A Mixed Bag Of Thoughts
- As audience flattens out or drops, the cost of doing business goes up. This is especially important to keep in mind when investing in local progamming which typically generates less audience at a higher cost than national programming.
- A key question for program directors today -- "Is the program I have on the air right now better than any of the programs sitting on the listener's iPod?"
- Less listening will mean less money unless stations improve their fundraising efficiency. Public radio still has significant potential here.
- If fund drives hurt listening levels in the past, they could hurt even more now that there are public radio alternatives on satellite radio and iPod. Just another reason to keep on-air drives short and to work hard to make them sound better.
- $1,000 contributions shouldn't be thought of as major donor money. There's an increasing body of evidence that the people who give them don't think of themselves as major donors.
- Too much emphasis on $1,000 donations in on-air drives not only suppresses contributions from people who might give less, it also sends the message that your station doesn't need all that many supporters to succeed.