KDFC -The Bay Area s Listener Supported Classical Public Radio

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Julianna Banks
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KDFC -The Bay Area s Listener Supported Classical Public Radio Format: Classical Public Radio Non Commercial/Listener Supported + Underwriting/Sponsorship Mission: Classical KDFC provides access to

1 KDFC -The Bay Area s Listener Supported Classical Public Radio Format: Classical Public Radio Non Commercial/Listener Supported + Underwriting/Sponsorship 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 Delivery/Distribution: 90.3 FM San Francisco- Berkeley- Oakland FM Silicon Valley: San Jose - The Peninsula 89.9 FM The Wine Country: Napa - Santa Rosa 90.3 FM Los Gatos - Saratoga 92.5 FM North Bay: Ukiah - Lakeport Kdfc.com Worldwide KDFC Mobile App IOS and Android Music: Classical Primary focus on Baroque, Classical, and Romantic Eras: 17 th Century to Early 20 th Century Remainder of playlist is late 19 th - 20 th Century Melodic pieces as well as some Vocal, Contemporary and Movie Music

THE LISTENERS: KDFC s appeal is broad and diverse: From those whose knowledge is limited but passion for the music and daily usage of KDFC is significant, to those with extensive classical musical

2 THE LISTENERS: KDFC s appeal is broad and diverse: From those whose knowledge is limited but passion for the music and daily usage of KDFC is significant, to those with extensive classical musical experience, knowledge and passion. An advanced education is the common and consistent thread through KDFC 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 2-3x per year, with primary participation via the radio/kdfc

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

3 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 KDFC 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 KDFC to local and internationally acclaimed groups and musicians

4 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

arts are a significant part of their life, with painting and arts/crafts/fairs as hobbies Passion for

5 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

6 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

7 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

8 KDFC FM Weekly Cume: 337,800 KDFC.com DIGITAL Mo. Page Views: 390,995 Median Age: 55 Ethnic Comp: White/Other 75% Asian 14% Hispanic 8% African-American 3% Gender: Male: 52% Female: 48% Audience Comp: P % P % P % P % P % P % P % P75+ 10% Unique Visitors: 191,984 Mo. Streaming Uniques: 104,091 Mo. Streaming Listening Hours: 1,072,292 database/members: 55,000 Facebook Likes: 20,305 sources: Nielsen Audio SF MSA Jan-Dec 2015, 6+ and 18+ weekly cume/comp., Scarborough R Aug14-Jul15 P18+, Google Analytics/Triton and Webcast Metrics

9 THE AUDIENCE: Educated, Influential, Affluent, Engaged, and with Diverse Interests Target Persons % of KDFC 18+ Audience Index (Mrkt=100; 112 = 12% more likely..) Educated College Degree or More 175, % 145 Affluent HH Income $100K+ 127, % 112 Own Home 209, % 117 Market Value Owned Home $1 Million+ 70, % 163 Gives Back /Philanthropic (past 12 months) Gave $$ to Organization 246, % 114 Performed Volunteer Work 118, % 125 Active (past 12 months) Hiking/Backpacking 98, % 112 Yoga/Pilates 65, % 127 Diverse Interests (attended past 12 months) Professional Sports Event 126, % 102 Symphony Concert, Opera, etc. 65, % 209 Museum 99, % 141 Live Theater 82, % 139 Country, Rock, Jazz, or Blues concert 109, % 123 source: Nielsen SF MSA, Scarborough R Aug14-Jul15 P18+

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

11 Serving the Entire Bay Area Classical KDFC Bay Area FM Signals/Coverage FM Silicon Valley: San Jose - The Peninsula 90.3 FM San Francisco-Berkeley-Oakland 89.9 FM The Wine Country: Napa Santa Rosa 92.5 FM North Bay: Ukiah -Lakeport 90.3 Los Gatos -Saratoga

Talent that Informs & Inspires KDFC on-air Hosts KDFC s live and local Hosts are your guides in musical discovery throughout the day, offering compelling information about the music, composers,

12 Talent that Informs & Inspires KDFC on-air Hosts KDFC s live and local Hosts are your guides in musical discovery throughout the day, offering compelling information about the music, composers, musicians, and cultural arts events throughout Northern California. KDFC s contemporary presentation is lively yet casual, foreground yet comfortable, nonintrusive yet with great presence - Intended to inspire and calm, transport and transform, lift and comfort

The Driving Force and Center of the Bay Area and Southern California s Arts Ecosystem

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