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360 MEDIA GUIDE 0

ENGAGING CONSUMERS IN A MULTIPLATFORM WORLD
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MEDIA GUIDE

Welcome to Our New 360° Media Guide Editorial Contents

M4 THE NEW MEDIA WORLD

I
t’s amazing how quickly 360° has become shorthand for the new media model, a rallying Media companies reinvent themselves in an effort to
cry for an industry that no longer defines itself based on distribution platforms but around help marketers connect with consumers in a variety of
new ways.
brand identities. With that in mind, we’ve created this 360° Media Guide, to meet the
M4 DESTROYING THE SILOS
needs of the marketplace as it moves from its traditional structure to a model that puts audi- Media agencies are knocking down their traditional
silos, such as print, TV and online, so they can help their
ences and brand missions squarely in the center. clients work across media platforms.

In the age of consumer control, it’s imperative for marketers and their agencies to figure M5 A 360° CONVERSATION
Three executives discuss the new world of marketing, its
out new ways to tell their stories. It’s no longer enough to think in terms of print, or cable or pitfalls and where it’s headed.
online. Now the focus is on the customer—and how to best reach and serve that customer, no M49 MARKETERS WANTED
DJG Marketing’s Steve Greenberger looks at the changes
matter what medium is used. Media companies need to change their own mind-sets, their busi- taking place for media buyers and planners—and what
they need to do next.
ness models and external perceptions. As one media agency executive told us, “To say that my
M49 MEASURING A MOVING TARGET
business is not magazines, it’s helping new mothers better care for their children—that’s a huge As the media world changes, so do the methods of meas-
paradigm shift for a lot of content companies.” urement. Here’s what research companies are looking
into now.
In this guide, you will find examples of media companies—some traditional, some not—
that are reinventing themselves to serve this 360° world. They are creating multiple platforms
360° Media Guide Directory
with a wide range of combinations to help savvy marketers thrive. Each one offers a description
M6 AETN
of who they are and whom they reach, as well as their hottest opportunities for marketers and
whom to get in touch with to take advantage of them. In addition, you will find charts that
M8 Alloy Media+Marketing

offer a guide through the many different options each company offers. This guide will be avail- M10 AMC
able online for the next year.
M12 BET Networks
We hope you will find our 360° Media Guide useful as you, too, explore this new media
M14 Cartoon Network
world. Like any new product, it will be evolving, so we welcome your comments and sugges-
tions—as well as constructive criticism—as we work to make this guide even more relevant and M16 CMT
insightful in the future. M18 CNN
Enjoy!
M20 Comcast Spotlight

M22 Disney ABC Unlimited

M24 Meredith 360°

Scott Donaton
Associate Publisher M26 MTV
Advertising Age
M28 The N

M30 NBC Universal

M32 Nickelodeon
Suzanne Hermalyn Kathy Haley Jeanine Dunn
Director, custom programs Wayne Karrfalt Section designer M34 The Reader’s Digest Association
Section writers
Karen Egolf Vickie Daniel
Director-editor, special projects Barry Kafka Production manager M36 Rodale Marketing Solutions
Art director
Richard K. Skews
Associate editor Gregory Cohane M38 Scripps Networks
Graphic designer
M40 Sony Pictures Television

M42 TV Guide

* If you would like to advertise in this digital magazine, please contact:

Suzanne Hermalyn / Director, custom programs / 508-497-8688 / shermalyn@crain.com
M44 VH1

M46 Yahoo!: advertising.Yahoo.com

NOVEMBER 6, 2006 M3
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MEDIA GUIDE
THE NEW PUSH TO INTEGRATION By Kathy Haley
Wachovia Securities used a 360° marketing approach to reach people interested in retirement planning in Sarasota, Fla.
My Space, Google,You Tube.Video-on-demand, online gaming, viral
marketing. Place-based advertising, addressable advertising, word-of-
mouth. Media choices are proliferating at an astonishing rate, leaving
marketers and their agencies racing to keep up with the most effec-
tive ways to reach out to potential customers in a fragmented, shift-
ing media world.
The answer for a growing number of marketers is to take a 360°
approach, zeroing in on a target group of consumers most likely to
be receptive to a certain message and surrounding them with it, using
a variety of media to touch them at different points along the deci-
sion-to-buy process.
IAgencies React to 360° Media World
Silo. It’s become a four-letter word in the world of advertis-
ing, where marketers, media companies and big agencies are now,” says Rishad Tobaccowala, CEO of Denuo, an agency spe-
working feverishly to break down the organizational struc- cializing in helping marketers make the most of emerging
tures that hold them back in a 360° media environment advertising venues.
In taking a sledgehammer to their silos, media buying com-
panies in particular are vying for a greater role in the process to adapt to the realities of a 360° media environment.
of developing communications for marketers.
M4
By Wayne Karrfalt and Kathy Haley
Among agency executives
exploring this new media
world are (from left) Mary
Gerzema, North American
president of Universal
McCann; Rishad Tobaccowala,
CEO of Denuo; and Peter
Gardiner, chief media officer
of Deutsch Inc.
“There’s a bit of a free-for-all in the 360° media world right
Media-buying companies are taking a variety of approaches
Initiative North America created a new executive role—
Thus, when Wachovia Securities wanted to boost business in
Sarasota, Fla., it launched “What’s Your Number?” a campaign
that used print, direct mail, online, cable TV, local events, mer-
chandising displays and employee training to take the fear and
denial out of retirement planning. The campaign kicked off with
a seminar featuring author Lee Eisenberg and other financial
gurus, and netted local bank branches a long list of appoint-
ments with interested prospects. It even attracted a story in The
Wall Street Journal.
“The keyword for us is integration,” says Jim Garrity,
Wachovia’s chief marketing officer. “Our marketing wheel of
integration looks at every possible contact point.”
Although it began as a media planning tool, 360 has since
expanded to embrace the entire process of communicating with
customers and prospects. Here again, the old ways have been
abandoned, as multitasking, media-meshing consumers have
forced marketers to rethink the very ways in which they com-
municate with customers and prospects.
“If you are talking about reaching the consumer, you are
missing the point,” says Wenda Harris Millard, chief sales officer
at Yahoo! Inc. “You can reach anybody. The challenge now,
because of multitasking, is connecting with consumers.”
To do this, marketers must understand their potential cus-
tomers better, including how they tend to use media. This need
more than anything else is enlarging the role that media compa-
nies—from giants such as Disney ABC Unlimited to specialists
like Alloy Media+Marketing—play in helping marketers make
those connections with consumers.
FOCUS ON THE CONSUMER
Conglomerates such as Time Warner, Viacom and Sony Corp.
have used the integration mantra for years to promote their abil-
ity to reach out to consumers through a variety of branded touch
points. What’s changed, particularly in the last year or so, is the
emphasis companies like these are putting on the consumer.
At Meredith Corp., for example, a new marketing solutions
unit launched in July specializes in connecting marketers with
the 70 million women the company reaches each month
through magazines, TV stations, Web sites and local events. The
work doesn’t end with simply plotting out an all-embracing
media plan. The company also creates materials, including
DVDs, on-demand shows, magazine inserts and TV spots.
“We do creative services, customer relations marketing work and
advertising, be it for print or broadcast,” says Nancy Weber, chief
marketing officer. “We can even create a line of books for you.”
Continued on page M50
chief activation officer—and named its former director of
national broadcasting, Tim Spengler, to carry it out. Mr.
Spengler, who oversees buying on all media platforms, is now
the agency’s point person for clients; he also heads a newly
formed Implementation Council that will meet regularly to
help integrate operations.
Chicago-based Starcom aligned its media business into two
disciplines: activation and captivation, and put three new divi-
sional presidents in charge: President-Chief Consumer Officer
Steve Feuling oversees consumer context planning; Chris
Boothe heads up all buying units as president-chief activation
officer; and Andrew Swinand is president-chief client officer, in
charge of accountability and what Starcom calls “ROO,” or
return on objectives. (A fourth president, Kathy Ring, was
appointed CEO of Starcom’s L.A. operations, serving Walt
Disney Co.’s needs.)
Interpublic Group’s Universal McCann collapsed its online
and emerging media operations into a single unit. Mary
Gerzema became the agency’s first North American president
and named David Cohen, former senior VP of UM Interactive in
NOVEMBER 6, 2006
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SPECIAL ADVERTISING SECTION OF ADVERTISING AGE

A 360° CONVERSATION

David Adelman, media director Richard Beaven, CEO Andrew Swinand, president-chief client officer
Johnson & Johnson Global Marketing Group Initiative North America Starcom Worldwide

The rise of digital media, with all its new forms of reaching consumers, To find out where this is all heading, along with the wrench-
ing changes the trends have wrought within companies, writer
is bringing about a change in how marketers and their agencies do Kathy Haley talked recently with David Adelman, media direc-
business. Before, marketing efforts centered around different media tor, Johnson & Johnson Global Marketing Group; Richard
Beaven, CEO, Initiative North America; and Andrew Swinand,
silos, such as print, broadcast, cable and online.Today, in a move that is president-chief client officer, Starcom Worldwide. An edited
transcript of their conversation follows.
shaking up marketing as companies are pushed to rethink—and even
restructure—their efforts, the focus is shifting to a customer-centric ¡ADVERTISING AGE: Is 360° media the approach you and
your organizations are using today?
approach: a 360° media world. DAVID ADELMAN: That’s a good enough name for it. We call
Even while some are just starting to realize they need to change, the it integrated communications.
ANDREW SWINAND: The definition has changed. Before,
definition of 360° media is expanding as the marketers and their agen- people talked about surrounding the target, and it was very much
that you would build a silo around every angle. But it was all still
cies already in this area push the boundaries and explore the shifting very isolated. The biggest thing that changed is the definition of
relationship with the consumer. Continued on page M48

New York, as U.S. director of digital communications in March.
Smaller integrated shops, such as Deutsch Inc., say their
larger competitors are finally coming around to their way of
doing things, putting creative development and media plan-
ning under one roof. “We’ve been seeing for a number of
years a growing frustration with the separateness that exists at
the media-only shops,” says Peter Gardiner, chief media officer
at Deutsch. “They’ve figured out this all has to work together,
and they’re hiring people to rebuild themselves back into inte-
grated companies.”
Ms. Gerzema says Universal McCann is organizing itself
from a communications perspective, tying three “ecosystems”
together organically. The client relations department consists
of account directors and planners who understand the busi-
ness side and work with clients most directly. The insights and
applications team includes researchers, media planners and
consumer insight specialists. The operational team is the inter-
nal group working behind the scenes in human resources and
internal communications to help optimize efficiencies across
the board. Ms. Gerzema says that each group includes differ-
ent disciplines but that each can learn from the other.
“One of the things I’m trying to do is share best practices,”
Ms. Gerzema says. “Even though people may be in different
departments, their experience is similar. Making sure different
disciplines are working together is crucial, with insights people
providing oxygen to people providing ideas.”
As agencies reorganize, they are also trying to improve how
they assess the effectiveness of their campaigns. Many compa-
nies are building proprietary systems and tools to measure
how consumers come into contact with brands and which con-
tacts are most effective in building usage and loyalty.
Both Starcom and Mediaedge:cia are working with market
research company Integration to build custom versions of its
MCA (Market Contact Audit) product. Mediaedge calls its tool
Connections and designed it to analyze the relative impact of
different media choices, not only in driving initial demand for
a product but also in spurring consumers in the activation
phase, when ad campaigns are trying to get them to buy.
By studying consumer behavior and the way different
media influence it, Mediaedge and other agencies are adapt-
ing to the 360° world, says Lee Doyle, the company’s manag-
ing partner and director of client services. “We’re examining
what is the communications challenge better than we have in
the past,” he says.
Because tools such as Connections rely partly on consumer
interviews, however, they can’t always provide much measure-
ment of emerging media that might be highly appropriate for
some clients’ campaigns. To experiment with venues such as
these, agencies and their clients must be willing to take some
calculated risks, Mr. Tobaccowala says.
He recommends an approach he calls 95/5: “Take some of
the most interesting people in your company and, instead of
putting them against your biggest existing business, put them
against your biggest opportunities.” Assign to these people
5% of the company’s budget to pursue the opportunity, leav-
ing the rest of the company to deliver 100% of objectives with
95% of budget. Do not, under any circumstances, cut the 5%
of budget assigned to the experimenters, and do not require
them to move a single case of product.
“By their very nature these people know your existing busi-
nesses, and they have the credibility within the company that
they can mess things up if they are learning,” Mr. Tobaccowala
says. “And once they learn, they can incorporate their learning
into the company.”
Above all, Mr. Tobaccowala says, companies must move for-
ward with strategies like 95/5 if they are to take full advan-
tage of 360° media realities.
“You cannot learn by thinking about this,” he says. “You
can only learn by doing.” o

NOVEMBER 6, 2006 M5
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MEDIA GUIDE

AT A AETN SIZZLING
OPPORTUNITIES
GLANCE At AETN, we make it our business to understand
the latest consumer behavior. Then we deliver
Supported by A&E’s most ambitious
the multiplatform entertainment experiences launch campaign ever, the multiple-
that meet the needs and desires of our massive award-winning phenomenon will
be available to a new, bigger
fan bases. audience when it debuts in January
’07, with customized integration
options across our media platforms.
Our supercharged transforma- sea of more and more
235 E. 45th St. New from The History Channel:
tion from a cable TV company cable choices. Our hyper-
New York, N.Y. 10017 ON
www.aetv.com to a content powerhouse branded minisites extend
www.history.com means we are reaching highly great on-air franchises. Launched on Oct. 9, this new series
www.biography.com
attractive consumers—every set the record as The History
Channel’s most-watched series
Peter Olsen day and on a grand scale. • The History Channel: A premiere ever. Custom-built
SVP, Sales & Solutions, unique and powerful multiplatform sponsorship
A&E and The Biography Channel opportunities can offer up a highly
AETN is home to powerful brand serving top-notch,
212-210-1431 desirable audience for advertisers.
Peter.Olsen@aetn.com brands, and our family just passionate audiences. And
keeps growing. A&E, The our sights are set on his- ON
Amy Baker
History Channel and tory everywhere. Check The History Channel’s “Modern
SVP, Ad Sales & Solutions,
The History Channel Biography serve as the foun- out our new broadband Marvels,” in partnership with the
212-210-9096 dation as we develop and player with channels such National Inventors Hall of Fame,
Amy.Baker@aetn.com brings you this national invention
launch exciting new experi- as Exploration and people destination, and you initiatives exploding onto competition. Exciting opportunities
Melinda McLaughlin ences across all the new digi- Science & Technology, won’t find another like it. the small screen, it’s clear available.
SVP, Insights & Marketing tal platforms: and interactive time lines that the AETN properties
Solutions, AETN
that take curious minds With our aggregated broad- are continuing their The eagerly awaited annual event
212-210-9105
Melinda.McLaughlin@aetn.com • A&E: Greatest resurgence on journeys through time. band video players, our resounding splash in the has moved to its new home on
in cable TV history, blast- download-to-own offer- 360° waters—reaching out The Biography Channel, with
impactful, creative and fun
ing into the Top 10 and • Biography: On-air or across ings, new AETN mobile to consumers and fans multilevel promotion and content
on its way to Top 5 in a digital platforms, it’s the content and user-generated everywhere. o extensions, especially online.

M6 NOVEMBER 6, 2006
Project10 10/25/06 4:39 PM Page 1

IT’S NOT THE SIZE OF THE SCREEN;

IT’S THE QUALITY OF THE CONTENT THAT COUNTS.

Whether it’s on a 60” hi-def Plasma, a 4” PSP,

a computer monitor or mobile phone, we provide
viewers and advertisers with first-rate entertainment.

We’ve got the brands, the content and the delivery

platforms to suit your needs and to reach your targets,
whoever, and wherever they are. And you’ve got the
assurance of entertaining, high-impact environments,
meticulous stewardship and a solutions-driven
commitment to creative partnering that will insure
your ROI and power your brands.

So, remember, size doesn’t matter, it’s the content

that counts!
©2006 AETN. 1506.
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MEDIA GUIDE

AT A ALLOY MEDIA+
GLANCE
GENERAL INQUIRIES:
MARKETING
Info@AlloyMarketing.com

NATIONAL INQUIRIES:
Gary Thomas
GThomas@AlloyMarketing.com
312-525-3084
Alloy Media+Marketing has the insights and assets to engage
consumers all day, every day, through contextually relevant
environments.

Our unique surround strategy is We believe that reaching out to con-

designed to employ unavoidable
media that drive consumer response.
We help clients integrate their mes-
sages in the everyday lives of tweens,
teens, college students, young inde-
pendents and other consumers
nationwide.
Our strategies, platforms and pro-
grams are unmatched. Out-of-home,
print, online, direct marketing, sam-
pling and promotions, events and
field marketing: Our assets cut
through the media clutter because
they are fully integrated into the
lifestyles of consumers and can’t be
ignored.
sumers in the places they study, work
and play is the most effective, target-
ed and efficient way to activate
brand recognition and awareness.
Whether in school, at social spaces,
on military bases or on the street,
our programs are built to meet
clients’ specific targets and goals, and
deliver results.
Led by an experienced, knowledge-
able team, we bring a legacy of pro-
fessionalism, years of experience and
well-established procedures and con-
trols to every campaign we under-
take. Effective, efficient programs for
maximum ROI—that’s our goal. o

PLATFORM PRODUCT DESCRIPTION TARGET AUDIENCE MARKETING OPPORTUNITIES

Out-of-Home Place-based signage Our leading network of 100,000-plus
location-based media boards reaches more
than 75 million active consumers every
month and includes schools, campuses,
movie theaters, bars, military bases and
social spaces nationwide.
Tween, teen, college, young independent
and general market
In-school and on-campus: backlit and edi-
torial displays; Nightlife and Cinema: back-
lit and restroom displays; plus ambient
media, including guerrilla and mobile mar-
keting, and more

Print Specialty print platforms Our specialty print platforms provide an Tween, teen, college, young independent ROP, spreads, full page, half page, quarter
uncluttered environment for unique pro- and general market page, FSI, custom inserts, sponsored text-
grams and promotions—from college book covers and more
newspapers to elementary school book-
covers to catalogs—that reach consumers,
peers and parents.

Online Industry-leading digital assets We reach the highest concentration of Teen, college Home-page takeovers, sweepstakes, ban-
teens and college students online through ners, rich media, videos and more
integrated, social platforms with measura-
ble results.

