Fight of Three Nights

Vol. 6 No. 22 THE NEWS MAGAZINE OF THE MEDIA ma\

MARKET INDICATORS Fight of Three Nights National TV: Quiet Screenings and parties keep buyers in check; The networks will slug it out on Tuesday, Wednesday and SundayPAGE 4 most are now readying upfront budgets. Syndi- cation upfront begins THE UPFRONT with 5% to 10% CPM Nissan Leads Upfront '96: -Sr- increases on top shows. Net Cable: Mixed Auto Charge Some upfront business continues, but most nets Money is moving wait for NBC to move to early in prime; gauge how the market will land. If NBC goes for daytime and news aggressive CPM increas- almost done es, cable expects to pounce on money look- PAGE 5 ing elsewhere.

TV STATIONS Spot TV: Mixed. Heavy regional varia- NBC Plans tion, with strength in the South. Buyers are Time Swap expecting tight inventory in late summer. Wants late -night, Second half is expect- ..... a.m. avails back t ,... 1, ed to gain heavily over -- SPECIAL REPORT tobints AFTERPAGE 2 last year. from affils to help 'It-- ....' .. - -.. Radio: Active pay for Olympics Southwest sizzles; Dal- PAGE 5 las and Houston are TV RATINGS tightening up dramatically. The Southeast, particularly Atlanta, Cable Hits continues to turn business away. Network 30% Share numbers still strong.

Broadcast network Magazines: Quiet erosion continues; Little activity as traditionally thin July/ HUT levels fall August issues close. PAGE 8 Some business in sports and news as Olympics approach.

0 TELEVISION ADVERTISER SALES

IS PROUD TO ANNOUNCE ITS 1996 FALL LINE-UP

THE OUTER LIMITS WINNER OF Two CABLE ACE AWARDS RANKED 4TH OF ALL ONE -HOURS IN SYNDICATION ALREADY CLEARED IN 159 MARKETS FOR FALL '96

LAPD FASTEST GROWING AMONG ALL REALITY STRIPS ALREADY CLEARED IN 130 MARKETS FOR FALL '96

POLTERGEIST: THE LEGACY FROM THE AWARD -WINNING PRODUCERS OF THE OUTER LIMITS ALREADY CLEARED IN 141 MARKETS FOR FALL '96

THE BRADSHAW DIFFERENCE BEST-SELLING AUTHOR AND EMMY-NOMINATED HOST ALREADY CLEARED IN 82 MARKETS FOR FALL '96

FAMILY CLASSICS CHILDREN'S FAVORITE STORIES STARRING AMERICA'S FAVORITE STARS CLEARED IN 146 MARKETS

ALL DOGS GO TO HEAVEN

V HOT NEW ANIMATED SERIES BASED ON THE POPULAR FILM CLEARED IN 124 MARKETS

MGM TELEVISION ADVERTISER SALES 1350 AVENUE OF THE AMERICAS NEW YORK, NY 10019 NEW YORK: (212) 708-0348 CHICAGO: (312) 214-4945 MEDIAWEEK May 27, 1996 Laura K. Jones JUN 1 0 1996 PAGE 3

AT DEADLINE fi

stringent program standards, said she is happy that Quello has Travel Still Looking to Set Sail; CBS Shops moved to break the children's TV impasse. Landmark Communications continues to seek a buyer for the Travel Channel after its exclusive negotiating period with Discov- Harbert Seen Heading Out of ABC ery Communications expired May 15, Mediaweek has learned. Ted Harbert is expected to leave as president of ABC Entertain- Landmark, also owner of the Weather Channel, has retained Don- ment this week, according to industry insiders. The parting is aldson Lufkin Jenrette to find a buyer for the net, with 17 million described as a mutual agreement. Reports of Harbert's possible subscribers. Those interested are said to include Gannett and departure have circulated since the network made a bid for NBC NBC. Meanwhile, CBS parent Westinghouse is negotiating with programmer Jamie McDermott, who is expected to join ABC as several companies to get the network into the cable business. CBS of June 15. Warner Bros. denied reports Harbert was headed for has been in talks with International Family Entertainment, sources an undisclosed post with the studio. said. IFE, which owns MTM Entertainment and the Family Chan- nel, apparently declined to sell if it meant reschedul- ABC Bows Out of All -News Race ing or dropping the 700 Club, a religious program ABC has indefinitely shelved plans to roll out a 24 - that runs in prime time. Westinghouse also is talking INSIDE hour news channel, citing the escalating competition with Telemundo about a stake in or taking over Span- within the field and the considerable cost involved. ish -language news channel TeleNoticias. Facing a July launch by NBC and Microsoft's MSNBC, which has considerable channel space 'Mediaweek' Names a Publisher thanks to NBC's conversion of most of the 20 mil- Michael E. Parker has been named senior vp of sales lion-subscriber lase of America's Talking, along and marketing at Adweek Magazines, a new post. In with News Corp.'s incentive of $10 per subscriber to addition, Parker will become publisher of launch its planned Fox news channel late this year, Mediaweek, also a new ABC said it will postpone its service. Meanwhile, position. Parker, 48, comes the company continues to investigate launching a to Adweek from MP2 third sports channel, ESPN3. Communications in Hart- ford, Conn., where he was ILier:MiAddenda:Fox has named Stacey Marks- founder and president of NBC's Neil Braun Bronner executive vp of marketing for Fox Metro Hartford magazine. pays some, wins some Broadcasting, overseeing marketing, publicity and Earlier, he served in vari- 5 promotion for the network's programming. Marks- ous posts at Time Inc., Bronner is formerly the general manager at including managing adver- OPINION Chicago's WFLD-TV... The Wall Street Journal is tising sales for Sports Illus- 16 planning a fourth regional supplement, California trated in Chicago, Los Journal, a spokesman confirmed. About a half - Angeles and New York, as HOLLYWOOD dozen editorial staffers would be hired for the for the Parker:Mediaweekwell as directing sales for 17 section. A business section dedicated to California, new publisher Time's Magazine Develop- the state with the largest number of WSJ subscribers, ment Group...In two other WASHINGTON would join the paper's other regional supplements in Adweek Magazines changes, Kenneth Marks was 22 Texas, Florida and Georgia...Hoffired, the San promoted to senior vp of marketing for the Adweek Francisco-based Web company, has hired Hunter group and Mary Beth Johnston to vp of marketing. MEDIA PERSON Madsen as vp/commercial strategy. Previously, 46 Madsen worked at J. Walter Thompson/ San New Kids TV Plan Is Floated Francisco, where he was leader of JWT/i.e. FCC Commissioner James Quello has floated a (interactive enterprises), the new media unit... plan that would extend current licenses to eight years to allow Florida -based Paxson Communications agreed last week to buy TV stations to adjust to possible changes in children's TV rules. four Florida radio stations, continuing its rapid growth in the state. A copy of the plan was sent out to the other commissioners last The four are WIOD-AM, Miami, to be bought from Cox Broad- week. FCC chairman Reed Hundt is expected to oppose any casting for $13 million; and WEBZ-FM, WFYS-FM and WGNE- interim scheme that does not include children's programming FM in Panama City, from B. Radio for an undisclosed sum.

minimums. Commissioner Susan Ness, a supporter of more - Paxson now owns a total of 34 Florida radio outlets.

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 27, 1996 MEDIAWEEK ing On the Nigh The fall ratings war will be fought hardeston Tuesday, Wednesday NETWORK TV like to lay claim to them. How each network schedule, either adding new titles or switching By Scotty Dupree and T. L. Stanley performs on these make -or -break nights could existing shows to new time periods. NBC and Nof all nights are created equal. Not mean the difference between the winners cir- ABC both have revamped 54 percent of their by a long shot. Any network that cle and a finishing up the track. schedules. Fox changed 58 percent of its line- tries to loosen NBC's grip on the Below are the three up -for -grabs nights up. UPN reprogrammed 3'/2 of its six hours, Thursday -night ratings next sea- next season and how each of the six broadcast and the WB picked up new shows for 3'/2 of its son will be fighting an uphill bat- networks has designed its schedule to grab the seven hours. tle. And competing against Mon- high ground next fall. The new schedules indicate that the high- day Night Football on ABC, a perennial ratings In all, 43 new programs will be rolled outwater mark for newsmagazines may have monster, is like playing without a helmet. next season, compared to last season's 42.been reached. Only one new newsmag, But there are nights that will be up forThat is surprising, since all of the networksABC's Turning Point, was added this past sea- grabs in the ratings race next fall-program swore they would not repeat the mistakes ofson. NBC has dropped one night (out of four) periods where no network has a lock. Tuesday, the 1995-96 season, when so many new shows for Dateline NBC. And despite years of try- Wednesday and Sunday nights are wide open were introduced that viewers were sorely con- ing, Fox still has not developed a prime -time battlefields. No network won those nights on fused and ratings went into a tailspin. news hour. a regular basis this past season and all would CBS last week changed 64 percent of its What does all this mean for next season's

The Three Nights That Will Make...or Break...the New TV Season TUESDAY Time ABC CBS NBC Fox "IWB UPN (At left) Gerald 8:00 Roseanne Home of the Brave Mad About You Movie Moesha McRaney's at home on 8:30 Life's Work Something So Right Hurneboys in Outer Spaci, CBS' Home of the Bray( 9:00 Home Improvement Movie Frasier The Burning Zone 9:30 Spin City Caroline in the City 10:00 NYPD Blue Dateline NBC

AI ERIK US! L IN< I WEDNESDAY Time ABC CBS NBC Fox WB UPN 8:00 Ellen The Nanny Wings Beverly Hills, 90210 Sister Sister The Sentinel 8:30 Townies Pearl John Larroquette Nick Freno 9:00 Grace Under Fire Almost Perfect NewsRadio Party of Five The Wayans Brothers Star Trek

9:30 Drew Carey Public Morals Men Behaving Badly Jamie Foxx C 10:00 PrimeTime Live EZ Streets Law Er Order on CBS SUNDAY Time ABC CBS NBC Fox WB UPN

7:00 Funniest Home Videos 60 Minutes Dateline L.A. FirefightersKirk 7:30 Brotherly Love 8:00 Lois Et Clark Touched by an Angel 3rd Rock From Sun The Simpsons Seventh Heaven The Men 8:30 Boston Common Ned Et Stacey Behaving 9:00 Movie Movie Movie The X -Files Life With Roger Badly on NBC 9:30 Unhappily Ever After are Rob New Shows II Shows in New Time Slots Schneider May 27, 1996 MEDIAWEEK PAGE 5

Nissan Drives Auto Deals Daytime, news are almost gone; syndication begins moving THE UPFRONT /By Scotty Dupree is RIissan moved the upfront market increases. News is said to have moved along with into full swing last week by tripling daytime, with similar increases. its network TV budget, partly at the Despite the early frenzy, many agency media 2nd Sunday expense of spot, according to buy- buyers-with last year's furious -paced market ers and sellers in the marketplace. still in mind-are determined to take this mar- ratings? Here's one clue: In the past three sea- Nissan's $175 million -plus budget ket slowly and examine options before plunking sons, the network that made the least changes (which includes a buy on CBS' 1998 Win- down millions of dollars. Buyers report that many won the season, notes Steve Sternberg, head of ter Olympics) represents the strongest growth in budgets have been readied in advance and they program research at BJK&E Media. "In the the car category, which seems to be making the planned to spend last weekend preparing esti- '93-94 season, CBS had the most returning big waves in early trading. Nissan will likely be mates to begin negotiations early this week. "I've shows and won. In '94-95 it was ABC, and in concentrating its budgets on CBS and possibly never seen this many budgets registered so early '95-96 it was NBC," said Sternberg. "Return- Fox, because Toyota, which sellers say have in the process," said one seller, who estimated ing shows are naturally stronger. But it's a fact increased its budget, is said to have heavier/ up that 70 to 80 percent of budgets were in. Budgets that the returning shows were allowed to build on NBC and ABC in early deals. Besides, the car look relatively flat, however, with increases from an audience that was more the contributing companies are all trying to buy the same 20 to 30 a few advertisers and many clients holding sig- factor to the season win." shows. Buyers also report that while domestic nificant dollars back for scatter. An informal survey of buyers found that autos may be down, other imports, including Prime time started to move slowly last week as most believe NBC has effectively strengthened Volvo, may see increased spending. Movies also well, with advertisers putting money down on pre- its winning hand, that CBS has moved forward are looking to be up, possibly led by MGM, mium shows such as ABC's Monday Night Foot- strongly and that ABC may have the most prob- which has a much larger slate of product next ball. "Why would you go early?" said one buyer

lems with aging shows again next season. year but may not be ready to make upfront com- who is waiting for the market to shake out. mitments to match. Other categories that are up The syndication market also began to move include over-the-counter drugs and retail. last week, with many syndicators taking CPM Tuesday's buss is mostly on 'Spin City' Daytime may be wrapped up by early this hits on returning or under -performing shows in ;starringMichael J. Fox) and how its addition to week, with buyers and sellers reporting that order to get increases or higher CPMs on new .4BC's slate could hurt NBC's Must See lineup P&G is close to finished with its commitments, or higher -rated shows. Overall, access and top - :hat night. Likely loser: NBC's Caroline in the having made many of them before the networks tier shows will get the biggest increases, esti- City. CBS will reach out to an older audience with presented their schedules to advertisers in New mated in the 5 to 10 percent range depending on the Touched spin-off Home of the Brave, the York last week. Nike also is buying daytime for the program. Other shows in the market, say night's only 8 p.m. drama. Fox will offer a movie the first time. Estimates for daytime are that the buyers and sellers, are likely to finish flat or up

alternative, with 18 originals and 18 theatricals. daypart will finish up 3 to 5 percent in CPMjust slightly. -with Angela Dawson UPN will own teens with Moesha and the new Disney show Homeboys in Outer Space. Date- line will continue its shootout with NYPDBlue.

Wednesday is a battle of the sitcoms. Money Spent, Money Gained CBS' Les Moonves shows smarts by packaging newcomers Pear/ (Rhea Perlman) and Steven NBC buys two affiliates, sets ad -time swap that could net $275M Bocl- co's Public Morals with the strong Nanny TV STATIONS /By Mark Gimein and Michael Freeman and the returning Almost Perfect. UPN grabs for men with its signature Star Trek, moving from NBC began its affiliates meeting in liminary agreement, the network will be tak- Monday. Fox hangs onto young females with Phoenix last week by announcing a ing back 15 units of spot time from the affili- 902N) and Party of Five.WBwill own urban $425 -million deal to buy two TV ates-five units each from NBC's Todayand viewers with Sister, Sister and Wayans. stations from New World Commu- Tonight and 1 from Meet the Press. In ex- nications. The network closed the change, the network will extend eight prime - Fox makes a bold move on Sunday, meeting by introducing an ambi- time spots to affilates, four 30 -second units shifting X -Files from Friday to anchor the night; tious advertising strategy in which a time swap each in Mad About You and Homicide. the new manly drama L.A. Firefighters will follow with affiliates could bring the network an esti- Braun noted that inventory swap is in day - football. Early runaway ratings for NBC's 3rd mated $275 million. parts that are of "greater value" to each party. Rock From the Sun have cooled. CBS goes for The deal to swap ad inventory, which be- Ken Elkins, NBC affiliate board president and the golden demos, slotting Touched in the former gins next January and runs to 2002, is intend- ceo of Pulitzer Broadcasting, supported Braun, Murler spot. WB's family drama Seventh Heav- ed to help NBC defray costs for its coverage of sizing up the deal as "revenue neutral" for affils. en could threaten ABC's teen-ishLois & Clark. the Olympics this summer in Atlanta. Under Neither Braun nor Elkins provided specifics what NBC president Neil Braun termed a pre- about two other crucial components of the PAGE 6 May 27, 1996 MEDIAWEEK

agreement. Affiliates will be expected to bear an undisclosed decrease in network compensation in return for profit participation in theWhither Time's Style Titles? 1996, 2000 and 2002 Olympics telecasts. While Elkins said the affiliates expect to have net prof- With Stewart and Jones going, speculation centerson the future it participation, several sources said that the point still is in negotiation. MAGAZINES /By Anya Sacharow One senior West Coast media -buying exec- With the departures of Martha its lifestyle publications," Nelson said. utive questioned whether NBC is that "deep in Stewart Living and Vibe from Last November, Logan and Pearlstine dis- the hole." NBC has already rung up about $600 the Time Publishing Ventures solved Time Inc.Ventures and returned to it the million in national ad sales for the Atlanta family imminent-and with title of its former parent, Time Publishing Ven- Games, approaching the $610-$620 million rumors afoot about Time Inc.'s tures. TN president Robert Miller lost his job break-even point. "NBC is already charging desire to consolidate its opera- in the reshuffling. $600,000 per unit in prime time, about 40 per- tions around its established titles-speculation Health publisher Amy Wilkins said her mag- cent above what they got for Barcelona [1992]." abounds about the future of the remaining TPV azine is growing. Circulation was up 70 percent The buyer also suggested that advertisers special -interesttitles. The group includes from 1994 to 1995 and is now at 947,728. Last have reservations about NBC adding two min- Health, Parenting This Old House and Southern year, ad pages were up 20 percent. The maga- utes of ad time in Mad About You. Half-hour Living. The Southern Progress zine will increase its frequency to sitcoms typically carry 4'h minutes of ad time group also includes Southern eight times beginning next year. (not counting local adjacencies). To cut 672min-Accents, Cooking Light and Pro- This Old House and Southern utes out of the running time of the show, the gressive Fanner. Accents also reported growth. executive noted, would be "a bit too much clut- TimeInc.editor -in -chief "We're doing great," said ter for most advertisers' tastes." Norman Pearlstine "made a big Wilkins of Health. "You have to The two stations that NBC acquired last deal saying Time Inc. could han- wonder where the unsubstanti- week, KNSD (ch. 39) in San Diego and WVTM dle smaller titles and niche prod- ated rumors are coming from." (ch. 13) in Birmingham, Ala., are New World's ucts," said one Time Inc. editor Miller has been negotiating only NBC affiliates. NBC got a chance to buy who would not speak for attribu- with Time Inc. for a transfer of the stations before they were offered to other tion. "But some people say he's its interest in the urban/youth potential bidders. NBC said the acquisition was giving them until the end of the mag Vibe to Quincy Jones/David not motivated by any fear of the stations switch- year, and then he'll either foldMiller is trying to pry Salzman Entertainment, which ing affiliations. "We have long-term agreements them or shop them." A formerVibe from Time Inc. has part interest at present. But with most of our affiliate group, so we're not try- Time Inc. executive commented the big news will be Martha ing to protect distribution," said Braun. "The that the lifestyle books are "just odd fits" with Stewart's announcement of an agreement with acquisitions are just good business deals." the rest of the wide -appeal, general -interest Logan, who has been negotiating with Stewart's Negotiations between financier Ronald Per- Time Inc. titles. Another TPV insider said that lawyer, Allen Grubman. Stewart could leave the elman, who owns a controlling stake in New while Don Logan, president and coo of Timetable with an 80 -percent stake in her growing World, and 20 -percent shareholder Rupert Mur- Inc., would not be scaling back, the group prob- domestic -artistry empire. doch broke down several weeks ago (Medi- ably will not add any new titles. Southern Living publisher Kevin Lynch said aweek, April 22). Speculation that the sale of the Time Publishing Ventures ceo Jim Nelson negotiations with Stewart and Miller would have two NBC affiliates was designed to make the emphasized the company's commitment to the "absolutely no impact on Southern Living or remaining 10 -station group (all Fox affiliates) titles. "Time has made a large commitment toSouthern Progress." -with Jeff Gremillion more attractive to Murdoch was denied by New World officials and questioned by analysts. "Obviously, [the sale] could smooth the way to selling the Fox stations," said Dennis Mc- Alpine, media analyst at Josephthal, Lyon and AOL: Won't Tangle With Web Ross. "But there were some solid business reasons. New World [got] a very high price, and the But CompuServe joins the online service stampede to the Internet stations didn't fit with the group. In Birming- ham, they couldn't even run their own program- NEW MEDIA /By Cathy Taylor ming [because of an agreement with Fox]." A its competitors may be moving to AOL is working toward a hybrid system com- New World spokesman Mike Diamond said the Internet, but America Online bining its own technology with that of the Web. that the money will be used to pay down debt says that it will remain a proprietary The point is to serve its estimated 6 million and possibly finance further expansion. Dia- online service-even if it is the last. members even at low modem speeds, some- mond also said that New World had considered "We have no plans to become a thing the service doesn't think is currently pos- selling the two stations, originally part of the [hypertext markup language] shop sible on the traffic -jammed Web. Argyle group, ever since the company bought anytime soon," David Gang, AOL vp/product AOL's decision to remain a closed system them two years ago. He stressed that the sale of marketing, said last week. underlines its dominance. One of the problems the NBC affiliates does not foreshadow further Rather than transferring its content toonline services like CompuServe and Prodigy divestment. "I cannot say this enough," said HTML, the language in which much on the had was that content providers are increasing-

Diamond. "We are not a seller." World Wide Web is written, Gang said that ly reluctant to produce material based on pro- FEvery summer MTV unveils a whole crop of new shows. We have no choice: MTV viewers are z Nays lookirg :)r new ideas.

They like their television smart and they like it1_ and they like it 24 hours a day. They're eaters, not followers. In fact, the majority of MTV Oedgets. says thzi they feel like the channel is their They're deeply loyal, they're trend -sat -B. and-of course-

They re...au audience yot can't afford to ignore. PAGE 8 May 27, 1996 MEDIAWEEK

TV STATIONS prietary standards that cannot be refitted for AOL rival services will be free of charge. Sub- use elsewhere. But AOL, with its large and scribers will have to continue to pay for access to growing customer base, is the only online ser- their content. But the move to the Web gives the The state of Illinoishas passed a law vice that can convince content providers to pro- other services new ways to develop. exempting small -market TV and radio duce material specifically for its service. "It's Being located on the Internet means Web- stations from paying overtime to still the most major aggregator of content any- based services can offer different pricing plans, reporters and producers. The measure, where," said Peter Krasilovsky, senior analyst ultimately positioning themselves as the online supported by the Illinois Broadcasters with Arlen Communications. equivalent of pay-cable networks. All three of Association, does not apply to stations in Remaining a proprietary service also repre- AOL's rivals plan to offer their services on a the Chicago and St. Louis markets. sents a more moderate view toward the so- content -only basis to those who already have Broadcast journalists' organizations called wonders of the Web. A01 is unphased by online access through providers such as AT&T opposed the legislation. Despite high CompuServe's announcement last week that it Under the evolving system, companies like salaries at big -city stations and at the would move its service onto the Internet. AT&T would play a role comparable to that of networks, broadcast news salaries in Microsoft Network and Prodigy made the move a cable system operator. Traditionally, online small markets remain low. A 1995 study late last year. serviceshaveprovidedbothcontent

by University of Missouri professor Ver- Web -based strategy doesn't mean that the and access. non Stone highlighted the gap between top salaries in major markets and the rest of the broadcast world. The median salary of reporters at TV stations in markets 51-100 was $24,330; in markets Cable Clobbers the Nets 101-150 the average dipped to $19,895. In radio, median salaries were lower still, Basic channels close out the season with 20 -percent gain in share averaging $14,220 for reporters in medium-sized markets and $12,850 for those TV R AT I N GS / By Michael Biirgi and Michael Freeman in small markets. The TV season ended last week with a ings were off two percent to 7.3/12, the network big bang for the cable businsss. Cable posted a surprising two percent gain among the New York's WNBCis very close to top- raised its rating, share and delivery older 25-54 demo group, with a 5.0 rating aver- pling WABC from the No. 1 spot in during the 1995-96 season, mostly at age. UPN dropped a startling 22 percent in rat- news. In the May sweeps, WNBC's 6 the expense of the Big Four broadcast ing to a 3.1/5 for the season, while the WB post- p.m. news was up 32 percent from a year networks, which continued to see ed a 33 percent increase to finish with a 2.4/4. earlier; the program has an 8.6 Nielsen their share of audience in prime time erode. In the May sweeps, the NBA playoffs gave rating with an 18 share Monday -Sunday, The gap between broadcast and cable shares cable's TNT a slam dunk. Fueled by a record just shy of the 8.8/18 posted by WABC's continued to narrow. One mitigating factor for 8.6 universe rating on May 21 for the Bulls- Eyewitness News. At 11 p.m., which is broadcasters is that homes Magic game, TNT led all strongly helped by NBC's prime -time using television dropped 3 basic cable nets in May in lead-in, WNBC is now firmly ahead, percent this season, which re- average prime -time rating with an 11.7 rating/21 share (M -S) to searchers attribute to im- with a 2.9. Following were WABC's 9.9/18. While still behind at 5 provements by Nielsen Media TBS and USA, which deliv- p.m., the NBC station has risen steadily. Research in the cooperation ered an average 1.8. WNBC briefly held the top spot in New rate among sample homes. May was the sixth straight York news the mid -1980's, when Jerry AccordingtoNielsen, sweeps in which cable grew Nachman was news director, before total basic cable in prime time and broadcast lost share to falling back to second. WNBC was until grew 16 percent in household cable. NBC posted a slight quite recently considered unlikely to delivery to 17.1 million homes one percent gain in house- reach first place; even some news during the season. Cable's ag- holds with an 11.9/21 average staffers at the station believed that NBC gregate universe rating grew and was the only net to post would not invest enough money in the 16 percent, to a 17.8, and solid increases among the key news shows to beat WABC's Eyewitness share grew 20 percent, to a g adult and teen demos. ABC News. WNBC news director Bruno 30. The Big Four dropped 6 != took a dramatic 19 -percent Cohen, who was considered unpopular percent in delivery to 37.8Mr. Wonderful: Dennis household ratings slide to a with the staff but had improved ratings, million homes, while their rat- Rodman was a hero for TNT 9.3/16, and was down 18 per- left in April to join CNBC. Cohen was ing dropped 6 percent (39.4) cent in adults 18-49 and 31 replaced by longtime assistant news and share dropped 6 percent (65). percent in teens. CBS was down five -percent in director Paula Park. Where does all this Only NBC largely held even in rating and households to a 9.6/16 and was off seven percent leave struggling WCBS, whose news is share from 1994-95, growing one percent to an in adults 25-54. now run by Nachman? Even further 11.7 average rating and a 19 share. CBS saw its Fox made strides during the sweeps to broad- back in third place, with a 4.4/9 rating/ household rating drop 12 percent for the season, en its demographic appeal. Fox's prime time share at 6 p.m. and a 6.6/11 at 11 p.m. in to an average 9.6/16. ABC also suffered a 10 -moved up 9 percent in adults 25-54 with a 4.8 the May sweeps. -By Mark Gimein percent year-to-year drop, turning in a 10.6/18 rating. Among the core 18-49 demo, Fox finished for the season. Although Fox's household rat - a surprising second (5.0/16) to NBC (7.1/21). Yes, I'm interested in media. Please send me 1 year of Mediaweekfor $115. 111 Payment enclosed Bill me Charge my: E VisaE Amex E MasterCard Work wonders with Acct. # Exp. Date Name Title Mediaweek Company Address

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Strange Universe, to some 125 stations representing 85 percent U.S. coverage. Marketed Chasing the Spoils of 'Hook' primarily as a late -fringe vehicle, Strange Uni- verse is not likely to pick up many additional Distributors scramble to pick up clearances from yanked fall series clearances from the fallout of King World's Off the Hook, said Ira Bernstein, Rysher president. SYNDICATION/ By Michael Freeman "Am I happy [Hook] is gone? I guess you could KingWorld Productions last week programming for the New York-based stationsay so, but we're already pretty deeply cleared gave the hook to Off the Hook, the rep Katz Communications. "There are a limited in markets where they had stations," said Bern- youth -oriented music -magazine number of time -period opportunities on sta- stein, who added that Strange Universe is sold showthatthedistributorhad tions, and stations feel there is in 48 of the top 50 markets. planned to launch this fall. King a limited choice of programs to Off the Hook,copro- World's decision to put Hook on fill certain daypart needs." duced by the dance -music hold is expected to set off a scramble among There are a handful of new impresario Jellybean Ben- other syndicators for the 40 to 50 market clear- fall strips that have successful- itez, had been one of the ances KWP is said to have secured for the show. ly catered to stations' more intriguing offerings in Hook's station lineup consisted primarilyappetites for "alternative" for- recent years to come from of lower -ranking UHF stations in the top 50 mats.ColumbiaTriStar's King World, best known for markets; about 75 percent of those clearances hour-long Newlywed/Dating hit game shows including were said to have been in late -night time peri- Game block, New World/Gen- Wheel of Fortune and Jeop- ods. Hook's withdrawal and the freeing up of esisDistribution'sAccess: ardy! and The Oprah Winfrey its time periods could be good news for the Hollywood newsmagazine and Show. Those series have con- few remaining freshman talk -show strips that Loveline talk show, and Multi- sistently earned nearly all of were on the renewal/cancellation bubble at themedia Entertainment's "softKing: Unhappy with early - their clearances from Big conclusion of the May sweeps last week. talk" Pat Bullard are all soldfringe prospects for Hook Three network affiliates; Columbia TriStar's Tempestt, which posted a in more than 100 markets and Hook represented KWP's 1.3 rating/5 share average in metered markets have approximately 90 percent U.S. coverage. first attempt to open new channels of business (NSI, April 25-May 21), was down 29 percent Rysher Entertainment reports that it has with independent stations. in share from May 1995 time -period levels;sold its new paranormal newsmag show, Yet King World did not have much market Turner's Lauren Hutton And... (0.9/5) was down 29 percent; and Worldvision's Jim J. and Anne (1.2/5) also dropped 29 percent from year-ago shares. Banking on the demise of those first -year Whether you'rea retailer, a shows are several new talk shows for this fall. national manufacturer, an agency, MGM Television's The Bradshaw Difference, or a PR firm, a single telephone call ACl/Pearson Television's Scoop With Sam & or fax will make your life so much Dorothy and Worldvision's courtoom-themed 0 --- strip Hot Bench are said to be having difficulty easier. Publicitas Advertising eg firming up their station lineups. Station reps Services is the largest specialized estimate that with about three months of selling outsourcing service for processing time left, all three strips are hovering at the 50 - newspaper ads. percent national clearance level, considerably phtill'Lt sip.41°....litial""'41;*1L'....?SuJ'*41biLlii:ip.cSi.:atVls7eAt below the 80 -percent level needed to sell nation- We can do it all: Reservations. th an eiv; ulfniSt4is!Pore,E.R On ..:outsourcin al barter ad time at healthy rates. Insertion orders. Affidavits of MGM Television distribution president Sid g publications. Tear sheets. Material Cohen said The Bradshaw Difference is sold in ervicp v - the larger' ''' 82 markets representing 60 percent coverage. shipping. Invoice. Collection. Cohen said Bradshaw sales are picking up Everything. because stations are pessimistic about the return next fall of Tempestt, Hutton and Jim J. Cohen It's simple. All you have to do is also said MGM will "aggressively go after"' the make that one telephone call, fax vacated Hook clearances. or e-mail today, c/o Publicitas. A Worldvision Enterprises source, who re- Let us do the rest. quested anonymity, said that Hot Bench has reached the 80 -percent sales level. Executives at ACl/Pearson did not return calls to comment PUBLICITASADVERTISING',,SERVICES, INC. on Scoop sales. "The sad reality is that there are a limited The outsource service that's outstanding. number of opportunities for syndicators and stations alike," said Bill Carroll, vp and director of Cal Bruce D. Budnik at 203-978-7800 or fax 203-327-7683. e-mail: [email protected] P.O. Box 4905, Stamford, CT 06907 Offices in Dallas, Chicago, Miami and Los Angeles. Paw sumo suns taw; WTI=mar

11113111111111 Kt MEI OLYMPIC BM I=7.rotTZI OMB IAMB NO ONE ACCENTS THE GENTLEMAN LIKE WE IX). He wants to impress her with his knowledge of wine. Hopefully she won't figure out he ordered #i8 because he couldn't pronounce Echezeaux. Doug _11letr ce Spent two hours on-line with wine connoisseurs. Downloaded 36 reviews. Selected a stunning burgundy. She was impressed. Care to advertise him? Call, Sarah Chubb at 212 880-3410.

