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Our Sponsors tell us that Public Radio is the most effective part of their marketing plan
Here’s why
Our Audience
2.9%9.4%
24.2%
9.8%13.8%
19.5%
13.8%
6.6%
21-24
25-34
35-44
45-49
50-54
55-64
65-74
75+
Age Analysis
Source: Media Audit Dec 2008 – Jan 2009
Gender Profile
Source: Media Audit Dec 2008 – Jan 2009
54.2%
45.8%
MaleFemale
Ethnicity Profile
Source: Media Audit Dec 2008 – Jan 2009
89.2%
5.2%
3.2%
2.4%
White
Not Reported
Hispanic
Black
Annual Income
Source: Media Audit Dec 2008 – Jan 2009
3.1%6.4%
15.7%
24.0%
11.0%
9.8%
18.7%
11.2%
<15K15K-25K25K-35K35K-50K50K-75K75K-100K100K-150K150K+
Education Profile
Source: Media Audit Dec 2008 – Jan 2009
7.2%
22.9%
23.1%
46.2%
HS Grad
Some College
College Grad
Adv. Degree
Public Radio’s signal extends throughout the region, ensuring that everyone who should hear
your message will.
Business Decision Makers
Source: NPR Profile 2009
214
200
176
160
141
100
100
100
100
100
274100
0 50 100 150 200 250 300
President of Co.
Vice-President
CEO
Sit On A Board
Owner/Partner
Manager
Avg. USA
NPR
Adults – 25-54 years old
Source: Media Audit Dec 2008 – Jan 2009
7.9
7.16.7
6.0
5.2
0.0
1.0
2.0
3.0
4.0
5.0
6.0
7.0
8.0
1
WAMZ-FMWVEZ-FMPublic RadioWHASWGZB-FM
Household Income – 100K +
14.7
10.5
8.6
7.0
5.0
0.0
2.0
4.0
6.0
8.0
10.0
12.0
14.0
16.0
1
Public Radio
WHAS
WAMZ-FM
WMJM-FM
WSFR-FM
Source: Media Audit Dec 2008 – Jan 2009
College Degree (One or More Degree)
Source: Media Audit Dec 2008 – Jan 2009
15.6
12.5
7.3 7.3
5.3
0.0
2.0
4.0
6.0
8.0
10.0
12.0
14.0
16.0
1
Pubilc RadioWHASWAMZ-FMWVEZ-FMWXMA-FM
Occupation – Professional/Tech.
Source: Media Audit Dec 2008 – Jan 2009
21.0
11.6
9.88.8
6.4
0.0
5.0
10.0
15.0
20.0
25.0
1
Public Radio
WAMZ-FM
WHAS
WXMA-FM
WJIE-FM
Internet/e-Commerce: 12+ Purchases Past Year
Source: Media Audit Dec 2008 – Jan 2009
12.4
9.3
6.6
5.4 5.2
0.0
2.0
4.0
6.0
8.0
10.0
12.0
14.0
1
Public Radio
WAMZ-FM
WVEZ-FM
WSFR-FM
WQNU-FM
Public Radio listeners represent the money,
brains, and influence of Metro Louisville
And they love our sponsors
When price and quality are equal, you prefer to buy products from companies that
support public radio.
0
5
10
15
20
25
30
35
40
45
AgreeStrongly
Agree Disagree DisagreeStrongly
Don'tKnow
Source: Jacobs Media Underwriting Research Review June 2003
Your opinion of a company is more positive when you find out it supports
public radio
0
5
10
15
20
25
30
35
40
45
AgreeStrongly
Agree Disagree DisagreeStrongly
Don'tKnow
Source: Jacobs Media Underwriting Research Review June 2003
And respond to our sponsors’ messages
36 45 13 10
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
agree strongly
agree
disagree
disagree strongly
don't know
Source: Edison Media Research: Underwriters Survey All Respondents – June 2007
The social and cultural values of public radio sponsors usually fit closely with
your own values.
14 51 24 2
0% 20% 40% 60% 80% 100%
agree strongly
agree
disagree
disagree strongly
don't know
Source: Edison Media Research: Underwriters Survey All Respondents – June 2007
The products and services you hear on public radio are one you personally use
or purchase.
62 38
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
% saying "Yes"
Because of a sponsorship announcement on a public radio
station, have you considered a new product or service?
Source: Edison Media Research: Underwriters Survey All Respondents – June 2007
51 49
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
% saying "Yes"
Because of a sponsorship announcement on a public radio
station, have you visited a sponsor’s website?
Source: Edison Media Research: Underwriters Survey All Respondents – June 2007
46 54
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
% saying "Yes"
Because of a sponsorship announcement on a public radio
station, have you visited a store or location?
Source: Edison Media Research: Underwriters Survey All Respondents – June 2007
9 91
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
% saying "Yes"
Because of a sponsorship announcement on a public radio station, have you switched to a
different brand or service?
Source: Edison Media Research: Underwriters Survey All Respondents – June 2007
Because every client is different, we reject cookie-
cutter approaches to scheduling. Instead, we
customize every plan to fit our clients’ specific needs.
Rate Card
Louisville Public Media, WFPL-FM, WUOL-FM and WFPK-FM, has structured spot scheduling to generate maximum reach and frequency via all three stations. The rates below reflect the price for one announcement on each of the three stations. In other words, for $80 you will receive 1x on WFPL, 1x on WUOL and 1x on WFPK.
Monday – Sunday 6a-8p Equal Rotation $80Monday – Sunday 6a-12m R.O.S. $70Monday – Sunday 8p-12m $25*
Any TWO stations are available at a combo rate of $70 6a-8p, and $60 6a-12m. A single station is $60 6a-8p, and $50 6a-12m.
The rate for a specific program on a single station is $80. Any fixed position announcement on a single station is $90.
*$25 8p-12m rate applies only when spots are also scheduled 6a-8p. Rate for 8p-12m only is $40.Spots are limited to one per hour. Certain legal restrictions apply to the content of announcements. Louisville Public Media’s interpretation of FCC regulations applies in determining acceptability of wording used. Louisville Public Media maintains the right to reject language that is deemed incompatible with our broadcast mission. (See “Underwriting Policy”)
Put your message on Public Radio
Your customers get it
