N3 Underwriting Kit Nov08
2015-04-07
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The Northwest News Network (N3) provides comprehensive coverage of regional news issues for more than 1.4 million listeners in four states. It harnesses the power of 61 public radio stations to generate in-depth, high-quality news reports and features that capture diversity of the Great Northwest. The corporate citizens who support N3 share this commitment to quality and link their brand only with the highest standards in the marketplace. Underwriting this innovative effort helps these businesses – and yours – achieve a number of goals: Building your brand through support of award-winning news programming Generating community goodwill through your commitment to public radio Reaching a regional audience that is affluent, educated and influential We invite you to learn more about the Northwest News Network and how support for this initiative will reinforce your strong standing as a regional leader. This proposal will answer a number of important questions: What is the impact of public radio? How does the Northwest News Network benefit our region? o What areas does it serve? o Which stations participate? Who is listening? What is the most powerful message for this medium? Who are my peers in the N3 community? On behalf of our more than 1.4 million listeners, thank you in advance for taking time to learn more about public radio and the Northwest News Network. 1 How does N3 benefit our region? The Northwest News Network provides comprehensive, cost-effective local news coverage for the entire Northwest – from Northern California to Southern British Columbia, from Idaho to the Pacific Ocean. Regional Perspective The Northwest News Network (N3) was founded in 1989 as a vehicle for inter-station cooperation. N3 members broadcast on 60 stations throughout the region, including three stations in the top-25 Arbitron markets. The aggregated weekly cumulative audience of these stations exceeds 1.4 million, with listeners as far south as Mendocino, California and as far north as Vancouver, British Columbia. Its primary design was to expand an existing regional reporting cooperative to reach key underserved regions of the Northwest. Collaborative Effort N3 is a model of how competing major-metro stations can collaborate to provide costefficient pool coverage of ongoing news events. It is also a model of how large urban stations and smaller rural stations can benefit by crafting equitable cost-sharing arrangements to finance regional news reports that all stations can broadcast. Team Coverage The regional N3 team generates spot news reports and feature-length news stories which is integrated into existing programming aired by public radio stations throughout the region, and can be carried nationally by public radio news programs when appropriate. 2 What areas does N3 serve? 3 Which public radio stations participate? Member Name KUOW KPLU Oregon Public Broadcasting Northwest Public Radio Boise State Radio Stations KUOW-FM, Seattle, WA KUOW-AM, Tumwater, WA KXOT, Tacoma, WA KPLU, Seattle, WA KPLI, Olympia, WA KVIX, Port Angeles, WA / Victoria, BC KOPB, Portland, OR KOPB-AM, Eugene, OR KOAB, Bend, OR KOAC-AM, Corvallis, OR KOGL, Glenendon Beach, OR KOTD, The Dalles, OR KRBM, Pendleton, OR KTVR, LaGrande, OR KOAP, Lakeview, OR KTMK, Tillamook, OR KOBK, Baker City, OR KZAZ, Bellingham, WA KNWY, Yakima, WA KNWP, Port Angeles, WA KMWS, Mt. Vernon, WA KFAE, Richland/Pasco/Kennewick, WA KWWS, Walla Walla, WA KNWR, Ellensburg/Wenatchee, WA KQWS, Omak, WA KLWS, Moses Lake, WA KWSU, Pullman, WA/Moscow, ID KRFA, Moscow/Pullman, WA KNWV, Clarkston, WA/Lewiston, ID KNWO, Cottonwood/Grangeville, ID KBSU-FM, Boise, ID KBSU-AM, Boise, ID KBSX, Boise, ID KBSK, McCall, ID KBSM, McCall, ID KBSQ, McCall, ID KEZJ, Twin Falls, ID KBSW, Twin Falls, ID KBSY, Burley, ID KBSJ, Jackpot, NV Weekly Cumulative Audience 368,000 300,400 343,900 93,000 84,200 4 Jefferson Public Radio KLCC Spokane Public Radio