Vol. 8 No. 5

CABLE TV

DiscoveryFinds aKids SlateCable channelwill jump into busydaypart in Augustwith Sat. a.m. blockPAGE 3

NETWORK TV

The WB:Take UsTo the PilotsNetwork to startdevelopment of6 new dramasfor possible slottingon Fridays in 1999PAGE 5

WASHINGTON

KennardMails OutFCC's AgendaNew chairmansays rising cablerates, free airtimefor pols are highon his list for '98PAGE 5

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February 2,1998 $3.25

18)0388HL *N*****Nik*m*N******ALL FOR ADC 07099

1071159037SP 19980622 edl ep SADCLAURA K JONES, ASSITANT MGRWALDENBOOKS42 MT PLEASANT AVEWHARTON NJ 07885-2120

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"THE CRAIG REISS COMMEMORATIVE ISSUE"

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ByerP \L

One side thought

there was a deal;

the other did not.

At stake are money,

friendships and the

relationship of twomedia giants. PAGE 2

aggEg

Kids Market StuckBuyers wait to commit to upfront deals PAGE 3

8

5.;

MARKETINDICATORS

National TV: SlowFirst quarter is sling soft,as unsold inventory onnets running oppositeCBS' coverage cf theOlympics IngerE. C3Sis moving what titleOlympics inventDry re-mains. Second-quarterinventory is available.

Net Cable: SkewKids market moves ata trickle as buyers dealwith large Fox Familyinventory. Marketexpected to pick up asToy Fair, which s:a-tsFeb. 9, approaches.

Spot TV: SteadyMarkets like Ca iforniaand Florida a -e start-ing to see 'poln:alads raisinc Wei- uglyheads," acco-dirg toone buyer. Automotiveand pharmaceLt calsare hot.

Newspapers: StrongTelecom gained 46 per-cent in December, asign, say buyors, ofmore to come in 1998as dereg continues.Computers cordiLesurge. Retail un Jsualfirst-quarter slump.

Magazines: SteadyTV tune -in ads remainhot despite a typicallyslow guarer. Fliigh-tech category is reli-able but not slacrwinghuge bumps.

PAGE 2 http://www.mediaweek.com February 2, 1998 MEDIAWEEK

MEDIA WIRE

PaxNet Eyes More Stations

After $120Mil Chicago BuyPaxson Communications is expected toacquire TV stations in five states afterlast week's $120 million purchase of aChicago station. In its quest to become afamily -friendly, seventh broadcast net-work called PaxNet, Paxson is activelypursuing deals for stations in Seattle -Tacoma, Wash.; Portland, Ore.; Birming-ham, Ala.; Des Moines, Iowa; and Port-land, Maine.

A source close to the proposed dealsdeclined to identify which stations wereunder study for acquisition or affiliation.Still, the source said, PaxNet is "onschedule, maybe even a little ahead ofschedule" for its August launch.

Last week, Paxson paid $120 millionfor Chicago's WCFC-TV, owned byChristian Communications of Chicago -land Inc. As part of the deal, Paxsontransfers to Christian an option to ac-quire a station serving the San Franciscomarket. Christian Communicationsexecutive vp Dave Scott said that hiscompany will provide afternoon pro-gramming to PaxNet.

"He's probably airing it as a condi-tion for the sale," said Howard Nass,director of local broadcast operations atNew York's TN Media. "It's very diffi-cult to sell commercials in religious -typeprogramming. Your standard advertisersdo not want to be in that type of stuff."

Paxson's business model rests on lo-cal sales (Paxson has said at least 60percent) with the balance from spot andnetwork sales. -Claude Brodesser

Emmis Buys Texas Monthly

For $37Mil; Levy to RemainIndianapolis -based Emmis Broadcastinghas agreed to buy Terns Monthly and alldivisions of the regional's parent, Media-tex, for $37 million. Founding publisherMichael Levy, who will stay with the bookas publisher, announced several monthsago his search for a new "partner." DowJones & Co., which had an unspecifiedminority interest in the company, decidedto end its relationship with the Austin,Texas -based title.

Editor Gregory Curtis, who also willstay on, had been a (continued on page 5)

Death of a' DaDisney thought it had an agreement with UPNNETWORK TV / By Betsy Sharkey

Like Kurosawa's Rashomon, the viewof how and why a deal that wouldhave put an afternoon block of fourDisney animated shows on the UPNnetwork died on Jan. 24 depends onwho's doing the viewing. The only

consensus was that the deal was indeed dead.The demise of this wide-ranging and

ambitious deal has strained the relationship-one that is both professional and personal-between Dean Valentine, president/CEO ofUPN and the former president ofWalt Disney Television and Televi-sion Animation, and Mort Marcus,president of Buena Vista Television.The deal's undoing also illustrateshow complicated business can bewhen giant, vertically integratedmedia companies become, at differ-ent turns, competitors and partners.

For now, both Marcus and Valen-tine are going on. "We're all big boys,"said an executive close to the situationwho would not speak for attribution.

Valentine has begun conversationswith a sister Viacom company, Nick-elodeon, to supply the network withan afternoon block of shows. "I've hada couple of very brief conversations with [Nickpresident] Herb Scannell, but we are in veryearly stages of negotiation," said Valentine, whowants UPN to be in the kids business, a senti-ment not shared by Viacom's partner in UPN,Chris-Craft Television (each owns 50 percent).

A series of complicated issues would haveto be ironed out to make such a deal with Nickworkable, including the availability of originalshows. "One of the frustrating things aboutthe Disney thing," Valentine continued, "isthat it leaked to the press before a concludednegotiation. It would be a mistake to do thesame thing [with Nickelodeon]."

Meanwhile, Marcus and his team-afterpulling their product off the floor of therecent National Association of Television Pro-gram Executives because they believed theUPN deal was in place-have begun stringingtogether a syndicated station lineup for theafternoon strip, essentially an extension of thecurrent Disney -Kellogg alliance that is set torun until the fall of '99. There are no plans at

this time to take the animated block of showsto either another network or to cable, includ-ing The Disney Channel.

Valentine categorically denied widespreadspeculation in the kids TV business that Via-com chief Sumner Redstone, upon learningof the Disney deal, squashed it for competi-tive reasons. In fact, executives on both sidessay they fully expect to be in business witheach other in the future.

"Without getting into the specifics of my

UPN's Valentine (right) wanted a kids block;Disney's Marcus thought he had sold him one.

conversations with corporate, I have the full,total authority and backing of this company tomake these decisions for the network," Valen-tine said. "No one else can make it for me. Itwas a hard decision. We did not have a deal.There were substantive points that after days ofnegotiation we weren't getting closer on. I cameto the conclusion on Saturday [Jan. 24] that wewere not going to be able to get to a point ofagreement and thought it best to part ways. I'msorry they feel hurt; I don't like causing any-body pain, particularly my ex -colleagues."

It is fair to say that hurt is only one ofmany painful emotions affecting the Disneyranks. The deal, over time, would have yield-ed millions of dollars in revenue for all par-ties. Instead, the deal temporarily short-cir-cuited station relationships that Buena Vistamust now work to repair.

"In my 22 years in the business, I've neverexperienced anything like this," said MikeShaw, Buena Vista executive vp of ad sales."We had gone through negotiations for days

MEDIAWEEK February 2, 1998 http://www.mediaweek.com PAGE 3

me' DealIPN thought otherwise

on end and were at a point where the dealpoints were set. We're obviously disappointed,and confused. These guys had agreed."

Central to Buena Vista's perspective is ameeting held at the Windsor Court Hotel inNew Orleans on Jan. 19, on the eve of NATPE.Marcus and Shaw were there, as was Valentine,Paramount TV chief Kerry McCluggage andseveral other high-ranking TV station groupexecutives. Within earshot was Paramountchairman Jonathan Dolgen. According to Dis-ney sources, the critical deal points-includingChris -Craft's approval-had been settled.There was a handshake, these sources said."We made a deal. Both sides even called theirbusiness affairs people [during that meeting] togo over the few remaining things-we're talk-ing little things," said one Disney executive whowould not speak for attribution.

UPN went into the week believing therewere key points that had yet to be resolved."Mort was overanxious; he wanted this deal tohappen," said another executive with Viacom.

Still, what made the deal unravel remainsunclear. Valentine would not specify what hesaw as the deal -breaking points. On the Disneyside, the deal was seen as a winning propositionfor all. "There were substantial revenues thatUPN would get, and the affiliates were guaran-teed an advertiser pool," said Shaw. Disneyalso was troubled by the lack of an offer fromUPN to go back to the table. But, as one sourceinvolved in the negotiations put it: "There maybe some bruised egos this week, but no one isgoing to put those larger relationships at risk."

Buyers Balk at UpfrontMarket, expected to break last week, can't get to first baseKIDS TELEVISION / By Eric Schmuckler

All's quiet on the Western front, asbuyers and sellers say no action isimminent in the kids marketplace.A few "penny -ante" accounts, asone buyer put it, have closed deals inbroadcast and cable, but the big

spenders in toys and fast foods haven't offeredbudgets yet. No one can say when the mainevent, originally penciled in for the week or twoafter NATPE, will begin; many predict it willbe after Toy Fair and the Winter Olympics.

"I'm not doing anything until March," pro-claimed Jon Mandel of Grey Advertising. Evenbuyers who prefer not to base their strategy onMandel's public pronouncements see nothingthat will crack open the market. "There's nogroundswell. It's not bubbling," said one majorkids buyer, who, like others interviewed for thisstory, would not speak for attribution.

Sellers stressed that the lack of activity does-n't prove this is a buyer's market. "What's allthis noise about when's the market going tobreak?" complained one vendor. "That doesn'tmake it any stronger or weaker."

Said Jon Nesvig, president of sales at FoxBroadcast Co.: "It doesn't make any sense forus to do it now. We've got schedule changescoming in February we expect will be positive.I'd rather wait until everyone's got their budgetsstraight."

Buyers say spending will be hurt by weak-ness in the bellwether toy category. "Hasbrohad a bad year and will be down $20 million ormore. Mattel is absorbing Tyco and I knowthey've dropped some products. And Galoob isnot participating," said a kids buyer who is anexpert in the toy business. On the other hand,Tiger Electronics has grown to a $70 million

account, and one seller reassures that "enter-tainment, videogames and fast food will bethere to take up the slack."

The cable nets are out in full force, withCartoon Net said to be pushing hard for busi-ness, supposedly starting at a 20 percent CPMincrease. But with Toon's huge rating gains,noted a buyer, "they've got no sellout. We cansay, 'I'll see you in scatter.'" Nick is said to belooking primarily for new money to put in itsnew prime -time shows, though these are soexpensive that unit prices can reach $30,000.The kids leader is supposedly looking foranother year of renewals at double-digit rev-enue and CPM increases but is not pressingthat hard.

Fox Family, selling separately from thebroadcast side, is clinging to its 1.0 rating esti-mate and a commensurate CPM. Buyers aren'tbiting. "No one ever hits the ground running likethat," one argued. This new inventory is widelyseen as depressing prices. Said a buyer, "Haim[Saban, president of Saban Entertainment,which co -owns Fox Family] is out there with1,500 units a week, and whether he gets a 0.5 ora 0.2, it takes a nibble out of everyone else."

Kids broadcasters don't even have plans out,though they're ready to go if necessary. ABCand Kids' WB have the best growth stories andbuyers expect ABC to be aggressive. Fox Kidsis coming off three years of ratings loss. "We'renot pretending we're in a plus -20 marketplace,but we've still got a lot of strength; we're still amajor player," said Nesvig.

Buyers expect to pay single -digit CPMincreases overall. They said the Disney syndica-tion block, with an uncertain distribution future(see opposite page), may be flat at best.

Discovery Joins Saturday Kids FrayCABLE TV / By Jim Cooper

Discovery Channel will enter the hyper -competitive Saturday -morning kids pro-gramming fray with a new block of shows

set to premiere in late August.The 9 -to -noon block, dubbed Discovery

Kids' Weekends, will be predominantly live -action, reality -based programming. An exten-sion of Discovery's existing three hours ofkids programming on Sundays, the new block

aims to expand the network's kids 6-11 audi-ence, whom the network claims are hungryfor real -world based programming. "In orderto compete with all the other kids players outthere, we know we need to have a bigger pres-ence on weekends," said a source familiarwith the development of the new block.

Discovery has started developing program-ming for the three new hours and has at leastthree original shows ready to go. Discovery ex-

ecutives declined to comment, but sources saidthe concept is being shopped to agencies.

"They are going to do it. The kids pro-gramming they have now is nice but it getssmall ratings and, in a crowded field, it won'tsteal too much from the big players rightaway," said one major kids media buyer whodeclined to speak for attribution. Season -to -date Nielsen national ratings on Saturdaymorning for kids 2-11 through Jan. 28 hasNickelodeon leading the pack with a 4.3 rat-ing. Fox follows with a 3.6; ABC gets a 3.3;WB a 2.1; Cartoon a 1.3 and CBS a 0.6.

PAGE 4 http://www.mediaweek.com February 2, 1998 MEDIAWEEK

AT DEADLINE

Odd Men Out Seek League of Their OwnHaving lost NFL television rights, NBC and Turner Broadcastingare discussing the possibility of launching a new professionalfootball league. According to a statement from NBC Sports:"NBC and Turner Broadcasting are in detailed, ongoing discus-sions about the feasibility of starting a new professional footballleague. Both parties are in the midst of intense research anddevelopmental analysis which will continue for at least the nexteight weeks. After passing on the rights to the National FootballLeague, NBC has and will continue to explore a variety of sportsprogramming options." Sources said that talks are taking place atthe highest levels of the two companies. The idea,the sources added, would be to create a league whoseteams would play in the fall on Sunday afternoonsand nights, in direct competition with the NFL. Atthe earliest, the league, which would be owned andrun by NBC and Turner, would start in 1999.

SAG Urges Saban Boycott'['he Screen Actors Guiki of America has taken theunusual step of rebuking Saban Entertainment, call-ing for its members to cease taking work on Saban -produced TV shows. Saban is a kids program supplier

Channel on cable. The Guild's action against the Hol-lywood production company was spurred by com-plaints from former Saban employees and parents ofchild performers. SAG alleges that Saban has failed tomeet industry -recognized wage levels, has substan-dard working conditions and has failed to become asignatory in the children's business. Negotiationsbetween SAG and Saban halted in June. Saban stillhas separate agreements for its telefilm and voice-over divisions, but SAG is urging its members not towork for Saban after June 28. Citing lower licensefees and the lack of a back -end market for kids pro-gramming , Mel Woods, Saban CFO, said: "We wouldprefer to be signatories [to all the Guild's standards].but not at the cost of turning over the keys."

NBC Pulls Promo After Nike PressureNBC agreed last week to stop running an on -airpromotional spot that lampooned Nike's new "ICan" ad campaign. The NBC spot, which touted its Workingseries, aired during the Super Bowl telecast but will no longerbe used, out of "courtesy" to Nike, said an NBC representative.Executives at the Beaverton, Ore.-based athletic shoe andapparel company had called NBC to complain about the parodyand asked the network to stop running it, Nike confirmed.

CN, New Yorker May Combine Some UnitsConde Nast and The New Yorker offices were abuzz last Fridayafter published reports said that CN president and CEO StevenFlorio and Advance Publications chairman S. I. Newhouse thisweek will discuss merging some of the magazine's departmentsinto its sister company. Both CN and The New Yorker are ownedby Advance Publications. Florio recently has taken a more directrole in The New Yorker's budgets, sources at the magazine said."No one has had any illusions about the right of [the Newhousefamily, which controls Advance] to do anything they want," saida New Yorker staffer. And a Conde Nast exec noted: "It's clear

that [New Yorker editor -in -chief] Tina Brown is notbacking [New Yorker president] Tom Florio. Shethinks someone else can better run the business."Senior executives of Conde Nast and The New York-er could not be reached for comment.

INSIDE

The WB rateswith Dawson's Creek

5

LOCAL MEDIA

11

MAGAZINES

14

THE MEDIA ELITE

17

ID NEWS

21

Feds Probe Sinclair in Columbus1 he Justice Department has launched an antitrustinvestigation into a local marketing agreementbetween Sinclair Broadcasting's Fox affiliateWTTE-TV and River City Broadcasting's ABCaffiliate WSYX-TV in Columbus, Ohio. The investi-gation centers on whether Baltimore -based Sinclairhas been able to exert undue influence on ad ratesin the market, media buying sources said. BothWTTE and WSYX provide advertisers with theyounger demographics to which Fox and ABC cater.At press time, Sinclair executives had not returnedphone calls. Justice Department officials declined tocomment, citing a policy on pending investigations.

Addenda: CBS has generated more than $560million in ad sales for its broadcasts of the 1998Winter Olympics, sources said. The network,which paid $350 million in rights fees for theGames, begins its Olympics coverage fromNagano, Japan, on Feb. 6. Virtually all of the adtime has been sold...The National NewspaperNetwork reported an increase of 41 percent in adrevenue for 1997, with total billings reaching nearly$84 million. The network is a marketing initiativefunded by 47 major U.S. newspapers.

Clarification: In the Jan. 19 Mediaweek, a list of new pro-grams offered at the National Association of Television ProgramExecutives convention should have noted that ad sales for MGMTV's The Lionhearts, distributed by Claster TV, is handled byMarcy Abelow, MGM TV Advertiser Sales, 212-708-0348.

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 fourth weeks of August and theLast two weeks of December by ASM Communications, Inc., a subsidiary of BPI Communications Inc., 1515 Broadway, New York, NY, 10036. Subscriptions are $115 one year; $195two years. Canadian subscriptions $260 per year. All other foreign subscriptions are $260 (using air mail). Registered as a newspaper at the British Post Office.Second-class postagepaid at New York, N.Y. and additional mailing offices. Subscriber Service (1-800) 722-6658. MEDIAWEEK, 1515 Broadway, New York, NY, 10036. Editorial: New York, (212) 536-5336; Los Angeles, (213) 525-2270; Chicago, (312) 464-8525. Sales (212) 536-6528. Classified (1-800-7-ADWEEK). POSTMASTER: Send address changes to MEDIAWEEK, P.O.Box 1976, Danbury, CT 06813-1976. Copyright, 1996 ASM Communications, Inc.

MEDIAWEEK February 2, 1998 http://www.mediaweek.com PAGE 5

The WB Plots Friday LineupDevelopment slate includes Warner Bros., Disney, Spelling pilots

NETWORK TV / By Michael Freeman

Warner Bros. Television Net-work plans to announce thisweek a development slate ofsix new dramas, some ofwhich may comprise a fifthnight of prime -time program-

ming in 1999, possibly Friday.Topping the development slate is a pair of

Aaron Spelling Productions dramas, ex-plained Garth Ancier, the WB's entertain-ment president. The first is a "Witches of East -wick meets Sisters" sorcery series from ConnieBurge, creator/executive producer of the can-celed Savannah series. The other Spelling pro-ject: a "location emergency response drama,"said Ancier. Added Jordan Levin, WB seniorvp of program development: "It's a cross be-tween Emergency and M*A *S*H."

Two new projects come from sibling War-ner Bros. TV. The first is Hyperion, a "twenty -something sibling -rivalry drama" set in a poorseaside community, said Levin. The other dra-ma is Bloomington, centering around the newcoach of a college basketball program.

From Imagine Entertainment and DisneyTV comes Felicity, an hour-long coming -of -age drama. Ancier said the show has "an AllyMcBeal sort of flavor" to it. And Paramount

Network TV is developing a Las Vegas under-cover -police drama from Dan Petrie Jr., whopenned The Big Easy and Beverly Hills Cop.

Ancier said the WB's success with theTuesday -night lineup (Buj)5, the Vampire Slay-er and Dawson's Creek) where it counterpro-grams NBC and ABC comedies may be repli-cated against ABC's and CBS' youth -orientedsitcom lineups on Fridays: "I think the fifthnight we'll be expanding to is Friday, but we'restill going to have to take a hard look at ouroverall schedule. What we may do is againtake an established show like Buj)5, to use as aplatform to build the new evening."

The two -week-old Tuesday lineup scoredrecord ratings out of the gate. On Jan. 27,Dawson's Creek scored a WB record 5.9 rat-ing/9 share in households, up 23 percent fromweek one's 4.8/7. Dawson's scored an impres-sive 13.5/41 among female teens and a 10.3/31overall average with teens. Steve Grubbs,senior vp/national broadcast at BBDO, said theWB benefited from running against the Stateof the Union. The night came in 108 percentahead of rival UPN's made -for, The Warlord,which got a 2.6/4. Media buyers said the WBcommanded about $130,000 per unit in Daw-son's Creek, double the net's average price.

Kennard Sets '98 FCC AgendaCable rate increases, airtime for candidates, TV ratings high on list

WASHINGTON / By Alicia Mundy

FCC chairman Bill Kennard an-nounced his 1998 agenda last Friday,the second anniversary of the Tel-ecommunications Act. From the in-flammatory topic ofcable rate increases to

the controversy over free airtimefor political candidates, Kennardmade it clear that he will be anactivist chairman. And unlikehis predecessor Reed Hundt,who was hamstrung by a dividedcommission, Kennard hasDemocrats Gloria Tristani andSusan Ness in his camp.

