News-Press from Fort Myers, Florida • Page 47

5D Fort Myers Nes-Press, Thursday September 12, 1974 Howard Hoffman At Helm SALE! CRUSHED VELVET HOME ACCESSORIES from Page TP FLORIDA CRUSHED VELVET FURNITURE THROW COVERS Update your furniture with luxurious crushed velvet throws of machine washable and dryable cottonrayon. Select topaz gold, avocado, brown, red or dark blue. Small chair size, reg. 1 4.00 1 0.97 Large chair size, reg. 22.00 1 8.97 Sofa size, reg.

25.00 21 .97 Bedspreads Hoffman says the station news staff will be producing more local documentary programs in the future and he says. "Local programming is great but you have to come up with local programming that can be viewed. The biggest problem is doing it well in this kind of market." Southwest Florida is 165th on the list of top-rated TV markets in the U.S. That's a long way down on the list, which takes into consideration population and economics. One change that has been made on the station's newscast is the deletion of the nightly editorial which was done by Buerry.

Hoffman says he believes in editorials but not on a regular basis. "Our news staff will continue to do editorials," he says, "but only when they feel an editorial is warranted." Hoffman's life away from the station is centered around his family. "My daughter," he says, "is an AAU swimmer and the family on weekends to attend swim meets around the state. In my spare time I just like to go to the beach and relax with the family." His hopes are high for his station and he says employe morale is "the best it has ever been. Everyone feels we're going to do bigger and better things on every level.

"I think TV is great. To me it's the most powerful communications force in the world today. I think, like anything else, it has room for improvement and there are some strong forces at work within the industry to improve it." the back of the TV sets in these homes. When the set is on, the recorder notes the program, time and station being viewed. The following morning', Nielsen dials these sets and the viewing data is retrieved, processed and printed for use.

In the Southwest Florida market and other designated television market areas, there are three viewing sweeps per year, November, February-March, and May. Sample homes are once again selected on a predetermined demographic basis and the selection made from names listed in the telephone directories. The sweeps are for four weeks, but diaries are kept for one week periods by the families participating. The diaries are then mailed at the end of the week by these families to the proper computer center for processing. Books are then published with the data and made available to subscribing television stations and advertising agencies where they are used in reaching decisions as to what is the best time buy for their product in that market at that time.

Hoffman says the station is in the process of making some changes and, "This gets into a couple of areas I don't like to dwell on too much. I can say that we're dedicated to the best possible news coverge we can provide for a market of this size. We've worked real hard on the news program. I don't see us going to an hour of news. I don't feel a full hour is needed in this market and it's difficult to do a full hour of news each night and do it well." between departments and morale is at an all-time high." Hoffman came to WBBH the year the station went on the air.

1968. He was sales manager then and secretary-treasurer of Broadcasting-Telecasting Services. A native of Wisconsin, he graduated from Wisconsin State University with a degree in business education. He taught high school for a few years and then went into forestry research work. "I've had three careers," he says, "and I feel all of them were very beneficial to me.

I learned a great deal and I'm still learning." A gentle man with an almost hidden sense of humor lurking just beneath the surface, Hoffman says he feels that television is doing a good job. He is concerned with ratings, as most commercial television people are, and he says he believes ratings are valid. "I believe," he says, "that ratings are the best guideline that we have. I don't believe that they're infallible but they're the best indicators we have of what the public wants." The Nielsen and Arbitron ratings are the best indication of the most popular shows on television, according to Hoffman. The fast, overnight Nielsen reports are basically used by the networks in their program evaluation.

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