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CNN to use ads to fend off rivals

Published on .

One of the goals of CNN's recently launched $25 million branding campaignis to counter the advertising of rivals such as Fox News Channel and CNBCthat airs on CNN's own network, CNN/U.S. President Rick Kaplan said at anews conference. The CNN executive said he grew frustrated by rivals buyingtime through local cable operators on CNN so a person could be viewing"Moneyline" and see an ad for competitor CNBC. CNN's campaign from Hill,Holliday, Connors, Cosmopulos, Boston, includes local cable purchases oncompeting all-news networks as well as print, radio and outdoor.

Copyright July 1999, Crain Communications Inc.

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