ON-AIR ON-LINE MOBILE

89.7 FM: NPR / IN-DEPTH NEWS WUWM.COM

MEDIA KIT WHY SHOULD YOUR BUSINESS UNDERWRITING IS: UNDERWRITE ON WUWM? An on-air and/or online announcement CONNECT with a loyal, community-minded promoting YOUR business or service. audience in southeastern Wisconsin. Effective, affordable and a ENGAGE with educated, active, business tax-deductible donation. and community leaders. A partnership with WUWM. DELIVER your well-crafted message: on-air or online.

BECOME A BUSINESS SPONSOR THE POWER OF PUBLIC RADIO PROMOTE your business, product, service or WELL-CRAFTED MESSAGES event while supporting WUWM’s mission of Copy is kept clear of superlatives and hyperbole providing in-depth news and quality entertainment and is direct, succinct and informational. in southeastern Wisconsin. Local underwriting messages on WUWM are highlighted, TARGET your underwriting message by not broadcast in a cluttered commercial arena. specifi c program or time of day. Messages are not considered intrusions. Listeners view ACHIEVE your fi nancial, marketing and underwriters as supporters and partners. philanthropic goals.

SPONSORSHIP OPPORTUNITIES WUWM COVERAGE AREA

WUWM operates on 89.7 WINNEBAGO MANITOWOC DELIVER YOUR MESSAGE AUSHARA MHz with an effective radiated Oshkosh CALUMET

ON-AIR & ONLINE GREEN Riponon Fond power of 13,500 watts. LAKE du Lacac FOND DU LAC SHEBOY- Sheboygan 89.7 FM: NPR / IN-DEPTH NEWS WUWM’s primary coverage GAN

BIA Beavereav Dam West BBend e Your source for NPR News since 1967. Est. 1964. area extends throughout the e uk a z MILWAUKEE METROPOLITAN DODGE WASH- O WUWM is southeastern Wisconsin’s source for locally- INGTON Watertownere Milwaukeea AREA INCLUDING RACINE, rie produced in-depth news, quality entertainment Oconomowoc JEFFERSONF West Allis WAUKESHA AND WEST WAUKESHAW and music. WUWM carries national and international Whitewaterew OCK WWALWORTHTH RACINE

BEND. WUWM’s extended Racine LAKE MICHIGAN news from National Public Radio, American Public Media, BurlingtonBu service area includes listeners nesville Kenosha Public Radio International and BBC. WUWM is home to Beloitloit KENOSHA NEBAGO Waukegangan throughout southeastern MCHENRY the largest radio-only news department in Milwaukee. ockford LAKE Wisconsin. BOONE WUWM.COM This valuable resource provides listeners with WUWM’s News and Lake Effect stories, photos, supplemental audio, WUWM FUNDING contests, podcasts, a community events calendar and more. WUWM is funded by the people it serves. The majority of WUWM’s funding comes from–local businesses, professional fi rms and corporations, listener donations and foundations. REACH A DESIRABLE AUDIENCE WUWM’S AUDIENCE PROFILE 83.4% of WUWM’s audience is between 25 and 64. WUWM’s audience is demographically desirable. AGE 25.4% 25-34 Our listeners are upscale in income, education and profession. 15.2% 35-44 They place a high value on curiosity, creativity and social 25.8% 45-54 17.0% 55-64 consciousness. 16.6% Other

REACH A WELL-EDUCATED AUDIENCE DID YOU KNOW THAT... 64% have earned a college degree; 31% hold an advanced degree. 90,000+ listeners tune in each week. EDUCATION 31.0% Post-graduate degree More than 65,000 unique visitors visit 64.0% College graduate 20.3% Attended College our website each month. 2.9% High school graduate More than 10,000 households support WUWM. REACH AN AFFLUENT AUDIENCE More than 200 businesses provide underwriting support. 56.7% of its listeners have a household income of $50,000 or more. HOUSEHOLD INCOME 4.7% <$24,999 7.1% $25,000 - $34,999 THE PUBLIC RADIO DIFFERENCE 31.5% $35,000 - $49,999 15.5% $50,000 - $74,999 Underwriting announcements on public radio create a 14.2% $75,000 - $99,999 “halo effect” for sponsors that convey integrity, social 21.6% $100,000 - $149,999 5.4% $150,000 + responsibility and high-quality products. The trust that the 15.8% Affl uent working women-family income $75,000 audience has in its radio station is transferred to your business. 19.5% Traded Stocks/Bonds/Securities during past year. HOME OWNERSHIP 80% of listeners have a more positive opinion 45.5% Years at Present Address--10 Years or More of a company when it supports public radio. 23.2% Years at Present Address--Under 5 Years

90% of listeners have taken direct action as a REACH A PROFESSIONAL AUDIENCE result of hearing a sponsorship message. WUWM’s audience is made up of business decision-makers and opinion-leaders. 75% of listeners say that when all else is equal, OCCUPATION they prefer to buy from a public radio sponsor. 28.2% Proprietors/Managers 6.9% Business Owner/Partner/Corporate Offi cer 27.2% Professional/Technical SOURCE: Jacobs Media Research 2007. 18.5% Business to Business Decision Makers 39.0% Working Women

