Our Full Service includes all the reports and analysis tools described on the Basic AudiGraphics page, as well as our suite of Strategic AudiGraphics tools. Strategic AudiGraphics links your fundraising and your listening, showing you graphically how to use your data to strategically plan your station’s future.
Public radio is blessed with vast amounts of data. But this blessing can sometimes be a curse. The fact is we have so much programming and fundraising and financial data that we often can’t see the forest for the trees. It seems like every year, we gather more information and see things less clearly.
So like AudiGraphics for programmers, Strategic AudiGraphics strives help management staff to overcome information overload. It seeks to reduce the gigabytes of data we have at our disposal – but not at our command – to present the big picture, and present it clearly.
The three Strategic AudiGraphics tools are:
Financial [sample report]
AudiGraphics’ Strategic Financial Analysis explores the shifting economic foundations of public service. It portrays revenues and expenses as the means of supporting public service, and places managerial decisions in the context of their public service ramifications. As such, the strategic financial analysis differs conceptually with traditional means of financial accounting.
For instance, traditional accounting characterizes programming as an expense with no financial return. Strategic financial analysis acknowledges that programming investments yield direct returns in listening − the very basis of public service.
Traditional accounting asks, "How much do we spend for programming?" without regard to its return. Strategic financial analysis asks, "How much do we spend to serve one listener for an hour?" and "How effectively do our development efforts convert this public service into public support?" The key graphs summarize total operating expenses, revenues, and nets over time. Others display the information as traditional accounting measures it − in dollars. In strategic financial analysis we show you expenditures and returns per hour of public service.
Pledge [sample report]
Strategic Pledge Analysis links the returns of on-air pledge campaigns (dollars and responses) to the investments made to obtain them. These investments − costs that are often overlooked − are the on-air effort (hours that contain pitches) and the audience’s exposure to this effort (listener-hours).
Strategic Pledge AudiGraphics tracks both types of on-air campaigns: “spot” and “preemptive.” Spot campaigns air pitches during normal promotional breaks. By definition, they do not interrupt the programming service. Preemptive campaigns supplant or suffuse regular programming with pitching. By definition, they disrupt the very service they ask listeners to support.
Strategic Pledge AudiGraphics classifies each programming block into one of three types. Green blocks efficiently produce high returns at low costs. Red blocks produce low returns at high costs. Yellow blocks offer mixed returns and costs. Both descriptive and prescriptive, this classification reveals what has happened in the past and suggests strategies for making future campaigns more efficient. It shows how to obtain the highest returns in the fewest hours with pitching. It also shows how to obtain the highest returns with the smallest audience exposure to pitching − a real cost of preemptive campaigns. Such exposure can alienate listeners and cause tune out.
Strategic Pledge AudiGraphics places the public support generated by on-air campaigns into the public service context in which they operate. Paying for the public service is, after all, the reason public broadcasters ask − and the reason listeners give.
In sum, Strategic Pledge AudiGraphics balances the highest yields against the lowest investment in staff resources and the smallest dislocation of public service.
Impact [sample report]
AudiGraphics' Impact tool allows you to ask the question: ”What would happen to listening, and listener-sensitive revenue, should we make the contemplated program change?” After entering the time period when the change will happen, the software creates a report closely examining the dynamics of the listening to that time slot, and the audience who listens then.
To properly assess the impact of any programming change, we must first understand how various types of listeners are currently using the station. To this end, the report identifies four kinds of people, each a key segment. "Listeners" currently listen to the programming to be changed; "Avoiders" don’t. Clearly, each group will react differently to the change. A refinement yields audience segments used in the assessment of impact. It classifies listeners as "Loyalists" (those who are more loyal to the programming to be changed than to other programming on the station) or "Disloyalists."
Understanding how each type of person now uses the station, and who these people are, can help management anticipate and plan for their reactions to the change. Nine different outcomes are provided, with station management (using their experience and local knowledge) easily narrowing the list down to the most likely scenario.
Over the 18 years Impact has been in use it has proven to be one of the most accurate tools in predicting the outcome of program change.
The cost of adding Strategic AudiGraphics is $2,400 annually, per broadcast service.