Advertising in New York Media · Source: U.S. Census Bureau Amercian FactFinder New York DMA TV Homes (000) % Total 7,367.0 100.0% Black 1,259.5 17.1% Asian 564.4 7.7% Hispanic 1,190.4

Advertising in New York Media

A Report Prepared for the New York City CouncilCommittee on Civil Rights

September 26, 2006

American Association of Advertising Agencies

2

THE AUDIENCE

New York City 2005 Total Pop (000) %

Total 7,956.1 100.0%White 3,499.2 44.0%Black or African American 2,012.0 25.3%American Indian or Alaska Native 33.1 0.4%Asian 923.0 11.6%Native Hawaiian/Pacific Islander 3.1 0.0%Other Race 1,355.3 17.0%Two+ Races 130.5 1.6%

Hispanic or Latino (of any race) 2,221.9 27.9%

Source: U.S. Census Bureau Amercian FactFinder

New York DMA TV Homes (000) %

Total 7,367.0 100.0%Black 1,259.5 17.1%Asian 564.4 7.7%Hispanic 1,190.4 16.2%

Source: Nielsen Media Research

3

UNDERSTANDING SUPPLY/ DEMAND BY MEDIUM

4

Out of Home

5

Out of Home

• Out of Home (Billboards, Etc) is the most local of local media.

• Out of Home is highly desired near the point of purchase of products

• Out of Home is particularly impactful when creative is adjusted to the local community in which it runs

6

OUT OF HOME

SUPPLY• Unfortunately, due to consolidation in the

NY market there is only one independently owned Out of Home company, Mogul Media which is owned by Moe Malik

• There are no Hispanic or African American owned Out of Home companies

7

Out of Home

Demand• Advertisers spend OVER 350 million

dollars a year in Out of Home in NY to reach NY’ers locally

8

Out of Home

Solution• As Out of Home is inherently driven by zoning

regulations and other City ordinances, NY City could provide a regulatory environment and possibly tax incentives.– Build Community based independent businesses– Create opportunities for Community businesses to

advertise and grow their businesses in the local community through a locally owned medium

9

Newspapers

10

Newspapers

• Retail and local advertising use this medium because of the environment and immediacy and impact of the daily news.

• Due to the “fast close” of newspapers’production schedules, creative can be changed close to printing to adjust pricing of products advertised

11

Newspapers

SUPPLY• NY Daily News, NY Post, El Diario La

Prensa are the local NY daily newspapers– Newsday and the Newark Star Ledger also

are used by advertisers to reach the local NY market

– Wall Street Journal, NY Times are used primarily for National advertising as they are distributed nationally

12

Newspapers• The African American audience in NY is served by 4 weekly, 1 daily,

and 1 monthly papers:

– Afro-American Times - Brooklyn The New American - Brooklyn New York Daily Challenge - Brooklyn Our Time Press – (Monthly) Brooklyn New York Beacon - Manhattan New York Amsterdam News

• Of the 6 only the Amsterdam News is audited by ABC with a total circulation on the March 31, 2006 audit of 13,176 paid. According to Scarborough research none of these titles are measured thereforesyndicated audience numbers do not exist.

• None of these papers are measured in Nielsen or TNS/CMR.

13

NEWSPAPERSS elections D ata V iew

M easures ($000)

M edia: LN S ort O rder:

M arke t: N E W YO R K C onstra in t:

P eriod : Jan 1 2005 - D ec 31 2005 N otes:

R ank P arent C om pany Total E L D IAR IO LA P RLO N G IS LAN D N E W

N E W YO R K D AILY

N E W YO R K P O S T

N E W AR K S TAR LE D

G rand T ota l $$$ (000) $1 ,120 ,380 .91 $20,986.10 $431,131.49 $338,161.72 $130,690.45 $199,411.15

1 FE D E R A T E D D E P T S T O R E S IN C $$$ (000) $55 ,636 .35 $145.12 $21,751.93 $16,592.98 $2,881.02 $14 ,265.30

2 A J R IC H A R D & S O N S IN C $$$ (000) $34 ,987 .34 $0.00 $13,994.92 $15,431.42 $1,121.06 $4 ,439.94

3 T IM E W A R N E R IN C $$$ (000) $22 ,921 .55 $93.82 $5,581.72 $9,328.99 $5,992.00 $1 ,925.02

4 M A JO R A U T O M O T IV E C O S IN C -N Y $$$ (000) $18 ,954 .70 $57.82 $2,401.69 $12,046.85 $3,649.56 $798.78

5 G E N E R A L M O T O R S LO C A L D E A LE R S $$$ (000) $13 ,681 .72 $89.72 $3,957.22 $4,433.39 $1,929.08 $3 ,272.31

6 R E A LO G Y C O R P LO C A L R E A L E S T A T E A G E N T S $$$ (000) $13 ,040 .65 $0.00 $10,084.27 $49.94 $234.03 $2 ,672.41

7 A T LA N T IC A U T O M A LL IN C -N Y $$$ (000) $12 ,917 .81 $0.00 $12,683.68 $234.13 $0.00 $0.00

8 V E R IZO N C O M M U N IC A T IO N S IN C $$$ (000) $12 ,349 .55 $161.71 $4,010.94 $3,810.32 $1,713.35 $2 ,653.23

9 S P R IN T N E XT E L C O R P $$$ (000) $11 ,919 .75 $253.81 $3,518.94 $4,055.64 $2,337.36 $1 ,754.00

10 N A T L A M U S E M E N T S IN C $$$ (000) $11 ,291 .23 $12.37 $3,090.77 $4,395.76 $2,805.49 $986.84

11 JC P E N N E Y C O IN C $$$ (000) $11 ,028 .20 $0.38 $2,581.34 $6,282.16 $261.69 $1 ,902.63

12 M A JO R W O R LD A U T O M O T IV E G R O U P -N Y $$$ (000) $10 ,271 .78 $72.57 $509.98 $7,780.07 $1,804.58 $104.58

13 A T & T IN C $$$ (000) $10 ,157 .75 $102.15 $2,741.66 $3,036.47 $1,829.47 $2 ,448.00

14 S O N Y C O R P $$$ (000) $9 ,745 .32 $9.12 $2,649.46 $4,247.75 $2,044.25 $794.74

15 S LE E P YS IN C $$$ (000) $9 ,504 .73 $0.00 $4,550.20 $3,412.52 $0.00 $1 ,542.01

16 G E N E R A L E LE C T R IC C O $$$ (000) $9 ,138 .27 $28.76 $2,345.55 $3,741.16 $2,300.68 $722.12

17 W A LT D IS N E Y C O $$$ (000) $9 ,022 .98 $66.29 $2,593.13 $3,563.08 $1,861.81 $938.67

18 B A Y R ID G E A U T O M O T IV E M A N A G E M E N T -N Y $$$ (000) $8 ,738 .21 $45.50 $0.00 $6,074.09 $0.00 $2 ,618.62

