WIXLIB

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

USC Radio Group - OverviewFormat:Classical Public Radio – NonCommercial/Listener Supported Underwriting/SponsorshipMusic:Primary focus on Baroque, Classical,and Romantic Eras: 17th Century toEarly 20th Century Remainder is late 19th- 20th CenturyMelodic pieces, Vocal, Contemporaryand Movie MusicStatus: KDFC is The Bay Area’s ONLYClassical music station KUSC is the nation’s LARGESTClassical music stationKDFC’s MissionClassical KDFC provides access to greatclassical music, offers education and insightto this music for a sophisticated Bay Areaaudience, and supports the local artscommunity as its voice of the arts and as aportal to the rich diversity of our performingarts sceneKUSC’s MissionTo make classical music and the arts a moreimportant part of more people’s lives bypresenting high quality classical musicprogramming, and by producing andpresenting programming featuring the artsand culture of Southern California

USC Radio Group – Delivery/DistributionKUSCKDFC90.3 FMSan Francisco- Berkeley- Oakland91.5 FMLos Angeles104.9 FMSilicon Valley: San Jose- The Peninsula93.7 FMSanta Barbara89.9 FMWine Country: Napa - Santa Rosa99.7 FMSan Luis Obispo90.3 FMSouth Bay: Los Gatos – Saratoga88.5 FMPalm Springs92.5 FMNorth Bay: Ukiah – Lakeport91.1 FMThousand Oakskdfc.comkusc.orgKDFC Mobile AppKUSC Mobile App

USC Radio Group – EcosystemUSC Radio Group Community67,000 Members/Donors 42,000 KUSC 25,000 KDFC 8.5 Million in annual listener support 1,033,100 weekly listeners on FM signalsoo A balanced audience across age groups: 6 96,300 per week are “Kids” aged 6-17!240,892 monthly unique streaming listeners266,984 monthly unique visitors to websites94,000 email opt-in database membersBay Area and SoCal Arts Ecosystem1,500 Arts OrganizationsSymphony Orchestras, Theatre Groups,Operas, Museums, Vocal and Choir Groups,Dance and Ballet Co.’sNearly 1 in 4 are MUSIC OrganizationsSince 2011, over 600 different Arts Groups, Museums,Performances and Festivals showcased with on-air and digitalplatforms by KDFC’s “State of the Arts”, KDFC’s “Top 5”, andKUSC’s “Arts Alive”Outreach, Regular Broadcasts and Partnerships: San Francisco SymphonySan Francisco OperaPhilharmonia BaroqueMetropolitan OperaBay Area MixLocal VocalsStar-Spangled Sing-OffUSC’s Thornton School of MusicClassical Classroom CrusadersFall Arts Preview37,000,000 annual attendees

USC Radio Group – LISTENERSThe USC Radio Group’s appeal is broad and diverse: From those whose knowledge is limited butpassion for the music and daily usage is significant, to those with extensive classical musicalexperience, knowledge and passion. An advanced education is the common and consistentthread 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 capacityA sophisticated woman who leads a busy, often time starved life: Has high school or college aged kidsHas great passion for the music without extensive depth of knowledge - believes in the value and benefits of Classical MusicTypically attends arts performances or museums 2-3x per year, with primary “participation” via the radio/USC Radio Group50 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 yearsAttends local sporting events, likely watches and listens to events on TV and the Radio in addition to the USC Radio GroupKnowledge of Classical Music is a hobby, enjoys the companionship of listening at work and the facts/ history of the musicRarely 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 degreeFrequent and often obsessive consumers of the arts and cultural eventsA person who loves art, music, movies, and dance, and all forms of culture so much that they stay abreast of and consume italmost indiscriminatelyThey possess and display eclectic styles and tastes

USC Radio Group – LISTENERS40 to 60-Something Women- “Arts Enthusiasts“ College or an advanced college degreeEmployed in occupations that “give back”: Teacher, Non Profit Organization, Fundraiser, Counselor, Social WorkThe arts are a significant part of their life, with painting and arts/crafts/fairs as hobbiesPassion for the music more important than knowledge, and has the time and money to regularly attend performancesand museums45-69 Year Old - “Engineer Guys” College educated men crossing both the Gen X and Boomer demographicsLove the complexity of classical music, approach it “analytically”Active listener with strong opinions and tastes, attends performances often and is passionate about the musicianshipand the mechanics of the performance70 Women and Men – “Institutional Guardians” Pre-boomer (“Silent” or “Pre-War”) generation, with classical music part of their upbringingCollege educated , retired or consulting/serving on boards, “worldly” as a result of travel/life experiencesHeavy listeners, they feel disenfranchised by contemporary radio and other music platforms, enjoy the companionshipof the station and have the strongest affinity with the on-air HostsRegularly attend performances and museums - have both the time and the money

