Discovery and Scripps Approach Ad Buyers as One for the First Time
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Discovery Communications and Scripps Network employees were prohibited from speaking to each other while the companies’ merger proceded, until it was finally completed last week. But later this month the newly formed Discovery Inc. will make its first unified pitch to advertisers during a seven-city road show.
“The challenge was trying to pull all of this together without being able to talk,” says Jon Steinlauf, a Scripps executive who became chief U.S. advertising sales officer for Discovery.
The deal added Scripps’ HGTV, Food Network and Travel Channel to Discovery Communications networks such as Discovery, Animal Planet, TLC and ID. Immediately after it closed, more than two dozen people met in a conference room for seven hours to run through every element of the presentation, going over which on-screen talent will attend, the networks that will be featured and the overall messaging, says Laura Galietta, senior VP of ad sales marketing and branded entertainment at Discovery. She previously held the same title at Scripps.
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