All Eyes on Emmis

Vol. 6 No. 34 THE NEWS MAGAZINE OF THE MEDIA September 9, 1996 $2.95

MARKET INDICATORS All EyesonEmmis National TV: Moving The market still carries $50 million to book; Station group seen as next player in radio industry's consolidationPAGE 4 commitments are very slow in corn ng because NETWORK TV no one wants to pay a premium. Matoian Out, A rIrtr: OUTLOOK-4 - - Net Cable: Moderate Roth In Sports contiiues to drive most activity. Football on ESPN in At Fox fourth quarter is sold out; basketball avails Production chief just now entering the moves up to run market. Late -season Entertainment unit What baseball is slumping. PAGE 4 Spot TV: Tightening Political buys are chew- NEW MEDIA ing up spot nto early TOA medium-Lay - November, but some Cable Modem inventory may open up medium look at ft -- after that. Automotives March Begins and telecommunica- marketplace tions continue to move. TCI, Time Warner Radio: Meager start rollouts Business has been for high-speed lighter than expected. Lack of blockbusters Internet access has meant fewer movie PAGE 5 dollars than hoped for. Dollars frorr television Expect have not come to the MAGAZINES rescue.

Musical Magazines: Bullish Chairs In /97 Hopeful publishers are licking their chops as next year's ad budgets Rolling Stone' roll out. Drugs and shakes up music remedies st II hot and getting hotter. Visions of editing staff fatter books. dance in I3 7 > V heads of editors, at work on holiday edit. ; -0IA!! 4 everything Techno-babble?Movie from organized gossip? there. around SILICON Unlike common Whereveryour net. Call search interests. audience's tcv Paul engines, Residerts t-eeds DeBraccio where havetheir are at, at surferswilz by own 'ree heres where your Ed Web 212-479-2320 in pages, then or e-mailat so they mindslive. nalosecondsFind actively GeoCities. out why contribute 24 [email protected] GeoCities to their virtual Hey, is communises PSILI anybody's becoming neighborhood. CON media the placeto Theylive VALLEY plan to coulduse a advertiseon the :W01'0,003(1. little r - And augmentaton. GEOCITIES everywherein www between. geocities.com MEDIAWEEK September 9, 1996 http://www.mediaweek.com PAGE 3 Laura K. Jugads SEP 1 S 1996 AT DEADLINE

Broadcasting president/ceo Barry Baker, soon to take over as pres- Letterman's Spot -less Show Has 3 Takers ident/ceo of the Sinclair station group, played a major role in help- CBS has lined up three sponsors for The Late Show With David ing the group "bury the hatchet" with Fox. Sinclair acquired River Letterman's uninterrupted installment scheduled for Sept. 20. City's seven -station TV group for $2.3 billion last April. The Sin- Chrysler, Anheuser-Busch and AT&T have made handshake deals clair-owned Fox affiliates are WPBH in Pittsburgh; WBFF in to sponsor the show, which will feature guests Drew Barrymore and Baltimore; WTTE in Columbus, Ohio; KABB in San Antonio; rock group Pearl Jam in their first network TV appearance. CBS is WSMH in Flint, Mich.; WDKY in Lexington, Ky.; KDSM in Des still seeking a fourth sponsor. The sponsorships, which sold for Moines; and WYZZ in Peoria/Bloomington, Ill. $200,000 with a "satisfaction guaranteed" provision, give each advertiser a quarter of the show-either the monologue, the Top Time to Spare in the World Series 10/Stupid Pet Tricks segment, the guest segment or the musical seg- To draw attention to the remaining ad inventory in its regular - ment. The advertiser's logo will be superimposed on the lower cor- season baseball games and the World Series, Fox stepped up its ner of the screen and Letterman will thank the spon- promotion with an ad in The New York Times last sor. To make up the lost time to affiliates, CBS will week. The World Series is about 75 percent sold, give back units in Late Show over the next quarter . INSIDE network officials said. "Everyone is back in town from the summer, from the Olympics, and we need U.S. Open Gets $80 Mil to Stay to get people thinking about baseball vs. other USA Network has re -upped on its deal for exclusive sports," said Jon Nesvig, president of Fox sales. cable rights to the U.S. Open for the next six years, through 2002. According to sources at USA, the Viacom's Buy Bid Boosts Its Stock deal with the U.S. Tennis Association totals about Viacom Chairman Sumner Redstone and the hold- $80 million, a more than 50 percent increase over ing company he controls, National Amusements, is USAs last six -year deal. USA apparently beat out buying back up to $500 million in Viacom stock. Turner and Fox, which had also been angling to get The move is seen as an attempt to raise Viacom's the tennis event. Ironically, ratings for this year's flagging stock price, which it did. The media giant's event on USA were down considerably, mostly as a stock rose to 33 on Friday, up 25/8 points in the two result of the dearth of big names. days of trading following the announcement. The Post's Shales dices Westwood's Radar Comes Back them up in D.C. Addenda:Peter J. Quigley, who joined Parade The results of the spring 1996 network radio ratings 23 Publications just two months ago as marketing survey, RADAR 53, show audience increases for director, has been promoted to vp and advertising most networks over last year. Network radio was up FORUM director. He replaces Ellen Flahive, who resigned. 4.3 percent over fall 1995 among persons 12 -plus. 14 Quigley had worked in sales at 3M Media Networks, Four of five ABC Radio Networks posted gains over the largest independent national magazine sales the previous survey, and Westwood One, which had HOLLYWOOD organization in the country, for 20 years when he relatively low RADAR 52 numbers, posted increas- 16 moved to Parade last July...Crain Communications es for four of its six networks. CBS gained in the key has folded its two -year -old monthly publication adult 25-54 demo but suffered a 2.5 percent decline MAGAZINES Crain's Small Business into the pages of Crain's New among persons 12 -plus. The American Urban Net- 26 York Business. Small Business had a 50 percent work's numbers remained basically unchanged from duplicate readership with the weekly New York the previous survey. MEDIA PERSON Business (65,000 circ)...ABC has named Richard 38 Spinner to the new post of managing director/vp of Fox Buries Hatchet With Sinclair special projects to work with the recently con- Fox has turned around its once -rancorous relation- solidated Disney/ABC International Television ship with Sinclair Broadcast Group , signing five-year extensions division. As a liaison between the divisions, Spinner will report to of its affiliation agreements with eight of the group's owned sta- ABC president Bob Iger...Fox Kids Network will launch its first tions. Last year, Fox pulled affiliations from Sinclair-owned sta- European channel later this fall in the United Kingdom. tions in Norfolk, Va., and Raleigh, N.C., over Sinclair's resistance to go along with Fox's plans to expand network programming into Correction: lccessHollywood, the syndicated entertainment daytime and late night. Station -rep sources say that River City magazine show (Mediaweek, Sept. 2), will have its premiere tonight.

MEDIAWEEK (ISSN 0155-176X) is published 47 times a year. Regular issues are published weekly except the last week of July and the second and fourthweeks of August and the last two weeks of December by ASM Communications, Inc., a subsidiary of BPI Communications Inc., 1515 Broadway, New York, NY, 10036. Subscriptions are $115 oneyear; $195 two years. Canadian subscriptions $260 per year. All other foreign subscriptions are $260 (using air mail). Registered as a newspaper at the British Post Office.Periodicals postage paid at New York, N.Y. and additional mailing offices. Subscriber Service (1-800) 722-6658. MEDIAWEEK, 1515 Broadway, New York, NY, 10036. Editorial: New York, (212) 536-5336; Los Angeles, (213) 525-2270; Chicago, (312) 464-8525. Sales (212) 536-6528. Classified (1-800-7-ADWEEK). POSTMASTER: Send address changes to MEDIAWEEK, P.O. Box 1976, Danbury, CT 06813-1976. Copyright, 1996 ASM Communications, Inc. PAGE 4 http://www.mediaweek.com September 9,1996 MEDIAWEEK

Grapes of Roth Drop for Fox Could Emmis I Matoian is out after 2 years ABC/Disney could be suitor. And [SFX Sharp Rise in Share head] Bob Sillerman could be making a big NETWORK TV / By Scotty Dupree move. He's probably been looking to break FoxEntertainmentpresidentJohn Price Has Industry into the game as a top owner, and certainly Matoian resigned late last week and was Emmis would help." replaced immediately by Peter Roth, The speculation that an acquisition of head of TV production for Twentieth Wondering If Radio Emmis is in the offing also has been fueled Century Fox. by the company's lack of activity during the Matoian's departure came amid reports Group Is in Play past year. "Since Emmis hasn't gone out and that his job at the network became impossible bought, people assume they're going to sell," after he had been circumvented on program- DeMott explained. RADIO / By Mark Hudis ming decisions by higher-ups. Matoian report- But Emmis, which owns eight radio sta- edly made the decision to leave last week fol- Emmis Broadcasting, after months of tions (WRKS-FM ands WQHT-FM, New lowing discussions with newly appointed Fox relativeinactivity,isapparentlyYork; KPWR-FM, Los Angeles; WKQX- president David Hill about the future of the poised to jump into the radio consol-FM, Chicago; KSHE-FM, St. Louis.; and entertainment division. idation fray. The Indianapolis -based WENS -FM, WNAP-FM and WIBC-AM, Roth was said to be a reluctant recruit media company has seen its stockIndianapolis, In.)as well as Indianapolis because he will have vault from $41 at the beginning ofMonthlyand AtlantaMagazineiswell to leave his post as August to a 52 -week high of $52.50 late last equipped to make a large radio station buy. head of the studio's week. The stock closed Friday at $50.65. "We have the borrowing power," said successful TV pro- "We're actively looking at things. It's safe Howard Schrott, cfo of Emmis. "Right now, ductionoperation. to say that this company will do something banks are willing to lend up to six times a The studio produces soon,"saidJeff Smulyan, chairmanof company's cash flow for the right deal." such series as The X - Emmis. "In the next few months, this com- And, according to analysts, Emmis will have Files and Millennium pany will grow," he added somewhat enig- $50 million in broadcast cash flow by the end forFox,Chicago matically. of 1996, meaning a borrowing capacity of Hope for CBS and According to Smulyan, he plans to buy around $300 million, a figure Schrott con- Relativity for ABC. properties. But rising stock value suggests firms.Certainly,fromprincipalswithin Matoian: Lost Roth'sbackground that Emmis is thought of more as a takeoverEmmis, indications are that the company is waiting game includesstintsat target. Analysts general- looking to buy. ABC and as presi- ly putEmmis' market Whichever tack Emmis dent of Stephen J. Cannell Productions. value around $550 mil- takes,itwilljoinitsradio Executives said that the network had been lion, which means the brethren in what has been an trying for the past year to persuade Matoian company could fetch as industry -wide round of consoli- to extend his contract another three years. much as $900 million or dation, mergers and buyouts, When he wavered, Hill and Stacy Marks- more in today's hot mar- whichmostradioexperts Bronner, Fox executive vp of marketing and ket for radio properties. believe will continue for some promotion, pushed ahead with program plans But, said Harry DeMott, time and which is troubling to without Matoian's participation. Matoian had vp of equity research at radio ad buyers. With many been in the post only two years and had 18 FirstBostonin New radio markets increasingly con- months to go on his contract. He did not York, rising stock prices trolled by a very small number return phone calls seeking comment. don'talways mean aEmmis' Smulyan says he's of radio station group owners, Matoian's decision to leave is said to have takeoverintheradioa buyer, but the street buyers fear that monopolistic also hastened the departure of Geoff Cal- company realm. may think otherwise pricing will soon mean unnatu- nan, executive vp of advertising and promo- "[Media] stocks have rally high ad rates. tion for the network. Calnan's contract had gone up on [station and property] purchases In a recent ruling, the Justice Depart- been extended to coincide with Matoian's for the past few years. There's clearly a pre- ment forced Cincinnati-based Jacor Com- because they worked so closely together. mium being paid for size and dominance in munications to divest WKRQ-FM (Cincin- Recently, though, Calnan is said to have certain markets," DeMott said. nati) before completing its acquisition of negotiated a January departure with Marks- "Emmis is one of those players that could Cincinnati-based Citicasters Inc. Even after Bronner. After he leaves, Calnan will set up go either way," suggested Howard Nass, a the divestiture, Jacor will own five radio sta- his own advertising shop, with Fox as a guar- senior vp at TN Media. "They could be a tions in Cincinnati.

anteed client. buyer or a seller. CBS/Westinghouse may be John Kamp, senior vp of the American lookingtoacquireanotherproperty. AssociationofAdvertisingAgencies,is September 9,1996 MEDIAWEEK http://www.mediaweek.com PAGE 5

Key to the Highway Next? At long last, cable modem rollout begins from TCI, Time Warner NEW MEDIA /By Cathy Taylor working with a group of media and ad The cable modems are coming! The Manufacturers of cable modems finally agency professionals, called the Media Poli- cable modems are coming! While it is have some real evidence of building demand. cy Committee, to monitor activities in the now several years past the time frame Last week, Andover, Mass.-based LANcity, radio market. originally predicted for the rollout of which is building modems for TCl/@Home "Essentially, the Four As' concern is that super -speedy cable modem Internet and U S West, among others, was purchased for there could could be monopolistic pricing access to consumers, a flurry of$59 million by Bay Networks, a Santa Clara, problems as a result of mergers," Kamp said. announcements this month finally is making Calif., Internet concern. "And Jacor is an instance where the Justice the Great White Hope of the Of course, the sudden Department essentially agreed with us and cable industry a reality. flurry of activitydoesn't required Jacor to spin off a station." Tomorrow, Time Warner mean that cable modems are Kamp and the Media Policy Committee will officially launch its first going to be in every home any are currently looking at other markets domi- cable modem service, named time soon. Problems still per- nated by one or two owners. For instance, after the Warner Bros. car- sist. While the current roll - American Radio Systems Corp., if allits toon character Road Runner, outs appear to be cautious acquisitions are approved, would own more on its cable system in the enough to allay some infra- than 50 percent of the stations in Rochester, Akron -Canton area in Ohio. structure concerns, the $300 - N.Y. In Orlando, Fla., should all pending Several hundred households per -modem cost is consid- transactions be approved by the FCC, three will have the first cable mo- A LANcity cable modem, ered far too high to turn the owners-Chancellor Broadcasting (4 FMs), dem service available from used by TCl/@Home technologyintoamass - Cox Communications (4 FMs and 3AMs) the entertainment and cable appeal product. Nevertheless, and Paxson Communications (4 FMs and 2 giant. Unlike subscribers in cautious optimism is alive AMs)-would own more than 95 percent of Time Warner's cable modem Moving Pictures and well. "None of these that market. test in Elmira, N.Y., these High-speed cable modems [problems]is insurmount- Said Page Thompson, worldwide media customers will pay for the being rolled out to the TCI able," said Stephen Walden, director for DDB Needham and the chair of privilege: TW will charge an and Time Warner systems president of Rye, N.Y.-based the MPC, "We want to make sure that each installation fee of $75 and a are capable of transmitting consultants Walden Associ- of the stations operates independently, that $39.95 monthlyfeefor video virtually in real time. ates. "It's not going to be a we can buy a la carte. We don't want to be unlimited high-speed Inter- It's a quantum leap from 1996 answer and it's probably forced to buy in combinations with stations net access. the capacity of current not going to be a 1997 mass - we don't want." Last Thursday,Tele- standard modems. Here deployment answer." Added Kamp, "I wouldn't be surprised if Communicy,tions Inc. went are some comparative For now, each of the early we see [more] divestiture requirements. I get live with the @Home service, speeds for transmission: players in cable modems has the sense that the Justice Department is very making the cable modem/ its rollout markets to itself. much concerned. You don't spend that much content offering available to 2 -MEGABYTE IMAGE The immediate payoff of the timeinvestigatingunless you thinkthe some 14,000 homes in Fre- 28,800 bps modem: 2.3 minutes announcements may simply smoke is going to lead you to fire." mont, Calif. Also late last Cable modem: 0.5 seconds be bragging rights to being week, U S West began offer- first. "The pressure really ing subscribers cable modem 16 -MEGABYTE IMAGE exists in the fact that these The Emmis Market Basket service in Omaha, Neb. U S 28,800 bps modem: 18.5 minutes [cable operators] have lived West currently delivers cable Cable modem: 4 seconds pretty much all of their exis- Market Cumulative Station Rank audience service to 13,700 homes in tence in monopolistic situa- the Omaha area and says it will have 300 of tions," said Richard Fusco, vp of marketing and WRKS-FM, N.Y 9 1,626,800 those households signed onto its cable modem business development for consultants Next WQHT-FM, N.Y 5 1,828,000 service by the end of this year. Century Media of New Paltz, N.Y. KPWR-FM, L.A. 1 1,621,000 It also appears likely that several cable sys- The lack of competition is evident in the WKQX-FM, Chicago 4 1,002,000 tems controlled by Cox Communications and markedly different pricing strategies being used KSHE-FM, St. Louis 3 341,400 Comcast Cable-which with TCI are also by the cable modem providers. @Home's $150 WENS -FM, Indianapolis 5 187,100 investors in @Home-will come online withinstallation fee, covering a dataport, Ethernet WNAP-FM, Indianapolis 4 198,000 the service by the end of 1996. The likely Cox card and @Home software, is twice that of WIBC-AM, Indianapolis3 215,400 and Comcast markets are Baltimore; Orange Time Warner's. But @Home's monthly cost is nclianapolis Monthy County, Calif.; San Diego; and Sarasota, Fla. lower, $34.95, compared to Time Warner's Atlanta Magazine Also later this year, TCI plans to introduce $39.95. U S West's service, called U S WEST Source lnterep Data, based on Mon. -Sun. 12+ listening @Home in the Hartford, Conn., and Arlington TeleChoice OnLine, is priced at $59.95 per Heights, Ill., markets. month ($49.95 for TeleChoice cable TV sub- PAGE 6 http://www.mediaweek.com September 9,1996 MEDIAWEEK

scribers), with an installation fee of $125. While pricing may eventually become a bat- tleground when consumers have more than one After O.J., the 'Real' Thing high-speed Internet -access provider to choose from, another arena of competition will be con- Disasters and oddities on video vie for a spot next to TV tabloids tent, particularly local news and information. Time Warner is working with the daily newspa- SYNDICATION / By Michael Freeman pers in both the Akron and Canton markets to By staying out of the daily rat race forvideo clips from various news organizations. provide content for the cable modem offerings. exclusive news, Paramount Domes- During an editorial meeting last week at Time Warner also is producing special versions tic Television's syndicated Real TV is Real TV's converted soundstage and production of its online content, including material from banking that viewers will find its office at the Hollywood Center Studios, a dozen its Pathfinder Web site, that will take full blend of eye -popping videos and the or so producers eagerly viewed a steady proces- advantage of cable modems' capability to trans- stories behind them more com-sion of tapes. There was the stirring rescue mit video and complex graphics rapidly. pelling than standard tabloid TV magazines. Iffootage from the recent explosion of the Greek "It's a broadband design," said Dick Dun- all goes according to plan, Real TV which makes cruise ship Oceanus; a zealous streaker who can, editor of Time Warner's Excalibur Group, its debut today, hopes to break that mold. tackled several soccer players during a match in which is producing content for the Road Run- "Sure, we're going to be following the pack," Italy; and a South African dog who rolls a car ner service. "We're emphasizing fairly rich admitted Ron tire along with him wherever he goes. graphics." Akron -Canton customers can Vandor, executive Among the more than 20 episodes in the also expect online versions of content from producer of Real can by the end of last week is exclusive footage other Time Warner properties, such as TV "Butwhat of the late actress Margaux Hemingway talk- enhanced versions of its Virtual Garden we're looking to ing to her analyst about the depression she was and Virtual Kitchen Web sites. Sub- do is to transcendsuffering as a result of bulimia. Hemingway scribers will also receive daily reports from their shotgun was found dead earlier this summer, the result Time Inc. magazines including Time, analysiswitha of a drug overdose, according to a coroner's Sports Illustrated, People and Money, and a more in-depth, report. Vandor stressed that "nothing beyond technologyreport.However,unlike thoughtful ap- the normal license fees" was paid for that @Home, Time Warner will only in limited proach to the vari- footage from the British Broadcasting Corp., cases reach outside its own storehouse. To ous players behind which shot the Hemingway material several create content for children, TW has an the news. Hope- years ago for a documentary. agreement with New York-based Music fully, our viewers "We really want the video to tell the story, Pen, an award -winning digital design company Real TV host John will learn some-but, in a number of cases, we are going to that has produced CD-ROMs based on the pop- Daly: 4,000 weird thing they didn't revisit certain stories to talk to major or minor ular PBS television series The Magic School Bus. clips and counting know about theplayers in an effort to gain a new perspective Time Warner has also contracted with Merri- first time around." or compelling angle," said Vandor, who, with am -Webster for the dictionary publisher to pro- Vandor and coexecutive producer CheriBrownlee, was executive producer of Para - vide its services to the Road Runner venture. Brownlee have sent Real TV's staff of about 100 mount's Hard Copy. "Ideally, we really want By contrast, @Home, with no existing con- people to comb the world for videoclips rangingto make each episode a video roller coaster, tent of its own, has put together a roster of from natural and man-made disasters to the just where it is composed of life's most dramatic

media development partners with which the plain weird. So far, the show has logged in 4,000 and redeeming moments." service plans to develop content specifically for @Home customers. Those partners, which range from the online music site Addicted to Noise to HotWired to E! Online and The Wall Street Journal, will receive more prominent Fox Closeon2 Carriage Deals billing on the @Home interface compared to Internet sites that do not participate. COOL 111 TV / By Michael Bfirgi Even telco U S West is playing up its cable The Fox News Channel, fast approach- lion subscribers at launch thanks to its deal modem content. It will provide customers ing its Oct. 7 launch, has lined up two with Tele-Communications Inc. TCI can take access to a TeleChoice OnLine Web site fea- new cable carriage deals to supple-either a one-time payment of $10-$12 per sub- turing local and national news, weather, enter- ment its already sizable pre -launchscriber (about $150 million) or a 20 percent tainment and event information, along with a reach. The all -news service is close to stake in the service (in exchange for a month- pay -per -view service and TV Host, an elec- signing deals with Comcast Corp. and ly affiliate fee). tronic programming guide. Continental Cablevision, two of the largest Fox News chairman Roger Ailes introduced So after years of anticipation, the cablecable operators in the country. The carriagethe network's program schedule last week. modem era of new media has finally dawned. agreements could add up to 6 million sub- Ailes has built in 10 -minute 'reports of break- Whether the utility and cost of the technology scribers on or after the launch date. Comcasting news at every hour and half-hour through- will make it burn bright should be evident fair- and Continental executives were unavailable for out the day. The daily schedule will include 16 ly quickly. Said analyst Fusco: "I think we're comment. Fox News also is awaiting word fromhours of live news coverage. Principal anchors going to find that the rest of this year is really Time Warner Cable on a possible carriage deal. will include Catherine Crier, Mike Schneider

going to tell the tale." Fox News already can count about 12 mil- and Neil Cavuto. This issue alone was read for8 million hours.

