Petry Dished Fox Sales

1111E !MEEK Vol. 7 No. 5 THE NEWS MAGAZINE OF THE MEDIA February 3, 1997 $3.00

MARKET INDICATORS Petry Dished Fox Sales National TV: Slow Not much business nappening, w:h make - Rep firm lands $700M in billings for 22 -station OHOgroupPAGE 6 goods eating up inven- -.ory and buyers and sellers focused on the CHILDREN'S TV Kids upfront. Some shops repert sligntly Superheroes nigher second-quarter Lead Kids WB option cuts. Net Cable: Active Fall Slate The kids upfrort came and went last week. Net hopes to build Otherwise, the .after image with Batman nalf of first-quarter scat- :er has picked up for and Co.; few new nets selling 18-49. shows on tap Spot WI Middling PAGE 5 =irst quarter is ep a 3cant 3 or 4 peicf.nt CHILDREN'S TV 'rom last year. Most oroduct linas are flat, Fox Kids Net's though the latest "burg - 3r wars" are heating up New Marvel the fast-food category. Series based on Radio: Flat The marke-. cortinues 'Silver Surfer' to disappoint; broad- (omic due for fall oasters had expected a -obust first qLaier but PAGE 5 nstead see stagnation. _.A. is brig -den ra a bit, MAGAZINES Of Time as is Chicago,. tut even Line Forms a match seems bright In an unusually brisk kids upfront, n a cave. At Disney Magazines: Restless Nickelodeon wields its clout to flurry of top-I.3.vel per- Newhouse, many sonnel moves and talk others look at titles of whole groups on the lend a hand to TV Land clock have business PAGE 6 types in a ditt-e-. pAC E 4 Tobacco and luxury goods are not.

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.now o SUPtt. pS (din! tenet Pates-li 5112PAIllt Sriltittil ia, For more information about advertising, call Publisher Jim Spanfeller at 12121 503-4701 or e-mail: Jim SpainfellerOZD,com A I the Web tht s fit In suc. MEDIAWEEK February 3, 1997 http://www.mediaweek.com PAGE 3 Laura K. JonesFEB 1 21997 AT DEADLINE

games will continue to be broadcast on KABC. KIIS is a Jacor Reuters Reported Eyeing Dow Jones Communication -owned station .Jacor has long been a sports radio Reuters has indicated an interest in buying or merging with Dow player in several U.S. markets, including Tampa Bay, Fla., Cincin- Jones, according to a report in this week's "Inside Wall Street" nati and Boulder/Denver, Colo. The move is also significant column of Business Week. Some Reuters Holdings money man- because it marks KIIS-AM's break from being a strict KIIS-FM agers apparently have inquired into the possibility of a merger, simulcast entity. joint venture or sale of Dow Jones. A Dow Jones rep said last Fri- day that the column is "nonsense." Earlier last week, investors News Corp. Ready to Pounce on MSG James Cramer and Michael Price acquired large interests in News Corp. is said to be the most serious suitor waiting to gobble Dow Jones. up Madison Square Garden, along with MSG Network and the Knicks and Rangers teams, if it should go up for sale. The prop- ABC Radio Set to Sign Katz Solo erties are owned by ITT and Cablevision Systems Corp. ITT is ABC Radio Networks is expected to sign an exclu- currently the target of a possible hostile takeover by sive sales rep agreement with Katz Radio Group, Hilton Hotels Corp., which would most likely sell according to sources close to the network. Terms of INSIDE the Garden if the bid succeeds. Cablevision has the the deal could not be confirmed by presstime. ABC right of first refusal to either buy out Hilton's Radio Networks owns and operates 21 stations in would-be stake, approve another partner or sell out New York, Los Angeles, Chicago, San Francisco, to a buyer. The most likely scenario, according to Detroit, Dallas, Atlanta, Minneapolis and Washing- one source, would be the approval of another part- ton, D.C. The deal follows on the heels of CBS ner, i.e., News Corp. Also likely to be sold off is Radio's exclusive sales representation deal with New WBIS+, the New York sports and business station York -based Interep Radio. jointly owned by ITT and Dow Jones, which launched in late January. News Corp. has a pro- WB Loses Savannah Affil to UPN gramming alliance with WBIS+ for its Fox Sports United service (which it co -owns with Liberty Media), but Paramount Network, the third such defection in two the media giant wants a full-time sports presence months. Upchurch Broadcasting -owned WUBI in in New York. Published reports placed the Gar- Savannah, Ga., will switch from WB to UPN, MTV Nets' Popkowski den's value at between $650 million and $1 billion, announced station president/ceo Jimmy Upchurch. cashes in on kids but sources close to the company report that its "We have a better future with UPN and they're 4 cash -flow increase from around $20 million in 1994 easier to work with," said Upchurch. "I think to $94 million last year would justify a higher price. Warner Bros. is turning into a cable company FORUM ITT and Dow Jones bought WBIS+ for $207 mil- and will ultimately not support their affiliates." 12 lion last year. Upchurch said he was disenchanted with The WB's plan to launch the WeB cable service in the nation's WASHINGTON 'HAG' AD May Land at 'Esquire' lower 100 markets. 21 Robert Priest, the Conde Nast House & Garden art director who was replaced two weeks ago by for- CBS Sports Cuts 3 Execs REAL MONEY mer Esquire design director Diana LaGuardia, is Sean McManus, president of CBS Sports, has let go 36 set to take LaGuardia's post at the Hearst men's three executives in the business affairs department to book. An Esquire spokesman would not comment, make room for fresh blood as the network prepares MEDIA PERSON and Priest could not be reached for comment. to bid on sports rights, particularly the NFL. The 38 Priest served a four-year stint as Esquire art direc- three vice presidents-Doug Jacobs, Noel Berman tor a decade ago. and Brian Fielding-left last week. No replacements have been named yet. AfterDark Adds E! Online for News E! Online has joined The Wall Street Journal and USA Today as a KIIS Your Radio for Dodgers Games news content provider for Berkeley Systems' AfterDark Online, a The Los Angeles Dodgers last week traded KABC-AM, their news broadcast delivered directly to users' desktops. AfterDark is radio home for the past 23 years, for KIIS-AM in a five-year deal a personal news delivery system available through downloaded set to take effect in 1998. During the 1997 season, all Dodger software and modem.

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 February 3, 1997 MEDIAWEEK

MEDIA WIRE

'SI' Cancels Specials On NCAA Hoops, Football Nick, Toon Time Inc.'s Sports Illustrated has tem- porarily scrapped plans for new "bonus sections"-additional edit and ad pages-on college football and basketball. Subscribers who had requested the additional sections were sent letters last week informing them that the sections are not forthcoming. The subscribers Are Wrapped were offered the "NBA Extra" section, which launched Jan. 13, instead. "The bottom line is that these sections cost a lot of money," said assistant con- Kids upfront commands double-digit CPM hikes sumer marketing director Gene Foca. "We've got to have enough bodies-a TV / By Michael Biirgi & Eric Schmuckler ing. "They're being pretty reasonable with us," critical mass-to justify the expense." Nickelodeon opened the kids upfront said Gary Carr, senior vp at Ammirati Puns Readers who have renewed subscrip- advertising market last week with a Lintas. But others noted that the network has tions since summer have been asked series of deals that brought in fresh no choice, since it must book as many dollars as which special sections they would like to money for next season, new com- itcan to put againstitsstill -rising ratings. receive-"Golf Plus," "NFL Extra," mitments for the 1998-99 season "Their CPM is still way below the major broad- "NBA Extra" or the never -produced and ad dollars for its spin-off net- casters, more like syndication," said a buyer. NCAA sections. Some 700,000 readers work TV Land. Cartoon Network also wrote the Up-and-comingCartoonNetworkalso receive two -year -old "NFL Extra," bulk of its business last week. All this sets the moved quickly to write the lion's share of its 440,000 receive "Golf Plus" and 220,000 stage for an interesting game of musical chairsbusiness before the broadcast upfront. With receive "NBA Extra." Sfs total circ is as buyers look to the broadcast half of the rapidly increasing delivery-Toon's homes have 3.3 million. -Jeff Cr-million upfront later this week. The dominant kids network Newsman Cheatwood in GRPs and ad dollars, Nick earned double-digit CPM Heads to NBC in Chicago increases,accordingto John Joel Cheatwood, a broadcast news veter- Popkowski, executive vp of ad an known nationally for his creation of sales for MTV Networks. With fast -paced, younger -skewing newscasts a Popkowski-imposed deadline in Miami and Boston, has been signed oflastFriday,thenetwork by NBC Television as vice president of wrapped its business quickly. news at WMAQ in Chicago. Aside from Nick's deals had a lot of managing the station's daily news oper- movingparts.Thenetwork ations, Cheatwood will also be involved already had about two-thirds of in developing a number of domestic and itsinventory committed from international news ventures for the par- deals it did a year ago. CPM ent network. increases were said to be about In making the move to Chicago, 15 percent, usually only for the Cheatwood said it was his recruitment new money, though some buyers indicated that doubled in the last 18 months-the network by Lyle Banks, WMAQ's general man- they did better than that. "They came in asking also needed to boost billings while trying to ager, and additional commitments from plus -30, but nobody paid much attention," said improve CPMs. Karl Kuechenmeister, Turner's John Rohrbeck, president of NBC Tele- a buyer who cut his deal last week. Nick also kids ad sales boss, said the network could come vision Stations, that convinced him take sought to firm up options and grab commit- close to doubling its dollars this year, due to the wide-ranging job. With plans to hire ments for next season. And it offered a better much broader penetration, CPM hikes and the a news director to work below him, kids price to those willing to buy TV Land promise of stronger product coming from the Cheatwood will also be working with schedules as well, a tactic some buyers found Warner Bros. library. "All our deals are coming Banks on developing news programming slightly heavy-handed. TV Land offers went to in at double-digit increases with huge share for NBC and its MSNBC and CNBC fast -foods and some packaged -goods accounts, increases," he reported. cable networks as well as for syndication among others; money came out of adult bud- Buyers are bracing for the broadcast portion and the Internet. gets. Popkowski said he was by and large suc- of the market, which is expected to break mid- (continued on page 6) cessful in landing the deals he wanted. afternoon Wednesday. The big -picture issue in Some described Nick as fairly accommodat- kids this year, as last year, is a massive transfer MEDIAWEEK February 3, 1997 http://www.mediaweek.com PAGE 5

of GRPs and thus dollars from broadcast to cable. This year, there will be some trading among broadcasters as well, as Disney slims Kids WB Stays the Course down its syndicated offerings and WB bulks up its hours. Popular Warner cartoon heroes lead expanded fall schedule There's money up for grabs: CBS wrote $45 million last year and best guess is that its trun- CHILDREN'S TV / By Eric Schmuckler cated block of educational shows will attract in In a long -anticipated expansion to19 to strip in the fall, the rodent will finally suc- the area of $15 million this year. Disney, with hours per week, Kids WB today an- ceed in taking over the world, MacCurdy said. fewer hours and morning time periods, could nounces a fall schedule filled with War- Fans of vertical integration will note that go down from $70 million to, say, $35 million. ner Bros.' galaxy of animated stars. The WB has pulled shows back from competitors Even Fox, which wrote $175 million last year lineup features only two new shows on for fall. Batman comes off Fox, as expected, and had to give cash back as its weekday ratings Saturday, both from outside suppliers: and Warner dealt for a weekday -morning win- fell, might seek to book $20 million less this Norman Lear's educational -qualifier Umptee3- dow for Tiny Toons, which also will continue war. If ABC holds even at $45 million, that's TV in the low -usage 8 a.m. slot, and an action to air on Nickelodeon. perhaps $85 million looking for a home. show whose title could not be Jamie Kellner, head of The Demand is said to be up slightly, maybe 5 learned at press time. The rest WB, is confident that Kids WB percent or so. Although it wasn't a brilliant of the slate includes Looney will pull out of its sophomore Christmas, toys look pretty decent. Mattel has Tunes spin-offs, superhero fran- slump this fall, aided by greater been aggressively seeking deals, Hasbro's up chises Batman and Superman, cross -promotion. With Saturday some and Tyco will try to tickle more big sales and a strip run of Turner's pro - morning and weekday mornings out of Elmo. Cereals are flat, while movies and social Captain Planet. and afternoons, Kellner noted, home video are strong, as always. The tricky Jean MacCurdy, head of "we have four different day - category is fast food. Burger King is said to be programming for Kids WB and parts, because kids and teens ready to spend alotto maintainitskids of TV animation at the Warner are watching our prime time." momentum despite the loss of its Disney tie-in, studio, said that the dearth of Kellner acknowledged the while McDonald's may have to spend heavily to original programs on the new Kids WB's two big tough competition from Nick, keep Disney happy. However, the Pepsico schedule is partly a necessity. franchise players Fox and Cartoon Network. restaurants are pulling out of kids, which prob- "What's really tough for a net- "The question is, are broadcast- ably balances off the burger behemoth battle. work in our position is to breaka brand new ers going to give this business to the cable Buyers said late last week that Fox wouldn't show or concept," MacCurdy said. "My job is industry or keep a part of it for ourselves?" he give any hint of what to expect since it hadn't to make sure the kids get there in a hurry." asked. "We know the product is good and we finished tallying submissions and mapping its The Daffy Duck Show will return to WB know Warner can do breakthrough shows. It'll game plan.Buyers expect Saturdays this fall with a mix of old cartoon takeus years to build up our stations, but being Jick picks: Alex Fox to ask for increases of shorts. Warner is working up a comedy/variety an important player in the kids business is part %lack with Larisa around 20 percent and settle treatment for new episodes of Daffy to launch of our long-term network plan. This year is our Neynik (r. in left in the low teens. ABC usual- next spring. And when Pink\ the Brain goes big chance to show our stuff." thoto) and Mere- ly tucks in under Fox. lith Bishop; and WB is coming off a weak ill That, with Kel year and has 10 more hours Aitchell (r. photo) to sell. Some expect the net isEd Goocbtager to play it conservative in its Fox to Ride Marvel's 'Silver Surfer' estimates,probablyselling CHILDREN'S TV / By T.L. Stanley under the 1.7 Disney pulls in several of the time currently on Fox,X -Men,scored a 4.8/19, fifth -high- slots the WB will inherit from syndication. TheFox Kids Network this fall plans to launch a est in the 2-11 demo. X -Men, which now airs on "People are recognizing we're efficient and that series based on Silver Surfer, the Zen -like Mar- Saturday mornings only, is headed for stripping. we're good for everyone's business," said WB vel character, as part of the net's long-term Loesch is said to have personally chosen Silver sales chief Jed Petrick. One cynic retorted, deal to turn the comic -book company's properties Surfer from among the stable of Marvel characters "Did Turner take out so much money [in cable] into television shows. Margaret Loesch, president of exclusively available to Fox for its Saturday lineup. that there's not much left for WB, and how's Fox Kids, is set to announce the show along with While not one of the biggest -selling Marvel comics, that for synergy?" the rest of the fall schedule at the network's kids Surfer has strong potential for toys and merchandise Buyers think Disney could be one of the upfront presentation tomorrow in New York. because of the character's sleek look. "This charac- odd men out. "They have positioned them- Saban Entertainment will produceSilver Surfer, ter is a loner, not a fighter, which makes him kind of selves closer to network than syndication [in which is expected to be introduced this fall for a an interesting choice," said a Marvel source. CPMs]," noted a buyer. But Disney's shows short run and then get a full rollout in February 1998. Loesch, who has a track record of turning now will be running in morning time periods In the short term, Surfer may be used as a compan- unconventional properties into hits, also is said to be instead of afternoon. CBS' educational shows ion to Spider -Man, the popular Fox series that also interested in developing Marvel's Daredevil and Dr. and UPN's new afternoon teen block also face is based on a Marvel character. Spider -Man's 4.3 Strange comics. The network's pact with Marvel an uphill battle. "It's a game of musical chairs," rating/17 share ranked the show seventh among calls for six series over the next six years; Surfer is said Jon Mandel, senior vp at Grey Advertising, kids 2-11 on Jan. 25. The other Marvel -based show the first series from the deal. who couldn't resist adding, "on the Titanic." II PAGE 6 http://www.mediaweek.com February 3, 1997 MEDIAWEEK

MEDIA WIRE Petry Bags Fox MO Sales "When I was first talking to Lyle and John, they just started ticking off all of Rep firm wins $700M assignment; New World exec shifts seen the global ventures NBC is into and broadening role of NBC's station group SPOT TELEVISION / By Michael Freeman within the network, it just became this Fox Television Stations last week award- Cox Communications, will lose KRIV in Hous- compelling opportunity," said Cheat - ed Petry Media Corp. ad sales repre- ton. Katz Media's Seltel loses KDVR in Denver. wood, who will join WMAQ on Feb. 10. sentation for its just -expanded 22 -mar- Competitors suggested that Petry may have "Chicago is just one of those historically ket station group. The 12 Fox -ownedtaken a 1 percent cut in commissions, to a rate strong news markets. I would kind of stations represent some $500 million of 4.5-5.5 percent, to seal a deal with Fox. That have to equate this to being a ballplayer in annual billings; the addition of the extra point could bring $7 million to $10 million who gets to play in Yankee Stadium." 10 former New World Communications stations to Fox's coffers, competing rep firms said. Petry By leaving WHDH in Boston, Cheat - account for another $200 million in billings, ceo Tom Burchill declined to comment. wood ends a nine-year association with according to Petry estimates. To jump-start the dedicated Fox sales unit, Sunbeam Television Corp., where he most In other moves related to the recently com- Petry is moving over Bill Shaw, a 17 -year com- recently served as senior vp of Sunbeam pleted Fox-New World merger, two key New pany veteran and president of national sales, to Productions and head of local news oper- World executives are said to be serve as president and ceo. ations at the NBC affiliate. taking on new responsibilities at While Petry already reps sta- During his time Fox. According to New World tions in 17 markets where it is at WHDH, the sources, Lou Latorre, executive picking up Fox business, Burchill Boston station's 11- vp of marketing at New World said Petry has demonstrated its 11:35 p.m. newscast Sales & Marketing, will become ability to represent competing moved out of sec- a top-level cable sales executive stations via the company's own- ond -place position a for Fox's fX network and its Fox ership of Blair Television. "Petry year ago to a top- Sports Net regional sports chan- and Blair have represented sta- ranking 11.2 rat - nels. Rich Goldfarb, NWS&M tions in the same markets for the in 24 share avera e v i of s ndication ad sales will last few years, and we [are] fully Cheatwood: in the November take a top sales position at FoxBurchill buys New competitive," Burchill said. Goin' to 1995 sweeps. "When Kids Net Worldwide, sourcesWorld's sales unit One major element of the Chicago I got to WHDH, said. Latorre and Goldfarb could new Fox unit at Petry is national everyone there not be reached for comment. spot sales for sports programming. Fox is look- thought I was going to do a Miami In the deal with Fox, Petry acquired New ing toward strong revenue gains from its O&Os Vice-style newscast," Cheatwood recalls World Sales & Marketing, New World's in- to help finance a renewal of its NFL football with a chuckle. "But what we made was house sales arm, for an undisclosed price. rights (Mediaweek, Jan. 27). Jim Burke, execu- every conscious effort to bring New Eng- A big loser from the deal is TeleRep, which tive vp of sales and marketing for Fox Television land viewers a regional newscast of local has repped Fox O&Os in Washington, D.C.; Stations, said that "a sports marketing team has interest to them, and I think our success Memphis; Greensboro, N.C.; Birmingham, Ala.; been top priority" since the acquisition of the is reflected in the ratings." Cheatwood is and Austin, Texas. TeleRep's parent company, New World stations was announced last July. perhaps best known for his two stints as head of news operations at Sunbeam flagship WSVN in Miami (1991-94, 1988-90), where the Fox affiliate's nine hours of daily news programming typically domi- Many Earmark Disney Books nate the ratings. -Michael Freeman Most big publishers are believed to have an interest in print units Showtime, USPS Plan Movie MEDIA COMPANIES / By Jeff Gremillion and Anya Sacharow About Postal Inspectors The flurry of industry speculation sur- otherdailies),FairchildPublications(1K Los Angeles-based Harmony Enter- rounding the recently announcedWomen's Wear Daily and 12 other trade tainment, headed by former ad agency for -sale status of most of Disney's books), Chilton Publications(Cablevision, exec Warren Weideman, plans to put its print assets is escalating. VirtuallyMultichannel News and 43 other trade jour- first TV movie into production within every major publisher of consumer nals), a farm -business group, a medical -busi- the next few months. The project, called magazines or trade books or newspa- ness group, Institutional Investor and Los The Inspectors, is the result of an pers is considered a potential buyer of some orAngeles are all on the block. alliance Weideman forged between all of the assets, valued at about $2.5 billion. Just the Star -Telegram and the Star pa- Showtime and the U.S. Postal Service. Analysts estimate the division's cash flow atpers, both market leaders with solid circula- The two-hour film will be based on about $200 million. tion and financial stability, could fetch $1 bil- (continued on page 8) Severaldaily newspapers(FortWorth lion, according to Morton Research's John Star -Telegram, Kansas City Star and eightMorton. According to the latest numbers Witi4,446 1-784E

Five successful seasons have made TNBC a proven vehicle when it comes to teens. What's more, we reach teen viewers on Saturday - their favorite shopping day. And next year, our lineup of specially developed, FCC -qualifying, live -action programming gets even better when a soon -to -be -announced new show joins teen favorites Saved by the Bell: The New Class and Hang lime. With $109 billion in purchase power,* the teen market isn't kid stuff. So spend some time where one of America's most important consumer groups is spending theirs. TNBC. Ilia: 1-1)Wi Pl8n for Your 1)4811(1 To learn more about how TNBC delivers targeted teen viewers, call NBC Marketing at (2121664-4881. "Source: Teenage Research Unlimited 1995 PAGE 8 http://www.mediaweek.com February 3, 1997 MEDIAWEEK

MEDIA WIRE from ABC, circulation for the Star is 279,305 strong. "We have very solid backing." daily and 416,812 Sunday; the Star -Telegram Major trade publishing companies, includ- is 221,860 daily and 337,525 Sunday. ingAdvancestar and Mediaweekparent postal inspectors, the service's law - Just how Disney will divvy up the properties VNU, are said to be in the running. enforcement officers, who have been is unknown. Only a handful of companies- Besides Advance,thebig -leaguecon- responsible for nabbing criminal sus- including Hearst, Conde Nast tenders for the papers include pects ranging from Michael Milken to parent Advance Publications Newhouse is consid-almost every major newspa- Theodore Kaczynski. and K-III-are said to be con- per company , including Gan- "The U.S. Postal Service needs to sidering buying everything. A ering buying the total nett,Knight-Ridder, Times combat a lot of negative publicity and Conde Nast source close to Mirror and Hearst. find a strong marketing partner," said Advance chairman S.I. New- package. "Si has been On the magazine side, the Weideman. "And Showtime needs sub- house said that Newhouse is prize wouldappeartobe scribers and quality programming." seriouslyconsidering buyingbehind closed doors forFairchild's W The fate of For The Inspectors, promotional the total package and then sell- Fairchild's new title Jane, Jane materials will be placed in the country's ing off incompatible chunks, two days," said a Pratt's young women's book 40,000 post offices, with a direct mailer such as the Chilton group. "S.I. set to launch this fall, is yet going to every U.S. household. A postal has been behind closed doors Conde Nast source. another question mark in the cancellation stamp also will hype the for two days," said the source. Disney sale. "We're absolutely movie and Showtime, which lags behind Meigher Communications (Garden De- moving forward," said an optimistic Pratt, de- competitor HBO in the premium movie sign, Saveur) has emerged as the most public clining to comment further. The Disney mag- channel world. -T. L. Stanley of interested parties, seeking particularly the azines that existed before the company bought Fairchild group. "[Chairman and ceo] ChrisCapCities/ABC-Fami47 Fun, Disney Adven- Nielsen Says Cyberviewers Meigher has put together a considerable wartures, Family PC and Discover-are not in- chest," said publishing director Joe Arm- cluded in the package. Are Less Apt to Watch TV According to Nielsen Media Research data released last week, households sub- scribing to America Online watch 15 percent less television than the national aver- Affiliates Feel Lost in Space age. However, the study, which polled 5,244 households out of which 262 were ABC goes to court to stop DBS from importing network signals AOL subscribers, did not conclude that SATELLITE TV /By Claude Brodesser those people were watching less television because they were spending more time The broadcast networks are making a statutory requirements that DBS providers on-line. According to Myer Berlow, federal case of satellite dish customers give monthly reports to networks of newly senior vp of advertising sales at AOL Net- who receive their programming from signed DBS customers. works, the point of the survey was not out -of -market stations illegally and at ABC contends that PrimeTime 24 has causality, but to show the TV viewing considerable expense to local affili- been beaming either Seattle's ABC affiliate, habits of AOL households. The next sur- ates. In a lawsuit filed last week in KOMO-TV, or New York's WABC-TV into vey will, however, address why TV viewer- U.S. District Court in North Carolina, ABC local markets since 1989. ship is down. "When things look reason- accuses PrimeTime 24, the largest satellite Under the 1988 Satellite Home Viewer able," Berlow added, "the data prove provider of network signals, with copyright in- Act, satellite companies are permitted to offer them out." -Anya Sacharow fringement. The case is the latest salvo in a con- network signals, which are picked up from tinuing battle that has pit the networks and their affiliated stations in a given market, in return WEAN, N.Y., Still Tops affiliates against the DBS industry in several for royalties. But the law restricted transmis- forums, including the Federal Communications sion to "unserved households" that could not List of Top Radio Billings Commission. At the FCC, the networks have get strong signals via rooftop antennae or sim- According to a recent B1A Research filed thousands of challenges to the affidavits ilar devices. But satellite customers often pre- study, WFAN-AM, New York, was the signed by purchasers of satellite dishes who fer to get the clarity of digital network prime - nation's top -billing radio station in 1996, claim their local TV reception is inadequate. time pictures than their local news broadcasts. with estimated revenue of $45.2 million. The case centers on WTVD-TV in Dur- Responding to the lawsuit, PrimeTime 24 According to the study, "The Fan" was ham, N.C., an ABC owned -and -operated sta- contends that "about 40,000" subscribers have also 1995's top -billing station. Other top tion. The network claims WTVD-TV has problems receiving the Grade B signals that stations included WGN-AM, Chicago been injured by PrimeTime 24's "willful or many affiliatestransmit, and thesatellite (No. 2) with billings of $37.9 million; repeated transmissions within station provider says it is "standing up for these con- KGO-AM, San Francisco (No. 3), with WTVD's local market." The network asks sumers," said PrimeTime chairman Sid Ami- $33 million; WINS -AM, New York (No. the court to permanently enjoin PrimeTimera. "If the issue is ad dollars here, lost eye- 4), with $31.6 million; and KRTH-FM, 24 "from further infringement of plaintiff's balls...we had an on -table offer to compensate Los Angeles (No. 5), which took in $31 copyright" of ABC TV's network program-the stations for any ineligible recipients of million in 1996. -Mark Hudis ming. It also asks for unspecified damages broadcasts, based ontheir rate cards. They

and that PrimeTime 24 further comply with refused that outright." The PGA TOUR Means Business.

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National® 171t Egergizet The Right Image In evaluating any relationship, itis important to consider what impact the other party can have on yourbrand's equity.

The PGA TOUR has become Spectator Research* It's no coincidence that many of possibly the most highly "Yo Favorable Responses regarded organization in all of the leading corporations in the sports. What separates the Overall Opinion PGA TOUR a 95% PGA TOUR from other sports is world have invested in a rela- the positive image of its players View Players as Role Models 91% and competitions. The integrity tionship with the PGA TOUR. and sportsmanship of the Event Enhances Commuld 85% players and the TOUR's com- Why? Because in a nutshell, the mitment to charity, have given Supporting Charitabl 5- 93% professional golf a unique *Source: Irwin Research PGA TOUR has helped these position in sports. Linking with the PGA TOUR can elevate companies build their brands and the prestige of your brand. drive their business. Essentially, In 1996, PGA TOUR marketing boils down to tournaments contributed more than$35million to building a strong positioning charity. The cumulative contributions now exceed and image, effectively reaching $300 million, benefiting thousands of organizations.

