BULKY DOCUMENTS
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`(Exceeds 100 pages)
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`Proceeding/Serial No: 91 1 91 1 78
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`Filed: 7[21[2011
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`I
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`Title: OPPOSER ’S SUBMISSION OF TESTIMONY
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`DEPOSITION TRANSCRIPTS AND ASSOCL4 TED
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`EXHIBITS (BOX 22
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`91191178
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`LISTENINGA DIEN E,
`Is it Big Enough for National Adv
`ertisers? One rep firm says yes,
`and crosses over into the Internet space to sell to them.
`
`-“.~_gez;-;
`
`.1
`«
`.
`_
`. Contact Mike at:
`-.‘
`3;,’ pg? Mike.ngovmu@kutzmtemctrve.com
`
`
`been able to estimate and extrapolate.
`In this space, compared to traditional
`Radio or television, the number of lis-
`teners is less important than the type
`of listeners. For example, if an adver-
`tiser knew he could reach 10,000 peo-
`ple in his demo, he might have an easier
`time placing a buy with that particu-
`lar medium. It's a lot easier sell than
`
`
`
`"our stations deliver 10,000 total lis-
`
`teners between 10 a.m. and 3 p.m.,
`Monday through Saturday." In the In-
`ternet space, you can tell exactly who
`listens to an ad and when they listen.
`Internet Radio is still in its infan-
`
`cy so it’s still tough for one Internet
`
`ternet advertising has over traditional
`Radio and television advertising that
`could toss the old CPP and CPM mod-
`
`els on their ears. Targetability.
`Katz Interactive Marketing has cre-
`ated the Katz Streaming Media Sales
`Network. This new arm of Katz is en-
`
`_tirely‘dedicated to selling national ads
`on Internet Audio Websites like
`akoo.com, Everstream, NetRadio and
`Discjockeycorn.
`’
`Katz already has an eight-person sales
`staff in place with plans to take it to 10.
`Katz wants to take its 112-year-old rep-
`utation to a national advertiser and say,
`for example, “we represent Everstream
`and can Stream your 50-second or 60-
`, second spot to 750 males aged 18-24."
`Targetability traditional media has only
`
`STREAMING MAGAZINE I August 2000
`KATZ000609
`
`was only a matter of time
`
`it before the InternetAudio
`
`audience grew to a -re-
`spectable number. And, de-
`spite still challenging technology, it
`seems as if that time may have arrived.
`With the advent of ad-insertion tech-
`nology, and new entrants into the In-
`ternet player space almost daily, the
`time has also arrived for advertisers to
`start taking Internet Audio advertising
`
`
`
`
`Contact Gerry at:
`p , v _ Gerry.huehtne@|tutzinteructive.corn
`
`
`
`more seriously. As time goes on, and
`technology continues to improve, lis-
`tenership can only continue to grow.
`V And, there is one distinct advantage In-
`
`20
`
`

`
`
`
`teners now floating around the Web?
`And, how many is enough? That's an
`issue for the advertiser, according to
`Mike Agovino, also a managing p
`-
`net for Katz Interactive Marketing.
`“We're working on a couple of things
`now where people want something very
`specific,” he says. "When they want
`something specific, it takes a deal we
`might do for a million impressions a
`month down to feeling comfortable
`doing a quarter of a million. It then
`becomes an issue for the advertiser. Is ‘it
`
`determine how many ads they can serve
`to that target and know exactly when
`they are served.
`_
`So what is the number of Audio lis-
`
`Lir
`
`," 1'
`
`°-»-.'
`
`station or Audio Website to be able
`to provide an advertiser with the kind v
`of target listeners it would need to con-
`worth it from their standpoint to invest
`sider placing a buy. That's where Kati
`the time and everything else to only get
`comes in. “We thought the opportu-
`a quarter of a million impressions a
`nity was huge for someone to step in
`month? If there is no targeting in the
`and say we can take all that audience
`campaign and iris just a run ofour net-
`and aggregate it to the national ad-
`work, we are charging a $35 CPO. Any-
`vertisers so it is a point ofcritical mass,"
`thing beyond that — demographic,
`says Gerry Boehme, a managing part-
`geographic, channel specific, site spe-
`"We thought the opportunity was huge for
`someone to step in and say we can
`take all that audience
`and aggregate it to the_national advertisers
`so it is a point of Cl"ltlCal mass."
`— Gerry Boehme, Katz Interactive Marketing
`net for Katz Interactive Marketin . "It
`
`is a number the advertiser would look
`
`,1.......--....._......... ___ .. _
`
`
`
`
`
`
`
`
`
`at and say that if one organization could
`deliver this amount of audience in a
`targeted manner and be able to han-
`dle all the details, it would be a huge
`benefit to the advertisers and Stream-
`
`ing companies.” It's really a mystery
`why more advertising hasn’t been
`placed on the Internet. Because once
`
`they define their target, advertisers can
`
`August 2000 I STREAMING MAGAZINE
`www.streamingmagazinecom
`
`cific — is getting $50 and more."
`The Internet Audio rep business is
`becoming a crowded space (see page
`22) with a handful of companies com-
`ing out of the gate offering these serv-
`ices. It's a sign that listenership
`continues to grow on the Web and na-
`tional advertisers are starting to take
`Internet Audio advertising more se-I
`riously than they did just a few
`months ago.
`
`—. nunnnub
`
`Akoo
`
`V
`
`21
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`KATZ000610-
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`

