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UNIV.  OF  MD  COLLEGE  PARK 


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THIS  IS  YOUR  FOURTH  COPY  OF 


S 

■^  ^Showmanship,  in  it  are  articles  concerning,  and  detailed ' 
descriptions  of,  39  radio  programs  as  used  in  27  different  types  of  busi 
ness  fields.  One  of  these  program  presentations  may  prove  adaptable  in 
your  business.  The  Editors  of  Radio  Showmanship  &  Merchandising 
Review  welcome  and  will  promptly  answer  all  correspondence.  May  you 
enjoy  and  profit  from  this  issue. 


VL®*-?^?  ••  •  •  •  •^ 


owmanSi 


JANUAHY  1941 


25^ 


IN  THIS  ISSUE  . . .  PROGRAMS  AND  PROMOTIONS  FOR 


Amusements    «    Bakeries    «    Beverages    *    Cleaners    *    Bepartment 
Stores  *  Brug  Products  *  Groceries  *  flome  Furnisliings  *  Laundries 


Men's  Wear  *  Public  Utilities  *  Shoes  -  Tobaccos  «  Women's  Wear 


MfinF    TniN    &    MaRA7T 


QPRV 


YOUR  BUSINESS  AT  A  GLANCE 

An  index,  classifying  by  businesses  the  various  articles  and  services  in  Radio  Showmanship. 
It's  the  quick  way  to  find  out  what  others  in  your  business  field  are  accomplishing  through  radio. 


J  A  N  U 

Business  PAGE 

Amusements 32 

Auto   Supplies 27 

Bakeries 27 

Beverages 28 

Churches 24 

Cleaners 18,  32 

Department  Stores 32,  33 

Drug  Products    24,  25,  33 

Furs 25 


A  RY 

Business  PAGE 

Groceries 12,  25,  34 

Home   Furnishings 34 

Laundries 10 

Men's  Wear 7 

Optometry 35 

Public   Utilities 27 

Shoes  29 

Tobaccos 26,   35 

Women's  Wear  26,  28,  35 


DECK 

Business  PAGE 

Automobiles 145,    153 

Auto  Supplies 145 

Bakeries  129,  150,  153,  156 

Beverages 133 

Dairy  Products  133,  136,  145,  150,  154 

Department  Stores 133,  149 

Drug    Stores 146,    148 

Electric  Appliances 151 

Fuel  126,    152 


M  B  E  R 

Business  PAGE 

Gasoline 134 

Groceries  144,  146,  149,  154,  155 

Jewelry 147 

Men's  Wear 133,   148,   150,   155 

Music  Stores 151,  155 

Public    Utilities  147 

Restaurants 156 

Typewriters 152 

Plus  Eleven  Other  Businesses    ....  156 


//  you  don't  have  the  December  issue  on  file,  order  now! 


SELLOGRAM 


PUBLISHED    BY    RADIO    SHOWMANSHIP     MAGAZINE 
SHOWMANSHIP    BLDG.    *     Nth   at  GLENWOOD    *    MINNEAPOLIS 


TO  iJO.  5 

R/xDIO 

STATION 

SALES:.iei 

With  so  many  new  radio  stations  added  to  R/iDIO  SHOV/- 
MAInISHIP'S  franchise  list  this  month,  I  think  it  would 
be  a  good  idea  if  we  retrace  our  steps. 

Five  months  is  just  a  short  time,  but  in  those  five 
months,  RADIO  SHOmiAIJSHIP  has  becom.e  the  "clearing 
house"  for  local  radio  programs  and  promotions. 

When  a  furniture  dealer  in  San  Francisco  wants  to  find 
out  how  a  furniture  dealer  in  New  York  uses  radio,  he 
turns  to  RADIO  SHO^VIIANSHIP . 

By  offering  merchants  an  independent  source  of  radio  in- 
formation and  experience,  RADIO  SHOl^il'lANSHIP  breaks  down 
customer  resistance.   It  helps  .. ou ,  the  station  salesman, 
sell  more  local  time! 

For  better  results,  however,  we  need  your  cooperation. 
That's  v;hy  we  print  this  Sellogram.  We  want  to  acquaint 
you  with  R/DIO  SHOraANSHIP's  outstanding  "saleable"  pro- 
gram ideas,  so  that  you  can  point  them  out  to  your  clients 
and  prospects. 

Remember:  A  basinessman  isn't  interested,  primarily,  in 
radio....  he's  interested  in  his  own  business.   The  more 
times  you  can  cite  examples  of  what  other  businessmen  in 
his  field  are  successfully  accomplishing,  the  closer  you'll 
come  to  arousing  his  interest  and  obtaining  his  account. 


RADIO  SHOWMANSHIP--Tfte  Contact  That  May  Bring  A  Contract 


SELL0GRM1 


READ  'EM  AND  REAP! 

Here  are  a  few  things  to  look  for  in  this 
month's  RADIO  SHOYMANSHIP  MGAZINE. 

1.  It's  an  important  improvement,  and  v;e  hope  you  like 
it.  This  month's  issue  is  sent  in  envelopes  instead 
of  wrappers.  Your  clients  get  the  magazine  in  per- 
fect condition .  Notice  the  statement  in  the  upper 
left  hand  corner  of  the  envelope.  It's  just  one  of 
the  many  ways  we  break  do\m  customer  resistance  and 
arouse  reader  interest. 

2.  The  magazine  is  divided  into  tviro  sections,   (a)  Art- 
icles by  leading  businessmen,  advertising  men  and 
radio  writers,   (b)  Service  departments —  conven- 
iently classified  by  businesses  to  interest  your 
prospects. 

3.  (P»  7)  If  you  are  on  the  verge  of  selling  a  clothing 
account  in  your  town  a  sports  show,  maybe  Max  Yandt 
can  help  you.  He's  a  men's  wear  merchant  with  seven 
years  of  radio  experience.  See  his  own  story  on  Page 
7. 

4..   (p.  9)  Be  sure  your  continuity  dept.  sees  the  story. 
Ten  Best  Sellers  1 

5.  (p.  10)  Top  story  of  the  month:  Laundry  Sales  Thru 
the  Air.  Ad  man  Newby  tells  how  he  planned  an  entire 
campaign  around  a  horn  I  And  every  laundry  in  your 
town  will  know  of  the  Quality  Laundry  of  Chicago. 

6.  (p.  2U)      If  you  charge  for  church  time  on  your  sta- 
tion, see  the  letter  received  from  Rev.  Carleton 
Brooks  Miller  of  Battle  Creek,  Micliigan. 

7.  (p.  26)  Graysons,  Inc.,  is  a  well-known  women's  v/ear 
chain.   Read  what  their  San  /intonio  manager  has  to 

say  about  radio .  The  Graysons '  shop  in  your  tov/n  would 
like  to  read  this  too. 

8.  (p.  29)  Most  unusual  promotion:  The  Rowe  Shoe 
Store's  ten  day  sale. 

9.  (p.  33)  Department  stores  viill  want  to  knov/  about 
H.  C.  Capwell's  radio  show.  Capwell  is  Oakland's 
largest  department  store. 


SELLOGRAIil 


10.   (p.  38)  If  you're  planning  a  series  of  broadcasts 
of  the  boys  from  your  town,  via  transcription  from 
army  training  camps.  Don't  miss  Edward  Kirby's 
letter. 


—  SELL  STELLA  UNGER  — 

On  Page  3  you'll  find  a  pre_--selling  advertisement  on  a 
brand  new  transcribed  radio  program  v/ith  a  sure-fire 
selling  angle:  Hollywood,  The  News  Behind  the  Names  You 
See  on  the  Screen.  It's  a  five  minute  show  (something 
you  may  have  been  looking  for)  at  a  price  that's  unusually 
low.  In  most  cases,  less  than  a  dollar  an  episode.  Even 
your  smallest  account  will  be  able  to  afford  this  onec 

The  star  of  the  show  is  Stella  Unger,  Hollywood  nev/spaper 
columnist,  with  a  brilliant  record  of  successful  broad- 
casting. Her  column,  "Camera  Close-ups"  is  featured  in 
newspapers  from  coast  to  coast.  Be  sure  to  check  your 
local  paper;  if  her  column  appears  in  your  town,  you  may 
be  able  to  swing  a  reciprocal  tie-up  with  the  newspaper. 
(Example:   In  return  for  a  line  in  bold  face  type  at  the 
end  of  her  column  reading:   "Stella  Unger 's  Hollywood 
Headliners  is  presented  daily  over  Station  WWWW  at  0:00 
P.  M.",  you  will  mention  the  newspaper  her  column  appears 
in  at  the  end  of  every  program.) 

"Hollyv;ood  Headliners"  is  a  program  that  adapts  itself 
easily  to  any  number  of  sponsors:  Dairies,  Apparel  Shops, 
Department  Stores,  Bakeries,  Furniture  Stores,  almost  any 
business  that  is  searching  for  a  radio  program  that  will 
attract — and  hold — a  woman's  audience. 

