The Arizona Media Association prioritizes partnerships with government agencies and nonprofit groups.
While we’re always available as a media resource and partner for big initiatives that touch the Arizona public, we’re also proud to offer a one-of-its-kind and deeply discounted advertising program called the Public Education Program (PEP).
If you are an Arizona government agency or non-profit interested in a PEP campaign, email pep@azmedia.org.
All about Arizona’s PEP program
What is the Public Education Program?
The Public Education Program (PEP) is a one-of-a-kind service for Arizona government agencies and non-profit groups to help advertise messages that are in the public interest. PEP funds the vast majority of costs that keep our Arizona Media Association alive plus the program ensures public interest ads reach Arizona audiences even when budgets might not otherwise allow that reach.
Without a strong PEP program, the Arizona Media Association (AMA) simply couldn’t exist. Arizona media brands benefit from PEP directly through funds geared towards programs that strengthen our industry, including paid internships, statewide media research, professional training, and a growing foundation that supports Arizona’s local media future. PEP never competes with our members’ paid advertising—it only complements it. Through PEP, each Arizona media brand commits to contributing a small share of monthly ad inventory from their own channels. The AMA then offers this space at a deeply discounted rate to a limited number (7–10) of nonprofit and government partners, for public education campaigns.
How does PEP work?
Partners receive daily ad placement from both urban and rural local media brands across Arizona. This includes all major network TV affiliates, most radio stations and every major newspaper brand in the state. Campaigns run in both English and Spanish on local TV and radio, plus on each brand’s digital streaming platforms. Campaigns also run on the digital channels of nearly every Arizona newspaper brand in the form of both pre-roll and display ads with additional print ad support. In addition, campaigns are boosted with digital display and video pre-roll ads to maximize reach.
How do TV, radio, print, and digital ads get created?
On a fully pro bono basis, the AMA creates all commercials for each partner message. This includes producing up to two unique ads in both English and Spanish across TV, radio, print and digital channels. Partners can run multiple ads at the same time to maximize different messages. Partners can also change ads at different times of the year. For extended partnerships, the AMA can create three new ads every six months. As a legal rule, all ads must include a brief disclaimer to name the paying campaign sponsor.
How long do campaigns run and how often can the TV and radio ads get changed?
PEP campaigns run for a minimum of four months, but many continue as long-term, ongoing partnerships. The AMA can update/change the ads from any PEP partner as frequently as monthly. Change requests must be submitted 30 days ahead of time. If new ads need to be created by the AMA, a 60-day notice is required.
What reporting do Arizona PEP partners receive?
In return for the investment in our program, the AMA provides a monthly proof of performance that shows when and where every ad run occurs. We also provide a monthly summary report that values each ad compared to normal prices and our promised ROI of at least 2:1 or 4:1, depending on the program.
What is the Arizona Media Association?
The Arizona Media Association (AMA) is the newly combined operation of the Arizona Broadcasters Association and Arizona Newspapers Association. We represent Arizona’s local media on TV, radio, print and digital.
How do I get involved?
If you are an Arizona government agency or non-profit interested in a PEP campaign, email pep@azmedia.org or give us a call at 602-252-4833 and ask for Joe Hengemuehler.
