KSHE-95 provided a document summarizing their station's position in the marketplace and the composition of their audience. Some key points: 1) KSHE-95 dominates the men 25-54 demographic in the St. Louis radio market, currently ranking first in both share and ratings. 2) While the station skews more male, research shows the average KSHE listener is 43 years old and more likely to have a college degree, household income over $100k, and participate in important purchasing decisions. 3) The station engages listeners through classic rock music, personalities like John Ulett who have been with the station for decades, and regular promotional features and events.

1. KSHE-95’s
Autumn
Check-up

2. Why are we doing this?
• There are a number of myths, misconceptions, and some outright
misinformation in the minds of the business community and
marketing/advertising decision makers about KSHE-95’s position in
the marketplace and the composition of its audience
• It’s our job to inform and educate you about what KSHE-95 is all
about in 2012 and how our audience relates to building your
business with smart and strategic marketing

3. KSHE-95’s Next Era &
Autumn Check-Up
 KSHE-95 Today
 The Position
 The Rock Market
 The Line-Up
 The Numbers (Scarborough, Arbitron, et al)
 Marketing to Men (It’s OK)
 What’s the listener look like?
 Execution

4. The Common Perception
of KSHE-95’s Listener

5. The Real Picture of
the KSHE-95’s Listener

6. A common perception of KSHE-95
in the radio rankings

7. The Men story (M25-54)
For the last 3-book (month)
average, KSHE-95 is FIRST in
market listening share (by 2.6
points) and FIRST in average
ratings (with 30% more than
SECOND place)

8. The reality
The Adult story (P25-54)
For the last 3-book (month)
average, KSHE-95 is fifth in
market listening share and
tied for 5th in average ratings

9. KSHE-95’s Next Era &
Autumn Check-Up
 KSHE-95 has been the first radio choice
for men in the St. Louis metro area for
45 years.
 KSHE-95 is a St. Louis institution – founded the same year
as the Gateway Arch and the St. Louis Blues (1967)
 KSHE-95 is synonymous with rock music in St. Louis –
having introduced bi-state residents to many of the biggest
rock music artists including Aerosmith, Van Halen, and Led
Zeppelin.

10. KSHE-95’s Next Era &
Autumn Check-Up
 In 2012, KSHE-95 moved into the “next era” of its life by re-
doing the music on the station and the personality line-up.
 Some of the changes included adding a local morning show
hosted by 35-year KSHE veteran John Ulett. Lern, another
station veteran, was added to middays.

11. KSHE-95’s Next Era &
Autumn Check-Up
At the same time, KSHE launched an extensive research
project to find out what music listeners expected from their
favorite rock station.
This led to a very broad and very familiar rock music
playlist. Almost all “new” rock artists were removed from the
playlist. The research told us what to play, and more
importantly, what not to play.

12. KSHE-95’s Next Era &
Autumn Check-Up
The current KSHE-95 “Core” Artists:
Rolling Stones
Aerosmith

13. KSHE-95’s Next Era &
Autumn Check-Up
 St. Louis, like many Midwestern cities, likes its Rock music – from
classic rock to current guitar-based rock.
 That leads to multiple radio stations playing some form of “rock”
music.
 In St. Louis, there are at least eight radio stations playing some
form of “guitar-based” rock – some lean more “pop” than others.

14. It’s a crowded market

15. KSHE-95’s Next Era &
Autumn Check-Up
Most played “rock” artists based on “other” rock hit radio stations*
WARH: Journey / Prince / Aerosmith / Katy Perry / Pink
KLOU: CCR / Rolling Stones / Elton John / Beatles / Fleetwood Mac
KPNT: Pearl Jam / Foo Fighters / Linkin Park / Metallica /
Rage Against the Machine
WGSX: Journey / Foreigner / Billy Squier / Pat Benetar / Def Leppard
KYKY: Nickelback / Adele
KIHT: Fleetwood Mac / Journey / Bob Segar / Boston / Foreigner
KEZK: Bryan Adams / Bon Jovi / Lifehouse / Maroon 5 / U2
*Monday, September 17 Mediabase report