One of the FCC's first mis-sions this year, Kennard said, Activist chief: Kennard

will be a review of cable rate increases andconsideration of policy options to address thematter. The chairman said he hopes that inMarch the commission will be able to address

cable's horizontal ownershiprules and the number of sub-scribers one provider canmaintain.

"The pace of video compe-tition" is not moving fastenough to keep cable ratesdown, Kennard said. Headded that competition is un-likely to increase substantiallyby March 1999, when the ca-ble regulation rules are due toexpire. However, Kennard

8

MEDIA WIRE

part-owner as well. Levy had shoppedMediatex, which includes a custom -pub-lishing unit and new media operation, topublishing companies including Prime-dia (formerly K -III) and Time Inc.'sAlabama -based Southern Progress unit,according to insiders at both companies.Sources close to Levy said he wouldconsider selling his company outrightonly if he could continue overseeing itsday-to-day operations. The Februaryissue of Texas Monthly, on newsstandsnow, marks the book's 25th anniversary.

Emmis owns and operates 13 radiostations and publishes three otherregional magazines-IndianapolisMonthly, Atlanta and Cincinnati Magazine . -Jeff Gremillion

General Motors May Wheel

For ESPN's SportsCenturyGeneral Motors is in discussions withESPN about becoming the presentingsponsor of the network's SportsCenturyproject, sources said last week. Sports -Century, an 18 -month series of programson sports in the 20th century, is set tolaunch in September.

Nike also is said to be close to a dealthat would make the athletic shoe mar-keter an associate sponsor of the series.Anheuser-Busch and Burger Kinghave already singed on as associatesponsors. -Langdon Brockinton

Klingensmith Takes S/ Helm;

Elliman Turns to Ad StrategyMichael Klingensmith last week wasnamed president of Sports Illustrated.Klingensmith, 45, has been at Entertain-ment Weekly since its inception in 1990,first as publisher and later as president.His 21 -year tenure at Time Inc. alsoincluded a stint at SI from 1977 to 1980.

Time Inc. said that current SI presi-dent Don Elliman, 53, requested thechange to address personal matters. Elli-man will shift his focus to advertisingstrategy and sales at Time Inc. New Mediaand will also help develop the recentlylaunched CNN/SI cable sports network.

Sf s three associate publishers, FabioFreyre, John Jay and Michael Davey, willreport to Klingensmith. One of Klingen-smith's new tasks will (continued on page 6)

PAGE 6 http://www.mediaweek.com February 2, 1998 MEDIAWEEK

MEDIA WIRE

be to replace S/ publisher Dave Long ,who left last September to become TimeInc.'s president of media sales and mar-keting. Klingensmith's replacement atEntertainment Weekly is expected to beannounced "fairly shortly," a Time Inc.spokesman said. -Lisa Granatstein

National Black Paper Delays

Launch; Dreyfuss LeavesOur World News, the planned weeklynational newspaper targeted to AfricanAmericans, has about 60 percent of thefinancing it needs to launch, Donald E.Miller, publisher and CEO, said last week.The project was due to launch last month.A new target date hasn't been established.

"We don't want to launch until we havethe proper financing in place," said Miller,a former Dow Jones vp of employee rela-tions who left in 1995 to start the publica-tion. Miller said he expects a decisionwithin the next few weeks on the lastphase of financing. Investors in the projectinclude the Freedom Forum-run byUSA Today founder Al Neuharth-whichcontributed $1 million. Our World News ismoving from Baltimore to the New Yorkarea, Miller said.

Miller reportedly has a deal with Gan-nett Co. to print the weekly and distributeit through its national network. But editor -in -chief Joel Dreyfuss has left. Dreyfuss,former editor of Information Week andTokyo bureau chief of Fortune, was "impa-tient" after 18 months of struggling tosecure financial backing. -Dori Perrucci

March Blows Ill Wind

For Spy's 2nd DemiseSpy magazine has folded. Again. TheMarch issue will be the satiric monthly'slast. Founded by Vanity Fair's current edi-tor -in -chief, Graydon Carter, and NewYorker columnist Kurt Andersen in 1986,the book poked fun at celebs like DonaldTrump and Steven Seagal. Jean Pigozziand Charles Saatchi bought Spy in 1991,but closed the operation in March 1994after failing to find any buyers. Threemonths later, Spy returned when SussexPublishers' president and CEO Jo Col-man bought in. Spy continued to strug-gle with weak ad revenue and a lagging125,000 circ. -LG

v.v.&

added, "I am not prepared at this time" to askCongress to permit the FCC extend its con-trol. Program access for direct broadcastsatellite will also be taken up at an upcomingcommission meeting, Kennard said.

On the matter of TV time for politicalcandidates, Kennard reiterated that he be-lieves the FCC can go ahead and mandatefree airtime by networks and stations for fed-eral and state candidates. That idea, whichalso was floated by President Clinton in hisState of the Union address last week, has beendiscussed by Kennard and Vice President AlGore, who chairs a commission on the public -interest obligations of broadcasters.

Two issues of major interest to the TVindustry are content ratings and public -inter-est provisions, which the FCC is reviewing.There will be proceedings in March, Kennardsaid, addressing public -interest duties/mustcarry and free political airtime. In addition,since the Telecom Act mandates a review ofTV content ratings by the FCC, broadcasterswill be looking at what the FCC says aboutthe current system, which NBC is refusing touse on its programming.

One issue that appears to be on the backburner, for now at least, is alcohol advertising

on TV. In response to a reporter's question,Kennard said the issue was not "at the top" ofthe commission's agenda.

Kennard said that he is committed to open-ing up media ownership to more minorities andwomen and plans to introduce some ideas thisspring to achieve that goal. While he did nottalk in detail about broadcast duopolies, LMAsor cross -ownership issues, the chairman saidthat these issues will be looked at and possiblybecome the subject of new rulings, after theFCC completes its lengthy study of all broad-cast ownership rules and their effects in thenext two months. That review, an FCC repre-sentative said, will also include a look at radiomerger mania, which Kennard has recentlyacknowledged is a concern.

Sen. John McCain (R -Ariz.), chairman ofthe Commerce Committee, is concerned thatthe new FCC will look to "regulatory an-swers" for some of the issues it faces, includ-ing rising cable rates and the increasing num-ber of radio mergers. "Although chairmanKennard talks about competition as the wayto keep prices low and choices high," McCainsaid last week, "it appears that he is very will-ing to step in where he doesn't think competi-tion is moving fast enough."

HF Picks Flicks Book TopperSteuer to lead May launch of indie, title on small -budget filmsMAGAZINES / By Lisa Granatstein

Hachette Filipacchi late last weekhired Joseph Steuer as editor andpublisher of Indie, a book devotedto the growth of the independentfilm industry that thecompany will launch in

May. Steuer was East Coast filmeditor of The Hollywood Reporter,published by BPI Communica-tions, parent of Mediaweek.

David Pecker, HF presidentand CEO, formally announcedthe launch of Indie last week."This magazine will be more forthe independent filmgoer enthusi-ast," Pecker said. "It's not goingto be 100 percent trade."

Hachette is going after a nichethat also has been targeted byTime Inc.'s Entertainment Weekly.For two years, EW has distributed 800,000 freecopies of its bimonthly indie film book, Inde-pendence, through movie theaters. The maga-zine also is a sponsor of Sundance, the annual

Small is good: RobertDuvall led the prototype.

independent film festival.Indie, which will have a controlled circula-

tion, is expected to publish 10 times a year.Hachette built its 250,000 -reader list from indie

film festival lists and muse-ums. It will complement Ha-chette's mainstream movietitle, Premiere, Pecker said.Indie will focus on actors,directors, producers and dis-tributors of films with bud-gets ranging from $50,000 to$10 million. "I want to make[Indie] edgy and have it par-allel the industry itself,"Pecker said. "I thought Spinwas a brilliant launch [interms of] what it's done foralternative music. That'swhat I'm driving at here."

Pecker added that he is confident that Indiecan attract "seven or eight" movie studios toadvertise consistently, complemented by "sig-nificant" nonendemic advertising.

Who are we to say no?Kids love cartoons-everyone knows that. But theywant more. They want comedy, adventure, gameshows, sports and news too.

How do we know? Because that's what we givethem-and in turn they give us 56% of all. kidsGRPs. Nick brings kids 9 of the top 10 kids shov\ sin all of TV. And 35 of the top 50'.

Nick gives kids the variety they want-and that'swhy Nick is the network they want.

Source: Nielsen: NHI, NTT 9/1/97-12/7/97, NSS 9/1/97-11/30/97. Note: Based on K2-11,Nickelodeon Total Day and competitive kids' programming only.Subject to qualifications which will be supplied upon request.

*Some programs were counted more than once-strips/weekend programs and airings at differenttimes are considered separate programs. Ranked on impressions. .

,N998 Viacom Internatconal Inc All nghts reservelOf Kids. By Kids. For Kids.

PAGE 8 http://www.rnediaweek.com February 2, 1998 MEDIAWEEK

CABLE TV

Steven Heyer last week was namedpresident/COO of Turner BroadcastingSystem Inc. after only four years with thecompany. The newly created positiongives Heyer oversight of all Turner's pro-gram purchasing and revenue generation.Heyer will also work with network heads

Bill Burke, BettyCohen and BradSiegel to create a newintegrated model forbuying programmingand its advertisingpotential. "We'll get tomore thoughtful inter-disciplinary decisionmaking so that theoverall P&L of thecompany can be

enhanced," said Heyer of his new job.Heyer-who was president of Young &Rubicam before joining Turner in 1994and spent several years at Booz Allen &Hamilton-reports to Terry McGuirk,chairman/CEO, TBS Inc. The networkheads will continue to report to McGuirk,except CNN's Tom Johnson, who contin-ues to report to company founder TedTurner. Heyer's role with Turner Broad-casting Sales as president, worldwidesales, marketing, distribution and inter-naional networks, will basically remainunchanged. "I will continue to stay veryclose to the ad sales community. We'vespent a lot of time building strong rela-tionships with those folks, and it is ourlargest revenue stream and is a placewhere I can add a lot of value," saidHeyer. His promotion signals McGuirk'sfirst move to share the management loadat Turner 18 months after the TimeWarner -Turner merger. "Steve is the bestguy to bring this company to the nextlevel," said McGuirk.

Meet the newboss: TBS'Steven Heyer

Comedy Central last week brought TheDaily Alum back from a temporary hiatusbecause the grist from the Clinton/Lewinsky scandal was too succulent tomiss. The sex scandal has been a juicyopportunity for comedy writers to tee upon the Clinton White House and its castof characters, journalists included. Aspart of its blow-by-blow coverage, DailyShow correspondent Brian Unger hasbeen sent to D.C. to report on the mediafrenzy. -Jim Cooper

New 'Party' Place: LifetimeWomen's net tries to lure younger demos with ColTriStar hit

CABLE TV / By Jim Cooper

Lifetime Television last week paidabout $500,000 an episode to pickup off -net rights to Party of Five ina move to broaden its audience toinclude more young women. The Dis-ney/Hearst-owned network's acqui-

sition from Party distributor Columbia TriStardrew good marks from media buyers, who saidthe show should succeed in attracting youngwomen. The network has had limited successcourting young women through recent acquisi-tions and original efforts likethe year -old The Place program-ming block.

"The programming [Life-time] has picked up has skewedto older females and they've hada hard time getting their pricinghigher with that target because itis a relatively easy target to reachwith broadcast," said a mediabuyer who declined to speak forattribution.

Doug McCormick, Life-time president/CEO, coun-tered that The Place has beenrepositioned out of prime timeto Saturday morning and hasstarted to get better ratings, delivering abouta 1.8 universe Nielsen rating. McCormickadded that Ellen and Chicago Hope skewyounger on Lifetime than on their broadcastnets, ABC and CBS, scoring high viewers perviewing homes in the 18-49 demo category."We can definitely bring them in," saidMcCormick, pointing to the recent 5.2 rating

Columbia's Party joinsLifetime's lineup this fall.

for its original movie Fifteen and Pregnant.Still, The Place needs to be tweaked, said

the buyer: "Everything was wrong about thateffort. Young women are very tough to attract,especially without the right programming,which [Lifetime] didn't have. What appeals tothem-a lot of stuff on Fox-is expensive toproduce and doesn't pay off very well on cable."

The bidding for Party included several play-ers, said a source familiar with the negotia-tions who cited FX, PaxNet and MTV as pos-

sible destinations for theColumbia TriStar Televi-sion show. All three"were quite aggressiveabout it but couldn't stepup to it," said the source.FX would not comment,PaxNet said it passed forcontent reasons and anMTV representative saidthe network was never inactive negotiations.Under terms of the deal,Lifetime will strip theshow in prime timeMonday through Friday,but ColTriStar will also

sell a two-year weekend window to TV sta-tions. Fox will continue to air original episodesof the 4 -year -old series, which is having itshighest -rated season. "The combination ofhaving it on Lifetime, having it on broadcastand having it still run on Fox will make it evenmore popular," said Barry Thurston, presi-dent of ColTriStar Television Distribution.

Springer Shakes 'Em DownIn lieu of ad revenue gains, Uni looks to hike station license fees

SYNDICATION / By Michael Freeman

As a result of Jerry Springer's impres-sive ascension in the ratings sinceOctober, Universal Television En-terprises is trying to get some com-mensurate license -fee increasesfrom TV stations in lieu of advertis-

ing revenue increases."Jerry's ratings have gone up 80 percent and

the license fees we are getting are reflective of

that increase," said Steve Rosenberg, president,domestic distribution, USA Networks Inc.(Universal TV's new name). Perhaps the mostnoteworthy license -fee boost within the top 10markets has come in Washington, D.C., thenation's seventh largest DMA. According toseveral competing D.C. station sources, Para-mount Stations Group -owned WDCA-TVhas agreed to pay up to $25,000 per week for

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Springer beginning in February 1999. That fig-ure is a 300 percent increase from the $8,000 -per -week figure Tribune -managed WBDC-TVhad paid for Springer over the last three years.WDCA gm Helen Feinbloom said the $25,000figure was "not that high." In 13th -rankedDMA Cleveland, where Gannett's NBC affili-ate, WKYC-TV, generated an 11.0 rating/28 share average at 4-5 p.m. during theNovember 1997 sweeps, the incumbent is saidby market sources to have "let the show go" toFox -owned WJW-TV. WJW is said to haveheld the show to a more modest 43 percentincrease to roughly $10,000 per week.

The centerpiece of Universal's sales pitchon renewals and time -period upgrades ofSpringer is the show's strong early -fringe ratings

(a 7.8/21 household average nationally) and itspower as a lead-in to local newscasts or othertalk shows. But Springer aired in early fringe (2-6 p.m.) in just 18 markets during the Novembersweeps. That number has grown since then. InDetroit, WDIV-TV, the NBC affiliate, upgrad-ed Springer last week to its coveted 4-5 p.m.slot, where the show surged to a 12.4/26 aver-age, beating out King World's top -rated OprahWinfrey Show (10.1/21) on WXYZ-TVWDIV's 5-6 p.m. newscast also rose 24 per-cent in share to a 13.8/26 average, knockingout news leader WXYZ (at a 10.5/20).

Uni may have its hands tied elsewhere.Sources at KCAL in L.A., KTVU in San Fran-cisco and WAGA in Atlanta confirmed theysigned renewals before last fall's rating spike.

FSN Unveils Its Holy GrailRebranded Rainbow regionals are now known as Fox Sports NetTV SPORTS / By Jim Cooper

Cablevision Systems Corp., and theNews Corp./Liberty Media partner-ship last week reconfigured theirexisting regional sports networksinto one national and regionalumbrella, in a bid to bite into sports

rival ESPN's revenue.Fox Sports Net, which is equally owned by

Cablevision's Rainbow Mediaand Fox/Liberty, will smithtogether regional sports net-works that reach about 58 mil-lion viewers via 21 affiliatesacross the country. The rebrand-ing of the service will erase thename SportsChannel from fiveof Rainbow's regionals, replacingit with the FSN name. MSG Net-work, which Rainbow also owns,will retain its name.

At a party held at MadisonSquare Garden last week, ChuckDolan, Cablevision's chairmanintroduced the new brand alongwith News Corp. CEO Rupert Murdoch (viasatellite) and New York mayor Rudy Giuliani.

Long one of cable's holiest grails, theregional/national network, which took Liber-ty, Fox and Cablevision two years to pulltogether, will in its new form not only linklocal networks but also provide a nationalprogramming frame, a model similar to thenational broadcast networks, said Dob Ben-nett, president/CEO of Liberty, which linkedwith Fox in 1996.

Murdoch eyes (I. to r.) Giuliani,host James Brown and Dolan.

The new venture includes the creation of anational ad sales company, FOX/NationalCable, which the dealmakers said will provide"one -stop shopping" for national as well asregional advertising. "When an advertiserlooks at each market, they will find a commonlook, a common feel and a common brand forthe regional sports teams and the sports pro-

gramming aroundit," said ChaseCarey, president/CEO of Fox Televi-sion. Local ad saleswill continue to behandled out of thelocal networks.

Buyers agreedthat having easieraccess to regionalprogramming, wherethe fan base is moreconcentrated andrabid, was attractive."It makes it much

easier to reach those local fans who are watch-ing more regularly and intensely than thenational audience," said one media buyer whodeclined to speak for attribution.

David Hill, president/CEO, Fox Broadcast-ing, said the regional network's programmingphilosophy will be to tap into the popularity oflocal teams. "We're pushing that 'sports is trib-al' mantra," said Hill, who predicted that thenet will eat into ESPN's revenue. ESPN, whichhas 73 million subs, declined comment.

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PAGE 10 http://www.mediaweek.com February 2, 1998 MEDIAWEEK

TV SPORTSBy Langdon Brockinton

ESPN Eyes MLB SwitchBaseball balking at plan to flip Sunday games to ESPN2 in Sept.

Now that ESPN hasagreed to spend $600million per year for theentire NFL Sunday -night cable package, thenetwork has a small

scheduling glitch to resolve. That'sause is corn= a to air

Major League Baseball games on Sundayevenings in September, when the NFL seasonkicks off. To make room for the NFL telecastsin September, ESPN is looking to shift the lastfour Sunday -night games on its MLB scheduleover to sister network ESPN2.

MLB's initial reaction to the idea of beingswitched to a net that reaches 18 million fewerviewers is not favorable. "We have not approvedthat," Richard Levin, an MLB rep, said lastweek. "It's an issue that has to be dealt with.[ESPN] needs our permission [to shift]. We viewit as a serious matter. We're not going to cava-lierly allow our games to be put on ESPN2."

ESPN currently reaches 73 million TVhomes, while ESPN2 is available in 55 million.With its image and TV -viewership difficultiesover the past few seasons, MLBwould prefer to hold on toESPN's additional eyeballs onSunday nights.

Talks are ongoing betweenESPN and the league. "We havehad several discussions withMajor League Baseball aboutthe opportunities presented bythe distribution of baseball on ESPN2," saidRonni Faust, an ESPN representative. "MLB isa valued partner, and we continue to work withthem to reach a satisfactory resolution."

e

The NFL is in talks with HBO regarding a mul-tiyear extension for Inside the NFL, the pay-cable network's hour-long show that featureshighlights and analysis of each week's games."We are very optimistic, and within the nexttwo weeks or so we hope to finalize a deal," saidRoss Greenburg, senior vp and executive pro-ducer of HBO Sports. HBO has aired Insidethe NFL since 1977.

Intersport the Chicago -based sports market-ing company, is looking to sign six to eight

"We're not going to

cavalierly allow our

games to be put on

ESPN2"-an MLB rep

advertisers as corporate partnersfor the next season of Arena Foot-ball. Through such marketing deals,the sponsors would secure "substan-tial media involvement and on -sitepresence," said Charles Besser,president and CEO of Intersport,which will work in conjunction with

Arena Football League Properties.The league is expected to announce soon a

contract extension with ESPN for regular -sea-son and playoffs coverage. For the first time, theArena Bowl, the league's championship match -up, will be televised this year by a broadcast net-work-ABC will air the game live on Aug. 23.

Intersport, which also is the league's newTV -production arm, will create a variety of Are-na Football-related specials and videos. "Andwe hope to produce the games themselves, pend-ing ESPN's approval," said Besser. For adver-tisers, "[Arena Football] is a viable way to reachyoung men," he added.

USA Track b Field is in talks with two undis-closed networks about TV rights to the new

U.S. Collegiate Track &Field series, which will runfrom March 21 through May10. A representative of USATrack & Field declined toelaborate on the negotiations.USAT&F is seeking nationaland regional coverage of theseries, developed with the

U.S. Track Coaches Association and the U.S.Olympic Committee. At each of the series'meets, several collegiate teams will compete.

