ONAIR ONLINE ONSITE Copyright © 2010 Entercom Communications LLC While other media companies like...

ONAIR ONLINE ONSITECopyright © 2010 Entercom Communications LLC

While other media companies like to give you access to their sales inventory, at Entercom Madison and Milwaukee we specialize in giving you access to the listener’s lifestyle. It’s like having a backstage pass to the listener’s mind. We focus on delivering integrated marketing solutions that connect our emotionally-engaged fans with your consumers via unique assets.

More than just a network of great sounding radio stations, we are full-service integrated marketing companies designed to meet client advertising, marketing and promotional needs through a variety of products and services. Included in our arsenal are six radio stations, five HD music channels, six Internet Radio Stations, seven websites, six listener databases, and numerous street/experiential teams.

Our strategic approach often transcends traditional media offerings by leveraging our multiple assets that include on-air, internet and onsite competencies. This attention to detail helps ensure measurable results for your company.

Entercom : All Access

Entercom is the largest radio-only company in the United States. Entercom owns and operates a nationwide portfolio of radio stations. Entercom's 120 radio stations reach over 16 million people weekly! We operate multi-station groups with leading positions in all of our markets. The Entercom markets are Austin, Boston, Denver, Gainesville, Greensboro, Greenville, Indianapolis, Kansas City, Madison, Memphis, Milwaukee, New Orleans, Norfolk, Portland, Providence, Rochester, Sacramento, San Francisco, Seattle, Springfield, Wichita, and Wilkes-Barre.

The Entercom Community Philosophy

Entercom believes that radio station operators differentiate themselves from their peers primarily through their ability to recruit, develop, motivate and retain superior management, programming and sales talent. Accordingly, we strive to establish a compelling corporate culture which is attractive to high performers.

In 2007, Entercom made the Forbes List of “100 Most Trustworthy American Companies” showing the highest degree of “fair dealing to stakeholders.”

Entercom stations and employees get involved with making a difference in their communities. In 2005, $111 million was raised for charitable causes through fundraising activities, advertising and promotional support. One day each year, employees are given the opportunity to participate in a company-wide program called Make a Difference Day which provides community based charitable work that benefits a variety of humanitarian causes.

Company Overview

ONAIR ONLINE ONSITECopyright © 2010 Entercom Communications, LLC

Entercom Milwaukee On-Air Activation

• :10 / :15 / :30 / :60 Commercials• Commercial Creative Production• Share of Market / Mind Campaigns• Public Affairs Campaigns• Air Talent Endorsements• Audio Product Placement• Workday Triple Play• JoJo’s Party Jamz• KISS Kredit Card Payoff• KISS Kling

• Five O‘Clock Traffic Jam• KISS Top 8 at 8• KISS Kombat• KISS Konnects• Klub KISS• Holiday Weekends• American Top 40• KISS Klose Up• KISS “Icon”

• :10 / :15 / :30 / :60 Commercials• Commercial Creative Production• Share of Market / Mind Campaigns• Public Affairs Campaigns• Air Talent Endorsements• Audio Product Placement• On the Air with Ryan Seacrest• Christmas Music Programming• 99 Kids

• After 5 Live, concert experience• MIX Moments• Remarkable Woman• Holiday Music Sponsorships• Christmas Choir Competition• Jingle Bingo• Stuff the Bus

• :10 / :15 / :30 / :60 Commercials• Live Reads• Commercial Creative Production• Share of Market / Mind Campaigns• Public Affairs Campaigns• Air Talent Endorsements• Audio Product Placement• The Doug and Mike Show• The Dan Patrick Show

• The BIG Show• Jim Rome• Studio Sponsorships• Sound-Off Line• Hunting and Fishing Show• Milwaukee Admirals• Green & Gold Monday• Pre & Post Game Broadcasts for

Packers, Brewers, Bucks• NASCAR Show• Sparky’s Final Inspection

KISS-FM

WMYX

WSSP


99.1 The Mix is Milwaukee’s exclusive Hot AC station! The Mix is your direct connection to women in Milwaukee. Playing your favorite songs from today it’s the one station that everyone can agree on whether at work or in the car.

