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https://clinton.presidentiallibraries.us/files/original/3442304a859a20b0613971dbe41d3354.pdf
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FOIA Number: 2006-0466-F
FOIA
MARKER.
This is not a textual record. This is used as an
administrative marker by the William J. Clinton
Presidential Lib~ary Staff.
Collection/Record Group:
Clinton Presidential Records
Subgroup/Office of Origin:
Speechwriting
Series/Staff Member:
Jonathan Prince
Subseries:
10441
OA/10 Number:
FolderiD:
Folder Title:
5/94 TRP
Stack:
Row:
Section:
Shelf:
Position:
s
91
7
1
3
�THE WHITE HOUSE
WASHINGTON
May 2, 1994
MEMORANDUM FOR DAVID DREYER
SYLVIA MATHEWS
JONATHAN PRINCE
GENE SPERLING
MICHAEL WALDMAN
FROM:
ELGIE HOLSTEIN
DOROTHY ROBYN
SUBJECT:
The case for having the President participate in
the one-hour special edition of "Inc. Magazine
Getting Down To Business"
A.
This show will deliver a large audience: it will reach
millions of households; it will be "set up" by ten 30-second
TRP "vignettes" aired nationwide for 8-10 weeks prior to the
show; and it will be promoted by local network affiliates
and by Inc. Magazine. (see attached media delivery table)
1.
Not counting re-runs and subsequent airings to
additional markets, the show is projected to reach
65-75% of U.S. households. Actual viewers: 3.0
rating -- more than Sunday Good Morning America,
the same as "Face the Nation," a bit less than
"NBC Sunday Today."
2.
It will run only on network affiliates. They are
expected to promote the show, since they will have
paid for the 52-week series by the same name that
begins after this show airs.
3.
The 30-second vignettes will run for 8-10 weeks
prior to the show on the networks. Nearly 90% of
the vignette airings will have tags promoting the
one-hour show.
The vignettes will help create
interest in, and expand familiarity with, the TRP.
They will complement the affiliates' own promotion
of the one-hour show.
4.
The show is expected to be re-run in some markets.
5.
Inc. Magazine, (2.8 million readers,) will be
promoting the show, e.g., running full-page ads
about the show and promoting it at conferences and
seminars.
�-2-
6.
B.
The fact that so many stations have committed to
purchasing the series is an indication that they
believe there is an audience for it.
The show will be a one-hour, highly positive presentation of
an Administration initiative -- the TRP -- that creates jobs
and that can help small businesses.
1.
The President's remarks will provide a positive
thematic context for the show's presentation of
the TRP. He will discuss:
o
the importance of small business generally to
job creation, economic growth, and
technological innovation.
o
the role of government in, and his commitment
to, technology development and deployment;
o
the importance to technology of "partnering"
among: big and small businesses, government
and industry, universities, etc.
o
the importance of the TRP in job creation,
worker training, economic competitiveness,
dual-use technology, etc.
2.
This is not a sound-bite opportunity. The
President will be able to articulate his views at
length: 10 minutes or more, for use at the
beginning and end of the show.
3.
There will be no negative aspects for the
President: no nasty questions about small business
impacts of healthcare reform or taxes.
C.
The President will benefit from the "validation" of his prosmall business policies, which the show will provide through
its title, ("Inc. Magazine's Getting Down To Business'') and
through the creative presentation of TRP/small business
success stories.
D.
The show will tell viewers, (e.g., by displaying a TRP BOOnumber,) how to get more information.
(We plan to work with
ARPA, SBA, Commerce, etc. so that packets sent out to
inquirers about the TRP will include information about
other sources of help for small businesses.)
E.
The President has identified himself with the TRP.
He
announced the first and fourth rounds of TRP awards at White
�-3-
House events. And he did satellite broadcasts to key
markets following rounds one and two.
F.
This opportunity could not easily be created elsewhere.
There is simply no other show dedicated to small business
issues that reaches anywhere near this size audience.
G.
"Window" for interviewing the President: anytime May, June,
or July.
�.