`
`
`
`Katz Interactive Marketing
`signs NetRadio.com
`
`Katz interactive Marketing announced it
`has signed with NetFtadio.com (O:NETFt),
`which weboasts 100+ formats on the net.
`
`Katz Streaming Media Sales is adding
`NetRadio to its Network of national adver-
`tisers. Streaming audio ads will be tar-
`geted by format, rather than individual
`profiles, as has been the recent hype with
`streaming aggregators such as Hiwire.
`More than 2.5M unique visitors visit
`NetRadio several times per month.-CM
`
`KATZ000611
`
`
`
`Jialy 31, 2000
`Volume 17, Issue 31
`
`
`
`1
`
`

`
`CABLEVISION
`
`JULY I7. 2000
`
`
`
`The Survival of the Fittest
`
`_
`
`Interactive and Web ad sales are just two tools that can boost operators’ chances to combat competition from DB5
`BY HM FORKAN
`digital cable more to stem erosion by DBS
`_ One, won't be in the interactive-advertising
`vanguard, but noted that the company has
`than to sell spots. said Cox Communications
`able-system sales executives cer-
`been working with Netgateway to learn the
`VP Billy Farina at another panel.
`tainly aren't marooned on an isolat-
`ed South China Sea island off
`As for the satellite folks, an indication of
`local Web ad-sales business: “We're certainly
`Borneo like the contestants on CBS‘ Survivor
`not paying our own way yet." Netgateway is
`the importance they attach to such tech inno-
`vations can be seen in the Satellite Broad-
`series. But they are engaged in their own
`rolling out its local electronic-commerce
`Darwinian battle for survival of the fittest-
`cable affiliations under Jerry Czuchna, VP
`for which they picked up some pointers dur-
`ing the Local Cable Sales Management
`Conference in Denver.
`At last month's Cabletelevision Advertis-
`ing Bureau confab—-Comcast senior VP File-
`mon Lopez, AT&'l‘ Broadband senior VP
`Judi Heady. Adelphia VP Jack Olson, Cable
`One VP Ron Pancratz and Charter Commu-
`
`casting & Communications Association's
`
`nications VP Wes'Hart discussed “Minding
`the Store. Today & Tomorrow." But lots of
`unanswered questions remain when it comes
`to coping with change. in the form of innova-
`tions like interactive advertising.
`I
`
`DB5 and WW
`Like Maximus allying with other combatants
`to overcome Commodus' charioteers in the
`Roman arena in Gladiator, cable operators
`are joining forces with companies in the
`interactive and lntemet fields to outdo broad-
`cuters and satellite providers.
`Cable is “the only industry that has the
`ability to tie the lntemet and interactivity
`together." in Har1.’s view. “If we don't kick
`ass, it's our fault." By standing still in terms
`of developing interactive and other services,
`“we may get passed by” by satellite TV, he
`warned. "The loss of [cable] homes to DB5
`is staggering.” he contended.
`Heady too expressed concern about DBS:
`“I hate it when I see those dishes [in my
`neighborhood] but...l don't think we’ve nec-
`essarily lost some of our best households." In
`fact. she felt digital cable and Internet access
`are helping operators recapture some of those
`defectors.
`For now at least, MSOS are deploying
`
`to:
`
`CABLEVISIONJULY t7,2ooo
`
`lntmtlutittg
`Electronic latnl Invoicing
`(AB Booth '20
`1?‘
`
`Cutting dawn on hassles for agency buyers instead of cutting down u-ees,Vid¢e Networks Inc. Used’ fill!
`illusu-.m'on at in CA! Local exhibit booth to can attention to its ofiaring electronic invoicing en able
`oper:mrx.VNl points to is success with paperless transactions at system: represented by National Cable
`Communications.
`
`trumpeting the live two-way interactive serv-
`ices due at its Las Vegas conference later this
`month as “the next great retail frontier."
`Pancratz admitted that his MSO. Cable
`
`and general manager of its CableCommerce
`division since last spring. He had been a Net-
`gateway consultant since leaving Jones Inter-
`cable as VP of ad‘sales in 1998.
`
`-~KATZ000612~
`
`€
`

