That wise old marketing philosopher Yogi Berra said: "I don't make predictions, especially about the future." By looking back at some of the history of entertainment marketing and how people have responded to it over time, we can gain perspectives that help us in the present and future.

We're heading into the Upfront season -- the time each year when television networks host presentations in New York to introduce our new shows and fall schedules to the advertising community. Now is a good time to look back at our collection of vintage CBS print ads from … Read more

Even with all of the media choices available to viewers today, on-air promotion continues to be the single most effective way for TV marketers like CBS to get the word out about our shows. Yes, we also advertise on every media platform in every format -- print, digital, outdoor, radio, mobile, social. But nothing has the same creative impact as the running our promos on the first screen.

Promos give people a free sample of the show. Research tells us that viewers like promos -- they view them as entertainment content and program information that helps them decide what to … Read more

In a world of limitless choice, the appetite for big event television continues to grow. And as exciting and pervasive as social media chatter about television has become, it simply reflects -- and often magnifies -- the enduring power of what happens on the first screen.

For example, with more than 13 million viewers, the 47th Annual Academy of Country Music Awards on CBS delivered a 4 percent increase over last year's ratings. That's the result of a vibrant country music community looking to connect with their favorite artists and each other during the live broadcast.

Together with … Read more

Thirty years ago this week, CBS broadcast the NCAA Men's Basketball Championship game for the first time. As a freshman at the University of North Carolina, Michael Jordan hit the game-winning basket for the Tar Heels' 63-62 victory over the Georgetown Hoyas. Take a look.

While today we have giant flat screens, HD video, and social media to give us a vastly improved Final Four viewing experience, it's all still about the content. No amount of technological innovation can change the fact that we all just want to see a good game.

Be sure to tune in to … Read more

Here is one of my favorite vintage ads from our collection on TheCBSAttic.com. Created under the direction of the legendary CBS Creative Director Lou Dorfsman, it ran as a trade ad in 1963.

The ad married words and imagery with wit and simplicity. What makes this so special and meaningful is that the elements of the Eye's success are as true today as they were then.

While there are many more ways to win the nation's applause today using technology to gather and amplify attention, it all still begins with developing the best shows.

This piece serves … Read more

One of the most important platforms for marketing new television programs is a successful schedule with established audiences. We show previews of new programs to fans of our established ones as a means to gain awareness and get people excited.

The more successful a broadcast schedule, the fewer programming holes it has to fill when the new season comes around. And the ones that get picked benefit from strong leads-in--they get to stand on the shoulders of giants.

As we get deeper into development season--the time each year when TV networks select scripts, cast, produce, and pick new pilots that … Read more

It's March and at CBS that means NCAA hoops! March Madness officially kicks off with "Selection Sunday," the annual reveal of which 68 teams have been chosen to participate in the "Big Dance."

Players, teams, and fans across America eagerly await the announcement--broadcast live on CBS--and the analysis that ensues. Why? Because come the next morning, they'll either be practicing for their big shot at basketball greatness or filling out a bracket to take a crack at the office pool. A victory in either ensures eternal bragging rights!

Watch the 2012 NCAA Basketball Championship … Read more

As we round out the first part of 2012 on the heels of three big television events--Super Bowl, Grammys, and Oscars--a lot has been said and written about the power of social media as an extension of the TV experience.

It's easy to see why: triple and quadruple digit increases in user adoption.

According to some accounts, social media comments for the Oscar awards this year were up more than 250 percent over 2011 levels. Meanwhile, social comments about the 2012 Grammys were up an astounding 2,300 percent and those for the Super Bowl were up 580 percent. … Read more

Led by coordinating producer, Lance Barrow and commentators Jim Nantz and Sir Nick Faldo, the CBS Golf team is a tight-knit family. They travel the PGA Tour together for weeks just as the players do, hopscotching from course to course across America. Recently I caught up with them at the Northern Trust Open at Riviera in Pacific Palisades, north of Los Angeles. Production Manager Bob Thiele, another all-star in our business, gave me an update on how the team works, as well as the latest in tech innovations.

Among the most interesting recent advances is the use of fiber cable … Read more