Oregon Media Insiders

Dur!
Go to some event that gets the same crowd as OPB listeners. Set up a table with some membership info?

Um... hello?

Oh, wait, it's too hard to leave Macadam and go anywhere. But seriously, when was the last time we saw OPB out in the open?

Well, of course they are. But you find commercials better? You find the profit making of commercial TV and radio a better way to create quality news? How many times have I seen on this blog lamentations about the sorry state of TV news especially? You don't hear the same thing about OPB. Why? Because we're able to do exactly what every reporter/producer/videographer in the world WANTS to do...quality story telling with intelligence. I'm not preaching here. I'm just making this point: OPB does this high level of work because of the way its funded, because its not about making money at any cost. Sure pledge drives are annoying. But what we're able to provide in return is priceless.
Colin Fogarty

Pledge breaks? Who needs them?

Puh-LEEZE do NOT TELL me that freekin OPB is NONCOMMERCIAL --- how bout they actually stop with the straight-up ads and stick to the pledgie-pledgie, or just go for more "traffic reports brought to you from McDonalds" WITHOUT the pledgie pledgie. One or the other. NOT BOTH. GOD HELP US NOT BOTH.

And with the number of STRAIGHT AHEAD ADS on both the radio and the TV (the TV is THE WORST, with jingle-tone ads selling SUVs driving over nature areas and disposable diapers and what-all) I have a hard time believing they're as strapped for cash as they say ---- maybe they should SELL SOME OF THEIR PROPERTY, or DOWNSCALE THE CEO guy.

I mean, I heard a talker on OPB last week say, "brought to you by V8--I coulda had a V8!" And I coulda crashed my freekin car and put out both my eyes ON THE RADIO KNOBS.

PUH-LEEZE. Ideers? How bout they just figure out who they are and what they're doing? Then they can move on from there....

On a related note, I just got a new gig at a Christian radio station, and believe it or not, they play almost all of the SAME ADS as Air America, KPOJ, aka "K-Pudge." Always my personal favorite: Tom-Shane-Your-Friend-In-The-Diamond-Business (c'maan--you have a Tom Shane impression too...admit it.."when you're buying a diamond tennis bracelet.....")
Fascinating.

And if you give in and make a contribution, then you're added to the sucker mailing list. I think Steve Bass blew through my $35 last year sending me guilt trip letters. Letters that were also published in OPB's monthly schedule. Steve- If a yearly membership is $35, and that's all I "pledged", that's all you get. Want more? Raise the membership to $40 or $45.

The best part was when I let my membership lapse in November. I expected a flood of letters urging me to come back. Instead, OPB has only sent one.

Thanks for the great discussion all. Here is my original post with comments on that. I propose a few ideas for alternatives to pledge drives and there are so many more.

[Edited for long URL. Welcome, Steve!--L]

it's easy to develop. opb is not the only station in town. is anybody tied down and forced to listen to pledge breaks?
they come with the territory. stop whining.

I am being rude bitching about the ads on OPB. I personally am a community radio stalwart -- different for whatever reason from a "public radio" stalwart -- and there are loads of ideers out there for diversifying revenue.

Many involve websites -- generating revenue from websites is a tricky balance. But many stations are creating "member only" places on their websites where there is enhanced content -- say, their most recent interview with Molly Ivins for example, or other web only specials that the station knows will motivate. This is to spur more web-based memberships that don't rely on the vagaries of pledgies.

Also key here is the use of archives --- I don't know if OPB has any because so little of their stuff is traditionally local (canned stuff means that's SOMEONE ELSE'S archive, right?).
The Pacifica Radio Network (you wanna blame somebody for pledge drives? Blame Pacifica's Lew Hill--he invented the idea....and yes, he eventually killed himself, but not during a pledge drive) has some of the most incredible archives anywhere --- original recordings of Lenny Bruce, Ginsberg, many historical figures stretching back 60 years (KBOO's archive goes back 39 years). You gussy those up and trot them out as special recordings folx can buy through the website.

Also, I mean OPB is a non-profit, right? You already have all those major donor campaigns, again with the commercial underwriting, fundraising banquets and etc. I'm sure you already do all those things.

If you want to see the very model of a modern major public radio station, check out the NPR affiliate down in Santa Monica, www.kcrw.com --- their local programming genius is music interviewer Nic Harcourt, his show is Morning Becomes Eclectic (you simply must listen at least once), and if you go to their website right now you can see they build an array of fundraising around his stunning music show.

