Part of AccuWeather’s strategy to cultivate brand loyalists is its enhanced app. We want to provide immersive content so that they’re spending more time. Danetz and others in AccuWeather’s newly assembled brain trust don’t just want people to check AccuWeather, they want them to experience AccuWeather. But digital displays in elevators and outdoor Manhattan only capture viewers’ attention for a few moments in transit. I’m not going say we’re the size of Facebook in terms of branded usage, but in terms of people who are engaging with our content on a daily basis globally, it’s that big.”Īny content producer claiming to connect with billions of users is likely to draw attention from the ad market. “If you’re in an elevator, there’s a company called Captivate, and the weather on those screens is from AccuWeather. “If you go into Westfield Mall, or you’re downtown, here in Manhattan, you’ll see digital displays from us,” Danetz says.
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They can even view AccuWeather’s own TV network on Verizon Fios. Users access AccuWeather on smartphones, tablets, desktops, TVs, radio stations and newspapers. “We provide forecasts for nearly every location in the world,” Danetz says. But whereas Facebook’s audience gathers on the central Facebook platform, Danetz says AccuWeather’s users are counted from a host of media channels that use AccuWeather. AccuWeather claims a daily digital reach of nearly 2 billion users-put another way, as many users as Facebook. The staff starts to make sense when you look at the audience. That’s a lot of media moguls to report cloud conditions. The new gig pairs him with another Daily Beast alum, Bill McGarry, and teams him with Deirdre Daly-Markowski, one-time executive director of digital at Hearst. He came to the company by way of Time Inc., CBS, McGraw-Hill and the Daily Beast. But he’s already drawing on a long career in news to steer AccuWeather’s public-facing offerings toward a premium media outlet.
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Now, decades later, Danetz’s tenure as an AccuWeather employee spans less than four full seasons. There, he crunched meteorological data for the station’s weatherman, Sam Champion, who would go on to report for “Good Morning America” and anchor shows on The Weather Channel. Danetz is new to this job, but he first used AccuWeather 27 years ago as a fresh-faced intern at ABC TV network’s flagship station in New York City. The ease with which he rattles off the forecast is not innate. It’s going to be a potentially record-hot Sunday.” “Today is partly cloudy, and we’re gonna have some showers later today and early tomorrow, but otherwise not so bad. “The weather is always good at AccuWeather, my man,” he says. As always, Danetz took the weather in stride. This was autumn in New York, yes, but with highs straddling the upper 60s, the afterglow of summer lingered like a lover’s fragrance, keeping the puffer vests and fiery foliage at bay. Eric Danetz, AccuWeather’s newly installed chief revenue officer, picked up the phone and contemplated the climate.
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