U. S. Radio (Jan-Dec 1960)

"^ BPA MEMO (Confd from p. 53) piomotiun. Accoiciing to the station, the deejay did not fall asleep, but wore himseli" out trying to keep up a conversation with passengers all the time— even when he was not on the air. Promotion Tells Audience To Listen for the Beeps Beeps bring cash to alcrl listeners ol WDRC Hartford. The station has begun a "Bucks for Beeps" contest that runs on every feature program throughout the daily broadcasting day. On-the-air promotion instructs the audience to listen for the 3,()<tO cycle beeping tone broadcast several times a program. The beep is a signal that a question will be asked. When the announcer asks the (jucstion, the listener mails in the answer. The question is always related to what has hapjjened or is about to happen on the program. It may be concerned with the name of the artist or record that will be played next, or with the price of a special mentioned in an earlier commercial. Listeners hearing the most beeper interruptions and writing in the most correct answers win $10. Safe Driver Citations Promote Traffic Prudence Philadelphia's traffic police are now on the lookout for safe, courteous drivers. They've been instructed by their conmiander to look for the driver "who goes out of the way to make the road safer." Object of the campaign is to commend drivers who show excellent judgment on the road. It is a cooperative ventiue of WTEN* Philadelphia and the Philadelphia Police Department. Recipients of the commendations receive small cards bearing the picture of a saluting policeman and the phrase, "The Pliiladelphia Police Department salutes you for being a safe, courteous driver." The cards are signed by the city's police commissioner, and include a notation that traffic reports can be heard over WPEN. • • • *Denotes stations who are members of BPA (Broadcasters' Promotion Association) HOMETOWN, U. S. A. radio li I FIVE AND DIME STORE > W. W. Mac Co. decided to give radio a three month test over WPLA Plant City, Fla. The company used 10 spots a month during the test period to promote at least one, and not more than three specials a week. According to the manager of the store, sales increased over 25 percent the first week of the campaign. In the weeks that followed, says the manager, sales ran from 10 to 30 percent better than the corresponding weeks of the previous year. Radio was the only media used. HOUSE TRAILERS The Cox Trailer Sales Co. ran a special one-week promotion over WBVL Barbourville, Ky. , to attract inquiries for its house trailers. The buy included 50 spots of 30 seconds each. According to the station, as a result of the promotion the company sold four trailers for $15,680, as well as receiving numerous inquiries and sales leads. I REALTY COMPANY I The Behrens Realty Company inaugurated a news program heard nightly over WDOK Cleveland. The purpose of the five minute show is to develop leads for the firm. One night the company announced that a photography business was available. Information concerning the business was aired. No other media was used. The station reports that the following morning Behrens was able to close a deal for the sale of the photography studio. I SEWING MACHINES Singer Sewing Stores bought a spot saturation campaign over WAIL Baton Rouge, La., to move its floor models, demonstrator machines and repossessions, as well as new portable and console model sewing machines. The 10-day campaign cost |250. According to the station, there was an increase of 69 percent in sales of new units during the period the campaign was on the air. The stores nev/ unit plan, says the station, usually sold 13 units a week. Each week during the campaign 22 units were sold. 54 U. S. RADIO • March 1960