Baltimore Sun, WBAL partner
WBAL, Hearst-Argyle Television's NBC affiliate in Baltimore, and Tribune Co.'s Baltimore Sun have partnered to share weather and news, MediaWeek reports. WBAL's chief meteorologist is now featured on the back page of The Sun's Maryland section and answers daily questions on baltimoresun.com. WBAL, meanwhile, is airing stories from The Sun covering the suburban and outlying counties. "We'll get some advance notice on stories, things we would not have had ourselves," said Bill Fine, president and general manager of WBAL.
If this type of deal sounds familiar, that's because it's not that different from the deal that WESH, Hearst-Argyle TV's NBC affiliate in Orlando, Fla., has had for the past three years with the Orlando Sentinel, another Tribune paper (which, not coincidentally, was run by Tim Franklin until he recently left to become the editor of The Sun). That deal started as primarily a weather deal (and eventually, a shared weather site, orlandoweather.com). Now, MediaWeek says, "The two outlets collaborate and share costs on political projects, including co-sponsorship of debates and polling, and some sports programming. The largest project to date was a special investigative series, 'Building Homes: Building Problems,' which ran 20 consecutive weekdays in October and November on WESH. The paper and WESH hired an engineer and consultant to do the study, something neither outlet could afford to do on its own." The project was a great example of convergence that works.
Jul 11, 2004 | E-MAIL | SAVE | PRINT | PERMALINK | DISCUSS(0)
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