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Internet Edition, March 29, 2000, Page 1


Michael Petruzzello, CEO of Shandwick North America based in Washington, D.C., is leaving the company after four years.

Additional duties are being given to Michael Murphy, deputy chairman, who becomes chief of global client services. Gerald Cassidy was appointed to the global executive team. Stephen Conafay, general manager of the New York office, was promoted to the executive team and named head of the seven eastern region offices.

Known for his ability to bring in new business, Petruzzello was previously a principal at the Bozell Sawyer Miller Group and with E. Bruce Harrison Co. ten years.


The Kamber Group, Washington, D.C., is mounting a five-year, $10 million membership recruitment and market share campaign for the International Brotherhood of Painters and Allied Trades.

Victor Kamber said the budget will be split evenly between advertising and PR.

The firm, which will create and place newspaper ads and commercials, also is preparing a video news release, newsletter and magazine.

Other new clients include the Brennan Center at the NYU School of Law, the National Alliance to End Homelessness, The Environmental Defense Fund, and the Center for Marine Conservation.


Deutsche Bank Alex. Brown has tapped the Baltimore office of Shandwick International to provide PR, advertising, special event, promotions and graphic design services for the celebration of the 200th anniversary of the founding of Alex. Brown. The deal is effective immediately.

Terms were not disclosed, but Kevin O’Keefe, managing director of Shandwick’s Baltimore office, said the account was in the "high six figures."

O’Keefe added that the firm’s Baltimore location was a critical factor in Shandwick’s winning the account, since Alex. Brown is also located in Baltimore.

Ken Kerrigan, VP on international at Edelman PR Worldwide, to Ernst & Young LLP, New York, as associate director. Kerrigan, 32, was with Hill and Knowlton as managing director, media relations. He will head PR for the national tax practice, reporting to Larry Parnell, director of PR.


BSMG Worldwide, Washington, D.C., has succeeded Edelman PR Worldwide/D.C. on the legal and corporate affairs account of Microsoft. Edelman continues to handle marketing and PR in the mid-Atlantic region. Microsoft is the object of a longstanding antitrust probe by the government. BSMG*s senior managing director Neel Lattimore heads the account.

Christopher Traina, 32, manager of CC, Matthew Bender and Co., publishing firm, to Saatchi & Saatchi, New York, as manager of corporate communications...John Fisher named VP-PR, Saatchi & Saatchi Rowland, Rochester, N.Y., formerly S&S Business Communications and now part of Rowland Communications Worldwide...Heidrick & Struggles/New York searches include Coca-Cola, Atlanta, chief communications officer; Union Pacific, Omaha, CCO; USAA, San Antonio, SVP, CC, and Merck-Medco, N.J., VP, marketing communications. Jean Allen and Laura McPhail are handling.

Internet Edition, March 29, 2000, Page 2


Lisa Ryan, a SVP and managing director, Heyman Assocs., an executive search firm, said staff turnover is epidemic in PR.

"The best agencies have staff turnover of 30% a year these days," Ryan told a recent PR seminar in New York for PR agency presidents.

"One agency had turnover of 80% last year, and 100% turnover is not unheard of," said Ryan, who cited one agency which lost 53 people in one month.

Ryan said many PR people believe staying in a job too long can be a "career killer."

"Employers know this and they often show it," she said. "Some are openly dismissive of their junior people. They reason that, since most young employees won't be staying long anyway, why make an investment in them? This lack of commitment becomes a vicious circle.

"At many agencies, junior people experience a crisis almost every day--a crisis that requires them to work long into the night. What they get in return is little appreciation and infrequent raises. After a couple of years, many of them leave PR altogether," Ryan said.

The people agencies do care about--the promising mid-level staff--tend to bail out when they've reached the account supervisor level and come under pressure to generate new business. It's something they don't know how to do," Ryan said.

"But no matter what pressures contribute to a person leaving, when people quit, nine times out of 10 the principal reason is the same: It's the behavior of their immediate supervisor," she said.

Some firms, she said, attracy and keep people by winning their loyalty every day--by communication, establishing a sense of belonging and showing people a career path.

Another key to reducing turnover is "choosing your managers carefully and helping them grow in their role," said Ryan.


Omnicom Group has acquired the Washington Speakers Bureau in Alexandria, Va.

Thomas Harrison, who is chairman/CEO of Omnicom’s diversified services unit, told this newsletter the sale was closed March 21.

WSB, a privately held company, books prominent people on the speech circuit worldwide.

Observers believe the acquisition signals Omnicom’s interest in acquiring supplier firms now that most of the large ad agencies and PR firms have been sold.

