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TITLE: Advertising Age Magazine
[ Rare business and Advertising magazine! See FULL contents below!]
ISSUE DATE: Monday, September 26, 1983 Vol, 54, No. 41
CONDITION: LARGE sized magazine, Approx 15" X 11". COMPLETE and in clean, VERY GOOD condition. (See photo)

IN THIS ISSUE:
[Use 'Control F' to search this page. MORE MAGAZINES' exclusive detailed content description is GUARANTEED accurate for THIS magazine. Editions are not always the same, even with the same title, cover and issue date.] This description copyright MOREMAGAZINES. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17

COVER: HEALTHCARE Marketing.

HIGHLIGHTS:
TV-Cable Week's folding is having its repercussions. See Page 6.

Chesebrough-Pond's plans to back its new line of Chunky Garden-style spaghetti sauce with a $22 million ad campaign. See Page 10.

Nature's Wonder, a health beverage from Sweden, enters test in the U.S. this month as an entry in what is hoped to be a new-product category: The healthy snack drink. See Page 10.

The Washington Post is ready to enter the national publishing field with its National Weekly Edition, which has a 30,000 circulation guarantee. See Page 12.

3M launches a $10 million ad drive to make its videocassette tape "top-of-mind" in a cluttered, fast-growing market. See Page 12.

Levi Strauss & Co. is hoping to fill a niche in the middle range of the market with its new line of maternity apparel. See Page 14.

Radio Network Assn. is set to name Mutual's Arthur Kriemel-man its first president. See Page 14.

A congressional commission has recommended Public Broadcasting Service use "enhanced" on-air credits for program underwriters, but sales messages should remain off limits. See Page 20.

Alka-Seltzer has moved its advertising to McCann-Erickson from Wells, Rich, Greene after 13 years. See Page 20.

Television Bureau of Advertising is predicting a 16% to 18% increase in network tv ad volume this year. See Page 24.

Chrysler's Direct Connection performance parts division has doubled its ad budget as it targets various segments of the racing community. See Page 26.

Prince Matchabelli shows sign of recovering and is planning a major new-fragrance launch for 1984. See Page 30.

American Honda Motor Co.'s marketing is no longer so simple as it introduces a new line of Civic small cars. See Page 78.

CORPORATE CLOSEUP: Miller Brewing Co. is trying to maintain the nation's No. 2 brewer position while sales for its flagship brand Miller High Life continue to slide. See Page 4.

INTERNATIONAL Two German families, the Fassbenders in Viersen and the Bohns in West Berlin, feel differently about tv and express their views on the quality of programing. They represent two contrasting but typical postures toward tv in Germany. See Page 50.
The Swiss Consumers Assn. has charged that most mineral waters on the market in Switzerland are overpriced, unhealthy and promoted with false advertising. See Page 53.
When McDonald's Corp. opens its first Norwegian outlet in Oslo by the end of November, it will face an unusual marketing obstacle: The many hot dog stands that dot the city's streets. See Page 54.

VIDEOTECH Embassy Telecommunications has put together a barter movie night featuring titles not yet aired by the major networks.
It has already cleared tv stations reaching 85% of U.S. viewers. See Page 60.
Campbell-Ewald chairman Thomas Adams sees advertising on pay tv as a possible solution to escalating costs for sports rights. See Page 64.

MAGAZINE Financial services are a $6.3 trillion business in the U.S. and are becoming as diverse and numerous as the marketing strategies used to promote them. See Page M-4.
Healthcare Marketing: Once considered taboo for healthcare professionals, marketing techniques are now being applied across all segments of the healthcare field--including hospitals. See Page M-9.
"Adspeak" is the private language of the advertising world, and it doesn't take much to learn and "run with it." See Page M-30.

REGULAR FEATURES.
ACCOUNT CHANGES.
ADVERTISING MARKETPLACE.
AGENCY PEOPLE.
BOOKS IN BRIEF.
CON-SID-ERATIONS.
CORRECTIONS & CLARIFICATIONS.
EDITORIAL VIEWPOINT.
FOR THE RECORD.
GETTING PERSONAL.
MEDIAMOVES.
MEDIA PEOPLE.
NEW AD RATES.
PHOTO REVIEW.
PRESSTIME.
REGIONAL NEWS.
VIDEOTECH UPDATE.
VOICE OF THE ADVERTISER.
WORLD NEWS ROUNDUP.


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