·~
D
alpert producrions .nc
"Inc. Magazine Gettinq Down to Business"
MEDIA DELIVERY OP
ONE-HOOR SPECIAL AND VIGNETTES
SAS!:
(000)
HK RAT
f SPOTS
(AVG)
IMP i-]35s I o,vS
(000)
MEDIA
Vignette Schedule
Sports Rotation
942
2.7
lO
25,811
This Morning's Bus.
942
l.O
lO
9,797
595
490
.9
.3
26
26
14,542
3,822
942
3.0
*
16,956
Cable
Discovery
Money Wheal
Television Shov
Syndicated SQ&Cial
-
2 8 rnm
. ho v..seho /J .s
* Assumption: With entire hour devoted to TRP, impressions are
equivalent to a minimum of six commercial messages, as follows:
942 X 3.0 X 6 • 16,956
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uc
t io
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/lclcll·6~Q!
i n :::
_r;;{:r~·~ u
"l:nc. Magaz.i
A SPBCl:AL
THE J
A. A UNIQUE PROPERTY
The growing ranks of small business owners have been acknowledged
to be critical to the economy. They have also been recognized as
cynical about government and tough for the administration to win
over. There are virtually no other programs or forums directed to
the small business audience. It is one of the reasons we have
been able to attract sponsors who want to reach the• - like AT&T
and the US POSTAL SERVICE.
our association with Inc. Magazine, the foremost print vehicle for
entrepreneurs, strengthens the position of the show in this market
- and provides a rich source of predisposed viewers with the most
des.irable demographics.
Only one other television show purports to address small business.
That show, "Managing wi-th Lou Dobbs" on CNN, in fact has a broader
charter and relies heavily on old news footage for content. As to
audience size, their ratings are between .8 and .9 against a base
of 632,000 vs. our projected ratings-of 3.0 against a base of
942,000.
(Ratings discussed in detail in next section.)
Further, the motivational aspects and human qualities ot our atory
format, are attractive to an audience beyond entrepreneurs. This
has been a factor in the positive response we've gotten from
television stations to both the one-hour special and the series,
which will go into syndication in the fall.
!1. PROMO'l'l:ON
The show will b& heavily promoted in a variety of ways that will
help build audience.
Inc. Maqazin• PROMOTION
- Monthly promotion, from point of approval, via full page ads
to readership of 2,800,000
- Promotion at numerous Inc. events, conferences and seminars
- Circulationis.concentrated_,in,major.markets
�IIJ
•
alpert productions inc
PUBL~C
RELATIONS EFFORT
- Publicity and promotion by the tirm of Howard Rubinstein, to
~a coordinated with Inc.
TELEVISION STATIONS
- At their discretion, stations airing the show will promote
TRP VIGNETTES
- Approximately 60 of the 70 airinqs of the vignettes will
carry "taqs" promoting the show. These cable and syndication
spots will achieve approximately 28,161,000 impressions prior
to the air date ot the special.
API
- alpert productions ina will arrange for prom.otion in the top
markets carrying the show
C. A'O'Dl'ZHCZ SZZB
RATINGS
- Projected Ratinq: 3.0 household
- Assumption: 65\-75\ clearance, with heavy concentration in
major markets translates to a 3.0 national ratinq
RATINGS COMPARISONS
- Sunday AM Proqramminq
From 1.4 - _5.4 household rating
Avg: 3.5 household rating·
- Sunday AM Shows
Face The Nation
Good Morning America (GMA)
Meet The Press
sunday Morning
Sunday TODAY
Thi• Week with David Brinkley
(NBC)
(ABC)
(NBC)
(CBS)
(NBC)
(ABC)
3.0
1.4
3.4
5. 4
3.2
4.3
AUDIENCE COMPOSITION
- All except GMA have larger audiences aqed 55 and over than
25-49
- Our audience - and the :tnc. Maqa1ine audience - is heavily
25-49
- Our audience - and the :tnc. audience is concentrated in major
markets
�•••
D. AUXILIARY AUDIENCE
REPEAT AIRINGS
- T~a ahow can be repeated durinq the
1
94- 1 95 season
VIDEO TAPES
- Videos of the show can be made available
TELEVISION STATION USE
- Many stations have expressed interest in obtaining sound
bites for use in news broadcasts. We will satisfy requests.
