WUWM 89.7 FM’S

POWER OF PUBLIC RADIO

MANY MEDIA CHOICES

Why Public Radio?

PERSONAL

POWERFUL

INFLUENTIAL

COMMUNITY

VALUED

EFFECTIVE

Why WUWM?

REACH90,000+ Listeners

COST EFFECTIVE

Tailored to your budget

AUDIENCE Well-educated

Community-minded

STAND OUTValued partner Not an intrusion

LOYALTY Listen 5.25 hours

per week

REPUTATIONNPR Halo Effect

Listeners Connect with Public Radio

Sources: Lightspeed Research, NPR Listener Survey, May 2011; NPR/Knowledge Networks Underwriting Study, February 2011

Consider public radio“personally

important” to them.

87%Take action in

response to what they hear on NPR.

96%Discuss content

with friends, family and colleagues.

76%

WUWM’s Audience

• 83.4% ages 25-64

• 64% college degree

• 27.2% professional/technical

• 56.7% household income of $50K or more

Educated, active, business & community leaders

Place a high value on curiosity, creativity and social consciousness.

Source: Media Audit Feb-Mar / Aug-Sept 2012

Informative and InfluentialActions Taken as a Consequence of Listening to NPR

Source: Lightspeed Research, NPR Listener Survey, May 2011

In response to something they heard on NPR, listeners:

Public Radio Valued as an Oasis from CommercialismListeners See Public Radio as Non-Commercial and Distinct from Commercial Radio

Source: NPR/Knowledge Networks Underwriting Study, February 2011, base: 521 NPR News Listeners

On a scale of 1-10, where 1 is “non-commercial” and 10 is “very commercial,” how would you rate your local public radio station(s) compared to commercial radio stations?

Non-commercial Commercial

Different from Commercial RadioPublic radio listeners agree that advertising on commercial radio:

Source: GfK MRI Doublebase 2012

Total U.S. Adults

Public Radio Listeners

Listeners Connect with Public Radio Sponsors

The “Halo Effect” of NPR

Source: Lightspeed Research, NPR Sponsorship Survey, November 2012.

Percentages based on respondents who agreed with each statement, where “agree”=7-10 on a 0-10 point scale.

PERCENTHold a more positive opinion of SPONSORS that support NPR

60PERCENTAgree NPR is selective about companies that SPONSOR its programming

54PERCENTPrefer to buy products or services from NPR SPONSORS

52

8%

51%

28%

5%7%

Agree Strongly Agree Disagree Disagree Strongly

Don’t Know

I pay attention to the sponsorship announcements I hear on Public Radio.

Listeners Pay Attention to Sponsorship Announcements

Base: 601 public radio listeners ”

“In Their Own Words:

“Because they are willing to support public radio, I tend to remember and recognize the names of such businesses even if they are of a sort which I do not frequent or use.” – Male, Age 25-34

“When they’re mentioned, it puts their name in my head. So when I’m looking to buy a product/ service, their name will come up.” – Female, Age 25-34

59% of listeners

agree

Listeners Have a Higher Opinion of Sponsors

50%

52%

63%

72%

Public radio is selective about the businesses and products that can

sponsor its programming

The businesses I hear in sponsorship announcements ... are more credible

than those I hear advertising on commercial radio stations

The social and cultural values of public radio sponsors usually fit

closely with my own values

My opinion of a business is more positive when I find out it supports

public radio

How much do you AGREE or DISAGREE with each of the following statements?%AGREE

Base: 601 public radio listeners ”

“I generally think of them as higher quality establishments.”

“They are more educated and may offer better services.”

“I think of them as benevolent and trying to better the society we live in.”

“Companies which support public radio get a gold star in my book.”

In Their Own Words: Listener Perceptions of Funders

“

17%

48%

18%

3%

15%

Agree Strongly

Agree

Disagree

Disagree Strongly

Don’t Know

When price and quality are equal, I prefer to buy products from businesses that support public radio.

”

“

Halo Effect Translates to Purchase Preference

Base: 601 public radio listeners

In Their Own Words:

“I support businesses that support public radio and encourage my friends to do so as well.”– Male, Age 35-44

“I like to see corporations investing in public media, and where possible, I try to include those companies in my market decisions.”– Male, Age 35-44

65% of listeners

agree

Long Term Sponsors Gain Greater AwarenessPercent of NPR audience aware of brand in third-party study

Source: NPR Listener Surveys, Lightspeed Research, 2007-2011

% Aware of Financial Services Brand

BeforeSponsorship

1 Year Later

3 Years Later

BeforeSponsorship

2 Years Later

4 Years Later

34% higher than Non-Listeners’

brand awareness

% Aware ofHome Improvement Brand

22% higher than Non-Listeners’

brand awareness

Stronger Frequency, Stronger Awareness

NPR case study for health insurance SPONSOR shows more frequent exposure leads to more positive brand perceptions.

Source: NPR Listens Internal Advisory Panel, Dec. 2010

Loyalists = listen to an NPR station most often and listen at least 3 days/week for at least 1 hour/day (one-third of NPR’s audience)

19% Higher 21%

Higher

% Agree:SPONSOR has developed tools and

programs to make healthcare simpler

% Agree:SPONSOR is committed to using the power of

information technology to personalize healthcare

Why Become a WUWM Sponsor?

• Generate Awareness for Your BusinessAchieve name recognition among professionals and business leaders.

• Create Customer LoyaltyListeners view underwriters as supporters and partners.

• Support a Valuable Community ResourceJoin the shared commitment of thousands of individual contributors, businesses and non-profit organizations.

Promote Your Business

• Brand• Product• Service• Event

And, support WUWM’s mission of providing in-depth news and quality entertainment in southeastern Wisconsin.

UNDERWRITER = SPONSOR

“My business, B & L Photo, is unique and WUWM tells

listeners what I do and where I am located.”

- Bob Pecher, B & L Photo

Deliver a Well-Crafted Message

• Follow FCC Guidelines:(1) identify the sponsor(2) give location information (3) provide "value neutral“ descriptions of the underwriter's products or services.

• Announcements are efficient.

• Announcements are produced by WUWM.

INFORMATIVE. EFFECTIVE.

Your Message Stands Out

• Listeners view underwriters as supporters & partners.

“WUWM is my source for name

recognition.”- Phyllis Mensh Brostoff,

Stowell Associates · SelectStaff Inc.

Quality Customer Service

• Discuss your marketing goals

• Work with your budget

• Plan an effective schedule– Target your underwriting message

by specific program or time of day

• Prepare well-crafted messages

Your Underwriting Representative will work with you.

Benefits of WUWM Sponsorship

CONNECT • 90,000+ weekly inquisitive, active and loyal listeners • 60,000+ unique monthly online visitors

ENGAGE • Local motivated decision-makers and business innovators

DELIVER • Your well-crafted message: on-air and online • Reach customers, clients and partners

QUESTIONS?

THANK YOU!WUWM’S UNDERWRITING TEAM:

DAN GILLEANNE JEDRZEJCZAKLAURIE LOOMIS

wuwm.com/partner