The Buzz

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The `World Beer Games' looked to be on tap for prime time on FX. Then, it fell flat. The drink-off to name a best beer nation in the world didn't air at 10:30 p.m. on June 8. Instead, it was banished to the infomercial block at 2 a.m. on June 10. The producers of the advertorial for sponsors Interbrew, and Hooters of Canada say they expected the 10:30 slot. An FX spokesman responded like a surly bartender after last-call: "That was never the intention. ... It was a time buy."

Saks Fifth Avenue has ceded one of the most visible ad spots in newspapers. For years, the retailer had the strip ad The New York Times runs on the bottom of the Sunday Metro section. Now Bloomingdale's has taken over. Saks shifted to an ad inside Sunday Styles when it went national (Metro reaches the New York area). "Also, over time the Styles section has gotten quite powerful in terms of people who are interested in fashion," says a Saks exec.

More reality TV stars trying to prolong their 15 minutes. The women who call themselves the Barracudas, for surviving the shark tank that is dating in New York, have hired an agent, Gray Matter Group. So far, they have a deal for a yoga video and possibly a cosmetics line. The women may enjoy national fascination when their hitherto New York-only show, "Single in the City," goes national on WE this month.

contributing: wayne friedman

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