Broadcasting Telecasting (Apr - June 1951)

i :::tri i sonant i 393 f< . During the same period the advertising budget has increased nearly 400^ and radio has received between 20 and 25% of the total. The venture into radio was part of a planned effort by the institution to humanize its customer relations. The firm lowered ceilings, replaced marble with warm toned plaster and even displayed fresh flowers every day. To point up and dramatize the idea they picked WTAG to give the advertising a personalized approach. The first program was a Sunday half-hour record series, The Country Church of Hollywood, complete with choir, hymns, philosophy and a "parson." The next year the format was changed to an all-live musical program, Melodies from the Fireside, which used a well known central New England vocal group, the Mendelssohn Singers. Instrumental and vocal soloists were featured and the program followed a "House By the Side of the Road Theme." Moves Show Another year saw another change when the weekly half-hour was moved from the WTAG studios to Worcester Federal's own Friendship Room, a public room provided free for club meetings and parties. The title was streamlined to Fireside Melodies and the program went network. WTAG is a basic CBS station. The Revelers Quartet and singer Margaret Daum commuted from New York each week for the program. Rakov's orchestra went over from Boston. About this time the institution began a policy of broadcasting "The Messiah" from Worcester's 4,000-seat Municipal Auditorium each Christmas. After the war began, Fireside Melodies was abandoned but Worcester Federal continued a steady spot schedule. In 1948 it returned to a more personal approach with 10 announcements a week on WTAG's Julie 'n' Johnnie participating morning show. Two spots a day promoted housing plans which were then going ahead full speed. Example of results was when one man opened six new savings accounts of $1,250 each, one for each member of the family. He told President Raymond Harold that he had been hearing the program and decided that was the place to take his business. In March 1950, the half-hour Friendship Room Melodies, of handpicked recorded music went on the air. The program features the "Man from Friendship Room" who gives an informal chat covering a tremendous range of subjects. All are carefully researched and include historical episodes, profiles of Worcester industries, brief biographies, salutes to important service organizations, promotion of health and charity drives. The underlying theme is always recognition by Worcester Federal Savings of things of importance to the people it serves. Johnny Dowell, the "Man from Friendship Room," and also the "Johnnie" of Julie 'n' Johnny transcribed all spots. The firm has used every type of spot including jingles, dramas, sound effects, trade mark sounds, multi voice and of course plain live copy. Worcester Federal's present schedule calls for 21 spots a week and the half-hour Friendship Room show on Sunday. Ten of the spots are on the participation morning show and the others are adjacent to Lowell Thomas and local news. "We can trace a verifiable 25% of our new accounts directly to our overall advertising," says Al Graham, vice president in charge of advertising. "We've never tried to break down results from specific media. But we certainly know that radio has done and is doing a job." While the institution's next step depends on world conditions, the radio schedule will certainly follow the successful slogan of President Harold: "Money talks . . . that's why it should be on the air!" LANG-WORTH CAMPAIGN Howard H. Bristol HOWARD H. BRISTOL, 63, of Naugatuck, Conn., president and since 1930 chairman of the board of the Bristol Co., Waterbury, manufacturer of recording instruments, died June 2 in Waterbury Hospital. market is rich! Distribution of Listening Koines among stations . . . WIOU . . . 67.0% Latest Conlan Figures . . . '4,210 8302,329,000" RETAIL SALE SALES FOOD SALES $181,967,000 #46/980,000 HO. FOOB STORES 591 NO ORLtfc STOfttS 77 DRUG SALES $6,539,000 FAH-tvl ft $6^071,0^/] WIOU KOKOMO, INDIANA Columbia Broadcasting System National Rep Weed 5 Co. Firm to Aid Local AM Advertising LANG-WOETH Feature Programs Inc., New York, is conducting an intensive campaign on behalf of all L-W station customers to make local AM broadcasting more attractive to advertising agencies and advertisers. In a letter to all customer stations, C. 0. Langlois, L-W president, said: "It is not within our province to sell time. We are neither authorized nor qualified for the job. "However, nobody should object to our assisting in the sale of time by devising ways and . means to make local AM broadcasting more attractive to advertising agencies and advertisers." Explains Drive Mr. Langlois explained that his corporation has embarked on an aggressive campaign with national and regional agencies to encourage use of L-W special programs over the customer stations. The firm is pushing Rhythm Rendezvous, starring Patti Page and Ray Anthony; Cavalcade of Music with D'Artega, and The Cote Glee Club. Brochures on each of WORKSHOP PANELS Industry Joins S. F. College SAN FRANCISCO radio and television industry and San Francisco State College teamed up May 25 for a first annual Radio Industry Workshop on the college campus. The daylong schedule included a tour of the school's radio department, panel discussions and a banquet, with Arthur Hull Hayes, CBS vice president and general manager of KCBS San Francisco, as principal speaker. One panel discussion on "What should be included in the College Radio Curriculum?" was conducted by Stanley Breyer, commercial manager of KJBS San Francisco; Harold See, director of television for KRON-TV San Francisco, and Marvin Larson, business manager of IBEW Local 202. A Second panel study on "The Responsibilities of Radio and Television" was devoted (1) to education; (2) the minority audience; (3) the development of new talent, and (4) the community. Session was conducted by Gayle Grubb, general manager of KGOAM-TV San Francisco; Howard J. Smiley, general manager of KSMO San Mateo; Henry Leff, of AFRA, and John Thompson, director of news and special events for KNBC San Francisco. Dr. J. Paul Leonard, president of the college, spoke briefly welcoming the industry representatives and thanking them for their participation in the workshop. William Pabst, general manager of KFRC San Francisco responded on behalf of the industry people. these are for sale at a nominal price to stations. And L-W announced that it is preparing an Allan Jones Show to be promoted next month. To help in putting over the campaign, Mr. Langlois asked customer stations for their cooperation. "You can help," Mr. Langlois suggested to subscribers, "by writing to those agencies whose clients have distribution in your community. Tie in with the Lang-Worth campaign. "Tell them you are a Lang-Worth subscriber and can make all of these programs available to them over your station. Tell them about programs of your own invention utilizing the Lang-Worth service." The L-W president stated that station cooperation was not only asked but expected. "We will deliver the mass attack . . . it's up to you and your representative to do the sharp-shooting." CHICAGO'S Central Church, which pioneered religious broadcasts on KYW in 1!>22, has resumed its radio schedule. Interdenominational services are conducted in tower of Stevens Hotel and aired weekly by WCFL, Chicago Federation of Labor station. KSWM JOPLIN, M O. REACHES 446,600 PERSONS WHO SPEND... $285,550,000 ANNUALLY IN TOTAL RETAIL SALES/ * This map shows airline miles to the nearest large cities, assuring complete CBS service to the great Joplin, Mo. district. Now in its fifth year of service, K.SWM is an integral part of all community affairs and activities. C BS in JOPLIN, MO. Nationally Represented by William G. Rambeau Co. BROADCASTING Telecasting Austin A. Harrison, Pres. June 11, 1951 • Page 83