Sponsor (Nov 1946-Oct 1947)

in downstate ILLINOIS it's f f m mtmM Hi tm m Bl m VT J -.1 SBK MT. VERNON, ILLINOIS itcMoH, cauebUuf all of /9 AM All. .. U one. lorn AM-QM late WBEl MB ■B WMIX-AM 1,000 watts . WMIX-FM 15,700 watts represented by JOHN E. PEARSON COMPANY BLOCK PROGRAMING (Continued from ptf#c 48) p.m. -to-midnight Jamboree offered a picture cf himself recently and received more than 76,000 requests from 39 states and Canada. The best indication of what block programing has done to the Cincinnati market is the fact that WKRC went on a partial block basis on September 29 and WCPO takes the plunge in this direction on October 13. Practically all FM stations are being programed on a block basis, while most television stations have uncovered sports as their only blockprogram material. While music and news are generally tops there are times when it's wise to forget the news side of the formula. That's when other stationsin the area have developed the news habit of listening for themselves. Then block programers come up with other devices such as WARL's schedule in Arlington, Virginia. This independent outlet, which is fourth in the a.m. among 13 stations in the Washington, D. C, market and fifth in the afternoon (it's daytime only), has a telephone quiz three minutes every hour. It also plays hillbilly music very heavy. Evidence of how this combination of music and phone quiz works is shown not only in its rating but in the fact that between September 3 and 24 it pulled 2,917 orders at $2.50 plus postage for Protem, a reducing product. Block scheduling is an indication of local station programing coming of age. In a clear-cut manner it's a variation of what FCC chairman Charles R. Denny asked for at the NAB convention — the equivalent of press buttons on a radio receiver reading "dance music," "features," "news," "classical music." Actually block programing is the equivalent of many more buttons than four. Even today it also represents "drama," "audience participation," "folk music," and "quiz," with any number of new forms of block programing about to be tested. And the listeners which an advertiser will buy will, like the circulation of any other medium, be a matter of record. It won't make timebuying any easier but it will make it a science, not crystal gazing.^ Nor does it indicate the end of starstudded network programs. There'll always be an audience for first-run motion pictures, for the legitimate theater on Broadway, and for all forms of live sporting encounters. Block programing doesn't replace anything. It adds a new assurance for those who want to buy circulation, not build it. FOR THE FOURTH STRAIGHT YEAR! KMLB • MONROE LOUISIANA Has more listeners in Monroe and Northeastern Louisiana than ALL OTHER STATIONS COMBINED* 1947 CONLAN SURVEY listening Hon*** P*rc*ftt of Potential *vd'.**ic» Otftrtburion of Intoning hom*t among notions KMLB StotoonA 16t>\ 7J\ and reaches a $103,629,000 buying power! For the fourth straight year, authenticated listening surveys conclusively prove that KMLB has more listeners in Monroe and Northeastern Louisiana THAN ALL OTHER STATIONS COMBINED! In fact, KMLB is the ONLY radio facility clearly heard in this rich area! REPRESENTED BY TAYLOR-HOWE-SNOWDEN ]^f\aah Sales, inc. AFFILIATED WITH AMERICAN BROADCASTING CO. J. C. LINER, Jr., Gen. Mgr. OCTOBER 1947 59