Michigan Radio Audience Growth Across the State

Michigan Radio’s listening audience has grown substantially across the state. According to this spring’s Nielsen Audio Report*, the station’s weekly listening audience grew by 3% in Detroit, 12% in Grand Rapids, 21% in Flint, 24% in Ann Arbor, and 26% in Kalamazoo.  Michigan Radio continues to be the top NPR station in each of these markets.

Michigan Radio’s audience growth in West Michigan is particularly noteworthy, as the station now ranks among the top three stations in both Grand Rapids and Kalamazoo in terms of average listening audience. This top three ranking includes both commercial and public radio stations serving these markets. Michigan Radio also remains the most-listened-to radio station of any kind in Ann Arbor, a distinction the station has held for over a decade.

This recent audience growth solidifies Michigan Radio’s position as Michigan’s most-listened-to NPR station, and among the top public radio stations nationwide in terms of listening audience.

In addition to the station’s over-the-air broadcast audience, more than 100,000 people across the state listen to Michigan Radio’s online audio stream each month.

If your business isn’t already reaching the Michigan Radio audience with your sponsorship message – what are you waiting for?

Contact Us today to be heard on Michigan Radio across the state!

*Source:  Nielsen Audio- Spring 2017; Persons 12+, Mon-Sun, 6AM-12Midnight.

Align Your Brand with Michigan Radio

We’re proud to share that NPR has been named 2017’s ‘Brand of the Year’ by the  Harris Poll EquiTrend News Service. More than 100,000 U.S. consumers voted on 4,000 brands. The “News Service” category includes newspapers, news websites, wire services and news aggregators.

NPR ranked the highest in this category when voters considered familiarity, quality and consideration.

“Forty one million listeners trust their local public radio station each week to deliver the fact-based, unbiased journalism they need to stay informed about the news in their communities and the world,” said Meg Goldthwaite, NPR’s Chief Marketing Officer. “But listeners love NPR because public radio provides insights on life and culture—authentic voices they may not hear anywhere else and stories that will spark their curiosity.”

As Michigan’s most listened to NPR station, Michigan Radio provides award winning, locally produced coverage and content, as well as delivering NPR news and cultural programming to more than 530,000 people each week.

With record-breaking audience increases in 2016 and a wildly successful spring 2017 Member Drive, Michigan Radio listeners continue to demonstrate their appreciation and support of the unbiased, informative and authentic journalism that we provide.

Their support also extends to our corporate sponsors.

“Sponsors are increasingly concerned about the quality of the environments their brands align with and how it reflects on their business,” says Gina Garrubbo, President & CEO of National Public Media, NPR’s sponsorship subsidiary. “This affirmation of trust and quality reinforces our research demonstrating the halo effect that sponsors of NPR programming benefit from.”

As research has shown, our audience is also committed to supporting our sponsors: 74% of listeners say they’re more likely to do business with a company that sponsors public radio.

Take the opportunity to align your brand with Michigan Radio and NPR. Deliver your message to our engaged, intelligent and supportive listeners across Michigan.

Check out our series on Branding with Michigan Radio to learn more.

Michigan Radio Shatters Ratings in 2016

Michigan Radio shattered ratings records in 2016 and we are continuing to deliver the kind of in depth, fact-based news that our members expect. Your businesses support of Michigan Radio will matter to our members, who also contribute financially to the station.

“At a time when many news organizations have been forced to contract, NPR is expanding coverage and focusing resources on the local and national issues that listeners care about,” said Michael Oreskes, NPR’s senior VP of News, and editorial director. “Now, more and more people are turning to NPR as their source for unbiased fact-based news.”

NPR Shatters Its Ratings

We’re Hiring a Corporate Support Account Executive

Michigan Radio is looking for a determined and persuasive sales person to meet, and work with businesses and organizations around Michigan.  If you are goal oriented, a motivated self-starter with a high sense of accountability, able to organize your time effectively, while maintaining a winning attitude, and you love public radio, then contact us.

