National Economy Impacts Local Media

By: Erica Proffer Email
By: Erica Proffer Email

It may sound the same, it may have the same content but the way you get your news is changing.

The national economic downturn is forcing some local media executives to rethink the way they do business.

"We've gotten a little more creative with our packaging. We've incorporated some more promotions into our advertising, which enables businesses to get a little more added value," says Richard Reinhardt, General Manager of Magic Broadcasting.

One change you can see immediately is in your local paper.

The Dothan Eagle is now a half-inch smaller on its sides, but editors say the content inside is the same.

"It will be just a little more narrow, by about a half inch on each side, but the content is still going to be there... It's going to save a lot of money. It's an industry trend," says Ken Tuck, Regional Managing Editor, Media General.

Even your hometown news leader is impacted by the troubled economy.

Advertising executives are thinking more outside the box, an the way you get your news is coming in different formats.

"In a tough time, they've been tested: the Internet, the mobile phone. All of these continue to get very heavy usage and are growing monthly. It seems to be irrespective to the economy.

The growth is phenomenal," says Roger Burchett, General Manager, WTVY News 4.

As for the future?

"It always turns around. It always has; I think it always will," says Reinhardt.

"Well, I'm not an economist, but I am an optimist. I believe things are going to get better," says Burchett.

As far as a time frame, both general managers say we'll just have to wait and see.

If you'd like to see the entire interview with either Ken Tuck from Media General... Richard Reinhardt of Magic Broadcasting or Roger Burchett from WTVY, click on the uncut version above.


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