`
`
`
`Mo’ Time, Mo’ Money
`“We’re still
`in the midst of sev.eral very
`healthy years," Olson said. “All levels of our
`business have grown," he added, from local
`to national and regional spot sales.
`But that doesn’t mean MSOs aren't as
`hungry for more inventory as the Survivor
`contestants are for a decent home-cooked
`meal that excludes larvae and rat-burgers.
`True,
`the issue of getting more local
`avails from the nctworks—-prominent when
`CAB Local last held forth in Denver two
`years ago-—was limited to a brief reaction to
`a query from the floor during the MSO pan-
`el’s Q&A segment. But when Heady said,
`“We would like more inventory,” the audi-
`ence broke out in applause. Hart and Olson,
`also indicated support.
`Taking the next, seemingly logical step,
`Rainbow-Interactive director of sales Jim
`Hoffman speculated that in five years, affili-
`ates might be selling local inventory within
`networks‘ Web sites, just as they do now
`within networks’ cable programs. But Farina
`wondered whether networks would be will-
`‘ ing to allocate local avails on those sites.
`Video Networks Inc. announced at its
`CAB Local booth that it's now expanding
`local electronic invoicing to cable operators
`well beyond those represented by National
`Cable Communications. VNI VP Dana
`Michaelis said that VNI and NCC have great-
`ly improved order—reconciliation time and
`‘ accuracy for the rep firm’s 1,300 systems in
`174 markets.
`But much remains to be done. As Andrew
`Ward, NCC’s exec VP and director of sales,
`pointed out, 90 percent of NCC's markets
`now have electronic—invoicing capabilities,
`but only 50 percent are actually compliant.
`
`Up with Numbers
`With all the dramatic technology changes
`taking place at the local cable system level,
`it’s time the audience research firms caught
`up, said Jefi Boehme, NCC’s V? of research
`and marketing.
`During a local cable ratings panel, the rat-
`ings game’s big _ three-—-Nielsen Media
`Research, Adcom Information Services and
`
`Arbitron—-sought to show that they’re doing
`just that. Nielsen general manager of national
`services and emerging markets Susan Whit-
`ing pointed to its efforts to measure audi-
`ences in the convergent, multichannel era via
`separate alliances with Microsoft, T1Vo,
`ReplayTV, MSOS and, most recently, with
`fellow researcher Arbitron.
`Arbitron cable VP and general manager
`
`the only ‘i
`“(Cable
`industry that has the
`ability to tie the
`Internet and
`
`interactivity
`together. . .If we cl0n’t
`« kick ass, it’s our
`fault.”
`—Wes Hart.
`Charter CommunicationsVP
`
`ADVERTISING NEWS AND TRENDS
`
`One company that's already looking at
`using set-top boxes for gathering ratings data
`is Next Century Media, whose joint venture
`in association with Millennium Networks is
`called CableClik. Next Century has hitherto
`been known for trying to promote address-
`able advertising via cable.
`In the fast-changing TV world, Whiting
`said, new issues will grow in importance-
`such as, “What counts as viewing” if a con-
`sumer is doing multiple things on the same
`screen?
`
`New Cable/“Classic” Cable
`Operators left the Mile-High gabfest buoyed
`by projections that the advertising boom will
`continue into the foreseeable future, so they
`can be forgiven if they're feeling as unsink-
`able as Molly Brown, the flamboyant Titanic
`survivor whose nearby Denver mansion is a
`tourist attraction. But they’d be wise to keep
`an eye peeled for potential icebergs, since
`even “the view from the top"—as CAB VP of
`local sales and marketing Kevin Barry»
`described the “Minding the Store” panel of
`live MSO sales execs-—is not always clear.
`As they continue fending off challengers,
`the MSO honchos agreed their core ad-sales
`business—built around the traditional 30-
`second spot—is unlikely to disappear any-
`time soon. But, to borrow another movie
`title, no one wants to be a Dinosaur. So the
`MSOs also concurred that they must prepare
`for the future without neglecting the present
`or ignoring lessons of the past.
`Lopez felt that MSO management will be
`looking to ad sales to “defray some of the
`costs” in deploying the digital boxes, which
`he put at $200 per box. 'I'hat’s despite the fact
`that, five years hence, digital-cable penetra-
`tion will approach the 50 percent mark, with
`just 30 percent of those homes interactive-
`enhanced. That means the boxes will “still
`not be widely enough distributed to make
`interactive advertising a play," he cautioned.
`Perhaps mindful of Coca-Cola’s famous
`“New Coke” fiasco-—-which was ameliorated
`by the return of “Classic Coke"-the MSO
`execs agreed with Lopez that, even as they
`keep up with “whizbang things” like interac-
`
`Kevin Smith touted its plans to test the
`“Portable People Meter,“ a beeper—sized
`device that will provide data on consumers’
`TV, cable and radio usage—both inside and
`outside the home. Its first U.S. test, involving
`300 adults, will be conducted in the Philadel-
`phia/Wilmington, Del.-, area starting this
`fall——with Nielsen’s help.
`Adcorn CEO Bill Livek said his company
`and investors GE Capital and WPP Group
`have invested $30 million in its local cable
`ratings system and plan to add another $20
`million. So far. 15 of the top 25 ad agencies
`have said they’ll use Adcom data in planning
`their buys in its three markets, he added.
`Smith felt the new digital set-top boxes
`should also prove helpful in ratings measure- 4
`ment-—some day. That's “clearly a piece" of
`the ratings puzzle, he said, noting that opera-
`tors must pressure the vendors to program
`the boxes with that in mind.
`
`I03
`JULY I7, 2000CABLE\/lSlON
`KATZ0006l3
`
`

