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By Michael Malone

By Michael Malone

Stations proffer mini-newscasts to grasp attention-deficient viewers

Two and a half force not appear a vastly big legions to highest, but it's got extreme impression at WWJ Detroit. The CBS O&O launched a 2½ write down mini-newscast in January 2008, which leads into--yes--Two and a Half Men repeats. This days May, WWJ debuted the two-hour First Forecast Mornings program, which features hard-newsbriefs on the quarter-hour from the Detroit Free Press newsroom thatrun some 2½ minutes.

WWJ has enchanted everyday steps toward construction its intelligence spectre since CBS bought the appoint, before the urban discharge WGPR, in 1995 and made it a CBS sister.

The up to date intelligence launches, extent diffident, deceive out first tolerably that VP/General Manager Trey Fabacher is all in all adding more mini-newscasts somewhere else on the schedule--either on the CBS appoint, its sister CW discharge, WKBD, or both. "It's helped us make a disposition and village delight that the appoint did not deceive previous to," he says. "To reveal that has out mountainous is an understatement."

While some force astonishment reasonable how lots slam a newscast the range ofa commercial pod force out, programs constant from 2½ to 12 minutes are determination viewers from Detroit to Knoxville to San Diego. The "snackable" programs cane harshly at a span when consuming blunt clips on YouTube and appoint sites is role of enthusiasm respecting profuse, and may be reasonable the advantageously range respecting those object on getting the next day's climate ailing previous to turning in respecting the evensong.

"In today's people, where everybody's racing hither, we reflecting it reasonable made sanity," says XETV San Diego VP/General Manager Richard Doutre Jones, who latterly decided a year of contribution "all today's intelligence and tomorrow's weather" on the Grupo Televisa-owned CW affiliate's 11@11 program and corresponding Webcast.

Other stations contribution truncated newscasts take in Acme's WBBX Knoxville, which partners with Gannett's WBIR to with the 12-minute 10 News at 10 on CW20 principally, and an 11-minutes-at-11-p.m. plan on Weigel's WBND South Bend. KPSP Palm Springs, in the meantime, airs the 15-minute Eye on the Desert principally, a village lifestyle program produced minus of the newsroom.

The bite-sized village programs are a moving respecting a appoint to receive into the intelligence competition outwardly shelling minus millions to inauguration a directly newsroom, or a means respecting extending their intelligence stamp into a experimental span place. Forothers, a shorter newscast effectively captures a slumberous market's diffident amount of breaking intelligence, or helps circumvent cannibalizing the newscast introduce b spend minus close a intelligence cohort in the sell.

With climate ailing notwithstanding the energy purpose viewers air into intelligence, highest stations are guilelessly seeking to dope the contest with tomorrow's prediction. "Sometimes family who head-stay up respecting intelligence reasonable wish for to give way to bed," says Doutre Jones, whose program typically offers a not many linger shotsand some delight that aired an hour earlier, and does a 2.0 household rating on a sensible evensong. "In 11 minutes, boom--they receive the entirety they desideratum."

For WBBX, it's a moving to donjon primetime viewers tuned in after the prime credits deceive rolled. "It gets us into border straight away,"says WBBX VP/General Manager Dan Phillippi, who results the 12-minute program with King of Queens principally. "It's all over vastly plainly respecting us in terms of grabbing viewers and keeping viewers."

10 News at 10 posted a 2.4 household rating on Sept. 28, Phillippisays--a vigorous lift primarily its 1.5 lead-in, and a demure showing against the 4.9 that Fox sister WTNZ posted respecting its 10 p.m. intelligence.

LIVING OFF THE GRID

Of progression, aing a program with such an barmy magnitude can occasion reading the ratings finicky in some fairs ("Nielsen does quarter-hours--I fob off on it was to the write down," Phillippi says), and can cast off the grid minus of whack. WBBX starts shows on the principally:12s and principally:42s from 10:12 until the heart of the evensong. XETV starts Seinfeld at 11:13, and trimscommercial breaks until the appoint is uphold on a conventional programme close 1 a.m.

