Broadcasting Telecasting (Apr-Jun 1957)

STATIONS MILESTONES lished ratings. Legitimate, long-term audience promotion projects are not involved. In his letter to subscribers, Dr. Roslow explained the Pulse policy thus: "As you know, there have been instances in the past where a station embarked on special promotional efforts during the survey week only, intended to "hypo" and influence the reporting of listening. J want to urge you not to engage in special promotional efforts designed expressly to influence the listening and reporting of listening during the survey week itself or the week prior to the survey. When notified of such special activities, we reserve the right to request the stations to describe these activities and publish the replies in the report." THE RIGHT gentlemen discuss the Wong Time, Wong Temperature. (L-r): Doc Wong, creator of Wong's Frozen Foods; Bob Kaufman, KFBW account executive; Lee Siteman of Mottl-Siteman, agency for the product, and Robert M. Purcell, vice presidentgenera} manager of KFWB. CAN'T GO WRONG IT HAD BEEN a long hard day and the KFWB Los Angeles salesmen, making their reports to Robert Purcell, vice president and general manager, were getting ready to head for home. Someone mentioned plans for a Chinese dinner; someone else asked if anybody had tried Wong's Frozen Chinese Foods. Mr. Purcell looked up and wondered aloud if they couldn't sell this company the Wong Time and Wong Temperature. The anticipated laugh stopped midway as the reaction changed to "Why Not?" The next day the idea was presented to Mottl & Siteman, agency for Wong's Frozen Foods. The agency liked it. Wong's liked it. So on May 12 Wong's begins its first summertime campaign, having appropriated a special addition to its regular advertising budget to underwrite 12 "Wong Time — Wong Temperature" announcements a day on KFWB throughout the summer. P. S.: Mottl & Siteman has obtained KFWB's permission to use the same theme for its client in markets outside Southern California. WFMX (FM) Sees Good Business In Its Multiplex Operation PROGRESS report on WFMX (FM) New York, which claims to be the first New York outlet with a regular multiplex operation, was provided last week by Walter Diehl, general manager, who indicated the outlook is bright for a successful business operation. The station went on the air several months ago without advance publicity, Mr. Diehl said, because the outlet is part of a proposed Concert Network encompassing a group of other fm outlets, which has not yet materialized. WFMZ broadcasts for the public 24 hours a day seven days a week on a frequency of 104.3 MC. presenting concert music on tape recordings. Its only employes are six engineers, working eight-hour shifts. WFMX has sold its multiplex channel to Tele-Music, Hempstead, L. I., a background music company that sells a music subscription service to retail establishments and other business houses. Mr. Diehl hoped the station could operate "in the black" once a second multiplex channel is opened and sponsors are obtained for WFMX's regular broadcasts. The station now has only one sponsor, the Beacon Press, Boston, but Mr. Diehl said that no strong effort has been made to sell advertisers, pending establishment of the Concert Network. The station is operating on an experimental basis, Mr. Diehl reported, but expects to receive its license soon from FCC. WFMX is owned by Concert Network Inc., which formerly was the General Broadcasting Corp. The company also owns WFMQ (FM) Hartford and WTMH (FM) Providence, which are planned as part of the projected Concert Network, along with several other fm stations in New England. Since WFMX began its multiplex system two other New York area stations — WWRLFM Woodside, L. I., and WAAT-FM Newark — have started multiplexing. Other outlets planning multiplex operations are WGHF-FM Newtown. Conn., and WBFMFM New York. Response to Station Promotion Almost Too Much for Promoters WBZ Boston last week conducted a treasure hunt for a gold ignition key entitling the finder to a brand new Pontiac. The promotion was so successful that the station is wondering how it can do another without encouraging enthusiasts to trample the flower beds in Boston's Public Gardens. Many listeners interpreted broadcast clues4 to mean that the key was hidden in the gardens. Searchers were reported to have trampled flower beds and damaged statues. WBZ also was somewhat dismayed to find that the winner managed to locate the gold key ;in 24 hours and 10 minutes. The station has committed itself to a few more you-find-the-key and we-give-youthe-Pontiac contests. But late last week, it had yet*to work out the details. The bootstrap-type promotion was aimed at WBZ's greater Boston audience, and the treasure hunts are restricted to the city limits. " FCC Cites 10-Year Staffers AWARDS for length of service were made by the FCC April 30. Among those receiving citations for 10 years service were Hearing Examiners Jay D. Bond and Herbert Sharfman; Harold G. I Cowgill, Common Carrier Bureau; Dee W. Pincock, legal assistant to Comr. Hyde; Robert H. Alford and Joseph N. Nelson, Renewal and Transfer Div.; George N. Simcoe, Public Reference Room; Donald J. Berkemeyer and Hideyuki Noguchi, Office of Opinions and Review; Robert J. Rawson, Broadcast Facilities Div., and Douglas A. Anello and William B. Hawthorne. Safety and Special Services Bureau. ► WHK Cleveland. Ohio, observed 35th anniversary. ► KFH Wichita, Kan., will celebrate its 35th anniversary May 26. ► WMAQ Chicago celebrated its 35th year on the air April 13. ► KGW Portland. Ore., observed its 35th anniversary of broadcasting March 25. ► CHIEF Engineer Harry Broderick, WDRC Hartford, marks his 1 6th year with : the station in May. . ► WSVS Crewe. Va., observed its 10th anniversary April 7 in a series of special programs. ► NORMAN S. McGEE, vice president in charge of sales, WQXR New York, is celebrating his 20th anniversary with the NewYork Times station. ► IOHN 1. ANTHONY, human relations expert, marks his 29th year in broadcasting with a new program, Mr. Anthony, which started April 20 on KHJ Los Angeles offering on-the-air replies to listener-submitted queries. ► COMPLETION of 10 full years on television was marked by Kraft Tv Theatre on May 8. A TOTAL of 1 29 years in the broadcasting business is represented by these four WJR Detroit executives as they celebrate the station's 35th anniversary. They are (1 to r) : Norman White, production manager: Andrew Friedenthal, chief engineer: John F. Patt, president, and William G. Siebert, secretary-treasurer. .Page 120 • May 13. 1957 Broadcasting • Telecasting