Milwaukee Radio Buyers Guide

Transcription

1

2

3 Milwaukee Radio Buyers Guide Table of Contents Market Overview... 4 Market Map... 5 Market Data... 6 Top 5 Stations by Demographic... 8 Market Information... 9 WMYX-FM WXSS-FM WSSP-AM WISN-AM WMIL-FM WOKY-AM WQBW-FM WRIT-FM WKKV-FM WHQG-FM WKLH-FM WJMR-FM WJZX-FM WJYI-AM WLUM-FM WLDB-FM WMCS-AM WKTI-FM WTMJ-AM Glossary of Terms... 64

4 Radio Market Overview Milwaukee is ranked 36 in market size. The metro area is made up of five counties: Milwaukee, Ozaukee, Washington, Waukesha and Racine. Milwaukee County accounts for 52.6% of the population. The total metro population is 1,431, % of the metro is Black, 7.3% is Hispanic. The total sales are $25,030,633,000. There are 685,700 households in Milwaukee. The average income per household is $70,070 annually. The median home value is $131, % of Milwaukeeans have four or more years of college. 62.6% of Milwaukeeans are employed full time. 80% of the population will drive to work and another 9.9% will carpool. 4% will use public transportation. Milwaukeeans are very mobile, 89% own an automobile. On average, they ll spend 22 minutes traveling to work. There are 29 radio stations measured by Arbitron assigned to this market. 4

5 The Market Milwaukee/Racine Percentage of Population by County: County Population Percentage Milwaukee 753, % Ozaukee 75, % Racine 164, % Washington 110, % Waukesha 327, % 5

6 Metro Milwaukee (Milwaukee/Racine - 1,431,300 Population) Retail Spending Power Retail Group Department Stores General Merchandiser Eating Establishments Automotive Dealers Clothing Furniture Grocery Stores Annual Total $1,865,828 $3,093,875 $2,455,715 $4,627,491 $986,106 $503,165 $2,791,554 Profession 4.7% 21.3% 21.5% 12.5% 12.7% 10.4% 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% Informatin compiled by Claritas, Inc Professional / Technical Clerical / Sales Worker Retired Proprietor / Managerial Blue Collar Homemaker Household Income Education 25.0% 20.0% 20.6% 20.9% 19.1% College Grad 26.2% 15.0% 15.3% 13.8% Some College 28.6% 10.0% 10.3% HS Grad 29.5% 5.0% 0.0% Under $25k 25k 34k 35k 49k 50k 74k 75k 99k 100+k Less than HS 15.7% 0.0% 10.0% 20.0% 30.0% 40.0% Household Size Children in the Home 35.0% 30.0% 25.0% 20.0% 15.0% 10.0% 5.0% 0.0% 32.5% 29.3% 29.2% 9.0% 1 person 2 person 3 4 person 5+ person 50.0% 45.0% 40.0% 35.0% 30.0% 25.0% 20.0% 15.0% 10.0% 5.0% 0.0% 43.3% 22.5% 17.9% 16.5% Any Age Under Source: Scarborough Release February January 2008 Source: All Arbitron data based on Summer 2008 Persons 12+ M-Sun 6a-12m (Cume) 6

7 Metro Milwaukee (Milwaukee/Racine - 1,431,300 Population) Age Composition Gender Composition 20.0% 18.0% 16.0% 14.0% 12.0% 10.0% 8.0% 10.2% 11.3% 14.7% 16.7% 18.3% 13.6% 15.1% Male 48% 6.0% 4.0% 2.0% 0.0% Female 52% Ethnic Composition Diary Respondents Hispanic 7.3% Black 14.7% SU07 2,780 FA07 FA07 SP08 SU08 2,654 2,740 2,701 2,699 Each Arbitron diary Counts as 530 Persons Metro Response Rate: 30% Other 78.0% Source: All Arbitron data based on Summer 2008 Persons 12+ M-Sun 6a-12m (Cume) 7

8 Top 5 Stations Per Demographic Group DEMO #1 #2 #3 #4 #5 Teens WXSS WKKV WMYX WKTI WLUM Adults WXSS WKKV WLUM WMYX WKTI Adults WXSS WTMJ WHQG WKKV WMYX Adults WXSS WTMJ WHQG WKTI WKLH Adults WTMJ WXSS WKLH WHQG WKTI Adults WTMJ WKLH WRIT WISN WMIL Women WXSS WKKV WMYX WKTI WMIL Women WXSS WMYX WKTI WKKV WMIL Women WXSS WMYX WKTI WMIL WKKV Women WXSS WMYX WKTI WTMJ WMIL Women WTMJ WMYX WRIT WMIL WKLH Men WXSS WLUM WHQG WKKV WTMJ Men WTMJ WHQG WXSS WLUM WKLH Men WTMJ WHQG WKLH WXSS WLUM Men WTMJ WHQG WKLH WISN WXSS Men WTMJ WKLH WISN WHQG WRIT Source: All Arbitron data based on Summer 2008 Persons 12+ M Sun 6a 12m (Cume) 8

9 Market Information Milwaukee Market Radio Stations Call Letters Format Frequency Operated By WMYX-FM Hot Adult Contemporary 99.1 Entercom WXSS-FM Top 40/CHR Entercom WSSP-AM Sports Talk Radio 1250 AM Entercom WRIT-FM Oldies 95.7 Clear Channel WQBW-FM Classic Rock 97.3 Clear Channel WKKV-FM Urban Contemporary Clear Channel WMIL-FM Country Clear Channel WOKY-AM Classic Country 920 AM Clear Channel WISN-AM News Talk 1130 AM Clear Channel WKLH-FM Classic Hits 96.5 Saga WJMR-FM Urban Adult Contemporary 98.3 Saga WHQG-FM Album Oriented Rock Saga WJZX-FM Smooth Jazz Saga WJYI-AM Christian Music 1340 AM Saga WLDB-FM Soft AC 93.3 Milwaukee Radio Alliance WLUM-FM Alternative Milwaukee Radio Alliance WMCS-FM Urban Talk Radio 1290 AM Milwaukee Radio Alliance WKTI-FM Hot Adult Contemporary 94.5 Journal Broadcasting WTMJ-AM News, Talk, Sports 620 AM Journal Broadcasting 9

10 WMYX FM Format: Hot Adult Contemporary Program Description: "The Mix Means Variety" Core Artists: Daughtry, Alanis Morissette, Nickelback, Lifehouse, Pink, Maroon 5. Summer 08 Arbitron/Scarborough Highlights WMYX reaches 165,500 different listeners weekly. Average age is 39. Audience is 73% Women. 67% of WMYX audience is Persons % own their home. WMYX is a top performer with key Female demos. Owner: Entercom Communications GM/VP - Alan Kirshbom GSM - Mike Donovan GSM - Kira Lafond NSM - Sue Schmitz Business Offices W. Grange Avenue Hales Corners, WI

11 WMYX 99.1FM (Hot Adult Contemporary) Duplication Ethnic Composition 50.0% 45.0% 40.0% 45.2% 41.8% Hispanic 3.5% Black 0.5% 35.0% 30.0% 25.0% 20.0% 15.0% 20.9% 20.5% 10.0% 5.0% 0.0% WXSS FM WKTI FM WTMJ AM WLUM FM Other 96.0% Audience Share Trends SU07 FA07 WI08 SP08 SU % 6.5% 3.1% 3.3% 3.1% % 7.5% 3.3% 5.8% 4.3% % 7.4% 3.8% 4.0% 4.0% County Composition Milwaukee Milw HDBA Milw HDHA Ozaukee Racine Washington Waukesha 31.4% 4.8% 2.3% 3.4% 18.1% 8.1% 31.9% Source: All Arbitron data based on Summer 2008 Persons 12+ M-Sun 6a-12m (Cume) 11

