The ads, which broke in Monday's edition of Time magazine, feature
'Center of Your Digital World'
The spread included the P 4's new tagline, "The center of your digital world." The tag was introduced last month in TV spots for the P 4 featuring performance artists Blue Man Group.
"We're basically saying there's a whole new digital world out there, and to get the most out of it, you need to use a PC with a Pentium 4," said John Travis, Intel's director of worldwide consumer promotions.
The campaign was created by Intel's agency of record, Messner Vetere Berger McNamee Schmetterer/Euro RSCG, New York. The spreads and single-page ads will run through June in a variety of PC, tech enthusiast, music, entertainment and lifestyle publications including Newsweek, Family PC, Sports Illustrated and Rolling Stone.
Reeling from slowdown
Meanwhile, Intel, like other tech companies,
First-quarter earnings, excluding acquisition-related costs, were 16 cents per share, a decrease of 63%, from 43 cents in the first quarter of 2000, and down 58% from last quarter.
The chipmaker aggressively cut pricing on the P 4 on Monday, in the range of 50% to 60%. Intel has been clobbered in the chip market by faster, cheaper rivals such as Advanced Micro Devices, but inventory issues and pricing pressures continue to plague all chip marketers.