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Bill13)6ard WORLD'S THE FOREMOST AMUSEM NT WEEKLY ENTS FEBRUARY 25, 1950 Country warbler Red coley is shown here on the receiving end of a real-life "Chattanoogie Shoe Shine," but the gentlemen administering same don't really have to da this for a living. Harry Stone ,left is vice-president 1 and general manager of WStvl, Nashville, and Jack Stapp is program director. Together they wrote "Chattanoogie Shoe Shine Boy," recorded by Foley on Decca and currently the nation's No. disk in both the pop and folk 1 markets. Few records in the history of the business have scored with comparable speed and scope. Another polishec performer, Bing Crosby, cut the tune for Dccca also. Tradesters predict big things for this lad, too. www.americanradiohistory.com Special More information for of genuine value to the JUKE BOX Juke Box Operator's OPERATORS will business be IMINOINO. featured in Billboard's The Big 1950 Juke Box Supplement (A Special Section of the March 4 issue) U Yes, more valuable information for juke box operators than has ever . . . U been published in any single issue of any magazine at any time. U Here's brief preview. Read it, judge for yourself, then make it a special a U point to get The Billboard's Big 1950 Juke Box Supplement by using the U coupon. U STABILITY COMES TO THE JUKE BOX INDUSTRY LIST OF RECORDS AVAILABLE Of OLD STANDARDS Key industry data stressing develop- FROM 1902 TO 1949 ments since the war in equipment as compiled by ASCAP and BMI. operator turnover, etc. Effects of wider use of location contracts, better commission agreements, status of operator LIST OF 10 MOST POPULAR POP RECORDS ON U credit and credit outlook for 1950. JUKE BOXES Article will illustrate new phono es revealed by Billboard Charts from U models. Will also cover new phonos, 1940 to 1949. manufacturer, model and list price U together with accessory prices. Vital LIST OF 10 RHYTHM AND BLUES RECORDS MOST O industry statistics on number of phonos on location, number of operators. per- POPULAR ON JUKE BOXES centage of postwar equipment on each year as revealed by Bi llbe a routes, average size of routes. etc. Pop Charts from 1942. MATER PROFITS THRU LOCATION PROMOTION LIST OF 10 FOLK RECORDS MOST POPULAR ON The Billboard 2-25 Success stories on ways operators have JUKE BOXES 2160 Patterson St. found to boost phono play on location. each year as revealed by Billboard 52 Cincinnati 22, Ohio Pop Charts from 1944. WHAT ABOUT THE SPEED WAR! Please enter my subscription to The Billboard Factual resume of how 33.45-78 disk LIST OF FAVORITE STANDARD TUNES ON JUKE BOXES ISSUES for one year (52 issues) for which I inclose picture will affect the operator. Listing as revealed by operator questionnaires ONLY $10. of record firms making 33 and 45 together with listing of all records Less records and what type music they are available of each tune by artist, label putting on each speed. and disk number. Than Name PROGRAMING IS THE KEY TO BIGGER TAKE THIRD ANNUAL JUKE BOX POLL RESULTS 200 Address Because programing opportunities have Artist popularity on juke boxes. 1. increased for the operator with Record Company Service Aspects. 2. the use of multi-selection boxes, proper Cite Zone... -State 3. Record Wear Aspects. Each programing is all-important. Article Retail Record Aspects. 4. will cite the problems and the solutions Including Occupation or profession that have been worked out by some operators, and how some manufacturers RECORD DISTRIBUTOR LIST are making special plans to help opera- Published for the first time in ove Bidtard BIG 1950 JUKE BOX SUPPLEMENT tors with this problem. 3 years. www.americanradiohistory.com 0 id. 62. No. 8 February 25, 1950 The World's Foremost Amusement Weekly TOPPERS AM-TV PROMOTION Stars Called for Big Show Poll 12th First Step? BB April 14; Truman To Address NEW YORK, Feb. 18.-In Finds what may be the first step in Caliber the eventual consolidation of all the Eastern performer unions Congress Sesqui on 1951 under one roof, the executive boards of the American Federa- Of Entries Up tion of Radio Artists (AFRA), the American Guild of Variety Artists (AGVA) and the acting Day Starts Year's Events Preceding Fair board of the Television Au- Gimmicks Still Scarce, Tho thority (TVA) voted this week WASHINGTON. Feb. 18.-With the 5.000 voices will take part along with to lease one floor at 15 West Freedom Fair stalled until 1951, the the musical pros. 44th Street for their offices. It NEW YORK, Feb. 18.-The radio National Capital Sesquicentennial The program, lasting thru 1950 and is expected the three unions will and television stations and networks Commissi.m. yesterday (17) came un dipping int 1951, when the Freedom be in the building by June 1. regarded as doing the best jobs in with its first detailed plans to enlist Fair is slated to open, will cover AFRA and AGVA have main- promotion during 1949 were selected a showbiz in a big-scale program of range from parades, fireworks and tained separate offices. AGVA this week by the sponsor and agency other events slated, to get off to a skating tourneys to outdoor fairs. currently has a lease in its pres- execs serving as judges in The Bill- start April 14 with a gala concert on highlight will be an "AmericanA ent location and Actors' Equity board's 12th Annual Radio and Tele- the capitol plaza by stage, screen County Fair." running from October owns its own building. but would vision Promotion Competition. The and radio stars. The sesqui commis- 2 to 15. simulating on a big scale the like to sell if it could and get full list of winners in the various sion revealed that President Truman hundreds of yearly county fairs held new quarters. power and promotion categories is has been asked to address a joint ses- every fall thruout the nation. Allen shown on page 5. sion of Congress on the sesqui theme Zee, Loew', production chief in New Judges serving in this year's com- that day, preparatory to the plaza Foreign York, who is in charge of production R-B petition reported that, altho the total concert in which a choral group of schedules for this year's sesqui cele- number of entries, 150, was down bration. mil/it several days helping somewhat from last year. the caliber whip the preparations to completion. of those same entries was higher than It's Kids Who Sell He told his associates here that a big Acts Pyramid, in previous years. Seemingly, this outpouring of indoor and outdoor can be credited as a reflection of the Pa and showbiz talent will be mobilized to tougher sledding characterizing radio TV to Ma insure crowd-drawing entertainment. Worry in 1949 and due also in the foresee- The sesqui commission has decided AGV, A able future. The judges also de- (See STARS CALLED on page 53) clared, however, that while promo-, WASHINGTON, Feb. 18.-Chil- tion caliber was high, there was still drin are usually. TV enthusiasts be- AGVA Confab a lack of showmanship in evidence. fore their parents and "are a prime New Imports Set for '50 This referred to a scarcity of gim- cause of set purchase," according to micks or. more properly, to the fact 'nib latest findings in a survey of Set on Wages that too few stations used gimmicks. D. C. television listening habits by NEW YORK, Feb. 18. -Two addi- Those that did, however, came up Charles Alldredge, public relations tional European circus acts, the Four with some unusual twists, as reported consultant. For TV and Pix Chaludis and the Camillo Mayer in the Radio Department of this issue. Alldredge in an earlier published Troupe, are set to join the Ringling The American Broadcasting Com- report found TV to be competitive Eros. and Barnum & Bailey Circus. pany (ABC) won the national net- to theaters (The Billboard, February NEW YORK, Feb. 18.-An emer- Previously announced as signed for work award-altho it was the only 11). Latest findings showed that gency meeting of the local branch the Big One were Baptist Schreiber's web to enter. That, however, isn't "the typical TV-set owning family membership of the American Guild Springboard Elephants, from the the reason it won. The judges felt. in Washington is a young family," of Variety Artists (AGVA) will be Krone Circus in Germany, and a after studying the ABC entry, that consisting of four persons, with at held Wednesday (22) to cull sugges- group of bears from Hagenbeck Cir- (See AM-TV Promotion on page 6) least one of the children under 12 tions for working conditions and cus-Zoo in Stellingcn-Hamburg, Ger- years of age. The families reported minimum wages for variety actors on many. Dim TV Hope not only that TV entertains them, television and television film. The The Four Chaludis, equilibrists on but also makes it easier to hire baby- purpose of the meeting. which is de- bicycles, have been signed for the sitters. (See AGVA Confab Set on page 44) (Sec R-B Foreign Acts on page 62) In HST Board - What Are Your Deductions? WASHINGTON, Feb. 18. Altho President Truman Friday (17) ap- pointed a special temporary communications policy board to report next October 21 on a study of the badly crowded radio spectrum, the Tax Report guess here is that the board's recom- Allowable Deductions mendations will have little to do with the current dilemma of the Federal Communications Commission (FCC) Offers Aid in Here are the items of deduction which are most pertinent to the en- over television allocations. Trum-n. tertainment field. in setting up the board headed be Irvin L. Stewart, prexy of the Uni- Accounting and legal fees (busi- Professional cosmetics and make- versity of Virginia, declared that com- Daily Lingo ness). up. munications' most pressing problem Advertising. Profess.onal trade papers and "is the scarcity of radio frequencies Agents" commissions. periodicals. in relation to the steadily growing Arrangements. Professional laundry and valet demand" for frequencies. Business gifts. service. Charitable contributions. Professional maid service. The board is expected to come up Angled for Showbiz Clipping services. Publicity. (See Dim TV Hope on page 12) Circus Cuts Rehearsal expenses. Costumes. Rental of equipment. Iii This Issue By Lewis C. Labial' Dues in professional societies. Rent of office used in conducting -101 (BS, LIB, LIM, CPA, New York Depreciation of property used business. BCaurrnleivsqalu e ... 