Underwriting Sales Management Across Platforms

Jim Taszarek, PresidentKirk Nelson, CRMC, VP Sales and Marketing

Public Radio Partners Principals

• Jim Taszarek, Jr. – President– Television – 4 yrs– Magazines – 3 yrs– Public Radio – 7 yrs– MBA, University of Southern California

• Kirk Nelson – Vice President– Professional Musician – 10 yrs– Retailing – 4 yrs– Commercial Radio Management – 17 yrs– Public Radio – 7 yrs

• Taz, Sr. – Prupster #1, Idea Slave, Guru w/o Portfolio– Broadcasting (TV/Radio) – 30+ yrs– PRUP & PR Consulting – 7+ yrs

PRP Mission

Link stations and corporate supporters in a mutually beneficial relationship that enables the station to better serve the community and helps the underwriter grow their business

PRP Philosophy

Public Broadcasting’s– Quality Programming– Non-commercial nature

are what the audience appreciates and provides underwriters marketing value

Respect and protect that nature in order tomake underwriting a significant andsustainable revenue source

Session Title

Underwriting Sales Management Across Platforms

Outcomes

• Multiple Platforms Management – Available Platforms– Concepts & Strategies– Management Focus – Expectations

PBS Platforms Include

• Underwriting credits• Web• E-Newsletter• Station events/outreach• Print ads/member magazine

PBS Platforms

ViewerSupporte

rs

Reach $ Potential

Interactive

Detail Citizenship

UW Credits X X X

Web X X X

E-Newsletter

X X X

Station Events

X X X

Member Mag

X X X

Concepts & Strategies

• Engine • Bundling • Concentration of Force• Supply & Demand• The Flywheel Effect• Path of Least Resistance• Expectations

Engine Theory

Identifying Station Engines

1. Sell with little or no effort

2. Sold out for months in advance

3. Waiting list to support

4. Can’t seem to raise the rate enough

Bundling

PBS Television Genre

• Prime Time & Specials• PBS Kids • News & Current Affairs• How To, Home Improvement/Travel

Children's programs

Every week more than 145,000 Valley families watch children's shows on KAET/Channel 8.Parents rank Barney & Friends, Sesame Street and Arthur among their top 5 children's shows in a recent study.

News and Current Affairs

Each week more than 324,000 business leaders watch Channel 8's news and public affairs programs.PBS news viewers are 57% more likely to have homes valued at $200,000

Concentration of Force

Flywheel Effect

Supply & Demand

The theory of supply and demand describes how prices vary as a result of a balance between product availability

at each price (supply) and the desires of those with purchasing power at each price (demand).

Alfred Marshall

Supply & Demand

Path of Least Resistance

Path of Least Resistance

• Alignment– Station GM– Board of Directors– Development – Traffic– Accounting– Member Services– Special Events – Volunteers

Management Focus

1. Evaluate Inventory inventory (buckets)

2. Media Kit promote basic concepts

3. Rate Card reflect demand

4. Bundle your inventory Underwriting

all genre inventory Multiple Platforms

lead with engine (s) multi-media deliverables

PBS Platforms Include

• Underwriting credits• Web• E-Newsletter• Station events/outreach• Print ads/member magazine

Underwriting Unit Potential

• Weekly Units– News Genre– Rate Card

• Weekly Revenue• Annual Revenue • Pledge Drives • Annual Revenue Net of

Pledge

72$500

$36,0001,872,000

8$1,584,000

Web Unit Potential

• Total Weekly Avails• ROS Spot Rate • Weekly Revenue • Annual Revenue • Pledge Drives Total• Annual Revenue

74$100

$7,400$384,800

0$384,800

Management Focus

1. Evaluate Inventory inventory (buckets)

2. Media Kit promote basic concepts

3. Rate Card reflect demand

4. Bundle your inventory Underwriting

all genre inventory Multiple Platforms

lead with engine (s) multi-media deliverables

Media Kit

Management Focus

1. Evaluate Inventory inventory (buckets)

2. Media Kit promote basic concepts

3. Rate Card reflect demand

4. Bundle your inventory Underwriting

all genre inventory Multiple Platforms

lead with engine (s) multi-media deliverables

News & Information Rate

M-F 5:30pm Nightly Business Report 475

M-F 6:00pm The NewsHour 600

M-F 11:00pm Charlie Rose 250

Fri 7:00pm Washington Week 500

Fri 7:30pm Colorado State of Mind 500

Fri 8:00pm Mclaughlin Group 500

Fri 8:30pm Now 500

Rate Card

Management Focus

1. Evaluate Inventory inventory (buckets)

2. Media Kit promote basic concepts

3. Rate Card reflect demand

4. Bundle your inventory Underwriting

all genre inventory Multiple Platforms

lead with engine (s) multi-media deliverables

Bundling Your Inventory

1. On-air Underwriting Genre

2. Multi-Media

3. PBS Event

On-Air Genre Bundling

• Weekly Units/News Genre• Units Per Package• Packages Available• Package Spot Rate• Package Cost • Weekly Revenue • Annual Revenue • Pledge Drives Total• Annual Revenue

7289

$340$2,720

$24,480$1,272,960

8$1,077,120

Bundling – Credits/Web/Mag• Per Wk/Month

– News Genre 500/340– Web Units 200/100– Mag Ad 2,610/2,000

• Monthly Pkg Total Value• Package Cost • 9 Package Available• Annual Revenue • Pledge Drives Total• Annual Revenue

8/323/12

1/1$21,010$14,080

$1,520,6408

$1,438,020

Expectations

Expectations

• Engines– Most in demand

• Bundling– Use to maximize/leverage your engines/platforms

• Concentration of Force– Prioritize platforms

• Supply & Demand– Price inventory to sell

• Flywheel Effect– Allow projects/programs to germinate & grow

• Path of Least Resistance– Do those things underwriting department is good at

Expectations

• TV dollars• Shift to marketing

– “Don’t ask what they can do for you, ask what you can do for them”

• Account focus

?? Questions ??

Thank You