LA MEEK Vol. 6 No.21 THE NEWS MAGAZINE OF THE MEDIA May DI), 1996 $2.95

MARKET INDICATORS Cable's Upfront Begins Network TV: Moving Agencies and net- works, preoccupied Big networks writing deals for 5% CPM increases; others hope for 7%PAGE 4 with schedule presen- tations and upfront have all but put the SPOT TV scatter market aside, perhaps until after the CBS Eyes Olympics. Daytime and news upfronts could Fare from move just after Memo- rial Day; prime time Advertisers may take a little longer. Plans to clear client Net Cable: Active USA and Turrer strike shows for promise upfront deals with of spot budgets Grey and Burnett. Sev- eral other nets are in PAGE 4 discussions with otner irgeociescinclucling TV PROGRAMMING DDB, TeleVest, True NBC Buys North and YErR. 'Twister' Spot TV: Solid 1996 First-quarter recovery may be losing some Pays $10-$12 mil- steam. Flat auto spend- lion for two runs ing is unlikely to help. Mediaweek TVB mainta ns projec- beginning in tions of solid increases. 1997-98 season West still strong]. PAGE 5 Radio: Busy The upticks jest keep NETWORK TV Plan of the Year on coming, as nearly every market reports Fox in A.M. fairly high levels of PAGE 41 activity, especially the Looks Like fX Southwest, N.Y. and L.A.

`Fox After Breallast' Magazines: Mixed will resemble cable's Men's, fitness books 1/4k7f) thriving; some women's `Breakfast Time' books slowing. Com- PAGE 6 puter books rebootng after quiet stretch.

05 4 7 0% of Colorado's population centers around the 13 county Denver area.

Before placing your next ad,considerthat the lack of opposable thumbs makes flippingpages difficult.

Mlle majority of Colorado's population lives in the Denver metro area. The majority of its cattle reside elsewhere. The Rocky Mountain News dominates where the people are, with 70% of all +46,584 Daily Lead newspaper readers and a 6 -county lead of 46,584 daily and 42,673 +42,673 Sunday Lead tT OCO Sunday. As an advertiser, the metro leadership of the News targets N tin your customers where they live, work and shop. To advertise in Denver's leading paper, call CV. 0_ Jerry Dunning, V.P. Advertising, 07 303-892-52:14 nd look us up at www.denver-rmn.com 11211 on the Internet. Daily Sunday Source: Rocky Mountain News circulation analysis of.43C FAS-FAX, 6 -County Denver/Boulder six months ending 3/31196 and 3/31/95. Readership from 1995 Rocky Mountain News Denver Scarborough Report, 6 -county metro areas. Population Metro Circulation Growth from Demographics USA 1995, Market Statistics. If you live here, you get it MEDIAWEEK May 20, 1996 PAGE 3 L aura K Jones JUN 0 1 1996

AT DEADLINE

ESPN Racing to Get Third Channel Going Way Is Cleared for Superstation WBIS ESPN is pushing into high gear to launch a third and possibly a Dow Jones and ITT Corp.'s purchase of New York City station fourth network. ESPN officials last week would not confirm WNYC-TV was approved late last week by the Federal Communi- reports that ESPN3 will be ready to launch before CNN and cations Commission. Dow Jones and ITT intend to change the sta- Sports Illustrated get their planned sports news net, CNN/SI, off tion's call letters to WBIS+ and make it a superstation program- the ground early next year. Privately, the company has for some ming financial news and sports. The $203 -million sale had been time been considering the option of making ESPN3 either an all - seriously challenged by public interest groups. sports news net, a racing channel, a golf channel or a Spanish -lan- guage service. No final decision has been made. ESPN officials Video Jukebox Net Gets More Liberty did confirm, however, that the network is in discussions with the Liberty Media will increase its stake in Video Jukebox Network. Golf Channel about possibly acquiring the fledgling network. Liberty said last week that its stake will rise from 5-10 percent to 28 percent. It will also get 52 percent of the Redstone: I Plan to Buy Half of UPN outstanding votes for its $11.2 -million investment. Viacom Chairman Sumner Redstone says that he INSIDE The sellers, StarNet and Communications Equity still considers exercising his option to buy half of the Associates, also gave Liberty the option to UPN network a strong possibility. Speaking last increase its stake to about 60 percent of outstand- week at a conference sponsored by Forbes magazine, ing shares at a later date. VJN owns The Box, a Redstone said that he is reluctant to take on any music -video network that can be received in more debt but that the entertainment giant would approximately 20 million homes via cable, direct - likely exercise its option before it expires. Viacom broadcast satellite and low -power TV stations. would become a 50/50 partner with station -group owner Chris Craft Industries in the broadcast net- Spokane Stations to Triathlon work. Viacom's option to purchase half the young Triathlon Broadcasting Co. announced it has network expires next January and is valued at $150 closed a deal to acquire radio stations KISC-FM, million. Industry insiders believe that Viacom will KNRF-FM and KAQQ-AM, all in Spokane, buy a half -interest in the venture rather than risk los- Wash., for $8.75 million. The properties were ing a distribution outlet for its program producers. Hibberd, Bergeron and acquired from Sacramento, Calif.-based Silverado Bob of Fox's Breakfast Broadcasting Co. In addition to these three radio NBC Snaps Up Early Upfront Biz 6 stations, Triathlon provides programming to four NBC has begun brokering upfront deals, immediate- other Spokane stations-KEYF-FM, KKZX-FM, ly on the heels of its schedule presentation to adver- HOLLYWOOD KEYF-AM and KUDY-AM-pursuant to a local tisers last week at which the network said it would be 22 marketing agreement. "open for business." The network is said to have reached agreements with agencies for late night as WASHINGTON Addenda:Chris Allen has been promoted to vp well as other dayparts. Agency buyers said no busi- 28 and publisher of Southern Progress Corp.'s 1.2 ness had been done for prime time yet. Buyers million -circulation Cooking Light, from his reported that NBC is looking for CPM increases in REAL MONEY position as associate publisher. Allen replaces Jeff prime time of 12 percent and that increases in other 76 Ward, who was named senior vp and publisher of dayparts are in the low -to -mid -single digits. Weight Watchers, which was acquired by Southern MEDIA PERSON Progress in April...Hearst is floating its first test 'Premiere', 'Martha Stewart' Editors 78 issue of Country Living's Healthy Living, a health - James Meigs, a former editor of Us magazine and oriented lifestyle title that would launch in 1997. senior editor of Entertainment Weekly, was named The second test issue is scheduled for the editor -in -chief of Hachette Filipacchi's Premiere, replacing Chris fall...King World Productions is expected to announce this week Connelly, who resigned two weeks ago... Martha Stewart has whether it will give the green light to its youth -oriented Off the named Stephen Drucker, a former executive editor at Travel & Hook music magazine show. The proposed syndicated series has Leisure, editor of Time Inc.'s Martha Stewart Living. He replaces been having trouble gaining clearances, though it has secured Susan Wyland, who went to Disney Online as editorial director time slots on Tribune -owned WPIX-TV in New York and and vice president of Family.com. KTLA-TV in Los Angeles.

MEDIAWEEK (ISSN 0155-176X) is published 47 times a year. Regular issues are published weekly except the last week of July and the second and fourthweeks of August and the last two weeks of December by ASM Communications, Inc., a subsidiary of BPI Communications Inc., 1515 Broadway, New York, NY, 10036. Subscriptions are $115 oneyear; $195 two years. Canadian subscriptions $260 per year. All other foreign subscriptions are $260 (using air mail). Registered as a newspaper at the British Post Office.Periodicals postage paid at New York, N.Y. and additional mailing offices. Subscriber Service (1-800) 722-6658. MEDIAWEEK, 1515 Broadway, New York, NY, 10036. Editorial: New York, (212) 536- 5336; Los Angeles, (213) 525-2270; Chicago, (312) 464-8525. Sales (212) 536-6528. Classified (1-800-7-ADWEEK). POSTMASTER: Send address changes to MEDIAWEEK, P.O. Box 1976, Danbury, CT 06813-1976. Copyright, 1996 ASM Communications, Inc. PAGE 4 May 20, 1996 MEDIAWEEK

Cable Scrambles fog THE MARKETPLACE cies, including Y&R, True North, DDB Need- range. Buyers reported last week hearing pitch- By Michael Bfirgi and Scotty Dupree ham and TeleVest. The only major agencies that es from NBC, which presented its fall schedule The cable upfront market lurched into seem to be hanging back for now are BBDO and on May 13, and from CBS, which presents this first gear last week as several enter- McCann-Erickson. Several cable -network sales week and may still be sniffing around for early tainment-themedcablenetworks executives said they have budgets registered butdeals at modest increases. But the broadcast landed their first ad deals with a haven't closed yet on deals because they're still networks in general are not anxious to write a handful of agencies at low -single - digitcost -per -thousandin- Road With a ratings increase to sell, cable networks creases. On the broadcast side of the action, the Big Four networks re- To The try to get an upfront jump on the broadcasters; mained in haggle mode last week, Upfront with no major deals getting cut. deals closing at low -single -digit CPM gains In cable, one force driving the market is cable networks' desire to latch on to a chunk wrestling over pricing issues. lot of early business because they expect the of ad dollars before the broadcast nets take over Price may end up as the dividing point be- total dollars in the marketplace to be down this the market. The cablers are also hopeful that tween cable and broadcast for many advertisers. year. If upfront sales top out at about 80-85 per- clients, after paying increases last year that did The broadcast networks are expected to see a cent of inventory, the networks will have more not pay off in ratings, are reevaluating their softened market; ABC is already putting deals units to sell in the scatter market, which is ex- media plans and including more alternatives to out with CPM increases in the 4-6 percent pected to be more robust next season. broadcast TV. USA, TNT and TBS are said to have closed upfront deals last week with Leo Burnett and Grey Advertising. Though the size of the deals could not be determined, the CPM increases did not exceed 5 percent over 1995 prices. USA CBS Plans to Clear Client Program! and the Turner networks are said by agency NATIONAL TV /By Scotty Dupree sources to be selling heavily against each other. CBS, through its newly named Eye - program that might provide a strong lead-i CNN, A&E, Discovery Networks, Lifetime, mark Entertainmentdivision,is to the network run of Dr. Quinn, Medicir Weather Channel and Family Channel are all actively looking for new ways to Woman for the O&Os. close to cutting deals and could move significant pump advertiser dollars into the net- The tactic, which would alleviate tF levels of inventory by Memorial Day weekend. work and its owned -and -operated stations as problem of preemption of daytime events t Several sales executives for those networks said well as CBS affiliates, according to advertis- affiliates, especially in weekend time per they expect that their CPM pricing will end up ers who have had discussions ods, would reinforce the ne 5-7 percent ahead at best. with Eyemark executives over work -affiliate relationship. BI This spring's early business signals a slightly the last few months. more importantly,it woul unusual marketplace for cable, which has shown The strategy, advertisers grow the revenue streams ( steady ratings strength over the last two sea- say, is to clear a program or the 15 CBS -owned station sons-prime-time ratings for basic cable are up series of shows on the net- one of the network's mot about 22 percent. Yet cable networks still will work, most likelyin non - profitable divisions. be hard-pressed to get the ad price increases prime -time slots, in exchange Eyemark executive vp Bc they feel they deserve. Cable sales executives at for a commitment of a hefty k* Cook confirmed that discu several networks believe that cable inventory percentage of spot advertising g sions with advertisers are tal remains undervalued and are seeking to raise dollars to CBS' owned -and - ing. place, but he said that r CPMs somewhere around 10 percent, depend- operated stations and affili-Eyemark's Wilson: specific agreements have bee ing on the daypart and the inventory, during this ates. Among the types of pro-Clearing for dollars reached. Cook and Eyemai upfront. Overall, cable is expected to come in grams that might fit such a president Ed Wilson, who al; with CPM increases of about 5 percent but with deal are sports events, movie packages and hold titles at CBS Enterprises, count amoi significant gains in dollar volume. network -quality programs that don't make their responsibilities opening up new revem Both the general -entertainment services and the CBS prime -time schedule. The group has streams for the O&Os as well as syndicatic the more specialized cable networks were heav- also been looking for a Saturday -evening and program development. ily involved last week in discussions with agen- May 20, 1996 MEDIAWEEK PAGE 5

'Twister' Blows NBC's Way Net pays $10-12 million for broadcast rights to top -grossing film TV PROGRAMING /By Eric Schmuckler lollars In yet another of its lightning -fast moves, that demo, including the top four: The Fugitive, NBC has already swept up the broadcastA Few Good Men and repeats of National Lam- Cable networks USA and TNT have seen rights to the new smash movie hit Twister. poon's Christmas Vacation and Jurassic Park. their ratings shoot up dramatically, giving them The network acquired the Warner Bros. NBC's lineup of theatricals for next season considerably more gross ratings points to sell. blockbuster shortly before it opened 10 includes such Warner Bros. smashes as Batman Advertisers have been responding by increasing days ago with a May record $41 million Forever and Maverick. the budgets they allocate to cable. But agencies in box-office receipts. NBC paid an estimated The network made a pitch to advertisers for are warning cable networks that those increased $10-12 million for two broadcast runs under its Schindler's List at its upfront presentation last budgets come at the expense of CPM increases, output deal with the studio. week. Selling advertisers into leaving some cable nets with a catch -22: Take The film will be available the Holocaust epic won't be the increased budgets at flat rates to fill the to air during the 1997-98 sea- easy. Even Jerry Seinfeld, increased inventory, or take less inventory but son, perhaps in the February who did a short stand-up set, charge CPM increases for those buys, running or May sweeps. It will not air joked that the film may not the risk of having too much inventory left when before a run on the studio's be the most desirable envi- the scatter market arrives around Labor Day. corporatecousin,HBO. ronment for most products. One saving grace for cable is a flood of first- NBC declined to comment. NBC president of sales time TV dollars coming in this year. Rick Sir- The preemptive plucking LarryHoffnersaidthe vaitis, president of IFE Ad Sales, pointed out of Twister, reminiscent of Schindler's telecast (the date that almost one-third of all first-time national how NBC grabbed the rights has not been set yet) will have TV budgets now begin on cable, rather than to Jurassic Park 18 months fewer ad breaks and fewer than ago, shows how top-flight the- commercial minutes with the broadcast networks. a atricals have become an in- usual. "We want whoever ad- creasingly attractive proposi- vertises in there to stand out," tion for the networks. Big- NBC flies withTwister starshe said. The network would Eyemark has broached the subject before, timefeaturefilmscan Helen Hunt and Bill Paxton prefer to sell the film to a sin- lost recently with the ill-fated syndicated become event programs for gle sponsor. Failing that, it ilk show J&L TN Media agreed to take an the nets-as NBC will try to do with the Oscar - will sell half- or quarter -sponsorships, but "we quite stake in J&I to guarantee the show's winning Schindler's List early next season. don't want to sell it in scatter." One network access as well as have a hand in the content. NBC swept all movie categories this season, buying chief estimated a full sponsorship might ;ut the deal fell through early this year due winning made -fors and miniseries as well the- cost as much as $7 million before commission. ) clearance problems. atricals. In adults 18-49, the network's theatri- "You don't want singing commercials in Getting the deal may be the toughest part cals averaged a 7.0, versus a 5.3 for ABC, a 5.1 there," said the buyer. "I could see an AT&T or f the equation for Eyemark, advertisers say. for CBS and a 4.8 for Fox. NBC has grabbed an IBM doing it. They'll sell it. The movie is a It looks great on paper, but what it does is seven of the top 10 theatricals so far this year in downer, but it's an important downer." ike away the ability to negotiate," said one dvertiser who was approached for such a eal. The ad executive said that the industry as been waiting for such offers to pop up ow that there is a concentration of power at Three -Ring Circuit le networks, although they had been xpected to come from ABC first. ABC, Fox and CBS go down to the wire on their shows of new shows But CBS, with Westinghouse's stated THE FALL SEASON / By T. L. Stanley oal of fine-tuning the local broadcast perations to be even more profitable, has The week is shaping up something like tomorrow. Fox also will turn to a new Chris lso been expected to find some explicit this: Michael Eisner is taking a firm Carter drama to pump up its Sunday -night pres- average in the marketplace with its sta- grip on ABC's fall schedule, which ence. Fox also will stick with its urban-themed ion group, the largest in broadcasting. will be announced today, guiding Thursday lineup as counterprogramming. This is unique to CBS," said another some Disney-created shows onto the CBS, which presents on Wednesday, hopes roadcast buyer who would not speak for lineup but not excluding product from stars and more stars will relieve its doldrums. ttrinution. "But willit be a trend? I other studios, as some producers had feared. Advertisers and media buyers, though rife xpezt that we'll see more of these deals in Fox, the master of counterprogramming,with speculation about what will or will not he next year." will schedule several of its highest -testing sit- make the three nets' schedules, say they are coms as companion pieces for tried-and-true far from deciding where to spend their dol- shows when the network announces its slate lars. "Nothing matters until it's all out there PAGE 6 May 20, 1996 MEDIAWEEK

in front of us," a media buyer with a large Los Angeles agency said last week. The race for ad dollars will be an interesting Fox Greets Mornings one. Last week, fledgling networks UPN and the WB set schedules with heavy urban appeal, Net reshaping fX cable show for the big time; heavy promo planned while NBC, once a pioneer in programming that TV PROGRAMMING / By T. L. Stanley featured African -Americans, laid out a lineup of fall prime -time shows that features only a Aman, a woman, a puppet and an order from day to day. A regular segment, handful of black cast members. apartment. These are the seemingly culled from Breakfast Time, will be remotes As word began to leak out last week about humble origins of what Fox hopes from across the country. Five "road warriors" what will likely appear on the ABC, CBS and will be a successful break this sum- will fan out to interview people about their lives Fox skeds, insiders said they heard few surpris- mer into a new daypart: morning. and jobs. Faiman recently spent time in Europe es. CBS' decision to stick with familiar TV faces Fox After Breakfast, a 9-10 a.m. show establishing contacts for the show; though he could be a good one, encouraging sampling launching Aug. 12, will draw heavily on its pre- declined to give specifics, insiders said interna- from viewers who may have long ago strayedcedessor, Breakfast Time, which aired for two tional remotes may be used for both news cov- from the network. Bill Cosby's new sitcomyears on Fox cable channel fX. The live show, erage and the "people features." could end up on either Sunday or Monday, while aiming for an 18-49 demo weighted heavily to Fox execs describe the program as upbeat the Ted Danson project may not land in thewomen, will retain the fluid format and pace of without being smarmy-Pollyanna "if Pollyan- cushy post -Murphy Brown slot as first expect- Time but become more topical. na could be hip," said Doug Binzak, Fox senior ed. (Strong returning sitcom Cybill could end up "It won't just be entertainment in isolation vp for scheduling and marketing strategy. there instead.) Insiders said CBS' final decisions of the world around us," said Peter Faiman, Fox used the May sweeps to introduce Berg- may not be made until as late as Tuesday night. Twentieth Television president of programming eron and Hibberd to the network's prime -time Other CBS like - and executive producer of the show. "It'saudience. The pair hosted Fox's Wild Adven- liesinclude Public intended to be a ride through America, with tures in Paradise, interviewing stars of Fox's Morals,aSteven the issues of the day being discussed." Like- prime -time series, to show viewers how they Bochco sitcom; The ly early topics will include the political sea- deal with celebs. Breaks, starring Mi- son and the Olympics. Fox plans an extensive outdoor advertising chaelChiklis;and In keeping with the spontaneous flavor campaign for the show, including billboards and Pearl, with Rhea Perl- of the show, Fox also may bring back live signs on buses and at grocery stores and malls. man. On the drama commercials, once a staple of morning Cable television will be an important part of the side at CBS, stars shows. Faiman said Fox is searching for mix, as Fox hopes to reach people who are surf- rule, with Moloney, a sponsors with products that would fit in. He ing those channels during the day, Binzak said. Peter Strauss cop dra- envisions After Breakfast hosts Tom Berg- For the first time, Fox intends to buy ads in ma; Mr. & Mrs. Smith, eron and Laurie Hibberd and their sidekick magazines like Good Housekeeping and other with Quantum Leap- Bakula: Likely to Bob the Puppet showcasing anything from women's books to support After Breakfast. Pub- er Scott Bakula; and make cut at CBS food to household cleaners. lications that Fox does not use heavily to pro- EZ Streets with Ken The show, which will continue to originate mote prime time-including TV Guide, Sunday Olin and Debrah Farentino. A quirky drama from a one -bedroom apartment in New York, TV supplements and cable guides-also will be called Early Edition, about a psychic newspaper will blend the usual celebrity interviews with part of the mix. reporter, also has a shot, CBS insiders said. segments on cooking to walks through the park. Fox sees opportunities for ad tie-ins-every- While ABC's new fall pickups may be slight- While it has a basic framework, the show isthing from the furnishings and gadgets in the ly weighted to Disney product, including Dan- unscripted and its features will appear in no set apartment to hosts' clothing is up for grabs. gerous Minds and the Baywatch-like Daytona Beach, there is likely to be room for shows from Paramount (Clueless) and Viacom (Sabrina the Teenage Witch), both of which are expected to land on ABC's TGIF block. ABC's existing Showdown Set in Milwaukee partnership with DreamWorks SKG likely will bring Bebe Neuwirth's sitcom Dear Diary andA $1 -billion offer for Journal Communications has some salivating Michael J. Fox's new sitcom to the lineup. NEWSPAPERS / ByAnya Sacharow Fox, which had high hopes for its Shelley Long sitcom, Home, may dump the project after An unsolicited $1 -billion offer to buy until after the offer had been turned down. all. The network is relying heavily on the results employee -owned Journal Communi- Sextant Partners has retained Joel McNally, a of audience testings of new shows, and Home cations, owner of the Milwaukee veteran columnist for the Milwaukee Journal reportedly bombed. On the other hand, a few Journal Sentinel, is being brought to who lost his job last year after the paper merged shows scored so well with audiences that they the employee shareholders in the with the Sentinel, to contact shareholders and earned slots on the schedule, Fox sources said. wake of a rejection by Robert Kah- determine the level of interest in the bid. "I Those shows include Warner Bros.' Lush Life lor, chairman and chief executive of Journal haven't heard a discouraging word," McNally with Lori Petty and Karyn Parsons, the Fox -pro- Communications. Kahlor rejected the bid from said of the response to Sextant's offer. Employ- duced Secret Service Guy, and Witt -Thomas' The private investment house Sextant Partners last ees and retirees own 90 percent of the company.

Best Years. -with Scotty Dupree February without informing the shareholders "There has been underlying resentment at Tim Allen is famous for supercharging everything, including your key demo - Adults 18-49. After all, Home Improvement is the cornerstone of a Pnmetime schedule that's won the most nights this season among that coveted audience. And more nights among total viewers than the other three networks - combined! Tim would call that power. And it's built into our entire schedule - not just one night. So put your brand on ABC. And turbocharge your media plans.

17- Source: A. C. Nielsen, NTI, , ias- 9/18/95 - 4/26/96 PAGE 8 May 20, 1996 MEDIAWEEK

being held up nationally as an example of an gate a possible lawsuit against Journal Commu- employee -owned company and not have any real nications aimed at forcing management to put Ellis Awash in employee input," said McNally, who-as a the Sextant offer to a shareholders vote. shareholderowns 17,000 units of stock. Journal Communications is considered a gem Journal Communications spokesman Bob property because it owns a monopoly newspaper Crimson Tide Dye countered that shareholders hold the ulti- as well as three TV stations (in Milwaukee, Las mate authority since they elect the board. Any Vegas and Lansing, Mich.) and eight radio sta- Ala. pension fund backs deal decision to sell the company would have to be tions. Journal Communications in 1986 rejected a approved by a two-thirds majority of the active $600 -million bid for the company from Affiliated TV STATIONS /By Mark Gimein employee shareholders, Dye said. Publications, the former owner of The Boston Finance has made for some strange bed- Christopher Shaw, a partner in Sextant who Globe and BPI Communications. fellows, but few as unusual as the triad was instrumental in the sale of the Louisville Shaw is planning to visit Milwaukee next of broadcaster Bert Ellis, Boston lawyer CourierJournal & Times from the Bingham fam- week to meet with shareholders and size up the Stephen Burr and the Retirement Sys- ily to Gannett in the mid -1980s, said Journal situation. He refuses to identify the client tems of Alabama. After five months of nego- Communications shares are currently trading at behind the bid for Journal Communications. tiations, the Alabama pension fund last week a 60 percent discount and Sextant is offering 100 Industry speculation is that the offer could not agreed to finance a $732 -million buyout of percent on behalf of a media company he will be coming from an established newspaper com- Ellis Communications. not name. The Wall Streeet Journal calculates pany because it is considered hostile to man- Burr and Don Tomlin, a Columbia, S.C.- that the $1 -billion proposed purchase price agement, which is unusual in the normally dig- based merger and acquisitions specialist, would leave each employee and retiree with an nified newspaper business. Shaw has stated his brought the leveraged deal to the Alabama average of $340,000. Plus, Shaw said, "Our client client has no interest in a hostile bid. employees pension fund, a state agency with would bring in better management." In 1995, Journal Communications' net earn- $15.6 billion in assets. The RSA had been William Dixon, a lawyer at the Chicago- ings were $44.2 million on revenue of $591.8 looking for a broadcast deal since cashing out based Davis, Minder, Barnhill & Galland, has million. Journal Sentinel circulation is 286,741

earlier this year on a successful financing been retained by some shareholders to investi- daily and 462,168 Sunday. arrangement with Park Communications. RSA chief investment officer Tom Milne said that he believes the Ellis deal carries lit- tle risk for the fund, describing the RSA as normally very conservative. "All our bonds BPI Realigns Management are triple-A," he said. The fund invests pri- marily in the stock and bond markets and Babcock becomes president and ceo; Dacey takes Adweek Magazines owns real estate, including hotels in Florida and Montgomery, Ala. BUSINESS MAGAZINES The deal promises to give the pension fund ohn Babcock Jr., president and ceozines at Ziff -Davis. He began his career at a 10 -percent annual return on its investment of Adweek Magazines, last week Dun -Donnelly, then the trade publishing and warrants for 80 percent of the equity in was named president and ceo of itsunit of Dun & Bradstreet. the company. Meanwhile, some of Ellis' cur- parent company, BPI Communica- Dacey joined Adweek Magazines in 1993 rent investors will multiply their initial invest- tions. Babcock succeeds Gerald from the Chicago Sun -Times, where he was ment several -fold. CEO Bert Ellis will gain an 411Hobbs, who remains president andsenior vp/advertising from 1988 to 1993. estimated $40-50 million while most likely get- chief executive officer of BPI's parent com- Before that, he was with McGraw-Hill Publi- ting back a stake in the company. Burr, who pany, VNU-USA. cations Co. for 10 years, during which time he acted as an advisor to the RSA, will also get a Mark A. Dacey, became vicepresi- share in the company, officials said. executive vp/group dent/U.S. advertising "This is very similar to a management publisher of Adweek director for Business - buyout," said Milne. The RSA will provide Magazines, succeeds Week. $732 million in 20 -year financing. The war- Babcock as president. BPI Communica- rants it receives will allow the fund to take Dacey will now over- tions Inc. is a world- control of the company, though Milne said seeoperations at wide media company the fund is unlikely to do that. Operating con- Adweek, Brandweek, producingspecial- trol of the company will rest with Burr and Mediaweek, Marketing ized publications in his management team, which is expected to Computers and New entertainment, mu- include Bert Ellis. Product News, as wellBabcock (left) takes the reins at BPI; sic, advertising, art Management will receive as much as 20 asadirectory andDacey (right) succeeds him at Adweek. and design, and percent of the stock. Burr will determine the seminar division. offeringelectroni- size of management's stake (including his Babcock has been with BPI since 1986.cally delivered data and marketing and own) and the rate at which it is vested. "Burr Besides running Adweek Magazines, Bab- research services to creative people in cre- will probably get a single -digit stake," said cock also served as publisher of BPI's Bill- ative businesses. BPI is a wholly owned Milne. "If the company doesn't grow, that's board Magazines and as president of the subsidiary of VNU, the United Dutch Pub-

not worth anything." BPI Magazines Group. Prior to BPI, Bab-lishing Companies, one of the world's

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Z mz 0 1"1122.0-10 -1 2. W > rT1m > CO 33 G) m m News than from any otherMore source people - and get they their have news for from over Peter Jennings and ABC andtheThey'restraight highlyPrimetime part -soughtyears. of theLive But Adultsreason are the the good18-49 ABC's top twonews and Primetime news 25-54 doesn't magazines audiences. schedule end there. among has 20/20 outperformedofreachesyour Adults brand nearly 18-49, on theABC. 90 and othermillion Andthey're networks makepeople part your inofthis an news season averageABC as News bigin week. nightly as line-up ours. So wins put that - Source:9/18/95 -A. 4/26/96 C. Nielsen, (Primetime), NTI, 1/1/90 9/25/95 - 12/31/95 - 12131/95 (News/Six (News/Cumulative Straight Years), Audience) PAGE 10 May 20, 1996 MEDIAWEEK

NETWORK TV GettingaSecond Chance Late nightis shaping up to be the wild card in this year's upfront market. As Some network cast-offs will live on next season-at new addresses some buyers see it, the daypart may yield some of the largest CPM increases for the TV PROGRAMMING /By T. L. Stanley and Eric Schmuckler networks. Although Fox will be a player Is one man's trash another man's trea-said Garth Ancier, head of programming for again (with 13 Bourbon Street, a week- sure? In the current network -televi-the WB. "It's not a limitless pool of produc- night serial that will launch in January) sion landscape, that old maxim could ers and performers who command a show. and ABC will triple its late -night invento- prove true. Last week, The Jeff Fox - With six [broadcast networks] out there com- ry (adding Politically Incorrect after Night - worthy Show, In the House and Broth- peting for product, I think we'll see more and line in January), the ratings battle and erly Love all found new homes for next more of it." price discrepancy between CBS' The Late season after being cast aside by the networks For his part, Foxworthy said he has been Show With David Letterman and NBC's that gave them life. Programming -hungry on an emotional rollercoaster. "My manager The Tonight Show With Jay Leno are ex- networks UPN and the WB will recycle In called up and said, The bad news is ABC has pected to drive the market. With Letter- the House and Brotherly Love. ABC's down- cancelled you, but the good news is NBC is man's ratings down about 30 percent this home Foxworthy is shifting to NBC as part picking you up.'" season in adults 18-49, buyers say CBS of that network's effort to build sitcoms Foxworthy's redneck shtick may seem an will have 30 percent more inventory to around personalities. odd match for NBC's urban -sophisticate feel sell. To generate the same ad revenue, Foxworthy, the former stand-up comic who and for the 8 p.m. Monday time period, long CBS will have to write a CPM increase of is a hero in the heartland, deserved another the home of Fresh Prince of Bel -Air. But Fox - 10 percent on the show, according to buy- shot after being dropped from ABC's sched- worthy called his comic persona "an everyman ers. Over at NBC, Leno's ratings are up ule, Warren Littlefield, president of NBC thing" that plays as well in Chicago as in Dal- more than 10 percent in adults 18-49, Entertainment, said during the network's las. In any event, one NBC executive said the which could warrant a CPM increase of as advertiser upfront presentation last week. Innetwork is not likely to play up the star's much as 20 percent. "It's possible that the an interview, Littlefield said Foxworthy should "white -trash" routine. [late -night] daypart could see double-digit have been a keeper on ABC. "When he was on Buyers say there can be several advantages increases," one buyer said. There may be in a decent time period, to picking up another money available, network sellers say, to he didn't just score-he network's cast-offs. "It's float new ABC and Fox shows-which are soared," said Littlefield, one less unknown you not likely to threaten the leaders-in the who questioned ABC's have to introduce the time peroid. "You can't take a risk with all promotion of the show viewer to," said Betsy of your late -night buys," one buyer said. and its time changes. Lit- Frank, executive vp of "The reality is that anyone buying late tlefield said NBC plans Zenith Media. "Obvious- night has to buy Jay or Dave." Not every- on making changes to ly the networks are see- one is as optimistic about the daypart, Foxworthy, giving it more ing shows that they think however. Larry Hoffner, president of attention than it received fit their strategies." NBC sales, sees ABC andFox as potential at ABC. The WB has picked threats. "There are more places to put Some buyers at the up NBC's Brotherly Love, your money in late -night," Hoffner said. NBC presentation were starring Joey Lawrence Fox is optimistic about its soap -opera puzzled by the network's and his two brothers, and show. "Advertisers are responding well to decision to schedule Fox - will pair the sitcom (7:30 an alternative in late -night," said Jon worthy on Mondays at 8 p.m) with Kirk (7:00) on Nesvig, president of Fox Sales. "A young p.m. next fall, preceding Sunday night. Ancier said serial is a good way to go; it's a strong a new sitcom featuring Brotherly Love was cho- counterprogramming strategy." stand-up Tom RhodesOn the move: Foxworthy (with sen over at least three and a 9 p.m. movie. "Icostar Anita Barone), spurned by other series that were in Universal Televisionhas signed produc- haven't been able to sellABC, will kick off NBC's Monday development for the time ers Jonathan Axelrod and James Wid- myself on it quite yet," slot. The production team does to a multiyear comedy and drama said one media buyer from a large New York behind Brotherly, Witt -Thomas and Touchstone series development deal. Axelrod and agency. "I don't know what they're trying to do Television, and its popular star tipped the Widdoes, who formed their own produc- on that night [Monday]." scales, Ancier said. tion company in 1993, developed the One school of thought says a series that Another show that ended up on WB's slate CBS series Dave's World and Can't Huny died on one network is likely to fare no better (Sundays at 9), Life With Roger, had been in Love. Widdoes most recently directed the on another. Yet Foxworthy, which had a poor development as a "Must See" comedy for pilot Something So Right, which was time slot on ABC (Saturday at 8), could end NBC but was not picked up there. The oddball picked up last week by NBC for its prime - up with star treatment at NBC and flourish buddy sitcom is executive produced by Bob time schedule next season. with the proper promotion. Griffard and Howard Adler, the Perfect -By Scotty Dupree and Michael Freeman "The stigma of picking up a show from Strangers team. another network has almost disappeared," Last season, WB grabbed Sister, Sister SPOTLIGHT ON FALL '96

Nothin\gring's viewers to the set quite like Monday Night Football. But househclds aren't just us ng television Monday nights, they're glued to it. That's why Monday Night Football has been a Top 15 Primetime performer in households for the past seven years and the Number One regularly scheduled sports series for 27 years! But the action doesn't stop there. ABC puts up big numbers every season - especially among Adults 18-49. Among that coveted audience, ABC has won more Primetime half-hours than any other network this year. And the most nights outright. We've also claimed more nights amcng total viewers than the other three networks - combined! So put your brand on ABC. And score big this fall.

