U. S. Radio (Jan-Dec 1960)

Campaign songs from American history are heard on WBC public service programs, available to other stations. At Sagamore Hill party, judges of greatest campaign song (I. to r.), candidate for Congress John Harold of New York, Met singer Robert Merrill, Congressman Alfred Santangelo, N. Y., musicologist Sigmund Spaeth, with Edith (Lynn Charnay) and Teddy (Joe Fitter) Roosevelt. As bureau chief, Mr. MacLeish correlates information, turns it into news analysis and feature material, which he usually voices personally on the broadcasts. Coverage is supplied by a staff of 26 commentators in 18 countries. A recent WBC development, vertical news, the concept of treating a complex major story in depth, is also pursued in Mr. MacLeish's radio styling. Reports are sent either by direct line or wire in from five to eight installments throughout a given day. Each about two minutes long, the reports are generally aired by the stations once an hour, during musical programs rather than news periods. The particular overseas story is told from various standpoints, with additional facts incorporated as they are uncovered. The whole subject is tied together in a \vrap-up phone call, tape or wire, which is then used on "Program PM," the magazine format scheduled nightly on all WBC stations. There is no commitment to a specific number of "vertical news" projects per week, it is explained; Mr. MacLish is guided, as are the stations, by the news itself. Direct Line Feeds Whenever possible, WBC attempts to provide its stations with direct line feeds of major events. During 1960, VV^estinghouse provided direct coverage of such events as the two political conventions, the Summit Meeting press conferences from Paris and the Olympic Games. One very important measure of how any commercial enterprise is reaching its goals is its sales story. Part of this story can be told in terms of the firm^s general attitude towards radio and advertising as expressed by A. W. (Bink) Dannenbaum Jr., WBC's sales vice president. "We believe in our standard of living and the vital part good advertising plays in it. We believe that electionic media is the most useful and most effective form of advertising, and that radio advertising is the most economical way to reach the most people most often with a sales message. And, we have great pride in being in (jiu industry and our company." Mr. Dannenbaum provides some figures to support his enthusiasm and optimism about radio advertising in general, and WBC's sales story in particular. "At no year save one, 1954, and then only 5.4 percent," he says, "did our industry lose ground since 1938. Certainly individual stations, including ours, reeled under blows, but the fact remains that more dollars were spent in radio cverv vear save one since .1938. . ..' ' V "And what did Westinghouse Broadcasting do in the period 1955 through 1959? We increased our radio billings by 76.6 percent. And today our sales are at an all-time high, surpassing any period in the history of our radio stations." "We had definite goals in mind when we started out in 1956," Mr. McGannon states. "And we feel that we have proved that we have developed an accepted product. Of course, we are always in the process of refining this product, but we feel confident that WBC is a going concern. • • • Listeners who BUY tune to WGY WGY ''Personality Programming'' Matches Message To Audience Resulting In Greater Sales For You Class or mass — your message gets to the audience you want because of WGY's personality programming. Joe Roulier, for instance, with his blend of show tunes, standards, informal patter and news briefs, serves a most listenable menu to his daytime audiences. Then with Leon Kelly, you have the dinner-time companion to thousands. His tightly woven web of semi-classical and standard tunes, off-beat stories and poems has captured and keeps the mature, able-to-buy listener tuned to WGY. In between, WGY staff specialists in news, sports, weather, home and farm fare make vour message known and acted upon by mass or special audiences in this area. Contact Henry I. Christal Co. or WGY, Schenectady, N.Y.982-16A Serving Northeastern New York and Western New England 50,000 Watts • NBC Affiliate • 810 Kilocycles A GENERAL ELECTRIC STATION r. S. RADIO October 1960 47