Publications
Publications
- September 2014 (Revised March 2015)
- HBS Case Collection
Managing Multi-Media Audiences at WHDH (Boston)
By: Thales Teixeira and V. Kasturi Rangan
Abstract
WHDH's Channel 7 News rose to the #1 position in Boston-area news broadcasting through its embrace of an innovative format and for affiliating with NBC. Since the early 2000s, however, other news programs had copied their format, and young audiences had begun to use the Internet to get their news, dramatically cutting ratings and ad revenue. Station owner Edmund Ansin and general manager Chris Wayland faced a choice of whether to use the TV news to push viewers to the station's website and monetize online, or use an online presence to build loyalty to Channel 7 and thus drive viewers to TV.
Keywords
Digital Marketing; Online News; Television Advertising; Attention Economics; Cross-media Efforts; Competition; Online Technology; Consumer Behavior; Organizational Change and Adaptation; Change Management; Marketing Strategy; Decision Choices and Conditions; Online Advertising; Television Entertainment; Media and Broadcasting Industry; Boston
Citation
Teixeira, Thales, and V. Kasturi Rangan. "Managing Multi-Media Audiences at WHDH (Boston)." Harvard Business School Case 515-037, September 2014. (Revised March 2015.)
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