Which Market Share columns were the most viewed in 2021? Articles about morning news promotion, local TV news investigations and a rare weather disaster are on the list.
New jobs posted to TVNewsCheck’s Media Job Center include openings for a general manager, an account executive, an assignment editor/digital producer, a newscast producer, a senior MMJ, a morning news executive producer, a production manager and a chief meteorologist.
KFSN in Fresno, California, created an hour-long documentary examining California’s fentanyl epidemic and released it on streaming platforms a week before its broadcast on television. Why? “That is where we see the future of broadcasting,” says Tim Sarquis, KFSN’s executive producer of content development.
TVNewsCheck announces the debut of Marketing Monday, a free weekly newsletter that features the best of Market Share and other marketing articles, delivered to your email inbox every Monday.
Local TV promos that move you, enchant you and convince you of the value of local news are on display here in part 4. It’s a historic moment, and local TV news and its marketing are giving voice to viewers, whether they’re marching in the streets, or searching for answers about COVID-19.
When four news-producing TV stations in Richmond, Va., joined together in a promotional campaign pledging solidarity to the people of their city during this coronavirus crisis, little did they know that they would end up influencing “journalism on the other side of the globe.”
New jobs posted in TVNewsCheck’s Media Job Center include openings in sales, digital content, news production and facilities management from companies including Tegna, Meredith and the Buckeye CableSystem Sports Network. Openings are in New York, San Francisco, Phoenix and Toledo, Ohio.
With more than 2,000 posts, Market Share will celebrate five years of daily articles about television and its marketing in 2019. I say to people that I believe something interesting is going on at every TV station in every market every day in either news, sales or marketing and I just want to share it. 2019 is going to be an exciting year, let share it together.
The COO of a couple television networks half-way around the world has been using local TV promos seen on TVNewsCheck‘s Market Share blog as a teaching tool for marketing and promoting peace in the country.
When Chicago’s NBC O&O overhauled its approach to morning news, Diane Hannes, VP of creative services, and her team crafted a multi-part campaign that introduced the new team, explained the scope and pace of the coverage and tied it all in with the station’s other news broadcasts.
Sure, news is a serious business, but that doesn’t mean your promos have to be. It helps if your staff and management can laugh at themselves.
Stations across the country take different tacks in promoting their morning newscasts. From humorous to urgent to testimonials, the campaigns focus on their news teams and resources and often attempt to reference and reinforce a market’s unique characteristics.
The Cox ABC affiliate in Orlando has taken a different tack in its news promos to stay atop this contested market. It uses campaigns from Churchman Productions that feature station viewers because “viewers talking on our behalf can be more powerful than anchor-driven, on-camera spots,” according to Bob St. Charles, the station’s creative services director.
Without must carry, LP stations might rely on viewers with antennas and the willingness to receive TV over the air. One LP operator in Atlanta sees this as a challenge. He is promoting OTA reception the best he can. Another, in Portland, Ore., warns that the FCC spectrum grab is going to make it tougher for LPs and full-power stations alike.
Often with the help of outside companies that provide software and support, broadcasters are finding that Groupon-like group buying deals and rewards programs are a valuable new source of revenue — a good way to bring in smaller, local businesses like massage therapists that may not be able to afford traditional on-air spot campaigns.
From nowhere in 2003, to the third largest Hyundai dealership in the U.S., Scott Fink’s New Port Richey, Fla., store grew because he had a plan and a consultant who made it happen. But in some cases, success came in spite of station account execs who, Fink says, often don’t listen to what he wants and needs in a buy.
The city of Concord, Calif., has banded together with local auto dealers to commit up to $80,000 to a multimedia ad campaign promoting buying cars at home. So who’s getting that money? Not a single TV station. Instead, Comcast Spotlight, which divides the area into 22 mini-markets with targeted advertising. With most TV stations still not sure what to do with multicast channels, it would seem to me that it’s somewhere between plausible and possible to reorient them toward serving a geographic segment of a station’s market.
After Fox turned down a Super Bowl spot from Birmingham, Ala.-based Fixed Point Foundation suggesting people check out the meaning of “John 3:16,” the group went local, buying time on Birmingham Fox affiliate WBRC and has approached Fox O&O WTTG Washington. Next year, the group’s executive director says, Fixed Point won’t even attempt to place the ad within the Super Bowl, but will buy time to air the same ad in more local markets where the getting is easier, and cheaper.
Even though the BCS Championship Game between the Oregon Ducks and the Auburn Tigers is on ESPN, stations in the schools’ home territories were making hay (and revenue) by producing pregame specials and live reports that were finding eager advertisers. Said KMTR Eugene, Ore., GM Cambra Ward: “Getting this kind of advertising opportunity in the first days of January is great for us.”
Thanks largely to Senate Majority Leader Harry Reid’s high-profile campaign to hang on to his seat in November, KSNV Las Vegas was one of the many stations around the country to enjoy a political advertising windfall. To make amends to regular advertisers who were shoved around to make room for the TV campaigners, says GM Lisa Howfield, the NBC affiliate is now offering a “local political rate card” discount to them. “We’re trying to issue our own stimulus package.”
The Media Rating Council’s revocation of its accreditation of Nielsen’s NSI diary ratings last month didn’t surprise many in the industry who have complained about the paper-based system. And while Nielsen says it’s fixed the problem, getting reaccredited takes time. So by the time the February ratings books go out, Nielsen (and its clients) may still be hanging out on a limb.
Here’s a tale of two broadcasters, undeterred by the economic doldrums, who started new broadcasting-support businesses. Ex-KXASer Larry Watzman created Revnew, which offers stations inexpensive, turnkey promotional campaigns that come complete with slick videos. Linda Wellman, who says she came up with the idea of online/on-air obits as an account executive at WNEM Flint, has gone off to market her own service, DirectObits.tv. “My goal is 70 stations by 2012,” she says.