WDAS-105.3FM MEDIA KIT

Philly’s Best R&B and Classic


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SoulSoulStation ProfileStation ProfileMarket

PHILADELPHIA

Slogan“R&B and Classic Soul”

FormatUrban ADULT Contemporary

Format DescriptionOur adult contemporary format features contemporary hits, as well as R&B and Classic Soul, combining a diverse mixture of music from the 70’s, 80’s, 90’s, the

year 2000 and beyond. The station is consistently ranked in the TOP 3 with Adults 25-54 and with Women 25-54. WDAS 105.3 FM reaches over 440,000 adults 25-

54 each week. Audience Composition

55% Women / 45% Men

PrimaryWomen 25-54/Adults 25-54

SecondaryAdults 18-49

Signature Contest$1,000 a Day Giveaway

Steve Harvey’s Pick Your Purse

Annual Spending PowerOver $8,374,085,000 Billion

Date Ranking Rating TSL (hrs.)

Jun PPM 2010 2nd (tie) 0.7 4:15

Jul PPM 2010 1st (tie) 0.7 4:15

Aug PPM 2010 1st (tie) 0.7 4:30

Ratings (Adults 25-54)



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Format: Urban Adult Contemporary

Metro: Philadelphia

“Philly’s Best R&B and Classic Soul”

Format Notes Audience Composition

55% Women / 45% Men

Primary: Adults/Women 25-54Secondary Adult 18-49

Core Artists

WDAS’s core artists consist of these and many more…•Anita Baker•Brian McKnight•Stevie Wonder•Maxwell•Isley Brothers•Jill Scott•Luther Vandross•Maze featuring Frankie Beverly •Alicia Keys•Barry White

On-Air

6-10am Steve Harvey10-3pm Patty Jackson3-7pm Michael Baisden

7-12mid Tony Brown’s“Quiet Storm”

Highlights• Summer Soul Concert Series• West Oaklane Jazz Festival• Pay Your Bills• Read and Rise

Philly’s Best R&B and Classic Soul. It is the mission of the FM Programming Department of WDAS Radio to establish itself as the leader in Adult Radio. Our main objective is to entertain and inform the Adult listener 25-54. We must maintain focus on our community by providing them with music, news, and events that promote cultural heritage. WDAS has been in the same format since 1971.

Digital Metrics

Source: Arbitron Fall “2010

Unique Visitors: 65,803 Page Views: 1,408,311Facebook / Twitter: 19,621 / 1,340E-Newsletter Database: 50,243

On Air



SoulSoulHistoryHistory

Welcome to WDAS…

One of the nation's most unique and enduring broadcast institutions. As you become more aware of the tremendous WDAS legacy, it will be clear why we have such reverence for our station. You will also understand why our listeners feel so emotional about the proud heritage of WDAS.

Philadelphia was a Mecca for inspiring national artists. WDAS provided an outlet for African-American rising stars on The Sound of Philadelphia (TSOP) label under the direction of Kenny Gamble and Leon Huff. Such artists included Teddy Pendergrass, Harold Melvin and the Blue Notes, The O'Jays, The Stylistics, Lou Rawls, Phyllis Hyman and many more.

WDAS has always been committed to the Community. During the civil rights struggle of the 1960’s, WDAS was very much involved in carrying the message of Dr. Martin Luther King and Malcolm X.

Georgie Woods, Jimmy Bishop and Jocko Henderson are among the legendary DJ's of WDAS fame. Ed Bradley of TV's "60 Minutes" was once a part of this famed radio station. The legend still continues with Philadelphia's Queen of Gospel Music, State Representative Louise Williams Bishop and the all time great, Joe "Butterball" Tamburro.

WDAS’ signature event, Unity Day was born in 1978 on Belmont Plateau drawing approximately 20,000 the first year. Now attracting over 200,000, the primary focus of the Unity Day is connecting with family and the community. This celebration honors rededication of family values, morals and social interaction. The voice of WDAS has always been instrumental on other social issues. Whether it has been feeding the hungry, helping to house the homeless or conducting massive voter registration drives, WDAS has always been an innovative, legendary, heritage station serving the community.

This heritage continues today as WDAS has become a A PHILADELPHIA INSTITUTION...SINCE 1950

WDAS…Philly’s #1 Adult Station



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LUTHER VANDROSSHEATHER HEADLEYALICIA KEYSKEM BRIAN MCKNIGHTMUSIQARETHA FRANKLINWHITNEY HOUSTONEARTH, WIND & FIREFANTASIAR. KELLYVIVIAN GREENSTEVIE WONDERMAZEPATTI LABELLETEENA MARIEWHISPERSANITA BAKERISLEY BROTHERSFAITH EVANS

Partial Partial Listing…Listing…



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WDAS-FM Coverage MapWDAS-FM Coverage Map



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The Steve Harvey Morning Show-hosted by one of America's funniest and most popular comics - lands in the City of Brotherly Love, Philadelphia. The Steve

Harvey Morning show is uplifting, inspirational, motivating, covers topical issues and community concerns that touch everyone. It combines heart, humor, great music for grown people and hot celebrities from the entertainment and sports

world.

