Weather Channel Cos. Chief Executive Mike Kelly says the company’s digital offerings are “going through the roof." More than 40% of the company’s total advertising stems from digital, Kelly said in an interview with the Los Angeles Times.

The channel is also offering original programming with shows such as "Storm Stories," but is being careful not to move too far from its mission, such as a few years ago when its plan to air weather-themed movies such as "The Perfect Storm" backfired, the article notes.

Moving toward lifestyle programing is a "big opportunity" for the company, Kelly notes, saying, "Most people who check on weather are really doing it to support their lifestyle.”

Along with a website with more than 40 million visitors each month, Weather Channel has the second-most-popular smartphone app, behind only Facebook, the story notes.