Cover photo: Lord Huron on Morning Becomes Eclectic. Photo by Larry Hirshowitz Matmos on Morning Becomes Eclectic. Photo by Larry Hirshowitz

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2 KCRW reaches LA s Creative Class and extends the station s profile through a multiplatform experience featuring broadcast, digital, streaming, video, mobile apps, social media and unique events. Inspire the people who inspire the world Cover photo: Lord Huron on Morning Becomes Eclectic. Photo by Larry Hirshowitz Matmos on Morning Becomes Eclectic. Photo by Larry Hirshowitz

3 Arguably the most influential radio show in America The Guardian UK About Morning Becomes Eclectic An influential powerhouse of talent Los Angeles Times Los Angeles is home of the world s arts, entertainment, business and design industries visionaries including writers, producers, directors, artists, authors, designers, architects, bloggers and chefs whose work extends beyond cultural and geographic divides. KCRW reaches these thought and opinion leaders the Creative Class that forms the trends that become the nation s habits. Sought out by listeners in over 183 countries and 10,247 US cities, KCRW reaches over 500,000 Southern Californians each week and is supported by over 55,000 members from 37 countries around the world. a hotbed of cutting-edge creativity The New York Times A truly beloved LA cultural institution The Huffington Post Nobody does the future like KCRW Business 2.0 LA s KCRW sounds like the future of radio Monocle Magazine, London UpClose: Author Jamaica Kincaid and Bookworm Host Michael Silverblatt. Photo by Caught in the Moment Photography More than just a radio station, KCRW is expeditionary Bringing the outside world to Southern California and Southern California to the outside world, our nonprofit status and broad base of listener support helps us sustain a breed of journalism that feeds the soul of a democratic society. An independent voice, KCRW supports artists and thinkers, as well as public and private cultural institutions. Feeding a multicultural community hungry for new music and ideas, KCRW interacts through multiple media platforms and events with a classic human touch.

4 KCRW is the jewel of Los Angeles Tarina Tarantino, Jewelry Designer I love this station more than anything in the world Tony Alva, Skateboarder I listen exclusively to KCRW Neil LaBute, Writer, Director Passion Personified I am glued to KCRW! In my car, at home I m listening Danny DeVito, Actor, Producer, Director I was really jetlagged and I was craving familiarity, so I listened to KCRW on my laptop Mick Jagger, Singer I listen to KCRW for new music David Lynch, Writer, Producer, Director one of the most interesting and influential radio shows in the U.S. The Wall Street Journal About Morning Becomes Eclectic KCRW has long had a certain tastemaker status The New York Times Press Audience There are three things I love about LA: going down to Venice beach and working on my Kung Fu, stealing cars and listening to KCRW Will Ferrell, Actor We ve gotten film licenses just from film directors hearing my song on KCRW during their drive home Fink, Musician International Tastemaker KCRW remains one of the country s most respected radio stations, serving as the source of new music CMJ The world s most influential tastemaker in music Monocle Magazine, London a beacon of light to a lot of indie musicians and for launching many of their professional careers known far and wide for the way they use technology to get their content out on a global scale EPIC FU Morning Becomes Eclectic has been instrumental in kick-starting many a musician s career The Irish Times

5 KCRW furthers your marketing goals by speaking to LA s Creative Class and reaching listeners with discretionary income and the ability to influence corporate and social networks. Business The Arts Community Economy Education Reach a high concentration of Influencers The KCRW audience drives trends across corporate and social networks with significant impact on: 224% more likely to be a business owner, partner or corporate officer 219% more likely to contribute to an arts/cultural organization 142% more likely to donate money/time to an environmental cause 109% more likely to earn an individual income of $250k+ 212% more likely to have an advanced degree Sources: (Business) The Media Audit, Los Angeles, A18+, Sep-Oct 2011 / Mar-Apr (All other qualitative) Arbitron Inc., Scarborough, Los Angeles, A18+. Release Feb 11-Jan 12 / Mon-Sun, 6am-12m Warren Olney, Host of To The Point and Which Way, L.A.?

6 Underwriting Generates Marketing Results By virtue of supporting KCRW, the connection you build with the audience instills a halo effect that predisposes their desire to do business with you. Less Really Is More. In KCRW s clutter-free environment of public broadcasting, there is virtually no tune-out. Your message will stand out and trigger action. 85% of listeners have taken direct action as a result of hearing a sponsorship credit 75% have a more positive opinion about a company that supports public radio 64% prefer to support companies that support public radio 52% believe public radio sponsors are more credible than commercial radio advertisers Source: NPR Audience Insight and Research, Knowledge Networks, KCRW Masquerade Photo by Gary Leonard

