"CNN's new programming strategy lends itself to go after dollars
that are not traditional news," said Sam Armando, senior
VP-director of strategic intelligence at Publicis Groupe's
At the time of his hire, Mr. Zucker said news is more than just
"politics and war." To this end, he is revamping the schedule --
bringing in personalities like George Stroumboulopoulos and Chris
Cuomo; emphasizing mornings to take on the likes of "Today"; and
moving into new genres with Anthony Bourdain's weekend travel
These formats will help CNN broaden its appeal to a wider
consumer base and give the network opportunities to bring in new
advertising categories and more ad dollars, said Greg D'Alba,
president, CNN News Networks and Turner digital ad sales and
According to SNL Kagan, CNN ranked as the 23rd-largest basic
cable network by gross advertising revenue in 2012 with $379.5
million. That puts it behind non-news networks like USA, Food
Network, History, Syfy and Bravo. (ESPN was No. 1 with $2.08
Under the new formats, CNN's sales team will also be able to
build promotions and sponsorship packages around show launches,
which have historically been limited. Mr. Bourdain's show has
attracted BMW and MillerCoors as launch
sponsors; the latter hasn't bought time on the network in about
CNN is also selling its "foundation brands," like Mr. Bourdain,
Anderson Cooper and Piers Morgan.
According to Magna Global, cable evening news receives 12% of
total cable TV ad spending in the U.S. This is the third-largest
cable daypart by spend, behind weekday prime time (17%) and late
CNN also will be promoting its new research capabilities --
All-Screen, a partnership with Nielsen and Arbitron, and Advanced
Media Targeting -- which give agency clients the ability to plan,
measure and post their cross-platform campaigns more effectively,
according to the company.
CNN isn't hosting an upfront, instead it will be bringing Mr.
Zucker into small meetings with select agencies.