19 P A R A G O N M O T O R S IN C -N Y $$$ (000) $8 ,127 .70 $0.00 $943.41 $5,113.55 $2,070.74 $0.00

20 N E W YO R K S T A T E O F $$$ (000) $7 ,402 .90 $422.34 $2,718.84 $2,885.72 $1,376.00 $0.00

21 N E W S C O R P $$$ (000) $7 ,274 .94 $8.32 $1,493.09 $2,181.09 $2,668.38 $924.06

22 D E U T S C H E T E LE K O M A G $$$ (000) $7 ,118 .35 $0.00 $2,314.95 $2,575.81 $910.31 $1 ,317.28

23 H B A U T O M O T IV E G R O U P IN C -N Y $$$ (000) $6 ,935 .20 $37.56 $0.00 $6,644.70 $252.94 $0.00

24 LE V IT Z H O M E FU R N IS H IN G S IN C $$$ (000) $6 ,269 .21 $0.00 $2,304.92 $2,512.15 $219.39 $1 ,232.75

25 T A R G E T C O R P $$$ (000) $5 ,462 .84 $6.99 $1,885.46 $1,717.28 $603.97 $1 ,249.14

26 R O O M S U N LIM IT E D FU R N IT U R E IN C $$$ (000) $5 ,442 .29 $0.00 $5,442.29 $0.00 $0.00 $0.00

27 S E A R S H O LD IN G C O R P $$$ (000) $4 ,681 .05 $0.82 $2,948.20 $469.15 $98.18 $1 ,164.70

28 L& S M O T O R S IN C -N Y $$$ (000) $4 ,673 .35 $0.00 $4,588.34 $85.01 $0.00 $0.00

29 B E S T B U Y C O IN C $$$ (000) $4 ,466 .83 $7.62 $1,792.21 $1,666.88 $26.76 $973.36

30 K IN G S P LA ZA JE E P -C H R Y-P LYM IN C -N Y $$$ (000) $4 ,404 .50 $0.00 $0.00 $714.40 $3,690.10 $0.00

31 N E IL D E A LE R S H IP S -N Y $$$ (000) $4 ,221 .79 $0.00 $4,151.74 $0.00 $70.05 $0.00

32 P R U D E N T IA L F IN A N C IA L IN C $$$ (000) $4 ,187 .02 $7.07 $3,456.01 $113.93 $242.67 $367.34

33 R O C K A W A Y B E D D IN G IN C $$$ (000) $4 ,080 .14 $0.00 $326.26 $2,202.93 $673.82 $877.13

34 LIB E R T Y T R A V E L IN C $$$ (000) $4 ,028 .49 $0.00 $1,133.63 $1,538.58 $0.00 $1 ,356.28

35 K O H LS C O R P $$$ (000) $4 ,023 .22 $0.00 $2,574.77 $0.00 $0.00 $1 ,448.45

36 D E LL IN C $$$ (000) $3 ,936 .60 $0.00 $1,369.72 $703.00 $1,515.30 $348.58

37 H U S T E D T C H E V Y IN C -N Y $$$ (000) $3 ,872 .91 $0.00 $3,658.97 $172.74 $41.20 $0.00

38 H O U G H & G U ID IC E R E A LT Y A S S O C IN C $$$ (000) $3 ,850 .89 $0.00 $3,850.89 $0.00 $0.00 $0.00

39 C IT IG R O U P IN C $$$ (000) $3 ,834 .61 $52.12 $1,525.10 $1,455.65 $747.89 $53.85

40 LT S B U ILD E R S IN C $$$ (000) $3 ,805 .22 $0.00 $0.00 $3,224.05 $279.65 $301.52

41 R A LLYE G R O U P -H T -N Y $$$ (000) $3 ,722 .15 $0.00 $3,386.57 $15.08 $320.50 $0.00

42 M A N P R O D U C T S $$$ (000) $3 ,594 .48 $0.00 $2,047.89 $1,349.27 $197.32 $0.00

43 IS LA N D S W IM M IN G S A LE S IN C $$$ (000) $3 ,546 .80 $0.00 $3,481.99 $64.81 $0.00 $0.00

44 P LA N E T A U T O M O T IV E IN C -P H -M F-A T $$$ (000) $3 ,421 .88 $0.00 $0.00 $2,554.23 $867.65 $0.00

45 G E N E R A L M O T O R S R E G IO N A L D E A LE R S $$$ (000) $3 ,389 .19 $28.38 $1,208.38 $1,194.52 $538.47 $419.44

46 G IU FFR E M O T O R S IN C -N Y $$$ (000) $3 ,311 .70 $0.00 $0.00 $2,979.77 $331.93 $0.00

47 H O V N A N IA N E N T E R P R IS E S IN C $$$ (000) $3 ,224 .19 $0.00 $140.66 $47.13 $14.82 $3 ,021.58

48 H A R R O W S S T O R E S IN C $$$ (000) $3 ,079 .70 $0.00 $2,403.60 $135.71 $0.00 $540.39

49 JP M O R G A N C H A S E & C O $$$ (000) $3 ,075 .12 $48.78 $1,109.40 $918.53 $539.16 $459.25

50 D A IM LE R C H R YS LE R LO C A L D E A LE R S $$$ (000) $2 ,975 .20 $72.94 $1,090.88 $653.87 $473.60 $683.91

14

NEWSPAPERS

• As the local NY African American newspapers do not subscribe to the research services, we have no way of ascertaining how much local advertisers spend in NY newspapers targeting this audience

• Therefore, we will use the proxy of National advertisers in national print media to get a sense of the appetite for advertising in African American directed print media

15

NEWSPAPERS/NATL PRINT

• When buying national media, audited circulation and rate base guarantees are required by contract by virtually every advertising purchaser

• 1/3 of AA and Hispanic magazines are not audited

• Only 43% of these magazines provide rate base guarantees

16


• Even with the rate base and audit problems, national advertisers buy these magazines in volume

• Assuming that every magazine claimed to be printed is sold and read (which is not true in the general print world)…

17


• Advertisers paid a 20% cost per thousand impressions premium to advertise in these magazines

18

CIRC RATEBASE GROSS P4CB GROSS P4CBPUBLICATION PUBLISHER AUDITED? GUARANTEE? CIRC OPEN RATE $ OPEN CPM

AFRICAN-AMERICAN/URBAN

ABOUT….TIME ABOUT….TIME MAGAZINE INC. SWORN NO 65,000 $6,214 $95.60AMERICAN LEGACY FORBES, INC. BPA YES 500,000 $36,007 $72.01BLACK ENTERPRISE EARL GRAVES ABC NO 513,729 $41,250 $80.30COMPLEX COMPLEX MEDIA SWORN NO 330,000 $24,525 $74.32DUB DUB PUBLISHING SWORN NO 104,522 $12,025 $115.05EBONY JOHNSON PUBLISHING ABC NO 1,578,957 $59,093 $37.43ESSENCE TIME INC. ABC YES 1,050,000 $74,865 $71.30JET JOHNSON PUBLISHING ABC NO 993,153 $28,023 $28.22KING HARRIS PUBLICATIONS ABC NO 267,395 $17,135 $64.08MASS APPEAL MASS APPEAL SWORN NO 135,000 $13,442 $99.57SMOOTH STAR MEDIA GROUP ABC NO 150,000 $8,500 $56.67SOURCE SOURCE PUBLICATIONS ABC YES 508,684 $33,580 $66.01URB ULM GROUP SWORN NO 78,632 $5,595 $71.15VIBE MAGAZINE WICKS GROUP ABC YES 850,000 $91,700 $107.88XXL HARRIS PUBLICATIONS ABC NO 314,355 $21,900 $69.67AFRICAN-AMERICAN SUB-TOTAL: AVG OPEN COST/CPM: $31,590 $73.95