The Right Audience your target audience, stimulating The PGA TOUR reaches highly educated, affluent consumers and business decision makers. These consumers are heavy users of not only premium trial and rewarding loyalty. brands and services, but virtually all branded products-simply put, they buy more stuff. Also, they are more brand loyal and less likely to price The PGA TOUR, which also shop or buy generic and bargain brands. includes the Senior PGA TOUR Profile of Golf Television Viewers* (Index vs. U.S. Average) and NIKE TOUR, has the image Upscale Demographics Heavy Purchasers of Branded Products and the tools to help you Index Income $5ok+ 140 Index Own any credit/charge card 147 achieve your objectives. Income $1ook+ 241 Have home equity loan 196 Own PC Investments $50k-1- 312 126 Own luxury car 155 Own cellular phone 132 Decision Makers/Influencers TOUR Own computer software 133 Index Presidents/CEO/VP 208 Travel on airline 177 Shop at hardware store 145 College Graduate 142 Use aftershave/cologne, etc.156

*Source: Mediamark Research Inc. (MRI) Surprisingly Broad Reach The PGA TOUR reaches a broad audience. In 1996, 126 events were PGA TOUR Annual Reach* contested in 87 markets, reaching virtually every major market in the United States TOUR events received more than 600 hours of broadcast Frequency Total U.S. television by virtually every major television network and sports cable of ViewingHousehold Reach station. A Nielsen study indicated that in a 12 -month period, 69% of Any 69.2% U.S. households tuned into a PGA TOUR broadcast, with 25% of house- Any 5 holds viewing on at least io occasions. So, the PGA TOUR audience has both breadth and depth, providing tremendous flexibility for a Any io+ company to tailor a media package to meet its needs. *Source: Nielsen 4k NBCa'E=r1 SPORTS 511,02 USA pal THE GOLF CHANNEL' NETWORK

Global In Scope

The PGA TOUR has become increasingly international in scope. The best players from throughout the world, currently 41 out of the top 5o in the Sony World Rankings, are members of the PGA TOUR, and even the other nine compete regularly in TOUR events. TOUR broadcasts are distributed to more than 25o million households in over 140 countries. Further, there are an increasing number of international events, such as the Presidents Cup and Andersen Consulting World Championship of Golf, with more to come. If the world is your market, the PGA TOUR can help you reach it.

CORE GOLF AUDIENCE Future Customers* Population Age Change by 2000 18-34 -8 Million 35-44 +6 Million 45-54 +12 Million 55-64 +3 Million Strong Platform for Future Growth Future Spending Power* Spending With the foundation of a rock solid image and a plenitude of young stars, Age Change by 2000 the TOUR is strongly positioned for future growth. Golf should experience 18-34 -$40 Billion continued growth as baby boomers move into their peak golfing years. Beyond this, the impact of Tiger Woods and TOUR -planned initiatives will 35-44 4-$135 Billion increase the diversity and scope of the golf audience. 45-54 4-$150 Billion 55-64

*Source: Age Wave Partnerships that Build Business

The PGA TOUR offers various opportunities for involvement, including title Here's What our Corporate sponsorship of events, corporate licensee relationships and retail licenses. Partners Have to Say We have developed long-standing relationships with many of the elite companies in the world. Each of these opportunities can be tailored to maximize the impact of a company's involvement and meet its needs. MartinL. Walsh Marketing Services Manager Title Sponsorship Corporate Licensee Retail Licensee Cadillac Motor Car Division A company/brand is the title A company/brand is an The PGA TOUR is in the sponsor and integral part of official PGA TOUR corporate early stages of its retail a TOUR event, such as the partner with category exclusive licensing program, with a "Our umbrella sponsorship of Buick Classic, Kemper Open rights, with the relationship clear focus on quality over the Senior PGA TOUR provides or Shell Houston Open. Title often built around a center- quantity. A retail licensee can an excellent opportunity to sponsors receive a comprehen- piece program, such as the utilize the PGA TOUR marks reach our target audience sive, integrated marketing IBM Scoring System. These to broaden its merchandise package. While the focal point relationships are year-round selection and increase sales through national advertising is the week of the event, the and custom tailored to meet with an association with on ESPN-televised Cadillac company receives year-round each company's needs. the leading brand in golf. Series events as well as the benefits. local level with Cadillac dealer promotions and on -site Cadillac displays." marmites chuopionships -7 LEHMAN -13 JONES -7 WOODE; -12 LOUE Charles80R0s -6 M. Anthony Burns Schwab130YDOS -8 PAVIN -6 COUPLES -8 FURYK -6 President. Chairman. CEO Ryder Systems Inc. "We think our involvement in the Doral Ryder Open is one of -if not the best -dollars we spend on the company." Benefits that Work John Clendenin The elements below provide only a partial list of the benefits the above Chairman and CEO relationships can deliver. BellSouth Build Awareness Build Relationships Build trial/loyalty Extensive national and Effective tools to build Sales, promotion and char- "BellSouth's sponsorship of a international exposure and relationships with key itable tie-in opportunities PGA TOUR event offers a advertising opportunities customers/clients/prospects, to reach consumers directly unique marketing opportunity across a variety of media such as: such as: to strengthen our customer vehicles such as: Pro -am positions Michelob can promotion Live television programming VIP hospitality Bayer "Strokes against relationships...and also gives us Special television shows Tournament Players Club Strokes" an opportunity to contribute to, Print publications (TPC) membership Cadillac Days and strengthen, our community." News coverage Tickets MasterCard "Best of On -site signage/advertising the Best"

INSIDE PGA

3 TOURPGA

PGA TOUR Marketing loo TPC Boulevard Ponte Vedra Beach, Florida 32082 the OFFICIAL site of the PGA TOUR 1 800 556 5400 MEDIAWEEK February 3, 1997 http://www.mediaweek.com PAGE 9

Eisner, Frank Link With E! TV STATIONS Two Granite Broadcastingstations are Disney chief former lieutenant partner for TW's stake in channel attracting high-tech advertisers via an CABLE NETWORKS /By Michael Bargi Internet project. In a joint venture with CareerMosaic, a leading employment site The transfer of majority ownership of subscribers, opt to sell out at some point, E! on the Web, Granite's KNTV in San E! Entertainment Television fromwill not lose any distribution. E! president/ceo Jose, Calif., and KEYE in Austin, Texas, Time Warner to a partnership be- Lee Masters said last week that all the cable recently conducted "job fair" promotions. tween Comcast Corp. and Walt Dis- operators, including Time Warner, are oblig- Bruce Skillings, executive vp/Western ney Co. will reunite Disney chair- ated to continue carrying the network for the region, Bernard Hodes Advertising, the man Michael Eisner and former next five years. New York agency that owns Career - Disney executive Rich Frank, chairman/ceo E!'s programming may be tinkered with, Mosaic, says the Granite station-linked of Comcast's programming arm. Frank particularly the channel's move into the off - sites saw 135,000 average daily hits dur- worked under Eisner for a decade in Disney's network business over the last year with reruns ing the 10 -day promotion period. "We television division and rose to chairman of of Melrose Place and The Love Boat. Comcast have finally been able to tap into the Walt Disney Television and Telecommu- is eager to become a player tremendous reach and frequency of nications before joining C3 (Comcast in the original -programming broadcast to drive people to the data- and Content & Communications) in 1995. business. E!'s original fare resource -rich interactivity of Career - The two executives are said to have part- currently includes Talk Soup Mosaic," says Stewart Park, president ed on good terms and are looking for- and The Howard Stem Show. and gm of ABC affiliate KNTV. The ward to being in business together again. Comcast also may tap E!'s link with CareerMosaic has enabled Comcast and Disney on Feb. 6 are talent roster to help move KNTV and KEYE to sell local high-tech expected to complete a deal to assume a product on Comcast's other companies including Intel, National 68.8 percent stake in E!, with Disney'sAl majority -owned cable net - Semiconductor, Lockeed Martin and funding. Time Warner will receive $321 mil- Frank of C3 work, QVC. Rockwell International combined buys of lion in cash by selling its 58.4 percent stake intunes in E! E! could also end up serv- TV spots and employment banners on E!, which places a total value of $550 million ing Disney's ABC network as CareerMosaic's site. Both stations have on the entertainment news and information a sort of programming petri dish, on which the begun a second 10 -day promotion. cable service. Comcast, which already owned broadcaster could test new shows. E! also may Dennis Upah, gm of CBS affiliate 10.4 percent of E!, is to pay Disney backfeed ABC stations with entertainment news KEYE, says that the broadcast/Internet enough to gain 51 percent control of the jointproduct; the service currently feeds news sto- service could take a bite out of print clas- stake. Comcast, led by Frank, will oversee the ries to NBC affiliates around the country. sifieds that competing daily newspapers channel's operations. Masters will be getting a new boss in are selling to the same advertisers. "I E!'s three other minority owners-Conti- Frank. Four Time Warner executives will can't imagine how much it would cost nental Cablevision, Cox Communications and vacatetheirseats on E!'s board-their them for lineage in the newspapers that Liberty Media, which collectively control thereplacements are expected to include Frank; offer a fraction of our combined reach," remaining 31.2 percent of the network-are Bob Crestani, C3 president; and Gerry Lay - Upah says. CareerMosaic's Skillings adds expected to retain their stakes. Even if those bourne, president of the Disney/ABC Cable that he is close to signing two other

partners, which control some 22 million cable Networks group. California stations to similar deals.

Addenda:Jack Sander, president and gm of New World's WAGA in Atlanta, has been named executive vp of Belo WNET Pledges Big '97-'98 Television Station Group. Sander's departure comes as Fox assumes owner- Top PBS programmer to nearly triple original output next season ship of the New World group. Sander, who will report to Belo group president PUBLIC TELEVISION /By T.L. Stanley James Moroney, will help oversee a WNET, one of the major pro- hours of programming, nearly tripling its output group that will grow to 16 stations fol- gramming providers for public from the current season. "We've reorganized our lowing the acquisition of Providence TV, plans to spend more than production department, and a lot of effort is Journal Broadcasting's nine properties... $50 million on new episodes of going into developing new ideas," says Bill Bak- Diana Vargas, vp/general sales manager existing shows and a slate of er, president of Thirteen/WNET. of KTTV in Los Angeles, has been pro- new series and specials for the The flurry of activity follows a self-imposed motecl to vp/gm of the Fox station... '97-'98 season. The New York-based station will slowdown in production several years ago. Much Tribune Broadcasting has promoted Pam roll out 16 new projects over the next year forof WNET's production was handled in-house, Pearson, creative services director for national public TV Several series will be aimed and many of the projects lost money. Baker WGN in Chicago, to station manager of at broadening the traditional PBS audience. wanted the station to rethink its strategy. KTLA in L.A. -By Michael Freeman For the '97-'98 season, WNET plans 87 First, the station set a goal of raising $65 mil - PAGE 10 http://www.mediaweek.com February 3, 1997 MEDIAWEEK

TV PRODUCTION lion for programming and education efforts. weather and natural disasters; Stephen Hawk- Baker says WNET expects to hit the target in ing's Universe, a coproduction with the BBC; and the next six months. Second, the station opened American Visions, produced with Time Inc. Production will begin in Aprilon Night its arms wide to independent producers, who will While the commercial broadcast networks Man, the Tribune Entertainment series be responsible for most of the new projects. are steadily losing audience share to cable, public for which stuntman -turned -actor Matt Baker also brought in Ward Chamberlin, for- TV has maintained an average 4 share national- McColm has been cast as the star. The mer president of public TV station WETA in ly for several seasons. As a result, Chamberlin syndicated show, an international copro- Washington, D.C., and a veteran of WNET's says, corporate America has been receptive to duction between Tribune, TF1 Inter- early days, to lead the development. Chamberlin sponsoring WNET's projects. The Lilly Endow- national, Village Roadshow Pictures and recruited WETA exec Tammy Robinson as vp ment is fully financing the upcoming Religion Larson Entertainment, has been sold in of national programming. The two executives Newsweekly, described as the first TV newsmag 80 percent of the U.S. and is set for a fall have spent the past two years developing ideas about religion and ethics, with $5 million, one of premiere. McColm has done stunt work for shows and searching for funding. New pro- the largest gifts ever to a public TV series. in Terminator 2, Hard to Kill and Marked jects include Going Places, a trawl series starring "We seem to be moving to a better time for for Death. His TV credits include Knight NBC's Al Roker that premiered last month to public TV," Chamberlin says. "Companies are Rider and Baywatch. In Night Man, based strong ratings. For fall, WNET's offerings will appreciating [our] uncluttered environment and

on a Marvel Comics property, McColm include Savage Earth, a four-part special on the audience we reach." will star as a superhero who lives in San Francisco at the beginning of the 21st century. Producers will shoot 22 episodes.

April Winchell'sbiting radio commercials 'Hot Shot -ter Gets Serious for Glendale Federal Bank have earned her a cult following throughout Cali- Movie comedy vet takes on doctors in ABC sweeps TV movie fornia. And she counts Roseanne among TV PROGRAMMING / By T.L. Stanley her fans. Wmchell, who writes and stars in the radio campaign that pokes fun at Jim Abrahams, director of some of the much of First Do No Harm focuses on the diet big, impersonal banks, caught the sitcom most successful movie comedy fran- and its effectiveness, the movie also jabs at the queen's attention through spots airing in chises of the last 15 years, has tackled medical community for withholding informa- Los Angeles. Roseanne was so impressed a decidedly more serious topic for the tion on the diet in favor of prescribing drugs by Winchell's caustic humor that she ABC movie on Feb. 16-pediatric and surgery to treat epilepsy. offered her a job. Winchell started last epilepsy. First Do No Harm, starring The movie's title comes from the Hippocrat- month as a writer on Roseanne, which Meryl Streep in one of her rare TV projects, was ic oath taken by doctors. Streep's character, des- will end its nine-year run on ABC in May. inspired in part by Abrahams' son, Charlie, who perate as her son's condition degenerates, finds So, despite her good fortune, Winchell was diagnosed with epilepsy as an infant. out about the ketogenic diet through research. will keep her "day" job; in fact, she has After medications and brain surgery failed "The broader message is, you have to take four new spots set to air this spring. to correct his problem, Charlie was placed on a charge of your medical destiny," says Abra- ketogenic diet, a controversial high -fat regimen hams, who directed the movie and produced it Maria Grasso,a five-year veteran of that is discounted by some with Streep, Michael Jaffe Universal Television, has been promoted doctors as an unscientific and Howard Braustein. to senior vp of comedy development. treatmentforepilepsy. "We found the project Under her tenure, sitcoms including Some- Four -year -old Charlie so compelling and power- thing So Right, Mr: Rhodes and Partners Abrahams is now seizure - ful," says Barbara Lieber- have been developed. She continues to free. He has a small role in man, ABC senior vp of report to Universal TV chief Tom Thayer. the TV movie, as do a motion pictures for televi- number of adults who have sion and miniseries. "It's Alliance Communicationsof Toronto successfully treated epilep- not just Jim's story, but one has restarted production of Due South, sy with the diet. that resonates with many the drama that ran on CBS for less than "I wanted to share the people. It's a story of em- two seasons. The series, which follows a information my family has Abrahams on the set of Harm powerment and hope." Royal Canadian Mountie who is trans- learned with the broadest ABC requested that the planted to Chicago, was revived with possible audience," says Abrahams, who with film document adverse reactions caused by financial help from Telefilm Canada, the Jerry and David Zucker directedAirp/ane!, The drugs prescribed to epileptic children. But Canadian government and British, Naked Gun series and two Hot Shots! comedies. Abrahams says the network did not ask him to French and German production part- "It's such a different kind of project than any- soften unsympathetic portrayals of some med- ners. It will appear on Canadian TV and thing I've ever done before. For the comedies, I ical professionals. "I went into the whole situa- on stations throughout Europe. Talks are keep shooting until I laugh. For this movie, I tion with my fists up, ready for a fight," Abra- in the works for domestic distribution in kept shooting 'til I cried." hams says. "And there was none." the U.S., either on cable or through syn- Abrahams learned about the ketogenic diet Abrahams is donating his fees to The Char- dication. -XL. Stanley through research and from other families lie Foundation, which he set up as a resource for whose children suffer from epilepsy. Whileresearch and for families with epileptic kids. A There are 4.9 million consumers*in Americo who can recognize the cirence.

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FORUM Should magazine writers be free to express their own opinions when they appear as expert commentators on television? MEDUWEEK

Editor -in -Chief: Craig Reiss Lee Rainie they'd use when saying something in Editorial Director Eric Garland Managing Editor print, that's fine. It's good for a maga- Editor: William F. Gloede 'U.S. News & World Report' zine to have spokespeople who artic- Executive Editor: Brian Moran "There's been a bit of policy confusion ulate a point of view. That's a positive Managing Editor: Anne Torpey-Kemph WashingtonBureau Chief: Alicia Mundy here, but our new editor [James thing. But they have to maintain jour- Editors -at -large : Betsy Sharkey, Cheryl Heuton Fallows] has made it very clear that it's nalistic standards, and good maga- Senior Editors: Michael Bilrgi, Scotty Dupree, a good thing that reporters and editors zine journalism is about marshalling Michael Freeman, Cathy Taylor facts in defense of an opinion. In the Soder Writer:T.L. Stanley are out in other forums. It's good for Reporters: Claude Brodesser, Jeff Gremillion, the magazine and it's good for them to hands of a good writer, you obviously Mark Hudis, Anya Sacharow be recognized as experts in their fields. get a point of view. You can agree or Media Person: Lewis Grassberger That said, our guidelines say that disagree, but you feel they've done a Design Director: Blake Taylor Managing Art Director: Trish Gog-arty reporters who do go on television fair job with the facts. And who is Art Director: Joseph Toscano should not be opinion-mongers. better informed than a reporter who PhotoEditor: Kim Sullivan They're there to be analysts. Instead of has spent time investigating a partic- Assistant Photo Editor: Francine Romeo offering personal opin- ular subject?" Circulation Director: Christopher Wessel Assistant Circulation Mgr. Audrey Numa ions about whether a Mediaweek Online: ',Iles ctisiiimer Support Mgr: Bryan Gottlieb 1 piece of legislation "I see absolutely Gregory Curtis Editor, 'Texas Monthly' Publisher: should pass or not, they Michael E. Parker

should instead discuss nothing wrong "There could be some DISPLAY SALES: NEW YORK: how that piece of legisla- problem if somehow Advertising Director: Wright Ferguson, Jr. tion will fare, why its fate with [reporters the lure of television Account Managers: Linda D'Adamo, Stephen T. Connolly, Bryan seems to be tipping one were strong and caused I . KristinaK. Santafemia, Jody Siano, Jeffrey S. Whitmore; SOUTHWEST:Peter Lachapelle, Blair HechtCHICAGO: way or another. But offering opinions]. a reporter to change Peter Lachapelle, Chris Moore; BOSTON: Ron Kolgraf; LOS ANGELES: they're not to offer per- their reporting to get on Ami Brophy, Nancy Gerloff: CLASSIHEO: Publisher: Harold sonal opinion or subjec- It's one of the television-that is, make Itzkowitz; Sales Mgrs: Julie Azous, Wendy Brandariz, M. Morris, Jonathan Neschis, Karen Sharkey; Reps: Robert Cohen, Sarah tive commentary." something more sensa- Coldish: Sales Asst: Michele Golden things that [makes] tional or controversial Marketing Services Manager: Chris Heyen Rick Kirkland than it is, so you'd have Special Events Manager .Mexandra Scott -Hansen Deputy Managing Editor journalism great." something for televi- Promotion Coordinator: Matt Pollock Dir. of Manufacturing Operations: Jim Contessa `Fortune' sion. But if a good Production Director: Louis Seeger "I don't have a problem Art Cooper reporter goes on TV Pre -Press Production Mgr: Adeline Cippoletti with [reporters offering Editor -in -Chief and offers an opinion, Production Mgr: I i.c Echevarrieta Production Assistant: Matthew J. Karl opinions] because I don't `GQ' I'm not sure I have a PR -Press Assistant: Ed Reynolds believe there's such a problem with that." Scanner Operator: Dock Cope thing as complete objec- Deputy Editor/Business Affairs: John J. O'Connor tivity in this business. I think there's Bob Guccione Jr. Vice President/Executive Editor: accuracy and I think there's fairness, Mho,- & Publisher, 'Spin' Anthrax Jalle but the objective of the business we're "Reporters are usually among the Vice President/Creative Director: in is to offer a take on a story or trend. more thoughtful commentators. They, VAihllt hiss rence Vice President/Marketing: The end result is ultimately subjective, unlike most people on TV, have done \tan lieth John,t,,n an opinion based on reporting and some investigative reporting and have Senior Vice President/Marketing: editing. We definitely make judgement some facts. Of course, they're subject Kenneth Nlark, Senior Vice President/Sales and Marketing: calls at our magazine. That said, I do to cross-examination-they can't just Michael E. Parker have a problem if one of our writers make things up. Really, journalism is Executive V.RiEditopinChiet goes on TV and talks about politics if never 100 percent objective. Your Craig Reiss President: they've never covered politics-that's choice of words slants how someone Mark A. Dacey cocktail -party conversation. But if they will perceive what you've said. The talk about a subject they have covered spontaneity of TV forces people to Chairman: .101 -in C. Thomas, Jr.. Chairman/Exec Comm n Pendleton Tudor

and have some knowledge of,I have answer more truthfully. In fact, it's easi- BPI COMMUNICATIONS

absolutely no problem with that." er to slant people's opinions in print Chairman. (herald SI 'otitis than on television." President Er Chid Executive Office, John Babcock, Jr. James Meigs Executive Ike Presidents: Robert J. Dowling. Mania R. Feely. Howard Lander Editor -in -Chief, 'Premiere' Mediaweek welcomes letters to the editor. Address all correspondence to Editor, Mediaweek, 1515 Sr. Vice Presidents: Georgina Challis, Paul Curran Mark A Davey, "If reporters regard any statement Broadway, New York, NY 10036 or fax to 212-536- Anne Haire, Resale, Lovett they make on the air with the same 6594 or e-mail to [email protected]. All letters Vice Presidents: Glenn Hefferman Kenneth Fadner (ASM) are subject to editing. kind of caution and professionalism fr There are 4.9 who can find two roads in every word. ilion consumers*in Americo expe th /C8rLdTM Tbc hot -k,times ,), iuic 411111111111. PAGE 14 http://www.mediaweek.com February 3, 1997 MEDIAWEEK

HOLLYWOOD Betsy Shathicey Movies WithaBackbeat There is a moment in the Though it was not the first in what has become almost Lindy BeKoven's NBCmovieHerLast a highly stylized movie/series targeted to younger audi- Chance when Kellie Martin,ences and driven in part by alternative music, Her Last who plays a teenager trying Chance turned in some of the best ratings the network made -for -TV movies to deal with her drug and had seen on Monday nights. It won the time period with alcohol abuse, has had a a 13.6 rating/22 share in households. More important, it heartbreaking argument also won the dicey demos game, pulling in more 18-49 on NBC speak to with her still -drug -addicted viewers than the competition did. Finally, it brought in boyfriend. The scene takes place in a Sunset Strip club, a new audience: female viewers 12-24 who rarely show and layered over the silences, cigarette smoke and angry up for made -for -TV movies. young people in words is an R.E.M. song, Everybody Hurts. It feels When DeKoven joined the network in the spring of real-the scene, the song, the smoke, the fight. '93, there was nothing "Must See" about what was That any of those elements even existed in a net- being done with its movies and miniseries. In fact, she their own language work made -for -television movie was unusual. In the found the cupboard virtually bare. On the miniseries movie -of -the -week world at that time, stories still tend- side, she made the decision almost immediately to put ed to be built around women in their 30s and 40s, an age Gulliver's Travels into development. That bet paid off handsomely when the miniseries aired last year. "I'dbeen hereaboutsix weeks," DeKoven recalls. "One of the producers I wanted to be in business with was Robert Halmi [who heads the prolific Hallmark Entertainment]. He came in with a laundry list of things." On the list was Gulliver's Travels. "On the spot,Isaid, okay-production order, and then I threw up outside the office. We had no script, no Ted Danson. But it was a risk I thought we had to take." Gulliver's was a ratings smash, averaging more than 30 million viewers per night and generating an equal measure ofcritical acclaim. In just two weeks, another DeKoven long -form event will hit: the $19 million Asteroid, the ideaforwhichoccurredto DeKoven when she heard a story about an asteroid colliding with Jupiter. She wondered what would happen if an asteroid hit Earth. We'll know on Feb. 16. Another Halmi production, Homer's DeKoven has made the Odyssey, is NBC's big bet for the that more closely parallels the 34-54moribund made -for genre May sweeps. core audience for the genre. 'Must See TV' at NBC But while the big -event minis- Her Last Chance aired last spring eries get the attention, DeKoven nearly three years to the day after Lindy DeKoven has to make roughly 50 original movies a year work for joined the network to head up NBC's movie and minis- NBC. And it is in some of the weekly made -for movies eries operation. The movie represented something of athat she has broken significant new ground. turning point, a validation of a strategy devised and nur- "At NBC we're very focused on the 18-49 demo- tured by DeKoven since she first arrived at NBC. graphic, so when I came here I wanted to see who that Ink

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HOLLYWOOD

was," she says. The latest issues of YM and Seventeen in "What we decided to do are movies about the daugh- her office are testament to that, along with her love ofter, about the person who was raped and what can she do MTV's Real World series. "It really started with the fact and how does she deal with it," says DeKoven. "It starts that we had a very strong Thursday night and a strong off with, here's my problem, here's my situation, and by promotional base. We looked carefully at who the audi- the end of two hours how have I resolved this issue. The ence was and how we could drive that audience to the mother becomes the supporting role." movies on Sunday and Monday. How could we execute The first movie in this stream was A Friend to Die For; costarring Kellie Martin and Tori Spelling, which aired in September 1994. It was the story "Producers started coming in with rough cuts and they're putting of a cheerleader who murdered another cheerleader in San Francisco that was told from the kids' point of view. "It was the first to really Madonna on and we're in there dancing during the screenings." change the way we did television movies," DeKoven says. "The response to it was over- these movies differently so that audience will come." whelming and we thought we were on to something. We DeKoven wanted to change the look of the movies, think there's another audience that's underserved." the way they were executed and the stories they told and Everyone in TV knows that audience is hard to reach. somehow manage it without alienating that core 34 -to -49 There's a reason. They don't buy into mainstream enter- viewer in the process. "The traditional television movie tainment, and they don't necessarily relate to things was about a mother and a daughter," says DeKoven, who Hollywood thinks they should. They are, however, elaborated by laying out a typical premise: "My daugh-obsessed with music. DeKoven decided to seize upon that ter's been raped, what am I going to do. I'm going to obsession. She began experimenting with the use of alter- change the law and make it safe for my daughter." native rock music in She Fought Alone, which aired dur- DeKoven, who began her career in television as a sec- ing the '95 November sweeps. Produced by Bonnie retary at CBS before becoming an independent produc- Raskin, whom DeKoven brought on as an executive pro- er, decided she had to change the point of view if she ducer at NBC Studios soon after she joined NBC, the were ever to appeal to a younger demographic. movie used a couple of songs by Blues Traveler.

