News Networks Look For a Digital Lifeline

摘要

Much likethe rest of the television landscape, the news industry has undergone a digital transformation in an attempt to court younger viewers who don't rely on linear TV. "The younger viewer is consuming the news so much differently than we all did growing up," said Donna Speciale, president of Turner Broadcasting ad sales. To that end, the news divisions and cable news networks have, over the past year, pushed further into the digital realm, from MSNBC's online video hub The Shift to ABC's World News Tonight anchor David Muir helming daily newscasts on Facebook. And that has changed how marketers are being sold on buying news. Increasingly, the networks' sales divisions are trying to extend media buyers to all their extra screens, choosing to go with a Three Musketeers' approach (all for one, one for all).