`
`
`
`tive ads, they also must be wary of “getting
`distracted with these bells and whistles...We
`
`still have to mind the store as it is today.”
`Still, Olson said (echoing a remark made
`earlier by motivational speaker Janet Lapp)
`
`like Kraft General Foods.
`
`AT&T’s VP of national ad sales, Marc
`Favaro, added that the MSO’s test will start
`with two markets,
`then grow to six by
`I year's end.
`
`
`
`NCC's Ward pointed out during a session on
`“managing agency business so you'll be the
`first choice, not the last.” As he pointed out,
`“Ten years ago, we were not on line.”
`But just as many agency buyers complain
`about the difficulties in buying local and spot
`cable time, Kevin Bartlett, national/regional
`sales manager at 'l”ime Warner Cable of
`Albany, N.Y., said the agency side is encum-
`bered by its own Rubik's Cube-like
`media-buying
`decision-making
`process.
`
`,
`
`Selling the Sellers
`One of many brochures available
`at CAB Local hotels plugged
`Coors Tours in nearby Golden,
`Colo. Like Coors’ advertising theme “Tap
`the Rockies," attendees tapped the CAB
`Local for sales ideas to take back with
`
`them, ideas that could help assure that
`their sales momentum will continue.
`
`A
`
`.'
`
`In the panel on integrated mar-
`' keting solutions,
`'
`for example,
`’ Comedy Central VP of affiliate ad
`sales Kurt Greves and NCC director
`
`'
`
`"
`
`of sales and promotions Lori Green-
`wood suggested MSOs seek out
`more clients like Snapple beverage
`and Hitachi that could drive net-
`
`work and spot dollars down to the
`system level. Elsewhere during
`the
`gathering.
`operators were
`reminded anew about generating more
`local sales not only with such network sales
`promotion tie-ins, but also via photoclassi-
`fled (aka video publishing) channels, digital
`ad insertion, and, for the newer digital tiers,
`digital-into-digital insertion.
`In the political arena, Adtec Digital,
`Nashville. Tenn., is offering to rent additional
`ad insertion channels for $2,000 each to “max-
`imize [operators’] political ad sales.“
`Of course, the way political’s been trend-
`ing, not many ops may take the vendor up on
`that offer.
`A
`
`But generally, the shrewdest cable opera-
`tors that make the best use of these and other
`tools available to them stand to emerge with
`the big bucks—just like on Survivor-
`
`KATZ000614
`
`Cable can’: sit back and relax as long as DB5 companies and retailers like RCA and Radioshack are
`aggressively marketing DirecTV and other brands, key MSO execs maintain.
`
`that Gen. Colin Powell said he makes deci-
`
`sions based on 60 percent of the data since he
`can’t wait for l0O percent. “We can’t wait"
`for all the_ information before proceeding on
`interactive, Olson said. “We can figure it out
`as we go."
`“We’re rolling out [interactive ad] tests
`in the next couple of months" in unspeci-
`fied markets, said A'I'&T’s Heady. “The
`purpose of our testing is to find out what
`works, what doesn’t“ for its half-dozen pre-
`viously signed media alliance advertisers,
`
`I O4
`
`CABLEWSIONJULY I 7, 2000
`
`Is the Price Right?
`it always
`For both buyers and sellers,
`comes down to money. As for how much
`extra clients may be willing to pay for
`interactivity and other enhancements,
`Lopez wondered, “Will [advertising] peo-
`ple pay a premium? Perhaps. How much?
`Who knows?”
`
`“Advertisers will be willing to ante up,”
`Farina felt, “but they won't be willing to ante
`up the premium we think it deserves."
`Local/spot cable has come a long way,
`
`

`
`
`
`‘
`
`> _'
`
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`
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`'''... ’
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`I-«'1,»-v
`-
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`
`r
`
`7
`
`VOLUME 2
`See BROADBAND WEEK -Page 39
`
`1 - NUMBER 32 - AUGUST 7. 2000 - $4.00
`
`
`
`www.n-iultichannel.com
`
`
`
`
`
`--
`
`.
`NCO
`Derek Smith has joined
`the Consolidated intercon-
`
`nect Division of National
`Cable Communications as
`
`national inventory manager.
`He had been on NCC's
`American team. Sandy
`Castonia has joined NCC's
`ClD as manager of traffic
`and billing. She had been
`software-support engineer
`at CCMS lnc. Daw'd Smith
`has joined the division as
`director of technical opera- .
`tions. He had been with
`the Greater Washington in-
`terconnect. Rich Attardi
`has joined NCC as regional
`team sales manager in
`New York. Attardi had been
`sales manager at Metro
`Channels.
`
`‘
`
`KATZOOOS15
`
`