5609 MMuosdice MPoapc hCfnheasr ts ..20 attorney and certified public ac- for production of income. Repair of musical instruments 65 Night ubs 44 Parks and Pools ...68 countant admitted to practice Entei famment for business pur- and replacements (reeds, etc.) CCloalsns iMfieadc hAindeas 9903 Pipes for Pitehme.n. .. 00 U.S. Treasury Department and pose. meals, etc., while away from Stand-bys. Fairs Expositiotta 64 Radio-Television 5 Tax Court of the U.S.) home conducting business, and Secretarial service. FGiennael raSCel u Ortuaitnd oor -.5535 RRienpkesr toanirde Skater -571511' The purpose of this article is to miscellaneous expenses incurred in Salaries paid in conducting busi- Honor Roll of H1ta..20 Roadshow Films .........4s assist the reader by writing a short earning taxable income. ness. for LLeegttietirm Latiest 55 RSaoluetsebso ards ........9611 synopsis of the tax law in everyday Management fees. Transportation business Magic 50 Shuffleboards language. Photographs and reproductions. trips. Merchandise 60 Vaudevtlte .........44 Pdusic 14 Vending Machinee..94 The tax law applicable to your. Postage and stationery used for Unten dual. the eldboord ;Main Office,. 5160 Pattersor St. p19ra49c ticfaedlleyr atlh e insacmome el awta xt harte tauprpnl ieids banusswineersisn g pufarpn osmesa il)(.f or example, Unlearns. C1a1t1i r0r PehoEomnl atet,r Me2di2 c aes.0 l.r oCmiSnuecbsidnecanrlaiastuid. imo0na ttRearu tneJdu enrOe n4ea. s M',sPoo:f. March 8..1679. Copssight 1950 Iss The Billbearel (See REPORT GIVES on page 4) Publishing Compang. (,opy glibaci Inaierial www.americanradiohistory.com February 25, 1950 GENERAL NEWS The Billboard 74th Kennel Club Showbiz's Day in Fight on Taxes Pulls Show Well Garden At M. Sq. Report Gives Showbiz Tax Strong Pitch NEW YORK, Feb. 18.-The Ameri- can pooch industry received its an- Deductions in Daily Lingo nual major boost Monday (13) and To Congress Tuesday (14) via the American Ken- nel Club's (AKC) 74th consecutive canine show classic at Madison (Canttnued from page 3) 1. Where the husband and wife Square Garden. While the AKC Vs. Excises to your 1948 income tax return. There have equal incomes and deductions. steadfastly refuses to give out at- are very few changes. In this case unless there is an odd tendance figures, it was evident that number of personal exemptions, there Joint Return bad weather offered little discour- would be no tax saving. The principal change of the 1948 agement to dogdoin's admirers. Mon- law was that married people, by filing 2. Where one spouse has large day's crowd looked bigger than last Mail Campaign Builds Up a joint return, could treat their in- medicWalh eerxep etnhseerse. are capital losses year's, and the Garden was better come as tho the husband earned one suf3f. ered by both husband and wife. than three-quarters packed for the WASHINGTON, Feb. 18.-Showbiz half and the wife earned one 'tali. The filing of a joint return would final judging Tuesday night. takes the center stage at the tax You are considered to be married the limit the couple to a $1,000 capital For the first time -in six years,. hearings for one-day stand Tuesday entire year providing you were mar- loss, whereas if they filed separate poochdom's top laurels went to a (21), but the main drive for excise returns each spouse could take a foreign-bred dog, Walsing Winning cuts continues to go on in the wings Lewis C. Lebish, as can be seen by the $1,000 capital loss. Trick of Edgerstoune, owned by Mrs. and backstage thru the letters, state- degrees he holds. Is not only a man of John G. Winant, of New York. The Personal Exemptions ments and petitions that are being wide training, but has put in many years choice was close between the British directed to the House Ways and of practical km and legal work for a Each personal exemption entitles Scottie and a pointer, Charles Means Committee and to individual widely varied group of show business you to a $600 offset against your in- Palmer's C.P., for best dog in the legislators. clients. in this article be has attempted to come. If yoi are over 65 years of age show. But the sporting dog had to give show people all the essential facts on the last day of the year, you may be content with second honors as the With larger and better organized about the tax laws in a style somewhat claim two exemptions. The same ap- best American-bred of the year. The groups having backed showbiz ex- removed from that normally employed In plies if you are blind as of that date. winners went to the top thru a field cwisiteh ctuhtes garte ahte amriansgss oft hties stwimeeokn y anbdy government tax instructions. Ietx esmhoputlido nb ef onr otbeldin dthnaets st hoer afdodr itbioeinnagl of 2,532 canine aristocrats repping amusement groups taken two years ried on the last day of the year. If over 65 can only be claimed by the ovCero n1t9i0n udinifgf erietns t pbrraecetdics.e of giving ago available to the committee, the you were legally separated or di- taxpayer or by his spouse. You can- the faithful an interlude of diversion cmroonwyd inign too f ath es iinngdleu strdya'ys odroael s tesntoi-t vyoearcr,e dy oub efaorere cotnhsei delarestd dtoa yb e osf intghlee nfoort acnlayi md eapneyn daedndt.i tional exemptions fporre sean twedi ntdh-eu pC, arthl eH .A BKeCd fothrdis Fyaema-r minimize showbiz's chances, which the entire year. If your spouse died Dependents ily and their border collies in an ex- wthiel l hbeea rnino gb ethttaenr baenfdo rneo. worse after dyeonuutrii rneag r ey tehacero nasynieddae rr,me daf yo mr failtrear ixea dj poufiornprt ostrheees- exEemacpht iodne peonndleyn. t Tehnetirtele s aryeo u steov eornael hTihbei tiBonra doffo rsdhse, efpa thanedr adnudc ks onhse,r dhianvge. All Data Assembled tests that must be met in order to had their act on the road in recent duTsthrey sttoawnda rdo f exthceis eas mhuasse mcehnatn giend- turTnh. e Jgoeinnte raRl etaunrnsw eArd viiss atbhlea?t filing cmlauismt bae pecrlososenl ya s real adteedp.e n2d. enHte: 1m. uHset asummazminegrsl,y acnldev ethr eairn dd oagms upsiuntg osnh oawn little since the GOP-controlled 80th a joint return is a must for tax not have more than $500 income dur- in dealing with recalcitrant livestock. Congress backed tax. committee ex- savings providing your combined net ing the yea:. 1949. 3. You must have cise hearings which lasted several Showbiz Building months. During those hearings, every This is a general picture of the federal income tax picture. Persons !n facet of the entertainment world pre- the amusement industry with particular problems may write: In January Slump sented testimony, all of which is in Information Service the hands of the present The Broadway, New York 19, N. Y. of the Ways and Means Committee WASHINGTON, Feb. 18.-New for study and consideration. income less exemptions is more than contributec:, cver one half of the sup- showbiz construction got off to a exTcihsee mreadilu ctciaomnsp aicgonn tiinnu ebse hhaelfa voyf, $v2is,0a0b0le. Aw hjeorien t mroetsut rnof itsh ea lwinacyoms ea di-s cploaritm iend theis yemaar rr1i9e4d9,. 4a. nI f tehxee mpeprtsioonn sstloarwts srtuanrnt inign fiJvaen upaeryr , cewnti thb ehnienwd topping in volume anything on Capi- earned by one spouse or only one must not be claimed by the spouse. 5. December and 10 per cent behind tol Hill since the war. Still in the spouse earns income, also where either The person must be either a citizen the previous January, the Buieau vanguard of the pressure producers the husband or the wife has exemp- of the United States or a resident of of Labor Statistics (BLS) reported is the well organized drive of the tions or deductions which exceed his the United States. Canada or Mexico. this week. flicker industry. or her total income. Medical Expenses At this week's hearings, few wit- In some cases filing a joint return You are still only allowed medical nesses backed the stand of President might not result in a tax saving. The expenses in excess of 5 per cent of Billboard Truman for a limitation of excise following cases are cited as examples: (See REPORT GIVES on page 58) reductions. Most called for a complete return to prewar excise rates The World's Foremost Amusement on all items but liquor, gasoline and Pageant and Dance Showbiz Stocks Weekly tsbacco. The strongest pitch was Founded 1894 by W. H. Donaldson made by the National Committee for For Cherry Fete Publishers the Repeal of Wartime Excises, which D. C. - In Healthy Gain Roger S. Littleford was speaking for all groups affected William D. Littleford by excises, including the League of ChWerAryS HBINloGssToOmN ,F eFsteibv.a l 18C. ommiTttheee E. W. Evans Pres. & Secv New York Theaters, radio-TV, mov- WASHINGTON, Feb. 18.-Amuse- Lawrence W. Catto (CBFC) expects a crowd of 25,000 Editors ies, and the disk industry, all of which ment stocks in November moved are represented in the national com- fdoarn cae , spbeoctiha l opfa gweahnicth anwdi ll5 ,1h0i0g hfloigr hat into the second spot on the Securities GR.o gRe. r SSc. hLreiitbtleerf ord Jr. Coin MEdaictohri nein ECdhiitoetr mittee. and Exchange Commission (SEC) Outdoor Editor Johnston and Henderson ttihoen ahnenruea lM cahrcehrr y3 1b-lAospsroilm 2. celebra- lwishti cho f hastvoec ksc limbyb edi ndhuigshtreys t garboouvpes HWeirllbi amD oIt.t eSna chs . kin.c.i.n.n Eatxie cutive News Editor haTlfh eo fb rtuhnet porf o-threed utecsttiiomno noyr giann ibzae-- proUdnudcetiro nth em adniraegcetiro nf oro f NAewlla nY oZrkee's. 1939 levels, the SEC announced this Dick Armstrong . N. ew .Y. oErkxe cu tive News Editor week. t tion was delivered by Eric Johnston, Capitol Theater, the pageant will Managers and Divisions cpiraetsioidne n(tM oPf Ath)e, aMnodt iLoneo Pn icHtuerned eArssoson-, dsoenpgics t atnhde daawncaekse.n inIgt owfi ll spbrein gp rein- 100U, stihneg SJEaCnu pauryt , am19u3s9e, maesn ta cboamsme oant E2.1 6W0M . PaiEant vteaOrnfssfo,i cneG Se&nt . , PCMriinantncianinggne raD tiiC v2iin3s,ic oiOnn nhaioti former head of the Office of Price sented at the outdoor Sylvan The- stocks at an index of 214 at the end Phone: DUnbar 6450 Administration (OPA). Both assured ater. of November. Pushed out of second W. D. Littleford. Gen. Manager Eastern Division place were airline stocks, which were 1564 Broadway. New York 19. N. Y. the House committee that any loss Playing for the dance at the Na- Phone: PLaut 7-2800 to the Treasury from reductions of tional Guard Armory will be the given an index of 208.2. Paper in- M. L. Reuter, Gen. Manager Western Division all excises would be more than made Charlie Spivak ork alternating with dustry stocks remained well out in 188 W. Randolph St., Chicago 1, Ill. up by higher income and corporation Barnee Breeskin's Shoreham Hotel front, with an index of 247.6. Com- Phone: CEntral 6-8761 taanxti cicpoaltleedc tioinnsc reraesseu ltiinn gb ufsrionmes s thoef bbaanlld .i s PIanu lc hSacrhgwe arotfz , mDu. siCc. Ffoerd etrhae- pNoeswit e Yionrdke xE xfcohr anaglle sftoorc kNs ovoenm btheer Sam6 0A00b bSoutPtn.h soeGnt een:B . inMHd0.a.1 n1aHygwoeolrlo ydWw oe9os-td6 8C32o1$ a. sCt aDliifv.i sion the firms presently hit by excises. tion of Musicians. Showbiz figures on was 129.2. P. B. Joerling, Gen. Manager Southwest Division The CIO, which usually goes along the arrangements committee f the 390 Arcade Bldg., St. Louis 1, Mo. wits the administration, urged reduc- dance include Harry Lohmeier, War- Henie Falls Behind Phone: CHestnut 0443 tion in the 20 per cent admission tax, ner Bros.: Sam Kaufman and Carter C. I. Latscha ...Advert:sing Director Kemper ....Advertising Mgr., New York suggesting that the tax be lifted en- Barron, Loew's and Zee. '49 Pace, in Detroit KM.. L. Reut.e.r. .. .. ...A.d vertising Mgr.. Chicago tirely for admissions under 40 cents B. A. Bruns . .. .Circulation Manager and cut back to 10 per cent for higher Main Advertising, C. irculation & Printing Offices DETROIT, Feb. 18.