Quad-City Times from Davenport, Iowa • 29

Classified Advertising Inside this section section 3 i QUAD CITY TIMES Sunday, June 16, 1985 nr Co) 1 New kid on our TV block will be big on entertainment Gary L. Brandt A ecutive with Independent Television Sales, New York, N.Y. KLJBChannel 18 is intended to offer viewers an alternative to network programming, station officials said, and it won't compete head to head with the area's three existing network affiliates. "Davenport has three really outstanding television stations," Hanna said. "It would be arrogant of us to think we can challenge them.

But we can complement them by offering additional services new opportunities for both viewers and advertisers." The station will broadcast from the UHF band and it will be free to viewers. Those who subscribe to cable television also will be able to receive KLJBChannel 18. The station will be heavily entertainment-oriented and will give viewers a choice when the other networks are broadcasting news, soap operas and other fare. "For example, when the networks are showing their former executive producer at WMAQ-TV in Chicago and also worked as news administrator for an ABC television station in San Francisco. Ms.

Nixon, a certified public accountant, formerly was with Mc-Gladrey, Hendrickson Pullen, Davenport, where she worked extensively with broadcasting clients. KLJBChannel 18 represents an $8.5 million investment General manager Brandt said the station will go on the air with a staff of 30. As By Jobn Wiilard QUAD-CITY TIMES Quad-Citians soon will have another television station to watch KLJBChannel 18. KLJBChanne! 18, the community's first independent television station, will go on the air July 28 from its new studio at 937 E. 53rd Davenport.

Initial programming will include children's cartoons, situation comedies and action adventures, movies and news. Sports and locally produced community affairs shows will be offered later. KLJBChannel 18 is owned by Davenport Broadcasting which is operating the station through a limited partnership known as Davenport Communications Ltd. President of Davenport Broadcasting is Lee II anna, a New York media consultant Stockholders are James R. Davis, former mayor of Rock Island and principal of Rock Island's Hawthorne-Irving School; Simon 0.

Roberts, director of adult basic education at Black Hawk College, Mohne; and Robert C. Smith, a former Davenport alderman and owner of a Rock Island machine tool company. Other stockholders are Gary Brandt, the station's general manager; Jay Ojeda, the station's vice president in charge of programming; Kathy Nixon, the station's director of business affairs and controller, and Joseph S. Canty, an account ex- Hmmm, mm this new Chevy has a Japanese morning news shows, we'll feature children's programming. And during prime time hours, we'll be heavy on movies," Hanna said.

He said most of the programming will be "new," that is, shows that haven't been seen in syndication in the Quad-City market. Programs on the schedule include "Perry Mason," "Twilight Zone" and "What's Happening?" Movie titles include westerns like "Drums Across the River" starring Audie Murphy and "Rio Lobo" starring John Wayne. People-oriented programs include "Star Search," "Lifestyles of the Rich and Famous" and a new show entitled "The Start of Something Big," a program about people on the move. The station's management team has extensive broadcasting and business experience. Hanna and his brother, Edward Hanna, own Hanna New York, N.Y., a media consulting firm.

Before establishing the consulting firm, Hanna, 54, was vice president and general manager of WMAQ-TV, the NBC television station in Chicago. He also has been vice president and director of news for NBC. Brandt, 39, who also holds title of executive vice president of Davenport Communications comes to KLJBChannel 18 from Cleveland, Ohio, where he was vice president and general manager of WCLQ-TV, an independent television station. Ojeda, a native of Chicago, is a checks out the mand, he said. Today, imports account for more than 40 percent of the American bicycle market When Ed Schwinn took over the family business in 1980, the company also was saddled with antiquated factories and high labor costs, said Quinn.

In March 1980, 1,400 Schwinn workers joined the United Auto Workers, and the following October, they began a three-month strike. It was the beginning of the end for Schwinn's Chicago production, and gradually over the next three years the firm's four Chicago plants were closed. Schwinn opened a non-union plant in Greenville, in 1981 and began importing bikes from Giant Manufacturing Co. of Taiwan, and National Bicycle Co. of Osaka, Japan.

Employees reacted bitterly to the closing of Schwinn's Chicago plants, some calling for a boycott of Schwinn products. Thomas Leetch, who started at many as 60 might eventually be hired, he said. At the station's headquarters, an existing warehouse that never had been leased, the staff is busy assembling a studio that includes the latest automated equipment. The station's antenna recently was installed. 3 KLJB derives its call letters from the Hanna brothers' father, broadcaster and movie producer, Lee J.

Blumberg. Hanna's group was among four Quad-City Chevrolet dealers. The car debuted in the Midwest this week, and" is expected to be available nationwide in September. DeSalvo cautioned that the Nova might not be available from dealers in small towns that do not have the sales volume of dealers in metropolitan areas. BUT INITIAL reports indicate it might be worth a drive to take a look at the Nova, a name Chevrolet abandoned in 1979 when it introduced its X-body car, the Citation, in 1980.

