• Variety, Monday, October 1, 2007 10:16 AM

As part of a pricey launch for its fall series, NBC wrapped ads promoting "Heroes," "Journeyman" and "Chuck" around multiple sections of The New York Times and Los Angeles Times--and managed to upset some of their intended targets. Some customers in the Big Apple got their paper late, while readers of both sheets were annoyed by having to tear away ads before reading the news. This is one example of how networks, looking for new ways to break through, can risk turning off the very audience they want.

The big nets typically shell out $35 million to $50 million a year to support the new schedule, and they say much of the push just has to be intrusive in order to gain traction. CBS has put ads for its lineup on the price labels on sliced meats, while ABC laminated flowers on New York taxis to promote "Pushing Daisies." Meanwhile, Fox sent fake news trucks out to tout "Back to You," and CW, with the smallest budget, passed out nail files for "Gossip Girl."

"Everybody seems to be selling every piece of everything," says CBS Marketing Group chief George Schweitzer. "The baggage carousel, the bathroom door, the shower door in the health club, building ceilings. You can buy everything." Most of the nets claim marketing spending is flat year-over-year, and that means a more creative, viral approach to get people talking.

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