12 QUALITAP TM Scarborough Instant Qualitative Profile MILWAUKEE-RACINE - Release Aug07-Jul08 Scarborough Qualitative Criteria: Metro Survey Area Listened to WMYX-FM Adults 18+ Qualitative Population: 184,454 Qualitative Respondents: 209 Sex Age Levels 26.9 % Male 73.1 % Female 30.3% 24.0% Employment Status 20.6% 20.4% Full-Time (35+ Hrs) 53.2% Part-Time (<35 Hrs) 26.4% Not Employed A Homemaker 7.7% A Student 6.1% Retired 2.7% Disabled 1.5% Temporarily Laid-Off 0.0% P P P Household Income Levels P % P % P % Looking For Work 2.5% Other 0.0% Occupation Summary Management/Business/Financial Ops 16.3% Professional/Related Occupations 21.0% Service 14.9% Sales/Office 19.2% Farming/Fishing/Forestry 0.0% Construction/Extraction/Maintenance 1.0% Production/Transportation/Matl Mvng 7.0% Military Specific 0.0% White Collar 56.5% Blue Collar 23.0% Highest Education Level Attained 5.0% Less Than $25, % 10.5% 5.7% $25,000-$34,999 $35,000-$49,999 $50,000 - $74,999 $75,000+ # Child(Ren) Under 18 In Household No 48.6% One 17.9% Two 21.9% Three Or More 11.6% Own Or Rent Residence Own 77.3% Rent 10.5% Other -Do Not Own Or Rent 12.2% 4.7% Less Than 12th Grade 28.9% High School Grad(12th Grade/Ged) 36.1% Some College(1-3 Years-Not Grad) 30.3% College Graduate Or More Prepared with QUALITAP v Arbitron Inc. QUALITAP is a service mark of Arbitron Inc. TAPSCAN is a registered mark of TAPSCAN Inc., used under license. Data Release Aug07-Jul08 Scarborough. Subject to the limitations and restrictions stated in the original report. 12

13 WXSS FM Format: Top 40/CHR Program Description: "The Number One Hit Music Station" Core Artists: Rihanna, Chris Brown, Ne-Yo, Jordin Sparks, Beyonce. Summer 08 Arbitron/Scarborough Highlights WXSS is the most listened to FM radio station in the state of Wisconsin reaching 280,200 different people every week. Average age is % of WXSS audience is Persons % of WXSS audience are Women. 61% own their home. WXSS is number 1 with Adults 18-34, Adults 18-49, Women 18-34, Women and Men WXSS is the only place to effectively reach both Gen X and Gen Y. Owner: Entercom Communications GM/VP - Alan Kirshbom GSM - Mike Donovan GSM - Kira Lafond NSM-Sue Schmitz Business Offices W. Grange Avenue Hales Corners, WI

14 WXSS 103.7FM (Top 40/CHR) Duplication Ethnic Composition 35.0% 30.0% 29.9% 26.7% Black, 18.8% 25.0% 22.5% 20.0% 16.0% 15.0% 10.0% 5.0% Hispanic, 14.6% Other, 66.6% 0.0% WKKV FM WMYX FM WKTI FM WMIL FM Audience Share Trends SU07 FA07 WI08 SP08 SU % 6.3% 6.5% 6.9% 7.6% % 13.5% 13.7% 13.0% 16.5% % 4.7% 6.3% 5.5% 5.8% County Composition Milwaukee Milw HDBA Milw HDHA Ozaukee Racine Washington Waukesha 22.5% 20.6% 9.1% 4.0% 14.5% 8.0% 21.4% Source: All Arbitron data based on Summer 2008 Persons 12+ M-Sun 6a-12m (Cume) 14

15 QUALITAP TM Scarborough Instant Qualitative Profile MILWAUKEE-RACINE - Release Aug07-Jul08 Scarborough Qualitative Criteria: Metro Survey Area Listened to WXSS-FM Adults 18+ Qualitative Population: 197,872 Qualitative Respondents: 161 Sex 42.1 % Male 57.9 % Female Employment Status Age Levels 43.0% 34.1% Full-Time (35+ Hrs) 49.9% Part-Time (<35 Hrs) 32.8% 15.8% Not Employed A Homemaker 4.8% A Student 7.1% Retired 0.3% Disabled 1.7% Temporarily Laid-Off 0.0% P P P Household Income Levels 6.2% P % P % P % Looking For Work 3.4% Other 0.0% Occupation Summary 17.9% 19.9% Management/Business/Financial Ops 10.7% Professional/Related Occupations 16.4% Service 17.4% Sales/Office 22.1% Farming/Fishing/Forestry 0.0% Construction/Extraction/Maintenance 4.5% Production/Transportation/Matl Mvng 11.7% Military Specific 0.0% White Collar 49.2% Blue Collar 33.5% Highest Education Level Attained 10.1% Less Than $25, % $25,000-$34,999 $35,000-$49,999 $50,000 - $74,999 $75,000+ # Child(Ren) Under 18 In Household No 38.6% One 24.0% Two 24.8% Three Or More 12.5% Own Or Rent Residence Own 61.1% Rent 24.4% Other -Do Not Own Or Rent 14.4% 9.5% Less Than 12th Grade 31.8% High School Grad(12th Grade/Ged) 40.8% Some College(1-3 Years-Not Grad) 18.0% College Graduate Or More Prepared with QUALITAP v Arbitron Inc. QUALITAP is a service mark of Arbitron Inc. TAPSCAN is a registered mark of TAPSCAN Inc., used under license. Data Release Aug07-Jul08 Scarborough. Subject to the limitations and restrictions stated in the original report. 15

16 WSSP 1250 AM Format: Sports Talk Radio Program Description: "1250 WSSP Milwaukee s Sports Leader" Programming Features: The Doug Russell Show, Dan Patrick, Jim Rome, The Big Show, Select Badger, Bucks and Brewers Games, Local Baseball and Basketball post-game shows, Flagship Station for the Milwaukee Admirals, Bucks General Manager and Coaches shows. Summer 08 Arbitron/Scarborough Highlights Average age is % are Men. 85% own their home. Consistent performer with Male demos. Milwaukee s Sports Leader continues to provide more local sports talk than any other station in the market. Owner: Entercom Communications GM/VP - Alan Kirshbom GSM - Mike Donovan GSM - Kira Lafond NSM - Sue Schmitz Business Offices W. Grange Avenue Hales Corners, WI

17 WSSP 1250AM (Sports Talk Radio) Duplication Ethnic Composition 70.0% 60.0% 50.0% 40.0% 61.1% Hispanic, 0.0% Black, 3.1% 30.0% 20.0% 10.0% 26.3% 22.9% 22.0% 0.0% WTMJ-AM WAUK-AM WISN-AM WKLH-FM Other, 96.9% Audience Share Trends SU07 FA07 WI08 SP08 SU % 1.1% 0.6% 0.4% 0.8% % 1.6% 0.4% 0.4% 0.6% % 1.9% 0.7% 0.4% 1.0% County Composition Milwaukee Milw HDBA Milw HDHA Ozaukee Racine Washington Waukesha 40.9% 10.9% 20.0% 5.7% 5.1% 5.4% 30.0% Source: All Arbitron data based on Summer 2008 Persons 12+ M-Sun 6a-12m (Cume) 17

18 QUALITAP TM Scarborough Instant Qualitative Profile MILWAUKEE-RACINE - Release Aug07-Jul08 Scarborough Qualitative Criteria: Metro Survey Area Listened to WSSP-AM Adults 18+ Qualitative Population: 35,269 Qualitative Respondents: 37 Sex Age Levels 97.6 % Male 2.4 % Female 49.8% Employment Status 29.7% Full-Time (35+ Hrs) 95.5% Part-Time (<35 Hrs) 0.0% Not Employed A Homemaker 1.2% A Student 3.3% Retired 0.0% Disabled 0.0% Temporarily Laid-Off 0.0% 0.0% P P P Household Income Levels 8.2% P % P % P % Looking For Work 0.0% Other 0.0% Occupation Summary Management/Business/Financial Ops 18.7% Professional/Related Occupations 25.5% Service 3.6% Sales/Office 13.0% Farming/Fishing/Forestry 0.0% Construction/Extraction/Maintenance 13.3% Production/Transportation/Matl Mvng 14.3% Military Specific 7.0% White Collar 57.2% Blue Collar 38.3% Highest Education Level Attained 3.3% Less Than $25, % $25,000-$34, % 9.6% $35,000-$49,999 $50,000 - $74,999 $75,000+ # Child(Ren) Under 18 In Household No 53.1% One 19.2% Two 21.4% Three Or More 6.3% Own Or Rent Residence Own 84.3% Rent 15.7% Other -Do Not Own Or Rent 0.0% 8.2% Less Than 12th Grade 18.1% High School Grad(12th Grade/Ged) 34.7% Some College(1-3 Years-Not Grad) 39.0% College Graduate Or More Prepared with QUALITAP v Arbitron Inc. QUALITAP is a service mark of Arbitron Inc. TAPSCAN is a registered mark of TAPSCAN Inc., used under license. Data Release Aug07-Jul08 Scarborough. Subject to the limitations and restrictions stated in the original report. 18

