PAGK TWO
THE PIEDMONITOR
APRIL, 1959
PIEDMONT IN THE PUBLIC EYE-
LILLER, NEAL, BATTLE, & LINDSEY
Lincoln Elected Chairman
John K. Ottley and Dick Hodges, Piedmont’s Account Execu
tives.
One of the principal tools of {program. In addition to these
selling and/or telling in the dy
namic free economy of modern
America is ADVERTISING.
In 1958, for example, American
businesses spent more than $10,-
000,000,000—that’s billion—to tell
. . . and sell . . . the public
on the merits of their companies,
products or services. This ex
penditure —■ or investment — by
hard-headed businessmen is in
dicative of the vital role adver
tising plays in today’s highly-
competitive economy.
Piedmont, like most leaders
in the air transport field and
like most leaders of the Ameri
can business community, has
long recognized the value of a
good, soundly-conceived adver
tising program. Creating and
managing a successful advertis
ing program is a highly complex
business and requires many spe
cial skills. The advertising agen
cies are organized to make avail
able to the client the services of
skilled and experienced special
ists in advertising planning, crea
tion and management.
Since late 1953, Piedmont’s ad
vertising program has been
handled by Liller, Neal, Battle
and Lindsey, Inc., agency in At
lanta. This firm is one of the
two or three largest advertising
agencies in the South and in
cludes among its clients many of
the outstanding companies head-
quarted, or located in the area.
The agency was founded in At
lanta in 1940 as Liller, Neal and
Battle. Last year, another step
in a history of steady growth
was taken when the agency con
solidated with the well-known
Lindsey and Company, Inc.,
agency of Richmond, Va.
The agency’s service for Pied
mont is under the direction of
three men: Mr. W. W. Neal, presi
dent of the agency and member
of the Piedmont account service
group; John K. Ottley, Jr., a
vice-president and account exe
cutive of the agency; and Dick
Hodges, Jr., an account executive
and manager of the agency’s
public relations department. All
three men are outstanding lead
ers in both professional and civic
activities. Under them a num
ber of LNBL staff members
work to give our company wide
and varied service.
Basically, the agency’s func
tion in behalf of Piedmont is
to prepare recommendations for
advertising, to create and pre
pare the advertising material it
self, and to supervise and carry
out the approved advertising
fundamental advertising func
tions; Liller, Neal, Battle and
Lindsey assists Piedmont in pre
paring sales promotion material
and in public relations counsel
and service, including prepara
tion of news release press kits
and annual reports.
In preparing the basic ad
vertising recommendations, the
agency gives Piedmont a pro
fessional estimate of what is nec-
cessary to do an effective ad
vertising job most economically.
These recommendations take in
to consideration many factors,
including; amount of flight serv
ice in a city, size and potential
of market, community of travel
interest with other cities on the
system, past traffic figures, new
equipment, new services, etc.
jMarket research, special market
surveys and Piedmont’s own ex
perience and statistical date are
most useful in developing these
proposals.
Following the basic recom
mendations, the agency’s Media
Research department and the ac-
count executives constantly
evaluate the different medias
to find the one most capable
of doing the most effective ad
vertising job for Piedmont. Our
basic advertising has largely been
in newspapers because this
media offers the most economical
way of reaching the greatest
number of people. But other
media-radio, television, outdoor,
magazine and direct mail - are
often used.
After the most effective bud
get and media have been agreed
upon, the actual preparation of
the advertising copy is carried
out by members of the agency’s
copy department under direction
of the account executives. Usual
ly, though not always, the copy
forms the nucleus around which
the art directors and artists pre
pare the layouts and art for
maximum visual appeal.
When the copy and layouts
have been approved by Pied
mont’s management, the Agency’s
Production Department takes
over to get the advertising ready
to run. This may mean having
type set, engravings made, art
finished, paste-ups, discs pressed,
film shot, etc. Finally, the con
tracts for Piedmont’s advertising
are written and are legally be
tween the agency and the media,
the Media Department writing
all orders for time and space.
(As payment for the job of
creating the advertising, placing
it, paying the bills and other-
Mr. F. P. Lincoln was recent
ly elected Chairman of the
Passenger Tariff Committee at
the annual meeting in Miami.
During the past year Mr. Lin
coln served as Vice-Chairman of
the Committee which is a re
gular working committee of
the Air Traffic Conference. The
function of the Committee is to:
discuss contemplated changes in
rules, regulations, practices and
services in connection with the!
transportation of passengers and ^
I baggage and such other traffic i
I matters as the CAB may ap-1
prove.
Mr. Lincoln will also repre
sent Piedmont in the Air Freight
Tariff Committee annual meet
ing, also being held in Miami.
As the new Chairman of the
Passenger Tariff Committee, Mr.
Lincoln will attend the Air
Traffic Conference of America’s
F. P. Lincoln
Director Tariffs and Schedules
convention in Washington on
April 28-30. Mr. Brown, who is
a standing member of the Air
Traffic Conference, will also be
attending. The purpose of the
ATC meeting is to coordinate
all inter-company or industry
procedures.
Fare Receives
Award
On April 14, Mr. M. F. Fare,
Sect. of Piedmont, received an
award for outstanding leader
ship as President of the Winston-
Salem Chapter of National Office
Management Association.
