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WKSU media Guide

89.7

On Air OnLine On Demand The WKSU 89.7 Audience

Return on Education Personally attended (in past year) Some College 69% IX Home & Garden Show 8% Your Investment College Grad 39% Art Museum 16% • 90% of listeners have been moved to Post Graduate Work 22% Live Theatre 21% Professional Sporting Event 39% take action by listening to NPR Occupation Symphony/Opera 13% White Collar 46% Zoo 28% • 66% of listeners have done further Professional/Specialty 22% Museum of Art 11% research into a topic Household Income 10% Over $50,000 67% Great Lakes Science Center 11% • 68% of listeners have visited a Over $75,000 37% Rubber Ducks Baseball 13% website referenced by NPR $100,000 - $249,000 25% Household Characteristics Home Value Buy Locally Grown Food 45% • 66% of NPR listeners agree that Owns Home 73% Buy Organic Food 17% when price and quality are equal, $150,000 - $249,000 23% Pay More for Eco-friendly they prefer to buy products from Owns 2nd home/real estate property 11% Products/Svs. 22% businesses that support public radio Contributions (in past year) Energy Efficient Windows 45%

Data Source: 2013 NPR Audience Insight & Research Arts/Cultural Organization 16% Travel Social Care/Welfare 18% Personal Round-trip Air Travel Environmental 8% in Continental U.S. (past year) 30% Other Media Usage Personal Round-trip Air Travel Outside U.S. (past 3 years) 11% NY Times (M-F) 15% Wall Street Journal (M-F) 9% Engage Northeast (M-F) 21% Plain Dealer (M-F) 15% ’s most Canton Repository (M-F) 13% educated, affluent and influential listeners.

1 The WKSU 89.7 Audience

WKSU Listeners, Compared to the Population, are:

Affluent Philanthropists • 62% more likely to have an income • 84% more likely to contribute money more than $100,000 to arts/cultural organizations • 195% more likely to have an income • 27% more likely to contribute money more than $250,000 to social/welfare organizations Well-Educated Environmentally Conscious • 70% more likely to have a • 251% more likely to participate in four-year college degree eco-friendly activities on a regular basis • 114% more likely to have a • 88% more likely to pay more for post-graduate degree eco-friendly products Professionally Influential Active • 194% more likely to have • 124% more likely to go snow skiing professional/related occupations • 36% more likely to go hiking • 188% more likely to have Community Minded The WKSU 52% male education/training occupations • 486% more likely to read the • 162% more likely to have audience is newspaper six times a week 48% female business/financial occupations • 88% more likely to vote • 225% more likely to be self-employed/entrepreneur 63% of listeners are between Purchasing Power the ages of 35 and 64 • 386% more likely to spend between $500-$999 on consumer electronics per year • 89% more likely to own a personal watercraft • 88% more likely to spend up to 63% $5,000 annually on landscaping 35 64 • 62% more likely to own a second home Culturally Passionate • 77% more likely to attend a symphony concert, opera, play, etc. • 23% more likely to visit an art museum

2 Program Schedule

WKSU 89.7 On-Air Schedule

MON-FRI SAT SUN Listen to WKSU programs 24/7 on an HD Radio, 5 a.m. To the Best of Our Knowledge smartphone or tablet, 6 a.m. Inside Europe Travel with Rick Steves Morning Edition or online at .org. 7 a.m. Living on Earth On Being 8 a.m. Weekend Edition Weekend Edition WKSU HD 1: On-Air 9 a.m. The Takeaway WKSU HD 2: Folk Alley 10 a.m. Wait Wait ... Don’t Tell Me On Point A Prairie Home Companion WKSU HD 3: Classical Car Talk 11 a.m. WKSU HD 4: News and Information 12 p.m. Whad’Ya Know Car Talk Here and Now 1 p.m. This American Life Wait Wait ... Don’t Tell Me 2 p.m. Fresh Air Fresh Air Weekend The Splendid Table 3 p.m. The World On the Media TED Radio Hour 4 p.m. Radiolab Snap Judgment 5 p.m. All Things Considered All Things Considered 6 p.m. Marketplace A Prairie Home 6:30 p.m. All Things Considered Folk Alley Radio Show Associate your organization Companion 7 p.m. Q with a major NPR 8 p.m. In Performance award-winning news 9 p.m Classical Music Classical Music to and information station. 4 a.m.

