‘Miami Herald’ Partners With CBS Affiliate

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By: Sandy Brown

(Mediaweek.com) CBS Television Stations Group’s WFOR and WBFS (UPN) have partnered with The Miami Herald in an agreement that will involve news-sharing, marketing, and community outreach opportunities that draw upon the various resources of the partners.

Steve Mauldin, vice president and general manager at WFOR and WBFS and Alberto Ibarguen, Miami Herald Publishing Co. chairman, announced the deal Friday.

The courting of South Florida’s largest daily paper came after NBC owned-and-operated WTVJ’s decision in October to cut ties with the Herald and partner instead with the Tribune Co.’s South Florida Sun-Sentinel in Fort Lauderdale, which, in turn, ended its relationship with WFOR.

Newspaper and TV station alliances in Miami had been in flux, with CBS’s WFOR-TV and Post-Newsweek’s WPLG-TV, the ABC affiliate in the market, both pursuing a promotions and news-sharing pact with the Herald.

“This is a very significant development for everyone involved in this agreement,” Mauldin said. “On the one hand, you have the leading newspaper in South Florida with an immense circulation that completely penetrates both Miami-Dade and Broward counties. On the other, you have a pair of television stations with winning newscasts and a combined audience that attracts every demographic. It’s truly a potent combination.”

Ibarguen added: “This relationship will open up a multi-media platform in which to promote our news content through CBS4, UPN 33 WFOR’s fresh approach and perspective, and cbs.com. We will also have the opportunity for cross promotion between Street/Miami and UPN 33, which share the same markets. This is an ideal relationship on so many levels for all involved.”

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