Stations Search for Gold In a Post-Newspaper Landscape – Broadcasting & Cable

Cover Story: Stations Search for Gold In a Post-Newspaper Landscape – 2009-05-02 06:00:00 | Broadcasting & Cable.

Smart TV stations will fill the void from newspaper cutbacks
Smart TV stations will fill the void from newspaper cutbacks
Few could have predicted how swiftly newspapers would go from being an integral part of people’s daily routines to tottering toward obsolescence. As major markets such as Seattle and Denver have said goodbye to well-established dailies, and the likes of San Francisco and Boston ponder a future without papers that are almost as much a part of the regional landscape as the Golden Gate Bridge and Fenway Park, local television executives are studying what new prospects await them in a paper-free world. There’s lucrative opportunity to reach out to former newspaper advertisers and, perhaps even more significant, there’s a chance to become a more trusted source of local news.

“Where there’s a void, a well-branded TV station will fill in as a news source,” says Hearst-Argyle VP of News Brian Bracco. “We have tremendous brand loyalty, and have to follow up and make sure we’re covering news the way we should in our communities.”

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One thought on “Stations Search for Gold In a Post-Newspaper Landscape – Broadcasting & Cable

  1. My experience (30+ years in advertising and promotion) has been that TV was the favored and most effective medium as compared to newspapers. But, there are people who like to read the newspaper, and what will TV news networks do when they can’t refer to an article in the newspaper?
    Hopefully there will still be a place for newspapers in the future and what will be the future of TV? Many of the TV shows are targeting 18 to 34 but the baby boomers have the money!
    Will TV go the same direction as newspapers? I think TV needs to wake up and carry more programming that targets 25+.That’s why I’m producing a show titled Rock Till Ya Drop. Your thoughts?

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