New Realties Step 2.03

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New Realties Step 2.03

• Yea so what aboutthe money?

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Wheres it going?

• Conversations are continuing, with even more
  intensity
• CPB has joined the discussion.
• SRG is starting to focus on a service vision.
• There is still concern about NPR domination of
  the process.
• The discussion within the informal leadership
  shares the concerns expressed in the last to IMA
  calls
• A consolidated backend is a step. Whats the
  goal?
• When do we move from talk to planning?
• Bottom line
• An emerging consensus that something needs to
  change.
• Less agreement about how to change.
• Determinationmuch of it coming from NPRto move
  forward.

3
Looking ForwardTimetable for Discussion and
Decisions
Very unofficial. Does not reflect any
organizational commitments

• Meeting in DC, May 1-2
• DEI Conference in July
• SRG Meeting in August
• PRPD Meeting in September
• Public Radio Leadership Forum in November

This seems to be a good path for the New
Realities discussion, allowing up to 1,000
individuals to be briefed on the issues and to
interact with some of the leadership.
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Looking ForwardTimetable for Discussion and
Decisions
Very unofficial. Does not reflect any
organizational commitments

• It now appears likely that a small working group
  may be formed to move the process forward.
• In connection with that John Kotter,
  internationally recognized expert on change
  management has extended an invitation to IMA to
  have a small group of public broadcasters to meet
  with him in the last week of May. If leadership
  for the next step has been identified, Kotter
  may meeting with this group.
• If not, IMA will select representatives to meet
  with Dr. Kotter to discuss

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Looking ForwardThings you might want to start
talking about

• Many of the draft ideas being tossed around
  involve pilot programs.
• What areas of RD are you most interested in?
• Are you willing to make a major commitment to,
  say, try out shared infrastructure?
• Are you willing to make additional investments to
  shift more to locally originated programming and
  service?
• Are you willing to collaborate with NPR (and
  others) to test new services?
• Are you interested in experimenting with various
  forms of membership, including content premiums
  and reserved access for members only?

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Heads Up

• Three important reports
• New Edison/Arbitron SurveyTracking studies,
  written by Edison Media Research for Arbitron.
• Two reports purchased for IMA members
• Podcasting Whos tuning In? by Michael Chapman
  of e-marketer. We hope to arrange a conference
  with the author.
• What Media Website Earn 2006 surveyBorrell
  Associates Report on Web Revenue for local media
  properties. Again, if we can arrange it, we will
  have a conference with the authors.

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Today Talk about Revenueand especially about
memberships

• Doug Eichten and Barbara Appleby, DEI
• John Mastrobatista, Target Group
• Dick McPherson, McPherson Associates and the
  McPherson Public TV Direct Mail Coop.
• Jim Taszarek Taz Media, Project ROI
• Note Next week we will focus on building
  community.

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Today Goals, Process

• Hear from system leaders in the membership and
  sales area What are they thinking about the New
  Realities Process?
• Continued focus on May 1-2. Their insights and
  suggestions could shape the discussion.
• Identify areas of interest for station
  exploration
• Informal. QA.
• Use hand-raising icon or the chat box for
  questions.
• Dont be afraid to interrupt.
• We will end between 400 and 415 ET.
• Note Next week we will focus on building
  community.

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Areas to Explore

• The evolution of membership
• The impact of new technology on legacy revenue
  streamsmembership and underwriting
• Changes in customer behavior and expectations do
  they anticipate problems? Do they see solutions?
  
• How can we take advantage of opportunities
  station-based solutions, aggregation, shared
  revenues?
• Potential economies of scale

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Upcoming Events

• All audio and PPTS online at integratedmedia.org
• Final webcon community, social networking and
  user generated content. Next Thurs., April 27
• All conferences at 3PM ET/Noon PT
• New Realities Meeting in DC May 1-2

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Doug Eichten RemarksStarts at 1203

• Reminder DEI Conference, July 26-29, New Orleans
• Start thinking about revenue by thinking about
  content and the user
• Continue to move from transaction ? philanthropy
• Possible change move from members to subscribers
• Industry transformation should involve marketing
  staff in the planning of new media
• Focus on community an essential element in
  developing the local service model.

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Barbara Appleby RemarksStarts at 2255

• We need to raise awareness of the cost of
  fundraising. DEI Benchmark work is mapping this.
• Data management at the station level appears to
  be inadequate right hand doesnt know what left
  hand is doing.
• Challenge of industry configuration small
  stationsa majority of voices in the systemhave
  lower resources to meet these challenges large
  stationsa minority of stations, but a majority
  of listeners and dollarsmay have resources
  required.
• Public radio must remain free with universal
  access. Values must carry across all the
  platforms. There are options to change our values
  in a web environment, but some choices could
  undermine our philanthropic case.
• Membership model could come under stress,
  depending on speed of media adoption.

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John MastrobatistaStarts at 3340

• Public Radio membership has peaked. Advances are
  coming from increasing average gift.
• PTV membership peaked 6-7 year ago, now declining
  of 2-3/yr
• In both areas, we are heavily pledge driven.
• Other sectors are also seeing donor-file plateaus
  (see 3rd slide)
• Public radiomore than almost any group we
  followcaptures more of its revenue from web
  transactions.
• The audience is younger.
• Many other NPOs are rethinking donor management
  what kind of sophisticated infrastructure and
  staffing do they need?
• Good News pubcasters are doing pretty well vs.
  other organizations in sector. Other orgs are
  more reliant on direct mail, as the entire
  population is becoming less DM responsive.
• PTV/PR membership model under stress people seem
  to be less attracted to our membership offers.
  More stress in TV than radio.

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Dick McPhersonStarts at 4520

• Addressed the call from perspective of national
  womens funds
• The concept of membership may be strangling
  public radio/TV fund raising. Consumers interact
  with us in a much more complex way.
• Suggests new models, such as consumer
  philanthropy. Expand the number of
  opportunities to support.
• Learn how to use mobile phones as a platform for
  giving.
• Support (a) should be offered at the time and
  place of the interaction (b) in a way that is
  convenient to the user.
• Rethink rhetoriceven philanthropy, which he sees
  as limiting.
• Focus on (a) where people are (b) what they are
  doing, (c) most impulsive opportunities for them
  to show support.
• Recognize the niche that you serve and see it as
  a way to expand the relationship

Has a book coming out Digital Giving how
technology has changed charity forever.
Note content description news with multiple
viewpoints and brainy entertainment.
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Thank you

• Especially to Doug Eichten and Barbara Appleby,
  DEI
• John Mastrobatista, Target Analysis Group
• Dick McPherson, McPherson Associates
• Terry Hall Jackson organized todays meeting