Sponsor (July-Dec 1950)

4. Questions are provocative, blend the familiar with the unknown. 5. Each poser must have entertainment and/or educational value. 6. Questions mustn't offend or be "touchy." 7. They must have infinite variet\ . Here is an example of the copy technique that lifts Tello-Test far above the amateur technique: "The big story in journalism isn't always in screaming headlines on the front page. Sometimes it's behind the newspaper man who quietly attains the little things of life . . . such a person for example, as our man-in-question. If you know the answer, you'll "scoop" the town . . . and earn $ ! So tell me: 'Who founded the first successful one-cent daily newspaper in the United States?' " The Carnegie Library in Pittsburgh used to shrink from answering questions like this for the local KDKA Tello-Test program. After their eight-person staff had struggled manfully with half a dozen quiz programs simultaneously for a few weeks, they stopped answering all but the Tello-Test queries. The library supplies the answer given them by KDKA because it spotlights their telephone reference service. Philadelphia's public library went through similar agony, now posts the answer on a card in the reference room. WIP, the Philadelphia station carrying Tello-Test, proved how important the program's entertainment content really is. The station invited 20,000 families with unlisted phones to send in their names and numbers so that they, too, might be called. Response to this appeal over the air brought in 3,644 unlisted telephone numbers from listeners who previously had no hope of being called. The WOR, New York, edition of Tello-Test is run by Bruce Eliott and Dan McCullough, whose five years experience with a daily 15-minute slot has taught them plenty. Just recently WOR moved them to a half-hour segment, upped their prizes to a starting one of $1,000 in merchandise, with weekly increases of $1,000 up to a maximum jackpot of $5,000. Bruce and Dan quickly discovered that listeners kept careful check on who they called and where contestants lived. Too many calls to one telephone exchange, or too few to a certain nationality group brought immediate protests. A careful scheduling system INCREASE YOUR SALES in the $400,000,000.00 Norfolk Metropolitan Market with WTAR and WTAR-TV Sales Management says the Norfolk Metropolitan Market — Norfolk, Portsmouth, Newport News, Virginia — racked up $442,721,000.00" in retail sales in '49. Did you get your share? You can with WTAR and WTAR-TV. WTAR delivers more listeners-per-dollar than any other combination of local stations. Hooperatings show that most of the people in the Norfolk Metropolitan Market listen most of the time to WTAR. WTAR-TV, on the air since April 2nd, is the first and only television service in this largest Virginia Market. An inter-connected NBC, CBS and ABC Television affiliate, plus outstanding local programming with RCA Mobile Unit and the modern facilities of a new $500,000.00 Radio and Television Center. Mate the mighty potential of the big, eager, and able-to-buy Norfolk Metropolitan Market with the dominant selling power of WTAR and WTAR-TV and your sales will soar. Ask your Petry office, or write us for proof. njfflfe WTAR-TV Norfolk, Virginia *Sales Management Survey of Buying Power, 1950 NBC Affiliate 5,000 Watts Day and Night AM Inter-Connected NBC, CBS and ABC Affiliate-TV Nationally Represented by EDWARD PETRY & CO., Inc. 3 JULY 1950 43