Broadcasting Telecasting (Apr-Jun 1958)

PROGRAMS 8 PROMOTIONS GOOD RESPONSE TO RADIO MONTH National Radio Month, successor celebration to the annual week-long event, entered its final week with the array of promotional efforts ranging from community events to the nationwide campaigns of NAB. Electronic Industries Assn., Radio Advertising Bureau and related organizations. The cumulative impact of the month-long drive was generally described as much greater than the effect of the Radio Week of the past. In practically every community radio stations individually and in concert staged promotions that ranged from special programming to spectacular stunts. Congressional leaders joined in paying tribute to radio. Speeches were made in both the House and Senate. Legislators included radio references in their broadcasts back home and in reports mailed to constituents. President Eisenhower and Vice President Richard M. Nixon led government officials in recognizing the industry's achievements. Radio today "may be said to be the very breath of life in the first amendment to the Constitution of the U. S.," Rep. John McCormack (D-Mass.) told his colleagues from the House floor in a speech honoring National Radio Month. "When the Constitution enjoins the Congress from making any law abridging the freedom of speech it extends the infinite blessings of the prohibition by the very nature of things to the electronic miracles of communication," Rep. McCormack said. "Without electronic communication, as we live today, it is almost impossible to think either of the democratic process or modern civilization in the free world. It is for these reasons that I attach such great importance to National Radio Month during May. "Radio stands out as a phenomenon unparalleled in its time, unless it is by tv, in the acceleration of modern industrial progress. ... A self-governed people can never in the future say that inadequate communication was responsible for any of its ills." The House majority leader congratulated the radio industry proper and the NAB for a commendable job and pointed out that "this durable, tireless, relatively inexpensive device . . ." reaches 97% of all American homes. Personal research on radio, Rep. McCormack stated, "reveals a wealth of further data that is, on the whole, illustrative of superior management by private industry . . . with enlightened regulation by government. NAB President Harold E. FeHows and staff executives of the association carried the radio message to many audiences. In addition NAB supplied elaborate kits that included speech material for use by member and non-member stations. RAB, too, sent promotional kits to stations. Kevin B. Sweeney, RAB president, led that organization's staff in addressing Radio Month meetings. President Fellows described radio's circulation and impact in his Washington, D. C, talk, delivered to the Ad Club, including a statement that 27.1 million people now live in homes with fm receiving equipment. He observed that radio and other media "can help to convey to Americans everywhere a Hue understanding of the world in which we live." He added that understanding brings positive action in all the aspects of human relationships. Mr. Fellows added, "Those in both advertising and communications can help keep this country's economy strong by salesmanship which will keep the flow of goods and services moving through the market place." Other broadcasters joined Mr. Fellows in explaining the industry's part in the nation's welfare. Varied station promotions sparked the observance. KMOX St. Louis reported success with its listener contest. The station gave away four Zenith radios a day all through May for the best postcards explaining why listeners like the station. WWJ Detroit had a tieup with high school students aiming at radio careers and gave them disc jockey experience. The station also gave away radios at its two remote locations at shopping centers. Programming included such events as a WPEO Peoria, 111., forum with three executives of major national advertising agencies. A sample promotion was "The Big Surprise" of KCMO Kansas City, with 81 radios given away each week for two weeks to listeners. In Washington, D. C, stations donated 36 transistorized radios at an Ad Club luncheon — two from each station in the area. Another agency idea was used by KNX Los Angeles, which is giving prizes, including a sailboat, to agency executives. The Flint (Mich.) Radio Broadcasters Assn. is running a contest with a two-week vacation at a Lake Huron cottage as the prize. The winner and family will have free use of a boat, free food, free meals out and many other types of service and products. The Tawas (Mich.) Chamber of Commerce is cooperating with WAMM, WBBC, WFDF, WKMF, WMRP and WTAC in the promotion. Over 50,000 entry blanks were distributed around Flint stores. The blanks have provision for information on family size, home and car radios and listening habits. WDON Wheaton, Md., staged two contests, sending out Earl Robbin, disc jockey, to prepare pancake breakfasts as one attraction. American U. radio students ran the station for a day. KBKC Kansas City loaned staffer Chuck Goodman to a high school or college girl for an evening as a contest award. KGFJ Los Angeles carried salutes from a dozen major movie-radio-tv stars. KRIZ Phoenix, Ariz., held a daily KRIZ Quiz based on radio's history, with retail stores participating. Radios were given as prizes. KVOO Tulsa sent scores of regular advertisers bouquets of May flowers via high school girl graduates. The Southern Baptist Radio & Television Commission presented personalized public service awards to 460 stations which carry its Baptist Hour each week. Vocal presentation was made on the program by Paul M. Stevens, who is the commission director. Each Tuesday during May the three stations in Tallahassee, Fla. — WTAL, WMEN and WTNT — broadcast a three-station musical program with a d.j. from each station as host. The public was advised to place three radios around a room to obtain a stereophonic effect. Cooperative announcements have been carried in newspapers and on the air. A combined luncheon of the Pittsburgh Ad Club and Radio & Television Club was addressed by RAB President Sweeney. Art Holbrook, managing director of the Southern California Broadcasters Assn., has addressed numerous organizations in the region, starting with a May 5 talk to the Santa Barbara Advertising & Merchandising Club. WJAM Marion, Ala., cooperated in a Dream-Come-True promotion of local businessmen, with a seven-day trip to Miami Beach for four as the prize. WGN Chicago's observance included a spot campaign in cooperation with the Electric Assn. to combat dangerous and faulty electric wiring in homes. Personalities from the four Fort Wayne, Ind., stations — WANE, WGL, WOWO and WKJG— paraded in a 31-car caravan. Civic officials and leaders participated. Radio personalities were dressed in fashions of the 1920s. At Vero Beach, Fla., WTTB staffers are wearing sport shirt-short outfits with call letters on the back, plus labeled pith helmets. They are known as the Knobby Knees Club. Special feature programs have been broadcast, including the arrest of two staffers for indecent exposure. WXYZ Detroit offered space age news maps, drawing a quick response. ABA Offers Booklet on Canon 35 A transcript of the special Canon 35 hearing during the American Bar Assn.'s House of Delegates meet in Atlanta, Feb. 24, is being offered by ABA to "interested editors, publishers, broadcasters or others in press, radio and television industries." A stenographic summary of the hearing has been published in booklet form, including full statements by proponents and opponents of the canon, which prohibits radio-tv photography coverage of courtroom proceedings. The booklet also contains a reprint of American Bar Foundation committee's report recommending a re-phrasing of Canon 35. The House of Delegates deferred action on a proposed new version until ABA's annual meeting in Los Angeles, Aug. 25-29. Report is being made available as a public service to media representatives and bar members. Views on Every Newscast on WKMH Editorials on state and locals affairs are presented on every newscast over WKMH Dearborn, Mich. Two editorials are prepared daily and Bob Runyon, news director, presents them alternately on the station's hourly newscasts. He reads both editorials on the 7:45 a.m. and 6 p.m. editions. Page 92 • May 26, 1958 Broadcasting