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Local Fox affiliate fattens up on news

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When Jerry Martin took over as general manager of WXIN-TV Channel 59 in 2004, the Fox affiliate was airing a three-hour local news and entertainment show on weekday mornings and a half-hour news show at 10 every night.

Eighteen and a half hours of news a week.

Chart showing the amount of news programming on Fox59This January, after Channel 59 expands its weekend morning news shows by an hour, the station will be airing 54-1/2 hours of live local news each week. And if everything goes as planned, by the end of 2012 it will add a 6-7 p.m. newscast weekdays, bringing the total to an astonishing 59-1/2 hours. That means more than a third of its airtime will be devoted to local news—about twice as much as its three competitors and maybe more than any other network affiliate in the country.

“We’re really trying to change the way people look at Fox59,” Martin said. “We want them to think of us primarily as a news station with Fox prime-time programming. I think that will happen because of the number of hours we produce. And as the marketplace changes, we believe that the one with the most resources devoted to news, the one that’s on the most, is going to be seen as the premier news place in the market.”

Fox 59 news anchors Lauren Jones, left, who forecasts the weather, talks with anchors Bob Donaldson and Fanchon Stinger on the 4 p.m. Fox newscast. (IBJ Photo/ Perry Reichanadter)

If nothing else, it’s certainly generating gasps in the industry.

“Wow—59 [hours],” marveled Mark Kraham, chairman of the Radio Television Digital News Association and news director of a station in Hagerstown, Md., that does 29 hours of local news each week. “That’s an incredible amount.”

As Martin sees it, Channel 59 is doing what it has to do to be able to control its own destiny. For decades, stations like his typically existed on a heavy diet of syndicated programming—daytime talk, court shows, game shows and sitcom reruns. But now there’s less of that programming available, what is available can be costly and, because of cable, little of it is available exclusively.

News, on the other hand, is local, exclusive content that can also be used to feed the station’s website and shared through mobile devices like smartphones and iPads.

“Really, it’s local television going back to its local roots, more so than just running whatever Hollywood produces,” he said.

And it appears to make sense in other areas. Martin said the more news Channel 59 does, the higher its web numbers have been. In the past year, he said, website traffic has quadrupled, and the site is making money for the station.

“Not the kind of money you make running a TV station, but it’s starting to become a significant part of our business plan,” he said.

Fox59Local news also serves as a profit center for affiliates. Not as much as prime time—where programming historically has been free and the profit margin from the local advertising time sold during prime time is nearly 100 percent—but as much or more than syndicated programming.

“If you negotiate a good price [for syndicated shows], you’re going to be looking at fairly good margins—nearly as good as you would have in news,” Martin said. He wouldn’t specify a dollar value for either.

Savvy strategy?

Despite all this, opinions differ about whether this strategy will work in the long run.

John Cardenas, general manager of WTHR-TV Channel 13, Indianapolis’ highest-rated local news station, acknowledged that if “you want to grow your news image, it’s probably not a bad strategy on their part.”

But Cardenas remained skeptical that Channel 59 could provide enough fresh content to retain viewers. Or that viewers would gravitate to Martin’s station.

WXIN, which in September 2009 launched the only local news show from 4-5 p.m. weekdays, initially had lower ratings in that hour than when it aired the syndicated talk show “Maury.” The newscast now fares better, running in third place.

So far, Channel 59’s launch of a 5 p.m. newscast this September hasn’t yet translated into a ratings surge. It’s in fifth place—even behind reruns of “Everybody Loves Raymond” on sister station WTTV-TV Channel 4, Cardenas said.

“If you look around the country, a lot of stations have been expanding their newscasts in part to meet the changing lifestyles of viewers, but I think a lot of times it’s strictly to get advertiser revenue the station isn’t getting,” Cardenas said. “My sense is that’s probably the case here, given all the different times periods they continue to expand their newscasts in.”

