NCSA: The Lifeblood of the MBA
Chances are that your stations participate in the current or past MBA Non-Commercial Sustaining Announcement (NCSA) campaigns: Explore Minnesota Tourism, Minnesota Secretary of State’s voter engagement, Minnesota Trucking Association and the Army National Guard, among others. But did you know WHY NCSA programs are so critical to the MBA and all state broadcasters’ associations (SBAs)?
For many years, the SBAs relied exclusively on member dues for funding. However, the limited income from dues prevented the SBAs from providing many beneficial programs and services. Many SBAs did not have a full-time staff. In the mid-1960s, the FCC allowed stations to carry ads that were a hybrid of commercial announcements and public service announcements (PSAs) to help support their state broadcasters’ associations. This category of ad was designated as an NCSA.
The Army National Guard provided significant NCSA revenue to the MBA and all state broadcasters’ associations for many years. In 2014, the Guard was rocked by recruiting scandals and controversial advertising and marketing expenditures. These issues caused significant collateral damage, including the unexpected loss of the national NCSA program which generated more than $11 million annually for the state associations. The MBA’s annual share of the revenue was $250,000. We are now well into year three with no NCSA revenue from the Guard. While there is talk that the Guard NCSA program may return in the second half of 2017, I am very skeptical since we’ve heard similar speculation previously.
Making up such a significant revenue loss is not an easy endeavor. We are in the process of reinventing the NCSA program to make it more appealing to potential clients. This entails creating a higher level of accountability, more precise demographic and geographic targeting and the integration of digital platforms. Marketing this program to prospective sponsors is very time-intensive. But our efforts are paying off. Watch for new NCSA campaigns from the Minnesota Lyme Association and the Minnesota Department of Human Services coming in May. Please support these and our other NCSA clients to ensure that the MBA remains a strong advocate for broadcasters in Washington and at the State Capitol.
Your participation in the NCSA programs enables the MBA to provide a range of services that otherwise could not be offered. With the exception of the Explore Minnesota Tourism campaign, all other NCSA campaigns are discretionary. If your stations are airing all of the MBA’s NCSA campaigns, we thank you. If your stations are not participating in some of the NCSA programs, we strongly encourage you to do so. NCSA revenue is the lifeblood of the MBA and ALL state broadcasters’ associations. Your participation ensures that the MBA will continue to provide the services that you expect and remain a powerful advocate for the broadcasting industry in this challenging political and regulatory environment.
Jim du Bois, MBA President/CEO
MBA Members Receive Discount On Conclave Registration
The Conclave is set for July 26th-28th at the Doubletree by Hilton-Park Place in St. Louis Park. MBA members receive a $50 discount on each registration. Register here and enter the code STA42 when prompted.
NAB Show: The Download On Why Podcasts Are Long On Potential
Most radio stations that have taken the podcast plunge are satisfied with their ventures into the on-demand realm so far. But less than half (45%) say their podcasts have turned a profit and most of the revenue attributed to the channel by radio broadcasters is coming from endorsement ads from show hosts.
Radio Television Digital News Association Announces Winners of 2017 Regional Edward R. Murrow Awards
The Radio Television Digital News Association (RTDNA) has announced the winners of the 2017 regional Edward R. Murrow Awards. Recognizing the best electronic journalism produced by radio, TV and digital news organizations worldwide, the RTDNA awarded 751 regional awards in 16 categories this year from among 4,300 entries.
Congratulations to the following Minnesota-based winners:
Small Market Radio
Blizzard and Madelia Fire February 3, 2016
KTOE Morning News 7:05a.m. February 3, 2016
Police Shooting of Philando Castile
The Fatal Police Shooting of Philando Castile
Minnesota Public Radio
St. Paul, MN
WCCO Radio 6PM News
Minnesota Public Radio
St. Paul, MN
Large Market Television
Philando Castile Shooting
Excellence in Sound
Excellence in Video
Lost on the Lake
Excellence in Writing
Hooked on Heroin
Secrets In The Family: Archbishop John Nienstedt
Invisible Wounds: Treatment & Reform
KARE 11 News at 5pm
Breaking the Rules
Twitter Plans To Broadcast Live Video 24 Hours A Day
The company plans to air live video 24 hours a day, 7 days a week inside its apps and desktop site, building on the 800+ hours it aired in the first three months of 2017, Twitter COO and CFO Anthony Noto told BuzzFeed News. Call it Twitter TV or The Twitter Network, the always-on realization of Twitter’s current live video offering of sports, news and entertainment programming is on its way.
Radio adapts to changing times, even in the digital age
Indeed, radio is not dead. According to Nielsen, the media ratings agency, more than 90 percent of Americans listen to AM/FM radio each week. That means a greater percentage of people listen to the radio than watch television or use a computer or smartphone. The major issue with radio hasn’t been its reach but how to measure its effectiveness, says Tracy Call, founder and chief executive of Media Bridge Advertising.
Sponsored Content: Minnesota News, Sports And Weather From The Go News Network
Looking for quick updates with the latest Minnesota news, sports and weather? Contact Joe Nelson by email, Joe@GoMN.com, for more info. Listen to the streaming Go News Network channel right here.
ESPN Cuts 100 Positions With Eye Toward Digital Focus
ESPN has been hard hit in recent years by a rapid evolution of how consumers access sports content, and despite what network president John Skipper says has been invested in digital-only, the network “needs to go further” to be “efficient and nimble.”
Members of Minnesota Congressional Delegation Support Broadcasters
As Congress prepares to tackle tax reform, efforts are underway to protect the deductibility of advertising as a business expense. A letter was recently sent to House leadership by Representatives Kevin Yoder (Kansas) and Eliot Engel (New York) in support of maintaining advertising deductibility. Among the House members who co-signed the letter are Minnesota Representatives Rick Nolan and Collin Peterson.
Also, Minnesota 2nd District Representative Jason Lewis has signed on to the Local Radio Freedom Act (H. Con. Res. 13) which opposes a performance rights fee (Performance Tax) on radio stations. He joins Representatives Keith Ellison (MN-2), Tom Emmer, (MN-6), Erik Paulsen (MN-3) and Tim Walz (MN-1).
Please thank them for supporting local radio broadcasters. Tweet a message using #wearebroadcasters to:
- (Rep. Collin Peterson is not on Twitter)
The MBA can help you with your community issues programming. Access Minnesota is a high-quality, weekly 30-minute public affairs radio show that focuses on issues of importance to Minnesotans. This program is available as a free service to MBA member stations. The show currently airs on 43 stations throughout Minnesota. Visit www.accessminnesotaonline.com for more information. (Please note that the Access Minnesota website is currently being redesigned.) A monthly 30-minute TV version of Access Minnesota is also available. You can view previous episodes here.
Please contact Linda Lasere (email@example.com) if you wish to air Access Minnesota.