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The
National Foundation finances modern care and treatment to prevent the tragic results of crippling diseases
birth defects
arthritis
polio
HOMETOWN U.S.A.
lo WHIM. These slious highlighted such stars as VVilUam Bendix, Mark Stevens, Anna Marie Alberghetti, Julius La Rosa and Jane Russell.
The station points out that after the first three weeks of the summer season, a combination of inclement weather and slight results from the lack of concentrated promotion had the theater on the verge of "literally lolding the tent and silently stealing away."
According to E. James MrEnaney Jr., WHIM vice jjresident and sales manager, the station was then approached with the following proposition by Mr. Bonoff and his advertising agency: "Granted we are, or are supposed to i)e, a profit-making organization, liui somewhere in the area of entertainment there seems to be a degree of j>ublic service which will suffer if the theater is forced to leave Rhode Island. If WHIM was given the entire radio budget on an exclusive basis, woidd the station undertake a promotion to save 'live theater' for the state?"
WHIM agreed to the offer and immediately began a regular weekly saturation campaign featuring a contest built around the musical score of each week's production. The station played variations of the songs by different artists and asked its listeners to name the mystery artist. Tlie five earliest postmarked entries each day received a pair of choice
seats for the folh)wing week's production.
This contest, according to WHIM, brought in an average of more than 2,000 cards weekly. Also, the station purchased 1,000 tickets each week as "A WHIM Dutch Treat" and invited listeners to buy one ticket for any night's performance and get another ticket free.
The Warwick Musical 1 heater, says Mr. Bonoff, had "the biggest gross in the five-year history. We even had to add a Saturday matinee to take care of the overflow crowd."
Tracing the history of the 1959 summer results, Louis C. Fit/gerald, president of the theater's advertising agency, L. C. Fitzgerald Inc., stated that: "On a limited budget, but with imaginative scheduling, planning and promotion ... attendance at the theater reached new heights for the season. . . . It's proof that a station can be all-out commimity-minded, as well as commercial-minded."
Sponsor Contest
In a promotion sale of automobiles of KYW Cleveland grand prize in the
The "battle of campaign was crea er, partner in CI automobile dealer
to increase the , two disc jockeys competed for the sponsor's contest, the disc jockeys" ted by Del Spitzeveland's Spitzer ships. The 50
A happy "amigo" is Joe Finan (seated), KYW Cleveland d.j., who won sponsor contest in battle with fellow d.j. Wes Hopkins (right). Mr. Finan accepts keys to car from Spitzer Ford's assistant sales manager, Dave Mobbs. Acapuico, look out.
JOIN THE \^ MARCH OF DIMES
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U. S. RADIO • November 1959