CBS creates new unit for local advertising sales

NEW YORK (Reuters) - CBS Corp. has created a new business unit that puts advertising sales for local radio, television, Internet and billboards under one roof, the media company said on Monday.

The new unit, called Riot, brings together advertising sales for 147 CBS radio stations and 39 owned and operated CBS television stations. Also included in Riot are CBS Interactive's local Web sites and CBS Outdoor's billboards and display faces.

Rather than buying advertising time or space from individual divisions, customers will now have the option of purchasing multiple types of media from a single business unit.

Running the unit will be Richard Lobel, executive vice president, Altitude Group, CBS Radio; Jon Camera, senior vice president, business development; CBS Television Stations; and Brigg Hyland, senior vice president, business development, CBS Outdoor.

The media company also said the unit had reached its first deal, with DaimlerChrysler's Dodge Ram.

CBS did not disclose financial details of the Dodge Ram agreement other than to describe it as a multimillion-dollar promotion.

The campaign, slated to begin on Wednesday, will involve Dodge Ram spots on local television and radio stations in more than 100 markets.