With all the talk about kids program- sample either. Last year about 23 mil- Offitzer are staging the show as ming-from the FCC to public -policy lion kids weighed in with an opinion a blend of awards, musical acts groups to the networks-it won't during the voting period. This year and segments that will involve been just the under -18 set tuning in to Nick- the cable network, which has been a the 6,000 kids who attend the elodeon's 10th annual Kids' Choice Awards, leader in redefining what kids see show and those in the which is set to be telecast live from Los on television, will solicit kids' viewing audience choices through on -air cam- through on-line chats. paigns, on-line through Nick's That's all great for America Online Web site, the kids, but there will be with balloting at McDonald's and Kids get their more than a few view - The Backlot... through a series of Kraft product say on Nickon ers in this town watch - promotions. Saturday, ingthe show with an Angeles on Saturday, April 19, at 8 p.m. The power of kids is evident too in the April 19 eye to the '98 fall tele- It is the only national awards show all-star lineup the show is able to attract. vision season and beyond. where kids, and only kids, can make it Though this year's hosts have yet to be clear what they like and dislike about named, Whitney Houston and Rosie While sex is an overriding themein what is offered up to them as entertain- O'Donnell did the honors from separate prime -time comedies, a fact The New York ment. As Nick has devised it, kids make coasts last year and stars from sports to Times Arts & Leisure section just exam- the nominations and they make the final music to television and film-Tim Allen, ined in-depth, the soaps still maintain their selection of winners. The awards show Shaquille O'Neal, Paula Abdul and edge. The February issue of Glamour doesn't limit itself to television, but tracks Melissa Joan Hart to name a few-made details a study that found that soap opera kids' preferences across virtually all an appearance. sex-which includes both having it and entertainment genres, with movies, televi- This year, broadcasting live from the talking about it-was up 35 percent over sion, music and sports being the most Los Angeles Nick-O-Drome being created 10 years ago. In prime time, especially the prominent. on the site of the Olympic Auditorium, 8-9 p.m. spot, talk of sex occurred 3.1 This is no small, handpicked statistical executive producers Albie Hecht and Mark times on average, according to the Times MEDIAWEEK February 3, 1997 http://www.mediaweek.com PAGE 17

"The music was integral to that movie," DeKoven says. tion of style and music. I've spent more hours watching "That movie did very well for us, so we started using music videos than any 42 -year -old woman ought to." [music] more and more. Other producers started seeing it The trick, says Raskin, is not just to use music but to and liking it and they would come in with their rough cuts find the right music. "I have fabulous music supervisors," and they're putting Madonna on and we're in there danc- Raskin says. "John Houlihan and Jonathan Palmer have ing during the screenings." truly guided me. I'm not in Madonna's music hasn't that milieu, but they are, and actually made it onto the air, they make sure we're not just but the NBC movies have used sticking music in there but music bytheEurythmics, rather making the music fit." Sting, Dishwalla, Innocence Along with the music, Mission, Catherine Wheel and Raskin began changing the Shades Apart. Friends'til the visual construction of the End, whichairedinlate 0 movies, adopting some of the January, was set in the alterna- style and innovations of music tive -music scene. And music videos-different camera supervisors John Houlihan and angles, dialogue that over- JonathanPalmer produced lapped, different lighting. "In songs written specifically for DeKoven's next miniseries is the the Kellie Martin movie [Her the movie, one by former$19 million Asteroid, due Feb. 16 Last Chance], when she comes Bangles singer Susanna Hoffs, out of drug addiction, I want- and performed by the actors, including Shannen Doherty. ed it to be dark," says Raskin. "For me it started with a music issue," says Raskin, The numbers have been encouraging. Last season, who first worked with DeKoven at Lorimar Television, NBC had 18 of the top 21 movies in key young -adult where DeKoven was vp of movies and miniseries. "If we demographics, in addition to the top five miniseries and were developing movies to play to a younger audience, the top six made -for -television movies. So far this sea- we had to play music they could relate to. It was a ques- son, eight of the top 11 movies among adults 18-49 have been NBC's. That has kept NBC on top in long - form programming for the third consecutive year. As a result, DeKoven was recently promoted to two new story. Glamour reports that during daytime, posts. In one, she is executive vp of miniseries and on average, "6.6 sexual activities were shown motion pictures for television, NBC Entertainment. In or talked about" on each hour episode. the other, she is executive vp of long -form programming And now for the good news: In the soaps, for NBC Studios. women were as likely as men to initiate sex "The Monday -night movie has evolved into a series in during the daytime, and characters-both men a strange way," says DeKoven. "We have an audience and women-said no as often as yes. that comes to the Monday -night movie now and says, 'I don't know what this movie is, but it's a movie I'm going John °Twiny turns upon Seinfeld frequently to like.' That is definitely different from how it was." as Elaine's globe-trotting, self-indulgent boss, The difficulty for both DeKoven and Raskin is find- J. Peterman. The character, based on what ing the right intersection between alternative and main- Seinfeld writers suppose about the founder of stream. How close to the edge can Raskin take the pro- The J. Peterman Company clothing catalogue, ductions without turning off the older viewers? What is wonderfully absurd. Starting this month, music will be relatable to multiple generations? "I'm O'Hurley as Peterman will be featured in always looking for that point," says Raskin. "With radio ads for Carroll & Co., an ultra -exclusive Friends 'til the End, it did very well demographically but Beverly Hills men's store specializing in cloth- not as well overall. I have to clearly widen out and deal ing for the well-heeled adventurer, as well as with more adults in my stories and still keep trying to more conventional threads for politicians, push the envelope." attorneys and ceos. The Carroll & Co. ads For DeKoven, it's a balancing act between experi- parody the Seinfeld parody, but what the mentation and never forgetting her mandate. "I'm Seinfeld writers manage with a very deft always a broadcaster first," says DeKoven. "That's what touch, the Carroll & Co. ads lack. Even I think about every day.". The next chance for DeKoven O'Hurley, who is terrific as the eccentric to find out how well she's balancing will come March 16, Peterman on Seinfeld, can't save them. Parody when NBC airs Killing Mr. Gnffin, currently in produc- is not just any man's game. tion. It's a story about an unpopular teacher...well, you can guess the rest. This is not your grandmother's movie

of the week.

CD 1996 Dow Jones & Company, Inc. AR Rights Reserved.

WE IH[AW]E OVER MELLION READERS WHO CONSTANTLY NEED To BE l[N IWO PLACES Air THE SAME TIMHE

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G C 'PC -Meter **Nielson's 1/Pro www.geocities.com ADWEEK MAGAZINES FEBRUARY 3, 1997

Audit Trails

A guide to

Internet

counters and

trackers

Child's Play

Inside the Toys 'R' Us site

In Turnaround

MSN's Hollywood -style

dealmakers

The IQ Q&A PointCast's Chris Hassett

Using the Net to build

a new medium www.techweb.com

1 Ifyou canread this,you too can haveasuccessfulcareer as a technology marketer.

I sP anal:, a many Iva Ca Allit takes is TechWeb, technology's super DUI iCat NOW! site. TechWeb is the most comprehensive source of technology information on the Net. It's where today's most active and influential TOW. Tectsys Ikeda ActiveXpress C141, technology buyers go for everything from am Itorr lavaNaas am as Assaamms maa v.,. Ir.MIT= low'm Omml par product and market updates...to career and Soma* m as Massa asap unatam maw mama sada. si "maws as Campos Naar Wafts tar masa Ma... investment opportunities. m ass Ima at sap ameassessam*Tommam asses aim.. OaSae B It's also your most powerful online ad seam mr" mama Se Mks m fol. to venue. In fact, 92% of TechWeb users are r-Vm." MOO involved in purchasing technology for their companies?' And 43% have already made online purchases - more than double the 111111111111111111610% percentage for average Internet users?"' Make the most of your online marketing efforts with TechWeb. TECHNOLOGY'S SUPER SITE. For more information, call Chris Tice at 516-562-7245 or e-mail her at [email protected] CMP

*Source: TechWeb User Survey **Source: Forrester Research February 3, 1997 http://www.adweek.com IQ/Page 3 ADWEEK'S INTERACTIVE QUARTERLY inside Q

and their parents, the Toys 'ft' Us Web presence has to offer entertainment with its information. New York shop IC2 took on the challenge. By Steve Gelsi

THE IQ Q&A: CHRIS HASSETT 18 Push technology-in which Internet content is sent down to the user at regular intervals without being requested each time- is being heralded as making the Net as advertiser friendly as broadcast TV. Credit for that goes to PointCast and its chief executive, Chris Hassett. Interview by Michael Schrage

Wading through the jumble of Web trackers, p. 24 COUNT THEM IN 24 A guide to the Internet's traffic cops: SHOCK TROOPS 4 the services, software developers and auditors On the front lines of interactive promising measurement solutions. projects: Young & Rubicam's Anthony Manson; By Laura Rich Real Media's David Morgan. IF/THEN 30 MICROSOFT'S MOGULS 8 Figuring out who is buying what on-line, The relaunched MSN has been beckon-and why. By Eric Garland ing new media developers to come to Redmond and pitch. In the process, it's refashioning Can he find an on-line Friends? p. 8 on-line production with a Hollywood flair. By Cathy Taylor

ANATOMY OF AN INTERACTIVE AD 14 Like many sites aimed at both kids

Finder 2.3.97 Editors John Flinn [email protected] Eric Garland [email protected] Adam Shell [email protected] Contributing writers this issue: Steve Gelsi javajekwaol.com Kevin Pearce [email protected] Laura Rich [email protected] Michael Schrage [email protected] Cathy Taylor [email protected] COVER PHOTOGRAPH BY DANIEL ARSENAULT

L JR IQ/Page 4 http://www.adweek.com February 3, 1997

ew people in new media can say they'veing strategy. The 7Up Web site incorporates been with the same company since 1983. (Ofthe "It's an Up Thing" slogan from the soft Q course, half the new media workforce wasdrink's TV campaign and builds on it, featur- stillin junior high in the early '80s.)ing a battle of the bands (implemented by indie music site Anthony Manson, however, is an exception,SonicNet) and a contest to win an advertising internship. The a throwback to the days when jobs were forsite focuses on younger, college -aged people, departing from life. He landed his first gig as a spot mediathe broader target of the general campaign. buyer at Young & Rubicam in 1983. He's Y&R New Technologies was also responsible for the Kraft been at Y&R ever since. Today, Manson issponsorship of Hearst Web site HomeArts, which resulted in one senior vice president, group director of Y&Rof the Web's first "microsites." The campaign reflects Manson's NewF Technologies, the new media department he created andview that a Web site is not for everyone. In this instance, Kraft spun out as a separate unit Jan. 1, reaches the HomeArts audience 1996-the first new department at through a section of the site, created Y&R in 30 years. Manson's long by Y&RNT, that features recipes. SHOCK TROOPS/ THE AGENCY tenure at the agency hasn't stifled "That did really well," Manson says. his creativity, however. "I was "You didn't even have to go to the always into new things," he says. Kraft [site]." (The Kraft section on "As a media person,I always HOME HomeArts is still accessible.) asked, 'What's going to make the All of the 20 Web -related pro- consumer take notice?' " jects created by Y&R New Tech- Manson has made new media a nologies in 1996 are strong visually big part of Young & Rubicam by GROWN and enhanced with advanced tech- growing the business from within. Anthony Manson is an old nology. Manson, though, takes lit- His first encounter with on-line tle of the credit. "I'm the new busi- communications was in 1992, when ness guy," he explains. Manson he put AT&T on Prodigy. "It was understands technology, but says my first vision of what on line his strength is in more traditional meant and what you can do for a new media ideas, agency work. He "orchestrates the client on line," he says. AT&T spon- process" of building a client's new sored an entire international busi- media application, he says. ness section, a firstinon-line Now, Manson intends to take advertising. "It opened the door for clients into the age of commerce on me in terms of what was coming." the Net; he speaks of clients' Inter- Indeed, the work now being net ventures as "Web applications done by Manson's year -old new versus Web sites," preferring the media group is hip and even vis- former for Y&RNT clients. "It's ionary. Consider Y&RNT's Molson about building relationships with Ice "Polar Beach Party" cam- prospects," he says. This year, paign, which included a Labor Day Y&RNT will be doing just that as concert broadcast from the North it seeks new clients of its own, sep- Pole and simulcast live over the arate from the main agency. brand's Web site. The idea of fly- Manson sees an ongoing evolu- ing a bunch of bands and an audi- tion for both Y&R and its new ence way up north was edgy; Mol- media division. "To me, a tradit- sonIce.com is cool, irreverent and ional agency can't be traditional uses a lot of extra technology to anymore," he says. "Y&R has highlight the concert. It's rela- always believed in exploring new tively exclusive: It requires Shockwave. media," he adds, touting-in typical corporate guy fashion- Manson insists that all new media projects be integratedthe party line. Others who know him expect such rhapsodiz- into a client's overall marketing plan. And if he had his way,ing to continue. Says Greg Stuart, former director of interac- the opposite would be true as well: All marketing plans wouldtive communications at Y&R division Wunderman Cato have new media elements built right in. "Our approach isJohnson: "[Manson] said to me, 'I admire what you've done brand -oriented," he says. [starting an entrepreneurial venture], but I'm a Y&R guy till Y&RNT's work for client 7Up is a good example. "Wher-the day I die.' " Still, Stuart warns, "don't underestimate him." ever it goes, so we go," says Manson of the new media brand-Even a company man can break new ground. -Laura Rich

L 6 Why are you paying to sell him pantyhose? He doesn't know his control top from so you don't have to buy impressions his sandal toes. Couldn't care less. you don't want. We can tell you exactly He's not buying them. So why are you how many people you've reached buying him? Advertise on Juno, the and who they are, in more detail than advertiser -supported free e-mail service. any other medium, online or off. Juno targets your ads to match sub- That makes us 100% targetable and scribers' interests and demographics, accountable, and a much better fit.

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What if right now-right this second-it sud-rotation, reporting. It is, ideally, the elusive denly became your job to place $300,000"one order, one bill" system. Q worth of ad banners on the Web. Fast. Of "Real Media allows us to do one -stop shop - course, your goal is to have a lot of qualityping," confirms Brent Hall, an interactive media planner at eyeballs on those ads. And wait: You have toAnderson & Lembke, which used the firm for a Microsoft prod- be absolutely sure that surfers in the South-uct campaign. "The difference between it and other networks east U.S. are seeing them. Three hundredis that because it consists of all these local and regional news- grand means a lot of banners. A bunch ofpapers, it allows us to actually narrowcast on the Web." sites. Different banner dimensions, con- The nuts and bolts of Real Media, and the soul of its network, stantly changing creative. And how are youis blue-collar software called Open Ad Stream, which functions going to guarantee the Southeast? Most of the big sites areas a virtual production manager at each on-line paper's server. heavily visited by users in the When a Web surfer types in the Northeast and on the West Coast. URL of the Washington Post, for Well, before you start working example, software in D.C. decides SHOCK TROOPS/ THE MEDIA the phones("Antoine'sOn-line what ad is appropriate for the user, Bayou Bait Emporium, how can I inserts it in the page as it loads and help y'all?"), you might want to keeps track of the transaction. consider a call to Dave Morgan. NETWORK As it turns out, Open Ad Stream Morgan, a 33 -year -old former is a very useful tool for on-line pub- media lawyer and newspaper con- lishers, who often struggle with sultant, is the president of Real trafficking ads they sell themselves Media, which reps a network of NEWS at the local level. So Real Media more than 200 local newspaper David Morgan has a gives the technology to publishers sites, from the New York Times to for free, in exchange for a non-exclu- the Modesto Bee. You want the smooth new way to buy sive right to sell national advertising Southeast? Just target sites like for a 15 percent commission. those of the Atlanta Constitution - "The publishers run it," Morgan Journal (wwwajc.com), the Miami the daily paper. says. "The only time we get a piece Herald (www.herald.com) and the of anything is when we send nat- Charlotte Observer (wwwcharlotte. ional advertising through." So far, com). Looking for weekend war- that advertising has included cam- riors? How about 200 sports sec- paigns for AT&T, Bell Atlantic, tions. Need business travelers? ZDNet and Mellon Bank. Moviegoers? Just pick a package. Real Media is not the only sales As the name of his company sug- network working cyberspace, of gests, Morgan sees newspaper sites course. Softbank, for example, is far as solid brand -name ground in the larger and rep firm DoubleClick is largely "virtual" business of Inter- better known. But, Morgan claims, net advertising. He uses the exam- his competition is not so much other ple of Visa wanting to reach local packagers as othercontent football fansfor team -branded providers. "We're really represent- affinity cards. "Our approach is ing content from the Washington that if you're a diehard fan of the Post, the Philadelphia Inquirer, the Chicago Bears, the kind that wants Houston Chronicle. We'll never a Bears Visa, then you want to see have a stronger brand than the pub- what the Chicago Tribune and Sun lishers we work with." Times have," he says, tieless and Those brands will be getting a even toned in his noisy open plan office. "They've got three full-trial by fire in the months to come, as high -rollers like Yahoo's time beat reporters covering it, not just Reuters and someGet Local!, Microsoft's Sidewalk and Warner Bros.' CityWeb stringers. So what Visa would love to have is that kind of depthparachute into local markets with newspaper -like guides. "We for all 30 teams and a consistent way to aggregate them." try to take a realistic approach to things," Morgan says, "We Real Media also takes care of the more maddening details ofget 95 percent of our business because we make things easier advertising on a new medium. (Publicitas, a European adver-for the advertiser. Are we going to have better sales people than tising services company, is an investor in the venture.) You sendSoftbank or be better packagers than Citysearch? Maybe. But over the creative, they take care of the rest: trafficking, bannerin the end, it's all about who makes it easier." -Kevin Pearce

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MSN is grafting a Hollywood production model onto on-line content, By Cathy Taylor

ven to someone not well -having been tutored on Access Hollywood and Entertain- ment Weekly, it takes no great inside knowledge to recog- schooled inthecut-nize that having one's series picked up, let alone getting it renewed, is no small achievement. But at this point, only throat environment ofthe Internet cognoscenti know the most interesting twist of Leshen's story: His series is being produced for the Los Angeles pro-Microsoft Network, the recently relaunched on-line service from the digital behemoth. It airs, so to speak, when- duction community, itever a peruser of MSN's Channel 5 (Media, Zines & Atti- tude) calls it up on a computer. would be difficult to Yes, even though the bandwidth to send streaming video over the Internet is as rare as finding TV producers willing deny Matti Leshen histo air their series opposite NBC's Thursday night lineup, Microsoft is adopting the manners of TV production as its excitementduringafoundation (even while most of its potential audience crawls along at the snail's pace of 14.4). In the process, MSN hopes recent press tour to New York. An executive at a produc-to shake some coherence and maybe some hits-of the Nielsen variety-out of the current morass of interactive tion company with the enigmatic name of Cobalt Moon,content. Not only has it structured its content around channels, it also includes "Web shows" that sometimes run at pre- Leshen had just had one of his company's shows, Secondset times. It even devised content to take advantage of TV - attuned attention spans. An MSN series such as "How City News, picked up for another 13 -week run on the net-Long?"-which does nothing more than answer the question of how long it takes to do various serious and not -so -serious work that decided to carry it late last year. The series,tasks or activities-is actually designed to occupy only a few minutes of a user's time. which makes fun of current events and is a spinoff of the Certainly, the company is not the only one in cyberspace to borrow terminology from other media. America Online Second City comedy troupe, features such well-known tal-has structured its content around channels ever since the 2.0 version of its software, becoming even more wed to the ent as Dennis Miller delivering its skewed newscasts. In aconcept with 3.0, which launched last year. AOL subscribers can now distract themselves amid 21 channels, world where everyone is an entertainment authority,ranging from Style to Sports to Digital City, the service's February 3, 1997 http://www.adweek.com IQ/Page 9 ,

SMOgLIS

Bob Bejan, executive

producer for

Microsoft's content

offerings, and

Madeline Kirbach,

head of M3li

MSN's independent

production arm.

PHO-CS BY REX RYSTEDT IQ/Page 10 http://www.adweek.com February 3, 1997

obligatory local content offering. (The service does plan toon-line media, versus existing content's "stop" model. Existing pare down its reams of content.) Further, Internet advertis-content, she says, states, "Here's your Web page. Now you have ing sales are increasingly coagulating around a network con-to go figure out what to do with it." cept, in which companies such as DoubleClick and Interactive Even MSN's ads and promos are hyperactive. "Your ultimate Imaginations, the administrator of the Commonwealth Broad-guide to the stars," scrolls one promotion, before a retro-looking casting Network, aggregate inventory on sites, just the waycharacter called Mr. Zodiac surfs onto the screen. Another is a ESPN or CBS do for their varied shows. flat-out ad that, although primitive, still walks and talks much MSN, minimalist in comparison to AOL, currently sportsmore like a TV commercial than the static advertising banners only six channels on its pristine, that Internet users are all too familiar black -toned interface, but it has with. Promoting Kodak point -and -click

0 0 C. ,) ssssss etwaugdocal taken the true TV concept to heart. -ommot me 0 0 cameras, the ad touts the film company At a briefing to unveil the new version as the "proud sponsor" of travel 'zine of MSN last October, casual observers Onstage COMMUNICATElig/ Mungo Park's live coverage from the could have been excused for thinking 1 -'REVIEWS Space Shuttle. The advertising itself is that Laura Jennings, the Microsoft being sold around MSN's 13 -week cycle; FIND vice president in charge of MSN, essential, the Microsoft Advertising Business might actually be ABC's Jamie rnr, Unit has been actively pitching the ad WIALT FII Tarses, so thick was the talk of "hits," 'Mar NI $10.1. community on buying packages for "shows" and "channels." Indeed, the MSN's individual "seasons." adherence to traditional media terms While the TV vernacular raises the has ramifications for both those pro- conceptual comfort level of playing with ducing content and for those viewing MSN, the adherence to "old media" it. Just as producers can easily grasp standards is enough to make one wonder the necessity of providing a show if the entire interactive entertainment "treatment" at the beginning of the industry, which currently seems to be a pitch process, the network's view- popular whipping -boy with the tradi- ers-and it is interesting to note that tional press, is so bereft of ideas that it MSN staff tend to use that passive has fallen back on the dog-eared play- term to describe its audience-don't book of traditional media. More likely, need a degree from MIT, or even the digerati are discovering that the familiarity with AOL, to pick up on mere existence of ISDN lines and chat W.00 00MOO how the service works. (That is, when rooms doesn't negate decades' worth of it works. By this reporter's experi- production intelligence. Says Mark ence, MSN is still extremely buggy _j ;3'41ie Gauthier, an outside producer for two dlifMNOE Its iiill 011111 and slow, working well at 28.8 perhaps ISAwt .III series on MSN, "In some ways what half of the time.) MI IP.' r 7 we're doing is reinventing that model, Along the bottom of the so-called Ili which is 50 years old."

"National Feed," the first screen that Pew . 1111141. 1.11* MOVNE This is most certainly the thinking man V., MY Swim subscribers see after signing in, are of Bob Bejan, executive producer for six clearly labeled boxes, marked as Microsoft's content offerings, who Channels 1 through 6. Channel 1 car- Kirbach says MSN's channels (shown above) joined MSN lastyear. A former ries news from MSNBC, weather and may get names instead of numbers. "We'll Warner Bros. Entertainment execu- sports; Channel 2, showbiz news from either do it or not in the next year." tive, Bejan is given to wearing playful Entertainment Tonight, in addition to eyeglasses in a variety of shades and games and drama; Channel 3, arts, nature and history, includ-colors that seem to conjure up Hollywood. He avers that looking the Michael Kinsley property Slate; Channel 4, self, healthing at the golden age of other forms of entertainment proves and wealth, including a style section and a women's magazinethey were all built around an environment in which production titled UnderWire; Channel 5, Second City News and teen 'zinewas allowed to flourish, i.e., something that looks and smells Mint, among others; and Channel 6, fun, teens and comics, fea-more or less like an old-fashioned production studio. "You need turing chat, horoscopes and other AOL-inspired communicationsto build a body of work so the standard of excellence can options. In addition, the service is loaded with animation andemerge," he maintains. music, as if it might cause a PC to crash if spare screen space In a structure strangely reminiscent of the TV networks' were allowed to sit and fester for even 10 seconds on one's com-recently attained ability to produce their own shows, MSN has puter monitor. Madeline Kirbach, the head of the network's inde-set itself up to cast the widest production net possible. Not pendent production arm, M3P talks of creating a "go" model foronly does Bejan oversee a host of in-house created content, 'JT1j_r/AILL\

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Java. It's the hot new programming language from Sun. And many feel it's just the thing to caffeinate the Internet. Unlocking a trillion dollar market opportunity. And bringing an end to Microsoft's software supremacy. Find out more about the people and technologies shaping the way business gets done in the Internet Age. It's all in the pages of Forbes ASAP. For more details, contact [email protected]. FORMES ASAP Where technology gets down to business.

Visit our website at www.forbesasap.com IQ/Page 12 http://www.adweek.com February 3, 1997

ranging from Channel l's MSNBC to Slate, located on Channelextended period and kept on a strict production schedule. 3, he also has an independent production arm in M3P Under its"The real challenge is once things get into production," Kir- proper name, Microsoft Multimedia Productions, the division isbach admits. "You're on a timetable every week." charged with discovering independent new media developers to But perhaps the phenomenon that's caused the greatest stir supply content to MSN. It has offices in New York and Losin the production community-MSN's megabucks aside-is Angeles-in addition to Microsoft's hometown of Redmond,the insistence on Microsoft's part, instituted only recently, Wash.-from which to rope in the Steven Bochcos and Carsey-that it own the electronic rights to the "shows" it produces. If Werners of the digital realm. The unit, headed by Kirbach, aa project makes it as a book, movie or even TV show, the series' one-time Saatchi & Saatchi executive, hears 200-250 conceptsdeveloper retains some rights, but in the digital realm, to no per month, with roughly 25 jumping through enough ofone's real surprise, the spoils are all controlled by Microsoft. Microsoft's excruciatingly systematic hoops to make it to anWhile the situation has led to inevitable griping that the requirement is just another manner by which the company plans to run the world, Microsoft, which eats all of the production costs for the shows that it approves, feels the tradeoff is fair and reasonable. "It's not about the big, bad network trying to own everything," insists Bejan. "We simply cannot be the scholarship fund to the creation of annuities for third -party developers." Still, there's queasiness in the development ranks, even among those who started working with MSN before the network insisted on electronic rights ownership. "To be per- fectly honest, I don't know how I feel about it," admits Mark Gauthier, who co -produces "475 Madi- son Avenue" and "914" for MSN and has worked with the service since its August 1995 inception. By and large, however, developers seem to view MSN as the sugar daddy the industry so desper- ately needs-there to dispense not only money but encouragement, with Bejan playing the pivotal role. "He really brought that Hollywood entertainment feeling to MSN," says Gauthier. Further, he seems have given developers a sense that their input on MSN is crucial to the venture's success. Marvels Leshen, "That would be like Warren Lit- tlefield asking me what I thought of his network." Bejan is funding a lot of content "so the standard of excellence canemerge." With the revamped MSN in its third month of operation, it's impossible to determine how long actual pitch meeting with the MSN programming department.the lovefest will continue, although it's incredibly tempting to The hoops may seem at first leap to detract from the spon-quip "13 weeks" given Microsoft's emphasis on results. But as taneity and inspired goofiness of early interactive development,evidence of just how new this medium still is, the developers but for many producers the challenges represent a necessarywho are working closely with Microsoft admit that even the coming of age. "If they're going to get into this business, wemighty software company hasn't yet been able to give anyone want to be there, because they tend to do things right," saysa clear-cut notion of what will be considered a success on the Chris Swain, a producer of NetWits, a twice -a -night trivia shownew service. Nonetheless, MSN's 13 -week commitments may created by New York -based interactive group R/GA. Prospec-eventually yield the industry's most visible method yet of fig- tive content providers must follow the rules laid out in forth-uring out what sort of content might work in on-line media; all right text at the Web address-m3p.msn.com-requiring thatone need do is tune in every so often to see what has survived, they provide a three-part treatment of the proposed show (dis-and what hasn't. To those accustomed to an Internet in which cussing the program's essence, its interactive elements and aideas, even rotten ones, can live on endlessly on someone's "walk-thru" of the site); a map of the site; a budget and a pro-server, the necessity of justifying one's digital existence may duction schedule. But starry-eyed Web developers should keepbe daunting. But it's equally difficult to deny the logic of a in mind that the regimentation doesn't stop there. The pitchingDarwinian approach to Internet content. As Kirbach main- process is merely a precursor toward being able to build inter-tains, "If something isn't going to be a hit, we need to move active content that, like its TV kin, can be sustained over anon." Sounds an awful lot like TV Ifyou could finda marketing Introducing CityWeb. partnership Brought to you by Warner Bros. and the Time Warner family of companies, CityWeb is the first World Wide Web network designed to benefit from the media strength of local television broadcasters. CityWeb is not just a new website. It's an entirely new marketing onthe Internet opportunity giving advertisers the ability to reach their target audience with high -visibility interactive programming, all backed with extensive, established media promotion. And with CityWeb, you can have aspowerful your message appear on one local site, regionally or nationally, in a quality environment consistent from market to market.

CityWeb Offers: as anetwork A unique local interactive environment with a high -quality look and feel. News from CNN Interactive," the Net's News Leader. Entertainment coverage from PEOPLE Online® of local *Online information and entertainment programming from Warner Bros. Online, targeting kids, teens, men and women. The ultimate search technology from Lycos,tm the leading guide to the Internet. A branded browser using Netscape technology, the #1 browser in the world. television Award -winning, multi -media marketing support to assure high -visibility for your participation. *Breakthrough technology for online classified ad sales, transactions, stations, polling, daily custom e-mail newspapers and more. CityWeb, bringing the second evolution of you'd make it broadcasting to the online advertiser. yourbusiness, CityWeb wouldn't you? Make It Your Business.

For inquiries about online advertising opportunities, contact: Julie Kantrowitz Rich Sutton Senior Vice President Director & General Manager Online Sales Warner Bros. Media Sales Warner Bros. Online (212) 636-5310 (212) 636-5053 [email protected] [email protected]

N Telepictures LUNC WARNER BROS. DISTRIBUTION \ \ PI ONLINE The official search The customized engine of CityWeb browser for CityWeb A Time Warner Entertainment Company TM &IOW; Warm:, Rros. All Rights Reserved. IQ/Page 14 http://www.adweek.com February 3, 1997

ANATOMY OF AN INTERACTIVE AD Toys Story The world's largest toy retailer designeda site for kids and their parents. By Steve Gelsi

Home page

navigation options

were kept simple

to highlight the

graphics and avoid

confusion.

Toys`11'Us, the The team envisioned an on-line arena in which kids, largest toy retailerparents and grandparents could learn more about the in the world-with sales of more than billion, fromcompany and its range of merchandise, and one which 670 stores in the U.S. and 300 worldwide-first put upwould allow for merchandise tie-ins with vendors. a Web site (www.toysrus.com) in 1995. But as the com- The requirements laid out for Web developers were pany evolved a plan, dubbed Concept 2000, to make its that the site include a store locator, a corporate profile stores more kid-friendly-grouping all of a brand'sand information for adults that would sell the company toys into one area, lowering shelf heights to less tow- and draw parents into its Disneylike world. The site ering levels-the marketing department decided to would also have to be entertaining for kids, yet respon- contact Web site developers to enhance Toys' Internet sible in its salesmanship. The retailers wanted promi- presence as well. The project was led by Ernie Sper- nent use of the Toys `11' Us logo and the store's mascot, anza, Toys' senior vice president of marketing and Geoffrey the giraffe. advertising, and John Cummo, vice president of Toys assembled an internal steering committee from creative and production services. its merchandising, advertising and MIS departments to "The assignment for the Web site was pretty muchguide the project and make sure the new site would be the same direction as setting up our new stores," says ready by Christmas 1996. K2 Design in New York won Speranza. "It would be interactive, entertaining, fun, the assignment in June in competition with eight agen- and something a child or adult would come back to." cies. The revamped site was posted in mid -November. L_ February 3, 1997 http://www.adweek.com IQ/Page 15

Lists of gift ideas, with product names

linked to color photos and toy descriptions,

draw parents into the site.