Job Summary – Do Work That Matters
Working as a Corporate Sponsorship Account Executive in public broadcasting is similar to that of a salesperson in commercial broadcasting or local print media. Media sales experience is desired, but if you have background in fields such as insurance, job placement, professional services, or pharmaceutical sales many of those skills may also apply.

As an account executive, you will be expected to cold-call decision makers at local and regional businesses, meet face to face with them to understand their marketing needs and develop sponsorship proposals that offer marketing solutions to help them grow their business.  You will manage every aspect of the account relationship with top notch customer service – from prospecting and closing the deal to copywriting to troubleshooting issues –you will be accountable for the full sales cycle.

Required Qualifications – Do You Have?

  • Excellent communication skills with the ability to write and present in a professional and motivating manner.

  • Ability to be persuasive and communicate with conviction regarding Michigan Radio’s unique value proposition and importance.

  • Strong analytical and strategic thinking skills, and ability to formulate successful selling strategies.

  • A fundamental belief in and ability to deliver exceptional customer service.

  • Exceptional organizational skills and attention to detail.

  • Effective time management skills with ability to juggle multiple tasks and clients with timely and appropriate prioritization and goal attainment.

  • Ability and willingness to accept and understand rules and procedures

  • Flexibility to work productively in a team

  • Accountability to function independently and productively off sight.

  • Capacity to thrive in a deadline focused environment.

  • Strong PC computer skills including proficiency with MS Word, Excel, Outlook, Gmail, PowerPoint, and CRM software such as Salesforce or ACT.

  • Experience and proficiency with social media platforms such as LinkedIn, Twitter, Facebook etc.

  • Strong tech problem solving abilities and an aptitude for mastering new technologies

Compensation and Benefits – Michigan Radio Offers

  • Salary plus Commission Plan. Average first year income $50k+ with subsequent uncapped income potential.

  • Comprehensive benefits plans for medical, dental, vision, flexible spending accounts, disability and life plans; employee assistance program. Retirement Savings: 401(k) plan.

  • Targeted sales training and dedicated management support.

  • Team of smart, creative, collaborative and enthusiastic people.

How To Apply
Go to www.umjobs.org and click on Keyword. Enter the following Job # 137970.  Follow online application instructions.  Please upload ONE document containing: (1) a cover letter explaining your interest and how your skills are aligned specifically to the Account Executive position and (2) your resume.

This is your opportunity to sell us on being a qualified candidate for this position! Resumes without cover letters will not be considered.
For more information contact Kathy Agosta at kagosta@umich.edu or 734.763.5984.

University of Michigan EEO Statement
The University of Michigan is an equal opportunity/affirmative action employer.

Michigan Radio is Trending in Grand Rapids

The 2016 numbers are in and the results are impressive.

Michigan Radio has been the most listened to public radio station in the state for several years, but 2016 saw a 47% audience increase in Grand Rapids over 2015!

Nielsen reports that public radio stations across the country have seen similar growth in audiences. The momentum comes from the hunger of listeners to understand and process what’s going on in their neighborhood, the nation, and the world.

This makes Michigan Radio far and away the most listened to public radio station in Grand Rapids and also makes us the number 5 station overall, including commercial radio.  This is significant because it is not common for a news format public radio station to break the top 5 stations in a market like Grand Rapids.

Have you been trying to reach Grand Rapids with news about your products, services and events?  Now is the time to use a sponsorship with Michigan Radio to reach an audience that is engaged and interested in your message.

Contact us to find out how we can customize a schedule to fit your needs!

Thank You for Supporting Michigan Radio’s Growth

From Kathy Agosta, Director of Corporate Support

Throughout 2016, Michigan Radio has continued to experience significant audience growth, reaching more listeners than ever before.

Statewide, nationwide and around the world, our increasing audience of loyal listeners tune in everyday for news they know they can trust.