General Motors Chevrolet's parent company, makes no attempt at masking the Nova's Japanese connection. After trying for years to fight off Japanese imports, the company decided to build a Japanese car in the U.S. Robert Burger, general manager of Chevrolet, said at a news conference Monday that advertisements will stress the Japanese connection. The reputations of American-designed Chevrolet subcompacts of the past decade, 'the Vega and the with the j. i ill X-u lit wr, applicants seeking a license from the Federal Communications Commission to operate over Channel 18.

Hanna said his station got the nod because it best fit the criteria. He noted that the FCC favors applicants whose principals include women, minorities, people with broadcasting experience and investors who will take an active role in the station's management Several of KLJB's stockholders Davis, Roberts, Smith and Canty are black. Ojeda is Hispanic. accent Chevette, haven't fared well. Burger said Chevrolet was counting on the "perception of quality" of Toyota products to boost Nova sales after the car was introduced Thursday in 25 states.

A MODIFIED Toyota Corolla, the Nova is made at a renovated GM plant in Fremont, Calif. The plant is 50 percent owned by each company but Toyota runs it and supplies 70 percent of the car's parts, including transmissions and the engines. The U.S. content of the car rises to 50 percent when labor costs are figured in, GM said. GM also will supply the interiors, sheet metal and radios.

Chevrolet GM's biggest division, has been battling low market share, which slipped below 14 percent in 1983. It has edged up, to 15.6 percent so far this year. Burger said he wants the Chevy nameplate on 20 percent of all cars sold in the United States within a few years. That would give Chevy a bigger share than that currently held by Ford Motor Co. and is deemed a giant task.

Schwinn r4 1 I i I'fifF ATO.fl If V.l'.ii'AV'. I fim Mike Wagner of Warren Chevrolet, East Moline, redesigned Chevrolet Nova (Times photo) By Kent Darr QUAD-CITY TIMES A Toyota in Chevrolet clothing has emerged on the Quad-City car market and local dealers say it has received standing ovations from customers. The redesigned Chevrolet Nova is the product of the first joint venture between American and Japanese car manufacturers. The new Nova boasts front-wheel drive and a Toyota 1.6-liter four-cylinder engine the same engine that comes in a Toyota Corolla. ITS NOT REAL pretty to look at, but customers do appreciate the Nova's good gas mileage rated at 30 mpg in the city and 37 on the high-Way and its mechanical design, said Tom DeSalvo, new car sales manager at Lujack Schierbrock Chevrolet Mazda in Davenport.

"I don't think I've seen a car so well accepted for what it is," DeSalvo said. The Nova has a base price of (7,195, and for now is available at all Schwinn at age 16 and "did a little bit of everything" over 30 years, said he was "mad, aggravated and hurt." "To me, it was the Cadillac of bicycles," said Leetch. "I had a couple of them myself, and I'd recommend them to anybody. Today I wouldn't I believe in American-made products." Ed Schwinn said the decision to halt production in Chicago was emotionally difficult, "but we had to do it to be "We've been on the site since. 1906 or 7.

There's a lot of history here," Schwinn said. Schwinn now has about 600 workers in the United States, compared to a peak of 1,900 in the 1970s. It all started in 1895 when Ignaz Schwinn, a German Immigrant, rented a shop and built 25,000 bikes, which cost between (100 and $125 each. By 1974, Schwinn was building 1.5 million bikes a year. Schwinn's market share peaked at about 25 percent In the early '50s.

The all-USA bike industry, too, is gone increase the volume of production to appease chain store merchants. With the best warranty in the business, Schwinn couldn't afford to sacrifice quality for quantity, said Edward R. Schwinn, president. Schwinn also sells its product only through authorized dealers employing Schwinn-trained mechanics, an approach intended to enhance the reputation for reliability. "You've never seen anything like the loyalty of Schwinn's dealers throughout the country," said Bill Quinn, publisher of the Bicycle Business Journal in Fort Worth, Texas.

But, Schwinn's reputation for durability had its drawbacks. Its bikes were durable because they were heavy, said Nick Page, owner of Schaumburg Cyclery in the Chicago suburb of Schaumburg. "Schwinn has always had the reputation for building a tank," he said. When the adult cycling cVaze began in the '60s, customers wanted fast, light bikes, and foreign manufacturers leaped in to fill the de CHICAGO AP) If your greatgrandfather bought a bicycle from Ignaz Schwinn 90 years ago, the warranty would still be good today. And Ignaz's great-grandson will sell you a Schwinn tomorrow with the same warranty.

But, reflecting the contemporary problems of American industry, the Schwinn you buy today probably is made in Taiwan or Japan. The company whose name is practically synonymous with American bicycles imports 65 percent of its products. Nevertheless, the Schwinn Bicycle Co. remains a rarity in an age of billion-dollar corporate takeovers. The Chicago company is in its fourth generation of Schwinn family stewardship.

Industry analysts believe that Schwinn's reputation stems both from the quality of its bicycles and a network of dedicated dealers, which today number about 1,800 from coast to coast, v. Its strategy was developed in the 1920s when Ignaz Schwinn refused to.