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

€« HOMETOWN U.S.A. BPA memo Baseball, Mayonnaise And World Travel Tours Highlight Radio Promotions Station promotion is drawing inspiration from economic conditions, baseball, national and international affairs and even mayonnaise. For two days the ladies of Charleston, W. Va., searched the downto\vn shopping section for a woman posing as "Mrs. Filbert," the lady who makes Mrs. Filbert's Mayonnaise. WCHS* broadcast numerous hints as to her description, identity and whereabouts. A female shopper who finally identified her and intoned the WCHS catchwords, "You are Mrs. Filbert who makes the wonderful mayonnaise," won a ^25 savings bond. The ladies who entered KING Seattle's "Instant Prosperity" contest were given the choice of a deep freeze or a vicuna coat as first prize. The winning lady, with no mention of her political affiliation, took the coat. And KNOE Monroe, La., fous:ht the recession ^vith a merchandise fair at the local fair grounds. More than 30 appliance and furniture dealers bought advertising packages which provided for display areas at the fair. WVET Rochester, N. Y., has initiated a contest in which all players win — and the prizes are trading stamps. Contestants submit mythical shopping lists based on the commercials they hear on \V'\'ET. The station says it is mailing out almost two million stamps per week, from 10 to 200 per person, depending on the size of the list. Young Sportscaster A boyhood dream came true for 18-year-old Jan T. Hyde when he was named winner of the KDI«L\* Pittsburgh Junior Sportscaster com *Denotes stations who are memers of the Broadcasters Promotion Association. petition. He will have the chance, along with \\inners from stations of the Pirate Baseball Network, to broadcast a portion of a National League game. The .Atlantic Refining Co. and the ball club co-sponsored the promotion. A better understanding of international affairs is offered listeners to stations which are sending out Rand McNally & Co. "Space Age News Maps" for a small charge. Two of the outlets are WDRC Hartford, Conn., and WRVA* Richmond, Va. WPEN* Philadelphia made itself heard in Denver recently. The station had been pitching a saturation package to a very large account and had completed its meetings and presentations. The decision remained with the account's ad manager who was on a western business trip. When the ad manager arrived in his Denver hotel room, he found a record and record player on his bureau. He played it, was greeted by all of WPEN's personalities with some hard sell ideas about the station, and signed the contract on his return to Philadelphia. WMGM New York, WO^VO* Fort Wayne, Ind., and KDKA* Pittsburgh are sponsoring world travel tours in cooperation with local travel services. Jerry Marshall of WMGM gave up disc jockeying to lead 27 listeners on a 1 '7-day European "package" tour via Sabena World Airways. The trip was arranged through one of his sponsors, the Fugazy Travel Service. WOWO's home service director, Jane "W^eston, led 70 listeners from Indiana, Ohio and Michigan on a 23-day jaiuit to Europe via TWA and the Fort Wayne Travel Service and KDKA sent three planeloads of listeners the other way to Halaii under a similar plan. • • • Every month. Standard Rate's Spot Radio and Spot TV books give you 3-way use-traffic for your Service-Ads because— 1 . the map of your market, and 2. the statistics on your market are there, right where they belong, with 3. regular listings of rates and data. This gives you a great opportunity to take advantage of the tripled use-traffic with your Service-Ads in appropriate positions near your market data and near your listing. U. S. RADIO • September 1958