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The initial advertiser lineup includes Mercedes-Benz USA, Bank of America and the History Channel, America West says.
"Jersey Shore," its sexual hook-ups, cultural caricatures, nasty language and bursts of physical violence, incurred some initial advertiser resistance; Domino's Pizza removed its commercials during the first season.
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The companies' said initial advertisers include Cadbury Schweppes, Royal Caribbean, Cisco, Esurance, Intel and General Motors.
Among the initial advertisers on Aspire, which is being promoted with the theme "Our past.
Initial advertisers for in-stream ads include Dell, Gatorade, Best Western, JetBlue and Starbucks.
Mr. Johnson praised the partnership with GMC TV in helping sign the initial advertisers, saying, "So far, knock on wood, we're off to a good start".
"The African-American target is so central to so many of our clients," she added, "particularly those who signed up" as the initial advertisers.
For instance, of the initial advertisers, America Online, part of AOL Time Warner, is a partner with the post office in Internet marketing initiatives on both the America Online and post office Web sites.
"We've got a different objective from a lot of the advertisers in the Super Bowl" seeking "to make a name for themselves," said Roger Berdusco, senior vice president for marketing at Tropicana Products in Bradenton, Fla., which will join the lengthy list of initial advertisers dominated by such dot-coms as Autotrader.com, Britannica.com, Computer.com, DowJones.com, OurBeginning.com and Pets.com.com
WALL STREET JOURNAL Television Start-Up Attracts 3 Initial Advertisers | A new cable channel led by Magic Johnson, called Aspire, with programming aimed at African-American viewers, has struck advertising deals with the Chrysler Group, L'Oréal USA and Nationwide Insurance, three clients of the media agency Universal McCann, The New York Times reports.
Initial advertisers include the AA, Norwich Union and the Territorial Army.
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