MICROSOFT TURNS TO ANDERSON FOR ENCARTA TV AD; SAATCHI LEVERAGES BRAND IN RENAMED RUMRILL;MAGAZINE AD PAGE GROWTH SLOWS IN NOV. TO 2%; AOL, TIME WARNER FORGE ANOTHER CYBER DEAL;MOBIL STICKS WITH DDB NEEDHAM FOR IMAGE ADS; BURNETT EDGES PAST $5B MARK IN BILLINGS; NEWS CORP.-MCI READIES IGUIDE FOR FEB. LAUNCH;POLITICS AND ONLINE SHOPPING.; BIG NEWSWEEKLIES RAISE AD PRICES 4%-7%;VISA GIVES MEMBER BANKS CREDIT IN NEW WEB SITE; WB, UPN MERGER TALKS COULD BE REVIVED;IT FROM HAPPENING; PAPER PICTURE STAYS DIM FOR PUBLISHERS

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REDMOND, Wash.-Microsoft Corp. broke a 30-second cable spot Dec. 10 for the Encarta World Atlas CD-ROM, marking the first time the software company has gone to Anderson & Lembke, San Francisco, rather than Wieden & Kennedy, Portland, Ore., for TV. Anderson this week expects to hire a new head creative director, which could poise the agency to pursue other Microsoft TV projects.

ROCHESTER, N.Y.- Saatchi & Saatchi Business Communications is the new name of Rumrill-Hoyt effective today, Business Marketing reports. Rumrill CEO Tim Cronin, who keeps the title, said the change "leverages the equity of the Saatchi brand for the first time in the global business-to-business market." The network, with offices in the U.S., Europe and Asia, is positioned to help U.S.-based companies globalize their brands.

NEW YORK-November ad pages in consumer magazines totaled 21,466.8, up 2% compared with a year ago, Publishers Information Bureau reported. Though still showing gains, the growth rate is decidedly slower than it was throughout most of 1995, with growth of 6.3% reported through October. Computer and food remained strong in November, growing 35.9% and 24% respectively in revenue compared with a year earlier. Year-to-date, ad pages totaled 190,010, up 5.8% from the year ago period; ad revenue was $9.2 billion, up 12.7%.

VIENNA, Va.-America Online and Warner Bros. Interactive Entertainment this week will announce they are working to develop original, ad-supported content for the online service and the World Wide Web. AOL Services Co. President Ted Leonsis confirmed the deal, the second in just more than a week between AOL and Time Warner, which recently pulled Time from AOL. AOL and Time Inc.'s Pathfinder will link to create a health and fitness service, jointly owned by both entities. Mr. Leonsis said AOL has no ownership stake in the Warner Bros. venture.

FAIRFAX, Va.-Mobil Corp. will retain incumbent DDB Needham Worldwide, New York, for its image advertising account. Mobil had been quietly reviewing the business with a limited number of unnamed agencies.

CHICAGO- Leo Burnett Co. said its worldwide billings this year will top $5 billion for the first time. The agency, the largest in the U.S. by employees and revenue, estimates '95 billings will increase 13.3% to $5.2 billion worldwide. It projects U.S. billings will increase 10.1% to $2.5 billion.

NEW YORK-The News Corp.-MCI joint venture last week announced internally that its online service has been named iGuide, with a launch expected in February. The Web-based iGuide will be advertiser-supported, with content areas including news, sports, p Acer trims $20M review to three shops

SAN JOSE, Calif.-Acer America Corp., preparing for its move into TV, narrowed the review on its $20 million account to Anderson & Lembke, Hal Riney & Partners and Citron Haligman Bedecarre, all San Francisco. Lai Venuti & Lai, Santa Clara, formerly handled.

NEW YORK-The three major newsmagazines all said they were boosting ad prices while holding rate bases steady, effective with the first week of January. Newsweek said it was jumping its ad prices 7%, pushing the price of a color page to $143,765; Time said it was boosting the ad rates for its main national edition only 4% to $107,000 but holding the line on some of the smaller demographic editions. U.S. News & World Report is expected to announce a 7% increase today, pushing the price of a color page to $93,900.

SAN FRANCISCO-Visa International next month will unveil its revamped World Wide Web site on the Internet (http://www.visa.com), and for the first time it will offer hot links to the Web sites of its member banks issuing Visa credit cards. CyberSight, Portland, Ore., handles Visa's Web site efforts.

NEW YORK-Efforts are being made to resurrect merger talks between Time Warner's and Tribune Co.'s WB and Viacom's and Chris Craft Industries' UPN networks, Viacom CEO Frank Biondi said at the PaineWebber Media Outlook conference last week. Mr. Biondi described such a merger as a "good idea," but said numerous details have kept Gap develops appetite for selling food

SAN FRANCISCO-The Gap is moving into the food business with a 10-store test of more than two dozen packaged candies, nuts and cookies and coffee shops at its Old Navy discount stores.

NEW YORK-There was no bright news for print-based media contained in the annual capacity survey from the American Forest & Product Association released Dec. 8. Newsprint capacity is expected to grow only 0.3% per year from 1995 through 1998. The two major grades of papers favored by magazine publishers are also expected to remain in tight supply with expansion rates below historical norms. Coated groundwood capacity will average only 1.4% growth for the 1995-98 period. One minor bright spot: Coated freesheet will have a 3.1% annual growth rate.

Newslines ... Dell Computer Corp. is expected to begin its first major national TV campaign in February, with ads from Goldberg Moser O'Neill, San Francisco. ...Apple Computer is suspending its existing holiday network TV campaign and using the time to air a spot from BBDO Worldwide, Los Angeles, focusing on Apple's Internet strengths. The spot breaks tonight...RJR Nabisco Holding Corp. Chairman-CEO Charles "Mike" Harper, citing family reasons, said he would give up his CEO post. RJR's board named former general counsel Steven F. Gladstone to succeed Mr. Harper...California Air Resources Board is backing down from a requirement that car companies sell 20,000 pollution-free cars per year in 1998 but in return may ask automakers to drop an industry media campaign against electric cars, Automotive News reports.... Michael P. Schulhof was ousted as president of Sony Corp. of America in a move that could lead Sony to abandon his strategy of tying consumer electronics production to control of creative ranging from movies to music. Sony Corp. Chairman Nobuyuki Idei will now have direct control of the U.S. Sony business.he senior VP-publisher post at McCall's earlier this year in a realignment at Gruner & Jahr USA Publishing....ABC News unveiled plans for a 24-hour news channel to launch in early 1997. ABC said it plans to spend the next year cobbling together distribution arrangements on a non-exclusive basis with cable system operators, telecommunications companies and others, including direct broadcast satellite outfits....Warren Flick, 51, to president-general merchandise manager of U.S. Kmart stores and exec VP of Kmart Corp., Troy, Mich., from chairman-CEO of Sears de Mexico. Kenneth Watson, exec VP-marketing and product development, will report directly to Mr. Flick....Bell Atlantic Nynex Mobile, Bedminster, N.J., to Bozell Worldwide, New York, as agency of record for its estimated $50 million account. The account was previously handled by four agencies: W.B. Doner & Co., Baltimore; Erwin-Penland, Greenville, S.C.; Mason & Madison, New Haven, Conn.; and J. Walter Thompson USA, New York.... , currently marketing director of the Newspaper National Network, is expected to jump to the sports/leisure division of the New York Times Magazines as corporate marketing director.

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