Scott Brady, the creative services director for WDRB, faced a difficult marketing dilemma in September. He had to promote the station’s new 5 o’clock newscast without mentioning the name or showing the face of one of the newscast’s anchors.
Scott Brady, the creative services director for WDRB, Block Communications’ Fox affiliate in Louisville, Ky., faced a difficult marketing dilemma in September. He had to promote the station’s new 5 o’clock newscast without mentioning the name or showing the face of one of the newscast’s anchors.
The new anchor, Scott Reynolds, was well known in Louisville, having 22 years of experience anchoring in the market, albeit at a different station, WAVE. Reynolds contract with WAVE was not renewed and he left the station in early 2019. But because Reynolds’ contract with WAVE prevented him from appearing on WDRB until the actual newscast launch day, according to WDRB, he couldn’t be in any promotion leading up to that day.
Reynolds was announced as the new anchor on WDRB The Five by TVNewsCheck in May.
WDRB The Five, launched on Sept. 16 with Elizabeth Woolsey and Scott Reynolds as anchors. Woolsey has been on WDRB for 22 years.
In October, just weeks after WDRB The Five launched, and going up against established newscasts at that time, WDRB’s 5 p.m. news is rated first in adults 24-54.
“We were No. 1 on the first day and we have been No. 1 ever since,” said Dale Woods, WDRB’s general manager.
After WDRB The Five launched, Brady was free to include Reynolds in the promotion of the newscast.
Is Reynolds one of the main reasons for WDRB The Five’s success? Woods thinks so.
“His experience and very strong social media presence has been a great asset for the 5. The viewers said if he’s on at 5, we will watch.”
Indeed they did. Here is a sampling of what some viewers expressed on WDRB’s Facebook page.
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