The First Days As A Local TV Marketing Director

At the end of my first day as the new creative services director at a TV station, the general manager came into my office and closed the door. It’s never a good sign when they close the door.

“Paul, the promotion manager resigned today.”
“Wow, I didn’t even get a chance to know…”
“That’s not all. The topical writer/producer resigned today, too.”
“Wow, I don’t know…”
“That’s not all. The art director also resigned today. As did the other topical writer/producer.”

What a welcome.

On my first day as the CSD at another station, I met with the general manager. He said, “Paul, you’re probably going to have to fire your entire staff. I don’t think they’re very good.”

Hopefully, your first day as the new marketing director/creative services director at a TV station went better.

In the first example, the general manger pointed out a silver lining. I got to put together my own staff. True, but those first months were exhausting. In the end, that staff I eventually hired would go on to be CSDs at other stations, and the art director I hired is still at the station.

In the second example, the station had gone six months without a CSD. The staff there just needed some guidance, leadership and direction. And someone who believed in them.

Here’s what I would tell the staffs in the very first staff meeting, hopefully, on the very first day.

Attitude is everything. Our mantra is ‘what more can I do to help? My door is always open. Wild ideas are welcome. There is no such thing as over-communication, so we will communicate readily and often. We will respect each other as professionals. If one of you has an emergency, we all have an emergency. You will help each other and leverage your strengths to help others in their weaknesses. I expect you to be creative, and accept constructive criticism.

Although you may have met with some of the staff during the interview or received insight from the general manager about them, form your own opinion over time.

If you’re the new marketing director or creative services director at a station, brought into the market from elsewhere, those first days can seem overwhelming.

Let’s assume for a minute that the general manager and news director have not given you explicit instructions.

Where do you start? What areas of the marketing operations should get your attention? What process should you examine that might yield immediate results?

I would start by examining your fixed, daily promotion schedule on the log for programming episodics and news topicals.

Keep in mind that whatever daily fixed inventory you have and how it’s being used, you inherited. It can be changed, modified, tailored to reflect your plan for success.

DAYTIME NEWS LEAD-IN PROGRAMMING
I like to think of the programs that lead into your early evening news and your late night news as beachheads. So I would look to drive viewers to those programs. Increase viewership to those programs and hold them into your newscasts.

So if Ellen leads into your 5 o’clock news, promote it 2 to 1 over any other day time program, depending on how much fixed inventory you have.

Covert any 30-second fixed programming spots into two 15-second spots and bookend them in the break.

The first 15-second spot can promote Ellen, and the last 15-second spot can promote whatever network entertainment program leads into your late news, or promote your access programming.

LATE NEWS LEAD-IN PROGRAMMING
Even though your station participates in the network entertainment swap, try and give whatever network entertainment program leads into your late news extra promotion, starting with your early evening newscasts.

Again, consider splitting any 30-second fixed programming spots into 2 X 15-second spots and bookend them in the break. The first 15-second spot can promote your access program, and the last 15-second spot can promote whatever network entertainment program leads into your late news.

NEWS TOPICALS
I believe that the closer your news topicals air to the newscast, the more effective they’ll be.
I know some stations air news topicals for their early evening news or late night news hours before the actual newscast. I question the value of that. So look to see when your news topicals air.

The later they are written and produced, the more chance they’ll include content that is actually in the newscast, giving you more material to showcase. And the closer they air to the start of the newscast, the more effective they’ll be.

Remember, create a thirst for news. Make viewers feel as if there is a lot going on, and your station appears to be everywhere covering it.

Now, on the second day….

KLKN, Standard Media’s ABC affiliate in Lincoln, Nebraska (DMA 107), Nebraska’s Trusted News Source, is looking for a Topical Producer to join the Creative Services Department. A Topical Producer at KLKN-TV will be primarily responsible for the writing of news topicals throughout the week. Production involves coordinating with the news department to develop teasable content that will drive viewers to early and late evening newscasts. Click here for more specifics and how to apply.