"Vermeers Mysterious Women" November 5995, Cover Page Number of Smithsonian readers: 8.5 million

Time spent reading Smithsonian: 59 minutes per issue

Just what you weren't expecting. Smithsonian Magazine www.smithsonianmag.siedu PAGE 8 http://www.mediaweek.com September 9,1996 MEDIAWEEK

SYNDICATION 'Stone' Shuffles Its Lineup GGP, distributor of the upcoming TVCOM weekly half-hour magazine Title reorganizes management of music coverage post-Moerer show focusing on the Internet, reports MAGAZINES / ByJeff Gremillion that it has signed MCI to a major advertising commitment. GGP says it has sold Roiling Stone last week made twoeditor will not be filled. Fricke, who served the show, premiering Sept. 21, to 120 staff moves in an effort to stabilize briefly as music editor himself a few years ago, stations representing more than 70 per- the management of its music cov- plans to devote more time to writing in 1997. cent U.S. broadcast coverage. Bob Hor- erage. The restructuring partially Moerer, the former editor of Request, was owitz, president of the San Francisco - fills the void created by the dis- not a good fit with the culture and editorial based syndicator, says that about 75 per- missal this summer of music editormission of RS, staffers said. Since Moerer's cent of the clearances are with Big Keith Moerer, who had held that title for lessdeparture, staffers said, there has been con- Three network affiliates. Horowitz says than a year. fusion over management of music features MCI has committed to a pair of 30 -sec- Mark Kemp, an RS senior editor who has and music news. ond units for the 52 -week first -season been with the Wenner Media title since March, "This is the best way to handle the situation run of TVCOM (39 weeks of originals, was named music news editor. Kemp will be right now...without, quite frankly, being schiz- 13 of repeats). Media -buying sources responsible for breaking music news, oversee- ophrenic," said Holt. "I may change my mind estimated the cost at $12,000-15,000 per ing the front -of -the -book sections Rock &tomorrow, or Jann [Wenner, editor and pub- unit. TleCOM, a coproduction with Web Roll, Random Notes and Charts. Time Outlisher of Rolling Stone] may change it for me." content and TV programming developer New York music editor Nathan Brackett has "My primary duty is to keep the magazine C/Net, is being marketed by GGP on an been hired as an associate editor, primarily to up-to-date," said Kemp, who came to the Wen- even 3.5 -minute national and local assist Kemp. RS managing editor Sid Holt, ner biweekly from the small, independent -rock barter basis to stations. Horowitz says having handed over some administrative and magazine Option. "We're not losing anything in potential advertisers also are being assignment duties to newly promoted articles this restructuring. We're gaining focus." offered separate buys of 15 -second on - editor Robert Love, will assume a larger role The turnover in the music editor's post has air promotional announcements known in the magazine's music coverage. not adversely affected RS' circulation, which as "Web Boards" to promote their own Holt, Kemp and, through the end of the year, rose 6.8 percent, to about 1.3 million, for the Web sites; on -air promotional considera- senior editor David Fricke will divide the duties first half of this year. Ad pages were up nearly 5

tions; and value-added animated bill- formerly handled by Moerer. The title of music percent for the same period. boards and promotional links to advertisers' Web sites listed on TVCOM's own Web site (www.tv.com), which is main- tained by C/Net. War of the Weeklies in L.A. Mantel Williams last week signed an overall long-term development deal with Stern battling New Times for lion's share of the hip market Paramount Television Group that encompasses future television series and NEWS PAPERS / ByAnya Sacharow motion picture projects. The talk -show LosAngeles is playing host to a new Far from being hurt by the new competi- host's deal is said by sources to be a newspaper battle-between its two tion, L.A. Weekly says its ad pages are up since "sweetener" added to his contract exten- major alternative weeklies. Phoenix - New Times hit the streets. In the issues of sion (through the 2000-2001 season) as based New Times recently boughtAug. 22 and Aug. 29, L.A. Weekly's increased host and executive producer of the four- James Sogg and Spencer Cooper's Los 10 and 28 percent, respectively, said David year -old talk program The Monte! geles View and the Burnside Group's Schneiderman, president of Stern Publishing. Williams Show. Los Angeles Reader and folded them into a single "These guys from Phoenix are my good -luck new publication, L.A. New Tunes. The new New charm," Schneiderman said. "If they keep it 'The Oprah Winfrey Show'began its Times will challenge Stern Publishing's L.A. up, I'm in great shape." 11th season on Sept. 3 with a record pre- Weekly, which dominates the alternative -weekly "L.A. is so large that we're sure the city miere, thanks to an interview with John circuit in L.A. with 195,000 circulation. Both can support two weekly papers," said Michael F. Kennedy Jr. According to distributor papers are given away free. Lacey, executive editor of New Times' seven King World Productions, Oprah reached Stern Publishing, which also owns New owned weeklies. "One is PC and one isn't. We an 11.8 rating average (households) in York's Village Voice, says it will boost the Week- don't have to beat the Weekly [in circulation] Nielsen's 33 metered markets, higher ly's circ to 200,000 by the end of the month, to be a financial success." than the combined ratings of her two increasing its print run and distribution. New The New Times approach to alternative - closest competitors, Warner Bros.' The Times launched in mid -August at 100,000 circ. weekly publishing is to put out an aggressive Rosie O'Donnell Show (4.3 rating) and The View's circ had been 65,000 and the Read- editorial product without a specific political Multimedia Entertainment's Sally Jessy er's 93,000. New Times' strategy for circulation agenda-closer to what appears in daily news- Raphael (4.2). -By Michael Freeman growth is to create reader demand by limiting papers, rather than the usual alternative jour-

the number of copies supplied to newsstands. nalism with a heavy point of view. September 9, 1996 MEDIAWEEK http://www.mediaweek.com PAGE 9

Classic Sports ward-113 Wing Howards End, Birdy, Avalon,fi Pumps Up Hannah and Her Sisters Gets $20M for marketing, shows CABLE NETWORKS /By Michael Biirgi

ClassicSports Network last week received the equivalent of a steroid injec- tion when Warburg, Pincus Ventures invested $20 million in the year -old cable service. Executives of CSN, one of the i few independently owned new cable services, -'13111.111 also said that the network will be cleared next Wide -sir visawleity of cart's: month on Cox Communications' cable systems Mi4ital concerts, Broadway, dance, reaching more than 1 million homes in Hamp- exdlesivetprofiles of artists ton Roads, Va.; Orange County, Calif.; New Orleans, San Diego and Providence, R.I. Classic Sports Net currently has 16 million full- and part-time subscriber homes. About 6 million of the subs come from WBIS, a local New York station that owners ITT Corp. and Dow Jones plan to convert to a sports -and -business cable superstation. That conversion was expected to take place this fall, but it has been pushed back to early 1997, probably January, said Carolyn Wall, general manager of WBIS. Brian Bedol, president of CSN, said the service is working double-time to get its own channel slot on New York-area cable systems. WBIS' Wall said she is talking with CSN about keeping the network on in some daypart even rigiused pragra when WBIS is up and running. Inside the Actors Studio, Classic's owners include Allen & Co.; critics' favorite TV series AT&T Ventures; and Wayne Huizenga, owner of the NFL's Miami Dolphins, the NHL's Florida Panthers, baseball's Florida Marlins THE FILM AND ARTS and the SportsChannel Florida regional network. Huizenga last week hired Richard Evans, executive vp and coo of Gaylord Enter- tainment (owner of The Nashville Network) and former head of Madison Square Garden, as president and ceo of Huizenga Sports & NETWORK Entertainment Group. Evans' experience in cable would be an asset should Huizenga move to increase his cable sports presence via CSN Bravo delivers... 22 million homes, or other properties. Bedol said that last week's $20 million $47KHH income... and is infusion from investors Warburg, Pincus #1 in professional / managerial "gives us an opportunity to turn up the heat on marketing. We've barely done any of that." and #1 in education. Some of the money will be spent on original programming. Sources close to the network said that CSN has signed Magic Johnson to do For Advertising: a series. Current CSN original fare includes Katherine Benson (212)382-6126 Those Who Changed the Game, profiles of sports greats such as Joe Namath, Wilt

"Source: MRI, spring 1996 Bravo" is a registered service mark of Bravo Company. 'c 1996 Bravo Company

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TV PRODUCTION Chamberlin and Lou "We thinkit's a good Brock. The service service [but] it's more also airs old highlights suitable as a wrap- Jim Belushiwill be doing double duty ranging from Mike around service to oth- this midseason. The actor, who already is Tyson's early knock- er sports networks signed to star in an ABC sitcom, It's outs to U.S. Open ten- like SportsChannel or Good to Be King, made a deal last week to nis finals and campy MSG. We've encour- be the voice of Jake Blues in UPN's The '60s and '70s fare such aged them to do that, Blues Brothers Animated Series. Holly- as Home Run Derby like what they've done wood animation house Film Roman has and The Superstars. with WBIS." In New started production on 13 episodes of the CSN has a deal York, Classic has a series, which will follow the musical mis- with Nielsen Media potent ally in Mayor adventures of Jake and Elwood Blues. Research, but the ser- Broadway Joe: CSN's bits on Namath Rudolph Giuliani, The feature -film role of Jake Blues was vicehasnotyetand other stars have played well in N.Y. who has publicly made famous by Belushi's late brother, received a formal rat- praised the network John. Film Roman will donate $1,000 for ings report. However, one agency source said and advocated that it get its own channel slot each Jim Belushi recording to the John that in New York, CSN is averaging between once WBIS relaunches as a superstation. Belushi Scholarship Fund, which sends a a 0.5 and a 1.0 rating in prime time on WBIS. WBIS expects to announce its program- student to the Chicago Academy for the That number doesn't overly impress Dick ming and launch plans in the next few weeks, Performing Arts, the alma mater of both Aurelio, president of Time Warner Cable of Wall said. Part of the service will include New brothers. And in another family twist, New York City. Aurelio cited the dearth of York Yankees baseball games, Knicks basket- Peter Aykroyd will supply the voice of available channel space on New York cableball and Rangers hockey games. All three Elwood Blues, the role originally played systems as his principal reason for not being teams are part -owned by ITT through its own-

by Aykroyd's brother Dan. Dan Aykroyd able to pick up CSN on a stand-alone basis.ership of Madison Square Garden. serves as a creative consultant on the UPN show, as does John Belushi's widow, Judy Belushi Pisano.

Bernard Sofronski,producer of the criti- Stop 'N Shop With C/Net cally acclaimed TV movies Harvest of Fire, Almost Golden: The Jessica Savitch Web developer has plan to earn revenue from online software sales Story and Mandela, has signed an exclu- NEW MEDIA / By Cathy Taylor sive long-term deal with Columbia TriStar Television. Sofronski Productions will C/Net will soon expand its growing its revenue from ad sales, on BuyDirect C/Net focus on movies and miniseries but also roster of Web content with BuyDi- will finally be able to diversify into receiving plans to stretch out into series television. rect.com, a site devoted to selling revenue from commissions on software sales. One project in development is Twins, an Web-related software. The site, The company is mum on what its commission original story that examines the symbiotic which could launch this month, percentage is, but it believes software develop- relationship of 32 -year -old identical twin will join a host of Internet forums ers will be interested in giving up a small per- sisters. Columbia TriStar execs said they offering downloadable software. While most centage of their revenue to gain access to wanted to snag Sofronski, who is married of these sites offer various software for free, C/Net's growing distribution system. "We to actress Susan Dey, because of his abili- BuyDirect.com will offer a wider and more believe that our commission is much more ty to find quality material and attract top- specialized variety of programs and will earn attractive than the money that the retailer drawer talent to his projects. commissions from participating software would ask for to sell the product," said Bill developers. Headapohl, C/Net executive vp in charge of Paramount Network Televisionhas Even though the ability to buy and sell electronic commerce. signed an overall deal with Michael goods online will likely become commonplace, San Francisco-based C/Net produces sev- Piller, cocreator of Star Trek Deep Space the transformation of the Internet into a virtu- eral series that air on USA Networks' cable Nine and Star Trek Voyager. Piller, for- al shopping bazaar has only just begun. As con- channels and operates a number of Web sites, mer executive producer of those shows, cerns such as online security have begun to including search.com (a compendium of Inter- will develop network series, telefilms and abate, some highly trafficked Internet hits have net search engines) and c/net.com (a tech -ori- miniseries. Piller, whose credits as a started to emerge, such as Amazon.com, a ented site). C/Net also provides tech support writer/producer include Cagney & Lacey massive online bookstore. for other sites, such as the E! site, C/Net's and Miami Vice, also moves into feature BuyDirect is expected to be part of down- recently launched venture with E! Entertain- film under the Viacom banner. He load.com, described by C/Net as a "C/Net ment TV recently sold his first feature screenplay Software Super Site" that will also encompass C/Net last week launched News.com, a site to Paramount Pictures. A drama called shareware.com, launched last year as a com- devoted to the latest developments in the com- Oversight, based in Washington, D.C., plete guide and download area for free soft- puter industry. By year end, the company ex- will be produced by Sydney Pollack's ware. The site averages 150,000 downloads pects to put up gamecenter.com, a site devot- Mirage Productions. -By T.L. Stanley per day. ed to reviews and information about computer

But unlike shareware, which earns most of games, along with links to downloads.

Intellectual. Sophisticated.Bitchin.

"Here Come The Bladerunners" September 1995, Page 69 Education of Smithsonian readership:

81% college educated

Just what you weren't expecting. Smithsonian Magazine www.smithsonianmag.si.edu PAGE 14 http://www.mediaweek.com September 9, 1996 MEDIAWEEK

FORUM Do you agree with the view of some network executives that there is a shortage of quality TV comedy writers right now? MEDUWEEIC

Eitera-Chiel: Craig Reiss Grant Tinker Tom Anderson Main Director. Eric Garland Former Chairman of NBC, Executive Producer Etter William F Gloede Founder of MTM Productions `The Jeff Foxworthy Show' Enative Editor: Brian Moran "Definitely. There's never been "I think it's a reality. There are a lot of News Liar Michael Shain enough of anything to go around and, bang* Eater Anne Torpey-Kemph shows on the air and a lot of them Weshiugla Boma Chid: Alicia Mundy with fragmentation [in network TV], aren't great. It's true that writers real- Editors -At -bar : Betsy Sharkey. Cheryl Heuton it's become a real problem. But it's ly aren't paying their dues anymore. Senior Editors: Michael Biirgi, Scotty Dupree, always been this way with comedy- What a writer really needs to do is to Michael Freeman, Cathy Taylor Senior Miter: T.L. Stanley drama too. There's never enough of get on a show as a story editor and Reporters: Mark Gimein, Jeff Gremillion the A class; you always have to fall stay [at that level] for three years Mark Hudis, Anya Sacharow back on the Bs. A good mixture to [before moving up]. I wrote for Media Person: Lewis Grossberger have is As and Bs, and you hope that Cheers for four years before I was Design Director: Blake Taylor Managing Art Director: Trish Gogarty some of the Bs become As. That's moved up to executive producer. Art Director: Joseph Toscano truer now than it ever was. You What's happening with writers today Assistant Photo Editor Francine Romeo always need good per- is the equivalent of Circiation Mr Christopher Wessel Mallowisk Odic Sales/Customer Support Mgr: Bryan Gottlieb son power. Even when giving a stand-up

there were only three "I've not found a lack comic who's been Polisher: networks, we were doing comedy for a Michael E. Parker always coming up of comedywriting tal- DISPLAY SALES: NEW YORK: year his own show." Advertising Director Wright Ferguson, Jr. short. This has always Ammon Maulers: Linda D'Adamo, Bryan Hackmyer, been a problem. There ent at all. We're look- Fred Silverman Kristina K. Santafemia, Jeffrey S. Whitmore: SOUTHWEST: Peter are only so many Burns President Lachapelle. Blair Hecht CHUN: Peter Lachapelle. Chris Moore; BOSTON: Ron Kolgraf; LOS ANGELES: Ami Brophy, Nancy Gerloff; and Brooks to go ing for the new guys, The Fred Silverman Co. CLASSIFIED: Publisher: Harold Itzkowitz; around. When I was at "There certainly are not Sales Mgrs: Julie Azous. Wendy Brandariz, M. Morris, MTM, we had more the fresh perspective. enough good writers to Jonathan Neschis, Karen Sharkey; than our share of quality support 65 comedies. Reps: Robert Cohen, Sarah Goldish; Sales Asst: Michele Golden talent. But a lot of them There's a wealth of It's just an enormous Special Nags Manager: M. Susan Connolly just walked in off the number of shows to Promotion Art Director: Katherine Machado street because they talent out there." have on the air, twice Meriting Services Manager. Whitney Renwick admired the work MTM Prometioe Associate: Holly Alden what it used to be. If Di el Meoutecariog Operations: Jim Contessa was producing. We Eileen Katz you look at the three Prod sties Director. Louis Seeger were very lucky." Senior VP/Programming networks before Fox, Pre -Press Prelacies Mgr. Adeline Cippoletti Comedy Central you had about 36 Prelacies Mgr. Elise Echevarrieta Proinclion Assistmn: Matthew J. Karl Joe Fortunate comedies [per season]. Pre -Press Assistant Ed Reynolds Creative Affairs, There are a lot of really Seamen Operators: Dock Cope Shukovsky English good comedy writers who are per- Deputy Edna/Baines Mars: John J. O'Connor "The problem today is that we have sona non grata because they're older. Vice President/Executive Editor: more outlets for comedy. There's If the networks would be a bit more Andrew Jaffe always been a certain number of qual- open to doing business with the so- Vice President/Creative Director: ity shows and a certain number of Wally Lawrence called old timers, there are a lot of Vice President/Madmtiog: popular shows-but shows that may really good people around who are Mary Beth Johnston be perceived as being 'lesser quality.' having trouble getting work. When Senior Vice President/Maratiug: Kenneth Marks Since there are more outlets today, it Norman Lear was in his heyday, most Senior Vice Presideut/Soles and Madre* would follow that perhaps there are of the writers he assembled were kind Michael E. Parker more of these popular but 'lesser - of old-timers. If someone did that Executive V.P/Editain-Chiel: quality' shows. But I think the writer today, it would kind of open the Craig Reiss President talent pool remains the same; there doors. You look at a show like Mark A. Dacey are a lot of talented comedy writers M*A*S*H or All in the Family. A lot of Color John C. Thomas, Jr, Deirmlfst taw W Pendleton "Rae out there. What there isn't enough of the people who wrote those shows is quality show runners. Because of are still alive and willing to work, but IPI taoraoerra the large number of shows, there just they're ignored by the networks." Woo Gerald S.Hobbs aren't enough talented people avail- aid boohoo Mgr. John Babcock, Jr. able to run them. Our job, in the cre- Mediaweek welcomes letters to the editor. Address bawd.. rte P, Ruben J. Dowling, all correspondence to Editor, Mediaweek, 1515 Martin R. Feely, Howard Lander ative community, is to nurture the tal- Broadway, New York, NY 10036 or fax to 212-536- Vim Prodded.: Georgina Challis, Paul Curran. Anne Haire. Rosalm Lovett ented comedy writers and train them 6594 or e-mail to [email protected]. All letters Vice NOW., Glenn !letterman, Kenneth Fadner (ASM) to be effective show runners." are subject to editing. illion

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HOLLYWOOD Betsy Sharkey Doing the Right Thing Call it a major renovation. By at the same time tasteful stuff. And I mean there's For its move to UPN, the time In the House, which always that fine line." stars rapper LL Cool J, fin- Exactly which fine line, though, might not be what ished its first full season onyou'd expect from the highly successful urban rapper. 'In the House' gets NBC last spring, many of the The change in tone really all boils down to an apron and show's elements were already a feather duster. In one episode last season, LL's charac- being rethought. But the real ter, Marion Hill, wore the former and carried the latter. made over in the kind- brick -and -mortar work didn't You aren't likely to ever see that again. That's not to say begin in earnest until NBC decided to temporarily shelve that Marion is a tough guy-if anything, the writers hope the show, paving the way for In the House (which first to play heavily on LL's accessibility. hearted, idealistic joined the NBC schedule as a midseason replacement in In its new UPN home on Monday nights at 8 p.m., the spring 1995) to change neighborhoods entirely. show, with a completely new writing/producing staff There were four bidders in the market for the comedy, behind it, focuses more on Marion and the character will image of its star in which LL plays an injured sports star. In the end, UPN be much closer to LL's own personality. "There's something about LL that just radiates this great spirit, kind heart, great -looking guy," says Rob Edwards, a coexecutive producer who joined the producing team this year after writing for The Naked Truth on ABC last season. In the revamped plot line, Mar- ion is now the new owner of the sports clinic where he had been doing his rehab. Dr. Maxwell Stan- ton, a Harvard -trained physician played by former Fresh Prince of Bel -Air cast member Alfonso Ri- beiro, and physical therapist Tonia, played by Kim Wayans (who became a season regular last year), are his partners in the venture. Theotherarenathatis changed is home, where Marion now serves as guardian to teenager Tiffany Warren (Maia Campbell), whose character is expanding. Actress/choreographer Debbie Allen, who played Tif- fany's mother, has left the show to work on Broadway and film projects, though she may do an occa- sional guest shot. Finding a new blueprint for In Transition team (from left): the House was easier than any of piugianuning executives made it clear Burris, Edwards and Ware got a the three executive producers- they really wanted the show, giving it new 44 -episode order for House who spend their days, and often an almost unprecedented 44 -episode their nights, in the trenches- order, a move that helped earn the network its In the expected. What they had inherited had a solid center, the House nickname, conferred by executive producer Mi- one that had first attracted the involvement of Quincy chael Ware: UU Cool PN. Jones and David Salzman, who continue as executive pro- "It's a matter of understanding," LL said during the ducers of the show. Television Critics Tour this summer. "UPN seems to un- "The three of us met with LL shortly after agreeing to derstand us perfectly...we plan on doing funny stuff, but do the show, and as soon as you meet him in person, he's Tie (b...eis 300Pv*l. (-CS C.V./C/7. c.x4dwon,..ex wa( #01.es tee...Ps...work/ Viqh4eANC-e CAMI ,t4(S (0 CeOSS a...

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rembigatenbyoldIr* .111.101sok N.C.94 In the Kitchen I '41117-77.tr:t Pis swim mi. vannItimesari en* With-Elvis?' '"''". ,-.--'' 140161. I. parlooklIbunnen worlecanndynonatilwor -1101*11....Inethey dial isomin a wleinbintsfam F. km. CmorlkonlIM0114o. 0/.. \gold vi Ingse. alorgallwallo..1,11/ ..4.11 kr an** hasl top Wry. 1011- la WM../ kW WI ... The best of Newsmakers. The best of Perspectives.

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WEST COAST SALES OFFICE Nina Boski tel 310.441.8420 fax 310.441.8426 MQ/September 9, 1996 http://www.adweek.com Page 3 Inside

Our annualMedia Outlook section previews the advertising market for

the coming year, sector by sector. For anoverview, starton page 6 with

Alan Gottesman's "A Bright Future, for a Change," a look at

the big economic nQKE,,picture plusa carefulanalysis of how

several significant structural shifts are shaping thead -agency business.

