How to Build a News Brand            and Win!

02-03-2019 01:56 PM

Want to win news? Build a real brand!

News Departments rarely see changes in their relative position in a market. Oh, they may win a time period or even a book, but few stations win across the board and continue to do so for at least a year. Nevertheless, stations keep trying the same things. They may work on updating or creating a sense of urgency. Or, they may make an anchor change. At the end of the day, none of these things move ratings.

Most broadcasters fail to comprehend what successful brands in other categories have known for years. To break through you must be different than your competition and that difference must be relevant to the viewers regardless of the platform.

Rather than make improvements to the product, it helps to begin by deciding what position the news product should occupy. It must fill a void in the market. That void may not be obvious. The position should project a real sense that you do something that the competition does not and cannot do. For example, most newscasts are fronted by readers. If you are lucky enough to have anchors with honed reporting skills, get them out of the studio and have them start covering the news. Make sure they are seen by the viewers as working journalists.

Build this into a position statement, which is the instruction manual for what your station does that is unique and relevant. The position statement might read, “Channel WXXX knows and conveys the news more insightfully than anyone else because its anchors are constantly on the scene covering it.” They are eyewitnesses to events that other anchors are not. Soon, your anchors will start getting phone calls and messages from newsmakers from every level. And the depth of the information you can provide expands exponentially. This is an extremely marketable position. There are dozens of others, just waiting to be implemented.

But remember, this starts with deciding what you will be, not by randomly improving elements of an existing product.

Why don’t stations adopt this method and build a differentiated brand? Put simply, it is not the way managers think. Most newsroom leaders are driven by traditional research. For example, your research indicates that you are weak at consumer reporting. So, that’s where the focus goes. Let’s assume you successfully address the issue. All that does is get you parity. It does not move ratings ahead. No one is going to switch station loyalty because your work in the consumer area is better that the competitions’. Consumer reporting is only one of many reasons that people have selected a newscast. What is needed is an entire approach that is different and more relevant. You also need a different kind of research that explores viewers’ core emotional values to reveal that position.

Until you fully endorse this view, you will be frustrated trying the same techniques over and over again, and ending up with the same results. In the long run, building a brand is less expensive and a lot more effective.



What Porsche and TV News Should Have in Common

January 18,2019

Most stations that try to move ratings spend a considerable amount of money and fail. The reason that they fail is they incorrectly think that a better product should have a better return. The problem is, “Who determines what is better?” And what does “better” even mean? In a nutshell, better should mean different and more relevant. Great brand managers understand this. Let’s use an analogy. Porsche sales were up over 3% in 2018. That increase did not come because the company produced a better/faster 911. It came because it sold more Macans (the smaller SUV). Make no mistake, the Macan is different than a Lexus or a Jeep. Its key difference is that it drives like a sports car. Plus, it also goes in the snow and is still big enough to bring home a ton of groceries. Its sports car roots have an emotional appeal and its size makes it practical. Porsche had a hit because it knew the emotional mindset of its buyer.

Back to television news. How many managers actually know the emotional mindset of the viewers? How many know the viewers’ core values? When you find out, you are then on your way to building a differentiated and relevant newscast that resonates on an emotional level with the viewers. But, an industry, we don’t do this. Instead, we focus on what station does the best job covering crime. We should ask whether the viewers feel personally safe. If they do, there are a lot of crime blotter stories that are wasting the viewers’ time.

I am not suggesting that we should abandon efforts to constantly improve the news product. Nor should we tolerate bad writing and mediocre story telling. Just realize that only doing those things will get you nowhere fast. Ask whether you can define the relevant difference in your news in a short phrase or word. The best branded group of stations are currently owned by COX. The word they own is “coverage”. It is a great word to own if you are in the news business. It’s like owning the word “fast” if you own a chain of fast food restaurants.





The Real Battle for Viewers




October 19, 2018


The typical third or fourth place station that does news will remain close to the bottom for years. The second place station will stay in second place, and the market leader will continue to lead. You might be inclined to say, “But, I won the late news in July and that was a first.” It was probably also a fluke. When you move up in every news time period and hold the gains for three consecutive major books then you have defied the odds. If you are skeptical, read the numbers from all of the LPM markets for the last five years. There are no exceptions.


The industry keeps coming up with all kinds of clever ways to change this pattern. Most are simply doing things that the viewers expect anyhow. The newest trend is to get original content into the late news. From the viewers’ standpoint it is a great idea. The bad news is that it is not difficult to copy.


