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ED MEEKVol. 7 No. 7 THE NEWS MAGAZINE OF THE MEDIA February 17, 1997 $3.00

Fox Warms Up Its PitchNetwork tries to put positive spin on mediocre '96 MLB ratings PAGE 5

RADIO

Westwood,CBS Eye

A MergerNetwork combinewould rival ABCPAGE 6

WASHINGTON

McCainOutlinesAgendaMSOs, spectrumand Jack Valentiare on his hit listPAGE 6

NEWSPAPERS

Other 'TimesMakes MarkMoonie' paperhas the Presidenton the runPAGE 17

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MARKETINDICATORS

National Pk PerkyWith kids done buyersand sellers turn to sec-ond quarter. There isplenty of money work-ing. Bullish nets are ask-ing plus -30 or -40. Latenight is a bit soft.

Net Cable: MovingFirst quarter stll needsa few weeks to wrap.General eite-tainmentnets are said to be run-ning out of seam withinventory let, excaptUSA, which has had tofill in with some make -goods. Niche nets aregetting CPM increasesin the 10 percent -ange.

Spot Tlk BusySome Scuthwest andMid -Atlantic marketsare tightenting. AT&Tmay touch off a newflurry of buys in thelong-distance wars.

Radio: MixedLocal radio gods arebusy playing pokerwhile worshiope-s lookto them for help. Net-work is going greatguns in all categories.

Magazines: SolidBusiness books takeheart in increased cor-porate advertising."When :hincs are bad,those image efforts areusually the first thingsto go," said one satis-fied publisher.

Maher's InvadingLate Night!

*Beats CBS and NBC affiliates in the

35 overnight markets.'

Time period up 170/o over one year ago!

*Reaches over 3 million viewersevery weekday:

*Clearance already upgraded in 11 markets.

I

POLITICALLYticsirEET

'Source: Weighted average of the 35 Overnight markets where Politically Incorrect airs.Source: NSI, WRAP Overnight share in lire markets, 1/8/96-2/2/96 Monday -Friday averages vs. 1/6/97-1/31/97 Monday -Friday averages.

'Source: NTI 1/6/97-2/7/97.

MEDIAWEEK February 17, 1997 http://www.mediaweek.com PAGE 3

Laura.K. Jones FEB4(1'4'9

I

AT DEADLINE "".\\

Pro Bowling Is Rolling to CBSCBS is close to a deal with the Professional Bowlers Associationthat will end the PBA's 30 -plus -year relationship with ABC afterthe current season. A CBS official confirmed the network's inter-est but said that nothing has been inked yet. Though bowling'saudience is dwindling and skews old, at least ABC's $52,000weekly rights fee will not break the bank at free -spending CBS.ABC moved bowling from a winter to spring schedule last year.

Ducks Sitting With Fox Sports West 2 (for Now)Fox Sports West 2, the regional sports network owned by NewsCorp. and Liberty Media, has won the first round ofa legal battle with the Mighty Ducks of AnaheimNHL franchise, owned by the Walt Disney Co.FSW2 won the round in the Orange County, Calif.,Superior Court to keep Ducks games on the chan-nel. Disney had sought a restraining order againstFSW2, which reaches only 350,000 cable homes, inorder to move the games to Fox Sports West, whichreaches 4.2 million homes. Judge Ronald Klineturned down the Ducks' request but set anotherhearing for Feb. 25 to further consider the matter.

News' PresidentTom Evans has been promoted from executive vpand publisher of Mort Zuckerman's weeklyU.S. News & World Report to president and pub-lisher. Evans will be responsible for day-to-dayoperations. Fred Drasner, formerly president andceo, will retain ceo status and oversee overallstrategic business direction. Eric Gertler wasnamed executive vp.

Disney Signs lovitz for SitcomDisney has made an overall deal with Jon Lovitzthat will see the actor/comedian star in a sitcom asearly as the fall. The agreement sews up Lovitz toWalt Disney TV exclusively but also means he willwork nonexclusively for the studio on big -screenprojects. The first program for Lovitz will re -teamhim with Al Jean and Mike Reiss, creators of TheCritic, the animated series for which Lovitz providedthe main character's voice, now seen on ComedyCentral. Details are still being hammered out for the sitcom,which could land on Disney -owned ABC.

chairman of venture capital firm Hicks, Muse, Tate & Furst Inc.,and his brother R. Steven Hicks, ceo and president of CapstarBroadcasting Partners. The amount of the investment was not dis-closed. The year -and -a -half -old AudioNet, based in Dallas, broad-casts the live audio of radio and television stations and networks,live play-by-play of professional and college sports, live concertsand other programming to Web denizens.

Universal Outdoor to Take Penn in HandoffChicago -based Universal Outdoor last week signed a letter ofintent to buy the Baltimore market operations of Penn Advertisingfrom Lamar Advertising Co. for $46.5 million. Lamar had pur-

chased Penn Advertising earlier in the week. Thetransaction involves approximately 1,450 displayfaces in the Baltimore area.INSIDE

Valenti awaits D.C.hearings on TV ratings

6

HOLLYWOOD

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MAGAZINES

20

REAL MONEY

28

MEDIA PERSON

30

AudioNet's a Sound Investment for HicksesAudioNet, an Internet audio content broadcaster and distributer.

. .

last week received an equity investment from Thomas Hicks,

Zip2 Adds Paper PartnersZip2, the on-line service that partners with localmedia to get Yellow Pages content on the Web, lastweek announced new newspaper partners. Theyare: Times Mirror's Newsday, Media General'sTampa Tribune in Fla., McClatchy Newspapers' TheSacramento Bee in Calif., The Raleigh News &Observer in N.C., Scripps Howard's The KnoxvilleNews -Sentinel in Tenn., the Naples Daily News inFla. and The Rocky Mountain News in Colo.

Plus -Size 'Mode' Hits StandsA sophisticated fashion magazine targeting plus -size, professional women aged 25-49 is hittingnewsstands this week. Mode, published jointly bybook publisher Pantheon International and NewYork -based Lewit & LeWinter, will distribute550,000 copies of its premiere issue. Its rate basewill settle at 250,000. The magazine will publishquarterly this year and 10 times in 1998; Mode'scover price is $3.

Addenda: BSkyB, the News Corp. -owneddirect broadcast satellite service that covers much ciEurope, is reportedly launching a music -videoservice that would compete against MTV Europe.BSkyB currently carries MTV Europe as part of itsprogram package...North Jersey Newspapers Co.,

the Dean Singleton -owned affiliate of MediaNews Group, lastweek agreed to purchase Forbes Newspapers for an undisclosedprice. Total circulation of the Forbes newspapers is 86,000. TheNew Jersey papers include the Somerset Messenger -Gazette, TheJournal in Warren-Watchung, The Reporter in South Plainfield and

. , UnionSomerset, Middlesex and counties.

MEDIAWEEK (ISSN 0155-176X) is published 47 times a year. Regular issues are published weekly except the last week of July and the second andfourth 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 $125 one year; $215two years. Canadian subscriptions $280 per year. All other foreign subscriptions are $280 (using air mail). Registered as a newspaper atthe British Post Office. Periodicals postage paid

at New York, N.Y. and additional mailing offices. Subscriber Service (1-800) 722-6658. MEDIAWEEK, 1515 Broadway, New York, NY, 10036. Editorial: New York, (212) 536-5336;Los Angeles, (213) 525-2270; Chicago, (312) 464-8525. Sales (212) 536-6528. Classified (1-800-7-ADWEEK). POSTMASTER: Send address changes to MEDIAWEEK, P.O. Box

1976, Danbury, CT 06813-1976. Copyright, 1997 ASM Communications, Inc.

http://www.mediaweek.com February 17, 1997 MEDIAWEEK

Sen. McCain Takes Aim

At the FCC's ChongSen. John McCain (R -Ariz.), the newchairman of the Senate Commerce Com-mittee, said last week that he is lookingover Michael Powell, a Justice Depart-ment attorney, for a spot on the FederalCommunications Commission. And it'snot necessarily for a vacant position.Asked at a press conference last weekabout the future of one of the currentFCC commissioners, Rachelle Chong,McCain said bluntly: "Sometimes...it'stime for a person to move on."

It is highly unusual for senators to pub-licly acknowledge that they are trying toremove a member of a federal regulatoryagency, unless that regulator has been apublic thorn in their side. Chong has beena faithful Republican representative, duti-fully opposing FCC Chairman ReedHundt on the the commission's involve-ment in the regulation of alcohol advertis-ing and children's TV.

On Feb. 13, Chong's office released astatement saying that she is seeking reap-pointment to her FCC seat. A source closeto McCain indicated that this may not bea wise move on Chong's part. For now,neither side is talking about why or howChong alienated fellow RepublicanMcCain. Sources in Hundt's office notedonly that Chong does not favor spectrumauctions (McCain does). -Alicia Mundy

Viacom Radio Station

Winners Expected TodayIndividual winning bids for Viacom's 10radio stations are expected to beannounced today. Viacom put the proper-ties up for sale individually after failing tofind a buyer for the group as a whole. Forthe group, Viacom was seeking approxi-mately $1.4 billion. CS First Boston ishandling the sales.

Viacom's top station is WLTW-FM inNew York, which generates approximately$30 million per year and consistently fin-ishes at or near the top of Arbitron's ratingbook for the market. Analysts saidWLTW should fetch at least $250 million.The other Viacom stations up for saleinclude WAXQ-FM, New York; KIBB-FM and KYSR-FM, Los Angeles; WLIT-FM, Chicago; (continued on page 6)

Fox Loose in theIf ITT sells, Murdochis said to be first in line

TV SPORTS / By Michael Biirgi

IIt now seems inevitable: Madison SquareGarden, which runs arguably the mostsuccessful regional sports network in thecountry, MSG, will again change hands tosome degree in the coming months. Itmarks the second time in as many years

that the Garden, which owns the New YorkKnicks and Rangers as well as the network, willhave changed hands.

The Garden, which is controlled by ITTCorp. with partner Cablevision Systems Corp.,could be formally put up for sale as early as thisweek. While no sale price has been established,ITT and Cablevision paid slightly more than$1 billion for the Garden and its assets in 1995.Analysts believe the most likely buyers wouldbe News Corp.-perhaps jointly with LibertyMedia, its partner in Fox Sports-and the WaltDisney Co. But either party would need to gothrough Cablevision, which as technical half-

owner (technical because it has yet to pay ITTfor the equivalent of a 50 percent stake), hasright of first refusal to buy out ITT.

ITT is in the midst of a takeover battle withHilton Hotels, which is trying to buy out the

hotel and casino chain. Hilton has said that if itsucceeds in taking over ITT, it would sell off allnon -hotel and casino operations. Last week,ITT officials indicated it would do the same toraise cash to fend off Hilton.

Should News Corp. end up buying all or half

TNN, CMT Won't Transplant EyeCABLE TV / By Michael Bfirgi

Westinghouse last week agreed to spend some

$1.55 billion in stock to purchase TheNashville Network and Country Music Televi-

sion from Gaylord Entertainment Co. The acquisition

gave Westinghouse's CBS unit the presence in cable

that analysts believe it has needed, but it also set off

speculation that CBS' yet -to -be -launched Eye on Peo-

ple network would not reach its first telecast.

Don Mitzner, president of CBS Cable, said

unequivocally in an interview with Media week that

the acquisition will not affect Eye, which is set to

launch March 31. A memo to employees from West-

inghouse ceo Michael Jordan seemed to indicate

that the company was not solidly behind Eye, given

that it has been cleared in only 3.5 million homes, 2

million of them satellite TV customers. In that memo,

Jordan stated, "Building a solid subscriber base is

essential to the success of the new channel." Some

staffers took that to mean less -than -full support.

"We're all concerned with the environment that

exists," said Mitzner of the cable operator communi-

ty, which has not exactly rushed to embrace Eye on

People. "But at the end of the day, operators under-

stand good programming and good marketing."

Mitzner said it's too early to say how TNN and

CMT contract renewals could help in getting more

distribution for Eye. "We haven't looked at that yet,"

said Mitzner, noting that the deal to acquire the two

country services is expected to close this summer,

at which point such tactics could be considered.

TNN reaches 70 million homes; CMT reaches 38

million. According to Paul Kagan Associates, in 1996

TNN had $220 million in ad revenue and $110 million

in affiliate revenue. CMT had $15 million and $3 mil-lion, respectively.


garden?of MSG, it could cause major upheaval in NewYork City. If News Corp. ceo Rupert Murdochgot his hands on the MSG network, he coulduse it as leverage with Time Warner, which hassteadfastly refused to run his Fox News Chan-nel on its systems in the city. It also could affectthe city's newest broadcast station, WBIS,which ITT co -owns with Dow Jones and Co.WBIS, known as S+, relies on MSG for a goodportion of the live sports it carries in primetime (MSG owns the Knicks basketball and

Rangers hockey franchis-he Knicks' es). It also has an affiliationatrick Ewing agreement with Fox Sportsould be playing (the News Corp./Libertyor Murdoch Media joint venture) forome day soon sports and sports news pro-

gramming. That connec-tion would most likely disappear, said an offi-cial with knowledge of News Corp.'s strategy,because News Corp. would have a full-timesports presence in the market. Without that link,S+ would lose half of its programming (WBISdoes news and business programming by day).

WBIS could go back to what it was doingbefore last month, when it began airing basket-ball and hockey games. A sports media buyerwho would not speak for attribution said thestation was successful as a prime -time affiliateof the Classic Sports Network before it beganairing MSG events. "They did just fine running20 -year -old Knicks games," he said.

For its part, Cablevision put out a statementlast week that said, "The Madison Square Gar-den properties are important assets...we willmaintain our ownership position in these enti-ties." Analysts do not believe the companycould afford to buy out ITT since it alreadylabors under heavy debt.

An executive at the Garden said Cablevi-sion and ITT are proceeding with a plannedmerger of MSG Network with Cablevision'sSportsChannel New York, a cash -less deal thatwould satisfy part of Cablevision's debt to ITT.

"From a distribution standpoint, it wouldmake sense," said Bob Gutkowski, former pres-ident of the Garden and currently head of theMarquee Group, a sports representation, TVand marketing consultancy. But News Corp.sources disagree, citing the abundance of NewYork sports teams (in every major sport, NewYork has at least two teams).

Executives at WBIS, Dow Jones, Cablevi-sion, ITT and News Corp. all declined to com-ment for the record.

Spring Training BeginsFox starts the process of proving baseball's worth, NBC waitsNETWORK SPORTS / By Eric Schmuckler

As players begin to report for springtraining, buyers and sellers of TVsports are likewise limbering up fornegotiations for the upcoming seasonof Major League Baseball. At thisvery early point, neither side shows

much urgency in what is usually a drawn-outselling process. Buyers said Fox faces a difficultroad after less -than -stellar ratings in its maidenseason with baseball. A fresh element in the mixthis season is the new chunk of national invento-ry available from fX and Liberty/Fox Sports Net.

Fox has quietly begun canvassing for its base-ball sales, with its first Game of the Week set toair May 31. Regular -season inven-tory is limited by low ratings-thenetwork had estimated a 4.0 butpulled a 2.7, down from a 3.8 in1993, CBS' last year of Saturdayball. While Fox had the crown jew-el of the World Series last year, nowthe All -Star Game and AmericanLeague Championship Series areits top draws. NBC has the WorldSeries as well as the NLCS.

The network goes into its sec-ond season without a base of long-term commitments. "They onlysold the NFL for one year [in itsfirst season], and it worked forthem," said a buyer, "but the base-ball ratings were a lot worse thanthey thought." A sports salessource added: "They took a position to see if theycould Fox-ify baseball, but any American youthwatching baseball on a summer afternoonshould be locked up."

NBC's baseball won't begin running untilOctober, and the sport has yet to register on thesales department's radar screen. Certainly NBCwill make the most of the Fall Classic, but buyerscontinue to wonder about the network's long-term commitment to baseball, given its love -haterelationship with the game: NBC Sports presi-dent Dick Ebersol talked trash on baseball short-ly before cutting a deal, and West Coast presi-dent Don Ohlmeyer publicly complained abouthow low baseball ratings hurt the net's prime -time performance. An NBC Sports representa-tive labeled that speculation untrue.

One new wrinkle in the market is the addi-tion of fX and Fox Sports Net as national playersduring the regular season. fX, with more than 30million homes, will have a Monday -night game

and FSN, in about 40 million homes, will offer aThursday -night game. The latter window willfrequently air before or after a local game onFSN's various regional sports nets. Fox recentlytapped longtime Turner exec Lou Latorre tohandle baseball sales for both outlets.

It is unclear if Fox has made much headwayin the bellwether automotive category. GeneralMotors has been the dominant player, but notthe exclusive one-other domestics had a crackat World Series inventory last fall. Toyota, for-merly the big import car, did not have muchpresence last season.

What's shocking is how much the beers have

The green grass of home: The Ballpark atArlington, headquarters of the Texas Rangers

backed off from baseball nationally. Anheuser-Busch apparently bought no national spots lastyear, though it continued its hefty local baseballefforts. Intriguingly, A -B bought a national spon-sorship last year and became the official beer ofbaseball but then did very little with it. Millerbought some regular season last year, but withthe AOR assignment moving to Burnett in April,that commitment is hard to predict. Coorsbought a little post -season. None of the buyerson these beer or auto accounts returned calls.