Although as far as REALLY getting rid of pledge drives.....the day that happens is the day "public" and "community" will suddenly become something else. You know what? Croc fortunes notwithstanding, that day may well be on the horizon.

Anyone interested in this topic should definitely take the time to find out more about Lew Hill, father of listener-supported radio. The man's life was pure hell. But what a guy. (http://en.wikipedia.org/wiki/Lewis_Hill) xxoo

Growing up in the Twin Cities (Minneapolis-St Paul), I recall the PBS station there doing a type of on-air auction. I believe they would solicit products from local businesses and have viewers bid on them. It certainly was more interesting than listening to the begging. I'm not sure if they are still doing this, but the PBS station there has always been one of the top ones in the nation.

Maybe it's time for OPB and PBS in general to leap-frog into the future and do internet only programming.

As a pro fund raiser, pledge drives have always seemed to be a sort of lazy way to raise money. Over the years they've grown to six or more weeks out of the year where I tune out and listen elsewhere, more often than not to another public station which is not in pledge drive.

See http://www.publicradiofan.com/cgi/whatson.pl?when=now&type=non-music

All fund raising strategies eventually wear down, and something new is definitely needed with public radio.

Here's what I would do - it's all about positional programming. 1. Stop being all things to all people - especially pandering to the religious middle. It's really really boring to listen to uneducated people attempt to code-talk; 2. Consider slaughtering sacred cows. Car Talk was funny for about two episodes, but probably the majority of listeners tune out. Prairie Home Companion jumped the shark a decade ago. Arguing this this? OPB plays reruns of Lawrence Welk. It's embarrassing. 3. Consider some alternatives to the high priced NPR programming - there's a lot out there. 4. Recruit a national-quality morning show host, a la Diane Rehm or Kathleen Dunn.

Better, less redundant programming, a case statement showing efficient administration, and a major donor-based fund raising program will take some of the burden from pledge drives.

Sure, pledge drives are annoying. Those of us who do them are listeners too and we'd rather be listening to the news just like you. But pledge drives are the most democratic method of raising the money that it takes to pay for the programs. We try to make 'em short and as painless as possible. I'd love to hear suggestions as to how to do that, because frankly, they ain't going away anytime soon.

As for you other folks, you think you get a lot of direct mail now? Imagine what you'd see if we didn't raise money on air.
Charge a fee for our service? There goes the whole "serving the public" thing.
And frankly, if we stopped being all things to all people, we'd probably have more Lawrence Welk rather than less. Your granny is a much better donor than folks my age.

John Bell
OPB

Thanks for providing the forum. I try to keep up with what folks are saying. And those of us working in membership share your interest in making the drives better. We were all pub broadcasting fans before we became employees.

We do pursue secondary sources. In fact, if OPB is anything like my last station (I just moved out here in October) mail is the single largest source of member dollars. But a balanced fundraising program (at least for any non-profit that has access to mass media like we do) includes on-air fundraising. And $11 million doesn't come w/o some serious saturation.

I know that OPB is working on minimizing the program interruptions at much as possible and "professionalizing" the drives. It takes a while to turn a ship as big as OPB.

I don't object to people asking us to do things better. I wish people would give us the benefit of the doubt that we do this for very good reasons and not because we can't think of anything better or we're just lazy.

I do get tired of folks who bitch about being asked to help pay for the resource. If I had a dollar for every complaint from someone who claims to be a member but who we've never heard of, we could probably cut out a pledge drive right there.

John Bell
OPB Membership Department

Come on, John...we're being held hostage here...I e-mailed in my hundred bucks five days ago but the filibuster goes on. It'd be more if I weren't so irritated. I'm getting my NPR via podcast right now, and believe me, it's addictive. And now I'm bracing for the followup guilt letters--not to mention the environmentally-wasteful direct advertising from otherwise worthy nonprofits to whom my name, and others in the OPB member data base, are apparently being sold.

Like Lynn, I don't know what the answer is, I just believe there's got to be a better way than holding your breath till you turn blue. Maybe I'd feel better if you rounded up a blue-ribbon commission of dedicated listeners with some expertise in business and fundraising and did a no-nonsense hard look at it, examining best practices among your peers, identifying options, gathering public input--then airing it all out on OPB.org. So at least we know it's the best and only way.

