In the absence of research to point the way, sometimes creative services directors have to rely on their own instincts to decide what part of the station’s news coverage to promote. In that case, go with your strengths — your weather coverage is always a good idea and experience always has value. I have no […]
In the absence of research to point the way, sometimes creative services directors have to rely on their own instincts to decide what part of the station’s news coverage to promote.
In that case, go with your strengths — your weather coverage is always a good idea and experience always has value.
I have no idea if this new weather promo from WKBW, the Scripps-owned ABC affiliate in Buffalo, N.Y., is the result of research findings or not, but it hits the mark on all three factors.
“We have the largest and most experienced weather department in the area,” says Sue Dobmeier, WKBW’s director of creative services, “and they’re all from Western New York. It’s an important aspect of our weather coverage to showcase that.”
I like the clever use of Photoshop to include the meteorologists’ names on the real town signs.
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