WJBF, WAGT Partnership: Initial Thoughts

On Monday October 5, 2009, WJBF and WAGT announced that both had signed a “letter of intent” to partner on a joint sales agreement and a shared services agreement.  The press release can be found here: http://www2.wjbf.com/jbf/news/special_reports/article/wjbf_wagt_enter_into_partnership/28655/

So what does all of this mean?

Think of it like a partnership because, at the end of the day, that’s what it is.  Schurz Communications, Inc. (WAGT’s parent company) is working with Media General (our parent company) for services that we all expect will help both stations grow and succeed in the coming years.  In his recent article for the Metro Spirit, my friend Austin Rhodes had nothing but glowing comments for Marci Burdick (she’s a Senior Vice President for Schurz) and I heartily agree.  Even though she’s at corporate, Mrs. Burdick cares too much about her former station to let it simply fall by the wayside.

As Mrs. Burdick explained in our press release, “...it has become clear that the current economic conditions will only make it increasingly difficult to operate as we have in the past.“  But instead of shutting down the news operation, a creative alternative was reached.

Under the proposed agreement, WAGT would still be owned by Schurz Communications and it will be responsible for all programming outside of local news.  That is what’s directed by the FCC.  WJBF will provide news, sales and other operational services.

WJBF is NOT “taking over” or by any stretch, trying to pillage WAGT.  It’s the opposite.  Neither Media General nor Schurz Communications would benefit from such a horrible thing.  It’s exactly the opposite.

And I’ll go you one further.  We fully expect WAGT’s newscasts to not only retain a unique voice in the community, we expect them to grow and succeed.  Don’t believe me?  Let me tell you a little story about Fox 54 News at 10.  To this day, I am still amazed at how our friends in the community are clearly able to identify it with WFXG Television - but inherently know that it’s a WJBF product.  The ratings for our partner 10pm news are very strong (thank YOU, by the way!).  Watch the newscast and you’ll quickly find that it’s got a unique voice and distinctive style.

We’d be foolish to try and mimic the “WJBF look” at 10pm and the same goes for newscasts at WAGT.  And if you’re a tried-and-true WJBF newscast viewer, you can now know that area will be even better covered with what will obviously be the market’s largest broadcast news team.  More stories, more locations.  A terrific benefit in spite of an economically-challenged industry.  Some stories will get play on all stations.  Some stories will be unique to just one.  There will be at least two distinct editorial voices guiding each, even after the newsrooms merge.

There are some big challenges ahead.  And we’re diving in head-first.  I can’t be specific about much because quite frankly, we’re just beginning the process of making it happen.  But I can tell you that as a newsroom…and as a station, we are greatly humbled by the trust that our friends at Schurz Communications have in us.  We have no intention of letting them or you down.  I’ll update this with specifics as soon we have them, so stay tuned.

In the meantime, I know you have questions or thoughts.  Share them below or email me at