Sponsor (Jan-Mar 1962)

$850,000 over an 18-month period for a series of specific presentations to key advertisers. The program, tagged Radio Test Plan, offers counsel and research to advertisers in 24 top markets which enables them to test radio's ability to solve specific marketing problems. The aim: to increase the medium's national revenues by $30,000,000 within the 18 months. RAB plans 60-90 tests. WROW and WSNY have been linked together by Capital Cities at a combination rate for coverage of Albany, Schenectady and Troy. Capital has been making the announcement in a series of presentation-luncheons to New York buyers. Ideas at Work: WIL, St. Louis, to celebrate its 40th anniversary, conducted a cake baking contest, with $100 as first prize for the most creative baker. The winning entry: a three-layer, 50-pound cake featuring a complete story of each WIL operation, including news, weather and music, on each layer . . . KOOK, Billings, reports a tremendous response to its early March musical feature — the Russian Top 40 Hits, recorded in Kalin Square, Moscow. Financial report: Storer Broadcasting net earnings for 1961 were $4,453,682 or $1.80 per share compared with $5,062,668 or $2.05 per share in 1960. Fourth quarter gross revenues and earnings indicated an upward swing, with the net earnings 13.9% higher than in the same period of 1960. Gross revenues from radio and tv sales were 7% higher. In high gear: That's how WHIH, describes its position in the Norfolk market and to dramatize the fact, the station refers to itself as "WHigh-H Radio." It's owned by Providence Radio Inc., headed by Tim Elliot. Sports Sale: For the fifth consecutive season Oak Park Federal Savings and Loan Association has renewed its share of the Chicago Cubs scheduled on WGN. 66 Happy anniversary: To KMHT, Marshall, Tex., celebrating 15 years of service to East Texas . . . WSB, Atlanta, a pioneer outlet, now on the air 40 years. Kudos: Four femmes at KMOS were honored by Downtown St. Louis. Inc.: Alice Koch, assistant to the general manager, Aline Daly, promotion director, Josephine Anthoney, fashion expert, and Taffy Wilbur, women's sports reporter . . . WOR, New York got an official citation from the city on its 40th anniversary, for public service through the years ... A George Washington Honor Medal of the Freedoms Foundation at Valley Forge went to "The Good Life," a weekly 15-minute show produced by the radio-tv division of the Episcopal Church and syndicated to some 300 stations around the world . . . KOIL, Omaha, won the first annual Community Relations Citation of the Cornhusker Lodge, B'nai B'rith . . . Certificates of Appreciation went to WJR, Detroit and its sports director Bob Reynolds from the Greater Lansing Jaycees and the United States Junior Chamber of Commerce. Station restored: When KIT, Yakima was completely destroyed by fire back in August, it lost only three hours of broadcast time, returning to the air with make-shift and borrowed equipment. This feat is matched only by the speed with which new and modern studios have been built — KIT is now settled in an attractive new building at 114 South 4th Street. PEOPLE ON THE MOVE: Gerald S. Blum to general sales manager at WQXI, Atlanta . . . Dwight L. Case to station manager of KSDO, San Diego . . . Douglas Cambell to national sales manager at KABC, Los Angeles . . . Bernard Mann to general manager of WEAV (AM & FM), Plattsburgh, N. Y. . . . Tom Heapes to account executive at WIL, St. Louis . . . Paul Lazzaro to director of information services at WBBM, Chicago . . . Daniel W. Kops, president of WAVZ, to president of the United Fund of Greater New Haven for 1962 . . . Malcolm C. Wolff to director of advertising at WBMD, Baltimore . . . Robert J. Holmes to account executive at WEJL, Scranton .. . Walter Carpenter to public service director at WDGY, Minneapolis-St. Paul . . . Dale Lutz to sales manager at WCOL, Columbus, Ohio . . . Betty Ann Hudson to sales promotion director and Jack Watkins to account executive at KRLA, Los Angeles . . . Lee Eneff to account executive at KTVH, Wichita . . . Howard L. Wheeler to the sales staff of KABC, Los Angeles . . . John Dickson to director of publicity at KLAC, Los Angeles . . . Lorrie Barofsky to promotion director at WIBG, Philadelphia . . . Lu Bassett to account executive at WSAI, Cincinnati . . . Mike Ditka to the sales staff of WLS, Chicago . . . Bill C. Baldwin to vice president and general manager of KIDA, Des Moines. Harv Hon; the nali juis mis gavi pas gen Jr. PEI Networks Edgar J. Scherick, ABC-TV sales chief, gave the ANA workship on tv advertising a run-down on his network's strides in the area of news and public affairs. New bureaus in Paris, Moscow, Rome, Berlin and Buenos Aires, and four across-the-board news programs (to 1960's one) were among the year's accomplishments. Future plans include a series of instant news specials (a la the Gulf deal on NBC) and more documentary series. Sales: NBC TV reports the following: "Vive Judson McKay!" to Brown & Williamson (Bates) and Scott Paper (JWT) . . . Eastman Kodak (JWT) bought participations in eight nighttime shows, commencing in May . . . R. J. Reynolds (Esty) renewed its alternate week in "Sing Along with Mitch" for next season . . . Seven-Up (JWT) bought 40% of "International Showtime" for next season . . . H. J. Heinz (Maxon) renewed sponsorship in eight daytime programs for the 52-week period commencing 10 May. New affiliate: KEYT, Santa Barbara joins the ABC TV network on 1 May. SPONSOR 12 MARCH 1962