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.