-The annual 2160 Patterson St.. Cincinnati 22. Ohio atshiddimse rissahstiiaoounnls d. isb e Tgdihvoeen ne u n"toibo enfr oermaed odavenindy g ctohthnae-t iilcnees ssa tophfer oaduceegfthiim cietex cotiasr ex dtsaetxbretu.s"c thuarse nroe gpalardce- Sploanyjead Htoe naine eHstoimllyawteodo d4 5,I0c0e0 Rine vthuee Syeuabrs. crNipOt.i oTnw oPr ahytoeensae r:s p, "aUy$a1n7bb.l5ae0 r. i6nT4 h5ea0sd ev arnactee.s apOpnlye tax on night clubs." Jones attacked the administration first five shows, running thru in the United States. U. S. Possessions, Canada Speaking for a great number of proposal to extend the 10 per cent Wtimedatneeds daayt ncliogshet , two it$h1 0t0h,e0 0g0r. osbsa seesd- aRnadt esc oiunn tortihese r info rPeiagnn- Acmouenritcraiens sPeonstt alu pUonn iorne-. the nation's merchants, the American fee on radios to television. Tele- quest. Subscribers when requesting change of . Retail Federation (ARF) demanded vision, he stated, has been hailed as on a price scale of $1.25 to $3. address should give old as well as new address outright repeal of all excises. Going the industry with the greatest poten- The show this year runs thru March The Billboard also publishes further than other organizations, the tial in jobs, production and sales 5, with Mondays dark and mats on Vend. the monthly magazine of automata merchandising. Federation testimony, presented by volume to emerge from the war, "and each of the three Sundays. Attend- its president, Rowland Jones, de- the government proposes to burden ance so far this season is a little 494° clared: "The taxation of production. it with a 10 per cent tax before it is under last year's, but advance sale 19 and distribution of goods and serv- hardly out of the cradle." indicates this may be offest. www.americanradiohistory.com February 25, 1950 PROMOTION COMPETITION 'the Billboard 5 Communications to 1964 Broadway, New York 19, N. Y. THE WINNERS The Billboard's Twelfth Annual Radio and Television Promotion Competition Sales Audience-Sales Public Service Audience Promotion Promotion Promotion Promotion National Network Clear Channel Network Affiliate Regional Channel Network Regional Channel Network Affiliate Affiliate 1ST AMERICAN BROADCASTING COMPANY 151 KSTP, MINNEAPOLIS Robert Kintner, Pres.; Theodore Ober- Hubbard. Gen. Joseph felder, Dir. Adv. & Front. Mgr' 1ST WFIL, PHILADELPHIA 1ST WFPR, BALTIMORE Clear Channel Network Affiliate Rogere bi,;, Geen!:. "sr-: °""e A' J. H. Trautfelter, Gen. Mgr.; William 20 XNBC, SAN FRANCISCO B. Roche. Prom. Mgr. 1SI W1W, CINCINNATI Jonas W. Elwood. Gen. Mgr.; Ethel Gil- KFH, WICHITA, KAN. 017iSt. Prom. Mgr. 2D David E. Frank V. Webb, Gen. Mgr.; Russel Lowe, WNAX, YANIITON, S. D. R.paEr.tri2gt'i7.1 30 Prom. Mgr. Ro'nrt R. Tmeher, Gen. Mgt.; Ram IL *FAB, OMAHA Case. Prom. Mgr. 2D WMAO. CHICAGO MO, Don Shoemaker, 20 WIMJ, MILWAUKEE ""' Harold Walter J. Datum, Gen. Mgr. i. A. 31) KDAL DULUTH, MINN. atire7,1-;j:;!'i;fs?.'"' Ifrg:onal Channel Network 30 WEAU, EAU CLAIRE, WIS. DVIrson., Li:rnr ;,c1;;.. Ge". M".' Jeanne W6Y, SCHENECTADY. N. Y. Affiliate W. C. Bring,. Gen. Mgr. R. S. Peare. Mgr.; R. W. O'Brien, Prom Local Channel Network Affiliate Mgr. KIT, DENVER 1ST WCCP. BOSTON 3° Regional Channel Network Lawre,ce, Gm, Mgr.. John WV:toff RulFrhomT.T41..Gen' Mgr' John Connors, 1ST WCVS, SPRINGFIELD, ILL ?r,rn. Myr. C. W. Need, Gen. and Prom. Mgr. Affiliate WNAX, YANKTON, S. 11 KPO, WENATC4E, WASH. 2D KIST, SANTA BARBARA, CALF. Robert R. Tincher Gen. Mgr.; Robert 1ST VISAI, CINCINNATI ..,-, Wallace, Gen. Mgr.; W. II Green. Donovan, Prom. Mgr. Harry Butcher. Oen. Mgr.; Michael J. Robert Sampson. Gen. Mgr.; Margaret MeNeogh, Prom. Mgr. Prom. Mgr, Mau, Prom. Mgr. Local Channel Network Affiliate Non-Network, 250-1,000 Watts KM DENVER WEIL PHILADELPHIA Hugh Terreir. Den. Mgr.; John Connors, kV. CUP, Gen. Mgr., Geo.?, A 1ST KXU, HELENA, MONT. :7:Oehler. Proni. Mgr. Barclay Craighead, Gen. Mgr. 1ST WIOW, NORFOLK Robert E. Wasdon, Gen. Mgr.; 'am" 2D WOWO, FT. WAYNE, IND. 20 VIDAC, DURHAM, N. C 20 WBBC, FLINT, MICH, Campbell, Prom. Mgr. J. mPe. yeCr,o nlPeryo, mG. enM. grM. gr.; Hilda Woehr- Frank Jarman, Gen. & Prom. Mar. W. Eldon Garner, Gen. Mgr. 2D WFRL, FREEPORT. ILL. ' WNAX, YANKTON, S. D. Non-Network, 5,000-20.000 Vincent Barker, Gen. Mgr.; Dare Taylor, WNAX. YANKTON, S. D: Coml. Mgr. 3D Robert R. Tincher. Oen. Mgr.; Ross E. P,',ert R. Tlncher. Gen. Mgr.: Robert Watts Case, Prom. Mgr. Prom. Mgr. 3D WFOX, MILWAUKEE Local Channel Network Affiliate 151 WOY, NEW YORK Charles J. Lartphier, Oen. Mgr.; Carl 30 MSC KANSAS CITY, MO. Ra:nn Well. Gen. Mgr.; Carol Forbes, Zimmerman, Prom. Mgr. Prem. Mgr. 1ST WBOW, TERRE HAUTE, IND. Krerner. Dir., John S. McDermott. ?tier. William P. RippeToe. Gen Mgr.; Made- 2D KPI3A, HONOLULU, T. H. leine K. Hon.?, Prom. Mgr. Local Channel Network Affiliate Joigion?.. 4':irt.t!tig, Gen. Mgr.; Hal Lewis, Non-Network, 250.1,000 Watts 2D KSL, SALT LAKE CITY C. Richard Evans, Gen. Mgr.; Sherri' 1ST WMIL, MILWAUKEE 1ST WORZ, ORLANDO, RA. 3D KUSD, VERMlil. ON, S. D. Taylor. Prom. Mgr. Hill. Gen. Mgr. .erome 8111, Gen. Mgr. Irving R. Merrill. Gen. higr.; Shirley 3D WMAO, CHICAGO Enquixt, Prom. Mgr. 20 WPDX, CLARKSBURG, W. VA. 20 WCVS, SPRINGFIED, ILL. I. E. Shoerman, Gen. Mgr.: liarokl A. Honorable Mention R. C. Warden, Gen. Mgr.; J. N. Larose, C. Neeld, Gen. & Prom. Mgr. Smith. Prom. Mgr. Prom. Mgr. KUOM, ST. PAUL Non-Network, 250-1,000 Watts Burton K. Paulo, Gen. Mgr. KOA, DENVER 3D KXIC, IOWA CITY, IA. Lloyd E. Yoder, Oen. Mgr.; Randy P. Gene Clausen. Oen. Mgr.; Larry Butler. 1ST WAG, KIITANING, PA. Non-Network, 250-1,000 Watts Smith, Prom. Mgr. Prom. Mgr. Antes L. Harper. Gen. Mgr. Non-Network, 5,000-20,000 1S1 WNYC, NEW YORK rl 2D WMTR, MORRISTOWN, N. J. Seymour Seigel, Oen. Mgr. Watts Television E. A. Croy, Gen. Mgr.; Merrill Morris, Regional Networks P-orn. Mgr. Sales and Audience-Sales General Promotion Promotion KKK, ODESSA, TEX. General Promotion Hen Nedow, Gen. Mgr. 1ST PACIFIC NORTHWEST BROADCASTERS 1ST WHEW, NEW YORK Si WLW-T, CINCINNATI 3D WIIIY, LADYSMITH, WK, Ed Craney, Mgr. Bernice Judie. Gen. Mgr.; Nick Froyd- berg, Prom. Mgr. MParaer/ttraildl geT, erPrryo,m .G eMn.g , Mgr David A P7-o. .rS. hiMe'gers.. Gen. Mgr.: Corinne Kopp, 21) YANKEE NETWORK Limas Travers, Exec. V.-P. 2D WOV, NEW YORK WKYTV, OKLAHOMA CITY Ralph Well. Gen. Mgr.; Carol Forbes, Non-Network, 50,000 Watts P. A. Bug, r-, vii:.; Gene Dodson. Mgr. Prom. Mg FU Public Service and Audience 3D (KEY, TORONTO ^) Promotion WED, NEW YORK Jack K Cooke, Gen. Mgr.; Gordon Allen, ht,rtirrer f.ce-t!. Di, Arthur C. Scho- Prom. Mgr. field. Pro,. Mgr. 1ST WINS, NEW YORK General Promotion Non-Network, 50,000 Watts Kieran T. Murphy & Wilmot H. Loose. K60.1V, SAN FRANCISCO Co-Mgrs.; Joseph Besch, Prom. Mgr. Sales and Audience-Sales Gay7e Grub Mgr.; Maury Baler. ST WI!!, WILKESBARRE, PA. Prom. 54, . 1 _Rte :3rd 0. Evans. Gen. Mgr. Clear Channel Network Affiliate Promotion Public Service and Audience CHICAGO XEMV, HOLLYWOOD Promotion 1ST WHDH, BOSTON Jamaeest8 t. Mgr.; Karl R. C:iff. Gill, Gen. Mg,. William 0.1cOrath. Geo. Mgr.; William Shea. Prem. Mar. 30 WAVE1V, LOUISVILLE WFDR. NEW YORK 1ST WNBC, NEW YORK Nathan Lord, Gen. Mg,: Hebert WM- Fred iJmhey, Oen. Her.: Lou rra.kei, Thomas B. Mcroddoa, Goa. htgr.; Marry 2D WMGM, NEW YORK man, Prom. Mgr. Prom. MP, Hartia, Prom. Mfr. Bert Lebhar Jr., Directed www.americanradiohistory.com 6 PROMOTION COMPETITION The Billboard February 25, 1950 AM-TV PROMOTION TOPPERS WMIL Sales Poll 12th BB Here Are the Judges Who Finds Promosh Tops Picked 'Em Caliber . NEW YORK, Feb. 18.-Winners in The Billboard's Annual Radio Smaller Indies Of Entries Up and Television Promotion Competition are chosen not by staffers of the publication, as is true in other cases, but by a panel of judges representing leading advertisers and advertising agencies. This system was initiated three years ago for varying reasons. One was that WPDX Second, KXIC Third Gimmicks Still Scarce, Tho the number of entries had grown far beyond the stage where relatively few could serve as judges. Another was the strong belief that since NEW YORK, Feb. 18.