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MAGAZINES SET AD PAGE RECORD IN '94 ; SAATCHI EXPECTED TO PUT CME UP FOR SALE; NOVELL SEEKS NEW CREATIVE FOR $25M ACCOUNT; FRITO CREATES NEW MEDIA PLANNING UNIT; WAYS & MEANS CHAIR BACKS AD DEDUCTIBILITY; PEPSI UNCORKS 17 ADS IN $2B EUROPEAN PUSH; NIELSEN PROBED BY JUSTICE DEPT; NIKE UNLEASHES NEW HOPPER AD FOR SUPER BOWL; MILES GEARS UP TO RESTAGE BAYER; MICROSOFT NETWORK WILL EASE ACCESS TO INTERNET; DDB NEEDHAM, BERLIN EXPECTED TO PART WAYS;PRUDENTIAL PICKS 3 FINALISTS IN $60M REVIEW; CHIAT, QVC MOVE INTO INFOMERCIALS TOGETHER; COKE REFUTES RUMORS IT WILL BUY QUAKER; SARBIN LEAVING AS COWLES BIZ MEDIA CEO; A-B PULLS SWITCH ON GIVING ICE DRAFT TO BUTLER ; BOSTON CHICKEN RECRUITS JOE MONTANA; WB NETWORK SCORES 6.8 RATING FOR PREMIERE; ITALIAN ELECTRONIC MEDIA ISSUES TO GO TO PUBLIC; AYER EUROPE SPLITS FROM N W AYER; AYER EUROPE SPLITS FROM N W AYER;

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NEW YORK-Last year set a record for consumer magazine ad pages, Publishers Information Bureau reported. The total of 180,588.6 pages was a 5.3% increase from 1993 and topped the '89 record of 177,457.9. In December, ad pages jumped 10.5% from a year earlier to 17,062.4.

LONDON- Saatchi & Saatchi Co. is likely to put Campbell Mithun Esty, Minneapolis, on the block to resolve a conflict between Saatchi client Procter & Gamble Co. and CME's DowBrands, industry executives said late Friday.

PROVO, Utah-Novell is reviewing the creative portion of its estimated $25 million account, agency sources said. The account is currently divided mainly among Foote, Cone & Belding and BBDO Worldwide, both San Francisco, and Dahlin Smith White, Salt Lake City. FCB, Novell's main agency, isn't participating. Participants include Dahlin, BBDO and CKS Partners, Cupertino, Calif., which has done project work.

PLANO, Texas-Frito-Lay will consolidate all strategic media planning at a dedicated unit called Team Frito-Lay. The team will operate independently out of Dallas and be managed by DDB Needham Worldwide, which won the assignment in a shoot-out with sister Omnicom Group agency BBDO Worldwide. The win increases DDB Needham's media billings on the account by $70 million to $80 million. BBDO, New York, was also a big loser in Campbell Soup Co.'s media consolidation (see story on Page 36).

HOUSTON-U.S. Rep. Bill Archer (R., Texas), new chairman of the House Ways & Means Committee, affirmed his strong endorsement of keeping the federal tax deduction on advertising Jan. 13 in a meeting with the Ad Tax Coalition (AA, Jan. 9). "Mr. Archer philosophically believes that legitimate business expenses should be deductible and that advertising is a legitimate business expense," said Don Carlson, his chief of staff.

LONDON-Pepsi International will introduce 17 new spots here next week for several of its brands as part of a $2 billion commitment to enter new markets. The commercials are part of $80 million to $100 million in advertising from several agencies, including BBDO Worldwide for brand Pepsi and Ogilvy & Mather for Miranda soft drinks.

WASHINGTON-U.S. Department of Justice asked A.C. Nielsen Co. for documents relating to syndicated sales tracking services. This civil investigative demand will enable the department to evaluate the competitive nature of certain market behavior. Nielsen said it's responding to the request.

