With the recent spate of books documenting the failure of hundreds of Internet startups, it's refreshing to read about the successful launch of a business in what was once a fledgling industry itself: cable television. The Weather Channel was born on May 2, 1982, less than two years after Good Morning America
weatherman John Coleman brought his idea about a 24-hour channel dedicated to nothing but weather to Frank Batten, then chairman of Landmark Communications. In his comprehensive account of the channel's history, Batten details the many financial, technical and management obstacles the Landmark team overcame to get the service on the air and keep it there until it became profitable. As documented by Batten, the Weather Channel reached its low point in mid-1983 when, racked by losses, Landmark came within days of shutting down the operation, only to be saved by the cable system operators who agreed to pay subscriber fees to keep the service running. Given some breathing room, the Weather Channel steadily improved its programming and technology and, as Batten acknowledges, rode the wave of the explosive growth of cable television to the point where in 2000 the Weather Channel generated revenues of $320 million and attracted millions of loyal viewers. While the Weather Channel encountered some stormy times, its ultimate success proves that a sound business concept, hard work and a little luck can turn an idea into a national institution. Batten's book offers valuable business lessons that many entrepreneurs can learn from. 23 color photos. (May 2)
Forecast:This is one of HBS Press's lead titles (with a planned 75,000 first printing), and the house is pouring $100,000 into an ad/promo campaign. If the press properly markets it to business travelers, entrepreneurs and commerce-minded Weather Channel viewers, their skies will be sunny.
