Jigsaw LLC


Why hasn't the internet killed the weather?

— Culture & Observations —

The internet has caused many a blogger to signal the end of just about everything.

TV commercials — their existence and effectiveness — were supposed to die years ago. The newspaper business has been reported to be on life support. And the music business, well, they’re still trying to figure it out.

But while watching the Packer game last night a new thought came to me: Why has the internet not signaled the timely end of the local weatherman?

It started with a promo, where a weather guy came on and said: “Will this perfect weather last through the weekend? Find out after the game.”

I happened to have my laptop open while the promo was on and my fingers started to twitch. Had this guy never heard of weather.com? Or my favorite, noaa.gov?

It was a bizarro world moment, a world where the information being teased — what the weather would be this weekend — was some kind of best kept secret you had to wait to hear to find out. But those days are gone. And the weather is very available 24-7 now. Sure there’s a handful of octogenarians who wanted to find out what the weather was going to be but fell asleep just before the game got done. It was 11 PM by then.

Now don’t get me wrong. I don’t have soem kind of personal vendetta against local meteorologists. But they seem to remain unscathed in a technological world where the information they give to us is simply a repeat of something that is available to us all the time. They used to corner the market on doppler radar. But all of us have access now.

In our business, technology has changed everything. None of us are unaffected. Entire agency cultures have changed and interactive departments have sprouted up in every miniscule corner of the world. We’re adjusting and have (no pun intended) weathered the storm of the end of “traditional” advertising. The weather guy though? Reinvention is necessary. As their market starts to dwindle due to the relatively free access to information, they’ll need to adjust as well.

Needless to say, I watched the end of the game, got the 10 day forecast and went to bed. Weather guy, I’ll leave the light on for ya.

Posted by Jigsaw