BEAVERTON, Ore.-Dennis Hopper's crazed referee character will appear in Nike's 90-second Super Bowl commercial from Wieden & Kennedy, Portland. The spot will run in the second quarter of ABC's Jan. 29 broadcast and cost Nike an estimated $3 million. Also during the Super Bowl, American Honda Motor Co.'s Honda division plans to air three 30-second spots for the new Odyssey minivan. The campaign from Rubin Postaer & As-37 (Continued from Page 2)

sociates, Santa Monica, Calif., broke Jan. 15.

PITTSBURGH-Miles Inc., the U.S. subsidiary of Bayer AG, plans to restage Bayer aspirin. In April, the company will change the name of Maximum Bayer to Extra Strength Bayer, and introduce new extra strength products. Genuine Bayer will remain unchanged. The line extension will be promoted via TV and print ads from BBDO Worldwide, New York."

REDMOND, Wash.-Microsoft Corp. will make simple access to the Internet an option in the Microsoft Network, the online service to be introduced later this year. The move could dramatically expand popular interest in the Internet. Separately, Prodigy Services Co. parents IBM Corp. and Sears, Roebuck & Co. are discussing changes in management control of the service, although insiders denied reports IBM may acquire total owner-ship. And Apple Computer isn't commenting on a report that U SWest may acquire a minority stake in its eWorld online service.

NEW YORK-DDB Needham Worldwide and spinoff agency Berlin Cameron Doyle are expected to terminate their affiliation by March 31, industry executives said. DDB Needham formed the agency, in which it holds a 49% stake, in mid-1993 to handle its Volkswagen of North America account, now in review. It's unclear whether Berlin will remain within the Omnicom Group fold.

NEWARK, N.J.-Prudential Insurance Co. of America eliminated incumbent Lowe & Partners/SMS, New York, and others from its $50 million to $60 million account. Finalists are Fallon McElligott, Minneapolis, and BBDO Worldwide and Lord, Dentsu & Partners, both New York.

VENICE, Calif.-Chiat/Day and QVC are partnering in the direct marketing and infomercial arena to produce and distribute a parenting informational package from child-rearing expert Nancy Samalin. Advertising for the kit begins next month.

CHICAGO-Columnist Dan Dorfman sparked rumors last week that Coca-Cola Co. might make a bid for Quaker Oats Co. Coca-Cola said, in part, that "Dan Dorfman does not have a clue."

STAMFORD, Conn.-Hershel B. Sarbin, 70, is stepping down as president-CEO of Cowles Business Media, effective Feb. 1. He will be succeeded by Carolyn Wall, 50, now exec VP-corporate development and sales at News America and a director of News America Holdings. Mr. Sarbin will be an electronic media adviser for the company's parent.

ST. LOUIS-Anheuser-Busch gave Butler Shine & Stern, Sausalito, Calif., an assignment for new Ice Draft From Budweiser, then reversed itself to stick with current agency DDB Needham Worldwide, Chicago. A-B wouldn't explain.

GOLDEN, Colo.-Boston Chicken has signed Kansas City Chiefs quarterback Joe Montana to pitch the rotisserie chicken chain's $3.49 Side Item Sampler. A 30-second spot from sales promotion agency Integer Group supports.

BURBANK, Calif.-Warner Bros.' WB Network averaged a 6.8 rating in New York, Los Angeles and Chicago, the three Nielsen metered markets where ratings were available for its 2-hour prime-time comedy block premiere on Jan. 11.

ROME-Italy's Supreme Court authorized a national referendum for early June on four electronic media issues. Voters will decide if state-run RAI TV should be privatized; if commercial breaks during televised movies, theater and opera should be abolished; if media buyers can be limited to buying ad time for only two national TV networks; and if individuals' ownership of TV networks should be limited to one, rather than three. That would affect former Prime Minister Silvio Berlusconi's three-network empire.

LONDON-N W Ayer & Partners and Ayer Europe have severed their relationship, with Ayer Europe buying back the minority stake the U.S. agency still held in the European network. Ayer Europe can continue to use the Ayer name for the next six months while a new name, expected to be Interalia, is phased in.

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