Welcome!

1. Welcome! Kathy Woodford Director of Corporate Support Kathleen.Woodford@umontana.edu 243-4219 Linda Talbott Associate Director Broadcast Media Center Linda.Talbott@umontana.edu 243-4215

3. Outline • MTPR Background • MTPR Program Overview • MTPR versus Commercial Radio • What is a Sponsor? • Our Listeners • The value of a Sponsorship: The Halo Effect • How to become a Sponsor

4. Number Radio Stations:Missoula/Bitterroot 23Helena 8Kalispell 9Butte 6

5. Montana Public Radiothe ONLY place to find: Award-winning Montana News Your SOURCE for NPR and Montana news, jazz, classical, literary and children’s programs.

6. Montana Public Radio Licensed to The University of Montana. • We reach over 70,000 listeners every week in Missoula, Hamilton, Kalispell, Whitefish, Butte, Helena, and Great Falls. • We have 8 transmitters and 6 translators in Western and Central Montana. • We stream and podcast at mtpr.org (140 users per hour).

7. Signal Improvement Project Northwest Montana • New Transmitter for Libby • New Transmitter for Polson • Better Signal in Kalispell & the North Valley

8. Signal improvement project Missoula Improve signal in the Missoula Valley, 91.5 FM Rebuild MTPR main production studio

9. Our Mission Montana Public Radio enriches the mind and spirit, inspires a lifetime of learning connects communities through access toexceptional programming.

10. NEWS Extensive Service Local. National. International. Scott Simon Audie Cornish

11. We’re proud of our award winning news team with reporters in the Flathead, Helena, & Missoula. Extensive NEWS Service Sally Mauk National. International. Local. Katrin Frye Dan Boyce

12. *the nation’s longest running children’s program! Musician’s Spotlight with John Floridis The Food Guys with Greg Patent & Jon Jackson Annie Garde City Lights Great Local Programs Freeforms an eclectic mix of local… Pazz&Jop Beth Judy, a.k.a. Flora Delaterre

13. National Favorites Brooke Bob Gladstone Garfield Ira Glass Garrison Keillor an eclectic mix of local… …and national programs! Isaiah Sheffer

14. Montana Public RadioMarketing Find New Customers While Strengthening Your Community Ties

15. A business or organization that supports programming and receives on-air recognition. You might hear ‘sponsor’ & ‘underwriter’ used interchangeably. It’s all the same thing! What is a sponsor?

16. Montana Public Radio Excellent to: Add to your public image - “Halo Effect” Announce new products, events, services Get and keep customers Reach a highly desirable target audience Not appropriate for: • Price reductions or sales • Special offers • Inducements to buy

17. Less is More! 51 minutes of Programming • Commercial radio airs an average of 9 minutes of advertising announcements per hour. • Montana Public Radio has at the most, 1 minute 15 seconds of sponsorship announcements per hour. 9 minutes of Commercials 1.25 minutes of Sponsorships 58.75 minutes of Programming

18. Less is More! • The average American is exposed to 600 advertising messages every day. • Too many radio ads can create clutter and frustrate listeners. • Younger listeners find too many ads annoying. • Older listeners are bothered by annoying, loud, or obnoxious ads.

19. Less is More! Studies show: • The less copy in a radio announcement, the better it will sound • The first ad in a break is most often the one that listeners remember • Repeating a company name or phone number does not guarantee listeners will remember it, but it can irritate them!

20. Listeners turn to MTPR • Escape clutter, annoying sound effects, speed reading, & repetitive information. • Hear short, tasteful & noticeable messages. Montana Public Radio is an escape! Craig Shannon, Missoula Attorney & MTPR Sponsor

21. Who Listens to Montana Public Radio?

22. Montana Public Radio • Reach over 70,000 listeners every week • More than the population of Missoula (population 57,053) • More than the populations of Helena and Kalispell combined! (Helena’s population 25,780; Kalispell 14,223)* *2009 U.S. Census figures

23. Compared to other stations (eastlan) A12+

24. MTPR Audiences are Loyal & Supportive Spend an average of 4 hours PER DAY listening to Montana Public Radio. They contribute financially to the station. They prefer to patronize businesses who support the station.

25. MTPR Audiences are Loyal & Supportive • Members and Sponsors contribute 65% of our total funding.

26. Members by County

27. Montana Public Radio listeners are: Very active. driven to learn more travel more become more involved in their communities influence the world around them From all income brackets. occupations political ideologies Interested and engaged. pursue many different hobbies Source: MRI Doublebase 2010

28. NPR Listeners Value: Learning:Continuing to learn throughout my life (93%) Source: MRI Doublebase 2010

29. Honesty: Being sincere, having integrity (95%) Freedom: Freedom of action and thought (93%) Stable Personal Relationships: Maintaining a long term commitment to family and loved ones (94%) Protecting the Family: Having safety for loved ones (93%) NPR Listeners Value: Source: MRI Doublebase 2010

30. NPR Listeners Value: Duty: Fulfilling obligations to family, community, & country (84%) Having Fun: Having a good time (83%) Romance: Having romance in my life (78%) • Enjoying Life:Doing things • because I like them (90%) • Equality:Desire equal • opportunity for all (86%) Source: MRI Doublebase 2010

31. NPR listeners … 65% dining out 54% entertain at home 65% read books 60% listen to music 51% go to museums and live theater 26% swim or bike for exercise …leisure activities Source: MRI Doublebase 2012

32. Demographics: Age Median Age United States: 45.4 NPR Audience: 48.8 Source: MRI Doublebase 2010

33. Demographic: Income Median Household Income United States: $59,500 NPR Audience: $92,400 Source: MRI Doublebase 2010 39%of MTPR listeners have average household income between $50,000 and $74,000

34. Education NPR Small Market survey 2012

35. Public participation & politics NPR reaches a politically diverse audience NPR has a higher concentration of voters in its audience than any of the cable news networks. 71% of NPR listeners voted in federal, state and local elections. Source: MRI Doublebase 2012

36. NPR listeners … 3 times more likely to engage in multiple public activities. 5 times more likely to participate in environmental causes 3 times more likely to participate in groups that influence public policy. 43% participated in a club or organization 40% gaveto a non-religious charitable organization 38 % gave to a religious organization …when compared to the U.S. as a whole …and they are givers Source: NPR Small Market Survey 2012 & MRI Doublebase 2010

37. Family

38. Our Listeners by Day Part

39. Weekday Listeners

40. Saturday Listeners Average Saturday Listeners 93,328

41. Sunday Listeners Average Sunday Listeners 78,485

43. Ages 25-34 Listeners

44. Ages 35-44 Listeners

45. Ages 45-49 Listeners

46. A50-54 Listeners

47. A55-64 Listeners

48. 65 and older Listeners

49. What is the Value of Sponsorship?

50. Sponsors are noticed! Listeners pay attention to them. Listeners are comfortable with the selection of sponsors, quantity of credits, length of breaks. Listeners appreciate sponsors who have public radio’s core values at heart - “Halo Effect” Messages are held to the same quality standards as the programming.