But national advertisers spent only about $50 million on local cable systems.

National advertisers are expected to be even more vulnerable to the tax.

But perhaps the biggest risk of turning from talk to action is that it may not make much difference to national advertisers.

All money for operating expenses comes from local and national advertisers.

As a result, he added, the newspaper is not a "must buy" for national advertisers.

Advertising sales had dropped off, too, as national advertisers left the magazine.

"But now all of those cinemas together can bring in national advertisers."

"National advertisers invest over $1 billion in cable," he added.

The result would be higher ratings for both the regional and national advertiser.

Such lack of protection will hold down ratings and make games less attractive to national advertisers.

Up to now each of the units has been selling time within its programs to national advertisers independently.

Now, according to Lewis Green, national advertisers can buy the country through one office.

But some beach publications have experienced problems attracting national advertisers.

Interestingly, this mix can help draw national advertisers to a new magazine.

The trend is not limited to large national advertisers.

FOR the third time in a week, a number of big national advertisers have all changed agencies on the same day.

They join at least five other national advertisers that have made announcements of similar intentions.

The Democratic leadership is expected to allow the tax to be amended to give a measure of relief to national advertisers.

And national advertisers that want to change their messages according to the region can do it without paying a premium.

Larger national advertisers are also being offered advertising space.

Fourth-quarter revenue from national advertisers was coming up short of expectations.

With only four issues published so far, it is too early to tell whether U.'s strategy will attract plenty of national advertisers.

According to industry figures, large national advertisers spent about $120 million last year on Spanish-language television; the spending is not expected to rise in 1990.

The most recent issue had 43 advertising pages, most of it from national advertisers.