ARTICLES Cause Marketing Pros & Cons
While there are many strategic marketing benefits for corporations and non-profits to enter into cause marketing agreements, there are also pitfalls as well. This article outlines some issues for non-profits to think about as they enter into these alliances.Click here to view the article
TV & the Internet
The Internet adds a new dimension to public viewing habits and producers of TV programming are increasingly turning to the World Wide Web to deliver content that was once broadcast on standard TV sets.
The Digital Mindset
The seamless integration of the PC and television is at hand says this author and new digital technologies will fundamentally change the way broadcasters program, produce, market and distribute programming.
High Definition TV Focus of NAB
Author: B. Goodwill, Broadcast Cafe Newsletter, May 1997
A victory in the "must carry" rule, discussions on the Children's TV Act, convergence between TV and personal computers and the public obligations of broadcasters were all addressed at the 1997 National Association of Broadcasters Convention held in Las Vegas.
Education Should Be Sole Purpose of PSAs
Author: Ruth Wooden, Advertising Age, May 19, 1997
The president of the Ad Council takes television networks to task for a declining trend in PSA support and rebuts the notion that network promos that air as PSAs or cause related marketing should be counted as PSAs. Article gives specifics on the amount of network support that has been donated by the networks and calls for increased support for important social causes.
Networks Hit on PSA Loads
Author: Richard Katz, Mediaweek, April 14, 1997
FCC's Chairman, Reed Hundt and Ad Council chairman, Alex Kroll criticized the commercial TV networks for a declining level of PSA support provided to non-profits. Hundt threatened to enact quotas to ensure that networks run a certain number of PSAs.
FCC Chief Hundt Urges Anti-alcohol PSA Push; Review
Source: Advertising Age, 1997
FCC Chairman Reed Hundt called for the broadcast industry to provide a "PSA antidote" to the $700 million the alcohol industry spends on broadcast beer and wine advertising. In a controversial speech, Hundt suggested a one-for-one tradeoff for distilled spirits ads and called for spirits marketers to pay for the anti-alcohol spots.
Booz-Allen Executive Forecasts Dramatic Broadcasting Changes
Author: David Tanzer, Public Service Report Newsletter
Spring, 1993
A consultant who specializes in the broadcast industry indicates that changing technology will provide the public with many more alternatives to the local broadcast station in the decade ahead. This may result in: lower station ratings, increased pressure on programming that does not generate profit, and erosion of the franchise that stations have with viewers and advertisers.
National Association of Broadcasters Conference Speech
FCC Chairman Reed Hundt, April 5, 1997
Mr. Hundt outlines major FCC accomplishments during his tenure including promoting digital TV, shortening the six year build-out when digital TV will be available, and a new proceeding that will define the public interest more specifically in a digital age.
Opening Remarks - National Association of Broadcasters '97
Author: Edward Fritts, President, NAB, April 7, 1997
NAB's president outlined recent broadcast victories in the "must carry", rule and the award of digital spectrum. He then outlined a series of challenges faced by the broadcast industry due to government requirements or interference, including providing free airtime to political candidates, TV parental guidelines, and new public interest programming mandates.
Keynote Address
Michael H. Jordan, Chairman, Westinghouse Electric Corp.,
National Association of Broadcasters, April 7, 1997
Mr. Jordan provides an excellent review of major trends which are restructuring the broadcast industry, including high definition TV, competition from other media industries, industry consolidation and demographic changes.
FCC Announces Release of Electronic Form 398 Filing Systems
Source: FCC, March 25, 1997
FCC announced an online system for electronic preparation and submission of Form 398 filings, which are the standardized children's TV programming reports that commercial TV stations must file, to comply with children's programming requirements.
Networks Seek More Time for Digital TV's Premiere
Author: Paul Farhi, Washington Post
Commercial TV networks oppose an FCC proposal that would require their affiliates to begin offering digital broadcasts within a year of receiving authorization from the government. Network representatives prefer a slower phase-in, stretching out as long as six years.
TV's Foolish PSA Wrangle
Advertising Age Editorial Review
Broadcasters are making a big mistake in fighting requests from the Ad Council and other non-profits for increased PSA support, particularly in optimum dayparts.
Developing Your Station's Image via PSAs
Author: B. Goodwill, National Broadcasting Association for Community Affairs, News Fall 1996
Article substantiates effectiveness of PSA campaign, how a station's PSA policy relates to community image and what community partners can do to reinforce a station's community affairs efforts.
