Media Kit - US Cellular Center

Connecting your
business with
the people who
shape Asheville
and WNC
Delivering the highest
concentration of educated,
affluent and influential
citizens. Our listeners are
your clients, customers,
patrons and employees.
Steve Busey, Director of Underwriting
Office: 828-210-4816 Cell: 828-230-6244
[email protected]
www.wcqs.org
This is NPR®
National Public Radio
NPR is the most respected news gathering agency
in the United States
WCQS delivers NPR NEWS and entertainment, classic jazz
and traditional regional music in a noncommercial,
educational environment. During the weekday commute,
WCQS carries trusted national and international news
from Morning Edition and All Things Considered—while our
staff of radio journalists covers state and regional issues
with the same thoughtful perspective.
On the weekends, listeners laugh with the likes of Car Talk,
Wait Wait…Don’t Tell Me, the perennially popular
A Prairie Home Companion and This American Life.
In the evenings, this audience enjoys NPR Jazz Profiles,
Piano Jazz, Jazz from Lincoln Center and locally produced
‘Round Midnite with Jamal Jabali and Jazz Shack with
Richard Layman.
WCQS truly is the “Heart of the Arts” in WNC making
classical music accessible with friendly and educational
commentary. WCQS supports arts and culture in
Asheville and WNC, offering a return to the
fundamentals of effective marketing – a simple, honest
message delivered to a loyal audience in a non cluttered
and high integrity environment.
Each week, WCQS reaches
approximately 80,000 highly
engaged listeners, the second
largest audience in the
Asheville Metro area,
including all public and
commercial formats.
No listeners report changing
channels due to sponsorship
announcements in contrast
to commercial radio behavior.
A Dynamic Audience
WCQS attracts loyal listeners
and supporters from all walks
of life. They are highly
educated, culturally passionate
and concerned with the issues
facing their community and
the world at large. They are
3.6 times more likely than
the average American to have
completed graduate school.
Affluent &
Influential
GENDER
Male
46%
54%
Female
EDUCATION
70%
College Grad
18%
Some College
HOUSEHOLD INCOME (000)
AGE GROUPS
18-34
35-54
55-65+
75+
14%
29%
55%
50-75
25-49
38%
24%
25%
WCQS AUDIENCE #1 RADIO STATION AMONG HOUSEHOLDS MAKING $75,000+
Median Household Income is $92,700 compared to National Average of $59,300
NPR Public Radio Profile 2014
Have an Advanced Degree
10% 36%
Professional Occupation
13% 27%
Culturally
Passionate
$500,000+ Market Price of Home
6% 13%
Donated to Arts, Cultural Organization in Last Year
14% 23%
Community
Minded
Visited a Foreign Country in the Past Year
24% 39%
Participated in Community Activities
77% 94%
Voted in Federal, State or Local Elections
45% 71%
Source GFK, MRI, NPR Profile 2014
NPR Audience
US Population
Strategic Marketing Partnership Focused on Your Goals
Underwriting on public radio
delivers dual marketing
benefits to your organization:
Your message reaches
an exceptionally devoted
audience that is hard to
capture through traditional
media and your support of
a respected, nonprofit public
service generates goodwill.
Your Asheville Public Radio representative will work with you
to customize an effective campaign that may include:
• Broadcast announcements, 15 seconds in length, written in
an objective style that listeners expect and appreciate
• 300 x 250 Banner ads on WCQS.org
• Banner ads on Member and Underwriting e-newsletters
• Streaming Broadcast Introduction
The mission of
WCQS is to provide
objective, intelligent
news and information
programing along with
engaging musical and
cultural entertainment,
free of commercial
constraints as a public
service for our
community.
Underwriting Generates Marketing Results
Delivers an excellent
ROI 95% of public radio
listeners have taken a
direct action as a result
of sponsorship, acting on
their preference to do
business with partners
of their station.
Builds Brand Loyalty
and Trust 59% of listeners surveyed
believe companies that
sponsor programs on public
radio are more credible
than those that advertise
on commercial radio.
Cultivates Clients and
Consumers 80% of NPR listeners
prefer to buy products
and services from
companies that support
public radio, when price
and quality are equal.
Corporate Citizenship
88% of public radio listeners
hold a more positive opinion
of a company when they
learn it supports public radio.
Source: NPR/Jacobs Media
Why WCQS?