Sports Illustrated is seeking a sponsor for aproposed series of advertorials about golf. Eachinstallment would offer tips from prominentinstructors, said Don Mahoney, publishing di-rector of Srs "Golf Plus" section. The seriescould run for 30 weeks. Included in the spon-sorship package would be commercial time onNBC's High Performance Golf, two one -hourinstruction -based programs hosted by RogerMaltbie. One special will be broadcast Feb. 21;the other should air in the fall. The sponsorwould get time on several related golf specialsairing in syndication this summer.

NEDIAVEEKEditorial Director Eric Garland

Editor: William F. Gloede

Executive Editor: Brian Moran

Managing Editor: Dwight Cunningham

News Editor: Michael Biirgi

Departments Editor/Copy Chiel: Anne Torpey-Kemph

Washington Bureau Chief: Alicia Mundy

Editor -at -Large : Betsy Sharkey

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Michael Freeman

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,rmatstein, Jeff Gremillion, Dorianne PerrucciContributing Writers: Paul Colford, Verne Gay, Jon Markman,

John McManus, Eric SchmucklerNew Media: Mu: Catharine P. Taylor; Senior Reporter

(Ailweek): Laura Rich; Reporters (Mediaweek): AnyaSacharow: (Brandweek): Bernhard Warner

Media Person: Lewis Grossberger

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Mediaweek Online: \ lanager: Peter HobbsEditorial Reprints: Reprint Management Services 1-717-560-2001;

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Regional Sales Directors: Los Angeles: A mi BropM: Midwest: Sherry

Hollinger; Boston: Ron Kolgraf; Category Managers. Television LindaD'Adamo, New Media Jody Siano; Account Managers: EAST: h.e lore Diemer,

Bryan Hackmyer, Robert W. Imes, Jveki Leigh: Los Angeles: WendyHudson; CLASSIFIED: Poldisber: Harold Itzkowitz: Sales Managers: Julie

Azous, Wendy Brandariz, Christie Q. Manning,M. Morris, Karen Sharkey; Sales Reps: Sarah Goldish, Stacey Tilford;

Sales Assistants: Al Oleic Golden, Zalina Walton

Marketing Services Manager: Chris HcycnSpecial Events Manager: Alexandra Scott -Hansen

Promotion Art Director: Jeanne GcicrPromotion Associate: Matt PollockProduction Director: Louis Seeger

Dir. Planning h Operations: .V.Icline CippolettiAdvertising it Editorial Production Mgr: Elise EchevarrictaAssistant Production Mgrs: Matthew J. Karl, Ed Reynolds

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John J. O'Connor

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Louis Isidora

Vice President/Marketing:Mary Beth Johnston

Senior Vice President/Marketing:licimeth Marks

Executive V.P.,'Group Publisher.

Mi. Ow:

President:

Mark A. Dacey

Warr John C. Thomas, Jr

WI COW/MCADOOClisinewc Gerald S. Hobbs

Naito' 6 Chid Eneetive Officer. John Babcock. Jr.Wet/a Dee Preideeer Mark A. Dacey, Rohm 1 Dowling,

Martin FL Feely, Howard LanderSr. Vice Presidents Georgina Challis, Paul Curran,

Anne Haire, 11..vialce Lovett, Craig ReissKee Presidents: Glenn Heffernan

MEDIAWEEK February 2, 1998 http://www.mediaweek.com PAGE 11

local ediaGREENVILLE-SPARTANBURG-ANDERSON, S.C.

ASHEVILLE, N.C. ALASKATV STATIONS/CABLE TV RADIO

Claude Brodesser Rachel Fischer

GREENVILLE-SPARTANBURG-ASHEVILLE-ANDERSON/TV STATIONS

'Stepchild' Seeks to Marry RegionWITH A $2 MILLION BANKROLL, Fox AFFILI-

ate WHNS-TV is launching its own localnews-heralding a new age of competition forupstate South Carolina, buyers predict.WHNS vp and general manager Linda Sher-man is leading the charge, and building a newsoperation with new hires and equipment topsher list. Next priority for the June 1999 launchis to harness entertainment -oriented Fox view-ers and bring them into her news fold. AMeredith Broadcasting vet, Sherman cameaboard two weeks ago nom a similargm post at WSMV-TV in Nash-ville, Tenn., an NBC affiliate.

If successful, WHNS will "defi-nitely steal some share" from otherstations, predicted Shane Densmore,senior media negotiator for WesternInternational Media in Atlanta. "Itwill pull viewers from everyone'sprime time... With their own teamcoming on, it might be a horse race."

Thus, WHNS news would beshed its "stepchild" status, as onemedia buyer called it. Aimed toserve Greenville, WHNS' 10 p.m.newscast is produced by Spartanburg's WSPA-TV and has a decidedly Spartanburg focus.That won't work in a market where geograph-ic biases rule, buyers said. Along the 75 -milestrip separating the four cities-Greenville,Spartanburg and Anderson in South Carolinaand Asheville, N.C.-the three local affilswithin the DMA primarily focus on localnews from their respective counties.

Buyers said that Asheville residents loyallywatch Sinclair Broadcasting's ABC affiliate,WLOS. Likewise, Spartanburg primarilyviews its homegrown CBS affiliate, WSPA,owned by Spartan Broadcasting. InGreenville, Pulitzer's NBC affiliate, WYFF,

has the bulk of the city's news viewers.(Anderson's viewers have Sinclair's WFBC,but the independent doesn't broadcast news.)

Once it is operational, WHNS, which isAsheville -licensed, may have an advantage"because of the way they marketed themselvesinitially, and because they lack a strong[Greenville -focused] local news," said SteveGreen, director of media services at LeslieAdvertising in Greenville. "They're perceivedas a station with market -wide appeal." -CB

0

0

Carolinas reel in new industry, solid demos.

GREENVILLE/NEWSPAPERS

German Automaker Fuels

A Turn for the Better PROSPERITY IS ADDING TO THE CHALLENGE OF

print advertising buying and selling inGreenville -Spartanburg. For ad buyers,there's the often -daunting question of how toeffectively cover a market that covers hun-dreds of square miles and radiates more than50 miles south from Greenville to the Georgiaborder and north to western North Carolina.And for newspapers, there's the happy chal-lenge of an economic boon perhaps unrivaled

I

NEWSPAPERS/NEW MEDIADoti Petrucci

anywhere in the U.S. "It's a hyphenated mar-ket," said media buyer Jack Welch at Phillips& Goot in Greenville. "To get the whole mar-ket, you have to go to them all."

The traditional answer, Welch said, was tobuy the three major dailies (Greenville News,Spartanburg Herald -Journal and the AndersonIndependent) and some 20 weeklies. Nowthere are more -specialized vehicles to helphim satisfy his clients. "You have to pay atten-tion to where your customer base is," he said.

It's a customer base that is expanding-and getting more prosperous. Along 1-85between Greenville and Spartanburg, BMW,the German automaker, has built its NorthAmerican headquarters to produce its Z3roadster. Other major employers, such asMichelin, have followed suit, fueling theeconomy with thousands more new jobs.

That fact is not lost on the area's biggestdaily, Gannett's Greenville News (97,399 dai-ly, 135,703 Sunday). "Our economy is growinglike crazy," said Mark Johnston, the News'advertising vp. "Greenville -Spartanburg is

attracting upscale residents, and we do a realgood job of delivering that audience."

The paper has revamped its popular "Sun-day Business" section-a weekly tabloidlaunched in mid-1997-by offering small andmedium-sized advertisers flexible rate plansand frequency packages, Johnston said. "Theytold us they wanted to be in the paper 365days a year," he said.

The strategy is clearly successful. Accord-ing to Competitive Media Reporting, retailadvertising jumped more than 16 percent forthe 12 -month period ended November 1997, ascompared with the same period a year earlier.

Meanwhile, at the New York Times Co. -owned Spartanburg Herald -Journal (59,668daily, 67,984 Sunday), ad revenue was flat lastyear. But the paper is fighting to catch up,said its new vp of advertising, Ruth Campbell.The Herald Journal recently hired an employ-ment specialist and published the first edition

PAGE 12 http://www.mediaweek.com February 2, 1998 MEDIAWEEK

of a new employment quarterly in late 1997.When three auto dealers consolidated lastyear, the paper lost revenue, but it has sincerecouped that loss by offering new incentives,Campbell said. -DP

GREENVILLE/RADIO

'A little More Drama'Seen With Consolidation

IN GRUNVILLL-SPARIANBUR6, A ()LIE'.radio market where the Super Bowl and WorldSeries only recently was heard, newly arrivedbig guns have observers bracing for a changethat could shake the serenity. "The story hereis the story everywhere -changing owner-ships," said Catherine D'Azevedo, media direc-tor at Greenville -based Leslie Advertising. "It'sa small market. There's not a lot there."

For now. The nation's 59th -ranked radiomarket is undergoing considerable change asthe economy's traditional bulwark, textiles, issupplemented by a burgeoning auto industry.With those industries comes a growing diversi-ty in ages and nationalities -a combinationthat has propelled national radio concerns likeSinclair Broadcasting and Capstar Broadcast-ing to enter the fray.

Pending regulatory approval, Austin,Texas -based Capstar is poised to own six FMand two AM stations in the market with itsproposed merger of SFX Broadcasting. Buyerspredicted that the company may unload one ormore of those properties within a year; whichones remain to be seen.

For now, two highly rated country stations(SFX's WSSL-FM and Capstar's WESC-FM )continue to hold sway. But Baltimore -basedSinclair is looking for some respect as well.

If Sinclair can overcome potential regula-tory hurdles, it will proceed with its October1997 agreement to purchase three outlets fromKeymarket of SC Inc. Sinclair has already pur-chased WSPA-AM and FM from SpartanRadiocasting, of Spartanburg. It also has ajoint sales agreement with St. Louis -basedPalm Broadcasting's two FM stations. Espe-cially strong in that string of purchases is theadult -contemporary WSPA-FM. The rock cat-egory duel is percolating with the recent strongshowing of underdog WTPT-FM. The activerock/alternative rock mix station has a growinglistener base and has seen monthly advertisingbillings go from $30,000 to $100,000 in just twoyears, according to program director andmorning deejay Zakk Tyler. In spite of only ahandful of employees and little promotionalfunding from owner Capstar, media buyerspraised WTPT for giving SFX's strong classic

rock station, WROQ-FM, a run.Amidst this consolidation in a market

where, in the words of one media buyer, "we'reall kind of fat and happy," a lone independentoutlet hangs on. Still, David Alpert, co-ownerof WPEK-FM, a talk/news/sports stationowned by Alpeak Broadcasting of Greenville,said it's only a matter of time before radio -industry consolidation makes for a little morelocal drama. "A year from now, we'll probablysee a lot of things changing," Alpert said. "Themarket is a chess board and everyone's settingup their players." -RF

ALASKA/TV STATIONS

Klondike Fever It Isn't,

But TVB Joins Gold RushGALL THEM YAPPIES: YOUNG ARCTIC

Professionals. Alaska has plenty of them, sayits TV broadcasters. But for all its decidedlyyoung, affluent demographics, the state's TVstations have not gotten what they believe istheir fair share of national spot TV dollars.Consequently, TV stations in Alaska's largestcity, Anchorage, and elsewhere in the statehave banded to try to boost those sales -withan assist from the New York -based TelevisionBureau of Advertising. In fact, the market'saverage household income exceeds by $11,000the average U.S. household income of $41,000.

Alaskans also spent about $7,000 a year moreon retail goods than their continental U.S.brethren. Part of that figure stems from goodscosting more in Alaska, but another contribut-ing factor is the young, professional and highlypaid denizens of the oil industry and ancillarylegal, technical and accounting industries."They do have some surprising demographicnumbers," said TVB president Ave Butensky.

"The number one problem has been gettinga lot of people to accept that we're even in theUnited States," lamented Nancy Johnson,national sales manager at KTUU-TV, Zaser &Longston's Inc.'s NBC affiliate in Anchorage.

Some buyers say that Alaska's problem isthat it lacks retail outlets that would justifyspending spot dollars. "That might have beentrue five years ago," said Carter Crawford, gen-eral sales manager at Fireweed Communica-tions' KYES-TV, UPN's Anchorage affiliate,"when there was no Home Depot, no Barnes& Noble, and no Wal-Mart or Kmart."

Alaskan broadcasters' ad revenue lastyear was $20 million. A station sales directorsaid that 15 percent of that came from spotTV sales. As for a target, sales execsdeclined to identify a specific figure, sayingthat growth would be nice after years of flatstatistics. "It's growing," said KrishnaBerkes, broadcast supervisor at BBDO Westin L.A. "It is showing up on more and moreof our buy lists, but only maybe one or twomore a year." -CB

SCARBOROUGH MEDIA PROFILE: GREENVILLE-SPARTANBURG-ASHEVILLE-ANDERSON

How Greenville adult consumers compare to those in the country's top 50 markets

Top 50Markets 0/0

MEDIA USAGE

GreenvilleMarket 0/0

GreenvilleMarket Index

(100=average)

Read any daily newspaper (average issue) 58.8 56.7 96

Read any Sunday newspaper (average issue) 68.5 62.3 91

Total radio average morning drive M -F 25.5 22.0 86

Total radio average evening drive M -F 18.2 14.7 81

Watched AOE past 30 days 40.6 33.2 82

Watched BET past 30 days 8.0 6.0 75

Watched CNN past 30 days 44.3 44.7 101

Watched ESPN past 30 days 38.4 43.5 113

Watched MTV past 30 days 23.6 13.8 58

Watched TNN past 30 days 25.0 44.2 177

Watched The Weather Channel past 30 days 42.5 55.3 130

DEMOGRAPHICSAge 18-34 34.1 30.4 89

Age 35-54 38.9 38.7 99

Age 55+ 27.0 30.9 114

Blue-collar 23.8 32.9 138

HOME TECHNOLOGYConnected to cable 75.4 75.3 100

Connected to satellite/microwave dish 3.7 11.9 320

Source: 1996 Scarborough Research -Top 50 Market Report

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http://www.mediaweek.com February 2, 1998 MEDIAWEEK

'National Geographic'

will explore the

implications of the

millennium in a major

seven -part series

over the next 2 years

Universal appeal:Editor Allen saysthe supplementswill examineglobal issues.

MagazinesBy Jeff Gremillion and Lisa Granatstein

2000: A Space OdysseyNational Geographic is going boldly where it has not gone

before. Not only is the magazine expanding its worldwide

reach with a concerted effort on branding, but the 109 -

year -old book also has caught the Millennium Madness

bug. Beginning with the February issue, seven themed editorial pack-

ages, spread out over the next two years, will focus on the planet's

changes and challenges. "We thought about doing a special [millen-

nium] issue, or even a double issue," says William Allen, NG editor.

"Finally, we decided on [highlighting several] major issues that are

going to be confronting human-kind."

The first supplement, which runs70 pages, looks at exploration andadventure and includes a report on a

recent climb of "the Razor" in Ant-arctica led by Jon "I Survived Mt.Everest" Krakauer. The next millen-nium section, due in May, will ex-plore the physical world, with topicssuch as "Earth's landforms and theair we breathe," Allen says. Futuresupplements will focus on popula-tion, bio-diversity, culture and sci-ence. The final special section, set

for December 1999, will wrap up themillennium package with an updateon all the featured subjects.

How do you finance such a pro-ject? Healthy advertising helps-NG in 1997 had its third straightrecord year with 419 ad pages, up 12percent, supported by upticks inautomotive, business and tech ads.For the millennium sections, themagazine has recruited four majorsponsors-Subaru of America,Eastman Kodak, American PlasticsCouncil and State Farm Insurance."This is a real cross -divisionalopportunity as we expand ourbrand," says Scott Crystal, the Soci-ety's vp and director of advertising.

In a first for NG, Allen's editor'snote in the February issue mentionsthe "millennium partner" sponsorsand their role in the editorial project."[The advertisers'] participation isgoing to make possible genuine ex-ploration of the planet," Allen says."They will be supporting our newCommittee for Exploration [whichwill weigh grant applications] butwill have no editorial input and willnot be consulted on what we do withthe money."

John Fahey, who is set to becomepresident and CEO of the Society onMarch 1, has big plans to extend themagazine's reach well beyond itsEnglish -language circulation of9 million. National Geographicalready has a Japanese -language edi-tion, and last fall it began publishing

Spanish versions for Spain and LatinAmerica. "We started by printing450,000 magazines in Spain andhoped to sell 70 percent-they weresold off in three days," says Fahey,who is moving up from executive vpand COO. The launch generated125,000 new subscribers in Spain.An Italian -language book is due outin the spring; Hebrew and SouthKorean versions are in the works.

The Society also hopes to launcha magazine targeted at adventure en-thusiasts, "a niche audience whowants to actively enjoy and explorethe world around them," Fahey says.This new title, due in the next year ortwo, would join another NG spinoff,National Geographic Traveler. NGTsMarch/April issue will have a record118 ad pages, up 47.2 percent fromlast year. The 14 -year -old title willboost its frequency from six to eighttimes per year in 1999.

"We have a very clear mission,and a very strong franchise and foun-dation to build on," Fahey says."This provides the opportunity todevelop more products that supportour mission to target different audi-ence groups than we may have goneafter before." -LG

'Travel Et Leisure Golf'

Jim Gaines Tees Up

A New AmEx TitleAmerican Express Publishing thismonth will launch its fourth upscalelifestyle magazine, Travel & LeisureGolf. The book, edited by formerTime Inc. corporate editor (and Peo-ple and Time managing editor) JimGaines, will publish quarterly at firstbefore going bimonthly in '99.

The title will fill a "glaring void"in the golf category, says DanielBrewster, president and CEO of theAmEx publishing arm. "I lookedaround the category," says Brewster,"and all I saw were instructionalbooks-`99 Ways to Get Out of theSand Trap' and that sort of stuff.We're trying to create a lifestyle mag-azine seen through the prism of golf."

T&L Golfs initial rate base will be

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PAGE 16 http://www.mediaweek.com February 2, 1998 MEDIAWEEK

Writers' Block

A sample of great writ-ing from a recent issue:

"Get hit, get stomped,get broken, get gored,bleed. What othermeans of redemptionhad there ever beenfrom the most terriblesins? These men hadkilled, they had raped, atbest they had put gunsto other people's heads.Here was original sin,the loss of God's spirit inthe garden. Cain's mur-derous need, his expul-sion from the world heknew to the world wenow know. And here, asin some vestigial anddistorted Passion, thesemen, sin's representa-tives, had arrived at theplace where they wouldoffer up their bodies forpurging. For their ownabsolution, and every-one else's."

-"God Bless ThisRodeo," Daniel Berg-

ner's look at prisoninmates in Louisiana,

Harper's, February

Magazines

200,000, half of which will be con-trolled, via AmEx's database. Anoth-er 80,000 are paid subscribers, onboard since a 3 million-piece direct -mail effort late last year. The maga-zine has budgeted the remaining 10percent of its rate base for newsstandsales. Charter advertisers include Al-fred Dunhill, Hugo Boss, IBM andseveral high -end cruise lines.

When it came time to select aneditor for the book, whose prototypehas been circulating since fall, Brew-ster had a specific criteria. "I wantedan aging baby boomer who's bad atgolf," he says. "I went to Jim Gaines."

Gaines, a Time Inc. veteran wholeft the company in December '95and settled in Boulder, Colo., earlylast year, wasn't so sure he wantedback in the biz. "He said he was writ-ing a book and building a plane," saysBrewster. But Gaines eventuallysigned on, and work on the new mag-azine began last summer.

"We're trying to use the bestwriters and photographers to createa magazine of general interest,"Gaines says from T&L Golfs Boul-der headquarters. "This is a book

that will not only appeal to the hard-core golfer but also to the spouse ofthe hard-core golfer who getsdragged around on long golf trips."

The richly designed and pho-tographed book looks a bit like across between Travel & Leisure andMen's Journal, not surprising sinceart director Tom Brown honed hisskills at the Wenner Media men'sbook. Stories in the first issue includeRoy Blount Jr.'s humor piece on thesleazy underbelly of Augusta, Ga.,home of the Masters tournament,and top-flight travel writer RichardTodd's feature on Scottish golf cours-es, with pictures by Harry Benson.

Gaines also assigned MichaelThomas a profile of Dennis Hopperfor the premiere, thinking the twomight have a lot to talk about.Thomas and Hopper, who played around of golf together for the piece,were both formerly married to thesame woman, Brooke Hayward.