I wonder about expenses; is the program roster due for a low-ride-out shakeout? Maybe Car Talk and PHC have jumped the shark (I myself don't think so, but what do the numbers say?). Are we subsidizing Macadam real estate? Are people tuning in for your local program and news efforts, or are you a translater for NPR? Can local programming pay for itself by being syndicated via APM or whatever and become revenue generators?

I wonder if us radio listeners are subsidizing TV, or vice versa. I'm curious how Minnesota does it--the auction idea that someone mentioned seems interesting. A friend says Montana does it that way, and it's a statewide event everyone looks forward to. I wonder if you're getting enough for your underwriting messages; five second slogans like you-coulda-had-a V8 are irksome, but not like Oregon Held Hostage, here.

Lynn, thanks for starting this. Pledge week has become the elephant in the NPR room.

I know most folks don't think there is the money in the budget - but I think there should be more state dollars, and more oversite of the station. I am a member, love to watch, and believe in the mission, but haven't liked what I've seen as far as the treatment of the staff since they split off from the state. The salaries of the management has gone sky high, while they nicklel and dime the workers. I think the buying of that next door building was very ill-advised, and costly, while a nice idea to prepare for expansion, but now they have a mortgage on their previously paid for building.

I'm happy to share as much as I know. Let me know if I start babbling. If anyone wants to contact me directly my email is jbell at opb.org

Anonymous 5:31 says

You're right, we do get higher ratings. But aside from the fact that you p.o. everyone who hates the "commercials" it fundamentally changes the nature of public radio. Member revenue is about $11 mil. Underwriting (the FCC defined form of 'advertising' on public broadcasting) is around $2 million. Who do you want OPB trying to please, businesses or listeners. 'Cause whoever's paying the bills gets to call the shots.

Anonymous 4:28 - Thanks for the $100 bucks. I wish we could have stopped as soon as we got it. Unfortunately, we need more than $100. Pledge drives are an odd beast because some folks always wait until the last day, whenever that is. Partly they've been trained to get into the whole horse-race aspect, partly they're just procrastinators.
As to your other comments

Let us know who you are. If you ask we won't send you additional mail. Our member lists are shared (not sold) with other non-profits with similar member demographics. Let us know and we'll keep your name off the list as well. We're not trying to annoy you. We know it makes it more difficult to get money out of you. ;-)

Well, we wouldn't do it if it didn't work.

We do this. I just got back from the PBS auction conference. I go to the PBS and NPR Development conferences to do just what you're asking for. We share best practices, have advisory boards, collect data on how to do mail, on-air, on-line, telemarketing (shudder!). We are always trying to minimize our cost-to-dollar-raised ratio as well as our programming interruption.

Actually, one of the projects I was hired to take on was a station blog, where this conversation could happen. You can appreciate that some folks are less than thrilled at the idea of providing a forum where people can bash our station and practices. We're getting there, just not this week.

Actually, Car Talk and PHC are some of the highest rated shows. _AND_ some of the least expensive and best performing in pledge. NPR News is by far our largest programming expense. But I wouldn't listen to a station that didn't provide it.

I'm not sure what this means. We have a studio with offices. Is this an odd thing?

I can't tell you what our ratings are for local programs. (I'll find out if you want - I'm home right now). I do know that our mission is perceived to include a strong component of local programs which, by their nature, don't have a syndication potential in other markets. I do know that's one of the considerations our folks are always looking at.

Yes. TV is subsidizing radio. Less so in this market than in many. Resources are shared across platforms. The funds raised by pledge on radio do go to pay for FM programs. But there's also the boring stuff like staff salaries, electricity, paper...

Auctions have one of the worst cost-to-dollar-raised ratios of any form of fundraising. And if you dislike pledge interruptions, auctions aren't any better. Frankly, I also philsophically disagree with auctions as a main form of funding. We have damned fine programming. You should be willing to pony up some money for the shows you listen to all year instead of expecting to get a 50% off habachi at the same time.

I'm trying to answer any questions as honestly as I can. If there are others, let me know. But, in summary, I know pledge drives can be a bitch. But they work. And the tune out factor is not great enough to make them not work. I've seen a suggestion that people who donate should be given a special website where they could stream pledge-free. It's an interesting idea, but doesn't do much for folks who listen over the air. Keep the suggestions coming.

