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 Choral Festival
Spring/Fall Membership Campaigns “New Member Business Challenge” Sponsorships Station-specific premium sponsor (one per year) Daily Prize Sponsor (5 per drive) Station Luncheons and Guest Opportunities Photo: Alix Alix Photo: Mattingly 10 WFPK Waterfront Wednesday® LPM Will Have a Major Impact On Your Digital Strategy
Louisville’s Heavy Internet Users
LPM delivers heavy internet users.
LPM delivers e commerce shoppers.
11 Coverage Map
12 The Facts Behind the Decline In Effectiveness and Increasing Costs Of Traditional Consumer Advertising
Since 1980
13 Today, the Number of People Actually Exposed to an Ad in Commercial Media is an Increasingly Small Percentage of Total Users
An abundance of modern consumer data now allows marketers to calculate the effects of ad avoidance to determine the Net Potential Impact (NPI ) of a media buy using common advertising.
Advertising Net Potential Impact
Vizu Corporation, Why Consumers Hate Advertising and What They are Doing About It Arbitron/Edison Media, Will Your Audiences Be Right Back After These Messages Nielsen, Consumer Trust in Traditional Media Ads Fall
Louisville Public Media Offers a Better Kind of Ad
88% positive affinity scores even higher with consumers than a word-of-mouth referral from a trusted friend, on a much larger scale, in a way you control.
Isn’t that the ultimate goal of any ad?
No other media option delivers this connection.
14 “It appears that advertisers’ “solution” to audience avoidance of their messages is to increase the number of messages, so even the effort of commercial avoidance becomes a source of audience frustration.”
Understanding Advertising Clutter, Journal of Consumer Marketing, 2006
66% of U.S. consumers now report that they will stop using a company’s products when its ads are overly intrusive or irritating.
“All this advertising might work if it dealt with captive audiences, like shooting fish in a barrel, but the fish are learning to swim faster and are developing armor plate.” Howard Gossage, Is Advertising Worth Saving?
“We’re in a period now where consumers are in control of their media truly, and it’s not just television,” Joe Mandese, editor-in-chief of Media Post, said. “It’s everywhere, and I think that’s really challenging Madison Avenue and advertisers and agencies to find new ways of breaking through to connect with people.”
Cutting Through Advertising Clutter, Caitlin A. Johnson, CBS News
“There has been a change not just in consumer behavior, but in consumer thinking. Consumers have discovered that their free time and attention are both limited and valuable. And just like money, they want to use it wisely, not just give it away. It’s consumers that have changed and now marketing is trying to catch up.”
ElektrikInk, Has Advertising Changed, Or Has the Consumer?
15 Copywriting for Connection
Today’s consumers overwhelmingly reject the volume, noise, claims and intrusion of commercial advertising across all platforms.
We offer our clients a message platform that exceeds word of mouth from a trusted friend in consumer acceptance. Eight out of ten public radio listeners go out of their way to take their business to our sponsors. Not only do they share a common bond with our sponsors, they respond with gratitude to our ultra-low clutter environment and your informational message that doesn’t insult their intelligence or intrude on their lives. They frequently describe our sponsors’ messages as “elegant”, “concise” and “informative without being obnoxious”.
Your message on our stations includes the information that our listeners value and act on: • • Your name • • Your products and services, identified by brand name • • Your established corporate slogan, provided that it meets FCC requirements (below) • • Location information • • Telephone number • • Web site or social media address • • Downloadable value • • Time in business, local ownership or other relevant facts • • Time sensitive or event information Our non-commercial broadcast license prohibits ad content that consumers most reject: qualitative, comparative or promotional language, calls to action, price information and inducements to buy or sell.
Your message will be delivered by the trusted voice of our on-air hosts. We do not use pre-produced announcements or music beds. There is no charge for production, and copy can be updated as necessary. Final copy approval lies with Louisville Public Media, who reserves the right to edit for legality and to decline support that is deemed incompatible with our mission.
Examples: “Support for Louisville Public Media comes from our contributing members, and also:
Carmichael’s Bookstore, where author Sue Grafton will autograph copies of her new book this Thursday at 7pm at the Bardstown Road store. To reserve a space in line, Carmichael’s number is 456-6950.”
Quest Outdoors, born in Louisville in 1983, outfitting adventurers with gear and sportswear from North Face, Patagonia, Mountain Hardwear and more, with a kayaking demonstration this Saturday at 10. Quest Outdoors, in The Summit and Shelbyville Road Plaza. Outdoor adventures begin here.”
Locally owned Eclipse Bank in St. Matthews, offering Mobile Deposit. Eclipse customers can use their smart phone camera to deposit checks directly into their checking accounts – from anywhere. A video demonstration of mobile deposit is available by clicking the Mobile Banking icon at ‘Eclipse Bank dot com’.”
16 When You Become A Sponsor, You Receive Member Benefits
SPONSOR Level: $5000 to $10,000 annually • • Bi-weekly LPM Member “eNews” letters about LPM happenings • • 1 free lunch at any weekly Live Lunch or Lunchtime Classics broadcast (reserved seat on a first-come basis) • • “Beat the Box Office” opportunities for your employees, for early access to purchase tickets to select area concerts and events • • “Proud Supporter” window clings for your store locations • • LPM logo for use on your website to further promote your support of the LPM mission • • Louisvillepublicmedia.org sponsor listing with link
SUSTAINING SPONSOR Level: $10,000 to $25,000 annually All of the above benefits, plus: • • 2 free lunches at any weekly Live Lunch or Lunchtime Classics broadcast (reserved seats on a first-come basis) • • Invitation to the annual Partners reception to meet Louisville Public Media on-air hosts, producers, reporters, managers, donors and supporters • • A sponsor testimonial in LPM Member “eNews” • • Opportunity to provide Louisville Public Media “Members Only” offers via select LPM social media platforms • • Access to sponsorship of LPM-branded digital platforms
VISIONARY SPONSOR Level: $25,000+ annually All of the above benefits, plus: • • Client to voice an on-air sponsor testimonial • • VIP invitations to all special events, such as in-studio recording sessions, select members-only live performances (first come basis), private events with national public radio hosts and other distinguished guests of Louisville Public Media • • Private lunch with Louisville Public Media President Donovan Reynolds
17 Bennett & Co. CPAs
Louisville Public Media – where quality brands prosper.
“We are getting so much positive feedback about our Louisville Public Media campaign! Wow! I wish we had started these years ago! Our sponsorship resonates with our patients. Almost daily, they thank our doctors for supporting Louisville Public Media. This shows our message is being heard, and understood by your listeners, who are also our patients. These are articulate, educated, informed people who appreciate the medical care we offer.”
— Mark M. Prussian, Chief Executive Officer, The Eye Care Institute
Louisville Public Media 619 South Fourth Street Louisville, KY 40202 (502) 814-6500 www.louisvillepublicmedia.org