Media Outlook 2002
Syndication
Howard Levy Buena Vista
The Benefits Of Syndication
Despite unprecedented growth and ratings success of key syndicated vehicles, some advertisers are walking away from syndication. This simply doesn't make sense. Syndication is not only competitive with both network and cable television, in many cases, it surpasses its counterparts. As advertisers evaluate outlets for their all-too-limited dollars, it's essential for those of us in syndication to better define the medium and its potential value.
Education is the first step. Following in cable's footsteps, the Syndicated Network Television Association has launched an industry-wide effort to communicate the...