Author Archives: Mike

1999-2014 TSI: Administrative Employees in East Windsor

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From Nadine to Ashley. Continue reading →

The resignation from TSI by my sister Jamie Lisella in the summer of 1999 (as explained here) left the company with neither an administrative employee nor a marketing director during a critical period. We were in the process of moving to a new location that Jamie had found, we had a huge backlog of programming jobs, and Denise Bessette (introduced here) and I were establishing a new working relationship (explained here) and trying to figure out how to adapt to the new world of the Internet.

More like “reasonably good pay”.

Prior to this time I never had hired an administrative person. In each of the cases in this entry I wrote a help-wanted ad and ran it in the Hartford Courant and the Journal Inquirer. I kept a record of the responses in a spreadsheet. I interviewed a few of the respondents and then picked one or started over.

In 1990 the one whom I liked best was named Michele Stewart. At the end of August I called her on the telephone and offered her the job. She told me that she was probably going to accept another job because my description of our post sounded complicated. She was most concerned about the sales tax aspect. Perhaps I did not explain that computer programs provided all the numbers. The administrative person’s role was just to see that the forms were filled out, and the payments were made on time.

So, I ended up hiring Nadine Holmes, my second choice. Se was single and in her twenties. She took longer than expected to catch on to how TSI did things, but she had a good attitude. I wrote this on October 18:

Nadine came into my office at 4PM with a very solemn look on her face. She announced that she had to tell me that she could no longer work for my company. I sighed, leaned back in my chair, and folded my hands. Then she said, “The time goes by too fast here.” She has shown remarkable progress in the last few days. She is still a little sloppy, and her spelling needs work, but she definitely is a keeper.

By February of 2000 we had moved into our new office at 7B Pasco Drive in Enfield. The first month or so was hectic because of address changes and other transition issues, but then things slowed down. A few problems began to appear.

I had lunch with Nadine Thursday. I don’t know if I got through to her, but at least I think she has a little better idea of what the company is about. She told me that it is hard for her to get used to the idea that she is the low man on the totem pole and always will be as long as she works here. I told her that we planned to hire someone to help with marketing and that when we start marketing again, we will have plenty for her to do.

The next week I sent this e-mail to Denise:

I told Nadine that I want her to become an expert at Word and Excel. My real objective is for her to become reasonably competent at them. It may be useful for her to go through some of the exercises in the book that Harry1 had. I was hoping that we would have received the book to use as the basis for a mailing, but it didn’t come yet. If you can think of anything for her to do, by all means ask her to do it. I told her that I think of you as my alter-ego.

My recollection is that this was reasonably successful. She could maintain a spreadsheet if I told her precisely what to do. However, other problems arose. I wrote this on December 27.

I discovered before anyone came in that Nadine forgot to pay the sales tax in December. I was so angry about this that I was almost out of control. I got less than four hours of sleep on Monday evening. I needed to rest for a few minutes on Tuesday morning before everyone came in, but this made me so upset that I couldn’t do it. You will be happy to know that even though I had my boots on, I did not take it out on the furniture (but it was tempting). I didn’t yell at anyone either, but I was very grumpy.

The “boots” reference was about an occasion at our Enfield office on which I kicked a dent in one of our steel filing cabinets. By the middle of January I decided that Nadine was not the solution to TSI’s administrative needs. I explained my attitude to Denise.

I think that I found a good metaphor for Monday’s conversation. In addition to the part about a new direction, I plan to emphasize to Nadine that I want to hire someone who is “on the same wavelength” that I am on (or we are). If she wants more specifics, I will have a list of things that I asked her to do, but that she didn’t do or didn’t do until I hounded her about them. You can contribute to the list if you want.

I hired a woman named Paula to replace Nadine. I don’t remember her last name. She seemed to be more than intelligent enough to handle the job. The other big factor in her favor was that she lived in East Windsor almost within walking distance of the office.

On the other hand, she had at least one young child. Paula lasted less than a week. She called in sick while I was on a business trip. Denise was furious about this. I fired her, but I did not feel good about it.

She explained that she is having a lot of problems with her husband. She said that she was hoping that the job would either provide a solution to the problems or the wherewithal to let her stand on her own two feet if it came to that. This is about what I expected. I don’t know if I am happy that she told me or not. I have not been dwelling on this subject, but I still find myself waking up worrying about her.

I really liked working with Lucia Hagan (pronounced (LOO shuh HAY gun), who started in the spring of 2001. She was, in my opinion both a very nice person and a superlative employee. Her tenure coincided with a period that required the most administrative changes. TSI was in the process of setting up a system to manage the hundreds of newspapers that were beginning to subscribe to AxN. Accounts receivable and billing records had to be set up, and, for the first time ever, we needed to keep track of contracts.

Here are some of my memories of Lucia’s time at TSI.

  • Lucia had a tattoo on one of her calves. I had never interacted for any length of time with anyone with a tattoo. Hers seemed out of place to me, but I guess that I should not have been surprised. She lived and grew up in Stafford, a town built around auto racing.
  • Lucia was into NASCAR. She was especially a fan of Jeff Gordon, who drove #24 for Team Penske. She was upset when Penske “gave all of Gordon’s best cars to the kid”, meaning Jimmy Johnson.
  • Lucia was amused that I napped in the computer room early in the morning and on weekends. She bought me a pillow and a University of Michigan pillow case that I am still using in 2023.
  • Her husband Rick worked at Leonard’s Auto Parts in West Stafford2. She once remarked, “It’s not a real job.”
  • Every year Lucia and Rick went overboard on decorations of their house in Stafford for Halloween. On two occasions I drove out to see their house just before Halloween.
  • Lucia had no children.
  • She was working at the time that we terminated Sandy Sant’Angelo’s (introduced here) employment at TSI. She asked to move to the space by the window that Sandy had occupied. I had been oblivious to the fact that she did not like sitting so close to the bathrooms. Presumably Nadine did not like it either. Needless to say, I concurred.

I never had any problems with Lucia’s work or her attitude, but I was dimly aware that something was amiss in her relationship with Denise. I arrived in my office at TSI early one morning after having returned from a multi-day trip. I was surprised that Lucia came to my office at about 7:30 and explained that she was not coming in to work. It took me a minute to realize that she meant that she was resigning immediately. I asked her what the problem was, but she did not want to talk about it. She was adamant that she could not work at TSI any longer.

I never did find out what had actually happened.

At the end of that year TSI sent Lucia a check for her share of the profit-sharing distribution, but she never cashed it. Over the years I have thought about Lucia many times when I drove on Route 190 through Stafford.

The choice to replace Lucia was easy. Eileen Sheehan-Willet (LinkedIn page here) stood out from the other applicants. She had previous experience in a small business, and she had an extremely positive demeanor. She did not catch on to new tasks as quickly as Lucia had, but each time she kept her nose to the grindstone until she had mastered every detail.

Here are some of my recollections of my second-favorite administrative helper.

  • Eileen had a green thumb. She nursed the neglected plants in our office back to health.
  • I met Eileen’s husband’s a few times, but I don’t remember his name. My most vivid memory is of the extremely overcast day on which I forgot to extinguish my Saturn’s headlights before eating lunch and enjoying my postprandial nap in the park near the Connecticut River. Eileen called him. He picked me up in his truck. When we arrived he charged the battery with a stand-alone unit. It took only a minute or two.
  • I don’t think that Eileen had any children.
  • While working at TSI Eileen was diagnosed with cancer in one of her legs. She was the only employee who ever filed a claim on the disability policy that the company maintained for two decades. I worried about her subsequent use of the stairway that was the only entry to or exit from TSI’s office, but she had no trouble with it when she returned to work. It was a very nice feeling that she could recover from such a serious issue.

After a few years Eileen and her husband decided to move to New Hampshire. I seem to recall that it had something to do with his job. She gave us several weeks notice, and so there was time for her to train her replacement.

The person whom I hired to replace Eileen was named Debbie Hlobik. She had a son who gave her some problems and a daughter. Eileen warned me that, although Debbie was certainly capable of doing the job, she worried about her attitude. This assessment turned out to be prescient. Debbie was married and had a son whose behavior gave her a lot of problems. I am not sure what she wanted to do with her life, but she eventually made it quite clear that it did not involve TSI. I finally had to fire her. When I did, she said that I had nothing to be sorry about. She immediately applied for unemployment benefits.

