Word: tenebruso
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Detroit carmakers, reeling from the worst year for auto sales since 1961, have been hardest hit by the strike. They had hoped to use the fall games to help boost business. Chrysler, for example, had allocated at least $15 million for professional football advertising. Says Bill Tenebruso, senior vice president of Kenyon & Eckhardt, the New York City ad agency that handles the Chrysler account: "The strike has hurt us a great deal. You really can't replace the football audience. You can try, but it's almost impossible to do." Sums up Thomas Staudt, general marketing manager...
...Madison Avenue, where the ad agencies are spending an estimated $7.65 billion of their clients' money on TV this year, the news was dismaying. "Nobody ever assumed that viewership would go down," observes Bill Tenebruso of Wells, Rich, Greene. "I think it's a little premature to start saying that something devastating happened to TV in 1977," says Walter Reichel of the Ted Bates agency. "But something is going...
...miniseries-"stunting," as it is known on Network Row-has confused many viewers, leaving them uncertain when their favorite series will be on. "The old habit of most people was to think, 'If it's Saturday, it must be time for Mary Tyler Moore,' " says Tenebruso. "You can't assume anything any more. Shows are shuffled around like peas in a shell game." If a viewer misses the first episode of a miniseries, he may skip the other episodes as well...
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