Cablevision’s spot ad arm bows regional unit

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NEW YORK — Cablevision System Corp.’s RASCO advertising sales company announced the formation of Regional News Representation, a unit dedicated to selling spot advertising on regional cable news networks, such as Cablevision’s News 12 channels.

RASCO, the Rainbow Advertising Sales Corp., touted the creation of RNR as the first sales force to focus exclusively on the growing regional news channel business. There are 24 regional cable news operations in the United States, including Cablevision’s News 12 services in Westchester County, N.Y.; Connecticut; New Jersey; the Bronx, N.Y.; and Long Island.

In creating RNR, Cablevision hopes to dramatically increase regional news channels’ ad revenue by bringing in national spot advertisers to complement local advertisers.

RNR will be managed by Cable Networks Inc. (CNI), RASCO’s national spot cable advertising rep firm. RNR is scheduled to begin operations in the first quarter of 1999.

CNI handles national ad sales for 14 regional news channels, including the News 12 services. CNI’s other regional news clients include New England Cable News (NECN); Chicagoland News; News Channel 8 in D.C.; Tampa’s Bay News 9; and Orlando, Fla.’s News 13.

“CNI has provided NECN with the kind of service and representation that has enabled us to increase our revenues significantly this year,” said Phil Balboni, chief executive of NECN. “CNI has shown that they have the expertise and we expect even better results from RNR.”

RASCO is headed by president David Kline; Deborah Cuffaro is the senior VP in charge of CNI.

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