Courier-Post from Camden, New Jersey • Page 23

v- it-1 1 V- V- a COURIER-POST, Sunday, November 17, 1985 3B 7-Eleven's parent firm seeks convenient solutions Continued from Page 1B the years have been involved in outside activities charitable activities, the Olympics, which offset the negative with the positive," he says. For years the company has sponsored the Jerry Lewis Muscular Dystrophy Association telethon and the March of Dimes' March Against Birth Defects. It also was one of the corporate sponsors of the 1984 Summer Olympics. 1: However, the company came under attack in September by the Rev. Jerry Falwell and several thousand anti-pornography protesters who gathered across the street from the Southland headquarters.

Groups have launched campaigns targeting Southland for selling three adult magazines. Frank McKeown, Southland's marketing vice president, says research indicates "the vast majority (of customers) agree with our policy," which has the magazines dis played behind the counter with false fronts. Thompson believes the negative publicity surrounding the bribery investigation hurt the price of the company's stock, but "I don't think the general public paid that much attention to it. I don't think it hurt sales particularly." Southland's 7,520 convenience stores in the United States, which serve an average of 7.5 million customers daily, had sales of $6.42 billion last Such items as cooked hot dogs and nachos are sold in 5,500 stores. Fresh sandwiches are offered in 3.000, he says, while sales of most standard grocery items have dropped about 15 percent over the past decade.

But food is not the only segment to reach for variety. Videotapecassettes are rented out in 1,500 stores, and automated teller machines offer cash in nearly 2,000 stores. Gasoline debit cards, lottery ticket sales and the direct order of merchandise by computer are all being tested around the country, McKeown says. But such innovations do not convince management to rest easy. "We've tried so many things," Thompson notes.

"You're not going to be ahead very long. There are no secrets in the convenience store year, up 8 percent over the previous year. Thai represents about half of the company's total annual revenues, with an additional $3.8 billion coming from the gasoline refining and supply segment and the rest from stores overseas. But 7-Eleven sales are being hurt this year by other factors, Thompson says, including tougher competition and many price promotions of 7-Ele-ven merchandise. "7-Eleven is not going to have a great year," he concedes.

Company profits this year will probably come from the cyclical gasoline refining segment, which Thompson jokes cannot accurately be predicted for more than six weeks at a time. Despite such trials, Southland seems regarded by most analysts as the leader in the industry. They do not project failure at Southland. "They're so far ahead of everyone else and probably the best-run company in that business," says Fred Wintzer of the investment firm Alex Brown Sons in Baltimore. The basic 7-Eleven, he adds, is growing away from groceries and moving toward fast food and financial services.

"I think there's no limit to what can go into those stores," Wintzer said. The range of food offerings has mushroomed from the sliced bologna and bread that Thompson recalls workers buying for their lunch at the founding stores, which began as ice houses in 1927. Armed with a new food service staff, Southland is testing salad bars in four markets along with sit-down tables. Thecompany's finely tuned marketing data shows its customers are getting older and more health-conscious. EXECUTIVE SUITE Leading South Jersey business promotions are listed weekly.

Send announcements to John Briggs, Courier-Post, P.O. Box 5300, Cherry Hill, N.J. 08034. Rhyming computer personalizes cards Continued from Page IB Just wait till I tell you this story 'Bout you, Jo, in all of your glory So bossy and bold Thomas Granite of Cherry Hill has been named a partner of Touche Ross the accounting and consulting firm. He is in the audit department of the firm's Philadelphia office.

David A. Plummer of Pine Hill has been promoted to assistant vice president, Continental Bank, Philadelphia. The Temple University graduate joined Continental in 1984. iL- computer an Apple Macintosh -begins by questioning each buyer: Who is the poem for? Where does the person live? What's the occasion? Which two personality traits from a list of 65 should be included? Which of 65 short messages are preferred, or do you want to insert your own? Who is the card from? Not all the listed traits are complimentary. Poems can be crafted for recipients who are bossy, lazy, messy, loud, opinionated or cheap.

Some message choices aren't very poetic, either. "I want it back" and "You owe me money" share the list with "I love you" and "Happy birthday." Marketers claim the Magical Poet's memory banks can create 5 million poems, though some are remarkably similar. For example, one begins: Just wait till I tell of this story 'Bout you, Nora and Theresa, in your glory Such winners at heart You'll top any chart Brooklyn is your territory It's easy to see that you're bright So smart that you 're quite a delight The computer must like that one In this way many Meads can be made The poem, which continues in that Rod McKuen style for another nine lines, was printed out and then laid into a card selected by Scott. It didn't feel odd to let a computer ghost-write his feelings, Scott says. "It's a computer world after all," he notes.

"Besides, I got to pick out the sentiments." Indeed, a new version of the computer program lets customers pick their style "serious and sentimental" or "light and limerical." Magical Poet machines, marketed by Computer Poet Corp. of Incline Village, are being leased by stores in 30 states. (There are two in North Jersey and another at a Trenton pharmacy.) "Itsbigappeal is thatitcan personalize a card," contends Bob Ott, a company salesman. "It does every occasion, except sympathy. We didn't think it was appropriate to do sympathy.

We thought that should be handwritten." At the touch of a button, the A ruler I'm told Ohio is your territory To tell you the truth, you 're that way It's listed in your resume. The magical Poet is the brainchild of a poem-writing Phoenix bank teller and her computer-buff husband. Their financial backer is a retired seed company executive named Mansell Ochel-tree. Ocheltree was bored with retirement when he met Dwight and Louise Minkler in 1984, just as they were trying to market a poetry software program. They wrote a few thousand couplets that called for occasions, names and traits to be inserted.