Brands Work!

The only thing that will move numbers is a relevant and differentiated brand.

Without a powerful brand, your news is simply a commodity like wheat or pork bellies. The only difference is investors spend money to trade commodities. People spend their time to watch a TV newscast or watch/read information on some app.


Most local television management is clueless when it comes to building emotionally connected brands. Don’t feel badly. I was too, until I spent three years studying how categories like automotive, fast food, and cpg build powerful brands.


In each case, a successful brand starts with the product. In automotive let’s take BMW and Lexus. BMWs handle well and are generally quick. They have somewhat of a rough ride that lets you feel the road. It is a driver’s luxury car. Lexus is well made, uniquely designed, and is smooth riding. In a word, BMW is “driving” and Lexus is “comfort”. Both have their place.


Let’s move on to watches. What is the difference between an Apple watch and a Rolex, other than the cost? Apple’s watch serves a lot more purposes than simply telling the time. It is also a phone and heart monitor, among other things. Apple builds a watch for active people and conveys that image. Rolex tells the time, and it is debatable how well it does that. So while Apple sells “cool”, Rolex sells “prestige.”


What does your news product convey? What makes it different? Hint, it is not a tagline. Building a winning brand is a process. First, you must identify the core values that are held by people in your DMA. Each market is unique. GC Media specializes in helping its clients build powerful and emotionally connected brands. Contact us at



Managing Brands

and Millenials

October 4, 2018

Brand Management and Millennials

Successful news operations all have powerful, emotionally connected brands. A real brand is based on something that is relevant and differentiates you from the competition. Managing the brand requires that everyone who affects the brand is on the same page.

Enter the millennials. They were born between 1977 and 1995, and are also known as Generation Y.  There are a lot of misconceptions about this group. While every generation is different, according to both a Harvard study and a study done by CNBC, millennials aren’t as different as some would like us to believe. Furthermore, members of Generation Y, just like every other generation, are individuals. They have not morphed into some strange Star Trek-like “collective”.

Here are some things we do know:

  1. Millennials want to know, “What is in it for me?” Personally, I don’t know of a lot of people of any group who do not want to know how they benefit.
  2. Members of Generation Y want to contribute to something that is meaningful. That may be true, but it is not limited to millennials. Basically, there are two kinds of people in the workforce. Those who are working JUST for a paycheck. And, those who are working to contribute AND receive compensation. The former is a much harder group to motivate.
  3. Millennials want to be heard. Who doesn’t? Furthermore, as a manager, you have no idea where the next good idea will come from. So take time to listen. The feedback could be invaluable.
  4. Focused on social issues, from the environment to neighborhoods, this group should be able to provide you with a myriad of original content ideas. Don’t forget to exploit them.
  5. The time that millennials spend with social media is considerable. Over 80% say they get their news from Facebook. So, as you tackle social media and push notifications, turn to the Generation Y experts.
  6. On the social front, millennials tend to travel in packs. If one finds a new restaurant, expect 5 or 6 more to show up the next time. The same is true with television viewing. In the workplace, if you can convince one member of Generation Y to become a brand champion, you will have convinced some of his or her friends.


The bottom line is that if you manage everyone like millennials, you will have a more effective workforce that is all working to build your brand.



Driving TV NewsRatings :

Breakdown to Breakthrough!

August 26, 2018

Pretend you are driving a late model car. It is made by Local News Manufacturing. You were in the fast lane. And now, the car keeps breaking down. Logic would say it needs some work.  The issue is local news needs a big rebuild. Ratings are shrinking and margins are slowly evaporating, all because viewers are not watching.

Now there are many sources for news. They are accessible at the viewers' discretion on multiple devices, but that's not the issue. The problem is our industry comes up with a myriad of excuses for not doing what needs to be done. And what is needed is original reporting. Since leadership starts at the top, that is where the change must begin.

I have heard many excuses for the industry’s failures.

  • There is a resource shortage. We can’t afford to hire more people. So, we will just rehash the same old news. Experience tells me that most managers at every level do not even know how resources are being used, or the real keys to greater productivity.


ü  How many managers have done productivity studies? When I first got to WABC, crews were producing about 1.4 stories in a shift. That was, and still is, unacceptable. One year later, that number was 2.57. The average reporter turned two packages. It is important to note that no one was asked to work harder. They just started working smarter. A lot of that came from how the Managing Editor juggled crews and workloads.