Inc. EVENTS
- These events offer us the opportunity for additional plays of
the interview.
�••
alpert productions .nc
"Inc. Magazine Getting Down to Business"
MEDIA DELIVERY OP
ONE-HOUR SPBCXAL AND VXGNET~ES
BAS!:
(000)
f SPOTS
HK RA'l'
IKP~5S/o#S
(000)
CAVG)
MEDIA
Viqnatta Schedule
Sports Rotation
942
2.7
10
25,811
This Morning's Bus.
942
l.O
10
9,797
595
490
.9
.J
26
26
14,542
3,822
3.0
*
16,956
Cable
Discovery
Money Wheal
Television Shov
S:l£ndicated
s~ecial
942
X
-
2
8 mm
. hov..se).o/ J.s
• Assumption: With entire hour devoted to TRP, impressions are
equivalent to a minimum of six commercial messages, as follows:
942 X 3.0 X 6 • 16,956
�,.' . ~
'
'1
.
't
••
alpert produCtions inc
"Ino. Magazine Gettinq Down to Business"
A ONE-HOUR TELEVISION SPECIAL AND
COMPANION VIGNETTES PRESENTXNG TRP
PROGRAM
1. A special edition of 11 Xnc. Magazine Getting Down to
Business" television show to kick off the season.
The following week we would return to regular format. The
subject of TRP likely will be revisited in later episodes.
2. A continuing series of informational vignettes about TRP
which will run in media other than the television show.
TARGET AODIJ!iNCE
OWners of small and medium size businesses and the broader
audience of those with an interest in small business and the
country's economic development.
OBJECTIVES
1. Increase awareness of TRP - its mission, benefits and future
potential
2. Offer inf0rmation on how the program works
3. Encourage inquiry and interest
�alpert productions inc
":Inc. Magazine Getting Down to Business"
SPECIAL ED:ITION WITH THE PRESIDENT
\
STATEMENT OF PQRPQSE
naettinq Down To Du•in•••" was born out of the need of millions of
Americans running small businesses - and the growing ranks of
prospective entrepreneurs - for a show that understands their
unique concerns. We've gained their trust by addressing what
matters to them, including subjects like TRP, with intelligence
and inteqrity.
The limited participation of small businesses in TRP was
surprising, given the significant opportunities for smaller
companies to share in its rewards. At issue is on one hand a lack
of awareness and on the other a perception of obstacles to
success. But the potential value for small business is enormous.
So we committed to do a show on TRP.
The special edition of nGetting Down to Business" gives the
President a singular opportunity to share his vision of this
important initiative in a unique environment that demonstrates it
in action.
OB,ZECTIYES
1. Explain how the administration, through TRP, helps form
partnerships that inc1ude sma11 business in order to meet
Department of Defense needs to integrate defense and commerce
2. Make the small business audience aware of the potential TRP
holds for them
3. Give the audience the opportunity to learn how the President
plans to address the pitfalls and deliver on the potential
�----------------------------------------
•
•
alpert productions inc
lOBMA'l'
The spow will be a sponsored one-hour special with approximately
48 minutes of program content; the remainder is allocated to
advertising and station identification.
We plan to open with a "grabber", using the sizzle of TRP itself,
to catch and hold the audience. This tease of what's to come will
establish that this will not be talking heads. It will provide
the context within which we will introduce President Clinton.
The centerpiece of
President, lasting
a major portion of
present his vision
the show will be an interview with the
approximately 15-20 minutes. We will lead with
that conversation, allowing the President to
of TRP and its promise.
The other major component will show how that promise is being
realized. There will be two stories about teams that were awarded
TRP grants, focusing on the small businesses that were involved
and the partnering that is essential to the process. These will
be intercut with sound bites from representatives of participating
agencies, e.g. ARPA, DOD and Commerce.
We will end as we began - with the President.
We will ask him to
share his longer view of TRP and its impact on the future.
THEME
TRP helps achieve the integration of the defense and commercial
sectors for the lasting strength of both in the post cold war era.
