Marketers of Quality Brands

Marketers of
Quality Brands:
In today’s highly fragmented, adsaturated marketing environment,
Louisville Public Media has become
the market leader in connecting
with affluent, influential adults —
your best customers and prospects.
Here are ten reasons why LPM
belongs in your marketing plan:
“Since we’ve been using public radio, just
as often as we hear ‘you sound like a
company we want to do business with,’
we also hear ‘you sound like a company
I want to work for.’ We’ve hired highly
qualified people because of our presence
on your stations.”
— Dion Dunn
Centric Consulting
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Louisville Public Media stations and platforms are
the gathering place for the market’s money, brains
and business influence.
The 200,000+ LPM weekly audience has achieved #1 ranking
in the Louisville Metro radio market with total audiences 12+,
18-49, 25-54 and 35-64.
Source: Arbitron, Louisville / Fall 2014
Metro AQH
LPM delivers high income households.
LPM delivers degree earners.
LPM delivers business decision makers.
Source: Louisville Media Audit 2011+2012
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“Louisville Public Media has
proven to be a great addition to
our marketing plan. We find the
listener demographic to be a good
match for our target customer. The
announcements are subtle and
unobtrusive and because of that have
a better level of acceptance. It really
works for us.”
— Pat Murphy
Murphy’s Camera
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The Louisville Public Media audience makes up
13% of the market’s 12+ population, and earns
almost 27% of the market’s buying power –
more than $14 billion annually.
Market-Wide Impact
Source: Arbitron, Louisville / Fall 2014
Louisville Media Audit 2011+2012
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“Public Radio allows us to put our
message of style and exceptional
customer service in front of an upscale
audience that appreciates fashion –
and a good value in their eyewear.”
— Steve Baker
Korrect Optical
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3
Louisville Public Media commands the most
valuable ingredient for results – attention.
The LPM audience leads major media in user loyalty and
time spent, creating an airtight media ecosystem, with only
6% duplication with heavy TV users, and only 11% duplication
with heavy newspaper users.
First Preferred
Media Choice
Source: Arbitron, Louisville / Fall 2013
Louisville Media Audit 2011+2012
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“Louisville Public Radio has been part
of Quest Outdoors for thirty years.
We share a bond with our customers
in supporting and loving Louisville
Public Radio, and over our store’s
lifetime Public Radio has become the
touchstone between Quest and our
many amazing customers.”
— Ryan King
Quest Outdoors
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4
For your message to be believed, it has to be
attached to a trusted source.
Louisville Public Media is the market’s most trusted medium.
The Most Trusted Source
The 2014 Harris/Nielsen Consumer Poll
Names NPR the #1 News Brand of the Year
“Something these brands have in common is their ability to connect
on a very deep level with the consumers they seek to attract.”
— Joan Sinopoli, SVP, Nielsen Consumer Insights
“Public radio has done some amazing things over the years, and has
gained some important ground, especialy since 9/11. As commercial
radio’s talk format and cable TV networks have become louder,
angrier, and more dogmatic, public radio’s stature as a credible, calm
voice of reason has grown.”
— Fred Jacobs, CEO, Jacobs Media
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“Public Radio has been our preferred
way of keeping The Irish Rover top
of mind for nearly 20 years. Not only
does it reach our customers, but they
actually thank you for your support...I
can’t think of any other advertising
that provides that kind of return.”
— Michael Reidy
The Irish Rover
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5
Louisville Public Media is the only mass medium
that builds customer loyalty.
LPM users will go out of their way to do business with you.
Public Radio = Loyalty
Public Radio Audience Loyalty – By the Numbers:
“When price and quality are equal, you prefer to buy
products from companies that support public radio.”
Public Radio = Esteem
Public radio delivers the biggest sponsor halo in the land.
“Your opinion of a company is more positive
when you find out it supports public radio.”
Jacobs Media Underwriting Research Review
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“I would love to share our successes
with Louisville Public Radio! Eclipse
has been so pleased with the response
we have received from our existing
and new customers pertaining to our
advertisement with Louisville Public
Radio. We have definitely experienced
our largest marketing response from
our public radio sponsorship, and are
thrilled with the association.”
— Kathy Reed
Eclipse Bank
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6
Your message on Louisville Public Media stations
and platforms has dominant share of voice and
higher consumer regard than trusted word-ofmouth, without the brand damage caused by
increasing consumer ad fatigue.
Consumer Ad Receptivity
Sources: MediaBrix: Native Ads Damage Brand Perceptions; Consumer Reports 2014: Why Consumers Hate Advertising
85% of Listeners have taken direct action as a result
of a public radio sponsor message.
Source: NPR Research
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“Isenberg Spray Foam has been on
Louisville Public Radio since 2011.
We use it because it is guaranteed
exposure to our target audience of
homeowners. We get great results
every month from our messages
on public radio.”
— Charlie Jenney
Isenberg Spray Foam
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7
Louisville Public Media puts more of your
marketing dollar into your best prospects’ heads.
to
How far does your marketing dollar go?
