Media Kit - The Mix of Oldies

ABOUT RADIO
Does radio have an average listener? Here's a quick look at who listens to radio.
In a typical week, radio reached 96% of all adults (18+ demographics) living in a household with
annual income of $75,000 or more. During the typical week, 96% of college graduates and 92%
of non-college graduates tune in to radio.
By location, 81% listen in their automobile. 69% tune in at home and one third hears radio in
other locations. 97% of all working women tune in to radio.
ABOUT THE KEYS RADIO GROUP
Keys Radio Group owner Joe Nascone has been in the radio business for 40 years and in the
Keys since 1990 with his stations WFFG 1300 AM talk radio and WGMX 94.3 FM in Marathon. In
June 2011 he purchased two stations from the Clearchannel group, 96.9 FM in the Upper Keys
and 93.7 FM in Key West which combined with 94.3 FM and 1300 AM are now known as the
‘MIX’ and provide coverage from Key West to Cutler Ridge.
The MIX was created and is the only radio group that covers every household in the Keys. The
MIX is the only unified format that reaches and involves Key West the Middle Keys and the
Upper Keys, including Ocean Reef all the way to Cutler Ridge on the Turnpike. The several
million vehicle drivers who travel into the Florida Keys from points north will be tuned into
radio and will switch their dial to the MIX as Miami stations lose signal and strength. Billboard
advertising will urge listeners to tune in as they traverse southwards through the Keys.
THE FORMAT
Through extensive focus studies and constant review by a team of major market research
experts to establish the Keys predominant demographic and the best format to reach that
demographic it was established that the Oldies format is the exact format that reaches and
retains the majority of adult listeners in the Keys.
The MIX is familiar and nostalgic music from the 60’s, 70’s and 80’s driven by a music mix of
Motown, Soul and Rock & Roll. Paced by high energy, local weather, national and local news
briefs and community related programming like the Henry Rosenthal Keys history segments and
the Skip Bradeen fishing show and Captain Spencer Slates Dive Report.
The same research also says that live coverage of NFL Football and other major sports as well as
in-depth fishing and diving information is warranted. Through our sister AM station WFFG News
Talk and Sports this is included in our programming ‘mix’ enabling us to provide targeted
advertising plans that encompass all aspects.
THE MIX DEMOGRAPHIC
The MIX core audience is the much coveted Baby Boomer and Generation X demographic consumers aged 35 to 65 the buying public and your customer and potential customer. Over
the past two years studies show that the stations have also attracted a younger audience as
well.
They index 35% above the norm for the likelihood to own stocks and 47% above the norm for
the likelihood to own mutual funds. This same audience spends more on travel and leisure than
any other demographic and therefore their presence is significant in our staple industry tourism.
The 2013 Arbitron now show the MIX of Oldies Station isthe Florida Keys' number 1 station in
the ratings in both the 18 plus demographic and the 35 to 64 demographic.
An independent study issued on 1/12/2012 after a 45 weeks of sampling by independent
market research showed that :
WKEY 93.7FM has 41% of the Key West audience in home with an excellent retention.
Composition: Adults 38 to 65 plus skewed to 45 plus.
WGMX 94.3FM has 32% of the Marathon area in home audience with an excellent retention.
Composition: Adults 38 to 65 plus.
WKEZ 96.9FM has 38% of the Key Largo/Upper Keys area in home audience with an excellent
retention. Composition: Adults 38 to 65 plus.
This is the audience with disposable income Keys residents, visitors and snowbirds with money
to spend on dining out, leisure activities and retail purchases from vehicles to groceries. The
MIX features the most qualitatively desirable format for the largest range and variety of
advertisers.
In essence the MIX provides a platform for advertisers to successfully reach a high percentage
of Keys residents, tourists, weekenders and snowbirds.
THE MIX ADVERTISING PHILOSOPHY
We believe that the best way to provide excellent service to you our customer is to match your
needs with the right MIX package. We will tailor a marketing program for your business and
help you put together a successful advertising campaign designed to suit your specific needs.
Advertising on the MIX is an investment that really pays
Fish where the fish are!
