The author of this commentary is the publisher of Inside Music Media, where this commentary first appeared. Subscription info can be found here.
With the federal government getting out of the rescue business for public media, look for stations to take a hard look at what they do — and re-focus operations. Just like commercial owners have been doing for a decade during their debt crises.
Smart public stations will stop the whining and dig in
- For listeners already tired of pledge weeks, super-charging those efforts will have limited impact and a short lifespan.
- Promotion will focus on positive experiences, impacts and benefits.
- Public stations will revisit their schedules and cut programs with high syndication fees and marginal return. Some will be open to clearance on commercial stations.
- Don’t be surprised if some public broadcasters do deals with the devil to clear right-wing talkers itching to get on FM, or conservative podcasters looking for more exposure.
[Related: “Senate Passes Cuts in Public Broadcast Funding”]
A detour from the expensive public radio networks
- Many stations affiliate with NPR, APM and PRX, or all three, for programming – networks that compete with each other, but “barter” is literally a foreign language.
- Public networks demand cash. Look for cuts to an affiliation or two, jeopardizing the smaller nets.
- Public stations can do a cheaper deal with a commercial network for news. Nets will take the call, and reformatting barter spots to air under the underwriting rules isn’t a big stretch. The news nets stuck with older audiences on commercial newsers and talkers might want the audience profile.
- Some podcast producers, like Vox, have teamed up with public radio for long-form programs and ad clearance. Look for more.
FMs for sale in regional public networks
- Many public broadcasters still own repeaters and full signals to cover broader areas – in an era when that service could be streamed to listener phones. My alma mater, Temple University, owns five Pa. and N.J. stations in addition to home base WRTI(FM) in North Philadelphia. WHYY(FM) in Philadelphia inherited three taxpayer-owned N.J. stations shuttered by former Governor Chris Christie.
- Hello, EMF? Some of the signals will surely go to religious or other non-profits for close to free, just to unload the operating costs.
New “sales” staffs
- Most public stations have better 25—54s than the talk, news or sports stations in their markets, but “fishing where there are big fish” for underwriting dollars has been the practice. How often have you seen public radio attending the agency spot radio cattle calls?
- Look for stronger efforts in the spot markets where advertisers will recognize the value of the upscale audience.
- Without the Corporation for Public Broadcasting, grants to the Radio Research Consortium that delivers Nielsens to public radio might diminish or disappear. Potential spot clients already have ratings data and know how to read it. [Ed. Note: The Radio Research Consortium, in response to this column, tells Radio World that it does not receive CPB grants; it is a not-for-profit organization contracted by Nielsen as a sublicensor of its audience estimates.]
- Look for the possibility of sales in combo with a commercial broadcaster who will take what they can get.
Events with loyal followers that few commercial stations enjoy
Public stations have built-in audiences that are big enough for community-focused events and forums. Wealthier, informed and engaged listeners will buy entry as sponsors or tickets and show up. The events could include high-profile local celebrities — even athletes — or performers on press tours.
The Bottom Line: Public stations that have isolated themselves from content and cash from the commercial radio marketplace will be re-evaluating and looking for opportunities outside of their bubbles.
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