PRPD 2008 Mark Ramsey Presentation

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Mark Ramsey

Visuals from my presentation at PRPD 2008

Business

what do you
do better
than anybody
else?

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

info

0%
90%
dumb smart

0% 10%

entertainment

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”

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....?

Show me...

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

• etc. etc. etc.

“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 on quot;Wait Wait... Don't
Tell Me!quot;

Date: 9/4/08

• 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?

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

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PRPD 2008 Mark Ramsey Presentation

2. Jetsons Picture?

8. problem

9. what do you do better than anybody else?

10.

11.

12.

13. 11.2%

14. 88.8%

15.

16. Tastes we address Tastes we don’t

17. 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

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

19. info dumb smart entertainment

20.

21.

22.

23. 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”

24. 1. “Starts” and “Stars”

25.

26. $1 million

27.

28. starts stars RISK COST

29. starts stars RISK COST

30. 2. Create Entertainment

31.

32. 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....?

33.

34.

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

36. 3. Develop Brands

37.

38.

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

40.

41.

42.

43.

44.

45. 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

46.

47.

48. 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?

49. 4. Banish Obsession with Fit

50.

51.

52.

53.

54.

55. 5. Creative Funding

56.

57. • 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?

58. 6. Redeﬁne “Radio”

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

60. Local Radio = Local Media Company

61. 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”