STRATEGY

K2 pitched not only its design savvy but its ability to function as a full -service interactive agency, adding in the K2 Netmedia media -buying unit and user feedback from its VISI- Trac unit. The company's effort was aimed at playing up the enormity of Toys 'R' Us as a brand on thebuild relationships with users. K2 included Web. The overall objective was not just to create another incentives for repeat use, including a Top 10 toys on-line ad, but an interactive product that would drive list, a Geoffrey's Greatest Picks area, a Holiday Wish use of the site and provide a positive, fun experience.List and a Movieplex section for Star Wars and other "We gave them an overall, complete solution," sayslicensed toys. Cecilia Pagkalinawan, vice president of creative Toys 'ft' Us and K2 worked closely throughout the affairs at K2. "This was the perfect project for us to project to get it done in roughly five months. "They do. We instinctively knew the product inside and out."listened very carefully to us. We really didn't have, 'I Not only would K2 create a 350 -plus page site withhate this completely, throw it out,' " says Speranza. games, product info and other elements designed to "They pushed us to the limits in many cases, both cre- keep people coming back, it would also build anatively and from a marketing point of view" intranet for in-store kiosks, organize a banner ad cam- For the Store 2000 program, K2 helped design in- paign using other Web sites and search engines, andstore kiosks equipped with store maps of individual then provide ongoing data on hits and usage through retail outlets to help shoppers pinpoint toys (or just VISITrac. find the bathroom). By Christmas, seven key stores K2 pitched about 15 concepts for activity sites.had been fitted with 15 kiosks, with more planned for Toys chose four, including "Create a Face," an ani-the future. mated program for building cartoon characters, and Toys is currently analyzing response to the Web "Concentration," an animated version of the cardsite to determine whether to launch an on-line toy game. Elements such as the Daily Dose provide freshbuying program. "We've had a lot of positive response content every 24 hours, including class trip sugges-from customers," said Toys' Cummo. "A lot of people tions and kids' e -mailed jokes. Birthday reminderson line are chatting about it. And there's a lot of talk and registration for free gifts and other prizes helpin the trade about our Web site."

4.7446. COST/RESULTS hook SIsort' Interaction fine motor gross motor

Neither K2 nor Toys would comment on the cost of gans (a Yahoo site for kids). A ban- Product category buttons from the project, but industry experts estimate that suchner that came up with the word soup -to -nuts interactive design would cost roughly search "toys" in Yahooligans gener- the Toy Tips area of the site. $1 million, plus maintenance fees of about $50,000ated a 12 percent click -through a month. rate, with a peak of 18 percent. In total, the banner In its first six weeks during the holidays, the site campaign drew more than 200,000 visitors. generated about 750,000 visits. A four -million -piece Additionally, Toys logged 25,000 on-line contest direct mail drop to consumers featured the site's URL.entries for its "Get a Gift, Give a Gift" sweepstakes. And K2 Netmedia organized a two -month campaign The promotion was a combined effort with Toys 'R.' Us with banners on Infoseek, Family Planet and Yahooli- and Parent Soup, a popular Web site. IQ/Page 16 http://www.adweek.com February 3, 1997

The Fun Zone

is filled with

Shockwave-

based games Click on icons to create new faces!! kids can

download and 109e

.-j4(.'

play. While the *A0Ceti CeteRkT/04/ ryaCLICK ON SOXES look is great, TO MATCH PAIRS OFICONS

one guest

reviewer found

the games

"both slow to DESIGN K2 designer K2's editorial staff updates the Daily Dose under the load and quick KarlKotas washeadings Manic Monday, Trendy Tuesday, Wacky inspired by car-Wednesday, etc. The content features suggestions for to crash." toons, such as the futuristic Jetsons and the madcap class trips, contributions from kids who have visited the expressions of Ren & Stimpy. The look was intended tosite, profiles of physically challenged kids and articles create a friendly environment and appeal to Gen Xon actors and other role models. Web surfers and kids alike. Spaceships, wacky aliens With the use of Shockwave, kids can play several and high-tech gadgets pepper the site. games, all of which provide enough fun graphics to The home page presents a space scene with grin- merit repeat visits. (The process of downloading ning cartoon characters running down a suspendedShockwave in the first place, however, might challenge walkway toward the Toys `11' Us banner. Geoffrey'seven the geekiest child.) Kids can sign up to receive an image towers over it all. Clutter is avoided by limitingelectronic birthday card from the site, or design their the number of clickable options to four: Fun Zone,own in the future. Info Zone, Geoffrey's Greatest Hits and a Holiday The Info Zone, pegged to parents, offers back- Wish List (up seasonally). The latter two bring upground on the company and its toys. The store locator short lists of toys with links to color photos of each not only gives addresses of outlets but provides a item. Throughout the site, a navigation bar offershistorical/geographical blurb. One store's entry notes, access to the main areas: Fun Zone, Info Zone, Find A "In Springfield, Massachusetts, in 1860, a 24 -year -old Store, Sign-up, a Tool Box for Netscape and Shock- printer decided to try making board games. His name wave downloads, Fun Stuff and the Daily Dose. was Milton Bradley. "

Reviewing the Toys 'R' Us Site kTi

From: James Oliver Cury, senior associate editor, The Web magazine:

Toy stores, like cereal manufacturers, have to pitch their wares to parents as much as to kids. The web site for Toys 'R' Us doesjust this, combining fun and games with serious corporate information. If you dive deep enough down, you'll also find an Internet primer and a smattering of reviews and previews courtesy of Next Generation and PC Gamer magazines

From: Carrie Krueger, managing editor, Family Planet (http://family,starwave.com)

I look at Web sites with three things in mind: Is it useful? If not useful, is it fun? And would I come back? Most ofthe Toys 'R' Us site is not incredibly useful. The one area that is is buried. The "Toy Tips" area (taken from an independent magazine of the some name) is nicely done, easy to use and helpful for anyone shopping for a child. As for the fun factor, unless you're into video games, forget it. The "Daily Dose" attempts to offer a little levity each day, but it's more lame than light. We've done some number on teenagers.

4,600,000 to be exact according to Simmons. react has gotten some reaction! In just a bit over a year, react has achieved a readership of 4.6 million teenagers, a huge number of whom don't read any of the other teen books. So if you want to capture a dynamic audience that's virtually impossible to capture with any other magazine, you'd better react. Contact Bunny Fensterheim at [email protected] or 212-450-0901.

react. Reaching an impossible audience to reach. tittp://vvww.react.com

Source: 1996 Simmons STARS IQ/Page 18 http://www.adweek.com February 3, 1997

THE Ifs QiLA : CHRIS HASSETT

PointCast delivers Internet content directly to users, giving "networked PCs" new meaning, By Michael Schrage

ointCast is a New Media

company that is succeeding

by disguising itself as an

Old Media company. Critics

and champions alike observe

that PointCast has trans-

plantedthetraditional

broadcast advertising model

to the Internet in the guise of "push" marketing. While there's more than a little

truth to that description, PointCast chief executive officer Chris Hassett takes

great pains to show that his company brings a profitable new business model to the President and

Internet marketplace. PointCast does not just aspire to bring a new media infra- chief executive

structure to browsers and corporate intranets; it aspires to be a media brand Chris Hassett

every bit as recognizable as Time, ABC and The Wall Street Journal. Under Has- says PointCast,

sett's guidance, PointCast has struck deals with high-tech behemoths like which now claims

Microsoft, global content players like CNN and Reuters, and as substantial an 1 million users,

array of advertisers as any publication or video network around. While Hassett is will grow to 3

less a new media visionary than a hands-on entrepreneur-he once oversaw sili- million users

con chip development for Adobe-PointCast's success offers the traditional media this year. February 3, 1997 http://www.adweek.com IQ/Page 19

PHOTOGRAPHY BY DANIEL ARSENAULT IQ/Page 20 http://www.adweek.com February 3, 1997

establishment an important benchmark to evaluate what it takesmodel if I could. Sometimes you can't. It could have been that to profitably bring advertising to the desktop and the laptop.the only business model was server sales. Adweek contributing editor Michael Schrage sat down with Were you inventing a business model or trying to figure out Hassett in Santa Clara, Calif., to talk about PointCast's contri-how you adapt the profitable television or broadcast or whatever butions to a new medium. model to the opportunity?

What was the initial idea behind PointCast? The motivating spark that launched PointCast is that we realized that the computer monitor in and of itself was- "My gut feel was,if I could con- n't a medium, but when you connect it by a wire to millions of others it sure does become a medium. Our belief in the medium really always starts with technology. You have trol monitors' screen area for a to evolve the technology to create the end -to -end solution. The second piece and the third piece, distribution and content, are kind of connected, because they go hand in hand. certain number of hours per day, You can't get one without the other. And the fourth is the business model. You have to look at what business models I've got a medium." are associated with traditional media. What insight did you have into business models that made it possible for PointCast to go to the traditional ad community and get commitments? The decision I made years ago was that we were going to move to participate in the invention of a medium and therefore play by the rules associated with inventing a medium. We were not going to be a company thatsoldsoftware and become a client/server software company like an Oracle or Netscape, so we were not going to use the pricing structures and the business models associated with selling software; it doesn't make sense. That's a fork in the road, because your whole approach to everything that you do changes once you make that decision. If you think about the business models of a medium there are traditionally three. There's advertising supported, and that exists on broadcast television. Then you also have subscription, and you see that big time in cable. And you have pay per view: If you want to watch Mike Tyson, you can do that. You pay as you go. We looked at those three and inter- estingly enough those three apply to almost every medium, with some crimping back based on technology What was it that you had to understand intellec- tually and viscerally about developing a medium in order to talk to potential investors, the people you were trying to recruit and potential customers? Entrepreneurs not only have to come up with the invention but they also have to invent the business model. If you only do one or the other, you have a much more The combination of the two is an invented business model. I'm difficult time competing long term. It gets back to that funda-trying to use history. I'm not trying to invent the raw pieces. mental decision I made to [create] a medium. I researched What part of history did you have to discard? What did you quite a bit. I didn't know what a medium entailed. I didn'trealize was not relevant to what you were trying to do? understand the evolution of television, the evolution of print, A lot of the concepts of the particular ways of advertising that the evolution of radio. So I went and learned that so that Iare embodied in all the historical places had to be thrown away. would be in an a knowledgeable position to invent a businessWe couldn't immediately put sound in advertising because sound

L February 3, 1997 http://www.adweek.com IQ/Page 21

would be intrusive in the office environment, and we would havewas to map this against a broadcast or push type environment. some pretty big problems. But by removing sound, you change If Chris Whittle had gone to Fortune 1000 companies like the value proposition to the advertiser quite a bit. he did with Channel One in schools and said, we'll give you Did you know what your value proposition was or did youfree television sets on everybody's desk, and we'll run the discover it? equivalent of a CNN/fn, and we'll also do internal commu- The value proposition of PointCast is actually two thirds/onenications for training, that kind of stuff, senior management third. Two thirds of the value proposition is the fact that we'rewould have seen it as a productivity drain. reaching people on a 17 -inch monitor, typically, in a environment You're right. But what he can't do or couldn't do is the con- that you could never reach them before, which is the computercept of the whole name of the company, PointCast. All Chris monitor on their desk. And, in my view, advertisers pay for theWhittle can do is broadcast. It would be very difficult for him following: You need a massive number of people that you canto have made that statement and say, and I'm going to feed deliver a compelling message to, in whatever form. The secondpersonalized content to every single person in the company. thing you need is a way to identify the demographic you're deliv- How important is that? ering, verify that you delivered it to them, and be able to begin It's critically important. Everybody in our company, I would demonstrating the results of why this message to this numberassert, has the Internet/on-line industry as one that they're of people is changing their behavior in a way that's positive fortracking. I'll bet everybody in this company has the advertising the advertiser. The computer monitor delivers on those twobutton as what they're tracking. It's generic broadcast pro- things via PointCast. We can track everywhere it goes. We deliv-gramming into the office [that] doesn't work, because unless er to millions of people. The rate card at this point is one millionyou have the ability to personalize, you can't guarantee the com- of those screens, which is Business Week class numbers. And wepany that it's making the employee more useful. can deliver messages and track them. My gut feel when we Our server products represent a fourth business model we started this was, if I could control 17 -inch monitors' screen areacan associate with our medium. We can truly deliver add-on for a certain number of viewer hours per day, I've got a medium;products that make the local versions of PointCast more valuable I've got a way of communicating. to a company, and companies are willing to pay for it. I call it Was it the screen, saver that made you realize there was aninfrastructure enhancement. I can take the public network, opportunity on the corporate desk, or was it the rise of thewhich is bringing in all this valuable information to the company, intranet or client/server? and I can integrate it, on that desktop, in a seamless experience, The first motivator was, if I could get somebody to stop usingwith information the company wants its employees to see. Word Excel-why they bought the computer-and just use it as We also have the CommunityCast program for vertical a TV, great. That's the best thing for me. But realizing that youindustries-we have two we are going to announce pretty couldn't do that, we had to come up with a way of integrating thesoon. But let's use oil as an example. I can find an integrator content and the advertising with the core purposes of the com-that already has installed 300,000 desktops at Mobil, Shell and puter so it didn't interfere. And that's where the screen -saverTexaco. And that integrator, because they want to provide mode of operation came in. And I maintain to this day-evenmore services to those industries, goes out and gets really though there's a lot of push technology using pop -ups that comedeep content in the oil industry-seismological shifts in Texas, up in front of an application or active desktops-the best way toregulations for dumping oil, whatever. Stuff that if you're not use a computer to broadcast content is to use the time that thein the oil industry you're not going to care about. And they're user of that computer is otherwise not using the computer. supplying that in concert with the public PointCast Network, Exploit down time. in concert with the company information. Exploit down time. No, I don't watch my screen saver: I nev- Who sells advertising against that, you or them? er have and never will. But I can tell you I'm on that phone an In that circumstance we would. It opens up the opportunity to awful lot. And the periphery of my eye says, oh, wow, Netscape'sdemographically identify oil people and sell them oil pumps. We stock is taking a hit. So I click on it and learn about it. I'm learn-package it up so that the viewer experience is not only beneficial ing about things because the down time is automaticallyto the individual as a human being but it's beneficial to the com- switched into something useful for me. And I don't have to dopany, because the employee becomes more knowledgeable. And anything. So the motivator was that I want to use that as a medi-we can only do that through personalization. um. And the invention was a way to actually use it that's not Is PointCast the one associated with the personalization or intrusive to the individual behind the computer monitor. are you perceived as the generic packager? Or is it the local com- When did the fi rin begin to use the terminology, invent thepany doing this? concepts, of push market i ng ? The packaging or personalization is initially controlled by Internally we made that decision coincident with the decisionPointCast through the decisions we make in the public space, to be a medium. If you look at the video of our launch event, thethe public network: what content we're going to carry. The whole presentation was the Web allows you to go into it and pullsame kind of decision that an MSO makes. TCI Cable makes information out. But PointCast brings that information out to you.those decisions. So that's one level of personalization. Then we So from the very beginning of PointCast the whole motivationbuild client products that the user personalizes. So I don't have IQ/Page 22 http://wwwadweek.com February 3, 1997

to track oil. If I'm not in the oil industry, I can track advertisingto another person at Mobil Oil and say, did you hear they solved and Internet. So the user gets to personali7e. And we also havethat securities case, or talk about something else that interests server products as part of the infrastructure enhancement busi-them in the public space on PointCast. And then in the same ness that allow the company to personali7e. The company is thebreath they say, yeah, I did, did you hear about the seismological sponsor of the local affiliate, if you think about it that way. study that was just done in Houston; I think we should be tuning Are you a content company in the sense of a distributor, orour markets there. are you actually concerned about the editing side of content? What's going to be a better brand at the turn of the decade? Actually kind of both. If you think about an MSO and a cablePointCast or The Wall Street Journal? network, we have both elements to our business. If you think about I don't think we're competitive. We're a network of information the side of our business where we go and affiliate content from theand programming that can include strong brands like The Wall LA Times and the New York Times, CNN and Time Warner, weStreet Journal. The Wall Street Jaunted can try and go direct... don't make editorial decisions in any sense. On the PointCast Net- They are going direct, with WSJ.com. work channels that we produce, we do make editorial decisions. And they have 30,000 viewers, 30,000 users. Should the CityScapes and MSNs view you as comple- And, by the way, they have two million print readers. You ments or rivals? have half that in lot less time than it took them. If CityScape is in competition with the LA Times, then they're But it's different. If the question is, do I want my brand to be probably in competition with us. Because we have a relationshipas strong as The Wall Street Journal? Yes, absolutely. Is it going with the LA Times to build local value there. But if CityScape isto be done at the expense of The Wall Street Journal's brand, no. interested in adding things that we don't do and is interested in There are two pieces to our business. There's us as an working with our local affiliate, we listen to them and there areMSO, where we are selecting the best programming for our relationships that we could strike. So it could be competitive, couldsites. That can include The Wall Street Journal on PointCast. be synergistic, depending on the city and the local play. With We will not be lowering the value of our partners' brands. We respect to MSN, MSN is an aggregator also, to some degree. selected areas with really strong brands. Look at the brands we It seems to me MSN has tried to do a knockoff of many of thehave, New York Times, CNN. Think of the brands we've chosen as underlying marketing and content packaging principles ofthe tent stakes that hold the tent down when the cyclone comes. PointCast. Now you guys have a partnership with Microsoft. What's competitive at Microsoft is MSN, so our brand is going Please articulate to me the partnership/rival/competitor aspects.to be competing with the Microsoft Network; you see their TV Microsoft is a big company with a lot of different groups. Asads all the time now. We've anchored our tent down with some opposed to the way some other companies view Microsoft, Ipartners that I am not going to devalue. Even though I'm not divide Microsoft into the friends and foes. And I'm not going tomaking as much money as I possibly could off of CNN or by com- view Microsoft as the enemy. I'm sure there are competitivepeting with their brands. I'm not going to compete with their areas in there. Lets identify them and figure out a strategy. brands because I've chosen them as my tent anchors. I'm going to The first thing to understand about PointCast is what its tech-explicitly not choose other media partners because I want some of nology position is. No other company has focused on the problemthe stakes that they're in, and they end up being a competitor. we have solved, and that's necessary to be a medium. What we built What do you feel you haven't done as well as you should was an end -to -end solution, a server complex that meets a back endhave in regards to laying down those tent stakes and having that processes 10 gigabytes of ad statistical tracking. partnerships that permit you to scale up and capture rents? You didn't just b llild an ap, you built an infrastructure. We have the partnerships that permit us to scale up. The thing End -to -end. And our position on technology is we don't buildthat hasn't been done yet is the scaling process itself with the things that are already built. We're building roads out of bricks.media partners. Our million viewers are half The Wall Street Microsoft builds things that are already built. Journal, that's true, but they are 1/50th of the households that Microsoft is going to continue to build bricks that we canwatch television, 50 million. We need to get to huge numbers. assemble into bigger and bigger roads by putting the mortarWe're very pleased with where we are, but we're not slowing down between them. But it's hard for me to see in the near futureat all. As we reflect the business model back to the partners, we Microsoft building an end -to -end system that includes not onlyneed to make sure they're successful with each of their pieces of back ends, Oracle databases to track statistical data on ads,this overall industry. So that by the end of '97, '98 when you ask and market that in a box they put in CompUSA. them what they think of the Internet space, they don't answer that Microsoft's technology group is putting Internet access andit's just an experiment or a hedge play. They'll start saying, this some capabilities for push into their operating systems. We're notis a core piece of our business. Here's our print revenue and here's going to sit and say we're going to fight that, because Microsoft isour PointCast revenue, and they're pretty comparable. That a technology company we believe in. We're taking that piece andhasn't occurred yet and it's a challenge to make that happen. making it anther outlet that people can view PointCast through. PointCast was the first of the Internet companies that, By the end of this year, how do you want the perception ofinstead of selling a banner or sponsorship, could go to a tra- the brand PointCast to evolve? ditional media buyer and speak in the language of reach, fre- The dream is for that person at Mobil Oil to be able to walk upquency, impressions. You want to talk CP M s? We can talk February 3, 1997 http://wwwadweek.com IQ/Page 23

growth of the company. It was critical, and I think this is unusual in the Internet space, for us to find a business model and the "We could have not had advertis- product and approach at the same time. What that has afforded us is real revenue coming in off the product, and now I can afford to invest more heavily in its long-term growth. ing, and we would have all the Will advertising be more important to you or less important to you in two years? It will be more important to us. The asset is becoming more same people using it but we and more salable to advertisers because when you have 10,000 viewers not a lot of advertisers care. When you have 500,000, a lot wouldn't be making any money." of advertisers care but you can't demographically chop it up. When you break into the numbers we're in, we now price points all over the map for what you can buy on Point - Cast. We're addressing demographics far broader today than ever before. Do you expect a significant portion of your revenue to come from commerce? Commerce I divide into two pieces: commerce, meaning people are paying us for the use of PointCast, one way or another. So I look at a subscription -based model as commerce. It's not traditionally how people think about it, but there is going to be content that has never been made available for free anywhere that we're going to make available on Point -

Cast if you subscribe to that content. ...And, on a pay -per -view model, there are products you can deliver immediately: content can be downloaded, software can be downloaded. What's your big fear? What we always keep our attention focused on is the execution against the opportunity, and can we build the defensible strategies and ownership position that we clearly deserve and ought to have in this space? Content is key. You warn that Microsoft is going to be in our space. They are, and the reason why I think this is different than maybe some of the other wrecks on the side of CPMs. Just pretend we're print, but we're print that's on athe highway when Microsoft got in their space, is we're playing million desktops. How important was that? by the media space rules. Content allows for multiple large net- It was critically important. When we designed the product andworks. ABC, CBS and NBC all exist. If [you] want to watch Let- then the business model and launched it, that was not done in aterman, you watch CBS. If you want to watch Leno, you want vacuum of knowledge in that space. I cannot take credit for theNBC. If you want to go and see NBC, you're going to go to design of the business model and that piece of our business. It wasMSNBC. If you want to see CNN, you're going to tune in to Point - from bringing in experts like Anna Zornosa who know that space,Cast. Content allows a differentiation of product. know how to speak the language of the different media buyers. I don't want to say our business is a hits -based business where if Do you ,find any irony in that, PointCast is genuinely innov-we go out and get a program like Friends or Seinfeld we could pop ative at several dimensions yet the key to your initial success wasto the top, but it has that nature to it. If we started slipping in view- how compatible you were with other traditional media metrics?ership to Microsoft, all we need to do is find some creative person Absolutely. When you say success, I think we could have beenwho finds a new twist on creative content, and have an exclusive successful taking the approach of not having any business model,position in that on PointCast, and the ratings switch back over. It's not putting advertising there at all and just building a great prod-a different set of rules than me trying to get my software on a [good uct from a user perspective. And we would have all of the sameshelf at] CompUSA. Microsoft can knock me out of CompUSA six people using it but we wouldn't be making money to fund theways from Sunday. I'm playing by a different set of rules. IQ/Page 24 http://www.adweek.com r February 3, 1997 Count Th

our digital strategy involves tons of

Internet users viewing your World Wide

Web site. They'll find out about it, you

figure, from advertising banners placed

on third -party sites around the Web. But

how do you know enough consumers are

seeing those banners? How do you know

the sites' audience reports are correct?

On the Web, one site's hit is another site's impression. To some Web executives,

the two are separate and unequal, referring to different actions at a site.

Many counters, auditors and other measurers clamored onto the scene last

year in the hopes of reporting Web site traffic, so more advertisers could com-

fortably hang their banners in cyberspace. What they've done, though, is

create a second -level cacophony. Their biggest problem (and yours): too many

ways to count and not enough definitive language.

This year will likely bring some order and uniformity to the diverse

measurement field. Right now, no fewer than 10 companies claim status as "mea- nizations, the Coalition for Advertising Supported Information and Entertain- surers," each with different terms of measurement, and that's not counting all the ment (CASIE) and the Advertising Research Foundation (ARF), will meet homegrown tools produced by media sites and new media agencies. Two orga- with the new media industry this year in

The trackers: Playing the numbersgame February 3, 1997 http://www.adweek.com IQ/Page 25

I/Pro Two years ago, Internet Profiles Corp. burst onto Q the scene as an audience Web tracker-and then it stumbled. In 1996, the San Francisco company went through four rounds of layoffs. Its fearless leader, founder Ariel Poler, stepped down from day-to-day duties (he's now an advis- er). And Mark Ashida, the chief executive enlIn officer hired to run a company that pos- sessed ideas and technological expertise but very littlebusinesssense, has announced his intention to resign March 1. (Dave Garlick, executive vice president, interactive business development at Poppe Tyson, Mountain View, Calif., has stepped in as chairman of the board.) Even support from Nielsen Media Research, which brought I/Pro prestige in the minds of new media and traditional advertising executives, seems to have diminished. Although two of I/Pro's services are still calledNielsen I/Count and Nielsen I/Audit, the broadcast research company's initial investment now represents less than 5 percent of I/Pro. What's more, clients complain of untimely delivery of audit reports, which may be the result of management turmoil. Even with its faults, two -year -old I/Pro remains the most widely recognized name in Web measurement, the first to attempt to report valid demographic information on users, based on a universal registration site called I/Code. After the service peaked at 850,000 registered users last spring, I/Code failed to capitalize on its early momentum and was eventually dropped last fall. Intended to report on individual users' paths on the Web, I/Code required a large number of client sites to be successful. Some 100 sites currently use the I/Audit service each month, according to Bob Ivins, vice president of marketing at an attempt to settle on standards and toWhat follows is Adweek's field guide ofI/Pro. Industry observers say I/Audit is help advertisers make real comparisons."traffic cops": third -party services, mea-not technically an audit, since it collects Yet before any recommendations cansurement software developers and audi-and counts the data. Ironically, I/Count be implemented, marketers will need totors, all promising advertisers the solutioncould also be considered an audit since it know which measurers to use-and why.to defining measurement on the Web. only counts a sample of traffic data-hits of Web site measurement. By LauraRich 0 IQ/Page 26 http://wwvv.adweek.com February 3, 1997 r

www.doublecivck.netDoubleChcm Advertise throughout the entire Network, by user interest category or on individual sites. that are recorded on a log file-locatedstarted his first company, educational PREMIUM SITES on the site's server. Sites may use anysoftware maker MicroGrand, at age 13, AltaVista Search Quicken Financial Network counting method to be audited by I/Pro.says NetCount was conceived in anticipa- Dilbert Gamelan Java Directory I/Count details how long users stay attion of on-line commerce. "It just so hap- Macromedia a site, the number of visits to each pagepens that 95 percent of the Web deals Travelocity Billboard Online and the "clickstream," a term that referswith advertising right now," says Grand, USA Today Online US News Online to the previous and subsequent sites vis-who sits on the board of Digital Planet. ited. A small piece of software is installed To this end, AdCount, released last BUSINESS & FINANCE Quicken Financial Network on the site's server to send this data tofall, is designed to recognize any type of Fast Company Advancing Women I/Pro, where researchers file that a site designates as EDGAR Online run number -crunching pro- an ad. This way, sites can lnvestorsEdge FINdex grams. I/Audit verifies the accept animated ads, inte- N ETworth PC Quote number and length of Web grated advertising and even Stockmaster site visits by users. Often beyond -the -banner ads that CompaniesOnline Wall Street Research Net these visits are counted by make it more difficult to tell

TECHNOLOGY & THE INTERNET I/Count software, which whether an ad is on a page Ditbert can be manipulated by sites or not. By searching for Gamelan Java Directory Macromedia so that reports emphasize these "objects," as Grand McAfee Computer Currents Interactive specific areas of interest. calls them, AdCount can Diamond Multimedia Systems Now, I/Pro intends to The prob- track users' David Strom's Web Informant behavior, Inguiry.com increase automation of its whether they simply viewed OMICRONet PC Win Resource Center services and concentrate lem? Too the ad on the page or actu- Price Watch on establishing a revenue ally clicked on it. Web Developer's Virtual Library Win95 Magazine stream for Netline, a data NetCount does not yet many ways SPORTS, TRAVEL & LEISURE analysis tool released in boast the largest sites on Travelocity December. The firm also Total Baseball the Web, like I/Pro does, Just Sports for Women plans to form new partner- to count butmany advertisers ALLSPORTS Sporting News ships to complement its familiar with both compa- StarChefs ongoing relationships with nies Fashion Mall preferNetCount, Fashion Net intelligent agent software and not pleasedbyAdCount's Books that Work maker Firefly, ad sales tamperproof approach. ENTERTAINMENT network DoubleClick and Billboard Online enough Blockbuster Search ad management software Interse The GIST The DJ Network maker NetGravity. Interse targets the do-it- World Wide Music defini- Electronic Urban Report yourself crowd. For a fee of Cummings Entertainment Network NetCount $695 to $6,995, depending on The Globe Internet Movie Database A distant second in terms of tive site size, you, too, can be a VDOnet namerecognition,Net - Sega Online Web -sitemeasurer.Just WebStakes Count, Los Angeles, is still installInterse'smarket United Media Comics language, Doonesbury I/Pro's closest competitor, a analysis software and let the Virtual Comics counting service that col- number -crunching begin in srDIRECTORIES, SEARCH ENGINES & lects site data and crunches the comfort of your office. AltaVista Search GTE SuperPages it back in the office. The difference Interse, a typical computer chip -head GTE Access Pages between the two services: While I/Pro People Find company, focuses on making data mining Road Maps uses a sample of log file data from a site,more complex on the back end, where it Open Text Index Ecola Directories NetCount installs its own software, whichcollects the information, but easier on Internet Address Finder records the same information as a log file. JobTrak the front end for the user. Founded in MapOuest The info is electronically transferred to1994 by Terry Myerson, a former engi- MindSpring NetCount every day, where larger com-neer at the U.S. Environmental Protec- NEWS, INFORMATION & CUL puters process traffic patterns into orga- USA Today Online tion Agency and Kubota Graphics Corp., US News Online nized reports for the site's administrators.the Silicon Valley company is a top name The Atlantic Monthly Jerusalem Post Chairman Paul Grand formed Net -in the field of analyzing site traffic data. Law Journal EXTRA! Count in 1995, after launching content More than 1,500 companies, including Salon Chat Planet creator Digital Planet with Josh Greer aDisney Online, The Wall Street Journal You First Visit www.doubleclick.net for year earlier. The 28 -year -old Grand, who as of 1/16/9 info and a link to each site or Interactive and TN Technologies, use 2:15 PM call 1 888.727.5300, code dc129. How to create effective online campaigns

r pc user - financial industry - athlete

Are you aware Frequency & Banner Burnout. How many times someone see youracilliPewand your message doesn't have an impact. of the Internet'srketing potential? Marketers were faced with 01.111rany and you're wasting money. After the fourth impression, a similar question about TV fifty years ago. They realized the ad banners burn out and average response rates drop under 1%. potential and used moving pictures to inform and influent To ensure strong response, you should control frequency and audiences. The Web has introduced a new set of communi ation rotate banners in a series. tools. Interactive, multimedia tools that build relationships and strengthen brands like never 6efore. Below are fcle factors that Content. Placing an ad on a site that has relevant content will influence the success of an onlin&campaign. almost always result in higher click -through and more effective branding. Select the Web pages, sites or editorial your banners Targeting. A brilliant ad that's not see ght audience is appear within. Editorial Targetingsm assists media planners useless. On the Web, you can target indivii ere is no waste. by transparently scanning millions of Web pages. Ad banners DART', a patent -pending technology, delivers as ners to your are dynamically delivered to pages that match your criteria. most likely prospects and demonstrates the results online, A planner's paradise. real-time reporting. Target marketing has never been so precise and so cost effective. The potential is yours to realize. Let's see what you can do.

