Entercom : All Access
While other media companies like to give you access to their sales
inventory, at Entercom Madison and Milwaukee we specialize in giving
you access to the listener’s lifestyle. It’s like having a backstage pass to
the listener’s mind. We focus on delivering integrated marketing
solutions that connect our emotionally-engaged fans with your
consumers via unique assets.
More than just a network of great sounding radio stations, we are fullservice integrated marketing companies designed to meet client
advertising, marketing and promotional needs through a variety of
products and services. Included in our arsenal are six radio stations,
five HD music channels, six Internet Radio Stations, seven websites, six
listener databases, and numerous street/experiential teams.
Our strategic approach often transcends traditional media offerings by
leveraging our multiple assets that include on-air, internet and onsite
competencies. This attention to detail helps ensure measurable results
for your company.
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Copyright © 2010 Entercom Communications LLC
Company Overview
Entercom is the largest radio-only company in the United States. Entercom
owns and operates a nationwide portfolio of radio stations. Entercom's
120 radio stations reach over 16 million people weekly! We operate multistation groups with leading positions in all of our markets. The Entercom
markets are Austin, Boston, Denver, Gainesville, Greensboro, Greenville,
Indianapolis, Kansas City, Madison, Memphis, Milwaukee, New Orleans,
Norfolk, Portland, Providence, Rochester, Sacramento, San Francisco,
Seattle, Springfield, Wichita, and Wilkes-Barre.
The Entercom Community Philosophy
Entercom believes that radio station operators differentiate themselves
from their peers primarily through their ability to recruit, develop, motivate
and retain superior management, programming and sales talent.
Accordingly, we strive to establish a compelling corporate culture which is
attractive to high performers.
In 2007, Entercom made the Forbes List of “100 Most Trustworthy American
Companies” showing the highest degree of “fair dealing to stakeholders.”
Entercom stations and employees get involved with making a difference in
their communities. In 2005, $111 million was raised for charitable causes
through fundraising activities, advertising and promotional support. One
day each year, employees are given the opportunity to participate in a
company-wide program called Make a Difference Day which provides
community based charitable work that benefits a variety of humanitarian
causes.
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Entercom Milwaukee On-Air Activation
KISS-FM
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:10 / :15 / :30 / :60 Commercials
Commercial Creative Production
Share of Market / Mind Campaigns
Public Affairs Campaigns
Air Talent Endorsements
Audio Product Placement
Workday Triple Play
JoJo’s Party Jamz
KISS Kredit Card Payoff
KISS Kling
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Five O‘Clock Traffic Jam
KISS Top 8 at 8
KISS Kombat
KISS Konnects
Klub KISS
Holiday Weekends
American Top 40
KISS Klose Up
KISS “Icon”
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After 5 Live, concert experience
MIX Moments
Remarkable Woman
Holiday Music Sponsorships
Christmas Choir Competition
Jingle Bingo
Stuff the Bus
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The BIG Show
Jim Rome
Studio Sponsorships
Sound-Off Line
Hunting and Fishing Show
Milwaukee Admirals
Green & Gold Monday
Pre & Post Game Broadcasts for
Packers, Brewers, Bucks
NASCAR Show
Sparky’s Final Inspection
WMYX
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:10 / :15 / :30 / :60 Commercials
Commercial Creative Production
Share of Market / Mind Campaigns
Public Affairs Campaigns
Air Talent Endorsements
Audio Product Placement
On the Air with Ryan Seacrest
Christmas Music Programming
99 Kids
WSSP
:10 / :15 / :30 / :60 Commercials
Live Reads
Commercial Creative Production
Share of Market / Mind Campaigns
Public Affairs Campaigns
Air Talent Endorsements
Audio Product Placement
The Doug and Mike Show
The Dan Patrick Show
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99.1 The Mix is Milwaukee’s exclusive Hot AC
station! The Mix is your direct connection to
women in Milwaukee. Playing your favorite songs
from today it’s the one station that everyone can
agree on whether at work or in the car.
