Vol. 6 No. 28 THE NEWS MAGAZINE OF THE MEDIA July 15, 1996 $2.95

MARKET INDICATORS Kids Standoff in D.C. National TV: Moving Fourth-quarter scatter is heatlng up and net- FCC deadlocked at 2-2 on new rules for educational television PAGE 2 worlks are getting CPM increases of 10-12 per- NEW MEDIA cent for inventory. Advertisers are looking to heavy up in new - A Bruising season premieres.

Browser War Net Cable: Slow Most major cable net- Microsoft's Internet works are wrapping Explorer takes dead upfront efforts, with some holding more aim at Netscape 0 inventory than original- PAGE 3 ly budgeted. Smalier networks are still trying MAGAZINES harder. A late flurry of L.-J movie dollars helps. Times Mirror Spot TV: Waiting Makeover Third quarter is well below bubbly expecta- 68 years later, tions. All markets are moving slowly; drain of `Home Mechanix' Olympics money to become Today's noticeable. Soft-dr nk summer spending yet Homeowner' to start. Movies holding PAGE 5 longer in theaters could give small boost. OUT -OF -HOME Radio: Robust The Great Independence Day and The Nutty Professor Outdoors help keep movie busi- ness afloat in major As mergers mount, cities. Fast food and apparel starting to the billboard biz come on strong in is becoming Houston and Denver. CBS and Fox are getting ready to launch network the new radio Magazines: Strong PAGE 6 breakfast programs next month. To rise, local news Fashion is hot. So' re cosmetics, most 4968829> shows will have to shinePAGE 5 notably fragrances.

0 PAGE 2 http://www.mediaweek.com July 15, 1996 MEDIAWEEK Laura K. Jones JUL 2 21996 The Trouble With FCC standoff on new rules for educational television puts broadcasters in holding pattern Deadlocked FOR CHILDREN'S TV broadcast deregulation by 25 years. "This is By Alicia Mundy and Mark Gimein the worst program dictatorship idea I've seen The cold war between Federal Commu- in years," Quello toldMediaweek. nications Commission chairman Reed In turn, the staffs of Hundt and commis- Hundt and veteran commissioner Jim sioner Susan Ness said Quello and commis- Quello became a pitched battle last sioner Rachelle Chong, who also opposes sev- week. Less than a month after agree- eral provisions in the draft rules, were simply ing in principle to stronger education- delaying a substantive response to the pro- al TV requirements, Quello rejected Hundt's posal. Hundt appeared to be in no mood to proposed rules for broadcasters to follow. A bar- compromise. At a press conference last Fri- rage of heated rhetoric between Quello and day, the commissioner accused Quello of try- Hundt followed, with the National Association ing to sabotage the rules, saying that changes of Broadcasters and various members of Con- Quello has asked for would not only weaken gress joining the fray. the rules but also doom them in court. "Jim FCC officials had hoped to have an agree- wants loopholes and he wants a poison pill," ment on children's TV hammered out before Hundt said. House Commerce Committee hearings on the Later on Friday, Quello responded that subject begin on July 18 and in time for an FCC the flexibility he wants will actually allay any Reed Hundtcame to power in '94 as a champion meeting and White House summit scheduled potential constitutional problems and make of kids TV. Anything less than three scheduled for July 25. Now the four FCC commissioners the rules more likely to be upheld. hours of "good for you" television doesn't cut it. will be going to the House split on the issue. The Under Quello's chairmanship in 1991, the 2-2 standoff almost guarantees a Capitol fracas, FCC did not heavily enforce the educational with politicians trying to extract advantage asTV requirements of the 1990 Children's TV set the stage for the clash between the two(see either champions of private enterprise or de- Act, according to an FCC official. But Hundt, page 15),which came to a head last week. fenders of children. who assumed power in 1994, said he wants to put Critics of the broadcast industry pounced on Quello argued that the FCC draft rules on teeth back into the FCC implementation of that Quello's objections. "It appears Quello wants to educational TV would set the clock back on law-in effect, undoing Quello's practice. That sabotage the Children's Television Act," said Katherine Montgomery, president of the Center for Media Education. Quello's call for flexibility number, you can put it on a level playing field," with the in the new rules-generally understood to mean A Ratings Toy Story NB's handy new tool, Butensky says. an alternative to three hours of educational chil- The fact that raw cable and broadcast ratings are dren's shows each week-was shrugged off by TVB gives buyers a math lesson often placed side by side and compared directly has long the draft's proponents. "They tried [implement- been a sore point for Butensky and other broadcast exec- ing the Children's Television Act] without a min- TELEVISION /By Scotty Dupree utives. The NB has made previous efforts to get across imum standard, and it failed miserably," said Who'd have thought that a major bone of con- its point that the numbers are not comparable, to little Rep. Ed Markey, ranking Democrat on the tention between cable and broadcast tele- avail. "I have no problem with cable," Butensky says. House Telecommunications subcommittee and vision could be reduced to a tchotchke? The "Cable is our ally; they bring money into the marketplace an author of the 1990 law. In May, Markey's let- Television Bureauof Advertising last week and they do a fine job of marketing themselves." ter urging the three-hour minimum was signed mailed out to thousands of media buyers, TV stations and Joe Ostrow, president of the Cabletelevision Adver- by 224 House members. journalists a slide rule designed to create apples -to -apples tising Bureau, says the NB's new device isn't neces- Two key issues emerged during the week's comparisons of cable and broadcast ratings sary. "If [the NB] thinks that the agency community- debate. The first is the specific time require- "The problem," says TVB president Ave Butensky, "is and the press for that matter-doesn't know the ments facing broadcasters. The FCC staff pro- the misuse of data in the press" and by buyers who either difference between a coverage rating and a total uni- posal would require broadcasters to program don't understand or appreciate the difference between a verse rating, they are insulting both communities," three hours of full-length educational shows per cable and a broadcast rating. "If someone gives you a Ostrow says. -with Michael Burgi July 15, 1996 MEDIAWEEK http://www.mediaweek.com PAGE 3

Target: Netscape Microsoft readying major offensive against leading Web browser NEW MEDIA / By Cathy Taylor Kids he Internet is bracing for its own Microsoft is also likely to help promote sites Independence Day-style invasion. that participate in supporting Internet Explor- Microsoft, which has slowly been in- er. "It's a unique kind of quid pro quo, even for creasing the visibility of its Internet the Web," admitted one media executive. Explorer Web browsing software to According to Jeff Mallett, senior vp/busi- challenge market leader Netscape, is ness operations at Yahoo, Microsoft is willing about to use its deep pockets to launch a major to help market sites based on their willingness AGAINST offensive to support Explorer and other Inter- to get behind Microsoft technology. "We have net -related products. A key element of its plan been and continue to be in discussions with is to get heavily -trafficked media sites to sup- Microsoft in regard to looking at their tech- port Internet Explorer using a portfolio of rev- nology across the board here at Yahoo," Mal- enue -generating and comarketing incentives. lett said. A recent six -week deal between Microsoft is also expected to announce a Yahoo and Microsoft may be a precursor of range of development partnerships this week, marketing ventures to come for other sites. via an event called "World Wide Live" onYahoo was promoted in broadcast advertising Tuesday. Microsoft representatives would notby Microsoft, getting a high level of mass comment. The media site effort will support media exposure. Still, Mallitt stressed that the release of Internet Explorer 3.0, an im-both the Internet Explorer and Netscape soft- proved version of the current software, slatedware will remain available on the Yahoo site, for an August release. (Netscape will proba- as long as consumers want both browsers. bly release its Navigator Netscape hasalso ) been meetingwith "They're trying to get major Websitesin Microsoft to be the pre- recent weeks, trying to ferred Web browser of ensure that it continues James Quello has spent two decades fighting some of the major sites," its dominance of the regulat on. Did he really change his mind on kids? said one media executive Web -browsing software 0 is he bobbing and weaving his way to victory? with knowledge of the market. Netscape now Microsoft's strategy. The has about 85 percent of company is said to have the market, with Inter- week,allowing only rare exceptions. Other pro- initiatedtalks with a net Explorer at around posals, including Quello's, would let stations number of high -profile seven percent. While replace much of the programming requirement Websites,including Net-scape obviously has with other types of community service. ESPNet SportsZone, a substantial lead and The other major issue is the methods used by searchengineYahoo, can match Microsoft's the FCC to judge which programs are deemed HotwiredandTimeWaron the Web: Microsoft takespitch in areas such as "educational." The staff proposes using inde- Warner's Pathfinder, toon Netscape in a browser battle development, it would pendent groups to evaluateplogiams, then tap- support Internet Explorer. probably be impossible ping theFCC for review. "At the end of the day, The new initiative will likely extend Micro- for Netscape to fully compete against the Commission will have to decide," said Jim soft's reputation for playing hardball, as theMicrosoft's media muscle. Indeed, accord- Casserly, legal advisor to commissioner Ness. company seems willing to do just about any-ing to one executive who has met with When Quello was chairman, the FCC generally thing to tip the balance in Internet Explorer'sNetscape, the company will mostly promote gave broad discretion to the broadcasters to rate favor. Media sources said last week that incen- Netscape 3.0 on the Web via the barter deals the educational content of their programming. tives being offered for helping promote Inter- that are common in the online world. "This was the classic case of letting the fox guard net Explorer run the gamut-from Microsoft Netscape officials would not comment about the henhouse," said an FCC official. making extensive ad buys on sites willing todistribution plans. Broadcasters and Quello's allies in Congress support the software and make it downloadable So it appears the Internet is about to be- wall fight any strict interpretive policies mandated from their venues to outright endorsements. come a major battleground. "There's no by the FCC. "Content regulation" has become Microsoft is also said to be looking at mak- doubt they're [both] going for blood," said a buzzword among opponents of the FCC draft ing special deals with the increasing number of Dave Garaffa, editor of Browser Watch, a rules. "Reed Hundt says he doubts that It's Aca- sites that are looking for paid subscribers. Users news site on the Internet. "Microsoft has demic is educational," noted a broadcast lobby- who view such fee -based sites via Internetthe money, Netscape has the appeal. How

ist. "I mean, whose standards prevail?" Explorer could do so for free, with Microsoft long the appeal will last against the money,

reimbursing the sites for the subscriber fees.I don't know." PAGE 4 http://www.mediaweek.com MEDIAWEEK July 15, 1996

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Selling Spectrum Could Raise Lunch Money Yahoo Reports Financial Results President Clinton is urging that money raised from an auction of Sunnyvale, Calif.-based search engine Yahoo released financial digital spectrum be used for the nation's schools. The White House results last week, its first since going public earlier this year. The thinks that the Federal Communications Commission can get company said that it had a net loss for the second quarter of $1.37 $5 billion from selling off the frequencies currently used for UHF million on revenue of $3.27 million. Revenue was up 89 percent channels 60-69. FCC chairman Reed Hundt said last Friday that he over the first quarter. thinks the take could be as much as $20 billion. This leaves broad- cast lobbyists, who had successfully kept spectrum auctions out of PBS Hosts Its First Upfront Presentation the 1996 Telecom Act, very concerned. The FCC has no authority For the first time, the Public Broadcasting Service and Thir- to auction TV frequencies, but it does have the power to move sta- teen/WNET, one of its principal affiliates, this week will host an tions to new channels and redefine the channel 60-69 part of the upfront presentation to advertisers interested in underwriting spectrum for other uses. That would mean 97 full - the new slate of programming this fall. Hosted by power stations would have to relocate to new channels talk show host Charlie Rose, PBS' upfront aims to and more than 2,000 low -power stations and retrans- INSIDE sell advertising packages that still do not interrupt mitters might have to go off the air. Lobbyists charged programs but allow advertisers to promote that government greed is the motivation; an FCC between programs. PBS is seeking increased ad staffer said that reallocating the 60-69 spectrum is income to make up for revenue shortfalls due to just good engineering. "We've given the broadcasters government cutbacks. 95 percent of what they want and now they're squawk- ing." the staffer said. Addenda:Fox Sports is close to a deal with Southland Corp.'s 7 -Eleven convenience stores Rush Runs Out of Time (Periods) involving media buys and promotions supporting Rush Limbaugh and TV syndicator Mulitimedia the network's NFL, NHL and Major League Entertainment last week informed client stations Baseball telecasts for the next two years. The that Rush Limbaugh, The Television Show will cease unprecedented three -sport deal would give Fox distribution as of Sept. 6. Limbaugh said it was his Sports the 6,500 -store 7 -Eleven chain as a decision alone not to continue with the four -year -old Craig Kilborn flips from promotional venue for its programming... TV show because of its scattered time -period clear- sports to yuks on a new MSNBC, the 24 -hour news channel owned and ances. Season -to -date, Rush was averaging a Comedy Central show operated by NBC and Microsoft, is set to launch respectable 2.5 rating nationally (NSS, Sept. 4, 8 today to about 20 million cable homes. Late last 1995-June 23, 1996). However, during the May week, MSNBC signed a corporate carriage deal sweeps, Rush's 1.8 rating/12 share average in 109 WASHINGTON with Cablevision Systems Corp., a Long Island- late -night time periods represented a 25 -percent 15 based cable operator with 2.8 million cable decline from the show's May 1995 sweeps average subscribers...National TV responsibilities will be (23/16) in 134 late -night markets. MAGAZINES divided at ad agency J. Walter Thompson in the 18 wake of a media department reorganization. Jerry TW, Turner to Meet on FTC Concerns Dominus, head of national broadcast, is leaving the Time Warner and Turner Broadcasting System NETWORK TV company as a result. JWT media director Jean Pool executives and lawyers plan to meet with staffers of 20 and Ron Fredrick, director of national broadcast in the Federal Trade Commission this week to discuss JWT's Detroit office, will split the duties. how to win the FTC's approval of Time Warner's THE MEDIA ELITE planned $75 billion merger with TBS. Last week, 23 Correction:A chart that appeared last week FTC staffers formally recommended that the merg- (Mediaweek, July 8) incorrectly identified the er be blocked unless certain terms of the deal are network affiliation of WGN-TV in Chicago (it is a changed. Sources close to the deal indicated that the FTC wants to WB affiliate). The chart also listed incorrect call letters for curb TCI's 20 -year discounts on affiliate fees it pays the Turner Renaissance stations in Sacramento, Calif. (KTXL) and Miami networks; seek promises from TCI and Time Warner that they (WDZL). Also, a cable column item last week should have will not collude to block new cable programming; and curtail the identified the owners of cable channel Classic Sports Network as voting shares TCI president John Malone will have in TW. Allen & Co., AT&T Ventures and Huizenga Holdings.

MEDIAWEEK (ISSN 0155-176X) is published 47 times a year. Regular issues are published weekly except the last week of July and the second and fourthweeks of August and the last two weeks of December by ASM Communications, Inc., a subsidiary of BPI Communications Inc., 1515 Broadway, New York, NY, 10036. Subscriptions are $115 oneyear; $195 two years. Canadian subscriptions $260 per year. All other foreign subscriptions are $260 (using air mail). Registered as a newspaper at the British Post Office.Periodicals postage paid at New York, N.Y. and additional mailing offices. Subscriber Service (1-800) 722-6658. MEDIAWEEK, 1515 Broadway, New York, NY, 10036. Editorial: New York, (212) 536- 5336; Los Angeles, (213) 525-2270; Chicago, (312) 464-8525. Sales (212) 536-6528. Classified (1-800-7-ADWEEK). POSTMASTER: Send address changes to MEDIAWEEK, P.O. Box 1976, Danbury, CT 06813-1976. Copyright, 1996 ASM Communications, Inc. MEDIAWEEK July 15, 1996 http://www.mediaweek.com PAGE 5

Are Mornings A $5 Million Mag Makeover Times Mirror spends again A Moneymaker? MAGAZINES /By Jeff Gremillion The climate of belt -tightening at Times Local morning news shows are all the rage thanks to CBS, Fox Mirror seems to have eased with the news that one of the company's oldest TV STATIONS /By Michael Freeman titles is being totally revamped. Times Fifteen years ago, local TV stations real- ACl/Pearson Television'ssyndicated Scoop Mirror Magazines division has pledged about ized there was money to be made pro- With Sam & Dorothy (a new gossip show) in- $5 million to redesign and relaunch the 68 - gramming 60 -minute, 90 -minute, even stead, with the Fox show an hour later. year -old home -improvementtitle Home two-hour news blocks at the dinner The decision is important because shows Mechanix. The new magazine, still to publish hour. If all goes as planned, another like KTVU's Mornings on 2 have proven they 10 times a year with a rate base of 900,000, revolution in TV news will begin later can outdraw the big boys-NBC's Today and will also get a new name, Today's Homeowner. this summer, but this time the meal is breakfast. ABC's Good Morning America. During May The first issue will hit newsstands Aug. 25. With the network launches next month of 1996, KTVU's Mornings on 2 averaged a sec- "The company is now prepared to be inno- Fox After Breakfast and a revamped This Morn- ond -ranked 3.5 rating/15 share in households vative and build," said Homeowner group ing on CBS, affiliates are being pushed publisher Michael Rooney, also publisher of to put together expanded local news op- Field & Stream and Outdoor Life. "This is erations to lead into the new network what is happening after the restructuring." morning shows.Affiliatesare being Homeowner editor Paul Spring said the promisedthattheselocalmorning makeover signals a new age of growth for the shows will be moneymakers, and CBS the company, whose ranks have shrunk dra- and Fox are praying the new news shows matically over the last year. Times Mirror, will deliver viewers directly into their notably in its newspaper division, has been new national broadcasts. Will it work? through what The New York Times called "the It had better. For Fox, After Break- most arduous downsizing and cost-cutting the fast represents the network's boldest industry has ever seen." attempt to expand into a new daypart "We've done that; that's behind us," said (morning) since it got NFL football two Spring. "The emphasis now is on growth." years ago. For CBS, its new This Morning show KTLA's morning crowd: (top, from Times Mirror has already poured funds (which begins Aug. 12) represents a last-ditch left) Sam Rubin, Gayle Anderson, into extensive market research for Home effort to make a major mark in a daypartMark Kriski, Eric Spillman; (bottom) Mechanix. The first problem turned out to be where it has never been able to before. Both Michelle Ruiz, Carlos Amezcua, Barbara the book's name. Focus groups thought the strategies rely heavily on persuading local affil- Beck; (on desk) Jennifer York title dealt with auto mechanics or other tech- iates to mount their own morning news shows nical matters. "The name just doesn't cover to lead into and blend with the network shows. (up 13 percent in share from May 1995), and what we do," said Spring. And that will cost a lot of money. beat NBC affiliate KRON's Today (4.7/22) in The new and improved Today's Home- Top -ranked Fox affiliate KTVU in San thelasthour. In New York, Fox-owned owner hopes to fill what TMM considers a Francisco, a Cox -owned VHF is dumping its WNYW's Good Day, New York consistently void-"agrandcanyon,"accordingto low -rated 6-7 a.m. pickup of CNN Headline outdraws the network morning shows. Spring-betweenhard-coredo-it-yourself News and on Aug. 5 will launch KTVU Morning Steve Bell, former general manager of Tri- books such as Workbench and more aspira- News. The addition of the "straight news" hour bune's KTLA in Los Angeles who sold Tri- tionaltitles such as This Old House or will flow into KTVU's highly -rated Mornings bune group executives on the idea of launching Hearst's forthcoming Bob Vila's American On 2 news/chat show, giving the station a seam- the KTLA Morning News five yearsago, Home. With the home -improvement industry less 6-9 a.m. local news block. believes that expanded local news blocks will tipping$126 billion-andwithbaby Jeff Block, station manager at KTVU, pre- continue to be a "major -market phenomenon." boomers, the magazine's target audience, dicts that a stronger 6-9 a.m. local news rota- KTLA typically wins the 7-9 a.m. time peri- reachingpeakhome -ownershipyears- tion will help "drive" the ratings into Fox's ods, (a top -ranked 4.1/15 last May). Ad -buying Spring said his magazine needed revamping launch of Fox After Breakfast on Aug. 12. sources say KTLA charges $1,000 to $1,500 to take advantage of the ripe market. KTVU is so optimistic about how well its per unit, thus generating $15 million to $18 Ads for the relaunch will appear in fourth- new morning block will perform that it is not million in annual gross revenue; Fox's KTTV quarter issues of all 10 Times Mirror titles. sure it will schedule After Breakfast (an un-is said to earn about one-third of that for its The Los Angeles Times and Newsday, both known quantity) into the "beneficiary" 9 a.m. younger Good Day, Los Angeles block. company newspapers, will also carry inserts.M time slot straight away. Block is considering How far down in the market rankings can PAGE 6 http://www.mediaweek.com July 15, 1996 MEDIAWEEK

