Broadcasting Telecasting (Apr-Jun 1958)

most HAPPY select these fine Radio Stations "You Get Results From Radio!" has been one of the industry's proudest watchwords. Here, with four more prize-winning examples to prove that aggressive salesmanship plus top station production plus "Radio Hucksters & Airlifts" service makes for MOST Happy Sponsors. If you are a non-subscriber and would like a demonstration disc with the whole story in these stations own words, drop us a card. KPHO, Phoenix, Ariz. KPHO's success with jingle commercials is founded on one of radio's most imaginative production staffs. Jingles run the sponsor gamut from department store, furniture, auto dealer to dry cleaner and laundry, using Radio Hucksters jingles, attention getters or theme music as a base, and mixing with verse lyrics and music by station's own announcer and vocalist. The result sounds completely custom-built . . . and the sound is great. WHBY, Appleton, Wis. WHBY likewise, 'mixes up' various Radio Huckster units for custom-built effect; case in point, the Matthews U.S. Tire Co., a steady advertiser who wanted a new approach to Radio. This Happy Sponsor's report "selling tires galore" is the result of what WHBY calls "its new type of selling service ... a salesman takes out a produced spot including a Lang-Worth jingle which effectively features the Sponsor's business or his product . . . plays the spot for the Sponsor in his own place of business." WWOK, Charlotte, N. C. General Manager Jack Wheeler summarized "we never had it so good . . . just one account, McCoy's Service Centers paid more than double the cost of the LangWorth service, a firm year and a half contract and still on the air . . . one of many Lang-Worth sales we have made here at WWOK." Mr. Wheeler's conclusion: "But Radio Hucksters won't sell themselves sitting in the file. You've got to take them out, prepare something for the advertiser before you sell him." WEJL, Scranton, Pa. Hugh Conner reports the solution to the problem of selling an additional program to an already Happy Sponsor, Scaluba Dodge-Plymouth Motors. The show, early morning "Sports in a Coffee Cup," is bringing the Sponsor "fantastic results", featuring Radio Hucksters used car jingle as the tag. We salute WEJL as a "Most Happy Sponsor" station for the second successive month. These and many other progressive stations combine their top production and sales know-how with Radio Hucksters & Airlifts to win most happy sponsors. Let Radio hucksters & Airlifts make the difference to your station. Contact I NG-WORTH ITU RE PROGRAMS, INC. 5 5 Broadway, New York 19, N.Y. IN PUBLIC INTEREST $100 Million Given by Ad Council In Drive Against Forest Fires American advertising — advertisers, agencies and media, working through the Advertising Council — has contributed more than $100 million to the forest fire prevention campaign symbolized by Smokey the Bear, saving the American public $10 billion that otherwise would have been lost through timber destruction alone, says De Witt Nelson, director of the California Dept. of Natural Resources. Speaking at a joint session of the Los Angeles and Hollywood ad clubs in honor of the Advertising Council, Mr. Nelson paid tribute to Russell Z. Elder, advertising manager of Sunkist Growers Inc., volunteer coordinator of the campaign, and Foote, Cone & Belding, its volunteer agency. For 17 years they have worked to educate the public to be careful not to start a fire that might destroy a forest. This campaign, symbolized by Smokey the Bear, is not only the longest continuous campaign of the Advertising Council but actually predates by a few months the formation of the Council itself. WEATHER ALERT • WJR Detroit will utilize the Conelrad "one thousand cycle tone" to warn Michigan residents of tornados or other major weather disturbances, on a year-round basis. The "tone" signifies that emergency conditions exist and triggers radio receivers that are designed to be activated at the "pulse" of the tone signal. The alert system is used at the direction of officials of the U. S. Weather Bureau. TRAFFIC TALLY • WWDC Washington broadcasts daily reports of traffic deaths occurring in Washington, Maryland and Virginia. The number of fatalities is