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2009
CONFERENCE
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Developing Corporate Support Online

Whatever the format, however commited we may be to our mission, our capacity for public service will always be constrained by our ability to find dependable long-term revenues that can pay the salaries and cover the production costs of any new offering. 

With that in mind, the stations in IMA are moving to develop the foundation of online revenue, as building blocks for online service.  In a new initiative, "The Revenue Online Initiative," we'll look for new dollars that could be generated by and invested in new media.

The path is being blazed by stations that have already developed substantial member-based revenue; WXPN, KPLU and KEXP have created strong revenue streams from "traditional memberships" with people who can only listen to those stations online.  Folk Alley (at WKSU) and BluegrassCountry (at WAMU) are moving ever closer to breaking even by developing membership for a service that exists only online.  Minnesota Public Radio, WGBH, KCRW and KQED have secured hundreds of thousands of dollars in corporate sponsorships for their online properties.  

Using the experience of these leaders--supplemented by professional consultants--the ROI project will identify opportunities and define techniques to tap that potential for new dollars, especially for the growing stream of corporate marketing revenue that is moving online.

The work will continue through next July, under the guidance of IMA executives and a small staff of advisors.  We will coordinate our work with the Development Exchange, NPR station services and PBS development, to bring findings to the largest possible audience.  Nonetheless, the greatest benefits are likely to accrue to project participants, as station staff from around the country share their tactics and challenges.

As of Oct. 1, more than a dozen stations have already signaled an interest in this project, including KPBS TV/FM, KPLU, KQED TV/Fm, Minnesota Public Radio, Michigan Public Radio and TV, Oregon Public Broadcasting and Public Broadcasting Atlanta.

For more on this important project please contact Mark Fuerst or call the IMA office at 845-876-2577.