19 WISN 1130 AM Format: News Talk Program Description: "News/Talk Programming Features: WISN Early Spin, Rush Limbaugh, Mark Belling. Summer 08 Arbitron/Scarborough Highlights WISN reaches 164,600 different listeners weekly. Average age is % of WISN audience is Men. 77% of WISN audience is Persons % own their home. Cume up 12% from Spring Owner: Clear Channel Communications GM/VP - Cindy McDowell DOS Jay Dailey GSM Phil Kurth Business Offices W. Howard Avenue Milwaukee, WI

20 WISN 1130AM (News Talk) Duplication Ethnic Composition 70.0% 60.0% 59.5% Hispanic 2.5% Black 1.8% 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% 14.9% 14.5% 10.5% WTMJ AM WKLH FM WHQG FM WRIT FM Other 95.7% Audience Share Trends SU07 FA07 WI08 SP08 SU % 5.0% 4.6% 6.1% 6.1% % 1.5% 1.5% 2.1% 2.7% % 4.1% 4.1% 5.1% 4.6% County Composition Milwaukee Milw HDBA Milw HDHA Ozaukee Racine Washington Waukesha 35.2% 7.5% 0.9% 8.9% 6.9% 10.4% 30.3% Source: All Arbitron data based on Summer 2008 Persons 12+ M-Sun 6a-12m (Cume) 20

21 QUALITAP TM Scarborough Instant Qualitative Profile MILWAUKEE-RACINE - Release Aug07-Jul08 Scarborough Qualitative Criteria: Metro Survey Area Listened to WISN-AM Adults 18+ Qualitative Population: 143,777 Qualitative Respondents: 217 Sex Age Levels 69.4 % Male 30.6 % Female 27.9% Employment Status 17.9% 19.3% 21.5% Full-Time (35+ Hrs) 50.0% Part-Time (<35 Hrs) 13.8% 10.0% Not Employed 3.5% A Homemaker 6.2% A Student 0.0% Retired 25.8% Disabled 1.1% Temporarily Laid-Off 0.4% P P P Household Income Levels P P P % Looking For Work 2.7% Other 0.0% Occupation Summary 17.4% 19.6% Management/Business/Financial Ops 16.2% Professional/Related Occupations 12.1% Service 3.1% Sales/Office 15.3% Farming/Fishing/Forestry 0.0% Construction/Extraction/Maintenance 8.2% Production/Transportation/Matl Mvng 9.0% Military Specific 0.0% White Collar 43.6% Blue Collar 20.2% Highest Education Level Attained 6.2% Less Than $25, % $25,000-$34,999 $35,000-$49,999 $50,000 - $74,999 $75,000+ # Child(Ren) Under 18 In Household No 64.6% One 8.0% Two 15.5% Three Or More 11.9% Own Or Rent Residence Own 85.2% Rent 12.7% Other -Do Not Own Or Rent 2.1% 4.1% Less Than 12th Grade 29.9% High School Grad(12th Grade/Ged) 29.4% Some College(1-3 Years-Not Grad) 36.6% College Graduate Or More Prepared with QUALITAP v Arbitron Inc. QUALITAP is a service mark of Arbitron Inc. TAPSCAN is a registered mark of TAPSCAN Inc., used under license. Data Release Aug07-Jul08 Scarborough. Subject to the limitations and restrictions stated in the original report. 21

22 WMIL FM 106 Format: Country Program Description: "Continuous Country Favorites" Core Artists: Toby Keith, Kenny Chesney, Tim McGraw, George Strait, Rascal Flatts. Summer 08 Arbitron/Scarborough Highlights WMIL reaches 192,600 different listeners weekly. Average age is % of audience is Women. 61% of WMIL audience is Persons % own their home. Share losses with Women and Women from Spring Owner: Clear Channel Communications GM/VP - Cindy McDowell DOS Jay Dailey GSM Jean Kemp Business Offices W. Howard Avenue Milwaukee, WI

23 WMIL 106.1FM (Country) Duplication Ethnic Composition 25.0% 23.2% 20.0% 15.0% 20.7% 17.2% 14.7% Hispanic 3.3% Black 1.1% 10.0% 5.0% 0.0% WXSS FM WTMJ AM WMYX FM WHQG FM Other 95.6% Audience Share Trends SU07 FA07 WI08 SP08 SU % 5.8% 7.4% 6.0% 5.4% % 6.9% 7.9% 5.2% 5.6% % 5.8% 6.5% 5.1% 4.5% County Composition Milwaukee Milw HDBA Milw HDHA Ozaukee Racine Washington Waukesha 36.5% 4.6% 2.7% 6.2% 12.9% 8.6% 28.6% Source: All Arbitron data based on Summer 2008 Persons 12+ M-Sun 6a-12m (Cume) 23

24 QUALITAP TM Scarborough Instant Qualitative Profile MILWAUKEE-RACINE - Release Aug07-Jul08 Scarborough Qualitative Criteria: Metro Survey Area Listened to WMIL-FM Adults 18+ Qualitative Population: 194,662 Qualitative Respondents: 257 Sex Age Levels 39.1 % Male 60.9 % Female 17.7% 21.2% 20.0% Employment Status 14.8% 12.9% 13.5% Full-Time (35+ Hrs) 60.9% Part-Time (<35 Hrs) 16.0% Not Employed A Homemaker 5.4% A Student 0.4% Retired 13.1% Disabled 1.2% Temporarily Laid-Off 0.6% P P P Household Income Levels P P P % Looking For Work 2.4% Other 0.0% Occupation Summary 17.3% 22.7% Management/Business/Financial Ops 13.0% Professional/Related Occupations 17.0% Service 12.8% Sales/Office 15.0% Farming/Fishing/Forestry 0.0% Construction/Extraction/Maintenance 7.8% Production/Transportation/Matl Mvng 10.0% Military Specific 1.3% White Collar 45.0% Blue Collar 31.9% Highest Education Level Attained 8.8% Less Than $25, % $25,000-$34,999 $35,000-$49,999 $50,000 - $74,999 $75,000+ # Child(Ren) Under 18 In Household No 68.8% One 10.2% Two 12.3% Three Or More 8.7% Own Or Rent Residence Own 78.6% Rent 16.5% Other -Do Not Own Or Rent 4.9% 9.8% Less Than 12th Grade 40.8% High School Grad(12th Grade/Ged) 26.9% Some College(1-3 Years-Not Grad) 22.5% College Graduate Or More Prepared with QUALITAP v Arbitron Inc. QUALITAP is a service mark of Arbitron Inc. TAPSCAN is a registered mark of TAPSCAN Inc., used under license. Data Release Aug07-Jul08 Scarborough. Subject to the limitations and restrictions stated in the original report. 24

25 WOKY AM 920 Format: Classic Country Program Description: "The Wolf" Summer 08 Arbitron/Scarborough Highlights WOKY reaches 68,700 different people weekly. Average age is % of WOKY audience is Women. 78% of WOKY audience is Persons % own their own home. Recent format change to Classic Country not reflected in this rating book. Owner: Clear Channel Communications GM/VP - Cindy McDowell DOS Jay Dailey GSM Jean Kemp Business Offices W. Howard Avenue Milwaukee, WI

26 WOKY 920AM (Classic Country) Duplication Ethnic Composition 60.0% 50.0% 51.8% 40.0% Black, 2.5% Hispanic, 6.4% 30.0% 20.0% 19.9% 16.2% 14.1% 10.0% 0.0% WTMJ AM WISN AM WRIT FM WMIL FM Other, 91.1% Audience Share Trends SU07 FA07 WI08 SP08 SU % 2.6% 2.8% 2.2% 2.1% % 0.8% 0.0% 0.6% 0.8% % 0.7% 0.9% 0.7% 0.6% County Composition Milwaukee Milw HDBA Milw HDHA Ozaukee Racine Washington Waukesha 48.5% 9.8% 3.5% 2.3% 7.1% 4.8% 24.2% Source: All Arbitron data based on Summer 2008 Persons 12+ M-Sun 6a-12m (Cume) 26

