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Peter Roberts speaking for the Bell Telephone Company" which opens every recorded announcement has made such an impression on Pennsylvanians that many have even written to him asking him for technical advice on phone service.
"1 have the feeling,'" says Rogers, "that some people must think Roberts is Alexander Graham Bell, or even Don Ameche."
The company also uses live radio announcements; but these, according to Franklin P. Jones, the agency's briskly competent publicity director, deal only "with a strictly local situation.*' These one-minute announcements or 20-second station breaks announce that directories are being distributed in a certain city, or that service in another town is being switched over from the manual to dial system.
A typical message in the latter category, broadcast from WNAR, Norristown, Pa., began: "Your Bell Telephone Company wants us to remind you that wide-range dial telephone service in Norristown begins at seven o'clock tomorrow. From Norristown telephones, you'll dial direct to all other Norristown and Valley Forge telephones. . . ."
A unique variation on the delivery of radio announcements has been adopted by the New York Telephone Company, which spends between $350.000 and' $400,000 on its broadcast advertising effort annually. Its ad agency (Batten, Barton. Durstine & Osborn, New York) fuses both live and recorded messages in the announcements the company directs to 98 radio stations throughout the state.
For example, a one-minute announcement will begin with a 15-second transcription, prepared by BBDO vice president Bob Foreman, aided by radio copy writer Anne Thomas. It goes this way:
SOUND: Telephone rings once.
WOMAN: Hello, this is Meribeth Watzon speaking for the New York Telephone Company. As vou know, the number of telephones here has grown by leaps and bounds during the past few years. Have you ever thought of what this means to you? Well, here's someone to tell you about it.
( This is follotved by live tag by local announcer with copy to be supplied by the telephone manager.)
What this final, bracketed injunction means is that the last 45 seconds of the announcement will be spoken live
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Are you on full pressure in the Atlanta Market? In Atlanta when you buy WCST you reach the whole market, just ask the man who knows — Mr. Atlanta — he says buy WCST. Top ABC shows, high local acceptance and alert merchandising mean an effective selling job for you. That's why more local advertisers buy more time on WCST than any other Atlanta station.
2 JULY 1951
47