Columnist Arthur Greenwald highlights the ad ingenuity of Morgan Murphy Media's Spokane, Wash., station KXLY, which received top honors in the "Best of the Best Money Makers Competition" at the NAB's annual Small Market Exchange for its "News Squeezeback" initiative. The ad program allows marketers to place their logos on a Web site graphic that runs during the final five seconds of each newscast. The station has added $90,000 to its bottom line from the program in just over a year.

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