The Mix listeners kick start their day with a dose of The Morning MIX with Kidd O’Shea and Elizabeth Kay. A fun and entertaining discussion of topics that appeal to all women, including the days hottest water cooler topics.

Drive home with Ryan Seacrest and you’ll be up to date on the latest, hottest trends, entertainment news and gossip and all the great MIX music you love.

99.1 The Mix reaches more women 25-54 than any other station in Milwaukee. She is independent, mobile, and upscale. She makes time for what is important to her and holds the purse strings for her family making 80% of the buying decision.

The Mix remains highly visible as an active supporter and participant of community events. The station serves a five county Milwaukee metro area, including Milwaukee, Racine, Waukesha, Washington, and Ozaukee counties.

Call Letters: WMYX-FMDial Position: 99.1 FMWebsite: 991wmyx.comFormat: Hot ACTarget: Women 25-54

Weekday Programming:Morning MIX with Kidd O’Shea & Elizabeth KayMid-Mornings with Tony LorinoMid-Days with Van McNeilOn-Air with Ryan SeacrestNights with Kim Iverson

Annual Income (HH)Education

<$25K: 11%$25K – $34,999: 11%$35K – $49,999: 12%$50K – $74,999: 19%$75,000+: 47%

HS Graduate: 25%Some College or more: 67%

Homeowner

Own: 68%Rent: 24 %

One or More 52%None: 48%

Children in the (HH)


Call Letters: WXSS-FMDial Position: 103.7 FMWebsite: 1037kissfm.com Format: CHRTarget: Adults 18-44

Weekday Programming:Mornings with Wes, Rahny & AlleyMid-Days with JoJoAfternoons with Kraig KarsonNights with TBA

103.7 KISS FM is a contemporary hit radio station, specializing in playing new music. If it’s a hit, KISS plays it. All the personalities are upbeat and on the cutting edge of “what’s happening.”

The KISS listener knows what it means to work hard and play hard. With an average age of 29, she is college educated, fashion conscious and extremely comfortable with all things tech. She is a frequent texter and likely spends more time online than watching TV. Although using her DVR, she never misses her favorite TV shows, choosing to watch when it’s convenient for her.

The KISS audience, 60% female and 40% male, makes an amazing impact on the Milwaukee economy, spending over $2.5 billion annually at area retailers!

KISS-FM is The MOST LISTENED-to FM station in the state, serving all of Southeastern Wisconsin including Milwaukee, Racine, Waukesha, Washington, and Ozaukee Counties.


<$25K: 16%$25K – $34,999: 19%$35K – $49,999: 13%$50K – $74,999: 15%$75,000+: 36%

HS Graduate: 36%Some College or more: 50%

Homeowner

Own: 53%Rent: 33%

One or More 60%None: 40%

Children in the (HH)


Call Letters: WSSPDial Position: 1250-AMWebsite: Sportsradio1250.comFormat: Sports-TalkTarget: Men 25-54

Milwaukee’s SportsRadio 1250 (WSSP) is anything but typical! More than just play-by-play full-time programming brings out the team captain, armchair quarterback and fantasy fan in all of Southeastern Wisconsin. Sports has always been the great equalizer and you’re just as likely to hear CEO, managers and just plain working folks calling in and talking sports on all levels with WSSP’s major league lineup.

Featuring local personalities Doug Russell and Mike Wickett in the Mornings, and The Big Show in the Afternoons with Josh Vernier, Steve “Sparky” Fifer, and former Green Bay running back Gary Ellerson as well as national talents Jim Rome and Dan Patrick.

Urban and suburban, blue collar and white collar, the SportsRadio 1250 listener is as American as apple pie and baseball. And football. And basketball. And…well…you get the idea. With an average age of 44, the SportsRadio 1250 fan is a three-pointer at the buzzer, spending over $130 million annually with area retailers.

