| Outing The Upfront: Naming TV’s New Advertising Marketplace
Similarly, Yahoo recently concluded its "infront" presentation for advertising in New York, Los Angeles, and elsewhere, as an attempt to rebrand the upfront advertising market for the digital age. Critics of the Yahoo event say there was little to talk about — other than to explain exactly the assets that Yahoo already has — such as search, email, community, entertainment, user-generated and other places for advertisers to become involved in. We expect certain fringe benefits from upfront events, and here there was no new Patrick-Dempsey-starring TV show, no new quirky TV legal show from David E. Kelly, no aspirational reality program featuring back-biting young models — no typical upfront-like star power to wow the attention of advertisers.
THIS WEEK: FEB. 2 to 8, 2007
Snow Moon Walk. Join environmental educator Jamie Harbaugh for a walk through the woods at the Lacawac Sanctuary, off Ledgedale Road near Lake Wallenpaupack. Tonight at 6. 689-9494. Boating Safety Class, a one-day certification course required for all operators of personal watercraft. Susquehanna Riverlands, Route 11, Shickshinny. Saturday, 8 a.m. to 5 p.m. Advance registration required: 542-2306. Winterfest 2007, a day of family fun including children's games, ice safety and rescue demonstration, introduction to dog sledding, guided hikes and more. Pick up a schedule of events at the pavilion by Sand Spring Lake. Hickory Run State Park, Route 534, White Haven. Saturday, 10 a.m. to 3 p.m. 403-2006. Cross-Country Skiing. Enjoy a two-hour ski (weather permitting) through a towering pine plantation with equipment and training provided.
What's in a Name?
Local stadium owners have followed the national trend of establishing a solid partnership with a corporate sponsor, as big businesses look to bolster community relations.
While the trend toward corporate naming rights may well have originated with ballparks, stadiums and arenas in the Major Leagues, NFL and NBA, it hasnt stopped at that level, particularly in the Chicago area, where corporate names adorn stadiums and arenas in the suburbs.
While Allstates lease of naming rights for the former Rosemont Horizon for a reported $10 million deal over 10 years in 1999 was the first in the suburbs, other companies and arenas have followed suit.
The smaller suburban venues offer a different attraction to corporations than do those housing MLB, NFL or NBA teams.
|
