Radio One, Inc. (NASDAQ: ROIAK and ROIA) today announced that it has
created a new scheduling and ratings verification system for its
Houston, Texas radio market which will provide a monthly accountability
statement. Radio One decided to implement this system for its Houston
market because of the MRC accredited methodology in use and the fact
that Houston has had three years of experience with PPM technology, two
in pre-currency and one in currency.
In Houston, Radio One proposes to monitor advertising schedules on a
weekly basis and provide a monthly accountability statement after each
PPM ratings period. Our expectation is that this will create a healthy
dialog with advertisers on our Houston radio stations to ensure that the
negotiated ratings are delivered in a timely fashion. Then, if our
Houston stations fall short of ratings delivery, the GRPs can be made up
within weeks, not months, of the advertising schedule, based on
availability.
Commenting on this initiative, Barry Mayo, President of Radio, stated, "Radio
One is pleased to be at the forefront of providing accountability to
advertisers on our Houston radio stations. Our General Manager, Doug
Abernethy, and his sales team have invested substantial time and effort
in studying and understanding PPM’s results in
Houston and are willing to stand behind anticipated ratings delivery.
This is a significant advantage to our advertisers and evidences our
commitment to customer satisfaction.”
Radio One has no current plans to expand this new service to other
markets all of which employ a different methodology that has yet to
receive MRC accreditation.
Radio One, Inc. (www.radio-one.com)
is one of the nation's largest radio broadcasting companies and the
largest radio broadcasting company that primarily targets
African-American and urban listeners. Radio One owns 52 radio stations
located in 16 urban markets in the United States. Additionally, Radio
One owns Magazine One, Inc. (d/b/a Giant Magazine) (www.giantmag.com),
interests in TV One, LLC (www.tvoneonline.com),
a cable/satellite network programming primarily to African-Americans,
Reach Media, Inc. (www.blackamericaweb.com),
owner of the Tom Joyner Morning Show and other businesses associated
with Tom Joyner, and Community Connect Inc. (www.communityconnect.com),
an online social-networking company, which operates a number of branded
websites, including BlackPlanet, MiGente, and Asian Avenue.
Cautionary Note Regarding Forward-Looking Statements
This press release includes forward-looking statements within the
meaning of Section 27A of the Securities Act of 1933 and Section 21E of
the Securities Exchange Act of 1934. Forward-looking statements
represent management's current expectations and are based upon
information available to Radio One at the time of this release. These
forward-looking statements involve known and unknown risks,
uncertainties and other factors, some of which are beyond Radio One's
control, that may cause the actual results to differ materially from any
future results, performance or achievements expressed or implied by such
forward-looking statements. Radio One does not undertake any obligation
to update any forward-looking statements.