Weekday ProgrammingThe Doug and Mike Show (5a-9a) Dan Patrick Show (9a-11a)Jim Rome (11a-2p)The Big Show (2p-6p)


<$25K: 7%$25K – $49,999: 21%$50,000+: 72%

HS Graduate: 26%Some College or more: 6.9%

Homeowner

Own: 91%Rent: 9 %


Entercom Madison On-Air Activation

• :5 / :10 /:15 / :30 / :60 Commercials• Commercial Creative Production• Share of Market / Mind Campaigns• Public Affairs Campaigns• Air Talent Endorsements• Audio Product Placement• Fletch and Heather in the Morning• Beatle Brunch• WOLX Morning Show Giveaways• Madison’s Favorite Recipes

• Thanksgiving on the Mayflower• Holiday Music• Jingle Bingo• Tom Kent Radio Network• Weather Dominators

• :5 /:10 / :15 / :30 / :60 Commercials• Commercial Creative Production• Share of Market / Mind Campaigns• Public Affairs Campaigns• Air Talent Endorsements

• Commercial Free 8AM – 11A• Weather Dominators• Friday Night at the 80’s• Exclusive music with no

interruptions• No Repeat Work Week

• :5 /:10 / :15 / :30 / :60 Commercials• Live Reads• Commercial Creative Production• Share of Market / Mind Campaigns• Public Affairs Campaigns• Air Talent Endorsements• Audio Product Placement• Jonathan and Kitty in the Morning• Acoustic Café• Early Morning Trivia• Eco Minute

• Grateful Dead Hour• Little Stevens Underground

Garage• Professor Gabby’s Night School• Radio Deli• Theme Weekends• Live From Studio M• Project M• Christmas in Studio M

WOLX

WCHY

WMMM


WOLX is the heritage Classic Hits station in the Madison area, with an enormous footprint in southern Wisconsin reaching 33 counties. With the timeless music and energetic on-air personalities, this is a safe environment to reach parents and grandparents with the incremental income to spend on the luxuries in life.

Call Letters: WOLXDial Position: 94.9 FMWebsite: www.wolx.comFormat: Classis HitsTarget: Adults 35-64

Weekday ProgrammingFletch and Heather in the Morning (5:30a-9a) Fletcher Keyes (9a-11a)Heather Moore (11a – 1p)Willie B (1p – 6p)Tom Kent (6p – 11p)

Own: 90.5%Rent:: 9.5%

Homeowner Education

College Degree or More: 46%Some College: 26%

High School Graduate: 22%

Annual Income (HH)

Under $25K: 5%Under $50K: 39%$50K - $75K: 18%

$75K +: 42%


WE PLAY EVERYTHING. From Madonna to Sugar Ray to The Pretenders to Dave Matthews – this is your I-Pod after way too much coffee. These listeners are fun loving and always looking for a good time.

That’s why they tune into us. Charlie listeners are in the age of acquisition: making big life choices about their education, big ticket purchases, and relationships.

Call Letters: WCHYDial Position: 105-1 FMWebsite: 1051charliefm.comFormat: Adult HitsTarget: Adults 21-44

Weekday ProgrammingCommercial Free (8a – 11a)No repeat work week (8a – 5p)

Own: 86.8%Rent:: 13.2%

Homeowner Education

College Degree or More: 34.6%Some College: 26.3%

High School Graduate: 38.2%

Annual Income (HH)

Under $35K: 6%$35K -$50K: 13.3%$50K - $75K: 17.1%

$75K - $100K: 36.6%$100K +: 21.6%


105.5 Triple M is Madison’s station for all things local and sustainable. Triple M listeners are passionate and enthusiastic about their community, and go over and above to support their local businesses.

