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SPINDEX

Published on .

ORBITING: Warner Bros.' "Space Jam" and Paramount Pictures' "Star Trek: First Contact" generated some of the greatest media spin of all holiday season movie releases tracked by SPINdex for the one-month period prior to this column.

The Michael Jordan-Bugs Bunny film attracted 185 electronic and print media stories in the SPINdex sample of influential media outlets, including 147,123 words of copy and 121/2 minutes of network news time. "Star Trek: First Contact" ranked third with 125 news media stories, including 24 newscasts.

Walt Disney Co.'s heavily hyped and cross-marketed live-action release "101 Dalmatians," drew 148 news stories and 16 minutes of network news time. Curiously, the season's most holiday-themed film, Twentieth Century Fox Film Corp.'s comedy "Jingle All The Way," bagged only 64 stories.

In its second marketing life cycle, Disney's "Toy Story" generated 17 stories, including six newscasts for its video release.

Joe Mandese is senior VP of Myers Reports. Mark Weiner is VP of Medialink Research.

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