The New York Times > Business > Media & Advertising >Ad Council Changes Its Strategy
By NAT IVES
Published: May 6, 2004
New York Times
"THE Advertising Council has often depended on serendipity to shepherd its public service campaigns to the right audiences. With no budget to buy commercial time, print ads or billboard space, the group distributes campaign materials to media outlets nationwide - and then hopes the campaigns are used. But the Ad Council has switched tactics this year, asking big media conglomerates for the first time for specific donations of time and space for months ahead. The first round of negotiations has produced media commitments valued at $250 million from companies including Clear Channel Communications, the United States division of Hachette Filipacchi Media and theMeredith Corporation." [When the breastfeeding campaign is finally released, it looks like the new Ad Council placement strategy could mean broader reach. - JC]