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Vol. 7 No. 40 THE NEWS MAGAZINE OF THE MEDIA October 27, 1947 $3.00

CHILDREN'S TV MARKET Fox Feeling INDICATORS National TV: Dead The Heat Fourth-quarter scatter is almost gone, at 20% On Saturdays above upfront CPMs. Kids leader facing First-quarter scatter is starting, but money challenges from won't flow until two ABC's Disney- weeks from now. stoked lineup, WB Net Cable: Slow PAGE 6 Fourth-quarter scatter is still sluggish; little other TELEVISION than telecom money is working. MTV Nets is Sweeping almost wrapped, Turner is close, and the rest Away the still have avails.

Sweeps Spot TV: Healthy Political buys continue As November strong, though they are ratings period somewhat short of 1996 begins, movement levels. Studios are buy- ing heavily for hoidays. to alter system CBS affils are pitching picks up steam Winter Olympics spots for first quarter. PAGE 9 Radio: Active MAGAZINES Fourth quarter is mov- ing quickly. In the top A Special- 50 markets, November is nearly sold out, and Interest December is getting tight in L.A. and Phoenix. Specialist Retail and some iquor Former Time Inc. accounts are active. exec Bob Miller Magazines: Quiet is building a Most activity was on hold during the MPA fast-growing stable conference, and with of niche titles execs focusing on '98 Barry Diller's HSN liii'with Universal in an skeds, all's quiet on the PAGE 27 unconventional strategy to tuild a TV titan Eastern front. Aulo, 4 3 > publishing/media are PAGE 4 spotlight ad categories. 11 549!I An Affiliate of The New York Times Company

CONDOLENCES MPETITION

Market Facts, Inc. recently conducted The "Core Golfer" Reader Preference Study. And the results are in. By an overwhelming margin, Golf Digest was rated the most authoritative GET OUT OF SAND golf publication. Worth more for the money. And the magazine golfers spend the most time reading. 7997 "CORE- GOLFER" Reed, Ireeerenee Stud, Re.ort If that isn't enough, nearly 7 out of 10 would choose Golf Digest if they mid choose only one golf publication to read. But don't just take our word for it. Get a copy of the study. Call Bob Maxon, Vice President/Group Publisher, at (212)789-3155. THE UNFAIR ADVANTAGE- CALF DIGEST/Ink GOLF COMPANY WORLDWIDE PUBLISHING & _ICENSING SPORTS MARKETING WEB ADVERTISING RESEARCH GOLF SCHOOLS DRIVING RANGES BOIOKS V DEOS SOFTWARE MEDIAWEEK October 27, 1997 http://www.mediaweek.com PAGE 3

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$1.7B Clear Channel Bid for Universal Outdoor ABC Rates With the Young and the Affluent Through its agreement last week to purchase Universal Outdoor Although ABC's average prime -time rating has declined, from for about $1.7 billion in stock, Clear Channel Communications 10.1 last year to a 9.2 for the first four weeks of the '97-'98 season, will become the country's second-largest outdoor -advertising the network last week said that its viewers are more affluent and company (behind Outdoor Systems of Phoenix) with an inven- have more education than last year. According to Nielsen Media tory of 88,000 display faces in 31 markets. With the acquisition Research data from this season's premiere week, ABC's viewer of Chicago -based Universal, Clear Channel will move into 15 profile has improved among high -income. young adult profession- new markets, including Indianapolis; Des Moines; Philadelphia; als. ABC Television Network president Preston Padden said that Washington, D.C.; Baltimore; Wilmington, Del.; Chattanooga, ABC had significant increases in every upscale category, ranging Tenn.; Evansville, Ind.; Myrtle Beach, S.C.; and Ocala, Fla. as high as 48 percent, compared with last year's premiere week. Dan Simon, president and CEO of Universal Outdoor, will serve as vice chairman and COO of San Anto- Padden: Sticking With 'Sacred nio-based Clear Channel's outdoor -advertising ABC Television Network president Preston Padden business. Clear Channel has acquired several radio INSIDE last week expressed support for the network's trou- and billboard properties over the last year. bled Nothing Sacred but stopped short of committing to an order for more episodes. Prompted by the Video Gamer -Turner Sports Pact Catholic League, a conservative activist group, at Turner Sports and EA Sports are marketing part- least 20 major advertisers have pulled out of the ners for EA's new NBA Live 98 video game. Sched- show. The League believes that Nothing Sacred, a uled to hit stores this week, the video game will fea- drama about a meandering young priest, panders to ture the voices of Turner NBA commentators liberal Catholics. With low ratings in its Thursday 8-9 Ernie Johnson Jr. and Verne Lundquist and will p.m. time slot, ABC last week bought full -page news- include "NBA on TNT" and "NBA on TBS" court - paper ads with endorsements from prominent side signage. "It helps authenticate the video game," Catholics. "We're going to stick with it because we said Mark Lazarus, senior vp of advertising sales at believe in the show," said Padden. Turner Sports, whose NBA telecasts will begin on Oct. 31. As part of the marketing partnership, EA Denver's last show: A Sony Said to Seek Bohbot Stake Sports will air spots on four TBS and nine TNT fond Marbut memory According to a source at Columbia TriStar Televi- NBA telecasts this year. "We're in discussions with 34 sion, parent company Sony Pictures Entertain- them about expanding" that schedule, said Lazarus. ment is "looking to take an equity position" in LOCAL MEDIA Bohbot Entertainment & Media, the New York - K -Ill, for Now, Stays Inside 16 based independent kids TV syndicator. Other K-111 Communications last week named Charles sources said that Bohbot accepted a $4 million Siegel as interim CEO for its 24 -title consumer WASHINGTON loan from Sony in September to cover back pay- magazines division. Siegel, CEO of the company's 24 ments on spot dollars guaranteed to major TV Newbridge Communications unit, has taken over station groups, including Sinclair Broadcast part of the late Harry McQuillen's extensive job MAGAZINES Group: Sources also said that Bohbot is beholden responsibilities. The rest of McQuillen's duties- 27 to Sony on a $7 million, two-year guarantee to its including running the company's trade and spe- Columbia TriStar Television unit on the Bohbot cial -interest magazine divisions-will continue to MEDIA PERSON Kids Network's carriage of Ghostbusters Extreme. be handled by corporate chairman and CEO 50 Bohbot chairman/CEO Allen Bohbot and Sony William F. Reilly. K -III, whose consumer titles officials declined to comment. include New York and Seventeen, said that a search is continuing for a permanent replacement for People Moving:Carla Loffredo has been named to the McQuillen. Siegel previously served as president of Brady new position of senior partner, director of brand communications, Communications at Prentice -Hall; the technical referencedivi- at J. Walter Thompson New York. Loffredo succeeds Emily sion at Simon & Schuster; and the international division at Swartzentruber, who was director of media...CBS Sports has Macmillan. "Charlie is a respected publishing veteran with hired Keith Ritter, formerly vp of marketing at ABC Sports, to great leadership abilities," Reilly said. fill a new position as senior vp of marketing.

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$125 one year; $215 two years. Canadian subscriptions $280 per year. All other foreign subscriptions are $280 (using air mail). Registered as a newspaper atthe 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 toMEDIAWEEK, P.O. Box 1976, Danbury, CT 06813-1976. Copyright, 1997 ASM Communications, Inc. PAGE 4 http://www.mediaweek com October 27, 1997 MEDIAWEEK

ESPN Spans 100 Years With Piecing Togett Ambitious 'SportsCentury' ESPN is seeking a presenting sponsor and six associate sponsors for SportsCen- Diller and Bronfman pool their chips to bet tury, the network's extensive 18 -month on series of programs designed to tell the story of sports during the past 100 years. TELEVISION /By Michael Biagi Commencing in September 1998, Sports - He's back. Barry Diller up- Century will include television, print, staged colleagues and com- radio, online and grassroots elements: 60 petitors in the media last hours of original programming on ESPN, week with his break -the - ESPN2 and ABC; SportsCentury Maga- mold deal to take control zine, a quarterly publication that will be of USA Networks and r. distributed with newspapers in the top 10 Universal Television Group. After 5'/2 markets; ESPN Radio programming; an years as a home -shopping maven, Dil- ESPN SportsZone Web site; and an ler has returned to the mainstream of interactive fanfest in 40 to 50 cities. the TV industry with a decidedly non - "This is the most ambitious project mainstream strategy to build a pro- ESPN has ever undertaken," said Paul duction and distribution powerhouse. Slagle, the network's director of inte- With USA, Diller inherits a broad - Partners: The HSN (left) and Seagram chiefs grated sales and marketing. ESPN, based cable entertainment network which will offer advertisers category that reaches about 75 percent of all 1'V homes years is to line them up in parallel ways to max- exclusivity, has just begun to approach in the country. Married with Diller's group of 12 imize our distribution." potential sponsors. The network will Silver King TV stations, USA could achieve a 90 The out -of -the -box strategy is the product of pursue companies in such ad categories percent-plus penetration level that would be several months of discussions between Diller and as automotive, credit card, athletic competitive with the broadcast networks. And Edgar Bronfman Jr., CEO of Seagram, which footwear/apparel, soft drink and fast Universal's drama and comedy studio operations just last week sealed its control of USA Networks food. Slagle declined to disclose any provide a valuable programming stream. by purchasing the 50 percent it did not own from price tags for the presenting and associ- "We get a production company that's fairly Viacom for $1.7 billion. Bronfman approached ate sponsorships. But industry sources diverse, that's first -run, and we get a TV -movie Diller with the idea of merging their program- estimated that the asking price for an production unit too," Diller said in an inter- ming and distribution assets, and the former Fox associate -level partnership is between $7 view. "We have USA Network and the Sci-Fi network chief (1985-92) agreed to accept the for- million and $8 million. SportsCentury's Channel as a source [for distribution], and the midable challenge of lifting USA Networks to a TV programming will include shows on broadcast stations. Our job in the next several higher level. And despite Universal's right to the greatest games and coaches of the 20th century, as well as a series of daily vignettes. On the print side, ESPN Mag- azine is making some major strides Liberty's Role in Deal Expected to Grow toward its planned March 11, 1998, launch, building its staff and planning By Richard Katz haven't decided and we won't for another 30 extensive get -the -word -out advertising Barry Diller's agreement to merge his Home days," Diller said. and mail efforts. "Our primary job at Shopping Network with Seagram's USA Liberty's primary benefit from the HSN- this point is to complete the editorial Networks is another in a growing list of USA merger is increased value for Liberty's team," said John Skipper, ESPN senior deals that features Tele-Communications Inc. shareholders now that Diller will run USA. Of vp and general manager. Insiders at chief John Malone behind the scenes. Malone's those shareholders, Malone has the largest indi- Time Inc.'s Sports Illustrated said ESPN programming company, Liberty Media Corp., vidual stake, controlling 16.9 percent of the has been aggressively pursuing several was the majority owner of HSN and will own 15 company's voting stock as of March 1. of its top staffers. ST s art director and percent of the new USA Networks Inc., with an "Liberty tries to get the best entrepreneurs SI For Kids' photo editor have left for option to increase its stake to 25 percent. in the media business to run its assets," said ESPN. Former SI managing editor John Liberty's involvement in the venture may Nirag Gupta, an analyst with Schroder Wer- Papanek has taken the reins at the new expand. Frank Biondi, chairman of Universaltheim & Co. "John Hendricks at Discovery, book. Popular SI senior writer Rick Studios, said last Friday that Liberty mayJohn Sie at Encore and Barry at HSN are three Reilly turned ESPN down in favor of a transfer its $350 million stake in Fox Kids of the top 15 entrepreneurs in the media indus- lucrative new arrangement with the Worldwide's Fox/Family Channel to HSN. Yet try. Anything that Liberty can do to help Barry Time Inc. weekly, sources said. In addi- Diller said in an interview that he has not attain his goals will help HSN shares go up." tion to new hiring, (continued on page 6) made up his mind about Fox/Family. "We Added Dob Bennett, president of Liberty: MEDIAWEEK October 27, 1997 http://www.mediaweek.com PAGE 5

Koplovitz Expects 3r aTV Power To StayonBoard By Betsy Sharkey he future of USA Networks and Universal TV n Saturday, Oct. 18, Kay Koplovitz, chairman/CEO of USA Networks, 0answered her phone to find her new boss on the line. Barry Diller called, just raise its equity stake in the venture over time, any one of them," said Meidel, who worked hours before announcing his megadeal, to Diller vowed that the only way he will give up under Diller at Fox. "Barry is an expansionist tell her how much he had always loved the operating control is "if I die or resign." and an opportunist. He is not going to sit on the name Koplovitz gave the cable network For $4.1 billion ($1.2 billion in cash), Diller's sidelines. The status quo drives him crazy." she founded 20 years ago. HSN Inc. plans to take a 40 percent stake in Diller and his deputies were not specific on "Barry told me he had asked Edgar USA Networks and Universal Television. Diller, how the Silver King stations, which include four [Bronfman Jr., CEO of Universal parent whose personal stake is 8 percent, will become Fox network affiliates and reach about 31 per- Seagram Co.] if he could have [the name]. chairman/CEO of the merged entity, USA Net- cent of the country, will fit into the picture. Doug It will help brand our operation," Koplovitz works Inc. Seagram gets a 45 percent stake and Binzak, Silver King executive vp of bre.: drasting, said in an interview last Thursday in Los Liberty Media takes 15 percent. said that some of USA Networks' cable pro- Angeles. Koplovitz said that she and Diller With Diller in charge, USAs reputation for gramming is likely to be carried on the stations. went on to discuss dependable but often lackluster programming is Adam Ware, another Silver King exec vp, said the international expected to change quickly. "There has always that all of the stations will change their call let- potential of the been a sense of invention and enterprise about ters to reflect their location and affiliation with USANetworks the things he [Diller] has done, and we're very USA-such as Miami USA or New York USA. brand, the Sci-Fi lucky that he's going to be involved," said Rod For the Silver King properties, "there is an Channel, a push Perth, president of programming for USA. opportunity to produce eight to 12 hours of local to develop more Greg Meidel, chairman of Universal TV, will programming each day and have another part original program- continue to oversee the studio's television opera- taken up by USA Networks and Universal TV," ming and the re - tions (except for Universal's deal with Brillstein- Binzak said. "But we haven't done anything spe- branding of Dil- Grey, which remains separate) under Diller. Af- cific yet on scheduling." ler's Silver King ter initial meetings with the new boss last At USA, ad sales executives were breathing stations to carry Thursday, Meidel said he expects business as a bit easier on news of the deal. Frank Biondi, the USA label. Koplovitz: USA usual, although Universal likely will have a man- the Universal Studios chairman/CEO who has As with anyto "leap" ahead. date to produce programming for USA Net- been auditing the cable networks' operations, major shift in cor- works. "We will continue to take calls from all will cede operating oversight of USA to Diller. porate control, Koplovitz and other top six [broadcast] networks and not be exclusive to Biondi will continue to run Universal's movie execs in the Universal TV divisions are studio, theme parks and 50 percent of the facing a headwind of speculation about international TV operations. USA staffers, who their fates. But Diller said in a phone inter- 'We think it creates a more robust USA under have been seething over Biondi's tough assess- view that Koplovitz will keep her current 3arry's stewardship." ment of the network's ad sales performance job, even if her current title changes. Bennett and Diller refuted speculation that (Mediaweek, Oct. 20), seemed relieved to hear "I joked with her, 'I didn't mean to take JSA w11 take a stake of Liberty's Encore they will no longer fall under his microscope. your title," said Diller, who will become viedia init. Encore distributes several basic For now, the television business is waiting to chairman/CEO of USA Networks Inc. :able channels under the Encore banner and hear more about how Diller will package his "We'll work it out some way." lrzinium services called Starz!. Liberty has array of assets and become a major player once "This is a really big idea, and Barry is .unk lx1lions into again. Some believe that the forceful Diller can- the kind of executive who not only has int-run premium not help but succeed. Others say that Diller is in good ideas but also the will and the passion novie packages- for a tough haul if he believes his current prop- to execute them," said Koplovitz. Her his- ncluding one from erties can grow into a formidable competitor to tory with Diller tracks back to 1981, when Jaiversal-trying the Big Four broadcast networks. The naysayers he began a three-year stint on the USA o make Starz!'s expect that Diller will need more firepower- board while he was still at Paramount. wograriming line- via an acquistion of CBS, perhaps. "We've had a good relationship through ip competitive with "Does anyone have the ability to program a the years," Koplovitz added. "From his Fox -130 and Show- cable network to regularly draw big ratings?" experience, he knows the difficulties of irne, bit Starz! is asked Jon Mandel, exec vp of national broadcast starting something up, and he knows what it .ears away from at Grey Advertising. "I don't think it's possible." will be like to change the dynamics of USA. -ecouping the in-Malone: Rooting for One thing is for sure, though-Barry Diller What he has in mind will enable us to make estmeat. Dillerto boost USA. has returned. -with Michael Freeman and a running leap-a quantum leap forward."

Richard Katz PAGE 6 http://www.mediaweek.com October 27, 1997 MEDIAWEEK

MEDIA WIRE Fox ChallengedonKids ESPN will also begin a direct -mail sub- scription effort of about 1.5 million Saturday a.m. king facing stronger competition from ABC, WB pieces targeting young, sports -minded CHILDREN'S TV / By Eric Schmuckler men, said Skipper. -Langdon Brockin- ton and Jeff Gremillion Kids are living up to their reputation urday Morning from 8:30 to 10:30, a block as notoriously fickle viewers, caus- that includes Disney's Nick -like new wave LIN TV Bidding Seesaw ing major ratings shifts on Saturday (Doug, Recess and Pepper Ann) plus intersti- morning this season. Among the tial bits including Genie's Great Minds Think Lands on Hicks, Muse broadcast networks, Fox Children'sfor Themselves. OSM's middle two half hours Buyout firm I licks, Muse, Tate & Furst Network's once -dominant lead has are threatening to eclipse Goosebumps. "We Inc. trumped competing suitor Raycom suddenly vanished, leaving ABC and its Walt are thrilled with our audience delivery so far," Media last week with what is shaping up Disney-supplied lineup contending for the top said Jonathan Barzilay, ABC vp and general to be a winning $1.9 billion counterbid spot, as anticipated (Mediaweek, Sept. 22). manager of children's programs. for the eight -market LIN Television sta- Kids WB has also enjoyed strong ratings gains, The WB has gained 29 percent in rating and tion group. Less than a week after Ray - while CBS' fig leaf of an educational TV effort 3 share points, to a 2.2/10. WB Kids boss Jean corn put in a bid of $52.50 per share (or has tumbled off the map. MacCurdy is espe- $1.8 billion), Hicks, Muse upped the The real No. 1 on Sat- cially pleased with ante to $55 per share ($1.9 billion), urday is cable's Nickel- the overnight mar- which includes the assumption of LIN's odeon, which leads the kets:"Where we $270 million in debt. kids field with a 4.9 na- have strong stations, According to Deb Jacobson, LIN's tional rating this season. we are more than secretary treasurer, Hicks, Muse's $1.9 Nick is doing it with re- competitive," Mac - billion offer comes in at a multiple of runs of the usual suspects Curdy said." We're 14 times cash flow, which for the year - (Rugrats, Tiny Toons , Doug) consistently No. 1 in ending Sept. 30 was $142 million. She versus new episodes on New York." Super- noted that another bidder could surface broadcast. Subtract one heroes have shoul- before LIN shareholders vote on the high -rated Rugrats spe- dered the burden, as Hicks, Muse offer in early January. One cial marathon, though, Disney delivers: Interstitials like Genie the WB has attract- New York media analyst, requesting and Nick is neck -and - are giving ABC's One blockaboost. ed kids with younger anonymity, said that LIN shareholders neck with Fox at a 3.9. characters in Bat- "should either send thank -you cards or "Obviously we'd like to be doing a bit bet- man and cooler villains and more action in commissions to Raycom" for raising the ter, but don't count us out yet," said Maureen Superman. MacCurdy vows to similarly refocus per-share price. --Michael Freeman Smith, FCN senior vp. "One week does not a WB's limping comedies,Animaniacs and Pinky season make," she added, referring to Fox's & the Brain, by "making sure we've got jokes in Free Airtime for Politicians startling loss to ABC on Oct. 11, the net- there kids can get." work's first Saturday defeat in four years. On Elsewhere, CBS' educational fare has drawn Gains With Gore Panel Oct. 18, Fox and ABC tied with a 3.7 rat- poorly-an average 0.6/4, down 60 percent The advisory commission established this ing/17 share. Fox to date has managed a from last season. UPN's Sunday cartoons are spring by President Clinton under Vice 3.8/17 among kids 2-11, down from a 4.9/21 a doing fairly well. President Al Gore's leadership to review year ago-a loss of 22 percent. "Our strength On weekdays, Fox has averaged a 2.2/18 so "public interest obligations" of broadcast- is across all our half hours, while ABC is dri- far, down 15 percent and 2 shares, although ers had its two co-chairs somewhat at ven by its two-hour block [One Saturday Goosebumps at 4:30 p.m. is trending up. The odds on the panel's focus. In its first Morning]," Smith noted. WB is averaging a 1.0/8, down from last year's meeting last week, American Enterprise Fox's top show, Ultimate Goosebumps, has 1.1/9, but the network has trended up and ad- Institute scholar Norman Ornstein was lost 5 points to a 20 share this season. Smith ded 3 shares since premiere week. leaning heavily toward free airtime for says future episodes will be boosted by more Disney's truncated syndication block on politicians. CBS Entertainment president original scripts. Fox's new live -action Ninja weekday afternoons has drawn a 1.3, off 24 Les Moonves, by contrast, said: "It is Turtles is solid, while Space Goofs could broad- percent from last year's 1.7 in much better incumbent on us to look at a much more en from its initial base of boys. For midseason, time periods. Mike Shaw, senior vp of ad sales comprehensive list." Ornstein, describing Fox is banking heavily on Ned's Newt and for Disney's Buena Vista Television, noted himself as "optimistic," said, he was Steven Spielberg's Toonsylvania; the network that 101 Dalmatians is doing a 2.0. Shaw also "pleased to see that the national leader- also will try to recapture the action -hero man- believes that the block's poorly cleared ship of the broadcasters, (referring to the tle it ceded to the WB with Silver Surfer. Mid - third half hour, Duck Tales, should not be National Association of Broadcasters and season, though, is too late to reel in the big included in its average. "We just consider its president Eddie Fritts), doesn't reflect fourth-quarter kids ad dollars. [Duck Tales] gravy," he said. But even at its the interests or perspective of many of its ABC is sitting pretty with a 3.4/16, up 31 current ratings level, Shaw added, the block is major members." (continued on page 8) percent in rating and 4 points in share from a good business for Disney and for its major

last season. ABC's muscle has been One Sat - sponsor, Kellogg. Announcing a mega publishing event

First, there was Time's Man of the Year Issue. Then came Sports Illustrated's Swimsuit Issue. Now, there's COSMOPOLITAN'S

Brooke Shields, winner of Cosmopolitan's fun first Fun Fearless Female Award, 1996 fearless female issue. It happens in FEBRUARY. Be there.

