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PROOF 0' THE PUDDING
WLAW Receives Billboard Public Service Award
"This is Greater Lawrence," the program sponsored by Pacific Mills and aired every Thursday evening at 7:15 over WLAW, Lawrence, Mass., has been awarded third place for outstanding public service in the Eleventh Annual radio and television promotion staged by Billboard magazine. The award was conferred in the category assigned to clear channel network affiliates.
Story of the prize winner was given featured play in the March issue of RAD 10 SHOWMANSHIP. The program, produced and directed by Frederick P. Laffey, goes out to the 150,000 residents of Lawrence, Methuen, Andover and North Andover. It has been planned to contribute to the welfare of those citizens. More than fifty representatives of diverse organizations in the area have appeared before the WLAW microphone to tell the stories of their groups to New England listeners. Purpose is to get all groups to understand each other.
So successful has the program been that it has been renewed for its second year on the air by Ernest D. Walen, Pacific's executive vice president.
WQXR Gets Three Renewals
General Foods Corporation has renewed its contract with WQXR calling for morning weather reports and spot announcements in the interest of Birds-Eye Frozen Orange Juice.
With the new contract, which starts May 2, commercial copy will plug Orange Juice for the duration of the eighteenweek contract. Although Birds-Eye has been a sponsor on WQXR since February, 1947, this is the first time the contract has run through the summer months.
Account was handled through Young and Rubicam, Inc.
Two other long term account renewals indicate General Foods Corporation's satisfaction with radio advertising over WQXR.
Maxwell House Coffee, sponsor of the "Dinner Concert" since 1941, has begun its ninth year with the same program, aired Mondays through Saturdays from 6:30 to 7 P.M.
The Yuban coffee contract, calling for a spot announcement campaign was signed for 52-weeks at the same time. These two accounts were placed through Benton and Bowles.
Retail Program Runs Ten Years
A decade of good broadcasting has earned the National Retail Dry Goods Association Award for Distinctive Merit as an outstanding retail radio program for "Kitty Kay."
"Kitty Kay," produced over WRBL, Columbus, Georgia, is sponsored by a local department store. Running fifteen minutes daily, the show has been presented for the past three and a half years by Jean Peterson, the station's traffic director.
Counselor Marks Nine Years in Radio
"The Unseen Advisor" famed human relations counselor whose program is heard by thousands in the Philadelphia area, last week began his ninth year of broadcasting over station WIP, Philadelphia.
Newscast Renewal
Kohler-McLister Paint Co., of Denver, have renewed their two five-minute newscasts each week which are aired over KOA at 10:30 P.M. on Tuesdays and Thursdays. They have added a third newscast on Mondays at 10:30 P.M. Agency was Arthur G. Rippey and Co., of Denver.
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RADIO SHOWMANSHIP