From this morning's Wall Street Journal...
The Weather Channel knows the chance for rain in St. Louis on Friday, what the heat index could reach in Santa Fe on Saturday and how humid Baltimore may get on Sunday.
It also knows when you're most likely to buy bug spray.
The enterprise is transforming from a cable network viewers flip to during hurricane season into an operation that forecasts consumer behavior by analyzing when, where and how often people check the weather. Last fall the Weather Channel Cos. renamed itself the Weather Co. to reflect the growth of its digital-data business.
Behold the future of media, my friends. It may be bad and it may be good, but it cannot be stopped.
