It seems like a good idea – make the day’s top story the lead in your news topical.
Think again.
Every other station is doing the same thing. Your topical gets lost in a sea of sameness. That’s okay if you’re the news leader. Viewers expect that station to run with this story. It has nothing to lose and everything to gain.
Not the leader? All you’ve done is feed that monster with little to show in return.
Why not lead with a story that’s unique to your station? Stand apart from the others. Give viewers a distinct reason for watching your station.
You can always promote the day’s top story later in the topical. Give it a mention and let viewers know that your station is on top of things.
Give it exposure, but not prominence.
The importance of differentiating your product holds true in promotion as well as in the actual newscast itself. This effort never ends.
Successful stations work at creating an identity all their own. News and promotion are partners in making it happen.
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