Magazine article Editor & Publisher

NAA Ad Responds to News on Media Reach

Magazine article Editor & Publisher

NAA Ad Responds to News on Media Reach

Article excerpt

THE NEWSPAPER ASSOCIATION of America, in half-page ads in the New York Times and Chicago Tribune, challenges news media assertions that network TV has the biggest reach of any medium. "If you've been reading about the annual network TV upfront buy recently completed and the unrelenting increases in commercial inventory you may be a little confused," states the ad, an open letter from NAA president and CEO John E Sturm to the advertising community "You may be trying to figure out why a medium that has just registered flat sales from one season to the next is seen as successful and why advertisers are content to pay more for increased clutter and declining audiences."

Sturm said the ad was in response to a June 17 piece by Times advertising columnist Stuart Elliott about this year's upfront buys, the commercial time sold by the broadcast TV networks in advance of the 1998-99 season. ABC, CBS, Fox and NBC sold $6.05 billion to $6.1 billion in ads for the period, about $50 million more than last year Elliott reported. If UPN and WB are included. the upfront sales went to $6.4 billion to $6.5 billion, about $150 million to $200 million more than a year earlier.

"In many industries, of course, flattish sales would be cause for concern rather than celebration," Elliott wrote. …

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