Each media sector has a unique story to tell heading into '97, of course,

from the continued Strength of network TV - to the relief

V amongst newspaper and magazine publishers finally getting

a break on paperprices.The most surprisingupdatemay be on

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Market Overview 6 Consumer Magazines 16 Spot TV 28

Network TV 10 Trade Magazines 20 Radio 32

Cable TV 12 Newspapers 22 Outdoor 33

Interactive 14 Syndication 24 End Note 34 N

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spring garden celebration 0, NON hg16 tOlfel kitchen trends stage ofawoman's life.

Senior year in high school is definitely bittersweet. I can't wait to go to going through transitions have new needs and a need for new products. college - I'll be living on my own, taking only courses that interest me, These are optimal times for advertisers to capture an untapped market meeting new guys. I just can't imagine doing it all without my friends. or to reinforce brand loyalty. I mean, I've known some of them more than half my life! G+J magazines are the one constant G+J helps guide women from one stage of their life to the next, with in the lives of one in two American magazines edited specifically for teens, active women, expecting and women. Call John Heins, President, at new moms, home enthusiasts and household decision makers. Women (212) 463-1103, to learn more. Page 6 http://wwwadweek.com MQ/September 9, 1996 The economy is in shape, and other trendsconsol- idation, new technologies bode well for agencies. Bright Future, for aChange By Alan Gottesman ACE ii) N -- Y. ke,- IFEor economists, optimism only c2, 6 -- comes in one flavor: cautious. C°A/S 0 Li D17/ fl ,,- 0^,.r That said, there is a strong con- - F -- i,v1,1r e A sensus that the expansion that ../Nf_ r) I A ,-.1 CPC.1r, - Cos Ts Eftiv''- 10 '- ... began in the fourth quarter of 1 rl T E-i cc.- ,.. -oS C 0 A4 P , --, ' 4es 1990 will continue for at least ---- anotheryear.Steady growth COLL- A8oR Al -/V e accompanied by low inflation- TE c H Al oL 0 C, Y with consequently moderate interest rates-is stimu- lating housing starts and retail sales of most categories of goods. And general employment continues to grow. Even the ad industry is helping in that regard. It now appears that 1996 will be the first year since the late '80s in which the ad industry's total employment went up. In an age when downsizing is a management mantra, this is an interesting finding. It means not only that business is good-which it surely is-but that the industry's leaders think it will stay strong for a while (at least long enough to justify bringing in new bodies). The newcomers should not get too comfy; agency managements are alert for signs of pressure on their profit margins, and staffing costs are the first place to save money. Some may worry that 1997, the year after the quadrennial coincidence of national elections and the Olympics, may be a letdown. While this constellation is never bad for the ad business, it is not a pivotal phenomenon. The industry will close 1996 having posted a gain of more than 7 percent-outpacing the gross domestic product-and may do about that well in 1997, even without the political or athletic pyrotechnics. A lot will depend on the economy, and for that we can only wait and see. Outside of economic uncertainty (and even there the outlook is upbeat) there is plenty of cause for optimism. Three big trends have become patent in recent years, and their implications for Madison Avenue's MQ/September 9, 1996 http://wwwadweek.com Page 7

health are either neutral or positive. In particular: There That's not as unnatural as it sounds. Product life cycles have been intraspecies consolidations amongst clients, agen-are short and getting shorter. The corollary is that the pace cies and media; a shift in the pecking order of dominantof new -product introductions is accelerating. (Agency hold- clients has resulted in a new model for ad -spending behav-ing companies with design and identity units, much of whose ior; and new, if ill-defined, technological opportunities havework revolves around new products, claim to be especially added goods and services to the adperson's calling. busy in this area.) Having bulk in the marketplace gives a Let's take consolidations first. A series of corporatemanufacturer some clout, but it does not confer immortality mergers has led to a concentration among parent companieson individual products. It may make it easier to get distribu- in many merchandise categories. These giant consolidationstion and retail acceptance for new items, but that comes in were not immediately positive for the ad business. The com-returnforstrongproductsupport,including,not panies that made the deals, despite their boastful promotionincidentally, advertising. when seeking the enabling financing, took years to actually We've also seen a consolidation within the agency indus- consolidate and rationalize their holdings. Ad budgets, one oftry. Two of the large publicly owned companies, Interpublic the first things to crack in a financial crunch, came underand Omnicom, have seen their own revenues grow at double severe pressure in the early 1990s. That's pretty much over. the inherent rate of the ad business by virtue of their active Generally speaking, companies have lowered their break-acquisition policies. It's a classic "squeeze the middle" situa- even points and are in a position now where there's really nottion, and it has nothing to do with toothpaste. a lot of big bucks to be saved. The current recipe for profit Small ad boutiques with some particular claim to fame- growth is based on revenue expansion, which means: Sellsometimes creativity, but as often local availability or special more stuff. Ad budgets have grown for that reason alone. Onindustry knowledge-can keep busy handling accounts that top of this, even in categories where there are fewer competi-are suitable to their specialty. These shops are often one - tors than before-this according to agency executives withoffice, limited -facility operations that cannot service, let ringside seats-the surviving giants seem more inclined toalone compete for, even modest -sized regional or national slug it out with each other on the ad front than restrain them-advertising accounts. selves, spend less and enjoy the benefits of oligopoly. There's a raft of mid -sized shops that can compete on the Looking Ahead to 1997 Projected advertising expenditures in $ millions

38,413 $13,903 105,975

13,774

10,534 11,150

5,400

Network TV Spot- Spot - +5.0% Cable Syndication 1,841 national Local Radio 15.6 4.5 Magazines Newspapers 3.5 5.5 2.2 Outdoor 6.0 3.8 Total 4.5 major media 4.8 Percent change, 1997 vs.1996 Source: Zenith Media Page 8 http://www.adweek.com MQ/September 9, 1996

Economic Overview

larger stage, but often not very well. A truly successful client, Consolidation hasn't only reshaped the spenders, of one that springs from a local base to a national presence, cancourse; it has been a major force in the media world as well. quickly outgrow its agency. That's especially so if a fast -trackLiberalization of ownership rules allowed the two formerly client seeks overseas opportunities. As a consequence, manystand-alone TV networks, CBS and ABC, to merge into larg- of the middle -market outfits are seeking Big Brother mergerer corporations; other regulatory advances have permitted partners, and, so far, there have really been only two buyers,consolidation amongst station groups in TV and, especially, Interpublic and Omnicom. Other large holding companies, inradio. Some critics see evil in these consolidations, since particular Cordiant and WPP Group, have only just (more oradvertisers must deal with stronger entities when buying ad less) recovered from their acquisition binges that started intime. However, the longer -term effect of ownership rules is the '80s; they may jump back in the game but haven't yet.to make it difficult for the newly unconstrained parties to Two large private shops, Leo Burnett and Young & Rubicam,respond to their own competitors. seem to have cultural biases against acquisitions. In particular, objectors to consolidation in the radio As a result of this consolidation, mid -size agencies that,medium overlook the fact that radio's customers, mostly as free standers, might have teetered perpetually on thelocal advertisers, spend the bulk of their ad budgets with brink of financial disaster-or at least been constrained innewspapers, and in most markets there's only one. Radio funding their own expansion-are growing into formidablehas been making inroads against the print monopolies and competitors. Conversely, this consolidation may serve tohas increased its share of total advertising from a figure just ease the pressure larger clients attempt to exert againstbelow 7 percent 10 years ago to a figure just above 7 percent agency compensation. The ultimate threat-"Do it this waycurrently. As the new, larger broadcasting groups-first in or I'll take my account elsewhere"-is harder to executeradio and, ultimately, in television-flex their muscles, when, because of consolidations and conflicts, there areadvertisers stand to benefit from greater inter -media com- fewer elsewheres open to your business. petition for market share. For ad agencies, understanding the business model of a new breed of advertising client can help explain Dafiriey their ad -spending habits. The auto industry is the ad business' largest customer, and telecommunications and health care among the fastest growing-a big shift from the days when packaged -goodsdrovethe market. These industries have an important financial characteristic in common. They have fairly large capital bases or fixed costs relative to their sales, at least when compared to, say, the food and household products industries. This has a bearing on their willingness to spend money on advertising. A high percentage of these industries' costs are fixed-picture the need to build and maintain a tele- How hot they are How hot we are phone network, a hospital or a car factory.Theyincursubstantial expenses before they ever sell anything. As sales increase, however, those costs don't go up much. Thus, With average newsstand sales of 352,000 in the first quarter, up 35 percent the cost per unit sold goes down over last year, Money consistently outsells all other personal finance magazines combined. mightily with each new transaction. Above a certain base volume, a level America's FinancialAdviso that varies by industry and by corn- MQ/September 9, 1996 http://wwwadweek.com Page 9

pany, the take from the "last" sale is virtually all profit. Howby the "dinosaurs." (Veronis, Suhler & Associates, the much more does it cost the phone company if some teenagersource for the advertising projections at the top of most of makes one more call? the stories in this section, forecasts U.S. interactive adver- As long as there is a realistic prospect of making that onetising spending of $2.1 billion in 2000.) more sale, these companies will likely keep the heat up under their ad budgets. And then there's the interactive issue.Just as not all advertisers use TV Ad folk seem to fall into one of three main camps on this subject. There are a handfulor magazines, for some,cyber- of early adopters-advocates, more like- who see the world becoming digitized, andspace will remainalien territory. that's the wave of the future. A few companies with rather modest business records have received But the change is coming, and the industry's leaders see generous valuations by investors who buy into that theory.it.The new recruits,according oneholding -company Some of the visionaries think they have a clear lead into themanager, may or may not be smarter than their forebears, future and that it's already too late for the rest of the worldbut they possess a different kind of smarts. Technology is to catch up. not a mystery to them, nor is it a novelty. They are used to To these technosavants, the "conventional" ad world isworking collaboratively and seem more strategy -oriented becoming irrelevant, and the large ad shops are either(let's understand and meet the client's marketing challenge) dinosaurs soon to become tar pits or, more charitably, arethan process oriented (how will this TV spot tie in with the being led by managers who "just don't get it," with "it"magazine spread we already created). That can only bode being the worldwide digital awakening. well for the ad business. There may be a few agency heads who don't see what the fuss is about. After all, few advertisers use the new techniques to any great degree, and none of the Internet ad media appear close to profitability. Undeniably, the new technology current will slip into the mainstream sooner or later, but just as not all advertisers use TV or radio or magazines, there will be a lot of marketers for whom cyberspace will always be alien territory. From talks with senior managers of the large agency companies, it's clear they are following interactive developments with great interest, if only to be able to discuss the alter- natives with clients. But most opine that the digital future may be further away thantheevangelists Their readers Our readers think. The projection that interactive advertising will amount to $7.5 billion worldwide by the year 2000, a widely citedfigure,evenifnot ambitious, would represent less than 2 percent of marketing outlays by Read by over 1.2 million millionaires - more than all other personal finance magazines the millennium. By then, probably, combined - Money will feed your appetite for affluent readers at an appreciably lower CPM. many of the pioneers that haven't gone bust will have been acquired merica's Financinl Advisor Page 10 MQ/September 9, 1996 Network TV

'97 SPENDING Struggling Advertisers stepped up to record price increases in last VERONIS year's and this year's upfront marketplace, fueling the need to deliver the quality and quantity of viewers promised and -0.4% for hits ina keep those network bottom lines flush. ZENITH While the playing field has changed, the rules of the ad game haven't: Buyers are still bullish and sellers are opti- strong market +5.0% mistic. Who is right depends on the ebb and flow ofnew products and marketing dollars, which in turn depend on the BY SCOTTY DUPREE economy, politics and the general state of the national psy- che. For the coming year, all If ever the term "new and those signs look good. Net- improved" applied, it would be work sales reps and buyers to network TV and it would be don't expect much change in right now. After last year's theforecastforthenear fiasco-in which the networks term; they say the economy set their demographic sights on and the advertising market- younger adults, resulting in mediocre, copy- place will continue along as in cat shows and lost audience-the nets have the past. Hot categories for retrenched. This fall's schedules boast a network TV are still expected more varied palette of shows within the pro- to be autos, movies and phar- gramming vein of what each network typi- maceuticals, with retail, bot- cally does best. tled drinks and credit cards To that improved formula, add star continuing to spend heavily. power-from Bill Cosby to Brooke Shields (Telephone company spending toMichaelJ.Fox to LL Cool J-and is a question mark, depending unprecedented promotional campaigns for on deregulation rulings, and it not only the networks themselves but for looks to many sellers like the many of the 43 new shows that premiere high-tech category might not sometime between August and November. pan out to be the bonanza And add predictions from ad -agency sooth- once expected.) sayers who think the networks will be able Many in the market are to keep audiences tuned in this year and wondering if what shapes net- slow the leakage of viewing to cable. work TV sales these days is The stakes are high in the network TV game and havenot a supply -demand equation, but rather an if -you -have -it- risen higher in the past year: With the sale of ABC (to Dis-they -will -come philosophy not only sellers but programmers ney) and CBS (to Westinghouse), the networks all now facehave taken to in recent years. "Our belief is that there is the greater bottom -line responsibility that new corporategoing to be more and better distribution available every ownership imposes. As these new entities swell the ranks ofyear," says Jamie Kellner, president of The WB. "What their local station holdings, the pressure is on for the netsthere is not is software, and that's our focus." Kellner, still in not only to make money but to find shows that make affili-the early stages of captaining a start-up network, seesnew ates even more profitable. Disney and Westinghouse, as welladvertisers trying out the net each year, and new marketers as GE (NBC's parent company), News Corp. (owner of Fox),taking their money to national TV. The fact that the pie is Warner Bros. (which owns The WB) and Viacom (which hasstill growing keeps The WB, as well as the other networks, an interest in UPN) also have bets placed on the back -endhealthy with or without some of the bigger -spending adver- syndication possibilities that generate significant revenue.tisers. While advertisers can no longer twist network TV's

A month ago David Hill got an unusual promotion: He was made president of Fox Broadcasting Co., butno one reports to him except the divisions he managed previously as president of Fox Sports,a title he will keep. That's OK, say those who know him: Hill holds chairman Rupert Murdoch's checkbook. An Australian, Hill has aided Murdoch insome of News Corp.'s more monumental challenges: He is credited with putting cricket on BSkyB, rocketing the channel from obscurity, and he fired up Fox Sports, putting together a first-class team for the NFL and Major League Baseball. Hill isnow expected to spend big money on big things, such as miniseries and event programs, to push Fox closer to full networkparity. MQ/September 9, 1996 Page 11

arm the way they once did, there are still lots of otherto forget they're losing share to cable" and those losses are options that can thrust a network sales rep into depression. reflected in make -good units that blur the lines of pricing. The relationship remains congenial, with network sales Still, sellers are confident that even though there's more departments friendly -faced and service - inventory to be sold later this year- oriented, and buyers looking not only for upfront sales committed only 75 to 85 per- the best deals but flexible and creative"The networks cent of network inventory, leaving the bal- schedules that accomplish their clients' ance of the ad units available for sale in the goals. The network side gets an extraseem to-orgetscatter market-the dollars to buy it will bump by remaining the primary TV surface. "Clients are not only confirming home of quality original programming:they're losing their upfront commitments but asking to The broadcast networks are still the onlyshare to cable." increase them," says one seller. "They're outlets able to spend millions of dollars asking for that; I don't know if they'll get -J ack Klues, Leo Burnett on programming day after day. Network - it," says the exec, who didn't want to see quality programming draws viewers en the higher -priced scatter inventory go at masse, an attraction that no other medium can currently repli-the CPM of an expanded upfront deal. cate and no major advertiser can avoid. The truth is, network If the networks get those price increases -15 percent TV still delivers the biggest and broadest audiences. above upfront, which was seven to 15 percent above last year's Which bodes well for the rest of this year's network TVupfront, which was 15 to 30 percent over the year before marketplace, say network sales executives. "It's going to be athat-it's not necessarily a bad thing. Price hikes are clearly a great year," says Marvin Goldsmith, president of sales atgood sign for networks and, though some would rather not ABC, who has confidence in the quality of programming onadmit it, for clients. Rising prices indicate a healthy market, the schedules this year and who believes there is more moneyand be networks don't see the market slowing down. waiting to be spent on network TV than ever before. "Advertisers are already talking about scatter," planning on what to do with the inven- Money tory they've already committed to and figuring how much more to buy, says Goldsmith. Other sales reps agree and expect that advertisers will end up spending about 15 percent more for ad time bought later in the year than they paid for it in the upfront market last spring. Natural- ly, buyers disagree. "I don't see 30 percent more dollars available to eat up that inventory," says one national TV buyer about the impending scatter market. "We spent all our money in the upfront, and as far as we can see from here, our clients don't have anything down the pike in terms of new product launches that weren't Their reach Our reach planned for already." If the lack of money doesn't inhib- it the scatter market, say buyers, underperformance will;it was the bane of last year's prime -time schedule."The networks tendtolet With nearly 10 million readers, more than all other personal finance magazines demand drive pricing," says Jack combined, Money continues to be the best place to lure people to your advertising. Klues, senior vice president of U.S. Media at Leo Burnett. "They seem America's Financial Advisor Page 12 MQ/September 9, 1996 Cable TV

'97 SPENDING Learning to own image. Tele-TV has moved to buy several wireless cable VERONIS operations and soup them up forinteractivity,while

+14.2% Americast has launched overbuild cable systems in abouta live with dozen communities. More recently, Americast ordered ZENITH $1 billion worth of digital set -top boxes from Zenith, to begin rolling out in areas like suburban Atlanta nextyear. its +15.6% success Cable programmers are only too happy to see the rise ofa new generation of distribution outlets, because they give most BY MICHAEL BURGI networks a chance to increase their national reach. The day is not far off when the likes of CNN, ESPN, USA Network and I you ask for something often enough, MTV break past the 70 -million subscriber mark, there's a good chance you'll get a figure few industry observers thought iteventually.The cable they would ever reach because cable industry has constantly alone was never expected to hook up complained that the that many subscribers. rate reregulation As channel space on tradi- brought down on it three years tional cable systems has dried ago was unfair, and argued the up,however,topoperators way to wipe the slate clean was have returned to the old prac- to allow competition. tice of taking a stake in new Now the industry has it, services in exchange for car- with theadventofdirect rying the network on their broadcastsatelliteservices systems. TCI, with some 15 and the entry of the former millionsubscribersnation- regional Bell telephone compa- wide, most recently took a 20 niesintothe TV business. percent stake in News Corp.'s Though nascent, the competition Fox News Channel as payment is taking a bite out of the growth of for launching the network in front major cable operators. of 10 million subs this October. But its DBS services include the successful channelcapacityremainstighton DirecTV, a unit of General Motors' Hughes several key systems, so it booted veteran Division, which counts 1.6 million subscribers networks, including Lifetime, VH1 and CNBC after only 18 months of operation. Primestar, a rival (and(interestingly, TCI is a part owner of CNBC rival CNNfn)as only medium -powered) service run by a consortium of cablewell as younger networks like E! Entertainment. operators, runs a close second with about 1.3 million, and Problems like this will get wiped away once digital set- Echostar's DISH service hit the 100,000 mark after lesstop boxes gain wide distribution. TCI is scheduled to begin than six months in operation. Others are on the way, includ-rolling out digital boxes this month to homes in the Hart- ing one from Tele-Communications Inc. (TCI), the country'sford, Conn., area. By year's end it expects topass some largest cable operator, and News Corp., which plans to350,000 subscriber homes and will add four or five additional launch a service jointly with MCI by the end of '97. markets early in 1997. On the telco front, both major consortiums, Tele-TV and The catch is that subs will have to pay for digital boxes, Americast, are aggressively working to launch overbuilds ofas they will the other golden egg of cable's future, the cable established but vulnerable cable systems across the country.modem. It brings up a question that has dogged the industry U S West, the lone telco not involved in the consortiums, hasfor years: How much extra service will subscribers be will- opted instead to buy cable systems and rebuild them in itsing to pay for? The last time cable operators got too greedy

In an era of instant news gratification,when viewers judge the news by how fast they can get it, Roger Ailes has cho- sen to launch another 24 -hour news channel, the third entrant in a now -crowded field. Ailes' boss, Rupert Murdoch, chairman of News Corp., came up with the idea to create an alternative to the "liberal" 24 -hour news leader, CNN. Ailes marches forward with more than $300 million earmarked to establish thenews operation, which launches October 7 to some 15 million cable homes. Considered a master manipulator of media, Ailes has no reservations about waginga public war in the press with NBC, which recently launched MSNBC, the second entrant in the 24 -hour news channel category MQ/September 9, 1996 Page 13

by ramping up monthly bills, the industry got reregulated.more advertisers into cable. Second, Olympics moneythat got Now it has satellite and phone companies to keep it in linesiphoned out of the market this year will return. And, lastly, price -wise. Still, it could be a painful lesson to learn substime is on cable's side. "This is a gradual process," says Sir- aren't interested in forking over the vaitis, referring to the shift of budgets extra dollars for blindingly fast modem toward cable. "It's going to take a couple of access or 300 channels of program"Viewers looked years. But at some point buyers will give choices and video -on -demand. up on buying a medium that is losing mar- What reallymatters,though,isforoptions, ket share and begin to spend more on one whether people are watching. By that that's gaining market share." benchmark, cable has had its most suc-and kept coming Recent events on the spot cable side of cessful year ever, despite the absence of the ad -sales equation are starting to give back to cable." that category its own glow. Only a month the O.J. Simpson murder trial, which had -IFE's Flick Sirvaitis buoyed cable ratings throughout 1995. ago, Adlink, the interconnect serving Los Total basic cable, according to Nielsen Angeles, finally consolidated the market Media Research data provided by the Cabletelevision Adver-when it convinced Century Cable, which serves the wealthy tising Bureau, was up 13 percent in ratings and 11 percent insuburns of Beverly Hills, to join. Eight of the top 10 markets share in prime time through 48 of the 52 weeks of the '95-'96now have interconnects that offer consolidated coverage. TV season. The Big Four networks were down 4 percent inCharLe Thurston, president of Adlink, predicts the top 20 ratings and 3 percent in share for the same period. markets nationwide will likewise be consolidated in two "Because of the increased fragmentation in broadcast TVyears, which will finally give spot cable theleverage it needs and its change in demographic reach over the last few years,to drew regional and other big -money advertisers beyond the viewer has been confused," argues Rick Sirvaitis, presi-the mom-and-pop business it has traditionally relied upon. dent of IFE Ad Sales, the sales arm of the Family Channel and MTM. "Those viewers looked for options, and the option that kept coming back to them was cable." The advertisingmarketplace, however, ended up penalizing more than congratulating the cable networks fortheirratingsprowess. Because most cable networks had more gross ratings points to sell in this past upfront marketplace, they could count on larger dollar -volume deals from agencies. That made it difficult to push up the cost -per -thou- sand price they charged agencies. It didn't help that two of the largest cable ad -sales operations- Turner Entertainment Networks and USA Networks-chose not to push the market, guaranteeing they would get the volume needed to fill ratings points. The move set the tone for a Their CPM Our CPM softer upfront in which most cable networks had to struggle to eke out CPM increases north of 5 percent. Salesexecutivespredictnext Money's CPM is a full 38 percent lower than other personal finance magazines year's market will treat cable far measured by MRI, meaning you don't have to pay big ticket prices to reach big ticket spenders. better for several reasons. For one, ratings will continue to rise, pulling America's Financial Advisor Page 14 MQ/September 9, 1996

