Thinking Audience

By Deborah Blakeley and Israel Smith

Dear lucky public radio person:

Youre lucky because you work in public radio today, at a
time when audience growth is not just a mandate, its a
huge opportunity, a time when audiences are hungrier
than ever for news, and the rapidly changing world gives
you a plethora of ways to respond to their needs and
wants.
You already do this, you say? You did it in the late 1980s
when Tom Church and the Radio Research Consortium
first challenged stations to Think Audience. Yes, but
theres more.
Until you do better with the nuts and bolts, it will be
harder than ever to grow the audience. Put on your
listeners shoes, and ask: How does the audience
experience our radio station? What do they experience
and how do they feel about it? Youve read the wealth of
national audience research, but whats it like at home?
Right now, maybe youre thinking: youre a big, major
market station and have all this covered. Or youre a
small station with a small budget and theres no way you
can do this. Think again. Chances are you dont and you
would do better if you did.
Take some time to look at your station from the outside in from the audience viewpoint. Listen to your
station. Walk around and notice how staff work together.
Talk with people outside the building.
Were confident youll come up with many solutions to
improving the ways people experience the station, and
audience growth will follow.

w Setting the Stage for Growth

Audience Experience Drives Growth
The most successful businesses and non-profits large
and small grow and keep their audiences because
they pay attention to how people experience their
organizations. They are able to articulate how and why
they are an essential service to the community, from the
audience point of view. And they know the audience
experience is the driving force of their success or failure.
Higher education started thinking audience in the 1970s.
Music organizations got smart about audiences in the
1980s; museums in the 1990s. By thinking audience,
these non-profit sectors went from shrinking or flat
audiences to growth, expanded facilities and programs,
better reputations, deeper involvement in their
communities, and greater ability to weather economic
crisis. Today, even the smallest local theater companies
are smarter than ever about audience and more likely to
survive during the recession.
They pay attention to the tangible and intangible
aspects of the audiences programming experience,
the big picture as well as the details, such as the size of
print on wall signs in the lobby, the location of garbage
cans at events, and how staff answer the telephone.
They continuously improve operations and ways to give
audiences a more satisfying experience.
Working with these organizations over the years, weve
seen them move from denial and resistance (Our
numbers are great! and Weve always done it this
way, why change?) to excitement, confidence, and
greater success.

Its time for public radio stations to step up.

Compelling audience experience is the driver of
successful bottom line outcomes. This article focuses
on how station operations help shape the audience
experience, and how individual stations can achieve
growth by thinking audience at all times. The
operational, marketing and programming tactics
are applicable to all stations and all formats.

w Audience Growth Truisms

This article is a guide for driving everyday decisionmaking about audience growth at your station over
the next twelve months and beyond. A few assertions
that underlie these recommendations:
Audience growth in public radio requires change:
changing the way we think audience and the way
we do our work.
Audience growth is a coalition of the willing, those
willing to get out of the 30-year-old box (or territorial
department) theyve been functioning in, embrace new
best practices, take some risks, and look forward with
optimism and energy. You need only a small team of the
willing to start audience growth.
Audience growth requires leadership. Its the managers
job to make this real and to instill these ideas across
the organization. But somebody (or bodies) has to own
51% of the responsibility for it to be effective. A strong
leadership combo consists of collaboration between
Programming and Marketing. The station manager has
to be engaged, supportive of the goal, and know when
to get out of the way.
Audience growth involves the entire organization. Its
an integrated, team effort between marketing, programming (including news), and membership/development.
Each area has a role in compelling audiences to tune in,
come back often, and stay for the long-term. No individual department owns audience turf: its everyones job.
An integrated station effort pays off: Its like a fulcrum
or a pulley several people pulling together on one
rope can achieve more than several individuals pulling
alone on separate ropes. The whole is greater than the
sum of its parts. The big payoffs are better outcomes,
greater efficiency, financial savings, and less duplication
of effort.

Take a breath, lucky public radio person.

You can do this, and heres where to start.

u
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w Organizing the Growth Effort

Before you start acting on brilliant ideas for audience
growth, take these essential steps for success, drawn
from our experience with many non-profits, including
public radio, corporations, and business strategists like
Santa Fe consultant Lyn Parker, and Aveus, a Minneapolis
firm specializing in change management.
You can apply these steps to both short and long term
activity.

1. Build a team
Bring together the willing players, those most capable
of implementing audience growth. As noted above,
the team should include the key areas of programming
and marketing, as well as the sharpest people in news,
membership, development and operations. (They might
not be managers.)

