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OPUS BROADCASTING
Media Kit
“Your Regional Radio Resource”
KROGKCNAKRVCKEZXKRTA
KROG KCNA KRVC KEZX KRTA
The Opus Broadcasting Radio stations offer unsurpassed coverageof an unusually wide geographical area with formats including
Rock, Classic Hits, Contemporary Hits, Sports and Regional Mexican.
Contents
Cover Page 1
Market Pages 2-4
KCNA Pages 5-9
KROG Pages 10-14
KRVC Pages 15-18
KRTA Pages 19-22
KEZX Pages 23-26
Contacts Page 27
Thank you for your consideration.
Brian FraserNational Sales Director
Opus [email protected]
541-772-0322
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We reach your markets
Opus Coverage �= full signal
F= partial coverage X = not commercial grade or none
KROGNew Rock
KCNAClassic Hits
KRVCToday’s Hits
KEZXSports
KRTARegionalMexican
Medford � � � � �
Ashland � � � � �
Grants Pass � � F F �
Roseburg � � X X �
Canyonville � � X X �
Klamath Falls X X F X F
Yreka X X � X F
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Opus Broadcasting“Your Regional Resource”
One of the most significant aspects that national and regional advertisers must consider when buying the Southern Oregon market
is true market geography. Nielsen’s metro (at least for now) is only Jackson County, which tells only part of the story. The other
part is important to those advertisers who have a more regional or national message.
There are four geographies to consider:
Metro Market Market + TSA
Counties Jackson Jackson
Josephine
Jackson
Josephine
Douglas
Jackson
Josephine
Siskiyou
Major towns Medford
AshlandMedford
Ashland
Grants Pass
Medford
Ashland
Grants Pass
Roseburg
Medford
Ashland
Grants Pass
Yreka
Jackson County is unquestionably the center of this market, but what can make a routine media buy into an outstanding media buy
for a regional advertiser is that deeper understanding of the true market area.
Grants Pass, which has 80% of the population of Josephine County, lies just five miles outside of the current Nielsen metro. For
larger ticket items, that population routinely travels those five miles into the metro. For small ticket items (e.g. QSR) , there is
probably at least one outlet in Grants Pass.
Most of the radio stations in this area cover both the Metro and the Market geographies.
Only 3 stations reach into Siskiyou (our KRVC and KRTA are two of them).
What three of Opus’ stations provide (KROG, KCNA, KRTA) that no one else in this market can offer is coverage in Douglas County.
The first two are rebroadcast on FM translators, and the third on it’s own power (5kw AM). You can get those three stations from
north of Roseburg all the way south to the California border, more than 125 miles. The largest population center in Douglas County
is Roseburg, which is outside of our Arbitron TSA. The population of Roseburg is 21,000, and the population within 5 miles has
been estimated to be between 40,000 and 50,000 of the total county population of 83,000.
Here are real world examples of the difference that extended coverage makes to some well known advertisers:
How many outlets does this advertiser have in these geographies?
Advertiser Metro Market Market + TSA
Grocer A S****** 3 5 6 5
Grocer B A********* 4 6 7 6
QSR A M******** 8 12 17 12
QSR B B***** K*** 5 7 9 8
QSR C D**** Q**** 5 7 11 7
Tire Dealer L** S***** 4 6 10 7
Dept. Store A F*** M**** 2 3 4 3
Dept. Store B B***** 3 4 7 4
Auto Brand A F*** 2 3 4 4
Auto Brand B C******** 2 3 4 3
This scenario is common with regional and national advertisers. MSA ratings are only part of the story.
The right data is the data that fits with your client’s geography,whether that’s Metro, Market, Market+ or TSA.
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Commercial stations in the Metro
Medford/Ashland Metro Commercial Radio Stations
Format Opus Mapleton BiCoastal
Rock KROG fm
Regional Mexican KRTA am
Classic Hits/Classic Rock KCNA fm KBOY fm KLDZ fm
CHR KRVC fm KTMT fm KIFS fm
Sports KEZX am KTMT am
Soft AC/AAA KCMX fm KYVL fm
Talk KCMX am KMED am/fm
Country KAKT fm KRWQ fm
Medford/Ashland Metro Primary signal spectrum
FM AM
93.7 KTMT 580 KTMT
95.7 KBOY 610 KRTA
96.9 KROG 730 KEZX
98.9 KRVC 880 KCMX
100.3 KRWQ 1440 KMED
101.9 KCMX
102.7 KCNA
103.5 KLDZ
105.1 KAKT
106.3 KYVL
107.5 KIFS
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Foreigner Def Leppard Van Halen Bon Jovi Boston
Steve Miller Band Aerosmith
John Mellencamp Supertramp
U2 INXS
Bryan Adams Collective Soul Matchbox 20 Pat Benatar
Police Journey AC/DC
Eddie MoneyZZ Top Queen
Motley Crue Billy Idol
Guns & Roses R.E.M.
