Public Radio In Our Community

Today we’d like to….

4Define public radio

4Introduce you to our Broadcast Service

4Outline the Northern Public Radio mission

4Describe our programs and audience

4Demonstrate public radio’s value to the community

What is public radio?

• Public broadcasting exists - in some form - all over the globe. In the United States, the concept of "non-commercial, educational" broadcasting emerged in the 1940s, when the low end of the FM band was reserved for such stations.

• Today, more than 900 public radio stations across the country broadcast National Public Radio (NPR) programming – reaching a combined audience of 33 million* listeners weekly.

* Arbitron – Radio Research Consortium, Inc. Fall 2008

What is public radio?

• In the United States, the majority of funding for public broadcasting comes from community support. Sources of funding include on-air membership drives and the sale of underwriting ‘spots’ to sponsors. Messages on these stations are typically purchased as 10 or 15 second live reads.

• More than 50% of Northern Public Radio’s operating revenue comes from listeners and local businesses.

What is public radio?

• With its extraordinary, credible programming, public radio is a powerful medium that attracts equally-exceptional audiences.

• In-depth coverage of world and national events… cultural performances… and fascinating subjects are hallmarks of National Public Radio (NPR) productions. Additional programming also comes from independent producers and local affiliates in each market.

WNIU first signed on the air in 1954, serving our community for more

than 50 years.

In 1971, we became a charter member of National Public Radio, a network which now reaches 33 million listeners across the country.

In 1991, Northern Public Radio expanded to include a second FM signal;

WNIJ is now an NPR news, talk, and entertainment format, while WNIU

broadcasts continuous classical music.

Our Broadcast Service

*Northern Public Radio is the Broadcast Service of Northern Illinois University

…to enrich, inspire and inform adults in northern Illinois and southern Wisconsin

through programs and services that share ideas, encourage thought, give pleasure

and create community.

The Northern Public Radio Mission

• Radio Programming

• Community Sponsorships

• Public Service Announcements

• NIRIS – Northern Illinois Radio Information

Service

Services That Fulfill Our Mission

…airs NPR News programs such as Morning Edition and All Things Considered, plus popular entertainment programs like Car Talk and A Prairie Home Companion

…airs Classical Music 24 hours a day, featuring the live Metropolitan Opera when in season and Sunday Baroque on weekends

Radio Programming

WNIJ host, Dan Klefstad

Programs

24-hour commercial-free classical music

Local NewsWNIJ’s local news staff covers a range of breaking stories and in-depth features on people, places, and happenings within our listening communities. Dozens of WNIJ news productions have been recognized with “Journalism Excellence” awards by the Associated Press and other industry organizations over the years.

Community SponsorshipsWNIJ / WNIU provides on-air support to many community events and causes each year, especially those most closely related to our mission, programming, and audience interests.

In 2011 alone, Northern Public Radio provided more than 2,000 media sponsorship announcements for various local organizations, representing a value of over $25,000 in on-air time. Official station Sponsorships generally include a schedule of :30 spots plus home page presence on our website, where listeners can link to additional information. Furthermore, we freely air thousands of Public Service Announcements for area non-profits each year. Organizations may fax or mail information directly to our news room or utilize the “Submit Event” function available under our website’s Events tab.

Northern Public Radio News Room801 N. First Street www.wnij.orgDeKalb, IL 60115 www.wniu.orgPHONE: 815-753-9000FAX: 815-753-9938

NIRIS: Northern Illinois Radio Information Service

NIRIS is a unique broadcast service which provides current print information (newspapers, magazines, local shopper ads, etc.) to blind and print-impaired citizens of northern Illinois and southern Wisconsin.

NIRIS: 4 transmits on a sub-carrier frequency 4 loans special receivers to eligible listeners at home, hospitals, extended care facilities4 is funded almost entirely by contributions and grants

NIRIS volunteers account for approximately 56 hours of unrepeated local readings each week from studios in Rockford and DeKalb.

Our Audience: EDUCATED * AFFLUENT * INFLUENTIAL

Public radio listeners are highly educated!

• They’re 88% more likely to have a college degree and…

• almost 4 times more likely to have a doctorate degree than the average U.S. adult

Public radio listeners are affluent!