The Mix listeners kick start their day with a dose of
The Morning MIX with Kidd O’Shea and Elizabeth
Kay. A fun and entertaining discussion of topics
that appeal to all women, including the days hottest
water cooler topics.
Drive home with Ryan Seacrest and you’ll be up to
date on the latest, hottest trends, entertainment
news and gossip and all the great MIX music you
love.
Call Letters:
WMYX-FM
Dial Position:
99.1 FM
Website: 991wmyx.com
Format:
Hot AC
Target:
Women 25-54
Weekday Programming:
Morning MIX with
Kidd O’Shea & Elizabeth Kay
Mid-Mornings with Tony Lorino
Mid-Days with Van McNeil
On-Air with Ryan Seacrest
Nights with Kim Iverson
99.1 The Mix reaches more women 25-54 than any
other station in Milwaukee. She is independent,
mobile, and upscale. She makes time for what is
important to her and holds the purse strings for her
family making 80% of the buying decision.
The Mix remains highly visible as an active
supporter and participant of community events.
The station serves a five county Milwaukee metro
area, including Milwaukee, Racine, Waukesha,
Washington, and Ozaukee counties.
Homeowner
Own: 68%
Rent: 24 %
Education
Children in the (HH)
HS Graduate: 25%
Some College or more: 67%
One or More 52%
None:
48%
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Annual Income (HH)
<$25K:
$25K – $34,999:
$35K – $49,999:
$50K – $74,999:
$75,000+:
11%
11%
12%
19%
47%
103.7 KISS FM is a contemporary hit radio station,
specializing in playing new music. If it’s a hit, KISS
plays it. All the personalities are upbeat and on
the cutting edge of “what’s happening.”
The KISS listener knows what it means to work
hard and play hard. With an average age of 29,
she is college educated, fashion conscious and
extremely comfortable with all things tech. She is
a frequent texter and likely spends more time
online than watching TV. Although using her DVR,
she never misses her favorite TV shows, choosing
to watch when it’s convenient for her.
The KISS audience, 60% female and 40% male,
makes an amazing impact on the Milwaukee
economy, spending over $2.5 billion annually at
area retailers!
Call Letters:
WXSS-FM
Dial Position:
103.7 FM
Website: 1037kissfm.com
Format:
CHR
Target:
Adults 18-44
Weekday Programming:
Mornings with Wes, Rahny & Alley
Mid-Days with JoJo
Afternoons with Kraig Karson
Nights with TBA
KISS-FM is The MOST LISTENED-to FM station in
the state, serving all of Southeastern Wisconsin
including
Milwaukee,
Racine,
Waukesha,
Washington, and Ozaukee Counties.
Homeowner
Own: 53%
Rent: 33%
Education
Children in the (HH)
HS Graduate: 36%
Some College or more: 50%
One or More 60%
None:
40%
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Annual Income (HH)
<$25K:
$25K – $34,999:
$35K – $49,999:
$50K – $74,999:
$75,000+:
16%
19%
13%
15%
36%
Milwaukee’s SportsRadio 1250 (WSSP) is
anything but typical! More than just play-byplay full-time programming brings out the team
captain, armchair quarterback and fantasy fan
in all of Southeastern Wisconsin. Sports has
always been the great equalizer and you’re just
as likely to hear CEO, managers and just plain
working folks calling in and talking sports on all
levels with WSSP’s major league lineup.
Featuring local personalities Doug Russell and
Mike Wickett in the Mornings, and The Big
Show in the Afternoons with Josh Vernier, Steve
“Sparky” Fifer, and former Green Bay running
back Gary Ellerson as well as national talents
Jim Rome and Dan Patrick.
Call Letters:
WSSP
Dial Position:
1250-AM
Website: Sportsradio1250.com
Format:
Sports-Talk
Target:
Men 25-54
Weekday Programming
The Doug and Mike Show (5a-9a)
Dan Patrick Show (9a-11a)
Jim Rome (11a-2p)
The Big Show (2p-6p)
Urban and suburban, blue collar and white
collar, the SportsRadio 1250 listener is as
American as apple pie and baseball. And
football. And basketball. And…well…you get the
idea. With an average age of 44, the
SportsRadio 1250 fan is a three-pointer at the
buzzer, spending over $130 million annually
with area retailers.
