• Ad Age, Tuesday, July 18, 2006 12 PM

CBS is trying to ensure that Katie Couric starts off with strong ratings when she moves into the evening news anchor's chair in September, Ad Age reports. The network will roll out a slew of ads on cable news outlets, getting around restrictions that prevent rival outlets from buying time on each other by going through local cable systems. Closer to the start date, the Tiffany Network will flex the full promotional muscle of its corporate parent, using CBS outdoor and CBS Radio. It's even slapping Couric's face on New York City buses. Couric has already started appearing in ads with current anchor Bob Schieffer to explain the change. Soon, she will appear on air to talk about her news philosophy and approach to the job. CBS is also working to improve the lead-in for the evening news, as its stations are traditionally weaker than its rivals.

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