Radio One, Inc.

West Virginia University

Jasmine Hood

IMC 618

Hood 2

Contents

1. Executive Summary……………………………………………………..……………………………………….3

2. Background…………………......………………………………………………………………….……………….3

3. Situation Analysis………………………………………………………………………………………………...8

4. Core Problem Statement……………………………………………………………………...……………….9

5. Key Public: End-Users – Primary and Secondary Messages……………..…….……………….9

6. Key Public: Advertisers – Primary and Secondary Messages..…………...………..…………11

7. Key Public: Shareholders – Primary and Secondary Messages..…………...………..………12

8. Campaign Goal…...……………………..………………………………………………………………………..13

9. Campaign Objectives……………………………………………………………………….………………….14

10. Campaign Strategies and Public Relations Tactics…………………………….………………….15

11. Calendar of PR Activities…………………………………………………………………………..……......19

12. Budget……………………….………………………………………………………………………………………22

13. Evaluation Plan…………,……………………………………………………………………………………....24

14. Personal Assessment….………………………………………………………………………………………25

15. References…………..…..…………………………………………………………………………………………27

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Executive Summary

With a projected buying power of $1.1 trillion by 2012, targeting African American

consumers is a no brainer (Dodson 2007). Reaching this unique segment, like any other

group, in today’s market must be efficient and cost-effective. Radio One, Inc. provides the

perfect amalgamation of media that reaches over 82 percent of African American

households through multiple media channels. Imagine being able to touch people in their

cars, homes, on their computers, cell phones, email, at newsstands, and in their mailbox.

Media connects individuals to the world around them, and circularly, the world is built on

these individual connections. Radio One and its subsidiaries provide unmatched access for

key publics to conveniently connect to the content and people that are relevant and

essential to them personally and financially across radio, television, online, and print

platforms.

Background

From its humble beginning at WOL-AM on Howard University’s Washington D.C. campus,

founder Cathy Hughes has built the steady empire of Radio One, Inc. with urban market

radio stations across the US. Radio One is one of the largest radio broadcasting companies

in the U.S. and is the largest radio broadcasting company that primarily targets African-

American and urban listeners. It currently owns and/or operates 52 radio stations located

in 16 major markets, as well as Magazine One dba Giant Magazine, interests in TV One, LLC,

Interactive One, the Tom Joyner Morning Show, and Reach Media, Inc.

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(www.blackamericaweb.com). They have also recently added Community Connect Inc., an

online social networking company to their Interactive One portfolio.

Radio One’s exclusive position as the largest broadcaster among African American

audiences makes it #1 in its target market. Its stations offer an assortment of formats,

including Urban, Adult Contemporary, Contemporary Inspiration, Gospel, and News Talk

radio. In conjunction with Reach Media, Radio One owns Syndication One, which develops

African American targeted talk show programming. The featured shows include The Al

Sharpton Show, The Warren Ballentine Show, and 2 Live Stews, offering audiences relevant

information and analysis from an African American perspective.

TV One is a lifestyle and entertainment cable network that focuses on the adult African

American community. Original and acquired programming is featured on the network that

is distributed across the country on most cable and satellite service providers, particularly

where there is a high African American population segment.

Interactive One was launched in 2007 to round out the Radio One media family. It has

quickly become the #1 online platform for African Americans. The acquisition of

Community Connect, Inc. has now expanded the Interactive One offering to span 10

websites, including BlackPlanet.com, the largest African American online social network.

Radio One expects the integrated online experience to grow to over 60 websites in the next

year as it brings content from its 52 stations online.

Magazine One (dba Giant Magazine) is an urban entertainment lifestyle magazine that

targets young, upwardly mobile readers with a multicultural appeal. The bi-monthly

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magazine is distributed nationally and features articles and advertisements centered on the

worlds of music, film, fashion and style.