(A cost comparison based on the cost of one ¼ page ad in the Courier-Journal)*
Medium
Cost
% Reach
Frequency
GRPs
CPP
Courier-Journal ¼ page
$3,644
6.5%
1
7.0
$513
Business First ⅜ page
$3,775
2.4%
1
2.0
$1,888
WHAS TV 6A-8P
8x
$3,600
22%
1.4
23.5
$153
WHAS AM 6A-8P
29x
$3,625
8%
4
35
$104
129x
$3,655
12%
7.1
65
$56
LPM 6A-8P
Metro Adults 18+ – Source: Louisville Media Audit August-September 2013, Arbitron Fall 2014. Prices may vary.
*Comparison does not include the negative impact of consumer commercial ad avoidance as documented by Arbitron, Neilsen and Starch.
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“Advertising on public radio is our
favorite way to spend our marketing
dollars. Our money goes directly into
our community in a way that allows
Limbwalker to stay relevant with our
best prospects and customers. It is our
way of staying fresh and intelligent in
the minds of our clients and prospects.”
— Chris O’Bryan
Limbwalker Tree Service
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Louisville Public Media makes your digital
strategy work better.
Louisville Public Media delivers the market’s dominant shares of heavy internet
users and e-commerce spenders. LPM digital platforms offer the same “halo
of credibility” that extends over your on-air message. LPM digital ads offer the
connection that creates results.
LPM is a high quality digital publisher. We enable our clients to serve the right
message to the right person at the right time, in a contextually relevant, clutterfree environment, with massive share of voice.
•• Strong demographics
•• Unmatched brand affiliation
•• SEO enhancement
•• Unduplicated audience
•• Competitive separation
•• Multi-channel support
•• Consumer-embraced ad platforms
•• Accurate analytics
•• Custom Solutions
•• Cost effectiveness
•• Multi-device engagement
•• Strong “lifetime customer” potential
Source: Louisville Media Audit 2011+2012
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“We are getting so much positive
feedback about our Louisville Public
Media campaign! Wow! I wish we
had started these years ago! Our
sponsorship resonates with our
patients. Almost daily, they thank
our doctors for supporting Louisville
Public Media. This shows our message
is being heard, and understood by your
listeners, who are also our patients.”
— Mark M. Prussian
The Eye Care Institute
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9
Louisville Public Media offers custom solutions
based on your needs, not ours.
No “cookie cutter” packages.
•• Boost your brand
•• Sell your products — retail and B2B
•• Fill your event
•• Promote your corporate goodwill
•• Drive money to your website
•• Find the perfect employee
•• Kentucky-wide campaigns (500,000+ Kentucky audience)
•• Key market public radio campaigns (one stop with LPM)
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“As a promoter in the market for over
22 years, I have bought a lot of media.
Our best ROI comes from public radio
marketing. It’s in the numbers. LPM
has the listeners we want. They have
the taste. They have the resources.
And they’re loyal to the message. When
preparing to promote a show, it’s never
a question of whether to buy. It’s a
question of how much. Hands down,
LPM marketing sells concert tickets.”
— Billy Hardison
Headliner’s Music Hall
Production Simple
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10
It works.
Bennett & Co. CPAs
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“As the Marketing Manager for
a startup, it’s very important
to make sure that our voice is
heard in an increasingly noisy
media climate. With Louisville
Public Media, we connect deeply
to an audience who stand for
independence, community,
creativity and fun. Those are the
core values of Copper & Kings.
It’s been a natural partnership that
continues to serve us well.”
— Krista Kemple
Copper & Kings
“Kiel Thomson Company is a
proud supporter of public radio.
It’s important to us that we and
our community have access to
this wonderful service provided
by Louisville Public Media. We
also enjoy the benefits that
underwriting for public radio has
to offer: many of our new clients
have contacted us because we
support LPM – and many of
our past and on-going clients
have mentioned to us that they
appreciate that we help keep this
much-needed service going strong.”
— Dawn Marshall
Kiel Thomson Company
“I’ve been advertising with
Louisville Public Media for at least
four or five years, and I’ve stayed
for two reasons – the messages
have done the best in conveying
that Yang Kee Noodle is a locallyowned, Louisville-based business,
and the message gets to loyal
listeners! Our biggest fans tell
us that they really appreciate us
supporting public radio, and they
make a point of telling me they’ve
heard the message. That doesn’t
happen with other media.”
— Dan Huckestein
Yang Kee Noodle
“From the moment Consider
Boutique opened its doors in 2010,
Louisville Public Media has been
our #1 marketing source. Our ads
on all three of LPM’s Stations
are heard by all of our customers,
and we have found that these ads
create the highest response from
listeners, compared to print media.
The amazing music and news
covered by the stations is the icing
on the cake!”
— Casey Emrich
Consider Boutique
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LPM connects you to your best
customers and prospects
Photo: Alix Mattingly
LPM listeners contribute more than $2 million
per year to support the stations they love.
91.9 WFPK Waterfront Wednesday® – monthly attendance 15,000+
Find out what happens when you put your message on media that matters. Learn more about
our custom approach to your success by clicking “Business Sponsorship” at any of our station
websites, or calling (502) 814-6521.
Where quality brands prosper
wfpl.org
wuol.org
wfpk.org
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