CMW president Thom Clark moderated. The radio and television professionals highlighted how their respective mediums shape storytelling. Radio often highlights traffic and weather coverage, as the greatest audience share is car-bound to and from work.
Stations intend to schedule overlapping topic segments such as sports, business, and weather.
Their varied styles, such as WMAQ's more conversational approach, feed an audience diverse flavors of parallel substance. Television primetime diverges from radio in timing, location, and substance. TV viewers typically watch the top stories from home, where they might seek a recap of what radio first mentioned. On-screen images flesh out visual details that radio can squeeze into sound only. For example, the blizzard of 1999 featured nine live on-camera hours, and won their highest ratings.