Media Insight: Marketplace Radio

avatar

By 

USC Radio; University of Southern California

Los Angeles, Calif. 90089-0001; ph: 213/743-6555

Editor's Note: Marketplace airs daily on public radio stations - about 290 nationwide - and approximately 3 million listeners tune in weekly. (Marketplace, however, isn't affiliated with National Public Radio as often perceived.) In the past year, execs have stepped up Marketplace's program portfolio, including adding "The Savvy Traveler," with host Rudy Maxa, which airs on the weekend. But despite those upgrades, it's still a struggle trying to get past the gatekeepers who are versed at the rebuff.

Sections Editors Days to contact/ Days to avoid Methods Comments
Marketplace With Host David Brancaccio
This is a 30-minute program that provides analysis and includes more feature-oriented pieces than some of the other radio programs produced by Marketplace out of the University of Southern California. At Marketplace, pitches are handled by the news editor and then farmed out to individual producers who oversee program segments once an idea is no longer a concept, but a reality. 		Senior News Editor, Eve Epstein, Fax: 213/747-0684 Radio - we've learned through our Media Insight sojourns - mirrors the fast pace of news operations on the wire side and figuring what days are less hectic than others is futile. But brevity and expediency are sure to help you make inroads. Fax first. But don't send one between noon and 3 p.m. Pacific time when producers and hosts are waiting for last-minute materials/updates and don't want the fax line tied up. Senior News Editor Eve Epstein, who was the only news executive we were able to get hold of (and it took a letter and five phone calls to get to that stage!) cautions that "phone calls should be avoided." Marketplace shows (according to Epstein) span this coverage range:

  • Trends that are pegged to major news events. "We don't cover new product stories in a vacuum," says Epstein. "We look at the big picture"
  • Scientifically based market research that's tightly focused and linked to a specific niche. What's particularly enticing are unexpected findings;
  • Fresh global or national technology/business stories; and
  • Broader-based studies that reveal investment trends - for instance, an increase in the number of women and minority investors
    • Newscasts
    Marketplace puts together two programs whose building blocks for coverage are breaking news: Cheryl Glaser hosts a newscast program (stations have the option of running four-minute local pieces to tweak the format), and Randy Riddle hosts a business newscast show with a heavy focus on the stock market.     		Senior News Editor, Eve Epstein, Fax: 213/747-0684 Every day has the potential to be a rollercoaster ride. Again, there is absolutely no way of zeroing in on when these journalists aren't reeling in the sound bites. Faxes are best. Marketplace execs rely on an internal [program planning] calendar, "The Look Ahead," that editorial routers put together at weeks end. But if you have a pitch idea (with background, stats, resources, experts) lined up, you can send your suggestion several weeks in advance. If we're talking media relations, Marketplace's motto could be "gatekeepers galore." Although Marketplace doesn't have a lot of staffers (about a dozen), most everyone wears the hat of gatekeeper" or "filter." We're not overreacting when we tell you that this outlet was one of the toughest to court and convince that we were an important constituent audience. Expect some barriers.

    Need More Insight?

    The following Media Insight charts have appeared in PR NEWS in the past 10 weeks. If you would like to order a copy, call 888/707-5814.

    • The Charlotte Observer (2/9/98)
    • New York Magazine 2/2/98)
    • CNET.com (1/26/98)
    • Air Force Times (1/19/98)
    • Canadian Broadcast Corp. (1/12/98)
    • CableFAX Daily and
    • Multimedia Week (1/5/98)
    • New York Daily News (12/22/97)
    • Associated Press, (12/15/97)
    • Women's Connection (12/8/97)
    • BBC (12/1/97)
    Editorial/Production Contacts At Marketplace
    Radio Main Number - 213/514-1500

    Producer Debra Clark - 213/514-1500

    Associate Producer and Commentary Editor Mitchell Hartman - 213/514-1500

    Assistant Producer, "Morning Report" and "Business Newscast" Jeff Tyler - 213/514-1500 Business Editor,"Marketplace," Sarah Gardner - 213/514-1500

    		Executive Producer, Marketplace Productions and "The Savvy Traveller" J.J. Yore - 213/514-1500

    Senior News Editor Eve Epstein - 213/514-1500

    Assistant Producer, "Morning Report" and "Business Newscast" Rachell Myrow - 213/514-1500

    Associate Producer, "Marketplace" Rob Wood - 213/514-1500

    Related

    No related posts.

    Recent