It was the summer of 2007, and I was busy being 17 and T9-texting while my sister, a rising sophomore at Vassar, interned at TNT and Court TV in NYC. Among a variety of experiences that included working for Nancy Grace at some point, my sister was also learning about promotional strategies at TV networks. This meant that she was often given promotional items which I eventually purloined, as younger sisters are apt to do. Over the years as both of us had moved out, a lot of those items had fallen by the wayside. Out of all of the free gear she got, I assumed that only one item — a very hip, very useful, clear Mad Men umbrella that I still use whenever it rains — had survived the changes that come with time. That was until a few weeks ago. I was at my parents house rooting around for lost treasures (read: looking for a shirt I haven’t seen in awhile) when hark! I came across her Cartoon Network hardcover notebook from 2007. I had completely forgotten about this gem, and when I cracked open its pages, I was not let down. This dope-ass notebook reveals how Cartoon Network was amping up their shows 10 years ago. It’s sort of like a multi-use time capsule, and it shows how far things have come in 10 years. So, without further ado, I give you The 2007 Cartoon Network.
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“We’re on it.”
The CN lets people know that when it comes to entertaining kids, they mean bidness! While there is a lack of exclamation points, they reiterate that they’re “on it” with each bullet point. In 2007, Cartoon Network was apparently “on it” like never before. This is also the first time you will be blessed with the presence of Ben 10.
Multi- Platform & Event Specials
The first of the bullet points from page one is now explained! Since Cartoon Network understands how kids operate, they want to make sure you know that when it comes to Multi-Platform Events & Specials for 2007, they’re on their motherfucking A-Game. The year promised to give “lots of new movies, cool events, special specials, and more.” The movies, events, and special specials are split between two pages. On this page we see Bill & Mandy’s Big Boogey Adventure, Cartoon Network Invaded, Ben 10 — Animated TV Movie, and Ben 10 — Live Action Movie. (You’ll come to see Cartoon Network is really pushing Ben 10 in 2007.)
Look at theses cool events and crossover episodes! Everybody loves a good crossover episode. Also, can we all take a minute to acknowledge what “Props” was?
Programming
Random Person: “Hey Cartoon Network, will you be focusing on your programming in 2007?”
CN: “WE’RE ON IT!”
Notice, all arrows point to Ben 10. (Fun Fact: John DiMaggio — who you may know as Bender from Futurama or Jake The Dog from Adventure Time — also voiced a plethora of characters in Ben 10.)
I wonder if Cartoon Network 2007 knew that Ed, Edd ‘n’ Eddy would eventually appear in a variety of rap lyrics. Oh, you don’t know about this?
“I done lost homies who been with me since Ed, Edd, and Eddy”
– Big Sean, Drake, Kanye West, “Blessings”
“Touch down on the pack and I run it like Barry; Migo like Ed Edd n Eddy”
–Migos, “Look at My Dab”
“She live in a culdesac like Ed, Edd, n Eddy”
–Ness, “Trap Door”
#blessed
Digital Media & Mobile
You gotta admit, it’s pretty cool that Cartoon Network was the first network to stream entire episodes of their show online and the first to launch a Spanish-language version of their site. Clearly, they were con ventaja.
Gaming
OK, am I the only one that doesn’t remember ClipBook?
Sponsorships and Promotions
Even 10 years ago, Cartoon Network knew how important it was to operate well on all platforms. How 21st-century of them!
Consumer Products
STOP TRYING TO MAKE BEN 10 HAPPEN. ITS NEVER GOING TO HAPPEN.*
*Obviously Ben 10 was going to happen. The Ben 10 franchise has received wide critical acclaim, winning three Emmy Awards and grossing over $4.5 billion in retail sales worldwide. Sticking around for 12 years also makes it the longest-running Cartoon Network original franchise to date.
Pro-Social Initiatives
Any guess what Cartoon Networks response is for getting kids to eat their veggies and move more? WE’RE ON IT!
CARTOON NETWORK IS ON IT, GUYS. BE CHILL FOR 2007.
“Some very, very, very interesting facts about Cartoon Network”
We’ve reprinted the very, very, very interesting facts about Cartoon Network in case they are too small to read…
Cartoon Network reaches 91 million US homes and is distributed in 160 countries across the globe.
Cartoon Network committed $500 million [Dayum!] over five years to produce original animated programming.
For season-to-date 06–07, Cartoon Network captured 32% of the K2–11 Ad Supported Kids TV Marketplace and 37% of the K6–11 Ad Supported Kids TV Marketplace. (source: Cartoon Network Research based on Nielsen Media research data. Period: 8/28/06–12/31/06.)
CartoonNetwork.com was #1 with Boys 2–11 and Boys 6–11, with more unique users that the top kid’s TV network websites. (Source: Cartoon Network Research from Nielsen net ratings (home/work) data. Period October 2006)
Since its launch on September 25, Cartoon Network Video is averaging over 2 million streams each week. (Source: AOL Streaming Server Data. Period 9/25/06–12/03/06)
Cartoon Network original programming is now available on download on digital store fronts such as Apple iTunes and Amazon. We reach kids wherever and whenever — including VOD programming, full length broadband video, and original mobile episodes.
There you have it: the 2007 inside scoop on Carton Network’s marketing, everybody. When asked what my sister thinks about this artifact, she responded with this text: “It’s has a cool design that I still find interesting today. And it is definitely a conversation starter if you choose to use it in public :)”.
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