Each day’s story has a web element. A digital version of each package is provided to you at the same time you receive the on-air package, script and supers. This includes a written piece (not just copied and pasted from the package script) and a jpg photo that can be placed on your website. I don’t need or necessarily want traffic on my website, I want your station to get it all.
Digital producers tell me the stories do extremely well online and continues to get impressions for days after it airs in their newscast. One station’s web master/producer told me the “What the Tech?” franchise regularly gets 8,000-13,000 impressions per story. Few pieces get anywhere near that with the exception of big or breaking news.
In addition to the web version of the stories I also produce some ‘how-to’ segments that tie into the piece that stations can use as ‘web exclusive’ content.
For instance, a recent story on saving money with an app came with a 2 minute demonstration of where to find, install and use the app. This was delivered to stations to be placed on their website and push viewers to the site for “more” in the tag to the on-air piece. That’s web exclusive content few stations can offer viewers.
A digital version of these technology packages is important because if a viewer in your market Google’s something we do a story on, they’ll be directed to a news site in their area. That’s more “Google Juice” for your station.