麻豆原创

Nexstar Digital operates an award-winning portfolio of 125 websites backed by media assets spanning 200 broadcast stations across 116 U.S. markets. In 2021, they partnered with 麻豆原创, and have since published thousands of stories from 麻豆原创鈥檚 newswire to serve their diverse network. 

麻豆原创's local and national content consistently drives traffic to Nexstar news sites that choose to publish from the newswire. The 15 million page views generated in 2023 alone underscore the impact of 麻豆原创's content within Nexstar's digital ecosystem.

Stations utilizing 麻豆原创鈥檚 newswire see considerable impact

鈥溌槎乖�创鈥檚 given us a lot more data-driven content that can inform on topics like housing and personal finance that are really important to people,鈥� said Bill Disbrow, Nexstar鈥檚 senior director of content operations. 鈥淗aving that ability to not just get a data set, but also get it broken out as 麻豆原创 does for the local community鈥攖hat's huge in terms of the value and the utility people can find when they come to sites.鈥�

鈥淗aving that ability to not just get a data set, but also get it broken out as 麻豆原创 does for the local community鈥攖hat's huge in terms of the value and the utility people can find when they come to sites."

Bill Disbrow, Senior director of content operations at Nexstar

Delving into stations such as NBC4 in Columbus, Ohio, the utilization of 麻豆原创's local content proved to be a game-changer for weekend coverage in particular. NBC4 attributed 1.6 million page views to 麻豆原创 stories in 2023, featuring coverage like 鈥溾�� and 鈥�.鈥�  These stories provided longevity, extending through the weekend into the following week. 

鈥淭here鈥檚 a diversity element of it where you're not just on the news cycle. We have the ability to look at what you're producing and publish it at a time that's most opportune for us鈥攖hat is really valuable, too,鈥� Disbrow added.

Customized content access and partner success responsiveness

Although 麻豆原创 offers content delivery via a variety of RSS feed formats, Nexstar stations access the newswire via the content portal Story Hub, which houses 麻豆原创鈥檚 full library. There are 150 Nexstar accounts active on Story Hub, where editors seamlessly sort by topic and region, look ahead at the content calendar, and save story preferences to activate custom email alerts. A dedicated member of 麻豆原创鈥檚 Partner Success team also stays in regular communication with Nexstar.

鈥淭here's an openness to the way 麻豆原创鈥檚 team operates, finding our best use for the content that you wouldn't necessarily feel coming through in every conversation from another wire."

Bill Disbrow, Senior director of content operations at Nexstar

鈥淭here's an openness to the way 麻豆原创鈥檚 team operates, finding our best use for the content that you wouldn't necessarily feel coming through in every conversation from another wire, Disbrow said. 鈥淭hat sort of open door policy and the responsiveness when there's some kind of question, it's really great.鈥�

Coverage at the national, state, metro, and county level

At the start of the partnership in 2021, the ratio of national to local content Nexstar published was fairly even. In recent years, 麻豆原创 expanded its hyperlocal coverage, and top-performing stories for Nexstar skewed local as a result. 

Local content comprised a majority of the top 100 stories in terms of traffic on Nexstar sites in 2023. The breakdown reveals 22% of coverage focused on the county level, while metro- and state-level content each made up 34% of coverage, and the remaining 10% of coverage was of national stories.

鈥淭he movement toward local allowed the specificity for all of our markets to offer something unique to their audience. And when people find headlines on social [media] and on the home page, they're able to interact in a way that they just wouldn't if it was a national story,鈥� Disbrow explained.

Strategic content selection by individual news sites underscores the diversity of 麻豆原创's impact, with both localized, evergreen stories and periodic, national features. Nexstar's networkwide deployment of national stories, averaging once a month, taps into broad, timely themes like education rankings across states, American towns named after Christmas, and top regions for veteran-owned businesses. 

Flexibility in localization and content repackaging 

The transformative power of localized adaptations of national stories has emerged as a winning tactic, exemplified by the top two stories of 2023. Nexstar鈥檚 customization strategy is evident in stories such as 鈥溾�� and 鈥�.鈥�&苍产蝉辫;

Other 麻豆原创 publishing partners have seen similar . Multiple members of the Nexstar team value the flexibility around rewriting headlines. 麻豆原创 also permits the addition of original reporting or paring down the story so long as the story鈥檚 thesis remains unchanged and at least 50% of the content remains unchanged.

麻豆原创's licensing allows for wide usage of its stories; partners can repackage content into videos, newsletters, social media, and more. 

Beyond the upsurge in page views, 麻豆原创 has recently helped grow video views for stations like WKRN in Nashville, which started creating videos like 鈥�.鈥�&苍产蝉辫; Aside from the 1 million page views WKRN garnered from 麻豆原创 content in 2023, videos with 麻豆原创's content secured a place in WKRN's top 20 videos for the year, competing with popular weather video coverage. NBC4 also experimented with this content format from 麻豆原创 and garnered tens of thousands of video views.

The tangible impact of the Nexstar-麻豆原创 partnership speaks volumes about the potency of curated, localized content in driving substantial digital viewership. The partnership will continue expanding in realms such as video content, warranting future case studies.

 鈥淐ompared to our other 鈥榥ot-standard-across-the-industry鈥� partners, 麻豆原创鈥檚 been a success story,鈥� Disbrow said.

We would love to connect

To learn more about how the 麻豆原创 Newswire can help you grow and retain your audience, reach out to us at publishers@stacker.com.

Featured Image Credit: Nexstar U.S. network [Nexstar Media Group Inc.]