Perhaps the strangest few weeks in the history of the company was after I had hired Chrissy Ralph or maybe it was Chrissy Poloski to replace Debby. Chrissy seemed fine in the interview and for the first few weeks. At some point she either got married or divorced (I don’t remember which) and changed her name. After that her behavior became erratic. One day she left at lunch time and never returned. She had written and signed a letter detailing her resignation and left it on her desk next to her PC. I also found several unpaid bills in her desk drawer, including sales tax bills for a few states. TSI had to pay fines on a few of them.

Then, unbelievably, she filed for unemployment benefits and claimed that I had fired her. Denise and I contested the filing, and the state arranged for a hearing of the case. Chrissy did not appear, and her claim was terminated forthwith.

The hiring of our last administrative person, Ashley Elliott, in 2010 put an end to our losing streak. Although I spent several years working with her, I have a hard time coming up with any anecdotes at all. She certainly did a good gob. She seemed to be rather friendly with Jason Dean, TSI’s programmer during her tenure at TSI. They were both more than a generation younger than I was.

She was still employed with TSI when the company shut down in 2014 (described here). Here is the letter of recommendation that I wrote for her.

To Whom It May Concern:

I am the president of TSI Tailored Systems, Inc., a small company that has designed, implemented, installed, and supported computer software for thirty-five years. Ashley Elliott has served as our administrative person since April 26, 2010. Before that she worked for a temporary employment agency and was assigned to our account for three months. We were so pleased with her work and her attitude that we offered her permanent employment. This was the only time in the long history of the company that we have done that.

Ashley’s job at TSI involved many diverse tasks. Essentially she was responsible for almost everything except for development and support of the software. She managed both the Accounts Receivable and Accounts Payable systems and used our home-grown computer systems to generate invoices, statements, and numerous reports. She was very good at interacting with both customers and vendors. She managed the cash flow in Excel, filed sales and use taxes online in many states, and did most of the work required for closing the books every month. She also was responsible for routine purchasing and other aspects of managing the office.

Ashley did very good work for TSI. It takes a special type of person to be able to execute such a large number of small tasks, some menial and some challenging, and Ashley adapted very well. My partner and I have been very impressed with her attitude and her ability to get along with everyone in the office. We came to depend upon Ashley, and she did not disappoint us. She made the trains run.

Ashley’s termination had nothing to do with her work, which was of consistently high quality. Business conditions necessitated that we close the company rather abruptly.

I wholeheartedly and unreservedly recommend Ashley for any similar position. I would be very happy to talk with any prospective employer about her work at TSI. I can be reached at Mike@Wavada.org or 860 386-0700 (through July 31, 2014) or 860 763-3694 (home).

Of all of the blog entries that I have written this one was the most frustrating to write. I worked with these people for a total of thirteen years, but I had trouble remembering any details. Furthermore, aside from my experience with Nadine, I found little in the way of notes. I recently discovered some spreadsheets dated in 2006 (Eileen?) and 2009 (Ashley?) concerning recruitment of administrative assistants. I am at a loss to explain the fact that none of the names on the list seem even vaguely familiar. There was one person named Paula. She may have been the same as the short-term employee described above, but the last name and the year did not seem right.

I also searched on the Internet for information about the women who handled the administrative functions to determine what they had done since leaving TSI. I found almost nothing about any of them.

I have had a few email exchanges with Lucia and Eileen, but otherwise no communication. It puzzles me how I could have worked fairly closely with these people for such a long time, but until I tried to put this page together, I hardly gave them a thought.

1. This was a reference to Harry Burt, a programmer at TSI who was introduced here.

2. Leonard’s was in business long after Lucia left TSI. I drove by it many times on the way to and from bridge tournaments. At some point it became Carquest Auto Parts. On my last drive past it in August of 2023 I noticed that the store appeared to be out of business. Its website was no longer working, and the Facebook page indicated that the owner had retired.

3. Debbie died in 2019 at the age of 60. Her obituary is posted here.

1986-2005 TSI: Marketing Employees

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TSI’s salesmen. Continue reading →

By the mid-eighties Sue and I really needed help with marketing. We had some good products to sell, and our service was fantastic. However, our salesmanship was poor. I could often persuade people that I could develop a solution to a difficult problem, but I was not very good at persuading them that TSI’s product and approach were better than those of our competitors.

The first person whom we engaged to represent us was Joe Danko, who lived on Cape Cod. At first the relationship was on a commission-only basis. Later we considered hiring him as our salesman, but we decided against it. The details are described here. Joe was never actually an employee, and we never paid him for his services. I don’t know how much effort, if any, he put in on our behalf.

Trust me; Paul was nothing like this guy.

We hired some consultants to help us. They, in turn, hired a graduate student named Paul Schrenker, to sit in Sue’s office in Rockville when she was on the road. We provided a list of presidents of ad agencies and their phone numbers. In only a few cases was it a direct line, but, even so, quite a few people agreed to talk with him. Ad agency executives were all about relationships. Whether Paul was a potential client or a potential vendor did not matter that much; many agency heads were always on the lookout for connections. So, a surprising number of advertising executives accepted a cold call from a graduate student who knew a lot about biology but very little about any aspect of the business world.

The Patriots debacle was not O&P’s finest hour.

One of the ad agencies, O’Neal & Prelle in Hartford, agreed to an appointment, and we eventually closed the sale. Paul did not participate in closing the sale, but he did make the first appointment.

TSI severed its relationship with the consulting firm. We decided instead to hire a full-time salesman, and we approached it in the same way we had recruited programmers and administrative people—by placing an ad in the newspapers. I think that we interviewed a couple of people. One stood out, Michael Symolon. He seemed excited about the job, and he was quite well-spoken. He was a graduate of Central Connecticut. He had worked in marketing for five years at Triad Systems, a company that specialized in software for dentists.

What about TSI?

I think that we hired Michael at some point in 1987. His LinkedIn page, which can be found here, was no help in this determination. Although he included previous and subsequent employers, he left TSI off of his list of experiences. We paid him a pretty good salary as well as commissions.

I remember that when he first began to work at TSI Michael was gung ho about setting up a nationwide sales organization. He advised me to schedule annual trips to exciting destinations exclusively for the most productive reps of our software systems.

Michael.

This attitude shocked me a little, but he eventually revised his expectations when he discovered how complicated the GrandAd product was. Our competitors could undercut us on price on the hardware, and there was not much that we could do about it. The key to selling was almost always our willingness to customize the system for the prospective client. The idea of setting up a network of sales agents seemed unworkable to me. If I could not deal with the people personally, how could I assess what changes were necessary and feasible?

We gave Michael room to be creative in his approaches, but I was not ready to discuss how to celebrate sales generated by imaginary salesmen.

9.5 rounded up.

Terri Provost left the company shortly after Michael was hired. Michael interviewed and hired Linda Fieldhouse to take her place as administrative assistant/bookkeeper. Both of them are described here. Michael assured me that Linda was “at least a nine and a half.”

I am pretty sure that Michael and I went on a couple of ad agency sales calls together. I remember driving up to Vermont with someone—it probably was Michael. When I got out of the car I realized that I was wearing the pants for my pin-stripe suit with my blue blazer. We did not get the sale, but I don’t think that my fashion faux pas was the cause. Vermont is not known for haute couture.

I also remember that Michael accompanied me to Keiler Advertising once. Evidently he had once dated Shelly, who at that time was in charge of bookkeeping there. Michael was very embarrassed by the incident. I did not ask him for historical details.

I don’t remember him closing sales of any new GrandAd clients.

We took Amtrak from Hartford’s Union Station to NYC.

Michael also came to New York City with me for at least one very important presentation to Macy’s in 1988. He was almost a hero, as is described here.

Michael invited Sue and me to supper one evening at his house in Farmington. We got to meet his wife and kids. It was a very nice house, but I don’t remember any details.

I am sorry to report that Michael was at the center of TSI’s first great crisis, which is described here.

I ran into Michael at Bradley International one day in late 1988. He told me that he was working for a company that sold advertising software to magazines. I told him that Macy’s had finally signed the contract, that I had been working my tail off to get all the software written and installed, and that TSI would send him his commission check as soon as we got the final check from Macy’s. There did not seem to be any hard feelings.

