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hometown USA
^''' Local Promotion
• Radio Registers
>^'
LOS ANGELES City Councilwoman Rosalind Wyman presents commendation to KLAC president M. W. Hall, whose station has raised more than $250,000 for charity during the past six years.
Local Promotion:
Civics or Gi
Plenty of Ingenuity, Ideas And Follow-through, U.S. RADIO Survey Shows
KXOK's MONKEY and organ grinder pass out souvenir records to passer-by on St. Louis street.
Station promotion managers — whether they prefer civics or gimmicks — are mirroring the vitality and ingenuity ot local radiotoday. And in local radio today, both methods are getting results.
Radio stations, ^vhich have long enjoyed a prime position in community affairs, are combining their promotions more and more with civic
projects and community relations programs, according to a u. s. radio survey. "A large staff antl a kingsized budget are not necessarily required to huuuh and maintain a vear-around station promotion campaign," IDave Partridge, Broadcasters' Promotion Association president and Westinghouse Broadcasting Co. sales promotion manager points out.
"Ingenuity, ideas and follow-through are more important."
Special broadcasts of home-town events, regularly scheduled civic forums, and major public service campaigns are typical promotion methods. WJR spoke out recently in full-page Detroit newspaper ads: "It is annoying to many talented and conscientious people in radioi
U.S. RADIO • October 1957
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