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

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

Entrepreneurship in Media

I'll put in a shameless plug here for my alma mater - the University of Iowa School of Journalism. http://www.uiowa.edu/jmc/  Like every other journalism school in the country, it is trying to figure out what it should be doing to educate future journalists.  Some have written that classic J-school education is pretty much dead.  I don't buy it.  But you do have to be relevant.  Courses on how to create a printed newspaper don't have a great future. What parent is going to pay tuition to teach their kid the skills of headline writing? 

At a recent meeting at Iowa we discussed a word that hasn't always come up in journalism circles: entrepreneurship.  Journalists are going to have to get better at it if they want to create their own future and work in the profession.  Local television stations need to take the hint, too.  Our world is often hesitant or even resistant to nurturing "start ups."  After all, doesn't it detract from the mothership - the local station's newscasts?  More and more, I see entrepreneurial efforts starting to grow.  Fisher Broadcasting's localization of news on the web is interesting. http://www.komonews.com/communities   Meredith is experimenting with online obituaries. http://www.obitmichigan.com/   Local journalism is finding a new home in online efforts like MinnPost, Chi Town News, and Baristanet.com.  The journalism dean at CUNY's grad school has a great piece about where his graduates are finding work:  http://www.journalism.cuny.edu/2009/12/16/deans-corner/
All these experiments start out as a big idea.  And like most ideas that grow, having solid market research information can speed growth and prevent mis-steps.  Trial and error can be reduced, and profits can come quicker if you understand the market.  We think CJ&N can play a big role in local news becoming more entrepreneurial. 

One item I heard at Iowa gives me a lot of hope for the future.  A group of students is writing an iPhone App for the ABC News investigative unit as a class project.  (Brian Ross is also an Iowa alum.)  No more green eye-shades in this crowd - just the bluish glow of a screen. 

John Altenbern