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SPECIAL PROMOTION
Short radio promotions that run but a day, a week, or a month yet leave an impression that lasts the year around.
Finance
ANNIVERSARY PROGRAM When Father Time had cut a sAvathe 52 years wide for the Central Bank of Oakland, President Frank N. Belgrano, Jr. determined that a birthday was the moment to stop the clock, glance back at pages of history already written. So that all might see what the moving hand of time had written, Central Bank turned to KRO^\^ San Francisco-Oakland, Cal. Listeners heard a 30-minute broadcast from the bank direct. Event itself made history, marked the first time a bank in Northern California went on the air with a celebration to mark an anniversary.
While the history and growth of Central Bank was a dramatized portion of the program, service pin awards to 17 officers and employees was a super-special part of the show. President Belgrano himself awarded the badges of honor to those whose service to Central Bank ranged from ten to 35 years. Interviews with officers and employees, and musical selections popular during various eras of bank history gave color and aiuhenticity to the celebration.
AIR FAX: Monday through Friday, Central Bank rings the Bell of Freedom from its lobby. QuaMer-hour features interviews with bank patrons. Emcee both for the regular broadcasts and the special event: mikeman Scott Weakley. First Broadcast: October 15, 1943. Broadcast Schedule: Friday, 4:00-4:30 P.M. Preceded By: Music. Followed By: Music. Sponsor: Central Bank of Oakland. Station: KROW, San Francisco-Oakland, Cal. Power: 1,000 watts.
COMMENT: .S|)('( iai e\enls broadcasts arc the exclainaiiou points for the advertiser's regidar broadcast period. In services of the kind here, a major task
is the establishment of public confidence and trust. Anniversaries provide a i splendid opportunity to stress that one particular point.
Labnr Unions
LABOR DAY PARADE \Vhile Labor Day is a day of rest for the man with the hoe, all those who toil, it isn't a day when labor's public relations need take a holiday. In Columbus, Miss., the Columbus Trades Council got in some of its best work on the very day its individual members were taking a 24-hour breather. To further its cause with the public, the Columbus Trades Council took to AV^CBI, presented two 30-minute broadcasts.
One broadcast covered the Labor Day Parade. For its second public bow, the Columbus Trades Council broadcast Labor Day addresses. Featured were state and local dignitaries in their best bibs and tuckers. Broadcasts were the first ever sponsored by the Columbus Trades Council, and expenses were written oft from a special fiuid set up for promotion and advertising. Labor Day airing was the torch that set off the fuse to a regular series of institutional and promotional radio efforts.
air FAX: Parade broadcasts by remote control were from the downtown business district. Speeches were broadcast from the Court House auditoriutn. First Broadcast: Labor Day, 1943. Sponsor: Columbus Trades Council. Station: WCBI, Columbus, Miss. Power: 250 watts. Population: 15,467.
COMMENT: Labor organizations represent one of the many groups with whom public relations represents the keystone upon which all else rests who are finding that radio is a valuable friend.
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RADIO SHOWMANSHIP