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New Partners Southern Living And 'Daytime' Subscribe To Same Content Interests

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By WALT BELCHER

The Tampa Tribune

Published: September 16, 2008

It's a marriage made in marketing heaven. The WFLA, Channel 8, syndicated "Daytime" show and Southern Living Magazine have hitched up for a yearlong cross-promotional partnership.

"It's a perfect fit," says "Daytime" host Cyndi Edwards. "They like cooking. We like cooking. They like travel. We like travel. They like home decorating. We like home decorating."

Edwards and co-host Dave Nemeth recently spent four days at the Birmingham, Ala.-based publication, and this week, they are taking viewers behind the scenes.

"It's an unbelievable 27-acre facility that feels like a kick-back, take-off-your-shoes homey place," says Nemeth, who participated in a food tasting in one of the magazine's eight test kitchens.

In future "Daytime" episodes, Edwards will cover some of the Southern Living "Idea Houses" (homes designed by the magazine for comfort, style and the latest in building materials).

Former Southern Living Food Editor Susan Nash will be featured in cooking segments on "Daytime." In turn, the magazine will be highlighting "Daytime" in upcoming issues.

"This is giving us a huge boost in content and in exposure," says "Daytime" producer April Wilson. "Our presence in the magazine will grow."

"Daytime" started its seventh season this week in the 10 a.m. weekday time slot. Returning are correspondent Lindsay MacDonald, movie reviewer Sam Hallenbeck and chef John Lewis, co-owner of La Maison Gourmet in Dunedin.

Hooking up with Southern Living is one of the ways that WFLA General Manager Mike Pumo hopes to expand the syndication of "Daytime," which is currently carried on 17 TV stations throughout the United States.

"It makes sense to join forces because we're trying to reach a similar audience," Pumo says. The magazine reaches more than 16 million readers a month, many of them women 25 to 54 (the demographic advertisers covet).

Helen Todd, the magazine's public relations manager, says Southern Living and "Daytime" both focus on the Southeast. "We have a very engaged audience; they love their magazine," she says. "This brings the magazine to life."

Says Nash: "It's going to be fun because Southern Living really captures the soul of the South" when it comes to food. "We'll be giving seasonal recipes and entertaining tips as well as meals for young families and empty nesters," she adds. "We'll mirror the magazine."

Nash and Todd are in Tampa this week stocking the "Daytime" kitchen and taping segments for future episodes.

Launched in 2001, "Daytime" was created by former WFLA producer Steve DeGregorio. It is a mix of host banter, celebrity interviews, movie and TV reviews, cooking and lifestyle segments, and paid infomercial segments.

Because some guests pay to promote their products, "Daytime" got off to a controversial start when media critics questioned the infotainment concept and whether having paid guests blurred the line between entertainment and sales. The flap quickly died down as "Daytime" became a ratings success.

"There is still a slight misconception about that," Edwards says. "I heard people say, 'You can't get on the show unless you pay.' But that's not true. The paid segments are a small element of the show. We still like to profile the little guys, the mom-and-pop operations. And we do inspirational stories and educational segments."

"Daytime" is one of three syndicated programs produced by Media General, which also owns The Tampa Tribune and TBO.com. The company also produces the fishing series "Reel Animals" and "Star Watch."

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