This is due in no small part to our corporate sponsors and their generous financial support of the programming and unparalleled news reporting that our listeners rely on. This past year our coverage of the Flint water crisis, the state of education in Michigan, the ever changing economic climate, and of course, the historic 2016 presidential election was especially compelling.

Looking forward to 2017 our Corporate Sponsors along with our contributing Members, will continue to be a vital part of what empowers Michigan Radio and strengthens our resolve to provide you with the highest quality news and information that you value.

My sincere appreciation for each of you- for being there for us and for helping to keep Michigan Radio vibrant and relevant.

With warmest regards from all of us at Michigan Radio.

The Core Values of a Michigan Radio Listener

Michigan Radio’s audience growth in 2016 was unprecedented.  More important, perhaps, than knowing that more people are listening, is understanding WHY they are listening.

Michigan Radio listeners have a commitment to core values that translate to a level of support for the station that goes far beyond their financial membership. Michigan Radio listeners are more likely to highly recommend the station in general, and their favorite programs in particular, to others.

The Public Radio Techsurvey from Jacobs Media helps to provide an understanding of why our audience listens to Michigan Radio in the first place and underscores the values-based nature of the relationship between stations and listeners.

Learning, credible and objective programming, new perspective, respecting the listener’s intelligence, and balance are all key components in explaining the appeal of Michigan Radio to those who value it most.  The programs, the hosts and the specific content are, of course, important, but it’s the core value that Michigan Radio stands for that make it the most appealing to our listeners.

Simon Sinek discusses in his TED Talk why it’s essential for brands to “start with why.”

“People don’t buy what you do, they buy why you do it,” says Sinek.

This is where the value to your brand comes in.

Our listeners are loyal to Michigan Radio because they value what we provide – they value it enough that they recommend it to their friends and family, and they value it enough that they pay for it, even though they don’t HAVE to.

Your sponsorship message on Michigan Radio lets our listeners know that you value what they value.  Your association with Michigan Radio creates the halo effect, which lends YOUR brand credibility, just by association with us!

Contact your account executive today to reach listeners who are passionate about Michigan Radio!

Michigan Radio Keeps Growing!

Radio is once again America’s number one reach medium. Even as the media landscape has become more crowded, radio has remained relevant and its ‘average audience per minute’ is growing^.

“This isn’t a medium that is only growing in one area (of listeners). All audiences are spending more time with radio,” Katz Media Group executive VP of strategy Stacey Lynn Schulman told Inside Radio.

Furthermore, public radio news and information programs in particular are seeing a large increase in ratings nationwide*.  Morning Edition, NPR’s morning drive program, grew by 26% in the adults 25-54 age demographic, while the afternoon drive program All Things Considered hit an all-time weekly audience high of 13.3 million.

Michigan Radio has experienced impressive audience growth this year as well, in our entire geographic area and particularly in the Metro Detroit region. Our weekly cume in the Detroit market has increased by 25%, to approximately 200,000 listeners per week since November of 2015. In addition, our total audience share (the percent of people listening to Michigan Radio) for the morning drive, including Morning Edition, is up by more than 250%.**

Now is the perfect time to make your organization’s message well known to the growing ranks of engaged public radio listeners. Contact us to plan your 2017 marketing schedule with Michigan Radio! Our Director of Corporate Support, Kathy Agosta, is available to help you take the first steps to a successful sponsorship campaign on Michigan Radio.

^‘Average audience per minute’, a metric used by Nielsen to track how much time users spend with a media platform, is showing that the average minutes spent with radio per week is growing among all age groups, from Millennials to Boomers.
*Source: http://www.npr.org/2016/10/18/498390457/npr-sees-large-ratings-increase
**Source: Nielsen Ranker, Detroit, Metro PPM. October 2016, multiple dayparts, P 6+      Michigan Radio is: WUOM-Detroit. WUOM/WFUM-Ann Arbor. WVGR/WUOM/WFUM-Grand Rapids. WFUM/WUOM/WVGR- Lansing. WFUM/WUOM-Flint.

