CBS Finds Power in ‘People’

Four weeks after ABC Television took over an issue of TV Guide to promote its fall programming slate, rival network CBS is making a similarly big splash, taking out a 20-page spread in People magazine to promote its lineup of fall shows like Two and a Half Men and CSI.

The campaign, announced by CBS and People, will appear in the Sept. 22 issue on stands Sept. 12.
 
The ABC takeover involved 21 pages in the Aug. 25 issue and represented the first time TV Guide sold an entire issue to a single sponsor.
 
In the CBS case, the network will be the exclusive broadcast advertiser in the People issue