Scripps is poised for the emerging audience

While we're biased because of a history of consulting media giant Scripps, we believe among the top ten media companies, it is perhaps best positioned for the audience needs of the next decade in lifestyle journalism. The following is from the Cincinnati Enquirer:

"In a media landscape where consumers and advertisers have more choices of where to put their dollars, companies must provide content targeted to specific consumers.

It now owns about 20,000 hours of that programming. Lowe said that provides advantages well beyond the ability to cheaply repackage popular shows on their own networks.

"We wanted to be in charge of our own programming," he said. "We didn't want syndicators to control it. That sets us up nicely for the next phase."

Lowe's next phase includes different formats and delivery systems for that digital video content, whether it's cell phones, broadband or video-on-demand services.

For example, Scripps has a deal to provide shows to digital video-on-demand or Internet customers of providers such as Comcast Corp. and Time Warner Cable.

In another step for Lowe, imagine short-form programs on how to replace your French doors or your luxury car, all available on your mobile phone or your computer.

Or better yet for Scripps, imagine seeing the product on television, then pressing a button on your remote control and ordering it from Scripps' Shop at Home retail channel.

"You'll really see more and more on Shop at Home," said Lowe, calling it a "profit platform" for network accessories.

That mindset has put Scripps out in front of competitors, said Kim Garretson, a former consultant to Scripps who...operates his own Internet site,

"Within a year or so, you and your family members could be in your kitchen, and you'll actually talk to a box in your kitchen and say, 'Tell me how to make chicken cacciatore,' " Garretson said.

"The No. 1 media company that's going to serve that content is Scripps."

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