MEDIA UTILITIES: Media Profile - Stocks and bonds are only half ofthe equation

If you thought That Money Show centered just on numbers, think

again. Craig McGuire discovers that the editorial team's real interests

range from Green Machines to airline ticket prices to healthcare


Focusing on a limited number of subjects each week, broadcast news

magazines like That Money Show are incredibly hard to pitch. However,

your success depends on what, or whom you are pitching.

Produced for PBS by Thirteen/WNET New York, the weekly That Money Show

debuted last September, with segments exploring the world and culture of


Setting its sights beyond the Street, That Money Show is geared towards

affluent 20- to 40-somethings. But note, publicity hounds looking to

pitch standard financial fodder to this prime demographic need not


'We won't just put someone on who has something to promote,' says Anne

Hartmayer, news coordinator and booker for the show. 'It has to fit. For

example, we have something coming up on women investors, so we'll be

looking for that type of subject.'

Even if you're savvy enough to get someone to listen to your idea, don't

expect instant gratification. 'We work at a fast pace, but there's a lot

of planning that goes into each show,' explains Hartmayer. '(PR reps)

need to look at this as a long term pitch and not a placement made in

the next 10 days.'

'We work mostly with internally produced story ideas, but that doesn't

mean we wouldn't run with a story pitched by a PR pro,' she adds.

Hartmayer says the best way to pitch her is either by e-mail (hartmayer@ or regular mail.

PR execs should first view and understand the show, says Bob Rumerman, a

spokesman for LVM Group, which represents That Money Show along with a

number of other WNET programs. 'This show is not just stocks and bonds,'

he explains. 'It's about any aspect of life that relates to money, and

that involves a broad range of topics.'

Popular subjects with producers have included the US obsession with food

as big business, Green Machines (electric automobiles), pharmaceutical

advertising, healthcare trends that relate to out-of-pocket expenses and

issues stemming from layoffs, which are becoming increasingly more


'They recently ran a piece on the lunacy of airline ticket pricing,'

says Rumerman. 'Passengers getting off a flight in Newark were

interviewed and every single one of them had paid a different ticket


With such eclectic subject matter, you may not be able to get your

client through the front door - but maybe you can slip him in through

the back.

'That Money Show is always looking for reputable experts on financial

issues as they affect average people,' explains Rumerman. 'There are a

couple of financial planners used frequently, and (show producers) are

open to expanding the stable.'

Hartmayer says that these experts need to be both comfortable in front

of the camera and knowledgeable. 'We'll use a tax expert around tax

time, healthcare experts when we run a piece on healthcare costs,' she


Experts will always be in demand, but what really gets producers of That

Money Show excited are interesting entrepreneurs. 'And that's not just

dot-com types, but interesting types of business,' explains


Recent stories have included a couple that makes accessories for

kayaking, and a piece on Dan Juhl. '(Juhl) runs a wind 'farm' in

Minnesota - an alternative form of power generation and an alternative

form of revenue,' says Rumerman.

As a weekly production, timing is critical and deadlines are taken


The staff meets every Monday to discuss a large file of mostly

internally generated story ideas. Programs are assembled on Friday and

distributed to PBS outlets across the country, so as the week

progresses, the pace quickens. 'The later in the week, the less likely

you'll get an audience,' says Hartmayer.



Host, managing editor: Betsy Karetnick

Director: Wayne Palmer

Segment producer: Lee Solomon

Associate producers: Cyndee Readdean; Lea Sheloush

News Coordinator, booker: Anne Hartmayer

Address: Thirteen/WNET, 450 West 33rd Street, New York, NY 10001

Tel: (212) 560-1313

Fax: (212) 560-6857

Web address:

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