a couple thoughts I shared in the discord I want to bring over here.
Hate to say it, but I agree… failure is the likely outcome. Do not like what I’ve seen. Queen City News is not a good name to begin with…
Here’s my problem with Queen City News… and all the other generic names (mostly Gray) affiliates have been switching to… It does not, in any way, indicate the fact that it is a broadcast news outlet.
“But that’s what they want to do! It’s about more than just terrestrial television now!”
That’s true. But at the core of it, the product is still video news, with an emphasis on live and immediate VIDEO news reporting. That will always be true for this business no matter if the main medium people consume the product on changes from over the air TV, to streaming, an app, a website, or whatever else may come in the future.
The problem is, this name sounds like what you’d name the free pamphlet newspaper handed out at coffee shops.
The name, does not in any way, indicate how the outlet is different from the local newspaper. It does not indicate that, even if you’re only patronizing them through a digital outlet, you can expect strong audio and video to tell the stories, not just written text.
It deemphasizes what makes a video news outlet unique and different from the rest of the news outlets out there.
Names like ‘Queen City News,’ ‘Alaska’s News Source,’ etc. do not at all indicate that the outlet is anything more than a startup local news blog.
Think I’m wrong? Visit QueenCityNews.com right now, and tell me what you see. You’ll see a website for another outlet already called Queen City News, that is exactly the kind of thing I described above. A local news blog straight out of 2005!
Nevermind the fact that clearly, Nexstar is not really concerned with the digital product, or it would have bought the domain name that matches what it is calling its News product. That is BASIC cross-platform branding stuff.
This is just an example of Nexstar not using common sense when trying to build a brand.
Believe it or not… I think Sinclair is the example of how to do this right.
When they rename their affiliates to deemphasize network affiliation, they make the names still portray the sense of urgency and immediacy of broadcast news.
“Iowa News Now,” “Ohio 24/7 Now” are names that (while I still have problems with) still portray the immediacy and urgency only a broadcast news outlet can bring—whether it’s on their website, OTT channels, or terrestrial channels—in a way names like “Queen City News” do not.
Would would I have done? I wouldn’t change anything. But if I had no choice, I would go with something like “Fox46 Queen City News” or “Queen City News on Fox 46”… or “Queen City 46” if we don’t want to mention Fox. I’d be much more okay with those names.
Heck, some of the most legendary stations in the country get away with naming themselves in such a way.
See “ABC 7 Eyewitness News” or “6 ABC Action News.”
You can have a ‘fun’ name for your newscasts, but people need to know they are, in fact, watching a newscast.
I get that they want to be forward thinking and emphasize that their product is available on more than just TV. That’s why they could brand their TV newscasts as ‘Queen City News on FOX46’ or “Queen City 46 News”… while on the web, just calling themselves Queen City News.
As someone on discord pointed out… if a random guy driving down the highway sees a billboard for “Queen City News”… how do they know even what it is? If I saw a billboard for “Fox46 Queen City News,” or “Queen City 46 News” I would at least know what it is.
Or if they could even say “Queen City News: Always Local. Always Streaming” or “Queen City News: On Air. Online. Always streaming”
That would be a great way to convey to people what you do, while letting them know you can watch them and consume their content on more than just TV.
But holy crap, that logo is awful too.
I’m not usually a guy to be a huge pessimist… and like to give things a chance.
But if I lived in that market, I would have considered watching this station before this rebrand. Afterwards, it looks like a station that is trying too hard to hide the fact they are, in fact, a TV station