Interactive 4

'97 SPENDING Marketers might be better off sponsoring on-line programming thancre- VERONIS ating it. He points to Absolut Kelly, a Webzine created by Wired

+177.8% executive editor Kevin Kelly expressly for the vodka brand,as wiseup as indicative of the new yet old model for advertising and contenton ZENITH the Web. "[It's] somewhere betweensomeone else's content and Web their own," he says. surges NA Indeed, indications that the mega -sitecraze may be dying down are beginning to crop up, if one knows where to look. BY CATHY TAYLOR Zima, one of the first consumer goods to putup a site on the World Wide Web, has dispensed with its weekly update In the maelstrom that is the current on the world of Duncan, a Generation X, Zima- stock market, technology com- quaffing character who may have been the panies have tended to grab Homo erectus of on-line advertising the headlines, whether spokespeople. Similarly, Levi's, which their issues move up or last year constructed a mega -site down. Just ask any around a guide to hip culture, America Online executive, who startedtoexperiment with has seen the valuation of his other on-line advertising forms AOL stock cut to roughly a thissummer.Inanother third of its 52 -week high. Or new/old twist, the company has Wired Ventures, which has actually put self-contained ads delayed an initial public offer- on a number of sites. The cam- ing that would have valued the paign's banner-if it can be company at $450 million. called that-is simply a blinking Even though those statistics eye, which doesn't carry the may indicate the bloom is off the Levi's logo. Those who click on it thorny new -media rose, many people view a Quicklime video (the dawn close -in suggest that everyone should of true on-line commercials?) that, get start paying more attention, not less. this, does not link to the Levi's Web site. Because if 1995 was an eye -popper in terms The emergence of such divergent adver- of the Web's sheer potential (and in terms of all- tising models simply means more work forcom- out hype), 1996 may be remembered as the year the real, panies like Organic. Nelson notes that creative and strate- non -starry-eyed growth began to take hold on the advertising,gic fees in the industry are "going up dramatically." content and technology of the Internet and other on-line media. Nelson's view is certainly in step with some recent indus- "Last year was kind of a study in cluelessness," admits Jonathantry predictions. According to Cambridge, Mass. -based For- Nelson, chief executive officer of hot Web advertising developerrester Research, 1996 advertising revenue on the Internet will Organic Online. reach $80 million, and the wondrous $1 billion mark is To some extent, Nelson regards that cluelessnessas theexpected only two years from now. That optimistic figure will headlong rush most advertisers made in their first forays ontoprobably represent advertising that is different from thepre- the Web: building voluminous mega -sites detailing everythingvailing on-line models today, however. "Weare bullish on from the birthplace of the company founder to the latest shareadvertising taking root," confirms Kate Delhagen,a Forrester price. While Nelson and others continue to build huge sites,analyst. "We don't think the [advertising] bannersas we know Nelson shares a common sentiment that perhapsnew mediaand love them will be the same." could learn a thing or two from old media about the relationship Banners and advertising sites will be increasingly customized between advertising messages and content-that advertisersto a user's likes and dislikes, shifting productionover to more

On the day Susan Russocommitted to an interview on her job as general manager of Rodale's on-line properties,their principal partner, AT&T, pulled the plug on its venture. "Alliances change," shruggs Russo."That's the nature of this thing." Russo, 43, appears to be the sort of person who is unfazed by the changes that often confrontnew -media executives. Russo says Rodale remains committed to building a formidable on-line presence for its print titles such as Prevention and Men's Health. The strong relationship between people interested in bettering their health and theempowering aspects of the Internet make "a perfect fit intellectually. The Web is for people who want to take action," Russoobserves. MQ/September 9, 1996 Page 15

targeted advertising messages that draw on the database capa-taste tests, industry players are predicting that the ongoing bilities of the Web. Increasingly, one's advertising experience onbattle for browser market share will only bring good things, the Net is unique, based on past and current Web behavior,such as advertising revenue and better browser products, to the which is matched with likely advertising Internet. Microsoft, first out of the gates (no interests. For instance, companies such as pun intended) with the 3.0 version of its DoubleClick, which reps 55 sites, can browser, Internet Explorer, began an adver- deliver advertising banners on an individ-Thebrowser tising and promotional barrage in mid - ualized basis to anyone who accesses their August, buying up Web banners and even roster of sites, ranging from Travelocitybattle will bring giving the beleaguered newspaper industry to Golf Web to SportsLine. "We're kind of a boost by touting the software in a print the Burger King of Internet advertising,"only good things campaign that ran in papers all over the says Kevin O'Connor, the company's chiefto the country. Netscape launched its 3.0 Naviga- executive officer. "We do it your way." Web. tor browser less than a week after IE, with DoubleClick isn't the only company a similar media barrage. moving to a network concept to bring efficiencies-and pre- Fortunately for the ever-growing universe of Internet users, sumably more money-onto the Internet. Interactive Imagina-the advertising and promotional battle is bound to spill over into tions, which runs the gaming site Riddle; started its own siterefining the products themselves. Savvy deal -making and new pool, the Commonwealth Broadcasting Network, by pullingtechnological natures will improve each user's Internet experi- together hundreds of small sites. Interactive Imaginations sellsence and give developers a better environment in which to cre- and disperses the ads to compatibly targeted sites, puttingate content. "The browser wars are going to drive capabilities, placements for such advertisers as Snapple and Microsoft onbecause Microsoft and Netscape are going to leapfrog each sites that could never lure those advertisers on their own. other," predicts Nardone, "which is great for all of us." The market has gotten so strong, O'Connor sees an end to the first Internet advertising era, in which anyone who didn't negotiate a deal off the rate card probably didn't keep his or Money her job long. "I think this winter we're going to see everything flip-flop, where demand is going to outstrip supply," he says. It's one thing to hear such claims from the sales side, but media buyers also note the supply and demand relationship has started to tilt. "For the first time, we're finding that inventory we want is already sold," explains John Nardone, director of media and research services for ad agency Modem Media. Nardone predicts that IBM, Microsoft, AT&T (a Modem client) and Sprint alone will spend more in the fourth quarter than was spent on all Internet adver- Their readers Our readers tising in the third. Strong ad demand brings the dis- cussion,oddlyenough,to Web browsers, the budding Coke vs. Pepsi of theInternet. While neither With a median HHI of $60,000 and nearly 10 million readers, the Money audience Netscape(Coke)norMicrosoft offers purchasing power greater than tiiat of all other personal finance magazines combined. (Pepsi) has yet enlisted Bill Cosby to conduct a series of Web browser ,America's Financial Advisor Page 16 http://www.adweek.com MQ/September 9, 1996 Consumer Magazines

,97 SPENDING Guthrie also predicts magazines will garner a larger share Extendin.g VERONIS of the total media market next year, about 8.9 percent. This year magazines-not poised as a medium to take maximum 5.8% the brandis advantage of this year's Olympics or the presidential elec- ZENITH tions-will finish up about 8 percent, the sameas last year. new priority Guthrie also predicts the total market will grow nextyear, so +6.0% magazines will take a larger slice of a larger pie. Ad rates will be raised only moderately in '97, mostly in the BY JEFF GREMILLION 3-6 percent range, and nobody will be very aggressive with costly rate base hikes. Automotive will continue to be the hot The paper and postal cost woes that ad category, with several major product launches have dogged the magazine planned. Guthrie estimates the car category industry for two years alone will account for $1.5 billion in ad are tapering off. But revenue next year. The food category the innovations will soar, thanks particularly to a necessitated by milk campaign that will kick in hard times-as profit -desperate soon, adding $70 million-more publishers searched for ways to than double this year's bud- wring more outoftheir get-tomagazines'coffers. titles-have taken hold. This year's surprise -sensation 4.194.6.1 The coming year of rela- category, drugs and remedies, tive prosperity will be a time ,W1i(1 will stay well, partly because of unprecedented, real -world of the continued influx of new- (as opposed to virtual) innova- ly legal prescription -drug ads. tion. So-called brand building Some of the real excitement will be at an all-time high, even next year will be taking place as publishers idle their on-line off of magazines' pages. Produc- engines, realizing the payoff of ing the core product continues to be cyberspace isstill a decade away. a costly proposition, and publishers And the interests of baby boomers will are turning to the time-honored art of still drive the market. "franchise development" or "brand exten- "When you've endured so much painfora sion" more than ever before. These are, of course, while and it lets up a bit, you feel good about it,"says Timefancy terms for exploitation-exploiting the personal bonda Inc. president and chief executive Don Logan, reflectingonreader makes with a publication to induce him to buy other the sputter in skyrocketing operating costs. goods and services with the magazine's name on it. House "The entire industry was caught off -guard," echoesBeautiful paint, Cooking Light recipe books, Elk clothing, the Conde Nast president and chief executive Steven T. Florio,Spin radio network, Sports Illustrated tv shows, Individual about paper costs, which soared 40 to 50 percent over theInvestor financial services, etc., etc. past two years. "We budgeted for an increase, and we're see- "During the difficult times," says Time Inc.'s Logan, ing prices flat, even some minor decreases." "when ad budgets are down and costs are high, we've been Prices are still high, but the "overheated growth" hasforced to look around for other profit opportunities." slowed, acknowledges James Guthrie, Magazine Publishers Of course for Logan and Florio, the pressure they exerton of America executive vice president. He warns that, despitetheir companies to boost brand extensions-or "line exten- the optimistic outlook of most publishers, the pricesaresions," as Florio calls them-is part of the general business likely to edge up again next year. strategy, in good times and bad. "I went to business school,"

Editor Katherine Pearsonand Coastal Living-the bimonthly shelter/travel/financial-strategy title to launch next spring from Time Inc.'s Southern Progress-will make, pardon the pun, a big splash in '97. Describedas "very bright, very creative" by her boss' boss, Time Inc. president and ceo Don Logan, Pearson will share her guidance with Progress' successful,upscale interiors bimonthly, Southern Accents, which she also edits. Part of her vision for both books is that the houses she features, though beautiful and aspirational, are not showrooms. They are real homes. "The dream quality is only valuable ifyou can taste it every now and then," she says. "We show a kind of house other publications have overlooked." MQ/September 9, 1996 http://www.adweek.com Page 17

says the Conde Nast chief. "I've Many people don't know how to always looked at titles as brands." "This is a 10 -year use it, and they won't pay for it." Florio not only views his titles Companies that have already as brands, but also the companyburn. I don't know howestablished a strong presence on- itself. New magazines at Condewe're going to make line will likely maintain the status Nast can be considered extensions quo, while perhaps reducing their of the corporate brand. "You havemoney with [the Net]."development budgets. Those who to brand the whole company," says have not made the move on-line will -CondeNast'sSteve Florio Florio. To wit:CondeNast nonetheless do so in order to please Traveler, Conde Nast House & advertisers, who expect as much. Garden, the upcoming Conde Nast Sports jor Women. Florio "We have not been pioneers," says Gruner + Jahr president recently hired David Fishman away from the licensingand ceo John Heins of his company and the race in cyberspace. department at brand -building giant Disney to oversee line"We want to be a player. We want to work with our advertisers extensions at Conde Nast. who want us to be players." The recent dismal production atmosphere was, perhaps, Custom publishing, after four years of growth, will likely just the chance longtime brand builders needed to instill thesubside next year, suggests the MPA's Guthrie. Returns have virtues of exploiting the core. "I wouldn't say it's all driven bybeen less than companies bargained for, and the bidding adversity," says People vice president Jeremy Koch. "Donprocess for contracts has proved a hassle. Magazine compa- Logan's really pushed us hard to find ways to develop our busi-nies may do some custom work on-line. But by and large, nesses. We have high profit goals." publishers are reluctant to put money and energy into build- Logan's corporate roots run to Birmingham, Ala., homeofing someone else's brand. Time Inc.'s quietly successful subsidiary Southern Progress. Progress, of which Logan was president,publishes Southern Living and six other regional and national magazines. More than half of the Money $500millionthatcompany will report in revenues this year comes from brand extensions, mostly books spun off its titles and produced by its Oxmoor House unit. The emphasis on brand building raises some ethical questions, however. "The wall between editorial and advertising has become penetra- ble in many ways," says Suzanne Braun Levine, editor of the industry watchdogColumbia Journalism Review."That'snotnecessarily because of moral decay. The busi- . ness has changed." Levine's concerns focus mainly on the move by magazines on-line, now the most common of brand extensions. The Web loveaffair Their perceived value Our perceived value appears to be cooling, however, as publishers realize how far distant any payoff is likely to be. Even witha newsstand price as much as 40 percent higher than others in the "This is a 10 -year burn," says category, Money still outsells all other personal finance magazines combined. Florio. "I don't know how the hell we're going to make money with it. America'sFinancial Advisor © 1996 Group W Gatelike Communications THE NAS UNTRY isa service mark, of HLMC, Inc.

Page 20 http://www.adweek.com MQ/September 9, 1996 Trade Magazines

'97 SPENDING mature and flatten for the trades, computers will continue to A strong VERONIS be the hottest category; last year, advertisers spent more than $2 billion in computer books. Predicts Novak, "The strength of +6.2% showing, the computer category will continue throughout the decade." ZENITH Medical trade publishing, beginning its rebound now, will even online return to its position as a top category. "The panic that NA accounts for the decline-caused by the Clinton administration's initiatives in reforming health care-has died down," A BY JEFF GREMILLION Novak says. Other strong or growing The trade -magazine upswing categories,accordingtothe that has been driven by a few ABP include travel, retail and booming categories will con- hotels, restaurants and food, tinue next year and will be science and research develop- more diverse, as a variety of ment, engineering, aviation and categories show strength. aerospace, industrial products, The industry as a whole has been as troubled water supply and sewage, gov- by escalating paper and, especially, postage ernment and public works, costs-and as smitten with brand building- automotive, construction as its consumer brethren. But trade publish- and motion pictures. ers are poised to take franchise development Trade books will continue much further into cyberspace. to look to the Internet as a Thisyearproductioncostsdidnot increase nearly as much as fearful publishers consumer books, which seem to had budgeted for. If Democrats take over be accepting the status quo and Congress this November, a Republican -led resigning themselves to long- effort to reform the Post Office could die and term losses with their on-line give waytonew fearsofpostal -rate endeavors. The trades aim to increases. But American Business Press take advantage of the need -to- president Gordon Hughes optimistically pre- know,ratherthan want -to - dicts no postal surprises for the year and only know, nature of the information slight increases in paper prices. they deal in. "I feel fairly cer- Year-end industrywide ad revenues are tainbusiness -magazinepub- expected to be up 5.5 percent over '95, and next year's figurelishers will find a way to make the Web pay," says Novak. will jump about 6 percent more, says Hughes. Veronis, Suh- Hanley Wood, which publishes magazines for builders and ler predicts total spending on business -to -businessmaga-others in construction, is already in the black with its Builder zines will near $8.5 billion next year. The solid state of theOnline service, says executive vice president Michael Tucker. industry today and the hopeful outlook for '97 have "theHanley charges advertisers for hyperlinks, creates Web sites mergers and acquisitions folks cranked up," says Hughes. and has corporate sponsors like Anderson building suppliers. "There will be an aggressive mergers and acquisitionsThe site-featuring new products and floor plans,news marketplace," says Veronis, Suhler managing director Joelitems of relevance gleaned from wire services and an exten- Novak, adding that European investors have a renewedsive database-is free to users. "The relationship with the interest in the American business press. "There will be anusers is first," says Tucker, "then there's the relationship awful lot of capital chasing too few investments." with the advertisers. The idea is not to charge people, but to Despite some theories that the computer market willmake them spend time with the service."

While many trade magazines are polishing themselves up and soundingmore like consumer books, one new launch aims to cut through the glossy veneer. Individual Investor's Ticker, a spin-off of the consumer Individual Investor, willtarget brokers with straightforward advice on "under -romanced" stocks and tipson how to sell them, says editor Jackie Day, who left a job at Morgen-Walke to take her new post. "We have a tight focus," shesays. "We're not going to talk about what kind of tie a broker should wear, or what he should eat for lunch." Says II publisher Jay Burzon of Day, "With her understanding of this changing industry, she'll help brokers do their jobs better. We're absolutelysure of that." A voice of her own. She discovered 'early on the power of persuasion

End teamwork,ogrowing up with six siblings. Strong. Yet supportive. Incisive. Yet sensitive. She's developed a management style uncommon in today's corporate headquarters. Breeding a fierce loyalty. Leading AT&T's

Business Communications Systems to a remarkable turnaround. From a multimillion dollar loser to a profitable division of the telecom giant's successful spin-off, Lucent Technologies. Yes. She's got the complete game. Including a 13 handicap. Pat Russo started reading Forbes as a political science major at Georgetown University in 1972. Forbes Page 22 MQ/September 9, 1996

Newspapers

'97 SPENDING Focus shifts [the possibility] of [developing] ad revenue. They'll build VERONIS awareness to get people to the sites and continue to retool and refine as they add content." +4.4% to on-line, As newspapers develop their on-line products, they will ZENITH offer more diverse advertising packages, with combinations of print and on-line. The Newspaper National Network has retail goals +3.8% teamed up with the New Century Network and the Associ- ated Press to sell advertising in the six categories the NNN is BY ANYA SACHAROW building for the industry (drugs and remedies, automotive, food, household products, bev- The biggest difference in the erages, and cosmetics and toi- newspaper outlook for the letries). "While on-line isn't a coming year, compared with critical mass yet, what we're last year, is also a big relief selling is critical mass through for publishers: No drastic the newspapers, which reach hikes in newsprint prices are 60 percent of adults every expected. In 1995, publishers suffered a 40 morning," says Pat Haegele, percent increase in newsprint costs. But added president of NNN. "The sight, rate hikes scheduled for early 1996 never sound and motion [on-line] that came, and '97 should be no different. Without we don't have with newsprint the impact of drastic cost increases on the bot- can lead consumers to the on- tom line, the industry can focus on more cre- line product and vice versa." atively developing the on-line arena and While advertising prospects searching for ways to boost retail ad spending. for traditional newspapers are Major changes in new media are likely for improving, retail continues to '97, as the industry gets used to the Internet be soft. Consolidation among and more aggressively uses it. Newspapering major national stores, and the is now beyond the "What is it?" and "What do big chains' resorting to cata- we do with it?" stage and has moved to "OK, logs rather than traditional we have it, how do we market it and make it advertising,havehurtall better?" This year, the Newspaper Association media, not just newspapers. of America presented its first Digital Edge For the first half of 1996, retail Awards for innovative use of the medium. New was up a slim 0.5 percent. "We Jersey Online and Florida Today's Space Online were deemedlost volume because of working off an inventory of high best on-line newspaper sites. newsprint prices," says Miles Groves, the NAA's chief econo- "I've seen a tremendous amount of creativity [on-line] frommist. "This year I don't anticipate it to be so slow" newspapers, despite their reputation of being slow and drab," To combat slow retail growth in 1997, the industry could see says Randy Bennett, the NAAs vice president of new media.more "microzoning" in which newspapers provide segmenta- Bennett predicts a "shoring up" of what was the industry's firsttion, targeting and zoning of circulation to improve insert dis- crack at new media. Though profitability on the Internettribution and more effectively compete against direct mail. The remains elusive, papers such as Knight-Ridder's San Jose Mer-model has worked for Oklahoma Publishing Co.'s Daily Okla- cury News and Dow Jones' The Wall Street Journal have imple-homan in Oklahoma City. In 1992 the paper broke down its mented paid subscription programs for their on-line efforts. market into 271 plots, from a previous 40 ZIP codes. For year- "The industry is continuing to focus on the product," saysto-date ending July 1996, zoned retail preprints were up 18 Bennett. "Newspapers do want to drive traffic as they look atpercent over the same period for 1995.

David Mazzarella, the 58 -year -old editor of USA Today, prefers to keep the spotlight off himself. "It's the paper that should be watched," he says. Under Mazzarella's editorship, Gannett Co.'s flagship daily is moving away from truncated articles and picture -pretty features toward hard news and investigative reporting. USA Today has garnered kudos for recent reports on guns in America and crime on campus. Mazzarella, named editor in December 1994, says he wants to improve reporting of public -policy issues and expand international coverage. "You can't tip the balance of covering national news and issues," he says. "But people are interested in overseas because it affects them. It's a global marketplace." The influential. Th' fromfinance to affluent. The inquisr n o tc o v e r e d fine art, from film five. The venturesome_ to foreign relations. The most desirable audience on the planet Which means the only way they won't see makes it a point to see what there is to see and respond to you in The Times is if you inThe New York Times every day. Why aren't there to begin with. Now that's what else would it be delivered to the White House, you call raining on your own parade. Call the Vatican and the Kremlin? Our readers Janet L. Robinson, Senior VP., Advertising, at know The New York Times covers 212-556-7478 to make your message their world like no other paper: = a part of The Times. Elte New fork gimes http://www.nytimes.com Page 24 MQ/September 9, 1996 Syndication

'97 SPENDING some inventory for scatter," Duncan contends. "To us, that Everything's VERONIS looks like a pretty good bet." Apparently, syndicators and broadcasters alike are banking +0.6% comingup on stronger ratings and positive reviews to rebuild the trust of ZENITH advertisers. Rich Goldfarb, executive vice president of national ad sales for New World Sales and Marketing, views the devel- Rosie +4.5% opments as part of a "natural, evolutionary process," rather than a watershed self -policing of the syndication business. BY MICHAEL FREEMAN "With the confluence of events, where there were a lot of Washington activist groups putting a spotlight on these [talk] yndication is trying to clean up shows, advertisers were a lot more selective in its act. Purging all eight of this upfront," says Goldfarb, who oversees the so-called freshman barter ad sales for New World/Genesis "trash"talkTV Distribution. "Undoubtedly, the con- shows of last sea- tent issue will drag into the new son,repentant season, and the syndicators have syndicators came back to adver- made it smart business to be a tisers in the 1996-97 upfront lot more responsive." market with a slate of more Much of that newfound palatable, softer, cuddly shows. wisdom is predicated by the Not many advertisers, however, startling ratings success of were quick to take the bait. The Rosie O'Donnell Show, The skepticism on the part which Warner Bros. Domes- of major advertisers also had ticTelevisionDistribution syndicators anticipating a some- opportunelylaunchedlast what guarded approach from June, after the talk show fallout media buyers, most of whom were earlier in the season. Suddenly, expected to take smaller budgets syndicators were touting their self- into the upfront market. Coming off a proclaimed "advertiser -friendly" season when broadcasters agreed to adopt shows for next season-such as Pat a voluntary ratings system for violent and sex - Bullard (from Multimedia Entertainment), ually explicit content, syndicators read the adver- In Person with Maureen O'Boyle (Warner tisers' wariness correctly and responded by holding some adBros.), Access Hollywood (New World/Genesis/Twentieth), inventory back for the upcoming scatter markets instead. Dating/Newlywed Game Hour (Columbia TriStar), Scoop In fact, Tim Duncan, executive director of the Advertiserwith Sam & Dorothy (ACl/Pearson Television) and The Brad- Syndicated Television Association (ASTA), notes that syndi-shaw Difference (MGM Television)-to prove that syndication cators sold out approximately 75 percent of their inventoriesis capable of producing the kind of uplifting, entertaining pro- in the most recent upfront market, compared to an 85 percentgramming so rarely found in the business in recent years. sellout rate for the market last year. Duncan projects national "Rosie and Oprah [Winfrey] are two strong examples of how barter ad sales will hit $2 billion for calendar year 1996. Hea show can successfully balance the scales between achieving estimates year-to-year market growth at around 4 percent,high ratings and maintaining a quality environment," says Bob compared to last year's 7 percent, reflecting the tentativenessDahill, vice president and general sales manager of MTM of both buyers and sellers. Advertiser Sales. "Not everyone can have or clone a Rosie, but "Where the [broadcast] networks were pulling out someher success illustrates the point that if you have something dif- discounts, syndicators had a deliberate strategy to hold outferent to fill a new audience niche, anyone can build a hit."

