This Is Cincinnati Public Radio


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Learn more about what makes public radio a uniquely effective B2B branding medium.

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This Is Cincinnati Public Radio

  1. 1. This is Cincinnati Public Radio Reaching The City’s most affluent, educated and engaged audience.
  2. 2. <ul><li>Cincinnati Public Radio is a not-for-profit organization </li></ul><ul><li>that operates three public radio stations: </li></ul><ul><li>NPR News/Talk ( Founded 1970 ) </li></ul><ul><li> NPR News/Talk ( Founded 1950 ) </li></ul><ul><li> Classical Music ( Founded 1960 ) </li></ul><ul><li>► 36 employees ► $6.4 m Annual Revenue </li></ul><ul><li>► 274,000 Weekly Listeners </li></ul>
  3. 3. Board of Directors: Community Leadership Chairman Richard Graeter Executive VP Graeters Inc. Otto M. Budig Chairman, Budco Group, Inc. Joe Mendelsohn Arts Supporter Vice Chairman Peter Block Author/Management Consultant Dr. Richard Campbell Director of Journalism, Miami University Murray Sinclaire CEO, Ross, Sinclaire & Associates Treasurer Brian Gillan Partner, Wood & Lamping LLP Mark Contreras Sr. VP-Newspapers, The E.W. Scripps Norma Skoog Management Consultant Community Board Chair William Cartwright Retired Business Owner Debora Del Valle Director-Public Relations, Xavier University Mary Stagaman VP-External Relations, UC President Richard Eiswerth President, Cincinnati Public Radio William Fee VP, General Manager, WCPO TV James Wesner Chief Counsel (retired) UC Secretary Jeffrey Bickel VP Analytic Consulting, Neilsen Co. Richard Gradone Private Client Group, PNC Bank Joseph Pichler Chairman of the Board (retired) Kroger Company Douglas Bolton Publisher, Cinci. Business Courier Ted McConnell Information Technology Fellow, P&G Charles Yeiser CEO Riverside Corporation
  4. 4. WVXU/ WMUB: 194,500 Weekly Listeners “ Connecting Listeners To A World Of Ideas ” <ul><li>News </li></ul><ul><li>Talk </li></ul><ul><li>Entertainment </li></ul>
  5. 5. WGUC: 111,600 Weekly Listeners “M usic for the Heart, Mind and Spirit ” <ul><li>Rated #1, best-performing classical music station in the country. </li></ul><ul><li>Locally programmed with full on-air staff. </li></ul><ul><li>Rebroadcast of all Cincinnati Symphony, Cincinnati Opera, and May Festival performances under exclusive agreement. </li></ul><ul><li>Produces Classics for Kids an educational program combining radio, web and lesson planning. Used by more than 50,000 students in all 50 states and 72 foreign countries. </li></ul>
  6. 6. Exceptional Audience Engagement Programming Attracts Record Listeners and Revenue in FY09 <ul><li>Record Underwriting, Up 8.3% </li></ul><ul><li>Nationwide, Radio advertising is down 27% </li></ul><ul><li>Record Member Donations, Up 5.6% </li></ul><ul><li>Nationwide, individual philanthropy is down 6.3% </li></ul><ul><li>Record Listening, Up 13% </li></ul><ul><li>Nationwide, radio listening is down 4.6% </li></ul><ul><li> Sources: CPR Financial Data, Wall Street Journal, Giving USA Foundation, Arbitron </li></ul>
  7. 7. Local Underwriting and Membership Drive Revenue Government is smallest revenue source at just 9% Underwriting (27%) All Other (21%) ( Bequests, Foundations, Car Donations, In-Kind Revenue, Events, etc .) Individual Donations (43%) Government (9%) ( Corp. For Public Broadcasting, State, Local )
  8. 8. Steady Audience Growth Demonstrates Strength WVXU audience share up 82% Since 2005
  9. 9. Cincinnati Public Radio Ranks #5 In Listening CPR is the only locally-owned broadcaster in the Top 10 *Cincinnati Metro Area Listeners STATION FORMAT LISTENERS* OWNERSHIP 1. WLW News/ Talk/ Sports 500,009 Clear Channel 2. WKFS Pop Contemporary 336,400 Clear Channel 3. WKRQ Adult Contemporary 308,900 Bonneville 4. WGRR Classic Hits 289,200 Cumulus Media 5. CPR News/Talk/Classical 274,000 Independent 6. WEBN Rock 267,400 Clear Channel 7. WUBE Country 260,900 Bonneville 8. WOFX Classic Rock 254,600 Cumulus Media 9. WRRM Adult Contemporary 231,700 Cumulus Media 10 WKRC News/ Talk 193,300 Clear Channel
