POP's. Don't you love them?

I am a believer in POP's, but I always ask myself THREE questions:

1. Is the story big enough that anyone will care a week from now? Because, I am going to run the spot 7 days, minimum.

2. Is the coverage something that fits our brand, and is one of our strategic objectives? IE, if it was weather, or investigative, ar ethese things I have in my plan to expand and promote?

3. Did we really do that good a job? Better than the other guys? Or was it simply a good story for that day?

None of these questions come in to bearing if it is a POP/TOP, as you mentioned in your post. Often, that just helps advance a story from day to day.

And, sometimes, only one of my questions is a YES answer, and I do the spot anyway. It ain't perfect, but my one rule, that has never changed.

I NEVER do ANY spot just for the newsroom's ego! ND can go pound before I EVER do that!