Broadcasting Telecasting (Jan-Mar 1956)

PROGRAMS & PROMOTIONS WMGM USES CAR CARD ADS WMGM NEW YORK has begun a car card advertising campaign in 3,200 public conveyances, including all Fifth Ave. Coach and New Jersey Public Service buses, dramatizing the advantages that radio in general has over tv in certain areas and singling out the value of WMGM in particular. The first card is aimed at the house wife, and will be followed by cards designed to appeal to factory workers, auto drivers and other groups for whom the station feels radio entertainment can be more practical and appropriate than tv. BI-LINGUAL SIMULCAST USED BI-LINGUAL SIMULCAST was the formula of KALI Pasadena and KTTV (TV) Los Angeles to bring Tournament of Roses Parade coverage on Jan. 2 to as many listeners and viewers as possible, regardless of language or medium preference. KTTV's cameras, with English sound, were synchronized with KALl's Spanish broadcasts so that Spanish-speaking viewers could tune in the KTTV picture, tune out the tv sound and listen to the Spanish description. Mobilgas commercials were heard simultaneously in both languages, with announcers working from a monitor to effect coordination. The Mobilgas agency is Stromberger, LaVene, McKenzie, L. A. KTVW (TV) ON AIR TILL 3 A.M. MONDAY, Jan. 2, was KTVW (TV) SeattleTacoma's first day on an elongated MondayFriday schedule, giving area swing-shifters and night owls tv until 3 a.m. KTVW claims its late programming is a "first" for the Puget Sound area. Letters from factories and unions urging the new hours helped KTVW make up its mind to extend the schedule. RAYTHEON GETS RESULTS A CAMPAIGN by Raytheon Mfg. Co. to promote its new line of transistorized portable radio sets in New England, with emphasis on use of radio-tv time, has been described as "very successful" by company officials. Jordan Marsh, Boston department store, used its radio-tv spot schedule on Boston stations to promote the ten-day drive. The store's promotion also was mentioned during Raytheon's own program on WCRB Waltham, and WGBH-TV Boston educational outlet, devoted one program to development of transistor radios and hearing aids, using Raytheon sets to illustrate the theme. Race for Olympics TWO radio stations — WITH Baltimore and WNAV Annapolis — will play important parts when a sport of ancient Greece is revived in Maryland in March. A marathon, the long distance foot race that dates back to the year 450 B.C., will be run with the Annapolis station as starting point and the Baltimore station 26 miles away as the finish line. The event is designed to arouse interest in the Olympic Fund and to help make possible a good showing of American athletes in the 1956 Olympic Games, to be held in Australia later in the year. Invitations have been sent to more than 60 colleges and universities to participate in the Maryland race. Thomas Tinsley, president of WITH, is serving as an honorary chairman of the committee sponsoring the event, and R. C. Embry, WITH vice president, will be among a group of Baltimore sportsmen staging the marathon. CHICAGO STATIONS PLUG SAFETY APPEALS ON radio and tv by Chicago Mayor Richard J. Daley before the recent New Years holiday weekend are given credit fey a large share in reduced traffic fatalities in that area — only one Chicagoan was killed dur.ng the 78hour period, compared to 15 over Christmas weekend. Mayor Daley's filmed and recorded appeals spots on Chicago stations, coupled with expanded police enforcement, were credited with making Chicago drivers more cautious and cooperative. The safety spots were used by Chicago stations during the drive. Mayor Daley praised all media for "communicating" the urgency of the campaign. MOZART MEDALLION OFFER A SPECIAL MOZART BICENTENNIAL medallion mounted on a wooden plaque bearing the composer's likeness and coined by the Austrian mint for WQXR-AM-FM New York is being sent to listeners of the New York Times' "Good Music Station" who send in three or more subscriptions to WQXR's monthly program guide. The promotion is part of the station's Mozart Bicentennial series which was to begin last Saturday and will continue through June 30. RAB TALKS UP NETWORK THE LATEST BROCHURE issued by Radio Advertising Bureau Inc., N. Y., in telling the new role network radio plays in American business, describes the advertising efforts of Aero Mayflower Transit Co. of Indianapolis in reaching all its markets on a medium-size budget. Titled "Network Radio Seemed To Offer the Best, Most Logical Road To Travel," the RAB booklet tells how Mayflower, through its agency, Caldwell, Larkin & Sidener-Van Riper Inc., Indianapolis, managed to increase its dollar volume during the first six months of 1955 to the point where it led the entire trucking-transportation industry. 'NEW FRONTIER' FOUR-PAGE brochure released last week by Radio Advertising Bureau relates how radio helped Frontier Airlines, Denver, grow from a small experimental operation servicing the Intermountain region to the self-described "largest local service airline," covering a quarter of the U. S. Titled "Radio Pioneers a New Frontier," the brochure draws heavily on case history material supplied by Arthur Magee, account executive of Rippey, Henderson, Kostka & Co., Denver, agency for the airline. It quotes Mr. Magee as saying that "as far as Frontier Airlines and our agency are concerned, our radio efforts will stop only when Frontier or the agency, or both, go out of business." TICKETS UP IN AIR KEYD-TV Minneapolis, in cooperation with the Minneapolis Lakers professional basketball team and the Lakers" tv sponsor, the Pfeiffer Brewing Co., will release 200 free basketball game passes inside balloons for five consecutive Saturdays from two locations in Minneapolis and St. Paul, starting next Saturday. Passes are good for admission to the following Wednesday night's game, according to KEYDTV Minneapolis-St. Paul which telecasts the Lakers' home games. FREE EUROPE IN U. S. RADIO FREE EUROPE is making its second 14-week series of Slavic language programs available to U. S. -Polish language radio stations later this month. The privately-financed and operated anti-Soviet broadcasting service will distribute "Forbidden Songs," music traditionally identified with free Poland and regularly broadcast behind the Iron Curtain from RFE's site in Munich, to 51 U. S. stations in the East and Midwest. RFE last year "sponsored" another 14-week series of transcribed radio interviews with Polish exiles on the same number of stations. NO RAINCHECKS FROM NBC-TV RAIN OR SHINE, NBC-TV plans to present "video's first drama to be done live in color and black-and-white from an outdoor location" Jan. 11 on NBC Matinee Theatre (Mon.-Fri., 3-4 p.m. EST). An original teleplay, "All the Trees of the Field," by Sylvia Richards, has been selected for the undertaking, which will be produced on location from Rancho Rinconada, an orange grove situated in the woodland hills of Southern California's San Fernando Valley. NBC said that the possibility of rain is not a major problem. To take care of that contingency, there will be alternate lines of dialogue in six places in the script — one line to be used if the weather is dry, the other set will be used if it is raining. Broadcasting • Telecasting c/fs BROADCASTING THE newsweekly of radio and television TELECASTING 1735 De Sales Srrp''r' N w W(tshinzton 6> D r PLEASE START MY SUBSCRIPTION WITH THE NEXT ISSUE. I've checked service desired. □ 52 weekly issues of BROADCASTING • TELECASTING $7.00 □ 52 weekly issues and BROADCASTING Yearbook-Marketbook 9.00 □ 52 weekly issues and TELECASTING Yearbook-Marketbook 9.00 Q 52 weekly issues and both Yearbook-Marketbooks 11.00 □ Enclosed □ Bill name title/ position company name address city tone state Please send to home address Page 112 • January 9, 1956