For a couple of years TSI muddled along without a salesman and with very little effort at marketing. Those were very difficult years in a number of ways. By the spring of 1991 the AdDept system had two pretty substantial accounts, and we felt that it was time to start marketing it seriously nationwide.

Meanwhile, our ad agency clients seemed perfectly content with their current hardware and showed no interest in converting to the AS/400, the system that IBM had introduced in 1988. It is described here.

We hired a young man named Tom Moran to help with marketing. He was a very nice guy, but he knew next to nothing about computers, advertising, retail, or, for that matter, marketing. He was definitely eager to learn, and he was willing to follow up on leads, which was the most important thing. Plus, both Sue and I liked him.

I remember going on two trips with Tom. The first was for a meeting with Hecht’s in Arlington, VA. Sue, Tom, and I drove down to the Washington area. A Motel 6 on the Maryland side of DC kept the light on for us, and I am happy to report that no murders were committed (or at least none reported) there that night. It was the first and last time that I stayed at a Motel 6.

The three of us met with Barbara Shane Jackson, who was in charge of Hecht’s patchwork PC system and her boss, the advertising director, whose name I don’t remember. Tom did not contribute much, but it was a good meeting on the whole. In the end we got the Hecht’s account.

The RAC was held at the Hilton in downtown Chicago.

Tom and I also attended RAC, the Retail Advertising Conference, in Chicago. It was a huge pain to get everything prepared for our booth there. We had to rent an AS/400 from IBM and to hire union employees to set everything up. Nevertheless, we did manage to get our demo computer system working by the time that the attendees came to visit the vendor area.

Some vendors who were familiar to us were there. Camex, the company from Boston that specialized in programming and selling heavy-duty Sun workstations for the production of ads, had an exhibit that was ten times as large as ours and had a dozen or more people. Tapscan, the broadcast software company. was right across the aisle from our booth. One young lady who worked there must have accidentally left her skirt at home. It appeared that over her black pantyhose and high heels, she was wearing a wash cloth that she purloined from her hotel room.

Most of the conventioneers were drunk or at least tipsy by the time that they reached our area. We made one contact with the ad director of Hess’s, a department store chain with headquarters in Pennsylvania. Tom gave him a copy of our sales materials and got all of his contact information. Unfortunately, almost as soon as we had begun correspondence with him, Hess’s was acquired by another retailer, and his position was eliminated.

The convention would have been a complete fiasco except for two things. The first was that I got to introduce Tom to the indescribable pleasure of Italian beef sandwiches purchased from street vendors in the Windy City.

The other redeeming event was the appointment that I had made to do a demo at the convention for Val Walser, the Director of the Advertising Business Office at The Bon Marché, a department store chain in the northwest. The programs worked without a hitch, and she was very impressed with what the system could do. She even invited us out to Seattle for a presentation to the relevant parties at the IBM office there.

Tom accompanied me on that trip, too. Our plane landed in Seattle very late, well after midnight. We checked into our hotel, but we only managed to get a couple of hours sleep. We went to the IBM office, where I checked that all of the software was working correctly. By this time I had been chain-drinking coffee for several hours, and still I felt very sleepy. This was an important presentation, and I had to be at my best.

The demo seemed to go pretty well. Everyone was attentive. The people from the IT department were asking tough questions, which usually boded well for us. I was so tired that I could barely concentrate. As we were putting away our materials I realized that I had been drinking decaffeinated coffee all day.

Nevertheless, I convinced Val and the other important parties. We put together a hardware and software proposal, and they submitted a requisition to the IT department, which also approved it. However, the powers that be at Federated Department Stores1, the mother ship, vetoed it.

This episode taught me that TSI needed someone who could navigate his way through the bureaucratic structure to find out what the hold-up was. Tom was not ready for this kind of responsibility. In the end, we decided that we could not afford someone who just tagged along for demos. In fact, we were really in the position where we could not afford anything.

Fortunately, we were able to use the Hecht’s installation as an entrée into the May Company, which at the time had about ten divisions. Not long after that I persuaded Foley’s in Houston to install the system, too. I also convinced Neiman Marcus in Dallas to get the system.

A grainy photo of Doug in an airport.

Those sales gave TSI both a solid base of accounts and enough revenue that we again looked for a marketing person in 1993. We found what we were looking for in Doug Pease, who had actually worked in the advertising department at G. Fox, the local May Company chain.

At first I had hoped that Doug could do some of the demos, but I soon gave up on that idea. I knew exactly what the system did, what it could potentially do, and what was beyond us. The programmers were generating a lot of code every week, and so these lists were in a constant state of flux. Besides, I had a great deal of experience at public speaking, and Doug did not. I don’t think that I would ever have trusted anyone with the demos.

Doug was a real bulldog once he had a hot lead. He was extremely good at following up on everything. In his first year we closed extremely profitable sales to Lord & Taylor, Filene’s Basement, and Michaels Stores.

Susan Sikorski

In April of 1994 I received an email from a woman named Susan Sikorski, who worked at Ross Roy Communications, Inc. in Bloomfield Hills, MI. The company at the time had eight hundred employees (!) and seven satellite offices. They wanted a production billing system that would feed their Software 2000 accounting system and some internally developed applications.

A few years earlier I would have considered this opportunity a godsend. We had already written interfaces for Software 2000 accounting systems for two AdDept clients. We loved to do interfaces, and the more complicated they were the better. However, we were so busy with programming for clients that Doug had landed that this was my response:

Unfortunately, as I looked over your package, I realized that our system does not really measure up to your requirements. We would have to make very substantial modifications to meet even the minimal requirements. Since we specialize in custom programming, this would not ordinarily be a great issue to us, but at this time we would not even be able to schedule the work for many months. So, I guess that we will have to mass.

And it was almost certainly a good thing that I was forced to make that decision. In 1995 Ross Roy Communications was purchased by the mega-agency called Omnicom Group. If TSI had been chosen for the project, I strongly suspect that the plug would have been pulled on it before the system became fully operational. Susan found a new job at Volkswagen in 1996.

Meanwhile, in the next few years Doug managed to get TSI’s AdDept system into all of the remaining May Company divisions, as well as Elder-Beerman, the Bon-Ton, Stage Stores, two Tandy divisions, Gottschalks in California, and all but one of the five divisions of Proffitt’s Inc., which later became Saks Inc..

Doug and I took many sales trips together. The most memorable one was in December of 1997 to Honolulu to pitch Liberty House3, the largest retailer on the islands.

Doug using a client’s AS/400 for something.

We had a little free time while we were there. Doug and I used it to climb to the top of Diamond Head together. He was an enthusiastic mountain biker, he had been a soccer player in college, and he was quite a bit younger than I was. I was in pretty good shape from jogging. So, neither of us held up the other.

Sue accompanied us to Honolulu, and after Doug returned home, she and I had a great time on four different islands, as is described here.

The other trip that was the most memorable for me was when we flew to Fresno, CA, to pitch Gottschalks, a chain of department stores in the central valley.

In those days you could save a lot of money by flying on Saturday rather than Sunday—more than enough to pay for a day’s food and lodging and a car rental. Doug and I considered going to Yosemite on our free day, but there was a problem with the roads there. Instead we decided to drive along the coastal highway from north to south to maximize our views of the coastline.

Somebody else’s photo.

I did not have a camera, but Doug did. His was a real camera of some sort. I was not yet into photography, and I had not brought a disposable camera on the trip. Doug took lots of photos. In fact, he ran out of film. When we stopped for lunch he bought some more film.

Doug took a lot more photos on the rest of the journey, or so he thought. When we got to Fresno he discovered that he had no photos at all after lunch. I don’t remember whether he forgot to load the camera after he took out the film. Maybe he did not wind it, or there was a technical problem. That was not the worst of it. He also somehow lost the first roll of film when we stopped for lunch, and it also contained the photos of his newborn child taken before we left.

But, hey, we got the account.

I guess that Doug is unloading new equipment in Enfield.

Doug and I almost never disagreed about what the company should be doing. However, near the end of his tenure he came up with an idea that I just could not sanction. He wanted us to start a new line of business in which we contracted for large chunks of advertising space from newspapers at a discount and then resold it to small businesses at a profit. Maybe he could have sold a lot of space; maybe he couldn’t. In any case such an undertaking would leverage no TSI products or services and none of the skills that the rest of us possessed. In short, he was asking me to backstop a new source of revenue for him. I declined to do so.

