Sex and Marketing

Albiniak, Paige
June 2003
Broadcasting & Cable;6/23/2003, Vol. 133 Issue 25, p18
The article reports on the marketing strategy implemented by cable television network HBO for the launch of the program 'Sex and the City.' From way back, HBO spent heavily on marketing, figuring it was hard enough to get people to pay for basic television and a real leap to have them pay even more for what was then mainly a movie channel. Paid media is important for HBO. It buys local spot in New York and Los Angeles (the networks won't take national ads from a channel they consider a major competitor). HBO now spends $150 million annually. According to HBO it will send out marketing materials with HBO all over it and the cable company's logo on the back.


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