Perspectives

Copyright 2018 by DNN Corp

 

Top 5 TSRs - May 2018

Top 5 TSRs - May 2018

1. #RIPMedicalDebt -  By now you have likely seen the initial KIRO February effort to pay off medical debt of many in Washington. Various stations across the country are jumping into the effort including other Cox stations, NBC owned stations and others. Reporter Todd Ulrich and WFTV, working in concert with RIP.org, make hundreds of lives better in a state where medical debt is a big issue.  

And Cox’s Jacksonville station jumped into the effort also, but with a different twist- helping relieve the medical debt of more than a thousand military vets. Here’s an example of their @RIPvetdebt  and what they offered their viewers on Facebook. 

2. MICROCHEATING - Social media and dating apps like Tinder and Bumble have certainly made it easier to explore new interpersonal relationships. And it has also spawned its share of new problems with existing relationships. Some are now calling that gray area between a full on healthy relationship and separation/divorce “microcheating”. What are the signs? Should you be worried? Just how widespread is it? Empower your audience with how to discover it and how to set relationship boundaries. 

3. BATHROOM BACTERIA  - OK, let’s face it by now you’re already taking all kinds of precautions when it comes to keeping as clean as possible when you have to use a public bathroom. From hand sanitizer to using paper towels to opening the bathroom door handles. These days so many bathrooms have hand dryers – maybe to save on paper towel costs. But, new evidence shows that they could be a breeding ground for more unwanted bacteria as they “aerosolize” the bad stuff and increase the “ew factor”.

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Brand Marketing in a Multi-Platform World

Brand Marketing in a Multi-Platform World

Have you ever had it happen to you? You bump into the same person over and over again in the same week or month. Sometimes it’s a friend you really enjoy seeing. Maybe it’s a person you don’t know but you recognize them from the local grocery store. Or perhaps you keep bumping into somebody you really don’t like.

As marketers in a multi-platform world, your job is to get people to “bump into” your product/brand over and over on many different platforms, hopefully in a short period of time. Reach & Frequency targets for local TV ads have changed as viewers’ habits on watching TV has changed. TV advertising is still very powerful and can create an emotionally connective experience where we get viewers to feel something while they learn something. To get that broad audience (Reach) and get your message heard over and over (Frequency) you need to blend in the advantages of social & digital platforms. We need to do this in branding our local TV news image and quite frankly we need to sell local advertisers on this concept as well!

Before reading on, let’s be clear about the use of the word “brand”. Your brand is not your positioning statement or slogan. Your brand is the “top of mind thoughts” people have about your product. Your positioning statement (slogan) should move people to the brand you are trying to achieve.

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Hot Clips: May 2018

Hot Clips: May 2018

Our May Hot Clips focus on showcasing, everything from your App to headlines, a sense of new, traffic, and even that big video wall...

Big Board Beauty (GMA): making use of every inch of the video wall to showcase and set-up two big stories

In-Show App Sell (WTOL, Toledo): instead of ending the AM newscast, they toss to their App by selling specific content on it

See Through the Fog (KABC Los Angeles): using the latest and greatest chopper technology to show traffic through the clouds

Selling All-New in a Tease (KGTV, San Diego): yes it's 6:20a, but no, we're not out of news yet

Film Strip Headlines (WMBF, Myrtle Beach): a different way to showcase your menu of stories off the top of a newscast

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The Next Modernization Of Digital And Live TV

The Next Modernization Of Digital And Live TV

Why do we inject digital references in our copy for live newscasts?

Easy answer, right? Pump up awareness for our digital platforms. Signal that our website, apps, and social media are alive and kicking all day and night. Some have gotten pretty good at blending in digital references without obliterating newscasts. Some overdo it.

ALSO: Saying, “we first told you_____on our APP at 2:30 today…” has become the 2018 way of saying we were FIRST to report a story, replacing the old version of back selling to the prior TV newscasts.

That’s was we’ve done. Here’s what we need to do next:

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SmithGeiger Presents Research Findings at NAB Show

SmithGeiger Presents Research Findings at NAB Show

Seth Geiger was one of the key presenters at this week’s National Association of Broadcasters Show in Las Vegas. In addition to presenting research findings in his session “The Media Trajectory: Alignments Between Leaders and Consumers”, Seth moderated a NAB Show panel which included Dave Smith, Chris Archer, Chris Lang, John Culliton, Mark Biggs & Andrew Finlayson.

