News Scrapbook 1989

San Diego, C.lir Union (Circ. D 217,324) (Cir~ S. JJ,, 7 .88)

San Diego, CA (San Diego Co.) Evening Tribune (Cir. D. 123,064)

MAY 2 2 1989

MAY 2 2 19Bg

F.st. 1888

Publisher champions variety in advertising the product . 99 sal he said

Choosing case studies to Illustrate, Hoke gave these illu !rations: • The 1,100-store A&P grocery chain sought customer names and addr es for a data base. A new store opening ju tified a 73,000-piece malling. Agift prom1Se bought 10,000 people to the opening. mailpieces were verified for the gift, A&P creat- ed an instant list of 10,000 customers, he said. • Australia's Mercedes automo- bile dealers spent $1.5 milhon for a telev1s1on campaign followed with 30,000 mailers offering a free video about the cars. The mail offer drew 7,844 requests, Hoke said Urged to call a local dealer for a test drive, ' 500 did, and 93 bought cars at $100,000 each," he claimed. "That's a 9.3 million return on a $1.5 million investment." • Steinway Pianos, which oper-

On marketing Rod Riggs ates a smgle retail store in New York City, appeared in the New York Times each Tuesday and Thursday with nine ads keyed to in-store events. The ads included an 800-num- ber to call for reservations. "This alone brought in 40 to 50 people each week," Hoke said. Once in the store, visitors were urged to sign a guest book - creating the data base which was the goal of the campaign - and were assigned to a salesperson for followup. Steinway now has pro- duced program kits for its dealers nationwide, Hoke said. • Mary Kay Cosmetics got cus- tomer lists from its 200 sales repre- sentatives and sent four mail pieces

offering a premium with current or- ders. "This got an unbelievable 33 percent return," Hoke said. The com- pany, stabilizing its mailing list at 5 million names, expects to build value on a mix of 20 percent mail and 80 percent follow-up phone calls, he said. Hoke also cited a computer system and data base used by Brady's menswear stores. Triple-threat course Certificates were awarded tae first graduates of a course in profes- sional direct marketing sponsored jointly by Sao Diego State IImversi- ty, the University of San Diego and the club itself. ''This may be the only course in the country involving a public uni- versity, a private university and the business community," said Peter Higgins, chairman of the club's edu- cation committee. "These people got

a whole lot of different stuff from a lot of different people." Certified as direct marketing pro- fe; ·onals after completing four six-

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: Advertising variety urged Publicity Co. for media promotion .. Beverly Hills-based City National Bank retamed Scag!Jone Marketmg Communications . . Woodward- Willie Buchanon with help from Stock ~lper & Associates . . Rocky Mountam Orthodontics, Denver and OMNIA-dent USA, Escondido will get a sales video from Proper Chan- nels and HVS Productions...

A USO graduate cheers at commencement yesterday Klein urges USD grads ----,. to help fight illiteracy By Susan Shrader Tribune Sl.811 Writer friends to tutor those who can't read or write and "be a part of the crusade against illiteracy."

Clyde Consultants office here went to Daum Weigle for pubhc reJations ... eltzer Caplan Wilkins &McMahon et al, lawyers, retained Stoorza ZeJgaus &Metzger for a marketing commun1cations program •.. Ameri- can Home Equity got a seven-mmute video from Spear/Hall which also did Santee's Town Ce~ter proJect brochure . Th San Diego Padres' new televi• 10n theme 1s from Franklin &Asso- ciates ... Prudenl!al North County properties will promote new broker

San Diego, CA (San Diego Co.) Evening Tribun e (Cir. D. 123,064) HAY 2 3 1989

. The San Diego Arts Festival logo JS by ADC Stoorza creative director ~raig Fuller . . McMillm Realty got its mne-week broadcast campaign from Franklin & Associates .. Mor- nson Homes ordered a public rela- tions plan from Pacific Gateway Group ... Air/Space America adver- tising will be by Don Dr1ese &Asso- ciates . . . Computer Accessories Corp. awarded its $1.2 million ad ac- / count to Phillips-Ramsey.

