"For its ability to turn an epiphany into a business
strategy, to extend its brand into new, revenue-generating
arenas with vehicles that further reinforce the core brand,
and to package all its inventory for advertisers," ESPN was
named AD AGE's "Cable TV Marketer of the Year." The piece
profiles ESPN Senior VP/Consumer Marketing Judy Fearing,
ESPN Enterprises Senior VP Dick Glover and ESPN Exec
VP/Sales & Marketing George Bodenheimer. Fearing: "Sports
is part of the social currency ... when people go to work or
a party or any type of gathering, they talk about sports."
Glover "isn't into building one-time products, but building
long term businesses," including the five ESPN CDs produced
by Tommy Boy records, of which two have gone Gold with
500,000 copies sold. Plans are for another CD, "Slam Jams,"
February 9. Glover: "We distinguish between a promotional
opportunity and a true new business venture." Bodenheimer,
who handles packaging of the product: "Advertisers are
telling us they want to do more than buy time on us, but
also co-brand with us" (Jeff Jensen, AD AGE, 12/9).