The big question: Has baseball recoveredfrom the self-inflicted wounds that cost it the1995 World Series? The ratings say no, suggestsa report by BKJE's Steve Sternberg. He notedthat last fall's exciting Yankees/Braves matchupbecame the third -lowest -rated World Series ever."Baseball still hasn't come out of that funk," saida sports buyer. "On Madison Avenue, it's thethird sport [behind pro football and basket-ball[-actually, it's fourth, behind golf."


MEDIA WIRE

WDRQ-FM, Detroit; and WBZS-AM,WZHF-AM, WJZW-FM and WMZQ-FM in Washington, D.C.

The buyers? "Disney/ABC and Ever-green have good matchings in those mar-kets," said Dennis McAlpine, media ana-lyst for Josephthal Lyons & Ross.Evergreen is a company enamored oftop 10 -market radio stations. ChancellorBroadcasting would become a dominantplayer in Los Angeles with a buy; otherlikely suitors include Cox Communica-tions, Bonneville, SFX Broadcasting,Emmis Broadcasting and Greater Media.Less likely are Westinghouse/CBS,because it already owns several stations ineach market, and Jacor Communications,because most of its previous acquisitionshave involved swaps or stock deals. Via-com is seeking cash. -Mark Hudis

Granite Looking to Become

A Bigger Player in RadioGranite Broadcasting is in the market forradio stations. Granite chairman/ceoW. Don Cornwell said in an interview lastweek that the New York -based company"will look at trying to pair, on a low-costbasis, our television stations with radio[stations in the same market]."

Granite currently owns just one radiostation, WEEK -FM in Peoria, Ill. Thecompany owns 11 television stations, inmarkets including Detroit, Peoria andFresno, Calif.

Granite has "no fears about the futureof the broadcast television industry,"Cornwell said. The broadcaster will belooking to program stations that itacquires with news and information for-mats, to pair with its TV holdings.

Cornwell would not speculate on thenext market in which Granite will buyradio, but Fresno is a likely candidate.Former WEEK -TV general manager JohnDeushane, who recently transferred toFresno to run Granite's KSEE-TV, set upand managed the WEEK-TV/WEEK-FMoperations in Peoria. -Claude Brodesser

CNN Leading the U.S. Media

March Into HavanaAs of last Friday, CNN was the onlymedia entity that had been approved byCuba to open up a (continued on page 8)

Westwood/CBS Meld SeenWestinghouse expected to merge two networks in efficiency moveRADIO / By Mark Hudis

Westinghouse Corp. is expectedto acquire a larger stake inWestwood One this year aspart of an effort to combineWestinghouse/CBS and West-wood One radio network busi-

nesses under one umbrella. According to West-wood One sources, Westwood will likelyswallow CBS Radio Networks. Westinghouse,which currently owns 25 percent of Westwood,will receive additional shares in the companyin exchange for CBS Radio Nets.

The deal would play out as astock -for -property exchange,sources said. Westinghouse ac-quired its current stake in West-wood One when it purchased Infin-ity Broadcasting last year.

Mel Karmazin, chairman ofCBS Radio and president/ceo of theCalifornia -based Westwood One,would neither confirm nor deny re-ports that Westwood will add CBSRadio Nets. "If there were anythinghappening, we would announce it when it hap-pened, not before," Karmazin said last Friday.

CBS Radio Networks, according to analysts,generates about $60-$70 million in ad billingsper year. Due to the networks' high overhead, amultiple is difficult to establish, analysts said.CBS has several active comp deals with adver-tisers and expensive sports rights fees that sub-stantially cut into its margins. The anticipated

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n, chiefCBStwood

deal would shift all CBS Radio Nets' productioncosts over to Westwood One. Westwood's valueis about $700 to $800 million, analysts said.

Wall Street observers say bringing CBSRadio Networks into the Westwood One foldmakes sense and is a more likely scenario thanan outright purchase of Westwood by Westing-house. "That would make perfect sense, a real-ly good fit," said Chesley Maddox Dorsey, adirector with SouthCoast Capital Corp. in NewYork. "The network radio business is dominat-

ed, to a large extent, by size. Thecombination of CBS Radio Net-works and Westwood One wouldbring CBS closer to ABC [RadioNetworks] in terms of mass."

Tom Wolzien, an analyst withNew York -based Sanford Bernstein,agreed, though he said the benefitswould be largely invisible to the pub-lic. "The ABC Radio Networks havedone well with multiple networks,but a CBS -Westwood One consoli-dation would probably just amount

to a reduction in overhead," Wolzien said.Westwood had some ratings slippage in the

Fall 1995 RADAR survey, put out by ABCRadio Networks. Westwood bounced back inthe most recent survey, released last September.

Westwood One's talent stable includes DonImus, Larry King and G. Gordon Liddy. CBSRadio Nets personalities include Mary Matalin,Gil Gross and Tom Snyder.

McCain at the MicrophoneCommerce Committee chief sounds off on TV ratings, spectrumREGULATION /By Alicia Mundy

Sen. John McCain put his stamp onthe Commerce Committee that henow chairs with his first press con-ference last week. Although invita-tions to the Feb. 11 session went outonly to reporters, a lobbyist for the

National Association of Broadcasters attended,sitting quietly in the back until watchful staffersforced him to reveal his presence.

McCain (R. -Ariz.) said that TV violenceratings will get a hearing before the CommerceCommittee on Feb. 27. "Mr. Valenti will put on

his usual spectacular show, so don't miss it," thesenator quipped. Jack Valenti, Motion PictureAssociation of America president, met private-ly with McCain on Feb. 13 to gauge what kindof reception he and Hollywood producers sup-porting the ratings system will get from sena-tors. McCain told reporters: "There have beenmany complaints from parents and organiza-tions about the ratings...we want to know howthis system came about."

On the thorny matter of broadcast spectrumauctions, McCain noted: "The NAB is very

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Havana bureau. President Clinton lastweek said that nine other U.S. media orga-nizations-the Associated Press, ABC,CBS, Univision, Knight-Ridder's TheMiami Herald, Dow Jones News Services,Cuba Info, Tribune Co.'s Chicago Tribuneand the Ft. Lauderdale, Ha., Sun-Sentinel-have the U.S.' permission toestablish Havana bureaus.

The last American news organizationto have a Cuban bureau was the AP in1969. Clinton's decision was a move toopen communications between Havanaand the U.S. and to increase possibilitiesfor democratic reforms. Maria Garcia,foreign editor at the Miami Herald, saidthe onus is on Cuba now to accept the oth-er U.S. news organizations. CNN plans toopen its Havana bureau in March.

NBC's 'Homicide' Gets

Another Life On-lineNBC is expanding the crime -solving activ-ity of Homicide: Life on the Streets on theWeb in what is likely to become the first ofseveral episodic sites based on the net-work's series. The new Homicide: SecondShift Web site will follow cases in the Bal-timore squad room handled by detectiveswho are not on the TV version. The sitelaunched last Friday, supported by anNBC on -air promotional campaign.

NBC executives would not identifywhich other shows are likely to get ex-panded identities on-line, but the NBCInteractive division already has begungearing up for additional production. Thenetwork hopes to attract advertisers tothe sites.

Homicide, which airs Fridays at 10p.m., was chosen as the first show to spinoff in part because NBC owns and pro-duces the drama. Many of the series' loyalfollowers are cyber-literate. The site hasbeen designed with a gaming element andmay focus more on murder cases than oncharacter studies of the detectives solvingthem. "We want to appeal to the core fansand to people who love mysteries," saidTom Hjelm, producer of the project,dubbed Homicide: Life Online.

The TV version will take a six -weekhiatus after the February sweeps, with on-line stories filling the void. Each Web epi-sode will be archived, so fans can catch upon story lines at any time. -TL. Stanley

powerful, more so than Sen. John McCain andwhat few allies I have." But, thanks to PresidentClinton's budget, which calls for auctions, "Ithink the playing field is being leveled," McCainadded. The chairman has introduced legislationcalling for auctions of channels 60-69. "I don'tsee how we can balance the budget without auc-tioning off the spectrum, which is owned by theAmerican people," McCain said. He added thathe is not planning to introduce more legislation,but intends to hold hearings in May.

Those hearings, Committee sources said,will bring the matter in front of the public andshow how broadcasters are getting billions infree spectrum from the government. "We wantto raise the level of embarrassment here," saida source close to McCain. Yet McCain doesnot yet have the support of Sen. Majority

Leader Trent Lott (R. -Miss.).Free TV time for political candidates, part

of McCain's campaign finance reform bill, gotanother plug at last week's session. And McCainlikely raised the level of comfort in FCC Chair-man Reed Hundt's office when he said: "It's notmy crusade...to do away with the FCC."

Finally, McCain indicated that he is notopposed to duopolies in larger markets. But hesaid he is "mildly concerned" about the rash ofradio mergers. And he made it clear that thefallout from the telecom bill has not pleasedhim: "I pick up the paper and see cable ratesgoing up...the consumer is not benefitting." Soin April, Commerce will hold hearings on whythings are not going as predicted by supportersof that bill, such as Vice President Al Gore, who"should not have hyped it," McCain said.

Newscast -for -Hire in OrlandoCox's ABC affiliate to produce 10 p.m. show for indie WRBWLOCAL TV / By Claude Brodesser

Cox Communications' WFTV-TV(ABC), the top -rated news station inOrlando, Fla., in early April will be-gin producing a 10 p.m. newscast forprivately held WRBW, the market'sUPN affiliate. Joseph Rey, majority

owner and general manager of WRBW, said theWFTV-produced Eyewitness News at Ten onUPN 65 is "a way to grow the station [by] hav-ing a first-class newscast."

Rey said that the newscastwill "be clearly recognizable asa WFTV product," using theWFTV set and talent and like-ly displaying both WFTV andWRBW station logos.

Neither station was willingto discuss the financial detailsof the arrangement. WRBW's Rey said thatWFTV will retain "the bulk of the commericialairtime" for the newscast.

Other station sources in Orlando said thatWRBW will retain just one minute of ad time.The deal has lead to some speculation in themarket that WRBW and WFTV will seek toform a local marketing agreement.

Susan Jaramillo, station manager of WRBW,refuted those reports. "Absolutely not," Jaramil-lo said about the LMA scenario. "We're justdoing a newscast together."

Andy Fisher, executive vp of affiliates forAtlanta-based Cox, said: "I can tell you categor-ically that there will be no LMA with WRBW."

David Lipoff, WFTV vp and gm, declined

to comment on the newscast's on -air look andad -time split beyond saying that if WRBW"thought [this] was a bad deal, they wouldn'thave done it."

Two years ago, Cox sought a link for WFTVwith a planned Orlando station, WZWY-TV, ina time -brokerage agreement. WZWY was un-able to obtain a transmission tower permit andnever signed on.

Both stations deny

market speculation

that the arrangement

is a prelude to an LMA.

newscast -production arrangement. InPress Broadcasting's WKCF, a WB affiliate,hired Meredith's WCPX-TV, the local CBSaffiliate, to produce its 10 o'clock news. Follow-ing initial viewer confusion, changes were madeand the WKCF 10 p.m. broadcast currentlybears little resemblance to WCPX's news shows.

"We now think of it [the WKCF newscast]as their show," said Brooke Spectorsky, WCPXgm. "It gets a different set, has its own anchor,own weatherman, its own mic flags."

WKCF gm Mark Lass said of the tinkering:"We changed the ad split. We now get six min-utes of air time and pay for the anchors; they getfive and produce it. The extra minute we gotmore than offsets the cost [of talent]."

"We believe WZWY willeventually get built, and we willeventually enter into an LMAwith them," said Cox's Fisher."This is a very litigious market.I can see why it might look likeWRWB could be an LMA[with WFTV]-it will not."

Orlando has one other1991,


'Buffy' to Slay Small ScreenToning down the kitsch, revving up the action for new WB series

TV PROGRAMMING / By T.L. Stanley

At first, Joss Whedon was afraid hemight be asked to turn his script forthe hit movie Buffy the VampireSlayer into Goosebumps Lite fortelevision. But Whedon says he hasbeen pleasantly surprised that

huffy, which will premiere March 10 on TheWB, will be faithful to his original dark -and -creepy story line for the 1992 film.

"The network got what I wanted to do rightaway, and they've been wicked supportive,"says Whedon, who is executive producer of theseries. Still, a few changes were made. Gone isBuffy as a vacuous, two-dimensional Valleygirl; also gone is the kitsch factor that definedthe movie. What will emerge, Whedon says, isan action thriller laced with comedy. The hourwill owe a lot more to The X -Files than it willto, say, Sabrina, the Teen-age Witch.

"I wanted to makelittle horror films with atouch of whimsy," saysWhedon, who earned anOscar nomination forhis Toy Story screenplayand wrote the script forthe upcoming Aliens 4:The Resurrection. "You'renot sure where [Buff']will go from week toweek or minute tominute. You're not sureif someone will burstinto song or burst intoflames."

Buff' is set in an un-named Southern Cali-fornia town built atop ahole leading directly tohell, which causes all manner of mayhem. Inaddition to what the title suggests, Buffy slaysmore than just vampires. As "the chosenone," she combats everything from giant bugsand witches to her own personal demon-cheerleading.

Emmy-winner Sarah Michelle Gellar (AllMy Children) stars as Buffy, who tries to bal-ance a "normal" high school life with savingthe world. "She's 16, so she's not a child, butshe's not an adult, and she's trying to figureout where she fits in," Gellar says. "Buffy ispulled between wanting to be normal and goto the prom and wanting to kill monsters."

The series, which recently wrapped shoot-ing of its 13 -episode order, will be an amal-gam of teen angst and giant horned monsters.To Whedon, being horrified and being a highschool student are inextricably intertwined.

In addition to producing, Whedon wrotefour of the 13 episodes and directed one, afirst for him. He says creating and runningBuffy is the most fun he's had on any project."It's much more fun to do something that'syour own, rather than putting a few brushstrokes in here and there," he says.

Though there was a time when Whedonthought he would work strictly on features, hesays television is a great medium for a writer.He misses big -screen budgets, but says the sto-rytelling does not suffer because of televi-sion's more limited dollars. "I've had to scale

On TV, Buffy will be "little horror films with a touch ofwhimsy," says creator Whedon, on the set with star Gellar

back some of the scenes I wrote [for Buff'],"Whedon admits. "People told me, 'That'sgreat, but you can't have 90 vampires in thatscene. You can have, like, two.' But then yourewrite, and you realize it doesn't have to beso much about spectacle."

The WB plans to run Buffy in the 9-10p.m. slot on Monday nights. Savannah, thedrama now in that slot, wraps its season laterthis month.

"We want to do more shows with empow-ered female leads," says Garth Ancier, TheWB's head of programming. "And you can'tunderestimate what it means to have a major

CABLE TV

Several Turner Broadcasting units wenton a programming shopping binge lastweek. TBS Superstation acquired second -run off -network rights to The Cosby Showand Roseanne from Carsey-WernerDistribution. Each show will have a five-year window on the channel, with Rose-anne starting in 1998 and Cosby in '99.TBS and TNT will also have first crack atseveral theatrical titles once they havepassed their pay-cable window. Titles, cur-rently in theaters, include Miramax's TheEnglish Patient, Hollywood Pictures' Evitaand Fine Line Features' Shine. Othersinclude Mighty Aphrodite (Miramax), TheIsland of Dr. Moreau and Jackie Chan'sFirst Strike (both New Line). AndTurner's Cartoon Network has reuppedwith Children's Television Workshop foranother 26 episodes of Big Bag.

Geraldo Rivera last week threatened toleave CNBC, only days after deliver-ing the largest audience in the cablenetwork's history. Rivera, upset aboutNBC News's decision to promoteMSNBC's coverage of the O.J.Simpson civil trial verdict followingPresident Clinton's State of the Unionaddress instead of his CNBC show,said that he will probably not renewwhen his contract expires in Decem-ber. Even without a promotional pushfrom NBC, Rivera's show on March 4drew an average 3.2 universe rating(representing 1.9 million viewers),according to Nielsen Media Research.From 9:30-10:30 p.m., Rivera Livedelivered a 5.1, or 3.1 million homes.

MTV has finally given the green lightto Oddville, a sort -of talk show created byRich Brown, a veteran trade reporter whocovers the cable industry for Broadcasting& Cable magazine. Oddville's roots springfrom a public -access show Brown hostedon Time Warner Cable, featuring suchoffbeat guests as Ron "Horshack" Palilloand WNBC anchor Sue Simmons. Theshow has received a 65 -episode commit-ment and will premiere this summer.

Comedy Central's newest originalseries, Town Hall, will launch onMarch 12. The first episode will tacklethe subject: "What's wrong with sports inAmerica?" -Michael Burgi


RADIO

The National Association of Broad-casters says it is urging the FCC to makeseveral changes to ownership regulationsin light of the Telecommunications Act of1996 and the "breathtaking transforma-tion" of local media. Among moves sup-ported by the NAB: elimination of televi-sion -radio cross -ownership rules; deregu-lation of station ownership; liberalizationof the waiver criteria for the radio -news-paper cross -ownership rule; and adoptionof the FCC's proposal, first made in 1992,to increase the benchmarks for attributionof holders of voting stock and of certainclasses of passive investors.

An Edison Media Research study, com-missioned by Arbitron, found that radio'simage among advertising decision -makersis consistent with "delivering youngerdemographics" than other media, "reach-ing people repeatedly," and "best allowedfor last-minute copy changes." The per-ception that radio is able to target a youngaudience was a surprise, according toArbitron. Direct mail was found to be astrong competitor to radio. Said PierreBouvard, general manager of ArbitronRadio: "Radio needs to step us its effortto document its audience based on thetrading area of local areas."