LESS 25% AVG. DISCOUNT: $23,693 $55.46

HISPANIC/COSMOPOLITAN EN ESPANOL EDITORIAL TELEVISA ABC YES 135,000 $20,500 $151.85ESPERA MEREDITH BPA YES 750,000 $28,700 $38.27ESTYLO MANDALAY PUBLICATIONS SWORN NO 179,800 $10,450 $58.12FUTBOL MUNDIAL SENSACION SWORN NO 936,183 $46,200 $49.35HISPANIC BUSINESS HISPANIC BUSINESS INC. ABC YES 245,000 $21,314 $87.00HISPANIC MAGAZINE EDITORIAL TELEVISA ABC YES 290,000 $21,940 $75.66HISPANIC NETWORK MAGAZINE OLIVE TREE PUBLISHING INC. SWORN NO 135,000 $8,970 $66.44HISPANIC TRENDS EDITORIAL TELEVISA ABC YES 100,000 $9,108 $91.08LATINA LATINA MEDIA VENTURES ABC YES 400,000 $32,802 $82.01LATINO LEADERS FERRAEZ PUBLICATIONS SWORN NO 111,447 $10,018 $89.89MAXIM EN ESPANOL EDITORIAL TELEVISA SWORN NO 290,000 $6,300 $21.72PRIMEROS 12 MESES MEREDITH BPA YES 500,000 $24,100 $48.20SER PADRES MEREDITH BPA YES 500,000 $43,600 $87.20SHAPE EN ESPANOL EDITORIAL TELEVISA ABC NO 65,017 $13,409 $206.24TV Y NOVELAS EDITORIAL TELEVISA ABC YES 150,000 $12,650 $84.33HISPANIC SUB-TOTAL: AVG OPEN COST/CPM: $20,671 $82.49

LESS 25% AVG. DISCOUNT: $15,503 $61.87TOTAL AA AND HISPANIC AVG: $19,598 $58.67

GENERAL MARKET/BUSINESS WEEK MC-GRAW-HILL ABC YES 970,000 $114,425 $117.96COSMOPOLITAN HEARST ABC YES 2,900,000 $212,405 $73.24ENTERTAINMENT WEEKLY TIME INC. ABC YES 1,700,000 $138,510 $81.48ESPN DISNEY ABC YES 1,900,000 $175,000 $92.11FORBES FORBES INC. ABC YES 900,000 $110,573 $122.86GOOD HOUSEKEEPING HEARST ABC YES 4,600,000 $286,525 $62.29MARIE CLAIRE HEARST ABC YES 950,000 $98,015 $103.17MAXIM DENNIS ABC YES 2,500,000 $204,940 $81.98PARENTING TIME INC. ABC YES 2,150,000 $132,055 $61.42PARENTS MEREDITH ABC YES 2,200,000 $129,200 $58.73PEOPLE TIME INC. ABC YES 3,400,000 $228,275 $67.14ROLLING STONE WENNER ABC YES 1,400,000 $138,260 $98.76SHAPE AMI ABC YES 1,650,000 $128,321 $77.77SPIN WICKS PUB ABC YES 550,000 $53,020 $96.40US WENNER ABC YES 1,400,000 $140,510 $100.36

AVG OPEN COST/CPM: $152,669 $86.38LESS 45% AVG. DISCOUNT: $83,968 $47.51

19


• Clearly, if advertisers pay a 20% premium and forego their requirements of rate base guarantees and auditing, they have a pent up demand to reach the ethnic audiences.

• Unfortunately, in local newspapers in NY they are somewhat limited due to the lack of a daily paper with the exception of El Diario La Prensa

20

RADIO

21

RADIOThe following tables list the rankings and audience

of the of the top radio stations in the NY market ranked by total, by African American audience, and then by Hispanic audience.

The highlighted stations are independent, minority owned stations.

It is important to note the ownership of the other stations.

22

RADIORANKED BY TOTAL AUDIENCE

Exported report from Media Professional V10.1 MultiRanker Report DemographicNEW YORK (Radio) - Spring 2006

Demos: P 12+ Pop: 15,324,929 Intab: 14,234 P 12+ - Black 2,711,258 18% 1,966 P 12+ - Hisp 3,226,582 21% 2,415

Geo Area: NEW YORK METRO - Std# Dayparts: 2

Stations: RMR Metro QualifiedRanked by: P 12+ - AQH Rating (All Selected Stations)

AQH AQH Rank AQH AQH Rank AQH AQHRank * Station OWNERSHIP Daypart Format Rating Pers (00) Rating Pers (00) Rating Pers (00)

1 WLTW-FM CLEAR CHAN LITE FM M-Su 6a-12m Adult Contemporary 1.1 1,683 6 1.0 268 7 0.7 217 2 WSKQ-FM SPANISH B'CST MEGA 97.9 M-Su 6a-12m Spanish Tropical 0.8 1,269 23 0.1 17 1 3.8 1,220 3t WHTZ-FM CLEAR CHAN Z-100 M-Su 6a-12m Pop Contemporary Hit Radi 0.7 1,080 8 0.4 107 5 0.7 236 3t WRKS-FM EMMIS KISS M-Su 6a-12m Urban Adult Contemporary 0.7 1,045 1 3.3 905 13 0.2 77 3t WBLS-FM INNER CITY M-Su 6a-12m Urban Contemporary 0.7 1,006 2 3.3 888 16 0.2 64 6t WWPR-FM CLEAR CHAN POWER M-Su 6a-12m Urban Contemporary 0.6 989 3 2.4 648 9 0.6 202 6t WQHT-FM EMMIS HOT 97 M-Su 6a-12m Rhythmic Contemporary Hit 0.6 949 4 2.1 578 6 0.7 217 6t WPAT-FM MULTICULTURAL B 93.1 AMOR M-Su 6a-12m Spanish Contemporary 0.6 932 32 - 3 2 2.8 899 6t WINS-AM CBS M-Su 6a-12m All News 0.6 883 7 0.8 227 12 0.3 84