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10 Quick-Turn Targeted Special Reports for May & Beyond!

10 Quick-Turn Targeted Special Reports for May & Beyond!

1. DEBT DONATION: KIRO’s Jesse Jones partners with RIP and spends $12K to buy up $1 million in medical debt. That money helps hundreds of state residents lower their medical debt. Since the mid-February airing the station claims it has rallied the community to help relieve $5 million in medical debt. Please read the original story and follow-up story, as the recipients started to come forward give you a taste of this advocacy consumer journalism

2. POPPIN' FOR PAIN: you pop three pills for intense post-workout soreness, two for a pre-coffee headache, a small handful for period cramps, and suddenly you’re swinging by the pharmacy for a new bottle of Advil. Plenty of people pop non-opioid analgesics — aka everyday pain meds — without a second thought. But are you doing your body more harm than good?

3. RX RELIEF: What’s the best hope to cut skyrocketing drug sticker shock? This opinion piece challenges the Democratic plan to put price controls on drugs. It presents the Dem and GOP plans to those who suffer most and puts a victim panel together with ideas on how to get relief for those who suffer most

4. POOCHES ON PATROL: Getting a home security system is one thing but if you want to add to your safety – how about a pooch? And if so, what kind of pooch is best? KGW tries a test of man’s best friend

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Hot Clips: April 2018

Hot Clips: April 2018

Our latest batch of Hot Clips features a school principal, some very effective still pics, and a monitor wall worth watching...

Monitor Magic (KNXV, Phoenix): using the big monitor wall to help showcase nationwide coverage of a story

Who Needs Video? (KGO, San Francisco): using nothing but still photos to best tell and show the emotion of this event

Morning Digital-Hybrid Proof (KOLD, Tucson): making the digital platforms top of mind in this Proof of Performance AM spot

Weather Principal (WFTV, Orlando): a school-based testimonial on the value of trust and calm as the storm approaches

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Strategies for Smart Speaker

 Strategies for Smart Speaker

Not another platform!” I can hear you; already stretched digital teams raising legitimate concerns about asking how they can do a quality effort in this new audio command environment. After all, media companies still have broadcast, website, mobile, social, OTT and podcasts to manage.

SmithGeiger research shows a surge of smart speaker use nationally (ask your SmithGeiger consultant for the very latest figures) and this growing audience is often seeking news, weather, traffic, and sports…the very strengths of local newsrooms through these devices.

As someone who has five smart speakers in my home, I can testify to their utility and not just to set reminders and tell the time. The smartest of our clients have realized this opportunity and drawn on their research and our partnership to address the five challenges of any new platform.

1. What Does The Audience Do/Want (And Where Does That Intersect With Your Brands)?
2. What Does The Technology Allow (Creating Skills Is No Longer A Specialist Activity)?

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Want Higher Engagement? Form Facebook Groups!

Want Higher Engagement? Form Facebook Groups!

Amid the flurry of industry headlines regarding the Facebook algorithm changes during the first quarter of 2018 emerged a conversation around the renewed potential for news organizations to use Facebook Groups to connect with their audiences. Facebook hosted a small group of journalists at their Austin headquarters during the SXSW conference in March to take a deep dive into Groups and here are some of the learnings from that session:

The meeting began with an algorithm update: As you are likely aware, changes were made to filter out Tag baiting, Like baiting, and Share baiting; all have decreased importance on Facebook today.

The 2018 Priorities for News on Facebook:

- Trusted sources and Informative content: Prioritizing news that people have told Facebook they find informative
- Local news: 82% of people are somewhat or extremely interested in local news on Facebook
- Local + News source = local publisher (per the algorithm)

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Hot Clips: March 2018

Hot Clips: March 2018

March brings late-winter storms and springing-ahead as part of our latest set of Hot Clips...

Boston Blizzard (WCVB, Boston): having some fun with storm fatigue in New England in these Facebook clips - example 1 and example 2

Big Board Weather (Today Show, NBC): using the monitor walls to help organize and tell the big weather story

Traffic Second-Guessing (WFTS, Tampa): why a traffic anchor shouldn't always believe the latest road reports

See Me First (WXIX, Cincinnati): combating Facebook's latest changes, here's a social video showing users how to "See These Posts First"

Don't Make Fun of Us! (WPTV, West Palm): a social video that pridefully discounts a survey calling this state the worst in the nation

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