The eclectic playlist, that includes everything from classic rock to indie rock to up and coming new rock, lends itself to a very educated audience with a thirst to be in the know about all things that impact Madison from politics and the environment to hip restaurants and retail outlets.

Call Letters: WMMMDial Position: 105.5 FMWebsite: 1055triplem.comFormat: AAATarget: Adults 25-54

Weekday ProgrammingJonathan and Kitty in the Morning (5:30a-10a) Jonathan Suttin (10a-12p)Pat Gallagher (12pa – 2p)Vince Cannova (2p – 7p)Gabby Parsons (7p – 12a)

Own: 88.7%Rent:: 11.3%

Homeowner Education

College Degree or More: 72%Some College: 13%

High School Graduate: 10%

Annual Income (HH)

Under $25K: 2%Under $50K: 37%$50K - $75K: 30%

$75K +: 33%


Online & Interactive ActivationDigital marketing is a conduit to deliver to listeners what they crave most – one-on-one interaction with unique content and information.

And no one is better poised to take advantage of this than radio. Because our digital assets are an extension of our brands – and offer our community of engaged listeners even more ways to interact with their favorite stations and personalities – advertisers who rely on radio properties benefit most from this enhanced level of one-on-one communication.

Today, Entercom has 96 radio station websites reaching 3.5 million unique web visitors a month, delivering 19 million page views, 76 streaming stations, reaching 671,474 people monthly, and a database of 2.3 million listeners.

Radio and the Internet are powerful complements. In Milwaukee we have: three station websites reaching 132,170 unique web visitors a month, delivering 925,153 page views, three internet radio stations, reaching 30,930 monthly visitors (unique cume), with 281,363 total listening hours, a database of 84,035 listeners, 58,401 Facebook Fans/Friends and 4,240 Twitter Followers. In Madison we have: three station websites reaching 35,212 unique web visitors a month, delivering 153,515 page views, three internet radio stations, reaching 9,433 monthly visitors (unique cume), with 110,297 total listening hours and a database of 39,399 listeners, 3764 Facebook Fans and 1202 Twitter Followers.

•Websites•Website Display Advertising, Rich Media and/or Static Display Ads •Internet Radio; streaming audio spot (:30 or :60) with clickable display ad•Internet Radio; Video Pre-Roll (:15sec. wmv or flv) with clickable display ad•Video Overlay Ads (Walk Out Video)•Mobile Marketing / Text Messaging•Flycast –Now Playing on iPhone, Blackberry, Android phones (like T-Mobile G1)•Database Marketing – Tribal Direct (Direct-to-Consumer)•Database Marketing-Survey’s, Contest, Trivia, •Database Marketing-E-Mail Newsletter Display ad•Virtual Remotes•Video & Audio On Demand•Custom Micro-sites; Landing pages•Keyword Search•On-line, Interactive Games•E-Commerce, Milwaukee Perks•Integrated Sponsorships, Artist Network, What’s Hot Clip, Video-On-Demand


Online & InteractiveWebsites


Online & InteractiveBanner AdsHomepage:

300x250 Medium Rectangle, Half Rectangle 300x100

Internal Pages:

300x250 Medium Rectangle, 728x90 Leaderboard, 120x240 Vertical Banner

All banners can be produced by Entercom creative and graphics team

All positions are rich-media (Flash) capable.


Online & Interactive

Internet Radio:60 or :30 second audio commercials on the online streaming player.

Synchronized, clickable 300x250 banner ad will link listeners to your site.

Video Pre-Roll Ads15-second rich media commercials that play as Internet Radio player is loaded.

Synchronized, clickable banner ad links listeners to client website.

15-second TV commercial or Web-isode.

Entercom provides turnkey creative and production, if needed.


Online & InteractiveStation Database Marketing: E-mail and Video NewslettersA combined database of over 125,000 opt-in email newsletter recipients.