ü  If you want to attain greater output, do a similar study, and then TALK TO THE PEOLE DOING THE WORK. They don’t sit in an office. They have real hands-on experience.


  • Then there is the excuse that, even at maximum efficiency, our people can only do so much. I agree. But rather than have them repackage stale stories, insist that they do new and original reports. The viewers already know the news before they get to a newscast. So why wouldn’t you report on something they have not seen? The best part is the bean counters will not notice one dime in cost increases.
  • Then there is my favorite line, “We’re doing okay.” Unless you dominate the market, you are an underperformer. Period! There is always room for growth, and unless you are moving forward, you are going backwards. Last week CNBC said that the average Fortune 500 CEO only lasts 5 years. Why? They are not driving the price of the company’s stock. We must drive ratings in today’s challenging market.

The reality is that great growth in linear TV is possible. However, we must start thinking differently. That will require all of us to take well-calculated risks. No risk….no reward.








Move Forward and Prosper

Stay Stuck and Pay the Price 

August 12, 2018


My last several blogs explained the need for original stories in every newscast. That was confirmed again, in a series of focus groups I moderated two weeks ago. Each member of the group said they already knew all of the headlines before news time. That often led to a decision NOT to watch. I wanted to know what would encourage them to view a linear newscast. The vast majority said they wanted in-depth reports. Human interest stories were a distant second. As an industry, we have known this for years, but done nothing.


The client believed that creating a significant amount of original content would be easy. I kept thinking, “If it were that easy, why you haven’t done it?”


Think about it. There is no incremental cost. Reporters just need to cover stories that are not predictable. They do NOT need to cover MORE stories. They need to develop a knack for producing ENGAGING stories. Sounds easy, right?


But, obstacles abound:

  • Leaders have to lead. Enterprise reporting requires a 100% commitment from the top.
  • To go from covering the day’s police blotter and media release news to enterprise journalism requires a culture shift in the newsroom. Leaders should recognize:

*      If you change what your staff knows, you will change how they think.

*      If you change how they think, you will change how they act.

*      If you change how they act, you will change the culture.


  • Does your team really understand what is happening to the linear TV’s bottom line? How many of them really think their salaries may fall because of declining sales revenue? Have you done your part to make sure they know today’s reality?   Change the culture, and then work on your style of original reporting.
  • Here are some examples:

*      Forget details of President Trump’s tariff war with China. Start where the viewers start. What does the tariff mean to me? Do the viewers face higher prices, or better job opportunities in their communities? Oh, and by the way, what is going to happen to all of the tariffs we collect? The President has called for a wall on our southern border. He claims the wall will be quite nice. Are the tariffs paying for the wall, or are the potholes on my city’s streets getting fixed? We, local as journalists, can provide LOCAL answers.

*      Let’s stay on potholes. What does it takes to fix a mile’s worth of road in Cleveland versus Detroit versus Pittsburgh? What is the reason for any difference?

*      Back to the wall and illegal border crossings: Mexicans are going to Canada, but the US is short staffed on its northern border. That means that illegals are also coming in. What is the impact on border cities like Buffalo and Detroit? Spend some time with ICE, and find out who is crossing the northern border illegally.

*      I recently heard an Air Force General on the west coast say that half of his F-16s would not fly, because of a lack of parts. It got me thinking about how many of the mechanics at the Air Force reserve base near Buffalo don’t have much to do.


The point of all of this is you must get people think about how to create original reports. It is the only way you will bring people back to local news. The alternative is not pretty,



e rest of the content goes here.


How to Overlook Television's

Best Candidates

July 29, 2018

The last brainless HR idea on our list is the idea that you can hire great people by treating them like dirt, subjecting them to insulting online application forms and then using a keyword-searching algorithm to screen resumes for you. Employers who can’t evolve beyond Applicant Tracking Systems and keyword-based resume screening will lose out on the best talent — just as the laws of supply and demand predict.

It’s a new day in the workplace. Smart and capable people are in demand, but only if they know their own value!

                                                                                                -Liz Ryan, Forbes


In my opinion, internal media recruiters have an impossible job. They are hampered by key word searches and time. Most recruiters spend 6 seconds with a resume. Many never even read your cover letter. Most have never been in a position that was remotely similar to the one they must fill and, for the most part, they are underpaid. The result is that many times the best candidates are never seen by the hiring manager.


