Path: bloom-picayune.mit.edu!snorkelwacker.mit.edu!news.media.mit.edu!americast.com!usa-post Newsgroups: usa-today.ads From: usa-post@AmeriCast.Com Organization: American Cybercasting Approved: usa-post@AmeriCast.com Subject: ads Tue, Mar 24 1992 Date: Tue, 24 Mar 92 05:43:45 EST Message-ID: 03-24 0000 DECISIONLINE: Advertising USA TODAY Update March 24, 1992 Source: USA TODAY:Gannett National Information Network ALCOHOL ADS GET KNOCKED: Surgeon General Antonia Novello, who recently attacked cigarette advertising she said was aimed at children, has demanded a stop to alcohol ads directed at youngsters. "It is no coincidence that sports such as boating, swimming, skiing, surfing, car racing and mountain climbing are the very activities glamorized in alcohol beverage ads and promotions," the surgeon general said Monday. INVESTORS LOOK TO AD AGENCIES: A possible recovery has investors taking an interest in advertising agencies. One of the big winners has been Omnicom Group, the holding company of BBDO and DDB Needham. Omnicom shares rose 38% last year. They are up another 7% this year to Monday's close of $34 1:8. (For more, see special Investors package below.) NBC GOES AFTER YOUNGER VIEWERS: NBC is embarking on a strategy to primarily program for viewers 18-49. That has meant cutting popular shows "Matlock" and "In the Heat of the Night" and turning down a spinoff of "The Golden Girls." Although the move is more drastic than most, other networks have gone after the age group. Younger viewers have been advertisers' most wanted for years. MADISON AVENUE LIKES MOVE: Madison Avenue agrees with NBC's move to go after a younger audience. "NBC is now more salable for my clients," says Joel M. Segal of the McCann-Erickson advertising agency, which represents such firms as Coca-Cola and Nestle. Advertisers crave the 18-to-34-year-old TV viewer because "that's when families are being formed and buying habits are being developed," Segal says. `KNOTS LANDING' GETS RENEWED: CBS' prime-time soap "Knots Landing" has been renewed for a 14th year come fall. The show has fallen off in quality and in ratings this season. It now ranks 47th. With CBS not confirming the renewal Monday, it remains unclear just how intact "Knots" will be upon its return. Joan Van Ark, who plays Valene Ewing, is working on a pilot for NBC. ABC MAY TAKE ON `60 MINUTES': Although ABC News hasn't officially announced it yet, the network wants to air a new newsmagazine next fall, probably in the 7 p.m. EST:PST Sunday time slot opposite CBS' "60 Minutes," USA TODAY reports. "We've been here for 24 years. Come on in, the water's fine." says Don Hewitt, "Minutes"' executive producer. Going toe-to-toe with ABC, he says, doesn't worry him. CBS PLANS MINISERIES: Halle Berry, star of the film "Strictly Business," will star in the CBS miniseries "Queen." The miniseries is based on Alex Haley's account of his paternal grandmother, the daughter of a black slave and a white master. `SOUND-ALIKE' RULING UPHELD: The Supreme Court on Monday upheld a $400,000 award for singer Bette Midler against an ad agency that used a "sound-alike" for a 1986 TV commercial. Midler's former back-up singer was told to sound like Midler in the Ford ads. FORBES TRIES JAPANESE WATERS: The business monthly Forbes is the latest American magazine to come out in a Japanese-language edition. The magazine, published in Tokyo by Gyosei Corp. under a license agreement with Forbes Inc. in New York, is sold at 900 yen, or $6.70 a copy. Gyosei hopes for an initial circulation of 120,000. Newsweek, Mac World, Cosmopolitan, Esquire and Premier recently introduced Japanese editions. SPECIAL PACKAGE ON INVESTORS: OMNICOM HAS BEEN GROWING: The Omnicom Group has been growing through acquisitions at a time when most ad-agency conglomerates are breaking up. In January, Omnicom bought two of the top five Canadian ad agencies and the 63% it didn't already own of Goodby, Berlin & Silverstein - a medium-sized but very hot shop in San Francisco whose clients include Isuzu and the National Basketball Association. ANALYSTS LIKE MOVES: Omnicon's acquistions have been supported by many analysts. "The ad industry right now is shaking out as a case of the haves and the have-nots, and Wall Street is very much in tune with the haves," says analyst David Liebowitz of American Securities. "Omnicom is really riding the crest of Wall Street popularity." OMNICOM READY FOR REBOUND: While many in the ad industry equate large size with low creativity, Omnicom has been able to keep its creative reputation. It has cut costs and streamlined operations - leaving it well-positioned to take advantage of a rebound in ad spending. INTERGROUP ALSO POPULAR: Omnicon isn't the only ad group to see its stock go up. Interpublic Group of Companies - owner of McCann-Erickson, Lintas and Lowe & Partners - soared 64% last year. Interpublic has a well-developed international network of agencies ready to capitalize on the growth of commercial television overseas and the opening of new consumer markets in Eastern Europe and the former Soviet Union. (End of package.) Advertising Editor: Ed Kelleher. (1-919-855-3491) Making copies of USA TODAY Update (Copyright, 1992) for further distribution violates federal law. This article is copyright 1992 Gannett News Service. Redistribution to other sites is not permitted except by arrangement with American Cybercasting Corporation. For more information, send-email to usa@AmeriCast.COM