Author, direct marketing guru, and always entertaining Denny Hatch focuses on a major story in the news and shows how businesses can take advantage of–or avoid the pitfalls from–the lessons to be learned in terms of marketing, sales, PR and communications.
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Imagine people sitting in a bar boozing at 8:00 a.m. It's OK. Most of these morning drinkers work the night shift and this is their cocktail hour. What's more, they want their TV news during prime time when they are having breakfast and getting ready to go to work.
Meanwhile, sometimes I cannot sleep and get up at 4:00 a.m., walk the dog, make coffee, scan the headlines. Alas, the printed newspapers are ipso facto yesterday's news. What happened overnight?
From The New York Times, August 31, 2010:
Stations in Boston, New York, Washington and other cities are adding 4:30 a.m. newscasts this month, joining a backward march that started in earnest a few years ago. And those are not even the earliest. One station in New York, WPIX, will move up its start time to 4 a.m. on Sept. 20.
In catering to the earliest of the early risers, stations are reacting to the behavior patterns that are evident in the Nielsen ratings. Simply put, Americans are either staying awake later or waking up earlier — and either way, they are keeping the television on.
In the past 15 years, the number of households that have a TV set on at 4:30 has doubled, to 16 percent this year from 8 percent in 1995. At 11:30 p.m., by comparison, when most local newscasts end, 44 percent of televisions are on, up 10 percent from the levels 15 years ago.
-Brian Stelter
"TV News for Early risers (or Late-to-Bedders)"
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"TV News for Early risers (or Late-to-Bedders)"
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