Radio showmanship (Jan-Dec 1949)

JOIIMY 091 THE SPOT Book Promoted by Spots P.J. Kennedy &Sons, well known Catholic book publishers of New York City, will be the first publisher to use television to sell an individual book by way of minute spots. The book selected for this pioneer experiment is "The Crusade of Fatima" by John de Marchi, the authoritative account of a modern miracle which occurred in 1917 in Fatima, Portugal. This initial test of Television spots as a book-advertising medium will be on Philadelphia's (WFIL-TV) Television Channel 6. Minute spots will be used nightly over a 3-week period beginning Sunday, November 28th. Book stores in the area will be alerted to tie up with the experiment by newspaper announcements, window displays and other promotional devices. Results of the tests will help to determine for P. J. Kennedy as well as for other publishers, the extent to which television spots might be effective in the promotion of books. The Television Department of Van Diver & Carlyle, Inc., has been retained to produce the spot and conduct the experiment. Wayne Wirth is the Television Director and Howard Moss is the account executive. Spot Business on WMAQ An order from the Crowell-Collier Publishing Company through the Kudner Agency for four one-minute announcements weekly to promote Collier's Weekly was placed on WMAQ Chicago. For Good Luck Margarine, the John F. Jelke Company has been running five station breaks weekly. Young and Rubicam, Inc. placed the latter account. Sales on WCOP Sale of two news shows and a sports show five days a week, and of a fifteen minute Sunday slot, are latest items of new business at WCOP and WCOP-FM, Boston. White Rock Corporation, through Kenyon and Eckhardt, has signed for the 7 to 7:05 A.M. and 8:15 to 8:20 A.M. news shots, Monday through Friday, Jack Chase reporting; and for the 1 1 :15 to 1 1 :20 P M. "Sports Summary" by Chuck Crosby, same days. In addition, White Rock is using a transcribed spot announcement campaign on WCOP for a special holiday promotion campaign. Dolcin Corporation has taken up sponsorship of the 12:45 to 1 P.M. Sunday period of "Bing Crosby, Songs," recorded show. Near 52 week contract was placed through the Victor van der Linde Agency, and is in addition to Dolcin's heavy spot schedule. Recent 52 week spot business placed with the Cowles' Hub outlet includes heavy schedules for Fatima, Chesterfield, Blackstone Cigars, TWA and Pepsodent. Great Effect with Sound Effect Spot KLIF Dallas has found a way to produce gratifying results by artfully interweaving spot announcements in the pattern of background sound effects. The technique was used by Sports Announcer Gordon McClendon and Al Turner, alternating at the microphone, during simulated on-the-spot broadcasts of baseball games. In addition to the play-by-play account developed from decoded Western Union reports from the playing field, continuous crowd-noise records were used to provide a natural background. By dubbing in a sound-effect spot against the background noise, KLIF injected more color. Intermittently, listeners were able to hear the familiar voice of the soft drink hawker calling, "Ice cold ... get your ice cold Dr. Pepper." Six-a-Week Spots Public Service Company of Indiana recently contracted for six spot announcements per week on WCSI-FM Columbus, Ind. Handling the account is Bozell & Jacobs, Indianapolis. JANUARY, 1949 19