Images: Idea Center, Kirk Nelson; World Series of Wine, Stuart Pearl Photography, Downtown Cleveland, T-Fiz; Dee Perry hosts Around Noon

Underwriting

Connect With Citizens Who Shape Northeast Ohio

More than 2.8 million people turn to ideastream each month to explore new ideas and new worlds through radio, television and online content.

View a list of ideastream's current underwriters.

Noncommercial, Uncluttered and Educational

NPR is the most respected news-gathering agency in the United States.

90.3 WCPN delivers NPR and local news, in-depth features, intelligent talk and jazz throughout Northeast Ohio.

During the weekday commute, 90.3 WCPN carries trusted national and international news from Morning Edition and All Things Considered, while local reporters cover community, regional and state issues with the same thoughtful perspective on The Sound of Ideas®. Mid-days, locally produced Around Noon explores the arts and cultural trends. On the weekends, listeners laugh with the likes of Car Talk, Wait Wait... Don't Tell Me and This American Life. During the evenings this audience unwinds to jazz.

For more than a half decade, Americans have ranked PBS the most trusted institution among nationally known organizations.

WVIZ/PBS inspires audiences to “Be More” in their pursuit of lifelong learning. In the mornings and afternoons, PBS KIDS teaches cognitive skills through imaginative shows like Sesame Street, Curious George and Clifford the Big Red Dog. In the evenings, business and community leaders rely on objective news programs like The NewsHour with Jim Lehrer and Washington Week. In Prime Time, cultural enrichment abounds with favorites like Nova, Antiques Roadshow, and American Experience. On weekends hobbyists find tips for their next "big thing" from home improvement to cooking to travel.

Original productions by ideastream capture the essence of our communities and examine local concerns, from business to legislature, from education to leisure: The Sound of Ideas®, Around Noon, The City Club, Applause, BackStage with..., Feagler & Friends, NewsDepth, and The State of Ohio.

A Dynamic Audience

90.3 WCPN

AFFLUENT
105% more likely to own a home valued over half a million
124% more likely to earn a household income of more than $150k
75% are investors
26% own more than $100k in liquid assets
18% own three or more vehicles in their household

COMMUNITY MINDED
92% vote
73% read a newspaper regularly
71% are willing to pay more for an environmentally safe product*
45% are members of a club, charity or nonprofit board*
30% participated in fundraising

INFLUENTIAL
222% more likely to participate in a group that seeks to influence public policy*
238% more likely to have written a published article*
93% more likely to be an opinion leader
71% more likely to influence business banking decisions
25% have a occupation that is professional in nature

CULTURALLY PASSIONATE
53% have attended the symphony, opera, ballet, dance or live theatre in the past year
42% read books on a regular basis
35% have attended a movie in the theater in the past month
33% flew domestically 3+ times in the past year
31% have traveled abroad in the past 2 years
23% (35+) plan to take college level courses within the next year

*Source: MRI Doublebase 2008, Base: Total U.S. Adults, NPR News Audience, All other stats from Media Audit, Nov. 2008 - Jan. 2009, A 18+

WVIZ/PBS

AFFLUENT
27% more likely to own a home valued over half a million
59% are investors
22% own more than $100k in liquid assets
23% own three or more vehicles in their household
44% more likely to own a boat

COMMUNITY MINDED
85% vote
69% read a newspaper regularly
40% more likely to be a member of a charitable organization*
39% more likely to be involved in environmental groups/causes*

INFLUENTIAL
38% more likely to be a member of a local body of government*
27% more likely to take part in any group that tries to influence public policy / government*
13% have an occupation that is professional in nature

CULTURALLY PASSIONATE
39% have attended the symphony, opera, ballet, dance or live theatre in the past year
35% read books on a regular basis
32% have attended a movie in the theater in the past month
17% flew domestically 3+ times in the past year
19% have traveled abroad in the past 2 years
12% (35+) plan to take college level courses within the next year

*Source: MRI Doublebase 2008, All other stats from Media Audit, Nov. 2008 - Jan. 2009, A 18+

Underwriting Generates Marketing Results

Delivers Return on Your Investment
95% of public radio listeners have take a direct action as a result of sponsorship, acting on their preference to do business with partners of their station.*
66% of PBS viewers would choose to buy a product from a company that supports PBS, all other things being equal.**

Builds Brand Loyalty and Trust
58% of listeners surveyed believe companies that sponsor programs on public radio are more credible than those that advertise on commercial radio.*
57% of PBS viewers agree that underwriters are industry leaders.**

Cultivates Clients and Consumers
75% of NPR listeners prefer to buy products and services from companies that support public radio, when price and quality are equal.*
46% of PBS Viewers have bought a company’s products or services because they appreciated their charity or involvement in the community.**

Shows Your Good Corporate Citizenship
80% of public radio listeners hold a more positive opinion of a company when they learn it supports public radio.*
68% feel that companies that fund PBS have a commitment to quality and excellence.**

Targets by Interest
Leverage our television programming genres to increase visibility with those most inclined to use your product or services. Learn more.

* Source: NPR / Jacobs Media, 2007, conducted by Edison Media Research.
** Source: 2006 PBS Sponsorship Awareness Study, Harris Interactive.

Strategic Marketing Partnership Focused on Your Goals

ideastream Media Options

90.3 WCPN Broadcast Messages
15-seconds long, voiced by station talent

WVIZ/PBS Broadcast Messages
15-second or 30-second message, professionally produced at no cost, to best reflect your organization’s community relations and marketing goals

Station Event Sponsorships
Station Event Sponsorships help you connect directly with our audience, offer networking opportunities with viewers, listeners and members
* WVIZ/PBS Televised Auction
* WVIZ/PBS Globe In a Glass
* WVIZ/PBS World Series of Wine

A message that is consistent with the programming, in its tone, character and style, enhances its effectiveness.

Commercial advertising is written in an attempt to cut through clutter. On 90.3 WCPN 2-10 messages air per hour. On WVIZ/PBS a maximum of 3 minutes, 14 seconds per hour is devoted to sponsorship versus up to 20 minutes on commercial TV. Without clutter, and presented in a straightforward non-commercial manner, your message stands out and resonates with the audience.

The most successful underwriters have clear, direct announcements.

These messages…
State the name of the underwriter
Describe mission, products, services or special events hosted by the underwriter
Offer listeners/viewers a means to contact the underwriter (address, phone, Web)
Are written in an objective style that listeners/viewers expect and appreciate

Your ideastream representative will work with your goals and budget to customize an effective campaign.

Underwriting on ideastream delivers dual marketing benefits to your organization: Your message reaches an exceptionally devoted audience that is hard to capture through traditional media. Your support of a respected, nonprofit public service generates goodwill.

Contact Lori Zoss Kraska today about underwriting ideastream: 216-916-6180