Broadcasting Telecasting (Oct-Dec 1957)

We see more traffic throughout the whole University District and business is up among our members generally." Mr. Ricks called the experiment "a real success" and said, "Everyone is very happy." He expressed confidence that the Commercial Club will use the same format during next year's pre-Christmas season and indicated there is "quite a good possibility" for similar cooperative advertising arrangements in connection with other University District events during the year. A spokesman for KOL summarized by citing two advantages for the participating merchants: "1. Half of their advertising costs, up to a point, are paid by the Commercial Club. "2. They also get advantage of the 312time spot rate (because of the Club's contract) instead of the 26-time or 52-time rate which would otherwise apply to their advertising. "The Commercial Club in turn," he noted further, "spreads its District advertising money over a longer time, and with greater coverage." The plan was approved in advance by the membership of the Commercial Club, including those who had no intention of using the cooperative funds themselves. Club dues are scaled to the size of the business and the distance from the center of the District, and range from $60 to $1,100 a year. The University District Commercial Club has no other radio or television advertising scheduled at present except for an 80-spot pre-Christmas schedule on KJR Seattle running from December 5-23. These 30-second announcements likewise feature the "Magic Mile" jingle and plug the District as a whole. 'Big IT Contest Concludes "Fisbie" has been selected by WHAS-TV Louisville as the name for its ch. 1 1 figure and is registering it as the station's trademark. Chosen from more than 40,000 entries in its "Big 1 1 Name Me" contest [Programs & Promotions, Nov. 4], the name constitutes the first letter of each word in WHAS-TV's slogan: "Foremost in Service, Best in Entertainment." Eleven prizes, including a 1958 Edsel car and ten GE tv sets and appliances, were awarded winners of the contest. Texan's Mating Call Aired on ABN The owner of an air-conditioning plant in Waco, Tex., mentioned in an interview on Don McNeill's Breakfast Club (Monday through Friday, 9-10 a.m. EST over ABN) that he was looking for a wife — preferably a widow with three or four children. To date he has received some 400 letters and more than 9,000 telephone calls from listeners, most of which come from women also searching for a mate. Some of the mail is from people telling him it was heartening to hear there are men who are interested in widows with ready-made families and bachelors have asked him to turn his list over to them after he's taken his pick. Sinatra to Direct Bing Crosby Frank Sinatra again will be teamed with Bing Crosby in a filmed half-hour preChristmas program on ABC-TV's The Frank Sinatra Show Dec. 20, marking the first joint appearance of the two song stylists since CBS-TV's Edsel Show last October. Mr. Sinatra will make his debut as a director with this special musical program. All of the half -hour musicals, starting Jan. 3, will be live [At Deadline, Nov. 25]. Sponsors of the series are Liggett & Myers' Chesterfield cigarettes and Bulova Watch Co., both through McCann-Erickson. Baton Rouge Gum-Beaters Battle Women listeners to WLCS Baton Rouge were invited to see if they could out-talk each other in a "Champion Chatterers" contest it staged at a local theatre. The station offered $50 and a loving cup to the one, out of the 25 starters, speaking the longest. Rules of the contest: Talk constantly at a normal level. All chatter must make good sense. Water only will be taken orally and trips to the ladies room will not be an excuse to quit talking. Contestants started talking all at once and the station aired the proceedings every 20 minutes. After 18 hours, all but two contestants were out of the running for the prizes which also included over 15 contributions from local merchants. The winner, a speech major at Louisiana State U., had to chatter for 26 hours to get the prizes. JUST to make sure Santa Claus would not forget about stopping in Orlando, Fla., this Christmas, several children from that city visited Macy's Santa Claus in New York. They presented him with a gift of Orlando oranges from local children and WHOO, same city. 'Mighty Joe Young' Corresponds To promote "Mighty Joe Young," feature film on Million Dollar Movie, WORTV New York sent tv columnists and trade editors a letter from "Mr. Joseph Young, c/o Civilization, Johannesburg, South Africa." The station also communicated with all real-life Joseph Youngs in a 17-county area surrounding New York, notifying them of the show and presented them with MDM ash trays. ADAM YOUNG, INC. National Rep Reach Your Sales Goal With the Two Best POWffi Pi/TYS in the Detroit Area! GUARDIAN 8LDG. Detroit 26, Michigan J. E Campeau, Pres. Broadcasting December 16, 1957 • Page 105