27 QUALITAP TM Scarborough Instant Qualitative Profile MILWAUKEE-RACINE - Release Aug07-Jul08 Scarborough Qualitative Criteria: Metro Survey Area Listened to WOKY-AM Adults 18+ Qualitative Population: 67,965 Qualitative Respondents: 134 Sex Age Levels 41.8 % Male 58.2 % Female 46.4% 37.5% Employment Status Full-Time (35+ Hrs) 26.1% Part-Time (<35 Hrs) 15.2% Not Employed A Homemaker 11.5% A Student 0.0% Retired 44.2% Disabled 2.3% Temporarily Laid-Off 0.0% Looking For Work 0.7% Other 0.0% 9.5% 5.0% 1.5% P % P P P Household Income Levels 25.1% 20.8% 16.7% P P % Occupation Summary 12.1% Management/Business/Financial Ops 2.6% Professional/Related Occupations 9.9% Service 6.9% Sales/Office 10.3% Farming/Fishing/Forestry 0.0% Construction/Extraction/Maintenance 4.1% Production/Transportation/Matl Mvng 7.6% Military Specific 0.0% White Collar 22.8% Blue Collar 18.5% Highest Education Level Attained Less Than $25,000 $25,000-$34,999 $35,000-$49,999 $50,000 - $74,999 $75,000+ # Child(Ren) Under 18 In Household No 88.9% One 4.9% Two 4.2% Three Or More 2.0% Own Or Rent Residence Own 78.8% Rent 21.2% Other -Do Not Own Or Rent 0.0% 6.9% Less Than 12th Grade 39.9% High School Grad(12th Grade/Ged) 33.0% Some College(1-3 Years-Not Grad) 20.2% College Graduate Or More Prepared with QUALITAP v Arbitron Inc. QUALITAP is a service mark of Arbitron Inc. TAPSCAN is a registered mark of TAPSCAN Inc., used under license. Data Release Aug07-Jul08 Scarborough. Subject to the limitations and restrictions stated in the original report. 27

28 WQBW 97.3 FM Format: Classic Rock Program Description: "The Biggest Variety of Rock Hits" Core Artists: Foreigner, Steve Miller, Bon Jovi, Styx, Journey. Summer 08 Arbitron/Scarborough Highlights WQBW reaches 116,200 different listeners weekly. Average age is 43. WQBW audience is 41% Women and 59% Men. 85% of WQBW audience is Persons % own their home. WQBW continues to suffer from audience erosion. Barely in the top ten in many key demos. Owner: Clear Channel Communications GM/VP - Cindy McDowell DOS Jay Dailey GSM Colleen Kurth Business Offices W. Howard Avenue Milwaukee, WI

29 WQBW 97.3FM (Classic Rock) Duplication Ethnic Composition 40.0% 35.0% 35.1% 30.0% 25.0% 28.1% 25.4% 25.2% Hispanic 4.5% Black 0.7% 20.0% 15.0% 10.0% 5.0% 0.0% WHQG FM WKLH FM WMYX FM WTMJ AM Other 94.8% Audience Share Trends SU07 FA07 WI08 SP08 SU % 3.1% 3.0% 2.9% 2.5% % 1.9% 3.3% 3.7% 1.4% % 4.4% 4.2% 3.9% 4.1% County Composition Milwaukee Milw HDBA Milw HDHA Ozaukee Racine Washington Waukesha 35.7% 5.3% 1.6% 5.1% 11.1% 13.5% 27.7% Source: All Arbitron data based on Summer 2008 Persons 12+ M-Sun 6a-12m (Cume) 29

30 QUALITAP TM Scarborough Instant Qualitative Profile MILWAUKEE-RACINE - Release Aug07-Jul08 Scarborough Qualitative Criteria: Metro Survey Area Listened to WQBW-FM Adults 18+ Qualitative Population: 128,977 Qualitative Respondents: 139 Sex Age Levels 55.7 % Male 44.3 % Female 31.0% 33.5% Employment Status Full-Time (35+ Hrs) 64.2% Part-Time (<35 Hrs) 20.2% 16.5% 13.0% Not Employed A Homemaker 3.2% A Student 3.3% Retired 2.0% Disabled 2.9% Temporarily Laid-Off 1.0% P P P Household Income Levels P % P % P % Looking For Work 3.4% Other 0.0% Occupation Summary Management/Business/Financial Ops 9.1% Professional/Related Occupations 16.7% Service 13.6% Sales/Office 14.5% Farming/Fishing/Forestry 0.0% Construction/Extraction/Maintenance 19.3% Production/Transportation/Matl Mvng 11.1% Military Specific 0.0% White Collar 40.4% Blue Collar 44.0% Highest Education Level Attained 10.9% Less Than $25, % 4.1% $25,000-$34,999 $35,000-$49, % $50,000 - $74,999 $75,000+ # Child(Ren) Under 18 In Household No 48.2% One 19.0% Two 19.1% Three Or More 13.7% Own Or Rent Residence Own 71.2% Rent 21.9% Other -Do Not Own Or Rent 6.9% 5.2% Less Than 12th Grade 38.6% High School Grad(12th Grade/Ged) 32.9% Some College(1-3 Years-Not Grad) 23.3% College Graduate Or More Prepared with QUALITAP v Arbitron Inc. QUALITAP is a service mark of Arbitron Inc. TAPSCAN is a registered mark of TAPSCAN Inc., used under license. Data Release Aug07-Jul08 Scarborough. Subject to the limitations and restrictions stated in the original report. 30

31 WRIT 95.7 FM Format: Oldies Program Description: "My Music, My Station" Core Artists: Beatles, Neil Diamond, Elton John, Creedence Clearwater Revival, Fleetwood Mac. Summer 08 Arbitron/Scarborough Highlights WRIT reaches 146,500 different listeners weekly. Average age is % of WRIT audience are Women and 46% are Men. 71% of WRIT audience are Persons % own their home. With the exception of Adults and Women 35-54, not in the top five of any of the key demos. Owner: Clear Channel Communications GM/VP - Cindy McDowell DOS Jay Dailey GSM Nathan Tonarelli Business Offices W. Howard Avenue Milwaukee, WI

32 WRIT 95.7FM (Oldies) Duplication Ethnic Composition 40.0% 35.0% 35.6% Hispanic 2.5% Black 1.6% 30.0% 25.0% 25.5% 20.0% 15.0% 10.0% 5.0% 18.9% 16.9% 0.0% WTMJ AM WKLH FM WMIL FM WMYX FM Other 95.9% Audience Share Trends SU07 FA07 WI08 SP08 SU % 4.0% 4.4% 3.8% 4.1% % 2.5% 2.7% 2.1% 0.8% % 4.3% 5.5% 3.7% 4.5% County Composition Milwaukee Milw HDBA Milw HDHA Ozaukee Racine Washington Waukesha 35.6% 8.5% 3.1% 6.6% 9.5% 8.1% 28.6% Source: All Arbitron data based on Summer 2008 Persons 12+ M-Sun 6a-12m (Cume) 32

33 QUALITAP TM Scarborough Instant Qualitative Profile MILWAUKEE-RACINE - Release Aug07-Jul08 Scarborough Qualitative Criteria: Metro Survey Area Listened to WRIT-FM Adults 18+ Qualitative Population: 146,221 Qualitative Respondents: 200 Sex Age Levels 42.3 % Male 57.7 % Female 39.3% Employment Status 25.1% Full-Time (35+ Hrs) 58.9% 20.5% Part-Time (<35 Hrs) 15.2% Not Employed A Homemaker 6.4% A Student 1.5% Retired 13.3% Disabled 4.2% Temporarily Laid-Off 0.0% 5.3% P % P P Household Income Levels P P % P % Looking For Work 0.5% Other 0.0% Occupation Summary 17.6% 21.2% Management/Business/Financial Ops 13.5% Professional/Related Occupations 19.5% Service 8.7% Sales/Office 19.5% Farming/Fishing/Forestry 0.0% Construction/Extraction/Maintenance 3.5% Production/Transportation/Matl Mvng 9.3% Military Specific 0.0% White Collar 52.5% Blue Collar 21.6% Highest Education Level Attained 9.1% Less Than $25, % $25,000-$34,999 $35,000-$49,999 $50,000 - $74,999 $75,000+ # Child(Ren) Under 18 In Household No 71.2% One 10.2% Two 12.0% Three Or More 6.6% Own Or Rent Residence Own 81.5% Rent 17.2% Other -Do Not Own Or Rent 1.3% 4.0% Less Than 12th Grade 29.9% High School Grad(12th Grade/Ged) 38.5% Some College(1-3 Years-Not Grad) 27.6% College Graduate Or More Prepared with QUALITAP v Arbitron Inc. QUALITAP is a service mark of Arbitron Inc. TAPSCAN is a registered mark of TAPSCAN Inc., used under license. Data Release Aug07-Jul08 Scarborough. Subject to the limitations and restrictions stated in the original report. 33

