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Frank StantonFrank Stanton
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Paul Kesten's projections about what would be successful for CBS -- Or did that enter in to his deliberations?

Stanton:

Well, it did and it didn't. Paul's idea was more a dream than it was born out of research. I did put some research into it, or he did, that substantiated his concept, and I'll tell you what it was. Living by our wits, we developed a concept in selling that --forget about this coverage that comes from the big stations outside of the market. Think in terms of what the local station does: it's the local newspapers, the local organizations that really count in the lives of the community. So, put your money with CBS because we cover the market from within. Hell, that's the only way we could cover it. We couldn't cover it from the outside. NBC had WLW in Cincinnati that covered very well everything from the Gulf to the Canadian border. We had nothing to match it at all. So we had to develop -- what we talked about was coverage from within, and we had some other label we put on it. The idea of doing the kind of prestige network that Kesten had conceived, I developed--on the basis of some research I showed that as you went up on in the economic scale, the social economic scale, the coverage from within was more important than the coverage from without. The mass market didn't care where it got its programs from. The inner city people -- this is before the days that we're talking about today with inner city --but at that time, the people inside the community trusted the local broadcaster more than they trusted -- and this is an overstatement -- the guy in Columbus, Ohio, trusted the local broadcaster in Columbus more than he trusted those bastards in Cincinnati who had the signal in Columbus. There was just enough evidence to support that. And when you broke the evidence down by education and economic background -- as you went up the scale that seemed to be more true. Therefore, that was the class market and forget the others.

I don't know how I got off on this but, at any rate, we were working -- we -- Joe Ream and



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