Today we’d like to….4Define public radio4Introduce you to our Broadcast Service4Outline the Northern Public Radio mission4Describe our programs and audience4Demonstrate 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.
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.
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
Services That Fulfill Our Mission • Radio Programming • Community Sponsorships • Public Service Announcements • NIRIS – Northern Illinois Radio Information Service
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
WNIJ host, Dan KlefstadPrograms 24-hourcommercial-free classical music
Local NewsWNIJ‟s local news staff covers a range of breaking stories and in-depth featureson people, places, and happenings within our listening communities. Dozens ofWNIJ 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 andcauses 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 mediasponsorship announcements for various local organizations, representinga value of over $25,000 in on-air time. Official station Sponsorshipsgenerally include a schedule of :30 spots plus home page presence onour website, where listeners can link to additional information.Furthermore, we freely air thousands of Public Service Announcementsfor area non-profits each year. Organizations may fax or mail informationdirectly to our news room or utilize the “Submit Event” function availableunder 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 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.
Our Audience: EDUCATED * AFFLUENT * INFLUENTIALPublic 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. adultPublic 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 $150,000NPR listeners are influential:• 74% more likely to be president of a corporation• 83% more likely to be owner/partner of a businessNATIONAL 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 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 dataare estimates only.
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-Annies Little Pots-Aspen Counseling-AT Wellness Solutions-Autumn on Parade-Balance Chiropractic & Wellness Ctr.-Basalay, Cary &Alstadt Architects-Becky Becks 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-Charlottes Web for the Performing Arts-Chicago Rockford International Airport-CHIP Alumni of Rockford-Clodius & Co. Jewelers-Coronado Performing ArtsCenter-Craig-Cinnamon Christmas Trees-Dans Custom Painting-David Boccignone of Ameriprise Financial -DeKalb Interfaith Network for Peace & Justice-Der Rathskeller-Donnellys Wild West Town-Duck Soup Coop-Elgin Choral Union-ElginCommunity College-Elgin Symphony Orchestra-Ellwood House Museum-Emery Christiansen Group-Emmanuel Episcopal GChurch-Finnegans Bookstore-First Lutheran Church-First National Bank & Trust Company-Foster & Buick Law Group-Franklins Frames and Art-Frontier Communications-Garretts Restaurant and Bar-Genoa Main Street-Gensler Gardens-Giovannis Restaurant-Gordon Hardware-Hauser-Ross Eye Institute-Hayes Body Shop-Hear More Music-HemmensCultural 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 AssistanceCommission-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-KindredHealthcare 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-LovellsDiscount Tire-Lundeens 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-MineralPoint 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 WaterWorks-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-Runners 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 / MitchelLounge-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 UniversalistFellowship of DeKalb-Unitarian Universalist Society of Geneva-Urban Christian Education Fund-Westminster Presbyterian Church-Wild Ones, Rock River valley Chapter-Willows Cleaning Service-Woodstock Mozart Festival
Our Corporate Supporters benefit from THE HALO EFFECTCorporate sponsors benefit from their connection to public radio. Listeners agree that public radiosponsors are more credible than commercial advertisers. My opinion of a company is more 72% agree positive when I find out it supports public radioPublic radio listeners are more likely to take a direct action as a result of sponsorship, acting on theirpreference to do business with partners of their station. I have taken direct action based on companies 85% agree underwriting messagesListeners love Northern Public Radio programming -- and they validate this passion with theircheckbooks each year, accounting for about 38% of the station‟s annual budget.SOURCE: NPR & Knowledge Networks study, October, 2010
…and we know it works… "We ask everyone who calls how they heard about Ken SpearsConstruction, 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 -
Unique SupportAs a listener-supported broadcast service, WNIJ and WNIU conduct several on-airMembership Campaigns each year, designed to motivate listeners to become contributingMembers. Members are then encouraged to renew their financial support annually, onlineor by mail.Many people support the station with their time, goods, or services, too. During the on-airpledge 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 ourpledge drive guests and for other events throughout the year.
Additional SupportNorthern 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, broadcastsfrom NIUs School of Music, the BBC and timely local information for the blindand print-impaired.
Towering AspirationsPublic Radio shows growth for the future. Locally, theWNIJ audience has doubled over the past tenyears, mirroring the national growth of NPR.Even as our media landscape changes, 89.5-WNIJcontinues to be a reliable source for in-depth, fact-basedjournalism while WNIU-90.5 remains this area‟s onlysource for full-time classical music.With more people turning to the internet for informationand audio streaming, our station websites are ever-developing to reflect such audience needs and desires.Through their time, testimony, and financialsupport, listeners tell us they find our stations morevaluable than ever.Thank you for your time today!Our radio programming streams live at:www.wniu.orgwww.wnij.org
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 justreally 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 -