Sponsor (Jan-June 1953)

Il'il lllll III KEY T and KPRC erect new TV plants in California, Texas Shown below are architectural sketches of two of the country's newest TV studios. On the left is the studio designed by Pereira and Luckman for KEYT, Santa Barbara. Cal. The out jacent provides ample space for handling special events such as the Santa Barbara Fiesta and other shows. On the right is the new 40,000square-foot studio of KPRC and ■ Santa Barbara, Cal. and Houston, Tex. television studios present wide-open-spaces appearance standing feature of the building is the hexagonal-shaped studio which the designers claim provides the station with more working space than is offered in the usual rectangular-shaped studio. A large outdoor area immediately adIt DAL designs continuity sheets as selling tools Odin Ramsland. station commercial manager of Duluth's CBS Radio outlet, KDAL, has long been aware that continuity sheets used by radio stations reach many important prospects and customers. He realized, too, that these standardized forms lacked the showmanship an advertiser expects from a radio station. To overcome this monotony he had the I. F. I. Advertising Agency in Duluth design a series of four-color continuity sheets, each one showing various types of radio listening — the farmer while milking the cow: the housewife listening while working: the teen-ager in her room; the motorist while driving. Some of the pages have as man) as 25 small illustrations, each showing aspects of in-home and out-of-home listening. Ramsland told SPONSOR. "Stations have to <lo a real -filing job to keep advertisers aware of radio's impacl and b\ changing our sheets every three months we'll go a long way toward a< liii'\ iuii thai aroal." * • * KPRC-TV, Houston. Planned to house 150 operating personnel, the building contains three TV studios, four radio studios, office space, and a companyowned cafeteria. Formal opening was held 29 March. * * * KGiVC-TV signs record contract with supermarket One of the largest single contracts in the history of Amarillo advertising ($72.000-plus) was signed recently. Shown at the signing are, from left to right: Monte Rosenwald, Southwest Advertisers, an Amarillo agency; Key Furr. owner of the Furr Food Super **^WWMHI{ Supermcrketer buys radio time in big chunks Market chain of 29 stores; and Bill Clarke, sales manager of KCNC-TV. Contract rovers five 10-minute newscasts a week, three 15-minute musical shows, a half-hour Saturday night barn dance, and two 30-minute syndicated dramatic film shows a week. • • * Fitf station in Indiana botes oat in style When WFAM-FM, Lafayette, Ind., went off the air at 9:00 p.m., 31 March, it did so in a manner that local citizens won't soon forget. It was announced as the first "Formal FM radio wake in America," and the Mayors of Lafayette and West Lafayette presided over the mourning services which were broadcast over WFAM-FM and WASK-AM. The station's staff, appropriately attired in long black coats and wearing mourning arm bands, walked beside a dilapidated hearse containing the deceased station's amplifier tube. Bright spot of the affair was the fact that the FM outlet was bowing out to make way for WFAM-TV, soon to go on the air on Channel 59. * * * I VS offers facsimile news and pics on one circuit A completely new service for TV stations, in which both news and photos are transmitted on a single facsimile circuit in a form ready for instant use, was announced by Seymour Berkson, General manager of INS. The same machine that delivers a news bulletin will deliver, a few minutes later, a picture to "back it up." Designed specifically for TV use, the copy needs no developing or processing at the receiving end. News, specially rewritten for voicing by the local newscaster, is supplied by International News Service. Besides photos, news and film scripts, International News Facsimile will carry charts, diagrams, weather maps and a great variety of other visual material for television use, with background photo material related directly to all major news breaks. First client to get the service was WBAL-TV which started use on 26 March. About a dozen stations were expected to be signed up by the time this item appears in print, the number depending upon the availability of telephone circuits and equipment availability. * * * WOR consumer panel tests 15 prod u t'ts Tying in for the first time with the McCamis at Home food show, the 250women consumer testing panel met recently to examine and test products or advertising about them. This was the seventh meeting of such a panel which. 78 SPONSOR