Sponsor (Jan-June 1953)

YIennen plant when il opens earl) in May. . . . INNOl VCER: II Mrs. Murphy's voice sounds familiar t<> you it's probalih because you know her as a neighbor. Mrs. Murphj has lived on Speedwell Ave. in Morristown for several years. The -Mermen Compan) wanted vou to meet Mrs. Murpln on the /»'///■ letin Hoard show, lo tel! \"ii she is a valued member ol the Mennen Compan) family. Here. another: /\ \(>t VCER: Welcome to the Mennen Bulletin Hoard show, brought to you every Monday, Wednesday, and Friday morning l>\ Morristown area's newest neighbor The Mennen Company. You know the new Mennen plant means employment opportunity for area resident-. \nd. here todav is Miss Dorothea Brown. secretar) to the controller, to tell you about office positions now available. . . . MISS BROWN: Yes. Mr. Bulletin Hoard announcer, there are openings for Morristown area residents at the new Mennen plant. Skilled secretaries and typists are being considered now for positions at good starting salaries with many benefits. A visit to the new plant for a personal interview will show \ou the wonderful, modern surroundings. ^ on know, the plant is airconditioned for working comfort and there's a full) -tailed cafeteria for lowcosl lunches. \> lor the people who make up the Mennen Compan) famil) well. I ve made main wonderful friends in the \ears I've been with Mennen. ] oil re sure to make man\ fine friends, inn. During Mennen Week, when the plant opened, the Bulletin Board kept listeners abreast ol what was going on. The actual plant opening was broadcast l>\ WNJR, Newark, as well as \\ MTR, and WOR-TA made newsreel him for later telecasting. The week included tours In officials, press. -Indents and organizations; a round ol dinners and luncheons given 1>\ or to The Mennen Co.: a student pie- conference; dU(\ a carnival at Morristown Raceways which featured Du Mont star Captain Video. The company considers the Bulletin Board so successful a venture that the program is now on the air indefinitely. The best kind of PR programing, in the opinion of the Advertising Council, is public service programing. I For details on how the council works, see "Good Samaritan of the advertising YOU CAN DO A BIG JOB FOR PEANUTS Advertising dollars do a BIG JOB when you use WBNS to reach the billion -dollar Central Ohio market. WBNS has more listeners than any other station in this BIG market . . . has all 20 top-rated (Pulse) programs . . . has helped merchandisers zoom to new sales highs in this buying market . . . and . . . gives you a Iow-cost-perthousand listeners. Yes . . sponsors do a big job on peanuts with WBNS Radio. CBS for CENTRAL OHIO OHN BIAIR radio COLUMBUS, OHIO industry," fl August 1952.1 BAB is now cooperating with the council in pushing this concept. In digging into the problem. BAB found there were a couple of tough nuts to crack. It was found that while the \M'\ Bureau of Advertising has Keen sending out public service material in the form of mats which can be sold to advertisers, nothing comparable looked promising for radio stations. \\ hile BAB felt it could make up transcribed public service announcements to which names of sponsors could he added, it came up against these problems: 111 It would be expensive. l2i a live announcement by a local personality is better than a canned announcement. (3) stations have been used to contributing public service announcements, i4i local retailers, most of whom ha\e small budgets, feel thev have to use ever) dollar available for hard-selling commercials rather than the much more indirect public service announcement. BAB is -till working on the problem and at the recent NARTB convention gave out a questionnaire asking station owners what kind of public service material the) could use. BAB. in other words, is trj ing to find the answer to the question: What is actuallv comparable to a public service newspaper mat on the air? \\ hile news, sports, drama, and public service programs appear to dominate the PR field, the Lone Star Steel Co. in Daingerfield. Tex., went somewhat off the beaten track and proved that a little imagination is better than an) program formula. Lone Star put on an employee talent show on Sunday afternoons at 5:00 p.m. on K1MP. Mt. Pleasant. It is produced b) the company's PR department, and in addition to entertainment. (1) it provides the company with a voice when it comes to discussing policj mailers. (2 I plays up employee activities. (3) reports company and communit) news, and (4) promotes safety, both inside and outside the plant. The latter objective is accomplished through an old radio technique. Each month the compan) creates a new safel\ slogan, which is posted throughout the plant hul publicized in no other way. During each week's program, the announcer picks an employee's name at random from company files and phones his home. If the employee, or a member of his family, answers and gives the slogan, the employee receives 64 SPONSOR