Aiming Outside the Box


As traditional advertising segments -- automotive and home furnishings -- have receded, local cable advertising executives have to look at new areas of opportunity to sell their inventory. Sometimes, it’s worth looking way outside the box for new advertisers and it can be a win/win for everyone.

Take Alliant Techsystems, which is primarily known for its military brawn and missile prowess. But it also sells ammunition for hunters.

Last year, the company began buying spots on Versus and the Outdoor Channel and sales of its consumer products skyrocketed. As the political landscape morphs and changes in the wake of the upcoming presidential election, the company decided to focus more on its consumer business and wound up winning big.

The cable networks also benefited from bringing in a new advertiser with deep pockets.