Sponsor (Oct-Dec 1960)

KYWiswayup in Cleveland! . . . with the most extensive international, national and local news coverage in town. More people dial KYW for News than any other radio station in Cleveland.* KYW Is your Mo. 1 radio buy in Ohio's Mo. 1 market. Represented by AM Radio Sales Co. Westinghouse Broadcasting Co., Inc. SPONSOR ASKS l Continued from jxige 62 l ated in a gigantic summer contest which sent 44 people on an all-expense-paid luxury vacation in Las Vegas. Our popular children's personality. Captain Eleven, has made hundreds of personal appearances, with a record of at least one visit to every town of over 1.000 population in our entire area. KELO-LAND weatherballs on the skyline in Aberdeen. Watertown, Huron. Pierre, and Sioux Falls are a familiar symbol of our operation. These large neon balls predict the weather and sell us at the same time. All of the above are ingredients of one giant sales campaign. We now rank as the nation's 81st tv market. This has been my greatest sale. Its success can be measured by the enthusiastic acceptance of our stations by advertisers at all levels. Robert B. McConnell, ■ -p & general manager. WISH, Indianapolis There have been many great sales of many different sizes at WISH radio and television in the 15 vears ve been associated with the stations. Some have contained elements that were verv complex while others were simple, less complicated sales that required call after call and an extraordinary amount of pavement pounding and hard-sell convincing. I am sure many salesmen agree that their greatest sale wasn't necessarily their largest. I think the greatest sale I ever made was my first sale. Upon separation from the United States Navy in 1945, I joined the sales staff of WISH radio. Since my previous experience had been in programing instead of sales. I wasn't given the prize account list of the station. One of the first accounts I called upon was a local mortuary. They had never purchased any radio advertis ing, and one of the family who ha: died advertising told me that radic couldn't benefit their business. 1 made a suggestion that they sponsnn a 15-minute program of old hit musicj because I reasoned that most funeral arrangements were by older people; I explained it was my impression thai the burden of such arrangements usu ally fell to the eldest brother, son, etc My suggestU" apparently made sense to the mortician. We both agreed that the cog>| should refrain from any "hard sell* and should be strictly identification and institutional. He said he'd try il for 13 weeks, and I quickly produced a contract from my pocket. Then i looked like all was lost. He insistei on reading even word of the fim print on the back of the contract. Af ter the complete reading, he finally signed. The contract was one of the moal important. It started me on a sales career in broadcasting, and it gave me confidence when I was nearly scared to death. I'm sure it wa greatest sale because it started a sales career that has continued for 15 years and is still going strong. STATION PLAN i Continued from page 35 i unsold announcement time." The road to a solution was su^ gested by the media director of art other Chicago shop. In a letter sponsor, he wrote: "Currently, the stations as an ganized group are active in the abov« areas: via the NAB Code certail ground rules are set forth, \etwo policies differ, and agencies art charged with obtaining the best po= sible treatment for their clients from both network and station. "It is essential to eliminate the growing area of confusion, with particular reference to governmental i lationships. I would sav that the NAB should take it upon itself to arrange with the AAAA. the ANA and the networks to set up a special composite committee charged with drawing up regulations satisfactory inasmuch as possible, to all. The regulations should then be adhered to by station, network, agency and advertiser, alike. "Admittedly, this is an ambitiouij project. Nevertheless, it need be so in order t~> provide an equitable set if around rules." f* SPONSOR • 24 OCTOBER 19<