Advertising closing date: November 20, 1997 On sale: January 20, 1998 PAGE 8 http://www.mediaweek.com October 27, 1997 MEDIAWEEK

MEDIA WIRE A Shake -Up in TV Land Statements by James Goodman of Capi- tal Broadcasting in North Carolina, for Officials promise business as usual following dismissal of Cronin example, indicated flexibility on broad- casters' part to acknowledge public - CABLE NETWORKS /By Michael Biirgi interest dues in return for licenses. MTV Networks moved quickly frontman for NAN and TV Land. Sources said Another area where Ornstein sees last week to control any poten- that in recent months Scannell has taken a more promise is the concept of broadcasters tial fallout from the termination direct interest in the goings-on at the two clas- being freed from public -interest obliga- of Rich Cronin as president of sic -TV rerun services, clashing occasionally tions in return for paying fees commen- its Nick at Nite and TV Landwith Cronin on programming initiatives. In a surate with the value of the licenses to a channels. MTV Nets expressed statement, MTV Networks chairman Tom Fres- public -interest trust fund. These monies strong confidence in the two executives it named ton lauded the performance of the networks could then be used, for instance, to buy to assume the responsibilities of Cronin, under Scannell's watch. airtime for political presentations or for who was dismissed after MTV said it Cronin, a 13 -year Nick- public service announcements. "I think learned he had signed a contract with elodeon veteran who was we could have a win -win result here," Fox Kids Worldwide. under contract until July said Ornstein. -Alicia Mundy Larry Jones, a key marketing exec for 1998,issaidto have NAN and TV Land, was named general signed a deal to become Idaho Station Is First Buy manager of TV Land. Diane Robina, president of Fox/Family, who has made several program -acquisi- the planned kids and fam- For Fledgling Station Group tion deals for NAN and TV Land, be- ily service from Fox Kids Raymond Johns, executive vp and COO came senior vp/associate general manag- Worldwide. MTV Nets of New York-based station rep firm Sel- er for both services. "Larry literally said it terminated Cronin tel from 1982-97, is hanging out his own wears this network on his sleeve," said Scannell: Becoming for signing with Fox/Fam- shingle as a station group owner. He's Herb Scannell, president of Nickelodeon, more hands-on. ily. Cronin could not be buying out CBS affiliate KMVT-TV in NAN and TV Land, referring to Jones' reached for comment. Twin Falls -Sun Valley, Idaho. Through penchant for wearing NAN ties and jackets. "I can't comment," a Fox/Family represen- startup financing from New York-based "Both he and Diane know the brand inside out." tative said late last week when asked about equity broker Bridge Capital Investors Scannell is expected to take a more active Cronin's status. Fox Kids Worldwide is current- and York Street Investment Partners, role in the channels' management. While Scan- ly headed by chairman and part-owner Haim Johns' new Catamount Broadcast Group nell has had oversight of all three networks since Saban and vice chairman Margaret Loesch, who

has put together a $14.5 million offer early 1996, Cronin had become a highly visible is expected to leave the company. sheet, which has been accepted by KMVT's outgoing owner Root Commu- nications of Daytona, Fla. KMVT, locat- ed in the 190th -ranked DMA, is the top - rated station (with a 8.0 rating/23 share 'Stone' RollsaNew Editor average in February 1997) in Twin Falls' MAGAZINES /By Jeff Gremillion four -station market. Johns noted that the station's late newscast (10-10:30 p.m.) Staffers at Rolling Stone are a bit would be a strange time to shift gears, with all averages a top -ranked 60 share. uncertain about what editorial path the emerging competition from music maga- Johns also said he is studying two oth- the magazine will take following zines," including Spin, Vibe and The Source. er potential small -market station acquisi- the sudden dismissal last week of Other insiders do not anticipate a signifi- tion targets (which he declined to identi- managing editor Sid Holt. RS edi- cant change in direction. "Jann is still editor - fy) to grow the Norwalk, Conn-based tor and publisher Jann Wenner in -chief," noted one. Wenner and Love did not Catamount as a group. Johns notes that named articles editor Robert Love, a 15 -year return calls seeking comment. the Twin Falls -Sun Valley resort market RS veteran, to succeed Holt. Holt had been with the bimonthly for nearly (with a population of 80,000) is represen- Love, who is steeped in the offbeat, literary 14 years and was m.e. for seven; he also served tative of "growing" Western, Southwest- journalism that RS pioneered, may steer the as editorial director of Us and had recently been ern and Southern markets," in which he is book back in that direction, with less emphasis made a vp of Wenner Media. "Jann thought I looking for TV properties. "First, I went on the music business and pop -culture fare, RS had lost heart. I disagreed," Holt said. "It's a to five of the fastest -growing states and staffers said. Wenner last spring directed his draining job, having to keep the magazine on regions to try identify the strongest poten- Men's Journal to refocus on general -interest lit- message for a '90s audience, having to target a tial TV properties, which was the case erary journalism when he dismissed founding mainstream audience but maintain an editorial with KMVT," Johns said. "By buying into MJ editor John Rasmus and replaced him with edge. But I thrived on the challenge." growing markets, we feel we can buffer Terry McDonell. RS' circulation was flat at about 1.3 million ourselves against any potential economic "It stands to reason that the book would go for the first half of this year. Through Septem- downturns." -Michael Freeman more that way now," one RS staffer said ofber, the title was up 3.7 percent in ad pages, to

Love's strength in literary journalism. "But it 1,216, according to PIB. MEDIAWEEK October 27, 1997 http://www.mediaweek.com PAGE 9

NETWORK TV TakingaBroom to Sweeps CBS last weeksaid that the Ford Using ratings from just 16 weeks is not the way to go, critics say Division of Ford Motor Co. has signed on TELEVISION /By Richard Katz to be the exclusive sponsor of Murphy Brown on Wednesday, Oct. 29 (8:30-9 proponents of eliminating the all- networks would increase ad revenue by "tens p.m., ET/PT). The comedy series this important sweeps ratings periods are of millions," he added. season has been featuring a storyline feeling frustrated these days. Since Another downside to sweeps is that they about breast cancer, and throughout the TV executivessuchasDavid encourage local stations to run "watch -and - Oct. 29 broadcast Ford will convey breast Poltrack, CBS executive vp/research win" contests, further distorting ratings. Sta- health information provided by its non- and planning, first advocated in Jan- tions load up on the contests during sweeps profit partner, the Dallas -based Susan G. uary that local TV stations switch to an periods, a tactic that can dramatically boost Komen Breast Cancer Foundation. The "extended" measurement system, the ratings-but viewer- episode will feature Candice Bergen's debate about whether to ditch the sweeps ship then drops off title character as she deals with the recov- has raged. But the issue is not close to in non -sweeps ery process after breast cancer surgery. being resolved. months. Ford will have all 10 commercials in the Many network and ad agency execu- Despite consen- episode-nine 30 -second spots and one tives agree that sweeps should die. Critics, sus about the flaws, 15 -second spot. Since 1995, Ford has however, argue that the expense to get any momentum to been a national sponsor of the Komen Nielsen Media Research to change to kill sweeps has been Foundation's Race for the Cure series. extended measurement will be prohibitive, stalled by the cost The American Cancer Society said that while other industry insiders believe any and accuracy con- 180,200 women will be diagnosed with new extended research methodology will cerns. "We're in a breast cancer this year; 43,900 will die. have accuracy problems. conundrum,"said "The big issue is the cost," said RustyTaragan:"The big David Marins, senior CBS has ordered12 episodes of Kids Say Taragan, general manager of local services issue is the cost." partner, media the Damedest Things, hosted by Bill Cos- for Nielsen, who headed a panel discussion research director for by, as a half-hour midseason replacement about extended measurement at a recent Tele- J. Walter Thompson. "Most parties want to series. The network will also broadcast a vision Advertising Bureau research conference have extended measurement, but the solutions new one -hour episode of the show as a in New York. Taragan declined to discuss how are not palatable." special on Friday, Nov. 14 (8-9 p.m., much extra the TV industry would have to Another major hurdle to switching to ET/PT). The original Kids Say the cough up to convert from sweeps periods to extended measurement is that only 38 markets Darnedest Things, telecast in May 1997 as extended measurement. However, a research are measured by Nielsen Media Research a one -hour entertainment special, got an executive at a large -market station, speaking on meters (five more will be added next year), 11.0 rating/22 share in the Friday 8-9 condition of anonymity, said that Nielsen has meaning that the remaining 180 -odd markets p.m. time slot, ranking as CBS' fifth high- estimated that ad agencies will have to increase are measured by less -reliable diaries. "The est -rated special that season. their local Nielsen fees by 50 percent and local idea of expanding a flawed method of mea- stations' costs will go up by 20 percent to 35 surement is very dangerous," said Giles Lund- The Cabletelevision Advertising percent. (The researcher added that stationsberg, senior vp/research and marketing for Bureaucontinues to beat the drum for would bear the brunt of the increased costs, Fox, which opposes eliminating the sweeps. cable's erosion of broadcast network because agencies pay much less than stations Rather, Lundberg said, the industry should viewership. The CAB reported that for the research.) The station exec said that in take any money spent to create extended mea- basic cable gained more than 2 million the top five markets, a 25 percent increase surement and invest it in improving the cur- households in prime time during the would run into "six figures" annually. rent diary method. first month of the new television sea- CBS and other sweeps critics have argued Poltrack blamed Nielsen's lack of enthusi- son. The four major broadcast networks that TV stations should switch from four four - asm for extended research for some of the lost more than 1.2 million households week sweeps periods to either a 32 -week or delay in resolving the issue. "Since last Janu- during this period, plunging them to 48 -week extended measurement period. ary, Nielsen has met with TV stations, its advi- their lowest -ever prime -time audience Because local stations set their ad rates based sory groups and the TVB and they've yet to levels for the period. For the Sept. 22- on the four sweeps months-November, Feb- come back to us with a plan and rate card, and Oct. 19 period, basic cable totaled 19.8 ruary, May and July-the networks are they have not come back to the ad agencies million households, for a 20.2 rating forced to jam their best programming intowith a plan," said Poltrack. "Since it's been and 34 share. Added together, the four these periods. "The result is that we haveover half a year, it would seem that it's not a broadcast networks totaled almost 36 first -run movie product going up against the high priority." million households for a 36.7 rating and other networks' first -run movie product in a Taragan last week defended Nielsen, saying 61.8 share. During last year's compara- battle of the titans," said Poltrack. "That cuts it was vigorously pursuing answers about ble period, the networks had 37.2 mil- down on the audiences that the movies get." extended measurement. "We and our station lion total households and a 38.4 rating If the networks could spread their highest - clients have put too much behind this for it to and 64.5 share. -Richard Katz

profile programming throughout the year, the be academic," he said. 109 / UOvv Jones 5 Company, Inc All Flights Heservoct Whether they get their first aeek at 6:00 am, 8:00am, or even 1:00 pm, readers look forward to their Journal with the same ant cioation that as yourgsters they brought to their favorite tv shows. Whc won? Who lost? Who ran home in tea -s? Yes, The Journal is -essential reading, but i:'s also great edge of the seat pass the popcorn entertainment. In fact, if you're after the rapt attention of the most influential audience in the world, it may he the only do iSE. show in town. suspense

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CABLE TV TV SPORTS By Langdon Brockinton Headline Newshas tweaked both its program format and its on -air look for the first time in years, in response to the growing wealth of national and local news NBA's Fast Break Abroad programming across the dial. The sibling network to CNN on Oct. 27 will add a From Russia to Madagascar, specials and satellite packages abound recap of the top news story 15 minutes into each half-hour news wheel. HLN is As part of its growing Funniest and Finest and NBA Team- also inserting a weather update eight min- international and do- mates-which will be distributed this utes into each half hour, which includes a mestic programming season to broadcasters in more than 5 -day outlook. "Thinking back to 1982 push, the National Bas- 100 countries outside the U.S. when we started, there simply wasn't as ketball Association's Overseas, much of the NBAs much news then as now," explained Jack NBA Entertainment is effort is aimed at teens and focused Womack, executive vp at CNN and Head- producing or coproducing several on cultivating a future fan base. line News. "There's such an information new television specials this season. Launched last season in 15 coun- overload these days." The cosmetic For example, the pro hoops league is teaming up tries, NBA Jam, a weekly half-hour show target- changes will also include new music and with MTV to produce a season -long series of ed at 12 -to -17 -year -olds outside the U.S., is graphics. Womack said. NBA -related specials. In addition, NBA Enter- expected to be carried by another 10 interna- tainment, the league's TV production and pro- tional broadcasters this season. China's Beijing Nielsen Media Research is revising its gramming arm, is collaborating with NBC on a TV and Belgium's BRTN, both over -the -air ser- count of direct broadcast satellite homes. series of new specials that will air during the vices, recently cut deals to carry NBA Jam. By Nielsen's new estimates for DBS homes course of the 1997-98 season. Meanwhile, the striking a rights deal with Beijing TV, the league counts 3.7 million in the 98 million homes NBA is launching "League Pass," its direct now has agreements with broadcasters in Chi- with TV sets, up from 2.4 million at the broadcast satellite package of games, outside the na's three major business centers, said Heidi beginning of 1997 and only 900,0(10 in U.S. for the first time. Furthermore, the league Ueberroth, NBA Entertainment's vp of interna- has created two new 30 -minute specials-NBA tional television. The other two: Oriental Televi-

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sion (in Shanghai Province) cials are scheduled CABLE TV and Guangdong Television to run monthly dur- (in Guangdong Province). ing the season, said 1996. The DBS industry's latest house- In Japan this season, Gregg Winik, NBA hold estimate, per the industry newsletter, the NBA will debut its Entertainment's vp SkyReport, counts 5.5 million DBS homes. "League Pass" DBS pack- of programming age via Pay -Per -View and broadcasting. HBOhas renewedits highly rated origi- Japan, a satellite service How I Spent My nal series Oz for a second season. Pro- that willoffer two live Summer Vacation, duction of 10-13 episodes will commence games each day of the an hour-long show in January for a siring 1998 premiere. season. "We anticipate other countries will All the world's a highlighting Shaq follow-possibly this season," said Ueberroth. huge NBA stage. O'Neal's off-season Cable Networks Inc.,rumored to be up Foritsinternational programming, the activities, is the for sale, continued business as usual last NBA typically retains 1-2 minutes of commer-inaugural offering. It will air Nov. 20 at 7 week, announcing the promotion of cial time per airing. That inventory, in turn, isp.m. A special on NBA rookies will run later Michael Labriola to the new position of offered to the league's marketing partners.this season. And on Feb. 7, NBA All -Star vp/news sales. The position reflects CNI's Local advertisers purchase any remaining ad Saturday, MTV will televise NBA All -Star growing represemation of regional news time. Recently, the NBA secured several new Bash, a concert event featuring celebs and services across the country, the most overseas TV deals to complement its rights league all-stars. Said Winik: "NBA stars are recent sign-up being NorthWest Cable - agreements with more than 100 broadcasters relevant to MTV's audience. The Puff Dad- News, a 2.1 million-subscriber regional in almost 200 countries. This season, RSTI in dy fans are also NBA fans." news service owned by A.H. Belo that Switzerland, SBC intheSeychellesand NBC and the league, meantime, are co - covers Seattle -Tacoma, Wash.; Spokane, MATV in Madagascar will air an assortmentproducing NBA Preview: One on One, which Wash.; Portland, Ore.; and Boise, Idaho. of NBA programming. And just last month,will air Nov. 1 from 5-6 p.m. Other specials CNI now reps a cozen regional news ser- NBA Entertainment signed a new three-yearwill follow throughout the season. According vices, including four News 12 services deal with Russia's NTV Plus Sports, a satelliteto Winik, one potential NBC special would (owned by parent company Cablevision service that this season will carry a variety ofexamine "how Hollywood and the record Systems Corp.) and New England Cable league programming, including live games. industry have embraced NBA players-how News. -Michael Biitgi

In the U.S., the NBA/MTV series of spe- they've become pop icons."