6. Integrate
Is everyone on the same page? Probably not. Youll need
to get on the same page: Embrace the goals and find
the connections between departments.

Finding Growth Opportunities and Setting Goals

Station Diagnosis
On-air

1. What is the audiences experience right now?

Online

2. What isnt working?

Off-air

3. What are the operational barriers?

Growth Opportunity

2. Define the audience, current and prospective

Begin by asking, what are the growth and marketing

implications of the stations strategic plan? If there is no
strategic plan, then start with an honest diagnosis of the
stations situation. Then, explore the opportunities and
define goals and priorities. The goals you embrace must
be considered from the audience point of view. Also ask
individual departments to consider the questions in the
charts shown here.

4. Communicate
Theres a PR adage: When people dont know whats
going on, they make it up. The lack of communication
with staff and audiences hurts many organizations during
growth initiatives. Keep staff up to speed on plans and
activities, and develop clear, consistent messages to the
audience.

2. Save the most money?

12+ months

3. Find the opportunities, define goals

1. What, if changed if
done differently will
generate the most growth
opportunity?

6 12 months

Too often public radio stations pay a lot of attention to

core listeners, and little if any attention to the thousands
of prospects in the community. A growth initiative merits
attention to both.

What are the biggest opportu- What can we do in the

nities (or gaps) where we can
short-term and what will
do better (on- and off-air)?
require more time?

Now

For the purposes of this article, we put a lot of focus on

short-term opportunities relating to on air. However, significant audience growth over time involves all audiences
on all platforms radio, web, events, in the community;
current, lapsed and prospective; core and fringe.

3. Provide clarity and focus

for employees?
4. Build on station strengths?
5. What is the ideal audience
experience of our radio
station?

Align and Integrate

Leadership
Programming
Membership
Operations
Marketing
Development

Audience Growth Goals

5. Focus
No station can do it all at once, so dont try. Determine
two paths of action, short-term (now 12 months) and
long-term (12+ months) and focus on the things that will
generate the most growth. (More on this later.)
3

Stepping Up:
w Five Short Term Audience Building Actions
Audience building is about action making deliberate
programming, marketing and management choices right
now to grow public service. Here are five steps to take in
the next 90 days. You can start now.

u NOW
Step 1: Set Goals, Understand Metrics
Marketing for audience growth begins with growing Time
Spent Listening (TSL), which together with Cume, creates
Average Quarter Hour (AQH) listening. To drive AQH
now, we want to maximize the number of times the
audience tunes in and how long people keep listening.
Focusing on AQH also builds loyalty and reliance the
bedrocks of individual financial support.
The first step for action is on air, where public radio has a
huge opportunity to focus on some key best practices for
building TSL and AQH. Building AQH can happen now,
with current staffing and within anyones current budget.
Metrics: We recommend stations measure near-term
audience building success by tracking Metro AQH for
listeners 25+.
Set a 12-month goal of 10%+ gains in AQH listening to a
stations priority dayparts, using current data compared
to a five-survey average. This is meaningful growth
youre planning to beat the five-survey average rather
than book-to-book growth. A station making a focused
effort this spring could measure results in the fall.
In the past two years, weve seen this kind of growth at
Marketplace stations participating in audience building
projects initiated by American Public Media (APM), and
at client stations including WNYC, OPB and WFAE. This
might not be exactly the right goal for every station, but
experience suggests its an effective starting place
around which to rally staff.
Longer-range audience building has to include Cume
growth especially the number of college-educated
people who use our stations. Cume building largely
happens off air (through advertising and PR) or by signal
or service expansion. First steps for Cume building can
be taken in 6-12 months, but growth takes time. While

we touch on it below, the subject deserves separate

treatment, because it, too, is an opportunity.
BOTTOM LINE: A 12-month goal of 10%+ gains in
AQH listening to a stations priority dayparts using
current data compared to a five-survey average.

