For decades, the newspaper audience numbers that set ad rates have been measured by paid circulation. But with many people reading the paper only online - or as a "pass-along" -- the Audit Bureau of Circulations is readying the roll out of a system for counting total readership. The new data will encompass pass-along and Web site traffic. "It's important to realize that more people want what we produce today than wanted it yesterday," says Gary Pruitt, chairman and chief executive of The McClatchy Co. "Our total audience is growing. That's not an easy thing to do in …

Leo Burnett Co., hit by the loss last year of the Cadillac account, is back in good graces with General Motors, winning the Buick and GMC accounts from McCann Erickson and Lowe, respectively. GM, consolidating its Buick, GMC and Pontiac brands into one dealership channel, is also bringing the advertising to one shop. "This change is purely an operational business decision to strengthen our retail channel strategy by consolidating the advertising creative work for all the brands," says Mark LaNeve, GM's vice president of sales service and marketing. He adds that the automaker is not dissatisfied with either …

Oxygen is looking to aspiring female producers with a "Create-a-Series Comedy Competition." The grand prize is the production of a show and a run on the net's broadband channel SheDidWhat.tv hosted by Molly Shannon of "Saturday Night Live." The contest will run from June 26 to August 31st, and finalists will appear in New York before Shannon and a panel of judges. Final selection will be made Dec. 15. "Comedy is in Oxygen's DNA," says Cynthia Ashworth, senior vice president of Marketing for Oxygen. "It's a major part of our TV offering, and we're looking to expand that …

Typically, few political ads run in odd years, as there are no congressional or presidential races. But 2007 could be an exception. So many candidates running for the White House and no clear front runners - along with top states moving up their primaries to Feb. 5 -- means more political advertising will hit the small screen this year. "Broadcasters are counting down the days until 2008, not only with the presidential race, but also Senate races," says Mark Fratrik, vice president of BIA Financial Network, a consulting firm for the media industry. "But with the early …

A key U.S. senator has charged that media companies with graphic violence in their shows care more about short-term profits than long-term children's health. Sen. Jay Rockefeller (D-WV) thinks government should get involved, pushing legislation to rein in violent content. "I fear that graphic violent programming has become so pervasive and has been shown to be so harmful, we are left with no choice but to have the government step in," he says. But some other lawmakers, including Sen. Ted Stevens [R-Alaska] were less enthusiastic. "I think we have to tread a lot softer than you indicate," …

Domino's Pizza has put its $170 million account into review following a break with JWT. The process, which has just begun, will be led by chief marketing officer Don Calwell and will not use an outside consultant. The media portion, currently at MindShare, and JWT's field marketing duties, will stay put for now. In an email, JWT New York co-presidents Rosemarie Ryan and Ty Montague tell staffers that "in the past 5-1/2 years, we have helped double their business in size (and accumulated quite a few creative accolades for the work along the way)." But, they continue, "their needs …

Thanks to the U.S. Supreme Court, corporations, labor unions and special interest groups will be able to broadcast some of their issue advertisements right before an election. The court, in a narrow 5-4 ruling, reined in the reach of a 2002 campaign finance law that sought to limit the influence of money in politics. Writing for the majority, Chief Justice John Roberts says the law is unconstitutional as it was applied to ads such as an anti-choice group, which tried to broadcast right before the 2004 election. "The First Amendment requires us to err on the side of …

Pepsi-Cola Co. North America is about to put as much as $55 million behind its new energy/soft drink hybrid Diet Pepsi Max. In fact, the company is so pumped by its test results it will support the brand with two to three times its usual launch budget. The campaign is tagged, "Wake up, people!" The product is aimed at men, typically a hard sell for diet drinks. "I expect it will be a higher share than any recent innovation you've seen from us," says Kristina Mangelsdorf, director-trademark, Pepsi. "We had launched big flavor extensions, but ... they didn't …

ESPN will again offer poker fans the chance to watch the finals of the World Series of Poker live on pay-per-view and/or streamed on ESPN.com. This year's coverage will include new production elements and reporters and fan interaction with the players. "We are focused on delivering a unique viewer experience with access to players, commentators and information," says Jamie Horowitz, senior producer at ESPN. "With real-time text message and email communication available between their homes and the tournament in Las Vegas, fans will be part of poker's most exciting night in a way they've never been before." …

A crowded mixed martial-arts scene may get more congested. Producer Mark Burnett is linking with ProElite Inc. to develop a prime-time reality series featuring the red-hot sport. The deal calls for Burnett's company to produce the series with contestants signed by ProElite. The two companies would also pursue Internet extensions of the concept and share revenue from their various endeavors. According to insiders, ProElite approached Burnett, and there is no clear concept for the series. The firm already has some TV presence, as Showtime has been carrying live EliteXC matches for the last few months, after making an …