NEW MEDIA CBS and Fox expect to get cooperation from too difficult to make the economics work." local stations? Twelve of CBS' 14 owned TVAs a result, WFRV and stations in other stations are in the top 25 markets, notes Tonysmaller markets will be taking a two-hour Yet another reason to neverleave the Vinciguerra, evp of CBS Television Stations. "transition" feed of This Morning for the couch: Both Philips Consumer Electron- But for a station such as WFRV in Greenforseeable future. ics and Sony have announced plans to sell Bay (market No. 71), expanding the local "Most of those stations [below the top 10 a set -top box that, for only $200 to $400, news operation will be tougher, Vinciguerramarkets] own the kids business, and they're can turn any TV into a Web-surfing mar- admits. "With the base costs of producingnot prepared to take on the overhead of start- vel. The products are being licensed to the local news being almost the same in Green ing news operations, especially when the spot

two manufacturers by WebTV Networks, Bay as they are in Phildelphia, it just becomesrevenue base isn't there for it," says Bell. a Silicon Valley start-up managed by sev- eral former Apple executives. The boxes are connected to the TV along with a phone line. All consumers have to do is handle a remote, something that most All the Signs Point Up know how to do already, and subscribe to WebTV Networks. No more wondering if $690 million sale of Gannett Outdoor tightens number of players it's really worth parting with thousands of OUTDOOR / By Mark Hudis dollars just to be part of the digital age. News of the TV-Internet connect comes It's like déjà vu all over again. Following net-Outdoor Systems deal, TDI was the top dog as an increasing number of hybrid TV/PC the broadcasting industry's lead, outdoor in the out -of -home category with 1995 revenue products are hitting the market. Intercast, advertising companies are merging, con- of $270 million. Eller posted 1995 revenue of a combined Web -surfing, TV -watching solidating power into the hands of a few $265 million, making it the third -ranked com- technology whose innards are provided by large players. Outdoor Systems of Phoe- pany in the industry. Gannett, the former No. 2 Intel, gets its debut this month with NBC's nix last week agreed to buy Gannett Out- company, projected that combined Gannett/ broadcast of the Summer Olympics. Sev- door for $690 million, creating the No. 1 out -of - Outdoor Systems revenue will hit $300 million eral other media concerns, including home company in the business. The sale follows next year, which would place the company first. MTV, have also signed on for the device, closely Infinity Broadcasting's $300 million pur- Minneapolis' 3M Media ranks fourth, accord- which promises to transform PCs into TV chase of billboard giant TDI last March and ing to industry sources, but revenue figures were sets, rather than the other way around. Eller Media's swallowing of Patrick Media last not available. Lamar Advertising, based in Baton year in a $518 million deal. The prices are high, Rouge, La., is fifth, with $102 million last year. For those who mustoccasionally leave but so are the stakes. The recent consolidation has helped elevate their couches to go to work, CNN has Last year, according to Competitive Media outdoor advertising to the status of a "true" na- found a way to reach people in their Reporting (CMR), outdoor advertising took in tional media, like network TV or magazines. A offices, even if their boss hasn't signed off $1.12 billion in revenue. The Outdoor Advertis- major factor in the recent burst of acquisitions is on a TV with cable hookup. CNN's inter- ing Association of America puts the figure at rapid growth. According to CMR, outdoor's ad - active offshoot last week entered into an $1.8 billion, more than half the $3.5 billion spent dollar increase of 70 percent from 1992 to 1995 agreement with the Cupertino, Calif.- in 1995 in the out -of -home cat- ($1.1 billion, up from $655 mil- based PointCast Network, which uses a egory (which also includes tran- "Now it's clicking in lion) outpaced all other media computer's down time to transmit info sit posters and other non -bill- except for cable TV In the same from selected Internet sites to the desktop. board type advertising.). everyone's head that this time period, radio was up 33 The deal also includes some of the usual As in radio this year, a few percent, network TV advanced Web mutual back -scratching. Starting in well-heeled operators are will- sleepy outdoor industry 15 percent, magazines were up the fall, PointCast software, which is free ing to pay high prices for out- 42 percent and spot TV gained to consumers, will be downloadable from door companies, believing that is a perfect parallel to 38 percent. In 1994 -vs. -'95 com- both cnn.com and cnnfn.com, and Point - bigger will be better. Oren Coh- parisons, the growth of outdoor Cast will be amply promoted in a TV en, a media bond analyst for radio." -Oren Cohen, is especially dramatic, besting campaign on Turner cable networks. Bear Stearns in New York, said allcategories with revenue PointCast, one of the more promising that in the world of outdoor Bear Stearns analyst jumping 23 percent. Internet technologies, gets all of its rev- advertising, size is key. "The Karl Eller, chairman and ceo enue from advertising, though CNN will bigger you get, the more chance of Eller Media, sees outdoor retain the right to sell the advertising on you have of getting national ad dollars," Cohen becoming a bigger player. "Outdoor and radio its portion of the PointCast service. Point - said. "If you're all over the country, you can say are serious competitors," Eller said. "What we're Cast has similar content deals with [to clients], 'I can get you into all of the top seeing right now is outdoor's attempt to become Reuters, Time Warner's Pathfinder, cities.' That's the concept." more efficient, to bring in national dollars." SportsTicker and Accu-Weather. Point - "[Outdoor] is similar to radio," says Kevin "It's not coincidental that this is going on in Cast viewers in the Boston and Los Ange- Reilly Jr., ceo of Lamar Advertising. "There are the middle of radio's consolidation," said Cohen. les markets can also subscribe to The real benefits to synergy in certain markets. It's a "Infinity started the ball rolling when they Boston Globe and the Los Angeles Times lot like duopolies in radio." bought TDI. Now it's clicking in everyone's via the service. By Cathy Taylor And the largest companies, naturally, get the head that this sleepy outdoor industry is a per-

largest piece of the pie. Until last week's Gan - fect parallel to radio. The time was right." ContactMillions Karl of Spancenberg,people will find VF mo-e Worldalso than Infoseek'sWide Waldo Advertiisin) atby '96 www.infoseek.com. using Atlanta Sales,nioseek Games at on [email protected]. Guide.the Ifs lire the Andrnet best ifthis yoJ way summer. aidvartise to Or find visit There's there, us those m Mons will find you. yeu want who you want) on the Net. infoseek PAGE 8 http://www.mediaweek.com July 15, 1996 MEDIAWEEK

CABLE TV Comedy Sets New Laughers MTV last week finally announced the CABLE NETWORKS / By Michael Biirgi launch of its long -anticipated spin-off channel, M2. The sister service, which Comedy Central next week will begin Comedy Central president Doug Herzog launches Aug. 1 to approximately 1 mil- introducing its first wave of original said Daily is a perfect fit for the network's desire lion cable and DBS homes, will be all - programming since a new president for more timely and topical fare. The show will music, much like MTV was before it and head of programming took over draw heavily on that day's news headlines and expanded its lineup to include game the cable network a year ago. Theon gossippy, pop -culture items. Among the shows, reality programming and news. move follows a series of programbrief bits featured will be "The Kathie Lee [Gif-. Targeting the same 12-34 audience that acquisitions that have helped boost Comedyford] Quote of the Day;" "Hasselhoff History;" MTV caters to, the new network will Central's universe rating from an average 0.3 in "Come and Gone Since Strom Thurmond was incorporate an online/Internet element prime time early this year to a 0.5 in June. The in High School;" and "Elevator Oprah," which with a service called Intercast that will let new shows tap the $45 million CC plans to spend will solicit opinions from elevator passengers on viewers receive the network signal over this year on original and acquired programs. a number of topics, as seen through the eleva- their computers. For the first year, M2 Comedy on July 22 will unveil what's hoped tor's security camera. will forego both affiliate revenue from to be a linchpin show for the network, which is Eileen Katz, CC senior vp of programming, operators and ad revenue in order to give co -owned equally by Time Warner's HBO and said that at least two other shows are set to the service a quick start-up. Viacom's MTV Networks. The Daily Show, launch soon. Pulp Comics, from Bob Small, cre- hosted by Craig Kilborn, a former anchor ofator of MTV's Unplugged, will feature new During the Television CriticsAssocia- ESPN's SportsCenter, will air in late night. The stand-up comics and begin in August. Town Hall tion's critics tour that began last week, half-hour program will follow Politically Incor- will be four one -hour specials hosted by Al several cable networks announced new rect at 11:30 until PI moves to ABC next Janu- Franken with a live audience discussing such programming ventures. TNT has com- ary, at which point The Daily Show will take topics as same -sex marriages. The first install-

missioned its first original series, The New over the 11 p.m. slot. ment will premiere in the fall. Adventures of Robin Hood, exclusively for the network. The deal is with Warner Bros. Domestic Pay -TV, Cable & Net- work Features, covering 26 episodes of the action -adventure series. BET Garland Upped at Adweek announced it is creating a new two-hour music block called UnReal that will run Becomes editorial director of Mediaweek' and Adweek' videos as well as some behind -the -scenes MAGAZINES information on artists. The show will run weeknights 8-10 p.m. For 11 p.m., BET is Eric Garland, executive editor of Ad - monthly business magazine in Baltimore. creating a news show with an urban per- week Magazines, has been named to As executive editor, Garland oversaw the fea- spective, called Live Wire. MTV has the new position of editorial director of tures sections of Adweek Magazines. That role signed tattooed hoopster Dennis Rodman Adweek and Mediaweek. In this post, will now be handled by John Flinn, promoted to star in a series that does not yet have Garland will have overall editorial from executive features editor. Flinn, a former much definition besides getting a 20 - responsibility for both publica- editor at Channels, will episode commitment. And speaking of tions. Adweek editor Kevin McCormack report to McCormack. commitment, MTV has signed Jenny and Mediaweek editor William F Gloede In announcing the McCarthy, host of Singled Out, to an will remain responsible for their individual promotions, Reiss said, exclusive development deal. Her first pro- publications and will report to Garland. "With the recent expan- ject will be a weekly series on MTV, Garland reports to Adweek Magazines sion of my responsibili- details of which were not announced. executive vp/editor-in-chief Craig Reiss. ties to include circula- John McManus, editor of Brandweek, and tion, electronic publish- Two growing cable networkslanded David Evans, editor of Marketing Comput- ing, New Product News, carriage agreements with major cable ers, will continue to report to Reiss. , MarketingComputers operators last week. Tele-Communica- Garland, along with editor -at -large and its spin-off enter - tions Inc., the country's largest cable Greg Farrell, won a Jesse Neal Award from the Garland gets prises, and Adweek's operator, signed with BET on Jazz, the American Business Press for best investigative new edit posts Best Spots, it became all jazz service produced by BET and article, "The Color of Money," which detailed imperative that we re- Ovation, an arts, culture and music ser- print production practices at Wells Richstructure editorial management in order to vice. And Time Warner Cable has Greene BDDP. He earlier edited another Neal assure that Adweek and Mediaweek receive the agreed to launch The Popcorn Channel, Award winner, editor -at -large Debra Gold - resources needed to sustain their excellence and a movie -listings service, on its New York man's article "The Costliest Pitch," whichcontinue to grow. We are fortunate to have cable systems, reaching close to 1 million detailed the agency competition for the Mas- someone of Eric's exceptional talent to fill that homes. -By Michael Burgi terCard account. Before joining Adweek in role, and he is fortunate to have two of the finest

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PRODUCTION A Very Good Year for Lynch Kids WB has recruited Norman Lear, Oddball creators of Alex Mack' break out with ABC series deal legendary creator of All in the Family, The Mary Tyler Moore Show and Sanford and TV PRODUCTION /By T.L. Stanley Son, to create a new series for the net- Although they've had at least one Along with its ABC-Disney Channel pact, work. Lear will team with Jean MacCur- show on TV every week for the past Lynch has a new deal to produce prime -time dy, president of Warner Bros. Animation, 15 years, Tom and John Lynch have fare for Showtime. Lynch will develop feature- to develop an animated series in the missed breaking into the major length family fright films based on The Shad- Sesame Street vein. Kids WB has made a leagues of network prime time. ow Zone, a best-selling children's book series; 13 -episode commitment to the as -yet - Until now. The brothers, who run the first pic is scheduled to air in October. For untitled show, scheduled to launch in Sep- Los Angeles-based Lynch Entertainment, Showtime, the deal is part of an effort by the tember 1997. Jamie Kellner, head of the have made a deal to create family -oriented half cable network to appeal to family audiences. WB, said during last week's Television hours for ABC (likely for The Shadow Zone tele- Critics Tour in Los Angeles that while he its TGIF lineup)-as well films are also designed to is opposed to government -mandated pro- as for sister cable net- capitalize on the current gramming, he wants his network to be work the Disney Channel. success of Fox's Goose - proactive about developing educational The first of the shows bumps, the highest -rated TV series for children. "We'll put all our could launch by January. kids show on TV energy and imagination into doing a good The projects, which have While a number of show," Kellner said. separate six -episode com- networks are trying to mitments, could be tradi- boost their family -orient- PBS has given an unprecedented 41 - tional sitcoms or half- ed programming, Via - episode commitment to Tots TV, a show hour filmed shows. corn'sNickelodeonis aimed at preschoolers that features one of Lynch Entertain- moving full -steam into the first Spanish-speaking characters on ment, responsible for the prime time. In October, U.S. kids television. The show centers NickelodeonhitThe the network will take around three puppet -like characters-one SecretWorld of Alex Alex Mack off its Snick white, one black and one Latino-whose Mack, vows that its net- Saturday -night original mini -adventures are intended to teach work output will retain programming block and kids about teamwork, sharing, tolerance the unique style it has switch it to Tuesdays and and friendship. "If you provide young chil- honedincable. Alex Thursdays. The network dren with the right environment, they'll Mack, an action -adven- Larisa Oleynik (left) plays the little has had talks with Lynch learn," said Kenn Viselman, president and ture show about a girlgirl with big powers on Alex Mack. about turning the Alex ceo of The itsy bitsy Entertainment Co., with supernatural pow-Meredith Powers plays her sister. Mack franchise into a which is producing the show with its cre- ers, has pulled in top rat- featurefilmforthe ator, Ragdoll Productions. "Education ings for Nickelodeon since it launched three recently formed Nickelodeon Movies unit. does not have to be forced on them." Tots seasons ago. "Some network family shows are Lynch recently completed a pilot for Nick TV is adapted from an award -winning still based on a '50s sensibility," said Tom called Simon Said What?!, a fantasy series series that has been running in the U.K. Lynch, president of the production house.about a little boy with an overactive imagina- for five years. It will be reformatted for its "Our role is to break the mode; that family tion. The live -action show features computer - U.S. debut this fall. -By T.L. Stanley programming is soft and aimed only at a small generated imagery and other special effects.M audience. We think the timing is right and that TV is starting to expand its imagination." A new top management team at the Dis- ney Channel, headed by Geraldine Lay - bourne and Ann Sweeney, is broadening its Want to turn your media plan around in 10 seconds? search for product and its ideas about what Affordable National TV Advertising Available belongs on the network, said Tom Lynch. on Top Syndicated Programs. "The rules used to be very rigid for shows," said Lynch, whose Emmy Award-winning Kids Incorporated has been running for eight Call Now For More Information years on Disney. "Now they're considering things they might not have before." The 12 -person Lynch company creates half PIC-TV, INC its properties and acquires the rest. Lynch has produced such varied projects as Xuxa, the 212-697-7707 312-214-6335 818-563-1500 Latin-American kids variety show; USA Net- New York Chicago Burbank works' Up All Night; and Night Tracks on TBS. © 1996 Parade