Direct Marketing Response-driven postal and We own the most comprehensive,
e-mail database response-driven postal and e-mail data-
base available: more than 25 million cur-
rent, active young consumers and their
parents.
Teen, college Unparalleled access, reliable data including
age, postal address, e-mail address, active
buyer purchase history and more

Sampling and Venue-based distribution Our sampling promotions rely on the Tween, teen, college, young independent Perfectly placed, highly effective and low
Promotions strength of our vast network of venue and general market cost: custom and co-op at venues nation-
partners—from schools to cinemas to wide
retail locations nationwide.

Events and Field Custom brand experiences We create custom brand experiences tai-
Marketing lored to impact today’s consumer. We con-
ceive, design, manage, staff and report on
memorable events; 80-plus event pro-
grams, 10,000-plus event days executed
annually.
Tween, teen, college, young independent Custom events, mobile marketing, street
and general market teams, new customer acquisition, plus co-
op event sponsorship, including Spring
Break, mall tours and more

M8 NOVEMBER 6, 2006
Project1 10/26/06 5:58 PM Page 1

others see
empty spaces

we see
opportunities

www.alloymarketing.com
877.360.9688
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SPECIAL ADVERTISING SECTION OF ADVERTISING AGE
MEDIA GUIDE

AT A AMC SIZZLING
OPPORTUNITIES
GLANCE Now Playing Everywhere: The 89 million homes
Call us! Any of our representatives we reach are just the beginning of our story.
will walk you through the
multiplatform opportunities at
AMC. From small screens to wide ings blockbuster and scored (Quarterly, Fridays, 8 p.m.)
Own Friday night on AMC! Our
NEW YORK
screens and everything in big on VOD. And, by creating entitlement crosses platforms and
Robert Marino between, we are broadening a rich, multimedia environ- delivers a customized sponsorship
VP, New York the way viewers experience ment online—showcasing of our biggest movie night for an
212-382-5020 entire quarter.
the network while remaining extensive behind-the-scenes
CHICAGO committed to smart, con- footage—“Broken Trail” was
Dodi Bashan temporary entertainment an unprecedented success for
VP, Midwest Region Ad Sales "Broken Trail" Web site: Ford multiplatform integration
312-729-9353 that endures. amctv.com and its sponsors.
anniversary of our horror access to their favorite
LOS ANGELES (Sundays, 11 a.m.)
Consider “Broken Trail.” Our In October, AMC thrilled film franchise, “Monsterfest celebrities. With star power
Kim Woods Peter Bart (Editor in Chief, Daily
VP, Western Region Ad Sales first original movie was a rat- fans everywhere for the 10th X.” The event offered cross- and production values rival- Variety) and Peter Guber (CEO,
310-998-9360 platform opportunities for ing those of on-air, Mandalay) take on Hollywood’s
A-list every week. From the Oscars
DETROIT
advertiser integration “Celebrity Charades 2.0” will
to Cannes, show off your brand in
Steve Wegienek including product place- be the hottest show online. the studio, on location, on TV and
VP, Detroit ment, exclusive titles on on the Web.
248-526-0529
VOD and broadband, and These initiatives are just the
ATLANTA video syndication via beginning, as we roll out
Lee Freedman amctv.com. more rich, high-quality
Director, Southeast Region Ad Sales
770-431-6470 entertainment to more plat-
Coming next to broadband forms. So don’t miss out as (Wednesdays, 10 p.m.)
For more information, visit is “Celebrity Charades 2.0,” AMC goes into wide release, Season 3 of our smart, cinematic
sales.amctv.com original series offers custom
AMC’s star-studded original offering AMC programming
marketing partnerships including
series, produced exclusively and our partners’ brands integration to showcase your brand

“Monsterfest X”: promotional integration with the release of “The

for the Web. Visitors to across the array of technolo- in the most stylish of multiplatform
environments.
Grudge 2” amctv.com will get candid gies people live by today. o

PLATFORM PRODUCT DESCRIPTION TARGET AUDIENCE MARKETING OPPORTUNITIES

On-air AMC Cable Network Favorite films you know every line from alongside
the hit movies of today. Original programming
that brings the glam of cinema to the small
screen. They are all part of AMC’s distinctive
brand of enduring entertainment.
89 million homes and counting, boasting an
appeal that delivers both adult men and women.
One-of-a-kind marketing solutions that make
an inspired connection between story and
sponsor. Opportunities abound in our success-
ful franchises, series, branded blocks and movie
events.

Branded AMC/amctv.com A chance for advertisers to become a prominent Movie and entertainment enthusiasts voraciously Your brand writ large on-air and online. It’s
Content part of the AMC experience. True partnership consuming content both on-air and off-channel. product placement taken to another level.
results in fully integrated, high-quality content Think subtle, but powerful.
that engages and activates our viewers.

Online amctv.com Web site From behind-the-scenes extras to rich-media
fun, amctv.com gives you 2.0 access to your
favorite movies and original AMC productions.
Tech-savvy and brand-loyal, our Web audience
consists of entertainment enthusiasts and celeb
worshippers who want to play, interact and learn
more about AMC programming and our spon-
sors online.
Rich media such as games, interactive maps,
video and expandable units, as well as adverto-
rial, sweepstakes and entitlements. Need we
say more?

Emerging AMC Anywhere: For fans who want it on the go, AMC expands Entertainment and technology junkies who just The flexibility of mobile and viral marketing
Media Mobile platforms to mobile, viral and multiple media platforms have to have it now, from the latest scoop on meets AMC’s topnotch content. Advertising
with short-form video, audio and download- their favorite stars to what’s showing on AMC partners benefit from reaching consumers via
ables. tonight. the many technologies they live by today.

Broadband AMC Screening Room: From sneak peeks to “making ofs” and exclu- Insatiable TV lovers who want short-form con- Your streamed commercial units, takeovers, bill-
Online video sive trailers, our enhanced broadband offerings tent inspired by AMC’s vast on-air slate, as well boards, pre-rolls, leave-behind units, vignettes
add dimension and richness to the AMC experi- as those seeking a more interactive, high-quality and bumpers will reach viewers who are look-
ence. entertainment experience online. ing to connect with AMC and your brand.

VOD AMC Anytime: Play, pause, rewind, microwave the popcorn. Our VOD viewers want to see their favorite AMC Own it: Our VOD sponsorships—interstitials,
Originals on demand AMC makes its industry-leading originals and programming at their own pace. Reach AMC’s presenting opens, custom messaging and bill-
key movie titles available 24/7. entertainment enthusiasts via the shows and boards—allow you to form a one-on-one rela-
movies they’ve invited into their busy lives. tionship with our viewers.

Special Client access to exclu- It’s the A-list. It’s the red carpet. It’s champagne Industry insiders and movie buffs looking for an Borrow Hollywood for a night and align your
Events sive AMC Events and “It’s an honor just to be nominated.” experience that is 100% Hollywood and also brand with the biggest names in showbiz, via
Nobody covers Hollywood like AMC, from our 100% uniquely AMC. on-air/off-channel sponsorship platforms, VIP
celeb interview series to our awards season access and customized marketing programs.
galas.

HD AMC in HD As vivid as real life, as compelling as AMC. Our Entertainment purists who want the best out of Showcase your brand in a way it’s rarely seen,
HD offerings are transformative television—one- life and invest in the latest technologies to get and partner with AMC’s distinctive brand of
of-a-kind, enhanced cinematic experiences. the best out of AMC. enduring programming.

M10 NOVEMBER 6, 2006

Project3 10/27/06 2:05 PM Page 1

TAKES.
T. NO RE
NO SCRIP
UIRED.
TV REQ
NO

A M C ’ S N E W W E B O N L Y S E R I E S

Watch Hollywood actors acting out online

Executive Produced by Hilary Swank, Chad Lowe & Bob Balaban
©2006 AMC. All rights reserved.

COMING IN EARLY 2007 TO AMCTV.COM

©2006 AMC. All rights reserved.
0610 360 Media BET.qxp 10/31/06 5:15 PM Page 12

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SPECIAL ADVERTISING SECTION OF ADVERTISING AGE
MEDIA GUIDE

AT A BET NETWORKS SIZZLING

OPPORTUNITIES
GLANCE BET Networks excels each day as the leading pro-
BRAND MISSION ducer of television programming geared toward
Be the pre-eminent entertainment
brand serving African-Americans
the African-American audience. From its position
and consumers of black culture on of strength in television, BET has evolved its
a global basis.
offerings into a multiplatform menu that maxi-
TARGET DEMOGRAPHIC
African-Americans ages 18-34
mizes the Internet dominance of BET.com and
DISTRIBUTION
ignites the cutting-edge popularity of the new
83 million homes in the U.S., BET Mobile service to fuel a total-package enter-
Canada and the Caribbean
tainment experience.
LOCATION
Headquarters in Washington, with
additional production facilities in
New York and Los Angeles.
Advertising sales offices in New
York, Chicago, Detroit and Los
Angeles

OTHER BRANDED ASSETS

• BET Digital Networks—BET J,
BET Gospel, BET Hip Hop
• BET.com
• BET Mobile
• BET Event Productions
• BET International
BET Networks is the nation’s
leading provider of quality
ADVERTISING AND
MEDIA SALES
entertainment, music, news
Louis Carr and public affairs television
President-Advertising Media Sales programming for the
212-846-5014
312-819-8615
African-American audience.
The primary BET channel
reaches more than 83 mil-
lion households, according
to Nielsen media research,
and can be seen in the U.S.,
Canada and the Caribbean.
BET is the dominant
African-American consumer
brand with a diverse group
of business extensions:
BET.com, the No. 1 Internet
portal for African-
Americans; BET Digital
Networks—BET J, BET
Singer Beyonce (left) and rap impresario Jay Z are among the mega-
stars who make the “BET Awards” one of television’s most-watched
Gospel and BET Hip Hop, programs annually.
attractive alternatives for
cutting-edge entertainment
tastes; BET Event
Productions, a full-scale
event management and pro-
duction company; BET
Home Entertainment, a col-
lection of BET-branded
offerings for the home envi-
ronment, including DVDs
and video-on-demand; BET
Mobile, a service venture
into the lucrative world of
ringtones, games and video
content for wireless devices;
and BET International, an
extension of BET network BET.com, the country’s leading Web portal for African-Americans, is
loaded with specialized features and information, including a new
programming for global dis- broadband offering, BET on Blast, with exclusive content, music and
tribution. o graphics for the high-end user.

PLATFORM PRODUCT DESCRIPTION TARGET AUDIENCE MARKETING OPPORTUNITIES

BET 24-hour cable television net-
work operated by BET
Networks, a subsidiary of
Viacom Inc. and distributed to
83 million homes in the U.S.,
Canada and the Caribbean
The most dominant African-American brand and
cable television network providing entertain-
ment, music and informational programming for
African-Americans and consumers of black cul-
ture worldwide
African-Americans ages National and local on-air advertising; branded ele-
18-34 ment sponsorships at major televised events; in-pro-
gram virtual advertising; grassroots marketing
through consumer events; sponsored consumer col-
lateral and product sampling; cause-related market-
ing and pro-social philanthropic initiatives

BET J 24-hour cable television net-
work reaching more than 23
million homes in the U.S. and
Caribbean and flag offering of
BET Digital Networks
The adult complement to BET, BET J is the only
network dedicated to showcasing jazz music
while delivering a menu of entertainment,
lifestyle and cultural programming that mixes in
classic R&B, festive Caribbean, vintage soul and
today’s neo soul
Primary—adults ages 25-39;
Overall—African-Americans
ages 25-54
Extensive opportunities for brand integration in
existing programming and original programs creat-
ed for advertising clients; development of multime-
dia packages for comprehensive brand campaigns;
BETJ.com integration including chats, Web pages,
sweepstakes and banner advertising; and national
on-air advertising.

BET.com Flagship online offering of BET
Interactive, subsidiary of BET
Networks
A leading destination for African-American • African-American adults Banner advertising; video advertising; sponsored
entertainment, culture and community, BET.com 18-34 content elements and applications; interactive pro-
is an online property of BET Networks. In addi- • Music-oriented youth motions, contests and sweepstakes; consumer feed-
tion to extending the BET Network programming 18-24 and teens back and opinion polling
experience, BET.com offers an African-American • Mature African-Americans
perspective on music, news and everyday topics. 34-plus
Key channels include: Music, Entertainment,
Videos, News, Women, Men, Health, Careers.

BET Mobile BET-branded consumer wireless
service application developed
in partnership with mobile
technology provider Motricity
New BET wireless service marketed under the
BET Mobile brand, featuring popular ringtones,
graphics, games, alerts and social networking
features
Wireless customers using
Cingular, T-Mobile, Alltel and
AT&T Wireless service
providers
Sponsored consumer interactive promotions and
sweepstakes; downloadable graphics, music, ring-
tones and games; sponsored consumer promotions
linked to BET televised programming; customized
wireless user alerts

M12 NOVEMBER 6, 2006

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360
0
SPECIAL ADVERTISING SECTION OF ADVERTISING AGE
MEDIA GUIDE

AT A CARTOON NETWORK
GLANCE
NEW YORK
John O’Hara
Cartoon Network is “Always On” for kids
Senior VP-General Sales Manager with multiplatform initiatives. “Re-Animated,”
John.Ohara@turner.com
212-275-6930 a “Billy & Mandy” movie and “Ben 10” follow
LOS ANGELES a successful “Class of 3000.”
Thalia Doherty
VP-National Sales Manager
Thalia.Doherty@turner.com Cartoon Network continues
310-788-6826 to push its properties across
multiple platforms, putting
CHICAGO
Iris Lee its biggest effort yet behind
Midwest Sales Manager “Class of 3000,” the new
Iris.Lee@turner.com
series from recording super-
312-729-5971
star André “3000” Benjamin
and kids TV producer Tom
Lynch. Future Cartoon
Network events, such as the
live-action/animation movie
“Re-Animated,” the animat-
ed movie “Billy & Mandy’s
Big Boogey Adventure” and a
two-week “Ben 10” event in
spring 2007 will also be sup-
ported with digital content
across every media platform.
“Kids are more connected
and technology-savvy than
ever before. They have
broadband Internet connec-
tions, cell phones and digital
music players, and they
expect Cartoon Network to
be right there with them,”
said Jim Samples, exec VP-
general manager of Cartoon
Network. “ ‘Class of 3000’
focuses on music and come-
dy, and comes from one of
the biggest stars in entertain-
ment, so it’s the perfect prop-
erty for this digital effort.”
The multiplatform effort is
driven by CartoonNet-
work.com, one of the most
popular kids sites on the
Internet, with more than 5
million unique users per
month attracted to its
intense games, program-
ming information and
streaming video. The aver-
age visitor spends 59 min-
utes on the site, and
CartoonNetwork.com was
recently cited by Adweek
magazine in its Website Hot
List of the top 10 online per-
formers of 2006, along with
YouTube and MySpace. Its
yearlong Foster’s Big Fat
Awesome House Party game
has attracted 5.6 million reg-
istered users since its launch
in May.
The “Class of 3000” site will
be home to exclusive online,
behind-the-scenes program-
ming, downloadable pod-
“Billy and Mandy’s Big Boogey Adventure,” an original animated movie based on one of Cartoon
Network’s most popular series, premieres in March 2007.
casts, games and music. Full-
length episodes will be avail-
able via the new Cartoon
Network Video broadband
channel. Toonami Jetstream,
its sister service, was
launched in July and offers
streaming action-adventure
and animé programming. A
huge hit from the beginning,
it has delivered more than 35
million video streams to date.
Major national cell phone
carriers are on board with
show clips from “Class of
3000” and exclusive mini-
episodes of series such as
“My Gym Partner’s a
Monkey” and “Camp Lazlo.”
And new episodes of
Cartoon Network series are
available via video-on-
demand, purchased from the
iTunes Store and streaming
on CartoonNetwork.com. All
these digital efforts provide
sponsorship opportunities.
“Cartoon Network has long
been a leader in the new
media space, and with ‘Class
of 3000,’ we’re bringing all
our digital assets together in
one massive effort,” said
John O’Hara, senior VP-gen-
eral sales manager at
Cartoon Network Sales &
Marketing.
“Moving forward, for every
major programming initia-
tive, such as ‘Re-Animated,’
the ‘Ben 10’ mega-event
and our movies, we’ll offer
partners the custom pro-
motions and powerful mul-
tiplatform sponsorships
that reach kids every-
where,” added Phyllis
Ehrlich, senior VP-promo-
tions marketing at Cartoon
Network Sales &
Marketing. o

In Cartoon Network’s first foray into live-action movies, the real and
animated worlds collide with the December premiere of
“Re-Animated.”