16. KSHE-95’s Next Era &
Autumn Check-Up
 There are at least EIGHT radio stations in the St. Louis metro playing some
amount and form of “rock” music or rock artists
 A St. Louis radio listener could hear Journey on at least SIX Radio stations
last week
 A St. Louis radio listener could hear Nickelback on at least SIX radio stations
last week
Sweetmeat Says:
Market Myth #1: Country is HOT!
Sweetmeat Truth: While country is experiencing mass appeal
popularity, there are only two places in St. Louis to find Kenny
Chesney. It’s like splitting a cake into 2 pieces instead of 8. Of course,
half a cake looks better than a cake split into 8 pieces.

17. KSHE-95’s Next Era &
Autumn Check-Up
Why is this?
In the world of Personal People Meter measurement, radio
stations are rewarded for playing the right song at the right
time – not brand building and audience development
How does this affect an advertiser?
Passive listening and stations without strong brands
are rewarded in the ratings world.
Sweetmeat Says:
An engaged listener is the one who acts on a client’s
message heard on their first choice radio brand via a
marketing/advertising message that is delivered to the
“target” customer the “right” number of times.

18. KSHE-95’s Next Era &
Autumn Check-Up
How does KSHE-95 engage the listener on a daily basis?
Music
Personalities
Promotions
Special Programming
Community Involvement

19. KSHE-95’s Next Era &
Autumn Check-Up
The Music
Led Zeppelin Van Halen Pink Floyd
Rolling Stones AC/DC Aerosmith
Rush Boston Sammy Hagar
Doors Foreigner Journey
Ozzy Queen Styx
ZZ Top Cars Def Leppard
Guns ‘n Roses Motley Crue Police
U2 The Who Bob Segar

20. KSHE-95’s Next Era &
Autumn Check-Up
The Personalities
John Ulett
6AM – 10AM / Monday – Friday
 John anchors the morning show each weekday morning. John’s
been a fixture at KSHE-95 for more than 35-years and is often
referred to as the hardest working man in St. Louis show biz as U-
Man doubles as the Cardinals in stadium PA announcer
 John is very selective about clients he endorses – this means the clients he speaks for
are clients he uses or is intimately acquainted with their business.
 Current and past clients include the likes of Imo’s Pizza, Jefferson Regional Medical
Center, Shane Company, and Ackerman Toyota
 John is also the host of the KSHE-95 Classics Show on Sunday mornings from
8AM – 12Noon.

21. KSHE-95’s Next Era &
Autumn Check-Up
The Personalities
Lern
10AM – 1PM & 6AM – 10AM
Monday - Friday
 Lern is the next generation of KSHE-95 and
defies the definition of Gen Z, you know the definition that says radio is
dead to anyone under 30.
 Lern is a lifelong rock music fan – a passion that developed by spending
time with her father
 Endorsement clients include Leinenkugel’s Beer, St. Louis Rams, and
Hardee’s/Red Burrito.

22. KSHE-95’s Next Era &
Autumn Check-Up
The Personalities
Favazz
1 p.m. – 6 p.m. Monday - Friday
 Guy has been around KSHE-95 for more than 20 years.
 Favazz is known as “The Mighty One” – a nickname that
refers to his professional life as organizer of the El Monstero concert
series and his ownership of rental properties.
 Endorsement clients include Miller Beer, Charter Communications,
Chevrolet, Woods Basement Systems, and Navy Federal Credit Union.
Sweetmeat Says:
As the owner/manager of rental properties, Favazz is the
perfect spokesperson for home service and home
improvement companies – because he ain’t fixing it
himself.

