How Companies Pay TV Experts

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http://online.wsj.com/article_email/0,,SB111386025685009961-IBjgINplal4mpymbX6HcK6Gm4,00.html

Energizer Gets on 'Today'
By JAMES BANDLER
Staff Reporter of THE WALL STREET JOURNAL
April 19, 2005; Page A1

In November, Child magazine's Technology Editor James Oppenheim appeared on a local television show in Austin, Texas, and reviewed educational gadgets and toys. He praised "My ABC's Picture Book," a personalized photo album from Eastman Kodak Co.

"Considering what you showed me, kids' games really don't have to be violent," said the anchor for KVUE, an ABC affiliate and the No. 1-rated television station in its market.

"If...you're not careful, they will be," Mr. Oppenheim replied. "That's why I've shown you some of the best."

There was one detail the audience didn't know: Kodak paid Mr. Oppenheim to mention the photo album, according to the company and Mr. Oppenheim. Neither Mr. Oppenheim nor KVUE disclosed the relationship to viewers. During the segment, Mr. Oppenheim praised products from other companies, including: Atari Inc., Microsoft Corp., Mattel Inc., Leapfrog Enterprises Inc. and RadioShack Corp. All paid for the privilege, Mr. Oppenheim says.

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