MarketInk: Interview Segments for Sale on Fox 5 San Diego’s ‘The LOCAList SD’

Ashley Jacobs of Fox 5 San Diego

KSWB-TV Fox 5 San Diego has launched a new weekday morning half-hour show that offers a pay-for-appearance structure where some guest interview segments are purchased by advertisers. The LOCAList SD, produced entirely in-house by Fox 5 staffers, airs at 10 am prior to a repeat of a previous day’s show at 10:30 am

The station bills The LOCAList SD as an “entertainment and lifestyle program highlighting the unique people and places in San Diego” without mentioning that some segments are selected by the sales staff and sold as part of advertising packages.

Not all show segments are paid appearances, station officials said. Of the roughly 4 or 5 segments during a typical 30-minute show, perhaps 2 or 3 segments could be paid, but many viewers might never detect the difference.

A Fox 5 statement said, “The LOCAList SD is the source for everything we do in San Diego. We invite viewers to enjoy living in San Diego like a true LOCAList. From food and well-being to hot trends and activities, The LOCAList SD team is the specialist for everything local.”

The LOCAList SD is hosted by Ashley Jacobs, who has worked in the TV industry since 2007. Aida Soria serves as the executive producer. The show also features three additional correspondents who cover stories in and around San Diego. The first broadcast was Monday, Jan. 24.

“This is a show San Diegans are craving,” Jacobs told Times of San Diego. “After the pandemic, people are still navigating where they can go, what they can do and which businesses to support. I’m hoping the LOCAList becomes a resource to our viewers. They can check-out or show to see what’s happening as they make their plans.”

After working in anchor and reporter positions in Savannah, GA, and Wilmington, NC, Jacobs relocated to San Diego and started on a part time basis as a morning feature reporter at KSWB in the summer of 2014. She then was offered a full-time gig as a morning feature reporter at KFMB in May 2015, where she stayed until November 2019. After working in public relations for a few years, she returned to KSWB as a general assignment reporter in November 2020.

“They told me back in October that they were planning to launch this show and that I would be perfect for it,” Jacobs said. “So far, I’m very proud of how we have been highlighting everything San Diego has to offer. The integration between paid segments and traditional earned-media segments is seamless.”

Advertisers buying four-to-five-minute interviews on a locally-produced TV show is nothing new. Many markets around the country offer such opportunities, which are typically coveted by both advertising reps and advertisers.

“Participating in a high-quality informational TV interview with a skilled host is a sound advertising investment,” Chuck Dunning, retired general manager of XETV-TV Channel 6, said to Times of San Diego. “A company that wants to promote itself locally can gain great credibility in the community, plus have more time to tell their unique story, with a live paid interview as compared to a taped 30-second commercial.”

Between July 2007 and March 2017, Channel 6 produced “San Diego Living,” a show with a pay-for-appearance structure. “We always went to great lengths to separate San Diego Living from local newscasts,” Dunning said. XETV went off the air in May 2017.

Madaffer Enterprises to Help Chula Vista with New Technology

Madaffer Enterprises, a San Diego public affairs firm headed by former San Diego City Council member Jim Madaffer, has been awarded a $165,000 contract by the City of Chula Vista to establish a task force to recommend new uses of new technologies for the city.

As part of Chula Vista’s Citywide Data Privacy Policy Initiative and Smart Cities Update, Madaffer Enterprises will establish a city task force on technology privacy and innovation and work with the task force to develop a citywide technology oversight policy.

The city’s services agreement with Madaffer Enterprises stated the firm was selected after providing services in three earlier phases of the Smart City Strategic Action Plan. A city spokesperson said the firm was awarded the contract on a sole source basis.

“We are pleased to be able to continue our work with the City of Chula Vista,” CEO Jim Madaffer said in a statement to Times of San Diego. “For over five years, we have served the city as a consultant on a variety of smart city projects, beginning with the award-winning Smart City Strategic Action Plan in 2017. The Technology and Privacy Advisory Task Force is the next step in advancing the city’s leadership in using technology to deliver excellent public service.”

BioMed Realty of San Diego Promotes Marie Lewis

San Diego-based BioMed Realty, a commercial real estate company specializing in life-science and technology industries, has promoted Marie Lewis to executive VP of integration and communications. She previously served as senior VP, legal and assistant secretary.

Marie Lewis

The company said Lewis will now lead the company’s marketing and corporate communications functions, along with integration of new acquisitions. Since joining BioMed in January 2013, Lewis has made significant contributions across a large number of leasing, development, acquisition, disposition and financing transactions, BioMed said.

Prior to joining BioMed, Lewis was the managing attorney of real estate transactions at Sempra Energy (2004-2013) and an attorney at Gibson Dunn & Crutcher in Los Angeles (2000- 2004). She graduated cum laude from Loyola Law School in Los Angeles.

BioMed Realty, a Blackstone portfolio company, owns and operates 13.7 million square feet of life-science real estate, and is developing another 2.3 million square feet of Class A properties. The company operates in the US markets of San Diego, Boston-Cambridge, San Francisco and Seattle, along with Cambridge in the United Kingdom.

Super Bowl Ads Impact Gen Zers’ Buying Decisions

Half of Generation Z and 55 percent of millennials say Super Bowl ads will affect their buying behavior after the game, compared with 20 percent of Americans ages 42 and older, according to a survey conducted by Lucid Holdings of New Orleans.

As reported by The Drum, a UK-based marketing advertising industry trade publication, the survey also found that nearly three-quarters (72 percent) of millennials want brands advertising in the Super Bowl to tackle real-world issues such as COVID-19, racial justice and equality.

The report from Lucid Holdings, titled “What Consumers Really Think About Super Bowl LVI and its $6.5m Ads,” was based on a survey of 1,500 respondents. Advertising rates for some 30-second TV commercials during yesterday’s Super Bowl 56 were reportedly priced at up $6.5 million.

Rick Griffin is a San Diego-based public relations and marketing consultant. His MarketInk column appears weekly on Mondays in Times of San Diego.

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