Weather Metrics, Inc.

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Industry Focus: Simple Solutions

As a local broadcaster you face challenges and problems every day regardless of your department or your market size. Just because the problems are large does not mean the answers have to be complicated. Here are a few simple solutions:

Utilize Technology:

Use technology to drive cross platform content to connect with viewers and drive web traffic with the instant and accurate details they are looking for. An example would be integrating camera images and video into the second screen (website) allows local stations to become the first place people turn to for accurate breaking news and weather information. But all of this cross platform integration can be a hassle at best for the engineering staff. The solution is to invest in equipment and infrastructure that can deliver the same content or message to multiple platforms automatically. It is crucial for one system to disseminate identical information on-air, online and on mobile devices. Systems and equipment that can handle integrated messaging helps lower operational costs, improves efficiencies and can ease the workload of the station’s news and engineering staff.

Increase Viewership:

A straightforward way to bring in more viewers is by getting connected to the community. Consider more coverage in smaller communities around the area. Don’t just focus your stories on the core of your DMA. Cover areas and towns on the outskirts of your market area to show potential viewers that you care about their community. People want to hear news stories from their neighborhood. They want to see the tower camera weather video of the storm as it moves through their town and the highlights of their high school football game. The best brands in the world have a strong history of connecting with customers.

Grow Revenue:

Maybe it is time to review your inventory and take a look another sponsorship. Sponsorship in general is not a new concept but it has certainly evolved over the years. Are you doing everything you can to make the most of the sponsorships you currently have? Sponsorships entice new businesses allowing the sales team to tap into a pool of potential advertisers and bring new money to the station. Are you taking advantage of all sponsorship possibilities? Consider layering sponsors instead of having the entire weather segment sponsored by one company. Break segments down further for additional sponsor opportunities.

As you are searching for solutions remember Occam’s razor…

“a scientific and philosophic rule that entities should not be multiplied unnecessarily which is interpreted as requiring that the simplest of competing theories be preferred to the more complex or that explanations of unknown phenomena be sought first in terms of known quantities”

…or the simplest solution tends to be the best one.