Radio showmanship (Jan-Dec 1946)

Public Utilities HAPPY GANG If 100 percent sponsor backing in terms ot promotional effort is an occasion for talent rejoicing, the Happy Gang is just that in name and deed. To promote its WO WO, Fort Wayne, Ind., program, the Indiana Service Corporation featured dash cards on all of the city's 110 trolley coaches and street cars; via a special notice mailed to their home addresses, 700 company employees were invited to listen, and small stickers were prepared for use on nearly 30,000 monthly statements and personal correspondence of executives. Entire promotional campaign was backed up by WO WO; i.e., to supplement Indiana Service stickers, WOWO used stickers on all bulletins to trade and homemakers. Window displays at Indiana Service's local office were tied-in with WOWO sttidio displays. When the sponsor's promotion dcj^artment wrote a letter to all electrical appliance dealers in the city, explaining that "living electrically," rather than promotion for any specific brand names, was the basis for the campaign, WOWO also had a follow-up. Calls were made on all appliance dealers to extend them a personal invitation to listen and to assist them in publicizing the show for their own benefit. Entire promotional package was wrapped and delivered in advance of the first broadcast. Additional promotion underway includes cards at f)oint-of-sale (appliance stores) , car cards, menu cards in the company cafeteria, newspaper advertising and publicity stories in the Indiana Servk:e Corporation's house organ. Sponsor plans lo send letters to all aj)ph*ance dealers thioughout the area. lo l)uild (ontiiuiity of theme, all plugging is put into the mouth of Reddy Kilowatt, the symbol of electrical service. AIRFAX: First Broadcast: July 7, 1:30-2:00 p.m. Broadcast Schedule: Sunday, 1:30-2:00 p.m. Sponsor: Indiana Service Corporation. Station: WOWO, Fort Wayne, Ind. Power: 10,000 watts. COMMENT: Ihi oiigh all-oiU promotional cllort, the sponsor here takes lull advantage of what is ;i golden oppoi I nnit\ . CLAIMS TO FAMI To help create greater understanding of radio' contribution to community life, this series wil highlight the development of stations who sub scribe to RADIO SHOWMANSHIP for theii advertisers in various parts of the country. SALUTE TO WIBX Because rail, highway and water tran> portation from New York, New England Buffalo and the W^est converge in th Mohawk Valley for redistribution ti the Adirondacks, the North Country an( soiuhward to the lower tier of New Yori counties and adjacent Pennsylvania, lUi ca, N. Y., is indeed the crossroads. Giving voice to the divergent interest of these 21 1,990 people at the crossroads is WIBX, a CBS affiliate. Established ii 1925, Utica's only radio station is tlii home town voice for its primary area. Its domination in no small part is base* on service to the commiuiity, and \\'IB> has won six national awards for ser\ ice ii the public interest. Such events as th Memorial Day Parade are always coverei by special e\ents annoimcers and relavtM U) WIBX listeners, riiroughoiu the ye;n WIBX broadcasts a series of fi\e educii tional programs, and its Radio Edu(;i tion Conference for priiuipals, teacher^ stipervisors and superintendents, is ai annual event. What WIBX contributes in ser\i(C' i< the connnunity, it also extends to in( hid service to its achertisers. (Consistent niei (handising aid to achertisers includes d rect mail, window displays and person;i contacts with distribiUors, dealers am wholesalers. WIBX has been used for tes campaigns 1)\ numeioiis national achci tisers. Willi Maigaret Potter Bowen as ptes dent and general manager, WIBX is re| resented by llelen Wood in New Yorl and Beitha Bannon in Boston. Vetera bjoaclc aster, Nathan W . (Cook is merchai dising and promotion manager. 314 RADIO SHOWMANSHI