There  will  be  156  programs  available,  enough  for  a  full 
year  of  broadcasting  (3  times  weekly) .  With  the  addition 
of  some  transcribed  music  you  can  build  each  show  to  fit 
a  full  15-minute  spot,  if  the  advertiser  wants  a  more 
varied  type  of  program. 

The  show  is  complete,  with  some  excellent  merchandising 
tie-ins  that  you  can  spring  after  it  has  established  it- 
self on  the  air.  Start  auditioning  it  today I  Somebody, 
among  your  prospects,  is  a  pushover  for  a  show  like  this 
one  I 


SELLOGRM! 


Program  is  already  sold  to: 

WAL  -  WRC   Washington,  D.  C.  KBEC  San  Luis  Obispo,  Calif 

WCSC  Charleston,  S.  C.  KGSZ  Kalispell,  Mont. 

WSJS  Winston,  Salem  CKOC  Hamilton,  Ontario 

WHOP  Hopkinsville,  Ky.  CFAC  Calgary,  Alberta 

WSRK  Pittsfield,  Mass.  WPAY  Portsmouth,  Ohio 

'WIBC  Indianapolis 

On  Station  WFLA  (Tanipa,  Fla.)  the  Tampa  Gas  Co.  is  the 
sponsor. 

On  Station  WI^IFF  (Plattsburg,  N.  Y.)  Herman's  Apparel 
Shoppe  is  the  sponsor. 

EVERYWHERE  ELSE  IT'S  ANYBODY'S  BABY  I   SO  GIVE  IT  A  WHIRL  I 

Your  sales  m.anager  has  price  lists  on  the  program,  and  if 
there  is  any  other  information  you  need  before  closing  a 
deal  for  yourself,  vvTite  us  I 

-/<■   ■>%•  ■i'\   -)\ 

Remember:  Any  leads  we  get  on  any  show  advertised  or 
publicized  in  RADIO  SHOWTMNSHIP  are  sent  to  FRAI^CHISE 
STATIONS  (stations  distributing  RADIO  SHOWMANSHIP  to 
their  customers)  first  I 

-X-  -X-  -)^  -x- 

IN  PARTING 
Make  the  SELLOGRAM  your  magazine.  Write  to  us  often. 

-  Don  Paul  - 


^"^A^ 


THEIR  FAME 
IS  YOUR  FORTUNE 


Success  Stories  of  the  Hollywood  Stars!  Weekly,  85,000,000 
Americans,  thousands  of  them  right  in  your  city,  follow 
the  stars,  want  to  hear  all.  Stella  linger,  who  knows  them 
intimately,  tells  all  about  them  in  "Hollywood  Headliners," 
great  NBC  Recorded  Program. 

Hollywood  stars  are  always  audience-builders.  On  the  screen, 
in  personal  appearances,  on  the  air . . .  they're  news ...  of  absorb- 
ing interest. 

In  "Hollywood  Headliners,"  Stella  Unger,  "Your  Hollywood 
Newsgirl"  turns  this  interest  to  your  profit.  She  not  only  reveals 
the  details  of  their  lives  .  .  .  but  has  proved  the  sales  formula 
behind  this  show  in  previous  programs  for  big  advertisers. 

Stella  Unger  is  a  "feminine  dynamo,"  an  actress,  radio  com- 
mentator, author,  radio  advertising  writer,  producer,  program 
director.  She  has  sold  everything  from  cigars  to  cold  remedies. 

Her  program,  "Hollywood  Headliners,"  offers  you  a  remarka- 
ble value... a  full  year's  schedule  of  3  programs  a  week...  156 
programs  a  year ...  at  unbelievably  low  cost.  A  five-minute  pro- 
gram with  special  movie-set  atmosphere  and  musical  theme  . . . 
or  with  recorded  music  added,  it  becomes  a  15-minute  show. 
Recorded  advance  announcements,  photo,  mat,  and  publicity 
releases  are  included. 

"Hollywood  Headliners"  is  now  being  sponsored  in  various 
cities ...  by  dress,  apparel,  fur,  and  shoe  stores,  dairies,  bakeries, 
laundries,  and  other  local  advertisers. 

Your  local  radio  station  can 
arrange  an  audition.,, or  write 


diO'Recording  Division 


NATIONAL  BROADCASTING  COMPANY 

A  Radio  Corporation  of  America  Service 
tCA  Bldg.,  Radio  City,  N.Y.   Merchandise  Mart,  Chicago   Trans-Lux  BIdg.,  Washington,  D.  C.   Sunset  &  Vine,  Hollywood 


EDITORIAL 


IHE  coming  of   1941   brings  with   it   the   formal  sanction   by   the 
Federal  Communications   Commission   of   a   new   advancement   in 
radio  technique,  frequency  modulation. 

What  does  frequency  modulation  mean  to  the  businessman  who 
is  interested  in  radio?  Only  this:  Radio  has  done  its  job  well.  Re- 
ceiving sets  today  are  higher  in  sensitivity,  clearer  than  ever  before. 
The  immediate  future  holds  promises  of  complete  static-less  recep- 
tion. 

Technical  perfection  is  desirable,  but  it's  not  enough.  There 
must  be  continued  improvement  in  radio  program  presentations,  or 
the  full  value  of  the  technical  advances  are  not  being  completely 
utilized. 

Responsibility  for  creating  good  local  programs  is  partially 
radio's,  partially  the  advertising  agency's,  mostly  the  businessman's — 
the  man  who  spends  his  money  for  radio  advertising. 

It's  true,  he  doesn't  produce  his  programs  or  even  actually  work 
on  them,  but  he  does  have  the  final  "yes"  or  "no." 

And  it  is  upon  this  "yes"  or  "no"  that  the  future  of  radio  rests. 
The  businessman  should  know  enough  about  radio  to  make  his  de- 
cisions on  more  than  a  purely  personal  basis.  The  businessman  should 
buy  his  programs  as  he  buys  his  merchandise — on  the  basis  of  what  his 
customers  like,  not  what  he  likes.  He  should  spend  a  few  minutes 
every  month  finding  out  how  other  businessmen  are  using  radio,  so 
that  he  may  profit  by  their  experience. 

In  the  past  year  Radio  Showmanship  has  endeavored  to  help 
businessmen  better  carry  out  these  responsibilities.  From  the  start,  it 
has  dedicated  itself  to  improving  the  calibre  of  local  radio  presenta- 
tions. At  the  end  of  1941,  what  success  we  achieve  will  not  only  be 
reflected  in  the  increased  interest  in  radio  programs,  but  in  the  busi- 
ness records  of  individual  merchants  who  use  the  medium  of  radio. 


RADIO     SHOWMANSHIP 


CONTENTS 


JANUARY     1941 

VOL.  2  NO.  1 


Publisher 
Don  Paul  Nathanson 

Editor 
S.  H.  Kaufman 

Associate  Editor 
Norman  V.  Carlisle 

Research   Director 

G.     M.     OSMAN 

Business  Manager 
William  A.  Huser 

Editorial  Advisory  Board 
Herbert  Pettey  New  York 


Ralph  Atlass 
William  Dolph 
Henry  Johnston 
Glenn  Snyder 
Philip  Lasky 
Roger  Clipp 
GusTAv  Flexner 
Maurice  M.  Chait 
J.  Hudson  Huffard 
J.  Harold  Ryan 
Lorenzo  Richards 


Chicapo 

Washington 

Birmingham 

Chicago 

San  Francisco 

Philadelphia 

Louisville 

Peoria 

Blue  field.   Va. 

Toledo 

Ogden,   Utah 


Published  by  Showmanship  Publi- 
cations, Minneapolis,  Minn.  Subscrip- 
tion rate:  $2.50  a  year,  25c  a  copy. 
Address  editorial  correspondence  to 
Showmanship  Building,  Eleventh  at 
blenwood.  Minneapolis,  Minn.  Tele- 
phone: Bridgeport  6228. 

Copyright  1941,  by  Showmanship 
Publications,  publishers  of  Radio 
bhowmanship. 


Editorial 


Sports  Sell  Suits 7 

Max  Yandt 

A  Missoula,  Mont.,  clothing  merchant 
relates  his  experience  in  seven  years  of 
radio  advertising. 


Ten  Rules  for  Selling 9 

Colonel  B.  J.  Palmer 

As  good  as  new  is  this  set  of  rules  laid 
down  by  a  pioneer  in  radio  broadcasting 
many  years  ago. 

Laundry  Sales  Thru  the  Air 10 

A.  Wesley  Newby 

With  the  aid  of  an  auto  horn  the  Qual- 
ity Laundry  Company  of  Chicago  launch- 
es an  unusual  and  result-bringing  an- 
nouncement campaign. 


