Broadcasting (Jan - Mar 1950)

BI-COLORED counter display cards distributed by WVNJ Newark, N. J., call attention to its weekend reports on ski and road conditions along East Coast. Cards placed in sports and department stores throughout greater New York area, contain removable strip, supplied weekly by station, for displaying name of ski expert to be interviewed each week on station's Skiing on the Air program. 'Cisco' Promotion PAPER MASKS numbering 10,000 were distributed by WKNA Charleston, W. Va., in 24 hours on behalf of Holsum Bakery Co.'s, Cisco Kid, Frederic W. Ziv package. During commercial announcement on one show, children were told that masks would be given away through retail grocers. By following afternoon, all masks were gone and WKNA had to ask children to refrain from asking for them at grocers. Telescope for Tower SIDEWALK superintendents in Louisville have been provided with refracting 2%-inch lens telescope with which to watch progress in construction of new WHAS-TV television tower. Located on central downtown corner, four blocks from tower's site, telescope is free to public. Attendant is on hand to keep instrument in focus and answer questions. Time limit is imposed on gazers only when necessitated by crowd. Waist-high booth bearing station's call letters and information about tower surrounds telescope on three sides. Tower will be completed by Feb. 15. Bowl Promotion WOODEN BOWLS containing rose, orange and package of Gillette lazor blades were sent to Bay Area radio, sport and advertising editors by KCBS San Francisco to promote its January broadcasting of Rose Bowl and Orange Bowl football games. Bowls were wrapped in colors of participating colleges. Idea was originated by Walter Conway of KCBS promotion department. Sports Promotion PROMOTION for KROC Rochester, Minn., recently, involved choosing of most outstanding athlete in Rochester area for 1949 and sending him, expenses paid, to Cotton Bowl festivities in Dallas, Tex. Darrell Cochran, U. of Minnesota athlete, won contest and was feted at banquet broadcast by station. He was met in Dallas by city's Chamber of Commerce and was included in visits with North Carolina team, sat on the bench with them and took part in numerous other celebrations in conjunction with game. J^iomotion Pictures taken in Dallas are now displayed in prominent down-town window. Bob Wold of KROC sales and promotion department was in charge of entire operation. KBON-FM's Thanks THREE-fold bulletin issued to public by KBON-FM, Transit Radio station in Omaha, Neb. Folder contains results of balloting on approval of bus radio and data concerning completion of installation in all Omaha buses. Picture of business leaders present when ballots were counted is included, as well as list of votes, pro and con, tabulated by bus routes. Coverage Data Folder QUARTO two-color illustrated folder sent to trade by KSD-TV St. Louis promoting its coverage of outstanding local events and containing coverage data. Inside of folder is made up of coverage map with primary and secondary areas outlined, and circles around sections outside coverage areas where satisfactory reception has been reported. Details of St. Louis market also are included. Postcard Distribution TWO postcard mailings recently sent to 500 grocers in coverage area by WHBC-AM-FM Canton, Ohio. First concerns Buckeye Potato Chips. Two pictures of bags of potato chips are featured on card under heading, "You're in the Chips! It's in the Bag!" Second promotes Nueoa Margarine on bright yellow card. Message reads, in part, "Hear NUCOA Yodeler's Catchy — Compelling Designed-For-Selling Radio Spots Daily on WHBC & WHBC-FM." Both cards bear standard, "Stock up — Display — Suggest! Radio advertised products move! " Sponsor's Letter LETTER from pleased sponsor sent to WTVJ (TVl Miami, Fla., has been reprinted and mailed to potential sponsors and trade by station. Letter, from Senor Don Casa, proprietor of gift store in Hollywood, Fla., tells story of his successful use of WTVJ. He says, in part: ". . . the prestige of being a television advertiser at this pioneer period is in itself worth the cost of advertising regardless of immediate results." Return of $.320 on $20 invested in spot commercial on WTVJ is recorded. Large Following IN conjunction with his sixth anniversary with WNOW York, Pa., "Doc" Daugherty, m.c. of 1250 Luncheon Club, two-hour noonday platter show, decided to form a club. Free membership cards were offered to his listeners, and 1,000 cards were printed. By the time all interested listeners had enrolled, additional 5,000 cards had to be printed. Party in honor of new club was held for members, and 4,000 persons who appeared broke 10 year attendance