Presentation on theme: "Underwriting Sales Management Across Platforms Jim Taszarek, President Kirk Nelson, CRMC, VP Sales and Marketing."— Presentation transcript:
Underwriting Sales Management Across Platforms Jim Taszarek, President Kirk 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 to make underwriting a significant and sustainable revenue source
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
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
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
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