A  New  Slant  on  News. 
Tod  Williams 


12 


Re-writing  standard  news  releases  into 
folksy  patter  pays  according  to  the  ad- 
vertising manager  of  the  Atwood  Coffee 
Company. 


(Continued  on  next  page) 


JANUARY,     1941 


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.«A1I         MASS^'^^.^M  PRODUCERS 


Take  a  Tip  from  the  Latins 15 

Elmer  Wheeler 

You  can't  overrate  the  value  of  emotion- 
al appeal  in  commercial  copy  is  the  ad-    , 
vice  of  one  of  America's  greatest  w^ord-    j 
merchants. 


True,  Timely,  Thrilling 18 

An  RS  Air  Analysis 

The  activities  of  fifth  columnists  in  Aus- 
tralia has  been  built  into  an  exciting 
series  of  transcribed  programs. 

What  the  Program  Did  for  Me 24 

This  is  the  businessman's  own  depart- 
ment. Here,  the  radio  advertisers  of  the 
nation  exchange  results  and  reactions  of 
radio  programs  for  their  mutual  benefit. 


Yours   for   the  Asking 26 

A  listing  of  sample  scripts  and  transcrip- 
tion availabilities  on  programs  reviewed 
in  this  and  preceding  issues. 


Showmanship  in  Action 27 

A  collection  of  those  extra  promotions 
and  merchandising  ideas  that  lift  a  pro- 
gram out  of  the  ordinary. 


Showmanscoops 30 

Photographic  review  of  merchandising 
stunts,  and  the  personalities  behind  them. 

Proof  O'  the  Pudding 32 

Results  from  radio  programs,  based  on 
sales,  7f tails,  surveys,  long  runs  and  the 
growth  of  the  business  itself. 


Johnny  On  the  Spot 36   Hri 

If  you  use  spot  announcements,  you'll  be 
interested  in  the  news,  reviews  and  tips 
in  this  department. 


Trends 37 

A  rating  of  program  patterns  based  on  a 
special  and  continuous  survey  of  out- 
standing, locally-sponsored  radio  pro- 
grams throughout  the  country. 


The  Readers  Write 38 

Letters  from  radio  and  businessmen. 

RADIO     SHOWMANSHIP 


I 


ports  Sell  Suits 


By  MAX  YANDT,  Missoula  Clothing  Merchant, 


Whose  Story  Is  Based  on  Seven  Years  of  Radio 

I  handled  the  broadcasts 
myself,  not  that  this  is  es- 
sential to  profitable  radio 
advertising.  It  happens  that  I  have  had  a 
broad  background  in  sports,  and  after  taking 


to  go  on  the 
air,  and  until 
w^e'll  stay  on 


in  a  business 
its  advertising  dol- 
But   I   know  what 


Seven  years  ago  we  decided 
air.  Today,  we're  still  on  the 
something  better  comes  along, 
the  air. 

That's  bold  talk   for  a  man 
field  that  spends  most  of 
lars  in   another  medium. 
radio  can  do. 

For  seven  years,  radio  has  carried  the 
major  portion  of  our  advertising  appropria- 
tion, and,  believe  me,  it  pays!  When  we  first 
tried  radio,  we  didn't  just  get  our  feet  wet 
but  plunged  in  head  first. 

We  decided  to  concentrate  everything  on  a 
sports  program — everything  because  sports 
broadcasts  cannot  be  promoted  half-hearted- 
ly. Your  store  must  become  a  sports  center, 
your  windows,  your  interior  display,  your 
supplementary  advertising  must  take  on  a 
sports  atmosphere.  Your  personnel  must  be 
sports  minded,  able  to  discuss  sports  intelli- 
gently with  anybody  who  walks  into  the  store. 

To  better  tie-up  the  show  with  the  store, 


JANUARY,     1941 


an  audition,  I  discovered  that  my  voice  was 
acceptable. 

By  handling  the  broadcast  myself,  I  feel 
the  program  is  personalized  and  comes  closer 
to  our  purpose  of  making  people  think  of 
Yandt's  Men's  Wear  every  time  they  hear 
or  see  a  sports  event. 

Our  program,  which  is  called  Yandt's 
Sports  Slants,  is  aired  daily  except  Sunday  at 
6:30  P.M.,  immediately  following  the  news. 
We  find  that  this  time  is  excellent  for  last 
minute  results  of  football,  baseball,  and  other 
important  sport  events.  The  news  we  carry 
is  carefully  edited  to  insure  no  duplication  of 
the  material  in  the  evening  paper.  Coming  as 
it  does  at  6:30,  it  scoops  the  early  editions  of 
the  morning  papers  by  many  hours. 

Direct  results?  On  the  broadcast,  we  invite 
the  listeners  to  visit  us  at  the  store  and  just 
talk  sports.  No  special  inducements  are  offer- 
ed. Yet  hundreds  have  come — some  just  out 


of  curiosity,  others  for  a  chance  to  discuss 
their  favorite  sports  event.  They  all  leave 
as  friends,  and,  in  many  cases,  customers.  We 
have  had  some  people  come  in  from  several 
hundred  miles  away  just  to  tell  us  they  listen 
to  our  program. 

Good  will?  No  sports  event  is  too  small  to 
receive  a  plug  in  our  show.  Juvenile  and  ama- 
teur sports,  as  well  as  sandlot  exhibitions,  are 
always  mentioned  and  publicized.  Whenever 
a  club  or  organization  sponsors  a  sports 
event,  they  always  bring  in  their  publicity  to 
us.  They  know  we  will  be  glad  to  publicize 
any  sports  event  of  public  interest.  All  this 
keeps  us  in  constant  touch  with  every  type  of 
organization! 

We  use  two  commericals  on  our  sportscast, 
one  to  open  the  program,  and  one  fitted  into 
the  center.  Both  are  given  by  myself  in  the 
first  person: 

Example:    Good   evening,   sport   fans. 
This  is  Max  Yandt,  speaking  again  for 
Yandt's  Mens  Wear,  the  friendly  store 
for  men  and  women  who   buy  for  men. 
So  very  often  men  drop  in  and  say,  "Let 
me  see  that  suit  in  the  window,"  that  we 
sometimes   fear   they  do   not   understand 
that   our  show   windows   contain    only   a 
mere  smattering  of  what  we  have  in  the 
store.  Let  this  be  a  pointer,  fellows,  not 
to  stop  at  the  "sideshow"  but  drop  into 
the    "main-top"    where    we    have    simply 
hundreds  of  new  fall  suits  and  topcoats. 
You  can  depend  upon  it  that  our  clothes 
are  made  of  the  world's  best  fabrics ;  the 
linings  and  trimmings  and  styles  are  tops. 
Pick  out  a  Yearcraft  suit  and  it  will  cost 
you  only  23.50.  .  .  .  A  Silvertex  and  the 
tax   will  be   29.50.   .   .    .   A   Schoeneman 
will  cost  you   35.00,  and  a   handcrafted 
Kuppenhiemer,     an     even     forty     bucks. 
Whichever  suit  you  select,  you  II  have  a 
winner,    and    you'll    feel    and    look    like 
one   when   you   wear   it.   And 
noiu  for  sports.  .  .  . 
You  will  note  that  the  com- 
mercials    are     carried     out     in 
typical  sport  patter.  They're  in- 
formal,   friendly,   and   take   full 
advantage  of  the  important  fact 
that  they  are  given  by  a  person- 
ality  connected   with    the    store 
rather  than   a   regular   announcer.  We  close 
every  broadcast  with  our  slogan:  "Whatever 
a  man  wants  for  himself,  or  a  woman  wants 
to   buy   for   a  man,  Yandt's   Men's  Wear 
has  it,  priced  right  with  quality  first  always." 
As  you  see,  women   are  never  passed   by  in 
any  of  our  commercials.  This  is  good  busi- 
ness. For  we  find  that  more  and  more  women 


Firm  believer  in  follow-through,  never 
doing  anything  halfway  is  rugged, 
Rockne-browed  Max  Yandt,  Vice-presi- 
dent of  Yandt's  Men's  Wear  of  Mis- 
soula. Since  first  sponsoring  a  sports 
show,  seven  years  ago,  sports  enthusiast 
and  authority  Yandt  has  built  an  excel- 
lent wardrobe  of  sports  clothes,  feels 
most  at  home  iji  them.  He  personally 
writes  major  portion  of  his  sports  copy, 
the  rest  is  supplied  by  KGVO's  sport 
staff,  the  news  teletype.  His  pride  and 
joy  is  three-year-old,  tousle-haired  Max, 
Jr.  Already  the  youngster  has  learned  to 
imitate  papa's  radio  chatter,  greets  fam- 
ily at  dinner  table  with  "Good  evening, 
sports  fans,  this  is  Max  Yandt  speaking." 


are  showing  an  interest  in  sports  events,  and 
as  a  result,  in  sport  programs. 

