LOCAL IMPACT ONLINE. PTPA FALL MEETING Houston, TX October 21, 2008. WHAT IS IMPACT?. To provide a public service, we must deliver significant programming to significant audiences. David Giovannoni, Remarks Upon the Acceptance of the Edward R. Murrow Award April 1994. KEY INDICATORS.
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PTPA FALL MEETING
October 21, 2008
To provide a public service, we must deliver significant programming to significant audiences.
Remarks Upon the Acceptance of the Edward R. Murrow AwardApril 1994
Most web activity is measured using a small set of key metrics:
These metrics work well for public broadcasters—with one reservation. We also need to measure streaming media.
For the vast majority of public broadcast sites:
For most station sites well over half the registered “visits” last under 10 seconds.
1+ person staff
Budget over $150,000
Very creative use of open source software
A “wait and see” approach
6 person staff
Budget over $500,000
Leadership from the top
Ability to Attract and Nurtures Web Talent
Overall… relatively low traffic
Overall… infrequent visits
More than 70% of visitors are once-per-month
Many visitors come for support utilities(program schedules , playlists, pledge)
Streaming media is their primary asset.
Measure results: focus on what works
Be humble: acknowledge your interdependence with “the system.”
Combine resources—very few stations can afford to do it all
Work with people who love the web… local bloggers and other netizens.