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While it's not filled with bathing beauties, our tenth annual What America Eats issue is stuffed with something even more enticing: articles devoted primarily to food and nutrition. Served up on November 17, 1996, just before Thanksgiving, it reaches consumers right when their attention turns to holiday planning. And that's for starters. Because an ad in What America Eats reaches consumers faster than any other magazine. In fact, it satisfies 81,000,000 readers in just 48 hours. And our circulation is greater than the Seven Sisters combined. What a mouthwatering place to put your ad. PARADE 81,000,000 readers just before the holidays. PAGE 12 http://www.mediaweek.com July 15, 1996 MEDIAWEEK

NEWSPAPERS TakeanInch Off the Middle The House Postal Subcommitteebegan hearings last week on postal -reform legis- page sizes is the latest palliative for newsprint ills lation. The Newspaper Association of America attacked the U.S. Postal Ser- NEWSPAPERS / By Anya Sacharow vice's strategy for the new legislation. Although the run-up in newsprint inches by 21 inches. Advertisers have long cam- "The USPS' competitive strategy is cap- prices has eased somewhat this paigned for standardization of newspaper ad- tured in the headline of its current ad: year, some newspapers are reduc- vertising space. "Our first concern is what the more mail for less money," said John ing the size of their pages in an readers' response will be," said Ellen Oppen- Sturm, NAA president and ceo. One ele- effort to cut back on newsprint con- heim, media director at FCB/Leber Katz Part- ment of the proposed legislation would sumption. MediaNews Group's The ners, which places newspaper ads for AT&T allow the USPS to operate more like a pri- Denver Post will reduce its page width from "Our preference would be that papers maintain vate -sector business by pricing some mail- 13.5 inches to 12.5 inches next month. Other the integrity of advertising units. It's easier for ers at rates under cost while maintaining MediaNews Group dailies,including the us to work when the advertising units are con- its monopoly, therefore escaping price Alameda News Group in California and sistent because it's less of a burden on produc- restraints. Large mailers such as Advo and papers in the northeast, have trimmed their tion and the costs aren't as great." publishers such as Time Inc. are expected pages. The reductions are expected to save the Kirk MacDonald, executive vp and general to receive volume discounts, while smaller Dean Singleton-controlled papers some $15 manager of The Denver Post, said that readers in direct mailers such as individual shoppers million per year in newsprint focus groups liked the new, narrower version or local Pennysaver newspapers would not. costs. of the paper because it is easier to handle. MacDonald said advertisers, including July 13marked the one-year anniver- Foley's, Dillard's and Joslins department sary of the unions' strike in Detroit stores, are responding favorably as well. THRstoviviwNwpogruvo51 against Gannett Co.'s Detroit News and Tay DENvER- On the 12.5 inch -width prototype, ad im- Knight-Ridder's Free Press. Strikers gath- 4 ages are reduced by about 7 percent, bare- ered at a newspaper distribution center on tap ly discernable to the eye, MacDonald said. last week as part of a week-long drive to INSIDE_ ine-itemvet hitel-I °use. At the Alameda Newspaper Group Nl gain more awareness of the strike. Detroit Senate gult., ntr,- in California, where pages were re- Newspapers, the joint operating agency, duced last March to 12.5 inches in and union representatives have been in FeCIS width at The Daily Review in Hay- to check National Labor Relations Board hearings ward, The Aigus in Fremont and the since March. The unions have brought agenCY Srg, plc Tri-ValleyHeraldinPleasanton, dozens of complaints to the NLRB over oiled long v advertisers' reactions were "almost a unfair labor practices. The strike began non-event," said Roger Grossman, over the reduction of 150 union jobs that vp of advertising. Grossman said the company wanted to eliminate through that ad rates remain unchanged and buyouts and attrition and the elimination that the savings on newsprint are being rein- of across-the-board pay increases in favor 3 vested in news coverage. of merit -pay increases for members of Reader surveys say the slimmed - Prices for newsprint currently are averag- The Newspaper Guild. The unions also down Denver Post is easier to handle ing $650 a metric ton, down from a record are upset about the hiring of permanent $750 at the end of 1995, a year in which rates replacement workers. Gannett and By year-end, the Knight-Ridder chain ex-jumped as much as 40 percent. But many pub- Knight-Ridder have said they each lost pects to reduce page widths to 13.5 inches at all lishers believe another upswing is inevitable. $50 million in 1995 because of the strike. 31 of its papers, including The Miami Herald Rather than raise ad rates and risk alienating This year, the companies project they will and the San Jose Mercury News. Tribune Co.'s advertisers, some papers are moving to smaller lose about $20 million each. Chicago Tribune scaled down to 13.5 inches in pages as a hedge. "The attitude of Dean Sin- September 1995. The Washington Post plans to gleton and The Washington Postisthat The Arlington, Texas, edition ofWalt cut its page size to 12.5 inches in 1998, afternewsprint is so cyclical, the price will come Disney Co.'s Fort Worth Star -Telegram has new presses are installed. Other major U.S. back up again." said industry analyst John been renamed the Arlington Star -Telegram. dailies-including Pulitzer Publishing Co.'s St. Morton of Lynch, Jones & Ryan. In April, A.H. Belo Corp. launched the Louis Post -Dispatch, Copley Press' San Diego Three years ago, TorStar's The Toronto Star Arlington Morning News, a companion to Union -Tribune, and Chronicle Publishing Co.'s was one of the first dailies in North America to Belo's The Dallas Morning News, to cap- Chronicle and Hearst Corp.'s Examiner in San go skinny, with a 12.5 -inch page width, a small- ture a share of the Arlington market. The Francisco-are considering slimming down. er font and adjusted spacing. Pages remained Fort Worth paper hopes that giving its Reductions in web width typically do not at six columns, but advertising went to a 10 -col- Arlington edition a separate identity will affect the editorial news hole. But in some cas- umn format. "Increased quality of production strengthen its position against the Morning es, the shrinkages require changes in standard and greater availability of color offset any neg- News' entry. By Anya Sacharow advertising units (SAU), the standard size for ative reactions [from advertisers]," said Lou

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FORUM Will the decline in network TV shares since the last Summer Olympics in '92 have an impact on the Atlanta Games' ratings? EMMEN

Editor -in -Chief: Craig Reiss Bob Flood want to be associated with something Editorial Director: Eric Garland Senior VP of National Broadcast that's 'truly American.' I'd be surprised Editor \\II iam F. Gloede DeWitt Media if it weren't a blockbuster event for Executive Editor: Brian Moran "With the hype behind this year's NBC and for network television in gen- News Editor: Michael Shain Managing Editor .None Torpey-Kemph Games, they will probably exceed eral. It'll be a big win all around." Washington Bureau Chief: Alicia Mundy

1992's numbers. There's the mar- Editors -At -Large :I sy Sharkey, Cheryl Heuton ketability and visibility of some of the Adam Buckman Senior Editors: Michael Brirgi, Scotty Dupree, \ I ichael Freeman, Cathy Taylor athletes-Dan O"Brien has made the TI Editor;'ewlurk Post' Senior Writer: T.L. Stanley decathlon team, and [NBC] will be able "Network TV viewing this summer Reporters: Mark riimein, Jeff Gremillion to spin a Phoenix -like resurgence story does seem to be falling to all-time Mark Hudis. Anya Sacharow around him. The fact that it's a domes- lows. One could argue that because Media Person: I .ewis Grossberger tic Olympics should help it reach parity Design Director: Blake Taylor the 4th of July fell on a Thursday, this Managing Art Director: Trish Gogarty with, or exceed, 1992's ratings-being was expected. But then you get to Art Director: Joseph Toscano in the U.S. is a big draw. Network the Olympics. It's going to be all in Photo Editor. Lisa Bentivegna shares traditionally do prime time on NBC, so Assistant Photo Editor: Francine Romeo Circulation Mgr: Christopher Wessel decrease during the you won't have to hunt Mediaweek Online: salesa:stoma Support Mgr: Bryan Gottlieb

third quarter. However, "Cable will steal around during the this is original program- afternoon looking for Publisher: M e.,,f I Parker ming, and perhaps the some of the Olympics' events on TNT. Also, DISPLAY SALES: NEW YORK: premiere event of the it's some of the only Advertising Director: Wright Ferguson, Jr. summer. It's a great plat- audience. The fact original programming Account Managers: Linda D'Adamo, Bryan Hackmser, form for NBC to pro- of the summer. The Kristin:, ,ailtillemia. Jeffrey S. Whitmore; SOUTHWEST: Peter Lachapelk, Blair Hecht CHICAGO: Peter Lachapelle, Chris Moore; mote its fall schedule as that it's in the U.S. Olympics have the BOSTON: Rots Kolgraf: LOS ANGELES: Ami Brophy, Nancy Gerloff; well as its other sports potential to turn CLASSIFIED: Publisher: Harold Itzkowitz; properties. It'll do well." will help to limit the around viewing for Sales Mars: Julie Azous, Wendy Brandariz, M. Morris, NBC, but viewership Jonathan Neschis. Karen Sharkey; Rep: Robert Cohen: Sales Asst: Michele Golden Steven Reddicliffe audience erosion, if for the other broadcast Epecial Projects Manager: M. Susan Connolly Er/um; 'IVGuide' networks will remain Promotion Art Director: Katherine Machado "The Olympics will do not stem it entirely." low. There's been so Marketing Services Manaager: Whitney Renwick very well. That they're Promotion Associate: Holly Alden much buildup and pub- Dir. of Manufacturing Operations: Jim Contessa here in the U.S. will help, Art Keller licity, and it's certainly Production Director: Louis Seeger because it'll all be hap- Exec 11; Worldwide Media the central TV event of 're -Press Production Mgr: Adeline Cippoletti pening in a time zone Griffin Bacal the summer for the Production Mgr: [lice Echevarrieta Production Assistant: Matthew J. Karl near you. Also, there are two weeks it runs." Pre -Press Assistant: Ed Reynolds a lot of great stories to Scanner Operators: Dock Cope. Joseph Siciliano be told: The Dream Team, the George Hayes Deputy Editor/Business Affairs: John J. O'Connor women's Dream Team, Janet Evans. .Senior I l; Me(ann-EricksonIL.A. Vice President/Executive Editor: And there's the introduction of events, "The Olympics will do really well. Andrew Jaffe like beach volleyball, which is a trip. There's really nothing else on televi- Vice President/Creative Director: .:111. Lawrence There are so many elements and so sion, and the hype machine will get Vice President/Marketing: much excitement, people are really cranked up and people will start talk- Mary Beth Johnston psyched. It'll be terrific entertainment ing about it. [The Olympics] is the sav- Senior Vice President/Marketing: Kenneth Marks with great personal stories, great ior of broadcast television because it's Senior Vice President/Sales and Marketing: comeback stories and last shots at something you can't get anywhere Michael E. Parker Olympic glory for several U.S. athletes. else. If it doesn't do as well as the Executive V.P./Editor-in-Chief: Put all those elements together and 1992 Games, it'll be because there Craig Reiss President: the Games will do very well [for NBC]." was great weather across the country Mark A. Dacey one day or the U.S. got in killed in Maim k,hn C. Thomas, Jr.: Cloieuribec. Cow W. Pendleton Tudor Bill Croasdale track and field or whatever. It'll have President of National Broadcast nothing to do with cable TV or other IN COMMIT= Western International Media media stealing audience away." Mime: Gerald S. Holt, "They'll do well. When you look at the Primithet O Chief Ltecilite Officer. John Babcock. Jr. Olympics, it's not regular program- Mediaweek welcomes letters to the editor. Address Emotive Yee Presitleeta: Robert J. Dowling. allcorrespondencetoFditor.Klecliaweek,1515 Martin R. Feely. Howard Lander ming, and this year it's got the magic Broakay. New York, NY 11103n or fax to 212-536- Sc Vice Pntsideetst Georgina Challis. Paul Curran, Anna Haire. Rosalue Lovett of live telecasts because it's here in the 6594 or e-mail to inediaweekw aol.com. All letters Vice Prnieents: Glenn Heffernan. Kenneth Fadner tASIvIt are subject to editing. U.S. It's a source of pride and people MEDIAWEEK July 15, 1996 http://www.mediaweek.com PAGE 15

WASHINGTON Alicia Mundy Defender of the Realm Eternity has a pretty short regulatory zeal. Media czar Rupert Murdoch hit the roof Once targeted shelf life in Washington. Just higher than a BSkyB satellite when the FCC decided to ask Reed Hundt. Only a year reopen the case file on his U.S. TV station acquisitions. ago, his obituary was running Even Hundt's sponsor, the White House, was cool on his for extinction, in many publications, includ- performance-too much politicking, not enough policy. ing this one. The chairman On a hot June afternoon, Hundt was grinning like a of the Federal Communica- Cheshire cat with several more lives to lead. He was the Reed Hundt has tionsCommission would star on C -Span, leading a congressional hearing on free never regain power in the capital, the pundits claimed. television time for presidential candidates. First Hundt Why not? After the Republican congressional takeover praised Murdoch in absentia for promoting American rebuilt the FCC into a in 1994, Hundt was a hunted man. GOP politicians hung democracy via his proposals for Fox to donate prime dart boards with his picture in their Capitol offices. The time to the candidates. When Murdoch showed up, FCC was on the "hit list" of federal agencies to be abol- Hundt applauded him again, citing Murdoch's speech potent policy -maker ished, right after the Interstate Commerce Commission to the National Association of Broadcasters on the (which was recently closed). The broadcast and cable importance of the networks as trustees of the public industries were fuming at his interest. Hundt bubbled. Murdoch beamed. They've bonded. (The license in- quiry was dropped by the FCC after some posturing by both sides.) A short time later, when Sen. John McCain of Arizona began his tes- timony on the import- ance of free TV, he and Hundt publicly joshed about their uphill battle to get the networks to pay for dig- ital broadcast rights. "I look forward to your next hearing on the spectrum auction," the Republican stalwart said with a wink. "You bet!" Hundt replied, laughing. At least they didn't hug each other. Meanwhile, Jim Quello sat quietly in his chair. The former FCC chairman and now one of its five commissioners, Quello has been Hundt's nemesis from the start, a forceful thorn in the chairman's side on many issues. Last month, however, Quello was forced to agree to a controversial proposal that mandates three hours of quality children's television per week-a major victo- ry for Hundt & Co. How did this social liberal with the Alfred E. Neuman grin survive coordinated attacks by Newt Gin- grich, the New World Order of deregulators in Congress and the combined might of the media and telephone giants? More important, what does Hundt's survival- and his new-found clout-mean for the rest of us? The answer to the first question is a complex mix of timing, strange bedfellows, and the odd ricochet of social liberalism among right-wing Republicans and leftist Democrats when "family values" are invoked. Hundt has successfully played the V -chip and kids cards to pacify PAGE 16 http://www.mediaweek.com July 15, 1996 MEDIAWEEK

WASHINGTON

politicians who want to clean up Hollywood. At the same that basis alone, he should be considered effective." time, he can claim that this is not your father's FCC when Of McCain, Hundt says "he has a clear vision" of why regulatory matters arise; if anything, the last year has spectrum auctions are necessary. Hundt cites the value of seen an explosion in media and telco acquisitions, as underused UHF channels 60-69 as an example. "We're companies gear up for the free-for-all future. talking about $20 billion here" if the channels were Congress, says Hundt, finally understands that "this auctioned, rather than given, to broadcasters, Hundt is the most de -regulatory FCC" in its history. Not points out. Deficit -challenged congressmen have no prob- everyone would embrace his theory, but he's got a track lem tuning in to that sort of money. If the auctions don't record to support it. "Fin-Syn, PTAR-gone," Hundt come through, there's always the mechanism of license notes, adding that he hopes that some of the niggling renewal for nudging broadcasters toward responsibility. rules on network affiliates also will fade away. For Hundt, the goal of preserving the public interest Another reason for his resurgence is that Hundt has goes hand -in -glove with opening up the marketplace. It's not asking too much, he says, for TV broadcast- ers to allocate 5 percent of the new spectrum to Congress, says Hundt, finally understands that "this is the most public -interest programming. "It's not fair to the American people," Hundt says firmly of turn- ing over the new airwaves to entirely commer- de -regulatory FCC" in its history. "Fin-Syn, PTAR-gone," he notes. cial pursuits. "Maybe," he adds, "we should be ashamed we're only asking for 5 percent." found a staunch ally in Mr. Free Market, Sen. McCain. Which brings him to another issue on which he and Rumors of a Vulcan mind meld between the two are McCain echo each other: their perception of the National rampant in the Commerce Committee, where McCainAssociation of Broadcasters as too powerful, too tight and Hundt practically finish each other's sentences onwith politicians and too intransigent. Eddie Fritts, the the subject of auctioning the digital spectrum. Their NAB president, "has continually objected to any quan- goals here are identical, even if their reasons are dif- tification of the public interest," Hundt says, annoyed. ferent. McCain says Hundt is "an old-fashioned liberal,"The NAB likes kids TV but doesn't want to promise three according to sources in the Senate. Still, "Hundt has hours of it; it likes free air time for candidates but doesn't been remarkably successful at getting major issues want any time mandated. The 5 -percent -public -interest through Congress," says a source close to McCain. "On issue apparently sends Fritts up the wall. If he won't work

Below the Beltway...

