Clarion-Ledger from Jackson, Mississippi • Page 30

2C Sunday, May 23. 1982 The Clarion-Ledger Jackson Daily News TV stations setting sights Video games jump IflSSlMZ 7oo ZZT for No. 1 ratings position toy product debut 674 growth of the adult market and the 600 in billions of dollars i 577 Jb 7 4 6 1 5 500 406 77 78 79 '80 '81 est. 385 35311 1980 Toy Revenues 300 in millions of dollars a Ui (0 200 TJ (0 CQ 0) 4) 'C Q. iL CD JZ V) LL 100 52 CD 0) 13ip HI CD CO 5 130 CO Jackson, from Page 1C But one local television observer said recent "significant moves" by WJTV, like the hiring of Holgate in January, ensure that the competition will heat up.

He said the primary reason is that WJTV, as the second highest rated station and only other VHF station in Jackson, is more of a threat to WLBT. He noted that local television news people agree that "12 (WJTV) is no longer a joke." Holgate has decreed a return "to the basics" in the WJTV news department, emphasizing better writing, naming a full-time assignment editor and putting reporters on a "beat" system in which they cover specific subjects such as education or the courts fulltime to enable them to develop more expertise. The length of time alloted to each news story during the 30-minute news program has been cut, allowing the station to report more stories, Holgate said. He said that because of the time limit, the 30-minute show is a "headline service at best," designed to "give the most information in the shortest amount of time." The station has renamed its 6 p.m. news program, eliminating the "Eyewitness" in the show's title because Holgate considered it gimmickry.

In the past year, it's added a number of new faces, including news anchors Ann Dougherty, Keith Elkins and Sharon Owens. Holgate said he has increased salaries in an effort to remedy the traditionally poor pay for local television news people in Jackson, which was a major reason for high staff turnover. WJTV has bought a slew of new equipment and switched to using videotape, a less costly alternative to film that allowed a 20 percent budget cut this year, Holgate said. "By July (the next Arbitron sweeps month), we're going to be as close as we can get to the look we can have" with the resources the station has new, he said. By January, a year from the time he started at WJTV, "we will see a significant difference in the ratings," he predicted.

Axtell believes WJTV will get a boost from WAPT's move of its early evening news to 6 p.m. Strickland acknowledged that "it would not be realistic" to assume that the WAPT news will keep all the Tic Tac Dough viewers at 6. "Some people who watch Tic Tac Dough would not watch the news under any circumstances," he explained. But he said WAPT is alerting other viewers that they have an alternative to the WJTV and WLBT news programs and trying to prove that it has "a better product." WAPT has the smallest news staff of the three stations, a gap that it makes up for in talent, Strickland said. He said the size of the news department has doubled in the last two years.

The newcomers include anchor Bob Young and meteorologist Dave Walker, who during particularly bad weather has broadcast live from the National Weather Service office in Jackson. Because of its live remote facilities, WAPT can air weather warnings 10 minutes faster than the other two stations, Strickland said. The station prides itself on the mobile unit that allows it to provide the live broadcasts from locations around the Jackson area. WAPT is "probably the best equipped electronically in the city," Strickland boasted. He said WAPT is trying to build a reputation like that of ABC's national news as the best to watch in a crisis.

WJTV is buying the last of the equipment it needs for a mobile unit, Holgate said, and WLBT doesn't see any need for one right now, Flannes said. So far, WLBT has "been very quiet" about the changes occurring at the other two stations, Strickland observed. "They're going to wait and see what the other two guys do," he concluded. Flannes, the WLBT president, said the station has added updated equipment, remodeled the set for its newscasts and renovated its newsroom. The station is "constantly improving" its news programs, he noted.

Dilday, the general manager, refused to talk about those programs. His secretary cited Dilday's policy prohibiting station employees from granting interviews to media. But Flannes said TV-3 Inc. is also looking beyond the Jackson market, which ranks about 80 out of the top 100 in terms of size in the United States. TV-3 Inc.

has won an FCC license to operate a new station in Meridian, he said. The NBC affiliate is tentatively scheduled to begin broadcasts in the fall, according to Flannes. At that point, WLBT will be able to air live broadcasts from Meridian, he said. Flannes said surveys of Mississippi-ans show that most viewers want television news from the capital city. Some cable systems in other parts of the state do carry the Jackson commercial stations' broadcasts.

