“Very Old Wine In New Bottles”

Long before he created the popular crime-solving TV series “Law & Order,” Dick Wolf was an ad man working for Benton & Bowles and other agencies. Mr. Wolf, 59, recently spoke with The Wall Street Journal about the changing relationship between advertisers and television.

WSJ: Decades ago, many programs were sponsored by a single advertiser, who often got to showcase their products during the show itself. Would you want to work with an advertiser in the early stages of coming up with scripts?
Mr. Wolf: In the old days, that was one of the only ways shows were done. Basically, networks were leasing systems. They leased their air to the advertisers. Kraft would come in and say, ‘We want Saturday at 10 this week, and we’ll pay for it,’ and it was Kraft’s television. This is very, very old wine in new bottles.

In related news from BBC, WPP’s media buying and planning arm Group M has entered into a deal with ABC to create a six-part drama.

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About David Burn

Native Nebraskan in the Pacific Northwest. Chief Storyteller at Bonehook, a guide service and bait shop for brands. Co-founder and editor of AdPulp. Contributor to The Content Strategist. Doer of the things written about herein.