Gin Blossoms Goo Goo Dolls
Sugar Ray Pearl Jam
Stone Temple Pilots
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Mon-Fri 6a-10a
CANOCano has over 30 years in radio. He retired
from major markets like Salt Lake City and San
Francisco. He started out back in the 70's in
San Diego. He’s been number on morning
shows in several big market station after
station. He’s literally a legend. He moved to
Medford and we were luck enough to get him.
He does the vinyl rewind show everymu
morning at 7:35. If you are in need a little pick
me up, tune in. You can’t help but get jazzed
when you hear him say, “gooooood morning!’”
Mon-Fri 10a-3p
RON SCOTT
Ron has been in the radio industry since 1985.
He’s worked here in Medford, Sacramento,
Modesto, Lake Tahoe and Ft. Bragg. In hi off
time, Ron coaches baseball and rides a custom
Harley Fat Boy.
Mon-Fri 3p-7p
JODIE KRAMER
I was always fascinated by Radio and Radio
Personalities. I remember listening to Rick
Dees and the Weekly Top 40 every week and
writing down the Top 10! I still have some of
those lists ... let’s just say it was back in the
DAY! LOL!, I went to work for Opus in the Fall
of 1998 … I did all kinds of jobs and finally
landed in the DJ seat from Midnight to 5am.
Today I am on weekdays 10-3 on Hot 98.9 (and
3-7 on 102.7 The Drive). Every song I hear
reminds me of something, from something
small to some of the biggest and most
significant moments in my life. It all revolves
around MUSIC! Music of ALL genres and artists
and being a DJ exposes me to the music I love.
But more than the music… I get to reach
people everyday!
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THE CLASSIC HITS LISTENER PROFILE:
Median Age: 48Median HHI: $71,600
45% Female 55% Male
Demo
Classic Hits listenersare ...
10%...more likely than thegeneral population to
be...
aged 25 -54.
26% aged 35-44.
33% employed
Income
Classic Hits listenersare ...
31%
...more likely than thegeneral population to
have a householdincome of ...
$75K - $100K.
16% $100K - $150K
26% $150K - $200K.
13% $200K - $250K.
Education
Classic Hits listenersare ...
21%... more likely than thegeneral population to
have...
attended college.
22% graduated from college.
10% earned a graduate degree.
Occupation
Classic Hits listenersare ...
45%
... more likely than thegeneral population to be
in top management.
31% a business owner or partner.
21% in financial management.
MORE EDUCATED - MORE ACTIVE - MORE MONEY - MORE SOPHISTICATED
Source: GfK MRI Doublebase - 2014
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Coverage Maps
:
KCNA - 102.7 The Drive - Format: Classic Hits102.7 FM - ERP 100,000 watts
We deliver the entire region!
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Additional coverage with translators and boosters
Medford 102.7
Roseburg 98.3
Canyonville 98.9
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Alice in ChainsBreaking Benjamin
DisturbedFive Finger Death Punch
Foo FightersGodsmackGreen Day
IncubusLinkin ParkMetallica
Nine Inch NailsNirvana
OffspringOzzie Osbourne
Papa RoachPearl Jam
Red Hot Chili PeppersRise Against
SeetherShinedown
Smashing PumpkinsStone Temple Pilots
SublimeThree Days Grace
Weezer
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Mon-Fri 6a-10a
Free Beer & Hot WingsWHERE DID THE NAME COME FROM? Instead of
calling the show, The Gregg & Chris Show, which would
have been the most boring sounding radio show in the
world, the decision was made to call it The Free Beer &
Hot Wings Show, which seemed far more attention
grabbing. It was nothing more than a cheap ploy to get
people to listen under the false pretense that they may
actually have a chance to win beer and/or hot wings.
However, those two things would become permanently
synonymous and attached to Gregg and Chris as
nicknames and now they have to live with the
consequences of their B.S. forever. And the reason
Zane wasn't given a food name is that, when he joined
the show, he was already a well-known personality and
frankly, another food name would have just been an
overkill of stupidity.
Mon-Fri 10a-3p
Holly DavidsonMy name is Holly Davidson. I have lived in the
Rogue Valley most of my life.
