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By Published on .

Media companies negotiating for a share of the Clinton administration's anti-drug ad money are throwing in the kitchen sink and then some to seal the deals.

The huge government effort kicked off last week with a network TV roadblock buy (AA, July 6).

In the largest deal negotiated as of last week, a multimedia, cross-property package with Walt Disney Co.-for $50 million-the media giant not only offered to air bonus public service announcements on ABC and other channels, but will create a special Web site on drug issues for the White House Office of National Drug Control Policy.

The drug office last week moved to buy slightly more than $90 million in TV and radio time, with additional local spot buys and print still to be purchased.

The drug-policy office is expected to spend about $150 million on paid advertising during the next year, and it is requiring the media that get the ads to provide an equal amount of free time or space-either directly in public service announcements or in programming or special editorial sections on drug use.


President Clinton unveiled the program July 9 in Atlanta, saying the ads that use creative from the Partnership for a Drug-Free America are "designed to knock America upside the head."

Print ads in 118 newspapers accompanied the TV launch that day.

At the same event, House Speaker Newt Gingrich (R., Ga.) said he would support money for additional advertising in next year's budget.

The Disney deal offers time on ABC and also ESPN and related networks, said Rich Hamilton, CEO of Zenith Media Services, New York, which, with Bates USA, New York, is buying time on behalf of the government.

Mr. Hamilton declined to confirm the spending figure in the Disney package.

But the package does include the drug-policy office becoming a sponsor of the X Games on ESPN, getting spots on ABC radio and ads in some Disney magazines, various Web sites and other Disney venues; full details haven't yet been worked out.

Disney also owns the Anaheim Angels Major League Baseball team and the National Hockey League's Mighty Ducks-as well as theme parks-where the ads might play.


The second-biggest deal, a reported $13 million package with News Corp., includes time on Fox Broadcasting Co.'s National Football League broadcasts and playoffs, the Fox Family Channel, Major League Baseball's playoff games and several TV series, including "Beverly Hills, 90210."

There also are some placements in News America Corp. print properties and in various online vehicles.

Fox will provide 5-minute segments on drug-related issues on "America's Most Wanted," and include anti-drug PSAs on rentals of Fox home videos.

An $11 million deal with Viacom includes ads on Nickelodeon, MTV and VH-1.


A Time Warner deal still being finalized would include time on the Kids WB! Network and the Goodwill Games; print properties are yet to be bought.

USA Networks CEO Barry Diller and Frank Biondi, chairman of Universal Studios, will be on a committee to help raise the profile, within Hollywood's creative community, of the youth drug issue.

Dan Merrick, Bates senior VP-management representative, said the drug-policy office expects to spend about $12 million in magazines, $10 million in school media, $3 million in in-cinema media, $4 million in out-of-home media, $3 million in online media and $10 million in newspapers, with additional spending in products tailored to minorities.

"This is a great experiment in social marketing," he said.

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