IMPEACHMENT COMES IN 2ND, FOR NOW

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HOLIDAYS WIN: Seasonal marketing stories dominated the most-recent SPINdex survey, with Christmas-related coverage generating 85 stories in the sample of influential print and electronic media news outlets.

Another topical but certainly not seasonal event, the impeachment of President Clinton, generated 49 stories referencing its impact on advertising and marketing, placing it second on this month's SPINdex list.

Coverage of the largely bullish ad spending forecasts for 1999 ranked as the third-biggest story of the month.

Other season-related news was ranked fourth on this month's chart: the boom in online retail shopping during the holiday season, which scored 31 stories, including a Newsweek cover featuring U.S. style maven Martha Stewart plugging the benefits of shopping by computer.

Perennial favorite for the period monitored -- the gearing up of Super Bowl advertising and marketing -- ranked fifth on the list, with 31 stories.

Demonstrating far less media potency was coverage of former U.S. senator and presidential candidate Bob Dole's new role as pitchman for Viagra marketer Pfizer, which managed only 27 stories. Ranking seventh was coverage of Philip Morris USA's anti-smoking ad campaign, while coverage of J. Walter Thompson Co.'s lawsuit against former client Dell Computer Corp. came up eighth on the

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