AD AGENCY UNVEILS NEW PLAN FOR PLACING LOCAL CABLE BUYS

          J. Walter Thompson USA will soon use a "radical plan to
     buy cable TV time nationally while placing advertising
     locally," according to Chuck Ross in AD AGE.  Jean Pool, JWT
     USA Exec VP/North American media buying services, said the
     plan involves buys on ESPN.  After a buy is negotiated,
     instead of running ads on ESPN's national feed, cable
     operators "will insert various commercials for JWT clients
     into the feed at the local level."  TCI, the largest
     "multiple systems operator" in the U.S., has agreed to test
     the plan.  ESPN's Senior VP/Integrated Sales Michael Chico:
     "It's a way to use the ESPN brand in a national promotion
     with local fingers" (AD AGE, 4/14 issue).