TV-3 is "looking long-range" at seeking licenses to build commercial stations elsewhere the state, Flannes said. In the short run, however, the November Arbitron sweeps may be the first to indicate just how much of a challenge WAPT and WJTV can provide for WLBT. By then the new news teams at WAPT and WJTV will have some experience together, and the three stations will have accumulated more than six months of direct competition at 6 p.m. By LORRAINE CICHOWSKI Tb Associated Press Thoughts of sand castles and toasted marshmallows, rather than sugar plums, may be dancing through children's heads this time of year. But turn on the television or look at a newspaper and you'd think the Christmas toy-' buying season already had arrived.

Warner Communication new Atari Pac-Man cartridge and Coleco Industries self-contained tabletop Pac-Man game have been advertised since March two seasons and a good six months ahead of the traditional introduction of new toys. LJN Industries' Inc. new Brooke Shields doll made its debut on regional and network TV in late April, and company spokesmen already are boasting that Brooke is a hot seller. In fact, long before parents begin thinking about stocking-stuf fers and filling Christmas wish-lists, business has been brisk at stores run by the nation's largest seller of toys Toys Us Inc. The toy supermarket chain reported a 29 percent increase in sales for the first part of the year at stores that also were opened during the same period the year before.

Considering the 19 new Toys Us stores opened in the past year, sales were up 42 percent during the three months ended May 2. Toys Us is a success story of its own. its gains attributable to a creative, aggressive and colorful management team. But considered along with other toy sellers and toy makers, Toys Us also is representative of changing dynamics within the toy industry. Consider, there are more new toys than ever before being introduced early in the year on TV and in print advertisements.

There are more electronic parts to toys than ever before even staid Monopoly by Parker Brothers has an electronic accessory this year. And toy manufacturers are offering more toys to appeal to adults, who have been lured to toy stores in droves by popular, and expensive, electronic games. A primary goal of the toy industry for years has been to spread sales over the "full 12 months of the year instead of having them concentrated in the period just before Christmas. Some retailers do as much as 60 percent of their business in the final three months of the year, opening them up to great risk if, for instance, the economy should be weak during that quarter. But the goal of all-year toy sales seemed unattainable until three things happened to the toy industry, spokesmen say.

There was the introduction of electronics to toy-making, the subsequent spread of such toy supermarkets as oys Us, which must advertise year-round to stay in business. "The toy industry has long suffered with too many of its sales falling in the fourth quarter," said Douglas Thomson, president of the Toy Manufacturers of America the industry trade group. "This generates all kinds of problems in forecasting, inventories, cash flow and long-credit terms. There are some trends and activities that are helping us. "Many of the manufacturers are attempting to get their new items out early in the year," Thomson said.

Said Monroe Greenstein, an analyst for Bear, Steams who follows the retailing industry: "It will become more of a 12-month business, although statistics don't show it yet. People are not going to wait until Christmas for their Pac-Man. With the electronics, too, you get a much older market. Toys are just not for kids. "Normally by 12, you're out of toys." Greenstein said.

"But now you've got people, 20, 30 or 40 buying it (toys) for themselves." There are no statistics to indicate how many adults actually are buying toys for themselves. But Toys Us says sales of electronic products totaled 20 percent of its business in the first quarter, up from 10 percent a year earlier, and industry spokesmen say adults are their best customers for expensive electronic and video games. So the industry is attempting to capitalize on its new adult market. Besides a proliferation of brain-teasing puzzles modeled after the popular Rubik's Cube by Ideal Toy the toy makers are heavily promoting the nostalgia theme this year. And there's a strong emphasis on such old staples as Parker Brothers' Sorry and Risk board games that many adults knew well as children and word games such as Milton Bradley Password.

Shirley Temple, the sweetheart of the 1950s, is being reintroduced by Ideal Toy Corp. as a collector item. Effanbee Doll Corp. has created the storybook Bobbsey Twins as well as reproductions of Mae West and John Wayne. And Revell Inc.

has a new "History Makers" line of plastic models featuring the U.S.S. Olympia. a 1960 Corvette, a German V-2 missile, a self-propelled Howitzer and Apollo-Saturn V. Says Revell salesman Frank Costello of his company's "History Makers" line, "A 50-year-old man comes in here and looks at this with tears in his eyes and says, 'I was torpedoed on that The major products of the two leaders are Risk, Monopoly, Star Wars toys, Boggle and Clue for General Mills and Barbie dolls, See'n Say, Hot Wheels and Intellivision for Mattel. SOURCE: New York Timet tion of military toys after a hiatus of several years.

