U. S. Radio (Jan-Dec 1960)

LOCAL AD STORIES loudness tor the Ini progrannning he had been listening to and what he considered to be good taste in ad (Cont'd from p. 43) liad its agency place advertising on KITT (F.M) with no prior contact by station personnel. Its reasons? This is what Wayne Mendell, firm vice president, states: "Our customer members are generally older and wiser than the average, comprising a segment of the community which clings to accepted standard*, of taste and conduct .... station KIIT gives us all that. The resuhs have confirmed our reasoning and siupassed our expectations." In one instance, a retired admiral who had just moved to the area transterred his funds to the San Diego Federal Savings 8; Loan because of his stated WPBC-FM Starts July 13 ^ nation's N^ * highly-rated prestige' BETTER MUSIC STATION ^.^ PBC dull Hadio *. MINNEAPOLIS -ST. PAUL Wjlllam V. Stewart President Nationally Represented by Broadcast Time Sales 44 {Supplement p. 22) J Department Store — Nieman-Marcus Department Store in Houston tried fm for l.S weeks on KFMK (FM) . Daytime announcements of five per day by the store's fashion advisor. Miss Ann Randall, asked listeners to stop by the store and ask lier for counsel on women's fashions. The results — this was the only advertising in which the hishion service was promoted — prompted Nieman-Marcus to renew for 26 weeks and it has just renewed for another 26 weeks. Records — The San .\ntonio Music do. ])ui chased its first one-hour program on KITY (FM) — formerly KONO-FM — to promote Angel Records. Since that time, the sciiedidc> has been increased on a regular l)asis. Currently, the store is using eigiit hours each week plus 10 spots. Having started with the record department, the store's programs and spcjts also cover the Steinway piano clepaitment, the Hammond organ department and shortly is being expanded to include the radio-tv section. Restaurant — Hickerson's, a local restaurant, bought a full schedule of spots (six per day, seven days a week) on WFMB (FM) Nashville, Tenn., to promote the opening of the establishment. On opening day, the owner queried customers on how I hey knew of the event. According to the station, 62 percent answered that they heard it over WFMB. Magazine — WBMI (FM) Meriden, Conn., promoted a two-week offer for a free copy of a hi-fi magazine. Dining that time, the response totaled about 800 pieces of mail from a radius of 90 miles from the station. Records — Record sales at the Book Shelf Inc. have been traced, in part, to a one-hour program of fine music on WMCF (FM) Memphis. The show is broadcast on Sunday from 6 to 7 p.m. The store told the station: "Because of the nature of the program . . . we have not expected too U. S. RADIO July 1960