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 Wed, Oct 21 1992 Date: Wed, 21 Oct 92 04:30:09 EDT Message-ID: 10-21 0000 DECISIONLINE: Advertising USA TODAY Update Oct. 21, 1992 Source: USA TODAY:Gannett National Information Network MAGAZINE GUIDELINES EXPANDED: The American Society of Magazine Editors has expanded its advertising guidelines to try to preserve the distinction between ads and editorial matter. "Editors at some publications have been forced to blur the line," says Stephen Shepard, ASME president and editor-in-chief of Business Week. "The editorial integrity and long-term viability of our magazines demand there be no blurring." (For more, see special Guidelines package below.) PLAYERS MAY WIN ENDORSEMENTS: With the World Series in full swing, some players stand to reap endorsement dollars. At 41, Toronto Blue Jays outfielder Dave Winfield is a baseball relic. Winfield "could be Winfield of dreams for advertisers of Advil, Nuprin or any product that promises long-lasting effectiveness," says Bob Dorfman of ad agency Foote, Cone & Belding. SANDERS MAY LOSE OUT: Atlanta Braves standout Deion Sanders, who has a big deal with Nike, may have chilled his ad potential by dousing sportscaster Tim McCarver with ice water after a playoff game. David Burns, whose Burns Sports Celebrity Service matches advertisers and athletes, doesn't foresee any windfall for this year's World Series players. Burns says Madison Avenue is stuck on basketball players. ATHLETES ARE MOST EFFECTIVE: Despite the risks in using an athlete as a product endorser, athletes might be more effective than other celebrities. A survey of 1,000 consumers by New York firm Video Storyboard Tests Inc. says 58% find athletes effective endorsers, up from 37% in 1986. Nike has two of the three favorite pitchmen - Michael Jordan, Bo Jackson and Magic Johnson (Converse). MAZDA TARGETS WOMEN: Under the regime of Jan Thompson, marketing vice president at Mazda's U.S. unit, Mazda's mix of female customers has risen to 53% of all sales from 45% four years ago. Some of Thompson's tactics for showing women they are welcome: Friendlier advertising - warm-voiced TV spots plucking nostalgia's strings - and highly visible backing of Ladies Professional Golf Association events. FINAL DEBATE DRAWS BEST: Monday's final presidential debate drew more viewers than the other debates, drawing 91 million viewers. ABC came in first with a 15.9 rating:24 share, followed by NBC (13.6:21), CBS (13.4:20) and Fox (1.7:3). Ross Perot's paid political programs fared well. Friday's NBC ad: 9 rating:18 share, second behind ABC's "20:20." Saturday on ABC: 8:14, second behind CBS World Series pregame show. NETWORKS PLAN RIOT RECAPS: The six-month anniversary of the Los Angeles riots is here and networks are ready with specials. Up first, on Wednesday night's "Nightline" (ABC, 11:30 ET:PT), is part one of a two-night investigation. Next week's "48 Hours" (Wednesday, CBS, 10 p.m. ET:PT) takes a look at the aftermath. And the Nov. 29 "NBC Nightly News" will have two segments on the riots. CBS WINS RATINGS WEEK: In a week marked by prime-time preemptions for baseball and debates, the World Series helped CBS hit a ratings home run. Sunday's second game of the World Series between Toronto and Atlanta ranked No. 2 for the week. Saturday's first game was the lowest-rated Series game ever in prime time, but still tied for No. 11. CBS won the week with nine of the top 15 shows. ABC BRINGS BACK THE HITS: ABC is reworking its primetime schedule with three proven hits - "Matlock," "American Detective" and "The FBI Stories" - poised to return. The schedule is being redesigned: "The Young Indiana Jones Chronicles," which airs Monday at 8 p.m. ET:PT, is expected to move to Saturdays, replaced by "American Detective" and "FBI Stories" which scored well there last spring. CYCLE SAT EXTENDS AGREEMENT: Cycle Sat will continue to deliver television commercials to the nationwide TV spot market via the GE SATCOM, after extending an agreement with GE American Communications Inc. Cycle Sat operates a communications network that services television stations, advertising agencies, advertisers and major motion picture studios. The service provides spot commercials via satellite. SPECIAL PACKAGE ON GUIDELINES: SPECIAL AD SECTIONS CONFUSE: The American Society of Magazine Editors gets at least one call a week complaining about advertising:editorial conflicts or asking for advice on how to handle them. Since 1982, ASME has had guidelines for special advertising sections that look like magazines within a magazine. The guidelines announced Tuesday at the American Magazine Conference apply to regular ad pages. CONFUSING PAGES WON'T COUNT: To encourage magazines to follow all its guidelines, ASME plans to ask Publishers Information Bureau, which tallies magazine ad pages and revenue, not to count questionable pages. PIB has its own guidelines on labeling advertising, similar to ASME's. If a magazine repeatedly violates the guidelines, ASME may declare it ineligible for that year's National Magazine Awards. SOME DOUBT SANCTIONS WILL WORK: William Jeanes, editor in chief of Car and Driver, doesn't believe the sanctions will work. Jeanes says his magazine already follows the new guidelines, and defended it against accusations that editorial content of car-buff magazines was blatantly favorable to advertisers. He says special-interest magazines always will have to face those accusations. (End of package.) Advertising Editor: Martin Baucom. (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