The slide show we present to groups and businesses to explain how our radio stations serve the community.

1. Public Radio
In Our
Community

2. 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

3. 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

4. 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.

5. 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.

6. Our Broadcast Service
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.

7. The Northern Public Radio Mission
…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.
*Northern Public Radio is the Broadcast Service of Northern Illinois University

8. Services That Fulfill Our Mission
• Radio Programming
• Community Sponsorships
• Public Service Announcements
• NIRIS – Northern Illinois
Radio Information Service

9. Radio Programming
…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

10. WNIJ host, Dan Klefstad
Programs
24-hour
commercial-free
classical music

11. Local News
WNIJ‟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.

12. Community Sponsorships
WNIJ / 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 Room
801 N. First Street www.wnij.org
DeKalb, IL 60115 www.wniu.org
PHONE: 815-753-9000
FAX: 815-753-9938

13. 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 facilities
4 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.

14. 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

15. 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

16. Our Audience: COVERAGE
54,100
WNIU
WNIJ 77,000
Total Coverage
118,800
0 50,000 100,000 150,000
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.

17. 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

18. 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.
My opinion of a
company is more 72% agree
positive when I find out
it supports public radio
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.
I have taken direct action
based on companies' 85% agree
underwriting messages
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

19. …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 -

20. 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.

21. 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.

22. Towering Aspirations
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

23. WNIJ/WNIU listeners are passionate about their
favorite station…
“WNIJ is pretty much my source for news. Totally.”
- Annabella Barrett, Byron -
“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 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 -
“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 -
“The entertainment programming is great. I just
really enjoy so many of the different shows.”
- Jill Cutts, DeKalb -
Classical WNIU is ever so very important because it‟s my only
source of classical music and I learn things!"
- Clare Bland, Rockford -