WWAY-TV and ethics: it's worse than I thought

As I wrote not long ago, I really don't look for reasons to write about the people at WWAY, but they seem to try really hard to give them to me.

This is just stunning. Stunning actually doesn't begin to describe my reaction - I wrote earlier about a "news" story about a company award won by the local BMW dealer, but even then I tried to give the benefit of the doubt, and thought perhaps it was just an ethical slip on the part of some junior members of the sales and/or news staff, perhaps born of inexperience. And I thought, when I wrote earlier about "Dancing with WWAY," that it was nothing more than one of the stupidest sweeps series I ever saw.

WWAY TO GO: LIVE, LOCAL, INTERACTIVE
But no, as this article published on TVNewsday, a subscription-only trade website (but almost certainly mostly written by WWAY staff themselves) brags loudly and lustily, they are proud of the success of a new plan to completely disregard the separation between sales and news. The article even reports that the ridiculous failure (as a news series at least) "Dancing with WWAY" earned them $5,500 for that ethical breach. I don't have time to go into the Mother's and Father's Day promotions, which were equally stupid if not quite so annoying, and apparently just as unethical.

Weatherman Chris Phillips was a good sport about it, but nonetheless seemed rather pained to be participating in "Dancing" even before he was actually injured and had to sit out the rest of the "contest." Stephanie Beecken, on the other hand, threw her entire talentless self into it. While it is probably accurate to describe him as one of "two of our most popular news talent," how on earth could they include her in that?

Even after the pretty much complete turnover of the newsroom over the past year, it is ludicrous to claim that yet another imported bottle blonde is even familiar to anyone in Wilmington, much less "popular," after three months here. I had felt sorry for her up till then, definitely including her in the list of those I mentioned earlier who arrive here on their "first or second jobs out of college and spending one contract term here working for their big break somewhere else, or showing us and themselves why they don't have what it takes to get any further." While I wasn't thinking of her specifically when I wrote that, she is definitely in the latter camp. The only talent I have observed in her thus far is an entirely uncalled-for self-esteem. She wasn't bad at the dancing, but who gives a flying flip about that? I just noticed on the WWAY website (no link in order not to give them more traffic to brag about) that even after his injury, Chris still somehow won the contest - that would pretty well underscore the lack of "popularity," then, wouldn't it?

Getting back to the real subject here, the ethical impropriety of selling a news series, I am basically flabbergasted. The slogan "Live, Local, Interactive" doesn't mean that you do news items just for the sake of getting ad revenue out of a sponsor. I used to say that perhaps it's OK to solicit and credit donations of clothing, decorations and services for the news set and anchors, but apparently that was the slippery slope that let these people end up in the ethical swamp at the bottom of anyone's acceptable news ethics guidelines.

They should be ashamed, and in another day, they would be facing FCC investigation, I truly believe.

In case you think I'm exaggerating the absolute wrongness of this practice, see this article on the website of the Poynter Institute, acknowledged as one of the leading sources of journalistic guidance. The article is three years old, but I can't imagine that the wall between news and sales that had existed for decades has fallen in that period of time. Here's the best, most applicable, quote, with my emphasis added:

Candy Altman also views these challenges from the corporate level as vice president of news for Hearst-Argyle Television. She says the news/sales line ethical dilemma "continues to raise its ugly head."

"Thankfully, our company is very clear on this issue," Altman says, "but I still hear horror stories about deals being made to sell news content that should not be for sale."

(I'm pasting this entire article below in case WWAY realizes that this isn't something they want to brag about, and takes it off their website. I've added emphasis on the key points mentioned above.)

Market Share by Arthur Greenwald: WWAY TO GO: LIVE, LOCAL, INTERACTIVE
TVNEWSDAY, May. 21, 6:21 AM ET

The ABC affiliate in Wilmington, N.C., is finding success with "just right" promotions that involve viewers and rely on the humblest of new media—e-mail.

By Arthur Greenwald

When it comes to new media, small- and medium-market stations face the classic Three Bears dilemma.

