Broadcasting Telecasting (Oct-Dec 1957)

PROGRAMS & PROMOTIONS MOVING a 1,000-pound cake is no easy task as WELM Elmira, N. Y., found out when it transported its 10th anniversary cake from the bakery to a 20-by-20-foot tent in Wisner Park. The station had to hire professional movers to transport the cake 10 blocks and reports that it took about an hour and a half. The movers had to use a fork lift and open truck for the job (see above). WELM invited listeners to stop by for a piece of cake and reports that within a two-day period, more than 6,000 residents took advantage of the offer. The cake contained several hundred dollars worth of gift certificates donated by WELM sponsors and in addition, a contest was held to guess the weight of the cake or the quantity of ingredients used in it. WRFD's 'Cavalcade of Radio' Visitors to the 10th birthday open house staged by WRFD Worthington, Ohio, had a look at the station's special "Cavalcade of Radio" exhibit and took home some of the new sets on display. Sets awarded as door prizes came from one of three units in the exhibit devoted to the latest in radio receivers, antique sets and a chronicle of radio through the years. Antiques in the WRFD display were collected last May in National Radio Week promotion. Audio in one of the early models, a Spartan console with gold leaf finish, came from taped segments of early network shows, featuring "100 Golden Voices of the Past." Peoples Broadcasting Co., operator of WRFD, estimates that 3,000 came to the anniversary exhibit, which is being maintained in the studios as a permanent visitor attraction. Other Peoples stations are WGAR Cleveland, Ohio; WMMN Fairmont, W. Va., and WTTM Trenton, N. J. KiCO's 'Luncheon at DeAnza' A new audience participation show, Luncheon at the DeAnza, has begun on KICO El Centro, Calif., and is broadcast daily from a local hotel of the same name. During the show, guests are interviewed and corsages and prizes are given away. Each Wednesday, the program honors local brides and brides-to-be who are presented with corsages and gifts. During one such promotion last month, a "mystery bride" was chosen by the station. The DeAnza Hotel manager donated an orchestra and agreed to provide a wedding dinner and reception for the mystery bride. Local merchants were contacted by the station and asked to donate a trousseau for the bride and groom, which reportedly resulted in $300 worth of clothes, accessories and cash. The manager of the hotel also obtained a three-day honeymoon for the couple as guests of the Hotel Whitcomb in San Francisco. KICO then contacted Greyhound and the bus line donated round-trip tickets for the couple. The identity of the girl was not revealed until the day of the wedding and she herself wasn't informed until then. KICO listeners were kept in suspense as to the exact date of the wedding and the station gave on-the-air promotion to the stunt for a month preceding the event. WJOB Show Boosts Audience WJOB Hammond, Ind., reports that "voice to voice interaction" on its new Harmony Home program has paid off in audience for the station. Listeners are invited to send in "request to be called" cards and WJOB# calls them at random, airing both sides of the conversation. The idea of "interaction" was conceived by Jerry Mitchell, production manager, as a new concept in block programming at the station. The program features a balance of talk and music. Additionally, guests from civic and social groups are invited to the studios for interviews and listeners can participate by using the telephone to ask questions. WJOB claims top Pulse ratings in Hammond, Gary and three other cities in Calumet areas of two million people as a result of the new concept. Sombrero Network Holds Contest Fifty Madison Avenue timebuyers have been invited to participate in a contest sponsored by the Sombrero Network, according to Richard O'Connell Inc., New York, the network's national representative. The first prize will be an all-expense paid 10-day trip for two to Mexico City and Acapulco and there will be 24-runner up prizes. In 500 words or less, participants are asked to justify their client's use of the seven-station southwestern network, and exploitation of the Spanish language market in the U. S. Judges are Karl Schulinger, American Tobacco Co.; Tom Kerr, Borden Co., and Roger Whitman, Bristol-Myers. WRCA Offers 'Parallel' WRCA New York, in cooperation with the Center for Mass Communications at Columbia U., has started airing Parallel, a new historical series in the Sunday 1:05 p.m. period. The program reports events of a day in the past as they might have been presented through the facilities of today's communication facilities. Kenneth Banghart is narrator, with "on-the-spot" newsmen Gabe Pressman, Bill Ryan, Bob Wilson, Ray Owen and Jimmy Powers featured. KPIX (TV) PLANTS 'MONEY TREE' A new panel-quiz show, The Money Tree, has begun on KPIX (TV) San Francisco and will be regularly telecast from Montgomery Ward's (sponsor) Oakland headquarters. The highlight of the new show is the "Giant Money Tree Quiz," a game of speed and knowledge. Four contestants are given the opportunity to answer questions asked by m.c. Sandy Spillman and if they can't answer, a home-viewer is contacted. Prizes reportedly range to $2,000 per day in value and include washing machines, dryers, tv sets, complete wardrobes and money. Winners select their prize from among balls hung on the Money Tree which contain cards describing the gifts. Mr. Spillman also will conduct audience interviews, a "mystery lady" contest and money quiz as regular portions of the show. A specially designed set and telecasting enclosure is being constructed adjacent to Ward's Oakland store and admission to the show will be by reserved seat only. To introduce the program, KPIX sponsored a luncheon for 12 mayors, city managers, the Oakland Chamber of Commerce and Montgomery Ward officials. In addition, the station sent releases to all area newspapers and special press kits to tv columnists. The columnists also were invited to a closed-circuit program and Ward personnel were given a preview at KPIX's studio. The public greeted the show at another "sneak" performance from the Ward store. PICTURED with a miniature money tree to be used on KPIX (TV) San Francisco's new quiz show are (I to r) Harry Herr, regional advertising manager for Montgomery Ward; Yvonne Martin, Money Tree star; Sandy Spillman, m.c. of the show, and Robert Raab, Ward's group advertising manager. Page 116 • October 14, 1957 Broadcasting