3. WHO ARE LAKESHORE LISTENERS?
89.1 FM The Lakeshore coverage area reaches over 500,000 listeners in
five counties in Northwest Indiana who are among the most educated
and affluent audiences in radio. Our listeners place a high value on
creativity, curiosity, social consciousness, current affairs, and sports, and
they have a strong attachment to nature and the environment.
Listeners lead an active lifestyle and favor portable media, like radio.
They are very open to trying new products and services, but are less
likely to be influenced by the usual means of reaching consumers, such
as celebrity endorsements and other traditional advertising methods.
46
AVERAGE
54% OF OUR
LISTENERS ARE MALE
AGE OF
LISTENERS
AND 46% ARE FEMALE
65
HAVE A
%
BACHELOR’S
DEGREE
$ 86,000
AVERAGE HOUSEHOLD INCOME
4. THE VOICE OF
NORTHWEST INDIANA’S
ORIGINAL PROGRAMMING
LAKESHORE THIS MORNING prepares listeners for the day ahead with local news,
traffic and weather every 10 minutes, and national news every hour, as well as special
interviews with local news makers. Lakeshore This Morning is your source for business
coverage, school closings and sports updates.
To bookend your workday, 89.1 FM The Lakeshore brings you LAKESHORE DRIVE,
the prefect way to wind down. In addition to local news, sports, traffic and weather,
enjoy lighthearted segments such as News You Can Lose and Rotten Tomatoes.
REGIONALLY SPEAKING, a magazine style program, features special segments with
local news makers and focuses on events and programs that affect the region.
FOLLOW UP, Lakeshore News reporter Steve Walsh’s weekly hour-long program,
brings together community and business leaders, political figures from both sides of
the aisle and everyday Northwest Indiana folks to engage in a spirited discussion of
different local topics, from education to the economy, politics, law, agriculture and more.
The following shows are produced by 89.1 FM The Lakeshore and underwritten by
local experts in their respective fields. The hosts of YOUR MIND ON MONEY discuss
different aspects of financial planning as well as the global and local economies.
GET TO THE POINT is all about Crown Point and focuses on everything from economic
development to new street signs.
5. 89.1 FM The Lakeshore loves sports. We have something for every sports lover
including LAKESHORE GAME NIGHT, covering all the scores from around the region
with 30 correspondents reporting live from every prep football game and SATURDAY
NIGHT LIGHTS covering regional football games. We also head down to Indianapolis
for the IHSAA FOOTbALL CHAMPIONSHIPS carrying the live broadcast Thanksgiving
weekend. The PREP FOOTbALL REPORT SCOREbOARD brings you all the highlights
and scores. It’s the best coverage in the region.
Is college football more to your liking? Then follow PURDUE and IU bIG TEN
FOOTbALL and bASKETbALL with all our sport casters, including the Voice of
IU, Don Fisher. ON THE bALL WITH JERRY PALM features the sports guru and
his crystal ball as he covers the latest on NCAA BCS football as well as College RPI
basketball. We also carry the GARY SOUTHSHORE RAILCATS games for all the
baseball fans out there.
Tune into THE DAN DAKICH SHOW, live from Indianapolis and occasionally
produced in our studios here in Merrillville, Dan’s hometown. This is arguably the best
sports talk show in the Midwest. THE bOb LOVELL SHOW features the best high
school and college personality in Indiana, bringing you interviews and scores from all
the games around the state.
89.1 FM The Lakeshore also carries excellent national programming such as TALK OF
THE NATION, MARKETPLACE, DIANE REHM, ON POINT, CAR TALK, WAIT,
WAIT... DON’T TELL ME and TRAVEL WITH RICK STEVES
Live local, listen local. On 89.1 FM The Lakeshore
6. UNDERWRITING CONNECTS YOU TO LISTENERS
When you underwrite 89.1 FM The Lakeshore, you have the opportunity to tell our
listeners–successful, educated, and active in our community–that you value programming
that not only teaches, inspires and broadens horizons, but also entertains.
Throughout studies, listeners have said that a company with a presence on public radio is
a company that shares their values, and is a company with which they are more likely to do
business. This “halo effect” is the ultimate connection between your company and 89.1 FM
The Lakeshore’s listeners. Let your message stand out in the uncluttered atmosphere of public
radio. In fact, public radio listeners are 88% more likely to buy products and services from
companies that support public radio than from companies that advertise on commercial radio.
