On a Roll: John West

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John West, 36, was recently promoted to senior VP-advertising for Cable Network Service's Speedvision and Outdoor Life Network, overseeing integrated marketing deals for the cable networks' on-screen and off-screen events. He joined the company in 1995, after several years with Turner Broadcasting System.

Edge: We're one of the fastest-growing cable networks. On OLN we showcase lifestyle activities, not professional team sports. On Speedvision, we immerse the viewer in motorsports with a lot of how-to information.

Coup: Helping Ford Motor Co. create the Mercury Cycling Team, which competes internationally. Mercury also hosts three major bicycling events. We have unique access to events, offering marketers on-site presence, broadcast and Internet coverage.

Insight: We're not delivering huge audiences, but our viewers are huge consumers of certain sports and motorsports brands. We see ourselves as a hybrid between a cable TV channel and a vertical print magazine, offering supertargeted access to passionate fans.

Working on: Developing a half-hour program on Speedvision for Porsche that will function as an on-screen test drive.

Opinion: Some people have burned out on traditional sports because they can't relate to the athletes. We offer sports the average person can do.

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