U. S. Radio (Jan-Dec 1960)

BPA memo Miami Stations Help Downtown Business Boom Four Miami radio slaiions recently came to the aid ol the city's Downtown Business Council, cooperating in a 12-hour Sale-a-Thon that teatured a shopping mall experiment, opening the streets to pedestrians only. Management men hom W^AME, VVQAM, and WGBS* formed a committee to work out details tor the promotion, headed by Murry Woroner, station manager of W'AME. The advertising budget for the one-day Sale-a-Thon was allocated 100 percent to radio. All three stations carried heavy spot schedules, with a fourth, the Spanish language station W.MIE, airing a lighter schedule. The spots started six days before the Sale-a-Thon, reaching a saturation peak the day before and extending through 6 p.m. the day of the sale. The city agreed to convert four blocks of Miami's main street into a pedestrian mall from 9 a.m. to 9 p.m. Officials closely watched reaction to the mall plan, (oiisickriii^ it a test for a permanent mall. Over 200,000 people jammed the downtown area for the sale, says Mr. Woroner, who was later awarded a citation by the council lor his services. Sidewalk auction sales were run by top disc jockeys, featuring merchandise on sale inside the stores. Relreshmeni stands were set up, selling drinks at half price. One booth reported that it sold 4,900 soft drinks. Two orchestras filled the main thoroughfare with music in the evening, followed by shoppers' participation in four dances run simultaneously in each block. The dances featured foin kinds of music — rock 'n' roll. po])ular, Latin and square dance. Each of the 54 merchants partici])ating was enthusiastic about results, it was reported. Sales increases langing from 20 to 50 percent were noted. One businessman went so far as to compare the day's business with sales of the Christmas season. The council, moved to action because of a two percent drop in departinent store s^les for the year, said that "the Sale-a-Thon far exceeded all previous promotions." BPA Named Consultant For Junior Achievement Junior Achievement, national yoiuh organization, has appointed DEPARTMENT STORE jam resulted from Miami "Sale-a-Thon." For 12 hours thousands of people crowded stores and blocked-off streets to shop downtown. WAME, WQAM, WGBS and WMIE Miami contributed time, talent and topflight promotion to the event. Retailers reported sales up as high as 50 percent. the Broadcasters' Promotion Association its official consultant on radio and television promotion. Public service announcements for JA have been circulated by the BPA education and professional standards committee to all local Junior Achievement franchises. The spots Avere prepared by committeemen James Mullen of WCBS* New York and Ray Johnson of NBC. Deejay Broadcasts Atop Flagpole to Raise Funds Ronnie Cash, WJET Erie, Pa., didn't feel a bit isolated during his recent stint atop a 50-foot flagpole in the West Erie Plaza parking lot .Many listeners to his record show turned out to watch the spectacle of the one-man campaign to raise funds for construction of a swimming pool for Camp Lend-a-Hand, where disabled youngsters get special therapy. The disc jockey stayed up in the air with his turntable until listeners sent in enough contributions for the pool. River-Barge Concerts Draw Crowds for Fourth Year 1 he barge-tour of the 57-member American Wind Sympliony, co-sponsored by KDKA* Pittsburgh, took music to 16 river communities this year and played to about 170,000 people. Along with the musicians went KDKA personalities including Rege Cordic, who narrated, and Josie Carey, who presented a special musical puppet show at one of the concerts. KDKA has co-sponsored the concerts since the American Wind Symphony was founded in 1957. In addition to on-the-air promotion, the station handles all. publicity and promotion for the orchestra's tour, according to Les Rawlins, general manager. • • • *Denotes stations who are members of BPA (Broadcasters' Promotion Association) 52 U. S. RADIO October 1960