3 Think Nationally at Next Media

Mission Pharmacal, MindSpring, Genie Eye U.S. Television Buys
DALLAS-Next Media here has parlayed a new business hunt into three new planning and buying accounts, all with the possibility of becoming national television media assignments.
Included in the mix is an estimated $5 million account with Mission Pharmacal of San Antonio. Also new to the roster is MindSpring Enterprises and Genie Automatic Garage Door Openers.
The duties for Mission center around its calcium supplement Citrical, developed to help prevent osteoporosis. The billings are estimated at $5 million for television, print and radio advertising for Citrical. TV buys will be on cable networks such as USA, A&E and CNN, as well as through syndicated programs represented by King World.
The Genie brand is owned by Dallas-based Overhead Door Co., a company which also markets Overhead and Horton Automatics garage door opener products.
Next Media principal Michael Ritzman said a network television campaign for Genie is slated for the fourth quarter to unveil a new product. Ritzman would not disclose the nature of the product nor billings on the account. He said the client has been “dark” for a few years in television advertising.
The most recent Competitive Media Reporting figures show Overhead Door’s advertising spending amounted to less than $1 million in each of the last two years.
Another major national network account possibility rests with MindSpring, an Internet service provider in Atlanta.
Although mum on details, MindSpring confirmed the hiring of Next Media for a possible “stab” at television advertising later in the year, according to client senior director of marketing communications Alex Kaminsky. To date, however, he said the company remains undecided about employing TV as an advertising medium.
Next Media was chosen following a review of undisclosed “smaller” shops and media specialists, said Kaminsky. He also noted the company is “in negotiations” to form a relationship with an undisclosed creative agency. MindSpring previously worked with Huey/Paprocki (print) and Match (radio), both Atlanta. ƒ