Even with his new AmEx duties,Gaines still has time to work on hisbook, Flying Lessons, a memoirabout learning to fly and reinventingone's life at 50. He is also teaching a

60 SECONDS WITH...

Danyel SmithEditor -in -chief, Vibe

Q. What's new since you became editor last July?A. We've hired a new art director [DwayneShaw] and music editor [Sacha Jenkins]. There'salso a new Latin music column, El Ritmo, and a

\\ column on singles. [This year] we're going to break more news,both in the entertainment world and in culture, much like last Novem-ber's "God City," an investigative story on [armed Aryans] in theOzark mountains. Q. What did your readers think of that piece?A. They responded to it so amazingly. They may be young, but they'resmart as hell and they want to read that kind of stuff. Q. Why did youput gospel singer Kirk Franklin on your October cover? A. He was thefirst gospel artist to have a No. 1 pop album. I thought, since we coverpop music, Kirk should be on the cover. After the deaths of TupacShakur and the Notorious B.I.G., it was great to speak to something inurban music that was very positive. Q. A few years back, tensions werehigh at 'Vibe' because many top editors were white. How are the vibesnow? A. We have a real multicultural staff, and we deal with thosekind of issues in a forthright manner. I think there is always going tobe tension whenever different cultures mix. Workplaces in the futureare going to be way more multicultural. I think we are at the forefrontof what a magazine has to be eventually.

writing a class at the University ofColorado. After his rise at-andtumultuous exit from-Time Inc.,he says he's happy with his simplerlife. "I'm doing more of the work Ireally love to do, without the admin-istrative headaches and the politics,"he says. "At Time Inc. I was removedfrom the actual, physical making ofmagazines. I think the higher you go,the less fun your job is." -JG

'Forbes ASAP' Retools

More Tech Insights,

Less Deep ThoughtForbes ASAP, the technology bi-monthly that is polybagged withForbes subscriber copies, has beencompletely overhauled to focus on"information technology" issues andto appear less like a "think" maga-zine, says editor Rich Karlgaard.

In the Feb. 23 issue, reachingForbes subscribers early this month,Karlgaard has added a front -of -booksection of short items. He has alsocut down on lengthy tech essays,although he says he will make roomfor some longer pieces. ASAP con-tributors have included Tom Wolfeand Benjamin Netanyahu.

The editorsays the 5 -

year -old bookwill be "quick -paced, lacedwith photogra-phy." The pre-vious designwas heavy onconceptual ill-ustrations.

"When welaunched, there Faster delivery:was no World Forbes book getsWide Web that streamlined lookanybody knewabout," Karlgaard notes. "Executivesdidn't have hands-on knowledge ofinformation technology. Now weknow that the Internet can be farmore potent than just an efficiencytool. You can do some profound...things with it. It's time to capturethat idea in this magazine." -JG

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MEDIAWEEK February 2, 1998 http://www.mediaweek.com PAGE 17

MOVERS

TV STATIONSEdward Piette has joinedMinneapolis/St. Paul ABCaffiliate KSTP-TV as vp andgeneral manager. He comesto the Hubbard Broadcast-ing-owned station from thesame post at Kansas CityFox affiliate WDAE

PRINTNewspapers First has namedCarol Po!ski Mintz vp andwestern regional manager, incharge of its L.A. office. Min -ski had been supervisor ofnational advertising at theLos Angeles Daily News...The Chicago Tribune hasupped William Neikirk fromWhite House correspondentto chief Washington corre-spondent. And Roger Simon,formerly a columnist for theChicago Sun -Times and TheBaltimore Sun, has joined asWhite House correspon-dent...Newsday (New York)reporters Deborah Barfieldand Ellen Yan will move tothe paper's Washington,D.C., bureau. Barfield willcover money and politics,while Yan will report on Con-gress and the New York dele-gation. Prior to joining News-day in 1995, Barfield was aWashington correspondentfor Knight-Ridder Newspa-pers. Yan, who joined News-day in 1990, won the 1995Publisher's Award for dead-line reporting...At the PeoriaJournal -Star, David Auer,formerly retail ad manager,replaces recently retired CarlArrenius as ad director. GeneHayden, previously generaladvertising supervisor, takesAuer's old job...Jeff Whit-more has joined BloombergL.P. to handle sales in Texasfor Bloomberg Magazineand Bloomberg Personal.His prior post was print cat-egory manager for AdweekMagazines.

The Media EliteEdited by Anne Torpey-Kemph

KLSX-FM's Brandmeier: Happy to be air -borne again.

The Slow Way to L.A.Transplanted Chicagoradio personalityJonathon Brandmeier

has been on the air in LosAngeles for scarcely two weeks,but the move to the West Coastis already ancient history forBrandmeier's family.

The fast -talking, 41 -year -oldshow host-whose comedic a.m.antics gained him a big follow-ing and top ratings on Chicago'sCBS Radio -owned WLUP-FM-can now be heard onKLSX-FM, also a CBS O&O.But he's been trying to settledown in L.A. for so long that it'salmost comedy enough to put onthe air. In fact, his wife and chil-dren moved from Chicago toLos Angeles and back againwhile Brandmeier went throughdrawn-out contract negotiations(finally settled last fall).

The guy who now has Brand-meier under contract, KLSXgeneral manager Bob Moore,sees the newly syndicated (inChicago and L.A.) TheJonathon Brandmeier RadioShowgram as "a national draw,

a la Rush [Limbaugh] or Dr.Laura [Schlesinger]."

Sure, Brandmeier's excitedabout the new location andgoing into syndication, but he'seven more excited about beingback on the air after severalmonths at home.

"My kids were saying, 'Doyou have to read out loud to us?'I like talking." -Rachel Fischer

TV Execs Swallow

Spinoff Spoof/t says a lot about the currentstate of television program-ming that the audience didn't

get the joke.Speaking to a crowd of thou-

sands at the recent NationalAssociation of Television Pro-gram Executives show in NewOrleans, CBS Entertainmentchairman Leslie Moonvesdecried "Me Too" TV, thenoffered an alternative. In May,he said, CBS would do a spinoffof the network's big November'97 ratings winners, Bella Mafiaand What the Deaf Man Heard.The title: What the Deaf MafiaGirl Heard.

For a split second there wasdead silence-as the audiencepondered the plotline, the cast,the closed-captioning?-then awave of laughter as they realizedMoonves was kidding.

Hmmmm...If real -life TVexecs actually thought such a pro-ject was under way, we're afraidto imagine what they might havein store for us. -Betsy Sharkey

Sunrise through Burke's eyes: Terry Burke, a media supervisor at Leo Burnett Chicago,

shot this grand prize-winning entry in National Geographic Traveler's Ad Industry

Travel Photo Contest. Her "South African Sunrise," along with two other African-

themed prize winners and nine honorable mentions, are featured in a four-color 1998

wall calendar that Traveler has sent to 2,000 members of the ad and travel

community. Burke received an all -expenses -paid, four -day trip for two to London.

PAGE 18 http://www.mediaweek corn

Kirshenbaum, Bond Et Partners boat out other ad agencies in a Gourmet -

hosted scavenger hunt th oulh Nev York hotels to promote the title's annual

Hotel Issue. Gourmet putCher Gina Sanders (I.) and consumer products man-

ager Will Schenck (c.) pmed with KBErP's (I. to r.), Jessica Pell, media planner;

Con Altshuler, ass't media planner: Carrie Pikul, ass't media planner; Zoe

Adlershurg, media supervsov and Manali Wagle, asst media planner.

February 2, 1998 MEDIAWEEK

Golf Channel chairman

Arnold Palmer served up a

sweet shot to rKick aff a month-

long, third -anniversary cele-

bration for the calil3 network

at its Orlando, Fla.. studs.

MIN\VOIKI httl www.mcdiaweek.com PAGEN

A Bob Friedman (c.),

president, New Line

Television, met up

with stars of the

upcoming movie lost

in Space Mimi Rogers

(I.) and Lacey Cha-

hert at the recent

NATPE conference in

New Orleans. Fried-

man was there to pro-

mote NLT's animated

and live -action series

based on the movie.

V Hachette Filipacchi

Magazines president David

Pecker (I.) with Scott Greenstein,

co -president, October Films, at a

party last week at New York's

2 Seven 1 Church, where HFM

announced the launch of Indie

magazine, devoted to the spirit

of the independent film.

Olympian Dan Jansen (c.) recently did a stint on Outdoor Life

network as a contributing correspondent covering the Olympic trials'

long -track speed -skating event. With him in the net's Stamford, Conn.,

studio are (I. to r.) on -air talent Greg Lewis; Rick LaCivita, vp, pro-

duction; Pam Fletcher, on -air talent; and Peter Young, on -air talent.

ling we said?Imagine being able to look an eight -year -old in the eye and know thatshe was biologically prone to criminal behavior. Now imagine whatpublication had the courage to print such an article knowing thevolatile reaction it could receive. Getting a reaction is a building

block for forming an opinion. When Al Gore wanted responseto global communications issues, he chose Scientific

American, the same source many opinion leaders gather their

opinions from. So what kind of impact will

articles on profiting from biodiversity

and peaceful nuclear explosions have in

the 21st century Well that's a matter of opinion -

Knowing where to find them isn't. Scientific American.

SCIENTIFICAMERICA\

For more information, contact Kate Dobson at kdobson@sciam-com

Working knowledge for the 21st century-www.sciam.com

a word of advice

to all those other music websites:

don't bother.

It's not hard to understand why SonicNet is recognized as the leading music site on the Web. When 18- to 24 -year -old trendsetters want the latest music news and information, live chats with their favorite artists, music videoson demand or live concert broadcasts, they come to us.

Unlike recycled brands from other media, the award -winning SonicNet was created for the digital age.

And with the debut of the new SonicNet Music Network this March, the best will get even better. With innovationslike 24 -hour, continuous streaming audio and video, as well as the first -ever music video jukebox on the Web

,_(Streamland, sponsored by Levi's®), music fans know where to go.

If you need to reach savvy trendsetters with money to spend,give us a call. The other guys just aren't wired.

AD SALES

New York:Kamuti Kiteme , 212-982-9811, kamuti@sonicnet.com

San Francisco'David Hyman, 415-551-9949, davidh@sonicnet.com

'998 Scar,Net. Inc a Tel M;:sic Cnaman

www.sonicnet.com / www.streamland.com / www.addict.com

February 2, 1998/MEDIAWEEK http://www.mediaweek.com PAGE 21

gdeacilirteUnraveling at Wired?Sources said t he next depar-ture at HotWired will beAndrew Anker, publisher ofthe technology -centric Website owned Wired Ventures,San Francisco. A companyrepresentative denied any pos-sible management changes,though sources said most day-to-day duties have beenassumed by Beth Vanderslice,president of Wired Digital, thedivision that houses HotWired.Anker's would be the mosthigh -profile departure sinceDavid Weir, managing direc-tor, was laid off in November's20 percent reduction of WiredDigital's staff.

Olympian EffortAT&T, a sponsor of the XVIIIOlympic Winter Games, willlaunch a banner campaignand online sweepstakes thisweek on more than two dozensports sites. The AT&TOlympic Trading CardProgram requires partici-pants to collect virtual trad-ing cards of past and presentOlympic athletes for a chanceto win a trip to Sydney,Australia for the 2000Summer Games.

Male DominanceRelevantKnowledge has report-ed that 24 percent moreusers are online than were inAugust, the last time theAtlanta -based firm conducteda study of the total Web audi-ence. Its December andJanuary polling also showedthat of the now 55.4 millionusers online, 57 percent ofthem are male.

The simple days of .com are over. Just as consumers were getting an intuitive

feel for guessing a company's most important interactive brand-its Web address-seven

new top-level domains will be launched, including .shop, .web and .firm. They'll be offered

next month by a strange new band of regulator/entrepreneurs, apparently inspired by the

$54 million IPO of Network Solutions, which somehow ended up owning registration rights

for .com. You see? You can make money on the Internet. -Kevin Pearce

Times Mirror Buys IntoExclusive Sports ClubBy Bernhard Warner

TImes Mirror, the $3.4 billionLos Angeles -based mediacompany, has agreed to

acquire InterZine Productionsfor approximately $8 million,sources said.

The Norwalk, Conn. -basedInterZine, publisher of sportssites, declined to comment on theacquisition at press time. Theannouncement was expected tobe made as soon as this week.

For Times Mirror, which Interline president Tom Hagopian has new

has a relatively modest online clout in the big -money online sports arena.

publishing operation, the acquisition is a moveto make up ground in the competitive field ofonline sports publications, currently dominat-ed by Disney, CBS, Microsoft/NBC and TimeWarner. InterZine, a closely held publishingcompany that launched in 1994, has incubated13 online sports -related properties includingiGOLF, iRACE and iSKI along with TheSports Business Daily.

Times Mirror is expected to retain themajority, if not all of InterZine's staff of 64.However, the exact future of many ofInterZine's online publications remains uncer-tain. Times Mirror maintains online versionsof Golf Magazine and Ski Magazine, whichessentially compete with InterZine for thesame ad revenue. InterZine publications couldbe consolidated into the better known Times

Mirror brands following thebuy-out.

R. But InterZine has done well inthe online world, amassing 10million monthly page viewsacross its sites and assembling aroster of blue chip advertisersthat includes AT&T, Cadillac,Marriott and American Express.

For Times Mirror, acquiringan established online media pub-lisher is a relatively cheap invest-ment compared to growing itsown Web brands organically.

InterZine gainsconsiderable clout."The smaller guysare having a harderand harder time ofplaying on that bat-tlefield unless theyhave a well-definedniche and, moreimportantly, a meansto promote them-selves," said DerekReisfield, vice president of business develop-ment at CBS and a major architect behind theCBS/SportsLine USA merger.

In the third quarter of 1997, the category ofsports sites ranked fourth in ad revenue, accord-ing to the Internet Advertising Bureau. III

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Search News Features Reviews People Events

DISNEY SHIFTS PROFIT PLANS p. 221 EX-CNET EXEC LAUNCHES NEW AGENCY p. 241

NEWS YOU PAY TO USE: WSJ'S BUDDE EXPLAINS p. 241 WHAT'S DRIVING REVENUES p. 261

PAGE 22 bilp./1wwk mediaweek cum February 2. 1995 MFDIAWFEK

bits"Imagine Media this week will launchChickClick, a commercial network of 20 inde-pendent, female -focused sites, which willsplit ad revenues with site creators. The Websites will include Riotgrrl, GrrlGamer, Freshand others that target young women withtopics ranging from snowboarding to highschool trauma, bad dates, women in musicand health.

Oportsline USA last week sold its tenth andfinal Olympic sponsorship on wwwsport-sline.com to Sony's digital camera division.Sony joins Xerox, Preview Travel, Bugle Boy,Anheuser-Busch and others.

'Macy's Department Stores reported last weekthat 1997 Christmas sales onwwwmacys.com amounted to a more than400% increase over the previous year. Thecompany refused to disclose overall Websales. It did say an equal number of men andwomen purchased merchandise on its site.

aStarwave-Corp; plans to commercialize itsWeb site production tools, which are now thebuilding blocks for ESPN SportsZone andABCNews.com. Five tools for Web publish-ing, e -commerce, ad management, Web traf-fic analysis and database management will beincluded in one package.

MOL Studios launched Digital City New Yorklast week. The site on the Web (newyork.digi-talcity.com) and on AOL is the 32nd local sitein the Digital City network. Content partnersinclude NY1 and Playbill; advertisers includeAmerican Express, Acura and Sony Pictures.

"As part of a recent sponsorship deal on theADSmart Network, American Honda Motor Compa-ny, Torrance, Calif., will get its brand icon con-verted into an Internet radio tuner. The dealmarks the introduction of a new ADSmartservice called "advertising sponsored applica-tions." The first sponsorship will stream audiofrom bands featured on the Internet Under-ground Music Archive, vvww.iuma.com.

"New York -based Think New Ideas, a memberof Omnicom's Communicade unit, reportedprofitability and doubled revenues for thesecond half of 1997. Net income for that peri-od reached $534,000.

"Adrienne Mand has joined IQ News asreporter, covering new media agencies. Shecan be reached by email atamand@adweek.com. Her phone number is(212) 536-1422.

Disney-B&N Deal Signals Shiftin Online Sales BusinessBY ANYA SACHAROW-Disney Online lastweek announced a hybrid advertising -com-merce deal with BarnesandNoble.com thatcould well be a blueprint for the entertain-ment giant's future online. The companywill shift its sales strategyfrom a one-dimensionaladvertising buyingmodel-where a companyis paying cash for bannerplacement-to a multi -tiered approach, where,for example, an onlinetravel, music or creditcard company is integrat-ed into Disney's site.

"We are certainlyfocusing to handle more ofthese integrated strategicalliances," said Chuck Davis,president of Disney Online.

Also, though no cohesive sales programhas been announced, sources said DisneyOnline would offer more synergy betweenESPN Internet Ventures andABCNews.com. Though these online ven-tures are operated out of the Disneyempire, each controls its own sales andmarketing programs; no packages havebeen created for advertisers.

The Barnes & Noble deal allows thecompany to he the exclusive bookseller ofDisney books on Disney.com, with the cre-

New plans call for Mickey to appear in some

new places-both on

senior vice

ation of a Disney book boutique both on theDisney site and on Barnes & Noble's site.Disney will have its own button on theBarnes & Noble home page and both sitesare extensively linked. Offline, Disney gets

the added value of retailpromotion in Barnes &Noble brick -and -mortarstores.

BarnesandNoble.compaid an advertising feeto Disney; both compa-nies share in transactionrevenue.

That arrangement isan extension ofBarnesandNoble.com's

Affiliate Network, wherethe Web and off. the book retailer creates

co -branded marketing and bookselling ini-tiatives for companies such as CondeNet,SportsZone and Time Inc. New Media. TheDisney Online deal is the first timeBarnesandNoble.com has extended anonline relationship to offline.

"So far we've seen cash -up -front dealsfor people paying for an audience," saidMelissa Bane, senior analyst at theBoston -based Yankee Group. "TheDisney-BarnesandNoble.com deal showsemerging ways companies are finding todo exchanges and take things to a differ-ent level."

Firefly Burns Outon Web ProgrammingBY ANYA SACHAROW-Concrete Media,New York, has purchased Filmfindercom, aWeb site for "intelligent" recommendationsof movies, from the Cambridge, Mass. -based Firefly Network. Concrete will main-tain a stand-alone Filmfinder, but will alsofold the service into its Girls on Film site(www.girlsonfilm.com), with plans to buildan entire network for women, also usingFirefly's software.

Firefly first launched its Filmfinder.comservice in March, 1996. The site wasFirefly's second to showcase its well -publi-cized personalization and community -build-ing software. The first, a music site calledFirefly.com (later renamed Bignote.com)launched in January, 1996, and was boughtlast fall by 2 Way Media, a Santa Monica,Calif. -based music publisher. 2 Way Medialater teamed its CD-ROM Launch withFirefly's site to create a music destination

called MyLaunch (wwwmylaunch.com).With the close of the Concrete Media

deal, said to involve money in the low six -figures, Firefly has shed all its contentproperties and will now focus on licensing.Yahoo, BarnesandNoble.com, ZDNet andVirtual Emporium are some of the compa-nies that already license the company'ssoftware, Firefly Passport and FireflyCatalog Navigator.

"The roots of the company are in soft-ware," said Nick Grouf, CEO of FireflyNetwork. "The founders come out of MIT."Advertising, Grouf said, "is a differentbusiness model. Because of our expertise,we thought the best use was to focus onsoftware licensing."

In the future, Concrete plans to launchthe GO (Girls On) Network to expandbeyond culture to other topics, possiblyincluding food, travel or money. II

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PAGE 24 http://www.mediaweek.com February 2, 1998 MEDIAWEEK

Web CrusaderLeaves CN ET

Kate Everett -Thorp, a prominent newmedia executive at CNET has resigned tostart a new media advertising agency, leav-ing the online publisher to reorganize itsmarketing department.

Everett -Thorp, who joined CNET, SanFrancisco, three years ago as vice presi-dent, crusader and advertiser programs,left the company last month to launch Lot21, of which she is president and chiefexecutive officer.

"I left to take it a step further in theinteractive advertising arena," saidEverett -Thorp, whose position at CNETcentered on helping agencies create onlinecampaigns for their clients.

Everett -Thorp described Lot 21 as an"interactive advertising agency," butdeclined to offer details about the size ofthe shop. She hopes to sign its first clientsby the end of this week.

Ellen Atkinson, CNET's executive vicepresident of marketing, said that staffmembers previously reporting to Everett -Thorp have been shifted to one of twoplaces: marketing development or ad sales."[Everett -Thorp] played a lot of differentroles," said Atkinson, who added that thoseroles may have "outlived their usefulness."In general, agencies now have more highlydeveloped new media departments.

Everett -Thorp has also been an activemember of the new media advertisingindustry and is a founding member of theInternet Advertising Bureau. GregOsberg, president of sales and marketing,will take Everett-Thorp's place as CNET'srepresentative on the Board of Directors ofthe LAB. -Laura Rich

I moversOgilvyOne Worldwide, New York, namedGeorge Pace associate director of interactiveservices. He had been director of onlineresearch and business development atPoppeTyson's DecisionTree, New York.. .At Cox Interactive Media, Atlanta: StephenBecker, vice president of commercial broad -hand services at Cox Communications,David Scott, vp of site development atCIM, and Gary Mills, senior businessmanager, CIM, were all promoted to vicepresidents of a newly formed studiomanagement group. . .NetGrocer Inc., NewYork, has named Gerald Katz, the former vpand general manager of Pharmhouse Corp.,New York, to the position of vice presidentof merchandising.