Why  all  this  emphasis  on  sports?  To  an- 
swer this  question  requires  a  complete  under- 
standing of  the  men  who  buy  our  clothes. 

The  average  man  today  is  virtually  deluged 
with  "reasons  why"  he  should  buy.  There  was 
a  time  when  each  sales  message  (newspaper, 
radio,  direct  mail,  etc.)  could  obtain  a  re- 
sponse, one  way  or  another.  Today,  by  the 
very  weight  of  their  numbers,  few  get  even 
a  chance. 

The  potential  customer  has  built  up  an 
"armor"  that  resists  all  sales  messages,  good 
or  bad.  But  every  Achilles  must  have  a  heel, 
and  the  modern  man's  weakness  is  his  love  of 
sports.  By  using  radio  to  appeal  to  his  love 
of  sports,  by  talking  of  things  that  he  likes 
to  talk  about,  his  language,  his  interests,  you 
can  break  down  his  resistance. 

Thus,  your  sales  story  can  not  only  be  told, 
but  also  be  heard! 


RADIO     SHOWMANSHIP 


^. 


en  Best  Sellers 


The  purpose  of  all  commercials  is  to  awaken  an  an- 
ticipated experience  through  the  ear  to  the  mind  of 
the  listener-buyer. 

To  achieve  this  purpose,  the  commercial  must  at- 
tract attention — pleasant  attention. 

It  must  convey  some  fact  of  immediate  interest  to 
the  listener  so  he  will  take  the  time  to  listen  and  un- 
derstand. It  must  create  a  desire  to  act. 

Before  writing  any  commercial,  ask  yourself  "Why 
should  those  who  listen  buy  what  I  describe?''  Then 
answer  in  writing,  "Because.  .  .  ."  List  as  many  "be- 
causes"  as  you  can.  Do  this  and  you  produce  a  com- 
mercial that  will  produce  results. 

Every  commercial  should  somehow  pay  the  listener 
for  his  time — the  time  he  takes  to  listen. 

Plan  your  commercial  copy  so  it  will  be  remember- 
ed. It's  the  memory  value  of  a  commercial  that  makes 
it  profitable,  because  only  a  few  people  are  in  the 
mood  to  buy  or  have  the  money  to  buy  at  the  time  your 
commercial  reaches  their  ears. 

You  can  persuade  if  you  are  unafraid.  When  you 
believe  in  the  value  of  what  you  are  commercially 
advertising  over  the  air,  you  will  produce  a  commer- 
cial that  engenders  buying  impulses. 

Loquaciousness  bespeaks  a  vacant  mind.  Being 
verbose  or  wordy  repels  rather  than  attracts  the  buyer. 

Verbs  make  the  potent  commercial.  Too  many  com- 
mercials are  made  up  of  nouns  and  adjectives  and  not 
enough  verbs.  Verbs  suggest  action  and  impel  action 
because  they  carry  conviction.  Headline  writers  in 
magazines  and  newspapers  make  use  of  verbs  to  intrigue 
reader  interest.  Put  at  least  one  strong,  forceful  verb 
in  every  sentence  of  your  commercial.  Note  the  inter- 
est it  arouses,  even  in  yourself.  Verbs  are  the  gold 
nuggets  of  the  sales  language.  Cultivate  the  verb  habit. 

Positive  statements  make  potent  commercials.  The 
average  commercials  contains  negatives  such  as  "Don't 
forget.  .  .  .  Don't  buy  until.  .  .  .  Don't  miss  this.  .  .  . 
etc."  Positives  suggest  and  impel  action  because  they 
convey  doing.  Put  strong,  positive  statements  in  every 
sentence  of  your  copy.  Successful  businessmen  think, 
act  and  speak  positive. 


JANUARY,      1941 


Pioneer    broodcaster^     lecturer, 
oufhor  ond  globe-trotter  is  Col- 
onel B.  J,  Poimer,  who  formuiot- 
ed    the   precepts    for   good    com- 
mercial   copy    presented    on    this 
poge.  Mony  yeors  ago,  when  he 
first  Qn\erc6  the  then  new  radio 
field,  he  sow  a  need  for  a  set  of 
stondords  by  which  he,  his  sales- 
men   ond    the    businessmen    who 
purchased    Hme    on    his    station, 
could    guide    themselves    in    pre- 
paring   a    message    oddr^sed    to 
the    public.    The    common-sense 
ond  vision  which  guided  his  writ- 
ing hove  stood  the  test  of  time; 
today,    commercial    copy    written 
on  the  some  principals  as  advo- 
cated in  Colonel  Palmer's  note  to 
his    soles    force,    is    selling    mer- 
chandise for  olert  sponsors  every- 
where.   .    .   .   Colonel    Palmer    is 
president     of     the     broadcasting 
componies  that  own  ond  operote 
WHO,  in  X>e%  Moines,  Iowa,  ond 
woe,  in  Davenport. 


IL 


aundry  Sales  Thru  the  Air 


By  A.  WESLEY  NEWBY,  President  Newby,  Peron  S.  Flitcraft, 
Advertising  Agents  for  the  Quality  Laundry  Co.,  Chicago,  111. 


There  are  In  Chicago  over  270  laundries, 
and  a  reasonable  percentage  of  them  are  out 
plugging  hard  for  business.  Just  like  the 
restaurant  merchandising  idea  of  several 
years  ago,  "All  you  can  eat  for  65c" — Chi- 
cago laundries  had  a  big  flurry  recently  of- 
fering "All  the  washing  you  can  send  in  your 
laundry  bag  for  $1.00." 

Because  the  public  responded  too  well,  re- 
strictions had  to  be  imposed.  This,  in  turn, 
dulled  the  effectiveness  of  the  idea  and  this 
type  of  advertising  gradually  tapered  off. 

At  this  point  we  were  invited  to  handle 
the  advertising  of  the  Quality  Wet  Wash 
Laundry  Company,  established  over  30 
years,  and  one  of  the  leading  laundries  in 
Chicago.  Quality  employs  more  than  240 
employees  who  work  in  a  modern  daylight 
plant.  They  serve  over  8,000  families  weekly. 

Switching  is  one  of  the  bug-a-boos  of  the 
laundry  industry  and  the  recent  $1.00  bundle 
offers  had  intensified  "switching"  more  than 
ever.  We  realized  that  to  attract  business 
something  really  sensational  had  to  be  done. 
A  very  fine  opportunity  presented  itself. 
Sparks-Withington    Co.,    of   Jackson,    Michi- 


gan, makers  of  the  Sparton  musical  air  horn, 
designed  a  horn  that  "played"  the  musical 
notes  of  the  well-known  nursery  rhyme  and 
song,  "This  is  the  way  we  wash  your  clothes." 

It  was  a  natural!  A  deal  was  made  with 
the  Sparks-Withington  Co.  for  the  exclusive 
use  of  this  musical  theme  for  this  territory. 
Each  of  the  "Q's"  50  trucks  (the  laundry 
has  established  its  name  as  the  "Q")  was 
equipped  with  one  of  the  musical  horns. 
Wherever  they  went  they  invariably  attract- 
ed  favorable   attention. 

Now  comes  the  important  tie-up.  Spot  an 
nouncements  were  contracted  for.  The  intro 
duction  was  an  actual  reproduction  of  the 
musical,  horn,  followed  by  the  announcer 
singing,  "Here  is  the  'Q'  (cue)  to  wash 
your  clothes."  This  was  followed  by  a  com- 
mercial featuring  two  laundry  offers.  The 
radio  campaign  broke  on  WGN.  Then  new 
transcriptions  were  prepared  in  which 
dramatized  commercial  tied  up  with  the 
musical  horn.  Stations  WIND  and  WAAF 
were  added.  Many  spots  during  the  morning 
were  used.  Thus  the  housewife  kept  on  hear- 
ing "Q's"  musical  horn  in  her  home,  as  well 
as  when  she  went  outdoors. 


THIS 


10 


RADIO     SHOWM  ANSH  IP 


Missouri-born  agency  executive  A. 
Wesley  Newby  stepped  into  the  merchan- 
dising field  via  the  Chicago  Herald-Ex- 
aminer advertising  department,  combined 
with  associates  Herbert  Peron  and  Eu- 
gene Flitcraft  four  years  ago.  NP&F 
now  handles  such  big  time  accounts  as 
Associated  Grocery  Industry  Council, 
Distillers  Philip  Blum  ^  Co.,  Winston 
Tobacco  Company,  Bismarck  Brewery, 
and  many  others.  Big,  enthusiastic,  keen- 
minded  adman  Newby  celebrated  his 
sixth  wedding  anniversary  just  last 
month,  owns  a  buff-coated  cocker  spaniel 
called  Taffy,  plays  golf  in  the  plus 
eighties.  Although  he  boasts  of  no  hobby 
of  his  own,  Neivby  collects  post-mark 
cancellations  on  behalf  of  a  friend,  enjoys 
the  collecting  as  much  as  the  complete 
hobby.  For  next  month's  issue,  he  is  pre- 
paring an  unusual  radio  promotion  story 
concerning  Chicago's  independent  grocers. 


