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 Fri, Sep 18 1992 Date: Fri, 18 Sep 92 04:43:57 EDT Message-ID: 09-18 0000 DECISIONLINE: Advertising USA TODAY Update Sept. 18-20, 1992 Source: USA TODAY:Gannett National Information Network AD CAMPAIGNS LACK FOCUS: Four years ago by this time, Willie Horton was a familiar household name. This year, the presidential ad campaign is still out of focus. In marked contrast to the 1988 election, the dialogue of the 1992 presidential race hasn't been dominated by the video wizards, the image-makers wielding their smoke and mirrors. The campaigns instead are hoarding their dollars. (For more, see special Campaign package below.) ZUCKERMAN TO GET DAILY NEWS: The deal isn't signed, but it is looking more and more likely that the new owner of the New York Daily News will be Mort Zuckerman. Zuckerman, who owns U.S. News & World Report and The Atlantic magazines, reached an agreement in principle to buy the News for $18 million. The agreement also calls for Zuckerman to assume about $8 million in other obligations. CITRUS HILL GOES SOUR: Procter & Gamble is getting out of the pure juice business and closing its unprofitable Citrus Hill juice unit. It will also sell its three non-Citrus Hill brands: Speas Farm, Texsun and Lincoln juices. P&G says it will focus on its fruit drinks business which includes Hawaiian Punch and Sunny Delight and will take a $200 million charge for the restructuring. N.Y. TIMES MAKES CHANGES: Lance R. Primis, president and general manager of The New York Times since 1986, has been named president and chief operating officer of the newspaper's parent company, New York Times Co. Primis, 46, succeeds Walter E. Mattson, 60, who was named vice chairman. Mattson and Primis will work with Chairman Arthur Ochs Sulzberger as members of the new office of the chairman. AMERICAN GIRL HAS BROAD APPEAL: The debut issue of American Girl celebrates all things girlish in a nicely inclusive fashion. It includes stories of times past and on women's contributions. There are pieces about being the daughter of a political candidate as well as games. Alas, there is also a fashion layout featuring a pair of $198 boots. PUBLISHING GIANTS TO MERGE: British publisher Reed International and Elsevier of the Netherlands say they intend to merge by Jan. 1 to form the world's eighth largest media conglomerate. Elsevier publishes English-language science publications. In the U.S., Reed publishes about 80 trade publications, including Daily Variety and Variety. `HOME IMPROVEMENT' WINS ROUND: "Home Improvement" won Wednesday's season-opening showdown with NBC's "Seinfeld." The two critically acclaimed comedies go head to head at 9 p.m. ET:PT in one of prime time's most hotly contested time slots. "Home Improvement" scored an 18.6 rating:29 share, followed by NBC's "Seinfeld," 12.5:20; CBS' "The Hat Squad," 10.4:17 and Fox's "Melrose Place," 7.3:12. ABC, USA GET OUT OF DEAL: The NFL's decision Thursday to suspend the World League for a year ends ABC's and USA Network's contract obligations. ABC, whose ratings were a dismal 1.6, was paying the World League $3 million a year; USA was paying $10 million. On replacement programming, ABC's Mark Mandel said, "We'll probably give some of the time back to affiliates." `HEE HAW' READY FOR 25TH SEASON: "Hee Haw" kicks off its 25th consecutive season this weekend, making it the longest running musical variety series on television. The now-syndicated series highlights classic programs and stars this season from more than 500 "Hee Haw" programs. SPECIAL PACKAGE ON CAMPAIGN: CANDIDATES ARE WAITING: Both presidential candidates have yet to strike hard through ads. Both are waiting for a first bold strike from their opponents and are leaving it up to the media to carry their political themes. "Presidential campaigns look like the United Nations," says Ray Strother, who produced Gary Hart's ads. "There are a lot of hands in the process that tend to water down the creative product." ADS ARE PREDICTABLE: This year's ads are "pretty ordinary and pretty predictable," Strother says. Such was not the case four years ago. Well before Labor Day, George Bush had begun a negative assault on TV and radio. And Michael Dukakis - although he never found a consistent message - was broadcasting a variety of spots, including negative ones, by mid-September. EACH WILL SPEND $40 MILLION: Bill Clinton's TV advertising so far is less than inventive. And unless he pulls a rabbit out of the hat, George Bush may spend millions on forgettable ads, too. The campaigns are expected to spend at least $40 million each on TV ads. The two parties - unrestricted in the amount they may spend on general ads as long as they don't mention the candidates - will contribute millions more. ADS USE `TALKING HEAD' APPROACH: Clinton's ad team has produced three spots, two of which the industry calls "talking heads." Clinton sits at his desk and speaks directly to the camera about the economy. But less than $5 million has been spent on broadcast time for the three spots, which have aired in a dozen targeted states the Clinton campaign refuses to reveal for tactical reasons. BUSH HAS GONE TO NETWORKS: Bush's ad team has produced two spots, both showing tight close-ups of Bush speaking. One ad is interspersed with images of planes, boats and factories. Bush probably has spent less than Clinton on the ads. But unlike Clinton's local TV buys, Bush has purchased network air time, which is more expensive. NEITHER ARE USING NEGATIVE ADS: Bush and Clinton both seem to be playing chicken on the question of who goes negative first. It's risky. Bush could lose an important asset - his nice-guy image. For Clinton, negative ads would obscure the economic message he's been drilling home for months. Says former Dukakis aide Tad Devine, "Consistency of message is really the goal." (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