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OPINION From the Editor's Desk By W.F. Gloede MEDIAVEEK

Editor -in -Chief: Craig Reiss The Politics of Free Airtime Editorial Director: Eric Garland Editor: William E Gloede

Let's face it: Anyone who casts a vote for any candidate Executive Editor: Brian Moran Managing EditorI )a-icht Cunningham based on what passes for political advertising today should Executive Features Editor: Stanley Mieses Departments EditorCopy Chief: Anne Torpey-Kemph be banished from the ballot box. Yet there are plenty of Deputy Features Editor: Adam Shell Washington Bureau Chief: Alicia Mundy people who do just that, which is why we have Al Gore-and the Editor -at -large : Betsy Sharkey Senior Editors: Langdon Brockington, Michael Biirgi, Michael so-called Gore Commission, which is right now looking forways Freeman, Richard Katz Reporters: Claude Brodesser, Jeff Gremillion to ram the veep's questionable agenda revenue by multiplexing the digital TV sig- 111: New Media: Editor: Catharine P. Taylor; Senior Reporter (At/week): Laura Rich; Reporters (Mediaweek): Anya down the throats of broadcasters. On that nal into five or more separate channels, if Sacharow: (Brandweek): Bernhard Warner agenda is the notion that political candi- the government so allows. But the fact is Media Person: Lewis Grossberger dates should be given free access to televi- that if Congress thought it could net $70 bil- Design Director: Trish Gogarty sion time to air the half-truths and innuen- Managing Art Director: Christine Goodsir lion from the sale of the digital spectrum to Art Director: Allison Brown dothatcomprise muchofpolitical broadcasters (as projected by McCain), it Photo Editors: X Ltd.) Kittler, Kim Sullivan advertising. Gore isnot aloneinhis would have sold it. It didn't. Why? The gov- Assistant Photo Editor Amy Moskowitz quixotic quest for the magic bullet that will ernment would have gotten nowhere near Circulation Director: ( hristopher Wessel Assistant Circulation Mgr: Audrey Numa make the campaign -finance scandal go that much; it may not have been enough to Mediaweek Online: Sales/Customer Support Mgr: Bryan Gottlieb away: On the other side of the political make the effort worthwhile. Congress Regional Sales Directors: Les fiewelee: Ami Brophy: Midwest: Sherry aisle is Sen. John McCain, who is siding would have angered the broadcast industry. I lollinger: Boston: Ron Kolgraf; Category Managers: Television Linda with Gore on the issue of free airtime. And in Washington, the broadcasting lobby I I Adam, New Mein Jody Siano, Print Jeffrey S. Whitmore; karst Managers: EAST: Stephen T Connolly, Karlene Diemer Bryan Hackmycr, While it is not surprising that politicians is very powerful, as are the teacher's unions, Robert W. Jones; Les Angeles: Wendy Hudson; CLASSIFIED: Harold Itzkowitz; Sales Mangers: Julie Azous, Wendy Brandariz, would be in favor of free airtime for politi- the tobacco industry and the environmental Christie 0. Manning; M. Morris, Karen Sharkey; cians, it is inherently a bad idea. Reason 1: movement. Sales Reps: Sarah Goldish Stacey Tilford; Sales Assistants.: Michele Golden, Zalina Walton Neither the government nor candidates for If broadcasters make more money, so be government office should be given access on Marketing Services Manager Chris Heyen it. Congress could always slap a tax on their Special Events Manager: Alexandra Scott -Hansen demand to commercial airwaves for any rea- "excess" profits. Instead, we have content Promotion Art Director: Jeanne Geier Promotion Associate: Matt Pollock son that does not involve an immediate ratings on most networks, a mandate requir- Dir. of Manufacturing Operation Jim Contessa threat to the safety of the public. Reason 2: ing every station to program material that is Production Director: Louis Seeder Pre -Press Production Mgr: Adeline Cippoletti See Reason 1, it's all you need. deemed educational, and now, the passibili- Production Mgr: Elise Echevarneta The guise under which both Gore and ty of free airtime for candidates. Was the Assistant Production Mgr: Matthew J. Karl Pre -Press Assistant: Ed Reynolds McCain are operating is that broadcasters spectrum debate really about money? Scanner Operators: Dock Cope, William Levine are not serving the public interest. Given The right way to deal with political Deputy Editor/tininess Affairs: that more than half the nation (more than advertising on TV is not to make it free but Dine J. O'Connor the total number of people who vote) is to ban it altogether, as is done in Great Vice President/Executive Editor: tuned into broadcast TV on any given Britain. That would eliminate the greatest Andrea Jaffe Vice PresideatiCreative Director: weeknight, we might disagree. The justifi- expense of any major campaign and possi- Wally t.awrence cation for this notion that the public is not bly allow politicians to discuss the issues in Vice President/General Manager: being served is that the broadcasters were a sensible manner that would be covered on Louis Isiclora "given" the spectrum needed to convert to TV news, just as it has been for the past 60 - Vice PresidentAlarketing: Mary Beth Johnston digital, high -definition TV for free. There- odd years. With less money to raise, perhaps Senior Vice PresideitiMarketing: fore, they should be held to a higher stan- the politicos could avoid the temptation to Kenneth Marks dard of public service. That seems reason- sell their influence to major contributors. Executive VIJGroop Publisher: Michael E. Parker able. But since there was no definition of If the politicians are really concerned Executive V.PJEditorin-Chief: public service in the first place, what would about the the public interest, perhaps they Craig Reiss constitute a higher level? And who will should ask the American public if it wants President: Mark A. Darcy decide? free political advertising on TV. Wonder The Great Spectrum Giveaway chroni- how that would turn out. Generally speak- Clam John C. Thomas, Jr.; CheicmanAnec. Cam: W Pendleton Tudor cled by numerous members of Congress ing, what's in the interest of politicians is BPI COMMUNICATtOPIS

and picked up in the consumer press was not in the public interest at all. Chairmen: I ierald S. Hobbs simply not that great. Check the numbers to President ft Duel bunk Wiese John Rah,ock, Jr. Eel:olive Vice Presidents: Robert J. Dowling. see how the most recent auctions of spec- Mediaweek welcomes letters to the editor. Address Martin R. Feely, Howard Lander all correspondence to Editor, Mediaweek, 1515 Sc Vice Piesidesitic Georgina Challis, Paul Curran, Mark A. Darcy, trum by the government have netted far less Broadway, New York, NY 10036 or fax to 212-536- Anne Haire, RtrikliCC Lovett than was originally projected. It is true that 6594 or e-mail to bglocdc0.umediaweek.com. All Vice PleihMs: Glenn Hefferman broadcasters could greatly increase their letters are subject to editing. Source: Barron's Pnmary Reader Survey, Beta Research Corporation, 1995. 01996 Dow Jones & Company, Inc. All Righu Reserved.

Barron's. How money becomes wealth.

Every week, in numbers greater than for Forbes, Fortune and BusinessWeek, our readers march to the newsstand for a copy of Barron's.Then, for 2 1/2 hours on average, they tune out everything else while they scour our pages. They read the ads (76.9%). And after they've read the ads, theyadvertise the ads. Bringing them to the attention of colleagues (14.1%). And discussing them with friends and family (28.6%). So if you're an advertiser trying to reach an affluent audience - and then some- Barron's is the ideal instrument. PAGE 16 http://www.mediaweek.com October 27, 1997 MEDIAWEEK

localedia ORLANDO, FLA.

GENERAL ASSIGNMENT TV STATIONS/CABLE TV Langdon Brockinton Claude Brodesser

ORLANDO/CABLE TV tomorrow's newspaper," Hume said. Yet that doesn't mean that when the paper TW, 'Sentinel' Launch News Channel has an exclusive it will always appear on CF 13 first. "The fundamental philosophy is we're go- TIME WARNER AND THE ORLANDO SENTINEL, have more reporters on the street. "There's ing to [air the story] when we have it, but there partners in the ill-fated Full Service Network, some advantage to being able to run that meanwill be exceptions," said Sentinel editor Haile. this week will launch a more traditional media and lean," noted Eric Braun, a vp at news con- The news channel is in a building across the venture in Orlando, Fla.: a 24 -hour local news sultant Frank Magid Associates. street from the newspaper, and a new "multi- cable channel. The launch of Central Florida Time Warner's New York 1 local cable news media desk" is being built in the Sentinel's News 13 on Oct. 29 comes eight months after channel operates in much the same way. In newsroom. This desk will coordinate with news Time Warner pulled the plug on FSN. The fact, NYI is the "model" for CF 13, said Craigeditors at the paper and the assignment desk at Sentinel had provided news reports to the am- Hume, general manager of CF 13. The Sen- the channel and will also be involved with the bitious interactive TV project, which folded in tinel's owner, Tribune Co., also has a similarSentinel's online news operation. April after a 21/2-year test in the Orlando area. cable news channel in its home base of Chica- Because CF 13 will have much more airtime Time Warner's extensive investment in go. That service "has made TV stars out of a to fill every day than the average local TV news FSN laid the hardware groundwork for the lot of newspaper folks," Braun said. operation, the channel aims to produce a sub- news channel. "The Full Service Network Although CF 13 will use Sentinel reporters stantial number of in-depth, extensively report- [gave] us a fairly sophisticated digital -tech- and resources to produce news reports, theed pieces. CF 13 is "not going to be chasing nology backbone," said John Haile, edi- every fire engine," Hume said. "If there is a tor of the Sentinel. "It sharply reduced major fire or a car accident that impacts thou- our capital investment." Haile and oth- sands of people, sure, we're going to cover that. er CF 13 officials would not disclose the But we are going to do more."-Laureen Miles startup cost. Local news channels began prolifer- ating in 1994, as TV stations and cable ORLANDO/NEWSPAPERS operators worked out deals to comply with federal must -carry regulations. The Preprint Ad Inserts two electronic media have occasionally brought newspapers into their ventures, To Grow With Print Plant but a cable operator/newspaper combi- OVER ll IE PAST THREE YEARS, I HL ORLIN, nation for a news channel is rare. do Sentinel has doubled the number of preprint Since no broadcast station is involved, A new local TV news player: An editing advertising inserts it distributes. Since Sep- Central Florida 13 is completely digital- room at Central Florida 13 gets a test run. tember 1996, the paper has been carrying offering a sneak preview of TV's future. higher numbers of inserts every month. "We Most broadcast stations are moving slowly channel's four full-time anchors, 13 video jour-have made it a priority to focus on the delivery toward digital technology because they are so nalists and several other on -camera staffersof preprints, and to do it well," said William heavily invested in analog equipment. will handle most of the reporting chores. Sen- Steiger, Sentinel vp of advertising. Central Florida 13's digital gear enables the tinel columnists and critics are being groomed The paper's volume of preprint inserts is channel's on -air talent to be fairly self-suffi- to become regular contributors, while the rank -expected to grow even more. Last week, the cient. Anchors sit in front of robotic cameras and -file editorial staff's appearances will de-Sentinel was granted a certificate of occu- and control their own prompters. Reporters (or pend on each reporter's TV skills. pancy on a new, 18,000-sq.-ft. packaging fa- "video journalists," as they are called at CF 13) The Sentinel and CF 13 will remain sepa-cility that features high -volume inserting operate their own cameras. Mary Deinhardt, rate news -gathering entities, but they willequipment. "It gives us tremendous ability to CF 13 promotions director, said that this ap- share resources and story leads. On CF 13,grow and expand," Steiger said of the new proach enables the channel to save money and "we won't have to wait to read what's infacility, which was added on to the daily's The Parenting Group Proudly Announces Double Digit Rate Base Increases- With No Rise In CPM!

With impressive growth in circulation and consistent gains in ad pages, The Parenting Group is fast emerging as the leader in the parenting category. In fact, beginning with our February issues, Parenting's rate base will grow 13% to 1.3 million, while the rate base of Parenting's BabyTalk will increase 150/0 to 1.5 million-both with no rise in CPM!

And this growth continues in the face of a flat U.S. birth rate. Why? Because, from the day The Parenting Group was born a decade ago, we have held to one goal: To be the preeminent information provider for expectant, new and young families. We now capture nearly one out of every two households in America with children under 6"-and as our audience has grown, our business and market share have grown as well.

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ADVENTURES for your mind' PAGE 20 http://www.mediaweek.com October 27, 1997 MEDIAWEEK

existing printing plant. munications and completed a swap with Infin- The outlet provides music and educational The expansion is part of a $24 million cap- ity Broadcasting for three other properties programming. -LB ital investment, including the purchase of five (NewCity had operated the seven stationsas new presses that are expected to double the a group since July 1996). number of color pages the Sentinel can publish Clear Channel is the market's newest group ORLANDO/OUTDOOR each day. Right now, the Sentinel is maxed out player. Rhoades, who previously was Orlando on the number of color pages it can offer read- gm for Paxson, is leading the Clear Channel Clear Channel Tunes In ers and advertisers, Steiger noted. The newstations' push for nontraditional revenue. A presses are expected to be running in the first special unit for such sales should bring in about Billboard Business quarter of next year. $1.5 million this year, with packaged -goods ( II .it CI I \ NNE I'S BIG Di- AI WITH PAXSON The Sentinel began its big push to gener- advertisers accounting for nearly 40 percent of (see story above) also included Paxson's 367 bill- ate more preprint insert business last fall, the total. Rhoades expects that the department, boards in the Orlando area, giving Clear Chan- when the paper doubled its distribution which targets advertisers that have bought lit- nel about 10 percent of the market's outdoor zones to 132, offering more -specific target- tle or no radio time, to deliver some $2 million advertising business and some 5 percent of the ing of ads to individual ZIP codes. The move in revenue in 1998. market's display faces, said Houston Lane, was a response to requests from advertisers vp of While some Orlando media buyers believe finance at San Antonio -based Clear Channel. that wanted more efficient ways to deliver that a recent increase in ad rates is attribut- The outdoor portion of the CC -Paxson their preprints. able solely to strong demand, otherssay that deal, which closed on Oct. 1, is the latest The Sentinel's emphasis on preprints in own- the concentration of ownership has hadan ership shift in the consolidation -crazy Orlan- some cases has helped increase run -of -paper effect on pricing. "It has played a part [in the do outdoor market. On Aug. 15, Phoenix advertising. Steiger said that one local depart- - price hikes]," said one agency executive who based Outdoor Systems completed its ment store that had not previously advertised in pur- requested anonymity. chase of 3M's outdoor advertising operations, the paper began using the Sentinel to distribute One listener demo that is experiencing rapid including 3M's 500 billboards in the Orlando preprints and later switched its ad spending growth is Hispanics. "More and more, Hispan- area. Last year, Chicago -based Universal over to RO placements. -John Consoli ics are an economic force in our market," said Outdoor Holdings boosted its presence in Dan Wachs, vp/gm at Chancellor's WOCL-FM Orlando by acquiring Peterson Outdoor Ad- and WOMX-FM. WOMX publishes a quarter- vertising, the market's largest outdoor ORLANDO/RADIO con- ly magazine, Central Florida Hispanic, which cern, for $240 million. focuses on educational, cultural, legal and Meanwhile, according to marketplace talk, Three Big Station Groups lifestyle issues affecting Latinos. Phoenix -based Eller Media, a unit of Clear Tighten Grip In addition, the market's first Hispanic Channel, has had preliminary discussions on Market FM station, WLAZ, was launched on July 18 about a possible acquisition of Orlando -based THROUGH ITS RECENT AGREEMENT TO AC- by Hispanic Broadcast System of Orlando. Gator Outdoor Advertising. -LB quire Paxson Communications' Florida sta-

tions, Clear Channel Communications has P .! . joined Chancellor Media and Cox Communi- SCARBOROUGH MEDIA PROFILE:ORLANDO cations as a major player in Orlando radio. How Orlando, Fla., adult consumers compare to those in thecountry's top 50 markets While the $693 million deal is not final yet. Top 50 Orlando Orlando Clear Channel this month began operating via Markets % Market % Market Index a local marketing agreement Paxson's half (100=average) dozen properties in the market. MEDIA USAGE Read any daily newspaper (average issue) Market leader Chancellor (four stations), 58.8 57.0 97 Read any Sunday newspaper (average issue) Cox (seven) and Clear Channel together 68.5 73.9 108 con- Total radio average morning drive M -F trol more than 90 percent of Orlando's radio 25.5 22.9 90 Total radio average evening drive M -F 18.2 18.2 ad revenue, which reached $70.4 million in 100 Watched BET past 30 days 8.0 6.0 75 1996. It's a vibrant market: For the first nine Watched CNN past 30 days 44.3 55.0 124 months of this year, revenue was up almost 14 Watched Discovery past 30 days 45.4 56.0 124 Watched TNN past 30 days percent; national advertising jumped 36 per- 25.0 36.1 144 Watched TNT past 30 days cent. "Florida is a test market for a lot of new 42.2 53.5 127 Watched The Weather Channel past 30 days products," noted Jenny Sue Rhoades, vp/gen- 42.5 64.1 151 eral manager of Clear Channel's six Orlando DEMOGRAPHICS properties. "Youth buys are very, very strong Age 18-34 34.1 31.0 91 Age 35-54 [in Orlando]," she added, noting the city's 38.9 35.8 92 Age 55+ popularity as a spring break destination. 27.0 33.2 123 Employed (full/part time) After a wave of consolidation in the past 67.4 63.1 94 Retired two years, only one major independent station 13.4 19.9 148 remains in the Orlando area: Gross Com- HOME TECHNOLOGY munications' WLOQ-FM. Early thisyear, Connected to cable 75.4 84.9 113 Chancellor acquired three Orlando stations Connected to satellite/microwave dish 3.7 3.5 94 from Omni America. In April, Cox pickedup four Orlando stations from NewCity Com- Source: 1996 Scarborough Research -Top 50 MarketReport ceebrity everytninc sne is she's got her eye on Hollywood and the latest make-up tips

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I. Etok*A6*.A4 *2510 growth in women 18-24 *'ar from - 995 to 1997. Source: MRI ..rif

==I -,I s The Magazine COMING MARCH 1998 PAGE 24 http://www.mediaweek.com October 27, 1997 MEDIAWEEK

WASHINGTON Alicia Mundy Money Talks, Pols Walk Cupidity and stupiditymoment when Sen. John McCain, chairman of the Count on heavy fall- seem to be the two words Senate Commerce Committee, is on the warpath over most frequently associated getting free airtime for political candidates? Would it with television broadcasters be worth mentioning that the stations involved did this out after several TV among Washington pols and in Congress' back yard, Virginia, during one of the two pundits. It's probably not most important off-year elections in the country, a key fair. But PR is not broad- battlefield for the Democratic and Republican parties, stations refuse to casters' forte, so here comes and a very visible race? one more story about TV folks looking like the kind Timing is everything. A lobbyist for one of the Big of fools who would chase a quarter through a mine- Three networks, who asked for anonymity, just sighed. discount ads for a field and then resent the explosion. "I guess they [the stations' general managers] didn't In the midst of one of the fiercest waves of attacks think we were doing enough for our pay. Maybe they on the TV industry in years-at a time when politi- thought we didn't have enough fires to fight." gubernatorial race.cians denounce the networks as the No. 1 cause of Norman Ornstein, a resident scholar at the Amer- crime; when Congress is starting to think that the net- ican Enterprise Institute who will chair the new Gore works have swindled them out of billions of dollars on commission with Les Moonves, the president of CBS, the digital license deal; when every news program and said, "I was shocked by the stations' decisions. It was newspaper in America is running stories about cam - incredible." While Ornstein would not comment on whether the issue would be raised by members of "This shows that the system is broken," says Reed Hundt. "The the Commission, he sent a signal about how it was already playing in the Peoria of their minds. "This is a very bad example of what happens whole issue is something that should be taken up at the FCC." when you don't have a specific set of standards for public interest obligations," he said. "The paign-finance scandals networks and stations and the high cost of run- tell us they have some ning TV ads-at this subjective way of know- critical moment, man- ing what those obliga- agers of the four top sta- tions are, and how they tions in the Washington may be meeting them. area market decided to But this shows that let- cut back on paid, but ting them exercise their discounted, ads for the internal judgments in candidates for governor this area don't work." of Virginia. Paul Taylor, the for- Is it necessary to add mer Post reporter who is that the stations let the now devoting himself to issue become a front- cleaning up campaigns page story in The Wash- as the director of the ington Post just a week Free TV For Straight before Vice President Talk Coalition, said: "It Al Gore's commission was arrogant. The deci- is first meeting to dis- sionby thestations cuss the "Public Inter- could definitely affect est Obligations of TV the outcome of the race. licensees"-and thereby It'shighlypartisan causing great wailing because the Northern and gnashing of teeth at Virginia area, where the the National Associa- D.C. stations air, tends tionofBroadcasters to be Democratic. But if headquarters? Donald Beyer (the cur- Should I interjectLt. Governor Donald Beyer, Democratic candi- rent Lt. Governor and that they did this at adate for Governor of Virginia: At a disadvantagethe Democratic ca,pdi- How CAN You BE A PLAYER WHEN THE RULES KEEP CHANGING?

THRIVING With new technologies creating both new media and more In Today's Media Evolution fragmented audiences, business as usual in the media market- place is a thing of the past. To thrive or even survive in this challenging environment requires an exceptional ability to anticipate and understand change, and to manage it. For two and a half days at the Audit Bureau of Circulations' 83rd annual meeting, industry leaders and innovators will share some of their techniques for growing their businesses in today's media evolution. Among these luminaries: conference chair Janet L. Robinson, president and general manager of The New York Times ... keynote speaker Steven T. Florio, president and C.E.O. of The Conde Nast Publications Inc.._. Peter Francese, director of market analysis for Dow Jones & Company .. conference vice chair Thomas J. Neri, president and publisher of Pioneer Newspapers ... Nov. 12-14, 1997 and Christie Hefner, chairman and C.E.O. of Playboy Enterprises. And, of course, there will be a compelling panel discussion, "Circulation AUDIT BUREAU OF CIRCULATIONS as a Measure Does It Hold Up?," special events, breakout sessions and 83RD CONFERENCE plenty of opportunities to exchange ideas with colleagues. AND ANNUAL MEETING Don't miss this important meeting of the Audit Bureau of Circulations. THE WALDORF=ASTORIA HOTI I Call (847) 605-0909, ext. 241, to register; ext. 240 to hear a recording NEW YORK CITY of scheduled events and speakers to date.