REACH AN ACTIVE, INFLUENTIAL AUDIENCE MAXIE’S supports WUWM and public radio in general because it is a unique way to bond ACTIVITIES 59.0% Attended Opera / Symphony / Theatre--past 12 months with the community that surrounds public 28.4% Attended Rock / Pop Music Concert--past 12 months radio. The long term goodwill that is created 50.5% Attended Movie Theater--past 4 weeks “ 32.7% Attended college or professional sports event--past 12 months among supporters of public radio is extremely 20.8% Snow Skied / Boarded--past 12 months valuable, some might even call it priceless.” 11.2% Golfed 3+ times--past 12 months 45.4% Exercised 12+ times at a health club--past 12 months –Dan Sidner, Owner and General Manager 78.9% Participated in lawn / gardening--past 12 months 96.5% Voted in Local, State, National Elections--past 12 months of Maxie’s Southern Comfort Restaurant SHOPPING 58.3% Purchased 12+ Books--past 12 months My business, B & L PHOTO, is unique and 49.5% Made 12+ Purchases online--past 12 months WUWM tells southeastern Wisconsin what I do 46.7% Shops at Mayfair Mall often 29.5% Shops at Bayshore Town Center often and where I am located. My customers appreciate 28.7% Shops at Brookfi eld Square often that I give back to the community by supporting 92.3% Buy “Green-Good for Environment” regularly / occasionally WUWM, and they tell me so when they visit. TRAVEL 27.2% Domestic Air Travel: fl ew 3+ times--past 12 months –Bob Pecher, Owner 24.0% Primary business air traveler B & L Photo MISCELLANEOUS 28.8% Frequent Wine Drinker: 3+ times--past 2 weeks 11.4% Frequent Restaurant Diner: 4+ times--past 2 weeks ” Source: Media Audit Feb-Mar / Aug-Sept 2012 LOCAL UNDERWRITING COPY GUIDELINES The Federal Communications Commission (FCC) restricts the use of MORE OPPORTUNITIES non-commercial underwriting copy. They direct that public radio’s messages simply: (1) identify the sponsor, (2) give location informa- tion and (3) provide “value neutral” descriptions of the underwriter’s products or services. WUWM NEWSWORTHY CARD SPONSORSHIP WE ARE HERE TO HELP. Is your business looking to expand We will work with you every step of the way—from ideas to fi nished your reach and fi nd NewsWorthy Card John Smith production—to make sure your underwriting announcement conveys new customers? Expires: March 2009 your desired message and complies with the FCC regulations applicable to non-commercial stations. Consider becoming a WUWM NewsWorthy Card Sponsor. • All announcements are 20 seconds. • Announcements are produced by WUWM announcer staff. The WUWM NewsWorthy Card is a benefi t to listeners who • Preamble, “Local underwriting is provided by” contribute $150 or more to the station. When you join the is included in the :20 announcement. program, your discount or offer will be distributed to new • Final approval of copy lies with the management of WUWM. NewsWorthy Card level donors (3100+ members) and listed NOTE: On-air copy is due 48 hours before on our website. Invest in your business and recognize those scheduled to air on WUWM 89.7 FM who support WUWM. to ensure timely production.

ANNOUNCEMENTS MAY INCLUDE: • Business name, operating division or parent company WUWM’S COMMUNITY • Business street location, phone number and/or website EVENTS CALENDAR • Value-neutral product or service descriptions Post your arts and entertainment events on WUWM’s • Event dates and locations FREE community events calendar at wuwm.com/events. • Up to 3 trade names, product or service listings which help identify the business GUIDELINES: • An established non-promotional corporate slogan All submissions will be reviewed and approved by a WUWM • Description of target market editor before appearing live on the site. WUWM reserves the right to edit any submissions. We do not check the details of the ANNOUNCEMENTS MAY NOT INCLUDE: event and do not take responsibility for inaccurate information. • Calls to action statements which direct the audience: to call, to visit, to try, to compare WHEN SUBMITTING EVENTS: • Qualitative statements which involve subjective • Enter the event at least 2 weeks prior to event date. evaluation of quality (e.g. fi ne, great, rich, superb) • Include your contact information in case we have questions. • Comparative descriptions or language (e.g. the best, bigger, faster) • Favorable comparisons of an underwriter to competitors or industry • Fill out all information required as completely as possible. standards (e.g. mentions of awards of recognition or merit) • Text limit: 40 words or less description • Pricing information (including “free”) and inducements • Graphic size maximum: 150 x 150 pixels to buy, sell, rent or lease • Inducement to buy statements which direct the audience to purchase E-mail us at [email protected] if you notice inaccurate the product (e.g. free trial period, 2 for 1) information in your event listing. • First or second person pronouns (e.g. I, me, you) • Language that is considered promotional

* Complete underwriting guidelines available upon request.

Questions? Contact Us! Dan Gille Anne Jedrzejczak Laurie Loomis Underwriting Representative Underwriting Representative Sr. Underwriting Representative 414-270-1139 414-270-1128 414-270-1130 [email protected] [email protected] [email protected]