New York -- The Cabletelevision Advertising Bureau's
1998 Cable Advertising Conference has been condensed from the usual three days to one here
-- Thursday, March 5 -- as it spotlights some of the hottest topics in media circles and
boasts Tele-Communications Inc. president and chief operating officer Leo J. Hindery Jr.
as its headliner.
The CAB thus is returning to Broadway at the Marriott
Marquis, near where Paul Simon's The Capeman is playing, after having moved to
the Hilton last year.
Targeting advertisers and ad-agency media planners and
buyers, as well as cable-network sales executives, the CAB conference, themed
"Reality Check '98," is expected to draw more than 1,000 people -- down
from 1,500 in April 1997, when its agenda included spot-sales sessions of interest to
cable operators. Attendance peaked at 2,000 in 1996.
CAB officials said the operator-oriented local and
spot-sales sessions have been shifted to the organization's four-day Local Sales
Management Conference, July 11 to 14 in Denver.
The CAB's limited engagement actually will not span a
full day, since the conference will conclude after the luncheon keynote speech by Hindery,
who will focus on the promise of digital cable.
At the 9:30 a.m. opening session, Ron Schneier, senior vice
president of sales for A&E Television Networks, will offer an update on electronic
That will be followed by a one-hour panel discussion on
"New Methods to Optimize Performance and Accountability of Media." Moderated by
Jim Spaeth, the Advertising Research Foundation's president, the panel will feature
Erwin Ephron, partner in Papazian & Ephron; Barry Fischer, executive vice president of
research and marketing, Turner Broadcasting System Inc.; Richard Hamilton, CEO, Zenith
Media Services; and Jayne Spittler, senior vice president of media research, Leo Burnett
Co. Fischer is a former adman, having been at Wells Rich Greene BDDP.
At 11 a.m., a second panel, manned by cable-network
executives, will focus on "The Future Direction of TV Programming," touching on
audience fragmentation, digital tiers and strategic content alliances. The panelists will
include Nick Davatzes, president and CEO, A&E; John Hendricks, chairman and CEO,
Discovery Communications Inc.; Steve Heyer, president and COO, TBS Inc.; Mark Rosenthal,
president and COO, MTV Networks; and moderator Ed Erhardt, publisher, Advertising Age.