The Charleston Daily Mail from Charleston, West Virginia • Page 20

namo stations WKAZ and WXIT are in an all out fight to capture the "contemporary music" market, an audience comprised almost exclusively of ways aeseriDea are part of a growii up battle for advertising revenue: The struggle has some of the makings of a classic' David Goliatti but it also involves two well established broadcasting One of the two major adversaries in the competition Fred Winton, general manag 1 er of WKAZ, sets the background for the duel. "Charleston is basically a three station market," he explained, "Everyone will admit that the big three consists of our station, WCAW, and WCHS. Although there are smaller specialty stations, the other two face no direct competition. WCAW: plays country and western, and WCHS is middle of the road. We're" the only one who must compete with, another station in our category." Winton's opponent Bob Knightstep, general manager of WXIT, makes it clear his station wants nothing less' than membership in the "big three." National companies advertising in a market the size of Charleston, he explained, limit their media purchases almost exclusively to the three largest stations.

Thus far more than prestige is at stake. Observers on both sides date the serious, competition between the stations tn Knightstep's arrival at WXIT in August. Two vears prior to that He had left WKAZ to help found WPNS in Hurricane. What he brought to was. the firm be ie that promotional contests are an excellent way to develop audience and it is this philosophy that sparked the escalating pattern of give ZODIAC A WXIT PROMOTION young people.

Marilyn Fleshman of 2011 WeberWood Drive and David Boestsch of 2013 Weberwood Drive represent this audience Daily Mail Photos by Earl Benton. WKAZ, WXIT CREATING WAVES Air War Over Charleston By RICHARD HAAS Dill; Mail Business Editor Radio stations are businesses, and as such are designed to make money. But listeners to Charleston's two contemporary music (for some reason broadcasters find the terms "Top 40" and "hard rock" demeaning) stations might get the impression 'that radio's main business is charity. One of the stations, WKAZ, took the unprecedented step this weekend of literally giving its product, away when it broadcast for a day and a half without playing a single commercial. The other station, WXIT, has given away major appliances, cash, trinkets and record albums in a steady stream during the past few months and is now preparing to give, away a trip to Hollywood, Calif.

Although; the stations mentioned to an audience comprised; abhost exclusively of yuong people, the give a aways adopted by the two stations. Dave Conner, the station's program director who together with the WXIT's disc jockey staff, has been instrumental in creating many of the. contest formats, credits Knightstep with establishing the station's new direction. Together, management and staff have created such promotions as the "How Heavy Is the Rock" the "Ding A Ling" and "Zodiac Roulette" contests. Many: observers to the Charleston radio scene note that WKAZ's first acknowledgement of WXIT's new promotional orientation was when its owner, Bristol Broadcasting; a Virginia based company, which controls six radio stations, replaced the former general manager, Harvey Gunther, with Winton.

Prior to the new position, Winton had spent most of his broadcast career working for firms which develop advertising and promotional packages for radio and television Winton, however, refuses to comment on his predecessor the Why he chosen for trie job, Since Winton came to WKAZ at the end of Novem the station has made contests and give aways mar jor items in its program One weekend, for it gave its listeners every record it played. "If WXIT decides to promote; we have to Winton said, "We have no choice. I can't afford to ignore. David Steere (president of Steere Broadcasting, the Kalamazoo, company which owns WXIT)." Although Winton gives indications of enjoying the head to head competition, he said he would prefer to devote his efforts in other directions. "I should be slugging it out with the big boys expanding my share of the market.

But I've got this little kid knipping at my heels. I just can't let him fragment my market." Ultimately, both sides concede, technology may prove to be the deciding factor in the struggle. Under its Federal Communications Commission license, WKAZ broadcasts with 5,000 watts of power at the 950 frequency. WXIT has a 1,000 watt capability and broadcasts at the less favorable 1490 frequency. Since 1966 the FCC has imposed a freeze on all requests by broadcasters to increase their wattage, thus denying WXIT's one approach to parity.

Knightstep says that with adjustments, the station's en if i FRED WEVTON BOB KNIGHTSTEP WXIT General Manager gineering staff has made to WXIT's transmitter, the station is effectively reaching that portion of the region where listeners prized by advertisers reside. "Who cares if our signal can't reach Huntington and Parkersburg. That's not our market." Wtoslon said it is absurd to think that a station with a much weaker signal can sa turate tne market as effectively as a competitor broadcasting with five times as much power. "The sienal sit uation may put us in a David ana uoiiatn situation, Winton said, "but we're not going to get slain." The success of WXIT's efforts to snatch a larae chunk of. WKAZ's audience will be determined within the next tew weeks.

The two major rating services, whose, information is used by advertisers in the selection of madia nut lets, are currently surveying iiaiieaion area audiences. WKAZ'S RICK HUNT WORKS PRODUCTION ROOM AT WKAZ Dailj? 93aU 7C THURV Am. 26, 1973" Trade Deficit usiness NEW (API xkon pncw: i PC Mt Mfk Utf tCf 13 4 46W ii ii MrPrf JQb IS 4 Hit Mij It 3 IWi fckarAI II IS 2Aii 2Bi VO 2 HJVi Wi AflghLirt 1 7 2 2SW AUpPw l.tt II SOW AIMCh 1.32 12 51 ffii ft AlldSIr 7 7 24ft, ft BuddCo .40 Bun R3 wi Burl lndl.40 Ei'HNrjr 1.5C Burrohs Cal Finsn! Dillon II 51 AMcoCp 21 SabckW 14 Citticc Mb 10 er.colnc Chris Oatt GPubUt 1.60 HedaM 32 AMBAC A Hess. TO) 25 1J 37H ABnxls 2.3* 1 US II 3t 57ft 77 A I 11 133 123 AniHose Jt 3t J6 40 AMMO 1J0 11. JO 3Hi Am Motors 11 2.49 II 37V.

