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 Thu, May 7 1992 Date: Thu, 7 May 92 05:31:39 EDT Message-ID: 05-07 0000 DECISIONLINE: Advertising USA TODAY Update May 7, 1992 Source: USA TODAY:Gannett National Information Network NEWSPAPERS NEED IMAGINATION: Marketing and media experts warned newspaper publishers Wednesday that they must work harder and more imaginatively for advertisers. "You need to change from a medium where advertisers go looking for business to one where you deliver business to your advertisers," marketing consultant Stan Rapp told the American Newspaper Publishers Association. (For more, see special Newspaper package below.) NEWSDAY TO CUT STAFF: Pessimistic about the Long Island, N.Y., economy, Newsday will try to cut 300 jobs by offering voluntary employee buyouts. Troubles at Long Island-based defense companies and hard economic times for many of its advertisers mean any local economic recovery will have modest impact on the newspaper, says Robert Johnson, Newsday publisher and CEO. YARDLEY TO GET FACE LIFT: Wasserstein Perella Partners, owner of cosmetics maker Maybelline, hired ad agency Lord, Dentsu & Partners on Wednesday to overhaul Yardley soap and bath products - bought from SmithKline Beecham for $185 million in 1990. The company plans to plow as much as $10 million into new packaging, new ads and new products. Wasserstein gave Maybelline a similar makeover last fall. AD AGAINST NEA BEING REJECTED: Martin Mawyer, president of the Christian Action Network, says a 60-second advertisement calling for the abolishment of the National Endowment for the Arts is being rejected by TV stations as a public service announcement and as a paid commercial. Stations fear the Federal Communications Commission might revoke their license for airing obscene material. MAWYER WANTS FCC TO MAKE RULING: Martin Mawyer wants the FCC to rule whether an ad calling for the abolishment of the National Endowment for the Arts is obscene. If the images - many including male genitalia from photographs by the late Robert Mapplethorpe - are "truly art," says Mawyer, "then the FCC, broadcast stations, and the news media should stop censoring this material from the American public." CBS, NABISCO TEAM UP: CBS Inc. and RJR Nabisco Inc. Wednesday announced plans for an advertising blitz that links the television network's fall lineup with Nabisco's snacks. The September "America's Favorites" promotion will include a viewer contest with a $1 million grand prize, in-store displays and promotions, cross-promotional advertising and a giveaway magazine. LIFETIME, ABC TO WORK TOGETHER: Cable's Lifetime and ABC News will join hands for a two-hour town meeting in the fall as part of Lifetime's campaign to address issues and voter awareness in this presidential election year. ABC has produced several town meetings, but never with an outside entity. ABC:Capital Cities owns a third of Lifetime. Under consideration to host: Lynn Sherr, Cokie Roberts and Carol Simpson. MORE TAKE IN CABLE SPORTS: The number of subscribers to regional cable television sports networks has more than tripled in four years. According to Paul Kagan Associates Inc., Media Sports Business, in September 1987 there were 11.6 million subscribers to such networks. In September 1991, the number was up to 36.6 million. CHRISTIAN VIDEOS READY TO ROCK: ZTV is set to premiere Oct. 1. It will carry videos by contemporary Christian artists. "This is a huge, broad market," said David N. McQuade, of ZTV Music Network. "This musical genre is the fastest growing musical genre and nobody is serving it." ZTV won't carry traditional advertising. Instead, they will sell videos, CDs, audio tapes, T-shirts and other products. SPECIAL PACKAGE ON NEWSPAPER: ECKERD SAYS NEWSPAPER ADS FAIL: Kenneth Banks, a vice president of Eckerd Drugs, said research shows fewer than 10% of its customers shopped at Eckerd because of newspaper ads. Banks said Eckerd didn't invite representatives from newspapers, radio or network TV to a brainstorming session on media it held recently. Instead, it invited representatives of Turner Broadcasting, Time Warner, Prodigy and Whittle Communications. NEWSPAPERS MUST ADD SERVICES: Marketing and media experts Wednesday urged publishers to expand into database marketing, alternative delivery, audiotext and videotext services and niche publishing. Newspapers can protect their stranglehold on classified advertising if they are among the first to offer it electronically, the panel said. Jerome Tilis, of Knight-Ridder said newspapers need to be open to new products. ADS NEED TO BE TO `INTERACTIVE': The industry needs to make newspapers more "interactive," using 800 telephone numbers in ad copy and ads that tie products to events and causes, said Steven Heyer of management-consulting firm Booz Allen & Hamilton. Marcella Rosen, executive vice president of ad agency N.W. Ayer, said advertising inserts should be available to advertisers weekdays, too. (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