U S C Radio Group Listener Supported Classical

U. S. C. Radio Group Listener Supported Classical Public Radio The Driving Force and Center of the Bay Area and Southern California’s Arts Ecosystem

USC Radio Group - Overview Format: Classical Public Radio – Non Commercial/Listener Supported + Underwriting/Sponsorship Music: Primary focus on Baroque, Classical, and Romantic Eras: 17 th Century to Early 20 th Century • Remainder is late 19 th- 20 th Century Melodic pieces, Vocal, Contemporary and Movie Music Status: • KDFC is The Bay Area’s ONLY Classical music station • KUSC is the nation’s LARGEST Classical music station KDFC’s Mission Classical KDFC provides access to great classical music, offers education and insight to this music for a sophisticated Bay Area audience, and supports the local arts community as its voice of the arts and as a portal to the rich diversity of our performing arts scene KUSC’s Mission To make classical music and the arts a more important part of more people’s lives by presenting high quality classical music programming, and by producing and presenting programming featuring the arts and culture of Southern California

U. S. C. Radio Group – Delivery/Distribution KUSC KDFC 90. 3 FM San Francisco- Berkeley- Oakland 104. 9 FM Silicon Valley: San Jose- The Peninsula 89. 9 FM 90. 3 FM 92. 5 FM Wine Country: Napa - Santa Rosa South Bay: Los Gatos – Saratoga North Bay: Ukiah – Lakeport kdfc. com KDFC Mobile App 91. 5 FM Los Angeles 93. 7 FM Santa Barbara 99. 7 FM San Luis Obispo 88. 5 FM Palm Springs 91. 1 FM Thousand Oaks kusc. org KUSC Mobile App

U. S. C. Radio Group – Ecosystem USC Radio Group Community 67, 000 Members/Donors § 42, 000 KUSC § 25, 000 KDFC § $8. 5 Million in annual listener support § 1, 033, 100 weekly listeners on FM signals o o § § § A balanced audience across age groups: 6+ 96, 300 per week are “Kids” aged 6 -17! 240, 892 monthly unique streaming listeners 266, 984 monthly unique visitors to websites 94, 000 email opt-in database members Bay Area and So. Cal Arts Ecosystem 1, 500+ Arts Organizations Symphony Orchestras, Theatre Groups, Operas, Museums, Vocal and Choir Groups, Dance and Ballet Co. ’s Nearly 1 in 4 are MUSIC Organizations Since 2011, over 600 different Arts Groups, Museums, Performances and Festivals showcased with on-air and digital platforms by KDFC’s “State of the Arts”, KDFC’s “Top 5”, and KUSC’s “Arts Alive” Outreach, Regular Broadcasts and Partnerships: � � � San Francisco Symphony San Francisco Opera Philharmonia Baroque Metropolitan Opera Bay Area Mix Local Vocals Star-Spangled Sing-Off USC’s Thornton School of Music Classical Classroom Crusaders Fall Arts Preview 37, 000 annual attendees

U. S. C. Radio Group – LISTENERS The USC Radio Group’s appeal is broad and diverse: From those whose knowledge is limited but passion for the music and daily usage is significant, to those with extensive classical musical experience, knowledge and passion. An advanced education is the common and consistent thread through the USC Radio Group’s audience: 40 to 50 -Something Women- “Mozart Moms” � � College educated, likely played a musical instrument in youth, now typically employed in a supervisor or managerial capacity A sophisticated woman who leads a busy, often time starved life: Has high school or college aged kids Has great passion for the music without extensive depth of knowledge - believes in the value and benefits of Classical Music Typically attends arts performances or museums 2 -3 x per year, with primary “participation” via the radio/USC Radio Group 50 to 60 -Something Men- “Executive Dads” � � College educated, a “Corner Office Guy”, typically leading a team or a department at a tech company - in peak earning years Attends local sporting events, likely watches and listens to events on TV and the Radio…in addition to the USC Radio Group Knowledge of Classical Music is a hobby, enjoys the companionship of listening at work and the facts/ history of the music Rarely attends performances or arts venues, relying on access provided by USC Radio Group “Culture Vultures” – Adults 25 and Up! � College Educated, likely with an advanced education and degree � Frequent and often obsessive consumers of the arts and cultural events � A person who loves art, music, movies, and dance, and all forms of culture so much that they stay abreast of and consume it almost indiscriminately � They possess and display eclectic styles and tastes

