Cross-Media Partnerships Grow

By: Richard Brunelli (Mediaweek.com) A growing group of newspapers and TV and radio stations are forming alliances that will theoretically help them navigate the ever-changing business landscape in their local markets.

Most recently, the San Francisco Chronicle formed a three-way strategic bond with KPIX-TV, CBS' owned-and-operated station, and Infinity's news KCBS-AM for news projects, polls, events, and cross-promotion. Additionally, late last month the daily created a similar union with Univision O&O KDTV-TV, which produces the market's only daily Spanish-language newscast, and its sister station, TeleFutura KFSF-TV.

Similar deals are being formed in other major markets across the country. In mid-April, The Daily Oklahoman created a news-sharing arrangement in Oklahoma City with Citadel Communications' Talk-formatted WKY-AM. The daily also is coming up on its two-year anniversary with KWTV, Griffin Television's CBS affiliate in the market. In addition to news sharing, the combination between the Daily Oklahoman and KWTV includes sales and the operation of Web site NewsOK.com.

In Sarasota, Fla., the pact between the city's Herald-Tribune and Comcast, the dominant cable operator in the city, may not be new -- it began in 1995 -- but it's important because it represents one of the country's oldest 24-hour news-sharing agreements involving TV, newspapers, and the Web. "Back when this started, the paper wanted to extend the Herald-Tribune brand to TV and Comcast wanted to expand into local markets," said Lou Ferrara, the newspaper's general manager of electronic media and the executive who oversees the cable news and Herald-Tribune.com operations. "One of the big things we've learned since then is the journalism part of these deals -- the newsrooms -- tend to take care of themselves. What people need to watch is the business side."

News-sharing deals have come a long way in the eight years since the Herald-Tribune and Comcast joined forces to launch 24-hour news network Six News Now (formerly Sarasota News Now), which runs on Comcast's systems. The Herald-Tribune, owned by the New York Times Co., maintains full editorial control over SNN.

"I've looked at some of the old tapes, and they were terrible," said Ferrara, a 10-year veteran of the Herald-Tribune who took over the paper's electronic elements (including SNN) about a year-and-a-half ago. "It used to be like reading newspapers on TV. But now we've shown that we can dominate as the local source for news."

Still, one of the biggest obstacles to turning news-sharing agreements into profit centers so far has been getting local advertisers to buy into them -- both literally and figuratively, according to Kelly Dyer, the general manager of NewsOK.com.

"With their day-to-day media buying, some local advertisers aren't to the level yet of having one sales person handle all their needs," said Dyer. "But I think that's going to change once their comfort level evolves with these arrangements."

More palatable right now for local buyers, Dyer said, are special projects and events in the community that can be leveraged across the Daily Oklahoman, KWTV's newscasts, and the Web site. The three-pronged approach, she added, demonstrates that "we have a lot of muscle to bring to the marketplace right now."

Jordan Associates in Oklahoma City has utilized the news-sharing relationship between the three outlets for its clients. Susie Noah, Jordan's vice president/media director said it "can make for a great partnership in terms of being able to tie things together in new ways to get your message out. I think it all depends on the individual goals of each client. One media outlet doesn't always reach your entire goal. You're usually looking for a combined, diversified approach."

The promise of multilayered media coverage, and the potential audience that can be attracted, is also what fueled the urge to converge in San Francisco, according to Marcela Medina, the general manager of both KDTV and KFSF.

"The combined strength will enable us to provide new angles and in-depth reporting for our respective audiences," said Medina. "And we look forward to offering the most substantive service to the community."

Looking beyond how the FCC's June 2 decision on ownership rules plays out for media companies in the weeks, months, and years ahead, the potential upside to news-sharing operations will keep the trend going, said the Herald-Tribune's Ferrara. "It's a constantly morphing process," he said. "But bottom line: There is the possibility for so many more readers and viewers. Our job is to convince advertisers that this type of thing will bring many more people to their doors. [Media] people need to really jump on this."