AR&D Reinventing Local Media

Now that I have your attention. It struck me today that I have pretty much lost interest in following - not only the local news in Dallas, where I live, but also the national news too. The reason is simple - and it is something I’ve been hearing from viewers for a decade or more - Television news is just not relevant to my life. I am not getting enough of a return on the investment of my precious time to fit it into my busy days.

Here’s my situation regarding television news. The local newscasts continue to focus on crime - I, fortunately, live in a quiet neighborhood where the terrible things I see on the local TV news pretty much never happen. Then they give me the usual allotment of politics, and other - to me - lesser interest items that once again have little relevance to my life and family - but fill the space between the commercial breaks. As a very insightful friend of mine noted - first they scare the hell out of you -and then they give you puppies. Think about it! That describes local television news.

And then there’s the national half-hour dinosaurs offered by NBC, ABC and CBS. If I hear another story about the fishermen in the Gulf it would be too soon. I get it. I feel sorry for them. But -give me some fresh news. So the guy who got bounced out of BP received a multimillion dollar pay off. Well, duh! Happens all the time. The stock market went way up or way down too - yeah, already knew that I get a text to my cellphone when the market closes and breaking news alerts on my mobile from CNN.

Wow - as I write this I am surprised at the venom coming out. I guess that I have finally become the perfect consultant - I TOTALLY understand where television news customers stand - and apparently I’ve become one of them! I am plugged in all day on my mobile, my iPad, my laptop and my national cable channels. I know what the news IS - now would someone please tell me what it all MEANS TO ME! If you don’t, I’ll just have to dig into the stories that interest me by plugging into the Internet. And, I can get the info on my time - don’t have to wait for a scheduled newscast time.

So, from this day forward, I vow to push my client television stations even harder to become more relevant in their markets. To be fair - and I am most likely more than a little biased here - many of my clients are striving - and most days - delivering newscasts that are meaningful and relevant to their customers. Many of them understand what their customers are saying in the research we conduct in their markets - and are crafting their newscasts to meet those needs.

They have become advocates on behalf of their customers - holding the unreachable (for the average person) politician or official accountable; asking demanding questions to get answers that their customers seek - but again have no access to get them; and explaining the news and how it affects people in their market. Do they do it in every newscast, every day? Of course not. But they are reaching for that goal - and it is setting them apart from the competition. As I reflect, I am proud of my beloved clients efforts to become viewer advocates.

Maybe that’s why I enjoy watching their newscasts on the Slingbox more than the local channels where I live? But beware beloved clients - after today’s epiphany I will be pushing you harder than ever to become totally relevant in every story in every newscast! That’s a promise from your most critical viewer!

Jim

If you are a regular reader of this blog you are well aware of my disdain for the unscientific ratings monopoly that is Mother Nielsen. So, imagine my shock and awe when I saw an article in something called “Media News” today that showed the ratings juggernaut is in agreement with my Baby Boomer demo campaign.

I have been advocating for years that television advertisers - and NSI - must jettison their pursuit of the 18-49 or 25-54 demo and go after the real spenders - that huge Baby Boomer bubble. Well, “Media News” reports that Nielsen is now saying that by focusing on the younger demos - “advertisers and consumer goods manufacturers are overlooking a group that has tremendous buying power.” The article says “There are an estimated 78 million boomers, where the oldest are about 64 and the youngest around 46, meaning they are about to age out of the advertiser-coveted demos.”

Eureka! That has been my very point for years. Check out my blog from June of 2008 (”Change the Key Demo to 30-to-60″), or my blog from August of 2009 (”C’mon move that key demo to 30-to-60″). I wouldn’t expect Nielsen and I to agree totally on some issue - but we are close on this one - I say the key advertiser demo for TV should be 30-to-60, Nielsen is now advocating 46-to-64.

We are in total agreement on the spending power of those Baby Boomers. They have all the disposable income - and there are 78 million of them between the ages of 46-to-64. But, NSI estimates that less than 5% of all TV ad dollars are aimed at those aged 35-to-64.

So once again I climb on my soapbox - this time with the backing of Nielsen - and say, as I did in 2008 and 2009 - TV groups and general managers need to join together to move that key advertising demo to 30-to-60 year-olds. Your bottom-line will thank you for it!

Oh - and if Mother Nielsen and I agree on something - can world peace be far behind?