The  results  of  this  radio  campaign  proved 
a  greater  business  stimulator  than  any  others 
which  this  aggressive  firm  has  used  in  the 
past.  The  spots  still  continue  v^^ith  gratifying 
results.  Quality  Laundry's  advertising 
appropriation  is  $25,000  per  year,  which  is 
composed  of  $4,200  for  billboards,  $10,000 
for  newspapers,  $7,500  for  radio  and  $3,300 
for  direct  mail  and  miscellaneous. 

In  conjunction  with  radio,  three  inch  ad- 
vertisements were  used  in  the  Daily  News 
and  Tribune  (Women's  page)  and  Times 
(R.O.P.).  Contrary  to  average  laundry  ad- 
vertising in  Chicago  which  usually  appears 
once  a  week,  these  advertisements  were 
scheduled  three  times  weekly  in  each  paper. 
The  copy  and  layout  were  styled  entirely  dif- 


ferently from  any  other  laundry  advertiser's. 

Jack  and  Gordon  Gibbons,  owners  of  the 
"Q"  laundry,  are  keenly  responsive  to  new 
ideas.  They  like  to  chart  new  ways  of  pre- 
senting their  services  to  the  public,  whether 
it  is  radio,  newspapers,  direct  mail  or  out- 
door. Working  for  clients  like  these  makes  the 
advertising  agency's  problem  much  simpler 
and  its  task  becomes  a  real  pleasure. 

There  is  no  doubt  that  radio  can  do  a  good 
job  for  a  laundry.  But  the  laundry  owner 
must  not  get  the  idea  that  "going  on  the  air" 
is  as  simple  as  going  out  for  a  walk.  A  great 
deal  of  preparation  and  planning  is  essential, 
and  if  that  has  been  conscientiously  done,  the 
reward  should  be  fairly  certain. 


^     WATi7~  YOUR      noT""^^ 


IJANUARY,     1941 


11 


d^  New  Slant  on  lTe"ws 


Re-writing  News  Releases  Into  Folksy  Patter  Pays,  Writes 
TOD  WILLIAMS,  Advertising  Manager,  Atwood  Coffee  Co. 


Three  and  a  half  years 
ago  it  was  my  privilege 
to  introduce  a  new  kind 
of  morning  newscast  on 
Twin  City  radio  station 
WTCN. 

When  this  idea  was 
first  proposed,  seasoned 
radio  men  shook  their  heads  tolerantly.  Agen- 
cy men  pronounced  it  clever  but  unworkable. 
Only  the  faith  of  the  sponsor  made  it  possi- 
ble. 

Since  that  initial  program,  roughly  1,000 
mornings  ago,  my  home  and  social  life  has 
been  reduced  to  shambles  because  after  due 
experimenting,  it  was  found  that  I  required 
a  minimum  of  two-and-a-half  hours  of  prep- 
aration to  prepare  copy  for  the  air.  Inas- 
much as  we  sound  off  at  7:45  A.M.  six  days 
each  week,  I  must  be  in  the  studio  promptly 
at  five. 

At  this  point  the  question  naturally  rises: 
"Why  this  lengthy  preparation?" 

In  our  case,  it  was  borne  of  necessity.  And 
now  its  success  precludes  any  thought  of  let- 
down. 

Our  necessity  was  occasioned  by  the  fact 
that  tAvo  other  Twin  City  stations  had  well- 
established  morning  news  programs.  Our 
sponsor  wanted  a  similar  program.  Ergo: 
We  would  have  to  capture  some  of  the  other 
fellow's  audience  by  doing  tricks ;  being  un- 
usual. 

Prior  to  presentation  of  the  idea,  we  spent 
months  in  analyzing  news  programs.  After 
the  rough  idea  was  blocked  out,  we  spent 
more  days  cutting  test  transcriptions.  Station 
authorities,  agency  representatives  and  the 
sponsor  went  into  one  huddle  after  another. 
From  these  conferences  came  reams  of  sug- 
gestions. 

Finally,  it  was  decided  that  the  time  had 
come  to  give  the  public  a  chance  to  approve 
or  disapprove.  We  went  on  the  air. 

Now  the  premise  of  the  whole  program  is 
to  make  it  a  newspaper. 


What  do  we  mean  by  that? 

Just  this:  A  newspaper  contains  more  than 
the  latest  bulletins  from  Washington  and 
abroad.  A  daily  paper,  in  addition  to  straight 
news,  has  feature  stories,  an  editorial  page, 
letters  to  the  editor,  a  "woman's  page," 
sports,  comics  and  advertisements. 

So  does  this  program. 

While  news  continues  to  be  the  high  light 
of  the  quarter-hour,  approximately  20%  of 
the  time  is  allocated  to  these  other  features. 
More  important,  we  bear  down  heavily  on 
local  news.  We  have  demonstrated  that  the 
average  listener  would  rather  know  that 
neighbor  Joe  Doakes  had  an  accident  and  was 
sent  to  the  hospital  with  a  broken  leg,  or  that 
sixteen  families  were  driven  from  a  nearby 
tenement  into  the  night  by  a  fire,  than  the 
latest  didos  of  the  Axis  Powers. 

Further  than  that,  and  the  reason  for  my 
hours  of  preparation,  is  that  this  program  is 
completely  rewritten  for  radio  presentation. 
Not  one  line  is  used  "as  is"  from  the  news- 
paper or  teletype. 

Take  the  average  newspaper  story  of  an 
accident: 

Joe  Smith,  69  Oomph  Avenue,  and  Bill  Jones, 
432  Blah  Street,  were  injured  when  their  cars  col- 
lided at  the  intersection  of  Main  and  Broadway  at 
2  A.M. 

Now,  if  you  were  telling  me  about  that  ac- 
cident, you  wouldn't  use  that  kind  of  lan- 
guage. Not  by  a  jugfuU.  It's  visual  copy, 
written  for  the  eye  and  not  for  the  ear. 

Yet  nine  newscasters  out  of  ten  will  read 
a  story  like  this  verbatim  and  believe  that 
listeners  are  going  to  follow  word  for  word. 

Not  according  to  our  experience. 

Our  version  would  be  informal,  conversa- 
tional. Something  like  this: 

"They  certainly  had  a  beaner  of  a  smashup  at 
Broadway  and  Main  this  morning.  About  two 
o'clock,  Joe  Smith,  who  lives  at  69  Oomph  Ave- 
nue, buzzed  up  to  the  intersection.  So  did  Bill 
Jones  of  432  Blah  Street.  Came  then  the  crash. 
Residents  for  six  blocks  around  were  startled  out 
of  their  slumbers  by  the  sound  of  the  collision. 
An  ambulance  from  Mercy  hospital  was  called, 
and  both  victims  were  taken  away.  Doctors  say 
both  are  in  serious  condition,  but  will  pull 
through." 


12 


RADIO     SHOWMANSH  IP     | 


Below:  Atwood  salesmen, 
on  the  alert  for  merchan- 
dising tie-ins  at  the  point- 
of-sale,  distributed  time 
change  placards  (illustrated 
below),  arranged  coffee-can 
background  for  announce- 
ment of  new  program 
time.  Latest  program  bal- 
lyhoo: A  letter  insert,  in- 
cluded with  all  mail  leav- 
ing the  Atwood  office.  It 
reads:  "Keep  up  with  the 
world.  Listen  to  the  North- 
west's most  popular  morn- 
ing newscast."  Time  and 
station. 


FRiS 

COFF 


each     ^noi- 


Biioo' 


PRESH 

COFFtE 


PRfSH: 

COFFEE 


COFFEE 


m§o^ 


COFFEE 


Above:  More  important  than  the 
show  itself  is  the  fine,  all- 
around  merchandising  plan  that 
surrounds  Atwood's  morning 
news.  Although  the  program  is 
the  base,  the  merchandising  is 
the  peak;  the  direct,  day-to-day 
contact  that  keeps  grocers  aware 
of  the  program  and  what  it  is 
doing  on  their  behalf.  Each 
morning,  for  example,  Broad- 
caster Williams  gives  a  market 
report  on  fresh  fruit  and  vege- 
tables, what's  available  at  the 
city  markets,  what's  in  season, 
what's  arrived,  what's  priced 
right.  Thus  the  housewife  and 
the  grocer  learn  what  to  buy, 
what   to   feature. 