U. S. C. Radio Group – LISTENERS 40 to 60 -Something Women- “Arts Enthusiasts“ � � College or an advanced college degree Employed in occupations that “give back”: Teacher, Non Profit Organization, Fundraiser, Counselor, Social Work The arts are a significant part of their life, with painting and arts/crafts/fairs as hobbies Passion for the music more important than knowledge, and has the time and money to regularly attend performances and museums 45 -69 Year Old - “Engineer Guys” � College educated men crossing both the Gen X and Boomer demographics � Love the complexity of classical music, approach it “analytically” � Active listener with strong opinions and tastes, attends performances often and is passionate about the musicianship and the mechanics of the performance 70+Women and Men – “Institutional Guardians” � Pre-boomer (“Silent” or “Pre-War”) generation, with classical music part of their upbringing � College educated , retired or consulting/serving on boards, “worldly” as a result of travel/life experiences � Heavy listeners, they feel disenfranchised by contemporary radio and other music platforms, enjoy the companionship of the station and have the strongest affinity with the on-air Hosts � Regularly attend performances and museums - have both the time and the money

U. S. C. Radio Group – AUDIENCE USC Radio Group DIGITAL Weekly Listeners: 1, 033, 100 Median Age: 52 Ethnic Comp: White/Other Asian Hispanic African-American Gender: 67% 10% 19% 4% Male: Female: 51% 49% P 6 -17 P 18 -24 P 25 -34 P 35 -44 P 45 -54 P 55 -64 P 65 -74 P 75+ 10% 5% 16% 13% 16% 15% 12% Audience Comp: Mo. Page Views: 673, 437 Unique Visitors: 266, 984 Mo. Streaming Uniques: 240, 892 Mo. Streaming Listening Hours: 1, 959, 715 Email database/members: 95, 000 Facebook Likes: 46, 198 sources: Nielsen Audio SF&LA MSA’s Jan-Dec 2015, 6+ and 18+ weekly cume/comp. , Scarborough R 2 2015 Aug 14 -Jul 15 P 18+, Google Analytics/Triton and Webcast Metrics

U. S. C. Radio Group – AUDIENCE Educated, Influential, Affluent, Engaged, and with Diverse Interests… Educated College Degree or More Affluent HH Income $100 K+ Own Home Target Persons % of USC Radio Group 18+ Audience 707, 818 74% 386, 735 681, 430 41% 71% “Gives Back”/Philanthropic (past 12 months) Gave $$ to Organization 778, 661 Performed Volunteer Work 347, 482 Active (past 12 months) Hiking/Backpacking 245, 744 Swimming 334, 141 Diverse Interests (attended past 12 months) Professional Sports Event 327, 443 Symphony Concert, Opera, etc. 188, 150 Museum 338, 761 Live Theater 249, 711 Country, Rock, Jazz, or Blues concert 369, 100 Nielsen SF& LA MSA’s, Scarborough R 2 2015 Aug 14 -Jul 15 P 18+ 82% 36% 26% 35% 34% 20% 35% 26% 39%

U. S. C. Radio Group- Programs/Outreach Baroque by the Bay Music from the Renaissance to the Baroque and beyond. Sunday mornings 9 am-11 am Bay Area Mix From The Top Recordings of live performances by local Bay Area based groups. 3 rd Sunday each month 8 pm Showcase of talented teenage musicians. Christopher O’Reilly hosts Sundays 7 pm Metropolitan Opera Broadcasts Modern Times Philharmonia Baroque Broadcast The Sacred Concert San Francisco Symphony Broadcasts San Francisco Opera Broadcasts KDFC is the Bay Area home for the Metropolitan Opera. Saturdays at 10 am (December-May) Music from the past 100 years featuring masters as well as emerging composers. Saturdays 10 pm Live concert recordings featuring the greatest works from the 17 th to 19 th century. 2 nd Sunday each month 8 pm American Bach Soloists Jeffrey Thomas hosts two hours of sacred choral works. Sundays 7 am-9 am Recorded live at Davies Symphony Hall. Every Tuesday night at 8 pm Voices of the SFO season and War Memorial Opera House. 1 st Sunday each month 8 pm The State of the Arts Showcase of Bay Area performing arts organizations and cultural offerings – activities, concerts, soloists, and ensembles. Every weekday at 7: 58 am, 12: 58 pm, and 5: 58 pm Travel with Rick Steves PBS travel expert shares his experiences and opinions about travel. Sundays at 6 am