Coast Community Radio KNHT, Rio Dell/Eureka, CA KNYR, Yreka, CA KNCA, Burney/Redding, CA KNHM, Eureka, CA KNSQ, Mt. Shasta/Yreka, CA KOOZ, Myrtle Pt./Coos Bay, OR KSBA, Coos Bay/Port Orford/Roseburg, OR KSOR, Ashland, OR KSRG, Ashland, OR KSMF, Ashland, OR KSRS, Roseburg, OR KSKF, Klamath Falls/Callahan, OR KLCC, Eugene, OR KLBR, Bend, OR KLFO, Florence, OR KLCO, Newport, OR KLFR, Reedsport, OR KMPQ, Roseburg, OR KPBX, Spokane, WA KSFC, Spokane, WA KIBX, Bonners Ferry, ID KMUN, Astoria, OR KTCB, Tillamook, OR KCPB, Warrenton, OR 70,000 69,900 67,200 n/a Audience information: Arbitron© Fall 07/Spring07; MSA for all areas. KMUN does not subscribe to Arbitron. 5 Who is listening? NPR Audience and Overall U.S. Population 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 93% 63% 56% 77% 70% 93% 75% 70% 48% 75% 66% 90% 70% 41% 18% 5% Married Own home Any public Contributed activities in to Public the past year Broadcasting NPR Voted in Would like to Would like to Like to learn local, state spend a know about about art, or federal year/more in how the culture & election a foreign universe history country works US Total * Urban and rural, coastal and inland, the public radio listeners served by N3 share important characteristics: More affluent than general population More likely to work in influential roles Most likely to be college educated More engaged in their community These are listeners who are keenly interested in local affairs and place a premium on the objective, in-depth news that can only be found through N3: “Public radio listeners… view events in their communities as parts of an interconnected web of causal relationships. In their view, no event is isolated on any level - local, national or international.” - Walrus Research, 2001 Each week, N3 broadcasts will carry your message of support to more than 1.4 million of these individuals. 6 Who is listening? Educational Background 70% 62% 60% 50% 40% 35% 28% 30% 20% 16% 19% 25% 17% 8% 10% 0% Some College Bachelor Degree NPR Post Graduate Graduated from College or more US Total * Occupations 35% 32% 30% 25% 20% 15% 13% 16% 15% 13% 10% 10% 5% 0% Sales and Office Management, Business and Financial NPR Professionals and Related US Total * By supporting N3, your company will be positioned positively before this influential audience of consumers, investors and leaders. Support will: Build your brand by linking your business with award-winning news Generate community goodwill by funding a nonprofit medium Highlight your leadership on regional issues Show your commitment to the diversity and character of the Great Northwest Of the 64 N3 stations, three are in top 25 Arbitron markets. This powerful medium showcases your company to an audience that is more likely to support your business. 88% of NPR listeners hold a more positive opinion of a company when they learn it supports public radio. Source: NPR Station Research 2002 * Graphs pgs 6 & 7: Profile 2008, National Public Radio Audience & Corporate Research, April 2008 7 What is the most powerful message for me? Underwriting messages are statements of your corporate support for the quality programming that public radio and N3 provide. The benefits are many: Messages air in an environment free of commercial clutter Maximum of 4-6 messages air per hour: Greater message retention Regardless of message content, your support of N3 will clearly identify your business as one that is a good corporate citizen for the Northwest and values the highest standards of service for all. Successful messages are simple and elegant, and they will… State the name of your business Describe primary mission or core values of your business Offer listeners a means to contact your business to learn more Convey an objective style that listeners expect and appreciate Messages are 10 to 15 seconds in length. N3 member stations will work with you to create a winning message that best reflects your firm’s community relations and marketing goals while being mindful of the dignified