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

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Presentation on theme: "Underwriting Sales Management Across Platforms Jim Taszarek, President Kirk Nelson, CRMC, VP Sales and Marketing."— Presentation transcript:

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 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

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

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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

9 PBS Platforms Viewer Supporters Reach$ PotentialInteractiveDetailCitizenship UW CreditsXXX WebXXX E-NewsletterXXX Station EventsXXX Member MagXXX

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 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

13 Bundling

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

15 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.

16 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

17 Concentration of Force

18 Flywheel Effect

19 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

20 Supply & Demand

21 Path of Least Resistance

22 Alignment –Station GM –Board of Directors –Development –Traffic –Accounting –Member Services –Special Events –Volunteers

23 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

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

25 Underwriting Unit Potential 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

26 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

27 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

28 Media Kit

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35 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

36 News & InformationRate M-F 5:30pmNightly Business Report475 M-F 6:00pmThe NewsHour600 M-F 11:00pmCharlie Rose250 Fri 7:00pmWashington Week500 Fri 7:30pmColorado State of Mind500 Fri 8:00pmMclaughlin Group500 Fri 8:30pmNow500 Rate Card

37 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

38 Bundling Your Inventory 1.On-air Underwriting Genre 2.Multi-Media 3.PBS Event

39 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 $340 $2,720 $24,480 $1,272,960 8 $1,077,120

40 Bundling – Credits/Web/Mag Per Wk/Month –News Genre 500/340 –Web Units 200/100 –Mag Ad2,610/2,000 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

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42 Expectations

43 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


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