Magic Johnson's Ad Gig with Jackson Hewitt Ends

Sept. 4 -- Jackson Hewitt Tax Services Inc. removed Earvin "Magic" Johnson, the former Los Angeles Lakers star, from its U.S. advertising campaign after less than a year as the company seeks to market itself at a local level. The firm posted a $21.8 million first-quarter loss.

Johnson had agreed to appear in a television, radio, print and online advertising campaign, according to a Nov. 13 company statement. Since then, Jackson Hewitt changes CEO and adopted a plan to de-emphasize national advertising in favor of local marketing.

Johnson helped led the Lakers to five NBA championships during 13 seasons. Beverly Hills, Calif.-based Magic Johnson Enterprises has consulting and licensing relationships with Aetna Inc., Best Buy Co. and AMC Entertainment Inc., according to its Web site.

The tax-filing firm, with 6,600 outlets and almost 3 million clients, has been losing customers to H&R Block and Intuit Inc., which makes TurboTax software.

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