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Intel Corp. introduces Celeron chip

Intel Corp. will introduce Celeron next month as its belated entry into the market for low-cost home PC chips. The launch of Celeron marks a shift in Intel's focus on promoting only its new high-end products. Intel said it will run ads for its family of mainstream PC chips -- Pentium II and Celeron -- but doesn't plan ads specifically about Celeron. PC makers will get "Intel inside" co-op money when they buy the chip. Later this year, Intel will introduce a new high-end chip.

`Newsweek' taps Carolyn Wall as publisher

Newsweek surprised the magazine industry by naming Carolyn Wall as its new publisher. Ms. Wall was most recently president of WBIS-TV, New York, before it was bought by Paxson Communications Corp. in May. Ms. Wall succeeds Greg Osberg, who went to C-NET as president-sales and marketing. Newsweek Editor in Chief Richard Smith adds the title of chairman and Harold Shain, exec VP, becomes president-chief operating officer.

`Prevention' studies DTC Rx advertising

Prevention will conduct an independent consumer survey to assess the impact of direct-to-consumer prescription drug advertising, in response to Food & Drug Administration requests for data on the impact of DTC promotional messages. Results, due out by summer, are hoped to reveal how consumers learn about prescription medicines and whether those messages initiate a dialogue between patient and physician.

Nike does its part to fight truancy

Nike's new Air Jordan 13 shoe will be released on March 28 -- a Saturday. The decision to introduce the shoe on the weekend -- at the request of Michael Jordan -- is due to reports that kids skip school when the shoes are released during the week. The original release date for the shoe was to be March 25, a Wednesday.

FedEx ads support Sunday service

Federal Express Corp. is touting its new Sunday delivery service with a new campaign. "FedEx delivers another day of the week" is the tagline for ads running in national newspapers and business publications as well as on cable and broadcast TV in major markets. BBDO Worldwide, New York, is the agency.

Big ad push set for Gardenburger

Gardenburger, marketer of frozen vegetarian patties, breaks a five-week $10 million national TV campaign May 4. This is its first national campaign and it includes a spot on NBC's "Seinfeld" finale. Hal Riney & Partners/Heartland, Chicago, handles.

`ESPN' first issue hits newsstands March 11

ESPN The Magazine launches this week with a rate base of 350,000 and 107 ad pages from advertisers including AT&T Corp., General Motors Corp.'s Pontiac Firebird, Nike, Nintendo of America and Polo/Ralph Lauren, according to Michael Rooney, president-publisher of the every-other-weekly title. ESPN is a joint venture between Hearst Corp. and ESPN parent Walt Disney Co.

Siemens appoints JWT as expected

Siemens appointed J. Walter Thompson Co., Frankfurt, to handle its $100 million-plus global account, as expected (AA, Feb. 9). JWT beat finalists Ammirati Puris Lintas, Hamburg, and BBDO Worldwide, Duesseldorf, for the account, previously splintered among shops globally. Separately, Siemens just announced a three-year deal as a global sponsor of Formula One races.

A&W spokestoons: Blondie and Dagwood

A&W Restaurants is enlisting the well-known husband and wife team, Blondie and Dagwood Bumstead, from "Blondie" the cartoon strip, to promote its 1,000-unit chain. TV spots are running first in Detroit. Fitch Inc., Ann Arbor, Mich., handles the new regional TV, radio, print and point of purchase campaign. A&W's total ad spending is estimated at $10 million to $12 million this year.

Ad drive set for new Sony videogames

Sony Computer Entertainment of America began a multimillion-dollar ad push for its "Greatest Hits" line of best-selling videogames for its PlayStation platform. The campaign will be anchored by a TV spot for the line's newest title, "Tomb Raider," which qualifies for the line by virtue of selling 150,000 units. The spot will air on network and syndicated TV. TBWA Chiat/Day, Venice, Calif., handles.

Golfer Casey Martin signs with Hartford Life

Hartford Financial Services Group signed golfer Casey Martin to a two-year endorsement deal. Mr. Martin recently won a controversial court decision that allows him to use a golf cart on the Professional Golfers' Association Tour because he suffers from a circulatory disorder. Woolf Golf, Boston, brokered the deal. Mr. Martin will carry the Hartford logo on his golf bag and make personal appearances.

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