Harrison said the company’s acquisitions take two forms. "It’s either an acquisition that fortifies the capabilities we already have or it’s a company that takes us in a whole new direction.

WSB had revenues of about $15 million in 1999, according to The Wall Street Journal.

The company, which has 48 employees, currently represents about 90 people in politics, business, sports and media.


People for the Ethical Treatment of Animals has spiked the anti-milk campaign that asked college students, "Got...Beer!?"

Mothers Against Drunk Driving had complained that the anti-milk campaign, which was a parody of the dairy industry’s "Got Milk?" slogan, urged college students, most of whom are under the legal drinking age of 21, to drink beer as an alternative.

A spokesman for PETA, which is known for its publicity stunts, will distribute 1,000 PETA bottle openers to college students.

Internet Edition, March 29, 2000, Page 3


MTBE, an oxygen enhancer added to gasoline in 16 states to make it burn cleaner, may be the next national environmental media crisis, according to a report published by the Environmental Health Center, Washington, D.C.

The EHC, a division of the National Safety Council, said methyl teritary butyl ether (MTBE) is contaminating surface and groundwater from Connecticut to California.

Since the new year began, the MTBE controversy has been covered by the Dow Jones News Service, and several daily newspapers, including The Hartford Courant, Omaha World-Herald, Newsday, San Diego Union-Tribune, St. Petersburg Times, and The Wall Street Journal.

MTBE has been investigated on "60 Minutes," which concluded "It is threatening to become a national crisis" because 49 states have now detected MTBE in ground water at some levels.

Well owners in New York have filed a class action suit alleging major oil companies are responsible for drinking water contaminated by MTBE.

The Northeast States for Coordinated Air Use Management, a coalition of the American Petroleum Institute, Natural Resources Defense Council, and American Lung Assn., is calling for congressional action to change the Clean Air Act regarding MTBE, and put a cap on MTBE use in gasoline.


While some print publications lament the competitive threat from online services, Money magazine has been acquiring talent from the web world.

Recent hires include three former dot-com staffers, two authors and a Pulitzer Prize nominee.

They are: Leslie Haggin, former SmartMoney. com writer; Laura Lallos, previously markets and news editor for; Eric Moskowitz, senior writer at; Amy D. Marcus, previously at The Wall Street Journal, where she was a Pulitzer Prize-nominated writer covering the Middle East, and Nick Pachetti, previously at Worth mag.

Bloomberg is looking for an executive editor for Wealth Manager Magazine, a monthly read by financial planners and independent investment advisers.

Resumes should be sent to Human Resources, Bloomberg, Attn: EE, 100 Business Park dr., Princeton, NJ 08540.  E-mail: [email protected]; fax: 917/369-8339.

PEOPLE __________________________

Mandi Norwood is now editor of Mademoiselle.

Dan Ruby, former editor-in-chief of Knowledge Management Magazine, was appointed director of editorial services of, a wholly owned subsidiary of Freedom Comms., Irvine, Calif., which publishes 27 daily newspapers.

Tom Kenworthy, previously a reporter in the Denver bureau of The Washington Post, has joined USA Today to cover western resources issues.

Phyllis McGrady, former producer of ABC’s "World News Tonight," will run all hard-news programs, including "World News Tonight."

PLACEMENT TIPS ______________________

Doug Jehl, formerly Cairo bureau chief, was assigned to cover the environmental beat in the Washington, D.C., bureau of The New York Times.

Jehl, who succeeds Jack Cushman, wants to take the thrust of the Times environmental coverage outside of D.C. and around the U.S.

Sam Whitmore’s Media Survey, a web-based newsletter that tracks the computer industry’s key publications and websites, reports Fortune dedicated almost half of its editorial pages to high tech topics in 1999.

The measuring period ran from Sept. 6 to Dec. 27.

In the area of tech company/executive profiles, Fortune, with 22.25 pages per issue, topped BW, which had 16.38 pages per issue.

Fortune also provided more coverage of Internet topics than BW and Forbes., Irvine, Calif., which made its debut in June 1999, is delivering more than 100,000 click throughs a month, according to Mark Brutten, VP of brand marketing.

The website uses in-house and outside experts to provide product information in some 450 categories, including women’s and men’s apparel, toys, and baby products.

Productopia recommends up to nine of the best products available in each of the categories featured.

Susan Peterson Productions, Washington, D.C., said reporters on their media advisory board advise PR pros to adopt the "nut graph" technique.

