Category Archives: CBS

How Stations Use News Topicals On Facebook

This is the final part of our five-part series, Building Viewership with News Topicals. Read Part 4 here.

Across the country, millions of people watch the entertainment programming TV stations provide during the day and at night. So it makes sense for stations to promote their newscasts topically within all that programming in the hopes viewers will stay and watch the next newscast.

For years, this was the only means stations had to recruit news viewers with the news of the day, unless stations bought time on other media, like radio, print or cable.

Then came Facebook.

Facebook provides stations with another — and much more mobile — screen to reach potential news viewers.

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Creativity, Flexibility Drive Best News Topicals

This is Part 4 of our five-part series, Building Viewership with News Topicals. Read Part 3 here.

News topicals can take many forms.

Some creative services directors and topical writer/producers say recording the main news anchor sitting behind the anchor desk works best for their station.

Others see value in shooting their news anchor in the newsroom, cinéma vérité style.
And other stations try to feature real people and sound bites, along with reporter teases from the field.

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Finding And Keeping News Topical Writer/Producers

This is Part 3 of our five-part series Building Viewership with News Topicals. Read Part 2 here.

Creative services directors are finding it harder and harder to find good news topical writer/producers.

Some grow their own, plucking them right out of college, perhaps as interns, and train them. Others look internally, finding someone already at the station who wants to be creative.

With bigger salaries to offer, CSDs in bigger markets have the ability to recruit from smaller markets, but that presents challenges, too.

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WBZ’s 11 P.M. News Top-Rated In Boston

WBZ, the CBS O&O in Boston, was No. 1 at 11 p.m. in both Households and adults 25-54 in the November sweeps.

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What It Takes To Create Quality News Topicals

This is Part 2 of a five-part series, Building Viewership with News Topicals. Read Part 1 here.

Being a news topical writer/producer is one of the toughest jobs in local TV news marketing.

And to do that job well, the experts say, you need to have a passion for journalism, a thorough knowledge of what news is covering in the newscast, the ability to recognize what stories will resonate with viewers, and the confidence to promote those stories even if they’re not the news department’s top stories.

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Building Viewership With News Topicals, Part 1

Tonight at 11, there’s a big change in the weather forecast.

That’s one of the better 4-second news topicals you can write.

Granted, not one you can use every night, only when conditions warrant, yet weather is the main reason people watch local news, and a ‘change’ in the forecast creates a thirst for news.

News topicals, those ubiquitous promos embedded in programming enticing viewers to watch the next newscast, have been a staple of local TV news since forever.

Effective topical news promotion can lead to sampling, and during sweeps, possibly into ratings.

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WBTV’s Image Promos Pledge Accuracy

“While national news outlets continue to debate the ‘fake news’ controversy, new evidence confirms that consumers are not questioning the veracity of their local television newscasts, sports reports, weather forecasts and traffic updates,” according to new research from Coda and published on TVNewsCheck back in May.

“Local News Is Most Trusted News Source by Americans,” was the headline of another article using information from a study by Videa.

This has been my experience working in local TV news. News that’s accurate, unbiased, well-researched and verified, without any slant.

Robby Thomas

Here’s a campaign from WBTV, Raycom’s CBS affiliate in Charlotte, N.C., that is nominated for an Emmy.

“It’s a reverse-speed narrative written to take the audience behind the scenes into the process that drives WBTV’s commitment to accuracy and transparency,” says Robby Thomas, WBTV’s marketing director about the campaign called, Before.

“Market research tells us that WBTV has earned “most trustworthy source of news and information” here in Charlotte, which I’d argue is more important than ever in today’s media environment. This campaign helps reinforce that trust. It drives home our advocacy brand positioning with the build up to our ‘On Your Side’ slogan.”

Breaking News Powers WISC Madison To Social Leadership

WISC, the CBS affiliate in Madison, Wis., owned by Morgan Murphy Media, commands a slight lead in social media actions in the market over the last six months according to data from audience insight firm Shareablee.

WISC has more than 1 million actions on social, 32% of the total engagement generated by the DMA (No. 81), with more than 3.2 million social actions.

WISC also leads on Instagram with more than 11,000 actions.

WKOW, the ABC affiliate owned by Quincy Media, led the market in actions per posts on Facebook with 89.

WMHX-FM, (Mix 105.1), a hot adult contemporary  station owned by Entercom, led the market on Twitter with more than 11,000 actions.

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WDJT Holds All-Day Food Drive Today, Its Sixth

WDJT, Weigel Broadcasting’s CBS affiliate in Milwaukee, is helping area families in need with its sixth annual, all-day food drive called Thanksgiving Drive Thru Food Drive.

This year marks the station’s sixth annual holiday food drive, which benefits Hunger Task Force.

Last year, Milwaukeeans donated more than 131,000 pounds of food to feed children, families and seniors.

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WWL Exposes Failures During New Orleans Flood

When heavy rains fall on New Orleans, a city that’s below sea level, it floods. Unless the flood waters can be pumped out.

“If you can’t keep the water out of the city, then you don’t have a city,” is how one business owner put it in WWL-TV’s investigation into New Orleans’ sewage and water board, the agency that handles the city’s pumping and drainage systems. WWL is the city’s Tegna-owned CBS affiliate.

Not many places you’ll live is the sewage and water board so much in the news, as it is in New Orleans.

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