When Mary Matalin decided to quit as Sources say that Buchanan host of Equal Time on CNBC, a beat out well -respected GOP scramble ensued to find a replace- activists such as Laura Ingraham. ment who was Republican, smart, perky Victoria Toensing and Torie and fast on her feet. It seems about half Clarke for the Equal Time spot the women in Washington were considered because those three were guilty for the job of cohosting the show with Dee of "good manners" during the Dee Myers, former White House press tryouts. Observers and producers flack. More than a dozen women were giv- said those women tended to ask en tryouts, some for a couple of weeks. in-depth questions. One of the The surprise winner: Bay Buchanan, Pat's competitors "always lets Dee Bay watch: Buchanan should outrageous and outspoken sister, campaign Dee finish her sentence, no matter how get her fair share of Equal Time manager, speechwriter and attack dog. long it takes," one CNBC producer noted From experience on the campaign trail, during the search. "Bay jumps in and follow-up questions and becomes subdued it can be reported as fact that Bay is smart, fights. It's more like The McLaughlin during interviews. Bay Buchanan, how- funny, fast and deadly with a comeback, Group with Bay." ever, only knows "subdued" as a transitive especially when she suspects that her oppo- Feeding frenzy is another way to de- verb, with herself as the subject. nent is ill -prepared. But according to scribe Bay's connection with her hapless "Bay will eat Dee Dee alive," says a sources at CNBC in Washington, Bay's cohost. The low-key Myers (described by former Equal Time staffer who followed most attractive aspect is her aggression. one guest as "a Valley girl") tends to miss the saga of the search closely. MEDIAWEEK July 15, 1996 http://www.mediaweek.com PAGE 17

with the FCC on quantifying what the NAB will offer, pulled back, Quello was quieted, and no one in Con- Hundt warns, "it's a recipe for disaster." gress came forward to oppose the three-hour rule. "I Freshly emboldened by his successes, Hundt is able don't think they wanted to be hanging out there any to paint broadcasters as the roadblocks to reform. "Ifmore on this issue," says Hundt. they feel coerced, I'd rather they feel converted," says Politically, it's a loser for opponents. "It's important Hundt of his demands. "Sure, when you run into the that Hundt come through for the White House on this network types, you get the flinty -eyed accounting per- matter," says a source at the FCC. "It's an important spective from a few." But he notes that many network issue for the President." Family values is high on the execs agree with him on the urgency of improving pro- agenda for both political parties this fall, and Dole and grams for children. With an agreement in principle, he the GOP will be hard-pressed to complain about TV sex says, "We'll get to the tough job for broadcasters-the and violence and the lack of quality children's shows if art of teaching kids with TV" Hundt isn't ready to pop open champagne on Quello's concession just yet. The letter Quello said With an agreement in principle on children's TV, "We'll get to the tough he'd sign agreeing to mandate three hours "has been sitting on his desk for 10 days," Hundt notes. "We've called every day. He job for broadcasters the art of teaching kids with TV," Hundt says. publicly said he will sign it." Few doubt that Hundt will not get his way on the they are seen fighting with Hundt and the FCC-known issue. When he had what an FCC staffer calls an "un-in some circles as the Family & Children Commission. pleasant meeting" with Fritts on the subject, Fritts One final and purely technical reason for Hundt's reminded Hundt that the 1990 Children's TV Act wasrebound is that the sweeping Telecommunications Act advisory only and "not meant to be implemented."gave the FCC more powers that Congress had threat- Fritts allegedly warned he would "bring the wrath ofened to remove. On telco marketing and business deci- Congress down on you" if the three-hour proposal went sions and phone -cable competition, the FCC has more forward. Instead, Hundt and the White House lobbied responsibility than ever. And despite complaints from hard and showed up in May with 220 members ofsome of Hundt's original detractors, the FCC and its Congress ready to sign the mandate. The broadcastersdivisions are now operating efficiently, a compliment offered, with some wonder and reluctance, by Republi- can communications staffers and industry sources. "Reed's people run it well," says an NCTA official of Word of Buchanan's new job spread the cable unit. "They're meeting deadlines." around Washington starting in late June. That performance has de -clawed, if not de -fanged, The Washington Post broke the news of her some of Hundt's enemies on the Hill, who had vowed to sigring on July 3, after it was announced gut the FCC budget and send its authority to the Feder- at a CNBC producers meeting, leaving al Trade Commission, where more "centrist" leadership CNBC aides to babble "no comment." presumably prevails (that's a myth for another column). Meanwhile, Virginia Republicans were The oversight hearings in the Senate did not deliver the also surprised by the news. Bay Buchanan promised evisceration of Hundt and the FCC. If any- had been poking around for financial thing, the hearings became platforms to certify the role support for a possible run at a U.S. Senate of the FCC in touting the public interest aspect of seat. Any race would be at least four years broadcast and cable. The last hearing resulted in Mc- off, when Chuck Robb is up for reelection. Cain publicly thrashing Quello for not supporting auc- So plenty of TV exposure until then can tions. "On what personal principle do you oppose auc- only help her awareness ratings. tions?" McCain asked roughly when Quello said he was Buchanan will join Equal Time full- opposed to them for personal reasons. By contrast, time after the GOP convention in San Hundt emerged unscathed. Diego in August. An ardent (some would So Reed Hundt is riding high again. But if there's a say zealous) anti -abortionist, she will have change in the White House next year, Hundt's role as a prominent role in the platform fight on protector of the public interest may end abruptly. Hundt behalf of her brother. Sources say she will was having a private talk with a newspaper columnist have a few choice words about the GOP recently when the topic turned to his future. "What's anc its nominee, Bob Dole, if Pat doesn't going to happen to you?" asked the columnist. "Yeltsin's get some official recognition (read "speech losing, and now Clinton's going to lose." Hundt laughs as time") from the convention organizers. he recalls the chat. "So far, he's wrong on Yeltsin. I only hope he's as accurate about the other." Warning: It's dan- gerous to make predictions on subjects as volatile as Rus-

sia, the U.S. presidency and the media rule -makers. PAGE 18 http://www.mediaweek.com July 15, 1996 MEDIAWEEK Magazines By Jeff Gremillion

And that goes double when it comes to how and what SI will The preeminent 'SI' Goes for the Gold report. "If we feel the Olympic Com- mittee needs to be criticized," Kir- shenbaum adds, "we'll criticize." sports weekly The magazine's business side, crescendo this week at Friday's opening ceremonies, and the conversely, is milking the sponsor gig world will focus its attention on Atlanta and the athletes. Or, for all it's worth. It will put up in lux- competes with ury digs-and wine and dine in more accurately, on the various media covering the Games.grandstyle -3,500 advertising Sports Illustrated-an official publishing sponsor of the Olympics, clients throughout the games. "Sports Olympian efforts Illustrated is known for its great par- along with Time Inc. siblings Sports Illustrated for Kids, Time Interna- ties,"says Kirshenbaum. "It's a shame we'll be too busy to go to any." including a daily and tional and Southern Living-will be serving a substantial slice of that More than being nervous about Olympics -coverage pie. Time Inc.'s 3.15 million-circ weekly will pub- the long hours and non-stop editing thatlie ahead, Kirshenbaum is several specials lish, in addition to regular issues devoted to heavy coverage of theexcited. He sees himself as the coach of the SI All -Stars. "The Games, a full -color daily "maga- alone will report for duty in Atlanta; Olympics is the one time every four zine" each day of the Olympics. 19 will work exclusively for the daily. years that we have all our top writ- Sports Illustrated Olympic Daily will The upcoming coverage will be an ers and all the top photographers in publish 250,000 copies of the 44 - addition to Srs already extensive the same place and appearing in the page magazine, cover price $3. It will Olympics ink, including several spe- same issue," he says. "It's like the be distributed to Atlanta newsstands cial projects: SI published the official 1927 Yankees." souvenir program, which went on sale for $9.95 early last or month; an abridged program Risky Business that was inserted yesterday in 60 million newspapers nationwide; 'Might': Begging, and a special "Olympic Preview" special issue that hits newsstands But Bolder Than Ever today with a $3.95 cover price. Those zany madcaps at San Francis- Sports Illustrated Television's "A co-based Might have gotten them- Prelude to the Games," hosted selves into trouble. Founding editors by Bob Costas, will air on NBC Dave Eggers and Dave Moody ran a 0 this Wednesday night. May/June cover story noting the for- 'Olympic Additionally, within three days merchildactor Adam Rich's i Preview Issue of the closing ceremonies, SI's untimely-and quite fictitious- You G Girls! 1^I,A111,a,n custom publishing division will demise, shot down in a bar parking distribute a 168 -page "Olympic lot. The cover line: "Fare Thee Well, The U.S.' lady hoopsters Commemorative" issue. Gentle Friend." scored the special foldout Kirshenbaum's concerns when "We got more mail than we ever cover for S/'s Games preview we spoke just before he left New have," says Eggers of the readers who York for Atlanta involved the "logis-wrote in to express their dismay at and Olympics event venues, and por- tical challenge" of securing for his such a tasteless gag, in which Rich, tions of it will appear daily on the staffers the lodging, credentials, who played the adorable Nicholas on title's Internet site, SI Online. computers and whatever else theyEight Is Enough, cooperated. "I was "What's amazing to me is how need to live and work in Georgia for shocked that everybody bought it. much bigger our operation has got- the duration of the Games. "The "We did it to satirize media obses- ten and how our coverage hasset-up is almost as daunting as sion with celebrity lives," adds the grown," says Jerry Kirshenbaum,putting out the magazine," he says, 26 -year -old editor. "People sort of the assistant managing editor whoadding that he refuses to use the expect [former child stars] to come to willoverseeSI'son -the -scene magazine's role as a sponsor to cut gruesome ends-that they're all alco- Olympics operation. "In 1972, I cov-through any red tape. "There's a holics living in trailer parks in New ered the Olympics in Munich with fire wall between us and the pub- Mexico." only one other writer." More than lishing side when it comes to spon- It's hard to say whether this stunt 130 employees on the editorial sidesorship," says Kirshenbaum. will affect the magazine's ongoing, MEDIAWEEK July 15, 1996 http://www.mediaweek.com PAGE 19

thus far unsuccessful effort to get 60 SECONDS WITH... corporate backing. Eggers and com- Must -Reads pany are shopping Might around New A subjective compendium York, and they haven't ruled out the Michael Caruso New editor -in -chief of Los Angelesmagazine, of praiseworthyarticles possibility of moving east if a new formerly of Vanity Fair, The Village Voice and from recent issues of corporate partnership requires it. The New Yorker consumer magazines: Since theoffbeat Gen -X bimonthly was launched in 1994, it Q. What do you miss least about New York? "Geologists worry has existed hand-to-mouth. The staff A. The noise. For New York, to honk at some- about dangers of living and contributors work for free and body is to say hello. Out here, honking is taboo. You can get arrested 'under the volcanoe'," hold other jobs to make a living. "We for leaning on your horn. Q. Where do you get your bagels? A. There's by John Krakauer, beg, plead and cajole work out of our this place called Noah's that's pretty good, probably started by an ex - Smithsonian, July friends," says Eggers. "It's getting a New Yorker. Q. What's it like working in L.A.? A. The competition "The New Olympic little old. We're sick of giving that for stories is much easier. In New York, if you found a shred of a story, Ideal?" by Rob Buchanan, same old song and dance to people. it was amazing how many places you had to beat out. Here, everything Outside, August We're ready to take the next step." except Hollywood is underreported. Q.Sinceyou took over last winter, Until then, Might will continue as newsstand and ad sales for LA.' have jumped. What are you doing "Space Under Fire," it has, walking proudly that "fine right? A. I'm thinking of this magazine as part Vanity Fair splash and by Rebecca Ascher -Walsh, line between clever and stupid," says part New York magazine-type service. And I've completely turned Entertainment Weekly, Eggers. "We'd rather go down a over the art department. We're getting a lot more buzz. Q. Oops, July 12 flaming wreck than go quietly." there's that word. You have some competition from Buzz'? A. I don't see them as competition for stories. It's like playing basketball against an 8 -year -old. G. There were some pretty odd items in your July "Best Attention -Getters of LA." section-like the one about heart -shaped bikini -wax jobs. How exactly was that fact -checked? A. Very carefully. That took an exten- Promo Gimmicks sive amount of personal research. I'm still looking into it. That Make the Grade As a person whose mailbox routine- Traditional Home's gold star, but it'sThe computer "game," a silly, ani- ly overflows with easy -to -glance - a fine runner-up. The Meredith mated run-through of great beyond missives and mail -outs, my shelter book's star -shaped paper- moments in science, aims to jazz up hat's off to those who think up theweight is part of a trio of brassand put a youthful gloss on the gadgets, gizmos and gimmicks sentknickknacks, including a ruler in a title's image-and offers the chance tomedia planners,prospective black velvet sheath and a mini -kalei- to win cool stuff to those who play. advertisers and the occasional trade doscope,promotingthemag's "It's a tough business; itisn't reporter in the hopes of gaining recent surge in ad sales and circula- what it used to be," says SA ad favorable notice for their magazines. tion and its bumped -up trim size. director Kate Dobson of getting the Inthat spirit, I'd like to favorably The prize for shameless self -pro- attention of media planners. "It note a few recent examples of motion goes to Scientific American's requires breaking out of the box." shameless self -promotion. "Shameless Self -Promotion Game." Indeed. This Old House nailed it. The folks at the Time Publishing Ven- tures home -improvement title sent out, along with a poster depicting all Mademoiselle's the various kinds of nails, a little boxed collectible sack of old-fashioned flat nails, pro- color forms rate duced by the Tremont Nail Co. in among the promo- Wareham, Mass., in the same facto- tional pieces worth ry and furnace the company has checking the used since 1819. The nails illustrate mailbox for a TOH slogan, "The best in new technology. The preservation of tra- dition." I'm also fond of Mademoi- selle's version of paper dolls. The Conde Nast title sent out hip car- toon color forms promoting its fall fashion issues.

But who gets the gold star? Not T. PAGE 20 http://www.mediaweek.com July 15, 1996 MEDIAWEEK Network TV By Scotty Dupree

rates shows based on the quality and the environment in which they will Crystal -ball gagers Before the Fall air, ranks new programs on a scale of one to 10 (a 10 being the most likely After the networks roll out their new shows and the ratings to succeed). Frank predicts that, for are tossing out a variety of reasons, CBS' Public start to settle in, sometime around November, someone Morals and Fox's Lush Life andPar- always calls to say: "You should go back and see how accu- tyGirl are the longest shots for suc- their winners lists cess next season. rate the experts were in predicting which shows would be In the case of Public Morals, Frank and her team think the show hits." So we will. But first, the predictions. This is intended as a clip- for next season. isn't funny. The two Fox comedies and -save feature. Put it away somewhere you can find it this Thanks- (which follow Melrose Place on Mon- days) will have trouble holding their Does the name giving and compare for yourself what two of the advertising industry's lead-in, she says. top prognosticators say will be next season's hits and misses. Sternberg's approach in predict- ing the new season is more basic. He Cosby ring a bell? Steve Sternberg, senior partner at BJK&E Media, predicts that thepicks winners based not on how new shows will fare but on what following new shows will make nextrank 18th with men 18-49 and 22nd else on the schedule is a good bet. season's top 25 ranking: NBC'sSud- with men 25-54) and NBC'sSome- Some interesting perspectives: CBS' denly Susan,ABC'sSpin City,CBS' thing So Right(predicted 24th among pumped -up Monday night will ele- Cosbyand Ink. Breakthrough new adults 25-54, 20th in men 18-49 and vate Murphy Brown (ifslightly), shows that perhaps will not score as 18th in men 25-54). Cybill (a lot) and Chicago Hope in well in homes but will do well in Betsy Frank, senior vp at Zenith the ratings. CBS' whole night will be advertiser -favored demographic Media, picks only three new shows as fueled byCosbyand Ink, both of groups, says Sternberg, include Fox's solid hits:Suddenly Susan, Cosbyand which should fare better than the vet- Millennium(which he predicts will Spin City.Frank's analysis, whicherans on the Monday schedule. NBC'sCaroline in the Citycould suf- fer ratings fall -off from the move to BJKEtE's Year-end Preview Zenith's Picks to Click Tuesday but still land in the top of the charts every week, he says.Caro- The agency's predictions of how the top 25 net- Zenith Media's ranking of new shows on lineis expected to perform in the 20 work TV show rankings will look by the end of the networks' fall schedules has 19 series fourth-quarter 1996. Rankings are for households. that scored a six or higher. Rated on a scale share range (it averaged a 28 share of 1 to 10 of the likelihood of each show this season as aSeinfeldlead -out), '95296 becoming a hit, the scores are based on the and will likely work well behind new Reek Program Network Rank quality of the program, its time slot lead-in Frasier, which is pegged for 1 ER NBC 1 and its competition at that hour. the No. 13 position, far ahead ofCar- 2 Seinfeld NBC 2 oline's22. Sternberg also gives high 3 Friends NBC Program Network Score 3 marks to Fox for moving The X -Files 4 Suddenly Susan NBC Suddenly Susan NBC 10 to Sunday. He predicts the show will 5 Monday Night Football ABC 5 Cosby CBS 9 break the 20 household share mark 6 The Single Guy NBC 6 Spin City ABC 9 (it averaged a 17 last season). X -Files 7 Home Improvement ABC 7 Clueless ABC 8 8 IVYPD Blue ABC 10 Ink CBS 8 replacement,Millennium,will make 9 Spin City ABC Life's Work ABC 8 a reasonable showing among male 10 Cosby CBS Men Behaving Badly NBC 8 viewers but may miss the chance to 11 Ink CBS Pearl CBS 8 rank highly among the top shows for 12 60 Minutes CBS 9 Sabrina, the Teenage Witch ABC 8 all viewers, Sternberg predicts. 13 Frasier NBC 11 Something So Right NBC 8 Strong new shows and clever 14 20/20 ABC 12 Early Edition CBS 7 scheduling may ultimately stop the 15 Grace Under Fire ABC 13 Home of the Brave CBS 7 hemorrhaging of viewership from 16 Murphy Brown CBS 18 Millennium Fox 7 network TV, say Sternberg and 17 Chicago Hope CBS 24 Townies ABC 7 18 NBC Monday Night Movie NBC 21 Common Law ABC 6 Frank. While Sternberg predicts 19 PrimeTime Live ABC 19 Dark Skies NBC 6 that the nets will maintain share lev- 20 Walker, Texas Ranger CBS 19 Everybody Loves Raymond CBS 6 els in fourth quarter, Frank expects 21 Cybill CBS 50 Mr & Mrs. Smith CBS 6 total share to drop off by one more 22 Caroline in the City NBC 4 Relativity ABC 6 point in fourth quarter '96 versus 23 Mad About You NBC 37 the same period in last year. CBS 24 NBC Sunday Movie NBC 21

