Cory’s post a couple of days ago about why “search beats promotion†reminded me of an unintended behavior promos may be encouraging, particularly weather promos. I know weather promos are suppose to get me to watch the news, but for me at least, they simply remind me to check the weather online. Why wait for the 11 o’clock news, when I can grab my laptop off my coffee table? I can’t imagine I’m alone on this. If a growing portion of our audience starts doing this (maybe that’s why late news broadcasts are down 10%), shouldn’t we promote our online coverage, as well as our on-air coverage in every promo? If our promos are reminding people to go online, shouldn’t we at least remind them to go to our websites? Thoughts?
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