With such extraordinary success in less than three decades, Radio One began to publicly

offer common stock on May 6, 1999, making Hughes the first African American

chairwoman of a publicly traded company. Unfortunately, after years of unprecedented

growth and success, the current national economic conditions have hurt Radio One like

many other media broadcasting companies. On October 22, 2008, NASDAQ notified Radio

One (NASDAQ: ROIAK and ROI) that for 30 consecutive days prior to October 16, 2008 the

bid price of Radio One’s Class D common stock had closed below the minimum $1.00 per

share required to list on NASDAQ. In light of the economic crisis and the unprecedented

condition of the market NASDAQ granted moratorium for the Company, with the rules to go

back into effect January 19, 2009. From that time through July 20, 2009, Radio One must

close at $1.00 per share or more for at least 10 consecutive business days to achieve

compliance. The Company sold 20 of its stations in 2007 to reduce operating expenses.

Third quarter results were reported on September 30, 2008, showing net revenue $86.2

million, down 2 percent from the same period last year.

In the fourth quarter of 2008, Radio One faces a new day in media and the world. The U.S.

political and economic climate is both in favor and against the largest African American

broadcasting company. The first African American president, Barack Obama, has been

elected and the stock market is in shambles. On election night, thousands of viewers tuned

in to TV One, Radio One’s cable network, to watch live coverage of the historic presidential

election returns. While the network was proud to carry such a momentous event, parent

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company Radio One faces unprecedented challenges in the national market. Despite

increased listenership, media buyers have had to cut advertising budgets across the

broadcasting industry (Hampp 2007).

The history of commercial radio dates back to 1920, when Pittsburgh's KDKA broadcast

election returns. In two short years, there were more than 200 stations crowding the

available airwaves (Bloomquist 2008). Today, there are approximately 11,000 commercial

stations in the $20 billion radio broadcasting industry (the Industry) that compete in local

markets across the country. Radio One is ranked number 10 of the top radio broadcasting

companies in the U.S. The industry leader is Clear Channel Communications, which owns

or operates 1,000 stations- three times as many as its closest competitor Cumulus Media.

As a result of the Telecommunications Act of 1996, there has been much consolidation in

the Industry with giant radio companies owning up to eight stations in large markets.

These large companies operate in clusters to reduce administrative and sales costs, but

allow the individual stations to target different audience segments through programming.

Currently, the Industry’s greatest challenge is the national economy. National advertisers

have trimmed ad spending due to the economic slowdown and the lack of optimal metrics.

Until recently, stations measured their share of listeners by Arbitron’s diaries that have

been criticized for having three-month delays in results and were often inaccurate. In

2007, Arbitron introduced their electronic Portable People Meters (PPM), to promptly

produce more measurable results, much like Nielsen ratings in the television industry.

With the rapid technology changes in the Industry companies have begun to face the issue

of Internet advertising. Many broadcasters have expanded their brand to online content,

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generating three to five percent of the industry’s revenue from online ad sales (McClellan

2007). Internet radio, satellite radio, and mp3 players have steadily begun to take a chip

out of the traditional medium’s core base. The technological advancement of high

definition (HD) radio signals may possibly prove advantageous to radio broadcasting ad

sales. Digital radio offers better sound quality and no subscription is necessary.

In the radio broadcast industry, Radio One is nowhere near its competition and, in

conversely, its competition is nowhere near it. Clear Channel is the industry leader, with

over 1,000 stations across the country. Other top competitors include Ciatdel Broadcast,

CBS Radio, as well as Cumulus Media, Emmis Communications, and Cox Radio. However,

Radio One’s focus on the African American niche market is unrivaled by any other

broadcasting company.

TV One’s competition is limited, with its largest and main competitor being BET. Although

both networks focus on African American viewers, they have different target

demographics- BET targets a young 18-34 demo, while TV One targets an older 18-49

demo. By 2006, three years from its launch, TV One had attained 40 million subscribers,

compared to the 30-year old BET’s 85 million subscribers (Goetzl 2007). Another

competitor that TV One has managed to outpace was the Black Family Channel, which

found it difficult to gain distribution. In May 2007, the network was sold to the Gospel

Music Channel and is rumored to re-launch sometime this year.