23. KSHE-95’s Next Era &
Autumn Check-Up
The Personalities
Mike Doran
6PM– 12Midnight / Monday - Friday
 Mike hosts Hair Band Doran each weeknight at 8 p.m.
 Mike is a respected voice and film actor in addition to his
duties in the KSHE production department
 Past clients include Combos Snacks, Draftmark, and
others.

24. KSHE-95’s Next Era &
Autumn Check-Up
Regular Feature Programming
The KSHE Classics Show, 8AM – 12Noon / Sundays
 Each Sunday, John Ulett hosts four hours of songs that made KSHE-95
famous and songs that KSHE-95 made hits.
 Radio industry lore says the Classics
Show on Sunday mornings is the highest
rated Sunday morning program on radio
 In early 2012 (at the prompting of a local advertising legend), KSHE-95
added the “Classics Overtime” where a listener gets to select one hour of
classics to be played between Noon – 1 p.m. and hosted by John Ulett.
Sweetmeat Says:
Sponsorship options exist for this program!

25. KSHE-95’s Next Era &
Autumn Check-Up
Regular Feature Programming
Hair Band Doran at 8PM / Weeknights
 Go back to the 80s with all your favorite “Hair Bands” including artists like
Trickster and Warrant
The 7th Day, Sundays at 6PM
 KSHE-95 may be the last radio station in America to play full albums on a
regular, weekly basis with The 7th Day feature. Each week, we highlight six
full length albums and play them from start to finish – hits and deep cuts.
Monday Night Metal
Sweetmeat Says:
Sponsorship options exist for these programs too!

26. KSHE-95’s Next Era &
Autumn Check-Up
Execution
– In an era where it’s easy to say “we don’t do that anymore”
– you can count on KSHE-95 for flawless execution and
delivery of the marketing campaign
– KSHE-95 has a fully staffed and dedicated promotions team
to create IDEAS based on your marketing needs
– KSHE-95 also has a dedicated and expanding digital media
production department to focus on the emerging media
needs of our business and your business

27. KSHE-95’s Next Era &
Autumn Check-Up
Promotions
– Promotions are a way KSHE-95 connects with its listeners
everyday.
– From production of concerts to motorcycle giveaways to the
annual KSHE-95 Blood Drive (largest in America),
Sweetmeat is front and center with listeners on a daily
basis.
Sweetmeat says: All promotions have client sponsorship opportunities based on
your needs and featuring customized solutions – See your account manager for a
complete list of promotional opportunities

28. KSHE-95’s Next Era &
Autumn Check-Up
Show Me Some Stats About the
Audience!
15 Quick Facts about the KSHE-95
listener

29. KSHE-95’s Next Era &
Autumn Check-Up
Some information about the KSHE listener from Scarborough*:
1 – 67% more likely (than the average metro listener) to be planning
to spend between $25K and $30K on a new car in the next 12
months
2 – 28% more likely to have spent more than $500 on fine jewelry in
the last year
3 – 25% more likely to drink a microbrew
4 – 22% more likely to have participated in walking-jogging-biking-
swimming within the last year
5 - 21% more likely to be employed in white collar, professional, or
management positions
*Based on “Index” in the Scarborough data

30. KSHE-95’s Next Era &
Autumn Check-Up
Some information about the KSHE listener from Scarborough:
6 – 17% more likely to access the internet through a wireless phone
7 – 15% more likely to pay for transmission repairs
8 – 15% more likely to have household income of $100K+
9 – 13% more likely to shop for auto parts
10 – 13% more likely to participate in IT purchasing decisions at
work
11 – 9% more likely to have shopped for (not purchased) flooring
within the past 12 months
12 – 8% more likely to have attended any sporting event in last year
13 – 7% more likely to own their home
14 – 4% more likely to have a college degree
15 – 2% more likely to have used QSR for breakfast

31. Isn’t KSHE-95 a MALE targeted
station?
Sweetmeat says: Absolutely! We dominate the men segment of the market. If
KSHE-95 doesn’t win the men battle, it loses. With that, it’s a great station to
target men directly and balance any adult-focused marketing campaign.

