Copyright 2015
Station
Overview
• Station: Lake 88.1 (CHLK-FM) - launched in 2007
• Format: Adult Contemporary Soft Hits
• Target Audience: Adults 40+
• Primary Listening Areas:
Perth, Smiths Falls, Lanark, Rideau Lakes, Westport,
Portland, Carleton Place, Almonte and the Regional
Townships in Lanark County, northern Leeds &
Grenville Counties and western Frontenac County
Music
• Lake 88.1 offers a familiar blend of modern and goldbased adult contemporary music.
• A consistent, even tempo for the work day or at home,
with a mix of soft hits from the '70s ,'80s & ‘90s, as
well as today’s biggest pop hits.
• Saturdays 2pm-Midnight: ‘The Classic Cruise’ picks
up the tempo with the best gold songs from the ‘60s,
’70s, ’80s and more.
• Sundays 8am-Noon: ‘The Sunday Café’ features a
relaxing blend of older favourites and contemporary
laid-back tunes… ‘from Bennett to Buble’.
News &
Information
• Providing live local News/Sportscasts
Weekdays: 6am – 6pm, Saturday: 7am- Noon
• Reporters covering news and Council Meetings in Perth,
Smiths Falls, Carleton Place, Lanark County, Westport
• Live & recorded updates & interviews on community
activities, sports, charities, local arts/music/theatre, etc.
• Weather Reports: Mon-Sun: 6am - Midnight
• ‘Community Events Calendar’ - Mon-Sat.
• ‘All About The House’ reno, info interviews - Sat. 8-9am
• ‘Trading Post’ buy & sell show - Sat. 9-10am
Sports
Coverage
• Ottawa Senators NHL Play-by-Play Hockey
-covering the entire 82-game home & away season
• Ottawa RedBlacks CFL Play-by-Play Football
- Friday Night Football
• ‘Junior Hockey Talk’
-Thursdays at 6:10pm - interviews with the coaches
and GMs of the Smiths Falls Bears, Carleton Place
Canadians, Perth Blue Wings, Westport Rideaus,
Almonte Thunder, Athens Aeros
Emergency
Preparedness
• On-air availability for all municipalities, services
• Access to local owners, station personnel
• Local studios, manned throughout the day
• Improved signal and coverage area
• Two emergency back-up systems in the event of hydro
failures, to keep the station on-the-air
• ‘NAADS’ Alert System – to broadcast immediate
emergency alerts and public warnings for weather,
hazards, public emergencies
Lake 88 Studios
Master Control Studio
Commercial Production Studio
Interview Studio
Reaching
Your Market
Lake 88.1 is…..
- Local, active, entertaining, informative and immediate
- A tremendous medium for businesses wanting to reach
consumers who live right around the corner
- A mobile and up-to-date source for news, information,
weather, events, dining, activities and shopping for the
sizable tourist and seasonal population in the area
Our Strengths
• 40-64 core age demographic
• 50/50 female/male listener
• Defined target market for your business
• Above-average household income
• Cost-effective marketing/advertising medium
• Wider age of listeners tuning in for live play-by-play sports
Our Strengths
• Reaching active consumers in your immediate market
area
• Listeners prone to be working in professional or
semi-professional careers
• Growing adult community = growing radio audience
• Live streaming on-line @ www.lake88.ca
Sources: Association of Municipal Managers, Clerks and Treasurers of Ontario
Ontario Municipal Directory and RMB Canada
Coverage Area
Population
66,760
Within 0.5 mV/m
Contour
Source:
CGIS Data
Reaching
your customers
Advertising on Lake 88.1
• Creates store traffic
• Attracts new and repeat customers
• Keeps your business 'top-of-mind’ with creative messages
• Lets your businesses reach customers right here
in our local trading area
• Offers affordable, effective radio advertising to achieve
a higher / more effective ‘frequency’ of messages
Why Radio?
• Radio allows you to talk to your customers one-on-one
• Creates ‘theatre of the mind’ as the most personal of
mediums…and radio is ‘immediate’
• Radio’s listenership is strong…
while time spent with other media is declining
• Radio can influence new markets and new prospects
• Radio is king for establishing ‘top-of-mind’ awareness
• Radio’s unique formats allow you to target your best
prospects
The strengths and future of local radio
from the North American Broadcast Association’s
‘Future of Radio’ Audio Symposium held in Toronto- Feb. 2015
When asked why do you continue to use AM/FM radio…
1. Radio is easy. No hassle. It’s always there.
It’s mobile. It’s in my car. I don’t have to choose the songs to
play, just turn on the radio and that’s it. It’s convenient.
2. It’s free. There’s no new equipment I have to buy, I’ve already
got a radio. It’s not another service that I need to subscribe to.
No data usage fees. It’s free.
3. It provides local news, local traffic, weather, local commercials.
It talks about my community, my life, my neighbours.
Local Radio
4. Radio is live. It’s happening in real time.
Real people talking about a shared life experience
with family and friends.
5. It’s personal. It’s about the human connection,
very specifically to the personalities on the radio.
he humour, the interactions between the personalities,
and the interactions of the personalities to the listeners.
Radio today
• “Millennials, when you research them, you find out that they
respect community service and responsible community
businesses. They respect local and they respect sense of
place.”
• Erica Farber (Numeris Rating) says that despite all the
changes since the transistor radio came along, radio at its
core is still the same business—it’s still engaging listeners.
• In the U.S., radio reaches 91% of the 12+ population. Even
with the abundant choices of other digital technology,
AM/FM continues to dominate.
Radio today
• Farber says radio is the original social medium.
• In a study of people who listen to radio two hours a day
or more, radio generates more word-of-mouth
impressions than a heavy TV user, a heavy print user
or even the Internet.
• Nielsen Ratings linked shopping data to audio data
listening and for every dollar spent on radio advertising,
a consumer package goods advertiser achieved on
average $6 in incremental sales
... Using the same methodology a large big box retailer
saw increased shopper retention by as much as 11% and
that was thanks to radio’s ability to drive loyalty.
Information/Media Release
• Write a relevant information ‘release’
• Include factual data; check with authorities regarding content
• Include the 5 ‘w’s – who, what, where, why, when…and how
• Write a complete, concise story
• Check spelling, grammar, content
• Suggest what the public can do
• Provide your contact info for questions and any follow-up
• Tell people how this affects their lives
• Boil it down to short, plain sentences
• Get rid of the ‘bureau-babble’ (such as ‘enhancing, collaboration,
stakeholders, symmetries…’)
• Speak to both sides of an issue if needed
• Use simple words and real-life examples – Examples:
• ‘Your power will be off until Sunday. Food, water and shelter is
available free of charge 24 hours a day at the Elmdale High School
gymnasium, 23 Main Street. All families and pets are welcome.’
• ‘This new dog park won’t stop dogs from running free and making
messes on our streets. It will provide a safe, open area where
responsible owners can unleash their dogs, let them run and then
pick up after their dog.’
• ‘If we pass this budget, a property owner with a house valued at
$200,000 will pay an extra $30 in taxes this year.’