Steve will wake you up with inspirational music, make you laugh with his "Top Tens," offer compelling interviews with a variety of engaging guests and end his

show with an inspiring "Closing Remark." He is joined by Shirley Strawberry, the author of the Strawberry Letter, and his nephew Tommy. Steve Harvey, a

multi-media star and one of the original "Kings of Comedy," brings his own brand of original showmanship to radio!

The Steve Harvey Morning Show Affiliates:WBLS NEW YORK

WSRB/WYRB CHICAGOKRNB DALLAS

WDAS FM PHILADELPHIAWHUR WASHINGTON D.C.

WMXD DETROITKPRS KANSAS CITYWBAV CHARLOTTE

WUHT BIRMINGHAMWXST CHARLESTON, SCWWDM COLUMBIA, SC

WFLM FT. PIERCE-STUART-VERO BEACH, FLWCCG FAYETTEVILLE, NC

KDKS SHREVEPORTKISX TYLER

WTYB SAVANNAHWLZN MACON

WBBK DOTHANKJMH LAKE CHARLESWQZZ TUSCALOOSAWMRZ ALBANY, GAWBGA BRUNSWICK



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Background On Steve Harvey:

Born in Cleveland, Ohio in 1956, Steve Harvey, A Renaissance Man, is an actor, entertainer and comedian. Harvey began doing stand-up comedy in theearly 1990’s eventually leading to a long stint as host of It's Showtime atthe Apollo, picking up where his friend Cedric the Entertainer left off.His success as a stand-up comedian led to The WB network giving him his own show, the top-rated Steve Harvey Show. (NOTE: The show was wildly popular in the African American community winning multipleNAACP Image Awards. In 2001, Steve Harvey was honored with THE NAACP’sEntertainer of The Year Award)

In 1997, Harvey continued his work in stand-up comedy, touring as oneof the Kings of Comedy, along with Cedric the Entertainer, D.L. Hughley and Bernie Mac. The comedy act would later be put together into a film by Spike Lee called The Original Kings of Comedy.

Following the end of his runs on Showtime at the Apollo and The SteveHarvey Show, Harvey has become a major figure in many African-American functions and is a staple on BET. In addition, he has alsoreleased an audio CD of up-and-coming hip hop and R&B artists on arecord label he founded and a book, Steve Harvey's Big Time. In addition, Harvey hosted his own syndicated morning radio show from September 2000 till May 2005. Harvey mixed it up with his popular daily morning drive radio show in Los Angeles, California and Dallas, Texas. “The Steve Harvey Morning Show” throughout its tenure he boasted high ratings with loyal listeners. (In 2000, he was #1 in Los Angeles in AM Drive on 100.3 The Beat.)

Someof his guests included chart topping artists, award winning celebrities, andAmerican Idols.

On September 19, 2005, Harvey signed a joint syndication deal with Premiere Radio Networks and Inner City Broadcasting Corporation and began broadcasting live from WBLS in New York.



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Our listeners love listening to Steve Harvey in the mornings. They listen in their cars and once at work, they stream WDAS through their computers. While on WDASFM.com our listeners take part in various polls, hear interviews, view the photo gallery or check out the latest Strawberry Letter advice segment or laugh out loud at Nephew Tommy’s Prank Calls.

Your business will benefit by engaging our most active and responsive listeners online where they can take immediateaction on your marketing message. Connect with thishighly coveted at-work audience and leverage the synergy between WDAS and its valuable listeners via this great interactive content

Sponsor will receive: (1) avail per month• (15) :15 commercials to run 6a-10a, Monday-Friday during the sponsorship. • :15 PreRoll

• Plays before Strawberry Letters and Nephew Tommy’s Prank Calls •100% exposure on The Steve Harvey Morning Show page in the 728x90 and 234x60 ad position• 50% exposure on The Steve Harvey Morning Show page in the 300x250 ad• Run Of Site banners, that will deliver your marketing message throughout WDASFM.com

• 728x90, 234x60 & 300x250 ad sizes



SoulSoulPhilly’s Best R&B and Classic


SoulSoulPatty JacksonWeekdays (10AM - 3PM), Saturdays (10AM - 3PM), Sunday, (9a-12pm)Everyone who knows Patty can attest that she is a work-a-holic, always lending her skills and talents to numerous organizations and functions throughout the tri-state area. In addition to Patty's love of music and entertainment, Patty has propelled herself as the Entertainment Queen of the 21st century. Patty keeps us informed all day long with her 411 Hollywood gossip starting each morning on The Steve Harvey Morning Show and throughout the rest of her shift.

