• Reuters via Yahoo!, Wednesday, July 25, 2007 10:16 AM

In its first on-air pitch for an advertiser, CNN Headline News talk show host Glenn Beck was plugging for one of his radio sponsors, breaking from the network's standard practice.

The right-wing host touted Select Comfort mattresses during three different shows that aired earlier this summer. The on-air plug was part of a media buy by Select Comfort and required no additional fees to CNN. Select Comfort is a sponsor of Beck's nationally syndicated talk radio show.

A Headline News spokesman says Beck's program is a "point-of-view" show and not a traditional newscast. And the network will "evaluate advertiser interest" in more and similar arrangements for Beck and other Headline News shows, like "Nancy Grace" and "Showbiz Tonight."

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