In the news
Content sharing among news organizations is becoming more common. The New York Daily News and the London Evening Standard recently entered into such a union. The trend, however, is by no means limited to print. Four New York broadcasters disclosed in June that they would begin to use pool video, rather than sending competing camera crews to events. Similar arrangements have begun in Chicago, Los Angeles, and Philadelphia.
Why does it matter?
The number of reporters covering events, or breaking news, does impact client campaign or event goals. While it used to be a disappointment if a station elected not to send a crew to an event, there's now a chance that the network will use pooled footage instead, according to Susan Brophy, SVP of media relations at GolinHarris. She adds that clients are adjusting their expectations.
“For years, the measure of success for some clients was how many crews and reporters came to an event,” she says. “You can't measure by that anymore. That doesn't translate into how many outlets will actually run a story.”
The trend also makes reaching the organizations not in attendance even more important, Brophy adds.
“If a station is going to pick up a story from a local news service, make sure it is armed with the facts,” she says. “If they don't have someone on the ground at an event, there is more room for misinformation or messages being lost.”
1. In print, notable partnerships exist between such rivals as The Washington Post and The Baltimore Sun, as well as The Miami Herald, Palm Beach Post, and South Florida Sun-Sentinel
2. In Phoenix, Meredith, Belo, and Gannett stations share a helicopter, while Fox, Scripps, and Meredith outlets work together on ground coverage
3. WTXF Fox 29 in Philadelphia has 20% more new content thanks to its video-pooling initiative, according to Broadcasting & Cable