Turner to punch up marketing efforts -- Merchandising and Promotions Will Assume Greater Emphasis By Betsy Spethman

CHICAGO--Turner Broadcasting System is marshaling its properties to become a bigger force in mark

“We’re trying to come up with big equity events we can do on a regular basis, like MTV does with Spring Break,” said Lee Heffernan, svp/marketing and promotions.
In the next few weeks Turner starts shopping its first event, for CNN: a news video competition for high schoolers. Plans call for the fall contest to award a scholarship; affiliate tie-ins “can double the value of the promotion (for a sponsor) and give it a grassroots element,” Heffernan said.