Nexstar Broadcasting has a new website in the works for KSNF and KODE and the prototype is already on line.
The website is a model that will be used for Nexstar stations across the country, and appears capable of cutting into the classified advertising revenue currently going to the Joplin Globe and to GateHouse Media's Big Nickel.
Judging from the few items on the prototype, Nexstar is shooting at having this site be a one-stop shopping center for news and advertising. Included in the mix will be a number of free classified listings, which are designed to increase traffic to the website and make it much more attractive to larger advertisers.
The big ads will be limited, also making them more attractive, and enabling Nexstar to charge a premium price.
2 comments:
This is not very strategic thinking on Nexstar's part. If you look at this site, and the site of it's sister stations in Springfield (Ozarksfirst.com), Nexstar is making the huge mistake of not using their websites to brand the stations news departments. Although the mighty advertising dollar does rule, it is important to constantly market your "brand". By not doing this, you will lose the Top of Mind Awareness battle, and then eventually lose the ratings war, and then eventually lose advertising revenue. The strategy is very short sighted.
Well...that depends. I understand uniquely identifying each stations brand, however, each station needs to have ratings numbers to back up what they offer to clients. Some stations across the country don't actually "subscribe" to the Neilson ratings, and therefore CAN'T use those numbers to influence a potential advertising client. Regardless of where the stations rank, without those numbers, the ratings war means nothing to the sales departments, it's the general statistics that matter, like "Station KOLD reaches 140,000 households with it's 100,000 watt transmitter and is carried on 17 different cable networks, with 123,000 subscribers in 12 communities." That's where the word "potential" suddenly means a lot. Sales departments say "Station KOLD has the POTENTIAL to reach x amount of viewers through these transmission means."
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