10t WABC-AM ABC TALK 77 M-Su 6a-12m News Talk Information 0.5 822 16 0.1 33 26 0.1 20 10t WAXQ-FM CLEAR CHAN Q-104 M-Su 6a-12m Classic Rock 0.5 781 27 - 9 17 0.2 60 10t WQCD-FM EMMIS CD101 M-Su 6a-12m New AC (NAC)/Smooth Jazz 0.5 709 5 1.3 364 11 0.3 88 13t WCBS-AM CBS M-Su 6a-12m All News 0.4 677 10 0.3 77 18 0.2 58 13t WFAN-AM CBS M-Su 6a-12m All Sports 0.4 653 14 0.2 64 15 0.2 68 13t WKTU-FM CLEAR CHAN M-Su 6a-12m Rhythmic Contemporary Hit 0.4 650 12 0.2 65 8 0.6 205 13t WCAA-FM UNIVISION LA KALLE 105.9 M-Su 6a-12m Spanish Contemporary 0.4 610 25 - 13 3 1.7 554 13t WPLJ-FM ABC M-Su 6a-12m Hot Adult Contemporary 0.4 582 17 0.1 33 19 0.1 48 18t WQXR-FM NY TIMES M-Su 6a-12m Classical 0.3 525 21 0.1 26 20 0.1 47 18t WOR -AM BUCKLEY M-Su 6a-12m News Talk Information 0.3 501 15 0.1 34 32 - 12 18t WNEW-FM CBS MIX 102 M-Su 6a-12m Adult Contemporary 0.3 461 11 0.3 73 10 0.4 117 18t WCBS-FM CBS JACK M-Su 6a-12m Adult Hits 0.3 422 19 0.1 28 22 0.1 41 22t WFNY-FM CBS 92.3 FREE FM M-Su 6a-12m Talk/Personality 0.2 346 18 0.1 30 21 0.1 42 22t WADO-AM UNIVISION M-Su 6a-12m Spanish News/Talk 0.2 305 38 - - 4 0.9 303 22t WLIB-AM INNER CITY M-Su 6a-12m Talk/Personality 0.2 249 13 0.2 65 31 - 12 22t WALK-FM CLEAR CHAN M-Su 6a-12m Adult Contemporary 0.2 241 30 - 6 27 0.1 17 26t WKXW-FM MILLENIUM JERSEY 101.5 M-Su 6a-12m Talk/Personality 0.1 198 29 - 7 35 - 10 26t WHLI-AM BARNSTABLE M-Su 6a-12m Adult Standards 0.1 186 35 - 2 38 - 2 26t WBLI-FM COX M-Su 6a-12m Pop Contemporary Hit Radi 0.1 180 24 0.1 17 25 0.1 24 26t WKJY-FM BARNSTABLE JOY-98 M-Su 6a-12m Adult Contemporary 0.1 180 26 - 13 33 - 12 26t WBAB-FM COX M-Su 6a-12m Album Oriented Rock 0.1 159 33 - 3 34 - 11 26t WEPN-AM ABC ESPN M-Su 6a-12m All Sports 0.1 158 20 0.1 27 24 0.1 25 26t WHUD-FM PAMAL M-Su 6a-12m Adult Contemporary 0.1 124 37 - 1 30 - 14 26t WMCA-AM SALEM M-Su 6a-12m Religious 0.1 117 9 0.3 80 28 - 15 26t WBZO-FM BARNSTABLE B-103 M-Su 6a-12m Oldies 0.1 98 34 - 3 36 - 10 26t WMGQ-FM GREATER MEDIA MAGIC 98.3 M-Su 6a-12m Adult Contemporary 0.1 96 28 - 8 29 - 15 26t WAWZ-FM PILLAR OF FIRE STAR 93 M-Su 6a-12m Contemporary Christian 0.1 90 22 0.1 22 23 0.1 31 26t WBBR-AM BLOOMBERG M-Su 6a-12m All News 0.1 80 31 - 6 37 - 4 26t WZAA-FM UNIVISION LA KALLE 92.7 M-Su 6a-12m Spanish Contemporary 0.1 78 36 - 2 14 0.2 74

P 12+Black HispanicGen'l Market *

23

RADIORANKED BY AFRICAN AMERICAN AUDIENCE



3t WRKS-FM EMMIS KISS M-Su 6a-12m Urban Adult Contemporary 0.7 1,045 1 3.3 905 13 0.2 77 3t WBLS-FM INNER CITY M-Su 6a-12m Urban Contemporary 0.7 1,006 2 3.3 888 16 0.2 64 6t WWPR-FM CLEAR CHAN POWER M-Su 6a-12m Urban Contemporary 0.6 989 3 2.4 648 9 0.6 202 6t WQHT-FM EMMIS HOT 97 M-Su 6a-12m Rhythmic Contemporary Hit 0.6 949 4 2.1 578 6 0.7 217 10t WQCD-FM EMMIS CD101 M-Su 6a-12m New AC (NAC)/Smooth Jazz 0.5 709 5 1.3 364 11 0.3 88 1 WLTW-FM CLEAR CHAN LITE FM M-Su 6a-12m Adult Contemporary 1.1 1,683 6 1.0 268 7 0.7 217 6t WINS-AM CBS M-Su 6a-12m All News 0.6 883 7 0.8 227 12 0.3 84 3t WHTZ-FM CLEAR CHAN Z-100 M-Su 6a-12m Pop Contemporary Hit Radi 0.7 1,080 8 0.4 107 5 0.7 236 26t WMCA-AM SALEM M-Su 6a-12m Religious 0.1 117 9 0.3 80 28 - 15 13t WCBS-AM CBS M-Su 6a-12m All News 0.4 677 10 0.3 77 18 0.2 58 18t WNEW-FM CBS MIX 102 M-Su 6a-12m Adult Contemporary 0.3 461 11 0.3 73 10 0.4 117 13t WKTU-FM CLEAR CHAN M-Su 6a-12m Rhythmic Contemporary Hit 0.4 650 12 0.2 65 8 0.6 205 22t WLIB-AM INNER CITY M-Su 6a-12m Talk/Personality 0.2 249 13 0.2 65 31 - 12 13t WFAN-AM CBS M-Su 6a-12m All Sports 0.4 653 14 0.2 64 15 0.2 68 18t WOR -AM BUCKLEY M-Su 6a-12m News Talk Information 0.3 501 15 0.1 34 32 - 12 10t WABC-AM ABC TALK 77 M-Su 6a-12m News Talk Information 0.5 822 16 0.1 33 26 0.1 20 13t WPLJ-FM ABC M-Su 6a-12m Hot Adult Contemporary 0.4 582 17 0.1 33 19 0.1 48 22t WFNY-FM CBS 92.3 FREE FM M-Su 6a-12m Talk/Personality 0.2 346 18 0.1 30 21 0.1 42 18t WCBS-FM CBS JACK M-Su 6a-12m Adult Hits 0.3 422 19 0.1 28 22 0.1 41 26t WEPN-AM ABC ESPN M-Su 6a-12m All Sports 0.1 158 20 0.1 27 24 0.1 25 18t WQXR-FM NY TIMES M-Su 6a-12m Classical 0.3 525 21 0.1 26 20 0.1 47 26t WAWZ-FM PILLAR OF FIRE STAR 93 M-Su 6a-12m Contemporary Christian 0.1 90 22 0.1 22 23 0.1 31 2 WSKQ-FM SPANISH B'CST MEGA 97.9 M-Su 6a-12m Spanish Tropical 0.8 1,269 23 0.1 17 1 3.8 1,220