Doug and I made a great team. I gathered specs and did the demos. He attended, met the players, and subsequently followed up on everything. When the prospect had signed the contract, he made sure that all the i’s were dotted and the t’s crossed and ordered the hardware if they bought from TSI or a business partner.4 By 1999 we had more work than the programmers and I could handle. I told him to stop selling new software systems until the programming backlog could be reduced to a more manageable level, which would not be for at least a year. He made the imminently reasonable decision to look for another job.

After TSI moved to East Windsor in late 1999, we hired one more AdDept salesman, Jim Lowe. His previous experience was with a company that marketed hard cider. The challenge was to get retailers to give them adequate shelf space. It was retail experience, but not exactly the kind that we had dealt with.

Jim was a smart guy, and he could have been a good salesman for us. We went on a trip together to Wherehouse Music in Torrance, CA. Wherehouse was a large chain of music stores in California. Jim and I stayed in a nearby Holiday Inn the first night. We used MapQuest to find to the Wherehouse headquarters the next morning. At the very first turn MapQuest advised us to turn right. This seemed wrong to me, and I turned left instead. We reached the building in less than ten minutes. I don’t know when we would have arrived if I had turned right.

It was a very strange meeting. Rusty Hansen, whom I knew from Robinsons-May, had told them about us. We never got to meet with him or anyone else who seemed to know what they wanted. We did get to meet the president of the company, who was wearing jeans and a tee shirt. I never did figure out what this whole episode was about. The company went out of business within a couple of years.

Jim only worked for us for a few months. He took an offer that was very similar to his old job. Before he left he helped me with a mailing that produced some good leads. I sold the last few AdDept systems to some of those retailers by myself.

Jim’s advice to me when he left was that TSI should concentrate on AxN, which is described here. I don’t think that he ever really understood that the horse must precede the cart. We needed retailers to be sending us insertion orders in order to be able to send them to newspapers.

Bob in Denise’s office.

Bob Wroblewski was, as I recall, a relative of Denise’s husband. In November of 2003 Denise came up with the idea of paying Bob to get the newspapers signed up.

I got to know Bob on a trip taken by the two of us to California to persuade Rob-May and Gottschalks to use AxN. We both misjudged how well the two demos went. The people at Gottschalks seemed excited; Rob-May was somewhat cool. However, Rob-May soon came around, and I never did persuade Stephanie at Gottschalks to use AxN.

Here is how the marketing process worked. After a retailer’s advertising department that scheduled its newspaper ads in AdDept agreed to use AxN for insertion orders, it provided us with a list of its newspapers with contact information. I wrote a letter to each paper asking them to subscribe to the service. The letter was printed on the retailer’s letterhead and was signed by the advertising director or ROP manager at the newspaper. However, it was sent by us along with a contract that I had signed. The monthly rate was approximately what the newspaper charged for one column inch in one issue. This was a negligible fraction of what the advertiser spent. Then Bob called each one and persuaded them to sign up.

I don’t know (and I don’t want to know) what Bob said to the papers, but he had a very high success rate. He also earned quite a bit for himself in commissions. At one time we had over four hundred newspapers that subscribed for the service!

Bob’s wife died while he was still working with us. I drove to Providence, which is where he lived, for the wake.

1. Federated Department Stores owned many large chains that were all very promising potential AdDept clients. The rejection of The Bon Marché’s request may have been a blessing in disguise. In January of 1990, shortly after this meeting, Federated filed for Chapter 11 bankruptcy protection. It could have been really ugly.

2. Susan Sikorski is apparently working as a consultant for Avaya in 2021. She is featured as a graduate of Wayne State on this webpage.

3. We learned later that the advertising department at Liberty House had approved the purchase of the AdDept system, but the order was never placed because in March of 1998 Liberty House filed for Chapter 11, and the funds for new systems were frozen.

4. TSI was throughout its existence a certified member of IBM’s Business Partner program. However, because of the size of the company we were bit allowed to sell IBM hardware directly. Instead, we needed to pair up with a “managing Business Partner” who actually could place orders. We dealt extensively with several of these companies—Rich Baran, BPS, Savoir, and Avnet. There may have been others.

1988-2014 TSI: The Nature of Retail Advertising

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A different world. Continue reading →

For retailers that sell a wide array of products and also have stores in a fairly large number of markets, advertising has long been both extremely valuable and very complicated. In the two and a half decades that TSI concentrated its work on the advertising departments of these retailers advertising was expensive. Newspapers in major markets charged over $100 per column-inch for ads, and the department stores and big-box retailers bought their ads1 by the page (126-132 column inches), not the column inch. Therefore, the advertising departments were charged by the management of these retailers with 1) negotiating the best rates possible, 2) using the mix of media that provided the most bang for the buck, and 3) designing and producing the ads that produced the most sales.

Most large retail advertising departments were divided into roughly the same areas with which we had become familiar at advertising agencies: media, production, and finance. The years that we had spent working with advertising agencies helped us understand some of their issues. However, the differences were many and complicated:

  • A primary difference was that retail advertising was event-based rather than campaign-based. Most retail events were the same from one one year to the next: Presidents Day, Easter, Mother’s Day, Father’s Day, etc. The dates might change a little, but the approaches were usually similar.
  • Another fundamental difference was the calendar. Most retailers organized their finances and advertising using a 4-5-4 retail calendar2. The first month of the year was usually February. Most retailers divided the year into two “seasons”, spring and fall. Fall began in August.
  • The large organizations had a separate manager for each major media: newspapers, direct mail, and broadcast. A few also had a magazine manager. Inserts (the pull-out flyers in newspapers) were usually treated like direct mail in the production area, but were ordered by the newspaper area.
  • Newspapers were much more important for retailers than for other types of businesses, especially in the nineties when potential customers still started their day by reading the local newspaper.
    • Each retailer negotiated an annual contract with each paper. The contracts often provided significant discounts for the quantity (column-inches) or nature of the advertising. For example, one retailer got some of its full-page ads in one of its major papers free if it met established criteria for other ads! On the other hand, if a retailer ran too little advertising for the contract period, the penalties could be staggering.
    • Not all newspapers were the same dimensions. There were two basic sizes, tabloid and broadsheet, but the actual dimensions varied somewhat. Sometimes ads were just photo-reduced to fit, sometimes different versions were necessary.
    • Inserts were included in the contract, but the rules as to how they were counted varied.
    • Some ads (called “spreads”) covered two full pages and the marginal area in the middle (“the gutter”).
  • Merchandise suppliers often paid for part of the cost of ads that featured their products. This was called “co-op”.
  • Most large retailers needed to know the net (of co-op) cost of ads for each merchandise area. The bonuses for the merchandise managers depended upon their sales markups less net advertising expenses.
  • Many retailers with a large number of stores needed to know the net (of co-op) cost of ads for each store. This was tricky for markets that included multiple stores.
  • Many chains had more than one logo (name on the front of the store). They required different versions for production purposes.
  • A few chains had more than one financial entity. This was challenging.
  • The financial books absolutely had to be closed within a few days of the end of the month. In some cases, especially in the May Company divisions, a set of corporate reports in specified formats were required every month.
  • No agency that TSI had dealt with had a photo studio, but many of the retailers did.
  • The production area of most of these retailers borrowed merchandise from the selling departments. The merchandise was sent to a photo studio, either in the department or outside. After the shoot the merchandise needed to be returned or at least accounted for. A special area called the “loan room” or “merch room” managed this activity.
  • Most retailers did a high percentage of their business in the second half of November and December. Many of them froze their computer systems (no purchases, no upgrades, no testing) during this period, which might extend in either direction.
  • No law specified that every retailer must follow every tenet listed above. Every AdDept installation required some custom code.

The sales pitch: After only two or three installations I had felt comfortable talking with ad agency executives. They generally knew nothing about computers. For the most part they cared little about efficiency; we could almost never point to a position that could be eliminated. It was therefore difficult to persuade them that the computer would save them money. I generally focused on three things: 1) how careful record-keeping could help them locate which clients were unprofitable; 2) how the GrandAd media system would allow improved cash flow; and 3) how a computer system could help if they got a chance to win a big client. I called the last one of these the “reaching for the brass ring” argument.