-The acco- (Continued from page 3) so much radio promotion is directed at advertisers and their agencies lade for sales promotion among low- its brochure setting forth the position they were best qualified to judge its quality. And another reason was power indie stations in The Bill- of the radio industry, in this day of The Billboard's intention to achieve complete impartiality in the se- board's 12th Annual Radio and Tele- TV and increasing black-and-white lection of the winners. vision Promotion Competition was competition, would have rated irre- This year, as last year, the judges' committee was subdivided into taken down by WMIL, Milwaukee. snective of other entries. The judges various panels, each of which was assigned to two or more categories. For the second straight year, second also went on record with a severe In most instances there was no consultation between the judges in prize was won by WPDX Clarks- criticism of the three non-participat- casting their ballots, thus avoiding the possibility of one judge's burg, W. Va. Third honors to KXIC, ing networks, declaring they could influencing another. Iowa City. not understand their stand-offish at- The full list of judges follows. In winning its award, WMIL un- titude in the light of tightening radio veiled potent direct mail sales pitch a expenditures. Promotion Competition Judge. geared to attract new clients and so- This year's winners include some of Advertisers Agencies lidify its position with those already, radio's top stations and others brand I. J. M. ALLEN, Vice-President in Charge 3. WALTER CRAIG, Vke-President in Chars* of Run. and Television, Renton on its sponsor list. This was de- new to the competition. The "peren- 2. HOWARD Al."6HAP14,- Drtler:toPorrtl veloped around survey figures cal- nials" include WLW, Cincinnati; KLZ, 4. tVICKwahlEncii. CRIDER, Batten, Bar- 3. ALB=ERT' el17.414111.F`F°,`PATTAin, ton, Durable Osborn, culated to show the strong audience Denver; WNEW. New York; WNBC. Manager, Celanese Corporation of Amer- S. GEORGE F. FOLEY JR., Television DI- status of the station in its area. Thus, New York; WMAQ, Chicago. WDNC Ica rel;v=rairector, 4. C. J. of 6. a three-month Hooper spread indi- WDuaryhnaem, ,I ndN.. CN.e. wacnodm erWs Or-eWp Or^.s eFnto rt Rubber Cornn-' 7. r."grilt52BitrAr Ayer a Son, cated that WMIL owned an average large geogrenhical soan a 4S.. eJJ.aO tHeWPNAa Rl RmD. o lG MivIAeLUM PReAEeNtR , ,C VoDimcirepe-acPntryoe rs idoef ntA, dCvo.l,- S. ICnOc' M F. HARRINGTON, Ted Bates a athued ie1n4.c8e sdhealirvee roefd 1 1b.3y, cthormepe arneedt wwoirtkh MFoonrorKilsuPtloQuw.; nW. K^NnE. aCtJ."!.;:h. .e KeX. OTWCdea, ssshIao.:.w Ka PTCOiietAy,:.. 7. tGMieEinOfgRr,.G .EW= iEl d. roPoOatT iTCaEoRmz, pViarnicy o, -PInrec.s idAemnte rTichae 10. rCfFoeHRrcdEtAo SSriT, :EIrSCREho .em MnpKaftiEceoCnlMd R,P AA,I nCdcAvK.se EsrNtisis,t ainDngte , hMeInretcdy.i, a CDlifi-- aoftfhielira tiensd ieasn. d Othn ea l6o.5c als hleavreel , oWf MthILe wDLV. Ladysmith. Wis., and WIZZ- S. bla Pro %Wiens, Inc. 11. LINNEA NELSON, J. Waller Thompson pitched a series of sprightly news- 1. RICHARD O. RETTIG, Viu-President, paper ads to tell its story to adver- FM. Wilkes-Barre. Pa. Whqehall Pharmacia Company 12. fltrairPRYOR, Director of Television, WLW, which hr; been copping pro- Agencies 13. Foot* lenlIR, Dancer-Fits- tisAer sc hina raitcst earr enaa.m ed "Clem Whiffle- -mstoartitoinng atow caordmsp il,eIn ac ec owmapya rabbalcek .r eci-s I. WcneeInLt, LoIarAniMdt. RInaAcd.. i o CTHVA LDMirEeRctSo,r , VKiceon-yPorne sai- FADPRLIEANW SSNAOM1I 4. Daneer-Fiilfzzgge*rraaildd-- tWrePeD" X,w taos tycpreifayt etdh e boyu tltehte's ssttraefnf gtohf oonrde raitnio nt. elfeovri sYioena.r s rTehgea rdCedin caisn ntahtei 2. LMEcEC anCnO EOrLicEkYso, n,D irInecc.t or of Television, 14. TSSOeeMMMPP hhSii,,L ATER, Rothrinitf a Ryan, Inc. in reaching top merchandising operation inr^dio became a regular feature of a 'mailing piece called "WPDX-o-grams," tied f^r first nlace in the TV ^wards with WKY-TV. P. A. (B "ddy) Soge's's WLW 1st in Sales Promotion by which the message was rammed home. The main drive took' place ball-of-fire station in Oklahoma City, ent from August thru November, in FI,T awards to Dick Evans's which period agencies and advertis- WIZZ-FM, Wilkes- Barre. with two stations owned by the rtarrnent Among Clears, 3d Year in Row ers were bombarded with. a new mailing piece every three days. Workers' Union, KFMV. Hollywood, To prove to advertisers the cheap- and WFDR. New York. following for ness and effectiveness of KXIC, the second and third. NEW YORK, Feb. 18.-Once again this is no exception, as the outlet third prize winner utilized tele- WLW. Cincinnati, has walked off with turned out a constant stream of fac- phone survey made by a Uniav ersity WHIM-I:Topper first prize in sales promotion among tual data to its time salesmen and of Iowa professor. The survey indi- clear channel network affiliates. The to agency time buyers. board of judges in The Billboard's The WLW advertiser promotion in- cated that between 7:45 and 8 a.m. In 50-Kw. Non- 12 :h oAt inonnulomRpnaeat nadf tTrel cludes a data sheet titled WLW Fax- awbeoruet t9u npeedr ctoe ntK XofI Ca. ll lSotcriakli nhgom aens mulling file, utilization of the front page of average, the station developed an all the entries in the classification, its weekly program sked, program Category argument for its list of advertisers Net awarded the palm to the high- and talent bulletins on shows, and and agencies that cost per listener powered merchandising outlet, mark- regular merchandising reports of all was .173 cents, whereas cost for space ing the third consecutive champion- promotion, publicity and merchan- in the local daily newspaper was N1 71 Y-11C. Feb. 18.-The 50.000- ship in the sales division for WLW, dising done for programs and prod- wanadt t anuodni-ennectew o-r!':e sl aucraetelsg oirny thoef s-Tohees swehciucthiv eh asn ar ormecoordti oofn wicnonminpge tictoionn- upcrotsg. ramA ns elelxs tetnhsei vep romdeurccths antod isitnhge f1e.2c6t5iv ec enfitgs urpeesr rien adaenr . efBfeyc tuivsein gw aeyf-. rth the station achieved the desired re- Billboard's Annual Radio and awards strechjng back even further audience, including a People's Ad- sult and won its award, simultane- Television Promotion Competition if other olassific.ptions are included. visory Council, a research service for ously. were taken by WHDH, Bo^ton. Second honors in this division went clients, a consumer's foundation and WMGM. New York was second. to WMAO. Chicago. which last year a low-cost specialty sales staff pro- WINS Cashes In WHDH makes thoro use of clever tools third place. This year's third vided by the station for clients who newspaper advertising to get and award was rendered to WGY, Sche- do not have an adequate staff of their hold and audience and also to make ne-tady. N. Y. own. On Journalism local advertisers aware of the sta- It is an industry byword that WLW WMAQ works very closely with tion's sale; potency. The newspaper should come up with a powerhouse sponsors in getting tie-ins with retail ails are supplemented with cross- promotion campaign each year, and (See WLW Is Tops on page 11) NEW YORK, Feb. 18.-WINS, New plugs, outdoor advertising, sky-writ- York, was the sole winner for public tiinmg ea-onndl ya stitea-tiionn sw iftohr ssixig nl-oocfafl sdpaoyts- KLZ, WSAI Tie In Effectiveness service promotion in the non- network-50,000 watts division of The (i. e. "Turn the dial to WHDM now.") Billboard's 12th Annual Radio and Its salesmen also use present .tions Of Sales Among Reg'l Net Affils Television Promotion Competition. specially tailored to each local client. The New York outlet cashed in on its and for national advertisers. The Herald journalism contest, a three- station gets behind its advertisers way promotion among WINS, The with tie-in ads, point-of-sale material -Westchester Herald, and Westchester and direct-mail pitches to local NEW YORK, Feb. 18.-A photo 20-week course, held thruout the year County high schools, in conjunction dealers. finish in sales promotion effectiveness except in July and August. Products with a WINS weekly show, Know The WMGM story consists of the resulted in a tie for first place among used to demonstrate display, adver- Your Community. romotion done for the eight syndicated transcribed shows produced by regional channel network affiliates tising and merchandising techniques trieTsh ef rocmon tWeste, stcwhheiscthe r rsetquudeesntetsd oef na- MGM and its radio outlet. First, between KLZ, Denver, WSAI, Cin- are those plugged on the station. Re- feature-type-news story about their brochures were sent to stations, Cinnati, in The Billboard's 12th An- sults included co-operation in placing own community, garnered plenty of potential sponsors and agencies. nual Radio and Television Promotion newspaper ads for the products, in free space in The Herald and several Afterward, the shows were constantly Competition. Second honors were special store displays, inventory WINS staff members appeared at promoted on the station and via car awarded to WOWO, Fort Wayne, eh-Tics and new stock orders. Re- school assembly meetings to push cards, bus streamers, launday shirt- Ind., while WNAX, Yankton, S. D., sults also mean new retail outlets the promotion in person. Weekly bands and window displays which added third place to the second prize for manufacturers using WSAI. One winners were interviewed -on -the plugged the local sponsor. Also used it won for audience promotion. means of promoting the plan on audi- Know Your Community show, and were advertising, magazine inserts; A school for grocers is a continu- ence level was the "WSAI Advertised the grand prize winners were given poLlage meter slugs on envelopes and ing facet of the WSAI campaig t. Last Products Week," in which grocery jobs in the WINS newsroom and on trzcia press ads. year, 800 local grocers enrolled for a (See KLZ, WSAI Tie on page 11) The fierald editorial staff. www.americanradiohistory.com February 25, 1950 The Billboard PROMOTION COMPETITION 7 KSTP Is Tops Pubsery Prizes Split Among Springfield, WCYS, Cops a Top Award In Aud. Sales Net Affils on Region Channels NEW YORK. Feb. 18.-Top award Of Net Clears made in the audience nromot;on di- NEW YORK. Feb. 18 -Netwcrk Gold Star Safety Club, was centered vision to a local channel network affiliates operating on rzgional chan- around the slogan "So That a Child affiliate in The Billboard's 12th An- nets submitted so many slick entries May Live." KFH put all of its AM nual Radio and Television Pronwticr. in the public service promotion di- and FM promotion resources behind, KNBC and KFAB Follow Competition went to WCVS, Spring- vision of The Billboard's 12th Annual the drive and, single handed. put thru field, Ill. In winning first place, the Radio and Television Promotion Com- a local safety week, including a plan NEW YORK, Feb. 18.