Alan Fuller, former vp of West Coastradio sales for the CBS Radio Networkand former manager of SBI, is movinginto radio production. On the drawingboard for Los Angeles -based Fuller andpartner Media America are syndicatedtalk shows featuring Debbie "Mom on theRun" Nygro, currently host of a syndicat-ed weekend show; Tom Martino, current-ly heard on Jacor's KHOW-AM inDenver; and Sunday -morning TV shout-fest staple John McLaughlin. No date hasbeen set for the shows' rollouts.

Jerome Navies, a veteran of CBS Radio,has been appointed director of affiliaterelations and Newsfeed for CBSNews/Radio. Navies will oversee the pro-duction of daily and customized newsfeedservices for affiliates. Newsfeed isdesigned to augment hourly networknewscasts with up-to-the-minute newsitems. Since 1985, Navies has served asdirector of CBS Radio Stations NewsService. -Mark Hudis

writer attached to this project, who is puttingall his passion into it. That makes it an inter-esting piece of product." Ancier notes thatBuffy will provide strong counterprogram-ming in its time slot, a trademark of theyoung network.

Elsewhere on its midseason slate, TheWB has a sitcom, Smart Guy, and a gameshow, In the Dark. The network's develop-

ment roster for next season so far includesthree drama pilot pickups: Dawson's Creek,a teen-age Northern Exposure, created byKevin Williamson (Scream) and produced byColumbia TriStar; Three, a modern-day Mis-sion Impossible -meets -It Takes a Thief, fromParamount; and Seattle Emergency, a cop/paramedic/firefighter series from the creatorof CBS' Nash Bridges.

Classified Info Proves ValuableIf you can collect the content, you can probably make moneyNEW MEDIA / By Anya Sacharow

The Internet-because of its searchand user -preference capabilities-has proved itself a phenomenalmedium for classified ads, which theonline world is increasingly eyeingas a source of revenue. Problem is, it

takes a relatively large staff to sell and com-pile classified ads, and such ads are inherent-ly local. The question facing online purveyorsof classifieds has be-come whether to buildin-house classified salesoperations or to partnerwith newspapers, whichare the primary mediumfor classified advertising.

The marketplace ishuge. The daily newspa-per industry alone takesin some $15 billion ayear from classifieds,which accounts for about50 percent of totalindustry profit.

The online classifiedbusiness, while growing, is still infinitesimalcompared to newspapers-revenue may reach$200 million this year and hit $1 billion by theyear 2000, according to Steve Brotman, ceo ofthe AdOne online classifieds network.

"I'm on the side of newspapers," said Brot-man, whose AdOne.com is a partnership ofsome 300 small -to -medium -size dailies. "Theprint product can take a loss online for years.But an online company needs to make a prof-it right away."

Yahoo! last week announced it would go italone with its listings on Yahoo! metro sites inSan Francisco, L.A., Chicago, New York,Washington, D.C., Boston and Austin. The250,000 listings come from Yahoo! users inaddition to larger companies and some part-ners for real estate. Ellen Siminoff, director

of Yahoo! Communities, doesn't see Yahoo!as a competitor to newspapers. Yahoo!'s mod-el relies on the strength of its heavy traffic togenerate classifieds, which are free. Revenuecomes through banner ads.

Digital City, a venture of America Onlineand Tribune Co. that maintains local metrosites in 13 cities available on AOL and soon onthe Web, has gone the newspaper route. So have

larger classified networkssuch as AdOne, Career-Path.com, and Match.com(personals), each a con-sortium of newspapersand online companies., Id

Oddly, classifieds arean area that Microsoft,which seems to be trying

g. to corner every marketon the Web, has decided

Q not to pursue. The com-pany looked into classi-fieds for its Sidewalklocal metro sites, whichwill launch in Seattle and

New York in March. The Seattle Weekly andThe Village Voice are partners in the Sidewalksites, but not for classifieds.

"Online players go in with a lot of fanfare,"said John Neilson, vp, Interactive ServiceMedia Group, Microsoft. "But delivering con-tent is much more difficult than they thought."

Most online companies recognize that andare including newspapers in their business plan."Everybody is looking at this differently," saidPaul DeBenedictis, ceo of Digital City. "We'refriendly to the newspaper industry and open topartnering with them. Other people are sayingwe'll do it all ourselves. But it's their franchise."

"[Online companies] believe if it's online,people will turn on their computers and puttheir ads online," says Brotman. "But I don'tthink we're there get."

CICA11111

The Net is the medium-themessage comes from newspapers

TE AT I-IAPPENIS-

A NEW NETWORK COMING SPRING '97For more information, call Peter Weisbard 212-916-1000.

lne CBS EYE logo is a registered trademark, anc EYE ON EOPLE .s a service mark, it CBS Inc©1997 Group W Satellite Communications. All rights reserved.


FORUM

Westinghouse's deal to acquire TNN and CMT finally makes

CBS a major player in cable. How will it help the network?

Bill CroasdalePresident of National BroadcastWestern International Media"It was a very wise move on CBS'part because they're a major playerin broadcast, cable and several otherareas. CBS is strong in syndication,and the move into cable-buyingtwo established networks-was asmart one. It remains to be seen howthey will program [The NashvilleNetwork and Country MusicTelevision]. Will they continue tooffer the same formats, or will wesee some changes?The ink's not even dryon the contract, but if I "Ifs a gowere a betting guy, I'dthink, depending on CBS didn'what their long-termbroadcast strategy is, and TNNthey would change oneof the networks. I doubt should hethey would changeboth, though." package d

Ellen OppenheimSenior VP/Media DirectorFoote, Cone & Belding, N.Y."The buy is interestingon a couple of levels: Itshows the value ofbranding in televisionproperties. What's curi-ous is that CBS states itis interested in a 25-54audience versus whatthey have today, whichis perceived as anolder skew. But nowthey have bought cablenetworks that areolder -skewing whileclaiming to seek that25 -54 -year -old audi-ence. On the other hand, the factthat [both TNN and CMT] are orient-ed toward a similar target audiencecan be an advantage if they figureout a way to package it...and thereare a couple of options. Countrymusic has been seen as a hot topic,so CBS may be able to merchandisethat in a positive way. Another possi-bility: There are many packaged -goods advertisers whose consu-

mers are middle America, and CBShas the opportunity to look at thetotality of their properties and createsomething that specifically recog-nizes the heartland."

Joel SegalExecutive VP of Special ProjectsMcCann-Erickson"Of course, CBS was already a partof the cable world. Westinghousewas the sales agent for these cablenetworks. But the buy certainly givesCBS more shelf space. Just as NBC,

ABC and Fox havebeen doing, CBS

od move. needs greater expo-sure. I think it will

t overpay, probably be aninvolved process, and

and CMT in the short term CBSwill probably stick with

Ip, through [CMT's Et TNN's] exist-ing formats."

eals, gain

distribution for Eye

on People. With this

purchase, CBS

continues to gain

strength in the older

demos, which is

their goal."

Dan RankExec VPIDir. of Nat'! TV

DDB Needham

Steve GrubbsExecutive VP of NationalBroadcast Buying, BBDO"CBS has been inter-ested in participating inthe cable business, andthis is one way to do itvery quickly: Go in andbuy existing networksversus starting themup. It's much easier totake an existing net-work today and changeit instead of starting acable network fromscratch. That's justextremely difficult todo unless you alreadyhave existing leverage,like Turner or ESPN. It's

very much the right move. And if I

had to guess, I'd imagine CBS willfiddle with the networks' existing for-mats. Not immediately-they will takea look at what they have initially andlook at growth potential."

Mediaweek welcomes letters to the editor. Addressall correspondence to Editor, Mediaweek, 1515Broadway, New York, NY 10036 or fax to 212-536-6594 or e-mail to [email protected]. All lettersare subject to editing.

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11111111111M


The media's role

in shaping national

events takes center

stage in HBO's 'The

Second Civil War'

HOLLYWOODBetsy Sharkey

TV News on TrialFor anyone caught up in therecent drama of the broadcastcollision between PresidentClinton's State of the Unionaddress and the verdict in the0. J. Simpson civil trial, watch-ing HBO's ambitious and pro-vocative new movie, The Sec-

ond Civil War, will at times feel surreal.Consider this scene in the black comedy, which was di-

rected by Joe Dante (Gremlins, The 'Burbs) and premiereson the premium cable channel March 15 at 9 p.m.: Insidethe White House, the president (Phil Hartman) and hisadvisors (including a public relations specialist played byJames Coburn) are discussing a response to the governorof Idaho's (Beau Bridges) decision to close his state's bor-ders to an oncoming surge of Pakistani orphans a charitygroup intends to relocate there. The president issues anultimatum-either Idaho backs off in 72 hours or federaltroops will be sent in to keep the borders open.

"If the s--- hits the fan, it's going to end up spilling intoAll My Children," one of the advisors cautions the presi-dent. "It's Susan Lucci's final episode, and she's about toleave her husband and run off with Antonio."

"The gardener?" asks Hartman.

"Erica's going to run off with the gardener?""Yes. It's due to air in three days, right smack-dab in

the middle of our deadline."Cut to a shot of the president addressing the nation."I am therefore declaring a deadline of 671/2 hours..."Another scene in The Second Civil War unfolds in the

belly of broadcast news organization NN (NewsNet),which has all the trappings of CNN, including a deeplyresonating "This is NewsNet" introduction from the voiceof James Earl Jones, who performs the same duty for thereal CNN. Jones also plays an on -air reporter in the film.Actor Dan Hedaya, who plays veteran news producer MelBurgess, watches a bank of monitors on which various ver-bal and physical skirmishes from Washington to Idaho areunfolding, then sends his staff into red alert with the pro-nouncement: "Come on people, I smell a 20 share."

What began for The Second Civil War writer MartynBurke as a piece that would operate on the edge of plau-sibility, has, over time, become eerily real. "The headlineskeep catching up with the script," Burke says.

Immigration is a central theme of the film. As Bridges'Gov. Farley explains during a news conference on why hehas closed the borders: "There's no way I'm going to letIdaho go like other small -population states, like RhodeIsland, which became almost totally Chinese in six yearswhen it was swamped by refugees." Burke obviously wrotethis line long before Californians began approving mea-sures to stem the immigrant tide into their state.

With immigration as the starting point, The SecondCivil War also looks hard at racial and ethnic issues. It isan idea that novelist, documentary filmmaker and screen-writer Burke, who immigrated here years ago from Cana-da and ultimately settled in Los Angeles, had been con-templating for some time.

"In the late '80s I was doing a documentary for'French network] TF-1 on all different aspects of Amer-ican life, and one was illegal immigration," Burke says."I was standing on a place called 'The Soccer Field' thatlies between Tijuana and the American border. Every

day the same thing happens-there are thousands andthousands of Mexicans, El Salvadorians, Ecuadorians, allthese people who start gathering around noon and waitfor the sun to go down. When it does, this huge mass ofhumanity moves toward the border. On the other side isthe INS, helicopters, dogs. I would be on one side onenight and the other side the next."

What occurred to Burke as he watched this same sce-nario develop each night was that both parties tended totreat it as a game. Despite the serious undercurrent, it waslike one gigantic game of hide-and-seek, Burke says.


"It was not only quasi -comedic, but the historic signif-icance was enormous," Burke says. There were ready par-allels in history for him to draw on.

"It's not that the Roman Empire was ever conquered;it just stopped being Rome," he says. As Second Civil Warbegan to take shape, Burke decided he wanted to take "aDr. Strangelove approach to something very serious."

On the other side of town, HBO had become intriguedby an idea put forth by a Washington think tank. The the-sis was that if U.S. policy on immigration did not change,within roughly 40 years the U.S. would become a Third

World country."We had ideas on what

form a movie could take,"says Richard Waltzer, executive vp of HBO Pictures. "Atone time the idea was to do a faux documentary set in thefuture and looking back. Then Barry [Levinson, the film'sexecutive producer] came up with the writer, and fromthat came the idea that this would be a dramatic film witha darkly satiric sense of humor...from the point of viewof how all these different groups react to this crisis."

One of the central themes of The Second Civil War is

Greet the press: Bridges'Farley (left, with directorplays to the cameras in C

how the media, broadcast in particular, tries to makenational events work to fit their needs, and how the pace ofnational events is so often set by TV news deadlines.

Burke's experience includes work for several largemedia organizations doing documentaries in the U.S.,Canada and France. "The media love a feeding frenzy,and if they can take something that's not quite boiling andmake it boil, they will," he says.

Burke began writing The Second Civil War shortly be-fore the O.J. Simpson criminal trial began. What gives thefilm an often uncomfortable currency is how closely itmirrors the difficult truths that are dividing the countrytoday and the media's role in shaping public opinion.

One recent example: Dan Rather got an exclusiveinterview with Bill Cosby after the murder of his son. Theinterview, with bits fed to local news shows and to Rather's

"The media love a feeding frenzy," Burke says. "If they can take

something that's not quite boiling and make it boil, they will."

network newscast and a chunk saved for 60 Minutes,began to feel like a sweeps promotion. In the face of severecriticism, CBS decided to dump the 60 Minutes segment.

One telling scene in The Second Civil War that doesnot seem like much of a stretch features Denis Leary, whoplays Vinnie Franco, a gonzo producer for NN. Leary, try-ing to sound sympathetic to the Idaho farmers' cause, isencouraging a hastily formed militia to go on the air. Inone sentence, he pushes all the hot buttons as he pleadsfor an interview: "Let's take this opportunity to jump rightover those left-wing liberal, East Coast media elite typesand bring your story right to the American people."

They bite. But on camera, instead of crazed militiamen, they look like armed farm boys, totally naive as theyhold their rifles and man a missile launcher. When one ofthe boys, wearing a high school letter jacket, says, "I knewit was time for me and my brother Allen here to start fir-

ing missiles to defend our farm," it is as chillingGov. as it is absurd.Dante) In another scene, Amelia Sims (Catherine

ivii War Lloyd Burns), an organizer in the highly politicalgroup behind the orphan airlift, complains about

the lens that one of the TV news cameramen is using."All you do is use the wide-angle lens that makes it look

like less orphans than there really are," Sims says."I'm using a normal, everyday lens," the cameraman

counters."Yeah, yeah, yeah. If we were the Save the Children

Fund, you'd use a telephoto."The Second Civil War moves deftly between society,


HOLLYWOOD

the media and the characters' personal lives, with thesame stress fractures being uncovered on all levels. NN,with its ethnically diverse staff, finds it is not above thefray. Gov. Farley learns too late that his decision to closethe borders destroys his relationship with his lover, a His-panic television reporter played by Elizabeth Pena.

Reactions following preview screenings took Burke bysurprise. "It's like a Rorschach blot," he says. "We've hadpeople from either side of the political spectrum getequally offended."

"I don't think this movie poses any answers, but hope-fully it will cause peopleto talk about the issues

Last week, while Hollywood's creativecommunity celebrated independentfilmmakers' domination of the Oscar

nominations, more than a few TV execswere trying to gauge the impact on ABC'sAcademy Awards broadcast on March 24.

Among the five films nominated forBest Picture, only Jerry Maguire (starringTom Cruise) can be considered main -

The Backlot...stream. And consider the Best Actresscategory: Brenda Blethyn for Secrets &Lies, Diane Keaton for Marvin's Room,Frances McDormand for Fargo, KristinScott Thomas for The English Patientand Emily Watson for Breaking theWaves. Odds are the only name that atypical Nielsen family could match witha face would be Keaton's.

"We're certainly rethinking what we'reputting up against [ABC]," says a sourceat a rival network. "You never 'concede,'but the reality is that Oscar night is usu-ally right up there with the Super Bowl.This year, it's not such a given."

"The Academy members may besending a message to the studios [withtheir Oscar votes]," says an executive whosaw several of his studio's much -promot-ed films get passed over. "But they maybe in for a rude awakening when theAmerican public casts its votes."

Universal appeal. Another piece of thestrategic equation that Sandy Climan,executive vp of Universal Studios, is

and the role of the media," says HBO's Waltzer. "Wewant you to be entertained and disturbed."

HBO will spotlight the media again in May in anoth-er original, Weapons of Mass Distraction. Starring GabrielByrne, Ben Kingsley, Mimi Rogers and Jeffrey Tamborand written by Larry Gelbart, it's a satirical comedyabout what happens when two media tycoons' "personaland business rivalry turns into an all-out media war."

Though Weapons is fiction and was in the works be-fore their feud became a major media event, one has tobelieve that Rupert Murdoch and Ted Turner (vice chair-

man of HBO parent Time Warner)should prepare to be skewered.

Spinning a wide web: Miss Spidergets a multimedia deal at Universal

devising to make Universal more compet-itive on the sizzling kids entertainmentfront emerged from a new deal withauthor/artist David Kirk, creator of theMiss Spider storybooks.

The arrangement will take Kirk'scharacters into virtually all Universaldomains, including movies, TV, video,CD-ROM, music and interactive. A filmscript is in the works. Kirk and publisherNicholas Callaway retain the book rights,in association with Scholastic.

With an eye toward creating anotherGoosebumps phenom, these sorts of dealsare heating up the marketplace for anyunattached children's -book authors thatcome to the table with a following.

Climan characterizes the Miss Spidercast as contemporary, endearing and onethat will become "a cornerstone of ourchildren's entertainment business." MissSpider's Tea Party and Miss Spider's Wed-ding have sold more than a million copies

in two years. A third book, Miss Spi-der's New Car, is due in September.