These arguments did not translate well when we tried to persuade retail advertisers. Usually the retailer had already decided whether or not to get a system for reasons that we could not control. Something had happened that made the current method of handling the work no longer feasible. Macy’s acquisition of the Gimbles stores overwhelmed the system that the advertising department had been using. Hecht’s was in a similar situation after it acquired John Wanamaker. Belk desperately needed help when they consolidated five divisions into one in Charlotte.

Although this phrase is now popular, I had never heard it before I started using it in the ’90s.

Often I would not be acquainted with the circumstances that motivated the important players. I always emphasized the value of having one central set of data to which everyone could contribute and from which everyone could draw. I called this approach “one version of the truth” by which “everyone could benefit from the work done by others.” Everyone could appreciate these notions, but placing a dollar value on the idea of shared data was difficult. Fairly often I would find something in my talks with employees that was horrendously inefficient or even dangerous or illegal, but I could not count on it.

An equally difficult problem was trying to figure out which individual(s) needed to be convinced. In some cases the IT department might not even participate in the software search, but they may have veto power over the final decision. Finding out where the sale stood often required someone from TSI who was willing and able to spend a great deal of time communicating by mail and phone. This was something that I was definitely loathe to do. Fortunately, I found someone, Doug Pease, who was quite good at it. Much more about him is posted here.

One thing that we did not need to worry about was competition. No other software company was crazy enough to attempt to address this market. A few retailers tried to develop something in-house. They all ended up spending millions of dollars or giving up or both.

Difficulties after the installation: I disliked two things about dealing with advertising agencies as clients: 1) It was sometimes difficult to get them to pay their bills; 2) they tended to go out of business or merge with competitors without warning.

We had no problems with retailers paying their bills except when they declared bankruptcy. The first time that this happened I was totally unprepared. A few smaller clients later closed down entirely, but none of these events was catastrophic to TSI.

An equally vexing problem was when one chain of stores acquired another. If the other chain had no system, this usually worked in our favor. If they both used AdDept (TSI’s administrative system for large retail advertising departments described here), we lost one client, but the remaining one usually became more dependent on our support and services. They often also asked us to help with the transition as well.

In the end, however, most of our biggest clients were acquired by Macy’s. The advertising was all managed by one department in New York. That process spelled doom for AdDept because by the time that it happened, Macy’s no longer used AdDept.

One other trend usually produced a little work on the AdDept side, the outsourcing of newspaper buying. We were usually asked to design and implement interfaces with the company that bought the ads. Unfortunately, this same process had a dire effect on AxN, TSI’s method of delivering and managing insertion orders online. When Dick’s Sporting Goods announced in 2014 that it was outsourcing its buying of newspaper space, we decided to shut down TSI.

Decision-making: The ways that decisions were made in retail advertising departments differed fundamentally differed from the way that entrepreneurs like advertising agency executives did. If I could talk to one of the principals at the agency, I could explain why the GrandAd system could produce positive results that could affect 1) the agency’s bottom line, and 2) the agency’s reputation. The situation was totally different in the advertising departments of large retailers.

The department either had a budget for a system or it did not. These were two entirely different cases. If the department had a budget, it was probably because of some huge external factor involving a merger or a takeover. In that case, the eventual purchase was almost a foregone conclusion. The challenge was to fashion a proposal that was within the budget, but not by much.

If the department was not in that position, the process was completely different. The first step was to find a person who had enough authority to requisition funds. This was usually the advertising director. However, advertising directors seldom requested information from us. Our contacts were generally much lower on the totem pole, usually the manager of the business office in the advertising department. So, we would first need to convince our contact and then convince the advertising director either directly, if possible, or indirectly.

We then depended upon the advertising director to requisition the funds. We might not have any idea who would evaluate the request. Sometimes it was someone in corporate finance, sometimes it was someone in the IT department, and in the large organizations approval might be necessary by a holding company such as the May Company, Federated, or Tandy.

At this point it was important for us to recognize which was the case. I was poor at this part of the job, but Doug Pease was much better. If he could connect me with the right person, I could usually frame the arguments for him or her. If no money was available, of course, we probably would not get the sale anyway. During some periods retailers were all tightening their belts. In tough times nobody in retail considered any capital purchase that did not generate sales.

If the final decision needed approval from the holding company, it was extremely difficult for us to influence them directly. In some cases like the May Company and Tandy, it worked out amazingly well for us. TSI’s problems with Federated are documented in detail here.

I began to appreciate the complexity of the situation when one customer told me that “Christmas only comes once.” He meant that the department had a budget at that point, but it had to spend the entire amount in that fiscal year. After that they would be strapped for cash. In general, that was how things worked.

However, some advertising departments had figured out a way around this. They charged the merchandise managers more than the ads cost. I do not know how they accounted for the difference, but they were sometimes had accumulated enough money in this fashion to circumvent the decision-makers in finance and IT. I know for a fact that the AdDept system was financed this way in a couple of cases.

The finance people generally were not upset when they found out about the unauthorized purchase. It was usually easy to determine that AdDept reducee administrative costs fairly rapidly. The IT department, however, might be more upset, especially if the AS/400 was not on their list of approved hardware systems.

Ancillary expenses: For entrepreneurs like ad agencies all expenses came out of the same checking account. The retail advertising departments had a different perspective. Sales tax and travel expenses probably did not hit the advertising department’s line on the income statement. No one ever complained about either type of billing, and they were always paid promptly.

However, the company may have had some rules about travel expenses. I was once grilled about flying first class for a training session. I had to provide proof that I purchased an economy fare and was upgraded by the airline. Some retailers insisted that I stay at a hotel at which they had a special rate. This was usually folly on their part. I liked to stay at Hampton Inns because of the free breakfast and the Hilton Honors points. Hampton’s rates were almost always lower than the “special rate” of the designated hotel.

1. Display ads in newspapers are always called ROP. It is not an acronym; the three letters, which stand for “run of press”, are always pronounced individually.

2. Every week starts with a Sunday. Every month has four or five weeks (twenty-eight or thirty-five days). The purpose of this arrangement and many examples are provided here.

1990-1995 TSI: AdDept: The Installation at P.A. Bergner & Co.

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She knows there’s no success like failure, and failure is no success at all.—Bob Dylan’s “Love Minus Zero/No Limit” Continue reading →

In the early years of the marketing of TSI’s GrandAd system for advertising agencies I distinctly remember being disappointed that the second installation (at Potter Hazlehurst) was even more difficult than the first. This tendency was definitely repeated with the system for retail advertising departments, AdDept (design described here). The second installation, which was began in the spring of 1990, was much more problematic than the first.

I had never heard of P.A. Bergner & Co. I now know that the chain’s original store was in Peoria, IL. After it acquired the Boston Store chain in 1985, the company moved its headquarters to the upper floors of the Boston Store in downtown Milwaukee. In 1989 the company also acquired the Carson Pirie Scott stores. The corporate management of all of these stores, including all aspects of advertising, was handled in Milwaukee.

I was not yet familiar enough with the nature and history of American department stores to understand the importance of the timing of that last acquisition. Bergner’s advertising department was presumably given a budget to acquire a computer system to enable it to handle the absorption of the Carson’s stores. The money probably had to be spent in 1990. Any portion that was not spent vanished. Little or nothing for future years was budgeted. I came to understand these things later. I wish that the situation had been spelled out to me.

Moreover, Sue and I continually tried to portray TSI as a strong stable organization that was especially good at big projects. That was true a few years later, but in 1990 the company consisted of:

  • Me,
  • Sue Comparetto (who basically wrote checks, closed the books, and did presidential stuff),
  • Sandy Sant’Angelo, who could do simple programming, of which there was still quite a lot,
  • Kate Behart, who helped with marketing and served as day-to-day contact with some clients,
  • Denise Bessette, who worked only part time, all of which was devoted to projects for Macy’s East,
  • One or two administrative people.

The only way that the whole Bergner’s project could be implemented on time was for me to do almost all the programming work myself. The closest that I came to admitting this to Bergner’s was when I told them that Sue was terrible about time. Anything with a deadline had to come through me. Dan Stroman was quite taken aback when I said this. I was also pretty shocked when I had discovered this, but there was no sense in denying it.

