Broadcasting Telecasting (Apr-Jun 1957)

FLEXIBILITY There are all kinds, but in Los Angeles television the advertiser who takes the cake is the one who grabs the opportunities. With KTTV, the flexible independent, the ability to move quickly is normaJ. even innate. That's why KTTV has time and again improved its advertisers' positions in television by swift, fortuitous moves of programs into opportune time periods. That's why, also, KTTV is the first— and the lastplace to check before you decideonTVin LosAngeles. KTTV's flexibility is the perfect complement to the turbulence that is Los Angeles television. In Los Angeles television, be a flexible buyer. Los Angeles Times-MGM Television fl Represented nationally by B LAIR-TV Page 28 • May 20. 1957 IN PUBLIC INTEREST L. A. Stations to Aid CP Assn. ALL radio stations of the Los Angeles area are joining in a concerted drive to help make the fund-raising campaign of United Cerebral Palsy Assn. in that city an outstanding success. From 7 p.m. Wednesday to 9 p.m. Thursday the 23 radio stations will devote all their public service time to this cause. The last two hours of the concerted radio effort will coincide with the Thursday evening doorbell ringing, the contribution solicitation of UCPA's Golden Deed Brigade. WTIX DJs Aid Safety Campaign WTIX New Orleans disc jockeys took an active part in that city's safety campaign. They went to a dangerous intersection and acted as traffic directors to protect school children crossing the street. The disc jockeys —Larry Wilson, Mike Secrest, Ken Karlton and Richard Fahey — were dressed in white pith helmets, carried whistles and were accompanied to the intersection by the WTIX mobile news unit. A series of direct reports to the radio audience kept the city aware of what was happening. As a result of the campaign, the police department said it would assign a patrol to protect the children. WMGM Listeners Buy Ambulance A fully-equipped ambulance, valued at $4,000, was recently presented to officials of the Knickerbocker Hospital in New York by "Bi^ Joe" Rosenfield Jr., conductor of the Happiness Exchange program over WMGM New York (Mon.-Sun. 12 midni^ht-3 a.m. EST). Listeners to the program contributed funds for the ambulance. Last year listeners provided funds for a 20-bed "Happiness Exchange" ward at the hospital. KMTV (TV) Salutes Medical Education KMTV (TV) Omaha recently presented a live salute to Medical Education Week with a special show, the story of Omaha's Children's Memorial Hospital. The show traced the course of a patient through successful surgery, from the time he was admitted to the completion of the operation. Viewers were taken on a tour through the hospital and into the operating room during the program, entitled Thirteen For Billy Gray. Auction on KCMC-TV MORE than $10,000 was raised by the Optimist Club of Texarkana, Tex., in a 13hour television auction on KCMC-TV Texarkana. Proceeds from goods and services contributed by local merchants went into a fund to send members of the local Boys Club to summer camp. Donors Respond to WHB Appeal A REQUEST for a rare type of blood, needed for transfusions for a critically ill Kansas City man, was aired by WHB Kansas City, on the Eddie Clarke Musical Clock program. Response was immediate, the station said, and the necessary blood type was obtained, saving the man's life. UPSTREAM Selling products is an upstream battle in today's competitive market. It takes power to make headway ... to channel advertising skillfully over shoals and into homes of receptive prospects. WSAZ-TV can do this for you in the rich Ohio River market. Blanketing 69 important counties with half a million TV homes, its power is measurable both in ERP and in viewer acceptance, persuasive selling. No other medium approaches WSAZ-TV's broad popularity. Niel sen shows (for example) a nighttime, weekday superiority of 100,580 homes for WSAZTV over the next-best station. This kind of penetration and preference gets advertising results . . . and can propel you to new sales levels in America's industrial heart. Any Katz office can help you harness WSAZTV to get you upstream faster. HUNTINGTON-CHARLESTON, W. VA. sir.©.©. Affiliated with Radio Stations WSAZ. Huntington & WKAZ. Charleston LAWRENCE H. ROGERS, PRESIDENT Represented by The Katz Agency Broadcasting Telecasting