7 Reach LA s Creative Class THROUGH Multiple Platforms Working with your marketing goals and budget, your KCRW representative will work with you to create an effective campaign, utilizing various media that engage your target. You can achieve broad reach in Los Angeles or concentrate on various marketing cohorts like business decision makers, entertainment industry leaders, busy moms and cultural enthusiasts. With multiple touch points for your messaging, a multiplatform strategy leads to deeper connections with your best potential customers. Broadcast reaches over half a million listeners each week Digital 2.3 million page views each month Events From intimate settings to audiences of 20,000+ listeners at the Masquerade, KCRW produced and supported events serve as a launching pad for music, movies, and messaging Lucent Dossier s Oracle at Masquerade. Photo by Gary Leonard

8 Sample Campaigns Alicia Keys sits down at the KCRW home away from home studio at Sundance with Anne Litt and Jason Bentley to talk about her work on The Inevitable Defeat of Mister and Pete. Photo by Mark Leibowitz LA Opera Marketing Objective As one of the world s leading opera companies, LA Opera serves the public by producing world-class opera that preserves, promotes and advances the art form while embodying the diversity, pioneering spirit and artistic sensibility unique to Los Angeles. LA Opera s promotional effort to share the beauty of performance with a younger audience utilizes KCRW s multiple platforms including station talent as host of KCRW Opera Night and after-party at one of each of the season s six operas. Campaign Elements KCRW Rotator Schedule Digital Campaign including ROS Banners and Media Player On-air Talent

9 Mercedes-Benz Dealers of Southern California Marketing Objective The Group, comprised of 21 Mercedes-Benz Dealers in Southern California, has been committed to annual underwriting for many years in support of the Brand. The Mercedes-Benz Dealers of Southern California and KCRW have recently engaged in a multi-year partnership in support of KCRW s Music Discovery Initiatives. In 2012, the Group expanded its relationship with KCRW to reach its young, engaged, tastemaker audience in ways that were important to the station and its members. The Group supported KCRW s music initiatives, like the KCRW Music Mine ipad app, and extended their Brand s message to young, luxury car buyers. In 2013, the Mercedes- Benz Dealers of Southern California and KCRW co-created KCRWmoves; a series of KCRW mobile community events using the Mercedes-Benz GLK as its outreach vehicle. Campaign Elements Sundance Film Festival Marketing Objective Widely considered the premier platform for American and international independent film, Sundance Film Festival is held in and around Park City, Utah, each January and has introduced audiences to some of the most original stories of the last three decades. To highlight the intersection between independent film and music and speak to a national audience of new-music lovers, Sundance Film Festival identified KCRW as a leading voice in independent music and partnered with the station to provide talent and live music programming at their 2013 Festival. Campaign Elements KCRW Rotator Schedule Live, on-location Broadcasts and Recorded Interviews Live KCRW-procured Artist Performances On-air Talent Website Splash Page Social Media Exclusive launch partner of KCRW Music Mine ipad App Sponsorship of Morning Becomes Eclectic Wrapped Vehicle for KCRWmoves Community Events KCRW Rotator Schedule Digital Campaign including Banners and Splash Ads E-blasts to KCRW members Will Bates performs at Sundance KCRW Music Café presented by Acura. Photo by Mark Leibowitz

10 Dale Earnhardt Jr. Jr. on Morning Becomes Eclectic. Photo by Betsy Moyer KCRW reaches LA s Creative Class and extends the station s profile through a multiplatform experience featuring broadcast, digital, streaming, video, mobile apps, social media and unique events.

11 Technology Pioneers KCRW was among the first public radio stations to: Stream original programming on the web Podcast all of its original programming Have a smartphone app and dedicated ipad app Establish a presence on Twitter and Facebook Kim Masters hosts The Business. Photo by Larry Hirshowitz The first public radio station outside of Chicago to air This American Life The first radio station to host a concert series at the Hollywood Bowl Notable Firsts and Visionary Programming The first public radio station to do remote broadcasts from music festivals like SXSW and CMJ Aired U.S. debut performances of Adele, Beck, Coldplay, Edward Sharpe & the Magnetic Zeros, Fela Kuti & King Sunny Adé, Massive Attack Adele. Photo by Larry Hirshowitz

12 Elvis Mitchell hosts The Treatment. Photo by Larry Hirshowitz KCRW is a nonprofit, multiplatform, public media producer and presenter that informs and enriches the lives of listeners in Southern California and around the world. As a community service of Santa Monica College, KCRW 89.9 FM features an eclectic mix of music, news, information and cultural programming. KCRW extends the station s profile globally through streaming, video, mobile apps, social media and photography. Market Enginuity manages sponsorship sales for KCRW with the mission of linking the station and corporate supporters in a mutually beneficial partnership that enables each to fulfill its mission. KCRW 1900 Pico Boulevard Santa Monica, CA