• by February 18, 2004

WHEN THE GOING GETS TOUGH, THE TOUGH GET, GONZO? -- We admire the sage advice of Vince Lombardi as much as the next media titan, but were surprised by Michael Eisner's "best defense is a good offense" response to Comcast's hostile bid to acquire Walt Disney Co. Eisner was probably right to think that a quick, decisive acquisition would transform market and press perceptions of Disney from being the hunted to being a hunter, we only question the symbolism of its target: Kermit, Miss Piggy and Fozzie? Wocka, wocka, wocka. Sure, the Muppets are great intellectual properties, but they're not exactly the kind of enterprise-transforming deal that's bound to throw Comcast's Brian Roberts off the scent. In fact, the Muppets have traded hands so many times lately - from The Jim Henson Co. to Germany's EM.TV and back to Henson - that they seem almost like damaged goods. The reality is they're a great fit and belong inside the Disney family of characters. The big question remains whether Disney will remain inside its family or the Roberts'?

ARE YOU EXPERIENCED? - Just as our colleagues at MediaDailyNews reported today on a new magazine "reader experience" study from Monroe Mendholson Research, the Riff gets a call from the Magazine Publishers of America noting that the trade group has introduced some new applications of the reader experience study it introduced in October. While the new "tool kit" doesn't include the kind of title-specific data that MMR's study is offering, MPA executives say the tools do allow publishers to insert their own data on their magazine readers to determine what experiences resonate most and how they compare to the magazine medium at large. It's a small step, but should generate new insights for publishers. But why isn't the MPA offering a similar tool for advertisers?

IS PRIMEDIA DRESSING UP FOR A SALE? -- We've got to hand it to Kelly Conlon for keeping Primedia's boat afloat longer than many had expected. Instead of contracting - and ultimately being broken up - like the pundits predicted, the Primedia chief is actually expanding its publishing enterprises. But we're not sure Primedia's new launch will make up in the buzz department what it likely lost by the sale of New York magazine. The new title, Modern Uniforms, is aimed at, what else, the uniform apparel marketplace. And while it is a logical extension to Primedia's existing title in that category, Wearables Business and Stitches magazines, it's probably not going to put Primedia back on the media giants list any time soon.

SHE SOFTENED HANDS WHILE YOU DID DISHES, NOW WE BID HER OUR FONDEST WISHES -- The Riff is feeling sadder and a little more chafed than usual today on the passing of Jan Miner, the commercial actress who was best known as Madge the manicurist in the popular Palmolive ads. Miner played the character for 27 years, always singing the praises of the dish washing liquid to the customers who found her soaking her hands in it. She was 86.