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Best Buy in
SOUTHERN
NEW ENGLAND
WTIC
... and loyalty is one of the reasons
Of the total weekly
daytime audience listening regularly to
WTIC
66.9% listen
six to seven
days each week*
Based on BMB Study No. 2, Spring 1949
PAUL W. MORENCY Vice President-General Manager
WALTER JOHNSON Assistant General Mgr. -Sales Mgr.
WTIC's 50,000 Watts
Represented nationally by WEED & COMPANY
WTIC
DOMINATES
THE PROSPEROUS
SOOTHBRH NEW tHCVftttt
/MARKET
should )ii'\\> lie presented I'm <:reate~t commercial effectiveness? \\ ( 'ki would answer— often, honestly, and interestingly .'"
In Denver. KOA prefaces all of its newscasts thus: "Now (name of announcer), with 12 minutes of uninterrupted news." The station explains why: "By this simple hut effective leader, we have stahilized our news audience because they know they are going to get all their news in one package. . . . \\ e seldom use middle commercials and always follow the closing commercial with a complete weather summary, which is of major interest and importance here in the West.
"We build our news shows on only one premise: Tell them what's happening in the news with first things first. In other words, we write the news and deliver the news on the basis of what's going on in the world and its relative importance to Western listeners."
\^ LAW. Lawrence. Mass., adds this information:
"'The secret of the success and popularity of WLAW newscasts is tailoring. All programs of this type, and the) number approximately 12 daily, are slanted at local, regional, and national significance. Thus, every newscast has information in which every segment of the station's listening area has an interest.
"Sponsorship of newscasts can be almost any line of enterprise; consistent sponsors of WLAW newscasts includc transportation companies, savings banks, racing associations, etc."
KCMO, Kansas City, Mo., reports:
"Makeup of our newscasts follows a general pattern like this: 50 to TV, local and regional news, the rest national and international stories and regular features such as weather reports, markets, etc
"Most of our commercials are introduced by a line from the newscaster to the effect that "I'll be back with the weather report after this message from I announcer's name),' or some such leaser about the story to follow the commercial, in an attempt to bold the listener."
A convincing argument for the handling of commercials by the newscaster himself comes from Will.. Philadelphia.
"Two of Philadelphia's most firmh established morning newscasts are WIIL's 7:30-7:10 a.m. show, sponsored since March. L943 l>\ Foster, Miller X BierK I tires), and the 8:45
WINSTON-SALEM, N.C.
Produces One-Fourth of the Manufactured Goods of the State
National Rep: The Walker Co.
NORTH CAROLINA
THE LOYAL
WESTERN MUSIC AUDIENCE
BUYS and
BUYS and I I I
BUYS i : I
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