WDAS-FM CAFÉ 105 Monday—Friday 11:55a or 12:15p Patty Jackson hosts this weekday lunchtime segment. Each day, (excluding Thursday) features a different musical tribute. Monday: The Sound of Philadelphia Tuesday: Triple Play Tuesdays Wednesday: Way Back Wednesday Thursday: Old School Friday: Classic Soul Mix

• NAME ONLY Live Read Opening Feature Billboards at either 11:55a or 12:15p, (times approximate). • NAME and 5 Word Sell Message Live Read Closing Feature Read Billboards at either 11:55a or 12:35p (times approximate)

WDAS-FM “411 Entertainment Report” Monday – FridayOn a daily basis, the Queen of WDAS-FM, Patty Jackson brings out the best of entertainment news, information and events. Here’s your chance to associate with the pulse of what’s happening in and around Philadelphia with…the WDAS FM 411 Report

•NAME ONLY Live Read Opening Feature Billboards at either 10:35a, 12:35p, and 2:35p (times approximate) • NAME and 5 Word Sell Message Live Read Closing Feature Read Billboards at 10:35a, 12:35p, and 2:35pm (times approximate)

RECENT ARBITRON RESULTSA25-54 W25-54

July PPM 2010 1.1 (2) 1.4 (2)Aug PPM 2010 1.1 (2) 1.4 (2)



SoulSoulPatty Jackson featuring Patty’s 4-1-1 Entertainment

ReportMonday-Friday, 10a-3p

On a daily basis, the Queen of WDAS-FM, Patty Jackson brings out the best of entertainment news, information and events. Here’s your chance toassociate with the pulse of what’s happening in and around Philadelphia with…the WDAS FM 4-1-1 Report

Our listeners love Patty Jackson and the 4-1-1 Report. They listen in their carsand once at work, they stream WDAS 105.3 FM through their computers.While on WDASFM.com our listeners take part in various polls, hear interviews, view the photo gallery or check out the latest 4-1-1 Report.

Your business will benefit by engaging our most active and responsive listeners on air and online where they can take immediate action on your marketing message. Connect with this highly loyal audience on the go and atwork, and leverage the synergy between WDAS 105.3 FM-WDASFM.com andits valuable listeners via Patty Jackson’s 4-1-1 Report On Air and On Line.

A Sponsor will receive:A total of (3) :10 Live Read Opening or Closing Feature Billboards at 10:35a, 12:35p, and 2:35p (times approximate) per day for a total of (15) Live Mentions per week NOTE: Spot Times Affidavit will not be available for this opportunity. (1) Aircheck will be provided

A total of (15) Live Mentions Per Week, M-F

• :100% exposure on the Patty’s Page, Patty’s 411 and Patty’s Photo Gallery•728x90 and 234x60 ad position

• Investment: $2,500



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RECENT ARBITRON RESULTSA25-54 W25-54

Jul PPM 2010 0.7 (5t) 0.8(3t)Aug PPM 2010 0.8 (3t) 0.9 (3)

From Best-selling author, to motivational speaker, to television talk show host, to now nationally syndicated top-rated radio host, Michael Baisden is truly a man on a mission! Baisden, a Chicago native, has redefined marketing in the book industry when he self published his first book, Never Satisfied: How and Why Men Cheat. The controversial book of short stories about infidelity sold over 50,000 copies during the first eight months and has since sold more than 300,000 copies nationally! “All the money and celebrity in the world don’t mean a thing if you can't choose the people you work with or implement your own ideas!“The opportunity to prove his point came on July 14, 2003, when 98.7 KISS FM in New York City offered him a position as the afternoon drive-time host. Because of budget constraints the station was unable to offer him a salary. Michael’s response was, “Just give me the damn mic!” And sure enough, within six months, their afternoon drive ratings went from number 9 to number 1.After eight months of consistent high ratings, Michael suggested taking his show national. But management was apprehensive, suggesting that New York was not ready. Once again, someone was standing in the way of his dream. “There was no doubt in my mind that Love, Lust, and Lies could be one of the hottest shows on radio! I knew the impact it would have on people all across the country and I wasn’t taking no for an answer!”

Michael BaisdenWeekdays (3PM - 7PM)



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Joe “Butterball” TamburoSundays (7PM - 12 Mid)Host of “Sunday Night Dance Party"Butter has been the Program Director at WDAS-FM for more than 25 years. In addition to his programming duties, he hosts the famous " Sunday Night Dance Party " program and maintains the positions of Operations Manager for WDAS FM. Butter's show features a master mix of R&B and soul classics from the 50s, 60s and 70s. Raised in Philadelphia, Butter is definitely a legend.

