In Depth

Women in Television: Linda Yaccarino

Who: Linda Yaccarino, executive VP and general manager, Turner Entertainment Sales

Women in TV

Why: Despite the rocky economy, Turner Broadcasting chalked up a 9% increase in ad revenue for the third quarter. Much of the credit for that performance goes to Ms. Yaccarino.

“She played a big role in helping to develop our strategy and implementing what we put together,” said her boss, David Levy, president of Turner Ad Sales and Sports. Ms. Yaccarino brings to the table “her understanding of the marketplace, her negotiating skills and know-how to partner with advertisers and agencies,” he added. “I think she’s a problem-solver.”

What: Ms. Yaccarino said she’s grateful the upfront worked out. But she had tools to work with. One strategy was using Turner’s increasing amount of original scripted programming to offer advertisers an alternative to broadcast at prices that, while rich for cable, were below those of broadcast. “We were in a strong position to offer clients and viewers top-quality programming where marketers’ dollars can work the hardest they can,” she said. As the economy turns murky, Ms. Yaccarino said, she’s knocking on wood. “What we’re seeing right now is a continued demand in the places that really deliver the most bang for your buck, or the best return on investment.”