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By Published on .

CBS launches an innovative print effort this week in Entertainment Weekly and People to hawk its new prime-time lineup, part of the biggest-ever push for a new season in CBS history.

This week's print component is believed to be unprecedented: a spread in which the second page is actually a sleeve that houses an eight-page "Fall Preview Guide." Bates USA, New York, which buys media for the network, developed the campaign with Mike Mischler, senior VP-advertising/promotions at CBS.

Also, Procter & Gamble Co. dropped a CBS-theme insert in 52 million newspapers Sept. 11. On Sept. 18, CBS will insert "CBS StarTalk" in a Kmart Corp. circular in 70 million papers. And a "Murder, She Wrote" sweepstakes will be touted in a gatefold in the Sept. 24 TV Guide. Winners get trips to Universal Studios in Hollywood.

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