M14 NOVEMBER 6, 2006

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360
0
SPECIAL ADVERTISING SECTION OF ADVERTISING AGE
MEDIA GUIDE

AT A CMT SIZZLING
OPPORTUNITIES
GLANCE No other brand reaches the American heart-
For more than 40
CMT AD SALES land like CMT, America’s No. 1 country music years, music fans
Neil Holt have congregated on the shores of
SVP, CMT Ad Sales
network, now in more than 83 million house- Lake Michigan in Milwaukee at the
212-846-5522 holds, where viewers are watching, surfing, world’s largest music festival,
Neil.holt@mtvn.com Summerfest, for concerts celebrating
downloading, texting, streaming, chatting, the best of music from all genres. In
Alex Angeledes 2006, CMT launched “CMT at
VP CMT Ad Sales
watching on demand like never before. CMT’s Summerfest,” featuring country
Los Angeles platforms are leading the way. music’s best with three one-hour
310-752-8519 concert specials. And we’re back in
Alex.angeledes@mtvstaff.com 2007 with an even hotter lineup.
CMT is on fire, launching create programming for our
John Moran The CMT hit “Trick My
VP CMT Ad Sales
new brand extensions on audience. We’ve become a Truck” is back with
Detroit more platforms that give our leader and cultural icon in our edgy teams of
248-540-4895 audience access to CMT the country music world by expert fabricators. The
John.moran@mtvstaff.com Chrome Shop Mafia completely
content on demand and creating opportunities for overhauls the interiors and exteriors of
Among CMT’s shows are (clockwise from top left): “Trick My Truck”;
Rob McCall around the clock. our viewers to interact with “Foxworthy’s Big Night Out,” with guests such as Sara Evans; and well-deserving truckers’ rigs.
VP CMT Ad Sales the music and programming “CMT Crossroads,” pairing stars such as Bon Jovi and Sugarland.
Chicago What’s the No. 1
312-836-0694
In the last year alone, CMT they love. Our sponsors real- tainment news to wireless • “Trick My Truck” drives country music video
Rob.mccall@mtvstaff.com introduced the all-music ize that by partnering with customers on demand. traffic across all screens, this week? You’ll find
digital channel, CMT Pure CMT, they are associating • CMT touches music lovers including CMT.com and out on “CMT Top 20 Countdown,”
John Colucci a weekly show hosted by CMT’s
Director, Online Ad Sales
Country; the broadband site, themselves with the authori- across America with grass- CMT Loaded. In addition, Lance Smith. See all your old
212-846-6547 CMT Loaded, which boasts ty in country music and rely roots, in-person efforts, the hit series now lives on favorites— and discover new ones,
John.colucci@mtvstaff.com the largest country music on us to help them commu- including CMT on Tour, CMT Mobile and VOD. plus interviews and world video
premieres—every week on “CMT
Anthony Barton
video library online; CMT nicate their messaging to our featuring headliner Trace • CMT has cheerleaders Top 20 Countdown.”
VP, CMT Integrated Marketing Films, a full-service film stu- active and engaged audience. Adkins, and CMT Cross everywhere—on air, online
212-258-7932 dio; and CMT Games, mar- Country, a 53-foot interac- and on mobile. “Dallas Great music knows
Anthony.barton@cmt.com no boundaries.
rying the best of the gaming MAKING THE tive experience on wheels. Cowboys Cheerleaders: “CMT Crossroads”
world and country music. In CONNECTION: • CMT’s weekly series Making the Team” is the shows the far-reaching roots of
addition, the network con- • CMT develops program- “CMT Top 20 Count- highest-viewed content on country music by pairing country
artists with musicians from other
tinues to grow its audience ming for all screens, such as down” and “CMT Insider” CMT.com. CMT launched genres. Each episode will feature a
on CMT.com, America’s No. the made-for-broadband bring fans the latest in an innovative campaign different set of stars playing together,
1 country music Web site; series “MuzikMafia TV” music and country music allowing fans to create swapping stories and sharing their
common love of music. Past episodes
CMT Mobile; and VOD. and CMT Uncorked, which news, whether it’s on their own commercial, and have featured Kid Rock and Hank
At CMT, we don’t make pro- brings hot new country CMT.com, CMT Mobile, the winning spot will be Williams Jr., Elton John and Ryan
gramming for a screen; we music videos and enter- CMT Loaded or Urge. featured on CMT. o Adams, and Bon Jovi and Sugarland.

PRODUCT PLATFORM DESCRIPTION MARKETING OPPORTUNITIES

Linear channel CMT, America’s No. 1 country music network, car-
ries original programming, specials and live concerts
and events, as well as a mix of videos by established
country music artists and cutting-edge acts.
CMT’s linear service is the launching pad for all of the CMT branded-content platforms.
With tentpole events such as the fan-voted “CMT Music Awards,” the “100 Greatest”
countdown franchise or the new CMT Giants concert, CMT provides opportunities for
brand/product integration, custom sweepstakes and original co-produced short-form
programming.

Web site Country music’s biggest Web site, CMT.com hosts
news, music, exclusive album previews and more.
CMT.com has grown 34% in usage over the past
year, and users have been, on average, spending
25% more time on the site, per visit, since the
launch of Loaded, the new CMT.com broadband
offering.
CMT’s Web site isn’t just the No. 1 country music Web site, it’s also the definitive online
source for all things country and your opportunity to have an immediate dialogue with
the heartland. Maybelline discovered the power of the CMT online community through
the “Unsung Stories—Born With It” song promotion. Custom on-air elements sent view-
ers to CMT.com to share their life experiences. Thousands of CMT.com users interacted
with our Web site to submit a detailed essay about their life experience. One lucky win-
ner had her life set to music by a pair of top Nashville songwriters.

Broadband CMT Loaded is the largest broadband network
designed specifically for country music lovers, with
thousands of exclusive performances and inter-
views, hosted series, original productions, plus
music videos. In October, CMT Loaded launched a
new made-for-broadband series, “MuzikMafia TV,”
exclusive to Load and only found on CMT.com.
CMT’s broadband offering is your direct line to the high-tech heartland consumers.
AT&T used CMT Loaded and CMT’s Studio 330 Sessions to drive awareness of its AT&T
Blue Room broadband music site. Using custom creative elements on-air and online, cus-
tom sweepstakes and a first-ever content sharing model, AT&T has seen traffic (and
clicks) increase.

Digital channel The all-music channel in more than 16 million
households is designed to directly connect with the
core country audience. CMT Pure country delivers
the sounds and images of country music in its
essential form.
CMT Pure Country focuses on the music and offers sounds and images of country music
in its essential form, performed by the genre’s most authentic voices. The network is a
breeding ground for consumers to sample both new and established artists, enhancing
their country music experience, and your brand can now take advantage of this new
CMT content platform.

Nontraditional CMT offers an impressive array of nontraditional CMT can take your brand from the big screen through retail with CMT Films. For our
media and grassroots media, which can be custom-tailored first feature film, “Broken Bridges,” starring country superstar Toby Keith, Burt Reynolds
to advertisers’ needs. and Kelly Preston, CMT joined forces with Ford. The partnership incorporated through in-
film vehicle placement, custom on-air promotion supporting the theatrical release and
retail promotions for the movie’s home video release.

M16 NOVEMBER 6, 2006

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360
0
SPECIAL ADVERTISING SECTION OF ADVERTISING AGE
MEDIA GUIDE

AT A CNN SIZZLING
OPPORTUNITIES
GLANCE Well before digital media rose to prominence,
Jon Diament CNN had both the vision and the ability to
Senior VP-General Manager
CNN Sales & Marketing
deliver 360° consumer experiences and 360°
212-275-6000 marketing opportunities.
jon.diament@turner.com A global integrated media salute to
extraordinary acts by ordinary people,
Joe Dugan CNN’s newsgathering commitment to the highest culminating in an important new
Senior VP resources and presentation standards of journalism to awards show, a tribute to
CNN Digital Sales & Marketing outstanding unsung heroes. Special
innovations are at the heart the innovative use of tech- components: “Impact Your World,” a
212-275-6000
joe.dugan@turner.com of how consumers connect nology to connect people to CNN.com section that empowers the
in a 360° world. From the events as they unfold, CNN audience to have an impact on issues
Evan Messinger behind the stories; brand-specific
thousands of journalists has continually pushed back customized marketing extensions.
Senior VP
CNN Strategic Integration around the globe and the boundaries between the
CNN’s renowned
212-275-6000 individual and the world Dr. Sanjay Gupta
evan.messinger@turner.com
and given on-demand con- tackles a serious
sumers powerful 360° expe- public health issue,
CNN.com obesity in America,
riences. in a domestic
harnessing more and better idea-based marketing part- integrated media
While other media brands benefits of technology for nerships, the technology and initiative. Covering both the problem
and solutions is the hallmark of Fit
were continuing their linear our consumers and advertis- the vision to continue inno- Nation. Special component: 10-
businesses, CNN was already ers is unwavering. vating and enhancing the week, five-city tour involving
delivering 360° marketing 360° experience that is vital mayors, sponsors, schools, national
experts and celebrities with the goal
partnerships to our advertis- CNN has the content, the to today’s on-demand “now” of motivating Americans to work on
Anderson Cooper ers. Our commitment to consumer relationships, the consumers. o solutions.

PLATFORM PRODUCT DESCRIPTION TARGET AUDIENCE MARKETING OPPORTUNITIES

The most-watched cable CNN showcases its unique ability to cover stories through- CNN is the one TV news With original, wholly owned content on every known
news network: more out its TV schedule, every day, all day. Only CNN has the brand that understands digital platform and experts in TV, digital media and
than 61 million viewers unparalleled global newsgathering and reporting today’s “now” consumer. strategic integration, CNN, the powerhouse news
in a typical month resources, and the top-notch journalists, to take viewers The “now” consumer is brand, provides advertisers with idea-based, customized
live everywhere news is happening and rapidly give need- upscale, educated, tech- multiplatform sponsorships that connect their con-
ed context to developments. Fresh, immediate, essential, savvy and has made on- sumers to their brands in ways that resonate in today’s
real-time journalism at its very best is the hallmark of demand content a part of 360° world.
CNN's television programming. daily life.

Headline News is the Beyond real news, Headline News is news for real people. Well-informed consumers Advertisers benefit from opportunities to surround con-
news network that broad- Headline News is the news network where viewers get who stay involved with the sumers with customized multiplatform marketing part-
casts the full range of what they need to know throughout the day, essential news throughout the day nerships, to own sponsorable HLN features and, with
essential news and infor- news and information, and what they want to know in and then demand engaging the evolution of HLN’s signature prime-time program-
mation in concise, direct the evening, scintillating conversations and thought-pro- discussions of the issues, the ming, to enhance relationships with HLN’s prime-time
style morning, daytime voking discussions of the day's issues. Headline News stories, the personalities that personalities and programs.
and fringe, and devotes draws on the world-class newsgathering resources of matter most to them.
prime time to conversa- CNN to provide audiences with an unparalleled array of
tions about the issues. news and information.

Top-ranked Web site The CNN.com Web site is top-ranked in share of online Affluent, tech-savvy male and Uniquely positioned to offer advertisers special online
updated 24/7/365 news and has the No. 1 home page for news on the female news enthusiasts who opportunities as well as the ability to span all known
Internet. Consumers enjoy access to up-to-the-minute check in throughout the busi- digital platforms and TV, CNN.com offers customized,
news in 18 categories, including U.S., world, technology, ness day. These "now" con- idea-based TV-Web integrated sponsorships e-mail and
entertainment, health and travel, plus in-depth special sumers trust the CNN brand to newsletter sponsorships content and vertical sponsor-
reports in all categories. keep them connected to news ships roadblocks.
and events as they happen.

Comprehensive video CNN.com Video/Broadband enhances the consumer expe-
coverage delivering rience with exclusive video content produced expressly for
Video/ depth and breadth as the site and CNN TV content. More than on-demand,
Broadband only CNN can complete video coverage of the day's important news sto-
ries, CNN.com also offers depth and breadth of content
that is wide-ranging enough to include useful information
on entertainment and technology, a full complement of
fun, exciting, offbeat coverage of a multitude of news
stories and fiery opinions. The CNN.com video offering via
broadband is one of the richest and most diverse on the
Web.
Broadband-enabled con-
sumers who want to see the
news and newsmakers for
themselves. These consumers
demand the highest-quality
video content available and
will settle for nothing less
than superior production and
journalistic standards.
CNN.com Video/Broadband offers advertisers the opportu-
nity to harness the power of video ad creatives online and
on TV. Advertisers can use video ads in fully integrated
Web and TV campaigns and/or in customized, idea-based
advertising programs on the CNN digital and TV proper-
ties. Content and vertical video sponsorships provide
enhanced environments, ensuring video ads are contextu-
ally relevant to targeted consumers visiting the site. Video
ad roadblocks enable complete advertiser ownership of
the video player throughout a designated flighting period.
Varied rich media creative/ad placements available.

CNN.com optimized for CNN is the top-ranked wireless news provider delivering
mobile devices news to those on the go, who are the hardest to reach
audience. The CNN content is accessible through all the
major carriers as well as directly at m.cnn.com. Coverage
with more than 59 million users in the U.S.
“Now” consumers who
demand the power to know
what is happening in their
world immediately, wherever
they are.
CNNtoGo enables advertisers to extend TV-Web spon-
sorships to the wireless platform. Messages and ideas
surround “now” consumers in every setting where
these news enthusiasts seek information. As on the
CNN site, CNNtoGo offers content and vertical sponsor-
ships. Units appear as 83 X 24 sponsorship logo.

Exclusive and repurposed CNN produces podcasts that are distributed both on Young consumers who have Podcasts extend integrated TV-Web sponsorships to the
content produced for CNN.com and on iTunes. Podcast content is a mix of tradi- an evolving relationship with on-the-go platform. Messages and ideas accompany
the portable digital tional news content, though in a raw and unedited form, CNN as a multimedia brand consumers wherever they go and appear in content
device audience plus podcast-exclusive content. The offbeat newscast, that serves their individual they deem most personally relevant. Content and verti-
Video and “The Gryst,” is an exclusive CNN podcast program. Other needs. cal sponsorships are available.
Audio exclusive portable digital device programming includes a
Podcasts behind-the-scenes look at CNN and much more.

M18 NOVEMBER 6, 2006

Project11 10/18/06 5:17 PM Page 1

HERE NOW

The NOW consumer expects

the world, on-demand.
One news brand knows the
®© 2006. Cable News Network. A Time Warner Company. All Rights Reserved. NOW consumer. www.cnn.com/NOW
aa45m00.qxp 10/31/06 3:10 PM Page 20

360
0

MEDIA GUIDE

AT A COMCAST SPOTLIGHT SIZZLING

OPPORTUNITIES
GLANCE The days when television viewing was a passive experience are long gone. real estate listings or local
job openings, for example.
Viewers are in control, and those embracing more flexibility are fueling the
ON-AIR,
incredible growth of Comcast’s VOD service, On Demand, which recently Not only do advertisers get
ON-DEMAND,
ONLINE… surpassed 3 billion program views since 2004. In some Comcast markets, the sight, sound and motion
more than 75% of customers have used the service platform in the past 90 of television by advertising
Make it work for you. Visit
On Demand, but also VOD This program is dedicated to
ComcastSpotlight.com days. Comcast is revolutionizing TV for most of America. improving the putt, chip and drive
to learn how or call is one of the most accurately
of golfers across America. For
866-871-8601 measured media available. advertisers, it's a chance to tee off
One reason for the populari- Comcast’s Digital Cable cus- can range from two to 30 There are a number of ways with Comcast Spotlight and The
ty of On Demand is that for tomers can seek out on- minutes, giving time to that Comcast Spotlight can Golf Channel on-air, online and On
Demand.
Comcast’s Digital Cable cus- demand, 24 hours a day, engage consumers actively provide quantitative and
tomers, approximately 95% seven days a week. seeking out information qualitative data about how
of VOD content is available most relevant to them. customers are using VOD so
at no additional charge. And One new advertising medi- that advertisers can best take
in support of Comcast’s um offered by Comcast Advertisers also can place an advantage of cable's unique
commitment to offer free Spotlight is a “Showcase,” ad adjacent to pre-existing, capabilities.
VOD content, Comcast which gives advertisers a contextually relevant VOD
Spotlight, the advertising dedicated VOD channel that content. A “Sponsorship” is Comcast Spotlight also
sales division of Comcast can be populated with up to an effective way to create a offers advertisers the oppor- A year-round promotion with major
network partners to help con-
Cable, is offering an increas- 30 minutes of dynamic con- presence On Demand while tunity to extend their brands sumers on topics ranging from
ing array of advertising tent. An advertiser can use a being associated with popu- on the Internet with a pres- home improvement to purchasing
opportunities tied to this Showcase to educate viewers lar programming. It also has ence on Comcast.net, the a home and general home safety.
On-air and on-site sponsorship
platform. Innovative adver- about products and services a high probability of con- nation’s leading broadband elements.
tisers are already discovering or simply create greater necting advertisers with provider. Comcast is contin-
that it can connect them brand awareness and deepen their target audience. A vari- ually adding content and
with consumers unlike any relationships with existing ety of content is available for expanding the video experi-
other medium. customers and new sponsorship, including spe- ence on this top 20 portal,
prospects. Whatever the cial VOD programming and Spotlight is actively
For years, advertisers have objective, a Showcase gives from viewers’ favorite net- expanding cross-platform A year-round promotion with major
been using spot cable advertisers the time to have works and exclusive content advertising opportunities. network partners to help
because of its inherent abili- an in-depth conversation such as Dating On Demand, consumers maintain healthy lives.
On-air and on-site sponsorship
ty to help advertisers reach with a qualified audience Karaoke On Demand and Comcast Spotlight is dili- elements.
audiences most effectively who have opted in to view other programming with gently working with the
and efficiently. And now, their video. local appeal. country’s most forward-
with a presence in nearly 90 thinking advertisers, putting Be a
markets and approximately Another VOD advertising Because television remains the power of cable to use for Holiday
30 million owned and repre- opportunity offered by the most engaging medium them with on-air, on- Helper
sented subscribers, Comcast Comcast Spotlight is a for consumers to learn about demand and online market-
Spotlight’s dedicated sales “Feature.” It provides a products and services, ing solutions. Although the
teams are working with unique opportunity to reach Comcast Spotlight also offers media landscape is still
advertisers of all sizes to go On Demand consumers a Dynamic Publishing changing, one thing is cer- This pro-social campaign offers
beyond the 30-second spot seeking out information Platform, which allows tain—those who harness the advertisers the chance to be
and transform marketing under certain menu cate- advertisers to convert static power of these new opportu- affiliated with an array of nonprofit
organizations and leverage the
messages into compelling, gories, such as automotive ads into a video format, so nities today will be the cate- value of some of cable’s most
easily accessible content that or entertainment. A Feature Comcast customers can view gory leaders of tomorrow. o popular networks.

