Sponsor (Nov 1948-June 1949)

SUPERIORITY COMPLEX Mj husband, advertising manager of the Ding-Bat Company, used to be a nice fellow with just enough of an inferiority complex to make him easy to live with. Since he picked KXOK, sales have gone up so fast my husband thinks he's the smartest advertising manager in town. Now he has a superiority complex and he's positively obnoxious. Unhappy Wife Dear Unhappy Wife: Maybe KXOK should have the superiority complex instead of your husband. During March, 1949, KXOK was within share of audience striking distance of first place in St. Louis. Briefly, this means KXOK delivers more Hooper audience per dollar than any other St. Louis network station. No wonder Ding-Bat products are going to town. When your husband checks KXOK's low-costper-Hooper point, KXOK's wide coverage, and KXOK's low-in-St. Louis rates, he'll be even cockier! KXOK, St. Louis 630 on the dial Basic ABC 5,000 Watts A "John Blair" station SPOT RADIO sells the millions that buy ASK REPRESENTING YOUR LEADING JOHN RADIO BLAIR STATIONS MAN JOHN BLAIR Offices In: Chicago, New York Detroit. SI Louis. Los Angeles Sen Francisco t COMPANY ask Jinn Hum & IV nhoul the Huns & STATIONS IN 3(11 ll>IOM> I AM WOOD-™ iv mi -tv First Stationsof Virginia reasons of identity, are secondary. Our program format consists of four parts. Firstly, a name guest — the most important single ingredient. Of course, the relationship to a record program is further pointed up by restricting guests to the recording field. In addition to a short, informal chit-chat, along the lines of our radio procedure, we then have a few in-person songs from our guest — definitely the high point of the program. The second ingredient is a boy-girl singing team. Again the transition from radio was intact. We used the same team who built quite a following with their Hroadwayites show on WAAT. Taking our cue from radio giveaway shows, we used a visual pictureguessing contest ('"Missing Faces Contest"), and made a tie-up with a local appliance distributor who put up the customary array of washing machines, wire recorders, ironers. etc. And last but not least — the "records." I put the word in quotes because we have actually made a play on the word by using, not records, but the Soundies of pre-war fame. We go through the motions of playing records. The title slides are superimposed against a background of a spinning record. When we reach that part of the program which calls for the playing of a record, we pick up a typical record, and refer to it as a "television-type record — which enables you to see as well as hear your favorite artists playing and singing your favorite tunes." The moment the turntable starts revolving, the projection room starts the Soundie, and as the camera shows the record-spinning close-up. the listener hears the sound track. Then there's a slow dissolve from the record into the film. As the Soundie reaches the last few bars of the song, the procedure is reversed, and we dissolve back to the spinning record. As the number ends, the television audience sees my hand lift the tone arm from the record, and I proceed with m\ "disk jockey" patter. The effect has been very well received. In fact, I'm the constant recipient of letters wanting to know where these "television-type records" can be gotten ! Is this the answer to the "disk jockev in television"" problem? I guess onl) time alone will tell. Paul Brenner "Requestfutty Yours" WAAT. Newark N.J.* * * 46 SPONSOR