Broadcasting Telecasting (Apr-Jun 1959)

clock. No commercials go in here. Programs flow past the hour mark and end on the quarter-hour. None of the "music maker" personalities uses a theme song, but at the quarter-hour change point, the one on duty announces who's up next and what music is on tap. This is followed by a "T.N.T." (time, news, temperature) segment of two minutes and then the programming announced previously. The new show is not introduced until the first tune is over. WJBW programs newscasts 15 minutes before each hour, with an eye to beating the competition. In its effort to stabilize dials at the WJBW frequency, the station has added a monkey mascot. The animal makes promotional appearances in a shirt labeled, "Don't monkey with the dial. Leave it on WJBW." Other Tarlow stations are WWOK Charlotte, N.C.; WHYE Roanoke, Va.; WARE Ware, Mass., WHIL Boston. Fast wind up WFBC Greenville, S.C., had to wind up an auto treasure hunt 1 0 days ahead of schedule as the search reached an early fever pitch. The treasure: buried keys to a Renault automobile. At the climax of the promotion there were 10,000 Greenville people scouring grounds of the city's Cleveland Park. The search ended a half-hour after the final clue was broadcast. Indicators of community interest: office personnel in Greenville businesses were required to type lists of clues for workers to use during lunch and off-duty hours; 25 policemen were needed for traffic at the height of the hunt; the sound of WFBC dominated the hunt search area, and the event got a five-column picture spread in the morning paper after a dairy worker claimed the automobile. It took listeners 18 days to run down the treasure, which originally was scheduled to take 28 days to find. 'Party Line' pasttime Two announcements on the KDKA Pittsburgh conversational program, Party Line (nightly 10 p.m. -midnight), brought more than 3,000 requests for lists of 101 baseball players' nicknames. The list was compiled by the show's host, Ed King, after two listeners sent in a few baseball players' nicknames for him to quiz the audience. Mr. King added names to the list and many listeners have submitted others. For quiz purposes the list is divided into categories such as geographical (Germany Schaefer, Dixie Walker), occupations (Butcher Boy Benz, Preacher Roe), food (Pie Traynor, Pepper Martin), menagerie (Hippo Vaughn), chorus line (Minnie Minoso), rhymes (Ping Bodie, Bing Miller; Rube Waddell, Boob McNair) and others. Baseball is a popular Party Line topic following KDKA coverage of the Pittsburgh Pirates' games. Food for thought on KOA KOA Denver, Colo., received more than 600 letters after an Army neuropsychiatrist's talk about communist methods of brainwashing. Without exception the letters asked for more of the same type of programming. In answer to the requests, KOA has scheduled Challenge to Thought (Sunday 8:05-9:30 p.m.) . The series includes tapes of talks given at universities and other institutions of learning. Arlett takes NTA prize Don Arlett, promotion manager, KTVU (TV) Oakland, Calif., has been named first place winner in NTA Television Network's "Shirley Temple Promotion Contest," Martin Roberts, NTA promotion director announced Thursday (May 7). Mr. Arlett receives a vacation trip for two in Mexico for his promotion last fall of NTA's Shirley Temple Film Festival series. Other promotion managers receiving prizes include: Steve Shannon, KPHO-TV Phoenix; Vera Schulte, WCPO-TV Cincinnati; Murray Tesser, WHYN-TV Springfield, Mass., and Katie Ferguson, KONO-TV San Antonio. Political pull Who listens to radio during the evening hours? Who, to narrow it down a bit farther, listens to "talk" programming in the evening? Who, to be specific, listens to Opinion Please, program featuring telephone calls from people who want to speak for or against some topic of current public interest, broadcast 9:05-10 p.m. on KNX Los Angeles? To get the answer, KNX offered a map of Los Angeles County Assembly and Congressional Districts with a roster of public officials free on request in one announcement on Opinion Please. The result: 1,508 requests. Says KNX: "Only mature radio programming directed to attentive audiences can bring that kind of results." Lincolnesque listeners WKCB Berlin, N.H., took the occasion of Lincoln Sesquicentennial Year to find its own candidates for the Lincolns of tomorrow. In a high school contest, conducted with the cooperation of teachers and civic leaders, four students were found with "characteristics and morals exemplified by Abraham Lincoln." A tour of Washington, D. C, accompanied by WKCB news director Charlie Ross was awarded the winners. New Hampshire listeners heard them in a beeper phone interview broadcast by WKCB. The youngsters also took back FAMOUS BRAND* 3 D's A blacksmith's mistake gave Dan Waggoner a new cattle brand • — three backward Dan decided to keep i ANOTHER FAMOUS BRAND OF THE TEXAS PANHANDLE There's no mistake about the mark that the K-7 brand is making on the great High Plains! It's tirst in Amarillo in total rating points, three nights out of the week — with four of the top ten shows. Let the enterprising K-7 outfit introduce your brand to a vast, rich marketing area. K VII -TV amarillo, texas Brokers and Financial Consultants Television Stations Radio Stations 50 East 58th Street New York 22, N. Y. ELdorado 5-0405 ADVERTISING IN BUSINESSPAPERS MEANS BUSINESS In the Radio-TV Publishing Field only BROADCASTING is a member of Audit Bureau of Circulations and Associated Business Publications BROADCASTING, May 11, 1959 103