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Profile: Diane Donohue

Feb 18, 2002  •  Post A Comment

Title: Senior VP, advertising sales/Eastern region, A&E Television Networks
Recent interesting deal: “Most recently we partnered with Horizon Media and Geico Insurance to create a multiplatform marketing package for them. It includes on-air sponsorship of our quarterly musical franchise `Live by Request,’ a call-in show that enables Geico to capture multiple live phone calls from their 1-800 number. The deal also includes specially created 45-second Geico driving-tip vignettes that run throughout the A&E and the History Channel schedules as well as on the Biography Channel, History International, Biography magazine and four of our Web sites.”
The next big thing: “We continue to get more and more involved in large integrated marketing concepts for advertisers. For example, the `Biography’ series can be coupled with Biography magazine, Biography.com, The Biography Channel and Biography books, home videos and DVDs, so we can connect an advertiser to the Biography franchise in a very meaningful way.”
Is there anything you wish you had sold less of? “A&E’s March documentary special, `New York at the Movies,’ hosted by Meryl Streep. That’s generated tremendous advertiser interest. If we’d sold less of that, we’d have it available for scatter packages that we’re negotiating now.”
Is there anything you wish you had sold more of? “The History Channel. It’s a strong brand with strong male demos and diverse, informative entertainment. The network is now in nearly 80 million homes. It’s become hip to like history, and while the network did really well last year, we look forward to stronger growth in 2002.”
If you weren’t in media selling: “I would definitely be involved with something in the art world. At this point in my life, it would most probably be interior decorating or commercial design.”