Regional debut


Starting April 1 (and, no, it's not a prank), The WB will for the first time begin selling network regional ads in shows like Seventh Heaven
(below). The network will be able to offer advertisers up to five different regions of the U.S., says WB President and Chief Operating Officer Jed Petrick. "Our lack of regional capability has kept money from us," says Petrick. "We've been told by one particular advertiser that that will change with our ability to be a little more tailored." The other networks already sell regional ads, and are looking to target even further (see story, page 14). CBS, for example, sells up to nine different regions of the U.S.