CompuServe, Columbus, Ohio, said it will air a 30-second TV spot from direct marketing shop Resource Marketing, Columbus, during Super Bowl pre-game programming on Fox. The commercial emphasizes CompuServe's dependable Internet access and is a precursor to a print campaign breaking Jan. 27 in major newspapers and trade publications that uses the theme "Busy people don't have time for busy signals." The move is tactical for CompuServe, which has seen its market share slump in the shadow of fast-growing America Online. It also points directly at service problems AOL has suffered; that online service is facing lawsuits in at least six states for slow and blocked access.
Scott Kauffman, CompuServe VP-interactive services, said Resource pitched the idea on Jan. 17 and negotiated a deal with Fox over the weekend.
Copyright January 1997, Crain Communications Inc.