Time Inc. adds Golf.com to its online stable
Continuing its efforts to expand online, Time Inc. bought the Web site Golf.com and the company that operates it, SirenServ. Time Inc. already runs Golfonline.com, which is Golf Magazine's Web site, and the Golf Plus section of SI.com; the company has not yet decided how those sites will collaborate with Golf.com. Golf.com, which offers professional-golf news and content for recreational players, has an average of 1.3 million unique monthly visitors, Time Inc. said. SirenServ had been controlled by a consortium that included NBC Universal, New York Times Co. and private owners. Michael Lazerow, CEO and founder, SirenServ, was named general manager, Golf.com and Golfonline. AdAge.com QwikFIND aar33s
Interstate unveils $10M effort for Wonder Bread
Interstate Bakeries Corp. last week launched its biggest ad push in a decade for Wonder Bread to back the notorious white bread's raft of more nutritious whole-grain offerings. The estimated $10 million TV and print effort from the bankrupt baker is an effort to stem the 9% declines Wonder has seen over the last year with the message that its 100% Whole Grain White Bread Fans and Made with Whole Grain White breads have all the taste of Wonder and all the nutrition moms are seeking. AdAge.com QwikFIND aar34k
Disney to reveal stars of post-Bowl theme-park spot
Walt Disney Co.'s traditional morning-after-the-Super-Bowl "I'm going to Disney World!" commercial is taking a different twist for its 20th anniversary. For the first time, Disney will reveal the player or players who will utter the famous phrase by projecting their image onto the side of a skyscraper in Campus Martius Park in Detroit, host of Super Bowl XL on Feb. 5, immediately following the big game. Then, on Monday, Feb. 6, the 30-second spot will air nationwide. The commercial, done in-house, is turned around in less than 12 hours for airing the following morning. This will be the 36th TV spot that Disney has done in the 20-year campaign. Most of the "I'm going to Disney World!" spots have featured football players following the Super Bowl, but Disney has gone off the gridiron for special instances and has used basketball's Michael Jordan and Magic Johnson, baseball's Barry Bonds, as well as 1988 Miss America Gretchen Carlson. AdAge.com QwikFIND aar34m
Heineken talks up Grammys via jukeboxes
Heineken went to the bar this week to tout its Grammy sponsorship using Ecast jukeboxes. Initial success has been much better than average with some 15% of customers clicking onto a branded Heineken mini-site and trivia game after making their music selections. The "Go Totally Live" promotion, created by Modem Media, features Heineken's Grammy sponsorship not only on Ecast's 5,000 jukeboxes, but also on the Web. Pricing for the interactive jukebox follows a Web model paid on a cost per thousand basis ($12 CPM for a full screen ad, for example). To date, Ecast's advertisers have been beer and spirits makers, but the company said it will announce a promotion with a "major wireless carrier" in a few weeks. AdAge.com QwikFIND aar33q
Mitchell back at helm of `Details' after 2 months
Chris Mitchell retook his old post atop Details magazine as VP-publisher, two month after quitting the Conde Nast Publications title to join a furniture company as chief executive. With his return, he succeeds Paul Jowdy, who will become VP-publisher, Bon Appetit. Mr. Jowdy succeeds Leslie Picard, whom Time Inc. hired this month as senior VP-corporate sales and marketing.
GE taps Henson to succeed Comstock as marketing chief
General Electric Co. named Dan Henson, an 18-year veteran of the company, as chief marketing officer. Mr. Henson, 44, replaces Beth Comstock, who in December was named president-digital media and market development at NBC Universal, a GE division. Mr. Henson, who reports directly to Chairman-CEO Jeff Immelt, was previously chief commercial officer for GE Commercial Finance.