G.I. Joe has been scaled down by Hasbro Industries Inc. to 3 V2 inches and comes complete this year with his own support team of soldiers. In addition, there has been a sharp increase in the number of licensed toys, such as the Brooke Shields doll, patterned after a popular celebrity or TV show. Industry spokesmen say perhaps as much as 50 percent of all the new toys introduced at the Toy Fair in New York this year were licensed.

Well-known characters such as Snoopy and Garfield are plastered on everything from drinking cups to toy jewelry. And there are dolls, games and various accessories and toys featuring Annie, the popular orphan and now movie star, Strawberry Shortcake, the character created by American Greetings, and the Dukes of Hazzard and the Fall Guy from the popular TV shows. NW8 Graphic The growth of the adult market also has helped the toy industry survive during the past year of recession when many other industries have suffered. The industry estimates that toy and game shipments rose by 18.5 percent to $5.4 billion last year, translating into more than J7 billion of business at the retail level. And Bernard Loomis, chairman of the Toy Manufacturers of America told the opening of the annual American Toy Fair in New York earlier this year that "the toy industry will have a pretty decent 1982." Despite the catering to adults, toy manufacturers, however, haven't forgotten about kids still their most important customers.

There's a continued emphasis on fantasy and adventure in new children's toys this year, much of it tied in to the still-popular "Star Wars" and "Raiders of the Lost Ark" movies, and on back-to-basics, as evidenced by the reintroduc- Farm markets percent and 48 percent protein, dropped 70c per ton; cottonseed meal was steady to 9.00 higher; meat meal steady to 5 00 higher; Wheat midds 3.00 lower; Oehy. orated arforfa meal, 4 00-10 00 lowei; Molasses, steady to 5 00 lower; Animal fat and feather meal closed steady. Feedstuffs market slow, supplies light and demand very light to light. LOCAL PRODUCTION-BULK CARLOT PER TON Soybean meal 48. Delta 223.00 Soybean meal 48, Jock ton 22 00 Soybean meal 48, Memphis 227.50 Soybean meal 48, Birmingham 227.47 Soybean meal 44, Delta 209 00 Soybean meal 44, Jackson 217.00 Soybean meal 44.

Memphis 207 00 Soybeon meal 44, Birmingham 214.67 Cottonseed meal 41. Delta 132 50- FEEDSTUFFS-DEUVERED BULK CARLOT Fish meal. Memphis 352 00 Fish meal, Birmingham 383.00 Fish meal. Guff Coast 355 00 Animal fat, Jackson 325 00-330 00 Animal fat. Kosciusko 320 00 Animal fat Memphis 330.00 Animal fat, Birmingham 315.00 Animal fat, Memphis 330.00 Meat meal, Jackson 255.00 Meat meal.

Kosciusko 232 50 Meat meol, Memphis 236 00 Meat meal, Bvmingham 242.50 Meat meal, Memphis 236.00 Wheal midds, Jackson 117 Wheat midds, Kosciusko 1 14 00 Wheat midds, Memphis 88.00 Wheat midds, Birmingham 93.00 Wheat midds, Kansas City 74 00 Dehy. alfalfa meal, Jackson 122.00-135.00 Dehy. alfalfa meal, Kosciusko 122 50 Dehy. alfalfa meal. Memphis 122.00 Dehy.

offoffa meal, Birmingham 126 50 Dehy. offoffa meal, A.C. Nebraska 84 00 Molasses, Jackson 67 00-70 00 Molasses, Kosciusko 122 50 Molasses, Memphis 64.00 Molasses, Birmingham 126.00 Molasses, New Orleans 50.00 Feather meal. Jackson 280.00 DELTA; Rice bran, 63; rice hulls. rice milt feel, 23 RICE Domestic Shipment: Offer, FOB milts milled rice, dollars per cwt.

bogged. For the week ended May 14. Long Gram 24 16.50-18 00; Medium Gram 24 15 50-17 00 Parboiled 20 00-21 00; Second Heads 8 50-11 00; Brewers 7 00. DomestK Milled rice prices Held steady during the past week in bght to moderate trading activity. Buyers continued purchases on a hand-to-mouth basis.

