Sponsor (Oct-Dec 1960)

and the call letter 5. Attached also, w;i~ a me->agc reading "be on the lookout for holiday programs on KPIX, Channel 5, CBS For the Bay \iva." • KDKA, Pittsburgh, for the third consecutive year, dramatized the holida) season by sponsoring the arrival <>f the city's official Santa Claus. Santa, who arrived on a tugboat, amid a police siren tooting fanfare, water spraying fire boats, sea scouts and the Gateway Clippers, was met on shore by the station's air personalities (and several thousand Youngsters with parents) and escorted to his habitat — for the season — at Home's department store. • WPIX, New York City, for the second consecutive year, will devote four-and-one-half telecast hours, Christmas Day, to a special Christmas Party program for the area youngsters. Manv of the favorite kiddie show stars will be on hand to entertain, and a variety of cartoons will be shown. PEOPLE ON THE MOVE: Soterios Pappas to WTTG-TV. as director of advertising and promotion . . . John A. Serrao from general sales manager to station manager, Stan Anderson from operations manager to local sales manager. Dan Kawakami from program manager to program and operations manager, and George Hooper from tv director to production manager, all at KHVH-TV. Honolulu. Kudos: WTAE, Pittsburgh, recipient of first place, Golden Quill Award, for its coverage of the marathon steel strike . . . WJXT, Jacksonville, Fla., awarded citation from the Protestant Radio and Television Center, Atlanta, for the station's "contribution to the religious life of our nation through its generous public affairs programing" . . . WBTV, Charlotte. N. C. named TV Grand Award winner of the first annual competition among North Carolina tv stations for "outstanding leadership in promoting highway safety," by the N. C. State Motor Club. New quarters: KYW and KYW TV, Cleveland. Ohio, moved into its new broadcasting studios and offices at Sixth St. in downtown Cleveland . . . KNXT, Hollywood, to begin op erations from new studios on Hollywood's Columbia Square, end of this month. Social note: KRON-TV, San Francisco, played host to some 30 Eastbay advertising reps at a luncheon at Trader Vic's in Oakland. 1 December. Sharing the Christmas ideas: KABC-TV, Hollywood, rounded up over 22,000 toys for Christmas distribution to underprivileged children, during its second annual Chucko's Christmas Show for Toys for Tots, 3 December, for the U. S. Marine Corps Reserve. The show, which was held in the L.A. sports arena, drew7 a crowd of nearly 17,000 children and adults. Admission fee: a new tow Happy birthday: WAST-TV, Albany, New York, to observe second anniversary as a vhf, 1 January. RADIO STATIONS The idea of wooing the high school student with new angles is spreading among radio stations. A stunt that seems to be catching on: Specially contrived jingles, incorporating area school names, colors, team names, mottos, etc., aired throughout the broadcasting day. Among the stations that are playing up this audience promotion bit: WHK, Cleveland; WWDC, Washington, D. C; and the three Balaban stations: WIL, St. Louis, WRIT, Milwaukee, KBOX, Dallas. Ideas at work: • WSB, Atlanta, Ga., is still digging out from under the mound of turkey wishbones which accumulated during the station's Thanksgiving Wishbone contest. Hundreds of ingeniously wrapped wishbones poured into the station when the station offered a prize for the largest one. A six-incher made off with the plum. • WAAT, Trenton, N. J., is testing the broadcasting potential of an underground fallout shelter. The station's air personalities: Frank "X", Tommy Bacon, and Harry Newman. were locked into a ten-foot square, eight-foot high shelter by Trenton Mayor Arthur Holland and Congressman Frank Thompson as alert sirens sounded in recognition of Pearl Har bor Day, 7 December. The trio ha\^ been broadcasting all the station pro. grams, with the exception of hourlj five-minute newscasts, from the clos et-sized structure, for the past week The plan, Project 13, Escape, was originated by the WAAT staffers anc approved by the Civil Defense authorities. Crates of survival items canned and dried foods, 30 gallons b water, a chemical sanitation unit games and books, and miles of pre recorded tape to sustain normal broad casting, went into the shelter with the pioneers. A three-by-five foot window in one wall give passers-by a view ol the emergency studio, and the broad casters as thev go about their isolat ed daily routine. • WWL, New Orleans, has set out to raise some $3,000 for their 15th consecutive Toys for Tots campaf This year, as in the past, the stati will adopt all the youthful patients al the city's charity hospital and provide them with toys and a Christmas party. The $3,000 will, with the spfe| cial 50',' discount from wholesaler; make possible some $6,000 worth o toys for the children in the hospit 24 wards. • KGW, Portland, Ore., spenl over $8,000 to promote its KGU Com in unity 62 stunt. Basic idea crossword puzzle containing question about the community and KGW, witl 620 prizes awarded to winners. T kick-off the drive, ads were placed ii over 26 different newspapers. In ad dition, five spots a day were used oi tv, and spots every ten minutes on radio. Some 400 placards were placei" throughout the metro Portland area bus cards on city buses, 30 modeb dressed in black leotards were garbei in brilliant red barrels with the word Love that KGW, on it. and station disk jockeys dressed themselves costumes and made the rounds of ma jor shopping centers, spreading word. Over one million entry blank were distributed. • KALL, Salt Lake City, trie gered a state-wide promotion to pom out its wider coverage and increase* broadcasting hours. The gimmicks (1) tributes to every town and com munity within listening radius and (2) every school in the state is being encouraged to send along the name an outstanding student candidate f< a scholarship to be awarded to thi outstanding student of the year. 72 SPONSOR • 19 DECEMBER I960