Though based in New Yorkas vice president and general sales manager of MTM Advertiser Sales, Bob Dahill has played a significant role in rebuilding the creative reputation of MTM (now owned by Pat Robertson's International Family Enter- tainment) on the West Coast. Dahill is proud of the "phenomenal reception" given MTM's fall sci-fi weekly, The Cape, which has Chevrolet as a charter sponsor and 195 stations on board. One of his most satisfying experiences was helping MTM acquire a little-known children's educational series, Jack Hanna's Animal World. "With the rewrite of the Children's Edu- cational Act [requiring broadcasters to air such programming], there couldn't be better time for this show," he says. I

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'97 SPENDING Groups look head of local broadcast for TN Media. Fox, whose own sta- VERONIS tions are represented by several outside firms, could use New World's sales unit to take its rep business in-house. 4.0% to cut costs, Marketing -savvy groups are starting to use all the tricks ZENITH of the trade in the local ad wars. If watch -and -win contests gave advertising agencies (and rating service Nielsen Media set thepace +4.5% Research) headaches this year, wait until next year. "The best ideas [for increasing revenue] now are coming BY MARK GIMEIN from radio, as they have for some time," says Sinclair chief executive officer Barry Baker, The starting gun went off for who hasareputationfor the latest wave of television emphasizing his stations' sales mergers with the passage of andmarketingoperations. the Telecommunications Act That means contests, exten- of 1996 in February, and the sivelocalpromotionsand biggest groups have been off partnerships with local adver- and running ever since. The reigning mental- tisers. Much as it might worry ity: buy high, cut costs, squeeze money from national agencies, that isa the new properties and fight for every last trend hard to reverse. When dollar. This is not business as usual. Cox Broadcasting came under In 1997, the big players will expect to see fire for skewing audience rat- some of the economies of scale they have ings with watch -and -win con- promised their investors. That means some tests at Pittsburgh NBC affil- ad -sales traditions could be in for a quick iate WPGH-TV, Cox didn't overhaul. This year has already shown that stop the promotions. Company selling time on individual stations is no officials just decided to run longer strictly a local business. "Companies the sweepstakes year-round. such as CBS/Westinghouse have learned to The single best idea of 1997 make group deals that take [a substantial might be one that newspapers percentage] of the money out of the rest of put into practice years ago. thespot marketplace,"saysTelevision Advances in technology now let Bureau of Advertising president Ave Buten- TV stations provide zoned ads sky. That trend will continue. Look espe- to cable viewers by sending out cially for Fox to use its new 35 percent national coverage tocommercials and promotions tailored to individual cable sys- offer powerful, unwired network possibilities. tems or groups of systems. ABC owned -and -operated KG0- Expanded groups are now also in a position to shave pointsTV in San Francisco has already done pioneering experiments off their ad -sales costs in tough negotiations with rep firms.with localized promos and, when a new file server is put in Companies such as the Baltimore -based Sinclair Broadcastplace later this year, should be able to transmit as many as six Group (which owns 22 stations and operates seven others) iscommercials at once to different areas. now choosing a rep firm to unify its sales operations and will "The initial impetus was promotion," says KGO general set the tone for the national spot sales business. manager Jim Topping, "but of course I saw that if I can do The expanded Fox station group, augmented by the Newthat, I can do commercials, too." The biggest hurdle is selling World stations, may be the biggest question mark in the ad -cable operator TCI's corporate office on the idea (the technol- sales business, however. "It'll be interesting to see what Foxogy requires equipment at the cable head -end). Says Topping, does with New World and its sales unit," says Howard Nass,"It's not something the local cable systems can agree to."

Gifts of Scotch might notbe in fashion in the abstemious '90s, but there are plenty of broadcasters who would be happy to send a bottle to Frank Smith Jr. The Corpus Christi, Texas, station operator (he has owned and run NBC affiliate KRIS since 1956) partnered with Joseph E. Seagram & Sons to run commercials for Crown Royal whiskey, breaking the gentleman's agreement that has kept liquor ads off the airwaves. Smith had been trying to sign a distiller for 13 years. "It's a long time between drinks in Kentucky and Tennessee," the patient broadcaster said earlier this year. Smith says he expects to air another flight of ads from Seagram in the fall, and also expects a second distiller to join in. KISS KISS KISS

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key personnel, titles and phone numbers ... and its 1 U Any 2 for $425 ORDER ALL 3 AND leading ad agency. Plus all brands are cross-refer- tDA!' 3 for $625 SAVE $200! / STANDING ORDER OPTION. Check this box and your enced. Our new MAJOR MEDIA DIRECTORY directories will be automatically renewed for you at this year's prices. brings together all major media in one convenient D Charge my J VISA 0 MC J AMEX Check enclosed source. Contacting the media has never been easier! All key personnel and phone numbers are now at Card S Exp. Date your fingertips. You'll find listings for major media in Signature the top 100 markets for Radio TV Cable Daily Name Newspapers plus the top Consumer and Trade Title Magazines. Plus all listings are cross-indexed. Firm Backed by the worldwide resources of ADWEEK, Address BRANDWEEK and MEDIAWEEK, no other % City/State/Zip Ph # (area code) resources provide such a wealth of expertly - U.S. and Canadian residents, please add $12.00 for organized information and editorial authority. shipping and handling. All other non-U.S., add $45 per directory. Add applicable sales tax no in CA, FL, GA, IL, MD, MA, NJ, NY, OH, 44 TX & CANADA Page 32 http://www.adweek.com MQ/September 9, 1996 Radio

'97 SPENDING vers, there could be good news for fledgling radio behemoths. Sales and VERONIS Namely, this year's flat advertising market is likely to rebound in 1997. Radio ad sales in Los Angeles, the country's largest +7.2% trades alter radio market (about 8 percent of the total national universe), were down about 14 percent for the first three quarters of 1996 versus 1995, and the rest of the country didn't fare much ZENITH thegame +2.2% better. But those numbers are expected to rise next year "in the neighborhood of 4 to 6 percent. I think we're going to be in BY MARK HUDIS for a positive surprise," says Stu Olds, president of the Katz Radio Group, in New York. The '96 dip was exacerbated bya o rest for the weary-at least, cutback in advertising from oil companies and that's what the pundits long-distance marketers AT&T and MCI. predict. After nearly "The good news is that, nationally, from a year of unparal- September forward, the business leled consolida- looks strong," Olds says. Ntion,owner- And getting stronger. With the ship changes and buyouts, the advent of rampant duopolies- radio industry is now experienc- "super duops, as we're calling ing a gentle but deceptive lull them," says Marla Pirner, before the next major trading executive vice president and storm, due to hit shore some- director of research for The time in early 1997. Interep Radio Store, New When the checkbooks are York-many feel radio is now finally tucked away and the last on a level playing field with mega -deal has been struck, for a other media. Fewer owners while anyway, that's when compa- mean fewer transactions for the nies' mettle will be tested. Radical same number of station buys, changes in ownership will force something that appeals to advertis- equally radical changes in program- ers. "The excitement over duopolies ming and management strategy. What the has really re -energized radio," Pirner changes will be is anyone's guess. But here's says. And Pirner also sees a shift in the way one guarantee: Bigger won't necessarily be better. potential advertisers are quantifying their buys. "Just because you own eight radio stations doesn't mean "We're seeing a move from relying strictly on demograph- you're smart," offers Steven Goldstein, executive vice presi-ics to a more qualitative focus," she explains. "We'll be crunch- dent of Grosse Pointe, Mich. -based Saga Communications,ing numbers less and less and putting more effort intomerg- which owns 33 radio stations in 10 markets. Robert Unmacht,ing data from several sources to help advertisers determine editor of M Street Journal, agrees. "Many businesses havewhich stations are best buys." failed because they couldn't absorb everything they ate," he But before advertisers can conjure new buying strategies, says. "I always remember [fast-food chain] Sambo's. Theythe dust must settle in radioland, and owners must decide were as big as Denny's. Now they're not around anymore." what to do with their newfound inventory. "What's happening now," Goldstein adds, "is like a three- "You're going to see a lot of [companies] screw up," is how dimensional chess game. In several markets, for several own-Goldstein sums up radio's near future. "Basically, we're in the ers, [what was once] your main competition is now your sistermidst of a frenzy. The paradigm is just so different from the station. That changes the dynamics of everything we're doing."way it used to be. But at the end of the day, there'll be some With careful management and astute programming maneu-guys standing when the music stops."

Randy Michaels,president and ceo of Jacor Communications, is a radio man's man. With the acquisitions of Citicasters Inc. and Noble Broadcast Group, Michaels helped Jacor become one of the largest station operators in the U.S. What sets himapart, though, is the range of his expertise. Put a wrench in his hand and he'll fix a broken transmitter. Puta suit on the guy and he'll pump up your ratings. And stick him behind a table at The Four Seasons and he'll ink a deal that'd make Trump grin. Today's megadeals demand insightinto all aspects of the business. Lucky for Jacor, their man's got good vision. MQ/September 9, 1996 Page 33 Outdoor

'97 SPENDING based Outdoor Systems, which has more than 58,000 display Banor no, VERONIS faces. With its agreement in July to purchase Gannett Co.'s Out- door Division for $690 million, Outdoor Systems Inc. is now the +7.4% saygood-bye largest out -of -home company in North America. ZENITH A lengthy, high -profile court fight over outdoor tobacco advertising might embolden chapters of anti -smoking groups to tobacco +4.5% to protest tobacco boards' continued presence. "Right now, the implications are a little hard to read, but if there's pressure it BY RUSSELL SHAW won't be placed on the outdoor companies but on the tobacco companies," Cimine predicts. "Depending on how it plays he Outdoor Advertising Associa- itself out, these companies might decide to han- tionof America predicts dle advertising a different way." industry spending in out- If they do, Outdoor Services presi- door media will dent Bob Nyland thinks that won't be increase by 7 per- a problem for the industry. "Most cent in 1997 from [outdoor] companies have this year's projected total of $1.95 already set a maximum amount billion. That's 2 percent less than of cigarette advertising they the predicted increase for 1996, are going to take. All the but the more modest number tobacco locations remaining doesn't represent a lessening of are excellent locations, so if faith in the industry on the part tobacco has to leave, it will be of advertisers. easy to resell these boards at OAAA chief marketing offi- the local level," says Nyland, cer Diane Cimine attributes whose firm furnishes outdoor part of the 9 percent increase in media -buying services for more 1996toOlympics -relatedads than 150 ad agencies. placed by sports marketers and The other key industry concern political advertisements in this presi- heading into 1997 will be the fallout dential election year-two drivers that on rates from several high -profile pur- will not be factors in 1997. chases and consolidations. Apart from the While the business boost from political spend- Outdoor Systems -Gannett transaction, Infinity ing will recede from the scene in 1997, fallout from the 1996Broadcasting's $300 million buyout of TDI in March and Eller elections will not. With its proposals to restrict outdoorMedia's $518 million acquisition of Patrick Media in 1995 have tobacco advertising, the Clinton administration has fired asparked some speculation that rates may rise. shot at both the outdoor advertising and tobacco industries. Not so, Nyland thinks. "Out -of -home prices are a matter of Tobacco spent more than $150 million on outdoor in 1995. Ifsupply and demand," he says. "Companies could try to increase President Clinton is not re-elected, and/or the presumablytheir rates above normal levels, but in competitive markets they less regulation -oriented GOP maintains Congressional con-are not going to be able to do it if the demand is not there." trol, the ban attempt will almost surely fizzle. And technological improvements continue to help the Even if the ad ban is nullified by a more friendly Whiteindustry win business. Says Cimine, "We're seeing vinyl House or delayed for years in the courts, the outdoor industryboards that are more impervious to weather, computer -print - says it already gets the message. "Tobacco advertising was onlying advances in color reproduction quality and the improved 9.6 percent of our placements for 1995. We've seen this coming,"ability of technology to focus and target exactly where the says Tom Wise, vice president of communications for Phoenix-boards are and to control lighting on cue."

Karl Eller,the 68 -year -old chairman of Phoenix -based Eller Media Co., is back on track. A turn as head of convenience -store chain Circle K ended with the company in bankruptcy. But in July 1995, San Francisco venture-capital firm Hellman & Freeman backed Eller's $500 million bid for Patrick Media. Eller owns 16 percent of the company that now bears his name, has 43,000 boards and expects to gross $250 million this year. "With him as the key guy as well as the strong people around him, this is a company that is going to do very well for itself," says Leo Burnett's Jack Hanrahan. Page 34 http://www.adweek.com MQ/September 9, 1996 End Note

In the media people are passionately interested (they don't call them enthusiast books for nothing). This is not the stuff of spin, of talking heads, of self-appointed intellectuals proselytizing race, passion endlessly on the need for someone else to do something. This is stuff people actually care about. It's a little secret in the magazine business thatover the takes the lead past decade and more, the real growth-nearly all of it-has occurred not at the big glamor books but at special -interest BY WILLIAM F. GLOEDE titles. Interestingly, the same thing has happenedon TV, wheretheshows ow much is a with journalists goodmedia interviewingjour- company nalists havelan- worth these guished while shows days? The that help and offer numbers peo- information and ser- pie willH talk in terms of multiples; vicehavegrown. 10 times net for magazines, Ditto at newspapers, maybe a bit more for monopoly- which for the most market newspapers, 20 and up for part have yet to fig- companies that own TV stations ure out how to effec- with strong cash flows. tively serve a gener- The prudent will base their al audience and decisions on those numbers. The cater to the special smartwilltaketheminto interestsoftheir account. The visionaries will look readers. at the numbers but factor in all Petersen isthe manner of intangible, and unquantifiable, assets. And some-original special -interest company. It was started byan where in the middle lies the true value. enthusiast-Robert Petersen-about his passion, hot rods. The recent sale of Petersen Publishing Co. by its founderThe problem with Petersen is that-well, thecompany has to D. Claeys Bahrenburg, Neal Vitale, James Dunning Jr andbeen notoriously cheap, on both the editorial and sales/mar- Willis Stein & Partners for $450 million should,over time,keting sides. Probably as a result, many of its titles have prove a measure of the worth of a good media company. Toslipped to No. 2 in their categories while the demographics of many in the industry, $450 million was far too high a price fortheir readership have journeyed steadily downward. The an operation that reportedly nets only $21 million a year. downscale nature of these audiences could make forays into To K -III Communications, which was interested in thenew media more difficult (are hot rodders particularly com- Petersen titles but dropped out of the bidding at around $420puter literate?). And none of the magazines is noted for jour- million, it was excessive. The Petersen books, which includenalistic excellence. Finally, Petersen has had virtuallyno Hot Rod, Motor Trend, Motorcyclist, Fishing Magazine,image at all on Madison Avenue in recent years because the Hunting Magazine, 4 -Wheel, Bow Hunting, Skin Diver,company focused nearly all its marketing attention on Detroit. Teen and Sassy would probably have made a nice fit with K- Claeys Bahrenburg should be able to fix many if not most III's stable, which houses several enthusiast publications,of Petersen's problems, but he is going to have to spend including Automobile. But K -III probably feared Hachettemoney to do it. Petersen is not a company that can be shaped Filipacchi, which owns Car & Driver and Road & Track,up by being slimmed down. The challenge will be to move would bid more aggressively to acquire the Petersen titles. the Petersen books into the future by expanding their audi- To Bahrenburg and Co., the price may have seemedences and their distribution systems without alienating the steep, but the investment looked prudent. There are severalsizable readership the company has. reasons why $450 million makes sense, not the least of which The progress of Petersen bears watching. Because if $450 is that magazine companies of the size and scale of Petersenmillion proves to be a reasonable price paid, then perhaps don't come up for sale all that often. Also arguing in favor ofmedia companies that produce products people actually want the price is what Petersen does: It is in the business of pub-should sell at higher premiums than those that give people lishing magazines about subjects in which large numbers ofwhat they think they should want. Time will tell. fX's Emmy' award -

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HOLLYWOOD

so charming and warm, we said, `Man, some of this underutilized. You have this great -looking teenage girl, should be on TV'," says Bob Burris. Burris, with long- living at the house with no parent around other than [LL] time writing partner Ware, joined the show after MAN, trying to be her guardian. She can be a lot livelier, more which they wrote and produced for ABC last season, did realistic, as a teenage girl with some freedom might be," not get picked up for this fall. Together with Edwards, says Burris. "Kim was another element that just knocked they spend their time overseeing the course change In the us out. She's an extraordinarily gifted actor and a great House is undergoing. physical comedian. Last year, they did succeed in cap- "They did some good shows last year," says Burris, turing a lot of her huge comedy moments, but we felt the "but they didn't really capture [LL] and put him at the character was drawn a little too broad and over -the -top. center of things as much as they could have." We said, let's keep the fun and at the same time boost up What the three producers came away convinced of is the character's IX)." that if they rebuilt the show around LL's charisma and Wayans' Tonia became, as the producers now describe charm and surrounded him with a core group of her, a woman who feels things more than most people do. characters, they would have a strong, solid run. Whether she's happy or sad or frustrated, she's pushing "Maia was an important component of the the emotion to the edge. Ribeiro provides the counter- show, but again we felt her character waspoint-the unemotional, materialist, brainiac doctor that

dressed in gold and looking a lot like the particular, scored with a 7 share average, gold statuette so coveted here. In the dis- a two -point increase over what the net- tance, ballroom dancers spun round the work had been earning in the time period. floor to the Big Band sound of Marty But it's Harvey's performance in the Jabarra and his orchestra-it was '40s urban markets that really has folks at glam all the way. The WB hopping: a 13 share in New York and Atlanta, a 10 share in Detroit, with All access: They wanted to saturate the evening Chicago, Miami and LA. not far behind. With this with an ambiance evocative of the show Who says it's not easy being green...? badge came for the 1,000 invitees (mostly station exec- Hollywood baubles utives and a big contingent fromAccess coproducers NBC and New World Enter- From Saban Entertainmentand Fox tainment and its new parent, Fox), said Kids, to promote their new animated kids Cynthia Lieberman, who oversees adver- series, Big Bad Beetleborgs, comes a per- tising and marketing for the show. sonalized piece of animation that is one The Backlot... They succeeded. part art, one part commerce. It's an invite to join the Beetleborg Brigade, from one re premiere party for Access Holly- Two thumbs upfor CBS Entertainment of the action series' stars, Flabber-de- wood last Thursday was designed to chief Leslie Moonves for taking the tough scribed as half clown, half Elvis. In a sin- mesh old and new-retro hip. If one stand of moving back to late October the gle stroke, the item gives a real flavor of night is any indication, it's a style that premiere date for Ink, the new comedy the show and is a clever alternative to the seems comfortable on Giselle Fernandez starring Ted Danson and Mary Steen- standard review cassette. The action strip and Larry Mendte, coanchors of the new burgen. Moonves said the show is not cre- airs weekdays at 4 p.m. syndicated half-hour strip that starts its atively where CBS wants it to be yet, and run today. the stars agreed. So it's back to the draw- Anne Rice,the best-selling author of The scene: The Beverly Hills Hotel's ing board, with Moonves taking the heat Interview With the Vampire, is once again Crystal Ballroom, without question the for what looks from here like a smart making her opinions public. Last time, it best old Hollywood going. Even with its decision. Here's hoping that Ink ultimate- was on the suitability of Tom Cruise to multimillion -dollar renovation, the pink, ly proves worth the wait. Moonves has play Lestat in the film adaptation of Spanish-styled hotel that curls up at the done his part to ensure it will be. Interview. First Rice blasted the choice, base of the Hollywood Hills still carries later recanting after finding herself with it the ghosts of the town. Michigan J. Frogisn't the only one with thrilled with the performance. Now Rice For the party, catered by Sharon Sacks a huge grin on his face over at The WB. is taking on Bill Clinton and welfare Productions, the decor was '90s film noir, An internal research memo makes it reform. In a recent open letter (a.k.a. a with the entire room lit by candles. clear that the network's execs are more full -page ad) in The Hollywood Reporter, White -gloved doormen escorted us in. than a little happy with their Sunday Rice congratulated Clinton on signing the You couldn't move without bumping into sneak -peek strategy to intro two new welfare reform bill. Considering her on- butlers in tails serving champagne. Lining comedies, The Steve Harvey Show and going fascination with the undead, can one stairway were a series of models Life With Roger, on Aug. 25. Harvey, in health care be far behind? PAGE 22 http://www.mediaweek.com September 9, 1996 MEDIAWEEK

HOLLYWOOD

is a little like the grown-up version of Riberio's Fresh cation that sometimes takes years to develop, if ever." Prince character, Carlton, might be. As always when a show is undergoing changes, the "Alfonso coming aboard really whacked this thing trick is to find a way to bring the audience along as quick- into place," says Burris. "When we started developing the ly as possible. "We've made an effort to physically start new show about LL and Kim buying into the clinic, wethe shows, the first scene, in the house," says Edwards. thought it'd be fun to have a stick-in-the-mud brain type "For people who have watched before, it's not jarring. A around. The first person we thought of was Alfonso. lot of it is trying to seduce the old audience into watching That's the guy we had to to have, and fortunately for us the show." he was available." Ultimately, the stories In the House tell each week are Edwards, Burris and Ware were still just constructing of a spiritual guy who is trying to do the right thing, says the show on paper when the cast got together for the first Burris. "That's really the center of the show," he says. time over the summer during the critics tour. The stars "That's the spine we hang things on. We are all interest- had never really worked together-no one knew whether ed in telling the same sorts of stories...of moral charac- the new combination would gel. "You're never sure what ters, people who want to see the world in a certain way you're going to get," says Ware. "You think of the char- and get frustrated that their idealism isn't born out in the acters and you try to have the actual actors in mind when real world, but they're not going to give up fighting to you create them, but then you can't proscribe chemistry." make things the way they should be." LL, Wayans and Ribeiro had never spent any time as LEs Marion is not Ghandi, the producers promise, but someone who is trying to do the right thing. Wayans' and Ribeiro's characters are the "There's something about II that just radiates this great spirit," Faustian devils that sit on each shoulder, says Edwards. Wayans' Tonia is good-hearted and not materialist but is excitable and emotional. producer Edwards says about the new direction at 'House Ribeiro's doc, on the other hand, is driven by money and power. a creative unit until they were onstage talking to the crit- -Marion fights the struggle as we all do," says Burris. ics. The producers knew if things meshed there, it would -Things happen that lure him off the path, but he knows make the first days of shooting go better. A very public what's right and he's doing his best to do that. Once you rough time would add a layer of tension ground somebody like that, we think there's a lot of good, to creating the kind of cohesive real comedy to get out of that." ensemble that helps audiences to Though it's still early in the show's guaranteed 44 both believe and relate to. times at bat, so far everyone is pleased with its progress. "[LL] had just gotten off a The show's Aug. 26 premiere, which the plane, Kim was wandering new team always looked at as a pilot, around, 'Fonse had been rac- delivered a 6.1 rating and 10 share ing somewhere [Ribeiro races cars for UPN. UPN president Lucie professionally when he's not acting]," Salhany said after getting the Edwards remembers. "Everybody came numbers: "While this is only in and sat down and they just started the beginning, we couldn't playing off each other. It was so be more thrilled or opti- much fun to watch the three of mistic." them that everybody just knew The show's second this was going to work." week was harder, go- It also helped that the ing up against the three producers also found firsteditionof themselves very quickly in Monday Night sync. Ware and Burris had Football on ABC. written together for years on As expected, shows,includingGrowing House dropped to Pains, where they were from '89 a 4 rating/7 share. through '92. When the pair took over "We've got 44 chances Buddies, they tried to recruit Edwards, a to make this show really veteran of Roc (where he had been a coexecutive good," says Ware. "If we producer) and In Living Color (for which he received get in and drive it correctly, this

an Emmy nomination as a writer on the pilot). can go a very very long way." "From the first day we met, it just seemed like we were clicking," says Burris. "We're all in sync...among our- New rap: LL Cool J hopes selves, we've already developed this nonverbal communi- his role will inspire viewers September 9, 1996 MEDIAWEEK http://www.mediaweek.com PAGE 23

