Broadcasting Telecasting (Oct - Dec 1952)

Radio-TV Vote-Getting Lauded (Continued from page 23) within a day and the remaining 3% said they would vote but ivere in no hurry to register. John Archer Carter, radio and television director of the foundation, joined in lauding the active part taken by the media in the campaign. Foundation officials add a special tribute to NARTB President Harold E. Fellows; Robert K. Richards, assistant to the president and public affairs director; John H. Smith Jr., coordinating NARTB's activities, and finally to John F. Patt, WGAR Cleveland, chairman of the nationwide NARTB Register-and-Vote Committee, working through the national association and individual state chairmen. While no one is presuming to give radio and TV more than their share of the credit for the sharp increase in registration everywhere, foundation officials are first to point out that the electronic media RKO RADIO PICTURES, INC RADIO CITY 1270 AVENUE OF THE AMERICAS ROCKEFELLER CENTER NEW YORK 20.N.Y. July 9, 1952 Mr. Frank N. Jones Account Executive WBNS IV 33 N . High Street Columbus 15, Ohio Dear Mr. Jones : I have been on the road for several weeks and consequently have had little opportunity to get this note off to you. I want you to know that the showing of the motion picture "King Kong" in your territory has broken all of our existing records of the last few years Since this promotion was an exclusive television campaign, carried in your area by WBNS TV alone, we feel that it was principally through the splendid efforts of your station we had such tremendous results. It was a pleasure to work with you and I hope at some future time we may have an opportunity to i/ork other promotions. Once again thanks for a great job siii see uibns-tv COLUMBUS, OHIO CHANNEL 10 CBS-TV NETWORK • Affiliated with Columbus Dispatch and WBNJ-AM • General Sales Office: 33 North High Street REPRESENTED BY BLAIR TV were the first to start high-power promotion. Last March, AHF provided stations with spots before any other major organization was involved. Literally thousands of announcements were carried by stations and networks, with no effort to keep track of their role in those early days. As the movement developed, NARTB entered the scene. President Fellows named Mr. Patt to direct the drive. Flanking him on the committee were Roger W. Clipp, WFIL Philadelphia; Frank Fogarty, WOW-TV Omaha; Kenneth D. Given, WLBJ Bowling Green, Ky.; Paul W. Morency, WTIC Hartford; Joseph Wilkins, KFBB Great Falls, Mont. Individual state chairmen were named, with presidents of the 38 state associations incorporated in the project. Soon state committees were in operation all over the nation. They, in turn, enrolled governors in a large number of states and for the first time many governors specified days for intensive registration drives. NARTB quickly prepared kits for all radio and TV stations. These included announcements, suggestions for stunts, slides, flip cards and other devices. The third and final kit has been sent out. Originality Demonstrated What surprised AHF officials, they say, is the way stations and networks came through with original ideas of their own, writing a saga in advertising history. A radio drive that is expected to draw national attention is being launched by MBS radio network. Mutual is building up to an election eve celebration like no other election eve event — a "Lights On, Votes Out" spectacle. Through steady hammering over its facilities, the network will encourage home owners all over the U. S. to turn on their porch lights election eve. Parades, celebrations and other gimmicks are part of the package. ABC is understood to be cooking up a series of promotions in which affiliates will take part. NBC is in the middle of a 50-day drive in 50 top cities. Five-minute daily programs feature 3% -minute recorded talks by such personalities as Mrs. Franklin D. Roosevelt, Bing Crosby, Fannie Hurst, Cardinal Spellman, Eddie Cantor, Bob Hope and Mr. Fellows. In his talk Mr. Fellows calls the NARTB coordination of radio and TV facilities "the most important public service function this organization has ever done." CBS, Procter & Gamble Co. and Compton Adv. have cooperated in a recording by Lowell Thomas, "What Every Voter Should Know." The recording goes out to CBS Radio affiliates for broadcast. It is non-commercial. These are just a few of the radio 'Today' Xmas Device SPONSORS planning a preChristmas saturation campaign will be offered a new sales device on NBC-TV's Today (Mon.-Fri., 7-9 a.m. EST) from Nov. 3 through Dec. 24. The program, starring Dave Garroway, will supplement its regular fare of news, reviews, comedy and music with features stressing the Christmas motif and tying in with commercial products. First sponsors under the new plan are Noma Electric Corp., through Albert Frank-Guenther Law Inc., both New York, and the Polaroid Corp. (Polaroid Land camera), Cambridge, Mass., through BBDO, Boston. contributions. Television, too, is contributing in a big way. A new TV kit has been prepared. Like the final radio kit it places emphasis on voting. Included are films, slides, ballots, flip cards and other devices. Firestone Tire & Rubber Co., to mention a typical recent stunt, televised blown-up elephants and donkeys, with a singer performing Democratic and Republican songs. RCA Victor has supplied free of charge to 2,500 disc jockeys a transcription of a specially written song, "Voters on Parade," sung by Vaughn Monroe. Performances started a few days ago. AHF has recruited organiza-" tions embracing 26 million people, half as many as voted in 1948, and they are working to get other people to vote. Girl Scouts, American Legion, fraternal groups, women's clubs and other agencies are included. Ad Council Efforts Advertising Council is concentrating on the vote drive as election nears. Its first allocation was sent out in the fact sheet over a month ago, with the big activity just starting. Advertisers, talent and media are coming through in an amazing way, according to the council, which said it never before has encountered so much "plus" in an allocation, referring to extra services contributed. Last week in New York thousands of citizens were standing in line at registration places as a result of the intensive promotion,* according to AHF. All over the country there are reports of steady pounding on the registration theme, supported by spectacular stunts. NARTB's third and final kit in-' eludes spot copy; work-ins for disc jockey shows, sports broadcasts, news reports, interview and quiz shows, and housewives programs; special adaptations of time signals, weather forecasts, sign-ons, signoffs and station breaks. There are dozens of ideas for programs and public relations activities which(Continued on page 92) Page 90 • October 13, 1952 BROADCASTING • Telecasting