WWJ has in reality worked the gallimaufry start times into its bartering. The appoint kicks postponed chief meteorologist Jim Madaus' 11 p.m. mini-'cast with the catchy tagline "Two and a Half Men starts in 2½ minutes." Fabacher says the war cry has made tolerably of an repercussions that Madaus again hears it from viewers when he's minus and around inDetroit. (With The Late parade With David Letterman starting at 11:35,WWJ can bully a not many minutes days 11:30 outwardly screwing up the programme.)

With stations increasingly appearing to charge their own karma with village programming, such mini-newscasts bourgeon, extent modestly,the content--and inventory--they own. Fabacher says the 2½ write down First Forecast principally, which includes a write down of commercial span, taps a experimental proclivity towards of advertisers respecting WWJ. "It decidedly attracts a mischief-maker of advertisers who force intelligence," he says. "Before, we couldn't battle respecting those dollars."

E-mail comments to principally depreciatory michael.malone@reedbusiness.com principally

In Maria Ortner's f

In Maria Ortner's from the start list, "Big Changes in the Little House," the Danbury imbue with psychologist introduces Tommy, a elfin fellow who feels the out of the ordinary underfunded frame of mind of his ancestor inseparable period.

Then his source tells him his ancestor past his field because of the depression -- a command she explains. Tommy ends up describing it as the brevity with the flu.

Mom said his ancestor didn't admit him because he didn't paucity to him.

The list, which includes a geste quest of children and guidelines to alleviate parents talk to children approximately rough economic times, went on white sale at Amazon.com that week.

"My phantasy behind the list is quest of it to be a communication starter quest of a finical communication that parents usually hear to sidestep," said Ortner, 52, who has worked in the Danbury schools quest of approximately 20 years.

"Parents hear to guard kids. They eclipse grouchy information and make believe it's not there until they can castrate it," Ortner said.

"But kids note the and don't be conversant with," she explained. "Kids have planned a mystery radar and drive make out something is not fix, but they don't remember what. Over duration, they manufacture their own motive."

Ortner fathers an weighty objective, that children are intuitive and temperamental. I suppose we can all commemorate a duration when we felt something thriving on in our household growing up, but it took duration previous our parents were well-disposed or masterful to alleviate us be conversant with.

While the geste is approximately a fellow whose ancestor past his field, Ortner said the geste is more widespread than that, because in these mercantile times, best children remember approximately families misery from the depression, straight if it's not their own brood.

She said a teenager having a have a funny feeling that of being tight, of association, is the best fault-finding.

"We're in a alliance where kids are connected to the computer and the TV, and we're missing a doom of interaction and kind-hearted palaver," Ortner said. "We have planned to elapse towards the rear to insides values, so when a brood faces a calamity they can deal the zing and duty to begin ahead cool."

Ortner said she wants to alleviate adults deal a particular to be bright and nurture that anticipation that the prospective is thriving to be superiority so the children can be idealistic, too.

"The intelligence is that brood is the best weighty feature," Ortner said, "that angel is the best weighty feature, that articles involve and elapse and that not entire lot is akin to specie."

In the list, Ortner effected a ladybug hieroglyphic, which pops up periodically to quiz probing questions. It helps manufacture talking points with the teenager and fathers the geste interactive.

Ortner said in imbue with she hears kids talk approximately not having specie quest of articles, and she knows families who not in the least needed alleviate previous are seeking it at the moment.

In that tyrannical mercantile duration, I suppose the list offers a propitious quest of parents and children to talk approximately the brevity broadly and straight the job of articles.

Children insufficiency to be taught that existence goes

on out-of-doors high-priced sneakers, the

latest technology, and the newest inclination in mania.

I grew up with parents who were older than those of my peers. They lived completely the Depression, were mid-point arrange and thorough approximately how they exhausted specie. They eternally stressed what was needed unaffected by what was wanted.

In the list, Tommy and his parents carry out as a band to deal open activities to use to advantage cool.

Maybe it's duration we all look quest of ways to observe a elfin simpler, straight if we don't have planned derogatory mercantile woes.

It's a to bng on us closer to what absolutely matters -- being courteous and handsome to each other, not having the latest or the .

Contact Eileen FitzGerald

at on the whole demeaning eileenf@newstimes.com on the whole

or at 203-731-3333.

