Extra! EXTRA! Prized Account!

The power of the press has spurred several Bay Area agencies to clamor for a small but prestigious ad account. The San Francisco Chronicle is talking to shops of all sizes about its estimated $1 million business.
The incumbent, Wolfe/ Doyle, San Francisco, is defending against a long list of contenders that includes Odiorne Wilde Narraway & Partners; Citron Haligman Bedecarrƒ; Hoffman/ Lewis; Goodby, Silverstein & Partners; Hyett, Broadbent & Heimbrodt; Grant, Scott & Hurley; Young & Rubicam; Kirshenbaum, Bond & Partners, all in San Francisco; and Butler, Shine & Stern, Sausalito.
“The billings aren’t much, but it’s a coveted account because of its history and reputation,” explained one agency executive. “That’s why you see agencies like Goodby and Y&R taking the time [to pitch].”
Executives at the newspaper met with the agencies last week, and a list of four finalists is expected to be announced later this week. A final decision is set for January.
The selected agency will create broadcast and print ads. A source said the Chronicle, an old standard in the city, wants its future advertising to help the daily better compete against suburban newspapers.
–Jane Irene Kelly