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Nielsen Media Research's "white paper," a study of the drop in male viewers that was released last week, confirmed its controversial findings from earlier this year: "Men 18-34 are watching substantially less prime-time television this year as compared to last." Despite a barrage of criticism from networks and agencies, Nielsen insists that its measurement methodologies are not flawed. The paper attributed the decline to the growing use of video games, DVDs and personal video recorders. "As of Nov. 16," the report read, "the season to date men 18-34 usage for total day is 14.7%. This represents a falloff of 5.8% from the prior year. Men 18-34 prime-time usage is 29.8%, which is 7.7% below the prior year." Jack Loftus, communications director at Nielsen, predicted that the "white paper" will not settle all scores. "We expect to hear from networks, and when we do they'll probably ask us for more studies in the area. We're happy to oblige." QwikFIND aap19f

FCB HealthCare moves to New York

Interpublic Group of Cos. is consolidating its FCB HealthCare operations, moving it from San Francisco to its New York headquarters, the company said. In a statement, Chairman-CEO and Worldwide Creative Director Tom Domanico said the shop's largest volume of business is "no longer on the West Coast." About a dozen West Coast employees remained in the unit, and about half of them will be relocated by the end of the year, a company spokesman said. QwikFIND aap18e

P&G Web site rolls out new ads

An ad breaking in January magazines for Procter & Gamble Co.'s teen advice site relays a question really asked by a site visitor: "Are you more likely to be eaten by a shark if you're on your period?" The ad from Publicis Groupe's Leo Burnett USA, Chicago, is the latest in a series that pairs questions asked at Beinggirl's "Ask Iris" section with photos by Lauren Greenfield, whose work is featured in the book "Girl Culture." Beinggirl, which promotes the Always and Tampax brands, has seen traffic rise 23% and questions sent to "Ask Iris" up 78% since the campaign broke in October.

ESPN and Cox near agreement

Cox Communications and Walt Disney Co.'s ESPN appear to be close to an agreement in which the nation's fourth-largest cable operator would continue to carry programming from the sports cable station. Executives on both sides confirmed that ESPN made an offer to Cox that was below the original 20% increase in carriage fees ESPN had asked for. A Cox spokeswoman said the cable operator was considering the new offer and was pleased that "ESPN has shown a willingness to consider moderated price increases." Cox and ESPN have been embroiled in a public spat about the rights fees, with both sides mounting ad campaigns to take their case to the public. Cox threatened to drop ESPN from its system or make it a tiered-pricing cable station, such as HBO.

Mitsubishi hires VP-marketing

Mitsubishi Motors North America, looking for a "creative change agent," has named longtime agency and automotive industry executive Ian Beavis to the new position of sales division senior VP-marketing. Co-Chairman-CEO Finbarr O'Neill said in a statement that Mr. Beavis' "fresh and innovative perspective will be critical as we expand the Mitsubishi product line, reach out to a wider range of customers and create a brand with added depth and value." Mr. Beavis, 50, has extensive experience in automotive, having headed up DaimlerChrysler's Asia Pacific account at Bozell-Detroit and the Toyota Motor Sales USA account at Publicis Groupe's Saatchi & Saatchi, Torrance, Calif., and on the client side as marketing communications manager for Ford Motor Co.'s Lincoln Mercury Co. This summer, he left as chairman-CEO of FCB, San Francisco, and most recently ran his own consulting company, partnering with Joe McDonagh and Tom Scott in a small agency called Shop USA. He said he sold his shares in the agency after deciding to work with Mitsubishi. Mr. Beavis said he is not planning an agency review at this time, but noted Interpublic's Deutsch, Los Angeles, will "have to respond to a new sheriff." QwikFIND aap18t


Brokerage American Century Cos., based in Kansas City, Mo., narrowed the review for its direct marketing account to four shops. The contenders are: independent Bernstein Rein, Kansas City; Interpublic's Draft, Chicago; WPP Group's Wunderman, Chicago; and the incumbent, independent Digitas, Boston. Consultant Select Resources International, West Hollywood, Calif., which is handling the review, said a decision is expected before the end of the year. Billings are undetermined. Independent Rubin Postaer & Associates, Santa Monica, Calif. remains branding agency. American Century Cos., through subsidiary American Century Investment Management, oversees more than 60 mutual funds. QwikFIND aap18z. ... Recruitment firm Gundersen Partners is expanding internationally as well as in the U.S. The 18 year-old company has opened an office in Madrid, Spain and in Toronto. Heading the Madrid operation is Elaine Arozarena, most recently regional managing VP, Korn/Ferry International, who joins Gundersen as managing director. She will split her time between New York and Madrid. Perry Miele, former president of the international group of Interpublic's Draft, joins Gundersen at the helm of the Toronto office. Stateside, Gundersen's newest U.S. office, Gundersen West, opened mid-November in San Francisco through the merger of Neil Fink Associates with Gundersen.

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