Creative. Developing effective ad banners on the Web is a The tools that are setting the standards for online advertising are challenge for even the best creatives. There are many nuances. being created by DoubleClick. To find out more about how you can TestIt!sm is the first service to evaluate banner creative before effectively reach your customers online visit www.doubleclick.net executing a complete advertising schedule. Within 48 hours you or call 1 888.727.5300, code dc129. can see which ads achieve the highest response.

L Building one-to-one relationships millions at a times' www.doubleclick.netDoubleCliat IQ/Page 28 http://www.adweek.com February 3, 1997

Interse's software, which is generallyofficer Bob Page, who most recently over-categories outlined by the site. To verify accepted as a top in-house tool. But fewsaw network management and advancedinformation, BPA researchers distribute media sites sell ad space solely based onnetwork applications at Sun Microsys-e-mail to registrants. Interse's traffic numbers. tems. Accrue's board includes Mark Weeding out hits from employees of Released in December, market analy-Kvamme, chief executive officer of CKSthe site or affiliated companies, BPA sis 3 visually maps site layouts and re-Group, and Jonathan Nelson, chief exec-tries to get a better sense of whether enacts users' traffic patterns throughutive officer of Organic Online. targeted audiences are driving the traf- the site. The software also integrates Though Accrue's distinctiveness lies infic. A BPA audit can separate out these data from other sources, combining Webthe way it observes Web site traffic, thegroups because of domain names and IP site information with, say, psychographi-company is hoping to be more than aaddresses. (Domain names appear at the cal Scarborough research. Or, sites cancounter. "We want to be an analysis tool,"end of e-mail addresses and refer to the merge Interse with any managementsays Roy. In the future, Accrue intends tocompany through which a user is brows- tool used to serve up pages and banners.build its capacity for data warehousinging the Web.) Audits are made public "The quantity of data was overwhelm-(storage of traffic information) and looksonce they are completed. ing," admits Myerson of early versions ofto expand its line to include products for BPA's move into the interactive arena market analysis. "Now, people furtherad agencies. wasinitiallyheaded by president away from the Webmaster are using it." Michael Marchesano, but the company is All of Interse's data is based onBPA & ABVS now run by Ben Saitz, manager of inter - "hits," a term now rejected as a mea-At this point in Web measurement standard because a page maysurement, many media receive one hit or many from the samebuyers are unconcerned user, which in no way reflects the num-with the specific measure- In the ber of eyes that may have actuallyment system each site viewed the page. However, Interseuses, as long as something looming processes the number of hits, notingis employed. Media buyers, where they took place on the site andhowever, do care about who were the surfers to demonstrate thehaving some independent shakeout, audience's interests. verification of the num- Interse's main strength? Flexibility.bers. That's where the technological The company can analyze an unlimitedBusiness Publications amount of site traffic. Software countersAuditandtheAudit often ignore traffic if it surpasses a setBureauofCirculations Darwinism will limit. It can also crunch data into morecome in. than 1,000 categories, even while users The New York -based decide who counts, travel through a site. BPA has been auditing print publications for 66 Accrue years, mainly for the busi- Last fall, Accrue emerged with Insight,ness press. In the hopes of bringing someactive auditing. Saitz developed the a product that tracked, counted and ana-consistency to the use of terms and aaudits for site -specific reports, like the lyzed Web traffic. But unlike Intersethird -party check to counting, the BPAone for d.comm and advertiser -centric software, Insight sits at the network lev-launched BPA Interactive last year andaudits, which track exposures to ad ban- el, away from the server, where it canfirst tested its audit on d.comm, a siteners on third -party sites. tell whether a page was delivered intact.owned by The Economist Group. The While all measurement companies Accrue, in Mountain View, Calif.,audit showed traffic size and demo-have sought to spread the gospel about reports on basic traffic information, likegraphics provided by registered users.their services and create the necessary how many people were at a site andThe report audited the informationindustry buzz, the BPA hosted meetings which pages they saw, but it also noteslogged on the site's server. early in the game to discuss Web how quickly pages were delivered. A BPA audit electronically collectsmeasurement, showing general support Insight records site information andlog file data from the site on its own.for the industry. Advertisers like AT&T processes it instantly, letting clientsAuditors check the data daily and areand agencies like N.W. Ayer have since view site activity live, either from theadvised to watch for unusual fluctua-jumped on board. main server or remotely. tions in traffic, as a check for log file The Audit Bureau of Circulations' Headed by former McKinsey & Co.tampering. Reports show the total num-Audit Bureau of Verification Services executive Simon Roy, the company pro-ber of users, how many ventured to eachcompletes the other half of a tug-of-war vides technology expertise via chief techpage and user profiles broken down byover auditing standards on the Internet.

L Womenonthe Web

The Schaumburg, Ill., company believes the most accurate audit is achieved through capturing traffic data using its own software and then comparing that with a site's own counting method, whether done with an outside service or an internal piece of software. It contends this process works best to guarantee against any manipulation of a log file. Formed by the 81 -year -old Audit Bureau of Circulations in 1995, the ABVS division is run by Evelyn Hepner, director of marketing at ABVS Interactive. Hepner has spent seven years with the company, most recently in circulation database dissemination, which involved launching the company's first CD-ROM delivery of data. Ten people currently work for ABVS, and there are plans to increase staff, Hepner says. 0 ABVS-audited sites are monitored by software sitting on the server. At the 0 end of each month, data is gathered and sent to ABVS, where it's verified and turned into reports that include page impressions and visits. ABVS also We've captured their attention. relates daily traffic patterns and details activity on a site's 50 most heavily trav- eled pages. Ad -specific information Every month, nearly a million women mainly centers on click -through. Each audit costs $400 to $1,500, visit the HomeArts Network. depending on the size of the site. ABVS has 35 clients, including Hachette mag- For Ideas. Interaction. Inspiration. azines, search engine Lycos and push technology company PointCast. For Recipes. Gardening. Health Relationships. When all is said and done, the Web ashion Decorating. Entertainment. measurement scene will likely consist of a handful of players. "I think there will be a shakeout; three or four will emerge," says Sue Kaufman, executive Shouldn't they see your ad message, too? vice president at New York's Media Edge. "I hope it's more than one. I would hate to see a situation like Nielsen." Apart from recommendations from CASIE and the ARF, technological Dar- Ho-smeAitia winism will determine who counts and who doesn't. The companies that can H break down log file data in many direc- http://homearts.com tions instantly, whether outsourced or in-house, will survive. If the measurers The online home of Redbook, Country Living, Good Housekeeping andPopular Mechanics ever agree on the definition of standard terms for Web activity, the time may be To Advertise Can Corey Friedman at 212 649 2913 cut in half. Then, quality and scope of reports will matter the most. HEARST NEW MEDIA & TECHNOLOGY IQ/Page 30 http://www.adweek.com February 3, 1997

IF/THEN These Web sales are not as predictable or straightforward as they appear, the sex trade excepted. The psychology of Web buyers is Q vaguely understood, the analytical tools and AISLE frames of behavorial reference scarce and uncertain. It's much easier explaining what doesn't sell at the moment. Packaged goods of almost any stripe. Big -ticket items like cars, for which customers like to kick the tires; moderate -ticket items like clothing that depend on taste, whim and a real, not ANALYSIS electronic, waist size. In short, any low -preference commodity that is bought simply at a cheap price and with great frequency, Attention, E -mart or a luxury or a necessity purchased with relative difficulty shoppers: Why are you and consideration (some of which can be done on the Web, but the actual cash is still forked over in the store). buying? By Eric Garland The best-seller sites are harder to interpret. Take the case of amazon.com, hailed as a model for the future of retailing. A Web - only bookstore, it promises a million titles, dwarfing even the superstore chains. Heavy-duty and casual buyers swear by its Let's call 1997 the year of the transaction. Forget the hullabaloospeed, depth and functionality. Yet a backlash has begun against over advertising on the Web, subscription models for e-zinethe amazin' amazon. The critics (not all of them rival booksellers, publishers, the how -many -clicks -on -the -head -of -a -PIN debates.although Barnes & Noble is preparing its amazon -killer site) Those arguments will rage on and on, with relatively fewnote that its superior selection is more image than substance; revenue dollars along for the ride-as opposed to the tremen-amazon's virtual warehouse is just that. Its on -hand stock is dous sums incurred on the cost side of the P&L statement,mainly the best sellers and other books in current demand; any which will cause a shakeout later on. other requests are filled the way your The real action to watch on the neighborhood book merchant does, Web will be the virtual cash registers through a distributor. Its prices are ringing up actual sales. Most analysts not necessarily lower than the dis- of Web merchandising figure that counters. And its service delivery time $500 million or so was spent in 1996; varies along the mail-order spectrum, that total will leap ahead this year, on from a welcome couple of days to a its way to $5 billion or more by 2000. frustrating few weeks. As Sen. Dirksen used to say, a billion So what drives amazon's success? here, a billion there, pretty soon Try clever, sustained marketing. Its you're talking real money. Secure site is well designed and navigable for transaction software is falling into the low -glitz, highly personal world of place; truly useful, as opposed to books. It builds customer profiles by inconsequentially provocative, appli- preference with each visit, recom- cations for the Web are coming out mending titles within categories and fast and furious; FedEx and UPS sending e -mails to prompt browsing. shippers are on round-the-clock duty. Most important, it gives the customer The Web's transactional powers a sense of power over the entire retail are lifting the veil between consumer transaction, from initial entry to ran- and consumed, between order placed dom search to final selection and and order fulfilled. Just as the auto- ordering. This lure of totality, of solip- mobile, telephone and airplane short- sistic shopping, applies to the pur- ened the cycles of human commerce chasers of CDs, computers, airline and relationships in the first half of the century, the Web istickets and other currently hot Web goods. Not only is the cus- collapsing the most basic state of economic relations-buyingtomer always right, the customer is, in effect, all there is. The and selling-as the next century starts. The shortest distancemerchant is a mere enabler, working quietly in the background. between two consumer points is a straight Ti line. At first glance, Web buyers may seem practical; at second Yet take a closer look at what exactly is selling on the Web, glance, irrational. At third glance-which is where ad U and why. Books. CDs. Computer hardware and software. Sex.agencies can play a vital role-the Web consumer is a complex Travel services. Information, in small, discrete doses. Servicesmix of motivation, persuasion and gratification. The lesson for that tap into dynamic streams of real-time data: Sabre airlinenew media, borrowed and updated from the old media: Watch reservations, American Express charges, brokerage accounts.what consumers do, not what they say.

L "If theycan put awarhead down the chimney ofaterrorist who needsa spanking, why can't I targetmy Internet banners better?"*

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* Actual conversation between a product manager and a media planner overheard in a San Francisco coffee shop. not just for serious topics, like investment on Usen = .. - banking advice (although you can find some Let's say, it excellent tips on the stock market, there are for a fries G314639763 A often posts from knowledgeable investors track dow living all over the country). Deco I al.;01. But how would you utilize Usenet for Just pep more everyday information? Let's say alt.marke " you're looking for an unusual gift for a serious friend. You can use the newsgroups to track advice down just the right present. An Art Deco excel lamp, for example.Just peruse the Mark posts on a group such as knowledge alt.marketplace.antiques. Simple. country). B And that ease of information gathering wonder?Fc s Seei fy theY-masn applies to just about any topic that intrigues North wit,c)1_1.0* you. From European travel and tour tens-of-thA recommendations to finding out the bestaccessed way to upgrade your PC. "Anything which almost every has shared interest has a newsgroup," New En comments an avid user. "If people want to another Us talk about it, it's on Usenet." welcome t But how did all this start, you may Carolina wonder? Fifteen years ago, academics in share info North Carolina wanted to develop a simple modem. Half the way to share information. Using the most Usenet basic of modems and telephone lines, and engine; just three computers,they created Usenet, 200,000 L short forUser -Network.Now 20,000 500 mega'. Internet isn't newsgroups are accessed across the world tech save and discuss almost every topic imaginable. page no "It's like a global cocktail party," says growing. all you're another Usenet regular. "And everyone is Inforr welcome to join in the discussion." about Steve Madere, president of Deja News, a Europea.. Usenet -only search engine, estimates that to findinc, there are at least 200,000 Usenet postings PC. "An, missing per day-around 500 megabytes of articles a newsp (to those of us not tech savvy, that's about people if your ads don't reach the millions of people interacting on Usenet. 500 copies of a 400 -page novel), and the We ey, You're missing out on selling to this enormous and important market. number keeps growing. write this Usenet is where millions meet every day to discuss everything from Part of the reason for the astounding web (w travel tips to the hottest new games. Compare stock prices or car growth can be directly attributed to Deja discover deals. Even review the latest software or the most popular movies. News. This web -based Usenet search Searches Deja News,the premier Usenet search engine, offers those people engine offers a powerful and easy way to author, or easy and instant access to over 20,000 newsgroups. And with the GlobalTrack ad placement system, Deja News offers advertisers an browse through the billions of words posted. results are effective way to reach them. Making every dollar work harder with As equally impressive is Deja News' Deja Ne unprecedented controls for targeting your schedule. substantial archive. The company archives giving it So, don't be torn on what to do. Call Deja News today. And tap into over 20 months of Usenet articles, making it other Caro the buying power of this powerful audience. In the Usenet one of the largest databases available to way to sh community-the other half of the Internet. the public today. basic of "It's an incredible and growing resource created U. for information," continues Madere."And Part of the Deja News'simple -to -usesearch is, in fa. capabilities allow for fast results." Usenet What he says is true. We explored Deja easy w News ourselves to write this article. Look words pos forDeja News on the web Deja Ne (www.dejanews.com) and you'll discover unheard o VERY, VERY, VERY targeted advertising. a very user-friendly search engine. Searches "The r (512)451-0433 [email protected] http://www.dejanews.com MEDIAWEEK February 3, 1997 http://www.mediaweek.com PAGE 21

WASHINGTON Alicia 1Vlindy Is Anybody Out There? We begin today's columnNew York City, forcing the N.Y. hierarchy to spend The Fox News with two versions of thetime and resources on that problem. To add insult to same philosophical ques- injury, Fox cable news hasn't had an easy time getting tion: If a tree falls in the its national news packages on the air on its sister sta- Channel has had an forest, does it make a noise? tion, Washington affiliate WTTG, Channel 5, or as If Fox News Channel breaks most Washingtonians call it, "Fox." a story, well, uh, does it There's certainly more than impact in make a noise? a little competition at play The answer to both queries falls into here. As one Fox cable the realm of metaphysics. Think of it news producer explains, Washington-at as a qualified "Yes." "I understand how Fox News Channelisthe [WTTG] feels. For Rupert Murdoch offspring that years, WTTG car- least among the was Christened with great fire- ried Fox on its works and was then caught in back here." The the crossfire of media moguls, station was the few people who politicians and establishmentar- onlyproofto ian gamesmanship. It has a folksin Wash- super Washington bureau, a ington that Fox can get it credible star in Brit Hume and, existed. "And at least recently, a relatively politicians are smooth operation. Its Inaugural used to seeing Day coverage inaugurated its first WTTG doing nation- big Washington story without major al stories and consid- technical glitches and miscommun- ications with New York. So it has a lot going for it. Unfortunately, few people know this because most people can't get it. This is a small catastrophe in Wash- ington. Narcissism is the religion of politicians here. They like to see themselves. They watch the stations that show them. Networks they can't watch simply don't exist (metaphysics is pretty black and white for politicians). So is Fox News Channel for real in Wash- ington? Well, it will be carried on the Senate cable feed very soon. And then on the House feed. And though it's not in the East Wing of the White House yet, you can pick it up in the West Wing on D.C. cable. And it's going into the Pentagon. Maybe someday, the D.C. suburbs of Northern Virginia and Mary- land, where most of the politicians and news junkies live, will get the Fox News Channel. Butright nowit'san uphill battle here. It doesn't help that, as anyone knows, Fox has also been shut out of PAGE 22 http://www.mediaweek.com February 3, 1997 MEDIAWEEK

WASHINGTON

ering them part of the local news." correspondent Brit Hume. Considered one of the few The result has been that politicians looking tounbiased (some say conservative) journalists in the spring a story or tell their tale call "the big three net- Washington milieu, "Brit has earned his reputation works, then C -Span, then CNN, now MSNBC. And as a tough questioner and very thorough reporter," of course, Channel 5 [WTTG]," says a staffer in thesays a former colleague at ABC. "I think it was a loss Senate Majority Leader's office. But what about Fox? for us, but there was almost no place for him to go but up. It's a great coup for Fox." Hume's reward (besides money) is the "I want to do commentary...thoughtful pieces that people of managing editor title, and some independence. He does half-hour segments daily at 4:30 (right after CNN's Inside Politics), he either political persuasion can listen to." -Brit Hume anchored Fox's Inaugural coverage, and he now appears on Fox News Sunday. "Yes. We call Channel 5." He pauses. "Oh, that Fox. "I want to do commentary-analytical, not edito- Yeah. We've started calling them, too, I think." rial commentary. I think it's harder to do analytical What a start-up. No place to hang your hat and a commentary, thoughtful pieces that people of either serious identity crisis at home. But, inspired by (or political persuasion can listen to," he says from a cell anesthetized with) an optimism that only a Rupertphone on Capitol Hill. "I'm not here just to give my Murdoch organization can display with a straight opinion," he adds. With most Washington news peo- face, the Fox cable news national bureau in Washing-ple, opinion is a sacrament. But Hume says it like a ton is putting out some surprisingly good shows. four-letter word. First, they have just grabbed ABC White House There's another Hume at Fox. Kim Hume, the

while, ABC just lost Brit Hume and Gar- rick Utley. And as The Wall Street Jour-

Below the Beltway. nal reported (in a piece that didn't sit well with ABC's Washington bureau), it ast week CNBC's Hardball, hosted Sawyer, once a 60 Minutes corre- doesn't quite seem to know where it's by Chris Matthews, devoted an spondent, now hosting Prime Time Live going. They need a star, too. entire program to the subject of the on ABC, is being wooed by her former Sources at the nets say the issue with courting of Diane Sawyer. That's bosses as CBS, by Fox's Rupert Mur- Sawyer is the job, independence and because, as former CBS News president doch and by her current contract hold- power, not the money (although, says Van Gordon Sauter said on the show, ers at ABC. The whispered bidding one reporter, "Since it's one thing guys the issue is more than Diane-what she price hovers between $10 million and understand, there has to be money on does (or doesn't do) affects the future of $12 million (she's making about $7 mil- the table to show that she has power. ABC News, CBS News and network lion right now). That's all they'd understand.") news in general. Sauter indicated that Sawyer is need- One reporter who knows Sawyer well ed by all three nets-"CBS has no back- says that the only problem with an up anchor," for example. There's not anchor spot is that "Diane's forte is not much bench strength after Dan Rather live TV, and she knows it...She doesn't for the CBS Evening News, and he will put herself in positions where she can be eventually step down. If Sawyer wanted confronted with something she isn't pre- to be the first woman to host the pared for, where she can be asked ques- evening news solo, she'd probably get tions she can't answer. She's very careful that slot there. that way." She may just want to stay at But CBS isn't growing old alone. "All ABC with an enhanced version of Prime the major anchors are nearing retire- Time and better specials. ment, and it's a youth game," says a All this leaves the news operations major network producer who has had and reporters at CBS and ABC trying input in the courting of Sawyer. "She is to plan their future around an uncertain the future if she wants to be." For exam- factor. A White House communications ple, ABC anchor Peter Jennings is finally aide says, "Serves them right. They beginning to show a few wrinkles. Mean - speculate openly about whether we'll keep our jobs, be moved aside for new In the network news game, stars, all that crap...Now they know Diane Sawyer holds all the cards what it's like." Stand Back! homes.* reaction of 7.9million new short month wehad a chain growing In just one Not only are wethe fastest keeps booming. And our momentum network yearafter year.** anywhere,* but we're atop 5 rated kids like no oneelse can. cable network formula to deliver We've got the 40mzuserf* NOM TOTALLED

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' Nielsen Media Research. Jan 97 Cartoon Network U.E 31,803,000, Feb 97 Cartoon Network U.E 39253.00f -111) Nielsen Media Research. Total Day HH RTG, 1993, 199,1, 1995. 8 1996 averages Qualifications available upon requeSt. TM and 0 Cartoon Network Inc A Time Warier Company tit Righ s PAGE 24 http://www.mediaweek.com February 3, 1997 MEDIAWEEK

WASHINGTON

Washington news director and deputy bureau chief, by an in-house estimate. Ailes himself does the left ABC to help start up the Fox operation ontracking. Aug. 12 last year, just in time for the two national Also on the positive side, a competitor in the cable political conventions. Her first battle was getting Fox news biz says, "They've made us pay attention. Look accepted into the White House pool. The network at their, graphics-the Chyron (brief tickers running was due to start airing in October, a month beforeat the bottom of the screen to tell the viewer who has the presidential election. As she says, "I had six just surfed in what's going on). The boxes. They have weeks to get it all going here." added things we have to do. Logistically, the start-up was a little uneven. New "And," he says, "they label reporting and com- York, for instance, was not on the same wavelengthmentary. That's good. They deserve credit for that." (literally as well as figuratively). There were a few "That 'fair and balanced line' is a marketing tool, I know," says one Fox producer, "But we take it very seriously here. It comes up in I On Inaugural Day, "New York let us do what we wanted every news meeting." George Case, vp of news -gathering in New York, says, "Fair and balanced is to do." Fox News Washington deputy bureau chief Kim Hume what's going to work for us. And people are just waiting for us to go too far to the right, occasions when New York, handling the actual pro-so we have to make a point of being in the middle." duction, failed to pick up the Washington feed. "We don't do stories to show just one side," Kim Furthermore, Fox affiliates did not preempt regu-Hume explains. "We don't cover Washington "defen- lar programming for election -night coverage-surelysively"-covering our tails instead of covering the a sacrilege in Washington. Roger Ailes, chairman and news. We don't do a story just because we're afraid ceo of Fox News, said in an earlier interview, "I went The New York Times will run it on the front along with that (decision) as a team player. In retro-page...We don't make news judgments out of fear. Or spect, we might have done something different." But fear of being beaten. That's the way you can become a Fox news channel employee says, "Hey, technically, at another network. This is a different atmosphere, a election night was a disaster. I'm glad we weren't on different mentality." (the affiliates)." There's a good reason for that. Many of the Fox Fox may have turned the corner on Inauguralnewsies bear war wounds from other networks. Day, however. "New York let us do what we wanted "Kim got burned other places," says a Fox producer. to do," says Kim Hume. "We kept it clean and sim-"And so her attitude is, 'I won't treat anyone the way ple-didn't hang cameras from every building, did- I was treated.' We huddle together with our bad n't try anything fancy." And it worked. memories and swear things will be different here. What else works? Besides Hume, Fred Barnes,And they are." editorof The Weekly Standard,and newspaper Finally, there's Fox News Sunday. Senate Majori- ty Leader Trent Lott says, "I never miss it." And he's not the only politician watching Finally, there's 'Fox News Sunday'. Senate Majority Leader Trent regularly, because the show is simulcast on WTTG. It's still mostly in last place (sometimes tied with CBS' Face the Nation). But Lott says, "I never miss it." And he's not the only one. it draws A -list guests. And these days, it makes news. Lott used the show to say that columnist Morton Kondracke, both regulars on TheFederal Reserve Chairman Alan Greenspan should- McLaughlin Group, are regulars on the 4:30 newsn't think out loud. telecast. The Cavuto Report and Mike Schneider's "In Washington," Kim Hume says, "People in newscast (5 and 7 p.m. respectively) are very good Washington know the way to communicate with each and "edgy." Neil Cavuto in particular could become aother is through the Sunday talk shows. We're one household name. The Crier Report, a 9 p.m. show withmore alternative way of getting their news out." Catherine Crier, is fine. But in between there's the Hosted by former Republican speechwriter and forgettable The O'Reilly Report, basically an hour of syndicated columnist Tony Snow, the show added Brit Bill O'Reilly. Then there's the Crossfire rip-off: Sean Hume four weeks ago. The results are good for the Hannity ("Rush Lite") and Alan Colmes. Nice try, program-Hume's experience shows in his questions but not ready for prime time. As a TV news produc- and his quick follow-ups. Politicians don't skate past er at a major network notes, "Their entertainment him. But he overshadows the congenial Snow. "Tony programming goes for young, hip, urban, yuppie and plays the host, and he has to hold out to some extent," black. But their news channel is the opposite." says Hume. "We will work this out. " He adds, "Life But in general, it's good stuff. And, thEy haveis about journeys, not destinations. ABC was a desti-

beaten CNN on a story 14 times (at this writing),nation. Fox-that's a journey." guesswho's #1 in prime time in Miami?

nope. WFOR-TV

nope.

nope. wsvn

nope.

yep MPF23

WLTV/23. The first Spanish language television station to rank #1 in prime time over the competition. It Works!

Source: November 1996 Miami -Ft Lauderdale NSI Prime HH Rtg/Slir (M-Sa 8-11pm/Su 7-11pm) ridaIrG On March 19-20, in Los Angeles, California-The most electrifying ways that people, companies, the public, or even your love interestcan be manipulated, influenced or persuaded, will be revealed to a selectgroup of advertising, sales and marketing insiders... WHAT WILL YOU DO WITH THIS POWER?