-K S T P, station made its facilities available to petition that the judge., finally de- for city inspection of al; autos. Minneapolis, walked off with the many community groups, thus coin- cided to split all three awards. WFIL. WT.Mrs Campaign laurels in the audience-sales cate- bining public service with its develop- Philacielphia. tied with KPH. Wichita, Milwaukee Station WTMJ used an- gory for clear channel network affili- ment of local listenership. Second Kan.. for firs' place. WTMJ, Mil- other character, Civic Sam, to high- ates, in The Billboard's 12th Annual prize went to KIST, Santa Barbara, waukee. and WEAL'. Ea., Claire Wis., light its five-month clean-up cam- Radio and Television Promotion Calif. There was no third-place shared -eccnol hot, rs, and KLZ. Dan - paign in the city. Sam made numer- Competition. Second place went to award. ver, and WN1X. Yankton. S D.. were ous personal appearances to plug the Regular weekly broadcasts are third. KNBC, San Francisco, and third to writ, drive and had his own column in KFAB, Omaha. WOR, New York. scheduled over WCVS and its FM The two toppers. and KFH, The Milwaukee Journal. in line with last year's winner, did not enter. adjunct by such local organizations both scored on the merits of traffic Wisconsin's land resources conserva- Not only did the Minneapolis out- as the Parent-Teachers' Association, safety campaigns. WFIL staged an tion program, WEAU, Eau Claire, let do a fine over-all audience-pro- the Municipal Choir, the School Safe- impressive 60-day promotion last fall, sparked a remarkable interest in the motion .job, but its "Pltnalyzed Pro- ty Patrol, the County Home Bureau built around a cartoon character project via a soil conservation field motion" was an exempla of a station and others. The station's personnel named Silly Willie who consistently day promotion. In r,sponse to a going out and actively helping to all belong to one or more local groups "violated" basic traffic safety rules program schedule, almost exclusively sell a sponsor's product in its market and participate in all activities, fre- and always paid for his mistake. The devoted to soil conservation problems, by retail dealer tie-ins, special stunts quently assuming charge of their theme: "Don't Be a Silly Willie," more than 605 farmers requested that and window displays. radio work. Based on the national The Philly station, which put six soil conservationists look at their The KNBC story was more a con- one-time rate, the station estimates months of work into the promotion farms and many farmers have instant day-in-day-out promotion over the value of time contributed for and contributed $75,000 of free air corporated soil conservation practices 365 days, but its potent use of direct such broadcasts during the past year time, had complete charge of the as direct result of the show. WEAU mail pieces no doubt was a strong as well over $75,000. campaign and lined tip all the co- wilal carry the event over to 1950 factor in its selection. KFAB was In taking second prize. KIST operating organizations, free space, and year-round promotion of the pro- awarded third prize mainly on the showed the value of continuous dollar donations and numerous other gram is already under way. basis of Campus Cavalcade, a Satur- mounting audience promotion which facets of the smash safety drive. Third-placer KLZ, one of last day morning show aimed at teen- (See WCVS a Topper on page 1 The KFH safety stunt, tagged The year's winners, has a year-round agers and tied in with a department newsworthy public service program store. The program saluted local schedule, including an annual soil high s. chools and brought bobby- WNEW Tops Non Net 5-20 conservation contest, teen-age dis- soxers .to the store in droves to see cussion shows, human relations series, the show. a traffic safety series and a funny Kws. in Sales and Aud. Sales paper party for kids. The companion WFBR No. 1 third-placer, WNAX, made its mark with its second annual farmstead improvement program. "designed to In Audience NEW YORK. Feb. 18.-WNEW, volved advertising, direct mail. mer- lead the way to more gracious living New York, continuing its winning chandising, publicity and a special on the farm and stop the migration Promotion ways promotionwise, won still an- undertaking which led to the forma- other ribbon in the sales and audi- tion of a "foreign language quality of farm youth to the city." ence-sales category of The Billboard's netwcrk." Among the ideas which 21 Hours of Plugs NEW YORK, Feb. 18.-The audi- 12th ,Annual Radio and Television show an extra special quality its sales The Midwest station garnered re- Promotion Competition for non-net- promotion is its Time Buyers Quiz, markable coverage on the five-State ence promotion of WFBR, Baltimore, took top honors among regional chan- work 5,000-to-20.000 watt stations. which pitches questions about the program via 21 hours o: radio plugs, Second went to WOV, New Ycrk, and station's potency at them via phone special display tie-ups with county nel network affiliates in The Bill- third to CKEY, Toronto. and awards prizes for the correct agents' offices and participating board's 12th Annual Radic and Tele- WNEW made a major contribution answers. manufacturers. WNAX farm service- vision Promotion Competition. Sec- ond place went to WNAX, Yankton, to the radio industry as a sales CKEY's claim to top-grade sales men talked up the program at more S. D., with KD41... Duluth, Minn.. medium when it analyzed and pro- promotion is based on the fact that than 60 banquets and last autumn the copping third place honors for the jected in terms of actual listeners the its time is "pre-sold" by a history of station set up a special information number of people tuned to radios published audience figures. To do desk for the project at the Clay second straight year. outside their own homes. This served this job the station mails monthly County Fair. More than 1,535 fami- The WFBR audience. promotion featured special emphasis on the to provide advertisers a complete rating reports to 150 time buyers lies from 226 counties in five States "block system" in its extensive and audience rating and measurement and its salesmen are armed with vied to be selected one of the farm without precedent. The station fol- Elliot Haynes reports and dominion families judged to have made the continuous newspaper advertising. The station plugged not-only its local lowed thru with a fine job of exploi- statistics which add to the station's greatest gains in farmstead improve- stanzas, but web shows as well. tation via trade papers, car cards, sales potency. This is in addition ment. State winners were feted at daily press and syndicated colum- to the whirlwind promotion cam- informal banquets and after-dinner Among techniques used were bus- car cards, studio picture boards and nists, etc. paigns which make marked use of portions of the meet were recorded WOV's many-faceted campaign in- plugs and street advertising. for subsequent broadcast on WNAX. displays, air plugs and direct mailings. Also used were special campaigns for specific shows, including a variety of stunts and special tie- Repeat Winners in Three Promotion Competitions ups. Thus, gasoline- sponsored a newscast was splashed over with posters in 46 local gas stations. STATION CITY 10th ANNUAL AWARD 11th ANNUAL AWARD 12th ANNUAL AWARD The WNAX audience problem was Pacific N. W. Broadcaster Ova r -all Reg-.;"Zt.;11_2d Pubserv, Reg. Net-lst Oen. Prom., Roo. Net-lst WOR, New York Audience, Clear Channel-2d particularly acute, because the out- Audience Sales, Cl. Chan.-Ist None let covers probably the largest land WLW, Cincinnati Over -AIL Clear Channel -1st Sales, Clear Channel -1st -1st Pubserv, Clear Channel --3-dl et Sams, CI. Chan. area of any U S. station: 308 BMB KSTP, MinneapPliS $tog(, Campaign. Cl, Chen. ;:lesse. Clear Channel -2d Audience Sates Prom., Cl. Chan. -1st counties in five Midwestern States. K1-5, Denver OverAll, Regional-3d Sales, Regional-1st Thus, the station's cwn facilities were Pubserv, Regional-1st tIt:gert!egRe74721sL3d WFIL, Philadelphia Single Campaign, Regional-3d Audience, Regional -2d Audience Sales Prom., Regional- widely used, to the extent of 3,608 Pterv, Regional-1D announcements in the first 10 months Holyoke, Mao. None of 1949. Display ads were used in WMOM is'rnbar,".6...`;`;`Le'sicr.-'10 redtr.`;'.,1-51M:721., Sales A Aud. Sales Prom., 50.020 w14e3r en emwasdpea pteor s,3 3a,6n0d8 drierteacitl erms aialilnonges WOV, New York Over -Ail, .3°47 0,000 -lot 74.1:44-?°3-113" z!."Lls, SSaallees 8. A5-u2d0 KSwale.s-I sPt rom., 5.20 Kw.-2d and a total of 57.500 listeners, re- WHEW, New York Over-All, Over 5,000-Ist Audience, 5.20 Kw. -1st Sa.'ez. &is/4,yd. Sales Prom.. 5.20 tailers and wholesalers. The station Sates, 5.20 Kw.-2d None tours many of its talent groups to WFOX, SMI::::11Ver. 0:::,031010-23.1° Audience-Sales. 250.1,000 wafts- Au-d3iedn ce Prom.. 250.1,000 watts towns and villages all around its 51.1-tir 3d None area. During the terrific blizzards WNYC, %.;"1:1OrkC.". 'PArtubd.'i'g,4 *e,22(;01-ie207;;;s72g1 25000 watts-2d of 1948-'49, the close connection with Audience 250.1,000 watts-1sT Fabd1:iii...2s1111%ow,.174-.11. its listeners served well, as the sta- CKC K, 4;t1SiFrILF 3s:i?:1.;.1v1.i1c;a m4a"i"g7n,,1 "C anadian- FM-2d tion was made official contact point Canadian -.U.zt-p: ratoTence, Regional -1st for an area over 400 miles away. WrPAX, ftYVINtetne, S. D Audience, In repeating its third place award Regional -3d Pubserv, Regional of last year, KDAL, Duluth, utilized Audience Sales Prom.. Reg.-2d -3d -3d nine separate promotions designed Duluth Regional Audience, Regional WMAQ, 21.11:1,1n: Sales, Clear-2d to build its audience. These included Pubsery & Audience, C1.-90 wowo. Ft. Wayne, And. rt7encCe'rarlZ3IIIrom., Regional- airing talent from its own booth at the: Duluth Home Show, having tuterv-Regional st Sales, Regional-2d WHOW, Terre Haute, Ind.V Audience, Local Channft-Ist Sates, Local -1st special telephone interviewers chat WPDX, Clarksburg. W. Sales, 250.1,000 2d Sales, 250.1,000 watts-2d -Is with listeners, sponsoring parades rgtirn, Audience Sates ;P rom., Regn. r audience Sates Prom.. Reg riggitt*, H. C. -urging voting, airing a grid game -1st Aud. Sales prom., _Reg.-2d from California in which a local col- WTMJ, HMoilnwoaluulkue e Sales IegZ9203 d Kw Id Pubserv, ralaKrw=.i 02d lege played, summarizing the day's k Aud.. ne o,R:Pll.roormna,1, l7st Aud. tWCYPNN°W11Ad. ; Boston Safes Po 0 Kw. -1st Sales Aud, Sales Prom.. 50,000 news for 10 civic clubs each week, -lot watts-lst TV3d and distributing 10,000 pennies with WIINR-TV, einem,* General Prom., TV Gen Prom., a station slogan gummed on. Copyrighted material www.americanradiohistory.com compEnTioN 8 PROMOTION The Billboard February 25, 1950 ,Molk Nation Share Top 3 Awards; Pawl VVLOW Wn aWle 6 TV Outlets From All Over Sa Makes It Three NEW YORK, Feb. 18.