John Bell
OPB Membership

All detailed debate and rhetoric aside, here's a small idea that may or may not work, but it would be cheap to implement.

Have small donation cards at places that the OPB demographic tends to make purchases (Nature's, REI, etc.). The card has a barcode that can be scanned for a $5/$10/$20 donation to OPB. The charitable contributor doesn't have to register for mailings or get billed by mail. Basically the same idea as some feed-the-homeless setups.

And, yes, it could be at less stereotypical locations like Safeway, Best Buy, Plaid Pantry...whatever. You get the idea.

Certain times of the year PetCo and others ask their customers if they would like to make a $1 donation to help out pets. Maybe you could get something going with a couple of big chains throughout the state to ask customers if they would like to donate to OPB. Or have signs printed by checkstands letting customers know they can contribute at the time of purchase. It could be $1 to whatever amount they care to donate.

anybody who's ever worked in public broadcasting knows that pledge breaks work. people bitch about them, but they always get the dough.

OPB Oregon Zoo day or something... For every person throught the door OPB gets a 1$ donation..
Oregon Coast Aquarium...
Alberta Street Fair... Set up a little stage with permission from the clown house.
Sell Buttons...
Pendleton Round Up...
Astoria Farmer's market..

I know you're talking about revenue being placed in different places around the state... But hit up the people who are most likely to to recognize and utilize your product. The people who are willing to go to places celebrating grass-roots community in Action.

The High Desert Museum in Bend.
Yaquina Head Lighthouse... Or any other lighthouse for that matter.
Mark O. Hatfield Marine Science Center

These are all places in Oregon where people want to go to experience the beauty and wonder of Oregon's natural resources and history..
And they're just a little off the beaten path, too!

Good luck and blessings to all of you.
-M

Great discussion guys. I like that opb is coming around to this being a viable communication option.

I think for future growth both in brand and in offsetting costs you should go grass roots. High Schools need a gimmick for their music and sports departments every year. Finding a partnership at this level needs to guarantee schools a good payout, and also give OPB some dough. Why not take the membership advertised on TV as well as online to a more simplistic level with a card of 10 vendors granting OPB membership and supporting a local high school at the same time? Or even just get rid of membership and just do these cards with a support OPB logo for 20 dollars and split the profit with the schools. You look good to the community and you are making some cash at the same time.

The other thing I see for potential is rotating ads on the radio stream. Other stations I know do it and while I'm sure that particular bookstore has paid good money to be advertised, you may have more potential with non-exclusive ads.

The website is lacking its full potential for ad space. You will see right now John that you only sold 2 ads out of a possible six at the bottom of the homepage. With that space you aren't selling all you could be, maybe allowing us to offset some of those pledge drive slots.

As well, any of the clickable news links have space on the right side for an advertisement. Oregonlive may be a good source to check out and mimmick for other ways to sell the ads and appropriate spacing and location.

I think the corporate side of things could bear much more of the brunt of costs without incorporating advertisements into programs. We just have to get creative about how to do that.

Here's the thing about "dollar days" and "happy cards" and "hey kids--let's make a show at the clown house:" OPB's budget is, like, bigger than that. You can't raise $11 million with dollar days and clown shows.

Right?

In response to Steve's post earlier in this thread and some of the other ideas proposed here, it may be helpful to know that every single idea for reducing or ending pledge drives listed above--pledge-free, pledge-light, brief year-round announcements, increased web fundraising, etc., etc.--has been tried and tested, and none works as well as on-air fundraising as currently understood. Our firm consults to the system and conducts research on results.

I just don't want anyone thinking that public radio is unaware of the challenges posed by on-air activity or is doing nothing to try to modify it.

I hate the pledge breaks, but I also hate going to the dentist. But the dentist in the long run saves my teeth and OPB saves my sanity, so a little pain upfront is worth it.

I am also tired of hearing folks like Lars Larson pan OPB for also getting some public funding. What about all the tax breaks he and his station get for "business expenses" like broadcasting from Hawaii?

Last week's pledge drive just drove me over the top. Part of it was the content of the breaks; promises that we'll get back to our programming in "just a few minutes" followed by yet more repetition of the number, vague threats to withhold the programming if we don't call, and supercilious giggling among the hosts finally made me say enough, already. There's some excellent public radio programming available on podcasts, including some that isn't carried on OPB--ever heard "The Story?"--and that's where I've gone. I'm still there.

