RTNDA: Your website is an investment, not an expense
Steve Safran October 25th, 2006
Something occurred to me during the RTNDA session on stations’ efforts to convert to HD: stations are spending a ton of money to go hi-def, and nobody is asking “are we going to be able to monetize this next quarter?” But many stations still ask that about online efforts. Sure, there is a difference: the FCC is mandating stations go digital by 2009. But the marketplace is demanding stations get serious online right now, and it’s still hard to get them to part with a penny that doesn’t show an immediate return. You have to stop thinking of the web as an expense. It’s your future. Someone asked Dave Spirak of WFTV if the station saw a ratings spike after going HD. Spirak said no. Of course the station didn’t. It improves the product as a whole. Same with the web. And the web has potential far beyond simply making the TV picture twice as clear: you can make your audience’s understanding infinitely clearer. There’s money in that. You’re doing your budgets for 2007 right now. Stop putting the web into the expense column, and start coming up with a five-year business plan that makes it a profit center.
10 Comments Add your own
1. Barney Lerten | October 25th, 2006 at 10:29 pm
Hear hear, Steve. I sure hope folks think long-term (5 years seems an eternity at some corporations). Progress toward a goal, yes. But not overnight kaboodles of dough. It’d be like turning the tiller direction-wise over today’s classic loving or hateful single piece of e-mail. React, yes. Flinch, nope.
Then there’s that whole crazy fad notion of embracing celebrating mistakes. Sounds great in the abstract, but what cadre of employers is that forgiving, if it hurts the bottom line? Best to test, I say. Listen closely to the reaction, and adjust accordingly.
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