aired three times a day on weekdays, and more frequently on weekends. Specially prepared, original traffic safety tunes precede the announcements. ON THE ROAD • KYA San Francisco broadcast an appeal to alert an Air Force officer and his family who were traveling from Texas to California that their sevenweek-old daughter had been exposed to a rare and dangerous form of measles in Houston. The family was driving near Fresno when it learned from the broadcast that the child needed immediate medical attention. The officer rushed the girl to a San Francisco hospital where she was pronounced "out of danger," the station reports. SUNCOAST SAFETY • WSUN St. Petersburg, Fla., has inaugurated a new program in an effort to reduce area traffic fatalities. Traffic reports are broadcast from the St. Petersburg Police Dept., Tampa Police Dept., Pinellas County Highway Patrol and the Hillsborough Highway Patrol during the 4-6 p.m. show. Also aired from 5-6 p.m. on Saturdays, the program features recorded music with host d. j. Earl Wood. Broadcasting Publication* Inc. Sol Taishoff President H. H. Tash Secretary Maury Long Vice President Edwin H. James Vice President B. T. Taishoff Irving C. Miller Treasurer Comptroller Page 20 • April 7, 1958 BROADCASTING* TELECASTING THE BUSINESSWEEKLY OF TELEVISION AND RADIO Published every Monday by Broadcasting Publications Inc. Executive and Publication Headquarters Broadcasting • Telecasting Bldg. 1735 DeSales St., N. W., Washington 6, D. C. Telephone: MEtropolitan 8-1022 EDITOR & PUBLISHER: Sol Taishoff MANAGING EDITOR: Edwin H. James SENIOR EDITORS: Rufus Crater (New York), J. Frank Beatty, Bruce Robertson (Hollywood), Fred Fitzgerald, Earl B. Abrams NEWS EDITOR: Donald V. West SPECIAL PROJECTS EDITOR: David Glickman ASSOCIATE EDITOR: Harold Hopkins ASSISTANT EDITORS: Dawson Nail, Jacqueline Eagle STAFF WRITERS: Frankie Pelzman, Myron Scholnick, Benjamin Seff, Ann Tasseff, Jim Thomas EDITORIAL ASSISTANTS: Rita Cournoyer, Richard Erickson, Coleen Rothenberg SECRETARY TO THE PUBLISHER: Gladys L. Hall BUSINESS VICE PRESIDENT & GENERAL MANAGER: Maury Long SALES MANAGER: Winfield R. Levi (New York) SOUTHERN SALES MANAGER: Ed Sellers PRODUCTION MANAGER: George L. Dant TRAFFIC MANAGER: Harry Stevens CLASSIFIED ADVERTISING: Doris Kelly ADVERTISING ASSISTANTS: John Henner, Ada Michael, Lois DeShields COMPTROLLER: Irving C. Miller ASSISTANT AUDITOR: Eunice Weston SECRETARY TO GENERAL MANAGER: Eleanor Schadi CIRCULATION & READER'S SERVICE MANAGER: John P. Cosgrove SUBSCRIPTION MANAGER: Frank N. Gentile CIRCULATION ASSISTANTS: Gerry Cleary, Christine Harageones, Charles Harpold, Marilyn Peizer BUREAUS NEW YORK 444 Madison Ave., Zone 22, PLaza 5-8353 Editorial SENIOR EDITOR: Rufus Crater BUREAU NEWS MANAGER: Lawrence Christopher AGENCY EDITOR: Florence Small ASST. NEW YORK EDITOR: David W. Berlyn NEW YORK FEATURES EDITOR: Rocco Famighetti ASSISTANT EDITOR: Frank P. Model STAFF WRITERS: Margot Holland, Diane Schwartz Business SALES MANAGER: Winfield R. Levi SALES SERVICE MANAGER: Eleanor R. Manning EASTERN SALES MANAGER: Kenneth Cowan ADVERTISING ASSISTANT: Donna Trolinger CHICAGO 360 N. Michigan Ave., Zone 1, CEntral 6-4115 MIDWEST NEWS EDITOR: John Osbon MIDWEST SALES MANAGER: Warren W. Middleton. Barbara Kolar HOLLYWOOD 6253 Hollywood Blvd., Zone 28, HOIIywood 3-3148 SENIOR EDITOR: Bruce Robertson WESTERN SALES MANAGER: Bill Merritt. Virginia Strieker Toronto, 32 Colin Ave., HUdson 9-2694 James Montagnes SUBSCRIPTION PRICES: Annual subscription for 52 weekly issues $7.00. Annual subscription including Yearbook Number $11.00. Add $1.00 per year for Canadian and foreign postage. Subscriber's occupation required. Regular issues 35* per copy; Yearbook Number $4.00 per copy. SUBSCRIPTION ORDERS AND ADDRESS CHANGES: Send to BROADCASTING Circulation Dept., 1735 DeSales St., N.W., Washington 6, D. C. On changes, please include both old and new addresses. BROADCASTING* Magazine was founded in 1931 by Broadcasting Publications Inc., using the title: BROADCASTING*— The News Magazine of the Fifth Estate. Broadcast Advertising* was acquired in 1932, Broadcast Reporter in 1933 and Telecast* in 1953. •Reg. U. S. Patent Office Copyright 1958 by Broadcasting Publications Inc. Broadcasting