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THE BEHEMOTH IN BRISTOL: ESPN'S SCORES WITH ITS ATTITUDE
Published February 2, 1998
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).