`
`

`
`I Katz in the News
`
`(August 24, 2000)
`
`Table of Contents
`
`Mary Ware
`Mary Ware
`Mary Ware
`Alina de Varona
`
`Joseph Klasner
`Alina de Varona
`
`“Make the Connection”
`
`7!
`
`1
`
`. 7
`
`“Late bloomers ripen on the..
`“Starless Syndie Biz in...”
`“’Dr. Laura’ tape offers new...
`“CBS Eye$ Wonder...”
`“Format on the Doormat”
`
`People
`I.
`Mediapost.com
`R&R Today
`Electronic Media
`
`Hispanic Market Weekly
`
`II.
`
`Radio
`
`Radio 85 Records
`
`III.
`
`Television
`
`The Hollywood Reporter
`Variety.coIn -'
`Yahoo! News _
`New York Post
`
`.
`
`Variety
`
`IV. Katz Interactive Marketing
`
`Radio Business Report
`RAIN
`
`“Doing it yourself’
`“Katz’ Gerry Boehme...”
`
`National Cable Communications
`V.
`Multichannel News
`
`“CAB: Spot Sales Rise 45%”
`
`VI. Ad Bias in Advertising .
`Advertising Age
`
`“Hispanic newspapers file...”
`
`KATZ000617
`
`

`
`_...._—_-.___._-__....._-.._.._.___—.._.__.._—___.__......___.._.—_.—_ _..____...___—
`_.__-..-._.._..__..___.....___.____._________...__ __..._...___.____........___..____
`
`Jumps & Jobs — Media People on the Move.
`Wednesday, August 16, 2000
`'
`
`‘ MediaPost [peop|e@mediapost.com]
`
`MARY WARE has joined Kat Urban Dimensions as VP/Director.
`She joins Katz Urban Dimensions from WGCl—AM/FM Chicago,
`where she was National Sales Manager.
`
`KATZ000618 '
`
`

`
`
`
`
` ‘
`
`' D¢iJ_vI‘J‘a:,;-es_I0f77IeR.'¢I¢Is'oIndzxestry
`
`
`Katz Urban Dimensions Taps Mary Ware
`She'll serve as VP/Director in the
`company's Chicago office and will be
`responsible for developing new revenue
`streams for the 130 Urban-formatted
`stations in 60 markets that are rapped
`by AMP-‘M's Katz Radio Group. Ware was
`most recently NSM for AMFM’s WGCI-AM
`8: FM/Chicago.
`
`KATZ000619
`
`

`
`
`
`AUGUST 21, icon
`
` 6 2000 CRAIN COMMUNICATIONS INC.
`
`.»..‘...'v--a-.—-4-.4-.a.-"
`
`53.50
`
`'
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`
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`
`N
`
`-
`
`Radio
`pres-
`to a vice
`Mary Ware
`ident/director, Chicagb, Katz Urban
`Dimensions,
`from national
`sales
`manager, WGCI-AMIFM, Chicago.
`
`EMONLlNE.C0|\
`
`KATZ000620
`
`

`
` ©2000 CRAIN COMMUNICATIONS INC $3.50
`
`.. . ab-.:—"..i:-‘at:-.'.~.; -..sanu=a.=-
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`3v‘
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`
`AUGUST 14, 2000
`
`EMON|_|NE_CD;
`
`Alina de Varona to manager, Kaxz
`Hispanic Media. from vice president
`of
`advertising
`sales, Telemundo
`IntemationaL
`
`KATZO00621
`
`

`
`‘ AUGUST 14. 2000
`
` MEDI
`
`
`
`‘
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`EMONLINECOM
`
`Joseph Klasner to vice president,
`New York sales manager, American
`Blue
`team, Millennium Sales
`8:
`Marketing, Katz Television Group,
`from New York sales manager.
`Millennium Sales & Marketing.
`
`KATZ000622
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`

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`
`
`August 14, 2000 / Page 6 of 11
`
`
`¥Allna de Varona is the new manag-
`er of Rafi Hispanic Media's Miami
`otfice.«Frevlously, He Varona was
`vice president of advertising sales
`for Telemundo International (HMW
`4/17/00). Before that. she was direc-
`tor of U.S. Hispanic sales for CBS
`TeleNoticias, and general sales
`manager at South Florida's WJNA-
`TV. Laura Hagan, Katz Hispanic
`Media pres: ent, says the Miami
`office is slated to sell $15 million this
`year.
`In a related move, Katz has
`opened an office in San Antonio
`with l‘»....»nael Holderle as manager.-
`Holderle had been senior account
`executive at Katz's Dallas office.
`
`l:_”
`
`KATZ000623
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`