Jim

For years we have all known that no story is really a national story unless it occurs east of the Potomac. That is certainly proven once again this week because - OMG! - it’s hot in New York City! It makes me laugh to watch the national news media fall over themselves to talk about the “dangerous heat” that is sweeping the East Coast.

I happen to live in Dallas where it has been in the high 90’s - and OMG! - even reached 100 degrees a few times already this summer. Amazingly we all survived - and the national media failed to swoop into town to breathlessly report on the “dangerous heat” we were experiencing.

In fact, there have been many cities throughout the Midwest that have flirted with - or actually dipped over 100 degrees - this summer. But there was no national correspondent standing on the dust swept streets in Kansas to warn us how to protect ourselves from the oppressing temperatures.

Of course, it is the same story with flooding which gets short shrift on the national newscasts and channels - unless it affects the suits at the networks. Then it becomes BIG national news. I see it, and chuckle to myself. And they wonder why those East Coast-centric national newscasts continue to lose relevancy with the viewers across America. Duh!

It reminds me of the time I spent as a news director in Buffalo back in the day. It was a few years after the big Blizzard of ‘77. We noticed that winter never officially started anywhere in the country - until we had a blizzard-like storm in Buffalo. The national media would come to town and make a big deal out of it - Buffalonians would laugh at the coverage - and get back to their shoveling and plowing - comforted by the knowledge that once again they had helped the country officially move into the winter snow season. It was our civic duty apparently.

And so it is - now that the East Coast has reached sweltering temperatures - the summer heat season has officially begun. That’s good to know.

Jim

Once again this May ratings erosion was the bane of many TV markets across the country. A number of stations jumped to #1 simply by losing fewer viewers than the competition. Now there are reasons for this - many more newscasts to choose from in numerous time periods, the Internet - and what I believe to be the main culprit - newscasts that are simply not relevant to the audience.

Too many newscasts just continue to fill time between the commercial breaks with the same meaningless stories they have been chasing for decades. I reviewed the morning newscasts from all the stations in a major market recently - five days worth - and the only “overnight news” was one-on-one crime. I couldn’t tell you what any of the stories were about - but I have an imagine of darkness broken only by yellow crime tape video and flashing blue lights on police cruisers seared into my brain. None of the stories were relevant to 99% of the morning viewers.

As we head into the dog days of summer, I encourage you to step back from the daily grind - and assess your news coverage. Check it against this list based on thousands and thousands of discussion with local TV news viewers.

Viewers keep asking for:
— News that affects their lives
— A balance of positive news amid all the gloom and doom
— Context – what does it mean?
— Less crime – they feel safe
— A return for the investment of their very precious time

Most local TV newscasts keep giving them:
— Content that has little or no effect on their lives or families
— Gloom and doom
— No context just one disconnected story following another
— More meaningless one-on-one crime
— The same few stories from newscast to newscast – so why tune in?

So, grab some time with your news managers and producers and review a week’s worth of newscasts from all time periods. See where you fall on the “desires” versus “delivery” check list. And then create a plan moving forward to make your newscasts relevant to viewers on a day in, day out basis so they feel compelled to invest their precious time in your newscasts.

Jim

With some trepidation, I made the switch to an Apple MacBook Pro laptop in January of this year. (if you can call a computer with a dazzlingly-clear 17-inch screen a laptop). There was a bit of a learning curve - but I was amazed by two things: How intuitive the Mac was, and how terrific the Apple One-On-One trainers were.

As I spend my sixth decade roaming this earth, I wondered how difficult it would be to learn a whole new language, and way to use programs on a Mac. The answer - incredibly easy. First off those Apple trainers made it very comfortable to learn the Mac way. We met at the Starbuck’s Store near the Apple Store in the mall - the relaxed atmosphere matched the trainer’s demeanor. They had me up and running with confidence after just a few sessions.

But the most amazing experience in my switch to a Mac was how intuitive it is compared to my old PC’s. The programs make sense, using them is very easy, and the computer “learns” email names and actions that I tend to use the most often and creates shortcuts to make my life easier. It was a very smart move to a Mac.

So, last week I get an iPad. Here we go again - another new device to learn. What a piece of cake. Once again I am highly impressed with the Apple geniuses who designed and built this wonderful device.

It starts with registering for 3G Wi-Fi service. It is as easy as turning on the iPad, answering some questions, giving them a credit card online - and BAM! (to quote John Madden) - I was in business.

