understanding impact, an introduction to dissection d
DESCRIPTION
Mark Fuerst of the Public Media Futures Forum outlines strategies for measuring impact and goals for Dissection D.TRANSCRIPT
![Page 1: Understanding Impact, an introduction to Dissection D](https://reader036.vdocument.in/reader036/viewer/2022081420/55864b46d8b42a41018b46b8/html5/thumbnails/1.jpg)
![Page 2: Understanding Impact, an introduction to Dissection D](https://reader036.vdocument.in/reader036/viewer/2022081420/55864b46d8b42a41018b46b8/html5/thumbnails/2.jpg)
Funding for this seminar
![Page 3: Understanding Impact, an introduction to Dissection D](https://reader036.vdocument.in/reader036/viewer/2022081420/55864b46d8b42a41018b46b8/html5/thumbnails/3.jpg)
Agenda for Today• Morning: – Lindsay Green-Barber, CIR – Amy Shaw, KETC-TV/Nine Network, St. Louis
• Lunch
![Page 4: Understanding Impact, an introduction to Dissection D](https://reader036.vdocument.in/reader036/viewer/2022081420/55864b46d8b42a41018b46b8/html5/thumbnails/4.jpg)
Agenda for Today• Afternoon:– Juan Sepulveda, PBS– Harmony Institute
• Additional Cases and Comments– Kathy Merritt, Public Radio International– Steven Mulder, NPR Digital Analytics– David LeRoy and Craig Reed, TRAC Media– Ken Ikeda and Erik Langner, Public Media Company
• An extended discussion, beginning with Tom Thomas, SRG
![Page 5: Understanding Impact, an introduction to Dissection D](https://reader036.vdocument.in/reader036/viewer/2022081420/55864b46d8b42a41018b46b8/html5/thumbnails/5.jpg)
Agenda for Tomorrow
• Morning:– Jan Schaffer, J-Lab/American University– Todd Cunningham, Media Impact Center
USC/Annenberg– Noland Walker, AIR/Localore– Caty Borum Chatto, Participant Media/AU
• Lunch• Wrap-up Session
![Page 6: Understanding Impact, an introduction to Dissection D](https://reader036.vdocument.in/reader036/viewer/2022081420/55864b46d8b42a41018b46b8/html5/thumbnails/6.jpg)
What? Who? How? To Track ImpactFilm “The Public” Journalism Reach AwarenessTV The press Public Media Engagement Human connectionWeb/social A region Documentary Reception InspirationMobile A Constituency Education Income SustainabilityVisualization Stakeholders Entertainment Inclusion DiversityGame Influentials Advocacy Co-production EmpowermentNewspaper Partisans Network building Capacity BuildingMagazine Innovation AdoptionInstallation Discourse shift Behavior ChangeTransmedia Mobilization Remedy
Policy ShiftX (the black swan)
What’s your “So What?”
If we ___________________ then ______________ will happen.
From Jessica Clark, Media Impact Funders
![Page 7: Understanding Impact, an introduction to Dissection D](https://reader036.vdocument.in/reader036/viewer/2022081420/55864b46d8b42a41018b46b8/html5/thumbnails/7.jpg)
The So What? For Public Media
Impact is directly related to Core Service Mission
Financial Sustainability
![Page 8: Understanding Impact, an introduction to Dissection D](https://reader036.vdocument.in/reader036/viewer/2022081420/55864b46d8b42a41018b46b8/html5/thumbnails/8.jpg)
Legacy Impact Metrics
Audience MeasurementTotal Revenues, all sourcesAudience-sensitive revenue
![Page 9: Understanding Impact, an introduction to Dissection D](https://reader036.vdocument.in/reader036/viewer/2022081420/55864b46d8b42a41018b46b8/html5/thumbnails/9.jpg)
19971998199920002001200220032004200520062007200820092010201120120
500,000,000
1,000,000,000
1,500,000,000
2,000,000,000
2,500,000,000
Total Station Revenue(adjusted to 2012 dollars)
Total Rev PTV Stations Total Rev Radio Stations
Radio: +220 million (+29%)
Most comparisons: 2001 - 2012
TV: -$531 million (-24%)
![Page 10: Understanding Impact, an introduction to Dissection D](https://reader036.vdocument.in/reader036/viewer/2022081420/55864b46d8b42a41018b46b8/html5/thumbnails/10.jpg)
0
100,000,000
200,000,000
300,000,000
400,000,000
500,000,000
600,000,000
700,000,000
Major Revenue Sources - All TV Licensees(Adjusted to 2012 dollars)
Individual Giving State/Local Tax or Univ CPB + Fed Grants BusinessFoundations
![Page 11: Understanding Impact, an introduction to Dissection D](https://reader036.vdocument.in/reader036/viewer/2022081420/55864b46d8b42a41018b46b8/html5/thumbnails/11.jpg)
0
100,000,000
200,000,000
300,000,000
400,000,000