Radio One’s newly acquired Community Connect, under the Interactive One brand, has

placed the company in the new age world of social networking. The largest of Interactive

One’s sites is, by far, BlackPlanet.com. In 2007 BlackPlanet.com ranked No.4 in Hitwise's

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Top U.S. Social Networking Sites Report, behind MySpace, Facebook and Bebo (Hitwise

2008).

Magazine One’s Giant Magazine has the advantage of being linked to a company that

reaches 82 percent of African Americans across television, radio, online, and print

platforms. This is something its main competitors, Vibe Magazine, the Source, XXL, as well

as veterans Ebony and Essence, can’t claim.

Situation Analysis

Radio One has garnered the number one position in media broadcasting for the African

American community. The company’s multimedia brands reach over 82 percent of African

American homes through radio, television, online, and print. Current national economic

conditions have adversely affected Radio One along with the entire radio broadcasting

industry. The media giant must find new and innovative ways to attract end users to

ultimately attract advertisers.

This diversification of the Radio One properties shows the commitment to providing

advertisers with integrated marketing access into the homes and lives of consumers.

According to a statement made by Barry Mayo, President of the Radio Division, “[Radio One

is] no longer in the radio business, we are in the 'audio entertainment business' and we

need to leverage our products well beyond the terrestrial signals we are licensed to

operate.” Currently, there is a limited amount of PR communication and marketing

strategies that establishes the company’s stance on being a leading provider for urban and

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African American entertainment and news content.

Core Problem

To brand itself as an integrated multimedia conglomerate, Radio One must efficiently link

its print, television, radio, and online platforms to engage key publics (end-users and

advertisers) in the total brand package.

Key Publics

Advertisers

Advertisers have a self-interest as a primary public of Radio One. Radio One’s success in

reaching consumers directly relates to an advertiser’s ability to reach the target segments

that Radio One offers. Advertisers utilize Radio One’s dominance in African American

multimedia outlets to promote their products and services. The added value of Radio

multimedia properties is that African American consumers can be reached consistently and

repeatedly when engaged with Radio One. If Radio One loses or misses out on potential

members of the target audience (end-users) due to disconnected public relations and

marketing, advertisers are subsequently affected as well. This public needs to be sure that

end-users are participating across all of Radio One’s platforms so that they can feel

confident in spending across platforms.

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Primary Message:

Radio One is the leading media company for African American entertainment and

news content.

Secondary Message:

Giant Magazine has national distribution with a 250,000 Rate-base/362,090 Total

Paid Circulation.

Interactive One is composed of a variety of sites, including NewsOne,

TheUrbanDaily, and HelloBeautiful, as well as the Community Connect, Inc. family of

social networking sites. BlackPlanet.com has over 15MM registered members, 5MM

Unique Visitors/month, and approximately 500mm Page Views/month.

TV One is seen in 208 markets, across 39 states and nationwide on DIRECTV.

Radio One stations are located in 53 stations in 16 urban markets.

Primary Message:

Radio One is a media conglomerate that cross-markets and shares content and

resources.

Secondary Message:

The Radio One online networks GIANTmag.com, Blackplanet.com, AllHipHop.com,

The Urban Daily and other targeted verticals.

One media buy allows you create custom campaigns across multiple websites.

Interactive One is the leading online network serving the African-American

community through social network, news, information, and entertainment.

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Advertising on Radio One stations, the TV One network, in Giant Magazine, on

Giantmag.com, or any of the Interactive One networks provides access to 9 million

African-Americans per month.

End-Users

Although end-users do not necessarily invest direct dollars into the broadcast company’s

revenue, they are an essential public for Radio One. End-users include listeners, viewers,

subscribers, and readers that attract advertisers to spend with Radio One and trust that

they are the best source for reaching specific audiences. If end-users are dissatisfied or

unfulfilled (due to lack of awareness) with Radio One’s offerings they can voice their

displeasure by quietly ceasing participation in one or more of Radio One’s multimedia

platforms. Does Radio One have the information or content that is relevant to me? How easy

is it to access this information and how can I enjoy more than one medium? These are all

questions that end-users may consider when choosing to engage in Radio One media.

