No “Fancy Slogans” For Couric’s Debut

The broad advertising campaign for Katie Couric‘s CBS Evening News “is shaping up to be the news division’s biggest promotional effort in at least a quarter-century, when Dan Rather replaced Walter Cronkite on the evening news,” the Los Angeles Times reports.

“We’re giving it the full resources of CBS and beyond,” says George Schweitzer, president of the CBS Marketing Group. Look for radio and cable commercials, outdoor billboard ads and spots on airline programming.

The campaign won’t have any “fancy slogans,” Schweitzer said. “This is a very straight-ahead approach. People know Katie Couric and they like her very much. They want to know how she’s going to approach her role.”

> NY Post: “Behind the scenes, insiders said the news division has assigned reporters to build a backlog of stories so that Couric will ‘look strong’ immediately out of the gate.”

> Roger Friedman: “Katie Couric loves the press…”