We all know this, right? Everybody picks a local story over a national story - if there’s a tie vote for what story leads a newscast, gets prominent play on a website/app, or gets posted on social.
It’s the rest of the hours and hours of news and digital postings that create issues. Here’s what I believe:
- BREAKING national/int’l beats OLD LOCAL.
- OLD LOCAL beats OLD NATIONAL/INT’L.
- OLD NATIONAL/INT’L is a really bad thing for newscasts, but it’s everywhere.
Here’s the thinking behind these statements:
BREAKING national/int’l beats OLD LOCAL:
We have a lot of clients with LIVE DESKS/BREAKING NEWS CENTERS/ALERT CENTERS. Most started in the mornings, but now they’ve spread to afternoons, and I’ve spotted one on a competitor at 11 pm. These venues mostly report on national/int’l news.
But the question often comes up: do viewers really care about secondary stories that are not LOCAL? And the answer is NEW MATTERS. It doesn’t matter more than BIG LOCAL STORIES - but NEW MATTERS when many of the other stories in the newscast are getting old and repetitive. And the rate at which stories gets OLD is at an all-time high and growing.