I don’t have cable and rarely look at WCAX online. But I did check out Vermont’s news station after hearing that the Martin family, owners of WCAX TV, had agreed to be sold to Gray Television, a media conglomerate from Georgia, for $29 million.
For no special reason I clicked on a days-old video story Celebrating Cinco de Mayo in Vermont. It was a bit of a shock that a still shot showing what seems to be a U.S. Border Patrol immigration traffic stop of some kind precedes the actual story about a May 5th party in Essex Junction .
Cinco de Mayo commemorates a battle between the Mexican army and French forces in 1862. The May 5th date is significant in the U.S. as a celebration of Mexican-American culture. I guess since the recent waves of immigrant arrests an algorithmic profile (or some staffer?) at WCAX NEWS thought, ‘Nothing says Cinco de Mayo 2017 in Vermont more than a Border Patrol immigration stop.’
Well for better or worse WCAX will likely be in for changes and adjustment soon under the new ownership. And it’s clear the lucrative New England political media market is what Hilton Hatchet Howell, Jr., CEO and vice chairman of Gray Television, is after.
And make no mistake Hilton Hatchet Howell is in it for the political ad money. He commented on Gray Television’s recent purchases of WCAX, a Maine station and one in Florida: “Of particular note to me. This acquisition leads Gray to, for the first time in its corporate history, have three New England stations and all three of those New England stations have some of the highest political revenue in their markets and we are quite excited about that. It moves us into New Hampshire for the very first time in the Northern part of that state, and we add to our operations in Maine, which is a politically-sensitive state during the presidential election year.”
Upwards of $100 million was spent on political ads in broadcast and cable television in New England markets. It looks like Hilton Hatchet Howell, Jr., went shopping for and bought himself a cash cow — access to the New Hampshire presidential primary ad revenue.
And speaking of politically sensitive, 3-H better adjust WCAX’s algorithmic profiling and/or staff cultural awareness training before Cinco de Mayo rolls around again.