Often in Market Share we bring you success stories about stand-alone local sales promotions—special events or program segments that deliver a nice chunk of change.
Ideally, these promotions bring incremental revenue from new advertisers who stick around and become long-term clients. But while bonus ad dollars are nice, but they ignore the larger challenge, namely how broadcasters can grow their core business in the face of ever-increasing competition and audience fragmentation.
Gannett’s KARE Minneapolis thinks it's found one way—by regularly expanding news coverage onto the station’s Web site. “We no longer call ourselves a television station,” says Cindy Chapman, KARE’s executive producer of integrated media. “We’re an ‘information center’—on air, online and on mobile.”
http://www.tvnewsday.com/articles/2008/05/05/daily.6/
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