Wednesday, 15 January 2020: 10:45 AM
204AB (Boston Convention and Exhibition Center)
Southeastern New Jersey, technically a part of the Philadelphia Designated Market Area (DMA), has traditionally maintained a Broadcast Meteorology presence via WMGM-TV. An NBC affiliate which went on air in 1966, it was the only major network affiliate in the state of New Jersey and the only local news channel in that corner of the state.
In December 2014, the station's news operations shut down. This left the region with a void in local weather coverage, especially during the non-summer (off-peak) season, when nor'easters bring coastal flooding and wintry precipitation. The Press of Atlantic City, which covered the same area as WMGM, remained as the only major news source.
In operation since 1895 and having a high market penetration, The Press pursued a Meteorologist to act as an cornerstone for digital operations. This led to the hiring of WMGM's Chief Meteorologist, Dan Skeldon, that winter.
The falling cost of video production, in house camera equipment and expanding digital footprint provided an intersection for opportunity. As people continue to increasingly get news and weather in an active (seeking) setting, it produced instant results. The credibility, popularity and local knowledge of the former WMGM chief led to the Meteorologist being the main public face of the company.
When Skeldon left in the summer of 2017, The Press continued to support a Meteorologist. Since being hired in September of that year, I have continued to maintain the same level of production and expand footprint. Daily video forecasts are shot from The Press' green screen studio thrice daily, where it is then edited and pushed out online. The combination of in-house equipment, low cost graphic purchases and free usage agreements had led to a broadcast that maintains quality. Live streams have proven successful during times of breaking weather news.
While a background in writing was never required, a daily weather column appears in print and online each day. Local, weather related stories are pursued on occasion along with a Weather Center for evergreen content. Social media is relied upon heavily to generate views and clicks via professional accounts and interacting in Facebook community groups. The push for branding and promotion led to a sponsorship, video series, podcast, speaking events, emcees and more. The concept has proven so beneficial that a sister publication hired their own Meteorologist in recent years.
As all media sources use the internet as the platform for information, this presentation explores the benefits of a Meteorologist in the oldest form of news media in a time where the newspaper industry undergoes significant change.
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