Take Your Message to the Listeners of Northern Public Radio

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Media Kit 2020 of Northern Public Radio. Take your message to the listeners

90.5/105.7 MUSIC

89.5 NEWS

What’s inside: Our service area Our programming Our listeners’ vital statistics Proven and successful strategies We are Northern Public Radio

89.5 WNIJ, 90.5 WNIU and their respective repeater stations are Northern Public Radio, the broadcasting service of Northern Illinois 90.5 DeKalb University. Since 1954, Northern Public Radio 105.7 Rockford has been providing Northern Illinois and 90.5/105.7 MUSIC Southern Wisconsin communities with culture, national news, and local information. Today we are six different frequencies on the radio 89.5 DeKalb/Rockford dial offering classical music, blues, world music, WNIE 89.1 Freeport news, and intelligent talk to the 85,000 listeners WNIW 91.3 LaSalle of Northern Public Radio. 89.5 NEWS WNIQ 91.5 Sterling

Listen to Northern Public Radio in I listen to WNIJ first thing in the morning. I like the Northern Illinois & Southern Wisconsin intelligent conversation and I trust the news. It’s not liberal or With our primary conservative, it’s just factual. transmitter in DeKalb Judy Dixon, Dixon and repeaters in LaSalle, Freeport, and Sterling, we have listeners from Streator Listen Online to Janesville, Freeport Visit our websites for additional to St. Charles and information and to access listen everywhere in between. live audio streaming through Broadcast areas are your computer or mobile device. approximate www.wniu.org www.wnij.org Listen Anywhere on Your Mobile Device www.northernpublicradio.org Download our WNIJ/WNIU apps to your Android or iOS device and listen to Northern Public Radio programming anywhere you are. Stream our live broadcast, browse news stories, or play your favorite shows on demand. www.wnij.org/mobile www.wniu.org/mobile

Screen image is approximate. Audience Profile: WNIJ 89.5 NEWS

With 61,500 weekly listeners in Northern Illinois and Southern Wisconsin, 89.5 FM WNIJ (also serving the area with 3 repeaters) attracts an audience distinguished by its educational excellence and community involvement. Our listeners include some of the most influential members of your community, and when you support WNIJ, you demonstrate your organization’s best qualities to those leading individuals. WNIJ Listeners by Age WNIJ Listeners by Gender

Under 35 11% 65+ 31% Women Men 35-54 47% 53% 42% 55-64 16%

Nearly two-thirds of WNIJ’s audience has earned a bachelor’s degree or higher; consequently, our listeners enjoy a lifestyle that results from educational achievement. Your message will have a regular presence on WNIJ and we can help you reach the people with the means and interest to help your organization grow.

Listeners by Highest Level of Listeners by Annual Education Attained Household Income Total Market Area Listeners WNIJ Listeners Total Market Area Listeners WNIJ Listeners

48%

36% 63%

39% 25% 23% 31% 30% 26% 12% 15% 25% 11% 15% High School Some College Graduate College Graduate + <$25K $25K-$49K $50K-$74K $75K+

SOURCES: Radio Research Consortium, National Regional Database Nielsen 5average survey ending Spring 2019. Persons 18+ M-Su, 6AM-12AM. Rockford TSA Nielsen data are estimates only. Audience Profile: WNIU 90.5/105.7 MUSIC

Nearly 30,000 people listen to 90.5 WNIU (and its downtown Rockford translator 105.7 FM) each week to enjoy the beauty, culture, and history of classical music. WNIU listeners are some of the most influential members of your community, and when you support WNIU, you demonstrate your organization’s best qualities to those influential individuals.

WNIU Listeners by Age WNIU Listeners by Gender

Under 35 12% 35-54 65+ Women Men 26% 49% 55% 45% 55-64 13%

Nearly half of WNIU’s audience has earned a bachelor’s degree or higher; consequently, our listeners enjoy a lifestyle that results from educational achievement. If your organization wants to connect with people who possess the tastes and means to help your organization grow, a presence on WNIU can help you achieve your objectives.

Listeners by Highest Level of Listeners by Annual Education Attained Household Income

Total Market Area Listeners WNIU Listeners Total Market Area Listeners WNIU Listeners

38% 40% 57%

36% 39% 23% 31% 30% 34% 15% 25% 19% 13% 9%

High School Some College Graduate College Graduate + <$25K $25K-$49K $50K-$74K $75K+

National Public Radio programming attracts an audience distinguished by its educational attainment and professional success. Public radio listeners can be found running large corporations, sitting on boards, and helping charities. Many community leaders depend on the information they get from public radio, and reaching them where they get that information is a powerful way to get your message out.

