Tribune melding media in Florida sun

Tribune Company announced that it will join the broadcast and interactive operations of its Miami television station, WSFL-TV (Ch. 39, CW), with those of its Ft. Lauderdale-based newspaper, the South Florida Sun-Sentinel, under a single roof. The company says the move will “create a media powerhouse serving readers, viewers and advertisers.”

“This strategy is unprecedented in a major U.S. market. This gives our print, broadcast and interactive operations the opportunity to work together to develop unique content and programming in a variety of areas. Plus, with this combination, there will be no better way for advertisers to reach more people with a consistent message,” said Howard Greenberg, Sun-Sentinel President and Publisher.  

In addition to his duties as publisher of the South Florida Sun-Sentinel, interim publisher of the Orlando Sentinel, and “part-time Lake Okeechobee tour boat captain,” Greenberg will become General Manager of WSFL, which will move into existing space at the Sun-Sentinel’s offices in Ft. Lauderdale.

 “This approach makes great sense for consumers and advertisers in South Florida, and keeps Greenberg busy and off the streets,” said Tribune Broadcasting President Ed Wilson.

Tribune also announced that Allyson Meyers is returning to WSFL as Station Manager after one year as General Manager with Media General’s WCWJ-TV (Ch. 17, CW) Jacksonville. Meyers was General Sales Manager at WSFL from 2004 to 2007.

Here are the benefits that Tribune Company says will come from combining its TV, newspaper and online operations in South Florida:

--South Florida’s leading source for news and information, the Sun-Sentinel, will serve as a new and innovative content engine for WSFL’s on-air and online programming.

--More choices and greater market coverage for advertisers.
Increased efficiency for advertisers, who will have a single point of contact for all three properties.

--Unlimited cross-promotional activities.

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