Death Gives Life To TV Web Ads
In an effort to boost their somewhat deathly TV revenue coffers over the last year, broadcast stations' Web sites have been selling ads from special obituary areas.
One company, Tributes.com, offers turn-key Web site platform areas for some 50 TV and radio stations. Companies include Raycom Media, Local TV, LIN TV, CBS Television Stations Group, Gannett Broadcasting' WKYC-TV Cleveland and Capitol Broadcasting's New Media Group.
Tributes.com says its online obituary platform merges content with memorial products and funeral channel relationships -- all of which has made it easy for broadcast outlets to broaden their classified Web areas.
There are rev shares on advertising and rev shares on tribute creations that allow the station to generate revenue.
Stations add their own editorial content to local platforms.
Tributes' customized and localized version of the obituary classified platform is typically linked from TV stations' news section or off of their home pages. Local content modules for each station are co-branded from a local TV/radio outlet, a funeral home and Tributes. com. Messaging can be in display or video coming in 10-second or 15-second video commercials from local area mortuaries.
Elaine Haney, president of Tributes.com, states: "Through our co-branding efforts, we have been able to build tremendous value for both our media partners as well as our funeral home partners."