Multiplatform Initiative

KTNV Targets Teens, Their Advertisers

KTNV, Journal Broadcast Group’s Las Vegas ABC affiliate, has launched a multiplatform initiative to tap teens, people like parents who have a vested interest in the teens and advertisers who want to reach all of them. Diana Marszalek reports on For Our Teens, which includes digital features as well as special on-air broadcasts.  
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KTNV, Journal Broadcast Group’s Las Vegas ABC affiliate, has launched a multiplatform initiative to tap teens, people like parents who have a vested interest in the well-being of teens and advertisers who want to reach all of them.

For Our Teens, which KTNV launched in March, includes digital features as well as special on-air broadcasts, says Michael Gay, Journal Broadcast’s VP of interactive media.

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“Everybody has a teen connected to their lives or has had or will have,” Gay says. “We didn’t feel like there was a good resource for them to go and hear the story of what our teens are doing in our community and the serious challenges facing them.”

The effort started in full-force in April, when KTNV produced a one-hour special on teen issues — bullying, homelessness, sex trafficking and Internet safety — that ran on-air as well as online and on mobile, Gay says.

Digital stories cover topics like the program’s first Teen of the Month, hot button issues such teen pregnancy prevention and features including a singer who uses music to help teens and scholarship winners.  

Gay wouldn’t say how many people have visited the site, only that KTNV in April experienced its “highest traffic ever.”

Brand Connections

The effort also includes linking teens with the businesses and organizations — from college prep counselors to summer camp associations — who serve them, which could occur through a range of “partnerships,” from advertisements to sponsored content, he says.

For the Teen of the Month program, for instance, the station has already partnered with the Silver State Credit Union, which will give each winner a $100 gift card. The site includes a list of organizations that provide services to teens , which are the kinds of groups that may eventually want to highlight their offerings through advertorial-like advertising, Gay says.

“There are a lots of businesses that are trying to talk to those connected with that audience,” he says. “So many different advertisers that touch that world have been coming and supporting our project because they agree with the strategy and who they are talking to.”

For Our Teens launched in conjunction — and shares a similar strategy — with another KTNV initiative, PositivelyLV.com, a website that Journal Broadcast EVP/KTNV GM Jim Prather says grew out of viewers “telling us ‘give us more positive news,’” particularly after the market plunged into the recession.

Stories on the site focus on the people and organizations making a positive impact on Las Vegas.  Anchor Beth Fisher has been doing on-air stories for about 18 months, he says. “There is so much positive news going on and it s not being reported,” he says. “These stories are uplifting and compelling.”

Prather says first-year revenue projections for For Our Teens and PositivelyLV  together are in the six figures. The Napoli Group, a Las Vegas real estate company, is the main sponsor for the sites.

Gay says the new endeavors in Las Vegas reflect Journal Broadcast’s larger initiative to create niche websites “to continuously grow our brands beyond the traditional brand.”

The company also recently launched WIsports.com, which covers Wisconsin sports teams (Journal’s WGBA Green Bay and WTMJ Milwaukee are the Green Bay Packers’ flagship broadcast partners) and Nashville Edge, a site that covers country music news as well as happenings in Nashville and Las Vegas. Now Trending, which focuses on viral news stories, runs on all 50 of the websites serving Journal Broadcast’s TV and radio stations. 

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