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SYNDICATION leverage with the independents, many of which bridges with the independent stations [on were said to be reluctant to commit valuable Hook]," King said. "King World welcomed all early -fringe clearances for the music show. of their feedback as we tried every effort to Multimedia Entertainmentstill has Station representatives said Off the Hook had make this project work." high hopes for its freshman talk show, clearances in less than 50 percent of the coun- As sluggish as the market is right now, Crook and Chase, despite lackluster rat- try, although the show's roster boasted several King said it resembles the period in the early ings. In the May sweeps, Crook and major -market Tribune Broadcasting stations,1980s when three other distributors [Viacom, Chase posted a 1.4 rating/5 share including WPIX in New York and WPHL in Multimedia and 20th Television] failed in their metered -market average (NSI, April 25 - Philadelphia. attempts to launch Wheel of Fortune as a syn- May 21). C and C's household numbers Michael King, president/ceo of King World, dicated strip. Even when King World picked represented a 50 -percent drop in share cited the lack of "quality" early -fringe clear-up the game show from Mery Griffin Enter- from year-ago time period levels. Howev- ances and Hook's high production costs (said toprises in 1983, King said, the company sold the er, Multimedia says that it did not expect be budgeted at more than $300,000 per week) show in only 43 percent of the country in its the clone of Buena Vista Television's Live as the reasons for not going forward for this first season. "Syndication is no tougher a busi- With Regis and Kathie Lee to have strong fall. King, who declined to discuss details ofness today than it was yesterday," King said. initial rating returns, owing to the compa- clearances, said the company remains "bullish" "Obviously a game show like Wheel can be ny's "slow market" rollout strategy with C on Hook as a possible project for the 1997-98 done at lower budget than a magazine show and C, which began last January. The season. Sources close to KWP said some ele- like Off the Hook, and the level of deficit original mandate, says Tom Shannon, ments of Hook could show up on the air soon- financing between the two is signficantly dif- Multimedia senior vp and director of sta- er as part of another show. ferent. Certainly, the economics are not for

tion sales, was to clear C and C in 25 mar- "I'd like to think we built some tremendousthe faint of heart." kets. However, with TV stations around the country desperate to secure so-called "advertiser -friendly" talk shows, Shannon says that clearances have unexpectedly blossomed to 80 -plus markets. "It's not a What Stars Shine Brightest? bad or a great rating, because [Crook and Chase] really doesn't have a universe to `People', Yankelovich pitch networks, studios on rival to Q ratings properly judge its ratings yet," Shannon says of the show's May sweeps numbers. THE INDUSTRY /By T. L. Stanley "Once we get into the October and They can influence you to plunk down lywood community. So far, NBC, CBS and November sweeps periods, that will give your hard-earned money at the box Warner Bros. have signed on, along with Amer- us our truest metered and national reads office, the music store and the sports ican Express and Sprint, Smith said. on the show's prospects." arena, but how successful are celebri- Several television -production and advertis- ties at affecting the way you spend ing executives who attended a recent pitch for PROMAX,the international organization money on products ranging from cars the new service said they think the information representing marketing and promotion and tennis shoes to long-distance services and could be valuable, although they did not pull executives of the electronic media, reports health -spa memberships? out their checkbooks on the spot. that pre -registration for its annual conven- A new survey of 1,000 The project, 18 months in tion in Los Angeles (June 19-22) is pacing media stars is designed to help So far, NBC, CBS and the making, uses more than a 20 percent ahead of last year. Jim Chabin, marketers at the Hollywood dozen key measures of how president of PROMAX, projects that total studios, TV production houses, Warner Bros. have consumers respond to celebri- registration for the four -day conference at advertising and talent agencies ties. Stars like Tom Hanks, for the Los Angeles Convention Center is to better understand the Amer-signed on to subscribe example, rated at the top of the expected to grow about 15 percent from ican consumer and which scale in the fun, cool, up-and- last year, to 6,200 people. Much of that celebrities hold the most sway to the new $35,000 coming and believable cate- growth, says Chabin, is due to the higher with a product's target demo. gories. Sally Field ranked first number of international and new -media The new data, the People/ service, along with among female celebs with con- marketing executives registering for the Yankelovich Pop Monitor Pro- sumers, who said they can iden- confab. The syndication community will files, is being marketed as a AmEx and Sprint. tify with and believe in her. see its presence boosted significantly as competitor to the long-estab- The People/Yankelovich well, as Chabin estimates that more than lished Q ratings (issued by Long Island, N.Y.- monitor queried more than 12,000 consumers 200 distribution companies will be repre- based Marketing Evaluations) that measure how 16 and older, via mailed questionnaires, on sented at the show. Also, with PROMAX much the public knows and likes certain celebs. their opinions of media stars and their likeli- gaining strong exposure for its other re- "It can identify up-and-coming celebrities who hood of buying products endorsed by certain gionalized conferences in the U.K. and could be a good fit with a company's target but celebrities. The study will be conducted twice Singapore, the organization said it plans to who are a good bargain because they're early in each year, with results distributed in early add a pan-European conference next their careers," said J. Walker Smith, a managing spring and in the fall. Yankelovich says it will year, to be held in Barcelona, Spain on partner at Yankelovich. Executives from Time tailor the information to each client-for exam- March 6-7, 1997.-By Michael Freeman Inc.'s People magazine and Yankelovich have ple, identifying a celeb who is considered trust-

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OPINION By Steve Sternberg / Senior Partner, BJK&E Media MEDIMEEK

Editeria-CYief: Craig Reiss

Editorial Director: William E Gloede How Soon We Forget Executive Editor Brian Moran News Editor: Michael Shain Managing Editor: Anne Torpey-Kemph jiust three years ago, CBS was leading second -place ABC by Editors -At -Large : Betsy Sharkey, Alicia Mundy, Cheryl Heuton three share points and third -place NBC by five share Senior Editors: Michael Bilrgi, Scotty Dupree, Michael Freeman, Cathy Taylor points. The press heralded CBS' dominance and wondered Senior Writer: T.L. Stanley Reporters: Mark Adams, Mark Gimein, if NBC would ever be able to climb out of the cellar. CBS' fall Mark Hudis, Anya Sacharow Media Person: Lewis Grossberger from grace was both sudden and shocking (to some). ABC's fall Design Director: Blake Taylor Managing Art Director: Trish Gogarty from grace was both sudden and shocking (to the same some). Art Director: Joseph Toscano Photo Editor: Lisa Bentivegna Just this past season, NBC took the fragmented, multichannel environment. Assistant Photo Editor: Francine Romeo Circulation Mgr: Christopher Wessel lead through little more than stability. The broadcast networks have just Mediaweek Online: Sales/Customer Support Mgr: Bryan Gottlieb

The press heralded NBC's dominance announced their respective fall sched- and wondered how any other network ules to the industry. While NBC is best Publisher: could compete. Three network leaders positioned going in, there are many time Michael I . Parker DISPLAY SALES: NEW YORK: in three seasons. periods that are wide open. While every- Advertising Director: \\ right Ferguson, Jr. NBC's fall from grace one is searching for the New York Advertising Manager: Donna Friedman (which will happen, if not next hit, that is no longer Account Managers: Linda D'Ariamo, Bryan Hackmyer, K i:Lina K. Santafemia, Jeffrey S. Whitmore; SOUTHWEST: Peter this season, perhaps the "Viewers are con- the only essential ele- Lachapelle, Blair Hecht CHICAGO: Peter Lachapelle, Chris Moore; next, or the next) will be ment to move up in the BOSTON: Ron Kolgraf; LOS ANGELES: Ami Brophy, Nancy Gerloff; both sudden and shock- fused. There are more CLASSIFIED: Publisher: Harold Itzkowitz; ing-at least to anyone Sales Mgrs: Julie Azous, Wendy Brandariz, M. Morris, few Picket Fences with a Jonathan Neschis, Karen Sharkey; Rep: Robert Cohen; who hasn't already real- than 110 programs few Nash Bridges may be Sales Asst: Michele Golden ized that this is a cyclical enough. Special Projects Manager: M. Susan Connolly business. NBC currently on the six broadcast We hope the networks Promotion Art Director Katherine Machado Marketing Services Associate: Whitney Renwick dominates Thursday, and have the patience to stick Promotion Associate: Holly Alden to a lesser degree CBS networks, and typi- with programs they Dir. of Manufacturing Operations: Jim Contessa dominates on Saturday, believe in, giving viewers Production Director: Louis Seeger Pre -Press Production Mgr: Adeline Cippoletti but no network domi- cally almost half are a chance to find them, Production Mgr: Elise Echevarrieta nates any other entire and remember that many Production Assistant: Matthew J. Karl night. Times have either new or in new hit shows, both past and Pre -Press Coordinator: Ed Reynolds Scanner Operators: Dock Cope, Joseph Sicilian changed. Virtually every- present, needed time to Deputy Editor/Business Affairs: one has remote control, time periods at the catch on. These include John J. O'Connor and a hit show does not All in the Family, Vice President/Executive Editor: Andrew Jaffe ensure a hit night as it start of the season." M*A*S*H, Hill Street Vice President/Creative Director: once did. There are more Blues, Cheers, and more Wally Lawrence and more cases each year recently, Seinfeld, Mad Vice President/Marketing: of a show not being able to hold onto a About You, The Nanny, Touched by an Mary Beth Johnston Senior Vice President/Marketing: strong lead-in audience. Angel, The X -Files, and Melrose Place, to Kenneth Marks Viewers are confused. There are name a few. Senior Vice President/Sales and Marketing: more than 110 programs on the six As usual, the networks have more Michael E. Parker broadcast networks, and typically than 100 pilots in development as they Executive V.PJEditorinChief: Craig Reiss almost half are either new or in new search for the next ER and Home President time periods at the start of the season. Improvement. These were both instant Mark A. Dacey

That's a lot for viewers to even become hits. We hope they also keep an eye out Chairman: John C. Thom., Jr.: Chainunamm Canes.: W. Pendleton Tudor aware of, much less watch. I often need for the next Cheers, which finished in to refer to my schedule grid to remem- last place during its first month on the BPI COMMUNICATIONS ber what's on, and I do this for a living. air but ended its 11 -year run consistently Chairman. tit rind S. Dobbs President 6 Chiel locative Oliver John Babcock, Jr.

Imagine what the average viewer goes in the top 10. Executive Vise Presidents: Robert J. Dowling, through. For this reason, we are seeing Martin R. Feely, Howard Lander more midseason and even second- or Mediaweek welcomes letters to the editor. Address Dv Via headsets: Georgina Challis, Paul Curran. Anne Haire, Rosalee Lovett allcorrespondence to Editor, Mediaweek, 1515 int Presiders: Glenn lleffennan, Kenneth Fadner (ASM) third -season growth than in years past. Broadway, New York, NY 10036 or fax to 212-536- Patience is obviously essential in this 6594 or e-mail to [email protected]. All letters are subject to editing. May 27, 1996 MEDIAWEEK PAGE 17

HOLLYWOOD Betsy Sharkey Pure Pop for Now People Rich Cronin is betting that advertisers will be able to buy time on TV Land, which It's more than just Arnold Ziffel is poised for a launched with 5.3 million homes on April 29. comeback. In fact Cronin, Cronin's task in the intervening months is to expand president of Nick at Nite's the channel's penetration to 12-15 million homes at a retro shows. Nick at TV Land,therecentlyminimum, establish a ratings track record, and at the launched 24 -hour spin-off ofsame time make sure that TV Land does not cannibalize Nickelodeon'sprime -time the success of Nick at Nite. Nite's TV Land aims classic TV block, is betting "There's no perfect time to launch a channel, but that Arnold has a whole new future in the wake ofthere were a number of things in our favor...One of the Babe's stunning box-office success. After all, Arnold, key ones is that we've had such huge success with Nick at to become a guide the pig who was part of the ensemble cast headed by Nite," Cronin says. Nickelodeon has held its position as Eddie Albert and Eva Gabor of the '60s situation com-the No. 1 cable network for more than a year. Nick at edy Green Acres, was clearly intelligent. Sure, he didn'tNite, with its classic TV comedies that run from 8 p.m. to the eternally hip. have lines, but he had screen time. And charm. to 5:30 a.m., usually holds the No. 2 or 3 position on its Cronin isexplainingthe own-competing against sports, news hoped -for Ziffel return to star- No flipping: With high ratings and movies, both original and theatrical, dom and other potential TV Land for Nick at Nite's block, Croninwhich tend to be the only types of pro- phenomena over breakfast at the saw the potential for a similargrams that can draw a larger cable audi- Beverly Hills Hotel. He's come to channel around -the -clock ence in prime time than Nick at Nite. As conceived, TV Land, which will embrace a much wider range of program genres than Nick at Nite's classic comedy, is really about pop culture as television shapes and defines it. "It has a bigger mission than Nick at Nite," Cronin says. "TV Land is anything that is TV-referential. The idea that struck us is 'everything TV.'" What Cronin doesn't want to have in TV Land is a nostalgia channel per se. While the programming dips into the past, it will skirt very close to the present too. The underlying philosophy in picking shows is to create an eclectic mix of "the good, the weird and the wonderful," Cronin says. That essentially defines the tastes and the reasons that Viacom's research has shown that viewers tune in to Nick at Nite-and by extension what they hope will carry them over to TV Land. "The segmentation study broke [Nick at Nite viewers] into three groups," Cronin says. "One was the wholesome group that really was completely turned off by the broadcast networks. Another group is the escapist group-they've had a hard day and they need to escape and they don't want to watch something intense, something that reminds them of all the troubles in the world." host an upfront presentation for his other Viacom The third category. Cronin says, is the "ironic group. assignment, Nick at Nite, for which he also serves as This group really loves pop culture, and they get a real president. It will be another 18 months before national kick out of seeing John Travolta in Welcome Back, Kot- PAGE 18 May 27, 1996 MEDIAWEEK

HOLLYWOOD

ter, who they saw in Pulp Fiction and thought was great." evolution of television itself that has occurred in lockstep There are overlaps, and within the "ironic group," Via- with the aging of the baby -boom generation-all will com found what may be an audience that will take TV unfold on TV Land. The channel is designed to have its Land beyond the baby boomers Cronin expects will be own personality, distinct from Nick at Nite. No shows run the core viewers. on both services. And because Nick's focus is classic "What we heard from the twentysomething genera- comedies, when the channels compete for audience and tion was, 'We love the classics, but what do you think is share in prime time, TV Land is featuring dramas. really great that we haven't seen before? Show us that,"' The TV Land staff has collected about 100 classic commercials, which the network is using as interstitial programming between commercial "We're competing with all these other networks...we've got to make breaks. Local cable operators that carry TV Land get three minutes of avails each hour- the only advertising on TV Land for now. the most attractive package," Cronin says of the free -carriage offer. "In all our focus groups, people go as wild for these classic commercials as they do for Cronin says. That's why TV Land picked up a show likethe shows," Cronin says. TV Land has dubbed the spots Honey West, an early Aaron Spelling series (1965-66) Retromercials, and a bumper introduces each one: `And about a Madonna-esque female cop/detective (Annenow a TV Land Retromercial..." Even after the channel Francis) long before there was a Madonna. begins selling national advertising, Cronin expects to With shows that range from The Ed Sullivan Showkeep the Retromericals as part of the mix; his team is and The Sonny & Cher Comedy Hour to St. Elsewheredeveloping ideas that might creatively link a Retro with and Hill Street Blues, the channel will provide not only an a current spot for advertisers. escape hatch for viewers who are burned out, turned off TV Land also plans to feature obscure programs that and/or bored with what the networks have to offer but the staff is unearthing with the help of curators at the also a window on our recent past as seen through the eyes Museum of Television & Radio. Those will form the of TV. Styles, attitudes, commercials-essentially thebasis of a monthly special, like a show by then -unknown

Chatting in a small, well -stocked but the most exotic creatures running room away from the crush of the unfettered through the place were the South Hall of the Los Angeles Con- wild animals, including an albino pea- vention Center floor where Dream - cock, which probably got cancelled Works Interactive had a booth during when TV went from black -and -white last week's E3 [Electronics Entertain- to color. ment Expo], Jeffrey Katzenberg was having a great time. Morton's, move over. If you're look- Decked in a sports shirt, tieless, no ing for power players in Holly- wood or celebrity sightings, just drop by a Koo Koo Roo, Los Angeles' heart -healthy grilled -chicken, salad - Katzenberg: Trying to bring movie - and -steamed -vegetables chain. The Backlot... style excitement to the CD-ROM To catch a glimpse of agents and executives, the Koo Koo Roo in Beverly Hills pocket -protector, Katzenberg was CD-ROM enterprise. "The goal," he around 7:30 most evenings is best. For describing the four CD-ROM titles that says, "is to combine the best of both celebs, the Koo Koo Roo in Larchmont Dream Works SKG's interactive divi- worlds." From the casual ease with Village, just a couple of blocks from the sion-a partnership between the studio which the studio chief moves through Paramount back lot, is the place. and Microsoft Corp.-will release in life these days, post -Disney, it looks like On a recent evening, ER regular the fall, just in time for the holiday buy- he has the whole entertainment -busi- Abraham Benrubi, who plays Jerry the ing season. They range from a game ness thing down. admissions clerk, was at the Koo Koo based on the R.L. Stine Goosebumps Roo waiting for his order when two series called Goosebumps: Escape From cross town at the Playboy Mansion, young female patrons spotted him. The Horrorland to Let's Get Cookin', a "vir- which played host to a couple of excitement left one girl momentarily tual kitchen" for kids. hundred E3ers on May 17, Play- choking on her chicken. Heaven only Katzenberg's idea is to apply the fun- mates were few and far between. The knows what would have happened if damental tenets of entertainment to the famed grotto still graces the grounds, there had been a doctor in the house. TWO NEW ACCENTS TO OUR OFFICE

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HOLLYWOOD

young writer Rod Serling is based on accelerated distribution," Cronin that became the inspiration says. "We're competing with all these other for The Twilight Zone. And networks that are owned by MSOs, [so] there are the standards, like we've got to make [ours] the most attractive Green Acres, Hogan's Her- package." oes, Phil Silvers and Petti- The strategy is to bite the bullet short- coat Junction, whose popu- term on the advertising revenue side in the larity Nick discovered while expectation of reaping greater benefits long- researching viewers. term. Experience, Cronin says, has taught Though the loud com- Viacom that with a new cable channel, charter plaints against television advertisers like to lock in long-term, low rates. are building to a roar in this With Nick at Nite's track record for growth, political year, the medium Cronin argues that it made more sense to remains one of the coun- establish the channel and then have more flex- try's few common bonds-Heroes welcome: John Banner ibility and leverage in setting ad rates. a fact that is not lost on (left) and Bob Crane are back Cronin also worried that TV Land could Cronin. Whether you're quickly be cluttered with the direct -response rich or poor, it is likely that you have an opinion about and infomerical-type advertising that has saturated ER and Friends. Television frames our own personal his- many of the start-up networks and cable channels. How tories as well. Cronin has found that whether someone isTV Land looks is not something Cronin takes lightly. He from the Bronx or from Iowa, he or she can talk pas- sent those who were most closely involved with creating sionately and eloquently about Arnold Ziffel (and will, the look for TV Land to the Museum of Television & given the chance). That emotional connection is in part Radio for research. The staffers spent hours watching what Cronin hopes will bring viewers to TV Land. series from the early days of TV and worked to come up The idea for the channel has been brewing for years, with a look for the network that is a contemporary trans- almost since the management team at the 11 -year -old lation of various visual styles of shows through the years. Nick at Nite realized that they were on to something Cronin wanted TV Land to feel familiar and at the same with classic TV comedies. "Once we launched [Nick at time unique. Nite] and the audience response was so strong right out Though launching a new channel is serious business, of the gate, we began having discussions about wouldn'tCronin goes at it with an attitude that staff will be more it be great to have Nick at Night 24 hours a day," says creative if they have fun in the process. The same peo- Cronin, who has spent 12 of his 15 years in the industry ple who program, schedule, market and acquire shows with MTV Networks, the Viacom division that includes for Nick at Nite are doing the same for TV Land. There Nickelodeon, TV Land, MTV and VH1. "About four are frequent brainstorming sessions, and Cronin popu- years ago, we began seriously developing business plans. lates his strategy teams with people from all the differ- I went to [MTV Networks chief] Tom Freston and theent departments. top people at Viacom about every six months for the past Together they have come up with such pressing ques- three years saying, 'Let's do it, now's the time-if we tions as, who has greater powers, Jeannie in I Dream of don't, somebody else is going to.'" Jeannie or Samantha in Bewitched? For one week last year, Nick opened up an 800 number for viewers to vote. Roughly 1.4 million people called Branded networks are going to win in the long term, Cronin says. Nets in that week to register an opinion. Samantha won...by a nose. In another instance, the Nick at Nite folks created and produced a faux doc- "that are collections of shows are going to have a harder time." umentary Brady: An American Chronicle, which traced the relative impact of The Brady Other priorities-like Viacom's acquisition of Para- Bunch series on culture with the same sort of meticu- mount and Blockbuster-intervened, but last August lous care and attention of Ken Burns' Baseball and The Cronin got the go-ahead from Viacom management. Civil War. Those same minds, Cronin warns, are at work Then in September, Cronin made his final presentation on TV Land. to Viacom Chairman Sumner Redstone and got his "The winners in the long term are going to be the blessing as well. Redstone's central concern was whether networks that are branded, that have a loyal audience," or not Cronin's group had created too sweet a package Cronin says. "The networks that are collections of shows for cable operators. are going to have a harder and harder time holding on The deal allows cable operators to carry TV Land to their audiences." for five years at no cost. TV Land provides $1.20 -per - But will the baby -boom generation want its TV Land subscriber in marketing support, along with the three - as much as Generation X wanted its MTV? Cronin has

minutes each hour of local avails. "This whole network his fingers crossed. Free to read. Free to write. Free to everyone.' JUNO

Free InternetEmail a iv aniseju u Lcril or cati Jed Swage -800-267-JUN0 PAGE 22 May 27, 1996 MEDIAWEEK AlicindyWASHINGTON High -Stakes Showdown May 15, a washed-out Wed- this year, few along Tobacco Road flinched. LeBow, who Playing a shrewd nesday, was a day like any controls small -fry Liggett & Myers, was trying to goad other in Washington. Until RJ Reynolds into a boardroom showdown. But when two terrifying news explo- Philip Morris makes nice with the government, everyone smoke -free -kids sions rocked thecapital, notices. Caught by surprise by Philip Morris' move, the forcing some of America's advertising lobbying groups weigh their words when they most powerful, highly paid discuss the proposal. Not an extra adjective or adverb hand, Philip Morris and wired -inlobbyists togoes into their statements, lest they tip the balance. scramble for cover. Grown men and women cried for a "Philip Morris wants to get us out of this gridlock with remote control, pushing and shoving each other as they the government and public -interest health groups," says a has the media right fought over office TVs. Not since Don Imus' night on spokesman for the 4As. "We have to look at the implica- the town has C -SPAN been such a mesmerizing sighttions of their ideas on the right to free speech." to so many. Dan Jaffe, executive director of the Association of where it wants it What's more, the two bombshells were surprisinglyNational Advertisers, says the ANA supports some of well concealed and, as we'll explain, furtively linked. First the Philip Morris ideas and, of course, wants to keep came Sen. Bob Dole's resignation as Senate Majority children from smoking. "But Leader, which was expected, along with his withdrawal ourinterestistheFirst from the political seat he has held for 27 years. That was Amendment protectionof the shocker. A sharp turn of events for the presidential advertising, and we will have campaign, Dole's exit from the legislature was just as momentous for Washington's lobbying crowd. If a deal falls in the Senate and Bob Dole isn't there to hear it, did it really happen? The second detonation came from Philip Morris USA. The tobacco giant put an offer on the table: To pre- vent teenage smoking, it would sharply restrict tobacco advertising and marketing in exchange for the feds withdrawing their FDA troops from possible tobacco regulation. When the smoke cleared over the proposal, the composition of the various forces in the tobacco war had suddenly shifted. Philip Morris was on one side, leading the charge. The White House and anti -tobacco foes in Congress were seen fortifying and slightly adjusting their positions; some peace signals were even detected floating above Leon Panetta's office. The Food and Drug Administration was digging in. Meanwhile, the advertising community and its advocates, as well as some of Philip Morris' competitors, were caught in the crossfire. They'll have the next few months to stake out their turf, as the tobacco issue goes on the campaign trail. In its offer, Philip Morris borrowed from some of President Clinton's initiatives on tobacco-the same legislative package that prompted Big Mo and the rest of the industry to sue the administration. By wrapping selected bans into its own blended proposal, Philip Morris used a classic PR tactic of embracing its enemy. (Among the bans are no cigarette vending machines; no outdoor ads near schools or playgrounds; virtually no sports stadium ads; and limits on print ads and sports sponsorships to reach only overwhelmingly adult audiences.) When Bennett LeBow broke ranks with the tobacco industry and cut a deal over health -liability claims earlier May 27, 1996 MEDIAWEEK PAGE 23

to review the proposal in detail," notes Jaffe. "We-thepriations hearing on the Federal Trade Commission, the tobacco industry, the advertising industry and the gov- tobacco lobby insisted on a statement from the FTC that ernment-are all going to have to sit down to see what only it had jurisdiction over tobacco advertising. The sym- we can come up with." bolic victory got minimal press play. At stake is how the tobacco issue will be painted by By shifting the war from health to stamping out the press and perceived by the public and politicians. Is underage smoking, the tobacco gang hopes to reduce the it a matter of Americans' health versus the tobacco com- threat of FDA attacks. But opening a second front expos- panies? Or does it appear more as a choice between es tobacco and traditional allies to some new risks. The smoke -free kids and free speech? most vulnerable area, it seems, is the breach that will have When the debate was health vs. commerce, the tobac- to be filled to maintain protection for commercial speech. co companies stood to lose politically. Although the GOP For instance, how can the advertising community leadership was unlikely to let the FDA take over jurisdic- staunchly defend itself and the First Amendment with- tion, tobacco and its friends in state houses were unable to out alienating Philip Morris, one of its biggest clients? stop huge lawsuits filed in several states over the costs of Moreover, the ad lobby has to be careful not to alienate Medicare for smoking -related illnesses. And in an appro- the public, whose instinct could be to see the industry as

