U. S. Radio (Jan-Dec 1960)

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speakers have been tlie head of the Uniltd States Chanii)cr ot Cioinmerce, a lea(lin<> nienihei ol the American Bar Association and the editor ol ilic Christian Science Monitor. Your Senator Reports is a ;?()-niinnte weekly pro<>ram on WON which leaimes I'i-niinuie repeats by two niidwestern senators each week on non-political topics ol interest to the (onnnunity. Senator Dirksen speaks each week, and is lollowed in weekly rotation l)y Senators Hartke, Proxmire. Hart, Wiley and Capehart. Two years ago, KFAL Fulton, Mo., urged officials ol the Missouri State Hospital to develop a special program series which woidd tell the story ot the mentally ill. The objective ol the series would be to inform the public of the problems lacing the mentally ill and what was being done to help them. After working closely with hospital officials, the station reports that it came up with a series of broadcasts which was very well received, and which Avas also aired on other stations. As can be seen from the previous reports, which provide a cross-section ot station activity in the news area, this vital lunction is being carried on in many ways. These etlorts might come trom a one or two-man staff in a tiny connnunity, or an elaborate and comprehensive setup, such as that of VV^WJ Detroit with its 12-man staff. However, regardless ot the size, all are helping to keep the community and the nation alert and informed. • • • m EMPHASIS ON EDUCATION by WBAL Baltimore takes the form of a traveling "schoolmobile" which roams the state of Maryland interviewing student and school officials for its weekly 15-minute broadcast. Topics range from driver education, to PTA duties to school government. These are the things that matter most to me. , . "Our schools . . ." $250 TO GO BACK! No more pencils No more books No more teacher's dirty looks! It used to be you'd hear this in June, when school ended. But in Chicago the happy chant had mournful overtones to adults hearing it in September. The nation's second largest city looked upon its school drop-outs and late enrollments as a grave social hazard. "What would they do instead this year? In ten years, what then'"! To help reverse this trend, WIND launched a "Start School When School Starts" campaign. Broadcasting is most effective on stations that have earned the respect and confidence of the communities they serve. Forty to fifty spots ran each day. But WIND didn't stop with spots. The station sponsored a "Start School Contest" with a $25 daily award and $250 grand prize. Teenagers entered by completing this sentence: "I am going back to school when school starts because . . ." "We ran this campaign to sell the value of a high school education, just as we sell the value of cigarettes, cars, beer or coffee," says WIND'S Dom Quinn. Result was that WIND had 3,500 entries. Chicago schools had new highs in enrollments. WIND CHICAGO r^ S. RADIO Mav 1960 43