Learmonth, Michael
May 2006
Daily Variety;5/19/2006, Vol. 291 Issue 35, p4
Trade Publication
The article reports that CW Network Television in the U.S. had revealed a new approach in advertising format. The network will be developing the so-called Content Wraps, which is a mini-drama bristling with product placements that will be aired in three parts in the commercial breaks. Dawn Ostroff, network president, said this is a great opportunity for the advertiser to endorse their brand in a nontraditional means to build a meaningful consumer connection. INSET: New on CW.


Related Articles

  • A Content Analysis of the 'Fine Print' in Television Advertising. Kolbe, Richard H.; Muehling, Darrel D. // Journal of Current Issues & Research in Advertising (CTC Press);Fall92, Vol. 14 Issue 2, p47 

    This study examines the nature of "fine print" footnotes appearing in prime-time television advertising. Using content-analysis procedures, the objective was to appraise the practice of footnoting by examining its prevalence, as well as the temporal qualities, types of footnotes, and network,...

  • Falling down in an ugly upfront. Friedman, Wayne; Goetzl, David // Advertising Age;7/2/2001, Vol. 72 Issue 27, p10 

    The article reports on the state of the television advertising market in the U.S. in 2001. Key issues discussed include the decline in the television upfront advertising market, data on the primetime upfront market and predictions for an advertising market turnaround during the second quarter of...

  • The cog's escape.  // B&T Weekly;9/24/2004, Vol. 54 Issue 2490, p22 

    Features the advertisement "Cog" conceptualized by New Zealand Lotteries Commission. Theme of the advertisement; Technology used in broadcast design; Awards.

  • The drama of cricket.  // B&T Weekly;9/24/2004, Vol. 54 Issue 2490, p22 

    Features the advertisement "The Wide World of Sports 2004" broadcast by Nine Network. Theme of the advertisement; Technology used in broadcast advertising; Awards.

  • Humour wins at Australian Open.  // B&T Weekly;9/24/2004, Vol. 54 Issue 2490, p22 

    Features the advertisement "Australian Open Tennis 2004 promotions" broadcast by Seven Network. Theme of the advertisement; Technology used in broadcast advertising; Awards.

  • CW's Content Wraps May Keep DVR Viewer Interest. Consoli, John // MediaWeek;1/29/2007, Vol. 17 Issue 5, p4 

    The article focuses on cable network CW's advertising in form of content wraps. The content wraps are serialized vignettes--which feature one product--that are shown for two minute time spans at several intervals throughout the show. Several examples are included. Data from the Nielson Media...

  • For Networks, the Shows Will Go On. Consoli, John // Adweek;2/18/2008, Vol. 49 Issue 5, p8 

    The article reports that all television networks will be open for upfront business during the week of May 12-15, 2008, despite delayed production for new pilots due to the Writers Guild of America strike. It is expected that instead of new show clips the presentations will be sales focused on...

  • Radio Live. Rollins, Rich // AdMedia;Aug2005, Vol. 20 Issue 7, p29 

    Focuses on a television advertisement created for Radio Live which features an unrehearsed dialogue from subjects. Challenges on making the commercial.

  • Boom Time in Sin City. Edry, Sharon // Television Week;10/25/2004, Vol. 23 Issue 43, p28 

    Focuses on the sales of local cable advertising in Las Vegas, Nevada. Factors that contributed to strong market sales; Challenge facing cable television in terms of advertising sales; Business incentives unique in the city.


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics