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HomeMy WebLinkAboutAgenda - 03-06-2008-6bxSAMPLE RATES FOR :30 SECOND ADVERTISING SPOTS WRAL-TV Rates are suhiecf fo change. Q2 2008 3/31-6/29/08 WRAL-TV5 Raleigh all weeks HH Viewers in 000's:_ :30 cost M-F 5-530a WRAL Morning News 40,000 250 M-F 530-6a WRAL Morning News 50,000 375 M-F 6-7a WRAL Morning News 75,000 650 M-F 7-9a CBS Early Show ~ 50,000 275 M-F 9-10a Dr. Phil 55,000 250 M-F 10-11 a ~ Andy Griffith 30,000 100 M-F 11 a-12n Price is Right ~ 60,000 250 M-F 12n-1 p W RAL Noon News ~ 75,000 ~ 250 M-F 1-130p The Insider ~ 55,000 200 M-F ~ 130=4p CBS Soaps 45,000 250 M-F 4-5p Y&R 80,000 600 M-F 5-530p WRAL 5:00 News 110,000 800 M-F 530-6p WRAL 5:30 News 125,000 800 M-F 6-630p W RAL 6:00 News 140,000 1200 M-F 630-7p CBS Evening News 110,000 850 M-F 7-730p Inside Edition 90,000 800 M-F 730-8p Entertaihment Tonight 85,000 900 M-Su 11-1135p WRAL 11:00 News 105,000 1400 1500 w/o 6/16 & 6/23 M-F 1135p-1237a Letterman ~ 45,000 250 M-F 1237-137a Late, Late Show 25,000 50 Sat 6-8a WRAL Saturday Morning News 40,000 200 Sat $-10a .The Saturday Early Shaw 50,000 300 Sat 12n-6p golf/sports/various Sat 6-630p WRAL 6:00 News Saturday 45,000 400 Sat 7-730p Headline Saturday 35,000 100 Sat 730-8p Andy Griffith 25,000 100 Sat 1135p-1235a CSI Miami ~ 45,000 250 Sun 7-9a WRAL Sunday Morning News 50,000 225 Sun 9-1030a CBS Sunday Morning 60,000 350 Sun 1030-11 a Face the Nation .35,000 250 Sun 12n-6p golf/sports/various Sun 6-630p WRAL News Sunday 85,000 600 Sun 1135p-1235a Law & Order: SVU ~ 30,000 75 PREPARED 3/03/08 CCI b .D cat J }~ 7 •~ ~~~ Q y~ G w J O C e•• m pp N O m N Z N ~ ^ V O N 0OS~}• ~ C Nhd' _ ~~u h' m °'%~rn~ W. ~tQ. ~ ~ 000• V Z~. cQ7• N O !C Z ¢¢a~i s m m 0 m N .r3 O) G N J P ~0 0 ~W/ Id. w N `~ ~' rte' '~' N t""~ t- W 3 m°~'~~ O ~' Z Umdd .~~. !~~} ~'. ~+':. z ~~• r ~• ~: >;•~. • ~~, , < ~' ~' ~:: ~~1 ~~;'• r GO Op N O r T O N Q v ~ p p p O O O O O O to F•' ~~ a o p p p 0 ° p p p p o •~ c o a c m c ~~ fn p O O O O O 4 O O O p •.0.. p d} H} d# C7 t0 O 10 ~O 69' ~ ~ ~ ~ ~ ~ ~ N .w0.. 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O b O ~ O O V ~-' .O 0 ~ 'd ,.~ '~ '~ ~ :~ ~ o~ ~o ~b ~~ °.-' ~ Q, ~ ~ ~ 0 0 3 ~,, o `~ a~ ~ '~ .~ ~ ~~ ;~ ~ ~ ~'o~oo~ ~U~a~.~~ .~~ ~~ ~~ a H ,.~ c 0 ~.o . COMMENTS/OBSERVATIONS ABOUT LAND TRANSFER TAX FROM LOCAL REVENUE OPTIONS EDUCATION ADVISORY COMNIITTEE MEETING February 28, 2008 The following list records various points raised and discussed during the February 28 Committee meeting regarding potential elements of and approaches to the public information effort for the May 6 land transfer tax (LTT) referendum. The Committee did not attempt to reach consensus or provide specifzc recommendations at this meeting. Rather, this document is intended to serve a similar purpose for the Board of Commissioners, as did the Committee's initial report on Februaryl4 that provided pros/cons/observations about the local revenue options available to the County. ^ Consider "Southern Neighbor" as a newspaper to publish in (circulated in Northern Chatham and Southern Orange); also The Independent and The Daily Tarheel ^ Speakers' Bureau should be a useful vehicle for covering the land transfer tax topic ^ Some concern about whether community civic groups, clubs, etc will meet often enough to be able to take advantage of using the Speakers' Bureau; need to develop initial versions of public information so clubs can pick up speakers during their April meeting cycles ^ Expectation that there will not be any organized effort funded in support of the LTT, that there is already organized opposition, and that will put this Committee in a tough position ^ Maybe different points of emphasis and different amounts of information in different educational materials, depending on what type of media is being used ^ One of biggest challenges is explaining why the County is doing this and getting across what the alternatives are; not just because the State is allowing counties to do this, but long term why the County is doing this ^ Need succinct, factually based answers to these kinds of questions ^ As soon as you mention the word "tax", nobody wants new taxes in any form or manner; many long-time residents in northern part of the County have said the Board should lower expenses not increase revenues ^ If