KSQD audiences are well-informed about the issues affecting their lives.  Listeners feel a sense of belonging through interacting with a station that is responsive to their needs and interests. Broadcasts are primarily live and local, volunteer-hosted and produced.  KSQD facilitates quality local journalism, information, culture, and music. Differing views are aired respectfully. KSQD gives a voice to individuals, groups, issues and music that are underrepresented, a clear alternative to corporate media. KSQD will broadcast emergency alerts and updates.

Natural Bridges Media is a nonprofit 501(c)(3) organization whose purpose is to run and operate KSQD-FM, a noncommercial, listener-supported community radio station for Santa Cruz County. We are incorporated in California and have our federal tax-exempt status from the IRS.