Homeowner
Own: 91%
Rent: 9 %
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Education
HS Graduate: 26%
Some College or more: 6.9%
Annual Income (HH)
<$25K:
$25K – $49,999:
$50,000+:
7%
21%
72%
Entercom Madison On-Air Activation
WOLX
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:5 / :10 /:15 / :30 / :60 Commercials
Commercial Creative Production
Share of Market / Mind Campaigns
Public Affairs Campaigns
Air Talent Endorsements
Audio Product Placement
Fletch and Heather in the Morning
Beatle Brunch
WOLX Morning Show Giveaways
Madison’s Favorite Recipes
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Thanksgiving on the Mayflower
Holiday Music
Jingle Bingo
Tom Kent Radio Network
Weather Dominators
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Commercial Free 8AM – 11A
Weather Dominators
Friday Night at the 80’s
Exclusive music with no
interruptions
No Repeat Work Week
WCHY
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:5 /:10 / :15 / :30 / :60 Commercials
Commercial Creative Production
Share of Market / Mind Campaigns
Public Affairs Campaigns
Air Talent Endorsements
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WMMM
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:5 /:10 / :15 / :30 / :60 Commercials
Live Reads
Commercial Creative Production
Share of Market / Mind Campaigns
Public Affairs Campaigns
Air Talent Endorsements
Audio Product Placement
Jonathan and Kitty in the Morning
Acoustic Café
Early Morning Trivia
Eco Minute
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Grateful Dead Hour
Little Stevens Underground
Garage
Professor Gabby’s Night School
Radio Deli
Theme Weekends
Live From Studio M
Project M
Christmas in Studio M
WOLX is the heritage Classic Hits
station in the Madison area, with
an enormous footprint in
southern Wisconsin reaching 33
counties. With the timeless
music and energetic on-air
personalities, this is a safe
environment to reach parents
and grandparents with the
incremental income to spend on
the luxuries in life.
Call Letters:
Dial Position:
Website:
Format:
Target:
WOLX
94.9 FM
www.wolx.com
Classis Hits
Adults 35-64
Weekday Programming
Fletch and Heather in the Morning
(5:30a-9a)
Fletcher Keyes (9a-11a)
Heather Moore (11a – 1p)
Willie B (1p – 6p)
Tom Kent (6p – 11p)
Homeowner
Education
Annual Income (HH)
Own: 90.5%
Rent:: 9.5%
College Degree or More: 46%
Some College: 26%
High School Graduate: 22%
Under $25K: 5%
Under $50K: 39%
$50K - $75K: 18%
$75K +: 42%
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WE PLAY EVERYTHING. From Madonna to
Sugar Ray to The Pretenders to Dave
Matthews – this is your I-Pod after way
too much coffee. These listeners are fun
loving and always looking for a good time.
Call Letters:
WCHY
Dial Position:
105-1 FM
Website:
1051charliefm.com
Format:
Adult Hits
Target:
Adults 21-44
That’s why they tune into us. Charlie
listeners are in the age of acquisition:
making big life choices about their
education, big ticket purchases, and
relationships.
Weekday Programming
Commercial Free (8a – 11a)
No repeat work week (8a – 5p)
Homeowner
Education
Own: 86.8%
Rent:: 13.2%
College Degree or More: 34.6%
Some College: 26.3%
High School Graduate: 38.2%
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Annual Income (HH)
Under $35K: 6%
$35K -$50K: 13.3%
$50K - $75K: 17.1%
$75K - $100K: 36.6%
$100K +: 21.6%
105.5 Triple M is Madison’s station for all
things local and sustainable. Triple M
listeners are passionate and enthusiastic
about their community, and go over and
above to support their local businesses.
The eclectic playlist, that includes
everything from classic rock to indie rock
to up and coming new rock, lends itself
to a very educated audience with a thirst
to be in the know about all things that
impact Madison from politics and the
environment to hip restaurants and retail
outlets.
