U. S. Radio (Jan-Dec 1960)

network air promotion chat, featuring an appeal that listcnci-s stay tuned to the particular station for N'liC Radio convention coverage. Similar spots arc used to promote ilic three main ingredients of the network's progrannning — Xews-oiillie-Hour. K)n pilosis and Motiilor. At the lime promotion sjjol>> arc "cut," some are made for nelwoik use and some for station plav. For example, wlien Morgan lieallv is featured in a j)romoii()n spot for news programming, two are made for network use and one loi the afiiliates. It is interesting to note tlial llie Beatly news "promos' lot stations arc done in the loini ol an inlcr\ icw. An aUdiale's news director can use the sj)ot in such a way iliii it ap pears he is chatting with the national commentator. In most cases, these spots clearly make the point that (his is the phi(e on the dial for gooi! iiiiiiiiiiiiiiimiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiimiiiiiiiiiiiiiiiiiiiiiii national and local news coverage. A similar way in which NBC Radio promotes its news operations, according to Mr. Graham, is through its overseas correspondents. Its newsman in Rome, lor example, may )()( ularlv talk about the manv hometown recpiests he has received lor Olympic tickets. At the end ol the chat, it is pointed out that this rejjort is by one of the many overseas leporters ol the netwoik. NHC! Radio also uses |)romotion spots ol vaiving lengths (lO's. '?()'s and (JO's. in addition to the two-minute variety). During the first cjuaricr of 1 '.)()(), tlie network also used jingles. AnolJKr key part ol \liC^ R.idio's elloit to tie-in local promotions with the national network theme. " The Sound of the Sixties," was the alliliate contest held the earlier part of this year (jainiarv 1 iliiough Fehiu What They're Doing The four national network> have heen gearing oji-air and audience pioniotion to create >ti()ng local interest in national progrannning. Here's a rtuidown of wliat each is doing: • CBS Radio has created a series of jingh' for local station |)lay. Initial reaction from stations lias heen extremelv entliu^iastic to tlie point tliat tlie network plans to develop a new series each season. • NBC Radio has adopted the use of the interview teehnicjue in its on-air ])roniotion. Most of the interviews run as long as two minutes. In addition, the network has iield a contest for its affiliates to encourage promotions that relate local programming with national fare. • ABC Radio has heen using straight announcement copy for on-air spots, hut expects by the fall to add musical backgrounds and sound effects. In addition, the network in the fall will have a series of promotions built around the favorite recipes of its personalities. • Mutual Broadcasting System has been using 20's and 30's exclusively in its on-air announcements. The promotions feature the network news operation as well as its in-depth programming — Capital Assignment. World Today and Reporter's Roundup. m\\ 38 ary 12). A total of 12 prizes were a^va^decl to station promotions relating local news, sports and entertainment to the network progrannning carried on . affiliated stations. The stations were grouped into four categories of competition based on the size of the market. The fust prize was an KC\ Home Kntertaiumeiu Center consisting of a 2 1 -inch tv-am-fm set and stereo hi-fi phonograph. More Spice in Fall .\HC Radio up to now has been using mostly straight copy for its show promotion. Its on-air sjjots are of varied lengths (lO's, 20"s, 30's, lO's. .")()'s and 55's). The copy piomoles the network's news operation as well as siuh programs as the Breakfast Club and the F.ydir (•ormc Show. In the lall, .\liC; Radio exj>ects to add spice to its on-air promotion through the use of nnisical backgrounds and scjiuul elfects. The network also uses the device of talent spots. Personalities will present a spot via closed-circuit. The affiliates tape it and j)lay it at appro|)riale limes. In addition, the netwoik in the lall will i)resent a scries of on-air spots which will feature favorite dishes and recipes of ABC Radio personalities. Another series will promote radio's future on the air, covering such things as the mcditmi's portability and utility. .An integral part of y\BC Radio's audience building campaign are promotions for its affiliates. The recent PattersonJohansson fight was heavily supported by local contests and gimmicks, as well as on-air spots and merchandising jjosters. There were many things individual stations did: One outlet had an illuminated marquee with fight copy on it; another sent 1,000 letters to taverns; one affiliate sent formal invitations to local agency executives to listen to the fight; still another idea that some U. S. RADIO August 1960