University Station Relationships Partnership and Public Service Arlen Diamond, GM KSMU Jackie Nixon, Research Director, NPR Kevin Klose, CEO & President, NPR Dr. Deno Curris, AASCU May 16, 2002

2 Importance of University Licensees z 414 stations z 53% of all CPB Supported Stations z 64% of NPR Member Stations z 14.6 Million Weekly Listeners z $93.3 Million Revenue and Support z 17.4% of total Revenue from Universities Sources: Arbitron Nationwide Fall 01, Persons 12+, 6a-Midnight; CPB Financial Summary FY1999

3 About The Research z NPR commissioned: International Communication Research z Interviews with 1008 adults z Representative of US Population z NPR not identified as the sponsor

4 “Do you believe a college or university is providing a public service to the community by operating or by being associated with a public radio station?” 8 in every 10 US adults view the university or college as providing a public service to their community through their association with public radio

5 “Many public radio stations are operated by or associated with a college or university. Thinking about this relationship, please tell me if you think it is an excellent, good, fair, or a poor fit with the educational mission of a university?” 2 in every 3 US adults view public radio as an excellent or good fit with the educational mission of a college or university

6 “Understanding that a college or university is associated with a public radio station, how would this change your impression of a college or university? Would it be more favorable, less favorable or make no difference?” Over one-third of all adults and more than half of NPR listeners have a more favorable impression of a university or college knowing it is associated with public radio.

7 Who Listens? z Well-educated baby boom audience z Business decision makers z Employed in managerial-professional – Twice as likely to be employed in education z Community active – Influence policy z Culturally savvy z Hectic & full lifestyles – Multiple media (heavy readers) – Travel Source: MRI Research, Fall 2000

8 Shared Values z Education z Community service z Quality z Civil Discourse z Idealism z Respect for the individual z Intellectual Curiosity