25 The X -Files Fox 51

Source BJK6E Media, Nelsen 'New show MEDIAWEEK July 15, 1996 http://www.mediaweek.com PAGE 21

should gain strength, says Sternberg, works for the first time this year-the daytime was up 17 percent. who expects the net to still finish two registered just $46 million and NBC led not only in increased third in household ratings, but up a $34 million, respectively, in advertis- billing but also in share of revenue. share point from its fourth-quarter ing for the four -month period. For the four -month period, NBC '95 finish. Frank expects that ABC Late night was good to the nets,claimed 33 percent of measured ad and NBC will finish the quarter in a with big increases across the board; dollars. CBS was second with 27 per- tie, with an 18 share, and NBC will ABC saw a 9 percent boost, CBS cent, ABC followed with 25 percent, have less than half a rating point jumped 16 percent, NBC, 17. Over- then Fox with 13 percent, and The lead over ABC. Both executives all, the time period grew 16 percent. WB and UPN trailed with 1 percent expect Fox to finish fourth quarter Prime time was up 14 percent and and 0.7 percent, respectively. with a 12 share, equal to its perfor- mance last season. ing to become a space shuttle astronaut. With talk of V -chips and family values TV's Biggest Money Day abounding, Duncan said many fans of Space The Race to Save see it as a perfect example of family -oriented NBC, Fox Catch the programming. "There is so much crap on TV these days. When a show as good as this Football Bounce `Space' Is On comes along, you just want to fight for it," What a difference a Super Bowl Duncan said. makes! ABC's reportedbillings Anewdimension in space television, Fox's Demographically, Space was initially tar- plunged 7 percent in the first four Space: Above and Beyond, made its geted at males 18-34. But Duncan said the months of 1996 from the year before, debut last fall only to be canned at the show has tapped a broader audience. "Sur- according to an analysis just released end of the season-and many fans were more prisingly, women have liked the show as by Competitive Media Reporting. than slightly disappointed. In fact, some feel much as men," she said. "And it's getting the The difference? ABC aired the so strongly that they've launched campaigns kids up to the senior citizens." Super Bowl in 1995. NBC broadcast to bring the series back. Fans are organizing Space conventions in the game this year, and it showed. In One is an underground military -style res- Manhattan, Detroit and Los Angeles later this a year when Super Bowl spots sold for cue effort. Dubbed "Oper- year. "This could turn into a reported $1.3 million per 30 -second ation Sugar Dirt," it urges the next Star Trek," Dun- spot, NBC's numbers skyrocketed up fans to join the action by can said. 26 percent overall. buying dog tags like those Fox claims low ratings Fox's gain of 21 percent is also made popular by the MIA - are responsible for the attributed to the NFL and CBS' lack awareness campaign. For dropping of the show of the sport is blamed for a lacklus- a fee, fans can get tags (Space averaged an 11 ter increase-just 5 percent. Even embossed with their share while it aired in the more striking are the numbers for names, the title Space: 7-8 p.m. Sunday time prime time, for which NBC billed an Above and Beyond and slot). But insiders say estimated $920 million, up 36 per- the letters MIA with the Space was just too expen- cent, while ABC fell off in prime, last air date for the show sive to produce, and that down 8 percent to $693 million. CBS (June 30). The tags will the costs played a major reportedly billed $600 million, down then be sent to the show's part in the cancellation. 3 percent, and Fox billed $468 mil- executive producers, Glen Furthermore, Space was lion, up 31 percent. The numbers, of Morgan and James Wong. often preempted and course, also reflect the ratings for At last count, some 750 postponed because of the period, in which NBC was dom- people had signed up to MIAs?: The stars of Space NFL football games. inant while ABC and CBS struggled, buy tags, said Kate Dun- (from left) Nathan West, Shane "Many people just could- allowing Fox to make significant can, a PR officer for one of Vansen and Cooper Hawkes n't find it," Duncan said. inroads. the campaigns. That hasn't stopped The overall network TV ad mar- Duncan said she knows of at least eight heated rumors among Space fans that a net- ket was up 9 percent January through different organized campaigns under way to work conspiracy killed the show. Uncon- April 1996 versus the same period a save Space. With "Project Sound Wave," for firmed stories blame squabbles among exec- year ago, according to the CMR instance, fans are being urged to call radio utives and producers for the looming study. The commercial -measurement stations and dedicate songs to the series' cancellation. Another story has it that the pro- company estimates that prime time cast and crew. Another organization is ducers of The X -Files helped scuttle the billed $2.75 billion, roughly 60 percent "Operation Hammer Fox," founded by Pat show. Right or wrong, Space seems to have of the $4.6 billion total market. CMR Moss, an engineer who will soon begin train - had some zealous fans. -By Angela DelRio measured The WB and UPN as net- PAGE 22 http://www.mediaweek.com July 15, 1996 MEDIAWEEK Syndication By Michael Freeman

be easy to say we're getting a great promotional value." NBC Productions and 'Access Plays Games Jim Van Messel, executive pro- ducer of Access Hollywood, says the news inserts will introduce anchors New World/Genesis' Giselle Fernandez (formerly of NBC News) and Larry Mendte (for- mer news anchor on CBS O&O new magazine show WBBM in Chicago). Both will re- port on celebrity news and sightings in and around Atlanta during the will get a big push Olympics. "Because these are just 90 -second inserts, we're just trying to be light and fun, showing some of out of the blocks the more offbeat stuff going on behind the scenes at the Olympic venues," says Van Messel. "Once we during the Olympics get Giselle and Larry on the set [this fall], we're hoping the viewers will already be familiar with them."

Western's 'Field Trip' Kids Tour of D.C. Two on Tinseltown:Access anchors Fernandez and Mendte Is a Hot Syndie Ticket What new show for fall syndication has better timingWho says the euphemistic term "FCC -friendly" means death at luck than the NBC Productions and New World/Gen- television stations? With Vice Pres- esis Distribution strip Access Hollywood? The half-ident Al Gore and FCC chairman Reed Hundt pushing for more and hour newsmagazine show, set to premiere Sept. 9, is higher -quality children's program- getting Olympic-sized hype-literally. In a promotion executive's ming, Western International Syndi- cation reports that its new weekly, dream come true, Access: Hollywood is riding promo piggyback on Field Trip, has been sold to 90 sta- tions representing 73 percent U.S. NBC's broadcast of the Summer Olympic Games in Atlanta this coverage. Produced by Allbritton month. On July 18, the day before the opening ceremonies, a three- Communications-owned WJLA- TV in Washington, D.C., Field Trip week run of special 90 -second news inserts called "Access Holly- offers kid viewers the opportunity to tour national historical and cul- wood's Backstage Pass: Atlanta" will interest" for Olympics-related news tural sites without having to leave begin airing on client stations' early - made it "too great of a promotional the classroom. evening and late newscasts. Some opportunity to be passed up," Fried- Chris Lancey, president of West- 100 stations are committed to carry- man says. ern International Syndication, says ing the inserts. "In terms of gross rating points, that the weekly half hour originally Promotion in the top 10 markets who knows if this promotion wouldhad been marketed as a "slow roll- on NBC-owned stations, as well as be worth $2 million or $10 million if out" vehicle, but legislative threats of from another 20 NBC affiliates in we had to buy comparable radiothree-hour kids educational quotas lower -ranked markets, will "figure time or print space?" Friedmanhas more broadcasters taking-to heavily in building early pre -launch asks. "What I do know is that this usethe syndicator'sungainly viewer awareness" of the freshman will cost us $350,000 to produce and phrase-an "affirmative, preemptive entertainment magazine, says Doug feed these inserts daily, and we're position." WABC in New York, KCBS Friedman, senior vp of creative ser- providing this to stations at no cost. in Los Angeles, WGN in Chicago, vices for New World/Genesis. Many If you look at the cost of print cam- KICU in San Francisco, KXTX in of the other stations in the Access paigns and the kind of exposure you Dallas and WABU in Boston are all lineup are Fox affiliates, but "topical can get through TV spots, it would on board for this Field Trip. MEDIAWEEK July 15, 1995 http://www.mediaweek.com PAGE 23

MOVERS

CABLE The Media Elite ESPN has promoted David Pahl to senior vp and gen- eral counsel. Pahl had been vp and associate general counsel at the sports net. Do You AGENCIES Robert Sekulich has been named interactive media Know This planner at DMB&B/Bloom- field Hills (Michigan). Sekulich joined the agency Cover Girl? in 1994 as a business ana- lyst...Stiegler, Wells & /fyou're wracking your brain Brunswick has promoted trying to figure out where Sally Thompson to senior you've seen government media planner. Prior to join- gadfly Mary Schiavo-who Outspoken ing the agency in 1992 as a quit last week as Department FAAcritic media planner, Thompson of Transportation inspector Mary Schiavo was an account exec for general after putting herself (left) was one DCC in Dallas. on Page One with her criti- of Glamour's cism of the ValuJet crash Top 10 College RADIO investigation-before, may we Women in The Radio Advertising suggest...Glamour? 1975 (above) Bureauhas named Bob The consistently ahead -of - Zuroweste senior vp of sta- the -curve Ruth Whitney, Glam- "Mary is a licensed pilot and one of the year's 10 outstanding tions for the Midwest region. our editor -in -chief, knew how to a ventriloquist," said the '75 pro- young working women. Back Zuroweste was most recent- pick 'em even back in the '70s. file. Next to the profile, Schiavo then, she was a federal prosecu- ly gm of Shamrock Broad- A blond, Ivory Girl-ish Mary is pictured holding her dummy, tor assigned to the organized - casting's KXKL-FM and Lou Fackler (Schiavo's maiden Walt, and entertaining two Har- crime task force in Kansas City. KZDG-FM in Denver, before name) grins broadly from the vard faculty kids. (Hmmm. Talk Schiavo's many monikers the company divested its cover of Glamour's August 1975 about Glamourous.)"You can certainly haven't held her back. radio properties. issue featuring the "Top 10 Col- be involved in extracurriculars She is said to be about to signa lege Women" of the year. A and do well academically if you six -figure book contract to tell PRINT short profile reveals that Mary arrange your priorities," she said all about her years in govern- At the Los Angeles Times, knew up from down in an air- in the profile. ment and the relative unsafety Bill Sing has been tapped plane cockpit long before she In 1987, A. Mary Sterling of getting from here to there on as editor of the business turned the Federal Aviation (Schiavo's second -marriage an airplane. No word on which section. Sing replaces Administration into the bureau- name) smiled from Glamour's name she'll be using on the book RobertMagnuson, who cratic equivalent of chili. pages once again-this time as jacket. -MAH was promoted to president of theTimes'Orange Coun- ty edition and vp of the Times.Sing has been the Rams butt heads to show off. In advertising we use quotes, bold type, paper's deputy business and underlining (i.e. "Discovery Channel Latin America editor for five years...Hearst Corp. has elected David has been voted # I in viewer satisfaction again.") Barrett and George Irish to the corporation's board of directors. Barrett is deputy general manager of the DMovert! Hearst Broadcasting Group; CHANNEL Irish is group executive of the Hearst Newspaper LATIN AMERICA/IBERIA Group. Both are vps of Hearst Corp. Call Cathleen Pratt -Kerrigan in NewYork at 212-751-2220,x5121 or Fernando Barbosa in Miami at 305-461-4710, x4211. PAGE 24 http:qwww.mediaweek.com MEDIAWEEK July 15, 1996

MEDIA DISH Another Offer PaulaJones Can Refuse What do you do if article first appeared, Guccione you're Clinton - says, Jones' lawyer Joe Cam- IYC Mayor Giuliani Hosts Sports Group Dinner accuser Paula Jones, marata declined the Penthouse your legal fund has dried up and offer because Paula still wanted you're not winning your sexual to take her chances in court. harassment lawsuit against the "You don't negotiate a deal for President? According to Pent- months if you're not seriously house publisher Bob Guccione, considering it," says Guccione. you entertain offers from the "Revealing their backers...would media for rights to your tell -all. have been an embarrassment to Guccione says Jones considered the Republican party." his offer of $200,000 in 1995 to Cammarata says Guccione reveal who backed her and never made the offer. According coached her in her suit. Pent- to Cammarata, Guccione want- house had run racy photos of ed information on the religious Jones in its January 1995 issue, right and asked Jones if she had along with quotes from her fam- anything incriminating. "He A_ the biryo-'s Gracie Man ;ioo home (I r3m lel): Danny Mantle, a iircc c r of -he ily members casting doubt that wanted a story to further his Ni key Viantle Foundation 'or 0 gin Donations Mayr Rudolph Gioliaoi aid Sal she was telling the truth about efforts to destroy the church," N. Sc ANL masher, Swot F Smith's Sport! Group her encounter with Clinton. says Cammarata. Guccione says his magazine Cammarata also says that 1" -oo d Er Wine' Eats Well in Aspen has information that Jones was Jones' legal fund is from anony- being backed and coached by mous donors, most of whom give members of the Republican par- less than $20. "They pretend to ty and would pay if she would not know who's funding her, like reveal who was backing her, it's a bunch of altruists," says where the money was coming Guccione. "Who's paying Paula's from and how she was coached. legal bills? It'd be interesting to About eight months after the hear." --AS

Youth Mags' Sneaky Mailers Sure Look Inviting

11k1Lt \nnua IFood b YfritefVagazirClassic i rcludel a Publisher's VI' li r er it Some enigmatic mail has tle restar ant Little Nell. (}nm ldt) Bob 5. obczeusli, manager of onhoar i:fill ices, been showing up from kited &Ines; S -eve Juzv4k senior st iF rep, in' ight se vices, United; Dane Cowin, magazines such as Seven- thicf,FittLarrl GeSutw, rirec-.or of 'Apart services, Un ted. teen and Spin. The pieces look like party invites on the outside, L fetime CEO Chairs Steinem Awards but inside they trumpet some Or Indio- the Ms. foundation br trthrren's eiglti arrow! Gloria Steil em A nricis at hard circ numbers and advertis- Nav IVO City's Pala Hotel were (-ro n el ti opera singer lessye Norman; Lan Wit ing news. Very sneaky. the year's award winner; Claia Sieiuc m; Doug IlbGorm ck, Lifetime ceo; a id Mar e Seventeen recently sent out a ST VVison. U. Foundation presiiert. card with a fashion image and the word Stop! splashed across Who'd expect circ numbers it. Spin mailed off a card with inside this Seventeen mailer? an image from the musical group Brainiac's June 1996 is just starting to do four-color fashion spread. glossy mailers as it courts fash- The what -is -it? format is, of ion advertisers for its second course, deliberate, aiming to fall fashion issue. "We're...step- peak the curiosity of potential - ping up to carry the torch for advertiser recipients. "We like youth culture," says Spin associ- the element of surprise," says ate publisher Matt Hanna. Lynne Andujar, creative ser- "We're trying to make advertis- vices director at Seventeen. Spin ers aware." -AS CLASSIFIED ADVERTISING/July 1996 Page Cl

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OFFERS & OPPORTUNITIES

REQUEST FOR PROPOSALS BUSINESS OPPORTUNITIES New York City Marketing Initiatives r Agency that c,ouldawouldaI REQUEST FOR PROPOSALS shoulda--didn't. The Office of the Mayor of the City of New York is issuing a Request for Proposals Now wants to explore association ideas with other (RFP) for a qualified firm to be the City of New York's Marketing Representative growth -minded shops who might share our under a five-year engagement agreement. values and goals. Client downsizings and consolidations have left us lacking that critical mass we need to pursue new busi- ness with the confidence they can't say no As the "Capital of the World," New York City is the leading urban center for to. We're a Bergen County virtual shop commerce, culture, entertainment and excitement. This distinction yields many that's self-sufficient but we need to get off the dime and grow. Write in confidence to: creative opportunities for marketing arrangements between the City of New York President, and private sector marketing partners, such as, but not limited to, product exclusivity ADWEEK Classified, Box 3870 L.515 Broadway, 12th fl. New York, NY1.00311 agreements, official sponsorships and advertising.

