PUBLIC TV, RADIO LINK UP FOR SPONSORS: WEB SITES ARE NEXT STEP TO CREATE ONE-STOP SHOPPING FOR MARKETERS

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Public TV and radio will now offer one-stop shopping for sponsors as part of a plan that moves the buying of public broadcasting one step closer to the convenience of commercial broadcasting.

National Public TV, which will now be called National Public Broadcasting, will announce today it is adding National Public Radio station representation to its stable. NPTV started selling local underwriting packages for PBS TV stations two years ago.

Thirteen NPR stations have signed on: WNYC and WFUV, New York; WBEZ, Chicago; KCRW and KUSC, Los Angeles; KERA, Dallas; KQED, San Francisco; WBUR and WGBH, Boston; WETA, Washington; WHYY, Philadelphia; WAMC, Albany, N.Y.; and WRNI, Providence, R.I.

'WILL HELP TREMENDOUSLY'

"This will help us tremendously," said Vincent Gardino, director of corporate sponsorship for WNYC-AM and WNYC-FM, New York. "The word needs to get out. People don't know we exist."

Agency media buyers said the move will give public broadcasting a better profile with agencies and advertisers for their underwriting needs.

"It'll simplify the way to buy public broadcasting," said Bob Igiel, exec VP-director of U.S. national broadcasting for Media Edge, New York. "This will make it easier to buy."

FILLING OUT VIEWER PORTFOLIO

NPB believes the addition of radio will help fill out its viewer portfolio for advertisers.

"The demos are younger on radio, they are more PC-centric; more Internet-centric," said Bob Williams, president-CEO of NPB. "It's having both hooks in the fish. TV is an older audience and radio is younger."

The Federal Communications Commission places a number of restrictions on marketers that use public broadcasting for promotion messages. For instance, they can't make qualitative statements about being the best or mention pricing.

"Since it's a less cluttered medium, those messages stand out, as opposed to [the] commercial environment where you have to scream and yell," said Don Ershow, senior VP of NPB.

Mr. Williams said the next step for his company will be to integrate sales of

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