Trust!As the Only Haverhill-Based News Source,97.9 WHAV Delivers the Confidence and Loyalty of Listeners and Sponsors Alike

2017

March 16, 2017 represents the 70th anniversary of WHAV as a broadcast station for Greater Haverhill and also the formal inauguration of the new 97.9

WHAV FM.

Then, as now, WHAV is an essential community resource where listeners go first for breaking news and comprehensive coverage of local events. Its transmitter is still high atop Silver Hill—the tower, with its flashing beacons, is a local landmark.WHAV has always been a breeding ground for broadcasting’s best talent. Alumni include Tom Bergeron, host of ABC-TV’s “Dancing with the Stars,” among other hit shows; Gary LaPierre, WBZ’s award-winning morning anchor for 40 years; Bob Clinkscale, pioneer WCVB Channel 5 anchorman; Joe Clementi, longtime WHDH reporter; and many others.

Today’s WHAV is nonprofit, public and community radio with a substantially larger footprint than the original WHAV AM. Not only is WHAV heard throughout Haverhill, but also in every surrounding community and points beyond. WHAV’s internet streams also attract listeners all over the world.

Tops in Local News—WHAV is theOnly Haverhill-Based News Source

WHAV turns out more local news every weekday than all other sources combined. This should come as no surprise as WHAV is the only Haverhill-based news source, attracting unusual loyalty and trust.

Original, thorough and objective reporting and experienced newscasters ensure timely coverage of quality of life issues, important government deliberations, education, business, obituaries, sports, features and more. Every hour, the charities, civic and cultural groups and service clubs you already support receive free and widespread publicity on Community Spotlight. Accurate weather forecasting, heard twice an hour, is ensured by trained meteorologists right here in the Merrimack Valley.

WHAV complements the five-million-strong monthly visits at WHAV.net and bonus cable TV listeners in Andover, Atkinson, Haverhill, Methuen, Plaistow and Sandown. Unlike other media with “paywalls,” there’s nothing to stop your message from reaching your target audiences.

The Gift of Public Radio on WHAV’s 70th Anniversary

The ‘Halo Effect’ of Public Media

Studies confirm messages heard on public radio stations, such as WHAV, help underwriters demonstrate quality,

credibility and stability. It’s called the “Halo Effect” and comes from public radio listeners’ unusual trust in their public radio station.

This effect strengthens public perception of your company’s community commitment and the quality of your products and services. In the end, audiences find businesses heard on public media are more credible than others.

Other benefits of elegant, dignified and upscale public radio underwriting include your business’ access to a concentrated, well-educated and affluent audience; the audience’s generally higher amount of time spent listening; greater listener attention because messages don’t compete within the cluttered environment of commercial media; improved name recognition by listeners who appreciate the fact your company supports their station; and a perception of goodwill in the community by linking your business with a civic, educational and cultural institution.

Moreover, WHAV’s audience deliberately and actively listens for local news and information—quite different from passive

music listening which frequently results in “surfing” from one station to another. They are loyal listeners and have an emotional connection with the station.

Radio Loyalty—ParticularlyPublic Radio—Remains Strong

More than 90 percent of adults listen to radio each week, according to recent research reported by Nielsen Co. In the 18+ demo, radio is second to only television when it comes to the amount of time spent with each medium every week. More specifically, a recent Arbitron study of public radio found:

• In an environment of increased media choices, time spent listening to public radio has held steady in recent years.

• Public radio’s popularity among younger audiences continues to grow.

• The public News/Talk/Information format accounts for more than a third of all rated public stations and now, for the first time this year, accounts for more than half of all public radio listening…Listeners to this format are better educated and live in a greater number of high income households than the listeners to any other public or commercial radio format.

How Public Radio Stacks Up Against Other Media

The return on investment among public radio underwriters is better than those advertising on commercial radio, television, print and websites. A WBUR study, “designed to measure specifically how underwriting a nontraditional marketing message on local public radio compares directly against traditional commercial media outlets,” found public radio listeners are:

• More likely than nonlisteners to do business with companies that sponsor their local station.

• More likely than nonlisteners to be influenced by basic factual messages about a company or product and encouragement to learn more on the web.

• More likely than nonlisteners to do business with companies that sponsor their local station.

The study also found:• Companies that begin sponsoring public radio on

average see a 23 percent gain in market share among public radio listeners after one quarter of sponsorship.

• Companies that consistently sponsor public radio are 31 percent more likely to be considered for future purchases by listeners compared to nonlisteners.

• Non-traditional companies that consistently sponsor public radio are 39 percent more likely to be considered for future purchases by listeners.

• Non-traditional companies that consistently sponsor public radio are 38 percent more likely to be perceived as offering high quality products and services.

