The History Channel has dropped the beginning and end of its long held moniker and now wants to be known as "History." Says Nancy Dubuc, the network's executive vice president, "Our brand is, in the media landscape, synonymous with the genre of history, so I don't think it's presumptuous of us to call ourselves History." She adds that many viewers already refer to it that way and that using "Channel" drags down its efforts to establish the brand in other media like the Internet. The net has also changed its "H" logo to make it look bolder and …

Consumer magazines posted the highest increase in advertising revenue share of non-digital media categories in 2007, according to new data from TNS Media Intelligence. Last year, consumer magazine ad share hit nearly 18.5%, up from 17.5% in 2006. Meanwhile, U.S. Internet online display advertising also saw a share growth of one point -- from 6.4% to 7.4% -- while outdoor got a slight increase. That means consumer magazine advertising share is up about 2% since 2004, a bump the Magazine Publishers of America attributes to aggressive magazine marketing and advertising campaigns under a program it launched in 2005.

Coming onto its fifth anniversary, MSNBC's "Countdown With Keith Olbermann," will hit the big Peacock with a special edition to be broadcast on NBC March 30. The network special is aimed at showing what more than 1 million MSNBC viewers see each night and to further promote the fast-growing show. March to date, "Countdown" is averaging 402,000 adults 25 to 54, an 82% increase over last year, and holds a 9% lead over CNN's Election Center at the same time slot. It also leads CNN in total viewers with 1.1 million vs. 1.07 million. "Countdown" rolled out …

Boxing promoter Don King was in a Florida court this week as part of his battle with cable sports behemoth ESPN, which he alleges defamed him in a 2004 documentary, portraying him as a con artist. Attorneys for ESPN, a unit of Disney, have tried to get King's $2.5 billion suit thrown out but the judge wants time to deliberate. King, known for his flamboyant personality and big hair, has promoted Muhammad Ali and Mike Tyson. Three years ago, he sued ESPN over statements made in a "SportsCentury" documentary, claiming the program included false and damaging statements. And …

Three media moguls have apparently set their caps for Tribune Company's Newsday, the Long Island daily, according to insiders. The interested trio are Rupert Murdoch, head of News Corp. and owner of the New York Post; Mort Zuckerman, real estate developer and owner of The New York Daily News; and James Dolan, whose family controls Cablevision. The sale process is described as a "soft auction" wherein bankers approach a select group of buyers and could lead to various kinds of deals. Murdoch, for one, is considering a deal that would create a joint venture between the Post and …

The call girl scandal that brought down former New York Gov. Eliot Spitzer's has apparently prompted ABC News to greenlight a two-hour prime-time special on prostitution that will include Diane Sawyer at a legal brothel in Nevada. The "20/20" special, set to air Friday at 9 p.m. has been in the works for two years and had been expected to air in May or June before ABC moved it up. Says David Sloan, executive producer of ABC's newsmagazines, "It has taken a lot of time, and I think it's going to be very provocative." In the special, …

GSD&M's Idea City has rolled out its first new campaign for John Deere after snaring the business nine months ago. The effort is themed "Everything we've learned goes into everything we do." The debut TV spot focuses on the company's experience in agricultural equipment and features images of combines slicing through large swaths of land before showing a fellow mowing his lawn. "John Deere in the past has really focused on very emotional work, which is something we are doing also, but in a slightly different way," says Lauren Hood, an account supervisor with GSD&M. The agency has …

Ford is readying a new ad campaign to pump up its languishing North American business under the theme "Ford. Drive One." Developed under the guidance of new chief marketer James Farley, the effort was created by WPP's Team Detroit and replaces the automaker's "Bold Moves," approach. Ford CEO Alan Mulally has been trying to push a unified global brand message but before that happens, says one company insider, "we have to stop the bleeding in North America." Farley came to Ford from Toyota last fall, and "Drive One" sounds more retail-oriented. That's no accident as Farley has been …