You can bet the house on it: WCET-TV's Action Auction won't make $1 million this year.

        Channel 48 General Manager Susan Howarth is making several key changes in the 34th Action Auction: She is eliminating new houses and is not airing the home shopping fund-raiser in April.

        The Auction, which normally would start Thursday, will air May 9-18, against networks' sweeps specials. It has been delayed to give the new Auction boss, special events director Judi Pawsat, a cushion to learn the job.

HELP OUT

WCET-TV needs goods, services, furniture, gift certificates, furniture, other items and volunteers for the 34th annual Action Auction May 9-18.     To donate items, or your time, call Channel 48's Auction office at (513) 381-4033, ext. 347, or go to the station's Web site, www.wcet.org/auction/donors.shtml.

        “It's the best time we had available to do this,” says Connie D. Cussen, Channel 48 senior vice president and a former Auction manager.

        Ms. Cussen points out that the Auction wasn't hurt last year when it moved from April 19 to May 31 because of the riots. Channel 48 viewers responded by spending a record $1,293,807. It was the 11th time in 13 years the station broke $1 million.

        But not this year. Without two new suburban homes up for bid, Channel 48 folks are expecting to raise about half as much ($600,000).

        Houses have been dropped because it's too time consuming to select a site and builder, solicit donated labor and materials, and supervise construction, Ms. Cussen says. One home from last June's telethon has not been sold. The money from its eventual sale was figured into the last year's $1.2 million record.

        “The houses have been very good for the Auction over the years, and we have made money,” she says. “But things have changed. The economy has changed. And we just decided it's too difficult to undertake along with the Auction.”

        Adds Ms. Howarth: “Recent house projects have required more and more staff time, time which we believe can be more effectively devoted to other fund-raising activities.”

Two hours less air time

        Ms. Howarth, hired to replace Wayne Godwin last year, says she has “been reviewing everything we do, with a goal of maximizing our programming and educational services to the community.”

        That's why viewers will see a streamlined Auction, airing 4-11 p.m. (instead of 3 p.m.-midnight).

        How Channel 48 will make up the $600,000 difference from last year's Auction hasn't been explained. But Ms. Howarth promises not to expand pledge drives.

        “We'll "make up the difference' through some of the new activities and by reducing some expenses throughout our operation,” she says.

        “We do not plan to expand our on-air pledge activities. Our goal is to reduce on-air pledge and make the time spent on the air as efficient as possible. With a new special events staff, and the Auction one month away, it's too early to talk specifically about any new events,” Ms. Howarth says.

Station in need

        One thing is clear: Channel 48 needsAuction items, big and small. You name it: vacation packages, antiques, appliances, art, furniture, jewelry, stock portfolios, sports or concert tickets, gift certificates, golf clubs, luggage or sports memorabilia.

        Companies could donate tickets, or “purchase a gift certificate for dining in their company's name. I can't think of any business that couldn't help us in some way,” Ms. Cussen says.

        The station also needs lots of volunteers. In past years, the Auction has had 72 people per shift answering the phones, running bids, operating cameras, setting up merchandise, confirming bids and working at the loading dock.

        “We always need volunteers. We can't do it without volunteers,” she says. She hopes that groups — from a family, school, business, club or civic organization — will offer their services.

        Most of all, Channel 48 will need viewers. Ms. Cussen cites last June's success for her optimism about delaying the fund-raiser this year. But rather than June reruns, the Auction will compete with the best TV networks have to offer. Will viewers be going, going, gone to their favorite shows?

        During May 9-18, the networks will air season finales for Friends, ER, CSI: Crime Scene Investigation, Providence, Malcolm in the Middle, Bernie Mac and Touched by an Angel.

        That 10-day stretch also includes the L.A. Law and Mary Tyler Moore Show reunions; ABC's Dinotopia miniseries; the CSI spin-off set in Miami; two Survivor: Marquesas episodes;and Star Wars Episode 1 — The Phantom Menace.

        “I don't recall (sweeps) being a concern, but we did take it under consideration” Ms. Cussen says. “We're not projecting that we'll make $1 million, but we think we'll do well with the Auction.”

        The Action Auction could be a tough sell next month.

        Contact John Kiesewetter by phone: 768-8519; e-mail: jkiesewetter@enquirer.com.

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