The reporters from The Los Angeles Times and The New York Times said the fourth or fifth paragraph of a news story usually has an explanation behind the story and its relevancy to the larger audience, issue or industry.

Called the "nut graph," it clarifies the story and helps the audience relate.

By writing two to three sentences that identify the "nut" of the message, publicists can avoid that "what’s the point" feeling when pitching stories.

PR Newswire has started a website called "Media Insider" at

It will offer free access to PRN’s "media coffee" meetings, plus previously published media news.

The web will be updated daily with trend stories, service-related briefs and information on the media.

The site is edited by Dan Forbush, who is president of PRN’s ProfNet service.

Internet Edition, March 29, 2000, Page 4


Best-selling author Joe McGinniss, 58, will write a weekly column for, a new online network for soccer fans.

McGinniss said the last time he wrote a weekly column was 32 years ago while working for The Philadelphia Inquirer.

His first daily newspaper job after graduating from Holy Cross College in 1964 was covering Rye city news for The Port Chester (N.Y.) Daily Item.

McGinniss told the assembled media at the Official All Star Cafe, where the announcement was made, he never dreamed he would be writing column again. "This is the best medium to do it," he added.

U.S. National Soccer Team head coach Bruce Arena also has joined the new global soccer website as commentator and analyst.

Arena also will write a bimonthly column, host online chats and provide post-match analysis of the U.S. National Team's performance.

McGinniss' column will run every Tuesday, beginning March 28.

He said the column will be "irreverent without being sarcastic."

He plans to cover a variety of topics related to soccer.

He mentioned he is currently writing an article for GQ magazine about Roberto Baggio, the Italian soccer star whose missed penalty kick in the 1994 World Cup matches cost Italy the championship.

McGinniss also pointed out that Baggio has invested money in goalnetwork.

"Until today, I had not set foot in New York since July 18, 1994, the day after Baggio missed a penalty kick," said McGinniss, who lives in Massachussetts.

"I've never been able to come back because New York was too closely associated with the first real pain that soccer ever caused me. So I think my presence here today indicates how strong my commitment to is."

If readers disagree with something he writes in his column, he will make himself available on the website's chat group for discussions.

His books include "The Selling of the President," an account of the marketing of Richard Nixon during the 1968 presidential campaign; "Fatal Vision," an account of the Jeffrey MacDonald murder case, and in 1993, "The Last Brother: The Rise and Fall of Teddy Kennedy."

The website, which has 14 news bureaus around the world, offers live match results, news, exclusive stories, opinions and feature coverage from a worldwide network of international soccer journalists, along with a community section featuring message boards and chats.

Goal Media Group, the parent company of, is the brainchild of Craig Stoehr and Clive Toye.

Stoehr was an attorney at Latham & Watkins, counsel to the 1994 World Cup and Major League Soccer. Toye, the former president of the New York Cosmos, headed up the 1994 World Cup New York Host Committee.

Alan Rothenberg, chairman of the 1999 FIFA Women's World Cup and chairman/CEO of the 1994 FIFA World Cup, is chairman of Goal Media Group.

The company is headquartered at 36 East 12th st. 212/505-1414.

Meredith Halpern is communications director. 212/420-7541.


The New York Financial Writers’ Assn. has formed a search team to find potential candidates for the position of executive secretary.

Joyce Spartonos, who has held the position since 1978, is retiring.  She has lived in Arizona for the past three years.

The five-person committee consists of Dan Bases, who is NYFWA president, Myron Kandel, Sharon Gamsin, Susan Lisovicz and Art Samansky.

Kandel said the committee will be looking for someone who can do the job for the next eight years.


Charles L. Overby, chairman/CEO of The Freedom Forum, believes "a bigger news hole, where news touches every ad, and with porch delivery by 6 a.m.," can do more to boost daily newspaper circulation than a futuristic overhaul.

While many daily papers are struggling to keep household penetration at about 50%, Overby said the Democrat-Gazette in Little Rock, Ark., is thriving, with household penetration of about 78%.

The publisher, Walter Hussman Jr., told Overby, who is a former reporter and editor at The Jackson (Miss.) Sun, that two old newspaper ideas seem to be "working wonders":

--A large news hole, especially in the A section.

--Porch delivery by 6 a.m. for home subscribers.

Two other ideas also boosting circulation, according to Hussman:

--Free classified ads for individuals.

--News is withheld from the newspaper’s website until after 9 a.m. to preserve single copy sales.

MEDIA BRIEFS ______________________

The Wall Street Journal Europe's new look features color photos and a new third section, called "Networking."

The European news staff is also being increased by some 20% as the publisher tries to boost daily circulation to 140,000 from 83,000.