Herb Klein, editor in chief of Cop- ley Newspapers, urged University of San __Qjega__ graduates yes erday to put Their knowledge to use within the community and help combat the "na- tional vulnerability" of illiteracy. Klein, who was awarded an honor- ary doctorate of human~ l~ttei:s f~om the independent Catholic 1nstrtution, called literacy the "key to a thriving democracy." But a look at national statistics indicates we are "losing the battle" against the inability to read or write, he said. Statistics indicate that 60 million Americans - one in four - are func- tionally illiterate, he said. "Each of our illiterates findt it dif- ficult to reach life's goals m an age calling more and more for great skills and technical understanding," Klein said. In San Diego County, there are 350,000 people who read below ninth- grade level, most of them below the fourth-grade level, he said. Fifty-five percent of the county's welfare recipients cannot read prop- erly, and prison records show that 70 percent of inmates read at a third- grade level, if at all, he said. "These statistics are startling, and they challenge the adequacy of the education system from which you are emerging brightly," Klein told the graduates during the outdoor cer- emony at USD's Torero Stadium. He stressed his "belief in personal involvement," calling it the gradu- ates' "vehicle into the futnr<> "

Klein, former White House com- mumcations director for Richard Nixon, has a bachelor of arts degree in journalism from the University of Southern California. He spoke at the commencement ceremony for 820 undergraduates, telling them he worked his way through USC with menial jobs at Sears, Roebuck and Co. Earlier, commencement was held for 270 graduate students. Saturday, 365 students were graduated from the USD School of Law. In introducing Kfefn-:-sister Sally Furay, USD vice president and pro- vost, praised Klein for having car- ried out goals in his public and per- sonal life that the university is com- mitted to: fostering "freedom of inquiry and expression" and "reflec- tion and critical judgment on con- temporary social and moral issues." Klein joined Copley's Post-Advo- cate newspaper in Alhambra, Calif., as a copy boy in 1940. He was a com- munications and public relations of- ficer for the Navy during World War II, then returned to Alhambra and worked his way up to news editor. He joined Copley Newspapers in San Diego in 1950, working for The San Diego Union as editorial page writer and editor, associate editor and executive editor. He also served nine years as editor. Klein has been president of the USC alumni organization and a member of its board of trustees. He has served as a national officer for the Sigma Delta Chi journalism ety. /

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1 1 Fraternity lhembers ;2-7-~ ' f ouhd burning cross inside state reserve ,

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By Julie Brassy Tribune Staff Writer

strapped on his gun and phoned for help. Four rangers and a police pa- trol unit responded. · As Wohl organized his support, the young men were burning the cross, setting fire to white mattress covers and sheets wrapped around the 10- foot wooden frame. As the embers cooled, the law-en- forcement officers closed in on 29 young men - 17 Sigma Chi initiates aad 12 Sigma Chi fraternity brothers from the U!UY!!rsit of San Die10, ac- cording to Wohl. ·I was kind of relieved that it was the group it was," said .the ra~ge:, who can't recall any similar mc1- dents in his eight previous years on the job. Speculation about who might be responsible for the other cr?SS burnings has ranged from white supremacists or skinheads to satan- ists. The USD students, who had beer and a gasoline can, told the rangers they were taking part in a fratermty rite based on a 3rd;1.entury incident Please see CROSS: l5, Col. 1

The tall, wooden cross stood on a bluff just inside Torrey Pines State Reserve, overlooking a moonlit beach where young men clustered near a bonfire. Flashlights began blinking a trall between the beach and the bluff, and moments later, the cross was set on fire in a ritual described by the fra- ternity brothers involved as a Chris- tian custom devoid of racist or sa- tanic undert~nes. --- ----,,. Park supervisor Bob Wohl isn't so sure. The incident on Saturday shocked him, though he said later he had half-expected ii. Eight charred crosses had been found in the park in the last year and a half, four of them on the same bluff. Wohl was driving his family to their home inside the park late Sat- urday when he saw the cross ablaze. Fearing the young men he saw might be hostile to interference, the ranger sped to his residence, where ~peel off his wife and daughter,

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San D,ego, C.lit Union (Circ. D 217.~4) (C,r~ S. 339, 788)

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San Diego, CA (San Diego C~.) Daily Transcript (Cir. o. 10,000} AP

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USD Class of '89 urged to 'stop and smel the roses' ByCarmen ~a laff Writer dents. So far, more than $15,000 has been collected.

/we Do Resist Change But ThereAre Ways ToM:,!x#j~!ork SanDiegoDsilyTranscrlptStaffWriter h Professor of management at ~re 'ty of San Diego, ph ·11· Hunsali:er knows w dhow it can be overcome. . hy peo- 1 1 P . the workplace pie resist change m . U . n~s1 an Effective Change Agent m You~ tion" to a full house o . about 40 peop e Update Seminar at US To start, he outlined fo~: targets for change DI t as w Orgamza an ted "Becoming Hunsaker presen .