Export trading held to the slow to inactive levels of recent weeks with sales limited to small lots and 480 business. Rice mill by-products continued to reflect generally light demand balanced by light supply. Milling activity centered on domestic need while buyers concentrated on holding iventoriet down. Planting activity in Arkansas and Mississippi continued at peak levels although storms slowed progress in some regions. COTTON MEMPHIS, Tenn.

Thursday's spot cotton average prkes In cents per pound in the nine designated markets are: Nine market overage strict low middling 1-116 inches 62.35, up 42 points; Nine market 14 Head, 6 255,000, Average Weigh 4 09 n. Jack von Eggs Comments: Trade sentP merit about steady and cautions. Demand generally only fair at best ond disappointing Floor stocks ranged from at least ode- quale to sometimes ampkt. Prices To Retailers: To volume buyers, consumer grade A white eggs: In cartons for store door delivery. (Small volume generally to 4c higher than volume prices:) Extra Large 62-68; Large, 60-47; Mediums 50-59.

Weekly Broiler Fryer Statistics 1 000 Week Ended, Eggs Set May 15-16 Mississippi, Eggs Set Week Ended, Chick Placed May 15-16 Mississippi, Chicks Placed Week Ended, Estimated Slaughter May 22 23 Mississippi, Estimated Slaughter 5 966 LIVESTOCK Farmers have almost finished baling rye-gross hay as weather conditions have been sunny and dry; however, praclicaHy the entire state is in need of a good rain. Slaughter cow prices were slightly higher in Mississippi, as feeder prkes were uneven Fed cattle prices in the Texas Pan-hondle area were stronger, but very little trading after Wednesday. average middling 1-116 inches 63. 86, up 42 points; Four morket average middling 15 16 inch 50.38. up 61 points.

The cottonsoed oil price is 20 25 cents to day CATFISH Mississippi farm-raised catfish was steady at 52 V55c per tb. delivered plant. Volume processed for the week ending May 14, was 1,700.000 lbs. BROILERFRYERS MISSISSIPPI BROILERFRYERS COMMENTS: Although early fnoiorities for next week trending slightly lower, processor asking prices are generally unchanged when compared to a week earlier. Suppltos are not as available out of late week when compared to earlier week offerings as some plants reduce slaughter schedules.

Demand for ready to cook product for current week is generally light, but improved and usually moderately good to good for next week on both institutional and distributive requirements Weights in a fuH range, but mostfy desirable. Prkes Fob Dock Equivalent, U.S Grade Week Ending May 21, mojority 44 High 48 00, Low 39 35, Weighted Average 45.01. Revised Slaughter Of Broilers 'Fryers By Mississippi Processors: Week Ending May GRAIN MISSISSIPPI Wwkly cosh grain pntct were lower to slightly higher at the close of business Thursday. Soybeans showed an increase of 6c to 10c pet bushel, forward contracting 11c to 12c higher; wheat, 7c higher, fc 7c-12c higher; corn, dropped 2c; oats, down 4c and sorghum, closed steady, fc steady to 8c per cwt. higher.

Pascagoula Export Etevotor reports thai export demand for wheat is good. Wheat harvest has begun in some areas with yields better than expected at 35 to 40 bushels an acre and test weight 63 pounds. Grain market slow, supplies moderate and demand light to moderate. AREA LOCAL BIDS TO FARMS FOR BUSHEL Soybeans. Delta 6 75 Soybeans, Greenwood 6.47 Soybeans, Hattiesburg 6.42 Soybeans, Tupelo 6.40-6.46 Soybeans, Memphis 6 Soybeans, Friars Point 6 72 Soybeans, Greenville 6 Soybeans, Vkksburg 6.63 For.

cont. Delta 6.59 For. cont, Greenwood 6 46 For. cont, Hattiesburg 6 46 For. cont, Tupelo 6 32-6 37 For.

cont, Memphis 6.46-6.5 For. cont, Friars Point 6.59 For cont, Greenville 6 51-6 70 For. cont, Vicksburg 6 68 Wheat, Greenwood 3 10 For. cont, Greenwood 3 10 For. conl, Tupelo 2 95 1 96 For.

cont, Memphis 3.23-3 26 For. cont. Friars Point 3.25 For. cont, Greenville 3.25 For. cont, Vicksburg 3 23 For.

cont, Natchez 3.25 Sorghum Greenwood 3 90 For. cont, Greenwood 3.90 For. cont, Memphis 4.13-4.16 For. cont. Greenville 4 SHIPPED IN GRAINS-FOB ELEVATOR Yellow corn, Vicksburg 3.13 Yellow corn, Greenville 3.13 Yellow corn, Memphis 3.12 Yellow corn, 1-20 North 3 21 Yellow corn, 1-20 South 3 31 White oats, Vicksburg 2.54 White oats, Memphis 2.55 White oats.

