You do them every night - primetime topicals designed to draw viewers to your late newscast - but do they send people away instead?  That's what I hear from viewers all the time in focus groups.

I remember one woman who said - "I think they are a public service.  You can decide whether or not it is worth staying up for the late news."   That's right, while you may feel these topicals are attracting viewers to your newscasts - they may be helping them make the decision to go to bed instead - based on what your topicals promise.

And, I have heard some real snoozers already during these May sweeps:

• "Tonight tips on switching to a vegeterian diet."
• A K9 attacks his partner triggering changes at the highway patrol."
• "Tonight a breakthrough treatment for cellulite."
• "Is yogurt really good for you?
• "Too late to quit smoking - for women - that's not true."
• "Workout without feeling you're in a fish bowl."

If you had to pay for primetime air time for your topicals the cost would be enormous - yet many stations treat them as throw-aways.  Do you audit your topicals?

There is only one question to ask - "Would this topic and this copy compel me to stay up for the late newscast?"  Remember you're biggest competition at 10 or 11 p.m. is the "off" button.

I'm going to be collecting more of these primetime snoozers for future blogs - please feel free to send me your favorite worst topicals too.

Jim Willi