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Visuals from my presentation at PRPD 2008
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Jetsons Picture?
problem
what do you do better
than anybody else?
11.2%
88.8%
Tastes we address Tastes we don’t
Car TalkWait, Wait
This American LifePrairie Home
...?
Radio Morn ShowsE!
Smarter than 5th Grader?Ryan Seacrest
Rush LimbaughSean HannityFOX News
MSNBCNetwork News
Morning EditionATC
Fresh AirDay to DayMarketplace
plus almost everything else
smartdumb
info
entertainment
10%0%
0% 90%smartdumb
info
entertainment
smartdumb
info
entertainment
6
1. “Starts” and “Stars”
2. Create Entertainment
3. Develop Brands
4. Banish the obsession with “fit”
5. Creative Funding
6. Redefine “Radio”
How? 6 Ways...
1. “Starts” and “Stars”
$1 million
starsstarts
COST
RISK
starsstarts
COST
RISK
2. Create Entertainment
20,200 Listeners to Sirius Stars Channel
“Real” Number: 60,000
Deepak gets about 30%, or 18,000
This American Life: 1.7 Million
What if....?
Show me...
• Self Help
• Sports fans
• Entertainment fans
• People who want to laugh and have a good time
• etc. etc. etc.
3. Develop Brands
“the movie studios aren’t in
the movie business, they’re
in the content licensing business.”
To: NPR Staff
From: Margaret Low Smith, VP Programming
Re: NPR and CBS Entertainment to Produce Television Pilot Based on "Wait Wait... Don't Tell Me!"
Date: 9/4/08
3. Develop Brands
• Is it smart?
• Is appeal broad?
• Is it different from what you’re doing now?
• Are brand extensions and digital experiences built in?
• Does it solve a problem for the audience?
• Does it leverage what you - uniquely - can create?
• Did you stop taking yourself so seriously?
4. Banish Obsession with Fit
5. Creative Funding
• Use the Power of the Tower
• Share $ in all directions, not just station to network/producer
• Role of advertising in Public Radio’s future - don’t take the non-com rules to the Internet
• When are you going to license content to commercial stations?
6. Redefine “Radio”
Radio is the web of local relationships between advertisers and consumers mediated by your
company – no matter how or where you connect those
relationships.
Local Radio =Local Media Company
1. “Starts” and “Stars”
2. Create Entertainment
3. Develop Brands
4. Banish the obsession with “fit”
5. Creative Funding
6. Redefine “Radio”
How? 6 Ways...