These are our most loyal, dedicated listeners

Display Ad Inclusion: 468x60 Banner (All banners can be produced by Entercom creative and graphics team)


Online & Interactive:Station Reward Club OverviewsThe most important benefit of this program is the ability to generate fast, measurable response for our advertisers. Mechanically, the program works like a frequent flyer program, where our audience earns points when they interact with your business. The more they interact, the more points they earn. The more points they earn, the better their chances are of winning thousands of dollars worth of cash and prizes.


Online & Interactive Station Reward ClubReach our 187,000 club members with E-Contests, Trivia, Survey’s, Special Offers and games. Our members earn points for interacting with the station and your brand!


Online & Interactive ActivationStation Reward Clubs ToolsSurveysEntercom offers businesses the ability to receive direct feedback from consumers by housing surveys within our websites. These surveys often utilize incentives to generate the most responses. Recent surveys have generated over 5,000 participants and can link directly to the advertisers website.

Featured LinkQuickly increase traffic to your website or web-based promotion. Consumers earn points for clicking through to your website

Special OffersA cost effective method to get your offer in the hands of potential customers, plus consumers earn points after printing your coupon.

TriviaQuickly drive deep interaction and traffic to your website. Listeners are presented with weekly trivia questions about information that can be found on your website. Questions can be designed to focus on specific areas of interest or actionable information. Listeners visit your website to find the areas and earn their points.

Virtual RemoteIncrease traffic to your location. Listeners are invited to visit your location, pick up a code card, listeners input this code online (Reward Club Page) to earn points.


Database MarketingInteractive Surveys with Opt-in Leads Consumers take custom surveys designed to help you understand their buying

and brand preferences, attitudes about you and your competitors, and more. Survey questions can be designed to focus on specific areas of interest and

deliver actionable information. Opt-in participants can be invited to receive additional information directly

from you. A detailed report showing results is provided at the end of the campaign


Online & Interactive ActivationMobile Marketing/Text Messaging“Mobile Marketing” refers to marketing to consumers via their mobile phones’ data messaging capabilities. The primary method is via Text Messaging—also known as SMS (Short Message Service)—which is available on virtually every mobile phone in the world. Mobile Marketing can be used as a sales tactic (i.e., Text To Win a Toyota Truck) and to enable their listeners to communicate with stations (Text To Request a Song, etc).

Mobile ApplicationEntercom knows how to connect with its listeners on the digital front. Engaging websites with tons of video content, active listener rewards clubs, text messaging, social media, and more. And now… a mobile application built for our growing Smartphone audience. The Entercom “apps” are designed for the iPhone, iPod Touch and iPad* and have high-demand features built in allowing users to listen live to the stream of the station; call, email or text the station with one click; use the station as an alarm clock or check out station website content such as DJ blogs, video, audio, podcasts and more.

Social MarketingSocial Media gives Entercom the chance to connect with their listeners on another level. Facebook and Twitter gives advertisers the chance to connect with prospective and current clients through Display ads, New Offers tab, Video pre-roll, Sampling and Focus Groups.


Online & Interactive ActivationSpotlight Rich Media Ad Banners: Spotlight banners display your business’s actual inventory for people living in

Milwaukee and/or Madison. Excellent branding and high click through rates through inventory based ads. Spotlight banners are cost-effective lead-generation, with the immediacy and simplicity of online conversion.

Audio & Video On DemandAudio and Video players on the station website home pages provide listeners

with the ability to search, watch and post unique audio and video content. The players also provide an opportunity to serve contextually-relevant advertising for multimedia content.

E-Commerce: My Madison/Milwaukee PerksMy Perks is the umbrella e-commerce platform which includes all direct-to-

consumer and value oriented offers and opportunities for our listeners. Half Price Deals specifically focuses on restaurants and/or retailers where we sell discount certificates directly to listeners for half of the face value. The program offers tremendous advertising value for our clients and a special bargain for our listeners.


Online & InteractiveCustom Microsites or Landing pages:Themed micro-sites or landing pages that establish in-depth advertisement or event information.