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trusted. Employees may think the initiator is up to something. • The change points a finger at someone who's wrong. The other employees may fear that therre . .J • Fear of personal loss. (Moving away from friends or even loss of In order to combat some of these problems, Hunsaker offered six methods of overcoming the next. . the job).

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Herbert G. Klein, editor-in-chief of Copley Newspapers, who received an honorary doctor of humane letters degree, also encour- aged the students to get involved in volunteerism, particularly in the fight against illiteracy. "There are untold opportunities for educated volunteers such as you or your parents and friends here to help tutor and to be a part of the crusade against illiteracy," said . Klt:in, who at one time served as a press secretary for former Presi- dent Richard Nixon. '·You might ask, Can one person help? You can. I like the old saying: 'It is better to light a single candle than to curse at the dark,' " Klein said. Students, for the most part. seem relieved that the years of cramm- ing for tests and writing reports is over. Sam Attisha. 21, Associated Stu- dents president and one of two winners of the Alcala Leadership Award, said he is taking the um- mer off to travel m Europe, Africa and the Middle East. "After four years of hard work, you need hard play," he said. Once he returns, he plans to look for a job and continue community activities, including volunteer work. Another student, Suzanne Th1ebach, 21, said she planned to travel for veral months before re-, turning to the San Diego area to look for pennanent employment. •It's important that we try to make the future,'' she said,

The first college graduates to receive diplomas here this year wer award d their degrees durmg ceremoni at the U · rs1t of San Diego at hlcb they were encour- aged lo forsa~ matenal1Sm, focus on the present and to practice vo- lunteer m. Valed1ctorlan Colette Clark, whose father died of cancer 18 months ago, delivered a somber messag to about 820 of her under- graduate classmates during the 39th commenrement exercJSe at the hilltop campus. "We completely lose sight of what's happen B around us today," said Clark who had a 4.0 grade point average. "What we do with today IS vitally important." Clark, who will soon begm her training ln n FrancJSCO as an ac- countant, adv1 ed students to "stop and mel! the ro es,' somethmg she learned to do once her father died. •I need to have more focus on the pr nt," Cl rk said. 'You ~n't enjoy the pres nt if you let it slip by you for a dollar'' Mor than 9000 pe tators ap- plaud d the students as they rec ,ved th 1r diplomas, m what was on of thre parate ceremo- nl Jn add1llon to the undergradu- at 365 I w hool tudents were award d d grees on Saturday and 270 graduate tudents received de- gr y terday morrung. Author Hu h USO pre 1dent congratulated the Cla of '89 for tabhshlng a holarsbip fund to provld financial aid to future stu-

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The San Diego Union Jack Yon The mortar board makes this graduate easy to spot among the 820 who graduated.

~zing - ere you re• ally ;;;:force those procedures." Hunsaker offered some common reasons why people resist change in the workplace that managers should be aware of: . • The purpose of the change 1s not clearly communicated. "Ex- plain thin!:5 in a very straightfor- ward way . • The people affected are not m volved in the planning. • Group behavior patterns ere ignored. (People who work well to- gether are separated or people ere heduled for work hours that don't SC suit them). • There is a personal fear of failure to master the new skills, for example, fear of the new personal computer. · . • Work pressure is excessive and planning is insufficient. (The employees don't have time to learn the new systems or plans). • The present situation was satisfactory. ("If it's not broken, don't fix it.") "

• Facilitation and support. Be out there to support the employees during the change process. • Negotiation and agreement. Do some trade-offs with those who don't agree with the change. . • Manipulation and cooperation. Get the people involved m the change right up front; get them on your side. Create positive expecta- tions. . • Explicit and implicit coercion. If you know that something real~y has to be changed and somebody is resisting, sometimes you need to insist that it is done. Hopeful_ly somewhere down the road t hey will thank you for it. The one-hour seminars are pres- ented at 8 a.m. Fridays in the Manchester Conference Center at USD by fac ulty members of_ the USD ool of B . s Adminis - t ration . Next Friday's presentation will be on management ethic:,, pre~- ented by Dr James Evans. Cost 1s $15.

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.._____The San Diego Union/Jack Yon Could n ot contain her enthusiasm during graduation ceremonies.

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