Comcast Spotlight is a registered trademark of Comcast Corporation.

www.fearnotvod.com
aka:comcastspotlight.com
(see vod samples at comcastspotlight.com)
M20 NOVEMBER 6, 2006
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PLATFORM PRODUCT DESCRIPTION
Spot Cable Linear programming Full sight and sound spots (:15s, :30s, :60s)
Television across inventory on 40-plus cable networks
Adtag and Adcopy Simultaneously send tailored ads alternating
copy or tags, useful for multicultural market-
ing or multilocation clients, such as auto
dealers
On Demand Sponsorship An exciting opportunity to place a brand
adjacent to pre-existing, contextually relevant
On Demand content
Showcase or Feature A location On Demand, in which advertisers
can highlight their products and services, pro-
vide detailed information and deepen rela-
tionships with prospects or engage customers
with up to 30 minutes of compelling content
Dynamic Publishing A new advertising tool that brings classfied
Platform (DPP) listings to life—letting advertisers convert
static print ads into video posted On Demand
Comcast.net The Fan Comcast.net’s revolutionary broadband video
player, recipient of the People’s Choice
Award, averages about 3 million video down-
loads per day
Finance Channel An easy-to-use interface provides users with
access to a robust set of personal finance
tools and a broad array of comprehensive
financial data
Interactive Banner ad Digital Cable subscribers can access more
Program Guides information on favorite TV shows, movies
and other entertainment venues—from the
comfort of their couches with a click of the
remote
Comcast Spotlight is a registered trademark of Comcast Corporation.
www.whatyourcompetitiondidlastsummer.com
(see vod samples at comcastspotlight.com)
NOVEMBER 6, 2006
SPECIAL ADVERTISING SECTION OF ADVERTISING AGE
TARGET AUDIENCE MARKETING OPPORTUNITIES
Connect with cable's ever-growing, loyal POP/online sweepstakes, promotions, cross-
audience across more than 90 U.S. markets channel program sponsorship, events and
more
Refined targeting of any conceivable demo- Zone-by-zone targeting
graphic to align with advertiser research
On Demand tops 3 billion views—the equiva- :15 or :30 pre- and post-roll spots, as well
lent of 10 programs watched by every person as On Demand sweepstakes integration
in the U.S. Connect with engaged consumers
in a range of target demographics (depend-
ing on content)
Connect with millions of On Demand cus- Up to 30 minutes of content, in multiple dis-
tomers opting in to view advertisers' informa- tinct assets
tion
Dynamic Publishing delivers millions of Digital DPP categories include automotive, real
Cable customers actively seeking out local estate, employment or retail opportunities
information for categories
Videos can be targeted to categories such as :15 or :30 video avails, as well as companion
news, sports, automotive, entertainment, banner ads
lifestyle and kids
Customers interested in monitoring the per- Various banner ads with audio and up to 15
formance of personal stock portfolios and seconds of animation
worldwide financial market activity
Comcast’s millions of Digital Cable sub- Full-footprint launch, January 2007
scribers interested in learning more about
recording, or requesting information about
their favorite entertainment programs
aka:comcastspotlight.com
M21
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360
0
SPECIAL ADVERTISING SECTION OF ADVERTISING AGE
MEDIA GUIDE

AT A DISNEY ABC UNLIMITED

GLANCE

“Our platforms

can deliver

100%
of any client’s

communication

needs.”
Bill Bund
Senior Vice President
Integrated Sales
212-456-7082
Disney ABC Unlimited
77 West 66th St.
New York, N.Y. 10023-6298
Bill.F.Bund@abc.com

© Disney
PLATFORM PRODUCT DESCRIPTION MARKETING OPPORTUNITIES TARGET AUDIENCE

Television ABC TV Network Wide variety of TV outlets; On-air advertising, product integrations, Disney / ABC Unlimited’s reach is
10 Owned stations broadcast network, TV stations, and additional custom promotional unparalleled. Marketing opportunities
19 Cable properties high-rated diverse sports, family opportunities; ability to target audiences can be customized to reach a specific
and women’s cable networks and cross-platform integration audience such as:

• Adults (various age skews)

Web Sites 34 sites reaching more than
46 million unique users
Digital Broadband video, podcasts,
Platforms webcasts, streaming radio,
wireless/mobile
Print Buena Vista, Hyperion and
ESPN Publishing
Diverse multimedia Web sites ranging from
top-ranked sports and family sites to news
and entertainment sites
Multiple digital platforms distributing both
original and repurposed content from
Disney ABC Unlimited brands
Experienced in book and magazine pub-
lishing consisting of titles such as Family Fun
and ESPN The Magazine and authors like
Mitch Albom (“Tuesdays With Morrie”)
Display advertising, behavior targeting, • Women
custom promotions / content development, • Men
cross-platform integration
• Kids
• Family
Video and audio commercials, display • Moms
advertising, cross-platform integration • Sports enthusiasts
• News/Opinion leaders
• Technology / Innovators
Display advertising, book tours, custom • Celebrity / Style / Pop culture
publishing, cross-platform integration

Radio ABC Radio Network Formats include: Sports, Urban On-air advertising, custom promotions,
Syndicated Programming Contemporary, News / Talk, Young Adult, sponsorships, cross-platform integration
72 Owned stations Kids and Hispanic

Additional Theme parks, cruise lines, Provides opportunity for grassroots and Live, in-person events, product display,
Properties film and recording studios, event marketing product trial, cross-platform integration
ESPNZones, ABC SuperSign

M22 NOVEMBER 6, 2006

Project3 10/18/06 12:31 PM Page 1

360 DEGREES OF OPPORTUNITY.

With just one phone call.
Emerging
Television Radio Online Technology Print
ABC Television Network ABC Radio Networks ABC.com Broadband Buena Vista Publishing
Daytime ABC Prime Reach ABCFamily.com ABC.com Disney Adventures
Late Night ABC Prime Access ABCNEWS.com ABC News Now FamilyFun
Kids ABC Information ABC Owned TV Websites ABC Owned TV Websites Disney Publishing
News ABC Information Weekend ABCRadio.com AETN Wondertime Magazine
Primetime ABC Young Adult ABCSports.com Disney Online Other Titles
Sports ABC FM Connection ACCTop40.com ESPN Broadband History Channel Magazine
ABC Owned TV Stations ABC Hot FM AETV.com ESPN 360 Bassmaster Magazine
10 Stations: New York, ABC Morning News Bassmaster.com ESPN Motion BassTimes
Los Angeles, Chicago, ABC Daytime Direction Biography.com E! The Vine Biography Magazine
Philadelphia, ABC News/Talk BlackAmericaWeb.com Lifetime ESPN The Magazine
San Francisco, Houston, Raleigh- ABC Advantage BobBrinker.com SOAPnet/SOAPNETIC Fishing Tackle Retailer
Durham, Fresno, Flint, Toledo ABC Urban Advantage BVEntertainment.go.com Buena Vista Television
ABC Music/24 Hour Formats Disney.com Hyperion Publishing
Digital Channels (D2) Interactive Television
Accuweather Channel (D3) ABC Hispanic Advantage DougBanks.com ESPN iTV
ABC Hispanic Midday Eonline.com Additional Properties
Buena Vista Syndication ESPN.com Podcasting
Live with Regis & Kelly ABC Radio Networks ABC SuperSign
ESPNDeportes.com ABC.com
Ebert & Roeper Specialty Divisions BV Home Entertainment
ESPNOutdoors.com ABCNews.com
Who Wants to be a Millionaire ESPN Radio Consumer Products
ESPNRadio.com ABC Radio Networks
ESPN Radio Deportes Disney Cruise Lines
Cable Properties FamilyFun.com ABC Owned TV Websites
Radio Disney Disney Interactive
A&E Geneology.com AETN
ABC Radio Networks Disney Live Family Entertainment
ABC Family Hannity.com Disney Online
Talk & Syndicated Programming ESPNZones
Biography Channel HistoryChannel.com ESPN PodCenter
Paul Harvey Hollywood Records
Disney Channel LifetimeTV.com E!
Sean Hannity Lyric Street Records
E! MichaelBaisden.com Video on Demand Miramax Films
ESPN ESPN2 Tom Joyner Miramax.com AETN
Michael Baisden Muppet Holding Company
ESPNews Movies.com Disney Channel Touchstone Entertainment
ESPN Classic Doug Banks OnFuegoRadio.com ESPN
Daddy Yankee On Fuego Walt Disney Pictures
ESPN Deportes Oscar.com E!/style. Networks Walt Disney Records
ESPN International Moneytalk w/Bob Brinker PaulHarvey.com Lifetime
The Satellite Sisters Walt Disney Theatricals
ESPN Plus SatelliteSisters.com Walt Disney Parks & Resorts
American Country Countdown Wireless
ESPN Today SOAPnet.com
w/Kix Brooks Disney Mobile
ESPNU stylenetwork.com
ESPN HD ESPN2 HD Flashback w/Bill St James Mobile Text/Video
The History Channel Decades w/Dick Bartley & ABC News, ABC ‘To Go’
The History Channel en Español Todd Pettengill Local Mobile, AETN,
Military History Channel Hispanic Morning Drive ESPN, Lifetime,
History International Owned Radio Stations Buena Vista Television
Lifetime Television 72 Stations
Lifetime Movie Network
SOAPnet
style.
Toon Disney
© Disney
tabdoc.qxp 10/31/06 3:50 PM Page 1

*-'
'
SPECIAL ADVERTISING SECTION OF ADVERTISING AGE

D<;@8 >L@;<

MEDIA
OPPORTUNITIES
MAGAZINES
With over 15 magazines and
more than 200 Special Interest
Publications, we reach over
75 million women.
INTERACTIVE MEDIA
With 10 branded Web sites,
9 million unique users rely on our
interactive content every month.
BOOKS
With over 450 titles focusing on
food, home and family, we tap
into consumers’ passions.
BROADCAST
More than 10 million households
tune in to our 14 TV stations
every day.
VIDEO SOLUTIONS
Drawing on our editorial expertise
and rich library, we turn product
messages and content into
entertainment.
MEREDITH 360º
Leading brands turn to Meredith 360° when
challenged to inspire, engage and influence women.
As the leading media and
marketing company serving
75 million women with
information about what
matters most to them–home,
family and personal
development–Meredith Corp.
has constantly pursued new
innovations to connect
marketers with women
decision makers.
Earlier this year, the company
launched Meredith 360°, a
new strategic marketing unit
that leverages the full array of
Meredith assets including its
15 women’s magazines,
14 local broadcast stations,
10 branded Web sites that
reach nearly 9 million
unique users monthly, 40
branded events across the
country, custom publishing,
video solutions and more.
“In just a few short months,
Meredith 360° has already
developed and executed
innovative, custom
experiences for leading
packaged goods, retail,
pharmaceutical and
automotive clients across
all media vehicles and
marketing disciplines,” said
Jack Bamberger, senior vice
president at Meredith.
He added, “We’ve been able
to partner with leading
companies to create fully
integrated solutions that not
only build brand awareness
and engage consumers, but
move them from loyalists to
brand advocates.”
“What makes Meredith
unique from other media
and publishing companies
is that we have a wide range
of marketing capabilities in-
house with the infrastructure
and experience to deliver
results,” said Nancy Weber,
chief marketing officer.
Ms. Weber has hired
category-marketing experts
from a wide range of
industries who understand
specific opportunities and
challenges for cross-platform
programs.
“We help brands harness
the combined power of
content, insight and access
to the nation’s largest
audience of women,”
said Ms. Weber.
To learn more about
how Meredith 360° is
changing the dialogue for
marketers with women,
contact Jack Bamberger
at 212-455-1482. o
MARKETING
SERVICES
INTEGRATED MARKETING
Drawing on our consumer insights,
editorial expertise and distribution
resources, we develop award-
winning communications programs
that build enduring bonds.
RETAIL MARKETING
Through strategic alliances
and clever programming, we
extend your message to the
point-of-purchase.
EVENTS
With more than 40 existing
events, we provide marketers the
opportunity for consumers to
experience their brand first hand.
TARGET MARKETING
Pinpoint your prospects. With
more then 85 million unduplicated
consumers, our database connects
you with top prospects.
RESEARCH
Our in-house experts design and
execute custom research solutions
that help clients understand and
predict consumer behavior and
identify marketing opportunities.

M24 NOVEMBER 6, 2006

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360
0
SPECIAL ADVERTISING SECTION OF ADVERTISING AGE
MEDIA GUIDE

CONTACTS MTV
MTV AD SALES
Sean Moran
MULTI-PLATFORM MEANS check this out
• We partnered with Cingular, Pepsi and Secret on Virtual
360 0

NOTHING... UNLESS YOU HAVE

EVP, MTV 360 Brand Sales
212-846-8149
sean.moran@mtvstaff.com
GREAT CONTENT TO SHARE WITH
Laguna Beach and paved the way for the first ever virtual
world rooted in a television franchise.
in effect

Dan Lovinger
YOUR VIEWERS EVERY DAY. • We helped JCPenney connect with younger consumers.
We extended their brand mantra (“it’s all inside”) to a whole
SVP, MTV 360 Brand Sales Today we offer more great MTV programming
212-846-5831 new level by seamlessly linking their on-air advertising with
dan.lovinger@mtvstaff.com on more screens than ever. So now, let us share the Video Music Awards. Viewers got an all-access pass “inside”
some proven tips to thriving in a brave new to music’s hottest night of the year.
Jean Medd
VP, MTV/MTV2/mtvU multiplatform world. • We worked with Mountain Dew to extend their existing
Ad Sales, Chicago syndicated college radio band search program. MTV2 (already
312-836-0740 problem solved Television. Internet. Wireless.
jean.medd@mtvstaff.com known for showcasing emerging music) expanded the Dew
Video on Demand. It’s a challenging new world, but some
Circuit Breakout: on-air, online and off-channel. The show
John Moran things never change: you still need to connect with your FIRST EVER virtual
VP, MTV/MTV2/mtvU is now TV’s longest-running branded entertainment program, world that’s rooted in
audience in a way that's powerful, credible and memorable.
Ad Sales, Detroit having helped launch the careers of Taking Back Sunday, a television franchise
248-540-4895 And because we invest so heavily in research and frequent
Yellowcard, and more.
john.moran@mtvstaff.com focus groups, we’re able to translate that understanding into a
• Nike and MTV combined forces to ensure that the Nike
crucial benefit to our advertisers like no one else.
Gina Sheldon football campaign had maximum impact among teen males
VP, MTV/ MTV2/mtvU
through the MTV series “Two-A-Days”, which would offer
Ad Sales, LA let’s get engaged The lines between advertising and
310-752-8021 them a natural showcase for their products AND advertising
entertainment are getting blurrier by the minute, but it doesn’t
gina.sheldon@mtvstaff.com opportunities beyond linear programming. By becoming
matter how much new technology, talent, and forward thinking
Rob Brett exclusive sponsors of pre-season programming available only
you put into a marketing plan, if it doesn't engage consumers.
Director, MTV Eastern Region on MTV’s Overdrive and the prequels running on MTV and
Digital Ad Sales We’re experts at thinking of innovative ways to integrate
MTV2 linear, Nike extended their brand presence even further.
212-846-8668 creative ideas into the power of our brand and your brand
rob.brett@mtvstaff.com It became the ultimate, seamless 360 promotion.
into our programming.
Tim Carroll
Director, MTV Midwest Region
Digital Ad Sales
312-836-0692 WITH OUR PARTNERS, WE’RE DEVELOPING NEXT LEVEL CREATIVE
tim.carroll@mtvstaff.com
SOLUTIONS THAT ARE THE FUTURE OF INTEGRATED MARKETING.
Alex Brough
Director, MTV Western Region OUR CONTENT IS UNBEATABLE, THE AUDIENCE IS PASSIONATE, AND WE’RE READY
Digital Ad Sales TO CREATE CUSTOMIZED CREATIVE SOLUTIONS FOR YOU.
310-752-8525
alex.brough@mtvstaff.com

crank yankers
ready. set. go! Jimmy Kimmel, Lil Jon, Good Charlotte,
M

Sarah Silverman and Dane Cook are among

let us talk to you about customized solutions on these new shows and more...
dance life
All eyes are on Jennifer Lopez as she shares her signa-
ture dance moves. Sponsors interested in connecting
the celebrities who provide voice-over talent
to the all new episodes of “Crank Yankers”. The hilarious
MTV2 series, in which puppets make crank calls, will run on
multiple platforms, including short form versions specially
created for Overdrive, VOD, and broadband. M
o

with her bilingual fan base can reach their target with
road rules 360
customized segments created especially for MTV Tr3s, MTV’s new The competition is thick, and with a click it gets
Spanish/English channel. Original episodes of the show will appear on thicker: For the first time ever MTV’s viewers are
MTV, MTV Tr3s, and online. With an aftershow on mtv.com, and a in charge. The series will be shot the same
“move of the week,” on all three platforms, sponsorship opportunities week it airs giving viewers the opportunity to have a major
are just as sizzling. M impact on the direction and a chance to interact with cast
members as the season progresses through MTV.com, MT V’S
Overdrive and MTV Mobile. M TWO-A-DAYS
the real world denver
THE FIRST EVER
“The Real World” has always been about bringing view- menudo “INTROMERCIAL”
ers into the private lives of a household of strangers.
What is it like to be part of Menudo in 2006? A new
The new series takes you deeper into that world than
series featuring auditions and casting specials,
ever before, with new, original content for linear, Overdrive, VOD and
trailers, an aftershow, trivia games, text message
Mobile. Additional programming includes sneak peeks, a casting
contests, a stunt launch and finale, the history of Menudo is
special, post-show interviews, cast Web cams and playlists, video
everywhere: on MTV Tr3s, MTV, MTV.com, mobile, and VOD. M
tours of the house and local Denver hot spots, interviews with locals
who’ve met cast members, and end of season specials. M

MT V2’S
DEW CIRCUIT
BREAKOUT
©2006 Viacom International Inc. All rights reserved.

M26 NOVEMBER 6, 2006

Project1 10/26/06 5:56 PM Page 1

LET’S SHAKE UP BUSINESS AS USUAL. TOGETHER.