How can the ad community staunchly defend itself and the

First Amendment without alienating Philip Morris?

a stubborn interest group that won't help a well- meaning Philip Morris and a progressive government work out a compromise-a deal to save the children, at that. "I think the advertising community would be correct in saying that Philip Morris sold them out, undercut them, in essence conceding the whole constitutional issue," says a senior Clinton administration official. "They're trying to solidify their market position. What they've done here is just tee off their competition. I mean, RJR said, 'We'll take a look at the Philip Morris proposal-sometime in the 21st century.' And Brown & Williamson came out shooting at them. This is just another excuse for Philip Morris to run full -page ads about its good intentions in the papers." That too, is the view of the four major Washington- based anti -tobacco groups: The Coalition on Smoking or Health; the Center for Smoke -Free Children; the Advoca- cy Institute (headed by former FTC chairman Mike Pertschuk); and Action on Smoking or Health (run by a class-action lawsuit specialist). Their reaction may have been predestined. Yet their protests play well on the Hill and with parents' groups, and they've fine-tuned their mes- sages for the presidential race to reflect "family values." All of this will surface in a new media campaign aimed at Washington politicians. No, don't expect the health and parents' lobby to suddenly make inroads with Tom Bliley (R-Va.), chairman of the House Com- merce Committee and the tobacco interests' man. But a more narrowly tailored focus on the advertising community's response to Philip Morris puts them on the PAGE 24 May 27, 1996 MEDIAWEEK

WASHINGTON

defensive in the media. cal battle going on here, and Philip Morris' attempt to The blow from Philip Morris came just two days direct it." So be prepared for a run of articles from after a major Supreme Court decision, 44 LiquorMart inside the ad community, not to mention the govern- vs. Rhode Island, which was seen by some in the ad comment, suggesting that this was a clever ploy by Philip munity as a victory for tobacco advertising down the line. Morris to change the press coverage. "First we were celebrating," notes one ad lobbyist. "Then Meanwhile, what does Bob Dole have to do with this? we were in shock." Plenty. Dole has been one of the biggest supporters of Did the 44 LiquorMart decision prompt Philip Mor- tobacco, seeing that some issues got to a vote and others ris to make its offer now? Says an ad association lobby- never got on the floor over the years. He's also been the ist who insisted on anonymity: "I suspect they thoughtrecipient of substantial tobacco funds for his campaign. they had finally scored one win, and that they would find His resignation occurred one day before The Washing- ton Post ran a detailed article on links between Dole and the tobacco industry and Be prepared for a run of articles from the ad community suggesting what he's done for it with his leadership roles. "I wish it hadn't all happened this week," says a staffer at the Tobacco Institute. "We can't that this was a ploy by Philip Morris to change the press coverage. very well give Bob Dole a big send-off now with all this up in the air and the campaign the White House more amenable to a trade on FDA contributions issue going on the front page." jurisdiction. But if that was really their intent, they It probably didn't help that Rep. John Boehner (R - should have coordinated it with some of the other tobac- Ohio) was castigated by his GOP colleagues the same co companies and with the advertising lobby here. Byweek for passing out envelopes containing checks from going alone, it looks like they just wanted to get some the tobacco lobby to other congressmen, right on the floor press, make someone else the scapegoat for a change. of the House. The handouts happened last summer but And, by the way, hang onto their market share." only came to light in May. Even the most hardened tobac- Another ad lobby official, also on background, says,co supporters in Congress had to take a deep breath after

"I'm afraid the press is missing the sophisticated politi- that revelation capped off the week's frenzy.

capital more articles than it needed on the importance of military medals as Below the Beltway. II "history on the chest." Which begat a spate of stories on the relevance of tra- The suicide of Admiral Mike Boorda, in combat undeservingly, the likely fall- dition to a well-oiled Navy in the more the Navy's chief of operations, on out was one perceived blow to his cred- right-wing Washington Times, and a May 17 has left several news organi- ibility too many, and he shot himself. front-page piece defending Boorda's zations and advocacy groups that feed Is Newsweek to blame? The initial right to wear the medals in The Wash- the news in Washington in a fit of soul- reaction from one CBS News reporter ington Post. Opposing sides over Bill searching. When Boorda learned that was: "I can't imagine why they were Clinton's draft history, the Tailhook Newsweek was researching a story on even bothering with this. He took the scandal and the fight to admit women whether he had worn medals for valor medals off a year ago when he learned to Virginia Military Institute has he probably didn't qualify absorbed the two papers' editorial VI lotl. F,111, to wear them." But Boorda, staffs for several years, and now there's 161140.11 ob. Ow kwh,,,., olm.41.11 he l,wl morn, hop al onm.o. that dnwe ad. a target of the traditional a new round of philosophical argument Navy culture even in death, about military regulations and culture. was castigated in several Meanwhile, the Center for National A Matter stories in The Washington Security Studies, which reportedly Times and The Washington offered the information about Boorda of Honor Post for not recognizing the and the questionable medals to gravity of such a mistake. Newsweek and another publication, This in turn has given the has not explained what motivated its C move. No one can find a record of Newsweek's piece Boorda saying, "I don't think anyone on Admiral Boorda can be a military leader until they reminds the press have felt the thud of a mortar shell of its power landing near them." 98 UPFRO

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Fifth anni opened a bottle of 0.ampagne and shared a little Meat Loaf.

Vleat L.D3- o ER Jpscale audierce2 For r-ust: yes. Dinner, probably not. VH1 has hi concentratior cf A18 -='herds of $100,000+ households. Tha 's y they like -her Meat _oaf bud 3rd champagne rare.

We're the passion of the people who love music. MUSIC FIRST TV UPFRONT/May 27,1996 Page 3

Handicapping the Race How willnew owners, and new imperatives, at the broadcast networks change the tenor of this year's upfront market? By Scotty Dupree p.4 Hits? You want hits? Check out this development wish list. p. 38

The Demand Curve The Brandweek staff reports on which marketers have new products, special promotions or fierce market share battles ahead-in other words, who's looking to buy big time. p.8 Which product

categories have the greatest The Negotiators Our roster of the 13 top agency media exec- appetite for TV utives who'll be looking to cut deals in the upfront, including their total TV billings, top clients represented and key negotiators. By Lyn Askey p.18 time? p. 8

In addition Give Them What They Want As head of Sony Television Entertainment, Jon Feltheimer tries to predict the plots and to every- packages that will get the networks to say yes. By Betsy Sharkey p.26 thing else, he's helped Money Follows Cable buyers and sellers agree that adver- cable's rat- tiser money follows rating points. But with cable's ratings way up, does that ings. p. 32 mean there's no room for price increases? By Michael Biirgi p.32

His future's No Laughing Matter With the end of prime -time access so bright... rules, first -run syndicators-from Wheel to ET-face a strong challenge from since he popular sitcom reruns. By Michael Freeman p.34

placed five pilots. p. 26 The Number 1 Game NBC vows to protect its lead position, but ABC is still just a hit or two away from moving on top. And this time, it's personal. By Eric Schmuckler p.36

The E cch Files Mediaweek's own Media Person puts his life in turnaround and comes up with a slate of surefire TV hits. Coming soon: NY Accountant, and more. p.38

Cover Illustration By Terry Miura Page 4 TV UPFRONT/May 27,1996

New owners, and new imperatives, are sureassured that at the end of the 1996-97 TV season, the take will be larger than last year's. to change the tenor of this year's upfront. New management also sees fast-growing revenue lines that were closed off to previous owners, especially from the afterlife of network -owned programming: domestic syndication, interna- Disney and Westinghouse raise the mosttional distribution, video on demand, merchandising. Not to mention possible synergies with theme park or feature film divisions. questions. By Scotty Dupree This upfront will offer the first glimpse of each of the network's strategies for competing in the new TV s any buyer or seller in national TV will telllandscape. CBS and ABC have been quick to say you, this year's upfront market will be athat their new ownership status will have no effect correction-a patch -up over last year'son this year's upfront market, even though it seems panic buying, perhaps a make -good for theinevitable. "The amount of pressure on the network ratings disappointment so many networks suffered this year,couldn't get any larger," says David Westin, presi- maybe even a mark of good will by the networks with new own-dent of the ABC Television Network, who sees rev- ers and those with management looking at the broadcast mar-enue demands as a constant in the business. ket in a new light. The two networks' assertion gets backup from Or maybe not. at least one competitor, however. "I don't know that While the networks maintain that their goal in the upfrontanything has changed in the marketplace since market-now and always-is simply to get the highest price forDisney and Westinghouse made their entrée into the inventory they have available to sell, new owners and newthe field," says Jon Nesvig, president of sales at players almost certainly mean there will be a changed culture inFox. "Their corporate cultures' effect on market- the upfront market, perhaps as early as this year. ing and sales hasn't been seen." The face of the TV industry has been dramatically altered The networks' sales management teams see their over the past several years. News Corp. chairman Rupert Mur-jobs as nearly autonomous in that they are generally doch stepped up his involvement at Fox, not only micromanagingfree to set the market and its boundaries as they see the TV operation but aggressively expanding the network'sfit. But sales, like most other divisions of the net- scope. NBC parent General Electric relented in its attempt toworks, will ultimately be responsible for showing sell the network and made strides to push the former No. 1 net-growth, and if it's not in price, it's got to be in bulk. work back into first place, as well as making successful forays The trend of offering advertisers new -and - into international programming and distribution. Time Warnerimproved network TV time with all sorts of attach- and Viacom forged partnerships in the industry to shore up dis-ments-promotions, marketing programs and tribution outlets, establishing network relationships with sta-packages of combined elements-has taken on new tions designed to guarantee outlets for their programming. Anddimensions as entertainment conglomerates have last summer, both ABC and CBS were bought by conglomeratesmoved into the broadcasting mainstream. Each net- that view network distribution of programming as the key towork has beefed up its marketing department, with success in the TV business. the goal of finding new branding and marketing While it may seem odd, on the face of it, that Westinghouse,strategies both for itself and for advertisers. Disney, Viacom and Time Warner opted to get into the broadcast"They've got more resources now than ever," says network game so late-at a time when the networks are losingone buyer who declined to be named. "They're not viewership to cable, satellite and computers, when advertiserscontrolling the market yet, but by this time next are faced with more decisions and options than ever before-theyear they'll try. They'll be offering all -encompass- network pot of gold is getting bigger by the minute. Witness lasting programs that may look good to the client but year's upfront, which topped out at $5.6 billion. And while thisthat take away the negotiability of the buyer." year's market may not net as many dollars, broadcasters rest NBC is perhaps the only calm pond this year, TV UPFRONT/May 27,1996 Page 5 IS THE heading into the sales season with strong programming and a The ad community expects ABC's new corporate parent to stable team. Just about every other upfront player has new man-make itself felt in this upfront. "Disney is no Mickey Mouse," says agement to please or an urgent strategy to implement-or both.one network executive, who believes that despite the friendly face ABC, now owned by Disney, is suffering from schedule stag-and family focus, Disney will play ball as hard as any other net- nation and has just finished one of the most dismal ratingswork this year and in the future. Disney has already put its exec- sweeps ever. Disney's chairman, Michael Eisner, and president,utives in charge of key roles at the network without outright tak- Michael Ovitz, personally took on the task of overhauling theing jobs or responsibility away from those already there. program schedule for next season. Westinghouse has left CBS's programming in the hands of Page 6 TV UPFRONT/May 27,1996

Les Moonves, who was hired by CBS shortly before the sale.broadcasting," says Warner. "Michael Jordan spoke about this a And while Westinghouse chairman Michael Jordan was said tolot, and he believes that CBS will be a big entertainment have screened all the pilots, the schedule is Moonves' work of art.company, not just a broadcaster." CBS has historically had the strongest distribution lineup, but CBS was a pioneer in marketing programs for advertisers, even that distinction has frayed in recent and those programs, whether mall tours or years as some of its strongest stations on-line opportunities, have become hinges defected to other networks. Westing- for advertisers to buy or increase sched- house's experience in television is pri- ules on the network. Warner and sales marily as a station operator, and with the C. BS may president Joe Abruzzese agree that if CBS acquisition it has more stations advertisers want a special program, they'll than any other broadcaster. That should be back get it. "We're actively looking for ways to help the network patch up coverage take combined resources to build packages weaknesses. The bigger challenge now is for advertisers," says Warner. tobuild upits programming and on track as an The value of branding, the catchphrase increase program ownership. of the '90s, isn't lost on the networks, espe- Westinghouse has been the consum- cially newer ones. The WB has centered its mate new owner-reviewing request entertainment strategy on building a slate of family -tar- lists of network needs and filling those geted programming from which to launch as best it can. It has shown a willingness company. new initiatives. The network will begin a to invest in programming, out -bidding merchandise and promotional campaign other networks to sign Bill Cosby and later this year, playing on its stable of char- Ted Danson for their returns to televi- acters and spokes frog, Michigan J. Frog. sion, and revamping 60 Minutes and CBS This Morning. But"We've executed our focus," says network president Jamie the dust is still settling at CBS, and the strategy of Westing-Kellner, "and it's something that the entire company understands. house may not be as apparent as that of Disney, which is on aIt's an enormous advantage to us. The harder part is for the audi- clear track to build and own product and distribution. ence to understand what they're supposed to get from us." The signal characteristic of the new CBS culture is its diver- Fox, after a long struggle to be taken seriously, has finally sity, argues network president Jim Warner, who likens it to areached pricing parity on a cost -per -thousand basis with the bouillabaisse. "It's a lot of people from different places: CBS andother networks and has made respectable strides toward becom- Westinghouse and Group W and Pepsi. It's not just a meltinging a full -service network. "Now the internal pressure is to be pot," Warner says. Westinghouse may also return CBS to its roleone of four, rather than regarded as an upstart," says one Fox as more than a TV network. "In the long term we'll be moreexecutive. "Murdoch is still to an extent an outsider who tries to broadly focused in entertainment and media, with deep roots instir the establishment pot when he can."

ended-last year the networks sold between 90 and 95 percent of their inven- MEM .. tory upfront-is that advertisers who wanted to buy Friends or ER had to wait, So what about this year? The The theory that less inventory will selltake fewer spots or supplement their upfront is almost sure to be twothis year is fueled by several elements.flights with inventory elsewhere, because things: long and short. Long on theOne is the belief that advertisers won't atwhat they wanted just wasn't available. amount of time that agencies and net-this point pony up the extra dollars that The feeling among most buyers and works spend hammering out deals, com-would push the market over the top. Per-sellers is that the total market will peak pared with last year, and short on thehaps later in the year, as new products hitat about $5.2 billion, with cost -per -thou- total dollars up for grabs. the market, advertisers will find moneysand increases in the single digits. NBC "We hope for a smaller upfront thisfor added campaigns. Another reason is is expected to gain 8 to 10 percent in CPM; year," says one network sales president,that each network is showing a newABC and Fox are expected to come in at perhaps an odd wish given bottom -lineaggression in its programming strate-the 4-6 percent level, and CBS is likely to pressures. But the networks sometimesgies; the networks stand to recoup morewrite the lowest increases, at 2 -4 percent. limit the amount of commercial time they dollars in scatter if new shows pay off inThe WB will seek CPM parity with the sell in the upfront and reserve it for saleratings. Many agencies feel the same other broadcasters. UPN, selling a new later in the year-in the scatter market-way; if a show is a hit, they'd like to be target and revamped sched- in hopes the time will command a greaterable to get into it after it proves itself. ule,shouldgetmodest price then. One of the problems with the season justincreases. -S.D. REE WORLD PREMIERES

CRACKER

AGATHA CHRISTIE MYSTERIES

POIROT

A TOUCH OF FROST

DALZIEL & PASCOE

SILENT WITNESS

INSPECTOR MORSE

MYSTERIES

For the 1996-97 season, A&E will present world -premiere episodes of its unpredictable Mysteries series, including the darkly intriguing "Cracker." These A&E favorites have developed a loyal following and present advertisers with an ideal opportunity to reach those people who spend their time well. TIME WELL SPENT Page 8 TV UPFRONT/May 27,1996

o one will argue the power of a good net-extent, Discover to have banks issue their cards, a la Visa and work sales exec in the upfront season. ButMasterCard. If that happens, it would add even more fuel to a on the other side of the table, creating thecategory already on fire. Bring- actual demand for all those minutes of timeing the banks on board, however, and grosses of ratings points, are the rep-is a political football of such resentatives of the buying side: the mar-gargantuan proportions, most keters. New products, glitzy promotionsindustry observers consider it and battles for market share all help whip up a competitiveunlikely. -Terry Lefton frenzy. And for the sellers of media, marketing battles-whether between Coke and Pepsi, Chevy and Ford or Windows andEntertainment Mac-mean only one thing: greater demand for their time. AndTwo words will drive advertising that, of course, offers a good excuse for that extra percentagedemand in the entertainment point of CPM increase they'd like to slip in this year. sector: strategic alliance. The In the sections below, the editors and writers of Brandweekbroadcast networks have been forming these far-reaching, open up the early advertising plans for some of the nation'smulti -project deals over the past year or so, typified by Fox's biggest marketers, with an eye on determining who will come toalliance with MCI. Cable channels with the power to do so are the upfront table the hungriest. starting to join in (Nickelodeon is holding hands with Kraft Credit CardsThe consumer appetite for credit seems to have no bounds-the credit card business has wit- nessed two consecutive years of 20 percent - plus growth-and advertising spending in the $335 billion general-purpose credit-card category is following suit. In many cases, brands and their bank issuers are spending disproportionately to their market share in HE DE1111fi an attempt to grab customers before T appetites shift. Category leader Visa will continue to Which marketers head into the upfront with theme spend heavily this year to leverage its top - tier properties. After a likely Visa blitz during the Olympics, expect strong support behind its NFL sponsorship. The NFL link got plenty of promo-Foods). Movie studios, which are increasingly linked to networks tional and ad support last year,through corporate parentage (Warner Brothers, Paramount and even though, by Visa's ownDisney are now in the game along with Fox), are also looking for admission, it acquired the spon-these arrangements, preferring them over the one -shots now sorship too late to do as much ascreated for a particular film. The result? A steady stream of pro- it wanted with the nation's pre-motional support for the entertainment producers, the opportu- mier sports sponsorship prop-nity to closely link to and leverage popular shows and movies for erty.Likewise,MasterCardthe partners, and increased product awareness-like it or not- acquired an NHL sponsorshipfor consumers. late last year and can be expect- Studio and network marketing execs talk about walking a fine ed to put more behind that effortline between being clever and being intrusive, but there's no this year. doubt we'll be seeing more big brand names woven into the fab- The extension of co -branding into the mass -market retailric of TV and film scripts. The music business, meanwhile, is arena should also spur category spending. Wal-Mart and Kmartwaking up to the potential of cross -promotion to bolster its rela- both are expected to announce co -branded card programs beforetively flat sales. This is largely thanks to the lead of country the end of the year. Meanwhile, new -product intros, includingartists, who don't shy from making appearances on the Nascar smart cards that contain computer chips and branded debitcircuit and other events where their fans spend their hard- cards, will make splashy appearances in the marketplace. earned money in abundance. One of the larger question marks in the category is the Although the studios always spend big on TV and newspaper announced intention of American Express and, to a lesserads during summer blockbuster season, summer '96 will be rel- TV UPFRONT/May 27, 1996 Page 9

atively quiet due to a lack of big sequels and, if you believe theway Tagamet HB stole share from SKB cousin Turns. The chal- studio marketers, competition from the Olympics. Things shouldlenge for these companies is to reposition the older brands by pick up later in the year with a spate of big releases, culminatingtapping their core equities, while creating new opportunities for in next summer's competition between the Jurassic Park andthe offspring. -Sean Mehegan Batman sequels, the last part of the Star Wars trilogy re- release, and several big sci-fi movies, such as Columbia's Men inAthletic Shoes The so-called Sneaker Warsare Black and The Fifth Element. -Marla Matzer no longer an issue in the athletic footwear category. Nike has Health & Beauty Aids The health cate-established its dominance and gory has seen a number of high -profile drugs go from prescrip-continues to build sales by 30 tion to over-the-counter status recently as manufacturerspercent -plus.Reebokisre- respond to the public's increased willingness to self -medicate.trenching, with marketing purse The availability of the new drugs has instantly transformed theirstrings now in the hands of respective categories. strategic marketing vice presi- Perhaps the best-known example occurred after stomach -dent John Watson. The question acid antagonists Zantac 75, owned by Warner-Lambert, Johnsonfor media is where the new & Johnson -Merck's Pepcid AC and SmithKline Beecham's Taga-money, if any, will come from. Nike will continue to spend its requisite $120 -million -plus on advertising next year. Reebok may slack off its standard $75 million in direct proportion to sales declines, but there is a floor: It must maintain a strong voice to help keep its remaining share. Both companies are focusing on property sponsorships, ownerships and grass -roots sports associations and are looking for more efficient media, not simply more media, with 1110 CURVE which to leverage those associations. Nike has shown a willingness to experi- voracious appetites? The Brandweek staff reports. ment with a middle tier of regional and locally oriented advertising that plays up, say, a home -town athlete endorser who might have more relevance in a particular met HB went OTC, turning an $800 million antacid category intomarket. Obviously, it has the athletes for it. As for Reebok ini- a $1.4 billion segment. The three companies spent an estimatedtiatives, look for it to experiment heavily in new media such as $100-125 million apiece on the launches. Another acid blocker,the Web. Axid AR from Whitehall -Robins Healthcare, recently received Upstart Fila continues to make bold strategic decisions in federal clearance for over-the-terms of its endorsement roster. With the NBA's Grant Hill and counter availability, thus ratchet-Jerry Stackhouse out front, Fila has created hip, humorously ing up the competitive climate onecreative advertising in the mode of Nike 10 years ago. The atten- more notch. That's expected totion -getting spots also leverage a budget well beyond $50 million have a comparable impact on adthis year. Adidas, the other second -tier marketer similarly boom- spending. ing, does not appear likely to reinvest its growth revenues into Other categories undergoingtraditional media anytime soon. It has made its comeback dramatic change are the smok-largely on the strength of grass -roots efforts and a smattering of ing cessation and eye drop seg-local ads. Management appears intent on staying the course, and ments. New nicotine patches andAdidas likely won't break the $10 million mark by much. chewing gum, plus antihistamine-Matthew Grimm eye drops currently going OTC, are sure to expand the segments, but it remains to be seen how first -generation productsApparel/Retail Sara Lee will survive. For example, Pfizer's OcuHist, a new antihistamineCorp., the world's largest maker of apparel eye drop (with an expected $3 million launch budget), will no(its brands include Hanes, Champion and doubt steal share from the company's older brand, Visine, theL'eggs) will have wrapped up its massive Page 10 TV UPFRONT/May 27,1996

Olympic marketing effort by the time the new TV season starts.ducting a review and intends to have a new agency at work over But the industry will be in the midst of its busiest time of thethe summer cooking up its latest message. year. Fall is fashion. The magazines are fat with designers' ads, Budget and competitor Alamo Rent A Car both unveiled new the airwaves crowded with new campaigns from deep -pocketedcampaigns last year and are expected to reinforce them with apparel manufacturers and their retail partners. increased media this fall. And vacation travel ads will reappear August kicks off the apparel ad frenzy with Levi Strauss &in October and November. Spending is expected to be particu- Co. and Lee jeans, a division of VF Corp., traditionally breakinglarly strong from the cruise industry. Its trade association is new denim campaigns. This fall,working on a television campaign to launch later this year, and Levi Strauss will also be buyingluxury cruise company Cunard is planning its own effort. Car- time for its latest brand, Slates,nival has always been aggressive in the market, but Princess a dress -pant line that is meant asCruises, which is entering the busy Florida market this year, is a step up from the company'sexpected to make quite a splash as well. -Elaine Underwood khaki collection, Dockers. The Slates brand is positionedAutomotiveAs of May 1, car and light truck sales to take advantage of the casual -were up 6.2 percent this year, led by an 18.9 percent increase at dressing trend, as men increas-Chrysler Corp. Industry analysts say trucks and minivans will ingly wear pants and sportcoatsstay hot through the year, while most sedan sales will be strong instead of suits to the office-thatas well; sports cars are the only expected weak link. As a result, is, when they aren't wearing jeans or khakis on the job, of course.the automakers' advertising and marketing budgets supporting Hot label Tommy Hilfiger will launch Tommy jeans in August as'97 models this fall will likely exceed last year's spending, based well as a fragrance for women, both to be supported by televisionon stronger -than -expected sales. advertising. General Motors leads the Retailers Sears and J.C. Penney typically stake out largepack with product introductions national positions in the ad scene, and this year will be no excep-this fall. Saturn will push its new tion. Both have devoted more resources recently to advertisingtwo -door coupe, and GM has their private -label apparel brands. three new minivans to sell: the After years of following the real estate as advertising adage,Oldsmobile Silhouette, the Limited Inc., which operates the Victoria's Secret, Limited,Pontiac Trans Sport and the Express, Lane Bryant and Structure apparel chains, has easedChevy Venture. The auto giant into television, testing ads for Limited, Lane Bryant and Victo-also has a number of new or ria's Secret. The company, buffeted by seesawing sales, has sud-newly revamped car brands to denly expressed an interest in using national advertising to spurpromote Cadillac launches a new entry-level luxury sedan, the sales. Imagine. -Elaine Underwood Catera; Chevy re -introduces the Malibu, and Pontiac launches a redesigned Grand Prix. Ford, meanwhile, will launch the Expe- TravelFall signals the beginning of the business traveldition sport utility vehicle to challenge the mid -sized Chevy season, a welcome relief from a summer of cut-rate, no -frillsTahoe. Chrysler will gear up for GM's challenge to its minivan vacation travelers. The airlines, hotel companies and car -rentalsales and possibly launch the new Dakota pickup truck. companies, taking note of the seasonal upsurge in business and Among the Japanese car makers this fall, Toyota launches its convention bookings, ramp up image ads and push their specialnew, high -volume Camry, Infiniti kicks off its new Q45, and programs for business travelers, Honda debuts a new Prelude. The pending Acura review could such as first-class cabins and also release a fresh wave of advertising for Honda's luxury line. concierge floors. In the European car segment, Audi and Volvo launch new vehi- British Airways tends to lead cles, while Mercedes and BMW will be spending heavily to the way in front -of -the -plane maintain strong sales of models unwrapped this year. marketing. Through spring '96, The industry has already upped ad spending on the dealer it ran ads comparing the cushy level because of healthy sales; the corporate side should follow onboard seats to nap time in in the fall. -Steve Gelsi mom's arms. This fall the skies may be dominated by American Food How'sthis for irony: Consumer and trade promo- Airlines, which has invested mil- tion are driving food marketers' media buys these days. lions in upgrading its premium cabins and is expected to rein- At the top of the industry's marketing -strategy "in" list is force that with targeted advertising. customized local advertising. Slowly working its way to the top of Hyatt Hotels and Resorts has a new agency, Cramer Kras-the "out" list: couponing. If food companies continue to spend selt, set to launch a fresh campaign this fall. And Holiday Innless on coupons, will that translate into more media advertising? Worldwide, having parted ways with Young & Rubicam, is con-Probably. Will that mean juicy network buys? Keep dreaming. Comedy Central has the highest concentration of high income viewers of all basic cable networks: And with the size of their portfolios, they're just waiting to be taken advantage of.

*Source: NHI. PNF, Full )Ear 1999. M -S 9a -la, HHI S6olc. VPVH. All ad support :able networks. Qualifications available upon request.

