Evening star. [volume] (Washington, D.C.) 1854-1972, 1959-06-01

the American business And this is particularly Uta
Employee regardless Of his her euet status you reach
and sell sphere of influence that places all in
the whole great Washington area market right in your Iap
No city on earth, no matter where, is quite like Washing
ton, DC.
Advertisers and makeers who judge by other markets.
try to sell in Washington by generally accepted marketing
procedures, sometimes miss this fact.
the Government Employee, at all leUels, vho makes
this so. Washington is City Of Government and Of the men
and women who make good government in this country
possible
To many marketing experts has long been of
wondement that little broadcasng time the air, and
specifically and exclusively to the people and the governmental
agencies that personally and officially responsible for the
movement and activities of governmental affairs.
II has been a of wonderment to Especially
during the ten years spent as Government empoyee)
It has been challenge to me, to find way Of providing
constant scheduled taomade broadcasng news and COM
ment OF and for this market within market within the
Washington The amportant people who help the
United States Government.
Recently with the purchase Of Station WGAY this cha
lenge became an opportunity.
And so today it my privilege to promise greater WASH
ington new technique in radio broadcastng.
technique designed for the viewpoint Of the listener and
advertiser in this inherent segment Of American way of life
To further clarity this WGAY technique it is
say to borrow another example from other media fields
because nothing like this has eUer happened radio broadcast
ing before.
few years ago. the Of Of the highest ccua
tons the history Of general publications. great and time
honored national magazine announced would have to
publication
Now why would great magazine read by millions fail
OF its purpose?
The u.s. lack Of specialization When publication
Tor radio saton) tries to too broad when
it tries to be all things all people it ends inevitably doing
too little for too many
The new WGAY will not be guilty of such a marketing
We concentrating specifically the and loomen
Of Gouernment and through them thek taaies and trends
who comprise the market within market" Of great
Washington community.
Hoo the Ne,V WCAY via Implement
this Specific Neso Radio Concept.
Within the framework of Federal and District Govern
ments more than 80 separate agencies.
Each of these regularly releases of Importance
not only to the public at large but to those wo comprise the
agency personnel
Up to now, there has been day-today, regularly
scheduled dissemination of the from these agencies
Such news has been subject the needs of radio and
publication editors and has been used basis of
interest to the general public rather than government
personnel
Thus the weller Of releases that pour out of these
Government agencies many important items
looked Contrary to sentiment Tin quarters) that
many releases unnecessary and costly it is quite
evident that they not only necessary but vital in the
complex movement Of Governmental affairs
Il Is the calculated policy Of the NEW Radio Station WGAY
to 6roadcast Gouenment NeWs Bulletins each quarer-o