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.
MARKET SHARE BY PAUL GREELEY
The Best Part Of Waking Up: News Promos
The morning newscasts on many TV stations used to be a training ground for new anchor talent and producers. And it may still be at some stations. But most broadcasters now recognize the morning hours as an important money-making opportunity where they own all the advertising inventory.
And, as always, it’s up to the marketing departments to dream up spots that pull in the viewers. I looked at dozens of morning news promos from markets large and small, trying to find the more creative and unusual approaches.
Most tend to be on the lighter side. But that’s not the case at KJRH Tulsa, Okla. (DMA 59), where promotion reflects the seriousness and fast pace of the morning newscasts. One spot, the winner of an Oklahoma Association of Broadcasters award in the Best News Image category, invites viewers to come for news with “no filler, no fluff, just news.”
“I gave it the urgency and directness you’d normally find in an evening newscast promo,” says promo writer/producer Brandt Dotson. “We’ve all seen the whimsical and wacky promos that have absolutely no message. We’ve all seen the happy smiling people with the super bubbly and positive songs. But I just don’t think they mean anything to a viewer, and they tune out fast when these promos hit the air.”
Nice, but “whimsical and wacky” is still the preferred way to go at most stations. For instance, WDRB, the Fox affiliate in Louisville, Ky. (DMA 48), promises fun and something different in these promos for its morning news. To pull this off, the morning talent had to go along for the ride.
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Some stations use testimonials to market their morning news team but with a twist and a surprise. I think these not only combine the power of loyal viewers talking about why they like their respective morning news, but show the morning news talent to be personable and approachable.
KMSP Minneapolis-St. Paul
WPIX New York
Some stations take their talent to the streets (and train stations) to talk to viewers about the morning news, what they need and want they want in the morning. It’s a good way to showcase your talent in an unscripted, high-energy promo befitting a place like New York.
WABC New York
The success of an early morning newscast can often be helped (or hindered) by the network morning news that follows it. Some NBC and ABC affiliates hope that by tying themselves to the popularity of The Today Show or Good Morning, America, they can ride their coattails to ratings growth.
Put your anchor team together with the network morning stars, add a catchy, toe-tapping tune and voila, you give viewers a feeling of how good their mornings can be when they watch your station.
KNSD San Diego
Certain cities have iconic images associated with them. Here’s how KVVU, the Fox affiliate in Las Vegas, used a few to convey an attitude about its morning news in these very ESPN-ish spots.
Mornings have their own icons associated with them, like OJ, cereal and toast. Here’s how some stations used these to make memorable spots to draw viewers to your morning news.
WAFF Huntsville, Ala.
WOAI San Antonio, Texas
WOAI also used kids in this highly creative stage production to highlight its morning news in this back-to-school special. Most schools have a morning newscast produced by the students so this is an idea that might spark some inspiration for your next morning news promo and be a source for some possible news content for the morning news itself.
And speaking of kids and back-to-school special promos, here’s one from WJXX, the ABC in Jacksonville, Fla. (DMA 50), that really “speaks” to the idea of kids waiting for the school bus.
We’ve all heard it said that when viewers watch a station’s news, it’s like they invite the station into their home. So these two Fox stations used that concept to demonstrate the benefits that watching their morning news can have on viewers.
WXIN Indianapolis
KFOX El Paso
Next week, I’ll show you what one morning news team created as their own promo. It’s the most outrageous example of all. You’ll hear the back story behind it and how this station’s staff faces the challenge of promoting a morning newscast that features both hard news and comedy.
Market Share by Paul Greeley is all about marketing and promotion at TV stations and appears every Monday. If you have some ideas or stories you want to share, please let me know. You can reach Paul Greeley at [email protected] or at 817-578-6324.
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