Call Letters:
Dial Position:
Website:
Format:
Target:
WMMM
105.5 FM
1055triplem.com
AAA
Adults 25-54
Weekday Programming
Jonathan and Kitty in the Morning
(5:30a-10a)
Jonathan Suttin (10a-12p)
Pat Gallagher (12pa – 2p)
Vince Cannova (2p – 7p)
Gabby Parsons (7p – 12a)
Homeowner
Education
Annual Income (HH)
Own: 88.7%
Rent:: 11.3%
College Degree or More: 72%
Some College: 13%
High School Graduate: 10%
Under $25K: 2%
Under $50K: 37%
$50K - $75K: 30%
$75K +: 33%
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Online & Interactive Activation
Digital marketing is a conduit to deliver to listeners what they crave most – one-on-one
interaction with unique content and information.
And no one is better poised to take advantage of this than radio. Because our digital assets
are an extension of our brands – and offer our community of engaged listeners even more
ways to interact with their favorite stations and personalities – advertisers who rely on
radio properties benefit most from this enhanced level of one-on-one communication.
Today, Entercom has 96 radio station websites reaching 3.5 million unique web visitors a
month, delivering 19 million page views, 76 streaming stations, reaching 671,474 people
monthly, and a database of 2.3 million listeners.
Radio and the Internet are powerful complements. In Milwaukee we have: three station
websites reaching 132,170 unique web visitors a month, delivering 925,153 page views,
three internet radio stations, reaching 30,930 monthly visitors (unique cume), with
281,363 total listening hours, a database of 84,035 listeners, 58,401 Facebook
Fans/Friends and 4,240 Twitter Followers. In Madison we have: three station websites
reaching 35,212 unique web visitors a month, delivering 153,515 page views, three
internet radio stations, reaching 9,433 monthly visitors (unique cume), with 110,297 total
listening hours and a database of 39,399 listeners, 3764 Facebook Fans and 1202 Twitter
Followers.
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Websites
Website Display Advertising, Rich Media and/or Static Display Ads
Internet Radio; streaming audio spot (:30 or :60) with clickable display ad
Internet Radio; Video Pre-Roll (:15sec. wmv or flv) with clickable display ad
Video Overlay Ads (Walk Out Video)
Mobile Marketing / Text Messaging
Flycast –Now Playing on iPhone, Blackberry, Android phones (like T-Mobile G1)
Database Marketing – Tribal Direct (Direct-to-Consumer)
Database Marketing-Survey’s, Contest, Trivia,
Database Marketing-E-Mail Newsletter Display ad
Virtual Remotes
Video & Audio On Demand
Custom Micro-sites; Landing pages
Keyword Search
On-line, Interactive Games
E-Commerce, Milwaukee Perks
Integrated Sponsorships, Artist Network, What’s Hot Clip, Video-On-Demand
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Online & Interactive
Websites
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Online & Interactive
Banner Ads
Homepage:
300x250 Medium Rectangle, Half Rectangle 300x100
Internal Pages:
300x250 Medium Rectangle, 728x90 Leaderboard, 120x240 Vertical Banner
All banners can be produced by Entercom creative and graphics team
All positions are rich-media (Flash) capable.
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Online & Interactive
Internet Radio
 :60 or :30 second audio commercials on the online streaming player.
 Synchronized, clickable 300x250 banner ad will link listeners to your site.
Video Pre-Roll Ads
 15-second rich media commercials that play as Internet Radio player is loaded.
 Synchronized, clickable banner ad links listeners to client website.
 15-second TV commercial or Web-isode.
 Entercom provides turnkey creative and production, if needed.
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Online & Interactive
Station Database Marketing: E-mail and Video Newsletters
 A combined database of over 125,000 opt-in email newsletter recipients.
 These are our most loyal, dedicated listeners
 Display Ad Inclusion: 468x60 Banner
(All banners can be produced by Entercom creative and graphics team)
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Online & Interactive:
Station Reward Club Overviews
The most important benefit of this program is the ability to generate fast, measurable
response for our advertisers. Mechanically, the program works like a frequent flyer
program, where our audience earns points when they interact with your business.
