November 24, 2015

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September 2001 Radio Revenues
New York, New York – November 7, 2001 -- Radio proved to be a critical source of news and information for listeners and local communities nationwide during the September 11 terrorist attacks, reasserting its role for advertisers as a successful medium for reaching American consumers.

Along with virtually every other sector of American business, Radio did take its share of blows in ad sales. Local advertising figures were off 12% for September, while national revenues fell 23% when compared to the same month a year ago. Combined sales figures declined 14% in September.

Third Quarter results yielded a 4% drop in local figures, while national numbers were off 17%. The combined total for the 3rd Quarter fell 8% from 3rd quarter, 2000.

For the first nine months of 2001, local dollars trailed the previous year by 4%, and national ad dollars were 19% behind 2000, resulting in an 8% year-to-date drop.

The RAB sales index for September, which equates base year 1998 to 100, is 113.8 for local, 101.3 for national and the combined total is 111.2. When looked at from a year-to-date perspective, the sales index is 128.0 for local, 114.9 for national and 126.0 on a combined basis.

“While the Radio industry suffered in September from a very unclear total advertising environment, it should be noted with pride that during this period it stood tall in adding to the information needs of the entire nation and served its communities and listeners well,” Gary Fries, President and Chief Executive Officer, RAB remarked. “As we meet with the advertising community, which is slowly returning to normal, we have heard nothing but praise for our medium and a renewed awareness of its value in reaching the American consumer. This bodes well for Radio’s position in the advertising mix going into the future.”

The accounting firms of Miller, Kaplan, Arase & Co. and Hungerford, Aldrin, Nichols and Carter provide the local and national revenue data on the more than 100 markets RAB uses to calculate its revenue index.

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