Targeted Studies the Trend in Media Research

It makes sense. The trend we're seeing away from looser, broad "everything" research to tighter, more focused studies targeted to specific issues. For example: how to recruit the early evening cable news audience to local news; messaging on the Web or in text alerts to recruit viewers to local news; which kind of topical promotion works best for each night's specific primetime lead-in audience; content that's most appealing to "information seekers" in the morning... to name a few.

Station budget constraints are part of the reason for the trend, but changing lifestyles are too. Viewers today are time starved but plugged into technology. So they're more willing and able to view a sample of the newscast, or new anchor candidates, or a different promotional approach... give their opinions and move on.

And the great thing about it is stations seem to be more focused too. They take their results and zero-in on a time period or one goal, like launching a new image campaign, or even targeting one segment of the audience. Many see immediate results. The more focused the study, the more specific the findings, which makes the tactical decisions easier for stations.

Yes, I'd say it's a positive trend. That doesn't mean stations shouldn't still measure the competitive environment of their markets or ask big picture questions. Effective positioning in today's media world is more important than ever. But if you want to focus on an issue and see a real return on a small investment, try one of our small, targeted studies. If I had to give it a name, I'd probably call it CJ&N Pinpoint Research. Hmm. Maybe not.

- Mary Beth Marks

Trucks, Pigs and Local TV News

There were two odd developments recently in the "branding" world that caused me to say, "Huh?"

Chevrolet issued an internal memo to employees telling them to stop using the shorthand name, "Chevy."  The author claimed the car company needed to have a single brand identity that was consistently communicated - Chevrolet.  When the memo leaked out, all those Don McLean fans from the 1970s howled.  How can you drive your "Chevrolet to the levy"?  Isn't this the company that famously built a model called the "Chevy II?"  After 24 hours, the company retracted the memo, saying it was proud of its "Chevy" heritage.  In other words, "never mind."  It was a bad idea from the marketing department. 

At almost the same time, here in Iowa the pork producers decided it was time to move on from their famous tagline, "The other white meat."  They're looking for a new brand identity after almost 30 years and with sales of pork sinking lower than the proverbial hog's belly. 

A "brand expert" made the comment that the pork producers were abandoning one of the most identified marketing messages ever created. His argument:  brand messages are a connection with consumers, and not intended to lead to actual sales. 

There are a couple of lessons here for television people like us.  Why would you ever want to get away from a nickname that is the audience's most sincere form of flattery?  In some markets, the vernacular is to refer to stations in some "shorthand" fashion: 'PVI is definitely Channel 6 to people who live in Philadelphia.  No one (even Chevrolet) should want to stamp out that sort of reference. 

But does a slogan or tagline need to change if ratings are sinking like pork bellies?  Maybe.  Something is wrong if you are losing customers and your competitors are gaining, but it probably goes a lot deeper than the slogan itself.  I don't know that saying "Chevy" or recognizing the "other white meat" slogan will sell more cars or pork ribs, but discarding well recognized taglines and slogans shouldn't be done lightly. 

As we've said in research presentations, when a slogan is evaluated and found to be weak, you can certainly change it - but recognition for the new slogan will be exactly zero. A new slogan by itself won't raise ratings.  Giving slogans real meaning and emotional value for the audience is a tougher, but more rewarding proposition. 

Someone tell GM and the pork producers they need to scratch below the surface and get to the meat of the issue. 

Don't Be a Railroad

If you've ever taken a marketing class, then you probably know the example about the passenger railroad industry and how it contributed to its own downfall by defining itself too narrowly (Marketing Myopia, by Theodore Levitt). It continued to focus on being in the railroad industry rather than the transportation industry. It didn't evolve and adapt to a changing world.

It's time to drag that example out again and apply it to local television... well, any media really. Are you in the local television business or are you in the business of providing local information? It seems as if many stations are still narrowly defining themselves, and then have a few things going on the side - like a website or cell phone delivery. These things are seen as separate add-ons.

But if you want to survive this technology/media revolution, it's going to take full integration and an all out culture change. Survival in the future (right now, actually) will require embracing a broader consumer-focused definition. Now... who's still working at a television station?

Brush up on Marketing Myopia and why it's so deadly to your business by reading this article. http://management.thinkahead.net.in/marketing-myopia-definition-example-and-explanation-theodore-c-levitt-theory-of-marketing.html

-Donna Petersen

Local TV News a Commodity? Not hardly.

There's a lot of conversation, consternation and doomsday warning out there that local television news has become a commodity much like bath soap, airlines and athletic shoes (although those examples are arguable as well). The premise is that all newscasts are basically the same and your only path to success is through marketing. I have spent my entire career in marketing and as much as I'm flattered by the importance this train of thought places on what I do, I disagree with the premise. And here's why.

Successful local television newscasts are far from being a commodity. In every one of them, there is something in the newscast that is different and appealing. Whether it's talent, unique content elements, and/or presentation style, there are product differentiators that marketing alone cannot create or sustain on its own. One could argue, if all local newscasts are the same (a commodity), then the biggest determining factor for success should be lead-in programming. While we all know lead-in programming is important, how do you explain all of those markets where the highest rated 5:00 p.m. newscast does not follow Oprah, or the highest rated late news is on the NBC affiliate?