Converting Obstacles to Opportunites: Sponsorship Copy & The Halo Effect

As you consider Michigan Radio sponsorship as a way to promote your business, mission or event, you should also be considering the copy message you’d like to air.

Your copy message is an important consideration: not just any message, but the right kind of message.

An appropriately worded sponsorship message is one that resonates with the listeners and fits in with the sound of the station.

Just as you wouldn’t pair brown shoes with a black tuxedo at a formal event, you don’t want a message that strikes listeners like an out-of-tune piano in a symphony orchestra. You want copy that fits in with the sound of the station.

The things that make Michigan Radio unique in sound and substance are why our listeners tune-in. In addition to providing exceptional programming, it’s important that we maintain an uncluttered environment, so that listeners are engaged during breaks, stay tuned to the station, and hear our sponsor’s messages.

That’s why crafting underwriting messages that are in keeping with our programming values is important.

When it comes time for writing copy, there are important questions to keep in mind:

  • Does the copy focus on brand and community messages instead of just a list of the sponsor’s products?

  • Is the length of the message appropriate?

  • Is the tone appropriate? Is it produced in a calm, authentic voice?

  • Is the copy reinforcing a trust relationship?

We’ll take a look at two ways an sponsorship message can be written for the same sponsor. Here’s an example of a credit for a business that’s in the finance category.

 

The first of the two is a good message, FCC-compliant, and written with the focus on the product:

Support for Michigan Radio comes from Wealth Investment Advisors, providing a wide range of investment options, from stocks, bonds and mutual funds, to comprehensive portfolio management since 1995. On the web at Wealth Investment Advisors dot com.

Here’s a second version, also a good message and FCC-compliant. It’s also a message that’s locally oriented and supportive of the local community:

Support for Michigan Radio comes from Wealth Investment Advisors, helping local families navigate the investment landscape since 1995. On the web at Wealth Investment Advisors dot com.

Both examples are good copy and FCC-compliant. The second is to-the-point, an example that makes for a clear, uncluttered message that resonates with the listener. When fewer words are used, it’s easier for a listener to remember the details, compared with a longer list of product or service offerings.

Information in shorter spots is easier for the listener to remember. That’s a good guide to use when choosing the wording that will resonate with the listener. The second credit is poised to deliver on the halo effect, creating the image of the business that supports the station.

Sponsorship messages should resonate with the listeners. When you’re listening to the radio everything that comes out of the speakers is heard as programming, and that includes the sponsorship messages.

Contact us for more information about how we can help you get your clear, concise message out to our audience with a Michigan Radio sponsorship.

Looking Beyond Ratings

Marketing professionals, like gourmet chefs, are on the lookout for key ingredients when they are planning their strategy.

Specifically, when buying radio, those in the know are looking at things like reach, frequency and ratings.

Michigan Radio has the numbers that the professionals are looking for. As the most listened-to public radio station in the state, we reach more than a half a million listeners per week with our on-air broadcast – and that’s not counting our streaming or web audience.

Beyond the ratings, marketers today know they should also be looking at audience engagement. Put simply, audience engagement = how much the audience takes action as a result of the content produced by the station.

Taking action or audience engagement could look like:

  • social media interaction: liking, sharing, commenting on content;

  • web interaction: commenting on stories on the web or going to the web to follow up on a story they heard on-air;

  • calling the station with feedback;

  • contacting sponsors or advertisers;

For Michigan Radio, audience engagement also includes listeners who become donors/members of the station.  This is the ultimate in audience engagement: our listeners value our content enough to contribute financially.

This means that sponsorship messages aired and associated with our high-quality content, are HEARD by our audience.  Since we don’t have commercials and limit our sponsorship messages to only a few an hour, our listeners don’t change the station during sponsorship messages.

As a marketing professional, we know that you recognize the value in what Michigan Radio sponsorship has to offer – contact us to find out how to put your marketing dollars to work in our high-quality, content-rich environment!