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.
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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 cost-
efficient 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.
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What areas does N3 serve?
4
Which public radio stations participate?
Member Name
Stations Weekly Cumulative
Audience
KUOW KUOW-FM, Seattle, WA
KUOW-AM, Tumwater, WA
KXOT, Tacoma, WA 368,000
KPLU KPLU, Seattle, WA
KPLI, Olympia, WA
KVIX, Port Angeles, WA / Victoria, BC 300,400
Oregon Public
Broadcasting 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
343,900
Northwest Public
Radio 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
93,000
Boise State Radio 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
84,200
5
Jefferson Public
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
70,000
KLCC KLCC, Eugene, OR
KLBR, Bend, OR
KLFO, Florence, OR
KLCO, Newport, OR
KLFR, Reedsport, OR
KMPQ, Roseburg, OR
69,900
Spokane Public
Radio KPBX, Spokane, WA
KSFC, Spokane, WA
KIBX, Bonners Ferry, ID
67,200
Coast Community
Radio KMUN, Astoria, OR
KTCB, Tillamook, OR
KCPB, Warrenton, OR
n/a
Audience information: Arbitron© Fall 07/Spring07; MSA for all areas.
KMUN does not subscribe to Arbitron.
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Who is listening?
NPR Audience and Overall U.S. Population
63%
77%
93%
18%
70% 66%
93% 90%
56%
70% 75%
5%
48% 41%
75% 70%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Married Own home Any public
activities in
the past year
Contributed
to Public
Broadcasting
Voted in
local, state
or federal
election
Would like to
spend a
year/more in
a foreign
country
Would like to
know about
how the
universe
works
Like to learn
about art,
culture &
history
NPR 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.
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Who is listening?
Educational Background
16%
35% 28%
62%
19% 17%
8%
25%
0%
10%
20%
30%
40%
50%
60%
70%
Some College Bachelor Degree Post Graduate Graduated from
College or more
NPR US Total
*
Occupations
15%
32%
16%
10%
13% 13%
0%
5%
10%
15%
20%
25%
30%
35%
Sales and Office Management, Business
and Financial Professionals and
Related
NPR 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
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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.
9
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
10
Northwest News Network
Underwriting Contacts
Station Underwriting Contact
Jefferson Public Radio
Ashland, OR Abby Kraft
kraftab@sou.edu
541/552-6771
KBSU
Boise, ID Kathe Alters
kalters@boisestate.edu
208/426-3671
KLCC
Eugene, OR Paula Carpenter
carpenterp@lanecc.edu
541/463-6000
KMUN
Astoria, OR Tom Hartland
dev1@kmun.org
503/325-0010
KOPB
Portland, OR Marci Ozawa
mozawa@opb.org
503/977-7781
KPBX
Spokane, WA Kathy Sackett
ksackett@kpbx.org
509/328-5729
KPLU
Seattle, WA Beverly James
bjames@kplu.org
206-922-1030
KUOW
Seattle, WA John R. Hill
jrhill@kuow.org
206/616-6746
Northwest Public Radio David Deeney
ddeeney@wsu.edu
(509)732-7407
