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Profile: Lyn Andrews

Feb 10, 2003  •  Post A Comment

Title: President, TWC Media Solutions, the sales division of The Weather Channel and weather.com
Recent interesting deal: “The Scotts Company [which specializes in lawn and garden care products] asked The Weather Channel if we could match weather conditions with lawn and garden information to benefit their consumers. That question resulted in the creation of a multiplatform program. Specially designed weather maps on The Weather Channel and a custom micro-site on weather.com will give consumers all the information they need to take care of their lawns and gardens. Consumers will be able to match weather conditions with Scotts’ lawn and garden care solutions, and will know the best time to apply specific Scotts products for maximum positive results.”
The next big thing: “For The Weather Channel, the next big thing will be the deployment of the next generation of our local tagging technology. Although there will be significant improvements to our on-air product, the major advantage will be for advertisers. We will soon offer our advertisers the ability to identify the best possible moment and context for a commercial message to be seen based on the current or forecasted weather conditions. Snow tires can be sold when snow is expected, soup can be sold when the temperature drops below a certain level, and movie rentals can be advertised when a rainy weekend is predicted. Advertisers will have their products visible at the most relevant time to consumers.”
Is there anything you wish you had sold less of? “We would always like to sell less direct response units.”
Is there anything you wish you had sold more of? “Our new prime-time program `Storm Stories.’ It has been a success for us since its launch on Jan. 6. We have seen significant audience growth in the several weeks it has been on the air. `Storm Stories’ over-delivered the time period in adults 25 to 54 by 90 percent and by 100 percent for adults 18 to 49. In the 8-to-9 p.m. ET time slot we achieved a 0.5 household rating, double the time period from January 2002. What is actually more important than just the ratings success is that long-form programming on The Weather Channel works.
“We would also have liked to have sold more multiplatform deals customized to meet clients’ needs.”
If you weren’t in media selling: “Although it would be tough to leave the media world, I’d be running an adventure travel business based in Jackson Hole, Wyo., in the summer and Costa Rica in the winter.