With an exciting lineup of newly announced shows#1our network, goal onLid topfor your 1996-97it'sof an tobrand. alreadybe isTHE not powerfulnetwork just to be forschedule, the you Page 14 TV UPFRONT/May 27, 1996

There are two people that food manufacturers want to keeproughly $60 million, and the budget behind Original Coors could happy, and neither of them is a network exec. To keep the groceralso grow substantially, depending on the brewer's perception of satisfied, food marketers are channeling more of their advertis-how well its restaging is proceeding. ing budgets into retailer -specific campaigns, with TV spots cus- The new -product churn in this category means that cam- tomized to include the names of key grocers (read: local TVpaigns swell and subside at a furious pace. Ice beers, which got buys). To keep the consumerbig support in 1994, have been plummeting in sales, with some of contented, food companies arethe slack being picked up by lower -cost ice brands such as Busch spending more of their time andIce and Natural Ice, which typically get less in advertising money at the supermarket shelf,spending. on price cuts and value-added As for craft brewers, any hopes that they will grow into major promotions. Increasingly target-TV advertisers may be misplaced. After experimenting with TV ed advertising will also drivein 1994, Pete's Brewing has decided not to repeat the process. more direct mail, spot and cableSamuel Adams brewer Boston Beer has also wrestled with buys and the like, to the chagrindoubts over the effectiveness of television and probably won't be of the broadcast networks. a significant buyer this year. -Gerry Khermouch But big brands still need some big ads. Watch for leaders like Kraft Foods to leverage their brandSoft DrinksSoft drink marketers will be scram- portfolios' collective weight in media buys as well as in-store.bling for a piece of post -Olympics buzz this fall, and they'll be Kraft is expected to increase its ad and promotion spending near-looking to television advertising to reinforce major core brand ly 10 percent this year, bringing its total close to $900 million. Andinitiatives. With consumers' thirst for quirky new age entries every packaged goods company will be watching how much Proc-fading, marketers will be refocusing on flagship colas, waters ter & Gamble advertises in its coupon -free test zone in upstateand, to a lesser extent, seasonal juice entries. New York. There lies the future. -Betsy Spethmann Coca-Cola is expected to partner with ABC's new Clueless (based on the hit film) on a fall marketing deal, likely modeled Beer The confusingwelter of new products in a fragment-after this year's Diet Coke pro- ed market doesn't mean brewers aren't spending barrels of dol-motion with NBC's Friends. lars on network ad efforts. Proof: This year's intro of MillerPepsi -Cola,meanwhile,may Beer, a new flagship brand from Miller Brewing that is intend-extend its "Pepsi Stuff" continued to invigorate its entire premium family. ity program as a local option The $60 million -plus campaign rolled out this spring, whenbeyond its Oct. 31 cutoff date, Miller was continuing to spend heavily against several other pre-giving consumers extra time to mium and above -premium brands, including Miller Lite, Lite Ice,redeem merchandise. Miller Genuine Draft and two from its Plank Road Brewery, Red Either way, Pepsi, Coke and Dog and Icehouse. What's new is that Miller has been going tothe rest of the usual suspects will progressively more elaborate split network buys, allowing thestock up on ratings points to use brewer to target ads behind particular brands to the part of theagainst themed events leading up to Halloween, a heavy stock -up country where they can get the best lift. In part because of signif-window for beverage firms. Coke will draw on its stable of NFL icant dollars behind new entries, Miller's ad spending in 1995players for a program that this year promises more latitude for surged to nearly $250 million, from $216 million in 1994, per Com-bottlers in local market buys. Pepsi will join with sister units petitive Media Reporting. Frito-Lay and Taco Bell on a Goosebumps-themed event tar- Also giving a huge push to its geting kids and parents. core brands will be market One of the bigger surprises of the last two years has been leader Anheuser-Busch, coming the embrace by Generation X-ers and their younger siblings of offa monumental Olympics lemon -lime cola alternatives. Taking advantage, Sprite will effort this summer. Although its reactivate spending in November for the start of the NBA sea- U.S. volume is roughly double son. Mountain Dew likely will be more visible in the fourth Miller's, ad spending in 1995 tal- quarter than in previous years, as it continues its $10 million lied about $260 million, not much beeper promotion offering teens a chance at big prizes. more than Miller. Juice -drink firms, from Mistic Beverages to Ocean Spray, The third member of the Big will trot out more seasonal drinks in their bid to jump-start Three, Coors Brewing, has cut ad spending as it wrestles withfall sales and hang onto their post -summer shelf space. And financial pressures that have encouraged it to focus on its corelook for all players in the category to move quickly on diet brands at the expense of newer entries such as Zima Clearmalt,drink reformulations in early '97, should the Food and Drug which might be in for a repositioning. Coors Light, by far itsAdministration act on a batch of new sweeteners awaiting most crucial brand, likely will continue to be well -funded atapproval. -Karen Benezra Behind everything we do is a great studio where it all happens - the lights, the cameras, the action of making great entertainment.

1! S STUDIOS

COMING SOON

'}ilLTSANETWORK Announcing USA Studios. Producing innovative programming. Producing value for ouradvertisers. New York 212.408.9138Chicago 312.644.1522Detroit 810.353.1200Los Angeles 310.201.2300 Page 16 TV UPFRONT/May 27, 1996

Fast FoodWith restaurant players turning up the BBDO, Los Angeles, is in worse volume on new -product initiatives, barely a week passes withoutfinancial straits than ever. That a hype -filled debut that promises tastier pizzas, crunchier frenchgives it all the more reason to get its fries or simply larger portions. Because many of the newcomers message out against the din ema- are actually line extensions and not innovative breakthroughs,nating from the Intel/Windows they trigger quick responses from competitors. The resultant camp of IBM compatibles; of course, extra spending is fortifying Apple's cash woes to media types, at least. also makes it hard - Case in point: McDonald's er to find available new Arch Deluxe versus funds for the expenditures. Burger King's Whopper. pple ' Packard Bell Electronics, after promising a McDonald's cranked up its a branding campaign for years but never deliver- public relations engines for ing, may actually create some advertising this the May 9 launch, targeting image year, as it fights to maintain its retail suprem- 62 percent of households acy and gets funding from Japan's NEC. For tuning into TV that day woes cry out for Packard Bell in the past, co-op has been king, using network TV cable, ad -wise. radio and print. Estimated Another unknown, so far: how much money a spending behind thefull advertising, but flock of Japanese newcomers to the home -PC Deluxeline,whichwill market will dedicate to TV Among them, Sony include chicken and fish has the most powerful brand platform upon items by fall, is expected to can it afford to which to build. But previous entrants to the PC hit $200 million this year wars have chosen to take things slow. Even Burger King shot back compete? Hewlett-Packard, when it launched its Pavilion early with network and spot home -PC line this year, was careful not to gen- TV buys for its breakfast erate consumer demand it wouldn't be able to menu, then switched to new fill. -Gerry Khermouch Whopper ads from Ammi- rati Puris Lintas, pitting its flame -broiled burger against the Consumer Electronics The big ad fried one from McDonald's and reminding consumers, "There's money in consumer electronics this fall will be behind the new nothing like an old flame." BK, which added $50 million to its '96Nintendo 64 -bit game system, poised to do battle with Sega and marketing arsenal, is likely to con-Sony in the hot segment. Nintendo is expected to launch a TV tinue using its flagship burger and a campaign behind the effort, while its rivals will no doubt spend mix of limited -time sandwich spe-heavily to defend their turf. cials to counter its chief rival. In home electronics compo- Expect PepsiCo's KFC, Pizzanents, RCA will continue to Hut and Taco Bell units to alsoadvertise heavily on sporting increase media spending againstevents to back up its big -screen family audiences to support new andtelevisions and home theater sys- existing products. On the promo- tems, also the domain of rival tional front, all the majors willSony and high -end Hitachi. reprise football-themed events and other vignettes on fall week- The current explosionof end game telecasts. Boston Market and others in the "home-direct satellite TV systems will meal replacement" segment are also expected to dial up adver-continue in the fourth quarter as tising during holiday periods. -Karen Benezra Echo Star, Alpha Star and Prime Star all gear up to challenge the big 11 consumer electronics companies, from Sony to Pana- Personal ComputersWith the personalsonic and Hitachi. computer industry headed toward a likely shakeout, the projec- The big question remains the fate of the launch of digital tion for TV spending is more money coming from fewer players.video disc players, seemingly stalled by lack of an industry stan- Among the sure things, IBM and Compaq no doubt will continuedard and little movie studio support. If the hardware players to spend heavily on their brand names, and fast -rising Hewlett-don't get the movie titles needed to market the product, they Packard is expected to back its home -PC incursions with may put off the launch and run other ads to fill their fall media increasing media weight. buys. Par for the course, co-op spending by Circuit The outlook for others is uncertain. Apple Computer, long-City, Best Buy, Tops and Nobody Beats the Wiz will criticized for underspending on the elegant ads produced by also add to the media mix this fall. -Steve Gelsi Life Is Your Business. Make The Most Of It.

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THE NEGOTIATOIS: la TOP AGENCIES between the clients and BBDO the networks stand National TV Billings: $675 million Steve Grubbs, senior vice president, director of national television buying, 16 upfronts the negotiatiors. Here we list Top Clients '95 Natl. some of the agency media Represented TV Billings General Electric $21 Gillette Co. 85 executives who cut deals in the Pepsi -Cola 95 Pizza Hut 72 Visa 97 upfront and throughout the yek year, and their top clients rep- National TV Billings: $610 million resented in this year's market. Daniel Rank, executive vice president, director of national television and radio, 16 upfronts

National television billings Top Clients Represented Dean Witter Discover for 1995 are in millions, from General Mills Helene Curtis Hershey Competitive Media Reporting MCA data. All other figures are Ogilvy & Mather Adweek estimates. Agencies National TV Billings: $700 million Peter Chrisanthopoulos, president, broadcast may not have buying duties and programming USA, 12 upfronts Top Clients '95 Natl. for all brands of the advertis- Represented TV Billings American Express $97 Kimberly-Clark 66 ers listed. IBM 113 Paramount Studios 61 Sears 189 Compiled by Lynda Askey

At fX,we're finding new viewers everyday with KAJOR LEAGUE ME: the combination of fresh origirals,TV hits, and year-round sports. /24 IR We pick up the audience you want with (Dig -la's lisomm like our real life reunion show, Lost & Found. -V hits like ZONI1NG the award -winning drama, Picket Fences. And our new schec_le IN 1997 Min of year-round sports, including College Football and Major League Basebcil. So, to mach HMS more people who are really involved with their viewing, get together with fX.

To advertise on fX, call Guy Sousa, SVP Ad Sales (212)802-4301 ellerman (404)256 -7667 Central: Chris Brady (312)494-2901 West: Elena Gut. 69-3105 Major League Baseball, the Major League Baseball silhouetted batter logo, and the Atlanta Braves t-adema are owned ay ML3 P-operties, Inc. and/or the Atlanta Braves baseball club. rt ATASINATAS TM & ji996fX Networks,inc. All rights reserved. 01996 ESPN, INC.

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Men love their sports. Thus men love their ESPN. And now that we have worldwide networks, radio, targeted opportunities, integrated events and on-line capabilities, we're constantly on a man's mind. With the exception, of course, of a brief interruption every 27 seconds. For more information, erage man thinks about sex. me, he's all ours.

call Mike Gannon in N.Y. at 212.916.928h, ESPN in Chicago at 312.228.5800, imammiimr Ted Andrusz in Detroit at 810.641.1540, Dennis Murphy in L.A. at 310.358.5381 or Michael Fox for International at 212.916.9273. ESPN. Now much more than cable TV Page 22 TV UPFRONT/May 27,1996 =Mahon McCann-Erickson Grey Advertising National TV Billings: $750 million Jon Mandel, senior vice president, director of national broadcast, 20 upfronts

National TV Billings: $850 million Top Clients '95 Natl.Other Key TV Billings Bill Cella, executive vice president, Represented Negotiators: broadcast and programming, 5 upfronts Block Drug $40Susan Mor- Domino's Pizza 51 ganstein, Other Key Negotiators: Mitsubishi Motors 43Donna Spe- Joel Segal, executive viceresident, SmithKline Beecham126ciale, both vp, director of nationalbroadcast Pharmacia & Upjohn 64manager natl. broadcast Top Clients '95 Natl. Represented TV Billings Coca-Cola Co. $158 First Brands 17 J. Walter Thompson Johnson & Johnson 116 Nestle 262 National TV Billings: $1 billion Sony Pictures Entertainment 85 Jerry Dominus, senior partner, director of national TV and programming N.Y., 30 upfronts The Media Edge Top Clients '95 Natl.Other Key Represented TV BillingsNegotiators: Eastman Kodak $45Ron Freder- Ford Motor Co. 275ick, senior Sprint Corp. 137partner, dir. Unilever 294natl. broad- Warner-Lambert 235 cast, Detroit & Chicago

Leo Burnett National TV Billings: $600 million National TV Billings: $1.2 billion Aaron Cohen, executive vice president, Dick Hobbs, executive vice president, broadcast/programming dir., 22 upfronts director of media worldwide, 34 upfronts Other Key Negotiators: Top Clients '95 Natl.Other Key Fred Dubin, executive vice president, RepresentedTV BillingsNegotiators: national broadcast director Hallmark 47Jack Klues, Kellogg 410svp, director Top Clients '95 Natl. McDonald's 420of U.S. media Represented TV Billings Nintendo 59services; Sally AT&T $324 Wiley, svp, E & J Gallo 12 media dir. KitchenAid 6 La -Z -Boy Chair Co. 10 S C 1 EIN.0

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PM cr,sc,..rADLINE NEWS, THE WEATHIL ' 'ELAN' VIII. SPECIFICATIONS FURNISHED WELCOME TO THE EDGE I. Page 24 TV UPFRONT/May 27, 1996 malignly.* SFM Media Young & Rubicam National TV Billings: $675 million Robert Igiel, executive vice president, director of broadcast, 20 upfronts

National TV Billings: $620 million TopClients Other Key '95 Natl. JerrySolomon,president,national Represented TV BillingNegotiators: broadcast, 30 upfronts CadburySchweppes $84 Susan Rowe, Clorox 97 senior vice Other Key Negotiators: Colgate-Palmolive 79 president, Ray Dundas, svp, national broadcast; KFC 85 manager of Jeff Karch and Jason Kanefsky, both vp, Lincoln-Mercury 118 national natl. broadcast broadcast Top Clients '95 Natl. Represented TV Billings Hunt Wesson $16 Zenith Media Isuzu 44 National TV Billings: $900 million MCI 227 Primestar 23 Peggy Green, executive vice president, Volvo 15 director of national broadcast,9upfronts

TopClients '95 Natl.Other Key TeleVest RepresentedTV BillingsNegotiators: General Mills $56 Helen Little Caesars 48 Tocheff, svp, MGM/UA 19 manager of Toyota/Lexus 49 national broadcast

TN Media National TV Billings: $950 million National TV Billings: $1.7 billion Alison Danzberger, senior vice president, director of national broadcast, 20 upfronts Irwin Gotlieb, president and ceo Other Key Negotiators: TopClients '95 Natl.Other Key Rino Scanzoni, executive vice president, Represented TV BillingsNegotiators: director of national broadcast Coors $61 Mike Stone, Frito-Lay 66 senior vice Top Clients '95 Natl. Levi Strauss 84 president, Represented TV Billings Nabisco 59 associate Burger King $173 SC Johnson & Son 91 director Kraft General Foods 351 Mars Inc. 167 Procter & Gamble 1,000 dome of the hottest stars on FOX

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FOX ranks #1 or #2 5 out of 7 nights among Adults 18-34.

Source: NTI, 9/18/95 - 5/5/96, Total Prime -Regular Programming Mon.-Sat.8-11p/Sun 7-11p

As head of Sony Television Entertainment,Feltheimer was put in charge of both Colum- bia Pictures Television and TriStar. Then last Jon Feltheimer tries to predict which plotsJuly, virtually all of SPE's global television operations were folded into his domain. Feltheimer's hand is now in everything and packages will get the networks to sayfrom prime -time series development to animation; syndication, both first -run and off - "buy." By Betsy Sharkey network; new cable channels like the Game Show Network; international production and onFeltheimerislookingovera hugedistribution; and the creation of international medical -evacuation helicopter on Stage 28,TV channels, working closely with SPE cor- where Married... With Children is usuallyporate executive vice president Dennis Miller, shot, on Sony Pictures Entertainment's backwho oversees television for SPE. Yet it is cre- lot in Culver City, a few miles inland fromating content,i.e., prime -time television Southern California's Venice Beach. The helicopter is parked onseries, that remains Feltheimer's first love. the rooftop set of On Call, a new comedy pilot for CBS that was Under Feltheimer's aegis, Columbia and developed by TriStar Television, one of several television pro-TriStar went into this current network devel- duction entities and a critical piece of the pie that Feltheimeropment season with more pilot orders, 20, oversees as president of Sony Television Entertainment, SPE'sthan any of its competitors. There were 14 television division. half-hours, spread across all six networks, and "I assume we didn't buy it-yet," says Feltheimer, with a nodsix dramas. Feltheimer knows, and reminds to the chopper. That draws a wave of laughter from the cast andme during a conversation some weeks before crew, who are waiting to do a run-through of the show for CBSthe schedules were announced, that the real prime -time chief Leslie Moonves, who at the time was just threetest of any studio's development season is ulti- weeks away from announcing his fall schedule. (On Call didn'tmately how many of those pilots end up as make it for fall but is now a candidate for midseason.) series orders. Of the approximately 180 pilots "This pilot season was late, and it's been crazy. Shows weredeveloped this year, only 37 ordered late, so we're taping on weekends, doing run-throughsgot orders and the chance Feltheimer's and table reads," the 44 -year -old executive told me earlier thatto grow into series. Any Columbia and day. He was ensconced in one of the white, overstuffed chairs ofsatisfaction he ventures TriStar studios his country -casual office in what is called the Mansion, an ele-about the various TV pilots gant white Southern plantation -styled building that gracesis tempered by that reality. had more pilot Culver Studios, another of Sony's production facilities. "But I'm By press time, NBC had orders, 20, than very fortunate," he says. "I wake up in the morning at the beachordered a Columbia Pic- any competitor. and I go to sleep every night at the beach and I get to sit theretures drama, Dark Skies, on the deck for at least a half hour and contemplate my life." for its new Saturday night Five were picked There is much to contemplate these days as the sun rises anddrama block, and UPN had up for fall. sets on Feltheimer's Malibu home. His position as head of STE,pickedupaTriStar a post he has held for just under a year, gives the 44 -year -oldcomedy, Top of the Stairs, starring Cosby Show alum Malcolm- executive wide-ranging responsibilities both here and abroad.Jamal Warner. Feltheimer had placed two pilots at each network. Feltheimer's rise has been swift since he joined Sony in 1991,(The orphaned UPN project, Extreme Blue, a half-hour comedy when the studio bought the television assets of New Worldabout U.S. Customs agents who go undercover as surfers, may Entertainment, which he ran. Sony used New World as a foun-be a midseason replacement.) The one comedy TriStar had in dation to build TriStar Television as a second production streamdevelopment at the WB is a midseason possibility. Fox picked up running parallel to Columbia Pictures Television. By 1993,a lone TriStar comedy out of eight pilots it ordered from the stu- TV UPFRONT/May 27, 1996 Page 27 lir THEY VAMP

"And in television, there is nobody better than Jon at having very good gut instincts about what the consumer wants,"in this case the networks, and what the viewer wants. He's very street - smart when it comes, to the network television business, where a lot of trade-offs and leveraging are required. You have to be a very good horse trader, and Jon is a great one." NBC plans to launch Dark Skies, a drama about a young couple on the run after uncovering an alien conspiracy, over the summer after the Olympic Games end. It will move to Saturday night in the fall. The show is a classic example of how Feltheimer goes about his work. In January, Feltheimer had already sold the show to the network and gotten an early commitment for at least eight hours. With the script and a presentation, Feltheimer also pre -sold the show to Beta, a production company based in Germany that will help foot the bill and ensure it a prime place in the international market. "Because of that, we have an extraordinary international revenue projection for this show, and that's going to enable us to produce a very expen- sive show," says Feltheimer. "Outside of a couple of shows-ER, X -Files, Walker Texas Ranger [a co -production between Columbia and CBS]- hours have been very tough in terms of the business model. If you're not going to have a huge hit, a real home run that will help drive your off -net syndication business, then you have to figure out a lot of ways to maximize the potential of a show- how do we put a star into it that will appeal to the international marketplace, do we talk about a partnership early on with a network or somebody else, will it be a format that we can ultimately redo in the international marketplace?" Taking a successful program here and retool- dio. And CBS, though not officially announced as this storying it for another country has proven to be an effective strategy closed, was expected to take the Peter Strauss drama Moloneyfor the company. Who's the Boss, for instance, was re -produced and a newspaper -based drama, Early Edition, both from theas The Upper Hand in Britain, for a total of TriStar development pool. Fox and CBS are each likely to tap88 episodes. Before They Were Stars, a half- an additional two Columbia/TriStar series midseason. hour entertainment/documentary show that "Obviously, there is nothing more important than creating hitColumbia produces for ABC, is being moved programming. It drives our business," says SPE's Dennis Miller.into the international marketplace. Sony Page 28 TV UPFRONT/May 27,1996

will co -produce, with various international partners, a programacclaimed series ended up having a successful six -year run on that will mimic the U.S. show (and even include some U.S.ABC. Elvis was a project for which Feltheimer, who for a brief footage) but rely more heavily on clips of that particular coun-time was in a rock band and cut a couple of albums, had a great try's big film and TV stars. A similar path is being taken by twodeal of affection. The show, a "bio-drama," tried to authentically new Columbia syndicated shows-contemporary versions of Therecreate Elvis' early years and the birth of rock 'n' roll. It Dating Game and The Newlywed Game, which are launching inreceived a lot of critical attention but failed in the ratings. the U.S. this fall. "We're always trying to construct new forms," he says. "One For his in-house network development, Feltheimer has deter-of the shows I took great satisfaction in the last couple of years mined that a roughly two-thirds comedy, one-third drama split inwas TV Nation [a Michael Moore project using the confronta- the slate makes the most sense financially. This year, by design,tional cinema verite approach he pioneered in Roger & Me to STE put about 25 percent fewer shows into development, as itcreate a unique TV newsmagazine, first for NBC and then for tries to get more efficient in sorting through prospects longFox]. It was a totally outside -the -box show, but I really thought before anything goes in front of the camera. it was breaking new "We continue to try to be smarter about the ground.That's what landscape and the environment and more tar- COLUMBIA TRISTAR turns me on." geted as to what the opportunities are," says As competitive as Andrew J. Kaplan, senior executive vp of Colum- the industryis,and bia TriStar Television. Kaplan works closely with Feltheimer is no excep- Feltheimer to help cover the far-flung recesses of tion-one executive the TV operation. When Feltheimer can't be likens the way he goes somewhere, Kaplan usually is. about the game to a dog "Stylistically, Jon's the opposite of someone with a bone-he is a who gets mired in 'We've always done it this way.' master of give-and-take He's always looking for a way when it makes sense. to break the rules and create TELEVISION Consider Jennifer new ground both creatively a SONY PICTURES ENTERTAINMENT E,rnpnny Anniston, one of the and from a business point of stars of the NBC hit view," Kaplan says. "Conse- Friends, aWarner quently, we've been able to eltheimer tries to read Bros. show. When the pilot was being find some interesting ways of cast, Anniston was under contract to doing business." f Columbia TriStar. Moonves, who Forever Knight, a drama every script: "I want to know headed Warner Bros. Television at the about a police detective who time, called Feltheimer to ask if he also happens to be a vampire, everything the networks know." would release Anniston. Feltheimer is one example. "It was a proj- could have said no. ect that was sold to the net- "Les was a fierce competitor of works as a two-hour pilot, but it didn't get picked up as a series,"mine and a very good friend at the same time," says Feltheimer. says Kaplan. "It was redeveloped and sold to CBS late-night-"We ultimately felt it was appropriate to release her. Clearly it's `Crime Time After Prime Time."rhat, along with some creativebeen a great career move for her and a great situation for international co -production deals and tax deals, got it financed theWarner Bros. And Les then returned the favor, though I will say first year." Then CBS struck its deal with David Letterman,in not quite as large a fashion. But the favor was returned." which meant the end of late -night drama on the network. On Call, the half-hour comedy that has Feltheimer's "Jon wasn't going to let the series die," Kaplan says. "He andundivided attention one recent afternoon, is an ensemble piece, Barry Thurston [who heads the syndication operation] puta sort of comedy version of ER, and one of six shows, split together a plan where it was in syndication and on USA in aevenly between comedy and drama, that are being developed for weekday/weekend window situation. We got three years out of itCBS by either Columbia or TriStar. and it turned into a nice asset." Though everyone on the set is trying to act casual, there are The Wonder Years and Elvis-one a success, one a failure,more than enough nerves to go around. The exception is and both developed and produced while Feltheimer was buildingFeltheimer, who seems to be thoroughly enjoying the high stakes the television operation at New World-are prime examples ofgame he is engaged in. He moves easily through the crowd, talk- what happens when Feltheimer tries to take the equation anding to the actors, the director and the TriStar development team give it a different spin. When New World began trying to sellheaded by Eric Tannenbaum, executive vice president of the divi- The Wonder Years to the networks, no one was doing single -cam-sion. When Moonves arrives, the two start talking business. era comedies. The show was a hybrid-not classic sitcom, notThey seem to have adapted easily to this new relationship of pure drama; it had a narrator, but no laugh track. The criticallybuyer (Moonves) and seller (Feltheimer). TRIBUNE ENTERTAINMENT YOUR 1..MINCHPAD TO ADVERTISING SUCCESS.

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Meanwhile, Jeff Wachtel, Tannenbaum's counterpart athim to know more about my show than I do." Columbia Pictures Television, is off on a different sound stage That translates into Feltheimer keeping abreast of all of the getting ready for the taping of another pilot, Home, which stars31 shows that are either being produced or distributed by longtime Cheers barmaid/poet Shelley Long. The comedy is inColumbia TriStar Television Distribution. Under that distribu- development for Fox, where Columbia and TriStar have eighttion umbrella are Castle Rock, with the NBC comedies Seinfeld, shows in the pilot stage (and three series on the air). Later,Boston Common and The Single Guy, and Brillstein-Grey, with Feltheimer will head over to the set, where he'll connect with JonNewsradio and The Jeff Foxworthy Sham among others. Matoian, president of Fox Entertainment Group. "A studio is a major, major "Jon [Feltheimer] is much closer to the day-to-day train coming down the track, activities with the networks and the product than some and you've got to keep feed- other TV group heads who have different backgrounds ing it. You can't stop any one or came from other areas," says Kaplan. "He goes to of the fuels; you just can't," every taping; he's involved in editing decisions, creative says Feltheimer. "You can't decisions, casting decisions, really intimately involved to stop feeding the television the degree he can be, given all his other responsibilities." pipeline, or the feature film Despite what seems or home videopipeline, like total immersion in because the minute you do, the process, Feltheimer Lo your buyers start looking to is more an overseer and someone else for product. troubleshooter than any- I've got to stay in their face thing else. It is why he constantly, both domestically reads thescriptfor and internationally, because every episode of every theappetite, which was show STE currently has already voracious, has gotten on the air, which more so." includes Mad About You Feltheimer recently on NBC, The Nanny on returnedfromatrip CBS and Married... through Asia. "As I was With Children, Party of running around Asia, I'd be Five and Ned & Stacey in a bar meeting with some- on Fox. one from one of the local "I enjoy getting a networks, and they'd say, sense of which writers `You know, we met here last are writing the extraor- week with Rupert Mur- dinary scripts, more in a way that I Feitheimer's doch,' " says Feltheimer. "I can advise in terms of my thoughts current crop listened to Sumner [Red- about talent we might pick up," he includes (top) stone, Viacom chairman] says. "But also so frankly I can speak the other day talk about Mad About You, intelligently if I'm talking to the getting on a plane and going heads of the network. I want to know Married ... and over there. If these guys are everything they know" The Nanny. hands-on enough in running That was critical this year when their business, and entre- the producers of Mad About You began developing a trio ofpreneurial enough to see for themselves what's going on to help episodes that leave one of TV's most loved married couples,create their strategy, then my feeling is that's an effective way Jamie and Paul Buckman (played by Helen Hunt and Paulfor me to manage as well. I have a great thirst for the action." Reiser), on the brink of a breakup. At the moment, the action is here as the shape of the '96-'97 "Paul [Reiser] and all the writers have done an extraordinaryprime -time season begins to unfold. And as the network deci- job, but it's been dangerous," says Feltheimer. "We're talkingsions reverberate, thoughts are already turning to '97-'98. "I about going in some new directions, and I spoke to Warren [Lit-think you might look for the expansion of the prime -time sched- tlefield, who heads NBC's entertainment operations]an awfulules, expansion into the access area, and in some of the day- lot during this process. He was calling me when I was in France,parts," Feltheimer says. "If anybody stands still, someone else and we were having these conversations at one or two in theis going to ride right past them. Usually the first people to make morning my time, and I'd say, 'Enough, already.' But the fact isa move are the people who are more successful. I that it's great when the president of a network is still concernedcertainly believe you can't stand still-you can about where a show is at the end of its fourth year. I can't allowbarely catch your breath."

