Beloit Crystal Lake St. Charles Sterling LaSalle Northern Public Radio’s listening area covers an expansive portion of Northern Illinois and Southern Wisconsin. WNIJ is 89.5 FM – NPR News/Intelligent Talk WNIU is 90.5 FM (105.7 in Rockford) – 24 hours of classical music Our WNIJ “repeater” signals are: WNIE (89.1) in Freeport … WNIW (91.3) in LaSalle … WNIQ (91.5) in Sterling Visit our websites for additional information and to access “Listen Live” audio streaming through your computer or mobile device: www.wnij.org www.wniu.org www.northernpublicradio.org Public radio’s value proposition is wholly distinct from commercial radio in a handful of very important ways. Favorable association for sponsors Corporate sponsors benefit from their connection to public radio. Listeners agree that public radio sponsors are more credible than commercial advertisers. My opinion of a company is more positive when I find out 72% agree it supports public radio Favorability and purchase preference among listeners Public radio listeners are more likely to take a direct action as a result of sponsorship, acting on their preference to do business with partners of their stations. When price and quality are equal, I prefer to buy products 67% agree from companies that support public radio Listeners are most likely to respond by visiting sponsors' websites, considering new products, and/or attending events and activities. I have taken direct action based on companies' 85% agree underwriting messages Passion so strong, it translates into financial support Listeners love Northern Public Radio programming—and they validate this passion with their checkbooks each year, accounting for about 39% of the station’s annual budget. SOURCE: NPR & Knowledge Networks study, October, 2010 National Public Radio programming attracts an audience most notably distinguished by its educational attainment and professional success. Listeners are your choice consumers, savvy business leaders, and influentials who are active in their communities.* LIFESTYLES of the NPR news listener vs. the average American: U.S. NPR Adults Listener 56% 78% - vote 18% 26% - participate in fundraising 4% 16% - participate in environmental groups / causes 18% 33% - contribute $250 or more to a non-profit organization 14% 28% - attend live theater 4% 14% - attend classical music / opera performances 14% 34% - visit museums 9% 26% - attend art galleries or shows 50% 69% - dine out 40% 63% - read books 22% 34% - cook for fun 36% 49% - participated in outdoor gardening 9% 19% - grow herbs 44% 59% - follow a fitness program (2+ times a week) 32% 44% - walk for exercise 25% 42% - own any financial securities 31% 53% - have IRA 18% 30% - have 401k retirement savings 8% 16% - seek financial planning or money management counsel 76% 92% - own a home computer 38% 70% - make purchases online 54% 76% - travel domestically 27% 44% - traveled internationally within the past 3 years *SOURCE: NPR Profile 2011, MRI Doublebase 2010 EDUCATION NPR News Audience 69% Classical Audience College 69% Degree Total US Adults 27% 31% Post 31% Graduate 9% 0% 20% 40% 60% 80% Want to capture the educated audience? • Almost 60% of Northern Public Radio listeners have a college degree. • WNIJ and WNIU listeners are twice as likely to be college graduates than the average radio listener in our market. • WNIJ and WNIU are typically the top two stations in the market in this category. NATIONAL SOURCE: MRI, Doublebase 2010 LOCAL SOURCE: Arbitron – Radio Research Consortium, Inc., Rockford TSA, Mon-Sun 6a-12m, Information represents a 3-survey average: Spring 2010 – Spring 2011. Arbitron data are estimates only. EMPLOYMENT NPR News Audience Classical Audience Total US Adults 51% Professional/Managerial 44% 23% Business Purchases 22% 16% $1,000 and up 9% 13% Business 8% Owner/Partner 6% 0% 20% 40% 60% Work is very important to most NPR listeners: • 97% more likely to be president of a corporation • 104% more likely to be