Thursday, June 24, 2004
  • Advertisers Plan First Enhanced TV Meeting, Generate Keen Interest, Some Anxiety

    A group of the nation's largest television advertisers plans to meet next month to begin formalizing an agenda for what is expected to be the most ambitious tests yet of so-called enhanced TV advertising formats. The group, which now includes about a dozen marketers, including such heavyweights as Kraft, Procter & Gamble, Unilever and Wachovia, is being organized by the Association of National Advertisers, will be the first of its kind, combining the resources and sharing information in an open market forum to jump start Madison Avenue's involvement with such things as addressable television, video-on-demand, and digital video recorders. ...Read the whole story

  • Mag Researcher To Gauge Reader Involvement, Ad Effectiveness

    Media research firm Affinity LLC--which made noise recently with its claims to advertisers about a means to test print copy in a more efficient manner--announced the launch of Vista, a new syndicated research product that promises to address two major needs of advertisers, by measuring reader involvement and advertising effectiveness for magazines. ...Read the whole story

  • Syndication Upfront: Healthy But Slow Going

    With the broadcast upfront done and cable lurching toward a conclusion, now it's syndication's time in the sun. ...Read the whole story