Word: shapiro
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...real issue, says Arthur Shapiro, Seagram's executive vice president of marketing strategy, is equal access in a radically fragmented media landscape. "The use of electronic advertising for products like spirits has undergone change," he says, "and so have people relative to those changes." Translation: this is the jaded 1990s, and our ads are nothing compared to the stuff people see on cable and the Internet, so get off our case...
...likely. "Advertising for distilled spirits is already going after younger people," says Jeffrey Hon of the National Council on Alcoholism and Drug Dependence, citing recent Dewar's Scotch and Southern Comfort campaigns in such youth-culture bibles as Details and Rolling Stone. Shapiro says Seagram has taken "great pains that our advertising doesn't appeal to or aim at children," an iffy claim during a campaign that uses "Valedictorian" as a punch line. Why violate the ad ban? Market share. Hard liquor is slipping, and TV is where tomorrow's customers...
...said to O.J., 'Look, I'm sorry I got pissed at you, but I can't always make decisions just to please you.' 'No problem, Bob,' he said. 'Sometimes you just have to get in my face.'" --ROBERT SHAPIRO...
...director Alan Shapiro's script, Sandy (Elijah Wood) is a virtual orphan, with his generation's patented passive insolence, who is exiled to the Bahamas to live with his beach-bum uncle Porter (Paul Hogan). Sandy meets Flipper the dolphin and slowly opens up. The bad guys try to kill Flipper, and...Hands, class! Who wants to finish this plot synopsis...
CHRISTOPHER DARDEN His Shapiro-besting best seller changes image from study in ineptitude to profile in courage...