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Outtakes.

Rating TV

February TV ratings from Nielsen Media Research showed KATV-TV, Channel 7, held strong in the evening hours, leading in two of the evening news timeslots. With a strong showing at 6 a.m. as well, KATV's sales manager Leigh Graham said that she considered it to be a good book for the station, though some of the numbers were down from the station's February 2010 book--possibly because the Winter Olympics pumped up last year's numbers somewhat.

KTHV, Channel 11's numbers show a continuing fight by the station to hold its own against KATV. While many of the Gannett-owned station's numbers represent a small drop from February 2010, the station won the 5 a.m. hour. With a rating of 11, KTHV also showed an improvement at 10 p.m., and won that hour. The ratings number is the percentage of the market watching the station.
News Numbers
Rating/Share for February 2011

Station  Feb. 2011  Feb. 2010  Change

5-6 A.M.

KARK        2/13       2/15      0/-2

KATV        3/25       4/24     -1/-1

KTHV        4/28       5/30     -1/-2

6-7 A.M.

KARK        5/19       5/19       0/0

KATV        7/29       6/20       1/9

KTHV        5/21       7/25     -2/-4

5 P.M.

KARK        9/20       9/19       0/1

KATV       13/28      14/27      -1/1

KTHV        6/12       7/15     -1/-3

KLRT         2/4        2/3       0/1

6 P.M.

KARK        9/17       9/16       0/1

KATV       14/26      13/23       1/3

KTHV        6/12       8/14     -2/-2

9 P.M.

KLRT        8/13       7/12       0/0

10 P.M.

KARK        7/14       6/17      1/-3

KATV       10/20      10/19       0/1

KTHV       11/21       9/18       1/3

KLRT         2/5        2/5       0/0


Larry Audas, who left KTHV on April 1 to take a job with another Gannett station in North Carolina, said that he was pleased with the 10 p.m. number.

"I'm really proud of our team there in Little Rock," he said.

Chuck Spohn, general manager at KLRT-TV, Channel 16, seemed pleased with his station's numbers as well. The station--the only one in the market to have a 9 p.m. newscast--saw improvement at that hour. The station's share at 8:30 p.m. was an 8, but that jumped to a 13 at 9 p.m. The share is the percentage of all sets turned on that are watching the station. A 63 percent jump in its share compared with its lead-in proves, Spohn said, the station's status as destination: Viewers are tuning in specifically for that program.

KARK-TV, Channel 4, does not subscribe to the Nielsen ratings and so cannot comment on them.

Marketing Prescription

Jim Karrh, founder of marketing firm Karrh & Associates whose marketing column "Karrh on Marketing" has appeared regularly in Arkansas Business for a decade, has compiled some of the best of those columns into a book now available on Amazon.com.

The book is titled "30 Doses of Marketing Success: A month's worth of tips from a 'Marketing Doctor.'"

"I started the column on kind of a test basis, late in 2000 or early 2001," Karrh said. "In that time I think there have been 150 or so columns."

"I had this sense that with all these columns that I'd created that there was probably a market for a collection of ones that were most popular. That really spurred me to go ahead and start putting something together."

Karrh said that he chose columns that represented what he considers the one take-away from good marketing: Always have the consumer in mind.

In addition to offering up marketing tips and advice, a portion of sales from Karrh's book will go to support the Vascular Anomalies Center of Excellence at Arkansas Children's Hospital. Karrh said that a compelling family experience has given him a great appreciation for the excellence of the center, and that a dollar per book will go towards supporting its mission. The book is being sold on Amazon for $12.95.

Karrh published the book using an on-demand publishing service available through Amazon and hopes that it is the first of several.

He'll be signing copies of "30 Doses" at WordsWorth Books & Co., 5920 R St. in Little Rock, from 3 to 4:30 p.m. on Saturday, April 16.

BY JOANNA KAUFFMANN

An Inside Look Into Arkansas Media
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Author:Kauffmann, Joanna
Publication:Arkansas Business
Geographic Code:1U7AR
Date:Apr 11, 2011
Words:740
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