VICTORIA'S SECRET DRESSES UP FOR AMC, BRAVO DEAL: 'FASHION FORTNIGHT' PROMO DEBUTS IN SPRING

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Victoria's Secret has made a joint buy on cable networks American Movie Classics and Bravo to sponsor fashion-related programming.

It's a first-of-its-kind deal for the two networks, majority-owned by Cablevision Systems Corp. Ad sales for each are handled separately, but coordinated by Cablevision's Rainbow Advertising unit.

TN MEDIA MAKES THE DEAL

"It's the first time the two networks have sold together," said John Lazarus, senior VP-director of national broadcast operations at TN Media, New York, which handles media buying for the lingerie chain. He declined to disclose the size of the buy.

Victoria's Secret will introduce the "Fashion Fortnight" promotion in the spring, said Alan Karo, exec VP-marketing for The Limited, Victoria's Secret's parent. Details are still being hammered out, but the promotion, breaking around the Academy Awards, likely will include in-store support.

"It's a total kind of fashion package on both networks," Mr. Karo said, adding, "I have to give TN Media credit for putting it together."

On AMC, Victoria's Secret will be the sole sponsor of "Hollywood Fashion Machine," a series hosted by Daryl Hannah. At the end of that program, a spot will promote fashion programming on Bravo also sponsored by Victoria's Secret; similarly, Bravo's programs will point viewers in the direction of AMC.

AMC LIMITS SPOTS, FOR NOW

AMC is an attractive advertising vehicle because it limits the number of spots it sells. None of its films are interrupted by commercials; commercials run at the beginning and end of programming, and a marketer usually is identified as the sponsor of a program.

Bravo used a similar model for years before it changed formats and added commercials during movies. There is speculation AMC eventually will adapt that model as well.

Victoria's Secret spent $38.3 million on advertising last year, all of it on TV, according to Competitive Media Reporting. This year it has shifted its focus to add more print and online components to its media mix, including print campaigns for its Body by Victoria and cotton lingerie lines and a strong push for its Web site.

Victoria's spending is expected to increase as it continues to roll out the Victoria's Secret Beauty line of makeup and toiletries and adds free-standing

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