Basic HTML Version
swiftly this past week, in a most thrilling manner, to speed His
work ahead!
In sudden and dramatic manner, He has opened several very
key radio station doors to The WORLD TOMORROW! You know, of
course, that we do occasionally encounter temporary set-backs here
or there. But always the gains are much greater than the
set-backs. In the past few months we have suffered two very
important losses--in the two largest cities in America. In New
York a change of management at WABC put The WORLD TOMORROW off that
super-power prestige station. In Chicago, we went off the great
50,000-watt WLS due to change in ownership and radical programming
change. These are the two leading stations on the ABC network.
These losses caused a serious drop in mail response. We have
rather expected to lose powerful KGO, San Francisco, the #3 station
of the ABC Network, for there was a change in management there in
this same ABC shakeup. So far no cancellation has been given.
However, important as these stations were to us, the
total impact of God's Message has been increased by the addition of
several other very important and powerful stations in other parts
of the country.
But this past week things happened swiftly and
dramatically. Kansas City is a very important center where we have
had no station at all. There is just one 50,000-watt station
there, with coverage reaching over much of Missouri and Kansas and
adjoining states--KCMO. The management there has been consistently
adamant against what radio men term "commercial religion."
Perhaps most of our Co-Workers do not realize how very
difficult it is to induce any of the larger, more powerful, top-
prestige stations to open time for The WORLD TOMORROW. In radio
circles there is a feeling that all religious programs are
"commercial religion," broadcasting only for the money they get
by begging THE PUBLIC over the air. They object to ordinary
religious programming, which is sentimental, emotional, interesting
only to a very small segment of religiously inclined people. And
95% to 99% of the entire listening audience tunes out immediately
when such programs come on. The stations cannot sell time to
commercial sponsors following the average religious broadcast,
because the rating agencies have shown that they have no audience
left except a few religious people who will tune immediately to
some other religious program.
It's difficult to convince radio station managers that
The WORLD TOMORROW is utterly different--that we speak to, and grip
the interest of NON-religious people--the WHOLE public--that most
of our audience is made up of people who seldom, if ever, go to
church. Many of the largest and highest-ranking stations have
learned that The WORLD TOMORROW attracts a LARGE listening audience
of the ENTIRE public--and that we are NOT commercial and NEVER ASK
FOR MONEY on the air, or in any of our free literature. You have
no idea how difficult it is to induce radio men to realize the true
facts about God's own program!
But on Monday of last week, the manager of KCMO was in