Entercom 1Thing:Ask five people what sustainability means. You’ll likely discover their answers are as varied as the ways to support green living. Like many Americans, The goal of Entercom's 1Thing program is to provide our listeners with easy, relevant ways to begin living green, from hints on energy efficient appliances to remembering to turn off the water when you brush your teeth. 1Thing strives to be a community resource where you can contribute and learn simple ways to make a difference.

Entercom 1Thing Milwaukee and Madison - this integrated program allows Entercom listeners to proudly share their 1Thing online, on-air, and on-site.

1Thing Display Ad Inclusion: 300x250 Medium Rectangle, 120x240 Vertical Banner, 234x60Half Banner (All banners can be produced by Entercom creative and graphics team)



Online & InteractiveWalk Out VideoIncrease the power and impact of your website with Walk Out Video™ Entercom provides everything you need to bring more visitors to your website and motivate them to take action when they arrive.

Walk Out Video™ on Entercom Milwaukee or Madison Radio Station Website(s):Production of a custom Walk Out Video™ that will run on our high traffic website(s).Your “Click on Me Now” video will drive listeners to your website or custom landing page to motivate visitors to action (i.e. complete a registration form, print a coupon and much more!)Walk Out Video™ is generating click through rates 50x higher than traditional banner ads.

Walk Out Video™ on Your Business Website:Production of a custom Walk Out Video™ that will run on your business website. Your “Click on Me Now” video will motivate visitors to action (i.e. Call you now, Visit your shopping cart, complete a registration form, print a coupon and much more!)Your Walk Out Video™ can run on any page of your business website. Walk Out Video™ is proven to increase consumers purchase intent. It s the most powerful tool available to motivate visitors to take action!


Online & InteractiveIntegrated On Line SponsorshipOpportunity for specialty content sponsorships. Examples include sponsoring 1Thing categories, part of our year-long sustainability website and our yearly Fright Guide featuring everything you need to know about Halloween, and the Artist Network giving listeners direct access to sound clips, bio, video and ‘click to buy’ links.

Example: The Artist Network


Reporting

Digital & InteractiveReporting Every campaign includes a detailed report that quantifies the response

generated. Depending on your campaign, report details include impressions delivered, click-through rate and information on opt-in respondents of those consumers that wanted more information

High levels of accountability make your investment easy to justify

Entercom offers on-site experiences from 2-hour remotes or appearances with talent to custom on-site experiences featuring (or sampling) product.

Entercom also promotes and partners with a variety of events and venues annually. We offer sponsors a wide selection to meet your local event and sponsorship needs. Many events can be customized to meet your budget and marketing goals.

March St. Patrick’s Day

April Milwaukee Brewers Opening DayMay Wisconsin Dells Summer Kick-off

June / July Summerfest U.S. Bank Golf Championship

August State Fair Zoo Ala Carte WSSP Charity Golf Outing

September Susan G. Komen, Race for the Cure UWM Sample the City/Pantherfest

October Halloween

November Stuff the Bus Holiday Lights Kick-off

December New Years Eve at Olympia Resort KISS-mas Bash WSSP Toy Drive for Children’s Hospital

Experiential ActivationEvents & Partnerships Milwaukee


Entercom Madison offers on-site experiences from 2-hour remotes or appearances with talent to custom on-site experiences featuring (or sampling) product.

Entercom Madison also promotes and partners with a variety of events and venues annually. We offer sponsors a wide selection to meet your local event and sponsorship needs. Many events can be customized to meet your budget and marketing goals.