This was the first such award
ever presented by the club. Since
becoming a charter member of
jthe club in 1953, Mr. Fare has
j served as Membership Chairman,
Second Vice President, and
Chairman of the Board.
AEMM MTG.
The AEMM (Airlines Electronic
Maintenance Meeting) is an organ
ization which allow airline main
tenance personnel, both domes
tic and foreign, to meet on a
yearly basis and exchange ex
periences and discuss problems
concerning airborne electronic
equipment and its maintenance.
Representing Piedmont, Walt
Rollick, Asst. Superintendent of
Communications ,attended a con
ference April 7-9 in Dallas, Texas.
The agenda included discussions
on premature equipment remov
als and the action being taken
by the airlines to alleviate a
wise managing the program, all
recognized media pay reconized
agencies a 15% commission on
the advertising. This commission
is the source of most advertising
agency revenue.)
I
There are many involved steps
between Piedmont’s needs in
reaching the public and the final
appearance of the finished adver
tisements. The job to be done
vitally important to the suc
cess of our company ,and engag
ing the competent Liller, Neal,
Battle and Lindsey, Inc. is one
way of being assured that the
job is done well. As W. G.
McGee, general sales manager,
states: “This job of our advertis
ing and related activities is to
make the name Piedmont Air
lines familiar to as many cus
tomers and potential customers
as possible. Not only do we want
these people to know our name
and have confidence in it, but
we want them to know about
our service, where we go, We
want them to know about our
F-27 equipment, our vacation
services, our business commuter
flights, and the many other
things we have to offer which
we think are worthwhile and
beneficial to our passengers.
Our advertising, sales promotion,
and public relations, combined
with direct sales efforts and in
direct sales efforts of all of our
people, are helping to make
more people fly PIEDMONT.”
high rate of unsubstantiated re
movals. In addition, various
categories of equipment such as
VHF Navigation, VHP Communi
cations, ADF, Test Equipment
and Radar were brought out for
discussion with airline main
tenance people and equipment
manufacturers exchanging notes
on problems and remedies.
Mr. Rollick was the Chairman
of the Maintenance Group from
its beginning in 1951 when it
was formed by a directive of the
ARINC Board of Directors and
with meetmgs held jointly with
the airline engineering counter
part, the AEEC (Airlines El
ectronic Engineering Committee)
of which, Mr. Rollick is still an
active member. In 1956, the
maintenance meetings were sepa
rated from the AEEC meetings
and nominating committee was
selected for the purpose of or
ganizing a Planning Group. This
group is composed of representa
tives from two domestic trunk
lines, two international carriers
and one local service airline.
(This being the approximate
equipment usage ratio.)
FAA PILOT
The Federal Aviation Agency
recently contacted Piedmont ask
ing that one of our pilots be
appointed to serve on a commit
tee to evaluate new types of
approach and runway lights.
Piedmont was the only local
service airline company asked
to represent the industry. Forrest
Shelton was selected as the pilot
and will fly with a team of six
or eight pilots (chosen from
United Airlines, the Air Force
and Navy). The tests for the
purpose of evaluation will be
conducted at airfields in Banger
Maine, San Francisco, and Atlan
tic City, New Jersey.
NEW ARRIVALS
VIA MR. STORK
ORF . . . Mr. and Mrs. Reggie
Powell —• girl.
INT . . . Mr. and Mrs. J. R.
Reagan —■ girl.
ORF . . . Mr. and Mrs. George
Strattner — Boy.
COMMITTEE
From Page 1
members will not act as a liaison
between the FAA and their res
pective airlines, but will work
directly for the Research and
Development Division of the
FAA.
Capt. Nicholson began his
career with Piedmont as a co
pilot in August, 1942. After serv
ing as a captain, he was promot
ed to Chief Pilot in September
of 1951.
ROUTE HEARING
From Page 1
light moment in behalf of Pied
mont.
The floor was open for cross-
examination of the witness and
the attractive Miss Smith waited.
There was a general clearing of
throats, but no questions. Then
Mr. Beasley’s voice rang out in
its most formal tones . . .
“Miss Smith, did you not help
in the inauguration of Piedmont’s
F-27 service from Lexington to
iLouisville?”
(Miss Smith) “Yes Sir, I did.”
(Mr. Beasley) “Ahem ....
Miss Smith, did you enjoy the
F-27 flight?”
(Miss Smith) “Yes Sir! It was
really, really wonderful!”
(Mr. Beasley) “Thank you. Miss
Smith, no further questions.”
The laughter was good-humor
ed and Piedmont had just been
complimented by the most at
tractive witness at the hearing.
On April 27th, the second hear
ing in the Piedmont Area Case
will begin in Washington with
Piedmont scheduled to appear
and present their case the week
of May 18th. At this hearing the
airlines will present their testi
mony as to their ability to ade
quately serve the communities
that are seeking additional or
new service.
HONESTLY!
Angry motorist: “This car you
sold me won’t even climb a hill!”
Salesman: “I didn’t say it
would. Remember, when you
bought it I just said, ‘On the
level it’s a fine car’.”