1. 111 Waiting For Your Cat to Bark David J. LeRoy Audiences and Geography

2. 222 Geography is Destiny 49% 29% 6% 16%

3. 333 Comparing Two Similar Sized DMAs The Impact of Geography

4. 444 FCC Says This Is KPBS’s Signal

5. 555 Real Coverage Map of KPBS

6. 666 Coverage Map WNPT

7. 777 The Consequences of Geography  KPBS is has a much bigger budget, even excluding the revenue assigned to the radio portion of this joint licensee.  Gross Rev. 2010 data:  NPT $5.5 million  KPBS $13.3 million*  Nashville invests a higher portion of its funds in programming (NPT 53%, KPBS 37%) * KPBS radio and TV combined was approx. $18 million gross revenue in 2010.

8. 888

9. 999 Increasing Grants and Major Gifts

10. 10 Increasing Grants and Major Gifts

11. 11 Take Away  The great station managers somehow learn to shift emphasis when traditional sources of income atrophy (like underwriting and membership)  These two stations have focused on partnerships, major gifts and philanthropy  But one size does not fit all

12. 12 Geography and Membership

13. 13 The Take Away  KLVX could not exploit the NGO route nor major giving and had to develop a different funding model  That is a fee for services: i.e., training large number of adults funded by various governmental agencies  This “new” CPB data set lets us explore and reveals new insights… for example

14. 14 KLVX Number of Members

15. 15 Waiting for the Cat to Bark  Somehow the “rule” emerged that more and more viewing (GRPs) should led to membership  Both WNPT and KLVX are consistently the most viewed PTV stations in the nation and yet have “failed” to grow their membership  And for more than a decade these two stations’ membership levels have remained the same  Viewing is a necessary but not sufficient condition for membership

16. 16 Challenging The Membership Assumption  The amount of viewing in a market (GRPs) does not appear to be related to membership levels… Why?  Some possible hints: heavy viewers of all TV are not necessarily believers of the “mission”;  Yes, there are loyal, knowledgeable viewers who view a drive and pledge – but we suspect they a minority of the cume!

17. 17 Membership and Local Programming  1 st – the mix of local programming and its long history on the station creates a “warm feeling” (this is about emotion not reason)  2 nd day in day out do you connect the dots for the viewers and the members?  3rd local pledge specials can successful because its touches peoples emotion

18. 18 Work in Progress Questions