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WASHINGTON

date) can't run his ads here, the situation favors thethe industry, was that one of the candidates was Republican." unable to buy time on WJLA during the Redskins - Sen. McCain's spokesperson, Mark Buse, offered Cowboys Monday Night Football game. A 30 -second the equivalent of "I told you so." Since May, when spot at that time reportedly costs $38,000, but at the broadcasters were granted digital licenses, McCain has discounted rate, the candidate might only have to complained that the TV industry doesn't do enough for spend $6,000. After this, both campaigns complained the public in return for free licenses worth "billions." that because of the robust sales market, their ads were The stations-WJLA, the ABC outlet owned by shunted to off -time slots. Now, the stations could have handled this carefully, or mangled it cavalierly. "This is a very bad example of what happens when you don't have a Guess which they chose? Three of the stations apparently told the gubernatori- al campaigns that they would limit their specific set of standards for public -interest obligations," says Norman air purchases-in two cases, by about 40 percent. Making this decision in October, when campaigns strategy is Ornstein, co-chair of the new Gore Commission. "I was shocked." buy, buy, buy, was nothing short of "changing the rules at the last minute," Joe Albritton; WRC (NBC's affiliate); WUSA (the says Ornstein. "Don't be surprised if that subject ends CBS station); and WTTG (Fox's outlet)-are all with- up on the Gore Commission agenda." in their legal rights. Current campaign laws only stip- Then WJLA did something even more dracon- ulate that stations have to offer the lowest market rate ian- it refused to sell any more discounted airtime and "reasonable access" to federal office campaigns, to candidates for the other two statewide offices: lieu- not state candidates. tenant governor and attorney general. "Who are they Asked if this difference serves the public interest, to determine whether a race is interesting enough?" Robert Sullivan, the presi- asked Taylor. dent and general manager So when the Post hit the for WUSA told the Post, streets, the folks at the NAB "You know, I don't write the began setting up barricades laws." and bracing for the worst. That, Mr. Sullivan, is the Luckily, Congress was in kind of answer that leads to recess. politicians jostling for space But they're baacckk. So on the Senate floor to intro- is Al Gore. He's looking to duce bills to change such wipe the tarnish from his laws. In the future, if you reputation by kicking butt in findyourstationbeing the TV industry for the out- forced to offer cheap rates rageous thingsitmakes during Touched By An Angel political candidates do. to candidates for the Manas- But it could be worse. sas school board, do not look Reed Hundt, chairman of to me to dry your tears. the Federal Communica- Sullivan did not return tions Commission, said, "I phone calls. Terry Connelly, was very concerned about general manager of WJLA, this issue. This is proof that said he had decided not to we should have a notice of commentontheissue inquiry at the commission to because of the controversyAttorney General James Gilmore, the look at how candidates get arising from the Post story. Republican candidate: Dem'sthe breaks access to airtime...and why "They (the Post) completely should the law only apply to turned around what I said. I don't want to say anotherfederal candidates? Why not state ones? This shows word about our decision." that the system is broken. This whole issue is something Linda Sullivan, GM for WRC, said, "Contrary to that should be taken up at the commission." what the Post said, we are selling time in all slots to the And it certainly would be-if Reed Hundt weren't candidates for governor. But it's a very good market hours from leaving the FCC. Knowing this, the station right now. And in some slots, we are sold out. So we are managers may think they have ducked a speeding bul- negotiating make -goods." let. That's true. But it should be noted that they're the The nexus of the Post story, according to sources in ones who fired the damned gun. MEDIAWEEK October 27. 1997 http://www.mediaweek.com PAGE 27 Magazines By Jeff Gremillion

proud of the fact that the two back-to-back launches we made at Compounded Interest Time Inc. Ventures [the corpora- tion'snow -defunct experimental division] were Martha Stewart Liv- This time last year, former Time Inc. Ventures president Robert Miller has ing and, about15 months later, Robert L. Miller was an executive without a company.Vibe," he said. "Martha was so un-Time Inc. People said, 'Wait a put together a All he had was a dream. Well, that and millions of dol- second. This isn't a Time Inc. pub- lication.'Isaid, 'I know it's not! lars from Freeman Spogli & Co., a venture capital firm.We've got something new here.' group of magazines Today-one year and four acquisitions later-Miller is president Vibe was also very un-Time Inc., and not at all similar to Martha and part owner of the eponymous Miller Publishing Group, anStewart. With the right entrepre- neurial management culture, dif- that share only one L.A.-based company that publishes nine magazines. The buy -hap- ferent special -interest magazines py company just a few weeks ago emerged asthe dark -horse win-can be developed and nurtured to trait: They're highly maximize their opportunities to ner in the lengthy bidding process to buy Tennis,Snow Country, their specific audiences." Miller preaches the gospel of targeted books Cruising World, Sailing World and ith," said Miller. "From out of the special -interest publishing with a two trade books from The New woodwork, here we are." Sources passion that recalls Claeys Bahren- York Times Co. said Miller paid $35 million for burg and the folks at Petersen Pub- "Ikept hearing thatitwas the titles. lishing. Though both companies going to be Conde Nast or Mered- Earlier this year Miller orches- resist the comparison, the similari- tratedthe takeover ofties between Petersen and Miller Time Inc.'s urban -music are hard to miss. Both companies book Vibe, whose launch are led by renegade former execs he had overseen. More atmajorpublishingcompanies. tBkit ay's recently, Miller acquired (Bahrenburg previously served as the alternative -rock title president of Hearst Magazines.) ° °II Spin and Where, a chain Both companies are headquartered FORE ANDt of local tourist -informa- in L.A. And both have hitched their wagons to the niche -publish- Bet if /Inca tion books distributed in The irsdedilig 02. Co hotels. ing star. Interestingly, Miller bid els,11,011" Observers both inside on Petersen last year and lost to and outside Miller's shop Bahrenburg, who paid more than have scoffed at the eclec- $400 million for the company; and tic nature of the proper- Petersen bid on the Times titles ties. "I just don't see how and lost to Miller. it all fits," says an exec "There'sanopportunityto at another company who, build a media company focused on naturally, did not want a special -interestmagazines,"says name attachedtothe Miller. "There is an opportunity to quote. But Miller, whoacquire and/or develop magazines last week discussed his inthis emerging special -interest past victories, new acqui- genre where readers and advertis- sitions and future plansers aren't currently served as well 'CRUISIC SNOW -? with Mediaweek, is not as they could be." ,,,,._ , deterred. "I don't believe Down the road, Miller says, he \ igel ( :Mel s COUNiRY there has tobe a will likely launch new books, but Total Re 't thread," he said. "Thehis current appetiteisonly for i(,. SKI BIG! 't::.:nrt" N,ria,, sell only theme that connects existing titles. "I have a financial &m,egIamb partner who's very interested in Conquer tkeerri all of the publications is Ant$1019111.1 .e,era 1 thatthey'reconsumer doing some more things," he said. magazine brands in the"I don't know that there are any special -interest arena. limitations[tohow muchthey Miller's tale: A positive spin on disparate special -interest titles. "I was always verycould spend]. Figures like $500 PAGE 28 http://www.mediaweek.com October 27, 1997 MEDIAWEEK Ma azines

million or $1billion don't even vp/grouppublisherofthe new books. But Miller-who claims to Writer's Block remotely intimidate them. I guess leisure titles. Smith leaves her post know a thing or two about brand there's some level that might be too as president of Time Inc.'s parent- extension as a result of his Martha A sample of great writ- big, but I don't know what that is." inggroup,includingParenting, experience and his work withThis ing from a recent issue: Miller saidhe wouldavoid which she helped found. Old House,another Time Inc. Ven- risky, time-consuming launches for Miller seems to have a few tures launch-plans to continue "Elton celebrated his a while. "At least in the early years headaches coming as he deter- with aggressive branding efforts. of starting this company, I thought 50th birthday with a mines to what degree the new "From day one,Marthawas all lavish bash at Ham- it was important that I devote my infrastructure will be shared by all about developing a brand, initially in mersmith Palais for 600 energies exclusively to the acquisi- his books-magazines that for the print, that would roll out across mul- of his nearest and tion front-to acquiring properties most part are related in name only tiple platforms," Miller said. "That dearest, who ranged that could bring me an infrastruc- and so far have realized no syner- was also the underlying philosophy from Jeffrey Katzen- ture, bring me some cash flow, gies. Part of the problem is that the behindVibe.Now we've got a late berg and the members - bring me some scale," he said. parentage of the books is terribly night television show." of Pink Floyd to Charlie Vibe,the syn- As for hislatest acquisition, complex. Miller Publishing has a Watts, Billy Joel and dicated TV show, premiered last Miller says he has no plans for controllinginterestin Andrew Lloyd Webber. allthe month. President Clinton, appearing changes in editorial content or per- books, The highlight of the butMiller'spartnership via satellite, was the first guest. sonnel. He plans to keep virtually evening was Elton's arrangement forVibeandSpinis "Spinis actively engaged in the all of the 130 editorial and ad -sales appearance in full Sun completely different from his set- concertbusiness,"addedMiller. employees he inherited. In fact, he King regalia, a nine - up withWhereand the Times titles. "They've got some substantial radio- foot -high extravaganza says, he'll be adding staff. "All the EvenVibeandSpingroup publish- programming opportunities that are topped with a silver circulation and production, most of er John Rollins couldn't complete- profitably under way. I believe fer- the marketing support, the busi- wig bearing a pirate ly explain his connection to his ventlythatSpin isatelevision ship puffing smoke ness office had been provided by new sister (cousin?) publications. opportunity. Tennis and Snow from tiny cannons, not the centralized office of the New "It's easy to get confused," he said. Countryare both easily conceived as to mention a 20 -foot York Times Company," he said. "Things are moving so quickly." having active train adorned with televisionpresence, "Those are staying behind. There Apparently, however, those white ostrich feathers probably in the cable arena." is a substantial infrastructure to issues are on hold. Miller said his and carried by two put in place." Miller took the first top priority is "enhancing" the tra- scantily clad male steplastweek, naming former slaves. When I ask ditional revenue streams of circula- The Other L.A. Publisher Time Inc. colleague Carol Smith Elton exactly which tion and advertising for each of his monarch he was, he Petersen Signs Pact says gaily, "Which 60 SECONDS WITH... Louis are we? Louis the With Racing's NASCAR 20th. Or 'Louis, Louis'." Petersen Publishing has Which pretty much Roberta Myers Editor,Mirabella announced a new licensing agree- sums up the parame- ment with NASCAR, the profes- ters of Elton's world." G. You left Hachette'sElleto take over a some- sionalauto -racingorganization. what troubled magazine, following the resignation NASCAR Truck, -Leslie Bennetts on a new title to be of both its editor and publisher. How doyou han- published 10 times per year, and Elton John in "Still Cap- dle that? A. I have...an amazing staff, most of NASCAR Garage, a quarterly tain Fantastic," in the which was already in place. Then...I hired Michael Solomon November Vanity Fair as insert in seven Petersen automo- deputy editor and Will Blythe as consulting editor. [Solomon and tive titles, are set to launch in Jan- Blythe both leftEsquire just before Ed Kosner resigned as editor; uarywithMarch coverdates. Blythe was the fiction editor who quit over the infamous, allegedly Truckwill cover the increasingly Chrysler -influenced killing of a gay-themed short story.] Wegot popular sportoftruckracing. David Mamet as a contributor; we commissioned a play for the next Garage,total combined circ1.3 issue. Q.Content changes?A. I hired a fashion and beauty editor, million, will deal with automotive Anne Breza. There's going to be more fashion and beauty. We've maintenance. added some columns. One's called "Expert Opinion;" inour inaugur- "These publications mark only al column in the November/ December issue,we have Liz Smith on the beginning of what we expect how to keep a secret. We signed [popular freelancer] Gerri Hirshey will be a long and fruitful alliance up to be a pop -culture columnist, which is a new area for us. Q.Your [with NASCAR]," said Petersen background is in features and literary journalism. Will that chunk of the president Neal Vitale. He said oth- book change in any way?A. No, that's always beenMirabella's er joint projects-including auto- strength. I just hope to continue the great tradition. Q.What's the motive trade shows, retail market- coolest thing about working for Hachette?A. They hire from within. ing and more magazines-will be

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Hearst -Argyle Exec Cherishes Denver's Last Performance Thousands of fans on hand at San Antonio's "You could sense there mourned the death Argyle Club (no affiliation was some melancholy in earlier this month of with the company) for the John," Spitz recalled of the country singer John Denver. festivities. hour -and -a -half concert But the news had a particu- Marbut, who described performance. "But from larly profound effect on the evening as "both pro- what I have heard from media executive Bob Marbut phetic and poignant," noted dozens of people after his and his wife, Margot Spitz. that Denver at one point death is this profound feel- Marbut, co-chairman/CEO made a comment that possi- ing of a cherished experi- of the Hearst -Argyle Tele- bly offered insight into his ence, an intimate evening vision station group, and own sense of mortality. with a singer whom they Spitz had been with Denver Between musical sets, the have come to love and in their hometown of San Antonio for what turned www.NBC-IN.com www.NBC-IN.com out to be the singer's last public concert before he was killed when his plane crashed off the coast of Pacific Grove, Calif. Marbut had arranged for Denver to perform at an Oct. 3 surprise birthday party for Spitz, an ardent fan of Denver's folk -pop music since his early -'70s heyday. (Spitz even made a John Denver fan of Marbut, inducing him to buy his first Hearst -Argyle chief Marbut (I.) and wife Margot Denver album when the with Denver at her surprise birthday gala on Oct. 3 couple were on their first date 10 years ago.) Denver singer suggested to the understand. Even the peo- handled the transportation, crowd that "it may take a ple who told me they'd flying to San Antonio in his week or 10 days from now, never been John Denver NBC Interactive Neighborhood own Lear jet. but take a look across the fans before said afterwards delivers the power of the Some 200 of Marbut and room at the person you love they were exhilarated by NBC affiliate network online. Spitz's "close friends," and you will say, 'You are the his genuineness and the including Clear Channel person I want to be at the magnetism of his singing- NBC -IN gives consumers easy Communications chairman end of the rainbow with.'" and now they're fans for access to premium local services and CEO Lowry Mays, were Denver died 10 days later. life."-Michael Freeman useul in their everyday lives. NBC -INgives advertisers a Zu turnkey way to target consumers 'NY Times' to Hammer Out History at ;NMUork Elutes -- - by city, by region, or by area of rna101. - Qui inta /n an event to rival the MVP.' interest. pages. A Christie's repre- auctioning of Princess sentative said that the Promoted on -air in all participating Di's dresses,The New house expects bidders to markets, NBC -IN connects your York Timeswill sell a his- include history buffs and brand message to consumers toric last and first-the Old collectors from the U.S. Gray Lady's last black -and - and elsewhere, but she hesi- coast -to -coastefficiently and white front page off the tated to estimate what the effectively. To make your brand press and her first color items might fetch at ham- alocalcelebrity,callusat front page off the press. mer -down because of the 212-664-7543. The Oct. 15 and 16 charity aspect of the event. front pages, respectively, Proceeds will go to the NBC -IN. YOUR HOMETOWN HOMEPAGE. will go on the block Dec. 5 New York Times Neediest at Christie's New York auc- Cases Fund, which has been tion house, along with the raising money for New York metal printer's plates used City social services agencies The last NBC-IN.cort,, in the production of the since 1912.-ATK all -gray Old Gray Lady GET TARGETED www.NBC.com am www.NBC.com www .NBC .cam www .NBC .com MinliiPMF Levis go on

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What if they builta Web site and nobody came? Many advertisers are solving

that riddle by finally putting more money into promoting their Web sites, as the story below

about Baileys first banner campaign amply illustrates. The phenomenon is great news for Web

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the same. Marketing in the online world is now starting to resemble its traditional media coun-

terpart, and that isn't necessarily a bad thing.-Catharine P Taylor DINIr:ifilf @deadlineBaileys Backs Budget Shift New PointCast Chief PointCast last week named David Dorman, a former chairman, president and chief To Promoting Its Web Site executive officer ofPacific Bell, as CEO. Dorman comes to By Laura Rich PointCast from the post of Real Media sites on the schedule include The executive vice president of Baileys Original Irish Cream, which SBC Communications,a launched a Web site earlier this year, has Washington Times, The Florida Times $26 billion telecom company. just unveiled its first banner campaign. Union, Lancaster Newspapers, Now TV, the Founder and chairman Chris The effort, which began to appear lastWilkes-BarreTimesLeaderandThe Hassett dropped his CEO title week and runs through the end of November,Danbury News -Times. in June. involves banners runningon 22 sites repre- The U.S.-focused campaign was coordinated Microsoft to Unite Ads sented by ad network out of London. Loth said Microsofthas signed an exclu- Real Media. The banners the agency will collaborate sive deal withAccipiterto use promote an online ver- with local distributors to that company's ad serving sion of the game Truth or keep all campaigns consis- technology across all of its Dare, a new addition to tent in tone and style. The sites, includingMSNBC, site's only previous online Expedia, Slateand online ser- Baileys' PleasureDome viceMicrosoft Network. site (www.baileys.com). promotion was a one -day Microsoft has been looking to The banners will seek banner buy during the coordinate the tracking, serv- to publicize new aspects site's launch. ing and auditing of advertising Baileys' move comes as on its media properties. of the site and drive traf- fic there, primarily from the liquor category has BBDO Beefs Up Staff locallyfocusedsites. become more aggressive Liquer sticker. Baileys will post banners to drive traffic home. BBDO Interactive,the North More importantly,the online. Canadian Mist, for American new media unit of effort marks a shift in Baileys' online budgetone, recently launched a sponsorship on N2K. BBDO, has named Cindy Dale, away from site maintenance to site promotion. The buy is also a coup for Real Media, former director of interactive "Last year, there wasn't the budget [for onlinewhich managed to block out all competitors marketing at Columbia House, for the business. "We've found a London office vice president of interactive. promotion]. It was a terrible mistake," said She replaces Michele Deborah Loth, creative director at Lowecan bring money into the U.S.," said Real Madansky, who left the agency Howard-Spink new media unit Lowe Digital. Media president Dave Morgan. forAvalanche Systems. The baileys.com venue, an entertainment Loth said singling out Real Media made and community area, targets adults age 25 tothe buy easier, since there was only one point Jordan Site Delayed 35. It launched Feb. 14 and was created byof contact for the transaction. Real Media also Due to his minor injury, the represented local media brands that played debut of Michael Jordan's Web Baileys agency LHS in London. Lowe staffers site was postponed until this recently tweaked the look of the site, butinto Baileys' goal of linking people in cyber- week. The SportsLineUSAsite more significant changes will come this year.space and the real world, she added. will carry a one-on-one virtual game, sponsored byGatorade. Separately, Jordan teammate Search News Features Reviews People Events Dennis Rodman will get his OFF SITE p. 401 own, first -ever site this week, E! COUNTERS AOL'S ENTERTAINMENT AMBITIONS p. 401 NBA TIPS developed byAthlete Direct, PUBLIC'S TECHNOLOGY'S LETT'S p. 411 PAY -FOR -PLAY SHOULD `ZINES CHARGE? Po. 441 San Francisco. PAGE 40 http://www.mcdiaweek.com October 27. 1997 MEDIAWEEK bits Online Entertainment Sites 'Sprintwill promote its collect calling plan 1- Head to the Movies 800 -ONE -DIME as the sole sponsor ofESPN SportsZone's"Roast Your Rival" promotion BY ANYA SACHAROW-AsAmerica Online's interstitial ads and buttons weaved into due to kick off today. The five -week promo- AOL Studios division launchesappropriate content areas. tion asks visitors to submit their favorite Entertainment Asylum today, both that Both sites are also beefing up their dis- wisecracks about their school's archrival. property and E! Online will be battling fortribution throughout the online world. entertainment -loving online users, distri-Entertainment Asylum launches on AOL bution deals and ad dollars, particularlyand the Web, with links on Excite, One Internet Advertising Bureaumoved a step from Hollywood. closer to its planned international develop- Microsoft's Active Desktop, The much -anticipated Netscape's Netcastei; Snap! ment last week. Chairman Rich LeFurgy, Entertainment Asylum, and Yahoo. "Our goal is to also senior vice president of advertising at which promises visitors inter- have 100 percent Web distrib- ESPN Internet VenturesandABC News,began action with Hollywood stars ution," Dodi said. meeting with advertisers and publishers in among other features, E! Online is distributed on Europe duringJupiter CommunicationsCon- launches today with the PointCast College sumer Online Services Europe conference to Columbia House and the Network, Microsoft Internet discuss expanding the industry group there. Columbia TriStar film Explorer 4.0, WebTV, Starship Troopers asits NetChannel and the @Home 1As part of a campaign to emphasize the advertisers. Network, which offers high- However, competitor E! E! Online's Verba is prepping speed Internet access. durability of its laptop computers,Panasonic his site for convergence. has launched a Halloween-themed online Online told IQ News last E! Online president campaign called "How Did Your Notebook week that it had signed a deal withJeremy Verba stressed the importance of Universal Studios to promote the opening of Die?" Panasonic agencyRenegade Marketing deals such as the partnership with @Home The Jackal. E! Online has also signed deals so that E! Online is well -placed for broad- Group,New York, a unit ofDentsu,developed with PolyGram Filmed Entertainment, band Internet access. "The next wave of the minisite and banners that will run Disney and Sony. through the end of the year. Internet users will come through on all Monica Dodi, chief executive officer ofdevices," Verba said. "The next generation Entertainment Asylum, said the venue is coming though the TV, PC and Mac plat- Major League Baseball Players' Associationhas hopes to attract other movie advertisers forms." However, as a sign of how competi- namedKatz Millennium Marketingthe ad sales with deals similar to the one for Starship tive the category is, AOL Studios developed rep firm for its site,bigleaguers.com.Since its Troopers, in which the movie will be pro-Entertainment Asylum to suit a variety of July launch, the site has carried ads from moted with a combination of banners,modem speeds. Netscapeand ESPN SportsZone.

