Tag Archives: branding

WRAL’s Bill Leslie Retiring With Farewell Tour

Bill Leslie

Bill Leslie’s last day doing the morning news on WRAL, Raleigh’s NBC affiliate owned by Capitol Broadcasting, is June 29. Leslie has been with Capitol Broadcasting on both radio and TV for 39 years, with 25 of those on the morning news.

After 25 years of helping viewers get their day going on WRAL, Leslie, I hope, is going to sleep in for a few days.

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Facebook Posts — Phone Vs. Laptop: Who Wins?

I follow quite a few TV stations on Facebook. I not only get story ideas for my Market Share blog, but it acts as a kind of a national news feed.

There’s another car chase in California.

I monitor the lava flow in Hawaii.

And it snowed in the mountains of Montana.

But depending on whether I’m on Facebook on my cell phone or my laptop, the feed is radically different. Why is that? Isn’t it the same Facebook, my Facebook?

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WGN Collects 5 Million Airline Miles For Sick Kids

Five million miles. That’s enough miles to fly around the planet 200 times. Or more importantly, fly more than 400 families of five  round-trip from Chicago to Orlando. Fla.

My math may not be exact, but it all adds up to supporting the wishes of critically ill children and their families for Make-A-Wish Illinois.

A week ago, Tribune’s independent WGN Chicago teamed up with Make-A-Wish Illinois, and spent an entire broadcast day devoted to collecting airline miles that can used by critically ill children and their families to have their wishes granted.

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WPTV Meteorologist Bikes Entire Market For Charity

Steve Weagle

WPTV’s Chief Meteorologist Steve Weagle spent five days biking 120 miles on the beach. Let’s hope he had a comfortable seat on his bike. (WPTV is the Scripps-owned NBC affiliate in West Palm Beach, Fla.)

But he should be used to this by now, as it’s the 20th year he’s participated to raise funds for the American Red Cross.

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KSAT Meteorologist Retires, KENS Says Thanks

Steve Browne

KSAT’s chief meteorologist, Steve Browne, retired last week after 30 years on the air in San Antonio.

KSAT is the ABC affiliate in the market owned by Graham Media.

Nothing unusual about a chief meteorologist retiring after 30 years on the air. But what is different is how competitor KENS handled it. KENS is the market’s CBS affiliate owned by Tegna.

Don Smith

“We took a unique approach,” said Don Smith, KENS marketing director, “by actually thanking him for his service to San Antonio. Viewers reacted quite positively.” A few of the posts:

This is so awesome! Incredibly kind of y’all! Thanks, KENS friends! — 
Myra Arthur

You all are so classy to extend a congratulations to Steve Brown no matter what network you work for. It’s a labor of love that you all share with one another and us. — Debbie Beasley Kelley

Love this that KENS did a farewell to Steve Browne. How classy is that!! The southern people are a breed all their own. Congratulating and wishing a weather caster from another station well. Good job, KENS 5! — Monica Tholen Villarreal

That is another reason why I continue to be a KENS5 viewer. They went out of their way to wish Steve Browne a happy retirement. I want to commend the station for doing that because they did not have to do it at all. — Christopher Farley

Thank you KENS 5 for recognizing your competitor’s icon. That is a class act!! — Susan D Gibson

And this is why I love KENS 5…..nothing but class. Happy Retirement Steve Brown! — Lorise Santellan

That’s very classy to pay tribute to another station. Good luck Steve Brown. — Kathleen O’Neal-Dickinson

“It was unexpected and made viewers feel something about us,” said Smith.

“Old school thinking is you don’t mention your competitor — but in this case, it was the right thing to do. We positioned ourselves as the good guys and by golly — it worked.

“Here’s … the FB post, which currently has 1.3K likes, 94 shares and 33K views. We even got a kind comment from one of the KSAT anchors.”

WBZ Hits Grand Slam With ’70 Years’ Campaign

Tomorrow, Saturday, June 9, WBZ, the CBS O&O in Boston, celebrates 70 years of broadcasting as New England’s first television station.

In December 2017, WBZ launched an extensive on air and social media campaign built around its 70 years of service to the city.

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WDIV Focused On More Informed Voter Turnout

Voter turnout in 2014 in key state elections in Michigan was less than 50% in many counties around Detroit.

“As a region, we can do better and should do better,” said Marla Drutz, general manager of WDIV, Graham Media’s NBC affiliate in Detroit.

To that end, WDIV/ClickOn Detroit launched Your Soapbox, a citizen engagement project, part of the station’s Decision 2018 coverage leading up to the midterm elections.

Through conversations with the people of metro Detroit, Your Soapbox will identify local issues of priority for voters and work to inform and engage diverse viewpoints.

Through the Your Soapbox roadshow, WDIV/ClickOnDetroit will travel across the region to connect with voters and citizens of all ages to encourage voter participation and hear what is important to their lives.

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WISH Unveils Floor-To-Ceiling Studio Rebuild

WISH, the CW affiliate in Indianapolis owned by Nexstar, just completed a major overhaul of its studios. I got a note from Scott Hainey, WISH’s creative services director, detailing the process along with some pictures of the finished product.

Scott Hainey

WISH does nearly 70 hours of local news and programming in the market. Almost half of its broadcast day, 11.5 hours, is produced in its studios. So Hainey says the station needed a set “which could provide the versatility and space to support our current news production, as well as future growth opportunities.

