When KWWL realized its market had a racial disparity problem, it addressed it head on. “We were greatly disturbed by this ranking and wanted to do something about it,” said Mike Cunningham, the Quincy Media NBC affiliate’s marketing director. Viewers were impressed. “We are blessed to have the caliber of journalists we do in our market,” said one.
When it comes to local TV marketing and creative services, I can’t tell you how many times I get called by stations asking if I know of a writer/producer or a creative services director I can recommend. So based on my experiences as someone who’s hired quite a few people at the local TV level in marketing, and as someone who was a front-line writer/producer, creative services director and broadcast group VP of marketing, here are some thoughts about how stations should retain and recruit.
This spot isn’t really about snow at all. I like this spot because it didn’t resort to scary news footage of snow. Instead, its simple studio production using fake snow and happy meteorologists dovetailed with its message.
A 23-year-old was killed in an industrial accident. Her employer had intentionally disabled safety features on the press she operated, and was fined just $6,300. WPTA’s investigation revealed that the fines for death on the job in Indiana were so low, “it doesn’t cost that much to kill someone.”
On Sept. 6, WKOW teamed up with the Wisconsin Chapter of the American Red Cross to hold a live telethon that raised almost $130,000 for flood relief. “This disaster hit us hard here at home, but our viewers and community organizations still stepped up to help their neighbors,” said Ed Reams, WKOW news director.
A local photographer and her work bring comfort and joy to the families of children who face serious and sometimes terminal illnesses. When WPTA aired this special, viewers were touched and flooded the station with comments like this one: “This was one of the best things I’ve ever seen … truly. Loved and appreciated every minute!”
If you picture yourself as a leader, a visionary, someone with versatility, diplomacy and most importantly, creativity, listen up. A family-owned media company needs a marketing director for its Emmy-winning news operation. Great company, quality station.