Above:  William  W.  Wieder, 
at  present  the  president  of 
the  Minneapolis  Retail  Grocers 
Association,  and  operator  of  one 
of  the  largest  independent  food 
markets,  is  shown  holding  one 
of  the  blackboards  distributed 
by  Atwood.  Said  Grocer  Wieder: 
"I  always  pick  up  the  Atwood 
program  on  my  store  radio. 
When  Williams  mentions  the 
daily  specials,  I  put  them  down 
on  the  blackboard;  I  know  my 
customers  will  come  in  and 
ask  for  them." 


JANUARY,      1941 


13 


Further,  we  judiciously  employ  the  use  of 
colloquialism.  To  us  a  jail  can  be  a  "clink," 
"bastile,"  or  "hokey-poke."  Police  officers  are 
"The  Law,"  "gendarmes,"  or  just  plain 
"cops."  The  one  thing  to  bear  in  mind  in  con- 
nection with  the  use  of  slang  terms  in  radio 
is  that  they  should  be  used  as  sparingly  as 
salt  in  a  cake.  Too  much  can  spoil  the  bat- 
ter. None  leaves  the  taste  flat. 

Our  "woman's  page"  consists  of  a  market 
report  which  is  provided  by  the  largest  fruit 
and  vegetable  distributor  in  the  city.  Each 
morning,  he  calls  with  the  information  as  to 
the  best  fruit  and  vegetable  buy  of  the  day. 
Tied  to  this  is  a  recommendation  for  its  use, 
or  a  recipe.  If,  for  example,  the  market  is 
loaded  with  grapefruit,  we  plug  it  and  then 
suggest  that  the  listening  housewife  serve 
baked  grapefruit.  We  follow  with  a  concise 
recipe  for  its  preparation. 

A  home  economist  prepares  recipes  in  ad- 
vance. These  are  kept  looseleaf,  and  as  the 
various  fruits  and  vegetables  appear  they  can 
be  incorporated  into  the  program  readily. 

To  merchandise  this  feature  of  the  pro- 
gram, we  had  a  series  of  small  blackboards 
prepared.  Across  the  top  is  a  headline,  "The 
Atwood  Radio  News  Recommends  Today's 
Best  Buys."  Then,  there  is  plenty  of  space 
for  the  grocer  to  chalk  in  the  items  and  the 
prices.  On  the  bottom  of  the  card  is  a  repro- 
duction of  our  coffee  can  and  a  price  spot. 
These  blackboards  have  been  installed  over 
the  fruit  and  vegetable  bins  throughout  the 
territory.  Grocers  are  eager  to  have  them 
put  up.  What's  more,  they  listen  to  the  pro- 
gram themselves  so  they'll  be  ready  to  serve 
the  women  who  come  and  ask  for  "today's 
special." 

Through  the  cooperation  of  the  leading 
film  producers,  advance  showings  of  all  the 
top  pictures  are  scrutinized.  On  the  day  that 
a  picture  opens  in  the  "loop,"  it  gets  a  send- 
off.  A  movie  is  never  criticized.  The  exhibitor 
is  in  business  to  make  money  just  as  we  are. 
There's  no  use  condemning  his  show  if  we 
don't  happen  to  like  it.  Better  to  say  nothing 
than  to  carp. 

The  "comics"  are  embodied  in  the  tagline. 
We  sign  off  each  day  by  saying: 

"And  that's  about  all  for 
today  except  for  this:"  (and 
then  pop  with  some  pert  say- 
ing, for  example)  "the  big- 
gest mystery  to  a  married  man 
is  what  a  bachelor  does  with 
his  money." 

Time  and  temperature 
are  given  every  two  min- 
utes or  as  close  thereto  as 
possible.  I  admit  that  fre- 
quently   a    long    story    can- 


To  chubby-cheeked,  broiun-haired  ad 
manager  Miles  Tod  Williams,  newswrit- 
ing  is  no  new  venture.  Six  years  ago  he 
was  with  the  old  Minneapolis  Journal, 
left  the  Fourth  Estate  to  join  the  Hutch- 
inson Advertising  Company,  agents  for 
Pillsbury  Flour,  other  big-time  accounts. 
The  Hutchinson-to-Atwood  switch  took 
place  last  year,  gave  Williams  a  chance 
to  show  his  wares  and  concentrate  his 
merchandising  ideas  on  a  single  product, 
an  opportunity  to  learn  the  fine  art  of 
coffee-tasting  from  Atwood's  husky,  pub- 
licity-shy president,  veteran  coffee  con- 
noisseur W.  W.  fVilcox.  Thirty-five  year 
old  newscaster  Williams  has  been  in 
front  of  a  microphone  off  and  on  since 
his  agency  days,  takes  no  voice  lessons, 
teaches  himself  by  listening  to  network 
experts.  He  has  two  children,  Gregory, 
14  years  old,  and  Virginia,  11.  On  Octo- 
ber next  he  and  Mrs.  Williams  will  cele- 
brate 16  years  of  ivedded  bliss.  Addicted 
to  tweedsy  suits,  brown  brogue  shoes, 
pudding  desserts,  Williams  wakes  at  4:10 
A.M.  daily  except  Sunday,  shuts  off  the 
alarm  clock  (which  is  set  for  4:20), 
drives  to  studio  (12  minutes)  to  prepare 
script  from  INS  despatches  as  they  come 
off  teletype  at  WTCN.  Three  hours 
later  he  goes  on  the  air  with  his  version 
of  the  news.  By  8:30  he's  at  his  desk  at 
Atwood's  enjoying  his  second  cup  of 
morning  coffee.  For  diversion:  Oil  paint- 
ing. 


not  be  successfully  interrupted  for  this 
service,  but  the  frequency  of  this  feature  is 
important. 

Above  all,  emphasis  is  laid  on  keeping  the 
commercial  copy  short  and  interesting.  Too 
many  advertisers  feel  that  they  must  clutter 
up  their  program  with  talk  about  the  prod- 
uct. Many  local  shows  have  been  clocked, 
using  from  three  to  five  minutes  in  a  quarter- 
hour  period  to  "sell  the  stuff." 

We  lean  just  as  heavily  the  other  way.  In- 
cluding the  opening  announcement  (10  words) 
through  the  close   (14  words)  we  insist  on  a 
maximum     of    50    seconds. 
C/r/>  The  one  short  plug  for  the 

product  is  put  in  the  middle 
of  the  program,  and  I  de- 
liver that  myself. 

Does  it  sell  Atwood's 
Coffee?  You  can  bet  your 
sweet  life  it  does! 


(Continued  on  page  38) 


14 


RADIO     SHOWMANSH  IP 


^i 


ake  a  Tip  From  the  Latins 


By  ELMER  WHEELER,  of  the  Tested  Selling  Institute,  Who 
Discusses  the  Value  of  Emotional  Appeal  in  Advertising  Copy 


Ix  Old  Mexico,  recently, 
I  learned  about  showman- 
ship in  selling  by  appealing 
to  the  emotions.  The  Latin 
sells  with  his  heart.  He 
romances  about  whatever 
he  offers.  He  may  touch 
your  desires,  your  fancy, 
your  sentiment,  your  love 
(depending  on  his  product),  but  always  he 
blends  the  emotional  with  the  practical.  And 
this  double  appeal  gets  you.  It  is  showman- 
ship. It  is  profitable. 

For  example,  as  I  was  rushing  out  of  a 
Mexico  City  hotel,  a  small-sized  man  held 
up  a  gardenia  and  said,  "Buy  it,  senor ;  it 
will  make  you  feel  important  all  day  long!" 
I  almost  sprained  my  ankle  twisting  around 
to  buy  it  when  the  full  significance  of  the  sen- 
tence struck  me.  I  had  several  important  calls 
to  make,  and  I  certainly  did  want  to  feel  im- 
portant. Fifty  centavos!  What  a  small  price 
to  pay  for  a  full  day's  importance. 

Take  a  tip  from  the  Latin!  Give  your 
radio  commercial  the  same  emotional  appeal, 
blended  with  the  factual.  It's  simple. 

Back  in  the  States  a  radio  program,  giving 
emotional  names  to  certain  dresses,  increased 
the  dream  appeal — and  pulled  an  astonishing 
number  of  people  into  a  department  store. 
Such  names  as  Pris cilia  Model,  Duchess  of 
Windsor  ^lodel,  and  Ginger  Rogers  Alodel 
brought  hundreds  of  customers  who  hoped 
to  absorb  some  of  the  glamour  of  these  fa- 
mous women  by  wearing  dresses  named  for 
them. 

You  can  apply  the  same  principle  to  any 
product  you  are  trying  to  sell,  and  success  is 
bound  to  be  yours. 