owner/partner of a business Source: MRI Doublebase 2010 Base: Total U.S. Adults HOUSEHOLD INCOME (HHI) NPR News Audience 63% Classical Audience HHI $75,000+ 58% Total US Adults 39% 45% HHI $100,000+ 42% 25% 0% 20% 40% 60% 80% Public Radio Listeners Are Affluent! • 113% more likely to have a household income of $250,000 or more • 143% more likely to own securities valued at over $150,000 . NATIONAL SOURCE: Source: Mediamark Research, Doublebase 2010 Base: Total U.S. Adults 54,100 WNIU WNIJ 77,000 Total Coverage 118,800 0 50,000 100,000 150,000 BY THE NUMBERS • WNIJ, (including regional repeater stations, WNIE, WNIQ, and WNIW) reaches 77,000 listeners each week • WNIU reaches 54,100 listeners each week • Combined, the stations of Northern Public Radio reach 118,800 listeners each week SOURCE: Arbitron – Radio Research Consortium, Inc., National Regional Database, Rockford/Chicago Persons 12+ Mon-Sun 6a-12m, Spring 2011. Arbitron data are estimates only. WNIJ Cume (Rockford TSA, Mon-Sun 6am-12m, Persons 12+) 50000 45000 40000 35000 30000 25000 20000 15000 10000 5000 0 S98 F98 S99 F99 S00 F00 S01 F01 S02 F02 S03 F03 S04 F04 S05 F05 S06 F06 S07 F07 S08 F08 S09 F09 S10 F10 S11 Cume Trend With media habits continuing to change, general radio listening is “down,” while public radio listening is “up!” SOURCE: Arbitron – Radio Research Consortium, Inc., Rockford TSA, Mon-Sun 6a-12m, 1998 - 2011. Arbitron data are estimates only. AGE • WNIJ’s audience covers a wide range of age groups, with 77% of listeners between 25 - 64. • WNIU’s audience skews older, with 76% of listeners age 45 and up. Listeners By Age Group Listeners By Age Group 12-24 12-24 65+ 5% 3% 18% 25-44 65+ 21% 32% 25-44 33% 55-64 22% 45-54 20% 55-64 45-54 24% 22% SOURCE: Arbitron – Radio Research Consortium, Inc., Rockford TSA, Mon-Sun 6a-12m, reporting a 4-survey average through Spring 2011. Arbitron data are estimates only. “Listen Live” at www.wnij.org WNIJ host, Dan Klefstad National Public Radio’s two major news productions start and wind down each business day on 89.5 WNIJ. For more than two decades, NPR's Morning Edition has prepared listeners for the day ahead with up-to-the-minute news, background analysis, commentary, and coverage of arts and sports. Morning Edition – with hosts Renee Montagne and Steve Inskeep - draws public radio's largest audience, airing locally between 5 and 9 am daily. Many listeners wind down their weekday with All Things Considered, broadcast from 3 to 7 pm on WNIJ. NPR’s longest-running production continues today with hosts Robert Siegel, Michele Norris, and Melissa Block presenting the program's trademark mix of news, interviews, commentaries, reviews and offbeat features. And WNIJ listeners don’t tune out once the weekend arrives… As it happens, “appointment listening” to 89.5-WNIJ remains high on the weekends! Lots of people plan their days around being able to hear Car Talk uninterrupted. They take the News Quiz along with the panelists on Wait, Wait… Don’t Tell Me. And Garrison Keillor’s iconic variety program, A Prairie Home Companion, exemplifies what radio does best: enlighten and entertain through stories, music, and humor. In fact, two of the most popular programs on the WNIJ schedule - Car Talk and A Prairie Home Companion - air on both Saturdays and Sundays to accommodate as many interested ears as possible. “Listen Live” at www.wniu.org WNIU is the area’s only full-service, non-commercial classical music station. Tune in for beautiful, timeless classical music, broadcast 24 hours a day, 7 days a week. Special Features: * The Writer’s Almanac – with Garrison Keillor, 11:00am * Metropolitan Opera – Saturdays,12:30 to 4 pm [In season, December through April] * Sunday Baroque – Sundays 7-10 am Spotlights composers such as Bach, Vivaldi, and Handel - cornerstones of the pre-1750 Baroque era * Rockford Symphony Orchestra – Mondays, T.B.A. Recent RSO concerts are replayed on select Monday evenings throughout the symphony season .