-A division Entries Stress Year's Growth which could produce no winner last Wins in a Row year brought forth a champion for NEW YORK, Feb. 18.-The de- brought out onto Chicago's streets by 1950, in the sales promotion category, Velopment of television in the past, WENR-TV Santa Claus promotion, in local channel network affiliate divi- year was clearly evidenced by the which St. Nick was brought to town sion of The Billboard's 12th Annual Small Indies' And. Promosh caliber of the presentations entered on a boat which steamed down the Radio and Television Promotion in The Billboard's 12th annual Radio Chicago River. The crowd was sec- and Television Promotion Competi-i and only to V-E Day's throng, and competition. The titlist is WBOW, lion. The diversity of the medium'sisince it was done with the co-opera- Terre Haute, Ind., which identifies NEW YORK, Feb. 18.-Two of the three top prize-winners in the audi- growth also is represented in the tion of a local newspaper, the stunt itself as "the friendly station." ence promotion category for low- judges' selection of winners. With was good for many columns of space. The sales promotion efforts of power indies registered their third two stations tied for each of the Noted guests, including Bob Hope, WBOW indicate that beside friendli- consecutive wins in The Billboard's three prizes, the six outlets repre- the mayor and pro football stars par- sented virtually every TV section of ticipated, and helped swell the throng. ness the station also stresses facts 12th Annual Radio and Television Promotion Competition. Champ was the country and embraced non-in- Bringing the World Series tele- and findings. A file folder of facts WLOW, Norfolk, for the third year terconnected as well as cable stations. casts to Louisville via special relay is sent each client solicited by the in a row, while WFOX, Milwaukee. First-prize tie was between WLW- equipment was a stunt which made station, said folder embracing audi- took third place, also for the third T, Cincinnati, and WKY-TV, Okla- friends for WAVE-TV and sold many ence surveys, BMB coverage maps, straight year. Second prize winner homa City. Second prize was split receivers in the area. The station a survey of buying power, a record among the non-network outlets from between WABD, New York, and also has installed receivers in the of the station's local and national 250 to 1,000 watts was WFRI,, Free- KGO-TV, San Francisco. Third prize city's public libraries. All viewers accounts, plus promotion aids rend- porto,uIrll. found a tie between WENR-TV, Chi- in the area get the station's program ered these clients. The station has audience groupings were cago, and WAVE-TV, Louisville. bulletin. A survey was conducted to rendered such promotion as special sought by WLOW, thru the medium Dealer Tie-Ins get viewer reaction to shows. Sta- merchandising, including store aids of four different program types and Emulating its AM sister outlet, tion personnel lectured on the me- and special broadcasts. promotions. With Norfolk primarily WtioLnW s-tTa rtg owt hoeffn toit a torooku sitnog thper omaior-- dinigusm. Aatl l vkairnieo usr ecoorrgdainnigzsa tioofn emdueceat-- a Iwnedaicka tsinpogt tahmato nsga lelso wp-rpoomwoetrio nw eibs laa tnioavny towinnv. o3lv0 epde rw citehn t noafv tyh e dpooinpgus-. lanes. The TV station, too, goes in tional value are shown by library affiliates, no other entries in this A showis was targeted at this group. strongly for dealer tie-ins. A branches and distributed to schools division were adjudged worthy of gaining considerable promotion from plethora of campaigns, one following for showings. an award. praise heaped on it by Admiral hard on the other, kept the station W Blandly. The housewives were wooed in the public eye continuously-pod IZ, with a cooking school, and contests in the advertiser's eye as well. The ways a Bridesmaid, offering week-ends in Bermuda and promotion tied in with the opening Washington. Sports fans were lured of the cable offered a typical promo- Flu p by baseball coverage daily of New tsieotn roeptapiolertrusn itayn. d Mdiesettriinbgust owrsi thw eTrVe 1 romotion B rid1e at Last Yfoolkrk gYamanek, ebey gnamigehst . bTy eednay-a gaenrds ,N tooro-, held, resulting in widespread WLW- got special shows plus a knothole T displays and donation of 27 sets for club for attending ball games, a slogan ri,ntest. Dealers alone dis- NEW YORK, Feb. 18,-WIZZ, audit panels of drug and grocery Sans Bally Division tributed 87,000 folders for the con- Wilkes-Barre, for the last several stores, merchandising services, dis- test. A formidable amount of pro- years runner-up in general promo- plays and related promotional efforts. A station without a promotion de- motion along regular lines, apart tion for FM stations this year won partment is WFRL, which took sec- from dealers. also was undertaken, the division accolade in The Bill- KFMV in Beaten Path ond honors. The station does not have almost as a matter of course, embrac- board's 12th Annual Radio and Tele- KFMV, a new FM operation, pro- an artists' bureau, special events de- ing newspapers, air plugs, cab cards. vision Promotion Competition. Sec- moted itself consistently thru the partment or field crew. Nonetheless, teaser ads and auto bumper cards. ond and third spots were taken by tried and true methods. During the WitsF aRuLd iebnecliee, veasn d ini ts bprienrgfoinrgm eirtss elhfa vtoe From its gala opening last June, two newcomers-KFMV, Hollywood, year 100,000 match books, 10,000 entertained with everything from two wWiKreY -pTroVm ohtaios n proouvtleedt . itSseeltf saa lelsi vein- aanndd WWFFDDRR, aNreew o wYnorekd. byB otthhe KIFnMterV- mauitkoe -sbhuamppeder wcianrddssh, ie2ld0, 0d0e0c aplsr,o g5r,0a0m0 aterrtitsatisn ebresf Orbee fao rsem a2ll5 ,g00ro0u ps ptoe c2ta5t oerns-. the area, as a consequence, jumped national Ladies Garment Worker's schedules and 10,000 cards showing The station specializes in making to close to 12.000 by November. Even Union (ILGWU). the dial location were distributed. friends by making two-minute per- before T-Day, the station gave pub- Always a leader among FM op- In addition, the station won the audi- sonal recordings of those who visit its lic TV demonstrations. It also uti- erations, WIZZ loomed even larger ence over to its side by intensive pub- performances at fairs and home lized 50,000 booklets on the medium, this year because its general promo- lic service programing of the kind shows; most of these disks are kept TV seminars and demonstrations for tion helped the station go over to the not available in the area, such as re- and treasured by those making them. dealers, public appearances and talks profit side of the ledger in August, ports direct from conventions of labor Shows have originated from 31 towns in several States and cities, studio 1949, a rare accomplishment. Push- unions. and villages in the area, with popu- tours, mobile unit displays es well as ing its FM music operation in tap WFDR was responsible for several lations running from 50 to 8.000 and the regular type of billboard, poster. rooms, hotels and restaurants thru innovations in FM programing. It as far as 75 miles away. Some of air plug. ads and publicity material. promotion, WIZZ spaded a new field created a liberal-labor network by these are the principal entertainment WAIID's Clambakes of cabbage in this day of heated com- hooking up with two other ILGU sta- at community celebrations. Gifts. WARD has made an extensive at- petition for the advertiser's buck. tions, two CIO United Auto Worker contests and other promotional para- tempt to reach out to special groups The station's idea is to enlarge its (UAW) outlets and a co-operating phernalia all helped WFRL make In its area. Thus, it has held special audience to the point that it will give FM outlet in Washington. A group of friends, but the station did the basic clambakes and had its talent make the advertiser the results he expects liberal commentators including Mar- job with its people's efforts. personal contact among kids, women, on a dollar basis. Case histories were quis Childs, Nathan Robertson and A fox hunt would seem a natural sports fans and other groupings. Tie- furnished prospective advertisers in Robert Nathan were presented by the for a station with WFOX as call let- ins with department stores have Transit Radio so that they can check web. The station also has broken ters. That's just what the Milwaukee helped promote the station as well the effectiveness of such advertising. into the radio columns of the press, indie utilized as audience promotion, as move goods for advertisers. De- They demanded and were given sales which hitherto has ignored FM. with the quarry a stuffed fox. Listen- velopment of C-Mail order form ers were urged to locate the mounted a enables its viewers to order advertis- beast in a WFOX advertiser's store. ers' products by mail. WARD also WOV Pubsery Leads 5-Kw. The finder also had to know the utilizes such standards as mailings slogan repeated on spots over the and brochures for sponsors and agen- outlet. Result of the promotion was cies, car cards. publicity, advertising, Indies; wide listenership participation and buttons and viewer club member- Hawaii's KPOA, 2d new friends for WFOX among listen- ships. ers and bankrollers. The opening of KGO-TV was a ready-made opportunity for the San NEW YORK, Feb. 18.