Update PRPD Content Conference Washington, DC – August 15, 2017 Managed by the Staon Resource Group

Our broad goal for Classical Music Rising is a strategic vision for classical music radio anchored in public service, reaching more diverse audiences, and bridging the enduring strength of broadcast radio, the growing power of digital media, and the direct connecons of in-person acvies.

PRPD - Classical Music Rising 2017 2 Project Quesons

• Who are our 21st-century audiences? • Where’s the talent pipeline to host and run our staons? • What’s our place in the digital space? • What are revenue opportunies and new business models? • How can we increase awareness and engagement for our services?

PRPD - Classical Music Rising 2017 3 27 Staon Partners

• WQXR – New York Public Radio • WGUC – Cincinna Public Radio • KUSC - Los Angeles • WCLV – ideastream, Cleveland • WFMT – Chicago • KMFA – Ausn • KDFC – San Francisco • WOSU Classical 101 – Columbus • WETA – Washington • WFCL – Nashville Public Radio • WRTI – Philadelphia • WUOL – Louisville Public Media • WCRB – Boston • WXXI – Rochester • KING – Seale • KHPR – Hawaii Public Radio • KBAQ – Phoenix • WDPR Discover Classical – Dayton • Minnesota Public Radio • KCME – Colorado Springs • KOVD - Colorado Public Radio • KBSU – Boise • WDAV – Charloe • WOXR – Vermont Public Radio • WQED – Pisburgh • WILL – Illinois Public Media • Capital Public Radio, Sacramento

PRPD - Classical Music Rising 2017 4 Building Connecon, Parcipaon, and Awareness

PRPD - Classical Music Rising 2017 5 www.ClassicalMusicRising.org

PRPD - Classical Music Rising 2017 6 Understanding Classical Music Radio’s Audiences

PRPD - Classical Music Rising 2017 7 Making the Case

The Classical Staon as Community Connector

“We share a strong sense that sustaining our mission and our organizaons requires more than our broadcast service alone, and that there are opportunies for classical staons to be a force for good in our communies.”

PRPD - Classical Music Rising 2017 8 Making the Case Working Group

• Jennifer Ridewood, Chair - KING, Seale • George Preston - KCME, Colorado Springs • Bill Lueth - KDFC, San Francisco & KUSC, Los Angeles • Joe Barr & Paul Conley - Capital Public Radio, Sacramento • Brian Newhouse - Minnesota Public Radio • Anita Bugg & Nina Cardona - WFCL, Nashville • Deborah Acklin - WQED, Pisburgh • Deborah Lein - consultant

PRPD - Classical Music Rising 2017 9 PRPD - Classical Music Rising 2017 10 The Big Themes: Our Best Bets

1. Music Educaon 2. Classical ecosystem leadership 3. Civic vitality and pride

Next steps led by Deborah Lein

PRPD - Classical Music Rising 2017 11 Strengthen Classical Music Radio’s Workforce Working Group: • Judy McAlpine, Lead • Frank Dominguez – WDAV, Charloe • José Fajardo – Hawaii Public Radio • Daniel Gilliam – Louisville Public Media • Ruth Phinney – WXXI, Rochester • Maggie Stapleton – KING FM, Seale

Bring new voices, new perspecves, and a diverse new generaon into our organizaons

PRPD - Classical Music Rising 2017 12 PRPD - Classical Music Rising 2017 13 Working Group Recommendaons

• Training modules for on-air presentaon skills and digital skills for hosts and producers • A fellowship/internship program to develop new talent at staons with a goal of increasing diversity and new ideas • A partnership with AIR Media on a project designed to increase diversity and skills related to classical music content, parcularly digital content

PRPD - Classical Music Rising 2017 14 Branding, Promoon & Markeng Classical Spark A tune-in campaign to increase listening and listener support via focused staon branding and promoon

Download materials on CMR website: • Classical Spark Project Descripon • Best Pracces Guide to Effecve On-Air Posioning & Promoon

PRPD - Classical Music Rising 2017 15 Digital Next Steps

• Music Rights • Metrics and analycs to beer understand what our audiences want and how they are using our digital offerings • Digital strategies and opportunies Led by Judy McAlpine, McAlpine Creave Consulng

PRPD - Classical Music Rising 2017 16 Visit the Resources secon of www.ClassicalMusicRising.org

PRPD - Classical Music Rising 2017 17 Stay in touch!

• Wende Persons, Managing Director, Classical Music Rising [email protected] (917) 691-1282

• All Things Classical newsleer sign up: www.ClassicalMusicRising.org

PRPD - Classical Music Rising 2017 18 Classical Music Rising is a project of the Staon Resource Group, supported by parcipang staons and a grant from the Andrew W. Mellon Foundaon. For more about the overall project visit www.ClassicalMusicRising.org

PRPD - Classical Music Rising 2017 19