WASHINGTON Alicia Mundy The Meanest ManonTV OfalltheWashington Republican National Committee Chair Haley Bar- Why is the reporters whom the White bour or his counterpart in the DNC, Don Fowler, House and the Dole cam- according to several sources there. They both blame paign read during the San the Post and Shales. President afraid of Diego and Chicago conven- It's sacreligious to have a TV critic holding forth tions, none was quoted oron something as sacred as an American political damned quite as much as convention, fumed a loyal, Southern Republican sen- a TV critic? Washington Post TV criticator. Next, political acolytes worry, Shales will be Tom Shales. One reason is that while other writersreviewing the Pope's Christmas address on the bal- merely moaned or suffered in silence during thecony of the Vatican. (Wait, that has potential.) Have you read Tom bathos of the opening night in Chicago when the Shales has a short answer for his critics: "Sacred, Democrats tearfully toasted Chistopher Reeve, my ass. James Brady and a victim of the Long Island Rail- "I can't believe they'd be so disingenuous" to Shales lately? road massacre, only Shales was willing to take on the complain about his take and tone, says Shales. "I've scene straight. The parade, he said, had the "unsa-never heard such bullshit in my life. vory aura of blatant emotional manipulation, like a "These conventions were TV events-there was Jerry Lewis telethon." no business to conduct," he says, adding that he That's not the kind of warm -and -fuzzy reaction doubts whether America's conventions ever were the that Democratic stage impresarios Harry Thomasonsacred traditions they've been called. and wife Linda were expecting. But it's what Shales No mere TV observer, Shales has moved his dis- has been dishing out dur- sections and diatribes on ing this political season. TV to the level of cul- It'sbeenalmosta tural criticism. Think of decade since, in an Christopher Lasch with inspired move, the Post's attitude, Michael Novak then-Style editor Shelby with ameanstreak. Coffey III (now the editor Shales has chronicled the of the L.A. Times) asked way our life has come to its TV critic to review one reflect TV values, and his of President Ronald Rea- take on this year's presi- gan's lugubrious State of dential race shows it. His the Union speeches-not columns match the cyn- for content and policy cism displayed by the impact, but for the made - political operatives them- for -TV spectacle thatit selves toward the voting was. Since then, Shales public. It's all stage-man- has been including some aged. Whatever critical ofthemost tender, issues are at stake, they've tepidand tempestuous been well -packaged and momentsinAmerica's over marketed as media politicallife,including events and informercials. funerals,farewells and What angers the solemn addresses to jointA wisecrack in Tom Shales' column about guardians of the presi- sessions of Congress asthe Democratic Convention looking like a dential race and its follies though they're just anoth-Jerry Lewis telethon had legs is that Shales and the Post er TV show-which, of call it like it is. course, they are. Hillary's address to the DNC on American life? For a few years, Shales was the voice of the"Perhaps the best part of Hillary Rodham Clinton's prophet Jeremiah, whining in the wilderness. Butspeech...was the ovation that kept preventing her today, even hard-core political junkies who spewfrom beginning it," Shales wrote. Electoral College votes for a living have taken to The expensive "video wall" that Hollywood prod- analyzing the political scene as TV fare on the front cuer Gary Smith erected behind the speakers' plat- pages of the staid New York Times and Wall Streetform was dismissed as a distracting piece of scenery. Journal. That doesn't play well in the offices ofThe conventioneers, that stalwart group of grass- PAGE 24 http://www.mediaweek.com September 9, 1996 MEDIAWEEK

WASHINGTON

roots groupies who represent Americana, "waved "Television is our national medium, our Hyde and giggled when they saw themselves on TV, like Park, our corner soapbox," Shales says. "Television tourists at The Tonight Show." The much -ballyhooedand politics are one and the same in this country joint venture between PBS and NBC during the cov-now." And if that means fitting in a review of the erage was "a goofy arrangement...What PBS is air-First Lady's crucially important address to the ing is really a talk show that uses the convention as nation between critiques of the season opener of The background." Shales cut down the maturing Sen. Joe Nanny and the new Fox bare -midriff lineup, so be it. Biden (D -Del.), noting that his "hair plugs have paidMeanwhile, you can bet the Shales reviews of the off in a big way, giving him a stately wavy gray mane. presidential debates will be breakfast food for He looks like Stewart Granger. It can't hurt." junkies this fall. These lines, and, of course, the Jerry Lewis telethon Will the convention pay offfor the big news magazines? Their publishers sure "Perhaps the best part of Hillary Rodham Clinton's speech was hope so. While in Chicago, the three top newsweeklies hosted their quadrennial "Impress the Advertisers" lunches. These the ovation that kept preventing her from beginning it." -Shales are events where the magazines bring out heavy hitters to schmooze with ad reps, analogy, were rapidly snarfed up by desperate TV com- allowing them to cross the "Line of Death" into the mentators, reporters, anchors and the hundreds of talk - heart of sales territory for a few safe minute. The radio hosts dying for something interesting to say. Byaffairs work to remind ad buyers about the product Thursday morning, talk -show hosts on Radio Row they are pushing-space in the magazines. So U.S. inside the convention were putting out a string ofNews & World Report brought out owner -editor and Shales' comments for regurgitation. The Hot Line, one TV pundit Mort Zuckerman, who, according to ad of the most widely read newssheets among politicos, reps from BBDO, gave an interesting lecture on why was citing his columns too. Clinton will win handily. The Jerry Lewis Telethon remark may have been The Time magazine audience feasted on tidbits Shales' harshest slam. It certainly stung Democrats from former Reagan speechwriter Peggy Noonan running the convention. How can anyone pick on the about problems in the two campaigns. And the lunch handicapped, especially someone such as Brady who bunch invited by Newsweek got to hear Howard was wounded working for the President. But, says a Fineman and Eleanor Clift score the likely Electoral Washington Post features editor, "How can anyone use College votes. For the record, several writers in that Jim Brady that way? That's what's wrong-to put him audience took notes and will hold them to their pre- in a lineup of people with injuries and other victims. dictions in November. Tom wasn't criticizing Brady. He was criticizing the Democrat who made Brady part of a TV show." After- Line of the Week:"Saddam Hussein is standing in wards, Brady wrote Shales a nice note, Shales says,the worst place in the world-between Bill Clinton reminding him that Brady wasn't forced to do anything and his reelection." on stage that night, which Shales says he accepts. -GOP consultant Alex Castellanos

Finally, one last footnote(hah!) about How can anyone pick on the handicapped, especially someone the Dick Morris Sex Scandal. For the last year, according to one intrepid member of ABC's crack investigative unit at such as Brady who was wounded working for the President? PrimeTime Live, Morris has been seen coming into the Jefferson Hotel from his But don't wait for Shales to apologize for lookingweekly Wednesday White House war -game ses- at American democracy through the TV tube. "TV sion.PrimeTime airs on Wednesday nights too, has made several defining moments in political his- and it seems some staffers liked to go to the bar at tory in the last 50 years-Nixon's Checkers speech;the Jefferson for a quick drink after their show. Joe McCarthy's hearings, when he looked so sinister;Although no one can specifically recall whether the Nixon-JFK debates; and the entire presidency ofMorris was ever accompanied by the call girl Ronald Reagan." Sherry Rowlands, it is "somewhat embarrassing," Mrs. Reagan followed Shales' critiques of her hus- say two PrimeTime employees, to realize that the band's speeches, "And I think even Mrs. Reagan hottest scandal of the Clinton White House-at enjoyed reading those reviews," Shales said. Nancyleast for 1996 (so far)-was apparently taking Reagan understood the role of TV in Reagan'splace right under the I -team's noses, while they

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TO t;I:t Magazines eIt.,11,t, aGUIDE SPECIAL ISSUE rleCt span-throughtwo issues of the \\, L French countryside. A safari in Must -Reads biweekly -2.8millionpeople Kenya.But anew Providence,

read the magazine. --ea Florida . R.I.-based magazine, Getaways, A subjective compendi- The editor and a "redesign task We pick Chicago's aims to bring the travel category um of praiseworthy arti- top 25 o.sta,ants force" shrank the cover logo and Bring the Getaways closer to earth, focusing on short- cles from recent issues: placed it off -center, above a soft !obk back home er, more affordable, long -week- Summer gardens, portrait of pro quarterback Troy Lshing end trips. After testing a proto- "Is Photojournalism Aikman. Inside, the average length Kid-inendly typeinthe Midwest inMay, family adventures

Dead?" a special sec- of the stories has been shortened .... publisher Anchor Communica- tion of short articles and a stronger service component tions will launch the quarterly and images decrying with lots of sidebars added. next month with a national rate the slow demise of an The magazine has also addedA new magazine for those base of 250,000. The cover price American art form, several new columns-includingwho go on trips-not treks will be $3.99. American Photo, "Three Bottles," a review of wines, DavidBreul,editorofthe September/October oils and other bottled goods by half of the year, its $20.6 million start-up, says the is toward shorter Bon Appetit wine -and -spirits edi- trailedUnitedAirlines' Hemi- vacations. The longer, more elabo- "You Are What You tor Anthony Dias Blue. Morrisonspheres ($27.4 million) and Delta's rate trips that travel magazines Greet," David Warner's hopes the feature becomes a fran- Sky ($28.2 million), both pub- Travel & Leisure (celebrating its send-up of the various chise worthy of premium, adjacent lished by Pace Communications. 25th anniversary this month) and ways men say hello, advertising. Computers and direct - the more hard-hitting, research - Details,September response are the strongest cate- orientedConde NastTraveler gories for the book now, but heGetting There Quick report on are out of reach for "Last Will and Testa- hopes to entice more automotive many. (The aforementioned ment of an Ex -literary and fragrance advertisers. Anchor Taps Trend American Way takes note of the Critic," Prof. Frank American Way, the oldest con- trend in its makeover, exchanging Lentricchia on the value tinuously published U.S.airline Toward Shorter Trips a franchise travel column, "Cele- of literature as litera- book, ranks third in ad revenuePart of the allure of travel maga- brated Places," for the more mod- ture, not political instru- amongin -flights,accordingto zines has long been the fantasy. est "Celebrated Weekends.") mentation, Lingua Fran- recent PIB figures. For the first Venicebyboat.Innsofthe "The days of two luxurious ca, September/October weeks in Tuscany are gone-with 6-0 SECONDS WITH... jobs, kids, soccer practice," Breul says. "When other magazines talk about getaways, they say, 'You and Judy Wieder yourwifecangostay New editor -in -chief of the gay and lesbian with magazine The Advocate, replacing Jeff reformed cannibals ina jungle somewhere.' I don't think so. Yarbrough, who resigned amid controversy "Besides, people get nervous Q: Your predecessor was heavily criticized for taking two weeks off," Breul says. passing off a Clinton-interview cover story as "They're afraid someone 15 years an exclusive chat that was actually faxed answers to written ques- younger will be in their chair when tions. A: [The Clinton piece] should have been handled differently. they get back." We have an apology in the new issue. 0:Yourjournalism back- Getaways-which will target a ground is in entertainment writing. The Advocate's niche in the gay slightlyyounger, less -affluent and lesbian field has been somewhat newsy. Will you be taking the audiencethanthetraditional book in a new direction?A: Not at all. I comefrom Berkeley in the travel books and appeal to cou- '60s. I was an activist. I may have a sense of story and drama, but ples as well as young families- my heart is all about the news and what's essential in our changing also incorporates a clever ad - world. CI: You've done a lot of celebrity Q&As for The Advocate. sales approach. The magazine's What's the most surprising tidbit you've gotten from an intervie- press run will be divided into four wee? A: I almost fell off my chair when Liza Minelli started talk- regional issues-East Coast, ing about [her late ex-husband] Peter Allen. She said she had been South, Midwest and West Coast. deceived and hurt. She said, 'I married a gay man.' She had never The front of the book and editor- talked about that before. 0: You're an accomplished songwriter; ial well will have a national thrust you've won a Grammy and been nominated two other times. Writ- and be the same in all four edi- ten anything I'd know? A: I wrote Star Love for Cheryl Lynn in the tions. But the back of each book '70s. It was a huge disco hit. I hate to think how much damage was will be paid advertorials for inns done as that song played. and other short -trip destinations

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MOVERS

CABLE TV The Liberty Sports has appointed Troy Arce as Los Ange- lessales manager. Arce hadpreviouslybeen an accountexecutive with LibertySportsSales...E! Star's Entertainment Television has promoted Mark Feld- man to senior vp of busi- Bangles ness and legal affairs. Feldman had been E!'s vp pity Ralph Kramden. It of business and legal seems the star of The affairs and general counsel Honeymooners didn't since September1995... need all those get -rich -quick Richard Battista has been schemes after all. Remember the named senior vp of Fox glow -in -the -dark wallpaper that Sports International. Since was going to replace the light January, Battista has been bulb? How about no -cal pizza, or seniorvpand general "going all the way" on The manager of Prime Deporti- $99,000 Answer? Totally unnec- va, FSI's Spanish -language essary. It turns out that there was sports cable network. a small fortune (of sorts) right there, dangling from his wife PRODUCTION Alice's wrist. Jim Packer has been The amethyst -and -pearl, four- named senior vp and gen- leaf -clover bracelet that Audrey eral sales manager, West- Meadows (who played Alice) ern region, for Buena Vista wore every week on the show, we Television. Packer had find out now, was not a fake. Meadows as Alice Kramden. Check out that charm bracelet been vp and general sales Who knew it was the real thing? manager, Western division. Well, the New York auction (who died last February) wore the Also at Buena Vista Televi- house Christie's knows these da771er all during the show's orig- Is Kinsley Itchy? sion, Don Loughery has things. And it is putting this little inal 39 -episode run in 1955-56, been named senior vp of piece of TV history on the block she wasn't wearing it when she You Make the Call business affairs. Loughery on Oct. 3 at a sale of jewelry auditioned for Jackie Gleason. Wired magazine has comes to BVT from from the collections of such Hol- Still, he thought Meadows was too launched the Michael Columbia Pictures Televi- lywood legends as Ginger Rogers pretty for the role. So Meadows KinsleyDeathwatch sion, where he had been and Dinah Shore. The Meadows shed all hints of glamour and had Pool ([email protected]) to executive vp of business bracelet is estimated to fetch up herself rephotographed in a series wager onjust when Kinsley will affairs. to $1,000. of frumpy audition shots that got abandon his digizine, Slate, and Cute story: Though Meadows her the part. -MAH return to the grubby world of print-from whence he came and where he "can turn to his obvious real interest," according Rams butt heads toshow off. In advertising we use quotes, bold type, to Wired. Ouch. It seems that and underlining (i.e."Discovery Channel Latin America Wired doesn't buy the line that has been voted # I in viewer satisfaction again.") Kinsley, who made a much -pub- licized leap from The New Republic to Microsoft's online property last year, is really a dig- Digouery ital kind of guy. Wired promises CHANNEL to award a pair of Kinsley's Buddy Holly-style glasses to the LATIN AMERICA/IBERIA cyber-geek who guesses closest to the date the editor says adios to

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NEW BIZ TEAM The Massachusetts Louise Heikes and Deborah Forman WANTS A HOME Office of Travel and formerly of Cameron Associates Expr'd new biz team seeks alliance Tourism is seeking a are pleased to announce the formation of withadvertising/salespromo travel/trade/tourism agency. Let us grow your agency publicrelationsfirm The Heikes-Forman Group, Inc. billings. We have some accnts. with main officesin All replies confidential. the Northeast. For a Executive Search Consultants specializing in ADWEEK Classified, Box 3888 Advertising Account Management at all levels 1515 Broadway, 12th fl. copy of the RFR please fax request to (212) 605-0409 New York, NY 10036 Special Projects OFFICE SPACE Manager at: (617) 727-6525. ATTN: ADWEEK OFFICE SHARE Madison Ave.at50thSt. Corner CLASSIFIED ADVERTISERS: suite up to 5 offices & work station in interesting layout. Ideal for small ATTN: FREELANCERS ADWEEKClassified closes Ad, PR, Law, svc firm. Receptionist, allsvcs,turnkeydeal.Long or ADWEEK can offer you the expo- on wednesdays at 4:30 p.m. short-term.Call Mr.Wittish: sure you need in our Services & (212) 371-2600 Resources section. If you need to All copy and artwork must be in no later than WEDNESDAY. Copy get your service out to the people received after Wednesday will be held and run in the next available who matter, you need to advertise now. Call for info 1-800-ADWEEK. issue. We appreciate your cooperation. CALL 1-800-7-ADWEEK

RATES for Employment and Offers & Opportunities 1-800-7-ADWEEK Classified Manager: M. Morris Classified Asst: Michele Golden MINIMUM: 1 Column x 1 inch for 1 week: $148.00, 1/2 inch increments: $74.00 week. The identity of box number advertisers cannot be revealed. If ADWEEK must typeset Rates apply to EAST edition. Special offers: Run 2 consecutive weeks, take 15% off sec- ad, charge is $15.00. Deadline for all ads in ADWEEK EAST Is Wednesday, 4:30 p.m. ond insertion. Frequency, regional -combination, and national discounts available. Charge If classified is filled prior to closing, ads will be held for the next issue, Classified Is com- for ADWEEK box number: $30.00/week. Replies mailed daily to advertisers. Readers missionable when ad agencies place ads for clients. No proofs can be shown. Charge responding to any ads with box numbers are advised not to send samples unless they are your ad to American Express, Mastercard or Visa, ADWEEK CLASSIFIED, 1515 Broad- duplicates or need not be returned. We are not responsible for recovery of samples. way, 12th fl. New York, NY 10036. 1-800-723-9335 Fax: 212-536-5315. Page C6 CLASSIFIED ADVERTISING/September 9, 1996 EMPLOYMENT

SALES ASSISTANT (New York) Marketing Director RESEARCH DIRECTOR The New York office of the Los A once -in -a -lifetime opportunity to WANT TO SELL helpbuild WIS, the market leader and one of Angeles Times has a unique op- thenextCoca-Cola, the nation's top ranked NBC af- Microsoft, Nike . . . working for one portunityfor a highenergy,self DRUGS? filiates, seeks a Research Director. motivated individual who wants to of the 100 fastest growing companies inthe USA (685% inthe Ideal candidate willhave experi- learn the ad sales business. ence in designing and delivering past 7 years) . . . living in the beau- sales presentations from various re- The Sales Assistant will be involved tiful Lake Tahoe/Reno, Nevada area (with no state income taxi) searchsources, among them in all aspects of the sales process. In- Nielsen,MarshallMarketing and cluding; the development of sales The Job: Director of Marketing and AdvertisingforMicroflexMedical TVWorks. Position involves interac- presentations and proposals,action with local and national AE's, in- count prospecting, setting up ap- corp. Responsible for strategic vision and detailed marketing plans; cluding coaching in the use of re- pointments, sales follow-up, com- for managing market research, in- search tools. Candidate must be a munication withclients,coordina- dustry and competitor analysis; for team player with a good understan- tion of sales trips and some com- overseeing marketing, public rela- ding of the sales process, organi- municatingwiththe home office tions,promotion and media de- zational ability, a strong grounding and regional offices. You will be an partment budgets; for nurturing an in computerapplicationsand integral part of a high energy sales excellent creative department, and some backgroundin broadcast team. for training and team -building. media research. Excellent written THE SUCCESSFUL CANDIDATE Our Requirements: An unwavering and verbal skills are essential. WILL HAVE: work ethic and a commitment to a Sr. Account Executive Send resume and letter of introduction to 60 -hour work week;plus an ag- David Harbert, Strong desire to advance to entry gressive, "somethingto prove" Pharmaceutical/OTC General Sales Manager level sales position hunger to excel; an eagerness to Send resume to: WIS Excellent computer skills in learn a business that's changing as PO Box 367, Columbia,SC 29202 Excel, Word and Powerpoint rapidly as it'sgrowing;high Melissa Dewire Lehman Millet Incorporated or fax 803/758-1155 applications tolerance for stress and no tolerance EOE Enthusiastic, high energy for mediocrity. 280 Summer Srreet personality, proactive attitude Send Us: Your resume with complete Boston, MA 02210 Experience in advertising agen- education, work and salary history. cies, media, magazines, syn- Human Resources dicated research, or publishing Microflex industry helpful P.O. Box 32000 JOE BOXER The Los Angeles Times offers a com- Reno, NV 89533-2000 petitive compensation and benefits Fax: 702-746-6587 New England's Largest Medical Age package. Qualified candidates e -mall: [email protected] should send a resume with salary Public Relations history indicating Position #96C0078 to: CATEGORY MANAGEMENT Director Los Angeles Times PROMOTION Nationwide consumer products sales Fasttalking,well connected and Advertising and marketing company seeksa 711 3rd Ave., Floor 3 COPYWRITER Category Business Manager who will experienced PR Director wanted for extremely creative and fun apparel New York, NY 10017 NYC publishing/new media com- be the recognized category/product ex- company. Oversee editorialprod- (212) 557-5109 (Fax) pany seeks promotion copywriter pert in General Merchandise, Equal Opportunity Employer Hardlines & Softlines.Knowledge uctplacementforall company with min. 4 years exp. 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JOE BOXER CORP 415/882-7940 ing of all print advertising, collateral 352-7947 or mail to: pieces and presentation materials. New York, NY 10036 Attn: Denise Slattery Must have a minimum of one year CBM advertising agency experience and 700 Fairfield Ave. Stamford, CT 06902 be MAC literate.Please send re- MARKETING sumes to: PRINT MEDIA Production Manager COMMUNICATIONS BUYER/PLANNER PO Box 916 SENIOR TRAFFIC Fast paced media barter co seeks Murray Hill Station COORDINATOR experiencedPrint MediaBuyer/ New York, New York 10156-0916 Type -A wanted to develop, execute COORDINATOR Planner. Barter experience a plus; marketingandpromotionalpro- Major advertising agency is looking useofWindows/Excel/Word. No grams, create written sales pitches for a Senior Traffic Coordinator with for NYC -basednews/photosyn- at least one year of experience in production resumes, please. Send ACCOUNT MANAGEMENT dicatesellingto newspapers the Print Traffic department of an resume, which must include salary history and requirements to: Philadelphia'slargestad agency worldwide. Musts aretenacity, advertisingagency. Candidates sharp writing, computer skills. must be highly organized, capable seeks Account Executives tojoin ACTIVE MEDIA of handling multiple projects and Attn: Print Dept. our high-energy, professional team. Fax sales letter, resume and salary requirements to: detail -oriented. Send resume and One Blue Hill Plaza Must beproactive,takecharge 212-499-3382 or cover letter to: Pearl River, NY 10965 thinkers with ambition. Ideal candi- email to [email protected]. Senior Traffic Coordinator (914) 735-0749 dates will have at least 3 years' ex- P.O. Box 22399 perience.Excellent benefits & Baltimore, MD 21203-4399 growth potential. Send resume and EOE salary requirements to:B. Nolan, USE TIERNEY & PARTNERS, a True ADWEEK MAGAZINES Catch a Creative Genius North Company, 200S.Broad TO GET NATIONAL ADWEEK St.,Phila., PA 19102 or fax to Classified Advertising 215-790-4146. EOE. EXPOSURE 1-800-564-5448 CLASSIFIED CLASSIFIED ADVERTISING/September 9, 1996 Page C7