26t WBLI-FM COX M-Su 6a-12m Pop Contemporary Hit Radi 0.1 180 24 0.1 17 25 0.1 24 13t WCAA-FM UNIVISION LA KALLE 105.9 M-Su 6a-12m Spanish Contemporary 0.4 610 25 - 13 3 1.7 554 26t WKJY-FM BARNSTABLE JOY-98 M-Su 6a-12m Adult Contemporary 0.1 180 26 - 13 33 - 12 10t WAXQ-FM CLEAR CHAN Q-104 M-Su 6a-12m Classic Rock 0.5 781 27 - 9 17 0.2 60 26t WMGQ-FM GREATER MEDIA MAGIC 98.3 M-Su 6a-12m Adult Contemporary 0.1 96 28 - 8 29 - 15 26t WKXW-FM MILLENIUM JERSEY 101.5 M-Su 6a-12m Talk/Personality 0.1 198 29 - 7 35 - 10 22t WALK-FM CLEAR CHAN M-Su 6a-12m Adult Contemporary 0.2 241 30 - 6 27 0.1 17 26t WBBR-AM BLOOMBERG M-Su 6a-12m All News 0.1 80 31 - 6 37 - 4 6t WPAT-FM MULTICULTURAL B 93.1 AMOR M-Su 6a-12m Spanish Contemporary 0.6 932 32 - 3 2 2.8 899 26t WBAB-FM COX M-Su 6a-12m Album Oriented Rock 0.1 159 33 - 3 34 - 11 26t WBZO-FM BARNSTABLE B-103 M-Su 6a-12m Oldies 0.1 98 34 - 3 36 - 10 26t WHLI-AM BARNSTABLE M-Su 6a-12m Adult Standards 0.1 186 35 - 2 38 - 2 26t WZAA-FM UNIVISION LA KALLE 92.7 M-Su 6a-12m Spanish Contemporary 0.1 78 36 - 2 14 0.2 74 26t WHUD-FM PAMAL M-Su 6a-12m Adult Contemporary 0.1 124 37 - 1 30 - 14 22t WADO-AM UNIVISION M-Su 6a-12m Spanish News/Talk 0.2 305 38 - - 4 0.9 303


24

RADIORANKED BY HISPANIC AUDIENCE

Geo Area: NEW YORK METRO - Std# Dayparts: 2



2 WSKQ-FM SPANISH B'CST MEGA 97.9 M-Su 6a-12m Spanish Tropical 0.8 1,269 23 0.1 17 1 3.8 1,220 6t WPAT-FM MULTICULTURAL B 93.1 AMOR M-Su 6a-12m Spanish Contemporary 0.6 932 32 - 3 2 2.8 899 13t WCAA-FM UNIVISION LA KALLE 105.9 M-Su 6a-12m Spanish Contemporary 0.4 610 25 - 13 3 1.7 554 22t WADO-AM UNIVISION M-Su 6a-12m Spanish News/Talk 0.2 305 38 - - 4 0.9 303 3t WHTZ-FM CLEAR CHAN Z-100 M-Su 6a-12m Pop Contemporary Hit Radi 0.7 1,080 8 0.4 107 5 0.7 236 6t WQHT-FM EMMIS HOT 97 M-Su 6a-12m Rhythmic Contemporary Hit 0.6 949 4 2.1 578 6 0.7 217 1 WLTW-FM CLEAR CHAN LITE FM M-Su 6a-12m Adult Contemporary 1.1 1,683 6 1.0 268 7 0.7 217

13t WKTU-FM CLEAR CHAN M-Su 6a-12m Rhythmic Contemporary Hit 0.4 650 12 0.2 65 8 0.6 205 6t WWPR-FM CLEAR CHAN POWER M-Su 6a-12m Urban Contemporary 0.6 989 3 2.4 648 9 0.6 202 18t WNEW-FM CBS MIX 102 M-Su 6a-12m Adult Contemporary 0.3 461 11 0.3 73 10 0.4 117 10t WQCD-FM EMMIS CD101 M-Su 6a-12m New AC (NAC)/Smooth Jazz 0.5 709 5 1.3 364 11 0.3 88 6t WINS-AM CBS M-Su 6a-12m All News 0.6 883 7 0.8 227 12 0.3 84 3t WRKS-FM EMMIS KISS M-Su 6a-12m Urban Adult Contemporary 0.7 1,045 1 3.3 905 13 0.2 77 26t WZAA-FM UNIVISION LA KALLE 92.7 M-Su 6a-12m Spanish Contemporary 0.1 78 36 - 2 14 0.2 74 13t WFAN-AM CBS M-Su 6a-12m All Sports 0.4 653 14 0.2 64 15 0.2 68 3t WBLS-FM INNER CITY M-Su 6a-12m Urban Contemporary 0.7 1,006 2 3.3 888 16 0.2 64 10t WAXQ-FM CLEAR CHAN Q-104 M-Su 6a-12m Classic Rock 0.5 781 27 - 9 17 0.2 60 13t WCBS-AM CBS M-Su 6a-12m All News 0.4 677 10 0.3 77 18 0.2 58 13t WPLJ-FM ABC M-Su 6a-12m Hot Adult Contemporary 0.4 582 17 0.1 33 19 0.1 48 18t WQXR-FM NY TIMES M-Su 6a-12m Classical 0.3 525 21 0.1 26 20 0.1 47 22t WFNY-FM CBS 92.3 FREE FM M-Su 6a-12m Talk/Personality 0.2 346 18 0.1 30 21 0.1 42 18t WCBS-FM CBS JACK M-Su 6a-12m Adult Hits 0.3 422 19 0.1 28 22 0.1 41 26t WAWZ-FM PILLAR OF FIRE STAR 93 M-Su 6a-12m Contemporary Christian 0.1 90 22 0.1 22 23 0.1 31 26t WEPN-AM ABC ESPN M-Su 6a-12m All Sports 0.1 158 20 0.1 27 24 0.1 25 26t WBLI-FM COX M-Su 6a-12m Pop Contemporary Hit Radi 0.1 180 24 0.1 17 25 0.1 24 10t WABC-AM ABC TALK 77 M-Su 6a-12m News Talk Information 0.5 822 16 0.1 33 26 0.1 20 22t WALK-FM CLEAR CHAN M-Su 6a-12m Adult Contemporary 0.2 241 30 - 6 27 0.1 17 26t WMCA-AM SALEM M-Su 6a-12m Religious 0.1 117 9 0.3 80 28 - 15 26t WMGQ-FM GREATER MEDIA MAGIC 98.3 M-Su 6a-12m Adult Contemporary 0.1 96 28 - 8 29 - 15 26t WHUD-FM PAMAL M-Su 6a-12m Adult Contemporary 0.1 124 37 - 1 30 - 14 22t WLIB-AM INNER CITY M-Su 6a-12m Talk/Personality 0.2 249 13 0.2 65 31 - 12 18t WOR -AM BUCKLEY M-Su 6a-12m News Talk Information 0.3 501 15 0.1 34 32 - 12 26t WKJY-FM BARNSTABLE JOY-98 M-Su 6a-12m Adult Contemporary 0.1 180 26 - 13 33 - 12 26t WBAB-FM COX M-Su 6a-12m Album Oriented Rock 0.1 159 33 - 3 34 - 11 26t WKXW-FM MILLENIUM JERSEY 101.5 M-Su 6a-12m Talk/Personality 0.1 198 29 - 7 35 - 10 26t WBZO-FM BARNSTABLE B-103 M-Su 6a-12m Oldies 0.1 98 34 - 3 36 - 10 26t WBBR-AM BLOOMBERG M-Su 6a-12m All News 0.1 80 31 - 6 37 - 4 26t WHLI-AM BARNSTABLE M-Su 6a-12m Adult Standards 0.1 186 35 - 2 38 - 2


