The document outlines the agenda for a seminar focused on public media impact, featuring discussions from various speakers and topics related to funding, measurement, and engagement strategies. It highlights key data on revenue streams for television and radio, emphasizing the need for clarity in impact measurement and collaboration among public media professionals. The goals include learning from case studies, identifying data points, and developing follow-up actions to enhance the sustainability and effectiveness of public media initiatives.

2. Funding for this seminar

3. Agenda for Today
• Morning:
– Lindsay Green-Barber, CIR
– Amy Shaw, KETC-TV/Nine Network, St. Louis
• Lunch

4. Agenda for Today
• Afternoon:
– Juan Sepulveda, PBS
– Harmony Institute
• Additional Cases and Comments
– Kathy Merritt, Public Radio International
– Steven Mulder, NPR Digital Analytics
– David LeRoy and Craig Reed, TRAC Media
– Ken Ikeda and Erik Langner, Public Media Company
• An extended discussion,
beginning with Tom Thomas, SRG

5. Agenda for Tomorrow
• Morning:
– Jan Schaffer, J-Lab/American University
– Todd Cunningham, Media Impact Center
USC/Annenberg
– Noland Walker, AIR/Localore
– Caty Borum Chatto, Participant Media/AU
• Lunch
• Wrap-up Session

6. What? Who? How? To Track Impact
Film “The Public” Journalism Reach Awareness
TV The press Public Media Engagement Human connection
Web/social A region Documentary Reception Inspiration
Mobile A Constituency Education Income Sustainability
Visualization Stakeholders Entertainment Inclusion Diversity
Game Influentials Advocacy Co-production Empowerment
Newspaper Partisans Network building Capacity Building
Magazine Innovation Adoption
Installation Discourse shift Behavior Change
Transmedia Mobilization Remedy
Policy Shift
X (the black swan)
What’s your “So What?”
If we ___________________ then ______________ will happen.
From Jessica Clark, Media Impact Funders

7. The So What? For Public Media
Impact is directly related to
Core Service Mission
Financial Sustainability

8. Legacy Impact Metrics
Audience Measurement
Total Revenues, all sources
Audience-sensitive revenue

9. 0
500
1,000
1,500
2,000
2,500
1997 2000 2003 2006 2009 2012
Millions
Total Station Revenue
(adjusted to 2012 dollars)
Total Rev PTV Stations Total Rev Radio Stations
Radio: +220 million (+29%)
Most comparisons:
2001 - 2012
TV: -$531 million (-24%)

10. 0
100
200
300
400
500
600
700
1997 2000 2003 2006 2009 2012
Millions
Major Revenue Sources - All TV Licensees
(Adjusted to 2012 dollars)
Individual Giving State/Local Tax or Univ CPB + Fed Grants
Business Foundations

11. 0
100
200
300
400
500
600
700
1997 2000 2003 2006 2009 2012
Millions
Major Revenue Sources - All Radio Licensees
(Adjusted to 2012 dollars)
Individual Giving State/Local Tax or Univ CPB + Fed Grants
Business Foundations

12. 0
100
200
300
400
500
600
1997 2000 2003 2006 2009 2012
Millions
Member Revenue – TV/Radio
(adjusted to 2012 dollars)
TV Member Revenue Radio Member Rev
TV: -$152 million (-32%)

13. 0.0
1.0
2.0
3.0
4.0
5.0
1997 2000 2003 2006 2009 2012
Millions
Member File
(all stations TV/Radio)
# of TV Members # of Radio Members
TV: -1.31 million (-31%)

14. 0
100
200
300
400
500
600
700
1997 2000 2003 2006 2009 2012
Millions Philanthropic Revenue* - TV/Radio
(Adjusted to 2012 dollars)
*Major Gifts + Foundation Support + Endowment Inc.
Philanthropic Rev - TV Philanthropic Rev - Radio

15. 0
100
200
300
400
500
600
700
1997 2000 2003 2006 2009 2012
Millions State/Local Tax and Univ TV/Radio
(Adjusted to 2012 dollars)
State/Local Tax or Univ - Radio Station/Local Tax or Univ - TV
TV: -$206 million (-39%)

16. What are we Looking to Accomplish?
• Clarify the streams of impact measurement

18. What are we Looking to Accomplish?
• Clarify the streams of impact measurement
• Learn from recognized leaders, case studies

21. What are we Looking to Accomplish?
• Clarify the streams of impact measurement
• Learn from recognized leaders, case studies
• Move the conversation forward
– Create/reinforce a network of public media
professionals focused on impact measurement
– Negotiate an informal agreement: work together
for one year and meet again in six months
– Identify work to be done, schedule follow-up
activities

22. Things to be done
• Identify key data points and sources
• Identify low-cost/low-wear methods of data
collection and analysis
• Identify promising tools for testing and
development
• Communicate advances with two fields:
public broadcasting and non-profit journalism.

23. Follow up work
• Convene a working group to summarize the
results of this session
• Report to “the field” through Current and
network lists
• Report to select conferences: PMBA in May;
PMDMC in July
• Coordinate with Media Impact Funders
• Schedule a fall follow-up meeting.