`
`WA*LT‘:1.‘0l7'E
`.2-‘=.°r'
`
` ' F ttlixlevsetitt
`
`Make The connection
`
`s
`
`The Black Pttirulaliun is cnncenhatetl
`in the 25-44 line lirtlllll
`
`
`
`
`‘loans
`
`1 &-24
`
`25-34
`
`35-44
`
`
`
`[I
`
`om populafiart estirmtas 1995-199:
`
`
`
`
`
`
`
`
`African-American Buying Power _
`flnBflfionfl
`$533
`‘f3°
`$253
`
`$127
`
`.
`
`
`
`1995
`1930
`‘I990
`rags
`zoos
`
`
`
`'z0o5isaprojoa?ort
`l998.‘BttIIaudL&a'£&8k's
`
`which is representative of approxi-
`n-mety65_ntarttt-asatansrthetaxrnn-y.“
`hesaid.
`‘Oneofotolargstdullmgt-sisd:
`educational pmceu. We go outartd_;
`ta:larateadvuIist:nndagenciuabottt'
`theviabt'lityofttcblacktaxtsrtnr¢tttar-
`lrn..‘i'hetltingsthatwesl'tItcvritlttbe5t
`are facts about education. entertai-
`menl. income. home ownership and
`howAf1iattAnI!'iuns'tt:nfratfiois
`difl‘eretttfmtndhegeara1ltnarh:t'stLse
`ofrflio.
`‘Marti:-hesntaadtotnrderstartdthe
`irnportanoeol'blar:kradioinArnuii:.
`ltistheortlyfull-t.irne.2Afle|oeuonic
`mediunt that is available to African
`Arttuiarns. Black radio is I pillar in
`
`
`
`key to otn-cultun-_ Foodattd cooking
`atealsolneyuarnplesofoppontrnities
`thatadvortisetsantakeadvantageof
`to show their understanding of the
`ntrltotplme. ‘ntey can tally irnpan
`theirbonornlinebypayinganentionto
`thoselrindsofnuances.
`“With family being one of the sig-
`nificant eultnt-at nuances. Mother‘s
`Day would and should he a naotnl.
`3t.tttmnyadvuti.setsdon‘ttaleadvatr
`tageol‘thaL int-.lud‘tng—ldon‘t want
`to name any narn=—eardntanu{ae-
`mass. That‘: a tra-nendotrs opportu-
`nrty."
`
`inoutoomrnuniti=allt7v:rIheoorm-
`try.That‘safar:t..
`‘ 1‘ ‘
`
`‘We know Ihac things and we're;
`trying to educate others wlioadon
`ltrtowattdund:tstandthis.Blackt'|di
`iswhaewegotofindotttabotntltnse‘
`things that amen: orwill love anelfect
`ortourlivesnrtadailybasiswlraaatis
`vertisaa'beginIotttader§mdtlut.that‘ ='
`what they'llbeginIoItnnl'ts1etIetsint
`,eonsttmerso{uaeirprodnus."
`Knox ended by saying. "'DuringL-
`winter 2000 ansus data was being:-.
`.oollected. tteticvemuumeuutnts-'.
`intorntationbeginstotrittkleotatotheff
`general public. major advettisefsan ‘
`
`major agencies will begin to under ,
`stand the irrtponanoe ofniarteting to-
`rnrtltictt|ttra.lpopttlatiota.tinth'5txamu'y.'
`'WlaatKatzUrbutDitIutsicnsdoe.s
`is help advertisers to establish their:
`btartdsintmAfriun-Atnsinn oorn--
`rttunity. We have the ability to teach.
`, 96‘iol‘the35 million
`anoortaunaasinthistatuntry
`thepowearofblackndiof‘
`:-
`¢
`
`
`
`
`
`
`KATZ000624*
`
`Win Your 0wn.Com
`Knox then told me about Kata‘: sec-
`ond marketing concept: "it's called
`‘Win Your Own.eom.“ be said. ‘We
`have dnided togivc away a website.
`andwe'tegtringtodnitinthetop2D
`blade-populated rn.-trl<ets in the country.
`We're going to do it in the African-
`Atnaican oornmunity. This will give
`an advertiser the ability totecognize a
`concern in the black cutnrnunity by
`helping to bridge the digital divide.
`whicitby t.heway.ismoteol‘aneeo-
`ntamic divide that any othertypt.
`‘This marketing concqat includes
`giving any computer: and a dotsom
`brsinos. Advmistas thagta bdrind this
`will reap the baiefits by showing the
`black consumer market that they are
`corn-.rrted about this market and want
`toupttneitnotlatnzbturuvlflltis ‘ma
`way that the advatiassat rnakeaoom
`neotiort with the Afrian-Arnuitan trut-
`stone:-market‘
`Knox and his company represent a
`numberofurban rad.iooaticns.l asked
`him how he markets than. ‘Underthe
`Kfi Urban Dimensions ltlllhtella we
`represent approximately I30 black
`consumer-targeted radio stations.
`
`
`
`.
`
`'
`
`:
`
`_= Katz Urban Dimensions develops marketing concepts to help
`advertisers reach the African-American consumer
`'
`<tLm<é
`F or this Marketing theme issue I‘ve chosen to talk with Kan Urban Dintensiorts‘ VP & Manag-
`_. ing Director. Br-ian_Knox. Igatz l_.l;b;_an_Dirt_1gns_i9n_s isa division of Kat: Commurricztions_tha.t
`focuses on reaching the Urban audience, specifically Afiican Americans.
`'
`Knox has been in the in-
`lion dollars in 1999 on goods
`ing concept thntatlowedadvertisersto
`into services.
`1 wanted to
`stay in Urban radioarvduseUrbanra-
`dustry for 12 yang and earlier
`know how Knox and his
`this month he celebrated his
`die from the beginning ofthc month of