Primary Message:

Radio One is the multimedia authority on convenient and reliable African American

entertainment and news content.

Secondary Message:

GIANT is an urban entertainment lifestyle magazine that celebrates the best of

music, film, fashion and style.

Radio One is the largest radio broadcasting company that primarily targets African-

American and urban listeners, with stations in 53 stations in 16 urban markets.

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BlackPlanet.com connects audience with a mix of community tools, information,

entertainment and personal service based on their interests.

TV One is a cable/satellite television network, programming primarily to African

American adults, that offers a broad range of lifestyle and entertainment-oriented

programming that respects their values and reflects their intellectual and cultural

diversity.

Shareholders

During the past few years Radio One shareholders have had to endure the slowdown of the

national economy and the effects it has had on the radio broadcasting industry, and Radio

One specifically. Incessantly falling stock prices and recent warnings from NASDAQ can

leave shareholders feeling uneasy about the security of their investments. As an internal

public, shareholders are personally affected by the marketing strategies of the company.

This public needs to know the value of all Radio One enterprises and how they are

positioned to create additional revenue.

Primary Message:

Radio One is seeking to build a media conglomeration of enterprises that appeals to

key publics and increases revenues.

Secondary Message:

Consistent branding will attract consumers (end-users) to utilize all of Radio One’s

platforms, increasing the reach available to advertisers.

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Advertisers will be able to buy into a cohesive media company whose brand is

bigger than the parts.

Campaign Goal

Radio One is to build its overall brand position and increase revenues by integrating its

marketing and public relations tactics for both end-users and advertisers to fully utilize the

company’s reach.

The current vision statement on Radio One’s website is outdated and only refers to its prior

strategy of expanding its radio market shares amongst African Americans. However, in

recent statements from CEO Alfred C. Liggins III, Radio One is seeking to build the media

company into an “Univision-like conglomeration of media enterprises that cross-market

and share content and resources” (Huslin 2007). To accomplish this, Radio One must

develop a consistent brand that markets all of its multimedia elements. VP of Integrated

Marketing – One Solution, Peggy Byrd Mazard, recognizes this need for an integrated

marketing and public relations approach. “As [Radio One] becomes a key media brand in

the marketplace, we are excited about making sure our identity and value proposition are

clear, articulated, enhanced, and differentiated,” she stated (Mazard 2008, p. 11). Radio

One will need to issue a new mission statement that reflects the direction and goals that the

company is trying to achieve.

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Campaign Objectives

1. Develop a recognizable brand name and logo that encompasses all of Radio One’s

media platforms and coincides with its current slogan. (Ex. One Media, Inc. – The

Urban Media Specialist). Marketing material should reflect this unified image and

be introduced by 2nd Qtr FY 09.

2. Announce press release for campaign launch across all Radio One platforms- Radio

One, TV One, Giant Magazine, BlackPlanet.com on April 01, 2009.

3. Move all media websites to employ BlackPlanet.com as the host server (Ex.

www.giant.blackplanet.com). Link BlackPlanet memberships to all other platform

websites. (Ex. Signing in under a BlackPlanet login allows member to access

information on their local radio station’s webpage or leave comments on Giant

Magazine’s website). Integration should be complete by May 2009.

4. Foster awareness amongst end-users of the connected media properties of Radio

One. Through survey research obtain an 80 percent level of end-user awareness of

all Radio One brands by January 2010.

5. Present One Media as an integrated opportunity for advertisers to gain multi-

channel access into consumer’s homes. Packaged partnerships should include

media buys in more than one medium, highlight level of end-user participation

across platforms, and convey One Media as an expert in the African American media

experience.

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Strategies and Tactics

Currently, Radio One has not announced any specific strategies aimed at branding itself as

an integrated multimedia conglomerate. The following suggested strategies and tactics are

intended to efficiently link its print, television, radio, and online platforms to engage key

publics (end-users and advertisers) in the total brand package.