This is definitely a property thathas legs.

Speaking of kids: Nickelodeoncontinues its international push withthe launch this month of a channelserving Sweden, Norway, Denmarkand Finland. (Nick already has ded-icated international channels inGermany, the U.K., Australia andLatin America.)

Although many of Nick's existinganimation and live -action shows-in-cluding Rugrats and Clarissa ExplainsIt All-will have a home on the Scan-dinavian outlet, the network also is

working with a local production companyto produce special segments, called NickKids, in Sweden. Nick is also on an inter-national -programming buying spree, hav-ing recently picked up a range of Eur-opean and international series and shorts.

Prior to Nick's expansion into theregion, Borrell Market Research con-ducted an extensive study of Sweden.The study looked at the viewing habits ofkids and parents, as well as their attitudesabout television programming. Amongthe findings: On average, families in Swe-den have two television sets per home.Younger kids tend to watch with parents.Older kids tend to watch alone. Parentswant more quality programming for theirkids, including shows with nonviolent,pro -social content. Kids want more vari-ety, and just plain more programs thanthey are getting.

Those potential Nordic Nicksterssound a lot like ours here in the U.S.

February 17, 1997 MEDIAWEEK http://www.mediaweek.com PAGE 17

'The Washington

Times,' often derided

as a "Moonie"

paper, has become

a must -read in D.C.

WASHINGTONAlicia Mundy

Moon Over Mr. PresidentThe duties of a President canbe irksome indeed. Take thenight at the 1995 WhiteHouse Correspondents' Din-ner. Bill Clinton was handingout the coveted Barnet NoverAward for investigativereporting before some 2,100

journalists and A -list guests in tuxedos and sequins. Thewinner, the MC announced, was Jerry Seper of TheWashington Times. Seper walked up onto the dais as peo-ple in the crowd alternately applauded, giggled andcleared their throats. The President stretched out hisarm to give Seper a handshake and the $1,500 check,both men momentarily looked down, avoiding each oth-er's gaze. Then Seper grinned and Clinton beamed oneof his flash -frozen smiles, the kind that's supposed tomask annoyance, but held too long becomes a ric-tus. "Congratulations," Clinton said, loudlyenough so the crowd would know he boreno grudge. Seper's coup, the MC remind-ed the audience, which needed no suchprod, was the Whitewater scandal story.

Whitewater became a watershed forThe Washington Times. As Clintonenters his second, already pockmarked

term, and the federal Whitewater investigation nears itsclimax, critics of The Washington Times can still com-plain about the paper's unremitting, unrepentant right-wing bias, but they can't complain about its results. Likeit or not (and many folks don't), The Washington Times,founded in 1982, has become a paper to reckon with.

This statement still comes as a shock to hoi polloi atpapers in other major cities. New York and Boston news -hands routinely dismiss The Washington Times as theMoonie paper, the official record of the world as radicalRepublicans see it. Founded by the Rev. Sun MyungMoon, a Korean businessman and evangelist (who madea fortune in the business of evangelism), The Washing-ton Times has tended to be a mouthpiece for anti -Democrats, for the Christian Coalition, for the RonaldReagan fan club, for the gun lobby and Waco conspiracytheorists, and, until the collapse of Communism, for thehottest of the Cold Warriors.

There was a time, says one veteran Washington Timesreporter, while the rest of the world was cel-ebrating the fall of the Berlin Wall in 1989,that the paper's editor, Arnaud de Borch-grave, worried that there would be no more

great battles of good and evil to cover.Luckily, along came Clinton.

Now, on any given Sunday,


WASHINGTON

viewers may see Tim Russert, host of Meet the Press, wav-ing a copy of the paper as he fires salvos at the WhiteHouse Chief of Staff or the Democratic leadership. Hasthe paper fixed all the problems with its credibility? Notat all. For every two straight -arrow stories on the WhiteHouse or Congress, there's another on the latest in VmceFoster mythology. For every two scoops on Islamic ter -

"They made themselves be taken seriously by going after stories

that had been ignored often in the past," says Jack Limpert.

rorists, there's one on linking the National Organizationfor Women with the death of the West. But at least theproportions of sane to strange now favor the former.

What's fascinating about the saga of The WashingtonTimes is not that it's taken more seriously now than adecade ago, but how that happened. "Why are we so suc-cessful?" asks Times' White House reporter Ralph Z.Hallow, rhetorically. "Because it's Washington. Becausewe're here. Because we're clued -in."

Basically, The Washington Times editors and manage-ment made the decision to embrace and revel in theirWashingtonian identity. Yes, the paper most likely to

Below the Beltway.It's a shame Pamela Harriman couldn'tbe around for her funeral. It was a trueWashington media blitz. Members of

the fourth estate were given press packetsas they entered the Washington NationalCathedral. Some 20 -odd press liaisonswith cell phones whispered logistic com-mands under the Gothic arches, as theentire White House press corps, andmany other working reporters, camera-men and photographers were led to theofficial media section. By the time thefuneral began (to the strains of the caril-lon), there were more than 100 reporterson hand. The press kits contained a beau-tiful photo of Harriman, copies of theremarks of the President, PresidentChirac of France (with a translation) andMadeleine Albright. Also included wereclips of Richard Holbrooke's recent pieceon Harriman in The Washington Post. Thefuneral program took 14 pages.

In the end, it must be acknowledgedthat the grand dame of the Democrats

III

bash the Inside the Beltway mentality has become thetown crier of Capitol concupiscence. Stories have landedon the front page not necessarily because of their "news-worthiness" in the grand scheme, but because they caterto the audience of politicians and lobbyists. Smart move?Coca-Cola should learn such marketing.

"They made themselves be taken seriously by goingafter stories that had been ignored often in thepast," says Jack Limpert, editor of Washington-ian magazine. "You have to read them everyday because they often cover things the [Wash-ington] Post and the [New York] Times miss."Or skip.

For instance, trivial items about Congres-sional blunders began to be treated with unusual gravity.Is Barney Frank's lover entertaining men at his home,possibly for money? Is there stamp -selling at the HousePost Office? Business as usual became the fodder formore federal investigations under the watchful eye of thisTimes, and now, it's just not safe to put payoffs on thepayroll anymore.

There's more. The Washington Times geared itself upfor a Republican Congressional takeover. When theGOP won in 1994, the newspaper was ready to cover theparty's every move, every utterance. The WashingtonPost and The New York Times found themselves with

and Ambassador to France got one of herwishes. "She upstaged [W] Averell Harri-man [her deceased husband]," saidChuck Conconi, a social scribe at Wash-ingtonian magazine. Conconi, who attend-ed Averell's funeral in 1986, said this cer-emony surpassed that one. "More media.Press kits, for God's sake. The Presidentspoke. Five priests and a bishop. She wentout with style," Conconi said.

Among the dignitaries was KatharineGraham, owner of The Washington Post,and the person who played matchmakerto Pamela and Averell. Also presentwere her two unauthorized biogra-phers-Chris Ogden and Sally BedellSmith. Fortunately for Smith, her book,Reflected Glory, hit the stores only twomonths ago, making the author the mostsought-after speaker by media outlets. "Iwas just finishing the book tour in Texaswhen we got word about her stroke,"Smith said. "I think I set records fordoing 12 interviews in a day."

press hoard of a different sort gath-ered last week in a snowfall in

reensboro, N.C., looking muchlike the personal injury lawyers they areso faithfully following. There were therefor the federal court hearing on theFood and Drug Administration's pro-posed rules on tobacco.

The FDA wants to name tobacco(nicotine) a drug, and define cigarettesas drug -delivery systems, thereby givingthe agency the right to control how cig-arettes are made, sold and advertised.What makes the media circus odd isthat the legal briefs had already beenfiled, and the judge had made it clearthat he would not issue any decisionthat day.

But the sight of a hundred tobaccolawyers and lobbyists declaring war onthe FDA on the courthouse steps wasgreat film. Elsewise, there was little ofnewsworthiness at the courthouse,except of course the irony that therewere so many ambulance -chasers inGreensboro for the trial that there wereno hotel rooms left for the press corps.Anybody got a smoke?


what they thought was an unlikely competitor for storiesand quotes.

Furthermore, The Washington Times positioned itselfas a newsmaker-a tact it certainly learned from The NewYork Times and the Post. Got a gripe with your fellowRepublicans on the budget? Don't tell them, tell The Wash-ington Tunes. Got a complaint aboutthe (choose one) Food and DrugAdministration, Federal Communi-cations Commission or JocelynElders? Sure, tell the DemocraticSenate leaders-but do it throughThe Washington Times. That's howWashington works, how politiciansoperate here, and how, if you're apublication, how you get clout. Even-tually, you get the stories to go with it.

Outsider status in an insider'scity has helped The WashingtonTimes more than it has hurt thepaper. For instance, it used to be thata job at the local paper, The Wash-ington Post, was more coveted thansainthood-and about as obtainable.Hustling reporters did time in theCarolinas hoping for a chance to move north just to cov-er Fairfax, Va., zoning hearings. But The WashingtonTimes provided another outlet for aggressive youngreporters. As Hallow explains, "Reporters can maximizetheir talents here. If you are good, you can end up cover-ing Congress, and your stories get read by the leadership,by the White House. Think about how hungry that makesreporters for stories," he laughs.

Michael Barone, author of The Almanac of AmericanPolitics, a holy book in Washington, rates The Washing-ton Times high on his list of sources of news these days."It's very influential in Washington," he says. "It was nottaken seriously at first, partly because of the issue of itsownership." But, he adds, by playing the Washingtoncard, it has gained legitimacy.

That image hasn't been completely erased. Coverageof all things Korean tends to fall into news of the world -odd stories, oddly placed. Other negatives include the useof Arnaud de Borchgrave as a mascot. About as retiringas Liberace, de Borchgrave wears his right-wing bias likea French military medal. You expect him to show up at areception with a ribbon around his neck and a garishhunk of metal bearing the inscription "Death to Liber-als" or some other such rightism.

Then there's the newspaper's "Commentary" pages.Among the most widely followed in town, there arefour-count 'em-four full pages of op-eds. Jeremiads,screeds, tirades and demonology, they are the breakfastof champions for Washington politicians. "Commentary"editor Mary Lou Forbes, a Pulitzer Prize-winner fromthe late Washington Star, says, "That's exactly how we likeit. We sought out those views that didn't have any outlet inWashington and brought them to the foreground. We try

F-e,tjc 111ntiitigtoit ettncs

0.0 Clinton, Congress set common go

;acingred

II

.....qae nit bUlket

to puncture those balloons that other reporters just letfloat by."

But for every rational piece by Thomas Sowell or TonySnow or Georgie Anne Geyer, there's a "Feminists arespace aliens!" article by Phyllis Schaffly or Gary Bauer.

That presents a problem, as conservative writerDavid Brock recently point-ed out in The AmericanSpectator. He said too manyoff-the-wall Clinton -bash-ing pieces had piled on,numbing the Americanpublic to the real problemsof corruption with the Clin-ton Administration. Thebiggest outlet for suchpieces, it must be said, hasbeen The Washington

"We have to read them, and we have to respond to what they write,"

says a White House staffer, who spoke only on condition of anonymity.

Times, making the paper its own worst enemy.Still, "We have to read them, and we have to respond

to what they write," says a White House staffer, whospoke only on condition of anonymity. "They get scoops.They get some very good stories.

"But I wish they tried as hard with Republicans asthey do with Democrats," he adds. "If they went afterGingrich the way they go after Clinton, Newt would begone by now. They know all the facts, but I don't thinkthey're as...vigilant in reporting when it's their party.

"That's what helps us downplay their stories some-times," he concludes. "That public image they have forpushing wild stories, crossing the line. They undercuttheir best stuff."

Times editor Josette Shiner was out of town and couldnot be reached for comment, and de Borchgrave did notreturn calls for this story.

Meanwhile, The Washington Times continues the bat-tle. Last week, James McDougal, one of the felons inWhitewater and Clinton's former business partner,changed his story to the feds. He turned up the heatunder Clinton, and mentioned that his wife, Susan, who isserving time for refusing to testify to the grand jury aboutthe President, had an affair with Clinton. Guess whichpaper ran that story high on the front page with the sex-ual allegations right up near the top. Yep. If Whitewaterbecomes the downfall of the Clinton Administration, TheWashington Times will have to be given credit for gettingthe story right. But journalists and politicians will con-tinue to wonder whether it would have become Gotter-dammerung without The Washington Times playing it upeach day, stoking the fires of hell, to the strains of a Wag-nerian chorus singing it down in flames.


Pop -culture titles are

holding their own

spirited Academy

Awards competition

for readers

and advertisers

P

MagazinesBy Jeff Gremillion

The Other Oscar RaceIt's Oscar season again, and the obvious (and at least one not -so-

obvious) suspects are cooking up more coverage than ever. Enter-

tainment Weekly-having staked out a strong Academy Awards

franchise as the only weekly covering the pre -nomination politics

and speculation-in its current issue continues its coverage of the cul-

tural phenomenon that is Oscar. "The Oscars are the closest thing to

sports in entertainment," says Mark Harris, EWs senior editor for

movies. "It's a horse race. People love it, and we're in an ideal position

to bring it to them." Harris says the Time Inc. book has devoted more

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Indie-drivers: EW (above) andRolling Stone are taking note ofthe new powers in Hollywood

space to the awards this time around;the first nominee -speculation itemspopped up last August in a fall filmpreview issue. In November, as bigholiday films began rolling out, EWstarted giving regular up -front spaceto Oscar buzz. As usual, issues justbefore and after the March 24 awards

ceremony will be dedicated to Oscarcoverage, as will EW's annual over-sized special Academy Awards issue,due on newsstands later this month.

"This has gone from being a six -week season of interest-the time

the day the nominees areannounced and the awards ceremo-ny-to literally being as long as thefootball season," says Harris. "It's aneight -month guessing game. We'reconstantly testing the water to see ifwe can go a little bit earlier and do alittle bit more."

EW president Michael Klingen-smith says the Oscars are good busi-ness for the magazine. "Readers real-ly respond to our coverage of theAcademy Awards," Klingensmithsays. Klingensmith says EWs Oscarissues generally outsell average issuesby about 20 percent. He adds that thespecial newsstand-only Oscar issuehas attracted many "image -con-scious" first-time advertisers. Chanel,Armani, Gucci and Hilfiger all rantheir first pages with EW in pastOscar specials. In this month's spe-cial, Donna Karan and Esprit havemade their first EW buys.

Hachette's Premiere has its ownspin on Oscar. Editor Jim Meigs, over-seeing the monthly's awards coveragefor the first time, decided not to rockthe boat. "We don't focus so much onthe anticipatory part," says Meigs."We give a detailed look at what youdidn't see at last year's Oscars."

A nine -page feature of exclusive,

behind -the -scenes text and photosfrom last year's awards leads theOscar package in Premiere's Aprilissue, on stands early next month."We're the only publication that hasbackstage access at the Oscars,"Meigs says.

The editor says Premiere is alwaysOscar-sensitive in what covers. "Oursense of what's a likely Oscar nomineeinforms our choices about what tocover for months," says Meigs, notinga profile in the March issue of off -the -beaten -track best actress nomineeBrenda Blethyn. "We roll the dice andgo after in-depth stories you can't getif you wait until the nominees areout," he says. "That's part of the funof running a monthly."

Another big serving of Oscar-related film coverage will come froma new source. Rolling Stone hasplanned its first -ever movie issue, tohit stands a week before the awards.The "Rebel Hollywood" issuespot-lights film -industry mavericks.

Longtime RS movie critic andsenior editor Peter Travers says he"convinced the powers that be" atWenner Media that independent filmsare the most -talked -about moviesaround for the first time since the late1960s. Not since the days of Easy Rid-er and The Graduate have indies beenso hot.

"I've been hammering the Acade-my like crazy for years," says Travers."This is the first time I don't haveanything to scream about. Four of thefive films nominated for best pictureare independents. And the fifth cele-brates smallness." The fifth nomineeis the Tom Cruise hit Jerry Maguire,written and directed by former RSwriter Cameron Crowe.

RS has, of course, covered themovies in one way or another from thebeginning. The biweekly's first coverfeatured John Lennon, in character asthe star of How I Won the War.

The independent, Los Angeles-based film magazine Movieline is talc-ing a road less traveled with the Acad-emy Awards. "The Oscars are lots offun to watch, but in general they're asnore to read about," says Movielineeditor Virginia Campbell. The maga-zine is not offering much traditional


coverage of the event. Instead, theMarch issue, out this week,includes Movieline's "AlternativeOscar" ballot. Readers can choosefor themselves who scores the "BestPerformance by a Blond": MerylStreep in Marvin's Room, or Beavisin Beavis and Butt -head Do America.

Pro -Social Punditry

Stolley and Turner

Stray From the ScriptSpeaking of the Oscars, has one ofthe bad habits associated with win-ners at that Hollywood spectaclebeen co-opted by the magazineworld? At two recent industryevents, speakers strayed from theirtopics to champion social justice.

In receiving his Henry JohnsonFisher Award at a Waldorf-Astoriadinner late last month, Richard Stol-ley devoted much of his lengthyspeech to the plight of needy chil-dren. Said Stolley, legendary formermanaging editor of People and cur-rent president of the Child CareAction Campaign: "We...need youeditors and publishers to insist thatall children count-not just yourown-and to preach that gospel inyour pages."