Source: A. C. Nielsen, NTI, 9/18/95 - 4/26/96 (Primetime), Sept. - April thirty -week season 1989 - 1996 (Primetime) PAGE 12 May 20, 1996 MEDIAWEEK

CABLE TV from ABC and made the show a cornerstone One NBC executive said that the network of its family lineup on Sunday night. (WB is originally planned to bring back In the House, shifting Sister, Sister to Wednesday for fall.) which is produced by NBC Studios, this fall. USA Networkslast week introduced a UPN has picked up NBC's In the House, The network would have revamped the show $175 -million slate of new series and the sitcom featuring LL Cool J, which will goas more of an ensemble piece, making it into movies for next season. Rod Perth, presi- in on Monday nights at 8. UPN also looked at "a black Friends," the NBC executive said. dent of USA Networks Entertainment, picking up NBC's cancelled Jag, but decided But when UPN and WB both expressed inter- has committed the cable network to 20 to pass (CBS is said to be interested in Jag). est in the show and even got into a little bid- new original films in 1996-97. Heading UPN dropped another show it snagged fromding war over it, NBC decided to take the

the list is a $15 -million version of Moby NBC this season, Minor Adjustments. money instead. Dick, to be produced as part of a deal with Hallmark Entertainment. Hall- mark's Robert Halmi Sr. and Francis Ford Coppola will be executive producers of Moby Dick, which will air in the last L.A.'s Newest Player: Young quarter of this year as a four-hour mini- series. Also part of USAs Hallmark deal Acquisition of KCAL puts growing group in the big leagues is The Louis Armstrong Story (set for By Mark Gimein 1998); an adaptation of Aldous Huxley's TV STATIONS / Brave New World for USA sister network The gavel came down at $368 million ney ran the station and the way any of the the Sci-Fi Channel; and a version of Jules for Los Angeles station KCAL TV groups that were bidding would run it are very Verne's Journey to the Center of the Earth, last week, as Young Broadcasting different," Young said. "They were building also for Sci-Fi. Both adaptations will pre- agreed to take the station off Walt their image, spending so many millions of dol- miere in second-quarter 1997. In new Disney Co.'s hands. New York-based lars on things like promotion, that there are series, USA has commissioned its first sit- Young won a surprisingly heated auc- significant savings just from cutting costs on a com pilot, tentatively called Claude's tion for the unique station, beating out station line -by-line basis." Crib, from Paramount Television. USA groups including Granite Broadcasting and Some station executives were surprised by also will air drama series based on the Argyle Communications as well as a consor- Young's bid because Disney holds a 14 percent films The Big Easy (which premieres in tium of investors led by Magic Johnson. nonvoting stake in Young, acquired via Young's August) and La Femme Nikita (January), KCAL is one of the few viable major -mar- 1994 public offering. "This is like Disney sell- as well as a comedy tentatively titled ket independent outlets in the coun- ing the stationto Rudy, developed by David Steinberg. Sep- try. The station currently has a news itself," said a senior arately, Sci-Fi has acquired off -net rights staff of more than 175, and programs executive of one TV to Earth 2, sea Quest and M.A.NTIS.; the five hours of news each weekday, group. Disney's stake network will launch two new series, Sci-Fi including prime -time news from 8 to in Young can be Trader (Cool Stuff from the Cosmos) and 11 p.m. Last year, KCAL's Prime 9 increasedtojust Trailer Park, which begins in July. News at 10 won the Radio and Televi- below 20 percent. sion News Directors' Association Young's manage- Another small MSO,Montvale, N.J.- award for best newscast. The station's ment retains voting based US Cable Group, is biting the dust. spot -news reporting, most notably of control of the com- Tele-Communications Inc. announced the O.J. Simpson arrest, has often pany.Youngsaid last week that it plans to buy the remain- won national recognition. Yet KCAL's that Disney's stake ing 50 percent of four cable systems it has news programming generally aver- fallswithin FCC jointly owned and operated with US ages only a 5 share of the Los Angeles guidelines,but he Cable Group. The systems, located in the TV audience. The station also broad-ii.1-- added that Disney is Chicago/northern Indiana area and in casts games of the California Angels (25 per- Vincent Young: discussingpossible northern New Jersey, serve some 175,000 cent-owned by Disney) baseball team and the Projecting better antitrust issues with cable subscribers. Terms of the deal were Disney -owned Mighty Ducks of the NHL. profit margins the Federal Trade not available. US Cable and TCI plan to Most of the interested parties are said to Commission. put up for sale the balance of US Cable's have made bids near the level of the $324 mil- The purchase of KCAL represents a major cable systems, serving 60,000 subs in New lion Disney paid for KCAL in 1989. Young'smove for Young Broadcasting, whose quiet York, Texas, Georgia, Florida and South purchase price represents a multiple of 16 expansion is making the company a more sig- Carolina. Meanwhile, Cablevision Sys- times the station's cash flow. nificant player in the station business. Adam tems Corp., based in Long Island, said it Vincent Young, company ceo and son of Young started the company as an advertising plans to acquire the portion of four cable founder Adam Young, said that KCAL will rep firm more than 50 years ago. Young Broad- systems in the Northeast it does not continue with a strong news lineup in whichcasting was formed 11 years ago, when the already own from Warburg, Pincus In- "viewers should notice no difference." Young Young family decided to expand into TV -sta- vestors, L.P. The systems have about said that the station's profit picture should tion ownership. The company currently owns 420,000 subscribers; the deal is valued at improve; Disney spent heavily on KCAL, 10 TV stations, including six ABC affiliates; its $183 million. -By Michael Biirgi using it as a showcase outlet for the company's largest property is WKRN-TV (ABC) in

sports and promotion efforts. "The way Dis- Nashville, Tenn. E'ica Kane is the most dominating character in Daytime Dramas - and we're not just talking about her persuasive skills. The same can be said of ABC's entire Daytime line-up, which boasts three of the top five shows with Women 18-49. But Daytime isn't the only p ace putting up dramatic numbers. ABC's World News Tonight With Peter Jennings has reigned for six st-aight years. Monday Night Football has been -Vs Number One regularly scheduled sports franchise for 27 years! And our Primetime line-up won the most half-hours this season among Adults 18-49. So put your brand on ABC. And take the drama out of media buying.

Source: A. C. Nielsen, NTI, 9/18/95 - 4/26/96 (Primetime), 9/25/95 - 4.26/96 (Daytime) PAGE 14 May 20, 1996 MEDIAWEEK

MAGAZINES CN Remodels Its 'House' Times Mirrorin October will launch The Essential Guide to Sport Utility Vehicles, a Finishing touches put on 95 -year -old title for Aug. 13 relaunch title aimed at consumers interested in buying a new vehicle from automakers' MAGAZINES /By Anya Sacharow hottest category. Newsstand distribution Conde Nast has set Aug. 13 as the CNH&G editor Dominique Browning, for- will begin at 200,000, with additional cir- relaunch date for its retitled Conde mer editor of Mirabella and a former assistant culation available through direct sales Nast House & Garden. The 95 - managing editor at Newsweek, wants the mag- from Times Mirror's other magazines, year -old title was shuttered in 1993 azine to retain its style, chic and sophistica- their Web sites and Times Mirror news- after Conde Nast acquired a pri-tion. "Great photography, great interiors, papers. The core content of the magazine mary competitor, Architectural beautiful rooms, a sense of coming into the will be a comparison guide with road-test Digest, fromKnappCommunications. rooms," Browning said. While Browning has results, comparative ratings and recom- CNH&G will relaunch as a monthly with a cir-no direct experience in the shelter category, mendations from editors at Times Mir- culation rate base of 400,000. she says she's been addicted to home -design ror's Popular Science. Popular Science will Shelter magazines are magazines as a reader

perform track testing and on- and -off - experiencing a revival COND E NAST for about 15 years. Her road driving evaluations of all sport utili- following some lean years teamincludesdesign ties currently on the market. The Guide for the category during HouseGarden editor Suzy Slesin, a for- will also run features on accessories and the recessionary early mer assistant editor for gear, previews of models, driving tips, and 1990s. "1991 and 1992 The New York Times' comparisons of four -wheel -drive and all - were some of the worst Home section. Robert wheel -drive vehicles. Members of the edi- years ever for the indus- Priest, art director, came torial launch team are Dan McCosh, for- try," said CNH&G pub- from GQ, where he was mer automotive editor of Popular Science; lisher David Carey. "The creative director. Senga Don Sherman, former editor -in -chief of shelter category was hit Mortimer returns as gar- Car and Driver; and Tony Swan, former worse than anybody." den editor, a position she editor -in -chief of Motor Trend. The high -end home - held at House & Garden decorating magazines all for eight years. Wenner Medialast week launched a saw strong growth in rev- House & Garden's new marketing outlet for its flagship enue and in ad pages last niche will continue to be title, Rolling Stone. Kent Brownridge, year, setting the stage for "notso much about senior vp and general manager of Wen- House & Garden's re- money as about great ner Media, announced the Rolling Stone birth. Hachette Filipac- taste and great sensibili- Visa card, which will be offered jointly chi's Metropolitan Home ty," Browning said. Car- by First USA Bank of Delaware. Perks was up 34 percent in ad ey believes the category include discounts on music, entertain- pages for 1995. Hach- has room for another ment and travel through Rolling Stone ette's Elle Decor was upElegant but economical: Browning titlethatisupscale, Rewards, a benefits program. Cardhold- 34percentinpages; saysCNH&Gwill be "not so much though not as upscale as ers will receive discounts at HMV Hearst's House Beautifulaboutmoney as about great taste."AD. Conde Nast in 1993 record stores, Camelot music stores, was up 6 percent; and attempted to add its HG Columbia Records, Legacy Recordings, Architectural Digest was up 11 percent. circulation into AD, but the move failed Time Life Music, RPM Music Tours "There are a lot more advertisers interest- because of the differences in the two maga- and New York's Fashion Cafe. The mag- ed in supporting the category," Carey said. At zines' reader demographics. azine itself, as well as Wenner publica- the same time, competition is "as fierce as This time around, the entire structure of tions Us and Men's Journal, will also be ever," he added. Since CN closed its then -titled CNH&G will be different, but not without the discounted to card members. Advertise- HG three years ago, the high -end shelter nookold HG demographics in mind. Conde Nast ments in Rolling Stone and a national has seen the addition of Meigher Communica- wants to woo back those former readers. In direct -mail campaign will introduce the tions' Garden Design and Meredith Corp.'s Tra- focus groups, Carey encountered one woman card to consumers. ditional Home Renovation Style, and Time who said shelter books that have the right taste Warner's Martha Stewart Living is making sol- level aren't accessible and that the titles that Jane Pratt,who is in the process of con- id gains. More baby boomers are buying homes are accessible don't have the right taste level. cluding her contract with Time Warner, and raising families, and interest in gardening Following that lead, CNH&G will attempt to is developing a pop -culture -driven enter- has blossomed. be rich in its design but economical in cost on tainment magazine for women in their Joe Armstrong, publisher of Garden De- the decorating projects it features. 20s. Pratt is talking to prospective sign, believes the category has room for more Browning said the title's pages will include investors about the title; Hachette Fili- titles. "Conde Nast has very smart manage-a lot of modern interiors, traditional decorat- pacchi is said to be among the interested ment, and I think [House & Garden] will be a ing, country folk and eccentric design. "I'd parties. -By Anya Sacharow success," Armstrong said. "We welcome and like to avoid the cliché of the Tuscan farm-

encourage it." house," she said. If you're trying to decide where to put your precious mecie. dollars this fall,agetsproven gooddo amat pr stars,thing meMichael spotwhenand inmoreJ. he aFox Pnmetimesees than is it.doing a Andfew schedule -surprises.so go do with we. filled ABC. We'reThat's with After also whypowertil all, intrcducinghis he iew new knows comedy series, an Andyourexcitingnightly allbrard oi wi-isthat ron ew isABC.this look building season andAnd aonoutfox wholeamong a current the new Adults competition. schedulemarketing 18-49. that andSo capturednow's promoticna the the time strategy.most to put Source: A. C. Nielsen, NTI, 9/18/95 - 4/26/96 P\GT I6 Mav 20. 1996MLDIAWI.1 K

FORUM Wednesday is shaping up to be the most competitive night MEDINiEEK in prime time this fall. What network has the best strategy? Editor -in -Chief: Craig Reiss

Steve Grubbs all night Tuesday to watch their Editorial Director: William E Gloede

Senior VP of National Broadcast Buying, Wednesday shows. WB and UPN, Executive Editor: Brian Moran BBDO unfortunately, can't do that. You have News Editor: Michael Shain "I was surprised that NBC didn't move the promotional ping-pong effect on Managing Editor: Anne Torpcy-Kemph over one of their big Thursday -night NBC. The WB and UPN shows may Editors -At -Large: Betsy Sharkey, Alicia Mundy, Cheryl Heuton horses to Wednesday. Between do well in their own universe, but Senior Editors: Michael Bilrgi, Scotty Dupree, Friends, Seinfeld andER,I'd think NBC doesn't have to worry." Michael Freeman they'd want to move one of the Seiner Writer: T.L. Stanley shows to anchor [Wednesday] night. Andrew Pappalardo Reporters: Mark Adams, Mark Gimein, Either that, or you can look at their VP of National Broadcast, DeWitt Media Mark Hudis, Anya Sacharow Media Persea: Lewis Grossbcrger shows in terms of tiers. Their top -tier "Wednesday night overall is shaping Design Director: Blake Taylor shows are their Thursday -night big up to be a very male -oriented, young - Managing Art Director: Trish Gogarty guns. Their second -tier shows might skewing night. We have the new NBC Art Director: Joseph Toscano be Frasier and Mad About You; and show, Men Behaving Badly [9:30], Photo Editor: Lisa Bentivegna maybe the tier below which was very well Assistant Photo Editor: Francine Romeo Circulation Mgr. Christopher Wessel that would be 3rd Rock received by the adver- Mediaweek Online: Sales/Customer Support Mgr: Bryan Gottlieb

From the Sun, which In my mind, [Wednes- tising community. The has received positive new shows on the WB, DISPLAY SALES: NEW YORK: publicity and pretty day] is a pretty average Nick Fresno and Jamie Advertising Director: Wright Ferguson, Jr. good numbers, but still Foxx's show, are both New York Advertising Manager: Donna Friedman Account Managers: Linda D'Adamo, Bryan Hackmyer, remains to be tested batch of shoWS. 'Wings' younger -skewing sit- Kriitina K. Sant afem ia, Jeffrey S. Whitmore; SOUTHWEST: Peter against some new sea- coms. Jamie Foxx is up Lachapelle, Blair Hecht CHICAGO: Peter Lachapelle, Chris Moore: son premieres. It'd be has been Ianguishing for- against Men Behaving BOSTON. Ron Kolgraf; LOS ANGELES: Ami Brophy. Nancy Gerioff; interesting to see how it Badly and Nick Fresno CLASSIFIED: Publisher: Harold Itzkowitz; Sales Mgrs: Julie Azous, Wendy Brandariz, M. Morris, ever, so has'Larroquette.' does in that situation. is up against John Lar- Jonathan Neschis. Karen Sharkey; Rep: Robert Cohen; Overall, there are some roquette. I really think Sales Asst: Michele Golden average -to -good shows 'Men Behaving Badly' they're talking to two Marketing Services Director: Mary Beth Johnston on NBC's Wednesday - separate audiences. Special Projects Manager: M. Susan Connolly night schedule, but might bea sleeper." With lead-ins like Sis- Promotion Art Director: Katherine Machado Marketing Services Associate: Whitney Renwick there's nothing excep- ter, Sister, which has a Promotion Associate: Holly Alden tional there.I don't Dan Rank high teen audience and Dir. of Manufacturing Operations: Jim Contessa know if that's enough Executive VP good 18-34 numbers, Production Director: Louis Seeger for NBC to carry the DDB Needham the WB shows will Pre -Press Production Mgr: Adeline Cippoletti night." draw a younger, less Production Mgr: Elise Echevarrieta Production Assistant: Matthew J. Karl sophisticated crowd Pre -Press Coordinator: Ed Reynolds Jack Curry than Wings and Larroquette. Men Scanner Operators: Dock Cope. Joseph Sicilian Managing Editor, 'TV Guide' Behaving Badly has a lot of promise, Deputy Editor/Business Affairs: "NBC's Wednesday -night lineup is and corning out of NewsRadio [9 p.m.] John J. O'Connor pretty strong, and I actually think the it should have a strong lead-in. The Vice President/Executive Editor: secret killer there is Wings [8 p.m.]. WB will not take audience away from Andrew Jaffe We call it the Simon & Simon of sit- NBC on Wednesday nights." Vice President/Creative Director: Wally Lawrence coms, because Simon & Simon was a show that just kept going and going. Bill Croasdale Vice President/Marketing: Kenneth Marks It was like the Energizer Bunny. It's President of National Broadcast Executive V.P.IEditor-in-Chief: one of those odd shows that's in syn- Western International Media Craig Reiss dication-twice a day on USA Net- "It's way too early to speculate. For President: work-and is growing in popularity. allI know, Fox will move The X -Files Mark A. Dacey That kind of [prime -time and syndica- to Wednesday, ABC will move Home tion] rotation can either kill a show or Improvement back to Wednesdays Panic John C Thomas, Jr.; Cboinusa/Enc. Com: W. Pendleton todor

benefit the prime -time original's for- and CBS will move [its] Monday 1114comairAtima

tunes. And, of all the shows on [shows] to Wednesday." Chic: Gerold S. Hobbs

[NBC's] Wednesday -night schedule, PmeidutaCliel beeetirs War John Babcock. Jr. the John Larroquette show [8:30] will Mediaweek welcomes letters to the editor. Address healthy Via Posideit Robert J. Dowling, allcorrespondencetoEditor, Mediaweek,1515 Martin R. Feely. Howard Lander be the beneficiary. The bottom line is, Broadway, New York, NY 10036 or fax to 212-536- NBC will win the night. It's on such a 6594 or e-mail to mediaweek@,aol.com. All letters SrVic*Pmidests: Georgina Challis, Paul Curran. Anne Haire. 11(Aillee Loren arc subject to editing. Yip hesidestr Glenn lieffernian. Kenneth Fadner (ASM) juggernaut. NBC is able to tell people FrPetP0 vi,-. L.0L.0 P0 t.c -gInel-i L.0 Otel poe+ ael L0L.c P-g Op---I toP"rp - inP -0 tr) P- topr+P V e+0 LO toP- Lc tP -t p0nH1 0to -0 1:1-P0 -0 .-el.p-t 0tofa - viet p-tton andThe whatstars they'remay party, wearing. but we So really for what's work comingthe room. There's nothing upscale adults 18-49 care up, call Dave Cassaro at 212-852-5134. After all, Hollywood's a year-round event. more about than who's with whom 1996 by the Conde Nast Publications Inc. NO ONE ACCENTS TOTAL WELL-BEING LIKE WE DO. Her guests think they've just eaten chicken. Perhaps she'll tell them what it really was, after they've finished their seaweed ice cream. _NIcole York. Downloaded 18 exotic recipes. Spent dv hour in a chat room, talking with cooks from around the world. Everyone asked for seconds. To detvertise to her, call Sarah Chubb at212880-8410.

96 Epicrrious a pronct of Coiiarb,..t c Con-iNast Publication,. Inc Photo: Naomi K

4,44 4;,.::;;,.:,4 PAGE 22 May 20, 1996 MEDIAWEEK

HOLLYWOOD Betsy Sharkey Riding the Wings of Angel' Martha Williamson calls show, some of the pieces came together for her as Presi- Martha Williamson Promised Land, which has dent Clinton stood recently at the site of the Oklahoma emerged as a hot prospect City bombing and asked people around the country to to land on the CBS schedule ring a bell at the same moment. Williamson did. pulls off a miracle or at some point next season, "I'm not ashamed to admit that I went through my her eight -week miracle- little knickknack chest, grabbed a bell and stood outside something theexecutive my front door and wept," she says. "And I rang my bell. two answering CBS' producer of Touched by an And I heard other bells being rung on my street and it Angel seems to have a pocketful of these days. was a galvanizing moment for me. Somehow I wanted to The hour drama, a spin-off of Touched, follows thetake that next step, to show that you can have people of call for a spin-off of Greenes-father, mother, brother, sister and grand- different political parties, different faiths, different col- mother-as they go from being a near -hopeless familyors who still love America." barely scraping by to a quiet force for good despite their And so was born Promised Land. Just days later, 'Touched by an Angel' dire economic straits. Promised Land is once again an Williamson was back at CBS meeting Moonves and his unconventional idea from the unconventional wri- No. 2 development executive, Billy Campbell. "It was a ter/producer. 35 -minute discussion," Williamson recalls. "I said to Two months ago, CBS prime -time chief Lesliethem, 'Clearly you've asked me to do a show because you Moonves gave Angel a full 22 -episode order for the want the same audience as Touched by an Angel,' and 1996-97 prime time season. So when Moonves called those people are the same ones who are starting to feel Williamson in early March to schedule a meeting, shedisinfranchised from this country.'" figured something was afoot. "Les said, 'I really would like it if you could try to turn Touched by an Angel into a spin-off,"' says Wil- liamson. What Moonves told her he had in mind was another drama that would play to the same audience that Touched by an Angel is bringing to CBS in growing and increasingly diverse numbers. In addition to a core audi- ence of women 18-54, Touched by an Angel is attracting more male viewers, and there is some indication that a portion of the show's viewers are people who had either stopped watching network prime time or had stopped watching television altogether. "I told Les. 'No, I've got a pregnant angel (Roma Downey, who stars as Monica, is expecting a baby), and we're already pushing here," Williamson says. "But you just don't say no to Les. No is simply a negotiation." Williamson finally agreed to see if she could come up with an idea. What she came to over a weekend of long contemplation is a show that would try to do for patrio- tism what she believes Touched by an Angel has done for God, which is reclaim the concept for the mainsteam and take it out of the hands of the fanatics. Patriot aims: "1 wanted "What does patrio-somebody who had seenit tism mean anymore?all," Williamson says of her Who are these peoplechoice of McRaney to play Ten days later, Williamson had the bare bones who've taken that pridePromised Land's heroic dad. of a story and went into CBS Productions, which of country away from is providing funding for the spin-off, and pitched us?" Williamson asks. "Suddenly, it's like spiritualism the general story line. In two weeks, she had written the does not belong just to the conservative right, and patri-first draft. Casting began the next day, and seven days otism should not belong solely to the guys who dress up later, the first film on the show was being shot. in camouflage outfits and lock themselves in cabins." For Williamson, it was truly a race against time. The It is a feeling that had been nagging at Williamson for average development process for a show is roughly a a while. While she was turning over ideas for the new year, but she wanted to have a finished show ready for May 20, 1996 MEDIAWEEK PAGE 23

Moonves to look at before he went to New York this stage for the journey the Greenes will soon begin. Rus- month to announce the CBS schedule for next season. sell says of his Vietnam experience: "I saw the worst that The filming wrapped at around midnight on May 7.the world had to offer, now I want to see the best." Williamson and her crew spent the next three days work- Promised Land is designed as a show that remembers ing round the clock in post -production on the show. the "flyovers," that huge bulk of folks who live between The finished episode was delivered on Friday May 10 the two coasts that most network executives have little in at 4 p.m. Williamson stayed by the phone, waiting to hear touch with. "Everybody's on planes now-we forget back from Moonves. She literally had tickets in hand tothere's a world out there we're flying over," says Wil- fly back to Salt Lake City, where Touched by an Angel is liamson. "[Network executives] even refer to those people shot and where Promised Land was also produced, inas the flyovers...What were the ratings in the flyovers?' case there were scenes that Moonves and his team want- That's horribly insulting. You're flying over what's real." ed reshot. Though everything about Promised Land happened "I was told by people in the screening room that they quickly, putting the show together was not without bumps were deeply moved by the show and that it's a seriousalong the way. Williamson briefly considered using a trio contender," says Williamson. Though she didn't have a of twentysomethings who had appeared in an episode of final yes or no from Moonves as of last week, he didn't Touched by an Angel before deciding to make a family the ask for any changes and left word that the show was being packed for New York. She says she is already at work on additional episodes. As Williamson watched Clinton at the site of the Oklahoma City The show, which will either provide the basis for a

bombing, some of the pieces of the new show came together.

core of the show. At another point, one network execu- tive suggested the premise should be based on a homeless man who inherits millions from his father, then spends the money trying to right his father's wrongs. "It didn't sit right with me," says Williamson. "To me, money is the last solution to a problem. So I got to think- ing, 'What if I go completely the opposite way? What if you keep somebody homeless, what if the last thing they have is money?" In creating Promised Land, Williamson ultimately drew from her personal life. Her sister is married, with six children and a middle-class income, which means that times are financially tight. Williamson once took a friend to her sister's home for dinner, which is served family -style. "Because he was the guest he went first, and at one point one of the kids excused himself from the table and said, 'You know, I'm not really hungry anymore,"` says Williamson. "My friend didn't get what had happened- that he had taken so much food that there wasn't going to be enough for everyone. That's the way a lot of people live in this country, but they have enough commitment and pride in what they're doing that they aren't going to new series or at minimum air as an episode of Touched take money from other people." by an Angel, stars Gerald McRaney, probably best known It is that sensibility that infuses Promised Land. A as the lead in the long -running series Major Dad. Hehard reality that is nevertheless hopeful. A family that plays Russell Greene, the patriarch of the family. could be pulled apart by difficult circumstances, but "I wanted somebody who had seen itall," says instead draws closer. Williamson of casting McRaney. "The guy who wanted In one scene, Williamson lays out what she believes to get into his van when he was a teenager and drive many families across the country are feeling. "Russell across America, but instead ended up in Vietnam." says, 'I followed all the rules, I did my best, and it all fell There is a scene near the end of the episode that sets the apart anyway,"' says Williamson. "There are so many PAGE 24 May 20, 1996 MEDIAWEEK

HOLLYWOOD

people who feel that-so many men in this country liv-no, then asked, 'Would you do that?' That's the ques- ing lives of quiet desperation." tion. My guess is he wouldn't even be on a bus. But that And there is a moment when Russell rediscovers hiswoman would give what she could, that's what this coun- country. He is on a bus with only enough money to get try is." halfway home. Tess, the angel played by Della Reese, "I'm not a Pollyanna going around with rose petals. passes the hat to raise the other half. A Latino woman, It's an honest, but hopeful, reality. That's what people who has no money to give, instead offers Russell half ofrespond to in Touched by an Angel and that's what her sandwich. they'll respond to in this show," says Williamson, sound- "There were people at the network who questioned ing like an executive producer with a new show defi-

whether that was over the top," says Williamson. "I said nitely on her hands.

The Emmys are still months away, Fudd, in search of a "wab- but 3rd Rock From the Sun, the bit" to shoot. Should those closest thing TV has had to a new be V -chipped out of Satur- hit this season, has already bagged a day mornings and weekday major creative award: a bronze from afternoons? Or will the the Montreux Golden Rose Festival. classics be exempt because For nearly four decades, the Swiss they were created pre -V? city has been host to the international Perhaps the system will competition, which recognizes the best try to identify levels of vio- in "light" entertainment shows. Until lence. I can just imagine 1993, the competition excluded situa- the heated discussions in tion comedies. When the rules changed, some smoky back room as U.S. sitcoms started entering. But we executives try to divine had not brought home a winner. whether a swift kick from Then along came 3rd Rock. An epi- Rockin': (from left) Maloney, Jane Teenage Mutant Ninja Tur- sode titled Body, Soul & Dick, which aired Curtin and Lithgow bag a bronze tle Michelangelo is more or less violent Feb. 27 on NBC, is what finally caused than Wiley Coyote being run over by a the international committee of TV execu- talking with everyone from network steamroller. executives to production chiefs about Whatever system evolves-and how a system might work. evolve it will or the government will step No one is happy. But it is clear just in early next year and impose its own how concerned the production commu- ratings system-it is likely to leave The Backlot... nity is that some of its biggest names- everyone on all sides dissatisfied. One Steven Bochco (NYPD Blue and Murder TV mogul says he calls it the D -chip, tives to crack a smile. In the episode, John One), Marcy Carsey (Roseanne, Grace because, he says, "either way,. we're Lithgow, who plays an alien high com- Under Fire, Cybill), John Wells (ER)- damned." mander disguised as a local physics prof, took time to attend a morning meeting is asked to give a eulogy for a hated col- at the Beverly Hills Peninsula Hotel just amie Buckman's marriage may be in league (Fraiser's John Maloney). In typical days before the networks began releas- trouble on NBC's Mad About You, alien fashion, Dick barrels ahead with the ing their fall schedules. Almost everyone but there is nothing rocky about truth about the not -so -dearly departed. who was there has a series on the air or Helen Hunt's box-office appeal. Twister, As always, the episode is ultimately one under consideration. which stars Hunt, looks destined to turn about the human condition and how we've Consider how thorny the ratings finally turn her into a big-time Holly- come to make it so complicated. A come- problem is. NBC's gritty urban police wood film star. The first weekend box- dy of manners, in a Marx Brothers sort of drama Homicide: Life on the Streets office of $41 million put Twister at the way-broad enough to finally make a suc- deals with the aftermath of violence-so head of the line in the summer box- cessful trans -Atlantic crossing. it should easily escape the V -chip censor, office derby and Hunt's name high on though the series' language might earn it the wish list of more than a few film There was much moaning and groan- a PG. But when the Power Rangers take directors. Paul Reiser, who stars as ing during the recent meetings here out a giant beetle, is that violence? Hunt's husband Paul in the series, may about devising a ratings system for Then there are the really "violent" have a lot more to worry about than the television, and the rising specter of the classic cartoons like The Roadrunner, bumping of Mad About You, which was V -chip. The Motion Picture Associa- which always includes a few body -flat- just getting comfortable on Sunday, to a tion's Jack Valenti has been in the house, tening moments. Or gun -toting Elmer new night (Tuesday) for next season. Source: Barron's Prona-y Reader Survey. Beta Research Corporation,1995. 01996 Dor Jones & Company, Inc. All Rights Reserved.