Martin counters that he expects the 5 p.m. newscast to finish October with a 1.9 rating/4.3-percent share of the audience, a 25-percent improvement over a year ago when “Are You Smarter Than a 5th Grader?” aired in that time slot. And since WXIN sells advertisers on its demos—the demographic breakdown of its audience—not total number of household viewers, he’s happy with what he’s seen so far.

“I would say it is doing exactly what we thought it would do at this early stage … and it will probably be No. 3 in time period in demos by February,” he said.

Since Martin launched his strategy, the station’s news ratings overall have improved, too, especially in the mornings, though it generally trails Channel 13 and WISH-TV Channel 8 during time periods when the stations compete head to head.

And Martin points out that the idea isn’t to get people to sit down and watch full three- or four-hour blocks of news each day but to give them a place to stop for 15 minutes to catch up on what’s happening in the city and state.

If they know Channel 59 is likely to be airing news, they’ll be more likely to turn to the station and, Martin hopes, bookmark fox59.com and follow the station on Facebook and Twitter.

‘Local, local, local’

RTDNA chairman Kraham said the organization doesn’t track the number of news hours stations air, but adding more local news is definitely a nationwide trend.

His station just added a 7 p.m. newscast as a way to reach commuters getting home later.

“And the thing that I keep hearing from everyone is that, to remain relevant, to compete with all of the other voices and things that are out there calling for attention—everything from social media to online products—you must do local,” he said. “Make sure you remain local, local, local, providing a unique product that is unavailable anywhere else.”

Things used to be different. Mike Ahern got his start in Indianapolis TV in 1967, when local news consisted of a half hour a night. In 2004, when he retired from WISH as the market’s gold-standard anchor, the station had been calling itself “24-hour News 8” for more than a decade and was airing around 30 hours of news a week.

Ahern hadn’t heard of Channel 59’s plans to expand, but “my first thought is, that sounds like an awful lot of makeup,” he said, laughing.

Then he got serious. “I’ve always thought if anything survives this multi-channel, multi-informational age we’re in, it would be local news.”

Is there that much news to cover in Indianapolis? Ahern doesn’t think so. “If you hang in there for the full hour and a half or two hours of news, it becomes terribly repetitious. I think they’re counting on, in a very mobile society with lots of choices out there for news sources, people just grabbing their news on the run. In that case, it’s probably not a bad idea.”•

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  • More News is Better.
    I wish they do the following:

    1. Add a hour-long newscast at Noon.
    2. Add the hour-long 6:00 News, already!
    3. Expand the nightly block to 2 hours with another hour from 11:00 PM-12:00 AM and make it a 7-day newscast.
    4. Add a early evening weekend newscast at 5:00 or a 6:00 for an hour. (or just add both.)
  • Hearing, Speaking and Seein just fine...
    D,D, and B,
    Taxpayers are not paying me, I am in fact paying more than my share...You should be saying these things to your beloved Mr. McQuaid - If the corruption in the MCPO is so obvious, why are Brizzi and Wyser still there? Without official charges of wrongdoing it may not then be what Mr. Brizzi did that affected the "promising" career of which you speak, but some overzealous media that knows it would be silly for him to try and defend himself against someone with access to a daily forum. Have not heard anything negative about his family life (and frankly nobodys business), and his conviction rate still seems to be as strong as his first term. I still believe he will be missed by Mar. Co.
  • getting back on topic
    Fox 59's strategy for long-term survival is pretty sound. Gotta go local. Let's face it: the networks really won't need local affiliates once TV and internet are fully integrated. The only local stations that will remain standing are the ones that go local.

    I'm not a big fan of Fox 59 News, but I watch them after 7:00am when the other affiliates are in the network morning shows...WXIN is the only station with all-local news/weather between 7-10am.
  • Why would ayone want to watch FOX news?
    It is a right wing radical group with not scruples at all about lying.
  • Future of Fox 59 News
    The future of Fox 59 is the topic not Brizzi & Wyser. Fox does stand for news in my Indpls home & the Chicago area homes of my extended family. An evening segment of the good news in Ctrl IN would be nice, up-lifting &, I would hope, generate more viewers - to see good news instead of constant doom & gloom. Also, election/candidate news & info from Nov 2, 2010 to Nov 2012 will be a great viewer draw.
  • Facts are Facts
    If Brizzi and Wyser have something then they should sue Fox and Russ. Bring it on.