3 Northeast Ohio’s Largest Public Radio Service

22 Northeast Hot Zip Codes: Ohio Counties 44303/44313/44320 Akron/West Akron Served by WKSU 44202 Aurora Ashtabula 44023 Bainbridge Ashland 44140 Bay Village Ashtabula 44122 Beachwood/Shaker Heights Painesville LAKE Carroll 44708/44709/44718 Canton ASHTABULA Columbiana 44022/44023 Chagrin Falls/Moreland Hills Cleveland Chardon Coshocton 44026 Chesterland Lorain Cuyahoga CUYAHOGA GEAUGA 44106/44113 Cleveland Sandusky Erie 44118 Cleveland Heights/University Heights ERIE Oberlin PORTAGE TRUMBULL Geauga 44321/44333 Copley/Fairlawn Harrison 44221/44223 Cuyahoga Falls LORAIN Warren PA Holmes 44236 Hudson HURON MEDINA Youngstown Huron 44240/44242 Kent SUMMIT Kent MAHONING Lake 44124 Lyndhurst/Mayfield Heights/ Pepper Pike ASHLAND Lorain 44646 Massillon RICHLAND WAYNE STARK Mahoning 44256/44281 Medina/Wadsworth CRAWFORD Medina Canton COLUMBIANA 44663/44622 New Phildelphia/Dover Portage Dover 44720/44721 North Canton New Philidelphia Richland 44074 Oberlin Stark MORROW HOLMES CARROLL 44870 Sandusky TUSCARAWAS Summit 44139 Solon JEFFERSON Trumbull 44224 Stow/Monroe Falls KNOX Tuscarawas 44685 Uniontown COSHOCTON HARRISON Wayne 44303/44313 West Akron WV 44145/44116 Westlake/Rocky River 44691 Wooster Distribution of Listeners Medina, Portage, Summit – 39% Ashtabula, Cuyahoga, Geauga, Erie, Lake, Lorain – 37% Ashland, Carroll, Holmes, Stark, Tuscarawas, Wayne – 24%

4 Online and On Demand

Be Connected WKSU.ORG Attracts Listeners Other underwriting opportunities with WKSU include banner ads and in-stream messaging on wksu.org. Be connected with our audience on the • Number of visitors per month Web and on-demand. Your message could be heard on the radio, seen on over the last 12 months: wksu.org and heard/seen on the WKSU app for mobile devices. 62,865 • Page views per month: 103,701 • Unique visitors per month: 39,639 • Percent of new visits per month: 55.2% • Average ad impressions delivered per month: »» For sponsor ads: 12,407 impressions/month 2.6% CTR »» For logo position: 12,407 3.1% CTR

Data source: Google Analytics

Deliver your marketing presence via multiple media platforms.

5 The Halo Effect

% Aware of % Aware of The Halo Effect is the positive attitude that listeners have towards FinancialPercent Services Aware Brand Home Improvement Brand companies/organizations that support the community service of of Financial Services Brand NPR and public radio stations.

Association with public radio 22% higher than ’ builds positive brand perceptions 34% higher than Non-Listeners Non-Listeners’ brand brand awareness awareness

Before 1 Year 3 Years Before 2 Years 4 Years Sponsorship Later Later Sponsorship Later Later

Community- % Aware of % AwarePercent of Aware Data Source: 2013 Jacobs focuseFinanciald / Services Brand Home Improvement Brand Media, NPR Listener of Home Improvement Brand Surveys, Lightspeed Kindred Spirits Research

Supporters / Giving 22% higher than Back / Smart Marketers ’ 34% higher than Non-Listeners Non-Listeners’ brand brand awareness Low-Key / Unobtrusive / awareness Public Information / Forward- leaning

Before 1 Year 3 Years Before 2 Years 4 Years Sponsorship Later Later Sponsorship Later Later

6 Underwriting with WKSU Generates Marketing Results

What Community Leaders are Saying about WKSU

“Underwriting on WKSU is one of the best decisions the Players Guild Theatre has made. Our Joshua Erichsen audience and the listeners of WKSU enjoy quality programming, be it live on stage or via the Producing Artistic Director The Players Guild Theatre airwaves, making our partnership the perfect pairing. Our continued support of the station and Canton, Ohio its programming not only continues to reward our organization with new patrons each season, but also helps to enlighten all those who tune in each day!”

