Fox is offering advertisers on MLB games logo and message
space on rotating signage systems installed behind home plate at
many ballparks, according to Brockinton & Reynolds of INSIDE
MEDIA. Through a deal with Dorna USA, which markets the AdTime
signage system, Fox is the first "network baseball carrier to
offer the signage." Only sponsors who buy multiple spots per
game will be able to secure the rotating signage. Fox and Dorna
are also negotiating with MLB to obtain rights to employ the
signage during the postseason. How often signs will rotate
during coverage is unclear, as some "local sponsors" will get air
time. But the "bulk" will go to Fox's major MLB advertisers.
Fox estimates a 4.0 rating for regular-season games, and is
seeking $45-$50,000 per 30-second spot. One major advertiser
believed to be eyeing a Fox/MLB proposal is General Motors
(INSIDE MEDIA, 2/21 issue).
BETTER DAYS: Selling ads for Braves telecasts has "never
been easier for Turner Sports Sales," according to Prentis Rogers
of the ATLANTA CONSTITUTION. Mark Mariani, Exec VP for Turner
Sports, says "some of the increase is making up the 17 games we
lost last year, but the rest is in pricing. Strong demand drives
prices up, and clients know they will get more bang for their
bucks because there will be more viewership this year" (ATLANTA
CONSTITUTION, 2/23).
BY THE BOOK: Astros players met with PR consultant Lisa
LeMaster, who spoke on how to handle the media and handed out
copies of "The Baseball Media Book." LeMaster is part of the
Dallas firm of Fairchild, LeMaster and Oppel. The HOUSTON
CHRONICLE's Terry Blount writes, "Parts of the book paint
reporters and sportscasters in a negative light ... and could
lead players to be fearful of reporters and drive a wedge between
the players and the people who cover them." One point discussed
was how to address questions of a possible move by the team.
According to the book, a player should "smile. Emphasize the
positive and always be nicer than the interviewer" (HOUSTON
CHRONICLE, 2/26).
