In its latest series of interviews with station creative executives, Magid Marketing Works talked to Erika Bratten, promotions manager at News Press & Gazette’s KION Monterey, Calif., a CBS affiliate.

Bratten discusses several questions posed by Magid, including “what have you overcome as a station?” and “how does your station go about planning for the long term?” KION has been without a promotions director for a year, making some planning and execution difficult, but the station has still managed to implement some changes. One is to focus more on weather in its topical news promotion, since weather is a strength of the station and something viewers are always interested in. Another was to rebrand the station to focus more on the viewer than itself.

And Bratten reiterates something that many promotion directors say: “One thing to watch out for is to have one message in your promos. It’s hard, but it’s as simple as that. I think that’s been my biggest learning curve.”

For more, go to MagidMarketingWorks.com

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