Make An Impact In 15 Seconds
A Network that Connects
A Network of 50 NPR stations, reaching 88% of California’s Counties.
An Audience that Listens
Reach an influential, engaged audience.
A Mindset that Matters
Public radio is a trusted source of news and information.
A Network that Connects
51 of 58 Counties
The CapRadio Network is a network of 50+ NPR stations reaching (88%) of California’s counties. As a sponsor, your business-to-business or business-to-consumer message can reach 88% of the state or target specific regions with one simple phone call. We can develop a statewide or regional strategy and execute it with ease.
Each week, the CapRadio Network has the potential to reach more than 1 million Californians, including legislators within the Capitol and influencers who work within allied fields. The NPR audience is a reflection of the communities they serve. With one media placement, your message will be heard by CEOs of large corporations, working moms, active seniors, civic leaders and policy makers, and others. Companies partnering with public radio are thought of as leading businesses that are trustworthy and credible. Sponsor messages broadcast on the CapRadio Network are heard and remembered. Listeners take direct action as a result of hearing these messages.
The CapRadio Network is an integrated solution that helps to develop and implement a statewide or regional strategy while working with you to create impactful language that resonates with and motivates listeners.
Ok, so now let’s talk about what makes an impactful message, and how together we’ll go about creating one. We need a place for it to go…or even better, places. Lots and lots of places. How many places? How about the entire state of California?
Target a Key Region or Reach the Entire State
Northern California
RADIO STATIONS:
KHSU • Jefferson Public Radio • North State Public Radio • Mendocino County Public Broadcasting • Northern California Public Media • CapRadio
COUNTIES:
Alpine • Amador • Butte • Colusa • Del Norte • El Dorado • Glenn • Humboldt • Lake • Lassen • Mendocino • Modoc • Nevada • Placer • Plumas • Sacramento • Shasta • Sierra • Siskiyou • Solano • Sutter • Tehama • Trinity • Yolo • Yuba
Central California
RADIO STATIONS:
CapRadio • KAZU – NPR for the Monterey Bay Area • KCBX – Central Coast Public Radio • Valley Public Radio
COUNTIES:
Alpine • Amador • Calaveras • Colusa • El Dorado • Fresno • Kern • Kings • Madera • Mariposa • Merced • Mono • Monterey • Napa • Nevada • Placer • Sacramento • San Benito • San Joaquin • San Luis Obispo • Santa Cruz • Sierra • Solano • Sonoma • Stanislaus • Sutter • Tulare • Tuolumne • Yolo • Yuba
Southern California
RADIO STATIONS:
KCLU – Public Radio for the Central Coast • KCRW • KPCC – Southern California Public Radio • KPBS – San Diego Public Radio • KVCR – Empire Public Radio
COUNTIES:
Imperial • Kern • Los Angeles • Orange • Riverside • San Bernardino • San Diego • San Luis Obispo • Santa Barbara • Ventura
The Audience That's Listening
Business Leaders
• NPR listeners are 110% more likely to be top management and 114% more likely to be C-suite executives
• NPR.org users are 24% more likely to be in a vice president role*
• NPR.org users are 81% more likely to be Chief Operating Officers*
• NPR listeners are 113% more likely to be B2B decision makers involved in one or more purchase decisions valued at $1,000.00+
Educated Lifelong Learners
• NPR listeners are 226% more likely to have a post-graduate degree
• NPR.org users are 28% more likely to be graduate students*
• NPR listeners are 380% more likely to have a doctorate degree
• 51% of NPR.org users have a college degree or higher*
Civic Leaders
• NPR listeners are 151% more likely to serve on a committee for some local organization
• 79% of NPR.org users participate in political activities*
• NPR listeners are 284% more likely to have been an active member of any group that tries to influence public policy or government
• NPR.org users are 200% more likely to subscribe to a political publication*
Tech Trendsetters
• NPR listeners are 114% more likely to work in MIS, IS, IT, Networking or Technology-related jobs
• 46% of NPR.org users agree that they are usually the first to buy new technology products*
• NPR listeners are 160% more likely to be involved in B2B purchases of computer software
• 54% of NPR listeners agree that when they find a technology product they like, they tend to recommend it to people they know
Sustainability Champions
• NPR listeners are 54% more likely to purchase natural/organic foods
• 76% of NPR.org users say minimizing my impact on the environment is an important part of my life*
• 77% of NPR.org users make special effort to maintain a healthy diet*
• NPR listeners are 316% more likely to participate in environmental groups or causes
Cultural Connoisseurs
• NPR listeners are 130% more likely to attend two or more live theatre performances per month
• NPR.org users are 11% more likely to visit museums and art galleries*
• 31% of NPR.org users watched a movie in theaters in the past month*
• NPR listeners are 65% more likely to have taken 3+ vacation/personal trips in the past year
82% Take Action in Response to Something Heard on NPR
NPR content drives further research and engagement by listeners. Listeners report that NPR inspires them to take a more active role in their community and the world.
98% of Listeners Discuss Content with Friends, Family & Colleagues
Connect with a uniquely engaged audience. Listeners agree NPR is a trusted source of news that improves the quality of their lives and is highly valued as a public service. The high-quality brand of journalism and storytelling attracts a loyal, curious and influential audience.
66% NPR Users Prefer to Buy Products and Services from NPR Sponsors
Public radio listeners are passionate about their NPR stations and so have positive feelings about sponsors. Utilizing the CapRadio Network builds positive brand perceptions including quality, credibility and community connection in nearly every major metropolitan market as well as regional and rural markets.
Placing your message in this uncluttered environment allows your message not only to be heard but to resonate with the audience.
*Source: Kantar, NPR State of Sponsorship Survey, April 2020
It's the Mindset that Matters
We achieve your marketing goal by delivering a concise and effective message to a very select audience. Public radio listeners respond when hearing a message that resonates with them. We don’t have to “sell” them.
Public radio audiences are a diverse group of people coming from all walks of life. Whether they are a newly minted 18-year-old voter on a mission to save the world, or a 65-year-old Boomer who was part of a revolution decades ago, they share the attribute of wanting to change the world. They want to do good, better. This translates to support of and loyalty to “their” public radio station. They rely on public radio as a trusted source of news and information.
“I can think of nothing that an audience won’t understand. The only problem is to interest them; once they are interested, they understand anything in the world.”
– Orson Welles