WDAS-FM SUNDAY NIGHT DANCE PARTY Sunday evening 7:00p—12:00aHosted by ’DAS legend “Butterball,” live from Pinnacle Night Club, 5 hours of your favorite oldies from the 50’s-70’s, the “#1 oldies show in Philly”

6 mentions per night, only one sponsor per broadcast



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Tony BrownWeeknights (7PM - 12 Mid)For more than 30 years Tony Brown's voice has been synonymous with the sounds of the night in the Delaware Valley. Tony's career in radio began on Temple University's WRTI in 1969, but his interest in radio actually began to develop around age 4. Tony melts the night away with the best in R&B on a slower, relaxing vibe..

RECENT ARBITRON RESULTS A25-54 W25-54

July PPM 2010 0.5 (1t) 0.4 (1t) Aug PPM 2010 0.5 (1t) 0.5 (1)

•“The Quiet Storm, brought to you by….”

Your Company’s name and 5 word tag line could be featured Monday through Friday, at either 9:00pm or 9:59pm.



SoulSoulMiMi BrownSundays (3PM – 7pm)Long time WDAS 105.3 FM fan favorite, MiMi Brown is back in Philadelphia and on WDAS 105.3 FM! In 2008, Mimi Brown returned to WDAS 105.3 FM and she is better than ever – with her smooth style and grace, Mimi is a favorite where ever she goes.

Here’s your opportunity to help the Delaware Valley welcome Mimi Brown back to the WDAS Family. And this time, she’s OnDemand. WDASFM.com now features Mimi Brown’s “Mind, Body and Soul” an extension of the positive vibes she broadcast on-air.

You’ll leverage the relationship that Mimi and WDAS have with their audience by taking ownership of Mimi Brown’s listener generated content. The Mind, Body and Soul Page will quickly grow to be the interactive destination for all things Mind, Body and Soul.

A Sponsor will receive: (only (1) Avail Per Month)• 100% exposure on Mind, Body and Soul Page in the 728x90 and 234x60 ad position• 50% exposure on Mind, Body & Soul Page in the 300x250 ad• Run Of Site banners, that will deliver your marketing message throughout WDASFM.com

728x90, 234x60 & 300x250 ad sizes• A total of (12) :15 commercials (3 per week) to run on Sunday, 3p-7p, during Mimi Brown’s show on WDAS105.3 FMMonthly Investment: $1,750

NOTE: During the first week of Mimi Brown’s return to

to WDAS 105.3 FM, her page received over 3,000 HITS and

over 200 people left her a welcome message!



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- 52 years in format – 4 time Crystal Award Winners- 84% African American - 65.4% of WDAS-FM’s Audience is 25-54- 37.4% of WDAS-FM’s Audience is Female 25-54- The average age is 42

WDAS-FM Indexes at 149 for Healthcare Practitioners & TechnicalWDAS-FM Indexes at 141 for Architecture & EngineeringWDAS-FM Indexes at 245 for plan to go back to school

Household income 35k to 49,999k –WDAS-FM Indexes at 136Shopped Cheltenhem Square(3 months) – WDAS-FM Indexes at 325

Spent $1000 - $2999 on all home improvements (year)– WDAS-FM Indexes at 151Usually drink Dasani most often – WDAS-FM Indexes at 133

Took 10 air round trip(s) in cont US – Both (yr) – WDAS-FM Indexes at 196Visited 10-14 Atlantic City Casinos (yr) – WDAS-FM Indexes at 148

Two adults reside in householdKids under two –WDAS-FM Indexes at

134Kids between 2-5 – WDAS-FM Indexes

at 151Kids between 6-11 – WDAS-FM Indexes

at 166Kids between 12-17 Indexes at 173Living in a single family home – Valued $75,000 - $99,000 WDAS-FM

Indexes at 219Market Value of owned home is 1,000,000– WDAS-FM Indexes at 147



SoulSoulWOMEN•YOUNG ADULT AND MATURE SINGLE AND MARRIEDCAREER/AT-HOME EDUCATED AUDIENCEDECISION MAKERS55% FEMALE COMPOSITION

ACTIVE LIFESTYLE•TRAVELNIGHTLIFE HOME DECORATINGGARDENINGMOVIES/THEATER

AFRICAN AMERICAN AUDIENCE•BRAND LOYAL INTIMATE RELATIONSHIP WITH RADIOSPENDS MORE TIME WITH RADIO THAN THE GENERAL MARKET

MEN•YOUNG ADULT AND MATUREACTIVE LIFESTYLESMEN HAVE ACTIVITIES OUTSIDE OF SPORTSLIFESTYLE RADIO45% MALE COMPOSITION

Documents

WDAS-105.3FM MEDIA KIT