Jay Yovanovich

A new marketing campaign from KING Seattle features viewers who have a strong affinity for its morning newscast. Jay Yovanovich, KING’s marketing director, says viewers reached out to the station to say they love watching the broadcast.

Both KXAN Austin, Texas,  and KING Seattle have made investigative journalism the foundation of their branding. But what about the reporters who do the leg work? What’s their take on the stations’ branding?

Two TV stations — Tegna’s KING Seattle and Nexstar’s KXAN Austin, Texas — are using investigative journalism to differentiate themselves from their competitors. How do they make the station’s intermittent investigations into a reason to watch their news all the time? And is it successful?

KING launched a refined brand messaging campaign prior to the February sweeps period, reinforcing the mission of KING: finding the truth for all Northwest communities. “Our organization conducted brand workshops to find our strengths and truly define how we cover news and what we’re passionate about,” said Jay Yovanovich, KING’s marketing director.