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"x PROOF 0' THE PUDDING
WMGM Offer Pulls 22,000 Letters
More than 22,000 letters, from 20 states, the District of Columbia, five Canadian provinces and Newfoundland, were received in response to an offer made on seven broadcasts during September and October, 1948, over WMGM, according to a report to the sponsor and advertising agency by the WMGM promotion department under the direction of Robert G. Patt.
In connection with its sponsorship of the 1948 New York Giants football broadcasts over WMGM, F & M Schaefer Brewing Company offered listeners a free copy of the Giants' "Press and Radio Guide," a 38-page book of Giant football facts and figures.
Prior to October 2, in response to the first three night games on September 7, 14 and 23, 13,150 requests were received. The four daytime broadcasts on October 3, 10, 17 and 24 upped the total to more than 22,000, an average of more than 3,000 per broadcast.
A geographical break-down of the response to the first three broadcasts, as representative of WMGM 's night-time 50,000-watt signal, indicated that 51 per cent of the mail came from New York City, an additional two per cent from elsewhere in New York State, 16.7 per cent from New Jersey, 7.2 per cent from Connecticut, 3.5 per cent from Pennsylvania, and 2.3 per cent from Massachusetts. Letters came from as far west as Wisconsin and as far south as Virginia.
100th Airing of Show
The hundredth broadcast of the weekly discussion series of programs titled "Wake Up, St. Louis," presented by KXOK, St. Louis was aired Monday, November 8, 1948.
Programs which are broadcast from 9:15 to 10 P. M. are presented in cooperation with the St. Louis Junior Chamber of Commerce and the St. Louis Bar Association. The first program in the series was broadcast?on November 5, 1946, and since that time has been cancelled but six times, and then only for special programs.
Bruce Barrington, KXOK News Editor, has been the moderator on the series since its inception.
The Junior Chamber of Commerce, the Bar Association and KXOK have selected subjects for discussion that are of current public interest to St. Louisans, with an emphasis on local and state situations.
"Wake Up, St. Louis" has been honored many times for its outstanding service to the community. The American Bar Association named "Wake Up, St. Louis" as the outstanding local public interest program and the Missouri Junior Chamber of Commerce cited the program as the outstanding quarterly project of the local organization. The most recent award came from Variety Magazine, when KXOK was awarded first place in the 5,000 to 20,000 watt station class in the category, Responsibility to the Community.
Sponsors Renew KDKA Show
Sponsors of two KDKA news programs have renewed their contracts for another 52 weeks.
C. F. Mueller Company, through Duane Jones Company, Inc. have renewed Jack Swift and the News for Tuesday, Thursdays and Saturdays at 12:05 P. M. Johnny Boyer is the commercial announcer.
Paul Long has been notified that his contract has been renewed by the Studebaker Corporation, through Roche, Williams & Cleary, Inc. for Mondays, Wednesdays and Fridays at 6:05 P. M.
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RADIO SHOWMANSHIP