A Loyal Reader Writes:
“We’re a small market station that used to have a very strong news image.
“Then management cut our budget and ‘downsized’ our news department. Result? We’re no longer perceived as the News station in our market.
“Seeing the loss in ratings and revenue, management has allowed me to hire one great-sounding news guy but hasn’t restored our budget.
“Any suggestions on how to recapture that ‘news’ image?”
1. Develop your own news. While the other stations are reporting the governor’s announced plan to cut school funding, you can be calling up local teachers and principals to find out what a 20% budget reduction will mean to your schools.
2. Strike a deal with local a TV station, allowing you to air their newscast audio (e.g., actualities, snippets of news interviews) in exchange for your saying, “As heard on Channel 9.”
(I learned that from News/Talk wizard Holland Cooke).
3. Add frequent Listener Polls to your newscasts regarding local issues:
“WXXX wants to know what you think: Should firefighters receive a raise in pay, or is that municipal money needed elsewhere? Log onto WXXX.com and let us know. At WXXX, your vote counts more.”
Each day, the previous day’s results are presented both on your site and within your newscast:
“A WXXX Listener Poll found that 78% of respondents agree with the city council’s plan….”
The “cast your ballot” Web page is sponsored by, say, a local bank. No on-air sponsorship; strictly a banner ad on the website.
So your news:
* Involves listeners directly with the station (and with the news)
* Drives traffic to your website
* Provides an income-producing Web feature
* Gives people a reason to return to the Web page (to see the results)
* Gives you something new to talk about tomorrow.
Comments on this entry are closed.
You left out the part about poisoning management and putting their heads on a spike.
Right on the mark Dan. Local is what really matters.
I heard a great news idea on a station in Ontario. Every day the news guy called a local barbershop and asked what stories his customers were talking about today. It gave an interesting perspective on what news items really interest the regular guy.
One nit to pick. Holland Cooke would not say “log on” to the website to answer a poll. He made the point at a seminar I attended recently that almost no one “logs on” to the internet any more. Thanks to you and Holland for being two of the best resources in the business.