Too few interactive features make a station look dated and permit competitors to gobble up online advertisers.

But too much fancy digital content can waste money and staff time, while delivering a minimal boost to ratings and revenue.

But those clever Goldilocks at WWAY in Wilmington, N.C., have got it just right. The Morris Multimedia ABC affiliate has branded itself as WWAY-TV3: Live, Local, Interactive! They achieve all three with a smart and selective combination of old and new media.

To make certain the station lives up to its slogan, General Manager Andy Combs ordered his team to scrutinize every daypart for opportunities to add a local slant and, when possible, an interactive twist. But there was a catch. Combs insisted that each innovation prove cost-effective.

That was just fine with News Director/Senior Strategist Jack Pagano, who set about refreshing both the station’s newscasts and Web site with the most tried-and-true of all "new media"—e-mail.

"We invite viewers to comment on every story, and they certainly have a lot to say," says Pagano. "We’ve been able to build viewer opinions right into the newscasts, in the form of e-mail [excerpts] and direct viewer polls. (Click here and see what WWAY viewers say about immigration reform and other stories.)

"It worked so well," adds Internet Sales and Marketing Director Charlie Bragg, "that we wanted to see what we could do with ABC primetime."

Not long ago, MarketShare asked why more ABC affiliates weren’t leveraging the network’s solid success with Dancing With The Stars. It turns out that this ABC affiliate was, well, WWAY ahead of us.

"We created Dancing With WWAY," says Bragg, "and we built it around two of our most popular news talent: meteorologist Chris Phillips and reporter Stephanie Beecken." In fact, Phillips and Beecken are the only contestants, locked in a running battle for weekly bragging rights.

Although the newsroom colleagues dance in tandem, "our viewers decide each week who"s the better dancer," explains Pagano. "Chris and Stephanie have to learn the same steps as the primetime contestants."

Making sure they do is Babs McDance, a local dance studio and social hall that Bragg quickly signed up as a series sponsor. "Neither was an especially good dancer before starting lessons," says Bragg. "So viewers could really appreciate their progress as they followed along at home."

And follow they did, thanks to weekly news features, which Internet Director Chase Clark repurposed as online videos on a dedicated Web page. Viewer response was so enthusiastic that tomorrow (May 22) the station will celebrate the season finale of Dancing With The Stars with a live event. All of Wilmington is invited to the Babs McDance studio to applaud ABC’s primetime winner and, more important, to cheer on Phillips and Beecken in their final face-off.

It’s like a combination of a local contest and an Oscar Night Party," crows Pagano. "We’ve even lined up another sponsor, Chelsea’s Wine Bar and Eatery, which is donating refreshments for attendees, just as Babs McDance is donating the location."

Whoever triumphs, WWAY has taken steps to ensure that the real winner is Wilmington. In lieu of tickets, viewers are asked to make a donation at the door. "One hundred percent of the proceeds go to the Lower Cape Fear Hospice," says Pagano, who predicts hundreds of attendees.

According to Bragg, this promotion netted the station around $5,500 in new revenue, on air and online, from Babs McDance alone, not bad for the 136th DMA. The station earned added value in the form of increased viewer interest in the newscast and online. There was even a bonus effect: it seems that eavesdropping on Chris and Stephanie’s lessons inspired WWAY viewers to get up and try it themselves.

"We heard from several senior citizen homes that residents were imitating the steps on their own, and even demanding dance lessons," says Pagano. "Naturally we sent out our crews and got some very nice feature stories."

Indeed, the viewer response to Dancing with WWAY was so encouraging that midway through the promotion, the station quickly scheduled another: a Queen For A Day-style campaign with an interactive twist they called Make Your Mother’s Day.

Jump-started with an appealing promo shot at a local elementary school, the campaign invited viewers of all ages to write to the station and explain why their moms deserved a day of luxury. Over 150 responses soon followed, mostly by e-mail, but some by fax and regular mail.

Charlie Bragg’s team made sure that Wilmington’s Top Mom was showered in prizes, provided by the six local sponsors who also spent a collective $3,500 on airtime and online ads.

