Path: bloom-picayune.mit.edu!snorkelwacker.mit.edu!news.media.mit.edu!americast.com!americast.com!usa-post Newsgroups: usa-today.ads From: usa-post@AmeriCast.Com Organization: American Cybercasting Approved: usa-post@AmeriCast.com Subject: ads Thu, Aug 13 1992 Date: Thu, 13 Aug 92 05:17:49 EDT Message-ID: 08-13 0000 DECISIONLINE: Advertising USA TODAY Update Aug. 13, 1992 Source: USA TODAY:Gannett National Information Network CHILDREN'S TV VIEWING DOWN: Between 1989 and 1992, the share of children aged two to five reported watching television from 10 a.m. to 6 p.m. declined 18%, according to Nielsen Media Research. Experts say that's because a large share of children's viewing occurs outside the home. The Children's Television Workshop has launched a new program to serve the changing lifestyles of America's young viewers. (For more, see special Children package below.) OIL ADS MISLEAD CONSUMERS: Motorists are tricked at the pump by misleading gasoline ads, says Public Citizen. Oil companies advertise the engine-cleaning benefits of high-octane gasoline, which costs as much as 20 cents a gallon more than regular gas. But the ads don't say that all grades contain detergents. The consumer group estimates an extra $1 billion to $3 billion was spent in 1990 on premium gasoline. NEW FAMILY IN CHATTANOOGA: For 114 years, the publisher of The Chattanooga Times has been a member of the Ochs-Sulzberger family, the clan that owns The New York Times. That changed Tuesday, when Deputy Publisher and Editor Paul Neely, 46, succeeded Ruth S. Holmberg as publisher of the paper bought by her grandfather Adolph S. Ochs in 1878, 18 years before he bought The New York Times. TRIPLECAST DIDN'T WORK IN BARS: Mike O'Harro, founder of the Champions sports bar chain, tells USA TODAY's Rudy Martzke that the Olympics Triplecast was ill-fated. "They priced it too high for sports bars," says O'Harro. "At $21 a seat, the price tag for a 200-seat bar was more than $4,000. Bars gladly would have paid $1,000 to $1,500 for two weeks." LEE INTRODUCES NEW LINE: The Lee Apparel Co., in Merriam, Kan., plans to re-enter the junior and young men's jeans market with its new Lee Basics line. The jeans will be supported with a $15 million print and television advertising campaign. The company, with 11.3% of the total jeans market, dominates the 25- to 44-year-old segment. COKE EXPANDS MARKETING: Coca-Cola is looking seriously at expanding its activities in direct and database marketing. Coke is trying to combat a declining market share at the supermarket level in the $47 billion soft drink category. Industry sources said the decision is to catch up with Pepsi, which leads direct marketing with its Gotta Have It Card and mailing of one million cases of Diet Pepsi to Diet Coke users. CRUISE ADS PURSUE YOUTH: Cruise advertisers pursuing a younger, less-affluent traveling segment are working to broaden the market without alienating its core audience of mature, more affluent cruisers. Cruise lines spend about one-third of their marketing budget on collateral, including brochures and promotions mailed direct to the mature traveler or supplied by travel agents. `ROC' GOES LIVE: The comedy series "Roc!" enters its second season Sunday at 8:30 p.m. ET:PT on Fox - airing live on the East Coast, tape-delayed on the West. On Feb. 9, "Roc" did a live episode - TV series generally haven't aired live since the mid-'50s - and captured its highest rating ever. Fox is banking on the talents of its theatrically trained cast. STATION, PAPER SUPPORT SMITH: In a show of support for St. Louis Cardinal Ozzie Smith, KSD-FM and The Riverfront Times held a live broadcast rally to honor the athlete Aug. 6. Everyone in the radio station's listening area was invited to stop by Kiener Plaza for free Domino's Pizza, Dr. Pepper and to sign a petition which the sponsors presented to the Cardinals, whose talks with free agent Smith broke down this year. SPECIAL PACKAGE ON CHILDREN: SESAME STREET IN DAY CARE: The Children's Televison Workshop has launched Sesame Street's Preschool Education Program designed for children who are in home-based day-care and in child-care centers. Children who watch television in child-care centers are not measured by Nielsen's current system, and this form of child care is the fastest-growing type of care for preschoolers, says August's American Demographics. NIELSEN'S MISSES MANY: CTW and Nielsen recontacted household heads who kept diaries in Nielsen's February 1991 survey. Their survey found 55% of children aged two to five are cared for outside their own homes for at least one weekday. Fewer than one in four of these children are cared for in someone else's home; the rest are cared for in child-care centers that are not reached by Nielsen's current system. 88 MARKETS QUICKLY JOINED PEP: CTW began the PEP program in Dallas two years ago. It provides day-care centers with educational materials designed to reflect Sesame Street's daily programming. Day-care workers are trained with funds initially provided by Sesame Street, then taken over by the local public television station. Within the first six months of the project, 88 television markets were actively involved with PEP. (End of package.) Advertising Editor: Kate Coughlin. (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