U. S. C. Radio Group- Programs/Outreach Arts Alive KUSC’s acclaimed broadcast magazine, with news from the arts and Around Town event calendar. Saturday’s at 8 am A Musical Offering The Baroque period, marking the beginning of “modern” music, is explored during this twohour show. Sundays 9 am From the Top Showcase of talented teenage musicians. Christopher O’Reilly hosts Sundays 7 pm KUSC at the Beach Weekday afternoon host Rich Capparela broadcasts from his home studio on the beach in Santa Monica. Fridays at 4 pm Modern Times Music from the past 100 years featuring masters as well as emerging composers. Saturdays 10 pm The Opera Show The word of opera comes alive with an enthusiastic look through the eyes of host Duff Murphy. Saturdays 9 am The Record Shelf Host Jim Svejda guides you through the best classical recordings with his irreverent and highly opinionated views. Sundays 10 pm Soul Music is a balm for your spirit, exploring the vast choral tradition that has soothed souls and fed spirits for centuries. Sundays 6 am-9 am Thornton Center Stage This special program, hosted by Alan Chapman, is devoted to the artistry of the USC Thornton School of Music. Sundays 9 pm

U. S. C. Radio Group The Arts…: � Improve the quality of life and vibrancy in a community � Can improve academic performance for students - Educate and engage young people � Stimulate creative thinking and problem solving in our work force and children � Offer education initiatives that benefit the community � Have the capacity to contribute to the kind of positive transformational community/social change critical to CSR (Corporate Social Responsibility) and CCI (Corp. Community Initiatives) investments � Help tell the story of underrepresented voices � Are integral to community development � Help corporations create healthy work communities, attract and retain employees

U. S. C. Radio Group Companies Support The Arts Because…: � Employees want to live and work in a vibrant community � Partnering with the arts can help build market share, enhance brands, and reach new customers � The arts help get a message across in engaging ways – “HALO EFFECT” � Creativity is among the top applied skills sought by employers � The arts challenge employees to be their best � The arts create an environment that blends background, ethnicities, and cultures- DIVERSITY � Companies that support the arts show appreciation for their employees � Partnering with local arts = partnering with the whole city

U. S. C. Radio Group Why Partner with Listener Supported USC Classical Public Radio? � Expand Your Social IMPACT – partnering with the USC Radio Group provides support of, access to, and amplification for the thousands of non-profit arts groups that make the Bay Area and Los Angeles/Southern California such vibrant places to live and work • • Listener supported USC Radio Group properties are at the center of the Bay Area and Southern California Arts Ecosystem – fueling the creative and innovative economies and culture of the Silicon Valley, greater Bay Area, Hollywood and the Los Angeles Region There are nearly 750, 000 (1 in 6) creative industry jobs in the LA region � Reach and Exclusivity – Listener supported USC Radio Group properties reach more people in a week than the largest Arts organizations do in an entire season – the USC Radio Group is a VOICE for the Arts • • Via broadcast, digital, and experiential/event platforms The USC Radio Group delivers a coveted, highly educated, and passionately engaged audience and community: Over 67, 000 of them are members/donors contributing $8. 5 Million+ annually to something they get for FREE � � � 1, 500, 000 total weekly listeners 67, 000 of them are donors contributing $8. 5 Million annually to something they get for FREE 100, 000 weekly listeners are KIDS aged 6 -17!

U. S. C. Radio Group Why Partner with Listener Supported USC Classical Public Radio? � Access – our shared goal partnerships with thousands of California Arts groups allows companies a unique portal to a diversified portfolio of local and international creative works, performances, events, and exhibitions � Educational Outreach – through USC Radio Group’s support of Arts organizations’ community and educational initiatives or through our broadcast and digital profiles of the Arts, the USC Radio Group delivers on its mission to offer education and insight and produce programming featuring the arts and culture of Southern California � Halo Effect “Credit” and Branding – USC Radio Group provides amplification of your companies’ role in supporting the Arts ecosystem and making your community a better place to live and work � 75% of listeners of public broadcasting state they have a “positive” impression of companies that sponsor programming on public radio � Tax Deductible – KDFC and KUSC are 501(c)(3). Sponsor messages identifying support for public broadcasting are not considered advertising

U. S. C. Radio Group John Leathers Senior Manager – Corporate Partnerships U. S. C. Radio Group San Francisco. Los Angeles KDFC FM KUSC FM jleathers@uscradiogroup. org O: 415 -546 -8311 M: 415 -244 -9544 Linked. In Profile: John Leathers