Advertisers

Strategy One:

Develop and present a recognizable brand name and logo that encompasses all of

Radio One’s media platforms and coincides with its current slogan.

Tactics:

One Media, Inc. is to be established as the company umbrella in which advertisers

can reach target audiences across platforms. (One Media, Inc. – The Urban Media

Specialist)

One Solution must be presented as an advertising package that includes media buys

across One Media and conveys One Media as an expert in the African American

media experience.

Strategy Two:

Announce campaign launch across all One Media platforms and other various media.

Tactics:

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Issue a press release to the appropriate trade magazines, newspapers, and ad

agencies announcing unique opportunities to reach African American audiences

through One Media’s new image and structure.

Place a full-page ad in Giant Magazine, run 30-second spots on Radio One, run 30-

second spots on TV One, place web banners on BlackPlanet.com and other

Interactive One networks emphasizing the new brand name, logo, and all of its

properties.

Redesign company website and homepage of each One Media property to present

One Media as an integrated opportunity for advertisers to gain multi-channel access

into consumer’s homes.

End-Users

Strategy One:

Ensure end-users are aware of One Media’s presence and the integrated channels

available through the redesigned media conglomerate’s campaign launch.

Tactics:

One Media, Inc. is to be established as the company umbrella in which end-users can

conveniently access news and entertainment content through radio, television,

print, and online platforms.

Place a full-page ad in Giant Magazine, run 30-second spots on Radio One, run 30-

second spots on TV One, place web banners on BlackPlanet.com and all Interactive

One networks emphasizing the new brand name, logo, and all of its properties.

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Send member messages to all BlackPlanet.com users announcing the campaign

launch.

Use One Media’s established Email Alerts to inform subscribers of the campaign

launch.

Redesign company website and homepages of each One Media property to present

One Media as an integrated media company.

Strategy Two:

Link BlackPlanet.com memberships to all other platform websites.

Tactics:

Create a communications message through interactive participation. Signing in

under a BlackPlanet login allows members to access information across all One

Media platforms (ex. local Radio One station, Giantmag.com, TV One, etc.)

Shareholders

Strategy One:

Ensure shareholders are aware of the rebranding of Radio One/One Media and its

revenue potential.

Tactics:

Issue a press release and announce during quarterly conference call One Media’s

new image and structure. Also, use One Media’s established Email Alerts to inform

subscribers of the campaign launch.

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Present the One Solution advertising package that includes added-value

opportunities for advertisers to gain multi-channel access into consumer’s homes

through media buys across One Media.

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Calendar of PR Activities

One Media Launch Campaign

Start Date: April 1, 2009 March 2Q - April May June 3Q - July August

Public: Advertisers

Strategy 1: Recognizable brand name and logo encompasses all Radio One’s media platformsTactic 1: Establish One Media, Inc. as umbrella company. Tactic 2: Present One Solution expert advertising package with media buys across company.

Strategy 1 Evaluation

Strategy 2: Announce campaign launch across all One Media platforms and other various media.Tactic 1: Notify appropriate trade magazines, newspapers, and ad agencies.Tactic 2: Emphasize new brand through ads in Giant Magazine, on Radio One and TV One, BlackPlanet.com and other Interactive One networks.Tactic 3: Redesign company website and homepage of each One Media property.

Strategy 2 Evaluation

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Public: End-Users

Strategy 1: Ensure end-users are aware of One Media’s presence and the integrated channels.

Tactic 1: Establish One Media, Inc. as umbrella company umbrella for convenient access to content.Tactic 2: Emphasize new brand through ads in Giant Magazine, on Radio One and TV One, BlackPlanet.com and other Interactive One networks.Tactic 3: Send member messages to all BlackPlanet.com users announcing the campaign launch.Tactic 4: Use One Media’s established Email Alerts to inform subscribers of the campaign launch.Tactic 5: Redesign company website and homepage of each One Media property.

Strategy 1 Evaluation

Strategy 2: Link BlackPlanet.com memberships to all other platform websites.

