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THE BIG (2)
IN ^-^
TULSA
Bryan Houston
Chairman of the Board, Bryan Houston, Inc.
Tulsa's industrial expansion tops every key industrial market in the nation. Tulsa ranks 2nd in the nation in per capita ownership of personal automobiles.
Tulsa's population is increasing at the rate of 3,000 families per year — 8th fastest growing city in America.
The "Eyes of Oklahoma "— KVOO-TV — are focused on a billion dollar market. When you buy KVOO-TV you see results. Buy now ... see better profits.
Agency ad libs
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They've got a secret
Media men are frequently blasphemed by being pegged a gossipy, loose-tongued lot. I have just come back from several thousands of miles of automobile travel which proved conclusively that radio salesmen can. when they wish, keep a secret. Without one Government seal saying TOP SECRET, radio salesmen have accomplished the impossible job of selective secrecy:
They have told everybody in the advertising business — except their own station operating staffs — that automobile radios represent a most important part of the radio market.
As a result of this oversight, an elementary but vital part of station promotion is being consistently ignored.
You know and I know that millions upon millions of automobile riders listen to radio every day. You know and I know that in this restless nation millions of people are in automobiles every day and out of reach of their familiar radio stations for which the tuning buttons of their cars are set. In this day of turnpikes and thruways and super highways we combine fairly high speeds with dangerously high monotony. We look to radio to relieve the driving tensions and monotony and, in our automobiles, we are, in effect, the single largest attentive and captive audience that any medium could conceivably hope for.
Where's the local station?
Very few automobile radios are good enough to bring in a distant station while the car is at a 55 or 65 mile-an-hour speed.
"Get a local station," says the driver to the spouse. "This static drives me nuts."
Where is the local station? How the hell would I know?
I can go into any service station and get an attractive folder on one or a dozen items to be bought, guides to local historical landmarks of presumed interest to a tourist, but never have I seen a leaflet or a card giving me the call letters and dial numbers of the local stations for say a hundred miles in either direction from the service station.
So we take pot-luck. We turn on the radio and twist the dial until we pick up a station that seems to be fairly loud, and we'd like to know whether we are going toward it or going away from it, so we listen for a while.
"This is your old friend, your old pal, your old buddy, Joe Glutz."
"This is the fat fun-maker spinning his lovely platters for you just as soon as we hear this announcement."
We get so much personality from local announcers we have to open the car door now and then to let the ooze out on the roadway. W'c gel liumor, music, news from Washington and obituary reports. but only rarely do we get any indication of what station we are listening to and where it is located. Wouldn't it be just as easy for these personality-plus boys to give their affiliation?
SPONSOR • 26 APRIL 1958