Listener Supported Classical Public Radio Part of the USC Radio Group

Fueling the Innovative Culture and Economy of the Bay Area’s Arts Ecosystem

Summer - Fall 2017 KDFC = RADIO = POWER of SOUND = R.O.I. The Power of Radio = The Power of Sound RADIO Is the LARGEST REACH Medium in the Bay Area

RADIO Reaches 91.1% of  Radio is audio, audio is the Power of Metro Adults 18+ EVERY week SOUND, and sound creates emotion, recall, retention, and  91.1%: Radio “goose-bump” calls-to-action from a  84.6%: Internet relevant setting and messaging  82.0%: Broadcast television environment  66.9%: Cable TV  26.3%: Pandora (month)  Radio delivers a $6:$1 Return on  24.7% SF Chronicle (print- week) Investment – better than digital,  10.4%: Satellite Radio (week) better than TV, consistently strong across business categories

Source: Scarborough, R2 2016 SF Metro, Adults 18+. * Source: Nielsen Catalina Solutions 2014 MULTI-PLATFORM REACH Across Northern KDFC Distribution: Classical KDFC Is…: 90.3 FM San Francisco/Berkeley/Oakland Multi-platform: 7 FM radio frequencies, website and mobile app – available in cars, at home, at 104.9 FM Silicon Valley: San Jose/The Peninsula work, and on tablets, smart phones, wearables, desktops and laptops 89.9 FM The Wine Country: Napa/Santa Rosa Covering Northern California: From Monterey to 90.3 FM Los Gatos/Saratoga Mendocino 92.5 FM North Bay: Ukiah/Lakeport Over 400,000 weekly listeners, 50,000+ opt-in 95.9 FM Big Sur email subscribers, and 353,000+ monthly page views at .com 103.9 FM Monterey Part of the USC Radio Group – Classical Public Kdfc.com Radio delivering over 1.2 million listeners per KDFC Mobile App week across Northern and Southern California Local Programming with Universal Appeal

Relationships and Access: With Listeners and the Arts Community

Sources: Nielsen Audio SF MSA’s Jan-Dec 2016, 6+ and 18+ weekly cume/comp., Google Analytics/Triton and Webcast Metrics MUSIC and MISSION Format: Classical Public Radio – Non Commercial/Listener Supported + Classical KDFC’s Mission Underwriting/Sponsorship Classical KDFC provides access to great Music: classical music, offers education and Primary focus on Baroque, Classical, and Romantic Eras: 17th Century to insight to this music for a sophisticated Early 20th Century • Remainder is late 19th- 20th Century Bay Area audience, and supports the local Melodic pieces, Vocal, Contemporary and Movie Music arts community as its voice of the arts and as a portal to the rich diversity of our Status: KDFC is the Bay Area’s ONLY Classical performing arts scene music station, delivering a coveted, highly educated and engaged, culturally active audience and community

…The influential LEADERS, THINKERS, and ACHIEVERS that fuel the Bay Area’s innovative culture and economy COMMUNITY and ARTS ECOSYSTEM

KDFC Radio Community Bay Area Arts Ecosystem 24,000 Members/Donors $3.5 Million in annual listener support 700+ Arts Organizations • 351,400 weekly listeners on FM signals o Balanced audience age groups: 6+ o 32,600 per week are “Kids” aged 6-17! Symphony Orchestras, Theatre • 101,736 monthly unique streaming listeners Groups, Operas, Museums, Vocal & • 54,000 email opt-in database members • 94,621 monthly unique visitors to kdfc.com Choir Groups, Dance and Ballet Since 2011, over 300 different Arts Groups, Museums, Performances and Festivals showcased and supported with on-air and digital platforms by 1 in 4 are MUSIC Organizations KDFC’s “State of the Arts” and “Dianne’s Top 5”

Outreach, Broadcasts and Partnerships: 21,500,000 annual attendees KDFC Instrument Drive San Francisco Opera Philharmonia Baroque KDFC Kids Discovery Days State of The Arts “Moodles” Mobile App Metropolitan Opera Bay Area Mix Local Vocals Star-Spangled Sing-Off Neighborhood Arts Spotlight

Sources: Nielsen Audio SF MSA April16-March17, 6+ and 18+ weekly cume/comp., Google Analytics/Triton and Webcast Metrics Classical KDFC – LISTENERS Classical KDFC’s appeal is broad and diverse: From those whose knowledge is limited but passion for the music and daily usage is significant, to those with extensive classical musical experience, knowledge and passion. An advanced education is the common and consistent thread through the KDFC Radio audience:

