TITLE

Beyond "a Man and a Map"

AUTHOR(S)
Higgins, Kevin T.
PUB. DATE
May 2004
SOURCE
Marketing Management;May/Jun2004, Vol. 13 Issue 3, p18
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
This article presents an interview with The Weather Channel (TWC) executive Wonya Y. Lucas about the cable network's marketing strategies in the U.S. TWC traditionally had a strong brand and always performed well in consumer and cable-operator surveys. There is little direct competition unless there is a major national weather event, so there is a tendency to get in a groove and not think too much about the competitive situation. The network prefers to think of the viewers as weather enthusiasts. But that is not the group that defines the network. TWC has just embarked on a psychographic study to better understand the different audience segments, be they weather planners or those who are just interested in top-line information. A key segment is the vitalists, people who have a curiosity about the world and consume information voraciously. Meanwhile, the perception advertising clients have of TWC is that it is a man and a map, but it is about what people do with the information it provides and their state of mind. People are watching TWC with a purpose, and that makes them receptive to an advertiser's message. One of the distinctions between TWC and other cable networks is public service aspect. People trust the expertise of TWC in delivering information that is important to public safety. In times of severe weather, TWC saves lives.
ACCESSION #
13468238

 

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