Retired CBS marketing and promotion exec Mike Mischler imparts a career lesson: “It’s about the people we learn from, the people we influence. It’s about recognizing creativity in a writer or director. It’s working with people you love or loathe, always with the goal of achieving the best marketing product.”
Experts say for stations to survive the onslaught of multiscreen competition, they must make a serious commitment to promotion. “Google-proof” the news, says NBCU’s Valari Staab, while SmithGeiger’s Andrew Finlayson exhorted: “We are in the reminder business. “Don’t just run the same [local news promo] over and over all evening. Make these the best promos on your air.”
WGN Chicago, KXTV Sacramento and WTVR Richmond are among the big winners of awards presented at the association’s Station Summit. Veteran CBS executive Michael Mischler was given the Lifetime Achievement Award.
The 2017 PromaxBDA Station Summit next month at The Mirage in Las Vegas, runs from Monday, June 19, through Friday, June 23, and there will be no shortage of participants from television’s top station groups.