Local TV newscasts have been making viewers angry for years.  Now you're doing it at an even higher level as you try to send viewers to your station website.

Every time we do focus groups viewers complain that local TV newscasts promise a story and then make you "wait for the entire newscast to see it."   That's why I am a zealot about promising one story as being "NEXT" and then delivering that promised story first after the commercial break.

But this approach is a rarity outside of the AR&D clients who have bought into my "Next" rant.  Now I see newscast after newscast that also tease viewers to their website - instead of delivering information they come to your local newscast to see.  Congratulations - you have added another level of frustration for your local news viewers!

Over and over I see stories like - "there are seven ways to save money when you go grocery shopping.  Go to our website for all the information."  What?  Why am I wasting my time watching your newscast.

While it is admirable to desire to send viewers to your station website - and there is increasing pressure to do just that - you must give them extra information if they make that journey.   And you darn sure have to give them a complete story in the newscast - not give them half the info - and tell them to go on the web to get the rest. 

So today's message is this:  Give your viewers the whole story (it is why they come to your newscast) and then promise them more in-depth information on your website (and of course deliver on that promise).   And one more thing - don't send them to the web on nearly every story in the newscast.  I have seen this a great deal lately too.   It is a huge irritant.

Watch your newscast tonight.  See if you are guilty of providing a whole new level of irritation for your viewers.