record for dance hall where party was held. Constructive Promotion OVERSIZE card aimed at construction material firms sent to trade by KNX Los Angeles shows picture of carpenter nailing down boards. Narration reads: "Over 5 million people listen to one station every week . . . KNX . . . including your customers in Los Angeles where the total value of building permits ranks second among all cities in the nation." Similar card with picture depicting man playing cash register as if it were a piano bears same message concluding, ". . . Los Angeles County where total retail sales and total net effective buying income are the second highest in the nation." Full Promotion ANNOUNCEMENTS of the 48-hour delayed telecast of entire Cotton Bowl festivities and game between Rice and U. of North Carolina carried by WFMY-TV Greensboro, N. C, were distributed by the station not only in Greensboro area, but in points as far distant as Dallas, where game was played. Releases were sent to sports editors of all leading newspapers and stations in WFMY-TV's coverage area. Copies also were mailed to editors in Dallas and to coach and to football team of U. of North Carolina. More than 250 copies were distributed by Gaines Kelley, general manager of WFMY-TV, on Dallas-bound train. Numerous newspaper ads were carried in local papers with front page inserts on day of telecast. Post-cards telling of game went to 6,000 dealers and TV set owners. Telecast was sponsored by four local General Electric dealers. Teamed for Service! OCCASIONED by Kansas City, Mo.'s celebration of its centennial, blue promotion piece has been sent to trade by KFRM and KMBC that city. Cover announces that stations are "Teamed for Progress in 1950. . . ." Inside carries names and titles of executive personnel of stations, and detached map bearing stations' call letters and message that they jointly offer "Complete Coverage of Kansas City's Trade Area!" KFRM is programmed by KMBC. 'Men of WORZ' NEW explanation of flying saucers provided by WORZ Orlando, Fla. Over New Year's weekend, members of station's staff who are licensed pilots attached a call letter of WORZ to four planes, and station's slogan, "The Be:Shows in Town," to fifth plane. Le' ters and slogan were on long streamer that glinted in the sun. Planes the made extended flight over Centra Florida and Orlando metropolita area, attracting wide attention. Owen Sound Data CFOS Owen Sound, Ont., has release profusely illustrated brochure on Owe Sound market to trade. Brochure i jointly issued by CFOS and Owe Sound Sun-Times, affiliated daily news paper. Booklet covers all phases o market area, lists principal Industrie and retail establishments, gives de tailed growth in recent years, and his tory of CFOS and newspaper. Personnel . VINCENT F. CALLAHAN, formerlj sales manager and publicity directo for W R C an WMAL, both i Washington, an later general manager of W W L New Orleans and after that in same capacity with WBZ Boston, joins WQQW Washington as director of promotion and public service. During the war, he was national director of radio, advertising and press for promotion of War Bonds, under supervision of U. S. Treasury Dept. A. R. GLOSTER, head of own public relations firm, appointed to handle publicity and promotion for CKLW Detroit, Mich. Mrs. PAT LAWRENCE resigns as assistant manager of advertising and promotion of KNBC San Francisco to become manager of new Bay Area office of Radio Report Inc., Berkeley (clipping service). HELEN PARK, formerly with program department of WOR New York, joins public affairs department of WHLI Hempstead, L. I. KEN SODERBERG, formerly with WMUS Muskegon, Mich., joins KAUS Austin, Minn., with duties in sales promotion and program production. Mr. Callahan TRADE LAWS Chamber Asks Reappraisal THE U. S. Chamber of Commerce last week called for a "constructive reappraisal" of trade laws and challenged President Truman's proposal that the 81st Congress complete action on pending legislation to tighten anti-trust laws. The Chamber maintained that the "recommended amendment of the Clayton Act would vest broad new powers in the FTC. Although labeled a boon to small business, these concerns are the ones which would be most hurt if this proposal became law." It asked for the reappraisal "in the light of interpretations of the past decade . . ." as "today . . . these laws are often applied in an unrealistic, arbitrary manner inimical to the interests of small, independent business." The Chamber's views were given at a news conference held in Washington's Carlton Hotel during which Herman W. Steinkraus, president of the U. S. C. of C, reviewed the President's messages to Congress. Page 36 • January 16, 1950 BROADCASTING • Telecasting