In the lexicon of TV station creative services, a preditor is a writer, producer and editor. They can be a virtual one-person marketing machine. And increasingly, finding people to fill these roles is becoming difficult, especially for small and medium-market stations. Here’s why and what needs to be done to solve the problem.
As a result of the lingering questions over the effectiveness of digital, the co-op marketing plans that stations are submitting these days to their network and syndication partners are undergoing more scrutiny than ever as the two sides wrangle over how much money to spend on the new marketing methods. Sometimes the process runs smoothly, sometimes not. It all depends on whom you talk to.