Awards Exhibition: Winning entries ies prizes and selected runners up will be Best Ongoing 'Campaign: featured in the Awards Exhibition in Established Talent: Any photographer CATEGORY NAME AND NUMBER 1 Best Ongoing Campaign: New York City in November, and at who has been working as a professional Established Talent VISCOMM 96 in New York for more than three years. 2 Best Ongoing Campaign: ENTRANT'S NAME Best Ongoing Campaign: New Talent how toil' New Talent: Any photographer who 3 Direct Mail: Cards, Mailers ADDRESS has been working as a professional for and Other Printed Pieces enter three years or less. 4 Direct Mail: Posters Actual self -prom eces must be submitted. Plea ude 3 samples of CITY Categories one and two are for a 5 Print Placement each piece and plete the entry concerted self -promotion effort consist- 6 Public Service/Community Service form in tripl ust photocopy the ing of four or more related pieces form on and tape it securely to STATE ZIP distributed over a period of six to FIRST PRIZE the ba e of the entries. Attach eighteen months (beginning within the Nikon N90s AF SLR Camera the to your entries so they last eighteen months). The elements of and a 28-70mm f3.5-4.5 D -type ca removed. TELEPHONE the campaign must be unified by a Zoom Nikkor lens. consistent theme or concept. Full color page in PDN's Pix. pie Entries: You must provide separate art and entry forms for each NUMBER OF PIECES ENTERED Direct Mail: Cards, Mailers and Second Prize: and every piece entered. Other Printed Pieces Any single self - Full color page in PDN's Pix. promotion mailing, flat size: smaller than ART DIRECTOR, CREATIVE DIRECTOR All information must be typed or written or DESIGNER (include title) 11" x 14" distributed after January 1995. First, Second & Third Prize: All legibly. Entry forms must be complete winning entries will be featured in the and in the appropriate category to be Direct Mail: Posters: Any single self - October issue of Pix, which is distributed eligible for awards. This is the only time promotion poster, flat size; 11"x 14", or PHOTOGRAPHER not only to PDN readers, but to an addi- credits will be requested. larger, distributed after January 1995. tional 30,000 art directors, creative directors, and designers nationwide. All entries must be received by Print Placement: Creative Directory, What brand/type of 35mm camera do you PDN no later than Tuesday, June 20 Annual, or Magazine: self -promotion most often use? Additional Prizes: Best Ongoing 1996 and must be accompanied by a ads appearing in publications such as Campaign: New Talent, Getting started fee of $25.00 per entry. Please make Klik!, The Black Book, The Work Book, can be tough, so we'd like to offer checks payable to Photo District News. What new photo equipment will you purchase Communication Arts, PIX, Archive, some additional support to those of in the next year? Single Image or Select etc. within the you who have been working profession- Send entries to: last 18 months. CONSENT AGREEMENT ally for three years or less. All winners PDN/Nikon Self -Promotion Awards IfI win in any of the above categories I consent to hayi tg. my (first, second and third prizes) will Photo District News entry displayed at the Awards Exhibitions and reproduced in Public Service/Community Service: receive a Nikon N90s AF SLR camera. 1515 Broadway, 11th floor the Awards Annual and any other promotiona or editorial If you've given the benefit of your time material related to the awards competition. All other rights New York, New York 10036 and photography toward the promotioP remain mine. Attn: Marion Lamdani of a charitable/not for profit cause, we'd prizes like to add our thanks with this new cat- 7 Best Overall Design: Nikon profes- Our special thanks to Macromedia egory. Category open to all print media Entrant's Signature sional equipment and Macromedia's and Ken Hansen Imaging for their promotions published/ distributed generous support. 69 within the last 18 months. latest graphics software package.

Best Overall Design: Entries from 8 Digital Media: 5 days rental of the Graphic Designers, Creative Directors Ken Hansen Imaging Digital Studio in and Art Directors who have designed New York or 5 days of the digital camera any photographer's self -promotion dis- rental of your choice. Winning entries to tributed over the I,st 18 months. Prize be displayed on the KHI website. provided by Macromedia: their latest graphics software package Digital Media: Self promotions produced on CD-ROMs, disks, and Selected entries will be on display to web -sites or other digital media are the creative communityin Jfre,1A1Judging eligible for this category. Please include Exhibition at the Art Directors Club in a printed output in duplicate with your New York City. completed entry. Ken Hansen will be carrying all winner's images on their Entries will be judged by some of the website as part of their sponsorship of industry's hottest art directors, creative photo,I, Robert Holmgren/TSI [PDN/Nikon Self -Promotion Award Winner MCMXCV 0) this category. directors, graphic designers and art buyers. r Reliable Design Studios Page 32 TV UPFRONT/May 27,1996

Cable can't expect big CPM gains this year, but that's because network, broadcast or cable, save Fox Broadcasting. its total dollars are guaranteed to go up. By Michael Biirgi "It's really a combination of distribution, audience profile and n the eyes of most cable sales executives heading intogenre" that determines whether a cable network will get a pre- this year's upfront marketplace, cable remains themium for its ad time, says Larry Goodman, executive vice pres- Rodney Dangerfield of media: It don't get noident of sales for CNN. "If all are good, then you've got real val- respect. Despite the medium's progress in increas-ue on your hands." Conversely, if a network has good identity but ing share of audience and ad revenue, those who sellmoderate distribution, it has a long way to go in achieving price time on ad -supported cable networks feel they aren'tparity with other cable networks, let alone the broadcasters. getting fair market value for their product. In the early stages of this year's upfront market, the net- It's been the case since the early 1980s, when TBS chairmanworks most eagerly cutting deals were those that more closely Ted Turner would accompany his sales executives on calls toresemble the broadcast networks: the general entertainment agency media buyers and, as nets like TBS, TNT and legend goes, bang his shoe on USA. All three networks the desk to ram home the rea- have already cut sizable sons they should be spending deals with Grey Advertising some of their national TV bud- and Leo Burnett, at what gets on CNN or Superstation sources close to the deals TBS. And it remains the case say are low CPM increases, in this year's market, as broad- south of 5 percent over last cast networks that have seen year's upfront price. dramaticviewershiplosses Price also depends on the over the last two TV seasons daypart, says Joe Ostrow, continue to ramp up the cost president of the Cabletelevi- per thousand viewers they sion Advertising Bureau, who charge advertisers. Strong previously headed the media Ratings for most basic cable networks have draws like department at Foote, Cone & grown dramatically over the last two televi- TNT's NBA Belding. Outside of prime sion seasons. Basic cable ratings in aggregate coverage time-for weekend or day- are up 16 percent over last season, to a 17.8 in helped lift time early fringe-cable is prime time season -to -date. That's caused a cable closer to other national tele- massive increase in gross rating points for the ratings. vision sources. "Prime time networks to sell in this year's market. still represents the biggest Meanwhile, media buyers and cable network sales disparity," says Ostrow "And executives are doing their annual mating dance, with the that remains in many ways a networks looking for CPM increases and the buyers perception problem." pushing for flat CPMs to make up for the growth in gross Cable's advertising take rating points. has nonetheless grown to "The dollars follow ratings points," sums up David almost $3 billion, a far cry Cassaro, senior vice president of ad sales for E! Enter- from the $100 millionit tainment Television. "As broadcast inflation continues to booked in 1981, according to go up, people use cable to help manage that inflation." numbersfromMcCann- Indicative of the disparity in opinion between sellers Erickson. This year's total and buyers, Jon Mandel, senior vice president and direc- national cable market, tor of national broadcast at Grey Advertising, counters, according to buyer and seller "If the dollars follow the audience, then there should be no CPMsources, will increase in the neighborhood of 20 percent in total dol- increases in this year's market," with GRPs up across cable. lars, though with only small CPM gains. That said, it's difficult to throw all cable networks into the Contributing to that dollar increase will be a surge in first- same bag, for some have achieved better price value in the mar-time television budgets coming to cable before they hit other ketplace than others. CNN and ESPN can charge prices that arenational TV media. Rick Sirvaitis, president of IFE Ad Sales, closer in line with network news and sports events, and Nick-which sells the Family Channel, notes close to a elodeon has steadily raised its CPMs since it established itselfthird of all first-time TV budgets now launch on as the biggest source of kids 2-11, stronger than any othercable, according to research from Myers Reports. 7sto erP0cr to 0 toro 0 0 t0 -P rr (111rh - 0 7s rrro LC 0 P-70 7s 0 P- IJ7s ro1-0 In UpscaleWe cover adults all the 18-49 things eat people it up. reallyCall Dave want Cassaroto watch: at The 212-852-5134. stars. The award He'll shows.tell you Thewhat parties. the buzz The is dish. all about. Page 34 TV UPFRONT/May 27,1996

NO IA110141110 ITT With the end of prime -time access rules, first -run syndicators facea ment Sales, says sales of parent company King World Productions' top -rated access strong challenge from popular sitcom reruns By Michael Freemanstaples-Wheel of Fortune, Jeopardy! and Inside Edition-will remain unaf- n the future, this year's While Access Hollywood is the onlyfected because of long-term contracts syndication upfront may benew syndicated strip aggressively target- that carry most of the shows through the best remembered as theingprimeaccessclearances,Newyear 2000. incredible shrinking mar-World/Genesis is taking a similar approach "There really is no sense comparing ket. "Volume," long thewith Loveline, a relationship -based talk the two, because our shows are targeting industry's siren call, has show for late fringe. Again, as the lone newthe 25-54 demographics, and sitcoms usu- given way to the euphemistic termsyndication offering in late night, "quality." The reason: Local TV station Loveline's launch position results from 8 time periods have become more scarce dueNew World's reciprocal programming to the rise in station group consolidations deal with Fox Television Stations Inc.'s and broadcast network expansion. For the12 owned stations. select number of studio and station group- "When you look at [fall] 1996 and aligned syndicators bold enough to enterbeyond, you can see there are not series for next season, a new spin is takingmany other, if any, new first -run hold. They're telling advertisers to take anstrips that will have these kinds of early position in the ever -declining inven-strong network affiliate clearances," tory of available national barter ad units ornotes Goldfarb, who will be selling 14 they'll miss the boat. 30 -second daily units for Loveline in "There probably won't be as muchthe upfront market. volume to this upfront market compared Despite the perceived strength of to the scatter market next season," saysprogramming alliances, the FCC's Rich Goldfarb, president of New Worldmandated sunset of the quarter - Sales & Marketing, the sales arm forcentury -old Prime Time Access Rule New World/Genesis Distribution. "A lot ofthis September could clients allocated their upfront and scattermarkedly tilt the bal- Talker Rosie buys together last year to create a mon-anceof power in strous market, but there is a degree offavor of suppliers of O'Donnell hopes uncertainty over what dimension this off -network sitcoms. market will take." Such highly rated to revive the New World, a major station -groupfare as Buena Vista format; Seinfeld owner that has reciprocal programmingTelevision'sHome pacts with the Fox and NBC networks, is Improvementand revs up off -net. dealing from a rare position of strength.Columbia TriStar's Its alliances allow New World to offer aSeinfeld have been posting double-digitally go after the 18-49 adults," Hirsch solid block of prime access or late fringerating increases, mostly outside of thesays. And "our shows have nearly 100 clearances. New World/Genesis' upcom- Big Three network affiliates in the top 50percent clearances with Big Three affili- ing Access: Hollywood, for instance, amarkets. Such strength may lead net-ates while sitcoms still are mostly cleared half-hour entertainment magazine pro-work affiliates, now free to acquire theseon independent stations. I don't see why duced by NBC Studios, has been clearedshows, to slowly shift away from barter -affiliates wouldn't want to stay with by the NBC and New World stationladen first -run strips. freshly produced first -run product to go groups, which combined account for Industry partisans contend that thewith sitcom repeats that show their legs nearly 40 percent of U.S. broadcast cov-off -network strips will have little impactafter three or four years." erage. Both will run Hollywood in the 7-8on the coming upfront season. Steven The talk show genre, hit by a severe p.m. prime access window. Hirsch, president of Camelot Entertain -backlash from advertisers and watchdog TV UPFRONT/May 27,1996 Page 35

Award- range fii Howards End, Birdy, Avalon, TER Hannah and Her Sisters groups last fall, will be watched closely in this upfront. Five new talk shows are entering daytime for next season: Warner Bros.' The Rosie O'Donnell Show (debut- ing June 10) and Maureen O'Boyle, Multi- media Entertainment's The Pat Bullard Show, MGM Television's The Bradshaw Difference and Allied Communications Widest mrcurie of sorts: Inc.'s Scoop with Sam & Dorothy. That Mu ical concerts, Broadway, dance, slate compares to the 10 talk shows intro- ex s' rofiles of artists duced this season, eight of which have already been canceled. Several barter ad sales execs say a fallout was long overdue for the glut of new talk entries. They remain optimistic that next season's crop will capture premium rates for their newly spun "advertiser - friendly" formats. Columbia TriStar Television Distribu- tion is using a counter -programming strategy to attack the talk shows' weakening daytime (9 -noon) position by entering its Dating/Newlywed game show block. Also, MTM Television is going with the unusual 1111 strategy of offering core women daytime Original prcogruainss viewers off -network repeats of Dr. Quinn, Inside the Actors Studio, Medicine Woman as an alternative to the critics' favorite TV series so-called "trash TV" talk shows. Bob Dahill, vice president and general sales manager of MTM Advertiser Sales, THE FILM AND ARTS says he is packaging barter sales of Dr. Quinn (seven minutes national) with the studio's first -run science fiction weekly, The Cape (eight minutes national), and wildlife weekly Jack Hanna's Animal NETWORK Adventures.Overall,theconsensus among barter ad sales execs is that they won't likely see the double-digit CPM increases they enjoyed last year. Gains of Bravo delivers...22 million homes, 6-9 percent are more likely. $47KHH income...and is Tim Duncan, executive director of the Advertiser Syndicated Television Associ- #1 in professional / managerial ation, expects the barter market will and #1 in education.* reach a record $2 billion in 1996, a 9 percent increase over 1995 sales. If not all "quality," that's a level of For Advertising: sales volume most reps Katherine Benson (212)382-6126 are happy to live with.

ust two years ago, ABC was the very model The one -word explanation for this rapid reversal of fortune is of a modern major broadcaster. It hadhits: NBC's got 'em, ABC doesn't. But there are deeper issues cruised to its third straight prime -timehere of programming philosophy, scheduling tactics, lifestyle ratings victory in demographics, bestingchanges, syndication values and studio and network politics. household champ CBS. It had the top show Most important are the triumph of the upscale urban comedy, in TV Home Improvement, and two bigexemplified by NBC's Seinfeld and Friends, and the eclipse of new hits, Grace Under Fire and NYPDABC's bread-and-butter family sitcoms. "Family comedies Blue. It dominated other dayparts such as daytime and news. depend on a family watching together, and it's increasingly Meanwhile, NBC had just begun to recover after a humiliat-evident that's not how people watch," says Zenith Media execu- ing fall from its mid -'80s grace. It had scored a big hit withtive vp Betsy Frank. "ABC's shows were strong until NBC put Frasier, continuing its Thursday night some newer, stronger adult comedies on. ABC magic, but the rest of the schedule was held lost the adults and was left with the kids, and together with chewing gum and baling wire. NBC vows to they felt they couldn't develop enough of an Some top NBC executives spoke openly ad base with that audience." So is family about holding up ABC as a model. comedy passé? "You could say that," Frank Today, the two networks have traded protect its leading replies, "until the next Home Improvement." places, with the Peacock ascendant and "For a decade, ABC knew who they were ABC a bit of a mess. NBC is also tops in position, but ABC and where they were going," says an NBC sports and coming on strong in news, late - executive. "A lot of that influence came from night and daytime. No pundits predicted Capital Cities-they knew they wanted to NBC would run away with the ratings race is still just a hit or appeal to a family audience. When producers this season or that ABC would decline so went into ABC, they had a clear idea of what precipitously. Breakneck change has become two away from an ABC show was. But in the last two years, the norm in the media business, but this see- they've abandoned that." saw shift is getting ridiculous. ABC tried to mimic NBC last year by Don Ohlmeyer, NBC's West Coast presi- moving on top puttingmoregrown-upcomedieslike dent, now talks about making his network Roseanne and Ellen on at 8 and scheduling a the dominant broadcaster. "In the 21st cen- By Eric Schmuckler Wednesday comedy block without much kid tury, if there is only one broadcaster, we appeal. Family comedies like Full House and want to be it," he says. "Our goal is seven the promising Me and the Boys with comic Thursday nights. We're pigs, what can I say?" Stephen Harvey expired but were not replaced with similar shows. ABC Entertainment president Ted Harbert fired back The shift in ABC's targeting was compounded by deteriora- during May's schedule announcement, vowing to "re-establishtion in its top shows. Its biggest gun, Home Improvement, was ABC as the most aggressive network." He and other ABC execsclearly hurt by its launch in syndication last fall, dropping about 20 are working under the keen scrutiny of the Walt Disney Co.,percent this season. What's more, NBC's aggressive scheduling their new owner, which bought the network not only at the tophit ABC hard. Ohlmeyer believes the turning point came when of the market, but at the top of its game. Disney's two Mikes,NBC moved Frasier to battle Roseanne on Tuesday at 9 two Eisner and Ovitz, have rolled up their sleeves to fix things. years ago and ABC countered by bringing in Home Improve- Natural rivalry has turned intensely personal here. NBC hasment. "They made a mistake by moving Home Improvement," scored twice with shows developed and then dropped by ABC-says Ohlmeyer. "It was doing a 35 share on Wednesday and now Newsradio and 3rd Rock From the Sun-and is looking to pullit's doing a 23. It's lost 12 share points in 16 months, and you off the hat trick by picking up The Jeff Foxworthy Show for thisdon't have Grace behind it anymore with a 30 share either." fall. Bitterness broke into the open a few months back, when Of course, NBC's jabs and counterpunches won't always yield ABC's move to pirate away NBC development exec Jamiesuch successes. "NBC is more willing to risk alienating viewers McDermott led Ohlmeyer to publicly label Ovitz "the Antichrist."by moving things around," notes Frank. "Not just Frasier, but TV UPFRONT/May 27,1996 Page 37

eight new programs-plus Dreamworks' highly -touted Spin City, with Michael J. Fox, to follow Home Improvement. Harbert sought to quell speculation about ABC's direction, saying the network aimed for "smart, sophisticated, high -quality

programming ...without sacrificing our commitment to families." Translation: ABC is definitely not going back to the old kiddie -corn formula. Another ABC executive positioned the network as "a less exclusionary NBC." moving Friends to 8 o'clock and moving Mad About You as many "NBC didn't invent adult -driven comedy," Harbert said after times as they did. A tactic that should be applied selectively hasthe presentation. "If there's one thing they get credit for, it's become a strategy known as reinventing your schedule." putting adult comedy on at 8. Only history will tell if that's good NBC has taken risks with Hollywood as well. In movingfor the television business, because in driving away kids and teens, Frasier, the network declared its independence from Paramountaren't they driving away viewers of the future? We're committed to after years of kowtowing to the studio that had supplied it withprogramming to the entire family. We have five nights where Cheers. (Paramount executives stomped out of the presentationthere's something on that anyone in the house can watch." in protest.) Adopting a phrase from Seinfeld, NBC Entertain- Harbert is a bit miffed by NBC's sniping that ABC has lost its ment president Warren Littlefield declares NBC will beway. "It's massive hyperbole on their part," he says. "I'm very clear "masters of our domain" by aboutouridentity. retaining control of its schedule. Nobody should try to ABC, in contrast, has been claim authorship of any criticized for favoritism toward particularprogram- shows from its in-house studio mingstyle.Maybe and its partnerships with Wind someday Warren will Dancer (the Home Improvement admit to you they went folks), Brillstein-Grey and that way because they Dreamworks SKG. The network couldn't figure out how hasrepeatedlysquandered tomakeafamily opportunities following Home comedy like ABC." Improvement on a series of NBC may be win- shows it partly owned, including ning the network raee, Thunder Alley, Champs and but in the big picture, Buddies. And the Dreamworks the nets are losing -to relationship has been cable. "NBC is in a good position now, but roiledby Disney's Ohlmeyer purchase of the net- they've done that more work, since the only wants total by remaining stable civil words between victory: while the others have Eisner and Dream - "We're declined," says Steve works' Jeff Katzen- Sternberg, a partner at berg these days are pigs, what BJKE Media. "If NBC civil lawsuits. "You can Isay?" had today's rating two need an Ouija board years ago, they'd be in to figure out the politics going on over there," says Littlefield. third place." Ultimately, NBC's brassy plans for long -running dom- "People don't watch deals," says Ohlmeyer. "Any time you putinance are nothing less than an attempt to repeal television's busi- a program on for any reason other than it's the best 22 minutes,ness cycle. ABC remains only a hit -and -a -half away from chal- it's a mistake." NBC avoided hand -tying commitments in dealslenging NBC again. "The nature of the business is cyclical," says for new shows from Kauffman and Crane and from John Wells,NBC president Bob Wright. "Our job is not to make that the case." the creative forces behind Friends and E.R. Says Ohlmeyer, "We Leave the last word to GE chairman Jack Welch, a man not told them, 'We'll create an environment and protect your show,content to lose. "We have other revenue but we won't guarantee a time slot.' That's what killed this net-streams," he says, citing cable assets CNBC work the last time around." and MSNBC and global interests. As for ABC's new lineup includes two new Disney shows, Danger-network cyclicality, he says, winking, "Even ous Minds and Life's Work-not an exceptional number out ofif I thought it, I wouldn't acknowledge it." Page 38 TV UPFRONT/May 27,1996

Programmers R Us: Media Person puts his life in turn- maybe even the telling of politically incorrect jokes. around and comes up with a slate of sure-fire hits. Unknown -Talent Play- house:Talented,unknown f Media Person told you the name, you'd recognizeactors perform original hour-long plays by talented, unknown it in a flash. He's a major media player-rich, pow-writers, all working for peanuts. We tape these shows and stash erful, well known and not a little bit eccentric.them away on a shelf until one of the actors in them becomes Media Person picked up the phone and his unmis-famous via a hit movie or TV series. (It's inevitable.) Then his or takable voice boomed through. "So, Mr. Big Shot.her show is put on the air and we get big ratings and critical You write about television. You criticize, youacclaim while spending nearly nothing! ridicule, you pooh-pooh. How'd you like to do something con- Hell's Belles: Our hottest sitcom. Six glamorous, young, structive for once in your miserable life?" damned junior executives toil in Satan's Torment Planning Divi- With his usual decisiveness and presence of mind, MP imme-sion, trying to balance the demands of a stressful career with diately responded: "Huh?" their equally hellish personal "I want you to be program- lives. Laughs galore ensue as ming chief for my new net- they devise wacky tortures for work," the mogul announced in soon -to -be new arrivals such as his familiar, who -the -hell -are - Marge Schott, Donald Trump you -to -say -no -to -me style. and Jesse Helms while at the Though stunned, Media Person same time scheming to outsmart accepted and, only eight months Beelzebub (David Hyde Pierce) later, fired off his first memo, and win back their own souls. detailing the creative, original TheUglyNewsHour: programming he'd be ordering Reporters are chosen by IQ and up, shows that would rocket writing/reporting abilities television to its second Golden instead of looks. No makeup, no Age, shows like: dress code. No anchors. Just Go Back to Sleep, America: highly educated, well -trained, Our morning show starts with authentic journalists covering disgruntled, bleary-eyed anchors important stories and even occa- in pajamas stumbling out of bed sionally digging beneath the in their own homes, washing, headlines for new angles and making coffee and reading the official misdeeds. Yes, it's shock- papers, all the while groaning ing, it's bizarre, it's never been and griping. Newsmaker guests, attempted, but I believe it can sleepy and slow -moving, arrive be done. late arid out of sorts. Seeing no Sex, Violence and Nudity one bright and perky, viewers Hour: We show just the good feel immeasurably better and parts from the dramas on the start their day without the other networks, leaving out vengeful rage that can so easily exposition, character develop- lead to mass murder. ment and similar boring stuff. NY Accountant: High-pow- This show will be slammed ered drama. We have cop shows, by the critics but is bound to be doctor shows, lawyer shows. Why have we no CPA shows? TheseNo. 1 in the ratings for at least a decade and make us enough guys know where all the money is! So: Six glamorous youngmoney to subsidize our quality programming. And if this calculator -packing hotshots of various genders from a high-doesn't do it, wait till you see... pressure, Lexington Avenue accounting firm battle the numbers The Ultimate Game Show: Behind Curtain 1 is a billion every week-and somehow find time for sex and violence, too! dollars in cash. Behind Curtain 2 is a powerful bomb set to 1 C -SPANK: Takes up where C -SPAN leaves off. As politiciansexplode at the slightest vibration. Contestants get to pick a exit public events, well -camouflaged C -SPANK camera crewscurtain and walk through it. It's a simple concept; the show is S follow them to their offices, homes, clubs and back rooms whereonly 10 minutes, long but every man, woman and the real business of government takes place. We see deals, bribes,child in America will be talking about it tomorrow sell-outs, abandonment of principles, extra -marital dalliances,morning. Guaranteed. MEET STEPHANIE CULOT-FA_ She's a woman of substance. With a fierce independent streak that's balanced by a strong sense of community. As an EMS volunteer in New Orleans, Stephanie believes in helping others and displays dedication, enthusiasm and bravery whenever duty calls. And when she's off duty, she joins over 94.5 million other people who share her values and watch TNN: The Nashville Network. After all, TNN represents the healthy, wholesome way of life Stephanie enjoys. Stephanie Culotta is country. And we are country. We are TNN: The Nashville Network.

