Marketing Chief at ABC Steps Down

Veteran marketing executive Steve Sohmer has resigned as ABC’s executive vice president of marketing, advertising and promotion a mere seven months after assuming the position.

A network spokesman confirmed Sohmer’s departure Sunday but wouldn’t discuss the circumstances. Associates, however, say there was a sense Sohmer had become fed up with the job. ABC is coming off a disappointing performance in the February ratings sweeps, in which the Walt Disney Co.-owned network finished fourth in prime time.

Sohmer -- who oversaw marketing at CBS and NBC in the 1970s and ‘80s, launching programs such as “The Cosby Show” -- was recruited to become the network’s marketing chief in August. A headhunter tracked him down on a vacation in Italy as ABC sought help promoting its fall lineup.

Sohmer was generally credited with helping boost awareness of ABC’s new comedies, including “8 Simple Rules for Dating My Teenage Daughter,” which opened to big ratings. He also limited the number of executives who got daily reels of promotional spots, streamlining an approach that he said in September was “crippling the creative process.” Sohmer, who was previously at Pax TV, couldn’t be reached for comment.

With Sohmer’s exit, marketing and advertising executives will report to ABC Entertainment Television Group Chairman Lloyd Braun on an interim basis, the spokesman said.