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hometown USA
• Commercial Clinic
• Station Log
• BPA Memo (Local Promotion)
• Radio Registers
Among the 85,000 who turned out for the WTIX New Orleans Appreciation Night.
Pulling Power Of Radio
Imaginative thinking shows power of sound medium to get results, not only in sales, but in community service activities as well
It's one thing for radio stations to attract, satisfy and keep increasing their audiences. But it's still another matter when they are able to demonstrate the precise "pulling power" of the sound medium.
This "pulling power" has enabled stations, at least in three instances, to: Keep a summer theater from going bankrupt, and eventually to give it its biggest profit in five years; boost automobile sales for a sponior in July and August to as much as 31 percent over 1958; bring 85,000 listeners out for an "appreciation night."
WTIX New Orleans, with only seven days to promote its "Appreciation Night," attracted a reported 85,000 fans to Pontchartrain Beach. This, the station reports, surpassed last year's Sugar Bowl attendance of 75,000 people.
The two-hour "Appreciation Night" featured 14 pop singers, headlined by Frankie Avalon. The excitement of the show mounted with each succeeding performance, according to Fred Berthelson, vice president and general manager. Frankie Avalon termed it the "most enthusiastic crowd he had ever sung for."
Pre-performance interest in the event was generated by a Frankie Avalon Scavenger Hunt. The winners of the contest were invited to take part in a courtyard party at Brennan's French restaurant which was hosted by the young singer.
Mr. Berthelson further states that the record-breaking crowd appeared in spite of a "torrential downpour which drenched the city for several hours" preceding "Appreciation Night."
Other performers who appeared
with Mr. Avalon were: Frankie Ford, Ferlin Husky. Mac Rebbenac, Ronnie Dawson, The Emeralds, Larry Deone, Kenny Smith, Ike Clanton, Bat Carroll, Scotty McKay, Thomas Wayne, Billy Grammer, and Travis and Bob.
WHIM Providence, R. I., says radio is responsible for the successful season of the Warwick Musical Theater. Embarking on his fifth season of summer productions, the head of the theater, Burton Bonoff, found himself with considerably less money for advertising and promotion because of a decision to feature name stars in all of the 1959 shows. Because of this, the weekly production overhead for such shows as Caine Mutifiy, Bells Are Ringing, Rosemarie and Wish You Were Here jumped to $18,000 per week, while the entire radio budget was reduced to $150 per week, according
U. S. RADIO • November 1959
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