The City of New York is seeking a Marketing Representative to administer all FOR A/C EXEC./ aspects of a program of marketing initiatives, including developing and implementing a strategic business plan, conducting all market research and analysis, identifying CREATIVE DIR/ART DIR This will be a highly rewarding joint and contacting potential marketing partners, negotiating marketing deals and, upon venture if you have a client follow- consent from the Mayor's Office, entering into agreements with marketing partners. ingtobringto our NYC based agency which specializes in corpo- rate collateral and catalog produc- The program description and submission requirements are outlined in the RFP, tion.You canrelyon ourpro- which can be obtained in person from the Office of the Deputy Mayor for Economic fessionalstaff, state-of-the-art Development and Planning, 1 Centre Street, Suite 2358, New York, NY 10007. All equipmentandin-housephoto studiotosupportyourcurrent questions should be directed to Craig Muraskin at (212) 788-6771. Proposals must needs and our future sales efforts. be submitted to the Deputy Mayor's Office, at the above address, by Tuesday, Write: ADWEEK Classified, Box 3865 September 24, 1996, at 5:00 p.m. 1515 Broadway, 12th fl. New York, NY 10036 City of New York Rudolph W. Giuliani, Mayor Fran Reiter, Deputy Mayor Catch a Creative Genius for Economic Development and Planning ADWEEK CLASSIFIED

USE ADWEEK MAGAZINES TO GET NATIONAL EXPOSURE CLASSIFIED ADVERTISING/July 15, 1996 Page C7

OFFERS & OPPORTUNITIES EMPLOYMENT

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Something made you stop and read this ad. Maybe it's because you remember reading about us in "George" magazine where they described us as the "new media wizards." Maybe you remember seeing our side- DIRECT MARKETING splitting TV commercials featured on programs like the NBC "Today" show. Or then again, maybe you're just bored and you've already read OPPORTUNITIES IN DALLAS all the information on the cereal boxes. Regardless, let's call it fate. The Dallas office of America's leading Relationship Management Agency' is seeking experienced direct marketing professionals to Art Director expand its account service staff. Brierley & Partners serves some of You're passionate about your work. Just because the client likes it is not America's most recognized corporate names like United Airlines, good enough. You have to like it. And to you creating great work doesn't Pizza Hut, Neiman Marcus, Hertz, UPS and Hilton. have to be full of pain and suffering, it should be fun. It would also be MANAGEMENT SUPERVISOR helpful if you have been doing this for - let's say - twenty years. But if If you have 10+ years' direct marketing agency experience and want the you have two years or more of solid work, we're listening. You should also opportunity to grow with one of the nation's leading strategic and creative be MAC competent, and have experience working on retail accounts. agencies, send your resume and a letter explaining why you are the right person to join an expanding staff of marketing professionals. Copywriter ACCOUNT SUPERVISOR You understand that being able to write grammatically correct does not Successful candidate will have at least 6 years' direct marketing agency make one a copywriter. You work hard to find out what the client is truly experience, strong analytical and planning skills, superior written and oral trying to communicate, and then you do it in a memorable way. You communication skills, and a thorough understanding of marketing strategy. appreciate having the appropriate time to complete a project - the one SENIOR ACCOUNT EXECUTIVE time a year it happens. And you feel comfortable working on both Mustbe an energetic self-starter, possess strong organizational and broadcast and print. communication skills, proficiency in Word for Windows, Excel or Lotus. At least 4 years of direct marketing agency experience required. PRODUCTION DIRECTOR Please send a brief description of your experience, samples of your best Requires a minimum of 7 years' experience supervising 4 -color print as well work, and your salary requirements as soon as possible. No phone calls as laser/lettershop operations. Computer proficiency in Word for Windows will be accepted. and Excel desired. Previous staff supervision experience required. Mail to: BrabenderCox We offer a smoke -free environment, competitive wages and benefits. Mary Jane Little . Creative Director Interested candidates should send their resume and salary history, in 2100 Wharton Street . Pittsburgh, PA 15203 complete confidence, to: Brierley & Partners Attention: Human Resources Department P.O. Box 50708, Dallas, TX 75250 FAX: 214-651-1950 / Email: [email protected] Research Director Growth cable network seeks a Research professional with 5 years network or agency experience. Must possess strong quantitative skills and strong BR' ERLE6YPAKTNERS understanding of Nielsen methodology. Candidate will work with all departments at network - Ad Sales, Affiliate THE RELATIONSHIP MANAGEMENT AGENCY° Relations, Marketing. Excellent written and verbal skills required. http://wwwbrierley.com Send resume and salary requirements to: Court TV 600 Third Avenue, New York, NY 10016 Looking for the perfect job? Attn: Human Resources -RD ADWEEK CLASSIFIED COURT PageU CLASSIFIED ADVERTISING/July 15, 1996

HELP WANTED

DIRECTOR ACCOUNT PLANNERS BRAND MANAGER Leading International Hair Care DATABASE MARKETING (Freelance) Manufacturer located in Linthicum, Our top NYC agency clients need experienced Account Planners to work on McGraw-Hill, a leading information new business pitches, moderate focus groups, develop strategy and contribute MD is seeking a Brand Manager for services company with a strong re- to exploratory creative development. Research background a plus. Assignments their Headquarters operation. The putation for excellence, is seeking a are project -based or require the ability to work a flexible schedule. Send or fax a Brand Manager is the manager of all resume to: creative individual who can take an commercial activities for his/her re- aggressive approach to the overall Paladin spective brand. The Brand Manager management of a marketing data- 270 Madison Avenue, Suite 201 is personally responsible for the base and relatedlistrental data- New York, NY 10016 brand's strategic plans and the man- bases that will serve the strategic Fax 212-689-0881 business needs of our Information agement/deployment of all marketing Services Group division. Company resources placed against the brand. productsincludemagazines, B.A./B.S. degree required (MBA pre- newsletters,businessinformation MEDIA PLANNER/BUYER AND ferred), 3-5 years marketing, brand services,andagrowingon-line management or related experience FINANCIAL PERSONNEL business. required. We offer competitive salary We are looking for people withat and a comprehensive benefit least three years experience in using To qualify, you must have a college package. EOE. Please send resume degreeorequivalent, analytical DIRECTOR OF automated systems at major advertis- in confidence to: skills and a working understanding DIRECT MARKETING ing agencies. The job is to provide of the technical aspects of data- Nationalretailer seeks senior - support to our growing list of clients. Goldwell Cosmetics (U.S.A.), Inc. base marketing. Strong staff and level executive to handle all print We create and maintain a variety of 981 Corporate Blvd. project management experience as and direct marketing. 10 years software systems for advertising Linthicum Heights, MD 21090 agencies. well as experience in product and experience in list management, Attn: H.R. - Marketing Manager directmarketingandsignificant sales analysis, relational We offer a pleasant, suburban utilizationofamulti -dimensional marketing, print distribution, campus working environment, com- Worldwide, the exclusive marketing databaseiscritical. A infinity programs & the internet. petitive salary and benefits. You'll partner for the background in using a marketing Candidate must have excellent probably enjoy a shorter commute, professional hairdresser database as a proactive marketing lower taxes & summer Friday after- planning & organizational skills. noons off. tool for customer retention, market Send resume and salary history to: segmentation, new businessde- Please send or fax your resume to: Pep Boys Advertising Dept. C. Kronlsh SALES REPRESENTATIVE- velopment and to increase market- Direct Marketing Position ing productivity is essential. DSI Datatrak Systems, Inc. ADVERTISING 3111 W. Allegheny Ave. 4 Century Drive For consideration, forward your re- Philadelphia, PA 19132 Parsippany, NJ 07054 Prestigious visitor market pub- sume, salaryrequirements,and or fax (21.5) 229-1410 lication is seeking exp. Sales Pro- Fax: 201-9935793 fessionalsin cover letter to: multiple markets nationwide.Requires a min. of The McGraw-Hill Companies PEPBOYS. No phonecalls please five (5) yrs. outside selling exp., Attn: Human Resources/NAC provenrecordofdeveloping 1221 Avenue of the Americas new business/markets and exp. 20th Floor sellingmultiple products. Ad New York, NY 10020 MEDIA sales and/or publishing exp. a WRITERS.. plus. Must be open to travel We are an equal opportunity PLANNER/BUYER and/or relocation. Excl. Com- employer. PRODUCE ADS Mid sized Baltimore agency that con- pensation/benefits. The tinues to grow, has an immediate Send/FAX resume w/salary his- youACTUALLYLIKE opportunity for a planner/buyer with toryHuman ResourcesDe- McGraw-Hill a minimum of 3 years experience partment,GuestInformant, INTH ISLIFETIME!! developing targeted and creative 21200 Erwin Street, Woodland Companies print/broadcast plans. Ideal candi- Hills, CA 91367 Forget big agency politics where date should also possess business - Fax (818) 716-7583. to -business and consumer product your work doesn't even get background. Must be computer lit- DYNAMIC MARKETING presented, much less produced. erate and a team player. This is an EXECUTIVE Be a big player in a small & fun excellent opportunity to have im- Excitingmarketing position for agency with a diverse client list pact at one of the region's best INTERACTIVE CD-ROM dynamic, creative exec with knowl- to work on TV, Radio and Print. known and most respected firms. edge of Chinese culture & media! ADVERTISING SALES 5+years experience required. Mail resume and cover letter to: U.S. high tech/high growth, finan- 2Way Media, Inc., publisher of the top - cial company requires min. 3-5 yrs. ADWEEK Classified, Box 3873 selling, highly rated entertainment CD- Fax resumes and salary requirements solidmarketing/advertisingexperi- 1515 Broadway, 12th fl. ROM LAUNCH,hasopeningsfor ence, comprehensive knowledge of to CD: 212.727.7899 New York, NY 10036 NYC- and LA -based advertising sales PRC media in the U.S., planning & executives. implementationofChinese com- LAUNCH is advertising supported and munity events. Communications/ has a track record of attracting major, national advertisers.Positions entails marketing degree a plus. High en- BOOKKEEPER DESIGNER/ILLUSTRATOR selling and developing innovative, in- ergy & marketing smarts a must for Fashion advertising agency with ac- We areatalented and creative teractiveadvertising,working with this rare, exciting opportunity! crual books seeks f/t bookkeeper group looking for one in the same. bothagenciesandclients. Ad Fax resume to: with 3-5 years in-house experience If you are MAC proficient, a marvel agency,brand management and/or salesexperiencerequired. Help 202-833-2279 for a/p, air, taxes, ins., etc. Must be at illustrating, and a proactive team advertisers effectively use this power- familiar w/ Peachtree Acc't,Win- player with 2-3 years design expe- ful new medium. dows, and Macs. Fax resume and rience, fax your resume & salary Fax resume to Susan at CALL 1-800-7-ADWEEK salary reqs. to 212-533-5058. req. to (212) 505-9589. (310) 576-6070

RATES for Employment and Offers & Opportunities 1-800-7-ADWEEK Classified Manager: M. Morris Classified Asst: Michele Golden MINIMUM: 1 Column x 1 inch for 1 week: $148.00, 1/2 inch increments: $74.00 week. The Identity of box number advertisers cannot be revealed. If ADWEEK must typeset Rates apply to EAST edition. Special offers: Run 2 consecutive weeks, take 15% off sec- ad, charge is $15.00. Deadline for all ads in ADWEEK EAST Is Wednesday, 4:30 p.m. ond insertion. Frequency, regional -combination, and national discounts available. Charge If classified is filled prior to closing, ads will be held for the next issue, Classified Is corn- for ADWEEK box number: $30.00/week. Replies mailed daily to advertisers. Readers missionable when ad agencies place ads for clients. No proofs can be shown. Charge responding to any ads with box numbers are advised not to send samples unless they are your ad to American Express, Mastercard or Visa, ADWEEK CLASSIFIED, 1515 Broad- duplicates or need not be returned. We are not responsible for recovery of samples. way, 12th fl. New York, NY 10036. 1-800-723-9335 Fax: 212-536-5315. CLASSIFIED ADVERTISING/July 15, 1996 Page C9

HELP WANTED

Advertising TMP Worldwide, a leading Yellow THIS WEEK'S Pages, Recruitment and Interactive Your Media advertising agency, creates OPPORTUNITIES OF A LIFETIME. unique advertising strategies with global reach and a customized focus, approach. A diverse and top-notch client roster benefits from our We've just won a large, exciting piece of new business unrivaled depth of experience, and we need lots of new folks for our San Francisco office. our creative ability and client service commitment. Because we are rapidly expanding, there is much Senior Account Planner insight,promise for individual growth and opportunity within our organization. Account Supervisor new We currently seek the following: Account Executive Marketing Manager New York Based Budget Coordinator Vision You will develop, maintain and enhance client relationships as Project Manager well as work with our account teams, creative and clients in the Media Supervisor development of strategic marketing concepts. You'll contribute to the Media Planner division's profitability by generating revenue streams with new and Media Buyer existing products/services (interac- tive, collateral, marketing research, etc...). A key responsibility will also Production Manager be to propose and coordinate qualitative and quantitative Avid Operator research projects. The successful candidate will possess 5 years of marketing, advertising or agency KETCHUMC52/DVERTISING related experience coupled with 1-415-984-6200 excellent communications and pre- sentation skills. Extensive travel is Ntik, (,) r,,,t 111N1,1(7. 14'1>i1111!ArOiil(tkl. also required. For immediate consideration, fax or forward your resume and salary history to: TMP Worldwide, Dept. ML, 1633 Broadway, 33rd Fl., THE NAME TO KNOW New York, NY 10019. Fax: 212- IN TELECOMMUNICATIONS 527-8633. EOE. A Sales Manager, Consumer Promotions TVIP Worldwidem Northeast Find a bright A leader in the growing prepaid calling card industry has an exciting career opportunity for a future with Frontier.highly motivated, creative individual to market our pre -paid promotional programs to Fortune A Fortune SOO 500 companies and promotion agencies. You will PUBLISHER - INTERNET sell and execute account specific and market wide telecommunicationsadvertising and promotion campaigns. In addition, CCI, publisher of a number of consumer magazines seeks to appoint you will work on product development, business an advertisingsales professional as publisherofitsInformation leader and the evaluation and strategic planning. We require 5+ Technology Division. nation's fifth largestyears' experience in consumer promotions and The main responsibility of this position is that of product champion for strong presentation skills. Extensive travel 1 -Way Magazine, which is an established bimonthly and will be mov- long distance required. Background in advertising or experience ing into monthly frequency. The IT division is also supported by a series with a sales promotion agency are a plus. of how-to magazines covering Windows and DOS operating systems. company. Frontier offers a highly attractive compensation The ideal candidate must be able to demonstrate a successful package and opportunity for professional career in advertising sales and will have held the post of ad director advancement. Please fax (716-232-1045) or or equivalent for at least three years. Specific involvement in the In- send resume to: Professional Staffing -ED, ternet will be of great value, as well as a background in consumer com- Frontier Corporation, 180 S. Clinton Ave., puter publishing. The successful candidate willbe able to de- Rochester, NY 14646. For more company info, monstrate the ability to develop strategies for growing core business, visit our Web site: hftp://vsww.frontiercorp.com handle field responsibilities and direct and manage a team. This is an ideal opportunity for a self-starter looking for an opportunity We are an equal opportunity to take complete control of a magazine and its position within the employer and value diversity marketplace. We are offering excellent compensation and benefits in the workplace. o-n-lier package. CCI is an equal opportunity employer and part of IDG. NYSE: FRO What Telecommunications is coming to. Please send resume and cover letterto Jayne Engel, Human Resources Director, Connell Communications, Inc., 86 Elm Street, Long Distance Local Service Wireless Equipment Info Services Peterborough, NH 03458. Page C10 CLASSIFIED ADVERTISING/July 15, 1996

HELP WANTED

DIRECT MARKETING ROCKY ADVERTISING TRAFFIC COORDINATOR MOUNTAIN ACCOUNT SUPERVISOR Fast -pacedDirectMarketing Looking for a challenge? Medium DIRECTOR CREATIVE Divisionofaleading New York BUYER sizedflatirondistrictad agency SERVICES Advertising Agency seeks an ag- Leading Colorado agency seeking seeks an experiencedAccount gressive,organizedTraffic Supervisor. Must have financial in- Notional retailer seeks senior -level Coordinator with a "you can't stop Media Buyer withnation-wide & Creative Services Director for in-house Canadian broadcast experience. dustry experience preferably bank- me now" attitude. Candidate must ing advertising. The ideal candidate Advertising Dept. Minimum 10 years We need a thinker who isself - experience in a design environment possess at least 6 months Direct will be a proven strategic thinker Marketing experience. Salary in the motivated,energetic,detail- with 5+ years advertising agency working in television, print, radio and 30's, full benefits. If this ad sounds oreineted team player with 2 years experience, 1 yearat ASlevel, web site development. Candidate must experience. Computer skills in WP, have excellent management, planning like you, please send a cover letter management skills and can make and organizational skills. with resume in confidence to: Excel, & MM+ necessary.Mail re- things happen fast. Mac proficiency is required. Christine Martin sume with salary requirements to: Please fax resume Send resume and salary history to: Director of Human Resources Media Director with salary requirements to: Pep Boys Advertising Dept. JMCT Graham Advertising 445 Park Avenue (212) 929-3720 Creative Services Position 525 Communication Circle 3111 W. Allegheny Ave. New York, NY 10022 Philadelphia, PA 19132 No calls! Colorado Springs, CO 80905 or fax (215) 229-1410 or Fax to (719) 635-7071 But you can fax us: ADVERTISING SALES 212-308-4984 No phone calls, please. PEPBOYS Major national consumer magazine servingtheentrepreneurialbusi- ness market is seeking an Account Manager for the New York office. ATTENTION AD SALES ACCOUNT EXECUTIVE Candidates should have 2-3 years New York City Advertising Sales of- Terrific Growth Opportunity ad sales experience, strong verbal WEB DESIGNERS ficeisin search of a sales pro- and written communication skills as The Electronic Publishing Group of fessionalforthreehighprofile for the Right Person! well as the ability to make high- the publishersof Billboard, youth magazines including Amer- Fast growing full service North Cen- level client/agency contacts for na- Adweek, Hollywood Reporter, Musi- ica's largest youth publication. Op- tralNJ ad agency needs smart, tionalaccounts. Send or faxre- cian, and Backstage magazines is portunity to manage an extensive motivated AE with 5-8 years agen- sume to: seeking a full-time web designer regional client list. This position re- cy/accountexperienceandnew Rob Floyd experienced ingraphic/multimedia quires 6 years of consumer advertis- business development. Must be but- Eastern Sales Director design and HTML programming. ing sales experience and a proven toned up, pro -active and detail or- Success Magazine Candidate should be experienced record of strong agency/client rela- iented. Direct marketing and pro- 230 Park Avenue, 7th Floor tionships. Applicant should be an ductionexperiencea bigplus. New York, NY 10169 in Photoshop and the Quark Pub- energeticself-starter,aggressive, Sendresume & salaryrequire- lishing System as well as HTML, Gif and enthusiastic with a knowledge ments to: Fax: (212) 599-0783 animation, imagemappingand of youthprint,sports marketing, B. Haas frames. Forward resume and salary packagedgoodsand multi -title Linen & Harrison requirements/history: sales.Attractivecompensation 306 Main Street Fax (212) 536-5310 package and excellent benefits. Millburn, NJ 07041 MEDIA DIRECTOR E-mail IheymannginterporInet Fax resume to 212-889-4513 No phone calls. Hotlanta needs you! Atlanta advertis- ingagencyseeksmediapro- fessionals accomplished in running a retail buying department. Must have NEWSPAPER ASSOCIATE COPYWRITER P/T CREATIVE DIRECTOR 5+ years experience in buying radio, TV and print in numerous markets. 3-5 years experience at a newspa- We've got a great opportunity for a WHO CAN DO IT ALL! mid to senior level writer who is Will supervise 5 people. Excellent com- per, or heavy newspaper planning puter (MM+, Lotus, Word Pro) and highlyconceptualand ateam NYC agency needs CD who can de- atadvertising agency.Familiarity communicationskillscoupled with with Simmons, Scarborough, CMR, player. Must be comfortable with liver the "Big Idea" for Radio, TV, the ability to handle multiple projects accounts. Samples and on-line systems preferred. Com- technology Print & New Business. Must be a must. Candidate must be highly should prove you've got a flair for ex- pensation commensurate withex- hands --on w/concepts,copy & organized, detail oriented, and flexi- citing ad copy that sells, because broadcast prod. Diverse accts inci ble. Mall or fax a resume, salary perience. Write or fax: we'reaccustomedto winning history and salary requirements to: Researcher awards for our heavy -hitting B -to -B retail, food, business -to -business. ADWEEK Classified -Box SE00225, c/o B. Goldstein and consumer clients. Please send resume, samples (incl 1515 Broadway, 12thfl.,NY, NY Sawyer -Ferguson -Walker Send resume, samples, radio cassettes & 1/2" TV reels), sal 10036 or fax 770/448-9312. 90 Park Avenue and salary history to CD reqs & availability: New York, NY 1 001 6-1 301 Bradford Communications Dept CD FAX: 212-455-5659 PO Box 3081, Hickory, NC 28603 PO Box 1723 ACCOUNT An equal opportunity employer. or fax 704-322-9025 New York, NY 10017 SUPERVISOR Midtown agency withexceptional We're in a growth mode .3 you'll have a chance to client list is looking for an Account RESEARCH ANALYST let your career propel in recruitment advertising. TRAFFIC MANAGER Supervisor. 5-7years package PRINT MEDIA MANAGER. CLIENT SERVICES National Agencyinthe southeast goods,strongwritten& verbal skills, outgoing personality, and com- Nat'l ad sales firm seeks highly Quick thinker, doer, presenter & go-getter will thrive. needs a traffic manager to handle ac- motivated,numbers -orientedand Seeking seasoned pro w/eidensive exp managing earl counts without supervision. Must be plete understanding of managing a computer literateindividualtofill accounts. Must be capable of thinking outside the box detail oriented with strong organiza- business is essential!!! OTC expe- full-timeposition. Applicants must & articulating w/high powered HR professionals. tionalskills to schedule and meet rience a +. Please send or fax re- have atleast one year ofprint sume and salary requirements to: mediaplanningexperience,and NEW BUSINESS SALESPEOPLE/MGRS deadlines. Minimum 3 years agency must be familiar withMRI, Sim- Big picture strategies & major account wins make you experience. Publicis/Bloom mons and MMR. Knowledge of In- the person we're looking to speak with. We've got that Send resume and salary requirements to: 304 East 45th Street telliquest and J.D. Powers a plus. next level oppty for you to step into. Openings in major Director of Recruitment New York, NY 10017 Fax resumes to: cities. Unlimited earnings potential. 501 North Allen Avenue Attn: HR -AS (212) 768-7841 FAX letter of interest & details about your adv exp to: Attn: Kristen Masterson Corp. HR Dept., BSA ADVERTISING, 212-599-7460 Richmond, Virginia 23220 FAX: (212) 949-0499