25

RADIO

Note that when an African American independent station is competing for business, they are competing against large station groups with multiple station ownership

As such, the groups offer package deals to advertisers that put the independents at a disadvantage

26

RADIO

• That is why the FCC, under Commissioner Michael Powell, was asked by a number of advertising industry participants to ensure a diversity of ownership in the rewrite of Media Ownership Rules

• Unfortunately, the FCC felt there was enough diversity in ownership on a local basis

27

RADIO

• Only 61% of the spending by the top 50 advertisers in NY local radio is spent by National advertisers. The remaining money is spent by local advertisers

• This group of advertisers is spending not only against the audience but has shown that they are willing to go beyond the group owners and spend with the minority owned independents

28

RADIOA D * V I E W St o p r a d io a d v e r t i s e r s 0 9 / 2 0 / 0 6 0 5 : 1 4 p mC O P Y R I G H T 2 0 0 6 b y N ie ls e n M e d ia R e s e a r c hS e le c t io n sM e d ia : S R M a r k e t : N E W Y O R K P e r io d : J a n 1 2 0 0 5 - D e c 3 1 2 0 0 5

R a n k o n T o t a l

S p e n dP a r e n t C o m p a n y T o t a l S p e n d

% S p e n d o n B l a c k a u d 's

T o p 5

% S p e n d o n H i s p a u d ' s T o p

5

% S p e n d o n G e n ' l M k t T o p 5

% S p e n d o n M i n o r i t y -

o w n e d1 N A T L A M U S E M E N T S I N C $ 1 7 , 8 1 0 . 7 3 8 % 1 0 % 4 0 % 1 3 %2 V E R I Z O N C O M M U N I C A T I O N S I N C $ 1 6 , 9 3 8 . 6 2 3 % 1 7 % 3 9 % 1 4 %3 N E W Y O R K S T A T E O F $ 1 4 , 2 7 1 . 8 2 3 % 2 1 % 2 8 % 1 8 %4 T O Y O T A M O T O R C O R P $ 1 3 , 3 3 0 . 6 2 0 % 1 1 % 2 6 % 6 %5 W A L T D I S N E Y C O $ 1 2 , 7 5 9 . 2 3 2 % 1 7 % 4 2 % 1 6 %6 T I M E W A R N E R I N C $ 1 0 , 8 4 8 . 4 3 2 % 1 4 % 3 0 % 1 1 %7 B E R K S H I R E H A T H A W A Y I N C $ 1 0 , 7 1 1 . 4 2 8 % 6 % 1 8 % 1 2 %8 N E W S C O R P $ 1 0 , 4 1 6 . 5 3 5 % 1 4 % 3 4 % 1 0 %9 G E N E R A L E L E C T R I C C O $ 1 0 , 0 9 0 . 7 2 5 % 1 4 % 3 0 % 9 %

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

T O P 5 0 S P E N D $ 2 9 0 , 0 3 0 . 5% T O T A L 3 7 %

29

RADIO• As the size of advertiser gets smaller, the

percentage of spend switches to a more local mix…

TOP 51 - 100 SPEND $96,752.4% TOTAL 12%

LOCAL SPEND $47,976.8NATIONAL SPEND $48,775.6

TOP 101 - 200 SPEND $114,988.8% TOTAL 15%

LOCAL SPEND $74,963.2 65%NATIONAL SPEND $40,025.6 35%

ALL OTHERS (201 - 5861 Spend) $278,580.5% TOTAL 36%


Grand Total $780,352.1


30

RADIO

• Unfortunately, the local advertisers are not as diligent about advertising to the minority audiences and not as immune to the entreaties of the “group deal”

• Either a better job needs to be done by the local stations in selling to the local advertiser (virtually none have agencies) or an incentive needs to be found to help local advertisers that not only serve that community but are owned in their community

31

RADIO51 AMERICAN EXPRESS CO $2,622.0 15% 0% 27% 3%52 NEW YORK TIMES CO $2,568.9 17% 12% 23% 11%53 PNC FINANCIAL SVCS GROUP INC $2,534.4 42% 0% 55% 12%54 JOHNSON & JOHNSON $2,333.6 19% 18% 26% 15%55 VISA INTL $2,332.2 29% 11% 23% 10%56 ALLSTATE CORP $2,318.9 19% 20% 34% 22%57 HYUNDAI MOTOR CO $2,317.4 35% 16% 45% 18%58 ROYAL CARIBBEAN CRUISES LTD $2,301.3 20% 0% 25% 2%59 DUNKIN BRANDS INC $2,217.4 40% 16% 40% 17%60 NESTLE SA $2,215.3 22% 23% 34% 23%61 UNITED PARCEL SVC OF AMERICA INC $2,163.8 6% 1% 12% 4%62 A&E TELEVISION NETWORKS $2,103.2 11% 10% 16% 16%63 HIMMEL GROUP $2,100.6 6% 10% 7% 29%64 TRIBUNE CO $2,095.1 4% 22% 21% 1%65 JOS A BANK CLOTHIERS INC $2,092.9 13% 0% 0% 0%66 DISCOVERY COMMUNICATIONS INC $2,064.8 19% 10% 19% 11%67 PATHMARK STORES INC $1,992.9 40% 21% 57% 18%68 VARIOUS RETAIL BUSINESSES $1,966.2 61% 13% 32% 7%69 UNIVISION COMMUNICATIONS INC $1,962.2 0% 100% 3% 4%70 US WINDOW FACTORY $1,958.4 0% 0% 0% 0%71 SABRE HOLDINGS CORP $1,951.8 22% 7% 15% 9%72 MIDWEST CTR FOR STRESS & ANXITY INC $1,937.4 32% 27% 31% 38%73 AMERICAN VISION INST INC $1,934.4 34% 16% 22% 34%74 COCA-COLA CO $1,919.4 45% 21% 45% 14%75 MAJOR WORLD AUTOMOTIVE GROUP-NY $1,909.5 41% 21% 28% 24%76 CONSUMER RESOURCE NETWORK LLC $1,861.6 44% 31% 46% 39%77 CITIGROUP INC $1,845.1 39% 18% 44% 24%78 CONSOLIDATED CREDIT CNSLNG SVCS INC $1,841.0 44% 44% 52% 44%79 BAYERISCHE MOTOREN WERKE AG $1,817.9 10% 7% 29% 4%80 GUITAR CTR INC $1,785.8 17% 1% 0% 3%81 FIRST DATA CORP $1,782.9 30% 51% 48% 49%82 EXXON MOBIL CORP $1,781.6 32% 12% 28% 18%83 GRUPO SANBORNS SA DE CV $1,774.8 10% 3% 11% 8%84 AJ RICHARD & SONS INC $1,772.9 18% 5% 30% 0%85 HEINEKEN BROUWERIJEN BV $1,770.7 6% 23% 18% 11%86 INFINITE ENERGY INC $1,760.2 0% 0% 0% 3%87 SEIKO CORP $1,743.8 21% 2% 25% 9%88 WENDYS INTL INC $1,737.7 45% 29% 34% 17%89 MOLSON COORS BREWING CO $1,718.0 6% 27% 13% 19%90 HSBC HOLDINGS PLC $1,707.4 18% 17% 34% 17%91 PLANET AUTOMOTIVE INC-PH-MF-AT $1,695.5 1% 97% 94% 98%92 SCHERING-PLOUGH CORP $1,693.3 13% 11% 11% 37%93 BLUE HIPPO FUNDING LLC $1,692.0 62% 36% 57% 47%94 INCHARGE INST OF AMERICA INC $1,667.5 41% 20% 40% 37%95 NOVARTIS AG $1,628.8 11% 9% 10% 9%96 HEWLETT-PACKARD CO $1,601.4 20% 9% 30% 17%97 AAMCO TRANSMISSIONS INC $1,567.8 15% 15% 29% 15%98 BAYER AG $1,565.0 6% 7% 3% 19%99 NEW YORK UNIVERSITY $1,516.4 15% 4% 29% 7%

