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08-07 Marketing Kit Pdf.Indd Our Listeners Your sponsorship Your benefits I don’t watch TV, my im- “ Listeners Hear your Sponsorship Credit Increase your Credibility in Listeners’ Minds ages of the world come from Compared to commercial radio, public radio has Our studies show that NPR listeners perceive public radio sponsors to be honest & socially KNAU. I listen to, believe fewer and shorter breaks, which reduces clutt er and allows your message to reach KNAU’s responsible and to provide a quality product or in, and strongly support audience. Listeners pay more att enti on to an service. Fift y-nine percent of listeners surveyed “ KNAU. - B. Kitt redge, Oak Creek Canyon Listener underwriti ng credit on public radio than they do to believe that companies that sponsor programs an adverti sement on commercial radio. on public radio are more credible than those KNAU Listeners are Your Best Customers that adverti se on commercial radio. NPR listeners have many traits and Long-term Positi oning characteristi cs that make them some of your “ Transmit your company’s message to northern best customers. NPR listeners are community Arizona with a long-term positi on in any one of our We had a wonderful and business leaders, well-educated, and lead celebrated programs - Morning Editi on, Car Talk, A response and now we acti ve lifestyles. Eighty-six percent of our Prairie Home Companion, and others. Our surveyed listeners say they support businesses don’t have any room left... listeners will identi fy your company with their who support public radio.* I am a believer! favorite programming. -Erin Manzutt o, The Powell Symposium *(KNAU Member Survey, March 2008) “ NPR Listener profi le Top-of-mind Awareness KNAU in the Market Educated - listeners are more KNAU’s Underwriti ng representati ves will help you #1 Morning Drive in Flagstaff- than twice as likely as the average American to strategize a marketi ng plan to achieve your specifi c Prescott Market (KNAU/KPUB) 1 have a college degree, and are more than three marketi ng goals. Call KNAU’s Underwriti ng Team #1 Saturday and Sunday times as likely to have a graduate or today to schedule an appointment. 2 professional degree. mornings (KNAU/KPUB) Engaged - NPR listeners spend For 25 years #1 choice of college-educated considerable time outdoors, and are also much listeners3 more likely than the average to be active in #1 favorite with households their communities. earning $50K and above 4 Value-driven - more than three- #1 public radio station in quarters of listeners view social responsibility Coconino & Yavapai Counties 5 and environmental protection as “very 6 important” - a significantly higher proportion 53,000 weekly listeners 7 than the general population. 16.5% exclusively listen to KNAU A Public Service of All other data source: NPR/Jacobs Media/Edison Media Research, June 2007 Northern Arizona University The Stats Reach Audience Profi le KNAU’s audience is loyal northern - 72% purchase products because they heard an announcement on air arizona - 86% say they would support companies that support public radio - 94% say public radio programs are unique compared to other stati ons - 65% are between the ages of 35 to 64 (Source: KNAU Online Member Survey, March 2008) ...culturally enriched and infl uenti al - 46% att end theater, dances, or concerts - 72% vote and 27% parti cipate in fundraising - 74% travel domesti cally and 42% travel abroad - Twice as likely to hold a top management positi on - 3 ti mes more likely to have a college educati on - 4 ti mes more likely to read The New York Times (Source: MRI, Doublebase 2006) KNAU reaches all major citi es in northern Arizona What is Underwriting? Classical Music and News 88.7 Flagstaff & Sedona 102.5 Cott onwood & Verde Valley Underwriti ng is a 20-second message of corporate/ 90.3 Grand Canyon organizati onal support for the informati ve, cultural, and 89.3 Kingman 93.5 Payson educati onal programs broadcast on KNAU in northern 106.1 Prescott Arizona. 