Advertising

 

Advertising and media trades are critical to public broadcasters’ outreach efforts. They enable stations to reach beyond their loyal members, active listeners and engaged viewers. My Source can supplement creative development for advertising concepts with a succinct message about the benefits of public broadcasting – and your station.

 

Here are some ways in which some public broadcasting stations are using My Source in their advertising.

 

 

WAMU (Washington, D.C.)

WAMU put My Source on the road with advertising on the back end of buses in the Washington, D.C. metro area. The ads will run through June 2008.

 

 

NHPTV (Durham, NH)

New Hampshire Public Television (NHPTV) incorporated My Source into recent advertising with the tagline “My Source for Deciding Which Way to Go in 2008.” The ad appeared in the Manchester-Boston Regional Airport. Check out the style guide and print templates to help you create My Source advertisements.

 

 

MPR (St. Paul, MN)

Classical MPR used My Source in online banner ads with a classic concept: “MPR is my source for Bach, Mozart and Mendelssohn.” The geo-targeted ads will appear on NYT.com, AARP.org and StarTribune.com for a 10-week period throughout Spring 2008. MPR will collect metrics on click-through rates to mpr.org and visitors’ behavior to determine which approach attracts audiences to the site’s direct music stream.

 

WFPK – WFPL – WUOL (Louisville, KY)

Listeners in Louisville, KY got a chance to see testimonials from their fellow listeners published in the Louisville Eccentric Observer, Louisville’s alternative weekly. They used the My Source print templates to produce these ads. The radio button in the ads point to the station for the listener quote because they chose to co-brand with their 3 stations. Click here to see their print ads.

 

ITVS (National)

The Independent Television Service (ITVS) produced four My Source spots:

 

Independent Lens 

Angela Bassett

Courtney B. Vance

Patrick Creadon (Director of Wordplay)

 

These spots are available to local public television for their own airwaves. ITVS will be using the spots at a series of community events, including their Community Cinema series which reaches into 50 plus markets.  

 

ITVS is also thinking beyond the broadcast by creating communications plans to surround each spot. For Patrick Creadon’s testimonial spot, ITVS has created a My Source crossword puzzle stations can use in their local publications and membership guides.

 

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WETA (Greater Washington, DC) - WETA created print ads from their listeners' testimonials. The print ads will be displayed in 21 bus shelters throughout D.C. and Maryland during June and July 2008.

 

 

 

 

 

 

 

 

 

 

WMFE (Orlando, FL) – WMFE’s members-only magazine features localized My Source print ads

 

VPT (Burlington, VT) – VPT collected testimonials to use with local media.

 

APT (Birmingham, AL) – APT utilized My Source in print materials such as its Member's Guide.

 

Charlie Rose Show – My Source ads placed in The Washington Post and Newsweek promoted Charlie Rose’s interviews with 2008 presidential candidates Senator John McCain and former Senators
John Edwards and Fred Thompson.