I have listened to viewers in four states spread across the country over the last few weeks - and they are saying loud and clear - "It's all about my wallet."

High gas prices, high credit card debt, high anxiety about paying their bills have your local TV viewers focused squarely on their purses and wallets.  So forget trying to entice them with your pre-planned special reports about on-line dating, or slum lords or school safety or any other subjects during this May sweeps - they want basic, solid information on how to survive this crazy economy.

So harken back to the words of Bill Clinton to keep his message on point during his election campaign - "It's about the economy stupid."   One of my clients is doing a month long sweeps push called Money May during their late news - offering money-saving tips on a variety of subjects  and asking viewers to share their ideas.

Believe me the viewers I have listened to in focus groups over the past couple of months would be watching those reports every night.  It is, after all, "all about my wallet."

So, I encourage you to put money as the first item to be discussed in every editorial meeting.  Your viewers are ready to tune in to learn how to cope in today's economy. 

And make no mistake, it is basic survival ideas.  It's not about which stock to buy or anything else on that level - it is more like how to negotiate with my credit card company because I've fallen behind on my payments.

Oh, and one more thing.  They are really tired of you telling them every day that gas prices are up again from yesterday.  Be helpful instead.  Tell then where to find the cheapest gas and save a few pennies a gallon.

Jim Willi