Stand Up and Stand Out With Public Service
Author: Jerry Wishnow, Broadcasting Magazine
Article outlines the connection between community affairs and audience loyalty, tips for broadcasters when planning their community affairs programs, and designing an effective intervention strategy.
We Have Met the Future and It Is the Internet
Author: Bill Goodwill, NBACA News, Volume 12, Issue 1,
National Broadcasting Association for Community Affairs
Article outlines the benefits of the Internet to broadcasters, with particular emphasis on the community affairs department, and several particularly useful Internet sites for broadcasters.
Public Service Promotion - More Than Just Another PSA
Author: Karen Lee Rice President, National Broadcasting Association for Community Affairs
While this article is quite old, its message is timeless and still as relevant today to broadcasters as it was when it was written by a former president of NBACA. It describes the business relationship between a station's community affairs and sales departments, and the importance of working leaner, smarter, more creatively and more aggressively to succeed in a highly competitive environment.
How to be Ambitious with PSA Campaigns
Author: Thomas Goodgame, President, Group W Television Station
The president of a major market TV station talks about the importance of having senior management commitment to station community affairs projects and four critical factors that contribute to a successful station community affairs campaign.
Update on Children's TV Reporting & Related Requirements
Author: Barbara K. Gardner
One of the leading authorities on TV regulatory issues provides an excellent review of the Children's Television Act and station requirements to be in full compliance. This summary was provided as a handout at NAB '97.
Let's Clear the Air About PSAs
Author: Jack McGuire
Stations are not obligated to grant a specific amount of airtime to community organizations, this article points out, along with several other tips and facts that can help non-profits get their message on the air in a very competitive environment.
What's Next in Consumer Media
Author: Richard V. Ducey, Ph.D., National Association for Broadcasters, Keynote Speech
In this article Dr. Ducey reviews the three ages of mass communication - the Newspaper Age, the Broadcast Age, and the Internet Age, with an outlook on the future of consumer media.
Community Affairs Directors Play Key Role in Effort to Combat Alcohol Abuse
Source: National Broadcasting Association for Community Affairs News, Volume 12, Issue 4
Article outlines National Association for Broadcaster's STAR program (Stations Target Alcohol Abuse Reduction), the single largest public awareness campaign ever undertaken by the broadcast industry. Campaign activities and materials center around the latest scientific research about what works to reduce underage drinking, drunk driving, drinking during pregnancy and other forms of alcohol abuse.For more information, contact: Cassandra Holland, NAB
Phone: (202)429-5447.
Activist Public Affairs: How to Organize a Campaign
Author: Jerry Wishnow, a guide published by the National Broadcasting Association for Community Affairs
A national expert in developing public affairs projects for broadcasters has compiled a ten-page guide to developing a community affairs project for local broadcasters. It includes initial planning steps, a station project organization chart, and steps for packaging and implementing projects. This pamphlet is a must for any TV station that is actively involved in community affairs.Contact Jerry Wishnow, The Wishnow Group, 59 Washington St., Marblehead, MA
Phone: (6l7)631-2444.
Public Inspection File Guidelines
Author: Charles Naftalin, Attorney, Koteen & Naftalin, Washington, DC
Written by an attorney specializing in broadcast legal issues, this booklet provides guidelines for compliance with the FCC Public File Regulations, and covers what must be in the public inspection file, procedures for accessing the file, and other necessary details for broadcasters applying for license renewal.Contact: National Broadcasting Association for Community Affairs for copies
Phone: (321)635-8709
Email: nabaca@yourlink.net
The 100 Best Community Service/Public Affairs Projects & Ideas
Author: Charles Warner, University of Missouri School of Journalism
Based on 358 responses to a survey sent to all U.S. commercial TV stations, the author compiled a list of the 100 best projects initiated by local TV stations. The article also provides useful information regarding the person who makes decisions about PSAs at stations, why stations launch local campaigns, and the relationship between PSA and revenue-producing projects.Contact: National Broadcast Association for Community Affairs
Phone: (321)635-8709
Email: nabaca@yourlink.net
A World of Difference
This broadcast community affairs program was developed by the Anti-Defamation League and the Wishnow Group of Boston. It provides a media community affairs package and the tools to help children as well as adults understand and respect cultural differences.
