Detroit Free Press from Detroit, Michigan • Page 6

6-A Sunday, July 17, 77 DETROIT FREE PRESS i nyuM, nil it 1 Black TV Station Making It After Months of Problems "I use Channel 62 consistently on a small basis." said Judy Anderson, a 21-year veteran media buyer for Young Rubicam in Detroit. "There aren't any ratings. You've got to go by the seat of your pants." Viewer survey companies like A.C. Nellsen and Arbl-tron whose ratings are accepted standards In the advertising business measure program appeal to the broad audience of five million to six million viewers in the Detroit metropolitan area. Because much of WGPR's programming Is strictly black-oriented, a program on Channel 62 could be viewed by 30,000 to 60,000 persons and still not show up at all in such ratings.

Neither the rating companies nor WGPR have the inclination nor the money to conduct a special rating survey in the black community, says WGPR President Banks. Despite the lack of ratings to guide them, advertisers and agents like Young Rubicam's Anderson are using1 Channel 62. "I believe in addressing the black market as much as you can," said Ms. Anderson, who places ads for a Detroit bank, Chrysler-Plymouth dealers and CBS records on the station. Banks, who launched Detroit's first black radio station, WGPR-FM, in 1964, said he hopes to invest future earnings in technical equipment for the station to provide backup for heavily used machines.

The station is also seeking a loan of more than $100,000 from the Inner City Business Improvement Forum to underwrite pilot production of a black soap opera. Continued from Page 3A million to $1.45 million, and sales will reach about million this year, Banks said. "Contrary to what everybody says, we're doing better than we thought we would and better than everyone else thought we would do," Banks said. A TYPICAL day of Channel 62 programming begins with a religious talk and prayer show In the morning, followed by a movie. Afternoon cartoons and old movies lead to a popular, locally produced teen dance show called "The Scene." After that come reruns of ancient television series like "The Rifleman" and "Peyton Place." A news and sports show at 7 p.m.

is followed by an evening movie and another news summary at midnight. Then it's movies until dawn, and the cycle begins again. Five days a week, WGPR is Detroit's only 24-hour television station. Programs on religion make up a large portion of the weekly schedule and account for a majority of the station's income. The station sells large blocks of time to religious organizations, which fill it with their own programs and services.

One group, the North Carolina-based "Praise the Lord Club," purchases 24 hours a week from WGPR, for which it pays more than $36,000 each month. SLOWLY, BUT Increasingly, Detroit area advertisers are including Channel 62 in their media budgets. 4 4 fiw1 7- Channel 62's programming is strictly black-oriented, making rating surveys difficult. N.Y. Jails Swell; Inmates Swelter; Officials Sweat Continued from Page 1A STRAIGHT-AS-AN-ARROW city and state officials mounted a massive effort to get the stricken city back to life.

As a precautionary measure, Police Commissioner Michael Coss ordered 1,500 extra police officers onto the streets for BOOTSHAPES BY CARESSA. Saturday night, joining the 2,500 normally on duty. Meanwhile, the city's Economic Development Administration reported that by noon Saturday it had received 800 calls from businessmen who reported $20 million in damage caused by INSPIRED BY COUNTRY HUNTS. looting, arson and food spoilage. As a precautionary measure, Police Commissioner Michael Codd ordered 1,500 extra police officers onto the streets for Saturday night, joining the 2,500 normally on duty.

Meanwhile, the city's Economic Development Administration reported that by noon Saturday it had received 800 calls from businesmen who reported $20 million In damage caused by looting, arson and food spoilage. Mayor Abraham Beame conferred Saturday afternoon with Bronx businessmen who had suffered looting or arson damage. A group of 20 area congressmen took a daylong tour of shattered sections of Brooklyn along with Woodie Williams, REFINED FOR BIG CITY rX haunts in 1 SUPER-LUXE LEATHER. MlWW WITH GLIMMERS OF GOLDEN METAL. pjT Kidskin leather with nylon knit lining.

A Mkf Black, amber, grey, wine. $.85 in Women's 7 4 Shoes, available aTa jj New York director of the Small Business Administration. Williams pledged that the SBA, which has declared New York and Westchester County disaster areas, would speed loans of up to $500,000 to help owners of gutted, looted businesses get on their feet again. It normally takes up to a year to arrange such assistance. Some of the estimated 2,000 businesses wracked by the violence said they would not reopen.

Others said they would. Fred Power, owner of a stripped flower shop on Nostrand Avenue and a disillusioned former SBA employe, said that If the agency could get him the money in two weeks, he would reopen. Paul Graziano, owner of the 10-unit Key Food Stores, said he lost $1 million when two of his stores in Far Rockaway were aestroyea. "We want to start over, if we can get help," he told Williams. Mayoral candidate Bella Abzug called on the state's Public Service Commission to order Consolidated Edison to pay cash refunds to storekeepers and consumers who had had to throw out food spoiled by lack of refrigeration because of the blackout.

BOOTY FOR SALE Heat and Poverty Inspired Looters ily's plight, Luis said he did not know. "I took some clothes because that's what my family needed, but none of the ones I took fit any of us, and my mother told me to get them out of the house. So now I have to try to sell them to somebody, he said. The boys spotted a police car and began to disperse but re turned to reclaim their stolen goods once it had passed. THE CITY had lived through the great blackout of 1965 with considerable inconvenience, but with little violence.

Fewer than 100 persons were arrested that chilly November day. This time police arrested 3,521, most of them looters. In all, 414 policemen were Injured trying to make arrests during the dark hours of the blackout. Their injuries, said one patrolman, ranged from "gunshot wounds to bricks thrown at their heads to baseball bats in the face." Continued from Page 1A they will see what It's like to have nothing and nothing to do." The boy who spoke, William, 19, was the most articulate of the three. And what if the stores do not reopen again, then where will people in the neighborhood shop, they were asked.

There was silence. Then Carlos asked if the passerby was "a cop or a preacher." When convinced that he was neither, Carlos said, "Look man, we can't get no jobs here, and our families are hurting." "They (the merchants) can make it, and we can't," he said. Carlos said he lived with his two sisters and an uncle in a four-room apartment, not unlike many others in the sprawling corridor of mostly rundown buildings that extends northward from Eighty-Fifth Street between Broadway and Columbus Avenue, to where it meets with the even more rundown buildings of the South Bronx. William said he lived in the area also but that his lot was somewhat better than that of his friends. His mother is a schoolteacher, and his father works for the city, he said, and he didn't really need any of the stolen booty.

"I just did it forthe hell of it," he said. Luis, who Is 17, said he lived with his mother and four sisters and a brother "in an apartment I am ashamed to take my friends to." His family is on welfare, he said, though his mother makes a little extra money as a spiritual adviser. He said his two older sisters, who are 23 and 25 years old, also worked, though he said they never talked about what they did. Asked how looting from tores would change his fam What made the blackout of '77 so different? The heat and the city's financial crisis caught most of the blame. When the blackout hit Wednesday, the temperature was 91.

But in 1965 it was 40 degrees when the lights went out. City dwellers seeking shel ter at St. Patrick's Cathedral placed their hands over vigil candles to keep warm. More Important, said Deputy Mayor Osborn Elliott, was the city economic condition. "The city was operating at a higher economic level in 1965.

The unemployment rate is much higher now. The average rate of unem nudsons ployment in 1965 was 4.6 percent. This year it's up to 10 percent. "It's simply a reflection of the fact that the urban crisis continues," said Elliott as he stood in one of Brooklyn's charred and looted neighborhoods Saturday. 1.