The Courier-Journal from Louisville, Kentucky • Page 93

SECTION THE COURIER-JOURNAL, LOUISVILLE, SUNDAY MORNING, OCTOBER 31, 1951. RADIO 17 AoV.rtiaair.nt-J WLOU Has Made A Good Thing of Specialization 3 TIMES FASTER FOR HEARTBURN Certified laboratory tests prove Bell-ant tablets neutralize 3 limes as mucn stomach acid in one minute as many leading dieestive tablets. Get Bell-ani today (or the fastest known relief. 25. Read the CLASSIFIED ADS Wanted Sales Manager For laraa and tuccuful Manufattur-ara Aftncy covarina Kentucky and thraa adjacant statat.

Thorough knowl-adsa of malar appliance marchandia-In, at labbar laval etsantial; lw xaariancad In alaclrkal suppllas. Substantial auarantaa with incantiva, minimum aarninf ihould ba batwaan 110,000 and Jl 3,000. Plaaaa fiva complata backfreind, atrietly confidential. Address 650, care C-J. Times WLOU nas captured a tair audience among the white listeners, too.

It started recently a program on which a prize was given for the.hclder of a dollar bill with a certain serial number. The first winner was a white woman who lives on Shady Lane. ALSO APPLIANCE REPAIRS Cenvaniant Sida straat Parkins. WA S7H "THIS is an age of specialization." That answers, according to Lee Smith, general manager of Louisville's WLOU, the question "Why a Negro-appeal radio station?" "There are radio stations," Lee says, "which specialize in appealing to a religious audience. There are stations which specialize in a rural audience.

There are stations featuring good music; there are stations featuring hillbilly stuff "Television's mass appeal has made specialization an advantage that radio possesses. Thus there are radio stations with a Negro appeal." WLOU, an unsuccessful entrant in the Louisville radio field as a daytime radio sta- Dorn Gus Mitchell work with white technicians on the basis of their experience and ability. Mitchell has a first-class license as an operator Negro Talent Talent is largely Negro. James and Kathie Carter, formerly known as "Mr. and Mrs.

Swing," are WLOU stars. Kathie at present is a new mother, and has been off her "Community Lady" programs. Cliff Butler, Louisville band leader and proud possessor of a "hit" record in "People Will Talk," does record show on WLOU. James Franklin, a newcomer from St. Louis, is "King Bee" of the of Jive." William Fitzgerald, another local (MM cess to places which cost the white persons more money.

This saving he spends on his home. What Others Ignore "The Negro listens and watches the general radio and TV program, sure. But he also wants news of his community, which is often ignored by other media. He wants the public-service stories of his meetings and his campaigns and his church and lodge, which we can give him, but which other radio stations often do not. "We give him what our research shows he wants.

We try to avoid the things he wants that he can obtain through other media. "In other words, we specialize, filling the needs which others do not fill. Thus we program more of blues and religious music. Not that he doesn't listen to the same music that others listen to, but we give him what is not available on other stations." Vr Make Sure isZrfll Your Children the finest Mi. Have Their 0 1L Eyss Examined in When the finest eye car costs GLASSES OFFERS YOU TWO REFRIGERATOR BUYS THAT CAN'T BE BEAT ANYWHERE IN TOWN TONIGHT -only time on TV this season so little, it's foolish to take chances with your children's vision.

Han-4heir eyes and then let us fit them properly. at low cost 1 Many, many frame styles to select jrom OPEN MONDAY 'TIL 9 P.M. Big 2 -door 11.4 cubic foot refrigerator-freezer combination. 1954 model 83-lb. true food freezer.

Completely automatic, solid aluminum slidaway shelves, four shelves on door, 2 porcelain enamel on steel vegetable pans. Regufary $499.95 and your lei refrigafotar $349" SPECIAL Courier-Journal rhoto ay Bill Ladd James Carter, left, and Cliff Butler are members of the staff of WLOU, which has made a success through specializing as a Negro-appeal radio station here. 4TH AVENUE AT LIBERTY ft Today on iQO ill 11:05 am Campaign '54 10.5 cubic foot 49-lb. food freezer; automatic defrost, aluminum slidaway shelves, 3 aluminum door shelves, 2 porcelain enamel en steel vegetable pans. No plastic, 1954 model.

Regularly $349.95 1:00 pm The Symphonctte 2 tion, went to Negro appeal when it was purchased three years ago by Robert Rounsaville of Atlanta. Since then, the station has built solid audience, and has more than held its own. Television riant Plans now are afoot for a television affiliate, WQXL, a UHF station. If the Rounsaville station in Atlanta, about to go on the air also on UHF, is successful, the Louisville station may be on the air by late spring. Time is indefinite.

WLOU's program structure is based on Negro personalities, interest in the Louisville Negro community. Its programs are mainly records, records which are popular with Negro listeners. These are principally religious and what are called "race" tunes. WLOU programs a lot of public service, too church news of the Negro community, news of meetings and events in that area which are largely ignored by other news agencies. The WLOU operation is completely integrated racially.

Negro technicians such as Louisville- lad, sings spirituals and is record librarian. Another Louisville boy, Bill Summers, is sports director and salesman. "To many people," Smith said, "a Negro-appeal station sounds like another form of segregation. Accent on Negro "Actually, it is not. We do accent things in which the Negro is particularly interested.

Yet, there are some things which you probably didn't know until now about the Negro community. These things we keep in mind in our programming and in planning our community service. "There are more Negroes in the United States than there are citizens of Canada. "The average income of Negroes in the United States is higher than the average income in Canada. "The Wegro buys the same thing the white person buys.

But often he buys a better class of product. After all, the Negro saves on his rent, being unable to move into high-rent districts. Also he saves on his recreational budget, often being denied ac- one! ysur Id rafrigarator SPECIAL $249" 1:30 pm N. Y. Philharmonic-Symphony i THE ROAD TO EDINBURGH The lovely screen star appears in a tense story of an American woman, lonely road in Scotland and a mysterious stranger.

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