I was on the radio for 12 years before before
branching out and trying something new. I've
missed radio and am excited to be back.
Mon-Fri 3p-7p
Brian O’Connor
Brian O’Connor has been on the air in the Rogue Valley
for nearly 30 years, having started his radio
broadcasting career at the age of 14. He has worked in
virtually every format, been a music director, program
director and production director. He has also hosted
shows in every daypart, including morning drive for
several years.
In addition to his radio career, he is also an actor,
screenwriter and independent filmmaker. Born and
raised in Oregon, Brian loves being involved in the
community, and promoting local events. He also loves
interacting with the listeners on a daily basis and talking
about the latest entertainment news, primarily focusing
on the artists played on The Rogue, as well as local
artists and bands.
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THE ROCK LISTENER PROFILE:
Median Age: 36
Median HHI: $66,800
40% Female 60% Male
Age
Rock listeners are ...42% ... more likely than the
general population to
be...
age 18-49.
29% age 25-54.
Income
Rock listeners are ...
18% ...more likely than
the general
population to have a
household income of
...
$75 - $100K.
7% $100 - $150K.
7% $150 - $200K.
5% $200 - $250K.
Personal
Rock listeners are ...
25%
... more likely than
the general
population to ...
be employed.
24% have a child in the home.
18% buy their first house this year.
9% buy a vacation home this year.
15% remodel their home this year.
Selected Consumer Behavior
Rock listeners are ...
20% ... more likely than
the general
population to ...
buy a used vehicle this year.
39% buy a truck this year.
68% exercise 3-4 times a week.
MORE ACTIVE - MORE MONEY - MORE SOPHISTICATED Source: GfK MRI Doublebase - 2014
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Coverage MapsKROG
“New Rock 969 The Rogue” - Format: New Rock - 96.9 FM
www.969therogue.com - ERP 75,000 watts
Additional booster coverage in Medford
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Additional translator coverages
Roseburg
103.7
Canyonville
94.3 fm
Your regional resource!
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Representative Artists
Ariana Grande
Bruno Mars
Calvin Harris
Coldplay
Ed Sheeran
Ellie Goulding
Iggy Azalea
Justin Timberlake
Katy Perry
Kelly Clarkson
Lady Gaga
Lorde
Maroon 5
Meghan Trainor
One Direction
Pharrell Williams
Pink
Pitbull
Rihanna
Sam Smith
Taylor Swift
Usher
The Party Station
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I
The Rogue Valley’s home for today’s hits.
Here’s the lineup:
Mornings 6-10
Johnjay and Rich Johnjay and Rich’s unique content wins across multiple markets
and varied formats. It’s that radio instinct that can’t be taught,
and it’s knowing what their listeners want. Realizing what makes
them laugh, understanding what’s important in their lives, and
bringing these elements together each morning is Johnjay and Rich.
Middays 10-3
Jodie Kramer
I was always fascinated by Radio and Radio Personalities. I remember
listening to Rick Dees and the Weekly Top 40 every week and writing
down the Top 10! I still have some of those lists ... let’s just say it was
back in the DAY! LOL!, I went to work for Opus in the Fall of 1998 M I
did all kinds of jobs and finally landed in the DJ seat from Midnight to
5am. Today I am on weekdays 10-3 on Hot 98.9 (and 3-7 on 102.7 The Drive). Every song I hear
reminds me of something, from something small to some of the biggest and most significant
moments in my life. It all revolves around MUSIC! Music of ALL genres and artists and being a
DJ exposes me to the music I love. But more than the musicM I get to reach people everyday!
Afternoons 3-7
Scuba SteveFor as long as I can possibly rememberM. music has been a daily presence
in my life. Waking up as a young boy and the first order of business every
day was to turn on the radio to hear my favorite songs .. playing my portable
radio late at night under the covers ... and then came the Master of
Ceremonies of my daily music adventuresMM.The DJ!! I would listen
intently... maybe a contest was on the way, maybe an event I wanted to
attendMMand when they announced my favorite song was on its way ... Wooooo-Hoooooo!!
Not much has changed for me as an adultM.only now, when I am finished getting ready, I go to the
Radio Station and play the music that is making people happy just like it did for me!
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Who’s listening?
The Contemporary Hits Listener Profile
Median Age: 32
Median HHI: $65,400
52% Female 48% Male
Demo
Contemporary Hits
listeners are ...
86%...more likely than the
general population to
be...
aged 18-34
35% aged 18-49.
22% aged 25-54
Income
Contemporary Hits
listeners are ...
