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KLAC, Los Angeles, with six annual Hollywood Bowl Charity Shows).
Everyone Benefits
Promoting ilfit local area as a market is another civic service that stations perform. For example, WESO, Webster-Southbridge, Mass., celebrated its second anniversary by renting all parking meters in both towns and inviting listeners to come downtown and park free. In one of the biggest shopping nights in local history, everyone — merchants, shoppers, and radio — benefited.
And listeners from coast-to-coast have learned to depend on radio for public service features such as traffic news. WNEW has supplied New Yorkers for years with information about conditions on all highways leading to and from the city in regularly scheduled broadcasts. And KFWB will shortly have 135 mobile "Freeway Traffic Reporters" operating in the Los Angeles area. As Cecil F. Clifton, general manager of WAVL, Apollo, Pa., states it: "We major in public service."
Gimmicks and Stunts
Gimmicks and stunts are a staple of the promotion diet among many stations. Quizzes, contests, beauty pageants, free offers and various species of animals are currently used by local radio throughout the country.
Stations select "Miss Bronze Beauty" (WOIC, Columbia, S. C.) and "Miss Colorado" (KGHF, Pueblo. She became "Miss America 1957"). "Easter Egg Hunts" are annual events from Maine (WFAU, Augusta) to Oregon (KORE, Eugene). Young women dressed only in their messages say "All I have on is KBHS" in Hot Springs, Ark., and "All I have on is WNOE" in New Orleans, La. In Metropolis, 111., they hunt for the WMOK $200 Mystery Tune; in New York for the WRCA "finders-keepers" $1,000 bill; in Woonsocket, R. I., for the WNRI Thanksgiving turkey.
WBKH, Hattiesburg, Miss., broadcasts Lucky House Numbers 10 times a day with a jackpot up to $1,000.
Local promotion — whether in the interest of general welfare or just general fun — has caught the eye, and subsequently the ear, of the general public. The basic ingredients are "ingenuity, ideas and follow through." • • •
"Of course. Radio has grown."
in each market . . .
for every budget . .
AeNo.l BUY
k. \^
The ELLIOT STATIONS
great mdependetits • good neighbors
Akron, Ohio ^VCUE />A^ICE Providence, R. I. Nfltianal RepreMnUtives The John E. Pearson Co.
U.S. RADIO
October 1957
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