E! Floats Print Mag to Ad Agencies

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E! Entertainment Television hopes to add a new element to
its cross-media ad-sales presentations in the coming upfront season: a magazine.

The network -- which has previously pitched prospective
advertiser and ad-agency buyers on buying advertising across its two networks (E! and
fledgling spinoff Style) and the E! Online Web site -- has just begun calling their
attention to the distinct possibility of adding a print component to that package.

The magazine -- dubbed E! The Magazine -- is only in
the concept stages, E! executive vice president David Cassaro said. "We have a
prototype making the rounds of ad agencies" in order to gather feedback from them on
content. That editorial content, he added, will flow from E! and E! Online.

Unlike other cable networks' magazines, Cassaro said,
the E! vehicle is being talked up as a weekend entertainment supplement for Sunday
newspapers in key markets, with editorial focusing on movies, video and music.

Other networks have has mixed results with their print
forays. Nickelodeon Magazine (with a circulation of 875,000), ESPN-The Magazine
(375,000), A&E Network's Biography (275,000) and American Movie
Classics Magazine
(150,000) are among the most visible cable-magazine spinoffs
available now.

But Discovery Communications Inc. recently folded Destination
Discovery
and TLC Monthly to concentrate more on its Internet efforts.

So far, Cassaro said, the E! magazine project won't
have a Style section. When asked about the likelihood of a Style magazine, Cassaro said,
"We haven't thought about it." The fashion field is highly competitive, he
added.

As for when E! The Magazine might appear, Cassaro
said, "The goal is before the end of the year." He indicated that it might be
difficult to get distribution and other aspects ironed out in time for a fall debut,
however.

Yet another piece appears to be headed for the cross-media
sales package: A Style Web site is "in the earliest stages of development,"
Cassaro said.

E! has always commingled ad sales for its various
properties, Cassaro said, declining to identify specific clients, except for newly signed
Ray-Ban Sunglasses. Categories so far have been "across the board," ranging from
movies to apparel, he added.

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