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AIRING
THE NEW
New radio programs worth reading about. No result figures as yet.
Beverages
SPORTS PARADE In a locality with state championship basketball and baseball teams, sports broadcasts are good bets. A variety of advertisers have proved this over KATE, Albert Lea-Austin, Minn.
Sports Parade, a Monday through Saturday feature, as the key sports-in-general program, has been sponsored for the past five years by the Heileman Brewing Co. Aired from 5:45-6:00 p.m., the program hits the man of the family in that brief rest before dinner. Local, state and national sports arc covered with the emphasis on what happens locally. The Sunday sportscast varies with the events of the day.
In addition to sports reporting, the Sports Parade also does a crusading job. The Midget Baseball team, a group of enthusiastic youngsters, was organized by sportscaster Jimmy Delmont two years ago, with promotion via KATE. Local men equipped the boys. Delmont organized and trained them.
Another idea which materialized into something big was the Southern Minnesota Golden Gloves. The build-up, pro motion and organizing were done o\ci KATE. Prize product of this venture was Jackie Graves, an Austinite, who started out in the first Gloves bout at Albert Lea and went on to national honors. KATE is the only 250-watt station outside Minnc apolis that carries a full report of thes( activities.
KATE also has a good record of pla\ by-play broadcasts. Austin's basketball i team has a habit of winning state bas-^ ketball championships, and when possi ble, KATE follows their games straighi through to the finish.
Sponsors have varied in on-thc-spoi game coverage. Baseball has been spon sored by Towne and Skrondahl, sport-ij ing goods store, and St. Paul Clothinc " House, both in Albert Lea. Gildnkk Lageson, men's clothing store in Albcn Lea, has backed football. Todd Motors Austin, sponsored basketball.
AIRFAX: First Broadcast: 1941. |
Broadcast Schedule: Monday through Saturday, 5:45 1 6:00 p.m.
Sponsor: Heileman Brewing Co. Station: KATE, Albert Lea-Austin, Minn. Power: 250 watts.
COMMENT: ^\'hen the advertiser puts tin advertising ball into play with local pride on his side, it's a win for sure. Here, it's ; safe bet that even the non-sports fan fol ,i lows the progress of the home-town boys ^ and the sponsor who identifies himsel! i with civic events is building Grade A good will.
Tobaccof
BASEBALL SCORES Scooping all other radi( stations in Baltimore, Md., with the lat( basel)all results was the strategic drcaii • of Lou Rosenl)ush, young ad manager o ; the AiMii-A-'Lii> Ci{;ar Company, mami I facturers of Eari, Marshal AviiiKR I Gi(;ars.
With the large schedule of night bas^ l)all games this year in l)oth the major an minor leagues, ad-man Rosenl)ush co: (ei\ed the idea of putting the latest avai able s(C)i('s of all (he baseball games o
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RADIO SHOWMANSH