Page 14-Saturday, August 15, 1981-The Michigan Daily
'M' grad promotes CBS Sports
By RON POLLACK
Daily sports writer
Year in and year out, Michigan alumni find jobs in
the field of sports. Former Wolverine gridders can be
found on professional rosters and playing fields
throughout the nation. Other former Michigan
students can be found earning a living on baseball
diamonds, tennis and basketball courts, hockey rinks
and golf courses.
But for Michigan graduate Keith Johnson, a career
in sports exists off the playing field. Johnson works
for CBS Sports where he is manager of advertising
and media services.
"THE ADVERTISING end of it has to do with the
administrative duties and all of the print advertising
in a newspaper, said Johnson, explaining his job. "It
is an ad that promotes whatever we'll have on TV on
the weekend whether it be NBA basketball or
whatever. The other side is media planning. This is
deciding what markets we advertise in."
When a newspaper ad is developed, Johnson is in-
volved in numerous aspects of its production. "I write
the copy," said the 1973 Michigan graduate. "I help in
choosing photos. I work with other people on how it
looks. I help on overseeing production and see that it
is sent out on time."
Johnson said that he finds his job enjoyable and
challenging becuase of its "pace and unpredic-
tability."
"IT'S FAST MOVING and there are no rules for
what to do," he said. "You can improvise and it's
never dull. There's always something going on. A lot
of times things change quickly. Sometimes it moves
too quickly. It's not a drawback, it's just the way it is.
You have to be on top of everything, because things
can change so quickly. I may be doing an ad for an
event and they may rearrange the schedule, and it
happens near deadline. You have to start over and
move quickly."
Promotion of a sporting event to be shown on CBS
during the weekend takes place for only a very short
time span. "(Advertisements) are almost ex-
clusively for the upcoming week," explained John-
son. "One ad will run Friday for Saturday's program
and Sunday for the Sunday program. "I'm not sure
that it would help to advertise two weeks in advance.
People might forget the ad by the time ofthe event.
There's no scientific proof, but I just think that's
logical. Running an ad two weeks in advance might
confuse people. They might say, 'is the show on this
weekend or next?' "
Johnson also said that the shows that air on ABC
and NBC in the same time slot as the one he is adver-
tising are not givern consideration insofar as what
kind of promotional campaign is used. "We usually
will go with what our strongest sales points are, not
what they will be running."
JOHNSON DID NOT begin working for CBS im-
mediately after college. Prior to his current job, he
worked for a Detroit advertising agency. One of the
agency's accounts was CBS Sports, and Johnson ac-
ted as a liaison between the two parties. Through this
contact, Johnson was offered a job at CBS, and he
began working for the TV network last November.
The change in jobs has allowed Johnson to go to
numerous athletic events. "Since I've been here I've
been to the Belmont Stakes, the U.S. Open (tennis),
and basketball and football games," he said. At the
events, I have no function other than to observe. I just
get a first hand look and a feel for it as opposed to
seeing it on TV."
Since he left the advertising agency, Johnson's
professional dealings in Detroit have diminished con-
siderably. "We haven't advertised in the Detroit area
lately. We have five markets that the network owns
stations in, and in all the other markets the network
only has affiliates. The FCC says that you can only
own five stations. Our policy has generally been to
advertise on the stations owned by the network,
before advertising on the affiliate stations," Johnson
said, referring to the fact that channel 2 is a CBS af-
filiate. "We might start in Detroit during the fall with
NFL football. One of the factors will be how the races
are shaping up."
1
MAJOR LEAGUE ROUNDUP:
Giants defeat Reds
CINCINNATI (AP) - San Fran-
cisco's Ed Whitson tossed a four-hitter
and Jack Clark homered and scored
twice yesterday, pacing the Giants to a
4-0 victory over the Cincinnati Reds.
Whitson, 3-5, pitched his first com-
plete game and shutout in his 12th ap-
pearance of the season. It was the first
complete game in the National League
since the second season began. The
right-hander pitched no-hit ball until
Ray Knight beat out an infield single
with one out in the fourth.
