Path: bloom-picayune.mit.edu!enterpoop.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, Sep 11 1992 Date: Fri, 11 Sep 92 04:33:18 EDT Message-ID: Lines: 130 09-11 0000 DECISIONLINE: Advertising USA TODAY Update Sept. 11-13, 1992 Source: USA TODAY:Gannett National Information Network ADS FOR THE PILL TO RUN: Debated, praised and condemned, a one billion-dollar product used by 18.7 million consumers has never, until now, been advertised: The Pill. Ortho Pharmaceuticals will run ads in October women's magazines for its Ortho-Novum 7:7:7 birth control pills, part of a growing trend to advertise prescription drugs directly to consumers. (For more, see special Pill package below.) GOODYEAR SPLITS ACCOUNT: Goodyear said Thursday it will split its international advertising between two agencies. McCann-Erickson Worldwide, which had been serving all three Goodyear international regions, will continue to work with the European region. Leo Burnett Company will take over responsibility for advertising in Goodyear's Asian and Latin American regions. DALLAS MORNING NEWS LOSES DEAL: The Dallas City Council has rejected a one-year ad contract with The Dallas Morning News to protest the newspaper's minority hiring practices. Wednesday's 6-3 vote came two weeks after a black reporter at The Morning News resigned, saying the newspaper failed to promote his column, in part because he is black. The $275,000 contract was to publish official notices required by city law. ANALYST TO ALSO PROMOTE LEAGUE: Joe Namath analyzes NFL game action for NBC. Now, he'll also appear on TV to hype the league. Namath signed a 10-year deal to serve as an "ambassadorial" endorser, including appearances in TV ads, for NFL Properties, the league's licensing and marketing unit. NBC's Ed Markey says the network sees no conflict of interest. JORDAN'S RANKING GOES DOWN: Last year, Michael Jordan ranked fourth among all celebrities in Marketing Evaluations Q ratings, an influential annual survey of celebrities' popularity and recognizability. In this year's Q ratings, Jordan is still the highest-ranked athlete, but has fallen to 34th place among all celebrities. ADS SIMULATE HOME MOVIES: Russ Feingold, 38, who won a stunning upset in Wisconsin's Democratic Senate primary Tuesday, used some nontraditional tactics. He spent $250,000 on TV ads, compared with $2 million spent by each of his two major primary opponents. His ads simulated home movies and relied on humor, like an endorsement from Elvis in a mock tabloid newspaper. OUTSIDE MAGAZINE IS EXPANDING: Outside magazine publisher Larry Burke says he plans to expand the magazine. Burke plans to launch Outside Kids next spring and is considering adding foreign editions. The magazine began publication 15 years ago. It has experienced an 8% and 10% annual advertising and circulation growth each year for the last eight years. ADS TO BE ON BAGGAGE CAROUSEL: Arizona-based Revolving Media Inc. will introduce its CarroSell at Reno Cannon International Airport Saturday. CarroSell turns an ordinary baggage carousel into a revolving billboard. CarroSell's specially-designed displays are substituted for the standard plates already on the carousel. The displays contain high resolution photographic messages protected by transparent polymer plates. REVENUE UP AT CABLE NETWORKS: Gross advertising revenue for the top 16 cable networks for the first half of 1992 increased more than 13% to just under $1 billion, according to the Cabletelevision Advertising Bureau. The quarterly report, published in Broadcasting magazine, is the first of what will now be regularly-scheduled financial statement from the industry trade association. QUARTERLY REVENUE IS UP 17%: Basic cable network ad revenue during the second quarter of 1992 was $500 million, a 17% rise over the $469 million for the same period last year, according to the Cabletelevision Advertising Bureau. Gross advertising revenue for the first half of of the year hit almost $1 billion, a 13% jump over $882 million for the first half of 1991. SPECIAL PACKAGE ON PILL: ORTHO IS COMFORTABLE WITH ADS: Ortho Pharmaceuticals plans to be the first to run ads for birth control pills in consumer magazines. "We're very comfortable running the ad ... There's a real need for more utilization of contraception," says Brandon Clark, Ortho's director of marketing. "That outweighs any group saying, `Well, gee you shouldn't do that.' " AD USES INFOMERCIAL FORMAT: The ad will appear in magazines including Mademoiselle, Vogue and People. It spells out potential health risks and benefits of birth control pills. "It's not very brand-y," Clark says. "It's really about the Pill." But the largely informational ad mentions the Ortho-Novum 7:7:7 brand name frequently in the text. SPONGES HAVE BEEN ADVERTISED: Non-prescription contraceptives like sponges, spermicides and condoms already advertise in magazines. But birth control pills are the most popular contraceptive, taken by 28% of women who use contraception. Ortho-Novum 7:7:7 commands 35% of the nearly $1 billion oral contraceptive market. DISCLAIMERS MUST BE RUN: Print pharmaceutical ads must list all possible side effects, which can add a page of tiny type. While that initially deterred drug makers from running consumer ads, "Consumers are getting used to seeing that," says Cheryl Callan of DDB Needham, which created the Ortho ad. "If anything, it's positive ... It adds credibility." (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