News-Press from Fort Myers, Florida • Page 41

eS NEWS-PRESS Yl 2t- 1 i rfTf 1 MOVES 6 iiT (Q)jP)iL(2J SATURDAY, JUNE 18, 1983 JNGS ijjy DDOflFfl TOM? Channel 20's ratings dipped after departures of Ruechel and Washington, but so did those of its local competitors. And WINK still leads the pack. -V what the program is, you've just about reached the zenith," said Hardingham. The 6 p.m. newscast produced by the other two local stations received the following scores in the latest sweep: WBBH (Channel 20, NBC): Nielsen gave it a rating of 14 and a share of 27; Arbitron gave it a rating of 18 and a share of 29.

WEVU (Channel 26, ABC): Nielsen gave it a rating of 3 and a share of Arbitron gave it a rating of 4 and a share of 7. To make sense of these figures, they should be compared to previous scores, of which there are plenty, since there are four rating sweeps each year. Determining which figures to compare with, however, is a problem. There appear to be two schools of thought on the matter. Some say the figures should be compared with the next most recent sweep February while some say they should be compared with the same period from a year earlier.

Comparing the latest ratings with those from February reveals very little. As previously mentioned, all three stations lost at least one point in somebody's ratings and both WBBH and WINK lost four points in Nielsen's book. The share figures for each station are equally un-revealing. WBBH is up in one book and down in another; WINK gained a point from Arbitron but stayed at the same level with Nielsen; WEVU reversed that, remaining the same with Arbitron but losing a point with Nielsen. "As far as I'm concerned there's no real difference from February," Bradley said.

Going back to the ratings of a year ago produces a slightly better picture, supporting the opinion of WEVU's general manager. "We never compare a May book with February," says Ray Karpowicz of WEVU. "It's not the same audience." The May audience is naturally assumed to be smaller than the February audience, in part because of the seasonal difference in the area's population. Additionally, the switch to daylight-saving time is believed to reduce the number of viewers as people take advantage of the extra hour of sunlight Comparing May to May indicates that WBBH has lost some ground, while the other two have gained. WINK gained in ratings, shares and total households.

So did WEVU. WBBH, however, lost points in each category. "It would appear that WEVU Is doing a little bit better, that WINK is doing a little bit better and we have slipped a little," said Bradley, after reviewing the statistics. But again, he said he thought the slide would have been greater. "I'm encouraged," Bradley said.

News director since November, Bradley believes other changes WBBH has made in recent months must have counterbalanced the loss of the two popular personalities. He cites increased consumer reporting and the use of live location reports as among the improvements made by the station. Bradley also believes the new transmitting tower installed by WBBH will eventually make a difference in the station's ratings, but he doesn't expect that to manifest itself for about two years. "Up until the end of May we had an inferior signal to WINK," Bradley said. This naturally gave an advantage to WINK in households that do not have cable.

Bradley believes WINK has other advantages over the other two stations, not the least of which is the fact that it is a CBS affiliate. "CBS News is the most widely watched new program," he said. "I'm sure they get some viewers from that" Hardingham, however, says, "I think we help draw people to it (CBS News)." See RATINGS, next page By PETER G.JOHNSON News-Press Staff Writer Did they or didn't they? That Is the question. Did Al Ruechel and Ukee Washington cost WBBH precious ratings points when they quit the station in February? Or do personalities actually have little bearing on which news shows people watch? Those looking for the answer in the latest television ratings released by national surveyors Nielsen and Arbi-tron are likely to be disappointed. Comparing the latest ratings with the next latest In this case February's reveals that WBBH did indeed lose a point or two.

But then, so did the other two local stations, WINK and WEVU. Perhaps the only true conclusion that can be drawn from the maze of figures is that the pecking order of the three local stations remains the same WINK leading the pack, followed by WBBH and WEVU. Beyond that, it's all a matter of how you look at the figures. "Who was it Mark Twain that said there are lies, damn lies and statistics?" asked WBBH news director Jim Bradley. "Well, the ratings book is, after all, just a set of statistics." Bradley, for one, believes the loss of Ruechel and Washington did hurt WBBH in the ratings.

Ruechel was a popular anchorman for more than three years who left in February for a job in St Louis. Washington was the station's sports director until taking a job in Atlanta, also in February. "To tell you the truth," Bradley said, "I'm surprised we didn't slip more, with the personnel changes we've had." According to Bradley, a loss in ratings is expected after a change in news anchors. "For decades, when stations change talent they tend to drop initially, even if the people who come on board are better than the people who left," Bradley said. The program director, at WBBH's closest rival, WINK, disagrees.

"In the years I've been in television I've yet to see a change in personalities make a hell of a difference right away," said Jack Hardingham. "You just don't change news (ratings) overnight News (watching) is a matter of habit." The latest stats on the public's television habits are the results of a "ratings sweep" in May, the second such sweep of 1983. The ratings' importance to station managers is easy: "They convert to cash, it's a simple as that," says Hard-ingham, explaining that the higher the ratings, the more a station can charge advertisers. Station managers also look closest at the figures for the locally-produced 6 p.m. newscast, since it is the principal area of competition among local stations.

"All stations vie to be number one in news," says Hardingham. "That's where they put their money." Essentially there are two noteworthy figures used to judge a show's popularity: the rating, or the percentage of all households with televisions watching a particular station at a particular time; and the share, or the percentage of households with TVs actually turned on that are watching a particular station. To understand the difference, imagine a market in which there are 100 households with televisions. Let's say that during the 6 p.m. newscast, 90 of the market's 100 televisions are turned on.

