1. LOCAL IMPACT ONLINE PTPA FALL MEETING Houston, TX October 21, 2008

2. 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

3. KEY INDICATORS Most web activity is measured using a small set of key metrics: o Unique Visitors o Visits o Page Views o Time-on-site These metrics work well for public broadcasters—with one reservation. We also need to measure streaming media.

4. PROBLEM: RESULTS VARY WITH TOOL Web Metrics vary dramatically depending on the measurement system: Server side Client side Panel based Hybrid systems

5. ESTABLISHING AN INDUSTRY STANDARD In 2006 – 2007, IMA led a system-wide effort to establish a standard method of measuring web activity: Google Analytics o Widely accepted and deployed o Provided by a stable service o Supported by a large corps of analysts o Likely to one of several national standards o Free o Easily installed

6. APPLYING THE RESULTS Public Media Metrics combines and analyzes the data collected by Google Analytics o Whole sites or single pages are “tagged” o 120 sites now being monitored daily o Stations have access to data on demand o Data is downloaded daily for off-line analysis o PMM provides quarterly reports and analysis

7. WHAT ARE WE SEEING? For the vast majority of public broadcast sites: Relatively low traffic Infrequent visits: more than 70% of visitors are once-per-month Visitors most often come only for utilities (program schedules, playlists, pledge) Streaming media is our primary asset

8. WEB STATS ARE DIFFERENT Compared with Broadcast Ratings (Nielsen or Arbitron)… Web stats are monthly (vs. weekly or daily) Web stats reflect a large number of transient events For most station sites well over half the registered “visits” last under 10 seconds.

9. SAMPLE DURATION REPORT

10. VISITS AND VISITORS Visitors for Aug 5 - Sept 4 Total visits* Total visitors* visits/ visitor* % with 1 visit* Major M News/JointL 396,292 253,5541.5684.2% Major M Ecl/JointL 287,616 179,1421.6187.2% State Net/Joint L 275,194 140,7741.9583.0% State Net/TV 154,018 118,8001.3088.3% Major M News/JointL 123,045 77,1701.5984.2% State Net/JointL 86,156 61,1261.4189.9% State Net/TV 26,645 17,3141.5484.3% Major issue facing us online: low “visits/visitor” = low loyalty = no foundation for revenue

11. HABITUAL VISITS Visitors for Aug 5 - Sept 4 Total visits* Total visitors* % visitors with >15 visits* # visitors with >15 visits* Major M News/JointL396,292253,5540.7%1,669 Major M Ecl/JointL287,616179,1420.6%1,125 State Net/Joint L275,194140,7741.1%1,597 State Net/TV154,018118,8000.3% 399 Major M News/JointL123,04577,1700.7% 527 State Net/JointL86,15661,1260.4% 247 State Net/TV26,64517,3140.6% 97

12. ONE-TIME-ONLY VISITS IN SIX MONTHS Visitors for Aug 5 - Sept 4 % with ONLY ONE VISIT from Jan-Aug Major M News/JointL 50.8% Major M Ecl/JointL 50.1% State Net/Joint L 43.9% State Net/TV 66.8% Major M News/JointL 54.3% State Net/JointL 58.1% State Net/TV 57.1%

13. DETAIL: M-MARKET NEWS Example 1: M-M News (Radio) Analytics for August 15 - Sept 15 Visitors9,420 Visits25,598 Visits/Visitor2.72 Total Page Views55,801

14. MOST USED CONTENT Example 1: Mid-M News Total Page Views 55,801100% Homepage 16,05928.8% Listen 15,57227.9% Listen (support page) 2,6574.8% Playlists 9351.7% Playlists 9141.6% Events Listing 7241.3% Listen (support page) 6231.1% News 5581.0% Music (leads to playlists) 4640.8% Programs 1,8933.4% Total top 10 content pgs:40,39972.4%

16. RESOURCES FOR EX. 1 1+ person staff Budget over $150,000 Very creative use of open source software A “wait and see” approach

17. Ex. 2 MAJOR MARKET JOINT-L Example 2: Major-M Joint Analytics for August 15 - Sept 15 Visitors 82,186 Visits 129,210 Visits/Visitor 1.57 Total Page Views 281,531

18. MOST USED CONTENT Example 2: Major-M Joint Total Page Views 281,531100% Homepage 58,09420.6% Radio/listen 30,70810.9% News/Local 20,7157.4% StreamLaunch 13,7634.9% Weekday Talkshow 13,7634.9% TV Schedule 11,6404.1% Radio Schedule 5,6732.0% TV Schedule 4,1591.5% Radio staff 3,7491.3% Radio Homepage 3,3031.2% Total for top-10 content: 165,56758.8% 34,478 pgv = 12% of total

19. Ex. 2 RESOURCES 6 person staff Budget over $500,000 Leadership from the top Ability to Attract and Nurtures Web Talent

20. ANALYSIS OF BOTH CASES 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.

21. Recommendations 1. If you don’t promote it, don’t do it. 2. Put the basics in place: good navigation, program schedule, community events. 3. Get the PBS COVE player up and running. 4. Choose one or a very small number of local projects and concentrate your effort. 5. Personally, I would pick from public affairs or education.

22. More generally 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.

23. Examples to track Nashville is talking (WKRN-TV ABC) http://www.nashvilleistalking.com/ http://www.nashvilleistalking.com/ Indymoms.com… (Indianapolis Star) http://www.momslikeme.com/ http://www.momslikeme.com/ KQED’s Check Please http://www.kqed.org/food/map/ http://www.kqed.org/food/map/ TPT’s Almanac http://www.tpt.org/almanac/ http://www.tpt.org/almanac/

24. CONNECT THE DOTS