40 to 50-Something Women- “Mozart Moms” • College educated, likely played a musical instrument in youth, now typically employed in a supervisor or managerial capacity • A sophisticated woman who leads a busy, often time starved life: Has high school or college aged kids • Has great passion for the music without extensive depth of knowledge - believes in the value and benefits of Classical Music • Typically attends arts performances or museums 2-3x per year, with primary “participation” via the radio/KDFC

50 to 60-Something Men- “Executive Dads” • College educated, a “Corner Office Guy”, typically leading a team or a department - in peak earning years • Attends local sporting events, likely watches and listens to events on TV and the Radio…in addition to KDFC • Knowledge of Classical Music is a hobby, enjoys the companionship of listening at work and the facts/ history of the music • Periodically attends performances or arts venues, relying primarily on access provided by KDFC

“Culture Vultures” – Adults 25 and Up! • College Educated, likely with an advanced education and degree • Frequent and often obsessive consumers of the arts and cultural events • Loves art, music, movies, and dance - all forms of culture so much that they stay abreast of and consume it almost indiscriminately • Possess and display eclectic styles and tastes Classical KDFC – LISTENERS

Classical KDFC’s appeal is broad and diverse: From those whose knowledge is limited but passion for the music and daily usage is significant, to those with extensive classical musical experience, knowledge and passion. An advanced education is the common and consistent thread through the KDFC Radio audience:

40 to 60-Something Women- “Arts Enthusiasts“ • College or an advanced college degree • Employed in occupations that “give back”: Teacher, Non Profit Organization, Fundraiser, Counselor, Social Work • The arts are a significant part of their life, with painting and arts/crafts/fairs as hobbies • Passion for the music more important than knowledge, has the time and money to regularly attend performances and museums

45-69 Year Old - “Engineer Guys” • College educated men crossing both the Gen X and Boomer demographics • Love the complexity of classical music, approach it “analytically” • Active listener with strong opinions and tastes, attends performances often and is passionate about the musicianship and the mechanics of the performance

70+Women and Men – “Institutional Guardians” • Pre-boomer (“Silent” or “Pre-War”) generation, with classical music part of their upbringing • College educated , retired or consulting/serving on boards, “worldly” as a result of travel/life experiences • Heavy listeners, they feel disenfranchised by contemporary radio and other music platforms, enjoy the companionship of the station and have the strongest affinity with the on-air Hosts • Regularly attend performances and museums - have both the time and the money Classical KDFC – LISTENERS

Mozart Moms Culture Vultures

Executive Dads Engineer Guys

Arts Enthusiasts Institutional Guardians METRICS

KDFC BROADCAST – 7 FM’s KDFC DIGITAL

Weekly Cume: 351,400 Mo. Page Views: 353,159

Median Age: 56

Ethnic Comp: Unique Visitors: 94,621 White/Other 66% Asian 14% Hispanic 15% African-American 5% Mo. Streaming Uniques: 101,736

Gender: Male: 49.3% Female: 50.7% Mo. Streaming Listening Hours: 1,074,653

Audience Comp: P6-17 10% P18-24 4% Email database/members: 55,000 P25-34 12% P35-44 12% P45-54 13% P55-64 19% Facebook: 21,637 P65-74 18% P75+ 12%

sources: Nielsen Audio SF MSA April2016-March2017, 6+ and 18+ weekly cume/comp., Scarborough R1 2017 Aug16-Jan17 P18+, Google Analytics/Triton and Webcast Metrics 2016 AUDIENCE

Educated, Influential, Affluent, Active, Culturally Adventurous!

Target Persons % of KDFC 18+ Audience Index (Mrkt=100; 112 = 12% more likely..) Educated College Degree or More 177,964 54.9% 135

Affluent HH Income $100K+ 125,562 38.7% 102 Own Home 233,732 72.1% 135 Market Value Owned Home $1 Million+ 68,064 21.0% 121

“Gives Back”/Philanthropic (past 12 mos.) Gave $$ to Organization 235,016 72.5% 108 Performed Volunteer Work 131,574 40.6% 146

Active (past 12 months) Hiking/Backpacking 117,422 36.2% 111 Yoga/Pilates 85,124 26.3% 152 Bicycling/Mountain Biking 88,134 27.2% 112

Diverse Interests (attended past 12 mos.) Symphony Concert, Opera, etc. 57,164 17.6% 171 Museum 116,626 36.0% 129 Dance or Ballet Performance 41,176 12.7% 142 Live Theater 58,846 18.2% 106 Theme Park 96,084 30.6% 101

source: Nielsen SF MSA, Scarborough R1 2017 Aug16-Jan17 P18+ KDFC RELATIONSHIPS

With Listeners and the Arts Community

KDFC On-Air Announcers have a unique, emotional bond with the KDFC audience – their connection with the listeners has recruited 24,000+ donors who contribute over $3.5 million annually to content they get for FREE!

