More News in Palm Beach

Hearst-owned WPBF says that starting next week they will be adding a new newscast to their lineup.

The station says that on July 18th, they will be launching a 4PM newscast.

They did not say how many new hires are being made for the new newscast, but my guess is the number of new hires is between 0-2.

You continue to see TV stations tack on news for two reasons.

First, a newscast is a lot cheaper than a syndicated show.

Second, with the mid-terms coming up, record political dollars will be spent by both parties and more often than not, political campaigns want to buy spots during newscasts.

A new 4PM newscast frees up a number of commercial spots.

Just saying…