With more than 60 years of experience working with local media organizations of every size, Magid works with clients in hundreds of newsrooms around the world, from large national broadcasters to small independent operations encompassing TV, digital, print, and integrated brands, consulting and providing expertise in areas including news and content, sales and revenue, and innovation and advanced media.
Top local stations looking to differentiate have worked hard to create powerful news brands that build audiences and increase viewership – but not necessarily a unique sales brand that attracts advertisers. To create a sales brand that stands out, focus on showing unique value to create differentiation and expand your focus from reach to quality.
Millennials now make up more than 60% of the 25-54 age demographic – and they connect with brands and content differently than previous generations. Not just how they connect, but why: they’re seeking emotional connections to the content and brands they engage with. This doesn’t mean we walk away from creating objective content that builds trust with our viewers. Both generations value investigative news. It’s just in how we approach it – to engage a Millennial audience, we need to embrace being authentic, human and focus on emotionally engaging content.
The local media industry has an engagement problem, and we have a communication problem. If our employees are not fired up to attack the challenges in our industry each day, if they don’t feel good about the content they create, and if they don’t believe in the vision and direction of their leadership, we can’t win. Here are three ways to better engage station staffs: Listen – Put processes in place for you and your team to frequently solicit feedback and input at all levels and across all disciplines. Then really listen and think about what you’re hearing. Communicate – Leaders need to take the time to ensure that everyone in their station knows about your strategy for the future, what’s new and on the horizon, and how you’re working to innovate for the future. Empower – Listening and communicating are critical steps. But you’ve got to do something with all that information. Empower your people to make changes and innovate. Recognize and reward their actions, even if they don’t hit the mark right away. Share their work with the rest of your teams and get feedback that can help make it better. Then track these efforts to measure their impact.