Say It with Video. Is your VNR hitting its targets? According to Deborah Genovesi, director of West Coast operations for DWJ Television, a solid VNR should receive at
least 30-40 station airings with a minimum audience of 3 million viewers. "But don't be overly concerned with the number of plays," she says. "Audience is what counts. Twenty
usages and an audience of 4 million is good. Eighty plays and a half a million viewers is not good." Genovesi answers some common questions about VNRs:
How should I distribute my VNR? If your story is breaking news, same-day feed it via satellite. If it's a timeless feature, distribute it via hard copy (videotape).
What happens if my satellite feed gets few or no usages? Assuming it's a good story, lightly edit it, remove the same-day aspect and distribute it via hard copy as
"evergreen." Sometimes stations won't take a satellite on a heavy news day.
How important is it to localize a VNR? Very. Give the station names of local contacts and local statistics. This will improve usage.
How much should a VNR cost? $20,000 minimum for a cut VNR, additional soundbites and b-roll with national distribution. Costs go higher for multiple shoot days,
multiple locations and special graphics.
How do I know if my VNR got play on TV? AC Nielsen has a special encoding device called SIGMA that places an electronic signal on the VNR. Whenever it plays, Nielsen
picks it up. Be sure to demand SIGMA air checks from your vendor.
What makes a good VNR? A VNR is a news release that tells a story in TV terms. Effective soundbites, graphics and a short, punchy style are key. A good package will
include a 90-second piece, plus shorter versions. It may also include b-roll footage. Include a written summary of what appears on the video.
(Genovesi, DWJ Television, 310/827-8567, [email protected])