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