Small business should be a bigger partner in - and beneficiary of
this etfort. Intormation is critical to drawing them in.
tRP· :for ·-small business as
demonstrated by
- The role of TRP in bringing about integrated defense and
commerce sectors
- The role of TRP in worker training and re-traininq
- The role of TRP in reinvigorating our manufacturing
capability
- The role of TRP in developing new tools and products
- The impact of dual use technology on the economy
- The effect of these initiatives on our competitiveness in a
9lobal economy
-·o\i'F--:-tb'cus"·f's''~tlie -~:imponarice-'''Of-
�••
alpert productions .nc
uinc. Magazine Gettinq Down to Business 11
MEDIA DEL~VERY 07
ONE-HOUR SPECIAL AND VIGNET~ES
BAS!:
HH RAT
(000)
(AVG)
sports Rotation
942
2.7
10
25,811
This Morning's Bus.
942
1.0
10
9,797
595
490
.9
.3
26
26
14,542
3,822
*
16,956
f SPOTS
IKP~5s;o#S
(000)
MEDIA
Vignette Sche4ule
Cable
Discovery
Money Wheal
Television Show
Syndicated S12ecial
942
X
3.0
-
2 8 mm
. ho 1..1..seho /J .s
* Assumption: With entire hour devoted to TRP, impressions are
equivalent to a minimum of six commercial messages, as follows:
942 X 3.0 X 6 • 16,956
�
Dublin Core
The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/.
Title
A name given to the resource
Jonathan Prince
Creator
An entity primarily responsible for making the resource
Office of Speechwriting
Jonathan Prince
Date
A point or period of time associated with an event in the lifecycle of the resource
1993-1998
Is Part Of
A related resource in which the described resource is physically or logically included.
<a href="http://clinton.presidentiallibraries.us/items/show/36296" target="_blank">Collection Finding Aid</a>
<a href="https://catalog.archives.gov/id/7763293" target="_blank">National Archives Catalog Description</a>
Identifier
An unambiguous reference to the resource within a given context
2006-0466-F
Description
An account of the resource
Jonathan Prince served in various capacities during the two terms of the Administration. He was one of President Clinton’s speechwriters, Deputy Assistant Secretary of State, and directed the public relations effort related to the fallout from the bombing of refugees by NATO forces during the war in Kosovo. This collection consists his speechwriting files which contain speech drafts, handwritten notes, memoranda, correspondence, publications, and schedules. Prince wrote most of President Clinton’s radio addresses from 1993-1997. He also specialized in dealing with domestic issues such as crime, gun control, unemployment, urban development, and welfare.
Provenance
A statement of any changes in ownership and custody of the resource since its creation that are significant for its authenticity, integrity, and interpretation. The statement may include a description of any changes successive custodians made to the resource.
Clinton Presidential Records: White House Staff and Office Files
Publisher
An entity responsible for making the resource available
William J. Clinton Presidential Library & Museum
Extent
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187 folders in 11 boxes
Text
A resource consisting primarily of words for reading. Examples include books, letters, dissertations, poems, newspapers, articles, archives of mailing lists. Note that facsimiles or images of texts are still of the genre Text.
Original Format
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Paper
Dublin Core
The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/.
Title
A name given to the resource
5/94 TRP [The Regeneration Project]
Creator
An entity primarily responsible for making the resource
Office of Speechwriting
Jonathan Prince
Identifier
An unambiguous reference to the resource within a given context
2006-0466-F
Is Part Of
A related resource in which the described resource is physically or logically included.
Box 4
<a href="http://www.clintonlibrary.gov/assets/Documents/Finding-Aids/2006/2006-0466-F.pdf" target="_blank">Collection Finding Aid</a>
<a href="https://catalog.archives.gov/id/7763293" target="_blank">National Archives Catalog Description</a>
Provenance
A statement of any changes in ownership and custody of the resource since its creation that are significant for its authenticity, integrity, and interpretation. The statement may include a description of any changes successive custodians made to the resource.
Clinton Presidential Records: White House Staff and Office Files
Publisher
An entity responsible for making the resource available
William J. Clinton Presidential Library & Museum
Format
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Adobe Acrobat Document
Medium
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Reproduction-Reference
Date Created
Date of creation of the resource.
12/15/2014
Source
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42-t-7763293-20060466F-004-007-2014
7763293