u NOW
Step 2: More Brilliant on the Basics
Air Checking + Promotion
Listening by you grounds any serious audience
building effort, because air checking is the bedrock of
on-air audience building. Great programming (with help
from forward promotion) keeps people listening. Its a lot
harder to build on programming that isnt all it can be.
Starting now, we strongly suggest PDs spend a half-day
off site each month listening to their stations and making
notes. Remember, youre wearing your listeners shoes.
Have you ever listened to a station and had no idea what
or where it is? Is the Saturday local host so boring you
completely tune out when hes on the air? This might be
the experience your audience is having.
Are call letters and dial positions used in every break?
What about forward promotion? Does a local host sound
engaged, or are they phoning in their breaks? What
makes a break sound uniquely like your station? A break
during Talk of the Nation should have the sound of your
station and no other. Yeah, yeah basic stuff, but this
kind of relentless attention to detail is the first step in
audience building.
BOTTOM LINE: Air checking requires leadership.
At every station, PDs need to make time to listen
regularly and critically. If they cant, hire outside help.
Managers need to support a PDs ability to give direction to all air staff. If hosts report to news, and news
reports to the GM, action and accountability is much
more difficult. The Public Radio Program Directors
Association (PRPD) has a distinct opportunity to help
focus training resources and attention on air checking.

u NOW
Step 3. Better Promotion = More Listening
(Its a Math Thing)
Become the exception to this finding: In 2006, Morning
Edition Grad School (MEGS) reported, Poor, ineffective
promotion emerged as a consistent problem. Virtually no
station the MEGS team analyzed did promotion well.
On-air promotion is one of the most effective tools for
driving additional tune in. A listener needs to hear
something three times before he or she remembers
and hopefully acts on a message. For the math, read Eric
Nuzums excellent On-air Programming Promotion
Insight Study (http://snipurl.com/6t7lk).
For most stations, a promo needs to air approximately 60
times a week to be heard three times by half the Cume.
This is Optimum Effective Scheduling or OES. It works.
Have a look:

Station

FA 07 AQH
Compared to a
5-Survey Average

Money on KPCC @ 2p on Sunday

+32%

Marketplace on KPBS @ 5:30p

+13%

Marketplace WOSU-AM @ 6p

+27%

Marketplace on Iowa Public Radio

@ 6:30p

+27%

Money on WFPL @ 3p on Sunday

+66%

Money on WYPR @ 3p Sunday

+13%

Metro persons 25+/Arbitron/RRC

station can. Access to inventory cannot be an issue.

This is a case where the GM can help lead a crossdepartmental conversation about freeing up inventory.
Update your on-air promotion plans at least every 90
days. For example, promote drive times during the
winter survey, and local talk or news in the spring.
Schedule OES campaigns to coincide with ratings
periods it makes it easy to set goals and track results.
Remember the suggested goal: 10%+ gains in AQH
listening to a stations priority dayparts, using current
data compared to a five-survey average. OES can help
you get there.
BOTTOM LINE: Pick two of your priority programs
and/or dayparts and begin OES promotion in the next
30 days. Stop promoting everything else. Focus and
frequency are the keys. Let forward promotion in
every break support tune-in for non-priority programs.
The listener experience will improve and so will the
numbers.

u NOW
Step 4. A Fresh Look at Schedule &
Programming
Changes big and small drive growth. If we are serious
about audience building, there cant be sacred cows,
protected programs, or wasted dayparts. When George
Boosey was PD at WBUR, he made changes to the
schedule every few months when he saw an opportunity.
It wasnt change for the sake of change it was
opportunity driven change. WBURs rise to dominance in
the Boston radio market in the 1990s speaks for itself.
Every station has opportunity. Heres where to look:

Monday - Friday
The stations in the table above were part of an audiencebuilding project we did for APMs Marketplace. Each
station ran 60 promos a week (OES) for Marketplace and
Marketplace Money during the fall 2007 ratings period,
and followed suggested best practices for forward promotion. Weve seen similar OES driven gains at WNYC,
KCRW, WABE, and WBGO in other projects.
Sixty spots a week sounds like a lot, but it really isnt.
WNYC and OPB have room for two different OES tracks
plus another 60-90 spots a week for lower priority
messages. If these stations can make/find inventory for
priority programming messages any major market

Source: Spring 2008 National AudiGraphics, from Audience

Research Analysis.