A  man  recently  climbed  onto  the  narrow 
ledge  of  a  New  York  hotel,  eighteen  stories 
above  the  street,  ready  to  leap  to  his  death. 
A  secretary  in  a  nearby  office  screamed. 
The  man  hesitated.  People  rushed  to  win- 
dows all  around.  For  over  an  hour  they 
pleaded  with  him  not  to  jump.  A  fireman  told 
him   to   get   back.   A   minister    reminded   him 


that  suicide  was  against  his  religion.  The  cops 
shouted,  "Get  off  that  ledge — wanna  get  kill- 
ed!" 

Then  a  young  lady  in  my  office  was  called 
to  the  scene.  She  tested  sentences  on  him. 
"Shall  I  get  you  a  cup  of  coffee?"  didn't 
work.  Neither  did  the  suggestion  of  a  glass 
of  wine. 

Finally,  she  cried,  "You  look  silly  on  that 
ledge !  Get  down  before  your  wife  sees  you 
making  a  fool  of  yourself!" 

The  would-be  suicide  got  down,  touched  at 
that  most  vulnerable  point — his  vanity. 

It  was  front-page  news  that  a  few  sen- 
tences decided  this  matter  of  life  and  death. 
Yet  every  day  without  fanfare  the  radio  pro- 
grams of  this  country  are  helping  to  decide 
the  life  and  death  of  various  businesses. 

For  a  live,  profit-making  program,  it  will 
pay  you  to  study  the  basic,  emotional  motives 
(such  as  vanity  in  the  preceding  incident)  ; 
then  make  your  sales  appeal  directly  to 
them — soundly,  forcefully,  and  with  precision. 

What  makes  people  buy?  What  makes 
good  radio  programs  sell?  Everyone  in  the 
office  knows  the  numerals  on  the  safe  dial. 
Only  a  few  know  the  combination  of  those 
numbers  that  will  unlock  the  safe  and  reveal 
the  riches  therein.  Likewise,  every  radio 
sponsor  knows  the  many  "sizzles"  of  his 
products  or  services,  but  what  he  often  does 
not  know  is  the  right  combination  of  selling 
words  and  ideas  to  make  people  respond  to 
his  sales  massages. 

For  example,  we  have  repeatedly  stressed 
the  importance  of  brevity  and  the  unusual — 
of  getting  "ten-second  attention."  In  this  re- 
spect, you  are  just  like  your  prospects: 

As  you  go  to  work,  your  mind  is  miles 
away.  Automatically  you  tip  your  hat,  sub- 
consciously you  dodge  a  car,  and  instinctively 
you  get  through  traffic.  You  are  awake — yet 
sound  asleep  mentally! 

For  effective  radio  selling,  you  must  learn 
the  secret  of  getting  words  into  the  listeners' 
consciousness — by     the     haze     and     past     the 


JANUARY,      1941 


15 


f 


daze — for  he  may  be  listening  with  his  mind 
miles  away  and  not  hear  a  word  that  is  said. 

Too  many  radio  programs  today  are  mo- 
notonously similar.  They  lack  the  "sizzle"  it 
takes  to  rise  above  the  average  and  to  secure 
and  hold  the  favorable  attention  of  listeners. 
Go  to  work  on  some  startling  but  true  "daze 
crashers"  to  penetrate  people's  minds — to  turn 
that  faraway  look  into  one  of  keen  attention. 

How? 


Play  for  the  emotions  and  shoot  straight 
for  the  heart! 

The  heart  is  closer  to  the  pocketbook  than 
the  head.  Logic  and  factual  appeals  are  fine, 
but  most  products  sell  faster  when  pushed 
by  a  strong  emotional  appeal. 


16 


RADIO     SHOWMANSHIP 


Here  are  three  basic  buying  motives  to 
keep  in  mind  when  planning  a  radio  program. 

1.  SELF-PRESERVATION.  People  need 
food,  clothing,  and  shelter  for  themselves  be- 
fore they  can  think  of  other  people  and  other 
things.  The  strongest  and  oldest  instinct  is 
"Look  out  for  Number  One  first." 

2.  ROMANCE.  After  people  have  food, 
clothing  and  shelter,  their  thoughts  turn  to 
leisure  and  to  romance.  Romance  includes 
not  only  sex  but  also  adventure,  travel,  fash- 
ionable clothes  and  accessories,  attractive 
homes  and  furnishings,  motor  cars,  and  all 
the  other  aids  to  comfort  and  happiness. 

3.  MONEY.  People  will  buy  products  or 
services  that  will  help  them  make  more  money 
or  show  them  how  to  save  money. 

There  are  many  other  supplementary  buy- 
ing motives,  but  the  105,000  word  combina- 
tions in  our  library  indicate  that  85%  of  all 
sales  can  be  made  by  appealing  to  these  three 
basic  buying  motives. 

So  fashion  your  ideas  and  words  to  pro- 
ceed past  the  prospect's  mind  with  its  cold 
reasoning,  past  his  efforts  to  be  strictly  logi- 
cal; go  deep  into  his  heart  and  move  his  basic 
buying  urges  emotionally. 

Remember,  fear  and  desire  are  the  forces 
which  motivate  most  people.  Men  fear  de- 
clining virility  and  health ;  women  fear  signs 
of  age.  On  this  basis,  both  will  respond  to  all 
sorts  of  drugs,  cosmetics,  health  lamps  and 
other  apparatus,  as  well  as  the  lure  of  climate 
and  vacation  trips  where  youth  and  health  are 
plentiful. 

Desiring  to  end  money  worries  and  become 
financially  secure,  people  will  be  interested 
in  whatever  promises  to  increase  their  pro- 
ductivity, save  time,  make  them  go-getters. 
They  will  invest  in  stocks,  bonds,  insurance 
or  gold  bricks,  as  well  as  all  the  personality- 
and  confidence-builders  on  the  market  if  they 
play  on  man's  inherent  desire  to  get  ahead. 

Whether  you  are  planning  a  new  radio 
program  or  remodeling  an  old  one,  bear  in 
mind  that  people  buy  not  from  cold  logie  but 
from  emotional  appeal.  Consider  the  three 
basic  buying  motives  and  direct  your  com- 
mercials straight  at  them.  Penetrate  the  half- 
listener's  mind  with  a  swift  "daze  crasher" 
that  gets  attention  and  holds  it.  Deal  in 
dreams  that  are  attainable,  in  romance  that 
is  \\athin  every  listener's  reach.  In  other 
words,  give  every  listener  what  he  most  de- 
sires in  life,  and  what  he  most  desires  may 
often  turn  out  to  your  product. 


JANUARY,     1  941 


17 


Fifth  CDlumn  Activities  in  Australia  Are  Built 
Into  a  Series  of  Dramatic  Transcribed  Programs 


There's  drama  in  the  headlines ! 
The  movies  found  that  out  long 
ago,  and  such  stirring  photoplays  as 
Escape  and  The  Mortal  Storm  are 
merely  celluloid  reproductions  of 
the  great  conflict  across  the  sea.  And 
now  radio  follows  suit. 

There  are  headlines  in  The  Enemy 
Within,  a  dramatic  new  series  of 
transcribed  radio  programs.  The 
series  deals  with  Fifth  Column  ac- 
tivities, points  out  how  undercover 
espionage  actually  worked  in  Aus- 
tralia, shows  how  the  Anzac  Secret 
Service  smashed  the  spy  ring  in  that 
country.  If  that  isn't  news,  then 
news  has  lost  its  importance,  and 
headlines  don't  mean  anything. 

The  Enemy  Within  was  first  pro- 
duced in  Australia,  with  an  all- 
English  cast.  The  Australian  Secret 
Service,  a  branch  of  the  regular 
Army,  cooperated  in  its  preparation 
and  supplied  most  of  the  details  and 
facts  around  which  the  series  was 
built.  Then  the  Board  of  Radio 
Censors  passed  on  the  story  before 
it  was  permitted  to  be  released,  for 
they  wanted  no  facts  on  which  the 
Secret  Service  was  working  to  be 
released  until  it  was  practical  to 
do  so. 

The  program  was  sold  immedi- 
ately for  sponsorship  to  the  Doug- 
las Drug  Company  and  broadcast 
over  37  Australian  stations.  Con- 
tract was  for  52  times,  but  after 
seven  or  eight  broadcasts,  it  was 
extended  to  90  programs,  subse- 
quently increased  to  a  208-time 
schedule,  and  present  indications 
point   to    its    being  continued    indefi- 


nitely because  of  public  demand. 

Arrangements  were  made  for 
United  States  and  Canadian  distri- 
bution through  Kasper-Gordon,  Inc., 
syndicated  transcription  company. 
Publicity  was  released  to  all  radio 
stations  and  important  radio  adver- 
tising agencies.  But,  at  first,  the 
series  didn't  sell.  After  hearing  audi- 
tion samples,  prospective  sponsors 
agreed  the  show  was  superbly  done, 
and  everything  in  it  was  worthwhile, 
but  they  were  afraid  some  people 
might  take  offense  at  exposes  of 
sabotage  and  espionage. 