CLARK SCORED the Giants' first
run when he walked in the first inning
and came around on Dale Evans'
double off Bruce Berenyi, 5-3. Evans is
8-for-15 since the players' strike ended.
SCORES
American League
Detroit1, New YorkO0
Minnesota6,Seattle 1
KansasCity4,ClevelandlI
Chicagos, Baltimore3
National League
SanFrancisco4, Cincinatisg
Philadelphia 8, New York 4
St. Labis3, Montreal 1
Clark also slammed his seventh home
run, a. solo shot in the seventh off
reliever Doug Bair for San Francisco's
final run.
Royals 4, Indians 1
CLEVELAND (AP)- Rookie left-
hander Mike Jones posted his first
major league victory and Willie Aikens
and Hal McRae cracked solo home runs
to lead the Kansas City Royals to a 4-1
victory over the Cleveland Indians last
night.
The 22-year-old Jones limited
Cleveland to one run on seven hits over
the first six innings. Renie Martin came
on to hurl three scoreless innings,
allowing one hit, to pick up his fourth
save.
Kansas City took a 1-0 lead in the first
inning. Willie Wilson led off with the fir-
st of his four singles, stole second and
continued to third on catcher Ron
Hassey's throwing error. U.L.
Washington grounded to first baseman
Mike Hargrove and Wilson beat the
throw to the plate.
CINCINNATI REDS MANAGER John McNamara glares into the face of
home plate umpire Nick Colosi as the two argue about a call in the fifth in-
ning of a game yesterday in Cincinnati.
Happenings .. .
(Continued from Page 13)
Botticelli Game Players-Mtg., noon, Dominick's.
Vision/Hearing-Sem., Claudia Sturmer, "Studies of Regeneration in the
Goldfish Visual System," 12:15-1:30 p.m., 2055 MHRI.
Med. Ctr. Bible Study-Mtg., 12:30 p.m., F2230 Mott Library.
Campus Weight Watchers-Mtg., 5:30 p.m., Mich. League Project Rm.
Scottish Country Dancers-Beginning and intermediate, 7 p.m., Mich.
Union Ballroom.
Sailing Club-Mtg., 7:45 p.m., 311W. Engin.
AA-Mtg., 8:30-10p.m., N2815 U. Hosp.
Arbecoll Theatrics-See Aug. 20.
FRIDAY, AUGUST 28
AAFC-Dbl., Dr. No, 7 p.m.; Goldfinger, 9 p.m., MLB 3.
CFT-Dbl., Love and Death, 3, 7 & 10:30 p.m., Start the Revolution Without
Me, 4:45 &8:45 p.m., Mich. Theatre.
Arbecoll Theatrics-See Aug. 20.
Int. St. Fell.-Dinner, mtg., 6:30p.m., 4100 Nixon Rd.
Univ. Duplicate Bridge Club-Open Bridge Game,,Mich. League, 7:30
p.m.
Wholistic Health Council-Sharna Striar, "Understanding and Ap-
preciating One's Sexuality," 7:30 p.m., 602E. Huron.
A' Chinese Bible Class, 7:30 p.m., University Reformed Church.
SATURDAY, AUGUST 29
AAFC-Dbl., Picnic at Hanging Rock, 7 p.m.; Caddie, 9 p.m., MLB 3.
CFT-The Adventures of Robin Hood, 1, 3, 5,7, & 9 p.m., Mich. Theatre.
Arbecoll Theatrics-See Aug. 20.
SUNDAY, AUGUST 30
CFT-Citizen Kane, 4,7 & 9:15 p.m., Mich. Theatre.
A' Karma Thegsum Choling-Disc. on Buddhist Texts, 4-5:30 p.m., 734
Fountain.
ECKANKAR-Picnic and Intro. Talk, "Basic Principles of ECKANKAR,"
1:30 p.m., Delhi Park.
A' Dog Training Club-Flea Mkt. and Baked Goods, A' Farmers' Market.
Downtown Bus. Dev. Assoc.-2nd Annual Roller Sunday, noon-5 p.m., SA.
Main and Liberty between Ashley and Fourth.
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