As part of its ongoing research into TV station promotions that really work, Magid Marketing Works showcased the above promo from Media General’s WOOD in Grand Rapids, Mich.

The Target 8 investigates promo hits one of the major points that Magid unveiled at Station Summit in Las Vegas: viewers really tune in to promos and newscasts that focus on investigative journalism.

Marketing producer Matt Ferguson walks us through how the station created the promo, which highlights a story about a policeman that appears to be a very unsafe driver. One of Ferguson’s interesting points is that production on the promo started almost as soon as the story was conceived.

“Oftentimes I’m starting to gather creative ideas before the story is even written,” Ferguson says. “I start looking at the material I have to build with and get the creative choices going.”

Watch the video below for the full promo breakdown:

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