FOR THE RECORD: QUAKER BEGINS SEARCH TO REPLACE SMITHBURG: HAGGAR PICKS GSD&M AFTER GOODBY CONFLICT: CHESTER GORE DIES; PIONEERED MAG INSERTS: STRIDE RITE TO MARKET LEVI'S FOOTWEAR LINE: DISCOUNT CHAIN TRIES 'BIG KMART' STORES: MICROSOFT PASSES IBM IN COMPUTER AD RANKING: REG BRACK RETIRING FROM TIME IN JULY: BURKE NEW PRESIDENT OF ABC BROADCASTING: NAA PICKS JERRY & KETCHUM FOR IMAGE ADS: MIRAMAX CREATES IN-HOUSE AGENCY

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Quaker Oats Co. launched a restructuring program and said a search committee has been formed to find a successor for embattled Chairman-CEO William Smithburg. It also reported a $1.3 billion operating loss for its first quarter, reflecting the pretax loss expected from its sale of Snapple. The company said Mr. Smithburg, its CEO for 16 years, had asked Quaker to "formalize an orderly succession plan." It said Mr. Smithburg "in the interim will continue to lead the organization and implement the company's refocusing efforts." No date for his departure was specified. Included in the restructuring plan is the possible sale of unidentified "non-core" businesses, a more targeted approach to international expansion, unspecified cost reductions and a share repurchase program.

Haggar Clothing Co. moved its estimated $10 million account to GSD&M, Austin, Texas, from Goodby, Silverstein & Partners, San Francisco. Goodby recently added Nike's apparel account, creating a conflict in the companies' golf lines.

Chester A. Gore died April 19 at Lenox Hill Hospital in Manhattan. He was 78. Mr. Gore was president and creative director of Chester Gore Co., which he founded in 1955. Mr. Gore is credited with pioneering the use of preprinted magazine inserts. He also served as a director of the American Association of Advertising Agencies and the National Advertising Review Board. His widow, Gerie Gore, is VP of Chester Gore Co.

Stride Rite Corp. will market a line of Levi's footwear for men, women and children beginning next year under a licensing pact with Levi Strauss & Co. The footwear will coordinate with Levi's clothing and sell in department, specialty and footwear stores. Foote, Cone & Belding, San Francisco, which handles Levi Strauss and Stride Rite's Keds shoes, is the agency.

Kmart Corp. is rolling out a new "Big Kmart" marketing and merchandising strategy. Kmart Chairman-President-CEO Floyd Hall said the company's traditional stores will be converted to "Big Kmart" stores over the next three years, with brighter lighting and wider aisles. The design is intended to increase shopping frequency and includes a realignment of departments. In a separate development, Kmart has parted with pro golfer Frank "Fuzzy" Zoeller over remarks he made concerning Tiger Woods' Masters tournament victory. Mr. Zoeller had appeared in Kmart sporting goods ads and promotions.

Computer advertising in 260 U.S. technical and business publications jumped 7% to 47,000 pages in the first quarter vs. the same period a year ago, with estimated spending advancing 15% to $604.1 million, according to Adscope. Microsoft Corp. swept past IBM Corp. into first place among advertisers, boosting pages 37%. No. 1 Ziff-Davis' pages edged up 3.9%, followed by International Data Group, down 1.5%. Among the top 10 publications, only IDG's Computerworld and PC World saw ad pages fall.

Time Inc. Chairman Reginald K. Brack Jr., 59, will retire in July after 35 years with the publisher. CEO Don Logan, 53, will assume the chairman's title. For the last three years, Mr. Brack functioned largely as an ambassador for Time Inc. as the company's top officer. Mr. Logan was named president-chief operating officer in June 1992, and CEO in 1994.

Steve Burke was named president of broadcasting, a new post at ABC Inc., from exec VP. He will be responsible for ABC's 10 owned TV stations and 21 owned radio stations and Buena Vista TV, the domestic syndication unit of ABC parent Walt Disney Co.

Newspaper Association of America has hired Jerry Della Femina's Jerry & Ketchum, New York, to create a newspaper image campaign. The aim of the campaign will be to increase circulation, readership and advertising. It will target consumers and advertisers. Ads in the campaign also will promote reading, education and literacy. The campaign is planning to use cable, spot TV, trade publications, outdoor advertising and newspapers.

Walt Disney Co.'s Miramax division has formed Miramax Advertising, a full-service, in-house agency to handle print creative and print media buying. The studio says the division will treat each of its various film brands-Miramax,

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