The more they interact, the more points they earn. The more points they earn, the
better their chances are of winning thousands of dollars worth of cash and prizes.
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Online & Interactive
Station Reward Club
Reach our 187,000 club members with E-Contests, Trivia, Survey’s, Special Offers and
games. Our members earn points for interacting with the station and your brand!
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Online & Interactive Activation
Station Reward Clubs Tools
Surveys
Entercom offers businesses the ability to receive direct feedback from
consumers by housing surveys within our websites. These surveys often utilize
incentives to generate the most responses. Recent surveys have generated
over 5,000 participants and can link directly to the advertisers website.
Featured Link
Quickly increase traffic to your website or web-based promotion. Consumers
earn points for clicking through to your website
Special Offers
A cost effective method to get your offer in the hands of potential customers,
plus consumers earn points after printing your coupon.
Trivia
Quickly drive deep interaction and traffic to your website. Listeners are
presented with weekly trivia questions about information that can be found on
your website. Questions can be designed to focus on specific areas of interest
or actionable information. Listeners visit your website to find the areas and
earn their points.
Virtual Remote
Increase traffic to your location. Listeners are invited to visit your location, pick
up a code card, listeners input this code online (Reward Club Page) to earn
points.
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Database Marketing
Interactive Surveys with Opt-in Leads
 Consumers take custom surveys designed to help you understand their buying
and brand preferences, attitudes about you and your competitors, and more.
 Survey questions can be designed to focus on specific areas of interest and
deliver actionable information.
 Opt-in participants can be invited to receive additional information directly
from you.
 A detailed report showing results is provided at the end of the campaign
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Online & Interactive Activation
Mobile Marketing/Text Messaging
“Mobile Marketing” refers to marketing to consumers via their mobile phones’
data messaging capabilities. The primary method is via Text Messaging—also
known as SMS (Short Message Service)—which is available on virtually every
mobile phone in the world. Mobile Marketing can be used as a sales tactic (i.e.,
Text To Win a Toyota Truck) and to enable their listeners to communicate with
stations (Text To Request a Song, etc).
Mobile Application
Entercom knows how to connect with its listeners on the digital front. Engaging
websites with tons of video content, active listener rewards clubs, text
messaging, social media, and more. And now… a mobile application built for our
growing Smartphone audience. The Entercom “apps” are designed for the
iPhone, iPod Touch and iPad* and have high-demand features built in allowing
users to listen live to the stream of the station; call, email or text the station with
one click; use the station as an alarm clock or check out station website content
such as DJ blogs, video, audio, podcasts and more.
Social Marketing
Social Media gives Entercom the chance to connect with their listeners on
another level. Facebook and Twitter gives advertisers the chance to connect with
prospective and current clients through Display ads, New Offers tab, Video preroll, Sampling and Focus Groups.
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Online & Interactive Activation
Spotlight Rich Media Ad Banners:
Spotlight banners display your business’s actual inventory for people living in
Milwaukee and/or Madison. Excellent branding and high click through rates
through inventory based ads. Spotlight banners are cost-effective leadgeneration, with the immediacy and simplicity of online conversion.
Audio & Video On Demand
Audio and Video players on the station website home pages provide listeners
with the ability to search, watch and post unique audio and video content. The
players also provide an opportunity to serve contextually-relevant advertising
for multimedia content.
E-Commerce: My Madison/Milwaukee Perks
My Perks is the umbrella e-commerce platform which includes all direct-toconsumer and value oriented offers and opportunities for our listeners. Half
Price Deals specifically focuses on restaurants and/or retailers where we sell
discount certificates directly to listeners for half of the face value. The program
offers tremendous advertising value for our clients and a special bargain for our
listeners.
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Online & Interactive
Custom Microsites or Landing pages:
Themed micro-sites or landing pages that establish in-depth advertisement or
event information.
Entercom 1Thing:
Ask five people what sustainability means. You’ll likely discover their answers are
as varied as the ways to support green living. Like many Americans, The goal of
Entercom's 1Thing program is to provide our listeners with easy, relevant ways
to begin living green, from hints on energy efficient appliances to remembering
to turn off the water when you brush your teeth. 1Thing strives to be a
community resource where you can contribute and learn simple ways to make a
difference.