• 82% more likely to have a household income of $250,000 or more

• 118% more likely to own securities valued at over $150,000

NPR listeners are influential:

• 74% more likely to be president of a corporation

• 83% more likely to be owner/partner of a business

NATIONAL SOURCE: MRI, Doublebase 2011

Our Audience: LIFESTYLE U.S. NPR

Adults Listener

4% 15% - participate in environmental groups / causes

9% 24% - attend art galleries or shows 14% 32% - go to museums

51% 67% - read books

44% 58% - follow a fitness program (2+ times a week)

15% 28% - have IRA

80% 93% - own a home computer

53% 72% - travel domestically

27% 42% - travel internationally [within the past 3 years]

Source: NPR Profile 2011

Our Audience: COVERAGE

· WNIU reaches 54,100 listeners each week

· WNIJ (with regional WNIE, WNIQ, and WNIW) reaches 77,000 listeners each week

· Combined, Northern Public Radio stations reach 118,800 listeners each week

· With media habits continuing to change, radio listening in general is “down,” while public radio listening is “up!” WNIJ’s audience has doubled since 1998 and it’s still growing.

SOURCE: Arbitron – Radio Research Consortium, Inc., National Regional Database, Rockford/Chicago Persons 12+ Mon-Sun 6a-12m, Spring 2011. Arbitron data are estimates only.

118,800

77,000

54,100

0 50,000 100,000 150,000

WNIU

WNIJ

Total Coverage

Basketcases

Unlimited

More than half of our annual operating budget comes from listener-contributions and Corporate

Support.

Abreo Restaurant-Adriatic Café & Bar-Air Play Sports-American Institute of Architects, Northern IL Chapter-Annie's Little Pots-Aspen Counseling-AT Wellness Solutions-Autumn on Parade-Balance Chiropractic & Wellness Ctr.-Basalay, Cary & Alstadt Architects-Becky Beck's Jewelry Store-Beloit College-Blackhawk Bank-BMO Harris Bank-BMO Harris Bank Center-Books On First-Brickman Music-Brightbill-Ericson / New vision Laser Ctr.-Burpee Museum of Natural History-Café 900-Canal Corridor Association/LaSalle Canal Boat-Castle Printech-Cave of the Mounds-Charlotte's Web for the Performing Arts-Chicago Rockford International Airport-CHIP Alumni of Rockford-Clodius & Co. Jewelers-Coronado Performing Arts Center-Craig-Cinnamon Christmas Trees-Dan's Custom Painting-David Boccignone of Ameriprise Financial -DeKalb Interfaith Network for Peace & Justice-Der Rathskeller-Donnelly's Wild West Town-Duck Soup Coop-Elgin Choral Union-Elgin Community College-Elgin Symphony Orchestra-Ellwood House Museum-Emery Christiansen Group-Emmanuel Episcopal GChurch-Finnegan's Bookstore-First Lutheran Church-First National Bank & Trust Company-Foster & Buick Law Group-Franklin's Frames and Art-Frontier Communications-Garrett's Restaurant and Bar-Genoa Main Street-Gensler Gardens-Giovanni's Restaurant-Gordon Hardware-Hauser-Ross Eye Institute-Hayes' Body Shop-Hear More Music-Hemmens Cultural Center-Herrmann Countertops-Highland Community College-Holly Mathiesen of Thrivent Financial for Lutherans-Home Builders Association of Rockford-Hy-vee -Illinois Renewable Energy Association-Illinois Student Assistance Commission-Information Controls-Integral Therapy Center-J Carlson Growers-Jeff Keicher State Farm-Johnson Creek Hardwoods-Jonamac Orchard-Just A Second-Just Goods, A Fair Trade Marketplace-Ken Spears Construction-Kindred Healthcare of Illinois-Kishwaukee Symphony Orchestra-Klehm Arboretum & Botanic Garden-Kryptonite Bar-Ladd Upholstery Service-Lakeside Singers-Law Office of Jim Black & Associates-Land of Lincoln Theatre Organ Society-Lovell's Discount Tire-Lundeen's Discount Liquors-Luther College-Lutheran Social Services of Illinois-Maze Lumber-McGreevy Williams-MCR Framing/Cattywampus-Mendelssohn Performing Arts Center-Milex Auto Care & Mr. Transmission-Mineral Point Artisans-Montessori Private Academy-Music Academy of Rockford-Convocation Center-North Central Cyclery-North Pointe Health & Wellness-Northern Illinois Hospice & Grief Center-Northern Illinois Union Group-Northern Illinois Water Works-OSF Saint Anthony Medical Center-Auto & Truck-Prairie view Dental-Princeton Tourism-Priority Promotions-Randall J Manus, Attorney-Raue Center for the Arts-Raymond James & Associates-Re:New DeKalb-Rockford Area Realtors-Rockford Christian Schools-Rockford Coronado Concert Association-Rockford Dance Company-Rockford Park District-Rockford Symphony Orchestra-Rotary Botanical Gardens-RRJ Painting & Wallpapering-Rue La Paris Café-Runner's Image-Schmeling Building Supply-Severson Dells Nature Center-Snare Systems-Spectrum Progressive School-St. Charles Singers-Starved Rock Lodge & Conference Center-Step Into Wellness-Stone Creek Development-Stratford Inn / Mitchel Lounge-Sweet Earth Gifts, Jewelry, Engraving & Beads-The Natural Cook-The Nature Conservancy-The Next Picture Show-Timber Lake Playhouse-University of Illinois Extension-Unitarian Universalist Church of Rockford-Unitarian Universalist Fellowship of DeKalb-Unitarian Universalist Society of Geneva-Urban Christian Education Fund-Westminster Presbyterian Church-Wild Ones, Rock River valley Chapter-Willow's Cleaning Service-Woodstock Mozart Festival