1-20 North 2.55 White oats, 1-20 South 2.55 Sorghum Memphis 4.80 BIDS AT EXPORT ELEVATORS Wheat, cash 3.56 No. 1 yellow soybeans, for. cont. 6.81 No. 2 yellow corn, for.

cont 2 88 Sorghum for. cont. 4.19 FEEDSTUFFS MISSISSIPPI Fwd.lufh In Mrrippi traded mixtd to mostly lower at the close of business Tuesday. Soybean meal, 44 144.00 Cottonseed meal 41, Port Gibson Cottonseed meol 41, Memphis -140 00 Cottonseed meal 41, Birmingham Cottonseed hulk. Delta 32.50-36.50 Cottonseed hulls, Port Gibson 50.00 TAKE OU HOME COMPUT ER HOME.

PRIVATE INVESTMENT GROUP WANTS TO BUY INCOME PROPERTY APARTMENTS, SHOPPING CENTERS, OFFICE BUILDINGS. CHARLES D. HARLOW 601-624-2533 $395M ilSifl Jl- YNV 1 lUHll 1 I1KS1 1 1181833 1 1 Come in and ask tor a demnnMriilion Al this price yu'll vvanl loidki' the Home Computer home. I Advertisement Real Estate Investing by Randal Craft WRITING COMMERCIAL LEASES Escalation clauses may offer you pro QUESTION: I recently purchased a tection against inflation They are often 15-umt building with three commercial tied to a market index such as the Con tenants on the ground floor I have expe rience in the negotiation of residential leases, but frankly I'm a novice in the sumer Price Index. A tax escalation clause, which you probably use in your residential leases, is also common in commercial field How do I go about commercial leases Options give a commercial tenant the right to renew a lease, usually under Building The Texas Instruments Home Computer is a lot more than just games It's a computer made especially for the entire family.

Your kids can learn math. Or spelling. Or grammar. You can learn to manage the household budget. Or prepare taxes.

terms subject to future negotiation. Percentage clauses, popular with many of writing a commercial lease'' ANSWER: Residential investors shouldn't feel apprehensive about a possible move into the commercial, industrial area to take advantage of the new investment tax credits A lease is a good example of the similarities between residential and commercial real estate. the large chain store tenants, give you a base rent plus a percentage of gross sales beyond a certain point. Any lease negotiation, residential or In writing a commercial lease, it's important to give yourself adequate prep Even balance your checkbook. And when it's lime to play, you're learning from one of the best.

Learn to win at chess, The Attack. A-Maze-Ing. football or lots ofother exciting games. TEXAS INSTRUMENTS aration time. 1 would suggest that you begin preliminary discussions with the commercial, begins with a market analysis to determine prevailing rates.

Commercial real estate people often quote rates in terms of cost per square foot per year. While researching commercial space, you may find that a particular tenant at least six months before the ex piration of the current lease. This would give you enough time to iron out any details and obtain attorney approval. I Luxurious office spaces located in the heart of Jackson's downtown business and financial district. Redesigned by architectural firm of Godfrey, Bassett, Maisel and Tuminello.

Occupancy by January 1, 1983. For more information contact: William A. Semko Helen Greenberg Director of Real Estate, McRae's Realtor 968-6229 362-1145 space is quoted at $8 per square foot So. a 1.200 square foot store rented at $8 per would be happy to assist you by answering any specific questions. square foot would yield $9,600 per year, or $800 per month You shouldn't have any difficulty reading and understanding the existing INCORPOR Al ED The COMPUTER STORE Colonial Mart Shopping Center Old Canton Rd.

Parkway Drive Jackson, MS 39211 (601) 956-1581 Randal R. Craft, C.C.I.M. S.I.R. commercial lease with your residential experience Pay particular attention to sections regarding escalation clauses, op Real Estate Consultant 4554 Office Park Drive Jackson, Ms. 39216 Phone 9824101 tions, and percentages.

These are the three main areas of difference between commercial leases and residential leases.