Broadcasting (Oct - Dec 1950)

(One at a time or any combination) Bill Herson Conducts "Your Timekeeper" from 6:00-9:30 AM Monday thru Saturday. A consistent, hard-hitting salesman. Top-drawer listening and selling power for years. Nancy Osgood Outstanding women's director on the ah in the nation's capital. Nancy's daily mid-morning audience and sponsor loyalty means "sales power" for your product. Charley Batters Conducts "Batters' Platters" a new and novel participation program heard nightly from 7:30-7:55 PM, Monday thru Friday. Choice time and choice programming. *74e^^^ oil <yn J ■ Watts 980 KC W feature of the lueeli FORMAL dinner and style show announcing the Tidewater area's 10 best-dressed women and commemorating the second anniversary of Mildred Alexander as women's director and fashion editor of WGH Norfolk, Va., proved a natural and effective promotion for the station, competing newspapers and leading department and speciality shops in area, WGH reports. Nearly 500 social and style leaders paid $3 a plate to attend the dinner, and nearly as many more were unable to secure tickets because of space limitations at the Norfolk Yacht and Country Club Sept. 19 when the citations were formally presented. The entire promotion, conceived by Mrs. Alexander, was a selfpaying proposition, with 20 of the leading stores and shops contributing to the costs in exchange for a mention on the program and an opportunity to display their fall Mrs. Alexander fashions following the dinner. Jay Caldwell, WGH program director, served as master of ceremonies, while Mrs. Alexander described the apparel as models paraded on a runway extending from the ballroom's stage. For Mrs. Alexander, the occasion marked the celebration of the second anniversary of her radio program. Conversation Time, aired Monday through Friday, 8:40-55 a.m., over WGH, and afforded material for Mrs. Alexander's future broadcasts. Additionally, the promotion commanded a good deal of space in the Norfolk, Portsmouth and Newport News newspapers, calling attention to the social event. Top executives of leading stores in the three areas attended the dinnershow and participated in the event. Awards were presented by Ceil Chapman, celebrated New York dress designer, after selections were made by a committee of 20 civic, business and professional women in the area. WGH reported it has received a number of calls from other stations asking for details on how it put the fashion promotion across. Look /^^ strictly business THE importance of knowing his product — radio — and how to apply it to the advertisers' needs was long ago recognized by John R. (Jack) Overall, recently named eastern sales manager of the Mutual Network. Jack Overall takes a researcher's approach to selling. His first step is to find out why an advertiser should use radio and then apply his knowledge of the Mutual network and the customer's needs to recommendations that are made. His most interesting sale, based on this formula, was the "two for one" Anahist purchase on Mutual whi<;h "proved to be the best new radio investment of the '49-'50 season," Jack says, citing a Nielsen report. In discussions with Foote, Cone & Belding executives, he stressed that this new product, Anahist, needed more than one-show exposure. He then convinced Tom MacDonald, FC&B account executive, to try the idea of two different type shows. One show was a mystery halfhour on Sunday spotted opposite Jack Benny; the other an audience-participation show on late JOHN RICHARD OVERALL Saturday afternoons. Proof of the effectiveness of the two-show idea was a Nielsen study report of an audience exceeding 11 million homes. Now approaching his 20th year in radio sales, Jack has spent 14 of them with Mutual — with time out for service as a lieutenant (Continued on page 53) Other Side — and you'll discover you dont have to pay the High Dollar to cover Detroit. On WEXL you hit 99.6% of Motor City listeners— at a low suburban rate. Plus . . . \/ WEXL reaches over ^2 the population of the State of Michigan V WEXL is Michigan's First Independent Station (26 years) V WEXL progr ams Music News Sports when you want them Better "look on the other side" for High-Class Low-Cost Sell ... on Phone Jordan 4-6523 National Representatives HIL F. BEST DETROIT MICHIGAN m mm Page 12 • October 9, 1950 BROADCASTING • Telccastin