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Promotion Goes Local
Four national networks gear on-air and audience promotion to create strong interest at the local level; station tie-ins are urged
Stations have indicated their approval ol the jingles, states Mr. Hecht, on two counts: They are stimulating audience interest in their programming and it saves them the cost of producing similar jingles of their own.
A 13-piece orchestra and nine choir voices were used to create the initial series.
Two-Minute Interviews
George Graham Jr., vice president and general manager, NBC Radio, states that instead of announeements, the network has been featuring the interview technique in its program promotion. These spots run as long as two minutes in length.
"We decided that because the listener is subjected to a constant outpouring of information, news and commercials, our promotion spots had to offer something that would capture the audience's attention," he remarks.
An example of how the interview technique works occurred the weekend before the Democratic convention in Los Angeles. A series of 30 spots featuring interviews by Perle Mesta, Washington hostess, with convention dignitaries and personalities were played on the network. Each interview dealt with convention problems and sidelights; the promo"' came at the end of each
THE JINGLE-MAKING team of Joan Edwards and Lyn Duddy created the series of audience promotion jingles that CBS Radio has sent to affiliates. There is a break in each jingle to allow for local copy. Stations have responded enthusiastically.
U. S. RADIO
August 1960