Weather Channel naming winter storms

The Weather Channel posted an internal marketing pitch, I mean feature article, about why they've deemed themselves the official naming entity for big winter storms. From the article:
During the upcoming 2012-13 winter season The Weather Channel will name noteworthy winter storms. Our goal is to better communicate the threat and the timing of the significant impacts that accompany these events. The fact is, a storm with a name is easier to follow, which will mean fewer surprises and more preparation…

This is an ambitious project. However, the benefits will be significant. Naming winter storms will raise the awareness of the public, which will lead to more pro-active efforts to plan ahead, resulting in less impact and inconvenience overall…

Finally, it might even be fun and entertaining and that in itself should breed interest from our viewing public and our digital users.

"Why The Weather Channel is Naming Winter Storms" (Thanks, Gil Kaufman!)
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