Getting children interested in the news just may start with the weather. That’s the attitude at KXMB-TV in Bismarck, N.D., and sister station KXMA-TV in Dickinson, N.D., both owned by Reiten Television.
The CBS affiliates’ “Weather Kids” ad sales promotion puts one of four participating kids on the 6 o’clock news every Thursday to do the weather alongside the meteorologists.
“Financially it is a huge opportunity,” said local sales manager Cathy Vix. “It brought us new business.”
Dakota Community Bank signed for three years as sponsor. A pizza restaurant sponsors the promotion for the sister station.
There is also “Calling All Weather Kids,” for which children do a mock forecast at the local mall and meet the meteorologists. They receive a videotape of the experience and prizes from various sponsors.
CBS affiliate WAGM-TV in Presque Isle, Maine, is considering a condensed version of the program this summer, sales manager Kelly Landeen said. She cited the prohibitive cost of a full program.
Ms. Vix’s advice: “Make sure your meteorologists are onboard. The success lies with the meteorologists being able to take the kids in and mentor them … and teaming with sales.”
Tallahassee, Fla., CBS affiliate WCTV-TV has sold a “10 Point Weather” promotion for multiple years.
“We had weather stations throughout the [designated market area], mostly placed in schools,” said local sales manager Heather Pryor. “Teachers could use these in their curriculum.”
Though the station ended its program in November, Ms. Pryor said it was a good run. “In every single newscast we would look at various pinpoint weather sites in the coverage area. The kids and their parents enjoyed seeing their school on the screen.”
Success Story: Weather Kindles Kids’ Link to News
Feb 2, 2004 • Post A Comment