Underwriting Sales Management Across Platforms

1. Underwriting Sales Management Across Platforms Jim Taszarek, President Kirk Nelson, CRMC, VP Sales and Marketing

2. 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

3. 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 Mission

4. 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

6. Session Title Underwriting Sales Management Across Platforms

7. Outcomes • Multiple Platforms Management • Available Platforms • Concepts & Strategies • Management Focus • Expectations

8. PBS Platforms Include • Underwriting credits • Web • E-Newsletter • Station events/outreach • Print ads/member magazine

10. Concepts & Strategies • Engine • Bundling • Concentration of Force • Supply & Demand • The Flywheel Effect • Path of Least Resistance • Expectations

11. Engine Theory

12. Identifying Station Engines • Sell with little or no effort • Sold out for months in advance • Waiting list to support • Can’t seem to raise the rate enough

13. Bundling

14. PBS Television Genre • Prime Time & Specials • PBS Kids • News & Current Affairs • How To, Home Improvement/Travel

15. Children's programsEvery 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.

16. News and Current AffairsEach 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

17. Concentration of Force

18. Flywheel Effect

19. Supply & Demand The theory of supply and demand describes how prices vary as a result ofa balance between product availabilityat each price (supply)and the desires of those with purchasing powerat each price (demand). Alfred Marshall

20. Supply & Demand

21. Path of Least Resistance

22. Path of Least Resistance • Alignment • Station GM • Board of Directors • Development • Traffic • Accounting • Member Services • Special Events • Volunteers

23. Management Focus • Evaluate Inventory • inventory (buckets) • Media Kit • promote basic concepts • Rate Card • reflect demand • Bundle your inventory • Underwriting • all genre inventory • Multiple Platforms • lead with engine (s) • multi-media deliverables

24. PBS Platforms Include • Underwriting credits • Web • E-Newsletter • Station events/outreach • Print ads/member magazine

25. 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 Underwriting Unit Potential

26. Total Weekly Avails ROS Spot Rate Weekly Revenue Annual Revenue Pledge Drives Total Annual Revenue 74 $100 $7,400 $384,800 0 $384,800 Web Unit Potential

27. Management Focus • Evaluate Inventory • inventory (buckets) • Media Kit • promote basic concepts • Rate Card • reflect demand • Bundle your inventory • Underwriting • all genre inventory • Multiple Platforms • lead with engine (s) • multi-media deliverables

28. Media Kit

35. Management Focus • Evaluate Inventory • inventory (buckets) • Media Kit • promote basic concepts • Rate Card • reflect demand • Bundle your inventory • Underwriting • all genre inventory • Multiple Platforms • lead with engine (s) • multi-media deliverables

36. Rate Card

37. Management Focus • Evaluate Inventory • inventory (buckets) • Media Kit • promote basic concepts • Rate Card • reflect demand • Bundle your inventory • Underwriting • all genre inventory • Multiple Platforms • lead with engine (s) • multi-media deliverables

38. Bundling Your Inventory • On-air Underwriting Genre • Multi-Media • PBS Event

39. Weekly Units/News Genre Units Per Package Packages Available Package Spot Rate Package Cost Weekly Revenue Annual Revenue Pledge Drives Total Annual Revenue 72 8 9 $340 $2,720 $24,480 $1,272,960 8 $1,077,120 On-Air Genre Bundling

40. 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 8/32 3/12 1/1 $21,010 $14,080 $1,520,640 8 $1,438,020 Bundling – Credits/Web/Mag

42. Expectations

43. 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

44. Expectations • TV dollars • Shift to marketing • “Don’t ask what they can do for you, ask what you can do for them” • Account focus

45. ?? Questions ?? Thank You