Fred Kempe is editor of Journal Europe, which is based in Brussels.

The new third section, which will focus on the "new economy," will feature daily rotating columns including "E-World" by Tom Weber; "Media Watch"; "Venture Capitals" by Charles Fleming; "Personal Technology" by Walter Mossberg, and the "Global Player" in personal investing, by Michael Sesit.

The section also includes a daily marketing/media page; a management page, and an ad column.

Success, which stopped publishing last May, is being restarted by Mayflower Capital, a Raleigh, N.C.-based company, which acquired the bankrupt New York-based magazine.

Victoria Conte, a former ad sales representative, was installed as publisher, and Ripley Hotch, who had been an associate editor of the now-defunct Nation’s Business, is editor.

Rhonda Sanderson, whose Highland Park, Ill.-based PR firm is publicizing the magazine’s return, said all freelancers who were owed money by the former owners have been paid.

The magazine will continue to run mostly articles about successful entrepreneurs.  It also will have new features on office products, E-businesses, franchising and direct sales.

The staff is based in Raleigh at 919/807-1100.

iVillage, the Internet site for women, has signed a lease for a new home at 500-512 Seventh ave., New York.

Life will cease publication with the May issue for the second time since it was started in 1936.

Isolde Motley, Life's last editor, may replace Landon Jones, the former managing editor of People and now the senior VP of magazine development, who is retiring.

Details, a magazine for men, published by Conde Nast, will shut down after its May issue.

It will resurface in October as a section in DNR (formerly Daily News Record), a men’s fashion trade paper published by Fairchild Publications.

Mark Golin was dismissed as editor.

Casual Living, a monthly trade magazine for casual furniture retailers and manufacturers, was acquired by Cahners.  It will be part of Cahners’ Retail Furnishings Group based in Greensboro, N.C.

Cheminne Taylor-Smith, formerly managing editor of Home Accents Today, was named editor.

Tri State Real Estate Journal, based in Washington, D.C., has opened a news bureau in Philadelphia to cover news from Harrisburg to Southern New Jersey.  The bureau is headed by Jeremy Feiler at 610/600-7761; fax: 617-0547.

Internet Edition, March 29, 2000, Page 7


The legal battle between PR publisher Paul Holmes and Colorado printing broker Robert Bell has entered its fourth year.

The most recent decision in the case was made March 8 by Judge Alice Schlesinger of the New York State Supreme Court. It rejected a challenge by Holmes to Schlesinger*s ruling that Bell can personally pursue collection of printing bills allegedly owed by Holmes* Editorial Media & Marketing Int*l to Bell and his company, Canyon Creek Productions.

EMMI conducts the annual Creativity in PR (CIPRA) awards competition and publishes the weekly "Inside PR" newsletter and the bi-monthly Reputation Management magazine.

CIPRA draws more than 1,500 entries from PR firms and client companies. Most of the major PR firms participate and some base extensive ad campaigns on the awards received.

Holmes, represented by attorney Steven Halperin, sought to show that the assignment to Bell of the right to pursue EMMI "is a sham," said the court paper. Schlesinger ruled, "the validity of the assignment is not a material issue as it does not relate to any of the claims made by the plaintiff or the counterclaim asserted by Bell. That decision is on appeal. The Appellate Division will decide whether or not to permit Bell to prosecute the counterclaim."

Bell Says Printing Bill Now $96,000

Bell said the original $56,000 printing bill to EMMI for the Nov./Dec. 1996 and Jan./Feb. 1997 Reputation Management issues is now $96,000 with late charges.

EMMI sued CC and Bell on March 4, 1997. One cause of action was for $5 million+. EMMI charged CC and Bell illegally kept ad mechanicals which were urgently needed for the next issue. Bell refused to turn over the mechanicals, which were mostly for ads placed by the major PR firms, until he had been paid for the two issues. He noted the previous printer of RM had sued EMMI for payment.

Most of the major PR firms are advertisers in the latest issue of RM (Nov./Dec. 1999), which was received in mid-March by one subscriber. Featured are 20 articles written by PR firm executives.

The Zimmerman Agency, Tallahassee, Fla., was omitted from O'Dwyer's Ranking of Independent PR Firms (NL 3/15). Zimmerman earned fees of $3,343,427 in 1999, making it #57 on the list. Also it was incorrectly reported that Alan Taylor Comms., New York, earned fees of $6,974,193 ranking it at #27. The firm actually earned $4,994,420 which puts it at #44.

Internet Edition, March 29, 2000, Page 8


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