The station received so many thoughtful entries that despite many hours of overtime, the newsroom staff was hard-pressed to select just one winner. But choose they did, along with six runners-up who received large bouquets, thanks to the extra generosity of one of the sponsors, Azalea Coast Florist.

(See the Make Your Mother’s Day Promo and winning entries by clicking here.)

Just like Dancing With WWAY, the Mother’s Day promotion resulted in a big boost to the station’s Web traffic. So much so that they’re ready to launch a third promotion for—you guessed it—Father’s Day. But the deadline will be a few days earlier so they can once again compliment a Web-based contest with traditional TV production.

"We plan to surprise the winner by presenting the prizes during our newscast." says Pagano. "We’ll knock on the winner’s door and surprise him live on the air."

Which could lead to yet another interactive feature on administering CPR to a shocked father.

Market Share by Arthur Greenwald focuses on successful station promotions of every shape and size. Have you produced the Mother of All Marketing Campaigns? Don’t keep it a secret. Let us share your success with your colleagues around the country. Write to Arthur at greenwald@tvnewsday.com.

Looking a little different at WWAY News

It's too early to say exactly what the change is, but there are definitely some changes on the anchor desk at WWAY TV.

The hapless humanoid Kaci Christian appears to have been demoted from her three-month or so reign as 6 & 11 co-anchor with the slightly hapless Steve Rondinaro. I'm not sure exactly what his title, "managing editor," means, beyond an ego boost and an excuse to pay a middle-aged white man more than anyone else, but I assume it allowed him to transfer the energy he generated grimacing at her absolute, appalling, lack of ability to relate - to him, the weather people, the camera, the viewers and her subject matter - into a decision to back her out of the main anchor gig.

The long-suffering Ann McAdams, the only member of the adult sector of the newsroom (not counting Chris Phillips, who they definitely need not to force out!) to remain since new management came in swinging the budget scythe last year, has been restored to the 6 & 11 anchor chair next to Steve. She isn't the best anchor the world ever saw, but she is head and shoulders above the imported botox bimbo - and she has one of the key ingredients of an audience-building cornerstone of the newsroom: she is local and she's not going anywhere.

If there has been any mention on the air (which I really wouldn't expect) I have missed it, but the new configuration began the first of this week, I think, and it's reflected on the newsteam page of the WWAYtv3.com website, where Ann's photo has moved up next to Steve's, bumping Kaci down to the second tier of images, and her title has changed from Anchor/Producer to Evening Anchor, formerly the province of Steve and Kaci only. Kaci retains that title right now, but that could change as quickly as Ann's did, the move taking place one day and the title change later.

You don't have to look far to see that continuity and the level of trust and familiarity that come only with years of exposure, combined with an unspoken assurance that she's not spending half her time looking for her next job, are the keys to building and keeping a loyal local news following. Charlie Gaddy at WRAL, Larry Stogner at WTVD, Ken Murphy and Frances Weller at WECT - there's nothing groundbreaking about the rewards of having an authoritative, "permanent" face on your anchor desk. Spread the radius farther, and everywhere you look, the leading news sets in most markets are led by someone with not just years of experience but years in that very chair.

It's a given in this size TV market that the reporters and probably the second-tier anchors will be transients, probably in their first or second jobs out of college and spending one contract term here working for their big break somewhere else, or showing us and themselves why they don't have what it takes to get any further. (Kim Lehman at WECT/WSFX is the best anchor in the market by far, in terms of talent and performance, but at this point I don't think anyone has the feeling she's staying around. If she is, Frances' replacement is in the house!)

The only way to get audience loyalty is by getting and keeping a copacetic anchor team - including the weather folks and, everywhere but WWAY right now, including sports. Get Ann some speech therapy or a dental appliance to lose the lisp, and assuming her doctor-husband is happy here, you've got your main standby. The jury's still out on Steve - if he can tone down his hokey 80s-style selling of every word a little bit, and increase the already hugely improved chemistry with Ann vs. the total lack with Kaci, and if he and the management are both committed to the long run, he may be a keeper too. There is a pretty clear lack of news judgment over there, significantly more effort spent promoting stories than ensuring the reporters have a grasp of the subject they are addressing, so perhaps he can exercise the "managing editor" part more, too.

