Inside line: Flonase noses into a concert deal with SFX

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SFX inked a deal with Glaxo Wellcome for the marketer's prescription nasal allergy medication Flonase to sponsor SFX's new discounted "lawn seats" in 19 markets where it operates outdoor amphitheaters. The "SFX Lawn Pass Presented by Flonase" provides ground seating, where available, at outdoor concerts handled by Ticketmaster from now through this fall.

Valassis, Livonia, Mich., created 3 million four-color "Brand Bags" promoting General Motors Corp.'s 2002 Cadillac Escalade. The bags were wrapped around Sunday newspapers delivered April 8 to upscale households in 14 markets. Ads on the printed bags promoted that day's Masters golf tournament on network TV, where Cadillac advertised the new car model.

ESPN last week acquired B.A.S.S., the U.S.' No. 1 fishing organization, boasting 600,000 members. The deal for Montgomery, Ala.-based B.A.S.S. includes Bassmaster Magazine, published 11 times a year, and the Bassmaster Tournament Trail series of fishing competitions covered by Walt Disney Co.-owned ESPN and ESPN2.

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