Hardware Retailing

DEC 2018

Hardware Retailing magazine is the pre-eminent how-to management magazine for small business owners and managers in the home improvement retailing industry.

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F or many people, tuning in to the local news on TV is a reliable way to start their day or wind down for the night. In 30 minutes or less, viewers can get blasts of local and international news and benefit from up-to-date information on events happening around their community. Many local news programs feature live or pretaped segments with local business owners, and for the professionals featured in these spots, appearing on TV can be a powerful way to market their business, display their product knowledge and connect with people who have never visited their store before. Jim Lehrer, owner of Brownsboro Hardware & Paint in Louisville, Kentucky, has more than 20 years of experience appearing in televised segments with his local Fox affiliate, WDRB-TV. What started as a simple spot on how homeowners can keep their properties free of ice and snow during a particularly bad snowstorm has developed into a beneficial working relationship for the news team and Lehrer. In this article, learn how Lehrer became involved with WDRB, how it benefits his business and how other independent operators can establish their own relationships with local media. As Seen on TV Marketing: Local Media How Strong Ties to Local Media Can Boost Business HARDWARE RETAILING | December 2018 50 By Todd Taber, ttaber@nrha.org

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