CBS Picks 'People' Promotion

This campaign is taking over.

ABC Television promoted its fall season by sponsoring an entire issue of TV Guide. The network had 21 pages of advertising in the August 25 magazine. Now CBS is employing the same technique in a different publication.

The September 22 edition of People Magazine will contain 20 pages promoting the fall slate for CBS. The spread will contain consecutive gatefolds, spreads and right-hand pages. Copy on each page will link one section to the next.

This is the first time CBS has put its entire fall schedule print budget into a single publication. It is also the first time People has granted exclusive broadcast advertisement to a single network. The issue goes on sale September 12.

The original article is from Mediaweek.

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