• Companies that consistently sponsor public radio are more likely to be perceived by listeners as having the best reputation for offering the highest quality.

On-Air Longevity Discounts

Monday-Friday Saturday-Sunday

Daypart1 Open Rate 13 Weeks 26 Weeks 52 Weeks Open Rate 13 Weeks 26 Weeks 52 Weeks

6 a.m.-9 a.m.3

$30.00 ea. $25.00 ea. $20.00 ea. $15.00 ea. $20.00 ea. $15.00 ea. $10.00 ea. $5.00 ea.

9 a.m.-3 p.m.

$25.00 ea. $20.00 ea. $15.00 ea. $10.00 ea. $20.00 ea. $15.00 ea. $10.00 ea. $5.00 ea.

3 p.m.-8 p.m.3

$30.00 ea. $25.00 ea. $20.00 ea. $15.00 ea. $20.00 ea. $15.00 ea. $10.00 ea. $5.00 ea.

8 p.m.-12 a.m.

$25.00 ea. $20.00 ea. $15.00 ea. $10.00 ea. $15.00 ea. $10.00 ea. $10.00 ea. $2.50 ea.

12 a.m.-6 a.m.

$20.00 ea. $15.00 ea. $10.00 ea. $5.00 ea. $15.00 ea. $10.00 ea. $10.00 ea. $2.50 ea.

On-Air Volume Discounts2

Monday-Friday Saturday-Sunday

Daypart1 <10/Week >10/Week >20/Week <10/Week >10/Week >20/Week

6 a.m.-9 a.m.3 $25.00 ea. $20.00 ea. $15.00 ea. $15.00 ea. $10.00 ea. $5.00 ea.

9 a.m.-3 p.m. $20.00 ea. $15.00 ea. $10.00 ea. $15.00 ea. $10.00 ea. $5.00 ea.

3 p.m.-8 p.m.3 $25.00 ea. $20.00 ea. $15.00 ea. $15.00 ea. $10.00 ea. $5.00 ea.

8 p.m.-12 a.m. $20.00 ea. $15.00 ea. $10.00 ea. $10.00 ea. $5.00 ea. $2.50 ea.

12 a.m.-6 a.m. $15.00 ea. $10.00 ea. $5.00 ea. $10.00 ea. $5.00 ea. $2.50 ea.

On-air underwriting rules apply, per FCC and IRS. See agreement for terms and conditions.1Add $5.00 ea. for opening and closing sponsorship (per news, weather, features) or guaranteed times (e.g., Local news is/was sponsored by Acme Insurance, 38 Bridge St., Haverhill). Does not count toward volume discounts.2Minimum 13-week commitment required for volume discounts. Discounts may not be combined.3Prime dayparts.

Relative Banner Sizes

770X90

230X230

© 2017 Public Media of New England, Inc. All Rights Reserved. WHAV® is a registered trademark.

Web AdvertisingSize Home Content Main Sidebar Story Sidebar Category Sidebar

Small 230X60 pixels N/A $60.00 month $60.00 month $30.00 month

Medium 230X115 pixels N/A $90.00 month $90.00 month $40.00 month

Large 230X230 pixels N/A $120.00 month $120.00 month $50.00 month

Extra Large 770X90 pixels $175.00 month N/A N/A N/A

230X115

230X60

Talking Banner

230X60 version

189 Ward Hill Avenue • Haverhill, MA 01835-6973 • 978-374-2111

Affordably Reach the Prospects You Want

WHAV has solved the marketer’s dilemma of trying to target just those qualified customers you want close to home without being forced to pay

extra to reach distant audiences you don’t need. Consolidation of the media in recent years has dramatically driven up advertising costs and helped only your regional and national competitors. On-air or online, WHAV’s reach is locally focused, respected and eminently affordable.

Including

© 2017 Public Media of New England, Inc. All Rights Reserved. WHAV® is a registered trademark.

It is not new and it may not be sexy, but a recent study confirmed radio is everywhere and delivers the best return on

investment for advertisers.

According to Nielsen Audio, radio reaches an impressive 91 percent of all Americans age 12 or older every week, while WHAV’s target audience averages 92 percent. Listeners continue to turn to radio for local news, information and entertainment they cannot find elsewhere—despite an ever-increasing selection of media options.

“Brands averaged a sales lift of more than $6 for every $1 spent on radio ads – an ROI double that of even the best results from many recent studies of digital or TV media, including one from France and Coca-Cola that Facebook recently touted. One retail brand delivered an almost unheard of $23.21 in sales lift for every $1 invested...,” AdWeek reported.One reason for the high return on investment is radio’s relatively low rates.

