![Page 1: Revenue Models for Underwriting Packaging Presented by: Jim Taszarek Kirk Nelson](https://reader036.vdocuments.site/reader036/viewer/2022062423/56649e6a5503460f94b6823b/html5/thumbnails/1.jpg)
Revenue Models forUnderwriting Packaging
Presented by: Jim TaszarekKirk Nelson
![Page 2: Revenue Models for Underwriting Packaging Presented by: Jim Taszarek Kirk Nelson](https://reader036.vdocuments.site/reader036/viewer/2022062423/56649e6a5503460f94b6823b/html5/thumbnails/2.jpg)
PRP Client StationsPhoeni
xPhoeni
x
Seattle
Seattle
Nashville
Nashville
Austin
Austin
DenverDenver
Sacramento
Sacramento
St. Paul MinnesotaSt. Paul Minnesota
Cincinnati
Cincinnati
![Page 3: Revenue Models for Underwriting Packaging Presented by: Jim Taszarek Kirk Nelson](https://reader036.vdocuments.site/reader036/viewer/2022062423/56649e6a5503460f94b6823b/html5/thumbnails/3.jpg)
Session Will Cover
Packaging concepts - maximizing station inventory to revenue potential
– Broadcast Underwriting Credits– Web– Member Magazines– Challenge Grants– E-Newsletter – Station Events
Examples of how to evaluate stations underwriting potential through packaging
![Page 4: Revenue Models for Underwriting Packaging Presented by: Jim Taszarek Kirk Nelson](https://reader036.vdocuments.site/reader036/viewer/2022062423/56649e6a5503460f94b6823b/html5/thumbnails/4.jpg)
Concepts & Strategies
1. Supply & Demand2. Engine Theory3. Bundling Concept
![Page 5: Revenue Models for Underwriting Packaging Presented by: Jim Taszarek Kirk Nelson](https://reader036.vdocuments.site/reader036/viewer/2022062423/56649e6a5503460f94b6823b/html5/thumbnails/5.jpg)
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
![Page 6: Revenue Models for Underwriting Packaging Presented by: Jim Taszarek Kirk Nelson](https://reader036.vdocuments.site/reader036/viewer/2022062423/56649e6a5503460f94b6823b/html5/thumbnails/6.jpg)
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
![Page 7: Revenue Models for Underwriting Packaging Presented by: Jim Taszarek Kirk Nelson](https://reader036.vdocuments.site/reader036/viewer/2022062423/56649e6a5503460f94b6823b/html5/thumbnails/7.jpg)
Supply & Demand
![Page 8: Revenue Models for Underwriting Packaging Presented by: Jim Taszarek Kirk Nelson](https://reader036.vdocuments.site/reader036/viewer/2022062423/56649e6a5503460f94b6823b/html5/thumbnails/8.jpg)
Engine Theory
![Page 9: Revenue Models for Underwriting Packaging Presented by: Jim Taszarek Kirk Nelson](https://reader036.vdocuments.site/reader036/viewer/2022062423/56649e6a5503460f94b6823b/html5/thumbnails/9.jpg)
Identifying Station Engines
• The customer asks for it specifically• Sell with little or no effort• Can’t seem to raise the rate enough• Sold out for months in advance• Waiting list to support
![Page 10: Revenue Models for Underwriting Packaging Presented by: Jim Taszarek Kirk Nelson](https://reader036.vdocuments.site/reader036/viewer/2022062423/56649e6a5503460f94b6823b/html5/thumbnails/10.jpg)
Identifying Station Engines• When underwriting manager says
“we’re sold out”, or• We need more inventory
![Page 11: Revenue Models for Underwriting Packaging Presented by: Jim Taszarek Kirk Nelson](https://reader036.vdocuments.site/reader036/viewer/2022062423/56649e6a5503460f94b6823b/html5/thumbnails/11.jpg)
The Answers is in Your Inventory
![Page 12: Revenue Models for Underwriting Packaging Presented by: Jim Taszarek Kirk Nelson](https://reader036.vdocuments.site/reader036/viewer/2022062423/56649e6a5503460f94b6823b/html5/thumbnails/12.jpg)
Bundling
![Page 13: Revenue Models for Underwriting Packaging Presented by: Jim Taszarek Kirk Nelson](https://reader036.vdocuments.site/reader036/viewer/2022062423/56649e6a5503460f94b6823b/html5/thumbnails/13.jpg)