Entercom 1Thing Milwaukee and Madison - this integrated program allows
Entercom listeners to proudly share their 1Thing online, on-air, and on-site.
 1Thing Display Ad Inclusion: 300x250 Medium Rectangle, 120x240 Vertical
Banner, 234x60Half Banner (All banners can be produced by Entercom creative and graphics
team)
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Online & Interactive
Walk Out Video
Increase the power and impact of your website with Walk Out Video™ Entercom
provides everything you need to bring more visitors to your website and motivate
them to take action when they arrive.
Walk Out Video™ on Entercom Milwaukee or Madison Radio Station Website(s):
 Production of a custom Walk Out Video™ that will run on our high traffic website(s).
 Your “Click on Me Now” video will drive listeners to your website or custom landing
page to motivate visitors to action (i.e. complete a registration form, print a coupon
and much more!)
 Walk Out Video™ is generating click through rates 50x higher than traditional
banner ads.
Walk Out Video™ on Your Business Website:
 Production of a custom Walk Out Video™ that will run on your business website.
Your “Click on Me Now” video will motivate visitors to action (i.e. Call you now, Visit
your shopping cart, complete a registration form, print a coupon and much more!)
 Your Walk Out Video™ can run on any page of your business website.
 Walk Out Video™ is proven to increase consumers purchase intent. It s the most
powerful tool available to motivate visitors to take action!
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Online & Interactive
Integrated On Line Sponsorship
Opportunity for specialty content sponsorships. Examples include sponsoring 1Thing
categories, part of our year-long sustainability website and our yearly Fright Guide
featuring everything you need to know about Halloween, and the Artist Network
giving listeners direct access to sound clips, bio, video and ‘click to buy’ links.
Example: The Artist Network
For each song the
station plays, sound
clips, bio, lyrics,
videos and ‘click to
buy’ links are
available.
Artist Network
Sponsor receives a
custom-branded
background, as well
as rotation through
the two IAB-standard
ad units.
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Reporting
Digital & Interactive
Reporting
 Every campaign includes a detailed report that quantifies the response
generated. Depending on your campaign, report details include impressions
delivered, click-through rate and information on opt-in respondents of those
consumers that wanted more information
 High levels of accountability make your investment easy to justify
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Experiential Activation
Events & Partnerships
Milwaukee
Entercom offers on-site experiences from 2-hour remotes or appearances with
talent to custom on-site experiences featuring (or sampling) product.
Entercom also promotes and partners with a variety of events and venues
annually. We offer sponsors a wide selection to meet your local event and
sponsorship needs. Many events can be customized to meet your budget and
marketing goals.
March
 St. Patrick’s Day
April
 Milwaukee Brewers Opening Day
May
 Wisconsin Dells Summer Kick-off
June / July
 Summerfest
 U.S. Bank Golf Championship
August
 State Fair
 Zoo Ala Carte
 WSSP Charity Golf Outing
September
 Susan G. Komen, Race for the Cure
 UWM Sample the City/Pantherfest
October
 Halloween
November
 Stuff the Bus
 Holiday Lights Kick-off
December
 New Years Eve at Olympia Resort
 KISS-mas Bash
 WSSP Toy Drive for Children’s Hospital
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Experiential Activation
Events & Partnerships
Madison
Entercom Madison offers on-site experiences from 2-hour remotes or
appearances with talent to custom on-site experiences featuring (or sampling)
product.
Entercom Madison also promotes and partners with a variety of events and
venues annually. We offer sponsors a wide selection to meet your local event
and sponsorship needs. Many events can be customized to meet your budget
and marketing goals.
