Mr. Eric Bethel This is Me

 Web References

1. 1. BLENDER EDITOR'S PICKS

   www.blender.com/press/nyt.asp - [Cached]

   Published on: 4/30/2001   Last Visited: 8/27/2003

   "That gives it a great association for readers," said Eric Bethel, a senior director at Optimedia U.S. "So readers know it will be different, and fresh."

2. 2. Let's Hear It for the Boys

   www.americandemographics.com/p - [Cached]

   Published on: 9/13/2000   Last Visited: 9/13/2000

   I do not think teen boys want to be told what to do, how to act, or how to dress, says J. Eric Bethel, senior vice president, associate director of Optimedia U.S. (formerly DeWitt Media).
   
   Indeed, when the concept was tried before, it do not exactly fly. In the early 1990s, the publishers of Sassy, a controversial magazine for teen girls, attempted to give teen boys the latest in music, sports, and gadgets as well as teach them how to dress, and get a date, all in one magazine. Dirt, which launched as a quarterly, folded after only a handful of issues. Dirt had the best execution imaginable, but it do not have a point of reference, says Fran Richards, editorial director of Times Mirror magazine's new TransWorld Stance, a sports-lifestyle hybrid magazine aimed at 16- to 21-year-old guys interested in skateboarding, snowboarding, and surfing, and the culture surrounding these sports. No one had a reason why they had to buy it every month. The traditional female model of service-only magazines will not work for boys.

3. 3. Cocktail Hour Returns to TV — Commercial Alert

   www.commercialalert.org/news/a - [Cached]

   Published on: 12/6/2000   Last Visited: 6/11/2006

   Many stations will not accept advertising until after 9, 10 or 11 p.m., and certain formats, like contemporary hit radio, which aim at 12- to 24-year-old listeners, are not used, said Eric Bethel, senior vice president at Optimedia in New York, a media buying firm that is a unit of the Publicis Groupe.
   
   "The media is more open to liquor advertising than it has been in the past, but that window is still very, very small, and it's very haphazard," Mr. Bethel said.