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siderably or maintain a high consistency of listening, according to the way a station handled it. We also realized that in all probability international news would be of less importance . . . than regional and local news happenings. We feature name broadcasters, some of whom have been with us for many years and have built for themselves and the station a reputation we are very proud of.
K\\. the CBS station in Los Angeles, sheds more light on the question of what makes the news show a profitable investment:
"In our view, news is a good buy because it demonstrably can deliver more audience to a sponsor per dollar invested than any other type of program. It's possible to get the audience represented by a five or six Nielsen or Hooperating with a comparatively modest investment in news. Main high-priced variety shows are unable to do much better with thousands of dollars invested therein.
Another Los Angeles station, KM PC. emphasizes the increasing public interest in more local and regional news. KMPC has discovered that, as far as newscasts are concerned, the 7 to 9 a.m. audience is largest, followed by early evening, noon, and late evening. On the 15-minute KMPC newscasts, the first commercial follows a reading of the headlines, summing up the news to come. The second commercial is read after about eight minutes of news, and preceding the local news.
WCKY, Cincinnati, hypos public interest in its newscasts with a '"listeners tip system," such as several metropolitan newspapers use. WCKY sends a dollar to any listener who tips its news department on a usable story.
"Each WCKY newscast," the station reports, "is packaged for a specific audience. The summaries, at mealtime and bedtime, are written from a general news point of view. The shorter mid-morning newscasts are packaged in a more feature-like vein, with more emphasis on news of interest to housewives. The late-afternoon newscasts have a housewife-teenager slant, and so on. . . ."
"Straight, unbiased, uncolored news presentation. WCKY has found, is the basic clement of giving the sponsor the most for his money. . . . An ill-presented story, colored in any direction, would reflect on the integrity of the sponsor and damage him.
"In answer to the question: How
19 JUNE 1950
WIBC
Indiana's First and Only
50 KW Station
WIBC offers all of Hoosierland in one profitable package — plus important out-of-state "bonus" coverage— and at the lowest rates of any 50 KW station in the middle west.
Within WIBC's 0.5 MV contour live 1,068,166 radio families* . . . with total buying power of $4,985,952,850.00.**
*1949 BMB **1950 Sales Management Survey of Buying Power
Ask your John Blair man about valuable time, big coverage, low rates at...
1070 KC
BASIC
MUTUAL
The Friendly Voice of Indiana
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