Tactic 1: Signing in under a BlackPlanet login allows members to access

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information across One Media.

Strategy 2 Evaluation

Public: ShareholdersStrategy One: Ensure shareholders are aware of the rebranding of Radio One/One Media and its revenue potential.Tactic 1: Issue a press release, announce during quarterly conference call, and send Email Alerts.

Tactic 2: Present the One Solution advertising package.

Strategy 2 Evaluation

Budget

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Public Details Projected CostDiscount or Sponsorship

Actual Cost

Advertisers

Strategy One: Recognizable brand name and logo encompasses all Radio One’s media platforms

Tactic 1: Establish One Media, Inc. as umbrella company.

Create new logo and marketing materials.

$450,000

Tactic 2: Present One Solution expert advertising package with media buys across company.

Electronic and hard copy media kits.

$40,000

Strategy Two: Announce campaign launch across all One Media platforms and other various media.Tactic 1: Notify appropriate trade magazines, newspapers, and ad agencies.

Press Release $8,000

Tactic 2: Emphasize new brand through ads in Giant Magazine, on Radio One and TV One, BlackPlanet.com and other Interactive One networks.

Full page ad, 30-second radio spot, 30-second tv spot, online web banners.

Tactic 3: Redesign company website and homepage of each One Media property.

Integrated web design.

$100,000

Public: End-Users

Strategy One: Ensure end-users are aware of One Media’s presence and the integrated channels.

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Tactic 1: Establish One Media, Inc. as umbrella company umbrella for convenient access to content.

Create new logo and marketing materials

/

Tactic 2: Emphasize new brand through ads in Giant Magazine, on Radio One and TV One, BlackPlanet.com and other Interactive One networks.

Full page ad, 30-second radio spot, 30-second tv spot, online web banners.

$125,000

Tactic 3: Send member messages to all BlackPlanet.com users announcing the campaign launch.

Create message copy and distribute.

$3,000

Tactic 4: Use One Media’s established Email Alerts to inform subscribers of the campaign launch.

Create email copy and distribute.

$5,000

Tactic 5: Redesign company website and homepage of each One Media property.

Integrated web design.

/

Strategy Two: Link BlackPlanet.com memberships to all other platform websites.

Tactic 1: Signing in under a BlackPlanet login allows members to access information across One Media.

Restructuring and expansion of BlackPlanet.com server.

$110,000

Public: Shareholders

Strategy One: Ensure shareholders are aware of the rebranding of Radio One/One Media and its revenue potential.Tactic 1: Issue a press release, announce during quarterly conference call, and send Email Alerts

Press release, create email copy and distribute.

/

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Tactic 2: Present the One Solution advertising package.

Electronic and hard copy media kits.

/

TOTAL: $841,000

(/= cost is already accounted for in a previous tactic)

Using several of the same tactics for more than one audience can help alleviate costs.

However, it is essential to remember the specific public being targeted even if similar

information or material is provided (ex. press releases, emails, etc.).

Evaluation Plan

PR Outtakes can be measured for short-term effects. The immediate goal is to make key

publics aware of the rebranding campaign launch. Media Content Analysis can be used to

research articles that feature or refer to the campaign press release. Which publications

ran the article or story and was the campaign well received by the media? Public Opinion

Polls can gauge key audiences’ awareness of the campaign launch, all of (or a majority of)

the company’s properties, and also how the new branding of the company is perceived.

Were PR tactics and cooperative marketing tools effective in informing the public?

PR Outcomes are evaluated for the long-term goal of making the new One Media brand the

premier media conglomerate for African American end-users, and advertisers seeking

them. To measure the awareness and comprehension of the total rebranding of the

company focus groups can be utilized to determine qualitative measurement and mail,

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Internet, and email polls can be employed to quantify the number of key audience members

who “received, paid attention to and understood the messages directed at them”

(Davenport 2008). This will be crucial for Radio One’s long-term goal of being recognized

as the decisive Urban Media Specialist. Attitude and Preference Measurements can be

evaluated after the campaign launch. Have advertisers’ attitudes about opportunities with

the parent company (Radio One) and its subsidiaries changed? Have end-users changed

their primary preference for entertainment and news content to the print, radio, television,

and online platforms of Radio One?