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WASHINGTON Alicia Mundy The Two Mrs. Clintons If you're for her, she's a cross lesbians, certainly any First Lady-it was all okay with The media's between Mary Queen of them to let loose once Clinton was elected. Scots and St. Joan of Arc on "Today," the Journal writer concludes, "I will follow a their way to their public exe- story on Whitewater. But having seen this out -of -pro- attitude toward the cutions. If you're against her, portion reaction to a professional woman becoming First she's an evil witch from Sal- Lady, I constantly wonder whether the story's placement, em who should go down in length, sourcing-like Al D'Amato's office-aren't just First Lady appears to flames. Either way, it seems due to the guys' personal reactions to women in power." that Hillary Clinton just keeps getting burned. Several female reporters complain that the Journal That, of course, is probably how the First Lady seeshas a Hillary fixation. Its editorial pages have handled split along gender, her media coverage. But in more than a dozen inter- most of the paper's investigation of Whitewater. One views with many senior White House correspondentsNewsweek writer says, "When you have editors actively (most of them female), veteran reporters of variousengaged in seeking out gossip about the First Lady- age and other gaps administrations say that Hillary Rodham Clinton has innuendo about her personal life-you have to wonder not gotten, and still does not get, a fair shake from the how accurate their so-called news stories are." A Journal media. What is particularly interesting is that female columnist says that in the Washington bureau, "hot dis- writers, most of whom requested anonymity, believe cussions" have taken place over the repeated that the split between the reality of the First Lady's conduct and the descriptions of it in news stories is largely a function of the gender gap. Among the news organizations whose journalists spoke with Mediaweek on this subject were ABC and CBS News, U.S. News & World Report, Time, Newsweek The New York Times and The Wall Street Journal. Of 15 White House reporters contacted, only Maureen Dowd of the Times did not return phone calls. The approaches to covering Hillary revealed several splits in the monolithic "media elite." First, the fault lines between men and women. Most female reporters said they believe their male colleagues, even the "enlightened" ones, are overly critical of a strong woman like Hillary Clinton. (The "unenlightened" crowd, which runs from The Wall Street Journal's body -slam editorial page to Bob Novak's desk to P.J. O'Rourke's cigar salon, is considered beyond the pale from the start.) Even if the men aren't biased, their female colleagues say, their stories are going to reflect their sources and contacts-most of whom are powerful men in the clubby Washington political world. "We are still in an age where one woman can repre- sent all women, so it's natural for us to want this profes- sional woman-of our age-to succeed as a First Lady," says Margaret Carlson, political columnist for Time. "But this leads to a backlash. In the end, the coverage is much harsher if she fails at something, or in something nega- tive like Whitewater. She doesn't get any breaks." "I remember talking to many of my regular sources the day after the election in 1992," says a Wall Street Journal staffer. "These are upper -middle-class, educated GOP men, including politicians, who are scrupulous in how they speak to or about their female colleagues and who never say anything casually derogatory to a woman reporter. Suddenly, they all turned into rednecks. Jokes they never would have repeated before-about women, May 20, 1996 MEDIAWEEK PAGE 29

attacks on Hillary by the New York editorial staff. "This Maureen Dowd's name popped up several times. Her aggravates relations between some of the male and most memorable Hillary pieces, including one prickly female reporters," the columnist says. "I don't think column which noted that a fish rots from the head, were their political biases here are as much a factor as theircalled "vitriolic," "mean -spirited," "spiteful" and "sex- gender. You'd be surprised who has come out on whichist" by four female writers. (In comparison, a male side of the Hillary issue." newsweekly reporter who called George Will's reference Second, the Hillary coverage exposes a gap between to Bob Dole as a do-nothing a "nasty personal attack" parents and childless reporters. Among the women thought Dowd's air and sea assaults on Mrs. Clinton (and a few men), there were repeated suggestions that "provocative, if that.") When Dowd addressed a confer- writers without kids are far harsher towards the First ence of advertising lobbyists last fall, she fired several Lady. Of course, Hillary has placed herself in the salvos at Hillary Clinton for presenting too many faces to public spotlight as a champion of children, through her the press. And in case you were wondering, the person legal work and her best-selling book, It Takes a Village, who called Dowd's dispatches "sexist" explains: "I think so criticism is to be expected and deserved. But she's trying to show that she's one of the guys, and one Hillary's defenders say the attacks at times go beyond way to pass the saliva test is to strike at Hillary." rational debate and descend into personal diatribes. Another factor cited was the age gap, which several In this category, New York Times columnistreporters claim contributes to relatively good press for

Maureen Dowd "is trying to show she's one of the guys,

and one way to pass the saliva test is to strike at Hillary."

the Doles and bad reviews for the Clintons. "Liddy [Dole] is in her 50s now, just old enough that reporters will treat her with more respect," says one writer with a prominent TV perch. "It's like Barbara Bush. You can't write tough articles about a white- haired grandmother. But Hillary's a Baby Boomer like most of us, and I don't think we respond well to some- one our age in a position of dignity and power." "What's terrible," says the reporter, who has covered the last four White House administrations, "is that Liddy Dole is really the way Hillary is caricatured: a controlling, cold automaton, very ambitious and very calculating. Hillary's flawed, but real. Elizabeth Dole is perfect, but there's nothing real about her." This perceived difference is what is driving Clinton's consultants to drink. The problem: How to package Hillary, who seems one step removed from Lady Mac- beth, as the President's loving helpmate. "Everything seems to backfire, and even genuine actions get labeled `politics,'" says one of the White House team. "One shot of Mrs. Clinton hugging daughter Chelsea and the press yells, 'election year strategy.' " "One element of Mrs. Clinton the press has over- looked is her role in the family," says Howard Fineman, senior Washington editor at Newsweek. "I think she is a really good mother. I've seen her with Chelsea often, and she's bringing up a wonderful girl." Carlson agrees that Hillary's mothering gets short shrift. "I've seen politicians using their families to humanize them. The Clintons PAGE 30 May 20, 1996 MEDIAWEEK

WASHINGTON

don't use Chelsea. They keep her out of the limelight. has gotten mixed interpretations on whether it exoner- But Mrs. Clinton doesn't get any credit for that." ates the Clintons. But the lesson is clear: The Clintons At the same time, the long -running, tortuous and the press are in a deeply distrustful mode, and Whitewater story keeps anything Hillary might do Hillary in particular (as opposed to the Good 01' Boy positively off the front page. Yet most of the reporters Bill) makes it hard not to be dubious. interviewed (including the women) lay much of the In classic Washington style, much of the Hillary dif- blame for the "nasty" tone of the stories on Hillaryficulties could be cleared up with better press manage- herself. Many of them say they feel "betrayed" by the ment by the White House. Fineman says Mrs. Clinton's Hillary Clinton emerging in Whitewater reports. run of bad press might have been leavened if she had "There was so much for us [women] riding on herbeen more up front. Her insistence that she hadn't seen performance," says a journalist at National Public the Rose law firm billing records was part of Newsweek's story about the fingerprints. Ken Walsh of U.S. News & World Report "Hillary's a Baby Boomer like most of us, and we don't respond also ascribes Hillary-itis to her horrendous media instincts. "She just hasn't been avail- able. If you want an interview, you have to go well to someone our age in a position of dignity and power.' out of town. And she'll only discuss certain topics. The White House likes the press to go Radio. "Every time I hear another report that she's on the foreign trips with her to bond. But why should I lied-the law firm records that turned up, her finger- have to travel to Pakistan to get to know the First Lady?" prints, her role in Travelgate, you name it-I just want The fallout for Hillary, says Walsh, will continue to scream. Sometimes I think, 'Please, Lord, let me go with her distance. "We don't know her well enough, so a week with no more Hillary surprises."' we don't have the natural tendency we might with other Many of the correspondents cited the experience of politicians to say, 'Well, that's not the Hillary we know.' James Stewart, the respected journalist who initially was We have no frame of reference with which to assess bias approached by the White House to write his book on the or a story's importance. For example, did she really say Clintons and Whitewater. The authorized version soon something vicious to a staffer, or was it in jest? We don't foundered, however, when Stewart's access was cut offknow her, so we have no context for the report." And in

by a suspicious Hillary Clinton. His book, Blood Sport, the media -spin world, context is everything.

know more if the Supreme Court decides to hear the Baltimore billboard Below the Beltway. case, which is still in limbo. The Fourth Circuit Court of Appeals, known for Thegood news for the liquor and ad- level of their products on the packaging conservative opinions on civil rights and vertising industries last week was the or the can. Using that same reasoning, trade, has upheld Baltimore's ban unanimous Supreme Court decision Justice Stevens wrote the majority opin- against billboard ads for cigarettes on to overturn the 44 Liquormart v. Rhode ion in the Rhode Island decision. He the ground that billboards can be seen Island case, thereby allowing liquor made a strong case for fewer restric- by children and the law prohibits adver- stores to advertise sales and lower tions on commercial speech and for a tising tobacco to kids. prices. The bad news is that, even move away from a paternalistic notion If the Supreme Court overturns the though the justices voted 9-0, they of government dictating healthy choices Fourth Circuit, the tobacco companies couldn't agree on how they got there. for Americans. might have some reason for cheer. But For this reason, their decision probably Justice Sandra Day O'Connor wrote the billboard case does not deal with the doesn't foretell an all -clear signal to fel- a concurring but differing opinion, core issue in the Rhode Island case: low travelers in the tobacco industry. joined by Justices Antonin Scalia and "information" publication, as opposed The most salient point of the court's Clarence Thomas. She suggested the to advertising per se (and specifically opinion is that, like the Coors Beer vs. main issue was not the free passage of advertising that can reach minors). Colorado case last year, the judges information. Rather, Rhode Island had When an ad restriction deals with came down on the side of informing the other methods available to encourage narrowly defined interests and not a consumer. In the Coors case, led by temperance that didn't restrict commer- blanket ban, the Supreme Court still Justice John Paul Stevens, the court said cial speech, such as higher alcohol taxes. hesitates to step on state law. Tobacco it was inconsistent to urge people to What does this mean for the plan by lawyers will have to convince the judges drink "light" alcohol products but not the FDA and the Clinton Administra- that the Marlboro Man is imparting real allow beer makers to state the alcohol tion to curb cigarette ads? First, we'll all information to consumers. TJe're pleased' preseni rJef anoiicer award -

W112121129CO11112212.

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As the readership numbers in the chart above point out, more well-educated, affluent and younger readers than Money is the obvious choice of readers seeking to reach anyone in the personal -finance category. And deliver their financial goals. As the rest of the numbers point out, them with greater efficiency. Money. Whether you're Money is also the obvious choice of advertisers seeking to building your personal portfolio or constructing the per- reach their goals. Understandable, given that we talk to fect media plan, no one's columns offer greater support.

America's FinancialAdvisor PAGE 32 May 20, 1996 MEDIAWEEK New Media By Cathy Taylor

instance, you are looking for refer- ences to the Madonns (the religious HotBot was The New Searchers figure, not Madonna Ciccione, the pregnant pop star). A HotBot user Will HotBot be the Alta Vista of its time? Apologies for could request that the search engine developed using pass over Madonna sites that make scrambling your brain with this incomprehensible reference to pop music, belly but- compendium of World Wide Web gobbledygook. In tons, Sean Penn or Dennis Rodman. a radical technique. Searchers can also limit their queries plain English, that sentence means that yet another to dates, Internet domains and "geo- search engine is about to join the ranks of Yahoo, Lycos, InfoSeek, places," (that would be where a site's They asked a whole server is located in the real world). WebCrawler and yes, Alta Vista, the current search engine of choice These technology advances alone might answer the question: "Why bunch of people among the grooviest Web folks. It launches on the Internet today and another search engine?" But Hot - goes by the name HotBot. The "Bot" stands for one's own personalWired interactive products group marketing director David Pritchard what they wanted robot, which promises to go out and find precisely what those lost in says that's only the beginning. Some 1500 members of HotWired's Hot - cyberspace want to find. The "Hot"only to find stuff, executives from Panel were polled about search en- is a nod to the searcher's highbrowHotWired and Inktomi promise gines late last month. "There was a parentage: HotWired Ventures, the that their search engine, located atgeneral level of dissatisfaction," well -respected producer of Web http://www.hotbot.com, is less sus- Pritchard said. content, and Inktomi, a new Sili-ceptible to server crashes and will HotBot, which will be sold as an con Valley technology company. It have the biggest index on the Web. advertising medium by the same was founded by some academics at Unlike its competitors, HotBot folks who peddle HotWired, will the University of California at seems to give those who use it a more also try to incorporate some of Berkeley who spend hours in (norefined method of narrowing their HotWired's ad model into its pitch. doubt) air-conditioned rooms toil- searches. In addition to being able to In addition to allowing advertisers ing away at "parallel -computingsearch by phrases, it can also tell to target messages to individual system design." For those who wish HotBot what not to look for. Say, for search terms, the site also plans to deliver banners to specific cate- ;ID Netscape: hot search goriesofusers.For instance, BeckI For,. diHome Reload 1 Images 1 Open i1 I I Find queries having to do with cars Location: Ifile : //./Eric91520Eaton@Designieeisearchisearch982059625217%252F96/searchfrarne would deliver banners from auto- What's New? IWhat's Cool? I Handbook 1 Net Search Net Directory I Software motive advertisers. HOTbOT2) But this being the search -engine Your Personal Robot for Searching the Web v....et business, there's more competition wrStGrp.0 on the way. In June, InfoSeek will launch a premium product called UltraSeek, which promises accura- cy, speed, a huge index and the abil- ity to rank how current its items are. chwhi s 0 a phrase on[ the Web

[don't look for any-vhere Games People Play don't look for { anywhere Does Riddler Have

dote All the Answers? o...thIn the last Mediaweek took a spin last week on tie type 0 the gaming site riddler.com. We Stifix: I (e g tiff, .eps, etc.) tried out the multiuser crossword puzzles that are incorporated into cyberploc (domain or mei:site) e I- Riddler's new 3.0 version, which was yeoploreQ[ North krottra. launched two weeks ago on the

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trivia games, composed by formerprizes as a lure, Stuart says it cuts their thoughts about the new ad -sup- writers for Jeopardy, are created for down on the number of people who ported Suck 2.0 in "The Vacuum," a different levels of expertise (90 per- use on-line registering to take on an letters to the editor section that is cent of Riddler users so far say they alias. Under the Riddler system, reg- part of a concurrent redesign of the have at least some college education, istering allows advertisers to target site with a variety of new acidic fea- but that doesn't mean they are Riddler users and build a workable tures each week. Wrote one unhappy equally trivia -savvy). database. Riddler has also dispensed reader: "Today was a very sad day. Every game is played in hot pur- with the just -maybe -you'll -click -on - Suck isdead. Long live Suck." suit of "caps," the currency the site this -banner -ad model, by putting upAnother complained about the uses to tally up points toward prizes. a full ad page before the start of each Java-enabled animated red horse By way of Java, the multiuser ver- game that tells players details of the that morphs into the logo of one the sions of the games are able to be played in real time (if you're using Windows 95) against one or two oth- er competitors from somewhere Out There. In the Riddler crossword sec- tion called "Checkered Flag," head - to -head competition meant scram- bling to solve clues on the same crossword puzzle as someone with the illusive log on, "Sahara." After a hard-fought match in which the lead changed hands several times, the final score was Sahara, 181, Your Reporter, 172. Even through the disappoint- ment of losing a heartbreaker like that, we could see why so many In- ternet savants have whispered that Riddler- in addition to being lots of fun-may be one of the few sites that has closed the loop, so to speak, on a workable advertising model. Greg Stuart apparently thinks so. The former new media chief atGreg Stuart got his career off the "access road" at MR and direct marketers Wunderman, Cato, onto the info highway at the high -flying game site riddler.com Johnson recently left the agency to become executive vp/marketing at prize they're playing for. And, as for site's charter sponsors, Black Star Riddler's parent, Interactive Imagi-the prizes, they're better than what beer. "Can I kill that horse?" the nations, trading in the security of you'll find at the bottom of a cereal reader asked. parent company Young & Rubicam box-software, Apple Powerbooks, Said one well wisher: "It's about for funkier office space at 21st andtrips and even a $20,000 Toyotatime you started making money Broadway in Manhattan's Flatiron RAV4. Let the games begin. from your writing." district. "I felt like I was driving on Ad sales on Suck are handled by the access road to a superhighway," Rick Boyce, vp/advertising for Suck - said Stuart of working on new media Playing Easy to Get owner HotWired. Boyce acknowl- in the advertising business. Interac- edged a certain level of irony in Suck tive Imaginations, owned partly byAds on Suck.Com accepting advertising, particularly GeneralElectricand Random because the site has been an outspo- House, hopes to double in size over Get Mixed Reaction ken and often hilarious critic of the next several months and is close Other folks ,of course, think thatsome of the loopiest commercial to signing a third major investor. advertising on the Net sucks. And sites on the Internet. But Boyce also Now about that advertising mod- what better place to vent their frus- pledged that even if advertisers ante el: First-time players at Riddler reg- tration than the cynically amusing up a hoped -for $20,000 for an eight - ister, handing over some demo- suck.com site? Especially since theweek placement, "we certainly don't graphic information and general site started two weeks ago to accept make any guarantee to the advertis- descriptions of their tastes in music, ads-or sold out (take your pick). ers on Suck that the Sucksters won't

travel and other areas. But withSome of the site's fans made known pick on them." Free Internet &mail [email protected] or can Jed Savage 1-800-267-JUII0 PAGE 36 May 20, 1996 MEDIAWEEK Syndication By Michael Freeman

cadets of the Shuttle program" to win viewers over. To that end, Hall The distributor MTM's Launching Pad says she went to great lengths to secure NASA's participation and MTM Television and NASA are set to begin filmingtechnical support to "insure that hopes to recapture The Cape maintains the highest this week in Cape Canaveral, Fla., on The Cape, a degree of authenticity." NASA has weekly syndicated series being pitched to stations forgiven Hall's production team near- some of its 'Hs glory ly unlimited access to film at the prime time beginning this September. At MTM, theJohn F. Kennedy Space Center's production company acquired three years ago by the Rev. PatMission Control facility, vehicle with 'The Cape', assembly plant, launch platform Robertson's International Family Entertainment, The Cape isand astronaut cadet training cen- ter. NASA also will be providing a new weekly about being touted as the signature series for next season. MTM Televi- archival footage of in -space shuttle sion ceo Tony Thomopoulos is trying to bring Hollywood-basedmissions, takeoffs and landings, Hall says. the space programMTM back to the prominence it enjoyed in the 1970s under Severalmilessouthwestof Cape Canaveral on neighboring founders Grant Tinker and Mary 88 percent U.S. broadcast coverage Merritt Island, MTM has taken Tyler Moore. have signed on so far for The Cape. over a pair of converted warehous- Chuck Larson, MTM World-General Motors has taken a signif-es to build working soundstage wide Distribution president, re-icant advertising position with the facilities. One of the soundstages ports that 158 stations representing series in an ad program that mayconsists of the fictional astronauts' include a viewer sweepstakes in the homes and NASA offices. On the first or second quarter of 1997, other soundstage, Kansas Cosmos- says Bob Dahill, head of MTM phere, a set construction company Advertiser Sales. Dahill declines to responsible for the interior shots in specify how much national adthe movie Apollo 13, has built inventory GM committed to buy in"complete replicas" of the Shut- the pre -upfront market (the syndi-tle'supper- and middle -flight cation upfront does not open for decks as well as the exterior cargo several more weeks). Dahill says bay, Hall says. that all five of the automaker's With production starting up on divisions will have "significant"the two-hour premiere (scheduled product placement on The Cape. for a Sept. 3-15 broadcast window) "GM coming in has allowed usas well as the 22 subsequent hour- to market other [exclusive] spon-long episodes (budgeted at a pro- sorships in the high-tech and lei-jected $1.2 million per episode), sure -sports categories," says Da-Hall has also hired several techni- hill, vp and general sales managercal advisors to further assist the of MTM's New York ad sales divi-producers and actors. Among the sion. "When you bring back theroster of technical advisors and memories of the Gemini and Apol-consultants is current astronaut lo space programs and multiplyBruce Milnick; researcher/NASA that with the ongoing success ofliason Kary Antholis, a filmmaker the Shuttle program, it elicits awho won an Academy Award last sense of national pride which ad- March for the Holocaust documen- vertisers are more than eager to betary One Survivor Remembers; and associated with." former astronaut Buzz Aldrin, best That's not to say MTM thinks it remembered for his service aboard has a lock on the American view- the famed Apollo 11 moon landing ing public's sense of patriotism. mission. Sharon Hall, executive producer of Unlike other weighty, studio - The Cape, says it will come downbound syndicated dramas such as Start the countdown: Advisor to execution, characters and "true-Star Trek: Deep Space Nine and Aldrin (top) and Bernsen begin to-life depictions of the daily trialsBabylon 5, Hall and fellow execu- filming this week on 'The Cape' and tribulations faced by astronaut tive producers Gil Grant, George MEDIAWEEK May 20, 1996 PAGE 37

Zaloom and Paris Qualles intend of the major Hollywood studiosnia (Brad Pitt, Juliette Lewis); to take full advantage of theand the few remaining indepen-Four Weddings and a Funeral Florida surf and sun. The aim is dents are bypassing syndication(HughGrant);Doppelganger to make The Cape a ground -to -airfor exclusive sales to cable, ITC is (Drew Barrymore); and The Last hybrid of Baywatch. readying new film packages forSeduction (Linda Fiorentino, Bill With help from Michael Og- the broadcast market. Pullman). The films will be of- iens, MTM's Hollywood-based ITC's John Huncke, who re- fered in staggered broadcast win- president of production, The Cape cently was promoted to chiefdows beginning this fall. has lined up several veterans of operating officer, says that up to ITC, founded nearly 40 years series TV for its cast. Most notable 15 film titles will he marketed in ago in the U.K. by Lord Lew is former L.A. Law star Grade, also has interest Corbin Bernsen, who plays from Polygram in itsli- Barry "Bull" Eckert, the brary of 1960s -era TV NASA Shuttlemission series, including The Pris- commander who gets to oner, Secret Agent, The Per- drive a pricey Chevrolet suaders and The Thunder- Corvette(courtesyof birds for new theatricals, GM's sponsorship) in his Huncke says. If those film free time. Also on board is projects, currently in former Beverly Hills, 90210 development, are success- regular Cameron Bancroft; ful at the box office, Poly- Murder One's Bobbie Phil- gram may want to revive lips; and Adam Baldwin some of those titles as TV (How to Make an Ameri- series, Huncke says. can Quilt). "The interesting thing Ferber to Produce about this show is that it really is a mixture of the Multimedia public's fascination with Ramps Up on the space program and the miracles of the universe," Bullard Show says Hall, who spent five years (1990-95) working Major talk -show supplier in program development Multimedia Entertainment at New York ad agency has firmed up the produc- BBDO Worldwide with tion staff of The Pat Bu- mediadirectorArnieBritish invasion: ITC is weighing a comeback llard Show with the signing Semsky. "In the end, how-for the '60s hits The Thunderbirds (top) and of Larry Ferber as execu- ever, I don't think viewersThe Prisoner (starring Patrick McGoohan) tive producer. Ferber most will come along for the recently served as execu- ride if we don't deliver empathetic each package. Huncke says ITC istive producer of Lifetime's Biggers and believable characters. This taking over domestic TV distrib- & Summers cable talk show. Fer- won't be another cookie -cutterution of theatricals produced byber is best known on the talk cir- sci-fi serial." Polygram divisionsInterscopecuit for running Tribune Enter- Pictures, Propaganda Pictures,tainment's syndicated The Joan Working Title Productions, EggRivers Show and Rivers' ill-fated Selling Movie Packages Pictures, Island/Polygram Ger-spin-off, Can We Shop? many and the library of now - Burt Dubrow, Multimedia vp ITC Entertainment defunct Atlantic Pictures. ITCof programming, says that Fer- also owns a library of more thanber's extensive production experi- Goes to the Flicks 10,000 titles and continues to pro- ence on "relationship -based" talk Since its acquisition by Polygram duce made -for -television films forshows fits well with the slant Filmed Entertainment Group al- the broadcast networks. comedian/writer Bullard wants to most a year an a half ago, ITC Among the titles ITC is imme- give his show, which will launch Entertainment Group has been diately picking up from the Poly-this fall. Multimedia says that it building up its roster of moviegram divisions are The Posse (star- has sold Pat Bullard in 101 mar- titles to offer in the syndication ring Stephen Baldwin, Billy Zanekets representing 81 percent U.S. marketplace. At a time when some and Mario Van Peebles); Kalifor-broadcast coverage. PAGE 38 May 20,1996 MEDIAWEEK TV Stations By Mark Gimein

budget is more than $5 million. Equally important was finding WPTY went into In the Beginning... a fresh angle for the newscasts. News audiences are notoriously News is a game of trust and habit, and anyone who wantsreluctant to change from their news big time, favorite channel. WPTY's 5 p.m. to gain a foothold should become instantly familiar with news was designed for women, the word "patience." There is probably no endeavor in leaving out entirely such local -news starting up with four staples as sports coverage. More local TV so fraught with pitfalls as starting a local newsunusual, the 9 p.m. newscast on program. Which is what makes WPTY's experience so intriguing.WLMT isgeared toward an shows per day. Now African -American audience and As part of a round of affiliation switches in the Memphis market,features a team of two African - American anchors. "We bring in all the viewers have WPTY moved from Fox to ABC last Dec. 1 and began a full-scale black political analysts and have news operation from Day One. How full scale? Local news at 5,more features for the community," says executive producer Stephanie to do is find them. 6, and 10 p.m. Add to that a 9 p.m. newscast on UPN affiliate Jones. "When county commission- ers fought about the county school board, on the9 o'clock news we asked if it was a racial problem." Undoubtedly, some sta- tion managers who read about WPTY scoff, "All that money for a 1 in the ratings book?" Beware. A lot of mid -market stations, particularly Fox affiliates that never bothered with news before,are under pressure to start soon. They will be watching WPTY's Memphis station WLMT's 9 o'clock anchors Ken Huston (left) and progress closely. Robb Harleston enhance the newscast's appeal for black viewers

WLMT, which WPTY's owner. WWJ (when New World's WJBKA Website That Works Clear Channel, operates through a switched to Fox), WWJ still has no lease (LMA). That means twolocal newscast. And that's a net-They Actually Plan hours of local news every weekday.work -owned station. To say that it has been a struggle "We'remasochists,"jokes To Make $ on the Web is an understatement. In April, the WPTY news general manager Jack A lot of stations now have sites on local newspaper, the CommercialPeck when asked why he chose tothe World Wide Web. Most are Appeal, ran an article on WPTY's develop a full slate of news pro- essentially promotions. As promo- news operation. The headline was grams at once. "Just getting on the tions, most of those are not very "Channel 24 Has Nowhere to Go air is a huge undertaking." The good and not very interesting. But Up in News Lists." The Febru- news department needed a full Some stations, however, are ary Nielsen ratings showed both the staff of more than 35 people. The aiming for more, and they are get- 5 p.m. and 6 p.m. shares standing at station bought an office building ting more attention. A prime ex- a 1. And no one expects them to and some equipment to take on the ample is ABC affiliate WSOC in rise quickly. That's the bad news. competition (it got a little help Charlotte, N.C. WSOC's Web site, But a bumpy start was expect- from ABC, which kickedin Charlotte Now! (http://www.char- ed. The idea of starting a local$400,000 for a satellite truck.) lottenow.com) offers a full com- news operation from scratch terri-Things that other news organiza- plement of news briefs (with pho- fies broadcasters with more mon- tions can take for granted, like tos) andregularlyupdated ey and resources. For instance, archival footage of Memphis' Cityweather reports as well as the usu- more thana year after CBSHall, had to be created fromal batch of promo material. The bought Detroit start-up station scratch. For the first year, the total news is updated regularly, some- Microsoft Office. Leading applications No ban between you desigted for Windows 95. serene. trt I Assatant 'or Our goal rs to pelt nor. rota am :now later in a *mid Ot cages on Me* IN de *el, Jar Coop trdger comae iirrs Micarsclt Mond parr 0. the tea sitei Sate a, .m HP, tcrnal 05.< 51114 et or,go..a...o. to Ini.mtems Otithr the web tote mar. 00.0005 end new 0.110 step. Ifs s +kW owes** tat emotes tne banters het h Word to create now

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of significant information. the web-you can download cycles are long, and readers What's source Number that capability from the Internet need detailed information. One? The magazines' own address in the ad. We also tell People wanttoknow, editorial reviews of soft- ware products. Microsoft isbullish on magazine "Print is the foundation advertising-we built our business on it. of our Print has been our primary product marketing." Bob Herold advertising vehicle for the Executive Vice President Chief Operating Officer 20 years of our existence- Microsoft Corporation and it will continue to be in how the Tip Wizard® answers "What's your product going to the future. questions you type in. Ask it do for me?" They want to get it In this Microsoft Word ad,how to take advantage of a right. They want specifies. When you ask PC usersthe basketball idea draws feature and it walks you through So magazine advertising how they evaluate allthe reader in-"no tall guys the process step by step. becomes uniquely powerful the different brands between you and your work." The dynamics in this high- for us. It's the foundation of software, they play back Readers get rich informa- tech industry are different from of our product A mA "magazine ads." This is theirtion on how Microsoft Word consumer goods-purchase marketing efforts. 1 -VI second most important sourcehelps create home pages on prices are high, repurchase Magazines make things happen PAGE 40 May 20, 1996 MEDIAWEEK TV Stations

times getting on the Web before it gets on the air. And the staff-one full-time staffer and two part- timers-is already working to offer full motion video, which will go a long way to improving the sta- tion's ability to turn its TV expe- rience into a Web asset. But there is a problem. Char- lotte Now! has six full-time spon- sors, all important local advertis- ers. What are those sponsors paying? As yet, nothing. What they ultimately pay will depend on Sen. Larry Pressler's staffis circulatinga draft of a new the usage of the site. Right now,spectrum bill. And, oh boy, does it contain a few surprises. according to program director Sandhi Kozsuch, the site is getting ate Commerce Committee chair-overlay spectrum, consisting of 170,000 hits a month. That mayman Pressler's staff prepared a ascattered bits and pieces of usable sound like a lot, but at currentdraft of a "Grand Spectrum Bill." wavelengths, is unlikely to bring a Web ad rates, that's nowhere near The discussion draft is now circu- great deal at auction. Small pieces profitability. lating through the Capitol. It is of the pie are worth a lot less to the "Eventually," Kozsuch says, being read very carefully becausebig -ticket users-i.e., broadcasters "we'd like the site to be a revenue the draft contains a plan that couldor phone companies-who are the center, [but] now it's a provider ofbe an unanticipated bonanza for potential buyers. information."Thathesitation TV broadcasters. So here's the problem: Under should make potential imitators In rough outline, the draft pro-Pressler's plan, either incumbent cautious. Stations that start offposes that incumbent TV broad-broadcasters are required to pay thinking seriously of their site as a casters pay fees for a 15 -year peri- substantial fees just to stay in busi- potential revenue center are much od for new digital TV spectrum.ness or they can get a very sweet better positioned to make it one.At the end of that period, broad-deal on valuable spectrum. And But any business plan that depends casters who return their analog remember, when the analog spec- on the word "eventually" shouldchannels get their money back- trum is fully paid for after 15 years, raise some eyebrows. minus interest. Or, if they prefer, it can be used for any services that they can keep both channels, with will not interfere with other li- absolute flexibility allowed for the censed uses. Or it can be sold at a Tick...Tick...Tick analog spectrum. handsome profit. On the face of it, the 15 -year Even as lobbyists pore over the Bombshell Hidden plan may frighten some broad- complex proposal, divisions are casters. How would any investor evidentwithintheindustry. In the Spectrum Bill feel about a plan to have him"There's a side of the industry First there was the spectrum loan. deposit moneyinan escrowthat says, 'Let's cut a deal now Then there was flexible use. Then account and have it returned towhen we've got a good one,"' says spectrum fees. Then auctions. him 15 years later without a pen- one lobbyist. "And there's anoth- Then the short-term spectrum ny of profit? But the reality is still er side that says, 'Let's not do loan with a back -end fee. Then no more complicated. anything unless we have to.' And auctions. There was Sen. Pressler, The difficultyin evaluatinga third group is counting the per- and there was Sen. McCain andPressler's TV plan comes in how mutations: 'Will Dole be elected? there was Sen. Dole. There werethe spectrum fees would be set.Will Clinton be re-elected? Will congressional hearings. Then Fed-Those fees would be based on the Pressler be re-elected? Will Mc- eral Communications Committee prices the government could obtain Cain be chairman of the Com- hearings. Then more congressional in auction of the overlay analog merce Committee?'" hearings. spectrum. That "overlay spectrum" By all accounts, the draft legis- Well, the spectrum allocation comprises the space in the currentlation represents the work mainly has not gone away. And out of the TV spectrum block that, for tech- of Pressler's own staff. Other com- latest round of Senate hearings, at nical reasons, cannot be used formittee members will be clamoring least one plan has emerged that analog broadcasts (for instance,for input. By the time they are that should turn some heads. Channel 8 in New York). Virtuallythrough, Election Day might be At the beginning of May, Sen- all observers, however, say that the awfully close. IlD'WEEK May 20,1996

THE POWER OF PRINT

0

The 1995 MPA Kelly Award Finalists

How They Do It: Creative Directors on Their Craft

Barbara Lippert on Print Ads vs. Television Spots Page 2 PRINT ADS/May 20, 1996

Printvs.TV In the best campaigns, print and television work togetherthe reason, the disparity seems to affect even the strongest to deliver the message, each relying on the dynamics of itsagencies. Here are examples from four famous creative medium. More often, however, one form outshines thewellsprings, where the work-some brand neu; some long- other. Vanity? Fate? Budgets? Client dictates? Whateverrunning-highlights the different powers of print and TV. By Barbara Lippert

BRITISH AIRWAYS beth-type holding a mustachioed "This is every man's dream The new Club World cradle seat. Lullaby not included. baby to her mohair-sweatered and every woman's nightmare!" bosomissupremelystress - The voice on thephone inducing. It's the kind of graphic belonged to anobviously male fantasy we'd rather live agitated civilian, a fortysome- without-like suddenly coming thing lawyer, it turned out, who upon a picture of your boss in a got so crazed over the meaning studded dog collar and chains. of this BA ad that she felt com- My caller didn't realize there pelled to call a stranger (me) was a TV version. That's inter- and vent. esting-the 15 -second spot pro- What is it with these women vides a literal set-up, showing making such a fuss? Haven't Mr. Snuggly settling into his they ever seen a sepia -toned tilting cradle before he goes fantasy Mum suckling her box - night -night and sends for Dr. headedelderly midget baby Freud. before? Puhleese! By comparing the print with Obviously,this work from the TV, however, true sleuths M&C Saatchi gets noticed. But will see that both Mama and I was surprised to find how baby are different in the TV In many people actually like these the video version, der Mudder, ads for their extreme weird- eventhoughshewearsa ness. And this baby son of a leurorrucing ohs rourrou new brointor do r cork sot It rtroon, limply mho, but tihr whok riuryt your knee, and Miro, sweater set and pearls, is less war bride bit easily tops the your hod, dueny atut pr sure rorry tux Iry awake co enjoy .11 dor office chrours rxr oroy Club Work'. Windsor and more babacious. other bizarre archetypes And sonny boy is no longer a BRITISH AIRWAYS (bird/shower man and female Thc swrIclifamnor atTime," silver -haired,benign grandpa exec/desert runner) for sheer MOAINDE HEADREST typebutratherayounger, psycho -sexual tension. A bit creepy on TV, the creepier guy with a tweezed, Do all men, as the lawyer BA campaign works twirled moustache with Grecian maintained, dream of return- better in the retro Formula overtones. He could ing to that infant nu -nu state, confines of print. Note the different easily pass for a postal worker enveloped by Mama? Maybe mother/son pairings who lives at home with Mother some do. Perhaps others would in the two versions; theand collects, eh, magazines. flee it, screaming. But there is print is "purer" So even though the TV spot something basic that connects supplies context, the Mother - here, regardless of age or gender: the desire to be rocked,soncombo is kinkier, more perverse. The print actually touched and lulled to sleep is deep and universal. Andconveys the purer message. To differ with my lawyer certainly, BAs "tilting cradle seats" in Club class sound invit-friend, I don't think this is about male/female issues. ing: The tilt raises your knees, "relieving your body of stressInstead, it's a subliminal way for British Airways to not and pressure," the small print tells us. I would vouch, how-only assert its own power, but to show the Queen holding ever, that for most women, the image of a young Queen Eliza -old baby Jesus. Rule Britannia! PRINT ADS/May 20, 1996 Page 3

PRUDENTIAL INSURANCE

1.1.1.6., MOO

".ara 1.01 m.,

LIMA A ROOK Prudential's ads are artful and knowing, but the print (left) is anonymous where TV supplies richer portraits of its subjects.

Talk about rolling right into the mid -'90s self-reliance zeit-dancer, Moira, continues (unnamed) in print. Why not build on geist: "Be Your Own Rock" is an inspired way to transformthe connections we've already made to these people on TV big fears about the Big Rock (prisons, government, insurancerather than introduce us to new, unidentified print portraits? companies, take your pick) into a reassuring mantra. Grandpa, for example, an African -American, is a former Of course, advertisers as diverse as Saab and Coke havestate Senator who still dresses formally. There's something also hopped on the you're -in -charge, you're -in -control trackemotional and moving about the visual ritual of having him lie ("Find Your Own Road/"Find Your Own Fruitopia"). But thedown and get covered in sand by his grandchildren while Rock line is doubly smart because it trades off a piece of thewearing his crisp white shirt, black suit and black tie. The Pru heritage. obvious metaphor, of course, is a burial, but this operation is There's nothing cutting -edge or shocking about any of theso joyous that it doesn't seem in the least funereal. It's more elements in this campaign, the first work for Gulliver in the land of the Lilliputians. As he Prudential from Fallon McElligott/Minnea- Beyond talks about never having been rich, but want- polis. Turning the cameras on seriously opti- ing to impart wisdom to his children, we mistic, healthy, vibrant seniors who then hold authenticity, believe him. forth about their lives and habits has become The snowshoe guy makes for an equally the executional choice du jour for advertisers what we dramatic visual. At one point, he's a black in the health care and financial services really seek dotinthe white landscape;theshot fields who want to appear "real." But the reminded me of an equally affecting scene of craftsmanship here seems artful and know- from these a parking lot covered in snow in the Coen ing; there's a seamless, almost poetic intelli- brothers' movie Fargo. gence to the way the pieces fit together. Most kinds of The musician says something that comes important, the words ring true. companies is across as profound: "Some people wrap them- That said, I think the TV, with its incredi- selves around the trunk of a tree," he says, ble cinematography and direction by Jeffrey continuity. "and that's where they stay." We get visual Plansker, is more compelling than the print. proof that going out on a limb worked for We get to see these people in action and hear their voices andhim-he's here to tell about it. accents (even though their names aren't used). So we do get a The dancer has an incredibly memorable voice. She talks window into their humanity and eccentricities, whereas theabout growing up with the expectation of getting married and print supplies anonymous portraits with no context. being cared for. "But at 50," she says, in a tale that many Fallon has done four TV spots to date. In one, a man lieswomen will relate to, "I found myself alone, and it scared the horizontal on the beach, getting merrily buried in sand by hisbejabbers out of me." And 20 years later, she's here, and she's grandchildren; another focuses on a musician who plays hishappy, and she's dancing. horn standing next to a painted barn; we also see a snow- That's really what we seek from these kinds of companies. shoer making a snow angel on a deserted mountain stretch inBeyond authenticity, we want continuity. No one can assure us Aspen, and an Israeli woman who started her own danceof that in our own lives, of course. But it would help to have it studio at 50, pirouetting around a pier. Of that group, only thein an ad campaign like this. Page 4 PRINT ADS/May 20, 1996

SATURN MOTORS CORP.

