By John Malmo
http://stream.publicbroadcasting.net/production/mp3/wkno/local-wkno-789799.mp3
Memphis, TN – The Commercial Appeal's publisher announced new monetizing content in the pages of the paper. Most big TV shows years ago were sponsored by a single sponsor. Now, advertiser title identity is returning to television. If an advertiser can capture his category's heavy users, this technique might be profitable once again.
John Malmo is chairman emeritus of Archer/Malmo Advertising and an independent marketing consultant. To reach Mr. Malmo - or to buy a copy of his book When on the Mountain There is no Tiger, Monkey Is King - go to johnmalmo.com.