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NATPE plans to focus on advertising

Ad-man Mandel will lead marketing campaign for syndies and cable TV

They’re getting ad-savvy at NATPE.

Led by new chairman Jon Mandel – who came from the advertising world – the National Assn. of Television Programming Executives is planning initiatives to reach out to the global advertising community in time for the org’s convention in January.

The decision to focus on advertising comes as a soft marketplace cuts into the broadcast, syndication and cable TV businesses.

Mandel, MediaCom’s co-managing director and chief negotiating officer, and NATPE prexy-CEO Bruce Johansen announced the new initiative Tuesday. NATPE holds its 2002 conference Jan. 21-24 at the Las Vegas Convention Center.

“Never before has the critical importance of advertising, as it relates to the global television industry, been made more evident than over the past year,” Johansen said. NATPE 2002 will dedicate lounge areas around the conference floor to showcase major global advertising agencies and allow exhibitors to interact with top ad execs. MediaCom already has come on board; other major agencies are expected to be represented.

The conference will include daily ad-related events. An invitation-only reception chaired by Mandel for key advertisers and agencies, heads of sales for major media organizations, station groups, broadcast and cable networks, cable MSOs, barter sales and station rep firms will be held Jan. 21.

On the conference’s final day, “Chairman’s Roundtable,” an invitation-only discussion hosted by Mandel, will bring together top advertisers and agencies to focus on opportunities for sales execs and media buyers to work more efficiently and find avenues to secure more advertising dollars.

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