editorial environment on public radio. Examples of successful messages: SUPPORT FOR THE NORTHWEST NEWS NETWORK COMES FROM THE BOEING COMPANY, RECOGNIZING THE IMPORTANCE OF AN INFORMED COMMUNITY. SUPPORT FOR KUOW COMES FROM SEATTLE-NORTHWEST SECURITIES CORPORATION, SPECIALIZING IN BONDS IN THE NORTHWEST FOR 34 YEARS WITH OFFICES IN SEATTLE, PORTLAND, BOISE AND SALT LAKE CITY. ADDITIONAL INFORMATION ABOUT S-N-W ON THE WEB AT SEATTLE NORTHWEST DOT COM. SUPPORT FOR REGIONAL NEWS COVERAGE ON KUOW COMES FROM PACIFIC SCIENCE CENTER IN SEATTLE PRESENTING "DISCOVERING THE DEAD SEA SCROLLS" OPENING SEPTEMBER 23RD, INTERACTIVE EXHIBITION FEATURES THE HISTORY AND SCIENCE OF THE BIBLICAL MANUSCRIPTS INCLUDING 4 SCROLLS ON DISPLAY FOR THE FIRST TIME; TICKET AND OTHER INFORMATION AT P-A-C-S-C-I DOT ORG. To ensure that N3 member stations remain commercial-free, messages will not issue calls to action, make claims of comparison or state prices. N3 member stations provide all underwriting credits on an equal opportunity basis. 8 In Good Company AAA of Oregon/Idaho Metro Parks Tacoma ACLU of Washington State Meuleman Mollerup, LLP Alaska/USA Federal Credit Union Moss Adams LLP AMTRAK Museum of Glass Antioch University, Seattle Nike Archaeological Legacy Institute Ocean Natural Foods Architecture Foundation of Oregon OHSU Hospitals & Clinics Astoria Chiropractic OMSI Banner Bank Oregon Shakespeare Festival BECU Oregon State University Bedrooms and More Oregon Tourism Blossom Creek Memory Care Community Pacific Power Bob Byers Volvo Peet's Coffee and Teas BRING Recycling Pharmaca Bullivant Houser Bailey PC Port of Chelan County Cadence Management Corporation Port of Seattle Cascadia Investment Consultants Portland Business Journal Central Washington University Puget Sound Blood Center Children's Hospital and Regional Medical Center Puget Sound Energy City of Bellevue Rexius Forest By-Products City of Lewiston Rogue Creamery City of Renton Sacred Heart Medical Center Coeur d'Alene Symphony San Juan Islands Visitors Bureau Columbia Memorial Hospital Foundation Seattle Aquarium Columbia River Maritime Museum Seattle City Light Community Unitarian Universalist Church Seattle Opera Companion Animal Hospital Sony Pictures Consolidated Press Southern Oregon University D.A. Davidson Spokane Opera Daily Astorian State Farm Insurance Deschutes Brewery, Bend Sterling Savings Bank Dunn Lumber Stoel Rives LLP Ecohaus Sun Valley-Ketchum Chamber and Visitors Bureau Ednetics Taméstslikt Cultural Institute Elliott Bay Book Company Ten Thousand Villages Evergreen State College Tom Douglas Restaurants F5 Networks University of Oregon School of Law First Tech Credit Union University of Washington Footwise - The Birkenstock Store University of Washington, Tacoma Fran's Chocolates Vancouver Symphony Orchestra Gonzago University Graduate School of Business Vernier Software and Technology Hellgate Excursions Vestas Wind Systems Jackson Hole Chamber of Commerce Vivace! Choral Program Jazz Alley Washington Dental Service K & L Gates, LLP Washington Potato Commission KeyBank Western Towboat Company King County Library System Whole Foods Market Lane Memorial Blood Bank Whitworth College Les Schwab Tires Willamette University Atkinson School of Business Marler Clark LLP, PS Yakima Regional Medical & Cardiac Center 9 Northwest News Network Underwriting Contacts Station Jefferson Public Radio Ashland, OR Underwriting Contact Abby Kraft kraftab@sou.edu 541/552-6771 KBSU Kathe Alters Boise, ID kalters@boisestate.edu 208/426-3671 KLCC Paula Carpenter Eugene, OR carpenterp@lanecc.edu 541/463-6000 KMUN Tom Hartland Astoria, OR dev1@kmun.org 503/325-0010 KOPB Marci Ozawa Portland, OR mozawa@opb.org 503/977-7781 KPBX Kathy Sackett Spokane, WA ksackett@kpbx.org 509/328-5729 KPLU Beverly James Seattle, WA bjames@kplu.org 206-922-1030 KUOW John R. Hill Seattle, WA jrhill@kuow.org 206/616-6746 Northwest Public Radio David Deeney ddeeney@wsu.edu (509)732-7407 10
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