By Steve Dworman, President principles, they would not have created the biggest mar- ence and persuasion. He is a Regents' Professor of keting blunder in their company's history. And neither Psychology at Arizona State University and author of will you. Influence - The Psychology of Persuasion, "Among the We are in the "Persuasion Business." Barry Diller would not have paid over one million most important books written in the last 10 years," accord- Our success at persuading someone to "buy," directly dollars more than he could ever hope to recoup when he ing to the Journal of Marketing Research. affects us financially. purchased The Poseidon Adventure for ABC. He has privately shared his persuasion skills and Imagine this...what if I told you that there is a set of USING THESE TECHNIQUES, A SMALLER insights with: IBM, Merrill Lynch, Texas Instruments. explosive techniques available, developed at the university COMPANY CAN EASILY DEFEAT A LARGER Kodak, and The Stockholm School of Economics. level, that have literally proved to be the most powerful COMPANY. A WEAKER COMPETITOR CAN In fact, Dr. Cialdini recently taught the same persua- tools available for influencing, persuading, and completely OVERCOME A STRONGER OPPONENT. sion techniques you'll learn in closed door sessions of motivating someone to do something that they would have NATO to help them solve a top secret security issue! never anticipated doing? And the beauty is.. your targets will never realize that these "HIDDEN PERSUASION TECHNIQUES" Dr. Cialdini will take you by the hand and open your INC. magazine recently reported that one of these are being used on them. They have to assume that they eyes to the most startling findings in the field of persuasion techniques was used by a new catalog company to increase are being overcome by natural forces. and influence and demonstrate how you can apply them in their sales by an amazing 6000/o in only a few months! KNOWING THESE PROVEN STRATEGIES, your business. He'll also share with you the six priceless These are not theories. These are tried and true AND HOW TO USE THEM, CAN LITERALLY GEN- ways of compelling someone to "buy." principles that are demonstrable, under both laboratory ERATE HUNDREDS OF THOUSANDS OF DOL- When I personally put these techniques to work, I conditions and real life situations, to influence people, LARS MORE TO YOUR BOTTOM LINE, IN SOME was completely blown away by their power to generate entire companies, even juries, more powerfully than any- CASES, EVEN MILLIONS! huge financial gains in everything I did! thing ever before. A person who doesn't even like you can be com- Sales from my television commercial doubled - Imagine the impact you'll have on your competition, pelled to purchase twice as much from you! The secret just by rewriting one sentence within it! your customers, even your own love interest, when mt. of this Cornell University experiment will be revealed personally harness this power. My telephone sales have ballooned 257% from 1995 during this two day seminar...but to whet your appetite, to 1996, by merely adding one element to our sales offer. In just two days you'll learn to persuade, influence it involved using a single can of Coca-Cola" in a very and change most anyone through a series of remarkable specific way. In the past, my sales staff had to chase down every techniques that you can use instantly to achieve results order. Now, customers are not only pursuing us, they arc And after failing with two previous attempts, G. you previously thought impossible. GIVING US MORE BUSINESS THAN THEY EVER Gordon Liddy used this specific persuasion technique to HAVE BEFORE! Uncovered-the most electrifying set of ways that finally secure approval for the Watergate break-in. (For individuals, companies, and the public can be manipulated! your information, Liddy used the same "Persuasion For months, I attempted to negotiate a particular Ask yourself these four questions...If you don't Technique" utilized by the Boy Scouts to sell candy.) contract without any success. Putting these techniques to work, I closed the deal in a matter of moments with just know the answers, you are leaving huge amounts of money For the past 20 years, universities from around the two simple steps. on the table, and missing million dollar opportunities! world have been quietly conducting breakthrough research These incredible techniques have increased our 1. A man enters a men's store to purchase a suit and on persuasion and influence. What they've discovered sales to such a phenomenally high level, one of our chief a sweater. Which should you sell him first to make the clinically is extraordinary! The benefits to you are mest amount of money? irrefutable! competitors was forced to close their doors. An associate of mine even used these strategies to 2. What "PERSUASION TECHNIQUE" compelled Sponsored by my SDE Inc. and ADWEEK Maga- 95% of the nurses tested in a hospital to perform four zines, on March 19-20, at the Westin Hotel at Los represent himself in court. The jury awarded him the maximum amount of money allowed by law! illegal acts that were potentially deadly and in flagrant Angeles International Airport, you'll learn the most violation of hospital policy? potent INSIDE SECRETS OF PERSUASION AND In addition, by using these techniques, YOU WILL INFLUENCE ever uncovered! And you'll learn how to EASILY ELICIT COMPLIANCE FROM... 3. What specific set of information told to your cus- personally master them for your immediate benefit. tomers on the phone will compel them to purchase six Your employees DURING THESE EXPLOSIVE TWO DAYS, times more product from you? This is a proven fact! Your vendors YOU'LL BE TAUGHT BY THE TOP AUTHORITIES 4. MCI used this specific "PERSUASION TECH- IN THE WORLD! EVEN YOUR COMPETITORS! NIQUE" to compel nine out of ten consumers to switch their By using this information you will turn a marginal long distance service. How can you utilize the same principle To begin, you'll experience a rare, full day appear- success into a winner, and a successful campaign into a to reap hundreds of thousands of dollars in your business? ance by Dr. Robert Cialdini. BLOCKBUSTER. If Coca-Cola had been aware of just one of these Dr. Cialdini is the world's foremost expert on influ- 11111=111111111111111EIRMIINKIMIll- The full day you spend with Dr. Cialdini may liter- Whether you're looking to: The more people from your company who attend ally be the most important day of your business career! "MIND CAPTURE," the greater the rewards you will Increase your dollar response from your reap. And believe me, when you are sitting in the audi- But there's more... print advertising; ence getting brilliant flashes of inspiration... YOU WILL DAY #2: Dr. Stephen Gilligan is one of the world's Increase the effectiveness of your direct mail WISH THAT YOUR ENTIRE ORGANIZATION WAS foremost experts on unconscious communication. He campaign; THERE TO PUT THESE TECHNIQUES INTO PRAC- received his degree from Stanford University and current- Save thousands of dollars by learning what TICE IMMEDIATELY! ly trains doctors and therapists around the world in doesn't work in print without spending your own If your competitors attend, don't give them the unconscious communication and Ericksonian hypnosis. He money; or opportunity to master these powerful persuasion tech- is the author of Therapeutic Trances, and Brief Therapy.

Learn how to influence your customer niques...and then master you! Dr. Gilligan had the unique opportunity to personal- through your correspondence with them, in ways Space is extremely limited. Don't miss this ONE ly work with Dr. Milton Erickson for over five years. that you never thought possible. TIME OPPORTUNITY! Erickson was known as the greatest This is information that master of unconscious communica- A PERSONAL NOTE: Six years ago, I didn't have you need to have. Previously, the tion and hypnosis for over 50 years. "For marketers, it is a dime to my name. During these past six years I was Doctors from far and wide sent only way to secure it was for you personally guided by each of these extraordinary men. among the most important to attend one of Joe's private semi- Erickson their "impossible" cases. He Through working with them, learning from them, and nars costing $3,000.00. Only by was consistently able to get people information presented in putting their knowledge to good use, I prospered person- attending these two days will you to do things that they themselves the last ten years" ally and in business beyond my wildest dreams. I want learn his secrets. would have called impossible. you to have the same incredible opportunity that I had. - ALAN RESNICK, That's why I've personally brought these four remark- Many who have seen Dr. AND FINALLY, THE able individuals together for this one time only event. Gilligan work have called him JOURNAL OF MARKETING WORLD'S GREATEST SALES- RESEARCH MAN WILL REVEAL HIS Erickson's natural successor. MY PERSONAL GUARANTEE TO YOU: If for TECHNIQUES FOR GENER- any reason you or any of your staff do not find this THE Now, for the first time, Dr. ATING SALES THAT OTHERS MOST IMPORTANT INFORMATION YOU'VE EVER Gilligan will personally take you CALL IMPOSSIBLE! RECEIVED AT A CONFERENCE by noon of the first through the most powerful uncon- day, I'LL GIVE YOU A 100% REFUND OF YOUR scious techniques of influence and persuasion that have ever Joe Girard is literally the world's greatest salesman! He is listed in the Guinness Book of World Records for REGISTRATION FEE ON THE SPOT! been revealed outside the psychological community. selling a lifetime total of 13,001 automobiles - all at retail. Fee: Individuals from all over the world have paid Through powerful demonstrations and examples, he He sold a record 174 cars in one month alone. THAT'S $8,000.00 to hear Dr. Cialdini speak alone. Your cost for will show you how you can personally harness these meth- AN AVERAGE OF SIX CARS SOLD EVERY DAY! the entire seminar is only $1,495.00. ods for your own personal gain and enrichment! No one has ever come close to this astonishing sales Early Bird Discount: Register before February 28th, You do not want to miss this powerful all morning record...and there's a reason... and your cost is only $995.00. THAT'S OVER A 330/o session! Joe Girard developed a real - DISCOUNT FOR EVERYONE IN YOUR COMPANY! Once you have the theory, world system that is based on (There are additional discounts for five or more people.) the techniques, and the examples, "I f you're a sales or research, studies, and theory. This event will sell out quickly. you will learn from two extraordi- marketing pro looking Only thing is, he didn't know it THESE SPEAKERS WILL NEVER APPEAR nary individuals who utilized for the competitive edge, when he did it. TOGETHER AGAIN! these techniques to create vast He developed the system March 19-20, The Westin at Los Angeles wealth. this is it." through trial and error...AND IT International Airport. You probably know Joe - MICHAEL THOMPSON, WORKS BEYOND BELIEF! HIS Sugarman from his tremendously DISTRICT VICE PRESIDENT, SALES RECORD STANDS BY Call Julie @ successful BluBlocker R sunglass MERRILL LYNCH ITSELF! infomercials. But what you may not He'll teach you his powerful know is that long before the info- 310-472-5253 secrets in this special closing ses- mercials, Joe created an enormous to register or for additional information sion. SECRETS YOU CAN USE fortune with nothing more than a THE CONFIDENTIAL INFORMATION PRESENT- pen and paper. He has utilized print to rake in millions of TO BOOST YOUR REVENUE TO NEW HEIGHTS! ED AT THIS CONFERENCE IS LIMITED TO A HEN- dollars. He introduced the first "pocket calculator" to the Believe me, when Joe explained his system to me, I DEES ONLY. ALL ATTENDEES ARE REQUIRED TO American public through full -page ads in the Wall Street was blown away with the applications it has! This stuff SIGN A CONFIDENTIALITY AGREEMENT. Journal. He created the first electronic catalog, JS&A really works! Products That Think. And he was the first direct marketer Stop and consider the amount of money that you There are so many ways within your company to spend on marketing or putting a sales campaign into to use an 800 number to take order calls. put these scientifically developed techniques to work, action. IF YOU DON'T USE THE POWER OF THESE He has taught executives the most effective ways to YOU COULD USE JUST 20% OF WHAT YOU LEARN AMAZING PERSUASION SECRETS IN EVERY influence and persuade in print, at a fee of $3,000.00 per AT THIS EVENT, AND BE SHOCKED AT YOUR ASPECT OF YOUR BUSINESS... YOU ARE NEWFOUND POWER TO CREATE TREMENDOUS person. THROWING YOUR MARKETING MONEY DOWN PROFITS FROM OUT OF NOWHERE. Several of them went on to build $200 million THE DRAIN! companies! WHO SHOULD ATTEND FROM YOUR COM- Why would executives pay this kind of money? PANY? SPONSORED BY Because Joe actually spent years conducting thousands of Your entire senior executive staff trial and error experiments to discover the real success Your marketing staff STEVE DWORMAN ADMEN secrets of persuasion in print. These experiments alone Your sales people ENTERPRISES, INC. MAGAZINES cost him millions of dollars. His knowledge can save Your customer service personnel you at least that amount...AND MAKE YOU MUCH Your advertising department MORE! Your legal staff and deal makers PAGE 28 http://www.mediaweek.com February 3, 1997 MEDIAWEEK Magazines By Jeff Gremillion

for Kids Primary, with a 500,000 rate base, will be targeted to younger As avid readers and Minding the Kids readers and won't run ads. lime Classroom, which is selling ad space, Kids are no small potatoes these days, judging from the is targeted to junior high schoolers; it budding consumers, will have a rate base of 250,000. handful of recent start-ups, spin-offs and redesigns in the Carus Publishing's Muse, the new children's market. "Marketers have decided that you real- book produced under the auspices of boomer offspring Smithsonian magazine and targeting ly need to talk to kids," says Donna Sabino, Sports Illus- kids age 6 to 14, has already sold trated for Kids research director. "They're smart, they're sophisti-70,000 subscriptions,accordingto are worth the extra publisher Bob Harper. The premiere cated. They're helping determine household purchases." Sabinoissue, dated January '97, has been on stands all winter. An article about an attention they're says there are about 27 million 8-to-14-year-olds-aka "tweens"- archeologist who assists in murder with a combined spending power of about $17 billion, currently ininvestigations is among the features. The staff is readying its second issue, getting lately the market. Consider that data with the potential for instilling brand dated March/April. Disney Adventures, the 7 -year -old, loyalties early, and it's no wonder that launches. Distnbuted through schools digest -sized entertainment magazine advertisers and publishers are increas- to 9 -to -12 -year -olds and, until recent- with a rate base of 1 million, has been ingly interested in children. ly, supported by subscribers alone, redesignedandrefocused.Lynn Time Inc.'s SI Kids has been athe magazine has grown in circ to Lehmkuhl, vp and group publisher, leader in the market, with circulation 1.2 million since its launch in Sep-came back on board last summer, around a million (rate base 950,000) tember 1995. after leaving for a stint at rival Nick- in just seven years. It already has This month, TFK will publish the elodeon magazine. Her mission has spawned a custom publishing unit second of two special issues under- been to raise the readership demo and, most recently, a network TVwritten by Ford. The first, published from 6 -to -11 -year -olds to 8 -to -13 - spin-off. The Sports Illustrated for in early November, was a presiden- year -olds. Adventures staffers, who routinely Lam,. visitkidsin pralei.,11...1.4. IL .1 M. INN 11.resi .1111:rs their classrooms for ....1.0...m.Kon war4...an Nan. 11. 44..1.0,....e. Aft/ No WWI Namell *low owl mg research, are "infusing the book with 8Ampo ofrhergutropo... hen why I .1 .1 a.ladr.. FROM THE PUBLISHERS OF CRICKET Liatut. Aston WI, 0. AND SMITHSONIAN MAGAZINE a hipper, more relevant spirit," says *of oaxv be. all.. dorms 1,4154.115*11....a, ANY.. Onft. oar, 04 ow, .mse Lehmkuhl. "There are more pic- o tomo alt.:moo tures, bolder graphics, more enter- ". Yam pro., Anutaide olloroass ada 1 LII hum...01 al .6 tainment news and celebrities, and .... mu.... onuksi ..nd tom ...urn shorter, funnier stories." FROM ormame-1.. 0-

lag e 1.4orneNales. 0, Muse's Harper attributesthe MARS 1110 ba sildll 11a.

know growing appetite for reading among ..1µmel maw iumeo./411. Nownrot..1.. euLl fem.!. childrentotheir dot ao. mile Om. parents,baby iboGgivopo.mar iao. mod .11. gom ay Ion 0 boomers. "Baby boomers are the am. Mx, /wen V. is ellimm most educated group of people in the I* pia* mad kon,j. "O. world," says Harper. "You're seeing leo IA. kids who reflect those values."

Museseeks to inspire kids through stories on science and history Profit in Partings? Kids Show, a half-hour series blend- tial-election preview. The second will ingentertainment andeducation feature student essays and cartoons 'Marital Status': A for kids ages 7 and up, will be partarticulating kids' thoughts on what of CBS' 1997-98 Saturday -morning Clinton should do in his second term. Band-Aid for Breakups schedule. Two regular teen hosts will Ford has three sponsorship -type ads Wedding magazines are big business, be joined each week by a sports -in the upcoming issue. IBM will as most major magazine publishing celebrity guest host. underwrite a third special issue, high- companies know; virtually every one Corporate cousin Time for Kids, a lighting kids "who make a differ-has a weddings title or a title that weekly eight -pager of news and fea- ence," in April. publishes special wedding editions. tures, could be considered one of the The magazine plans to spin off But then there's the flip side of mari- company's all-time most surrPssful two new editions in September. Tune talbliss-separation anddivorce. MEDIAWEEK February 3, 1997 http://www.mediaweek.com PAGE 29

information on state divorce laws. London Calling Features will touch on what Adler Must -Reads calls the four stages of divorce: sepa- World's 'Fair' ration,divorce, being single and A compendium of The cover you see on the remarriage. Each issue willalso recent praiseworthy I March issue of Conde Nast's include a lengthy "research directo- articles: Vanity Fair will depend on ry" with names and numbers of Mark Adams ponders where in the world you see it. lawyers, expert witnesses, investiga- whether we can blame There will be different covers for tors, real estate firms and others to our bad habits on DNA LONDON the U.S., the United Kingdom whom divorcing spouses can turn. in Born Loser?, in the and Europe at large. The U.S. Potential advertisers include finan- A SPECIAL,PRI160,01 February GQ cial service providers, cosmetic sur- 11111. PORTTOLIO version featuresSeinfeld'sJulia Louis -Dreyfus. On the UK cover: geons and dating services. February's fast -paced 1,0141114411,11, First, a front -of -the - Me ,,,014 Oasis rocker Liam Gallagher lies Adler last week launched a com- with actress Patsy Kensit on a panion Web site (www.maritalsta- book section inElle. bed draped with British flags. tus.com)featuring much of the Mini -profiles and quick Europe also will get Gallagher same information. hits on food, film, sex, and Kensit, but upright and Doting dad Warren, who's near- music and politics embracing. Both European cov- ly through writing the sequel toWar make for a lively, ers highlight a 25 -page section on of the Roses,has signed on as an engaging mix swinging London.VFeditor Gray- "advisor and consultant" for his Renaissance in don Carter says Gallagher and son's project. Barcelona, Michael Kensit are the "poster children" Jacobs' bittersweet for the city's current gestalt, the journey through a city way Mick Jagger and Marianne Sharp Shoe-ers bidding its colorfully Faithful were for '60s London. seedy past farewell, in There are no foreign licenses 'Bazaar' in Step With the FebruaryConde `Seinfeld'Girl for VanityFair.Except for ads Nast Traveler and about 5 percent of the edit, Best Footwear Fare 114,4*. Hearst's Harper's Bazaar is really Nst sitotwsth.oviwore.... r. the book's usually the same 1,,d IMO MMIND a Me *iv .1 DMA around the world. toeing the line. The fashion monthly is cosponsoring tomorrow night's Michelangelo Shoe Awards at the And one Washington, D.C.-based always been broad -stroked, but peo- Metropolitan Museum of Art in entrepreneurialpublisher witha ple want specifics. They have a win- New York. The Italian Trade Com- peculiar pedigree in marital strife is dow of need, and they need infor- mission is also a sponsor. hopingit can be just as profitable. mation fast." "It's a wonderful occasion to John Adler, the happily married The first issues, which will target honor those who make enormous son of War of the Rosesauthor War- Maryland andVirginia,willbe contributions tothefootwear renAdler, says that the market is available on newsstands and industry,"says publisher Bazaar prime for his semiannual Marital through counselors and lawyers inJeannette Chang. Status magazine. (U.S. Census fig- May and September, respectively. In conjunction with the awards, ures put the national divorce rate at Circ for the Maryland book will be the February Bazaar, on stands over 50 percent, he notes.) War,pub- 120,000; Virginia's will be 150,000. now, features a 14 -page lished 18 years ago and later made Adler hopes to have at least 28 dif- photo feature by Italian into a hit film, is a dark comedy ferent state editions in print by Giovanni Gastel. The about a nasty divorce. the end of next year. spreadincludesonlythe Adler ultimately wants different Marital Status will shoes-nomodels-against versions of Marital Status to be pub-include articles and bright backgrounds. The fea- lished for each state. "There is noth- adviceondealing tured shoes will be on display at ing that exists, on a state -by -state withthe emotional the black -tie awards dinner. basis,that can help people get turmoil of divorce, as Variousawardswillhonor through the issues of separation and well as sample legal shoe designers and manufacturers. divorce," says Adler. "The issue has forms and Model -actress Lauren Hutton will be the Master of Ceremonies. Bazaarwill launch a Web site Gator-raves: Harper's Bazaar will dedicated to footwear in the spring,

celebrate shoes in print and on the Web adds Chang. PAGE 30 http://www.mediaweek.com February 3, 1997 MEDIAWEEK

MOVERS

NETWORK TV The Media Elite Scott Chastain has been promoted to director of af- BY MARK HUDIS AND ANYA SACHAROW filiate advertising and promotion services for NBC Entertainment. He had been manager of affiliate advertising and promotion services since 1995...Kaye The Little Putt That Kept the Cup Bentley has been promot- Want to see Dick shot. But in the telling, a little against last year's winner, the sta- ed to senior vp of national Robertson's face piece of him will die. tion/network team (led by Bill media for Fox Broadcast- drop? Just ask him The Putt was a four -footer by Frank, executive vp of Chris- ing, andVince Garzahas aboutThe Putt. KTVX-TV's Tom Love on the Craft/ United), to take the Cup. been promoted to director Robertson, president of Warn- final hole of the post-NATPE In the first of the two matches, ofnationalmediaplan- er Bros. Domestic Television Dis- Menchel Cup last month in Steve Mosko, Columbia TriStar ning. Bentley joined Fox in tribution, will try to play the good Orlando, Fla., and it will live in senior vp of domestic syndication 1995 from Focus Media in sport and tell you itwas a clutch media golf history. sales, beat WPWR Inc. (Chicago) California. Garza moves up The 54 -hole gm Al DeVaney, keeping Robert- from director of national Menchel Cup, an son's team alive. So it all came media, a position he had annual fund-raising down to the final match, between heldsincelastOctober. invitational that is one Sandy Lang, senior vp of domestic Also at Fox, Marcy Ellen- of the hottest tickets at TV sales for Epic Productions, bogenhasbeenupped NATPE, follows the distributor/agency team's best from senior media buyer Ryder Cup rules; in golfer, and a virtual links to director of national med- the event of a tie, the novice-last-minute substitute Cup stays with Love, general sales manager at previous year's winner. KTVX in Salt Lake City. CABLE At this year's event, The two players came to the Cal Thomashas joined the the distributor/agency final hole tied. "Sandy hits a good Fox News Channel as an team (captained by tee shot," recounts Robertson, on -air political contributor. Robertson) built up a "and Love tops it off the tee." A 35 -year veteran of huge eight -match lead Things are looking pretty good broadcast and print jour- over the first two for Team Robertson. But Lang's nalism, Thomas' Los Ange- rounds. But in the second shot lands in a sand trap, les Times Syndicate col- final round, Robert- leaving a 15 -foot uphill putt to umn appears in 450 The warring of the green: Dick son's squad came save par. Love miraculously newspapersaround the Robertson's team came within four apart; it needed to win recovers from his duffed tee shot country...At Lifetime, Kelly feet of winning the Menchel Cup the final two matches and puts his third shot four feet Goodehas been named to from the pin. The pressure is on head up Lifetime's expand- Lang as he strokes his putt...it ing West Coast develop- 'Seinfeld' Meets 'Cosmo' in New Office rolls...and it drops. ment team.Goode had "I go nuts," says Robertson. "I been vp of series develop- From "the Soup Nazi" to Helen Gurley Brown to Fuller run out on the green and hug ment for CBS Entertain- "not that there's anything progressed, more and more him." The station/network gang mentProductions since wrong with that," Seinfeld Cosmo business was transacted screams at the WB chief to get June 1991. jargon is everywhere these days. in the new offices (Fuller still off the green so that Love can Now it has even infiltrated the spends time there). Cosmo putt. And with a crowd looking AGENCIES halls of Hearst Magazines. staffers started calling the Eighth on, with a little hip -wiggle and a ChrisHess has returned to When Bonnie Fuller first Ave. digs "Bizarro Cosmo," a firm stroke, Love sinks the four - DDB Interactive as sole cre- arrived on the Cosmopolitan reference to a Seinfeld episode footer for the tie, leaving the Cup ativedirectorafterabrief scene last spring, the editor -in - that pits Jerry, George and in place on Bill Frank's shelf. stintwithEGAD!Produc- waiting and her crew set up shop Kramer against three characters Says Robertson: "I'm glad tions, a film animation com- in spare office space in the living an alterna-Seinfeld exis- [Love] made that putt. For the pany. Hess was the creative Hearst building at 959 Eighth tence. The friendly moniker is so glory of the game and the sancti- influence behind Pepsi's Web Ave., a stone's throw away from common that staffers making the ty of the moment." site...CreswellMunsellFultz Cosmo's main offices on 57th trip from 57th Street to Eighth For Robertson, it's wait until (continued on page 32) Street. As the transfer of power Ave. often announce: "I'm going next year and the Menchel Cup at from outgoing editor -in -chief over to Bizarro." -MAH Pebble Beach. -MAH MEDIAWEEK February 3, 1997 http://www.mediaweek.com PAGE 31

Elite Confection MEDIA DISH

Barbara Carlson's head is rolling around in the trunk of her car. But don't callHard Copyjust yet. This one is made of AEtE, Nimoy Fete 'Mysteries' Contest Winner solid milk chocolate. Carlson, the bombastic talk -radio personality whose show airs daily on KSTP-AM in St. Paul, Minn., agreed to chair a benefit for the Muscular Dystrophy Association as part of the St. Paul Winter Carnival Chocolate Festival "only if they cast me in chocolate." Paul SJpplee, head pastry chef of St. Paul supermarket chain Byerly's, created the 40 -lb. likeness, which was unveiled Jan. 25 at a dinner that raised $2,000 for the Muscular Dystrophy Association. Carlson p ans to auction the confection on her show. -ClaudeBrodesser

At an AEtE luncheon in New York last month Lesitad %may, host of AhF; 'Ancient MI steriesand Arlene Manos, vp/ad soles for AEt (C )Gong at late 'Mysteries' contest winner Kelly Burke, sen or media Wye- it [ley Arveitising. Burke won a tip ti the Vatican for a 'Mysteries if ping.

