Early Wednesday morning, the door opened and former President Bill Clinton stepped off the plane with US journalists Laura Ling and Euna Lee. It was the lead story on all the network newscasts, and it should have led most local morning newscasts as well. The video of Lee being greeted by her husband and daughter was priceless. Little Hana hung to her mom so tightly it appeared she might never let go. It was a classic lead story. It was fresh. It was dramatic. It was emotional, and there was new video.
Many newsrooms do not play up interesting national or international stories because they think of themselves as being the “local” station. Instead of leading with a more interesting national or international story, they’ll lead with a less interesting story that they consider “local.” Does that make any sense? Why would you ever lead with a “less interesting story” if you had an option? Or why run an old “local” story, bypassing a significant new or developing national story if it’s of interest to your viewers?
One stop shopping
The reality is you can still be “local” and lead with a national story. If they are interested in a story, they will stay with you, and isn’t that what its all about? And consider this: If they are anticipating the story, and you don’t have it, guess where they are going to go? They are going to flip immediately to CNN, MSNBC or Fox or go to the internet. Why force them to go away? Why not just give it to them and move on with the rest of your news? Everyone is happy. Your local viewers want you to have EVERYTHING. They want one stop shopping. Viewers like it when you conveniently provide ALL the news. You are still their “local station.”
It’s not “where” the story occurred
It’s not an issue of geography, it’s an issue of interest. If your local viewers are interested in a story, then it is a story of local interest. On most days you will lead with stories that occur within your geographic area, but there are times when stories occur outside the region that are of enough significance to your viewers that the story trumps a “local” story. Don’t automatically dismiss them just because they “happened someplace else.” Viewers have seen tons of house fires, stabbings, shootings, car accidents, bank robberies, and zoning disputes. They all look incredibly similar. If you feed your viewers doses of same-old, same-old each morning, the ratings will reflect their boredom. Often, it’s the unusual or unexpected national or international story that captures our viewers’ interest.
Doug Drew is a morning news specialist with 602 Communications. You can reach him at ddrew@602communications.com.