Can Your Station Turn Viewers Into Members?

For the nearly 700 people who came, KSAT San Antonio’s “Spooktacular” was just a nice way for the family to spend the Sunday before Halloween. But for the station, it wasn’t just about selling tickets to a community event. Spooktacular was another step toward a distant goal that skeptics might say doesn’t have a ghost of a chance: to develop an ongoing membership model for commercial TV stations. The concept is to identify loyal digital fans and “super-serve” them with layers of distinctive value that they will pay for. Now KSAT’s owner, Graham Media Group, is doubling down on the idea — and getting some help from Google to do it.