They don’t give you any other instructions - or a manual - which is kinda scary for a guy who is used to relying on printed advice when learning something new. I guess they want you to explore and customize the iPad for yourself. (Truthfully, this week I found a manual online and it has helped answer some questions as I try to dig deeper into the nuances of the iPad).

The App store is a magical place. It has something like 20,000 apps to choose from - many of them absolutely FREE. I explored the site, and downloaded about a dozen of them in an hour or so this week. I was most impressed with a new free app from The Weather Channel. It has a wealth of local weather info, radar and maps that will challenge every local TV station website for information and customization.

I guess, as I think about it, I have had a little slice of Apple for quite a few years - with about 16,000 songs on my iPod. But that is an antiquated device compared to the MacBook Pro and the iPad.

So - go ahead take a big bite out of the Apple. It’s a darn satisfying experience.

Jim

I’m not sure when it started - but it has spread seemingly to every station in every market in America. “It” is the penchant for reporters to say - “Monday night” in their packages - when IT IS Monday night. Why are you confusing your customers?

I’m sure some consultant will be blamed for this stupid idea - but I have been on a one-man crusade to stop this crazy practice. Alas, I have failed miserably.

I’ve been told the idea is to make the story make sense on the next day’s morning newscast. That’s great, but why sacrifice today’s newscasts to make the context right for tomorrow?

I may be slow - but when I hear someone say “Monday night” - and I know it IS Monday night - my brain pauses to say - “does he mean last Monday or tonight.” While this crazy idea usually only surfaces during late newscasts - I actually saw it used during a 6 p.m. newscast last week on the East Coast.

So - I beg producers and news directors everywhere to put a stop to this crazy idea. If “tonight” is important to the context of the story - have the reporter say it. I believe that in 99% of the packages it is NOT necessary. Here’s an idea: Write the anchor intro to let us know it happened tonight - and then they can do the same thing on the morning newscast the next day.

Let’s put an end to this customer confusing practice right now!

Jim

“Don’t know” is not an acceptable answer by television news directors when it comes to multi-media platforms. But that became very clear during Bob Papper’s excellent presentation at the RTDNA convention.

It astonishes me that about half of the TV news directors in the survey “didn’t know” what the traffic was on their TV station website. Another 43% “didn’t know” if their TV website was profitable. Those are unacceptable answers if you hope to reach your viewers on multiple platforms - something you MUST do to survive in the future.

How about training your news staff - assuring that they know and understand the rapidly changing online and digital platforms? Well, 5% of the TV news directors said they “didn’t know” if anyone was training their staff. Another 14% in the RTDNA survey said they “hoped the staff was keeping up” with those trends. Hoping? That is not a strategy. TV news needs leaders not managers. If you are not leading the online/digital charge with your staff you are not the news director of the future.

This is especially important due to another finding that Papper explained at the convention. 48% of the TV news directors surveyed admitted they “have a long way to go” when it comes to training, educating and getting their staffs interested in producing news across multiple platforms. On the positive side - another 38% said they were producing news across multiple platforms. But that means almost 60% of you are getting left in the digital dust!

The survey did notice an uptick in the number of stations using Multi-Media Journalists (Papper referred to them as One Man Bands). 32% of the news directors say they are “mostly using” MMJ’s - up 10% over last year. Another third of the stations are using “using some” MMJ’s. But 21% said “not much.” There is one encouraging sign - while 18% say they “do not use” MMJ’s - that number is down from 29% in 2009.

So - where is your news department on these issues? If you have no idea about your web traffic - that should be job one. Do a personal assessment on where you stand on these questions. If you are on the wrong side of the answers - you need to get onboard right now!

Jim

“If it bleeds, it leads” is an old local TV news chestnut that is as far out of touch with today’s customers as black and white video - yet across the country you keep doing it over and over. And then, you wonder why fewer people are watching local TV news, and why your newscasts are not relevant to your viewers anymore.

I have been involved in numerous research projects this year - both telephone and online studies - and one message comes through loud and clear from your customers in every part of the country - they feel safe. They also rank a “crime focus” at the bottom of their interest list. So why do so many local TV newscasts persist in their pursuit of meaningless crime stories?

Well, my observation is that many producers - and news managers - feel it is “hard news.” They are always looking to lead their newscasts with “hard news.” That is very misguided. I have been telling my clients for years that viewers have no interest in one-on-one crime but they continue to lead newscasts with it - and then wonder why their newscasts are not relevant to viewers. Let me say it again - Viewers simply do not care if one unknown person stabs, shoots or kills another unknown person. It does not affect their lives. It is not “hard news” to your customers.

