90.7 News One of Four Pilot Stations Participating in NPR Advertising Campaign
February 21, 2013; Orlando, Fla. As part of an ongoing effort to become central Florida's leading source of local and national reporting, 90.7 News is one of four NPR Member Stations participating in an integrated advertising campaign to drive visibility and grow the number of listeners who stream public radio programming. Through strategically placed billboards, rail, print and digital ads throughout the Orlando region, 90.7 News aims to promote a news department that is nearly doubling in size, with a greater commitment local news coverage.
90.7 NEWS ONE OF FOUR PILOT STATIONS PARTICIPATING IN NPR ADVERTISING CAMPAIGN
CAMPAIGN AIMS TO GROW ORLANDO AUDIENCE, HIGHLIGHT STATION’S EXPANDING NEWS TEAM
February 21, 2013; Orlando, Fla. – As part of an ongoing effort to become central Florida’s leading source of local and national reporting, 90.7 News is one of four NPR Member Stations participating in an integrated advertising campaign to drive visibility and grow the number of listeners who stream public radio programming. Through strategically placed billboards, rail, print and digital ads throughout the Orlando region, 90.7 News aims to promote a news department that is nearly doubling in size, with a greater commitment local news coverage.
Initiated by NPR and funded by a $750,000 grant from the Ford Foundation, the campaign is the first of its kind in the 42-year history of the national content provider. The goal of the three-month campaign is to draw more listeners who are likely to appreciate NPR programming and the unique option that NPR provides: stories understood through a variety of perspectives, reported by journalists they can trust.
The campaign features attention-grabbing (and stereotype-breaking) messages about who listens to public radio. Each ad includes “90.7 News” with the URL www.InterestingRadio.com, where listeners can stream and/or share their own "RadioType" generated from their choice of character identifiers. Ads in the Orlando region emphasize the inclusive nature of the campaign, with visible “Radiotype” personalities ranging from “stamp-collecting stock car fans” to “skeet-shooting librarians.”
Chosen for their growing efforts to establish themselves as leading sources of news and information for their communities, the four participating NPR Member Stations vary by size and region and include KERA Dallas/Fort Worth, WFYI-Indianapolis, and KPBS-San Diego, in addition to 90.7 News Orlando.
90.7 News is ranked 23rd out of 275 public radio markets in the nation and the station enjoys a weekly audience of over 200,000 listeners. The recent sale of the station’s public television arm, Channel 24, and a $40,000 grant from The Winter Park Health Foundation allowed 90.7 News to significantly expand its news department, facilitating the hires of three new reporters, one of whom will offer a new focus on health.
90.7 News is also planning to add three new NPR programs to its lineup in the second quarter of 2013: innovative, idea-driven shows TED Radio Hour and Radiolab, and the boisterous, interactive pub-trivia show, Ask Me Another.
The station’s expansion follows 30 years of a public media identity carved into the Orlando region under the call letters WMFE. 90.7 dropped the call letters to indicate a larger focus on local news coverage and to distinguish itself from the region’s PBS affiliate after the sale of Channel 24.
90.7 News is a non-profit, member-supported, community-based public broadcasting company that operates 90.7 WMFE-FM, metro Orlando’s primary provider of NPR programming; and 90.7-2 Classical. As part of the Orlando community since 1965, 90.7 News focuses on providing quality national and local news and programming.
NPR is an award-winning, multimedia news organization and an influential force in American life. In collaboration with more than 880 independent public radio stations nationwide, NPR strives to create a more informed public - one challenged and invigorated by a deeper understanding and appreciation of events, ideas and cultures.
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