We Interrupt This Newscast: How to Improve Local News and Win Ratings, Too
Based on what is believed to be the largest study of local news ever undertaken, We Interrupt This Newscast deelves into hard data to find out what really drives viewership on TV. The numbers reveal that much of what local TV news professionals believe is a myth. The idea that certain topics drive viewers away is wrong. The idea that it must bleed to lead actually irritates views. The data reveal that the key to winning viewers on television is not what you cover, but whether you cover it well. Meaningless stories, no matter what they are about, will fail at the top of a newscast. The problem is quality is harder to do, and Pavlovian mythology of the dull viewer predominate the industry.