100 MASTERCARD INC $1,509.5 28% 20% 40% 11%TOP 51 - 100 SPEND $96,752.4% TOTAL 12%

32

RADIO1 0 1 C I T R I X S Y S T E M S I N C $ 1 , 4 9 5 . 4 0 % 0 % 0 % 8 6 %1 0 2 T E M P U R - P E D I C I N T L I N C $ 1 , 4 6 7 . 2 2 % 7 % 4 % 1 8 %1 0 3 C O N S O L I D A T E D E D I S O N I N C $ 1 , 4 5 6 . 1 4 0 % 2 6 % 6 0 % 3 8 %1 0 4 D I R E C T V G R O U P I N C $ 1 , 4 4 4 . 7 2 1 % 1 2 % 2 2 % 2 0 %1 0 5 P R O G R E S S I V E C O R P $ 1 , 4 2 5 . 5 8 % 9 % 1 6 % 1 2 %1 0 6 B & H P H O T O - V I D E O - P R O A U D I O I N C $ 1 , 4 2 1 . 9 1 0 % 0 % 0 % 0 %1 0 7 M O S K O V I T Z & C O $ 1 , 4 1 3 . 2 0 % 0 % 0 % 3 %1 0 8 I N T E R N E T S P E E D W A Y I N C $ 1 , 4 1 2 . 3 3 8 % 1 1 % 2 3 % 1 9 %1 0 9 W A L G R E E N C O $ 1 , 3 9 2 . 3 2 7 % 1 5 % 3 1 % 2 4 %1 1 0 B O A R S H E A D P R O V I S I O N S C O I N C $ 1 , 3 9 0 . 4 1 6 % 2 5 % 6 0 % 1 4 %1 1 1 W A C H O V I A C O R P $ 1 , 3 7 1 . 7 1 6 % 1 5 % 3 1 % 1 8 %1 1 2 M O H E G A N T R I B A L G A M I N G A U T H O R I T Y $ 1 , 3 6 2 . 5 1 1 % 0 % 2 6 % 0 %1 1 3 A S T R A Z E N E C A P L C $ 1 , 3 5 9 . 2 2 % 1 7 % 1 0 % 2 4 %1 1 4 E M P I R E T O D A Y L L C $ 1 , 3 5 7 . 9 0 % 0 % 2 0 % 0 %1 1 5 G F A B R A N D S I N C $ 1 , 3 5 3 . 9 0 % 0 % 2 1 % 1 %1 1 6 G L A X O S M I T H K L I N E P L C $ 1 , 3 4 5 . 6 1 9 % 1 5 % 1 4 % 2 0 %1 1 7 M E T R O P O L I T A N L I F E I N S U R A N C E C O $ 1 , 3 4 0 . 9 1 7 % 8 % 2 0 % 4 %1 1 8 W A K E F E R N F O O D C O R P $ 1 , 3 2 9 . 7 1 3 % 8 % 4 5 % 1 2 %1 1 9 T O Y S R U S I N C $ 1 , 3 2 3 . 9 2 2 % 3 8 % 6 2 % 4 2 %1 2 0 D O L R O N R E S T A U R A N T I N C - N Y $ 1 , 3 1 4 . 6 6 % 9 2 % 6 6 % 6 1 %1 2 1 O U T B A C K S T E A K H O U S E I N C $ 1 , 3 0 6 . 6 1 6 % 1 0 % 3 5 % 1 0 %1 2 2 P E N N S Y L V A N I A S T A T E O F $ 1 , 3 0 2 . 7 3 3 % 3 % 4 0 % 0 %1 2 3 T J X C O S I N C $ 1 , 3 0 2 . 2 3 5 % 1 1 % 6 2 % 1 2 %1 2 4 P A Y L E S S S H O E S O U R C E I N C $ 1 , 3 0 1 . 7 3 5 % 3 5 % 4 5 % 4 5 %1 2 5 U S H E A L T H C A R D L L C $ 1 , 3 0 0 . 1 2 5 % 0 % 1 4 % 1 %1 2 6 I N T L S T A R R E G I S T R Y $ 1 , 2 9 8 . 5 3 % 0 % 2 % 4 %1 2 7 B O S E C O R P $ 1 , 2 9 2 . 9 2 8 % 1 5 % 2 8 % 2 5 %1 2 8 O R E C K C O R P $ 1 , 2 9 1 . 1 3 % 5 % 4 % 3 6 %1 2 9 M A S H A N T U C K E T P E Q U O T G M N G E N T P R S I N C $ 1 , 2 8 2 . 6 2 5 % 0 % 2 8 % 5 %1 3 0 F A I R F I E L D & S O N S L T D $ 1 , 2 7 0 . 6 3 6 % 3 2 % 3 5 % 3 7 %1 3 1 T D A M E R I T R A D E H O L D I N G C O R P $ 1 , 2 5 9 . 5 1 2 % 0 % 0 % 0 %1 3 2 N E T F L I X . C O M I N C $ 1 , 2 5 8 . 2 2 2 % 2 1 % 4 3 % 2 9 %1 3 3 U N I T E D A U T O G R O U P I N C $ 1 , 2 5 4 . 8 5 1 % 1 5 % 1 0 % 1 6 %1 3 4 D I S N E Y S T H E L I O N K I N G $ 1 , 2 4 4 . 9 9 % 5 % 3 3 % 0 %1 3 5 L E V Y P H I L L I P S & K O N I G S B E R G R L L P $ 1 , 2 3 9 . 4 4 0 % 0 % 0 % 0 %1 3 6 M A J O R A U T O M O T I V E C O S I N C - N Y $ 1 , 2 3 9 . 3 5 1 % 2 8 % 3 7 % 2 4 %1 3 7 E S T E E L A U D E R C O S I N C $ 1 , 2 3 3 . 7 1 8 % 1 7 % 6 3 % 3 %1 3 8 F I D D L E R O N T H E R O O F $ 1 , 2 2 8 . 1 3 % 0 % 2 9 % 0 %1 3 9 R T O N E C O R P $ 1 , 2 2 7 . 0 3 6 % 1 9 % 3 2 % 3 2 %1 4 0 L O J A C K C O R P $ 1 , 2 2 6 . 5 2 6 % 1 9 % 4 8 % 2 0 %1 4 1 N E W Y O R K - P R E S B Y T E R I A N H E L T H C R S Y S T M $ 1 , 1 9 3 . 0 2 % 2 % 1 0 % 5 %1 4 2 I N V I V A I N C $ 1 , 1 8 4 . 0 8 % 2 5 % 1 4 % 2 6 %1 4 3 U N I L E V E R $ 1 , 1 8 3 . 9 1 2 % 6 % 2 7 % 3 %1 4 4 S A B M I L L E R P L C $ 1 , 1 7 4 . 5 2 % 3 8 % 7 % 1 6 %1 4 5 U N I M E D I N T L I N C $ 1 , 1 6 1 . 4 0 % 0 % 0 % 0 %1 4 6 G U S P L C $ 1 , 1 5 9 . 1 3 % 5 % 4 % 1 7 %1 4 7 A F C E N T E R P R I S E S I N C $ 1 , 1 5 8 . 0 6 0 % 4 0 % 5 6 % 4 5 %1 4 8 G O O D Y E A R T I R E & R U B B E R C O $ 1 , 1 5 7 . 4 1 2 % 8 % 8 % 9 %1 4 9 P R I C E L I N E . C O M I N C $ 1 , 1 5 1 . 4 5 % 1 1 % 6 % 1 9 %1 5 0 N I G H T C L U B L I S T I N G S $ 1 , 1 4 5 . 4 9 % 4 % 5 % 1 %1 5 1 V I S I T I N G N U R S E S V C O F N E W Y O R K - N Y $ 1 , 1 4 4 . 7 0 % 1 2 % 2 6 % 5 %1 5 2 M E M O R I A L S L O A N - K E T T E R I N G C A N C E R C T R $ 1 , 1 2 6 . 8 1 2 % 0 % 0 % 0 %1 5 3 R O C K A W A Y B E D D I N G I N C $ 1 , 1 2 5 . 4 2 7 % 8 % 3 7 % 1 4 %1 5 4 P E T S M A R T I N C $ 1 , 1 1 8 . 0 2 0 % 1 8 % 3 8 % 3 0 %1 5 5 D E L L O R U S S O F A M I L Y L L C $ 1 , 1 1 6 . 9 2 4 % 3 % 3 % 2 %1 5 6 C A D B U R Y S C H W E P P E S P L C $ 1 , 1 0 1 . 6 6 4 % 1 4 % 4 6 % 1 0 %1 5 7 D O C T O R S A S S O C I N C $ 1 , 0 9 6 . 8 2 6 % 1 8 % 2 4 % 1 1 %1 5 8 A L T R I A G R O U P I N C $ 1 , 0 9 4 . 8 3 9 % 1 8 % 3 8 % 3 0 %1 5 9 1 - 8 0 0 - F L O W E R S . C O M I N C $ 1 , 0 9 1 . 1 2 7 % 0 % 2 3 % 2 %1 6 0 B A Y R I D G E A U T O M O T I V E M A N A G E M E N T - N Y $ 1 , 0 8 9 . 4 5 3 % 4 6 % 3 9 % 3 5 %1 6 1 N I G H T I N G A L E - C O N A N T C O R P $ 1 , 0 8 4 . 8 2 2 % 1 6 % 1 5 % 2 4 %1 6 2 N U T R I T I O N A L T H E R A P E U T I C S I N C $ 1 , 0 7 8 . 1 5 % 0 % 0 % 0 %1 6 3 L I F E T I M E E N T E R T A I N M E N T S V C S $ 1 , 0 7 2 . 4 2 3 % 4 2 % 4 5 % 3 9 %1 6 4 S A M A S H M U S I C C O R P $ 1 , 0 7 0 . 2 1 7 % 3 1 % 2 5 % 2 5 %1 6 5 N A T L G R A P E C O O P E R A T I V E A S S N I N C $ 1 , 0 6 7 . 3 9 % 1 % 6 % 1 0 %1 6 6 G L O B A L V I S I O N P R O D U C T S I N C $ 1 , 0 6 2 . 3 5 % 0 % 0 % 1 7 %1 6 7 S C H O T T E N S T E I N S T O R E S C O R P $ 1 , 0 4 9 . 4 4 2 % 9 % 5 4 % 5 %1 6 8 Y O U N G M E N S C H R I S T I A N A S S N $ 1 , 0 3 8 . 6 4 4 % 2 5 % 7 2 % 2 0 %1 6 9 N O R T H S H O R E - L N G I S L N D J W S H H L T H S Y S $ 1 , 0 3 8 . 1 1 2 % 0 % 1 8 % 0 %1 7 0 G E N U I N E P A R T S C O $ 1 , 0 2 8 . 7 9 % 1 4 % 8 % 1 6 %1 7 1 E Q U I F A X I N C $ 1 , 0 2 8 . 2 2 % 2 % 1 % 5 %1 7 2 M Y F A M I L Y . C O M I N C $ 1 , 0 0 7 . 3 7 % 2 8 % 3 4 % 3 1 %1 7 3 I N T L N U T R I T I O N M A S T E R I N C $ 1 , 0 0 6 . 6 0 % 1 0 0 % 2 6 % 1 0 0 %1 7 4 O V E R S T O C K . C O M I N C $ 9 9 4 . 5 4 % 9 % 7 % 1 8 %1 7 5 Y A H O O ! I N C $ 9 8 8 . 8 3 3 % 1 9 % 4 3 % 5 %

