Broadcasting (Oct - Dec 1949)

RED FEATHER SUCCESS Es^iamlMh STATIONS throughout the country played a prominent part in the 1950 Community Chest campaigns which came to a successful conclusion on Nov. 15. The campaign got a big boost from the radio industry through use of thousands of spot announcements, tie-ins with regular programs, special programs, station produced stage shows and stunts worked up by staffers in cooperation with listeners. Typical of station contributions were the following events reported to Broadcasting: In Philadelphia, WFIL-TV, WCAU-TV and WPTZ (TV) Oct. 16 presented a program giving some 40,000 Red Feather workers preliminary instructions before they set forth to collect $8,507,475 for the 1950 Community Chest. Workers were assembled at prearranged places in the city and suburbs for the viewing. The program, which also gave a novel demonstration of the mass-scale educational possibilities of TV, went out to audiences in more than 235,000 TV homes in the area. Giving answers to the questions most often asked by contributors, the dramatic presentation served as a primer for the solicitors. 'Tello-Test' Jackpot Another Philadelphia contribution was that of WPEN which turned over the jackpot of the Tello-Test program to the campaign. The station received a large stack of letters and cards nominating the Red Feather Campaign as the worthy cause to which the jackpot should be donated. Roy Neal, producer and m.c. of the Open House telecast over WPTZ for the Corn Exchange Bank, alternated with Stuart Wayne, KYW disc jockey, at the series of luncheon meeting stage shows demonstrating the actual services of the Community Chest for the benefit of volunteer workers who made their reports at these luncheons. Based on the We, the People format, the shows featured interviews with individuals of every age, aided I 1 by Red Feather agencies, who portrayed the services in action on the stages of the Bellevue Stratford and Benjamin Franklin Hotels. Facilities for demonstrating the services, through visual and dramatic aids, included an X-ray viewing box, paraphernalia for bathing an infant, weaving looms, upholstery and other equipment. WVUN(FM) Efforts Through the efforts of WVUN (FM) Chattanooga, Tenn., listeners in that area were apprised of the need for contributions to the Community Chest and its worthwhile cause. WVUN and the Council of Community Forces got some 200 citizens to record a series of 150 spot announcements. All six local stations — WAGC WAPO WDEF WDOD WDXB and WVUN — used the transcribed spots. Recorders were taken into factories for statements by workers, some of whom had been helped by the Community Chest's agencies. Another highlight was dramatization of actual case histories by WVUN's Cooperative Theatre of the Air. These dramas also were aired by WAGC. In Boston, local stations gave the campaign impetus with a series of special programs. WBZ-TV presented a half-hour live show for the fund's 30,000 solicitors preceding the all-network show which opened drives all over the country. A pool broadcast of all Boston stations was aired Oct. 16 from 12:30 to 1:15 p.m. In addition to talent and music, a documentary was featured. WCOP Boston scheduled plugs in every station break throughout the entire Kate Smith Calls show which was presented Oct. 10 in cooperation with the Community Fund of America. On Nov. 10, WCOP aired the Red Feather Report show which was emceed by Edward B. Hannify, chairman of Boston's Red Feather drive. Program included speeches by representatives of the 12 money-rais ing divisions of Greater Boston. Reports, as they came in, were chalked up on a large tally board in the WCOP studio. In Johnstown, Pa., WARD Announcer Dave Shallenberger conducted a Red Feather talkathon. He spoke 83 hours and 18 minutes on the air while receiving pledges. The non-stop oration began Oct. 12 at 4 p.m. and continued until he could no longer hold his eyes open and signed off "in favor of a bed, with or without a red feather mattress." Buffalo, New York's lagging drive received a needed shot in the arm when WEBR held a radio auction from 11:30 p.m. Saturday, Oct. 21, to 8 a.m. Sunday, Oct. 22. Some 20,000 telephone calls were placed to the station during that time and about $3,500 was collected for the fund. Over 90 prizes, worth $3,000 and donated by local merchants, were put on the block by WEBR's disc jockeys, George Walker, Bob Wells and Ed Tucholka. Talent was contributed by local and national entertainers including Hildegarde and Elliot Lawrence. Charade Contest In Seattle, Tom Herbert, an executive of the Seattle Chamber of Commerce and m.c. of Stage It, charade contest show telecast weekly over KING-TV Seattle, proved a generous giver in a novel way. When the Seattle area campaign goal of $1,738,375 was set, Mr. Herbert pledged a full year's income from his video show. Accordingly, his weekly check for an entire year — less only his AFRA dues and whatever Internal Revenue may insist on — will go to the chest. Mr. Herbert received a Community Chest "Oscar," highest achievement award of the Chest, for his contribution. Helping promote their community's campaign, three WBYS Canton, 111., staffers offered their services in various ways. Program CHRISTMAS FUND WOR Aids N. Y. Hospitals WOR New York's annual Christmas Fund this year will serve 19 New York City hospitals, three New Jersey municipal hospitals and Grasslands, a hospital in Westchester. In addition, the station will provide 4,150 maternity ward mothers in 51 voluntary hospitals in New York with layettes. The fund, procured from contributions from the listening audience which last year donated $27,190.64 to the cause, will buy toys, clothing and other essentials for ward children and infants. Fund committee is directed by Edythe Meserand, assistant director of WOR's news and special features division, and is composed entirely of station staff volunteers. Director Ken Schleifer offered to shine shoes in the business district while Disc Jockeys Jack Wolfe and Jerry Westerfield served as baby sitters and house cleaners. All three donated the proceeds to the Community Chest. The stunts were given extensive plugging on WBYS shows including Coffee Time, Ken Schleifer's Varieties and Jerry Westerfield's Rhythm Room. As an added contribution. Manager Bob Odson arranged that Commercial Manager Lee Kramer and Jack Wolfe be "ari-ested," spend an hour in jail, be brought before the judge and fined $100 each. The money was turned over to the fund after having been collected by appealing to WBYS listeners. In New Hampshire, WNLH gave the Community Chest campaign a big send-off with a WLNH theatre stage show as a highlight. Written and produced by Al Maffie, program director, who also served as m.c, the hour-long stage show featured top local talent before a capacity house and was broadcast simultaneously over WNLH. A speaking program was also tied in with the production. Heard from were Mayor Thomas J. McIntyre, William A. Mahoney, chest drive vice chairman, and Don Woodworth, high school senior, who represented the youth of the city. "The progi-am was tape recorded and played again for junior and high school students and service organizations in the community. November 28, 1949 • Page 65 for a better-than-ever BUY IN OHIO'S THIRD MARKET NOW UNDER CONSTRUCTION 5,000 w AM 50,000 w FM 1390 KC 105.1 MC WFMJ BASIC ABC FOR YOUNSSTOWN ASK HEADLEY REED BROADCASTING • Telecasting