34 WKKV FM Format: Urban Contemporary Program Description: "Number One for Hip-Hop and R&B" Core Artists: Mariah Carey, Mary J. Blige, Dem Franchize Boyz, R. Kelly, Aaliyah, Alicia Keys. Summer 08 Arbitron/Scarborough Highlights WKKV reaches 182,800 different listeners every week. Average age is % of the audience is Women. 72% of WKKV audience is Persons % own their own home. Gains with Adults and Adults over Spring Cume up 8%. Owner: Clear Channel Communications GM/VP - Cindy McDowell DOS Jay Dailey GSM Randy Wanek Business Offices W. Howard Avenue Milwaukee, WI

35 WKKV 100.7FM (Urban Contemporary) Duplication Ethnic Composition 50.0% 45.0% 40.0% 45.9% 41.6% Other 21.4% 35.0% 30.0% 25.0% 20.0% 15.0% 10.0% 9.9% 9.2% Hispanic 13.0% 5.0% Black 65.7% 0.0% WXSS FM WJMR FM WNOV FM WMCS FM Audience Share Trends SU07 FA07 WI08 SP08 SU % 5.0% 5.0% 5.5% 7.4% % 9.9% 11.2% 10.5% 16.1% % 4.0% 5.1% 5.1% 7.1% County Composition Milwaukee Milw HDBA Milw HDHA Ozaukee Racine Washington Waukesha 8.2% 61.9% 6.6% 0.7% 16.0% 1.5% 5.1% Source: All Arbitron data based on Summer 2008 Persons 12+ M-Sun 6a-12m (Cume) 35

36 QUALITAP TM Scarborough Instant Qualitative Profile MILWAUKEE-RACINE - Release Aug07-Jul08 Scarborough Qualitative Criteria: Metro Survey Area Listened to WKKV-FM Adults 18+ Qualitative Population: 132,948 Qualitative Respondents: 120 Sex Age Levels 52.6 % Male 47.4 % Female Employment Status 38.8% 32.2% Full-Time (35+ Hrs) 47.2% Part-Time (<35 Hrs) 31.5% Not Employed A Homemaker 4.1% A Student 4.5% Retired 0.7% Disabled 4.8% Temporarily Laid-Off 0.0% Looking For Work 7.2% Other 0.0% 15.8% 8.7% P P P P Household Income Levels 20.0% 17.6% 16.5% 23.8% 4.5% P % P % Occupation Summary Management/Business/Financial Ops 4.1% Professional/Related Occupations 11.4% Service 22.2% Sales/Office 17.3% Farming/Fishing/Forestry 0.0% Construction/Extraction/Maintenance 4.9% Production/Transportation/Matl Mvng 18.8% Military Specific 0.0% White Collar 32.7% Blue Collar 46.0% Highest Education Level Attained Less Than $25,000 $25,000-$34,999 $35,000-$49,999 $50,000 - $74,999 $75,000+ # Child(Ren) Under 18 In Household No 39.6% One 23.8% Two 19.2% Three Or More 17.4% Own Or Rent Residence Own 44.4% Rent 46.5% Other -Do Not Own Or Rent 9.1% 16.0% Less Than 12th Grade 42.6% High School Grad(12th Grade/Ged) 29.6% Some College(1-3 Years-Not Grad) 11.8% College Graduate Or More Prepared with QUALITAP v Arbitron Inc. QUALITAP is a service mark of Arbitron Inc. TAPSCAN is a registered mark of TAPSCAN Inc., used under license. Data Release Aug07-Jul08 Scarborough. Subject to the limitations and restrictions stated in the original report. 36

37 WHQG FM Format: Album Oriented Rock Program Description: "Everything That Rocks" Core Artists: AC/DC, Van Halen, Def Leppard, Led Zeppelin, Metallica. Summer 08 Arbitron/Scarborough Highlights WHQG reaches 159,600 different listeners weekly. The Bob & Brian morning show is the driver of the station. Bob & Brian reach 65% of the entire station s cume. Average age is % is Male. 81% of WHQG audience is Persons % own their home. Number 1 with Males and Males Owner: Saga Communications GM/P - Tom Joerres DOS Annmarie Topel Business Offices 5407 W. McKinley Avenue Milwaukee, WI

38 WHQG 102.9FM (Album Oriented Rock) Duplication Ethnic Composition 40.0% 35.0% 30.0% 33.6% 26.4% 25.6% Hispanic 4.6% Black 2.4% 25.0% 22.2% 20.0% 15.0% 10.0% 5.0% 0.0% WTMJ AM WLUM FM WQBW FM WKLH FM Other 93.0% Audience Share Trends SU07 FA07 WI08 SP08 SU % 4.8% 5.3% 5.8% 2.5% % 6.3% 6.0% 7.8% 5.0% % 6.7% 7.6% 8.4% 6.1% County Composition Milwaukee Milw HDBA Milw HDHA Ozaukee Racine Waukesha Waukesha 36.7% 3.8% 3.9% 6.1% 9.7% 12.1% 27.8% Source: All Arbitron data based on Summer 2008 Persons 12+ M-Sun 6a-12m (Cume) 38

39 QUALITAP TM Scarborough Instant Qualitative Profile MILWAUKEE-RACINE - Release Aug07-Jul08 Scarborough Qualitative Criteria: Metro Survey Area Listened to WHQG-FM Adults 18+ Qualitative Population: 173,113 Qualitative Respondents: 169 Sex Age Levels 69.9 % Male 30.1 % Female 36.1% Employment Status Full-Time (35+ Hrs) 63.8% 19.6% 19.8% 20.4% Part-Time (<35 Hrs) 24.6% Not Employed A Homemaker 2.3% A Student 4.6% Retired 0.4% Disabled 2.3% Temporarily Laid-Off 1.3% P P P Household Income Levels P % P % P % Looking For Work 0.7% Other 0.0% Occupation Summary Management/Business/Financial Ops 13.0% Professional/Related Occupations 18.1% Service 7.6% Sales/Office 20.3% Farming/Fishing/Forestry 0.0% Construction/Extraction/Maintenance 11.6% Production/Transportation/Matl Mvng 17.8% Military Specific 0.0% White Collar 51.4% Blue Collar 37.0% Highest Education Level Attained 6.9% Less Than $25, % 14.3% 5.1% $25,000-$34,999 $35,000-$49,999 $50,000 - $74,999 $75,000+ # Child(Ren) Under 18 In Household No 42.8% One 22.6% Two 21.9% Three Or More 12.6% Own Or Rent Residence Own 76.6% Rent 16.6% Other -Do Not Own Or Rent 6.8% 4.0% Less Than 12th Grade 32.1% High School Grad(12th Grade/Ged) 34.0% Some College(1-3 Years-Not Grad) 29.9% College Graduate Or More Prepared with QUALITAP v Arbitron Inc. QUALITAP is a service mark of Arbitron Inc. TAPSCAN is a registered mark of TAPSCAN Inc., used under license. Data Release Aug07-Jul08 Scarborough. Subject to the limitations and restrictions stated in the original report. 39

40 WKLH 96.5 FM Format: Classic Hits Program Description: "Milwaukee's Classic Rock" Core Artists: Rolling Stones, Led Zeppelin, Beatles, Fleetwood Mac, Tom Petty. Summer 08 Arbitron/Scarborough Highlights WKLH reaches 173,300 different listeners weekly. Average age is % of listeners is Male. 68% of WKLH audience is Persons % own their home. Number 1 in Adults Gains in male demos from Spring Owner: Saga Communications GM/P - Tom Joerres DOS Annmarie Topel Business Offices 5407 W. McKinley Avenue Milwaukee, WI