Shared-goal partnerships with the 700+ symphonies, theatre groups, opera companies, museums, vocal/choir groups, dance and ballet companies that make up the Bay Area Arts ecosystem

Classical KDFC brings the Arts to the People…and the People TO The Arts! KDFC EDUCATION and OUTREACH

KDFC Instrument Drive KDFC’s year-round effort to collect gently-used instruments and distribute them to kids, schools, and music programs in undeserved communities throughout the Bay Area. Need to add # instruments collected, # of students impacted, and number of schools Kids Discovery Days KDFC’s twice yearly, family-focused events are held at partner educational venues (Fall 2016 event @ Tech Museum of Innovation in San Jose) that are a destination for families/children. These interactive, get your “hands-on” events to add significance and immediacy to the KDFC Instrument Drive and feature vocal and musical performances from partner and local youth organizations, interactive and musical activities and workshops from partner arts groups, a live broadcast, and the KDFC Musical “Petting Zoo”! Neighborhood Arts Spotlight The Northern California Arts Community boasts hundreds of organizations…music, theater, dance, visual arts, digital arts, and many that are breaking new ground in ways that are hard to classify! Many of these groups are small…with shoe-string budgets and limited resources, so their inspired and sometimes groundbreaking work often goes virtually unnoticed. The KDFC Neighborhood Arts Spotlight showcases nearly 100 of these groups annually across its Seven (7) FM signals, digital, email, and social media assets State of the Arts Showcase of Bay Area performing arts organizations and cultural offerings – activities, concerts, soloists, and ensembles. Every weekday at 7:58am, 12:58pm, and 5:58p, and on KDFC.com and KDFC Mobile

Moodles A free mobile app created by the USC Radio Group’s New Media team that makes it fun and easy to create, record and share original music with friends — no real instruments or classes required. Kids can record a "musical doodle" on their computer or mobile device while “Moodles” animates it, turning music into the ultimate form of play while teaching kids about music composition, history, and listening. Created for kids 6-12, with social/sharing components expanding its reach across social platforms and generations, “Moodles” provides unfettered access to music/education regardless of geographic, socio-economic, or educational barriers Why Work With…

Massive, Multi-Platform Broadcast and Digital REACH Across Northern California

A Highly Educated, Influential and Engaged Audience: The LEADERS, THINKERS, and ACHIEVERS that fuel the Bay Area’s innovative culture and economy

Cost Effective: Classical KDFC delivers “contextual” reach at “non NPR” investment/pricing - Listeners come to KDFC for only TWO (2) reasons: 1. Great Music 2. What’s Happening in the Arts Community

Creative – emotionally resonant, enriched 15 or 30-second messages to an engaged participant – vs. a dry read, 15-second “support” spot

Inspiration – a transformational environment of “goose-bumps” vs. “information” and news

Independent – your messages are one of a few (less than 2 minutes of sponsorship an hour) vs. one of MANY (12- 16++ different sponsor messages per hour)

Social IMPACT – sponsoring KDFC provides support of, access to, and amplification for the hundreds of non-profit arts groups that enhance education initiatives and make the Bay Area a vibrant place to live and work

Scale and Perspective – Listener supported KDFC reaches more people in a week than the largest Arts organizations do in an entire season – KDFC is a VOICE for the Arts

Halo Effect “Credit” and Branding – KDFC provides amplification of your companies’ role in supporting the Arts ecosystem and making our community a better place to live and work

Educational Outreach – KDFC’s educational initiatives and broadcast/digital profiles of the Arts delivers on its mission to provides access to great classical music, offer education and insight to this music for a sophisticated Bay Area audience, and supports the local arts community as its voice of the arts and as a portal to the rich diversity of our performing arts scene Classical KDFC – FM Signals/Coverage

104.9 FM 90.3 FM 89.9 FM Wine Country: Silicon Valley: San Jose - The Peninsula San Francisco-Berkeley-Oakland Napa – Santa Rosa

92.5 FM 90.3 103.9 95.9 North Bay: Ukiah -Lakeport Los Gatos -Saratoga Monterey Big Sur KDFC On-Air Hosts

KDFC’s live and local Hosts are your guides in musical discovery throughout the day, offering compelling information about the music, composers, musicians, and cultural arts events throughout Northern California. KDFC’s contemporary presentation is lively yet casual, foreground yet comfortable, non-intrusive yet with great presence - Intended to inspire and calm, transport and transform, lift and comfort.