Lisa Ling’s series “This Is Life,” has run on CNN since 2014. Now she has another newsy program – one that would be hard pressed to find a slot on the programming schedule of the cable-news outlet.…
As they do, some news operations are moving closer to helping to sell products. Both NBC News and ABC News have launched e-commerce efforts, where they spur sales of the items their anchors and correspondents recommend in various segments. The companies may earn a commission when a consumer uses one of their links to buy an item they saw discussed on TV or in a web video.
, and CBS has begun to bill Norah O’Donnell, the anchor of its “CBS Evening News,” as “the most watched woman in TV news in America.” Advertisers crave the tie to real-time events and topics that newscasters bring. “Part of why we engaged Lisa is for her in-depth reporting style that sheds light on a wide variety of topics for her audiences. Lisa has the flexibility and license to pursue her curiosity – and that of those watching – for each episode,” says Michael Sneed, Johnson & Johnson’s chief communication officer and executive vice president of global corporate affairs, in emailed responses to questions.
In the case of Johnson & Johnson’s alliance with Lisa Ling, Sneed says the company declines to comment on “the specific terms of her contract.” CNN declined to make executives available to discuss the matter, but since Ling is not a full-time employee of the network, says one person familiar with the matter, the news outlet may have limited ability to direct her outside activities. At Fox News Channel, “Fox & Friends” personalities are considered opinion hosts, not news anchors.
Other news outlets have begun to offer services that help advertisers create so-called “branded content,” or vignettes and articles that emulate news programming. Fox News has partnered with a branded-content studio called Heve and CNN introduced an in-house unit called Courageous. Both strive to create content for advertisers that play off their news settings.
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