If half of those 90 TVs, or 45, are tuned to the same channel, that station would have a rating of 45 (45 percent of all households) and a share of 50 (50 percent of those actually watching). Simple, yes? At any rate, according to both Nielsen and Arbitron, WINK (Channel 11, CBS) is the undisputed leader at 6 p.m. Nielsen gives the station a rating of 27 and a share of 50, while Arbitron gives it a rating of 30 and a share of 50. Not bad by anybody's standards. "When you get a 50 share of anything, I don't care JferfC 20 I News-PressDave Meyers People's choice The good news column Mary Philomeno Fort Myers Sander David Steele Fort Myers Do you know someone who has done something out of the ordinary? Perhaps that someone has been rewarded lor a Job well done at work, In school or in a club.

Or maybe that person deserves recognition tor some other accomplishment It you have some good news to share with our readers, send the Information, and a black-and-white photo It you have one, to: People's Choice, P.O. Box 10, Fort Myers, Fla. 33901 Please Include a telephone number where your people's choice can be reached It we need more Intormatlon. After one year at the Florida Air Academy in Melbourne, Sander David Steele, son of Joan A. Steele of Fort Myers, has been promoted to the cadet rank of Airman First Class in the Flori 1 I School and is interested in pursuing a career in medicine.

Nina Place Port Charlotte Charlotte High School senior Nina Place recently became the first student to receive a fine arts scholarship from the Allen M. Bailey Memorial Fund. The 18-year-old Port Charlotte woman won $500. Place has been accepted at Greenfield Community College in Greenfield, where she will major in graphic arts. The scholarship fund was made possible by a benefit concert last November in memory of Bailey, who had retired as public relations director of Medical Center Hospital of Punta Gorda shortly before his death from cancer in 1982.

Right now Mary Philomeno is content working as a secretary for an attorney. One day, though, she may just stick her own framed law degree on some office wall and hire a secretary of her own. "I'd like to try (law school) one day," said Philomeno. The 26-year-old legal secretary was recently honored as "Member of the da Air Academy Corps of Cadets. Steele was recommended for the Jpromotion by the Cadet Promotion ooara, we Acaaemy Administration and the Faculty and AFJROTC Depart ment on the basis of his academic LS 1 jf klL Year" by the Lee County Legal Association.

Philomeno has enlevement and leadership qualities. STEELE Steele will begin his senior year of high school at Canterbury School in Fort Myers in the fall. happy here. The cases are interesting." Since coming to Fort Myers, Philomeno has worked her way up in the Lee County Legal Secretaries Association from recording secretary to vice president and now president She has also worked as the area's representative for the National Association of Legal Secretaries. "My dad never pushed me to get a law degree," said Philomeno, "but it might be nice to have one some day." "She's very ambitious," said Glennie Weller, who nominated Philomeno for the People's Choice column.

Philomeno wasn't the only one who received an award at the recent Lee County Legal Secretaries Association banquet. Jeffrey Kushner, of the law firm of Kushner and Castellanos, was named "Boss of the Year." Maureen Bashaw Kimberley Hall Fort Myers T. Wain Miller philomeno worked for four years as secretary to John Noland of the law firm of Henderson, Franklin, Starnes and Holt in Fort Myers. Philomeno, who is married to residential contractor Tim Philomeno, wasn't new to the legal world when she was hired by the law firm. Her father is an attorney in Jefferson, Ohio, and she graduated from the University of Akron with a degree in legal secretarial science.

"It takes a lot of work, a lot of schooling to become a lawyer," said Philomeno. "I wasn't ready for all that extra work and time when I was in school. Right now I'm Kimberley Hall has been selected by Northwestern University in Evanston, 111., to attend an intensive five week summer program in theater arts at the university's National High School Institute. Hall was an honor student at Fort Myers High School and a member of the Thespian Society, Civltans, Student Council, French Club and Chorus. She is also a member of "Dramatic Kids and Co." in Lee County and a member of the Gulf Coast Opera Company.

She is the daughter of Kathleen Green of Fort T. Wain Miller, a native of Fort Myers, is a member of an advertising agency team that recently captured two gold awards in the second annual International Radio Festival of New York. The awards were won by Jim Johnston Advertising, a New York and North Carolina advertising firm, for the agency's work for Amalgamated Bank of New York. The winning commercials featured the comedy of Jerry Stiller and Anne Meara. Inside Boxer shorts may be better miller Miller, who joined the agency a World church convention set 5 The World Council of Churches representing 400 million christians from more than 300 churches has scheduled its sixth assembly this summer in Canada to discuss members' attitudes toward many controversial issues including disarmament, the environment and aid to the Third World.

Abortion and admitting gay clergy are not expected to be major topics of discussion. Vu Hoang Cape Coral 4 year and a half ago, serves as account executive on the Amalgamated Bank account The agency, founded in 1974, reported billings of nearly $20 million last year and serves more than a dozen clients, Including The Wall Street Journal, Barron's, Reader's Digest, Westinghouse and Drexel Burnham Lambert For couples having trouble conceiving children, despite counseling and despite visits to the doctor, a brief letter to Abby may have a solution. Vu Hoang Is the recipient of this year's $500 scholarship from the Lee County Medical Society. Hoang was Valedictorian of the Class of 1983 at Cape Coral High..