Portland jazz station, KMHD, operates solely on listener donations, so when they have an event, word needs to get out. Ad agency HMH, based in Portland, Oregon, created a series of posters and ads for KMHD's benefit evening of guitar-based jazz. According to writer Steve Cox, the goal was to promote the show to a younger audience. "We wanted to draw new listeners so they could see jazz as music that's fun. With a positive exposure, there's then a chance to establish a future listener base. The headlines are based on the idea that guitar brings a rock attitude to jazz, something the target would find more approachable. The show was a success, even with the posters disappearing as quickly as they were hung. Since the event, KMHD has developed a fringe audience in the 24-35 demographic, as well as an unexpected increase in female listeners, two areas which haven't grown in ten years."