Compelling and In-Depth Journalism
The environment on public radio is thoughtful, compelling and
engaging. The journalism team at WCQS provides a forum to cover
the people, issues and events that shape our region.
Quality Audience
The WCQS audience is highly educated, affluent and influential. They
have significant discretionary income and are politically and culturally
engaged in their community. 77% of NPR listeners are homeowners.
Beneficial Relationship
Just by virtue of supporting WCQS, the connection you build with
listeners predisposes their desire to do business with you. There’s a
sense of ownership with WCQS that no other media can match. And
it’s this “ownership” that creates the loyalty that we transfer to our
underwriters.
WCQS delivers an affluent,
educated and brand loyal
audience that values your
business sponsorship of the
station. Your association with
WCQS radio builds a positive
brand perception and
increases your credibility
80% of our listeners say they prefer to take their business to our sponsors:
Source: NPR/Jacobs Media
WCQS underwriting guidelines and samples
On-air public radio: sponsorship messages can…
The programming environment
on public radio is compelling,
engaging and free of clutter.
With an average of only eight,
15-second local messages per
hour (2 per break), there is
virtually no tune out. Your
message will be heard.
•
Be a maximum total length of 15 seconds
•
Announce primary information: name,
location, years in business
•
Include factual, value-neutral descriptions
of a sponsor or its products, services or
events
•
List up to 4 services provided
•
Day(s) or date(s) of event
•
Website URL
FREQUENCIES / FM
COVERAGE AREA
YANCEY
MADISON
Mars Hill
Marshall
TENNESSEE
HAYWOOD
Cherokee
Bryson
City
Asheville
Clyde
SWAIN
BUNCOMBE
Waynesville
RUTHERFORD
HENDERSON
Dillsboro
Cullowhee
JACKSON
Franklin
CHEROKEE
Black
Mountain
Sylva
GRAHAM
McDOWELL
Hendersonville
Brevard
POLK
TRANSYLVANIA
MACON
Murphy
CLAY
Highlands
GEORGIA
SOUTH
CAROLINA
88.1 Asheville,
88.5 Murphy
89.7 Cullowhee,
Waynesville,
Clyde,Webster
90.5 Brevard
91.3 Franklin
N. Georgia
91.5 Dillsboro, Sylva
94.7 Bryson City
95.3 Cherokee
Waynesville
99.3 Hendersonville
101.7 Highlands
107.5 Black Mountain
Montreat
For Instance...
...THE COMMUNITY FOUNDATION OF WESTERN NORTH CAROLINA – WORKING WITH INDIVIDUALS AND FAMILIES TO ESTABLISH CHARITABLE
FUNDS THAT SUPPORT ORGANIZATIONS AND COMMUNITIES ACROSS WESTERN NORTH CAROLINA – NOW AND FOREVER – WITH MORE AT
C-F-W-N-C DOT ORG
...INGLES SUPERMARKETS – PROVIDING SEASONAL PRODUCE, CRAFT MADE BREADS AND ORGANIC HORMONE FREE MEATS FROM LOCAL AND
REGIONAL PROVIDERS – SERVING THE REGION FOR OVER 50 YEARS – WITH MORE AT INGLES HYPHEN MARKETS DOT COM
The FCC asks Public Radio to avoid…
• Comparative, qualitative, suggestive endorsements or promotional language
