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Advertising Age Article Abstract

How 'Shark Week' Went Rogue

Discovery's Fin Fest Has Gone From Promo to Pop-Culture Phenomenon -- and No Net Has Managed to Top It in 25 Years

Published: August 20, 2012

Steve Cheskin, an exec at Discovery in 1987, blurted out "shark week" at what has been described as an afterwork brainstorming session. As he recalled, Discovery founder John Hendricks smiled and said, "That's it." ...

Full Article Word count: 685

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