Our Corporate Supporters benefit from THE HALO EFFECT

Corporate sponsors benefit from their connection to public radio. Listeners agree that public radio sponsors are more credible than commercial advertisers.

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 station.

Listeners love Northern Public Radio programming -- and they validate this passion with their checkbooks each year, accounting for about 38% of the station’s annual budget.

SOURCE: NPR & Knowledge Networks study, October, 2010

My opinion of a company is more

positive when I find out it supports public radio

72% agree

I have taken direct action based on companies'

underwriting messages

85% agree

…and we know it works…

"We ask everyone who calls how they heard about Ken Spears Construction, and quite often they say 'NPR' or 'WNIJ' or 'WNIU.' Many of our clients also thank us for our support of Public Radio."

- Kathy Spears, co-owner of Ken Spears Construction, DeKalb –

"We are so pleased with our ‘Gardening’ event spots and have heard from many folks!“

- Margaret Larson, Administrator, University of

Illinois Extension of Winnebago County -

Within a very short time, I had 6

people thank me for supporting

NPR in DeKalb County. I'd encourage any business to consider support for WNIJ. Thank you for all you guys do.

- Jeff Keicher, - State Farm, Sycamore -

I heard several of our

announcements today and

thought they were extremely

well done. What incredibly

excellent programming you

have. - John Gile,

John Gile Communications,

Rockford -

Unique Support

As a listener-supported broadcast service, WNIJ and WNIU conduct several on-air Membership Campaigns each year, designed to motivate listeners to become contributing Members. Members are then encouraged to renew their financial support annually, online or by mail.

Many people support the station with their time, goods, or services, too. During the on-air pledge drives, we rely on volunteers to help us answer calls at our studios in DeKalb. Anyone interested can inquire through our website’s “Contact Us” tab.

Several local vendors kindly donate refreshments, meals, and other ‘thank-you’ gifts for our pledge drive guests and for other events throughout the year.

Additional Support

Northern Public Radio actively seeks funding from local and national sources. These contributions help to pay for the broadcast services of 89.5 WNIJ, Classical WNIU, and NIRIS.

Funding of this nature ensures local access to NPR programming, broadcasts from NIU's School of Music, the BBC and timely local information for the blind and print-impaired.

Public Radio shows growth for the future. Locally, the WNIJ audience has doubled over the past ten years, mirroring the national growth of NPR.

Even as our media landscape changes, 89.5-WNIJ continues to be a reliable source for in-depth, fact-based journalism while WNIU-90.5 remains this area’s only source for full-time classical music.

With more people turning to the internet for information and audio streaming, our station websites are ever-developing to reflect such audience needs and desires.

Through their time, testimony, and financial support, listeners tell us they find our stations more valuable than ever.

Thank you for your time today!

Our radio programming streams live at:

www.wniu.org

www.wnij.org

Towering Aspirations

WNIJ/WNIU listeners are passionate about their favorite station…

“WNIJ is pretty much my source for news. Totally.”

- Annabella Barrett, Byron -

“The entertainment programming is great. I just really enjoy so many of the different shows.” - Jill Cutts, DeKalb -

“I depend on WNIJ for news and commentary all day long. And when we’re not listening to WNIJ we’re talking about WNIJ!”

-Ruth Jansson, Rockford -

“I listen to WNIJ every day, as many times a day as I can for my news and information. When I’m in the car in between

appointments or whatever, 89.5 is where the station is. Always.” - Jo Minor, Rockford -

“I think it’s really important to support public radio; it’s one of the few places where you can get detailed news that’s not filtered through commercial sources."

- Sam Wyant, Rockford -

Classical WNIU is ever so very important because it’s my only source of classical music and I learn things!"

- Clare Bland, Rockford -