Maybe I should try to grow a big white mustache.

Several IBM reps were involved in the sale of the AS/400 for the AdDept system to Bergner’s. The one whom I remember best was Sue Mueller. One of our last meetings took place shortly after the trip that Sue Comparetto and I took to England (described here). Sue brought to Milwaukee a copy of the magazine. When Sue Mueller saw my picture on the cover, she literally did not believe that it was a photo of me.

My recollection is that IBM sold Bergner’s a model B30 of the AS/400, the same machine that Macy’s was using. I think that it also had the faxing software and the modem that it required, and it definitely included OfficeVision/400, the word processing software.

Our primary contract person at Bergner’s during the negotiations was Dan Stroman1, who was either the advertising director or the production manager. He arranged for me to meet with the individual managers—production, ROP, direct mail, and business office. Either I did not do a very good job of collecting the requirements from them, or they did not do a good job of describing what they needed.

We tried to emphasize to Dan the importance of having one person designated as the liaison between TSI and the users. At first he wanted the liaison to be a person from the IT department. However, everyone agreed that the person whom the IT department assigned to the project, Kee-Huat Chua, would never have worked for many reasons. So, the job was given to Sheree Marlow Wicklund2, who at the time was the manager of the merchandise loan room.

I don’t think that in 1990 TSI yet owned the tools to produce detailed design documents. If we did, we certainly did not use them for that purpose in this installation. I merely described in the proposal what we planned to do.

The project was focused on quite a few things that required significant design changes.

  • Bergner’s stores had four or five logos (the name on the store’s signs). So, a table for logos had to be created, and separate versions of each ad were needed for each version of an ad.
  • On some pages of some direct mail catalogs and newspaper inserts the merchandise varied by market. That is, one “block” on a page might show items from one department in one market and different ones in others. Bergner’s called these “swing pages”. Providing a way to handle them meant, among other things, that the entire approach to measuring books needed to be rethought.
  • Bergner’s wanted to use the system to “traffic” production jobs. We proposed to do this by defining lists of steps, which we called “production schedules” and “timetables”—date relationships to the release date (the date that the materials were delivered to the printer or the newspaper). This approach worked well for setting up the original schedule, but the traffic coordinators did not like to use it, and I never did figure out how we could make it more useful for them. Sheree was certainly of little help.
  • Macy’s newspaper coordinators ordered their space reservations by phone. Joyce Nelson3, the newspaper manager at Bergner’s, sent a schedule to each paper once per week with all the ads, positioning requests, and other notes for every ad to be run in that paper over the next week. She wanted the system to fax them all. I was very happy to add this feature.
  • Bergner’s employees wanted to be able to record comments in many places. These requests were often difficult to accommodate. I devised a trick to handle some of them. IBM’s office-vision software had the ability to run programs within documents and to display the output sent to an output queue within the document instead! The parameters for the program could even be included in the document. So, a form letter could be created for sending detailed information about an ad to a group of people. The text surrounding the report could be changed every time. I especially liked this approach because I was fairly certain that it could not be replicated on any other system.
I was signed on to our B10 all day every day.

By the time that the software was delivered, TSI had a small AS/400 in its office, and we quickly established peer-to-peer communication with Bergner’s system. This allowed us to sign on to their system from TSI’s office and to send programs directly from our AS/400 to theirs over the phone lines. I worked all day on programs in TSI’s office and installed the ones that I deemed to be working early in the morning. This was feasible because our office was an hour ahead of theirs.

I communicated with Sheree via the AS/400’s messaging system, which supported both plain text and word processing documents. Kate communicated with Sheree by telephone. I expected Sheree to interact with the users and managers personally. Instead they had weekly meetings that all the managers attended. They appear to have been mostly gripe sessions. Sheree took notes and sent me a list of the issues reported. She did not send one document per area; all areas were included on one document.

I liked the idea that we received a written record of the issues, but my responses expressed my exasperation at some of them. Often users were still complaining about things that I was positive had been fixed. In other cases they had changed their minds about decisions that they had previously made and we had implemented. I responded to all of the issues that Sheree had sent in one document. I did not anticipate that Sheree would share all of my responses with all of the managers. I guess that I should have anticipated that possibility, but I had not worked at a large company for seventeen years, and the meetings at Macy’s were usually limited to one area at a time.

At any rate, I ended up on several shit lists because I responded negatively in print to some managers’ comments, and all of the other managers got to read. It never occurred to Sheree that if I had wanted everyone to read my answers, I could easily have sent the document with the responses to each of them.

More than a scribe.

Privately I was outraged that Sheree had violated what I considered to be a special relationship between the developer and the liaison. I expected her to be a strong advocate for the system when working with the users and an equally strong advocate for the users when speaking with us. She evidently considered herself more of a project manager whose responsibility was to organize and keep everyone informed. She did this. However, for such a complex system with such a compressed timeline, this was just not enough.

I talked with Dan about the situation, and I pleaded for a different liaison. He said that it was out of his hands. Ouch.

The installation at Bergner’s should have been a great success story. Some of the areas—notably the newspaper and loan room areas—were working very well in record time. The other areas proceeded much more slowly. I felt extremely frustrated by the incredibly inefficient process upon which Bergner’s insisted.

Bergner’s put the X back in Xmas.

Nevertheless, by the time of my visit in December of 1990 the ill will had dissipated to the point that they invited me to the department’s Christmas party. I could hardly believe it. A live band was playing. There was a mosh pit! The young people who worked in the creative and production areas were going crazy. The old fogeys with whom I dealt were much more subdued.

That evening Joyce Nelson asked me to give her a demonstration of my technique of throwing playing cards. She produced a deck of bridge cards, which are not as easy to throw as poker cards. However, I was sure that I could spin one at least twenty yards. Unfortunately, the ceiling was too low. To get a card to go a long way, its flight must describe a loop. I could not possibly throw a card at high velocity without it crashing into the ceiling or floor after a few yards. I had to demur, and I never got another chance to display my prowess.

Not for jugglers.

I located in our basement a few pages of memos written by me or Sheree about the installation. Kate had written notes in the margins. At a distance of thirty years (!) I could not understand the details of what was being discussed, but it was evident that I was trying to juggle a large number of balls at once. However, the use of the test system and the attitude of some managers made it seem like the balls were all coated with fly paper.

At some point in 1991 Bergner’s agreed that we had met the terms of the contract, which, by the way, was TSI’s simple version with only a few amendments. They made the last payment and also indicated that they also wanted to prepay TSI’s software maintenance for, I think it was, a year. They asked us to send them an invoice for this, but they wanted the description to be something like “Miscellaneous programming projects”.

The proverbial wolf was at TSI’s door again, and we had never turned down a check. So we did what they asked.

Bergner’s also approved quite a few enhancements that TSI had quoted. These projects were not covered by the original contract. So, I was still very busy with writing and installing all of the new code.

We used part of the money to hire Tom Moran to help with marketing. His role at TSI is discussed here. Perhaps I should have hired a programmer instead. I was more confident in my ability to produce an abundance of good code than my skill at closing sales. Also, I could not afford to devote the time necessary to train a programmer.

Bankruptcy: By August of 1991 Bergner’s had not sent TSI any checks in several months. We learned that the company had filed for Chapter 11 bankruptcy. My recollection is that they owed us more than $10,000. We had no experience with this; none of our previous clients had ever done this.

Our first experience.

Dan told me on the phone that Bergner’s would not be allowed to pay any invoice that was received prior to the default date and was still open. I realized immediately that they must have suspected that this was coming. That “miscellaneous” check was done that way so that we would be obliged to provide support for programming projects that they never paid for.

Maybe no letter?

I wrote them a letter that said that we intended to apply the money from the miscellaneous check to the projects that we had delivered but they had not paid for, and we would begin to bill them for software maintenance. The Senior VP of advertising, Ed Carroll3, was furious at me personally. Dan Stroman called me about the situation. He said that I didn’t know who our friends were.4 Well, he might have been a friend, but I don’t think that many people at Bergner’s qualified for that distinction. I told him that our legal advisers (Me, Myself, and I) said that money given on deposit like that could be applied to open invoices. Dan did not respond to that. Instead, he asked if he wanted us to continue as a customer. I told him that I wanted them to become a paying customer.

