News Research And Consulting Moves In-House At Gray

Gray Television will launch a new in-house division to provide news research and news consulting services for its television stations on Jan. 1, 2023.

Chris Archer

Historically, Gray has used various news consultants to provide these services for a handful of its markets each year. Gray says its scale now allows it to transition from outside vendors to an in-house team of experts. “The efficiencies resulting from this transition will enable more of our stations, regardless of market size, to benefit from the local market research and strategic advice that have often been available only to larger market news stations,” it said.

Gray has hired veteran journalist and consultant Chris Archer to lead this effort as vice president of research and consulting. Archer has a track record of developing winning media strategies and brand success throughout his career, including the last 12 years at SmithGeiger. Prior to that, he spent four years as the news director at the Honolulu television stations then owned by Raycom Media, during which time he launched the Hawaii News Now local newscasts.

Tony Calfo

Archer will be reunited with veteran news researcher Tony Calfo as director of research. He has led research strategy for the last three years at Screen Engine/ASI. He previously held a key role designing and executing media research projects as vice president, research strategies for SmithGeiger.

“We are thrilled to welcome Chris and Tony to Gray. With their extensive experience and accomplishments, they are the right team to lead this important initiative,” said Gray Television Chief Operating Officer Bob Smith.