• Addressing the usefulness, convenience or advantages of a
product of service
• Inducement to buy, sell, rent, lease, borrow or loan
• Price or value information
• First person or second person words which imply endorsement
(I, you, they, we)
• More than two mentions of a company name including URL
• No direct calls to action
Acceptable: “…WITH INFORMATION AVAILABLE AT ABC DOT COM”, Unacceptable: “…GO TO ABC DOT COM”
PROGRAMMING
5 AM
SUNDAY
SUNDAY
MONDAY
MONDAY
TUESDAY
TUESDAY WEDNESDAY
WEDNESDAY
PROGRAMMING
THURSDAY
THURSDAY FRIDAY
FRIDAY
SATURDAY
SATURDAY
AM 5
6 AM
6
7 AM
7
8 AM
8
9
9 AM
10 AM
10
11 AM
11
5 AM
BBC
BBC
BBC
BBC
Morning
MORNINGEdition
EDITION
On
Being
ON BEING
Selected
SELECTED
SHORTS
Shorts
Weekend
WEEKEND
Edition
EDITION
Weekend
WEEKEND
Edition
EDITION
Wait,
WAIT,Wait
WAIT
Don’t
DON’TTell
TELLMe
ME
Classical Music
CLASSICAL MUSIC
2 PM
2
5 PM
5
6
6 PM
7
7 PM
8
8 PM
2 AM
2
3 AM
3
San
SANFransisco
FRANCISCO
Symphony
SYMPHONY
Fiesta
FIESTA
C lCLASSICAL
assical
Music
MUSIC
Santa
SANTAFe
FE
RECORD
Record
Shelf
hamber ORCHESTRA
Orchestra
AMERICAN
Life LIFE CCHAMBER
SHELF
Jazz
Bob
JAZZwWITH
1 AM
1
MarketPlace
MARKETPLACE
PIANO Jazz
JAZZ
Piano
Jazz
Bob
JAZZwWITH
BOB
PARLOCHA
Parlocha
Jazz
Bob
JAZZ w
WITH
Parlocha
BOB
PARLOCHA
Chicago
CHICAGO
Symphony
SYMPHONY
Orchestra
ORCHESTRA
Jazz
rofiles
JAZZPPROFILES
Jazz
JAZZNight
NIGHTin
INAmerica
AMERICA
Classical
CLASSICAL
Music
MUSIC
Jazz
Bob
JAZZwWITH
Parlocha
BOB
PARLOCHA
Jazz w Bob
Parlocha
66AM
77AM
88AM
99AM
1010AM
1111AM
1212PM
PM
The Splendid
THE
SPLENDID
TABLE
Table
1 1PM
Marketplace
MARKETPLACE
Money
WEEKEND
2 2PM
ON THE
On The
Media
MEDIA
3 3PM
Specials
SPECIALS
THIS
This American
AMERICAN
Life LIFE
All Things
ALL
THINGS Considered
CONSIDERED
Specials
SPECIALS
Country
COUNTRY
Roots
ROOTS
CLASSICAL MUSIC
Classical Music
Fresh
FRESHAir
AIR
All Things
ALL THINGS
Considered
CONSIDERED
11
11 PM
Parlocha
BOB
PARLOCHA
AM
12
12 PM
CLASSICAL MUSIC
C CLASSICAL
lassical
Music
MUSIC
9
9 PM
This American
THIS
10 PM
10
State
of OF
Things
STATE
THINGS
Says
SAYS You
YOU
FromFROM
The Top
THE
TOP
3 PM
3
4 PM
4
CLASSICAL MUSIC
Car
Talk
CAR TALK
Wait,
WAIT, Wait
WAIT
Don’t
DON’T Tell
TELL Me
ME
Prairie
A PRAIRIE
Home
12
PM
HOME
PM 12
Companion
COMPANION
1 PM
1
5 AM
All
ALL Things
THINGS
Considered
CONSIDERED
44PM
55PM
6 6PM
APrairie
PRAIRIE
7 7PM
Home
HOME
FromFROM
The Top Companion
COMPANION
THE TOP
8 8PM
Symphony
SYMPHONY
Cast
CAST
Close
To
CLOSE TO
Home
HOME
9 9PM
1010PM
Jazz
Shack
JAZZ SHACK
Round
‘ROUND
Midnight
MIDNIGHT
1111 PM
AM
1212PM
11 AM
BBC OVERNIGHT
BBC
(Global News, World Sports, Etc)
4 AM
4
22AM
33AM
4 4AM
WCQS.org
at the app store
WCQS UNDERWRITING RATES:
In almost all cases we prepare a customized plan for each underwriter.
However, for planning purposes we invite you to use the following guidelines.
