ABC Radio Networks Rolls Out Urban Advantage Network; New Service Dovetails with Results of Urban Market Study

Business Wire, Oct 9, 2000

Business Editors

DALLAS--(BUSINESS WIRE)--Oct. 9, 2000

ABC Radio Networks, the award-winning and nationally recognized leader in urban programming, today announced the forthcoming launch of its Urban Advantage Network.

To debut Jan. 1, 2001, the Urban Advantage Network (UAN) is a new concept in broadcast marketing and represents a consolidation of ABC Radio's already considerable commitment to the valuable urban marketplace.

Tailored to better fit the needs and goals of ABC Radio's diverse advertiser base, the Urban Advantage Network is a new opportunity for advertisers to access ABC Radio Networks' complete line up of popular urban programming. With extensive market coverage on some of the best-known urban stations across the United States, the UAN will build upon the strengths of the award-winning "Tom Joyner Morning Show" and "The Doug Banks Morning Show." The UAN also will feature longstanding ABC Radio favorites, "Rejoice! Musical Soul Food," "Classic R&B" and "The Touch."

ABC's Urban Advantage Network is a new unit-based radio network which combines some of the nation's top urban stations with ABC's strong 24/7 programming line-up: "Rejoice! Musical Soul Food," "Classic R&B," and "The Touch." The UAN also includes many Tom Joyner/Doug Banks Top 25 markets including New York, Chicago, Philadelphia, Washington D.C. and Houston. Since ABC's Urban Advantage Network is unit based, advertisers have more creative options.

"The launch of the Urban Advantage Network represents ABC Radio Networks' leadership and commitment to serving the urban market," said Traug Keller, ABC Radio Networks president. "For the first time, our advertisers will be able to access urban and African-American audiences in a very efficient and impactful way."

"With a unique understanding and knowledge of the urban community of listeners, ABC Radio Networks will continue developing the highest caliber programming -- and innovative ways for our advertisers to reach a most responsive and loyal audience."

The mission of the UAN is largely supported by the significant findings of a recent urban listenership study commissioned by ABC Radio Networks and conducted by Yankelovich Partners, Inc., a distinguished marketing research firm known for its leadership in examining consumer behaviors, motivations and lifestyle trends.

The Yankelovich study on urban listenership quantified the brand equity and purchase influence of Tom Joyner and Doug Banks among their listeners, and probed listeners' attitudes and behaviors.

The research found that both Joyner's and Banks' listeners are an extremely loyal group, and that a recommendation from Tom Joyner or Doug Banks is reported to be extremely or very influential to a large portion of their respective listeners.

Approximately 40 percent of listeners are extremely or very likely to buy a brand recommended by Tom Joyner or Doug Banks.

"The Yankelovich study affirms our awareness of the economic viability of our community of urban radio listeners, and the powerful impact that the UAN will deliver these listeners," said Keller.

ABC Radio Networks has more than 4,500 affiliate radio stations reaching 120 million people 12 and over weekly. Along with "The Tom Joyner Morning Show" and "The Doug Banks Morning Show," ABC broadcasts five full-service News Networks, "Paul Harvey News and Comment" and "The Rest of the Story," Radio Disney, ESPN Radio, "American Country Countdown with Bob Kingsley," twelve ABC Radio 24-hour music formats, ABC Sports, and ABC Radio Today's 25 daily and weekly, long and short form, music and talk programs.