Ted Turner, speaking at anASME luncheon two weeks ago,also at the Waldorf, discussedalmost everything but his assignedsubject-synergy between maga-zines and television. "Magazines andmedia should be trying to...findhumane ways to build a better fu-ture for ourselves," said the TimeWarner vice chairman. "My mainconcern is the future of the planetand overpopulation."

Beer Drinkers Get a Mag

Celebrating SudsBeer me! Adams Media, the Cathe-dral City, Calif. -based publisher of28 liquor industry trade books, ishoping to hear those sweet wordsfrom interested readers. The compa-ny is readying its first consumer

Brew master: BC will be aguide to brands, bars andtravel spots with beer tie-ins

magazine, the upscale Beer Connois-seur, for a June launch.

"Readers will be exposed to thebest beers, hottest bars and clubs,great travel destinations, technologyand the arts," is how editor AnthonyGiglio describes the lifestyle book,set to publish nine times per year

with a rate base of 100,000. Food, fit-ness, sex and celebrity Q&As willalso be part of the mix.

"This category is hot, withmicrobrews and specialty beersbooming while sales of importsand popular domestics continueto grow," says Giglio. "The timeis right for our publication"

U.S. drinkers spent $60 bil-lion last year on 2.6 billion

cases of domestic and importedbeer, notes Seymour Leikind,Adams Media senior vp and grouppublisher.

Beer Connoisseur hopes to tapthe same good -life -loving maledemographic that has made MarvinShanken's Cigar Aficionado a hit.Aficionado's recent Winter '96 issueposted a 71 percent circ gain overthe Winter '95 issue. With the cur-rent March/April issue, the over-sized book increases its frequencyfrom quarterly to bimonthly.

60 SECONDS WITH...

Martha StewartChairman, Martha Stewart Living Omnimedia,speaking from a Los Angeles film set a fewdays after signing her deal to leave Time Inc.:

Q. What film are you working on? A. Oh, it'sjust a project I'm working on. It's not a feature

film. [Laughs.] Don't worry about it. Q. Rumor had it that exces-sive production costs for 'Martha Stewart Living' are part of thereason you didn't strike a deal for backing with an investmentbank. True? A. Absolutely not. We are profitable in the fifth yearof operation, which is extraordinary for a magazine of our size.We are a good company. We have real good earnings and realgood potential. [Banks] wanted equity. I didn't want to give up somuch equity. And I just want to tell you I've never even spoken toa bank in Canada [as Media week reported in December]. Never.Ever. I don't even know a bank in Canada. Q. You've said youwant to maximize synergy between media and merchandizing. Is

there any concern that you could push that too far Or is the oldTime Inc. philosophy of separation of church and state passé?A. Editorially, we are extremely careful of that, of mixing editorialwith product. We have been always very diligent in that respect.Brand extension into merchandizing is just a very smart thing todo. When I say 'merchandizing and print'-that doesn't mean weare going to invade each other's territory. I don't feel that's aproblem at all. 0. What's next? A. We have lots of ideas. We havelots of hopes for the future in terms of publishing, television andthe online service. You can expect more announcments in thenext few weeks.

Must -ReadsA compendium ofrecent praiseworthyarticles:

Douglas Prestonexplains how a freedslave unearthed thiscontinent's most impor-tant archeological dis-covery. "Fossils andthe Folsom Cowboy,"in the February NaturalHistory

"What's Dave UpTo?" TV Guide editorSteven Reddicliffe'salternately serious andsilly QM with David Let-terman, in the Feb. 15-21 issue

Tom Lowry's artfulprofile of an Amishcommunity, "TheTobacco Farmers ofLancaster County,' inthe March/April issue ofCigarAficionado


MOVERS

NETWORK TVDaniel Longest has beenpromoted to vp of promo-tion and marketing for ABCTelevision. Longest joinedABC last August as directorof consumer promotion forABC marketing. Prior to that,he had been at Tracy -Lockeas an account supervisoron the Pepsi account.

STATIONSJames Clayton has beennamed vp and gm of WJBK-TV, the Fox-owned station inDetroit. Clayton worked atWJBK-TV from 1982-1989.He rejoins the station fromWLVVT-TV, the NBC affiliatein Cincinnati, where he wasvp and gm since 1992.

NEW MEDIAMicrosoft Corp. has tappedRobert Litvak as managerof talent and casting for thecompany's interactive mediagroup. Litvak had beenmanaging on-line forums forthe Microsoft Network andhelping with the launch ofthe Microsoft CinemaniaConnection.

RESEARCHBruce Masterson has beennamed president and ceo ofStrategic Media Research, aradio research firm. Master-son comes to SMR fromReuters Holding, where hewas most recently ceo ofone of the company's infor-mation business units.

PRINTPeter Medwid, former pub-lisher of Disney Adventures,has been named ad manag-er of Cosmopolitan. He hadbeen Disney Adventurespublisher since 1995 andbefore that was the NewYork sales manager of theSunday supplement atParade from 1993 to 1995.

The Media EliteBY MARK HUDIS AND ANYA SACHAROW

( ill II 010-*

WHERE WERE THEY THEN?

Nicholas ButterworthEditor -in -Chief and COO, SonicNet

In his first job, Butterworth bounced around WGBHon Zoom, the "interactive" pre -teen television show

Most chief operating

officers don't speak

Ubbi Dubbi. That's

because most of them were too

old in the '70s to be tuned in to

Zoom, the after -school PBS TV

show for pre -teens produced by

WGBH in Boston. But Silicon

Alley mogul Nicholas Butter-

worth, the 29 -year -old editor -in -

chief and coo of the ultra -edgy

music Web site SonicNet, is flu-

ent in Ubbi Dubbi (add ub before

each vowell-because he wason the show. In 1977, Butter-

worth, then 10, sang and danced

around the Zoom set as a cast

member for one season. Some-

where at his Mom's house in

Boston, he still has his Zoom -uni-

form striped Lacoste shirt.

"By the time I was 12 or 13, itwas hauntingly embarrassing,"

Butterworth says. "By the time I

got to high school, no one gave a

f--- anymore."

Is it a stretch to imagine the

sideburned, too -cool -for -school

guy who runs SonicNet singing

"You got to zoom, zoom, zoom-a-

zoo-oo--oom," skipping around

the WGBH station, or, during one

remote shoot, leading all the

Zoomers in a snake dance at a

wild animal farm?

"It gave me self-confidence,"

Butterworth says. "And it wasfun."

One of the most important

aspects of Zoom (which WGBH is

planning to relaunch in fall 1998),

is that it was developed by kids.

All the material sprang from let-

ters from viewers. This is what

Butterworth really gets into; he

now views his Zoomer days as

having new -media roots, because

of its interactivity.

"A big part of new media is lis-

tening to your audience," he says.

"That definitely informs stuff we're

trying to do with SonicNet." -AS

Janssen Practices

What He Publishes/t has a twin V-8, it's big andsporty, it cruises easily at 45miles per hour, and if it

springs a leak, Peter Janssenwill probably be late for work.

That's because Janssen, edi-tor -in -chief and publisher ofHearst's Motor Boating &Sailing, prefers to commute towork (when weather permits) viathe East River rather than theFDR Drive aboard a 34 -footFormula, "the boating equiva-lent of a Lexus," he says.

"I head down the LongIsland Sound, into the East Riv-er, past the United Nations andunder bridges and look at all thepeople stuck in traffic," Janssensays. Often he has coworkercompany on his hour -and -10 -minute commute from the Nor-walk (Conn.) Cove Marina.Sometimes it's Erin Kennedy,MB&S art director. Or LouisaRudeen, the book's managingeditor.

Human cargo or no, Janssenis carrying on a tradition begunlong ago, when money men ofthe early 1900s commuted toWall Street from Long Island onprivate boats, pampered by thesun, wind and a.m. Mai Tais.

But there are no such pota-bles for Captain Janssen. Whenhe docks his vessel at the 23rdStreet marina, Janssen heads tothe boat's cabin for a quickclothing change, a hair fix("When you're going fast, yourhair goes all over the place")and an Aqua Velva spritz.

And then, Janssen disem-barks for the final leg of his com-mute: "It takes us 45 minutes tocab from 23rd Street to our 57thStreet offices." So much foravoiding traffic. -MAH

Mind Capture.On March 19-20 in Los Angeles, California- The most electrifying set of ways that people,companies, the public or even your love interest can be manipulated, influenced or persuaded,will be revealed to a select group of business insiders. What will you do with this power?

By Steven Dworman

It's a fact!

In your business persuading someone to "buy'directly affects how well you do financially.

Imagine this...In just two days you will learntechniques that can change the course of your life.

These are not theories. These are tried and trueprinciples that are demonstrable, under bothlaboratory conditions and real life situations, toinfluence people and even entire companies more

powerfully than anything ever imagined.

One of these techniques was recently used by anew catalog company and was reported in Inc.magazine to increase their sales by 600% in only a

few months!

Regardless of what business you're in,if you don't know the answers to thesequestions, you're losing barrels of money,and missing million dollar opportunities!

0 A man enters a men's store to purchase asuit and sweater. Which should you sell him first to

make the greatest amount of money?

0 What "PERSUASION TECHNIQUE" com-pelled 95% of the nurses tested in a hospital toperform four illegal acts that were potentiallydeadly and in flagrant violation of hospital policy?

0 What specific set of information told to yourcustomers on the phone will compel them topurchase six times more product from you ?

0 MCI used this specific "PERSUASION TECH-NIQUE" to compel 9 out of 10 consumers toswitch their long distance service. How can youutilize the same principle to reap huge rewards inyour business? (The answer may surprise you!)

If Coca-Cola had been aware of theseprinciples, they wouldn't have created the biggestmarketing blunder in their company's history.

And Barry Diller wouldn't have paid over$1 million dollars more than he could ever hopeto recoup when he purchased The PoseidonAdventure for ABC.

USING THESE TECHNIQUES, A SMALLERCOMPANY CAN EASILY DEFEAT A LARGER. A

WEAKER OPPONENT CAN OVERCOME ASTRONGER.

And the beauty is...your targets will neverrealize that these "HIDDEN PERSUASIONTECHNIQUES" are being used on them.They have to assume they're beingovercome by natural forces.

Knowing these techniques, and how to usethem, will turn you into an instant winner!

A person who doesn't even like you canbe compelled to purchase twice as muchfrom you! - The secret of this Cornell Universityexperiment will be revealed during this two dayseminar...But to wet your appetite, it involvedusing a single can of Coca-Cola in a very specific

way.

And after failing with two previous attempts,G. Gordon Liddy used this specific persuasion tech-

nique to finally secure approval for the Watergate

break-in. (For your information, Liddy usedthe same "Persuasion Technique" usedthe Boy Scouts to sell candy.)

For the past twenty years, universities fromaround the world have been quietly conductingbreakthrough research on persuasion andinfluence. What they've clinically discovered isextraordinary...The benefits to you are irrefutable!

NEVER, ON '1111 FACE OF THIS PLANET,

HAVE THESE TOP EXPERTS BEEN GATHERED

IN ONE PLACE, AT ONE TIME, TO REVEALSO MANY INSIDE SECRETS!

Dr. Robert Cialdini - is a Regents' Professorof Psychology at Arizona State University. He isauthor of Influence - The Psychology ofPersuasion. "Among the most important bookswritten in the last ten years," according to theJournal of Marketing Research.

He is the foremost expert in the world on influ-ence and persuasion. He has shared his persua-sion skills with: IBM, Merrill Lynch, TexasInstruments, Kodak, the Stockholm School ofEconomics, and in closed door sessions of NATO.

His findings, quite literally. may be the mostimportant and relevant information to yoursuccess you've ever had the opportunity to hear!

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MEDIA 13ATTLEOF

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CLASSIFIED ADVERTISING/February, 1997 Page Cl

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EMPLOYMENT

ADVERTISING DIRECTORBICYCLING MAGAZINE

The world's #1 cycling magazine, BICYCLING Magazine is seeking acreative, energetic, enthusiastic Advertising Director in our Emmaus, PA of-fice. The ideal candidate will have a college degree, several years ofadvertising sales experience including sales management. Marketing ex-perience will make you an even more desirable candidate. Comfort withAd budgeting and Computer literacy is important.Rodale Press offers a pleasant employee -oriented working environment,competitive salaries, on -site fitness, day care, educational assistance, acomprehensive benefits package which includes a 401(k). Send your re-sume in confidence including salary requirements and a few paragraphson why you are the best match for this job to:

Human Resources Dept. (A-ADBM)

RODALE PRESS, INC.33 E. Minor Street, Emmaus, PA 18098

E.O.E.

JOIN OUR WINNING TEAMAdvertising Sales -Seasoned sales pro needed for East Coast office of leadingEntertainment daily trade paper. Must be team player, high energy, detail or-iented, creative sales professional. At least 3-5 years entertainment/productionindustry sales experience. Salary plus commission & benefits.

Send resume and salary guidelines to:Attn: SE

The Hollywood Reporter1515 Broadway, New York, NY 10036

Fax: (212) 536-5190No phone calls please EOE

Use ADWEEK MAGAZINES to get National Exposure

RATES for Employment and Offers & Opportunities 1-800-7-ADWEEK Classified Manager: M. Morris Classified Asst: Michele Golden

MINIMUM: 1 Column x 1 inch for 1 week: $158.00, 1/2 inch increments: $79.00 week.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 com-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 C6 CLASSIFIED ADVERTISING/February 17, 1997

r ' 'ADVERTISING

I MANAGER I

i SOUTH FLORIDA iCarnival Cruise Lines has anopportunity available, at ourSouth Florida CorporateOffice, for an Advertisingprofessional with 5-7 yearsmedia advertising experi-ence, including buying, plan-ning and strategic applica-tions of print, broadcast anddirect mail. The qualifiedcandidate must have a BS inMarketing or Advertising orequivalent work experience,as well as prior supervisoryexperience, WordPerfectproficiency and strong ana-lytical skills. Primary respon-sibilities include managingall media schedules and eval-uating advertising plans sub-mitted by our outside adver-tising agencies.

We offer a competitive corn-pensation package andexcellent benefits. For con-sideration, mail/fax or e-mailresume and salary history to:Carnival Cruise Lines, 3655NW 87 Avenue, Miami, FL33178-2428, Attn: HerbSchleier, MSEB-410N, Fax:(305) 599-8619, e-mail:hschleier©carnival.com. Allapplicants must pass a post -offer background check &drug screening. EOE

HELP WANTED

I

I

I

I

I

I

11CarnivalLAccount Supervisor

on National BrandsMajor Atlanta agency seeks expe-rienced Account Supervisor for na-tional client and products. Individ-ual must have 5-7 years experi-ence at strategic agency alongwith proven leadership andsupervisory skills. Excellent growthopportunity. Competitive com-pensation and relocation.

Fax resume to Warren Greene,Adair Greene Advertising

Atlanta, GA(404) 351-1495

FILM & TV JOBSEntry level to senior level professionaljobs in entertainment nationwide(cable & TV networks, film/TV studios,TV stations, etc.). 2x/mo. For info., En-tertainment Employment Journal:(800) 335-4335 (818) 901-6330

CALL 1-800-7-ADWEEK

TRUE NORTH'S

PHILADELPHIA OFFICETIERNEY & PARTNERS

#1 agency in Phila. has im-mediate openings for top-notchadvertising professionals.

MANAGEMENT DIRECTORAbility to lead on major utility andglobal managed services com-pany accounts.

ACCOUNT SUPERVISORTake charge person to work onfast -paced telecommunicationsaccount.

ACCOUNT PLANNING/

RESEARCHIn-depth knowledge of qualitative& quantitative research w/goodcommunications skills.

Send or fax resumew/salary requirements to:

B. NolanTierney & Partners

200 S. Broad St.Phila., PA 19102

Fax # 215-790-4146EOE

LORD OF

THE COPY JUNGLELeading pet products manufacturerseeks creative writer for packaging,ad and brochure copy. Must behighly conceptual, versatile and ateam player. Flexible hours; com-petitive pay. Please send resumeand two samples of recent work to

ADWEEK Classified, Box 39481515 Broadway, 12th fl.

New York, NY 10036

ACCOUNT EXECUTIVE/SUPERHERO

Yeah, we're ready to admit we needhelp. Small, fast -paced full -serviceadvertising agency located inrockin' SOHO seeks an account ex-ecutive with 2+ years experience tomanage diverse fashion accountsthat are production intensive. Mustbe MAC literate, detail -oriented andhighly organized.We are very nice people. We evenoffer the bottomless cup o' coffee!Please fax resume and salary re-quirements to:

Sandy at: 212-353-8464

FREELANCE HELP!Financial service, book club, com-mercial real estate, and web -basedaccounts in need of superiorcreative work, general/direct re-sponse. Send resume and samplesto: Michael Darling, DarlingAdvertising Group, 26 BartinaLane, Stamford, CT 06902.

Production ManagersFGI, Inc. is hiring two productionmanagers, one for our Mid -TownNYC office and the other for ourChapel Hill NC office. Candidatesshould have a minimum of 7 yearsof experience with agencies or prin-ters, delivering exceptional workfrom complex designs, and mustbe an active member of theCreative team. Candidates for theNYC position must actively pursueknowledge of latest printingtechnology, uncoated paper devel-opments and bindery techniques.Should have strong skills tomanage multiple projects, knowl-edge of electronic prepress andvarious printing processes, abilityto perform on -site press checks,experience in estimating, sharpnegotiating skills, a sense of humorand flexibility. Experience in directmail project management a bonus.Please indicate which location youare applying for, and send your re-sume and salary requirements to J.Detwiler, FGI, 206 W. Franklin St.,Chapel Hill, NC 27516. Or fax to919-932-8814. No phone calls,please. FGI is an Equal OpportunityEmployer.