HELP WANTED

REGIONAL MARKETING WORLD CLASS MARKETING DIRECTOR OPPORTUNITIES Increased emphasis on Local Store Marketing at The Spaghetti Warehouse has created an opening for a Regional Marketing Director in our Eastern Region, located in Charlotte, NC. IN ATLANTA, GA Working through the Eastern Operations Director, the ideal {he new telecommunications lawhas cleared the \Nay for BellSouth to candidate will possess a marketing degree (MBA preferred), provide new and exciting services to our customers in the Southeastern have 5-7 years of field marketing experience (some operations DS. We seek excellent people \Nilo have done spectacular things to lead experience a plus) with a restaurant company, a proven track our entry into new businesses to better sent our customers' needs. record as a team builder, possess extensive media knowledge and is an organized, analytical, aggressive self starter. SEGMENT MARKETING MANAGERS Duties will include developing market -wide plans, analyzing Develop and implement strategic and tactical programs targeting ethnic sales/promotional results, cultivating group sales opportunities, markets fornew telecommunication servicesRequires a Bachelor's visitor & convention group solicitation, communication of the degree (Masteit preferred) and fie or more years' consumer packaged national strategy to the restaurant level and implementing local goods and/or mass marketing experience. Releyant telecommunications promotional/marketing opportunities. experience a plus Bilingual (EnglishiSpanish)a must. Salary is commensurate with experience. Our benefit package BellSouth offers competitiw salaries, bonuses, and excellent benefits in a includes paid vacation, sick leave, medical, dental, life insurance results -oriented environment. If you seek a mrld-class marketing oppor- & more! tunity with the leader in the telecommunications business, please call our Technical Recruiter at (404) 329-5987 or send resume to: THE42., Resumes: Mail to Spaghetti Warehouse, Inc., Dept. M-RLP, BellSouth Management Employment, Dept. MJ0903, P.O. Box 29529 SPAGHETTI402 W. Interstate -30, Garland, TX 75043; Atlanta, GA 30359 EOE, M/F/D/V FAX to 214-203-9589; or WAREHOUSEe-mail to [email protected] eoe BELLSOUTH

If you've ever here's your chance. wanted to work with We're The Ramey Agency. A group Take the Express the people from of people from award -winning shops who are building a great agency in Route to Success The Martin Agency, of all places) Jackson, MS. Now all we DMB&B, Ketchum, need are a few more Account Executives.

Crispin & Porter, Send your résumé and portfolio to:

Manager, Center for Excellence-Advertising Y&R, Price/McNabb, The Ramey Agency, 1052 Highland Colony Parkway, Suite 125, Ridgeland, American Express is a leader in marketing travel and financial services world- Tracy -Locke or MS, 39157, Attention: Vickie Carolli, wide. Our corporate headquarters in New York City needs someone to manage the financial details and provide the analytical support that keep our projects Wells Rich Greene- httpihtuel,rarney-agency.C1,111

moving smoothly. Candidates for this position should have solid experience . negotiating pricing for various agencies, structuring agency compensation and

managing a large volume of data for management information and reporting.

The ability to manage multiple tasks under critical deadlines is a must. Advanced JMCT/DIRECT SEEKS AE . PC skills are needed for database management and spreadsheet applications

(MS Excel preferred). Familiarity with Lotus Notes is a plus. Seeking candidate with 3+ yearsdirect marketing experience We can offer the right candidate an excellent compensation and effective knowledge of integrated communications, database and benefits package. If interested, submit your resume with marketing,fulfillment telecommunicationsexperiencea +. salary history to: American Express, Staffing Dept., Job Write in confidence to: Code: 65127ADWAC, American Express Tower, World Mary Keady Financial Center, New York, NY 10285-0203. No phone calls JMCT/DIRECT EGRESS or faxes, please. We are an equal opportunity employer. 445 Park Avenue, NYC, 10022 No calls, but you can fax us @ (212) 326-9629. O

International Media Sales BRAND/PACKAGE DESIGN AT LAST, THAT JOB HAS COME ALONG... Pan -regional newspaper supplement, NEW BUSINESS DIRECTOR Wanted: senior and junior AE's, AD's, and writers with a technology/B-to-B back- published in Latin America by the Un- ited Nations Environment Programme, Leading NYC package design firm seeks ground and strong agency experience who are looking for interesting, engaging seekssalespersonwithexperience individual with agency or client related work (lots of work ...) with talented, nice people. experience to take leadership in marketing selling multi -national advertisers. Respond by fax to: Call (305) 569-0994 and management of creative services. or fax (305) 569-0557 Hans Flink Design Inc. Fax (212)832-3875 (212) 254-1470 * * * Classified Advertising M. Morris at 1-800-7-ADWEEK * * * Page C8 CLASSIFIED ADVERTISING/September 9, 1996

HELP WANTED

The Martin Agency. Now when we tell you this is one hell of an opportunity, you'll know DMB&B. Y&R. exactly where we're coming from. We're The Ramey Agency. A group Price/McNabb. of people from award -winning shops Brain Transplants who are building a great agency in Tracy -Locke. (of all places) Jackson, MS. Now all we need is aDirector of Account Services. Wells Rich Greene. Send your résumé and portfolio to: The Ramey Agency, 1052 Highland Ketchum. Colony Parkway, Suite 125, Ridgeland, You and your ideas are needed in Birmingham. Now. Global MS, 39157, Attention: Vickie Carollo. minded agency seeks problem solvers: ACD writer, 5+ years Crispin & Porter. bttpillwww.ramcv-agency.com experience, and senior art director, same. Mind -numbing broadcast reel and a head for client contact amust. ADVERTISING SALES REPRESENTATIVE RUNNER'S WORLD MAGAZINE NewYork Office seeks aggressive, motivated individual with sales experience. Sportsminded, with an interest in running is key. Send resume and cover letter to: Human Resources Dept. (AW-ASRRW) ideas RODALE PRESS, INC. 33 EMinor Street, Emmaus, PA 18098 essential elements for strategic marketing E.O.E.

100 Brookwood Place, Suite 400 Birmingham, AL 35209 ADVERTISING SALES MANAGER CREATIVE CLASSROOM MAGAZINE EDUCATIONAL TRADE PUBLICATION FROM COPYWRITER/ASSOCIATE PROMOTION MANAGER Support the sales and merchandising areas of one of our best known woman's titles CHILDREN'S TELEVISION WORKSHOP Seeking dynamic, energetic sales person with proven track record to handle account list by creating and developing eye catching, innovative promotion pieces and sales lit- and management responsibilities for educational trade magazine. Candidates should have erature.Generate new promotion ideas and marketing partnerships for core maga- 4-6 years sales experience. Base salary + commission. NYC location. Send or fax resume: zines and targeted categories. Ideal candidate willhave 1-3 years of previous M. McLaughlin copywriting/marketing experience, preferablyinmagazine, advertising or related CTW/Creative Classroom media. Please include salary historywith resume to: One Lincoln Plaza K.Gallant New York, NY 10023 350 Madison Avenue, 8th Floor FAX: 212-875-6113 New York, NY 10017 Fax: (212) 880-8086 e-mail: [email protected] SENIOR ACCOUNT EXECUTIVE Large Mid -Atlantic direct marketing agency has an immediate opening for a Senior Account Executive to work on several accounts reporting directly to YouDON'T TRAFFIC Management Supervisor. Responsible for day to day handling of projects with significant client contact. Will work on lead generation print, direct mail and Bozell has an opening for a Traffic collateral projects. Supervises workflow on all projects with the support of a WRITE Coordinator w/min. 2 yrs. agency traffic coordinator. Bachelors degree and at least three years of advertising exper. on a prestigious account. agency experience in account services required. Knowledge of print production Candidate should have strong or- process required. Experience with direct response advertising and direct mail THE HEADLINES. a plus. Send resume to: ganizationalskills,knowledgeof B&W newspaper/4C Magazine Senior Account Executive/DirectMarketing P.O. Box 22399, Baltimore,MD 21203-4399 YouMAKE Coordination and Production, team EOE playerw/ability to work under pre- THEM. ssure.Fax resume with sal req. to: (212) 463-8419. VICE PRESIDENT - REGIONAL DIRECTOR Dynamic marketing/promotions agency, selected as Promo Magazine's1996 Agency of the Year, is seeking an enthusiastic, entrepreneurial individual with a high level of in- itiative to lead its new regional Atlanta office. Qualified candidates will have 10+ years FILM & TV JOBS of strong "Big Time" consumer promotion experience. Knowledge of national and re- Entry level to senior level professional gional marketing, national new product launches, and regional roll -outs a must. jobs in entertainment nationwide Beverage, package goods, telecom experience is a Plus. We offer an excellent salary and benefits package m addition to the unique pleasure of working for an agency that truly (cable& TV networks,film/TV studios, values its employees. For consideration, please send resume to: Sr.PRAccount Executive TV stations,etc.). 2x/mo.For Into., Dugan Valva Contess Inc. Entertainment Employment Journal: Attn: HR/VP Send resume to: (800) 335-4335 (818) 901-6330 Melissa Dewire 10 Park Ave., Morristown, NJ 07960 Lehman Millet Incorporated orfax: 201-285-3078 280 Summer Street Boston, MA 02210 ACCT EXECS/ASSTS Top 10 agency seeksdynamic in- dvls forexciting optys in Packaged Goods, Technology, Entertainment For Classified Advertising Rates & Health/Beauty accts. Agency exp a must. Please fax resumes to: Call M. Morris at 212-536-6493 New England's Largest Medical Agency Attn: ADVERTISING MGR. 212-818-0216 or 1-800-7-ADWEEK CLASSIFIED ADVERTISING/September 9, 1996 Page C9

HELP WANTED

AGENCY POSITIONS Nationalrecruiterswithop- es00000444/pk\ portunities throughout the coun- East Coast District Sales Mgr try seekqualifiedcandidates. May 1 www.gamespot.com launched as the Urgently searching for: Kick-pss #23 site in ad revenue for the entire web. Acct Mgmt: AE to Mgt Spv $35-100K Now, we definitely need someone on the East Telecom/ Pkg Gds/ Retail/ Financial/ Coast!If you have a passion for PC Games, Automotive/ Service/ Restaurant cr ative know how to sell ads, & have YEARS of Copywrtrs/ADs $50-100K outside sales experience. [Or, If you can fool Med Byrs/Plrs/AMDs/MDs..to $85K Spots that Now away me.] Fax your resume & explain:WHY YOU? Acct Plnrs/Resrch Mgrs to $65K e competition Lynne A. KilleyDir Sls and Mktng Allpositionsemployer -paid,full Spot Media 415/379-6797fax relo. Resumes to: JH & Associates, 7704 Random Run Lane, Ste. 102, Risk -taking concepts Falls Church, VA 22042. Dynamic production Phone: 703-641-8610 WANTED Fax: 703-205-9822 That's all we ask. Creative Director/Sr. Copy Writer So far this ad is pretty bland, huh? Houstonagencyneeds a good SALES PRO creative director who has heavy ex- Writers, Producers, Art Directors, perience writing and producing for Successful TV commercial produc- the consumer retail market. Please tionCo. seeks experienced,ag- Creative Directors, Designers fax your resume andlet us know gressive sales professional with a If you are: how you can help spice up our lives - solid following capable of cold call- and the ads for our clients!

a team member who wants to produce high -profile promotions ing for new business. Contacts in Love Advertising

the advertising world a plus. Must a strategic thinker Fax (713) 552-9155

have full understanding of produc- a professional with network, ad agency, or production experience tion. Be a part of our great team. Fax resume (212) 308-3639. Confi- And you seek: SALES MARKETING dentiality assured.

an atmosphere that nurtures the creative process Growing Multimedia Entertainment Co. seeks an ambitious person to other great stuff like Showtime's competitive compensation and work with our team selling a hot benefits packages MEDIA PLANNER newcontentspecificsearch Small department. Big responsibili- directory, celebrity web sites and In- ty.Print.Interactive. Cool. Casual. Then you should: ternet marketing projects. Previous Fun. Interested? exp. with Fortune 100 Companies a forward your resume and salary history and requirements Fax resume or "Top Ten Reasons BIG PLUS! Fax (201) 488-1119 or for confidential consideration to: Showtime Networks Inc., You Should Hire Me" to Bruce Personnel, 84 KennedySt., Jackson, Mezzina/Brown (NYC). Attn: Human Resources Department (B0), 1633 Broadway, 212-532-7424. Hackensack, NJ 07601. New York, NY 10019.

We appreciate your interest, but can only respond to those we feel are qualified. Catch a Creative Genius We are an equal opportunity employer and an advocate of workforce diversity. ADWEEK USE CLASSIFIED ADWEEK MAGAZINES SHOl4iTIME. TO GET NATIONAL EXPOSURE CALL 1-800-7-ADWEEK

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* * * USE ADWEEK MAGAZINE TO GET NATIONAL EXPOSURE * * * Culture 1 September 9, 1996 CULTURE TRENDS

Culture Trends is a compilation of data collected from Billboard, The Hol- lywood Reporter MTV and Nielsen Media Research to track current trends MTV's in the movie, television, video and recorded music marketplaces. Buzz Clip Buzz Clips are usually by new, up- Billboard'sTop20 Albums and-coming artists who MTV believes Compiledfroma national sampleof retail.storeand rack sales reports,for the week ending have special potential. Of the 40 September7th, 1996 providedby SoundScan. videos that MTV designated as Buzz This Last Peak Wkson Clips since January 1994, more than Week Week Pos. ChartArtist Title 75% have been certified gold or plat- 1 1 1 63 AlanisMorissette JaggedLittle Pill inum. 2 2 2 24 Celine Dion Falling Into You Week of 9/2/96 3 3 1 8 Nas It Was Written Artist/Group: Filter 4 5 4 34 No Doubt Tragic Kingdom Song/Video: Jurassitol Director: Dean Carr 5 4 3 7 Leann Rimes Blue There is a certain subset of musicians who for rea- 6 6 1 28 Fugees The Score sons unknown adhere to the false premise that electronic music or the tools involved imply a lack of cre- 7 7 2 10 Toni Braxton Secrets ativity or inspired performance. Filter admit freely to 8 8 8 4 Soundtrack The Crow: City of Angels the use of such devises and prove that, in the hands of creative, intelligent individuals they are tools for art, 9 13 5 9 Keith Sweat Keith Sweat not hindrances. 10 9 1 12 Metallica Load Artist/Group:Rage Against The Machine 11 10 1 57 Bone Thugs -N -Harmony E.1999 Eterna Song/Video:People of the Sun Director: Peter Christopherson/ 12 12 4 41 Tracy Chapman New Beginning Sergei Eisenstein 13 11 3 4 Alice In Chains Unplugged Heavy metal has never been much of a forum for political debate, however Rage Against the Machine hope to change all 14 15 14 25 311 311 that with their blend of roaring guitars, barked raps and political activism. Their recent influences include the sonic disso- 15 14 1 4 A Tribe Called Quest Beats, Rymes, and Life nance of Fugazi and the thrash -funk of earlier Red Hot Chili 16 16 2 17 Dave Matthews Band Crash Peppers, as heavily displayed on their second album, Ecil Empire. 17 18 15 3 Tom Petty and Songs and Music The Heartbreakers fron She's The One Artist/Group:sublime Song/Video:What I Got 18 New 18 1 The Jerky Boys The Jerky Boys 3 Director: Clark Eddy 19 19 12 8 Soundtrack It's been a long and wild ride since sublime's first gig Phenomenon way back in 1988 in Long Beach, CA. Blending a love 20 22 5 78 Shania Twain The Woman In Me of dance -hall and rock -steady reggae rhythms and an aggressive punk ethos the band amassed a nearly fanatical Southern California following that would do just about anything to catch their blistering sets. CD 1996 Billboard/Soundscan, Inc./Broadcast Data Systems Sublime's new self -titled release is sure to take the listener on a roller -coaster of auditory responses.

Artist/Group: eels Song/Video: Novocaine For TheSoul Director:Mark Romanek Nielsen's Top 15 NetworkPrograms As their name suggests, eels can be a pretty slippery entity. Their own freakish beauty derives from the These are the top 15 Network programs for the weekending August 25, 1996. ability to change gears at a moments notice, careen- ing from glockenspiel to twisted guitar rock to jazzy Rank Program NetworkRating Share Rank Program NetworkRating Share samples within the same song.Their debut album, 1 Seinfeld NBC 15.2 27 9 60 Minutes 21 Beautiful Freak,honors the offbeat and celebrates CBS 10.1 the peculiarities in us all. 2 3rd Rock from the Sun NBC 14.826 10 The Nanny CBS 10.019 3 Dateline NBC (Tiles) ABC 12.32210 20/20 ABC 10.019 Artist/Group:The Wallflowers Song/Video:6th Avenue Heartache 4 Friends CBS 11.724 12 NFL Preseason FTBL ABC 9.617 Director: David Fincher Headed up by Jakob Dylan (Bob's son), The Wallflowers 5 ER NBC 11.622 13 Caroline in the City SpecialCBS9.516 deliver the unifies force of a true ensemble. The band 6 Single Guy NBC 11.52214 NBC Sun. Movie NBC 9.416 began introducing their rootsy music to their native Los Angeles in the early 90's and quickly drew crowds 7 NBC Mon. Movie NBC 10.718 15 CBS Sun. Movie CBS 9.216 hungry for songs that were void of glitz and pretense, 8 Home Improvement NBC 10.318 and long on soul, smarts and feeling. With their sec- Source: Nielsen Media Research 5 -Repeat S=Special ond release,prinaina Down The Horse,the Wall- flowers prove that they're a band that matters. September 9, 1996 Culture 2 CULTURE TRENDS

Billboard's Top 15 Singles MTV Around Compiled from a national sample of retail, store and rack sales reports,for the week ending September 7th providedby Sound Scan. the World This Last Peak Wks on Week 019/2/96 Week Week Pos. Chart Tit le Artist

1 1 1 38 Macarena (Bayside Boys Mix) Los Del Rio MTV Europe 2 2 2 12 I Love You Always Forever Donna Lewis Artist Title 3 4 2 12Twisted Keith Sweat 1. Fugees Killing Me Softly 4 5 3 10 Loungin LL Cool J 2. Adam Clayton/ Mission:Impossible 5 6 3 26 C'Mon N' Ride It (The Train) Quad City DJ's Larry Mullen, Jr. 6 7 5 8 Change The World Eric Clapton 3. Alanis MorissetteIronic 7 3 3 2 Hit Me Off New Edition 4. Gary Barlow Forever Love

8 8 1 14 You're Makin' Me High... Toni Braxton 5. Peter Andre f/ Mysterious Girl Bubbler Ranx 9 9 5 9 I Can't Sleep Baby (If I) R. Kelly 10 11 6 7 Who Will Save Your Soul Jewel MTV Brasi 11 10 3 23 Give Me One Reason Tracy Chapman Alt e,t Title 4 Its All Comming Back Celine Dion 12 14 12 1. Skank Garota Nacional To Me Now 2. Metallica Until It Sleeps 13 13 11 15 Who Will Save Your Soul Jewel 3. Barao Vermelho Por Vir Quente 14 12 1 13 How Do U Want It... 2 Pac (Feat. KC & Jojo) 4. Smashing Tonight, Tonight 15 16 15 15 Only You 112 featuring Pumpkins The Notorious B.I.G. 5. Paralamas Lourinha Bombril Do Sucesso ©1996 Billboard/Soundscan, Inc. EMI= Title 1. Alanis MorissetteYou Learn -Billboard's Heatseekers Albums 2. The Cure Mint Car 3. Eros Ramazotti Estrella Gemela Best selling titles for the week ending September 7th by new artists who have not appeared on the 4. The Cranberries Free To Decide top of Billboard's album charts. 5. Soraya De Repente This Last Wks. on Week Week Chart Artist Title MTV Mandarin Calm Before the Storm 1 1 11 Paul Brandt Artist Title 2 3 9 James Bonamy What I Live To Do 1. Jacky Cheung I Can't Forgive You 2. Li Wen Past Love 3 - 1 Sebadoh Harmacy 3. Jeff Zhang Love You Too Much 4 2 2 The Braxtons So ManyWays 4. Tarcy Su Lemon Tree 5 6 28 Ricochet Ricochet 5. Stella Chang Nobody Knows 6 5 2 Akinyele Put It In Your Mouth(EP) Artist Title 7 19 2 eels Beautiful Freak 1. LL Cool I f/Total Loungin' 8 7 32 Enrique Iglesias Enrique Iglesias 2. Toni Braxton You're Makin' Me 9 11 42 Kenny Wayne Shepherd Ledbetter Heights High 3. Butthole Surfers Pepper 10 20 6 Kenny Chesney Me and You 4. NAS If I Ruled The 11 8 10 Superdrag Regretfully Yours World 5. No Doubt Spiderwebs 12 14 22 Goldfinger Goldfinger 13 9 4 Mista Mista 14 21 20 Jo Dee Messina Jo Dee Messina 15 10 5 PFR Them

ADWEEK MAGAZINES CLASSIFIED Talk to the best people in their favorite all the waste circulation of a general business publications-ADWEEK interest newspaper. No wonder we have Magazines. We offer the perfect three times more "Help Wanted" ads editorial environment. And we save you than our only major competitor.

