Underwriting Sales Management Across Platforms Jim Taszarek, President Kirk 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 to make underwriting a significant and sustainable 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 Viewer Supporters Reach$ PotentialInteractiveDetailCitizenship UW CreditsXXX WebXXX E-NewsletterXXX Station EventsXXX Member MagXXX

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

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 $36,000 1,872,000 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 & InformationRate M-F 5:30pmNightly Business Report475 M-F 6:00pmThe NewsHour600 M-F 11:00pmCharlie Rose250 Fri 7:00pmWashington Week500 Fri 7:30pmColorado State of Mind500 Fri 8:00pmMclaughlin Group500 Fri 8:30pmNow500 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 $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 Ad2,610/2,000 Monthly Pkg Total Value Package Cost 9 Package Available Annual Revenue Pledge Drives Total Annual Revenue 8/32 3/12 1/1 $21,010 $14,080 $1,520,640 8 $1,438,020

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