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WFNX FM 101.7

WFNX FM 101.7 . Kerryann Bryan Donald Chase Luis Kafie Sinan Seferoglu Nikita Vaswani. 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.

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WFNX FM 101.7

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  1. WFNX FM 101.7 Kerryann Bryan Donald Chase Luis Kafie Sinan Seferoglu Nikita Vaswani

  2. 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

  3. Why is This Happening ? • Lack of existing signal strength • Changes in the Boston alternative music marketplace • Failed promotional activities and high employee turnover

  4. The Alternative Radio Market

  5. Core Question? Ratings Profits Advertising Revenues

  6. Solutions • Develop a strategic management initiative that improves our company’s 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.

  7. 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.

  8. WDEC Acquisition MCC $500,000 25% Fleet Bank $1,500,000 75% Worcester Station $2,000,000

  9. 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

  10. 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 Risks & Opportunities

  11. Q&A

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