Panelists: Marketing Doesn't Suck

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Boston -- Cable-network marketing executives offered words of wisdom about
staffing and running campaigns during a panel entitled 'Keeping the Suck Out of
Success' at the Cable & Telecommunications Association for Marketing's CTAM
Summit here Monday afternoon

Turner Network Sales vice president of entertainment-networks marketing Lisa
Richardson said, 'Hire the best people and then get out of the way.'

Similarly, A&E Television Networks senior VP of marketing and on-air
promotion Mike Mohamad said that if in-house or agency creative staffers come up
with a promising campaign that differs from your own concept, 'Be big enough to
let it go.'

Hallmark Channel executive VP of worldwide marketing and brand strategy Chris
Moseley said that while marketing can get viewers 'into the tent' once to sample
a show, if the program is lacking, they won't return.

Turning to Hallmark's being rebranded from Odyssey Channel, Moseley said that
'wasn't a slam-dunk.'

Hallmark is looking for 60 percent of its primetime audience to be women.
Research indicated that men and urban women were skeptical that this network
would appeal to them, she added.

So Hallmark's initial branding TV commercials used humor to get its focus
across -- namely, 'The best stories stay with you long after the TV is turned
off,' as the voiceover observed.

AETN also used the zany humor of comedian Martin Short in a 2000 TV campaign
redefining The Biography Channel for a younger audience, Mohamad said, adding
that it was developed in-house.

Earlier this year, Turner scored with a campaign promoting TBS Superstation's
addition of the Spanish-language second-audio-program feed for its Atlanta
Braves Major League Baseball games.

Richardson said Turner developed a bilingual direct-mail campaign for 50
affiliates, offering a trial subscription to People en Español as
value-added. Parent AOL Time Warner Inc. contributed print and radio
support.

The response rate ranged from 2.3 percent for a Georgia system to 2.6 percent
for one in California to surprising 8.4 percent and 15.5 percent response rates
for operators in Tennessee and Florida, respectively, she
said.

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