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Types of Print Media:

Pre-Broadcast Materials

Pre-Broadcast Materials | Posters | Teacher's Guides & Teacher's Kits
Targeted Materials


Cyberchase postcard
View Cyberchase postcards

Postcards build awareness for your broadcast and/or for local events. The best postcards allow you to localize broadcast information with a stamp or sticker (rather than depend on the ubiquitous "Check your local listings"). Postcards can include information about other print materials, such as a teacher's guide. They also have room to promote additional educational outreach efforts, including person-to-person activities and Web/interactive materials. The biggest plus of postcards is their low cost.

Pre-Broadcast Brochures

Arthur Health brochure
View Arthur health brochure

Pre-broadcast brochures alert viewers to your broadcast date, drive users to your Web site, and (if you choose) generate orders for your print materials, videos, or other resources. They can include information about the program or series, your Web site, your community-based activities or national partners, your educational materials, and video ordering. They can also include an order form for a teacher's guide or community action guide.

Using a pre-broadcast brochure to generate orders for, say, a free teacher's guide has pros and cons. The pro is that you don't have to print as many guides, thereby saving money. The con is that you don't know how many orders you will get, making it more challenging to budget accurately. Direct mail of this sort traditionally gets a 1 to 2 percent response rate. Free offers of PBS-related materials, however, often generate about a 10 percent response rate, even higher for hot properties like Arthur, so plan accordingly. If your brochure includes an order form, include money in your budget to cover data entry. Alternatively, you can send people to an online order form on your Web site to avoid these costs.

Some important rules of thumb when creating pre-broadcast brochures:

  • Keep them simple and brief.
  • Think of ways to make the design stand out, such as an unusual size, shape, or color. Teachers get a ton of mail every day.
  • If your program is going to air on PBS, use the PBS logo on the outside, and make it as big as possible. It gives you credibility in the educational community and encourages the recipient to open it.
  • If you are offering free materials, indicate that on the outside to draw in the recipient. Also, allow enough time in your production schedule to record the orders to create your mailing list.
  • Include all relevant dates: your broadcast date (or just the month if you don't yet have a specific airdate), your Web site launch, and when recipients can expect to receive anything they have ordered.

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