Special Report: No. 3

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Providing financial news programming since its launch in 1980 as part of the original Cable News Network, "Moneyline News Hour" reaches an audience largely made up of senior executives at U.S. businesses, making it an almost auto-matic buy for b-to-b advertisers with TV campaigns.

In fact, it may be an even more lucrative placement than most think. Some 34% of the "Moneyline" audience are top executives at U.S. companies with $10 million or more in annual sales, according to an Erdos & Morgan report on "Purchase Influence in American Business 2000-2001." According to the report, nearly 10% of "Moneyline" viewers hold the title of chairman, and another 10% hold the title of president, CEO or COO.

While such research shows just how influential an audience "Moneyline" delivers, scores of advertisers have also chosen the program because of its broad reach—254,000 households per telecast in the first quarter, according to Nielsen Media Research—and reputation.

Moneyline News Hour, CNN
Phone:(212) 852-6647
Audience:254,000 households per telecast
Ad revenues:N/A (CNN News Group reported $1.36 billion in 2000)
Ad cost:$7,500-$10,000 per 30-second spot
In January, when technology law firm Brobeck, Phleger & Harrison L.L.P., San Francisco, launched its $3.5 million national TV campaign—believed to be the first national TV campaign for a corporate law firm—it chose CNN as the exclusive TV outlet, with heavy concentration on "Moneyline."

"We chose CNN because their audience reach—against this demographic target—fit who we were trying to speak to," said David Geyer, marketing director at the law firm. "We believed the leadership image of CNN and the reputation of 'Moneyline' would lend credibility to the campaign."

Much of the credit for the program's success can be given to Lou Dobbs, a founder of CNN's financial news division and the show's anchor for 19 years. Dobbs left in 1999 to pursue an Internet venture but will return to "Moneyline" as anchor and managing editor in May. That was great news for CNN executives, especially Larry Goodman, president-sales and marketing.

"In working with Lou for 17 years, people would walk up to him with relentless frequency when he was travelling, walking down the streets of New York or just in delis, to tell him they ... loved his program," he said.

"Moneyline" airs weekdays at 6:30 p.m. to 7:30 p.m. (Eastern time) on CNN and CNNfn, with repeats nightly; and at 7:30 a.m. and 4:30 p.m. on Saturdays and 2:30 a.m. on Sundays. CNN does not break out ad revenue for its programs, but CNN News Group reported $1.36 billion in ad sales in 2000.

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