This Opportunity graph from AudiGraphics depicts a

top-30 market public radio news station that is regularly
the number one or two station in the market. The yellow
bars show where the station has opportunity to increase
Loyalty and listening. There are immediate, short, and
long-term audience building opportunities in this chart.
Immediately, this station should:
u Ensure forward promotion to and through the
mid-day is all it can be.

u Air check to identify ways to enhance the local

presence of announcers and check how the station
is identifying itself.

u Conduct a joint content review (with News and

Programming) of the stations morning programming
and news reporting, and begin crafting a plan to
improve them.
u Review audience data to see if the weakness in the
afternoon is short term or chronic.

u Make a 6-12 month plan for addressing chronic

weakness, including very pointed conversation with
network programming suppliers.

u NOW
Step 5. The Web from the Users View
Theres a major role for the web in audience building,
but in the short term, focus on the station websites ease
of use. Find out which parts of the website get the
most traffic. Make sure each one of these high value
elements is easy to find. When you promote an event,
giving opportunities, or program on the air, dont make
the user dig for the information on the web. Easy access
for audiences is part of being public and a building
block for growth. In a recent quick survey of station web
sites, we had great difficulty finding things, including
programs currently being promoted on the air, station
staff information, and most of all, station phone numbers.
BOTTOM LINE: Whats the state of your public radio
stations public website? Take down the walls, and
welcome your web visitors with clear, easy to find
information they need and want. Look to other station
sites for great examples: WNYC, MPR, KUOW and
WBEZ, to name a few.

If you subscribe to AudiGraphics, review your stations

Opportunity graph by choosing Opportunity under the
station digest tab on the AudiGraphics site. Local opportunities will differ, but the first steps towards making
these opportunities real are universal.
Managers will need to watch the backs of their PDs as
they do this work. Vermont Public Radio GM Mark
Vogelzang and former PD Jody Evans made the hard
decision to migrate Classical music off their main channel
last year, even though a large portion of the state would
lose access to the music. It was difficult, but Mark, Jody
and their team had a plan, talked with listeners and
moved forward. One book after the change, VPRs Cume
hit a 5-survey peak, as did Share in their primary market.
2,000+ listener comments later, nobody has threatened
Marks life.
VPR made a big change that took a lot longer than 90
days. Start with your own small change(s) in the next
90 days.
BOTTOM LINE: Work purposefully on a plan to
improve or get rid of programs that are limiting
success. The audience depends on you to make these
choices, and a daypart is a terrible thing to waste.

You still there, lucky radio person?

Go have a cup of coffee and then read on.
The best is yet to come.

u
6

Looking Ahead:
w Seven Strides for Audience Growth in the Next Year
1. Making More of Morning Edition
2. Reconsidering The Sound and Content of
Local News
3. A Plan for Schedule and Programming Changes
4. Talent Matters
5. Programming and Schedule Change
6. The Virtuous Content/Promotion Circle
7. Growing Cume: External Position and Marketing

After six months of focus on the five steps outlined

above, there should be some early results for your
efforts. Compare the Metro 25+ AQH of your priority
dayparts to the five-survey average. If you see the gains
you expect (and even if you dont) share the results with
staff. Breaks should sound cleaner, with more forward
promotion and local presence. Your baseline efforts are
paying off, but there is still work to be done in this first
year.
With a solid foundation in place, including a shared
sense of purpose, goals and priorities, stations can move
into more intensive strategies for longer-term growth.

MONTHS
u 6-12
1. Making More of Morning Edition
Researcher Craig Oliver says, As goes morning drive,
so goes the radio station. For most stations, that means
making Morning Edition sound as good as possible.
Some suggestions for the next six months:
u Visit http://snipurl.com/6q5sf and download the
tool kits from the Morning Edition Grad School
team. The guides are clear, and the steps apply to
every station.

u Reacquaint yourself with the Sense of Place study

http://snipurl.com/6q63e. Listeners say they want
in-depth, information-rich news, providing context
and connection. Thats a standard against which to
judge local reporting.

u Take a careful look at the MEGS report on underwriting how credits are placed in a break matters.

u Schedule a listening day with your News Director

and Underwriting chief. Pick a day, listen, and then
compare notes on what could be improved. Do your
notes jibe with the MEGS recommendations?
u Deliver on a commitment to air check your Morning
Edition host. Make time to give thoughtful, considered feedback, and praise lavishly when something
sounds great.
Air checking is one of the Ten Commitments of
Programming, put forth by PRPD and the Local News
Initiative: To air checking to make it something we
do, not just something we talk about. Listening to our
own work on a consistent basis is the best tool we have
to assure consistent quality. We can only add, Start
now, and Start with morning drive.
As you do this work, tap the knowledge of the people
you pay: PRPD, DEI, NPR and their Morning Edition
Grad School and Local News Initiative teams, Audience
Research Analysis (ARA), the Radio Research Consortium
(RRC), consultants and others. Use them as sounding
boards to test ideas and review tape. As neutral third
parties, they can help craft a case for change.
Public radios national organizations have an opportunity
to fuel and focus local station efforts by sharing what
they know. Lessons from MEGS and the Local News
Initiative are among the best kept secrets in public radio.
Aggressive communication about what we know about
audience behavior and expectations will help stations
make decisions grounded in the needs of the audience.