3%...more likely than the
general population to
have a household
income of ...
$75K - $100K.
17% $100K - $150K
11% $150K - $200K.
4% $200K - $250K
Personal
Contemporary Hits
listeners are ...
48%
... more likely than the
general population to ...
have children in the house.
31% buy their first house this year.
7% buy their second house this year.
11% have DVR.
Occupation
Contemporary Hits
listeners are ...
14%
... more likely than the
general population to ...
be employed.
11% as a professional.
43% work in sales.
YOUNG ACTIVE AFFLUENT ADULTS LISTEN TO CONTEMPORARY HITS RADIO
Source: GfK MRI Doublebase - 2014
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Coverage Map
KRVC
“Hot 98.9"
Format: Contemporary Hits
www.Hot989fm.com
98.9 FM
ERP 50,000 watts
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There are 19 Spanish language radio stations
in Oregon.
Only one serves the southern half of the state.The only Spanish language radio station for 180 miles in any direction.
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HISPANIC POPULATION IN SOUTHERN OREGON
Reliable, provable numbers are elusive. What follows is our best effort at sifting through
hard numbers, anecdotal information and conventional wisdom.
When we launched KRTA in 1995, Jackson County Sheriff Bob Kennedy told us that he and
other county officials estimated the Hispanic population in Jackson County to be 20% of the
general population, which at that time would have meant 32,000 Hispanics in Jackson
County. An Oregon State Police representative cited the same figure of 20%. The phone
company at the time (Qwest) told us that their marketing research showed just over 40,000
permanent Hispanics in the area. In 2007, Larson Hispanic Northwest stated that they have
documentation of 35,000 permanent Hispanics and estimated the actual number at closer to
50,000. This seems to be supported by the following information from the US Census
Bureau. In 2009, representatives of the largest employer in the market, an agricultural firm,
reported that they felt the Hispanic was 30% of Jackson County, which would be roughly
60,000.
Census Bureau: The Hispanic population in our listening area in 2010 was 52,925.
Assuming a 2% per year growth rate in the Hispanic population (a very conservative
estimate) the official 2014 Hispanic population in the market can be estimated to be 57,286.
Credible sources (including the Census Bureau) report that the Census Bureau is notoriously
low in their estimates of Hispanic population. One obvious factor is the number of
undocumented immigrants in the area. Estimates range from 5% to 50% of additional,
uncounted Hispanics. Another factor is that a large portion of the Hispanic population lives
in the rural areas and cannot (or will not) be accurately surveyed. Other factors are the
language and cultural barriers which inhibit accurate information gathering during the Census
survey.
The net result is that no one seems able to put an accurate population number together.
Since, however, the hard information we have seems largely to agree with the soft and
anecdotal information, it is apparent that the opportunity offers advertisers a significant
competitive advantage, especially give the fact that there is only one Spanish language
radio station in this half of the state..
The radio listening surveys in this area are not conducted bilingually, and so are of virtually
no use in estimating the population nor the listenership. But assuming that radio listening
behavior in the Hispanic community is consistent with and comparable to the same behavior
in the Anglo community, we feel confident that a reasonable and very conservative estimate
of the number of Spanish speaking listeners reached each week by KRTA is at least
35,000, and probably much higher.
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Weekday Lineup on
El Mandrill 5a - 10aRicardo Sánchez, better known as El Mandril (The Baboon), the morning DJ on KRTA broadcasts out of LA, and
has startled media pundits by exceeding the listenership of almost all the English-language broadcasters.
Though he has recently become known as an engaged community figure, he is clearly more accustomed to
being a comedian. He and his sidekicks, who wryly call themselves "Los Guapos de la Mañana" (The
Handsome Guys in the Morning), specialize in humor and practical jokes.
Oscar Gabriel 10a - 2p
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Coverage MapKRTA
“La Gran D”
Format: Regional Mexican
610 AM - Directional Day/Night - 5000/5000
Commercial grade signal extends to the center (purple) contour.
Full time Regional Mexican since 1995.
Southern Oregon’s only Spanish radio.
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Southern Oregon’s home for
The Portland Trail BlazersOctober through June
The Oakland RaidersAugust through January
Plus
Dan Patrick
Rich Eisen
Jay Mohr
Fox Sports Radio
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WHO LISTENS TO SPORTS RADIO? Median Age: 47
Median HHI: $90,900
19% Female 81% Male
Demo
Sports Radio listeners are 18% ...more likely than the
adult population to be...
age 25 -54.
18% age 35-64.