© 2006 MTV NETWORKS. ALL RIGHTS RESERVED.
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360
0
SPECIAL ADVERTISING SECTION OF ADVERTISING AGE
MEDIA GUIDE

AT A THE N SIZZLING
OPPORTUNITIES
GLANCE The N delivers teens everywhere they are.
The N is available in more
TV
Nelson Boyce
As a member of the MTV The N’s audience is our net- than 52 million households
National Sales Director Networks family, The N has work. We understand who via cable, digital cable and
The N emerged as one of the top they are and deliver unique satellite television and our An interactive, fashion community-
212-846-8596 based competition that spans TV,
nelson.boyce@the-n.com
teen entertainment networks experiences and ways for original hit series— broadband and wireless.
and lifestyle brands. Our them to interact with our “Degrassi: The Next
ONLINE/DIGITAL
The Best Years
mission is to be the authen- content. We provide teens Generation,” “South of
Dianne Noriega
National Sales Manager tic voice of teens and help with a taste of our brand Nowhere,” “Instant Star,” The site averages close to 1.8
New original series from the head
The-N.com them figure out their lives and ownership of our net- “Beyond the Break”—con- million* unique visitors per writer of “Degrassi” that highlights
212-846-3819 with relevant, topical pro- work through on-air, online, nect with teens. month and almost the same the college experience.
dianne.noriega@the-n.com
gramming on-air and online mobile, VOD and live number of registered users.
INTEGRATED & at www.the-n.com. events. The-N.com is an interactive, And not only do they come
CUSTOM PROGRAMS
Andrea Fasulo
community site where teens to the site, they stay, with an
Senior Director, Promotions hang out with their friends average time spent 23* min-
Marketing and get the latest and great- utes per visitor.
The N & The-N.com
212-654-6478
est info on their favorite The-N.com’s broadband portable
player that features Web-exclusive
andrea.fasulo@the-n.com shows, movies, music and For partners looking to tar-
content, full episodes, cast
celebs. Constantly on the get and reach teens, The N interviews, music performances and
cutting edge of teen trends, can offer you the ability to sneak peeks.
earlier this year, we launched reach this highly desirable
our groundbreaking Video demo with custom-tailored,
Mixer; our new broadband unique marketing and pro-
player, The Click; and intro- motional programs that
duced extended elements of span multiple platforms and
social networking to the site. are sure to grab the atten-
In 2007, we’ll introduce new tion of teens everywhere. o
features and programs that
* Source: Omniture SiteCatalyst, July,
2006 Your Ultimate “Degrassi” Party, Hard Rock Café, Times Square,
will continue to build on the August, September ’06 monthly aver-
New York site’s capabilities. age

PLATFORM PRODUCT DESCRIPTION TARGET AUDIENCE MARKETING OPPORTUNITIES

TV The N The N is a general entertainment network with a promise to Teens Custom integrated programs, on-air sponsor-
be the authentic voice of teens that reaches them on TV, ships, branded content, sweepstakes and conver-
online and beyond. The network is distributed in 52 million gent programs
homes via digital cable and satellite.

Web Site The-N.com The-N.com is the interactive and community site where teens Teens Sponsorships, convergent and custom programs,
hang out with their friends and get the latest and greatest banners, rectangles and rich media
info on their favorite shows, movies, music and celebs.

Broadband The Click The-N.com’s broadband portable player that features Web- Teens Video preroll, webisode sponsorship and integra-
exclusive content, full episodes, cast interviews, music per- tion, and custom programs
formances and sneak-peeks.

Podcasting The N’sider The-N.com’s weekly podcasts dish on everything from the lat- Teens Opportunity for audio ads in the N’sider podcast,
est bands on the music scene, to celeb gossip to the N’Sider as well as custom podcast programs
information on The N’s big Friday night premieres.

Mobile The N on Mobile The-N.com’s Mobile Storefront offers content such as ring- Teens Sweepstakes entry, texting/voting programs, ring-
tones, wallpaper and games based on The N’s favorite shows. tones, custom mobile storefront and promotional
In addition, The N has a dedicated video channel on Sprint text blasts
wireless phones.

VOD The N on VOD The N on VOD is available in about 10 million homes and Teens Billboard sponsorship within monthly VOD
allows teens to access The N at their fingertips—to catch up packages
on their favorite shows or see exclusive content such as cast
interviews, set tours or behind-the-scenes footage.

Integrated Custom promotional Custom-tailored promotional, marketing and content pro- Teens Custom programs that stretch across platforms,
Programs and content programs grams that stretch across TV, online, off-channel and other including content integration
platforms.

Events and Custom N events, par- Consumers events, parties and street teams that reach teens in Teens Sponsorship, sampling, signage, interactive
On-Ground ties and street teams their leisure and school time—all while delivering The N’s and experiences
Marketing our partners’ marketing messages.

M28 NOVEMBER 6, 2006

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360
0
SPECIAL ADVERTISING SECTION OF ADVERTISING AGE
MEDIA GUIDE

AT A NBC UNIVERSAL SIZZLING

GLANCE
2 broadcast networks, 13 cable
channels, more than 25 Web sites
Keith Turner
President, Sales and Marketing
NBCU Television Networks
keith.turner@nbcuni.com
Marianne Gambelli
EVP, Sales and Marketing
marianne.gambelli@nbcuni.com
James Hoffman
SVP, Network Entertainment Sales
james.hoffman@nbcuni.com
Shari Post
VP, NBC Late Night, NBC Daytime
and Bravo Sales
shari.post@nbcuni.com
John Kelly
SVP, NBC News Networks
john.kelly@nbcuni.com
Mark Miller
SVP, USA Network, Sci Fi Channel
Sales
mark.miller@nbcuni.com
Seth Winter
SVP, Sports and Olympic Sales
seth.winter@nbc.com
Tom Paredes
VP, Sports and Olympic Sales
tom.paredes@nbcuni.com
Steve Mandala
SVP, Telemundo Network Sales
steve.mandala@nbcuni.com
Peter Naylor
SVP. Digital Media Sales
peter.naylor@nbcuni.com
NBCU sales and marketing is well-positioned to
serve clients in the rapidly changing media land-
scape.
New platforms, new metrics
and new accountability
require a new approach to the
marketplace, and NBCU is
working with clients develop-
ing the best solutions for
brands and products.
Beginning with the 2006
upfront, NBCU introduced
the TV360 programming
strategy, designed to engage
consumers with original
content on multiple plat-
forms and provide advertis-
ers with deeper integration
opportunities.
The NBCU sales team is
well-versed at working with
clients to develop these mul-
tiplatform opportunities.
NBCU recognizes that suc-
cessful campaigns are ones
that work for both the client
and the media company, and
most important, the view-
er/user. These campaigns
need to be organic to the
programming concept, rele-
vant and timely.
OPPORTUNITIES
Sci Fi gives
advertisers
full access to what critics hail as
“one of the best shows on
television” with a 360° opportunity
that includes on-air, online, VOD,
The core programming con- DVD and print.
tent of each NBCU network
New look, new
and cable channel has been communities,
extended online with original more
opportunities to reach women who
“webisodes,” behind-the- are dynamic, smart and excited
scenes videos and blogs, Flash about the possibilities of life.
games and full-episode
streaming, as well as other
interactive features. CASE STUDIES *
NBCU wireless offerings
have been expanded to Consumers interacted with
include wireless Web, video, advertiser’s brand through
sponsorship of NBC.com play-at-
ringtones, wallpaper and home game, exclusive mobile
games, in addition to live model video bios, SMS alerts and
text polling and voting. multiple in-show integrations.
Video-on-demand has Advertiser
engaged
extended promotion and
consumers
advertiser reach into a medi- through in-
um allowing consumers show
integration,
more control over when and
nominated artists’ ringtones, and
what they watch, in a pre- featured-artist segments through-
qualified ad environment. out Telemundo, Mun2 and
YahooTelemundo.com
And finally, with the addi-
programming.
tion of broadband sites such
iVillage.com and dotcome- Advertiser
received
dy.com, NBCU is able to give sponsorship
advertisers greater exposure of mobile SMS and MMS cam-
in some of the fastest grow- paigns, iTV voting, customized
Bravotv.com features and in-show
ing consumer segments integration connecting consumers to
online. o the brand across multiple platforms.

PLATFORM PRODUCT DESCRIPTION MARKETING OPPORTUNITIES

On-Air NBC, Telemundo, MSNBC, CNBC, Bravo, Sci Fi, Entertainment, news and sports programming across Branded entertainment and customized solutions with
USA Network, Sleuth, Universal HD, two broadcast networks and 13 cable channels. in-show product placement, off-channel promotions,
Weatherplus, Mun2, Telemundo Puerto Rico, billboards, logo features and customized segments
CNBC World

TV Web Sites NBC.com, YahooTelemundo.com, MSNBC.com, Deep interactive online content such as deleted scenes, Customized sponsorships with branded integration on
CNBC.com, BravoTV.com, SciFi.com, webisodes, games, blogs from show characters and exec- show sites, including sponsor logo, display ads, preroll
USANetwork.com, SleuthChannel.com, utive producers and mash-ups from most NBCU shows. and rich media ads
UniversalHD.com, Weatherplus.com,
HolaMun2.com AccessHollywood.com,
MeganMullally.com, NBCSports.com

Broadband iVillage.com, Gurl.com, Astrology.com,
Healthology.com, GardenWeb.com,
HealthCentersOnline.com, NBCFirstLook.com,
DotComedy.com, Trio.com,
BrilliantButCancelled.com, Outzonetv.com
User-generated video, blogs, message boards, photo Customized sponsorships with feature/site ownership
galleries, RSS feeds and podcasts on NBCU original through logo and product integration, display ads,
broadband community building Web sites. preroll and rich media ads

VOD NBC, Bravo, USA Network, Sci Fi Channel Full episodes, available after network airing Commercial units and sponsorship (lengths vary)

iTV Various shows from across NBC, Bravo, USA Remote-controlled iTV applications for voting, polling and Sponsorship, ads (varying lengths) and brochures
Network, Sci Fi Channel brochuring

Mobile NBC Mobile Wireless video, ringtones, games and wallpaper from NBC Logo and commercial integration into programming
News, NBC Late Night, “Access Hollywood,” Bravo origi- (commercial lengths vary)
nals and NBC Primetime programming

Contact your NBCU account executive for more information on case studies or visit www.nbcumarketplace.com.

M30 NOVEMBER 6, 2006

Project2 10/30/06 11:13 AM Page 1

Creating a unique experience

for every touchpoint.

television internet broadband wireless vod itv

At NBCU, we're taking the lead in developing and distributing content

that establishes new, distinct destinations for consumers across
all platforms.
It’s content born from a legacy of acclaimed storytelling and a full
embrace of new technologies. When you look across the new media landscape,
Content that creates unique and exciting opportunities for advertisers. we want you to see NBCU at the horizon.

nbcumarketplace.com
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AT A NICKELODEON
GLANCE
NICKELODEON AND Nickelodeon leads the industry in delivering a 360°
MTVN KIDS AND FAMILY
GROUP
entertainment experience for kids and parents,
Jim Perry connecting them to their favorite shows and
Executive VP, 360° Brand Sales
212-258-8144 original content through countless media platforms.
James.Perry@nick.com

TELEVISION GROUP
Jim Tricarico Nick is the most-watched
Senior VP, National Television Sales television network by kids
212-258-6853
Jim.Tricarico@nick.com in the U.S., and has been
basic cable’s No. 1 network
ONLINE GROUP
overall for the past 46 con-
Justin Nesci
VP, National Online Sales secutive quarters (in total
212-846-8124 programming day). The net-
Justin.Nesci@nick.com
work’s “kids first” philoso-
MAGAZINE GROUP phy continues to be a key
Noreen Rafferty factor in its business successes. SpongeBob SquarePants
VP, National Magazine Sales
212-258-8864
Noreen.Rafferty@nick.com Nick also has built a busi- now includes TV, online, simplified by Nick’s seamless
ness that speaks directly to broadband video, maga- one-stop sales environment.
parents by recognizing the zines, video-on-demand,
most important things in mobile, recreation, con- For 27 years, Nick’s break-
their lives—their kids. sumer products and fea- through programming,
ture films. For advertisers, innovative content and
Nick is the most widely making the connection to unparalleled reach have
distributed kids network kids and parents over mul- made it home base for
worldwide. Its global reach tiple platforms has been kids—and their parents. o ’

PLATFORM PRODUCT DESCRIPTION TARGET AUDIENCE MARKETING OPPORTUNITIES

TV Nickelodeon • No. 1 TV network for kids and tweens, No. 1 basic cable channel over- Kids 2-14 and their parents Sponsorship, integrated programs,
all for past 46 consecutive quarters (in total day) convergent campaigns, interstitials,
Nick Jr. • Popular characters and all-new shows continue to lead the pack in all custom vignettes
of commercial preschool TV
Noggin • Commercial-free educational preschool network

Nicktoons Network • The animation capital of the world, now in 41 million homes

Online Nick.com • A leading kids Web site with original gaming and content, Kids 2-14 and their parents Sponsorship, rich media, advergaming,
customization and community custom programs
NickJr.com • No. 1 site for parents of young kids offering invaluable ideas, advice,
resources and do-together activities with preschoolers
ParentsConnect.com • A new online community where parents can quickly find and easily
share advice, ideas and opinions
GoCityKids.com • The ultimate parents online city guide for family-friendly activities
and events
Neopets.com • The world’s largest and fastest-growing youth community, boasting
30 million global members in 11 languages

Broadband TurboNick • Broadband players programmed with unparalleled interactive capabili- Kids 2-14 and their parents Video advertising, preroll, custom
Video Nick Jr. Video ties featuring Nick and Nick Jr. content vignettes

Nick Jr. Parents TV • Broadband player programmed expressly for parents with user-friendly
resources and relevant content

Magazines Nick Magazine • The No. 1 humor and entertainment magazine for kids and tweens Kids 6-14 Advertorials, sponsorship, sweepstakes,
custom programs, custom publishing,
Nick Jr. Family Magazine • The magazine’s engaging features and educational ideas help parents Parents with kids under 12 sampling, retail extensions
connect with their kids in new and innovative ways

Video On Nick Jr. • The best of Nick’s video vault—new franchises, premieres and spe- Kids 2-14 Billboards, short- and long-form content
Nicktoons cials—are on whenever kids want it
Demand TEENick

Mobile Nick Mobile • Beloved Nick content—videos, ringtones, games, wallpaper and Parents of kids 6-12 Coming 2007: WAP sponsorships, banner
more—downloaded directly to cell phones advertising for text messaging, interstitials
Neopets Mobile • The first web-to-wireless virtual community Parents of kids 6-12 and on carriers’ Nick Video channels
teens

Recreation Nick Hotel, Live Tours • Adventure calls to kids and their parents with new ways to experience Kids 2-14 and their parents Sponsorship, on-site exposure, sampling
and Theme Parks the Nickelodeon brand live and hands-on sweepstakes, retailer tie-ins

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AT A THE READER’S DIGEST ASSOCIATION

GLANCE Fully engage consumers in every marketing channel
READER’S DIGEST through the PowerHouses of Reader’s Digest—RDA’s
Ben Madden
Publisher food, health, and home and garden products and services.
212-850-7291

SELECCIONES If you think the Reader’s Digest home cooks, strengthens what is
Elizabeth Bradley Association is just the flagship already the largest food franchise
Publisher magazine, think again. RDA is a of any publisher. Taste of Home
212-850-7212
full-scale media company that anchors RDA’s food assets with the
EVERY DAY WITH delivers what consumers want world’s highest-circulation food
RACHAEL RAY
Christine Guilfoyle
most in channels they choose magazine plus Taste of Home
Publisher every day. Integrated solutions for Cooking School shows that attract
212-850-7123 advertisers begin with RDA maga- 300,000 consumers each year.
TASTE OF HOME zines and encompass every
MEDIA GROUP medium. The cornerstone of RDA’s Home
J.P. Perkins
and Garden Group is The Family
VP-advertising director
312-540-4816 With a rate base of 10 million, and Handyman, America’s best do-it-
38 million readers, Reader’s Digest yourself magazine. And RDA has
HOME AND
GARDEN GROUP magazine has the word-of-mouth been a leader in the Hispanic mar-
Rick Straface power to push trends, products ket since 1971 with its Spanish-
Publisher, The Family Handyman and ideas into the mass market- language publication, Selecciones.
and American Woodworker
212-850-7114 place. Every Day with Rachael Ray
is the fastest-launching food mag- RDA magazines are the front door
ALLRECIPES.COM
azine in history, and the recent to connecting with consumers
Carl Trautmann
Senior VP-advertising sales addition of Allrecipes.com, with through print, online, direct mail,
203-662-1227 its rabid fan base of 15 million TV, radio, events and at retailers. o

PLATFORM PRODUCT DESCRIPTION MARKETING OPPORTUNITIES

Print 77 magazines world- Reader’s Digest: 38 million readers, 10 million rate base ROB advertising, inserts, advertorials, cards,
wide with a total circu- Every Day with Rachael Ray: 6.7 million audience, 1.3 million rate base gatefolds, newsstand specials and custom
lation of 36 million and Selecciones: 3 million readers, 375,000 rate base publishing such as The Family Handyman
reaching more than Taste of Home: 17.7 million audience, 3.5 million distribution New Homeowner Special Edition
100 million readers The Family Handyman: 4.4 million audience, 1.125 million rate base

Digital Combined reach of rd.com: redesigned site plus the digital edition of Reader’s Digest Customized microsites and integrated advertor-
9 million monthly rachaelraymag.com, shoprachaelray.com and rachaelray.com ial, podcast segments and commercials, stream-
unique visitors usa.selecciones.com ing video, rich media, community features,
tasteofhome.com: America’s Recipe Box online embedded keyword, feature and ingredient
thefamilyhandyman.com sponsorships, co-branded contests and sweep-
Allrecipes.com: 7 million unique visitors, 75 million page views per month stakes, consumer panels, mobile

Retail Integrated programs Reader’s Digest: In-store programs at Wal-Mart, Kroger and Rite Aid Polybag promotions, in-store exposure,
through partnerships Every Day with Rachael Ray: Custom opportunities at specialty retailers gift-with-purchase promotions, sweepstakes,
with major retailers Selecciones: Annual advertising sections with targeted retail promotions advertising in newsstand publications
Taste of Home: Newsstand publications in Wal-Mart, Kmart and grocery stores; tie-ins with
Taste of Home Cooking Schools
The Family Handyman: Special programs and “bookazines” sold in all major supermarket
chains, Wal-Mart, Target and home & garden centers
Allrecipes.com: Special publications and “bookazines” sold in major supermarket chains,
Wal-Mart, Target and cooking retailers

TV/Radio Movies, TV specials, TV
series and radio tie-ins
Reader’s Digest: Partnerships with Lifetime, Discovery Channel and Fox Home Entertainment, TV advertising, DVD package ride-alongs,
Healthy Living TV in-book tune-in ads and product placement,
Taste of Home: Radio tie-ins with Taste of Home Cooking Schools integrated programs on syndicated radio
The Family Handyman: Custom programs with The Family Handyman, American
Woodworker and syndicated Carey Brothers’ “On the House” radio show

Database/ Targeted marketing Reader’s Digest: Database of 65 million names in the U.S. and 100 million worldwide Mass-reach-targeted direct-mail promotions,
Direct Mail opportunities to reach Every Day with Rachael Ray: Integrated database of e-commerce customers, readers and fans in-magazine sections and custom publishing
consumers based on Selecciones: Database of 500,000 U.S. Hispanics
demographic, psycho- Taste of Home: Ride-along opportunities with Taste of Home books
graphic, geographic The Family Handyman: 4.3 million DIY-affinity database
and health criteria Allrecipes.com: Ride-along opportunities with Allrecipes.com cookbooks

