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Multimedia's net effect

By Published on .

Nbc, with a slightly less than 25% stake in the royalties of Tom Brokaw's "The Greatest Generation," was a major publicity venue for the news anchor's book. Of Mr. Brokaw's 25-plus appearances on TV and radio programs to hawk his book, almost half were with NBC-owned entities, for example:

* The book was promoted alongside its one-hour companion documentary, "The Greatest Generation," which aired in January 1999.

* Features relating veterans' stories ran at the end of "Nightly News With Tom Brokaw."

* The book and Mr. Brokaw were featured on a number of NBC network TV programs: "Meet the Press, " "Late Night With Conan O'Brien," "The Today Show" and "Dateline NBC."

* The book was featured on programs on MSNBC and CNBC, the network's cable operations, and online news site MSNBC.com.

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