The Missoulian from Missoula, Montana • 24

D-2 Miasoulian. Wednesday, January 5, 1994 BUSINESS Daily market roundup KECI KPAJ( ratings surge pas Jiimuii 4, 1094 A mm Low 1 3.718.K') Xw 3,794.33 3783.90 27.30 mm' By MIKE MclNALLY ol Iho Missoulmn 3825 3775 3725 3675 3625 3575 3525 1194 2194 11193 12193 10193 January 4, 1994 etterman's show also enjoys a lead over "The Tonight Show." l.ctternian attracts a 31 share in Missoula, compared to an 18 share for The Tonight Show." Jim Harmon of KECI said the ratings numbers weren't unexpected. "We've had a number of changes in the last 12 months," Harmon said; the station has been shuffling its on-air personnel for various reasons. That shuffling reached a peak this year when newsman Len Johnson arrived to anchor KtCTs newscasts and then was lured away a few weeks later by a Chicago station. "Whenever you have change, you kind of expect to take a small hit," Harmon said.

In terms of prime-time programming (programs that air from 7 to 10 p.m. Monday through Saturday and 6 to 10 p.m. on Sunday), KPAX enjoys a slight edge in the Missoula market, with a 29 share to KECI's 25. But that's to be expected, because CBS programs are generally higher-rated nationally than NBC shows. The third Missoula station, KTMF, is a UIIF station and naturally draws a smaller number of viewers.

The ratings book for November's prime time gives KTMF a 13 share. station. KCTW, prepares its own local broadcast specifically for the Kalispell maiket; Kalispell viewers of KPAX see the same show that's produced in Missoula. Sullivan said that adding the Kalispell numbers to the Missoula numbers gives KPAX a 34 share to the 2'J share drawn by KLCI KCTW. Sullivan, naturally, was happy with the numbers.

"We're working hard to do this," he said, "and it's good to see this pay off." A big move for Kl'AX was convincing Jill Valley, who had been anchoring newscasts at KFCT, to lease that station fof a job at KPAX. And another high-profile defection didn't hurt KPAX, either talk-show host David Letterman's switch from NBC to CBS, where his new show airs an hour earlier, has likely been a boost for KPAX. (Before Lcttcrman started his new 10:30 p.m. show for CBS, the programs following KPAX's 10 p.m. newscast were the low-rated "Crime Time" scries of dramas.) But Lcttcrman nationally has been besting his primary competition, "The Tonight Show," which airs on NBC stations such as KECI.

In Missoula, according to Sullivan, 466.89 I lliyh 4hb.M Hiyhcsi close '-ow 464.44 In the battle for viewers, Missoula's KPAX has opened up a lead over rival KLCI, according to ratings numbers gathered in November. And in the ID p.m. showdown between the two stations' night news reports, Kl'AX is adding to its lead over KLCI, according to numbers supplied by Bill Sullivan, Kl'AX general manager and president. The 10 p.m. news competition is of interest because it's the only lime that the two stations go head-to-head with news shows.

(Missoula's third TV station, KTMF, offers no local news programming and runs the tabloid news show "Hard Copy" in the 10 p.m. slot.) Sullivan said that in the Missoula market, Monday-to-Friday ratings for the 10 p.m. news indicate that KPAX draws a 33 share to KliCI's 14. (A share is the percentage of all homes with TVs on at the time; a 33 share, for example, means that 33 percent of all homes with TVs on arc watching KPAX.) When you add the Kalispell market to the Missoula numbers, KPAX's lead drops dramatically, but that's because KECI's sister 480 470 460 450 440 430 1194 2194 111,93 12193 10193 AP CBS regroups after Fox intercepts football coverage Conventional mortgage rates in Missoula Range ol mortgage rales according to weekly survey From 7i2 no points to 7 1 14 points By MIKE MclNALLY ol Ihe Missoulian 5 0 5 0 5 0 5 0 had a "handshake agreement" with NBC. CBS affiliates are scheduled to meet soon in California, Sullivan said, and the loss of pro football and the resulting hole in stations' Sunday-afternoon programming is certain to be the No.

1 topic. There will be pressure to rush to find replacement programming, but Sullivan said he will push for a calmer approach. "I think it's time to get innovative," he said, "to say 'let's use our imagination' and find something fresh to broadcast on weekends. affiliates nationwide. As chairman of CBS' Affiliate Advisory Board, Sullivan is in a position to know.

The affiliate board serves as a liaison between the network and the television stations that carry CBS programming. In December, CBS affiliates were stunned by the news that the network had been outbid by Fox for the rights to broadcast NFC games. "We're not happy at all," Sullivan said. "It's a big disappointment to lose the NFC." Fox bid $1.58 billion for the NFC games. Sullivan said that Fox is certain to lose millions on the deal, but he noted that the goal of the bid is not to make money but rather to buy respectability for the fourth network.

Sullivan said CBS affiliates realize that it would have been foolish to try to match the Fox bid. But the affiliates still have questions about what happened next: When CBS officials learned that they had lost the bid for the NFC, they tried to bid for the rights to the NFL's American Conference games, which arc broadcast by NBC. CBS officials bid more for the AFC games than did NBC, but the CBS bid was rejected on grounds that the NFL CBS affiliate stations aren't happy that CBS has lost the right to broadcast pro football games. But many of them realize that it would have been financial folly to match the offer from Fox Broadcasting that persuaded National Football League officials to award the rights to the NFL's National Conference games to Fox. That's the reading that KPAX General Manager and President Bill Sullivan gets from CBS JJ 3 12 26 2 9 23 30 14 21 4 -I November October The price is right.

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wycEOTicins Your Office Products People 330 N. Higgins Missoula 406543-5183, toll-free: 800823-0440 Western Montana Sports Medicine Fitness Center, 5000 Blue Mountain Msla. (continued) international competition and the stock market's demand for maximum profit. One way to cope: Replace people with machines. Another: Move jobs overseas.

Another: Just cut costs by cutting jobs. These big companies have shed nearly 2 million jobs over the last four years. Another 2 million jobs have vanished at smaller firms. But 8 million jobs were added by small, fast-growing firms that are latching onto narrow markets. The result: a net increase of 4 million new jobs.

But a panicked worker can't just quit a job with a big company, go to work for a small and growing company and ride the wave to prosperity. It's not that simple. Only about 70 percent of those fired by big firms find jobs at the smaller firms, and it takes each employee an average of 3.3 months to find a new place. Many of the lost jobs required their holders, whether workers or management, to carry out highly skilled but narrow and We Bring Missoula And The Bitterroot The Most Cellular Coverage In Montana. specialized tasks.

The new jobs in the small companies are broader and require more skills. Of all the American firms with 100 employees or less, only about 4 percent are the fast-growing variety, Birch said, and they are accounting for 70 percent of all the new jobs. Most are in services: Only 2 percent are so-called "high-tech" companies. Because there are so few of them, it's hard to spot the ones that will take off. In addition, the small fast-growing companies are inherently unstable, Birch said.

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