The Greenville News from Greenville, South Carolina • Page 82

Nations declined to say what the current advertising revenue is, but did say the station has only 10 Anderson and Greenville clients. "And with $20,000 to $30,000 a month pouring out for these shows," he said, it was a losing proposition. Nations said the schedule will expand only as the advertising does. Dropped shows will be returned to the schedule as advertisers are picked up. "It's a matter of growing into it rather than jumping in and taking heavy losses for the first few years.

We have to back up and build the thing." Viewer reaction to the cutback was swift and surprising, he added. Between 500 and 700 calls came in last week from Anderson, Abbeville, Clemson and Pendleton residents. "But at this point, it's up to our sales staff and retailers in the northeast section of our state," he said. "If they (retailers) want an independent station, they'll have to support it." Nations hopes advertisers will be more receptive to the station when area cable companies are able to offer it. So far, WAIM is on Cablevision inside the city of Greenville, but hasn't yet been picked up by Telecable of Greenville which serves the county.

Neither is it on the Easley, Maul-din, Fountain Inn nor Greenwood systems, he said, though the equipment necessary to add the station has been ordered. WAIM is now signing on at 2 p.m. weekdays with a three-hour cartoon block for children, followed by "700 Club," "The Mike Douglas Show" and a movie, then signing off at 10p.m. Saturdays, p.m., and Sundays, 9:30 a.m.-lO p.m., are heavily movie-oriented due to the relatively inexpensive film packages available. Dearth of advertisers means drastic cutback for independent WAIM WAIM-TV, UHF channel 40 in Anderson, has drastically cut back on its schedule of independent programing due to -a lack of advertisers, Bob Nations, the station's general manager, said this week.

The station had gone to 18-hour-a-day programing Jan. 1 under the new ownership of Greenville businessman Frank Outlaw III and new management headed by Nations. Under former ownership by Anderson's Wilton Hall, the station had aired only a few hours of programing daily. Now most of its recently acquired syndicated pur chases "I Love Lucy," "The Dick Van Dyke Show," "Voyage to the Bottom of the Sea," "Wild, Wild West" and a host of others have been pulled from the schedule and won't return unless the station can pick up more ad-, vertising support. "It's the classic chicken-andegg situation," said Nations.

Advertisers have adopted a wait-and-see attitude to see how the station fares, but the station can't afford to "keep pouring money down a black hole," while waiting for them. "Anderson merchants are not used to buying television advertising," Nations said, pointing out that the previous management sold only $325 in spots from July, 1977 to July, 1978. So even though WAIM is offering the unbelievably low TV rates of $10 per 30-second spot compared to hundreds of dollars for most VHF station spots it's found few takers. Vfkm yon realize vJml lib vraTtb, Your home's worth money to you. Big money.

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