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, May 14 1992 Date: Thu, 14 May 92 05:42:12 EDT Message-ID: 05-14 0000 DECISIONLINE: Advertising USA TODAY Update May 14, 1992 Source: USA TODAY:Gannett National Information Network PARK HAS ADS ON OUTFIELD WALLS: Baltimore's new Oriole Park at Camden Yards has been praised as a back-to-the future stadium, resurrecting old-style elements with a modern twist. One innovation: Advertising on the outfield walls. Ads haven't been seen on major league outfield walls since the Philadelphia Phillies moved out of Connie Mack stadium in 1970, although they're common in minor league parks. (For more, see special Baseball package below.) `FLY AWAY' TRIES TO STAY ON AIR: Critics love NBC's "I'll Fly Away," but viewers haven't been so hot on the drama set in the '50s South. "Away" ranks 69th out of 131 shows and may not be on the list when NBC announces its fall schedule next week. A two-hour season-ender Friday (9 p.m. EDT:PDT) may determine the show's fate. SYNDICATION GETS DOWNGRADED: Only one out of four media buyers and advertiser executives increased their spending in syndicated TV last year, Advertising Age reports. A survey done by Beta Research Corp. for the trade publication found that only 24% increased syndicated TV spending last year. In comparison, 44.5% boosted network TV spending. Just 6% said syndicated TV gives the best return on the ad dollar. TIME BUYS MEDIA ONE: Time Inc. has acquired Media One, the firms announced Wednesday. Terms of the acquisition were not disclosed. Media One is the nation's second largest in-store advertising company. Its network of advertising units are on display in over 6,000 major grocery stores, including major chains such as Safeway, Kroger, Food Lion, and Winn-Dixie. DEMOCRATS RUN ADS SEEKING ADS: Democratic National Committee is running ads offering "$5,000 for the best TV ad to beat George Bush!" Communications director Mark Steitz calls it an "aggressive recruitment attempt" to find "the next generation of political talent." The DNC has contacted film schools and placed ads in Variety, the Village Voice and Videography. Not many entries have come in yet. Deadline: July 3. CHICAGO ONLINE AVAILABLE: Chicago Online, a joint venture between America Online Inc. and Tribune Company, is now available to personal computer owners. This first local edition of the America Online interactive information and entertainment service will feature Chicago-area news, sports, and information about local entertainment and activities as well as classified advertising from the Chicago Tribune. AMEX MUST KEEP HOLDERS INFORMED: American Express Co. has to tell cardholders that it uses information on them for marketing, says an agreement announced Wednesday by N.Y. Attorney General Robert Abrams. The company ranks cardholders by lifestyle and sending patterns and offers the information to merchants for targeted marketing promos. Among them: American Airlines, Hertz Rent-A-Car and Marriott Hotels. BENETTON TO RUN AIDS INSERT: Benetton will run a special eight-page insert in the July issue of Spin magazine. The booklet, titled "Guide to Safer Sex," contains guidelines to healthier sexual habits for the 1990s. Spin will also carry a letter readers can mail to President Bush, urging intensified federal efforts against AIDS. MCI CONSOLIDATES ACCOUNT: MCI Communications Corp. has consolidated its estimated $60 million direct marketing account with Devon Direct Marketing & Advertising of Berwyn, Pa. Ross Roy Direct had been MCI's largest direct marketing agency. It has introduced the Friends & Family discount calling program. SPECIAL PACKAGE ON BASEBALL: ADS HAVE NOSTALGIC APPEAL: Janet Marie Smith, Orioles vice president for stadium planning, says wall ads were planned on Oriole Park at Camden Yards to help create a nostalgic appeal. Umpires asked that ads not include many light colors that might distract players. And the club, says Smith, consulted on the five advertisers' designs to see that adjacent ads suggest past years and don't clash. OTHER PARKS MAY FOLLOW: Ads in the majors are banned only in straightaway center field. They present a new wrinkle to increase sponsor revenues. Baltimore's wall signs cost an estimated $75,000-$500,000. Other clubs aren't using the ads, but that might change. "Some people may say it junks up parks, but I hope Baltimore pulls it off," says Minnesota Twins marketer Bill Mahre. ADS SHOW UP ON TV: Ads on outfield walls have an extra benefit: They show up on TV highlights as outfielders watch balls clear the fence. "A lot of (sign placement) has to do with camera angles. There's much greater sophistication among sponsors about what the TV lenses are looking at," says Andy Dolich, Oakland A's marketer. "I'm sure you'll see other teams doing 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