U. S. Radio (Jan-Dec 1959)

Record Details:

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BPA memo Listeners Find Key To Station Promotion The key to the latest promotion campaign by WITH* BaUimore was for listeners to find the missing ignition key to a 1959 Chevrolet Kingswood si;ition Avagon — and get the car as a ])ri/e. Each day, for 10 days, the key was hidden in a different location, and each day's clues were broadcast at 15-minute intervals throughout the day. The station says that there were "six clues a day in rhyming couplets." Kicking oft the campaign, WITH ran an 1,800-line newspaper ad in the Sunday papers and loUowed this with teaser spot announcements. With the station being "123 on the dial," the theme of the campaign was "1-2-3— Find the key." WITH also used giant outside bus cards on city transit lines to advertise its missing key contest. A model car, supplied by the participating dealer, also toured the main streets of Baltimore. Such areas as the city's parks, supermarkets and waterfront were covered in the search. The key was finally discovered on the lOih day. Holiday Trip Promotion Takes Listeners to Hawaii An "Hawaiian Holiday ' for two weeks with Doug Arthur, WCAU* Philadelphia personality, was offeied to the station's listeners at an allexpense cost of $765 per person. For almost three months, Mr. Arthur promoted the trip, mentioning various highlights each day on his 11:05 a.m. to 12 noon and 3:30 to 5:20 p.m. programs. During that time, the station turned over 913 leads from persons who wanted more information on the trip to the Main Line Travel Service of Bala-Cynwyd, Pa., on behalf of Northwest Orient Airlines. A "Hawaiian Holiday" folder was sent to each person. Out of the 913 leads, 36 were converted by the travel agency into sales — totaling $27,540. Station Buries Its Most Loyal Fan KOMA Oklahoma City states that it "is the only station ever to talk directly on the air to a man in his grave" — and the man is its most loyal listener. Seeking to find its most loyal fan, KOMA turned up a 36-year-old Cherokee Indian named Wat hie kanoka, who stated that he would be l)uried alive with tieadly snakes "until everyone in Oklahoma City listens to KOMA." At press time, the station reports, the Indian had been in his "grave" for three weeks with 10 deadly diamondback rattlers, five cottonmouth water moccasins and one South American boa constrictor. KOMA states that over 15,000 listeners have visited the grave to "pay their respects." The grave is equipj^ed with a foam rubber mattress, five pillows, two electric fans, two light fixtures and a telephone. There's a prize of $1,000 to the person who can gtiess how long Wachickanoka remains buried. Listeners Win Cars For Hearts and Kisses Two stations — KOIL Omaha and KICN Denver — are offering automobiles to their listeners in recent "hearts and kisses" contests. The KOIL promotion, "KOIL Teen-Car Contest," asks teenagers to estimate how many hearts and kisses have been painted on the "teen car" by the station's disc jockeys. The boy or girl who comes closest to the exact number will receive the car as a prize. The KICN "Jalopy" contest offers its listeners a chance to win a 1953model automobile. The car, which is painted with numerous hearts and lips, according to the station, is riding the streets in the Denver area. The person who comes closest to guessing the nimiber of red hearts and lips on the car will win it as a prize. Included in the "Jalopy" promotion is the distribution of free "kookie" hats, imprinted with the KICN call letters and the station's frequency. At every stop made by the "jalopy," these hats are given out to onlookers. Homesick Listeners Hear Voice From Home Hometown greetings are being delivered to many former residents now living in the nation's capital by disc jockeys from communities throughout the country in a project conducted by WWDC* Washington, D. C. WWDC's "Voice From Home" messages, from smalltown as well as large city radio disc jockeys, are aimed at its "constantly increasing audience of temporary and permanent residents making a 'second home" in the nation's capital." The station felt that since many of the newcomers are often homesick for the folks they left behind, the friendly and famiiiar voices of favorite hometown personalities woidd be welcomed. ^V\VDC states that the idea has met with the approval of the other stations, who have sent the requested tapes of "welcome" without delay. Also, points out WWDC, there have been reqtiests for return greetings from its own personalities. Alarm Clock Service For Radio Audience Listeners to the Mike Woloson Slunv, 7 to 10 a.m. on WNTA* Newark, N. J., are being provided with a "Wake-Up Service" by the program's host. Persons wishing to get up at a specific time in the morning have been requested to mail in a postcard and register, just as in a hotel, with the station. This "desk service" results in a personal telephone wake-up call from Mr. Woloson at any minute desired. The station points otit that "As with the better hotels, there is no charge from WNTA for the service." Mr. Woloson adds: "Now, all that I have to do is figure out a way to get these people to listen to my radio show once I pull them out of bed." • • • *Denotes stations who are members of BPA (Broadcasters' Promotion Association). 72 U. S. RADIO • October 1959