`December until the end of February.
`people suggest that a busi-
`first anniversary with Katz.
`We‘ve done that withaptornotionthot
`nss lotting to get a pic: of
`The most important issue for
`um t:l_ol1ars should go about
`kicks off this yearin Docanber. begin-
`time" who want to sell prod-
`ucts to Aftitarn-Anuimn tain-
`ning with Kwanna. moves into Janu-
`doing it. "I! advertisers want
`to reach this multicultural
`surtters is knowing how to
`ary1tXll with a Martin um King Jr.
`not-inn: with the eulune iutelf.
`mastitis. Ihey have to show
`prornotiortandthenenneludeswiththe
`that they underst.-rod l.het:.tl-
`Kan. l-us developed a meet.
`u-aditional dollars "that they spend in
`ntnl nuanos of the market-
`Blaelt History Month inl-'ebruary.
`ing method that‘: prove: to be
`effective with black constru-
`"ntisgaveustheabilitytogotoan
`place‘-lte i-aid
`as. Knox tells us all about this
`advertiser-anda.plain thesigniiianoe
`‘At Kat: Urban "Dimen-
`sions we have begtm to develop mar-
`oftwothirig:one.thaaweragoize
`and provioesdetnstottelpreinreroehis
`eornments.
`keting concepts that are turnkey and
`tbcprutatt:eo(advr:1i.nusduringB1ack
`History Month. and two. thatwe don't
`that allo-v advertises the ability totap
`.APiet:OtThePie
`seetttemtherestol‘theyear.We're
`itItn.throughIhcuseul'tadio.tbeAl'-
`ricart-Arnaian eunsutrter tnatltet.“
`showing them how they no come in
`‘Many mainstream tnarltners are
`during Deoernhe and stay with us for
`still overlooking the growth potential
`More Tlnn A Month
`three tttoutlts. whitzbtneans we'tege1-
`utdfltoimporaonnnrkafitaretinttlte
`multiutlutnlattdt:t.htticarrdir:t¢lflS.'
`‘There are two concepts that we
`h1veinplaeea.tofnow."Knoaeon-
`Knn:tbegan."lreallywa.nttofnetson
`tinned. ‘One is called the ‘Artisan-
`the African-American scgmattof the
`marltetutdhowweunbaveapositive
`American First Quarter Millennium
`e!l’et:tnnthu'i-btasinmst-s'bot:tirrtlirr:
`Ptornotlon.'Th:a conccptwusdevek
`‘1dainoat-.amntarleetasarertotrrtak-
`oped as a result of Black History
`Month and our fntstntion at seeing
`ing the oonneetion to truly motivate
`adverrisersoooteitttourtnnradioatly
`purcanaen. artd they are not sanding
`during tbetnonth ol'Fehruary. Every-
`outamessagcorat:lltoaainn.Main-
`suumntarttetetsuenillovertooking
`bodyflocltstobhckntfiodurittgilxlz
`History Motitlt. including advertisers
`thegrowthpotetttialandtheilnpaoton
`marketsharethattbeblaek consumer
`fiat we haven't traditionally start ad-
`rnatiruunl'tlveontltcirbusinas.'
`venisingonblaclttadio.
`Afiican Mneaiuns spent $533 bil-
`‘Ottridawastodeveluoarrurgeo
`— ’
`.-
`
`thcyarcgcttin;Ihcbael'tt.tol'thehtty-
`ingactivityoft.heblaeitcnrtsumernur-
`l£adut'itagLinllit1'I:'
`‘Wehavebeensuecusfulinaelling
`thiseoneept toatetailer. M this timel
`am unable to officially annotmoc who
`thispacltagewassoldttabtaitoet-vainly
`proves Ihatt.hcconeeptworl<s.Thisad-
`vcrtisetvras vuy rueptivcattdbought
`into the progmn. ‘they now have a
`simple un-ttkey method to show their
`knowledge of the African-Arnerit=n
`lil'est,vle. which putstlrem it-taelassby
`tltert-tscl\-cs.
`"I would urge that Urban radio sta-
`tior\sdevelopsimBaronta:wtsandsimi- ‘
`larvchiclestodeiivettothclotzlmar-'
`ltato lreepadvertisersrnnveinvotverdat
`agrass-tootslevelwithurbanradioand
`African-Antencrn’ oonsurners'
`Cttlmnl Ntnnos
`lashed Knox if rnairtstrteum :rtl\1:rtis-
`ers ruponded to holidays like Mother‘s
`Day with Uri-tan radio advertising.
`Why? Everybody knows of the love
`black males have fortheirmnt.l'ta's.Try
`to think ofnxt NFLWNBA playawho
`bn.stt'tsaidonnuinmlTVduringabig
`time. ‘Hi. Mom! Cool: rt-te sorndhittg
`aft: the game!‘ You lutow what I'm
`saying istrue!
`Knox replied. "You are absolutely
`rishL but to advatisas. those are gat-
`enl-ttutrluatholidays. and I havar‘t sat
`adv:-tisers u-oing in on that partitaalar
`[ holiday. That’: win: I man when I tall:
`I aboutatlnn-al nuan<:s.'l'h=eate things
`tint we African Americans out diffu-
`ently than the test of the population
`dos.
`‘Things like family and rdigion are
`
`I
`
`RADIO l RECORDS
`Los AIGELES, ca
`IEEKLV
`ro,noo
`JUL 28 20011
`
`lllllllllllllllllllllllllllllllllllllllllllllllll
`LIE‘!
`51/
`-5!”
`IKZI. .
`
`PI...-
`
`vs ....“%=-?’f-
`\fI-n-r-
`
`

