Star Tribune from Minneapolis, Minnesota • Page 32

Minneapolis Star and Tribune Nov. 14, 1983 8C position," Herzig said. "It is a very, very close race no question about it, at least in terms of ratings. But I still think we beat them in news content, hands down. I'm not displeased with our product.

We put out the best product with the best news in town." Herzig said Channel 5's 10 p.m. newscast had a late start nine times in October because of baseball or football games or because of long movies that ran past 10 p.m. He said he expects KSTP's ratings to improve this month, which is also a ratings period. COLEMAN: Ratings victories please WCCO ratings for the early evening news show were hurt when the 6 p.m. local newscast was moved back to 5:30 and the NBC national news program was moved to 6 p.m.

The idea was that viewers would be able to watch local news on Channel 1 1 while channels 4 and 5 carried national news, or watch NBC's news while 4 and 5 broadcast their local newscasts. So far, at least, it isn't working. At 5:30, according to Arbitron, 33 percent of the viewing audience watched the CBS national news on Channel 4 and 25 percent watched ABC's national newscast on Channel 5 while 6 percent watched Magers and Pierce do the local news on Channel 11. At 6 p.m., Arbitron said 34 percent of the viewers watched WCCO's local by building larger lead-in audiences for the newscasts on competing stations, he said. But Johnson said those factors may have been offset last month by viewer interest in WCCO's new studios on the Nicollet Mall.

"It could be that a number of viewers were interested in seeing what the new building had to offer in terms of our newscast and that they found it attractive," Johnson said. "I don't think there's any question that our picture's more cosmetically attractive that our sets are more attractive and that our anchors are lighted more attractively." Channel 5's news director, Dennis Herzig, said he wasn't worried by Channel 4's surge in the ratings last month. "We remain in a very strong news and 31 percent watched KSTP's newscast while 7 percent turned to Channel 11 to see NBC's national newscast. But Kirby said he thinks Channel H's early news audiences will improve. "You can't expect to move to a new time period and have everybody flock to you," Kirby said.

Meanwhile, Channel 4's news director, Reid Johnson, is pleased with the October surveys, which declared all three of WCCO's evening news programs to be ratings winners for the month. WCCO hadn't had a clear ratings victory since October 1982 when the station premiered a new format. Johnson said the station didn't expect to do as well as it did. Baseball playoffs and the World Series usually hurt WCCO in October YOU CSkOOSE: KOL10VER 01111 FEPJSIOFJ FUND IOTO ATJ BOA TUIifJITOlECl TO THE OS The Choice is Gear. Maybe you're leaving a company.

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Cb First Federal Savings WELLINGTON WINDOW SALES: 6300 Cedar Ave. Minneapolis, MN I IW Wl I V. 1 II IUI IVIUI Continued from page 1C far behind KSTP-TV and WCCO-TV, which last month jumped ahead of KSTP to reclaim first place. According to the A.C. Nielsen and Arbitron ratings services, Channel 11 's 10 p.m.

news show was seen, on average, by just 11 percent of the viewing audience the same percentage it won during the last ratings period" in July, before all the changes were made. Channel 4's "10 P.M. Report," by contrast, won 38 percent of the audience in the ratings books up 6 points since July. KSTP's "Eyewitness News Update" was given 35 percent of the audience by the Nielsen survey and 36 percent by Arbitron about the same as in July. Translating those statistics into more meaningful numbers, the Arbitron survey says WCCO's 10 p.m.

news shows were watched in 259,000 area households on an average weeknight and KSTP was viewed in 236,000 homes. Only 72,000 homes had Channel 11 's news on the tube. That's one-eighth of the total news audience. The ratings results for Channel H's early evening news shows were even more grim. Both services said only 2 percent of the area's TV sets were tuned to WTCN's 5:30 p.m.

local news report. That's the same rating that Channel 5 gets for its newscast at 6 o'clock in the morning! And it's down a point from the July ratings for the station's 6 p.m. newscast (the show was moved back half an hour in September). In addition, "Newscope," the station's 5 p.m. news feature program anchored by John Bachman and Marty Burns-Wolfe, had an abysmal beginning, scoring a rating of 2 in the Arbitron survey and just 1 in the Nielsen book.

That means as few as 1 percent of area sets were on and tuned to Bachman and Burns-Wolfe while nine times as many sets were tuned to reruns of "The Love Boat" on Channel 9. Love Boat" also out-points KSTP's 5 p.m. news report, which had an 8 rating. WCCO's 5 p.m. news show narrowly surpassed "The Boat" with a 10 rating from Arbitron.) There was more than a little disappointment and concern expressed In the WTCN newsroom last week when the ratings were posted.

Some "News 11" reporters were said to be griping that "Leave it to Beaver" reruns on Ch. 41 got as many viewers as they did last month. But, to be fair, it's too early to judge how well Channel H's new look is being received by the viewing public. Officially, at least, the station is sticking to its guns: improvement in the ratings will be a long, hard process. "We've said all along that this is what we expected," said Tom Kirby, WTCN's vice president for news.

"We don't expect to see any effect (in the ratings) until next year and it's probably going to be next May or so before we see what direction the station is taking." Kirby said the .0 KM siis II aY 1 MM? 1 Advertisement Meet a Junior Business Leader Mike Engstrom, age 13, is in 8th grade at Sandburg Junior High where he maintains a average. He enjoys drawing and said he hopes to be an architect someday. Mike has been a Minneapolis Star and Tribune carrier in Golden Valley for two and one-half years. He delivers 40 papers every Saturday and Sunday, and says that when customers request that the papers be put in a special place, he is happy to comply. For the past ten years, our neighbors have looked to us for the best in chemical dependency treatment.

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