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Christian Pflaumer

Recent Posts by Christian Pflaumer

May 5, 2017

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Categories: Communications, News Media

Pitching Local TV in Pay-for-Play World

Many of us have been there. Following the national launch of a health campaign, we’re seeking extension opportunities in local markets, particularly with seemingly “low-hanging fruit” like local broadcast. But what do you do if local TV in your target markets is dominated by pay-for-play opportunities and your program/clients don’t support such opportunities? We all know that pay-for-play is not a new phenomenon. Many mainstream media outlets have been leveraging this format for years. Today, pay-for-play is also becoming more and more common at the local level – a fact I had not fully appreciated until I started working on a local market tour for a celebrity spokesperson about two years ago. Like most media specialists would probably do, I cringed when encountering these local TV pay-for-play shows. I thought – that’s it, the days of pitching local TV are over, especially for anything for any story with a pharma tie! Then, I realized that offering a celebrity or notable spokesperson could be a win-win for the station, even if it’s for “free.” In addition to helping us publicize the program, it helps the TV station build or maintain audience, which they need to sell paid segments in the firstContinue Reading

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