Media Guide & Market Impact Report 2015 Photo: Alix Mattingly WFPK Waterfront Wednesday® July 30, 2014, Estimated attendance: 17,500 Media Market Dominance: 200,000 weekly listeners 300,000+ monthly page views 998,000 monthly stream sessions 150,000+ face to face impressions Almost 20,000 app downloads Unmatched quality demographics Virtually unduplicated www.louisvillepublicmedia.org www.wfpl.org www.wuol.org www.wfpk.org www.kycir.org A Better Kind of Ad “As the value of attention rises, marketers need to become better managers of attention.” — Thales S. Teixeira, Harvard Business School In today’s tectonic media shift, how do marketers of quality brands find the best options in the battle for consumer attention? We now reach 200,000 of your best customers and prospects weekly LPM’s virtually unduplicated ecosystem of content platforms, combined with our exclusive brand of consumer-embraced messaging and digital products, Since the digital revolution began, the Louisville Public Media audience has grown from 75,000 to more than 200,000 weekly offers your quality brand a significant users, making LPM Greater Louisville’s dominant media choice and profound competitive advantage. for businesses that offer quality products and services. Safe has become risky Consumers’ media consumption habits have undergone major upheaval – network TV audiences and newspaper Higher attention to circulation have fallen by half since 1980, while ad rates have more than quadrupled. A 500% increase in ever your message goes more intrusive commercial advertising over the same hand-in-hand with period has made media choices and ad methods that once created results begin to repel consumers in dramatically higher R.O.I. increasing numbers. 66% of U.S. consumers now report that they will stop using a company’s products when its ads are overly intrusive or irritating. LPM’s exclusive Halo Effect = A better kind of ad Consumer-embraced messaging and digital ad platforms Listeners actually connect with your message on public radio, and describe it as “elegant”, “concise” and“informative without being obnoxious.” Our non- intrusive, contextually relevant digital ad options give your business the same connection online. 1 Louisville Public Media Bucking Traditional Media’s Downward Trend In commercial media, the audience is the product. At LPM, the audience is the point. Greater Louisville is one of only a few communities in the U.S. served by three uniquely programmed public radio stations under one roof. Our broad appeal, combined with our audience focused mission and our com- mitment to local engagement, has made LPM our market’s largest radio audience with 35-64 year-old adults. Our audience also leads the market in user loyalty. — Louisville Arbitron, Spring 2014 Since our founding in 1996, LPM’s weekly combined audience has exploded — from 75,000 weekly users to 200,000, despite the concurrent proliferation of alternative platforms and content. “WFPK is my second family. I have made “Louisville’s public radio stations are one of the many lasting friendships with the fine folks best things about this city and I’m happy to at the station along with all the amazing continue to support LPM. I only wish I could music I listen to 365 days a year.” contribute more. Keep up the GREAT work!” — Much Love, David, Member — Cathy, Member Louisville Public Media Weekly Cume Weekly Listeners (In Thousands) Spring 2014 2 wfpl.org wuol.org wfpk.org kycir.org WFPL 89.3 FM, founded in 1950, is Louisville’s news, information and entertainment station. WFPL carries in-depth news from a full-time local staff of 16 news professionals, plus news programs and entertainment features from NPR and other national and international sources. The Kentucky Center for Investigative Reporting is our award-winning team of journalists whose mission is to protect society’s most vulnerable citizens, expose wrongdoing in the public and private sectors, increase transparency in government and hold leaders accountable. Classical 90.5 FM is the region’s only 24-hour classical music station. Founded in 1976, Classical 90.5 is the place where people can escape the hectic world and enjoy beautiful music from our live programs, broadcasts from the world’s greatest symphony orchestras and opera companies, as well as current arts information, interviews and live performances. WFPK 91.9 FM is the market’s only station that airs a deep library of new, eclectic and classic music. A multi-time winner of the Best of Louisville award, “WFPK Radio Louisville” builds fanatical listener loyalty with its unique blend of music from new artists – including dozens of local artists, album cuts, acoustic, blues, folk, world, traditional jazz and more. Live performances occur almost daily, and more than 15,000 regularly turn out for our free WFPK Waterfront Wednesday® concerts. 