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Success Stories: Coupons mark 50th year

Mar 17, 2003  •  Post A Comment

Young Broadcasting’s WKRN-TV, an ABC affiliate in Nashville, is celebrating its 50th anniversary this year. As part of the celebration, the station will produce a one-hour special highlighting all 50 years.
Advertisers have the chance to join the commemoration by buying spots on the special or sponsoring one of several 30-second vignettes featuring six former hosts of the “Romper Room” show.
The station will also publish two direct-mail pieces-one in May, the other in November. “Two-thirds of it is advertiser information and coupons,” Sales Manager Mark Arminio said. “We also have features on our anchors and a calendar of events.” The magazine is mailed to more than 200,000 residences. It can also be picked up at a sponsoring retail location.
“We’ve renewed our commitment to community,” Mr. Arminio said. One such project that shows that commitment is “Buckle Up Baby,” a July safety campaign done in conjunction with a local car dealer and a hospital. Car seats are given away during the newscast.
WSMV-TV, an NBC affiliate, is embarking on “Volunteer Pride.” This consists of 20-second vignettes “showing the pride the State of Tennessee has with the men and women in the Armed Forces,” said General Manager Dick Williams. Ten seconds of each vignette is set aside for sponsor content.
As a Meredith Corp.-owned station, WSMV also takes advantage of “The Cornerstone” project, which allows the station to use magazines such as Better Homes & Gardens and Ladies Home Journal as a cross-promotional vehicle. “This [collaboration] is a unique ability for the station to get to the end user of those magazines,” Mr. Williams said. “This is something our competitors don’t have the luxury of.”
Television revenues in Nashville are expected to climb to $141.1 million by year-end 2003, up from about $137 million last year, according to BIA Financial Network.