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HAIL TO THE CHIEF:

Published on .

Two decades ago, the book "The Selling of the President 1968" was a national best-seller. In September 1998, enough was written to fill several books about the un-selling of a president.

Stories about the marketing implications of Monica Lewinsky generated 74,120 words of copy and 6 minutes of network news time in the SPINdex sample of influential media outlets during the one-month period leading up to this column.

Stories about the marketing implications of Mark McGwire's new home-run record placed him a close second for the month behind Ms. Lewinsky, but well ahead of the No. 3 story: sports marketer Nike's endorsement travails.

All three generated more media attention than God -- actually, an ad campaign promoting God that broke last month.

Placing fifth was the video of President Clinton's grand jury testimony.

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