PBMA Webinar Rates, Rate Card

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PBMA WebinarRates, Rate Card Inventory

• Presented by Kirk Nelson

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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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Todays Objectives

• Demonstrate how you can best
• maximize your stations underwriting
• Inventory
• Format workshop using prescribed
• scenario and PRP inventory management
• tools

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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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Critical Point

• Your inventory should always be a reflection
• of your revenue

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Handout

• Case Study Worksheet
• Supply demand
• Radio Scenario

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Concept Natural Drivers
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Managing Demand - Radio

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

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Attachment AAnnual Avail Revenue Planner

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

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Attachment A
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Attachment A

• Scenario 1
• Assumes total sellout at rate card
• Scenario 2
• Assumes actual rates sellout
• Scenario 3
• Assumes rate sellout strategy to meet budget
  objectives

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Supply Demand
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Attachment BRate Card

• Rate Card
• Reflect Demand
• Price Drivers High
• Establish Rate Value
• Offer some flexibility
• Request viewer to call

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Rate Card Section One

• Total Audience Plans
• PBMA /Spot
• Rotate evenly through
• the 4 time periods 95
• 5AM 12Mid
• Rotate evenly through the
• 3 time periods 130
• 5AM 7PM

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Rate CardSecond Section

• Specific Time Periods
• Mon Sun PBMA
• Daypart /Spot
• 5A 10A 250
• 10A 3P 75
• 3P 7P 150
• 7P 11P 25

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Rate CardThird Section

• Special Packages and Sponsorships
• Details available upon request
• Car Talk Prairie Home Companion
• Annual Special Corporate Challenge Partnership
• Special Events Listener Appreciation Day
• Long term discounts available
• Note PBMA is a non-profit radio station licensed
  to a university
• near you. Your underwriting contribution may be
  funded from
• your advertising, public relations or charitable
  contributions
• budget.

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Concept Concentrate on Grids
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Attachment CAvail Rate Planner

• Total Available Monthly Inventory
• Revenue Yield at Prescribed Rate
• Create Packages

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Attachment C
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Summary
Attachment C
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Bundle Your Inventory

• Understand your pricing tiers
• Incentive-vise your fringe inventory
• Never use the B word
• Create packages that move all inventory

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Attachment D
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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 daypart even rotation
• Weekends
• Sat Sun rotation

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Radio Inventory Action Plan

• Evaluate Inventory
• Annual
• Monthly (3-months)
• Rate card alignment with demand
• Create packages
• Incentive-ize sales of all inventory
• Monitor results
• Monthly
• 3 month view

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Handout

• Case Study Worksheet
• Supply Demand
• Television Scenario

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Managing Demand Public TV

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

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Evaluate Inventory by Genre

• Prime
• Kids Programs
• News Current Affairs
• How To Programming
• Sub-category buckets

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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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Natural Drivers

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

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Packaging Concepts

• Attachment E
• Decision Maker Plan
• Attachment F
• Prime Time Plan

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Attachment EDecision Maker Plan

• Total Weekly Units
• Package Units
• Package Available
• Package 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

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Attachment FPrime Time Plan

• Total Weekly Units
• Package Units
• Package Available
• Package Rate
• Package Cost
• Weekly Revenue
• Annual Revenue
• Pledge Drives Total
• Annual Revenue

• 60
• 8
• 7.5
• 340
• 2,720
• 20,400
• 1,060,800
• 8
• 987,600

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Genre Revenue Totals

• 897,600 Prime Time Plan
• 1,077,120 Decision Maker Plan
• 1,974,720 Total Revenue

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TV Action Plan

• Annual Inventory by Genre
• Evaluate inventory buckets
• Monthly (6weeks/6-months)
• Rate card alignment with demand
• Create genre concept packages
• Incentive-ize sales of all inventory
• Monitor revenue results
• Monthly
• 3-6 month view

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?? Questions ??

• Presented by Kirk Nelson

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Copy of PowerPoint

• http//www.publicradiopartners.com/
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