Turner Sets Headline News Promos

Turner Network Sales has developed a local sales promotion to support CNN Headline News' planned new format, as well as turnkey campaigns linked to specific programs on its other networks — such as Cartoon Network's "Toonami," TBS Superstation's "Dinner & a Movie" and movie packages on Turner Network Television.

TNS is now offering Headline News affiliates a local ad-sales kit that includes customizable postcard mailings and a tailored CD-ROM sales presentation designed to generate incremental revenues from both existing clients and new accounts, said vice president of local ad sales Jerry Ware.

Included in the kit: data from Mediamark Research Inc. that details the categories in which the Cable News Network's spin-off's upscale viewers — specifically adults aged 25 to 54 and earning $75,000 or more —show above-average purchasing power, he said. Ware said automotive and photographic equipment (such as camcorders) are two such segments.

Headline News' on-air relaunch will begin Aug. 6, and TNS also plans a local promotion overlay for first-quarter 2002 that will include customizable spots, themed "Time Making Tips."

Inspired by the network's premise that its viewers are "time warriors" who are pressed for time in their fast-paced everyday lives, that promotion will be offered to the first 100 affiliates with 30,000 or more subscribers that sign up, Ware said.

Last month TNS took a similar tack with TBS' "Dinner & a Movie" promo, the "Now You're Cooking Sweepstakes." One hundred systems had committed to that by mid-July.

Response to the TBS effort has been so strong that Ware said TNS now is extending that turnkey sales promotion — which can be used through mid-March of 2002 — to an additional 50 affiliates.