Civic Engagement U.S. Adults NPR Listeners Smart, thoughtful Vote 44% 67% people listen to public radio. You know, those Participate in fundraising 16% 23% are the people that Participate in environmental groups/causes 3% 12% you’d like to appeal to 14% 24% Contribute $500 or more to a non-profit organization … to spend money at your business or visit!

Public radio listeners also know how to have a good time, and do it with style. Tammy Farrell, Kishwaukee Generally speaking, when attending live theater, concerts, and other cultural Health System, DeKalb events you are in the company of NPR’s audience.

Recreation, Fitness, and Travel U.S. Adults NPR Listeners Attend live theater 12% 23% Attend classical music/opera performances 4% 14% Sources and methods: For more than Visit museums 14% 29% 25 years, GfK Mediamark Research & Intelligence (GfK MRI) has conducted a Attend art galleries or shows 8% 20% comprehensive survey of the adult U.S. Dine out 47% 60% population on a rolling basis for the media and advertising communities. Follow a fitness program (2+ times per week) 41% 53% This study, The Survey of the American Consumer, focuses on Americans’ Travel internationally (within the past 3 years) 25% 40% media consumption habits, demographics, attitudes, and consumer behavior. It is formulated to provide national The education and community involvement of public radio listeners often pays advertisers with reliable audience dividends. They manage their investments carefully, and want to partner with information on which to base their organizations that share their values. media spending. It also gives media organizations (such as NPR) detailed insight into their audiences.

Finance U.S. Adults NPR Listeners Survey sample: The GfK MRI sample is composed of persons aged 18 and Own any financial securities 32% 46% over in the contiguous 48 states. The company solicits respondents from Have an IRA 13% 23% different living environments, drawing Has Financial Advisor/Broker 6% 12% from the top ten major U.S. markets, other metropolitan areas, and non- metropolitan counties. GfK MRI employs a strict area probability basis and stratified sampling to ensure Source: Mediamark Research, Doublebase 2013 Base: Total U.S. Adults proper sampling procedure.

Let us share our “halo” with you

Ha • lo eff • ect 87% Consider public (noun) – the positive sentiment that listeners have towards businesses radio “personally that support their public radio stations. important” to them.

Listeners turn to Northern Public Radio because we offer programming that is free of the “static” that is so common from other sources. Listeners love our programming—and they validate this passion with their checkbooks every year, accounting for about 41% of the station’s annual budget. This affection can be shared and we call it the “Halo Effect.”

Public radio listeners are 76% Discuss content often influential* in their There’s really no other place I can with friends, family, community and impact go and feel confident about what and collegues. the behavior of others. I’m hearing to be the truth, to be They share what they non-biased, and to be something I hear on Northern Public can take to the people that I Radio every day, and interact with on a regular basis. their impressions of I’m grateful for WNIJ!

underwriters are part of Rachel Wallace, Rockford the conversation.

When you support the One of the first places I stop in 52% Prefer to buy programming Northern Sycamore is Blumen Gardens -- a products or services Public Radio listeners supporter of WNIU. And they usually from NPR sponsors. value, they see your have the station on in their garden -- organization as sharing it’s just really enjoyable. I support them their same values, and because they support WNIU! prefer to do business Cory Begalka, Elgin with supporters of public radio.

*Mediamark defines an “influential” as someone who participates Sources: Lightspeed Research, NPR Listener Survey, May 2011; NPR/Knowledge in three or more public activities that demonstrate uncommon Networks Underwriting Study, February 2011; Mediamark Research, Doublebase 2013, engagement with their community (for instance, addressing a Base: total U.S. Adults; Lightspeed Research, NPR Sponsorship Survey, November 2012. public meeting, actively working as a volunteer, or writing Percentages based on respondents who agreed with each statement, where ‘agree’=7 -10 on a 0 -10 point scale. something that has been published). Program Schedule 89.5 NEWS

Every day of the week brings a variety of quality, relevant and engaging local and national news and entertainment programs on 89.5 WNIJ.

Mon - Thurs Friday Saturday Sunday

5 a.m.

6 a.m.

7 a.m.

