Here are some highlights from last week's earnings coverage from BloggingStocks:

• CBS Corp. (NYSE: CBS) reported that Q3 revenue was flat while earnings and cash flow declined.
• Clorox Co. (NYSE: CLX) reported better-than-expected Q1 earnings, helped by healthy gross margins.
• Comcast Corp. (NASDAQ: CMCSA) posted better-than-expected Q3 earnings with modest revenue growth.
• Dean Foods Co. (NYSE: DF) Q3 revenue missed estimates but earnings came in better than expected.
• Expeditors International of Washington Inc. (NASDAQ: EXPD) traded lower after its Q3 earnings miss.
• Garmin Ltd. (NASDAQ: GRMN) beat earnings estimates in the week after the Google Navigation launch.

Shares of CBS (NYSE: CBS) are no longer rolling around in the pits of equity hell. Do you recall when they were trading around $3 per share? Nasty time it was. Amazingly, as I write this, CBS is hovering near a 52-week high. They are well over $12 in value.

Yet, when I look at the latest earnings report, I don't feel as upbeat as the market. According to the press release (the link goes to a .pdf file), revenues were flat for the third quarter and adjusted income dropped to 25 cents per share from the year-ago figure of 39 cents per share.

News Corp. (NASDAQ: NWS), the big media conglomerate that competes with Disney (NYSE: DIS), Time Warner (NYSE: TWX), and General Electric's (NYSE: GE) NBC Universal, issued Q1 data on Wednesday after regular trading was over. Revenues declined 4%, but earnings per share went up 10% to 22 cents. According to Bloomberg, that was enough to beat analysts by four pennies.

That's pretty decent for the company, but there are a couple of spots in need of serious help. It goes without saying that the newspaper industry is having a rough time, so it's not so hard to understand why the news groups experienced a significant decline in operating income.

Viacom (NYSE: VIA), a content player in competition with News Corp. (NASDAQ: NWS), Time Warner (NYSE: TWX), Sony (NYSE: SNE), and General Electric's (NYSE: GE) NBC Universal, issued Q3 numbers today. If we had a different market on our hands, I think the stock would have reacted better to the news. Revenues were down 3%, but adjusted income rose 25% to 69 cents per share. According to Bloomberg, the bottom line came in well ahead of estimates, which were pegged at 57 cents per share.

Sounds good, doesn't it? Well, the company's A shares are down slightly as I write this by about 0.6%, and the B shares are just about flat. Like I say, if the broader indexes were in an uptrend this afternoon, we probably would have seen a pop in the stock.

According to The Hollywood Reporter, the advertising market could be ready for an upswing. Michael Morris, an analyst at UBS, is making a connection between improved sales at retail stores and a robust environment for commercials and the like. His reasoning is sound: if retail businesses are doing better, then they might want want to take advantage of new cash levels to invest in marketing initiatives aimed at bringing in traffic.

Indeed, the advertising industry has been in the dumps. Any good news is welcome. Media entities such as Disney (NYSE: DIS), Time Warner (NYSE: TWX), Viacom (NYSE: VIA), CBS (NYSE: CBS), News Corp. (NASDAQ: NWS), and General Electric's (NYSE: GE) NBC Universal, are counting on increased opportunities to sell their respective inventories at better prices.

The movie-going public was in the mood to see a classic Hollywood horror archetype over the weekend: zombies. Yep, the walking dead, made popular by George Romero so many years ago, were feasting in darkened theaters across the country. According to Box Office Mojo estimates available at the time of this writing, Sony's (NYSE: SNE) Zombieland made the most money at domestic theaters over the past weekend, taking in $25 million.

Sony also captured second place with its computer cartoon, Cloudy With A Chance of Meatballs. That film is on its way to a total haul of over $100 million. At the moment, it has better than $80 million in the bank. Shareholders of Disney (NYSE: DIS), however, had their own computer cartoons in the marketplace as well. The double feature of Pixar's Toy Story and Toy Story 2 came in third with $12 million. To be honest, I thought the idea of running those two back-to-back would be too much to take for the attention spans of the younger crowd. I know it would be way too much for me to take.

Printers of the world unite! Feeling the squeeze from the likes of Amazon (NASDAQ: AMZN) and Apple (NASDAQ: AAPL), a group of magazine publishers is forming an industrywide joint venture ... for protection.

Led by Time Inc., a division of Time Warner (NYSE: TWX), participating companies would create a digital storefront for their content. In this way, they could peddle their goods without the hefty carve-outs that come with Amazon and Apple deals.

Netflix (NASDAQ: NFLX) is feeling a little heat from studios Time Warner (NYSE: TWX), News Corp. (NASDAQ: NWS), and General Electric's (NYSE: GE) NBC Universal. The major media companies would all like to make more money from Netflix's business model, according to BusinessWeek.

No one is really satisfied these days with the DVD industry. Growth in home video is no longer what it used to be. So content makers perceive a need to engage new strategies to offset the this lack of expansion. It would be nice if those strategies were confined to innovation in movie development and the reduction of project budgets. Instead, trying to negotiate more beneficial deals with distributors such as Netflix will probably be the focus of media execs.

