Last Updated: October 01, 1996
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Earl Maucker, who wrote about media partnerships for the April-May edition of The American Editor, led a roundtable discussion of the subject at the convention.
As an editor in the highly competitive South Florida market, Maucker, editor of the Fort Lauderdale (Fla.) Sun-Sentinel, often responds to what other papers in the area do. When they take on TV partners, so does he. In this case, cooperation has worked well for everyone involved.
His own newspaper partners in two ways:
- With a local TV station. Initially, the station provided its weather forecast to the newspaper's weather page. Over time, the cooperation has grown to a nightly promotion of stories in the next day's paper — including newspaper reporters appearing on the air talking about their stories.
- With other local media. Other minority publications in town, radio stations, as well as TV stations have come together to promote an important cause, as the Sun-Sentinel did with AIDS and the National Writers Workshop.
Maucker discussed three separate TV-newspaper partnerships: the Miami Herald, the Sun-Sentinel and the Orlando Sentinel, each of which works a little differently.
Many editors were very excited about the idea of partnering and said that they cooperate with a local TV station — especially on weather information.
Since the session, Maucker said, nearly a dozen editors have asked him for
tapes of the station's nightly promotion of Sun-Sentinel stories.
Branson is publications director of ASNE