ADWEEK BRANDWEEK MEDIAWEEK Just call I-800-7-ADWEEK. In the West call 213-525-2279 MEDIAWEEK September 9, 1996 http://www.mediaweek.com PAGE 33

CALENDAR

AdvertisingWomenof Media Notes New York will present its Silver Medal Award for NEWS OF THE MARKET outstanding contributions to advertising and communications to Hearst Maga- Discovery, CBS Progress a separate transaction, EZ agreed aid's, Reebok and General zines Enterprises president Discovery Communications and to swap three stations-including Motors, was led by media con- John Mack Carter at a cock- CBS last week revealed more one of its newly acquired Char- sultant Jack Myers. The adver- tail reception Sept. 11. Con- details of their programming lotte stations-to SFX Broadcast- tiser group had trouble finding tact AWNY headquarters at partnership, initially announced ing for that company's WTDR- programming that all the adver- 212-593-1950 for details. several weeks ago when CBS said FM (Charlotte) plus $64.9 tisers deemed appropriate for Discovery would contribute pro- million in cash. their needs. Several members Women in Cable Et Telecom- grams to its Eye on People cable apparently decided not to fund munications presentsits network, which launches in TPP Disbands some projects with ad buys, in Telco 101: Cable Meets March. Discovery will produce at Television Production Partners, part causing the breakup. How- Telephony two-day course least three prime -time nature a disparate group of advertisers ever, TPP members will follow in Minneapolis Sept. 12-13. specials to run on CBS during the that produced TV program- through with plans for a series Contact: 312-634-2353. 1996-'97 season. Discovery, which ming, has disbanded.TPP of made -for -TV movies, pro- will own the international rights backed the Oscar -nominated duced with Paramount Network Columbia Business School to the shows, will run the specials documentary Hank Aaron: Television, for Fox. Alumni Club/New York following their window on CBS. Chasing the Dream, which aired Media Committee presents on TBS, but the group had few Bruckheimer's 'Soldier' a Go an evening seminar, "The McIntosh Takes KLFY by Storm other ratings or critical success- L.A.-based Rysher Entertain- Futureof the Magazine Young Broadcasting station es during its four-year life. The ment has greenlighted series Industry," Sept. 25 at Hotel KLFY TV in Lafayette, La., has 10 -member group, including production for the fall 1997 Intercontinental in New York. named David McIntosh, a veter- AT&T, Coke, Clorox, McDon- action -adventure Solder of For - Contact: 212-872-3700. an of the National Weather Ser- vice, as its severe weather special- Magazine Publishers of ist. McIntosh predicted more America presents a half -day than 50 hurricane eye penetra- MTV Spending Spree seminar, "Internet Publishing tions when he served on the Unit- MTV Networks announced last week it is spending a whop- Operations, Strategy and ed States Air Force Reconnais- ping $420 million over the next five years to ramp up origi- Management," Sept. 26 at sance Squadron, prior to his nally produced animation for Nickelodeon, MN and possi- MPA's New York headquar- tenure at the National Weather bly even VH1 (though that wouldn't appear until 1998). ters. Contact: 212-872-3700. Service. Several program details will get hashed out in coming IM '96 West: The 8th Con- 'Outside' Goes for It on TV months; severalprojects ference and Expo on Inter- Mariah Media's Outside maga- are already in development. active Marketing will be zine is extending to TV with the Nickelodeon gets the lion's held Oct. 7-9 at the Century Sept. 30 premiere of Go for It on share of the money-$350 Plaza Hotel and Towers in The Discovery Channel. The out- million-in part to add more Los Angeles. Contact: 800- door -adventure program will air original cartoons to its line- 538-5053. 6-7 p.m. Monday through Friday. up, such asHey Arnoldand Editors from the National Maga- Angry Beavers, but also to The Broadcasting & Cable zine Award -winning, New Mexi- further cement its relation- 1996 Hall of Fame Dinner co -based title will appear as ; ship with Clasky Csupo, the will be held Nov. 11 at the expert guests on the show. New animated shows likeproduction company Marriott Marquis Hotel in the one for Beavis and behind Rugrats and New York. Contact Steve Evergreen Swaps with EZ Butt -head sidekick Dania AAAHH!!! Real Monsters. Labunski at 212-213-5266. Evergreen Media agreedlast are all MTV Networks At MTV, a spin-off based on week to swap six radio stations in wants for its $450 millionthe female character Dania California Cable Television Charlotte, N.C. (WPEG-FM, onBeavis and Butt -head, Association presents The WBAV-FM, WEDJ-FM, will debut in January. Abby Terkuhle, executive vp and cre- Western Show Dec. 11-13 WRFX-FM, WBAZ-AM and ative director of MTV, said other projects in development but at the Anaheim Convention WFNZ-AM), for Philadelphia not yet committed to run include one using a real-time ani- Center. Contact: 202-429- stations WUSL-FM and WIOQ- mated MTV veejay (through motion -capture technology) 5350. FM, owned by EZ Communica- and a new animated variety show. tions, plus $10 million in cash. In PAGE 34 http://www.mediaweek.com MEDIAWEEK September 9, 1996 Media Notes CONTINUED

tune, Inc., pending a decision be vp/marketing and advertising on whether to take the develop- sales, responsible for consumer ment project out for a network marketing of TheStation@- or syndication sale. Apparently banking on the reputation of Sony.com, an ambitious enter- producer Jerry Bruckheimer tainment -oriented site that plans to integrate advertising (feature films The Rock, Crim- into the programming of the son Tide, Beverly Hills Cop and venue. Sony plans to launch The Top Gun), Rysher officials say Kids can now tune in to Toy Story tidbits Station during the fall. they will forego a pilot and instead produce a minimum of CN's New Launches in UK 13 episodes with a network deal ABC Toys WithTreats Conde Nast's international divi- or 22 episodes if the company ABC last weekendkicked off new 10- and 30 -secondToy sion will launch two new British decides on first -run syndication. Storysnippets during its Saturday -morning lineup featur- monthlies next year-a UK ver- Bruckheimer is also producing ing the computer -animated characters fromthe movie. sion of Conde Nast Traveler and a series adaptation of Dangerous a CalledToy Story"treats," the specially created segments men's sports and fitness book, Minds for ABC this fall. will continue through the fall, makingup 13 minutes of GQActive. Traveler will hit in interstitial programming. Pixar Animation Studios,with September 1997, and GQActive, Disney TV Animation, created the spots. In all, Times Mirror Selling Abrams more than testing a second special issue next 50 people worked on the self-contained mini The still strategically evolving -stories. Sev- month, will launch next April. eral actors from the original film will reprise Times Mirror company has put their roles, but Tom Hanks and Tim Allen will not beamong them. up for sale Harry N. Abrams MCA TV Ups Hasson John Lasseter, director of the feature, directsthe shorts. Inc., the nation's largest apublish- In restructuring its Eastern and er of art books. New York -based Midwestern regional sales Abrams has been a Times Mirror offices, MCA TV has promoted CoreStates Bank N.A., First linked with other BBC radio and division since 1966. Arthur Hasson to senior vp, Chicago NBD and Wells Fargo. TV journalists, production facili- Eastern region. In addition to The new service will be provided ties and archives. 'Geraldo' Gets New Producers overseeing the New York office, through AOL's Personal Finance Tribune Entertainment and Hasson will oversee MCA TV's Channel. AOL Spanks "Spammers" Investigative News Group have Dallas and Atlanta program America Online has banned added three veteran talk -show sales offices. Hasson will assume Sheehy Tops 'Utne Reader' incoming e-mail from five sites producers to bolster the 10th- many of the duties previously The Minneapolis -based alterna- on the Internet, charging that season run of The Geraldo handled by Steve Rosenberg, tive -press digest Utne Reader has millions of junk e-mail messages Rivera Show, which King World who was recently promoted to a new president. John P. Sheehy, had been sent to AOL members Productions will begin distribut- executive vp of sales for MCA formerly an executive with the ing on today. Tribune has added from those locations. Three of TV. Phil Martzolf, previously the now -defunct Time Inc. division, Adrienne Wheeler, formerly a the banned addresses came from Northeast region sales manager Time Inc. Ventures, left his post a Philadelphia -based company producer for Multimedia's can- out of New York, has been as president of American Hospi- called Cyber Promotions. celed Donahue; Carole Autori, upped to vp of Midwest sales out tal Publishing in Chicago to take previously a supervising produc- of MCNs Chicago office. Both the Utne job. er for CNBC and associate pro- BPA to Audit IDG Web Sites Hasson and Martzolf will report BPA International, which has ducer of ABC's The Barbara to Rosenberg. AP to Oil BBC News Walters Specials; and Emily launched a service to auditsites The Associated Press hasmade Barsh, most recently a producer on the World Wide Web, has AOL Launches Online Banking an agreement with the British signed a deal with International for CNBC's Rivera Live. America Online last week Broadcasting Corp. to provide the Data Group to perform auditing launched the AOL Banking Cen- BBC with an Electronic News Schiller Jumps to Sony services for nine of that compa- ter, offering members the oppor- Production System. The AP ny's Web sites. The sites are Scott Schiller, who had led the tunity to pay bills, review developed the research system to advertising sales efforts for ComputerWorld, InfoWorld, PC accounts, transfer money and retrieve text, pictures, sound and World, Macworld, Network Prodigy, has left the online ser- fill out loan applications. Eigh- video from sources inside and World, CIO, Java World, vice and content company for a teen financial institutions have outside of the BBC. Each BBC similar post at Sony Online Netscape World and SunWorld. signed on, including American journalist will access the system Ventures. At Sony, Schiller will The BPA Web site is located at Express, Bank of America, from his or her desk and be http://www.bpai.com. THE PRESTIGIOUS CANNES LION

COULD NEVER BE BOUGHT.

(NEVERTHELESS, WE'LL BE HAPPY TO SELL IT TO YOU.)

You can't find an award show with 111 Send me the 1996 Cannes Festival Showreel for $499 FORMAT more integrity. Out of thousands of El 3/4" 0 VHS rElSend me the 1995 and 1996 Cannes Festival Showreels, both for $799 entries from all over the world, only TITLE eighteen Gold Lions were awarded. NAME _

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ADINEBI 1996 Cannes Showreel PAGE 36 http://www.mediaweek.com September 9,1996 MEDIAWEEK

BIG DEAL

DIGITAL EQUIPMENT CORP. Real Money Agency: Young Et Rubicam, N.Y. Begins: Now ADVERTISING ACTIVITY IN THE MEDIA MARKETPLACE Budget: $30 million -plus Media: Print CHRYSLER money coming from brisk sales of the Town Business -computer giant Digital Agency: Bozell Worldwide, Detroit & Country minivan and the Sebring con- Equipment Corp. this week Begins: Winter vertible. The current repositioning will lay launches a worldwide print cam- Budget: $20 million the groundwork for the debut of its paign that essentially co -brands DEC Media: TV redesigned '88 LH cars to separate Chrysler with Microsoft NT, Microsoft's new Chrysler will likely boost media spending by from the pack, grow sedan sales, and differ- Windows program for business. First - at least $20 million in the coming model year entiate its brands. year spending for the consumer and to reposition the Chrysler division nameplate Chrysler will likely grow the use of mall trade effort-which will run at least under the new themeline, "What's New in kiosks for car info-a main ingredient of the 12, and as many as 18 or more, Your World?" successful Plymouth Place program-for the months-will top $30 million. Bozell Worldwide, Detroit, is readying a Chrysler brand at upscale malls and other A seven -page insert in trade and new campaign touting the Chrysler division locales. A current test-drive program at auc- business magazines (including Forbes as a provider of affordable luxury cars with a tions and golf outings will continue with near- andThe Economist) kicks off the cam- classic American feel to play up the design of ly 35,000 test drives expected this year. paign this week, followed by a series of its autos and boost soft sedan sales. The This year typical Chrysler buyers were ads addressing specific problems facing effort is being headed up by creative guru about 50 with a median income of about MIS and IT managers who are making Gary Topolewski at Bozell. $70,000; in 1991 their median age was about the switch to Windows Ads, now in 60 with a $50,000 income. Future efforts will NT The creative of all production, will be seek to continue the trend to attract younger, ads, handled by Young & shown to dealers in more affluent buyers. -Steve Gelsi Rubicam, N.Y., features San Francisco at a chimpanzee in various the end of the stages of puzzlement and month. One spot distress. Headlines men- for the Chrysler tion Windows NT in Cirrus pits the boldface, then address a sedan against the NEXT WEEK IN specific challenge-i.e., rival Honda creating budgets using Accord, although MEDIAWEEK: old applications sys- Chrysler will more tems-facing companies. Sebring's fueling directly compete The ads target both the hands-on more spending with Mercury, and SYNDICATION: decision -makers who work in MIS and more upscale cars FIRST -RUN IT departments via their problem/solu- from General Motors for 40 -and -up baby tion format, while catching the eye of boomers considering an entry-level luxury IS HOT higher -level management who are more cars in the $20,000 and up range. inclined to make decisions based on Overall the Chrysler brand will portray reputation of brand: in this case, "new luxury" as stylish, precise and refined \\ Microsoft NT yet attainable, as represented by the Town & DEC won't emphasize specific prod- Country minivan. uct, although several new personal Reinforcing the image will be a new badge computers, workstations and servers with the addition of a set of silver, Art Deco are being introduced this week. wings with the year -old Chrysler seal in the Instead, ads will focus on DEC's exper- middle. The badge makes it debut on the '97 POINT OF VIEW tise and experience and its close associ- Chrysler Sebring Coupe, and will eventually ation with Microsoft. The two compa- appear on all Chrysler division vehicles. nies entered an alliance last year to Grills in future models will also play off retro work together in technical development design cues while the overall look of the cars ONE IN A CONTINUING for enterprise computing. will be futuristic and streamlined. SERIES OF MESSAGES FROM DEC's revenues for fiscal year 1996 Chrysler spent about $130 million in THE ADVERTISER SYNDICATED were $14.6 billion, up from $13.4 bil- media behind the Chrysler -division in 1995, TELEVISION ASSOCIATION lion in 1995. -Marla Matzer per Competitive Media Reporting. The effort for the '97 model line will probably eclipse that by at least $20 million with extra MEDIAWEEK September 9, 1996 http://www.mediaweek.com PAGE 37

CMR TOP 50

A Weekly Ranking of the Top 50 Brands' Advertising in Network Prime Time

Week of August 19-25, 1996 Prime -Time Ad Activity Rank Brand Class Spots Index

1 MCDONALD'S V234 61 1,281 2 BURGER KING V234 58 1,218 FILA 3 JC PENNEY V321 35 735 Agency: FCB/Leber Katz, N.Y. 4 TARGET DISC V324 32 672 Begins: October 5 KFC RESTAURANT V234 30 630 Budget: $4-5 million WENDY'S V234 30 630 Media: Outdoor 7 SEARS V321 26 546 Fila USA will spring into outdoor media 8 MAZDA AUTOS & TRUCKS T115 21 441 starting in limited markets in the fourth PRIMESTAR H320 21 441 quarter and accelerating next year to a $4-5 10 COORS LIGHT F310 20 420 million budget and ongoing presence in as 11 1 -800 -COLLECT B142 17 357 many as 40 markets. CROW CITY OF ANGELS V233 17 357 Fila will boost its budget proportionately 13 FIRST KID V233 16 336 and mix its media with a significant outdoor ISLAND OF DR MOREAU V233 16 336 component for the first time. The company 15 1-800-CALLATT B142 15 315 will preface the effort with an outdoor -image DURACELL H220 15 315 effort in New York, Chicago, Philadelphia, 17 K MART V324 14 294 Detroit and Baltimore for this holiday season, LITTLE CAESAR'S RESTAURANT V234 14 294 then appraise strategic locations in 30-40 met- NICOTROL G120 14 294 ros for the launch of its Barricade cross -train- WRANGLER A116 14 294 er, starting in January. 21 AMERICAN DAIRY ASS'N. F131 13 273 "We'd like to sort of monopolize high -visi- M&M CANDIES F211 13 273 bility locations in key markets 8 -to -12 months NISSAN MOTOR CORP T112 13 273 a year," said Howe Burch, Fila vp of market- PAYLESS SHOE SOURCE V313 13 273 ing and communications. SEARS V321 13 273 Fila's outdoor has in the past been limited 26 7 UP F221 12 252 to co-op buys via retailers. The creative will DISCOVER CARD B150 12 252 rotate in March to feature runner German Sil- GENERAL MILLS F122 12 252 va and the Silva trainer, the company's first U.S. POSTAL SERVICE B612 12 252 performance running shoe.-Matthew Grimm 30 KELLOGG'S F122 11 231 LEXUS AUTOS & TRUCKS T114 11 231 TRIDENT SUGARLESS GUM F211 11 231 MICROSOFT NETWORK AND MCI TWIX CANDY BAR F211 11 231 Promotion with Rysher Entertainment WAL-MART V324 11 231 Begins: November 35 ACURA AUTOS T112 10 210 Value: $500,000 ALADDIN VIDEO H330 10 210 Media: TV ALEVE D211 10 210 The Microsoft Network (MSN) online ser- CALVIN KLEIN CK ONE D113 10 210 vice and MCI's 1 -800 -COLLECT in COLGATE PLUS D121 10 210 November will partner with Rysher Enter- JOHNSON & JOHNSON D218 10 210 tainment's new hourlong syndicated TV L'OREAL CASTING D141 10 210 action series,FIX. MONISTAT 3 D216 10 210 An MSN watch -and -win contest will be PIER ONE IMPORTS V344 10 210 promoted in three 30 -second national spots RED LOBSTER RESTAURANT V234 10 210 onFIX,as well as in an undetermined num- SEARS (HARDWARE) V321 10 210 ber of 30 -second spots provided to local sta- SERTA MATTRESSES H120 10 210 tions to air at their discretion. The Microsoft SNAPPLE F223 10 210 Network will get its product woven into the 48 ADVIL D211 9 189 show as part of the contest. CITIBANK CORP B150 9 189 MCI, also a major advertiser on the CREST D121 9 189 show, will provide several 1 -800 -COL- Ranked in order of total spots. Includes ABC, CBS, NBC, FOX, UPN and WB. Regional feeds are counted as whole spots. LECT long-distance packages, and Spots indexed to average spots for all brands advertising in prime time, i.e., if McDonald's Index=1308, McDonald's ran Microsoft will offer software packages as 1208 percent more spots than the average. Source: Competitive Media Reporting prizes in the contest and get banners on PAGE 38 http://www.mediaweek.com September 9, 1996 MEDIAWEEK Media Person BY LEWIS GROSSBERGER

thing out of the pits, it's Mary Steenburgen. Oh, and Ted Danson. Suddenly Television Cosby (CBS, Mondays, 8): Bill Cosby and Phyllicia Rashad are at it again and there is IT'S BACK! THIS IS A GREAT TV SEASON COMING UP no way to stop them. Men Behaving Badly (NBC, Wednesdays, and Media Person is very excited. In fact, he's danger-9:30): Originally titled Comedians Acting Badly, this sitcom stars Rob Schneider, who ously close to overexcited. There aremore fabulous new shows premier-used to sit next to the Xerox machine on Sat- ing than ever before. OK, Media Person hasn't actuallyseen any of themurday Night Live, being obnoxious. He now sits around in an apartment being obnoxious. but he's read about their magnificence in those fall -preview sectionsin The Burning Zone (UPN, Tuesdays, 9): allthemagazinesand Members of an elite biological task force, newspapers,andtheywouldn'tlie. forced to wear fishbowls on their heads, fight Besides, something special has been goingon behind the scenes. All you rare deadly viruses using authentic scientific techniques such as chasing the germs down read about lately are shows being pulled back for overhauls. Nothing in cars and shooting them with high -caliber appears to be working out as planned; producers are being replaced, assault rifles. Dark Skies (NBC, Saturdays, 8): Flying story lines fired, writers shot. Is this chaos and save the Earth. Now the black guys aresaucers appear over California and darken cause for dismay? Just the opposite! The tur- venturing into the vastness of space without a the skies. The aliens then land in Hollywood moil gives the whole fall schedule a danger- mezuzah to their name and on an even harder where they take over the television industry ous, unpredictable, almost avant-garde feel-mission: getting laughs. Hope they stay out ofand flood it with X -Files imitations. But the ing. Why, you could even call it-if you dared trouble because Jeff Goldblum's back in Juras- TV audience, refusing to allow its brains to to use a word this powerful-edgy. sic Park chasing dinosaurs. be abducted, go out and rent Jim Carrey Here then are the best of the best, Media Millennium (Fox, Fridays, 9): Millennium videos. The aliens are all canceled and the Person's personal favorites: (also known as The M Files) stars Lance Hen- networks go back to Seinfeld imitations. Suddenly Susan (NBC, Thursdays, 9:30): rikson, whoever he is, as a gumshoe who Pearl (CBS, Wednesdays, 8:30): Street- Helen Mirren was unavailable for this demand- tracks down psycho killers by putting himself wise, blue-collar widow (Rhea Perlman) goes ing production so they back to college and gets got the next best thing- laughs at the expense of Brooke Shields. Original- Now the black guys are venturing into the vastness ofspace withouta snotty professor (Mal- ly, she was to be a newly colm McDowell). Then singlePasadena booka 'mezuzah' to their name on an even harder mission:getting laughs. he flunks her out. editor. Then they Public Morals (CBS, changed her to a widowed San Francisco mag- inside their heads and figuring out what they'llWednesdays, 9:30): Put together two certified azine columnist. Now she's a pregnant Van do next. Unfortunately, he realizes that thisgeniuses-Steven Bochco and Jay Tarses- Nuys coal miner. Wait...the producer just called uncanny ability means he may have the mind and what do you get? A sitcop with more another writer meeting! Hold on...But no mat- of a killer himself. This gives him a terribledirty words than a week of Howard Stern. ter, Brooke has the range to play anything! case of heartburn as well as a sudden desireAlready, stations in the Moral Majority Belt Spin City (ABC, Tuesdays, 9:30): Michael to protest against capital punishment. are bailing out, two Republican platform J. Fox plays a short, savvy political adviser Ink (CBS, Mondays, 8:30): What is it writers have reportedly fainted, and one of who works for a tall, empty -suit politician and about New York City newspapers that makes the show's catchphrases (invariably spelled by moves him gradually to the political rightHollywood producers think they should setthe newspapers as "p ---y posse") has been while spending nights with a $200 hooker at a movies and TV shows there? They must censored-all before Public Morals even pre- fancy hotel. You know, there's somethingimagine that something terribly excitingmiered. Well, you know that anything this familiar about all this but Media Person can't goes on at these newspapers. Apparently, destructive to family values must be good. put his finger on it. they've never read Anthony Lewis. Anyway, Besides, Media Person is such a sucker for Homeboys in Outer Space (UPN, Tuesdays, the premiere of Ink has been delayed, Bochco he even liked Cop Rock, and Tarses 8:30): Nice title! Independence Day conclu- reportedly because the first few shows exud- fathered the immortal Buffalo Bill, so sight sively proved that black guys and Jewish guys, ed a quality that rhymed with the title. But unseen, Public Morals is MP's all-time working together, could beat evil space aliensMP is confident that if anyone can pull this favorite show. Source: Banron's Primary Reader Survey, Beta Research Corporanon,1995. 01996 Dow Jones & Company, Inc All Ra;Ms Reserved.

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