Unlocking the Future of Media: Michael Strober on Nexstar’s Bold Strategy, Local Power, and the New Era of Broadcast News (VIDEO)

Interactive TV to Addressable TV A LongAwaited EvolutionMyers and Strober reflected on their shared history particularly the early days of interactive television in 2000 Strober noted that while the industry had high hopes for interactive TV it was only in recent years with advancements in technology that the vision of truly engaging onetoone consumer experiences began to materialize through advanced TV At Nexstar this capability is now a critical part of their strategy especially as they leverage their vast network of over 200 TV stations reaching 68 of the US population Strober emphasized that the lines between local and national markets are increasingly blurred particularly in digital where targeted advertising allows for precise audience engagementThe Unique Position of Nexstar Media GroupDespite the industryamp8217s intense focus on streaming AI and digital media Strober highlighted the unique strengths of Nexstar as the largest broadcast station group in the US Nexstaramp8217s local reach and deep community connections provide an unparalleled advantage Strober pointed out that while national brands are drawn to streaming services local advertisers such as auto dealers and restaurants deeply understand the value of connecting with their communities through local television a space where Nexstar excels Bringing the power of community connection to national advertisers is what Nexstar is uniquely positioned to offer on an unparalleled scaleNewsNation and the Future of Broadcast NewsThe conversation turned to NewsNation Nexstaramp8217s 24hour cable news network which has quickly grown in prominence Strober acknowledged that while NewsNation is still relatively new its commitment to unbiased comprehensive news coverage is starting to resonate A recent study conducted by the broadcaster reinforced that their viewers are looking for three key things from a amp8220newamp8221 news source amp8211 unbiased coverage multiple perspectives and better facts With over 5000 journalists nationwide Nexstaramp8217s local connections also allow NewsNation to be first on the scene in crucial news events reinforcing its potential to compete with established networks like CNN MSNBC and Fox NewsA Storied Career and Entrepreneurial SpiritStrober shared insights into his career journey starting on the agency side as a media planner working on the Mattel account moving to Cartoon Network and eventually rising through the ranks at Turner His entrepreneurial spirit evident in his early attempts to market toys and his involvement in startups like DataFuelX continues to drive his approach to media Strober also discussed his venture into the food industry cofounding the Flourish Bread company in partnership with former Turner colleague Frank Sgrizzi This entrepreneurial mindset has been instrumental in his ability to navigate the complexities of Nexstaramp8217s diverse assets and build a cohesive forwardthinking ad sales organizationIntegrating Diverse Media Assets Under One UmbrellaAt Nexstar Strober has been tasked with the complex job of unifying various media properties under a single sales strategy This includes bringing together four separate national network teams each with its systems and sales approaches under one leaderAdditionally Nexstar has moved to bring national spot sales inhouse a decision that reflects the companyamp8217s growing scale and ambition Strober acknowledged the challenges but emphasized the importance of presenting a unified view to agencies offering comprehensive solutions that span national digital social and local mediaNavigating the Complexities of Measurement and Programmatic AdvertisingIn discussing the industryamp8217s shift toward programmatic advertising and the complexities of multiple currencies in media buying Strober outlined Nexstaramp8217s commitment to advancing crossplatform measurement By partnering with companies like Comscore VideoAmp and Nielsen Nexstar aims to develop a single measurement source that can capture the total audience across local national linear and digital platforms Strober emphasized the importance of this approach in delivering value to advertisers particularly in a fragmented media landscapeThe CWamp8217s Strategic TransformationThe conversation also touched on the CW which Nexstar acquired and is transforming into a true broadcast network Under the leadership of Dennis Miller the CW has broadened its appeal by adding sports programming including Liv Golf ACC college football NASCARamp8217s Xfinity Series and WWE NXT Strober highlighted that while other networks are retreating from linear TV in favor of streaming Nexstar is doubling down on the value of broadcast believing in its continued relevance for delivering large simultaneous engaged audiencesThe Importance of Brand Safety in NewsStrober passionately discussed the importance of brand safety particularly in news programming where Nexstar has taken significant steps to ensure a balanced and secure environment for advertisers Partnering with The Trade Desk and Ad Fontes Nexstar is creating a marketplace that allows brands to purchase media in a controlled brandsafe environment particularly around news content Strober underscored the importance of supporting journalism and a free press especially in an era of misinformation and AIgenerated contentMentorship and the Future of MediaReflecting on his career Strober expressed gratitude for the mentors who have guided him including Sgrizzi David Levy Linda Yaccarino and Perry Sook As he looks to the future Strober is committed to mentoring the next generation of media professionals recognizing that the media landscape they will navigate will be vastly different from the one he entered Through guest lecturing and mentorship programs Strober is helping young professionals particularly those from diverse backgrounds find their place in the rapidly evolving media industryMichael Stroberamp8217s conversation with Jack Myers offers a comprehensive look at the challenges and opportunities in todayamp8217s media landscape From leveraging Nexstaramp8217s unique local reach to navigating the complexities of modern media buying Stroberamp8217s insights reflect a deep understanding of the industryamp8217s past present and future His entrepreneurial spirit coupled with a commitment to innovation and mentorship positions him as a key leader in the ongoing evolution of media

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Unlocking the Future of Media: Michael Strober on Nexstar’s Bold Strategy, Local Power, and the New Era of Broadcast News (VIDEO)

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Jack Myers

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