Monday
MONDAY
through
FRIDAY Friday
5am to
5am
to10am
10am
10am toto3pm
10am
3pm
3pm
to
7pm
3pm to 6:30pm
6:30p to 7pm
6:30pm
to 7pm
7p to to
12 12
MidMid
7pm
Morning
Drive-Time
Drive-Time
Classical
Music
and
Stateof
of Things
Classical
Music
and
State
Things Mid-Day
Drive-Time
Afternoon
Drive-Time
Marketplace
MarketPlace
Evenings
Evenings
SATURDAY
Saturday
7am to 8am
7am
8am
8am to
8am
to10am
10am
10am toto11am
10am
11am
11am
N noon
11amtoto1212
12
1p1pm
12noon
noontoto
1pm to
to 5pm
1pm
5pm
5pm to 6pm
5pm
6pm
6pm to
to 8pm
6pm
8pm
8pm to
8pm
to1212Mid
Mid
Price
per
NET
Message
RATE
Day-Part
DAY
PARTS
Selected
Shorts
Selected
Shorts
Weekend
Edition
Weekend
Edition
$52
$52
$31
$31
$52
$52
$52
$52
$26
$26
SATURDAY
CarCar
TalkTalk
Wait,
Tell Me
Wait,Wait...Don’t
Wait…Don't
Tell Me
The
Splendid
TableTable
The
Splendid
Mid-Day
(MarketPlace
Wkd, On
OnThe
TheMedia,
Media,
Specials, This
Mid-Day
(Marketplace Wknd,
Specials,
ThisAmerican
American Life)
Life)
All
AllThings
ThingsConsidered
Considered
Prairie Home
Companion
AA Prairie
Home
Companion
Close
Home,and
Round
Midnight
Close
ToToHome
Round
Midnight
$26
$26
$40
$40
$52
$52
$52
$52
$40
$40
$31
$31
$40
$40
$40
$40
$26
$26
SUNDAY
Sunday
7am to
to 8am
7am
8am
8am to
8am
to10am
10am
10am
10amtoto11am
11am
11am toto1pm
11am
1pm
1pm to
1pm
to5pm
5pm
5pm to
5pm
to6pm
6pm
8pm to 12 Mid
8pm to 12 Mid
OnOn
Being
Being
Weekend
Edition
Weekend
Edition
Wait, Wait...Don’t
Tell Tell
Me Me
Wait,
Wait…Don't
A Prairie
Companion
PrairieHome
Home
Companion
Mid-Day
Mid- Day
AllAll
Things
Considered
Things
Considered
Specials,Specials,
Country
Roots,
ThisThis
American
Country
Roots,
AmericanLife,
Life Jazz with Bob
Jazz with Bob
Parlocha
Parlocha
$26
$26
$40
$40
$52
$52
$40
$40
$31
$31
$40
$40
$26
$26
ROTATION
PLANS
ROTATORS
ROTATORS
MON
- FRI thru
Monday
5am to Friday
12 Mid
5am to
5am
to7pm
12Mid
5am
to- 7pm
MON
FRI
Monday
thru
5am
to 12 Mid
Sunday
5am to 7pm
5am to 12 Mid
5am to 7pm
Rotate Through 4 Day-Parts
Rotate
Evenly
4 Day-Parts
Rotate
evenly
through
4 Day-Parts
Rotate
Through
3Through
Day-Parts
Evenly
Through
3 Day-Parts
RotateRotate
evenly
through
3 Day-Parts
Rotate Through 4 Day-Parts
Rotate Through 3 Day-Parts
Rotate evenly through 4 Day-Parts
Rotateevenly
Evenlythrough
Through 3 Day-Parts
Rotate
Day-Parts
NET - RATE
Price
Per
$37
Message
$43
$37
NET$43
- RATE
Price
$32Per
Message
$36
$32
$36
WCQS SPECIAL PACKAGES
Drive Time Concentration Segment Mon-Fri, 5a-10a Mon-Fri, 3p-7p Totals Rate
Pkg
Credits Card Rate Total
5 $52 $48 $240
5 $52 $48 $240
10
$480
Average Spot Rate: $48
The Weekender
Rate
Pkg
Segment
Credits
Card
Rate
Total
Sat/Sun 7-10a
2 $40 $35 $70
Sat/Sun 10a-5p 2 $31 $25 $50
Sat/Sun 5-6p 2 $40 $25 $50
Sat/Sun, 7-10p 2 $26
$20 $40
Totals 8 $210
Average Spot Rate: $26
Maximum Audience
(no other discounts apply) Rate Pkg
Segment CreditsCard Rate Total
Mon-Fri, 5a-10a 5 $52 $35 $175
Mon-Fri, 10a-3p 5 $31 $20 $100
Mon-Fri, 3p-7p 5 $52 $35 $175
Mon-Fri, 7p-10p 5 $26 $15 $75
Weekends,Sat 7a-10p 3 $30 $20 $60
Weekends,Sun 7a-10p 3 $30 $20 $60
Totals 26 $645
Average Spot Rate: $25