The Cincinnati Enquirer from Cincinnati, Ohio on October 14, 1991 · Page 43
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October 14, 1991

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The Cincinnati Enquirer from Cincinnati, Ohio · Page 43

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Cincinnati, Ohio
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Monday, October 14, 1991
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Page 43
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I 11 lit ujKMtitKSW hVi;mij 1 1 1 M m V 1 I f I" -1 ;C Patricia & Selling A 7 Points immi J r n n ffWTO m Mo) MsMw . bI Mm Q, Survey also shows ir-T JT7 imP0rtance of iiamitgiMtaagll ZjJ-y local coverage the Money column is tons better than the old question-and-answer column." Other readers just want more coverage, period. "Too often, the business section is all advertisements and stock market stats and only a few short articles," readers David and Linda Lockerd write. Reader Thomas Powell of Tapco Products Inc. says we need to "feature local small businesses, success stories, new businesses and an emphasis on manufacturing and distribution." With manufacturing firms dominating any list of the biggest employers in the area, many readers asked for coverage of factory-floor stories.' " Of course, many readers ' asked fori..., coverage of their companies. And often, justifiably so. "We announced an international acquisition . . . and it was virtually ignored by The Enquirer," writes Mark Craft, an executive at Hillenbrand Industries in Batesville, Ind. r Readers told us that they want regular, ... Vi'i BY JACK A. SEAMONDS The Cincinnati Enquirer Bn late August, The Enquirer asked readers to respond to a survey on the quality of our coverage in the daily, Sunday and Monday business pages. Wow, did you respond! The Enquirer received hundreds of faxed forms, mail-in coupons and letters from readers about your likes, dislikes and desires on the topic of business coverage. Overall, two areas of coverage were consistently requested: more "local" news and a lot more attention to small-business strategies, issues and "how-to" tips. And your responses, in many ways, mirror surveys on business coverage in newspapers throughout the nation. Most readers say they prefer additional coverage of their local businesses where they work, shop and often invest their money in stocks, certificates of deposits and savings accounts. There is an enormous appetite throughout the country for expanded coverage of small business. There are several reasons for that phenomenon. First, most folks in America work for small businesses, not giant corporations or international holding companies. Small business has expanded dramatically through franchising. And with the downsizing of corporate America, many executives are taking their buyout money and striking out on their own ventures. Different groups of readers have different needs for business news. Young executives want advice on advancing their careers. Parents often ask for advice on balancing the demands of jobs and families. Retired readers look for advice on secure investments, money fund yields and Treasury bill auctions. More local news The survey was valuable, too, because it opened up a line of communication with you and gave us an opportunity to better understand who you are. Says Thomas L. Faris, a stockbroker with the Ohio Co. in Cincinnati: "I would like to see more investing articles more facts and perspectives on local and national firms. Also, Pistol-theme billboards draw fire If Cincinnati's new pistol-theme billboard campaign is supposed to be a joke, Arlene Fischesser thinks it's pretty sick humor. "I don't like that kind of advertising," said Fischesser, secretary at investment firm Dun & Bradstreet. "It really disturbs me." , She's apparently not alone. The boards which feature a family next to a headline that says We have a pistol to suit every member of your family have prompted calls to billboard owner Lamar Advertising and coverage from at least one TV station. But Lamar's not the real villain in this tasteless, gun-endorsement spoof. - The advertiser who paid for the boards deserves the blame. Unfortunately for Lamar and concerned citizens like Fischesser Lamar isn't saying who that is. "It's a big secret," said Neal Brown, partner of the local Lamar office. ;, The secret will be out soon though, possibly this week, when the advertiser adds its name to the boards. Then Fischesser will know where to direct her ire. , "If you're going to make a statement, put your name it," she advises. DOWN AND UP:: Martiny & Co. is bucking the bad-news blues. While other Cincinnati ad agencies have been rocked by the recession, Kim Martiny and his staff of 25 have brought in seven new clients since mid-year. Among them are homebuilder Drees .Co., manufacturers Cincinnati Subzero and BP Chemical and health-care firm Health Power Inc. "There's so much down news going on, I wanted people to know there's Some reason for optimism," said Martiny, sole owner of the 36-year-old agency since 1985. Martiny reeled in the accounts with combined billings of $1.6-$2 million a year with an organized, team approach to pitches. The team meets up to five times before each new business presentation, where members report on their specific assignments. It then rehearses the