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Mr. Moonves attributed some of the rise in revenue to significant improvements in advertising spending and a "remarkable turnaround in local broadcasting".
Certainly dozens of improvements in advertising quality we launched in the quarter.
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This undermined a modest improvement in advertising and such fickle services as branding.
Energizer executives calculated that the new measures led to a threefold improvement in advertising cost-effectiveness and increased Energizer's revenue in the razor category by 10% in less than four months.
The Gannett Company, the media giant, posted a better-than-expected first-quarter profit on Friday, as the Winter Olympics contributed to an overall improvement in advertising demand and the publisher cut costs.
Gannett says its quarterly results were up 10% due to improvement in advertising, while New York Times says its results were hurt by higher costs, but it managed to top analyst estimates because of better advertising.
In addition, she said, there have been considerable improvements in both advertising techniques and the technologies used to monitor advertising performance.
Despite recent, much-needed improvements in its advertising campaigns ("No one comes close" was an ill-advised slogan for the Air Force), incentive is not what it could be.
The Aegis Group in London said it was reaping the benefits of "further clear improvements" in broadcast advertising in the United States since the first half of the year and that it expected results for the year before one-time costs to be "significantly better" than in 2001.
But it was eclipsed by word that advertising on the Yahoo portal was going to be weaker than expected, erasing for now any gains from improvement in search advertising.
But there was no sign of improvement in June advertising results.
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