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FOR IMMEDIATE RELEASE: Fallon picks up additional Time as assignments Bob Geiger Star Tribune Published Jan. 25, 2003 Minneapolis-based Fallon Worldwide won additional business from 12-year client Time magazine this week, adding another chapter to the agency's award-winning trade work for publications. New York City-based Time named Fallon as its international agency of record, adding to Fallon's existing U.S. advertising for the news weekly. Fallon's "Red Border" campaign, which reflects the red border on Time's cover, won the Print Campaign of the 1990s award by The One Club, a New York City-based organization that sponsors a prestigious annual advertising awards competition. Trade advertising for Time, which boasts a worldwide circulation of 5.4 million, will be expanded to European and Asian markets in March, Fallon spokeswoman Tera Small said. Said Time magazine President Eileen Naughton: "Time is a powerful global brand, and its marketing messages need to support Time's positioning around the world. We are pleased to be able to extend Fallon's brand stewardship beyond the United States." Time's European advertising previously was handled by Wink, an in-house Time marketing agency, while the magazine's Asian advertising was created by the Hong Kong office of New York City agency Bates Worldwide. Fallon's New York City office, which bears primary responsibility for the Time account, will create trade advertising for the periodical in Europe. Fallon's Hong Kong and Singapore offices have been charged with creating Time's advertising in Asia. No billings for the additional work for Time were disclosed, although trade spending for well-known periodicals such as Time can far exceed those of lesser-known magazines or newspapers. The magazine aims to increase circulation and ad revenue in Europe and Asia. Fallon's international "Red Border" advertising will be aimed at the trade, while the current U.S. campaign targets both trade and consumers. Another well-known trade campaign created by Fallon was for Rolling Stone magazine. Fallon's campaign for Rolling Stone carried a Perception/Reality theme that contrasted knee-jerk assumptions of what the typical Rolling Stone reader must look like vs. the financial reality generated by market research. Fallon's international trade advertising for Time will help usher in the magazine's 80th year. Time already is Europe's top newsmagazine, with a circulation of nearly 600,000 across Europe. The magazine's circulation in Asia is 306,000. Ad spending to rise After two years of hard times for ad agencies, a major ad spending monitor has forecast a 3.3 percent growth in ad spending this year. "For 2003, we see a continued rise in ad spending,' said Steven Fredericks, president and chief executive officer of CMR/TNS Media Intelligence. "The spending growth seen in the last half of 2002 was clear evidence of a market rebound, and we believe the current economic upturn, while not robust, will continue to be reflected in the modest growth of advertising." CMR/TNS is forecasting first-half growth of 4.5 percent followed by a 2.1 percent second-half increase over 2002. The firm, a provider of strategic advertising and marketing communications data, predicts that Spanish-language TV ad spending will lead ad segments in growth, with a 9.2 percent rate of spending growth forecast. Other segments expected to exceed the overall 3.3 percent rate include Internet advertising, 7.4 percent; network cable TV, 4.8 percent; radio, 3.8 percent, and business-to-business magazine spending, 3.6 percent. Slower-growth segments include spot TV, 1.9 percent; newspapers, 2.6 percent; network TV, 2.7 percent, and consumer/Sunday magazines, 2.7 percent. Agencies add PR units Two public relations executives have joined Twin Cities ad agencies in separate efforts to build PR business units that serve ad agency and independent clients. Joining New Brighton shop Risdall Advertising Agency is Rebecca Lunna, who will be vice president and director of public relations. Lunna previously worked with the Mason Communications Group in St. Paul. Mason namesake Tom Mason has moved to Washington, D.C., to work as chief of staff for U.S. Sen. Norm Coleman. Assisting Lunna is Anne Marie Henich, an assistant account executive and recent graduate of St. Cloud State University. Launching a public relations group at Minneapolis ad firm Riley Hayes Agency is Gary Young, the former vice president of PR at Edina agency Kerker and founder of his new employer's Riley Hayes Young PR group. -- Bob Geiger is editor and publisher of the Geiger Report, 4924 Emerson Av. S., Minneapolis, MN 55409.Phone: 612-825-3217. E-mail: BGAE4924@aol.com. For more information, contact:
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