WTAE used newspaper advertising heavily.
Here are some ads used to promote WTAE Morning Shows with
O'Brien & Garry and later Jack Bogut. Note the cross - promotion.
First between WTAE and 96KX and later between WTAE and WHTX.

Here's an ad featuring the "I Love You Pittsburgh Campaign"
tailored to the station's Pittsburgh Steelers commitment.

Here's an ad featuring the California Special
a history of West Coast hits from 1960 to 1975
Sunday August 31, 1975

Here's an ad for WTAE News on the Hour
and Air Alert Traffic