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"You've got mail!" Yeah, but what if we're among the 8 million Americans waiting On Line to get through Steve Case's busy signal? The mail gets through rain, sleet and snow, but not AwOL's overburdened modems. OK, so maybe we'll get off Steve's case now that he's so charitably agreed to give money back to disgruntled customers (see related story on Page 59). Speaking of being nice, don't look for the friendly folks at Microsoft to come out trashing AOL. "The level of maturity in the market is such that every player goes through growing pains," says Microsoft Network mktg. boss Bill Miller. "Focusing on that to short-term gain is probably not a great marketing strategy-although it might be fun." Fun, as in CompuServe's anti-AOL Super Bowl spot, created by Resource Marketing in Columbus, Ohio. The spot urged viewers to call 1-888-NOT-BUSY, but it was busy for at least 10 minutes after the spot aired.

'BW,' Disney mull new magazines

Business Week, which has a demographic "Enterprise" edition for small-business owners, may spin out a new magazine for that market. "We're looking at the potential of a magazine launch," says Publisher David Ferm, "but we're a long way from a green light." Over at Disney land: While the company may sell off the old Cap Cities publishing properties (see related story on Page 1), insiders say consumer-oriented Disney Magazine Publishing still has two potential launches-ESPN Magazine and a personality-driven mag about the literary world, Books First.

Such a buzz over 2 titles

Are you looking at Look and Women's Circle? Your customers may be. In a survey in which Ladies' Home Journal showed magazine logos to consumers, 5% said they'd looked at Look in the past 30 days. One-third had seen Women's Circle. Minor problem: Look died two decades ago, and WC doesn't exist.

Simon makes ultimate cold call

Super Bowl ads are so glamorous. Consider Doug Simon, director of D.S. Simon Productions, who trekked with the Publishers Clearing House prize patrol to Sudbury, Ontario, to do a live post-Bowl spot handing over $10 million to contest winner Beata Sankiewicz. Temperatures of 19 below knocked out a generator, leaving Simon with no power and dead phone lines. Power returned, so the contingency plan-producing the whole thing with a satellite truck-wasn't needed.

Benetton . . . David Ogilvy

Benetton this fall will do something revolutionary in its U.S. ads: show products. Benetton's last pure "image" ad runs this spring, showing a black hand with white rice to demonstrate support for food aid programs. . . . "Advertising on Ogilvy," a 23-minute documentary on the legendary David Ogilvy, makes its U.S. premiere Feb. 24 at the Museum of Television & Radio in NY. Charlotte Beers & O&M host the event.

Compiled by Bradley Johnson with news from Alice Z. Cuneo, Rachel Federman, Keith J. Kelly and Chuck Ross.

Got an Adage? Tell Brad by phone, (213) 651-3710, ext. 111; fax, (213) 655-8157;