It’s the Audience Stupid
![Page 14: Revenue Models for Underwriting Packaging Presented by: Jim Taszarek Kirk Nelson](https://reader036.vdocuments.site/reader036/viewer/2022062423/56649e6a5503460f94b6823b/html5/thumbnails/14.jpg)
Rate Card
![Page 15: Revenue Models for Underwriting Packaging Presented by: Jim Taszarek Kirk Nelson](https://reader036.vdocuments.site/reader036/viewer/2022062423/56649e6a5503460f94b6823b/html5/thumbnails/15.jpg)
Rate Card
![Page 16: Revenue Models for Underwriting Packaging Presented by: Jim Taszarek Kirk Nelson](https://reader036.vdocuments.site/reader036/viewer/2022062423/56649e6a5503460f94b6823b/html5/thumbnails/16.jpg)
Rate Card
![Page 17: Revenue Models for Underwriting Packaging Presented by: Jim Taszarek Kirk Nelson](https://reader036.vdocuments.site/reader036/viewer/2022062423/56649e6a5503460f94b6823b/html5/thumbnails/17.jpg)
Package Discounting
![Page 18: Revenue Models for Underwriting Packaging Presented by: Jim Taszarek Kirk Nelson](https://reader036.vdocuments.site/reader036/viewer/2022062423/56649e6a5503460f94b6823b/html5/thumbnails/18.jpg)
Public Television
• Value of inventory• Sales department capacity• Create focus with sales tools• Packaging models
![Page 19: Revenue Models for Underwriting Packaging Presented by: Jim Taszarek Kirk Nelson](https://reader036.vdocuments.site/reader036/viewer/2022062423/56649e6a5503460f94b6823b/html5/thumbnails/19.jpg)
Value of Inventory
$25
$50
$50
$175
$275
$3,200
$0 $500 $1,000 $1,500 $2,000 $2,500 $3,000 $3,500
Broadcast
Events
Web
Specials
Other Values in thousands
![Page 20: Revenue Models for Underwriting Packaging Presented by: Jim Taszarek Kirk Nelson](https://reader036.vdocuments.site/reader036/viewer/2022062423/56649e6a5503460f94b6823b/html5/thumbnails/20.jpg)
Value of Inventory by Genre
Prime News Kids How-To
Broadcast$1,400
$1000 $600 $200
Print $150 $100 $25
Events $75 $75 $25
Total$1,625
$1,175 $625 $225
Values in thousands
![Page 21: Revenue Models for Underwriting Packaging Presented by: Jim Taszarek Kirk Nelson](https://reader036.vdocuments.site/reader036/viewer/2022062423/56649e6a5503460f94b6823b/html5/thumbnails/21.jpg)
Sales Department Capacity
Number of salespeople 4
Average revenue of successful reps $400,000
Total revenue capacity $1,600,000
![Page 22: Revenue Models for Underwriting Packaging Presented by: Jim Taszarek Kirk Nelson](https://reader036.vdocuments.site/reader036/viewer/2022062423/56649e6a5503460f94b6823b/html5/thumbnails/22.jpg)
Create Focus with Sales ToolsMedia kit: focus on audience and
results
• Reach• Quality audience• Genres• Marketing results• Media options
![Page 23: Revenue Models for Underwriting Packaging Presented by: Jim Taszarek Kirk Nelson](https://reader036.vdocuments.site/reader036/viewer/2022062423/56649e6a5503460f94b6823b/html5/thumbnails/23.jpg)
Packaging Models
• Price • Natural drivers• Multi-media
![Page 24: Revenue Models for Underwriting Packaging Presented by: Jim Taszarek Kirk Nelson](https://reader036.vdocuments.site/reader036/viewer/2022062423/56649e6a5503460f94b6823b/html5/thumbnails/24.jpg)
Pricing Model
• Price broadcast inventory below market cost per point
• Discounts for larger purchase• Discounts for 3, 6 or 12 month
schedule• Discounts for multi-media• Use rate card to help client see how
to buy
![Page 25: Revenue Models for Underwriting Packaging Presented by: Jim Taszarek Kirk Nelson](https://reader036.vdocuments.site/reader036/viewer/2022062423/56649e6a5503460f94b6823b/html5/thumbnails/25.jpg)
Pricing Model
Discount 5% 15% 25%
Months 3 6 12
Dollars$10,00
0$18,000 $25,000
