"When one door closes another door opens; but we so often look so long and so regretfully upon the closed door, that we do not see the ones which open for us."
-Alexander Graham Bell


Three years ago the halls at the NAB and Promax conferences were abuzz with worry. Broadcasting was in real trouble. In 2003, Forrester Research predicted that digital video recording devices would be in 25.7% of all households by 2007. DVRs were going to kill the broadcast advertising business, and everyone was scrambling to change their program models to adapt. Well, where we are in 2007 and Neilsen lists DVR penetration at just 17%.

New media technology predictions are consistent in their inconsistency. They predict that promising technology will quickly change the media game. But just as bad, they miss sleeper technology that changes the game overnight. Fifteen years ago, who could have predicted the internet would morph into services like MySpace, and that advertising would be forced to completely reinvent itself because of a tiny start-up company named Google.

The good news about the future is that broadcasting is going to be just fine for quite a few years to come. The profit margins are still obscenely lucrative. Most businesses would love to have our margins. The big change for most of us on the front lines will be broadcast's transition from growing profits to steadily declining profits. Controlling expenses will be continue to be priority one in the coming years.

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In This Issue
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Promo of the Day
Fragmented Promotion - Why Less is More
Marketing Movers
Word of Mouth Most Trusted, Survey Finds
TV Guide Intros New Campaign
Fox News to Boost Online Video
Hannity Crowned Best Radio Personality
Matthews Blasts Bush & Co.
Lynne Cheney to Appear on Daily Show
Daily Show Launches Another Spin-Off
CBS 'Jingles' All the Way
Print Ads Get Innovative
Analysts Predict Google Shares to Hit $700
Ellen, AOL Wish You Were Here
About.com Expands Health Content
'Onslaught' Ad Wins Praise
'Brick Baby' Ad Ruled OK
Anti-Obesity Ad Spoofs Sen. Craig
Online is the Consumer Choice for Music Videos
Zucker Bemoans Piracy Damages
Record Labels Win Piracy Suit
Fun "Facts"

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In This Issue
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Promo of the Day
Marketing Movers
BBC Brings News to America
ABC Expands Foreign Bureaus
ABC Slips Past CBS
National Ratings
Showtime Debut Tops 1 Mil
Top Shows for Product Placement
CBS Mashes Up with EyeLab
Mobile Phones Scores Low for Web 2.0 in Study
Such is Lifecasting
NAB Rolls Out Digital Deadline Campaign
Dove's New Viral Video Makes Wave on Web
Watchdogs Call Out Chevron on Ad Campaign
Playboy Embraces Online Presence
In Sign of Confidence, Clinton Airs Vicious Attack Ads about Herself

Person to oversee the internal and external marketing of WRAL.com - with emphasis on in-site promotion, design, and usability.  The successful candidate will be responsible for developing, implementing, and evaluating marketing programs that focus on promotion of site content without harming user experience; ensure effective creative development and execution, and lead the email and search marketing campaigns; will also be expected to increase web site stickiness and conversion rates through the creation, implementation, and project management of new marketing initiatives.

Are you a creative superstar with exceptional editing capabilities?  Can you write with style and a sense of humor?  Superstation WGN seeks a highly motivated promo-sapian ready to make the jump to a national cable network.  Our entertainment & sports lineup offer great creative challenges along with the rare opportunity to have your work seen all over the country . . . and just think - you'll never have to promote news again!  If you're an experienced non-linear editor with strong writing skills, a good ear for music and the ability to handle stress with a sense of humor, we want to hear from you!

NBC 30 is looking for a Creative Services Writer/Producer.  The emphasis is on "Creative." NBC30's Promotion Team is looking for skilled photographer/editors who want to see their creativity better utilized in stand-out, exciting promos.

I know you are out there-Just haven't found you yet.  We are WAVY-TV(NBC) and WVBT-TV(Fox 43)the most watched news operation in Norfolk, VA.  Come live at the beach!  Our Team seeks a passionate self-starter with proven writing, producing and editing skills to join creative crew.  Do you have a killer reel?  Prefer concept over "news topicals" and want a dayside shift?  Then reply today!

The primary focus of the Producer is to produce, write and gather information and graphics for clients and/or newscasts under the direction of an executive producer, assistant new director or news director.

Media General is developing a state of the art central graphics operation in Richmond, VA that will service all of our 23 broadcast properties with graphic art.  This innovative, creative environment will be an artistic, collaborative, and instructive community with opportunity to work in all disciplines of graphics, learn new skills, and grow their talent to higher levels.

WISH-TV, WNDY and WIIH, the LIN Television stations of Indianapolis, are seeking a  broadcast graphic designer/ animator with a minimum of 3 years of television experience.  Candidate must be a strong designer with both still graphics and animation.  We are a Mac-based art department.

Design and produce on-air graphics and animations for WCIU & WWME-TV.  Experience in television design production and post-production.  Develop print materials, billboard, ads, sales brochures, and event signage. 

Start your career with ABC26 WGNO/CW38 WNOL.  We are looking for a creative, energetic, original thinker with strong design skills to join our staff.  The successful candidate must be proficient with Photoshop, After Effects, and Illustrator.  Strong animation skills and website knowledge a plus.

WISH-TV/WNDY-TV has a rare opening for a top multi-platform AE.  Ideal candidate will have 3+ years broadcast sales experience, excel at maintaining and growing existing accounts as well as developing new business.   Also required is the ability to sell promotions, sports and specials (including the World Champion Colts and NCAA) and internet.

So the newsroom has kicked butt and delivered some fantastic coverage on a news story that directly reinforces the brand position.  It's time for a proof-of-performance promo. Your promo department instantaneously creates a POP and blankets the airwaves.  So how long should it run?  A couple of days? A week?  A month?  At most stations, the answer to this question is quite random.   Most news staffers would set the run at no more than a couple of days.  Most promo departments would tell you at least a week. 

At most stations, a "gut check" is about as scientific as it gets when deciphering the complicated science of advertising saturation levels.  After the promo has been on the air for a given amount of time, we "feel" it's run its course and is ready for retirement.  Most stations badly underestimate the run times and badly overestimate the saturation levels for promos.

KMSP FOX 9 (FOX O&O) in Minneapolis is looking for a dynamic Promotion Manager.  Duties include overseeing and executing the station marketing plan including news image, programming, community services, and website.

This position works closely with the Marketing Director in the development and execution of multi-media station campaigns.  You are the brand expert and responsible for maintaining the station brand on all marketing elements on-air, web, print, radio and new media.  You will manage multiple projects and take an idea from concept to completion in a fast paced, creative environment.