It's not rocket science, y'all ....

Product placement works - on WWAY news

I truly do not look for reasons to pick on WWAY. But the news item I saw last night about the local BMW dealer earning a 2007 "Center of Excellence Award" - from BMW, not some objective outside party - is the single worst instance of pandering I've ever seen.

I can't provide a link to the story, as they had the good sense not to post it on the website. But here's what I recall: it was an actual reporter package, with a soundbite from someone from BMW who looked like a deer in headlights, probably startled to have TV coverage of such absolute non-news. It was as gushy as if someone from UNC Wilmington had won the freaking Nobel Prize - ONLY the top 10% of dealers each year attain this pinnacle of customer satisfaction blah blah .....

OK, so there are about 350 BMW dealers in North America, which means that 35 of them won this award this year. In fact, a quick google finds that at least one other dealership in North Carolina won it this year - and they earned it in February, which I suspect would also be true of the local award. This award isn't for having the most kidney donors on staff. BMW says: "The Center of Excellence award is reserved for those dealers who excel in brand values and customer satisfaction while achieving key business objectives related to vehicle and parts sales. "

I wouldn't consider it worth a reporter package on the 6:00 news if they were named the very best BMW dealership in the country, but this is absolutely ridiculous. An internal company award is simply not real news, EVER and one announced four months ago isn't even slightly like news. If they want to buy commercial time and brag about it, that's fine, but it just doesn't get news coverage.

This was so transparently either a direct tie-in to an ad sale already made, or a big pitch to make one, that I almost lost my lunch. I suppose it's conceivable that an amateur news director might think it acceptable to call this news, but I simply can't believe the wall between ads and news has so completely crumbled.

More fun with WWAY news

I really haven't been that critical of technical performance in the writing of regular people on blogs and forums, but because I've been such a stickler on facts and so forth, I got the Comma Doctor name I so enjoy. And I figured I need to live up to it a little bit.

I linked to this bio of news director Jack Pagano at WWAY in an earlier post about the stellar new anchor team he's put in place. Normally, I try to give a little quarter to the occasional typo, etc., but not when the guilty party is a news director, especially one in the process of pumping himself up so large. So here are my edits and comments - comments in [brackets] and edits in boldface or strikethrough.

Two things, to be clear: I have no connection to WWAY or Mr. Pagano, have never had any contact with him whatsoever. And these are only CORRECTIONS of what is actually WRONG with this bio - not even gonna try to critique the content and presentation beyond one or two minor moves of text.

Jack Pagano, WWAY-TV3 News Director

Jack comes to Wilmington after spending the past two and a half years in Iraq and Washington D.C., Jack worked as a government contractor, Ssenior Sstrategist/Eexecutive Pproducer (Gov’t Contractor)--
developing and producing high level information operations products in the Middle East.
He also trained Iraqi’s Iraqis [plurals don't need an apostrophe] in the art of producing television in a challenging and agile [don't think environments do a lot of jumping around - and not really sure what would be the correct word choice as I can't even discern what concept he intends to convey] environment. One of his highlights in Iraq--directing and producing, [delete comma here] “Baghdad My Love” [add comma here] a compelling and behavioral [what the hell does that mean?] music video that’s motivating and inspiring Middle East audiences.[to do what? kill more Americans?]

Jack has more than 28 years of civilian and military and documentary broadcasting experience. He has produced high level video work for Fformer Secretary of State GENen. Colin Powell,[delete comma here] and Oliver North,[add comma here] and for President’s [plurals still don't need an apostrophe] Bush and Clinton. Jack is a retired Army Llieutenant Ccolonel with extensive hands-on overseas experience, called back to active duty experience in: [absolutely no need for a colon here] Operation Desert Storm, Bosnia, Kosovo and Operation Iraqi Freedom.