32. Market Age/Gender Balance
Younger Women Older Women
KEZK
60
58 KYKY
56 KMJM
KSLZ
54
WIL
WHHL WARH
52
KSD KLOU
Gender (% Female) 50 WSGX
48
KFTK
46
WSGX KIHT
44
42
KMOX
40
KSHE95 KTRS
38
KPNT
36
34
20
Younger Men Older Men
WXOS
31 33 35 37 39 41 45 47 49 51 53 55 57
43
June 2012 ARB Cume STL Median Age

33. Sweetmeat says: We’ve shown you the audience is mostly male with a median
age of 43. We shown you they own homes, make the important decisions at their
workplace, and really like their cars and big boy toys. Is it time for me to show
you some ratings?

34. KSHE-95’s Next Era &
Autumn Check-Up
Ratings – You asked, so we’ll show you
Men 25-54 Average Share Average Rating Rank
Jul-Aug-Sept '11 7.0 0.8 2t
Jan-Feb '12 5.9 0.6 2t
Jul-Aug-Sept '12 9.4 1.0 1
Adult 25-54 Average Share Average Rating Rank
Jul-Aug-Sept '11 4.9 0.5 7t
Jan-Feb '12 4.3 0.4 9t
Jul-Aug-Sept '12 6.1 0.6 5t
Year-over-Year gains in all areas
Gains throughout the year
Sweetmeat says: Think of it like buying a stock or mutual fund –
buy it when it’s trending upward

35. Sweetmeat says: We’ve heard the message – “Men just don’t shop.” It’s a
perception that’s a reality for too many marketers. Let me show you some info.

36. KSHE-95’s Next Era &
Autumn Check-Up
Notes from Jacobs Media’s “Marketing to Men” Study:
1 – 59% of women say the most important factor in deciding on
a big ticket purchase is the recommendation of a spouse or
partner (3 in 5 women ask their man for a recommendation)
2 – Based on the “My Decision” question, married men decide
on cars, car dealerships, electronics, home
improvements/maintenance, and investing
3 – “Marketers that ignore men do so at their own peril,
especially with the emerging single male households.”
4 – Men visit the mall as often as women on a per visit per
month basis.
Jacobs Media, 2011, “Marketing to Men”

37. KSHE-95’s Next Era &
Autumn Check-Up
More analytics and Research are great
– What’s the listener looks like?
• Based on Arbitron Zip Code research, the KSHE-95 listener is
likely to live in South County, St. Charles County, Fenton,
Florissant, or Metro East communities like Belleville,
Collinsville, or Edwardsville
• 68% of the KSHE email database is Male and the median age
is 43 (not a coincidence)
• 55% of the Facebook “Fan” count is male
• DMR research says that 67% of the text database is male with
an average age of 40

38. KSHE-95’s Next Era &
Autumn Check-Up
More analytics and Research are great
– Success Story:
• From the typing of Kristen Lewis, KSHE-95 Promotions
Manager:
– On April 4th we did our 95th Day promotion giving
listeners the chance to win Cardinals tickets every
15 minutes. We did 60 ‘text to win’ contests from
6a to 5p and we had 20,077 total texts that day.

39. KSHE-95’s Next Era &
Autumn Check-Up
Sweetmeat Success Stories
Sweetmeat says: We’ve got success stories in all different categories. Ask your
account manager for one that is specific.

40. KSHE-95’s Next Era &
Autumn Check-Up
Summary
– KSHE-95 is alive and well
– KSHE-95 isn’t the station you knew in the 70s and 80s:
Those guys have grown up, vote, have bank accounts, and
have families
– Those guys still enjoy a beer or a quick “snifter”
– Our focus is on you – the Customer. We will work with you
to build a campaign to achieve your business and
marketing goals and be a part of your marketing plan.
– Your Assignment – Show and converse with as many
people as possible