Update Your Topical Strategy: Don’t Hold Back!

If you’re still trying not to “give away” the story on your teases and topicals, it’s time to update your strategy. You’ve likely seen the parodies making fun of the way doom is promised in news teases without revealing what is causing it. Even Dish TV has poked fun with a recent ad for its Hopper DVR system.

The concept of withholding information in teases is, at best, outdated. News consumers have lots of options these days and they’re not waiting around for the evening broadcast to find out what’s happening. They’ve got their smartphones and ipads handy and their news apps working 24/7. If you tease them with a mystery, they’ll just go to their devices and find out what it’s about… that is if they even care enough to do so. We know from research and history that mysteries are usually just a turn-off and have been for years.

There are better, more effective ways to promote what you have to offer. It takes a new approach. Content is also more important than ever. Zeroing in on content that’s attractive to your lead-in audience is absolutely crucial. It’s why CJ&N is doing more research designed to provide action plans for every night of the week based on lead-in programming. And why we’re talking to clients about how to make topicals “Google-proof.”

Local television news is losing viewers and if we want to reverse that trend we can’t keep doing things the same old way. It’s time to update your topical strategy. Start by breaking the habit of holding back on your teases.

By | 2016-12-13T15:28:03+00:00 March 17th, 2014|Mobile Devices, Strategy|Comments Off on Update Your Topical Strategy: Don’t Hold Back!

About the Author:

Donna has more than 26 years of experience in marketing and public relations. She helps CJ&N clients develop and refine effective marketing messages, stay true to their brand and evolve their marketing strategies. In addition, Donna helps CJ&N develop marketing seminars, writes advisories, blogs and other client communications. Donna's prior experience includes working as a Marketing Specialist for Frank N. Magid Associates and operating a successful freelance marketing business. Donna holds an MBA from the University of Iowa and a Bachelor’s degree in journalism specializing in advertising from Iowa State University.