An impressed Ocheltree bought rights to the concept and has invested $2 million in the project so far. He sees reason to hope he'll get his investment back: The project is about to expand to England, and Ocheltree estimates that October was the company's first profitable month. "Thank God," he adds. "It's been a long pull." Scrippt Howard newt Service Lillian Knott of Berlin Borough has been named assistant vice president in the Medford office of Howard Federal Savings F.A. She is a 16-year employee of the Berlin Borough-based company.

Robert G. Ryan of Mount Laurel has been named director of merchandising for Lorrilard, a New York-based cigarette maker. He had been a regional sales manager In the firm's Mount Laurel office. since another card opens this way: Community harnesses efforts to help troubled Garden State Park unfamiliar to most in this area. During the thoroughbred season from April through July, the track attracted about the crowds it anticipated.

But for the harness-racing season, which began Aug. 23, attendance andhandlefigureshavedropped. Before that season, track officials projected an average attendance of 1 0,000 per night and an average handle of $1.2 million. But the actual figures have fallen short. For the harness season through last Thursday, average attendance was 6,347 per night; average handle, $663,272.

other communities in South Jersey and Philadelphia. Winkler says. The Chamber also has asked its members to insert track passes in workers' paychecks, Burnstein says. One firm that's already agreed to the plan is RCA Service Co. And the Garden, borrowing from the tactics of Atlantic City's casinos, now is offering reeadmission tocustomers arriving by charter bus.

The hope is that passengers, often members of area social clubs, will return later as paying customers. Track attendance has sagged since the start of harness racing, which is Continued from Page IB "In a very direct way, they said one thing," admits Arthur Winkler, the track's vice president of administration. "They said the people in this area would appreciate being invited to the track." SO TRACK OFFICIALS have done just that at least on a limited basis. The track last month mailed free passes, including coupons good for a $2 bet, to every home in Cherry Hill for three nights. About 6,700 persons used the passes, a 30 percent response.

The track plans similar mailings to One result: Since August, the track has let go 163 employees, more than 1 0 percent of its work force. And last month it trimmed its schedule fromsix days a week to five. THE EFFORTS have helped stem the decline though the track is still straggling. "On a week-to-week basis, we're rising," says track president Robert Quigley. "But we're not doing great yet." Track officials offer no specif ics, but they say theGarden soon will start new promotional campaigns.

Quigley, who wants to upgrade the marketing department, is seeking a replacement for former marketing vice president Thomas Werblin, who resigned in September. Quigley describes Wer-blin's exit as voluntary. Quigley criticizes Garden State Park's initial ad campaign, touting the Cherry Hill si te as "the race track of the 21st Century." "I think the 21st Century theme may have been intimidating," particularly to people who had never visited a racetrack, he says. Moreover, describing the new track as a glittering palace may have made it seem too pricey, Quigley concedes. THE TRACK now has a new advertising theme featuring the happy faces of patrons.

The racetrack's image alsoconcerns Mayor Greenwald. Her meeting with members of the business community last month was a kind of "pep rally" at the track. Among other messages, the mayor asked businesspeople to say good things about the track, particularly when speaking to the media. "The success of Cherry Hill and the racetrack are closely interrelated," she told her listeners. "Talk of failure will bring failure." OVER THE COUNTER NATIONAL MARKET Sales Sales Sales JOOsHigh low tasLC5a Saws 1001 Hifln Low lilt Chg Continued from Page 2B 3324 21 27 214 4 169 4 44 4 410 134 1) II Va 111 7 74 74 Vt 1-1 25 2 171 74 241 44 2 44 1 2- 74 4 140 4 14 10 94 4 32-! 4222 13 11 477 I 14 IM- 2130 II 19 20414 .20 61 13'1 12 12'- 136 14 16414 532 74 6 74 4 1043 S4 S4 5i Va 1022 23 214 22l 60 7- 4 1208 2ii 2 2 14 7-14 Vt 7-16 30 234 22' 4 22- 1056 12 114 ll a 130 I 9 Vt 44 tVt Vlt 14 4 3790 I 74 I 393 4 4 4- 4 J4b 2474 304 29 30 4 1.28 249 22 21Vj 224 it .20 17 2 7" 7 7-'l 100 34 30 324- JSe 9750 27 24 244-14 58 95 94 14 22 34 34 3'! 1153 194 I8'D '-202 134 124 13 Va 90 2 24- Vt 61 17 16 17 4 2631 134 114 12 -14 985 II 10 4 270 14 14 .0 319 17 174 17 EnFact Enqph I ErttPub EnlrCpt Envrdn EnvSy EnvrT EnvrnP EnvP wt EnvTjt i EnzoBi EpsHn Epsc Equal Eouion EglBcp EglwaB Egtoa Erblm EricTl ErieUc Essex EvnSut Evans Evrgd Exchlnt Exevir Expdln Ex wl Expose 4834 144 13 11- Va 192 454 444 4411- Vt 4641 7 74 7 1 104 30 30 -1 1511 211-16 2 24 27S 4 4 4 4710 I 74 141 416 44 34 3 "a 1071 24 24 24 ''4 349 34 3 1 "4 133 45 44 45 93 12 12 12 1645 54 544 21 44 4 4 1524 52 52 52 4 178 344 114 13- 4 12 33 324 13 71 16 25' 14 4 14 190 I 5 2- V.

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