And even if they do not, hospitals could tap into the buying services offered by the myriad of dot-com companies that offer such services.

So he turned to a buying service that obtains its cars from a large fleet dealer in Cincinnati, and submitted an offer below the sticker price.

He is also President of Southeast Tire Group, Inc., a buying service for independent tire dealers.

The media planning and buying portions of the account continue to be handled in-house in conjunction with outside buying services.

And some car shoppers doubt that a middleman - the buying service - can provide the best price.

"Advertisers are clamoring for creative and innovative ways to reach consumers," said Bob Flood, senior vice president of Optimedia, a buying service for advertisers.

Readers also receive advice on buying versus leasing, and on using a third-party buying service to negotiate a deal.

The buying service did not have a previous agency, according to Penchina, Selkowitz.

Mr. Sawyer retired in 1975 as an executive of the Associated Merchandising Corporation, a buying service owned by major department stores.

Executives at on-line buying services acknowledge that they are making life more difficult for many dealers.