Oregon Media Insiders

Submitted by PeeJay on Fri, 02/09/2007 - 8:07pm.

Anonymous Source wrote:

OPB radio gets higher ratings than any other radio station in the market. If you have to beg listeners for money, you need a better sales force. 10- to 15-second spots on OPB radio should literally command top dollar, especially given the high rates at which public radio listeners can recall show sponsors. Spots on OPB are the most valuable of any on radio.

The NPR affiliate is the, or among the, top rated station in a LOT of markets. So why don't they get all aggressive on underwriting like you said?

1. Check out Mr. (that's just a guess) Anonymous above who is upset with the "advertising." For what it's worth, one of my favorite smart-alec lines for some year has been, "PBS has always had ads. But they're all for PBS."

2. One of you OPB folks might be able to refute or confirm this... I believe PBS and NPR REQUIRE their affiliates to generate some portion of their revenue from individual members as opposed to underwriters.

3. Probably most important for me; if the money comes from businesses, that's who the station will be responsive to. Aside from some recent attempts to politicize CPB, I've always felt that they hewed pretty darn close to their stated mission, that of serving those underserved by commercial broadcasting.

PS - LynnS, As your radio has an actual dial, you're likely one of the few people around who will understand what I mean when I say I've always been a far left kind of guy.