Broadcasting Telecasting (Jul-Sep 1958)

INVITATIONS TO BUY Groundwork was laid the week of July 21 for the fall program selling job of WRCA-TV New York in a series of twice-daily presentations, or "seek previews," as the station's program department and sales staff teamed up to show off a new program lineup to approximately 130 advertising agency men. In morning and afternoon sessions held at the Johnny Victor Theatre in the RCA Exhibition Hall, executives and key radio and tv personnel from Grey Adv., BBDO, McCann-Erickson, J. Walter Thompson, Benton & Bowles and Young & Rubicam heard George Heinemann, WRCA-TV program director, outline the projected schedule. New program ideas were demonstrated through the use of visual aids, kinescope recordings and talks by some of the talent concerned. Also participating in the program discussions with agency people were William N. Davidson, general manager of WRCA-TV and originator of the unique preview idea; Max E. Buck, director of sales and marketing for WRCA-AM-TV; Jay Heitin, WRCA-TV sales director, and several of the station's tv salesmen. In the upper left picture, Mr. Davidson discusses the new schedule with Herbert D. Straus, executive vice president of Grey Adv., after breakfast. On the right, leafing through a folder of the programs unveiled to agency representatives, are Grey Adv. vice presidents John Kuneau, Jules Singer and LeRoy B. Block. WTVD (TV) Sends Giant Postcards In a special promotion of its new 1,500ft. tower, WTVD (TV) Durham, N. C, last week sent out giant-sized postcards with the message "Have wonderful time — You should buy here!" to more than 500 agency timebuyers. The 28 x 43-inch card with a four-color map of the station's new coverage area was delivered by Western Union messenger service. WTVD's tower is the tallest man-made structure east of the Mississippi River and soars 325 ft. higher than its competitor's tower, the station reports. St. Louisans Sub for KMOX D.J. When d.j. Jack Buck of KMOX St. Louis went on vacation the week of July 21, the station came up with a community project to replace the vacationing personality. The station arranged to have four prominent citizens of St. Louis serve as d.j. for a ALL INQUIRI ES CON FIDE N T I AL day at a time, and also chat about their business and community service affiliations. Substituting d.j.'s included top executives of a bank, a utility company, the St. Louis Medical Society and the local Chamber of Commerce. WPIX (TV) Urges Antenna Checks WPIX (TV) New York has launched a month-long promotional campaign to persuade viewers to have their antennas checked if their tv set reception of stations in the New York area is faulty. The station is using up to 25 twenty-second announcements per week, asking viewers to have their antennas checked. Coincidentally, the station is sending letters by Otis Freeman, chief engineer of WPIX (TV), notifying tv service companies of the promotion, and asking them for an evaluation of the reception in their areas of the seven tv stations serving the community. It is Mr. Freeman's contention that the majority of antennas in New York are eight years old, or older, and faulty reception could stem from antennas no longer in satisfactory working order. WEZL 'Weasels' for Publicity WEZL Richmond, Va., has brainwashed Richmond with a week long promotion of its new call letters. It started with station promotions asking listeners to "watch in their neighborhood for the weasel." Following four days on the air promotion, WEZL solicited a sports car from a local dealer, decorating it with WEZL banners and hit the road. All staff announcers took part 'JopA in JowcAA tt m UTILITY RINGS THE BELL, EVERY TIME, FOR TOP NOTCH INSTALLATIONS UTILITY TOWER COMPANY BOX 7022 OKLAHOMA CITY, OKLA. Broadcasting August 4, 1958 • Page 93