3 4 5 A Virtually Unduplicated Media Ecosystem: Louisville Public Media LEADS ALL OTHER LOUISVILLE MEDIA In User Loyalty According to the Louisville Media Audit market report, of Louisville Public Media users report LPM stations “Louisville Public Media has 78% as their favorite, most frequently used media choice. been an integral part of Habitat This level of user loyalty is nearly double the market average. ReStore’s marketing efforts since Louisville Public Media users generate more than 4.8 million our inception in 2005. Their hours of monthly listening. loyal listeners trust the message they hear on our public radio LPM members now contribute more than stations, and we benefit from $1.6 million per year — for FREE radio. that credibility. The ability to successfully reach our primary target audience on a trusted medium has been instrumental as we continue to increase our outreach efforts in the community.” — Dale Douthat, Director, Habitat ReStore Airtight The highest levels of user loyalty and time spent make the LPM media ecosystem virtually airtight, with only 6% duplication with heavy TV Users, and 11% duplication with heavy Newspaper Users. 6 The Exclusive Public Radio “Halo Effect” “Business becomes much easier when customers like you.” Public Radio = Loyalty Public Radio Audience Loyalty – By the Numbers: “When price and quality are equal, you prefer to buy products from companies that support public radio.” Public Radio = Esteem Public radio delivers the biggest sponsor halo in the land. “Your opinion of a company is more positive when you find out it supports public radio.” Jacobs Media Underwriting Research Review 7 THE MOST THE 2014 HARRIS/NIELSEN CONSUMER POLL TRUSTED NAMES NPR THE #1 NEWS BRAND OF THE YEAR SOURCE “Something these brands have in common is their ability to connect on a very deep level with the consumers they seek to attract.” — Joan Sinopoli, SVP, Nielsen Consumer Insights “Public radio has done some amazing things over the years, and has gained some important ground, especialy since 9/11. As commercial radio’s Talk format and cable TV networks have become louder, angrier, and more dogmatic, public radio’s stature as a credible, calm voice of reason has grown.” — Fred Jacobs, CEO, Jacobs Media “I would love to share our success with Louisville Public Media! Eclipse has been so pleased with the response we have received from our existing and new customers pertaining to our advertisement with Louisville Public Media. We have definitely experienced our largest marketing response from our public radio sponsorship, and are thrilled with the association.” — Kathy Reed, Assistant Vice President of Retail Banking, Eclipse Bank THE HALO & YOUR SHARE OF VOICE 85% OF LISTENERS have taKEN direct actioN AS A result OF A PUBLIC RADIO SPONSOR messaGE. Source: NPR Research • In the ultra-low clutter public radio environment, your business receives dominant share of voice. • We limit sponsor messaging to no more than six local units per hour, and guarantee separation from competitive industries. • Your business is in the company of curated, like-minded sponsors. By policy, LPM does not accept sponsorship from political candidates or businesses that are not in keeping with our public service mission. 8 Impact 200,000 Weekly combined audience 4.8 Million Hours consumed per month KEnTUcKy-WIDE PUBLIc RADIo nETWoRK More than 500,000 weekly listeners in all 120 Kentucky counties Louisville Arbitron 12+ Spring 2014, Google Analytics Feb-June, 2014 Kentucky Network: WFPL-WUOL-WFPK-WKYU-WKUE-WKPB-WDCL-WUKY-WMKY-WKMS-WNKU-WEKU-WEKH-WEKP-WKYL Digital Strategies Monthly Audio Streams Podcast Downloads 998,943 5,600 Monthly Audio Listeners Opt-in Member Newsletters 69,000 17,000 (8,500 X 2) Monthly Page Views Facebook 304,500 27,700 “likes” Monthly Unique Visitors Twitter 115,000 20,214 followers “Advertising on multiple Cumulative Station App platforms substantially Downloads increases consumers’ 16,500 July, 2014 ability to remember an ad campaign.” — Nielsen 9 Special Event Sponsorship opportunities LPM Annual Rock ‘n’ Stroll walk/ 91.9 WFPK concert at Iroquois Park WFPK Waterfront Wednesday® MemberPerk special offers Concert Series WFPK Winter Wednesday 89.3 WFPL Concert Series UnBound series Live Lunch live broadcast series The Moth live events New Year’s Eve Countdown Ongoing speakers & member services Programming CLASSICAL 90.5 New Year’s Eve Party Classical 90.5 Summer Listening Series Forecastle Festival live broadcast More than Lunchtime Classics live broadcast series The Weekly Feed syndicated radio show/Salon.com video series 150,000 Instrumental Partners Face-To-Face impressions per year Young Artist Competition Holiday