Newspaper Web Vs Radio

Same Budget-Better Results Maximizing Current Radio Program With Online Objective Of This Proposal…….. Explore some ways to maximize Fry’s current Radio buy . Increase Fry’s overall Reach and Frequency among W25-54 . Increase Fry’s Exposure and Impact of their messages . Create more consistent exposure to Phoenix’s online market (71% of the Phoenix market is now online according to 8/03 Nielsen NetRatings Survey) All Of This With……. Same Budget-Better Results Reach percentage of stations used by Fry’s in the target demo of Women 25-54 20.0 15.0 13.7 12.8 12.2 12.1 10.0 9.0 7.7 Weekly Cume Ratings Weekly 5.0 0.0 KMLE-FM KNIX-FM KESZ-FM KMXP-FM KOOL-FM KKLT-FM % Weekly Reach of Women 25-54 Source: The Media Audit Phoenix, AZ Aug-Sept 2004 Compared to Fry’s selected radio stations, Azcentral.com is the leader in reaching Women 25-54 30 28.6 25 20 15 13.7 12.8 12.2 12.1 9.0 Weekly Cume Ratings Weekly 10 7.7 5 0 Azcentral.com KMLE-FM KNIX-FM KESZ-FM KMXP-FM KOOL-FM KKLT-FM % Weekly Reach of Women 25-54 Source: The Media Audit Phoenix, AZ Aug-Sept 2004 Fry’s maximum net cume reach among Women 25-54 using 6 Radio Stations 367,786 Reach % - 51.2% Reach Among W25-54 Maximum Net Cume Unduplicated Reach Using – Stations: KESZ, KKLT, KMLE, KMXP, KNIX, KOOL Source: The Media Audit Phoenix, AZ Aug-Sept 2004 By dropping KKLT from the radio buy, Fry’s loses only 29,400 Women 25-54 Net Cume Unduplicated Reach 400,000 390,000 380,000 367,786 370,000 360,000 Reach % - 51.2% 350,000 338,386 340,000 Reach W25-54 330,000 Reach % -47.1% 320,000 310,000 300,000 Reach Among W25-54 w/ Original Reach Among W25-54 without KKLT Schedule Estimated New Schedule - Stations KESZ, KMLE, KMXP, KNIX, KOOL Source: The Media Audit Phoenix, AZ Aug-Sept 2004 A weekly campaign on azcentral.com will replace KKLT’s reach and gives Fry’s a new means of reaching the target demo. 143,900 150,000 125,000 100,000 75,000 Reach W25-54 50,000 29,400 25,000 0 Drop in Reach of Radio Among W25- Weekly Reach Among W25-54 on 54 without KKLT azcentral.com Estimated New Schedule - Stations KESZ, KMLE, KMXP, KNIX, KOOL Source: The Media Audit Phoenix, AZ Aug-Sept 2004 Net Cume Unduplicated Reach Comparison Women 25-54 447,049 460,000 440,000 Reach % -62.3% 420,000 Azcentral.com + KESZ, KMLE, 400,000 KMXP, KNIX, 367,786 KOOL 380,000 Reach W25-54 360,000 Reach % - 51.2% KESZ, KMLE, 340,000 KMXP, KNIX, KOOL, KKLT 320,000 300,000 Reach W25-54 w/Original 6 Stations Reach W25-54 w/5 stations + azcentral.com Source: The Media Audit Phoenix, AZ Aug-Sept 2004 Estimated Annual Spend For K-Lite Radio Buy $45,000 to $55,000 (Four Flights Each Year) Translates Into A 12-month Azcentral Online Program . Increase Fry’s overall Reach and Frequency among W25-54 . Increase Fry’s Exposure and Impact of their messages . Create more consistent exposure to Phoenix’s online market Sample Radio Schedule: Stations Utilized by Fry’s in targeting W25-54 Reach: 30.4% of Women 25-54 Frequency: 7 times 212.6 TRP’s Source: The Media Audit Phoenix, AZ Aug-Sept 2004 Sample Radio Schedule: Stations Utilized by Fry’s in Targeting W25-54 Reach: 30.4% of Women 25-54 Frequency: 7 times TRP’s: 212.6 Reach: 26.3% of Female Fry’s Customers Frequency: 6.9 times TRP’s: 180.4 Source: The Media Audit Phoenix, AZ Aug-Sept 2004 Sample Radio Schedule: Stations Utilized by Fry’s in Targeting W25-54 Reach: 30.4% of Women 25-54 Frequency: 7 times TRP’s: 212.6 Reach: 26.3% of Female Fry’s Customers Frequency: 6.9 times TRP’s: 180.4 Source: The Media Audit Phoenix, AZ Aug-Sept 2004 Net Cume Unduplicated Reach Comparison Women 25-54 azcentral.com increases potential reach by over 27%. 468,035 480,000 460,000 Reach % -65.2% 440,000 azcentral.com + 420,000 KESZ, KMLE, KMXP, KNIX, 400,000 367,786 KOOL, KKLT 380,000 Reach W25-54 360,000 Reach % - 51.2% 340,000 KESZ, KMLE, KMXP, KNIX, 320,000 KOOL, KKLT 300,000 Reach W25-54 w/Original 6 Stations Reach W25-54 w/ 6 stations + azcentral.com Source: The Media Audit Phoenix, AZ Aug-Sept 2004.

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