The Palm Beach Post from West Palm Beach, Florida on August 7, 1989 · Page 63
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The Palm Beach Post from West Palm Beach, Florida · Page 63

West Palm Beach, Florida
Issue Date:
Monday, August 7, 1989
Page 63
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THE PALM BEACH POST " "AUGUST 7, 1989 " 15 Advertising I! Hit Network affiliates buy ads on WTVX to lure viewers Since Fort Pierce-based WTVX-Channel 34 announced it would end its news programming, Palm Beach County's three network affiliates have been perched for the kill for a larger share of Treasure Coast viewers. During the station's final newscasts last week, WPBF-Channel 25, WPEC-Channel 12 and WPTV-Channel 5 bought advertising time from the independent station to introduce their newscasts to Martin, St. Lucie and Indian River county viewers. All the stations agreed it is unusual to buy a competitor's advertising but said it is also unusual to have a station discontinue news broadcasts. Channels 12 and 25 hope to gather a sizable portion of the 115,000 television households along the Treasure Coast by stressing their commitment to the area through their new north bureaus. Channel 5, which says its Stuart bureau is nothing new and has been covering the area for more than four years, used NBC Nightly News anchor Tom Brokaw in its ad series. Channel 34 General Manager Jay Oliver said he is not concerned about losing some viewers to other stations during the news hour. But he hopes to keep younger viewers watching thoughout the afternoon and into the 6 p.m. hour with shows such as The Love Connection and Sledge Hammer! Oliver said his station is "ensuring an audience flow" of the younger viewers who were turned off when the news followed syndicated entertainment programs. "We restructured the whole station to be a competitive independent to attract an alternative audience," he said. Oliver said Channel 5 led the pack to buy advertising, though the station only ran its Brokaw spot Wednesday, Thursday and Friday during Channel 34's 5:30, 6 and 11 p.m. newscasts. Wayne Cunningham, Channel 5's director of creative services, said it is highly unusual to buy another station's time, but it was necessary to inform Channel 34's viewers that Channel 5 has a commitment to the area. Cunningham said he was thrilled that Brokaw did a special spot. It may be the first time the news anchor has appeared on a station other than an NBC affiliate. "To impact the viewers, there is not a better person than Brokaw manager, said buying ads is un- Lisa Dawson precedented, and he never has seen it in his 30-year career. "I've rarely seen independents sell time to other stations, and I've never known one to sell advertising news time," he said. In Channel 25's ad, anchors Jim Brosemer and Sheila O'Connor introduced themselves as the new station on the block with the energy to serve the Treasure Coast from its new Fort Pierce bureau. Bill Peterson, Channel 12 president and general manager, said opened its Stuart bureau last week. Channel 12's ads, which ran Monday through Friday, stressed its commitment to the Treasure Coast. New accounts Colee & Sartory of West Palm Beach was hired to handle public relations and advertising for the Palm Beach Airport Hilton, a 247-room hotel in West Palm Beach. The advertising, marketing and public relations firm also was named agency of record by the R.C. Malt Co., developers of Victoria Woods and Shadow Lakes residen tial communities. B Kathy Kazen & Co. of West Palm Beach was selected to pro vide public relations and market ing support for the Florida offices of Kimley-Horn and Associates, a West Palm Beach-based engineering, planning and surveying firm with offices seven states. Smart Services Inc. of West Palm Beach has been hired by a Los Angeles law firm, Joseph C. Karol & Associates Inc., to handle public relations for the firm. Carey 0 Donnell, vice president of mar keting for Smart Services, will be in charge of the account. Michael G. Patrick & Associates Inc. of Lake Worth was selected to handle advertising for Custom SurfacesUro-Tile also of Lake Worth. Send news regarding advertising, marketing and public re- lations to Lisa Dawson, The Palm. Beach Post, 2751 Dixie Highway, West Palm Beach, FL 33405. For: 1. Advertising & Marketing Media & Programs (Print - Electronic) 2. Telephone Program Installation Advice Equipment 3. Office Equipment You Name It! We Have It! 1-800-767-SALE 1. 8V4 Current interest rate guaranteed 1 yr. 2. Tax Free loans available after 1st year. 3. Current mortality charges (None) 4. Sales Charges & Administrative charges (None) 5. Minimum Policy size $5000 6. Single Premium Whole Life II offered bv Jackson Nat'l. Life Ins. Co. 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