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Q' We are considering the purchase of $20,000 in telephone debentures. Are debentures risky? This is part of our retirement fund. N.E. A Since you do not specify which telephone company I am only able to answer in general terms. A debenture, unlike a mortgage bond, is not backed by a lien against company property.

Since debentures are unsecured debt, the credit standing of the issuing corporation is the important factor in determining the safety of their debt obligations. American Telephone debentures, which carry the highest rating AAA, were amply protected by earnings lo Col ORANGE DRINK Tite 'a Stl. ttmltt WesWP 1.44, 10 1 Successful Investing By Roger E. Spear 2c. 12 23 Slsnal Kti S'iKier 2.a 10 26 52 i 1.50 It 10 54 £4 2.14 9 19 34iB 5 Squibb 1.54 31 20 10 'A 101 a SlSrontf 1,73 15 51' 51 1 SldOiKal 3 13 B4U SOiUnd 2.4? 14 S3 91 ErOilOh 2.70 20 18 WA 94 SlerDfOO 56 2i 42 35ft 24ft 35 Svstron Don 8 9 63 24V.

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S. A This diversified holding company is currently trading at only 12X projector 1973 earnings. At this modest level, which is below the company's 5 year average multiple, shares have limited downside risk. Business in all three of the company's major fields of rail transportation, natural resources and land is expanding at a strong pace. Outlook for rail operations, which still account for of net income, is somewhat clouded by possible labor demands upon contract expiration June 30 and the slow pace at which offsetting rate relief is The proposed merger with Chicago, Rock Island Pacific has not yet been approved by the ICC.

Hearings will be reopened to consider the inclusion of Chicago, Milwaukee in the merger. Natural resource develop last year. In fact fixed charges and interest were covered 2.74X by income. The risk factor in these telephone securities is negligible and for this reason the return is less generous than on lower rated issues. Student Aid Program Endorsed By Mayor Mayor Hutchinson added nisi support today to a National Alliance of Businessmen's program to find SCO summer jobs for high scnooi students.

Hutchinson drooped in on Jun ior Achievement of the Kanawha Valley members who are using their spring break this week to' area employers for job' res. As of this moraine. 314 jobs had been promised. fhe: 15 ami. BROWNOUTS COMING Most observers acree that inuring.

uie nest iu years or so. i American cities will see in creasing electrical brownouts. these are voltage reductions that cause electric motors to la bor and burn out, TV pictures 10 snrwiK ana ugncs to aim. Lynn's ICECREAM AH Ftartr Carton WASHINGTON 'AP) The nation's trade deficit to $52.6 million in March, the best month since September 1971. the Commerce Department reported today.

loe department said season jally adjusted imports for March totaled billion and exports totaled $5.3 billion. The March deficit of $52.6 million was a considerable improvement over the deficit for February of $476.2 million when imports totaled $5.5 billion and exports totaled $5.06 billion. department said the March rise in exports of $315 million consisted largely of an increase of about S120 million in aircraft deliveries and an expansion of $180 million in shipments of agricultural products. it saia me decline of $109 million in imports during the month was in industrial supplies and consumer goods. wnue me ligures were a dra matic improvement over Fe ibruary, the department said uivy 'snouio not oe interpreted a indicative of underlying trends." Ex POW's Wife To Get Divorce LENOIR, N.C.

(API Navv Cmdr. James M. Hickcrson, 39, a prisoner of war for six years, says his wife has filed for di irce. Hickerson, who now lives in iLemoore, told newsmen lis hometown of Lenoir Wednesday that upon his return she asked for a divorce and, 'It is being done amiablv. I fullv un derstand everything.

It is just one ot tnose tnings that happens and it is unfortunate." He and the former Shirlev Ann McNeill, a native of Arkansas, were married in 1958 in Memphis, Term. They have no Hickerson was flvine a iet from carrier Ranger when he juas shot down. He is a New veteran of 17 years and a grad Mutual Funds cluing phew Furnlihfd by Hirrll Upturn Putnam Fund We Fund ADDITIONAL STOCKS is list 6t itodcj, by Tdical i Resources Chemical Pacific Petroleui Carolina angsfown Steel Door BUSINESS LEADER need a man who has ihe ability to progress and take on additional VOL CAiVBUY QUALITY A DISCOUNT PRICES FRUIT AD VET PA TRICK STREET ai SEVESTH A VENUE THI PERFECT GIFT BIRTHDAY, ANNIVERSART OR SPECIAL OCCASION A QUALITY FRUIT BASKET PRODUCE BUYS! I CANTALOPES Hoiflunner I BEAKS CREEK ONIONS I WELOHS Ixtra fine POLE BEANS MEin TWK imn COMPARE AT 3 VI 00 Arrmns DoHy or ploniimj Sihrar Skin Onion Sets, Gtobe Onion Certified Yl.JZa Sorghom Melouts, Or Time Pickled Beam A Pitkled Corn! The 1001 Itenu.Cenie Around! All varieties cf troit p. eof Cabboae A Heod letfwte Ptar.lt A CovKfl I.C.COiA SAU FLMIM FRESH Sweet Sugar CORN Fltw fbit Cut tttttt! HHLAMALE FAAM EGGS SPECIAL MAGIC Bleodi full Gallon ONIY i 5V.