'Sopranos' hits the right notes

Rosenberg, Janice
March 2000
Advertising Age;3/20/2000, Vol. 71 Issue 12, special section ps4
Trade Publication
This article deals with the marketing campaign developed by HBO executives for the release of the second season of the TV program "The Sopranos." The release of the second season of the program on January 16, 2000 paid off, drawing 7.6 million viewers. According to HBO Vice President-Marketing Roberta Mell, the success was due to the totality of the marketing plan and how it came together. The campaign, aimed at attracting subscribers to the cable network, has stretched the use of traditional media and linked "The Sopranos" firmly to HBO. The venture covered all the usual media, but each effort received a twist.


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