ANNUAL REPORTFISCAL YEAR 2017

LETTER FROM THE GENERAL MANAGER

I received this email from a listener:

“I depend on you for REAL news not fake news. I’m an independent and your news source is invaluable to me. Thank you for remaining an independent and unbiased news source.”

As General Manager of WUWM, we often receive notes of thanks from our listeners and members. We appreciate those, as well as the thoughtful criticisms you occasionally offer. In this era when journalism is under fire and civil discourse is a bit of a rarity, it is nice to know that we have an impact on the community.

As you read through this report, we hope that you share in our pride of what WUWM is able to accomplish. For me, it is also a reminder of the dedication that our staff brings with them to work every day.

This has been a very good year for WUWM. Our journalists have won even more awards, their work has been heard nationally on NPR’s news magazines and newscasts. We reached our community fund raising goal and finished the fiscal year in the black. We have been visible in the community, and have formed active partnerships with others who care about southeastern Wisconsin.

Your financial support helps us share our vital programming with listeners in the area (and around the world on our digital platforms). It also helps us contribute to community conversations and civic engagement.

Thank you for helping to make WUWM successful.“ I depend on

WUWM for REAL news not fake

news.”DAVE EDWARDS

Director + General Manager

2 || ANNUAL REPORT FY17WUWM 89.7

28.9%INCREASE IN UNIQUE VISITORS TO WUWM.COM

In 2016, WUWM had 821,359 unique visitors and 1,884,072 page views. Seven

stories received over 10,000 page views each. Digital content, available across

several platforms (wuwm.com, social media, iTunes, etc.) also saw tremendous

growth as WUWM’s streaming audience grew 28.4% during 2016.

WUWM’s Newsroom, Lake Effect program and website received 36 awards, including 8 first place honors, for stories and interviews broadcast in 2016.

HIGHLIGHTS

14% INCREASE IN WUWM’S AUDIENCE

WUWM’s average weekly cumulative

audience during 2016 was 97,138

persons. That was a 14% gain over

2015 (85,446 persons), which reversed

a one year audience slump. Prior to

2015, WUWM had seen impressive

annual increases.

The 7am and 8am hours of Morning

Edition were the most popular hours

on WUWM followed by All Things

Considered, Here & Now, Fresh Air, and

BBC Newshour.

In a special partnership with Milwaukee Public

Television, WUWM’s Lake Effect convened a panel of community members to discuss the causes of the violence in the Sherman Park neighborhood and

the way forward.

SHERMAN PARK:THE AFTERMATH

Launched in 2016 in partnership with the

Milwaukee Journal Sentinel, Across the Divide examines contentious political and

socioeconomic issues, bringing together both

sides of the political aisle.

ACROSS THE DIVIDE:CAN WE HAVE CIVIL

DISCOURCE?

We asked - what do you want President Trump to know about you and your community? NPR

Political Correspondent Don Gonyea moderated a panel at the A Nation

Engaged community conversation.

A NATION ENGAGEDWITH DON GONYEA

|| 3ANNUAL REPORT FY17 WUWM 89.7 FM

BUBBLER TALK

What Makes Milwaukee’s Frozen

Custard Scene Special?

Where Are Milwaukee’s

Pigeons?

The Story Behind The Giant Ladybugs On The Milwaukee

Building

Mino-akking, Mahn-a-waukke: What’s the Origin of the

Word ‘Milwaukee’?

In Wisconsin, A Bloody Mary Isn’t

Complete Unless It Has A Beer Chaser

What Happened to Milwaukee’s

Signature Yeast Smell?

Find the answers to these questions or submit your own:

WUWM.COM/BUBBLERTALK

In 2016, WUWM launched Bubbler Talk to answer those questions that have you scratching your head about the Milwaukee area. WUWM News and Lake Effect answer questions about southeastern Wisconsin that can’t easily be answered with an internet search, all the while allowing listeners the opportunity to participate in the process.

4 || ANNUAL REPORT FY17WUWM 89.7

STORIES FROM THE SERIES EXAMINED:

• The historic policies & practices that contributed to segregated black neighborhoods in Milwaukee

• Segregation in the city vs. the suburbs • Why people choose to live in segregated -- or

integrated -- neighborhoods • Efforts to foster difficult conversations about race • How segregation impacts the Latino community • The role fear plays in prejudice • The faith community’s response to segregation • How segregation contributes to persistent poverty • The impact of segregation on health and

environmental justice issues

WUWM.COM/PROJECTMILWAUKEE

The series also included the use of a special module on wuwm.com, which allowed listeners to submit their questions, and an online video summarizing the decades of school desegregation and “re-segregation.”

PROJECT MILWAUKEE:SEGREGATION MATTERS

WUWM continued its award-winning, in-depth Project Milwaukee series in March of 2017 with an exploration of segregation.

Milwaukee has a reputation as being one of the most -- if not the most -- segregated cities in the United States. Project Milwaukee: Segregation Matters dug into the issue, asking how the complex problem came about, why it endures, how segregation contributes to persistent poverty, and whether there are ways to break through the boundaries that divide the community.

The series included more than two dozen reports and interviews, and culminated in a forum that focused on solutions. Milwaukee Magazine was a cohost for the event at the Back Room @ Colectivo on March 6.

COURTESY OF THE MILWAUKEE JOURNAL

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FINANCIALS

INDIVIDUAL & FOUNDATION SUPPORTContributions from individuals and foundations were the largest source of revenue to the station’s operating budget.

PUBLIC BROADCASTING SUPPORTThe Corporation for Public Broadcasting® (CPB) provided support through a variety of grants.

UW-MILWAUKEE, COLLEGE OF LETTERS & SCIENCEUniversity of Wisconsin-Milwaukee provided WUWM with support through grants and in-kind donations.

BUSINESS SUPPORTThe business community continued to invest (underwrite) generously in WUWM programming.

46% PROGRAMMING

18% MANAGEMENT & ADMINISTRATION

19% UNDERWRITING

9% FUNDRAISING

5% BROADCASTING

3% PROGRAM INFORMATION

EXPENSES $4,062,136

44% MEMBERS (DONORS)

38% UNDERWRITERS

11% UW-MILWAUKEE (Grants and Indirect support)

6% CPB (CORPORATION FOR PUBLIC BROADCASTING)

1% OTHER (Includes investment gain (loss), special event income, audio transcripts, royalties, and in-kind property and services)

REVENUE $4,616,983

6 || ANNUAL REPORT FY17WUWM 89.7

WUWM STAFF 2016 -2017

ADMINISTRATIONDave Edwards - Director/General ManagerAnn Piatt - Assistant to the General ManagerCheryl Locher - Manager Finance and AdministrationMichelle Nobbe - Accounts Receivable/Traffic SpecialistYvonne Wagner - Business/Fundraising

PROGRAMMINGBruce Winter - Program DirectorMichelle Maternowski - Digital Services CoordinatorRachel Owens - Announcer

WUWM NEWSMarge Pitrof - News DirectorSusan Bence - Environmental News ProducerLaToya Dennis - News ProducerAnn-Elise Henzl - News ProducerMarti Mikkelson - News ProducerRachel Morello - Education Reporter

LAKE EFFECTMitch Teich - Lake Effect, Executive ProducerBonnie North - Lake Effect, ProducerAudrey Nowakowski - Lake Effect, ProducerJoy Powers - Lake Effect, ProducerMaayan Silver - Lake Effect, Assistant Producer

MEMBERSHIP + MARKETINGKim Matthews - Membership ManagerChristine Lamitina - Marketing SpecialistJennifer McCollum - Membership SpecialistDanielle Nelson - Major Giving Specialist

UNDERWRITING - MARKET ENGUINITYGina Dragutinovich - Underwriting ManagerErin Frank - Underwriting RepresentativeRenee Gilbertson - Underwriting RepresentativeAnne Jedrzejczak - Underwriting RepresentativePaul Steinhafel - Underwriting Representative

BROADCAST OPERATIONSJon Strelecki - Chief Engineer Jason Rieve - Studio Engineer

INTERNS 2016 -2017

LAKE EFFECTAdam Miller, Columbia CollegeSarah Matthews, Columbia CollegeEdyn Herbert, University of PittsburghKati Koka, University of Missouri

NEWSPakou Lee, UW-Milwaukee,Keio Horton, UW-Milwaukee,Leach Mushi, International Center for Journalists Embed Program, TanzaniaJordyn Noennig, UW-MilwaukeeMicala Martin, UW-MilwaukeAlexandria Groth, Marquette UniversityAmanda Becker, UW-Milwaukee

ADVISORY BOARD 2016 - 2017 Laura Gough (Chairperson) • Helen Ambuel • F. Michael Arnow • Bruce Campbell • Eileen Dubner (Vice-Chair) • Tom Gauthier • Margaret Hickey • Letha Joseph • Bill Koenig • Eric Korbitz • Julie Krawczyk • Vivian Moller • Kathy Potos • Karen Rhyan • Robert Remme • Amy L. Shapiro • Joseph C. Wilson • Beth Weckmueller • Jasmine Alinder (Ex-Officio Member) • Dave Clark (Ex-Officio Member)

UWM ADMINISTRATION 2016 - 2017 Mark Mone - Chancellor • Johannes Britz - Vice Chancellor • Dave Clark - Acting Dean College of Letters and Science • Jasmine Alinder - Acting Associate Dean College of Letters and Science

WUWM-PRODUCED PROGRAMS: Lake Effect • Lake Effect Weekend • It’s Alright, Ma, It’s Only Music • UWM Today

NATIONAL PROGRAMS: A Prairie Home Companion • All Things Considered® • Ask Me Another • BBC Newshour • BBC World Service • Best of CarTalk • eTown • Fresh Air with Terry Gross • Freakonomics Radio • Here and Now • Humankind • Invisibilia • Marketplace • Morning Edition® • The New Yorker Radio Hour • On Being • On the Media • Radiolab • Reveal • TED Radio Hour • This American Life • To the Point • Wait, Wait... Don’t Tell Me! • Weekend All Things Considered • Weekend Edition® • The World

PEOPLE & PROGRAMS

INNOVATIVE WEATHERMike Westendorf • Tyler Hasenstein • Lily Chapman • Alex Bukvich • Cole Shimek • Aidan Kuroski • Andrea Honor • Chelsea Picha • Alex Oser • Austin Scheib • Alec Muniz • Tyler Melso • Kaitlyn Heinlein • Austin Guarniere • Dylan Turner Mackenzie Nuthals • Russell Danielson • David Nevius • Jacob Spender • Juliana Karloski • Brent Miller

|| 7ANNUAL REPORT FY17 WUWM 89.7 FM

CONTACT US 111 E. Wisconsin Ave. Suite 700

Milwaukee, WI 53202WUWM.COM

PHONE: 414-227-3355COMMENTS: 414-270-1220

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