somebody has that viewpoint, that's a perfectly legitimate viewpoint for people to have; this group needs to share factual information and let people and groups. make their own informed choice about whether they will vote "yes" or "no" on this; some people, for lots of legitimate reasons - "this isn't the right time, this isn't the right tax, I'm not convinced of the additional revenue needs" -will not support this; others will support it because they have the opposite view of all that; this group's role is to give people the best possible, most factual information available and let them make their choice ^ With regard to who will speak on behalf of this, there's no prohibition on Commissioners saying they support this, they think people ought to vote for it for these reasons ^ Frequently Asked Questions (FAQ) list is a living, breathing document that will evolve because people at community meetings will ask great questions the group hasn't thought of, and those should be added to the FAQ list ^ Group's earlier pros and cons list gives a lot of the questions and answers ^ Thomas Mills (friend of Committee Member Kathie Young) is a media consultant in Carrboro who spoke with Committee Chair Mark Peters; he estimated that if you want to do TV, radio, and direct mail in the timeframe we've got, you're looking at an investment of $75,000 - $100,000; he indicated a willingness to work with the group whether the County hires him or not; regardless of how much the Commissioners decide to spend he could give feedback; given the timeframe, if the County spends $15,00-$25,000, the public wouldn't really be educated on the topic; he explains that media consultants make their income, for example, of 15% on certain spots; typically, especially with cable, that 15% is paid for by what he can save the client by arranging the media buy ^ Would there be value in getting out next week to talk to a couple of groups, including. realtors, to fmd out what their questions are? ^ Chatham County's flier seems way too dense, has way too many words on it, but they do have some pretty good questions ^ This group has already hit on the major points: what the needs are, what are the possible ramifications -don't do certain things? not keep up school construction? higher property taxes? all of those are pretty well understood ramifications that are factual, because that's what might happen; you're really choosing to be taxed one way or another ^ One of the deficiencies in the Chatham County flier was that they didn't get into the alternatives ^ County Commissioners can decide they'll pledge to spend the proceeds on certain things and that's fine to put in a document ^ Commissioners have made commitments in the past for how (bond) money would be allocated and they stuck to that, keeping their promises ^ This isn't an extra revenue so they could do something new, like aone-time expense -it's added revenue to meet the obligations ^ BOCC being as specific as they can and as firm in their commitment as they can would give people something factual to evaluate, rather than just saying we're. going to pass this tax, let the money go into the General Fund, and we'll let you know what we're going to do with it later ^ County is going to have schools, sheriffs, whatever it needs -it's going to build that new school; it doesn't matter whether moneys are committed; all the money looks the same when it's sitting in the bank ^ Some folks will say that since schools are such an emotional issue, "that's why they're saying the money will go to the schools"; schools and parks are very emotional issues; nobody wants to be seen as not supporting education ^ The General Fund is easier to be against -you can say "just cut the budget" ^ If funds are pledged to the capital budget, then the quality of the schools and the rate at which they go on could be affected by this, and the number of pupils per classroom for some given period of time could be affected ^ The number of trailers could be affected; residential CAPS, and the Adequate Public Facilities Ordinance could be tested ^ One way to posture this is that there are needs by the County, and they're going to be met, and you get to pick - do you want to pay the taxes with a transfer tax or do you want to pay it with your property tax? that's the choice you get on