U. S. Radio (Oct 1957-Dec 1958)

HOMETOWN U.S. A. factor in overall revenue volume. When radio decentralized in the postwar years and stations increased four-and-a-half times over the prewar era, they often lagged behind in expanding their sales structures to accommodate radio's changing character. In addition to the recent upswing in hiring selling talent, stations arc creating myriads of soinul ideas to bring in local i)usiness, directiv or indirectly. For example, a c()nil)itiati()u of psychology and flattery is being turned successfully by WIRL Peoria, 111., into a climbing sales curve. The station has programmed a series of "Mystery Voice" contests — the voices Ijeing those of local businessmen who do not ulili/e radio advertising. The station first persuades these merchants to lend themselves to the contest, then the townspeople try and identify the voices to win prizes. After interest builds up, the whole town begins discussing the current mystery man. When someone finally guesses who he is, the new cclebritv's phone starts ringing with congratulations and comments, WIRL says. The merchant is thus shown personally the value radio possesses and very often ends up by buying time, the station says. 'Blue Monday' Another midwestern station sold an idea to a single appliance dealer that was so attractive it guaranteed WIXG Dayton, O., 16 sold-out broadcasting days last year. WING arranged that the dealer buy any unsold time on the station each Monday that it rained. The commercial pitch was that "blue Monday" would not be blue for the housewife if she owned a clothes dryer. She then would not care whether it rained on Avashday, according to the station. The appliance company liked the idea so well that it committed itself in advance, not knowing how much it would be billed for, nor how often — a significant selling achievement. In Allentown, Pa., station WSAN got the Allied Van Co., movers, to '( \atiufral [ at Otfemi/p CSA/TKAL nOHWA'S MX! fVlFlHelD MVK Sewir^ Machine; St ATLAS BOOTH Volkswagen and Pete Viking explore space together on top of 40-foot tower in pronnotion for WKIS Orlando, Fla. Station's mobile unit and d.j. spent one week broadcasting here during Central Florida Fair Week. increase its weekly spots from five to 25 within a year's time by promoting a copy idea. Whenever a family moved in the area using Allied, the firm announced the change of address over the air. This proved po]> ular with both private individuals and commercial firms, who did not want to bother sending out notices, with Allied soon promising to plug everyone that moved with them. By the end of the year they increased their original buy five times to accommodate their new business, WSAN states. In Orlando, Fla., station WKIS sold out for an entire week as the result of a single promotion involving the "Kis Spaceman." During Central Florida Fair Week, both the station's mobile unit and its star announcer, Pete Viking, lived on top of a 40-foot lower which was erected on the fair grounds. The station's Volkswagen and Mr. Viking were hoisted to the summit Ijy a crane and 150,000 fair visitors paused to watch the spectacle throughout the week. Billboard space was sold on the tower in a package deal combined with air time. Mr. Viking originated seven-and-a-half hours of l)roadcasting a day from his lofty ])erch. Newspaper jniblirity for WKIS was used and paid for by the participating sponsors. At the end of the week the station dropped $10,000 in cash and gift certificates from the top of the tower according to W. H. Forsythe Jr., the station's commercial manager. • • • 70 U. S. RADIO May 1958