Senior / Junior Designers

Sametz Blackstone Associates, Boston, is

looking for verbally engaging and visuallyinspiring graphic designers. We work ona wide range of projects-across anequally wide range of clients-in bothprint and electronic formats, from world-wide corporate identity systems to theperfectly tuned non-profit poster.

Respondents must have a degree in

graphic design, awesome computer skills,suits and jeans-and wit. Must enjoyworking on teams and have enthusiasm

for both new and traditional media.Senior 7+ years experience, including

project management junior 3+ years.

Résumés and salary requirementsto Will Cook, Sametz Blackstone

Associates, 40 West Newton Street,Boston MA 02118, fax 617 266 1937.No phone calls, please.

INTERNATIONAL

INFLIGHT MEDIA SALESLeading international inflight mediasales company seeks to fill a salesposition in their New York office.Must have minimum of 1 year expe-rience in selling or buying print and/or broadcast media, computer skillsand ability to build innovative multi-media proposals. Foreign languageis an asset. Fax resume and salaryrequirements to:

SPAFAX Inflight Media212-447-0405

[email protected]

MEDIA SUPERVISORInterested in moving to the citynamed as the best place to live by"Money"? RBL&W, one of theSoutheast's fastest -growing advertis-ing, marketing and public relationsagencies has an opening for a

Media Supervisor. Must have 5 to 7years of strategic media planningexperience working on national, re-gional, and local business for con-sumer and business -to -business ac-counts, preferably in healthcare in-dustry. Excellent presentation anddocumentation skills. Individualshould be a team player whopossesses ability to think throughmedia issues and resolve themcreatively.

Send resume and salary requirements to:

RBL&WVP, Media Services

P.O. Box 18189Raleigh, NC 27619-8189

fax (919) 848-2608or e -mall [email protected].

An Equal Opportunity Employer

REGIONALADVERTISING MANAGER

NortheastLeading magazine with high growthrate and strong client base is look-ing for a dynamic, independent andambitious ad salesperson. Idealcandidate has college degree, solidprint media sales and agency salesrecord. Home office situation possi-ble. Excellent compensationpackage. Be part of a winning team.Send resume to ADWEEKClassified, Box 00403, 1515Broadway, 12th floor, New York,NY 10036.

ACCOUNT SUPERVISORMidtown, full service advertisingagency seeks bright, enthusiasticAE with four years account man-agement experience for busy, retailoriented account. Must be highlyorganized, hands-on and MAC liter-ate. Knowledge of direct,cooperative and interactive market-ing a plus. Please send/fax resumewith cover letter to:

Director of Account ServicesPO Box 916

Murray Hill StationNew York, New York 10156-0916

FAX: (212) 213-0548

USEADWEEK MAGAZINES

TO GET NATIONALEXPOSURE

For Classified Advertising Rates

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


HELP WANTED

It'll be interesting tosee who grows faster.

You. Or us.Bernstein -Rein, a rapidly -growing agency

($250+ million, and counting) has animmediate need for Account Executivesand Account Supervisors.

You'll find an expanding mix of nationalaccounts. A dynamic work environmentwith 275 dedicated professionals. And theopportunity to grow right along with us.

If you have at least 5 years of agency experience,

we invite you to contact us (in the writingmedium of your choice) today. We are anequal opportunity employer.

BiBERNSTEIN-REIN

A D V E R T I S I N G

4600 Madison, Suite 1500 / Kansas City, MO 64112Fax: 816.531.5708 / e-mail: [email protected] / FILE 671

NN, It I E It

Is The Big Apple Getting

Too Hard To Swallow?

Is your career as cramped as your apartment?

Maybe it's time for creativediversity, scenic locale, and

rents that make the Applelook rotten. We are a fast-growing, full -service 4 -A'sagency in the Phila. area-home to great restaurants,galleries, music, shopping-

tel. 611-696-1300, fax 610-696-7136.

and great clients. If you've

got at least five years ofsolid agency writing experi-

ence and a portfolio that will

wow us, fax us your resume,

we'll fax or phone you thedetails. The Silberman Group.

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

Do YouYAI-1000!?

Yahoo! is the leading Internet media company, producing one of theworld's most recognized and trusted guides to the Internet. We are lookingfor a few good folks: self starters, leaders, and evangelists. People with an in-fectious enthusiasm about the Internet, a sense of humor, and who want tohelp create our future. Join our dynamic team responsible for marketing thehottest Internet media properties.

ADVERTISING SALES MANAGERS(Positions available in New York, Chicago, Detroit,

Seattle, and the San Francisco Area)

You will manage business development, evangelize interactive advertising andpromotions to major advertisers, roll -out new Yahoo! properties and be an ex-pert resource for agencies and reps in your area. These positions require a suc-cessful track record in media, publishing or advertising sales, established localmedia contacts, a working knowledge of interactive services, excellent pres-entation and communication skills, and a tireless sense of urgency. We are look-ing for bright, energetic, professional, self-starters that can represent the popu-lar Yahoo! Internet properties and apply creative thinking to exceed our ag-gressive sales goals. BS degree required.

ADVERTISING RESEARCH ANALYST(Santa Clara, CA)

Use your research background and experience to analyze interactive advertis-ing effectiveness, define and manage innovative new media research projects.This position requires experience producing demographic, psychographic orlifestyle research and analysis. Strong PC skills and familiarity with the Web/online services is essential. The ideal candidate will be able to manage researchprojects and produce analysis that is useful for advertising sales andmarketeers. BS degree or equivalent is preferred.

So, if you Yahoo! , send your resume via email to [email protected] by fax or mail to (408) 713-3301; 3400 Central Expressway, Suite201, Santa Clara, CA 95051. We offer an exciting, flexible work environ-ment with great benefits and an attractive compensation package that in-cludes stock options. EOE

http://www.yahoo.com

PublishACCOUNT MANAGER

PUBLISH Magazine is seeking an Account Manager for ourEastern territory. The successful candidate will prospect, maintain,and grow the advertising space, while maintaining a professionaland consistent performance in meeting advertising revenue.This position will service and maintain all advertising after thesale is made, including customer support, file maintenance,report generation and credit clearance. Prior sales experience inthe electronic publishing industry with a knowledge of its prod-ucts, marketplace and East Coast territory highly desirable.Office location: Boston, MA or Ramsey, NJ.

Please send your resume to: IDG Human Resources,Attn. Susan Brown, 5 Speen Street, Framingham, MA 01701;Fax: 508-935-4600; E-mail: [email protected]. We are anequal opportunity employer...by choice.

USE ADWEEK MAGAZINES TO GET NATIONAL EXPOSURE

Page CS CLASSIFIED ADVERTISING/February 17, 1997

HELP WANTED

We're A LotLike The

Brady BunchOnly We Don't

Date EachOther.

It could make you sick howwe get along...whatever.

Here we are, this UK -basedrecruitment ad agency (see

http://www.austinknightcomf)and we have more newbusiness than Greg had

bellbottoms. So we need tobring in more creatives. NewYork office needs FULL-TIME,FREELANCE OR PART-TIME:

Copywriter3-5 yrs advertising experiencerequired. Recruitment a plus.

Mac Production Artist1-3 yrs advertising experience

a plus.

MUST, MUST, MUST sendnon -returnable samples, orwe can't even consider you.

Send it all to:

Austin Knight29 West 35th Street,

7th floor, Dept. OHMYNOSE,NY, NY 10001. EOE

Austin=Knight

SENIORACCOUNT EXECUTIVE

Fast -paced, rapidly growing interna-tional advertising agency has im-mediate openings for experienceddirect marketing senior account ex-ecutives in our Baltimore office. Pro-ven track record in financial servicesa plus. We offer a challenging op-portunity with competitive salaryand an excellent benefits pkg. Sendresume with salary requirementsto:

ACCOUNT EXECUTIVEP.O. Box 22399

Baltimore, MD 21203-4399EOE

FREELANCERSWe currently need mac productionpros, multimedia producers andweb site developers with agencyexperience.

Fax resume to:Artisan -New York 212-448-0408

RESEARCH PROJECT MANAGERInteractive Research firm needs Project Manager. Requires related college oradvanced degree, 5+ years research experience with supplier, excellent com-munication skills. Extensive client contact, report writing, qualitative/statisticaldata analysis and management of ongoing projects will be critical components.Good computer skills and a strong desire to learn about the online environmentare required.

RESEARCH ANALYSTInteractive Research firm needs Research Analyst. Requires related college de-gree. 2+ years research experience, excellent computer/communication skillsand interest in the online environment. Great opportunity for smart self starterwith growing firm!

ADMINISTRATIVE ASSISTANTDiversity and flexibility is needed to support research and marketing divisions.Phone management, word processing, email and general office skills are amust. Requires related college degree.

Fax resume to 212-227-8482 or email to [email protected]

NATIONAL TV AD SALES

Account Executive with 2-3 years ExperienceNYC based company seeks sales professional with agency contacts to re-present syndicated, cable and satellite TV ad sales on both agency and clientlevel. Strong presentation and negotiation skills. Salary based on experience.

Please fax resume to "Account Exec" @ (212) 702-4625.

CLASSIFIEDAD SALES MANAGER

Legal Communications Ltd., Phila-delphia's leading legal publisherseeks a Classified Advertising Salesprofessional to manage andmotivate an inside sales staff and tosell classified advertising for pre-stigious legal daily newspaper. Suc-cessful candidates must have a pro-ven sales record in ad sales, excverbal and written comm skills,mgmt exp and must have great peo-ple skills! Exc compensation inclsalary and comm plus bonuses. Fullbenefits incl matching 401K. Conve-nient Phila's Center City location. Ifyou're the quality, proven insidesales professional we're seekingand want to grow along with our co,send your resume and cover letterimmed to:

Legal CommunicationsVP of Sales

1617 JFK Blvd, Ste 960Philadelphia, PA 19103

Fax to (215) 557-2301or emall:[email protected]

EOE

CONTROLLERMajor advertising and communica-tions agency in Atlanta seeks candi-dates for Controller, with strong man-agement accounting skills and expe-rience, to assist CFO. Must have ex-cellent computer skills - experiencewith ADMAN and Peachtree Account-ing a plus. Candidates should have atleast 5 years experience at senior ac-countant or assistant controller level -CPA a plus. $40,000.Fax resume to Mr. Floyd (404)351-1495.

CALL1-00-7-ADNITEK


ASS'T ACCT. EXECHORIZON MEDIA, INC. is one ofthe fastest growing and most suc-cessful independent media ser-

vices companies. Our account or-ganization is unique. If you are in-terested in strategic, marketing or-iented client services and have

good verbal and written communi-cation skills, this may be the job foryou. Strong computer skills a must.6 months to 1 year experience inany media discipline.

Please fax resume to:

Karen Kallins212-916-8685

JUGGLERDo you have lightning cognition,eyes in the back of your head, bigears, total recall, finely honed orga-nizational skills, and the fastidi-ousness of Felix Unger? Can youspell, type quickly and accurately,and handle multiple phone lines si-multaneously? Do you live to meetand greet with a sunny dispositionand work with appreciative world -class post -production pro-fessionals? Then we've got the jobfor you.

Please fax resume andsalary requirements to:

(212) 818-1637

ACCOUNT EXEC/NEW BUSINESS

Team up with unique, small, creativeNY shop with top credentials.

Send resume and cover letter to:

ADWEEK Classified, Box 39031515 Broadway, 12th Floor

New York, NY 10036

CYRK is expanding!

CYRK, a leading provider ofpromotional marketing services, hasproduced some of the most successfulconsumer marketing programs inhistory. We develop custom -designedapparel, accessories and productcollections that promote Fortune 100companies and leading brand names.Full-time openings and freelanceopportunities in Gloucester, MA andNew York City exist in the followingareas:

Apparel Designers/Merchandisers

Catalog Art Directors Catalog Merchandisersa Copy Writers Layout/Mechanical Artists Industrial Designers Product Illustration and

Rendering

Please send or fax non -returnablesamples and experience history/resume to: Human Resources, Dept.FT (full-time) or Dept FL (freelance),CYRK INC., 21 Pond Road,Gloucester, MA 01930 orfax (508) 282-0639. EOE

ACCOUNTEXECUTIVE

Leading marketing service agency(in Stamford, CT) seeks AccountExec. to work on high profilebeverage company business. Re-sponsibilities include: creation andexecution of national marketingprograms. The ideal candidate willpossess:

2-4 years agency experienceExcellent verbal, written

and people skills Strong organizational skills

Great attitude coupled with thestrong desire to learn and grow.

Fax resume & cover letter to:Ken/Polly (203) 964-8366

GRAPHICSSENIOR DESIGNER

Strong packaging design experi-ence. Must excel on Mac withQuark, Photoshop, Illus. & Web.

MAC PRODUCTIONStrong digital print experience. Mustexcel on Mac with Quark,Photoshop, Illus. & Web. Supervisesmall staff, coordinate with de-signers, service bureaus, etc.

Fax resume (which must includesalary requirements) to:

(201) 748-6191 ore-mail to:

[email protected]


CLASSIFIED


HELP WANTED

The Future Isn't So Far Away

Anymore.At America Online, the global leader in interactive services,the future means new opportunities. Be a part of it by joiningus today!

ACCOUNT SERVICE MANAGERManage third -party advertising sales support organization in-cluding third -party advertising partners and advertisers. BS/BAand 5+ years account/program management experience re-quired. Dept. DU -727B

TRAFFIC MANAGERApply your advertising agency experience to manage the coor-dination and rotation of online banner ads as you develop new,interactive technological processes. Requires a BS/BA, 4 yearsagency traffic experience including 2 years as Supervisor ofProduction Coordinators, and strong client management skills.Dept. DU -717B

PROJECT MANAGERS -Interactive Marketing

Oversee the day-to-day activities of developing, launching, andmaintaining interactive advertising online campaigns. Trouble-shoot production technology issues while educating clients ononline brand messages. Requires a BS/BA, 4-8 years project/account management experience, preferably in interactive mar-keting. Online, web, or CD ROM production experience de-sired. Dept. DU -728B

Forward your resume, indicating dept. code, to:America Online, Inc., Attn: Dave Uhly, 8615Westwood Center Drive, Vienna, VA22182. Fax: (703) 265-3914. e-mail:[email protected]. For additional op-portunities, visit the AOL web siteat www.aol.com/careers. Equal op-portunity employer. No phonecalls, please. Principals only. AMERICA ONLINE

INCORPORATED

CORPORATE MARKETING SERVICES MANAGERManager of Corporate Marketing Services wanted to develop and executemarketing and promotional programs, and to create written sales pitches for theadvertising team of this prestigious, national African -American publishing and en-tertainment company.

In addition, person will be responsible for promoting corporate properties, andmanaging the activity of contracted agencies and individuals as it relates to areaof responsibility. This is a proactive position.

Must have a BA in marketing communications, advertising or merchandising,four years solid corporate experience, tenacity and excellent written and oralpresentation skills. Computer literacy with WP 6.0, Excel and Powerpoint is also

required. position offers excellent company benefits and a corporate environ-ment conducive to professional growth. Salary $50M.

For immediate consideration send resume to:

ADWEEK Classified, Box 39501515 Broadway, 12th fl., New York, NY 10036

EMPLOYER SERVICES

MARKETINGCOMMUNICATIONS ANALYST

Bring your marketing career to the leading edge.

ADP is one of the largest companies in the world providingcomputerized transaction processing, data communications andinformation services. Our Employer Services Division has become.the "gold standard" in payroll and related human resourcesservices to over 350,000 clients. Currently, we have anoutstanding opportunity available for a MarketingCommunications Analyst to join Employer Services in ourRoseland, NJ facility.

You will support internal marketing clients in developing allforms of communications including sales collateral, advertising,public relations, trade show materials, and design and copy forspecial projects using outside agencies and suppliers. You willalso manage client budgets as needed.

To qualify, you must have a bachelor's degree (or equivalent ineducation/experience) and a minimum of 5 years of corporatemarketing communications and/or agency experience. Thesuccessful candidate will be detail oriented and possess strongleadership, oral/written communication, interpersonal andorganizational skills. The ability to develop and leadcommunications strategies is also essential.

We offer a competitive salary, comprehensive benefits, and astimulating work environment that is conducive to professionalgrowth. If you have intemet of recs and would like to find out moreabout us, check us out at http://www.careermosaic.com/cm/adpFor consideration, please mail your resume and salary requirementsto: Human Resources, Dept. ADW0217, Automatic DataProcessing, Inc., MS#248, Roseland, NJ 07068. We regret that weare unable to respond to phone calls regarding this position. Onlythose selected for an interview will be contacted. ADP believes thatdiversity leads to strength. We are an affirmative action/equalopportunity employer M/F/D/V.