Income
Sports Radio listeners are
30%
...more likely than the
adult population to have
a household income of
...
$75 - $100K.
63% $100 - $150K
71% $150 - $200K.
68% $200 - $250K
91% more than $250K
Education
Sports Radio listeners are 63% .. more likely than
the adult population to
have ...
earned a Bachelors degree.
55% earned a Masters or PhD degree.
Occupation
Sports Radio listeners are 81% ... more likely than
the general population
to be employed in ...
top management.
31% sales.
Selected Consumer Behavior
Sports Radio listeners are
39%... more likely than the
general population to
...
be employed.
106% have children at home.
100% own their home.
74% use a DVR.
MORE EDUCATED - MORE ACTIVE - MORE MONEY Source: GfK MRI Doublebase - 2014
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Weekday Programming on
The Dan Patrick Show 6a-9aAmerica’s leading sportscaster, recently on air on 325 radio stations coast to coast,
has come to Rogue Valley on KEZX. Dan gives listeners what they want to hear,
asking the questions they would want to ask themselves, and attracting the biggest
names in sports. From athletes to commissioners and movie celebrities. It’s an
intelligent sports show willed with his trademark dry humor.
The Rich Eisen Show 9a-12nRich Eisen is one of the most well-known names in sports broadcastin. As a three-
time Sports Emmy nominee in the Outstanding Studio Host category, The Rich Eisen
Show features the NFL Network host’s engaging blewnd of insighful sports analysis,
breaking sports news and offbeat mix of humor and pop culture, with celebrity
guests from the worlds of sports and entertainment.
Jay Mohr Sports 12n-3p Starring actor, comedian, sports personality and radio host Jay Mohr, Jay Mohr
Sports features the latest sports news in addition to conversations with top
athletes and celebrities. The live daily sports talk and entertainment program is
highlighted by Mohr’s trademark comedic style and unique perspective as a
multimedia star, coupled with his engaging personality and interaction with listeners.
J.T. “The Brick” with Tomm Looney 3p-7pRelatable and hilarious, Petros Papadakis and Matt "Money" Smith are the future of sports talk radio.
Bringing their unique style to the national airwaves, Petros & Money features the latest in sports, pop-
culture, and everything men want to talk about. Theeclectic sound of this 30-something duo is re-
writing the rules of sports talk radio, as they deliver a whole new level of entertainment to Men 18-49.
FOX Sports Tonight 7p-11pEmmy-award winning producer and NFL Network host Jason Smith brings his extensive experience in
Sports Talk entertainment to late nights on FOX Sports Radio, providing analysis on the day in sports
and updates on the games in play, while engaging in entertaining conversations with listeners to close
out the day and prepare for tomorrow.
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Coverage Map
KEZX
“Sports Radio 730”
Format: News/Talk
730 AM
Directional Day/Night
1000/75
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Fre
qu
en
cie
s
Call letters KROG KCNA KRTA KEZX KRVC
Station Name The Rogue The Drive La Gran D Fox Sports Hot
Format New Rock Classic HitsRegional
MexicanSports
Contemporary
Hits
Target demo A 18-49 A 25-54 A 18+ M 25-64 A 18-49
Website 969theRogue.com 1027theDrive.com opusradio.com/610am SportsRadio730.com Hot989fm.com
Medford area: 96.9 FM 102.7 FM 610 AM 730 AM 98.9 FM
Grants Pass area: 96.9 FM 102.7 FM 610 AM 730 AM -
Roseburg area: 103.7 FM 98.3 FM 610 AM - -
Canyonville area: 94.3 FM 98.9 FM 610 AM - -
Klamath area: - - 610 AM - 98.9 FM
Yreka Area: - - 610 AM 98.9 FM
Phone/Fax 541-772-0322 / 541-772-4233
National Sales Director Brian Fraser
Email [email protected]
Address 511 Rossanley - Medford, OR 97501
Traffic/BillingAngela Shaw [email protected]
Mariana Sandoval [email protected]
Represented Nationally and Regionally by The Tacher CompanySeattle Greg Tacher 425-885-3755 [email protected]
Portland Joe Costello 503-682-9402 [email protected]
Los Angeles Cathy Austin 818-441-8279 [email protected]
Chicago Linda Thompson 314-807-1706 [email protected]
Dallas Georgia Migliuri 521-265-6477 [email protected]
Detroit Mike Toth 810-494-9585 [email protected]
Atlanta & Washington DC Brigid Correl 781-588-0750 [email protected]
New York & Boston Peter Larsen 781-825-6360 [email protected]