Now, there are times, of course, when crime news is very relevant to viewers. If their is a rapist on the loose in one part of town - that affects a lot of people wondering if they could become a victim. Put it in perspective, use a map, and let them know what to be on the lookout for. A crime that viewers can identify with can be relevant to your viewers. A few weeks ago in Dallas, a mother of two was simply enjoying the sun, sitting on a bench in a park, when a mentally unstable person stabbed her in the back, severing her spinal cord. She is now paralyzed. That is a sad story that captures an emotion - anger - in your viewers.

But the message here is simply this - a daily dose of one-on-one crime, perp walks and other mayhem leading your newscast is a turnoff to your viewers. Their concerns these days are economic issues, politicians wasting their tax dollars, and someplace to take the kids this weekend.

The other problem is that producers string these crime stories together - one after another - because they feel similar content needs to be lumped together. That results in newscasts with 5-to-6 perp walks and guys in court in orange suits droning by - becoming a blur of irrelevant content. The next move by viewers is “click!”

So - knock it off already unless you want viewers to continue to watch less and less of your local TV newscasts.

Jim

It was the most bizarre thing I have ever seen in a newsroom - and that’s saying something as I have visited literally hundreds of stations in over 150 markets during my two decades with AR&D. “It” was an ugly bobble-head doll that lives in a coffin-like box in a newsroom that will remain anonymous to protect the guilty.

Take a look for yourself - this strange idol apparently has the power to turn an extremely slow news day or two - into one that is teeming with local breaking news.  All you have to do is take it out of the coffin - and Boom!

I saw this little monster in action recently.   The assignment manager removed it from deep in a secret cabinet so I could get a look at it.   He opened the coffin-container and began to take it out so I could get a close look - as the assistant news director warned him not to do it.   I laughed at the strange looking doll - until the next morning.  The assistant news director warned of a heavy dose of breaking news to come quickly our way - and she was right!

It started with a fatal house fire early in the morning.  Then a few hours later they evacuated a large portion of the downtown business district as a worker cut through what he thought was an old water pipe.  It turned out to be a very much alive natural gas pipe - that fortunately did not blow up.   By noon - a half dozen big local stories had broken all over the market.   I stopped laughing - it looks like there really is something to this scary “news god.”

I was talking to another station employee who told me that she had touched the “news god’s” head when she first met the idol.  Once again - there were warnings - don’t ever do that - it brings snow!  Sure enough, she says, four inches of snow hit the ground the next day.   Shazam!

So, count me in as a believer in the “news god.”  Here’s my question - do you have such a little monster in your newsroom to conjure up breaking news on slow news days - or are there some other superstitions that come into the picture with the same result?  Let me know - and I’ll share them with all of you.

Jim

Most folks who watch TV programs online seem to be forgetful types.  Nielsen says these customers either forgot to watch a favorite TV program, or forgot to set their DVR to record it.  12% of them are sneaking a peek at work - watching a program online in their cubicle - we can only assume this is during lunchtime. LOL!

Nielsen reports that 54% of people who watch a TV program online forgot to watch it on their television set when it originally aired.   Another third of these users forgot to set their DVR to record their favorite program when it aired on TV.

They also use online viewing of TV programs to catch up because they missed a large number of episodes (47%), or to catch up on episodes from a previous season before the new season begins (33%).   Another 18% use online viewing to watch an episode they missed because someone else in the household was watching another program at the same time as their favorite show.

Interestingly, the Nielsen research shows that viewing TV programs online is a solitary activity.   Half of the people say they “never” watch these online TV programs with another person.  Another 35% say they “rarely” view programs online with another person.

Here is another interesting - but not surprising - nugget from the NSI study.  While Hulu gets a lot of publicity as the place to watch TV programs online - they are blown away by You Tube.   Hulu had over 600,000 video streams of TV programs during January - but You Tube had 6.6 million streams.  You Tube streams grew by 3 percent over December- while Hulu was flat.   ABC television had a little less than 130,000 streams - but that was an increase of 71% from December.  The third place site - Yahoo - had a little over 221,000 streams - a drop of 9%.

The total streams - for all online sites - is impressive at 11 billion for the month of January.  That activity came from just under 143 million unique users - a jump of 5% from a year ago.  These folks spent an average of just over three hours online each time they viewed a TV program.

Jim