FebruaryBockfest WOLX Stuff Sale

April Project M

June / July Rhythm and Booms Art Fair on the Square Middleton’s Big Event

September Wisconsin Football Tailgates Football Frenzy

November Thanksgiving on the Mayflower

December Jeweltide

Annual Mystery Gas Promotion Charlie’s Party Patrol Green Team

Experiential ActivationEvents & Partnerships Madison


Measurable ResultsCase Study HighlightsPettit National Ice Center: Entercom Milwaukee Rob Multerer, Director of Operations

Situation: After hosting a Marketing Workshop with Rob Multerer, Dir. of Operations and Randy Dean, Pettit Executive Director, key objectives were defined. Pettit National Ice Center was looking to debunk the myth that the their facility was only available to competitive, Olympic athletes and they wanted to attract families to the Pettit Center as a family destination (outing) specifically during the “holiday season”

Results: Entercom Milwaukee Strategic Marketing team then developed a comprehensive integrated marketing campaign, “Memories On Ice,” to accomplish both objectives. The custom campaign focused on branding the Pettit National Ice Center as an affordable place parents can bring their children to create fond family memories. As a result of the campaign there was a 26% increase in traffic to Pettit National Ice Center during campaign flight.

Pellmann Vein & Laser Clinic & Center for Medical Imaging: Entercom MilwaukeeDr. Roger Pellmann, Owner, Jacquelyn Evans, VP Operations

Situation: After hosting a Marketing Workshop with Dr. Roger Pellmann and Jacquelyn Evans, VP of Operations, several challenges/insights were discovered. There was a general lack of awareness with target audience that Dr. Pellmann is nationally recognized in both diagnosis and treatment of Varicose Veins, additionally there was a need to create a link between the Vein & Laser Clinic and the Center for Medical Imaging, which provides the latest technology in imaging technology.

Results: Entercom Milwaukee Strategic Marketing team created an umbrella for the Center of Medical Imaging and Vein & Laser Skin Care Clinics that allowed each entity to continue to co-exist while creating a brand around the Pellmann name. The Integrated marketing campaign, “Feel Better” blended the Pellmann name with experience and expertise, and targeted consumers with lifestyle messages focusing on the freedom (emotion) individuals experience with proper diagnosis, treatment from Dr. Pellmann. As a result of the campaign, patient consults doubled.



• Web 2.0: A new generation of websites and online services commonly associated with web development and design that facilitates interactive information sharing, interoperability, user-centered design and collaboration. (Examples include web-based communities, social-networking sites, video-sharing sites, wikis and blogs,) A Web 2.0 site allows its users to interact with other users or to change website content, in contrast to non-interactive websites where users are limited to the passive viewing of information that is provided to them. “I noticed some inaccuracies in the Wikipedia listing for our morning host so I made some edits.”

• Traffic: Website traffic is measured in many different ways, just at it is measured in different ways for Radio stations. Traffic includes page views, uniques, impressions, Click-Thru Ratio’s, and more. “Our traffic reports show that we had 100,000 unique visitors last month who generated 400,000 pageviews. That means, on average, each person looks at four pages.”

– Uniques: Uniques are referred to as Unique Visitors or Unique Streamers and are similar to cume. They are the number of unduplicated people who visit a website or listen to a stream. They are only counted once, regardless of how many pages they see, how long they listen or how many times they visit (unless they delete the cookie that is used to track their site use, but this is rare.) “In September, WWL had 338,485 unique visitors and they averaged four page views each per visit.”

– Impressions: Impressions are the total number of people exposed to an advertising message. This number is duplicated, as it counts “gross impressions.” We measure impressions for a variety of ad types including audio, video, banners, tiles, etc. “WWL’s website delivered over 1.9 million impressions in September.”

– Pageview: When you request to see a webpage, that page registers a “view.” This is one way to track how many people see an ad on the web. “Our website generated 400,000 pageviews last month.

• Banner: Also called a ‘display ad,’ a banner is a virtual “billboard,” usually rectangular, that appears on a webpage. Clicking on a banner usually takes the user to another website containing more information about the product or service being advertised. “Thirty listeners clicked on the banner to find out more about the insurance offer.”

• CPM - Cost Per Thousand: A media term describing the cost of 1,000 impressions. For example, if our station charges a $15 CPM and delivers 100,000 impressions during the campaign, the total cost of the campaign is $1,500. “We charge a higher CPM than mass traffic sites because we provide a more targeted audience for the advertiser.”