pitch, sometimes twice. ; "We don't leave anything to chance," Martiny said. . But Martiny's agency hasn't been 'immune to industry downtimes. Clients have slowed spending. Last month, two employees were let go. Long-time client Kendall-Futuro has taken the rest of its work out of town. Without the new business, Martiny admits, billings would decline. With it, the year will be flat. ; And even with seven new clients, the quest for more work continues. "We want the kind of business that is going to be growing," Martiny said. : AD-ONS: Patrick Media Group Inc. of Scranton, Pa., has sold its 850 Greater Cincinnati billboards to Martin Media of Paso Robles, Calif. Martin which also bought Patrick boards in Pittsburgh, Scranton and Hartford, Conn. will keep its 26-member local staff, including area manager John Brophy. ; . . Cincinnati's Kenner Products, now part of toy giant Hasbro Inc., has hired Griffin Bacal of New York as its second ad agency. It will handle three new products fii 1992 and work with New York's Grey Advertising, Kenner's primary shop since leaving Cincinnati's SiveYoung & Rubicam in 1982. ... AND ON: Lauralee Sawyer, former public relations director at now-defunct JacksonRidey & Co. Inc., has joined Freedman, Gibson & White as PR director. She replaces Beth Grimm, who left town. . . . Queen City Med Mart, a local chain of medical equipment stores, is promoting its name by sponsoring Cincinnati's sole wheelchair basketball team. With the affiliation, the team changes its name to Queen City Slam-mers from Cincinnati Flyers. ... AND ON: The University of Cincinnati stages "Sex, Lies and Advertising: Images of Minorities and Women" at 6:30 p.m. Thursday. The free session will be in Room 600 in the College of Design, Architecture, Art and Planning on UC's campus. . . . The Advertising Club of Cincinnati brings in Joey Reiman, chairman of Babbit & Reiman Advertising in Atlanta, for a lunch meeting Wednesday. Billed as a renegade ad-man, Reiman will talk about success in agencies. . . . The BusinessProfessional Advertising Association will focus on the basics of trade show marketing at a Tuesday dinner. Patricia Gallagher writes about advertising and marketing each week in Business Monday. tional business news plus all the business magazines." extensive coverage of the national economy and economic trends in metro Cincinnati, as well. Roy Bonhus says he'd like to see more "professional opinions from qualified experts on the economy." Adds Michael Valentine, president of Eastgate Marine: "Negative attitude towards economy it is discouraging to buyers" considering a purchase of his company's boats. In addition to more small-business coverage, many readers asked that we run more stories on technology. Reader Pam Sussman, a graphic designer and copywriter, says she wants more coverage of "new tools and technologies for business." . , ,: Many readers said they buy more than one newspaper or see additional business news from magazines and other periodicals. Mike Dempsey of Cincinnati Life Insurance Co. sums it up: "Generally, local business should be The Enquirer's focus. We have the Wall Street Journal for na Our response In coming weeks, The Enquirer will evaluate the responses and consider changes to the business section to react to readers' wants and needs. Poll responses will factor into decisions on what stories we cover, how we allocate space and resources, the presentation of stock tables and what stories go inside the sections. '" Oh, and don't worry. If we ever get smug and think we're doing everything just right, there's always this unsigned response to the poll to keep our feet on the ground. Written in big, bold letters with a black felt-tipped marker, it reads: "NO GOOD. MUSHY BIAS AND BIGOTED." As somebody said, we'll try harder. V Hi pwni hii n inn I'liMUMMpmiM iinnwwMMii m niM lWH"H 'ii'ii i inn ii"inr" iti irrr rr nrn- Respondents were asked to rank four general areas of business news coverage in descending order of interest Readers were asked to rate news topics In order 3. National business news 4. Local personalities 1. Local business news 2. Analysis I iwwiiiiwwi iiujiihiiiiiiiii hi mini hm nun niiTMiii t . ii"! i iisif"! -'i 1 ni "m-TinrT-i W TljMfcLJiUI iWIIIJ tttB.JlJJljLLLlTlMlJiL-LlilJ llflliri ail HfclllMi llfTT rAffi--" -- " " s of their interest, with highest interest first. Economic trends Investmentstock market Personal finance Management Small business Government regulation Banking 4 Workplace Issues Health Industry 4 Advertisingmarketing Careers 4 Manufacturing 4 Residential real estate Utilities 4 Auto Industry 4 Transportation 4 Commercial real estate 4 Labor relations Readers were asked which weekly Enquirer business features they read each week. Investment Report" led the list 6. Trlstate Development 7. Agenda Record 8. Working 9. Selling Points 10. Trlstate Data Bank 1. Investment report 2. Money 3. Business Notebook 4. Business People 5. Inside Trades The Cincinnati EnquirerBrenda Grannan If you're older than 50 and just lost your job, look at it as an opportunity to change your life. D-2 After traveling around the globe, a Cincinnati Bell executive likes to call Cincinnati home. D-4 Frisch's Restaurants has been slimming down, but investors still are waiting for fatter profits. D-6 KOI I A , L M

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