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.
Starting this morning at 5, Hearst ABC affiliate WTAE Pittsburgh will be pleading with area residents to bundle up, even though temps are expected to hit 50 degrees.
It’s time for the 32nd annual WTAE Project Bundle-Up Telethon benefiting area children and senior citizens.
Volunteers will take viewer pledges from a phone bank throughout the day that will be broadcast during segments of newscasts and in breaks throughout regularly scheduled programming.
The day-long telethon will continue with an hour-long special from 7 to 8 p.m., preempting regular programming, and wrap up during WTAE’s 11 p.m. newscast.
“It’s more than a coat; your generosity brings smiles and the comfort of knowing someone cares,” said Charles W. Wolfertz III, WTAE’s general manager.
“Our longstanding partnership with WTAE Channel 4 has raised over $14 million and helped more than 275,000 kids and senior citizens stay warm,” said Major Deborah Sedlar, Salvation Army divisional commander, Western Pennsylvania Division.
“WTAE-TV project Bundle-Up serves as reminder of the good that happens in our community, when we come together for a good cause.”
In the November sweeps period, WVUE, Raycom’s Fox affiliate in New Orleans, was first at 9 p.m. (6.4 HH rating Monday-Friday), and at 10 p.m. (7.9 HH rating Monday-Friday), in household ratings, having the most late news viewers of any television station in the DMA, according to a statement from the station.
Blaine Strawn, WVUE’s marketing director, explained in an email why he thinks the station’s performing well.
WVUE sticks to doing what they do best and it pays off once again. The success is centered around a two-tiered approach.
No tricks, no sleight of hand, no typical consultant driven ratings grabbing gimmicks. It may seem too simple to believe, but the results speak for themselves. Great content marketed effectively creates viewers.
First off, the news department produces compelling and meaningful special reports every week night of the book for both the 9 and 10 p.m. newscasts. At the heart of all of this content is true journalism.
Enterprise stories, reporters and producers doing the research and finding those special stories that impact our viewers everyday lives.
Standing at the top, FOX 8’s Chief Investigative reporter, Lee Zurik, who continues to find corruption any many areas of state and local governments.
In November, Zurik brought the findings of a seven-month investigation into the Louisiana State Police to light. The story outlines alleged abuse of State Police detail program that made one trooper the highest paid police official in the state, at all levels of government.
The investigation was so impactful, the State Police scrambled to change their policy after Zurik’s interview with the department’s superintendent and before the story aired.
The marketing department uses two avenues to bang the drum, our on-air signal and social media.
To get the attention of viewers who are not watching on a daily basis, we strategically place Facebook ads and paid social media videos to target those users in key demos.
NOTE: Let’s review. Consistency, compelling content, true journalism, policy-changing investigations, effective marketing and media management win news ratings.
SHOCKING: One Louisiana officer makes more than the vice president of the United States. But, how? Is it legal? Are other officers doing the same thing? >> Bit.ly/Fx8nov17You'll be shocked to see what Lee Zurik FOX 8 finds in his 7-month investigation. TONIGHT at 10pm.
SHOCKING: Lee Zurik FOX 8 INVESTIGATES:How are some police officers doubling their salary using a loophole at the expense of taxpayers? What our surveillance found is shocking >> Bit.ly/Fx8nov17TONIGHT at 10pm.