Executive Round Up: Publicizing a Show Now vs 2013

We asked executives in the industry how publicizing a show is different in 2023 compared to 2013. Here’s what they had to say.  

Chris Albert
EVP, Marketing and Communications
National Geographic

The volume of choice is incredibly different from what was available ten years ago with more platforms and content than ever before. Getting someone’s time, whether it’s a consumer or a reporter, is a bigger challenge. But we look at that challenge as a driver of our strategy. We take a unique approach to each show and customize them to various audiences—whether we’re investigating black markets, learning about animal behavior or looking back at events that changed our world. Our efforts go beyond traditional PR and include tailored strategies, tastemaker events and influencer campaigns. We are so fortunate to work with some of the best storytellers in the world, and when we reach out to the media, it’s for content we are passionate about. We pride ourselves on delivering for journalists and making sure we are working with them to provide what they need for their audience. It’s a partnership, and we take that partnership very seriously. 

Kim Granito
CMO
AMC Networks

Ten years ago, promoting a show meant getting to the premiere in the noisiest way possible. Today, that effort is less focused on one moment in time and more about reaching potential viewers in a variety of ways over a period of time that extends for as long as the show is available. It’s less about yesterday’s bullhorn and more about using data, targeting and careful curation to find the viewers interested in what you are offering, given the vast sea of options all fighting for attention.