'EW' Offers Red Hot AIDS Supeort

A 'Weekend' With the Brosnan Family /ncelebrity journalism, a seeing Brosnan, Shaye-Smith birth or death at deadline's and the baby on the cover of nth hour can really ruin Entertainment Weekly," says At a recent cocktai party cohosted by 'Ente tainmert Wetly' a. New loni s Bar Zil your day. Gayle Carter, enter- Carter. "It would be your worst celebrating the rel use of the Red Hat Organ zatiou's ninth elf 5. lentil atom to tainment editor of USA nightmare." r.) John Carlin, of Fed Hot; Dan Osheyacl., direct( r of prom tie is, 'EVI'';'at Barrel" Weekend, had such a day on Carter ripped up the story vp/marketing communications, Carillon; and David Norris, asociate publigher,'Eli'. Jan. 13, when Pierce Brosnan's and assigned Mansfield to get girlfriend, Keely Shaye-Smith, quotes from the birthing room. 'New York' Mag Awards hoot Ilch' ewers gave birth to their son, Dylan The writer reached Brosnan, to r.) Caroline killer, editor -in -chief, 'New York' 3en. Jlounilaiand Any Thomas Brosnan. Weekend had Shaye-Smith and Brosnan's three Churgin publisher, New York', at the 'New York' Mk azino ivtai s at tie 'etro just gone to bed with a cover other kids on the phone at the nome. Moynihan received a Special Well -tit Achim wentAwalfm his Ftrong story on Brosnan for its Feb. 7 L.A. hospital, where they gushed support of New York City through his worn it Ccnilss issue, to coincide with the to her about the new baby and release of his new movie, explained how they would have Dante's Peak. Writer Stephanie to sneak out of the hospital to Mansfield had interviewed the avoid the paparazzi. When EW star on the set of Peak for the hit the stands the following piece. But USA Weekend has a Friday, Carter breathed a sigh of pretty long lead time-"long relief: her competitor had a birth enough to make you worry," announcement, but no photos. says Carter-and there were And there was no People cover another three weeks to go before story the next week either. the magazine would be out. Here's hoping that L.A. Hos- "All I could think about was pital News is a quarterly. -AS PAGE 32 http://www.mediaweek.com February 3, 1997 MEDIAWEEK

MOVERS Lukas: Inconspicuous, but Everywhere PaulLukas doesn't mind book, Inconspicuous Con- being conspicuous about sumption (Crown Trade spreading his "Inconspic- Paperbacks), subtitled An uous" brand name. First came Obsessive Look at the Stuff We his homespun 'zine, Beer Frame: Take for Granted, From the The Journal of Inconspicuous Everyday to the Obscure, is now Consumption, all about the joys available at your local Barnes & and oddities of consumer cul- Noble. Thanks to all the expo- ture. Next we saw "Incon- Hess returns to Bailon upped at Newton joins sure, Lukas recently got a new DDB Interactive Dallas News Heart & Sou/ spicuous Consumption," a gig, writing a weekly travel col- biweekly column that appeared umn for CondeNet's Epicurious in New York Press and New York (www.epicurious.com) called (continued from page 30) years, and Snyder had been mag and that recently found a "There in Spirit" (Apparently, Et Zirbel (CMF&Z) has hired with WTEM-AM since 1995... new home on Hearst's HomeArts there was no money in the budget BillFrame,who joinsthe Jacor Communicationshas (www.homearts.com) on the for actual travel). agency's market analysis and promoted Mike Kenney to Internet. On Thursdays, you'll "I wanted to call it 'Incon- mediaservicesgroup as Cincinnatimarketmanager. find Lukas on CNNfn's Biz Buzz spicuous Travel,"' says Lukas. associate media director. Kenney, who had been gm of deconstructing branding. His What a surprise.-AS Frame joins the company's WCKY-AM, will assume re- Des Moines office after work- sponsibility for the eight radio ing as a media supervisor at stations Jacor owns or repre- Leo Burnett USA and as asso- sents in the Cincinnati area. ciate media director at DMB&B, Chicago...Shane REP FIRMS Hallhas been promoted to Seltelhas appointedLaura senior planner/buyer at Lex- Ingogliasales manager of ington,Ky.-basedMeridian Seltel International's Canadi- Communications. He had an division. Ingoglia came to been a media planner/buyer Seltelin March 1988 as a withtheagency...AtDoe sales assistant in the compa- Anderson, also inKentucky, ny's International division. Tom Walthall has been upped from media supervisor PRINT to group media director, and Heart & Soul has namedRob Barb Brunerhas joined as a Newtonits associate publish- group media director. Bruner er. Prior to joining the Rodale comes to the agency from Press title, Newton had been No go: Lukas' latest is a travel column with no travel budget Creative Alliance. with The New Yorker for 19 years...TheDallas Morning RADIO News has uppedGilbert ABC Radio International has Bailonfrom deputy managing KBRD Is Station Owner's Pet Project named SammiGonzalez editor to executive editor... For the past two years, Skip runs an adopt -a -pet promotion. operations manager. Prior to CarloBoccia has joined Marrow has run an entire He also runs public service joining ABC Radio, Gonzalez Hachette Filipacchi Magazines radio station by himself. announcements for animals. But worked in local radio, in the as vp of corporate compli- Every job at KBRD-AM the station's real draw is the Dallas market and in several ance. He comes to HFM from (Olympia,Wash.)-engineer, music, which is strictly owner's capacities including on -air tal- the Drug Enforcement Admin- receptionist, deejay, ad sales- choice. Skip loves the Big Band ent,for the past seven istration...Sandra Beckerhas man, janitor-is Skip's. The sound of the '20s, as well as years...Chancellor Broadcast- joined Travel Holiday as travel eccentric station owner sits in Claude Thornill, Sophie Tucker ing hastappedCatherine director. Becker comes from his living room (from whence ("I'm Feathering a Nest"), Bob Meloy asvp and gm ofNewsday, where she was the station broadcasts) with his Wills & the Texas Playboys and WGMS-FM and WBIG-FM, travel ad manager...Ray pet cockatoo, B.J., perched on Will Osborne. As for ratings, both in Washington, D.C. Chelstowski has joined Enter- his shoulder, and plays whatever well, Skip says the station gets 70 Chancellor also has named tainment Weekly's New York he feels like playing. He also percent of listeners over 60 at Bob Snyder vp and gm of adsalesstaff.Chelstowski pays for everything, including least once a week. WTEM-AM, also in Washing- comes to the magazine after a the 250 -watt signal. If you want to tune in, ton, D.C. Meloy had managed year at Vanity Fair, where he KBRD ("K -Bird") is dedicat- K -Bird starts its broadcast day WGMS-FM for the past seven was a New York sales rep. ed entirely to the well-being of at sunrise. That is, if Skip feels animals. Every day at noon, Skip like getting up. -MAH CLASSIFIED ADVERTISING/February, 1997 Page Cl

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OFFERS & OPPORTUNITIES EMPLOYMENT

POSITIONS WANTED MERGERS & ACQUISITIONS CREATIVE DEPARTMENT MIDWEST GREAT OPPORTUNITY BUSINESS MANAGER INDEPENDENT Well -established NYC adagency specializing in consumer broadcast- AD REP ing seeks to merge with or acquire Stackig Advertisingand Public Relations, thelargest 10 years experience in video/photo/ an ad agency or buying service digital industry, considering trade or within 200 miles of NYC. business -to -business and business -to -government advertising consumer publicationsseekinga Reply in confidence to: agency in the Washington, DC, metro area, is seeking a strong Midwest presence. Chicago ADWEEK Classified, Box 3944 highly talented individual to oversee the business and finan- area. 1515 Broadway, 12th fl. cial side of our creative, production and traffic functions. Inquiries: 630-554-8989 New York, NY 10036 Specific responsibilities include policy development, prob- e-mail: [email protected]. Or Call 212-604-4300 lem solving, administrative management and agencywide involvement to ensure product quality as well as bottom - OFFICE SPACE line results. You will report directly to the agency's Chief USE THE CREATIVITY AT HAND! Operating Officer and will he counted on to build on our We know from experience that our growingsuccess. advertisers get better response from A stimulating and our readers when they send their own To qualify, you need 10 years of agency business experi- artwork. A creative ad stands off the civilized environment... ence; strong diplomatic, communications and staff manage- page and gets noticed. When placing Beautiful renovated space for 2 or 3 ment skills; and the proven ability to get things,done. an ad, send it camera ready! persons. $1025 monthly. Small of- ficeidealforsolowriter,$450 We offer a highly competitive salary and generous benefits. monthly. French glassdoors. Chelsea.Nearsubway. Call For prompt consideration, send your resume to: Stackig CALL 1-800-7-ADWEEK Courtney at 212-255-8423. Advertising and Public Relations,7680Old Springhouse Road. HRCT-797, McLean, VA22102;FAX: (703) 356-9879. Equal Opportunity Employer ATTN: ADWEEK CLASSIFIED ADVERTISERS: ADWEEK Classified closes on Wednesdays at 4:30 p.m. All copy and artwork must be in no later than WEDNESDAY. Copy received after Wednesday will be held and run in the next available issue. We appreciate your cooperation.

RATES for Employment and Offers & Opportunities 1-800-7-ADWEEK Classified Manager: M. Morris Classified Asst: Michele Golden MINIMUM: 1. Column x 1 inch for 1 week: $158.00, 1/2 inch increments: $79.00 week. The identity of box number advertisers cannot be revealed. If ADWEEK must typeset Rates apply to EAST edition. Special offers: Run 2 consecutive weeks, take 15% off sec- ad, charge is $20.00. Deadline for all ads in ADWEEK EAST Is Wednesday, 4:30 p.m. ond insertion. Frequency, regional -combination, and national discounts available. Charge If classified is filled prior to closing, ads will be held for the next issue, Classified Is corn- for ADWEEK box number: $30.00/week. Replies mailed daily to advertisers. Readers misslonable 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/February 3, 1997

HELP WANTED

ADVERTISING MEDIA PLANNER It'll be interesting to POPPE TYSON, a marketing communications leader utilizing both traditional and interactive media, is looking br an experienced Media Planner see who grows faster. to work on a variety of accounts, ranging from hi -tech to financial services. Qualified candidates should have at least 2 years of dedicated planning experience, with an emphasis inprint (both trade and consumer). You. Or us. Candidates must possess strong organizational and follow-through skills. PC skills essential. This is a tremendous opportunity to learn the on-line Bernstein -Rein, a rapidly -growing agency media business from the best planners in the industry! ($250+ million, and counting) has an Please send or fax resume with cover letter and salary requirements to: immediate need forAccount Executives and Account Supervisors. POPPE1YSON 40 West 23rd Street - 5th Floor, New York, NY 10010 You'll find an expanding mix of national Attn: Human Resources Department - MP accounts. A dynamic work environment Fax #: (212) 367-4045 with 275 dedicated professionals. And the opportunity to grow right along with us. SALES/ ADVERTISING If you have at least 5 years of agency ACCOUNT EXECUTIVE experience, we invite you to contact us SALES Business Media Group, an estab- Major sports league seeks Account (in writing only, please) today. We are lished media company of busi- Executive to sell print advertising for an equal opportunity employer. ness and computer magazines event publications. The ideal candi- seeks aggressive, seasoned sales date will possess: professionals to join our growing Northern California and New Eng- - 2-4 years consumer or trade land territories. Candidates must publication sales experience; have a minimum of 3 years expe- - excellent verbal and written rience selling magazine advertis- communication skills; - a proven track record with ing to the electronic publishing increasing sales volume; and/or small business industries. - the ability to work in a fast -paced BERNSTEIN-REIN Responsibilities include new busi- environment; and A DV ERTISING ness development and account - the flexibility to travel. managementofsalesregion. 4600 Madison, Suite 1500 / Kansas City, MO 64112 Must have strong communication Fax resume and cover letter with salary requirements to: FILE 671 and presentation skills. If you have the drive and initiative FAX: (212) 355-0007 to meet thischallenge,please EOEIM/F send/fax resume to: DIRECTOR CIRCULATION Business Media Group ART SERVICES DIRECTOR Human Resources AE WITH EXP Major NYC entertainment company Leading NY -based magazine pub- 462 Boston Street Highlycreative,growingagency seekssenior -levelDirectorforin- lishing co, with revsin excess of Topsfield, MA 01983-1232 seeks experienced (5 years ought to house department. Responsibilities in- $300 mil, seeks veteran biz -to -biz do it) Account Exec. able to handle cludecreating/producinggraphics, circ pro to oversee 2 established Fax: 508-887-3177 or clients and go to meetings all by collateraldesign,concepts,pres- mags & staff of 3. Ideal candidate 508-887-6865 yourself. Must love marketing (MBA entationmaterial, window displays; should be analytical, a creative de- would get us all tingly inside) and maintaining website;managing veloper of mktg channels & a strong media. 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WUNDERMAN CATO JOHNSON sume to: ACTION MARKETING Tom Hayes Do you know what sausage, ice EOE The Senior Network, Inc. cream, fruitjuice, babyformula, Wunderman Cato Johnson, the bagels and X-14 have in common? If premier direct marketing agency 203/975-9078 your answer is "they allfall into the worldwide, seeks professionals at all levels to fill new positions created by package goods category", then we several new business wins and want to hear from you. Please fax New Media Business Development agency growth. Opportunities exist in RECRUITER your resume, Including salaryre- account management, media planning quirements to: HRPAt, Communication design firm located Small Creative Recruitment Agency 214-443-0701 in Southern Fairfield County seeks and database groups of WCJ's New in NYC seeks High Energy Self- experienced new media business devel- York and San Francisco offices. starterwithArtDirection/Creative Publicis/Bloom (Dallas) opment professional to open doors / Direct marketing experience a must. Direction background. Recruiter ex- generate new client business. Please FAX resumes to: perience a +. Friendly, congenial of- Attn: HR, 212-941-3435 ficeenvironment. Generous com- Excellent communicator and knowl- mission scale. Please fax resume ADVERTISING SALES edge of new media applications. & cover letter 212-983-8385 Growth opportunity with female teen Please fax resume w/salary requirements publication. Mustbeaggressive, to John August creative and a self-starter.Experi- @ 203.967.9442 Looking for the perfect job? ence preferred. Fax resume: ADWEEK CLASSIFIED (212) 988-0621 CLASSIFIED ADVERTISING/February 3, 1997 Page C7

HELP WANTED

You can take a flying leap at LMI. We're looking for success -driven Beam performers-for as many high -flying overachievers as wecan find. We want free spirits who laugh at conventional wisdom. Strategists whose tactics terrify the competition. Creative anarchists whose work me sets off shock waves. Account managers who could fly the Concorde. We want people who aren't happy if they're not living their professional asp lives on the edge. 1996 was a quantum leap year for us. Our business grew by over For career lift-off in every aspect of our medical marketing 140%. We won more awards for our creative

communications business. Advertising. Collateral design. Public work than at any time in our 18 -year history. We formed alliances with international agencies relations. Research. Interactive/digital services. Global branding. in London and Dusseldorf. We doubled our employee roster. We've outgrown our office space and have to move. We're moving at warp speed. We can't keep up with ourselves. Lehman Millet Incorporated 280 Summer Street LMI is about change, growth, transformation. Why settle for making Boston, Massachusetts a living when you can come to LMI and make a stellar career? We 02210 Attention: Melissa Dewire dare you to send us your credentials. You already haveours. Facsimile: 617 439 0323 e-mail: [email protected] Lehman Millet Incorporated. For A Change.

Becomea designer here, Hot Sales Manager wanted and you'll have something for Web advertising powerhouse! produced ina week. Focalink, the advertising industry's Web media resource, is looking for a dynamic, motivated sales professional to help our COHN GODLEY NORWOOD New York area clients make sense of Web media planning and ad management. The successful candidate will have 5 years SENIOR DESIGNER experience in sales and/or advertising/ publishing, and a keen interest in working MARKETING& CREATIVE SERVICES with the ad agencies and Web publishers 2 PARK PIA", BOSTON, MA 02116 PHONE 617-4 2 6-1111 FAA 61 7 -426-1126 who are driving the Web media revolution. Fax resumes to (212)213-9604 attn: Focalink This is a great opportunity for an experienced designer who can thrive ina fast -paced, entrepreneurial environment. Someone with a head for business IFOCALIISK and the ability to work well with clients and turn out tasty design. Send or fax C ICATIONS resume to Debrah Garro. 617-426-1126, or call 617-426-1111. Making Web media snake sense COHN GODLEY NORWOOD

USE ADWEEK MAGAZINES TO GET NATIONAL EXPOSURE Page C8 CLASSIFIED ADVERTISING/February 3, 1997

HELP WANTED

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SE markets, Healthcare, And we can provide you ability to think strategically and pro- Financial, Mac Production Artist actively in both the development and Travel,Retailand/or with a great opportunity to Automotiveexp.aplus.Qualified Total proficiency in Quark, Photoshop, execution of a major national market- candidatespleasemailresume Illustrator. Dther programs a +. Detail earn a lot of money and ing/licensing program are required. andsalaryrequirementsto oriented/organized. Interact with print/pre-press vendors. have a great time. Our firm offers a highly attractive com- ADWEEKClassified,Box pensationpackagecommensurate Competitive salary and benefits package. SE00408, 1515Broadway, 12th fl., Please mail resume and salary requirements to: with the importance of these posi- New York, NY 10036. Please write directly or tions.It includes a competitive base Human Resource Director through your advisor in salary, comprehensive benefits and THE CO-OP SOURCE/PALISADES bonuspotentialbasedon COMMUNICATIONS strictest confidence to: performance. 2 Executive Drive, Fort Lee, NJ 07024 INTERACTIVE SALES Fax resume to: Or fax to:201/346-1186 Job Search #12 - 619/558-1627 CHICAGO One of the world's largest -billing in- 1515Broadway,12th Fl. teractive advertising sales firmsis New York, N.Y. 10036 lookingfor an experienced sales ACCOUNT EXECUTIVE TWO GRAPHIC executive for its growing Chicago of- PHILADELPHIA fice.The idealcandidatewillbe DESIGNERS technologicallyliterate,Internet Bozell Worldwide has a challenging opportunity for an aggressive team Adweek Magazines is seeking a Pro- savvy and haveinteractivesales player to join its East Taco Bell Field REGIONAL motion Art Director and Junior De- experience as well as previous ad Group. This position requires a min. salesexperience in television, ADVERTISING MANAGER signerintheir Marketing Services cable, radio or print. Send resume of 2 yrs. exp. at a traditional agency with a min. of 1yr. AE exp. Must be Northeast Department. Salary commensurate with salary history to: computer literate, analytical and very with experience. Excellent opportuni- Leading magazine with high growth Sales Position strategic.Excellentwritten,verbal ty for high visibility, varied work - pro- andpresentation skillsrequired. rate and strong client base is look- Katz Millennium Marketing Fast-food/Retail exp. desired. ing for a dynamic, independent and motionpieces,brochures,ads, 125 W. 55th St. Please fax or mail resume to: ambitiousadsalesperson.Ideal presentations, advertisingsections. New York, N.Y. 10019 candidate has college degree, solid Real talent, a must. or e -mall in ASCII format or with Bozell Worldwide print media sales and agency sales Please send resume and three non- attached MS Word document to Attn: JB/Philly record. Home office situation possi- returnable samples (xerox copies, Interactivegkatz-media. corn. 535 S. Anton Blvd., Suite #700 ble.Excellentcompensation Costa Mesa, CA 92626 package. Be part of a winning team. ok) to: SendresumetoADWEEK ADWEEK Classified, Box 3932 Fax #714-708-9299 Classified,Box00403,1515 Reach your ad communityin E0E/AAIM/FIDIV Broadway, 12th floor, New York, 1515 Broadway, 12thfl. ADWEEK CLASSIFIED No phone calls please NY 10036. NewYork,NY 10036

* * * REACH YOUR AD COMMUNITY WITH ADWEEK MAGAZINES * * * CLASSIFIED ADVERTISING/February 3, 1997 Page C9

HELP WANTED AGENCY injects human Silverback growth hormone. FAST & ASSOCIATES'S growth is exponential. We need: Silverback Corporation is a national marketing firm that specializes in helping packaged goods companies solve tough consumer brand problems using alternative marketing solutions. We are an exciting Senior art director firm, bursting at the seams with opportunity, looking for the right, Strong conceptual thinker all media. innovative, energetic people to join our team. Send minimum 5 samples with resume Marketing Services Director: We need a prof. w/ 6-10 years and salary history. exp. in all aspects of the mktg. mix. Responsible for building Junior art director our business thru the presentation, program recommendations, Strong spec book & excellent type program development and delivery of our products and services. skills. Computer literacy essential. Both agency and client side exp. welcome. MUST be dynamic, results oriented individual w/ a successful track record. Copywriter Think visually and have excellent Marketing Services Manager: You will be responsible for conceptual skills. Show advertising building awareness and relationships w/ key prospects: managing database, direct mailings, networking and client (all media) and collateral samples. research_ 4+ years in sales & mktg. required. Production manager Must have 3-5 years agency Mac environment. Pleasesend resume and salary history via fax, email experience. Send samples along or snailmail. NO CALLS PLEASE!!! with resume and salary history. David Kennealey Silverback Corporation Send books to 555 Washington Street Scott Olson, Wellesley, MA 02181 FAST V.P. Creative Director PNO ASSOCIATES. INC fax: 617.2,35 4808 email: DWAKcolPaol.com 9861 Broken Land Pkwy. Suite 250 SING AND MORE Columbia, MD 21046

The Lisa Frank Company is a leading national children's products company and we are growing our Marketing Department. We have these immediate opportunities: The Future Brand Manager -We are seek- Marketing Manager -We ing brand managers for each of need an experienced manager our product lines. You will plan, with strong experience in pfan- develop, implement and manage ning and executing sales and brand strategies and programs to marketing programs. Must be achieve maximum product line a superior communicator and growth and brand awareness. have an extensive background in consumer goods. Isn't So Far Away Anymore. Marketing Research Manager -You will manage all Advertising Manager - At America Online, the global leader in interactive services, the market research activities/projects. You will develop and execute a future means new opportunities. Be a part of it by joining us today! This requires a minimum 3-5 years strategic multi -media advertising in a marketing research capacity program in conjunction with in- TRAFFIC MANAGER with broad -based experience in house and out -of -house resources. Apply your advertising agency experience to manage the consumer products. Minimum 3-5 years experience coordination and rotation of online banner ads as you develop new, MBA's are preferred in branded consumer product interactive technological processes. Requirements include a BS/BA, for all positions. advertising. 4 years agency traffic experience, and strong client management and customer service skills.Dept. DU -717 If you want to play a leading role in this creative, dynamic, high -growth company and Forward your resume, indicating dept. code, to: America have a proven track record in marketing, we'd Online, Inc., Attn: Dave Uhly, 8615 Westwood like to hear from you. We offer an exciting Center Drive, Vienna, VA 22182. Fax: (703) 918- environment in our new state-of-the-art 2702. e-mail: [email protected]. For additional Headquarters and an excellent salary/benefits Kids Gotta Have It! opportunities, visit the- AOL web site at package. If you thrive in a creative, dynamic, www.aol.com/careers. Equal opportunity progressive growth environment and employer. No phone calls, please. Principals only. AMERICA ONLINE would like to move to the beautiful Lisa Frank Company 111(01/011ITED desert southwest, send your resume P.O. Box 50127 and salary history/requirement to: Tucson, AZ 85703

USE ADWEEK MAGAZINES TO GET NATIONAL EXPOSURE Page C10 CLASSIFIED ADVERTISING/February 3, 1997

HELP WANTED SENIOR ART DIRECTOR Come to West Virginia. Change your life. DRTV AGENCY SEEKS MEDIA BUYER Friendly people, safe neighborhoods, whitewater rafting, a reasonable cost of living ... serious graphic design! That's right, we want our cake and eat it too. WHO THINKS LIKE AN ACCOUNT EXEC. We do corporate, we do entertainment. Names you know. Specialties: Corpo- International DRTV agency seeks multi -talented media buyer rate/brand identity, packaging, collateral, ads. who works well with clients. Min/5 yrs. experience. The creed -be the best, make a difference -simple! Interested? Here's what we need: (1) resume (2) salary requirements (3) two non returnable samples. DRTV planning, buying, media analysis, client contact. Can you hear the mountains calling? Then send your resume to: Fax resume to 212-226-0974 or e-mail [email protected] Deitsch 4437 Rosemar Road Parkersburg, WV 26101 e -man: [email protected] JOIN OUR WINNING TEAM Advertising Sales -Seasoned sales pro needed for East Coast office of leading Entertainment daily trade paper. Must be team player, high energy, detail or- DIRECTOR OF iented, creative sales professional. At least 3-5 years entertainment/production industry sales experience. Salary plus commission & benefits. MARKETING SERVICES MARKETING Send resume and salary guidelines to: Leadingmarketingservices/ Attn: SE trademark licensing firm is looking MAVENS The Hollywood Reporter for an exceptional marketing ser- 1515 Broadway, New York, NY 10036 vices individual to join our staff. Our Fax: (212) 5 36-51 90 firm manages major new product WANTED No phone calls please and corporate trademark licensing EOE programs for Fortune 500 global com- Major Jewish not -for-profit panies and we are searching for a organizationinManhattan highly accomplished professional to manage our diverse and growing seeksstrong,self-starter PUBLIC RELATIONS NATIONAL SALES MGR. Marketing Services Department. forbusymarketingand Jobs for Food Eaters, WODS Oldies 103FM (CBS Boston) The individual we seek will possess a communications department. Pet Lovers has an immediate opening for a Na- rare combination of creative judge- Must enjoy creating compelling and Media Mavens tional Sales Manager. We are seeking ment and the managementskills and memorable promotional GC! Los Angeles, West Coast office of a dynamic, self motivated, organized necessary to grow a multi -faceted materials-brochures, flyers, top -ten rated GCI Group, is looking for professional with outstanding commu- department. This position responsi- anassistantaccount exec,account nication and presentation skills. Must bleforallcreative,research and newsletters and speeches. exec and senior account supervisorNP be willing to travel. The ideal candidate product development activities within Enthusiasm & unflappability a for consumer and business -to -business will have a minimum of 2-3 years of sta- our company. Experienceinboth must. At least 5 years of solid food industry accounts. tion and/or rep experience and rela- traditional marketing as well as a AAE: 1 to 3 years experience in account tionships within the national arena. A backgroundingraphicdesignis promotional experience & good people and presentation skills. organization, writing and basic media knowledge of the Boston market and useful. The selected candidate will relations. solidcomputer skillsarepreferred. possess 12-15 years of demonstra- Send resumesto:Joanne Adduci, blemarketingservicesexperience Please send resume AE: Big growth opportunity on fast - General Sales Manager, WODS Oldies gained ineitheranadvertising/ & salary history to: paced, award -winning account. Heavy promotion or client side environment. writing (business -to -business and con- 103, 1170 Soldiers Field Road, Boston, Working knowledge of the licensing Department 1671 sumer) andtrade mediapitching MA 02134. CBS Boston is an EOE. industryis preferred. Experience in 401 Broadway, Suite 901 (consume and trade). quality control/assurance in the food New York, NY 10013 SAS/VP: Run one of agency's largest industry is a plus. consume accounts. High-level client contact,creativedevelopment,account PRODUCTION/ Our firm offers a highly attractive com- management andclientcounseling. pensation package commensurate Strong national media relations history. TRAFFIC MGR. with the importance of this position. Pet food industry experience a plus. Itincludesacompetitivebase Small, fast -paced agency in Flatiron salary, comprehensive benefits and SEND RESUMES TO: Dis.seeks pro! bonuspotentialbased on GCI LOS ANGELES Must have solid print/retail experience and substan- performance. services Attention: Personnel Fax resume to: 6100 Wilshire Blvd., Ste. 840 tial knowledge of direct mail produc- Job Search #16 - 619/558-1627 manager Los Angeles, CA 90048 tion. Traffic background and art buy- FAX: 213/930-1241 ing are a plus. Excellent benefits. Major worldwide multimedia co seeks Send resume & ATTENTION a seasoned pro to oversee the packag- salary requirements to: BROADCAST MEDIA ing and promotion of products mar- ADWEEK Classified, Box 3945 keted under the auspices of someof FILM & TV JOBS Entry level to senior level professional 1515 Broadway, 12th fl. SUPERVISORS today's hottest magazines. Must have a jobs in entertainmentnationwide New York, NY 10036 National agencylocated in the BA and 5+years' relevant experience (cable & TV networks, film/TV studios, Southeastisseeking a Broadcast within advertising or other creative BuyingSupervisor.Candidatewill TV stations, etc.). 2x/mo. For info., En- supervise and assist in purchase of fields. Effective writing skills essential, tertainmentEmploymentJournal: ATTN: FREELANCERS broadcast media for a $10MM ac- design experience is a plus. (800) 335-4335 (818) 901-6330 count. Position requires a minimum ADWEEK can offer you the exposure of 5 to 6 years of broadcast buying We offer a competitive salary and youneedinourServices & experience with a strong understand- Resources section. If you need to ing of broadcast negotiations. In addi- excellent benefits package. For consid- USE get your service out to the people tion, candidate must possess the abili- eration, sendyour resume to: Dept. who matter, you need to advertise ty to work with alllevels of people CM, 224 West57th Street,10th ADWEEK MAGAZINES now. Call for info 1-800-7-ADWEEK. and manage relationships bothin- ternallyandexternally.Forcon- Floor, New York, NY 10019.We TO GET NATIONAL sideration, send resume and salary are an equal opportunity employer, EXPOSURE requirements to Recruitment Ad- dedicated to promoting a culturally CALL1.800-7-ADWEEK ministrator, One ShockoePlaza, Richmond, VA 23219-4132. diverse work environment. No phone calls, please. EOE Classified Advertising Call Julie Azous at 1-800-7-ADWEEK

*** USE ADWEEK MAGAZINE TO GET NATIONAL EXPOSURE * * * CLASSIFIED ADVERTISING/February 3, 1997 Page C11

HELP WANTED TYPE DESIGNER mow Can you make type talk? Marketing Specialist Merrill Lynch & Co., seeks a Marketing Specialist to join our A pure type designer is someone who - through the use of type as a Cash Management and Financing Marketing Department. In design element - can say as much as the words themselves. That's the this senior level position, you will design and implement all unique talent we're searching for. Someone who can take 2 or 3 words phases of a national marketing campaign to small and medium- and create a design that speaks volumes about the product on which I sized business owners. Candidates must be creative with excel- is placed. lent writing skills. Knowledge of business banking products is a At The Franklin Mint, you'll be part of one of the most creative teams plus. If you'd like to join a world leader, please forward your you'll find anywhere. And because our standards are high, we're willing resume, along with salary history, to: Merrill Lynch & Co., Inc., to pay for the professional with just the right talent and experience. Suite 8128LK, P.O. Box 9027, Princeton, NJ 08543-9027. Merrill Lynch is an Equal Employment Opportunity Employer. For immediate consideration, send your resume including salary requirements and non -returnable samples to: Merrill Lynch The Franklin Mint Steve Scarantino, Mail Drop 1060 Franklin Center, PA 19091. We are an equal opportunity employer.

Tired of Waiting Join a creative downtown agency To Be Paid The Commissions Shape the Future enjoying explosive You Have Earned? growth.

