Behind-the-Scenes at Weatherbug

A case study on Weatherbug, the hot and much-hyped subscription and ad-based downloadable weather app. “Each station agreed to place a download form for the bug on their Web site branded with their own weather forecaster’s name. For example, San Francisco’s CBS Channel 5 site calls it, “Samantha Mohr’s Weatherbug” with a headshot of Mohr next to the download offer, and Mohr often plugs it on-air. In exchange, the station gets traffic from its hotlinked logo at the upper left corner of a live Bug screen. And the station gets extra income by selling a percent of the Bug views in their region.