wfn.org | 'Civility' heard by millions during drive time

[NewsDesk <NewsDesk@UMCOM.UMC.ORG>]

June 9, 1998	Contact: Linda Green*(615)742-5470*Nashville, Tenn.
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By Nancye Willis*

NASHVILLE, Tenn. (UMNS) - Radio listeners across the United States heard
United Methodist Communications' most recent radio public-service
announcements (PSAs) more than 111 million times in the first month
since their release.

FilmComm, a Chicago-area independent media research firm, tracked usage
for UMCom's radio ministries unit, which produced the "Civility" series
of 30- and 60-second PSAs. The 111.3 million audience-impressions figure
results from multiplying the stations' total number of plays by their
Arbitron average number of listeners per time slot, an industry process
used to set advertising rates.

"Civility" racked up at least $1.03 million in equivalent advertising
time, all donated by stations airing the PSAs, according to FilmComm.
The series was released in mid-April.

More than 500 radio stations reported airing an average of 143
broadcasts per station, for a total of 63,498 times. The stations are in
four of the top five markets (12 stations); seven of the top 10 markets
(22 stations); and 13 of the top 20 markets (29 stations).

Top users have country (102 stations), adult contemporary (71), and
religious (64) formats, with respectable showings in news/talk (51) and
nostalgia/oldies (47) formats. 

"While such statistics are impressive, the comments from program
directors are equally gratifying," said "Civility" producer Bill Wolfe.
"They tell us that the subject and this treatment of the subject are, to
quote one source, 'A cut above creative -- fun to listen to and still
gets the message across.' " 

Each PSA combines Golden Rule principles outlined by Jesus with
non-mainstream music, including revival-gospel, rock and opera, and a
healthy sense of humor. Using "character" voices, including Surfer Dude,
Proper Brit and Harried Preppie, the spots treat such everyday
situations as road rage, supermarket courtesy and respect for others'
opinions.

The campaign is aimed at reaching listeners who are in the midst of
"drive time," battling traffic jams or thinking ahead to the workplace
and its often difficult situations. Old-fashioned civility is a
"goodwill solution to anger pollution," the spots say. "Give what you'd
like to receive."

Breaking with a longtime policy of refusing to use PSAs, Betty King,
program director of KBIM-AM/FM in Roswell, N.M., said the station is
using "Civility" in its "season of kindness" promotion. The promotion,
set to culminate in August, will adapt the spots to include a tag for
the station, a concept endorsed by "Civility" producers.

# # #
*Willis is a staff member in the marketing unit at United Methodist
Communications.

NOTE TO EDITORS FOR OPTIONAL INCLUSION: For more information on
"Civility," contact UMCom's Public Media Marketing Office, (800)
476-7766.

United Methodist News Service
(615)742-5470
Releases and photos also available at
http://www.umc.org/umns/