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BILL JACKSON
m
"The BJ Show"
5 to 9:30 AM Mon thru Fri 5 to 8:00 AM Sat
Sforf the day right in fhe nation's 28th radio market
Highest PULSE ratings ... His natural style makes listeners believe and buy . . . Recognized by dealers and distributors as a big personality . . Program smartly slotted into segments for changing morning audiences.
NATION'S 28th RADIO ^ MARKET I
50,000 WATTS 680 KC
NBC AHihale lor Pale^gh-Durhom
and Eosfern North Corofmo
R. H. Mason. General Manager
Gus Youngsteadt, Sales Manager
PETERS, GRIFFIN, WOODWARD, INC.
Nationo! Pepresenfof'ves
the
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o
'■»• ^ V
"Radio i> taken loi <>ianti'cl loclay — and lliis, J ihink, is the grcalcst tribute the medium can be paid," declares William L. Wernicke, vice president in charge of radio and tcle\ision. .\loiev, Humni K: Warwick Advertising, \e\\ Wnk.
"Radio is as iniuli a pail oi our daily lile as eating or tinning on a light switch."
Mr. Wernicke and radio lia\e been companions from the clays when "crystal sets were coiled on oatmeal boxes" right up to the present when, through his agency, he has been instrumental in placing "one of the largest continuing campaigns in the history ol spot radio lor ihe Sinclair Refining Co."
Ihe agency executive, who was born Oct()i>er i, 1*)()8, remembers being "fascinated by the miracle of that magic box" back in the days of his Idaho boyhood and confesses that "I still am." Before embarking on a career in broadcasting, however, he detoured by way of a science and physics major at Columbia, class of 1931, and the Metropolitan Life Insurance Co. where he worked in field education and sales promotion.
This experience in handling people stood him in good stead a few years later when he enteied the broadcasting arena in earnest.
Mr. Wernicke's first radio job was
THIS MONTH:
WILLIAM L. WERNICKE
Vice President, Radio & Television Moray, Humm & Warwick Inc.
Pays Tribute to Radio: 'People Take It for Granted'
with WOR New \'ork where he remained from 1910 to 1915. He then moved into the client facet of the business producing commercials for the Bulova \Vatch Co.
In 19.50, alter a briel stint on the West Coast producing films for tv, Mr. Wernicke joined Morey, Humm K: Warwick where he has been ])rincijjally involved with the Sinclair account and its radio campaigns.
An advocate of short, five to 10second commercials, Mr. Wernicke says thai "radio has great impact when it is used to hammer home the brand name of a well-known product.
"Sinclair is successfuHy using this format now in 500 cities over 1,200 stations, broadcasting 10,000 spots per week all year long."
In spite of his modern approach to coimneK ials, Mr. W^ernicke longs to "turn the clock back 20 years in programming. I long lor the days," he says, "when there was a little bit for everyone . . . the food fellows, poetry readings, women's chitchat, the fat soprano, the pompous tenor, hair-raising mysteries like Arch Obler's LigJits Out."
This nostalgia does not prevent Mr. Wernicke, however, from enjoying the pleasures of today's radio in his Huntington, Long Island, home with his British-born wife and their IB-vear-old dauohter. • • •
12
U. S. RADIO
Ausust 1958