1.
Jetsons Picture?

2.
problem

3.
what do you
do better
than anybody
else?

4.
11.2%

5.
88.8%

6.
Tastes we address Tastes we don’t

7.
info Morning Edition
Rush Limbaugh
ATC
Sean Hannity
Fresh Air
FOX News
Day to Day
MSNBC
Marketplace
Network News
plus almost everything else
dumb smart
Car Talk
Radio Morn Shows
Wait, Wait
E!
This American Life
Smarter than 5th Grader?
Prairie Home
Ryan Seacrest
...?
entertainment

8.
info
0%
90%
dumb smart
0% 10%
entertainment

9.
info
dumb smart
entertainment

10.
How? 6 Ways...
1. “Starts” and “Stars”
2. Create Entertainment
3. Develop Brands
4. Banish the obsession with “fit”
5. Creative Funding
6. Redefine “Radio”

11.
1. “Starts” and “Stars”

12.
$1 million

13.
starts stars
RISK
COST

14.
starts stars
RISK
COST

15.
2. Create
Entertainment

16.
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....?

17.
Show me...
• Self Help
• Sports fans
• Entertainment fans
• People who want to laugh and have a
good time
• etc. etc. etc.

18.
3. Develop Brands

19.
“the movie
studios aren’t in
the movie
business, they’re
in the content
licensing
business.”

20.
To: NPR Staff
From: Margaret Low Smith, VP
Programming
Re: NPR and CBS Entertainment
to Produce Television Pilot
Based on quot;Wait Wait... Don't
Tell Me!quot;
Date: 9/4/08

21.
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?

22.
4. Banish Obsession
with Fit

23.
5. Creative Funding

24.
• 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?

25.
6. Redefine “Radio”

26.
Radio is the web of local
relationships between advertisers
and consumers mediated by your
company – no matter how or
where you connect those
relationships.

27.
Local Radio =
Local Media Company

28.
How? 6 Ways...
1. “Starts” and “Stars”
2. Create Entertainment
3. Develop Brands
4. Banish the obsession with “fit”
5. Creative Funding
6. Redefine “Radio”