By: Staff reports
Top Print, Online, Broadcast Outlets In 3 Largest Markets
by Lucia Moses
With its acquisition of Times Mirror Co., Tribune Co. now has a lineup
that’s unique in the media business: top print, online, and broadcast
properties in New York, Los Angeles and Chicago, the country’s three
largest markets. Going into the deal, Tribune’s plan was to cross-sell
advertising in all those media across the three markets. With the ink
on the deal barely dry, that cross-sales effort is already starting
to bear fruit.
In New York, Tribune recently sold two ad packages totaling $210,000
in print, TV and online. The company’s Hartford (Conn.) Courant and
Hartford Fox affiliate WTIC-TV are hawking multimedia ad deals around
three local sports events they will co-sponsor later this year.
Tribune’s Los Angeles Times and WB affiliate KTLA-TV are pursuing
‘We’re off to a fast start,’ said David Murphy, president of Tribune
Media Net, which was formed after the merger to pursue national ad
deals. Tribune projects its cross-media deals will reap $16 million
in revenue in 2001 – small change for a $7 billion company, but a
business that Murphy expects will ‘grow significantly.’
Media buyers said they welcome the chance to buy cross-media packages.
‘We’re all looking for marketing opportunities to grab people’s
attention. There’s definitely a realization that you want to do
more than run just spots,’ said Mickey Marks, a media buyer with
Creative Media in New York.
To make multimedia deals work, media companies must avoid the
mistakes of the past, when they had a tendency to ‘throw in a
couple of dogs with what’s considered more marketable assets,’
Murphy said he recognizes that one-size-fits-all packages won’t work.
Judging from Tribune’s experience in its home base, Chicago, which
expects to do $7-10 million in such deals this year, the ideal
advertising candidates are those with specific needs, such as
companies entering the market, reacting to new competitors or
relaunching a brand or product, he said.
Summit Media, which purchased a Tribune cross-media package in New
York to promote its new ‘Pok?mon’ stage show, found the package
worked so well that it plans to repeat the campaign in September,
said Shelly Hirsch, CEO of Summit, the master licensee of Pok?mon.
The campaign combined a skit and promo that aired during Tribune WB
affiliate WPIX-TV’s newscast directing viewers to the station’s Web
site, WB11.com; an online ad; and a print ad in Tribune’s newly
acquired Long Island daily, Newsday. Summit wasn’t interested in the
print buy at first, but Tribune’s offer was ‘very attractive,’ Hirsch
said. He explained that in the first week the campaign ran, tickets
sold at twice the rate that the venue, Radio City Music Hall, usually
experiences when announcing a new show. Tribune will further benefit
when ‘Pok?mon’ does a cross-country campaign that will include many
cities in which Tribune has media properties, he said.
‘The world is changing,’ Hirsch said. ‘You need to bounce off various
media to drive the message home.’
Other elements of the Times Mirror acquisition are taking shape.
Tribune has begun rolling out its hallmark strategy of cross-promoting
and sharing content between its TV stations and newly acquired
newspapers. Newsday has been running promotional ads on WPIX, and vice
versa, for the past two months. Last week, the Courant started
promoting that evening’s news stories on WTIC, while the station began
running a 45-second spot featuring the next morning’s Courant headlines.
Lucia Moses (email@example.com) is an associate editor for E&P.
(c) Copyright 2000, Editor & Publisher