Experiential High-profile opportuni- Reader’s Digest: The Reader’s Digest National Word Power Challenge Product demonstration and integration,
Marketing ties to interact directly Every Day with Rachael Ray: Sponsor of James Beard Foundation’s Taste America event sampling, on-site signage, pre-event promotion
with consumers series, regional food and wine events and retail promotional tie-ins
Selecciones: Generación Latina—Hispanic Teens Who Will Change the World, grassroots events
in Hispanic markets
Taste of Home: 300 Taste of Home Cooking Schools, Taste of Home Entertaining
Allrecipes.com: National Recipe Contest

Books/Music Largest direct-response Reader’s Digest: More than 5.6 million books and music products sold annually, including Sampling via ride-alongs, gift-with-purchase
music and bookseller in cookbooks, gardening, health and children’s books promotions
the U.S. Every Day with Rachael Ray: Tie-ins with Epic Records, cookbook publishers and
shoprachaelray.com
Selecciones: Spanish-language books and CDs
Taste of Home: Taste of Home cookbooks
The Family Handyman: The Family Handyman and American Woodworker DIY books
Allrecipes.com: Allrecipes.com cookbooks

Sources: Reader’s Digest and The Family Handyman: MRI Spring 2006, June 2006 ABC Statement; Every Day with Rachael Ray: MRI Spring 2006, Publisher Defined Prototype, Reader’s Digest Circulation Department; Selecciones: MRI Doublebase 2006, Publisher Defined Prototype, June 2006 ABC
Statement; Taste of Home: MRI Spring 2006, Publisher Defined Prototype, Reiman Circulation Department; Digital: Omniture SiteCatalyst 2006; Allrecipes.com: Allrecipes.com Internal Logs (HBX)

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AT A RODALE MARKETING SIZZLING

OPPORTUNITIES
GLANCE
RODALE MARKETING
SOLUTIONS
SOLUTIONS The primary point of access to the impactful
Michelle Harmon-Madsen
media and marketing resources of Rodale Inc., Jeep Geocaching
Executive Director
In its third year, the Jeep
212-573-0268 the leading publisher of information on healthy, Geocaching program has
michelle.harmon@rodale.com A new magazine from Rodale
active lifestyles for more than 60 years. been a mainstay in Jeep’s
Custom Publishing, You24 com-
SALES DIRECTORS promotional efforts to sup-
bines the brand power and exper-
Tom Chisholm port new vehicle launches tise of 24 Hour Fitness, the health
Detroit Rodale Marketing Solutions marketing experts develops and reinforce the brand as club leader, and Rodale. Just as 24
248-637-1353 puts creativity and imagina- partnerships that are driven the forefront of authenticity Hour Fitness health clubs empower
tom.chisholm@rodale.com among adventure-seeking
tion to work, leveraging a by the need for Rodale’s con- their members to integrate fitness
consumers. Developed by into their lives, You24 is the center
Randy Holloway family of assets and the tent expertise and market
Rodale Marketing Solutions, of a powerful marketing universe—
Chicago unique ability to connect authority. Multiplied in including print, direct marketing, in-
312-696-4103 the program has gained a
with millions of passionate, print, online, at live events loyal following and provided club, place-based messaging and an
randy.holloway@rodale.com online affinity program.
healthy, active consumers to and through cross-platform for millions of contest and Print promotion across Rodale
Debra Sanders produce integrated market- media, their strategic pro- sweepstakes entries. titles announces the launch of
New York the challenge. Consumers may
ing programs. grams go beyond a great first follow Jeep travel bugs, partic-
212-808-1644
debra.sanders@rodale.com impression. They deliver tar- ipate in a photo contest and
enter a sweepstakes at
Working hand in hand with geted solutions that surpass jeep.geocaching.com.
George Sansoucy
clients, this team of sales and their partners’ objectives. o
New York
212-297-1522
george.sansoucy@rodale.com Lipton Live Well Challenge
Rodale Marketing Solutions’ partnership with Unilever’s Lipton Tea
invited consumers to take the Lipton
Live Well Challenge. As presenting
sponsor of Bicycling’s USA 2006,
Lipton promoted the healthy benefits
of drinking three teas a day and get-
ting active to promote a healthy Launched in October 2005,
lifestyle. Women’s Health made an immedi-
ate and powerful impact on the
Lipton’s Live Well Challenge was pro- market. The magazine’s voice is
moted via magazines, newspapers, clearly resonating with readers and
online, events, sampling and direct advertisers alike. With unprecedent-
mail promotions. ed speed, consumer demand
pushed the rate base from 400,000
The Lipton “footprint,” (far right) to 750,000. Advertisers have had a
executed at festivals and other con-
similarly enthusiastic response to the
sumer events, featured both educa-
tional and interactive elements, title, resulting in a 202% increase in
encouraging consumers to take the ad pages (‘06 first half vs. first half
Live Well Challenge. ‘05) and a 417% growth in ad rev-
enue for the same period.

PLATFORM PRODUCT DESCRIPTION TARGET AUDIENCE MARKETING OPPORTUNITIES

Magazines The leaders in healthy, active lifestyles,
including Backpacker, Best Life
Bicycling, Men’s Health, Mountain
Bike, Organic Gardening, Prevention,
Runner’s World and Women’s Health
Category veterans and exciting new 32 million readers who seek credi- Special sponsored sections, custom adverto-
titles, including global brands pub- ble, authentic information and rials, high-impact units, supplied inserts,
lished in more than 45 countries practical, hands-on ways to put polybags, cover wraps
their passions into practice

Interactive Web sites and interactive capabilities
that extend the credibility and quality
of our brands well beyond the printed
page
Reliable, actionable information, con-
tent and tools; real-time advice from
top experts
A robust community of health and Special sections, rich media/video, custom
active-lifestyle enthusiasts willing products, contests/sweepstakes, consumer
to share their knowledge and pas- surveys, e-newsletters
sion:
3.4 million unique visitors,
56 million impressions

Custom Publishing Award-winning, branded content, Brand-based editorial that engages Developed against brand targets Magazines, books, newsletters, direct mail,
design and distribution consumers on an emotional level and Web sites and e-newsletters, database man-
creates closer customer relationships agement and marketing, retail-based pro-
grams, loyalty and acquisition programs

Books The largest independent book publish- Source for quality nonfiction, from Active readers and consumers Book excerpt in multi- or single-page for-
er in the U.S. with both trade and health, fitness and sports, to cooking, seeking more information within mat, sponsored online community, books as
direct channels gardening, spirituality, nature and the and surrounding our subject areas premiums, author appearances, sponsored
environment author tours

Events Largest grassroots network of events Full-service, turnkey event marketing 7,500 fitness events nationwide Branding, sampling, race sponsorship, retail
targeting the healthy, active-lifestyle capabilities link brands directly to 3.6 million participants activation, event/program management and
consumer healthy, active-lifestyle consumers 7.4 million spectators execution, sales promotion, cause-related
marketing, custom-created programs

Direct Marketing Broad range of files with selectivity Timely, targeted information that helps More than 25 million healthy, Database, modeling/marketing, customer
and universes not commonly found in marketers create relevant consumer active consumers profile, postal and e-mail, retail activation,
other lists messages online sponsorships, custom-created mar-
keting programs

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AT A SCRIPPS NETWORKS SIZZLING

OPPORTUNITIES
GLANCE Since launching HGTV in 1994, Scripps
CABLE NETWORKS & VOD Networks has become the leader in lifestyle
HGTV
91 million households
media, developing some of the most relevant
Food Network content available on television, the Internet, satel-
90 million households
DIY Network lite radio, in books and magazines, and on today’s
40 million households
Fine Living TV Network emerging media platforms. “HGTV Design Star” returns with a
39.6 million households new cast of designers, all vying for
Great American Country (GAC) Scripps Networks, a division Networks also has launched their chance at TV stardom.
39.6 million households of The E.W. Scripps Co. a dozen e-newsletters,
Jon Steinlauf
SVP Scripps Networks (NYSE:SSP), is comprised of video-on-demand, an array
212-549-2859 the favorite lifestyle of broadband channels,
jsteinlauf@scrippsnetworks.com brands—HGTV, Food mobile content and high-
INTERACTIVE & Network, DIY Network and definition channels HGTV-
BROADBAND
HGTV.com 5.8 million average Fine Living TV Network—as HD and Food Network-
monthly unique visitors well as the country music HD. In addition, our pro-
FoodNetwork.com 7.2 million network Great American gramming is seen in more
average monthly unique visitors
Country (GAC). than 170 countries on In second-quarter ’07, Food
DIYnetwork.com 2.5 million seven continents. Network honors America’s most
average monthly unique visitors innovative culinary artists and
Today we are leading the
FineLiving.com 643,000 average inventions in the premiere of “Food
monthly unique visitors
interactive media revolu- With a stable of multiple Network Awards.”
tion. Our TV networks are lifestyle media outlets,
GACTV.com 431,000 average
monthly unique visitors complemented by compan- Scripps Networks offers a
HGTVPro.com 503,000 average ion Web sites, collectively variety of sponsorship
monthly unique visitors attracting more than 13.4 opportunities for advertisers
Jeff Meyer million* unique visitors that want to reach upscale
Food Network’s top talent prepares
SVP Scripps Networks Interactive every month, making our viewers who are passionate
415-954-8572 dishes, discovers new trends and
jmeyer@scrippsnetworks.com sites the top online destina- about and engaged in helps online users tackle everyday
* Source: Nielsen//NetRatings 1/06–9/06 average tions in their respective lifestyle programming and meal planning.
monthly unique visitors; home and work combo
panel categories. Scripps content. o

PLATFORM PRODUCT DESCRIPTION TARGET AUDIENCE MARKETING OPPORTUNITIES

Cable HGTV Lifestyle programming that relates to Prime destination for upscale 75K+ adults • Commercial spots
Networks Food Network viewers’ interests and passions; leading 25-54 highly engaged and motivated to • Show sponsorships
DIY Network the way with a solutions-based approach act. • Short-form sponsorships
Fine Living to advertising when content provides a • National consumer promotions
Great American Country (GAC) relevant environment for advertising. • Cross-network packages
HGTV-HD • Custom content/product integration
Food Network-HD • Standard and serialized vignettes
• Show promos

Interactive HGTV.com Exciting destinations for original content, Prime destination for upscale 75K+ adults • Newsletters
FoodNetwork.com engaging video and powerful interactive 25-54 highly engaged and motivated to • 300x250, 160x600, 728x90
DIYnetwork.com tools as well as a complement to Scripps act. and preroll video ad units
FineLiving.com Networks’ leading lifestyle cable net- • Logo entitlement
GACTV.com works. • Sponsored content
• Custom opportunities such as
sweepstakes, home page takeovers,
microsites, custom online video and
integrated Web promo spots

Broadband Vertical Channels: Vertical channels are video-based, topic- Prime destination for upscale 75K+ adults • Integrated sponsor videos
HGTVPro focused online channels that provide 25-54 highly engaged and motivated to • 300x250, 728x90 and preroll
HGTV KitchenDesign take-away content and interactive tools. act. video ad units
HGTV BathDesign • Logo entitlement
DIY Woodworking • Custom opportunities
• Webisode sponsorship
Podcasts Podcasts are free, downloadable show
premieres and online series featuring
Scripps Networks’ most notable personal-
ities.

VOD HGTV On Demand Contains Scripps Networks’ highest-rated Prime destination for upscale 75K+ adults • Long-form advertising messages
Food Network On Demand and popular network series and specials, 25-54 highly engaged and motivated to up to 5 minutes
DIY Network On Demand country music videos and compilations act. • Custom video showcase
Fine Living On Demand produced exclusively for VOD. • Exclusive show ownership
Great American Country On Demand

M38 NOVEMBER 6, 2006

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The Power of Five

Harness the collective power of the leading lifestyle brands

to reach our highly engaged, strongly ad-receptive audiences.

Discover Scripps Networks powerful multi-platform advertising opportunities at scrippsnetworks.com

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AT A SONY PICTURES TELEVISION SIZZLING

OPPORTUNITIES
GLANCE Providing outstanding opportunities in televi- advertisers some of the
OPPORTUNITIES
most sought-after opportu-
SONY PICTURES sion and emerging new media—reaching con- INCLUDE:
TELEVISION nities on the Internet,
Advertiser Sales
sumers across all walks of life. including online extensions • 30-second spots
550 Madison Ave. of its branded TV content,
New York, N.Y. 10022
Sony Pictures Television important and more valu- digital entertainment chan-
• 10-second spots
Amy Carney Advertiser Sales is a dynam- able than ever before. Sony nels and emerging digital
Executive Vice President
• Sponsorships
ic and innovative company Pictures Television features platforms such as Grouper,
212-833-4039
ideally positioned to help an exceptional portfolio of a video-sharing and con- • Integrations
Stuart Zimmerman advertisers achieve their syndicated programming, tent distribution site that
SVP Advertiser Sales
212-833-8418
media goals in today’s chal- including some of the most- enables advertisers to capi- • Nontraditional
:30 Commercials lenging marketplace. With popular and best-loved pro- talize on the popularity of formats
Product Integration assets across new and tradi- grams of all time. user-generated content and
tional media, SPT viral marketing. These • High-definition
Joe Tafuri
SVP Advertiser Sales Advertiser Sales offers In fact, in February 2006, platforms allow virtual
212-833-6398 clients a variety of out- SPT’s programs were seen by communities of passionate
• Preroll
High Definition standing advertising oppor- more than 158 million consumers to form and
Product Integration • In-stream
tunities to maximize reach unique viewers—56% of all interact with your brand.
Doug Frederick and create effective, cus- persons in the U.S. SPT With its accessible user • Banners
VP Advertiser Sales tomized solutions. Advertiser Sales offers adver- interface, Grouper allows
212-833-4639
:10 Sponsorships tisers a number of ways to advertisers to capitalize on • Paid video search
Product Integration SPT Advertiser Sales features advertise in these programs the power of viral distribu-
exceptional opportunities in including 30-second spots, tion. • Rich media
Travis Howe
VP Sales Strategy two of the most important 10-second spots, sponsor-
212-833-5783 advertising platforms: TV ships, integration and high SPT Advertiser Sales offers
• Flash games
Online Extensions, Digital and digital. definition. an array of outstanding
Channels, Cross-Platform • Branded channels
opportunities in television
TV continues to be the best As video entertainment and digital to deliver pow- • Branded video
way to reach mass audi- migrates online, SPT erful solutions for advertis- players
ences, making it more Advertiser Sales offers ers. o

PLATFORM PRODUCT DESCRIPTION TARGET AUDIENCE MARKETING OPPORTUNITIES

:30 Commercials 30-second TV advertising in
SPT’s exceptional lineup of
first-run and off-net syndicat-
ed programs
SPT programs cover all genres and dayparts,
reaching virtually every audience—delivering
strong, consistent ratings while providing a true
alternative to broadcast and significantly outper-
forming cable
Women in daytime, young adults in Program-specific buys; 1A positioning;
access and fringe, men in late night exclusive national pods; shorter breaks; less
and families on weekend mornings clutter

:10 Sponsorships
10-second TV advertising with
promotional and closed-cap-
tioning sponsorships that are
embedded in program content
Short-form ads are effective with viewers and
deliver exceptional value for advertisers, especially
when used as part of a larger media plan
Adults in prime access, women in
daytime, young adults in access and
fringe, men in late night
Sponsorship announcements further
engage viewers and enhance positive asso-
ciation for brands; jackpot sponsorships
available in “Wheel of Fortune” where
brand is integrated into game play

Online Online advertising with video Extends advertising presence in SPT programming Fans seeking to enhance their rela- Preroll advertising for “The King of
Extensions prerolls, in-stream video and online—simultaneously enhancing the experience tionship with SPT program brands, Queens” broadband clips; “The Greg
banners of existing viewers while reaching out to new new viewers who are not available Behrendt Show” player streams entire
online audiences as well to watch on TV and other online show online (ad-supported); banner place-
entertainment seekers ment on all SPT program Web sites

Product Custom segments and title Integration cuts through the clutter, circumvents Adult viewers in access, women in Integration of brands and products in
Integration sponsorships in SPT first-run commercial avoidance and engages viewers by daytime and young adults online “Wheel of Fortune” and “The Greg
TV programs and original featuring brands and products directly in the con- Behrendt Show”; verdict sponsorships in
short-form broadband content tent of the program “Judge Maria Lopez”

Digital Channels Funny Bone, AXN Online advertising opportunities in branded-video Online viewers who actively seek out Preroll, in-stream and banner advertising in
content on two genre-based, digital entertain- programming and prefer to control branded entertainment content
ment channels (comedy and action, respectively) their own entertainment experiences

Video-Sharing Grouper Multiplatform video distribution network focused Young adults who interact with Preroll, in-stream and banner advertising in
Site on watching, sharing and creating user-generated entertainment content—individuals viewer-created content that can be viewed
video—offers outstanding digital advertising who consume online video and online or downloaded, paid video search,
opportunities actively create and share their own rich media, branded Flash games, branded
as well channels and custom landing pages

Cross-Platform Custom advertising solutions Integrated marketing campaigns that employ Consumers across all walks of life Downloads, CD inserts, customized digital
Sony’s world-class portfolio of assets from TV, connecting with advertisers through campaigns, rewards programs
films, music, home entertainment and electronics Sony’s numerous touch points

High Definition INHD, “Wheel of Fortune,” INHD is the premier hi-def cable network, featur- Upscale consumers who are early- Hi-def commercials, nontraditional com-
“Jeopardy!” ing some of the best HD content 24/7—it’s the adopters, opinion-influencers as well mercial formats, product integration, spon-
ultimate product showcase for the ultimate audi- as technology and entertainment sorship opportunities, category exclusivity,
ence enthusiasts prime positioning in uncluttered environ-
ment

M40 NOVEMBER 6, 2006

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Sony Pictures Television’s powerful lineup of

programming and digital assets offer extraordinary
advertising opportunities across multiple platforms
to deliver your message with impact.

SEINFELD • THE KING OF QUEENS • JUST SHOOT ME!

