nbcu's linda yaccarino has her work cut out for her, stitching together broadcast, cable and digital while the flagship falters.
Don't tell Linda Yaccarino she's in the business of selling TV spots.
Instead, the president of ad sales for NBCUniversal asserts that she is selling cola, diapers, jeans and more -- a task that's become increasingly complex in a marketplace where viewer fragmentation is the norm.
So when Ms. Yaccarino kicks off talks with media buyers and clients during this month's upfront -- the annual negotiating dance in which TV networks try to unload the bulk of their ad inventory for the new season -- she's going in with a new strategy.
Her focus will be to demonstrate to advertisers how NBCU can cobble together reach using everything in its media arsenal, from cable giants USA, Bravo and E! to digital platforms like Fandango and DailyCandy.
It's an experiment worth watching: The 2013 upfront season not only marks a new era for Comcast's NBCU, but quite possibly the entire TV industry, as the media behemoth goes to market for the first time with its broadcast, cable and digital ad sales teams under one umbrella