Not Business as Usual, and We Are Not Alone
May 12, 2023 by Joyce MacDonald
After a recent lively one-on-one conversation with Greater Public CEO Joyce MacDonald, Vice President and General Manager of Jacobs Media, Paul Jacobs, answered some additional questions from station colleagues across the system about corporate support efforts in the wake of challenges from the past year.
Jacobs: I’m the last person you should ask about legalities so I’ll leave that up to other smart people. Let’s face it, Amex does a ton of business with Target and Wal-Mart, and they just sponsored “Small Business Saturday.” Shopping local not only appeals to local businesses, it is in sync with your local audience. As media becomes more nationalized, there’s benefit to reminding the audience you are local and care about the community where you both live.
“Shop Local” can also take many forms. It doesn’t necessarily have to be on the air. It can be an online initiative. For example, Louisville Public Media calls their effort the “Sponsor Market.”
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Jacobs: It’s early, so the model isn’t fully formed. In our conversations with some of our clients, here are the various ideas to generate revenue:
See the other topics in this series: Growing and Diversifying Audience, Sponsorship Pricing and Packaging, and Telling A Client “No.”
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