Profile: Arlene Manos

Mar 18, 2002  •  Post A Comment

Title: President, national advertising sales, Rainbow Advertising Sales. Ms. Manos recently joined Rainbow from A&E Network. Rainbow’s national cable networks include AMC, Bravo, MuchMusic USA, WE: Women’s Entertainment and the Independent Film Channel.
Recent interesting deal: “Starbucks Coffee sponsored a series of movies that ran commercial-free on Bravo. MuchMusic USA partnered with Pantene on a program called `Pantene Pro Voice.’ The mission is empowering women through music. The campaign includes a contest, TV and Web integration, point-of-purchase promotion and a concert.”
The next big thing: “Targetability, or the desire of certain advertisers to reach a very focused, targeted audience, a clearly identified viewer or consumer, and to accomplish this with as little waste in their media plan and audience as possible.”
Is there anything you wish you had sold less of? “It’s possible that networks with distinctive, original programming could be wishing they held back some supply now that the scatter market has picked up.”
Is there anything you wish you had sold more of? “Had we been aware that “The It Factor” would bring in such a large concentration of younger viewers to Bravo, we might have targeted that audience a little more. We’re looking forward to selling more of WE in this upfront. As a result of WE’s partnership with Johnson & Johnson, there is a lot of interest in the network as a well-defined advertising vehicle with a distinctive voice.
If you weren’t in media: “If I had known such a thing existed, I might have pursued a career in brand management.”