Community ascertainment. The phrase alone sends a shudder down the spines of veteran station employees, reviving painful memories of hours feigning deep interest while community leaders drone on about what "ought to be on television."

Since formal ascertainments became optional in the 1980s, few stations bother to do them. But some group owners still require stations to regularly measure community interests. And whaddayaknow? A few stations are even turning that research into ratings and revenue. Among them is Belo's KGW Portland, Ore.

"We conduct a series of ascertainment meetings every quarter. Belo makes it clear that it's a priority," says Deborah "DJ" Wilson, KGW's general manager. "That's how we found out that many local students start the school year without the basic tools they need for education."

KGW learned about the scope of the challenge from Schoolhouse Supplies, a local nonprofit group dedicated to acquiring school supplies for disadvantaged students. KGW was quick to offer its help.

KGW's annual Toy Drive is just one example of the annual campaigns it produces in response to community concerns that has the added benefits of generating ratings and revenue.

"We knew we could make a big difference by following the model we've already established on air," says Wilson. "Besides, there was room on our calendar between our Spring Food Drive and our Christmas Toy Drive."

Of course, there was room on the schedule only because they chose to make room. As an NBC affiliate, the KGW sales team was already plenty busy selling local avails for the Olympics. But Wilson sees the school supply drive as equally important.

"We're not NBC or MSNBC. What makes us relevant to our viewers is that we're a local station." What's more, adds Wilson, KGW's dedication to community service is a big reason it remains Portland's dominant station. "We have an enormous legacy of doing projects like this and doing them well."

That's no exaggeration. KGW's 26th annual toy drive collected a record 60,000 toys last Christmas. The NewsChannel 8 Great Food Drive is only three years old, but this past March gathered over a million pounds of donated food.

And each of these campaigns, including the new school supplies drive, also delivers new revenue. The School Supply drive is supported by the Kroger-owned Fred Meyer Stores and by OnPoint Community Credit Union.

KGW donates substantial public service time to these campaigns, says Wilson, "But the reason we're able to make such a difference is that our partners buy a schedule of ads that hits all dayparts with enough reach and frequency to really create awareness."

In fact, the sponsors sign on for much more than airtime. They also provide the physical donation points at their retail locations bolstered by promotional displays. And just as important, the sponsors supply employee volunteers to help manage and deliver the donated items.

While KGW's track record for successful community projects attracts interest from many local businesses, the station is careful to limit each project to just two sponsors, says Wilson.

"It's very important that we deliver a concise message to viewers and that all of our sponsors feel they get full value from their support. We also want to avoid the dreaded ‘logo soup' at the end of each PSA."

The station's anchors and reporters play prominent roles in reporting and supporting the school drive and other community campaigns. Their reports and PSAs are reprised on the official KGW School Supply Drive Web site — along with directions and incentives for viewer donations.

News talent are often seen collecting donations on air. And some, like entertainment reporter Drew Carney, have even taken to video blogging to share a personal story or two about viewers they've met while collecting.

Wilson has been with KGW for just two of her 11 years with Belo and she's quick to credit the station's close and successful community ties to her executive team, including Kelly Schweiger, who heads special projects for sales and marketing, and News Director Rod Grammer, who's been at KGW for over 10 years.

And Wilson reserves special praise on Director of Programming and Creative Services Brenda Buratti, a 24-year KGW veteran. "She has a deep knowledge of the station history and the market," says Wilson. "Our people really understand the community. There's a real commitment and authenticity here."

And Wilson makes it clear that connecting with the community is not only company policy, it's a formula for success.

"We're the No. 1 station in the market, so we have a huge pulpit and that's both our opportunity and our obligation. Our corporate sponsors share our sense of mission. And let me tell you, when you see 17 tractor trailers pull into our driveway carrying 60,000 toys, you appreciate the real-life impact of our work on air."

Market Share by Arthur Greenwald showcases successful local marketing every Monday in TVNewsday. Have you got a hot image campaign running or launching in your market? Tell Arthur about it by writing to him at greenwald@tvnewsday.com.