WHAV Outperforms Cost-Per-Click

Best-selling author and marketing consultant Roy H. Williams admits online-only businesses do well with internet advertising.

“But, any brick-and-mortar business that abandons broadcast media – and I include television in that definition – and tries to replace broadcast with pay-per-click or social media or content marketing is going to lose a fortune online,” (his emphasis) he warns, however. Williams goes even further and says the success online ad platforms tout actually belongs to radio.

“But the credit that belongs to radio is often given to SEO consultants and other digital marketing weasels who pretend that broadcast is dead. Remember what (Ken) Goodrich (owner of Goettl Air Conditioning) told us? His customers are still going online before they call and they’re still seeing his name pop up. But it was only after he became a household word through radio that a much higher percentage of them began clicking ‘Goettl.’” (Emphasis added.)

Radio, Online Combo Increases Effectiveness

A 2017 study by the Interactive Advertising Bureau, “Cross–Media Ad Effectiveness Study,” also found those who use a combination of radio or TV and digital improve consumer purchase intent by 90 percent and brand perception by 68 percent.

In June, 2017, WHAV’s hyperlocal online site, WHAV.net, secured 12.6 million hits, or 127,000 unique visitors. Web traffic has more than doubled since 97.9 WHAV FM went on the air, demonstrating the tremendous power of the FM/online combination.

On-air and online, WHAV delivers the largest local audience ever assembled.

WHAV Reaches More Local Buyers Than All Others

WHAV appeals both to listeners looking for local news that they cannot find elsewhere and enthusiasts of classic hits (oldies) music. As the only Haverhill-based news source, it has a larger reach than all other other local media combined.

WHAV is the only radio station in the market offering comprehensive local news and the classic hits music format reaching those who can best afford to buy your product or service. News appeals to adults ages 35 and up, while Classic hits appeal to adults ages 25 to 55

In the last decade, peak income occurred between the ages of 40 and 55. Twenty years ago, those in their peak earning years took home about twice as much as workers between the ages of 20 and 24. Now they earn more than three times as much.

92% Reach& Best ROIWHAV Outperforms All Other Media, Including TV, Digital and Print

WHAV’s Local News and Classic Hits ComboPerfect for Reaching Top Earners

Haverhill Men Women

25 to 29 years: 1,965 2,16630 to 34 years: 1,966 2,18835 to 39 years: 1,971 2,16740 to 44 years: 2,260 2,40145 to 49 years: 2,356 2,60750 to 54 years: 2,287 2,40455 to 59 years: 1,887 2,05660 and 61 years: 637 71362 to 64 years: 794 1,007Totals 16,123 17,709

In WHAV’s city of license, Haverhill, the estimated median household income in 2015 was $60,348. In the next nearest city in WHAV’s coverage area, Methuen, the estimated median household income was $70,758—slightly higher than the state average!

Radio Reaches 91% of Persons 12 and Older Every Week

Average Weekly Reach: Persons

Persons 12+ 91.0% Persons 12-17 87.6% Persons 18+ 91.3% Persons 18-24 88.8% Persons 18-34 90.5% Persons 18-49 92.0% Persons 25-54 93.3% Persons 55+ 89.5% Persons 35-64 93.8% Persons 65+ 86.1%

Source: RADAR ® 131, December 2016 © Copyright Nielsen Audio (Monday-Sunday 24-Hour Weekly Cume Estimates, All Radio)

WHAV Reaches Influential Female Purchasers

According to Forbes, “Women drive 70 percent to 80 percent of all consumer purchasing, through a combination of their buying power and influence. Influence means that even when a woman isn’t paying for something herself, she is often the influence or veto vote behind someone else’s purchase.”

WHAV reaches audiences in the City of Haverhill and the contiguous communities of Boxford Groveland, Merrimac, Methuen, North Andover and West Newbury, Mass., and Atkinson, Danville, Hampstead, Kingston, Newton, Plaistow and Salem, N.H.

Avoid Wasting Time and Money Advertisingto Far-Away Prospects

WHAV has solved the marketer’s dilemma of trying to target just those qualified customers you want close to home without being forced to pay extra to reach distant audiences you don’t need.

Consolidation of the media in recent years has dramatically driven up advertising costs and helped only your regional and national competitors

On-air or online, WHAV’s reach is locally focused, respected and eminently affordable. Even though it offers, by far, the largest audience, it delivers at the lowest cost per consumer reached.

Media Cost Per Consumer

97.9 WHAV FM $0.00024 (Lowest Cost)

Eagle-Tribune(North/East Zone)

$0.005

Haverhill Life $0.008Haverhill Gazette $0.013Spectrum(Haverhill East and West)

$0.03

Greater Haverhill Magazine $0.094

Best Value: Affordably Reach the Local Audience You Want