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On the Cover

Cover illustration by San Francisco-based artist Jeffrey Decoster.

Stanford Medicine, published quarterly by Stanford University Medical Center, aims to keep readers informed about the education, research, clinical care and other goings on at the Medical Center.

M.A. Malone

TV watchers get a regular dose of Stanford University Medical Center.

THESE FACTS AND FIGURES PRESENT A SNAPSHOT OF STANFORD UNIVERSITY MEDICAL CENTER'S TELEVISION COVERAGE:

During October 1999,

* 91 Stanford medical center-related stories aired on San Francisco Bay Area news stations. There are about 2,369,000 TV households in the Bay Area, the fifth-largest U.S. media market.

* 36 Stanford medical center-related stories aired on national network news and on cable news programs.

* 85 Stanford medical center-related stories aired on 30 of the top U.S. media markets (such as Chicago, Miami and New York City). There are about 49,047,000 TV households in those 30 markets.

On Dec. 6, 1999, Stanford Professor Emeritus of Medicine Gerald Reaven, MD, was interviewed on "20/20." The topic was America's appetite for carbohydrates. Five minutes of the 13.5-minute piece were devoted solely to Reaven and his research at Stanford.

For a rough idea of how much it would cost Stanford to buy this kind of airtime, consider these prices for 30-second commercial spots:

* $3,200 on the 11 p.m. news on KRON, Channel 4, NBC's San Francisco affiliate

* $40,000 on ABC's "Good Morning America"

* $70,000 on ABC's "World News Tonight with Peter Jennings"

* $250,000 on ABC's "20/20."

If Stanford were to pay for a five-minute infomercial about Gerald Reaven's research, to air during the "20/20" time slot, it would cost the Medical Center about $2.5 million. How it all adds up! -- M.A. Malone, Broadcast Media Manager, Stanford University Medical Center

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