41 WKLH 96.5FM (Classic Hits) Duplication Ethnic Composition 45.0% 40.0% 35.0% 30.0% 38.9% Hispanic, 2.5% Black, 0.5% 25.0% 20.0% 15.0% 21.6% 20.4% 18.8% 10.0% 5.0% Other, 97.1% 0.0% WTMJ AM WRIT FM WHQG FM WQBW FM Audience Share Trends County Composition SU07 FA07 WI08 SP08 SU % 4.6% 4.7% 5.5% 4.9% % 1.9% 3.1% 2.3% 1.9% % 6.3% 6.5% 7.3% 7.3% Milwaukee Milw HDBA Milw HDHA Ozaukee Racine Washington Waukesha 33.3% 9.4% 3.1% 6.8% 8.0% 9.7% 29.8% Source: All Arbitron data based on Summer 2008 Persons 12+ M-Sun 6a-12m (Cume) 41

42 QUALITAP TM Scarborough Instant Qualitative Profile MILWAUKEE-RACINE - Release Aug07-Jul08 Scarborough Qualitative Criteria: Metro Survey Area Listened to WKLH-FM Adults 18+ Qualitative Population: 177,406 Qualitative Respondents: 218 Sex Age Levels 48.7 % Male 51.3 % Female 44.4% Employment Status Full-Time (35+ Hrs) 64.7% 22.0% Part-Time (<35 Hrs) 22.0% Not Employed A Homemaker 4.6% A Student 2.8% Retired 3.5% Disabled 1.2% Temporarily Laid-Off 0.0% 10.2% P % P P Household Income Levels P % P % P % Looking For Work 1.2% Other 0.0% Occupation Summary Management/Business/Financial Ops 10.4% Professional/Related Occupations 20.2% Service 6.0% Sales/Office 25.1% Farming/Fishing/Forestry 0.0% Construction/Extraction/Maintenance 11.5% Production/Transportation/Matl Mvng 13.4% Military Specific 0.0% White Collar 55.7% Blue Collar 30.9% Highest Education Level Attained 4.0% Less Than $25, % 11.0% 6.1% $25,000-$34,999 $35,000-$49,999 $50,000 - $74,999 $75,000+ # Child(Ren) Under 18 In Household No 57.0% One 22.4% Two 14.7% Three Or More 5.9% Own Or Rent Residence Own 79.6% Rent 13.8% Other -Do Not Own Or Rent 6.7% 2.6% Less Than 12th Grade 30.2% High School Grad(12th Grade/Ged) 34.8% Some College(1-3 Years-Not Grad) 32.4% College Graduate Or More Prepared with QUALITAP v Arbitron Inc. QUALITAP is a service mark of Arbitron Inc. TAPSCAN is a registered mark of TAPSCAN Inc., used under license. Data Release Aug07-Jul08 Scarborough. Subject to the limitations and restrictions stated in the original report. 42

43 WJMR 98.3 FM Format: Rhythmic Oldies Program Description: "Jammin 98.3 " Core Artists: Luther Vandross, Robin Thicke, Isley Brothers, Chi Lites, Alicia Keys. Summer 08 Arbitron/Scarborough Highlights WJMR reaches 119,300 different listeners weekly. Average age is % of the WJMR audience is Women. 76% of the WJMR audience is % own their own home. Increases with Adults 25-54, Women and Adults from Spring Owner: Saga Communications GM/P - Tom Joerres DOS Annmarie Topel GSM Traci Northrop Business Offices 5407 W. McKinley Avenue Milwaukee, WI

44 WJMR 98.3FM (Rhythmic Oldies) Duplication Ethnic Composition 70.0% 60.0% 50.0% 63.7% Other, 18.6% 40.0% 30.0% 32.9% 20.0% 16.3% 12.8% Hispanic, 9.4% 10.0% Black, 72.1% 0.0% WKKV FM WXSS FM WMCS FM WNOV FM Audience Share Trends SU07 FA07 WI08 SP08 SU % 5.5% 4.5% 4.1% 4.0% % 5.3% 4.6% 4.5% 4.1% % 7.3% 5.4% 4.7% 5.7% County Composition Milwaukee Milw HDBA Milw HDHA Ozaukee Racine Washington Waukesha 10.9% 71.8% 9.1% 0.0% 2.3% 0.0% 6.0% Source: All Arbitron data based on Summer 2008 Persons 12+ M-Sun 6a-12m (Cume) 44

45 WJZX FM Format: Jazz Program Description: "Smooth Jazz" Summer 08 Arbitron/Scarborough Highlights WJZX reaches 63,500 different listeners weekly. Average age is % are Women. 84% of WJZX audience is Persons % own their home. Small increase with Adults and Women from Spring Owner: Saga Communications GM/P - Tom Joerres DOS Annmarie Topel GSM Traci Northrop Business Offices 5407 W. McKinley Avenue Milwaukee, WI

46 WJZX 106.9FM (Jazz) Duplication Ethnic Composition 40.0% 35.0% 30.0% 25.0% 33.5% Black 23.3% 20.0% 15.0% 10.0% 5.0% 16.2% 15.0% 14.8% Hispanic 3.6% Other 73.1% 0.0% WTMJ AM WLDB FM WISN AM WRIT FM Audience Share Trends SU07 FA07 WI08 SP08 SU % 1.7% 2.4% 1.5% 1.9% % 0.2% 1.0% 0.6% 0.2% % 0.1% 2.2% 1.4% 1.7% County Composition Milwaukee Milw HDBA Milw HDHA Ozaukee Racine Washington Waukesha 31.7% 26.3% 2.8% 4.3% 3.2% 10.6% 21.1% Source: All Arbitron data based on Summer 2008 Persons 12+ M-Sun 6a-12m (Cume) 46

47 QUALITAP TM Scarborough Instant Qualitative Profile MILWAUKEE-RACINE - Release Aug07-Jul08 Scarborough Qualitative Criteria: Metro Survey Area Listened to WJZX-FM Adults 18+ Qualitative Population: 58,785 Qualitative Respondents: 93 Sex Age Levels 53.3 % Male 46.7 % Female 27.8% 28.1% Employment Status 21.6% Full-Time (35+ Hrs) 41.3% 14.1% Part-Time (<35 Hrs) 26.8% 8.3% Not Employed A Homemaker 3.3% A Student 0.0% Retired 19.5% Disabled 7.4% Temporarily Laid-Off 0.0% 0.0% P P P Household Income Levels P P P % Looking For Work 1.7% Other 0.0% Occupation Summary Management/Business/Financial Ops 6.9% Professional/Related Occupations 13.3% Service 19.8% Sales/Office 12.1% Farming/Fishing/Forestry 0.0% Construction/Extraction/Maintenance 10.2% Production/Transportation/Matl Mvng 5.8% Military Specific 0.0% White Collar 32.4% Blue Collar 35.8% Highest Education Level Attained 17.7% 18.5% 10.8% Less Than $25,000 $25,000-$34,999 $35,000-$49, % $50,000 - $74,999 $75,000+ # Child(Ren) Under 18 In Household No 72.2% One 5.8% Two 12.0% Three Or More 10.0% Own Or Rent Residence Own 65.2% Rent 33.9% Other -Do Not Own Or Rent 0.9% 8.6% Less Than 12th Grade 34.0% High School Grad(12th Grade/Ged) 31.1% Some College(1-3 Years-Not Grad) 26.3% College Graduate Or More Prepared with QUALITAP v Arbitron Inc. QUALITAP is a service mark of Arbitron Inc. TAPSCAN is a registered mark of TAPSCAN Inc., used under license. Data Release Aug07-Jul08 Scarborough. Subject to the limitations and restrictions stated in the original report. 47

48 WJYI 1340AM Format: Christian Music Program Description: "Today's Christian Music" Owner: Saga Communications GM/P - Tom Joerres DOS- Annmarie Topel GSM Ryan Salzer Business Offices 5407 W. McKinley Avenue Milwaukee, WI

49 WLUM FM Format: Alternative Program Description: "Milwaukee's Alternative Station" Core Artists: Pearl Jam, Green Day, Nirvana, Red Hot Chili Peppers, Sublime. Summer08 Arbitron/Scarborough Highlights WLUM reaches 129,900 different people weekly. Average age is % are Men. 64% of WLUM audience is Persons % own their home. Cume down 10% from Spring Losses with Adults and Men Owner: Milwaukee Radio Alliance GM/VP - Bill Hurwitz GSM Aaron Pulley Business Offices N72 W12922 Good Hope Road Menomonee Falls, WI