Pa

OUTS OAR Between its print profiles and the Riney voice-over TV spots, Saturn has maintained a wry, human and genuine tone since its launch.

It's a good thing that the Spring Hill, Tenn. -based auto-factory workers and transport drivers who are ever making motive cult known as the Saturnists hasn't gotten into mailimprovements. A spot called "A Few Improvements," which fraud or building anti -government militias. If that were theshows the distribution of state-of-the-art safety glasses to the case, I could just see the standoff: The FBI goes in there,factory floor, uses every American myth of making good, loaded for bear, and confronts a sea of happy -faced applaud-including a young fellow on a bicycle going about his day. ing barbecuers deep in noogie sandwiches. While this relentlessly positivist tone is at times hard to These good and kind Saturn folk ("A Different Kind ofbelieve, apparently it's true at Saturn. For example, in the Company. A Different Kind of Car.") are the spot in which Julie Hampel picks up her shiny 4-H version, the clean-livin', upbeat, can- Saturn ads first Saturn, the dealership staff gathers do side of cult membership. Far from crazed to take her picture (nice plug for Polaroid, loners, Saturn employees and owners seem to are the '90s by the way) and applauds her. She cries. In love group dynamics; they represent the team- any other ad situation, this would be about work, futurish side of the American work- marketing as believable as The Man From Glad arriv- place. The Saturn ads, done from the start by equivalent ing in your kitchen via rubber pontoon. But Hal Riney & Partners, are the '90s marketing this little ritual seems to happen to every equivalent of Jimmy Stewart characters in of Jimmy new Saturn owner. movies. I mean heck, when was the last time Saturn's new -style sensitivity and atten- you saw an ad that used the word heck? Stewart tion to the whole human race, as opposed to "Fun to drive? Heck, they were fun to characters. the male half, has certainly worked. As build" says the quote in the ad above. If that's Faith Popcorn points out in her new book, not eerily earnest enough, the heck part Clicking, the Saturn dealership "was the comes right before-or after, depending on how you read-only one of 14" a staffer visited that offered "to calculate the the noogiemeister illustration, "a form of camaraderie, anmonthly carrying costs... or voluntarily pop the hood" for a affectionate gesture; see Saturn workers." female browser, who also was offered a test drive, "a comfort- Granted, it's a marketing strategy that could have back-able place to sit and mull things over with a cup of coffee," and fired big time if the cars weren't any good. But they are, anda day care corner. Such happy owners make pilgrimages Riney has built the down-home myth, and they have come. back to Spring Hill to sign the walls, enjoy the barbecues, One of the many strengths of this happy car campaign ishug and even star in their own TV spots. Hence the look of its consistency. Since the launch in late 1990, every messagethe free -wheeling crew in the print ad above, one of whom (print or TV) has had the same wry, human tone. The Rineymakes his debut sneakered-feet first through the sun roof. voice-over supplies it in video. In print, the little graphic An incredible synergy exists in Saturn production, sales, illustrations breaking up the copy are the print cartoon marketing and advertising. Fittingly, this is one of the few equivalent of his gravel -voiced twinkle. cases where the print is just as consistent as the TV, and the In this car worshipping universe, everybody's got themedia reinforce each other. Happily for Saturn, every ad same Saturn religion, from the customers to the sales people,message is its own tight, coherent little universe. Yikes! PRINT ADS/May 20, 1996 Page 5

POLAROID

LIKE, WOW The impact of the colorful visual joke and spare, immediate response captures the Polaroid spirit far better than the drawn-out TV gags.

Like the optimum Polaroid picture, this print ad is anport hose. There's something about the squeak of the rubber instant hit. Every element in it works, from the unexpectedshoes and the aggressive flair of the cap that seems particu- three -letter palindrome joke (Mom/Wow beats "Madam, I'mlarly comic-the uniform works wonders every time, from The Adam" in my book) to the cartoony two -syllable name of theWorld According to Garp to Polaroid. sign company to the terse, Hemingway -like phrasing of the The rest of the spots, however, are too labored. Animal prose in the letter. "you morons"activists especially will have trouble with "Scruffy." In it, a resonated so brilliantly and been put to such elegant use. Thelittle girl does successively too -cute things with her dog, and old fashioned, writerly honesty of the type- her parents Polaroid each result. Flushed writer type on the creamy page of sta-The staccato with success, she finally hooks Scruffy up to tionery helps the crude name of the Hung - an elaborate electronic gizmo that sends him Rite Sign Co. look even funnier. It alsocombinationflying out of her second -story bedroom win- underscores the Papa -like directness of the dow. (The stunt is done through trick photog- message. of the print raphy.) Even if the dog isn't hurt, the idea There's a staccato combination to the high ad fits the doesn't work. Who would want to enable a kid color visual jokes and the simple spike of the to be this obnoxious? punchline that seems to fit the rhythm of the rhythm of Another, called "Architect," shows a Polaroid process well. The spirit of telling off frazzled yuppie guy (this is obviously the an idiot demands a quick picture. the Polaroidbusiestarchitecturalofficeintown) Most of the weight of this relatively new process. responding in the middle of an important campaign from Goodby, Silverstein & Part- meeting to the visual stimulation, in the form ners, however, is in television. That's where the company wantsof a Polaroid, that his lover left in his briefcase. It's a nod to to do its new image work-to make Polaroid seem hip in athe market for pictures you wouldn't want to bring to a world where two-hour processing and digital imaging havedeveloper, I guess. Certainly, this is one way to suggest eclipsed the whole instant camera thing. But to me, Polaroiddoing the you -know -what without having to show anyone has always been hip, since most of the designers and art direc-who's really nakey. We can only hope she greets him at the tors I know tend to use the brand name as a verb anddoor in Saran Wrap and holsters, since the set-up seems a "Polaroid" everything. bit Total Womanish. Even though the spot offers the female That's the point of "Fashion," which, in its 60 -secondinitiating, she treats him like a dog who responds on cue. version, is the best spot on the reel. It shows how a bed -ridden I understand the need to have drama and theater to keep and harried fashion designer, preparing for an upcomingthe television work going. But these scenarios seem so overly show, mistakenly snaps a picture of his nurse. Her dress getsdeveloped with gags that the benefit of taking an instant put into his new line, a white dot among all the other glaring,picture gets lost in the shuffle. In contrast, the brilliance of much too fabulous fashion clichés on the runway. Pure, sparethe WOW print ad is in its direct simplicity. With so few words and stark, the nurse's uniform takes off; the next season, thebut so many delicious visual cues, it's a pleasure to figure out city is a sea of women in white nylon dresses and white sup -for ourselves why the guy's a moron. Page 6 PRINT ADS/May 20, 1996 `NNWATis CarmichaelLynch

HARLEY- DAVIDSON MOTORCYCLES

CREATIVE DIRICTORS: Jack Supple, Jud Smith ART DIRECTOR: Warren Johnson COPYWRITER: Jim Nelson PHOTOGRAPHERS: Vic Huber, Graham Westmoreland

The boss's thumb don't reach this far. 14P

HARLEY- DAVIDSON PARTS AND ACCESSORIES

CREATIVE DIRECTORS: Jack Supple, Tom Gabriel ART DIRBOTOR: Bob Brihn COPYWRITER: Jim Nelson PHOTOGRAPHER: Hunter Freeman

IT'SART_ WHO CARES IF IT HAS ANY FtELDEEIRAINIC. SOCIAL VALUE -

GyMntAf Mend no mdturyJaa "Ado eony a fir a.lara a A pert...a ilte ono ..dson knenrun hi the kindnuldws you enare mai linthyamiloneCanaion Moor Adeuono, &minify Mwullarfir iu Amity, and undon,n, yer unlge anwfotu$ g No mod} ern seen Wale:0k. An too Dealer- Id Me on6 'pr. yoko'il fad art Ur A& ImegatalmonatCol 1400443.9153 fir the rooms donitr- PRINT ADS/May 20, 1996 Page 7 jINAth '444111111111.*"

Carmichael Lynch

SCHWINN BICYCLES

CREATIVE DIRECTOR: Jack Supple ORIATIVE DIRECTOR/ COPYWRITER: Kerry Casey ART DIRECTOR: Bob Brihn PHOTOGRAPHER: Mark Clifford

NORMARK FISHING LURES CREATIVE DIRECTOR: Jack Supple CREATIVE DIRECTOR/ COPYWRITER: Kerry Casey MItt, ART DIRECTORS: . Paul Asao, Frank Haggerty COPYWRITER: Tom Camp PHOTOGRAPHER: Jerry Stebbins The Shad Rap.' Suddenly, the lakes full of hungry fish.

Known to increase the value of lakeshore property. RaPala Page 8 PRINT ADS/May 20, 1996

Carmichael Lynch STREN FISHING LINE

CREATIVE DIRECTORS: Jack Supple, Kerry Casey ART DIRECTOR: Frank Haggerty COPYWRITER: Jim Nelson PHOTOGRAPHER: Shawn Michienzi

Cliff Freeman & Partners

[RAMA .en. iew ow rr CONMEMORATIVO TEQUILA

CREATIVE DIRECTOR/ ART DIRECTOR: David Angelo ART DIRECTORS: Matt Vescovo, Patrick Milani COPYWRITERS: Josh Miller, Donna Weinheim, Michelle Roufa, Kevin Donovan PHOTOGRAPHERS: Lee Crum, Craig Cutler, Mark Seliger Dogs lick their genital, an average of Tour time, a clay.

SAIIJZA .CONAIRMOSIATIVO, S.4(.1111111. "0,, Is I A PRINT ADS/May 20, 1996 Page 9

FINALISTS

Fallon McElligott

CEASE FIRE "BIG GUN"

CREATIVE DIRECTOR: Bill Westbrook ART DIRECTOR: Bob Barrie COPYWRITER: Phil Calvit PHOTOGRAPHER: Rick Dublin

pun to the home trtriet the ttt1 a thttoutuk at the home ,cEASEdkFIRE

TIMEX "INDIGLO"

CREATIVE D/RICTOB/ COPYWRITER: Bruce Bildsten ART DIRECTOR: Dean Hanson PHOTOGRAPHERS: Jim Arndt, Buck Holzemer

" . Lau., ow yreitr trna. rikt-n. rx,.,04:-Fierld..1-4A2, I u.5441, rasy bail p4 r 1. .).,..:statour maiI oaf._ "Merl. Le e -J rc.t.414,4s, -ThAv,4*-1145, ..c pus. " Fl. Page 10 PRINT ADS/May 20, 1996

FINALISTS `4411NOW Goodby Silverstein & Partners

UNUM CORP.

CREATIVE DIRECTORS: Jeffrey Goodby, Ittuncolly ontatgh. thea. o,o, otedi.ol Rich Silverstein treatment111411,1,1 ereetiser (11101 ART DIRECTORS: num kilt your boutriuuk, room(i.Wl.tut, Dave Ayriss, Karin mama/ totorogu. &rouge while medical Onsager-Birch intunoug too tarot rkr tog of Mr arlool

',raiment.,r won't ..plate Mr tauswwyob COPYWRITER: tom if goal. Jon, i to ow, toarkl ro rime. Scott Aal

rear,w4enw tome in.1W/r VAUD, PHOTOGRAPHERS:

Mr,limbiinvi11111,91A,loodtx.indwith Michelle Clement, oarrhort dud long Irmo disability *giro, Howard Berman, Lee Crum o sohmnr;ol prournmgoof r rxromr rTY,1 fillear orinjurytrop'

mu,from weint.. call it two., pro-

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UN,1, family uteutoponiet. edit your inturenser hut, ISo was the car, house, & life :triargs.1 UNUM ' longR,4Ile mr,...er

BELL HELMETS

CREATIVE DIRECTORS: .alders. tear.. Curb. Jeffrey Goodby, YOUR BRAIN 'MP Ceeterete. WI nonentity Rich Silverstein end., to prove (Ha simple IS A HIGHLY SENSITIVE demonstration) that yr.. a ART DIRECTOR: rem.. buffering your Jeremy Postaer DEVICE. TOO BAD IT I.olst trent insp.., rant creethetabi /tad not up to so, i COPYWRITER: COMES IN SUCH A CHINTZY Which puts worn". Paul Venables CARRYING CASE. on your wounal network PHOTOGRAPH!: Dud Heimo, Gary Davis, John o 1.1tnet and ft) thu you bettoir rough up o few Frame, Barry Robinson Atro boat lore Doll. Ow all these Pro Seale, helmet, perhePsi

do yiing. no ether helms romps, does. We test horns. otil, nary only we hove. Wo wow* sod AOMMUMJAPOr..0dot*. enocnyhowDifones et.cl the b. inn toe why deepest (once we even hod to er eid, unto Btu vary 1114® to the brain,uttruoonsAnd W 19 helmets (there aro too many te

fon. tee) It tore Is ....eon ...people us.. edso anykf wont to knout that trero /heir ultroidensitiva, ropIshaltated been at this for AD years or to. Whirls d evices to nnsero dtat they'll snit by able moons we were Nook lap biketo in the !were.

ots tdsont 20 yews bolo. Seto COUNIIIOSrostra= lour HEARST MAGAZINES THE WORLD'S LARGEST PUBLISHER OF MONTHLY MAGAZINES

SALUTES

the nominees of the 1996 Kelly Awards who have taken the art of great magazine advertising to new heights. We share their commitment to excellence in print. And we salute our editors,whose vision and clarity of voice, bring the art of magazine editing to a new level of expertise. ANNETTE STRAMESI EDITOR Colonial Homes Story David Maurer Photography Erik Kvalsvik Produced by Susan Leaderman

WHERE THE PAST GIVES LIFE TO THE PRESENT

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HEARST MAGAZINES CELEBRATES THE PASSION FOR

FUN FEARLESS FEMALE

ACTINGon impulse is a mistake made by many an otherwise clear-eyed girl. The solution? Remove yourself from hot situations unitt you've had a chance to cool down. Here's how By Maxine Paetro bib aw. a. table du kag .4.1ra ....lb gut Mt owl wo. tIc .5r4v 1.554. 115. ,55 t, 115 t Ott.. pm. an mow* 1.111.4 111111 4141411 4 14 aarlan.5. aaanal 4114 .44 fphoo HELEN GURLEY BROWN t"." V.111x:::.55.t. EDITOR -IN -CHIEF ...WA% pow. 1.1565 ....Mt V. N orue1411.u1"44. 04,41 140,41141 Ir.. t 4.1..11.4 IS,1000.11411144 4,k4 COSMOPOLITAN OM .m+.4 Story IWO "boc 55N11 IMO 0.0 Re. Maxine Paetro Mk. ape the 10 .1.0,14411.4* Ale Wk.. Photography Chantal Stoman Styling Christine de Lassus Hair & Makeup Bryan Marryshow for Lachapelle FR BCH A CONNECTION TO AMERICAS VALUES' Cot NTRI TEXTILES Notici:tdo mattsioi and utthe s.uth of FrVICC htNIOIN Iusmlorful traditios. rd ointrd prowitcd kthrias VP,

RACHEL NEWMAN EDITOR -IN -CHIEF Country Living Photography Keith Scott Morton

PRINT IN BOTH EDITORIAL AND ADVERTISING.

NINA WILLIAMS EDITORIAL DIRECTOR

Country Living GARDENER Photography Charles Mann Homeowners Jane and Bob Hendrix Writer Rebecca Sawyer -Fay Editor Nancy Beaubaire Art Director Jaye Medalia Location Breckenridge, Colorado A DEDICATION TO EXCELLENCE

Mister) Loner Hearts

Why would a fifty -year -old comic geniuslike Steve Martin want to spend the rest of hislife alone? He wouldn't. Know any nice girls? BY MARTHA SHERRILL EDWARD KOSNER

rrmar rntr err rntsrhtuttllt kw nod, EDITOR -IN -CHIEF rn ugly ram.. Ourt rimer or an Antes wreenary nd %hi set Jeutktng num are. nf Fed lot rd.... then Jtaralreruir for r-Arners &ten ant rantigie a earn. lark comer rIc runt Sewn Hord IltarniTIS, Hex ri wriest rrnohnde ondir ci tura_ 61=rner:rtrr:rd en at gingeoas alb hertlheerea Thee ro emit, omit beet abore nantetirc Ime *earn Ilentaht ,inner hang en. rich fed Yoe I, n.n mean {vrxrri. Story fin, I Inrn rro never Andre And I wor, rum wean The lardydruls ree- l..., The pa L A -get rem,. l..,d fed n :men Martha Sherrill Mime other mm erred n -Went .rnereor rennet, Irdr. inrn herlItere .21coa),..,w of kr521rdd Photography 4. AndrewEccles

HEARST MAGAZINES SALUTES THE ABILITY TO CAPTURE A

THE IMPORTANCE OF TRUST

Simple and inexpensive, the Sensor Pad is designed to helpwomen detect 'avast Lumps. It saves lives, say those who have used R. There's no proof, says the FDA. Meanwhile, the continuing battle may endanger your health. I3Y LAURA MUHA

ELLEN LEVINE EDITOR -IN -CHIEF

Good Housekeeping Story Laura Muha Photography Rolf Magener A PASSION FOR FASHION

ELIZABETH TILBERIS EDITOR -IN -CHIEF BAZAAR It's All NewNew Cloth -,New Shoes, Photography New Music, New MakeL1New Faces Patrick Demarchelier Editor Niki Tayror Erd H ew Additions Tonne Goodman, Fashion Director TheNew Spt U dinerican Model Niki Taylor Hair Thom Priano for Garren New York Henri Bendel Makeup Diane Kendal for Aveda

READER'S ATTENTION IN BOTH EDITORIAL AND ADVERTISING.

NOT SO STILL LIFE Design couple Oberto Gili and Wendy THE HOME AS A PERSONAL VIEWPOINT Goodman work out their own universe in a Greenwich Village brownstone

13V C111.1TINS P1401.0/111AFtlt OefTO Glt.

LOUIS OLIVER GROPP EDITOR -IN -CHIEF

A Carrara marble ruble big enoorglr for all ...Ai of arta.. t i .. labour). from barAuliaa Parra hOilSe bealltr did., war &aroma kr, Gib dad hio ("rood John kronor, Oh &night rho late.l.h.retaary Turbiyh cape.,, for goad... in Tor girt . Opoorinr: A typical .44

GUIDING THE BOAT OWNER

hom tighl co) nering racing machines to deluxe family touring models, there's a jet bike for everyone. Here's a samplingof the best on the water. Sion by MICHAEL VERDON Phoios by ROBERT HOLLAND

PETER JANSSEN EDITOR MOTORBOATNG & SAILING Story Michael Verdon Photography Robert Holland Art Director Erin Kenney Editor Louisa Rudeen JOE OLDHMAN COVER STORY EDITOR -IN -CHIEF Popularblediasucs WHBI 'TERRORISTS GO Story David Hughes Art Director JibTheNUCLEAR ingredients and information have never been more available Bryan Canniff

I f ,..ti re ,e.o.11,1., t., !mild a melded Iamb. you wou1.1 podia hly want tr Wet youl loyal library to read such elm., as Lo, Alamos Primer: Fir. Lectures Can NoloT. Build An Ato.ser Bomb. Althougl- notwyliet ly a blueprint. the book is considesad a gam guide to the pliptia or nuclear flation..lia litimein's bomb development team had a Rory in it. library, amt you eau obtain one for $27.,50 tiyealling the I Me 4,114 of Ca/Holis Prem. The Bowon Pula Library bought two ropies in l992. but a Jerk thew weently admitted that the circulating copy a Waring. Nuelear.wespom experts are familiar wim the boob. transcription of talk, delivered at the °awl of lb. Manhattan Project. Theodore B. Taylor, it retired P.C. iiialearwyeapona designer who also aer-eiloath deputy direetnr of the Peatitlion's nuelaim agency is the ilinlis, know, the title well. In fait 1/tylor *aye he THE PASSION TO KNOW 16441161 fail any atudent *limed to find opesditeratura publications atmut nuclear weapons Rae abide, didn't tram up with 1.0a Alamos Prt "ter "There b 0 1.0 more Information in the public di - main that WSW .4 there in ram ago." acknowledges 'ferry Hawkins. deputy director of the nempritlifers- arid International security divixion at 1...6 Ahmed, I Laboratory. ntelasatilleation sad ipetelltert- blieution have driven this trend he note, Ito much Infonnarion floating anemia' adi A give Robert Kelley, who minstrel. the teat nueletir P11103YEency and pieliferatian watettri. and it offer. s i.43,0111.0 away vhwees that Fe confused.* ugh the US, government hat bin worries! nuclear terrorism and extortion foe years, tIn availability of information has reetrilly helirik- feara. Liu ban the availability of lismonahle ma - k, ShielilrIller limier empire 1.01164.011.0 ulna- s nuclear Materials have hertialtki temptit g for muggier" and orglinixodrialiat, I Meter thawpiques concern in Ott emerge., iarroriet gr 1.35w. to frame

OF A GOOD IDEA IN BOTH EDITORIAL AND ADVERTISING.

PRIZING RELATIONSHIPS

KATE WHITE EDITOR -IN -CHIEF REDBOOK How Story Cindy Schweich Handler Photography We Janette Beckman Carry

These women were all about

nine months pregnant when

photographed-yet some

were big, some smal, some

wide, others narrow. Here's

what they thought they were

having, what they got-and

at the myths that kept them Seale RUSSELL. IS Oaf YOWL 46 MONKS RE.14L. 26 WEN 61.1.6RDS, 32 reverence phetegrapher eon taepr.... Re,. nSled. Reseptloseet guessing for 9Y2 months. Ilan el 4 -Since I was anvers....ps eon .woren the.. -be! -En.. sod An 4 el pee. rehe Penne at me se 610 and sem.. everyone told enea, hones isse a nes. P.m! ineelarePO.* [1.4111 nes Kenna Pp bur. theaus. re was e hos - gins lend to ap1 Ore had wane Pine he.Ram. and repthiner thawed BY CINDY SCHWEICH HANDLER 11.414 Ia. tun.. tarn ...me. ream and tensed art . t:ou no suppeend on the sidn. Sep sn the name wn.. Me ma" W. he, 6.. Chrleepher ndd None en res... en she we I:ben Onion Man, learneerel) rha. et.. 19, What Or h., 14,wok.tamp,.. irke she beet a prl, awn pen It 16 Ran. 14 ae.. WI.. Oct* 27. anDamper12. 12 rte.. 21 4 on Onto., 18 THE WALL STREET JOURNAL MAGAZINE OF PERSONAL BUSINESS MAKING SENSE OF IT A one

Five Top Funds That You Won't Find in the Rankings theB

The Hidden STEVEN SWARTZ Truth About EDITOR -IN -CHIEF Franchising INVESTMENT

T"Thirteen Smart Money Buys Editor .ed Cars Stuart Emmrich Pf SA.ei moray Art Director Amy Rosenfeld Our Top -Ranked Experts Tell Cover Designer Where to Put Your Money Now Doris Downes Jewett HEARST MAGAZINES BELIEVES IN RAISING

REAT SHOT NEWS FOR WATERFOWLERS WiARIL toF.NROI IIN CARIBOU SCHOOL

L LT; PRESERVING THE WORLD OF THE WILD F-11E7-,i TERRY MCDONELL .40.4 EDITOR -IN -CHIEF

Do You nt HAVE WHAT $PlyRr$ IT TAKES TO ALFIELLB BE A PRO? .es. rresistibk Fishing That Will Change Your Life Lures and Lodges Thomas McGuane Des;nlater Tactics Photography 4814 Barry Beck n'thc South Bammaster Design Director Secrets Fishin Gary Gretter That Will chane Art Director O Michael Lawton a rodiling t,ct. 1:e311 Editor Sid Evans PAMELA FIORI EDITOR -IN -CHIEF

TOWN & COUNTRY Devoted Duos Stacey Okun Photography Anders Overgaard Styling Lucy Sykes

CHRONICLING THE INTERESTS OF AMERICA'S AFFLUENT

et Gun/no...Ask kJ Buoy. . Ile VIVI imer

STANDARDS IN BOTH EDITORIAL AND ADVERTISING.

NANCY LINDEMEYER VALUING THE PRIVATE LIFE EDITOR -IN -CHIEF Victora Art Direction and Layout Susan Maher Photography Toshi Otsuki Contributing Editor Tricia Foley Fashion Styling Clarissa Block Hair and Makeup 06.11,rne otel fronwylorg An PA Rick Teal, Halley Resources P.virsio o r molon-a, an, morlo$ rho, rbe teariess Food Styling ovod hrarely bale evervonepropnly mlulAked

A.J. Batafarano S FOR elder, olaPo fur rat sdafleol AI rupy Flowers Pet/1109te/leYaot POP* onor. of m, am pandered Alexandra Randall Meadow. Crql?, oppa tbe iongtiland summer place of foosevelis, rang opo get auppolnled 114 tbe bustle and lauiater qffiaande wben the century warming. ad guests jrlopr P .010 lir saIhng Ile or pa*, u elldflocee r alomp I be swan& to crepri 10 cookealls, Ji<6 seemed to odea before then lam a goro Oa war all0,1r60 par kod41 would al I to, Sewing ode. Family seamy., were longer Men, more soceible-and their Mown Inleollow to *amp NO historic breeze -swept rooms inerlred 15aoria to Sucbausa ..lunfur .16,404 1900,, tbwe tw/0 days. So carne along on an Edwarcian weekend gobog IdoJobn Eh, flow erelb pod a (won of Stylish Home Decorators Madam lloourel enlnwlnedal Pleado,rofl lop, Mel r summer Wale In Popo& Net, rod Walla hop and Paola B. Sala go0Vrefd lbele ninnOrlaleoldIngour own tout*. Ito moms MP! Oblomal Home,. ronorPobp umbunped Pna lhekpunrlw day 16e bourbotpw Editor's Assistant bold, apt, apodeP coma Ito gardens am froP11 plan, pith Power, ennugh o glade, molt 110,room Po doe Ppro, aen ar nop.liepb lemonade Pond, mph Belle Edsall In lbo pont', ma {I.A1 rea sum, peDa tivb yelPy pea. to oul on o Peru fah2 owb Models mokhow Pan& binvo nFht Lisa Houlgrave, Wilhemina; Simon Rogers, Zoli HEARST MAGAZINES THE WORLD'S LARGEST PUBLISHER OF MONTHLY MAGAZINES

SALUTES

the nominees of the 1996 Kelly Awards and the editors of: Colonial Homes Cosmopolitan Country Living Country Living Gardener Esquire Good Housekeeping Harper's Bazaar House Beautiful Marie Claire Motor Boating & Sailing Popular Mechanics Redbook SmartMoney Sports Afield Town & Country Victoria ©1996. Hearst Magazines. A division of The Hearst Corporation. PRINT ADS/May 20,1996 Page 21

Goodby Silverstein & Partners

AMERICAN ONCRETE PARKING BARRIERS ISUZU MOTORS INC. WERE INVENTED CREATIVE DIRECTORS: Jeffrey Goodby, TO TAKE OUT OIL PANS. ISUZU Rich Silverstein ART DIRECTOR: Mike Mazza COPYWRITERS: Chuck McBride, Dave O'Hare PHOTOGRAPHER: Graham Westmoreland ILLUSTRATOR: Alan Daniels

PORSCHE CARS NORTH AMERICA

CREATIVE DIRECTOR/ COPYWRITER: Jeffrey Goodby CREATIVE DIRECTOR/

ART DIRECTOR: Lam. 4.1. tem d my Rich Silverstein

ART DIRECTORS: Noma my. walk WA solta. Todd Grant, Erich Joiner

COPYWRITERS: dr. The .6.411,401,01 oltrn O. Bo Coyner, Steve Simpson, Bob Kerstetter PHOTOGRAPHER: Clint Clemens .^11 onlOO4r

1.05. ea MO cut or.

Like peanut butter to the roof of your mouth. Page 22 PRINT ADS/May 20,1996

Grace & Rothchild

LAND ROVER NORTH AMERICA, DEFENDER

CREATIVE DIRECTOR) ART DIRECTOR: Grace ART DIRECTORS: Allen Richardson, Gerard Vaglio COPYWRITER: Gary Cohen PHOTOGRAPHER: Vic Huber

We'd love to tell von ahoot :he 1:elender. No:

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SCHIEFFELIN & SOMERSET, DEWAR'S "TRUTHS"

GROUP CREATIVE Do you want to DIRECTOR: John Eding agic this CREATIVE DIRECTOR: py to give YT: Mark Figliulo ART DIRECTOR: 'Screaming Orgasm Whit Friese COPYWRITER: John Coveny PHOTOGRAPHER: (411iiiik) Robert Whitman

Dewar's. NIP PRINT ADS/May 20, 1996 Page 23

Leonard/Monahan

BAUER It's freedom. FUJ S APPE IN -LINE SKATES CREATIVE DIRECTOR: David Baldwin 13) ART DIRECTOR: Greg Bokor COPYWRITER: Kara Goodrich PHOTOGRAPHER: [POWERLESS Jim Erickson SLnVE

VO70Hauer

F.X. MATT BREWING CO., SARANAC BEER

CREATIVE DIRECTOR: David Baldwin ART DIRECTOR: Greg Bokor HERE IN THE ADIRONDACKS, THINGS COPYWRITER: WORTH DOING ARE DONE SLOWLY. John Simpson EXCEPT FOR RUNNING FROM A BEAR. PHOTOGRAPHER: Jim Erickson THAT'S DONE QUICKLY. ILLUSTRATOR: Bill Butcher THERE'S SOMETHING AlioUT THE UNTOUCHED ADIRONDACK

WILDERNESS THAT STRIPS AWAY THE TRIVIAL, LEAVING

REHIND ONLY WHAT'S ILACORTANT, LIKE TRIO

TAKEN IN A 100 WELL DONE WHET

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SARANAC BEER. THE SPIRIT OF THE ADIRONDACK Page 24 PRINT ADS/May 20, 1996

FINALIS

The Martin Agency

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JOHN F. KENNEDY LIBRARY FOUNDATION

CREATIVE DIRECTOR: Hal Tench COMMUNISM. NUCLEAR WAR. ART DIRECTOR: Cliff Sorah THE STRUGGLE FOR CIVIL RIGHTS. COPYWRITERS: Joe Alexander, Tripp Westbrook NO WONDER HIS BACK HURT

From the moment he took office in lanuary 41961, John F Kennedy tvresdrel with one gigantic.

history -making issue after another. Gaeta and tee Bay of Pig. Gnne Wane and Ahantma. The Caw

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Vitro Robertson

TAYLOR GUITARS

F.' CREATIVE DIRECTOR/ COPYWRITER: 1 John Robert:, CREATIVE DIRECTOR/ ART DIRECTOR: lin John Vitro PHOTOGRAPHER: LIS Chris Wimpey

IF AI\ EAR Until now. pare.. never had much choice. And kids had even less THERMOMETER II 'here was a teloperatme to be taken. the standard rectal they- inomeler was the way In take ItAn SOUNDS PECULIAR, uncomfortable. messy. risky way. nut the only accurale way. That Is, mall we Introduced the IMAGINE THE Thermnacnn. Instant Thermometer. It lakes an accurate letnperalore the ear Irt 1311(1 second. The amir way REACTION TO THE nomy doctors' offices and hospitals Mk niillIons eneh year .lust position It and press a but- ton. Nou'll tel all easy to read tem- FIRST RECTAL perature With no strougle No Imo of injury And on unhappy kid THERMOMETER.

THERMOSCAN INC.

