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ABC CAMPAIGN GIVES WASHED-UP SOAPS NEW IMAGE; Glams up daytime dramas in effort to replenish longtime audience slip.

Publication: Advertising Age
Publication Date: 21-JUL-08 		Format: Online
Delivery: Immediate Online Access
Full Article Title: ABC CAMPAIGN GIVES WASHED-UP SOAPS NEW IMAGE; Glams up daytime dramas in effort to replenish longtime audience slip.(News)(American Broadcasting Companies Inc. ABC Broadcast Group)

Article Excerpt
Byline: BRIAN STEINBERG

O.J. Simpson killed the soap opera.

The soaps' audience has slipped since the daytime telecasts of his infamous trial in the mid-1990s, said Shari Cohen, president and co-executive director of national broadcast at WPP Group's MindShare. "They sort of never rebounded from that ... and obviously the audience base has evolved,'' she said. "They've got a lot going on in their lives and a lot of opportunity to find content in a lot of places.''

Indeed. "All My Children,'' "One Life To Live'' and "General...

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