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PENETRATION
To do a THOROUGH coverage job in eastern and central New York — to reach the far corners of this area with a strong signal and a compelling voice — you need Station WGY.
The only major station in the area it serves, WGY covers 62 important counties having 38 cities and many more towns and villages . . . all of which combined make it one of the nation's leading markets.
On the basis of cost per listener, mail response and tangible results, pioneer station WGY is the logical buy.
If your advertising schedule includes television . . . investigate 44 practical, low cost, audience-tested TV programs, now available at Television Station WRGB.
National Representatives — NBC Spot Sales
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WRGB
WK Y
WGFM
Television
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30,000 WATTS SCHENECTADY, N. Y.
Frequency Modulation
GENERAL ^ ELECTRIC
Garden City has a branch of Franklin Simon and Frederick Loeser, and Manhasset has a Lord and Taylor.
By making it almost a fetish to serve both listeners and merchants of its own area WHLI has proved that it doesn't matter how near other stations are, how much a part of a great metropolitan area the county it serves is, or how much of the earning power of its population originates outside of its county.
The same thing has been true of WPAT, Paterson, N. J., but in an entirely different manner. WPAT hasn't built itself a big news gathering staff; there are good local newspapers covering the North Jersey counties. Instead it has made itself the radio mouthpiece of many of the editors of these publications.
Its outstanding device for making it locally competitive with metropolitan stp tions is the selling of local sponsors on running police department "Adonis" contests, with WPAT listeners voting for the best-looking man in blue. Similar contests have been sponsored over WPAT for the best-looking mailman, etc. These contests touch practically everyone in WPAT's service areas. There are few residents who don't know at least one policeman and a mailman. Promotions like this are local and they make it possible foi a station to compete with its big brothers. So much is this so that when WNBC in New York saluted Paterson as part of a series of City Salutes, WPAT took it graciously. It saluted WNBC for its tribute to Paterson. It felt secure enough in the ears of North Jersey not to have to worry about WNBC competition.
Actually it doesn't matter whether or not a station is located in the shadow of a big metropolitan station. If it did, many Philadelphia stations would have trouble obtaining audiences since most of the 50,000-watt stations in New York put a good signal into the Quaker City. However, the fact that Philadelphia's stations reflect the life and times of their section of Pennsylvania make New York stations not tcx) important a factor in the Philadelphia radio picture.
Independent stations are increasing their audiences, not because they're independent stations but because they're getting away from tr\ ing to be ever\ thing to everybody. Maintaining the objective of serving a specific audience brings results. The challenge of big-station competition is a challenge to local station management. When management rises to the challenge and builds its programing on a local level suburban stations reach, serve, and sell their localities. • • •
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