CMA TO RELEASE CONSUMER RESEARCH SEGMENTATION STUDY

Feb 24, 2009 CMA TO RELEASE CONSUMER RESEARCH SEGMENTATION STUDY

CMA TO RELEASE CONSUMER RESEARCH SEGMENTATION STUDY MARCH 5 DURING CRS-40 The Country Music Association unveils key findings from its 2008 Country Music Consumer Segmentation Study during CRS-40 at the Nashville Convention Center.  The research project grew out of one of CMA's strategic initiatives to provide timely education and be a repository for information useful to the industry. "It was important for us to reveal this information for the first time at Country Radio Seminar®," said Tammy Genovese, CMA Chief Executive Officer.   "These radio professionals are on the frontline of our industry every day in their individual markets and they play a critical role in reaching our current and future consumers."   CMA made a significant investment in the research, which is the largest and most comprehensive study in the 50-year history of the Association. The compelling new findings offer new insights into the Country Radio listener and Country consumer. The findings include information on Country radio, media usage, music consumption, and consumer analysis culled from a phase one sample of 7,000 individuals; a second sample of 1,850; and 10 focus groups from three regions of the country.   "The project is perhaps the most far-reaching and comprehensive study of Country Music consumer attitudes and behavior ever undertaken," said Brian Philips, Executive Vice President/General Manager for CMT, and a member of CMA's Board of Directors. "The broad sample of 7000 consumers gives it statistical reliability we haven't seen before. A terrific starting point as the CMA prepares the blueprint for our future."Carol Foley (EVP, Director of Research Services for Leo Burnett) and Jana O'Brien (former EVP, Chief Consumer Officer for Starcom MediaVest Group and current Principal for The Right Brain Consumer Consulting, LLC) will present the session, which takes place at 9:00 AM/CT, Thursday, March 5. Leo Burnett Company and Starcom MediaVest Group conducted the qualitative and quantitative research study. Their list of clients and research partners include the Walt Disney Company, Clear Channel, General Motors, Procter & Gamble, The Coca-Cola Company, McDonald's, Kraft, Wal-Mart, Nintendo, Hallmark, Visa, Best Buy, ESPN, and many others. "During these challenging economic times, it is more important than ever that we provide value for our members and the industry, with information about our consumers that these constituencies and business could never afford to collect on their own," Genovese said. CRB Executive Director Ed Salamon added, "In today's marketplace, Country broadcasters need to work smarter than ever. We are glad that the CMA has chosen CRS to present the results of their study. It is a major benefit for our attendees." Special single day rates for CRS-40's "Music Industry Town Meeting Day" (Thursday, March 5) and "Radio Sales Day" (Friday, March 6) are available. The registration fee for Thursday is $265, and Friday's rate is $370. Friday's registration includes entrance into the New Faces of Country Music Show®, (co-sponsored by Radio and Records and the Country Music Association). CRS-40 will be held March 4-6 at the Nashville Convention Center. Complete seminar information may be obtained by contacting CRB, Inc. at (615) 327-4487 or by visiting www.CRB.org. About CRB: The Country Radio Broadcasters, Inc. is a 501 (c) 3 non-profit organization founded in 1969 to bring radio broadcasters from around the world together with the Country Music Industry to ensure vitality and promote growth in the Country Radio format. About CRS: The Country Radio Seminar is an annual convention designed to educate and promote the exchange of ideas in the country music industry.  Country Radio Seminar is a registered trademark of Country Radio Broadcasters, Inc. -30- For more information about CMA and the Association's awards and initiatives, visit our official Web site at CMAworld.com. CMA Press Contacts:        Wendy Pearl - (CMA) - 615/244-2840 Scott Stem - (CMA) -615/244-2840   CRB Contacts:        Jeff Walker - (AristoMedia) - 615/269-7071 Ed Salamon - (CRB) - 615/327-4487