WHAT IS THE HALO EFFECT?
It’s the tendency for an impression created in one area
to influence opinion in another area.
» INTEGRATE your messages with the values of
89.1 FM The Lakeshore’s programming
» AFFIRM your support for public
broadcasting rather than simply
presenting product information
» PRESENT your company
as one that provides a service
to your community
7. THE VOICE OF
NORTHWEST INDIANA
REACHES:
THE AFFLUENT BUSINESS LEADERS
85% more likely to own a half million 102% more likely to be the president
dollar home and 82% more likely to earn of a company
a household income in excess of $86,000
per year THE ACTIVE
119% more likely to go backpacking
OPINION LEADERS or hiking, 75% more likely to go snow
34% more likely to vote in local, state or skiing and 60% more likely to play golf
federal elections and 67% more likely to
contribute to a political organization THOSE CURIOUS ABOUT THE
WORLD AROUND THEM
THOSE ENGAGED IN 129% more likely to travel outside the
COMMUNITY LIFE U.S. five or more times every 3 years and
44% more likely to work as a volunteer they’re 84% more likely to travel to New
and 52% more likely to work in York City
community and social services
THE WELL-EDUCATED
PHILANTHROPISTS 157% more likely to have a post
158% more likely to contribute money to graduate degree, 172% more likely to
arts and cultural organizations and 58% have at least a 4-year college degree and
more likely to contribute money to social 45% more likely to participate in adult
care and welfare organizations continuing education
Let your voice be heard throughout the region
8. INTELLECT
SOCIAL
PLEASURE CONSCIOUS-
NESS
WELLNESS AWARENESS
ATHLETICS
9. PROGRAMMING THAT ENGAGES THE WHOLE bRAIN
89.1 FM The Lakeshore offers our audience spectacular on-air content
with a variety of programming that stimulates every part of their mind.
Your company will be branded as one that appreciates shows that encourage
social consciousness and intellect. Showcase yourself on 89.1 FM The
Lakeshore, and you’ll engage their minds too.
INTELLECT WELLNESS
» THE DIANE REHM SHOW » THE HEALTH SHOW
» ON POINT » PEOPLE’S PHARMACY
» TALK OF THE NATION » SAYS YOU
» SOUND MEDICINE
PLEASURE
» CAR TALK AWARENESS
» INDIANA OUTDOORS » LAKESHORE THIS MORNING
» SAYS YOU » LAKESHORE DRIVE
» TALK OF THE NATION » MARKETPLACE
» TRAVEL WITH RICK STEVES » YOUR MIND ON MONEY
» WAIT, WAIT... DON’T TELL ME!
ATHLETICS
SOCIAL CONSCIOUSNESS » THE DAN DAKICH SHOW
» FOLLOW UP » GARY SOUTHSHORE RAILCATS
» GET TO THE POINT » LAKESHORE GAME NIGHT
» REGIONALLY SPEAKING » PURDUE & IU GAMES
» TALK OF THE NATION » HIGH SCHOOL bASKETbALL
GAME OF THE WEEK
10. COPY GUIDELINES
Your support of public radio results from the desire to be affiliated with
the high standards of 89.1 FM The Lakeshore and NPR. We’ll work with
you to create an underwriting announcement that meets your needs and
adheres to designated FCC guidelines for public radio.
All underwriting announcements are either 15 or 30 seconds in length.
THE DO’S OF UNDERWRITING
• Establish organization’s name and location
• Describe your main products or services
• Include a telephone number or website
• Mention well-established, recognizable corporate slogan that identifies the company or
products or services
• Make value-neutral statements about your product or service
• Broadcast how long you have been in business, if you wish
• State that you support 89.1 FM The Lakeshore or one of the programs it airs
AND THE DON’TS
• Use comparative, qualitative or suggestive language
• Address the usefulness, convenience or advantages of the product or service
• Mention prices, interest rates, or indications of savings associated with product
• Include any use of the first or second person
• Contain inducements to buy, sell, rent, lease, borrow or loan (e.g. “shop”, “visit”, “call”)
• Issue any calls to action
• Advocate any matter of public interest
Stimulate and engage
11. Main Switchboard: (219) 756-5656 89.1 FM The Lakeshore
Monday through Friday 8am-5pm 8625 Indiana Place
Toll free: (800) 276-5656 Merrillville, IN 46410
Fax (219) 755-4312
info@lakeshorePTV.com www.TheLakeshoreFM.com