USC Radio Group – AUDIENCEUSC Radio GroupUSC Radio Group DIGITALWeekly Listeners:1,033,100Median Age:52Ethnic r:Male:Female:Audience Comp:P6-17P18-24P25-34P35-44P45-54P55-64P65-74P75 Mo. Page Views:673,437Unique Visitors:266,98467%10%19%4%Mo. Streaming Uniques:240,89251%49%Mo. Streaming Listening Hours:1,959,715Email database/members:95,000Facebook Likes:46,19810%5%16%13%13%16%15%12%sources: Nielsen Audio SF&LA MSA’s Jan-Dec 2015, 6 and 18 weekly cume/comp., Scarborough R2 2015 Aug14-Jul15 P18 , Google Analytics/Triton and Webcast Metrics

USC Radio Group – AUDIENCEEducated, Influential, Affluent, Engaged, and with Diverse Interests Target Persons% of USC Radio Group 18 AudienceEducatedCollege Degree or More707,81874%AffluentHH Income 100K Own Home386,735681,43041%71%“Gives Back”/Philanthropic (past 12 months)Gave to Organization778,661Performed Volunteer Work347,48282%36%Active (past 12 35%Diverse Interests (attended past 12 months)Professional Sports EventSymphony Concert, Opera, etc.MuseumLive TheaterCountry, Rock, Jazz, or Blues %26%39%Nielsen SF& LA MSA’s, Scarborough R2 2015 Aug14-Jul15 P18

USC Radio Group- Programs/OutreachBaroque by the BayMusic from the Renaissance to the Baroque and beyond. Sunday mornings 9am-11amBay Area MixRecordings of live performances by local Bay Area based groups. 3rd Sunday each month 8pmFrom The TopShowcase of talented teenage musicians. Christopher O’Reilly hosts Sundays 7pmMetropolitan Opera BroadcastsKDFC is the Bay Area home for the Metropolitan Opera. Saturdays at 10am (December-May)Modern TimesMusic from the past 100 years featuring masters as well as emerging composers. Saturdays10pmPhilharmonia Baroque BroadcastLive concert recordings featuring the greatest works from the 17th to 19th century. 2nd Sundayeach month 8pmThe Sacred ConcertAmerican Bach Soloists Jeffrey Thomas hosts two hours of sacred choral works. Sundays7am-9amSan Francisco Symphony BroadcastsRecorded live at Davies Symphony Hall. Every Tuesday night at 8pmSan Francisco Opera BroadcastsVoices of the SFO season and War Memorial Opera House. 1st Sunday each month 8pmThe State of the ArtsShowcase of Bay Area performing arts organizations and cultural offerings – activities,concerts, soloists, and ensembles. Every weekday at 7:58am, 12:58pm, and 5:58pmTravel with Rick StevesPBS travel expert shares his experiences and opinions about travel. Sundays at 6am

USC Radio Group- Programs/OutreachArts AliveKUSC’s acclaimed broadcast magazine, with news from the arts and Around Town eventcalendar. Saturday’s at 8amA Musical OfferingThe Baroque period, marking the beginning of “modern” music, is explored during this twohour show. Sundays 9amFrom the TopShowcase of talented teenage musicians. Christopher O’Reilly hosts Sundays 7pmKUSC at the BeachWeekday afternoon host Rich Capparela broadcasts from his home studio on the beach in SantaMonica. Fridays at 4pmModern TimesMusic from the past 100 years featuring masters as well as emerging composers. Saturdays 10pmThe Opera ShowThe word of opera comes alive with an enthusiastic look through the eyes of host Duff Murphy.Saturdays 9amThe Record ShelfHost Jim Svejda guides you through the best classical recordings with his irreverent and highlyopinionated views. Sundays 10pmSoul MusicSoul Music is a balm for your spirit, exploring the vast choral tradition that has soothed soulsand fed spirits for centuries. Sundays 6am-9amThornton Center StageThis special program, hosted by Alan Chapman, is devoted to the artistry of the USC ThorntonSchool of Music. Sundays 9pm

USC Radio GroupThe 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 changecritical 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

USC Radio GroupCompanies 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

USC Radio GroupWhy 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 LosAngeles/Southern California such vibrant places to live and work Listener supported USC Radio Group properties are at the center of the Bay Area and SouthernCalifornia Arts Ecosystem – fueling the creative and innovative economies and culture of theSilicon Valley, greater Bay Area, Hollywood and the Los Angeles RegionThere are nearly 750,000 (1 in 6) creative industry jobs in the LA regionReach and Exclusivity – Listener supported USC Radio Group properties reach more people in aweek than the largest Arts organizations do in an entire season – the USC Radio Group is a VOICE forthe Arts Via broadcast, digital, and experiential/event platformsThe USC Radio Group delivers a coveted, highly educated, and passionately engaged audienceand community: Over 67,000 of them are members/donors contributing 8.5 Million annuallyto something they get for FREE 1,500,000 total weekly listeners67,000 of them are donors contributing 8.5 Million annually to something they get for FREE100,000 weekly listeners are KIDS aged 6-17!