Alta Communications and Pop Radio

November 29, 2006



Alta Communications Invests in POP Radio, LP to provide capital for future growth and expansion

Boston, MA — November 28, 2006 — Alta Communications announced that it has completed its first round investment in POP Radio, LP, one of America’s premier in-store advertising and marketing companies. The funding provides an initial investment of at least $10 million that will allow POP Radio to continue its expansion into additional retail outlets and to expand its sales efforts while building on POP Radio’s track record of profitability and success in the in-store media business. POP Radio sells, produces and manages audio messages for advertisers that run in national chain retail establishments across the United States.

Initially funded through private investments, POP Radio was acquired from News America Marketing in 2003. The successful growth trend, the experience of the management team and the financial stability of POP Radio attracted Alta Communications to this new media business segment.

"POP Radio represents the next wave of non-traditional media that takes place in a captive environment, at the point-of-purchase," said Bob Emmert, General Partner at Alta. "Alta stands ready to support the outstanding owners/managers that POP Radio has in place, to build on their past successes and to look forward to tremendous growth potential with new retail partners, new advertisers and other strategic relationships."

According the POP Radio’s Chairman, Jeffrey Shapiro, "We are very excited about the support that Alta has shown POP Radio. Alta’s investment will provide POP Radio the leverage to expedite the growth plan that has been in place for the last three years and we expect to use this relationship to our advantage to significantly increase our coverage."

Dick Foreman of Richard A. Foreman Associates, Incorporated initiated the above, assisted in the negotiations and served as the exclusive broker in the transaction.

About POP Radio, LP

POP Radio, LP is one of the leading in-store audio advertising providers in the United States and delivers commercial audio messages to shoppers in over 7,800 grocery, drug and mass merchandiser stores. POP Radio provides retail specific messaging along with third party ad sales to retailers such as Pathmark, SuperValu, Wakefern, Kmart, Brooks Drug and Eckerd. POP Radio is heard by nearly 100 million shoppers and delivers proven sales lift for participating advertisers. Westwood One (NYSE: WON), America's largest radio network company, is both an equity holder in POP Radio and acts as sales agent for advertising on the POP Radio Network. POP Radio has corporate offices in Boston, MA and is headed by Jeffrey Shapiro, Chairman and Gary Seem, President/CEO.

About Alta Communications

Alta Communications is a Boston-based private equity firm formed in 1996 to focus exclusively on the media and telecommunications industries. Currently Alta has approximately $1.5 billion of capital under management in five limited partnerships. Limited partners consist primarily of large pension funds and university endowments. The investment team has over 100 years of collective communications experience, making Alta the communications industry’s partner of choice.