CREATIVE DIRECTOR/COPYWRITER: John Robertson CREATIVE DIRECTOR/ART DIRECTOR: John Vitro °COPYWRITER: Bob Kerstetter ILLUSTRATOR: Mark Frederickson Page 26 PRINT ADS/May 20,1996

Wieden & Kennedy

ESPN SPORTSCENTER

CREATIVE DIRECTORS: Larry Frey, Stacy Wall ART DIRECTOR: Rick McQuiston COPYWRITER: Hank Perlman PHOTOGRAPHER: Will Van Overbeek

NIKE "RUN TODAY"

CREATIVE DIRECTORS: Susan Hoffman, Michael Prieve, Dan Wieden CREATIVE DIRECTOR/ COPYWRITER: Bob Moore ART DIRECTOR: Robert Nakata COPYWRITERS: Ernest Lupinacci, Giles Montgomery PRINT ADS/May 20, 1996 Page 27

NIKE ACG 1 CREATIVE DIRECTORS: Susan Hoffman, Jim Riswold ART DIRECTOR: John Boiler COPYWRITER: Glenn Cole PHOTOGRAPHER: Alan McPhail

NIKE APPAREL

CREATIVE DIRECTORS: Susan Hoffman, Stacy Wall ART DIRECTORS John Boiler COPYWRITER: Ned McNeilage PHOTOGRAPHERS: Guzman, Brad Harris Page 28 PRINT ADS/May 20,1996

Wieden & Kennedy

NIKE TRACK & FIELD

CREATIVE DIRECTORS: Susan Hoffman, Stacy Wall, Dan Wieden ART DIRECTOR: Darryl McDonald COPYWRITER: Jame:, LeMaitre PHOTOGRAPHERS: Marc Gouby, Duncan Sim PRINT ADS/May 20, 1996 Page 29

rHJ;Iii 4 VP aiVi

Marathon Runners and Couch Potatoes

you cannot put a television ESPN, couch potatoes with an ency- commercial on your refrig- clopedic knowledge of sports in an erator. There is a perma- effort to get closer to the conscious- nence and an intimacy to ness of our audience. A print ad, more print that can't be matched by even so than an execution in any other the latest production values or the medium, gives you the chance to fully biggest production budgets of tele- explore the relationship between the vision. We love print because it gives brand and the consumer. us the time and the space to form a And the chance to wind up on some more intimate relationship with our cat lover's fridge. audience. Strategically, the placement itself gets you halfway there. When you run an ad in Cat Fancy, you know exactly who you Ernest Lnpinacci are talking to. Conceptually, what you say to a cat owner, and Copywriter how you say it, will hopefully get you the rest of the way. Bob Moore At our agency, the creatives have turned themselves into Copywriter/Creative Director marathon runners, mountain climbers of Wieden & Kennedy, Portland

Creative Direction by Committee

Iwas asked to write about the No, "the committee" I'm talking creativeprocessatFallon about is the jury of your peers: the McElligott. Well, to be quite other writers and art directors. At honest, it's not about process. Fallon, we throw our ideas on a floor It's about lack of process. At least, I and ask whoever's around to toss a hope it is. paper clip on their favorite. You It begins with providing a creative quickly learn if the emperor has any team with a simple, single-minded, clothes. Often, one simple suggestion insightful brief with a little room to takes an ad from merely good to breathe. It doesn't really matter how almost great. And, of course, it only you get there. Just that you start there. The best work comesworks if a creative department is full of honest, trusting out of that brief when you leave a creative team alone to thinkpeople. I think it's called "synergy." and play. When you load them up with rules and agendas and Does the creative process always work this way at Fallon? concerns, you stifle. Unfortunately, no. But when it does, the Hopefully, before the creative director sees a team with thework shows it. final work, it will have been subjected to "the committee." But not the committee you're thinking of. Nothing squeezes the Bruce Bildsten life out of work more than too many opinions from account Creative Group Head people, planners or mailboys. Fallon McElligott, Minneapolis Page 30 PRINT ADS/May 20, 1996

;II ;l ATV Ali ,i1Y1

On Thumbnail Layouts and Fresh, Inky Proofs

When the lamination man directors would have to show their books comes to our house, he's by the pallet -load. usually grinning ear to ear. Why such passion for print? Did our We do a lot of print at moms hang too many drawings on the Carmichael Lynch. Some of which you refrigerator? I don't think so. I think it's can see in this section. because we are suckers for the thump in It was our first love. And even though the chest that a great print ad makes you over half of what we do now is TV, our love feel. That's how we test our print. Does it affair with print has never faded. Thumb- thump us? Does it thump our client? And nail layouts stuck on the white walls give finally, does the reader tear the ad out of us goose bumps. Fresh, inky proofs make themagazineand us all teary -eyed. And woe to anyone who crumples them. hang it on the wall? Thump. Great ad. Our print production people could, I believe, workat the Louvre. They've got ads in drawers and ads on walls and ads in Jack Supple the vault in the basement. They probably have bits of ads in the President/Creative Director lint trap of their dryer. I swear to you some of our writers and art Carmichael Lynch, MinneapolisIt

Staring Down a Deadly Serious Brief

Ilike print ads that make me smile, down their faces; people physically and if not outright laugh. After all, emotionally in pain. People with the advertising is a fun business. Isn't fear of the unknown crashing down that what drew us all here in the upon their lives. It was too difficult to first place? It's the business of being discuss. What do you say to these cool and hip and funny and entertain- people? Whatever we needed to say, it ing. And, more often than not, the ads wasn't cool or hip or funny or enter- we like most, and tend to remember, fit taining. Suddenly, our only thoughts those descriptors. For the past 10 years, were of finding words and pictures that I've racked my brain trying to create might somehow offer help and comfort. cool, hip and funny ads. Then something Our right brain had given way to changed. our heart. It happened the morning Mark Fuller and I sat down to Advertising is often accused of being an industry that mat- begin work on the Amgen campaign. Amgen produces Neu-ters very little in the scheme of things. I guess most of the time pogen, a drug that helps cancer patients rebuild their whitethat's true. But for one brief moment, it seemed like what we had blood cells. This assignment felt like nothing we'd everto say, what we had to offer, did matter. I only approached before. It felt different-in fact, difficult. What dowish it could have been a cure. you say to someone who's fighting for his life? We struggled. Someone who's on the verge of losing the one thing we all take Son Huey for granted each morning? Our pens froze. VP Creative Director In our focus groups, we saw people with tears streaming The Martin Agency, Richmond, Va. PRINT ADS/May 20, 1996 Page 31

1 ;1-1:),1 16:1 :11 ;T:11 The $100,000 Question The question of "How would you 1992 spend $100,000?" rarely comes up in Wieden & Kennedy advertising. Either you're shelling Nike Women's Fitness out $10 million to plug the latest Fiasco sports utility vehicle, or you're trying to find 10 bucks to pick 1993 up a bar tab. Kathleen Wall talked to Carmichael Lynch several winners of 100 grand from Schwinn the MPA Kellys to find out what they Copywriter Kerry Casey and art director did with their windfalls. Jim Keane shared the 1993 award. Casey

PTIV.11 d. says he "used it to make a down payment 1986 on a helicopter." Another source says the McKinney & Silver "helicopter" was really a house. When North Carolina Travel & Tourism pressed, Casey argues that a down pay- In the first year that $100,000 was ment on a house is much too boring and awarded, Jan Karon was the copywriter says he has told everyone it was a heli- and Michael Winslow the art director at 1987 copter. Casey describes the whole experi- the winning agency. First, Karon donated Ogilvy &Mather ence as "numbing." American Express Green Card Sadly, Jim Keane died of a brain tumor several months after he won the award, with the money held in trust for his young 1988 children. TBWA Advertising Carillon Importers, Absolut Vodka 1994 Account director Richard Lewis was part Goodby, Silverstein & Partners In NortIlCarolina,some ofourgreatest works ofart never bangin a museum. of the TBWA team that won the 1988 Norwegian Cruise Line prize. Lewis reports that his wife, fucana Isabelle, was the one who did not want $10,000 to World Vision, which helps feed him to waste the money. She told him to impoverished children. After paying buy a dining room set. "I am not mad," $17,000 to the IRS, giving money to her says Lewis. "I like the dining room set." daughter to buy a condo, and financing a trip to England, Karon used the remain- der of the prize money to begin a career as 1989 a writer. Karon says the award was "the Wieden & Kennedy seed for my departure from mainstream Nike "Emotional Running" advertising." She is currently working on her fourth book and has signed a three - Last year's winners, Steve Luker and book contract. Her latest book, part of a 1990 Steve Simpson, divided the prize money series about a small North Carolina town TBWA Advertising into "nine very unequal parts" and called Mitford, will be out in June. Carillon Importers, included the account side in the distri- Although Michael Winslow thought Absolut Vodka bution. "Of course my partner, Steve about buying a Porsche, he elected to Luker, bought expensive jewels, very rare invest his share in his daughters' college wine, perfumes and sailboats," says educations. The team also gave $12,000 to 1991 Simpson, who donated all of his money a junior art director who worked on the Wieden & Kennedy to charity. campaign. Nike Women's Fitness The Kelly Awards Finalists Carmichael Lynch Harley-Davidson Motorcycles Harley-Davidson Parts and Accessories Schwinn Bicycles Normark Lures Stren Fishing Line

Cliff Freeman & Partners Sauza Conmemorativo Tequila

Fallon McElligott Cease Fire Timex

Goodby Silverstein & Partners Unum Corp. Bell Helmets American Isuzu Motors Porsche Cars North America

Grace & Rothchild Land Rover North America

Leo Burnett Dewar's

Leonard/Monahan Bauer In -Line Skates Saranac Beer

The Martin Agency Amgen The John F. Kennedy Library Foundation

Vitro Robertson Taylor Guitars Thermoscan

Wieden & Kennedy ESPN SportsCenter Nike ACG Nike Apparel Nike Nike Track & Field 1996 Mediaweek

Plan of the Year

nBozell Joanna Schwartz,

Joel Kushins, Robin

Reiner and Harry

Glass share the

ifGrand Prize Comedy Central congratulates

Media Plan of the Year winners

who, in spite of countless

free lunches, movie premieres,

concerts and cocktail parties,

still managed to put together

killer media plans.

Media Plan of the Year - Bozell, New York for The National Fluid Milk Processor Promotion Board Best Plan for Campaign Spending $25 million or more - Angotti, Thomas, Hedge, Inc. for SAAB Cars, USA Best Plan for Campaign Spending between Po million and $25 million - FCB/Leber Katz Partners for Fila, USA Best Plan for Campaign Spending between $1 million and $10 million - Young 6 Rubicam for Andersen Consulting Best Plan for Campaign Spending $1 million or less - Ogilvy 6 Mather, Atlanta for Atlanta Centennial Olympic Properties Best Use of National Television - BBDO, New York for Pizza Hut, Inc. Best Use of Local Television - McCann- Erickson for Black E Decker Household Products Group Best Use of Magazines - Bozell, New York for The National Fluid Milk Processor Promotion Board Best Use of Radio - Media First International for Northwest Airlines Best Use of Newspaper - Media First International for Northwest Airlines Best Use of Out -of -Home - Leo Burnett, USA for Callard & Bowser -Suchard Best Use of New Media - Ogilvy 6 Mather for IBM, OS/2 MEDIAWEEK May 20, 1996 PAGE 43

IPlan of theYear

The Winners

The Plan of the Year Bozell Worldwide for the National Fluid Milk Processor Promotion Board Page 44 Media '96 Best Campaign Spending $25 Million or More. Angotti, Thomas, Hedge for Saab Cars, USA Page 48 Best Campaign Spending Between $1 Million and $10 Million hen we started this Young & Rubicam for Andersen Consulting Page 50 Best Campaign Spending Between $10 Million and $25 Million competition four years FCB/Leber Katz Partners for Fila, USA Page 52 Best Campaign Spending $1 Million or Less ago, one of its primary Ogilvy & Mather, Atlanta, for Atlanta Centennial Olympic Properties Page 56 goals was to shine some of the light on Best Use of National Television BBDO for Pizza Hut Page 58 media planning in the advertising Best Use of Local Television McCann-Erickson for Black & Decker Page 60 business. This year, it shines. The Best Use of Radio teams that won 1996 Plan of the Year Media First International for Northwest Airlines Page 62 Best Use of Newspapers Awards will be handed their awards Media First International for Northwest Airlines Page 64 Best Use of Out -of -Home by senior executives from the agencies Leo Burnett for Callard & Bowser -Suchard Page 66 Best Use of New Media for which they work. Enough said. A Ogilvy & Mather for IBM Page 68 special thanks to our judges: Alan

Jurmain, Lowe & Partners/SMS;

Arthur Kennedy, Media Buying

Services Intl.; Jack Klues, Leo Bur-

nett; Richard Kostyra, Media First

Intl.; Joel Kushins, Bozell Worldwide;

David Martin, Pentacom; Debbie

Menfi, Deutsch, Inc.; Tony O'Haire,

Ogilvy & Mather, Atlanta; and Shari

Wall, J. Walter Thompson, Chicago. PAGE 44 May 20, 1996 MEDIAWEEK

The Gods of The Milk THE PLAN OF THE YEAR

It was a seemingly inauspicious For its finesse, and its business savvy, in a sea of Coke and Pepsi. Instead, they beginning to a campaign that Bozell takes home this year's Mediaweekchose magazines and, as a result, owned literally changed the way somePlan of the Year award-along with athe medium. "We needed to surround the people feel about milk. What$10,000 purse provided by People, Comedytarget," said Joel Kushins, Bozell's man- Bozell, New York did with theCentral and Mediaweek-and the Best Useaging partner and media director. "And "Milk, What a Surprise!" cam-of Magazines honor for its campaign for the special opportunities opened up to us paign was to take a simple educational Fluid Milk Processor Promotion Board. with magazines that far outweighed what message, pair it with some titans of The goal was to grab the attention ofwe could've done with TV" fashion and sports, and shoot it throughwomen 25-44, tell them something edu- Between February '95 and March '96, the lens of one of the world's most dis-cational but not preachy about the healtha total of 813 pages of ads ran in 50 tinctive portrait photographers. benefits of milk, and change their mindsnational and six regional magazines. Each Oh, and then there's the mustache. about a drink most consider fatty andpublication-among them Family Circle, So, just how much hell was it to get theunhip. The aim of the campaign, dubbed Working Woman, Parenting Ebony, Time, the Milk Proces-Entertainment Weekly, People, Vogue and sorEducationBon Appetit-received between seven Bozell uses magazines-and a mustache- Program, was toand 30 four-color ads on a continuous reversea30 - running schedule. To get the most bang year decline infor their buck, Bozell drew in publishers, to turn around consumer perception milk consump-searching out value-added programs that tion. Women inwould extend the "Milk, What a Sur- the target demo,prise!" message into editorial content. likes of Christie Brinkley, Iman, Katemost often the shoppers for their families, Those with the best ideas got the biggest Moss and Isabella Rossellini to mar theirare the largest segment of lapsed milkbudgets. "We looked at what kind of edi- otherwise perfect countenances with adrinkers while being the most at risk fortorial compatibility they could provide," stripe of milk above their upper lip and beosteoporosis. A mix of celebrities and reg- said Harry Glass, senior partner, media. caught on film? "It really wasn't thatular folks were recruited for the ads, with"It was very important to have exposure tough at all," said Jay Schulberg, chief cre-Christie Brinkley being the first star towithin the magazines but also to get the ative officer at Bozell. "These are womensign up to flash her glamorous yet whole- word out in other venues like daycare cen- who spend hours in makeup and obvious-some million -dollar smile for photogra-ters and doctors' offices." ly have to be very concerned about howpher Annie Leibovitz. Vanity Fair published a booklet that they look. But they agreed to do it, and Working with $45 million, Bozellfeatured the personal trainers of Holly- then when they saw the mustache onexecs decided they could not compete in wood's elite talking about how they keep themselves, they laughed every time." the world of TV, where milk could get losttheir stars in shape, and People ran a 50 - BY T.L. STANLEY Photography By Frank Veronsky MEDIAWEEK May 20, 1996 PAGE 45

I Plan of the Year

page magazine -within -a -magazine on celeb diet and fitness (20 of those pages were milk mustache ads). Better Homes and Gardens created a 96 -page milk cookbook that hit newsstands as its own book, and Newsweek ran a section of news and trend stories about milk, which also appeared in Ladies Home Journal. Life magazine launched a photo con- test encouraging people around the coun- try to mug for the camera, and In Style picked up the supermodel images and put them on postcards that showed up at trendy restaurants and clubs. Partner- ships with packaged goods companies such as Fujifilm and Keebler extended the message to stores, and millions of milk brochures were sent to doctors, dieticians, health clubs and schools.

The results were marked. The Roper Organization found increases in each cat- egory it measured: 22 per- cent more people saw milk as an adult beverage after the campaign, and 22 percent more thought of it as a good after -exercise drink. There was a 17 percent increase. in the perception of milk's health benefits, and an 18 percent increase in people who thought skim milk was a good diet drink. While the intent of the first year was to change attitudes, year two of the campaign aims to start showing some results at the cash register, stemming a billion -dollar loss in milk sales. The second year, which begins in July, will broaden the effort to include teens, men 18-34 and women 12- 24. The look of the campaign will be sim- ilar to the current one, with celebrities, models and sports figures. "We didn't expect an instant reversal of the downward trend in milk sales," Kushins said. "But we were after a sub- stantial change in attitude. Now we hope to start moving sales."

The milkmen and women: From left to right, Robin Reiner, Harry Glass, Joel Kushins and Joanna Schwartz 0

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DEMI MOORE

spring garden celebration

' grivislicht fa good .....4 kitchen trends stage ofawoman's life.

Every day our lives are changing. It's easy to measure when the events going through transitions have new needs and a need for new products. are significant, like when you buy a new home or have a child. But the These are optimal times for advertisers to capture an untapped market day-to-day things also count - like eating healthier or nurturing your or to reinforce brand loyalty. marriage. Life has big stages and mini stages, and they're all important. G+J magazines are the one constant G+J helps guide women from one stage of their life to the next, with in the lives of one in two American magazines edited specifically for teens, active women, expecting and wonen. Call John Heins, President, at new moms, home enthusiasts and household decision makers. Women (212) 463-1103, to learn more. PAGE 48 May 20, 1996 MEDIAWEEK

Saab Story: Cars for

No advertising category is more cutthroat than luxury automobiles. So when Saab Cars, USA decidedto launch its first truly national campaign last year with a budget of $32 million-its luxury import competitors routinely spend four times that much-it needed to find ways to make every dollar stand tall. The key to the media plan devised by agency Angotti, Thomas, Hedge was a thorough understanding of the Saab cus- tomer. The planners then strove to find ways to speak to discrete segments of that diverse audience in a meaningful way. It didn't hurt to have breakthrough creative, in this case, a delightful animated series of by artist Jean Phillippe Delhomme. "The campaign enhanced the posi- tioning of Saab as for individualists, as exhilarating and fun to drive," says Saab director of marketing Dave Krysiek. "We had to make the media plan complement that with the TV and books we selected." The results were impressive, with brand awareness gaining 30 percent-despite a mere five percent increase in spending. Sales jumped 18 percent in the teeth of a double-digit decline among all luxury cars. Through long experience and much research, the planning group at Angotti knew that Saab owners were a breed apart. All luxury car owners have money, and all are educated," says media director Claire Capeci. "But there are nuances between people who buy a Mercedes versus those who buy a Saab. Saab has the highest inci- dence of advanced education of any luxu- ry car. It's a very smart audience. "Psychographically, Saab owners tend to be individualistic." she says. "They're outdoor enthusiasts-biking, skiing, sailing. They like the idea that you can put a windsurfer on top and pack up for the weekend and still have i win inside.

Katie Post and Michelle Vespa of BY ERIC SCHMUCKLER, Angotti, Thomas Hedge found the intelligent car buyer on cable, in tech Photography By Frank Veronsky magazines and on the World Wide Web May 20, 1996 MEDIAWEEK PAGE 49

Iconoclasts Plan of the Year

There's also a real high correlation with In print, Angotti pursued a dual opposite its full -page ad, winning one or techie types, a high incidence of comput- strategy, says Capeci. "Some books are two in nearly every magazine on its sched- ers in the home." there for reach, but others were a little ule. The copy included a direct response National print, cable and spot TV bit different for the target," she says. For message and was tailored specifically for had been the primary vehicles for Saab; example, Saab was the first automotive each book: food -oriented for Gourmet, like most luxury imports, it does some to advertise in gay publications such as etc. "It was something that connected two-thirds of its sales in the top 15 mar- Out. "As a constituency, [gays] tend to Saab with the readership," says Capeci. kets. To launch the new campaign buy European luxury cars, so we decid- "Then we measured all responses by mag- though, Saab decided to break the mold ed to break the ice and talk to them," azine to see who was responding' ." This tai- and go with network TV. "It was impor- says Krysiek. Adds Capeci, "It's not just lored strategy resulted in a 67 percent tant to cast a wide net and get the mes- an untapped market. It's educated, increase in responses to the print cam- sage out to the broadest possible audi-affluent-there's a high correlation paign and, as Krysiek notes, every quali- ence," says Capeci. between who reads those books and who fied lead is pure gold. The four -week network flight last buys Saabs." Late in the year, Saab launched a web April was primarily in late night and primetime, plus some sports, with a high percentage of the prime spots running in top shows such as Seinfeld, E.R. and CAMPAIGN SPENDING Saab's negotiations are han- dled by GM MediaWorks since GM $ 2 5 MILLION OR MORE Europe owns half of Sweden's Saab Auto AB. Thus, Saab benefits from the Detroit giant's clout. "That's a heckuva advantage The eclectic list ran to 36 books. It site, dubbed the Side Road for a niche player like Saab," says Krysiek. included WIRED for the tech -heads, The (saabusa.com). The site is integrated into Cable flights ran up to 26 weeks, Utne Reader and Harper's for more intel- the overall campaign. "It looks and feels with a bunch of sponsorship positions lectual readers, outdoor books such as like the creative," says Capeci. Although including the acclaimed Inside the Outside and Snow County, food books Saab went online primarily for the learn- Actors Studio on Bravo, original USA like Saveur and Gourmet, alternative ing experience, its site received 200,000 movies such as My Antonia and thatbooks like Genre and Huh? and some hits in its first few weeks. network's U.S. Open tennis coverage. financial mags, since Saab owners also The genuine star of the campaign, Other cable nets on the plan included tend to be avid investors. Capeci claims, was"an amazing creative Discovery, A&E and CNN, all of which "skew to a more intelligent, affluent viewer," notes Capeci. An imported car with an upscale target One highly targeted TV buy: Resort Sports Network, which airs in most of the major mountain ski areas. Saab consumer finds ways to get around auto clutter sponsored the morning weather report for the entire ski season. On a more local basis, Saab balanced Over a third of Saab's ads ran with approach." But it took a savvy media plan its national image -building with a heavy either a cover or table -of -contents position. to put that creative across. "We really emphasis on its retail base. It poured mon- Angotti, which handled insertions after worked very hard with less funds to make ey into local TV, radio, newspapers and MediaWorks nailed down the rates, was the advertising more visible to the target outdoor to support its dealer groups in the able to turn Saab's limited budget into a audience," she says."That meant having a top markets. Again, some of the strategies negotiating tool. "We're smaller and we real visible presence on each of the media were a bit unusual. For a few years, Saab need to be more visible," says Capeci. "We we chose." has supported a handful of major -market can't afford to buy every book, so posi- "The plan dovetailed so nicely with PBS stations, using them almost like spot tioning is more important, and we push our positioning," says Krysiek. "We real- vehicles. Angotti produces special 15 -sec- quite hard to get it." ly tied the plan into the creative itself, ond commercials for them to put across Angotti also went after an added -val- and that's the beauty of it-that's why it

the Saab message with a slightly softer sell. ue bonus of a one-third column ad to run works for us." PAGE 50 May 20, 1996 MEDIAWEEK

Stalking the CEO

hh, the life of a chief execu-tising and research for Andersen. But on tured in the signage and mentioned by the Ative officer: corporatea budget of less than $10 million, and incommentators, Andersen spots aired on takeovers, Lear jets, cocktailthe face of deep -pocketed competitorsABC during the finals and ESPN during parties. "Would that it were,"such as IBM and EDS, Andersen neededthe semifinals. The sponsorship brought most ceos probably would saya more scientific approach. another global twist to the plan, since the o that statement. In reality, That's exactly what Andersen got with preliminary rounds were held and aired all the driving ambition that brought them toY&R's plan. Unaided awareness of itsaround the world. Y&R even negotiated a the top often translates into a grindingadvertising rose 65 percent during thelittle sweetener to the golf deal: the agency routine. Young & Rubicam in its Plan offirst quarter of the media plan, compared established a pro -am, which allowed the Year ($1-million-$10-million spend-with the prior six months. "It's really allAndersen partners to get some face time ing category) found a way to effectivelyabout impact and targeting," Poggenpohlwith important clients on the green. target ceos and other high-level executivessays of the plan's success. The cornerstone of the golf strategy was to evolve Andersen's media to a high- er level. The company had bought time in golf tournaments in the past. But the full UN Wt-) 1'1 I if sponsorship was a quantum leap forward in targeting key executives. While golf $1-$10 MILLION courses and airports are good places to

at large companies for client Andersen Basically, Y&R and Andersen strove Consulting by playing into the fast -pacedto hit those executives where they live, routines of business leaders. And as Y&Radding new, more strategically focused sees it, that routine might look somethingelements to their existing plan, which had like this: He rises early, perhaps 5:30 or 6consisted mainly of print campaigns in a.m., and catches early morning businessbusiness books. For instance, Y&R took news while sipping that first eye-opening its well-known print creative for Ander- cup of brew. Arriving at the office beforesen and posted it in airport dioramas the lights are even on, he flips on his ter- right outside the executive lounges minal and checks the world markets and in the home airports of the com- other business news with that second cuppanies Andersen was targeting. of coffee. He finishes his business in theThe idea was actually borrowed office, and before noon he's at the airportfrom Andersen's international waiting for a flight to take him to a meet- media plan, so even executives ing in another time zone. But he doesn't traveling overseas couldn't escape wait among the whining children and chat-the dioramas. ty salesmen in the general lounge. This With Y&R's input, Anderson broke executive takes refuge in the executiveinto broadcast network advertising-no lounge, relaxing with a copy of Business -small feat on a relatively small budget Week. Come the weekend, if he doesn'tspread out among so many media-as a have a Saturday tee time, he'll probablyresult of its title sponsorship of the Ander- watch at least a few rounds of golf on TV. sen Consulting World Championship of How does a media plan target theseGolf. Airing in December 1995, the finals guys? "We often bought 35-64 males, butof the event capped off the first global that's not very refined,"' says Teresamatch -play tournament. Aside from the Poggenpohl, worldwide director of adver-Andersen name being prominently fea- BY LAUREEN MILES Photography By Frank Veronsky MEDIAWEEK May 20, 1996 PAGE 51

I Plan of the Year Y&R finds top executives where they live: in

airports, in the office and on the golf course. find high-level execs, obviously the best cially important when a Goliath -sized precision of the plan carried over into place is in their offices. So Andersen and competitor like IBM can throw money at cable as well. Instead of just advertising Y&R bought a multimedia package a huge image campaign that cuts across on CNN Business Morning, Andersen through Bloomberg. Spots on all its lines of business. Taking a small sponsored the entire show, every day. Bloomberg'snetworkandadsin budget and going up against B* Blue, Andersen also sponsored CNBC's News - Bloomberg Magazine, a user's guide to the "we ran the risk of being fragmented," break and Management Reports. service, augmented the centerpiece to the says Steve Cambron, media planning It's hard to say how the plan will con- package-ad space on the Bloomberg supervisor. "We would not have been able tinue to evolve into a more pervasive part terminals. Not only did Andersen have to make it as strong spread across five of the core audience's life. But one thing an advertiser site,it sponsored stock media, if it were not so finely tuned." is for sure. If you're a busy ceo, Y&R and reports and its own golf page tagged with Andersen, a f Y&R since Andersen probably will find some way to

"Compliments of Andersen Consulting." 1988, had in the ticed much the show up on your radar screen. "We were able to add these dimen-same type of advertng as its competi- sions of the plan to talk directly to our tors-print ads in business books and audience. It went from being two-dimen- cable spots on news programs. The com- Fore! The Y&R team on the Andersen account, from left: sional to three-dimensional," says Amypany continues that fundamental media Gabrielle Mazzarella, John Miller; Frank Smith, Steve Berry, senior vp/group media director. strategy-albeit with numerous highly Cambron, Gerry Kierman, Scott MacDuffie, Alison That one-on-one approach is espe- refined twists. The evolution and surgical McGovern and Tara Campbell. PAGE 52 May 20, 1996 MEDIAWEEK

I Plan of theYear Hoop Dreams, Part 2 In introducing the new Grant nal" familiar to young viewers watchingmedia director for FCB/Leber Katz. Hill signature shoe, Fila turnedsports on ESPN, the NCAA champi-"We are smaller, trying to make noise, to FCB/Leber Katz to helponships and MTV It also devised a plantrying to build an association," says make an impact with a budgetfor Fila to refurbish 1,000 basketballHowe Burch, vp of marketing for Fila. dwarfed by those of the sportsbackboards at public schools in five The result was the biggest launch for apparelmanufacturer'stwocities, putting Fila's name in front ofa sports shoe since the introduction of biggest competitors, Nike and Reebok.thousands of basketball enthusiasts Nike's Air Jordan's, which saw a 60 per- The agency rose to the challenge every day. cent sell -through in the first 10 days. with a campaign, launched a month "If you were a sports -involved teen, Fila's Grant Hill shoe hit a sell -through before the shoe's introduction in Marchyou got to know Grant Hill real well,"of 50 percent after four days, with 1.5 1995, that made Fila's "Rookie's Jour- says Rich Gagnon, senior vp, associatemillion pairs of shoes snapped up by

The people who made Grant Hill BY CHERYL HEUTON famous: From left to right, Christina Downey, Justin Poe, Rich Gagnon, Photography By Frank Veronsky Chris Powell and Peter DePasquale The success of your product may be written in the stars.

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©1996 Time Inc. The Walk Of Fame. a licensed trademark of the Hollywood Chamber, is used with permission. PAGE 54 MEDIAWEEK May 20, 1996

Plan of the Year Putting Detroit Piston Grant Hill's new

shoe line on national cable scored big

consumers. is a graduate of Yale. His mother attend- oral different spots were usually used in The media campaign won ed Wellesley, where she was the room- the same program. A young teen watch- FCB/Leber Katz the award for Best Plan mate of Hillary Rodham Clinton. "He is ing Beavis & Butt -head might well see for Campaign Spending: $10-25 million. handsome, articulate and charismatic," three Fila spots in a single half hour. Along with Gagnon, FCB's media team says Pasquale. "Grant is atypical of the Gagnon and his team also bought heavi- includes Justin Poe, Theresa Chang and basketball player ripping down the rim." ly in special programming events such as Ian Cohen. Account execs are Peter Hill's appeal as a product spokesper- MTV's Beach House, the ESPY Awards DePasquale, Christina Downey and son has not gone unnoticed by other and BET Celebrity Softball. Chris Paul. Howe is joined on the client companies. He istheinternational Spot programming continued, too, side by Mark Westerman. The creative spokesman for Sprite, and he also is con- with local unwired sponsorships of was done by Sam Gulisano. tracted to represent GMC Trucks, Kel-"March Madness" (the NCAA basket- In the wake of the Grant Hill launch, logg's Frosted Mini Wheats and Mac- ball tournament) on CBS affiliates in Fila rocketed from No. 8 brand of sports Donalds. Hill, who had appeared on top -20 markets. wear for 1994 to No. 3 for 1995, right national TV more than 80 times during "Part of our ability to secure the time we needed came from being very selec- tive," Gagnon points out. "We were only on major networks for our target [demo], iit\MPAIUN SPENDING and only for the selling seasons. We weren't planning to be on the air every- $ 1 0 - $ 2 5 MILLION where, 52 -weeks -a -year." The backboard program, done in partnership with Footlocker, did more behind giants Nike and Reebok, who his college career, already was strongly than reach school kids. Most of the 1,000 together spend roughly $200 million established in the minds of many youth- billboards refurbished under the program yearly on media. Fila spends $12-$13 ful consumers. were located outdoors on courts used by million. "Probably our single biggest "What we needed to do," says the community. The backboards carried objective was to get the budget to work Gagnon, "was focus, because we had to the logos for both companies along with hard," says Burch. "We needed thebecome a dominating presence in the a stay in school message. biggest bang for the buck because our places we advertise. Grant was both a Other buys included a first -ever sec- category is intensely competitive, and we motive and a reason. Before Grant, in ond cover copy split in Sports Illustrated; were being significantly outspent. We '94, we were heavily into spot TV inposters, supplied by Sports Illustrated, had to make sure the advertising wasurban areas. Because of Grant's wider displayed in more than 800 Footlocker remembered." appeal suddenly national cable became stores; sports videogame review sponsor- "Before the campaign, there were something that made sense for the ships in GamePro magazine; ads cele- about five companies vying to be No. 3,"brand." brating Hill's selection as Rookie of the says Peter DePasquale, account execu- Year in USA Today; and the first MTV - tive for FCB. "It was a contest between MTV became a crucial America Online advertisement, part of Converse, Asics, LA Gear and Addidas. vehicle. "MTV is big in its Beach House sponsorship. Now, we are clearly No.3." our demo, whichis Burch said he found the "most effec- The media plan's success started with teens and young tive and unique" component of the cam- the selection of Grant Hill, the Detroit adults," Gagnon says. paign was the chance for consumers "to Pistons' star scorer, explains "It'sa contemporaryget to know Grant Hill off the court." DePasqualie. Fila has a history of strong environment-multicultural teen trend- The "Rookie's Journal" spots were acceptance in urban areas but wanted to setters. And there is tremendous interac- directed by Steve James and Peter expand its reach into suburban areas. tion between music and sports. Basket-Gilbert, the team who produced and Hill proved the perfect expansion player, ball is often shown 'choreographed' to directed the acclaimed documentary so to speak. His basketball background rap music." Hoop Dreams. "It made the story of was different from that of the typical Of course, Fila wasn't the first com- Grant Hill interesting by making it imme- NBA college draftee. He had attended pany to buy MTV and ESPN in search diate, by giving it timeliness," says Burch. Duke University, where he led his team of young males. "But the way we went "That had not been done before in this to two NCAA championships. His father about it was unique," Gagnon says. Sev- category, and it created a frenzy." STUDENT #21,687

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THE MEDIA SCHOOL A Division of ADWEEK MAGAZINE GROUP ADWEEK BRANDWEEK MEDIAWEEK MARKETING COMPUTERS Making Do WithaMillion

re you wondering whating properties of the Olympics GamesAngeles. "You could sayit'san exactly Izzy is? Well, thisto be held in Atlanta, July 17 -Aug. 3.Olympic record," says Bob Hollander, story will not answer yourSince December, the licensing prop-vp of licensing for the client, the question. We know he iserties have racked up some $500 mil-Atlanta Centennial Olympic Proper- Athe mascot of the upcom-lion in sales, but it wasn't easy. ties group. ng centennial Olympics. Last Christmas, few Americans O&M Atlanta's media director, But whether he is a rabbit or a spleen,had any idea where the SummerTony O'Haire, was given the job of or anything else vaguely recognizable,Olympics were to be held. Sales fornot only improving lackluster con- is for you to decide. the Atlanta games, however, havesumer awareness, but of getting the No matter. Thanks to Ogilvy &beaten the total sales for the 1992word out to the licensing business and Mather Atlanta, Izzy is selling likeSummer Olympics in Barcelona andretailers that there was going to be an hotcakes. So are the rest of the licens-the 1984 Summer Olympics in Losappetite for Olympic products. ACOP BY MICHAEL BURG! Photography By Greg Foster MEDIAWEEK May 20, 1996 PAGE 57

Plan of the Year The advertorial cost the client $400,000,

though it was worth closer to $2 million.

