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Success Stories: The Homey Touch in Sante Fe

Aug 11, 2003  •  Post A Comment

“Fox KASA es su casa” could easily be the slogan for the Albuquerque-Santa Fe, N.M., Fox affiliate, KASA-TV. “We used to be `Welcome Home …’ before CBS started using it,” said VP and general manager Erick Steffens. Now the Raycom Media-owned station goes by “Welcome to our KASA.”
And home it is to a revamped 9 p.m. newscast doing a consistent 5 to 6 household rating, “up from basically nothing,” said Mr. Steffens. This success has allowed the station to increase ad rates 50 percent in just a year.
“We sell most on a fixed position rate … on a regular spot rate. We don’t have to package them with anything.”
KASA-TV has also been able to generate significant dollars from some of its contests and giveaways, such as its “Sneakers” movie preview club, for which it ties in third-party sponsors for special events, and from its Web site.
The Fox affiliate is involved in community sponsorships, from a music concert series to a mud volleyball tournament. The June tournament had the highest number of participants of any worldwide mud volleyball event. It raised more than $300,000 for the Carrie Tingley Hospital Foundation.
CBS affiliate KRQE-TV is finding success by providing services traditionally offered by ad agencies. “We are helping them pick jingles and graphics and interpret research,” said Bill Anderson, VP and general manager.
This strategy works best with smaller companies and nontraditional advertisers. “We try to think with them and determine what they would do with Yellow Pages, newspaper and radio, and we make sure we advocate a TV component,” he said.
The Albuquerque-Santa Fe TV market is expected to reach $95.9 million in TV revenues by year-end, up from $92.6 million in 2002, according to BIA Financial Network.
Has your station initiated an ad agency approach to soliciting new business? If so, e-mail sheree@currymedia .com for possible inclusion in an upcoming article.