“Omnova Solutions Foundation proudly supports WKSU because their delivery of the news Theresa Carter to Northeast Ohio is both thorough and balanced. WKSU news helps Omnova Solutions President Omnova Solutions Foundation employees and all residents understand what is going on in the world by going beyond the Akron, Ohio headlines.”

“Levin Furniture is thrilled to support great public radio in our community. Sponsorship means Robert Levin connection, means involvement, means community. We hope to connect with our customers President Levin Furniture by showing them we are part of the community too!“ West Mifflin,

“Eleven years ago when I first arrived at The Wooster Inn, I was looking for a way to get the Ken Bogucki word out about the place. As an avid listener to WKSU/NPR it seemed apparent that I could Owner/General Manager The Wooster Inn best reach my target demographic, people just like me, through underwriting support of the Wooster, Ohio station. Through the years, we have continued our support and we continue to have new guests discover us when we are mentioned on WKSU.”

“In today’s incredibly fragmented market, WKSU provides my company access to an educated, James Stein diverse and affluent audience that I have difficulty reaching in any other traditional or Manager, Creative Services Summa Health Systems nontraditional media.” Akron, Ohio

Influence Northeast Ohio’s business and nonprofit decision-makers

7 Copy Guidelines

Underwriting and Paid Sample Underwriting Copy Sample PPA Copy Promotional Announcements Support for WKSU comes from … Cleveland Foundation WKSU is a noncommercial ... Wayside Furniture in Akron … This season’s Broadway In Cleveland, station, and adherence to Federal Family owned and operated since part of the Keybank Broadway Series Communications Commission (FCC) 1937. Offering five acres of furniture presents The Gershwins’ Porgy and underwriting guidelines is required. and custom-crafted cabinetry. Online Bess at Playhouse Square, February All underwriting announcements at wayside furniture.com. 4th through 16th. See what Time are 15 seconds in length and apply to Magazine exclaims is, “A don’t miss for-profit businesses and nonprofit ... Mustard Seed Market & Café … Satisfying natural food customers for theatre event! The #1 Broadway organizations. Paid promotional musical of the year.” Winner of the announcements (PPAs) are 30 over 20 years. In Montrose and Solon or at mustardseedmarket.com. 2012 Tony Award for Best Revival seconds in length and apply only of a Musical. For tickets call the to nonprofit organizations. box office at 216-241-6000 or visit playhousesquare.org. FCC Guidelines For-profit underwriting mentions may include name, location, telephone number or website address, established slogan, value-neutral description of products and services and vendor or trade names. Copy cannot use qualitative, promotional or comparative language; mention prices or contain calls to action. Nonprofit underwriting mentions and PPAs are not bound by the same guidelines. All copy is subject to approval by WKSU management to meet FCC guidelines.

8 Reach More than 3 Million People throughout Northeast Ohio!

WKSU Stations 89.7 WKSU Kent 89.3 WKRW Wooster 90.7 WNRK Norwalk 89.1 WKSU Thompson 91.5 WKRJ New Philadelphia 95.7 W239AZ Ashland

Contact the WKSU Underwriting Department today to begin your marketing strategy! WKSU 330-672-3114 1613 E. Summit St. [email protected] P.O. Box 5190 wksu.org Kent, OH 44242-0001

Kent State University, Kent State and KSU are registered trademarks and may not be used without permission. Kent State University, an equal opportunity, affirmative action employer, is committed to attaining excellence through the recruitment and retention of a diverse workforce. 14-0252