-Foreign cal Italian and English newspapers, Francisco station to turn on its pro- language Station WOV, New York, and the show itself has received a ac ityf'isv eh-yeaelatrh . plaTnh e tom asianfsetgauya rodf tthhee motion razzle-dazzle, and it made carried off top public service honors gratifying acceptance from listeners station's health push is The Fight for every use of the chance. There was among independent stations of 5,000 and educators. a well-planned buildup, opening watts and over in The Billboard's 12th KPOA, Honolulu, which calls itself Lstirfoen, ga timhael fs-lhoot.u Er acshho wwe epkl atcheed seinri esa smash and follow-thru. The first uti- Annual Radio and Television Promo- lized collaboration of dealers, de- tion Competition for the third con- s"pthoer tlse-amdiinndge dsp oartrse as tatinio nt hine thwe omrldo,s"t iisz adtieovno te(1d3 toin a adlli)f.f erTehnet hsetaatlitohn obrgaacnk-s veloped thru advance bulletins. co- secutive year. A second award went built an impressive public service up the broadcast with numerous op ads and store displays. Civic to KPOA, Honolulu, while KUSD, program around this outdoor theme courtesy announcements, cross plugs, functionaries participated in the Vermillion, S. D.. copped third. Hon- by inaugurating All Hawaii Prep Grid newspaper ads, publicity releases and opening, heralded by many ads and orable mention was tabbed by non- Day to collect funds fo- high school stories in national health journals. much publicity. A tie-in with a soft commercial KUOM, St. Paul. athletic programs, promote scholar- St. Paul Station KUOM rated an drink firm enabled 5,000 bottle open- Specializing in Italian-language ships for high school students, per- honorable mention for a campaign to ers to be distributed, with the sta- during the daylight hours, suade prominent athletes to enroll at glorify its home State, Minnesota. tion's call ,etters imprinted. Wide is WOV dedicated its public service the University of Hawaii and draw The Twin City outlet offered to fur- newspaper coverage was obtained. efforts toward helping better the life bigger gates for rural school football nish 20 Minnesota stations with two Promotion gimmicks were employed of the community via such projects games. The station threw all of its 13-week series of half-hour documen- among follow-up tactics, including as its recent 13-week series of half- promotional power behind the stunt, taries of direct interest to Minnesota pairs of dice which rolled only sevens, hour dramas on racial discrimination, which spotted top Hawaiian athletes listeners, The University Reports to tying in with the slogan "It's a nat- produced in collaboration with the in various contests, and plugged it the People and Tales of Minnesota. Institute for Democratic Education. consistently on the air via free spots. The series was also spelled by a 500,000 Children The station backs up the series with Third place winner, KUSD, made complete promotion kit, prepared by A crowd of 500,000 children was full-time promotion programs in lo- its biggest public service splash with KUOM. "Copyrighted material www.americanradiohistory.com February 25, 1950 The &inward PROMOTION COMPETITION 9 Tops in WACB KXLJ's Pubsery NBC Grabs 3 of 4 Top Honors Listener TopsLocalChannel Sales - Iii Affil Clears' Aud. Promosh Affils; WBBC, 2d For Non-Netters NEW YORK, Feb. 18.-The con- music schedules and ..ienus, to edu- NEW YORK. Feb. 18.-Solid pro- NEW YORK, Feb. 18.-Top public test for top honors in the clear cators, businessmen and public of- mwoortiko nsatla tiidoenass imn atrhkee da uthdeie nncoen-s-naleets- service awards in the network affil- channel network affiliate audience ffoiclilaolws;- tipn enwewspsawpoerr thya dpvuebrtliisciintyg. KaSnId. categorS, of The Billboard's 12th An- iate local channel category of The promotion category of The Billboard's devised numerous gimmicks to ac- nual Radio and Television Promotion Billboard's 12th Annual Radio and 12th Annual Radio and Television complish the latter feat, including a Competition. WACB, Kittaning. Pa., Television Promotion Competition. Competition was virtually an inter- "gold fish derby" to push its Let's won first; WMTR, Morristown. N. J., went to KXLJ, Helena. Mont.. and family affair for stations owned and Go Fishing program. and KECK, Odessa, Tex., were tied Tied for third. WMAQ, another for second and WLDY, Ladysmith, WBBC. Flint. Mich.. in the order operated by the National Broadcasting last year's winner, obviously spends Tex., was third. None of these sta- named. Company (NBC). Of four awards plenty of cash on newspapers ads, tions had been up front in last year's The Helena station took first-place handed out in this category, three direct mail, lavish billboards and contest. honors for its extensive promotion went to NBC-owned stations; the lobby displays, car ads, movie trailers, WACB took the award, altho its of its coverage of the Montana legis- other, second place, went to KSL, outdoor nnd window displays. This extensive saturation technique, plus bang-up job was accomplished al- lative assemblies. In addition to most without funds. Among its pro- airing practical politics to the public, Salt Lake City, an affiliate of the the station's all-out promotion for motional activities were trailers, KXLJ gives the governor and the Columbia (CBS) network, First place special stunts, contests and co-op- menus, letters to business men, historical library at the Capitol tran- went to WNBC. New York, with KOA, erative tie-ups, adds up to impressive Christmas cards, match covers, etc. scriptions of the sessions and prints a D..aver, and WMAQ. Chicago tieing audience promotion. WMAQ carries The station also participated in two complete record of the series. Legis- on consistent promotion tie-ups with fairs held in the vicinity and won lative Highlights. which is distributed for third place. local organizations and garner' much ' the attention of the town with a con- to every school, library, newspaper The 15th anniversary of the word-of-mouth publicity, via its big test to find the funniest hat. and radio station in the State. Margaret McBride program sparked studio audience attendance. The audience promotion campaign WMTR's Entry WBBC won second place laurels a giant-sized, promotion for WN2C. submitted by third place co-win-or For a comparatively new outlet with a Bike Carnival, keynoted by which also won top laurels last year. KOA, emphasized smooth co-ordina- competing with 19 others in its pri- a "safety on wheels" theme. The This powerful campaign was spea.- tion of over-all promotion, rather event, which was also backed by mary coverage area, WMTR came safety, welfare and community o1r1- headed with publicity -.ks thruout than special gimmicks or flash pub- thru with a strong audience-sale licity schemes. The station's well- promotion campaign. Program-wise, ganizations, was open to children the country, via national news and oiled audience-plug plan provides the station concentrated on a good- froPmri osre vteon thtoe 1B5.i ke Carnival. which pchoolutom nsse;r vpicluess , smataugraaztiionnes ,c osyvnerdaigcea teidn deta':.'d ttention for it entire pro- music policy, with emphasis also on graming schedule, including an aver- was broadcast via remote from the the local press. The campaign was local news, special events and farm, home and clubwomen shows. WMTR field. WBBC staged a double- promo- climaxed by a party for 45.000 people ag'yed so, f t5a0x i copulartceasryd s,p lulogbsb ya ddainy;l aycasr arranged to have 15 weeklies run its tkioidns csaamfeptayi gnc,o ndsecsioigunse da ntdo mplaukge tthhee igna rnethreed wYoanrlkde-ew ideS t-p duibulmic.i ty.w hTichhe cr otating panels in lobby windows. program logs thru reciprocal plugs, special window displays, screen when the only daily in the area nixed two-wheel circus at the same time. show's sponsor chartered spec' ,1 trailers, direct mail, newspaper ads The kid contestants were interviewed trains to bring visitors to New York radio. on the air before the Carnival. and for tie event. ant' stories, special reports tr re- KECK found favor with the judges the show's over-all success was evi- gio -1 publications in comprehen- thru a special broadcast of its radio denced by the fact that more than KL.S's Pitch sive reports of each program's portion show Telequiz from an airplane. The twice as many local bike riders par- Second place winner, KS:- gearea of audience promotion to advertisers. stunt first had to get a Federal Com- ticipated this year than last year. its entire 1949 promotion program to One of KOA's best good-will stunLs munications Commission okay, but its specia'ized programing -dues is its practice of handing out sou- paid off by the attention it received Thousands of spot announcements venir folders (containing individual from the community. which gave free ice cream to listen- were aired. plus a weekly show fea- leaflets on ali KOA live talent shows) The WLDY effort resulted in Upped ers sending in cards, with special turing new about station nsrconali- to station visitors. An average of sales for an ice cream sponsor. The awards to the best explanation of a ties. In addition. the station -kes 2,500 persons take the tour every station aired a three-a-week show "good neighbor." extensive use of direct mail, including month. will that again BMB show WOR and only WOR- little wonder that WOR sells more, more often, the largest has single for more people, people... to more than any other station daytime and in the United States! ask us for more facts. nighttime our address is audience WOR - in America! that power-full station at 1440 Broadway, in New York 11111111 www.americanradiohistory.com PROMOTION COMPETITION 10 The Billboard February 25, 1950 PNB Cops General Proinosh WCOP, KQW, WFIL Are Tops in First for Regional Webs Regional Channel Affil and Sales NEW YORK, Feb. 18.-The Pacific draw of guests prominent in law, Northwest Broadcasters (PNB) cap- medicine. science. education, govern- NEW YORK, Feb. 18.