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eil Budde, one of the pu fishingA industry s ear er nternet proponents, re ze year

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wt to do. As editor ofthe Wall Journa

has translated Dow Jones' rock -solidprint franchise into one of the Web'smost promising pay services-one thathe says will soon be profitable. TheInteractive Edition has now registeredsome 175,000 paid subscribers, aboutone-third of whom are paying the $29fee for a supplementary subscription tothe print newspaper. Two-thirds arebuying just the onlineedition at $49. "Fromthe beginning, wewanted to createsomething peoplewould pay for," Buddesays. "It's alwaysbeen part of ourvision. We set out tocreate an independentproduct that wouldstand on its own."

But the story of the Journal's onlineedition could have had a very differentending. Back in 1993, when Buddemoved over to the WSJIE from DowJones News/Retrieval, he thought he'dbe building proprietary software.America Online's method of deliveringits disks to millions seemed to be themodel of distributing online informa-tion. The Interactive Edition was head-ing in that direction.

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Still, Budde had some importantinsights. Investigating the universe ofonline delivery methods, he spoke with

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Finally, after spending a year develop-ing their own software to deliver theWSJIE, Budde's team took a deepbreath, threw the software away andswitched to the Internet. The first ver-sion of the Netscape browser had beenreleased. "It did less than we wanted, butyou could read the tea leaves and say,`There will be people developing softwareto do what we want," Budde says. "Sowhy do we have to develop software?"

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PAGE 26 http://www.mediaweek.com February 2, 1998 MEDIAWEEK

Banner BiorhythmsTo every medium, there is a season. Or is there? By Laura Rich

Modem Media's John

Nardone sees a rough

pattern to online spend-

ing, but this quarter's

year's rush of business

has been "insane". I -

Fourth quarter is a bear in the media busi-ness. It's when advertisers make their finalend -run to lure consumers into stores to

meet year-end sales goals. When buyers and sell-ers of media dig in to hash out deals over the last

eyeballs and the last dollars. When work days getlonger and longer.

At Modem Media, one of the busiest centers ofonline media buying, staffers were franticallychurning out orders for online schedules for clientssuch as AT&T and Delta as 1997 came to a close.

"I'd been promising my folks all duringNovember and December: 'Don't worry, you'regoing to catch your breath come January. Thingsare going to slow down; they always do," saysJohn Nardone, media director at Modem.

"Always" is a big word for new media, whichfor advertisers primarily means the World WideWeb, a five -year -old phenomenon. In more estab-lished media, where such ebbs and flows of mar-keting money are commonly referred to as 'sea-sonality,' cycles can generally be counted on, yearin and year out. Now, in new media circles, 'sea-sonality' has become a favorite explanation forexecutives looking for a way to make sense ofrecent dips in advertiser spending online.

At latest count by Big Six accounting firmCoopers & Lybrand (which has been auditingWeb publishers at the behest of the InternetAdvertising Bureau for a little more than a year),advertisers spent some $227 million online in thethird quarter of last year. Though a smallish fig-ure compared to other media, it was a 67 percentincrease over the previous year. What troublednew media executives was the fact that, for thefirst time, the increase over the previous quarterwas in the single digits-a mere 6 percent-byfar the lowest increase in the Web's "adult" life.

Until then, quarterly reports had shown noth-ing but a continual upturn. From 1995 to 1996,online spending by advertisers increased a whop-ping 388 percent, according to industry analystsJupiter Communications. The Coopers reportsshow high double -digits dotting the floweringnew media landscape: 73 percent more spendingin the second quarter of 1996 than the first quar-ter; 46 percent more spent in the third quarterthan in the second.

But the first quarter of 1997 sparked a nearpanic. To the eyes of jaded new media sellers, whohad grown accustomed to expanding budgets, an18 percent improvement over fourth quarter 1996seemed like no growth at all. Was the party over?

Not according to Craig Gugel, vice president,chief research and media services officer atOrganic Online, and a former media researchexecutive at Bates USA. The Internet is "follow-

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Web analysts have

tracked robust ad growth

for the last couple of

years. But what caused

the "slowdowns" of '97's

first and third quarters?

ing traditional patterns of retailing," he says.According to his thinking, advertisers pushingproducts around the holidays increase their bud-gets, as they do across the board in the tradi-tional media.

Furthermore, Gugel argues that onlinespending should naturally follow traditionalmedia if the same media planner is laying outplans based on a client's objectives for the year."It has to dovetail and coincide with othermedia," he says.

Web advertising isn't necessarily beingbought and sold like other media, however, andclients' objectives for online initiatives sometimesdon't follow their offline endeavors.

"It's a bit too early to tell whether there's sea-sonality or not," observes RexBriggs, who, as vice president ofSan Francisco -based MillwardBrown Interactive, brings aheavy research perspective. "Itprobably has more to do with thefact that we're still talking abouta relatively small pool of adver-tisers not spending a whole lot."In Briggs' view, the slight shiftsin the budget of an advertiserlike Microsoft, whose bannersrepresented a majority of onlinemarketing early on, might throwthe entire industry.

According to the latestCoopers report, the interactive advertising fieldis diversifying, which may help boost the num-bers into more predictable patterns. For the first

"We're sti I l

talking about arelatively small

pool ofadvertisers not

spending awhole lot," says

B riggs.

250

200

150

100

50

0

QUARTER -BY -QUARTER GROWTH IN WEB PUBLISHERS' REVENUES

(IN MILLIONS)

10'96 2Q96 30'96 40'96 1(1'97 2(1'97 311'971A8, Coopers & Lybrand

time, consumer goods ads made up the biggestcategory of online spending at 32 percent, fol-lowed by technology advertisers, the biggestspenders until now.

Many of the online advertisers also prove tobe those selling space to other advertisers, cre-ating an incestuous environment that's difficultto accurately track. Since ad -supported Websites use advertising to drive traffic to their sites(so they can then sell ads to others), momentumis created-but is anyone making money? And,as more advertisers build electronic commerceinto their sites, this blur of advertising activitywill only increase.

It's been suggested that seasonality's impactcan be felt at the other end of the wire, as well.

In a controversial studyreleased two years ago,America Online claimed thatduring summer months, whentelevision viewing typicallydwindles, online usage spikes.Other publishers have report-ed traffic increases after theholidays, when consumers getnew computers and modemsand go online for the first time.

Modem's Nardone admitsthere may be some predictabil-ity to advertisers' onlinespending from one year to thenext, but his vision of the cycle

is more like this: a burst in the early part ofJanuary to catch the computer newcomers, fol-lowed by significant spending on Web siteenhancements with funds that weren't availableat the end of the previous year. Next, onlinemedia dollars get their due, and increase overeach quarter, until they "hit fever pitch" in thirdquarter. Holiday spending is a given.

"That being said, we're having an unusuallyinsane first quarter of the year," he says.

Modem staffers just can't get a break. Andneither, it seems, can Web -spending theorists,who will continue to seek some explanation forthe peaks and valleys that sometimes paralleltraditional media-and sometimes don't. Eitherway, it's likely time will bring about a more pre-dictable marketplace and with it, more spendingacross the board.

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CLASSIFIED ADVERTISING/February, 1998 Page C3

EASTERN SERVICES & RESOURCES

INSURANCE

ARE YOU PAYINGTOO MUCH FOR

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Arnold K. Davis & Company, Inc.

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NEW BUSINESS PRO -Positioning;Branding; Image; Creative Strategy;

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Video News ReleasesPromote your ad campaign on TV newscasts.A powerful tool for getting added exposure.Extremely cost-effective. Free demo tape.D S Simon Productions, 212.727.7770.

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CLASSIFIED ADVERTISING/February 2, 1998 Page C4

EASTERN SERVICES & RESOURCES

RADIO PRODUCTION

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If You Don't Like Our Reel,Please Call 2128661-2968,

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we'll send you a copy.OINK

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TV PRODUCTION

Phenomenal Film And Video ProductionsFor Limited Budgets. Call Joan at Richman

Films 212-582-9600

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VOICES

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O'Halloran Advertising, Inc.Serving Nat'l & Regional advertisers.

Strategic marketing designs, mapping,demographics & business data allat no added cost. (800) 762.0054.

OFFERS & OPPORTUNITIES

OFFICE SPACE

SHARE SPACEPrime midtown office share. Greatamenities & value: Penthouse w/huge terrace, panoramic view, well -lit, well -furnished, ph/fax. Excel.crealve bus. setting. Ideal for Mkt./Tech./Ad agy. or pro. (Grand/Penn).

Call Victoria 212-686-7572

SPACE FOR BARTER?Video producers with 2 Avid editingsystems seek 2 -room office spacein Manhattan PR or ad agency asbarter for in-house production ser-vices. Call John at

(212) 595-5517

EMPLOYMENT

ASSISTANT PRODUCTION MANAGERMajor weekly magazine seeks experienced person --department aboutto launch direct -to -plate system. Responsibilities include edit and adtrafficking and tracking, general clerical duties. MAC and PC knowl-edge a must. Immediate hire.

Fax resume to 212-536-6550

Classified Advertising Call M. Morris at 1-800-7-ADWEEK

RAZES for Employment and Offers & Opportunities 1-800-7-ADWEEK Classified Manager: M. Morris Classified Asst: Michele GoldenMINIMUM: 1 Column x 1 inch for 1 week: $164.00, 1/2 inch increments: $82.00 week.Rates apply to EAST edition. Special offers: Run 2 consecutive weeks, take 15% off sec-ond insertion. Frequency, regional -combination, and national discounts available. Chargefor ADWEEK box number: $30.00/week. Replies mailed daily to advertisers. Readersresponding to any ads with box numbers are advised not to send samples unless they areduplicates or need not be returned. We are not responsible for recovery of samples.

The identity of box number advertisers cannot be revealed. If ADWEEK must typesetad, charge is $20.00. Deadline for all ads in ADWEEK EAST is Wednesday, 4:30 p.m.If classified is filled prior to closing, ads will be held for the next issue, Classified Is corn-misslonable when ad agencies place ads for clients. No proofs can be shown. Chargeyour ad to American Express, Mastercard or Visa, ADWEEK CLASSIFIED, 1515 Broad-way, 12th fl. New York, NY 10036. 1-800.723-9335 Fax: 212-536-5315.

Page C5 CLASSIFIED ADVERTISING/February 2, 1998

HELP WANTED

ar efingManager

411101.11As we continue to explore new ven-tures, we see ourselves being morethan a long-distance leader. We're onour way to dominating local servicemarkets, Internet access arenas, wire-less communications and more. Asconsumers turn to us more and morefor their integrated communicationsneeds, we turn to the professionalswho will make our goals a reality withour Washington, DC, team.

In this position, you will play a hands-on role in the development and exe-cution of national marketingprograms. You will be responsible foridentifying, developing and managingrelevant sponsorships, events andpromotions for various market seg-ments. Applicants must possess aBS/BA (MBA preferred), 5+ years'related experience, including programmanagement experience, and excel-lent communications skills. Ethnicand soft drink or fast-food marketingexperience is a plus.As a well -established company, MCIoffers excellent compensation andbenefits. If you are a motivated teamplayer, please submit your resume,along with salary requirements, to:MCI Telecommunications Corp., Dept.EPAW202BL, PO Box 10130,Gaithersburg, MD 20898; FAX: (800)691-6982; email: mci@alexus.com.(Dept. EPAW202BL must appear onall correspondence for considerationand faxing in fine mode greatlyimproves images for our resumix sys-tem). MCI isproud to bean equalopportunityemployer,M/F/D/V.

www.mci.com

Sr. Marketing ManagerHerbs & OTC Nutritionals

This is a rapid growth, high visibility,small company in the Denver/Boulder area with a great careerpath. Reports to VP -Marketing. Veryinformal, people are empowered notrestricted. Want aggressive, can -dotypes who are knowledgeable in theherb/OTC category and want tomake a difference. This category willbe one of the primary growth enginesfor the next decade. If you're good,have 8-10 years experience and arelooking to break out of the mold -come and join us.

FAX 561-489-5301

INT'L MEDIAPLANNING & SALES

Fast growing, International MediaSales Representation firm located inFairfield County seeking Spanish -fluent AE to manage and developLatin Ameri./Carib region. Musthave media sales/ad agency exp.Strong communications and pres-entation skills, computer literate.Good benefits.

Fax: 203-319-1004

MEDIAOPPORTUNITIES

MEDIA PLANNING:Supervisors & Planners with at least 3years Planning experience. Strong mediaknowledge in Print and Broadcast, as wellas national and local media required.Good communicator and strategicthinker. Prior client contact. Strong writingand presentation skills a must.

LOCAL BROADCASTBUYING:

Supervisor responsible for major spot TVaccounts. Minimum 10 years experiencein spot TV and radio buying. Client con-tact and client presentation a must.Enthusiastic, bright, good negotiator tomotivate subordinates.

SENIOR BUYER:You will be responsible for spot TV, cableand radio buying for national & local retailaccounts in major markets. Minimum 6years experience. Experienced in purchas-ing sponsorships, special event pro-gramming & promotional opportunities.Analytical, good communicator. Majormarket experience in national & local re-tail. Ability to fill in for Supervisor whennecessary.

Good salary and benefits. Friendly andDynamic work environment. Come and bea part of the "other Creative Department"at DDB Needham Worldwide Communica-tions Group Inc.

Please fax resumes to:Human Resources

(212) 415-3549

MEDIACOORDINATOR

Campbell -Ewald Advertising, one ofthe world's largest ad agencies, hasan immediate opening for an entrylevel media coordinator in its NEWYORK media buying office. Re-sponsibilities will include assistingand coordinating with the media buy-ing of Northeast markets for a varietyof major accounts. The ideal candi-date will have a Bachelor's degree,(advertising major a plus), and a highdegree of computer proficiency in

Microsoft Office. If you are looking tojoin a fast -paced, dynamic team,please send or FAX (810) 558-5891your resume to:

Campbell -Ewald AdvertisingDetroit Headquarters

ATTN: HC -NY30400 Van Dyke

Warren, MI 48093EOE

LONG ISLAND

AE OpportunityLong Island's fastest growingagency seeks b -to -b AE to service ex-isting hi -tech national accounts. Com-puter literacy and 5 years experi-ence a must. You'll work in a stable,friendly environment.

Fax resume and letter to:KZS in Hauppauge

516-348-1449

AIt you don't want to go there,

you should come here. y

Unlike your typical directresponse agency, we're lookingfor creatives who are actuallycreative. Right now we need:

junior writer with 1-2 years exp.

writer & art director with3-5 years exp.

An art director with 5 + years exp.

Send resume and 5 non-returnable samples to: RappCollins Worldwide, HR Dept/TL,488 Madison Avenue, NewYork, NY 1 0 02 2 EOE.

Have morefun at work.

(Really.)Young, creative -dominated agency seeksthree new Friends to service recently wonbusiness. Fax, mail, email or Pony Expressresume, 3 to 5 non -returnable samples, andgrade -school photo. No phone calls, please.(But you already knew that.)

Art Director. You execute hot conceptsbeautifully and have direct mail productionrequirements down cold. 5 or more years.

Copywriter. Knowledge of mail is helpful-though killer concepts, polish and tastecount more. Again, 5 plus years.

Account Manager/Planner. You're asenior AE or seasoned planner ready to runyour own show. Direct & database exp. req'd.Once again, 5 or more years. (And yes, weexpect account types to send samples.)

855 Sixth Ave, Suite 317, NY, NY 10001fax: 212-564-4183 / www.jsof.com

COPY EDITOR/

REPORTERAd Pub

Part Time/Full TimeSend resume & salary requirements to:

212-421-0921

INTEGRATEDMARKETINGMANAGER

Manhattan LocationGlobal athletic retail company seeksstrong candidate within their fast -pacedmarketing team. Responsibilitiesinclude development and executionof marketing programs according todivisional goals and objectives. Theposition will utilize marketingresources and divisional assets inexecuting consumer programs thatinclude advertising, promotions,vendor co-op and event marketing.

Ideal candidate will have aminimum of 3-5 years' advertisingexperience, preferably with a workingknowledge of the retail marketplace.Kids marketing background and anunderstanding of the integration ofpromotions and event marketingare a plus. Some travel is required.

Please mail or fax your resume (onlyresumes with salary requirementswill be considered) to: BHABox D-140, 534 BroadhollowRoad, Suite 460, Melville, NY11747; FAX: (516) 753-1914.An Equal opportunity Employer

DIRECTRESPONSE

ART DIRECTORRapidly growing national agencyhas an immediate need for a DirectResponse Art Director. Only candi-dates with at least 3 years direct re-sponse experience, strong concep-tual abilities, and a no -schlock atti-tude need apply. Financial/brokerage experience is a majorplus. We offer an Inner Harbor loca-tion, a great working environment,and a competitive salary and benefitpackage. Send resume, salary re-quirements and samples to:

Attn: Polly Burkert

W.B. Doner & Company400 E. Pratt Street

Baltimore, MD 21202NO PHONE CALLS. E 0 E

AD SALESMANAGER

Broadcasting Co. is looking for adsales manager. Russian Is a must.Excellent interpersonal and organi-zational skills are required. Salesand collections experience a plus.

Please fax your resume to:201-461-2861/Ms. S. Ivanova

* * * USE ADWEEK MAGAZINE TO GET NATIONAL EXPOSURE * * *

WANTED: FRUSTRATED BRAND GENETICISTS

We think it's high time for New Brand Think. Old

Brand Think is fast losing a game of catch-up with

the real world, actual consumers and how brands

really work. So we're on a mission to hire the New

Brand Thinkers. Trouble is, you're disguised: as

marketing managers, as advertising planners, or

management consultants, academics, creatives,

even newly -graduated international relations

students...so called 'branding experience' is not

necessarily a plus.

If you're boxed -in by the way things are done right

now, we'd love to hear from you.

Send the following 3 things to us:

1) 50 words on your definition of New Brand Think

2) A mood board summing up yourself as a brand

3) One word or thought describing the DNA of

your favorite brand (Don't do Nike - everyone does

that one.)

nickandpaulPlease send all responses to: Mary Elfreicla at nickandpaul, the brandagency, 101 5th Ave. NY NY 10003 the bra ndagency

Page C7 CLASSIFIED ADVERTISING/February 2, 1998

HELP WANTED

raw

you draw well.you play with mice.

you eat cereal.cartoons fascinate you.

you surf digitally.you understand color.

children inspire you.you send your resume.

you send your samples.you get our attention.

and you do it soon.

MagnetInteractive-design director

3255 grace street nwwashington, dc 20007

www.magnetcom.

ADVERTISINGSPACE SALES

Major trade magazine publisherseeks dynamic, energetic selfstarter with proven sales record tosell in the NY metro area. Goodpresenter, quick thinker who thrivesin a team environment. 3 yrs experi-ence required, publishing or market-ing services experience a plus.Salary, commission, benefits.

Fax resume and salary history to:

212-536-5353

ACCOUNTPLANNER

This is probably the best job in thebusiness for an account plannerwith 3-5 years experience becausewe want you to lead our new busi-ness effort. We're a mid -size shopwith big size clients.

Fax resume/cover letter,

salary req. to:

908-647-8451

CAREERSURFING?

www.rga-joblink.com

Roz Goldfarb Associates(212) 475-0099

CALL 1-800-7-ADWEEK

PRINT PRODUCTION/TRAFFIC COORDINATORTHE ADVERTISING COUNCIL, INC.

The Advertising Council, the leading provider of public service announcementsin the US (Smokey Bear, "A Mind is a Terrible Thing to Waste," "Friends Don'tLet Friends Drive Drunk") is looking for a PRINT PRODUCTION/TRAFFICCOORDINATOR with 2-3 years' experience in Traffic/Print Production.

The Coordinator will be responsible for coordinating and overseeing packagingand production of materials mailed to all media across the United States. This in-cludes maintaining ad slick files and record books and monitoring the status ofprint projects.

Candidate must be highly organized and detail -oriented, with the ability toprioritize and manage multiple projects while working under tight deadlines.Must possess excellent communication, verbal and interpersonal skills, havingthe ability to interface with account executives, creatives and vendors. Mac andPhotoShop experience required. A background in direct mail and knowledge ofpostal regulations is a plus. Concern for and interest in social issues is a must.

Please send resume & cover letter to:

Michelle Grossman, Human Resources Consultant

The Advertising Council, Inc.261 Madison Avenue - 11th FloorNew York, NY 10016-2303

Fax (212) 922-1676

E -mall Mgrossman@adcouncil.orgNo Calls, Please

GRAPHIC ARTIST/DESIGNEREuropean Stars & Stripes, a 45,000 circulation newspaper based just outside Frankfurt,Germany, has an immediate opening for a Graphic Artist/Designer in the Advertisingdepartment. Candidate must have 2 years experience with a daily newspaper andfamiliarity with digital newspaper transmission. Creation and production of assortedadvertising materials and collateral pieces; skill in QuarkXPress, Photoshop, and Il-lustrator; ability to manage multiple deadlines in an intense production environment;and ability to work well within a team necessary. Position will include moving expenses,and housing allowance, a total compensation package of $50-60,000.