500,000,000
600,000,000
700,000,000
Major Revenue Sources - All Radio Licensees(Adjusted to 2012 dollars)
Individual Giving State/Local Tax or Univ CPB + Fed GrantsBusiness Foundations
![Page 12: Understanding Impact, an introduction to Dissection D](https://reader036.vdocument.in/reader036/viewer/2022081420/55864b46d8b42a41018b46b8/html5/thumbnails/12.jpg)
0
100,000,000
200,000,000
300,000,000
400,000,000
500,000,000
600,000,000
Member Revenue – TV/Radio(adjusted to 2012 dollars)
TV Member Revenue Radio Member Rev
TV: -$152 million (-32%)
![Page 13: Understanding Impact, an introduction to Dissection D](https://reader036.vdocument.in/reader036/viewer/2022081420/55864b46d8b42a41018b46b8/html5/thumbnails/13.jpg)
0.0
1,000,000.0
2,000,000.0
3,000,000.0
4,000,000.0
5,000,000.0
Member File (all stations TV/Radio)
# of TV Members # of Radio Members
TV: -1.31 million (-31%)
![Page 14: Understanding Impact, an introduction to Dissection D](https://reader036.vdocument.in/reader036/viewer/2022081420/55864b46d8b42a41018b46b8/html5/thumbnails/14.jpg)
0
100,000,000
200,000,000
300,000,000
400,000,000
500,000,000
600,000,000
700,000,000
Philanthropic Revenue* - TV/Radio(Adjusted to 2012 dollars)
*Major Gifts + Foundation Support + En-dowment Inc.
Philanthropic Rev - TV Philanthropic Rev - Radio
![Page 15: Understanding Impact, an introduction to Dissection D](https://reader036.vdocument.in/reader036/viewer/2022081420/55864b46d8b42a41018b46b8/html5/thumbnails/15.jpg)
0
100,000,000
200,000,000
300,000,000
400,000,000
500,000,000
600,000,000
700,000,000
State/Local Tax and Univ TV/Radio(Adjusted to 2012 dollars)
State/Local Tax or Univ - Radio Station/Local Tax or Univ - TV
TV: -$206 million (-39%)
![Page 16: Understanding Impact, an introduction to Dissection D](https://reader036.vdocument.in/reader036/viewer/2022081420/55864b46d8b42a41018b46b8/html5/thumbnails/16.jpg)
What are we Looking to Accomplish?
• Clarify the streams of impact measurement
![Page 17: Understanding Impact, an introduction to Dissection D](https://reader036.vdocument.in/reader036/viewer/2022081420/55864b46d8b42a41018b46b8/html5/thumbnails/17.jpg)
![Page 18: Understanding Impact, an introduction to Dissection D](https://reader036.vdocument.in/reader036/viewer/2022081420/55864b46d8b42a41018b46b8/html5/thumbnails/18.jpg)
What are we Looking to Accomplish?
• Clarify the streams of impact measurement• Learn from recognized leaders, case studies
![Page 19: Understanding Impact, an introduction to Dissection D](https://reader036.vdocument.in/reader036/viewer/2022081420/55864b46d8b42a41018b46b8/html5/thumbnails/19.jpg)
![Page 20: Understanding Impact, an introduction to Dissection D](https://reader036.vdocument.in/reader036/viewer/2022081420/55864b46d8b42a41018b46b8/html5/thumbnails/20.jpg)
![Page 21: Understanding Impact, an introduction to Dissection D](https://reader036.vdocument.in/reader036/viewer/2022081420/55864b46d8b42a41018b46b8/html5/thumbnails/21.jpg)
What are we Looking to Accomplish?
• Clarify the streams of impact measurement• Learn from recognized leaders, case studies• Move the conversation forward– Create/reinforce a network of public media
professionals focused on impact measurement– Negotiate an informal agreement: work together
for one year and meet again in six months– Identify work to be done, schedule follow-up
activities
![Page 22: Understanding Impact, an introduction to Dissection D](https://reader036.vdocument.in/reader036/viewer/2022081420/55864b46d8b42a41018b46b8/html5/thumbnails/22.jpg)
Things to be done
• Identify key data points and sources• Identify low-cost/low-wear methods of data
collection and analysis• Identify promising tools for testing and
development• Communicate advances with two fields:
public broadcasting and non-profit journalism.
![Page 23: Understanding Impact, an introduction to Dissection D](https://reader036.vdocument.in/reader036/viewer/2022081420/55864b46d8b42a41018b46b8/html5/thumbnails/23.jpg)
Follow up work• Convene a working group to summarize the
results of this session• Report to “the field” through Current and
network lists• Report to select conferences: PMBA in May;
PMDMC in July• Coordinate with Media Impact Funders• Schedule a fall follow-up meeting.