CHAPTER 3
Local Television Promotion: News, Syndication, and Sales
Douglas A. Ferguson and William J. Adams
Stations differentiate themselves from the rest of the multichannel universe by focusing on local programming, which for most stations means local newscasts. The other major sources of image income are their sports and syndicated programs. The approach to promotion advocated by industry experts is integrated marketing (IM), which unifies a station’s efforts to reach and maintain audiences and advertisers under a single strategic and tactical umbrella. Such an umbrella approach treats all promotional media as a unit; it utilizes a common design for all audience and advertiser materials, whether those materials appear on the air, on the web, ...
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