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Super Bowl XXXII drew a 44.5 national Nielsen rating and 67 share, giving it the third largest audience on TV ever with 133 million people seeing some part of the broadcast. It was a 3% increase over last year's game. "3rd Rock From the Sun," which followed the Super Bowl, drew a 17.3 rating in advertisers' most-coveted category of adults, 18-49 years-old. That was an all-time high rating in that category for the series.

Another loss for Kraft as Donchak leaves JWT

Kraft Foods saw yet another high-level defection at one of its agencies. Lori Donchak, worldwide account director at J. Walter Thompson USA, Chicago, announced plans to leave in the next few months. It comes a week after Grey Advertising, New York, announced Carol Herman, its longtime account director on Kraft, would be leaving and Scott Kulok, creative director, was also departing the agency. (Steven Blamer, exec VP-managing director, and Alan Kupchick, vice-chairman of Grey, Los Angeles, were named to succeed Ms. Herman and Mr. Kulock, respectively). In mid-1997, Leo Burnett USA's top account director on Kraft, Gary Singer, also left Chicago for D'Arcy Masius Benton & Bowles, St. Louis. That leaves only one Kraft agency with a longtime account director still on the Kraft business, Senior VP-Group Account Director Joan Black at Foote, Cone & Belding, Chicago.

Terry McGraw becomes CEO of McGraw-Hill

McGraw-Hill Cos. President-Chief Operating Officer Harold (Terry) McGraw III, the great-grandson of one of the company's founders, will become CEO on April 29. Mr. McGraw succeeds Chairman Joseph Dionne, who will relinquish the CEO title but remain chairman until the end of 1999.

`Texas Monthly' going

to Emmis for $37 million

Emmis Broadcasting Corp. is acquiring Texas Monthly for $37 million, plus the assumption of subscription liability. Michael R. Levy, founder and publisher of the 25-year-old monthly, said he has signed a letter of intent. Closing of the transaction is expected to be completed within 30 days. Mr. Levy, insiders said, will make $20 million from the sale.

PM brands show

gains in '97

Philip Morris Cos. said Marlboro shipments rose 5% in 1997 to a 34.1% share of industry shipments. PM, reporting its financial results for the year, said that at retail its brands accounted for 51% of all cigarettes sold, with Marlboro accounting for 35.2% of the total market at retail, up 1.9 share points. PM's Kraft Foods division also posted a 4% volume gain in North America for the year. PM's Miller Brewing Co., with new ads and aggressive pricing, boosted operating income 4.5% to $445 million.

Paxson adds Chicago

TV station to net

Paxson Communications Corp. said it acquired Chicago UHF station WCFC-TV for $120 million from Christian Communications of Chicagoland. The acquisition gives Paxson stations in all of the top 20 markets. Paxson plans to launch Pax Net in August.

Profit posted

by Think New Ideas

Think New Ideas, New York, reported net income of $473,000 in its second fiscal quarter ended Dec. 31, compared with a loss of $778,000 in the previous-year period, on revenue of $10.1 million, a 165% increase over a year ago.

New role for TBS

ad chief Heyer

Turner Broadcasting System's top ad sales executive, Stephen J. Heyer, was given expanded duties in a newly created post as TBS president-chief operating officer under CEO Terence F. McGuirk. Mr. McGuirk, who drops the president's title, remains TBS chairman. Mr. Heyer has been TBS president-worldwide sales, marketing, distribution and international networks group.

`Entertainment Weekly,'

exec to head `SI'

Time Inc. named Entertainment Weekly President Michael Klingensmith, 45, president of Sports Illustrated, succeeding Donald M. Elliman Jr., 53, who was named a Time Inc. exec VP. Mr. Elliman will work on various projects, including strategic consulting with Time Inc. New Media on advertising and sale. A successor for at Entertainment Weekly could be named as early as this week.

Engel leaving key

True North post

Mitch Engel, president of True North Communications' Associated Communications Cos., Chicago, has resigned. He will remain as a consultant with True North for one or two months, helping complete the merger of Bozell, Jacobs, Kenyon & Eckhardt with TN. He added that he plans to take the next six months off before deciding whether to return to advertising.

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