CABLE NET BET SEEKS CPM HIKES FOR PARITY.(Black Entertainment Television; advertising rates)

Advertising Age, July, 1998 by Ross, Chuck

With the cable TV upfront marketplace rushing to conclusion last week, a number of buyers were concerned-in the wake of ongoing debate on whether black-oriented media get a fair shake in ad buying-that they still hadn't closed deals with Black Entertainment Television.

The reason, said one astonished agency executive: "They're looking for [cost-per-thousand] increases of 80% to 120%."

DISPLEASED WITH LOW RATES

Indeed, BET Chairman Robert Johnson is said to be displeased with the low rates his cable network has been charging and is looking to hike them, especially in light of a report ranking BET alongside cable competitors.

"There is no question Mr. Johnson is concerned, as are all of our executives, that over the years there has been a...

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