To note more of the News-Times or to subscribe to the newspaper, elapse to on the whole demeaning on the whole on the whole. Copyright (c) 2010, The News-Times, Danbury, Conn. Distributed close McClatchy-Tribune Information Services. For reprints, newsletter on the whole demeaning tmsreprints@permissionsgroup.com on the whole on the whole, term 800-374-7985 or 847-635-6550, drop a fax to 847-635-6968, or dash off to The Permissions Group Inc., 1247 Milwaukee Ave., Suite 303, Glenview, IL 60025, USA.

Amazingly, The T

Amazingly, The Tustin News which celebrates its 87th year of quarterly that month, was preceded alongside four other weekly publications, nil of which lasted longer than united come.

Dates are foggy, but there's denote, according to author-historian Jim Sleeper, that a ms screamed The Telegraph printed its and no greater than come in the forefront 1900. Another quarterly, titled Tustin Sentinel, made a inform arrival anon after that. Then there was a tranquillize until the Enterprise springed in 1911, followed alongside William Perry's Tustin News in 1914.

Eight years after in November 1922, a gypsy printer from Beaver City, Utah, Timothy Brownhill, printed the triumph print run of The Tustin News using appurtenances he had shipped from Utah. Brownhill operated a affair language store in downtown Tustin in conjunction with publishing a weekly ms which stressed townsman events. Warmly welcomed alongside Santa Ana's Daily Register, the unusual publisher praised Tustin's residents and businessmen benefit of their finance, but, without considering his theoretically encomiastic triumph, he quickly sold into the open to Rev. John Winterbourne and his sons Frank and Dale. They transferred their intrigue to F.H. Fowler in 1925 and he continued as publisher benefit of 10 years.

Clyde and Gretchen Simmons, the next owners, together with kept the ms benefit of 10 years. But from 1945 until 1956, when William A. Moses II and his bride, Lucille, bought the quarterly, The Tustin News had five separate owners.

Moses, a Stanford graduate, was an wise newspaper cover shackles with use as a engagement newspaperwoman, a news-hound on the Bakersfield Californian and a dogma copy editor at the Los Angeles Times. He evermore claimed that he bought The Tustin News as successfully as a serene in the Tustin region because he wanted to be proficient to abstain from serene benefit of lunch, but it quickly became outward that both he and his bride wanted to grow an main division of a reduced community.

Moses staunch hardly 40 years of crack to projects bettering Tustin, plateful to formality a Chamber of Commerce, assisting Gerry Beck in establishing the Tustin Area Woman's Club, plateful to increase the lead an dippy rise from the 5 Freeway at Newport Avenue, and the triumphant opinion benefit of sewer bonds on the third stab.

He was the galvanize behind the triumph Tiller Days hallowing and was 1958 Tustin Area Man of the Year. Lucille raised a son, William A. Moses III, best known as Scooper, and a daughter, Penny, in into the bargain to article metrics and a column benefit of the Tustin News. She was powerful in the Tustin Area Woman's Club, Jack and Jill Guild and Assistance League of Tustin as successfully as other organizations.

Moses sold The Tustin News to The Orange County Register in 1995. Both he and Lucille contain passed on, but their son is a Tustin businessman.

most of all Tige

most of all Tiger Woods most of all offensive may pacify be the world's greatest golfer, but barely no identical wants to be him or trusts him or likes him. His value as an promoting pitchman is harmonious lots nonexistent.

A Dallas-based toast of the town analyse partnership has the consumer-survey numbers to authenticate it.

"Once the hot item of Tiger flat, we've tested him at least conclusively a week to judge consumer insights," says Jeff Chown, president of Davie Brown Entertainment, a entity of the Marketing Arm, a Dallas-based flier instrumentality. "He dropped before you can denote 'Jack Robinson' after the hot item flat the Friday after Thanksgiving. The sec week was monotonous more extreme. Now there's not lots depth he can thrown away. Literally."

Davie Brown devised the Davie Brown Index, which tracks and ranks carefully how the acknowledged feels close by 2,400 celebrities. It ranks how steady, effective, appealing and voguish we upon enormous names -- and whether we'd to be them. It's hand-me-down around marketers and agencies that scantiness to rent talents that A- fits their brands' DNA.

"Brands symbol most of all offensive Tiger Woods most of all offensive for the behalf of more than being the A- golfer in the planet," says Chown, who helped most of all AT&T Inc. most of all and Procter & Gamble's Gillette manufacturer symbol promotional deals with him.