8 a.m. With Local Host Dan Klefstad

9 a.m.

10 a.m.

11 a.m.

12 p.m.

1 p.m.

2 p.m.

3 p.m.

4 p.m.

5 p.m.

6 p.m.

7 p.m.

8 p.m.

9 p.m.

10 p.m.

11 p.m.

12 - 5 a.m. Program Descriptions 89.5 NEWS

1A — Host Jenn White and great guests framing the best Mountain Stage — Taped before a live audience, host debates in ways to make you think, share, and engage. Larry Groce showcases diverse music, from the traditional to the brand new, from roots music to jazz. The 21st — Host Brian Mackey connects listeners from all corners of the state on topics affecting their lives in Illinoiss. On Being — Host Krista Tippett engages listeners across the spectrum of belief and non-belief in conversation All Things Considered — The most listened-to, afternoon about life’s deepest questions. drive-time news radio program in the country brings break- ing news, compelling analysis, insightful commentaries, On the Media — A program designed to decode what interviews and features. we hear, read and see in the media and arm us with the critical tools necessary to survive the information age. American Routes — Nick Spitzer presents American music, musicians, and stories that describe the origins and the Reveal — In-depth, award-winning journalism every many directions those things take over time. Wednesday from the Center for Investigative Reporting.

BBC — The BBC World Service presents comprehensive Science Friday — Ira Flatow presents news and entertain- news from around the world. ing stories about science.

The Blues — WNIJ presents the best of traditional and Sessions from Studio A — Host Spencer Tritt features contemporary blues, the music that gave birth to locally recorded performances by regional and touring rock-n-roll. musicians, ranging from folk to indie rock, blues, alternative country, Americana, world music and more. Echoes — Host John Diliberto presents a modern sound- scape of music that draws from a multitude of cultures, Sound Opinions — Rock critics Jim Derogatis and Greg traditions and genres. Kot provide the latest music news, personal commentary and exclusive interviews and performances. Fresh Air — Terry Gross hosts this multi-award-winning daily interview and features program. Statewide — Reporting from in and around Illinois.

Here and Now — NPR’s midday news magazine with hosts TED Radio Hour — Using TED Talks as a launching point to Robin Young, Jeremy Hobson and Tonya Mosley. explore the best ideas in technology, entertainment, design and much more, host Guy Raz asks probing It’s Been A Minute — Sam Sanders hosts a timely and questions and guests offer deep answers. topical conversation on the week's news, with pop culture features and interviews. This American Life — Host Ira Glass presents stories about everyday life in America. Living on Earth — Weekly features, interviews and commentary on a broad range of environmental issues. Wait Wait...Don’t Tell Me! — The oddly informative, fast-paced, irreverent news quiz from NPR hosted by Marketplace — Daily magazine of business and economic Peter Sagal. news. The “Marketplace Morning Report” airs at 6:50 and 8:50 a.m. Weekend Edition — Weekend news magazine hosted by Scott Simon on Saturday and Lulu Garcia-Navarro on Morning Edition — NPR’s Steve Inskeep, Rachel Martin, Noel Sunday. King, and David Greene with WNIJ’s Dan Klefstad bring the day’s stories, NPR and local news. World Cafe — Host Raina Douris showcases an eclectic blend of contemporary music. The Moth — Celebrates the art and craft of storytelling by presenting thousands of stories told live and without notes. Program Schedule 90.5/105.7 MUSIC

90.5 FM WNIU (also heard on 105.7 FM in Rockford) is the region’s only DESIGNATED MONDAYS @ 7 p.m. 24-hour classical music station, broadcasting “Encore!” features performances some of the most and commentary from regional beautiful music ever classical musicians and orchestras. written, combined with local content and special programs.

SATURDAYS @ 12:30 p.m. (in season, Dec. - April) The Metropolitan Opera is among “During the day the most celebrated opera when I’m traveling in companies in the world. WNIU my car, I listen to broadcasts live performances every WNIU. I would love to Saturday afternoon during the MET test my blood season. pressure as I listen to the station - it has to have a positive effect! I really enjoy the music. It is an alternative music all SUNDAYS @ 7:00 a.m. unto itself... an alternative to Sunday mornings from 7:00 a.m to anything else that’s 10:00 a.m. “Sunday Baroque” on the dial.” spotlights Baroque masters such as Kathy Spears, Shabbona Bach, Vivaldi, and Handel.