Along with the theory that all local television news looks the same, comes the warning that local news promotion also looks the same. And, therefore, news marketers need to take lessons from consumer goods advertising - how a commercial for a brand of bath soap separates that brand from the rest of the pack, or how an athletic shoe commercial created brand loyalty. First of all, there is danger in looking at one commercial out of context, in isolation and drawing vast generalized conclusions about its effectiveness.

Second, let's face it; television news is different than consumer goods. It's easier to purchase than soap or athletic shoes - you don't have to get in your car, drive to the store, and look at an endless display of similar products, relying on distant commercial images and product packaging to make your buying decision. Also, unlike all other consumer goods, our television advertising (promotion) is able to give consumers a real taste of our product, something other television advertisers cannot do with their commercials. That's why they have to rely on other advertising techniques to connect with consumers, hoping the consumer will remember them when faced with an opportunity to buy their product in the future. A television ad can't let you sample how good that Keebler cookie tastes, or how comfortable those Dr. Scholl's inserts are, but your promos can actually let them sample your newscast.

In addition, we have to remember that unlike the purchasing process of most other goods and services, our customers have total control and can stop the process anytime they want. You buy a car; you're stuck with it until you can sell it. But if you tune into a newscast that doesn't fulfill your expectations or desires, you change the channel, you stop the purchase mid-stream and the station loses a customer. It's as simple as that.

Finally, it is important to recognize that the success of local news is defined by repeat customers and not by a single purchase. Viewers have to like what they see (your product) and come back for more. There hasn't been an image promotion created yet that will make viewers sit through a lousy newscast for a full 30 minutes, AND come back tomorrow.

That's why the emphasis on the product is so important. Research your market, find out what viewers want, create ways to differentiate your product, and then deliver...every single day. And finally, recognize that an important goal is REPEAT CUSTOMERS. You can't promote what you don't deliver, and can't trick viewers into watching... not more than once.

-Dave Tressel

Local TV: A Common Currency

Like almost everyone, I've been watching those dramatic Olympic stories play out on TV. 

What's happening in Vancouver has become the "common currency" of a lot of conversations.  Did you see those snowboarders?  Is the Russian ice skater a sorehead?  Did you see that skier fall as he crossed the finish line? 

Much of America is watching NBC each night, according to Nielsen.  You might say, "Well, this is the Olympics - what do you expect?"  Ratings will likely disappear when the games are over.  But television networks - and television in general - still have the power to command a mass audience with the right programming.

It's a fact that seems often overlooked in the discussion of the new media landscape.  Much of our industry's attention seems to be directed towards the "long tail" - those incremental increases possible by satisfying the needs of a niche audience.  There certainly can be a business in becoming a news source for a neighborhood, for example, or a particular demographic like young mom's or retirees. 

But some local television newscasts are still that valued place where people come to see what's going on in their area, or to learn when the next storm is expected.  Real substitutes are few.  With the right combination of content, personalities and unique style, local television stations can command the attention of a very diverse and large audience in a geographic area. 

Research shows us that more people each day watch local newscasts than download a video or visit one of a million websites. Sure, there's business in niche websites and narrow demographic targeting, and we certainly face more competition than ever before.  But compelling and relevant stories that appeal to our unique geographic audiences never go out of style. 

Maybe we should think less about chasing every stray set of eyeballs and more on how to make local television less boring and predictable.  Your station can become the "common currency" in your market.  You can win the gold if you're willing to make the commitment. 

- John Altenbern

Frank Magid... Another Side of the Man

You probably have heard of the passing of Frank Magid. Every member of the CJ&N team is a veteran of the Magid company.  His death naturally brings back a lot of memories for all of us, but especially for CJ&N Partner Bruce Northcott.  Here are Bruce's thoughts on Frank:  

You learn a lot about a guy working at his side for twenty years... most of that time I was president of "Frank's" company. I can't count the number of people who've asked me to say something personal about Frank since he died last week. I've resisted until now.

At the heart of Frank's success was his curiosity. About human behavior and TV, of course. But it went well beyond that. How about wooden boats? Or ancient nearly forgotten cultures? You bet. And what about all those great hide outs like Wilson, Wyoming?  St. Mary's Point, Minnesota? Or Long Island, Antigua? Sure.

I'll never forget the long walks (forced marches, actually) across Manhattan, San Francisco, the Tetons or even Las Vegas... part of it was his dogged fitness regimen, but most had to do with his wanting to get a closer look at the people, places and things along the way. Really, it was about his curiosity. Frank always had another question or two no matter the topic of conversation... shoes, wine, government. He was fascinated by, and wanted to know more about, just about everything.

That's what I'll remember about the guy. Not the TV stuff. Not the pressure to build "Frank's" company. Not the struggles to recruit people to live and work in Marion, Iowa. More than anything I'll think of his seemingly insatiable curiosity that was at the heart of his genius.

It was tough to break up the way we did, but there was even good news in that. It lead to the formation and success of CJ&N 12 years ago. So, thanks Frank, for teaching me a little bit about TV and a whole lot about the sort of greatness that can come from a healthy vigorous curiosity. 

- Bruce Northcott