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SUMMARY/POSSIBLE SOLUTION

• National Advertisers and their agencies have a large appetite and need to advertise to their potential consumers– They do that as evidenced by the fact of their

spending targeted to minority groups– They desire to be in compatible programming

that is important to the community that they sell in…again supported by the fact of their paying a premium and waive procurement rules to buy from minority owners

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• There are no out of home companies that are minority owned serving the minority community

• There are not enough minority owned radio stations in NY

• There is a dearth of daily newspapers serving the minority community, particularly the African American community in NY

• The few minority owned media (with less than a handful of exceptions) that there are do not subscribe to the media research services necessary to grow their business

• Independent media owners need help in selling to local NY advertisers

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• It is within the abilities of City Government to create an environment – Where more minority owned media companies can be

created,– Where current minority owned media companies can

flourish– Where local companies in the NY community can

have more opportunities to advertise to their customers and grow their businesses

– Where national advertisers can have the increase in outlets to reach their consumers that they have shown they want and need

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• Through the use of zoning regulation and the establishment of zones such as is done in economic development zones, minority owned out of home companies could flourish

• Through the use of tax credits or edz’s, locally owned businesses could be incented to buy locally owned media that serve their communities– Perhaps those companies increased sales and sales

taxes would counterbalance the tax credits

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• Through the City’s economic development office, mini-group deals could be arranged and sales help provided– For instance, to compete with an Emmis

station group, local independent radio stations could sell with the new independent out of home companies and the minority owned newspapers to provide a “one stop, one price”solution to reaching the audience for local retailers

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• In short, advertisers need and want to be able to spend even more than they are already doing to reach minority audiences

• It is up to the City Council to grab this opportunity, not because it is wanted by advertisers…but because it will grow the City.

Documents

Advertising in New York Media · Source: U.S. Census Bureau Amercian FactFinder New York DMA TV Homes (000) % Total 7,367.0 100.0% Black 1,259.5 17.1% Asian 564.4 7.7% Hispanic 1,190.4