• Ad Age, Thursday, June 15, 2006 11 AM

Katie Couric has brought in $15 million to CBS without even getting behind the anchor desk, Ad Age reports. "Katie probably paid for herself in the first week of our upfront," says CEO Les Moonves. "We brought in about $15 million more for the 'Early Evening News' in the first week." Coincidentally, that is the annual salary Couric is set to receive. Ad Age notes that when it was announced that Couric was shifting to CBS, media-agency executives played down the significance of the move, and said they didn't expect an uptick in sales as a result. But a few weeks ago, CBS claimed it had been contacted by advertisers who aren't usually on the evening news--"an indication of more interest than folks had been letting on."

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