Led by Betsy Frank, EVP of research and planning for MTV Networks, Viacom's cable networks are preparing a plan to have Nielsen Media Research change the way it defines primetime. The plan would expand cable's primetime hours from 6 p.m. to midnight.
Microsoft's Web unit MSN is expected to post a profit of about $200 million for the fiscal year that ended June 30, a significant upswing from last year's loss of $531 million. The key to MSN's turn-around is that it finally has begun to rake in advertising revenues in big numbers.
The weeks preceeding Labor Day now rank second only to Christmas in terms of importance to retailers, and Kmart has started a cross-promotion campaign featuring actors from the WB network wearing Kmart clothes. The campaign also marks the national rollout of Kmart's Thalia line.
Consumer products giant Procter & Gamble is on the forefront of online marketing, effectively using such Internet tools as interactivity and better measurement. The CPG sector has perhaps had a reputation for not being on the cutting edge in online marketing, but P&G proves Internet ads can be very effective in that area, writes columnist Rebecca Weeks.