Broadcasting Telecasting (Apr - June 1951)

New Business (Continued from page li) RUSSELL Z. ELLER, advertising manager California Fruit Growers Exchange (Sunkist oranges, lemons), elected president Advertising Club of Los Angeles. He succeeds HAAN J. TYLER, manager KFI-TV Los Angeles. GLENN RAY, assistant general sales manager Pictsweet Inc., Mount Vernon, Wash., named advertising and merchandising manager for Langendorf United Bakeries, S. F. HARRY ROGERS, advertising manager, Langendorf United Bakeries, S. F., resigns. No successor named as yet. LEE WENGER, advertising manager, Davidson & Licht Jewelry Co., Oakland, and E. Sugarman Inc., S. F., also named advertising manager, Beauty Mart and Portigol's juvenile department store, both S. F. Agency Beat (Continued from page 11) arettes), on three-month tour of Europe. He will tape record various attractions while there for radio Series planned next fall. ERIC W. COSTER, San Francisco Chronicle, to Pavia Agency, S. F. JAMES D. FARRIS, account executive Caples Adv. Co., Omaha, and KAY WILKINS, associate director of women's activities for Perfex Co., Shenandoah, previously women's director KFAB Omaha, married May 29. BRISACHER, WHEELER & STAFF, L. A., moved to 1680 N. Vine St., Hollywood. MARK NAPIER, vice president J. Walter Thompson Co. Ltd., Toronto, elected chairman Canadian Advertising Research Foundation Inc., with FRED S. AUGER, director of advertising Procter & Gamble of Canada, Toronto, as vice chairman. C. AUSTIN MOORE, sales and promotion manager CFNB Fredericton, to radio director Imperial Adv. Ltd., Halifax. WALTER ENGWER, general manager Toronto office Hutchins Advertising Co. of Canada Ltd., promoted to vice president of agency, not to McKim Adv., Montreal, as reported in Broadcasting • Telecasting, May 28. WEINBERG QUITS Was ODM Special Assistant RESIGNATION of Sidney J. Weinberg as special assistant in the Office of Defense Mobilization was accepted May 31 by Defense Mobilizer Charles E. Wilson. Mr. Weinberg has agreed, however, to serve in a consulting capacity. Mr. Wilson commended Mr. Weinberg for his "exceptional help" in launching the ODM and for "wide and influential friendships" which he said "were invaluable in inducing outstanding men to come to Washington to work with us." Mr. Weinberg, who came to Washington originally for a 90-day term of service ending March 15, will return to private practice. Gen. Lucius Clay, who was appointed along with Mr. Weinberg, had resigned as special assistant earlier this year. WKOP CRUSADE Outlet Plugs Radio's Role ANDREW JAREMA, general manager of WKOP Binghamton, N. Y., and Wally Buman, WKOP program director, have shouldered a crusade to promote radio listening. The station has peppered listeners with spot announcements, keynoted by the slogan, "Don't Take Radio For Granted. Radio Is Your Best Companion." Minutes, chainbreaks and participation spots are being utilized whenever time permits. Businesswise Bankers (Continued from page 28) minute news program at 6:50 a.m. three mornings a week on WEEI. The newscasts are made by Charles Ashley, popular air personality in Boston and New England communities. The early morning time costs the Boston Federal $7,500 yearly out of its total advertising budget of $14,000. During much of the period covered by the broadcasts, Edmond F. Dagnino, vice president, has been in charge of radio and other advertising. Since Mr. Dagnino is a former professional hockey player with the Boston Hockey Club, sports have played an important part in the radio format. More recently supervision of advertising has been in charge of Arthur A. Perrin Jr., assistant treasurer and secretary. Often the broadcasts tie in facts about the institution or call attention to its window displays which also often feature the sports angle. This year, for example, the WEEI program of April 16 carried this message : This year the Braves celebrate their 75th anniversary and the Red Sox their 50th anniversary. To welcome home both teams, the Boston Federal Savings has installed special Red Sox and Braves window displays. These interesting exhibits feature player and team photographs and baseball equipment. . . . When in Boston, stop by and see these colorful displays — and for savings or home loans step into the Boston Federal. . . . The Boston Federal's advertising is handled by the Boston office of Doremus & Co., which was one of the first agencies to recommend and place radio advertising for banking and other financial institutions. FOR 10 years News On the Hour has been broadcast 1010:15 each evening for Home Federal Savings & Loan Assn. on KVOO Tulsa. During that period the assets of the company have risen from just over $6 million to more than $28 million. This year, in connection with the tenth anniversary, President Louis W. Brant of the savings and loan firm wrote KVOO President Gus Brandborg: Fm sending you a copy of our "News From Home" for I thought that the graph on the front page would be of particular interest to you. It charts the growth of Home Federal over the past 10 years . . . the 10 years, coincidentally, that we have sponsored the 10 p.m. news on your station. We have told you many times how valuable we feel the 10 o'clock news program has been in building our business. Of course, not all of the people who become our customers, either as savers or as borrowers, mention specifically the media that brought them to us. Many do, however, refer to the 10 o'clock news. And most of the mail inquiries that we receive can definitely be attributed to this source. . . . The 15-minute newscast is prepared by the KVOO news room under the direction of News Editor Ken Miller. While announcers change, Ben Avery has been one of the most frequent in recent months, and Frank Muskrat has handled the editing job for the station. Beside KVOO, Home has used an 8 a.m. news program on KTUL, appropriately called News from Home, and some one-minute film spots on KOTV (TV) at 10 p.m. Phyllis Edmonds, assistant vice president in charge of public relations and advertising, summed up her feeling about radio in the following statement: We like radio newscasts. Because they have universal appeal and reach a large, general audience, we think them particularly appropriate for our business. Practically everyone — regardless of age, interests, and except in a small percentage of cases, financial status — is a potential savings account holder We want to get our story to all of them. Too, we think that the "tone" of news broadcasts is well adapted to financial institutions. We like the identification of Home Federal with a particular radio program, and have favored sponsored programs for that reason. For instance, most folks who listen to the 10 o'clock news each evening on KVOO refer to it as the Home Federal News rather than KVOO news. One loyal listener even went so far as to add "I won't even listen to anybody else's news. . . . SINCE 1937 when Wprcester Federal Savings changed its name and reorganized under a federal instead of a state charter, it has used radio as an important part of the advertising budget. At that time its resources amounted to $12 million. Today they are $60 million, an increase of WALLOP.' WM AM REP. BY MEEKER MARINETTE, WISCONSIN. Page 82 • June 11, 1951 BROADCASTING • Telecasting