U. S. Radio (Jan-Dec 1959)

HOMETOWN U.S.A. Station log Radio Public Service Activity Boosts Causes, Gains Recognition National, regional and local public service activity by the radio medium has long been a bidwark of station and network prot^rannning schedules. Recently, The Advertising Council's 1958-1959 annual report commended radio lor creating "better circulation for public service campaigns than ever before" and arousing citizen interest and action on many of the nation's most serious problems. The council noted that "every day of the week — radio stations, networks and advertisers have given regular support to public service projects. . . ." For the first six months of 1958, The Advertising Council observed that regular weekly radio support was contriliuted to 13 major campaigns and 29 other projects. On the local scene, public service projects have come in for much attention at this time of the year, according to reports from stations. The United Fund, for example, is one of the many drives that gets active hometown support. In Philadelphia, the United Fund was promoted by a "blitz day," when all local disc jockeys and other station personalities concentrated their talk Everyone has a say in the running of WAQE Towson, Md. Policy and programming are decided at regularly scheduled sessions. Here staffers relax for refreshments after meeting with Gen. Mgr. Bob Howard (standing, right). on the various aspects of the United Fund services. Most public service spots were also devoted to the same ( ause. Employees of the city's 1 1 radio stations, in addition to on-llie air promotion, lent their talents in personal ajjpearances. In Sheffield, Ala., WNVA and one of its advertisers have joined in a continuous tampaign to promote the hiring of the physically handicapped. When the Muscle Shoals Tv Cable Corp. decided to attach a plea for a worthy cause on the end of its commercials, the client and station chose "Hire the Physically Handicapped"— a state-endorsed organization. An offer of polio inoculations for one dollar was injected into the morning shows on WWJ Detroit by Dick French and jini DeLand when city health officials became concerned by a rising number of cases. The inoculations were given at the Eastland shopping center where WWf has a remote broadcasting unit. With no other publicity except signs at the shopping center entrance, the station says, more than 17,000 persons took advantage of the shots on the first day and 10,819 the second day — in a rainstorm. The dollar covered the cost to the city of the vaccine. The problem of getting word to school children and their parents about school openings and closings due to snowstorms has always been best solved by radio. One station, WCKY Cincinnati, distributes posters reminding students and teachers that 300 public, private and parochial schools in 15 counties of Ohio, Kentucky and Indiana regularly phone in information on bad-weather days to its School Emergency Radio Service. When Miami transit drivers went out in a surprise strike recently, area stations were on the air immediately informing the public and offering suggestions as to alternate transpor Ed Lockwood, chief engineer of WGBS Miami, Is "fitted" by General Manager Bernard E. Neary to demonstrate station's sale of its sunrise and sunset pattern change. The engineering "by-product" was bought by McCall's. tation. WQAM reports it urged a "Friendship Day" in Miami and assisted in organizing "share a ride" groups. WQAM reports that on-thestreet interviews with riders indicated that most of them would not have known of the strike in time to arrange rides to work had it not Ijeen for the almost immediate efforts of radio stations. WHLI Hempstead, X. Y., was credited by the Nassau-Suffolk county Opthalmological Society for "contributing immeasurably to the success of Glaucoma Detection Day" in Long Island. The station, asked to encourage listeners over the age of 40 to see an eye doctor on a day set aside for free examinations, devoted a heavy spot schedule and several interview shows to the campaign foi two weeks. WHLI reports that more than 11,000 persons appeared at 14 area hospitals for the examination and check-ups. • • « r. S. RADIO • January 19.'5!