I caught an item over the weekend at paidContent about paying for content. Come to think of it, what else would you expect to find over at that site? All joking aside, paying for content in the digital age is actually a very serious issue for media investors. If you're a shareholder of Disney (NYSE: DIS) or General Electric (NYSE: GE), as I am, then you know both of those businesses have ample exposure to intellectual properties that management would like to exploit over the web. For a fee, of course.

The paidContent piece discusses research apparently conducted by a News Corp. (NASDAQ: NWS) subsidiary that suggests consumers would be willing to pay for stuff on the internet. All I can say is, I hope the research turns out to be accurate.

Sony (NYSE: SNE) had a tasty weekend. The studio's new computer-generated cartoon, Cloudy with a Chance of Meatballs, finished the box-office race in first place. According to Boxofficemojo, Meatballs (and I am only shortening the title to Meatballs because, from what I've seen, most media outlets are using this standard; as far as I'm concerned, the movie should be shortened to Cloudy so as to avoid confusion with the classic Bill Murray comedy), made $30 million at domestic theaters as of early estimates. Don't worry, though; even if the estimates come in a little lighter than expected, Sony is going to remain top dog.

That's because the next two films on the chart are each credited with around $10 million. Time Warner's (NYSE: TWX) The Informant! and Lionsgate's (NYSE: LGF) Tyler Perry's I Can Do Bad All By Myself settled into the second and third spots, respectively. These two could conceivably change places once final stats are delivered to analysts.

This is the era of "naming rights" and specialized promotions, such as "XYZ Company is the sponsor of tonight's weather forecast," but a name change for the Dow Jones Industrial Average? Please.

The DJIA's name could change if parent News Corp. (NYSE: NWS) follows through and sells its stock-index business, Bloomberg News reported. Goldman Sachs (NYSE: GS) has been hired to evaluate potential deals.

I read a surprising article over at Boxofficemojo by Brandon Gray. The author highlighted the foreign financial performance of News Corp.'s (NASDAQ: NWS) computer-animated cartoon Ice Age: Dawn of the Dinosaurs, the third entry in the popular franchise. Amazingly, Dinosaurs has now grossed $667 million at theaters outside the domestic market.

What's so interesting about that? Well, it means that the project now occupies third place on the all-time foreign chart. Gray says the number-one film on this chart is Titanic, which was a co-production between News Corp. and Viacom (NYSE: VIA). Coming in second is Time Warner's (NYSE: TWX) The Lord of the Rings: The Return of the King.

Last year, I composed a not-so-bullish appraisal of NBC Universal's Jay Leno strategy. NBC Universal, which General Electric (NYSE: GE) has an 80% stake in, wanted to make sure that Leno's services did not wind up in the hands of a competing media entity when they handed The Tonight Show over to Conan O'Brien, so they bestowed upon him a talk program to be aired weeknights at 10 PM. It debuts tonight. I basically argued that NBC would survive without Leno, and that such an odd programming choice at 10 PM, when scripted intellectual assets are usually broadcast, might not be the optimal paradigm to engage.

Well, I still feel this is a risky move, but I do have to say that an article by Scott Collins over at the Los Angeles Times has piqued my interest in the expected economical benefit that Leno-at-10 might imply. Leno might not bring in a ton of eyeballs, but his profit margin could be acceptable given the lower capital necessary to fund his extravaganza.

Analyst upgrades:

• FBR Capital upgraded Ann Taylor (NYSE: ANN) to Outperform from Market Perform to reflect a recovery in the missy sector and the company's product improvement. The firm raised its target on shares to $19 from $13.
• Roth Capital upgraded Marvell Tech (NASDAQ: MRVL) to Buy from Hold based on product cycle strength in wireless and Ethernet, HDD share gains, and a return of PC growth. Target is $22.
• Goldman upgraded Colgate (NYSE: CL) to Buy from Neutral citing valuation and expectations for a pick-up in unit growth. The firm raised its price target to $85 from $83. Note that Goldman downgraded Clorox to Neutral from Buy.
• Cadbury (NYSE: CBY) was upgraded to Neutral from Underweight at HSBC.
• Garmin (NASDAQ: GRMN) was upgraded to Buy from Underperform at BofA/Merrill.
• Qwest (NYSE: Q) was upgraded to Market Weight from Underweight at Thomas Weisel.

Time Warner (NYSE: TWX) was tops at the multiplex yet again with a scary horror franchise that the teens seem to be enjoying. The Final Destination, according to Boxofficemojo, grossed $12 million at domestic theaters over the three-day weekend, as of early estimates available at the time of this writing. I'm sure Destination will retain its number-one status once Labor Day is figured into the equation.

All About Steve, from News Corp. (NASDAQ: NWS), was the second-place film. It actually came close to Destination's take, bringing in about $11 million. Inglourious Basterds, distributed by The Weinstein Company, was third, and Gamer, an interesting sci-fi flick courtesy of Lionsgate (NYSE: LGF), was fourth. Sony's (NYSE: SNE) District 9, which came in fifth, has now gone beyond $100 million in total take.