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 Mon, Aug 24 1992 Date: Mon, 24 Aug 92 04:10:13 EDT Message-ID: 08-24 0000 DECISIONLINE: Advertising USA TODAY Update Aug. 24, 1992 Source: USA TODAY:Gannett National Information Network AGENCY GUILTY OF FALSE CLAIMS: A federal judge says a New York ad agency is liable for making false claims in a razor commercial. The judge earlier found the client guilty of the same conduct. Judge Kimba Wood's ruling, thought to be the first of its kind in advertising law, means Friedman Benjamin may have to pay Gillette $953,000. Friedman made an ad for Wilkinson Sword, saying Ultra Glide razor was superior. MAG AIMS TO BE `NEW TESTAMENT': Hearst Magazine Corp.'s Harper's Bazaar is coming out fighting. Ads for the relaunched fashion magazine take a swipe at Vogue, known as the fashion Bible, by billing Bazaar as"Fashion's New Testament." "If Vogue is the Bible and you're going to depose somebody and rewrite the word of God, you've got to be the New Testament," says Martin Landey of Cox Landey & Partners. (For more, see special Bazaar package below.) AIRLINE OFFERS COUPONS: Northwest Airlines published coupons in Sunday newspapers offering $35 and $50 off its fall discount fares for domestic travel. The coupons are good for flights booked by Aug. 31 for travel Sept. 6 through Dec. 14. They expire Aug. 31, the day major airlines' promotional fares do. Airlines' cheapest fares are then expected to rise about 45% above the coupon prices, Northwest says. HOME DEPOT SIGNS SPONSORSHIP: The Home Depot says it has become the first U.S. retailer to become a top tier sponsor of both the U.S. Olympic Team and the 1996 Olympic Games. It includes sponsorships of the 1994 Winter Olympics in Norway; the 1996 Centennial Olympic Games in Atlanta; and the U.S. teams competing in both of those Games, the 1995 Pan American Games and World University Games. GANNETT SELLS ARIZONA BUSINESS: Gannett Co. says it has sold its Gannett Outdoor of Arizona unit to Eller Investment Co., returning control of the advertising company to Karl Eller. Eller was chief executive of Combined Communications Inc., parent of the advertising unit, when it was acquired by Gannett in June 1979. Gannett is the largest outdoor-advertising company in the USA. `WORLD NEWS' MAY CHANGE: Change may be in the wind at ABC's "World News Tonight." While still the top-rated network newscast, the race has tightened in recent weeks. "Both of the other networks have gone down market and are trying to look more like local news," featuring a heavy dose of consumer news and pop culture, ABC News President Roone Arledge says. ABC has a heavy emphasis on international news. ABC TO AIR ANOTHER NEWSMAGAZINE: ABC is planning to launch another newsmagazine. The untitled program is slated for Sundays at 7 p.m., starting in January. So far the only talent assigned to the magazine is correspondent Sheila MacVicar and anchor Forrest Sawyer. Connie Chung had conversations with ABC about a co-anchor spot, but Chung now appears to be on the verge of re-signing at CBS to anchor a newsmagazine there. DISNEY ADS IN USA TODAY INTL.: Euro Disney, the recently opened theme park in France, has purchased 12 full-page, four-color ads in USA TODAY International. The ads are done in an advertorial format, incorporating a contest called "Dreams Do Come True." The contest offers 12 trips to the theme park, free subscriptions to USA TODAY International and guides to Euro Disney. ESPN BASEBALL MAY BE BIG LOSER: ESPN baseball losses this season could approach $45 million, Broadcasting magazine report. Baseball ratings on ESPN this season have fallen to 1.6. That is down from a 1.8 rating at this point last year. ESPN finds itself competing against local broadcasts as well as superstations for viewership from baseball fans. SPECIAL PACKAGE ON BAZAAR: BAZAAR GOES AFTER VOGUE: The redesigned Harper's Bazaar, now on newsstands, is challenging Conde Nast's Vogue for pre-eminence among readers to whom "fashion is the highest form of contemporary art." New ads for Harper's Bazaar bill it as "Fashion's New Testament." Vogue is known as the fashion bible. AD TARGETS SMALL GROUP: The ad's inside joke may be too subtle for some readers, but that's the point. Cox Landey & Partners, which created the ads, is preaching to insiders. More than a trade campaign, the ads are aimed at fashion industry style makers who might decide to advertise in Bazaar if they think it's simply the place to be. COVERAGE IS NOT THE POINT: "The people who are advertising don't care about cost-per-thousand," says Martin Landey of Cox Landey & Partners, referring to the price of reaching 1,000 readers with an ad. "Calvin Klein isn't running 134 pages in (Vanity Fair) because of its cost per thousand," he says of the designer's recent ad supplement. "He's running it because all the people who matter read it." (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