February
 Bockfest
 WOLX Stuff Sale
April
 Project M
June / July
 Rhythm and Booms
 Art Fair on the Square
 Middleton’s Big Event
September
 Wisconsin Football Tailgates
 Football Frenzy
November
 Thanksgiving on the Mayflower
December
 Jeweltide
Annual
 Mystery Gas Promotion
 Charlie’s Party Patrol
 Green Team
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Measurable Results
Case Study Highlights
Pettit National Ice Center: Entercom Milwaukee
Rob Multerer, Director of Operations
Situation: After hosting a Marketing Workshop with Rob Multerer, Dir. of Operations
and Randy Dean, Pettit Executive Director, key objectives were defined. Pettit
National Ice Center was looking to debunk the myth that the their facility was only
available to competitive, Olympic athletes and they wanted to attract families to the
Pettit Center as a family destination (outing) specifically during the “holiday season”
Results: Entercom Milwaukee Strategic Marketing team then developed a
comprehensive integrated marketing campaign, “Memories On Ice,” to accomplish
both objectives. The custom campaign focused on branding the Pettit National Ice
Center as an affordable place parents can bring their children to create fond family
memories. As a result of the campaign there was a 26% increase in traffic to Pettit
National Ice Center during campaign flight.
Pellmann Vein & Laser Clinic & Center for Medical Imaging:
Entercom Milwaukee
Dr. Roger Pellmann, Owner, Jacquelyn Evans, VP Operations
Situation: After hosting a Marketing Workshop with Dr. Roger Pellmann and
Jacquelyn Evans, VP of Operations, several challenges/insights were discovered. There
was a general lack of awareness with target audience that Dr. Pellmann is nationally
recognized in both diagnosis and treatment of Varicose Veins, additionally there was a
need to create a link between the Vein & Laser Clinic and the Center for Medical
Imaging, which provides the latest technology in imaging technology.
Results: Entercom Milwaukee Strategic Marketing team created an umbrella for the
Center of Medical Imaging and Vein & Laser Skin Care Clinics that allowed each entity
to continue to co-exist while creating a brand around the Pellmann name. The
Integrated marketing campaign, “Feel Better” blended the Pellmann name with
experience and expertise, and targeted consumers with lifestyle messages focusing
on the freedom (emotion) individuals experience with proper diagnosis, treatment
from Dr. Pellmann. As a result of the campaign, patient consults doubled.
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Digital & Interactive Glossary
• Web 2.0: A new generation of websites and online services commonly associated with web
development and design that facilitates interactive information sharing, interoperability, usercentered design and collaboration. (Examples include web-based communities, socialnetworking sites, video-sharing sites, wikis and blogs,) A Web 2.0 site allows its users to
interact with other users or to change website content, in contrast to non-interactive websites
where users are limited to the passive viewing of information that is provided to them. “I
noticed some inaccuracies in the Wikipedia listing for our morning host so I made some edits.”
• Traffic: Website traffic is measured in many different ways, just at it is measured in different
ways for Radio stations. Traffic includes page views, uniques, impressions, Click-Thru Ratio’s,
and more. “Our traffic reports show that we had 100,000 unique visitors last month who
generated 400,000 pageviews. That means, on average, each person looks at four pages.”
– Uniques: Uniques are referred to as Unique Visitors or Unique Streamers and are similar to
cume. They are the number of unduplicated people who visit a website or listen to a stream.
They are only counted once, regardless of how many pages they see, how long they listen or
how many times they visit (unless they delete the cookie that is used to track their site use, but
this is rare.) “In September, WWL had 338,485 unique visitors and they averaged four page
views each per visit.”
– Impressions: Impressions are the total number of people exposed to an advertising message.
This number is duplicated, as it counts “gross impressions.” We measure impressions for a
variety of ad types including audio, video, banners, tiles, etc. “WWL’s website delivered over
1.9 million impressions in September.”
– Pageview: When you request to see a webpage, that page registers a “view.” This is one way
to track how many people see an ad on the web. “Our website generated 400,000 pageviews
last month.
• Banner: Also called a ‘display ad,’ a banner is a virtual “billboard,” usually rectangular, that
appears on a webpage. Clicking on a banner usually takes the user to another website
containing more information about the product or service being advertised. “Thirty listeners
clicked on the banner to find out more about the insurance offer.”