(TheMicrosoft Network and Yahoo have signed a deal for the search engine to provide a directory service on MSN's online service NBA.com Plans to Jump and on the MSN.com Web site. In return, Yahoo will carryMSNBC.comnews on its site as well as Microsoft'sCarPoint,the online Through CybercastHoop auto- and car -buying site. BY BERNHARD WARNER-Afterlosing a DesignedbyStarwave,Seattle, 'In a statement filed with the Securities and court battle that would bar sports sites NBA.com makes its season debut witha Exchange Commissionlast week, SportsLine from broadcasting real-time professionaldozen advertisers, including newcomers USA,Fort Lauderdale, Fla., said it will issue basketball scores, the National Basketball DirecTV Adidas, Reebok, Topps Trading an estimated $35 million of its stock (3.5 mil- Association is going one better. The NBACards and arcade game manufacturer this week tips off NBA.com's third season lion shares at between $9 and $10 per share), Midway. with audio cybercasts of every game plus Gatorade will sponsor the site's first- likely by years' end. The filing also revealed an area that gives a detailed account of thatIntelandMitsubishihave invested in the ever fantasy league, "Virtual GM," offer- each game's progress as it happens. ing weekly giveaways. Liz Bardetti, adver- venture, buying $5.4 million and $2.15 million The game -trackersection,dubbed worth of SportsLine stock, respectively. tising manager of Quaker Oats -owned "Game Stats Live," will be joined by theGatorade, said that over the last twosea- league's first premium club, "Audio League sons, the brand has had a 5 percent click - OCNET's third-quarter earnings report has Pass," offering cybercasts of more than through rate on NBA.com, almost twice as revealed a slight increase in revenues: $6.86 1,100 games this season for $19.95. In addi- high as its rate on other sites. million as opposed to $6.62 million during the tion, three games will be offered free each DirecTV is malting its biggest online second quarter. In the third quarter of 1996, week in "Game of the Night." League team buy ever with an eight -month sponsorship the company reported $4.52 million in rev- sites have also been sprucing up their con-of "Week in Review" on NBA.com to pro- enue. The quarter's losses came to $6.15 mil- tent to include Web simulcasts. mote its pro hoops programming package, lion, which were attributed to higher -than- Earlier this year, the NBA took Skokie, the $159 "League Pass." Links will bring expected costs of development on several new Ill. -based Stats Inc. to court, saying its Web visitors to a DirecTV page that details the products. This year's total earnings now broadcast of real-time pro stats amounted broadcast package and how to order it, said come to $8.67 million. to theft. However, an appeals court shot Tom Bracken, vice president of advertising down the case. for DirecTV, El Segundo, Calif. October 27, 1997 MEDIAWEEK http://www.mediaweek.com PAGE 41

INSIDER ALEX LETTS' TECHNOLOGY BET By Laura Rich

hard -to -find road in Hammersmith, outside central London, which became the high-tech focused A4111111r. SMI Group by 1990. Letts says he chose seems a strange locale in which to blaze new trails in high-tech the specialty simply because it seemed 1411111111111111111111111M.APIIIIP poised for the greatest growth. marketing. But this shabby suburb is home to Publicis Technolo Now, that hunch is growing into where AlexLetts,thedivision's tech clients, a view shared by his bosses reality. By next fall, Letts anticipates founder and chief executive officer, in Paris. But it also must be equally Publicis Technology to grow by $10 recently explained his shop's goals. adept at on- and off-line marketing. million in billings and boast offices in "I believe, ultimately, the majority For example, in a campaign warn- California and Asia. Letts plans to of design and creativity for communi- ing against software piracy developed acquire a West Coast shop, which he cations on the Web will need to origi- for Adobe this year, the shop created a won't name, by year's end. nate as part of a marketing program," minisite and a print campaign. In an "Once we get Europe and Asia sort- says Letts, 38. "It will come from agen- international twist, local versions were ed," Letts says, using British slang, cies-if they wake up-or those who also created for France and Germany. "We will be an instant global solution." eat into their turf." Letts' college career makes his cur- And Hammersmith, which isn't even PublicisTechnologywasuntil rent path seem unlikely. After graduat- in London, let alone near Silicon Valley, recently known as SMI Group, with ing from Oxford University with a will strive for global domination in high- billings of some $60 million. Then, last degree in classics in 1981, Letts cut his tech marketing. month, Paris -based Publicis bought the teeth in advertisingat Young "Who better to do it than someone 80 -person agency for an estimated & Rubicam, London, working on clients who lives international?" asks Letts. $13 million. such as Kodak and Rank Xerox. By He praises American agencies but Letts' business plan is to turn the 1988, he had formed point -of -purchase adds, "They're not brilliant at interna- shop into a global force focused on high- agency Sales & Marketing Initiatives, tionalizing themselves."

The only weekly, Web -only column /Po- about Internet advertising. Digital [ye Each Monday, Regina Joseph casts a .111.11111111111111k- critical eye at the emerging forms of advertising, marketing, and selling on the Internet. Read it She reviews sites, translates the exclusively hype into hyper -reality, and charts only on the course of new media culture, www. adweek.com online PAGE 42 http://www.mediaweek.com October 27, 1997 MEDIAWEEK

The Charge Is On

Some prominent sites may solicit paid subscribers.By Anya Sacharow

s most online publishers have spent the Disney, which developed a children -oriented Apast few years in a headlong chase forWeb presence called "Disney's Daily Blast" last advertising revenue, it is easy to forgetspring, also says that it is on schedule in reaching that, at one time, the online media had dreamt ofits end -of -year target of 100,000 subscribers, and being able to count on more than one revenuesome sports sites have been able to successfully stream. But the most popular of those proposed launch special, premium -priced areas. other streams-subscriptions-has failed to As the next wave of online publications looks materialize for most sites. for subscription revenue, most eyes will probably Online consumers, gbeonSlate. Whenit Nerve's Rufus Griscom accustomedtogetting launched in June 1996, it content for free, did so with the understand- and Genevieve Fields are expressed little interest ing thatitplanned to in having to pay for it. charge $19.95 per year.

among the online entre- And most of it wasn't According to Rogers Weed, viewed as being worth Slate publisher, the plan paying for anyway. was postponed because the preneurs about to take But with few sites able publication's executives to make money solely on weren't satisfied with its the plunge into seeing if advertising revenue, the billing system. But most dream, or perhaps fanta- onlineveteranswould Netizens are ready or sy, still lives. Now, there argue that the real reason are signs that several was that Slate sensed that willing to pay for Web prominent, Web -based the market wasn't ready to publications may be ready pay. "There was no dispute content. to stick their toes in the that we'd have to go paid to thus -far murky waters of establish a viable business paid online subscriptions. model," Weed says. "It's a Slate (www.slate.com), the Microsoft -pub-question of when, not whether." lished e-zine edited by Michael Kinsley, is making Now, however, Weed thinks it may be time. He renewed rumblings that it will charge within thebelieves that Web veterans who have spent the year, as is political and cultural digest Salonpast two years surfing the Internet can tell the (www.salonmagazine.com). And the recentlydifference between professional and amateurish launched online sex magazine Nervecontent. Therefore, they will be willing to pay for (wwwnervemag.com) will try to lure paying sub-at least some of it. scribers early next year. However, questions of how to go about it If these journals succeed, they will upend con-remain. The $19.95 annual plan may not be dead, ventional online wisdom that only the most specialbut the publication is now conducting focus sites can charge. So far, the success story is brief.groups to determine Slate's value and consider- Wall Street -obsessed TheStreet.com, whiching charging annually or per article. Above all, launched late last year, has been a hit, as has TheWeed thinks it important to keep the plan simple. Wall Street Journal Interactive Edition. "The online services experience points that i aKk 9674/...

W.B. Doner

for selecting CMR as your

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through the year 2002.

COMPETITIVE MEDIA REPORTING PAGE 44 http://www.mediaweek.com October 27, 1997 MEDIAWEEK

out," Weed says. "Everyone was a la carte for acharges $4.95 per month or $39.95 per year for while. Then [subscribers] wanted a flat fee. TheyDaily Blast (the service is free to those who log didn't want to keep track of their bill." on via Microsoft Network), supports that theory. The lack of a clear-cut payment model is stillNot only does the site have the weight of the scaring some sites off, such as Feed (wwwfeed-Disney franchise behind it, but it is heavily pro- mag.com),anonlineliterarymagazine. moted on Disney.com, the company's much -visit- According to Steven Johnson, Feed's editor -in- ed, free mega -site for everything in the Disney chief and co-founder, "In the long run, I think theworld. By contrast, an online venue such as Slate market will support it. But there's no easy pay-does have mighty Microsoft behind it, but that ment method now" Although he observes thatbrand is known for technical prowess, not creat- many sites ask visitors to send their credit-card ing great media properties. numbers over the Internet, that The recently launched is still a concept that "people are "There was no Nerve, a blend of sexual content uncomfortable with." dispute that and literature featuring such It may be a sign of the times, writers as Norman Mailer, may though, that Johnson is intrigued we'd have to go prove a testing ground for by the issue. He says he has whether an independent Web thought about a pay -to -play fee paid to establish site can successfully charge. In for special events that Feed January, the site plans to start would conduct online and alsoa viable business askingsubscriberstopay may poll Feed users to ask them between $2 and $4 per month whether they'd pay for faster, model," says for a special section that will advertiser -free Web content. Slate's Rogers mix content and community. Whatever such user polls The area, a joint venture uncover, the few sites that have Weed. with New York online communi- succeeded in charging offer lit- ty Echo, will feature online dat- tle insight into the potential marketplace. Theing games, discussions with authors and writers Wall Street Journal Interactive Edition launchedand instant messaging capabilities. And such in April 1996 as a paid publication, charging $49features as a look at the work of controversial per year or $29 per year for off-line subscribersartist Andres Serrano, which is currently in a to The Journal, Smart Money or Barron's. password -protected Nerve gallery, could also be Having reached 100,000 subscribers within apart of the paid area. (The gallery launched last year, it may be the most successful subscriber -week with 10,000 registrants.) based online publication yet. Even though many But it is interesting to note that Nerve editor- online pundits predicted that the WSJIE wouldin -chief Rufus Griscom, who launched the site in succeed because of the print Journal's must- June with hisgirlfriend, Genevieve Fields, read status, Tom Baker, its business director, dis-believes community, not prepackaged editorial agrees. He stresses that online publishers mustcontent, will lure paying subscribers. provide additional resources such as archival "There are a few precedents that make us material to warrant a subscription fee. "Peoplethink we can succeed," Griscom says. "People think online should deliver more depth thanare used to paying for community-America print," he says. Online, for instance. A lot of this technology is But outside observers think there are otherlike AOL. People are used to paying for that." forces at work. "Someone with an established For now, however, industry observers will brand name has an easier time of it," explainslikely take a wait -and -see attitude. "Individual David Dowling, president of Media.com, ansites bring their unique perspective and their online media buying division affiliated withown slant to differentiate themselves," says Grey Advertising. Media.com's Dowling. "It remains to be seen if The recent experience of Disney, whichthey can charge for that." CLASSIFIED ADVERTISING/October, 1997 Page Cl EASTERN SERVICES & RESOURCES

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503-224-9288. Phone-in Dictation Service - You folk. We type. Fast Transcripts -24 hour turnaround - $3.60/pg. e original FE On-line Services -file transfer, file sharing, the -Street discussion groups. BE A DOER Call 1 -888 -Ai -MOBILE Advertise in ADWEEK classi- terviewer fieds and we guarantee you'll be (1-888-286-6245) rewarded with responses. And Visit www.mobileword.com maybe more than that. Be a Campaigns now moverand a shakerwith running in Chicago, ADWEEK classifieds. Call NOW! San Francisco, TRANSLATIONS/ Call M. Morris Philadelphia LANGUAGE SERVICES Classified Sales Manager & Minneapolis. 1-800-7-ADWEEK CALL (510) 843-7655 (CA) SPANISH TRANSLATION 307/366-2290 or [email protected] CLASSIFIED ADVERTISING/October 27, 1997 Page C5

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System/Network configuration 24 hr/7 day and INSTANT SPOTS & VO's COMRia ISDN O'Halloran Advertising, Inc. Emergency Service Troubleshooting and Installation TED LARSEN e WORLDWIDE Serving Nat'l & Regional advertisers. Internet Support 508-741-4949 Email: tImedia@aolcom Strategic marketing designs, mapping, Publishing and Graphics Specialists demographics & business data all 840 West End Ave, First Floor New York, NY 10025 at no added cost. (800) 762-0054. a Solution Professionals (212) 222-3658) Reach your ad community in ] NE T w OR K ADWEEK CLASSIFIED CALL 1-800-7-ADWEEK

OFFERS & OPPORTUNITIES EMPLOYMENT

OFFICE SPACE BUSINESS OPPORTUNITIES DIRECT MARKETING CHELSEA SPACE IT'S TIME OPPORTUNITIES Luminous.20footceiling.Great Thinkingaboutthe "R" word? Busy ad agency seeks the following for its growing, views. Perfect for graphic designer Thoughtaboutmerging?Con- cr two person ad agency. Shared cerned on how tofindtheright high profile direct marketing account: conference room. partner? New Jersey based agency COPYWRITER with 5+ years direct marketing experience, financial area a Call Ginger looking to find select agencies who (212) 598-4191 sharesimilarphilosophy andre- plus; excellent conceptual skills and ability to direct strategy -based creative cognizethe time. We offera strategic sense of business. Major thinking; commitment to technology. An ag- NOTICE gressive company growth plan for ART DIRECTORwith 2-5 years direct marketing experience; success. Sound interesting?Let's talk in strict confidence. ACCOUNT EXECUTIVE -self-starter with 3-7 years direct marketing re- Catch a Creative Genius Call John Howlett at sponsibility; experience at in-house agency of financial firm a plus. ADWEEK CLASSIFIED 908-789-1220 Agency principals only please. We offer competitive salary and benefits along with career opportunities in a professional, creative environment. Qualified candidates should submit resume with salary/history requirements to: ADWEEK Classified, Box 4035 EMPLOYMENT 1515 Broadway, 12th fl., New York, NY 10036

INTERACTIVE/ TELEMARKETING THE RIGHT WRITER The Lunar Group, a full -service, sky -rocketing, NJ -based advertising Leadingmedia bartercompany NEW MEDIA seekingpeoplefortelemarketing agency, seeks Senior Copywriter with ability in all media. Experienced. Several exciting optys from entry- dept. You will be contacting senior Fast. With big ideas and well-chosen words. Work as part of a strong level($30K)toacct mgmt ($40-- management in Fortune 500 com- creative team. paniesunder thedirectionof a 100K+) in some of the hottest in- Is this you? Tell us about it -- briefly -- with the right letter (and samples) to: teractive ad agencies. Passion for senior account executive. We are looking for aggressive self-starters in- TheLunar Group, Inc. new media a must;exp onin- terestedinhigh income potential. Whippany, NJ 07981 teractive accts a huge +. 9 Whippany Rd., Fax resume and salary history to: Phone: (973) 887-3500 Fax: (973) 887-3722 Call KATRINA at 212-818-0200 SVP, Business Development [email protected] or fax to her at 212-818-0216 Fax #: 212-755-6312

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: $158.00, 112 inch increments: $79.00 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 $20.00. 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 areyour ad to American Express, Mastercard or Visa, ADWEEK CLASSIFIED, 1515 Broad- duplicates or need not be returned. We are not responsible for recovery of samples. way, 12th fl. New York, NY 10036. 1-800-723-9335 Fax: 212-536-5315. Page C6 CLASSIFIED ADVERTISING/October 27, 1997

HELP WANTED ACCOUNT EXECUTIVE 5RYAN NOW CV I FII EC-1- ADVERTISING SALES We're growinglikecrazy, and lookingforsenior -levelArtDirectors and Get in on the ground floor of a breakthrough medium! Well established pub- Copywriters with at least 5 years experience in Direct Marketing. You'd be part of lishing company in food, travel and wine field seeks entrepreneurial individual to an entrepreneurial, award -winning team who believes concept is king and lives to blaze a trail for a cutting -edge start-up. We're already successful, with a long- create exceptional advertising. You should be talented, enthusiastic, and enjoy term track record publishing for most of the world's major airlines. To qualify, working with major-league clients. If your book doesn't sparkle, don't answer this ad. If it does, we're ready to roll out the red carpet in Westport, Connecticut. you should have solid communication skills, enjoy the freedom to realize sales goals in your own way and can take on the responsibility to produce in a NYC - Qualified candidates should send a resume and salary history to: based environment. If you fit the aforementioned plus have experience selling Ryan Partnership advertising space for a consumer oriented publication, consider joining OSM, Human Resources, 55 Post Road West, Westport, CT 06880 where an exciting opportunity exists for a person of imagination, energy and persuasive ability. Please submit your resume and confidential salary history to: O'Sullivan Publishing RYAN Department AE-AW LDA R 7:g ff 000:211P 110 Triangle Boulevard, Carlstadt, New Jersey 07072 EOE M/FIDN PRODUCT MANAGER SPOT TELEVISION BUYER CMR, a market leader in advertising media research, is seeking a We are a fast growing international media trading company Product Manager for one division of its product line. Candidates must located in Rockland County. Seeking individuals with strong TV have a Bachelors degree with 3-7 years of experience within an negotiatingskills,detailoriented,aggressiveandhighly Advertising Agency or Advertiser. Excellent computer skills and motivated. Enormous growth potential in a fast paced environ- strong interpersonal skills are required. You will be working directly ment. Trade experience preferred but not necessary. Salary com- with clients and sales to assess, interpret and then prioritize client needs to produce product requirements for production and applica- mensurate with experience. Please fax resume to: tion development. Some travel req'd. Knowledge of CMR data and pro- ducts a plus. Dana Kovacic Please send resume and salary history to: (914) 735-0505 CMR HR Mgr/PM 11 West 42nd Street, New York, NY 10036 EOE ADVERTISING Copywriter Active Media, a fast paced media Up and coming Hartford, CT barter company, has the following ACCOUNT EXECUTIVE opportunities available: ASSOCIATE shop seeking writer of similar (Advertising Sales) description. If you have 2+ years Print Media Buyer/Planner ACCOUNT A national women's magazineis Media Buyer/Newspaper seeking a motivated, go-getter to of experience and don't mind COORDINATOR sell and service new and existing ac- working in an environment that's Media Buyer/Outdoor counts throughout the US. Based in fun, friendly and stimulating, We seek experienced professionals Largeinteractive agency seeking Mid -town Manhattan, thisposition with knowledge of Windows, Excel multi -talented, organized individual. requires a minimum of one year out- send your resume along with and Word.Barterexperiencea Growth opportunity into acct mgmt side sales experience, and excellent 5 non -returnable samples to: presentation,negotiationand plus. Forward resume, which must or web development. Enthusiasm, communication skills. specify position desired as well as self -motivation, excellent communi- In return for your commitment and ex- Human Resources salary history/requirements, to: cation skills & exp w/the Internet re- pertise,youwillreceivea com- O'Neal & Prelle quired. Agency background a +. petitive salary/commission/benefits P.O. Box 1139 ACTIVE MEDIA package.Forconfidentialcon- Fax resume, cover letter sideration please forward resume 95 Elm Street Attn: Trade Department & salary history to: with salary history to ADWEEK Hartford, CT 06143-1139 One Blue Hill PLaza, 9th Flr. Attn: AC @ 212-655-4711 Classified -BoxSE00661,1515 Pearl River, NY 10965 Broadway, 12th fl., New York, NY O&P EOE 10036. Fax: (914) 735-0749

