Thanks to human error, Baton Broadcasting System overbooked its fall advertising roster in the Ontario market and was forced to approach several advertisers to figure out an alternative advertising plan.

Gary Greenway, Baton’s senior vp of sales and marketing, says that a couple of orders ‘somehow got lost in the system,’ thanks to a very busy fall selling period.

He says this type of ‘hiccup’ is normal and has happened at every other station at which he has worked. (Greenway was director of marketing and sales for CBC Television for 14 years before joining Baton.)

‘It’s no big deal,’ says Greenway, adding that the issue has been resolved, and that Baton continues to have a good relationship with all of the advertisers involved. ‘Everybody’s fine,’ he says.

Greenway says clients were offered the opportunity to shift their advertising to another period, to move their buy to another market altogether, or place advertising on a specialty service.