)gilvey & Mather's hadawhopping "This time, we went out like salesthe section. "They were very recep- "ony O'Haire (seat - licensing sales goalguys from People," says O'Haire.tive to the idea" of the inserts, says d) wth Izzy, the latest of more than $1 bil- "We'd go into these licensee offices, O'Haire. "It was all business they )lympic mascot. lion. To make mat- hit the trade shows and do the samehadn't gotten before." standing from left: terstougheron presentation over and over. We'd The advertorial in the three con- lacy Ellen Banto, O'Haireandhis have them say to us: 'This is nice.' sumer magazines cost the client only fillary Abbott and group-Mary EllenBut when we'd ask them to con- about $400,000, even though the total 'ran Vettor. Barto, the associate tribute to it, they'd say: 'Well, I don't space cost in the magazines was closer media director and really have the extra money.' Then to $2 million. The balance was paid for Christina Wunderle, the media plan- we'd have to sell them on it." by the ads brought in by O'Haire and ner-ACOP had provided a media The 12 -page special sections that company, including two O&M staffers budget of less than $1 million. ran in the publications containedwho are no longer with the company, "Normally with that kind of bud-four pages of editorial from ACOP Robin Foster Johnson and Jim Devoss. get, you'd run a trade campaign andand eight pages of ads from the vari- Using Sports Illustrated and People call it aday," certainly made explains O'Haire, sense (part of the who says he learned deal offered 1,000 a lot about the sales PAIG t`f i`f N key retailers a free process during the year's subscription 18 months the cam- $ 1MILLION ORLESS to Sports Illustrat- paign ran. "I was ed). But why very convinced that Southern Living? if we were going to make a difference ous licensees. They were pitched"At the point where we began this, in advance of the Games to consumer using a media kit that included a the most interest in the Games was in sales, we needed to do something on mock-up of the insert, a letter fromthe southeast. And their readers the consumer side." Bob Hollander and a list of reasons [indexed high] on spending on appar- O'Haire decided to put together a to participate. The total el, etc. So it was for both geographic trade effort, advertising in such pub- audience reach was 20million,and demographic reasons we chose to lications as Discount Merchandiser concentrated mostly in the Southeast.use Southern Living." Until recently, and Sporting Goods Business. Hollander says the section lookeddistribution of most of the licensed Timing of the campaign was cru-so good, he regretted not havingproducts was limited to the area cial: Ads were run about a year before included an 800 -number to take around Atlanta. the Games, when retailers needed to advantage of the hundreds of con- "We've really done something dif- commit to creating the inventory and sumer calls ACOP received after theferent that Ogilvy helped accom- when many of the trade shows weresections ran. plish," explains Hollander. "These just starting to focus on the Olympics. Games are part of a larger brand But the meat and potatoes of the hough it all worked outname: TheOlympics-especially effort to reach out to consumers in the end, O'Haire saysthese Olympics, because they're 100 involved putting out an advertorial it was a sometimes gru-years old. A hundred years of any- section for Sports Illustrated, People eling experience puttingthing in the modern age in the U.S. is and, more regionally, Southern Living. together the section. Hea big deal. By playing that up, we Normally that effort alone would not only had to learn the think we can elongate the selling peri- have broken the bank on a multimil- editorial process but also the ad side, od beyond the Games themselves." lion budget, but O'Haire decided at 8especially after some advertisers So now that he knows a bit more p.m. the night before the presentation dropped out at the last minute. than perhaps he wanted to about the to the client that the campaign had to In fact, one advertiser droppedpublishing business, would O'Haire have it. out so late, the section went to one of do it again? "Probably. But I'd worry The twist was to convince thethe publications with a blank page. all over again about whether I was licensees to contribute to buying theO'Haire wouldn't identify the adver- going to fill all the pages." Ask any ads in the special section. That wasn't tiser or the publication, but says thepublisher and he'd probably tell you

easy at all. magazine pitched in a page to fill out the same thing. PAGE 58 May 20, 1996 MEDIAWEEK

Long(

Stuffed-crust pizza. Seems likeaplausibleaffair, something between the old round stalwart and a cal - zone. You'd think some- body would have thought of the stuff before Pizza Hut, which began making the stuff last year. (Actually, there's a guy in Brooklyn who claims he did and has fallen in with lawyers. Still, wouldn't holding rights to stuffed - crust pizza be like holding a patent on the jelly donut?) For Pizza Hut, Stuffed -Crust Pizza proved the greatest new product intro- duction in the company's history. For BBDO in New York, the media plan that told America what stuffed -crust pizza was won Mediaweek's Plan of the Year Award for Best Use of National Television. The idea for Pizza Hut's Stuffed - Crust Pizza sprang forth from a pair of pretty obvious observations: First, people like cheese; second, most peo- ple do not eat the crust on the outer edge of a pizza. So if you put cheese inside that crust, presto, people will eat it. The product was tested in late 1994 and early 1995 in Albuquerque, Tole- do, Milwaukee and Richmond, Va., and the people there seemed to like it. So a national rollout was planned for spring 1995. The seeds for the media plan grew from the knowledge that pizza eaters, at least of the male kind, tend to watch a lot of sports. As for women and kids, they tend to watch a lot of TV too, but with a budget in the range of about $6 million and huge competitors such as

Fax a pizza, from Pizza Hut (none of that thin crust please) to the BBDO media team on the Pizza Hut account. From left to right, clockwise around the pie: Chris Bruderle, Jeremy Sebiri, BY W.F. GLOEDE Steve Grubbs, Kathleen Murray, John Hunt, Susan Schwartz, Tom Photography By Frank Veronsky McGovern and Fran Laufer May 20, 1996 MEDIAWEEK PAGE 59

the Right StuffIan of the Year

McDonald's and Burger King, Pizza vp and director of national TV buying "The objective was to hit 30 to 50 Hut could not afford a lot of TV. The for BBDO. "Fox would probably be percent of the target at least a couple primary target audience was adults 18 less inclined to do it now." times during the first two weeks," to 49. The NCAA spots,featuringa explains Laufer, who has been with Sincetheproduct -launchdate series of irreverent sports and Holly- BBDO for 13 years, nine of them on was April 1 and Pizza Hut alreadywood celebs eating the pizza back-the Pizza Hut account. had time booked in CBS' coverage of wards, were a major hit with the The TV effort was supported with the NCAA Basketball Tournament client. But the first one almost didn'ta newspaper teaser campaign and Final Four weekend, it was only nat-run. CBS called Tom McGovern, coupon drop in 12 key NHL markets. uralto stuff the new product inBBDO vp/national TV supervisor, on And Pizza Hut's association with Fox there. At the same time, however,the Saturday morning the spots were and the NHL was featured in promo- tional ads in TV Guide. The result was a boost of 25 per- cent in per -store sales at Pizza Hut BEST USE OF locations compared with the same period in the previous year and 30 NATIONAL TELEVISION percent compared to the period just prior to the launch. The objectives were10 percent and15percent, Fox Sports was beginning itsfirstsupposed to break. Break it did-the respectively. coverage of the National Hockeyfirst spot in the scheduled rotation Is the client happy? "I don't want League's Stanley Cup playoffs andwould not play properly. The NCAA to tell you how good it was, for com- was looking for ways to lure spon-Final Four wasinSeattle, which petitivereasons,"chortlesClaude sors. "Fox jumped rightin,"says meant McGovern had to track downCaylor, vp of media services for Pizza FranLaufer,seniorvp/associate the account supervisor and get some- Hut. "It was the best and most suc- media director on the Pizza Hutone in New York to fetch anothercessful media and execution that I've account at BBDO. With Fox jumpedcopy of the spot and get it out to theseen in my career. And I've been Howie Long, the former OaklandWest Coast before 2:30 that after- around for a while. Raider-turned-Fox TV sports per- noon. The account supervisor found "BBDO in media is a competitive sonality, who recorded a series of sixanother account person at home inadvantage," Caylor continues. "They 10 -second promotionalteaseran- New York, who then dispatched him - have the remarkable ability to make nouncements that aired during Fox's prime -time schedule on March 31, April 1 and 2. The announcements The introduction of Stuffed -Crust Pizza united toutedtheintroductionof NHL hockey on Fox and the new product from Pizza Hut. BBDO, Fox and Howie Long in a cheesy partnership As the exclusive fast-food sponsor of the NHL on Fox, Pizza Hut secured a total of eight 30 -second units perself to the tape house and then to the their clients look good." week for a four -week flight. Two of the CBS Broadcast Center on the West Which brings us to the story of how spots each week were allocated as Side of midtown Manhattan, and the McGovern and Laufer schlepped Cay- three 20 -second vignettes (one per spot was sent by satellite. "All that for lor downtown to Greenwich Village to period), and featured Long, NHL 30 seconds," McGovern groans. But it sample some of that designer kind of hockey and Stuffed -Crust Pizza. The ran as scheduled. pizza that you find around places like four executions of the vignettes, as The spots also ran in prime time,the Village. "All he did was complain well as the 10 -second promos, werebut instead of salting them all over the about the thin crust," says McGovern. created by BBDO and Fox-and fund- schedule, which would have severely "I've been known to be contrarian," ed by Fox. diluted frequency, they were concen- admits Caylor. "If Pizza Hut was putting "It was Fox's first year of NHL trated in several high -profile shows, your kids through college, wouldn't you

coverage," says Steve Grubbs, senior such as NYPD Blue and ER. complain?" PAGE 60 May 20, 1996 MEDIAWEEK

Look Ma,

wants to be seen as a good corporate cit- izen can see possibilities in the theme. And maybe nothing lends itself more to a public service announcement than child safety at Halloween. With that in mind, McCann's team approached sta- No Hands! tions with a request to create customized safety programs focusing on Halloween. Ever seen a 10 -year -old onson. With the bulk of SnakeLight's adver-The stations made pitches that included Halloween? There's thistising budget already committed toPSAs, billboards, local marketing promo- kid with a goody bag in theChristmas ads, however, the budget fortions and giveaways. left hand and a magicthe project was limited. A national effort It is at this point that the media plan- sword in the right. Maybewas impossible. Beyond that, the optionsning and buying team really showed their a second bag. Maybe anwere open. mettle. Getting a 30 -second spot and pay- extra cape slung over the arm. Walking First, McCann's Slorance and Rathing a good rate for 30 seconds of time is up and down the neighborhood streetsand Black & Decker's account teamsomething every good media buyer does. as the sun is starting to set. Pumpkins.agreed to focus the new sales pitch onGetting added value tie-ins, such as Masks. Greensleeves. Hands -freeHalloween and accompanying it with a flashlights. All the good stuff you neednighttime safety message. That wasn't at for Halloween. all an obvious leap. SnakeLight had been For putting hands -free flashlights onpositioned at Christmas as a home repair theHalloweenlist,we can thankdevice. The Halloween message gave it a McCann-Erickson's SnakeLight team.second identity as something to take out McCann-Erickson had helped makeon the road. Black & Decker's SnakeLight flashlights Budget limits made a national effort an instant hit when they were introducedimpossible, so the media planners needed ZEST USE OF t0 E Sr N

in 1994. Demand was so high that storesto to concentrate their resources and had trouble keeping the SnakeLight inleverage the advantages of a local pitch. stock. But success spawns imitators, andThey started by identifying 15 key Black by mid -1995, SnakeLight was faced with& Decker markets by looking at the dis- lookalike competitors. Like many Blacktribution chain and choosing markets & Decker products, SnakeLight was posi-with a strong Wal-Mart presence. Then tioned to sell heavily at Christmas time. they went to all the TV stations in those But Black & Decker couldn't cede themarkets and asked the stations to do rest of the year to competitors. some of the work. McCann's Kendall Slorance, Debbie The safety message had a crucial Rath and Randy Altman were given the advantage: it lends itself to more than tra- charge of extending the SnakeLight sea -ditional advertising. Any TV station that BY MARK GIMEIN Photography By Frank Veronsky MEDIAWEEK May 20, 1996 PAGE 61

Plan of the Year

indoor trick -or -treat parties for local kids vignettes were accompanied by bill-costs (and the added benefit to the cor- is better. Getting 30 second spots andboards citing Black & Decker's spon- porate image of linking Black & Deck- paying for 15 seconds of time is best. sorship. That tied together the two units er's name with a public service message). Welcome to the advantages of scale. into full 30 -second packages. That Of the remaining five key markets, Media buyer Randy Altman negotiatedmeant twice the presence. And no pre- four aired Halloween PSAs linked to the a deal with CBS that amounted to a giant miums for running 15 -second spots. Black & Decker advertisements. And all volume discount and then some. Of the And none of the pre-emptions to which five created marketing tie-ins, promot- original 15 markets that McCann identi- short spots are subject. ing Black & Decker at station -backed fied, 10 had CBS or Group W stations. Remember: the station even created events with safety brochures, Halloween So Altman used the kind of leverage that the safety vignettes. So no production candy and Black & Decker trick -or -treat a purely local advertiser would not have had and negotiated a group deal. Philadelphia TV station KYW cre- McCann-Erickson gets stations to promote ated 15 -secondHalloweensafety vignettes. Those vignettes ran on the 10 stations in the deal, adjacent to a 15 -sec- Halloween safety-and Black & Decker ond SnakeLight commercial. And the

bags. All this came at no cost to the company, except for the small expense of the materials. One of the snazziest features of the plan might be how easy it is to measure the effects of the advertising. Wal-Mart is Black & Decker's prime outlet. All the markets in which the Halloween cam- paign ran have Wal-Mart stores, but so do many other markets that did not see the Halloween ads. The difference is immediately apparent. SnakeLight sales were 30 percent greater at Wal-Mart stores during the Halloween season in the participating markets. That's not 30 percent at the corner grocery. That's a 30 -percent increase in Wal-Mart size vol- ume, which means enough flashlights to make the night noticeably brighter. Sometimes you have to be able to pull a conceptual trick to get an advertising treat. Doubling your TV exposure for free and flooding a market with your client's corporate logo to boot isn't exact- ly turning water into wine, but in adver- tising terms, it is very close. No tricks here but the tricks of the trade, and the

treat goes to the client.

Bright lights, big plans: From left to right, McCann-Etickson's Randy Altman, Chris Williamson, Debbie Rath and Bruce Kincaid. PAGE 62 May 20, 1996 MEDIAWEEK

Northwest Airlines' radio Relax. Kelley's tone is sarcastic-boards and promotional support) and partneringplan,likeboth he and his stations loved thethe option to move weight as needed manyinventionsandpartnering agreement-but his pointweek by week. The franchised vig- most New York Metsis well taken. In the hands of fum-nettes, including features on travel, mid -inning pitchingblers, the entire Northwest Airlines'weather, sports, and news, were creat- changes, was born ofpartner arrangement could have beened and tailored to each station and its frustration.Lastyear,Northwestdisastrous, thanks to the extra effortformat. found itself unable to launch or re-required of all involved parties. But "They're very flexible at Media spond to airfare changes in a timely, as a result of the hardworking andFirst," Kelley says. "If we ever run cost-effective way because radio sta-committed NWA team at Media Firstinto problems at the radio station, if tions wouldn't clear the weight the air- International, partnering was notwe have a news conference and we line needed and the cost of last-only a success, but is on next year'scan't run their spots, they're wonder- minute advertising space was NWA media schedule and has non-ful with make goods, just really coop- prohibitive. The big brains at Mediaparticipating stations lining up forerative. A lot of media partnerships First International conceived and thenconsideration. don't work both ways. But we'll give implemented the partnering plan. The Northwest partnering plan isup something [for Northwest] and Media First will give it right back." "The term partnership is impor- tant," adds Richard Kostyra, presi- dent of Media First International, sounding, strangely enough in this business, like he actually means it. Of course, since the partnering plan was implemented by seasoned Partners mediaprofessionals,theprocess unfolded swimmingly. "It was chaos," admits Kostyra. "We're dealing with a multitude of stations in 36 different markets and we're trying to discuss with each of them the uniqueness of their station and how it can be incorporated into a In Time feature to Northwest's advantage. And each station offers suggestions, how they can help Northwest," he says. "And some of the suggestions were Media First gets 136 radio stations to share ridiculous. But slowly we narrowed down the field. We discussed rates, features [the stations] were promising ad risks and rewards with Northwest Airlines and finally made our decisions." Despite the rosy up -front cash, not all of the partnership's terms are eye Then they crossed their collectivefairly simple. Media First negotiatedcandy for stations. "The partnership media fingers. long-term, open-ended "partner" sta-does require weekend contacts. It "And how did it work?" muses atus with 136 radio stations in 36 U.S. does require us to go a little bit above mildly incredulous Paul Kelley, na-markets (all major Northwest Airlinesand beyond," says Kelley. "After the tional sales manager for Boston'smarkets). Partner status entitled sta-ValuJet crash, they asked us to pull WBZ-AM and WODF-FM, two oftions to a year's worth of advertisingthe Northwest spots for a day or two. Northwest's "partner" stations. "Howcash, up front, in exchange for re-But it's worth it. They're a great client did it work? You mean like the Satur-duced inventory pricing, guaranteedto have." day -night phone call to my homeclearance of retail support at estab- Stations, however, do benefit from [from Media First] to pull all thelished rates, a continuity schedule ofNorthwest's up -frontdealmaking. [Northwest] ads because of the [Mayspecially crafted "franchise" positions"Some of the bigger national accounts 11] ValuJet crash?" (including NWA branding, audio bill - move their spots," explains Kelley. "Northwest just lays it in and it never moves. That's good for a radio station, BY MARK HUDIS because it makes it easy to keep track of inventory." Photography By Frank Veronsky "The stations know that, when ad- MEDIAWEEK May 20, 1996 PAGE 63

I Plan of the Year

The Media First team for Northwest included (from left) Jan Wurzburger, ditional dollars come into the market,be a major source of the relief effort. saw the airline and its radio partnersRich Kostyra they're going to get some of that,"They said to their radio partners, Weagain join forces without haggling for and Karen Klein. Kostrya says. "If Northwest wants towant you to run commercials to raisedollars. promote a special fare and needs addi-money for the Kobe effort. We're not "Northwest took the Toys for Tots tional spots, the station knows they'llgoing to pay for these commercials."'program under its wing [no pun in- receive some of that money." Now that, as they say on Lowertended, we're sure.] So we approached Response to the program has been overwhelmingly positive. Stations are eager to renew. And once the program r) f I fi hit its stride, something evolved out of I) L) 1_J .111 v 1J the process that's rare in the modern business climate: a true feeling of partnership between radio stations, East Side, is chutzpah. stations and said, 'We'll produce the Northwest and Media First. Some- The result? feature and then we want you to run thing the whole gang was shooting for "All our partners went along withthe commercial with your station's in the first place. it," says Kostyra. "Our partnership isname attached,- Wurzburger says. "During the Kobe [Japan earth-an attitude." "And we got terrific cooperation." quake] disaster," explains Jan Wurz- Apparently. The attitude carried "They got value for it, we got value burger, a partner at Media First,over to a Northwest push for a U.S.for it, and everyone was happy," adds "Northwest took it upon themselves toMarine Corps Toys for Tots drive thatKostyra. PAGE 64 May 20, 1996 MEDIAWEEK

Here, There, And IIere's what Media Firstglobal media at Northwest, came upbuy that space at a reduced fee. Internationalwasupwith the solution. "That flexibility in terms of when against: The three -year - Last February, the three were sit-the ads would run and what size old media -planningtingatNorthwest's Minneapolisthey'd run at helped us get the deal," agency was tryingtoheadquarters looking over the nation-said Grubb. "It's beneficial to our placea new product,al edition of the Times trying to solve ConnectFirst, for its biggest client,their problem. "Continuity in the Northwest Airlines. ConnectFirst is amarket was our objective,"said if) rl I fl perks program offering first-classWurzburger, who manages all of 111 _1 U upgrades and frequent -flyer bonusNorthwest's domestic media. "And by 7S miles to travelers who pass throughusing national media, you fill in the one of its three hubs. ConnectFirstholes you couldn't fill in on a localbusiness and beneficial to The New wanted to reach a national audiencebasis. National media gives you theYork Times because they're getting of business travelers, the kind of peo-luxury of covering everything." Thethe revenue stream off space that ple who read the national edition ofmedia buy had to be as strategic asthey weren't previously marketing." The New York Times. possible and get to the right people The campaign had a real effect. The fit with the Times seemed idealon a consistent basis, all within bud-Grubb said Northwest saw gains in because the newspaper offered the per-get. local markets as well as a jump in fect demographics: business travelers While reading the paper, the threenational business. aged 35 to 64 with an income ofnoticed a lot of house ads. That's Can this plan be used by other $50,000 or more. But there were some where Wurzburger, Kostyra andadvertisers? It depends. The idea of problems, too. Grubbsaw theiropportunity.getting frequency based on a flexible New York City, the Times' prima-Reserved space, where the advertisermedia buy is obviously not applicable ry market, was not a Northwest pri-chooses where in the paper, on whatacross the board. It has to be the right ority since its hubs are in Minneapo-days and in what size an ad will run,placing of the right message in the lis, Detroit and Memphis. Northwestwas a budget breaker. But the spaceright media outlet. The idea wouldn't work intelevision,for example, where a national buy cannot be bro- The space occupied by house ads in 'The ken down into specific geographical areas. "What madethisnegotiation New York Times' national edition was ideal unique was that we created a new product for The New York Times," said Kostyra. They wanted the circu- wasn't interested in advertising in theoccupied by house ads seemed ideal. lation outside the New York area. "A New York area. Also, the cost of a When an ad is pulled, an editorlot of retailers are only interested in national Times campaign was prohib-cancels a story or there's a hole leftthe immediate New York area, and itive. The ConnectFirst program hadin the layout, the paper plugs it with athey just purchase that edition. The an annual $5 million budget for allhouse ad. Of course, they go in anypart they considered waste was the media planning. section at any time in any size; thereideal portion of circulation for us." "We had a big job to do with thewas no way of knowing how these ads Kostyra had a good understanding money," said Jan Wurzburger, a part-will fall. But that didn't matter toof Northwest's needs, based on his ner at Media First International.Northwest. They could gettheirample experience with the company. Wurzburger, along with Richarddemographics consistently for theHe had been at J. Walter Thompson Kostyra, owner and founder of MediaConnectFirst campaign by using thefor 33 years, most recently as execu- First, and David Grubb, manager ofhouse -ad space. Northwest offered totive vice president and director of media services. In 1989, Northwest went to J. Wal- BY ANYA SACHAROW ter Thompson as their agency. In 1992, Thompson and Northwest Photography by Frank Veronsky decided to part. Kostyra went out on MEDIAWEEK May 20, 1996 PAGE 65 sere I Plan of the Year

his own to start Media First. North-an overall $150 million in billings andof another deal Media First had last west came with him as his first major over 20 major clients. year. client. The airlines gave Media First Regarding the Times solution, The Times has been presenting a short-term contract to buy radioMedia First wondered if it was possi-itself lately as a much more flexible and newspapers. Now Media Firstble to apply the same approach theyad vehicle. "We've been more cre- devised to The Wall Street Journal orative and presented customized pro- USA Today? grams to our advertisers," said JanetStraighten up and "We explored some opportunityRobinson, senior vice president offly right: Media EWSPAPERS with the Journal," said Grubb. "Butadvertising at the Times.. First International's [with the Times], the space left over "We don't want a cookie -cutterJan Wurzberger created the opportunity we found.approach," she says. "We are trying (left) and Richard doeseverythingconnectedwithThe Journal has more of a nationalto open up new opportunities for Kostyra for media for the airline, including Euro-base." USA Today was out too. advertisers. If it's in the realm ofNorthwest's new pean and Asian media, retail, classi- It was already is part of North-options, we'll do our best to breakperks program,

fied and promotions. The agency haswest's annual contract and a portiondown the doors." ConnectFirst. PAGE 66 May 20, 1996 MEDIAWEEK

the Altoids team were VP/Media Director Karen Jacobs, Media Buy- er/Planner Sara Cheek and Media Supervisor/Out-of-Home Scott Kluge. Butwhilethe Curiously strong: mintsarepotent from left to right, andstuffedwith Sara Cheek, British tradition, Karon Jacobs, theirchannelsof Carol Flectcher distribution in the and Scott Kluge, United States were the planning groupweak. Distribution on Callard's candyhere, for some unknown reason, began in and was strong in the North- west but dodgy elsewhere. But that has been andcontinuestobe improved. As for advertising, Fletcher says there had been some radio adver- tising starring John Cleese, but she doesn't know anyone who remembers it. No recent advertising had been

or 200 -year -old Altoids,percent. Burnett wanted other marketdone, and Burnett was the first U.S. the "Curiously Strong"to measure up to Altoids' Seattlead agency for the candy. In pockets white peppermint, agencynumbers. where the product was available, says Leo Burnett,Chicago, Altoids, easily recognizable in itsFletcher,"peopleareabsolutely used narrowly targetedtin box, was established in 1780 dur-honkers about it. In other places they out -of -home advertisinging the reign of King George III bydidn't know what it was." tor, give the Kraft -owned Callard &Smith & Co. Callard & Bowser took The campaign's goal was to repli- Bowser -Suchard brand greater aware-over Smith & Co. in 1837 but contin-cate the market magic of Altoids in ness in top markets without sacrificingued to use the peppermint oil as pre-Seattle, but faster. The campaign its quirky image. scribed in the 190 -year -old recipe, giv-lauched in April 1995 in markets in The campaign battlecry wasing the lozenges a high -peppermintwhichdistributionwasalready "Turn MinneapolisintoSeattle"potency. "I don't know any otherstrong-this meant 12 DMAs (Desig- because Altoids already had a strong-product that's been around for 200nated Market Areas) including Port- hold in Seattle-it is the No. 1 mintyears," says Carol Fletcher, a medialand and Eugene, Ore.; San Francis- there with a share of more than 25supervisor at Leo Burnett. Also onco;Minneapolis;SanAntonio; Austin, Texas; Dallas/Fort Worth; Houston, Salt Lake City; Boise, Ida- BY MARY HUHN ho; Phoenix and Tucson, Ariz. Glean- ing information from the Seattle mar- Photography By Andie Goodwin ket, Burnett determined the MEDIAWEEK May 20, 1996 PAGE 67

Plan of the Year

characteristics of the Altoids user, Spectra for an out -of -home buy. "Wemints feel inadequate"..."Mints so who is categorized more by attitudewere the first [Kraft] brand to use it, strong they come in a metal box." and lifestyle than than by traditional but not the last," says Fletcher, whoOne ad featured a body builder demographics, e.g. socially active,explains that without Spectra, Leoposed with a box of Altoids com- culturally inclined, appreciates the Burnett would have had to make do binedwiththeheadline,"Nice finer things in life, goes to movies and with guesswork in pinpointing targetAltoids." The tagline on every ad is concerts, buys music and uses com- customers. the familiar one on the box, "The puters. In traditional demographic In each of the markets, Leo Bur - Curiously Strong Mints." Copy was terms, the Altoids indulger skews younger (18-34), male and urban. Now that Burnett knew who to The smell of the great outdoors attracted reach, it needed to find a way to approachtheconsumer without upending the cultlike fascination Leo Burnett to use out -of -home for Altoids users have with Altoids, and to do it in a way that was competitive with the major players with bigger budgets.nett worked with local outdoor com- refreshed frequently to keep the tar- Altoids budget was $1.7 million. panies to hand pick the best mix ofget interested. "Since the target is so Leo Burnett decided on out -of - 30 -sheets, bus shelters and bus kings active, we wanted to keep them home, alternative newspapers andto reach those zip codes. When anguessing about what would happen postcards to push the "Curiously area had restrictions against outdoornext," says Fletcher. Strong" message. With low CPMs, media, Burnett used major arteries In the lead advertised markets, leading into target areas. share growth has outpaced nonadver- Alternative newspapers and post- tised markets by a 5 -to -1 ratio. After cards were the other elements of theonly six months of media support, campaign, with ad placement nearPortland achieved the Seattle bench- the papers' local reporting or enter-mark level of 25 percent share. Based tainment listings to connect with theon an in -market tracking study in San culturally active target. Postcards, Francisco, unaided brand awareness distributed in clubs, restaurants andincreased 10 points versus the pre -ad bars, would help word-of-mouth test wave, giving Altoids an aware- lower production costs and its capac- across the county. Fletcher says the ness level about that of Seattle's. In ity for massive visuals, out -of -homeagency hasgottenhundreds ofaddition, the awareness translated offered Altoids the chance to garnerrequests for postcards. (One archi-into increased regular usage, which the attention in a way unique to thetect in San Francisco asked for awas up by 40 percent, passing the category. "You have to walk a fine line,"Fletcher says. "We want to maintain a quirky image, but we also would love to see a tin of Altoids in BEST USE OF OUT4F410WE every hand." The agency used Spectra, a geo- demographic targeting tool, to locate copy of the bus shelter ad, with which Seattle goal. "We weren't shocked it zip codes where the target audience he planned to construct a backlit cof- was working," says Fletcher, "but we was most likely to live, work and fee table.) were amazed how well it worked." play. "Using Spectra, we were able to The ad campaign used strong By the end of 1996, the campaign pinpoint what markets were morevisuals of the little tin box with lots will cover 50 percent of the country. likely to have the type of person whoof white space to spread the word ofAnd, to appeal to that computer user, would be an Altoids target" saysAltoids. Headlines included, "The a web site is currently being planned, Fletcher. Both Kraft and Leo Bur- strongest mints you can get without awith a launch date slated for June 1. nett have contracts with Spectra and prescription"..."Luckily not available They're trying to get it to smell this was the first time Kraft usedin extra-strength"..."Makes other like mint. PRP

PAGE 68 May 20, 1996 MEDIAWEEK

Breaking Windows

Microsoftspent moreambush marketing effort on than $150 million tothe World Wide Web by effec- promote Windows 95tively putting a reminder of last year, but Ogilvy &IBM's OS/2 Warp operating Mather needed onlysystem everywhere that $500,000 in IBM OS/2Microsoft wanted to be, to Warp advertising funds to stick a fingerparaphrase another advertis- in the software giant's eye. "We hading theme line. The unique, already launched and there was no wayand certainly devious, media wecouldgohead -to -headwithplan has earned the agency [Microsoft] in a traditional advertisingMediaweek's Media Plan of sense," recalled Kelly Kindt, O&Mthe Year in the New Media international media manager on IBMcategory. The program's suc- software. cess was made all the sweeter "We were trying to find a way tobecause the IBM/Microsoft capitalize on the hype," adds Joannerivalry was of special significance toadvertising banner along with the Meleski, the campaign manager forO&M, whichseveredtieswithrequested list of pertinent sites. OS/2 Warp at IBM. Microsoft in 1994, just as the agency However, O&M took the theory It's not a stretch to say that IBM notwas pulling in IBM's global ad account.and spun it inside out. The agency only capitalized, it infuriated. O&M The beginnings of the media gambitapproached Yahoo and Lycos. Sure, nontraditional media planner Jeffreywere simple enough. At the time thatO&M bought such keywords as IBM, Minsky recalled hearing through theO&M bought the OS/2 Warp on-lineOS/2, Web and operating system, but grapevine that Anderson & Lembke,media for a run starting in the fourththey also bought Microsoft, Windows one of Microsoft's agencies, was lividquarter of last year, search engine sitesand Windows 95. And they didn't stop there. Lest anyone miss the message, O&M even bought the word Gates, therefore roping in anyone with more n'EnT USE OF NEW MEDIA than a passing interest in Microsoft co- founder and ceo Bill Gates, and Win- dows Magazine areas in Ziff -Davis' over the OS/2 Warp on-line media plan.such as Yahoo and Lycos were justZDNet. The buys were the centerpiece "He who snoozesloses,"Minskybeginning to offer advertisers theof a media plan that also hit most of the shrugged. opportunity to buy banners that wouldtop technology sites on the Web, So what did the agency do? Pepperpop up only when those who used theincluding software downloading sites the Web with Bill Gates dartboards? site typed in certain keywords. In theo-shareware.com and Jumbo; a roadblock No, it was something even morery, someone who asked to look for siteson the Digital Pulse section of Time pointed than that. The New York -basedcentering on "hunting" for instanceWarner's Pathfinder; and tech -minded WPP Group agency staged a cunningmight be greeted with an L.L. Beansites Hot Wired, Computerworld, CNN BY CATHY TAYLOR Photography By Frank Veronsky MEDIAWEEK May 20, 1996 PAGE 69

Plan of the Year

Barbarians at the Gates: Ogilvy & Math- er's Jeffrey Minsky and Kel41Kindt fig- ured a way to grate in Microsoft's craw with $500,000 and a lot of chutzpah

ability to leverage the capabilities of the technology into such an innovative plan. As part of a 10 -member group, ledbyassociatemediadirector Andrea MacDonald, the team works side -by -side with traditional media planners to best utilize what is always arapidly -changing medium. The agency also has an Internet task force and ensures that from the media plan- ners on up, everyone in the depart- ment, traditional and non, has desktop access to the Internet. While IBM nev- er needed much convincing that adver- tising on-line made good sense, Min- sky says that the agency's strong interest in the medium makes the job of being an on-line media planning Technology, C/Net and the heavily However, it seems as though pres- pioneer somewhat easier. After all, not trafficked ESPNET Sportszone and sure from those who are ambushed will everyone is convinced that their media Discovery Channel locales. kill ideas such as O&M's before the buys should go digital. "There are still But clearly it was those who usedlegal system does. Even though the in some areas a reluctance by some the search engines looking specificallycampaign delivered 50 million target- people to believe this is nothing more for Microsoft and Windows sites who ed impressions and a higher click ratethan the Pet Rock of the `90s," he were hit with the full force of the cam- (8 percent) than most search engines admits. paign. Those who typed in the key- garner, it appears that the, um, window As for IBM, the plan has enticed words that IBM now "owned" encoun- tered banners carrying such provocative statements as "I just got Want to get Bill Gates really mad? Just attach the Pentium Pro, but Win 95 can't unleash its power," a clickable teaser into more information about OS/2 your competing product to his name on Yahoo. Warp. Nervy? Borderline illegal? Well, IBM had been able to prove that state- ment, and others used in the campaign, of opportunity for such ambushes is them to commit to the Internet as a in a lab test that pitted the two operat- already nearing a close. InfoSeek saysviable advertising medium. "This is ing systems against one another. As for it won't allow competitors to buy such why we're so excited about Internet the potential legal ramifications of words, and Yahoo has since stopped advertisingingeneral," explained buying another company's name on a the practice. However Lycos vp/adver- Paige Booth, OS/2 Warp advertising search engine, O&M and IBM were tising Bill Townsend says that he will program manager at IBM. operating in what is still, legally any- continue to let advertisers buy whatev- Unfortunately for IBM, Windows way, a gray area. As O&M's Minskyer words they want. "We could sell95 far outsells OS/2 Warp, despite the pointed out, "The laws aren't on the [windows] to Microsoft or we could sell best efforts of Ogilvy. But then again it books yet. Get away with what you can it to Pella," he notes. was IBMthatlicensed DOS to get away with while you can get away Minsky credits O&M's approach to Microsoft, which is what put Gates & with it." on-line planning as key to the shop's Co. in business in the first place. Get MEDIAWEEK Online: Youl

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MOVERS

NETWORK TV The Media Elite Kevin McAuliffe has been promoted to vp of marketing BY MARK HUDIS AND ANYA SACHAROW and promotion for NBC. McAuliffe had been director of promotion and marketing, NBC-TV, since June 1995. Smartly Selling Sex Prior to joining NBC, McAuli- ffe was previously an Jennifer Solow and Jeff have been distributed nationally. account supervisor at Tracy- Musser weren't finding Does erotica for the erudite Locke/DDB Needham. much of interest in the have a shot at prospering? We pornography at their local news- passed Core around to some peo- CABLE TV stands. So last month the married ple who should know-or at least Katherine Urbon has been couple launched Core, "The Dirty have an opinion about it. Here's Has the fight game promoted to director of cor- Magazine forSmartPeople." what they said: lost its punch? porate communications for Helen Gurley Discover Communications. Brown: "It's like a Next on 'Geraldo': Urbon joined the company gourmet magazine for in 1993 and most recently snack -food addicts." I Sold My Gym!! was senior manager of cor- Jane Pratt, former porate communications for Sassy editor: "I'd like to After scores of highly pub- the The Learning Channel see it less smart and a licized bouts on the air, and Discovery Channel... lot dirtier. They need to Geraldo Rivera was Michael Tabakin has been expand their boundaries tagged as the talk -show host most promoted to vp of domestic ...to be progressive." likely to win a barroom brawl, if sales, kids branding, licens- Magazine design- Carnie Wilson's not around. ing and merchandising for er Roger Black: "It's Geraldo was such the brawler, Turner Home Entertainment. not salacious enough. he even bought his own gym, the Tabakin joined the company Magazines have dis- Broadcast Boxing Club on Man- in 1992. tanced themselves from hattan's West side. Made a big real sex... except for thing of it. Huge party. Got him AGENCIES Vogue and Bazaar. It's a lot of publicity. When he wasn't Coby O'Brienhasbeen the whole Disney-fica- challanging newspaper colum- named senior vp and direc- tion of the media." nists and neo-Nazis to come tor of Saatchi Et Saatchi's Conde Nast edi- down and duke it out, he even interactive division. O'Brien torial director James held some fights there. None of has been with the agency for Truman, who'd already them worth mentioning, his press 12 years...Changes at Fallon seen the first issue people say. McElligott: Lisa Seward has before we got to him, Now, we find out, Rivera's been named media director We can't show youCore's would say only that obsession with the ring has of the agency's newly reor- entire cover. Strategically "there's many directions they apparently faded. We have word ganized media department. placed are its creators, Jeff could go in." (Have Solow and that Geraldo quietly sold the gym Seward had been a vp and Musser and Jennifer Solow. Musser started shopping Core almost a year ago. "He sold the media director at Leo Burnett around? we asked. No answer.) gym last spring basically because in Chicago; and Kate A lot is riding on it. Musser, a Good Housekeeping editor he was pursuing other ventures," Holmes, a seven-year FM 30 -year -old graphic designer, and (and member of the 1987 Meese said a publicist for Geraldo. veteran,becomes group Solow, a 32 -year -old associate Commission on Pornography) Then, just the other day, Ger- media director. creative director at Kirshenbaum Ellen Levine: "If it's going to be a aldo came to blows with a cus- Bond & Partners, have sunk dirty magazine, why is it limited tomer in a Manhattan bar while PRINT $70,000 -plus into the new mag, a to pictures of women?" out drinking with O.J.-sponger The Arlington(Texas)News mix of male- and female -oriented Says Solow: "That is not per- Kato Kaelin. Was he a bit hasty has named Lawrence Young erotica, fashion and intellectual manent, [but] women like to look unloading the gym? No, says his managing editor.Young fare-Helmut Newton and Ands at women as much as men do." publicist. Nor is he shopping for comes to the new newspa- Nin taking off on Details,you "We are all conditioned to another gym right now. Then per from theDallas Morning might say. The daunting $9 cover eroticize pictures of women," again, says the cagey publicist, News,where he was assis- price should drop once advertis- says Musser after a moment. "nothing's ever ruled out." At tant political editor. ing picks up (the premiere issue "Men want to do her-and least, not before the referee has 2 pages). About 2,000 copies women want to be her." -AS counts to 10. -MAH S'Cl.ENCE.