“In designing the new studio space, we utilized technology to create that functionality and flexibility,” says Hainey.

“From color-changing walls, and monitor arrays, to the nearly 100 LED micro-tiles used in our desks and background scenery; the entire set can change with the push of a button. Rehearsal feedback, from talent and production, has been very positive. We hosted a set preview party a couple weeks ago with partners, clients and community leaders. Of course, it was nice to hear all the ‘oohs and aahs,’ and comments that ‘it looks like a network set,’ but the best compliment, by far, was ‘this set looks like you’.”

“When someone basically says, your set is an extension of your brand as the local news source, you know you’ve accomplish your goal.”

Hainey says when WISH became a Nexstar station last year, the station told Nexstar corporate that they needed a new set to “give us more versatility for presentation and storytelling.”

“They not only said yes, but encouraged us to evolve what was a simple set plan, into what we have today — an entire floor to lighting grid studio remodel. This includes new cameras, robotic pedestals, LED lighting and a list of other technology upgrades, including a new graphics system.”

“We’re lucky to have a great internal design team here at WISH, and at our Nexstar Nashville Design Center. We worked together on this project.”

PromaxBDA Station Summit Focusing On ‘Essentials’

The 2018 PromaxBDA Station Summit in Las Vegas June 25-26 is just weeks away. TV station marketing director and creative services directors are anxiously awaiting the annual conference to hear and see industry speakers, attend educational sessions and meet with their respective networks and syndicators to learn the latest trends that affect marketing local television and local news.

To make sure the content presented at the summit is relevant and timely, PromaxBDA solicits input from a variety of sources including the top VPs of marketing from the networks and broadcast groups, PromaxBDA members who have attended previous summits, and other stakeholders from the program distributors, ownership groups and of course, creative services directors.

In an earlier article, Market Share talked to Rick Swanson, the man charged with programming and marketing the 2018 Station Summit, about how one theme will be the convergence of content and marketing.

Rick Swanson

“Because of the shift in audience behavior,” said Swanson, “we no longer live in a world where the news room does the news stories and the promo department does the promos.”

And while there are sessions designed to prepare local TV stations for the future, Swanson said there is also a track of sessions that will tackle the basics.

“One of the themes that came up this year that was reinforced over and over again was the idea of a track of content we call Essentials,” Swanson said.

He estimates that anywhere from 20% up to 40% of the summit attendees are there for the first time.

“Essentials is designed for a person who might be new to the job of marketing director or creative services director. Maybe they moved over from news or sales within the television station or maybe they came from outside of the industry or maybe they are a recent college graduate. There is any number of different scenarios that might bring somebody to a marketing job at a local television station. So we have a track of content really designed for those people that really goes back to basics and it gives them sort of a Marketing 101 view.”

Spending smarter is always an essential to make sure you’re getting a return on your marketing investment.

Ashley Colette Gonzalez

Emerson Spartz

Spending Smarter: Get More ROI from Your Marketing Dollar, presented by Ashley Colette Gonzalez and Emerson Spartz from Dose Media, is focused on new media.

Swanson says this is the session that will show you “how to use social media and the money you spend in social media, how to spend it wisely, how to make it work harder for you. When do you need to spend money, when do you not spend money, the difference between earned media and paid media. All of these questions around a media plan if you will, this is going to be the session that balances all of that out.”

Greg Derkowski

Another session in the Essentials track is called Topical Promos That Kick Butt, presented by Greg Derkowski, 602 Communications’ audience retention specialist.

And while you might be thinking that the emergence of social media and digital advertising has made promoting the news topically on TV passé, we still live in a world where a lot of viewers are watching television in real-time.

“The pendulum has swung so far in the other direction now where people just think topicals are irrelevant. How many rating points are you willing to leave on the cutting room floor because the PR of a topical promo can’t compare to the PR of a Facebook post. You know what, they are both important,” said Swanson.

Merry Aronson

Co-op advertising is another essential tool in the  TV station marketing plan, but it doesn’t get a lot of attention these days. For many stations, this is their only opportunity to buy outside media.

“There are still a large number of stations that do co-op,” said Swanson. “They buy radio, they buy outdoor, and they buy cable. The money still gets spent. So how do you spend that money wisely?”

Check out an essential session, Making Old Media New Again, moderated by Merry Aronson of Merry Media, to discover how to make the most out of your coop dollars.

Mayhem could be just around the corner, according to those Allstate commercials.

And that’s true at a TV station. Towers fall. Lightning strikes. Studios flood. Mass murders occur. “It’s like, hey, here is a disaster and it’s at your doorstep,” said Swanson.

Larry Shenosky

So PromaxBDA is addressing that possibility to help stations have a plan with an essential session titled, When Disaster Strikes: A Survival Guide, presented by Larry Shenosky, of Cutting Edge.  

“If marketing directors are going to be leaders in these television stations, here is an area where they can lead. They can lead a concerted effort to create a plan in the event of a disaster. It goes in everybody’s desk drawer and when it happens, it allows you to execute a plan.”

Pumped? Me too. See you at the Summit.

Men ‘Catfishing’ Hook Former WAPT Anchor

If you’re like me, when you think of catfishing, you picture a rod and reel, a hook and a tasty worm.

But there’s another kind, catfishing on internet dating sites, that uses a similar technique.

They lure in lonely women using phony pictures and fake identities, and then once they get them to bite, they scam them for money.

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