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lished a children's book titled "Mar) Jane Ellen McCling." Il s a charming fable about a little girl who collects string.
RADIO STATIONS
WQXR marks 20th year using music-news format
Current radio rage, music-and-news. has been WQXR's regular programing policy since its bejiinnini: 20 wars ajio. Celebrating its anni\ersar\ this week. the New York station has grown from a 12-advertiser station in 1936 to a full-scale commercial enterprise. At present the ani-fm independent ^et> 75% of its business from national advertisers, 25 c/i from local.
WQXR is proud of its rigid ad code and still adheres to its ban on singing commercials established 12 years ago.
Elliott M. Sanger, one of the original founders and present v. p. -general manager, believes specialization makes for successful broadcasting. Apparently the philosophy has paid out. WQXR's 1956 sales rank it among the top 25% of radio stations.
Over 80 staff members of Bahakel stations will meet in Roanoke next week for a two-day confab on programing and business methods. Stations represented include WRIS, Roanoke: WWDO, Lynchburg, Va.; WklY Kingsport, Term.; WLBJ. Bowling Green, Ky.; WPLH, Huntington, W. Va.; WABG. Greenwood, Miss.; and \\ KOZ, Kosciusko, Miss. . . .
100% increase in national business this year for WILY, Pittsburgh, indicates "more and more national advertisers are becoming aware of the potency of Negro radio," according to Ernie Tannen. v. p. and general manager. . . . "Prescription for Puwolsselas" (spell it backwards) — KELO. Sioux Falls, promotion idea uses medical-type capsule containing information on new tower and greater coverage benefits. . . .
COMMERCIALS
Tips on commercials slanted for grade school kids
The Institute for Motivational Research in its December edition of "Motivations" continues its study of the customer in various age groups. The current analvsis covers children ages eight to 13 and presents the following tv tips:
1. Because tin i .in age span of group actb it) . it is of little value to sell kids on being "the first" t" i "Mr. i cereal oi othei package premiums.
I he Institute suggests it is bettei t" show children plaj ing n ith tin premium and in this waj stimulate interesl of the group "leaders."
2. Because the make-believe w • • > l< 1 ■ >l children in this age group ha its own reality, the kid recognize "phony" pretending. \ pretend COWDO) has to be a cowbo) reallv live the part and not pretend to be "playing
like." rhe Institute states: 'Both adult and children in t\ ads fail misri ahU on this si i
Because l>o\s ol tin age are alread) anxious ovei theii abilities in spoi I-. commen ials thai in< rease thru anxiet) bj prodding them to be champions do not w in loyalt) to a produ i ,i well as those that ar< more "comfortable ami friendl) ."
I. \nd because little gii I are just thai little girls i ommercials gloi il\ ing baseball champions and air fora pilots have no interest to them whatso
8,079 FARMERS
wrote to WIBW in one week
In response to a Safety Week program on WIBW, 8,079 farm homes in Kansas, Missouri, Iowa, and Oklahoma wrote us requesting safety flags for their trucks . . . just one more in a long series of proofs that WIBW DELIVERS THE FARM MARKET.
TOPEKA, KANSAS
Ben Ludy, Gen. Mgr.
WIBW & WIBW-TV
In Topeka
Rep: Capper Publications, Inc.
Our 30th Year
SPONSOR
8 DKCEMBER 1956
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