In a reversal of position, the Walt Disney Co. board might split Michael Eisner's job into two, with Eisner retaining the title of CEO and the chairman going to someone else, perhaps presiding director and former U.S. Sen. George Mitchell.

A few weeks back I set out to examine how CNN's American Morning could have such low ratings, even though co-anchor Soledad O'Brien and her colleagues do a fine job and have the best-known news brand in the world behind them. As time went on, a more important question occurred to me: Is CNN doing everything it can to attract new viewers regardless of time slot? The answer, interestingly, is no.

They were young and old. They came from near and far. A few wore mouse ears and snapped photos like tourists on vacation. Some were curious onlookers, but most were angry shareholders of Walt Disney Co.

The Super Bowl is supposed to be the biggest day of the year for advertising, but when measured against the Academy Awards this year, it seems, well, hobbit-size.

Competition for readership in the nation's largest Hispanic market intensified with the debut of Hoy, a Spanish-language newspaper published by media giant Tribune Co. that will vie for market share with longtime Southern California daily La Opinion.

Adweek's list of the top 10 magazines of 2004.

Two months after joining A&E Television Networks as executive vp of ad sales, Mel Berning has restructured the division under him. Diane Donahue has left her post as senior vp of ad sales, eastern region, to pursue other opportunities, and four other AETN executives were promoted.

As Walt Disney Co. prepares for its annual meeting in Philadelphia later this week, speculation runs rampant not only over the fate of Chief Executive Officer Michael Eisner but also who might replace him. One favorite: News Corp. COO Peter Chernin.

Yet another blow to the credibility of the measurement systems media folks have relied upon for years.

The cola giant's quest for brand loyalty is leading it away from 30-second TV spots.