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The festival sites for this next year are the same as 1978 -- with
one exception. The new site for.1979 is BILOXI, Mississippi. As
the Big Sandy property has been for sale for several months, it
became necessary to plan for a different site next year. Biloxi
is perhaps somewhat unknown to many of you, however, that section of
the Gulf Coast is renowned as a winter resort for the Midwest and in
years past, even as a healti;-spa. With a brand new auditorium
(actually the finest auditorium we will be using this year) and 26
miles of white sand beach, Biloxi should be a suitable replacement
for Big Sandy which people have used and loved these many years.
As in 1978, we will be also using the following: SEATTLE, Washington;
FRESNO, California; TUCSON, Arizona; WISCONSIN DELLS, Wisconsin;
LAKE OF THE OZARKS, Missouri; ST. PETERSBURG, Florida; SAVANNAH,
Georgia; NORFOLK, Virginia and SARATOGA SPRINGS, New York.
As we all know the spring festival is just around the corner. To
help you cover your own �rsonal expenses pertaining to the festival,
the Festival Office will be mailing you your Second Tithe allotment
checks within the next few weeks. The amount this year will continue
the same as last year--10% of your annual allotment.
REMEMBER, the festival allotment which you receive from the Festival
Tithe account is actually an expense allotment, NOT income! There
fore, to properly account for its use {should you ever be checked
by the IRS) please keep all your receipts as necessary records.
Other than being behind a little bit as
I
mentioned above, the Festival
Office following its move to Pasadena is in good shape for this next
year. Mr. Armstrong fully intends to continue the festival as we
have been observing it with thousands of Church members gathering
together in several cities across the United States. So, please
give� all the help you can this year--we are going to really need
it! Any suggestions or comments that you or the members have are
most appreciated--however, begin sending them to the Pasadena address.
--Sherwin Jl1cMichael
MEDIA
Since the H.W.A. TV program began airing last July, there have been
some significant trends developing. It normally takes a year or more
for us to have enough data to evaluate performance of a format or
program. This is reflected in the significant difference in the
goals of our programs vs the networks, who will cut a series if it
doesn't achieve a predetermined rating and share of the market.
{There is a confusion between "ratings" and "share" because each is
a percentage. Remember that rating is a percentage of the total
potential audience, all of whom may not be viewing at one time. Share
is the percentage of the estimated households viewing during a
particular time period.) Over the years we have tended to use cost
per-new-response as a yardstick for measuring performance of our TV
and radio programs on a particular station. Costs have run from as
low as $1.00 per response on a good TV station to as high as $5,000
per response for a new radio station in an isolated area where there
are few members.