ShopTalk | TVBiz How to Write a Great Weather ID By Graeme Newell on Apr. 21, 2010 - 12:00 AM In past articles, I’ve talked about how to write a great news ID, but what about weather? Just as with other short promos, there is never enough time to properly convey the intricacies of complex weather coverage in a short ...
ShopTalk | TVBiz How to Write a One-Sentence ID By Graeme Newell on Apr. 7, 2010 - 12:00 AM In last week’s marketing tip I showed you how to write a great news ID using two short incomplete sentences. But what’s the plan when you have even less time to describe your coverage? Many shops require a time and cha ...
ShopTalk | TVBiz How to Write a Great News ID By Graeme Newell on Mar. 31, 2010 - 12:00 AM In the teasing world, three to five second IDs are always the most challenging promos to write. How can you convey the best stuff from your story in such a short amount of time? When you break down the elements of a great ID, it h ...
ShopTalk | TVBiz Hanging On to a Lead-In Audience By Graeme Newell on Mar. 24, 2010 - 12:00 AM The promo slots at the end of primetime are unquestionably some of the most important moments of the entire news day. The viewer is just minutes away from the newscast. If you can get this huge audience to hang around just a few m ...
ShopTalk | TVBiz Research Questions for Meaningful Change By Graeme Newell on Mar. 17, 2010 - 12:00 AM You’ll probably spend a boatload of money on that next research survey, but are you getting data that will truly motivate change within your organization? Are you getting the standard template questions used by every station ...
ShopTalk | TVBiz The Dangers of Building Brands on Oversimplistic Research By Graeme Newell on Mar. 10, 2010 - 12:00 AM Turn on early morning television these days and you will find a zillion lawyer ads. Almost all follow the hackneyed lawyer ad script just like this ad, “Trust us. We will fight for your rights.” But this morning I saw ...
ShopTalk | TVBiz The Dangers of Building Brands on Oversimplistic Research By Graeme Newell on Mar. 5, 2010 - 12:00 AM Turn on early morning television these days and you will find a zillion lawyer ads. Almost all follow the hackneyed lawyer ad script just like this ad, “Trust us. We will fight for your rights.” But this morning I saw ...
ShopTalk | TVBiz Don’t Slacken Pace During Show-to-Show Transitions By Graeme Newell on Feb. 24, 2010 - 12:00 AM When going directly from one news show to another, make sure you keep the pace rolling with no break in the intensity. Many times, this is the place we transition from one anchor team to another. Typically, we will toss to the new ...
ShopTalk | TVBiz Getting Real About News Marketing Effectiveness By Graeme Newell on Feb. 17, 2010 - 12:00 AM In last week’s article I wrote about the importance of focus and repetition when filling out the marketing logs each day. The past decade has seen dramatic drops in both the reach and frequency of advertising messages availa ...
ShopTalk | TVBiz Fragmented News Promotion: Why Less is More By Graeme Newell on Feb. 10, 2010 - 12:00 AM So the newsroom has kicked butt and delivered some fantastic coverage on a news story that directly reinforces the brand position. It’s time for a proof-of-performance promo. Your promo department instantaneously creates a P ...