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 Tue, May 5 1992 Date: Tue, 5 May 92 05:31:47 EDT Message-ID: 05-05 0000 DECISIONLINE: Advertising USA TODAY Update May 5, 1992 Source: USA TODAY:Gannett National Information Network SCHULMAN MAKES PICKS: Madison Avenue media guru Paul Schulman is making his annual picks of new shows he sees as most likely to make it to the airwaves in the fall. On ABC, he chooses sitcoms from Delta Burke and Tom Arnold, plus "A New Day," featuring Cindy Williams and "Laurie Hill," about life in the '90s. At CBS, sitcoms featuring Bob Newhart, Dudley Moore and George Hamilton top the list. NEWSPAPERS LOOK TO FUTURE: As newspapers start to recover from an advertising slump, the industry is rethinking its approach to news, advertising, marketing, circulation, production - and profits. It is trying to turn a mass medium into a targeted one, produce newspapers of magazine quality, find smaller advertisers to replace big retailers and create new markets for the information it gathers each day. (For more, see special Newspaper package below.) AYKROYD TO STAR IN FOX SHOW: Paul Schulman sees new sitcoms starring The Cosby Show's Malcolm-Jamal Warner and Raven-Symone making it on NBC next fall. Among the other shows on NBC will be "Rhythm and Blues," about a Detroit radio station. And for Fox, Schulman selects Dan Aykroyd's cop sitcom, "CCPD," "Circus," and "Tribeca," produced by Robert De Niro, about life in that section of New York City. CASINO ADS UNDER FIRE: Ads for the Mystic Lake casino in Prior Lake, Minn., have drawn fire from American Indian Movement founder Vernon Bellecourt. The ads use Indian folklore stories of how good fortune was once brought by an eagle and a buffalo. Leonard Prescott, overseeing Shakopee Mdewakanton Sioux's casino - opening May 13 - says the ads are educational. AD AGENCY TARGETED IN SUIT: The Church of Scientology is suing Eli Lilly & Co. for $15 million, charging that the drug maker pressured a public relations firm to drop the church as a client. The suit targets Lilly, British advertising giant WPP Group and its U.S. based public relations unit, Hill & Knowlton. The church and Lilly have long been at odds over Lilly's sale of anti-depressant drug Prozac. SEAGRAM GOES WITH CLEAR LINE: Seagram Co Ltd. will begin marketing Seagram's Spritzer in 15 states this month. The clear alcoholic beverage will be aimed at adults between 25 and 49. Well Rich Greene BDDP of New York will create ads for the new product. The ad agency also handles Seagram wine coolers. VOLKSWAGEN TO UP BUDGET: Volkswagen of America plans to up its ad budget in 1992 about 45% compared to last year, ADWEEK reports. The German automaker will spend about $70 million this year. Gregory Stein has been named national advertising manager for the firm. Volkswagen says it will concentrate more on network TV ads. MILLER GAINS HEARST POST: Hearst Corp. has named Lois Miller director of marketing, a new post responsible for creating cross-media deals with advertisers located from Denver to Japan. Miller had been senior vice president for media marketing services at the the ad agency Hill, Holliday, Connors and Cosmopulos of Marina del Rey, Calif. FORD, GM TRY REGIONAL APPROACH: Ford Motor Co. and General Motors Corp. are trying to win back import buyers with an increase in regional ads and promotions, Advertising Age reports. Ford has launched a $7 million campaign in New England. GM is using customer testimonials in a $1.5 million campaign in the Washington, D.C. area. SPECIAL PACKAGE ON NEWSPAPERS: DEPARTMENT STORE ADS DRY UP: Non-classified advertising by local retailers accounts for 52% of newspaper ad revenue, and department stores typically were newspapers' top customers. Today, 24% of all department store space is in Chapter 11 bankruptcy proceedings. Newspapers have adjusted by trying to lure smaller advertisers they would not have bothered calling on before. SMALLER ADVERTISERS PURSUED: Traditionally, advertisers bought ads that ran in all editions of a newspaper. Now, a tire store in Ventura County, Calif., can buy an ad in the Los Angeles Times' Ventura County edition. It costs less and reaches only readers close enough to the store to shop there. Newspapers hope that combination will attract new advertisers. `ADVERTORIALS' ON RISE: Newspapers are trying to pull readers and advertisers together with single-topic special sections and "advertorials" - story-length ads that look similar to news material. Newspac, an envelope developed by the newspaper industry, makes it easy to mechanically insert samples of shampoo, coffee and other consumer products into Sunday newspapers. SOME TURN TO COLOR: In production, newspapers are switching to color presses in the belief that advertisers will pay more for color ads and readers prefer color photos. Newspaper publishers are also looking for other things to sell. Newsday and others are using their delivery networks to deliver catalogs, coupons and product samples for companies that don't want to advertise in the newspaper. (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