Wow! That would work really well in the NFL, NBA, NHL, and MLB. You would end with a college-like team that could write, but not play in the pros.


Think about it for a moment. The best candidates have unusual traits that don’t conform to norms. Let me give you an example: Many years ago when I was News Director at WABC, Channel 7 was never beaten on breaking news. I take no credit for that. The people who were responsible were there before I was. The assignment desk dispatched a crew based on a tip, or on what was heard on the police scanners. This was done BEFORE anyone called to verify that what they heard on the scanner was true. In several instances, our crew arrived at an active scene before the police or fire department. Sometimes that gamble cost us a good story, because the crew was reassigned to what turned out to be a non-story. However, most of the time we were live a good 15 minutes before our competitors. That is called risk taking, and it takes guts. The biggest gamble I saw anyone take is when the Senior Executive Producer heard on a scanner that a train failed to stop and crashed into the terminal at Penn Station. He calmly got on the radio, and pulled every crew from its story, and headed all 14 of them in live vans towards Penn Station. As minutes ticked by, he started redirecting some crews to hospitals, and others to where we knew that traffic would come to a halt. The time was 3:30 PM. The crews that had been reassigned were working on stories for the station’s 5:00 PM and 6:00 PM newscasts. I asked our Executive Producer how he intended to fill two hours if the initial police radio transmission turned out to be wrong. He replied, “I will figure it out.” That is called confidence, and I had complete confidence in my team. They were the best. As it turned out, a train had crashed. There were multiple fatalities. ABC7 was live from 3 locations for 30 minutes before anyone else got its first live report.


Fast forward to today. If you were that Senior Executive Producer, how would you write your resume? Would you say, “I am a risk taker, who makes split second decisions based on few facts, and I’m right 99% of the time.”? While it may be true, it does not sound credible. It also sounds arrogant.


In my opinion, the key word searches should end immediately. And, our industry needs more recruiters who have real world experience and are better paid. Or, we should eliminate recruiters all together. Nexstar apparently agrees. It eliminated its HR department. My guess is that it was a budget cutting move. Nevertheless, Nexstar has hired some strong GMs. There is a reason that TV stations have many average managers, and few management stars. Good decision making and cultures start at the top. They are not led by HR or recruiters.




Think Like The Viewers   Or Suffer A Rough Ride

July 26, 2018

Topical news promotion can be a train wreck. Be careful where you decide to take viewers on their ride. Viewers are looking for any excuse they can find NOT to watch your news….especially your late news. Therefore, when viewers watch a topical, and they have already seen, heard, or read the stories you’re selling, you’ve lost them. They are gone even before the newscast begins. You will also lose them if they don’t care about what you are promoting. This is not my opinion. It comes from the results of dozens of online studies, and over 40 focus groups.


Many stations still approach topicals like we live the eighties. It’s too bad; they really didn’t work then either. Up until the digital age, viewers would watch a promo and, unless you were their favorite station, they would switch. They knew that the station they liked the most would probably have the story, too. Now they just go to entertainment or off.


Some stations try to fool viewers with lines like, “We’ll have the latest on story X.” But, the viewers already have the latest. Most are watching TV with their smartphone or tablet in their hands. Unless you are promoting a story that is changing minute by minute, be careful. Then be honest. Try, “We are following a huge explosion. New information is coming in constantly. The latest….live.”


The safest bet is to promote compelling original content that viewers can’t get ANYWHERE else. Even then, some of the story should appear on your website and app, so the viewers will want to know more.


There are certain stories that will drive viewers away in drove. One of the big ones is animal cruelty. GC Media has studied a lot of Nielsen “Minute-by-Minute” reports on nights when animal cruelty stories aired. The results are always the same: ratings take a nosedive.


So, what do you do if the News Department is not churning out original content? Promote your brand, if you have one. Just remember not to confuse a tagline and a brand. “Live, Local, and Late Breaking” is not a brand, unless you are the ONLY station in the market that does that. On the other hand, WPVI uses, “Action News is Everywhere.” It works because Channel 6 covers far more stories than its competitor.


Remember, this post is only about linear television. The Marketing Director needs to worry about many issues on digital platforms. I have seen 1st place stations fail miserably at SEO. Why? Because no one is devoting enough time to optimize its opportunities on search engines.


All of this is fixable. Start with producing original content. If that doesn’t get fixed, it’s because of bad management. Eventually, there will be new managers who will fix the problems or some newscasts will not survive.