• Click thru Ratio (CTR): A measurement of how many people “click” through a web advertisement after seeing it. A possible measurement of the ad’s effectiveness. “The CTR for our station website is higher than other commercial websites because the people who visit tend to be highly engaged with the radio station.”

• Micro-Site: This is a smaller version of a full-blown website that can be part of a station’s website featuring an advertiser, station charity tie-in and so on. “It’s very beneficial for your company to have a micro-site attached to our website as you will benefit from the association and the traffic that we drive there continuously.”

Digital & Interactive Glossary


• Email Marketing (or Database Marketing): Email marketing is a process through which a collection of names and other related information culled from your website, from visitors who ask, or “opt-in,” to receive more information from you in the future via newsletters and/or email messages. “We have 40,000 listeners in our database who have opted in to receive relevant information from our advertisers.”

– Opt In – Opt Out: When someone “opts in,” they have indicated they would like to be on the website’s “mailing list” and would like to receive more information on related subjects. When someone “opts out,” they ask to be deleted from the database. “We will send information about your sale to the listeners in our database who have opted in to receive that type of information – they are the best type of customer – already engaged and already looking forward to hearing from you.”

• Internet Radio Player: When a listener clicks to listen to one of our stations, our player opens (which is like an online version of a control panel), plays a pre-roll video and then begins to stream. “When the listener listens to the stream through the player, they will hear your commercial once every other hour.”

– Streaming Audio: Audio that is delivered online via the web is streamed. The commercials that air on the terrestrial radio station, do not air on the stream. Different ads are inserted into the stream. This allows the advertiser to reach the growing online audience in an audio format. "Your streamed commercial will air until it reaches our agreed upon impressions goal in the agreed-upon timeframe.“

– Video Gateway Ad (or Video Pre-Roll): An ad, like a TV commercial, which airs within a window on the player while the stream is getting ready to play. “Your 15-second video commercial will air in the player which will be seen by every person who listens online to the station as it plays before the audio stream starts.”

– Synchronized Banners: Entercom’s media players feature banner ads that are coded to appear simultaneously when a video pre-roll or streaming spot plays, enabling a user to instantly click-through to the sponsor’s website. This is not true of all radio companies currently, and it ensures that our video and audio ads are ‘actionable.’ “Every time your commercial is heard on our stream the banner will run concurrently which means potential customers can link directly to your site when they hear your message from the same webpage.”

• Text Messaging (or SMS – Short Message Service): Communication that is sent via “texting” on a cell phone, blackberry or other portable device. “We can text message all of the team’s fans to alert them to the time of the playoff game.”

• Viral: Online content or an online marketing campaign that takes on a life of its own by virtue of users discovering it and recommending it to friends on a grassroots level. “By uploading their parody video to YouTube, the station enjoyed a viral marketing success.”

Digital & Interactive Glossary

Michael Keck Vice President, Market Manager, Entercom Milwaukee & Madison

Sue Schmitz National Sales Manager, Entercom Milwaukee & Madison

Allison Warren Director of Strategic Sales and Marketing, Entercom Milwaukee & Madison

Mike Donovan General Sales Manager, 103.7 KISS-FM, SportsRadio 1250-AM

Kira Lafond General Sales Manager, 99.1 WMYX

Shannon Rovak General Sales Manager, 94.9 WOLX, 105.1 WCHY, 105.5 WMMM

Jennifer Singer Local Sales Manager, 94.9 WOLX, 105.1 WCHY, 105.5 WMMM

Entercom Marketing Results Milwaukee Team


Entercom Milwaukee11800 West Grange AvenueHales Corners, WI 53130414.529.1250

Entercom Madison7601 Ganser WayMadison, WI 53719608.826.0077

ONAIR ONLINE ONSITE Copyright © 2010 Entercom Communications LLC While other media companies like...

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