Top 10 stories on local media in 2021

From studying the shifts in consumer behavior that are impacting local brands, to developing effective strategies for building long-term connection and brand affinity with Hispanic consumers, our Local Media team covered a variety of challenges and opportunities in the industry this year. Here are our most popular posts of 2021 in local media.

1. An innovative approach to reinvent a station’s late night newscast

At the top of the list: a client story highlighting the work we did with KSTP to reinvent their late night newscast, resulting in an increase in ratings – with a 20% increase year-over-year in adults 25-54 in November 2020.

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2. Our people: New hires and promotions

Three of our top posts this year were dedicated to our people: announcing Julia Yarbough and Jeff Zeller joining the Magid team, and a promotion for Marissa Nelson.

3. On-air talent and the value of authenticity

VIDEO: Magid knows on-air talent, and that includes helping our local media clients to better connect with viewers through their vocal delivery and on-air presentation. Diane Giscard and Linsday Cooper discuss one of the most important attributes for on-air talent to consider – authenticity.

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4. 3 trends in consumer behavior impacting local brands

Bill Day offered his perspective on the trends we saw in the local landscape influencing consumer behavior and impacting customer loyalty – and how brands and local businesses should anticipate and adapt to these shifts.

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5. Pandemic audiences slow to change behaviour in Canada

Marissa Nelson shared insights from a study we conducted of news media in Canada – turns out, Canadians are a loyal bunch.

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6. Hispanic media and cultural relevance

VIDEO: As a media organization, how can you build an effective strategy to not only reach Hispanic consumers but also build long-term connection and brand affinity? Daniela Iglesias and Kerri Cavanaugh discussed this challenge and others Hispanic media face when it comes to creating a distinctive, valuable brand.

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7. When a credit union needed to evolve its brand strategy to drive growth and market share

This client story highlighted the work we did with MIDFLORIDA Credit Union to improve its brand awareness by increasing the reach and frequency of marketing efforts.

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8. OTT opportunities and trends

VIDEO: There’s no shortage of streaming content, so how can media organizations carve out a distinct position in OTT? Bill Hague and Katie Larson discussed opportunities and trends in the streaming space, including sharing recent Magid data on consumers’ preferred viewing methods.

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9. Katie Larson at NABJ 2021

Katie Larson was invited to moderate a panel for the 2021 NABJ virtual convention and career fair in August. The panel, “The Secret Ingredients for a Modern-Day Anchor,” was powered by the E. W. Scripps Company.

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10. Local broadcasting in a post-linear landscape

VIDEO: Jaime Spencer and Katie Larson looked beyond linear television to examine how broadcasters can use their platforms and their brands to engage local markets.

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