Radio network Clear Channel is standing pat with its initiative to reduce advertising clutter by selling fewer advertising minutes per hour while raising rates. Despite a 7% drop in revenues during the first quarter of 2005, the company is reporting higher ratings, and last month saw a 6% to 8% rise in revenue per commercial minute.
NBC's "The Office" didn't do very well in the ratings, but the comedy show has been renewed -- primarily because it's popular with wealthy people. Networks increasingly are looking at the net worth of viewers as a way to justify higher advertising rates.
Marketers seeking young male consumers increasingly are finding themselves steered toward video game advertising. New media agencies are springing up to navigate the non-traditional specialty area of buying advertising and product placement space in popular video games.
Firms that can't afford a full-blown marketing campaign should seek publicity from routes other than advertising, such as the media, experts say. Give the media a reason to cover your business, a useful service or product, for instance, and keep your message succinct.
The FCC said it will re-examine its ownership rules for the cable industry. The announcement, four years after a U.S. appeals court struck down earlier regulations, suggests the feds think that recent consolidation in the industry justifies new limits on ownership and market penetration.