Look where uieVe going
This is the basis of Piedmont’s new adver
tising campaign. The slogan is being directed
not only to our passengers but also to us, the
employees.
And we’ll do well to take more than a pass
ing glance at where we’re going. Piedmont is
providing an increasingly vital service to the
communities we serve. But we must realize
Plum
that our success depends totally on continuing
high quality service. The very best ad campaign
can only get people to try flying with us; it
can’t make us something we’re not.
By now you’ve begun to see some of Pied
mont’s new look in advertising. The redesigned
schedule came out with the last change. Your
local newspapers have been featuring the “Look
where we’re going” ads set in strikingly dif
ferent type. Some of the line drawing art work
used in the ads is shown here.
Vice President — Sales W. G. McGee, who
announced the new campaign, said “While our
system is strongly geared for the important
business traveller, we also offer the pleasure
traveller a wide variety of holiday opportuni
ties. This new program gives us a memorable
platform to dramatize these opportunities.”
McGee also pointed out that our new com
puterized reservations system will make the
whole process of booking direct and connecting
service on Piedmont easier and more efficient
than ever before. He said “This is another good
reason to ask our passengers, potential passen
gers and others with whom we do business to
look where we’re going.”
The program is utilizing 100, 400, 600 and
800-line newspaper advertisments in most local
markets, with spot radio support in many.
Sheet posters and painted bulletins in selected
markets will also feature the new theme, Mc
Gee explained.
±
fiEDmoninm
VOL. XXII, No. 7
AUGUST, 1971
Questions Follow Wage-Price Freeze
President’s Nixon’s sweeping new economic
policies announced in mid-August have been
hailed by business leaders, politicians and eco
nomists as a necessary move that will, in time,
prove beneficial for this country.
Most industries, and aviation perhaps more
than any other, realized that something had to
be done. But of immediate interest to most in
dividuals is the question “What does the freeze
mean to me ?”
Piedmont has been advised by government
officials that the freeze on prices and wages
will, in effect, suspend payroll increases of any
nature for ninety days.
Getting down to larass tacks this means that
all salary increases that had not been imple
mented, in other words actually paid, by Au
gust 15 will be delayed. Some raises that had
been planned or in some cases already requested
will be delayed. The Company has no alterna
tive. The penalty for failure to comply is $5,000
for each infraction.
As taxpayers we will also be effected. If con
gress agrees to it, less money will be deducted
from your paycheck beginning January 1. The
reason for this is a proposed increase in the ex
emption each taxpayer may claim for himself
and each dependent from $650 to $750. There
will also be an increase in the amount of the
standard deduction allowed taxpayers who do
not itemize their expenses on their tax returns.
As consumers, we will notice the effect in
stabilized prices on most goods during the next
90 days. If congress agrees, the excise tax on
new car purchases will be dropped effective Au
gust 15, resulting in an average price reduction
of $200. On the other hand, foreign cars and
many other imported goods will likely cost more
because of a new 10 percent duty.
If you are a tenant, your landlord may not
raise the rent before November 12, even if he
had previously scheduled an increase to take
place during that time.
Immediately following the Presidential or
der the Civil Aeronautics Board ordered the re
jection or withdrawal of tariffs on file carrying
higher rates than the highest rates in effect
during the 30 day period ending August 14.
The CAB’s order pertains to increases, pro
posed or in effect, in air rates, fares or charges,
and to tariff cancellations resulting in an in
crease over the highest charges in effect during
the 30 days prior to President’s Nixon’s order.
Piedmont is continuing to study all the as
pects of the freeze and its effect on the Com
pany. If there are changes in this current in
terpretation or understanding of the situations
all employees will be promptly advised.
Charles C. Vogler, line
crewman at Central Pied
mont Aero, was recently
award a Certificate of
Commendation by the
Winston-Salem Chamber
of Commerce. The award
for meditorious service
and hospitality to visitors
to the area also included
a $25 Savings Bond. It was
presented by John G.
Rafferty of the Chamber.
In addition, the new ads will be placed in
Southern Living Magazine and the New York
metropolitan editions of Time and Newsweek,
as well as specialized business publications tar
geted to industries of major importance in the
Piedmont area.
Leading publications serving the travel
agent and air travel markets as well as college
and military publications will also feature the
new campaign.
McGee said the program is being merchan
dised in every possible way among Piedmont’s
employees, with everything from “Look Where
We’re Going” lapel buttons, mailing stickers
and bumper stickers to coffee cup coasters and
counter card displays.
We’d better “Look Where We’re Going”
because everyone else will be and our ads ai'e
very much a part of what each of us is in the
eyes of our passengers.
Second Quarter Is
Back to Black Ink
The Company has reported its first quar
terly profit since the second quarter of last year.
During the second quarter of 1971 Piedmont
posted a profit of $729,903 or the equivalent to
33.3 cents per share. This is more than double
the figures for the corresponding period in 1970
when profits were $265,227 or 12.1 cents per
share.
However, this year’s second quarter profit
was not enough to offset a first quarter loss,
which resulted in a loss fOr the first six months
of $1,187,158. This compares to a loss of $767,-
555 for the same period in 1970. The 1970 loss
was reduced $793,317 for a refund of income
taxes. No such credit is available this year.
Total gross revenues during 1971 were $24,-
882,802 for the second quarter and $47,026,587
for the six months as compared to $22,463,674
and $41,579,850 for the same periods in 1970.
The rates of increase were 11% and 13% for
the respective periods. A portion of this in
crease is attributable to a 2.3% increa.se in the
number of passengers flown in scheduled serv
ice this year over last year, however, a major
factor was an increase in passenger fares ef
fective on May 7, 1971, and an increase in pub
lic service revenues. These figures include the
operations of Greensboro-High Point Air Serv
ice, Inc. which was acquired by the Company
in March.
In his report to the stockholders President
Davis said:
“In spite of the unfavorable traffic-growth
conditions experienced by the entire airline in
dustry, we have maintained a relatively satis
factory rate of growth over our most productive
routes which are not subsidized. On the other
hand, traflic over the weaker subsidized routes
which serve the smaller cities has gradually
declined. For the month of June, 1971, for ex
ample, we had a 14% increase in passenger
(Continiiod on Pajje Two)