I don’t remember the details of the rest of this episode. We continued to support the users at Bergner’s. They asked for a few more projects. We felt compelled to bill them at higher rates to try to make up for the money that we had lost.

I learned later that much of the retail advertising community considered Ed Carroll a sleazeball. What his advertising department did with that invoice was probably illegal or at least against company policy. He resented that what I proposed would make him look bad.

Test Environment: I found a letter dated May 13, 1992 that Kee-Huat Chua sent to TSI. It began with these two sentence fragments.

As you are aware of PAB’s intention to set up separate program environments for the AS/400 system. What it entails: one environment for intensive testing by users and one environment for developer/programmer to perform units [sic] test on the program module(s).

It then describes electronic forms that we needed to fill out before we made changes to the system. After we sent the form to him, he would copy the entire production library and the entire data library to the test environment. When this would happen is not designated in the letter. It could not be done if anyone was using the system. So, presumably it would be done at night.

After the libraries were duplicated, we would be allowed to sign on and implement the changes. We were also supposed to test them and send him a memo documenting that we tested them.

I guess that the users would then test them, but the letter does not mention it. It also does not mention how the changes will get into the production environment.

However, it does emphasize (in bold print, capital letters, and underlines), “NO COMPILING OF PROGRAMS ALLOWED DURING OFFICE HOURS UNLESS UNDER SPECIAL CIRCUMSTANCES; when making program modification.” Those special circumstances are not described.

Kee also included a list or reasons why this approach would be good for “TSI/Programmer:”

– To better perform & concentrate on their development.
– Less interruption and delay for development tasks.
– Secure production application: AdDept.

Although I considered this additional requirement a breach of our contract, I did not feel that I could refuse outright. I was sure that no matter what the missing details were, it would slow down our delivery of projects that they had requested by 50 percent or more. It also pretty much excluded them from ever getting new releases of our software.

This time Dan called me. I told him that we could have done it using test libraries from the beginning, but the project would have been hopelessly behind schedule if we had. He replied that he thought that that was what I would say.

I didn’t say this to Dan, but I also knew that this approach guaranteed that we would be doing a lot of extra work for which we would not be compensated. I cannot imagine who would really benefit from this. The alleged benefits for Bergner’s were equally bogus:

– To stabilize the “live”/production system both in the short run and the long run.
– To adhere with PAB’s standard of implementing computer systems established by Management Information Systems
– To encourage more users involvement with the implementation of the application.

I was mostly thankful that they did not come up with the idea of inserting this guy from the IT department between us and their system while we were still working on the base system specified in the contract.

I made lots of mistakes, but I also fixed problems very rapidly.

This was a good example of why it always took IT departments ages to develop and install new software and why so many companies ended up outsourcing the IT department itself. My shoot-from-the-hip approach admittedly required some pain and frustration for a short period of time. However, it had worked extremely well in the ad agency environment, and it would also eventually prove effective in many other retail advertising departments.

If only it were that easy.

Documentation and Ease of Use: Macy’s East’s long and involved contract did not require TSI to provide written documentation of how the programs worked. Although they demanded a commission for any AdDept systems sold in the first year after it was signed, they considered the whole project a custom job.

I no longer possess a copy of our contract with Bergner’s, and so I cannot check on whether it specified anything about documentation or not. I doubt it. Producing a user’s handbook that covered every eventuality of every aspect of the system would have been an overwhelming undertaking that got worse with every program change or new module. Instead, I made a conscientious effort to try to make the system fairly easy to use.

  • The layout of all of the screens was consistent.
    • The top three lines of data entry screens described the purpose. The screen number was in the upper right corner.
    • If a new item was being created, the word “New” was also in the upper right corner, and it blinked.
    • If the item already existed, the user ID, date, and time of the creation and last change were displayed.
    • All binary fields required the entry of Y or N. The 5250 standards used by all of the terminals and PC’s did not support check boxes.
    • The options for all fields that would have had radio buttons on a GUI (graphical user interface)5 were listed on the screen.
    • Two function keys were available at all fields that were verified against the database. F2 produced a detailed description of the field. F4 called a program that allowed the user to list and from the existing entries. Exiting these programs returned the user to the original screen with the cursor position maintained.
    • All dates were entered in the form MMDDYY.
    • All fields were verified when the Enter key was pressed. Any entries that were not valid were highlighted, and the cursor was positioned there.
  • The format for all reports was as consistent as possible. The report number was almost always in the upper right corner.
  • A list of the names of the most important tables and their key fields was provided for querying purposes. The names of the fields was consistent from table to table.

The biggest gripes were the lack of a user handbook and that the system was not “intuitive”. I considered trying to write a handbook, but I could not figure out a way to do it. Furthermore, I could not even start on it until all the programming required in the contract had been completed.

In all honest, I have never seen a system that was intuitive. The text-based user interface, which the only thing IBM provided at the time, probably seemed difficult to people who had never learned the keyboard.

I thought of a few ways to provide better documentation later, and we provided them to both new and existing clients. By then, however, Bergner’s had decided to try to find a different system.

Camex Interface: We were not the only software developers who felt Bergner’s wrath. When the AdDept installation began, Bergner’s produced its ads using Camex software on very expensive workstations from Sun Microsystems. Macy’s East did, too. Both of them wanted Camex to work with us for a two-way interface between the two systems. The story of how this project never got off the ground is recounted here.

Epilogue: The story of the installation has at least four epilogues:

  1. I think that after the bankruptcy brouhaha Bergner’s hired Gary Beberman, who had done a fantastic job as our liaison at Macy’s East, to help them. He called me about it. I told him that they had a good system installed, but we did not get along with some of the people there. I told him about the restrictive process that IT had set up for me to use. He was sympathetic, but he had no advice about how to turn around. He also warned me not to use Bergner’s as a reference account.
  2. Bergner’s advertising department tried unsuccessfully to replace AdDept for years, maybe even decades. I went back there for something some time in (I think) 1992. Joyce told me that they now had two systems, a pretty one and an ugly one. She said that she preferred the ugly one that worked.
  3. Bergner’s emerged from bankruptcy in 1993. They paid us pennies on the dollar. In 1998 the company, then known as Carson’s, was acquired by Proffitt’s Inc., which later became Saks Inc. All of the other Saks Inc. divisions used AdDept. Carson’s was merged with Younkers and Herberger’s, which both had successfully used AdDept. The resulting entity was called the “northern division”. Saks Inc. sold the division to the Bon-Ton in 2005, which closed down all 267 stores in 2018. During that entire disastrous sequence of events Ed Carroll ran the advertising department in Bergner’s. Carson’s, the northern division of Saks Inc., and the entire Bon-Ton.
  4. Some time early in the 2000’s I unexpectedly ran into Ed and Sheree (?!) at Saks Inc. in Birmingham, AL. Steve VeZain, who was in charge of the corporate marketing group, had asked me to come there for some other reason. Sheree was cordial to me, but when Ed saw me he barked, “What are you doing here?” More about this event is documented here. I never saw Dan Stroman again. I have no idea what happened to him.

Miscellaneous: Here are a few things that I remember about the installation:

Lovable Bucky?
  • Dan and his wife had Sue and me over for supper on evening. She was a big University of Wisconsin fan. I remember her saying “How could you not love Bucky Badger?” I thought that Bucky Badger was ridiculous then. I have subsequently learned to hate him. The Stromans’ house was on a large pond. Dan had a boat. I don’t know why, but he revealed to me that he had had a vasectomy.
  • Bergner’s insisted that I stay at the Mark Plaza Hotel when I was in Milwaukee. It had a doorman. He held the door for me even though I always had a free hand. I guess that that was his job, but it annoyed me. I have always hated it when people offered an unsolicited service and then expected a tip.
  • One evening I tried to get some work done in TSI’s office, where I had “passed through” to Bergner’s system. After a while I became too drowsy to be productive. So, I intended to end my remote session. Unfortunately I keyed in PWRDWNSYS on a command line rather than ENDPASTHR. I accidentally shut down their system! I had to call the IT support line in Milwaukee and talk someone through starting it up again from the system console.
  • The German food in Milwaukee was unbeatable.
  • One day Dan Stroman, a guy from production whose name I don’t remember, and I went to lunch at a Thai place. I didn’t think much of it.
  • I had fun jogging down by Lake Michigan in the evenings.