DEDICATE YOUR FILM & TV JOBS CREATIVITY TO Entry level to senior level professional USE ADWEEK MAGAZINES jobs in entertainment nationwide CLASSIFIED (cable & TV networks, film/TV studios, Send Us Camera Ready Art Work.Your ad will stand out from the others and get better TV stations,etc.). 2x/mo. For Info., TO GET NATIONAL EXPOSURE. results, it you are creative and design an ad Entertainment Employment Journal: that sells your jobs to potential employees (800) 335-4335 (818) 901-6330 Call 1-800-7-ADWEEK and get the details. CLASSIFIED ADVERTISING/July 15, 1996 Page C11

HELP WANTED PRODUCT DEVELOPER NORTHWEST This position in our Energy Services business is challenging because of our rapid- AIRLINES ly changing environment as the utility industry becomes deregulated. We are seeking product developers with experience in market assessment, product positioning, pricing, team selling and product management. You must have demonstrated P&L results and be a positive, high energy person. You must be comfortable pioneering processes to get to market with successes as ADVERTISING MEDIA MANAGER both a team leader and player. Northwest Airlines is seeking a highly motivated and creative individual to fill our Advertising Media Manager position. The responsibilities include devel- Qualified candidates must have 5+ years business experience with 3 years of oping, managing and administering strategic media plans that support our either business -to -business or consumer product development. Excellent writ- company's corporate marketing and communication objectives. This individual ten and verbal communication and strong PC skills are required. An MBA or would direct both internal and external resources in the creation and execution of consumer and trade media plans with a worldwide scope of responsibility. other advanced degree is desirable; a BA is required, preferably in a technical The ideal candidate will have 5+ years of experience in advertising media with field. a large corporation or agency, degree in advertising/marketing, graduate degree The position located in Newark, DE offers a team focused, fast growing environ- preferred, thorough knowledge of advertising/marketing and media planning dis- ment with competitive compensation and career growth opportunities. ciplines. The individual must have a demonstrated ability to manage multiple projects simultaneously while supervising a budget tracking and reporting Send resume with salary requirements to: system supporting consumer and trade communications. Employment Department Northwest offers an excellent compensation package. Interested candidates should send or fax a resume and cover letter with salary expectations to: P.O. Box 231 Wilmington, DE 19899 (Ref #734) Leanne Smith EOE Northwest Airlines 5101 Northwest Drive, Department A1410 St. Paul, MN 55111-3034 Delmarva FAX: (612) 727-4676 No phone calls please. pnmelf Northwest Airlines recognizes and values diversity.We are an Equal Opportunity Employer.

COPYWRITERS OPPORTUNITY IS KNOCKING TWICE One of New Jersey's fastest growing,award -winningad agencies has two open- WANTED ings. So don't just sit there! Three New Products To Launch! Assistant Art Director Bucks County's largest publisher is expanding again! Help us make way for Are you a fresh -thinking, fast-moving, hard-working assistant art director with 1-3 two new technology products and a sales publication. yrs agency experience and computer literateinQuark, Photoshop andIl- Marketing Copywriter/In-House Services: Create sizzling direct mail pro- lustrator? Send us your resume and samples. motions & collateral that pull unprecedented results from our clients. Mini- mum 3-5 yrs copywriting experience. Must like a fast pace & have super in- Account Executive terpersonal skills. Dept. MC3. Min. 3-5 years account management exp., financial exp. helpful. Must be pro- active with strong strategic planning/analysis ability. Excellent written, verbal and Copywriter/Client Ads, Plus: Write on -screen & print ads for our numerous presentation skills required. clients, plus direct mail & collateral copy when needed. 1-3 yrs copywriting experience. Dept. MC1. Fax or Mail resume and salary requirements to: For both positions: send a cover letter that sells YOU as well as you'd sell Human Resources, The Lunar Group, Inc. our products, along with salary requirements, to NBS, 1120 Wheeler Way, 9 Whippany Road, Whippany, NJ 07981 Langhorne, PA 19047 or fax: (215) 750-3686. EOE Fax: 201-887-3722 NBS We're an Equal Opportunity Employer

ACCOUNT SUPERVISOR AD/MARKETING AGENCY Direct Marketing ACCOUNT SUPERVISOR Large mid -Atlantic direct marketing agency has an immediate opening for an energetic, results -oriented Account Supervisor. This individual will be responsi- If you've got 5 yrs. solid brand building direct & promo. exp. we're in- ble for developing and executing marketing strategies across all DR media for a terested in you. If you are a "Type A" strategic thinker and writer exp'd prestigious national client. on diverse accts and have ad agency exp. (client side is good, too) The successful applicant will have a minimum of five years experience. Ability to fax our 15 person team your credentials: manage multiple client contacts is essential; previous experience in healthcare, insurance and/or financial services is a definite plus. You will also need strong ADV Marketing Group written and oral communication skills. We offer the right applicant a fast -paced, challenging and fun environment with 203-324-4680 lots of room to grow. Send resume to: Genny Resch W.B. Doner & Company 400 E. Pratt Street, Baltimore, MD 21202 EOE FINANCIAL DIRECTOR Fast growing Chicago advertising and new media firm is looking for a hands on Financial Director. 8-10 years agency experience required. Self motivation and leadership abilities a must. Individual will manage a variety of responsibilities in- cluding client negotiations, day to day business activities, as well as external SALES PROFESSIONAL NEEDED handling of corporate financial matters. Person will work closely with CFO and Leading magazine company has a top sales position open. 3-5 years selling ex- COO. Competitive compensation package offered. Great opportunity to be an in- perience; an understanding of consumer magazines and high tech marketing a tegral part of a team of dedicated and talented individuals who thrive on great work within a unique company culture. plus. Creative thinker, great presenter, hard worker and proven go-getter all re- ADWEEK Classified, Box 3506 quired. Generous pkg. of salary & comm & benefits. Send resume & sal. history: 936 Merchandise Mart ADWEEK Classified, Box 3863, 1515 Broadway, 12th fl., NY, NY 10036 Chicago, IL 60654 Page C12 CLASSIFIED ADVERTISING/July 15, 1996

HELP WANTED

SAVVY SALES REP ASS'T MEDIA PLANNER EXTREMELY BUSY A MEDIA BUYER'S Established audio post production NYC -basedadvertising/marketing BARTER ADVERTISING MOVE UP! facilityis looking to grow its busi- communications agency seeks in- novative, highly organized individu- Fast-growing WhitePlainsmedia ness. We need a motivated, alfor junioradvertisingposition. COMPANY company seeks media buyer with dynamic salesperson with an estab- Primary responsibilities will include seeks experienced & qualified appli- 5+ yrs. experience.Position lished ad agency client base. Re- print media planning and budget cantsinseveral job descriptions: supervises media buying/ad agen- sume & references a must. Base control, as well as some assistant Media Trader, Travel, Promotion & cies on behalf of advertisers. Hu- salary plus commission and bene- account exec. jobfunctions.Ex- Merchandise Services. Salary com- mane 9-5:30 hours, casual dress, fits. If you know the players and un- cellentopportunity forgrowth. mensurate with experience. Good window office. Spot TV buying exp. derstand the game, please fax re- Salary low 20's. Fax resume to: benefit package. req, kids' media is a +. sume to: 212-741-6931 Please FAX ONLY 212-751-3593 Fax resume & sal. req. to: 212-953-3129 ATTN: Pat Jones ATTN: Maria Rivera 914-696-0421

SENIOR COPYWRITER Media Supervisor/ CIRCULATION MANAGER MARK YOUR CALENDARS Fast-growing 10m agency inscenic TV Buyer for top notch creative directories. BlueRidgeMountainsseekssea- Creative marketing mind needed. August Deadline soned copywriter for senior level posi- SF Ad Agcy & Mktg Co. seeks strong, Managerwillberesponsiblefor energetic TV Buyer. Must have 8+ yrs tion.Must be experienced in broad- circulation of 80,000 books a year. experience buying broadcast TVin Willoversee researchontop SERVICES & RESOURCES cast & print. Send resume & non- multi -DMA's.Willalsosupervise & returnablesamples to: Creative assist several buyers in same office. creativeswithinthedesign and Director, Agency uses MM+ software. Send or advertising communities and sea- Thursday fax resume & cover letter to: sonal staff of five. Send resume and The Alpha Group JP Adv., salary requirement to July 25 218 Patton Avenue 425 California Street, #1300, Publisher, The Black Book 3:00 p.m. Asheville, NC 28801 San Francisco, CA 94104. 10 Astor Place or fax them to 704-258-9920 FAX: 415-397-0103 New York, NY 10003 All copy must be submitted in writing. r THE CONVENIENT CLASSIFIED CONTACT FORM USE THIS HANDY COUPON TO FAX OR MAIL YOUR AD CLASSIFIED MANAGER: M. MORRIS ADWEEK MAIL TO : ADWEEK CLASSIFIED 12TH FL. 1515 BROADWAY, NEW YORK, NY 10036 BRANDWEEK PHONE: 1(800) 7-ADWEEK OR FAX (212) 536-5315 REGION: East New England Southeast MEDIAWEEK Midwest Southwest West All CATEGORY PAYMENT *FREQUENCY: lx 2x 4x CHECK MASTERCARD VISA AMER.EXP. MORE: (Specify) Signature Cardholder's Name *Not applicable to Advertising Services Categories Card #

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CALENDAR

Competitive Media Report- Media Notes ing will sponsor a breakfast seminar titled "Competi- NEWS OF THE MARKET tive Monitoring for the Consumer Media: Where Will the Internet Fit?" July Smith to Top 'Working Woman' director, formerly of Newsweek Channel Communications and 17 attheMcGraw-Hill NancySmith has been named and Us, will fill the gap. Span - WVEZ to privately owned Building in New York. Con- editor -in -chief of MacDonald feller left Inc. to head Ziff - Regent Communications for a tact Jackie Bazan at 212- Communications' Working Davis' Yahoo! Internet Life. total of $19.5 million. Separate- 789-1469. Woman. Smith, formerly of ly, SFX Broadcasting an- Conde Nast's Self and Texas SFX Wins Some, Loses Some nounced last week that it had Two newspaper confer- Monthly, replaces Lynn Povich, SFX Broadcasting last week sold three of its Washington, ences will take place July now a consultant for NBC and acquired the majority of the D.C., radio stations to Bon- 21-24 in Chicago:the Microsoft's new media venture. assets of privately owned Prism neville International Corp. of Newspaper Association of Jay MacDonald's corporation Radio PartnersL.P.for $82.8 Salt Lake City for $25 million. America Marketing Confer- bought Working Woman, Work- million, including 13 radio sta- The stations are WXTR-FM, ence and the NAA Foun- ing Mother and Ms. from Dale tions (8 FMs and 5 AMs) in WXVR-FM and WQSI-AM. dation Conference on Lang early last month. Jacksonville, Fla.; Raleigh, N.C.; SFX will continue to own and Newspapers in Education. Tucson, Ariz.; and Wichita, operate WHFS-FM, which Registration required. For Ladies' Hoops on SportsChannel Kan. SFX also plans to acquire serves D.C. and Baltimore. more information, contact SportsChannel Regional Net- Prism's three Louisville stations the NAA's meeting depart- work last week signed a two-year (WTFX-FM, WWKY-AM and Blair Has New Beat ment at 703-648-1280. agreement to carry the women's WVEZ-FM), as previously Blair Underwood, former L.A. American Basketball League, announced. SFX will then sell Law cast member and film star Oregon Cable Telecommu- which will hit the hardwood this WTFX and WWKY to Clear (Just Cause), will join ABC's nications Association will October. The deal, which hold its 25th annual con- includes a three-year option and vention and trade show encompasses worldwide rights, July 28-30 at the Inn of the marketing, advertising, promo- Seventh Mountain, Bend, tions, merchandising and new Ore. Contact: 503-362-8838. media ventures, has Sports - Channel carrying 14 regular - Camp Internet, covering season games, the All Star the latest in Internet market- game, two playoff games and all ing, will be held Aug. 3-6 at clinching championship games. the Hyatt Regency Resort in The ABL teams include nine Beaver Creek, Colo. The members of the 1996 U.S. event will include outdoor Olympic basketball team. recreational activities. Con- tact: 800-538-5053. ESPN Expands 'GamePlan' ESPN "GamePlan," the new Women in Cable & Tele- out -of -market college football communications presents pay -per -view package, has been Newsweek'sworld, and you're welcome to it its Telco 101: Cable Meets expanded to incorporate more Telephony two-day course than 100 games, up from 54 in Minneapolis Sept. 12-13. games last year. The package is A Place for Ad Folks Contact Molly Coyle at 312- offered through cable operators, A new Web site from Newsweek could keep media plan- 634-2353. wireless operators and satellite ners and buyers from being buried under a mound of services. The suggested retail media kits. Last week, the -iewsweekly launched medi- MagazinePublishersof price on the deal is $79, but early aspot.com, described as the first site solely devoted to the America presents a half -day buyers can get it for $69. The ad community and offering the rate card and e-mail links to seminar, Internet Publishing per -day price is $9.95. Newsweek's entire sales staff. The site, created by Mezzi- Operations, Strategy and na/Brown, also hammers home the extent of Newsweek's Management, Sept. 26 at McDonough to Head 'Inc.' political coverage. If all goes as planned, media execs will MPA's New York headquar- Areplacement for former Inc. leave the site knowing how much a single -page, four-color ters. Registration required. publisher Jim Spanfeller has ad costs and, via a trivia -gave section, that Pat Buchanan Contact: 212-872-3700. been named. J. Riley McDo- employs a South American housekeeper. nough, promoted from Inc. ad PAGE 26 http://www.mediaweek.com MEDIAWEEK July 15, 1996 Media Notes CONTINUED