• CPM - Cost Per Thousand: A media term describing the cost of 1,000 impressions. For
example, if our station charges a $15 CPM and delivers 100,000 impressions during the
campaign, the total cost of the campaign is $1,500. “We charge a higher CPM than mass
traffic sites because we provide a more targeted audience for the advertiser.”
• Click thru Ratio (CTR): A measurement of how many people “click” through a web
advertisement after seeing it. A possible measurement of the ad’s effectiveness. “The CTR for
our station website is higher than other commercial websites because the people who visit
tend to be highly engaged with the radio station.”
• Micro-Site: This is a smaller version of a full-blown website that can be part of a station’s
website featuring an advertiser, station charity tie-in and so on. “It’s very beneficial for your
company to have a micro-site attached to our website as you will benefit from the association
and the traffic that we drive there continuously.”
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Digital & Interactive Glossary
• Email Marketing (or Database Marketing): Email marketing is a process through which a
collection of names and other related information culled from your website, from visitors who
ask, or “opt-in,” to receive more information from you in the future via newsletters and/or email
messages. “We have 40,000 listeners in our database who have opted in to receive relevant
information from our advertisers.”
– Opt In – Opt Out: When someone “opts in,” they have indicated they would like to be on the
website’s “mailing list” and would like to receive more information on related subjects. When
someone “opts out,” they ask to be deleted from the database. “We will send information about
your sale to the listeners in our database who have opted in to receive that type of information
– they are the best type of customer – already engaged and already looking forward to hearing
from you.”
• Internet Radio Player: When a listener clicks to listen to one of our stations, our player
opens (which is like an online version of a control panel), plays a pre-roll video and then
begins to stream. “When the listener listens to the stream through the player, they will hear
your commercial once every other hour.”
– Streaming Audio: Audio that is delivered online via the web is streamed. The commercials
that air on the terrestrial radio station, do not air on the stream. Different ads are inserted into
the stream. This allows the advertiser to reach the growing online audience in an audio format.
"Your streamed commercial will air until it reaches our agreed upon impressions goal in the
agreed-upon timeframe.“
– Video Gateway Ad (or Video Pre-Roll): An ad, like a TV commercial, which airs within a
window on the player while the stream is getting ready to play. “Your 15-second video
commercial will air in the player which will be seen by every person who listens online to the
station as it plays before the audio stream starts.”
– Synchronized Banners: Entercom’s media players feature banner ads that are coded to
appear simultaneously when a video pre-roll or streaming spot plays, enabling a user to
instantly click-through to the sponsor’s website. This is not true of all radio companies currently,
and it ensures that our video and audio ads are ‘actionable.’ “Every time your commercial is
heard on our stream the banner will run concurrently which means potential customers can link
directly to your site when they hear your message from the same webpage.”
• Text Messaging (or SMS – Short Message Service): Communication that is sent via
“texting” on a cell phone, blackberry or other portable device. “We can text message all of the
team’s fans to alert them to the time of the playoff game.”
• Viral: Online content or an online marketing campaign that takes on a life of its own by virtue
of users discovering it and recommending it to friends on a grassroots level. “By uploading
their parody video to YouTube, the station enjoyed a viral marketing success.”
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Entercom Marketing Results
Milwaukee Team
Michael Keck
Vice President, Market Manager, Entercom Milwaukee & Madison
Sue Schmitz
National Sales Manager, Entercom Milwaukee & Madison
Allison Warren
Director of Strategic Sales and Marketing, Entercom Milwaukee &
Madison
Mike Donovan
General Sales Manager, 103.7 KISS-FM, SportsRadio 1250-AM
Kira Lafond
General Sales Manager, 99.1 WMYX
Shannon Rovak
General Sales Manager, 94.9 WOLX, 105.1 WCHY, 105.5 WMMM
Jennifer Singer
Local Sales Manager, 94.9 WOLX, 105.1 WCHY, 105.5 WMMM
Entercom Milwaukee
11800 West Grange Avenue
Hales Corners, WI 53130
414.529.1250
Entercom Madison
7601 Ganser Way
Madison, WI 53719
608.826.0077
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