Rather they are products the networks guarantee to deliver to the real customers: corporate advertisers.

For that reason and others, UPN has guaranteed advertisers that it will average a 7 rating for its two nights a week.

Last summer it lowered the circulation it guarantees advertisers to 1 million, from 1.2 million.

In Health has just raised the rate base it guarantees advertisers to 800,000 subscribers from 300,000.

New York Woman will guarantee advertisers in its December issue a circulation of 300,000 women.

Indeed, magazine publishers must maintain the circulation rate-base they guarantee advertisers, so they are forced to continue mailing despite uncertainty.

The network had guaranteed advertisers on the program about a 35 share.

The show, which was savaged by critics from the start, has fallen significantly short of the ratings that Fox had guaranteed advertisers.

In an unusual attempt to revive its sagging advertising, the 110,000-circulation magazine will guarantee advertisers in its December issue a circulation of 300,000 women.

In June 1991 the magazine had a circulation of 146,454 while guaranteeing advertisers an advertising rate base of 250,000.