Broadcasting Telecasting (Jul-Sep 1958)

OPEN MIKE CONTINUED PULSE 1958 ksl radio is FIRST in EVERY QUARTER HOUR MONDAY THRU FRIDAY Big KSL Radio again proved that it's truly the "Big K". Not only big in power (50,000 watts reaching an 87 county market) but big in audience as well ! KSL won the whole pie in Greater Salt Lake, winning a first in every rated quarter hour, Monday thru Friday, in the Greater Salt Lake 4-county survey ! So put your clients on the station that is number one in power and audience — "The Big K". KSL radio / 50,000 WATTS CBS for the Mountain West \ Represented by CBS Radio Spot Sales Page 22 • July 7, 1958 community observances of "High School Days," giving young people a chance to work alongside the "pros" in various departments concerned with the airing of radio and tv programs. And some stations devote a portion of air time each week to youngsters to report the "news" of their circles. But the station personnel to whom I take off my cap are those who have developed internship programs, affording students the opportunity to earn that invaluable experience that's become a prerequisite to getting a job. There are advantages to the station, too. The immediate advantage, of course, is the fact the station suddenly has a larger news staff, rapidly learning the ropes. And once these young apprentices have latched on to the station's policies and practices, they're likely prospects for becoming permanent employes upon graduation. What this all boils down to is an appeal to the nation's broadcasters to wake up to a problem they'll soon be discovering, if they haven't already: there just are not enough well-trained young recruits. No doubt there'll always be deep-voiced announcers to read wire copy (at least until the dwindling supply of journalism students begins affecting the wire services, too); but no station should be satisfied with nothing more than deep-voiced announcers who know little or nothing about news reporting. Certainly, the need for the trained, backgrounded, news-minded reporter was never greater. Rod Gelatt Dept. of Journalism & Communications Washington & Lee U. Lexington, Va. Preached, Practiced, Paid Off editor: The March 3 1 Monday Memo [by Douglas E. Anderson, president, Anderson-McConnell agency, Los Angeles] said "It's time to realize that tv is not the client's opinion or the client's words but only the client's facts delivered from people to people," and, "agencies and their clients seem to forget the 'back fence' type of conversation." Jim Hunter, producer-m.c. of our Bingo at Home, using Mr. Anderson's thesis as his guide, convinced agencies to let him do "back fence" commercials, just face-to-face ad lib. After trying this daily for nine weeks, everyone concerned is happy with the results, and all want to continue. This week's issue of Channel, a local television guide, comments as follows: "Sponsors of Bingo at Home have given Hunter a free hand in presenting their message to the viewer. He visits plants and stores of his sponsors and brings back a wealth of selling information. His informal sales pitches have definitely made a hit with his audience." It works! Cleo Bedford Promotion Dept. KTVW (TV) Seattle-Tacoma, Wash. Broadcasting