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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
info       Morning Edition
    Rush Limbaugh
                                      ATC
     Sean Hannity
                 ...
info

       0%
                       90%
dumb                              smart


       0%                   10%

    ...
info




dumb                   smart




       entertainment
How? 6 Ways...
1. “Starts” and “Stars”
2. Create Entertainment
3. Develop Brands
4. Banish the obsession with “fit”
5. Crea...
1. “Starts” and “Stars”
$1 million
starts          stars




         RISK


         COST
starts          stars




         RISK


         COST
2. Create
Entertainment
20,200 Listeners to Sirius Stars Channel
        “Real” Number: 60,000
   Deepak gets about 30%, or 18,000
    This Americ...
Show me...

• Self Help
• Sports fans
• Entertainment fans
• People who want to laugh and have a
  good time

• 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 o...
3. Develop Brands
• Is it smart?
• Is appeal broad?
• Is it different from what you’re doing now?
• Are brand extensions a...
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 ...
6. Redefine “Radio”
Radio is the web of local
relationships between advertisers
and consumers mediated by your
  company – no matter how or
  ...
Local Radio =
Local Media Company
How? 6 Ways...
1. “Starts” and “Stars”
2. Create Entertainment
3. Develop Brands
4. Banish the obsession with “fit”
5. Crea...
PRPD 2008 Mark Ramsey Presentation
PRPD 2008 Mark Ramsey Presentation
PRPD 2008 Mark Ramsey Presentation
PRPD 2008 Mark Ramsey Presentation
PRPD 2008 Mark Ramsey Presentation
PRPD 2008 Mark Ramsey Presentation
PRPD 2008 Mark Ramsey Presentation
PRPD 2008 Mark Ramsey Presentation
PRPD 2008 Mark Ramsey Presentation
PRPD 2008 Mark Ramsey Presentation
PRPD 2008 Mark Ramsey Presentation
PRPD 2008 Mark Ramsey Presentation
PRPD 2008 Mark Ramsey Presentation
PRPD 2008 Mark Ramsey Presentation
PRPD 2008 Mark Ramsey Presentation
PRPD 2008 Mark Ramsey Presentation
PRPD 2008 Mark Ramsey Presentation
PRPD 2008 Mark Ramsey Presentation
PRPD 2008 Mark Ramsey Presentation
PRPD 2008 Mark Ramsey Presentation
PRPD 2008 Mark Ramsey Presentation
PRPD 2008 Mark Ramsey Presentation
PRPD 2008 Mark Ramsey Presentation
PRPD 2008 Mark Ramsey Presentation
PRPD 2008 Mark Ramsey Presentation
PRPD 2008 Mark Ramsey Presentation
PRPD 2008 Mark Ramsey Presentation
PRPD 2008 Mark Ramsey Presentation
PRPD 2008 Mark Ramsey Presentation
PRPD 2008 Mark Ramsey Presentation
PRPD 2008 Mark Ramsey Presentation
PRPD 2008 Mark Ramsey Presentation
PRPD 2008 Mark Ramsey Presentation
PRPD 2008 Mark Ramsey Presentation
PRPD 2008 Mark Ramsey Presentation
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PRPD 2008 Mark Ramsey Presentation

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Visuals from my presentation at PRPD 2008

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PRPD 2008 Mark Ramsey Presentation

  1. 1. Jetsons Picture?
  2. 2. problem
  3. 3. what do you do better than anybody else?
  4. 4. 11.2%
  5. 5. 88.8%
  6. 6. Tastes we address Tastes we don’t
  7. 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. 8. info 0% 90% dumb smart 0% 10% entertainment
  9. 9. info dumb smart entertainment
  10. 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. 11. 1. “Starts” and “Stars”
  12. 12. $1 million
  13. 13. starts stars RISK COST
  14. 14. starts stars RISK COST
  15. 15. 2. Create Entertainment
  16. 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. 17. Show me... • Self Help • Sports fans • Entertainment fans • People who want to laugh and have a good time • etc. etc. etc.
  18. 18. 3. Develop Brands
  19. 19. “the movie studios aren’t in the movie business, they’re in the content licensing business.”
  20. 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. 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. 22. 4. Banish Obsession with Fit
  23. 23. 5. Creative Funding
  24. 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. 25. 6. Redefine “Radio”
  26. 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. 27. Local Radio = Local Media Company
  28. 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”

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