Broadcasting (Jan - Mar 1950)

SPARK PLUG... DULUTH, MINN.— "Me ... not the horse," says Otto Mattick moseying along on his hay-burning tracti-steed. "I'm the one who's jockeyed KDAL into first place in the rich DuluthSuperior Market and that's where we'll stay!" KDAL will, too. Because KDAL never lets up when it comes to personalities, programming and listener promotion. That's why KDAL has topped the Hoopers here for a long time. . And that's why KDAL can do the top selling job for you in this market. But you've got to give us the opportunity. Put us on the list for your next campaign. 7eatute tke WmIc The KDAL, Story is a succession of success stories for its advertisers. Avery-Knodel will be glad to give you full details. Ask them now. SOUTHWEST VIRGINIA'S Pioneer RADIO STATION Them that Aoj.,,, GITS.' There's an extra punch in your advertising dollar on WDBJ! To demonstrate, look at these Promotion figures for the Fall Campaign (Aug. 21-Nov. 21): Newspaper Ad Lineage 19,617 Newspaper Publicity Lineage . 2,160 Spot Announcements 525 "Biggest Show" Spots (Daily Feature, 8:45-9:00 AM) 624 Downtown Display Windows . 11 p/us trai/ers, deafer cards and letters! BATTLE against the nation's worst enemy — the germ — is waged with weighted punches each Thursday at 4:30 p.m. in the Fight for Life series over KUSD Vermillion, S. D. Irving R. Merrill, KUSD general manager and treasurer of the Fight for Life Advertising Committee, adds, "so far as we know it represents the first time in the history of American radio that the (health) groups have united to present a single series of radio programs of public health education over a single station." The program, considered by Mr. Merrill as the best promoted one the station ever has carried, delivers its message — that of combating disease — to the public with dramatic impact. Format resembles a blow by blow radio account of a boxing bout. In one corner is the germ-infested disease (e. g. "Churchyard Cough," the tuberculosis attacker) and in the other, "Johnny Public." Invited guests describe various aspects of the X at u 3 i U a U3 U s K COHFLIMENTABT u M lOHNNY FUBUC t CB3BCBTABO COUGH Special Badie Bioadcail over KUSD, 929 1C„ VMaODea. Sooth Dokvta Churc a i IDSC lADIO Thar. Dec. 1 4:30 P. M. BADIO BINGSIDE > Spon..: S. D. Tub«TCuloeit Aa&ociatioa One of the 'fight' tickets * * * problem to announcers who set up boxing ring atmosphere with appropriate sound effects. Gov. George T. Mickelson, endorsee of the series, appeared on the first program. Total budget for the series, which started Oct. 20, 1949, and will last through June 1 this year, is $1,433.60, Mr. Merrill explains, all of which is made up by contributions from the 13 participating health groups. Radio time, including program and spot announcements, is donated by KUSD. Key sponsors in addition to the station are the South Dakota State Dept. of Health and the U. of South Dakota school of medicine. Other participants include medical associations, tuberculosis, mental (Continued on page 66) On -flu -flccounti A FEW blocks away from the White House in Washington, James Gordon Manchester, 31 -year-old hustling account executive, is showing advertisers that radio not only can help sell com to rural dwellers, but also sell packaged frozen fried shrimp to inlanders. His position as radio and television director at Lewis Edwin Ryan Advertising Agency, he admits, means he sleeps, eats and thinks radio. While philosophy now usually takes a back seat to more practical subjects directly related to the advertising business, Mr. Manchester began his studies in the books of Plato, Socrates, Descartes and the other scholars. A descendant of a long-line of college professors, Gordon (he seldom uses James) decided to test his mettle elsewhere. He gave up philosophic studies at various schools — the U. of the South, S e w a n e e, Tenn. ; American U., of Washington, D. C, and U. of Vermont, Burlington, Vt. — to find "peace of mind" in radio production in New York City. Gordon pegs his original interest in radio's environs to an inborn fixation for the dramatic. Radio, he believes, has these qualities wrapped up in a powerful pocket and it was his decision in 1940 to GORDON unwrap the trappings. Gordon feels that all his life he has been one step out of the classroom. His father, Dr. Allen W. Manchester, now retired, was president of Storrs Agricultural College (now the U. of Connecticut) prior to becoming a member of Franklin D. Roosevelt's inner government circle of intellectuals. Dr. Manchester served in three successive executive posts in New Deal agricultural agencies. Quick to note this, Gordon says he knows to whom to refer problems on foods. The list of educators does not stop with his dad. Gordon's mother was a Columbia U. professor. His two brothers are college professors, John Wilbur at U. of Maine and Alden Coe at Harvard U. (Gordon speaks of them as "John Alden"). His own name, he says, was put together by his mother "who had a crush on Harry Lauder and believed James Gordon sounded Scotch." When he talks of his family, Gordon threads through decades of American history. His f orebearer — a Brewster — fled religious persecution and reached New England soil in 1621. In the same century, other ancestors — (Continued on page 62) WDBJ CBS . 5000 WATTS • 960 KC Owned and Operated by the fij^ \ rmES V/ORLD COBPORATION j M/ -A « O A N O K E . V A . fjf -^P^ FREE & PETERS. INC.. National Representalives ^0 Page 16 • January 2, 1950 BROADCASTING • Telecasting