Jack’s commercial broadcasting experience includes stints as a Pentagon Ccorrespondent and Pproducer for FOX News, Eexecutive Pproducer at KDFW in Dallas, Texas, and Ppreproduction Pproducer/Ssupervisor at WSVN in Miami, Florida.

In 2005, Jack was a coordinating producer and videographer for Nick Lachey and Jessica Simpson's 2-hour ABC TV special, "TOUR OF DUTY," that aired around the world in 2005. During that special[add comma here] Jack Pagano he shot and edited a music video that aired worldwide. The ABC primetime show aired May 23 and July 4, 2005 around the globe.

Pagano's began his broadcasting career began as an page at NBC Page in New York. He holds a B.A. degree in Communication from Seton Hall University.

He continues to seek out work that will inspire, educate, and empower audiences everywhere. Pagano is an award-winning producer,[delete comma here] who creates impassioned productions.

Jack’s vision and goal at WWAY-TV3:
Develop and produce stories and newscasts that educate, inform, motivate, empower, entertain and inspire. It’s all about "people" and the way they live and work in Wilmington. Make a difference every[add space here]day...

And now for something completely different

There's no media criticism in Wilmington, so I was in the mood to do some.

Star News Forums

I'm a little tired of the news itself, and wondering who and when will ever make a comment about the newest news team in town.

Grinny Ginny and her partner Ron Burgundy have been on Channel 3 for a couple of months now and while I did my best to give them a fair chance, I am just flabbergasted that anyone thought this was an improvement over Ann McAdams and Jon Evans.

Where do you start? Kaci Christian is probably the worst excuse for a main news anchor I've ever seen anywhere. She appears to have both the personality and intellect of a houseplant, but a carnivorous one that has been trained to bare its teeth when the lights come on, and to enunciate clearly. I have never seen anyone worse at camera changes, happy talk between segments, or applying the appropriate facial and vocal emotion to what she is reading. She will grin manically, batting the lashes on her caricature-sized eyes, as she lists the dead from a mass murder. I would joke that an AM radio station somewhere must be missing its traffic girl - except that it's true. How anyone bought her as a serious journalist, or even a good news reader, is simply beyond belief. I think it's testimony to the power of self-promotion. It's certainly not humility.

Steve Rondinaro probably isn't as bad as he seems to be as a result of debuting with her as a team. At least he's been to North Carolina before. He certainly has a nice voice and a particularly strong ability to use it to sell his stories. I don't know whether he's writing the promotional copy he reads - both during the news, as teases before commercials, and freestanding promos during other shows - but some of them are hilarious in their resemblance to 80's news parodies. He truly seems to have stepped out of a time machine from about 1981 - and pairing him with her only reinforces the worst aspects of his presentation.

Other things seem to have changed around there too. What the heck was this Dancing with WWAY garbage? Wasn't there any news for a whole month or whatever? The thing they did on Good Morning America was pretty stupid but at least they have a bigger budget to waste than these guys down here in Podunkville-size market.

Most of the reporters on Channel 3 seem to try hard to do a good job, but it's almost impossible for me to watch a whole show with those two on it. I end up laughing at the incredible stupidity of the blonde one and then giggling at the apparent eyelid paralysis of the other one, and the next thing you know it's the weather. But not the sports - apparently those two were so expensive to get that they don't have a sports department anymore. Gene Motley wasn't the best sports guy who ever lived, but people around here were definitely used to him, he still cared about his job after about 80 years doing it, and you could say he was an institution. The only thing I can imagine worse than being fired and replaced with a younger version is to be fired and replaced with Grinny-Ginny-and-Ron-Burgundy-do-SPORTS-too!!

Finally, while I was poking around the web, I found something that may explain a lot of this stuff. Perhaps this has something to do with the level of news judgment being exercised over there. The auteur of the behavioral music video - yes, that's what he calls it in this item on their website - Baghdad My Love - yes indeedy, that's the guy to figure out what's news right here in River City. If you're not familiar with high level information operations products, which he brags about as his background, you might want to do a little research and then get a little afraid every time you turn on Channel 3.