If you are Recruitment, Yellow Pages Or Business To Business Ad Pro Media Planner/Buyer WhoCONTROLS AT LEAST S2 MILLIONin business, we're prepared to make you an offer which will put considerable cash in your We need a strong media professional to build a department in our rapidly expanding agency. You have solid experience (4-5 years) planning and bank account, and relieve you of the hassle and stress of charge backs, buying all types of media and can work in a fast paced, team oriented commission disputes and other such pleasantries. environment. You are capable of crafting unique solutions to our clients' we'rea major global player, cash flush and expanding at a rate business challenges. Most of all, you have the passion to be a key player that is shaking the foundation of the business. Please write in a growing agency which will value your contribution. directly, or through your advisor in strictest confidence to: We offer the right candidate the opportunity to shine and help us grow even more, along with compensation ADWEEK CLASSIFIED, Box 3942 commensurate with experience. Submit resume to: WHH, 1515Broadway, izth Fl. New York, N.Y. 10036 Culver Associates, Ltd., 141 5th Avenue, 11th Fl., NY, NY C 10010 or fax to 212.505.6899. C U LV E R ASSOCIATES. E RESEARCH PROJECT MANAGER InteractiveResearch firm needs Project Manager. Requires related college or advanced degree, 5+ years research experience with supplier, excellent communication skills. Extensive client contact, report writing, qualitative/statistical data analysis and management of ongoing projects will be critical components. Good computer skills and a strong desire to learn about the online environment ADAIR. GREENE are required. RESEARCH ANALYST Account Supervisor on National Brands Interactive Research firm needs Research Analyst. Requires related college de- Major Atlanta agency seeks experienced Account gree. 2+ years research experience, excellent computer/communication skills and interest in the online environment. Great opportunity for smart self starter Supervisor for national client and products. Individual with growing firm! must have 5-7 years experience at strategic agency ADMINISTRATIVE ASSISTANT along with proven leadership and supervisory skills. Diversity and flexibility is needed to support research and marketing divisions. Phone management, word processing, email and general office skills are a Excellent growth opportunity. Competitive compen- must. Requires related college degree. sation and relocation. Fax resume to: Fax resume to 212-227-8482 or email to [email protected] Warren Greene, AdairGreene Advertising Atlanta,GA (404) 351-1495 Classified Advertising Call M. Morris at 1-800-7-ADWEEK USE ADWEEK MAGAZINES TO GET NATIONAL EXPOSURE Page C12 CLASSIFIED ADVERTISING/February 3, 1997

HELP WANTED BUSINESS SALES PROFESSIONAL NEEDED WEBSITE DEVELOPMENT Leading trade magazine company has a sales position open. 1-2 years selling Leading marketing services/trademark experience; an understanding of consumer magazines and cable aplus. CUSTOMER SERVICE licensing firm is looking for a number Creative thinker, great presenter, hard worker and proven go-getter all required. of highly entrepreneurial Business De- Pkg. of salary & comm & benefits. Send resume & sal. history: REPRESENTATIVE velopment professional. Ourfirm manages major new product and cor- ADWEEK Classified, Box 3863, 1515 Broadway, 12th fl., NY, NY 10036 GeoCities, the 9th largest web site, porate trademark licensing programs is looking for a bright, articulate infor Fortune 500 global companies and dividual to act as liaison between we are searching for highly motivated major clients, advertising and pro- sales professionals to continue our ac- SENIOR ADVERTISING SALES MANAGER motion departments. Must beor- celerated growth. The selected candi- SALON MAGAZINE, selected by ganized and detail oriented with a dates will be charged with Business ACCOUNT EXECUTIVES Time Magazine as the "Best good sense of design. Ad agency Development on behalf of our Fortune Midtown, midsize,full service Website of the Year" is looking for a background preferred, butnot 100 client base. advertising agency seeks account NY -based advertising sales necessary. Position is promotable to executives with4-6 yearsexperi- manager. At least 3 years experi- sales or promotions. Successfulcandidateswillhavea ence for busy,retailoriented ac- ence in advertising sales (online formal grounding in marketing counts. Must be highly organized, preferred). Interview appointments Based in Santa Monica. $30-$37K. (preferably packaged goods), but a hands-on and MAC literate. Knowl- available the week of Feb 3rd in NY. Fax resume to 212-479-2535 decidedly strong sales and business edge of direct, cooperative and in- Send resumes via email or email ([email protected]) or development orientation. They must teractive marketing a plus. Please [email protected] be exceptional strategic thinkers, send resume with cover letter and fax (415-977-1977). highly persuasive presenters, strongly salary history to: www.salonmagazine.com entrepreneurial by nature and career Director of Account Services focused. Should also possess 10-15 PO Box 916 CONTROLLER yearsofprogressivelyresponsible Murray Hill Station SENIOR ART DIRECTOR Fast growing mid -sized ad agency marketing/business developmentex- New York, New York 1 01 56-091 6 perience, preferably through a unique Top Atlanta ad agency seeks expe- looking for CPA. Strong computer combination of conceptual sales, rienced artdirectorwith well- capabilities,5+yearsadvertising marketing and entrepreneurial experi- rounded portfolio.National ac- industry experience preferred.Re- ences. Ready For The Next Step? counts, print and broadcast. sponsible for all aspects of financial Our firm offers a highly attractive com- Want More Responsibility? Fax resume to Marjorie Gipped at reporting and managing of Account- pensation packagecommensurate Small ad agency has AE, Sr AE & Adair Greene (404) 351-1495. ingDepartmentPotential career with the importance of these positions, Acct Supvr opptys due to new biz path to CFO/COO. It includes a competitive base salary, gains. Seeking team player w/gen'l Please fax resume. comprehensive benefits and bonus po- bkgd who'stiredofbig agency politics. Fax resume to: Attn: AWM 212 741-6931 tential based upon performance. Kim Tannu 212-818-0216 SENIOR COPYWRITER Fax resume to: Top Atlanta ad agency seeks expe- Job Search #8 - 619/558-1627 riencedcopywriterwithwell- roundedportfolio. National ac- PUBLIC RELATIONS AE ACCOUNT counts, print and broadcast. Blue chip clients and a greatlife- USE SUPERVISOR Fax resume to Marjorie Gipped at style.RapidlygrowingPhila-area Greatgrowthopportunity. Small Adair Greene (404) 351-1495. agency seeks dynamic AEs. Diverse ADWEEK MAGAZINES NYC agency. 3+ years package clientmix.Agency experience a TO GET NATIONAL goods exp. $40-$60M plus bonus. must. Fax resume to: Send repliesto:Account 610-664-5329 Supervisor, 244 Madison Avenue, Reach your ad community in EXPOSURE Box 237, New York, NY 10016 ADWEEK CLASSIFIED r 1 THE CONVENIENT CLASSIFIED CONTACT FORM USE THIS HANDY COUPON TO FAX OR MAIL YOUR AD CLASSIFIED MANAGER: M. MORRIS ADWEEK MAIL TO : ADWEEK CLASSIFIED 12TH FL. 1515 BROADWAY, NEW YORK, NY 10036 BRANDWEEK PHONE: 1(800) 7-ADWEEK OR FAX (212) 536-5315 MEDIAWEEK REGION: East New England Southeast Midwest Southwest West All CATEGORY PAYMENT *FREQUENCY: lx 2x 4x CHECK MASTERCARD VISA AMER.EXP. Signature MORE: (Specify) Cardholder's Name *Not applicable to Advertising Services Categories Card # AD COPY (Attached additional sheet if needed)

NAME ADDRESS PHONE FAX L MEDIAWEEK February 3, 1997 http://www.mediaweek.com PAGE 33

CALENDAR

The American Association Media Notes of Advertising Agencies will present its annual media NEWS OF THE MARKET conference and trade show Feb. 5-7 at the Hyatt Re- gency in Atlanta. To register, Darby to Head Eye on People tionery products. The stationery mix, ratherthan separating it into contact the AAAA at 212- Geoffrey Darby last week was and note cards incorporate pho- special sections. Cover stories will 682-2500. named president of CBS Eye on tos from the magazine, and the tend away from celeb profiles and People and executive vp of line includes gift boxes and bags, toward investigative, issue -orient- The International Radio Er Group W Satellite Communica- address books and wedding - ed pieces. The title will also be Television Society presents tions. Darby, who most recently related products. redesigned, to appear younger a newsmaker luncheon, fea- headed Viacom's Interactive Ser- and fresher, staffers said. turingnetworkentertain- vices unit, is perhaps best known 'Advocate' Gets a Makeover ment divisionpresidents, for his five-year tenure at Nick- The 30 -year -old gay magazine 'Men's Health' Goes "Hungry" Feb. 7 at the Waldorf-Astoria elodeon/Nick at Nite; from 1985 The Advocate has gotten a Rodale's Men's Health has intro- Hotel in New York. Contact: to 1990, Darby helped shape the makeover. Beginning with the duced a food column. The maga- 212-867-6650. network's push into original pro- Feb. 15 issue, the biweekly will zine's February issue includes gramming. He will join CBS Eye focus on analysis and opinion sto- the first installment of "Lean & The Editor Er Publisher Co. on People, which is owned by ries, leaving breaking news to the Hungry," by Surreal Gourmet willholdaninteractive Westinghouse, on Feb. 10. The book's Web site. Liberation Pub- author Bob Blumer. The column newspapers conference network plans to launch on lishing's flagship title will incor- will highlight simple and nutri- Feb.12-15attheHyatt March 31. porate celebrity coverage into the tious recipes. Regency in Houston. Con- tact: 212-675-4380, ext. 314. Site Analysis Services Web advertising manager Focalink Communications has Another Women in Cable Et Telecom- _ munications Foundation's partnered with NetGuide Live Go "Managing Your Own to provide site data and ratings Round for ITH'VEE GOT Career" workshop will be information on its MarketMatch presented Feb. 12-13 at the Web media planning and `Golfing' GAME Hotel Nikko in San Francisco. research service (www.market- Just Contact Mary Daviau at 312- match.com). Web publishers can Petersen's Golfing, a Let use MarketMatch for competi- monthlymagazinethat Me 634-2330. Play tive analysis in Web advertising. ceased publication in Suburban Newspapers of including target audienceson December, willrelaunch America will hold its Spring the Internet. under new ownership and Publishers' Conference a new editorial format in March 2-5 at The Buttes Con- 'TV Guide' in on Fashion Trend mid -April with a May 1997 A prototype cover of ference Resort in Tempe, TV Guide is becoming a player cover date. The magazine, the younger-skewing Ariz. Contact SNA headquar- in the burgeoning trend of fash- which launched in1994, 'Petersen's Golfing' ters at 312-644-6610. ion coverage in entertainment recently named 33 -year - magazines. Editor Steven Reddi- old James M. "Max" Lane as publisher and veteran free- The Internet and Electronic cliffe recently added the new lance golf writer Ted Johnson as editor. The book,which Commerce Conference Er weekly feature "Star Style," a previously focused on equipment testing along with Exhibition, sponsored by round -up of who is wearing course and travel reviews, was formerly geared for hard- the Gartner Group, will be what. "The fashion press, adver- core, slightly upscale golfers. The new target audience held March 18-20 at the tisers and designers now recog- will be 25 -to -49 -year -old daily -fee golfers. A prototype of Jacob Javits Convention nize the major influence of tele- the revised book makes use of bold, colorful text and Center in New York. Con- vision on fashion and beauty graphics; a mock feature chronicles actor Chris O'Donnell. tact: 203-256-4700, ext. 115. trends," says TV Guide publisher When it ceased publication following the sale of Pet- Suzanne Grimes. ersen Publishing last year,Golfingclaimed a circulation The Television Bureau of of 200,000. Subscribers have the option of continuing Advertisingwillholdits 'Victoria' Offers Stationery with the revised version or requesting a refund. annual marketing confer- Morefrom the Hearst ancillary Lane said the magazine will augment its marketing ence April 7-8 at the Las products machine: Victoria sta- pitch by staging more than 100 demo days per year at Vegas Hilton. Contact: 212- tionery. The monthly has teamed public -fee facilities, with an expectation of luring 40,000 486-1111. with Schurman Fine Papers to golfers to meet with potential sponsors/advertisers.

I offer an extensive line of sta- PAGE 34 http://www.mediaweek.com February 3, 1997 MEDIAWEEK

Media Notes CMT 113=13:1:M=Fr Comes Out Singin' 'Access' Hits the Road iera. A four -page ad section Country Music Television in Access Hollywood, the syndicat- touting the event and the car late January kicked offits ed entertainment magazine pro- appears in the February issues largest and most aggressive duced by NBC and distributed of Gourmet and Conde Nast marketingcampaign, an by Twentieth Television, last Traveler and in the March issues effort that will last through- Friday embarked on a cross- of Conde Nast House & Garden CMT, which features out the year. Spending for country bus tour from Los and Bon Appetit. artists including the campaign will run into Angeles to New York for the Brooks fr Dunn, is the tens of millions of dol- Grammy Awards on Feb. 26. A Nielsen to Meter Nashville putting millions behindlars, targeting 10 markets February sweeps stunt, "Access Nielsen Media Research last a branding push acrossthe South and on the Road" is set to make week announced it will begin Southwest. Thenetwork stops in close to a dozen major metering the Nashville, Tenn., hopes to boost its ratings in those markets by at least 25 cities, inluding Las Vegas, market beginning in July. The percent, which could then lift the network's national rating, Nashville, New Orleans (for Big Three network affiliates in compiled by Nielsen Media Research. Steve Yanovsky, vp Mardi Gras festivities) and the market said they are not of marketing services for Group W Satellite Commun- Cleveland (for Rock 'n' Roll thrilled about the increased ications, which handles all sales and marketing for CMT, Hall of Fame ceremonies). cost this will bring, and the sta- said that the goal of the effort is "to make sure that CMT is tions are in negotiations with synonymous with country music." The campaign will use 'Newsweek' en Espanol Nielsen to reduce fees. Nielsen spot TV, cable, print, outdoor and radio, with the heaviest Newsweek will expand its Span- is currently seeking about concentration in television. ish -language edition to Spain on $50,000 per month from the March 5. The edition has been stations-more than six times published through a licensing the cost of current diary -based com) is launching a Microsoft week. CPB is a gatherer and dis- agreement in Latin America measurements, according to Office '97 Store, where users tributor of federal funds for since last May, with circulation sources familiar with the nego- can get information on more than 1,000 public broad- of 54,100. Initial distribution in tiations. The addition of the Microsoft's newest office prod- casters. The CPB board would Spain will be 70,000. 33rd -ranked market brings ucts; and CNN Interactive not comment on potential suc- Nielsen's total of metered mar- (www.CNN.com) is aligning cessors, but a CPB official said Nat'l. Geo On-line for Kids kets to 38, about 59 percent of with Nynex's Big Yellow to pro- it would "make sense" for CPB National Geographic Online the country. The Fox, UPN and vide site users with search capa- exec vp and coo Robert T last week launched a site for WB stations in the market were bilities for business, residential Coonrod to be in the running kids at www.nationalgeograph- the first to sign up. or e-mail listings. because he is the No. 2 man at ic.com/kids. The kids site the organization. Coonrod will includes games, interactive MF Targets Off -Course Shops Travel Channel Improves Site be "assuming additional duties geography adventures and chat. Trade magazine publisher The Travel ChannelOnline as necessary" during the transi- Miller Freeman in August will (www.travelchannel.com/) has tional period, according to the Soap Star Pens for 'Choices' launch Golf Retailer, a quarterly redesigned its Web site with official. Coonrod served as Another World star Linda Danospecifically targeted at off - RealAudio and Net Gravity, an deputy director of Voice of has signed on as a columnist for course shops. "There has been a ad -banner rotation system that America from 1989 to 1992. Reader's Digest's New Choices void of information for the off - monitors impressions and hits to magazine. Dano, an author and course specialty retailer and advertisers' sites. Soon the site 'Kiplinger's' Hires Oasis former talk -show host, will full -line sporting goods store," will have push technology- Kiplinger's Personal Finance write about fashion for the said GR publisher Andrew search and e-mail capabilities Magazine has hired the New retirement -lifestyle monthly. Gaffney. Former Golf Pro pub- for specific interests. Tray- York-based ad agency Oasis to lisher/editor Ken Cohen will elchannel.com has also part- handle its national trade adver- CN Carries Crooners, Car edit GR. nered with American Express tising. The new campaign will Four Conde Nast publications Travel so that site users can do be the first image campaign the and Buick Riviera are part of a Partners in Web Business travel booking on-line. title has mounted since a 1991 new marketing program aimed New partners on-line: Barnes & effort promoted its name at affluent women. Ladies of Noble will begin selling books Carlson Exits CPB change from Changing Times to Note, a small concert tour fea- via the Internet at AOL's Mar- Richard Carlson, president of Kiplinger's. Kiplinger's isa 50 - turing Judy Collins and Rober- ketplace site; Warner Bros. Vir- the Corporation for Public year -old veteranof the personal - ta Flack, is sponsored by Riv- tual Lot (www.warnerbros.- Broadcasting, resigned last finance category. :tech97 it Chicago March 1527,1991 otallyacciting.Totallyscary.

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Sponsors include: Chicago (Tribune noumeciigit r.4 E net Forbes z DIGITAL CITY DuplicationFactory ARTHUR .4.1111.6. Produced pnd ICAGO managed by ANDERSEN Chicago rime AVEEK 4 REDHERRING ELECTR. 'NIC MAGAZINES RETAILING SunWorld Online %AAA (r5)NetGravity JavaWorld Wei tlev.114::r I Digital Chicago PAGE 36 http://www.mediaweek.com February 3, 1997 MEDIAWEEK

BIG DEAL

REEBOK Real Money Advertiser: Reebok International, Stoughton, Mass. ADVERTISING ACTIVITY IN THE MEDIA MARKETPLACE Agency: Leo Burnett, Chicago Begins: Now Budget: $100 million (est.) ISRAEL MINISTRY OF TOURISM VAN DE KAMP'S Media: TV, print Agency: ChristyMacDougall Mitchell Agency:William Eisner Et Associates, Begins:February Hales Corners, Wis. The successor campaign to "This is Budget: $6 million Begins:Now my planet" for Reebok Inter- Media: TV, print, radio Budget:Undisclosed national not only tries to get more In its first campaign for the Israel Ministry Media: TV down-to-earth, it seeks to capture reality. of Tourism, Christy MacDougall Mitchell In its first work for Van de Kamp's two The 90- and 30 -second television spots reminds travelers that Israel is an exciting frozen -fish lines, William Eisner & Associ- that make up the campaign's first wave vacation spot, in addition to housing reli- ates avoids sibling brand rivalry by promoting carry no theme line, instead closing simply gious and historic sites. the category as a zesty alternative for families with the Reebok logo and its Web site Steve Bennett, director of client ser- bored with other quick- meal fare. address. Two promising rookie pro basket- vices at CMM, said that the notion of trav- St. Louis -based Van de Kamp's markets ball players-Allen Iverson of the eling to Israel sometimes makes people ner- frozen foods under its own name as well as National Basketball Association and vous: "We are trying to lighten up the idea. the Mrs. Paul's (fish), Celeste (pizza) and Saudia Roundtree of the new American People want to relax." Aunt Jemima (waffles) brands. With its The New York shop won the $6 mil- expanded brand portfolio, billings were lion account from Bates late last year. expected to grow to more than $20 million, The campaign follows an ad that according to the company. ran in The New York Times with the Van de Kamp's purchased the Mrs. Paul's headline "Peace. It's a beautiful thing brand from the Campbell Soup Co. last year. to see." The CMM-created ad was Eisner's challenge is to advertise that brand endorsed by the Israel Ministry of and Van de Kamp's own fish products with- Tourism, Ministry of Tourism and out cannibalizing market shares for either Antiquities of Jordan and the Palestin- brand. To that end, the spots that break today ian Authority. on prime -time network and cable TV focus The print campaign breaks in the on the purported benefits of frozen fish, March issue of such magazines as without making specific claims for a single Conde Nast Traveler and Gourmet. brand's excellence. -Trevor Jensen Radio and TV spots will parallel the ABL star Saudia Roundtree is the print effort. -Matt Surman IKEA SEATTLE "real" thing in new Reebok spots Agency:McCann-Erickson, Seattle INFINITI Begins: March Basketball League-are the focus of the Agency: TBWA Chiat/Day, Venice, Calif. Budget: $1.5 million spots. Their unscripted commentaries Begins:April Media: TV about themselves, their lives and their Budget:Undisclosed Ikea Seattle, the only independently owned goals as athletes are heard over documen- Media: TV Ikea store in the country, has hired its own tary -style montages. After four years, Infiniti will drop sophisti- agency for creative duties. The store has Reebok's primary target-teens, largely cated Brit Jonathan Pryce as its ad spokes- tapped McCann-Erickson, Seattle, to create in urban markets-is difficult for advertis- man as it scraps the snob factor for a lighter a TV campaign scheduled to launch in ers to reach effectively, said Brenda approach in a new campaign breaking in March. Goodell, Reebok vp of U.S. marketing April under the tagline, "Own One and Bjorn Bayley, who owns and operates communications. The spots will air on You'll Understand." Ikea Seattle, said he wanted advertising broadcast and cable prime and sports pro- The campaign will attempt to remake with a more local feel. Deutsch in New gramming with high teen viewership. Print luxury carmaker's image as more accessible York handles Ikea's advertising nationally. ads also carry the logo and Web address, and fun while touting the company's high "When we opened two years ago, we and Reebok's revamped site provides infor- customer -satisfaction ratings. The campaign bought whatever Deutsch produced for Ikea mation on the athletes as well as on product. picks up the company's $100 million annual U.S.," said Bayley, a former president of NBA stars Shaquille O'Neal and media budget. Ikea North America who was involved in Shawn Kemp will appear in new spots Infiniti media buys and event involve- hiring Deutsch. added when the league's playoffs begin. ment, including the U.S. Open and the Indy Bayley added, "Deutsch does great Soccer star Eric Wynald will appear in 500, will focus on reaching the roughly 8 per- advertising, but we've found Ikea [U.S.'] spots in the spring. cent of the car -buying market that can afford focus was on the big stores and we felt the an Infiniti. -Steve Gelsi advertising was better suited to [their] mar- MEDIAWEEK February 3. 1997 http://www.mediaweek.com PAGE 37

CMR TOP 50

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

Week of Jan. 13-19, 1997

Rank Brand Class Spots

1 SPRINT LONG DISTANCE --RESIDENTIAL 8142 kets and not so much to Seattle." 2 KFC RESTAURANT V234 The concept behind McCann's four -spot 3 BURGER KING REST V234 campaign is to poke fun at pretentious atti- 4 COCA-COLA CLASSIC F221 tudes toward furniture, said McCann presi- 5 DOMINOS PIZZA RESTAURANT V234 dent and creative director Jim Walker. SATURN CORP. T111 McCann illustrates that notion with some 7 1 -800 -COLLECT B142 over -the -top scenarios featuring a trendy, ALKA SELTZER PLUS --COLD LIQUI-GELS D212 interior designer character who is overpro- CAMPBELL'S --SOUP F121 tective of his furniture and who views it as HONDA AUTOS --ACCORD T112 an art form. OLIVE GARDEN RESTAURANT V234 The tagline for the campaign is, "Some- PEPCID AC-TABLETS D213 times all you want is a piece of furniture you 13 TAMPAX NATURALS --TAMPONS D123 can actually sit on. Ikea. Stuff you can use." 14 BOSTON MARKET RESTAURANT V234 The creative and media budget for the cam- GENERAL FOODS INT'L.--SGR FR&FAT FR CF F171 paign is around $1.5 million, Bayley said. HBO HOME BOX OFFICE V423 Ikea Seattle has also purchased print 17 AMERICAN DAIRY ASS'N.--MILK F131 advertising from Ikea Canada that was cre- H EtR BLOCK TAX SERVICE --CS V213 ated by McCann-Erickson in Vancouver, MCDONALD'S RESTAURANT V234 British Columbia. While Bayley's goal is to TYLENOL--EXTRA-STRENGTH GLTB D211 produce advertising that improves sales in 21 MENTADENT--TARTAR-CONTROL TOOTHPASTE D121 the local market, he says, "My dream is PHILIPS MAGNAVOX --WEB TV INTERNET TRM H310 [Ikea U.S.] will want to buy these ads from TACO BELL RESTAURANTS V234 me." -Kathy Tyrer 24 BUENA VISTA-METRO MOVIE V233 CARNIVAL CRUISES T412 FORD MOTOR CO. KELLOGG'S--CRISPIX CEREAL F122 Agency: J. Walter Thompson M&M CANDIES F211 Begins: Feb. 23 PEPPERIDGE FARM --CRACKERS F163 Budget: Undisclosed SUBWAY RESTAURANT V234 Media: TV TYLENOL COLD SEVERE CNGSTN--CPLT D212 J. Walter Thompson is creating a UNIVERSAL --FIERCE CREATURES MOVIE V233 television spot for Ford Motor Co.'s Ford 32 ADVIL--PAIN RELIEVER TABLETS D211 division specifically tailored to air during AMERICAN PLASTIC COUNCIL B512 NBC's presentation of Schindler's List CHILDREN'S TYLENOL --LIQUID D211 Feb. 23, company representative Jim MAYBELLINE LASH BY LASH --MASCARA D112 Bright said. MILLER LITE--BEER F310 The spot, the first Ford divisional brand- RED LOBSTER RESTAURANT V234 ing advertising the automaker has aired in SALON STYLE --HAIR PDTS D147 more than a year, will use the continuing SHEDD'S COUNTRY CROCK --LIGHT SPREAD F112 themeline, "Have You Driven a Ford Late- U.S. ARMY --RESERVES 13160 ly?" according to sources. Ford will launch 41 CLAIROL HERBAL ESSENCES --SHAMPOO D142 a $40 million brand campaign for the flag- GLADE --LASTING MIST AIR FRESHENER H243 ship division in the fall. Creative executions HALLMARK --GREETING CARDS B321 will be different than this spot, which has a HALL'S MENTHO-LYPTUS--TABLETS D212 low-key tone in keeping with the serious KODAK --CONVENTIONAL FILM G230 subject matter of the Holocaust film. L'OREAL COLOUR ENDURE--LIPCOLOR D112 The Ford division is the exclusive spon- LUBRIDERM--CLEAN MOISTURE LOTION D111 sor of NBC's broadcast premiere of PIZZA HUT RESTAURANT V234 Schindler's List, which won seven Academy REVLON COLORSTAY--OIL-FREE FOUNDATION D114 Awards. No local commercial time is being TROPICANA PURE PREMIUM--RTS ORANGE JC F172 sold, Bright said. A 60 -second spot will air Ranked in order of total spots. Includes ABC, CBS, NBC, FOX, UPN and WB. Regional feeds are counted as whole spots. before the movie and a 30 -second version Spots indexed to average spots for all brands advertising in prime time, i.e., if McDonald's Index =1308, McDonald's ran will run after the film, sources said. 1208 percent more spots than the average. Source: Competitive Media Reporting -Tanya Gazdik with Steve Gelsi PAGE 38 http://www.mediaweek.com February 3, 1997 MEDIAWEEK Media Person BY LEWIS GROSSBERGER

other and through violent e -mails to AOL's founder and grand panjandrum, Steve Case, Waiting On Line who never fails to respond with a polite form message from a subordinate, even IT IS A TRIBUTE TO THE SPECTACULAR SUCCESSthough he is incredibly busy being interviewed for cover stories by national news of America Online that this great corporation, vir-magazines and explaining to Wall Street analysts why AOL's stock dropped 46 points tually unknown to the public onlya few short years ago, is today one overnight. of the most hated entities in the country, cursedat by millions of Yes, even Media Person has had his problems with AOL. On the one hand, he sends enraged customers and declareda dangerous fugitive by a posse ofthis column to this magazine via the service every week, gets to read articles in Enter- attorney generals, who hunted it down last week and shot it in thetainment Weekly and Scientific American wallet. Even people who have never been on-line and have onlythewithout actually buying them, can check hourly on how much money the stocks in his vaguest idea of what a computer does cannow tell you that AOL retirement account are losing and, thanks to should be avoided at all costs, even ifyou have to obtain an ISDN an AOL-based, e-mail discussion group, gets to argue constantly with people all over the on earth though only about 26 users, since the rest ofcountry whom he's never met. On the other that might mean. them just get busy signals whenever they tryhand, one of AOL's proudest accomplish- As a jaded America Online veteran of to log on. ments, its gateway to the mighty Internet, is three or four years, Media Person can look At least that's the way it sounds in the for Media Person a total myth. Any time he down from the heights of his wisdom and newspapers. The truth, at least in Media Per- has ever attempted entry, MP's computer experience, scoffing at the hysteria and rage son's case, is that reaching AOL was more or crashes faster than a commuter airliner of the yammering loons below. Of course, heless impossible for a few ugly days after the caught in a meteor shower during an air-traf- would do the same thing had he been a mem- notorious new pricing plan went into effect, fic controller strike. ber only a week, but that's beside the point. but then things started improving, until now. So MP didn't bother throwing a tantrum When first Media Person signed on, MP can get on almost any time-after fiveover AOL's latest snafu. The problem is AOL was running third we've been spoiled by initsfield,behind perfect technology. We CompuServe and Prod- MP didn't bother throwing a tantrumover AOL's latest snafu. grew up with things like igy. Even though there televisionandtele- was not a great deal of The problem is we've been spoiled by perfect technology. phones. You dial Alas- what is known in the ka, you reach Alaska. trade as "content," Media Person liked theor six unsuccessful tries, of course. You want to see Hercules, you punch your looks of AOL. Unlike CompuServe, which Hey, everything in life is a trade-off. Un- remote and there he is. Then you buy a com- appeared to have been designed by engi- der the old pay -by -the -minute plan, you'd puter and think you're going to be able to neering professors for business students, get hypnotized by the unbelievable dense- dash off a fax, download a concerto, send AOL had lots of pretty little pictures, whichness of the virtual louts infesting some "chatyour photo to Denmark, find a monograph made MP feel all warm and fuzzy. As forroom," spend hours trying to explain toon lemming migrations, no sweat. Prodigy, it was despised by those in thethem how moronic they were and end up You poor, deluded fool. know (anyone who had read Wired once)with a bill for $8,340 at the end of the Sure, you can do such things...eventual- because it splashed advertising slogans allmonth. Under the new, improved plan, youly...maybe...after a few days or weeks of over the place and was apparently run by can pay a flat $19.95 a month, but the lines fiddling, futzing, manual reading, tech sup- some corporate behemoth for the nefariousare so jammed, you can't get on at all-or port -dialing, software reinstalling and hard- purpose of making money. so people noisily complain to their law -ware upgrading. Computers ain'teasy. As home computer sales rose and more enforcement officers. They're turning America back into a nation normal people jumped into the game, AOL To us senior members, the shouting is aof tinkerers and mechanics. And they're shot past its slower -to -adapt competitors and rerun. AOL has always had shortcomings, forcing us to relearn the meaning of a word started looking like the AT&T of on-lineglitches and screwups aplenty and we'vea lot of us had forgotten or never knew: services. Today it has 8 million customers, always griped bitterly about them, to eachpatience. clickon the future ofnewspaper advertising

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