TV NewsDay: WWAY TO GO: LIVE, LOCAL, INTERACTIVE

Market Share by Arthur Greenwald

WWAY TO GO: LIVE, LOCAL, INTERACTIVE

TVNEWSDAY, May. 21, 6:21 AM ET

By Arthur Greenwald

When it comes to new media, small- and medium-market stations face the classic Three Bears dilemma.

Too few interactive features make a station look dated and permit competitors to gobble up online advertisers.

But too much fancy digital content can waste money and staff time, while delivering a minimal boost to ratings and revenue.

But those clever Goldilocks at WWAY in Wilmington, N.C., have got it just right. The Morris Multimedia ABC affiliate has branded itself as WWAY-TV3: Live, Local, Interactive! They achieve all three with a smart and selective combination of old and new media.

To make certain the station lives up to its slogan, General Manager Andy Combs ordered his team to scrutinize every daypart for opportunities to add a local slant and, when possible, an interactive twist. But there was a catch. Combs insisted that each innovation prove cost-effective.

That was just fine with News Director/Senior Strategist Jack Pagano, who set about refreshing both the station’s newscasts and Web site with the most tried-and-true of all “new media”—e-mail.

“We invite viewers to comment on every story, and they certainly have a lot to say,” says Pagano. “We’ve been able to build viewer opinions right into the newscasts, in the form of e-mail [excerpts] and direct viewer polls. (Click here and see what WWAY viewers say about immigration reform and other stories.)

“It worked so well,” adds Internet Sales and Marketing Director Charlie Bragg, “that we wanted to see what we could do with ABC primetime.”

Not long ago, MarketShare asked why more ABC affiliates weren’t leveraging the network’s solid success with Dancing With The Stars. It turns out that this ABC affiliate was, well, WWAY ahead of us.

“We created Dancing With WWAY,” says Bragg, “and we built it around two of our most popular news talent: meteorologist Chris Phillips and reporter Stephanie Beecken.” In fact, Phillips and Beecken are the only contestants, locked in a running battle for weekly bragging rights.

Although the newsroom colleagues dance in tandem, “our viewers decide each week who”s the better dancer,” explains Pagano. “Chris and Stephanie have to learn the same steps as the primetime contestants.”

Making sure they do is Babs McDance, a local dance studio and social hall that Bragg quickly signed up as a series sponsor. “Neither was an especially good dancer before starting lessons,” says Bragg. “So viewers could really appreciate their progress as they followed along at home.”

And follow they did, thanks to weekly news features, which Internet Director Chase Clark repurposed as online videos on a dedicated Web page. Viewer response was so enthusiastic that tomorrow (May 22) the station will celebrate the season finale of Dancing With The Stars with a live event. All of Wilmington is invited to the Babs McDance studio to applaud ABC’s primetime winner and, more important, to cheer on Phillips and Beecken in their final face-off.

It’s like a combination of a local contest and an Oscar Night Party,” crows Pagano. “We’ve even lined up another sponsor, Chelsea’s Wine Bar and Eatery, which is donating refreshments for attendees, just as Babs McDance is donating the location."

Whoever triumphs, WWAY has taken steps to ensure that the real winner is Wilmington. In lieu of tickets, viewers are asked to make a donation at the door. “One hundred percent of the proceeds go to the Lower Cape Fear Hospice,” says Pagano, who predicts hundreds of attendees.

According to Bragg, this promotion netted the station around $5,500 in new revenue, on air and online, from Babs McDance alone, not bad for the 136th DMA. The station earned added value in the form of increased viewer interest in the newscast and online. There was even a bonus effect: it seems that eavesdropping on Chris and Stephanie’s lessons inspired WWAY viewers to get up and try it themselves.

“We heard from several senior citizen homes that residents were imitating the steps on their own, and even demanding dance lessons,” says Pagano. “Naturally we sent out our crews and got some very nice feature stories.”

Indeed, the viewer response to Dancing with WWAY was so encouraging that midway through the promotion, the station quickly scheduled another: a Queen For A Day-style campaign with an interactive twist they called Make Your Mother’s Day.

Jump-started with an appealing promo shot at a local elementary school, the campaign invited viewers of all ages to write to the station and explain why their moms deserved a day of luxury. Over 150 responses soon followed, mostly by e-mail, but some by fax and regular mail.

Charlie Bragg’s team made sure that Wilmington’s Top Mom was showered in prizes, provided by the six local sponsors who also spent a collective $3,500 on airtime and online ads.

The station received so many thoughtful entries that despite many hours of overtime, the newsroom staff was hard-pressed to select just one winner. But choose they did, along with six runners-up who received large bouquets, thanks to the extra generosity of one of the sponsors, Azalea Coast Florist.

(See the Make Your Mother’s Day Promo and winning entries by clicking here.)

Just like Dancing With WWAY, the Mother’s Day promotion resulted in a big boost to the station’s Web traffic. So much so that they’re ready to launch a third promotion for—you guessed it—Father’s Day. But the deadline will be a few days earlier so they can once again compliment a Web-based contest with traditional TV production.

“We plan to surprise the winner by presenting the prizes during our newscast.” says Pagano. “We’ll knock on the winner’s door and surprise him live on the air.”

Which could lead to yet another interactive feature on administering CPR to a shocked father.

Market Share by Arthur Greenwald focuses on successful station promotions of every shape and size. Have you produced the Mother of All Marketing Campaigns? Don’t keep it a secret. Let us share your success with your colleagues around the country. Write to Arthur at greenwald@tvnewsday.com.