Failure: This entry has made me think about the nature of failure.

For about thirty-five years I designed, wrote, implemented, documented, and supported software systems. In the fifteen-year period that we actively marketed AdDept, we had thirty-five installations. Of all of those, the only one that I would characterize as a failure was the one at P.A. Bergner & Co.

I probably made mistakes. I tried to work on everything at once. I wanted to provide each stakeholder in the department with something to show that we were making progress.

Perhaps I should have insisted on doing one media at a time. Would Bergner’s have accepted that strategy? Who can say? They put a lot of pressure on us to get the entire project delivered. They seemed to have underestimated how much new programming they wanted. I am certain that I never said that we had already written software that was not actually working, but we were definitely trying to be optimistic. We desperately wanted the job. Maybe some statements that we made got misinterpreted.

I often took the “one area at a time” approach in other installations. We usually started with ROP and quickly achieved successful faxing of insertion orders and printing of schedules. That served as a confidence booster. If we had achieved important objectives quickly, perhaps no one would have suggested that wretched test environment. That approach would probably have also eliminated the weekly committee meetings. If my reports had been to one manager at a time, I would have been more careful in my comments.

In some future installations I designed one-time programs to help with the initial loading of tables by reading in user-supplied spreadsheet files. It did not occur to me to try this at Bergner’s, and no one suggested it. I am not sure that they actually had any files that I could have used.

I learned my lesson. In all subsequent AdDept presentations, I emphasized what I called “our dirty little secret”, to whit, the biggest factor in determining the success of an installation was the person who acted as liaison. I also took pains to specify what precisely the liaison’s responsibility and traits should be.

I also recognized that I should never have put in writing anything even slightly derogatory about a third party. Thereafter I always assumed that everyone would read every word that I wrote.

I learned one other lesson from this experience. I needed to investigate prospective clients more closely. From then on I asked prospective clients why they had decided to pursue automation of their advertising department at this point in time.

I can’t be too hard on myself, however. I don’t know of anyone else who managed to automate two advertising departments of large retailers. Over the years I installed thirty-five AdDept systems.

1. I never saw Dan Stroman again. I have no idea what happened to him. I suspect that he must fallen out of Ed’s favor. He may have been blamed for selecting TSI to design and implement the administrative system and for the collapse of the Camex interface project.

2. Sheree (pronounced like Sherry) Wicklund now goes by Sheree Marlow. Her LinkedIn page is here.

Ed
Joyce

3. Joyce Nelson worked for the company until 2004. Her LinkedIn page is here.

4. Ed Carroll, one of the very few people in my life who really hated me, died in 2016. His obituary is here.

5. IBM did not provide OS/400 with a real GUI until more than a decade later, and even then what they suggested was slow, resource-intensive, and lame compared to what people were accustomed to on PC’s and Macs. TSI’s screens maintained the same format throughout the history of the company because we never found a way to convert the hundreds of screens that we had to produce something that was reasonably attractive. The approach that came closest was to write everything over in a language that used CGI for HTML files. That was how AxN worked.

1990 TSI: The Paramount Pitch

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Paramount? Seriously? Continue reading →

It would have been folly to do so, but I certainly wish that I had kept my notes from our second Manhattan adventure. In a strange way it was an important milestone for TSI, but my recollection of the details are now very spotty, and the only aspect that I could verify from research on the Internet was that the year was almost certainly 1990. It may have actually begun in late 1989. Sue remembers nothing about this whole escapade.

In 1989 Gulf and Western changed its name to Paramount Communications, Inc.

The prospect was Paramount Communications Incorporated, which was based in New York City. I am not sure how the people conducting the software search heard about TSI. The Manhattan IBM office with which we sometimes dealt may have recommended us. We had a pretty good relationship with them. If the word “advertising” was mentioned in a conversation, they probably would have thought of TSI.

Of course, Sue and I had heard of Paramount studios. We had both seen the company’s logo on lots of movies. I am not sure whether we were contacted by phone or by a letter. In any case, we had only one face-to-face meeting in New York City with the person who was looking for a company to develop a system for them. She sent us a Request for Proposal (RFP) with fairly detailed specifications.

I generally hated RFP’s because they seldom allowed us to emphasize what we did best—come up with imaginative solutions to database problems that were difficult to implement. Instead they were designed to be easy to score and to prevent the vendor from distracting attention away from the most important issues. Each vendor’s answers were awarded numerical values. The software companies with the highest scores were asked to write up a detailed proposal, perhaps after an interview.

Madison Square Garden is actually close to round.

We were learned that Paramount owned a set of radio and television stations and some small cable networks. It needed a system to manage the advertising on these outlets. Of course, it also owned production companies as well as other things such as Madison Square Garden and its two permanent residents, the Knicks and Rangers. So, in some cases Paramount owned both ends of the transaction. This complicated matters, but we always liked complications. If nothing else, this helped explain why the company did not just use a software package designed for broadcast stations. Surely by 1990 there must have been some.

The RFP had set of a dozen or so numbered areas that required (or at least allowed) fairly extensive explanations.It also contained something that I had never seen before. At the end or perhaps in the cover letter it indicated that the submission should “be indexed” according to the required areas.

The proposal that I wrote was organized so as to emphasize our company’s strengths, namely our ability to deliver very large projects on time, our willingness to write custom code, and our strong relationship with IBM. I also sang the praises of the AS/4002. Needless to say, I did not emphasize TSI’s lack of experience in scheduling advertising from the media outlet’s perspective. In point of fact, I was convinced that we would be writing most of this code from scratch. At the end I included an index that listed the page number for the answer to each numbered area.

Individual 1 purchase the G+W building and made it a hotel.

A few weeks after we mailed the response to the RFP we were invited to come to New York to discuss the document. The company’s office was in the Gulf and Western Building at 1 Central Park West on Columbus Circle. Sue and I took Amtrak to the city and then the subway to Columbus Circle. Columbus Circle was thrilling. Neither of us had ever been there before; ascending from the subway elicited a “Wow!” from both of us. We had never seen a section of Manhattan that was not rectangular!

The meeting was less inspiring. I distinctly remember two aspects of it:

  1. The lady conducting the search (whose name I don’t recall) seemed annoyed that I had not organized our responses in the same order as the numbered areas. I explained that the RFP had not specified an order for presenting the responses. It said that they should be indexed, which is exactly what I did. She paused for a few seconds with an icy look on her face. She then asked my why I had organized it the way that I did. I told her that I was simply trying to make a case. The rest of the meeting went a little better. I don’t think that she had realized that the RFP had used the word “indexed” instead of “ordered”.
  2. She provided us with a little more information about the project, including the news that they favored a UNIX-based solution. The only other thing that I specifically remember came from Sue, who at one point remarked, “I am not sure that we even want this job.” I am not sure how this struck the lady making the decision, but it certainly shocked me. For the first time in the decade that we had been working together Sue and I apparently did not agree on the direction in which TSI should be heading.

Frankly I was not certain that it would be a good idea to undertake this project. In point of fact the situation at Paramount changed dramatically only a few years after our meeting. The whole company was purchased and then split in two with all the media outlets going to an independent company. If we had committed to a large investment in time and resources for Paramount’s project, we probably would have found ourselves out of luck at that point. As it was, we devoted the time and effort to the AdDept system3. At just about the same time that Paramount was acquired and then split up, the marketing of AdDept was really gaining traction.

If we somehow survived that crisis, we would have had to learn how to deal with show business people. Can you imagine?

In any case, I never begrudged Sue the right to her judgment. I wished, however, that she had told me about her misgivings earlier and in private.

We did not get the Paramount job, but we had one more memorable meeting about it. It was a flea on the world’s greatest (true) shaggy dog story, which is recounted here.

1. Prior to 1989 the parent company was known as Gulf and Western. In 1994 Viacom acquired a controlling interest in it. When that company split into two entities, Viacom and CBS, most of the stations went to CBS, and the film studio went to Viacom. Some other properties were sold. Wikipedia’s account of this period is here.

2. Much more about the hardware and operating system that were the focus of TSI’s activities from 1988 until the company closed in 2014 can be found here.

3. The design of the AdDept system is explicated here.