  10. 10. Audience Demographics <ul><li>Affluent: One-third earn $100,000+ </li></ul><ul><li>Highly Educated: 44% College Graduates; 31% have advanced degrees. </li></ul><ul><li>52% Male, 48% Female. </li></ul><ul><li>Median Age 53 (WVXU); 35-44 is single largest listener group. </li></ul><ul><li>Politically Diverse: Fully half are Independents. </li></ul><ul><li>67% more likely to be professionals; 40% more likely to be business owners/corporate officers. </li></ul>
  11. 11. Public Radio Attracts a Unique Audience Affluent , sophisticated, successful thought leaders <ul><li>VALS Framework </li></ul><ul><li>“ Innovator/Thinkers ” represent 70% of Core listeners and donors. </li></ul><ul><li>Uses psychology to link personality traits with consumer behaviors. </li></ul><ul><li>Examines primary motivation and resources. </li></ul><ul><li>Used to examine public radio audience since 1988. </li></ul>
  12. 12. VALS Innovator/Thinkers: Active, Discriminating Consumers . <ul><li>“ Thinker ” Characteristics </li></ul><ul><li>Thinkers are conservative, practical consumers; they look for durability, functionality, and value in products . </li></ul><ul><li>Motivated by ideals </li></ul><ul><li>Mature, satisfied, comfortable </li></ul><ul><li>High Income </li></ul><ul><li>Reflective </li></ul><ul><li>Well educated </li></ul><ul><li>Value order, knowledge, and responsibility </li></ul><ul><li>Respect status quo, but also open to new ideas </li></ul><ul><li>Actively seek information in decision-making </li></ul><ul><li>Well-informed about world and national events </li></ul><ul><li>“ Innovator ” Characteristics </li></ul><ul><li>Innovators are very active consumers. Purchases reflect cultivated tastes for upscale, niche products and services. </li></ul><ul><li>High self-esteem </li></ul><ul><li>Abundant resources </li></ul><ul><li>Change leaders </li></ul><ul><li>Receptive to new ideas and technologies </li></ul><ul><li>Varied lives; lots of interests </li></ul><ul><li>Possessions and recreation reflect a cultivated taste for the finer things in life </li></ul><ul><li>Image is important as an expression of their taste, independence, and personality </li></ul>
  13. 13. The Best Brands Connect using Public Radio
  14. 14. Underwriting Creates Connections Listeners reward Underwriters who join CPR Social Network <ul><li>58% believe public radio sponsors are more credible. </li></ul><ul><li>59% believe public radio sponsors offer higher quality products and services. </li></ul><ul><li>75% of public radio listeners prefer to buy from a company that sponsors public radio. </li></ul><ul><li>80% of public radio listeners say their opinion of a company becomes more positive when they hear the organization sponsors public radio. </li></ul><ul><li>95% of listeners have taken direct action as a result of hearing an underwriting credit. </li></ul><ul><li>Source: Jacobs Media Research </li></ul>
  15. 15. Underwriting: Stand Out By Standing Apart <ul><li>Low spot load: Just three minutes per hour in drive-time. (Norm in commercial radio is 16-20 minutes.) </li></ul><ul><li>High share of voice: Fewer advertisers mean less competition for the listeners ’ attention. </li></ul><ul><li>Excellent Listener Experience: Listeners stay tuned. (41% are “P1” listeners; average TSL=8+ Hours/Week) </li></ul><ul><li>Non-commercial language governed by FCC. </li></ul><ul><li>Demonstrates community involvement while delivering marketing results. </li></ul>
  16. 16. Multi-Platform Marketing Opportunity Product Mix Provides Opportunities To Enhance On-Air <ul><li>Web sites attract 190,000 visitors per month </li></ul><ul><li>Streaming Content available online </li></ul><ul><li>E-newsletter (18,000+ opt-in recipients; twice per month) </li></ul><ul><li>Event sponsorship ( Capitol Steps, Wait-Wait Don ’ t Tell Me , Prairie Home Companion ) </li></ul><ul><li>Perks Member Card Sponsorship </li></ul><ul><li>Pledge Matching Grants </li></ul><ul><li>Arts Matching Grant </li></ul>
  17. 17. This is Cincinnati Public Radio Questions?