The Atlanta Constitution from Atlanta, Georgia • 34

14-C. 3Hif Atlanta flournnt AND CONSTITUTION MONDAY, AUGUST 19, 1985, of what he believes will be a $230 TV CROSS CREEK million market in three years. FROM 1C "The investments we're making in programming are not a fluke," he said. "We intend to be around for awhile, but to do that we have to OFFICE LEASING SERVICES have something the people wil! watch. PRIVATE FURNISHED OFFICES STAFFED EQUIPPED ECONOMICAL Since 1962 WAGA's Raymon said he is aware that "the emergence of the independents will cause some ero INCOME PROPERTY PHASE CLOSE OUT SPECIAL Buckhead Area Fully Managed Pre-Leased 90 Loan Priced from Golf Course on Property Call Max Beardslee for more information sion at bis station." He said, however, that "this is an excellent, viable and healthy market with enough to go around." But Andy Fisher, general man LOCAL Perimeter Center Peachtree Dunwoody Pavilion (404) 256-0009 Northwest Perimeter Powers Ferry Landing (404) 955-1040 LenoxBuckhead Lenox Towers (404) 261-5971 NATIONAL Atlanta Chicago Dallas Denver Houston Newport BeachLA New York City San Francisco Washington FOR NATIONAL INFORMATION CALL: 1-S0O-331-MM ager of WSB, Channel 2, said such revenue growth for the independents is highly unlikely.

"Braves baseball is the only le 'WWVVrWWWAMrW gitimate hit on independent televi sion in Atlanta, and you really can't call WTBS a local Fisher said. "Both 46 and 36 are ag gressively buying programming, but I believe they will be taking market share away from each other. They haven't been successful yet in estab lishing a stable adult audience. It rn fluctuates greatly." LJJ The audience fluctuation at the local independents is largely due to their heavy scheduling of movies as opposed to regularly scheduled cvJS Introducing The XT Pw Compatible System You Have Been Waiting For shows. The argument over program' LOWER RATE HOME EQUITY LOANS Borrow ming costs aside, WGNX's general manager Herman Ramsey defends the assertion that independent television will become a major factor Ik IDS Personal Computer in Atlanta.

iJ "It's realistic that independents ADD 500M will control more than 35 percent of 10 MB UPGRADE COLOR UPGRADE VJ2-360K Disk Drive A Keyboard. DOS 2.11 I ADD 300 Monochrome Printer Adapter the market revenues in three or four years," Ramsey said. "If that Uses IBM Compatible Boards and Drives 130 Watt Power Supply Pay only were not possible, I don think Amber Monochrome Monitor jv'l 1 Year Manulacluiers Warranty 8 Slots on Mother Board 4 Power Leads lyl 256K Memory "Now that it's started, I have no idea where it will end," said Paul Raymon, vice president and general manager of WAGA Channel 5. His station recently bought the syndication rights to "Magnum P.I." for $60,000 per episode. Jack Lease, vice president of programming and operations at WXIA Channel 11, said, "The whole cosmetics of the market have been changed by these outlandish prices." He added, "We're looking at everything that comes down, but I don't see how you can make money on these shows when you air them if you have to buy them at these rates." However, John Serrao, WATL's general manager, argues that price escalation for programming in the Atlanta market began two years ago when Tribune Broadcasting Co.

bought WANX for $32 million from the Christian Broadcasting Network and changed its call letters to WGNX. "They have spent $40 million to acquire programming," Serrao said, "We're doing what we have to do to become competitive in this market as soon as possible. They've spent their millions and now we're spending ours." He added, "Everything we're doing is within our 10-year budget." Outlet Communications of Providence, R.I., a subsidiary of the Rockefeller Group bought WATL last year for between $28 million and $30 million. WATL had been owned equally by Sillerman-Morrow Broadcasting and an investment group headed by Atlanta attorney D.R. Jones.

"The purchase was tantamount to a start-up operation," Serrao said. 'The programming was very weak. From a business viewpoint, it was definitely a loss situation, but we will be operationally profitable by the end of next year." Serrao believes the network affiliates criticism stems from their realization that independent television is finally asserting itself in the Atlanta market "They are very much aware of us and Channel 46," Serrao said, "because every share point we get has to come out of their hide." As for WGNX's criticism, he said: "They spent a lot of money last year, and apparently aren't willing to meet these prices this year. But they sure don't want us to have the programs either." According to Paul Kagan Associates the Atlanta television market's local advertising revenues excluding WTBS have climbed from $96 million in 1980 to an estimated $190 million. WTBS has about a 7 percent share of the Atlanta audience, but Kagan excludes WTBS from their local market revenue analysis since it is a cable television "super station" and focuses its advertising on a national audience.

