Broadcasting Telecasting (Apr-Jun 1957)

In The SCRANTON MARKET EVERYBODY LOVES A SURE THING DERBY. CONN., bought out all availabilities on WADS in neighboring Ansonia last week. The city and its merchants staged the "Derby Salutes WADS"' week for two reasons: (1) Derby merchants were upset because the station stole all the business on Washington*s Birthday with its promotion in behalf of Ansonia merchants and (2) Derby wanted the success story repeated for itself. Just one year old this month, WADS was founded by former CBS news reporter-producer Sydney E. Byrnes. The station is a 500 w daytimer on 600 kc and serves the Naugatuck valley. Ansonia merchants earlier this year decided to stay open for business Feb. 22 and WADS went all-out to promote the event. Ansonia was "mobbed" that day, merchants and police reported. But in succeeding on one hand, WADS offended on another. Derby merchants felt they "had been taken over." The Derby Merchants Assn. called Mr. Byrnes on the carpet. In the discussion the first anniversary of the station came up. The result: Derby merchants asked WADS "to do the same for us" through a week-long "Salute to WADS" promotion. It was held all last week. Here's howit turned out: • WADS broadcast all programs direct from Main Street, Derby. • All merchants voted unanimously to saturate the station individually for one week beginning on May 13 and ending May 17. • The Merchants Assn. voted unanimously to saturate with spots on behalf of all the merchants. • WADS took billboard posters all over the valley announcing the anniversary promotion. • The biggest and oldest department store in Derby had a display in its window congratulating WADS and displaying pictures of all the staff. • Full orchestra played live throughout the afternoon from Derby. • Souvenirs, prizes, etc. were given to people interviewed on the air. • Photographer took pictures of all people interviewed. • Pictures given as souvenirs of the anniversary and autographed by station personality doing the interviewing. • Newspaper ads read "Derbv Salutes WADS." • Congratulating tapes were aired from the governor, two senators, two congressmen and one mayor. • All broadcasting done from a gigantic flat top truck decorated by a local florist. • Banners on every merchant's window for whole week. "WADS — Congratulations— First Anniversary." Mr. Byrnes now is waiting to hear from the adjoining cities of Shelton, Seymour and Oxford. WBC Train, Terminal Posters To Sell Commuting Ad Execs NEW YORK ad men living in Westchester County, Conn., will have little chance to avoid exposure to Westinghouse Broadcasting Co.'s latest format promotion because the firm plans to aim at them coming and going — commuting, that is. WBC, which is pushing music-news-service spots, says it will place over-door end cards in depth on commuter trains serving both Westchester and the Hudson River Valley through Transportation Displays Inc., New York. Possible use of platform posters and "Diorama" displays in Grand Central station and major New York airports also is being considered to boost ad executive coverage. The campaign, whose theme is "There's a "Howard E. Stark RADIO and TV*** oTOWVT EL 5-0405 SO EASTT 53th STREET NEW YORK 22. Y" SOUND difference on WBC radio." will support trade publication and direct mail activities. The schedule was worked out among David E. Partridge, WBC national advertising and sales promotion manager: Philip Everest, vice president of TDI; and Ketchurn. MacLeod & Grove Inc., WBC's agency. 'Cisco Kid' Boosts Milk Sales THE Leatherwood Co. (Leatherwood homogenized milk), Bluefield, W. Va., sponsor of Ziv Tv programs' Cisco Kid series on WHIS-TV Bluefield, credited a promotion held on behalf of the series with helping to sell 15,000 cartons of milk in a two-day period. This was described as a 500% increase in sales over the average weekend. To introduce its new half-gallon carton, which features photos of the title character of the series and his companion, Pancho, Leatherwood attached a Cisco Kid tumbler to each package for two days and promoted the offer on the station and in newspapers. W. S. Brank, general sales manager of Leatherwood, said he was "extremely gratified'' about the community's response to the series and attributed "direct long-range sales gains to this fine show." Chart based on average Pulse ratings for 12 quarter hours . . . 6:00 to 9:00 AM . . . November, 1956 li W A B C D E all £ OTHERS J For 27 years, Scranton't fop salesman, Bill Pierce dominates the audience in eight ^m Pennsylvania counties served by WEJL. &S&MEEKER BROADCAST MUSIC, INC. /589 FIFTH AVE., NEW YORK 17, N.Y. AtW YORK CHICAGO • HOLLYWOOD • TORONTO • MONTREAL Broadcasting • Telecasting May 20, 1957 • Page 95