Path: bloom-picayune.mit.edu!snorkelwacker.mit.edu!news.media.mit.edu!americast.com!americast.com!usa-post Newsgroups: usa-today.ads,americast.usa-today.ads From: usa-post@AmeriCast.Com Organization: American Cybercasting Approved: usa-post@AmeriCast.com Subject: ads Fri, Aug 21 1992 Date: Fri, 21 Aug 92 04:08:23 EDT Message-ID: 08-21 0000 DECISIONLINE: Advertising USA TODAY Update Aug. 21-23, 1992 Source: USA TODAY:Gannett National Information Network CAMPAIGN ADS TO HIT HIGH GEAR: In the next few weeks, the airwaves begin crackling with the post-convention campaign ads that'll make the case for George Bush and Bill Clinton. Creating spots, purchasing air time and selecting markets is a high-stakes political art kept close to the vest by each camp. The object is to control the debate - and at the same time keep your opponent off guard and unprepared. (For more, see special Campaign package below.) `CBS THIS MORNING' TO CHANGE: Changes are on the horizon for "CBS This Morning" in the wake of threats by affiliates to drop the show. CBS News executives discussed the matter Thursday with affiliates. "Among the issues we discussed was a way to increase a local news presence in the format," says CBS' Anthony Malara. Affiliates are seeking more air time - and ad time - in the lucrative morning time period. AFFILIATES PLAN TO DROP SHOW: Last week, Atlanta's WAGA said it would drop "CBS This Morning." Four sister CBS stations owned by Gillett Broadcasting and other affiliates are threatening similar measures. Mass defections could affect the program's future. Ironically, "This Morning's" viewership last week was up 29% over a year ago. ABC's "Good Morning America" won the week, followed by "Today." PHRASE GIVES ABC TROUBLE: Club Med Sales Inc. said Thursday it is contemplating legal action against ABC Entertainment over a promotion for ABC's planned fall television show, "Going to Extremes." The promotion uses the phrase, "the antibiotic for civilization," which Club Med claims is an infringement on its trade and service mark, "the antidote for civilization." The company has used the phrase since 1981. REDESIGNED HARPER'S BAZAAR OUT: Harper's Bazaar debuts its new design in its September edition. It has a distinct simplicity, although the typeface is on the small side. The articles explore topics ranging from the fate of ritzy department stores to Detroit-born designer Anna Sui to issues of women's health and multiculturalism in the schools. ABC MAY SHOW NHL GAMES: National Hockey League acting president Gil Stein says talks with TV networks have progressed to where he "hopes to have something in place" to present at the league's Board of Governors meeting Tuesday. Likely components: Several games on ABC and the return of NHL games to ABC-owned ESPN, which may cablecast 15-20 regular-season games as well as the Stanley Cup Finals. GOLF GETS LOW RATING: CBS' PGA Championship coverage last Sunday drew a 4.0 rating - down 29% from last year's final round. CBS' also saw ratings for Saturday's Cleveland Browns-New York Giants exhibition game fall 16% from when the two teams played in the preseason a year ago. NBC, however, got a sturdy 6.9 rating for its San Francisco-Washington Redskins NFL game Sunday. GANNETT NAMES NEW RADIO HEAD: Gerry DeFrancesco, formerly president and general manager of KIIS-FM:AM in Los Angeles, has been named president of Gannett Radio. DeFrancesco succeeds Jay Cook, who will become the president and general manager of WUSA-FM:WDAE-AM in Tampa, Fla. DeFrancesco will oversee the 15 radio stations owned by Gannett. NEW AD OFFICE TO OPEN: Boston-based ad agency Arnold Fortuna Lane & Cabot plans to open an office in the Minneapolis area to service the $4 million McDonald's Corp. The office will employ six to eight people, the firm says. The account was previously held by Carmichael Lynch of Minneapolis. SPECIAL PACKAGE ON CAMPAIGN: CLINTON TO EMPHASIZE ECONOMY: Although neither the Democrats nor the Republicans want to reveal specifics of their ad plans, both camps have been telegraphing their strategies for months. Bill Clinton's advisers vow to stick with "the message" of a failed domestic agenda, a listless economy, and Clinton's efforts to improve life in Arkansas. CLINTON'S RECORD TO BE REVIEWED: George Bush's advisers will stick with "the message" of Clinton's poor economic governance of Arkansas, his untrustworthiness for the job of leader of the free world, and the image of patriarch Bush and his large and loving family. The Bush ad team is headed for a shake-up. Meetings have been held to find a strong, politically oriented advertising head. CLINTON READY TO REACT: It'll be harder for Bush to catch the Clinton campaign off guard this fall. Clinton's media team already has an aggressive strategy in place. "This campaign, unlike others in the past, is fleet afoot," says creative adviser Roy Spence, who managed Walter Mondale's ad campaign in 1984. "Our status quo is status go. We are on the case. We are going to be everywhere." CAMPAIGNS TO SPEND $40 MILLION: Each campaign will have upward of $40 million to spend on both national and state-by-state buys. National buys are easier, but state-by-state buys are cheaper and permit more accurate targeting of voters. Southern states and tossups like Ohio, Michigan, Illinois and Missouri will get special attention. Cable TV will be used more widely than in the past to target specific audiences. (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