For more Information Call Sue Finney
Phone: 305-394-3736
Email: [email protected]
Keys Radio Group Area Coverage Map
South Dade and the Florida Keys
South Dade
MIAMI
CUTLER RIDGE
HOMESTEAD
FLORIDA CITY
FLAMINGO
KEY
LARGO
Florida
Keys
96
.9
FM
ISLAMORADA
E
WK
MARATHON
Z
WKEZ 96.9 FM
94
.3
FM
BIG PINE
KEY
Motown Soul & Rock ‘n’ Roll
50,000 Watts of Power
Marathon to Cutler Ridge
Target Adults 18 to 64
M
WG
X
KEY
WEST
WKE
M
Y 9 3.7 F
WKEY 93.7 FM
WGMX 94.3 FM
Motown Soul & Rock ‘n’ Roll
50,000 Watts of Power
Big Coppett to Plantation Key
Target Adults 18 to 64
Motown Soul & Rock ‘n’ Roll
26,000 Watts of Power
Key West to Marathon
Target Adults 18 to 64
Rank Report
2013 Keys
2013 County Coverage
M-SU 6A-12M
Adults 18+ --- Population:62,800
Stations Ranked by: AVERAGE RATING
M-SU 6A-12M Adults 18+
15
10
5
0
WGMX-FM
WEOW-FM
WCNK-FM
WCTH-FM
WWUS-FM
WAIL-FM
WFKZ-FM
WKWF-AM
WKLG-FM
WKYZ-FM
AVERAGE SHARE
STATIONS
1
2
tie
tie
5
6
7
tie
tie
tie
WGMX-FM
WCNK-FM
WEOW-FM
WWUS-FM
WCTH-FM
WFKZ-FM
WAIL-FM
WKLG-FM
WKWF-AM
WKYZ-FM
COUNTY LEVELS:
AVERAGE
PERSONS
AVG
RTG
600
500
500
500
300
200
100
0
0
100
0.9%
0.8%
0.8%
0.8%
0.5%
0.4%
0.1%
0.1%
0.1%
0.1%
5,300
8.4%
AVG
SHR
10.8%
9.1%
9.9%
9.2%
5.6%
4.5%
1.0%
0.7%
0.9%
1.2%
TSL
(QH)
TURN
OVER
AVG
COMP
30.3
26.8
23.0
17.5
19.6
16.2
12.0
7.3
22.4
9.3
16.6
18.8
21.9
28.8
25.7
31.1
41.9
68.9
22.5
54.2
100.0%
100.0%
94.8%
100.0%
87.3%
100.0%
100.0%
100.0%
100.0%
100.0%
48.0
10.5
96.6%
Note: County Coverage data from these counties: MONROE UPPER KEYS, MONROE LOWER KEYS.
2013 Radio County Coverage based on fieldwork from 2012
Prepared by Custom Coverage v3.3. © 2013 Arbitron Inc.
CUSTOM COVERAGE is a mark of Arbitron Inc.
Data © Arbitron Inc. Subject to the limitations and restrictions stated in the original report.
This service is not part of a regular syndicated rating service accredited by the MRC and Arbitron Inc. has not requested accreditation.
Arbitron.Inc. does provide one or more syndicated services which are accredited by the MRC.
Rank Report
2013 Keys
2013 County Coverage
M-SU 6A-12M
Adults 35-64 --- Population:35,500
Stations Ranked by: AVERAGE SHARE
M-SU 6A-12M Adults 35-64
15
10
5
0
WGMX-FM
WCNK-FM
WEOW-FM
WCTH-FM
WWUS-FM
WKYZ-FM
WFKZ-FM
WAIL-FM
WKWF-AM
WKLG-FM
AVERAGE SHARE
STATIONS
1
2
3
4
5
6
7
8
9
10
WGMX-FM
WEOW-FM
WCNK-FM
WWUS-FM
WCTH-FM
WFKZ-FM
WKYZ-FM
WKWF-AM
WAIL-FM
WKLG-FM
COUNTY LEVELS:
AVERAGE
PERSONS
AVG
RTG
400
400
300
300
200
200
100
0
0
0
1.2%
1.0%
0.8%
0.8%
0.7%
0.6%
0.2%
0.1%
0.1%
0.0%
3,500
9.8%
AVG
SHR
12.1%
10.4%
8.6%
8.5%
6.6%
5.6%
1.8%
1.0%
0.9%
0.1%
TSL
(QH)
TURN
OVER
AVG
COMP
28.0
28.2
32.7
17.1
21.2
18.8
9.3
40.0
11.0
3.0
18.0
17.9
15.4
29.5
23.8
26.8
54.2
12.6
45.8
167.9
74.3%
66.2%
63.1%
61.4%
68.2%
83.4%
100.0%
73.9%
60.1%
13.1%
52.6
9.6
63.9%
Note: County Coverage data from these counties: MONROE UPPER KEYS, MONROE LOWER KEYS.
2013 Radio County Coverage based on fieldwork from 2012
Prepared with Custom Coverage v3.3. © 2013 Arbitron Inc.
CUSTOM COVERAGE is a mark of Arbitron Inc.
Data © Arbitron Inc. Subject to the limitations and restrictions stated in the original report.
This service is not part of a regular syndicated rating service accredited by the MRC and Arbitron Inc. has not requested accreditation.
Arbitron.Inc. does provide one or more syndicated services which are accredited by the MRC.