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- Oakland104.9 FM Silicon Valley: San Jose - The Peninsula89.9 FM The Wine Country: Napa - Santa Rosa90.3 FM Los Gatos - Saratoga92.5 FM North Bay: Ukiah - LakeportKdfc.com WorldwideKDFC Mobile App IOS and Android

Music: Classical• Primary focus on Baroque, Classical, and Romantic Eras: 17th Century to

Early 20th Century • Remainder of playlist is late 19th- 20th Century Melodic pieces as well as

some Vocal, Contemporary and Movie Music

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

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:

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

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

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 “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” 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

KDFC FMWeekly Cume: 337,800

Median Age: 55

Ethnic Comp:White/Other 75%Asian 14%Hispanic 8%African-American 3%

Gender:Male: 52%Female: 48%

Audience Comp:P6-17 11%P18-24 3%P25-34 13%P35-44 13%P45-54 13%P55-64 18%P65-74 19%P75+ 10%

KDFC.com DIGITALMo. Page Views: 390,995

Unique Visitors: 191,984

Mo. Streaming Uniques: 104,091

Mo. Streaming Listening Hours: 1,072,292

Email database/members: 55,000

Facebook Likes: 20,305

sources: Nielsen Audio SF MSA Jan-Dec 2015, 6+ and 18+ weekly cume/comp., Scarborough R2 2015 Aug14-Jul15 P18+, Google Analytics/Triton and Webcast Metrics

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 175,141 57.0% 145

AffluentHH Income $100K+ 127,727 41.6% 112Own Home 209,310 68.1% 117Market Value Owned Home $1 Million+ 70,911 23.1% 163

“Gives Back”/Philanthropic (past 12 months)Gave $$ to Organization 246,970 80.6% 114Performed Volunteer Work 118,789 39.0% 125

Active (past 12 months)Hiking/Backpacking 98,813 32.0% 112Yoga/Pilates 65,843 21.5% 127

Diverse Interests (attended past 12 months)Professional Sports Event 126,914 41.4% 102Symphony Concert, Opera, etc. 65,062 21.2% 209Museum 99,806 32.6% 141Live Theater 82,701 27.0% 139Country, Rock, Jazz, or Blues concert 109,635 35.8% 123

source: Nielsen SF MSA, Scarborough R2 2015 Aug14-Jul15 P18+

Programs/Outreach on KDFC:Baroque by the Bay Music from the Renaissance to the Baroque and beyond. Sunday mornings 9am-11am

Bay Area Mix Recordings of live performances by local Bay Area based groups. 3rd Sundays each month 8pm

From The Top Showcase of talented teenage musicians. Christopher O’Reilly hosts Sundays 7pm

Metropolitan Opera Broadcasts KDFC is the Bay Area home for the Metropolitan Opera. Saturdays at 10am (December-May)

Modern Times Music from the past 100 years featuring masters as well as emerging composers. Saturdays 10pm

Philharmonia Baroque Broadcast Live concert recordings featuring the greatest works from the 17th to 19th century. 2nd

Sundays each month 8pm

The Sacred Concert American Bach Soloists Jeffrey Thomas hosts two hours of sacred choral works. Sundays 7am-9am

San Francisco Symphony Broadcasts Recorded live at Davies Symphony Hall. Every Tuesday night at 8pm

San Francisco Opera Broadcasts Glorious voices of the SFO season and War Memorial Opera House. 1st Sundays each month 8pm

The State of the Arts 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

Classical KDFC – Bay Area FM Signals/Coverage

Serving the Entire Bay Area

89.9 FMThe Wine Country: Napa –Santa Rosa

104.9 FMSilicon Valley: San Jose - The Peninsula

90.3 FMSan Francisco-Berkeley-Oakland

92.5 FMNorth Bay: Ukiah -Lakeport

90.3Los Gatos -Saratoga

KDFC on-air Hosts

Talent that Informs & Inspires

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, non-intrusive yet with great presence -Intended to inspire and calm, transport and transform, lift and comfort