This is Cincinnati Public This is Cincinnati Public RadioRadio

Reaching The City’s most affluent, educatedReaching The City’s most affluent, educated and engaged audience.and engaged audience.

Cincinnati Public Radio is a not-for-profit organization

that operates three public radio stations:

NPR News/Talk (Founded 1970)

NPR News/Talk (Founded 1950)

Classical Music (Founded 1960)

► 36 employees ► $6.4 m Annual Revenue ► 274,000 Weekly Listeners

Board of Directors: Community LeadershipChairmanRichard Graeter Executive VP Graeters Inc.

Otto M. Budig Chairman, Budco Group, Inc.

Joe Mendelsohn Arts Supporter

Vice ChairmanPeter Block Author/Management Consultant

Dr. Richard Campbell Director of Journalism, Miami University

Murray Sinclaire CEO, Ross, Sinclaire & Associates

TreasurerBrian Gillan Partner, Wood & Lamping LLP

Mark Contreras Sr. VP-Newspapers, The E.W. Scripps

Norma Skoog Management Consultant

Community Board ChairWilliam Cartwright Retired Business Owner

Debora Del Valle Director-Public Relations, Xavier University

Mary Stagaman VP-External Relations, UC

PresidentRichard Eiswerth President, Cincinnati Public Radio

William Fee VP, General Manager, WCPO TV

James Wesner Chief Counsel (retired) UC

SecretaryJeffrey 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

News

Talk

Entertainment

WVXU/ WMUB: 194,500 Weekly Listeners“Connecting Listeners To A World Of Ideas”

WGUC: 111,600 Weekly Listeners

“Music for the Heart, Mind and Spirit”

Rated #1, best-performing classical music station in the country.

Locally programmed with full on-air staff.

Rebroadcast of all Cincinnati Symphony, Cincinnati Opera, and May Festival performances under exclusive agreement.

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.

Exceptional Audience EngagementProgramming Attracts Record Listeners and Revenue in FY09

Record Underwriting, Up 8.3%

Nationwide, Radio advertising is down 27%

Record Member Donations, Up 5.6%

Nationwide, individual philanthropy is down 6.3%

Record Listening, Up 13%

Nationwide, radio listening is down 4.6%

Sources: CPR Financial Data, Wall Street Journal, Giving USA Foundation, Arbitron

Local Underwriting and Membership Drive RevenueGovernment 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)

Steady Audience Growth Demonstrates StrengthWVXU audience share up 82% Since 2005

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Spring '05 Spring '06 Spring '07 Spring '08 Spring '09

WGUC

WVXU

TotalAudience

Cincinnati Public Radio Ranks #5 In ListeningCPR is the only locally-owned broadcaster in the Top 10

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

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WKRC News/ Talk 193,300 Clear Channel*Cincinnati Metro Area Listeners

Audience Demographics

Affluent: One-third earn $100,000+

Highly Educated: 44% College Graduates; 31% have advanced degrees.

52% Male, 48% Female.

Median Age 53 (WVXU); 35-44 is single largest listener group.

Politically Diverse: Fully half are Independents.

67% more likely to be professionals; 40% more likely to be business owners/corporate officers.

Public Radio Attracts a Unique AudienceAffluent , sophisticated, successful thought leaders

VALS Framework

“Innovator/Thinkers” represent 70% of Core listeners and donors.

Uses psychology to link personality traits with consumer behaviors.

Examines primary motivation and resources.

Used to examine public radio audience since 1988.

VALS Innovator/Thinkers: Active, Discriminating Consumers.

“Thinker” Characteristics

Thinkers are conservative, practical consumers; they look for durability, functionality, and value in products.

Motivated by ideals Mature, satisfied, comfortable High Income Reflective Well educated Value order, knowledge, and responsibility Respect status quo, but also open to new ideas Actively seek information in decision-making Well-informed about world and national events

“Innovator” Characteristics

Innovators are very active consumers. Purchases reflect cultivated tastes for upscale, niche products and services.

High self-esteem Abundant resources Change leaders Receptive to new ideas and technologies Varied lives; lots of interests Possessions and recreation reflect a cultivated

taste for the finer things in life Image is important as an expression of their

taste, independence, and personality

The Best Brands Connect using Public Radio

Underwriting Creates ConnectionsListeners reward Underwriters who join CPR Social Network

58% believe public radio sponsors are more credible.

59% believe public radio sponsors offer higher quality products and services.

75% of public radio listeners prefer to buy from a company that sponsors public radio.

80% of public radio listeners say their opinion of a company becomes more positive when they hear the organization sponsors public radio.

95% of listeners have taken direct action as a result of hearing an underwriting credit.

Source: Jacobs Media Research

Underwriting: Stand Out By Standing Apart

Low spot load: Just three minutes per hour in drive-time. (Norm in commercial radio is 16-20 minutes.)

High share of voice: Fewer advertisers mean less competition for the listeners’ attention.

Excellent Listener Experience: Listeners stay tuned. (41% are “P1” listeners; average TSL=8+ Hours/Week)

Non-commercial language governed by FCC.

Demonstrates community involvement while delivering marketing results.

Multi-Platform Marketing OpportunityProduct Mix Provides Opportunities To Enhance On-Air

Web sites attract 190,000 visitors per month

Streaming Content available online

E-newsletter (18,000+ opt-in recipients; twice per month)

Event sponsorship (Capitol Steps, Wait-Wait Don’t Tell Me,

Prairie Home Companion)

Perks Member Card Sponsorship

Pledge Matching Grants

Arts Matching Grant

This is Cincinnati Public This is Cincinnati Public RadioRadio

Questions?Questions?