The scL-fL channeL deLLvers adults 18-49 at a Level 4 greater than even some basLc cable networks* uLth two tLmes or more theLr subscrLbershLp maLe and female FICTION: The SCI-FI channel_ only deLLvers sLngte maLes who LLve O aLoneLn traLLer parks eatLng Tv dLnners and dustLng theLr

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-.95 Nr. ETWORK AUDIENCE CORP' REPOF - :PM C,3. -1,INE NEWS, THE WEATHI- ELAN imrr. SPECIFICATIONS FURNISHED GEE WELCOME TO THE EDGE Culture 1 May 20,1996 CULTURE TRENDS

Billboard's Top 15 Singles MTV Around Compiled from a national sample of retail, store and rack sales reports, for the week ending May 18th provided bySound Scan. the World This Last Peak Wks on (Week of 5/13/96) Week Week Pos. ChartTitle Artist 1 2 1 2 The Crossroads Bone Thugs -N -Harmony' 2 1 1 7 Always Be My Baby Mariah Carey Zar2 A rf /st Title 3 3 1 11 Because You Loved Me Celine Dion 1. LL Cool 1 Doin'It 4 5 4 10Ironic Alanis Morissette 2. R. Kelly f/ Down Low 5 4 2 23Nobody Knows The Tony Rich Project Ron Isley 3. Oasis 6 6 6 5 You're The One SWV Champagne Supernova 7 7 5 11 1,2,3,4,(Sumpin' New) Coolio 4. Coolio 1,2,3,4($umpin'New) 8 10 8 7 Give Me One Reason Tracy Chapman 5. Hootie & Old Man & Me 9 8 8 9 Count On Me W.Houston/CECE Winans the Blowfish 10 9 4 12Down Low R. Kelly Feat MTV Brasil I Nobody Has To Know) Ronald Isley Artist Title 11 12 9 15Follow You Down/Till I Hear... Gin Blossoms 1. Ace Of Base Beautiful Life 2. Smashing 1979 12 13 2 21 SNOW Up In My Room Brandy Pumpkins 13 15 13 10Keep On, Keepin' On MCLyte Feat. Xscape 3. Chico Science Manguetown 14 17 14 4 Old Man and Me Hootie & The Blowfish 4. Presidents Peaches 15 11 8 11 WOO-HAH!! Got You All In... Busta Rhymes of the USA c 1996 Billboard/Soundscan, Inc. 5. Red Hot Chili Aeroplane Peppers En= Whether you'rea retailer, a Title 1. Alanis Morissette national manufacturer, an agency, Ironic 2. The Cranberries Salvation or a PR firm, a single telephone call 3. La Bouche I Love To Love or fax will make your life so much 4. Diego Torres Penelope at easier. Publicitas Advertising 5. Fobia Hipnotizame the cg Services is the largest specialized ew s. outsourcing service for processing rl- 1 tsERS MTV Europ newspaper ads. 47/....E7INs'sas""341"-----:'ERDI Artist Title the 3 01/7t;imple. hic -I Listlet 1. Robert Miles Children We can do it all: Reservations. theoutsourcing.us do 2. Michael Jackson They Don't Care Insertion orders. Affidavits of About Us LetPublicitas 3. 2 Pac f/ Dr. Dre publications. Tear sheets. Material Advertisin California Love rvic 4. Joan Osbourne One Of Us shipping. Invoice. Collection. 5. The Prodigy Firestarter Everything.

It's simple. All you have to do is MTV Mandarin make that one telephone call, fax Artist Title 1. Phil Chang News or e-mail today, c/o Publicitas. 2. Andy Lau Embrace Again Let us do the rest. 3. Xu Ru Yun Sea Of Tears 4. Mavis Fan Stand Up & Little Ding Ding PUBLICITAS ADVERTISINGTSERVICES,INC. 5. Nana Freedom The outsource service that's outstanding.

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*Ad Produced by: New York No Frills Culture 2 May 20, 1996 CULTURE TRENDS

Culture Trends is a compilation of data collected from Billboard, The Hol- lywood Reporter; MTV and Nielsen Media Research to track current trends MTV's in the movie, television, video and recorded music marketplaces. Buzz Clip Buzz Clips are usually by new, up- Billboard's Top 20 Albums and-coming artists who MTV believes Compiled from a national sample of retail, store and rack sales reports, for the week ending have special potential. Of the 40 May 18th , 1996 providedby Sound Scan. videos that MTV designated as Buzz This Last Peak Wks on Clips since January 1994, more than Week Week Pos. ChartArtist Title 75% have been certified gold or plat- 1 1 1 2 Hootie & The Blowfish Fairweather Johnson inum. 2 New 2 1 Dave Matthews Band Crash (Week of 5/13/96) 3 2 2 12 Fugees Score 4 New 4 1 The Cranberries To The Faithfu Departed Artist/Group: Tracy Bonham Song/Video:Mother Mother 5 3 1 47 Alanis Morissette Jagged Little Pill Director:Jake Scott 6 5 2 8 Celine Dion Falling Into You Bonham's provocative, jarringly honest 7 4 4 2 Soundtrack Sunset Park songs amply communicate the freshness 8 8 5 3 Brooks & Dunn Borderline with which the classically -trained violinist and guitarist/singer/ songwriter 9 6 1 3 Rage Against The Machine Evil Empire approaches her craft -- remarkable con- 10 7 7 2 George Strait Blue Clear Sky sidering the fact that she's only been per- 11 14 10 25 Tracy Chapman New Beginning forming in this arena for the last three years. 12 11 1 31 Mariah Carey Daydream 13 15 1 25 Soundtrack Waiting to Exhale 14 13 4 31 Oasis (What's the Story) Artist/Group:Rage Against The Machine Morning Glory? Song/Video:Bulls On Parade Director: Peter Christopherson 15 10 4 69 Bush Sixteen Stone Heavy metal has never been much of a 16 16 5 62 Shania Twain The Woman in Me forum for political debate, however Rage 17 12 4 6 Stone Temple Pilots Tiny Music... Songs From Against The Machine hope to change that The Vatican Gift Shop with their blend of roaring guitars, barked raps and political activism. Their recent 18 18 14 8 "Weird" Al Yankovic Bad Hair Day influences include the sonic dissonance of 19 9 9 2 SWV New Beginning Fugazi and the thrash -funk style of early 20 17 9 26 Coolie Gangsta's Paradise Red Hot Chili Peppers, as displayed on ©1996 Billboard/Soundscan, Inc./Broadcast Data Systems their second album,Evil Empire.

Artist/Group: Marilyn Manson Song/Video:Sweet Dreams Nielsen's Top15 NetworkPrograms Director:Dean Karr Marilyn Manson continues its assault on These are the top 15 Networkprograms for the weekending April 21, 1996. the morals, ideologies and nightmares of Rank Program NetworkRating Share Rank Program Network Rating Share American culture with their debut release, 1 Seinfeld (RI NBC 17.9 30 9Touched By An Angel IS) CBS 12.5 21 Smells Like ( hildren.. This South Florida band was the first to be signed to 2 CBS Sandy Night Movie CBS 17.5 29920/20 ABC 12.5 24 Nine Inch Nails' Trent Reznor and John 3 Caroline in the City NBC 16.1 2711 60 Minutes CBS 12.4 25 Malm, Jr.'s Nothing record label.-- In 3E.R. NBC 16.1 29 12 Walker Texas Ranger (RI CBS 11.8 23 fact, Trent Reznor producedandmixed 5 Home Improvement (RI ABC 14.9 24 13 Drew Carey Show (RS) ABC 11.7 19 the album. 6 Friends NBC 14.5 27 14 The Nanny CNS 11.4 19 7 Boston Common NBC 13.9 2514 Touched By An Angel (S) CBS 11.4 22 8 Primetime Live ABC 12.923 Source. Nielsen Media Research R= Repeat S=Special The Advertising Club of New York invitesyou to theoneand only chance toseethe Kelly Awards Presentation in New York!

M P A AcleTerting Nyloc Club ol KE A NewYork Celebrating our first 100 years in The Big City. A W A R D S

You are cordially invited to the one and only presentation in New York of the 1995 Kelly Awards Finalists and the $100,000 winner.

Sponsored by Magazine Publishers of America and Reader's Digest "America's 25 Best Magazine Campaigns" will be featured at the Advertising Club of New York's luncheon.

Opening Remarks: Thomas M. Kenney, President, Global Magazine and Corporate Development, Reader's Digest Presenters: Ann S. Moore, President, People Magazine Doug Fierro, Publisher, Chicago Magazine

Wednesday, May 29th, 1996 The Plaza Hotel, Grand Ballroom* 768 Fifth Avenue, at 59th Street eception 11:30 a.m. Luncheon 12:00 noon

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.V.P. to the Ad Club by May 23rd 212 533 8080 Page Cl CLASSIFIED ADVERTISING/May 1996

EASTERN SERVICES & RESOURCES

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Mal Sharpe's Man -on -the -Street Productions Announces the CD COYLE AND SHARPE ON THE LOOSE PRINTING RADIO COMMERCIALS Masters of the put-on. Sick terrorizations from the streets of San Francisco in 1964. Hear the historic beginning of humorous real people interviews. JOHN ZAP PRINTING, INC. Our Productions Sound Great *"Accurate. On -lime. Cost-Ette.i. Until You Hear Our Prices. "listed here are 10 of the most notable releases that W. 6Sheet Fad Printing Then They Sound Unbelievable. almost got away last year because they didn't have the Books 6 Magazines. Direct Mall Protects. distribution of a major label...Coyle And Sharpe On Marketing. Training a Soft.. Manuals 800/789 -RADIO NY 212-736-4379CT 203-972-8079 The Loose." -NYTimes Jan 11,1996 Sounds Almost Too Good To Be True. Available now on Henry Rollins new label-213CD But. Free, If you're an agency creative get it free with Mal's PROOFREADING USE THE CREATIVITY AT HAND! new radio and TV Demo or buy it at your record store-Limited Offer: We know from experience that our Man -on -the -Street Productions Call (510) 843-7655 EDITORIAL EXPRESS advertisers get better response from EXPERIENCED - FAST - PRECISE our readers when they send their own Advertising Collateral artwork. A creative ad stands off the RADIO PRODUCTION Catalogs Annual Reports page and gets noticed. When placing Magazines Manuals an ad, send it camera ready! Call: 508-697-6202 Cookie loves her Clios. Fax: 508-697-7773 CALL 1 -800 -7 -AD WEEK st. 4 :3M [1.11 Rya Find Hundreds of Great Jobs In Adweek Online! Search ads from allsixclassifiedregions of Adweek, Brandweek, & Mediaweek. Order your starter kit today for $29 Call for our radio demo. 213/969-9767Fax: 213/969-9. (usage: just 89C/minute). Call 1-800-641-2030 or 212-536-5319 Sarley, Bigg & Bedder e-mail: [email protected] Radio at its best Page C5 CLASSIFIED ADVERTISING/May 1996 EASTERN SERVICES & RESOURCES

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ADWEEK ONLINE. YOU'LL NEVER BE HAPPY THREE AUDIENCES OFFLINE AGAIN FOR THE PRICE Order your starter kit today for $29. There's no monthly OF ONE fee, just 89c/minute for usage. For the cost of one insertion Just call 1 800-641-2030 in ADWEEK, your ad appears or 212-536-5319. in three different magazines: ADWEEK Classified, BRANDWEEK Fax: 212-536-5310 Classified and MEDIAWEEK Classified. or E-mail:adweek@ adweek-onli ne.com THREE FOR ONE... ,not a bad idea. Adweek Online. You'll never be happy offline again. Call M. Morris 1.800.7-ADWEEK 1515 Broadway, NY, NY 10036 or just Fax it to: (212) 536-5315 YELLOW PAGE SERVICES

O'Halloran Advertising, Inc. For Classified Advertising Rates National Yellow Pages Specialists Since 1972 Catch a Creative Genius Call for FREE Evaluation ADWEEK Call M. Morris at 212-536-6493 Mark O'Halloran, Sr. Vice Pres. (800) 762-0054 CLASSIFIED or 1-800-7-ADWEEK CALL 1-800-7-ADWEEK CLASSIFIED ADVERTISING/May 20,1996 Page C6

OFFERS & OPPORTUNITIES EMPLOYMENT

BUSINESS OPPORTUNITIES CONFERENCES

DO SOMETHING TURN YOUR SMALL PRODUCTION PRODUCTIVE June 4th. AGENCY INTO A Leave Work Early. SPECIALIST LARGE AGENCY And get here early. Are you a Pre -Press guru? Understand the ins and outs of pro- 'UNTHINKABLE IDEAS" AAAA New Ideas Conference duction process? Familiar with direct mail? Then consider being OVERNIGHT! June 4th part of our Marketing Operations team! You're a very small ad agency/ New York Information & At America Online we're looking for production talent to comple- entrepreneur with very big talent Technology Center [email protected] ment our current team. As a Production Specialist, you'll be and ambition. But you can't crack responsible for coordinating and managing direct mail programs thelarger accounts because of or 875-8108 for Info. your limitedsize and resources. from creative to finished product, managing internal and external You'retryingtodotoo much client and vendor relationships, and sheeffed/web press printing yourself.You'retied downin ANNOUNCEMENTS of our direct mail products. You'll need at least 3-5 years' solid paperwork, juggling vendors, deal- industry experience including a strong knowledge of 6 color high ing with freelancers. Why not join our large, well known NJ agency quality printing and pre -press processes, plus pre -press and USPS rules and regulations. To be successful, that and "getalife!"You'll combine VISIT ADWEEK ONLINE strongearnings potentialwith experience needs to be coupled with strong orga- strong support -so you can grow ON THE INTERNET AT nizational, analytical, and interpersonal skills. fast,withoutalltheheadaches. http://www.adweek-online.com Effective follow-up and follow through is a must. Reply in strictest confidence: Or for more information call Are you up to the challenge of a fast -paced ADWEEK Classified, Box 3849 1-800-641-2030/212-536-5347 organization? Then send a resume to: 1515 Broadway, 12th fl. e-mail: New York, NY 10036 [email protected] ATTN: Dave Uhly, Human Resources, AW5-20, America Online, 8615 Westwood Center Drive, Vienna, VA 22182. FAX: (703) 918-2008. We are an equal opportunity employer. AMERICA ONLINE EMPLOYMENT Principals only. INCORPORATED

JUNIOR GRAPHIC DESIGNER ALL POSITIONS International Public Relations Firm seeks candidate with a strong design sense New Jersey's most award -winning 4As ad agency and Macintosh expertise who excels in Quark, Photoshop and Illustrator. Ability to design/work as part of a team as well as independently required. Candidate is also one of the fastest growing: must be detail oriented, fast, organized with good communication and people skills. This fast paced position definitely offers variety. High quality design stan- Account Executive: Minimum 3-5 years account management exp., financial dards are required for final products that range from a slide or a single laser services exp.helpful. Must be pro -active with strong strategic planning/ print to a six color offset print job and everything in-between! Recent graduates analysis ability. Excellent written, verbal and presentation skills required. with a degree in design welcome. Assistant AE: 2 years agency exp. Must be organized, self -directed and de- Fax resume and photocopies of 3 examples of your best work to: tail oriented. Excellent opportunity to grow as we do. EB Media Planner: 3-5 years exp. National/regional planning and buying back- 212-872-8101 ground. NY/NJ/PA exp. helpful. Strong negotiating and communication skills in all mediums. Will manage multiple tasks. MAC Excel exp. needed. Copywriter: Great body copy. Fast -paced collateral and print for financial services, high tech, industrial, web pages. Works well both in teams and in- PROVE YOU'RE A DIRECT MARKETING GENIUS. dependently. SEND YOUR RESUME TO THE RIGHT PLACE. Traffic/Production Assistant: Min. 3 years exp. inall aspects of Traffic. A mid -sized consumer agency with a strong creative history is seeking two Must be detail -oriented w/strong scheduling/coordinating skills. Digital pro- direct marketing professionals to work on major telecommunications accounts: duction knowledge a must. Ability to juggle numerous projects. Overtime re- Account Executive - Must have 2-4 years' experience in direct marketing. quired. Account Supervisor - Knowledge of telecommunications a plus. Fax or mail resume and salary requirements to: We offer excellent benefits and an accessible mid -town Manhattan location. EOE. Human Resources Send resumes and salary requirements to: ADWEEK Classified, Box 3850 The Lunar Group 1515 Broadway, 12th fl. 9 Whippany Road New York, NY 10036 Whippany, NJ 07981 FAX: 201-887-3722 Classified Advertising Call M. Morris at 1-800-7-ADWEEK

USE ADWEEK MAGAZINES TO GET NATIONAL EXPOSURE

RATES for Employment and Offers & Opportunities 1-800-7-ADWEEK Classified Manager: M. Morris Classified Asst: Michele Golden MINIMUM: 1 Column x 1 inch for 1 week: $148.00, 112 inch increments: $74.00 week.The Identity of box number advertisers cannot be revealed. If ADWEEK must typeset Rates apply to EAST edition. Special offers: Run 2 consecutive weeks, take 15% off sec- ad, charge is $15.00. Deadline for all ads In ADWEEK EAST Is Wednesday, 4:30 p.m. ond insertion. Frequency, regional -combination, and national discounts available. Charge If classified is filled prior to closing, ads will be held for the next issue, Classified Is com- for ADWEEK box number: $30.00/week. Replies mailed daily to advertisers. Readers missionable when ad agencies place ads for clients. No proofs can be shown. Charge responding to any ads with box numbers are advised not to send samples unless they are your ad to American Express, Mastercard or Visa, ADWEEK CLASSIFIED, 1515 Broad- duplicates or need not be returned. We are not responsible for recovery of samples. way, 12th fl. New York, NY 10036. 1-800-723-9335 Fax: 212-536-5315. Page C7 CLASSIFIED ADVERTISING/May 20,1996

HELP WANTED

MEDIA PLANNER VICE PRESIDENT, PROMOTION ASSISTANT Adelphia Cable Communications, El Entertainment Television, a dynamic and established interna- tional cable television network, is currently seeking a Vice Pres- BRAND one of thenation'slargest and ident, Promotion. Individual will be responsible for overseeing most progressive cable operators, the promotion department's creation and implementation of pro- MANAGER has an opening for a Media Plan- motion programs on a national and local level. Minimum 5 International cosmetics company neratourcorporateoffice in years experience at a broadcast levelinsales promotion, marketing and/or direct sales required. Strong entertainment located in NYC seeks an Assis- Coudersport,PA. The selected tant Brand Manager of Skincare applicant will ensure the most cost industry contacts required; knowledge of cable industry a plus. Salarycommensuratewithexperience.Excellentbenefits Products to implement interna- effective way to support the market- package and 401K Savings Plan. Please send resume with tionalmarketingplans. Re- ing of Adelphia products/services salary history to: sponsibilities also include analy- throughintelligentmediaplace- sisofsales,forecasts,trend; ment, bothelectronic andprint, E! Entertainment Television coordination ofinternational both within and external to com- Attn: VP Promotion communications,monitoringof 5670 Wilshire Blvd. sales and performance of com- pany. He/she will advise and assist ENTERTAINMENT Los Angeles, CA 90036 Adelphia marketing personnelat TELEVISION pany andcompetitivebrands. the corporate and regional level on Equal Opportunity Employer Candidate must bedetailor- ientedandpossess media excellent placementissues, plan, communicationandcomputer place, and negotiate the terms of skills.(Excel/lotus,Wordperfect advertising in electronic and print MULTI -MEDIA DIRECTOR or Microsoft word). Second lan- media, develop local promotions, MAGAZINE guage and MBA a plus. Send re- and direct outside media buying Lead the Way on a New Venture! sume to: services. Ground floor opportunity at our international AD SALES ad agency for an individual who has a firm ADWEEK Classified, Box 3848 A Bachelor'sdegree orthe You're a dynamic, inventive sales grasp of software/hardware and can suc- rep with 3-4 years of sales experi- 1515 Broadway, 12th ft. equivalent is required. Experience cessfully conceive, develop and oversee New York, NY 10036 in media placements, knowledge multi -media products for BSA and our ence in advertising, marketing/ ofreach and frequency, GRPS, expanding client base. You will work in tan- promotions,orpublishing/media. market impressions of marketing dem with in-house creative teams to devel- You're attentive to detail, fantastic messages, and personal computer op storyboard comps, visual layout and atfollow-up,and apersuasive ART DIRECTOR content using a high -end Pentium worksta- writer and presenter. We're a major skills are preferred. Experience in Growing, full -service Ad tion. Some client interaction and collabora- Agency trade magazine publisher (you'll re- seekstalented,dedicated art establishingandmaximizing tion with outside vendors. Must have work- cognize the name). If you can in- cooperativeadvertising rela- director with min. 3 years agency ing knowledge of multi -media authoring crease current accounts and win experience to head -up busy art de- tionships and demonstrated nego- software and 3D rendering tools. Internet new ones, let's talk. partment. Must have strong concep- tiationexperience withtelevision experience and exposure to a network envi- tual and organizational skills and be ronment a plus. Submit resume and salary Send resume and salary and radio stations are preferred. history (a must) to: able to handle multiple projects from The successful applicant must be requirements with 2 non -returnable samples concept to completion. Extensive re- of work to: Dept WGS ADWEEK Classified, Box 3774 tail B/W as well as 4C experience a knowledgeable in the "science" of 1515 Broadway, 12th fl. effective media placement/buying BSA ADVERTISING, INC. must. Expert at Quark, Photoshop New York, NY 10036 andIllustrator.Forwardresume, and must understand and recom- 360 Lexington Avenue, NY, NY 10017 Fax (212) 599.7460 salary requirements and 3 samples mend advertisingflightsto max- We're an equal opportunity employer. of your best B/W and 4C work. imize consumer exposure to de- TRAFFIC/ signatedAdelphia products and PRODUCTION MGR services. He/she must understand SENIOR COPYWRITER MEDIA industry standards of reach and fre- Busy, full -service advertising agency seeks highly organized, quency,attainment energetic ofdesired & ART DIRECTOR PLANNER/BUYER traffic/production manager with min. gross rating points (GRPS) and de- We're a mid -sized Baltimore Pittsburghadvertisingagency 2-3 years agency experience. Must sired demographic targets. agency used to winning clients and coordinate many projects at once; seeksmediaplanner/buyerwith Adelphiaoffers a competitive awards. In fact, we captured Best oversee entire production process; minimum 5 years experience de- communicate with vendors, clients & salary and an excellentbenefits OfShow in Baltimore'sAddy Awards. This is an outstanding op- veloping targeted and creative busi- staff; thrive on tight deadlines and package. stay cheerful. Forward resume and portunityforexperienced, team ness -to -business print media plans. NOTE: Successful applicant must salary requirements: players with the ability to concept Potentialcandidateshouldalso pass a drug test, physical exam- Attn: CD, PO Box 28, East Berlin, and execute great work. possess well-rounded media expe- CT 06023-0028. EOE/AA ination, and criminal background Send 5 non -returnable samples check. Resumes will be accepted rience,strongpresentationskills and resume (no calls please) to: and an interest in a high level of until June 1,1996, or untilfilled Alistair Russell client contact. thereafter. NO PHONE CALLS Cornerstone WILL BE ACCEPTED. PLEASE RE- 519 West Pratt Street, Suite 104 Fax resume to: COPYWRITER SPOND BY MAIL OR APPLY TO Baltimore, MD 21201 412-394-6620 Miami THE FOLLOWING ADDRESS: Minimum 3 years agency experience. ADELPHIA CABLE Primarilyprint and collateral, some broadcast. English/Hispanic bilingual COMMUNICATIONS DIRECT MARKETING CREATIVE RECRUITER preferred but not essential. Account 5 West Third Street MANAGER We are in search of a Creative Re- mixincludes tourism & hospitality, Coudersport, PA 16915 cruiterbasedinNew York.3-5 casino,cruiseline,cargocarrier, Cities Attn: Recruiting Dept. Dynamic, leadingTwin years design/agency experience a travel trade advertising. agency with strong creative and a must. Strong organizational, nego- CC6171/MW greatculturelookingforexperi- Full -service ad agency,excellent tiationand communicationskills benefits.Send 5ormorenon- We Are An Equal Employment enced directmarketingpro- fessional. 8+ yrs. experience. Abili- necessary. We arestaffing returnable print samples to: Opportunity Employer. ty to develop strategic plans, specialists intheGraphicArts/ S. Brinkley manage a staff and lead a charge! Advertisingindustry.Please send Ryder & Schild Send resume to: resume to: 2100 Coral Way, Penthouse ADWEEK Classified, Box 3493 ADWEEK Classified, Box 3494 Miami, FL 33145 RADIO ACCOUNT 936 Merchandise Mart 936 Merchandise Mart No phone calls. Chicago, IL 60654 Chicago, IL 60654 EXECUTIVES Major Hispanic Broadcaster is look- ing for 4 account executives. Reps CAREER to manage agencies, growretail LOOKING FOR A JOB? bus & new bus devo. Radio sales SURFING? FILM & TV JOBS exppreferred.Bilinguala+.At- Visit Entry level to senior level professional tractive compensation pkg. www.rga-joblink.com http://www.adweek-online.com jobs in entertainmentnationwide Send or fax resume to: Or for more information call (cable & TV networks, film/TV studios, SBS 1-800-641-2030/212-536-5347 TV stations,etc.). 2x/mo. For Info., 26 W. 56th St., NY, NY 10019 Roz Goldfarb Associates Attn: GB e-mail: Entertainment Employment Journal: FAX: 212-977-4024 (212) 475-0099 [email protected] (800) 335-4335 (818) 901-6330 CLASSIFIED ADVERTISING/May 20,1996 Page C8

HELP WANTED

At PHS, - the Innovation Continues... H 1TEH ALL- 0 Physicians Health Services (PHS), one of the tri-state area's fastest growing health plans, continues to anticipate change, introduce new products and expand service options in order to better meet the needs of the communities we serve. We have an immediate opportunity for: Brinftinfr S'et enee to b Whitehall -Robins Healthcare. a division of American Home Products. is a worldwide leader in the research. development, manu- MANAGER, facturing and marketing of innovative products, including three of the five top selling OTC brands in the U.S.: Advil®, Robitussin® and IJ D DESIGN Centrum Vitamins®. Our global success is founded upon both a com- mitment to excellence and the professional integrity to bring the best Reporting to the Director of Marketing and Communications in of science to life. this creative, leadership role, you will be responsible for developing and maintaining creative processes, systems and standards regarding We are currently undergoing dynamic growth in the our communications programs. Specific challenges will include Analgesic, Respiratory, Gastro-Intestinal, Topical, and implementing companywide standards for graphics, overseeing the Vitamin/ Nutritional Supplements product categories. This design/production of a variety of collateral, newsletters, trade show growth has created outstanding opportunities for the follow- displays, presentations and direct mail items, optimizing human and ing professionals. technical resources within budgetary considerations, and managing internal production and desktop design functions. Another aspect PRODUCT MANAGERS Your superb leadership and organizational skills should be of your responsibilities will involve identifying, specifying, purchas- supported by anMBAwith 3-5 years of consumer product ing and maintaining all desktop publishing and design technology. marketing experience, preferably in OTC or HBA product You will work closely with internal clients, external suppliers and companies. BA with 4-6 years experience will be considered. PHS Production Manager and PHS Publications Manager to Refer to position 496-19SN develop solutions to communications problems in commercial, Medicare and Medicaid product lines. ASSISTANT PRODUCT Requires a Bachelor's Degree, preferably in Fine Art/Graphic Design, 5+ years' experience in a design studio, agency or in-house corporate MANAGERS creative setting and outstanding design, layout, production, project These positions call for an MBA with 1 year consumer mar- keting experience or a BA/BS with 3 years consumer market- skills.Creativity, management, interpersonal and organizational ing experience. Excellent communication skills are essential. initiative, strong design sense, attention to detail and ability to manage Refer to position 496-18SN under pressure, are essential. Familiarity with photography is a plus. Bringing your expertise to Whitehall -Robins has its rewards. As a valued member of our company, you will enjoy a competitive We have designed compensation packages to attract outstand- salary and excellent benefits ina smoke -free environment. ing professionals, which include competitive salaries and com- For immediate consideration, send prehensive medical, dental, savings and tuition reimbursement your resume and salary require- plans. And within our beautiful Northern New Jersey location, mentsto:PhysiciansHealth we have created the kind of environment you can thrive and Services, Human Resources grow in, complete with special features like a state-of-the-art Department, 120 Hawley Lane, Fitness Center and new, full -service Child Development Center. Trumbull, CT 06611. We are an H E A H SER VICES equal opportunity employer. INTENSIVE CARING If you can appreciate the personal and professional advantages of joining one of the most innovative, glob- ally respected companies in the field, we invite you to forward your resume with salary history and require- ments, indicating position of interest with appropriate position number, in confidence to: Human Resources QUALITATIVE RESEARCH CAREER MOVE Department, Whitehall -Robins Healthcare, Five The B/R/S Group seeks qualified applicants for unique opportunity to move into Giralda Farms, Madison, New Jersey 07940. qualitative consulting. Only those whose backgrounds are of We seek experienced users of qualitative research from Agency account man- agement, planning, or creative ranks. Client -side Brand/MRD inquiries also immediate interest will be contacted. welcomed. No phone calls, please. Principals only. Position is Partner in New York office of this country's largest and most suc- Equal Opportunity Employer M/F/D/V. WHITEHALL cessful qualitative research consultancy -specialists in premium value-added re- ROBINS search with heavy strategic focus. We are actively involved in multinational re- search with foreign clients as well as with major domestic product/service marketers. Send resume in confidence (no calls, please) to: Scott Hayward, Ph.D. The B/R/S Group, Inc. AD/MARKETING AGENCY 341 Madison Ave. New York, NY 10017 Sr. ACCOUNT EXECUTIVE If you've got 5 yrs. solid brand -building, direct & promotional exp, we're in- terested in you.If you've been on the Agency side, mostly, w/a few yrs. Client -side -that's great! The more multi -disciplined you are, the more you'll fit For Classified Advertising Rates into our integrated Agency. Add in sales exp, killer strategies, and New Media exp & you could be our next Sr. AE. Call M. Morris at 212-536-6493 Fax resume: or 1-800-7-ADWEEK Stamford 203-324-1063 Page C9 CLASSIFIED ADVERTISING/May 20,1996

