Competitive Media Profile: Local Cable TV

november 21, 2003  08:26 am
Creeping into the competitive equation more and more for alt weeklies is local cable TV. Program ratings have soared for years, and despite being raided on the subscription side by direct broadcast satellite services, ad revenue annual growth is well into double digits. On the national front, recent cable success with network-wary spirits advertisers has been one major source of concern for AWN ad sellers, but our knowledge of local cable was limited at best. A recent request by an AWN rep for some competitive local cable research, however, sent us digging for more background, intelligence and means to combat what seems to be a hot competitor for local ad dollars. Here are some of our findings.