SBD/2/Sports Media

THE BEHEMOTH IN BRISTOL: ESPN'S SCORES WITH ITS ATTITUDE

          ESPN was profiled by Mark Jurkowitz in the BOSTON GLOBE
     MAGAZINE under the header, "At The Top Of Their Game."  ESPN
     "is a media monster, reaching 73 million homes and
     headlining a sports empire that employs about 1,900 full-
     timers" and is worth an estimated $8B.  Jurkowitz wrote that
     ESPN's brand "represents the elements ... that go well
     beyond the playing field.  Humor.  Satire.  Hipness.  And a
     pop-culture acuity.  In a 500-channel world where every
     outlet must find an identity with which to cut through the
     clutter, ESPN has developed the winning intangible --
     'tude."  ESPN News Dir Vince Doria, on ESPN's humor in its
     ad campaigns and telecasts: "There are times when it works
     and times when it doesn't" (BOSTON GLOBE MAGAZINE, 2/1).
          BRAND IDENTITY: Jurkowitz adds that while women
     constitute "roughly" 30% of ESPN's audience demographic, "it
     is that mother-lode male demographic that is so attractive
     to advertisers: The average viewer is a 40.7-year-old man
     with a $45,634 household income, making him two years
     younger and a few grand wealthier than the average cable
     consumer" (Mark Jurkowitz, BOSTON GLOBE MAGAZINE, 2/1).

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ESPN, Media, Walt Disney

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