Quick Takes

Monday roundup: PBS, NPR ombuds address Gaza reporting; commercial TV station tries memberships

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• Public media’s coverage of the conflict in Israel and the Gaza Strip has some audience members questioning news outlets’ objectivity. Last week, PBS Ombudsman Michael Getler and NPR Ombudsman Edward Schumacher-Matos published a total of three blog posts about coverage of the battle between the Israeli Defense Forces and Hamas, rounding up complaints from readers with diverging criticisms.

Getler focused on the PBS NewsHour’s coverage of the conflict in his two reports. In the first, he fielded complaints about the show’s selection of guests and its usage of the term “occupied.” The second column concerned Gwen Ifill’s interview with a UNICEF specialist regarding civilian casualties in Gaza, which Getler said prompted more mail than any segment since the conflict started. Schumacher-Matos took a broader view of NPR’s reporting on Gaza within Morning Edition, All Things Considered and newscasts, touching on subjects such as guest selection and the religious affiliations of the network’s on-the-ground reporters.

Development

Basic memberships: More trouble than they’re worth?

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Basic memberships offered during pledge drives and in direct-mail appeals are a time-tested enticement for converting pubcasting viewers and listeners into contributors, but station-based development staff are perplexed about how to set the rate for this donation level. Some pubcasters are weighing whether to stop offering basic memberships altogether. A survey conducted this fall by Plymouth, Mass.–based direct-marketing consultant DMW Direct found that most stations charge below $50 for a basic membership, and few have adjusted the rate within the last five years. The basic median rate among the 41 public TV and radio stations that participated in the survey is $40, but 16 stations reported to DMW that they charge less. These rates are far below average gift amounts for public stations.

Development

Winning members at their doors

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One of the most promising new membership initiatives to come along for public television in years doesn’t involve phone banks, on-air pitches or premium packages. It’s door-to-door canvassing, the grass-rootsy technique for talking up causes and soliciting donations face-to-face.

Development

Why don’t more stations adopt ‘sustainer’ ways?

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Public radio stations have widely adopted sustaining-member programs over the last several years. Because of this, one might assume that a significant number of sustainers contribute to public radio every month. However, the reality for most public radio stations is quite the opposite.

Tech

WGBH puts listings on an iPad

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WGBH has begun distributing its monthly program guide, Explore!, in a package that brings video and audio promos along with it to iPad tablets. It can also use Wi-Fi to pull in updated “live listings” from the Web even after it’s in the viewers’ hands.

Development

Sustainers: more efficiency and stability, shorter pledge drives

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After a decade, sustaining members have given four times as much, net
Everywhere you look these days, there’s a different message on the state of the economy: the Dow is up, the Dow is down, hiring is up, the recovery is jobless. If anything is certain, it’s that the outlook remains very uncertain. It’s a genuine blessing, therefore, that sustaining members can put a little more certainty into your station’s life. Since Minnesota Public Radio began its sustaining member program in 2007, it has revolutionized the way we generate financial support from our audiences. Sustaining members take a step beyond those who commit to a year of monthly gifts on their credit card or through their bank.

Audience research

Good news about the splintered TV audience

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What you are about to read may sound familiar—like the strategy in public radio, with its emphasis on serving a core audience—but it’s an evolution in the thinking of the LeRoys, prominent audience consultants for public TV stations and co-directors of TRAC Media Services. Public television’s cume fell below 50 percent in the 2001-02 season. The portion of the viewing public that samples it in a week — as high as 59.2 percent in 1991 — was down to 47.8 percent a decade later. Fewer and fewer homes are sampling public television’s fare and they’re viewing it less. When cumes and gross rating points decline, stations can lose membership and support.

Development

How many listeners donate? One in 12 or one in three?

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Which is it? Is the conventional wisdom correct — that one out of every 10 or 12 public radio listeners is a station member? Or is it the more encouraging one-in-three, as found by the Audience 98 research project?The seemingly conflicting estimates flew past each other at last month’s Public Radio Development/Marketing Conference in Washington, D.C., without much elucidation. Now comes an attempt at elucidation. The leading proponents of the 1:12 ratio, Oregon-based fundraising consultants Lewis-Kennedy Associates, reported at the conference that an average of 8.3 percent of stations’ weekly cume listeners can be found as donors in the membership files.

Development

How much of the funding gap would individuals fill?

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In this time of unprecedented threat to public broadcasting, people are responding with unprecedented generosity to station’s pleas for support. TV station WPBA in Atlanta beat its $75,000 pledging goal by 39 percent, with pitching help from hometown boy Newt Gingrich. The boon fell just short of doubling WPBA’s in-take during last year’s March drive — $42,000. If donations to the system expand permanently by 15 percent,  the increase would amount to about $58.5 million — one-fifth of this year’s federal appropriation to CPB. Pacifica station WBAI in New York broke a record for community radio stations with an $820,000 January drive.