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Convincing Stations to Carry Your Program

Kathy Gronau

As a media consultant specializing in public radio, I have been pretty successful at getting stations to carry programs. I've found that, while PDs choose programs in part because of their content, other factors are also involved. Some other items PD's consider include program length, production quality, lead time, finances, feed time, and, of course, how they think the audience will respond.

Some promotional ideas and scheduling/distribution choices seem to make a real difference in winning station acceptance. These ideas can improve the chances that stations will choose your program over the many others available nationally.

There are several important things to remember. In the first place, most stations already have full schedules. Each month, approximately 2,000 hours of programming are available on satellite, in addition to the locally produced programs to which stations are naturally committed. How can you convince a PD to audition and schedule your program? Keep the following considerations in mind.

Let's say that a PD wants to carry your program. He or she may still need permission from a manager or programming committee before dropping a program that is currently on the schedule. In addition, logistics may affect the decision: programs designed to air live from the satellite may need to pre-empt regular local programming, causing conflicts for stations. Programs that feed during peak business hours compete for a limited number of demodulators and tape machines at each station. On the other hand, programs that feed after business hours may be missed because station staff are not available to downlink them.

When you develop your next program, or plan a marketing campaign, consider some of the following possibilities. Think about which ones might help you persuade stations to carry your program.

Promotional Considerations:

Advertising/Publicity.

Run an ad in Current, a bi-monthly public broadcasting newspaper, read by many people in public radio. I have talked to PDs who missed DACS messages and mailings, but who discovered a program through an ad in Current. Other national publicity will also draw attention to the program. Try to let stations know (by DACS, by mail, or by phone) when your publicity efforts will appear.

DACS Messages.

DACS messages are a quick way for registered producers to reach stations with information about a program. Operations Directors and PDs read them carefully. Here are a few things to keep in mind when preparing your messages:

In a Program Offering DACS, always include a coupon for stations to return to you for more information-these coupons can sometimes support grant applications by proving station interest in your program.
PDs generally appreciate being asked about their needs. If you want input on preferred program length (e.g., 29 minutes or 59 minutes) or other aspects of your program, ask for it in a Program Offering.
Make sure your Program Announcement contains all the important facts about your program. PDs don't like surprises. If the final program contains sensitive language, or if the program length or guests have changed, make sure stations get the correct information as far in advance as possible.

Demo Tapes.

A great-sounding demo tape or disc, or an audition feed, can really get attention. To catch the PD's interest quickly, make sure that the first five minutes are especially dynamic and well produced, and keep the production quality high throughout.

Extras.

Can you provide custom promos to stations? Help stations with underwriting your program? Provide a fundraising special for use during fund drives? Do it! These kinds of extras will really draw stations to your program.

Mailings.

Many PDs seem to prefer talking with a producer after they receive a mailing about the program. Mailing labels for the PDs at interconnected stations (sorted by station format upon request) are available from NPR Distribution free of charge to registered producers. Call your account representative if you need a set.

Phone Calls.

Phoning PDs is the most effective method of marketing, because it allows you to describe the features of your program and immediately addresses any questions the PD may have. However, it does cost money, and it takes time-PDs can be hard to reach. They're on the phone, in the studio, on the air, or on vacation; sometimes the station simply doesn't have one at the moment. Unless they already know they want the program, they may not be willing to spend the money to call you back (although if you have a toll-free 800 number, that helps).

You can get station phone numbers from the Public Broadcasting Directory (sometimes referred to as the CPB Directory), available from the Corporation for Public Broadcasting. This book provides a list of CPB-funded stations, with information about formats that will help you target the stations most likely to want your program.

When you call stations, have information such as transmission times, program length, broadcast rights, and names of guests and producers readily available. And, no matter what happens, stay patient, cheerful, and friendly on the phone. It may take a while to convince a PD to preempt another program in order to play yours. Make notes based on each PD's feedback, and write down what you learn about the station's needs and format. Save this information- you may need to call the station again.

Print Materials.

First and foremost, any materials you send should be easy to read. Important details, such as transmission date and broadcast right, should be clearly presented. Beyond this, however, eye-catching printed materials, such as color brochures, can really support your program. Although it can be expensive, consider creating a mailer and/or marketing packet (including photos, program descriptions, bios, press releases, and clippings). PDs often remember colorful mailings, unusual envelopes, provocative headlines, and premiums.

Promos.

Always offer promos for your programs. When you distribute your program on the satellite, you can distribute your promos free of charge via the Audio Promo Service.

Production & Scheduling Considerations:

Additonal Distribution.

Some stations that miss or chose not to take the satellite feed of your program might broadcast it later, if the program is available on broadcast-quality tape. Pacifica Program Service and Longhorn provide tape distribution services for a fee.

Holiday/Topical Content.

If part or all of a series can be related to a holiday, news event, or anniversary, more stations may pick it up-even stations that don't normally play that kind of program.

Production Quality.

Many national programs meet very high technical standards and provide a consistent, seamless sound on the air. To compete nationally, your program must be of the highest possible technical quality. Most PDs are producers themselves - they understand that problems cannot always be avoided in live recordings. Still, they expect all programs - live or taped - to be mixed and paced well, and to sound good.

Program Length.

Program length has a lot to do with whether or not a station is able to schedule your program. If a PD is going to bump another series to play yours, the new program has to be about the same length as the program it is replacing. Specials are an exception to this rule, but they still shouldn't be too long. If your program can be used in several ways, that helps too. For example, if your two-hour special can be broadcast as two separate hours or if your 29-minute series can be used as modules, stations have more options for scheduling the program.

Repeat Feeds.

Repeat feeds of programs seem to help stations. For example, stations that miss the first transmission because of technical problems can take the second. Or if stations find one feed inconvenient because of insufficient staff or resources, they have an alternative.

This is a lot to digest, and not all of these suggestions will seem appropriate to you. But if you give some of these ideas a try, I think you efforts will pay off.

Kathy Gronau is a Los Angeles-based marketing and public relations consultant.