What's your thinking on this?
Should he stay?
Will he be on the road more? Less?
What's APM's take?
Are still able to raise member dollars around APHC?
Before you jump that shark (take it off the air)...find out what your core audience thinks. Don't base your changes merely on your fund drive.
I've made some hasty decisions in the past. Two were additions to the schedule and one was a deletion from the schedule. All three led to decreases in the core audience (P1 listeners). In the core there were fewer occasions and shorter duration per occasion. The result was a decrease in listener sensitive income (A combination of member dollars and underwriting revenue). The decreases were overall...not just during those programs.
In each case we made changes. We added back the show I dropped. We made a big deal about it with a special event, letters to members and an OES (Optimum Effective Schedule) promotional run. We were pretty quiet about the two shows we dropped. We had calls and letters complaining about the changes but, we were prepared with bullet pointed talking points. In the end we increased our core audience and increased occasions and duration.
Should he stay?
Will he be on the road more? Less?
What's APM's take?
Are still able to raise member dollars around APHC?
Before you jump that shark (take it off the air)...find out what your core audience thinks. Don't base your changes merely on your fund drive.
I've made some hasty decisions in the past. Two were additions to the schedule and one was a deletion from the schedule. All three led to decreases in the core audience (P1 listeners). In the core there were fewer occasions and shorter duration per occasion. The result was a decrease in listener sensitive income (A combination of member dollars and underwriting revenue). The decreases were overall...not just during those programs.
In each case we made changes. We added back the show I dropped. We made a big deal about it with a special event, letters to members and an OES (Optimum Effective Schedule) promotional run. We were pretty quiet about the two shows we dropped. We had calls and letters complaining about the changes but, we were prepared with bullet pointed talking points. In the end we increased our core audience and increased occasions and duration.
Adding another broadcast of an expensive program like A Prairie Home Companion adds listener hours. More listener hours means your are spreading out the costs among more listeners.
ReplyDeleteCheck out this link: http://www.aranet.com/a98/reports/a98-r05.htm
and the link at the bottom of the article. This one of the ways you can measure ROI.