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A cursory glance at the average musical clock program might lead the unwary to assume there's nothing to them. Just some time signals, weather reports, news summaries, records, and some chatter linking them all together. sponsor's survey indicates it's not as simple as that. Here are some of the most common pitfalls a musical clock program is apt to stumble into.
Bob Covington, promotion manager of WBT, Charlotte, gives a comprehensive list of them: 1. Poor taste.
Forced humor.
Over-lengthy chatter at the cost of musical content. "Rutty" presentation — same approaches, same phraseology, same gimmicks, day after day. 5. Not continually conscious of local social and charity events that should be publicized and promoted. Other pitfalls mentioned were: ". . . over-commercialization," cited by WMT, Cedar Rapids; "repetition of music" by WGAR. Cleveland: "sloppy production" by WDIA, Memphis.
A morning man quickly learns to sidestep these pitfalls or he doesn't last. And the record of survival has been excellent to date — some morning men have become veterans of 15, even 25 years on the same stations. Their sales records, made during early-morning "fringe" time periods, at low cost to advertisers, emphasize the fact that radio is still the number-one low-cost medium. More than one product has pushed its way up from a small beginning to a hearty maturity on the coattails of a genial morning man. * * *
TV COMMERCIALS
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voice merely describing what you are seeing, which is a bit unnecessary. If they get too far out of synchronization, the sound and sight are at odds which only serves to confuse the viewer.
And most disconcerting: all the while you are viewing a voice-over commercial, you secretly wonder who the devil is doing the talking, where he is, and why you can't see him. Contrast an unseen announcer describing a refrigerator while some dame wreathed in a vapid smile points out the various features — with attractive Betty Furness, all by her lonesome,
2 JULY 1951
at 50/000 watts gives advertisers the
GREATEST COVERAGE
at the
LOWEST RATE
of any Major Station in the
DETROIT AREA
This powerful radio voice is hitting a 1*7,000,000 population area in 5 important states and is open to advertisers at the lowest rate of any major station in this region. A tremendous buy for action and sales that is establishing new records daily. Get the facts now.
50,000 WATTS at 800 KC.
Guardian Bldg. • Detroit, Mich.
Adam J. Young, Jr., Inc. jl. /. E. Campeau
National Rep. President
MUTUAL
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