WFNX FM 101.7

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WFNX FM 101.7

• Kerryann Bryan
• Donald Chase
• Luis Kafie
• Sinan Seferoglu
• Nikita Vaswani

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Situation Analysis

• Listenership is down
• 1997 Arbitron Ratings are 52 lower than 1994.
• Revenue and Profitability are Down
• 1997 Total Revenue is 19 lower than 1994.
• 1997 Earnings are 48 lower than 1994.
• Lack of management focus and direction

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Why is This Happening ?

• Lack of existing signal strength
• Changes in the Boston alternative music
  marketplace
• Failed promotional activities and high employee
  turnover

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The Alternative Radio Market
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Core Question?
Ratings
Advertising

• Profits

Revenues
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Solutions

• Develop a strategic management initiative that
  improves our companys focus on serving our
  exiting alternative music base, while attracting
  additional listeners.
• Increase our overall capacity by acquiring, WDEC,
  the available station in Worcester while
  increasing our Boston translator output to 10
  watts.

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Strategic Management Change

• Continue positioning ourselves as THE Alternative
  music station in Boston
• Increase playtime of Active Rock in our
  playlist rotation.
• Cross-promote through Phoenix Media Group in
  Boston and Worcester areas.
• Develop promotion programs that require more
  active listenership.

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WDEC Acquisition

• Worcester Station
• 2,000,000

MCC 500,000 25
Fleet Bank 1,500,000 75
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Implementation Timeline

• First Three Months
• Establish new strategic management plan
• Purse funding and finalize WDEC purchase
• Increase Boston translator wattage to 6 watts
• Next Three Months
• Promote the WFNX simulcast on WDEC
• Develop a more active rock playlist
• Introduce management plan to WFNX teams
• Remainder of Year Ongoing
• Develop WFNX active listener promotions
• Pursue increase of Boston Translator to 10 watts

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Risks Opportunities

• Increased signal capacity will lead to wider
  audience
• We retain our existing listener base while
  reclaiming lost listeners
• Directly target our demographic group
• Increased revenues and increase profitability

• FCC denies our request to increase translator
  capacity
• Investment in the station does not lead to
  increase in audience
• Inability to fund purchase
• Lack of listener acceptance of our new sound

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QA