Who said local content doesn't grow on trees? It does. It grows on trees, and plants, and bushes, and in the ground, too.  The content we're referring to is of course gardening advice, and the way local stations can tap into it is to partner with an area nursery.

In the Norfolk DMA, WTKR (Newschannel 3, CBS) has done just that. They've partnered with Smithfield Gardens of Suffolk for on-air segments and an online Garden Section, which they call the Grow Zone.

On-air the Grow Zone is a weekly feature of Newschannel 3's afternoon newscast. These segments run roughly a minute to a minute and a half in length and are hosted by Smithfield Gardens' Nursery Manager - Les Parks.

Online these segments are archived on a special Grow Zone advertising section of the WTKR website.

Other content on the Grow Zone includes helpful home and garden advice. Additionally an e-mail template has been provided for users and viewers to send in their gardening questions to Mr. Parks.

Some links to a built-out microsite for Smithfield Gardens are included inthe online sales package. That client microsite in turnoffers additional links to information on Trees & Shrubs, Annuals & Perennials, Garden Accessories, Coupons, Gift Certificates, an Events Calendar and Class Registration.

Newschannel 3 has further monetized the Grow Zone section with a second sponsor - Window World, who receives its own microsite containing information about its products and services as well.

ONLINE SPIN

Gardening is a passion for many people in all sections of the country.
 

To lock down that sizeable segment, it only logical for local TV stations to furnish seasonal gardening information through partnerships with local gardening experts.

With Newschannel 3's Grow Zone, WTKR offers its viewers strong, localized content tailored to Southern Virginia. Content that is dynamic...constantly refreshing to stay relevant to the growing cycle.

The multiple platforms of on-air and online provides Smithfield Gardens a unique, exclusive branding opportunity.

And by tying in an additional sponsor (Window World), WTKR furthers adds to its own online bottom-line.

The Spring growing season is only a couple of months away but the selling season for a sponsored garden section is now.