Goals• Increase number of months on air• Increase average underwriter spending• Discounts increase frequency and results
![Page 26: Revenue Models for Underwriting Packaging Presented by: Jim Taszarek Kirk Nelson](https://reader036.vdocuments.site/reader036/viewer/2022062423/56649e6a5503460f94b6823b/html5/thumbnails/26.jpg)
Pricing Model
![Page 27: Revenue Models for Underwriting Packaging Presented by: Jim Taszarek Kirk Nelson](https://reader036.vdocuments.site/reader036/viewer/2022062423/56649e6a5503460f94b6823b/html5/thumbnails/27.jpg)
Engine Theory
• Almanac priced individually at $700• Extra $285 get almost 100,000 impressions • Discounts for volume of purchase and length
of purchase
![Page 28: Revenue Models for Underwriting Packaging Presented by: Jim Taszarek Kirk Nelson](https://reader036.vdocuments.site/reader036/viewer/2022062423/56649e6a5503460f94b6823b/html5/thumbnails/28.jpg)
Engine Theory
Almanac Production• 52 weeks• $500 per credit• $26,000• 4 available
Almanac Plus26 weeks Almanac• Plus
– 26 NBR– 26 News Hour– 26 BBC– 26 Charlie Rose– 26 Tavis Smiley
• 156 credits• $25,000• Eight available
![Page 29: Revenue Models for Underwriting Packaging Presented by: Jim Taszarek Kirk Nelson](https://reader036.vdocuments.site/reader036/viewer/2022062423/56649e6a5503460f94b6823b/html5/thumbnails/29.jpg)
![Page 30: Revenue Models for Underwriting Packaging Presented by: Jim Taszarek Kirk Nelson](https://reader036.vdocuments.site/reader036/viewer/2022062423/56649e6a5503460f94b6823b/html5/thumbnails/30.jpg)
RMPBS Family Fun Fest
Presenting Sponsor Package Element Our Factor Value Cost Multiplier
Sum
PromotionLogo and voice recognition in on-air event promotion messages - prime
Percent of rate card
20% $200 60$2,400
Logo and voice recognition in on-air event promotion messages - kids
Percent of rate card
20% $65 60$780
Logo and voice recognition in on-air event thank you messages - kids
Percent of rate card
20% $65 25$325
Logo in event promotion ad in June and July issues Percent of rate
card10% $2,610 2
$522
Logo in e-news promotion of event for six weeks prior to event (6 at 20,000 each)
Percent of cpm 10% $20 120$2,400
Logo in KidsFest e-mail promotion blasts prior to event (2 at 20,000 each)
Percent of cpm 10% $20 40$800
Logo/name on RMPBS homepage event promotion Percent of cpm 10% $15 433 $650
On-siteSponsor supplied signage on outdoor stage (2 @ 3X6) Estimated
value100% $1,000 2
$2,000
Logo on map Distribution 2 cents per $0.020 8000 $160
Insert in kidsfest bag Distribution 10 cents pe $0.100 8000 $800
space for sponsor inflatable Estimated
value100% $500 1
$500
booth with canopy 10x10Estimated value 100%
$500 1$600
Underwriting 15-second underwriting messages - kids Rate card 100%
$65 50$3,250
Total $15,1
87
Price $7,000
![Page 31: Revenue Models for Underwriting Packaging Presented by: Jim Taszarek Kirk Nelson](https://reader036.vdocuments.site/reader036/viewer/2022062423/56649e6a5503460f94b6823b/html5/thumbnails/31.jpg)
![Page 32: Revenue Models for Underwriting Packaging Presented by: Jim Taszarek Kirk Nelson](https://reader036.vdocuments.site/reader036/viewer/2022062423/56649e6a5503460f94b6823b/html5/thumbnails/32.jpg)
New Projects
Before shift the sales team’s time:
• Will the new project be an “engine”• Will the change in sales team focus
generate additional revenue• Is the value of the project revenue
higher than standard sale• Example: The Ralna Event
![Page 33: Revenue Models for Underwriting Packaging Presented by: Jim Taszarek Kirk Nelson](https://reader036.vdocuments.site/reader036/viewer/2022062423/56649e6a5503460f94b6823b/html5/thumbnails/33.jpg)
?? Questions ??