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SUCCESS STORIES: ENHANCING BROADCAST WITH PRINT

Mar 3, 2003  •  Post A Comment

WTOC-TV, a Raycom Media-owned CBS affiliate out of Savannah, Ga., publishes 12 print publications a year. These additional media outlets bring in additional revenue.
One of that station’s publications is The Southeast Newspaper, which is mailed to 60,000 residents. “It’s an actual newspaper with legitimate articles about the community and community events,” Sales Manager Randy Peltier said. The paper, a broadsheet, is published quarterly. It began as a single issue in 1991.
The third-quarter issue of Southeast had 26 pages and included a Christmas carol guide and song sheet insert. Sponsors that participated in that issue received an ad in the paper, a logo on the song guide and inclusion in an on-air promotional announcement inviting residents to come view the annual Tree of Light ceremony.
Nonsponsors are able to place ads in the publication, just as with any local newspaper. Sponsors also receive, however, mention during the telecast of the ceremony. A half-hour of the ceremony is aired live, with sponsor mention. A full hour of the ceremony is videotaped and re-aired Christmas Day. Sponsors also receive mention during this broadcast.
With similar partnership opportunities available, WTOC publishes a tab for the St. Patrick’s Day parade. There is also a special hurricane evacuation issue, which comes complete with a severe-weather guide and a hurricane-tracking map. Once a year there is an issue saluting the military. The idea for it originated in 1991 during the Gulf War.
Mr. Peltier said the station’s publications have been so successful that many of the Raycom Media-owned stations are now doing print publications.
WTOC raked in nearly 45 percent of the $35.4 million the Savannah area saw in TV revenue for 2001. TV revenues for the entire market crept to about $37 million by end of year 2002.