Broadcasting Telecasting (Jan-Mar 1953)

I 1 I 1 1 I I UNDUPUCATEO COVERAGE IN 253,000 HOMES WITH PERSISTENT SELLING TO MORE THAN 759,000 PEOPLE . • • IN PROSPEROUS SOUTHERN NEW ENGLAND WJAR-fV PROVIDENCE our respects to SIMON GOLDMAN SEVERAL years ago a youngish looking speaker, partially hidden behind a huge pair of horn-rimmed glasses, stood on the stage of the Eighth Street Theatre in Chicago. His audience was a group of fellow broadcasters, some of whom must have wondered why this quiet-speaking lad had been selected to tell them how to run their business. Before Simon (no middle name) Goldman had uttered a half-dozen paragraphs, his NAB convention audience was listening attentively. These veteran broadcasters were told to get off their posteriors and get out on the street where neglected retail dollars were waiting to be plucked. They were told that local industries— even the heavy ones — were good prospects for station business. The speaker even suggested that every program on a station's schedule should be built for sponsorship. The compelling logic and tireless energy of the WJTN Jamestown, N. Y., general manager, abetted by a genial personality, have carried him to national prominence as member of a number of NARTB (nee NAB) committees. Locally he's prominent, too — -so prominent that it would probably take a foot or so of column space just to list the organizations. Stresses Local Activity This local activity is part of his business philosophy. Si Goldman contends that every station should give liberally of its time and facilities to local projects. He feels just as strongly that every station executive and employe should be active in civic work. This philosophy obviously pays because WJTN and its manager have long been known far beyond the western New York area as an outstanding example of local station operation. Si Goldman is strictly a New York Stater. Born in Carthage, N. Y., Jan. 18, 1913, he attended primary and high school in that city. In 1931 he entered Syracuse U., majoring in advertising and adding a radio course under Dean K. G. Bartlett. He was graduated in 1935 magna cum laude. That first taste of radio on the campus led him into the offices of WSYR Syracuse as merchandising manager. A few months later he became sales manager of WJTN and he has been there ever since, aside from a brief turn at WSYR in 1938 and a tour of Army duty during World War II. WJTN named him general manager in 1940, following a few months later with a vice presidency and directorship. In 1943 he enlisted in the Army, serving in Europe 18 months as a member of the Communications Div. of the 12th Army Group. Returning to Jamestown after 2Vi years in the service, he resumed his position as WJTN vice president and general manager. When the industry's trade association decided to set up a division devoted to small market station activities, Simon Goldman was named a member of the Small Market Stations Executive Committee. That was in 1946. A year later he became its chairman and was active at the special small market station portion of the 1947 NAB convention at Atlantic City. He was named to the NAB Radio Committee in 1949, becoming its chairman in 1950. Last autumn he was elected secretary of Broadcast Advertising Bureau. He is a member of BAB's Executive Committee. Saluted at Syracuse Sessions Syracuse U. honored Mr. Goldman in 1949 by selecting him from a field of 500 alumni for "outstanding work in the management field of radio." This citation was awarded on the first annual Radio Journalism Day of the university. The list of Si Goldman's activities starts with the Community Chest, of which he is vice president. He has headed various divisions and groups of the chest for many years. He is chairman of the Business Development Commission of the Jamestown Chamber of Commerce and is a board member of the local YMCA, Jamestown Girls Club and Chautauqua County Fair Assn. Other affiliations, many in an official capacity, include Jamestown Advertising & Sales Club, Red Cross, Kiwanis Club, and director and past president of Little Theatre of Jamestown. An enthusiastic golfer, he belongs to Moon Brook Country Club and last summer attained a lifelong dream — a hole in one. He's quite a sailor, too, and belongs to Chautauqua Lake Yacht Club. He is a former city men's doubles champion in badminton and also held the mixed doubles championship. In 1948 he married Meurice Finer. They have a two-year-old son, Richard Michael. Mr. Goldman is one of the early and enthusiastic advocates of programming as against spots. He decided years ago to concentrate on getting advertisers into programs, with spot rates priced high and limited in number. Many of these spot buyers can be converted to programs, however, he points out. One of his outstanding Jamestown feats in the '40s was to get every department store in the city on WJTN, the largest spending as much as 80% of its budget on radio, the second 50% and the third 80%. This selling of local retail and wholesale accounts provides a stimulus that is felt all the way up to the manufacturer, he argues. Represented Nationally by Weed Television Page 18 • January 19, 1953 Broadcasting • Telecasting