Tag Archives: KXAN

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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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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Fresh News Promos From Around The Country

what-on-tvI regularly monitor a list of TV station YouTube and Vimeo sites to check recent spots that have been uploaded.

I also follow many station Facebook pages for promo activity as well.

And of course, stations send me their latest and greatest and work to share.

Here are some recent work samples I found online. If you’d like me to monitor your station’s YouTube or Vimeo site or want me to follow your station’s Facebook page, send me that info.

And by all means, if you’ve got some work you want to share, let me know.

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