I question the need to raise 11 million bucks. That's a hell of a nut. We've learned that we have consultants telling OPB staff members that they're doing the right thing, while those staff members go to NPR conventions to learn the same. We hear that OPB is making payments on a building it used to own. We learn that the membership list is being made available to demographically-similar organizations--apparently for free. We're told the OPB is always #1 in the ratings (there are exceptions, such as the recent fall book, but it's an accepted truism), and yet the underwriting spots generate nowhere near the revenue that such numbers would normally bring in. I agree with a previous poster who said that a better sales staff is needed. Another accepted truism is that the listenership demands extensive in-depth Oregon news from OPB. It's an unpopular view within the fraternity, but the daily 4:30 Oregon ramble while All Things Considered could be running isn't the reason I send in a pledge. I send money to 91.5 is because ATC, TOTN,PHC, Car Talk, and the two Weekend Editions are worthwhile listening, to me. The other things, not so much.

One true fact that affects public radio just as it does commercial radio is the existence of more options for listeners than ever. This year's Winter pledge drive--the first of, what, three?--was sort of a tipping point for me. I think it's time for a harder look.

I never thought I would tolerate the pledge breaks but they work for me. I look at them as a way to vote for what I watch. I really like Oregon Art Beat so I always try to make my donation while OAB is on-air during the pledge break. I don't know if this really makes a difference but I assume there is some impact(John?). The "incentives" offered have also pulled extra money out of me. Do I wish pledge breaks weren't necessary? You bet!

Yes, they really do track who gives how much during individual shows.

Your pledge during Art Beat is definitely a vote of confidence in that show.

It's a good show filling an otherwise overlooked niche in this market.

Hey anon,

Clown shows and dollar days all go to help a public station in Oregon succeed. Look at it this way, the Special Olympics in Oregon can't succeed with just the bite can it? They need other events like the Street Jam and more to help make up their costs.

Just because you may not like one idea doesn't mean it won't float. Plus if it gets me back to my PBS programming all that much faster than why not?

Jim, just curious, but do you have any options as far as commercially selling ad time on Create? Since it isn't the main network, maybe you can do some new rules of engagement?

Seriously, I asked Lynn, Fairy Blogmother this last pledge drive, "is it a job requirement for the pledge drive people to be nerds?" Or something to that effect.

It's an insult to the well-educated, intelligent listener to have corny prattle and cheesy appeals during pledge week. This past drive I was groaning out loud at the amaturish cross-talk of the presenters.

When the Talent do appeals, like Click and Clack, Teri Gross, etc., it's funny, inspiring, or otherwise cool because, lets face it, they have talent.

Seriously, you have to increase the level of professionalism in the appeals and small talk during pledge week. There has to be a way to keep it personal and real but without the corn and cheese.

Add some dang bells and whistles, too. Talk shows have cool bumper musice, comedy bits, and talent that keep the listener engaged. Pledge drive could borrow from that some, couldn't they to make things less torturous for all? Clips of the opening 15 seconds of Pink Floyd's "Money" for bumpers and other fun audio clips, rope in the Live Wire or other local talent to make up comedy bits, there has to be a way to make the whole thing more professional and engaging.

Yes, I'm talking about actually entertaining us listeners a little bit during pledge week. I'm not asking for a dog-and-pony show, just a greater degree of professionalism in the announcers and a little audio interest to keep listeners from sliding into a pledge drive coma.

I understand that one of the bigshots in public radio is one Gary Keillor (er Garrison Keillor) who is Mr. Prairie Home Companion. His programs can be heard seven days a week on many stations, often more than once. He has written many bestselling books and done many recorded broadcasts. Keillor has even appeared in a movie. And he writes columns for newspapers and magazines.

Obviously, Keillor is wealthy; he has been able to go through at least one divorce, while building a huge estate in the Minneapolis-St. Paul area. He has a penthouse in the Central Park area of New York City. He donates money to political candidates.

So what is the solution for public radio? Get Garrison Keillor to help pay for public radio!!!! If Keillor can splurge on themselves, he can splurge on public radio--the medium that made him famous. He wants us to pledge $$$ to public radio. Does Keillor pay lots of $$$ public radio? The public radio officials should stand up to him and either ask him for his share or show him the door!!!