As might be expected, young people dominate Web site staffs, with many just out of college but with strong HTML and Web skills. Such staff, however, also tend to have unseasoned writing skills and editorial judgment. One way to offset costs is through partnerships, which are common among the local television Web sites studied. Some sites, though, are skeptical of partnerships or refuse them altogether. Terry Taormina, marketing manager for Tampa Bay Online, says a news operation can partner itself out of business, but short-term partnerships may be worthwhile.
Promotion is another important strategic and business issue.
Thus, skillful promotion on a station Web site can encourage new viewers to watch the evening newscast when they arrive home. Strong evidence of Web use driving viewers to television, however, is missing. Going in the other direction, evidence shows that on-air promotions, especially when specifically tied to individual stories, can push viewers toward the Web for more information. Although local television stations are busy developing Web sites, few, if any, are gathering and producing original content for the Web. Nearly all Web content is reprocessed from broadcast material.