Tag Archives: Cox

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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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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WHBQ’s Clever Promo For Front Porch Thieves

I’d like to think that I would have thought of it.

That the idea was so obvious, it would have popped into my head the second the topic of the special report was described to me.

But I doubt it.

This promo is the perfect concept for Facebook. How many of us are seeing videos like this from people’s home security cameras on their Facebook feed these days?

And since it’s said that 85% of Facebook users don’t listen to what they’re watching, no audio is needed for this spot.

Plus, at around 10 seconds, it’s the perfect length for this platform.

I love simple ideas that are well-executed.

Check out this clever promo from WHBQ, the Cox-owned Fox affiliate in Memphis.

DIY home security

IS YOUR HOUSE SAFE? #DIY home security has soared in popularity, but not all systems are equal. The 3 things you should know before buying, tonight at 10: http://bit.ly/2igT68y

Posted by FOX13 Memphis on Monday, October 30, 2017

Atlanta’s WSB Puts A Face On Who Is ‘Alt Right’

They could be your neighbors, or relatives.

Some cover their faces with handkerchiefs while others face the camera in suits and ties.

They are self-professed and proud members of the “alt right,” a term promoted by Richard Spencer, a white supremacist. Steve Bannon’s website is a favorite haunt for them.

Some have some far out ideas, like believing that people should be divided and live in different zones. A white zone, a black zone, a Hispanic zone.

Mark Winne, investigative reporter at Cox’s WSB Atlanta, talks to several Georgians who express alt right ideologies in a sobering report.

WHIO Way Ahead In Dayton’s Social Media

How does a TV station dominate the activity in social media as much as WHIO does in Dayton, Ohio?

WHIO has almost five times the number of actions than its nearest competitor.

WHIO, Cox’s CBS affiliate, is No. 1 in social media actions in the market over the last six months according to data from audience insight firm Shareablee.

It has almost 2.5 million actions on social, 55% of the total engagement generated by the DMA (No. 64), with more than 4.5 million social actions.

WHIO is first in actions per post with 113 and leads the market on Twitter actions with almost 83,000.

WHKO-FM, (K99.1FM), a country music station also owned by Cox, had the most actions on Instagram during the same period with 15,666.

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WJAX-WFOX Hurries New Set Ahead Of Hurricanes

If there’s a major weather event headed to your market, you want to be able to have everything in place in your studio to provide your viewers with the best visuals to tell the story.

Even if that means moving up the launch date for installing a new set, no easy feat even when you’ve been preparing for it for weeks.

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KVUE Leads Austin’s Social Media By A Million

Research, focused execution, knowing what your audience wants and content that’s personalized to the users’ environment, even if it’s a small town, is what KVUE says helps it succeed on Facebook.

KVUE, the ABC affiliate in Austin, Texas owned by Tegna, leads all media outlets by almost a million actions in the market over the last six months according to data from audience insight firm Shareablee.

KVUE has nearly 3 million actions on social, 24% of the total engagement generated by the DMA (No. 39), with more than 12 million social actions.

KVUE also leads on Instagram with almost 111,000 actions.

The Austin American-Statesman, a daily newspaper owned by Cox, leads on Twitter with over 131,000 actions.

KTBC, the Fox-owned affiliate, leads a tight race in actions per post with 155.

Matt McAllister

Some broadcast groups put as much content on Facebook as they can, says Matt McAllister, KVUE’s marketing director.

That’s not KVUE’s strategy.

At KVUE, “it starts with research and knowing where our audience is,” says McAllister.

McAllister says KVUE did some focus group testing over the past few months with fans and non-fans of KVUE, talking to people about what kind of news they’re interested in watching.

“If we are not posting on social in a way that makes you want to share, react, like or comment, then we are not really doing what our job is. What is the audience most engaged with so we can put them first and find out the needs of our consumers by delivering them content that they care about.”

The focus groups had people between the ages of 17 to 65, and McAllister says every single person they talked to is getting some form of news from social media.

“What was surprising to me,” says McAllister, “was the lack of generational differences. The 17-year-olds get a ton of their news from social media and so are the 65-year-olds.”

McAllister says people want personalized content.

“They want to be able to get a story without having to click and go read a page, get everything in one platform without having to click through. Obviously, the more local the better. People love to share stories about their environments. So we are fine trying to find stories of small towns where those people really care about what’s happening.”

KVUE is also working on some projects that would measure attribution from social to broadcast, something the industry kind of lacks as a whole, McAllister says.

In the meantime, “Facebook is the best opportunity that any marketer has ever had before.”

For example, McAllister points to a story about a tornado in the town of Jarrell, Texas some 20 years ago.

20 years ago, an F5 tornado nearly destroyed Jarrell, TX. Watch KVUE's Special Presentation this Saturday at 6:30pm to see how far the city has come.

Posted by KVUE on Wednesday, May 24, 2017

“We were targeting people who were living in Jarrell, so we were able to target demographics of people who experienced the story. That video is actually viewed more on Facebook than it was on the broadcast when it aired. We had more people watching it than were tuning into our broadcast. So that kind of goes to tell you that when you can create content with the end consumer in mind and be able to target them specifically… then the marketers win and the consumers win.”

Topical news promotion on Facebook is getting examined as well. McAllister says local TV news operations use the same formats and styles, so it’s often hard to stand out, so KVUE is trying something different that seeks to be authentic.

Interestingly, KVUE sees value in using its broadcast news to drive audience to Facebook Live.

“In a world that is now multiscreen, people are watching their TVs with their laptops on their lap and their cell phones in their hands. How can we use all of those screens to keep people more engaged?” McAllister says. “If somebody’s really engaged in the story, why not give them the opportunity to interact even further on social after the story is told?”

It’s not a broadcast world or a social media world that’s important, McAllister says.

“The biggest thing for us is just caring desperately about our consumers. It’s just knowing that Facebook plays a huge part in our lives because it plays a huge part in our consumers lives and that is what needs to be most important to us.”

WAGA Millions Ahead In Atlanta Social Media

WAGA, the Fox O&O in Atlanta, leads all media outlets in Atlanta by about 8 million social media actions over the last six months according to data from audience insight firm Shareablee.

WAGA has almost 22 million actions on social, 41% of the total engagement generated by the DMA (No. 10), with more than 53.8 million social actions.

WAGA is also ahead in actions per post with 1,724.

WSB, the Cox-owned ABC affiliate, leads on Instagram with just over 350,000 actions and also leads on Twitter with more than 675,000 actions.

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