Rates, Rate Card

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Rates, Rate Card Inventory

• Presented by Kirk Nelson

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Stations PRP Represents
Phoenix
Sacramento
Nashville
Austin
Chicago
Seattle
Denver
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PRP Employees

• Principals
• Jim Taszarek
• Kirk Nelson
• 32 Employees
• marketing experience
• sales experience
• corporate support experience

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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

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PRP Philosophy

• Public Broadcastings
• 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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Track Record of Sales Growth
Industry averages as reported in the Station
Resource Groups Public Radio File, November 2005
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Rates, Rate Card Inventory

• Whats Your Station Worth?
• Exactly what you can get for it!

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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

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Supply Demand
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Managing Demand

• Evaluate Inventory
• Rate Card
• Reflect Demand
• Price your prime HIGH
• Establish Rate Value
• Bundle your inventory
• Incentive-vise your fringe inventory
• Create packages that move all inventory

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Evaluate Your Inventory

• I never drive faster than I can see
• Jack Burton

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Annual Avail Revenue Planner

• Total capacity
• At rate card
• How much are you selling
• At what price
• Create scenarios

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Rate Card

• Reflect Demand
• Establish Rate Value

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Why Bundling Television

• Commercial TV
• Reach Medium
• Target Demos Rating Points / HUTs PUTs
• Local News
• Negotiate Share (of budget/Network)
• 15s 30s
• Few copy restrictions
• Expensive Production

• Public TV
• Large number of Viewers
• Education
• 15 copy
• Excellent listener qualitative
• Local community outreach
• Halo Impact
• Copy restrictions
• Affordable Production

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Why Bundling Radio

• Commercial Radio
• Cost efficiencies
• Target demo rating points
• No copy restrictions
• Inexpensive production
• 30s, 60s 10s
• High inventory load
• Non Traditional Revenue (NTR)
• Added Value
• Remotes
• Promotions (on off air)

• Public Radio
• Incredible qualitative
• Cume
• High Profile Programming
• 15s
• Copy restrictions
• Low inventory load
• Halo impact

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Adopt a News Talk Radio Strategy

• Sell Reach Concepts
• Sell Qualitative Viewers Listeners
• Create schedules around Natural Drivers
• Sell Frequency through Scheduling
• Sell Associative relationship to Programming
• Sell Halo Impact

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Two Basic Concepts

• Bundle Genre Programming or Dayparts
• Leverage Natural Drivers

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Concentrate on Packages or Genre Grids
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Bundling Includes

• PBS Television
• Genre Programs
• Prime

• Public Radio
• Commercial dayparts

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PBS Television Genres Include

• Prime
• Kids Programs
• News Current Affairs
• How To Programming
• Science Nature

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Prime-Time / Specials More than 787,500
individuals watch Channel 8 prime-time shows each
week such as Antiques Roadshow or specials such
as The Blues or Baseball.60 of PBS viewers
would choose to buy a product from a company that
supports PBS programming.
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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.
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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
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How-To/Home Improvement/TravelOn weekends,
KAET/Channel 8 invites viewers to learn more
about their world through cooking and travel
shows, as well as home improvement favorites such
as The New This Old House Hour.On average,
133,000 Valley households watch these educational
programs each weekend.
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Bundling Pubic Radio

• Commercial Radio Dayparts
• 5am-10am
• 10am
• 3pm
• 3pm-7pm
• 7pm-Midnight

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Bundling Concepts

• Executive Decision Maker
• Highlight News programming
• Include rotation
• Drive Time Plan
• M-F Morning Afternoon Drive
• Two stations use both
• Maximum Audience Plan
• All dayparts, even rotation
• Weekends
• Sat Sun rotation

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Natural Drivers
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Natural Drivers

• PBS Television
• Antiques Road Show
• The News Hour with Jim Lehrer
• Austin City Limits

• Public Radio
• Morning Edition
• All Things Considered
• Marketplace

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Supply Demand Worksheet
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Check List

• Is there an annual strategy for maximizing
  inventory?
• Do your rate card packages reflect your
  inventory demand?
• Are you bundling all available inventory
  utilizing your natural drivers?

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Rates, Rate Card Inventory

• Whats Your Station Worth?
• Exactly what you can get for it!

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?? Questions ??

• Presented by Kirk Nelson