90.7 Show Low & White Mountains What will my message sound like? 105.3 Vernon/Concho All underwriti ng credits are read by KNAU’s hosts, in News and Talk 91.7 Flagstaff & Page order to blend with the tone of public radio. Listeners 103.3 Cott onwood & Verde Valley will hear your sponsorship credit as a seamless part of the 102.7 Page programming they enjoy and your message will air in a 89.3 Prescott clutt er-free, “non-commercial” environment. KUYI Hopi Radio rebroadcasts KNAU programming (Source: MRI, Doublebase 2006) Listen live online at knau.org Program schedule KNAU Newsroom Contacts News and Talk KNAU’s Newsroom conti nues to disti nguish itself and is one Underwriti ng Manager of the most recognized newsrooms in the country with the Mon - Fri Sat SunSat 5:00 5:00 5:00 receipt of fi ve Edward R. Murrow awards in 2008 - Moira Clark WeekendWeekend WeekendWeekend Morning Edition EditionEdition EditionEdition including “Overall Excellence”. When you identi fy your p (928) 523-8749 9:00 10:00 10:00 f (928) 523-7647 CarCar Talk Car Talk Diane Rehm A Prairie Home business name with the quality programming on KNAU’s 11:00 11:00 Companion [email protected] Talk of the WaitWait Wait Don’tDon’t Wait Wait Don’t airwaves - listeners respond. The KNAU newsroom is Tell Me!Me Tell Me Nation noon noon 1:00 This American Life Car Talk devoted to providing well-balanced news from a localist Fresh Air 1:00 1:00 2:00 Marketplace Studio 360 perspecti ve - across northern Arizona. The World Money 3:00 2:00 2:00 Marketplace On the Media Living on Earth 3:30 3:00 3:00 Earth Notes: Rooted in science and Underwriti ng All Things American Routes World Cafe Considered 5:00 5:00 Representati ve AllAll Things AllAll Things wrapped in human interest, the 6:00 ConsideredConsidered ConsideredConsidered Fresh Air 6:00 6:00 two-minute segments 7:00 AA Prairie Prairie Home A ThisPrairie American Home Shelly Watkins CompanionCompanion CompanionLife encourage listeners to think of Marketplace 8:00 7:00 7:30 TheThe Thistle Thistle andand TheAmerican Thistle and p (928) 523-8734 BBC World Service themselves as a part of the solu- 9:00 ShamrockShamrock ShamrockRoutes f (928) 523-7647 The World 9:00 9:00 10:00 CelticCeltic HeartsCeltic of Space ti on to environmental problems. ConnectionConnections Connection [email protected] All Things 10:00 11:00 Considered World Cafe Upbeat and informati ve, Earth Notes tries to foster hope 12:00 12:00 BBC World Service BBC World Service BBC World Service and dampen despair about the environment, and moti vate listeners to become more conscious and informed stewards Classical Music and News of the Colorado Plateau. Visit KNAU’s website for: Mon - Fri SatSat SunSat eNewslett er sign up 5:00 5:00 5:00 WeekendWeekend Weekend Scott Thybony’s Commentaries Audio Archives Morning Edition EditionEdition Edition 9:00 10:00 10:00 give Arizonans an enhanced Community Events CarCar Talk 11:00 Sunday understanding of our unique Membership and Underwriti ng Classical Music WaitWait Wait Wait Don’t Baroque TellTell Me!Me region - the land, people, cultures, Annual Report noon noon and more... languages, and traditi ons - through 1:00 The Writer’s Almanac 1:00 Classical Music Classical Music vibrant storytelling, history, and thoughtf ul refl ecti on. www.knau.org 3:00 Marketplace 3:30 4:00 4:00 This American Life Car Talk KNAU All Things 5:00 Indian Country News Bureau: KNAU’s News Director Daniel Considered All Things 5:00 All Things All Things 6:00 Considered Kraker brings perspecti ve and news from the Navajo and PO Box 5764 6:00 Considered Considered Fresh Air A Prairie Home 6:00 7:00 A Prairie Home A Prairie Home Hopi Reservati ons as well as border towns. Flagstaff , AZ 86011 CompanionCompanion Companion Performance 8:00 Today TheThe Thistle Thistle andand 8:00 (928) 523-5628 ShamrockShamrock 9:00 9:00 Hearts of Space State Capitol News: Howard Fischer’s state capitol reports CelticCeltic Connections 10:00 1 Flagstaff -Prescott Arbitron MSA, AQH Share, Persons 12+, M-F 6A -10A, Sp08 Connection keep KNAU listeners up-to-date on new laws and policy 2 Classical Music 10:00 KNAU/KPUB simulcast, Flagstaff -Prescott Arbitron MSA, AQH Share, Persons Classical Music 12+, Sat/Sun 6A-10A, Sp08 Classical Music debates at the state legislature and from the Governor’s 3 Flagstaff -Prescott Arbitron MSA, AQH SHare, Persons 18+, M-Sun 6A-Mid, Sp08 4 Flagstaff -Prescott Arbitron MSA, AQH SHare, Persons 12+, M-Sun 6A-Mid, Sp08 offi ce that impact northern Arizona. 5 Phoenix Arbitron, Coconino and Yavapai Counti es, Cume & AQH Persons 12+, M-Sun 6A-Mid, Sp08 Gray blocks indicate programs that are simulcast 6,7 Phoenix Arbitron Total Market, Cume Persons 12+, M-Sun 6A-Mid, Sp08.
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