U. S. Radio (Jan-Dec 1961)

ijuciil shoil segments; however, litis is not .1 general pra< ti< e. "Most ol us are streamlining our farm programming somewhal l>\ keeping the features shorter, .11 tempting to gel frequent change ol voices." He also states thai many farm directors in more metropolitan areas are doing special sen ice features (consumer tips, gardening) Eoi urbanites. "Capsule type reporis inside ol longer piograms are becoming quite popular." dec lares Loyd Evans, farm director, K.GBX Springfield, Mo. "Our Farmarama programming each morning is built around the NBC Monitoi format with a farm slant all the way." He says the station has received "much good comment''' from listeners on the market and weather briefings given every 20 minutes. "We are s< heduling more five-minute farm shows than ever before," asserts How aid Langfitt, hum director, WJDX Jackson, Miss. "We're providing our listeners with more thorough and complete market reports and information as well as more material of interest to consumers." In support of the movement to shorter segments of farm programming, are such comments as these: "Farm programming includes shorter interviews and a greater number of them." says Mike Nelson, farm director, WJAG Norfolk, Neb. "We have made a marked change in farm programming. The farm shows are worked into the news and morning record shows as one to three-minute spots," states Wayne Rothgeb. farm director, WKJG Fort Wayne, Ind. "Shortening of features to allow more variety is a major trend," declares Homer Quann, farm director, WSVA Harrisonburg, Va. One of the big pluses of farm radio advertising is the merchandising and other services that a station provides a client. And reports from stations indicate that these services are taking on additional importance in the station-client relationship. "More emphasis is being put on service to the farm radio client," states Phil Evans, farm director, KMBC-KFRM Kansas City, Mo. He cites such services as addressing and attending client sales meetings and working with area dealers as well as U. S. RADIO • January 1961 providing mailings and point-ol pun base displays. "Farm directors are putting mon emphasis in helping CO-Ops and farm organizations market and merchan disc theii produi ts," de< lares Clifl Mien, farm director, WNOX Knox v ille, I enn. Bob Nance, farm director, WW I Cedar Rapids, [owa, believes thai a major change today is "more personal service to ( lients." In line with this, the station's merchandising and promotion activities are extensive. Last ()( tobei, WMT broadcast di rectly for a week bom the site ol the National Daiiv Cattle Congress in Waterloo. About 35,000 people registered at the station's "Farm Service" booth in the main exhibition hall to registe] fo] prizes and to meet station personalities. One General Electric transistor radio and a 17inch GE portable t\ set were awarded daily. Remote broadcasts included lour Farm Cavalcade Cattle Congress reports sponsored by Northrup 8c King Co., seed and feed company. An example ol a well-rounded merchandising campaign is provided by WSJS Winston-Salem on behall of one of its clients, Internationa] Harvester, sponsor of the Piedmont Farm Program. Among the features of the merchandising support are: Personal visits by Harvey Dinkins, farm service director, to IH dealers; personal letters to dealers explaining this support; on-air work during the Dixie Classic Fair, conducted with personnel from the Forsyth-Stokes Tractor Co., an IH dealer; promotional placards for dealer showrooms; air promotion on behalf of the program; personal appearances at dealer meetings, and goodwill field trips. Plans for the next Dixie Classic Fair will include on-air interviews from the IH display. Questionnaires returned by stations also indicate that certain structural changes are being made in the station-client relationship as far as the handling of commercials is concerned. "More leeway is being given farm directors by their advertisers in the presentation of commercials," states Jack Dillard, farm director, KWKH Shreveport, La. "Some stations seem to be weaning the farm director away from com As a part of the farm proqramminq at WWL New Orleans. Georqe Shannon, farm director, often interviews members of the Louisiana chapters of Future Farmers of America group. Harvey Dinlcins (I.), WSJS Winston-Salem farm director, talks over his Piedmont Farm Show with sponsor D. C. Rankin, IH dealer. Each year WOAI San Antonio reports on the Southwest Texas Soil Conservation Tour. Shown discussinq conservation improvements are Bill McReynolds (r.), farm and ranch editor, and John White, Texas Commissioner of Agriculture. mercials, thereby making it possible for competitive accounts to be on his program," comments Wilbur Levering, farm director, WIBW Topeka. And in the selling of farm radio lime, Bill McReynolds, farm director, WOAI San Antonio, states, "We have been giving increased attention to the participating spot campaign within the farm show as well as selling in five-minute segments." • • • 23