ADVERTISING SALES PUT YOUR DREAMS Sr. Account Supervisor PRINT BUYER NEEDED Publisher oftwocomputer Dallas agency is looking for a talented Seattle's largest ad agency is look- magazines,SunExpertMagazine TO WORK FOR YOU Senior Account Supervisor. and WebServer OnLine,offers a We need ideas and inventions in the ing for an experienced Print Buyer Experience in unique ad sales opportunity for an realm of kids' promotions and toys. managementand tohandle negotiation and place- experienced sales person. strategic planning of food service ment of a large volume of newspa- You know the kind: the stuff that just and telecommunications accounts. Opening for a Regional Manager in doesn't fit your present situation, the per (and some magazine) buys. 5+ Annual promotional planning. yearsprint buying experiencere- NorthernCalifornia basedinthe thoughts your idiot clients laugh at, Provide leadership for clients and Bayarea.Must have computer the dreams that sooner or later you quired, along with excellent people publication experience. staff of 6-8 corporate and field ac- and computer skills. Send or fax see on tv for somebody else. We're count executives. Send resume to: resume and cover letter to: for real, and we pay top royalties. 8-10 years of agency experience. Computer Publishing Group Don't send ideas, just a letter about Good presentation skills. Media Director you EvansGroup Attn. S. Henry Sacks with a resume. Here's a Salaryandcompensationpackage 320 Washington St. moonlightsituationthatcan grow negotiable, based on experience and 190 Queen Anne N Brookline, MA 02146 intoa dreamjob.ADWEEK-Box qualifications. Sendresume to Seattle, WA 98109 Fax: 617-739-7003 SW00656, 3102 Maple Ave.,Ste. ADWEEK-Box SW00652, 3102 Maple fax: 206-283-2018 NO PHONE CALLS PLEASE. 120, Dallas, 'DC 75201. Ave., Ste. 120, Dallas TX 75201. No phone calls, please CLASSIFIED ADVERTISING/October 27, 1997 Page C7

HELP WANTED

Advertising Open on agency producer in office flipping There's Never Been A through ADWEEK magazine. Pan Better Time To join Our office bookcase crammed with awards and an autographed In -House Ad Agency! photo of Lars Von Trier. Cut to medium shot of producer Prudential serves more than 50 million customers worldwide and offers a variety of products and services from insurance to health- care management to consumer banking. Last year, we generated sipping coffee. Cut to snap over $40 billion in revenues alone and we have even greater expec- tations for the future. zoom of classified ad that Because we are looking towards the 21st century with even greater plans, we're looking for just the right people to help them reads:THE MARTIN AGENCY come true. Our In -House Advertising Agency has the following dynamic opportunities available in NEWARK, NJ: IS LOOKING FOR A HEAD OF Direct Mail Designer PRODUCTION. Cut to medium Opportunity for Direct Marketing pro. The right candidate should have 5+ years of hands-on design experience, be hardworking with shot of producer spitting coffee exceptional attention to detail, and deadline oriented. You should be Mac proficient as well as traditionally skilled. We need a team all over desk. Cut to cu of pro- player with lotsof talent and ready togivetheir best. Dept NPRO848AW ducer's eyes excitedly reading

ad. Ripple dissolve to producer Media Buyer There is an outstanding opportunity for a hard-working and skill- at huge going away party. Cut ful media buyer and negotiator with 2-5 years of broad -based media buying experience including TV, radio and print. Must be to Dan Wieden wiping a tear Excel proficient. Dept NPRO849AW

from his eye. Cut to airplane Web Site Designer Excellent opportunity open for a Mac artist with high interest and flying to Richmond. Newspaper demonstrated experience in web site design. Strong photoshop skills are necessary.Dept NPRO850AW headlines spin and stop over Prudential offers very competitive starting salaries commensurate with experience, a comprehensive benefits pack- scene: PRODUCER NAMED age, and opportunities for advancement. For immediate consideration, please send a scannable (clean, clear, no graphics and unfolded) copy of your resume, indicating position desired by including the appropriate department MARTIN HEAD OF PRODUC- code listed above, with salary requirements to: Northern New Jersey Employment Center, Prudential, 100 Mulberry Street, 2 Gateway Center Four, Newark, NJ 07102-4069. (Only those resumes which include the appropriate depart- ment code will be considered.) TION! WUNDERKIND WINS 6

GOLD LIONS! AD WORLD WACKO OVER WICHMOND! aPrudential Ripple dissolve back to pro- We are an Equal Opportunity/Affirmative Action Employer and are Committed to Diversity in Our Work Force. ducer in office, wiping coffee

from chin. Cut to producer 1 getting up from chair, quietly ADVERTISING VICE PRESIDENT, SALES Leading Global Film and Photo Library that is a subsidiary of a Fortune 50 SALES company seeks a top level sales leader with 10+ years experience to direct and closing door, and putting reel NY basednewspaperrepresen- motivate our sales team. This executive team member must possess a high tative firm is seeking an advertising level of organizational skills and a demonstrated track record of success in im- and résumé in overnight pack sales representative to handle multi- plementing innovative and profitable sales strategies. ple categories.Newspaperor Responsibilities include developing and managing a coordinated plan and to Ana Reilly, cio The Martin agency experience a plus. The in- dividual should be highly organized strategy for film, digital and print sales; identifying and penetrating target licens- and self motivated. Please mail, fax ing markets in areas of advertising, television documentaries and broadcasting, Agency, One Shockoe Plaza, or e-mail your resumes and cover book and magazine publishing, on-line and new media. Directly responsible for letter to: staffing, training, pricing, policy and customer service. Experience in new ac- Richmond VA 23219-4132. CWO&O count prospecting and developing long term client relationships preferred. Ex- perience in image licensing, digital content or new media a plus. a Division of Landon Assoc. Fade to black, roll titles, bring Attn: Marc Salton Salary plus bonus commensurate with experience and responsibility, 200 Madison Ave. -Ste. 510 plus excellent benefits package. up music: Sinatra's, I've Got New York, NY 10022 Please contact: Frank Lamana Fax: 212-252-9563 NCG the World on a String. E -Mail: CWOONY.COM 212-557-8304 NO PHONE CALLS PLEASE or Fax: 212-557-2101 Page C8 CLASSIFIED ADVERTISING/October 27, 1997

HELP WANTED Lands' End needs an THE LEGENDS OF ADVERTISING I Art Director ESTABLISHED THEMSELVES BY CREATING NEW For Beyond Buttondowns... Fast! AND INNOVATIVE WAYS TO SELL A PRODUCT.

Perhaps you've seen this catalog. It's full of finely tailored men's clothing; shirts, ties, suits, sportcoats, trousers, you name it. The merchandise is elegant and tasteful, and so is our approach to selling it.

AMATEUR We're looking for an Art Director with 5-10 years of experience who can Think about it. Persuading someone to buy a top -of -the -line Mercedes just couldn't be all that difficult. help our customers "feel" - right there on the catalog page-the rich But getting someone to consider changing careers - and to change their lives - now that takes true creative talent. And if you have it, you belong at Austin Knight. Because our work isn't just producing texture of Harris Tweed, the silkiness of Pinpoint Oxford, the suppleness tangible results for our clients. It's winning awards. In recruitment and consumer shows. So there. Tell of handsewn loafers. Someone, as well, who's interested in visiting mills, that to your friends the next time they try and convince you that there's no nobility left in advertising. meeting customers, even attending the occasional sheep sheering-in the interest of learning about our products and what makes them so good. For more information on the following positions, see us on-line at www.ok.com We need a real pro. And like we said: QUICKLY! Senior Copywriter/Associate Creative Director Interested? Please send us a letter of introduction, your resume and samples Chicago & New York of your best work, demonstrating your expertise in design and photo direction. If you've done any editorial work, that would be nice to see too. Art Directors Production Artists Boston & San Francisco Chicago & Boston Kindly forward it all ASAP to: Jill Liege!, Lands' End Inc., 5 Lands' End Production/Traffic Manager Production Coordinator Lane, Dodgeville, WI 53595. EOE New York Chicago

To be considered, a resume and non -returnable samples must be sent (indicating position of interest) to: Creative Director, Austin Knight Advertising, Dept. Amateur, 303 West Erie, Suite 210, Chicago, IL 60610. EOE. PRINT PRODUCTION MANAGER Austin THE ADVERTISING COUNCIL, INC. VA Knight The Advertising Council, the leading provider of public service announcements in the US (Smokey Bear, "A Mind is a Terrible Thing to Waste," "Friends Don't Let Friends Drive Drunk") is looking for a Print Production Manager with 5 plus Account Executive years experience in all aspects of print production and direct mail including 4/C and B&W ad work, 0-0-H, packaging, collateral and postal requirements. Fast-growing metro NY agency needs blue-chip AE to handle our brand -leading client's national tv/radio/print account. Candidate must have extensive background using Mac including the ability to Great growth oppty.To qualify you must have: work in Quark and working knowledge of Photoshop and Illustrator. Must also have the desire to explore and become involved with new technology relating to 5 years experience, 2 as AE, preferably at NY agency graphic design. Account planning/strategic skills Candidate must be highly organized and detail oriented with the ability to Excellent presentation and writing skills prioritize and manage multiple projects while working under tight deadlines. Ability to take charge with minimal supervision Must possess excellent communication, verbal and interpersonal skills, having the ability to interface with account executives, creatives and vendors. Concern We're a hot creative shop located 45 minutes from NYC for and interest in social issues is a must. in lower Ffld Cty, right off 1-95. Salary open. Apply in writing or fax with salary requirements to: Fax resume to 203-899-7579. Ms. Patricia Mitchell, Director, Creative Services Or e-mail to [email protected] The Advertising Council, Inc. 261 Madison Avenue - 11th Floor New York, NY 10016-2303 ADVERTISING OPPORTUNITIES Fax (212) 922-1676 Our dynamic, innovative communications firm has excellent opportunities for E-mail Pmitcheligadcouncilorg focused, detail -oriented, hard-working individuals in the following positions: No Calls Please *ACCOUNT EXECUTIVE - To qualify, you should have 2-3 years advertising experience with strong billing/budget background. Must be a self starter with strong communications skills -both written and verbal. *PRODUCTION MANAGER - Candidate should have 2-3 years advertising print production exp. Will be solely responsible for coordinating all aspects of MEDIA PLANNER PUBLIC RELATIONS production including maintaining schedules & tracking costs. New York officefor a worldwide PR Agency near Albany, NY area advertising agencyisseeking an has opening for Senior PR Account MIS SPECIALIST - Must be proficient in Mac and PC with experience in ad- energetic media planner with ministration of e-mail, Appleshare, high -end desktop publishing systems. Multi- 2-3 Executive. Min. 5 yrs agency or cor- faceted position also includes technical support and liaison with HP3000 years of experience. Great opportuni- porate experience on national and hardware. ty to be involved with a variety of ac- international,product -relatedpub- counts. Should Send letter with salary requirements to: haveexperience licityincludingplanning,writing, withconsumer/businessprint mediarelations. Business -to - ADWEEK Classified, Box 4038 media. Broadcast knowledge desira- business and plastics industry expe- 1515 Broadway, 12th floor, New York, NY 10036 ble. Strong computer skills a must. rience a plus. Please fax resume/letter detailing Write Blass Communications, your career objectives and salary Drowne Road, Old Chatham, NY Classified Advertising Call M. Morris at 1-800-7-ADWEEK requirements to (212) 261-4224. 12136 or fax 518-766-2445. CLASSIFIED ADVERTISING/October 27, 1997 Page C9

HELP WANTED Media Bu er Specializing in Print Enjoy the Excitement Marketing/Public Relations of a NY Agency.... In the Comfort of the NJ suburbs! American Home Products Corporation, a Fortune 100 Company, one of the world's largest research -based pharmaceutical and health care product companies has an exciting challenge for a qualified professional. Director of Marketing You will assist in all aspects of the planning and negotiation process to secure rates I.I 0+yrs marketing/ CFS offers a superior benefits package. which and to contribute to added value programs; public relations includes: interface frequently with representatives from the publishing industry and brand experience; MBA family health, dental, & vision managers. Other duties include inputting preferred excellent 40IK plan buys to in-house systems, addressing billing on -site daycare benefits ciscrepancies, establishing/maintaining 5+yrs management estimates, publishing of all positioning experience incentive bonuses reports, monitoring circulation shortfalls as well as an excellent starting salary. and media planning. Develop and direct 1-2 years of print buying experience, strong all marketing programs negotiating skills and computer literacy Develop and TO APPLY: Send resume and salary history, are required. referencing Director of Marketing to the address direct media/public As a Madison -based employee, you will be below. eligible to enjoy the advantages of our relations and special Fitness Center, Company Store and Child events staff Development Center. N I Attention to detail, We offer a competitive salary, compre- hensive benefits and opportunity for project scheduling and COMMERCIAL growth. For consideration, E-mail, fax or national media experience are essential FINANCIAL mail your resume which must include High level of computer proficiency salary history/requirements to: AMERICAN SERVICES, INC. HOME PRODUCTS CORPORATION, C Human Resources - JFM, Five Giralda Farms, Madison, New Jersey 07940. COMMERCIAL FINANCIAL SERVICES, INC. is the E-mail:[email protected]. FAX (973) 660- 2448 East 8Ist Street, Suite 4900 6192. Visit our website at www.ahp.com. nation's premier asset management and disposition company. Repeatedly named to Inc. magazine's list of Tulsa, OK 74137 the Fastest -Growing Private Companies in America. Fax (918) 488-8463

AMERICAN HOME PRODUCTS CORPORATION www.cfs-inc.com equal opportunity employer EOE M/F/D/V

SENIOR MARKETING MANAGER Leadingmidwestmagazine seeks experienced magazine marketing manager. The suc- transportation, cessful candidate needs to be wins(conimunications, a strategic thinker with strong r for newbusiness financial. creativeskillsthatleadto jets, rasorts, Need in biz. generation of revenue. to currentaccts. Otherrequirementsinclude: medical) add experience writing and editing dept. specialadvertisingsections, creative designes)- proposals and presentations; Need tobuildkiller artdirectors, workingknowledgeofsyn- Read Island(writers, dicated research; and experi- bitten forRilton ence with special events and rind usNOW promotions.Abilitytomeet deadlines alongwithstrong forCharlotte. follow-through and organiza- tional skills are essential. piussuperteam (what elseis new?) We offer a competitive salary spare. and benefits package. For con- Not a minuteto sideration, send resume with writingsamples andsalary history to: Get backto me,muypronto.. Marketing Director CHICAGO Magazine 500 North Dearborn, 12th FIr. Anderson CommunicationsGroup LLC Hilton Head Island/Charlotte Attn: Neil Scanlan, Creative Director Chicago, IL 60610 Fax only, pleasee803)686-1711 email: [email protected] www.andercomm.com Fax: (312) 222-0287 No phone calls, please An equal opportunity employer * * * USE ADWEEK MAGAZINE TO GET NATIONAL EXPOSURE * * * Page C10 CLASSIFIED ADVERTISING/October 27, 1997

HELP WANTED

Fox Latin American Channel has the following media research opportunities available. Both positions are based in New York City. zSR. MEDIA RESEARCH ANALYST z The successful candidate will have a strong background in both quantitative and qualitative media research and have strong analytical skills; at least 3 years' experience with programming media research and/or ad sales media research. Individual must be results oriented; able to meet VISA demanding deadlines; be a self starter; have the ability to WHERE GROWTH IS AS work independently; and be PC proficient specifically with MS office package. Fluency in Spanish and Portuguese NATURAL AS CHANGE. a plus. Because we are the premier name in the industry, everyone watches Visa For consideration, applicant MUST have a college degree to see what new products and services we'll deliver next. Our customers with at least 3 years' practical experience in the specific across the globe depend on us to deliver the most innovative products and services faster than our competitors. All of which makes for plenty of areas described above. opportunity to grow your career in a challenging workplace where change is the norm. MEDIA RESEARCH ANALYST The successful candidate must have 2+ years' experience in quantitative and qualitative media research; have BRAND IDENTITY MANAGER excellent written and verbal communication skills; strong Management of the Visa Global brand identity is essential to our business analytical skills; and PC skills specifically with MS office strategy. We are looking for a team -oriented individual with proven experi- ence in managing international brands to direct projects aimed at protecting package. Fluency in Spanish and Portuguese a plus. and enhancing the value of the Visa brand. You will manage the naming z For consideration, applicant must have a college degree process, develop international naming, and handle copy guidelines and and at least 2 years' practical experience in media research. standards for applications of the Visa brand identity. You will also manage agencies and vendors, oversee naming and copy standards on branding We offer a competitive salary and a great benefits package. programs, and manage the naming development programs. Requires a For consideration, please mail or fax resume with salary BA/BS degree and 5-10 years' experience in project management in corpo- requirements and references to: Fox Latin American rate and brand identity with experience in managing brand naming projects. The ideal candidate will have an international marketing communications Channel, 11833 Mississippi Avenue, 2nd Floor, Los background and corporate experience in an international organization. Angeles, CA 90025, Attn: Human Resources Manager; fax (310) 447-7346. Only resumes C with references and salary requirements DIRECTOR, will be considered. Equal Opportunity 6T0 INTERNATIONAL MARKETING Employer. N (2 PosI'l'loNs) In these two key positions, you will lead a dynamic marketing team workini to create integrated marketing programs for Visa products. One position will focus on current products, while the other concentrates on electronic com- merce and Internet marketing. These positions require an MBA or significant Graphic Designers... relevant experience and 10+ years' experience in brand management, pro- are you out there? motions, or advertising management (ideally all three). International work experience and/or fluency in a foreign language is highly desirable. We are! And we're located in a beautiful Northern Rockies ski resort community on the shores of a world -class mountain lake. We invite interested and qualified candidates to mail or e-mail their resume to: Visa International, Human Resources, Dept. AB/10/27/ADW, P.O. Box From layouts to pre -press, our designers produce four successful 8999, San Francisco, CA 94128. E-mail: [email protected]. EOE. 4/color catalog titles, featuring high quality fashion and gift products as well as a multitude of corporate and retail collateral material. See us on the World Wide Web at: http://www.visa.com Photo direction experience and good typography sense needed. At Coldwater Creek, design quality always comes first, and our steady growth provides a fast pace and ample opportunity. Excellent compensation package including paid relocation for the successful applicant. Send your resume and 4 photocopies of your best work to: Coldwater Creek, Human Resources, Attn: Karen Clark 3 Coldwater Creek Drive, Sandpoint, Idaho 83864

STUDIO MANAGER INTERACTIVE Hot NYC Interactive agency seeks a Coldwater Creek Studio Manager to manage artists; PRODUCER controlwork flow;maintain Mac network;estimate man hoursfor LargeInteractiveAdvertising jobs; and develop process & stan- Agency. 2 yrs min exp producing dards.Requirementsinclude:ex- Photo Syndicator/ pertise PHOTO REP withMacsoftware & largeinteractivewebprojects. Sales Agent systems;provenscheduling & Progressive digital photo and imag- estimatingability;hands on Mac Strong tech knowledge & commu- Work for busy Hollywood Entertain- ing studio seeking dynamic and in- ability;in-depth INTERNET experi- nicationskillsrequired.Manage ment photo studio. In-house sales novative representative to sell high - ence;7-10yearsexperiencein to Domestic, International mkts. end imaging and photography to studio. budgets, resources & project teams. Editorial exp. a plus! Fax resume advertising agencies. Sales and/or to: 213-937-1966 photography Fax resume & Fax resume & salary reps to: backgrounduseful. salary requirements to: or email to: [email protected]. Please fax resume to: 212-929-1213 Attn: IP @ 212-655-4711 Attn: Studio @ 212-655-4711 EOE EOE Classified Advertising Call M. Morris at 1-800-7-ADWEEK CLASSIFIED ADVERTISING/October 27, 1997 Page C11

