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The joint venture between Fox station group and fellow News Corp. unit Twentieth Television, MyNetworkTV, took a different approach than rival networks during its debut upfront presentation Tuesday, as the new network appealed to advertisers not with pitches about its excellent programming environment and demographic potential but rather focused on a “let’s make a deal” approach, offering marketers various product integration opportunities, more “A” positions and less clutter, writes MediaPost.
In a move to reduce clutter, advertisers will have more “A” positions - meaning the first commercial in a break that networks often reserve for their own ads - and shorter commercial breaks, according to MTNV’s ad sales chief Bob Cesa. “We’ve changed our business to reflect the needs of the marketplace,” said Cesa.
MNTV execs also promoted MyNetworkTV.com as a complementary platform for advertisers’ on-air campaigns. The site will store over 3,000 video clips related to the programming - with sponsorship opportunities included - which users can share online or send to a friend’s mobile phone.
By the end of 2008, revenue growth in the radio industry is expected to have fallen 7%, the second year of negative growth for the medium, according to estimates in a report from from BIA Advisory Services, writes MarketingCharts.
BIA estimates that…
Next in the long list of companies cutting jobs comes Tribune Co., which is slicing positions at The Chicago Tribune.
About 12 employees at the Trib were given the rest of the week to clean out their desks; more cuts…
Target is one of the first brands to create an iPhone application. The Target “gift globe” allows iPhone users to shake their phones to launch a snow-fall effect.
When the snow clears, a gift idea from Target is revealed. Users…
NBCU is launching its latest round of layoffs, with up to 500 jobs, or 3% of its work force, expected to be cut.
NBC News bureaus in Dallas and Los Angeles will be affected, writes TV Newser. L.A. correspondent John Larson,…
A Specific Media study finds the presence of display advertising significantly affects click-through and search style across both paid and organic searches.
In the “travel and tourism” category, display advertising engendered a 274% lift on both paid and organic search.…
Today’s Wall Street Journal is running a cover wrap for Dell. The ad covers a third of the front page and all of the back.
Though the New York Post and the Daily News commonly use cover wraps, the move…