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`
`
`Thursday, Angus‘ 1°‘
`
`Despite a wide range of new
`programming in development for
`the 2001 syndication season,
`some industry analysts believe
`the sector is slow to bring new
` . program concepts before the sta-
`tion community:
`‘There’ seems to be a sense of
`caufion in the synficafion sector
`now,
`sai
`1
`arro ,vpan
`ectoro programming at
`ew
`or - ase s
`on rep
`a
`eevision-
`ts surprising
`we are a most in mi — ugust,
`an no 0 y as eenm emar-
`et
`at
`am aware o cearing
`any program as a
`on ay-
`11 ay strip.
`Perry Ielevision vp and direc-
`tor of programming Dick Kurlan—
`der believes that stations will
`probably start seeing new shows
`for 2001 by mid—Septernber. Dur-
`ing recent years. syndicators were
`
`“Some of the more successful
`launches which took place in the
`last five years have usually been
`projects that have been in the mar-
`ketplace early,” Carroll said. “I
`think one reason we are not see-
`ing that this year is the large vol-
`ume of court shows that will be on
`the air this season." Eleven new
`and returning court shows will air
`during the 2000-01 season.
`“Everybody’s putting their
`money on court, it seems, and so
`a lot of people are waiting to see
`how that pans out in the new sea-
`son before comniitfing,” Carroll
`said.
`.
`The industry is also looking to
`see if several new game shows,
`including Pearson Television's
`‘To Tell the Truth," will succeed
`before moving ahead with a slew
`
`Late bloomers ripen on vine
`Glut ofcourt, game shows denies station access to diverse slate
`By Steve Brennan
`in the market before Labor Day
`of potential new games, he said.
`with at least one or two new pro-
`The range of shows known to"
`grams.
`be in development is extensive,
`Carroll said. The development
`slate includes several relationship
`shows, which Kurlander attribut-
`-'
`es to the suc-
`
`cess of “Blind
`Date”
`during
`the past season.
`Also in develop-
`ment
`are
`a
`potential King
`World talk show
`from MTV vee-
`jay
`Ananda
`Lewis and “All
`You Need Is Love” from Tribune
`Entertainment. The latter, based
`on a format created by the Dutdi
`group Endemol, looks to resolve
`relationship issues. It is hosted by
`Jim Davidson of “Pacific Blue.”
`Producer Scott Stemberg is
`working on a relationship show
`for; Tribune.
`and producer
`Briice Nash is developing
`“Speed Dating” for Universal.
`based on a practice that has
`become popular among New
`York's Orthodox Jews.
`Studios USA is developing a
`game show for Jerry Springer.
`called “One Against the_Wor1d"
`and the comedy game strip “Zob-
`mondo” from Stone Stanley
`Entertainment. based on a Has-
`bro board game. Harry Ander-
`son (‘Night Court") is fronting a
`new version of "What's My
`_ Line?” for Pearson.
`Caroline Rhea (“Sabrina. the
`Teenage Witch.” “Hollywood
`Squares”) is be