THE NASHVILLE NETWORK. A GAYLORD ENTERTAINMENT COMPANY 01 1906 (hoop W Satellite Communication, Tim NASHVILLE NETWORK. TNN and the TNN logos are registered .411 ice marks. and WE ARE COI iNVIR) iii III.kI5. Mel L1111111(.11! l'ontru Source: Nielsen TNN 40 1995 Pocket Piece. Total Day Viewing. Sparks, Sparks and Sparks MalcolmGoode &Behavior Eddie In theMONDAY House Homeboys in Outer Space The Burning Zone TUESDAY Moesha WEDNESDAYStar Trek: Voyager The Sentinel 1996-97 FALL SEASON May 27, 1996 MEDIAWEEK PAGE 25 TV Production By T. L. Stanley

been made in animal care. "It's very sophisticated, with the vets using 'Animal ER' will be Dog -Gone Doctors everything from MRIs and sono- grams to chemotherapy." There's suffering and recovery, life and death, joy and pain. Grief counseling sessions, held at the real thing-no the clinic, may become part of the It's a peek inside the workings of an emergency room, a show as well. mix of high-tech and human emotions, but don't expect Tom McMahon, vp of Turner stunt pooches or Original Productions, says animal to see George Clooney. The doctors in this show, in fact, shows historically have been big ratings winners at TBS. "We wanted to may not be quite as adorable as their patients, who are of the four - kitty doubles. keep mining that area, and this is a legged variety. Animal ER, a one -hour reality show that will launchconcept that's never been done before," McMahon says. laugh now, but thisthis fall on Turner's TBS cable network and could become a reg- Besides operations and vaccina- tions, Animal ER is sprinkled with ular series, will follow a group of veterinarians at a Philadelphia segments showing the vets at home could be your pet. clinic as they deal with everything from lacerations to leukemia. with their own animals. Viewers will get to know the doctors and staff, The project is one of the first as a good first step. along with the pet owners. from New York-based Tapestry In- The show, which is filming now, "It rolls together lots of ele- ternational, a distribution house is a fly -on -the -wall look at a dra- ments," Walzog says. "The bottom known for selling documentaries matic environment. Walzog said the line is: people love their pets." and PBS dramas around the world. show strives for the right balance Nancy Walzog, owner and ceo of between catastrophic emergencies Tapestry, says the company is re- the first 'Easy' Does It turning to its roots. "In the begin-shows captured on tape features a ning, we were a work -for -hire pro- golden retriever puppy who swal- Cop Show Boasts duction house," she says. As the lowed a TV remote control. X-rays Location, Location company grew, Tapestry became an found the remote's batteries sitting international distributor for such in the dog's belly. "The series will ooze New Orleans." shows as Nova, Great Performances While that story had an upbeatIf thatdescription isn't enough to and The American Experi- pique interest, there's more. ence. The ties formed over "It's steamy and sexy, with the years with independent lots of murder and mystery producers will serve as the and suspense." starting point for Tapes- So says David Ellender, try's full-scale foray into president of Polygram Tele- production. Tapestry will vision International, talking help finance the projects- about the company's new- as coproducers in some est project, a small -screen cases-then package, mar- version of the movie The ket and distribute the fin- Big Easy. USA Network ished product. has ordered 22 episodes of "We'll always do interna- the drama, based on the tional distribution," Walzog popular1987 filmthat says. "It helps us keep ourTapestry's Cajun crew: The Big Easy stars starred Dennis Quaid and finger on the pulse of the(from left) Darlene Broussard, Smiley Ellen Barkin. marketplace. At the sameDupree, Remy McSwain, Anne Osborne, The series, to begin in time, we have to get back to Lightnin' Hawkins and CD LeBlanc mid -August, is Polygram's producing. When you have first leap into U.S. drama. both, you can control your own des- ending-the puppy survived-someThe distribution unit, known pri- tiny. You're not producing in a vacu- do not. Other stories need to be fol- marily for its feature films, wants to um, and you sell what you create." lowed over time to show an animal's move eventually to production. For Eventually, Walzog wants to cre- progress. "You really need that pay- now, it will search out projects to ate programming across a numberoff," Walzog says, noting that she buy, as it did with The Big Easy, and of genres. She seesAnimal ER, from thinks there will be strong interest in distribute them worldwide. indie producer Michael Fichandler, the technological advances that have In fact, The Big Easy series got PAGE 26 May 27, 1996 MEDIAWEEK TV Production

its start at a NATPE convention cifically for prime time on the WB. hour period, a la The Simpsons. several years ago in the famed city. Pinky aired both on Saturday morn- "It would be impossible to do Larry Jacobson, of Grosso Jacobson ings and Sunday evenings this season. that with only two characters," Entertainment, was so struck byIt was left out of the fall lineup,Ancier said."That's why we're the sights and sounds of New announced a few weeks ago, because adding what we call the family and Orleans that he decided to develop it needs to be retooled if it is going to romantic elements." a series based there. appeal to an older audience, says Looks like rodent love. "So many series are set either in Garth Ancier, the WB's head of pro- Los Angeles or New York," Ellen- gramming. Pinky will be back later der said. "But this backdrop will be this year, possibly by November, as a Showing a 'Profit' a refreshing change." New Orleans midseason replacement, Ancier says. is a hotbed of exotic people and raw Major changes are afoot: more Prime -time Fox Soap music, a canvas like no other in the characters will be introduced for country, he said. prime time, including parents, sib- Looks for New Home Even though there are more lings and possibly significant others. David Greenwalt's show isn't dead, losses than wins for series based on One scenario being tossed around but it is on life support. Profit, dar- films, Ellender says he is not wor- would give viewers a glimpse of the ling of the critics and a couple of ried. The Big Easy, which began humble beginnings of mad genius million viewers, was yanked off the filming a few weeks ago, has Fox schedule just before the powerful production and writ- May sweeps. ing teams behind it, he said. The gritty corporate drama Grosso Jacobson has produced had been pulling in less -than - more than 600 hours of TV stellar ratings: it scored 5.5/9 for the U.S., including Top and 5.4/9 for its first two runs, Cops, Night Heat and a num- dropping off to a 3.9/6 by its ber of well -received movies of third show. But the series may the week. have some life left in it. Green- As early validation, the walt said Profit is being shopped show sold not only to USA to other networks, both broad- Network but also to broadcast- cast and cable. ers in the U.K., Germany, "It's a miracle that it was Italy, Spain and France. There ever made and put on the air is interest from New Zealand g to begin with," Greenwalt and the Philippines as well, B says. "But I think it belongs on and the show will be offered at 2 TV' and I think it will land g the upcoming L.A. screenings. g somewhere." Sticking closely to the orig- The first four hours of inal premise, the series willAdrian Pasdar, star of Profit: Seriously Profit-starring Adrian Pasdar feature three central charac- looking for a new lease on life, post -Fox as a conniving, murderous cor- ters: a swarthy young detec- porate suit-aired in April. tive, his scruffy older partner and a Brain. "His parents come to visit Fox execs have said the remaining beautiful federal investigator. Tossand they're ordinary field mice," four episodes will air sometime dur- in a little voodoo, a few murders, Ancier says. "Of course, the Brain is ing the summer. It will not likely be set to cajun music and shake well. tremendously embarrassed." enough to save the show on Fox. Etouffee, anyone? Another situation could show the "We certainly need to build hits, hotheaded and whip -smart Brain as and some shows need nurturing," a marshmallow when he is aroundsays one Fox exec, who cited Party Going Big-time the woman of his dreams. of Five and Sliders as shows that The Saturday -morning show, stumbled in the ratings before find- Putting 'Pinky' which strings together several eight - ing an audience. "But we can't be In His Prime Time minute segments with interstitials, patient with everything we love." will remain pretty much untouched. Fox Entertainment president Pinky & the Brain, an animated kid It is the second -highest -rated show John Matoian said last week that hit (and cult favorite) about two mice on the young Kids WB network Profit will not be back on the sched- trying to take over the human world, after Spielberg's Animaniacs. ule next fall. If Fox doesn't show will see its own world expand next The prime -time version, which the remaining four hours, Green- fall. A new version of the Stevenwill have a separate writing staff, walt has a plan: "I'll rent out a the- Spielberg show is being created spe- will weave one story across the half- ater and show them myself." Millions celebrate the glory that is Nick al Nite! Devcut 'ollowers raised Nick at Nite's 8P -2A delivery to beat TNT by 26% and tie TBS in W25-54, and alsc top TNT by 23% in W18-49*. Plus, Nick ct Nite's beloved 8P -2A iscomparable tc TNT's Prime delivery on W.I8-49 and W25-54'*. Throngs of faithful be'ievers also uplift Nick at Nite to outdeliver Lifetime, A&E, CNN and Discovery in reaching key upscale women 18-49 with $60M+ income". So revoice,be glad and say "Ayyyyyyyyyyyyyy! Popular and gettingopularer.

'Daypart, M -Su 8P -2A, except: NAN M-F8P-2A/Se 10P-2A/Su 830P- 2A; Period: Oct 95 - Feb 96; Note: Does not include sports and children's programming.Daypart M -Su 8-11P, except: NAN M -F 8P-2A/Sa 10P-2A/S.a 830P- 2A; Period: Oct 95 -Feb %; Note: Does not irclude spc its and children's programming. mDaypart. 114 -Su SP -2A, except: NAN M -F 8P-2ASa 10P-2A/Su 830P -2A,LIFE M -F 8P-2A/Sa-Su 81,1A; Period: Oct 95 -Dec 95. Source: Nielsen Media Flesearch ".PNE. PAGE 28 May 27, 1996 MEDIAWEEK Radio By Mark Hudis

According to Grogan, one South- ern tow truck advertiser saw his The all-night shift Midnight Ramblers nightly tow count go from five to 30 after advertising on After MidNite. Like Gummo Marx or Marge Schott's grasp on German his- He subsequently bought sole local is getting more sponsorship of the show on WKSJ- tory, late -shift workers are a vague concept. Rarely does FM (Mobile, Ala.) and went on to radio target the overnighters who toil in obscurity from mid- buy daytime advertising on the sta- attention lately from tion as well. night to 6 a.m., because, until now, it seemed like there was Jeff Foxx, the host of Overnight, no money in it. But on July 1, SJS Entertainment will launch had been host of New York City's programmers. But KISS -FM's morning show, which hit Overnight With Jeff Foxx, the first nationally syndicated overnightpro- the No. 3 spot in the early '90s. Foxx was twice nominated by Billboard as 'Play Misty for Me' gramming for the urban radio market. The show will air at midnight, air personality of the year, in 1992 broadcasting live, via satellite, from New York City, and will feature and 1994. was never like this. urban music and live in -studio interviews, showcase new artists. So Nice, Doing It Twice do some comedy, run contests and Grogan, vp of affiliate relations take calls from a national audience. and marketing for After Midnight More Markets Join Overnight With Jeff Foxy is tar- Entertainment, a Los Angeles - geted to the "third shift," a fast- based radio production and syndi-Arbitron's Fall Survey growing segment of the population cation company. One of AME's Less is more? Hardly. At least in who work-or just stay up-aftershows, After MidNite With Blair the world of ratings, more is more. midnight. June Brody, president ofGarner, is a country show specifi- And lots more is really more. SJS, thinks the time is right for Jeff cally targeted to the up-all-night- Which is why Arbitron, in the Foxx, because "there have been ers."People assume nobody's fourth quarter of this year, will add countless success stories with local awake then," says Grogan, but the a Fall survey to 33 radio markets advertisers who specifically target response to After MidNite proves which currently are measured only otherwise. An informal AME fax in the spring. survey (about seven rolls' worth of The added markets are Bangor, fax paper, to be exact) recently re- Me; Bryan -College Station, Texas; vealed a wide demographic varia- Cedar Rapids, Iowa; Columbia, tion amongAfterMidNite aficiona-Mo.; Columbus, Ga.; Dubuque, dos, including graduate students, Iowa; Duluth -Superior, Minn.-Wis.; scientists, bank workers and truckEau Claire, Wis.; Elmira -Corning, drivers. N.Y.; Fargo -Moorhead, N.D.- Though not rated like most radio Minn.; Florence, S.C.; Green Bay, programming, After MidNite is cur- Wis.; Joplin, Mo.; Kileen-Temple, rently heard in 8 of the top 10 Arbi- Texas; LaCrosse, Wis.; Marion - tron markets (and on 250 stations Carbondale, Ill.; Monroe, La.; Myr- nationwide) and snagsnational tle Beach, S.C.; New London, advertisers like Motel 6, Sears, Frito- Conn.; NW Michigan; Sioux Falls, Lay, Midas Mufflers, HBO, NabiscoS.D.; Springfield, Mo.; Springfield, and Radio Shack. Ill.; St. Cloud, Minn.; Terre Haute, "Most radio stations throw this Ind.; Topeka, Kan.;Tri-Cities, DJ Jeff Foxx gets going all night long daypart away, so the audience is Wash.;Tupelo,Miss.; Tyler - kind of disenfranchised," Grogan Longview, Texas; Waco, Texas; the overnight daypart, a station's says. And any insomniac who's suf- Waterloo -Cedar Falls, Iowa; most minimal programming block." fered through a late -night parade Wausau -StevensPt.,Wis.; and Foxx's show, which began beingof talk radio's caffeinated psy- Yakima, Wis. offered around the country lastchotics will agree. "But we've re- Arbitronspokesman Thom week, has been sold in about aceived excellentadvertiserre- Mocarsky said regional agencies dozen markets so far, says an SJSsponse, because people really dothat did not subscribe to the Fall representative. lock on and listen at that hour.book in 1996 will receive the fall "The [overnight] audience hasThey don't tune in and out likesurvey for free, this year only. In really been ignored," insists Cindy daytime listeners do," she says. 1997, agencies will be charged for At 11,your parents sent you away to camp. Thissummer, your companywill sendyou toCamp Internet. CAMP INTERNET Summer Camp f5r Marketbi,1/41 EKecktCves

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the ratings service. ally and 58 are measured only in the Hills a few weeks ago. Tur's report The sample also helps advertis- spring. was digitized and now has the dis- ers and agencies keep pace with the tinction of being the first chase changes which have affected radio description ever slapped onto a Web since deregulation. "Twice a yearHigh-Flyin' Reporter site. Web-o-philes can download an measurement," said Pierre Bouvard, audio clip of the chase at KNX's site, general manager of Arbitron, "will News Seems to http://www. knx1070.com. help stations keep up with changes, "You get a sick feeling when you whether they are planning to buy, Happen at His Feet see impending disaster and there's sell or just keep an eye on the own- Before you invite Bob Tur to your really nothing you can do about it," ership and programming shifts in pool party, know that breaking news the veteran skyjockey says. "Some their markets." swarms like bees around the veteran people get very excited. But if you've Stations in the selected markets KNX-AM and KCBS-TV reporter/ ever lived through it, it's awful. You have until Dec. 1 to sign up for the pilot. Tur was the pilot who reported get a really sick feeling watching a car additional survey. Currently, five of live from the skies above South Cen- race up the street and, at the same the markets have accepted in princi- tral Los Angeles when rioters were time, you can see the intersection up ple, though no final contracts have beating Reginald Denny. Tur was the ahead filled with other cars and been signed. guy flying at 30 miles per hour when pedestrians." Tur's three -minute aud- The addition of the markets O.J. and Al Cowlings took a ride in a io clip describes the excitement of the brings the total number of markets white Bronco down an L.A. freeway. high-speed chase, including several surveyed in the fall to 205. Of the And most recently, Tur was the mannear -misses of pedestrians and cars. 263 markets surveyed by Arbitron, who, from his sky chair, reportedThe hot pursuit ends in Beverly Hills 94 are measured four times each firsthand on a high-speed car chase as the suspect, despite a crash, defies year, 111 are measured twice annu- through downtown L.A. and Beverly police orders to stop and keeps mov- MEDIAWEEK May 27, 1996 PAGE 31

ing. Police, with guns drawn, finally [Rodney King] verdict, I was pretty reach through a window and yank sure these [police officers] would be the driver out by the hair. Though found innocent," he says. "So we the chase's audio download is a Web prepared for a riot. We went down- first and, by definition, a first fortown and talked to gang members, Tur, being the first to hover over apreachers, politicians, and they all breaking news story was not. Forknew there'd be a riot. But I was some unknown reason (even to Tur), told by [an L.A. station] that there news happens right in front of him. was nothing to worry about, to for- "A few years ago, I was walking get about it.I ignored them and with my wife in Westwood and went up [in the chopper]. They were someone right in front of me got just so out of touch." Tur doesn't shot by the sheriff's department. I work for that station anymore. ran over and helped doCPRon the When you listen to the Web guy. He wound up living a few more audio clip of the car chase, the emo- hours before checking into another tion in Tur's voice is obvious- dimension," Tur says. "So I'm real- something he says is hard for him to ly bad luck." squelch. Bad luck notwithstanding, Tur When reporting on desperate definitely has news sense (and events, "you can't sound like a dis- police and fire department -bandpassionate bystander," he says. "I scanners), which help put him in was emotional. When I was report- right -place -right -time situations. ing on the riots, I was upsetand

"A couple of weeks before the angry. I was shocked." Newsman Bob Tur gets emotionally involved at times

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escalating cost ofROE"With a small, single -page insert they get Preprints, over Power of the Printed Ad more space and more efficiency [than with ROP]," said Don Balser, your local daily newspaper is either getting thicker or thin-total market coverage manager at which advertisers ner. The long-term trend away from advertising in a daily'sA.H. Belo Corp.'s The Dallas Morn- ing News. "They're reaching their news pages is continuing, so there are fewer news pagesgeographic area." The Morning exert complete News offers a "we -print" product, every year and more special -interest sections, which are which offers advertisers printing and generally inspired more by the advertising marketplace than by the distribution services that cost less control, continue to than a normal ROP rate. "We have marketplace of ideas. At the same time, the typical daily is gettingseveral large clients using those," added Balser. "Besides that, people grow as ROP fatter with advertising inserts, according to the latest data from thearestillincreasingusageof Newspaper Association of America. preprints. It's what works and people are used to seeing them in the paper. continues to decline Results of the NAAs annual preprint insert volume survey showIf Mrs. Smith does her shopping by preprint and she doesn't get it, I cer- that the number of these advertising defunct company named Sullivan tainly get a phone call." circulars is up 1.5 percent for 1995 underwent a price war that ended in over 1994. U.S. dailies distributed February of 1994. Sullivan had 66 billion preprint inserts in 1995. thrown an oversupply into the indus- Top Flops Sunday is still the primary distribu- try, creating "a game of musical tion day for inserts. Preprint Sunday chairs," according to Liddle. Still, Honest Abe Valassis' volume has been steady. "We're in a relatively mature indus- Is At it Again try," said Liddle. "It hasn't taken Speaking of start-ups, whatever hap- a nosedive." pened to Open Air PM, real-estate The Chicago Tribune showedmogul Abe Hirschfeld's planned significant preprint -insert numbers New York City afternoon daily? The increases way over the NAA-cited paper has yet to appear on news- average. The Tribune was up 28stands. A prototypecirculating percent in 1995 over the previous among media types late last month year, though some of that wasraised more doubts than ringing attributed to acquisition. Advo, the endorsements regarding the paper's directmailer,inMarch 1995future. The entire front page was droppeditsweekendproduct devoted to a story about the newspa- because of a lack of advertisers. per itself. Inside there was a mixture The Chicago market also saw the of tepid wire -service copy, obits and addition of the home -improvement some chicken -dinner news about chain Home Depot while Bloom- Israel. The question most asked by ingdale's, Nordstrom's and Targetpundits, who are notoriously brutal, Preprints are getting all expanded. The Tribune improvedwas, "What is it? And why?" more popular with its zoning with more zip -code zones Well, it is still very much a live more advertisers and expanded some city distribu-venture. Operations are proceeding tion in total market coverage pack-out of the penthouse of Hirschfeld's circulation increased one percent to ages. "Mid -'93 to mid -'95 were mir- Hotel Pennsylvania, across from 52 billion. Weekday preprint insertacle years for us," said DennisPenn Station,but withseveral circulation grew 2.5 percent to 34Grant, vp of advertising and mar- changes. The start-up was supposed billion. keting for the Tribune. "We set to launch in late April. A new target Lynn Liddle, a spokesperson for record revenues far over expecta-date has been set for June. A new Valassis, confirmed the percentage tions. Preprints led the way." editor, Eric Gerard, has come on increase by citing Valassis revenue Meanwhile,smallerretailers board from Real Estate Weekly. Edi- numbers. 1995 revenue was $614 appear headed away from run -of - tors Richard Gooding and Laura million, a 9 -percent increase over paper advertising. The so-called Durkin have quit, along with several the $563 million in 1994. Valassis, mom -and -pops are using more tar- writers and other editors. And the News America FSI and a now -geted types of inserts due to the advertising director Rick Lyons left, MEDIAWEEK May 27, 1996 PAGE 33

but then he was rehired. However a ly for Americans abroad, will be and a sex column. The last is an new ad director, Conrad Berke, was launching with a circulation ofattempt to define the paper as an brought in from Jewish Week in a50,000 in 44 countries in Europe, adult read. A "sleaze" page will pre- position over Lyons. Sources at the Africa and Asia. In addition to the sent a cure for homesick National paper say Durkin and Gooding leftex-patraite community, the paper Enquirer devotees with the type of because Hirschfeld didn't want the is also targeted at tourists and busi- stories that tend to engage the size of the staff to grow beyond a ness travelers and will be found innational interest but don't often half -dozen. He also favored syndi- airports and hotels as well as onmake it overseas. cated material, wire stories and newsstands. The paper is being produced out reprints from magazines over origi- The pool of The American'sof a Westhampton, New York, nalwork.Finally,saidthese potential readers may be as high as office by a staff of about a dozen. sources, he was "opposed to the 1.5 million, roughly the number of"This is the print baby of the tech- entire editing process." On the busi- Americansabroad.Ofthose, nology revolution," said Kestin. nessside,thesesourcessay 200,000 are currently buying the "We're using technology to produce Hirschfeld, who owned the NewInternational Herald Tribune and the paper here, pipe it over ISDN York Post for about five minutes in USA Today International. phone lines to London and Frank- the early '90s, was opposed to con- Investment is coming from pri- furt and then move it by truck ventionaladvertising,including vate individuals in the States and in and plane." retail, preferring to run only the Europe, including some from pub- International marketing of The death notice/obit ads that are the lisher Hesh Kestin, who is a formerAmerican willbe mostly through an bead and butter of some of the popular Tel Aviv dailies after which Open Air is modeled. Gerard made few changes in the original format, still a tabloid within a broadsheet thatis supposed to focus on sports, lifestyle and fashion. He is, however, facing some of the same issues that drove out Durkin and Good- ing. "I'm going for a fifty-fifty mix, which is heavier on Export journalist: syndication than I'd like, but it's aEuropean correspondent foi Hesh Kestin of The daily," said Gerard. "You have to Forbes. Kestin expects the paper toAmerican flavor it with original stuff, but you make money upfront through cir- have to keep your eye on tomorrow. culation sales. "It'll be similar to advertising campaign on CNN and You don't want all original material the European model where 80 to the NBC Superchannel. Strategic one day and syndication the next." 90 percent of profits are based on media buys aretricky."Even Indeed, you probably don't. circulationsales,"saidKestin. posters are different sizes in each "Advertising is the cream." Still,country," Kestin said. As expected, the paper is an ideal target for sev- the paper will take advantage of An 'American' in Paris eral major ad categories, includingJean Seberg's famous scene in the telecommunicationscompanies,Jean -Luc Godard movie Breath- A New Daily for Us banks and the travel industry. less, where she wandered Paris Listings will address happenings selling single copies of the Inter- Who Live Over There in 38 cities in Europe, with the bulknational Herald Tribune. In a cam- On June2 American ex -patsof the paper made up of sportspaign the paper is producing in- around the globe will have a Sun-pages, arts coverage (mostly film - house, she'll wander the day newspaper of their own. The related), business, personal finance Champs-Elyséesyelling,"The

American, a new 40 -page, $4 week- for travelers and residents abroadAmerican, The American..." PAGE 34 May 27, 1996 MEDIAWEEK Cable TV By Michael Biirgi

off of the company or a merger with another large media or telecommunications firm. The Time Warner-TBS deal "is kind of a last stand for Malone," said one top ad -agency executive who spoke on condition of anonymity. "Once those two companies get together, he's not going to have as much power as he used to, and he knows it." Is Malone willing to let that happen? Malone and his top executives- including Peter Barton, who heads Liberty Media, the programming spin-off of TCI,and Brendan Clouston, president of TCI Com- munications, the domestic cable operator that controls some 15 million cable subscribers-have been working aggressively to pump up both company's stocks. So far, only TV's newest Mr. Nice Guy, TCI's John Malone. Whassup? Liberty has shown some success. Last Monday, its stock was trading on the higher side of its 52 -week high -low range, just below 30. TCI's Never a company Sudden Change of Heart stock however continued to languish last Monday at 181/4, just about dead Tele-Communications Inc., the country's largest cable oper- center of its high -low range. with an open-door ator and a significant owner of cable programming, has A few media analysts speculate privately that Malone's efforts indi- been acting very strangely in the last several weeks. First,cate a possible sale of the compa- policy, TCI is ny-though to whom remains the the company has been uncharacteristically public, staging $30 -billion question. (That's a rough major presentations for the press and for Wall Street analysts in the estimate of TCI's worth). Certainly, now eager to tell another stab at combining with a last month. Never known for its open-door policy with thepress, the regional Bell company (an announced acquistion of TCI by its story to anyonecompany even hosted a cocktail and dinner party for reporters atAtlantic Bell fell through in 1994) the National Cable TV Association convention in Los Angeles at remains a possibility. Meanwhile, TCI and Liberty willing to listen the beginning of the month. What on earth is going on at TCI? continue to expand their presence domestically and overseas. Two John Malone, TCI president and Federal Trade Commission was try- weeksago,Libertyagreedto one of the shrewdest and most pow- ing to block the Time increase its stake in Video Jukebox erful executives in the television Warner-Turner Broadcasting merg- Network, which runs The Box, a and communications industry, waser because the commission fears music -video service in some 20 mil- a significant no-show at the NCTA TCI might take over the company. lion cable, low -power and satellite - convention.Companyofficials (TCI owns 21 percent of TBS, TV homes. TCI also cemented its blamed it on a bad case of the flu. which, if the Time Warner-TBSarrangement with News Corp. to He had also missed one of TCI'sdeal goes through, would translate form a national sports network by dog -and -pony shows for the press in into a 9 -percent stake in Time combining its Prime Sports regional April. Then Malone resurfaced two Warner.) As usual, Malone gave no cable networks with Fox's fX net- weeks ago at a presentation for ana- indication if it was his intent to work. In that deal, TCI also got a 7 - lysts and the press about TCI's ven- move on Time Warner. percent stake in News Corp.'s Star tures and those of its sister compa- All the openness, all the specula- TV satelliteservicecoveringa ny, LibertyMedia. Atthe tion are fuel for the rumors that TCI majority of Asia. presentation, Malone said that the is up to something big: either a sell- Only time and Malone himself PROVE TO THE WORLD THAT GREAT CREATIVE SEL'_S.

