DIRECT & DATABASE: BELOW THE LINE: MEDIAONE TAPS WICKERSHAM FOR DIRECT WORK

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MediaOne, Denver, selected Wickersham Hunt Schwantner, Boston, as the first agency to handle the cable TV systems operator's direct marketing.

Reader's Digest will add an online direct-response feature to its travel sections starting with the September issue. Consumers will be able to use the www.readersdigest. com Web site to get free information from the "Getting Away," "Carolyn Davis Travel Directory" and other Digest travel sections.

Columbia House moves away from negative option selling with its Play marketing effort introduced last month. Exec VP-Music Marketing Sharon Kuroki said most new Columbia House customers will come in as Play members. The ongoing "Get a Friend" promotion, however, will continue to use negative option selling, in which record club members must send in a card to refuse the automatic selection the club sends each month. A TV, print and direct mail campaign backs Play, via Wunderman Cato Johnson, New York.

Tony Aveni was elected to the executive committee of the Mail Advertising Service Association International, consisting of direct mail production companies. Mr. Aveni is president of Harte-Hanks/ Cincinnati, a unit of Harte-Hanks Direct Marketing, New York.

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