Nexstar investing heavily in websites

Although they only account for two percent of the company's revenue now, Nexstar Broadcasting is banking heavily on its websites for future growth:

At Nexstar (which operates 50 stations in 29 mid-size markets), Chairman-CEO Perry Sook said that although Web revenues last year accounted for about 2% of revenues, 25% of the bonus compensation that station general managers receive is predicated on how their stations do online. Sook--who joined Wallace on a panel at the TVB event--said that although that's disproportionate, it's a signal of how much emphasis the company is placing on rapidly expanding its Web operations.

Sook said that ultimately, Nexstar is looking to turn itself into a multi-platform "advertising services business," not just a broadcaster.

Nexstar reported $266.8 million in net revenues last year, with $5.1 million in new media. Sook said he expects the 2% from online to double to 4% this year. One reason: a third of the political dollars Nexstar takes in could come from the Web.

Nexstar Broadcasting owns KSNF in Joplin and KSFX in Springfield and manages KODE in Joplin and KOLR in Springfield.