Kagan estimates that independents have about 14 percent of the overall market, but Serrao said independents could capture 30 percent Tribune would have made its invest ment in the Atlanta market." Ramsey claims that Atlanta's 'DSDD Parous 2)l no. Full 1 Year Warranty on (All Systems We Sell In Fsmoes 25 Pat "'Wi Uftimi Guanines I Lifetime Guarantee network affiliates have posted operating returns of more than 30 percent for decades, while the indepen Never Before nsun A OS tVc At This dents have survived with very thin (FOR IBM-ATjOt" BeiettO Low Pries operating margins. Th. Nation'! He said that prior to Tribune's Low Prlct lesdor Just one of the many plans and terms available to property owners. Decisions made In Atlanta.

Approvals within 48 hours. Brokers protected. Monthly payment based on $21 ,000 loan. $262.26 Mo. 1 80 months Annual percentage rate 13.74 ATLANTA (404)955-2121 purchase, the station operated on a margin of 4 percent to 5 percent.

3790 Green Industrial Way, Atlanta. Ga 30351 (404) 451-2030 1 Mil. Iniilc Jvit trff PoHctutce 8Jf. MoT. I Sal 10 Cti men Gme Trmi UmliUlify I f-nui hM lo CM.

6300PC 1-DRIVE 1695" 1-360K Orive. 128K, KeySowd. ParsllelSerlsl Purl, Nigh Res Green Monitor, ClocWilenH awl ATtT DOS M. 10 MB SYSTEM 2495" 20 MB SYSTEM 2795M IBM-PC-XT 2 DRIVE SYSTEM 2295" 10 MB ADD S00N 20 MB ADD 700" TOSHIBA 1340 PRINTER 549M "We had significant losses the first year under Tribune, but we'll be back in the black this year. But MACON COLUMBUS the return will be less than 5 per (912)742-3866 (404)323-9412 our Best unking Near Lenat Duality Printer cent," Ramsey said.

"We're aiming for that 30 percent return. It's some eaataaaaaaaaaaaasaai i- time off, but that our goal." I 77 JfOME EQUITY The future of WVEU, Channel 69, is unclear. The local owners of the station, founded in 1981, have been negotiating to sell it to Con CENTERS, INC. The Money People cord, RBP Corp. owned by broadcasting investor Desales HEW 1986 ISIIZU TROOPER II HSVf 5SpdACAMFM Harrison.

The status of those negotiations could not be determined. Neverthe less, Harrison's company has pro ceeded to line up programming in the event he does buy the station. For example, he has paid upwards llYhl mini aeaeiaa aaaa fifctlf ISIJ.IU IMPULSE I AC P.Windows P. of $45,000 per episode to get WVEU the future rights to "The A-Team." "It's fair to say that the Atlanta market has been stirred up," said Sharon Armbrust, an analyst with Paul Kagan Associates. "It is an extremely attractive market, with a lot of growth characteristics common in the Sun Belt.

It will be an interesting market to watch for the next several years." aa I 1 Locks Cass. Cruise Trip Computer Alloy Wheels I I I Meeting to focus on foreign trade MEW 1936 ISUZU PICKUP 4Spd By Maria Saporta Staff Writer I i TO START, PLUS MILEAGE, FOR PART-TIME WORK. The Atlanta Journal and The Atlanta Constitution are hiring newspaper distributors to work part-time, up to 25 hours per week. Hourly rate increases are given periodically. An automobile is needed.

No collections. Morning or evening hours available. Join our delivery team today. Routes available in Cobb, Clayton, DeKalb, Fulton and Gwinnett. 526-5729 526-5015 SljeailanlaSaunuiI THE ATLANTA CONSTITUTION il r.

i. Equal Opportunity Employer MF 1 1 rt'-la ih II VTfl Small Business Administration, the Atlanta Chamber of Commerce and executives from private industry will speak at the all-day conference. The conference will begin at 9 a.m. at the Georgia-Pacific auditorium downtown. The $25 fee includes a luncheon and the registration cost for the conference that will end at 4:30 p.m.

"We just think that people need not be scared of international business," said Aaron Turpeau, commissioner of the Department of Community Development. "We see our role as being a catalyst for small businesses wanting to get into import and export. We have a lot of resources in this town, and they are very rarely coordinated. After this conference, they will have some idea of who to go talk to next." The city of Atlanta will hold an international trade conference Thursday to let small businesses know what economic opportunities exist beyond the U.S. borders.

"With the strong emphasis on Atlanta as the next great international city, export-import trade has become increasingly important to small business," Mayor Andrew Young wrote in a letter inviting entrepreneurs to attend the conference. The international conference, called "Atlanta's Untapped Resources," will touch on many different facets of foreign trade. Representatives from the U.S. Department of Commerce, the U.S. A FEATURE OF CLASSIFIED ADVERTISING A WORLD LEADER IN HIGH TECHNOLOGY KEC EEEAKS $2500 BM1ER ON ADVANCED APC 111 10 HARD DISK SYSTEM FOR Sf'ALt BUSINESS AfJD PRODUCTIVITY APPLICATIONS Al.

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