HELP WANTED

Advertising VIDEO MEDIA PLANNER ART BUYER DEPARTMENT Several talented Art Directors and a full-blown Director PHILADELPHIA DesigrVCollateral Department are all straining HEAD Bozell Worldwide has a challenging at the leash to produce gorgeous, sumptuous. Adobe Magazine Large.Washington. DC -basedpublic opportunity for an enterprising indi- award -winning pnnt with the help of a savvy. AdobeSystemsIncorporated is relationsagencyseeksexperienced. vidual. Idealcandidateshould heads -up, tough -as -nails negotiator like you seeking an Advertising Director for highenergy.creativeindividualto Your art-procunng talents are badly needed. its Seattle -based magazine. Adobe have a min. of 2 yrs. exp. in plan- head upvideodepartmentwithin Please respond immediately. Magazineisasix -year old,four- agency creative group. Winning candi- ning and implementing a variety of color bimonthly with a circulation of Send resume to: date must be strong in concept devel- media with an emphasis on broad- over 300,000.Each issue contains cast. Must be a computer literate how -to -articles,product C) &A, opment but also know what it takes to Michelle Lopez Featurestories,reviews,industry get the job done from production man- team player. Please FAX or mail re- Harris Drury Cohen trends, and more. agement through distribution.Varied sume with salary history to: 1901 W. Cypress Creek Rd., 6th Floor The Advertising Director works with experience a real plus --from news and Bozell/SMS Attn: JB/Philly Fort Lauderdale, FL 33309 the Publisher to guide all aspects of documentaries to satellite feeds, 535 Anton Blvd., Suite #700 or fax to: (954) 771-4929 revenue generation for both Adobe teleconferences.live events and cor- Costa Mesa, CA 92626 Magazine(Print)and adobe.mag porate image. (on-line) including rate structuring, Fax# (714) 708-9299 goal setting, strategic sales incen- Fax resume: tives,management offieldsales EOE/AA/M/F/DN DIRECTOR, force, etc.This individual will work 202-466-7598 No phone calls please withanindependentfieldsales MEDIA ACCOUNT force comprised of nine people to achieve sales goals; communicate MANAGEMENT with Adobe's 'house accounts" to MEDIA "OPPORTUNITIES Growingmidwestern DRTV ad service theirproduct marketing agency servingnational accounts needs; work closely witheditors, PROFESSIONALS needs organized,fastlearning, production manager to maintain pro- ABOUND" sharp thinking media manager. Pre- per ad/edit balance and quality con- Unlimited Opportunity New York AdvertisingSpecialists fer minimum 7 to10 years back- trol;generate proactive marketing have many openings in the follow- groundwithtraditionaland DM programs, collateral and sales sup- Exciting, hi-tec agency looking for agencies;experiencewithteam port structure. experienced media planners and ing: building,clientmanagement, MEDIA PLANNERS S30 -50K media Candidates should haveamini- supervisors. Tech or business -to - planning, research and mum of 4 years advertising sales business exp aplus.Must have SPOT BUYERS $30-45K analysis.Sendresume incon- fidence to: background with a proven track re- print planning exp. Great salary and STUDIO MANAGER $50K cordinnationalprint media and benefits. Send or fax resume with BUSINESS MANAGER $75K ADWEEK Classified, Box 3490 sales management. Inaddition, salary requirements to: 936 Merchandise Mart they should have a knowledge of Entry level positions in all areas. Chicago, IL 60654 the high tech industry with an em- Leigh Call or Fax the N.Y. office of phasis on electronic publishing a S/M The Gromwell Group plus.We're seeking a person with 641 Ave of the Americas, 6th fl a collaborative work style, strong in- Ph: 212 972-9300 ACCOUNT MANAGER terpersonal and leadershipskills, FAX: 212-366-6933 Fax: 212 697-8637 Solid opportunity for acct exec with high energy and a deep knowledge 3-5 yearsagencyexperience. of the industry "players". Spearhead agency growth.Take Adobe offersa competitive com- chargeandexpand established pensationandbenefitspackage new businessoperation.Service ACCOUNT ACCT COORDINATOR new accounts. Manage overall and theopportunitytoassista company sales and service. Report great team in becomingeven Medium-sized midtown ad agency SUPERVISOR to the president. Send or faxre- greater.Please mail or fax your re- seeks bright,assertiveand sume, salary requirements and re- sumeto:Adobe Systems,Inc. Mid -sized NYC advertising agency, energetic individual to provide ad- ferences to: Attn: Human Resources/AW5897, with blue chip client roster, seeking ministrative support to senior exec- Quorum, Inc. 411 1stAve.S.,Seattle, WA Account Supervisor with 5+ years utivesandaccountgroup.Op- 3513 Concord Pike, Suite 2000 98104 or fax (206) 470-7109. We experience in AccountManage- portunity to assumeaccount Wilmington, DE 19803 are an equal opportunity employer. ment. Package goods experience coordinator responsibilitiesforre- Fax: (302) 479-5625 ADOBE SYSTEMS, INC. necessary,telecommunicationsa centcollegegradinterested in plus. Looking to hire immediately. pursuing advertising career inac- Highly competitive salary. Please count mgm't. Prefer some market- send or fax resume to: ing -related internship exp. Must be ACCOUNT EXECUTIVE ASST. MEDIA DIRECTOR Christine Martin computer literatein Word & Excel Entrepreneurial marketresearch JMCT firm seeks person w/3-5 yrs exp. in & MEDIA PLANNER and have excellent organizational corp. market/researchdept. or 445 Park Avenue skills. Please fax letter, resume and market/survey researchco;good Top -10Direct Advertising Agency New York, NY 10022 salarydesiredto: HumanRe- quantitativeskills;excellentclient searching for talent for our B -to -B, FAX: (212) 3 08-4 984 sources (212) 261-4224 and presentationskills. Employee consumer accounts. Must have list research experiencedesirable. experience, direct mail, high energy Salary negotiable. Send or fax re- level, love of detail, knack for juggl- sumes to: ingprojects. We only want the AD SALES MANAGER MEDIA PROFESSIONAL Berrier Assoc. best. 306 Parsons Avenue Fax resume and letter to: TOP 10 Media Services Company Bala Cynwyd, PA 19004-2817 Northeast FAX: 610-668-9395 Amanda for national magazine, leader in the looking for energetic, take charge (212) 2 37-6 63 9 field. Requirements: College educa- personto shareallplanningre- tion, earnings record of min. 50K sponsibilities on prestigiousretail duringpast threeyears. Agency andimported beeraccounts. PUBLIC RELATIONS experience a must. First year poten- Heavy client contact. Mid -town loca- ACCOUNT tial 50-80K. Home office supplied, tion. Minimum 8 years experience. Tired of city living? The Berkshires strongexistingclientbaseand beckon!PublicRelations agency SUPERVISOR solid benefit package. Proficient with Excel, Word, Telmar. Fax letter and resume to: has immediate opening for PR Ac- Expanding MarketingServices/ Fax resume to 201-387-0282 count Executive; 3-5 years agency Advertising Agency needs a pro- Attention VP Sales. (212) 7 5 3-5 53 3 fessional Account Manager to han- or corporate experience required. dle blue-chip package goods and Send or fax resume to: healthcareclients.Intellectual R.T. Blass, Inc. horsepower andexperience a must. Located in Stamford, CT. Fax ADVERTISING REP ATTN: FREELANCERS Pitts Road resume to: New consumerfoodmagazine Old Chatham, NY 12136 seeks an experienced ad rep for ADWEEK can offer you the expo- Tom Hayes sure you need in our Services & Fax: 51 8-76 6-2 44 5 The Senior Network, Inc. NYC office. Candidate must have 3-5yearssalesexperience.Ex- Resourcessection.If you need to 2 03/97 5-907 8 cellentsalary,benefits and com- get your service out to the people mission. Fax resume including who matter, you need to advertise Reach your ad community in salary requirements to: CALL I-800-7-ADWEEK (212) 889-3907 now. Call for info 1-800-ADWEEK. ADWEEK CLASSIFIED CLASSIFIED ADVERTISING/May 20,1996 Page C10

HELP WANTED

It's VISION Integrated Marketing. Pssssst...over Don't recognize the name? That's because we've never You Thought made a lot of noise about ourselves. We've been too busy over the past 10 years doing integrated marketing programs for some 1,:aking Ads of the biggest companies around. And we've been quietly building an impressive portfolio of direct mail, point -of -purchase, Web Required Talent. sites and other types of communications. Right now, we need enthusiastic professionals with direct and/or integrated marketing (Try getting the things in print.) experience to join our San Francisco office. Senior Account Manager. Put your outstanding Here's the deal. We're the largest agency on the planet specializing in strategic and tactical abilities to work for our Fortune 500 clients. recruitment advertising. And the thing is, we have a lot of clients. So Financial services and/or technology background a must, as are your many, that you actually get to see your stuff published. (And on a 8-10 years of direct client contact and management experience. pretty regular basis). Here's what we've got open: Account Executives. One or two bodies with the talent National Sr. Copywriter and experience it takes to manage their own accounts without Chicago someone constantly looking over their collective shoulders. Requires 4-6 years' agency experience, recruitment a plus. Concept talents and 3-7 years experience in financial services and/or technology. ability to make others laugh their butts off- are musts. (And ifyou're not quite this experienced, we'll hear you out - if you're good). Director of Production. Your 10+ years of experience will have prepared you to run our production department - Designers/ from managing staff to refining our operations. Use your limitless Production Artists talents to grow and enhance our digital communications studio. Full-time and freelance. Agency experience a must. New York, Chicago, Boston, San Francisco. Senior Art Director. You should have 5-7 years of stuff to show, demonstrated conceptual skills, computer smarts and Send resumes, with non -returnable samples, to: Dept. Schmingle, actually enjoy presenting your work to our clients face-to-face. Austin Knight, 303 West Erie, Ste. 210, Chicago, IL 60610. EOE

Interested? Then fax your resume and an intriguing letter by May 29th to: Austin Resource Manager, VISION Integrated VISION WAKnight Marketing 415 974-1701 Integrated Marketing

JAMIE SELTZER r Don't let big city JOINS life stress you out. THE CREATIVE DEPT. She'll be part of Let us do that. The Creative Dept. ACCOUNT SUPERVISOR WANTED Portfolio - the new source book for freelance art If you're an Account Supervisor who thrives on the challenges of the advertising business, we'd like to talk to you. You'll work with some of directors, writers, pro- Maine's leading companies, agency principals with national advertising ducers and designers. agency backgrounds. and an outstanding team of account and creative Some of her best professionals. And you'll do it all in one of the -best places to live in the East. work will be seen by Our clients include packaged goods. tourism, health care, as well as the 500 creative direc- state's major utility and economic development accounts. Our client rela- tors up and down tionships have proven success - with an average tenure of five years. And the East Coast. our creative has won national awards in every advertising category. Call us toll free If you are 'an Account Supervisor with at least five years' experience, can think strategically, implement skillfully, have strong writing abilities and learn more and can manage a team effectively, we'd like to hear from you. Please about the value of a send your resume to: great book. Ann Lockwood, Director of Client Services McDonald Communications, P.O. Box4566 1-888-3CREATE Portland, ME 041124566. An lihunc rill.please. toll free COMMUNICATIONS

USE ADWEEK MAGAZINES TO GET NATIONAL EXPOSURE Page C11 CLASSIFIED ADVERTISING/May 20,1996

HELP WANTED

GRAPHIC DESIGNER/MACINTOSH ADMINISTRATOR JOIN MORGAN, ANDERSON & COMPANY Can you wear many hats? Do you know technology and love design? Interna- As leading management consultants to advertisers worldwide, we seek an expe- tional Public Relations Firm seeks special individual who possesses a unique com- rienced person for a staff position to support our five Principals in agency bination of skills. This position offers a tremendous variety and range of design search, new business development and database management. work for blue chip clients in the Consumer, Food, Technology and Health Care in- You must have worked 2-4 years in the advertising industry, have strong writing dustries. Candidate must demonstrate sophisticated typography and design skills and be facile with electronic databases. You are a self -manager and team sensibilities and experience preferably with a degree in Design. player with high energy and a sense of humor. Expertise in troubleshooting, Quark, Photoshop, Illustrator a must. HTML, Power - We promise stimulating and creative work in a rare environment. point and Windows a plus. Quick learner with the ability to juggle multiple pro- All replies kept confidential. jects simultaneously and stay calm under pressure are all requirements of this Send or fax letter and resume to: demanding position. Excellent people skills and a good sense of humor also re- Morgan Anderson quired. Fax resume and photocopies of 3 examples of your best work to: 136 West 24th Street EB New York, NY 10011 212-872-8101 FAX: 212/989-6497

COPY WRITE R Broadcast Traffic ADVERTISING Attn.: Writers of long, dull, incomprehensible copy Manager SALES Major agency with national The Creative Director wants a staff copy -writer just like me. In terms of job securi- OPPORTUNITY! ty that's like writing my own obituary. So if you write sharp, interesting copy, I'd accounts located in the NCC, the country's leadingspot rather you didn't apply. This major public relations firm and its Who's Who Southwest has an excellent cable advertising rep firm(14 of- clients probably isn't for you. Writing everything from speeches and national ads opportunity for a broadcast ficesnationwide),seeks an to press releases and video scripts is really no big deal. And the people? Crazy, energetic,outgoing, multitask - creative, award -winning perfectionists. professional with 5 to 7 years oriented individual for the following Now, if you were me you wouldn't fax/send your resume and writing samples to: of agency broadcast traffic opportunity: 202-466-7598 experience. Successful candi- Sales Coordinator:2 yrsexperi- Creative Department, Suite 400 dates must be detail -oriented ence. Duties include: WP 50-55 wpm 1901 L Street, N.W., Washington, DC 20036 with superior organizational (tested), sales proposal preparation, place/processsalesorders,com- Or would you? and communication skills. The mercial trafficking, client/agency con- ability to coordinate dubbing tact. Excellentcustomer service and shipping of broadcast skills required. College degree pre- ACCOUNT EXECUTIVE ACCOUNT EXECUTIVE commercials to stations in a ferred. Computer experience a must. FOR CREATIVE AGENCY fast -paced, pressure environ- Microsoft Office -Word and Excel pre- Account Executivewhoknows ferred. NCC is an E.O.E. PHILADELPHIA ment is essential. Serd resume good creative work when they see Send or fax resumes and it and has the ability to sell it. We're Bozell Worldwide has a challenging including salary expecta- opportunity for an aggressive team salary requirements to: a mid -sizednationaladvertising tions to agency located in one of the most player to joinitsPhiladelphia ac- National Cable Communications progressive and growing areas of count service staff. This position re- S.HaII, HR Department 114 W. 47th Street, 17th Fl the southeast. We're considered quires a min. of 2 yrs exp. at a tradi- P.O. Box 61900, DFW New York, NY 10036 one of the foremost creative agen- tional agency to work on a high Fax: (212) 840-1497 profileaccount. Mustbeor- Airport, TX 75261-9200, cies in the nation. Our people are ATTN: Solange Moris top-notch.Ourcultureisteam - ganized,self -directed anddetail - FAX (214) 830-2629. orientedand enthusiastic.Our oriented. Excellent written, verbal clients are few but elite. We need a and presentationskillsrequired. TEMERLIN MCCLAIN strong,strategicallyminded AE Fast-food exp. helpful.Please FAX Reach your ad community in with 3 to 5 years agency experi- or mail resume with salary history/ EOE M F/H/F ADWEEK CLASSIFIED ence to head up collateral portion requirements to: ofinternationalclient'sbusiness. Bozell/SMS Attn: JB/Philly Strong organizational skills a must. 535 Anton Blvd., Suite #700 Do you fit? Send resume and salary Costa Mesa, CA 92626 historyto:ADWEEK Classified -- Fax# (714) 708-9299 Box 00168, 1515 Broadway, 12th fl., New York, NY 10036. E0E/AA/M/F/ON

Thar%C `fay, ASS'T ACCT EXEC MARK YOUR CALENDARS DCA Advertising has a challenging position availablein Account Ser- vicesfor a self - June Deadline co/D:ustrtf high-energy, iter9t4j4scl-frgolgret5 motivatedcandidatewithstrong miArPIvi'EEes verbal communicationskills.This CLASP F 1ED5 position requires a min. of 2 yrs. ad SERVICES & RESOURCES agencyexp. as account coordinator,preferably in con- Thursday sumer goods and/or officebusi- ness equipment. Computer skills. Ex- May 23 cellent benefits. Please fax your let- ter,resume andsalaryrequire- 3:00 p.m. mentsto:(212)261-4224. NO PHONE CALLS PLEASE All copy must be submitted In writing.

USE ADWEEK MAGAZINES

TO GET NATIONAL EXPOSURE. ADWEEK MAGAZINES CLASSIFIED MEDIAWEEK May 20, 1996 PAGE 73

CALENDAR

Women in Cable & Telecom- Media Notes munications willholdits 1996NationalManage- NEWS OF THE MARKET ment Conference June 3-6 at two sites: San Francisco OmniAmerica Group for $178 and Northbrook, Ill. Regis- TCI Gives JMCT the Business Headquartered in Miami, the ser- vice will be programmed in Span- million. Of the total, $163 mil- tration isrequired. For TCI Communications, a unit of lion will be paid in cash and $15 details and additional site Tele-Communications Inc., the ish and Portuguese. To help fill million will be paid in Chancel- information, contact WICT country's largest cable operator, the programming pipeline, Nick has signed a deal with Nelvana lor Class A Common shares, at 800-628-9428. last week awarded its advertising issued to OmniAmerica's own- account to New York -based Jor- Enterprises to acquire 15 half- hour series, including four first - ers. The acquisition is expected The 1996 PROMAX Interna- dan, McGrath, Case & Taylor. run series: Balm; The Adventures to close by the end of the year, tional Er BDA Conference Er The agency will handle TCI pending FCC approval. Exposition for promotion Communications' corporate of Tintin, Blazing Dragons and Secret Life of Toys. and marketing executives in account as well as its digital -tele- broadcast and cable will be vision business unit account. HBO Launches Web Site held June 19-22inLos Billings were not disclosed, but as Chancellor Expands in Fla. Pay cable channel HBO has Angeles. For information, the company works to revive a Chancellor Broadcasting Co. launched a Web site at contact Andrea Golinat sagging stock price and launch last week signed a purchase http://www.hbo.com that aims to 310-788-7600, ext. 555. digital TV services, it is expected agreement to acquire eight have content other than promo- to spend into eight figures. radio stations in Florida (seven tions of HBO cable offerings. The CAB Local Cable Sales FMs and one AM, in Orlando, Using Shockwave animation and ManagementConference USA, CBS Share Buick Golf Jacksonville and West Palm RealAudio, the site includes will be held June 22-25 at USA Network will share cover- Beach) from Cleveland -based "Dennis Miller Live," an area the Atlanta Marriott Marquis. age of the PGA Tour's Buick Contact Nancy Lagos at 212- Classic, to be played June 6-9 at 751-7770. Westchester Country Club in IAI rr1ev Harrison, N.Y. USA will air a r-ON TEE American Women in Radio total of four hours of coverage on and Television holds its 45th June 6 and 7 and CBS will broad- annual national convention cast a total of 51/2 hours on June 8 at the Ritz -Carlton Hotel in and 9. The $1.2 million tourna- Naples,Fla., June 27-29. ment, the final PGA Tour event Contact818-7833-7886. leading up to this year's U.S. Open, is celebrating its 30th SaRM EK 1111/1110".17fallIMIM ICM Conferences presents anniversary this year. a cable telephony confer- ence, "Integrating Today's Court TV Tweaks Weeknights Customers With Tomor- Court TV today will debut a new 111:11H/1 1R row's Technology," July weeknight program schedule, fea- y Pvrtune,fl Pidves. MIRIght5 Reserved. 10-11 at theRadisson turing Instant Justice at 7 p.m., Hotel, Chicago. Contact: followed by the new series The The real-time deal: Star Trek's official Web site 312-540-5698. Court TV Evening News, a roundup of the day's law and The Wireless Cable Associ- legal -system news, beginning at True Trek ation will hold its annual 7:30. At 8 p.m., a reformatted The Internet is already populated with unofficial Star convention at the Denver version of Prime Time Justice will Trek sites. Now, Paramount Digital Entertainment and Convention Center in Den- incorporate pieces of other Court Microsoft Network are establishing the first official Star verJuly10-12.Contact TV programming. At 10, it will Trek presence in the online world, with the debut of the Sherry Crittenden at 202- be followed by Trial Story, which Star Trek Continuum on MSN, a site of Trekkie interac- 452-782. takes an in-depth look at a trial. tion that draws on the Paramount -produced series. The site is designed as an unparalleled opportunity to act Broadcasting Er Cable Inter- Nickelodeon Goes Latin out space fantasies. In addition to surfing the TV -and - face X conference will he Nickelodeon announced last movie series' history, visitors can learn to speak Klingon held at the New York Grand week it plans to launch a Latin and hang out in a virtual version of the Quark Bar from Hyatt on Sept. 24. Contact American version of the kids net- the Deep Space Nine series. Advertising sales for the Joan Miller at 212-337-6940. work by fourth quarter this year site are being handled by Paramount. on cable, DBS and wireless cable. PAGE 74 MEDIAWEEK May 20, 1996 Media Notes CONTINUED

where visitors can enter polls, Softbank, Dentsu Interact plans to sell advertising avails for into a joint venture with Yahoo to offer ideas for the show and ask Computer software distributor sites on the 'Net, including search form Yahoo Japan Corp., a questions of upcoming guests; Softbank has entered an agree- engine Yahoo. Softbank will Japanese version of the site. film reviews; and III:am, a site, ment with Dentsu, the Japanese retain a 49 -percent share in the changing weekly, that documents advertising agency, to open Cyber new company and Dentsu 51 per- Prodigy, IW Finalize Buyout New York City at 3 a.m. Communications, a firm that cent. Softbank recently entered International Wireless, a global communications company with interests in online and cellular services, combined with Prodigy executives last week to buy the online service from joint owners If you'd take Sears and IBM. Also participat- ing in the venture as a financial and strategic partner is Grupo achance withan Carso, Mexico's leading telecom- munications firm. Terms of the unaudited publication, deal were not disclosed. 'People' Editor Joins E! Online Lew Harris, formerly entertain- editor of People magazine, chancesareyou'd has joined E! Online as editor -in - chief. The service, a joint venture between E! Entertainment Tele- be interested vision and C/Net, is expected to launch this summer. inoneof these. Tesh Departs 'ET' John Tesh, the popular coanchor of Paramount Domestic Televi- sion's Entertainment Tonight, will leave the long -running syndicated strip May 30 to focus on his thriv- ing musical career. He is expect- ed to be replaced by current ET weekend anchor Bob Goen, who would be joining longtime week- night anchor Mary Hart.

Newsmags Get Mothering King World Productions' syndi- cated TV newsmagazines, Inside Edition andAmerican Journal, have forged an editorial - Base your media plan on facts, not promises. resources alliance with Mother BPA audits insure accurate and targeted circulation. Jones magazine. Marc Rosen- weig, vp of East Coast program- BPA ming for King World, says the INTERNATIONAL (D TV strips will regularly feature THE BOOKS TO GO IN. THE FACTS TO GO ON. investigative reports provided by For more information, call 212 779-3200. Mfs editorial staff, which, in turn, will gain advance on -air publicity for some of its articles. MI I

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BIG DEAL

VISA/CUNARD Agency: Harris Drury Cohen, Fort Real Money Lauderdale, Fla. Begins: Undisclosed ADVERTISING ACTIVITY IN THE MEDIA MARKETPLACE Budget: $10 million Media: TV, print HYUNDAI Parenting magazine, with the tagline, "A Visa is close to forging a strate- Agency: Bates USA West, Irvine, Calif. natural idea for absorbing odor." Gerber gic marketing alliance with the Begins: Summer Advertising, Portland, Ore., handles. A cruise -line industry, agreeing to Budget: $25 million direct mailing to 10 million households is underwrite a TV and print campaign Media: TV slated for July. Drypers will also do a joint promoting cruises versus other travel - Hyundai this summer launches its biggest FSI drop with Unilever's Helene Curtis in and -leisure destinations. Visa negotia- joint dealer marketing campaign, spending October. Baking soda is an effective tions are on course even as a major an estimated $25 million to reverse a sales cleanser and odor neutralizer, now a staple player, Cunard, breaks ranks with the tailspin as it marks its 10th anniversary. in toothpastes. Some deodorants also use it, industry campaign. New York-based Hyundai seeks an image boost as it focuses and last year Scott Paper added it to its Cot- Cruise Line International Association on its staying power and echoes quality tonelle bathroom tissue in a co -branding (CLIA) proposed the co -marketing ini- themes in current ads. The new campaign venture with Arm & Hammer. Dryper's lab tiative about a year ago. Ad media from Bates USA West, Irvine, Calif., still tests found that baking soda reduced diaper spending will likely exceed $10 million. under development, will weave in aggressive odors by up to 77 percent. "This is one of A travel -related sponsor-likely Visa- retail messages to spur sales. Instead of the biggest introductions to the category in showing beautiful body parts as in cur- a while," said David Olsen, Drypers vp of rent advertising, new spots will fea- marketing. "Some might say it's been done ture shots of cars and a special 10th - in other categories, and it has, but its bene- anniversary lease deal starting June 1. fits aren't as clear-cut as they are here." Elantra's "more car" theme will con- With the intro, Drypers hopes to flank cate- tinue. "This is the time ofyear when gory leaders Kimberly-Clark and Procter & we need to get in a retail mode," said Gamble. K -C's Huggies brand did $1.4 bil- Bruce Goren, national advertising and lion in sales last year, for a 40 percent cate- promotions manager. "It's also a little gory share, per Information Resources. reassuring to consumers that we're not P&G's Pampers was No. 2, with $973 mil- the new kid on the block any more." lion in sales, for a 27 percent share. Hyundai teamed with its four dealer Drypers had $85 million in sales and a 2 groups, which also use Bates USA, to percent share. make media buys in 30 spot -TV mar- kets with radio support. For the year, GULF LITE Et WIZARD will match funds and receive high -visi- Hyundai is down 17.2 percent to 29,697 Agency: Partners Et Shevack, N.Y. bility ad plugs. "We've talked to Visa," vehicles as of May 1, a .6 percent market Begins:Summer said CLIA president James Godsman, share. The brand has struggled with a low Budget:$2 millionto $3 million who was unaware of Cunard's reversal. quality perception following a hot sales Media: Radio, print "But Visa or nobody else is going to debut in the late 1980s. Gulf Lite & Wizard is leveraging its new buy into this program until they see Major League Baseball sponsorship with a what they are buying." Strategies will DRYPERS sweepstakes promo and baseball-themed be presented during the CLIM June Agency: Gerber Advertising, Portland, Ore. advertising behind a rollout of its new One - board meeting; ads could break in the Begins: June Match brand of instant -lighting charcoal. fall. Cunard execs fear the campaign, Budget: $10 million The company, formed last year by an assigned this month to Harris Drury Media: Print investor group that bought Gulf Lite lighter Cohen, Fort Lauderdale, Fla., will Baking soda, having found its way into fluid and Wizard charcoal brands from focus too heavily on mass -market toothpaste, toilet tissue and deodorants, will Reckitt & Coleman, is looking to revive the cruise lines, such as Carnival, Princess soon find a home against babies' bottoms as brand with $2-3 million in support for the and Royal Caribbean Cruise Lines, and well. Drypers, the quiet No. 3 player in the peak summer selling season. While some do little to support Cunard's luxury $3.6 -billion diaper category, hopes to make sponsors have shied away from baseball carrier brand values. Many vacationers a new -product splash by adding sodium because of the perception of older demo- resist the idea of a vacation at sea, so bicarbonate to its nine -item diaper line, graphics, that audience was a good fit for a attracting cruise converts has been a rolling out later this month, re -flagged company marketing to the country's back- problem. About 7 percent of all Ameri- Drypers with Baking Soda and backed by yard barbecues. "Baseball fits nicely, both cans have taken cruises, according to $10 million in ad support. The Houston - in terms of seasonality and our 25 -to -54 - CLIA. -Elaine Underwood based Drypers will do FSI drops in late year -old target," said GL&W president June and follow that up with print ads in Mark Hatgas. The sponsorship will be MEDIAWEEK May 20, 1996 PAGE 77

ACCOUNT SWITCHES

H ewlett-Packard SunRiver Corp. Awarded to: Deutch, Billings: $40 million Billings: $5 million (esti- Los Angeles Incumbent: Saatchi & mate) Saatchi, San Francisco Incumbent: New account Massachusetts Awarded to: Goodby, Awarded to: Sicola-Mar- Convention Center leveraged with a sweepstakes offering a trip Silverstein Er Partners tin, Austin, Texas Authority to the July 9 All -Star Game in Philadelphia Billings: $3 million and a trip to the opening game of the World H ollywood Video Premiere Incumbent:CC and D Series. Two FSI drops, May 19 and June 23, Billings: $8 million Technologies Communications, Boston and POP support the contest. The brands Incumbent: Capp/ Billings: $4 million Awarded to: Incumbent will also be supported by baseball-themed Hedges, Portland, Ore. Incumbent: In-house radio, print and outdoor from Partners & Awarded to: Suissa Awarded to: Fitzgerald Swissotel Shevack, N.Y., the agency that also matched Miller, Santa Monica, CA Er Co., Atlanta Management Scott's lawn care products with a MLB Billings:$2million to sponsorship several years ago in a similar B igYellow The Stanley Works $3 million marriage of product to property. Billings: $5 million (corporate trade) Incumbent: None (estimate) Billings: $2 million Awarded to: Yesawich, FAMOUS AMOS Incumbent: Newaccount (estimate) Pepperdine &Brown, Agency: In-house Awarded to: Arnold Incumbent: Ammirati Orlando, Fla. Begins: July 26 Communications, Boston Purls Lintas, New York Budget: Undisclosed Awarded to: Keiler & Co. Crab House Media: Film Baby Superstore Billings: $2.5 million President Baking will take a big next step in Billings: $5 million Buzz magazine Incumbent: Wright & the revitalization of its Famous Amos cook- Incumbent: New account Billings:$2million Co., Miami ie brand, joining Radisson Hotels and Plan- Awarded to: Erwin -Pen- Incumbent: None Awarded to: Courtney et Hollywood as a tie-in partner for New land, Greenville, S.C. & Watson, Miami Line Cinema's July 26 release of the live - action Adventures of Pinocchio. It marks the boldest marketing move yet for Amos, which President acquired in 1992 and has ACCOUNTS IN REVIEW extended to include creme sandwiches, brownies and fig cookies. The partner line- up also marks New Line's first big cross - American Honda Motor Co. Driver's Mart Worldwide promo effort for a family film. The Turner (media buying) Billings: $40 million unit made its reputation in niche movies Billings: $375 million Incumbent: New account and in recent years has joined the majors Incumbent: Ketchum Advertising, Contenders: Cliff Freeman & with hits like The Mask and Seven. The Los Angeles; Rubin Posiaer and Partners, New York; Carmichael Famous Amos promo runs July 15 through Associates, Santa Monica, CA Lynch and Campbell Mithun Aug. 5, with an FSI drop to 34 million Contenders: Incumbents; undisclosed Esty, both Minneapolis households andPOP,including a four -foot media -buying agencies Pinocchio standee, in 10,000 stores. The First Union National Bank Corp. push also includes a mail -in rebate of $1.50 Australian Tourist Commission Billings: $30 million to $3 off Pinocchio-licensed dolls with two (consolidated global account) Incumbent: The William Cook Agency, Famous Amos proofs -of -purchase. "Pinoc- Billings: $50 million Jacksonville, Fla. chio is a classic story that especially appeals Incumbent: Various Contenders: Grey Advertising, Merkley to families with children," said brand mar- Contenders: DMB&B, J. Walter Newman Harty, both New York; keting director Susan Sommovigo. "They're Thompson, McCann-Erickson, Hal Riney & Partners, San Francisco also primary cookie buyers, and this offers worldwide offices; Young & them added value." Radisson's 250 U.S. Rubicam, San Francisco Hasbro (Playskool division) locations link the movie to its new "Family Billings: $30 million Magic" program via a sweeps from June Motorola (media buying) Incumbent: Griffin Bacal, New York through August. It will place entry blanks Billings: $40 million Contenders: Incumbent; Bates USA, and counter cards at registration desks. The Incumbent: J. Walter Thompson, Bozell Worldwide; Grey Advertising; sweeps can also be entered via the Family Bayer Bass Vanderwarker, both Jordan, McGrath, Case & Taylor; Lowe Channel and Planet Hollywood restaurants. Chicago; McCann-Erickson, Atlanta & Partners/SMS; Saatchi & Saatchi; all Top prize is a one -week stay at the Radisson Contenders: Incumbent; Western New York; Arnold Communications, Beverly Pavilion, airfare, car rental and International Media, Los Angeles Boston; undisclosed others merchandise from Planet Hollywood. PAGE 78 May 20, 1996 MEDIAWEEK Media Person BY LEWIS GROSSBERGER

Just to be sure he wasn't making some awful mistake, Media Person did the semi - Arch Support unthinkable. He committed research. Media Person actually bestirred himself. He got up MOST ADVERTISING CAMPAIGNS ARE EASY TOfrom the couch. He left his apartment. He went to McDonald's. MP hadn't been to one understand. You want to sell cars, show a beautiful in about 26 years but finding it wasn't difficult since the company has taken great pains to model. Sex equals car. We can all grasp that; no problem. You want to ensure that no person on the planet is located sell soap, show a beautiful model taking a shower. You want to sell soup, more than a quarter of a mile from a McDon- ald's outlet. show a beautiful model spooning up minestrone. Again, simple, The place was bright, cheerful and bustling with humans of all ages. Media Person went to irrefutable logic. the counter and got on line behind a man who Ad campaigns have to be easy to understand since not all the potentialwanted breakfast and could not be made to understand that breakfast was over. It remind- customers are Stephen Hawking and many aren't even Steve and Eydie. ed MP of that movie where Michael Douglas cracks up in similar circumstances and starts Which brings us to the inexplicable: the Arch Deluxe. firing a machine gun. Fortunately, this fellow Inexplicable, at least, to Media Person. He promote the Arch Deluxe. The New York just walked away muttering to himself. is sitting here in a state of incomprehension, Times quoted the company chairman as saying: A pleasant young person wearing a button not to mention utter befuddlement and pro- "Our adult customers are telling us they want reading, "If you don't like it, I'll eat it!" sold found mystification. more reasons to come to McDonald's, to satis- MP both a Big Mac and an Arch Deluxe, the He's seen the new McDonald's commer-fy their more mature taste requirements." latter packaged in a shiny red box, like a cials, oh, maybe five or six thousand times in Here's the part that has Media Person Christmas present. The price was astonish- the last two days, and he's trying to figure out flummoxed: The old product, beloved by youth ingly low. what McDonald's thinks it's doing. since time immemorial, is a hamburger. The He found a table with a plastic chair (both You've seen them too. In one, a classroom new product, to be happily embraced by theirbolted to the floor) and performed the Media of young school kids has a distinguished visi- unsuspecting elders is...a hamburger. Person Taste Test, taking healthy bites of the tor: a McDonald's man- specimens, in between ager. He's basking in clearing his palate with their awe and adulationEither McDonald's has designed its Edsel or-more likely, Media diet Coke. It was just as as they ask if he actually MP had thought. They're makes the almighty BigPerson fears-we have a populace with the taste buds of a toad. both hamburgers. Mac. Yes, he acknowl- And not particularly edges to worshipful oohs and ahs. Then he As the McDonald's Corporation is thegood ones, either. Look, if Media Person proudly mentions the Arch Deluxe. The horri-world fast-food champion and marketers of the required a hamburger, whether as an adult, fied children recoil, making sounds of disgust, first rank, Media Person hesitates to challengechild or mewling infant, he'd go someplace that some simulating outright nausea. the wisdom of its executives. But still he feelsservednotaskinny,taste -challenged, Then there's another one where a girl, he must propound the following question: You microwaved patty with hot lettuce (hot let- maybe 13 or 14, disdainfully watches a boy take a Big Mac, stick some lettuce, tomato,tuce!?) but a big, beefy, juicy, grilled chunk of remove pickles and other impediments from American cheese, a mustard -mayonnaise sauceauthentic, meaty meat smothered in onions. his burger and thinks, "We do mature faster and optional slice of bacon in it and suddenly That's a hamburger. than boys." it's a gourmet treat for the sophisticated adult? This-Arch Deluxe, Big Mac, whatever you OK, Media Person thinks he gets that part. You mean a hamburger is for kids but alabel it-is, was and for the foreseeable future The selling point is simple enough. The new hamburger with stuff on it is for grown-ups?will be-a pseudoburger. With stuff on it. sandwich is not for kids. Kids are gonna hate (And by the way, couldn't you always get one And if MP were feeling really adult, he'd go it. The Arch Deluxe is for grown-ups. Mac or another with lettuce, tomato andto a French joint and order up some duck a Indeed, Media Person's deft insight was cheese anyway?) !'orange with a nice Merlot. quickly confirmed by the newspapers, which Either McDonald's has designed its Edsel Right now, though, what Media Person reported that McDonald's is spending $200 or-more likely, Media Person fears-we havewanted more than anything else was a Pepto- million (apparently some sort of record) to a populace with the taste buds of a toad. Bismol. Adult size. John k.ennedy talks to George Wallace President Madonna Dodging bullets with the FRS Louis Freeh

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