High Incident for the new fall on Saturday and Sunday. The Site season, launching in September. will contain daily news coverage, The Thursday -night drama, feature segments, consumer from Dream Works Television, advice, commentary and inter- centers on a group of suburban views covering the impact of Southern California cops. The computer technology. The series, series, one of the first from the created through a partnership fledgling studio, returned to between MSNBC and Ziff -Davis ABC's schedule last week. TV, will have a dedicated Web Hachette hopes Steinfeld works out Underwood is set to play Mike site allowing viewers to get more Rhoades, a patrol officer who information about televised seg- transfers from an inner-city gang ments and give feedback. Jake to Get Ink beat to the suburban precinct. Hachette Filipacchi Magazines will partner with Body by He will be part of an ensemble 'Bazaar' Heads for South Korea Jake Enterprises to launchBody By Jakemagazine in Jan- cast that includes David Keith, Harper's Bazaar is launching a uary. TV fitness guru Jake Steinfeld, who owns cable net- Matthew Beck and Matt Craven. South Korean edition. Hearst work Fit TV, will be editor -in -chief. The start-up will publish Magazines International has bimonthly, with circulation of around 300,000. CMR Expands Web Tracking made a licensing agreement with Competitive Media Reporting Kaya Media, which also publish- has expanded the number of Web es Hearst's Korean Esquire. The Ullman to Announce Emmys Lemmings Game Coming to TV sites it tracks to include the Korean Harper's will have a cir- Prime -time Emmy nominations Lancit Media and Columbia online venues of PointCast and culation of 100,000 when it hits will be announced this Thurs- TriStar Television plan to bring cable networks. The service, newsstands this week. day at the Academy of Televi- Lemmings, a best-selling interac- called AdLab, also tracks a sion Arts & Sciences in North tive game, to television under a dozen newspaper sites and the 'Home' Has Designs on Web Hollywood. Five -time Emmy coproduction deal announced online versions of consumer Traditional Home, the fast-grow-winner Tracey Ullman and last week. The TV series is magazines. CMR, a longtime ing Meredith shelter book, has Rich Frank, president of ATAS scheduled to launch in fall '97; tracker of advertising spending, is launched DesignerFinder on the and an executive at C3, will the outlet has yet to be named. a VNU Marketing Information World Wide Web. The site at announce nominations for the Cecily Truett, chairman and ceo Services company. www.designerfinder.com pro- 48th Annual Primetime Emmy of Lancit, and Larry Lancit, vides immediate on -screen Awards. The show will air president, will executive produce. E! Online Hires Hachette Exec access to lists of designers and Sept. 8 on ABC. Paul Reiser E! Online has continued its hir- decorators, organized by city will host, along with Oprah Advance Launches Biz News Site ing spree in preparation for the and style. Winfrey and Michael J. Fox. AdvancePublications recently launch of its Web site. Last week launched a new site on the World the service, being produced as a K -Ill's Latest Buy, Sell 'Animaniacs' Beats 'Zen' Wide Web that focuses on busi- joint venture with C/Net, hired K -Ill has acquired from USA For the first time, Steven Spiel - ness news from 28 cities. The John Dawson as its vp/advertis- Sports, PFWA Investors and berg Presents Animaniacs venue, at www.amcity.com, is ing sales. Dawson previously was Jones Sports the Chicago -based snagged better Saturday -morning being coordinated through publisher, new media, at Pro Football Weekly and its affili- ratings than formidable competi- Advance's American City Busi- Hachette Filipacchi Multimedia. ated businesses. The 100,000- tor Fox's Power Rangers Zeo. ness Journals subsidiary. circ title previews and reviews Animaniacs, the flagship pro- MSNBC Unveils 'Site' every NFL game and provides gram of Kids WB, scored a 2.7 King World Places '0TH' Hosts MSNBC's daily dose of technol- complete statistical informa- rating/16 share during the second King World Productions has ogy begins today with The Site, a tion...K-III's subsidiary Intertec half of an hour block on June 29, placed the hosts of its aborted Off prime -time, hour-long show that sold its cash -management edging out Zeo's 2.6/16. In the the Hook music magazine (Medi- will examine the high-tech world monthly, Corporate Cashflow, to David -and -Goliath battle of kids aweek, June 3) on a new youth - and how its affects work, home CFO Publishing, a division of programming, Kids WB saw four oriented segment of its American life, education, entertainment the company that publishes The of its shows land in the top 10 Journal news magazine. Heading and culture. The show, hosted by Economist. Cashflow will be that Saturday. Along with Ani- up a group of eight new reporters former KRON-TV reporter merged with CFO's eight -per - maniacs, Pinky and the Brain, being billed as "Team AT" are Soledad O'Brien, runs each year Treasury & Risk Manage- Freakazoid and Earthworm Jim former OTH hosts Karen "Duff" weeknight, with special editions ment, circ 46,000. pulled in strong numbers. Duffy and Steve Santagati. STUDENT #21,687

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We help careers take off MEDIA SCHOOL DATES If you work in an ad agency, buying service or in-house media department you should - of course! New York August 1,2 Tampa November 7,8 Boston November 12,13 - attend The Media School. But there are many Cincinnati August 7,8 Denver August 13,14 Los Angeles November other careers which can get a boost from a good Minneapolis August 22,23 12,13,14* grounding in the fundamentals of planning and buy- New Orleans November 18,19 San Diego September 18,19 Philadelphia November 20,21 ing all kinds of media. From the beginner to the new New York September CEO... from the sales rep to the marketing execu- 18,19,20* New York December 2,3 tive...our students are a varied group. Chicago September 26,27 San Francisco December 4,5,6 Chicago December 11,12,13 Atlanta October 1,2,3* Our teachers paid their dues at agencies like Dallas October 17,18 J. Walter Thompson and DDB Needham. They trans- Seattle October 21,22 Washington, DC October 23,24,25* late media jargon into English and share their professionalism with you. Presentation Skills Workshop offered in this city Please send me more information. I'm interested in Extra-Presentation Skills Workshop City Date Add an optional third day and practice organizing and presenting a real media plan. We'll help make I'm interested in on -site classes. you a star. Name Company Call 610-649-0704 or Fax 610-642-3615 Address ...to register for class, to get information, to get a City State Zip brochure or to set up special classes at your own Telephone offices. Or, just use the coupon at right and mail it to The Media School, Box 110 Ardmore, PA 19003. Mali to: The Media School,Box 110, Ardmore, PA 19003

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BIG DEAL

Coca-Cola Real Money Advertiser: Coca-Cola Begins: Fall ADVERTISING ACTIVITY IN THE MEDIA MARKETPLACE Budget: $45 million Media: TV HALLS MENTHO-LYPTUS COUGH DROPS up: a $5-10 million on -pack, TV andFSI Coca-Cola this fall will team up Advertiser: blamer -Lambert blitz tied to the holiday -season video release with ABC's Monday Night Foot- Agency: J. Walter Thompson, N.Y. of Walt Disney's ToyStory. ball and Wal-Mart for a $45 mil- Begins: Fall "We expect to havefewer,more relevant lion -plus watch -and -win sweepstakes, Budget: $20 million (est.) sponsorships going forward, and do a bet- dangling a fan's ultimate grand prize: two Media: TV,print ter job of leveraging those," said Carol Tri- tickets to the Super Bowl for life. The Warner-Lambert's American Chicle divi- fone, manager of consumer promotions. "Red Zone" promo will be splashed across sion will tackle the cold and flu season with "The NFL probably won't make the cut," more than a billion packages and major a new "advanced vapor action" Halls Men- meaning this fall will be OS' last season displays in all Coke distribution channels, tho-Lyptus cough drop and roughly $20 with the league. and use MNF's on -air team to integrate million in ad spending, a 20 -percent However, Trifone said OS "definitely" promotion into telecasts. increase over last year. would stick with the NCAA because of its The "Red Zone" game will be the cen- Halls Mentho-Lyptus, flagship of a four - relevance to the single -serve business. Other terpiece of a fall marketing plan to follow flavor cough -drop line, hypes added men- likely keepers are the Women's Sports Foun- on the heels of Coke's extensive presence thol without the unpleasant aroma that dation and Dennis Conner's Stars & Stripes at this month's Olympic Games. Coke accompanies the ingredient. racing yacht. will follow in November with a reprise of The new cough drop hits the shelves in OS' major fall promo timed to the late - its arty Santa Claus packages to drive hol- September. Soon after, the company will October release of the home video Toy Story iday stock -ups. roll out a print and TV campaign that fea- will involve the entire product line of foods "Red Zone" participants collect num- tures the new product as well as the other and beverages and get a strong push includ- bers printed on cans and bottle caps of 20 - Halls flavors. Officials wouldn't comment ing TV spots breaking in mid -October, two oz., 1 -liter and 2 -liter packages and watch on the campaign theme. free-standing inserts in November and plugs the ABC telecast to determine Last year, in the video. TV spots, from agency North the total number of points Warner-Lambert Castle Partners, Stamford, Conn., will play scored by both teams from spent $16.5 million off OS' next "Crave the Wave" brand cam- within the 20 -yard line, or the advertising the paign breaking in September. Disney is "Red Zone." At the close of Halls brand, per expected to sell more than 20 million, at a each game, ABC's announcers Competitive Media street price of roughly $17. will tally the points and urge Reporting. In the Trifone expects the promo, from Reach viewers with corresponding year ended May Marketing, Westport, Conn., to hit the broad numbers to call a toll -free 19, Halls flagship range of consumers in the market for kids' number. The first 1,000 callers did $120 million in gifts during the holiday season, a crucial peri- each week get a free Starter sales, for almost a od for the co-op. The promo runs through Team NFL jacket and qualify third of the $389 next spring. for the grand prize Super Bowl million cough -drop Purchasers of any four Ocean Spray prod- ticket -for -life drawing. category, per ucts, ranging from cranberry sauce and The deal benefits ABC by Information Craisins to the drinks, plus the video, will get keeping more of its Monday Resources Inc. a free pair of custom -designed cups featuring Night Football audience tuned -By Sean Mehegan Toy Story characters Woody and Buzz into the entire telecast, whose Lightyear. Four -packs of single -serve drinks ratings drop off sharply when are included, but only through the grocery game -play extends past midnight. The OCEAN SPRAY PRODUCTS channel. -By Geny Khennouch telecast averages a 17.1 rating/29 share, Advertiser: Ocean Spray per Nielsen, but in some markets those Agency: NorthCastle Partners, Stamford, figures drop in half by the end of the Conn.; Reach Marketing, Westport, Conn. DOLE PACKAGED FOODS/MICROSOFT game. With rival Fox Sports pushing the Begins:October SOFTWARE envelope on talent -laden promo efforts, Budget:$5-10 million Advertiser: Dole/Microsoft ABC isn't likely to suffer much criticism Media: TV, FSI Agency: Flair Communications,Chicago for allowing announcers Al Michaels, Ocean Spray likely will scrap its National Begins: November Frank Gifford and Dan Dierdorf to call Football League tie as part of a sweeping Budget: $3-5 million (est.) the Red Zone plays. -Karen Benezra sponsorship reevaluation that will empha- Media:New Media with Terry Lefton size associations closer to its core demo- Dole Packaged Foods will partner with graphic of female grocery shoppers. First Microsoft for an estimated $3-5 million hol- MEDIAWEEK July 15, 1996 http://www.mediaweek.com PAGE 29

CMR TOP 50

A Weekly Ranking of the Top 50 Brands' Advertising in Network Prime Time Week of June 24-30, 1996 Prime -Time Ad Activity Rank Brand Class Spots Index

1 MCDONALDS DRV IN REST V234 1,147 iday promo that gives Dole a hipper image 2 BURGER KING DRIVE-IN REST. V234 615 and helps Microsoft reach women. 3 SATURN AUTOS T111 601 The "Main Menu" sweeps will give away 4 MCI B142 587 five computer systems with Microsoft soft- 5 AMERICAN EXPRESS 8150 546 ware and 500 copies of Encarta 97 CD- 6 DOMINOS PIZZA FESTAURANT V234 490' ROM encyclopedia. A mail -in deal offers a WENDY'S V234 490 free Julia Child Master Chefs and a $7 kids' 8 TYLENOL D212 420 CD-ROM for Dole proofs -of -purchase. The 9 KODAK G230 392 promo will be one of several that try to pre- 10 KFC RESTAURANT V234 378 sent Microsoft's consumer software in 11 KRAFT F118 350 familiar, non -technical contexts. 12 OLIVE GARDEN RESTAURANT V234 308 "Software is the next big entertainment ROLAIDS D213 308 property," said Cindy Spodek, Microsoft ZANTAC 75 D213 308 promotions manager and a Disney veteran. 15 GENERAL MILLS F122 280 Dole is eyeing younger users. "Tying in 16 M&M F211 266 with the computer genre gives our products WRIGLEY'S F211 266 a contemporary spin," said Dole promo 18 SPRINT LONG DISTANCE B142 252 director Marty Ordman. UNITED PARCELA R SERVICE B612 252 The promo kicks off Nov. 3 with a 45 20 ACUVUE DSPBL CONTACT LNS G221 238 million -circulation FSI and ads in six cook- ICEBREAKERS F320 238 ing and women's books. POP gives away a KELLOGG'S F122 238 recipe guide, with a computer -shaped box 23 EVEREADY H220 210 for sweeps entry forms. A separate sweeps LINCOLN AUTOS T111 210 on Microsoft's Web site gives away a trip to POST F122 210 Hawaii while capturing names for ULTRA SLIM FAST F123 210 Microsoft's database. VALVOLINE T211 210 To connect with consumers where they 28 ALEVE D211 196 live, Microsoft's Interactive Media Division ALMAY CLEARCOMPLEXION D114 196 will introduce a raft of software titles with 30 GATORADE F223 182 ties to familiar consumer franchises. HUGGIES A121 182 Microsoft execs are looking to co -pro- LITTLE CAESARS PZZ REST V234 182 mote the new Monster Truck Madness L'OREAL COLOUR ENDURE D112 182 game with firms such as Ford and Panda MERCURY TRUCKS T117 182 (truck liners). Deadly Tide, a game targeted MONISTAT 3 D216 182 at general rather than hardcore players, ROGAINE D218 182 likely will be promo'd in spots between VISA B150 182 movie trailers at showings of suspense films 38 7 UP F221 168 in UA Theaters. Another deal in the works COTTONELLE ULTRA SOFT H232 168 would involve local promos where winners ORUDIS KT D211 168 get to play the game on a movie -theater PANTENE PRO -V D143 168 screen. 3D Movie Maker adds a co -branded PHENOMENON V233 168 Nickelodeon version featuring characters YOPLAIT F131 168 from Ren & Stimpy, Aaahh!!! Real Mon- 44 BAIN DE SOLEIL D111 154 sters and Rocko's Modern Life. COURAGE UNDER FIRE V233 154 As anticipated, Microsoft also will drop HALLMARK B321 154 the Home sub -brand (Brandweek, Nov. 6), NINTENDO G450 154 no longer necessary given the success of NUTTY PROFESSCR V233 154 Microsoft's broader branding effort, said RED LOBSTER RESTAURANT V234 154 senior group marketing manager Marty 50 BOSTON MARKET RESTAURANT V234 140 Taucher. "Now, it gets in the way of the Microsoft name and the product names," Ranked in order of total spots. Includes ABC, CBS, NBC, FOX, UPN and WB. Regional feeds are counted as whole spots. Taucher said. -Betsy Spethmann and Gerry Spots indexed to average spots for all brands advertising in prime time, i.e., if McDonald's Index=1308, McDonald's ran 1208 percent more spots than the average. Khermouch Source: Competitive Media Reporting PAGE 30 http://www.mediaweek.com July 15, 1996 MEDIAWEEK Media Person BY LEWIS GROSSBERGER

appears that these tubeworms are under the command of Elvis. MP had barely absorbed that trend-he The Nicely News was desperately phoning stores to get hold of a Ouija -board CD-ROM for his computer- AT THIS TIME, MEDIA PERSON WOULD LIKE TOwhen this new bombshell burst upon him. Paranormal out, nice in. Lord, how quickly apologize to Joey Buttafuoco. Last week, Media Per- things change today. How hard one must son made some insensitive comments regarding thatgentleman's intelli- work to keep pace. It was easy to miss the Nice story because gence, taste and scruples. Media Person wants to assure Mr.Buttafuoco, it was disguised as just another boring celeb- rity profile. Esquire has Sharon Stone, News- as well as you, the reader, that he disseminatedthese negative thoughts week has Rosie O'Donnell, new queen of before he'd had a chance to read Newsweek's revelatory cover piece dis- daytime TV. She mugs. She hugs. She plugs. She puts four roses in her mouth for the pho- closing that nasty is out and nice is in. tographer. Her fans love that she's now the Had Media Person known of this fundamental change in the cultural doting single mom of an adopted 1 -year -old son. climate, he of course would have taken pains to emphasize the positive But cleverly folded within was this major side in the fascinating saga of a hard-working, slightly chubby guy from Brooklyn who tri-trend piece. Newsweek informs us that Rosie middle-class husband and father who hasumphantly returned from the hospital to hisis not just some typical star with a new TV risen above tragedy and scandal to make a home last week without the aid of a forklift. show. No, Rosie is singlehandedly cleaning up new life for himself and his family in theAnd, of course, MP must see all the originaldaytime television. This lone, courageous Golden West, where he intends to pursue aand artistically important summer moviewoman is knocking the horrible sleaze shows professional acting career. "Good luck in Hol-blockbusters at the local cinemas. we all love to complain about right off the air ly wood, Joey," Media Person would have Should anyone mention the name Richard and spearheading "A Change of Heart" that's warmly cried out; "May you find there the Lamm, Media Person must be able to snapsweeping throughout the entire media. rewards you so richly deserve and avoid the back without a second's hesitation: "Distin- "Jay rides high...Dave's too snide," Media temptations of the flesh which have caused guished former Colorado governor challeng- Person read in astonishment. "Hootie and the you and your loyal help- Blowfish blew away grunge" whereas "Pearl mate, Mary Jo, so much Jam is still whining, but suffering in the past." A new bombshell: Paranormal out, nice in. Lord, how quickly now nobody's listening." As a creature of the And best of all: "Dis- media, Media Person things change today. How hard one must work to keep pace. ney'slovable'Quasi' knows that if he falls too could be a Happy Meal far behind the trends, he's extinct. So from ing selfless -patriot Ross Perot for presidential figurine...The old Qua- now on, it's nice all the way. nomination of the crucially important Re-simodo was deformed, bitter, a bad date." Of course, you won't be too hard on Mediaform Party." (Media Person always suspected that grumpy Person for lagging a little. After all, you too, So if Media Person was a bit slow on the old Victor Hugo would have benefited from a beloved reader, as a hip media dude or dud- uptake, it was understandable. Add to his pre- good, upbeat Hollywood rewrite.) It seems ess, have expunged yourself of any mean, vious excuses the extraordinary fact that only that civility had made a sudden comeback all rotten, festering desires to denigrate orone week before, both Time and Newsweek across this great land of ours and Media Per- maim your fellow human and are brimmingwere telling MP that The Supernatural wasson hadn't even noticed. with forgiveness. the big culture trend of our time. Homicidal But now MP is on the case, have no fear. Besides, there has been so much news forspace aliens are taking over our movie the-For next week, he is already at work on an Media Person to absorb this summer. In his aters, reported Newsweek, and malevolent psy- appreciation of the career of Wink Martin- job, he must keep up with the heart-warming, chics are controlling our minds and 37 percent dale, one of television's greatest communica- thrill -packed Olympics, the uplifting cam- of the populace believes that giant tubeworms tors. Believe it, this will be seriously nice. In paigns of our principled President and warm, are tunneling through the earth and dragging the meantime, MP can only pray that one of avuncular Bob Dole, the lovably eccentric innocent people down their own toilets to a our important magazines doesn't spot anoth- Arizona Vipers, the spirited Boris Yeltsin, the hideous death in the dank, fetid sewers be- er major societal trend. A columnist could sweet Sarah Netanyahu and the poignant, neath our crumbling metropolises. Worse, it develop a severe case of whiplash. ADWEEK MlaM11111:1111.. sat - HMV's 15th Year Marked ca, ow, lee By Celebration. Expansion ric somas. BP I COMMUNICATICNS INC. ern woos' si BRAN brat When

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