PRINT-SAVVY EXECUTIVE -- DOROTHY SCHATZKIN-HIGGINS

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The first time Dorothy Schatzkin-Higgins really thought about media she was a student at Amherst College -- among the school's first class of women graduates in 1976 -- noticing a De Beers Consolidated Mines diamond ad in Newsweek she found so sparkling, it inspired her on to a choice of careers.

"It was a profile shot of a 'Waspy' woman, blond hair and diamond-studded earrings, and a few copy lines like, 'You can serve dinner for 12 at the last minute. You attend the opera regularly. You bake brownies for the children every day.

This diamond's for you,' " recalls Ms. Schatzkin-Higgins, 45, VP-planning director at CIA VSM Media, New York. "The way it told women what the qualities were that signified success and achievement, I was just hooked. I decided I want to do that."

RADIO & TV MORE PASSIVE

Clearly, she's had ample opportunity to offer input as she oversees the aggressive growth in budget and breadth of advertising strategies for brands such as Barnes & Noble.

"I think print is the most engaging medium to work with on our [the media planning] side. Radio and TV are a little more passive than print. The print medium is the first truly interactive medium, I think the Internet's a little late on that claim," she says.

Ms. Schatzkin-Higgins always has been a staunch proponent of print -- particularly magazines -- throughout her career.

Her focus has served her well. She is well regarded in the industry as a professional with an understanding and appreciation of editorial content, especially as it relates to advertising.

"Dorothy Schatzkin-Higgins, she gets it," says David Carey, publisher of The New Yorker, who has worked with her for the last five years. "Dorothy uses a lot of quantitative input, but she also uses her gut. She understands the role of print in the world today, in terms of what messages play the best in different environments."

Ms. Schatzkin-Higgins began her media-planning career as an assistant media planner at Benton & Bowles, New York, in

1976. From there, she went to Wells, Rich, Greene, New York, as a planning supervisor focusing on Procter & Gamble Co. Later she became a media supervisor at Ogilvy & Mather, New York, on General Foods Corp. and Longines Wittnauer.

Ms. Schatzkin-Higgins says as she watches the industry evolve, she has come to the conclusion that the magazines medium is more important than ever as a planning tool.

Media are "so fragmented now, and people's relationship with media is so much more selective," she says.

"Magazines are still the best relationship medium out there. People might have a few TV programs they follow, but they're not going to relate to them on the

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