MONTHS
u 6-12
2. Reconsidering the Sound and Content of
Local News
Some first rate journalists work at major market news
stations. Yet, some of the radio they make is so boring
its hard to fully appreciate the journalism. As listeners,
we appreciate how some stations package and present
the news in more compelling and useful ways than
others. When WNYC introduced The Takeaway in Spring
2008, it seized the opportunity to re-imagine the sound
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of local news in morning drive. Whatever you think of

The Takeaway, early PPM and fundraising data confirm
the potential of WNYCs broader programming effort.
News Directors, Programmers and Managers should all
take a fresh look at the Sense of Place study from the
Local News Initiative: localnewsinitiative.org/. Some
375 listeners from nine markets were very clear about
what they expect (and dont need) from local public
radio news.
Also read the newly released Public Radio News
Directors Guide from Pubic Radio News Directors
(PRNDI) and NPR at http://www.prndg.org/.
BOTTOM LINE: A news team might win awards, but
not meet the needs of the audience. Review existing
research and consider how your local news product
can evolve in the next 6-12 months. As with all major
audience building strategies, buy-in and support from
the GM are essential during this evolution.

u 6-12 MONTHS

3. A Plan for Schedule and Programming

Changes

Following 90 days of air checking and consideration of

local and national audience research, some clear opportunities for scheduling and programming changes should
emerge. Now is the time to create a concrete plan for
implementation of those changes
BOTTOM LINE: Programming and News should
collaborate on a 6-12 month programming plan that
addresses needed changes, resources, staffing and
operational changes, as well as the needs and
concerns of affected stakeholders. The plan should
identify projected measurable benefits over the next
12, 18 and 24 months. This is an audience-building
plan: the needs of the listener come first.

u 6-12 MONTHS

4. Talent Matters

Audience building is a creative exercise. Talent and

creative development, new programming ideas and
models (especially in the mid-day), and the creation of
new channels for new audiences are all essential parts
of this process, even though their impact on audience
building is realized over a much longer time horizon.

BOTTOM LINE: In the next 6-12 months, endlessly

and ruthlessly coach your on-air staff. Aggressively
give opportunities to the sparks on staff and in
the community get them blogging, pitching during
fundraising, reviewing movies for the website, or
as WBEZ in Chicago does so brilliantly ask them
what theyre doing this weekend and post it to
the website. Give new blood opportunities to make
smart mistakes.

MONTHS
u 6-12
5. Implementing Programming and
Schedule Changes
Scheduling is about what goes where, such as when to
repeat A Prairie Home Companion, and whether to take
both hours of Talk of the Nation. Programming is about
the sound of the station, and programming changes
are far more complex than scheduling changes: These
changes are about deciding how much the station
should own Morning Edition, the style and substance
of local news, and how announcers own breaks, rather
than simply fill them. All of these things and more
should be part of the Programming Plan.
BOTTOM LINE: Set a specific date for some or all of
the changes you want to make. Work backwards
from that date to create a plan to manage change.
Include all appropriate stakeholders in planning and
communications about the changes a good plan
should minimize surprises. Dont forget to allow time
for off-air dry runs. Never premier an un-rehearsed
programming idea on the air.

MONTHS
u 6-12
6. The Virtuous Content/Promotion Circle
Nobody can afford to produce good work that airs
once or serves audience on only one platform. All
content and promotion need to reinforce other content
and promotion in a virtual and virtuous circle.
Promotion supports air, which supports web, which
supports air, which supports engagement which supports
web, and so on. Staff can make this easy or difficult,
depending on their openness to collaboration. Positive
leadership from the GM helps.
Here are two tactical examples:

Earlier this year, WFAE in Charlotte started small and is

building a virtuous circle around local outreach events
called Public Conversations. On-air promotion drives
people to the web to learn about the featured topic
and to RSVP. The events are recorded and will become
podcasts. Each event will form the basis for a new
conversation on the stations social networking site. In
addition, the station gathers email addresses at each
event for use in new member solicitations.
Another example is the webpage for KNOW/St. Pauls
program Midmorning: http://snipurl.com/6t57u.
Notice all the extra resources on the right hand side
(routinely gathered by show producers as part of show
prep). Most local News/Talk stations can use approaches
like this to drive people deeper into local web sites, and
if your site supports it, into a conversation with each
other.
BOTTOM LINE: On a strategic level, stations should
address what issues they want to own in their
communities and leverage them on all platforms and
across departments. Using the power of the virtuous
content and promotion circle, stations can lead and
advance significant local conversations on housing,
race, or any issue thats vital locally. Theres no better
example of this effort than Chicago Matters at
Chicago Public Radio, http://snipurl.com/6t59v.