Interested candidates should contact:Nick D'Amario at tel: 01 1-49-61 55-601 252

Fax: 011-49-6155-601412 Email: damarion@maitestripes.osd.mil

SALES &MARKETING

COORDINATORneeded for fast -paced ad/marketing trade magazines. Col-lateral, sales support, media kits,staff supervision, support Publisher,GM & VP Marketing. Must havestrong computer skills. High 20's.

Fax to:

Michelle 212-536-5353

ASSISTANTMEDIA

PLANNERSFast -paced, New York basedadvertising agency is seekingbright, enthusiastic go-getters for

entry level Assistant Media Plannerpositions. College degree required.

Fax resumes to:

Annemarie Panettieriat (212) 337-6129

DIRECT RESPONSE

BROADCAST BUYERGrowing Direct Response Groupwithin major company. 2-3 yrs exp.in DRTV Buying. Blue chip clientroster, planning exp. a plus, strongnegotiator, detail oriented, Excel,PowerPoint, & MS Word. Pleasesend resume to:

TN Media Inc. Personnel Dept.101 Park Avenue, 3rd Floor

NY, NY 10178or Fax to: 212-907-7253

E.O.E.

SENIOR (COPY) WRITERIndustry -leading interactive agencylooking for talented writer withstrong conceptual and hands-onwriting experience. Experiencewith in-teractive communications, advertis-ing/copywriting, and industry -specific experience (telecommunica-tions, banking, automotive, small-business) helpful. Send resume andnon -returnable samples of your bestwork through US Mail to

3255 Grace Street, NWWashington, DC 20007

Attn: C

ADVERTISINGActive Media, a fast paced mediabarter company, has the followingopportunities available:

Print Media Buyer/PlannerMedia Buyer/Newspaper

Media Buyer/Outdoor

We seek experienced professionalswith knowledge of Windows, Exceland Word. Barter experience a plus.

Forward resume, which must

specify position desired as well assalary history/requirements, to:

ACTIVE MEDIAAttn: Trade Department

One Blue Hill PLaza, 9th Flr.Pearl River, NY 10965

Fax: (914) 735-0749

MARKETINGDIRECTOR

Leading upscale publicationseeks creative minded teamplayer to lead department. Can-didates must have a minimum of5 yrs of media marketing back-ground with management experi-ence preferred. Experienceshould include sales promotion,event marketing, added valueand interacting with sales forceto develop and implement salesopportunities. Please send yourresume with salary history to:

Dept 252902 Broadway/10th flNew York, NY 10010

Equal Oppty Employer

V.P. CREATIVE DIRECTORCreative PassionWe need a creative director thatloves the agency business andknows how to work with top notchcreative teams to produce powerfulads, direct mail, video andelectronic media. Passionate, in-teractive, team focused environmentin one of Chicago's fastest growingagencies. Minimum 10 yrs experi-ence -- and a great attitude. Send re-sume and salary history toADWEEK Classified Box 3624,936 Merchandise Mart, Chicago,IL 60654

ART DIRECTORNeeded for Ad Agency in Manh. Musthave 4yr exp formulating/researching &know! of Japanese culture to create lay-out dsgns for advertising in Japanese lan-guage media. Respond to:

HR Dept.Kang & Lee Advertising Inc.

315 5th Ave,NY, NY 10016

(212) 889-4509, ext. 103

CLASSIFIED ADVERTISING/February 2, 1998 Page C8

HELP WANTED

ARNOLD COMMUNICATIONSDrivers wanted.

If you are a seasoned account person (AE, AS, MS) who has a drivefor life, a passion for great creative, and an affinity for integrated marketing -we need you.

(By the way, if you can really drive the ball, we have a golf clientwho'd love your expertise.)

Let us tell you how you can have a great life and a great career inNew England.

Arnold has excellent benefits and is a company that is committed todiversity in the workplace.

For consideration, forward your resume to:

Anita Lamoureux, AWArnold Communications, Inc.101 Arch StreetBoston, MA 02110Facsimile (617) 737-6424

No telephone calls, please.

CIRCUIT CITYJoin the Media team of the 8th largest advertiser in the U.S.!

Not only are we the 8th largest advertiser in the U.S., and the 8th largest in spot TVspending, Circuit City is also one of the largest in-house buying groups in the country. OurMedia Buyers negotiate and place all broadcast media for Circuit City, CarMax and DIVXin a variety of markets nationwide

We have the following positions available:Media Manager - Participate in marketing strategies, supervise teams, network and localbuying and media planning. 8-10 years agency or in-house media planning and buying andct least 1 year of supervisory experience a must.

Media Buyer- 2 years broadcast media buying experience, superior negotiating skills, andprevious experience buying spot TV in major markets is required.

Media Buyer Trainee - We want to teach you how to buy our commercial TV and radioairtime. Must have experience in marketing, mass communications, advertising, or o relatedfield (5 years preferred); a degree in these fields is highly desired.

All positions to be based in Richmond, Virginia.Interested candidates should forward resume to:

Circuit City Stores, Inc. / Staffing & Planning - Attn: AD8502M9954 Mayland Drive / Richmond, VA 23233 / Fax: 804-527-4086E-mail: cc-jobs@ccnotes.ccity.com We promote a drug iree workplace Eut

INTERN for ADWEEK/MEDIAWEEK/BRANDWEEK ONLINEWe need an intern in the New York office. Duties include: assisting in daily edit-ing and spot checking, assisting in ad campaigns and mailers, maintainingcustomer support, assisting in various web site development projects.

If you are into Adweek, Mediaweek or Brandweek Magazine, the internet, and ifyou're eligible for college credit for the Internship, then give us a call. We wantcollege interns who are energetic, willing to learn, and ready to have a goodtime.

Call Sarah at (212) 536-5215or e-mail: sburke@bpicomm.com

Classified Advertising Call M. Morris at 1-800-7-ADWEEK

Regional MarketingAssociate

Leverage your creative and market analysis tal-ents at a progressive industry leader-Schieffelin& Somerset Co., a joint venture of Louis Vuit-ton/Moet Hennessey and Guinness/United Dis-tillers and Vintners. Our dynamic, market drivenorganization, distinguished as the importer/mar-keter of premier brands such as Dom Perignon,Tanqueray, and Johnnie Walker, is seeking a pro-fessional to shape further market success.

The self motivated individual we are searchingfor will plan, implement and evaluatestrategies/programs which optimize customer sat-isfaction and profitability within the geographicterritory. Duties include: identifying marketingstrategies which target brand/company objectives;tracking budgets; preparing communication mate-rials, reports, and presentations; and performingquantitative analyses of marketing effectiveness.

To qualify for this opportunity, you must havekeen project management, analytical and commu-nication skills, along with a Bachelor's degree inBusiness or Marketing. 2-4 years of experience ina related Marketing capacity and knowledge of PCapplications for charts, graphs and data analysis arealso essential.

We offer an excellent salary, comprehensivebenefits package and career development potential.Please send your resume with salary history to:Jana Smith, Human Resources Department-RMAWK, Schieffelin & Somerset Co., TwoPark Avenue, New York, NY 10016. EqualOpportunity Employer M/F/D/V.

Schieffelin & Somerset Co.

Page C9 CLASSIFIED ADVERTISING/February 2, 1998

HELP WANTED

n a world of strategy, AutoNation USAproudly presents speed.

AutoNation USA, the nation's largest automotive retailer, is revolutionizing the waypeople buy and sell cars from coast to coast. And the career opportunities forprofessionals are exceptional. So if you have the talent, acumen and drive, consider

our Ft. Lauderdale, Florida -based corporate headquarters. With AutoNation USAyou're going to go places... and fast.

MEDIA MANAGERAs a creative, forward -thinking media specialist, you will contribute your significantexpertise in strategic planning to media buying for our megastores and new cardealerships, as well as negotiate and manage corporate newspaper contracts andbroadcast/out-of-home media buys. You'll need outstanding communication andinterpersonal skills along with previous retail media planning/buying experience,preferably in the automotive industry. Above all, our fast -paced environment requiresan independent thinker with an entrepreneurial spirit and the desire to identify win -

win solutions to challenging marketing scenarios.

Along with unlimited personal and professional growth, AutoNation USA offerscompetitive compensation and full -featured benefits. For immediate consideration,forward your resume to: AutoNation USA,Attn: Human Resources/MM22, 110Southeast 6th Street, Suite 2300, Ft.

Lauderdale, FL 33301. Fax: (954) 769-6423.

AutoNation USA is an equal opportunity

revolution and maintains a drug -free

environment. The Better Way To Buy A Car -

SENIOR ART DIRECTORYou're up on the trends, but not trendy. You think typography is a lost art. Youwon't concept without a strategy, and you want to be in on the strategizing. Yousee TV on a budget as a challenge, not a shame. You believe there's beauty in abrochure. You don't take yourself too seriously, but you're deadly earnest aboutwork. You sound just great to us, so send your resume, salary requirements andat least five print samples to:

Creative DirectorAbramsonEhrlichManes

1275 K St. N.W., Washington DC 20005No phone calls, please.

Designer/Art DirectorHilton Head Island, SC

Talent Wanted: Creative, dedicated,inspired person needed to help a fastgrowing design studio keep up thepace. Mac, illustrative and 3 yrs. exprequired to secure a position on thissemi -tropical island paradise. Clientsrange from local retail to nationalcorps.

Send resume and non -returnablesamples to Attn: Cathy McDevitt,

or call 803-785-5137.Meissner Illustration & Design Inc.

P.O. Box 6114Hilton Head Island, SC 29938

middes@hargray.com

PRODUCTIONMANAGER

Fast paced Manhattan ad agency/Design Studio seeks manager totrack expenses, estimates, and in-terface with printers and suppliers.Must be incredibly organized withproduction background and Mac/Excel oriented.

Fax resume ONLY to:212-6754763

SALES PROMOTIONAcct. Exec/Acct. Supv

Upstate N.Y. agency continues togrow its national retail and con-sumer promotion capabilities. Weneed a minimum of two pro-fessionals in strategy development,concepting and execution. Shouldhave key account experience andworking knowledge of the varioustactical promotional program solu-tions.For consideration, please fax re-sume and salary requirements.

Attn: Human ResourcesWolf Group (716) 853-1214

E.O.E.

ACCOUNT EXECUTIVEIf you've got lots of talent --client con-tact, writing, marketing, sales --we'vegot a great position. We're an estab-lished, fast growing B -to -B agencywith diversified blue-chip accounts.Fashion/textile experience a plus!

Krome Communications307 4th Avenue

Pittsburgh, PA, 15222FAX: 412471-0246

THE RIGHT WRITERThe Lunar Group, a full -service, sky -rocketing, NJ -based advertisingagency, seeks Senior Copywriter with ability in all media. Experienced.Fast. With big ideas and well-chosen words. Work as part of a strongcreative team.Is this you? Tell us about it -- briefly -- with the right letter (and samples) to:

The Lunar Group, Inc.9 Whippany Rd., Whippany, NJ 07981

Phone: (973) 887-3500 Fax: (973) 887-3722ad@lunargroup.com

ASSISTANT ACCOUNT EXECUTIVEExcellent growth opportunity for an Assistant Account Executive to workon national OTC package goods account at a growing mid -size, 4A'sadvertising agency. Ideal candidate should possess at least one yearagency experience. Previous package goods or media experience a plus.If you're looking for a dynamic position where you can learn and grow,we're looking for you!

Send resume and cover letter to:

ADWEEK Classified, Box 38441515 Broadway, 12th fl., New York, NY 10036

SENIOR SALES EXECUTIVEFast growing, cutting edge Trade Publisher is searching for a SENIORSALES EXECUTIVE who can help us leap frog the competition. We have ahigh quality well respected publication in the Consumer Electronics Indus-try. If you have a solid track record of success, can "Think out of the Box"and love the selling process, let's talk. Please forward your resume andcover letter telling us what it is about you that separates you from the sell-ing crowd. Send to:

PublisherWIDEBAND MAGAZINE INC.

210 East 52nd Street, New York, NY 10022

MODE MAGAZINEseeks two Administrative Assistants. One to assist Publication Directors. Second toassist Advertising Dept. Ideal candidates must be enthusiastic, articulate and possess ex-ceptional organizational, phone and interpersonal skills. Both positions involve heavyphone work, follow-up, appointment scheduling and client contact. Must be detail or-iented, well -organized and able to multitask in a fast -paced environment. Proficiency inMS Word is a must, knowledge of ACT!, QuarkXPress, Excel and Powerpoint a plus.We offer competitive salaries with excellent benefits. For immediate consideration,forward your cover, indicating position preference, and resume with salary requirementsto:

Wendy Sipple, HR Manager, MODE Magazine22 E. 49th Street, 5th Floor, New York, NY 10017

FAX: 212-328-4041 e-mail: wlsmodemag@earthlink.net

Advertising SalesWelder Publications, Inc.is looking for a top outside

advertising sales performer in ourNew York office. The magazines

you will proudly representare category leaders...

Muscle & Fitness and FLEXIf you excel in sales, are team

oriented, passionate about theFitness and Health field,

send your resume to:

One Park Ave., 10th FloorAttn: C. Scardlno

New York, NY 10016

USEADWEEK MAGAZINES

TO GET NATIONALEXPOSURE

ACCOUNT MANAGERSmall, fast paced Manhattanagency seeks extremely organizedstrategic thinker w/excl. pres-entation skills to manage maj. acct.,incl. daily reporting, research andclient liaison. 3 yrs. asst./jr. and 1 yracct. mgmt. exp. required.

Fax resume ONLY to:212.675.4763

FILM & TV JOBSEntry level to senior level professionaljobs in entertainment nationwide(cable & TV networks, film/TV studios,TV stations, etc.). 2x/mo. For Info.,Entertainment Employment Journal:www.eej.com (888) 335-4335

CALL 1-800-7-ADWEEK

CLASSIFIED ADVERTISING/February 2, 1998 Page C10

HELP WANTED

DIRECTOR OF MISGrowing Pharmaceutical AdAgency offers a unique opportunityfor a computer specialist with mini-mum of 5-7 years experience tohead up the MIS department. Theright individual will be trained inhardware and software main-tenance for both PC's and MAC'sand have a detailed knowledge ofsystems designed specifically for theadvertising field. Must be amotivated people person with theability to organize, flexibility tochange direction quickly and theskills to manage both time and peo-ple.

Terrific benefits, 3 weeks vacation.401(K) Plan. Salary commensuratewith experience. Please send yourresume with a cover letter discuss-ing your experience and statingyour current compensation packageto:

RDWEEK Classified, Box 40551515 Broadway, 12th fl.

New York, NY 10036

ACCOUNT EXECUTIVECentral CT based ad agency islooking for an enthusiastic detailoriented account executive withexcellent project management andcommunication skills. You musthave 2 to 3 years of agencyexperience that includes afoundation in media and workingknowledge of the creative process.Current or past experience withhealth care or auto aftermarket isdesired. Send or Fax resume to:

Melissa WattsThe BCB Group, Inc.1 Research ParkwayMeriden, CT 06450Fax: 203-630-7805

TRAFFIC MANAGER

JR. COPYWRITERIntl. Cruise operator seeks full timeTraffic Manager to coordinate heavybrochure production. Also seeksFull -Time Jr. copywriter for factchecking, editing and some writing.

Fax resume to:DNrector of Sales & Marketing

(212) 774-1545

Promotions & Event Marketing

When you think of Nestle, you probably think of chocolate, but there's a lot moreto Nestle than candy bars and chocolate milk. With brands like Stouffer's, Ortega, Taster'sChoice and Friskies, just to name a few, we are The World's Largest Food Company - the onlycompany that is truly dedicated to providing a complete range of food products to meet theneeds and tastes of people from around the world, each hour of their day, throughout theirentire lives.

When we enter the promotional arena, we pull out all the stops. That's why we arelooking for an expert to manage the development and execution of cross -divisional plans forspectacular consumer promotions and event marketing. Our programs are well funded, and thescore includes television, radio, print, relationship marketing, public relations, the Internet,segment marketing and account -specific co -marketing. Not to mention in-store and on -premisesampling and signage.

For at least 6 years you have dreamt of a chance like this. The opportunity toorchestrate a multi -dimensional team of world class players. You have a terrific track record instrategic planning and program execution; the know-how to motivate and manage resources effectively;and wisdom to understand that your peers andsupplier partners can contribute to your success.

Reporting to the Director, Promotions &Event Marketing, Nestle USA, your performancecan earn worldwide renown. For confidentialconsideration, please submit your resume withsalary history to: Nestle USA, Inc., StrategicStaffing Dept., 800 North Brand Blvd.,Glendale, CA 91203. Principals only. No phonecalls please. Nestle USA, Inc. is proud to be anequal opportunity employer.

NealeMakes the Very Bestre

Reach your ad community inADWEEK CLASSIFIED

ADVERTISING MANAGERTime Out New York seeks high-energy, assertive Individual to manage thecay to day operations of Its exceptional Advertising Sales team. Managerwill have heavy interaction with all the departments in the magazine. Assuch. the manager will be responsible for the team's performance; meet-ing monthly targets; promoting superior client relations and reporting onthe team's successes. Successful candidate will have at least 3-5 yearssales and management experience In a magazine environment. Must bec clear and effective communicator; have strong negotiation skills and beable to work In a fast -paced environment. Excellent opportunity for anyonelooking to grow with a successful and energetic company.

Please fax cover letter, resume, salary history and requirements to:

M. Aleman212 673-8382

ACCOUNT EXECUTIVESimon Marketing, a global sales promotion and marketing agency in suburbanChicago, is looking for experienced account executives to join our Client Ser-vices Department. Our agency develops superior value-added promotional con-cepts and products for several industry leading companies. Due to rapid ex-pansion of our U.S. business these account executive positions are availableNOW.

Specifically, we need full-time account people who meet the following: Bachelors degree required, MBA preferred 3-5 years marketing/sales promotion agency experience Knowledge of/experience with licensed properties, toy manufacturing, brand

management Excellent communication and project management skillsAll positions will require travel and will require someone good at building rela-tionships.

For immediate consideration please send resume and cover letter to:

Simon Marketing, Human Resources Dept.1 TransAm Plaza Drive, Ste. 120

Oakbrook Terrace, IL 60181

Page C11 CLASSIFIED ADVERTISING/February 2, 1998

HELP WANTED

Does your ulcer havea country view?

You live and breathe great advertising. Why not do it breathing

pure country air? Our pastoral setting may help you unwind.

But our supercharged team and high -profile client list will get

your juices flowing. (Not your gastric juices, either!)

ACCOUNT MANAGERS 6 COORDINATORS Three positions open:

7 - io years in retail/management; 5 - 7 years in business -to -

business; or B.A. with 2 - 3 years of communications experience,

plus strong organizational and computer skills.

BROADCAST MEDIA BUYER Broadcast Media Buyer: 5+ years of

multi -market experience. Great position for creative thinker.

Don't work hard because you have to. Work hard because you

love it. Send resume to Dawn Hassan, Mintz 6 Hoke, 4o Tower

Lane, Avon, CT o600l. Or fax to 86o -679-975o. EOE. No phone

calls please.

STAR AGENCY'S

STAR MEDIA

TEAM NEEDS

MORE STARS

We're on the lake. We're on the

Mag Mile. We're experiencing

explosive growth. As an agency.

As a department. As a matter of

fact, we've grown so much in

the last year, we have openings

forFIVE media planners and

supervisors. Could we

use you?

Let's

find out. Fax

your resume and salary

requirements to Pat Banavak,

Euro RSCG Tatham,312.337.3898, or snail mail

to 98o N. Michigan Avenue,

Chicago, IL 6o6n.

WE 11'4 LAST YEAR.HOWM Y PLACE DO?

The position is in media,but the mission is creative.

Saatchi & Saatchiis looking for innovative

individuals ready to join thehottest Ideas shop on the planet

as Assistant Media Planners,Media Planners and Supervisors.

Are you passionate about what you do?Do you have a strong desire

to create ideas that would giveour clients a competitive edge?

If so, we want you as partof our winning team.

SAATCHI & SAATCHIFax cover letter and resume to:

(212) 463-3303Attention: Human Resources

Enjoy the

benefits

of Utah

without

actually

having to

live there.

EURO RSCG/DSW Partners, a Salt Lake City -based,high-tech ad agency is looking for production staff

for our San Francisco office.

PRINT PRODUCTION DESIGNER Someone who's been

it: the advertising or graphic arts industry for fourears and who can effortlessly hop the fence between

RGB and CMYK. The right person will be very sharpin Quark, Photoshop, and Illustrator and if you knowMarathon, that's not going to hurt either. And althoughit's not a necessary skill, we think people who cansketch are swell. This position is structured for salaryor contract, so non-tlexible people need not apply.

INTERACTIVE DESIGNER If you've been designing for

2 years and are hungry to see how a leading agencydoes interactive, WE WANT YOU. We want someonewho knows Photoshop and Illustrator, and someonewhose design skills are topped only by their enthusiasmand energy. This is a salaried position and if you thinkyou can hang with us, read on.

