Broadcasting (Apr - June 1950)

RADIO EDUCATORS WHEN the pioneer conference of educators and broadcasters convenes in Columbus, Ohio, May 4 in connection with the 20th Ohio State U. Institute for Education by Radio [Broadcasting, Feb. 27], participants will include the FCC, leading representatives of commercial broadcasting and the U. S. Office of Education. * Theme of the opening general imeeting will be "Do We Need a New National Policy for Radio and Television?" FCC Comr. Frieda B. Hennock lis scheduled to appear on the opening symposium. Topics of the remaining three sessions, as previously announced jby I. Keith Tyler, institute director, will be: "International Affairs: A Challenge to Broadcasters," !"Are We Losing Our Constitutional Freedoms?" and "Educational Administrators Look at Radio and Television." Tentative plans call for reports covering a round-the-world tour from Japan and the "cold war" at an international session set for Friday morning, May 5. The three general sessions will be followed by a discussion of what 'broadcasters can do in international affairs by a panel of personalities in radio and education. These [will include Morris Novik, radio consultant, of New York; Mark Haas, educational director of WJR Detroit; Saul Carson, radio editor of the New Republic and co-producer of the documentary record album about the United Nations. Ohio State Telecast The Friday evening general session will be based on the first actual telecast to originate from Ohio State. The DuMont network's Court of Current Issues will be telecast over a local station. Preceding the broadcast, Irvin Paul Sulds, originator and producer of the program, will discuss problems and techniques involved ;in this type of TV show. Discussion of both technique and content of the program will follow the telecast. The Saturday night, May 6, session, when educational administrators take a "verbal" look at radio :and TV, will be presided over by Dr. Howard L. Bevis, president of Ohio State U. Dr. Bevis is chairman of the radio committee of the National Assn. of State Universities and the Assn. of Land Grant Colleges and Universities. Speakers at the session will include: Dr. Herman Wells, president of Indiana U.; Dr. Charles E. Friley, president of Iowa State College, and Miss Ira Jarrell, Atlanta, Ga., superintendent of schools. Closing event of the four-day session will be the institute dinner on Sunday, May 7, at 2:15 p.m., with H. V. Kaltenborn, noted radio commentator, delivering the major address. 'Firsts' Scheduled Several "firsts" are on the institute's agenda. One is a specialinterest group meeting featuring a progress report on educational television chaired by Willett Kempton of American U., Washington. Participants will be Richard B. Hull, radio-TV director, Iowa State College; Sydney W. Head, chairman of the U. of Miami's radio and TV department; Martha Gable, Philadelphia public schools, and Leon Levine, CBS director of discussion broadcasts. Resource personnel will include: Paul A. Walker, vice chairman of the FCC; Sterling Fisher, NBC manager of public affairs and education; David E. Weglein, WBAL Baltimore, public service counselor; Hale Aarnes, chairman of radio education department, Stephens College, and Kenneth Bartlett, director of the Syracuse U. radio and television center. The first IER group meeting to be given over exclusively to TV training in colleges and universities will be under the chairmanship of William Sener of the U. of Southern California. Another is the first group session to be devoted entirely to TV writing and produc Columbus Meet May 4-7 tion, in charge of Caroline Burke, TV supervisor of NBC's public affairs and education department. The effect of video on youngsters will be explained by three Columbus school children from elementary and junior and senior high school classes on the TV panel, to be conducted by Dr. Leland B. Jacobs of Ohio State. He will introduce panelists representing com Sell Ohio's Third Largest Market with 50,000 watts FM 105.1 FM WFMJ 5,000 watts AM 1390 AM Youngstown, Ohio Head leyReed Co., national representatives mercial broadcasters listening councils, high school administrators and parents. Speakers will include Beulah Zachary, producer of Kukla, Fran & Ollie on NBC-TV, Betty Ross, assistant director of public affairs and education at NBC Chicago; Mrs. Clara S. Logan, president, Southern California Assn. for Better Radio and Television; Phillip Lewis, assistant principal, South Shore High School, Chicago, and Thomas Rishworth, Radio Chairman, National Parent Teachers Assn. and director of broadcasting, U. of Texas. 'TELL TO SELL' Clair Outlines Techniques for WHYU Salesmen BOOKLET designed to "sell" salesmen at WHYU Newport News, Va., titled "How You Can Sell Radio Time," has been compiled by Frederic Clair, WHYU station manager. Using as its theme the slogan, "Each Salesman Is His Own Paymaster," the 15-page mimeographed guide begins with basic material such as "What is a Radio Station?", "Why Sell Radio Time?" etc. Manual then delves into the nature of prospects, method of presentation and the sales process. Included is a prepared, "proven sales talk" based on the theory that the "only solution to sales — granted good price and a needed product — is frequency and multiplicity of contact" with the merchant. Helping the client "tell to sell" can result in a "better job, dollar for dollar, than that by any other medium," Mr. Clair stresses. "Sales-making," according to Mr. Clair, "is just like splitting a log. You don't stick a wedge in a log and try to drive it all the way down. You place a half-dozen wedges and then tap each in turn, lightly and firmly. . . ." Outlines Answers Taking five basic negative answers, Mr. Clair provides his salesmen with one positive answer to each : 1. "Don't want it now. Come back and see me later." A. — . . . Even in the worst depression everyone buys some merchandise. Someone has to sell it. It can be you. Radio leaves a lingering impression, and the first impression is the strongest. . . . You should start now ... to get the first punch in on your competition, then increase your advertising later. . . . 2. "Not interested." A. — You have to . . . buy right merchandise, price it right, and tell 'em about it. You are not in business to keep it a secret . . . (Radio) is one of the best ways to tell to sell. 3. "Can't afford it." A. — You can't afford not to. As times get worse the smart merchant is better off to keep less stock and move it. . . . The more you need business the more you must advertise. . . . Every dollar in radio can move ?10 in stock, and I know you don't want to operate a ware house. . . . 4. "No results." A. — Can you afford a poll. Those who can buy radio five to one . . . (Radio) has a strong emotional appeal that lingers. . . . I'll bet that nearly 10 years after, you still remember that "Lucky Strike Green Has Gone to War." That's what radio does. 5. "Newspaper is better." A. — Of course you read your ads. You can clip and save a newspaper ad, but you're really spending an awful lot of money for a scrapbook. ... If a newspaper has 20,000 subscribers . . . how can you prove they read it? You can't get inside their heads and test "attention." We believe we can get 20 listenings for every "read" they can get. Newspapers have been telling people for 100 years that they get results, until the merchants believe it. In less than a lifetime radio has proved that it gets dollar volumes. •Am/able! Play-by-Play MAJOR LEAGUE BASEBALL KFRM has just signed with Liberty Broadcasting System for play-by-play Major League baseball. Participating announcements now available! Here's a "red-hot" natural that will "hypo" your sales in an area with more than a million potential listeners. For full details, wire The KMBCKFRM Team, Kansas City, Mo., or phone any Free & Peters .BROADCASTING • Telecasting KFRM for Rural Kansas; Programmed by KMBC From Kansas City May 1, 1950 • Page 75