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