"We rely on topicals to promote our news in today's television environment."
As I've talked to numerous general managers and creative services directors over the past few years about the way they want their stations promoted, this is something I've frequently heard, and it alarms me. Just remember that at most of our stations, we give the topical jobs to the least-experienced producers. What's the reason for this? Perhaps because the content is controlled by news and they have the final vote on how things are written and cut, and because it uses their footage, and it drives your best producers crazy.
But, as with any delicious meal, with so many cooks in the kitchen, the chances for your meal to be the same as the restaurant next door are pretty good. In short, very few news managers nor talent know how to write great topical copy that cuts through...but they sure love to tell me how lousy their topical writer is.
I hear it all the time--how their station brand depends on topicals, written and produced by their least experienced producer, and pasteurized by their news management until it has all the impact of...every other station in the market.
Do you know what topicals are? They're the candy by the checkout counter. They're the last thing you see before you make you check out. And even if you're a dominant news station, how often does that topical cause you to change someone's decision on the newscast to watch? Hey, if you cover the fire, all three of your competitors will cover the fire, and I doubt that even if your "breaking news" coverage is that much better than the rest, I'm going to move away from whom I like on a full-time basis.
Win the battle and you still may not win the war, because by themselves, topicals do not tip the scales. At best, they reinforce what viewers already think.
In a world where your budgets are being cut and your main (non-air) weapon is Facebook, time to reevalute your priorities. If your most important weapon is a topical, you're probably already behind before you even cover the story.
Television is the most emotional and intimate (before the web) medium every invented. It's able to move us to tears and smiles and causes us to feel a closeness with personalities that radio, movies and the internet can only dream of. Emotion. Say it again...and again...and again.
I am a huge fan of Target, their stores and their marketing. While they do "price & item" advertising in their Sunday inserts (for those of you who still read the newspaper), they never do it on television. Ever wonder why? Say it with me...emotion.
Their spots are a marvel. Consistent, colorful and fun. Just like their stores. Who doesn't like to shop at Target? Their spots give me that warm and fun feeling (although I will admit to missing the Target Lady this Christmas). They say "our stores are cool and our prices are good" at every turn. No mention of the price of pants. Say it again...emotion.
Target is in the marketing hall of fame. So is Budweiser (the world's tastiest beer? I think not), Nike and Apple. I've also become a huge fan of Samsung because of their stinging Galaxy phone campaign. All of these products make you feel something, like it or not.
What do viewers say about your newscast? A consultant once said that my viewers thought we were #1 because of the way we covered breaking news. Seriously? Who says things like this? "I really like that station because of how they covered the fire." Riiiight.
When you're writing your next spot, or campaign or even VO copy, don't only think about what separates you from the other three stations in the market, but why anyone (not working in television) should care. Just ask your mom...or your neighbor. They'll tell you why they care or don't for the place you work every day. You will be amazed how much what we do falls short in the category of "Things you think I should give a damn about...but really don't."
Time to be tough on ourselves and get back to creating great image campaigns to go with your killer topicals that hit the right hot buttons. More on that later. As you can tell, I get amped up when I think of how many squandered opportunities air on our stations every day.
I need to calm down. Time to visit a Target.
--Rich Brase
NEXT: Is the wrong research hurting our news?
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