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‘Good Morning America’ Unveils Newsletter, Expands Digital As Morning Show Brands Battle For Eyeballs

ABC News launched its new Good Morning America web site, which includes original content for digital and social, as well as a daily newsletter called the GMA Wake-Up. Effort speaks to the industry’s morning-show-as-brand strategy with growth opportunities across non-TV-screen platforms, though GMA will be trying to grab more turf in a field cluttered with well-established morning newsletters, podcasts, etc.

Good Morning America routinely tops total viewers in the morning-news derby on television, wrapping its sixth season in front, but chief rival Today perked up when it jettisoned Matt Lauer and teamed Hoda Kotb with Savannah Guthrie. And the NBC program continues to hold news-demographic over GMA. Meanwhile, more often than not, morning headlines are generated by cable news competitors like Fox & Friends and Morning Joe. 

New digital push is intended to extend the brand all day.

“In the past the digital operation and the broadcast were basically silos,” GMA Sr. EP Michael Corn told Deadline.

“Now it’s one big team and we’re all working toward the same thing which is building a huge audience regardless of where they view our content.”

“It’s about building an audience for our brand. I love morning television but the brand is more important than the platform.”

In a memo to staff, ABC News president James Goldston said features entertainment, wellness, health, food and travel stories “we know our audience loves plus heartfelt human interest stories we tell better than anyone.”

This morning’s new content includes Robin’s “dressing room reveal,” and Chrissy Teigen’s “advice to my younger self.”

The new effort includes a GMA Facebook community, “We Are GMA,” which Goldston described as a place to talk with other GMA viewers about topics in the news and on the show.

Announcing the “vital extensions of GMA,” Goldston gave a nod to show Terry Hurlbutt who has been VP/GM Digital for GMA since last July and who spearheaded the project announced today, as well as Colby Smith, VP ABC News Digital. 

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