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stations used was a "knock-out contest," whereby the listener that axiessed the winner and the round received a special prize.
One daytime station installed a public address system so that people could listen to the fight either in the studio or outside on the street. It was estimated that about 1,500 peo
; pie turned out.
Another on-air promotion staged by the network is the summertime, iravcl-time campaign called "Discover America." ABC Radio is putlin? on the air a minimum of 20 announcements a week describing places and things of interest to see in the United States. Listeners are
. asked to write the network for colorful materials on any state they would like to visit. Affiliates are also expected to cooperate.
20's and 30's
The Mutual Broadcasting System has been making use of straight copy announcements to promote its news operation and its in-depth shows. Capital Assignment, World Today, and Reporters Roundup.
The spots used are 20's and 30's. In promoting its news operation, the spots exploit wherever possible the situations in which MBS scored a news beat on other media.
The creation of the on-air spots are keyed to the MBS theme that it is a "service to independent stations." Mutual is generally mentioned only once. And there is always a tag line that suggests that "by keeping your set tuned to this dial, you are receiving the best in news
I, and information." The news operation is further projmoted by suggesting such things as '"an informed public is a free public."
In their new role as a national lommunications medium for their affiliates, the networks have adopted a promotion approach that is common to many mass marketers of consumer products^"all business is local." • • •
TIEING IN LOCAL promotions with the NBC Radio thenr iound of the Sixties,'" KELO Sioux Falls, S. D., won first prize in Class Three station competition. The network contest was held the earlier part of I960 and was designed to relate local programs to national. The stations were grouped into four categories according to market siie.
THE PATTERSON-JOHANSSEN fight gave affiliates of ABC Radio an unusual opportunity to exploit national programming locally. One of the station promotions was this WISN Milwaukee marquee. Local contests, gimmicks and on-the-air spots were used.
V. S. RADIO
Auoust 1960
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