Changing a Newsroom Culture: The Ultimate Test of Leadership




Cliff, Abromats, President and CEO

July 25, 2018

There has been a lot of talk about the economic viability of local television news.  The outlook is grim. In my previous post I suggested that the best hope for increasing news viewership and revenue is to generate original content….a lot of it.


But many News Directors lack key skillsets that hold them back. Yes, you still must know the basics, including covering breaking news, writing with a sense of urgency, legal concerns, and the rules of HR. But at the top of today’s list should be changing a culture. If you change a culture, your staff will instinctively create great content. Changing a culture requires heavy lifting. Change is inevitable for the business to survive. The only question is whether it will change because of you or without you.


Changing a newsroom culture requires a number of qualities:

  • A News Director who is a risk taker. This is not a job for the timid or meek.
  • An unwavering determination to produce results quickly.
  • A vision of how a newsroom that constantly generates new content should function.
  • Well-articulated expectations of what every team member needs to do.
  • A news management team that fully understands the mission, and is “all in” when it comes to execution. It is the News Director’s role to teach the team. Give it your best shot. Unfortunately, those who do not get it, must go.
  • A News Director who constantly reviews reporters stories, and diligently works with each member of the team to improve their skills.
  • Finally, someone who believes in providing an engaging product that will propel the station into first place.


Very few people like change. Too bad! The viewers have already changed, and are leaving local news at an alarming rate. Our industry must move with great haste. Initially the News Director should be liked by a few, viewed with skepticism by many, and feared by no one. Fear is debilitating. S/he should use the few who are believers to help spread the concept, and convert the skeptics.


I have one additional piece of advice. Reporters are key to driving original content. There is one station that I work with that requires reporters to leave a next day story idea before they leave for the day. I would put that requirement in every reporter job description, and in every personal service contract.


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Be Original or Obsolete

July 24, 2018



Local television news is at a critical crossroads. If you make the wrong choice, your News Department may go the way of the New York Daily News. Yesterday the paper announced massive layoffs.


Over the years GC Media has conducted a lot of research. One question that we occasionally ask is, “Do you already know most of the day’s news before you tune into a TV newscast?” The percentage of people answering “yes” is at an all-time high. As a result, fewer people are watching a linear newscast. More expensive anchors or better producers will not solve this problem. ONLY UNIQUE CONTENT WILL.


I recently met with Sean McLaughlin, VP of News for Scripps. He told me that he asked staff to write down every story in a late newscast, and then draw a line through every story that they had already seen, heard or read. Then he asked, of the remaining stories, how many did anyone care about. There was little that was not crossed out.


Our industry must begin to recognize that we are content providers. Period! We provide content on a myriad of platforms. And, if we don’t provide unique content, we are nothing more than a commodity. Commodities are sold on price. In our case, the currency is the viewers’ time, and time is valuable to all of us.


Producing original content is not particularly difficult. Nor, is it expensive. Most crime stories can be covered in 20 seconds. If possible have the reporter and videographer that you would devote to another gang shooting, and have them ride with a police gang unit. Ask why they put their lives on the line every day, when witnesses are too afraid to talk.


Here is another example: I recently watched a station do a package about the opening of a shelter. This one was for female human trafficking victims. It basically was a few shots of 12 beds, and a short interview that focused on the shelter. Since Buffalo is a major border crossing, I decided to search Google for the situation in Buffalo. I was surprised to learn that the vast majority of victims are from the Buffalo DMA. They are not smuggled across the border. I also never realized most are arrested on prostitution charges, which makes them unemployable, and they are forced to go back to their captor. The moral of the story is cover the shelter in twenty seconds, and focus on the victims and their plight.


Finally, many stations devoted time for the tragic shootings in Toronto. The story broke late Sunday night. But by Monday morning, virtually everyone had heard it.  Canada has always said their gun laws prevent shootings. But, gun violence in Canada is rising rapidly. Why? After reading several articles, Canada has loopholes in its gun laws, too. And illegal weapons change hands all the time. The shooter, by the way, had a long history of mental problems. By the early evening news, stations should have been doing stories about whether gun control laws work anywhere, and what is being done to keep guns out of the hands of mentally ill people.


You may have already done some of these “enterprise” stories. But, I would bet real money that you can come up with many others. You have to change the way people inside your newsroom think of news. Put simply, if it is not new and interesting, viewers might as well read a boring history book. And, if we lose too many more viewers, you will have plenty of time to do that, too.

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