    Look dude go crawl back in that PR hole you came out of cause they don't. I suppose the taxpayers are paying your salary to defend the untenable? The facts as have been put forth in numerous media sources (not just Fox) are the facts and not very flattering to the leaders running MCPO. Nice job to Fox 59 and Russ for quality journalism.

    Mr. Brizzi and Mr. Wyser had their lights punched out through no one else's fault but their own.

    It is ashamed as at one point before he let his fame and ego go to his head Mr. Brizzi actually had a focus on the prosecutors office duties and the necessary objectivity.

    Amazing what a 2nd term, power, bucks in your pocket and hanging out with the wrong people/influences can do to a guy who from a citizens point of view had a promising career and family life.

    Remember Eliot Spitzer? Hopefully, Mr. Brizzi will be cleared of the reported FBI investigation, Health and Human Services investigation of his provider of the Elkhart State Lease (Bales) and of course the Indiana Disciplinary Commission matter.

    Then he can move forward like Spitzer has and get back on track.
    • Need to read
      Pub, if you read, you'll note I referenced the "gem" that McQuaid out forth (about Brizzi). The facts of the supposed favoritism for preferential treatment, Wyser and Brizzi both had a good case based upon
      McQuaid's unprovable allegations. As with most self proclaimed investigative journalists, he does not let facts get in the way of a good story. If connecting the dots was so effective, why nothing since...may not realize it now, but after January Marion County will wish Brizzi and Wyser were still around...if you don't believe, just look at the conviction rate in two years vs. the past eight...as for McQuaid, I suspect he'll continue to entertain his hundred or so viewers, who by the way, only watch because of the Fox brand...
    • RUSS McQUAID
      Rzr,

      What were Wyser and Brizzi going to sue for???

      All Russ McQuaid did was take a story that was in the Indy Star in July 2009 about modifing a murder sentence and cross reference the campaign finance reports Brizzi filed after the 2006 election and Wyser's campaign finance report in January of 2010 showing the father of the murderer gave both. In Wyser's case, Wyser personally accepted the donation from her father only a few weeks before he modified the murder sentence.

      Connecting the dots is not something Brizzi and Wyser can sue for.
      • McQuaid
        If you think McQuaid is an investigative reporter, think again. Based upon that last gem, he is lucky Wyser and Brizzi didn't sue his behind off (and even those in the media knew it), which is why he gave up the witch hunt. It took him two nights to run a two minute piece on Brizzi's security and did no follow- up. Hit and run journalism seems a but amateurish...I suppose there is always the Enquirer.
        • It is Russ Mcquaid and he is no 180 hitter just ask Carl Brizzi
          Russ is absolutely the best investigative reporter in the city. Jack Rinehart is a distant 2nd.

          I liked the Carl Brizzi showdown wherein he called Russ a Yellow Journalist and basically proceeded to bully and ridicule Russ on his WIBC Crime Beatoff show.

          Who is laughin now Brizz?

          Cannot wait till Russ starts hammering Mayor Marine, Vaughn and the rest of the inbreeding going on in city hall.

          You KNOW for a fact their is a problem with Mayor Marine when he never spoke out against the Brizz...

          C'mon Russ we are waiting for round 2. hope noone at the Station is afraid of journistic integrity which you have been the only one in town to show!!
        • BREAKING NEWS EVERYONE ELSE MISSES
          Good for Fox59! Randy Quaid was the only one to break the news of the Brissi/David Wyser "Pay for Justice" scheme to finance their campaigns. Nobody would have known that Dave Wyser modified a murderer's sentence by taking a "contributions" for Carl Brizzi and his own campaign were it not for Fox59 News.

          Keep up the good work!!!!!

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