MONTHS
u 6-12
7. Growing Cume: External Position and
Marketing
As you consider off-air audience growth tactics, be sure
to leverage the most basic audience builders and be sure
they are aligned with mission, programming, web and
station goals:
u The power of your position in the community as a
must-join organization.
u Audience engagement around your distinctive,
invaluable content.

u Active participation in the communitys leadership

circles.

u Grounding in Marketing and Communications 101.

Were not talking only about billboards and expensive

campaigns, or costly agencies that deliver ideas but little
action. Were talking about visibility through a smart,
strategic marketing plan in alignment with station goals,
and a mix of communications vehicles. Pick the things
that will deliver the best results, and act on a few. (See a
list of off-air ideas below).
Do not underestimate the tremendous value of
face-to-face audience experiences directly connected
to programming. An example is Minnesota Public
Radios hugely popular Talking Volumes series
(http://snipurl.com/6t5jk), featuring notable authors
and a partnership with the Minneapolis Star Tribune
and Loft Literary Center. The annual series is rich with
the stuff that engages audiences: a subject people are
passionate about, partners who reach new audiences, a
lively conversation starter, a dynamic event and radio
hour, and ways to publicize and promote online, on-air
and off-air.
BOTTOM LINE: Public radio stations and audiences
will be well-served by improving marketing and PR
knowledge, skills and abilities to bring station positioning, marketing and communications to state of the
art standards. Staff need training. Managers have said
repeatedly they want to do better at off-air audience
building. Non-profits outside radio provide solid case
studies of success, as do some radio stations. Whats
holding us back?

Celebrating Success and Making

it Stick
To be sure, growing audiences takes work. Any deliberate act does. Its essential to remember that there are
people on both sides of the audience building equation.
Station staff need to be acknowledged and celebrated
when they succeed, and supported when they try but fall
short. Where theres data to show progress, openly share
and discuss it. Keep asking, Whats next?
Growing the audience is a leadership challenge more
than anything else. We can and must rise to the strategic, tactical, and creative challenge. Our audiences and
our future demand it.

It sounds hard and expensive, but it doesnt have to be.

It does, however, require planning, focus and ownership
by someone in charge of off-air audience growth, who
has the support of management and departments.

Off-air Marketing Tips

Marketing know-how
u Traditional marketing tactics are often the best choice tried and true ways to reach and
motivate current as well as new audiences.

u Look to the pros at successful non-profits and businesses in your community for effective
examples of smart audience engagement, marketing and PR. Take a pro to lunch once a
month.
u Communicate consistently and clearly focusing on tactics with the biggest impact.

u Use a mix of low-cost vehicles, such as email, Internet, word of mouth, and postcard
mailings.

Audience events
u Host town forums in neighborhoods where prospective listeners live.

u Invite neighbors, including business owners, residents, opinion leaders or entire

organizations to fun station events.

Marketing tactics
u Send postcards to hot zip codes in your community about station coverage of local issues,
a big event, or a sexy series.
u Insert Post-Its, flyers or small ads in neighborhood papers. Its low cost and effective.

PR/Publicity
u Share national news coverage of public radio locally, such as the This American Life series
on the economic crisis. Repeat the programs and publicize like crazy.
u Generate local blog conversations and stories in local online media about your own news
series and events.
u Publicize programming in the local blogosphere.

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Israel Smith and Deborah Blakeley are programming and

marketing consultants based in Minneapolis. They work
with networks, stations and producers on strategies to
plan and manage change, refine programming, and grow
carriage, audience and revenue. Deb and Izzis clients
include American Public Media, NPR, DEI, Oregon Public
Broadcasting, Vermont Public Radio, WNYC, Car Talk,
Public Radio Exchange, and WAMU - Washington, DC.
Prior to working in public radio, Deborah managed major
change projects for Walker Art Center, Science Museum
of Minnesota, Andersen Corporation and others.

Contact information:
Deb Blakeley
[email protected]
Israel Smith
[email protected]

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