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THE WEST MICHIGAN MARKET OF GRAND RAPIDS-KALAMAZOO-BATTLE CREEK HAS a diverse economy. The region is home to several large auto-supply companies that support the automotive industry in nearby Detroit. The area also boasts a strong agricultural base and produces a variety of vegetables; some locals even call it "the Salad Bowl." Major employers in the market include the direct sales company Amway, cereal giant Kellogg Co. and drug manufacturer Pharmacia Corp. In an effort to attract and keep more businesses in the area, the city of Grand Rapids is moving ahead with plans to build a new convention center.
Grand Rapids-Kalamazoo-Battle Creek, the country's 38th-largest television market, is the second-biggest DMA that is not metered by Nielsen Media Research. (The largest market that depends on diary returns for its TV-ratings data is No. 35 Greenville-Spartanburg, S.C.-Asheville, N.C.Anderson, S.C.) The Grand Rapids market spans 14 counties and is highly segmented; consumers tend to use media outlets that are located in or near their hometowns. For area news outlets, the fragmented market presents special challenges.
"Localism is key," says Jerry Colvin, president and general manager of WOTV-TV, a privately owned ABC affiliate based in Battle Creek. The station's slogan is "News From Where You Live."
LIN Television's NBC affiliate WOOD-- TV in Grand Rapids is the longtime local-- news ratings leader in the market. In April, WOOD promoted assistant news director Patti McGettigan to news director, to replace Jim Loy, who is out on a medical leave of absence.
LIN also owns the market's UPN affiliate, WXSP-TV. The station went on the air in May 2000 via seven low-power translators and is now carried on all of the market's cable systems, thanks to a deal LIN finalized last month with Charter Communications, one of the area's largest cable operators. WOOD and WXSP are not sold in combination.
Diane Kniowski, president/gm of WOOD and gm of WXSP, says she is trying to position WXSP as west Michigan's sports station, billing it as "Extra Sports-The TV Station With Game" in a play on the call letters. The station has signed multiyear packages to air Detroit Red Wings hockey, Detroit Pistons NBA games and Detroit Tigers MLB telecasts and also has the broadcast rights for seven other pro sports teams...