MEDIA BUYERSMcCann-Erickson Worldwide isseeking motivated individuals forBuyer positions in the Houston of-fice. Candidates must have experi-ence buying major markets on spotTV and radio. 3+ years required, com-puter skills a plus. Send resumes to:

McCann-Erickson750 Third Avenue

New York, NY 10017ATTN: Maureen McClatferty

ATTN: FREELANCERSGrowing Adv/Mktg. Design firmseeks top freelance talent with ownMac/studio for exciting projects:

MAC ARTISTS COPYWRITERS

ART DIRECTORS/DESIGNERSWEB DESIGNERS/DEVELOPERS

Send 3 non-ret. samples (copiesOK), resume & rates to: THEKRAMER CO. 127 East 59 St.#201 NYC 10022


HELP WANTED

!MEDIA, a New Jersey

based, innovator of

marketing technology

solutions is looking

for highly skilled,

energetic internet

professionals.

If this description

fits you -

come join our team.

BUSINESS DEVELOPMENT EXECUTIVE -

INTERACTIVE TECHNOLOGIES

Proven business developmentexperience, 7+ years, targetinginteractive applications and webbased solutions. Marketing commu-nications experience is a plus.Code INC050

LEAD WEB SITE PRODUCER -

Demonstrated experience managingall aspects of web development:needs analysis, creative directionand superior project management.Detailed understanding of internettechnology, project scoping, costingand front end interface design.Show us how you would executeweb projects. Code INCO51

INTERACTIVE MEDIA CONSULTANT -5+ years successfully helpingcompanies leverage the latestinteractive technologies to achievemarketing objectives. Interactivemedia experience, specificallycompetitive web strategies,interactive media placement ande -commerce development.Code INC052

www.imedianet.comExcellent compensation for all qualified candidates.

Send resume and salary requirements to:IMEDIA, HR 233 South Street, Morristown, NJ 07960,

[email protected] or fax 201-267-8977, no calls please.EEO/AA & M/F/DN

HELP!We're Drowning

In Our Own Success.Rapidly -growing top ten high-tech agency, located in Atlanta,urgently seeks smart, motivatedpeople to help us stay on a roll.We need a Media Director with10-15 years consumer andtechnology experience plus 2sharp Senior Media Planners,Account Super and AccountExec with high tech experienceand an Asst. AE with brain cellsand enthusiasm. Our clients loveus because of the quality of ourpeople. Can you keep that loveaffair going? Email resume toericgdonino.com or fax attn:HR at 770.668.5707.

Donino&Partners.

SALES -DRIVEN

MARKETING DIRECTORHigh -growth publicly traded market-ing company is looking for an indi-vidual who can sell non-traditionaldirect -to -consumer promotional andmedia programs to Fortune 500packaged goods and Rx/OTC clientbase. We're looking for an ag-gressive, articulate and entrepre-neurial sales and marketing pro-fessional with 5-8 years sales expe-rience, preferably in media/promotional sales to senior clientlevel. Position is based in ourPurchase, NY office with responsibil-ity primarily for NY/Northeast. Highlevel compensation package com-mensurate with experience.

Please forward resumeand compensation history to:

SCI, Dept. 1056903 Rockledge Drive, 15th Floor

Bethesda, MD 20817FAX: 301-571-1242


SENIOR GRAPHICDESIGNER

Garnet Hill,The Original Natural Fibers Catalog, isseeking a senior level graphic designer for the start-up of our new in-house graphics department. Thisexceptional career opportunity involves being partof a creative team made up of leaders in the indus-try while living in the beautiful White Mountains ofNew Hampshire. Garnet Hill firmly believes that aunique and creative merchandise presentation con-tributes to the success of the company.

Candidates must have 3+ years of experience, pref-erably in the catalog industry. Strong layout, typog-raphy and Mac skills a must. Please send resume andcover letter, (no telephone calls, please), to:

GarnetHill

Production ManagerGarnet Hill262 Main StreetFranconia, NH 03580

CORPORATE RESEARCH DIRECTORCommunications organization: specializing

in publishing and entertainment. Employees: 125

Prestigious African -American communications organization seeks mature indi-vidual with corporate level research experience to lead this department. Re-sponsibilities include providing research support to all sales and marketing ser-vices areas to optimize magazine competitiveness in the advertising marketplace. Using computer syndicated research data (e.g., MRI-J.D. Powers, STC,Telmar-SMRB), you will field surveys, focus groups and use other meth-odologies to measure/monitor image, social trends, brand equity, usage and at-titudes, viewership, internet and consumer behavior.

Your master's degree (bachelor degree minimum) in marketing research orcommunications is a plus. At least 5 years minimum experience in nationalmarketing, research, advertising or communication research, coupled withsuperb computer skills (Powerpoint, Excel, Microsoft Office). Ahalytical skills andexcellent written and verbal communication skills will give you entre to thisdynamic company. We offer excellent company benefits and an environment con-ducive to professional growth. Salary $60M.

For immediate consideration send resume to:

ADWEEK Classified, Box 39501515 Broadway, 12th fl., New York, NY 10036

SENIOR COPYWRITERTop Atlanta ad agency seeks expe-rienced copywriter with well-rounded portfolio. National ac-counts, print and broadcast.Fax resume to Marjorie Gipped at

Adair Greene (404) 351-1495.

Account SupervisorNational Hispanic advertisingagency In South Florida is lookingfor an Account Supervisor with atleast two years experience. Excellentbenefits and salary package. Sendresumes to: P.O. Box 347110,Coral Gables, Florida 33234.

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

CLASSIFIED ADVERTISING/February 17,1997 Page C11

HELP WANTED

PROMOTION AEsLeading promotional/marketing services company seeks two detail -oriented pro-

fessionals with demonstrated ability to straddle both sides of the strategic -creative fence. Strong applied knowledge of promotional marketing for con-sumer package goods, entertainment products and special events preferred.Superior written and oral communication skills plus strong analytical and con-

ceptual abilities required.

AE, STRATEGIC ALLIANCESWorking with the Director of Strategic Alliances, position combines new busi-ness solicitation with management of existing client base. Ideal candidate willhave 2+ years experience in tie-in partner negotiation and must be very com-fortable with cold calling. Tremendous opportunity for someone with lots ofdrive and initiative.

AE, ENTERTAINMENTPosition requires a highly organized individual, committed to executional ex-cellence, with some background in entertainment marketing, who can handleclients and go to meetings all by him/herself. We have exciting clients and a ter-rific opportunity for an entrepreneurial type who knows that impeccable account

service is the basis of any successful program.

Send/fax resume to:

Mary CioffiGB! Promotions

130 Fifth Avenue, New York, NY 10011

Fax: 212-645-0618

Two Suits Who Know The Scoop

Two Regional Account Managers needed to work onfield marketing for the Baskin -Robbins Account. TheseSenior AE -types will be based in our St. Louis and NewYork offices to service the field marketing needs ofAmerica's largest ice cream franchiser. Candidatesshould possess strong strategic skills, broadcast mediaplanning knowledge and local store marketing back-ground. As well as five years experience working onretail issues with a wide range of clients.

No calls please. Send resumes to: DMB&B/LAATTN: Carol Cave - RAM, 6500 Wilshire Blvd. Suite 1000,

Los Angeles, CA 90048 FAX: 213-658-4592

SR. ACCOUNT EXECUTIVE, CABLE NETWORKLeading interactive music television network seeks a high-energy, self-starter to

develop key advertising accounts. Based in New York, this individual must have

3-5 years cable network selling experience, a proven track record in sales, ex-

cellent communication skills, agency and client contacts, knowledge of popculture, music and the ability to package it all for an effective sell. Send resume

with cover letter and salary expectations to:

175 Fifth AvenueSuite 700New York, NY 10010Attention: Jennifer Ceglia

IE

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EEO/AA & M/F/DN

et,GAMES

RegionalSales Manager

PC Games, a publishing and new media leader in the fast-growingcomputer games market, seeks a 'take charge", dynamic professionalto sell magazine and web space throughout the Eastern United States.

In this key position, you will sell advertising space in PC Games andimpressions packages on our Web site; work with established customers& develop new accounts; and develop/deliver sales presentations to thePC Games community. Requires a proven track record of success inadvertising sales and territory management; excellent interpersonal &written/verbal communication skills; and the ability to grow & excel in acompetitive, deadline -driven business environment. Travel required.Knowledge of the entertainment software market a plus.

Come join our team and start having fun now! Competitive salary andprogressive benefits package. Send resume to: C. Yam, PC Games, 951Mariner's Island Blvd., 8700, San Mateo, CA 94404. Fax: (415) 349-5279;email: cyamOpcgames.com. Equal Opportunity Employer

ADVERTISING SALESJunior -level advertising sales posi-tion available. Fast growing newmedia company seeks jr.-leveladvertising sales rep. Rep. will beselling ad space on our America On-line area and our Website. Salary =base + commission -- $35,000 to$50,000. Resumes:

The Knot480 Broadway, Suite 403

New York, NY 10013Attn: Erik Herz

CREATIVE DESIGNERAward winning Annapolis, Md.agency with national clientele look-ing for hands-on creative designerwith 5 years experience. Position re-quires thorough knowledge of Macsand related software. Design expe-rience with blue chip service institu-tions a plus, but out -of -the -boxcreative most important.

Fax resumes andsalary requirements to

301-261-1529

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HELP WANTED

Internet Ad SalesTEN, the premier interactive entertainment

network for game playing consumers, is

looking for a Regional Sales Manager or

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Submit resume ta:

www.ten.netEmail: [email protected]

Fax: 415-778-3512500 Howard St., Ste. 300San Francisco, CA 94105Attn: Human Resources

Equal Opportunity Employer

r

SALES ASSISTANTMajor magazine company needs ahighly motivated & well -organizedassistant to work with our publisherand two sales managers. You

should have a college degree, agreat phone manner, and profi-

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Attn: JodyWe're an equal opportunity employer.

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Dynamic, rapidly growing providerof Interactive Multimedia Kiosks hasimmediate openings for highlymotivated, team -oriented sales andmarketing professionals for NorthEast, South East and Western re-gions. A background in consumergoods and/or national food, telecom-munications, or consumer providersis highly desired. Must be a resultsand goal oriented professional andbe able to work in an entrepreneur.ial environment with minimalsupervision. Please fax resumes to:

Staffing 415.333.0498,email [email protected]

For Classified Advertising Rates

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

SENIOR ART DIRECTORTop Atlanta ad agency seeks expe-rienced art director with well-rounded portfolio. National ac-counts, print and broadcast.Fax resume to Marjorie Gipped at

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MEEKDIRECTORIES '97 Editions Available NowAre you using up-to-date data? The new 1997 editions of Adweek's Agency Directory, Client/Brand Directory and Major Media Directory are updated and ready now. Containing over20,000 Advertising, Marketing and Media Companies and more than 84,000 personnel.

If you've been using that "other reference," you'll be pleasantly surprised by how much more user-friendly we are. Listings are arranged so you can find all the data you need the first time. You cansearch by brand, by agency, by company name. And there are indexes to help you search by geo-graphical location, by category, by type of business or type of media. Backed by the resources ofADWEEK, BRANDWEEK and MEDIAWEEK.

Also, if you're a client looking for someone to build a Web site, an agency with a multi -media need,or a developer in search of digital alliances, you'll find all the answers you need in ADWEEK'sDirectory of Interactive Marketing. Listing over 2,300 interactive companies, this invaluablereference can save you hours of research. And the new 1997 edition has hundreds of new listingsand personnel.

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MEDIAWEEK February 17. 1997 http://www.mediaweek.com PAGE 25

CALENDAR

"Marketing Magazines: TheRetail Conference," cospon-sored by Magazine Publish-ers of America, will be heldFeb. 22-24 at the WindhamAnatole Hotel in Dallas. Con-tact: 212-872-3700.

Suburban Newspapers ofAmerica will hold its SpringPublishers' ConferenceMarch 2-5 at The Buttes Con-ference Resort in Tempe,Ariz. Contact: 312-644-6610.

The National Cable Televbi-sion Association annualconvention will be heldMarch 16-19 at the Ernest N.Morial Convention Center inNew Orleans. Contact: 202-775-3669.

The Internet and ElectronicCommerce Conference Fr

Exhibition, sponsored bythe Gartner Group, will beheld March 18-20 at theJacob Javits ConventionCenter in New York. Con-tact: 203-256-4700, ext. 115.

Variety magazine and inter-national investment bankSchroder Wertheim willcosponsor a conferenceentitled "The Business ofEntertainment," April 1 at

the Pierre Hotel in New York.Keynote speaker: Time War-ner ceo Gerald Levin. Con-tact: 212-492-6082.

The Television Bureau ofAdvertising will hold itsannual marketing confer-ence April 7-8 at the LasVegas Hilton. Contact: 212-486-1111.

The Association of Ameri-can Advertising Agencieswill hold its annual meetingand management confer-ence April 9-11 at TurnberryIsle Resort in Aventura, Fla.Contact: 212-682-2500.

Media NotesNEWS OF THE MARKET

Fox Stations Taps CichaFrank J. Cicha has been named

vp of programming for the FoxTelevision Stations group. Cicha,who moves up from senior vp/research and marketing, fills thevoid created last November whenFox Broadcasting Corp. hiredaway Suzanne Horenstein, thenvp of programming and promo-tion, as senior vp of scheduling atFox Broadcasting Co. There is noword yet on whether Fox will hirea new vp of promotion.

'Parenthood' Pair Writes for ABCFeature -film makers BabalooMandel and Lowell Ganz willreturn to television with a sitcompilot for ABC. The two wrote theshort-lived 1990 NBC show Par-enthood, based on their hit film ofthe same name. They are bestknown for their movies City Slick-ers, Splash and Night Shift. Theirsitcom for ABC will be producedby Brian Grazer and RonHoward's Imagine Films, respon-sible for a number of the duo'smovies. The show is said to focuson two men as they deal withfatherhood. Casting for the pilot isnot yet set.

CBS Plans Spirited FallCBS has ordered some "spiritu-al" pilots on its way to puttingtogether a fall schedule. TheTravel Agency, produced byWarner Bros. TV, is said to beTouched by an Angel -meets -EarlyEdition, while Rag & Bone, basedon an idea from novelist AnneRice, features a ghost as one ofits main characters. The networkalso has ordered pilots for a cou-ple of cop and firefighter shows-Southern Cross, a "SouthernColumbo" from Rysher, and 112,a firehouse series from Para-mount. CBS also has ordered thepreviously announced StevenBochco series, Brooklyn South.

Daniels to VP CBS New MediaDean Daniels has been namedvp and gm for CBS New Media.Daniels, who had been CBSdirector of interactive servicessince March 1996, will beresponsible for all CBS activityon the Internet, including theefforts of stations and affiliateson the Net.

Attkinson to Host PBS ShowCBS anchor Sheryl Attkinson hasbeen hired to host Health Week,

TV, debuts Feb. 27 at 9 p.m. VitalSigns is a reality show about doc-tors who unravel medical myster-ies to save their patients. It willtravel the country in search ofcases, which will be told by thedoctors themselves. Marley Klaus,an eight -year veteran of 60 Min-utes, executive produces the series.

Latest Cast Changes at WCBSWCBS-TV is doing the cast shuf-fle again. The New York flagshipO&O station has hired Gerry

The Shape of Tapes

S

Fitness Music

IMICINAL flit BYTIE!RiVALARiiSlt

Sound strategy: Weiderextends its Shape magto an audio format

premiering in May on PBS. Theshow will focus on medical,health and relevant environmen-tal issues. Attkinson will stay onwith CBS News' Washington,D.C., bureau as replacementweekend anchor.

Urich's Back With 'Vital Signs'Robert Urich, whose LazarusMan syndicated series wasditched while the actor battledcancer, is going back to work ashost of ABC's Vital Signs. Theshow, produced by Buena Vista

Weider Publications' Shapehas extended its brandname to a new line ofaudio workout tapes.Shape has partnered withEMI -Capitol to produce sixaudiocassettes that are cur-rently available in sportinggoods stores, fitnesschains and departmentstores including WalMartand Target. The tapesinclude hits from the '60sthrough the '90s by theoriginal artists, following apredetermined tempo withdifferent grades of work-out difficulty.

Grant as "a main anchor for oneor any combination of newscastsstarting at 5 p.m.," a statementsaid last week. Grant comes fromEntertainment Tonight's O.J. beat

and has served as the lead anchorfor stations in Boston, San Fran-cisco and San Antonio. Also, thestation's current weekend fore-caster, Linda Church, will moveto weekday morning and noonnewscasts. According to sourcesfamiliar with the station, a newweekend news anchor will soonbe hired as well.


Media NotesC.ONTINUED

Brown to Create for KTLATribune's KTLA-TV, the LosAngeles WB affiliate, has a newdirector of creative services.Gracelyn Brown comes to thepost from another WB affiliate,Boston's WLVI-TV, where shewas programming director.Brown replaces Lee Gonsalves,who has moved on to TwentiethTelevision as vp of programdevelopment.

Progressive Delivers Net VideoProgressive Networks last weekreleased Real Video, a cross -plat-form delivery system for distribut-ing video over the Internet. C -SPAN, the Fox News Channel andABC will all use Real Video tobroadcast real-time programmingover the Net. A beta version isavailable at www.real.com bydownloading RealPlayer.

Imagine Deals With Disney TVImagine Television, a division ofRon Howard and Brian Grazer'sImagine Entertainment, willproduce half-hour comedies,one -hour dramas, TV moviesand miniseries exclusivelythrough Walt Disney Television.The multiyear TV agreement,which is said to be worth morethan $10 million, comes afterImagine Entertainment and thestudio have partnered success-fully on several feature films,including last year's $133 milliongrosser, Ransom. Imagine TVproduced the NBC series Parent-hood for the '90-91 season, basedon the company's feature film.The production house also hastwo sitcom pilots in the worksfor Fox.