THE GREG BEHRENDT SHOW • JUDGE MARIA LOPEZ
JUDGE HATCHETT • DA VINCI’S INQUEST • CRIME WATCH
GIRLS BEHAVING BADLY • BEAKMAN’S WORLD • MOVIES

WHEEL OF FORTUNE • JEOPARDY! • SEINFELD

THE KING OF QUEENS • JUST SHOOT ME!
THE GREG BEHRENDT SHOW • JUDGE HATCHETT
JUDGE MARIA LOPEZ • DA VINCI’S INQUEST • THE SHIELD
CRIME WATCH • GIRLS BEHAVING BADLY • WHACKED OUT SPORTS

THE KING OF QUEENS • JUDGE MARIA LOPEZ • JUDGE HATCHETT

THE GREG BEHRENDT SHOW • WHEEL OF FORTUNE

THE GREG BEHRENDT SHOW • WHEEL OF FORTUNE

AXN • FUNNY BONE

GROUPER

ELECTRONICS • MUSIC • HOME ENTERTAINMENT • THEATRICAL

INHD • JEOPARDY! • WHEEL OF FORTUNE

© 2006 Sony Pictures Television Inc. All Rights Reserved. www.sonypicturestelevision.com

tabdoc.qxp 10/31/06 2:35 PM Page 1

*-'
'
SPECIAL ADVERTISING SECTION OF ADVERTISING AGE

D<;@8 >L@;<

AT A TV GUIDE
GLANCE With proven multiplatform success for dozens of advertisers, TV Guide understands the needs of today’s
CORPORATE MARKETING marketers and can deliver strategic programs for any category.
Steve Scebelo
Senior VP, Marketing
610.293.8910 In an increasingly complex media landscape,
steven.scebelo@tvguide.com people need a resource to help them
experience the best of television as simply
MAGAZINE as possible, whether it’s analog or high-
Pete Haeffner definition, cable or broadcast, on an iPod or
Senior VP, Publisher
the Internet. Across a multitude of platforms
212.852.7423
pete.haeffner@tvguide.com
and built on an unmatched heritage,
TV Guide delivers the total solution. We
provide not only exclusive entertainment
CHANNEL
content and unsurpassed guidance to
INTERACTIVE
PROGRAM GUIDES engaged consumers, but also a unique and
ON DEMAND targeted environment to maximize impact
Richy Glassberg for our marketing partners.
Senior VP, Sales
212.852.7333 TV Guide’s cross-platform offerings—
richy.glassberg@tvguide.com
Magazine, Channel, Interactive Program
Guides, On Demand, Online and Mobile—
ONLINE reach 73 million consumers weekly. This
MOBILE media powerhouse gives advertisers
Jim Hoos the strategic opportunity to surround
National Sales Director
212.852.7430
consumers and promote their products
jim.hoos@tvguide.com across one seamless brand. The end result?
Incredible andd immediate exposure for
their message.
Engaging
consumers whenever
and wherever they As television evolves, TV Guide will continue
turn for television to be at the forefront, leading the way for
entertainment viewers and marketers.

PLATFORM PRODUCT DESCRIPTION TARGET AUDIENCE MARKETING OPPORTUNITIES

Print TV Guide Magazine Full-size, 4C weekly magazine that provides TV A25–54; Network partnerships; Targeted editorial
enthusiasts with behind-the-scenes scoop on the Total audience: 16 million 1 adjacencies; Retail promotions; Cover wraps and
most talked about shows, plus expert guidance and high-impact inserts; Consumer promotions
recommendations on the best of television.

Television TV Guide Channel Fully distributed guidance and entertainment network
that celebrates TV and helps consumers decide what
to watch. Signature programs include: “Watch This,”
“TV Watercooler,” “Idol Tonight,” “The Fashion
Team” and award show Red Carpets.
A18–49; Program sponsorships; Custom integrations and
Available in 80 million homes 2 branded entertainment showcases that drive tune-
in to specific programs; Nationally addressable ads;
In-grid listings banners

Interactive Consumer Electronics; Interactive point-of-decision guidance on digital cable A18–49; Interactive ads that can set a reminder or record
Program Digital Cable and in select TV sets. Ads available in 11 million total a program, plus click through to more program
households 3 information
Guides (IPG)

TV Guide Spot TV-focused entertainment and guidance for
On Demand the on demand generation. One of the most widely
distributed On Demand networks. Available through
digital cable and on broadband (tvguide.com and
aolvideo.com).
Early adopters; A18–49 with an urban Pre-, mid- and post-roll opportunities, plus custom
skew; integrations and sponsorship of programs
Available in more than 27 million homes 4

TVGuide.com A leading television information and entertainment
Web Site destination, offering best-in-class entertainment
search functionality, robust community features and
personalized user preferences.
A18–49; High-impact creative advertising adjacent to
Total audience: 4.2 million users 5 targeted editorial and user-generated content; Web
site sponsorships and takeovers; Custom mini-
web site design; Consumer promotions and e-mail
marketing

Mobile TV Guide Mobile Mobile listings guide and video content for on- A<30; Text-based and call-to-action messages in the Text
the-go TV fans; Mobile-specific, short-form video Total audience: 7 million registered users Message Search function
content from TV Guide Channel. (Japan and U.S.) 4

Events Annual Emmy High-profile Hollywood events Varies, depending on the event Sponsorships, co-branding, select markets,
After Party; sampling, cross-platform content coverage (requires
Red carpet premiere/ editorial approval)
finale screening parties

Sources: 1 MRI Spring 2006 Publisher’s Estimate 2 Nielsen Universe Estimate 3 Internal Estimate 4 GMST Internal Data 5 9/06 Media Metrix

M42 NOVEMBER 6, 2006

Project1 10/18/06 5:02 PM Page 1

The Premier Cross-Platform Solution.

Nobody covers TV
like TV Guide...

...And that’s why

each week 73 million
consumers

are watching
TV Guide Channel,

reading
TV Guide Magazine,

If you're looking to make

an immediate impact

on a highly engaged consumer,

and going to
TVGuide.com.
in a unique and targeted environment,

TV Guide is the total solution.

TV Guide. There’s a lot in it for you.

MAGAZINE CHANNEL IPGs MOBILE ONLINE ON DEMAND

Source: 2006 MRI Omnibus Recontact
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360
0
SPECIAL ADVERTISING SECTION OF ADVERTISING AGE
MEDIA GUIDE

AT A VH1 SIZZLING
OPPORTUNITIES
GLANCE VH1 just posted its 17th consecutive quarter of
VH1’s weekly
Rick Beispel total viewer growth—proving that our viewers countdown of
the hottest
Senior VP
VH1 National advertising sales
can’t get enough of our music and pop culture viral videos on
212-846-7090 programming. the Internet reaches viewers across
multiple platforms at ever-increas-
Mark McIntire ing rates. The weekly series, co-
Senior VP Their strong desire goes As an early adopter in the 7.5 million people who VH1.com to determine produced with partner IFILM and
VH1 Integrated marketing beyond our linear network digital space, VH1 has the tune in to the season the winners of our “VH1 hosted by comic Patrice O’Neal, is a
212-846-7862 hit on TV, on VSPOT and on VH1
and our other channels VH1 ability—and proven track finale of “Flavor of Love.” Big in ’06 Awards.” Mobile.
Larry Gelfand Classic and VH1 Soul. Our record—to engage our view- • They can download our • They can enjoy never- VH1’s “Best
VP adult 18-49 viewers connect ers in any medium they “Best Week Ever” daily before-seen performances Week Ever”
VH1 Digital advertising sales series has
with and often shape our choose. Our advertising podcast. from VH1 Classic on VH1
212-846-4165 extended its
original content on any partners look to us to lever- • They can watch exclusive On Demand. reach through
Michael Finn screen that they want— age all our viewers’ touch “Storytellers” performances its daily podcast
Director, VH1 Classic and VH1 Soul and online destination Bestweek-
whether it’s online, on points to help create high- by the Dixie Chicks and Our viewers know and love
advertising sales ever.tv. The multiplatform
212-846-8162 mobile phones, through impact opportunities that Pearl Jam on VSPOT, that we are their music and phenomenon provides a hilarious
podcasts, on video-on- thread through all our plat- VH1’s broadband channel. pop culture authority—in review of the entertaining news and
demand or even online with forms. • They can catch up on the all ways. o pop culture developments that make
the past week the “best week ever.”
VH1 Games. funniest viral videos from
The “VH1 Rock
How many ways can viewers “Web Junk 20” on VH1 Honors”
experience VH1? Mobile. tribute concert
• They can be among the • They can vote at on all VH1
screens salutes
the groundbreaking bands of rock,
the seminal events and the influential
people who made a lasting mark on
the history of hard rock.

PLATFORM PRODUCT DESCRIPTION MARKETING OPPORTUNITIES

Television VH1, VH1 Classic, VH1 Soul Our TV screens connect adults 18-49 viewers to the entertaining
music, artists and pop culture programming that matters to them
most through series, specials, live events, exclusive online content
and public affairs initiatives.
VH1’s expansive variety of integration opportunities include co-
promotional show partners, such as Unilever’s platform with
“Flavor of Love 2” on VH1 to launch its Sunsilk shampoo; or
product integration like the Diageo ownership of VH1 Classic’s
“Turntables” or Signature Event participation such as the GM-
sponsored “VH1 Hip Hop Honors” crossover programming.

Online VH1.com, VSPOT Our Internet and broadband sites give consumers self-directed,
deep-dive experiences into the VH1 content they crave—shows,
music and original online programming. They are the critical hubs
that keep viewers connected to the brand daily.
Advertisers can be connected in an unlimited number of ways to
the many sponsorship, gaming and interactive options on the site.
As examples, scores of users submitted freestyle raps to the T-
Mobile-sponsored viral video search for the next MC, and rabid
pop culture junkies jumped to compete in the Alltel-sponsored
“World Series of Pop Culture” trivia game that allowed users to
play the hit franchise at home.

Mobile VH1 Mobile VH1 Mobile gives viewers the content they love in the palm of
their hands with streaming video, ringtones and graphics from
VH1’s top shows and events. VH1 Mobile also provides VH1 News
coverage of the day’s top music and pop culture happenings, as
well as interview clips and music videos.
Advertisers can be tied to this portable franchise via streaming
video, SMS sweepstakes entry and gaming. Recently, VH1 Mobile
users bombarded us with text messages that determined the win-
ning city for VH1’s Honda-sponsored Flashmob concert featuring
Pink, where the audience was comprised of mobile winners.

Podcasts VH1 Podcasts Viewers access convenient, downloadable versions of VH1’s most
popular broadband video, including VH1’s “celebreality” program-
ming, daily “Best Week Ever” commentary, VH1 News clips offer-
ing celebrity interviews and the latest news from the worlds of
music, movies and pop culture.
Savvy advertisers can leverage their ownership of VH1 franchises
through streaming video attachment to downloadable, portable
content, such as Intel’s pod sponsorship of “Best Week Ever,”
Nissan’s ownership of the “Best of VH1” and Cingular’s attach-
ment to “Best Night Ever.”

VOD VH1 On Demand Our on-demand brand extends viewers’ VH1 experiences with
musical performances, concerts and artist interviews, as well as
full episodes from select VH1 series under both the VH1 and VH1
Classic brands. Content from VH1’s series include episode sneak
peeks, Q&A segments with show cast members, behind-the-
scenes clips and outtakes exclusive to the VOD platform.
Advertisers can gain traction with viewers through preroll attach-
ment to VH1 and VH1 Classic programs that consumers are
actively seeking. This rapidly growing VH1 platform is already pro-
viding great opportunities to Toyota and Procter & Gamble.

Video Gaming VH1 Games From VH1 Classic Arcade games from the ’70s, ’80s and ’90s, to
new, original titles tied to VH1’s hit franchises, VH1 Games
appeals to all audiences through a vast collection of word games,
action games and puzzles.
VH1-created integrations, including game sponsorship and cus-
tom-designed game opportunities all exist on VH1.com. Smart
marketers such as T-Mobile and Intel are already reaching this
active, engaged audience through integrations created by VH1
specifically for these top-tier brands, incorporating brand mes-
sages as part of game play and allowing gamers to interact with
these partner brands.

M44 NOVEMBER 6, 2006

Project8 10/24/06 2:17 PM Page 1

VH1 VOD VH1 .com VH1 Mobile VH1 Podcast VH1 Classic VH1 Soul
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360
0
MEDIA GUIDE
EXPERTS
ON CALL
There’s nothing traditional about
advertising these days. That’s what
makes integrated marketing
campaigns so vital to a brand’s
success. Yahoo!’s knowledge and
technology will help you make the
most of your online media.
We know that when it comes to
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on our category experts to know
the ins and outs of your business.
They’ll help you strategize, analyze
and reach your target audience
with the right message.
Contact these specialists or visit
the site for more specific industry
expertise.
Beth-Ann Eason
Graphical Advertising
212-381-6923
graphical-expert@yahoo-inc.com
Ann Frisbie
Search Advertising
408-349-5251
search-expert@yahoo-inc.com
What’s Inside:
Get ready for these exciting new areas on advertising.yahoo.com—coming soon.
SECTION
Original Research
Charlie Thomas Book Club
Industry Solutions
Guest Editorial
Creative Gallery
Industry Calendar
Yahoo! Central
M46
Page 46
SPECIAL ADVERTISING SECTION OF ADVERTISING AGE
ADVERTISING.YAHOO.COM SITE HIGHLIGHTS
Bringing you the information and inspiration you need to evolve with the industry.
What we all do for a living
has never been more impor-
tant or more fundamental to
business. Markets have been
fragmented, products have
proliferated, audiences are
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new insights and inspira- brightest advertising minds in
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DESCRIPTION
Discover the latest innovative ways to look at industry issues through quantitative and qualitative analysis. Then, more importantly, find out how to put
the findings to work for you. By acting on these discoveries, you can be a part of the industry’s movement toward a better future.
How can you keep up with the latest thinking and broaden your perspective? Read. In that spirit, we’ve created the Charlie Thomas Book Club (named
for one of our favorite Yahoos who happens to be a one-man reading machine). We invite you to share important new books about the business—or any
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different industries, plus connect with our team of trusted advisers. They’re all leaders in their fields with proven track records of success. For a closer
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From what works to “ah-ha moments” in advertising, the industry’s influential thinkers will reveal how they view success, innovation and technology.
Join us in celebrating creativity throughout history. Be sure to check out the 2006 award show season’s winners as well as big ideas from the industry’s
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NOVEMBER 6, 2006
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MEDIA GUIDE
Continued from page M5
content. It’s very much more from a consumer perspective than
from a media perspective.
RICHARD BEAVEN: I’m not sure it’s simply about surround-
ing the consumer. That suggests that it’s very much the brand
pushing down or surrounding the consumer. It’s really about
finding something that’s relevant to the consumer that they’re
going to actually invite in.
MR. SWINAND: Before, it was brand talking to consumer.
Now, it’s a much more interactive, collaborative, optimized
experience where consumers are constantly engaging in the dia-
logue with the brands and communicators are forced to adjust
accordingly. So the 360° aspect refers to that as well.
MR. ADELMAN: For us, the problem of integrating commu-
nications is you really have to start with the consumer, and the
strategy and the message, and how do we develop brand story arcs
that extend across all of these channels in a meaningful way.
¡AA: You’re talking about the impact that 360° media is having
on creative?
MR. ADELMAN: Yes. The big challenge is strategic and cre-
ative. The media people have been ready to solve these problems
for years. What we’re working really hard on at Johnson &
Johnson is finding new ways to tell stories in this environment.
¡AA: We hear a lot about breaking down silos these days. What
are you learning from the process of breaking down silos in your
organizations?
MR. SWINAND: Media agencies have typically been structured
around the points of distribution, with a broadcast investment
group, a cable team, a print team, a digital team. The optimized
approach was around how can I most efficiently buy and execute.
The biggest change is that the media agencies are restructuring how
they go to market and how they interact with vendors and clients.
Initiative and Starcom have created this activation role. It
acknowledges the fact that we need to think more holistically
about stories and about consumer engagement, and we need
individuals who can work across contact points and work across
channels to activate these ideas.
MR. BEAVEN: It’s becoming extremely difficult to draw a line
between what you might term planning and buying. So it
becomes less about how different individual areas work togeth-
er and more about how do we put together the start and finish
of this whole thing.
¡AA: How do you do that? Put people in a room together?
MR. ADELMAN: That’s what we do. We put in a lot of time and
effort with our agencies and with the leadership of our brands to
essentially reintegrate. This industry has allowed creative and
media to drift way too far apart since unbundling started 10 years
ago. And the emergence of digital has forced us all to come back to
the table together.
So at Johnson & Johnson we’ve put together a formal process
that brings all of the stakeholders together early on and gets align-
ment strategically and creatively about what our brands are about.
The idea of doing consumer-centric communications planning
and that leading to creative production sounds painfully obvious,
but I think as an industry a lot of people are still producing creative
first and writing media plans second.
MR. SWINAND: I think it goes beyond just getting people in a
room. In the past, we’d have everyone in the room and they’d
present the TV spot and the discussion was how to distribute it.
The real significant shift is, both from a media and a creative
standpoint, taking a much more consumer-centric view to
defining what is the story, what is the approach and what is the
source of engagement. And to the earlier point of getting every-
one in a room, my experience is that a lot of the creative agen-
cies don’t like to begin from that point.
MR. BEAVEN: You’ve got to recognize that the ideas now can
come from anywhere—junior, senior, whichever discipline is in
the room. You’ve got to see that whatever process you have, that
process is essentially a means to an end. In a lot of places it’s
M48
merely an end in itself, and so people are going through the
motions.We also have to recognize that things are moving at a
faster and faster pace. So there’s a lot more agility built into it, a
lot more evolution and thinking on the fly. To do that, you have
to have things centered around more of a strategic thought.
MR. ADELMAN: At Johnson & Johnson, we have a lot of dif-
ferent agencies and a lot of different models in place. As we’ve
shifted our thinking toward consumer-centered integrated com-
munications, we get to see which models work better.
It’s very difficult to re-engage the dialogue between creative and
media at that level that the guys were just describing. It’s very dif-
ferent for the traditional creative agencies to make a full strategic
seat at the table for the digital agencies.
¡AA: So what structures have worked the best?
MR. ADELMAN: There are different solutions for different busi-
nesses. We’ve had some success with agencies that do a little bit
more in-house that have solved the silo problem internally. In other
cases, we’ve put digital agencies together with creative and media
planning agencies and said you have to find a new way of working.
¡AA: Which silos do you most want to break down next?
MR. SWINAND: One of the first is on the vendor side. A lot of
vendors really define their product narrowly or linearly, based on
what the distribution is. Before, online was its own bucket. I had
my online agency, and online was unique and different. But now
that all media are digital … we need to reintegrate it.
MR. BEAVEN: For me it’s a talent issue. The silos I want to
break down are the mental models that people have about exist-
ing forms of media and existing communication habits. We
need to get people to re-evaluate what’s the best way to connect
with a consumer. Unless we develop the talent in the right way,
then no amount of organization from a physical point of view
will change anything.
¡AA: What do those mental silos get in the way of?
MR. BEAVEN: People have to think differently. Be open-
minded. Have a broad perspective on what’s happening in cul-
ture, and what’s happening from a consumer standpoint and
what’s happening in the development of digital.
MR. ADELMAN: The talent issue is critically important
because the problem with integration is that you need people
leading these processes who are really capable of thinking very
broadly and outside the boundaries of their traditional disci-
plines. It seems as if there is a shortage of those people.
¡AA: Where do they come from?
MR. BEAVEN: I don’t think it’s about experience or age. It’s
about diversity in all its forms, whether ethnic diversity, geo-
graphical diversity, being in a different business or a different
agency type or a different discipline in an agency.
MR. ADELMAN: It’s all about diversity of thought. People
have always thought digital is the most integrated or innovative,
but some of the digital people are actually some of the most nar-
row-minded in terms of “not invented here” or ownership.
MR. BEAVEN: I’ll give you a huge challenge: We’re bringing
people into our business and the industry in general. These peo-
ple bring with them very fresh perspectives. Many of them are
the so-called digital natives. The challenge for any of us is how
do we make sure that we unlock the potential, that we tap into
the ideas and experiences and forward-thinking of some of
these people we’re bringing in.
¡AA: Is the industry’s heavy focus on ROI and the bottom line
affecting its ability to attract talent?
MR. ADELMAN: I can’t say that it’s not. But I don’t think it’s an
either-or proposition. One of the things we talk a lot about is we
need to expand our definition beyond ROI and talk about “ROO,”
or return on objectives. When we talk about a linear approach, to
say everything is based on ROI and ROI is king really leads you to
a direct model. And I don’t think that’s how marketing/advertising
communications work.
There is a danger in that you follow ROI out the window and
you are so focused on the mathematics of it that you forget the
need for ideas and understanding.
MR. BEAVEN: One thing we need to do is move quickly away
from a world where, certainly from a media point of view, the time
frame is seen as the 12-month plan. There are lots of moves away
from that, but we’ve got to continue that and accelerate it. When
we focus on a period of time, we get focused on the wrong thing
in terms of results.
MR. ADELMAN: Speaking from the client’s perspective, I
don’t think a focus on ROI is exclusive to creativity and talent.
And agencies that bring new ideas are going to have no problem
being profitable.
MR. SWINAND: I’m curious about that. One thing we’ve seen is
that as you look to cut and reduce staffing, if you look at procure-
ment and savings, you cut out a lot of the senior talent and start
driving toward efficiency and execution. It leads you down a path
that is kind of counter to 360. I’d love your perspective on that.
MR. ADELMAN: I don’t know that you’ve described a sce-
nario that fits the way we treat our agencies. I can tell you we
work very closely with our agencies as partners to make sure we
achieve our objectives.
¡AA: If the CMO has a life expectancy of 18 months, how can he
or she attract bright people? That’s part of the problem, isn’t it?
MR. SWINAND: That’s not every client. I do think that
recently the increased emphasis on procurement and ROI has
led to more turnover and more pressure to produce shorter-
term results. I think the media agencies were partially to blame
in that they were pitching an efficiency story. In some respect, it
trained clients to focus on efficiency. And clients have reaped the
benefits of those efficiencies, but are coming back and challeng-
ing agencies to come together and deliver bigger ideas.
¡AA: Andrew [Swinand] mentioned vendors. Which ones are
doing a particularly good job with digital?
MR. BEAVEN: I don’t want to single any out, but the best ones
are going back to their core product and how that relates to con-
sumers. And they understand that what they have to offer is con-
tent. They’re inventing and combining platforms and trying to
leverage that and working with us to get that done.
MR. ADELMAN: I think big media have made a lot of changes
recently that are very refreshing. They’re bringing a lot of great
ideas and products to the consumer right now and also to adver-
tisers. Video downloads, webisodes, mobisodes, streaming
online for program sampling. Deep-background content online.
Going back to what the real strength is: telling stories and serv-
ing audiences.
When you take those capabilities as well as the ability to effi-
ciently produce content across multiple platforms, I think they’re
going to end up leading advertisers in many ways into new places.
MR. BEAVEN: The key for me is that media companies under-
stand what their brand relationship is with consumers. It’s much
more of a brand-marketing approach. To say that my business is
not magazines, it’s helping new mothers better care for their chil-
dren—that’s a huge paradigm shift for a lot of content companies.
¡AA: What is the most significant challenge you will face next
year?
MR. SWINAND: Balancing the near term with the long term. In
our industry the pace of change is so rapid that we need to invest
in tomorrow; but the volume of work and execution we need to
deliver today is significant. As a business, this is something that is
probably pretty standard for vendors as well.
MR. BEAVEN: I agree with that. We continually ask ourselves:
Are we changing fast enough and in the right places?
MR. ADELMAN: Keeping up with the pace of change is the
challenge. What we’ve done is put in place structures to incen-
tivize marketers to take those risks and bring back that learning
to the corporation. o
NOVEMBER 6, 2006
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SPECIAL ADVERTISING SECTION OF ADVERTISING AGE