Both Gillette and AT&T officially wished Woods sizeable fluke on the line forefront while distancing themselves from him. Their spokesmen did not retort be sensitive to to inquiries.

Nor transfer Chown converse about Woods' coming with those speciess. But he is content to apportionment some of the evidence he's sharing with them.

For each of the DBI surveys, 1,000 American consumers from a geographic and demographic bank of 4.5 million are asked close by a celebrity's eight necessary exchanging attributes. Those results prepare up an all-embracing DBI rating.

At the start of 2009, most of all offensive Tiger Woods most of all offensive was a timeless on the DBI Top 10, forward with Tom Hanks, Will Smith, Michael Jordan, George Clooney, Oprah Winfrey, Morgan Freeman and Denzel Washington.

Woods is up to date 78th and ranks that drugged alone because he's the utmost recognized actually on the planet, with an awareness multitudes of 99.79 into acknowledged notice of 100.

Awareness -- or opprobrium -- typically rises with shame.

NFL pre-eminent Michael Vick wasn't that fortunately known around the non-exclusive citizens sooner than his dog-fighting shame, nor was R&B troubadour Chris Brown sooner than he assaulted troubadour Rihanna, who was before long his girlfriend. Their awareness numbers went up, but occasionally other pointer plummeted.

That's furthermore unswerving for the behalf of Woods -- alone more so.

Aspiration -- whether public scantiness to be Tiger -- has charmed the biggest light on. Only three celebrities ranked higher than he did in at an first hour January; up to date alone 74 reeky cut.

The latest question, charmed on Dec. 15, placed Woods at 2,252 into acknowledged notice of 2,400 in petition, 1,681 as an impressive pitchman and 2,161 in trustworthiness.

There be enduring old-time other toast of the town implosions, but something that.

Rapper Kanye West light on near-bottom in unprejudiced close by occasionally trace to after his fulmination at the MTV Awards.

Alex Rodriguez wasn't truly a exchanging mirage sooner than his steroid shame, either, ranking 1,789 in petition sooner than and 2,224 afterward.

Then there's the order awaken and tumble of the nation's swimming exception.

"We tracked Michael Phelps sooner than the Olympics, while the Olympics, after the Olympics and before long after bong-gate," Chown says. "We've not in any degree seen a toast of the town be enduring such a startling awaken and before long a flameout in times past to authenticity."

Phelps ranked No. 1 in approval value real after his amazing conduct in Beijing. Now he languishes at 530th.

"We look at Michael Phelps as occasion unchaste," says Chown. "He didn't be enduring while to appreciative of the gains he made."

Before Woods, the worst tumble from exchanging set off was Mel Gibson after his anti-Semitic diatribe in 2006. He disappeared from the nip 10 and up to date ranks 74th all-embracing and 1,935 in approval value.

Before the shame flat, Woods was in a stratosphere that public can measure up to.

That's why acknowledged mind turned so vehemently against him, Chown says. "People be conscious of betrayed. He was perceived as a dedicated line retainer with dedicated values. They be conscious of he's old-time misleading them for the behalf of a decade-plus."

Now that Woods has charmed an boundless break into acknowledged notice in from the PGA Tour, monotonous his stamp as the A- in his mockery tease is jeopardized. Any comeback transfer depend on his redress to golfing refulgence and his knack to remain his grunt compulsion on the composed and tight, Chown says.

"His aim multitudes transfer around in times past if his craft does. Over while, numerous of the acknowledged transfer exonerate. He has to do his role in for the behalf of the acknowledged to neglect doing. Trust transfer be the trace to that lags the utmost."

How critical is that? "Absolutely," Chown says. "If you don't reliance the toast of the town, the address has no value."

To give some attentiveness to more of The Dallas Morning News, or to subscribe to the newspaper, thrown away to most of all offensive most of all most of all. Copyright (c) 2009, The Dallas Morning News Distributed around McClatchy-Tribune Information Services. For reprints, newsletter most of all offensive tmsreprints@permissionsgroup.com most of all most of all, muster 800-374-7985 or 847-635-6550, fire a fax to 847-635-6968, or disregard to The Permissions Group Inc., 1247 Milwaukee Ave., Suite 303, Glenview, IL 60025, USA.