Fox Ups 'Casper' OrderUniversal Cartoon Studios andthe Harvey Co. will produce anadditional 26 episodes of the ani-mated hit Casper for Fox Kids

Network. The order brings to 52the total number of episodes pro-duced for the top -rated kid's net.Casper launches as a Monday -through -Friday strip beginning inSeptember while continuing itsSaturday run. The additionalepisodes will carry the seriesthrough 1997. Casper recentlypulled in a 6.1 rating/23 share inkids 2-11, making it the third -ranked show on Saturday -morn-ing TV.

Henson Signs 'Coneheads' GuyDirector/producer Steve Barron(The Coneheads) has signed atwo-year first -look deal withJim Henson Productions todevelop television projects. Thedeal also includes Jim HensonPictures, for which Barron willdevelop features. Barronworked on the Henson seriesThe Storyteller and directedthree episodes. He also directedthe live -action version of TheAdventures of Pinocchio andTeenage Mutant Ninja Turtles.

Lancit Does 'Danger' for DisneyNew York-based production com-

Pally Lancit Media has made aseries development deal with TheDisney Channel for Danger Guys,based on action -adventure booksby Tony Abbott. Danger Guys isplanned as a weekly, live -actionseries to launch this year. Thebook series, published by HarperCollins, has six titles. Lancit pro-duces the Emmy-winning ReadingRainbow, The Puzzle Place, Seek-ers and Backyard Safari.

Burnett's a First at @Media@Media, a division of Manage-ment Science Associates, hassigned up Leo Burnett as thefirst ad agency to use its new pro-prietary electronic data inter-change (EDI) software. @Mediais used by several cable networks,

The Cartoon Network is getting into the game

Toons Tour for TennisTime Warner's Cartoon Network, the Association of Ten-nis Professionals and the Tennis Industry Association areputting together a traveling tournament called CartoonNetwork SMASH Tennis, designed to introduce children tothe sport. The 12 -city tour will start in tennis heaven, HiltonHead, S.C., April 2-6 and will visit other cities includingAtlanta, Cleveland, Chicago and Washington, D.C. Thoughit's the tour's third year, it's the first time Cartoon Networkhas been involved. The ATP Tour's players plan to donatemore than $1 million of their prize money this year to sup-port and fund youth tennis programs. The SMASH Tennisprogram will include a truck equipped with transportabletennis courts, inflatable characters and interactive games.And the TIA will run TV spots hyping the tour on Cartoonand sister networks TNT and TBS Superstation.

including A&E Networks andDiscovery Networks, which areall moving toward a paperlessadvertising buy through EDI.

Good as GoldmanElissa Goldman, known to manyin the media business as thevoice of broadcasting at Lowe &Partners/SMS in New York, hasbeen promoted. Formerly seniorvp/director of broadcast buying,she is now executive vp/directorof broadcast buying. She retainsresponsibility for all buying fortelevision and radio at theagency, whose clients includeMercedes-Benz, Citibank, Sony,Braun and Western Union. Noword yet on when she gets thenew Mercedes.

CNN, Time Boost AirlineCNN International and TimeInc. magazines have partnered tocreate a marketing campaign forCathay Pacific, the HongKong-based airline. The year-long effort, which takes flight in

March, includes TV and maga-zine cross -promotion. CathayPacific will be the exclusive spon-sor of CNNI's new show AsianEdition, which begins in April.And it will insert advertorialscalled "Asian Edition" and adspromoting the program in Time,Asiaweek and Fortune magazinesin Europe and Asia.

Mattel Gets More Nick ToysNickelodeon and Mattel havefurthered their strategic partner-ship that grants Mattel exclusivelicensing rights across major toycategories to Nickelodeon's orig-inal characters and properties,excluding Nick's preschool ele-ments. The deal covers both ani-mated and live -action program-ming, including characters fromRugrats and Hey Arnold!. Thenew agreement, which expands adeal the two companies firststruck in 1991, expands the toyline to also include action fig-ures, board games, puzzles andplush toys.

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BIG DEAL

'The New York Times'Agency: Bozell WorldwideBegan: Early FebruaryBudget: $20 millionMedia: TV, print

The New York Times has launcheda national campaign with thetagline, "Expect the World."

Created by Bozell Worldwide, the workincludes three 30 -second TV spots withcomplementary print ads that trumpetthe paper's expanded distribution.

One of the spots, "Backwards/For-wards," guides viewers through a series ofdisparate images linked together by ana-grams, visual metaphors for looking atboth sides of a story. The ad ends by link-ing the past to the future with a newsreelimage tagged "Fate," showing Bill Clintonshaking hands with JFK, followed by amore contemporary shot of PresidentClinton taking the oath of office with theword "Feat." -Hank Kim

NEXT WEEK IN

MEDIAWFFK:

SYNDICATION:THE KEY TO TARGET

MARKETING

ONE IN A CONTINUING SERIES

OF MESSAGES FROM

THE ADVERTISER SYNDICATED

TELEVISION ASSOCIATION

Real MoneyADVERTISING ACTIVITY IN THE MEDIA MARKETPLACE

THE DIFFERENCE

Advertiser: EtonicAgency: Greenberg Seronick O'Leary ErPartners, BostonBegins: NowBudget: $3 millionMedia: PrintEtonic puts its best foot forward in a series ofprint ads introducing The Difference, a golfshoe designed to provide maximum tractionwithout metal spikes. Now breaking in golfmagazines nationwide, the ads open with a let-ter from an official of the fictitious RoyalOaks Country Club. The letter notes: "Dur-ing the past six months, we've heard com-

New Etonic ads spotlight the spikeless

plaints from many of our members concerningthe increased number of rounds played and itsimpact on our greens...we've voted that... ourclub, like many others around the country, willofficially become a spikeless club."

This is the first of three inserts that willrun in golfing books, said Gary Greenberg, aco -creative director at Greenberg SeronickO'Leary & Partners in Boston. A TV cam-paign is expected to break in the spring, headded. -David Gianatasio

POWERBAR

Agency: Citron Haligman Bedecarre, SanFranciscoBegins: NowBudget: $7 millionMedia: Print, radio, TVIn its first advertising effort for PowerBarsince winning the account last October,brings humor to the sports nutrition categoryin a new print, radio and TV campaign.

The print ads, unveiling the theme of

"lasting energy," depict runners, hikers,cyclists and other sports enthusiasts. Thecopy takes a lighthearted approach, ratherthan a serious sports focus.

All the print ads carry the new tagline,"PowerOn," and will appear in March issuesof general -interest and sports enthusiastmagazines.

The campaign appeals to the "weekendwarrior-to broad groups of people whoaren't necessarily athletes," according toCHB chairman Tom Bedecarre.

Humorous radio spots, also featuring the"PowerOn" tagline, are airing in major mar-kets including San Francisco, Boston, Dallas,

Chicago and New York. TV spotswith the lasting energy theme are inthe works, according to Bedecarre.

-Teresa Buyikian

MIZUNO USAAgency: Hyett, Broadbent &Heimbrodt, San FranciscoBegan: Feb. 6Budget: $3 million -plusMedia: TVIn its first TV ads for Mizuno USAsports equipment, Hyett, Broadbent& Heimbrodt reminds consumers

that practice is a big part of the game. Thespots feature Mizuno's new spokesman,baseball player Chipper Jones, to conveythat message. Along with Mizuno's estab-lished tagline, "serious performance," thenew campaign also uses the new phrase "Stepup to Mizuno."

Two spots broke last week in Atlanta andMiami on news and sports cable TV pro-grams. The ads will be rolled out in othermarkets later this year, said agency officials.

Hyett, Broadbent & Heimbrodt is alsoplacing ads in national and regional baseballas well as running publications through thefall. Jones, a player for the Atlanta Braves, isfeatured in the baseball magazine ads.

While Mizuno makes a variety of sportsproducts, the latest ads reflect its new mar-keting emphasis on baseball gear and run-ning shoes.

Chipper Jones is a suitable choice to pro-mote Mizuno as the product for "serious ath-letes who know the game," said agency copy-writer Michael Neiderer. "He is known as a


player who busts his butt all day in practice."In the ads, "Chipper comes across as hon-

est and unapologetic in [his concern] abouthis performance," added Neiderer, whoworked on the campaign with art directorScott Shern. -Joan Voight

DOLLAR RENT A CARAgency: Earle Palmer Brown, PhiladelphiaBegins: NowBudget: UndisclosedMedia: TVDollar Rent A Car breaks two 30 -secondtelevision spots this week from Earle PalmerBrown that feature actor/comedian ChevyChase. The Philadelphia agency's new com-mercials target both business and leisuretravelers on behalf of the Tulsa -based rentalcar company.

In a spot called "Business Vacation,"Chase performs his typical antics, includinggreeting his Asian business guests with a big"Bonjour!" and fumbling with chopsticks."Couples Vacation" similarly depicts Chasemaking foul plays while vacationing with alady friend.

The voiceover is: "Dollar can make any-one seem intelligent and sensible...with afew notable exceptions." -Teresa Andreoli

VISIX SOFTWAREAgency: West & Vaughan, Durham, N.C.Begins: NowBudget: $1 million (est.)Media: PrintComputer nerds are people, too. That's theconcept behind new product -specific adsfor Visix Software, which strives to reachcomputer programmers via race -car decalsin consumer publications.

The purpose of the four-color ads is tosing the praises of Visix Software's newproduct, Vibe, a Java -based Internet andintranet programming tool-specifically,Vibe's rapid programming and debuggingfeatures. The speed concept led to therace -car theme.

The decal ad broke this month in con-sumer publications like PC Weekly andcomputer and Internet periodicals such asJava World. It will be followed by two addi-tional product -specific ads, now in develop-ment. -Katy Eckmann

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

Week of Jan. 27 -Feb. 2, 1997

Rank Brand Class Spots

1 WENDY'S RESTAURANT2 TACO BELL RESTAURANT3 PEPSI

SPRINT LONG DISTANCE --RESIDENTIAL5 COCA-COLA CLASSIC6 DOMINO'S PIZZA RESTAURANT7 AMERICAN DAIRY ASS'N--MILK

BAMB/--VIDEOMCDONALD'S

10 BOSTON MARKET RESTAURANTINFINITI TRUCKS--QX4

12 1 -800 -COLLECT

13 UNIVERSAL--DANTE'S PEAK MOVIE14 CAMPBELL'S SOUP

HALLMARK --GREETING CARDS16 FORD AUTOS --TAURUS

OLIVE GARDEN RESTAURANTPEPCID AC -TABLETSSATURN CORP--AUTOS CPWALT DISNEY WORLD

21 NISSAN MOTOR CORP.--CPU.S. ARMY

23 DURACELL--ALKALINE BATTERIESTRIMARK--MEET WALLY SPARKS MOVIE

25 ALASKA --VIDEO

LADY SPEEDSTICK--INVISIBLE DRY AP/DEODPOST --WAFFLE CRISP CEREAL

28 ADVIL--COLD & SINUS CAPLETSADVIL--PAIN RELIEVER TABLETSALKA SELTZER PLUS --COLD LIQUI-GELSBAKED TOSTITOS--BITE SIZE CHIPS&SALSABURGER KINGGRAMERCY-GRIDLOCK'D MOVIEKELLOGG'S--CRISPIX CEREALMEW CANDIESMILLER LITE

MIRAMAX--SCREAM MOVIETRISTAR--PEST MOVIETRIDENT --SUGARLESS GUM

40 1-800-CALLATTBAKED LAYS --POTATO CRISPSCADILLAC AUTOS --VARIOUSCHILDREN'S TYLENOL --COLD PLUS COUGHDIET COKENESTLE 100 GRAND --CANDY BARNYQUIL--LIQUID COLD REMEDYRED LOBSTER RESTAURANT

V234V234F221B142F221V234F131H330V234V234T1188142V233F121

B321

T111

V234D213T111

V239T1128160H220V233H330

D124F122D212D211

D212F212V234V233F122F211

F310V233V233F211

B142F212T111D212F221

F211

D212V234

ROLAIDS--ANTACID CALCIUM -RICH TABS D213AT&T COMMUNICATIONS --BUS. NTWK ON-LINE B143

Ranked in order of total spots. Includes ABC, CBS, NBC, FOX, UPN and WB. Regional feeds are counted as whole spots.Spots indexed to average spots for all brands advertising in prime time, i.e., if McDonald's Index=1308, McDonald's ran1208 percent more spots than the average. Source: Competitive Media Reporting


Media PersonBY LEWIS GROSSBERGER

Down With 2000iIN A SEARING, EYE-OPENING AND IMMENSELY

courageous column two months ago, Media Person

revealed to the world the truth about that shabby fraud, the millennium:

that it is going to be the greatest anticlimax since Michael Jackson's

honeymoon. And yet, incredibly, the media hype rolls on. People arestill being informed that this meaningless, substance -free non-event,

this arbitrary calendar flip, will be a very big deal. Why, it's almost as

though no one heard Media Person's thunderous roar of righteouswrath. The fools! The worst offender so far has been Newsweek,which had the temerity to launch somethingits editors proudly call their "Millennium pro-ject." This consists of a series of special edi-tions that will "look ahead to the year 2000and beyond" as well as a new section, run-ning, one fears, every single week for threeyears and titled "2000: The Millennium Note-book." The magazine enlisted such luminar-ies as Henry "Hey, What Say We Bomb Cam-bodia" Kissinger to make such stunninglyoriginal 21st Centuryprophecies as 1) Chinawill emerge as a greatpower and 2) the MiddleEast will be unstable.

Not to be outdone,U.S. News & World Report has taken to run-ning a "Millennium Watch" (sounds like agigantic Timex designed by Stephen Hawk-ing). And the Los Angeles Times Syndicatedisseminated an op-ed piece by Kevin Phil-lips, well-known print pundit and TV talkinghead, who declared, if you can believe it, oreven if you can't:

"Let no one underestimate the millennialwave that will sweep the West over the nextthree years. Our coming psycho -voyage to theyear 2000 stands to be among the world's mostimportant cultural, economic and politicalphenomena."

Oy oy oy, as Madeleine Albright probablysays in her sleep. Media Person loves thatringing "let -no-one" opener, a favorite ora-

torial cliché of self-important politicians,which launches a fierce pre-emptive strikeagainst would-be dissenters. Darn, I was justgonna underestimate the millennial wave,but now no one's allowed to. And what doesthat second sentence mean, anyway? Ourpassage through the next three years willcontain meaningful events? Doesn't everythree-year period? Actually, what ringstruest here is the term "psycho -voyage,"

This millenium trip truly does shape up as a voyage for psychos,

occultists, New Agers and head cases of every stripe.

though perhaps not in the intended sense.This millennium trip truly does shape up asa voyage for psychos, occultists, New Agersand head cases of every stripe. It's basically asuperstition festival writ large. It's Wood-stock for the supernaturally inclined.

Phillips warns of vast political, economicand cultural upheavals that will come aroundthe turn of the century (starting about, uh,now), based primarily on a reading of historythat tells him such things have happened atprevious millennium shifts. What he neglectsto mention is the fact that vast upheavals alsofrequently occur in between millennial junc-tures. In fact, since the Twentieth Centuryhas been virtually one long political, econom-ic and cultural upheaval, the only real surprise

would be if such eruptions stopped happeningduring the next few years.

Now that would be a gutsy prediction. Butpredictions are always a silly game. Everyonce in a while a newspaper or magazineruns a list of prophecies made by eminent,learned personays on some momentousoccasion, and always they are overwhelming-ly wrong. (The reason is that predictorsextrapolate out from the present in straight,logical lines, while the actual course ofhuman life usually swerves onto irrationalpaths.) Yet these same newspapers and mag-azines keep doing the prediction thing any-way. They are addicted.

What is even more ridiculous than the cer-tainty that most millennial predictions willturn out to be wrong (as well as forgotten) isthe fact that even if they were right, theywouldn't do us any good anyway. Say that bysome bizarre coincidence, one of those wackogroups that loves to climb mountains andawait the end of the world actually gets thedate right. All the believers know for certainthat The End is coming a week from Thurs-day. So what the hell are we supposed to doabout it?

Yes, fellow sufferers, there is going to be alot of apocalyptic mountain climbing in the

next three years. Thatprediction Media Personcan make with someassurance, though thesignificance of suchactivity will be nil. And

there will be predictions galore. And disastermovies. (Let's see, they've used up asteroids,volcanoes...how about a global flood flick?)But mainly, there is going to be a lot of-noother way to say it-millennial b

Well, Media Person for one is not going totake it lying down, even though that is hisfavorite position. He is going to fight thisthing, that he promises you. Yes, Media Per-son is going on a crusade and he hopes youjoin him. He is going to Woodward & Bern-stein this issue until the millennium -boosterscry uncle. If necessary, he'll become (if heisn't already) America's foremost anti-millen-nialist. MP will stop at nothing-he'll even goon Oprah if he has to.

Hey, whatever it takes.

RIVERAtive

On Tuesday, February 4, the wholeworld turned to CNBC. Over 5 millionpeople watched RIVERA LIVE to learnthe verdict in the O.J. Simpson CivilSuit, catapulting CNBC to its highestratings ever. RIVERA LIVE has becomethe show of record for AmericanJustice.

*Source: Nielsen Media FasTrak. erso-i--3 2+ (10 15pm-10:30pm.2 4 97)

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ed meek - americanradiohistory.com › archive-mediaweek › ...1997/02/17 · ed meek vol. 7 no. 7...

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