50 WLUM 102.1FM (Alternative) Duplication Ethnic Composition 35.0% 30.0% 25.0% 32.4% 30.9% 26.2% 24.6% Hispanic 4.5% Black 3.6% 20.0% 15.0% 10.0% 5.0% 0.0% WHQG FM WXSS FM WMYX FM WTMJ AM Other 91.9% Audience Share Trends SU07 FA07 WI08 SP08 SU % 3.1% 2.5% 3.6% 3.4% % 7.6% 5.6% 9.9% 8.3% % 3.2% 3.1% 4.0% 4.0% County Composition Milwaukee Milw HDBA Milw HDHA Ozaukee Racine Washington Waukesha 37.0% 5.5% 6.7% 5.6% 13.4% 11.2% 20.6% Source: All Arbitron data based on Summer 2008 Persons 12+ M-Sun 6a-12m (Cume) 50

51 QUALITAP TM Scarborough Instant Qualitative Profile MILWAUKEE-RACINE - Release Aug07-Jul08 Scarborough Qualitative Criteria: Metro Survey Area Listened to WLUM-FM Adults 18+ Qualitative Population: 114,694 Qualitative Respondents: 92 Sex Age Levels 55.7 % Male 44.3 % Female Employment Status Full-Time (35+ Hrs) 53.9% Part-Time (<35 Hrs) 30.5% Not Employed A Homemaker 2.2% A Student 3.1% Retired 0.9% Disabled 0.0% Temporarily Laid-Off 0.9% Looking For Work 8.4% Other 0.0% Occupation Summary Management/Business/Financial Ops 6.1% Professional/Related Occupations 20.1% Service 12.9% Sales/Office 23.7% Farming/Fishing/Forestry 0.0% Construction/Extraction/Maintenance 10.5% Production/Transportation/Matl Mvng 11.2% Military Specific 0.0% White Collar 49.9% Blue Collar 34.5% Highest Education Level Attained 41.0% 31.0% 19.7% 8.3% P P P P % P % P 65+ Household Income Levels 6.2% Less Than $25, % 23.8% 12.6% 8.3% $25,000-$34,999 $35,000-$49,999 $50,000 - $74,999 $75,000+ # Child(Ren) Under 18 In Household No 48.1% One 11.6% Two 27.2% Three Or More 13.1% Own Or Rent Residence Own 64.8% Rent 23.4% Other -Do Not Own Or Rent 11.8% 10.5% Less Than 12th Grade 32.2% High School Grad(12th Grade/Ged) 32.6% Some College(1-3 Years-Not Grad) 24.7% College Graduate Or More Prepared with QUALITAP v Arbitron Inc. QUALITAP is a service mark of Arbitron Inc. TAPSCAN is a registered mark of TAPSCAN Inc., used under license. Data Release Aug07-Jul08 Scarborough. Subject to the limitations and restrictions stated in the original report. 51

52 WLDB 93.3 FM Format: Soft Rock Program Description: "Soft Rock, Less Talk" Core Artists: Rod Stewart, Tina Turner, Richard Marx, Eric Carmen, Amy Grant. Summer 08 Arbitron/Scarborough Highlights WLDB reaches 97,400 different people weekly. Average age is % are Women. 73% of WLDB audience is Persons % of WLDB listeners own their own home. Cume is down 8%. Substantial losses in most Female demos. Owner: Milwaukee Radio Alliance GM/VP - Bill Hurwitz GSM Keith Bratel Business Offices N72 W12922 Good Hope Road Menomonee Falls, WI

53 WLDB 93.3FM (Soft Rock) Duplication Ethnic Composition 35.0% 30.0% 32.9% Hispanic 3.6% Black 6.5% 25.0% 20.0% 23.8% 22.9% 19.8% 15.0% 10.0% 5.0% 0.0% WTMJ AM WKTI FM WRIT FM WMYX FM Other 89.9% Audience Share Trends SU07 FA07 WI08 SP08 SU % 2.3% 3.8% 2.9% 2.5% % 1.9% 3.7% 2.9% 1.9% % 1.8% 4.0% 3.5% 2.1% County Composition Milwaukee Milw HDBA Milw HDHA Ozaukee Racine Washington Waukesha 38.4% 10.3% 3.1% 6.5% 6.0% 8.5% 27.3% Source: All Arbitron data based on Summer 2008 Persons 12+ M-Sun 6a-12m (Cume) 53

54 QUALITAP TM Scarborough Instant Qualitative Profile MILWAUKEE-RACINE - Release Aug07-Jul08 Scarborough Qualitative Criteria: Metro Survey Area Listened to WLDB-FM Adults 18+ Qualitative Population: 97,835 Qualitative Respondents: 147 Sex Age Levels 42.3 % Male 57.7 % Female 38.9% Employment Status Full-Time (35+ Hrs) 56.7% Part-Time (<35 Hrs) 18.2% Not Employed A Homemaker 4.1% A Student 0.0% Retired 14.6% Disabled 4.3% Temporarily Laid-Off 0.0% 17.4% 6.7% P % P P Household Income Levels P % P % P % Looking For Work 2.2% Other 0.0% 22.8% Occupation Summary Management/Business/Financial Ops 11.8% Professional/Related Occupations 18.1% Service 10.4% Sales/Office 15.4% Farming/Fishing/Forestry 0.0% Construction/Extraction/Maintenance 7.1% Production/Transportation/Matl Mvng 12.1% Military Specific 0.0% White Collar 45.3% Blue Collar 29.5% Highest Education Level Attained 13.4% Less Than $25, % 8.7% $25,000-$34,999 $35,000-$49,999 $50,000 - $74,999 $75,000+ # Child(Ren) Under 18 In Household No 73.7% One 9.9% Two 10.7% Three Or More 5.8% Own Or Rent Residence Own 73.2% Rent 23.6% Other -Do Not Own Or Rent 3.1% 5.7% Less Than 12th Grade 33.1% High School Grad(12th Grade/Ged) 33.2% Some College(1-3 Years-Not Grad) 28.1% College Graduate Or More Prepared with QUALITAP v Arbitron Inc. QUALITAP is a service mark of Arbitron Inc. TAPSCAN is a registered mark of TAPSCAN Inc., used under license. Data Release Aug07-Jul08 Scarborough. Subject to the limitations and restrictions stated in the original report. 54

55 WMCS 1290 AM Format: Urban Talk Radio Program Description: "The Talk of the Town" Summer 08 Arbitron/Scarborough Highlights WMCS reaches 34,600 different listeners weekly. Average age is % is Women. 63% of WMCS audience is Persons 45+. Cume up 29% from Spring Owner: Milwaukee Radio Alliance GM/VP - Bill Hurwitz GSM Don Rosette Business Offices N72 W12922 Good Hope Road Menomonee Falls, WI

56 WMCS 1290AM (Urban Talk-Personality) Duplication Ethnic Composition 60.0% 56.4% Other 13.9% 50.0% 48.6% Hispanic 0.0% 40.0% 30.0% 20.0% 16.5% 16.5% 10.0% Black 86.1% 0.0% WJMR FM WKKV FM WXSS FM WNOV FM Audience Share Trends SU07 FA07 WI08 SP08 SU % 0.9% 1.4% 0.9% 0.9% % 0.8% 0.8% 0.6% 0.4% % 0.9% 1.2% 1.0% 1.1% County Composition Milwaukee Milw HDBA Milw HDHA Ozaukee Racine Washington Waukesha 3.5% 87.6% 2.6% 0.0% 0.0% 0.0% 6.4% Source: All Arbitron data based on Summer 2008 Persons 12+ M-Sun 6a-12m (Cume) 56