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will reveal what he is up to. Suffice it also bought the rights to Super scheduling The Three Stooges at 11 to say that if it is his swan song-andFriends, Roger Ramjet and the car-p.m. Larry, Curly and Moe are gen- some observers say it could be, that toon version of The Addams Fami- erating impressive male demo- he is tired of playing the mogul ly. The block will debut June 1. The graphics, according to Rick Sir- game-it will be a grand move. Ger-next day, Cartoon will roll out a vaitis, president of IFE Ad Sales, as ry Levin, watch your back. Sunday -morning preschool block well as causing the net's universe called Small World, animated shorts rating to jump 60 percent-from a from around the world.Titles 0.5 to a 0.8 since the show's Febru- Tim Robbins' Latest include The Babaloos from France, ary launch. ESPN's SportsCenter Christopher Crocodile and Old Bearstill dominates in actual numbers of Death Plays the Ref Stories from England and Pingu, a men, but in viewers per viewing In Indie Film's Promo penguin from Sweden. The block household-the percentage of people leads into Cartoon's original Big in that demo watching at 11 p.m.-in As a sort of homage to This Is Spinal Tap, Rob Reiner's fictitious documentary about a heavy-metal band's final tour, the Independent Film Channel recently recruited actor/ director/New York Rangers fanatic Tim Robbins. He stars in the IFC's commercials airing on Bravo and the SportsChannel regional sports networks (all are owned by Cablevi- sion Systems Corp.). The three spots parodytheindiefilmmaking process, with Robbins making a fictitious documentary about pro hockey called Cross Czech. Inthe commercial,real -life Rangers give Robbins directing advice, making highly academic, cin- ematic references to Citizen Kane and suggesting alternate camera angles. It's not every day one hears Czech mates: Tim Robbins gets tips on directing from hockey's hockey players dropping names like New York Rangers in Independent Film Channel spots Robert Altman, Ingmar Bergman and John Frankenheimer. In one of Bag, a coproduction with Children's men 18-49, the Stooges tied with the spots, they even suggest that Rob- Television Workshop, which hasn't Discovery Channel for second place bins use the grim reaper as a stand- produced an original show sincebehind ESPN. Family Channel in for the ref, a tip of the hat toSesame Street. Cartoon then will actually beats ESPN (but comes in Bergman's famous Wild Strawberries. add The Tex Avery Show, featuring behind Discovery) in men 25-54 The spots were produced by @radi- 135 cartoons directed by the leg- VPVHs. Family more than doubled cal media, and began running on the endary cartoon director responsibleits VPVHs in both demographic networks this month. for the creation of Droopy Dog andcategories, while both Discovery's Screwy Squirrel but who also direct- and ESPN's dropped,ashas ed early Bugs Bunny, Daffy DuckMTV's.(Alltheratingsand Nothin' Up My Sleeve and Porky Pig 'toons. VPVHs are supplied by Nielsen Media Research.) Presto! 'Bul!winkle' Sirvaitis said the network is so Jumps to 'Toon Net Nyuk, Nyuk, Nyuk encouraged by the numbers that it plans to add the Stooges at 6 p.m., Cartoon Network will be rolling out Three Stooges beginning in June, to run through several new shows this June. The Discovered Yet Again the summer. "From research we've network, which counts almost 30 done,itseems the Stooges are million cable homes, has acquired Here's a litte-known ratings fact: becoming a cult hit on college cam- the rights to Rocky & Bullwinkle,The Family Channel, which haspuses," said Sirvaitis, pointing out which until recently had been run- been riding a ratings surge in prime that Family's men 18-34 VPVHs ning on Nickelodeon. Cartoon has time, has scored a minor coup by have also tripled. STUDENT #21,687

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MOVERS

CABLE The Media Elite J. Michael Byrd has been promoted to president of BY MARK HUDIS AND ANYA SACHAROW Turner International -Asia Pacific, a subsidiary of Turn- er Broadcasting System. Pri- work has signed Benchley to do or to joining TBS in April NBC Lands Big Fish another miniseries-this time 1993, Byrd was with the an original. It'll be called Devil's Samuel Goldwyn Co. in Los Overheardat the swanky It couldn't have taken too Cargo. (If the captain wants you Angeles...Comcast has William Morris Agency much brainstorming to come up to go below and find out why the appointed Amy Banse to vp cocktail party last Mon- with this idea. Benchley's minis- engine room isn't answering the of programming develop- day night at New York City's eries The Beast was a ratings intercom, pretend you don't ment for Comcast Cable `21': NBC has big plans for Jaws monster for NBC during this understand English.) Communications. Banse author Peter Benchley. Said one month's sweep battles. The two - The series is set to be pro- joined Comcast in 1991 as suit to another: "Y'know what night special averaged a 30 duced by Dan Wigutow-the deputy general counsel. Stephen King has been doing for share and was ranked No. 2 and king of miniseries. (He did Fatal ABC? Well, NBC wants to set No. 3 in the weekly rankings. Vision, Blind Faith, In the Best of PRODUCTION up Benchley as a miniseries Not bad for a fish story. Families, as well as The Beast.) LouLaTorrehasbeen franchise of its own." Turns out the peacock net - From what we could hear, the upped to president and coo handshake deal to bring the new of New World Sales and Benchley project to NBC hap- Marketing,partof New pened somewhere between the World Communications guy in the chef hat carving little Group. LaTorre succeeds pieces of steak and the speed bar Farrell Reynolds, who was near the back of the room. No promoted last January to coincidence here. Wigutow is a ceoofthe New World William Morris client. Broadcast Group. LaTorre There must have been a joined New World in 1994 dozen other deals sealed at the from Turner Broadcasting. fete-WMAs 10th annual network -TV preview -week party. DISTRIBUTION So much weight in one room- Steven Heurta has been including Jeffrey Katzenberg of promoted todirector of DreamWorks SKG, producer research for MTM World- Steven Bochco, CBS program wide Distribution. Previous- boss Les Moonves and Madison, ly, Huerta was manager of '21' guns: At William Morris' annual TV party in NYC, the new Wonderbra model. We research at MTM. DreamWorks' Jeffrey Katzenberg (c) with WMA execs couldn't be everywhere at once. (I to r) Sam Haskell, Jim Griffin, Norm Brokaw and Lou Weiss But we tried. DIRECT BROADCAST American Sky Broadcasting has named Robert Redella For Media Elite, Gambling s High Art tity of works, in depth in whatev- senior vp and chief pro- er period they're interested in." gramming officer. Redella RTnews' annual "Top Perelman and Canadian newspa- Annenberg collects Impres- had been vp of program- 200 Art Collectors in the per baron David Thomson. sionist and Post -Impressionist. ming and investments for World," due out next The real suspense: Is Pent- Filipacchi likes the Surrealists Cox Communications. month, cites the elite of the col- house publisher Bob Guccione on and Geffen favors contemporary lecting world. So which media or off this year's list? Guccione, aart. The Newhouses are modern PRINT elitists made the list? Former TV collector of Impressionist, Post - art people. The Ovitzes mix Daryl Bowman has joined Guide owner Walter Annenberg Impressionist and Old Masters African antiquities with their Entertainment Weekly's New comes as no surprise. Record work, is rumored to be selling off modern pieces. Perelman's big on York ad sales staff as fashion mogul David Geffen, the so- some holdings to offset financial contemporary art too. and beauty manager. He called richest man in Hollywood, difficulties. At press time, ART - Why are media types so comes over from the New is there too. Publishing giants news hadn't decided. interested in contemporary art? York Times Co., where he Daniel Filipacchi and Victoria "One looks for active collec- Says MacAdam: "Older work is was an account manager for and S.I. Newhouse Jr. are also top tors," says Barbara MacAdam, a less of a risk -taking venture. the Times' Magazine. collectors, along with Disney's senior editor at ARTnews. "Peo- The contemporary collector is Michael Ovitz, investor Ronald ple who have a fairly large quan- more of a gambler." -AS May 27, 1996 Culture 1 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'sTop20 Albums and-coming artists who MTV believes have special potential. Of the 40 Compiledfroma national sampleof retail,storeand rack sales reports,for the week ending May`25th,1996provided bySound Scan. videos that MTV designated as Buzz Clips since January 1994, more than This Last Peak Wkson Week Week Pos. ChartArtist Title 75% have been certified gold or plat- 1 3 1 13 Fugees Score inum. (Week of 5/20/96) 2 1 1 3 Hootie & The Blowfish Fairweather Johnson

3 5 1 48 Alanis Morissette Jagged Little Pill Artist/Group: Tracy Bonham 4 New 4 1 Pantera The Great Southern Song/Video:Mother Mother Trendkill Director:Jake Scott 5 6 2 9 Celine Dion Falling Into You Bonham's provocative, jarringly honest 6 2 2 2 Dave Matthews Band Crash songs amply communicate the freshness with which the classically -trained violinist 7 4 4 2 The Cranberries To The Faithfu Departed and guitarist/singer/ songwriter 8 11 8 26 Tracy Chapman New Beginning approaches her craft -- remarkable con- 9 8 5 4 Brooks & Dunn Borderline sidering the fact that she's only been per-

10 9 1 4 Rage Against The Machine Evil Empire forming in this arena for the last three years. 11 10 7 3 George Strait Blue Clear Sky

12 New 12 1 The Cure Wild Mood Swings 13 13 1 26 Soundtrack Waiting to Exhale Artist/Group:Rage Against The Machine 14 7 4 3 Soundtrack Sunset Park Song/Video:Bulls On Parade Director:Peter Christopherson 15 12 1 32 Mariah Carey Daydream Heavy metal has never been much of a 16 16 5 63 Shania Twain The Woman in Me forum for political debate, however Rage 17 15 4 70 Bush Sixteen Stone Against The Machine hope to change that 18 14 4 32 Oasis (What's the Story) with their blend of roaring guitars, barked Morning Glory? raps and political activism. Their recent influences include the sonic dissonance of 19 19 14 9 "Weird" Al Yankovic Bad Hair Day Fugazi and the thrash -funk style of early 20 17 4 7 Stone Temple Pilots Tiny Music ... Songs From Red Hot Chili Peppers, as displayed on The Vatican Gift Shop their second album, Evil Empire. © 1996 Billboard/Soundscan, Inc./Broadcast Data Systems Artist/Group:Marilyn Manson Song/Video:Sweet Dreams Director:Dean Karr Nielsen's Top 15 NetworkPrograms Marilyn Manson continues its assault on These are the top 15 Network programs for the weekending May 12, 1996. the morals, ideologies and nightmares of American culture with their debut release, Rank Program Network Rating Share Rank &Worn NthornicRating Skare Smells Like Children.. This South 1 E.R. NBC 22.8 37 9NYPD Blue ABC 15.3 25 Florida band was the first to be signed to 2 Seinfeld NBC 20.4 33 10 Home Improvement IRS) ABC 14.1 21 Nine Inch Nails' Trent Reznor and John 3Friends NBC 18.1 33 11 Home Improvement ABC 13.9 21 Malm, Jr.'s Nothing record label. - In 4 Caroline in the City NBC 17.4 28 12 CBS Sunday Night Movie CBS 13.0 21 fact, Trent Reznor produced and mixed the album. 5 NBC Sunday Night Movie NBC 16.0 26 13 20/20 ABC 12.9 24 6 The Single Guy NBC 16.0 28 14 Frasier NBC 12.6 21 7 Roseanne ABC 15.6 27 14 Grace Under Fire ABC 12.5 20 8 NBC Monday Night Movie NBC 15.5 25 Source: Nielsen Media Research R= Repeat S=Special Page Cl CLASSIFIED ADVERTISING/May 1996

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ADWEEK ONLINE. MPEG ompression YOU'LL NEVER BE HAPPY THREE AUDIENCES CD -R Dupes OFFLINE AGAIN FOR THE PRICE Order your starter kit today for $29. There's no monthly OF ONE 25-6575 fee, just 89c/minute for usage. For the cost of one insertionin ADWEEK, your ad appears Just call 1 800-641-2030 or 212-536-5319. in three different magazines: ADWEEK Classified, BRANDWEEK Classified and MEDIAWEEK Classified. I Fax: 212-536-5310 INFOSYSEMS or E-mail:[email protected] THREE FOR ONE . . , not a bad idea. Adweek Online. Call M. Morris 1-800.7-ADWEEK You'll never be happy offline again. 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 Mark O'Halloran, Sr. Vice Pres. (800) 762-0054 ADWEEK Call M. Morris at 212-536-6493 CLASSIFIED or 1-800-7-ADWEEK CALL 1-800-7-ADWEEK CLASSIFIED ADVERTISING/May 27, 1996 Page C6

OFFERS & OPPORTUNITIES EMPLOYMENT

BUSINESS OPPORTUNITIES CONFERENCES

A Few Openings For TURN YOUR SMALL Ambitious Account, AGENCY INTO A Media & Creative People Be sure of a seat. Order your tickets now. LARGE AGENCY 'UNTHINKABLE IDEAS" AAAA New Ideas Conference June 4th OVERNIGHT! New York Information & You're a very small ad agency/ Technology Center GENERAL MANAGER entrepreneur with very big talent and ambition. But you can't crack [email protected] thelarger accounts because of or 875-8108 for info. NEWS & CURRENT your limitedsize and resources. You'retryingtodotoo much yourself. You'retied down in paperwork, juggling vendors, deal- ANNOUNCEMENTS AFFAIRS ing with freelancers. Why not join Network TEN Limited continues its outstanding success as one of three free to air our large, well known NJ agency Networks with our renewed, innovative approach to broadcasting and market and "get alife!" You'll combine VISIT ADWEEK ONLINE positioning. News and Current Affairs is a significant focus for TEN providing a strongearningspotential with variety of programs throughout the Network which continue to stretch the i strong support -so you can grow ON THE INTERNET AT fast,withoutalltheheadaches. horizons of News and Current Affairs. http://www.adweek-online.com Reply in strictest confidence: A unique opportunity is available for an experienced General Manager to head Or for more information call ADWEEK Classified, Box 3849 1-800-641-2030/212-536-5347 up our News and Current Affairs group, to take and apply their drive and 1515 Broadway, 12th fl. e-mail: passion for the editorial environment, setting and challenging the standards. New York, NY 10036 [email protected] You will report directly to the Chief Executive Officer and participate with the Executive Management team in developing and setting current and future plans to take advantage of market and business opportunities. Having set the plans, OFFICE SPACE DEDICATE YOUR your new role provides the scope and autonomy to manage and lead a large CREATIVITY TO diverse group of people to meet short and long term objectives. The role will require you to utilise your strategic abilities, decisiveness and CLASSIFIED common sense to ensure programming is informative, entertaining and balanced, SOHO SPACE Send Us Camera Ready Art Work.Your ad will Share sunny 1600 sq. stand out from the others and get better while meeting the diverse needs of daily news and tight deadlines. You will also set bookpublisher. 7 day/24 hr. results, if you are creative and design an ad the editorial agenda and provide guidance to develop anticipated opportunities. Doorman - fax -phone system - NC that sells your jobs to potential employees You will ideally have several years experience in a senior media management copier. Ideal for graphic designer, Call 1-800-7-ADWEEK and get the details. role with responsibility for a broad functional area. Your experience will have rep, etc. Call been gained through a strong journalistic background, preferably in a large television news environment. You will also possess a clear understanding and 924-2855 CALL 1-800-7-ADWEEK feel for the Australian culture and news environment. Advanced educational qualifications will be highly regarded, however, are not essential. This is a unique and exciting opportunity to join a progressive commercially focused organisation at the highest level. To take the next step please forward your resume in strictest confidence to: EMPLOYMENT Mr Neil McCarthy Network Human Resources Manager Network TEN Ltd 44 Bay Street MEDIA PLANNER/ MEDIA PLANNER Ultimo NSW 2007 AUSTRALIA SEATTLE PHILADELPHIA McCann-Erickson Seattle is seeking Bozell Worldwide has a challenging OUR TERRIFIC ADMINISTRATIVE ASSISTANT a Media Planner with 3 years' expe- opportunity for an enterprising indi- rience planning all media. The ideal vidual. Idealcandidateshould JUST GOT PROMOTED. candidate will be a creative thinker have a min. of 2 yrs. media exp. in NOW, WE WANT SOMEONE JUST AS GOOD. with the ability to develop traditional planning and implementing a vari- and non-traditional media plans; de- President and Senior V.P. at top NY -based magazine company need an effi- ety of media with an emphasis on tailoriented;possess strongoral cient, highly organized, and articulate assistant to help manage our business andwrittencommunicationskills; broadcast. Must be a computer lit- lives. You must be professional in demeanor, intelligent and service -oriented on and work well with clients.Must be erate team player.Please fax or thetelephone,andskilledintheusualcomputersoftware,including computer proficient.Please send re- mail resume with salary history to: spreadsheets. At least 3-5 years experience required. We offer generous salary sume, salary requirement and writ- Bozell/SMS Attn: JB/PhIlly and benefits. ing samples to: 535 Anton Blvd., Suite #700 Send resume to: McCann-Erickson Seattle Costa Mesa, CA 92626 ADWEEK Classified, Box 3852 Attn: James McCann Fax # (714) 708-9299 1515 Broadway, 12th fl. 1011 Western Avenue, Suite 600 New York, NY 10036 Fax: 206-971-4299 EOE/AA/M/F/DN We're an Equal Opportunity Employer. No phone calls please No phone calls please

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, 1/2 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, 1.515 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 27, 1996

HELP WANTED

ACCOUNT MEDIA Advertising SUPERVISOR PLANNER/BUYER GRAPHIC Mid -sized NYC advertising agency, Pittsburghadvertising agency DE SIGNER Salesperson with blue chip client roster, seeking Account Supervisor with 5+ years seeksmediaplanner/buyerwith Chelsea GCA Realty, Inc. is a firm specializing in development & management Meredith Corporation seeks a experience inAccountManage- minimum 5 years experience developing targeted and creative busi- of up -scale manufacturers' outlet cen- proven performer to sell space ment. Package goods experience ters. We have an exciting position for a for Mature Outlook magazine. necessary,telecommunications a ness -to -business print media plans. motivated individual with mastery of plus. Looking to hire Immediately. Potentialcandidateshouldalso Quark, Photoshop & Illustrator. Proven Successful candidate must Highly competitive salary. Please possess well-rounded media expe- "high -end image" design skills needed. send or fax resume to: have a college degree or rience,strong CAD experience a plus. Specific chal- Christine Martin presentationskills equivalent, excellent communi- and an interest in a high level of lenges will involve working to enhance & JMCT update Leasing and Consumer market- cation/presentation skills, and 445 Park Avenue client contact. ing materials. Retail/fashion experience at least 5 years' experience New York, NY 10022 Fax resume to: also a plus. demonstrating a proven track FAX: (212) 308-4984 412-394-6620 record in ad sales. Contacts at Chelsea GCA provides an excellent total compensation package including 401(k). agencies and consumer clients For immediate consideration, send sam- a must. Excellent compensa- ples & resume which must include salary tion package. Top-Nolch Freelance Talent Needed ACCOUNT EXECUTIVE history & requirements to the Director $50MM + award -winning agency seek- of H.R., Position 6096 CHELSEA Location: New York City We're one of L.I.'s fastest growing ing to build on our 34 -year track re- GCA REALTY, INC, 103 Eisenhower agencies specializing in health care cord. We need an AE with 3+ years Parkway, Roseland, NJ 07068-1029. Please send resume and cover and B -to -B accounts. If you're a agency account management experi- EOE M/F/DN. letter with salary history in con- ence, a strong marketing/strategic or- talented art director or copywriter ientation and the ability to sell good No phone calls, please. fidence to: and available on a freelance basis, creative. Telecommunications experi- we'd like to get to know you. ence a plus. Want to help create national campaigns while living in a me- CHELSEA GCA Send your book or samples of your work to: dium-sized sunbelt city? eredith Send your resume and salary history to: AlCORPORATION Director of Account Services III CJRW Leading consumer magazine Ms. Rock LOWELL 303 W. Capitol Avenue HARRISON Little Rock, Arkansas 72201 Corporate Manager LEIFERA publisher seeks individuals or FAX to (501)376-4241 Staffing Services/Dept.159AW 100 Merrick Road, Rockville Centre, NY 11570 for the following positions: Meredith Corporation Equal Opportunity Employer M/F 1716 Locust Street Sr. MARKETING MANAGER Des Moines, IA 50309-3023 Developcreativeadsalespres- FAX: 515/284-2958 ACCT COORDINATOR "RESCUE ME" entations. Min. 5 yrs. ad research Medium-sized midtown ad agency and sales presentation exp. req'd. An Equal Opportunity Employer seeksbright,assertiveand Complete Coverage Knowledge of MAC Persuasion pre- energetic individual to provide ad- ferred. (Indicate Job Code: ME) ministrative support to senior exec- Media Planners/Supervisor... 30-55K RESEARCH ANALYST utivesandaccountgroup.Op- Media Buyers To 45K DOE Compile & utilize research for ad portunitytoassumeaccount Entry Level Positions In: sales applications. Strong analytical coordinator responsibilities forre- & report writing skills. Min. 1 yr. exp. MAGAZINE centcollegegradinterested in Network Buying, Media Assistant & w/computer access of syndicated pursuing advertising career in ac- Public Relations Assistants 30K sources (SMRB, MRI, LNA) & data- AD SALES count mgm't. Prefer some market- base software. Knowledge of MAC a Call Or Fax The N.Y. office of You're a dynamic, inventive sales ing -related internship exp. Must be plus. (Indicate Job Code: BF) rep with 3-4 years of sales experi- computer literate in Word & Excel The Gromwell Group Send resume with ence in advertising, marketing/ and have excellent organizational salary history & job code to: promotions,orpublishing/media. skills. Please fax letter, resume and Ph 212-972-9300 WENNER MEDIA INCORPORATED salarydesiredto: Human Re- You're attentive to detail, fantastic 1290 Avenue of the Americas sources (212) 261-4224 Fax 212-697-8637 atfollow-up,and a persuasive New York, NY, 10104 writer and presenter. We're a major trade magazine publisher (you'll re- No Calls. Response not guaranteed. EOE M/F. cognize the name). If you can increase current accounts and win NATIONAL SALES COPYWRITER new ones, let's talk. DIRECTOR Miami MARKETING Send resume and salary Broadcast Media Minimum 3 years agency experience. DIRECTOR history (a must) to: Primarilyprint and collateral, some Young,fast growingsoftware ADWEEK Classified, Box 3774 Overall management responsibility broadcast. English/Hispanic bilingual company in digital audio for radio 1515 Broadway, 12th fl. for staff of 10; direct sales activity, preferred but not essential. Account is looking for motivated marketing New York, NY 10036 staff development, market planning mix includes tourism & hospitality, pro to manage sales team and de- and budgeting functions. casino,cruiseline,cargocarrier, velop national marketing strategy We're an equal opportunity employer. We seek outstanding track record travel trade advertising. for maximum impact. Ideal candi- in media sales (broadcast or print), Full -service ad agency,excellent date has 3-5 yrs hi -tech sales/mktg top notch leadership skills and an in- benefits.Send 5 ormorenon- experience, excellent interpersonal terestinjoiningsenior manage- returnable print samples to: skills, and good knowledge of PCs ACCOUNT MANAGER ment team in well established enter- S. Brinkley and Windows. Marketing degree Solid opponunity for acct exec with tainment media company. Outstan- Ryder & Schild preferred.If you are creative, or- 3-5 yearsagencyexperience. ding growth opportunity. ganized,entrepreneurial, send 2100 Coral Way, Penthouse your resume and cover letter with Spearhead agency growth. Take Fax resume, in confidence, to: Miami, FL 33145 chargeandexpand established salary requirements to: new businessoperation.Service JT @ 212-586-1024 No phone calls. Dalet Digital Media newaccounts. Manage overall Systems company sales and service. Report to the president. Send or fax re- 285 West Broadway, Suite 605 sume, salary requirements and re- New York, NY 10013 ferences to: FILM & TV JOBS LOOKING FOR A JOB? Attn: Personnel/#MD2 Quorum, Inc. Entry level to senior level professional Visit No phone or faxes, please. 3513 Concord Pike, Suite 2000 EOE Wilmington, DE 19803 jobs in entertainment nationwide http://www.adweek-online.com Fax: (302) 479-5625 (cable & TV networks, film/TV studios, Or for more information call TV stations,etc.). 2x/mo. For Info., 1-800-641-2030/212-536-5347 Entertainment Employment Journal: e-mail: Reach your ad community in CALL 1-800-7-ADWEEK (800) 335-4335 (818) 901-6330 [email protected] ADWEEK CLASSIFIED CLASSIFIED ADVERTISING/May 27, 1996 Page C8

HELP WANTED

PUT YOUR CREATIVITY TO THE TEST Join the innovative team at Guinness Import Company, long recognized as a HAL RINEY & PARTNERS leading importer of premium beers. As we continue to expand, we now have the INCORPORATED following exceptional opportunity for a creative promotional professional at our Stamford, CT headquarters: PROMOTIONS MANAGER HIRING IS OUR LIFE Acting as liaison between brand marketing, sales and creative agencies, you will Or at least it has been lately. And, our lifestyle will not change in the manage consumer and trade promotions for three brands. This includes devel- immediate future. We've just won a major piece of new businessand opment,logistics and execution; developing and purchasing promotional we're looking to staff up with experienced advertisingprofessionals. merchandising and premium materials; managing a wide variety of suppliers; Telecommunication experience a plus. managing print production; sourcing all printed materials; and informing promo- ACCOUNT SERVICE tion agencies on matters regarding brand strategy and positioning. We need account people on all levels. We're looking for savvy To qualify, you must have a bachelor's degree, 3-5 years of promotion manage- account people to work in the field as well as account people to ment experience; strong knowledge of print production; and technical expertise in manage the strategic direction and production of the work. For printing, photography, design and art direction. Financial management skills, any administrative assistant candidates: you must be anorganized, knowledge of suppliers, vendors, field sales and distributor networks, and a basic flexible team player with experience on Macintosh programs understanding of legal promotion regulations and restrictions are essential. You including Word, Powerpoint and Excel. must also have strong negotiation, interpersonal, oral/written communications, and organizational skills. Beverage industry experience is a definite asset. BROADCAST PRODUCTION Need mid -senior level producers. We offer a competitive salary and comprehensive benefits. For consideration, please send your resume with salary history to: MEDIA Need media planners and planning supervisors. Guinness Import Co., Dept. MT/PM Six Landmark Sq. STUDIO, TRAFFIC AND PRODUCTION Stamford, CT 06901. Yep, we need 'em all, but not entry level. Mid -senior level wanted. We are an equal opportunity/affirmative action employer m/f/d/v. FINANCE Need a financial coordinator. Personality, IBM & Donovan experience a plus. HUMAN RESOURCES What, do you think we could handle all this hiring without some help in Human Resources? We think an HR assistant is in order GUINNESS IMPORT COMPANY and we're looking for an aspiring HR professional who is organized, flexible, has knowledge of HR systems and reports, and who is just plain fun to work with. ALL POSITIONS Are we done yet? For now, anyway... New Jersey's most award -winning 4As ad agency Please send your resume specifying which area and position you are is also one of the fastest growing: applying for to: Account Executive: Minimum 3-5 years account management exp., financial Human Resources, Attn: Mary Kelly/SF services exp.helpful. Must be pro -active with strong strategic planning/ Hal Riney & Partners, Inc. analysis ability. Excellent written, verbal and presentation skills required. 735 Battery Street, San Francisco, CA 94111 Assistant AE: 2 years agency exp. Must be organized, self -directed and detail oriented. Excellent opportunity to grow as we do. Media Planner: 3-5 years exp. National/regional planning and buying background. 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 MANAGER, INTERACTIVE ADVERTISING services, high tech, industrial, web pages. Works well both in teams and in- N2K Entertainment, a leading provider of music services on the Intemet, is looking dependently. for a savvy, creative, hands-on interactive advertising manager. Responsible for Traffic/Production Assistant: Min. 3 years exp. in all aspects of Traffic. driving traffic to Music Boulevard and other genre -based music sites. Oversee on- Must be detail -oriented w/strong scheduling/coordinating skills. Digital pro- line ad/sales effort; manage relationship with outside agency; establish creative con- duction knowledge a must. Ability to juggle numerous projects. Overtime re- cepts for targeted demographics; analyze research and tracking reports. quired. Fax or mail resume and salary requirements to: Candidate must be a self-starter; well -organized, with excellent communication skills. Requires experience with budgets as well as strong negotiating skills. Human Resources Must be computer proficient and familiar with basics of Internet marketing. Music The Lunar Group industry experience a plus. If you're smart, energetic, motivated and passionate 9 Whippany Road about music and the Internet, come join our team. Whippany, NJ 07981 Forward your resume and salary history to: FAX: 201-887-3722 Human Resources N2K Entertainment REACH YOUR AD COMMUNITY 55 Broad St. 10th Floor, New York, NY 10004 ADWEEK MAGAZINES FAX: (212) 742-1754 E-MAIL: [email protected]

USE ADWEEK MAGAZINES TO GETNATIONAL EXPOSURE Page C9 CLASSIFIED ADVERTISING/May 27, 1996

HELP WANTED

VICE PRESIDENT, PROMOTION El Entertainment Television, a dynamic and established interna- DESIGNERS tional cable television network, is currently seeking a Vice Pres- If you're challenged by solving problems creatively, specialize in consumer- ident, Promotion. Individual will be responsible for overseeing goods packaging, work well with others, & have a "can -do" attitude...we need the promotion department's creation and implementation of pro- you!Established, award -winning package design consultancy seeks mid- motion programs on a national and local level. Minimum 5 dleweight graphic designer & project manager specializing in Branding & Con- years experience at a broadcast levelinsales promotion, sumer Packaging. Mandatory 5-10 yrs. pkg. experience. Competitive salary/ marketing and/or direct sales required. Strong entertainment benefits. Send resume to: industry contacts required; knowledge of cable industry a plus. Salarycommensuratewithexperience.Excellentbenefits P. McMaster package and 401K Savings Plan. Please send resume with Lipson AlportGlass & Associates salary history to: 2349 Victory Pkwy. E! Entertainment Television Cincinnati, OH 45206 Attn: VP Promotion ENTERTAINMENT 5670 Wilshire Blvd. TELEVISION Los Angeles, CA 90036 Equal Opportunity Employer AD/MARKETING AGENCY ACCOUNT SUPERVISOR SENIOR WRITER/ If you've got 5 yrs. solid brand -building, direct & promotional exp, we're in- CREATIVE terested in you. If you've been on the Agency side, mostly, w/a few yrs. GULFSTREAM AEROSPACE Client -side -that's great! The more multi -disciplined you are, the more you'll fit into our integrated Agency. Add in sales exp, killer strategies, and New Hilton Head Island MARKETING/PR Media exp & you could be our next Sr. AE. The Anderson Group, afull -service advertising/marketing agency located WRITER Fax resume: on Hilton Head Island, South Carolina, Versatile writer with 5+ years expe- ADV Marketing riencewanted isseeking a talented writer/creative forNew Jersey - 203-324-4680 based major nationalrealestate individual to work primarily on the pre- company with new entrepreneurial stigious Gulfstream Aircraft corporate focus for marketing/public relations aviation account. Applicant must have work including brochures, promo- strong conceptual skills as well as ex- tional material, press releases, on- cellenttechnical and business -to - line material, executive communica- ART DIRECTOR MEDIA business writing skills. Knowledge of tions. Experience with major con- A small,but growing,full -service corporateaviationadefiniteplus. sumer brandhelpful,must work marketing and advertising firmis PROFESSIONALS Agencybackgroundpreferred.Im- well under tight deadlines. Dynamic lookingforamulti -talented,de- Unlimited Opportunity mediateopening.Excellentsalary, atmosphere. Cutting -edge, growing dicated and conceptually gifted art company. Please send or fax your Exciting, hi-tec agency looking for benefits and quality of life. resume to: director withatleast 3 years of Please fax resumes along with Christine agency -relatedexperienceto experienced media planners and samples of your work ASAP to: Jett Cox RLSM manage the hustle and bustle of supervisors. Tech or business -to - The Anderson Group P.O. Box 165 our art department. Must be well business exp aplus.Must have New York, NY 10185-0165 (803) 686-3711 and be able to handle print planning exp. Great salary and FAX: (212) 484-7130 and supervisemultipleprojects benefits. Send or fax resume with fromconcepttocompletionto salary requirements to: presentation. ExpertatQuark,Il- Leigh ASS'T ACCT EXEC NATIONAL ACCOUNTS lustrator and Photoshop. S/M DCA Advertising has a challenging Fax resume, 641 Ave of the Americas, 6th fl position available in Account Ser- MANAGER salary requirements to: New York, NY 10011 vicesfor a high-energy, self - 212-867-3761 FAX: 212-366-6933 motivatedcandidatewithstrong wanted for video publishing com- verbal communicationskills.This pany. Requires minimum 5 years position requires a min. of 2 yrs. ad experiencesellingbig -ticketpro- agencyexp. asaccount grams to consumer package goods coordinator,preferably in con- companies. Extensive travel. Salary BUSINESS AFFAIRS CREATIVE RECRUITER sumer goods and/or officebusi- We are in search of a Creative Re- ness equipment. Computer skills. Ex- +benefits+open-endedcom- MANAGER missions. Forward resume to: cruiterbasedinNew York.3-5 cellent benefits. Please fax your let- Get out of the cold and come to paradise ter,resume andsalaryrequire- Jennifer years design/agency experience a mentsto:(212)261-4224. NO fax: 203-325-4377 Major South Flonda ad agency seeks must. Strong organizational, nego- PHONE CALLS PLEASE e-mail: [email protected]. experienced business afftirs manager tiationand communicationskills Develop own system for talent payments necessary. Wearestaffing and estimating specialistsintheGraphicArts/ Talent payment experience essential Advertisingindustry.Please send resume to: Full health and 401(k) benefits available THREE AUDIENCES ADWEEK Classified, Box 3494 Send resume to: 936 Merchandise Mart Bob Schenkel Chicago, IL 60654 FOR THE PRICE Harris Drury Cohen 1901 W. Cypress Creek Rd., 6th Floor Fort Lauderdale, FL 33309 CAREER OF ONE or fax to: (954) 771-4929 SURFING? For one low price, your Classified ad appears in three different magazines: ADWEEK Classified, BRANDWEEK Classified and www.rga-joblink.com MEDIAWEEK Classified. MEDIA PROFESSIONAL Roz Goldfarb Associates THREE FOR ONE..., not a bad idea. TOP 10 Media Services Company looking for energetic, take charge (212) 475-0099 Call M. Morris 1-800-7-ADWEEK person to shareallplanningre- or just Fax it to: (212) 536-5315 sponsibilities on prestigiousretail andimportedbeeraccounts. ATTN: FREELANCERS Heavy client contact. Mid -town location. Minimum 8 years experience. ADWEEK can offer you the expo- For Classified Advertising Rates Proficient with Excel, Word, Telmer. sure you need in our Services & Resources section. If you need to Call M. Morris at 212-536-6493 Fax letter and resume to: get your service out to the people (212) 753-5533 who matter, you need to advertise or 1-800-7-ADWEEK now. Call for info 1-800-ADWEEK. * * * Classified Advertising M. Morris at 1-800-7-ADWEEK * ** CLASSIFIED ADVERTISING/May 27, 1996 Page C10

