First Coast News, which has been a solid second in the Jacksonville television market, doesn’t intend to sit still while Action News gears up to grab market share.
Action News claims that in recent ratings reports, it unseated First Coast News for that No. 2 spot behind front-runner WJXT TV-4.
But General Manager Rob Mennie said that among the three stations, First Coast News is holding its place.
“In the areas where we compete head-to-head, we are clearly in second place,” he said.
Mennie said the stations compete for the all-important audience of adults ages 25-54.
He said First Coast News trails WJXT but beats Action News for those viewers at 6 a.m., 6 p.m. and 11 p.m. Monday-Friday.
“This is a very, very tight three-horse race,” he said.
He wants to do better.
Mennie, president and general manager as well as a senior vice president with Gannett Broadcasting, came onboard in October and after commuting to Washington, D.C., turned his sole focus around the New Year to the station.
First Coast News, whose operations are Downtown in the sports complex area, comprises WJXX TV-25, the ABC affiliate, and WTLV TV-12, the NBC affiliate.
Mennie was one of several recent leadership changes. First Coast News also brought in a new station manager and director of sales, news director, technology director, digital director and a new local sales manager, who was promoted from within, he said.
“Things were just a little off course here,” Mennie said. “Whenever you make change, you never start at the bottom. You start at the top.”
Mennie said the moves aren’t in reaction to the Action News changes but rather about First Coast News. “Ours is all about us,” he said.
He tells the staff to stop worrying about the other stations.
“We have to do what we do and we have to be great about what we do. Being real honest, there’s been a time here where we haven’t been great, where we’ve been good instead of great,” Mennie said.
Mennie wants to restore that level of performance and results.
Mennie is reviewing workflow and other internal practices before embarking on a research strategy. “I’m trying to get my arms around what we have,” he said.
First Coast News has about 140 employees, of which about 70 report to the news director, he said.
There might be changes, but not the wholesale moves like at Action News.
“We are not in that situation. This is a station that’s done very, very well in this market for a long time and still does very well in this market,” he said.
Mennie said the station is strengthening and expanding its investigative unit, which will continue to be headed by Anne Schindler, executive producer of special projects since 2012. That team will report to News Director Meagan Harris, who joined the station in January.
He also cites the work of the existing staff, especially the community service provided by veteran anchor Jeannie Blaylock and her Buddy Check 12 breast-cancer detection initiative and “On Your Side” consumer reporter Ken Amaro.
Mennie said First Coast News’ strength has been reporting the “why” and impact of local news.
Mennie wants First Coast News to advocate for Jacksonville by questioning and challenging the status quo and to hold the powerful accountable.
“That’s just good journalism,” he said.
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