Richard Wittwer v. MacLean Hunter Publishing Company

73 F.3d 365, 1995 U.S. App. LEXIS 40521, 1995 WL 767091
CourtCourt of Appeals for the Seventh Circuit
DecidedDecember 27, 1995
Docket95-1699
StatusPublished
Cited by2 cases

This text of 73 F.3d 365 (Richard Wittwer v. MacLean Hunter Publishing Company) is published on Counsel Stack Legal Research, covering Court of Appeals for the Seventh Circuit primary law. Counsel Stack provides free access to over 12 million legal documents including statutes, case law, regulations, and constitutions.

Bluebook
Richard Wittwer v. MacLean Hunter Publishing Company, 73 F.3d 365, 1995 U.S. App. LEXIS 40521, 1995 WL 767091 (7th Cir. 1995).

Opinion

73 F.3d 365
NOTICE: Seventh Circuit Rule 53(b)(2) states unpublished orders shall not be cited or used as precedent except to support a claim of res judicata, collateral estoppel or law of the case in any federal court within the circuit.

Richard WITTWER, Plaintiff-Appellant,
v.
MACLEAN HUNTER PUBLISHING COMPANY, Defendant-Appellee.

No. 95-1699.

United States Court of Appeals, Seventh Circuit.

Argued Sept. 26, 1995.
Decided Dec. 27, 1995.

Before POSNER, Chief Judge, and BAUER and COFFEY, Circuit Judges.

ORDER

Richard Wittwer was an employee of Maclean Hunter Publishing Co ("Maclean") from March 1980 until August 1992, when his employment was terminated. The plaintiff filed suit against Maclean claiming that he was discharged in violation of the Age Discrimination in Employment Act ("ADEA"). 29 U.S.C. Sec. 621, et seq. Maclean moved, and the district court granted, summary judgment. Wittwer appeals. We AFFIRM.

I. FACTUAL BACKGROUND

Wittwer was hired by Maclean in March 1980, as a Marketing/Sales Manager. His duties included selling advertising space in the publications of Maclean's Mining and Construction Group ("the Group"), and his sales territory encompassed the midwestern United States. Wittwer's primary responsibility was to sell advertising space in Concrete Products ("Concrete "), which accounted for 90% of his business. He also had limited sales responsibilities for Coal Magazine, Engineering and Mining Journal, Rock Products, and International Construction ("Construction ").

In the early 1990's, Maclean noticed that advertising revenue from the Group was declining. In order to combat the decrease, Maclean hired Robert Dimond as the Publisher for the Mining and Construction Group in October 1990, and in May 1992, Dimond hired John Bold as an Associate Publisher and National Sales Manager. Together, the two men evaluated the Group's sales structure and tried to determine how to increase revenue. They concluded that an overall reorganization of the sales division was in order, and decided that representatives should begin employing a "consultive" approach to selling advertisements.1 They were responsible for the decisions regarding sales personnel, including transfer, hiring and termination.

In August of 1992, in an attempt to improve the sales department's performance, Bold and Dimond reorganized and consolidated the sales responsibilities of their personnel. The sales representatives were responsible for selling advertisements in fewer publications. The restructuring also resulted in the creation of one sales position for midwest advertising in Concrete and Construction. Because Wittwer had the primary responsibility for Concrete before the reorganization, Bold and Dimond examined his performance in order to determine if he should assume the new consolidated position for Concrete and Construction.

Bold and Dimond inspected Wittwer's sales records for the previous three years and noted that the plaintiff sold more pages and advertising dollars in Concrete than any other sales representative assigned to the magazine. In spite of this fact, his aggregate sales were declining at a more accelerated rate than any one of the other sales persons in the Group. In 1990, he sold 42% of the ad space in Concrete, 38% in 1991, and 29% in 1992. Additionally, after having had an opportunity to observe Wittwer's sales calls, Dimond and Bold were not impressed with the plaintiff's advertising space sales technique for it was less than "consultive" in style than they desired. See, Note 1, supra. Referring to Wittwer's sales promotion style, Dimond stated:

I was not impressed at all with his style in dealing with [clients]. He rambled a lot. His selling approach I did not think was effective. He violated a basic principle in sales, at least in my view, that you try to get the customer to do as much talking as possible, draw out their wants and needs and so forth. He tended to dominate a conversation and it wasn't always ... a very effective selling kind of conversation.

Bold found that Wittwer was "verbose, not very focused, it was difficult to understand the point he was making at times.... I don't think he did a good job of communicating his sales message."

As a result of their evaluation of the plaintiff, Dimond and Bold determined that Wittwer was not the right person to assume sole responsibility for selling ad space in the midwest region for Construction and Concrete. Dimond and Bold also felt that the advertising base for Construction, a relatively new publication, acquired by Maclean in 1990, had great growth potential in the midwest which Wittwer to date, had been and probably would be unable to exploit. Although Wittwer had an existing list of contacts in the construction equipment market, he was lacking potential new advertisers for the magazine, because of his want of experience in or knowledge of the construction industry.

Bold and Dimond decided to replace Wittwer with Renee Shane, who was 33 years of age at the time she began work at Maclean in August 1992. Shane, who had a B.S. in journalism and marketing, was assigned the exclusive sales responsibility in the midwest for Concrete and Construction. Shane's former job was as a Marketing Communications Manager for Allied Steel & Tractor Products, Inc., a manufacturer of heavy construction equipment, and her duties included directing both corporate advertising and public relations. During her tenure with Allied, Shane met Dimond at a number of trade shows and she had expressed her interest in a career in selling advertising to Dimond.

In her managerial capacity, a position she held for six years, she was responsible for a $300,000-$350,000 advertising budget, and had purchased ad space in over a dozen construction publications, including Construction. Additionally, she served on the marketing committee of the Construction Industry Manufacturers' Association ("CIMA"), the principal trade organization for the construction equipment industry, and had extensive contacts throughout the industry. Thus, although she had no experience selling advertising prior to commencing her employment with Maclean, Bold and Dimond believed that she would be a more effective midwest sales representative than Wittwer because of her contacts in the construction industry and her experience in purchasing advertising space in numerous construction publications.

Bold informed Wittwer of the reorganization of sales assignments necessitating his termination on August 27, 1992, and told Wittwer that because of the restructuring that was about to take place, neither he nor Dimond felt that Wittwer was the most qualified person for the new position. Thereafter, Dimond followed up the conversation with a memo to the plaintiff, dated August 27, which stated: "This will confirm the fact that we plan some major restructuring of our sales efforts in the U.S. and is the reason for your termination. The restructuring will involve several of our publications and territories and affect a number of our current staff."

At the time Maclean hired Wittwer, he was 63 years of age, although he told Maclean that he was 46.2 He was 75 at the time his employment was terminated, but Maclean thought he was 63.

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Bluebook (online)
73 F.3d 365, 1995 U.S. App. LEXIS 40521, 1995 WL 767091, Counsel Stack Legal Research, https://law.counselstack.com/opinion/richard-wittwer-v-maclean-hunter-publishing-compan-ca7-1995.