EURO RSCG/DSW Partners is the benchmark forfast -paced environments, so fasten your seat belt andsend your resume and samples of your work to:

PRODUCTION SERVICES(specify Print or biter -active)

EURO RSCG/DSW Partners4 Triad Center, Suite 400

Salt Lake City, Utah 84180Print Designer position also available in Salt Lake City.

REACH YOUR AD COMMUNITYWITH ADWEEK MAGAZINES

CLASSIFIED ADVERTISING/February 2, 1998 Page C12

HELP WANTED

"For MarketingProfessionals, It's LikeHeaven On Earth."

Why CA? Just ask any of our 10,000employees in more than 40 countriesand they'll tell you why. We're theworld's leading independent businesssoftware company, offering more than500 software products from systemsmanagement to database and applica-tion development to all kinds of busi-ness applications like manufacturingand financials. We make more kinds ofsoftware for more kinds of computersthan any other company in the world.Immediate opportunities exist in ourISILANDIA, NY office.

Writers We are looking for talentedwriters for our corporate marketingdepartment. Must have experiencewriting compelling copy for all types ofmarketing collateral -- annual reports,brochures, product literature, directmail, etc. Ability to turn assignmentsaround quickly and a good eye fordesign are advantages. A minimum of3 years experience writing promotionalcopy and a bachelor's degree arerequired.

We offer a generous compensationpackage with a long list of benefits thatnobody else can match, including401(k) and profit sharing plans, com-pany -paid medical and dental cover-age, on -site daycare and fitness cen-ters, tuition reimbursement andtremendous growth opportunity.Please call or send your resume today.

GTOMPUTER®PISSOCIATESSoftware superior by design.

Computer Associates International, Inc.Human Resources Dept -AW0202One Computer Associates Plaza, Islandia, NY 11788-7000Tel: 800-454-3788 Fax: 800-962-92240 E -mail your resume in ASCII text to: resumes-usa-r1@cai.comOr visit our Web site at www.cai.com

Equal Opportunity Employer WF/DN. All product namesrefeenced herein are the trademarks of theirrespective companies. © Computer Associates International, Inc., Islandia, NY 11788-7000.

PRINT PRODUCTION/GRAPHIC DESIGN MANAGERTHE ADVERTISING COUNCIL, INC.

The Advertising Council, the leading provider of public service announcementsin the US (Smokey Bear, "A Mind is a Terrible Thing to Waste," "Friends Don'tLet Friends Drive Drunk") is looking for a PRINT PRODUCTION/GRAPHIC DE-SIGN MANAGER with 4+ years experience in all aspects of print production anddirect mail, including 4/c and B&W ad work, 0-0-H, packaging, collateral andpostal requirements.

Candidate must have extensive background using Mac, including the ability towork in Quark and working knowledge of Photoshop and Illustrator. This job en-tails extensive print production and light design work.

Candidate must be highly organized and detail -oriented with the ability toprioritize and manage multiple projects while working under tight deadlines.Must possess excellent communication, verbal and interpersonal skills, havingthe ability to interface with account executives, creatives and vendors. A back-ground in direct mail is a plus. Concern for and interest in social issues is amust.

Please send resume & cover letter to:Michelle Grossman, Human Resources Consultant

The Advertising Council, Inc.261 Madison Avenue - 11th FloorNew York, NY 10016-2303Fax (212) 922-1676

Mgrossman@adcouncil.orgNo Calls, Please

We're looking for everybody.We've got jobs. All shapes. All sizes. Every year, we fill thousands ofshort and long-term assignments for hundreds of companies andagencies nationwide. We place all types of experienced marketing,advertising, communications and creative professionals. And some ofthe jobs do turn permanent. If you're available to work now and livein the tri-state area, send us your resume. Chances are, we'vegot a job to fit you.

Paladin Resource Department270 Madison AvenueNew York, NY 10016Fax: 212/689-0881E mail: newyork@paladinstaff.comwww.paladinstaff.comEOE/M/F/D/V

PALADIN.INTERIM STAFFING

New York ChicagoLos Angeles

ICON Account ManagerHOOGHT STSLt.

Magazine for Men

ICON is a rapidly growing national consumer men's maga-zine. We are currently seeking an experienced, independent,creative advertising sales professional to manage and expandour market share in the following categories:

Corporate/FinancialConsumer ElectronicsDomestic/Import Auto

Relevant sales experience will be strongly considered.Excellent writing and communication skills are required.Send or fax resume to:

Jessica GodfreyICON Thoughtstyle Magazine595 Broadway, 4th FloorNew York, NY 10012fax: 212.219.4045

COPYWRITERS WANTEDWRITE WELL, WORK FAST --YOU'RE HIRED!

This is s000000 embarrassing. We really wanted to write a hip, clever ad, but wehaven't got the time, so this will just have to do. If you can write the kind of adwe would have written if the work wasn't pouring in, New York's fastest -growinghigh tech agency is looking for you. Required: Buckets (or oodles or whatever)of energy, enthusiasm, creativeness. Also required: Team attitude, fun orienta-tion, and positive feelings for technology. (No Unabombers need apply.) Experi-ence working with New Media and/or on computer or telecom accounts a bigplus.

Fax resume, salary history/requirements, and letter to:M. Welch @ (516) 741-3966 Or e-mail to mwelch@wngadv.com

For Classified Advertising Rates

Call M. Morris at 212-536-6493or 1-800-7-ADWEEK

Page C13 CLASSIFIED ADVERTISING/February 2, 1998

HELP WANTED

ADVERTISING

ACCOUNT EXECUTIVEAnticipate, prioritize, deliver!

This is an exciting, fast -paced opportunity to handle a multi -dimensionalrole for Minolta's Corporate Communications Department.

Duties involve analyzing clients' business needs; creating businessrecommendation/plans; developing production estimates and trackingbudgets; liaising with sales promotion, local advertising, directmarketing, public relations, trade shows and special events on allprojects. Duties also include measuring and reporting project successes.

The position requires a BA in a related field and at least 3 years ofexperience, including a background in advertising. Must have strongoral/written communication skills. PC proficiency in Windows software(Word/Excel) and Microsoft Project a plus.

We offer a competitive salary and comprehensive benefits.For consideration, send/fax resume with salary requirements to:Minolta Corporation, Attn: Linda Loveland, 101 Williams Drive,Ramsey, NJ 07446; FAX (201) 825-7567.

Equal OpportunityEmployer M/F/D/V.

MINOLTAWE DECIDED TO PUT

ALL OF THE REASONSFOR YOU TO JOIN US

DOWN ON PAPE',We're one of New Jersey's oldest, largest, most successful finan-

cial planning firms and we are currently looking for motivated, suc-cess -minded individuals looking to make a REAL move in theircareer. If you've got the DRIVE, we'll clear the ROAD:

WE OFFER: OVER 8,000 MUTUAL FUNDS PRODUCTS FROM OVER 150 COMPANIES IN-HOUSE FEE BASED FINANCIAL PLANNING FIRM IN-HOUSE HEALTH BROKERAGE FIRM $54,000 PLUS COMMISSION LEADS, LEADS, LEADS FULL BENEFITS COMPREHENSIVE TRAINING

NO ONE COMPANY HAS MORE TO OFFER. Change Your Career for thebetter Today. CALL: Rich Figurelli at (973) 575-7663. Or Fax your resumeto: (973) 575-7996

NEW ENGLAND FINANCIAL OF NORTH JERSEY

ACCOUNTSUPERVISOR

ATLANTAFull service Atlanta office ofstrategic and creatively driven NewYork ad agency is looking for asuperstar account supervisor.Candidate must have a passion forgreat creative and strategy. A pro-ven track record of solid client rela-tionships, outstanding communica-tion skills, strong strategic thinking,and a "can do" attitude are re-quired. Business -to -business andhigh tech or telecom, experience isa plus.

If the above description sounds likeyou, and you've had at least twoyears experience as an accountsupervisor, fax your resume to:

(212) 366-3632An Equal Opportunity Employer MIF

IT'S EASIER THANOPENING YOUROWN AGENCY

Do you control advertising/PR bill-ings that could be really profitablefor you in the right environment?We're a well -established NorthernNJ agency with national & regionalaccounts. Our award -winningcreative, production, & ad-ministrative support & professionalatmosphere can help grow your bill-ings & income & support your newbusiness efforts. Great people withdiverse marketing backgroundswhose ideas can help you excel.And we offer one of the best com-mission arrangements you'll everfind. To explore this oppty, fax yourletter in confidence, to:

PresidentFax: 973-857-4041

CAN'T KEEP A SECRET?If you are looking to go above and beyond the ordinary and join a top performing organization, then youneed to talk about our client!

We have been retained by one of the nation's best kept secrets and fastest growing software companies.They are currently looking for the following professionals to join their cutting -edge Media Relationsdepartment, whose main purpose is not to keep quiet, but to spread the word:

Media Relations Specialist -Business Press

Three+ year's business press experience, preferrablywith high-tech clients.

Media Relations Specialist -Trade Press

Three+ years' of high-tech public relations experience,agency side a plus, as well as knowledge of hardwareand/or software technology markets and terminology.

Media Relations Specialist -Industry Analyst

Three+ years of direct industry analyst experience,preferably with software or hardware analysts.

Our client is an Equal Opportunity Employer

Media Relations CoordinatorOne+ years' high-tech public relations experience,ageny side a plus.

Please apply Online At:http://www.resjobs.com/q44

If unable to apply online, please call our toll -freenumber TODAY MONDAY or 24/hours a day,7days/week.

1-800-221-3333, Ext. Q44RecruitmentEnhancementServices

DDIRECTOR OF PRODUCTION SERVICES

We're a California -based, award -winning communications firm seeking anexceptional individual with excellent hands-on management, negotiation and

communication skills, as well as a proven record for problem solving, to directall production service departments for our company including print

production, digital imaging, art buying and film archiving.

Five years plus experience in print production/prep technologies, familiaritywith current printing innovations, leadership experience in developing

processes for quality control, work flow, and database tracking systems ina creative environment are essential.

Forward résumé and salary history to: The Designory, inc.211 E. Ocean Blvd., Ste.100, Long Beach, CA 90802-4809.

Attn: DPS Fax #: (562) 491-5225 No calls please EOE M/F

MEDIA RESEARCHMANAGER

Major national media buying com-pany seeking an individual who willbe responsible for evaluating, re-commending, installing and main-taining data systems for media buy-ing and planning functions.Qualified candidates should have3-5 years of media research experi-ence as a senior analyst or similarcapacity. Extensive knowledge ofavailable sources and systems suchas IMS, Donovan, Nielsen, Arbitron,MRI. Through knowledge of allmedia sources both establishedand new. Work with team in the de-velopment of proprietary systemsand databases.

Ad agency experience a +. Salaryrange of $50k -60k.

Send resume with writing samples to:

Zenith MediaDirector of Human Resources

299 West Houston StreetNew York, NY 10014

MIFIDIVNo calls please.

EOE

* * * USE ADWEEK MAGAZINE TO GET NATIONAL EXPOSURE * * *

ACCOUNT/SALESEXECUTIVE

SIX FIGURE OPPORTUNITYA leading New York City media,marketing and merchandising firmhas an opportunity for a focused pro-fessional to join its sales team. Musthave minimum of five years agencyand/or marketing experience.Strong presentation and writingskills are essential. An excellent com-pensation and benefits packagemake this a golden opportunity.Please FAX resume and letter de-scribing your strengths and salaryrequirements to:

(212) 319-6234

STUDIO MANAGERBusy commercial print & filmstudio looking for computer liter-ate, organized, motivated man-ager. Industry experience helpful.

Fax resume: 212-675-5540

CLASSIFIED ADVERTISING/February 2, 1998 Page C14

HELP WANTED

SALESREPRESENTATIVES

Your sales expertise andour leadership positionmake a perfect match.

Modern Bride Connection is themarket leader for regional weddingmagazines. With service to 14 regionsnationwide, more and more brides-to-be are looking to us for guidance andexpert advice. As a result, we haveexceptional opportunities for qualifiedSaus Representatives across the country.

Positions are currently available inChicago, Detroit, Connecticut, NYC,Northern California and Southern NJ.Responsibilities will involve extensivetelephone and in -person sales activitiesas well as attendance at bridal eventsand related industry functions.Qualified candidates will have a

successful sales track record, strongorganizational abilities and excellentcomputer skills, preferably MAC.

Ccmpetitive salary and commissionstructure. Comprehensive benefits. Toarrange a local interview in your area,please send resume with salaryrequirements to:

HR DIRECTORPRIMEDIA, INC.

715 Fifth Avenue, 10th FloorNew York, NY 10022FAX: 914-347-3586

An equal opportunity employer

SENIOR PRINTPRODUCER

ATLANTAFull service Atlanta office of NewYcrk ad agency is looking for aSenior Print Producer. Candidatemust have at least 8 years of adagency experience. Production in-cludes high volume color advertising,outdoor and some collateral. Positionrequires juggling schedules, keepinga close eye on costs, maintainingtight quality control, and close work-ing relationships with creative and ac-count teams.If 'ou are interested in and have thequalifications for the above position,fa> your resume to:

(212) 366-3632An Equal Opportunity Employer M/F

CALL 1-800-7-ADWEEK

Help Us Leadthe WayJoin Vanguard, the world's largest pure no-loadmutual fund company, as our incredible growthcontinues. Vanguard's Individual MarketingCommunications department seeks a GraphicDesigner, Graphic Specialist, and Copywriter toproduce high -end brochures, direct mail pieces,and newsletters.

Graphic Designer

Macintosh system. 7+ yrs. experience. Quark, Photoshop &

illustration programs.

Graphic Specialist

Bachelor's degree. Superior skill in conceptualizing

and organizing information flowwith writers on team.

Macintosh system. 2+ yrs. experience. Quark, Photoshop &

illustration programs.

Copywriter

Bachelor's degree or equivalenttypesetting experience.

Superior production skills andattention to detail.

2+ yrs. ofprofessionalexperience.

Bachelor's degree. Talent for creating accurate

authoritative copy.

perience preferred for all positions.Previous mutual fund ex

Freelance Graphic Design or Copywriting positions arealso available. Vanguard offers flexible project schedulingand opportunities to be a preferred Vanguard vendor.

For more information, visit our website at www.vanguard.com.Qualified applicants should send a resume and work samplesto: The Vanguard Group, Code E98AWIMIM, P.O. Box 876,

Valley Forge, PA 19482. No phone calls please.

THM11311.1ardGROUP

BROADCAST and CABLE BUYERExperienced broadcast and cable buyer (4 years plus) to work atsmall, growing agency & buying service in Flatiron District. Positionwill be diversified, including planning and buying print (must be willingto learn). Reports directly to VP, Media, with opportunity to help ex-pand department. Friendly co-workers, atmosphere.

Fax resume and salary requirements to:

L.F. @ (212) 505-6899

LIQUOR FIELD MARKETINGUS Concepts Inc., the premier on -premise sampling agency in the US, is look-ing for several Zone Supervisors to work in their liquor Division in San Franciscoand Miami. The ideal candidate will have 3-5 years of consumer marketing orsales background in the liquor industry, excellent communication, writing andleadership skills as well as solid business, computer and organizational skills.

Please forward resume along with salary requirements to:

US Concepts, Inc.16 West 22nd Street, New York, NY 10010

Attention: Eric Ravett

Page C15 CLASSIFIED ADVERTISING/February 2, 1998

HELP WANTED

ADVERTISINGTradewell Inc., the 21 year old

premiere media barter compa-

ny, has the following op-

portunities available:

Senior Print Media Negotiator

Media Buyer/Newspaper

Junior Media Buyer/Outdoor

We seek experienced professionals

with knowledge of Windows, Excel

and Word. Barter experience a plus.

Forward resume, which must

specify position desired as well as

salary history/requirements to:

Attn: Paul Steinberg

Fax: (212) 319-6234

Call M.Morris1-800-7-ADWEEK

The ResourceFreelance

13 pr ECTMarketing

Heather FrayneFrayneTel: 212.6911942 / Fax: 212.924.133145 Christopher St., New York, NY 10014visit our website at www.dmoc-inc.com

DMOCDIRECTMARKETERSON CALL, INC

ADVERTISING SALESMOUNTAIN BIKE Magazine, the world's best selling mountain bike magazine

is seeking a Non -Endemic Sales Representative in our New York Office.

The ideal candidate will have a successful background in print advertising

sales. Experience with non -endemic (non -cycling related) East Coast accounts

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MEDIAWEEK February 2, 1998 http://www.mediaweek.com PAGE 29

CALENDAR

Cosmopolitan will presentCosmo's Fun FearlessFemale of the Year awards(main honoree to be an-nounced) at a luncheontoday at the Waldorf-Astoriain New York. Contact KateParente at 212-649-3304.

Third Media ResearchCouncil of Los AngelesVendor Expo will be heldFeb. 10 at the Beverly HillsHotel. Lunch speaker willbe noted media researcherErwin Ephron, of Ephron,Papazian and Ephron, onmedia optimizations; panelsession will be on account-ability of interactive media.Contact: (310) 854-8622.

The Graphic Communica-tions Association will pre-sent Primex '98, the PrintMedia Executive Confer-ence, Feb. 11-14 at the Bilt-more Hotel in Coral Gables,Fla. Opening -session key-note speaker will be EfremZimbalist Ill, president,Times Mirror Magazines.Contact: 703-519-8167.

The American Associationof Advertising Agencies willpresent its Media Confer-ence and Trade ShowFeb. 11-13 at the DisneylandHotel in Anaheim, Calif.Speakers include John FKennedy Jr., editor ofGeorge; author Ken Auletta;and Reid Horowitz of theU.S. Department of Justice.Contact: 212-682-2500.

International investmentbank Schroders and Varietypresent their annual confer-ence on the media andentertainment industry,"The Business of Entertain-ment: The Big Picture,"March 31 at the Pierre Hotelin New York. Contact: 212-492-6082.

Media NotesNEWS OF THE MARKET Edited by Anne Torpey-Kemph

Super Bowl Delivers 133 MilNBC's final NFL broadcast, ofSuper Bowl XXXII on Jan. 25,was the third most -watched TVprogram in history, deliveringsome 133.4 million viewers-a3 percent increase over lastyear's Bowl. The surprise Den-ver Broncos win over the GreenBay Packers delivered a 44.5 rat-ing/67 share, according toNielsen Media Research fastnational ratings. Since the Bowlwas a nail -biter to the end, rat-ings rose as the game proceeded.The final 30 minutes of the tele-cast drew a 50.4/70.

CNBC to Produce Dow ReportCNBC will handle the produc-tion responsibilities of DowJones' The Wall Street JournalReport as NBC and Dow Jonesexpand their links, both compa-nies said last week. CNBC willstart producing the show some-time in the first quarter from itsheadquarters in Fort Lee, N.J.The weekly half-hour show hadbeen produced in New Yorkfrom the Wall Street JournalTelevision studios for the past16 seasons.

TCI Challenges News ReleaseTele-Communications Inc.issued a response last week chal-lenging a release issued by theConsumer Electronics Manufac-turing Association regarding thecompany's position on high -defi-nition television (HDTV). TCIsaid the release falsely assertedTCI's 14 million customers maynever have the chance to seeHDTV because the company'snew set -top boxes will pass on alower -resolution version ofHDTV than that delivered toTCI by broadcasters. TCI main-tains the boxes will be able tohandle all forms of HDTVdelivered from broadcasters for

consumers as standards are setand become available.

Game Show Net Debuts Jep!Sony's Game Show Network lastweek launched Jep!, a children'sversion of Jeopardy!. The show'sformat will mirror the adult ver-sion, with three contestantsanswering questions in the formof a question on topics rangingfrom pop culture to science. Theshow, created by game show pro-ducers Scott Sternberg (LoveConnection and The DatingGame) and Harry Friedman(Jeopardy! and Wheel ofFortune), is a Columbia TriStarTelevision production in associa-

tion with Scott Sternberg Pro-ductions for Game Show Net-work. The network has 22episodes of the show, which willrun Fridays at 8:30 p.m.

SMART Gains SponsorsStatistical Research Inc.'sSMART project, the Philadel-phia -based experimental TV rat-ings service, has gained four newsponsors. Buena Vista Televi-sion, Colgate Palmolive Co.,Saatchi & Saatchi and TeleVestsigned on last week, the NewJersey-based companyannounced. SMART is operat-ing a 500 -home test in Philadel-phia and hopes its findings will

One of the Rocky MountainNews' five post -Bowl specials

News'BlitzScoresCall it the Avis syn-drome. The RockyMountain News isstill No. 2 to TheDenver Post, but ittries harder, as evi-denced by the blitzthe tabloid createdto celebrate theDenver Broncos'Super Bowl victory.

