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EXTENSIVE MERCHANDISING plans between station and client are worked out by executives of WCHB Detroit with the top local representatives of Ward Baking Co.
OFTEN A STATION teams up with an advertiser to make an all-out effort at the grocery store level. Here, Bill Powell of WAMO Pittsburgh and tennis champion Althea Gibson go on a store tour for Ward Baking's Tip Top bread.
tion about Negro programming. Why does the Negro listen to specialappeal radio when, as is reported in that market, he can escape segregation in schools, employment and living conditions, can patronize any restaurant, theater or night club and can participate in any sport?
The answer: Comnuuiity interest and comnuinity service.
"Educdtional Roundtable gives the Negro an opjjortunity to hear the views of his own people on pertinent subjects; This is Progress gives him in dramatized narrative the feats of members of his race in playing prominent roles in the history and progress of this nation; Mati (or Woman) of the Day points with pride to outstanding current achievements of Negroes in the Los Angeles area and brings each one to the microphone. No other soiuce
brings to the Negro daily news of his community and activities."
A new entry in the field of Negro radio programming is Nationwide Network Inc., New York, which produces and distributes transcribed radio programs exclusively for Negro radio. Ffjunder of Nationwide NetAvork is E. M. Glucksman.
One of Nationwide's presently popular shows is At Home With Alma John, a 15-minute weekly women's show which is now broadcast in 16 markets. The program is sponsored by Personal Products.
There are several new shows that are soon to be released. They include All American A'ews, a daily national and international news summary, and A'egro Sports History.
In the area of merchandising, a great majority of Negro stations excel. ^VHAT' Philadelphia, for ex
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MORE THAN 150,000 popsicle sticks sent In to WEBB Baltimore in less than two weeks are counted. Sticks went to Baltimore hospitals for help in rehabilitation of tubercular patients.
AN ALL-DAY "open house" was sponsored by WRMA Montgomery, Ala., to commemorate ihe opening of a new YMCA building. The station did remotes of all the day's activities.
ONE EXAMPLE of the merchandising program of KGFJ Hollywood is this sample giveaway promotion by station personality, Johnny Magnus, on behalf of Arta skin tone cream client.
i in 300 super markets ^ 1 ^ supports your . . .
RADIO COVERAGE
of the
NEGRO MARKET
in
HOUSTON, TEXAS
KCO
^ Get the story from your li John Pearson man.
U. S. RADIO
November 1960
{Supplement p. 13) 29