57 QUALITAP TM Scarborough Instant Qualitative Profile MILWAUKEE-RACINE - Release Aug07-Jul08 Scarborough Qualitative Criteria: Metro Survey Area Listened to WMCS-AM Adults 18+ Qualitative Population: 35,163 Qualitative Respondents: 49 Sex Age Levels 44.2 % Male 55.8 % Female 31.8% 35.4% Employment Status Full-Time (35+ Hrs) 40.7% Part-Time (<35 Hrs) 16.7% 12.8% 10.4% 9.6% Not Employed A Homemaker 0.9% A Student 1.8% Retired 19.9% Disabled 15.0% Temporarily Laid-Off 0.0% 0.0% P P P P Household Income Levels 24.5% 23.7% P P % Looking For Work 4.9% Other 0.0% 16.6% Occupation Summary 12.3% Management/Business/Financial Ops 17.1% Professional/Related Occupations 20.1% Service 0.0% Sales/Office 11.0% Farming/Fishing/Forestry 0.0% Construction/Extraction/Maintenance 7.3% Production/Transportation/Matl Mvng 2.0% Military Specific 0.0% White Collar 48.2% Blue Collar 9.2% Highest Education Level Attained Less Than $25,000 $25,000-$34,999 $35,000-$49,999 $50,000 - $74,999 $75,000+ # Child(Ren) Under 18 In Household No 60.7% One 12.5% Two 13.2% Three Or More 13.5% Own Or Rent Residence Own 57.6% Rent 40.8% Other -Do Not Own Or Rent 1.7% 12.8% Less Than 12th Grade 30.8% High School Grad(12th Grade/Ged) 31.5% Some College(1-3 Years-Not Grad) 24.8% College Graduate Or More Prepared with QUALITAP v Arbitron Inc. QUALITAP is a service mark of Arbitron Inc. TAPSCAN is a registered mark of TAPSCAN Inc., used under license. Data Release Aug07-Jul08 Scarborough. Subject to the limitations and restrictions stated in the original report. 57

58 WKTI 94.5 FM Format: Hot Adult Contemporary Program Description: "Milwaukee's Hit Music Channel" Core Artists: Maroon 5, Kelly Clarkson, Rob Thomas, Aerosmith, Prince. Summer 08 Arbitron/Scarborough Highlights WKTI reaches 162,900 different listeners weekly. Average age is % are Women. 81% of WKTI audience is Persons % own their own home. Cume down from Spring Significant losses with Adult demos. Owner: Journal Broadcasting GM/VP Steve Wexler GSM Tom Sheridan Business Offices 720 E. Capitol Drive Milwaukee, WI

59 WKTI 94.5FM (Hot Adult Comptemporary) Duplication Ethnic Composition 45.0% 42.5% 40.0% 35.0% 30.0% 38.7% Hispanic 4.5% Black 1.6% 25.0% 23.8% 20.0% 18.5% 15.0% 10.0% 5.0% 0.0% WMYX FM WXSS FM WTMJ AM WLUM FM Other 94.0% Audience Share Trends SU07 FA07 WI08 SP08 SU % 2.7% 3.2% 3.3% 2.5% % 3.2% 4.6% 4.1% 3.3% % 4.0% 4.0% 3.7% 3.7% County Composition Milwaukee Milw HDBA Milw HDHA Ozaukee Racine Washington Waukesha 31.1% 7.3% 3.7% 4.6% 13.6% 13.0% 26.0% Source: All Arbitron data based on Summer 2008 Persons 12+ M-Sun 6a-12m (Cume) 59

60 QUALITAP TM Scarborough Instant Qualitative Profile MILWAUKEE-RACINE - Release Aug07-Jul08 Scarborough Qualitative Criteria: Metro Survey Area Listened to WKTI-FM Adults 18+ Qualitative Population: 150,291 Qualitative Respondents: 174 Sex Age Levels 34.2 % Male 65.8 % Female 31.7% 29.3% Employment Status 20.6% Full-Time (35+ Hrs) 56.7% Part-Time (<35 Hrs) 25.1% 12.5% Not Employed A Homemaker 8.2% A Student 3.4% Retired 2.9% Disabled 1.6% Temporarily Laid-Off 0.0% P P P Household Income Levels P % P % P % Looking For Work 2.0% Other 0.0% Occupation Summary 23.3% Management/Business/Financial Ops 18.4% Professional/Related Occupations 26.2% Service 11.8% Sales/Office 14.7% Farming/Fishing/Forestry 0.0% Construction/Extraction/Maintenance 4.9% Production/Transportation/Matl Mvng 5.8% Military Specific 0.0% White Collar 59.3% Blue Collar 22.5% Highest Education Level Attained 7.3% Less Than $25, % 2.5% $25,000-$34,999 $35,000-$49,999 $50,000 - $74,999 $75,000+ # Child(Ren) Under 18 In Household No 44.0% One 21.1% Two 23.4% Three Or More 11.5% Own Or Rent Residence Own 76.0% Rent 14.5% Other -Do Not Own Or Rent 9.5% 2.2% Less Than 12th Grade 27.7% High School Grad(12th Grade/Ged) 31.3% Some College(1-3 Years-Not Grad) 38.9% College Graduate Or More Prepared with QUALITAP v Arbitron Inc. QUALITAP is a service mark of Arbitron Inc. TAPSCAN is a registered mark of TAPSCAN Inc., used under license. Data Release Aug07-Jul08 Scarborough. Subject to the limitations and restrictions stated in the original report. 60

61 WTMJ 620 AM Format: News, Talk, Sports Program Description: "Wisconsin's News, Sports & Talk Leader" Programming Features: The Clark Howard Show, Laura Ingraham, Jeff Wagner, Charlie Sykes, The Green House with Jonathan Green, WTMJ Sports Central, Michael Savage. Summer 08 Arbitron/Scarborough Highlights WTMJ reaches 359,200 different people weekly. Average age is % are Men. 76% of WTMJ audience is Persons % own their home. Cume up 5% fueled by Red Hot Milwaukee Brewers Baseball Team. Owner: Journal Broadcasting GM/VP Steve Wexler GSM Tom Sheridan Business Offices 720 E. Capitol Drive Milwaukee, WI

62 WTMJ 620AM (News, Talk, Sports) Duplication Ethnic Composition 30.0% 27.3% 25.0% 20.0% 18.8% Hispanic 1.1% Black 2.6% 15.0% 14.9% 13.7% 10.0% 5.0% 0.0% WISN AM WKLH FM WHQG FM WRIT FM Other 96.3% Audience Share Trends SU07 FA07 WI08 SP08 SU % 11.3% 9.3% 10.9% 11.4% % 3.0% 2.3% 3.3% 4.1% % 8.5% 6.3% 6.9% 8.2% County Composition Milwaukee Milw HDBA Milw HDHA Ozaukee Racine Washington Waukesha 37.6% 7.4% 1.3% 7.2% 10.5% 8.5% 27.6% Source: All Arbitron data based on Summer 2008 Persons 12+ M-Sun 6a-12m (Cume) 62

63 QUALITAP TM Scarborough Instant Qualitative Profile MILWAUKEE-RACINE - Release Aug07-Jul08 Scarborough Qualitative Criteria: Metro Survey Area Listened to WTMJ-AM Adults 18+ Qualitative Population: 351,854 Qualitative Respondents: 549 Sex Age Levels 61.2 % Male 38.8 % Female 27.6% 22.4% Employment Status 18.6% 19.1% Full-Time (35+ Hrs) 52.0% Part-Time (<35 Hrs) 11.0% 8.7% Not Employed 3.7% A Homemaker 4.9% A Student 1.7% Retired 27.8% Disabled 0.5% Temporarily Laid-Off 0.2% P P P Household Income Levels P P P % Looking For Work 1.8% Other 0.0% 24.7% Occupation Summary Management/Business/Financial Ops 13.6% Professional/Related Occupations 14.7% Service 5.2% Sales/Office 13.4% Farming/Fishing/Forestry 0.0% Construction/Extraction/Maintenance 8.0% Production/Transportation/Matl Mvng 8.1% Military Specific 0.1% White Collar 41.6% Blue Collar 21.4% Highest Education Level Attained 7.8% Less Than $25, % 8.3% $25,000-$34,999 $35,000-$49,999 $50,000 - $74,999 $75,000+ # Child(Ren) Under 18 In Household No 68.3% One 13.3% Two 10.6% Three Or More 7.8% Own Or Rent Residence Own 85.4% Rent 12.2% Other -Do Not Own Or Rent 2.3% 2.8% Less Than 12th Grade 33.9% High School Grad(12th Grade/Ged) 29.5% Some College(1-3 Years-Not Grad) 33.9% College Graduate Or More Prepared with QUALITAP v Arbitron Inc. QUALITAP is a service mark of Arbitron Inc. TAPSCAN is a registered mark of TAPSCAN Inc., used under license. Data Release Aug07-Jul08 Scarborough. Subject to the limitations and restrictions stated in the original report. 63