HELP WANTED ATTENTION COPY PROS 111111111 .il.I.i. DIMAC DIRECT/St. Louis seeks action figures with BIG ideas and knockout concepts for financial, retail, travel, and other national accounts. If you're smart, articulate, high-energy, proactive and have a background that includes direct response, we'd like to talk with you right away. ng SENIOR COPYWRITER/ACD Opportities A strategic superhero and dynamic presenter with a strong DM, sales promotion and/or print portfolio. You'll help direct a growing team of talented creatives while building relationships with both DIMAC account service Midwest Location and our Fortune 500 clients. This key position requires 8-10 years of expe- global leader in the consumer packaged goods industry is seeking talented rience, along with a high level of creativity, enthusiasm and integrity. A professionals for two marketing opportunities. We can offer the right individu- COPYWRITER als ongoing challenge, meaningful responsibility, and an opportunity to grow with a successful Fortune 100 Company. if you've got 3-5 years of solid experience and a good start on a great portfolio, your next job should be with DIMAC. We'll team you up and let To become a member of this exciting team, the successful candidates will pos- you loose on a variety of big -name national accounts. sess the following qualifications: We will provide a competitive compensation and benefits package. For consideration, please send your resume, salary history and the best cover let- Product Manager ter we've ever read. BS/MBA desirable (with marketing emphasis) 3-5 years Classical Marketing experience with consumer packaged goods D. Nersesian/Creative company Excellent interpersonal/communication skills DIMAC DIRECT Consumer promotion and new product experience helpful One Corporate Woods Dr., Bridgeton, MO 63044 EOE M/FIDN Assistant/Associate Product Manager This opportunity is brought to you by our clients. BS/MBA desirable (with marketing emphasis) l-3 years Marketing experience with a packaged goods company Excellent interpersonal/communication skills Solid analytical skills W =in = Ara= In return for your expertise, we offer a competitive salary, excellent benefits and relocation assistance. For immediate consideration, please send resume to: P.O. Box 2190 Dept. TO -8698 Oak Park, IL 60303

RETAIL ART DIRECTOR/PRODUCTION MANAGER An Equal Opportunity Employer M/F/D/V Hollywood Video, the nation's second largest chain of video superstores, seeks Non -Tobacco Company a talented individual with a love of movies and retail.If you adore creating store signage, POP, and collateral, live to manage the production process and enjoy supervising a design staff and visual presentation in a fast-pacd environment, we should be talking. We offer the climate and lifestyle of the Pacific Northwest, and the excitement of working in the retail entertainment industry for one of the ACCOUNT SUPERVISOR (min 5 yrs exp) If you offer a minimum of seven fastest growing retail companies in America. Worldwide promotional marketing Agency is seeking an Account Supervisor to years experience, please send your resume (must include salary history and re- accommodate new business growth.Initial assignment in LA headquarters, requirements) and non returnable samples of your work to: Hollywood Entertain- location after 6 to 8 months. ment Attention: Colleen Sadorus-Corporate Recruiter 25600 Southwest Parkway Center Dr. Wilsonville, Oregon 97070 Ideal candidate should have experience in sales promotion and account man- Hollywood Entertainment is an Equal Opportunity Employer agement with an emphasis on packaged goods and/or retail. Responsibilities include promotion planning, concept development, project management and new business development. Computer literacy with strong oral/written communication and organizational skills necessary. Successful candidates will be offered competitive salaries, comprehensive benefits and an exciting work environment. Great ACO Art Director who wants to do good Please send resume and salary history to: work, travel and manage a Human Resources group of really nice people. Simon 1900 Avenue of the Stars, Ste. 400 NEEDED: Is there a catch? Los Angeles, CA 90067 Of course. Marketing NO WALK-INS OR PHONE CALLS ACCEPTED You have to be willing to EOE move to Seattle. Inc. Candidates ONLY Please Sorry about that.

Please send resume and five nonreturnable samples to: CF2GS 1008 Western Ave. Suite 201 Seattle, WA 98104 Attn: Jennifer Groth For Classified Advertising Rates Call M. Morris at 212-536-6493 USE ADWEEK MAGAZINE TO GET NATIONAL EXPOSURE or 1-800-7-ADWEEK REACH YOUR AD COMMUNITY WITH ADWEEK MAGAZINES Culture 2 May 27, 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 25th provided bySound Scan. the World This Last Peak Wks on (Week of 5/20/96) Week Week Pos. ChartTitle Artist 1 1 1 3 Tha Crossroads Bone Thugs -N -Harmony 2 2 1 8 Always Be My Baby Mariah Carey MTV US Artist Title 3 3 1 12 Because You Loved Me Celine Dion 1. R. Kelly f/ Down Low 4 5 2 24Nobody Knows The Tony Rich Project Ron Isley 5 4 4 11Ironic Alanis Morissette 2. Oasis Champagne 6 8 6 8 Give Me One Reason Tracy Chapman Supernova 3. LL Cool Doin' It 7 6 6 6 You're The One SWV 4. Fugees Killing Me Softly 8 9 8 10 Count On Me W.Houston/CECE Winans 5. Hootie & Old Man & Me 9 7 5 121,2,3,4,(Sumpin' New) Coolio the Blowfish 10 11 9 16Follow You Down/Till I Hear... Gin Blossoms MTV Brasil 11 10 4 13 Down Low R. Kelly Feat to, Title I Nobody Has To Know I Ronald Isley 1. Smashing 1979 Pumpkins 12 13 12 11 Keep On, Keepin' On MC Lyte Feat. Xscape 2. Ace Of Base Beautiful Life 13 12 2 22Sittin' Up In My Room Brandy 3. Presidents Peaches 14 14 14 5 Old Man and Me Hootie & The Blowfish of theUSA 15 23 15 3 Fastiove George Michael 4. Micheal Jackson They Don't Care © 1996 Billboard/Soundscan, Inc. About Us 5. Red Hot Chili Aeroplane Peppers Billboard's Heatseekers Albums MTV Latino Rest selling titles for the week ending May 25th, by new artists who have not appeared on the top Artist Title of Billboard's album charts. 1. The Cranberries Salvation This Last Wks. on Week Week Chart Artist Title 2. Alanis MorissetteIronic 3.Fobia Hipnotizame 1 2 10 Gravity Kills Gravity Kills 4. Gin Blossoms Follow You Down 2 3 27 Kenny Wayne Shepard Ledbetter Heights 5. La Bouche I Love To Love 3 4 2 Mindy McCready Ten Thousand Anbels

4 7 7 Goldfinger Goldfinger MTV Euro 5 5 7 Mark Knopfler Golden Heart Title 1.Michael Jackson They Don't Care 6 11 5 Dishwalla Pet YourFriends About Us 7 8 2 Tina Arena Don't Ask 2. Robert Miles Children 3. 2 Pac f/Dr.Dre California Love 8 30 17 Enrique Iglesias Enrique Iglesias 4. The Prodigy Firestarter 9 10 7 The Verve Pipe Villains 5. Joan Osbourne One Of Us 10 9 4 Planet Soul Enegry+ Harmony 11 28 5 Olag Tanon Nuevos Senderos MTV Mandarin Artist Title 12 16 10 Cassandra Wilson New Moan Daughter 1. Andy Lau Embrace Again 13 6 5 Jo Dee Messina Jo DeeMessina 2. Phil Chang News 3. Xu Ru Yun Sea Of Tears 14 22 33 Jim Brickman By Heart 4. Mavis Fan Stand Up & Little 15 15 6 Maxwell Maxwell's Urban Ding Ding 5. Nana Freedom Hang Suite © 1996 Billboard/Soundscan, Inc. MEDIAWEEK May 27, 1996 PAGE 41

CALENDAR

Women in Cable & Telecom- Media Notes munications will holdits 1996NationalManage- NEWS OF THE MARKET ment Conference June 3-6 at two sites: San Francisco and Northbrook, Ill. Regis- MCA Takes Big B -G Stake capacity to handle the extra pro- Farewell to '95-'96 TV Season trationis required.For MCA needs to build its television gramming will be offering the Nielsen Media Research said details and additional site business, and Brillstein-Grey service effective Sept. 1. last week that the broadcast net- information, contact WICT wants to beef up its film side. So, works agreed to end the 1995-96 at 800-628-9428. the companies have done that Viacom Keeps Spelling broadcast season as of last very -'90s thing: created a long- After more than nine months of Wednesday, May 22. The The 1996 PROMAX Interna- term alliance. MCA said last trying to sell its Spelling Enter- unusual midweek end to the tional & BDA ConferenceEt week that it will pay an estimated tainment Group, Viacom Inc. season was designed to coincide Exposition for promotion $100 million for a 50 -percent last week took the unit off the with the end of the May sweeps and marketing executives in stake in Brillstein-Grey Enter- market. Sumner Redstone, period. Exactly when the season broadcast and cable will be tainment, which produces News - chairman of both companies, would end had been a debate, held June 19-22inLos Radio and The Jeff Foxworthy could not agree on a price with since Fox traditionally programs Angeles. For information, Show for NBC and has several bidders PolyGram and NBC. original episodes and series contact Andrea Golinat shows on the networks' schedules Redstone had expected to raise through the summer, and NBC 310-788-7600, ext. 555. for fall and midseason. The deal, between $1.4 billion and $2 bil- had said that it intends to regard which will span more than five lion from the sale of the televi- the broadcast season as ending The CAB Local Cable Sales years, makes the two companies sion and film studio, which also just prior to the beginning of the Management Conference equal partners in film and TV has a licensing and distribution next season in September. will be held June 22-25 at projects, but does not include unit. The sale of Viacom's 75 - the Atlanta Marriott Marquis. Brillstein-Grey Enterprises, the percent stake in Spelling was Lancit's 'Rainbow' Rates Contact Nancy Lagos at 212- talent management division. It announced last August, with Reading Rainbow, from Lancit 751-7770. does include deals with a stable Redstone saying he wanted to Media Productions, has won its of successful TV writers, which reduce the parent company's third Daytime Emmy award as American Women in Radio MCA sorely needs. debt. Spelling, known for its outstanding children's series, and Television holds its 45th prime -time soaps Melrose Place one of the top prizes in kids annual national convention Cox Swaps Chicago Stations and Beverly Hills, 90210, is programming. The PBS series at the Ritz -Carlton Hotel in Cox Broadcasting's radio group headed by Aaron Spelling, one has received 10 Emmys since Naples,Fla., June 27-29. has reached a definitive agree- of Hollywood's most prolific 1990. Other nominees were: Bill Contact : 818-7833-7886. ment with Infinity Broadcasting TV producers. Nye the Science Guy, National to trade its Chicago stations, ICM Conferences presents WCKG-FM and WYSY-FM, a cable telephony confer- for WMMO-FM, WHTQ-FM ence, "Integrating Today's and WHOO-AM, Infinity's DeLuca Goes to ESPN Customers With Tomor- recent acquisitions in Orlando, Len DeLuca, a 16 -year veteran of CBS Sports, has left row's Technology," July Fla. The acquisition also the network to take a new position at ESPN. Starting 10-11 attheRadisson includes an undisclosed amount June 1, DeLuca joins the all -sports network as senior vp Hotel, Chicago. Contact: of cash. The deal is subject to of programming develop- 312-540-5698. Infinity's closing on the Orlan- ment and willreport do stations and FCC approval. directly to ESPN president The Wireless Cable Associ- Steve Bornstein. The ation will hold its annual Request, TCI Add 30 Channels moveputsDeLucaon convention at the Denver Request Television has part- equal footing with John Convention Center in Den- nered with part-owner Tele- Wildhack, ESPN senior vp verJuly10-12.Contact Communications Inc. to offer of programming. DeLuca Sherry Crittenden at 202- an additional 30 channels of says his first priority is to 452-782. pay -per -view, as part of TCI exploit the same rights - Communications' Headend in DeLuca is now dean of holders and sports con- Broadcasting & Cable Inter- the Sky digital -compression ser- ESPN development nections he developed at face X conference will be vice. The 30 new channels will CBS and apply them to held at the New York Grand be comprised mostly of hit ESPN. "By definition, sports is such a total priority here, Hyatt on Sept. 24. Contact movies, which will be available so it was worth tearing myself away from the womb" of Joan Miller at 212-337-6940. at half-hour start times. Other CBS, says DeLuca. operators that have the channel PAGE 42 MEDIAWEEK May 27, 1996 Media Notes CONTINUED

Geographic's Really Wild Ani- cable rights to the concert, which mals, Nick News and Where in will be seen also on CBS. the World Is Carmen Sandiego? USA's Place for 'Street Sharks' Fisher/Park License Deal OK'd USA Network has picked up The Federal Communications Street Sharks for its fall schedule, Commission has approved a where the animated show will license transfer between Fisher run six days a week. The series, Broadcasting and Park Broad- produced by DIC Entertain- Hulkwill animate a two-hour kids block on Sunday casting. Fisher has now officially ment, also appears in syndication acquired the licenses of Port- on Sunday mornings. USA plans land, Ore., radio stations KWJJ- a Monday -through -Friday run, UPN Is Bulking Up AM/FM from Park. The deal is plus Sunday, on its 12,500 affili- The kids blockon UPN will expand to two hours this fall, expected to close in late June. ates. The net has ordered 27 new leading off with an animated version of The Incredible half-hour episodes. Buena Vista Hulk with Lou Ferrigno, Mark Hamill, Luke Perry, Richard Koplovitz Heads UN Panel recently released the series on Grieco, Genie Francis, Shadoe Stevens and others pro- Kay Koplovitz, founder, chair- home video. viding voices for the characters. The series, a Marvel man and ceo of USA Networks, Films/New World Animation production, is based on the will moderate a panel discussion Guidance for the L.A.-bound classic Marvel Comics superhero created by Stan Lee at the United Nations' 1996 The Los Angeles Times and the and Jack Kirby. A live -action Hulk aired in CBS' prime - World Congress titled "The Los Angeles Convention & Vis- time lineupfrom 1978-82. SpaceStrikers and United Nations in the Informa- itors Bureau are publishing a Teknoman,two poorly rated shows that launched UPN's tion Age: Peacekeeping, Diplo- new series of Los Angeles kid block, have been cancelled to make way for Hulk, macy and the Media." The dis- tourism guides, including one The Mouse & the Monster, Jumanji andB.A.D. (Bureau cussion will focus on the ex- magazine -size annual publica- of Alien Defenders).The block will run from 9 a.m. to 11 plosion of international telecom- tion called Destination Los a.m. on Sundays. munications, the virtually instant Angeles. The guides are avail- access to news and information able through the Times Web and how policy -making has site, http://www.latimes.com, or Elvis Pub Licensed CD-ROM game created by Jel- changed with this trend. through 1 -800 -catch -LA. Memphis -basedElvis Presley lyvision and published/co-devel- Enterprises has for the first oped by Berkeley Systems, the Cable Shows Snag Sponsors Katz to Rep Sci-Fi Site time licensed a magazine-the game combines trivia with pop - Several cable networks have Katz Millennium Marketing, theeight -year -old Elvis Internation- culture references in an irrever- announced sponsorship deals for new media branch of Katz Mediaal Forum. This new official ent, comic format. A Warner new programming. First, the Group, has been selected to han-relationship will gain the quar- Bros. representative said a host sponsors to this year's MTV dle ad sales for "The Dominion,"tlerly, published by Creative has not yet been named. Beach House, which kicked off the site for cable network The Radio Network owner Darwin on Memorial Day, include: Big Sci-Fi Channel on the World Lamm, access to Graceland's Net Comes to the Tube Red, Bubble Yum, Clothestime, Wide Web. The site, located at photo archives, distribution at San Francisco -based syndicator Converse, Dorito's, Footaction http://www.sci-fi.com, attracted Graceland's retail center and a GGP (Golden Gate Produc- USA, Honda, Levi's, McDon- about 250,000 visitors in April, new column about the comings tions) and New York -based ald's, Mountain Dew, Mug Root according to Nielsen I/Audit and goings in the house of the C/Net: The Computer Network Beer, Nair, Pepsi, Salon Selec- numbers. The Sci-Fi Channel is King, "News From Graceland." will coproduce and distribute tives, Sheik and Sony Discman. owned by USA Networks. TV. COM, a fall syndicated TBS Superstation said it has Warner Playing Games Again weekly half-hour series focusing signed Citgo as a major sponsor Web Review Folds Warner Bros. Domestic Televi- on the Internet. The show is an of America's Music: The Roots of Web Review, an online -only mag- sion Distribution and its series outgrowth of GGP's previous Country. And Nashville Network azine covering the World Wide production division, Telepic- plans to distribute an hour-long and Country Music Television Web, folded earlier this month, tures Productions, will develop special, Nothing But 'Net, and have partnered with Fruit of the citing difficulty in getting ad rev- the CD-ROM game You Don't c/net's weekly magazine (C/Net Loom as sponsors of the "All enue. WR was published by Song - Know Jack as a syndicated Central), currently cablecast on Star CountryFest '96" in Atlanta line Studios, which is 20 percent game -show strip to launch in the USA Network and the Sci- on July 13. TNN has secured the owned by America Online. fall 1997. Based on the popular Fi Channel. Get MEDI WEEK ONLI You'll Never Be Happy Offline Again.

Now MEDIAWEEK, the news magazine of the and more. Additional services are added 60 Minutes Free media, is part of the new ADWEEK ONLINE every month. With your software kit, you get 60 minutes of service. With the click of a mouse or a simple free online time during your first month. Then keystroke, media professionals can access Easy, Inexpensive Start-up you'll be charged 89c per minute. ($1.04 in news and information vital to their careers. All you need is a PC or Mac, and modem, and Canada, Alaska and Hawaii, and $1.49 in the From NATPE to the National Magazine Awards the ADWEEK ONLINE software kit. The $29 kit rest of the world.) from Broadcast to Newspapers, from Out -of - includes installation disks, a user manual and Home to Interactive media, and much more. a handy guide to searching techniques. Usage ADWEEK ONLINE. Why not order today? Just fees are billed separately and can be charged call1-800-641-2030, sendinthe coupon Eight Magazines Plus Archive to your company. We guarantee to get you up below or E-mail: [email protected] ADWEEK ONLINE offers thefulltextof and running. Our technical help experts are ...you'll never be happy offline again. news and articles from MEDIAWEEK, plus standing by to answer your questions. BRANDWEEK, plus all six regional editions of r ADWEEK. The articles archive goes back to Fax your order to 212-536-5310 or call 1-800-641-2030. January,1992. You can search by keyword and Yes! Rush me your ADWEEK Online software kit for $29. across multiple databases. Never has so much Windows Macintosh Include my user ID so I can get started right away. ADWEEK Send complete details. media information been so easily available. ONLINE Name First Thing Payment enclosed Monday Morning Title Charge my: Visa Mastercard Amex Alleight magazines are available online Company Card # starting at 9:00 a.m. (EST) every Monday. Shipping Address Exp. Date Now you can follow breaking stories with ease, ahead of your competition. City Signature

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MEDIA DISH SPECIAL Golfers Battle MS The 22r1 An MS Golf Tournament, held May 13 at Fidd er's Elbow Country Club in 3edminster, N.J., brought cut the swingers in the New York med community and raised some $70,000 to f c h: the dis- ease. Chief sxarsors included Ammirati Purls Lin --as, Berle.< Laborato- ries and 5,oci-ts Qustratect other sponsors were CBS, DOS., Entertain- ment WeEkly, 1779 Family Handyman, Information World, ID 3, Life, Men's Health, N?t,bnal Review, Newsweek, PC World, Preverrion, Reader's Digest. Scientific America, The Sporting News, Tim, Travel & Leisu.-e, U S. /thws & World Report, USA Today and Worth.

Ph otc graphs by Lisa Bentivegna

Tournament chairman Michae Lotito, of Diamond -sponsor Ammirati Purls Lintas, acknowledges S/'s $5,8110 donation at the post -bolas banquet

The Jordan, Case, Tailor fr McGrath team (I to r): Frank Adweek Magazines' fearsome faysome (I to r): Adweek's Mark Dacey, Lyn! Henderson, Sieve Farella and Fred Zuckerman Ruaee of People, Adweek's Wright Ferguson and William Eyit, of People

Playing for ITN syndication sales (Ito r): Gary Fatter, Tim Connors, (From left) l(evin Kelly, John Thciapsen and John Young Paul DiPauro and Jack Deitchman playe18 fur Home Mechanics magazine MEDIAWEEK May 27, 1996 PAGE 45

om left) APL's Mike Lotito with John Trombetta, Jim Helm and Pete Event organizers (back, Ito r) Frank Hartman, Fred Zuckerman and Don cCloskey, of Berlex Labs, which donated 55,000 to the National MS Society Burkett; (front, Ito r) Herman Hoffman, Kan Wallace and Mike Lotito

ayers for the Hachette Filipacchi team included (I to r) John Miller, Nick 'Field Er Stream' magazine fielded the foursome of (I to r) Guy atarazzo and Mike Cohn Corcoran, Mike Roc rey, Jeff Paro and Jahn Tebeau le team sponsored by CBS TV Network comprised (I to r) Chris Kevin Cox, Mike Rasmussen, John Osgood and Brad Lillian took to the mko, David Gheraldini, Ellis Long and Tony Taranto links for Lang Communications PAGE 46 May 27, 1996 MEDIAWEEK Media Person BY LEWIS GROSSBERGER

communistic, anti -business, godless, naive, timid and quick to kowtow to advertisers and Bashers Bashed authority figures. The reason for such shortcomings is sim- THEY'RE AT IT AGAIN. EVERYONE'S BASHING THEple: The media are run by humans and humans are dolts. (Please don't be offended if media. Everyone's a media critic. Everyone's blamingyou are one.) Reality is too slippery for humans to fathom with their limited and dis- the media for everything that goes wrong anywhere in the universe. tortion -prone mental equipment. It is a well- known fact that humans are much better at Look at what's happened in just the past couple of weeks:O.J.Simpson making up entertaining stories than they are blamed the media for all his recent troubles, with the possible exceptionat comprehending what the hell is actually going on around them and reporting it with of the murder of his ex-wife, though he wouldn't put that past themany semblance of accuracy. It simply ain't either and in fact plans to check Dan Rather's alibi right after his next their strong point. Killing each other: Now that's something humans do superbly. Catch- round of golf. Newt Gingrich said Senator Dole's low standing in theing cold is another talent, and barbecuing pigs still another. polls is the fault of the liberal media, which habitually refuse to Media Person said all this eons ago, even refer to the GOP nominee as The Courageous being perfectly well -managed by high -quali-before Marcia Clark wore gowns. But he has War Hero from the Lonely Plains of Kansas,ty media -abuse specialists such as Mediato keep repeating it because another key A Simple But Good Man of the People Who Person? defect of humans is they can't remember Gave Up Everything He Had to Lead Amer- How do you think MP feels? Here he has anything. ica Back to the Sacred Values of Our Cher- been sitting around for years telling people Okay, it is true that the media have done ished Forefathers. how idiotic newspapers, magazines and tele- some things well. For instance, they did pro- Marcia Clark charged that the media paid vision are and now he has to watch a Newtie- claim the Republican Revolution, which has so too much attention to her hair style and skirtcome-lately like Gingrich jump on the band- transformed society, and they also bring us lengths during the Simpson trial. (As she wagon. Why, Media Person has media -bashed Montel Williams. And of course, there is the made these remarks, she was wearing a lovelyso long that when he started, people actually Obese Man. When a 1,000 -pound individual scoop -neck, floral -pat- named Walter Hudson tern, floor -length gown became trapped in his thataccentuatedherOf course, the media are to blame for everything badin our society. own house a few years svelte figure and a sim- ago,it seemed like a ple string of pearls thatEveryone knows the media are biased, lazy, shallow, bland, craven... mere oddity, a one-shot lent a touch of under- story. But the media real- stated elegance.) took the media seriously. It was MP and a few ized that the Obese Man is actually a genre. Hillary Rodham Clinton intimated that other hardy pioneers who made it possible for And so they found another one this month-a the media are to blame for the suicides ofthe Simpsons and Rodham Clintons to win leviathan who could not leave home until emer- Vince Foster, Admiral Boorda and, thougheasy applause by blaming the press for their gency crews removed an entire wall and fork - she didn't come right out and say so, probably problems. Media Person has always blamed lifted him into a truck. Ernest Hemingway and Socrates as well. the press for his problems and he turned out And there will be more, perhaps even en- The Nation declared that increasing con- to be right! If Media Person hadn't spent all tire Obese Families, or Obese Neighbor- trol of important media outlets by a fewthis time sitting around watching TV and hoods-count on it-and the media will be powerful conglomerates has brought about a reading newspapers, he might have made pilloried again, because after all, what else cre- "National Entertainment State" that homog- something of himself and not had to be a ates this behemoth syndrome but the compul- enizes, trivializes and distorts all attempts at media writer. sion to sit around watching TV all day while thinking and is so pervasive it even makes Of course, the media are to blame forconsuming the many high -fat snacks adver- going to the bathroom confusing for many everything bad in our society. Everyone knows tised thereupon? Americans. the media are biased, lazy, trivial -minded, So if you must abuse the media, okay, go Do we really need this? Do we need allawash in sex and violence, shallow, bland,ahead and join the herd. But remember, these amateurs barging into the overcrowd- craven, sexist, racist, homophobic, ignorant, Media Person was there first and did it better. ed media -criticism field when it is alreadysloppy, cynical, corrupt, liberal, arrogant,And next week he may just do it again. Recent programming changes have deliviAtratings that are blowing away the competition. 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SOURCES' 1996 SPRING 61 PENTHOUSE IS A GENERAL MEDIA PUBLICATION NIELSEN I/PRO AUDIT 12/21/95 I 00/96 THE FACTS OFLIFE. AGENCY. 699110, FREE & GINSBERG, INC.