Broadcasting Telecasting (Jan-Mar 1952)

On All Accounts (Continued from page 10) No Horse Play as dance band leader, the lure of the entertainment business got him, but illness forced him out of college in his junior year. Fully recovered after six months, he took his band on tour for the next five years. As dii'ector-m.c, he managed to keep himself before the microphone while on tour. Radio y^as, his first love and, tired of one night stands, he retunied to California and was appointed program director of KGGC (now KSAN) San Francisco in 1932. Three years later he joined McClatchy Broadcasting Co. as program director of KMJ Fresno and later KOH Reno. In 1937 he became program director of KSRO Santa Rosa, Calif. But Mr. Potter had a hankering to have his own program packaging and production firm, so a year later he established Radio Merchandising Ideas in San Francisco. The business wasn't too lucrative and the firm dissolved after two years. He then joined KROW Oakland as announcer-newscaster-producer. With the start of World War II, he became OWI Pacific Division program director. Besides organizing and supervising that department, Mr. Potter produced scores of programs in many languages for overseas consumption. He moved to Los Angeles in 1943 and joined KFI there as writerproducer of public service pro Do you know what thrifty advertisers know $ KWK delivers listeners in the St. Louis area at the lowest cost per thousand* 15 out of the 18 hours of the broadcast day. bojed on J -lime, l-minule > Tde ftilst. Inc., N«». .Dec, 7951, and on S R D-, Jon., 1952 GlobeOemocrat Tower BIdg. Saint Louis Page 82 (leftAeAetUtMue «r-4e KATZ AGENCY March 24, 1952 grams. It was two years later that NBC Hollywood made him producer of the Abbott & Costello Show and Life of Riley. The assignments were shortlived for 60 days later he left NBC to affiliate with William Esty Co. as aide to Don Bernard, then West Coast vice president and general manager. Besides producing the CBS Blondie Show, sponsored by Colgate-Palmolive-Peete, Mr. Potter handled various administrative duties and assisted Mr. Bernard on Camel cigarettes programs produced by that agency. With closing of the agency's Hollywood office in 1950, Mr. Potter freelanced for about six months. Then he became radio-television director of the Calkins & Holden Los Angeles office, headed by Harry W. Witt. He now works on such accounts as Prudential Insurance Co. of America; California-Central Airlines and Piuma Wine, all radiotelevision users on the West Coast. He also services on the West Coast many of the national accounts handled in the agency's home office. Mr. Potter married the former Barbara Lee Van Ness of Oakland, Calif. They have two children, Sheridan, 17, and Andra, 7. The Potters make their home in suburban Sherman Oaks. Still an enthusiastic ham operator, Mr. Potter's other major hobby is motion picture photography which he carries over into his agency production work. Not a joiner, he prefers to devote that time to his photography, experimenting for future television use. FREEPORT, TEX., CASE FCC Stays Initial Ruling FCC has taken an interim step in resolving the dispute between WAFB Baton Rouge and the Brazosport Broadcasting Co. The Commission March 13 stayed the effectiveness of an initial decision which would grant Brazosport's request for 1490 kc with 250 w fulltime for Freeport, Tex. A month ago Hearing Examiner Hugh B. Hutchinson issued an initial decision looking toward gTanting Brazosport's application. Fortnight ago WAFB filed an objection to the proposed grant. It said it should have been a party to the hearing on the Brazosport application. It averred that the Freeport station would cause interference because the basis for determining the amount of expected interference — FCC's soil conductivity maps — was not accurate. Last week Brazosport replied to WAFB. It said WAFB waited too long to file an objection — 24 days. Brazosport contended that WAFB had ample notice of the earlier hearing. It also asserted that there would not be interference to WAFB, and that WAFB's absence from the hearing does not void the initial decision. THE Guild Theatre of Cincinnati was forced to canel its scheduling of the motion picture, "The Wooden Horse," because