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SPONSORS WARM TO AP Because . . . it's better and it's better known.
Case History No. 18
The temperature outside was eight degrees and the city of Wichita was mostly asleep at quarter of five in the morning.
News Director Jim Setters was monitoring the emergency radios at Eadio Station KWBB, listening between police, highway patrol and fire department frequencies.
"Send fire equipment . . . there's a trailer burning . . . people trapped."
Directions followed. In minutes the fire department was in action. And so was KWBB. Setters quickly dispatched Newsman John Wagner with one of the station's five mobile units.
Wagner and the fire trucks reached the scene almost simultaneously. Wagner quickly learned that four persons were in the trailer; that all efforts to open the trailer had been unsuccessful.
It was then Wagner-to-Setters-toAP in Kansas City.
Wagner, on the radio to Setters, gave the names of the four victims. Setters relayed them to AP. Minutes later, Wagner radioed from the scene of the tragedy:
"Ralph Acuna, who discovered the fire, is here, and we can tape his eyewitness. Okay?"
Setters glanced at his watch. It was now 6:45 a.m., and still eight degrees outside. Setters' next newscast was at 7 o'clock.
"AP's on the line," he told Wagner. "Hold the taping. We have 15 minutes before broadcast time. We're going to switch your eyewitness to The AP. Then, we'll tape him as soon as AP gets his story."
Swinging around to the phone, Setters told AP:
"Here's an eyewitness — Ralph Acuna. He can give you the details firsthand."
AP's eyewitness story, taken from Acuna, rolled out on the wires to
"House Trailer Burning . . .
... here's the details'.'
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John Wagner, KWBB, Wichita, Kansas
Jim Setters, KWBB, Wichita, Kansas
all AP members while firemen still were chopping at the smoldering trailer in which four people were burned to death.
Through the cooperation of Setters, Wagner and KWBB, radio listeners in Wichita— and listeners
to AP member stations everywhere —had the story first, and complete. Jim Setters and JohnWagner are among the thousands who make the AP better . . . and better known.
If your station is not yet using Associated Press service, your AP Field Representative can give you complete information. Or write —
Those who know famous brands . . .
. . . know the most famous name in news is
Broadcasting • Telecasting
March 5. 1956 • Page 63