Tegna’s WBNS (Columbus) is adding a 4PM newscast next week.

Why?

Well, if you read the station’s website, they say, “We know you're busy, so 10TV is delighted to offer you another option to watch your favorite local news. Starting on Monday, Sept. 11, Central Ohio's News Leader will present 10TV News at Four in the early evenings. A regular weekday local newscast produced to be convenient and valuable to you.”

Did the station not figure people were busy until just now?

Also, if you offer streaming on the station’s website, can’t the viewer basically get the news whenever they want?

The real reason is that the political season is kicking off and the amount of political ad dollars being spent will set all-time records.

Politicians like to buy ads during newscasts because research has shown them that news viewers are much more likely to be voters than non-news viewers.

What would have been really cool is if Tegna was upfront about the reason they are adding another newscast.

Just saying…

PS, I am a fan of WBNS Anchor Yolanda Harris. I hope the station is giving her a raise for anchoring about newscast.

What do you think they did?