HELP WANTED VP PRODUCTION "...better than anY place rye Worked..." For hot NYC Interactive Ad Agency. Responsibilities: Manage work flow We're a growing direct marketing agency with top clients, a first-rate staff and great esprit de corps. amongprogramming,creative, Job satisfaction runs high and openings like these don't come along every day. If you're a standout studio & production. Assign man- DM professional who wants to do great work for an agency on the move, what are you waiting for? power to meet executional needs. Maintain schedule on every project Account Exec's: 1-2+ years DR agency experience. Detail-oriented/self-starters w/excellent project in production.Sourcefreelance management/communication skills. and full time employees. Evaluate PC and Mac work flow & make on- Assistant Account Exec's: 1+ years direct marketing experience in account management or traffic. going improvements. Interact with VP creative, Account & Production Organized/detail-oriented with solid computer and communication skills. tostreamlinedaily & long term work flow. Quality Assurance within Jr. Art Directors: Conceptual self-starters with an excellent sense of design/ programming & studiodepart- type and a solid understanding of direct mail. Must be Mac proficient and ments. Requirements: Internet/New have knowledge of production. Minimum 1+ years DR agency experience. Media expertise. Must already have great experience in the execution of Traffic Manager: 1+ years direct marketing or agency experience. COMMUNICATIONS PLUS, INC. programming & designelements Detail-oriented/self-starter w/excellent organization/communication skills. 102 MADISON AVENI.E, NEW YORK. NEW YORE /0016 for the Web, Programming experi- ence:Knowledgeoflanguages, Fax resume with salary requirements to Human Resources at 212-686-9687 (No calls please) EOE technologies & processes for web development. PC & MAC work sta- tionandnetworkexperience. Graphic design experience. INTERNET SALES Fax resume & salary reqs to: GH-J MANAGERS Attn: Operations Manager, One of the top 20 sites on the net is @ 212-655-4711 lookingfor seasoned sales man- EOE Corporate agers to supervise big/small agency accounts in our New York and San Francisco offices. Communication* New York -Eastern Sales Man- ager. Based in New York, responsi- ACCOUNT G+J USA Publishing produces magazines for every stage of a woman's ble for all East Coast accounts. Will life.With a total U.S. circulation of over 15 million, our publications supervise a staff of three. Must have SUPERVISOR include McCall's, Family Circle, Parents, Child, Fitness, YM and American great reputation and contacts. Fast paced D.C. ad agency seeks HomeStyle and Gardening. To ensure our continued success, we seek the following individual. San Francisco - Western Account experiencedaccountprofessional Working with the Director of Corporate Communications, you will man- Manager. Based in San Francisco, to supervisebread-and-butter responsible for all Los Angeles and agency accounts. A minimum of 5 age day-to-day internal employee communications, publish the internal newsletter and develop new programs to inform and motivate employees. Southwest accounts. Must have a yearsprioragencyexperience, minimum of one year advertising Additionally, you will develop and pitch trade -journal stories about G+J supervisory, oral and written com- achievements. sales experience. municationsexperienceamust. Please email resume to: Strong organizational management To qualify, you must have professional experience in internal communica- tions, an understanding of the publishing industry and knowledge of [email protected] or send skillsrequiredto jugglemultiple media relations. Computer proficiency is essential. Strong writing, oral, resume to Tripod, Affn: HR, clients. Must have working knowl- interpersonal and creative skills are crucial. 160 Water St., Williamstown, edgeofaccounting,consumer We offer attractive salaries and a superior benefits package. For consider- MA 01267. Fax: 413-458-0213 media, print and broadcast produc- ation, please send/Fax: (212) 499-2216 your resume, which must include tion and a committed work ethic. salary history, to: HR Dept, MM -MCC, G+) USA Publishing, 375 Clientautomotiveexperience a Lexington Avenue, New York, NY 10017-5514. (No phone calls, please. plus. We will only contact those candidates selected for an interview.) EOE M/F. Please respond by fax to: Advertising Sales Account Supervisor Desktop Publisher's Journal, a Business Media Group publica- (202) 789-2596 USA Publishing A GRUNER JAHR COMPANY tion, is seeking an aggressive, dynamic Senior Advertising AbramsonEhrlichManes Sales Representative to manage 1275 K Street, N.W. our New England territory. Media Washington, D.C. 20005 sales experience required. Knowledge of the high-tech, No phone calls please. MARKET RESEARCH MANAGER graphic arts, and/or electronic publishing industries a plus. The New York Times seeks a Market Research Manager to direct syn- We offer a competitive salary and dicated research activities and develop and implement custom research comprehensive benefits package SALES studies. The ideal candidate will possess an in depth knowledge of syn- including Medical/Dental/Life, WEIDER Publications, Inc. is dicated print media studies, strong project management and analytical 401(k), and health club member- lookingforauniqueadvertising skills. At least 3 years experience in marketing research at a media com- ship. Please forward resume to: salesperson to grow, develop, and pany or advertising agency is required. A college degree and excellent Business Media Group, Human maintainthecurrentadvertising communication and presentation skills are also essential requiremnts for Resources, 462 Boston Street, business in Muscle & Fitness and this position. If interested. submit resume, including salary history, to: Topsfield, MA 01983-1232; FLEX magazines for the South East Fax: (508) 887-9245. We are an Territory. A knowledge and partici- pation in the Fitness and Nutrition Equal Opportunity Employer. fields is a plus. Please fax your re- Er -be New 11 0 rk sume to the attention of 229 West 43rd Street, New York, NY 10036 Business Ma Robert L. Washburn, Jr. Human Resources, 7th fl., Dept. MH Group, LLC at (818) 716-5626 E0E/MFFIV * ** USE ADWEEK MAGAZINE TO GET NATIONAL EXPOSURE * * * Page C12 CLASSIFIED ADVERTISING/October 27, 1997

HELP WANTED

DIRECTOR OF ACCOUNT PLANNING ACCOUNT PLANNERS WANTED Strategicallydriven,creative -award -winning ad agencies seek experienced (INTERACTIVE) account planners toprovide consumer and brandinspiration throughout advertising development. Categories include beer, hi -tech, telecom, financial, in- THINK New Ideas, Inc. (NASDAQ - THNK) The Marketing teractive, cars. Oppts in NY, SF, LA & other locations across US; 3-10 yrs. exp; Communcations Company for the Information Age seeks a $50-160K. Director of Account Planning for it's headquarters in Manhattan. ADA ALPERT Qualified candidates will have io years experience in traditional ALPERT EXECUTIVE SEARCH, INC. account planning, experience at a recognized leader in advertising, 212-297-9009 FAX 212-297-0818 direct marketing experience plus 1. year of experience in the E-mail: [email protected] interactive world. Must have strong research expertise.

THINK provides a range of traditional and interactive advertising 4 and marketing services to Fortune 500 companies across a broad DIRECT RESPONSE WRITERS: spectrum of categories. Clients include: AVON, Bloomingdales, Chrysler, IBM, Logitech, Oracle, Pioneer, and Coca Cola. PLEASE RESPOND YESTERDAY. Rapidly growing national direct response agency needs writers yesterday. Must combine direct response experience with strong conceptual abilities and no - Fax resume to (212) 629-685o 114,19 Think New Ideas schlock attitude. Financial/brokerage experience a major plus. Send resume, Attn: Donna Nadler 10 45 West 36th Street salary requirements and samples (no phone calls, please) to: Or e-mail: [email protected] .4e 12th Floor No phone calls, please. THINK- New York, NY 10018 Polly Burkert W.B. Doner & Company 400 E. Pratt Street, Baltimore, MD 21202 ADVERTISING Faculty Opening VP/Consulting ART DIRECTOR/DESIGNER University of Colorado seeks SALES Industry leading event marketing com- US: North Central NJ 4A's full experienced art director or Entry Level pany is looking for an experienced and service ad agency. Ag- copywriter for tenure track well-rounded event marketing pro- gressive. Entrepreneurial. We are a leadingnational position. Will teach such courses fessional with a proven track record in: Growing.Greatatmo- magazine advertising company, and as creative concepts, advanced have immediateopeningsfor leading a team of senior professionals; sphere. Strongcreative. advertising sales reps (entry level) print concepts, portfolio and art strategic and creative consulting; cultiva- Good benefits. direction. M.A., M.F.A., or Ph.D. tion of client relationships, and new busi- in Manhattan & Long Island with %Oil: Do itall. Ads. Direct Mail. careergrowthpotential.Join a desired. We are committed ness development. Must have excellent talented and creative sales team sell- written and oral communication skills, Collateral. Sales promotion. to diversity and equality in From design through pro- inggeographiceditionsofwell education and employment. and possess a thorough understanding known and powerful national maga- of event marketing as well as all facets duction. Quark. Photoshop. zinesthathavebeencreatively Appointment begins August 1998. Illustrator.Takethein- Application review begins of the marketing industry. 10+ yrs rele- packagedforlocalandregional vant experience required, with a mini- itiative.5-7years'experi- December 10. advertising. mum of 5 years client or agency -event ence. Senseofhumor. Send resume, letter, and Great book. High taste We are looking for a candidate who marketing experience. This positionis level. Chance to shine. isassertive, personable, articulate, five non -returnable samples basedwithin commuting distanceof goal -oriented, flexible, possesses ex- (photocopies acceptable) to: cellent oral & written communication NYC. Salary is commensurate with ex- SEND: Resume with salary history skills.Minimum 1-2 years media/ Brett Robbs, perience. Send resume and salary re- to S. Chamberlin, Lined & quirementsto ADWEEK Classified -- sales related experience, good tele- School of Journalism Harrison, 306 Main Street, phoneskills,college degree and Box SE00660, 1515 Broadway, 12th fl., Milburn,NJ07041. No valid driver's license required. and Mass Communication, NY, NY 10036. eoe. phone calls. Campus Box 287 We offer a competitive salary plus commission andcomprehensive University of Colorado, benefits. Please fax or send your re- Boulder, CO 80309. sume with salary history & require- ments to: (Please, no calls): CTO ACCOUNT MANAGER Hot NYC Interactive agency seeks Hot NYC Interactive Agency needs Media Networks, Inc. more superstars for growing team. Attention: AO -Human Resources a CTOtodirectprogramming 1733A North Ocean Avenue SENIOR AE - DIRECT dept.; develop tech specs for client Motivated self-starter with minimum projects;effectivelypresenttech Medford, NY 11763 Relationshipmarketingagency 2 yrs ad agency exp, ability to jug- Fax: (516) 654-9072 located in Denver looking for Senior solutionstoclientsandinternal gle multipleprojects, manage teams; plan technical direction of Principals Only AE. Must have minimum of 4 years clients,develop& growaccts, in thecompany. Equal Opportunity Employer-MIF/D/V experience account workina Requirements in- coordinate strategy & goals. Exp w/ direct agency, savvy in DM produc- clude:internettechnology EX- the Internet, excellent organizational tion and database. Retail or banking PERTISE; in-depth knowledge in all experience a plus. Looking for take areas of programming, platforms & & communication skills required. charge, polishedindividual who Fax resume, cover letter wants to play a part in the growth of web; ability to integrate technology ATTN: FREELANCERS this upwardly mobile, highly creative and marketing strategies; and pro- & salary history to: ADWEEK can offer you the exposure agency. Please fax resume to: grammingmanpowerallocation Attn: AM @ 212-655-4711 youneed in ourServices & Heinrich and estimating. EOE Resources section. If you need to Dept. Al Fax resume & get your service out to the people (303) 233-4564 salary requirements to: who matter, you need to advertise or email Attn: CTO @ 212-655-4711 Classified Advertising now. Call for info 1-800-7-ADWEEK. [email protected] EOE 1-800-7-ADWEEK

ATTN: ADWEEK CLASSIFIED ADVERTISERS: ADWEEK Classified closes on Wednesdays at 4:30 p.m. USE ADWEEK MAGAZINES All copy and artwork must be in no later than WEDNESDAY. Copy received after Wednesday will be held and run in the next available issue. TO GET NATIONAL EXPOSURE. We appreciate your cooperation. WEEK DIRECTORIES'98 Editions Available Now Are you using up-to-date data? The new 1998 editions of Adweek's Agency Directory (publishes August), Major Media Directory (publishes October) and Client/Brand Directory (pub- lishes November) are coming off the press. Containing over 20,000 Advertising, Marketing and Media Companies and more than 90,000 personnel. if you've been using that "other reference," you'll be pleasantly surprised by how much more user- friendly we are. Listings are arranged so you can find all the data you need the first time. You can search by brand, by agency, by company name. And there are indexes to help you search by geo- graphical location, by category, by type of business or type of media. Backed by the resources of ADWEEK, BRANDWEEK and MEDIAWEEK. Also, if you're a client looking for someone to build a Web site, an agency with a multi -media need, or a developer in search of digital alliances, you'll find all the answers you need in ADWEEK's Directory of Interactive Marketing. Listing over 3,000 interactive companies, this invaluable reference can save you hours of research.

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CALENDAR

Women in Cable Et Telecom- Media Notes munications'PastPresi- Edited by Anne Torpey-Kemph dents' Luncheon willbe NEWS OF THE MARKET held today at the Sheraton Washington Hotel in Wash- ington, D.C. The featured ABC Gears Up for Sweeps 1.2 million cable homes in five monthly has raised its guaran- speakerwill beLauren ABCs schedule for the Novem- markets: Hartford, Conn.; teed circulation. "Pete" Belvin, senior counsel ber sweeps (Oct. 30 -Nov. 26) will Baton Rouge, La.; Tampa, Fla.; for the Senate Subcommit- feature Oprah Winfrey Presents: San Diego; and Anchorage, Internet Ventures Stock Offer Internet Ventures Inc., anInter- teeon Communications. Before Women Had Wings, Alaska. The program, which is Contact Mary Daviau at 312- Rodgers and Hammerstein's Cin- essentially a long infomercial netservice provider that uses cable systems, last week began 634-4230. derella and Medusa's Child, along about a variety of publications, with other original made -for -tele- including Architectural Digest, issuing 454,545 shares of its The Museum of Radio Er vision movies, major theatrical Details, Entertainment Weekly, common stock at $11 per share, Television will present the films and a variety of specials. Motor Trend, Computing Direct totaling $5 million in value. IVI's Third Annual Radio Festival Rodgers and Hammerstein's Cin- Shopper; Mountain Biker; Bass - service, peRKlnet, launched Oct. 27 -Nov. 7 at the Muse- derella(Nov. 2),presented under master and PO.V, is designed to earlier this year in Ventura, um's New York site. Open- The Wonderful World of Disney drive awareness, subscriptions, Calif. The company's initial ing -night reception is tonight banner, is a new musical version renewals and newsstand sales. stock offering was filed in July. from 6 to 8 p.m. Contact: featuring Whitney Houston, 212-621-6600. Brandy, Whoopi Goldberg, Jason Alexander and Bernadette The John A. Reisenbach Peters. The Oprah special (also Foundation Gala willbe Nov. 2) will feature Ellen Barkin held Oct. 28 at the Sony Lin- and Tina Majorino. The two-part coln Square-Loews Theatre miniseries thriller, Medusa's in New York. The fund-rais- Child (Nov. 16 and 20), is based er event includes a preview on the novel by John J. Nance of Warner Bros.' upcoming about terror in the skies above film MadCity.Contact: 212- Washington, D.C., and stars Gail 935-1840. O'Grady, Christopher Noth, Vin- cent Spano and Martin Sheen. The Advertising Club of New Other ABC original movies will York and the Magazine Pub- include Into Thin Air: Death on lishers of America will host Everest(Nov. 9),starring Peter New York Magazine Day Horton, Nathaniel Parker and Oct. 30 at the Grand Hyatt Christopher McDonald; Oliver The No. 1 pay network is breaking a new look. Hotel in Manhattan. Keynote Twist (Nov. 16), featuring speaker will be Jeff Green- Richard Dreyfuss, Elijah Wood On -Air HBOverhaul field, analyst for ABC News. and newcomer Alex Trench; and Contact: 212-533-8080. Dead by Midnight(Nov.23), star- For the first time in its 25 -year history, Time Warner's ring Timothy Hutton. HBO is redesigning its on -air look. The pay-cable net- The IRTS Foundation News- work on Nov. 1 will begin to run eight different image maker Luncheon on Nov. 12 Court TV Winks at Viewers spots that play up the HBO logo in a variety of settings. at the Waldorf-Astoria Hotel Court TV has announced a mul- In one spot, the logo as part of a coral reef swims away in New York will present tiyear deal with Wink Commu- when a hungry fish starts biting at it. The trademark Michael Bloomberg, presi- nications to have its network HBO theme music has been reorchestrated for more of dent/CEO of Bloomberg L.P., lineup enhanced with interactive a cinematic punch. as featured speaker. Con- elements. Wink's technology 'Esquire' Sponsors Jazz Tour tact: 212-867-6650. allows TV viewers who have The show will use cover shots, Wink installed on their cable other images and articles from learst's Esquire, Blue Note Records and Chrysler Corp. are The California Cable Televi- systems to gather background upcoming issues. making music together, collabo- sion Association presents information on trials and cases. The Western Show Dec. 9- 'Seventeen' to Up Rate Base rating on a series of jazz con- certs. Two New York shows will 12 at the Anaheim Conven- 'Access' Pushes Mags on Cable K -Ill'sSeventeen said it will be presented tomorrow at the tion Center, Anaheim, Calif. Access Magazine, a program increase its rate base from 2.2 to Iridium Jazz Club. The first Contact: 510-428-2225. from Access Television Net- 2.3 million in January. This is work, launched last week into the third consecutive year the show took place in Chicago a PAGE 46 http://www.mediaweek.com October 27, 1997 MEDIAWEEK

