`BW,' Disney mull new magazines
Business Week, which has a demographic "Enterprise" edition for small-business owners, may spin out a new magazine for that market. "We're looking at the potential of a magazine launch," says Publisher David Ferm, "but we're a long way from a green light." Over at Disney land: While the company may sell off the old Cap Cities publishing properties (see related story on Page 1), insiders say consumer-oriented Disney Magazine Publishing still has two potential launches-ESPN Magazine and a personality-driven mag about the literary world, Books First.
Such a buzz over 2 titles
Are you looking at Look and Women's Circle? Your customers may be. In a survey in which Ladies' Home Journal showed magazine logos to consumers, 5% said they'd looked at Look in the past 30 days. One-third had seen Women's Circle. Minor problem: Look died two decades ago, and WC doesn't exist.
Simon makes ultimate cold call
Super Bowl ads are so glamorous. Consider Doug Simon, director of D.S. Simon Productions, who trekked with the Publishers Clearing House prize patrol to Sudbury, Ontario, to do a live post-Bowl spot handing over $10 million to contest winner Beata Sankiewicz. Temperatures of 19 below knocked out a generator, leaving Simon with no power and dead phone lines. Power returned, so the contingency plan-producing the whole thing with a satellite truck-wasn't needed.
Benetton . . . David Ogilvy
Benetton this fall will do something revolutionary in its U.S. ads: show products. Benetton's last pure "image" ad runs this spring, showing a black hand with white rice to demonstrate support for food aid programs. . . . "Advertising on Ogilvy," a 23-minute documentary on the legendary David Ogilvy, makes its U.S. premiere Feb. 24 at the Museum of Television & Radio in NY. Charlotte Beers & O&M host the event.
Compiled by Bradley Johnson with news from Alice Z. Cuneo, Rachel Federman, Keith J. Kelly and Chuck Ross.
Got an Adage? Tell Brad by phone, (213) 651-3710, ext. 111; fax, (213) 655-8157; or e-mail, firstname.lastname@example.org.