Advertisers Crave New Tricks to Hook Kids on TV News

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Alessandra Stanley reports how "television news executives are exploring niche news programming" to brand their network deep into the psyche of the younger audience that advertisers crave. "In a nobler version of the tobacco industry tactics, they hope to lure younger people to their product and then hook them. 'The idea is that you are investing,' David F. Poltrack, the CBS executive vice president for research and planning, explained. 'You know as viewers age they watch more television news. You want them to associate news with your brand.' " The September 11th terrorist attacks drew a massive young audience to TV news, but that effect has dissipated. "The Buffy crowd, which had briefly tuned in, has gone back to its old viewing habits, much to the dismay of advertisers who are obsessed with youthful viewers."