The Scripps -Howard -owned tabloid printed five extra edi-tions and eight special advertising sections, starting theweekend before the Bowl; ran daily TV and radio spots;mounted full-size outdoor billboards; printed and distrib-uted 200,000 stickers to fans and 400,000 rack cards fornewspaper racks, sports bars and media outlets; andsponsored cross -promotions with McDonald's, US West,King Soopers and media partners KCNC-TV Channel 4.The News even put together a special "Salute That! PartyPack" of special editions, stickers and rack cards, whichsome 500 subscribers bought. Expectations are also highfor sales of a 96 -page, four-color commemorative bookthe News' editorial department has in the works.

PAGE 30 http://www.mediaweek.com February 2, 1998 MEDIAWEEK

Media NotesCONTINUED

be proven more accurate thanrivalNielsen Media Research.All four major networks arealready sponsors of the project,plus a variety of TV advertisersand media agencies.

Daily Paper Sales Hit RecordAt $6.2 billion, 1997 sales of dai-ly newspaper properties nearlydoubled 1995's record $3.2 bil-lion, according to a report byDirks, Van Essen & Associates,a newspaper merger -and -acqui-sition firm based in Santa Fe,N.M. "Daily newspaper valuesare as high as they have beensince the late 1980s," said thefirm's CEO, Lee Dirks, notingthat 169 of the nation's 1,600 -plus dailies changed hands lastyear. "We see activity remainingbrisk through 1998."

Univision Ups RoskowskiUnivision last week promotedScott Roskowski to director ofnew business, national spotsales. Based in New York,Roskowski will coordinate theSpanish -language network'snew business activities in its 10regional offices. He will reportto Philip Woodie, vp of nationalspot sales.

Gear Names Ad DirectorMarc Weinhouse has beennamed advertising director forGear Magazine, Bob GuccioneJr.'s first project since sellingSpin to Vibe Ventures last Junefor $42 million. Weinhouse hadbeen with Spin for five years,most recently as a senioraccount manager. Gear will bepositioned as a young men'slifestyle book with a focus onfashion and pop culture. Themagazine is expected to launchin September and publish threebimonthly issues before goingmonthly in March 1999.

Nagler Moves at CBS NewsHarvey Nagler has been namedvp of CBS News, Radio. Naglerhad been gm of the same group.He will be responsible for all ofCBS News' radio operations,including news gathering andprogramming. He succeeds ScottHerman, who recently took overas gm of CBS Radio's WNEW-FM in New York City while con-tinuing in his longtime post asgm of WINS -AM.

Bud Spots on ESPN in AsiaAnheuser-Busch has reached adeal to advertise its largestbrand, Budweiser beer, in Asiaon ESPN Star Sports. A jointventure between Rupert Mur-doch's Star TV, an Asian televi-sion service, and Disney, ESPNStar Sports is carried in 260million households in Asia.

TWI Plans Olympic ShowsTransWorld International, theNew York-based sports market-ing and TV distribution compa-ny, has joined with the U.S.Olympic Committee to createnew events and programmingcentered around the Olympicmovement in America. The firstproject will be a 26 -part syndicat-ed series called U.S. OlympicGold, targeted to affiliates ofNBC, which owns the Olympicbroadcast rights from 2000-2008.TWI plans to provide biweeklysatellite feeds of the half-hourspecials, starting this fall, toaccommodate NBC affiliates'weekend sports schedules. Eachepisode of Olympic Gold willprofile American Olympic ath-letes in training, highlight majorU.S. competitions and the latestnews and information on theOlympic preparations. TWI andthe USOC also teamed on Gold-en Moments of the Winter Gamesand Golden Moments on Ice, a

Big in Baltimore, but doesHomicide play in Peoria?

RatingsHitHomeMost TV shows filmedin readily identifiablecities tend to do par-ticularly well withviewers in those cities,a Nielsen Media Re-search study reports.NBC's Baltimore-themed Homicide:Life on the Streetskills in that market.Nationally, the showaverages a 7.8 house-

hold rating; in Baltimore, it clocks a 15.5. Warner Bros.'Cleveland-themed sitcom The Drew Carey Show, alsodelivers significantly higher numbers in its host market,where it gets a 22.5, but a 11.4 national HH rating. Thehalo effect happens with Paramount's Frasier, whichearns a 12.9 nationally, but delivers a 21.1 rating inSeattle. New Yorkers seem to readily identify with theirsurroundings on NYPD Blue [Twentieth Television], whichearns an 11.5 rating nationally, but receives a 19.5 ratingin the Big Apple. Oddly, while Chicago-themed ER[Warner Bros.] posts a 22.5 rating nationally and a 29.2 inChicago, Columbia TriStar's Chicago Hope gets lower-

than -average ratings on its home turf, falling from a 9.4national HH rating to a 9.2 in Chicago.

six -part series airing now in 85percent of the country.

New Leaders at IHTA new leadership team will takethe reins the International HeraldTribune when Richard McClean,60, retires March 1 after fiveyears as publisher and chief exec-utive officer and James McLeod,the paper's ad director for nineyears, departs to take a top postat Redwood Publishing in Lon-don. Peter C. Goldmark Jr., 57,formerly president of the Rocke-feller Foundation and senior vpfor eastern newspapers for TimesMirror, will become chairmanand CEO; and RichardWooldridge, 55, formerly directorof the Westminster Press region-al newspaper group owned byU.K.-based Pearson PLC, willbecome president and COO.Effective immediately, Ann M.Blinkhorn, 38, previously direc-tor, development planning at the

The New York Times Co. (whichco -owns the Tribune with TheWashington Post), was namedpresident, IHT North America.

New Mag for Ferry RidersPierless, a monthly magazine tar-geted to the 25,000 daily passen-gers of commuter ferries in theNew York City area, will launchin April. Atlantic Highlands,N.J.-based Pierless Inc., publish-er of the new title, notes thatmedian household income forferry passengers is $152,500;more than 82 percent are profes-sional/managerial and 59 percentwork in the financial markets.The open rate for a four-color adpage in Pierless is $3,000. Thebook will be edited and publishedby Ellen Bollinger, most recentlyvp of marketing for The AsburyPark (NJ.) Press and JohnBollinger, formerly publisher ofThe Westsider and Chelsea Clin-ton News in New York.

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PAGE 32 http://www.mediaweek.com February 2, 1998 MEDIAWEEK

BIG DEAL

DEGREE and SUAVE DEODORANTS

Advertiser: Unilever Home Er PersonalCareAgency: DDB Needham, ChicagoBegins: MarchBudget: $32 millionMedia: TV, print

Unilever Home & Personal Carewill boost ad spending on itsdeodorants this year by 25 per-

cent, to $32 million, as it makes a some-what belated entry into the "clear" seg-ment with Degree Invisible Solid andSuave Invisible Solid.

TV and print advertising for Degreebegins in March, with FSIs dropping inApril. Unilever wouldn't discuss creativethemes, but the company and agencyDDB Needham likely won't deviatemuch from the current campaign, whichhas done well in boosting Degree's salesby 8.6 percent, to $110 million, through1997, according to InformationResources Inc.

Unilever is also launching Ultra Dryextensions under the Degree and Suaveflags, both of which attack the "soft sol-id" segment at distinct price points.Suave, a value brand, got no advertisingpush last year, per Competitive MediaReporting.

Unilever will not market its InvisibleSolid entries as "clear" products, in partbecause, strictly speaking, they're not.Both are more white than clear. Butthey go on invisibly, according to a rep,adding, "We'd term it a non -whiteningproduct."

P&G, meanwhile, will shortly intro-duce a pair of extensions: Secret ShowerFresh Gel Solid and Sure Powder GelSolid. While not representing any newtechnology, the extensions "representsome of our best scents," claim compa-ny trade materials. P&G will spendmore than $40 million advertising itsdeodorants this year.

Given its lateness to market, itremains to be seen whether Degree cancut through the clutter in the $1.5 billioncategory. But some buyers are opti-mistic. "They're a little late getting intoit, but as far as the product goes, Degreehas been doing very well," said Dan Dai-ley, HBC buyer at Carr Gotstein Foods,Anchorage, Alaska. -Sean Mehegan

Real MoneyADVERTISING ACTIVITY IN THE MEDIA MARKETPLACE

SMART START CEREALAdvertiser: KelloggAgency: J. Walter Thompson, N.Y.Begins: MayBudget: $30 millionMedia: TV, printKellogg is hoping to offer baby boomers areason to return to cereal for breakfast withan estimated $30 million launch in Marchof Smart Start, a sweetened multigrainflake with crunchy rice and oat clusters thatis meant to provide the nutrition of an adultcereal with an additional indulgent sweet-ness not traditionally found in Kellogg'sadult -targeted lineup. Support for the intro-duction, including TV and print advertisingplus promotions beginning in May, is said tobe Kellogg's most aggressive ever on anadult cereal.

The $7.1 billion cereal category stillfaces lagging sales overall and Kellogg'sadult SKUs such as All -Bran, HealthyChoice and Nutri-Grain are facing particu-larly hard-hitting double-digit decreases.With the introduction of Smart Start, Kel-logg is basically looking to create a newadult sweetened segment that targetsboomers who have strayed outside the homefor breakfast, hoping to bring them backwith something that offers great taste andthe 14 essential vitamins and minerals.Packaging, reminiscent of the old taller,slimmer '60s cereal boxes with block letter-ing, makes clear the positioning for thecereal with an embossed directive: "Carpediem. Seize the day." TV and print ads inMay will likely focus on the "Carpe diem..."tagline, promoting Smart Start's benefits -98 percent fat -free, full of the necessarycarbohydrates and 100 percent of the RDAfor vitamin E-but also touting its extrasugar and flavor as something that bringsexcitement to the day. (Likely they won'tmention that it also drives the calorie countto 180 per serving, roughly 50 to 70 morethan the average cereal.) Kellogg is alsoplanning to drop FSIs for the brand in Apriland conduct in-store sampling.

It's no surprise that Kellogg is tryingsomething it is deeming "new, differentand big" for adults since recent heavilysupported launches on the kids cerealside-Razzle Dazzle Rice Krispies and

Cocoa Frosted Flakes-have been highlysuccessful. By contrast, its adult SKUscould certainly use a lift. All -Bran wasdown 11.8 percent to $40 million for theyear ended Dec. 28, according to Informa-tion Resources Inc., while Healthy ChoiceMulti -Grain was down 34.8 percent to$22.8 million and Nutri-Grain WheatFlakes were down 40.7 percent to $4.2 mil-lion. -Stephanie Thompson

RADISSON HOTELSAdvertiser: CarlsonAgency: Ingalls Advertising, BostonBegins: Mid -FebruaryBudget: $6 millionMedia: PrintRadisson is set to roll its 4 -month -old, pho-to -journalistic -style print ad campaign glob-ally and tilting the $6 million media buyfrom newspapers to slick magazines.

Candid black -and -white photos of hotelemployees interacting with guests have beenshot for the European, Asian and Canadianmarkets, part of a broader effort going backa year and a half to establish a global brandimage for the Carlson hotel chain. The ads'look and core message remain "genuinehospitality...whether you're in Seoul,Korea, Chicago or Toronto," said Radissonmarketing vp Maureen O'Hanlon.

In the U.S., media will shift from news-paper buys to 14 magazines, including Life,Fortune, Time and Sports Illustrated.

Radisson also is readying a pilot pro-gram for March to test a service initiativethat would anticipate repeat customers'preferences, even for such fine details as abedboard, or down rather than foam pil-lows. That could roll out to all 400 -plushotels worldwide in January.

Other loyalty -building initiatives includea 100 percent guest satisfaction guaranteerolling out in June after a successful testand an American Express promo for Busi-ness Class that includes direct mail to bothcompanies' customers. O'Hanlon wasencouraged when customers didn't takeadvantage of the pilot guarantee program to"steal" free nights but rather preferred tohave things fixed. In fact, 75 percent ofrefunds were employee -initiated, she said.

-Shannon Stevens

MEDIAWEEK February 2, 1998 http://www.mediaweek.com PAGE 33

NBA IN THE ZONE '98 VIDEOGAMEAcvertiser: KonamiAcency: Grey Advertising, N.Y.Begins: Mid -FebruaryBudget: $3.5 millionMedia: TV, print, new mediaKonami, marketer of popular Nintendo 64and Sony PlayStation videogames, is puttingCharlotte Hornets' star Glen Rice at thecenter of a three-week spot -TV blitz tolat_nch its "NBA in the Zone '98" game,part of a $3.5 million effort that includesprnt and Web advertising.

The campaign marks Konami's first TVbuy since 1994. The Buffalo Grove,IA -based firm signed Rice, last year's All -Star MVP, for a one-year deal last May.

The campaign behind the latest KonamiSport Series title, which targets 12 -to -30 -year -old males, features Rice at practice toshow how he's transferring his talents tovideogame players. "It's him telling you totake over and be the player of the game,"

Hornets' Rice pushes Konami's Zone.

said senior product manager Randy Severn."He says something like, 'But now myhands are your hands, drain it."'

The spot will debut Feb. 12 in prime -time network, cable and syndicated TVprogramming such as The X -Files, SaturdayN*ht Live, Late Night With Conan O'Brien,Be.ywatch and ESPN and MTV shows. Atvo-page print spread also featuring Ricewill go into Sports Illustrated's swimsuitedition on stands later this month, alongwith sports publications such as InsideSports, Sports Illustrated for Kids, NBAbaide Stuff and major gaming books.

-Tobi Elkin

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

Week of Jan. 12-18, 1998

Rank Brand Class Spots

1 BURGER KING V2342 SEARS--MULTI-PDTS V3213 BOSTON MARKET V234

COLGATE--TOTAL TOOTHPASTE D1215 DOMINO'S PIZZA V2346 SPRINT --RESIDENTIAL B1447 MIRAMAX--PHANTOMS MOVIE V233

SATURN CORP.--AUTOS CP T1119 LITTLE CAESAR'S V234

10 OLIVE GARDEN V23411 BURLINGTON COAT FACTORY --MEN ft WOMEN V311

H&R BLOCK TAX SERVICE --CONSUMER SERVICE V213TARGET DISCOUNT STORES--MISC. V324

14 BUDWEISER--BEER F31015 DIET DR PEPPER F221

MCDONALD'S V23417 DR PEPPER F221

TACO BELL V234UNIVERSAL --HALF BAKED MOVIE V233

20 FORD AUTOS --TAURUS T111PAYLESS SHOE SOURCE --FAMILY V313

22 COLGATE--WAVE TOOTHBRUSH D121COLUMBIA--SP/CE WORLD MOVIE V233

24 BLOCKBUSTER --VIDEO RENTALS V341CARNIVAL CRUISES T412ETHAN ALLEN V344FEDERAL EXPRESS AIRFREIGHT--CP G561HALLMARK--CP B321

MAYBELLINE-VOLUME EXPRESS MASCARA D112MCI --LONG DISTANCE RESIDENTIAL 8142RED LOBSTER V234SATURN AUTOS --VARIOUS MODELS T111TYLENOL--EXTRA-STRENGTH GELTAB D211

34 BUENA VISTA --DEEP RISING MOVIE V233CADILLAC AUTOS--CATERA T111CHEF BOYARDEE--RAVIOLI F125DODGE AUTOS --INTREPID T111FLORIDA CITRUS--RTS ORANGE JUICE F172JELL -O --FAT FREE PUDDING SNACK F115MIRAMAX--GOOD WILL HUNTING MOVIE V233PALMOLIVE --ULTRA ANTIBACTERIAL DSH LIQ H411PARAMOUNT --HARD RA/N MOVIE V233

43 3 MUSKETEERS F211AMERICAN EXPRESS --BUSINESS SERVICES V213CHRYSLER AUTOS --CONCORDE T111CUREL--SKIN CARE LOTION D111FRANCESCO RINALDI--REGIONAL F117 9

GLAXO WELLCOME PLC --SMOKING DETERRENT D218 9HEALTHY CHOICE --SOUP F121 9

KINKO'S COPY SERVICE V429 9

Ranked in orcer of total spots. Includes ABC, CBS, NBC, FOX, UPN and WB. Regional feeds are counted as whole spots.Source: Com3etitive Media Reporting

PAGE 34 http://www.mediaweek.com February 2, 1998 MEDIAWEEK

E

Media PersonBY LEWIS GROSSBERGER

The Nut CaseHERE'S THE THING: THEY'RE ALL NUTS. EVERY

last one of them. Media Person has sat here all week,

without eating, sleeping or micturating, doing naught but watching The

Bill & Monica Show so he could bring you the incisive analysis that puts

this whole grotesque carnival sideshow into perspective, as you natural-

ly count on Media Person to do. And so he did, and all of it led to this

one conclusion: Nuts.

Clinton, of course, is the looniest of them all. The Mad Groper. Dr.

Schmeckle and Mr. Hide. If Reagan was the Gipper, Clinton's the Zip-per. He's totally out of control bonkers gaga.When that ole carnal sonar locks in, look out!The chase is on. He lunges madly at anythingbreathing and with big hair.

Then he straightens his tie, composes hisflushed features into a dignified mien andgoes forth to brilliantly address the nation.For years, his panicked aides have beentelling him: You gotta cut this out. It'll bringyou down. He can't. He can't even face thatit's a problem. This isnot stupidity. Bill's notstupid; he's crazy. Weelected us a wacko.(And not for the firsttime, either.) The prob-lem is sometimes crazy people are perfectlyrational-except in one area. J.F. Kennedy,Woody, Marv, Clarence Thomas, Bob Pack-wood-hey, throw in 0.J-all perfectly sane,perfectly nice citizens-except for that onelittle frayed brain wire that now and thenhurls them into a fit of full -tilt berserk psy-chosis.

And then Monica, poor Monica. The sad-dest filbert in this jumbo jar of nuts. The sud-denly notorious nobody whose life is overbefore it starts. Let us not dwell upon thisdesperate -for -attention intern from the bro-ken home with the eccentric mom and hostiledad, lampooned by colleagues behind herback for her tacky hair and too -flashy clothes,cruelly dubbed "The Stalker," betrayed by

her alleged friend, terrorized by a prosecutor,hurled into the maelstrom of full-blownmedia madness before her time. She's pathet-ic. Give her a new name, some plasticsurgery, 37 shrink sessions, a lifetime supplyof Zoloft and airdrop her into Australia for afresh start.

Instead, let us take a couple of smackswith an inflated pig's bladder (approved men-tal therapy in most managed -care health

The creepy Starr, the revenge -addled Tripp, the dirty trickster

Lucianne Goldberg-what an unholy trinity.

maintenance organizations today) at TheEnabler, stuck in her icy assurance andunshakable public poise, her stance of noble,embattled innocence while behind the scenes,her danger -addicted hubby yanks gigglingbimbos into closets as she walks by fuming,trying not to notice. Yes, Hillary too showsevidence of serious wackiness. (Not that therighties aren't out to get you, Hil, but "vastright-wing conspiracy" was overstating it justa tad.) Some day Ms. Rodham may finallycrack and put six slugs into her cheatin' man,no doubt inspiring some hillbilly genius towrite the greatest country song of all time.

But now we come to the more sinister nuts,the part of the casebook where pathologyoozes into obsessive grudge -cuddling, cold

malice and ideological rage. The creepy Starr,the revenge -addled Tripp, the dirty tricksterLucianne Goldberg-what an unholy trinity.Talk about your stalkers! The unhappy -look-ing Linda Tripp (Chris Farley would've beenperfect to play her in the movie version), thatpresidential unabooby-trapper, armed withher assault tape recorder, throwing heralleged friend Monica to the dogs in herdemented quest to bring down the big moose.And Kenneth "Pit Bull" Starr, busily givingelectronic eavesdropping and witness -threat-ening a bad name as year after year he slapstogether his teetering tower of flimsy evidencewith paper clips and Krazy Glue. But Kenmay yet triumph: His achievement could be toso disgust the public that the independentprosecutor laws are overhauled.

Most thoroughly, wickedly deranged of all,however, is of course (you guessed it-whoelse?) The Media, completely over the edge,far beyond mere rumors and trite charges of(how quaint the term seems) irresponsibility,now running amok with eyeballs spinning,arms waving and mouth at full foam, awashin mass psychosis, hallucinations, diseasedfantasies of every description, wildly gibber-ing like a thousand syphilitic monkeys.Semen -stained dresses! Hundreds more Bill sex

partners coming out ofthe closet! Secret Serviceman saw them doing it!Monica's ex -boyfriendspeaks! And, my God,did you hear what Dick

Morris just said about the First Lady! It seemslike just a couple of months ago no one everheard of cyberquidnunc Matt Drudge (whoresembles a living cartoon), and now he takesa seat on the hallowed Meet the Press rightnext to a media god like Safire.

And who is the main victim of all thesecriminally insane cuckoos? Why, poor, dis-oriented, media -battered Media Person, that'swho! He believes all of them. He believesnone of them. What if Monica made up thewhole thing and Bill isn't lying? Then MP istoo hard on Bill! What if Bill seduced a bewil-dered young innocent? Then MP is too hardon Monica! What if Monica doesn't evenexist? Then Media Person is stark, ravingmad! Oh, well, at least he has company.

DEADLINE EXTENDED TO FEBRUARY 17

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excite.com Microsoft Network netscape.com CompuServe yahoo.com Prodigy

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America Online

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million

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