IMarketers Wanted
The media buying and planning role is changing dramatically. In fact, that role might be
better described with a new title By Steve Greenberger/DJG Marketing

M
There is little doubt that
the idea of building a
media plan with a good
demo, a budget, an
objective and a nice opti-
mization tool is a thing
of the past.
Today, media planners
and buyers must be thor-
oughly versed in the pro-
liferation of new media
alternatives. They also
need to understand the
limits of the research
they are using and have
some insight into how
their target consumers
use the media they select.
But their task doesn’t
end there. Media plan-
ners and buyers must
understand the creative
message and its rele-
vance to each selected
media vehicle. They need
a sense of how engaged
the audience will be with
this message and of how
to take advantage of the
asset pool of each media
company they approach.
Their goal is to build rel-
evant, effective and effi-
cient package deals while
delivering a very attrac-
tive return on investment
for the advertiser.
Needless to say, the
role of today’s media
planners and buyers is
changing dramatically. In
fact, their role might bet-
ter be described with a
new title: marketer.
After all, these individ-
uals must be able to go
way beyond selecting
and buying impressions
and to understand who
the consumers of a prod-
uct or service really are,
what will motivate them,
where and when they
can be reached most suc-
cessfully and how to fol-
low them through the
various stages of the pur-
chase cycle.
The problem, unfortu-
nately, is that these mar-
keters work at a disad-
vantage. Since most
media and full-service
agencies eliminated their
market research staffs
years ago, much of the
analysis that agency mar-
keters need currently
only goes past the desks
of “media” research peo-
ple. This means that all
of those metrics for
effectiveness and “affec-
tiveness” get interpreted
by a media-skewed eye.
This is one reason the
subject of engagement
has gotten so tiring, with
its measures mired in the
question of how engag-
ing each media vehicle is
instead of how engaging
the advertisement is in
the first place.
Agency marketers
need more ad-testing
results across media to
get a handle on which
media work best, where,
when and how often.
ROI is not just a post-
analysis measure. It
requires plenty of pre-
planning study and
analysis, too.
Marketers also need to
be armed with better
research on who the con-
sumer is. They cannot be
satisfied with just finding
a demographic target to
reach. They must have a
clear understanding of
the consumer’s DNA,
lifestyle, mind-set and
mind-style (how they see
themselves) to successful-
ly home in on the media
they will be involved
with and influenced by.
What’s more, mar-
keters who are building
media plans must be in
total sync with any other
group building a portion
of the plan. Digital or
“new” media are often
planned separately from
traditional media. This
creates havoc for media
companies looking to sell
a cross-media package,
and it may also produce
a much less integrated
plan, or an “off-key”
component, to an other-
wise solid campaign.
Cross-media packages,
in fact, are critical in a
360° marketing world.
Marketers must maintain
a very clear understand-
ing of the broad asset
pool of the media com-
panies that they are
looking to utilize. They
must look at these assets
for their relevance as
well as their reach deliv-
ery, and they should
determine how to incor-
porate these potential
packages into their cam-
paign before starting to
plan.
Above all, agency mar-
keters must start with an
organizing idea that
meets a client’s brand
objectives and can be
clearly conveyed to a
media vendor.
The marketer’s role is
highly complex. It is likely
to evolve into a very
attractive one, too, as
agency structures and phi-
losophy change to incor-
porate it over time. o
Steve Greenberger is sen-
ior VP-chief strategic
marketing officer at DJG
Marketing, a full-service
marketing service firm
that provides media com-
panies with strategic
positioning, research, ad
sales development and
communications. He can
be reached at steveg@
djgmarketing.com.

PUTTING IT ALL TOGETHER

Researchers wait for a single measurement currency to help compare and
contrast different media By Wayne Karrfalt
The idea of comparing usage data across different types of
media has been a dream of media researchers for years. Lately,
however, the goal, once called “fusion research,” has become a
moving target.
“It’s just so difficult to compare across different media types,”
says David Ernst, exec VP-director of futures and technologies at
Initiative. “Silos of information exist that focus precisely on one
medium, and there are precious few resources that bring them
together in an agreed-upon fashion.”
Zenith Optimedia uses Simmons behavioral graphics in con-
junction with Nielsen household databases and a third-party
processor in an effort to get beyond simple age, sex and other
basic demographics. “The biggest obstacle now is that it can get
really expensive,” says Bruce Goerlich, the company’s exec VP-
director of strategic resources. “Hopefully as it’s done more and
more, costs will come down.”
NEW INITIATIVES
There are reasons to be optimistic that more sophisticated tools
will be made available to the general media market as major
research firms try to step up to the plate. Nielsen’s ambitious
Anytime, Anywhere Media Measurement initiative, or A2/M2, is
setting out to measure video on multiple devices, including PCs,
iPods, cell phones and out-of-home TV.
“Nielsen’s philosophy of following the video is absolutely
right,” says Susan Nathan, research director at Universal McCann.
“IPods need to be measured alongside TV viewing because broad-
cast networks are allowing access to their content on the Web, and
we need to know how many people will actually be watching this.”
Meanwhile, other companies already have products out there
in the market that do some of the things that Nielsen is prom-
ising. Buzz Metrics measures blogs and other consumer-gener-
ated content. M: Metrics measures mobile content consump-
tion. Erin Media, TNS Media Intelligence, Everstream and
Rentrack pull data from set-top boxes to study exact program-
ming and commercial behavior patterns.
Researchers say these products offer interesting insights, and
their existence in the marketplace will help spur Nielsen along.
The evolution from active to passive, single screen to mul-
tiscreen, impression to impact is most likely to occur if these
companies work together, researchers say. For instance,
Project Apollo—a collaboration announced in January
between Arbitron, VNU and six national advertisers to collect
multimedia purchase data from a common sample of con-
sumers—is seen as a step in the right direction.
PRIORITY ISSUES
The issue now seems to be one of prioritization. With viable
methods arising to measure newer platforms and more accurate
tools being tested to measure the older ones, they must be stud-
ied, perfected and accepted before the data they produce can be
synthesized, says Debbie Solomon, senior partner and group
research director at MindShare.
“Trying to measure these new media has become a bigger
topic,” she says. “We have to figure out how to measure them
first, then we’ll figure out how to combine them later.”
Nielsen is focused on just this at the moment. In mid-October
the company announced the rosters of A2/M2 client advisory
committees to study electronic measurement in local markets,
measurement of out-of-home viewing and measurement of
viewing on personal video devices, plus another to begin looking
at the integration of TV and Internet measurement.
“The next two steps are to expand the number of local peo-
ple-meter markets and expand upon how we measure digital
coming into the home in a mobile society,” said Nielsen
spokesman Jack Loftus. o

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360
0
MEDIA GUIDE


Because media brands now connect with consumers
via many different outlets—from TV, radio and
print to online, wireless and local events—they can
offer advertisers the ability to reach out at different
times during the day. “Brands want to create connection
points with consumers in as many points in the day as possi-
ble,” says Alan Cohen, chief marketing officer at TV Guide,
where options now include online, print, a TV channel and
an electronic video-on-demand guide. “Not every consumer
will want to utilize your brand the same way,” he says, not-
ing that marketers, by advertising on different outlets, can
reach different groups of consumers.
Continued from page M4
It’s not surprising that media brands are helping marketers
with creative, says Chris Guilfoyle, publisher of Every Day with
Rachael Ray magazine. “After all,” she says, “who knows our
readers better than we do?”
The bottom line for advertisers in all this is insight into their
customers and how they use media, says Mel Berning, exec VP-
advertising sales at A&E Television Networks. “It’s no longer
acceptable to just put up an ad,” he says. “Instead, you have to
understand your consumer’s lifestyle so you can begin to reach
them at different places and at different times when they are
looking for information.”
Media companies are spending significantly more on
research than they used to in order to help advertisers under-
stand their target audiences and how well they are engaged in
the content at hand, Mr. Berning says.
Understanding the different ways that consumers interact
with a media brand is critically important, says Linda Schupack,
senior VP-marketing at AMC. “Those experiences can be dis-
crete and play off of one another,” she says.
CLIENT-CENTERED SALES
This all-embracing approach, in which media companies help
marketers plot not only what outlets to use but also how the
message will be crafted, came about as part of a more intense
focus on the client, says MaryAnn Bekkedahl, exec VP-group
publisher at Rodale. “We’ve really prioritized our integrated
sales effort so that the publishers and sales staff are focused on
identifying what the marketer is looking for,” Ms. Bekkedahl
says. “We want to understand their challenges and what they are
trying to do.”
Similar sounds are emanating from CNN, where the integrat-
ed sales team is built around people with creative, brand man-
agement and design backgrounds. “We’re not acting as the ad
agency, but we want to understand how an agency operates so
we can come up with better ideas for our clients,” says Greg
D’Alba, chief operating officer of CNN Advertising Sales and
Marketing.
Ditto at Disney ABC Unlimited, where a team of executives
specializes in giving advertisers and their agencies one-stop
access to the company’s vast stable of media networks, consumer
products, theatrical films, and parks and resorts. “We can deliv-
M50
SPECIAL ADVERTISING SECTION OF ADVERTISING AGE
er 100% of your media objectives with our lineup of assets,” says
Bill Bund, senior VP-integrated sales.
MULTIPLE CONNECTION POINTS
Because media brands now connect with consumers via many
different outlets—from TV, radio and print to online, wireless
and local events—they can offer advertisers the ability to reach
out at different times during the day. “Brands want to create
connection points with consumers in as many points in the day
as possible,” says Alan Cohen, chief marketing officer at TV
Guide, where options now include online, print, a TV channel
and an electronic video-on-demand guide. “Not every con-
sumer will want to utilize your brand the same way,” he says,
noting that marketers, by advertising on different outlets, can
reach different groups of consumers.
One thing advertisers and media executives are learning
through all this exploration is the extraordinary benefit of com-
bining online with other media, adds Steve Gigliotti, exec VP-
advertising sales at Scripps Networks. If done right, such combi-
nations add the sought-after advantage of a one-to-one connec-
tion with consumers.
A recent sweepstakes Food Network created for General
Electric Co., for example, targeted people redesigning their
kitchens and netted 1 million entries, with 30% of them saying
they’d be interested in more information from GE. “Whenever
we ran a 20-second promo for the sweepstakes on one of our TV
channels, unique visitors would skyrocket on the sweepstakes
microsite,” Mr. Gigliotti says.
The kitchen redesign sweepstakes is a good example of the
kind of idea-driven campaign many advertisers are trying to
achieve in a 360° media world, says John O’Hara, senior VP-gen-
eral manager of ad sales and marketing for Cartoon Network.
“Advertisers don’t just want to buy from a menu,” he says. “They
are really interested in an idea that threads through each one of
the media outlets.”
For Sony Playstation, this meant sponsoring “Class of 3000,”
a new Cartoon Network series that will be launched this month,
right around the time Playstation 3 hits store shelves. As part of
the campaign, Playstation created Thrillville, an online game
housed on a mini-Web site connected to CartoonNetwork.com.
It will also sponsor a sneak peak at the new series on
CartoonNetwork.com’s broadband video player.
NEW MEDIA GATEWAY
Often the task at hand includes helping marketers experiment
with newer media. Alloy Media+Marketing, which specializes in
reaching the under-29-year-old set through nontraditional
media, consults marketers and also offers advertising opportu-
nities on an array of outlets. “Young people don’t know a world
without total media control,” says Samantha Skee, senior VP-
strategic marketing at Alloy. “That’s a new type of consumer for
many advertisers.”
Traditional media companies also find themselves helping
marketers try newer media. Along with distributing syndicated
fare such as “Seinfeld,” and “Judge Hatchett,” Sony Pictures
Television operates digital platforms like InHD, AXN and the
Funny Bone Channel, as well as Grouper, a user-generated-
video site. “As our content migrates into a 360° environment,
we’re finding solutions that allow our advertisers to come
along,” says Amy Carney, exec VP-sales and operations.
At Comcast Spotlight, much of the focus these days lies in
helping clients experiment with video-on-demand. BMW,
Home Depot, Panasonic, Wal-Mart Stores, Lexus, Toyota
Motor Sales USA, Reebok and a long list of other advertisers
have tested Comcast’s VOD platform, while early adopters,
such as General Motors Corp., are significantly expanding
their presence.
“It’s a testament to GM’s success in the medium that they are
doing it on a much grander scale, in many more markets and
with many more nameplates,” says Vicki Lins, VP-marketing and
communications at Comcast Spotlight.
The drive to test such new solutions has often come from
marketers “They want to find new ways to engage their con-
sumers,” Sony’s Ms. Carney says.
What’s interesting about 360° media, she adds, is the flexibil-
ity it gives content companies to respond to marketers’ needs.
“The marketplace is changing,” she says, “and we want to be able
to change with it.”
Every Day with Rachael Ray’s Ms. Guilfoyle agrees. “If you get
360° right, it allows you to build upon it. It enhances the rela-
tionship you have with an advertiser, and the advertiser with the
consumer.” o
NOVEMBER 6, 2006
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