November 28, 2015

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First Mediaworks

March 2002 Radio Revenues
NEW YORK, NEW YORK – May 16, 2002 – Radio continues to be the medium leading the way out of the recent economic slump with positive growth in ad sales for March 2002. Local, national and combined total sales figures all increased by 1% in March compared to the same month a year ago.

On a year-to-date basis, National Radio sales figures also rose 1% compared to the first three months of 2001. Local and combined dollars for the first three months of this year were impacted by the glitch in February when the lack of TV sweeps advertising affected local revenue growth. Local sales figures for 1st Quarter, 2002 showed a drop of 1% and the combined total for 1st Quarter also fell by 1%.

To put the intermediate and long-term growth of the Radio industry into proper perspective, Radio Advertising Bureau (RAB) introduced a Sales Index that equates base year 1998 to 100. The Index works similar to the Consumer Price Index so that information can be monitored on a monthly basis.

The local sales index for March, 2002 was 128.1; the national sales index was 127.8; and the combined total was 128.0. On a year-to-date basis, the local sales index was 129.6; the national index was 130.2; and the combined total was 129.8.

According to Gary Fries, President and Chief Executive Officer of RAB, “History has shown that Radio is the most resilent of all advertising media and the first medium to post positive growth following a downturn. Radio’s cross-section of advertising categories makes it less vulnerable to unexpected fallouts from one or two advertising sectors. Radio is positioned for steady recovery as we approach the end of 2nd Quarter and move into 3rd Quarter.”

These monthly totals are based on the RAB Radio Revenue Index of more than 100 markets. The accounting firm of Miller, Kaplan, Arase & Co. and other certified public accounting firms provide the local and national revenue data on the more than 100 markets RAB uses to calculate its Revenue Index.

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