Media Notes Sinbad Feels CON1 1 N II 10 The 'Vibe' In a move to boost the sag- ging fortunes of Columbia few weeks ago. The magazine care and passion as musicologists TriStar'ssyndicated late - says the brief tour, featuring study Mozart and Ellington," night freshman talk show, Jackie Terrason, Leon Parker said David Rubin, dean of the Vibe,actor and standup and Ugonna Okegwo, is an out- Newhouse School. comedian Sinbad will tonight growth of the 1995 "Esquire take over as host from the Jazz Collection," a four -disc CBS HQ Declared a Landmark ColTriStar's new hope departing Chris Spencer. Sin- anthology of classic jazz. Last Tuesday, Oct. 21, was a for a better late night bad, who most recently ap- Esquire first sponsored a jazz good day at Black Rock. CBS' peared in summer specials tour in the 1940s. famous headquarters was forHBO, saidhe has been declared a landmark site by the talking toVibeexecutive producer Quincy Jones since Ratings Council Changes Name New York City Landmarks 1987 about hosting a talk show. Garnett Losak,vp and The Electronic Media Ratings Preservation Commission. The director of programming for the New York-basedrep firm Council last week announced a CBS Building, located at 51 Blair Television, called Sinbad a "bona fide comedy talent new name: the Media Rating West 52 St. in Manhattan, is who should giveVibea legitimate shot at improving its Council. The New York-based one of the premier post-World ratings with the young, urban demos." AlthoughVibe,like research organization's mission War II-era skyscrapers and one itslate -night freshman competitor TheKeenen Ivory remains the same, but the name of the country's great works of WayansShow (from Buena Vista Television), got off to a change reflects the continued modern architecture. Black reasonably strong start in its debut week of Aug. 4-10, it expansion into multi -media Rock was designed by architect has sunk to a 1.6 rating average thisseason nationally measurement. Eero Saarinen and built from (NSS, Sept. 2 -Oct. 5). 1961 to 1964. CBS moved in ABC Stations Up Hankinson in 1965. ming. Victoria Quoss, formerly president of the BKN Kids Thomas E. Hankinson has been senior vp of network distribu- Network, which is a consolida- promoted to director/advanced Syndie Rollout Rates tion, is moving over to Fox tion of the company's four U.S. television technology for ABC The off -network syndication Sports to serve as senior vp of entertainment operations Owned Television Stations. rollout of The X -Files on the program planning and affiliate (advertiser sales, affiliate sales, Hankinson, who now reports to weekend of Oct. 18-19 scored relations. Quoss will work with licensing and merchan-dising, Robert 0. Niles, vp/director of the highest ratings of any new Larry Jones, executive vp of and production). At Bohbot's engineering, ABC Inc., joined weekly show this season. Dis- business operations for Fox core media placement division, Capital Cities/ABC in 1991 as tributed by Twentieth Televi- Sports, in program acquisitions Quantum Media International, assistant director/ engineering, sion, X -Files posted a 5.3 rat- and negotiations for both Fox Bruce Kravetz, executive vp of Capital Cities/ABC Owned ing/10 share in Nielsen Media Sports and the regional Fox Quantum since last spring, has Television Stations. Last year, he Research's 38 metered mar- Sports Net cable channels. been named president. And was promoted to director/techni- kets. The Chris Carter-pro- Ronald Garfield becomes senior cal planning. Nadia Nardonnet, an executive duced drama held even in share vp of network distribution, with vp/general manager of Bohbot compared to October 1996 responsibility for overseeing International since its forma- Newhouse Sthool Centers on TV (5.0/10) and lead-in (5.1/10) national affiliate relations. tion in July 1994, has been Syracuse University's S.I. New- programming. Pending the Garfield, who previously ran tapped as president of the new- house School for Public Commu- release of complete national affiliate relations on the East ly formed BKN International nications has established the ratings, station and syndication Coast, will relocate immediately division. Center for the Study of Popular executives said that X -Files' from Fox's New York offices to Television, an institution numbers have a good chance Los Angeles. Keeton Memorial Planned designed to preserve on video- to exceed Twentieth's off -net A memorial service for Kathy tape the memories of the bow of NYPD Blue, which post- Bohbot Promotes Execs Keeton Guccione will be held founders and shapers of popular ed a season -high for weeklies Bohbot Entertainment & Media Wednesday, Nov. 5, at 3 p.m. at television through an oral -history at a 5.8 rating nationally (NSS, has announced several promo- The Church of St. Vincent Fer- archive. The center, established Oct. 4-5). tions as part of a consolidation rer, E. 66th St. and Lexington with grants and gifts of more of its kids programming opera- Ave. in New York. Keeton Guc- than $430,000, aims to be a clear- Quoss, Garfield Move at Fox tions. George Barrata, most cione, former president and inghouse for research, teaching Fox Broadcasting has made two recently executive vp/general chief operating officer of Pent- and scholarship. "This Center major executive shifts to firm up manager of the New York- house publisher General Media will study television entertain- its station distribution of sports based company's advertising International, died last month of ment programs with the same and entertainment program- sales division, has been named complications from surgery. The Editors of MEDIAWEEK are celebrating twelve years of Media DEADLINE FRIDAY, All -Star winners - the best people OCTOBER 31 in our business.Take a look at last year's winners below, and you'll get the idea. We invite you to CATEGORIES: nominate a media professional for the 1997 awards. Media Director Planning You can champion your peers. Research To qualify you must be a working National media professional or media sales Television rep or research supplier doing or Cable business with agencies and buying services. (Nominations are Magazines limited to two per person) Spot Television

Only ballots with complete Radio information can be considered. Newspaper You must include a brief comment about your choice on Out -of -Home this ballot or return on an extra New Media sheet of paper if necessary.

Category: 4111111.1111 Nominate: LAST YEAR'S WINNERS Title:

Donna Marie Baum Lisa Denzer Agency: Fallon McElligott Leo Burnett Address: 1996 Out -of -Home 1996 Magazines Phone: Jamie Sterling John Nardone Comments: Squier-Knapp-Ochs Modem Media 1996 Spot Television 1996 New Media Category: Kathleen Olvany Riordan John McSherry Nominate: Kraft Foods BJK&E Media Group 1996 President's Award / Planning 1996 Research Ti _le: Agency: Daniel Rank Jack P Cohen DDB Needham DDB Needham Address: 1996 National Television 1996 Newspapers Phone:

Shari Levine Beth Gordon Comments: GSD&M The Media Edge 1996 Radio 1996 Media Director of the Year Your Name: Title: Company: Presented by Address: State: Zip: MEDINIEBI City: Please mail your completed ballots to: Reception Sponsor Luncheon Sponsor Alexandra Scott -Hansen, Manager of Special Events MEDIAWEEK 515 Broadway, 12th Floor, New York, New York 10036 or Fax ballots to Alexandra's attention at (212) 536-5353 Register your nomination Online at www.mediaweek.com For further information, please call(212) 536-6588 Mail, fax, or e-mail your nomination today. PAGE 48 http://www.mediaweek.com October 27, 1997 MEDIAWEEK

BIG DEAL

FEBREZE Real Money Advertiser: Procter 8 Gamble Agency: Grey Advertising, N.Y. ADVERTISING ACTIVITY IN THE MEDIA MARKETPLACE Begins: Summer 1998 Budget: $65 million Media: TV, print KELLOGG CEREALS/ POTATO AIR CRISPS MICROSOFT CD-ROMS Advertiser: Nabisco procter & Gamble is readying a Advertiser: Microsoft Agency: McCann-Erickson, $65 million launch budget next and Kellogg N.Y. year for Febreze, a fabric refresh- Agency:LeoBurnett, Begins: January er that will create a brand new category. Chicago Budget: S10 million (est.) According to a source familiar with Begins:Now Media: TV P&G's plans, the company will launch Budget: $20 million Nabisco continues to build its the product nationwide in May or June, (est.) burgeoning Air Crisps brand with ads, via Grey, N.Y., hitting in mid- Media:TV, radio with the launch Nov. 9 of summer. With an eye toward Potato Air Crisps, expected Febreze, which has been in test in putting a byte in break- to bring the snack crackers Phoenix and Salt Lake City since May fast, Microsoft and into competition more 1996, is billed as an odor "neutralizer," Kellogg are partnering directly with Frito-Lay and because its fine mist contains a mole- for a holiday promotion other potato chip marketers. cule that attaches to the odor molecule, that links 16 of Kel- Pairing cereal The launch campaign for effectively erasing the smell. logg's top ready -to -eat and software Potato Air Crips, the first of the line not to "Odors don't come back," said a cereals with at least as piggyback an existing Nabisco brand, begins P&G sales representative. "That's the many similarly targeted Microsoft CD- in January with TV and likely a college bas- difference between this and perfumed ROM titles. ketball-themed promotion. Looking to lure cover-up." The promotion, which offers on -pack away Frito-Lay's young adult consumer, Procter will likely market Febreze rebates and purchase with purchase offers, Nabisco will continue Air Crisps' irreverant mainly as an antidote to tobacco- will be touted via TV ads that break this TV campaign, with a new spot that breaks smelling clothes and furniture, a strate- week, as well as FSIs and in-store efforts. Jan. 5 during prime -time and syndicated net- gy that should play well with bar -hop- Though offering CD-ROMs specifically work programming. ping 20 -somethings, as well as smokers as a value -add for consumers is new for Kel- Part of the spend against Potato Air looking to mask their activities. logg's in the U.S., the marketer last year tied Crisps, the biggest single push yet for Air One source said a 3.4 -oz. Febreze in successfully with Nintendo and Crisps, will go toward a large-scale promo- will be marketed heavily in the c -store Microsoft's Windows software to offer con- tional push in January likely to ramp up to channel, because so many smokers buy sumers holiday savings. For its part, Nabisco's NCAA March Madness promo- cigarettes there. Microsoft has increasingly looked to pack- tion, which will also support its Oreo At the same time, P&G must walk a aged goods marketers to help generate incre- brand. -Stephanie Thompson fine line so as not to promote the new mental sales for its CD-ROMs in supermar- product as a replacement to washing, a kets and other retail outlets where it has not POISE strategy that might cut into detergent previously been sold. Last holiday season Advertiser: Kimberly-Clark sales for the No. 1 soap company in the Microsoft partnered with Dole, Kraft and Agency:Campbell Methune Esty, world. Pepsi, and most recently has begun a promo- Minneapolis According to one official, P&G's test tion with Campbell Soup featuring its My Begins: Nov. 3 market effort got off to a rocky start, in Personal Tutor kids skills product on 60 mil- Budget:$10 million (est.) part because ads failed to communicate lion packages of various Campbell's SKUs as Media: TV, print the relevance of fabric refreshers. But part of the 25th Anniversary of Campbell's Kimberly-Clark, consolidating its hold on P&G sat down with Grey and came up annual Labels for Education program. the adult diaper category, will launch a new with a new execution. "We showed con- Kellogg has developed a series of 10- and campaign for its Poise brand that veers away sumers how this product would be help- 15 -second tags as well as two 30 -second TV from user testimonials to slice -of -life scenes ful," he said. ads, touting the offers with the tagline, "Feed designed to convey the impact Poise has on P&G will not be alone-or even your mind while you feed your body," and fea- family and friends. first-in the fabric refresher category. turing classic cereal icons such as Tony the Spots break Nov. 3, with print ads run- CNS, maker of Breathe Right nasal Tiger and Dig 'Em scanning the various titles ning in December books. The TV campaign strips, plans to put at least $4 million on the computer. Microsoft will run on -air will go dark during the holiday ad season next year behind the launch of Banish, radio contests in medium-sized and large and resume in January. FSIs will appear described as a "personal smoke deodor- markets across the country that will offer win- Nov. 9 and Jan. 4. izer." -Sean Mehegan ners software and cereals throughout Novem- Once the current flight of ads is done, K -C ber and December. -Stephanie Thompson will use additional executions featuring the MEDIAWEEK October 27, 1997 http://www.mediaweek.com PAGE 49

CMR TOP 50

A Weel.ly Ranking of the Top 50 Brands' Advertising in Network Prime Time

Week of Oct. 6-12, 1997

Rank Brand Class Spots 71 1 MCDONALD'S V234 slice -of -life creative theme. 2 BURGER KING V234 53 "We're now focusing on family members 3 VISA-PLATINUM CREDIT CARD B150 35 talking about how important [the user] is to WENDY'S V234 35 them," said Mike Cunningham, product man- 5 FORD TRUCKS --EXPLORER T117 22 ager on Poise. "If you look at women in our HOME DEPOT V345 22 category, they're at the stage in life when fam- 7 DOMINO'S PIZZA V234 20 ily members are most important. Focusing on RADIO SHACK V341 20 that is powerful." 9 MAZDA AUTOS Er TRUCKS T115 19 In the year ended Sept. 28, Kimberly- NEW LINE --MOST WANTED MOVIE V233 19 Clark dominated the $480 million adult 11 OLIVE GARDEN V234 18 incontinence category with sales of $250 RED LOBSTER V234 18 million, according to Information Resources 13 SPRINT LONG DISTANCE --RESIDENTIAL B142 17 Inc. The company's flagship Depend prod- 14 KFC V234 16 uct had $173.2 million in sales, while Poise MGM/UA --GANG RELATED MOVIE V233 16 registered $76.8 million. Private label had 16 DURACELL--ALKALINE BATTERIES H220 15 $131 million in sales, followed by Johnson & 17 IBM --BUSINESS SERVICES B314 14 Johnson and its Serenity brand, which regis- 18 BUENA VISTA--PLAYING GOD MOVIE V233 13 tered $62.8 million in sales. Procter & Gam- CHRYSLER CORP-VARIOUS AUTOS Er TRUCKS T114 13 ble, which markets Attends, will be discon- GENERAL MILLS+CINNAMON GRAHAMS CRL F122 13 tinuing several pad products this fall, instead TOYOTA AUTOS --COROLLA T112 13 focusing on briefs and undergarments 22 AETNA LIFE Er CASUALTY --RETIREMENT B220 12 designed for older consumers. The company GLADE --CANDLE SCENTS H243 12 spent $4 million on Poise through the first MILLER LITE--BEER F310 12 half of 1997, per Competitive Media NIKE --MEN'S SNEAKERS A131 12 Reporting. -Sean Mehegan SNACKWELL'S-COOKIES F163 12 TYLENOL--EXTRA-STRENGTH GELTAB D211 12 COUPLES RESORT WARNER BROS.--DEVIL'S ADVOCATE MOVIE V233 12 Advertiser: Couples 29 1 -800 -COLLECT B142 11 Agency:Adverba, Miami ADVIL--PAIN RELIEVER TABLETS D211 11 Begins: January AMERICAN DAIRY ASS'N--MILK F131 11 Budget: $1 million BUENA VISTA --ROCKET MAN MOVIE V233 11 Media:Print EVEREADY--ENERGIZER BATTERIES H220 11 Couples resort will make a rare foray into FANNIE MAE FOUNDATION B189 11 mainstream media, launching a $1 million FORD TRUCKS --RANGER T117 11 image campaign early next year as it looks HONDA AUTOS --ACCORD T112 11 to revive its brand in an increasingly crowd- HYUNDAI AUTOS T112 11 ed all-inclusive package resort vacation MCI LONG DISTANCE --RESIDENTIAL B142 11 category. PRIMESTAR--SATELLITE SYSTEM H320 11 The print campaign, which will run in SEARS --AUTOMOTIVE V321 11 Bride, New Woman, Self, Travel and Leisure TACO BELL V234 11 and The New York Times, uses inanimate 42 AMERICAN EXPRESS --CREDIT CARD B150 10 objects, rather than people, to sell Couples as FLORIDA CITRUS ORANGE JUICE F172 10 the couples resort of choice. Tagline: "Cou- LEVER 2000 --DEODORANT SOAP D122 10 ples. It takes two." The 20 -year -old resort, MOTRIN IB PAIN RELIEVER TABLETS D211 10 which offers one -price all -amenities -included PAYLESS SHOE SOURCE --FAMILY V313 10 vacation packages, is trying to better engrain SEARS--MULTI-PDTS V321 10 its brand in a crowded market as it expands its SUBWAY V234 10 inventory, planning to open its second 49 AQUA FRESH --WHITENING TOOTHPASTE D121 9 Jamaican resort in next summer. BURLINGTON COAT FACTORY --FAMILY V311 9 The Couples account is the first "major"

client for Adverba, a split -off of a Frankfurt, Ranked ii order of total spots. Includes ABC, CBS, NBC, FOX, UPN and WB. Regional feeds are counted as whc e spots. Germany -based shop. -Shannon Stevens iourze :impetitive Media Reporting with Katy Eckmann PAGE 50 http://www.mediaweek.com October 27, 1997 MEDIAWEEK Media Person BY LEWIS GROSSBERGER

Ah, noblesse oblige. Having received permission to follow Christy Almighty Christy and her philtrum to classes at NYU, this insightful scribe misses nothing: "Christy CHRISTY TURLINGTON. LET MEDIA PERSON SAY IT takes notes in a neat rounded script," he dis- closes. "The fingers curled around the pen are again, this time with slightly increased hysteria: Christy like good legs: creamy, tapered, supple. Each Turlington. Okay, once more, now shouting it ends in a squared, shortish nail, buffed with to the rooftops: CHRISTY pale pink." Wow. This is fascinating. Media TURLINGTON!! Did you fully comprehend the ephemeralyet endur- Person has heard of leg men and breast men, but never before a finger man. But Raab isn't ing Christyturlingtonicity of that exquisite phrase?If not, Media Per- there just to slaver over Christy's appendages; son is prepared to keep it up, much as Esquire does in its current issue.he is there to gauge her soul. And so he informs us of her quest to be a writer some Because, frankly, MP feels Esquire did notgo far enough. Did not giveday and her fearless search for truth and knowledge, culminating in the choosing of a America's thinking man as much Christy Turlingtonas he requires. Not philosophy course even though "I heard it was by far. Three measly articles? Six photos, only four really hard." of them (counting Saving the best for last, Esquire closes the cover) full pagers? Merely 43,681 men- immutable, mutating image." And yet, "Shewith a searing journey tions of the name Christy Turlington? Thiswatches TV, like one of us." Powerful stuff Christy Turlington by its heavy hitter, Tom you call adequate coverage? This you call anand sometimes alarming, too: "Christy Junod, the writer who last month revealed the appropriate homage to the phenomenallyTurlington's emotions pour from her eyes." news that his mother thinks actor Kevin fabulous Turlington called Christy? For Quick! Somebody get some paper towels. Spacey is gay. There is no way Media Person shame, Esquire. Sometimes we are even privileged to hear can get across the full impact of this avant- Here we have a 28 -year -old model who is selected wisdom from the mouth of She Her- garde tone poem, in which Junod fuses with, not only pretty and can both walk and talk self. For instance: "Older guys have alwaysjoins, ultimately becomes Christy Turlington. but actually attends college, just like your been, like, yuck!" Or: "I like to watch movies"I am Christy Turlington," he roars. "I have nephew in Ohio, and this magazine which but I don't like that many I watch." So much something to say," and we are off and run- professes to represent ning on an anguished cri "ManatHisBest' thinks it can satisfy us de coeur direct from the There is no way MP can getacross the full impact ofJunod's poem, heart of Christy, except with a skimpy nine -page that it's labeled "a fic- package that does notin which he fuses with, joins, ultimately becomesChristyTurlington.tion" and written by begin to plumb the hid- Junod, so Media Person den depths of Christyanity and her signifi-for the cliché that models are shallow andis never quite sure who the hell is venting cance to Western culture. uninteresting. their coeur, he, she or both, but anyway, Well, at least it tried. At least it unleashed Next in Esquire's unspooling hagiography there it stands in all its impassioned glory, a three dauntless writers revved up to their full comes a piece by Scott Raab exploring themonument to something, though MP is not mystico-poetic metaphysical limits on thisspiritual dimension of Christy and her face. sure what. deeply meaningful subject. First, Adrienne "That face makes demands beyond the imag- "I am not who you think I am. I am not Miller meditates on the essential paradox ofination," he worships. "Each plane of it- unscathed. I dream at night of the slumping Christy: She is like us...and yet she is differ- even the philtrum, the rectangular cleft refugee hordes. They smell like a barn. They ent. Of course not everyone is capable ofabove her upper lip-perfectly formed and wear no makeup." grasping such a subtle equation, so Millerentirelysymmetrical,eachaseparate, That's what it says, people. Media Person repeats it frequently, tom-tomming out aswelling voice in a choir of pure praise."is not making this up. And that's only the staccato beat of short, declarative, sentencesMedia Person began wondering at this point beginning. There is also "The only worthy that tantalizingly hint at great import. if Raab was trying to tell us that Christy is music is the music of beasts" and "I am "Christy Turlington is mystery and smokeGod-now that would be a demand beyond Christy Turlington. I can make you eat off my and poetry," she tells us in one paragraph, the imagination-but no, thankfully, she is knees." And yet more. and in another: "Because she is immortal, merely blessed. "Christy Turlington, return- It is glorious. It is divine. It is loony beyond she is not one of us. She is a silent, deathless, ing the favor, believes in God," writes Raab. belief. Media Person falls silent in awe. ADVERTISEMENT Read. Not Everyone Can.

time, this effort should support advertising sales, encourage readership and help build That's why the Newspaper circulation. We believe this will remind both Association of America launched readers and media decision -makers what an energetic, powerful, and current medium a campaign to promoteliteracy. newspapers are. We want to remind our audience of the abilities and possibilities of Every day, millions of people find out what's going on in newspapers." John F. Sturm, NAA the world around them by reading their favorite newspaper. In addition, the campaign should also President and CEO But there are too many others who are denied this source of increase readership by educating the readers information because they can't read. of today and the next century. The benefits of this are two- That's where an organization called the Newspaper fold: An intelligent, aware consumer is essential to the Association of America comes in. NAA is the newspaper strength of the nation and a boon to the advertiser. Intelligent industry's largest trade organization, representing more than consumers want the kind of opinions, attitudes and in-depth 1,600 newspapers in the United States and Canada, accounting approach we've all learned to expect from newspapers. for approximately 87 percent of US daily circulation. The If the new NAA campaign is indeed able to promote literacy Association has launched the first advertising campaign in its and reinvigorate newspaper circulation and advertising rev- history. This public -service -style campaign targeted to adults enues, they will have achieved the objective of any concerned, 18-49, promotes newspapers as an essential learning tool. conscientious industry trade group. They will have created The campaign developed by Jerry & Ketchum features advertising that is as good for the consumer as it is for business. well known and well respected leaders in politics, media, III( \\ l'I)',II( 11111 \\ entertainment and sports. Former Presidents George Bush andiimmv. Carterand

Former First Lady Barbara . Bush and other celebrities including John Elway, H. Norman Schwarzkopf, LL Cool J and Tabitha Soren will make an eloquent, heartfelt appeal to parents and others to encourage reading with the - help of newspapers. In the words of John F

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