this ballot ^ Another way is to say look "the immediate needs of the County is they've got to build Elementary#11, and this County building, acquire this land, or complete these parks" ^ Those are the two primary discussion points -why do you need this money, and why is the land transfer tax a good alternative ^ This could be a supplement to school bonds because the County is at its debt capacity ^ Whatever informational points are to be communicated to voters have to be few -maybe one or two -and they have to be very simple, straightforward, and repetitive ^ Chatham County's document could serve as a template if you change the content and simplify it ^ The Web should be the channel to deliver more information; all our pamphlets should simply state a couple of high level facts in big print, with a good picture and pointers to the Website ^ Most of voting population understand what's in their pocketbook and if they hear transfer tax they'll go "they're going to take that money out of my pocket - we need to defeat that"; they need to understand that if they don't sell their house, they won't pay anything out; if they sell their farmland, they'll pay .4% of that, and if they don't own a house, they won't be paying it ^ The name of this tax is a problem -since you can't change the name, it perhaps needs to be referred to as "the land transfer tax for education" (NOT the "Home Tax"i); it's a problem and a remedy -the problem is it's called the land transfer tax, but what does it remedy? you need to educate folks about what its going to fix ^ Need to explain what a LTT is and give some examples of how it works; if you own a house at $200,000 or $300,000 then your LTT whenever you sell it would be this amount and that would equate to x number of cents on the tax rate and what the dollar savings would be every year ^ To be fair, could point out that if you own certain property, someone buys it and develops it, that the property could see this tax each time it changes hands, but you'll only have to pay it one time ^ You could pay the equivalent amount of ad valorem tax increase at the current rates for 17.8 years before it would equal the amount you would pay on a land transfer tax on a $200,000 house; based on what one cent on the tax rate generates, if the LTT doesn't pass, it would take a tax rate increase of about 2.7 cents to produce the same revenue ^ Concern about how to deliver the facts because based on the survey, Orange County folks don't read the newspaper or watch the news; on the other hand, they go to church and to community functions; and people listen to things in those settings ^ That points out that you have to use a shotgun approach -can't count on just one approach ^ Members of community groups tend to be leaders who will share what they hear ^ Should invest in a canned PowerPoint presentation that all speakers could use ^ County will provide a webpage, will get it up pretty soon, even though it will. be a work in progress ^ Northern part of the~County doesn't have cable; regular TV advertising could be cost-prohibitive and covers a huge area; not sure if there's a practical way to get to the northern part of the County through TV ^ News coverage of this issue is another way of getting the word out; also press briefings; editorials draw attention to the issue and may cause people to try to learn more about the issue ^ BOCC needs to be able to address a big frustration for many taxpayers in Orange County -the lack of commercial development to offset the residential tax base; that's not an alternative that can really be on the table as it won't solve the immediate problem -that's long-term consideration ^ A question everyone will have is "what happens if the real estate market crashes? Where will the revenue for schools and parks come from?" ^ If the Committee breaks into small groups going forward (e.g. FAQ, presentation, group to work on Google docs, group to work with possible media consultant), still need entire committee to come together periodically to stay abreast of what other small groups are doing so there's a consistent message ^ Should consider identifying a group of existing community groups ^ Could create a spreadsheet to identify groups that members know of and whether they have contacted the group about their interest in having a speaker