-Competi- WFIL's teen-age beauty contest em- tured the top award for general pro- me.1t and world affairs, Lion among regional channel affiliates braced 12 communities within the motion in the regional network. di- in the audience-sales category of area. This brought the station satu- vision of The Billboard's 12th Annual The Billboard's 12th Annual Radio ration attention on a local level which Winner Radio and Television Promotion Com- WNYC a and Television Promotion Competi- helped to get audiences and make petition, marking the web's second tion was so spirited that the judges sales for sponsors. consecutive win in this field. Second In Pubserv, selected three stations-WCOP, Bos- WNAX's Bohemian Band grain- nod went to the Yankee Network, ton; KQW, Wenatchee, Wash., and belt-beer campaign was audience- WFIL, Philadelphia-to tie for first Boston. sales promotion at its most compre- proPmacoiftiico n Nopruthshw esatr obuunidlt itths e cesnatmrael Thanks to UN panladc e;W tNwAoX -W, DYaNnCkt,o nD, uSrh. aDm,. -tNo. Ctie., rhaenn saiv eb.a rraTghee ofs eccoounrdte-spyla caen nosutanticoen- general theme as last year, a drive - for second, and KMBC, Kansas City, ments, sent telegrams to local dealers, to publicize the area as a tourist para- NEW YORK, Feb. 18. On the Mo., the third place winner. tied in with dances and with Capitol dise. The station's special visitor bait basis of its gavel-to-gavel coverage The WCOP audience-sales promo- Records for which the band records. includes a series of programs tagged tion effort makes Constant use of The promotion was climaxed by-a of United Nations (UN) sessions, Playground Parade, which is spon- WNYC, New York, was adjudged newspapers, mailings to schools, par- specially written song, Grain Belt sizoarteido nbs,y aan dh oasnt ohfo uNr orntehtwweosrtk osrhgoawn-, tthhee Nnoo.n -n1 etpwuoblrikc s(e2r5v0i-c1e, 00s0t atiwona ttsin) tcihcaipnadtiisoinn g int hleo caslp oancstoivri'sti epsr oadnudc tm veira- Pnootlikcae,s wthhiec h, caimn ptauirgnn, srpeircaell eidv et hde. The PNB 1,000-Mile Quiz. On the division of The Billboard's 12th An- special surveys and special display WDNC, last year's winner, tied for latter show, contestants from nine units. One of the most unique stunts second place on the basis of its intent nual Radio and Television Promotion cities vie for awards. PNB hits out- of 1949 was pulled by KQW when sive advertising in newspapers and Competition. landers as well as visitors with a the Washington station bought half also its active use of cards and trade lavish annual pictorial magazine, The municipals station's unique the stock in a baseball team, the letters to dealers and distributors Pacific Northwest Playground, in is- UN session beat, and supplementary Wenatchee Chiefs. KQW then sold to get the sponsor's message across. sues of 100,000 circulation. coverage, via a daily United Nations the other half of the stock to the The KMBC award was given for the Sales-wise, Pacific Northwest op- News Summary (originated at Lake town thru personal visits and air pro- intelligent way it utilized Listen, a erates on a split-section plan, with Success), has earned it the press title, motion. Sunday radio column appearing in 14 the web divided into four segments, The Voice of the Un in New York. Held in connection with a sponsor, newspapers; constant publicity in This title was considerably strength- but the primary purpose of its sale newspapers and trade magazines and ened thru WNYC's close collabora- the strong impact Heartbeat, the sta- scheme is to encourage sponsor pur- tion with the radio division and the wchiathse s thoifs t, hes peenctiiarel ndeitswcoourkn.t s Ino nl inea pUuNb lico n inbfuoirlmdiantgio na uddiievniscieosn- foofr tthhee UseNrv iccoev ecroagnetr iibs uittiso no,u ttshtaen dsitnatgi opnu b1 lic tliico.n 's Imtsa gaszuibnsec, rihpatsio nh ad liosnt thise pnuobw- quantity time buying basis are widely made a score of other laudable public 50,000. station's session broadcasts, via stories publicized thruout the entire web. service contributions during the pass in official UN publications, direct The network scored a decided hit mailing, and world-wide announce- year. These include the city's only WORZ Captures with advertisers with its PNB mer- official weather bureau forecasts; chandising plan, Parade of Products, ments on the Voice of America and Armed Forces Newsreel, broadcast other international short-wave sta- which spots the bulk of the web's direct from the army, navy, air forces Sales Award over-all promotion (cross plugs, dis- tions. headquarters: publication of a three- A plays, etc.) behind different product Program Bulletin color annual report as a city depart- a each week. In addition fo this UN-sponsored ment of the municipal government: NEW YORK, Feb. 18.-Top award The PNB web utilizes off-the-air promotion the station plugs the series juvenile delinquency series for the among local channel network affiliate and on-the-air promotions to pitch in its widely circulated program police force: health education shows: stations in the audience-sales division audience sales. The former includes bulletin and mails out thousands better housing drives: reports from of The Billboard's 12th Annual Radio extensive newspaper advertising, of individual letters explaining the the mayor; intensive election cover- and Television Promotion Competi- outdoor displays, movies, telephone importance of the UN in answer to age and the presentation of such ace tion was taken by WORZ, Orlando. sales, direct mail, contest gimmicks listeners' objections. Altho WNYC's (See WNYC a Winner on opp. page.) Fla. In second place was WCVS, and goodwill audience promotion (via Springfield. Ill. No third place award the donation of empty studios as was made. meeting places for local. organiza- Loaded Dice, a Baseball WORZ's audience-sales promotion tions). The latter category features included "Sweetheart Soap Schmoo" a personalized station breaks delivered naming contest, various kinds of out- by local listeners and business men. Team and Other Gimmicks door advertising, including a spec- These human interest spots were tacular sign located in a heavy traffic aired at the rate of 3,263 during one area and special inquiries to edi- month last year. Altho the judges deplored a lack of gimmicks in this year's pro- tors to run out-of-town news The Yankee Network laid claim to items over the air. The last motion competition, some of the stations submitting entries did come second prize with a solid line-up of named gave the editors a byline and impressive public service .shows, in- up with clever exploitation stunts. Here's a list of some of them; thus created the good will to garner cluding the American Bar Associa- others are included in the stories summarizing the various awards. possible reciprocal publicity in their tion Round-Tables, Journal of the KGO-TV, debuting on Channel 7, in San Francisco, distributed sheets. Air and Medical Center of the Air. "loaded" dice. One die had nothing but threes, the other fours, so WCVS spent 10G for ads alone. In These top-grade programs garner that only sevens-for Channel 7-could be thrown. addition, it t.as pin-pointed sales aid multi-promotion breaks thru the joint KPQ, Wenatchee, Wash., bought half the stock in a local pro to sponsors by sending dealer letters efforts of schools, hospitals, the baseball team, the Wenatchee Chiefs; then promoted, on the air, sale to a specially selected list of 750 re- American Bar group and the "name" of the other half to townspeople. tail grocery dealers, 150 drug stores KDAL, Duluth, distributed 10.000 pennies bearing stickers plug- and 150 department and general mer- ging KDAL s'oows. chandise stores in its area. H KRNT, Des Moines, -opened its own baseball school for kids, 1111.111117-INENUINE ows5Y PHOTOS leading to eventual tryouts with the Chicago Cubs. WOV, New York. is running a special pilgrimage to Rome. ATTENTION, ENTERTAINERS Made Inn .,Oar negate a P10,0 WSKI, Montpelier, Vt., in the heart of the slalom country, pro- Ostopassed . palty at air cr,ce " moted a "say when" contest, whereby listeners were to forecast the 100 8 x 10 Prints MO NEGATIVE CHARGE-NO EXTRAS day and hour of the season's first snowfall. Per 2401IR SERVICE ON REOUEST WFOX, Milwaukee, cuing a gimmick to its call letters, conducted $7.50 Si, Mu hoWlesO 's: 5T7). 9I9s tp epr a 110000: 0 sS5P opsetrc a1rd0s0 05 23 w 1000 a "fox hunt" in which listeners had to find a stuffed fox, planted in Plus Postage BMW Ealagateas 30140:: S3.99 the store of one of the station's local accounts. NO NEGATIVE CHARGE (Me Negative Charge on 2 a mere) WNAX, Yankton, S. D., took over distribution and merchandising Made by J. I. Kriegunann, The Man When of an unknown product; set up the entire campaign to introduce and 00% Deposit, Balance C. 0. D. Photographs Grace Betoard's Covers It you want reproductions that have satisfies move the merchandise; gave free plugs to outlets handling the prod- customers trom coast to coast, order from RI Plaza I-0213 uct, etc. QUALITY We are sure to please you. her, 165 West Ott St KNBC, San Francisco, geared its 1949 promotion to the 100th pep New York 19 N. Y QUALITY PHOTO SERVICE anniversary of the gold rush of 1849. 'WE DELIVER WHAT WE ADVERTISE" Perkins St.. Bon 42 BRISTOL. CONN. WSAI, Cincinnati, operated a school for grocers, emphasizing Phone: 4015 = merchandising, advertising and sales know-how. IT LOOKS GOOD ON PAPER! WNAX, Yankton, S. D., furnished 15,000 phonograph record title Mat le, there's nothing morebeautiful strips (plugging WNAX) to coin machine operators in its area, in a trhepanro dau cgtoiornge. ouAs MknOoScSk -boluatc ofa nad swalheietern an at promotion for one of its sponsored band programs. the lowest imaginable coat per sale. WISC, Madison, Wis., had its staffers grow beards until the pay- MVMOouOslte .;"e .a .b,S ltop wleua-s.u msihn,i pmp2io0na"gxn2.,; O atplil,o sstiMzceaOsrO.d aslsaol, 2341 1I"ax4. 4)I"n, obfefa rqduse swtieorne osnh aa vWedI,S Ctie qdu iizn wwaisth a nloswcael reddr.u gsTtohere sfo lalnodw -Gupil,l ewtthe enfo rth ea NsHmeeawmrm sf ,u Wlqlyuh aialrilut yIt toEsmPoRdaO tDu. nUoiCfuoTrnImOtiNmtyS.,t oi1t double pay-off. FAST DEPENDABLE SERVICE WCNH, Quincy, Fla.. ran a "name our dog" contest. URGI124JANTITY PRIES KECK, Odessa, Tex., aired a special airplane broadcast of a quiz 601'4 SMALLOUANTITI 000155 show, dropping free theater passes for townsfolk. 100 Pacific Northwest Broadcasters, regional network, airs station breaks made by listeners and local business men. IN LOW OF WNBC, New York, hired the Yankee Stadium for a king-sized Slip to.. Pnois in Larger Quanta.. anniversary celebration for Mary Margaret McBride. Seat fer ME SAMPLE ant Price List KSL, Salt Lake City, ran a "goldfish derby." REPRODUCTO NEW AVENCONN: www.americanradiohistory.com

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Means Committee and to individual legislators place were airline stocks, which were amazingly clever and amusing show .. Wis., and WIZZ-.

Feb 25 PDF

140 Pages·2012·60.03 MB·English

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Means Committee and to individual legislators place were airline stocks, which were amazingly clever and amusing show .. Wis., and WIZZ-.

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Author:	Unknown
Publication Year:	2012
Pages:	140
Language:	English
File Size:	60.03
Format:	PDF
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