Personal Assessment

Throughout my research and findings of Radio One’s PR problems and strategies I found

very little public information on their plans for addressing their current issues. Radio One

has great potential to be the leading source for African American target audiences to not

only use and participate in the media offerings, but also become available for advertisers to

reach consumers almost anywhere they consume media. The key to Radio One’s success in

the coming years is to go beyond simply acquiring and developing innovative media

offerings, but to present an integrated package to all key publics. A single brand

recognition would be the most efficient and effective way to link all of Radio One and its

subdivisions, so that when a person recognizes the parent company they also recall its

other brands.

During a time like this, when the market is in distress across the nation and ad-based

industries are experiencing major setbacks, Radio One can utilize what it already has and

build a great corporation of multimedia offerings. To incorporate consumer research,

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communication opportunities can be facilitated to allow for user insight and suggestions.

Keeping up with the latest technologies, such as Twitter for example, opens a two-way line

of communication so that Radio One can send and control messages to audience members,

as well as receive dialogue to improve its PR dealings.

Radio One needs to improve on its overall public relations engagement from this point

forward. Beyond the problems, goals, and objectives laid out above, Radio One must add

some transparency to its operations and dealings. End-users, advertisers, and

shareholders would likely have greater faith and loyalty to the brand and company if its

public image was more controlled and informative. Employing basic PR tools, particularly

with the access of its own media sources, would allow information to be more readily

available and spark a stronger preference for the media offerings that Radio One provides.

Working toward unifying the Radio One “voice” through public relations is the first step

making the communications much more succinct.

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References

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http://cdn.giant.blackplanet.com/wp-content/uploads/2008/10/giant-magazine-2009-media-kit.pdf

Davenport, D. (2008). Lesson 4: The Publics of Public Relations. West Virginia University.

Dodson, D. Retrieved December 22, 2008 from http://www.terry.uga.edu/news/releases/2007/minority_buying_power_report.html

http://giant.blackplanet.com/about-us/

Goetzl, D. (2007, September 17). A Decent BET: New programs, more cash boost channel. Broadcasting & Cable, Retrieved November 7 2008, from http://www.broadcastingcable.com/article/CA6478750.html

Hampp, A. (2008, October). Radio gaining audience-but not ad revenue. Advertising Age, 79(39), 4,39.  Retrieved November 8, 2008, from ABI/INFORM Global database. (Document ID: 1581629321).

Hoover's. Radio One, Inc. Hoover's Company Records - In-Depth Records. Retrieved Nov. 5, 2008, from ProQuest Academic database.

Huslin, Anita. (2008, February 22). Radio One's Losses Grow, Stock Declines. Washington Post, p. D01.

http://www.interactiveone.com/about.php

Mazard, P. B. (2008, November). The Powerful Advantage of One Solution. The Frequency, p. 11.

McClellan, S. (2007, December). CBS Radio Eyes Internet For Growth Opportunities. Adweek, 48(45), 9.  Retrieved November 11, 2008, from ABI/INFORM Global database. (Document ID: 1401241971).

http://www.radio-one.com/properties/

Radio One, Business Wire. (2007, August 7). Radio One, Inc. Announces That Barry Mayo Has Been Named President of the Radio Division [Press release]. Retrieved from

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http://www.businesswire.com/portal/site/google/?ndmViewId=news_view&newsId=20070807006452&newsLang=en

Radio One, Business Wire. (2008, October 20). NASDAQ Notifies Radio One, Inc. Class D Shares Fall Below Minimum Bid Price [Press release]. Retrieved from http://phx.corporate-ir.net/phoenix.zhtml?c=63747&p=irol-newsArticle&ID=1215938&highlight=

Retrieved on November 9, 2008 from http://www.targetmarketnews.com/storyid04140801.htm

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http://www.tvoneonline.com/inside%5Ftvone/