the first-run English film had already been shown on WLWT (TV) Cincinnati's Family TV Theatre. Claimed to be the first such instance in that area, the incident was reported by radio columnist Mary Wood in the Cincinnati Post. IDEA ASSOCIATION Stressed by Schwerin ASSOCIATION of key sales ideas with a product and creation of a favorable over-all attitude toward the brand are more important than getting the product's name across, Horace S. Schwerin, head of the research firm bearing his name, told New York's Radio and TV Research Council March 10. Talking, on increasing the effectiveness of radio-TV commercials, the researcher said that brand name remembrance, by itself, does not create sales. It is when the prospective customer is made aware of the benefits of a product and begins to believe in the general "goodness" of the brand that he becomes motivated to buy. He suggested that only after this has become accomplished in a radio or TV commercial should the stress be put on name-remembrance. Improved methods for testing remembrance during the past few years have given advertisers a new tool for testing effectiveness of their commercials, Mr. Schwerin said, attributing much of the credit for these improvements to the progressive attitudes of advertisingagencies. RESEARCH PROJECT^ ARF Group to Screen' RESEARCH projects to be undertaken by the Advertising Research'^' Foundation will be screened selected and recommended by a' special 14-man committee judging; project suggestions in terms of' greatest service to subscribers, if was announced March 14 by B. B. Geyer, chairman of the ARF board. The new committee, representing media, agencies and advertisers, will be under the chairmanship of F. B. Manchee, executive vic€ president of BBDO. Other members to the tri-partite group, to be representative of all members of the reconstituted ARF, include > Richard J. Babcock, Farm Journal^ ^ George C. Dibert, J. Walteil ' Thompson ; Sherwood D o d g e* Foote, Cone & Belding; Ben R Donaldson, Ford Motor Co.; Wilj|fi liam A. Hart, E. I. DuPont dffl Nemours; John J. Karol, CBS Radio; Peter Langhoff, Young (SAr Rubicam ; Wilson J. Main, Ruth.( m rauff & Ryan; H. A. Marple, Mon-Ja; santo Chemical Co.; Paul Montgomery, McGraw Hill ; Henrw^ Schachte, Borden Co. ; John Cj , Sterling, This Week, and E. Ej, Sylvestre, Knox Reeves Adv. The committee has begun firsliL step in building a list of possibk; % research subjects major enough to m meet ARF objectives and is screen p. ing all requests and suggestion^ ^ submitted to ARF during the pas1 year. [ ip Ti ai Tl SPEAKING Book Foundation, Chicago' is offering $500 in prizes for best in vention to record and play back complete New Testament on a single tape wire or other recording medium. Con test closes May 12. Entrants retail all rights to their inventions. Rule: and entry blanks may be obtainet' from the foundation, 19 S. LaSalle St.C|w Chicago 3 RADIO AIDS JOHNSTOWN AUTO SHOW II ir, WARD Boosts Attendance, Reaps Own Rewarc RADIO'S power to put over a community project and, in doing so, often to reap its own reward, was amply demonstrated by WARDAM-FM Johnstown's role in making a success of that city's first auto show in more than 20 years. According to John C. Gilmore, WARD sales manager, radio entered the show preparations last January. That was when he received a phone call from a local dealer. The auto dealer wanted to know the cost of a schedule of announcements. Mr. Gilmore ended up by selling two 15-minute segments of a disc jockey remote from the auto show to that dealer, other quarterhour segments to all but one of the 17 participating dealers and intensive spot campaigns to tire dealers, a bank and others. Combined, Mr. Gilmore said, the bonus spot business was more than 200 spots for the six-day week. Even optimists predicted a week j )ls long turnout of not more thai], |j, 6,000. Half of the 17 dealers satt, little or no chance of the show beinj f, a success. With radio's help, th» number of those attending reachec 16,500. "Yes sir," said Mr. Gilmore, "it's now the 'Annual Auto Show' an( we're proud that radio helped i be established as a yearly affair.' NIGHT AND DAY WENE BINGHAMTON, N.Y. MARKET NOW 5000 WATTS CALL RADIO REPRESENTATIVES, INC. BROADCASTING • Telecastinj