Sponsor (Oct-Dec 1960)

With stiffening station competition, SPONSOR ASKS: What's ahead for radio programing in 1961? Bill Schweitzer, programing (ind promotion director, WEBR Buffalo A completely new concept in radio programing originated here in Buffalo about two months ago. WEBR's entire programing structure is based on a "sing along" format. WEBR devotes a large percentage of its airtime to playing numbers "Sing Along" music; audience participation is proven attraction from "sing along" albums. Because at this time there is not yet enough first rate "sing along" numbers to fill out more than approximately 50% of WEBR's programing day, other selections which match in mood, spirit or nostalgia the "sing along" albums will round out the musical structure. In my mind, the greatest value of our "sing along" format is that it enables our audience to actually participate in the WEBR programing, and so achieve a closer identity and rapport with the station. "Sing along" selections constitute happy, wholesome, well-accepted music with mass appeal — and something entirely new as a radio format. This, and its very simplicity, made us feel that WEBR would have majority appeal programing' with its new format. As the originator of "sing along" as a complete programing format, I am particularly pleased to see that il is catching on at stations all across the country. WMNI, Columbus, has already adopted it and WMIL, Milwaukee i planning to do so. We supplied these two stations with intion and material through their \Ko WABC, New York, ran along" programing for two IS a special promotion. Recordings in Dallas jumped on the band wagon by waxing a series of "sing along" station breaks. A heavy promotion campaign, selling the concept as fun radio, continually adds to the local excitement and meshes with programing details. Numerous half-page ads are placed in local newspapers. In addition, we had published elaborate tabloids that were recently included in the Sunday Courier-Express circulation 380,000). These tabloids, designed with a Gay '90's motif, contained lyrics to some 200 "sing along" numbers. They were designed for listeners to keep and use to sing along on WEBR when (or rather if) they were called on the telephone. This will enable listeners to actually sing along on the air, and this is the crux of promotions. Most of the half-page ads featured the lyrics of the "sing along song" for today, and photos of the recording artists. All the ads played heavy on the theme: WEBR 960 Sing Along Radio. In addition, 50,000 table mats on the "Sing Along Club," containing a large coupon were distributed to every major restaurant in Buffalo and western New York. Station identification promos were cut by Mitch Miller for WEBR as well as a halfminute congratulatory message to the station by Mitch. Recently we inaugurated a contest at WEBR based on Roulette Records' new waxing "Dominick the Donkey" by Lou Monte. Each time the number is played (and we play it numerous times a day) a card is pulled with a listener's name on it (they are asked to send in names on postcards). Each winner receives copies of the platter. At the conclusion of the contest, a "grand winner" will receive $100 worth of toys, which will be delivered by Santa riding on a donkey named Dominick instead of a reindeer. Having originated the idea, I was gratified to learn that deejays in a number of stations picked up variations of the contest: WJZ. Baltimore, WLOB, Portland, Me; WORC, Worchester, Mass; WICE, Providence, and WCOP, Boston. Manning Slater, general manager, KRAK, Sacramento To the time-honored music and news format, KRAK had added a third programing entity. To our way . of thinking, the programing of the future will be music, news, and community service. Naturally, a fundamental component of community service is news — news which is comprehensive, fastbreaking and accurate. Consequently, KRAK has joined the Mutual Broadcasting System to supplement our own news coverage. Thus KRAK schedules at least two complete newscasts each hour. Our non-network news is almost completely local and regional. But, of course, full community service must go much farther than good news coverage. At KRAK, we have adopted the magazine concept of service programing. We schedule numerous special reports and features to appeal and aid various segments of our listening audience. In addition to weather and time checks, we also program traffic reports, skiing conditions, fishing reports, gardening tips, household and beauty hints for the ladies, sports schedules for the men, bowling news. etc. KRAK's music policy has also been extensively revived to conform to our community service approach. On 10 October, 1960 KRAK changed from being a so-called formula station relying on hit records to its cur SPONSOR • 26 DECEMBER 1960