“So you thought digital changed the marketing rules? I’d like to introduce you to March 2020,” wrote Tina Veon, creative services director at KDKA, the CBS O&O in Pittsburgh. “Not only did our world change, so did how we effectively market our television stations. And, what’s even more fun, we got to reinvent our marketing plans … weekly.”
Perry Sook, Nexstar Media Group’s chairman and president, says the company is dedicating the equivalent of $120 million this year to promote its national newscast, News Nation. How will that money be spent? What media is being used? And what will the creative be?
New jobs posted to TVNewsCheck’s Media Job Center include an opening for a creative services director at Nexstar’s WDAF, the Fox affiliate in Kansas City.
“It’s an honor to look back at the past five decades and reflect on the impact the station has had on the Kansas City area community,” said Kathleen Choal, KSHB’s general manager. Throughout August, KSHB will feature numerous stories and impactful moments over the years, while looking forward to the role it will play in the months, years and decades to come.
Local TV news marketers around the country are continuing to rise to the challenge of working remotely while adjusting their branding messages in these times of uncertainty due to the pandemic. In Seattle, Brent Ayres, the marketing and creative services director for KCPQ, the Fox O&O, said that his station had to retire the station’s entire inventory of marketing messages and replace them with new ones during the pandemic.
New jobs posted to TVNewsCheck’s Media Job Center include an opening for an on-air promotion manager at WSMV, the NBC affiliate in Nashville.
WPTV provided viewers with weather coverage of Isaias for more than 20 hours all while staying safe and socially distanced. Due to the virus, everything from food planning to sleeping arrangements at the station had to be modified.
Local TV marketers are navigating new territory so far in 2020, one few could have seen coming. How did they respond? Fourteen local TV creative services directors shared their thoughts and 42 examples of their stations’ marketing in the 5-part series, The New Us: Local TV Marketing In 2020.
New jobs posted to TVNewsCheck’s Media Job Center include an opening for a multimedia writer/editor/producer for the Scripps station in Phoenix.
Local TV promos that move you, enchant you and convince you of the value of local news are on display here in part 4. It’s a historic moment, and local TV news and its marketing are giving voice to viewers, whether they’re marching in the streets, or searching for answers about COVID-19.