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Industry: Email Alert RSS FeedDeep breath;Cable starter: Passionate Oxygen execs see Web link as key role for consumers, advertisers.(Brief Article)
Advertising Age, May, 2000 by Kaplan, David
Oxygen media's new cable network's entrance into its first TV upfront is not turning out to be the breath of fresh air it had hoped, according to some analysts and media buyers.
Still, observers say the new network is expected to have a positive long-term impression on advertisers targeting the female demographic.
"If you look at upfront, [Oxygen] will have a rough time until they get more access to cable viewers," says Malcolm Maclachlan, media-e-commerce analyst at research consultancy International Data Corp.
"But if you're looking at the long haul, and talking about selling everything from tires to cosmetics in terms of delivering demographics and audience tracking, Oxygen is going to be a lot more salable once access is taken care of."...
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