Getting Started In Cable Advertising

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Ronald B. Kaatz, senior vice-president and director of media resources and research at J. Walter Thompson USA, the advertising agency, offers advice to new cable advertisers in his book, Cable; An Advertisers Guide to the New Electronic Media (Crain Books, Chicago, 1982). The following ideas are from his book.

* Get to know your local cable operator. Find out what opportunities for advertising exist on the system. These may include local opportunities on national satellite services, such as Cable News Network and Cable Health Network; advertising or sponsorship of locally originated programming, such as community news or consumer shopping, producing programs yourself, or classified advertising on automated programming and digital information, for example, on weather or community-billboard channels.

* Identify local production and creative talents. While many cable operators have the equipment to produce commercials, they may not have the expertise in the creative and marketing areas. Talk to the cable system's program director and also to local colleges and universities, the local newspaper and radio station, local media shops, and ad agencies. Conferences and seminars offered by Cabletelevision Advertising Bureau (767 Third Ave., New York, NY 10017; [212] 751-7770), National Cable Television Association Inc. (1724 Massachusetts Ave. NW, Washington, DC 20036, [202] 775-3550) and local cable clubs can also help.

* Evaluate cable within the context of other media. When considering cable advertising, ask yourself, "What is it about my product or service that is of importance and of interest that I haven't been able to commiunicate effively in the past?" Use existing print ads and radio commercials to support your cable programs by producing short tags that tell the community about what you are offering on cable. Tie in local sales, giveaways and personal appearances with your cable ads to increase their effectiveness.

* What should you pay? Prices can vary from a few dollars to $1,000 per advertising spot. If you buy a large enough schedule, many cable systems will provide production and editing at nominal charges or even for free. The only rule in cable advertising is that good deals are not hard to come by. As in any media venture, potential for a long-term commitment will make a cable-system operator more interested in you.