Jack  Barton,  president  of  Bar- 
ton Dry  Cleaners,  had  no  such 
fears.  Located  in  the  heart  of  a  sec- 
tion containing  about  70%  foreign 
born  inhabitants  (Youngstown, 
Ohio),  he  signed  for  the  series  as  a 
test,  promptly  renewed  after  the 
series  got  under  way  over  station 
WKBN.  A  canvass  of  1,000  people 
proved  that  from  35%  to  50% 
knew  the  show  and  listened  to  it, 
and  could  name  the  sponsor.  Bar- 
ton, who  keys  his  advertising  to 
up-to-the-minute  events,  backed  the 
program  with  a  three  column-full 
advertisement  in  the  Youngstown 
newspapers,  showing  pictures  of 
himself  and  executives  of  WKBN 
signing  the  first  commercial  contract 
in  the  United  States  on  The  Enemy 
Within.  He  invited  people  to  listen 
to  this  dramatic  expose  of  Fifth 
Column  activities,  then  tied  up  with 
Barton  Cleaners,  The  Friend 
Within,  and  went  on  with  the  story 
of  his  company  and  services.  Other 
ads     followed,     and     Barton's    dry  | 


18 


RADIO     SHOWMANSHIP 


Please  Show  Unh 

Copy^  of 

J\aalo  Sttowman^nlp 


M 


ag.azine 


to  Cach  of  y[out 
Station  Salesmen 


'I 

.OIMC   IS  T«5  f 


Can  you  visualize  the  effect  of  a  message  lik^ 
this  from  you  to  your  cHents  and  prospectsi 


"We  have  long  felt  that  you,  a  local  Inisinei 
man,  would  like  to  know  what  others  in  yoUr^ 
same  field  throughout  the  country  are  dot 
in  radio  .  .  .  what  methods  they  are  using 
get  sales  through  the  air.  This  magazine 
devoted  to  the  transmission  of  these  i 
plans  and  promotions  and  we  have  taken  the 
privilege  of  subscribing  to  it  for  you. 

"We  sincerely  hope  you  will  find  some  of  the 
tried  and  tested  merchandising  ideas  set 
forth  in  these  pages  adaptable  to  your  busi- 
ness. If  they  give  you  the  spark  of  an  idedri 
let  our  staff  assist  you  in  developing  it  into\ 
a  sound  radio  advertising  campaigns  Discus- 1 
sion  can  he  had  at  your  convenience.  No\ 
obligation,  of  course.'' 


5Elt  LOCAL  rtAVi 


Fifteen  cents  per  copy  sends  this  educational,  sales-stimulating, 
brilliantly  edited  magazine  to  a  selected  list  of  men  in  your  town. 

Every  month  your  clients,  your  salesmen's  prospects,  the  advertising 
agencies  in  your  community  will  have  you  to  thank  for  their  copy  of 
Radio  Showmanship  magazine.  Your  station  insert  (four  pages)  will 
be  bound  into  every  copy  mailed  by  us  to  your  city. 

The  price  ( 1 5  cents)  covers  cost  of  mailing,  stamps,  wrapping,  address- 
ing, binding  your  insert  into  the  center  of  the  magazine  ...  in  other 
words,  the  magazine  complete  —  delivered  to  whomever  you  wish. 
(The  insert  is  your  own  to  do  with  as  you  please;  you  make  it  up,  you 
print  it,  you  mail  it  to  us.  We  bind  one  into  every  magazine  mailed  to 
your  city.) 

In  addition,  your  salesmen  receive  at  their  home  the  RS  Sellogram 
every  month  ...  a  salesman's  guide  to  better  selling  through  the  pages 
of  Showmanship. 

The  overwhelming  acceptance  of  Radio  Showmanship  after  only  five 
months  of  publishing  is  proof  in  itself  of  the  effectiveness  of  the  maga- 
zine. .  .  .  Your  station  cannot  afford  to  be  without  it!  Because  Radio 
Showmanship  is  exclusive  with  one  station  in  a  town,  why  not  fill  out 
the  enclosed  self-addressed  postcard  today?  Your  salesmen  will  appre- 
ciate this  extra  selling  aid  you  give  them  .  .  .  your  clients  and  prospects 
will  appreciate  receiving  the  magazine. 

On  the  Next  Page  You  Will  Find  a  Partial  List  of  the 
Stations     Already     Using     Radio     Showmanship     Magazine 


THES^  ARE  SOME  OF  THE  STATIONS 
NOW  USING  RADIO  SHOWMANSHIP 


KDYL 

Salt  Lake  City,  Utah 

KMO 

Taconm,  Wetshmgton 


KOA 


Denver,  Colorado 


KROW 


Oakland,  Calif, 


KFJZ 


Fort  Worth,  Texas 


WEBC 


WFBR 


WFIL 


Duluth,  Minn, 


Baltimore,.  Md. 


Ptitladetphia,  Pa, 


WHB 


Kansas  City,  Mo, 


WIIK-WCLE 

Cleveland,  Ohio 


WHN 


NewYork,N.Y, 


WIND 


WLAP 


Chicago,  111. 


Lexington,  Ky, 


WTCN 

Minneapolis,  Minn 


KDLR 

Devils  Lake,  N.  D. 

WBLK 

Clarksburg,  W.  Va. 


WXYZ 


WSPD 


WAGA 


Detroit,  Mich. 


Toledo,  Ohio 


Atlanta,  Ga. 


WEMP 


Milwaukee,  Wis. 


WCOP 


Boston,  Mass. 


WCHS 

Charleston,  W.  Va. 

WPAR 

Parkershurg,  W.  Va. 

WSAZ 

Huntington,  W.  Va. 

WOOD-WASH 

Grand  Rapids,  Mich. 

KOL 

Seattle,  Washington 

KFJM 

Grand  Forks,  N.  D. 

KLPM 


KRMC 

Jamestown,  N.  D. 

WWVA 

Wheeling,  W.  Va. 


WLOK 
WHIZ 


Lima,  Ohio  | 


Zanesville,  Ohio 


WMMN 

Fairmont,  W.  Va. 


WLEU 


Erie,  Pennsylvania 


KTUL 


WGR 


Tulsa,  Oklahoma 


KTSW 


Buffalo,  N.  Y. 


Emporia,  Kansas 


KOMA 

Oklahoma  City,  Okla.     "  \ 


WBRC 


Birmingham,  Ala. 


WGRC 


Louisville,  Ky. 


WORC 


KVFD 


Worcester,  Mass. 


Fort  Dodge,  Iowa 


Minot,  N.  D. 

Radio  SnowMANsmp  Magazine  Is  Exclusive  With  One  Station  in  a  Gity. 
Give  Your  Salesmen  This  Extra  Lift  .  .  . 

M.ail    the    Cnclo^ea    PoHcata     uoaay. 


cleaning  business  increased.  When  35%  to 
50%  of  listeners  contacted  state  they  hear  the 
program  and  can  name  the  sponsor,  the  rea- 
son for  increase  in  business  is  obvious. 

Then  KFWB,  Hollywood,  the 
Warner  Brothers  station,  took 
the  show  under  its  wing  and  set  out 
to  find  a  sponsor.  Di-Mon-Glo- 
Wax  Products  took  the  series  after 
KFWB  had  broadcast  four  episodes 
as  a  sustainer. 

That  The  Enemy  Within  offers 
unusual  radio  fare  for  American 
listeners  is  unquestionable,  for  the  average 
American  citizen,  while  aware  of  Fifth  Col- 
umn activities  in  this  country,  doesn't  know 
how  they  operate,  what  goes  on,  how  it  af- 
fects him,  but  he  is  interested. 

Because  it  is  timely  and  topical,  the  series 
requires  little  or  no  merchandising  tie-ups. 
Publicity  and  promotion  in  newspapers  and 
by  direct  mail  will  create  an  immediate  audi- 
ence. 

Suggested  premium  to  be  used  to  check 
audience  response  for  the  programs  is  a  copy 
of  the  Constitution  of  the  United  States, 
bound   in   book    form,    available    at    10c   each 


from  the  government  printing  office  in  Wash- 
ington, D.  C,  published  a  short  time  ago  in 
celebration  of  the  Sesqui-Centennial  anniver- 
sary of  the  signing  and  adoption  of  the  Con- 
stitution. 

In  addition.  The  Enemy  Within 
is  now  being  published  in  book 
form,  and  this  book  will  be  avail- 
able for  use  as  a  merchandising  tie- 
up  and  premium.  It  will  cost  about 
75c  per  copy,  including  mailing  and 
packaging.  Sponsors  may  offer  the 
book  for  a  certain  number  of  labels, 
wrappers,  or  sales  slips  plus  75c,  and  thus 
make  the  book  a  self-liquidating  item.  Many 
requests  for  the  book  have  already  been  re- 
ceived by  the  Australian  sponsor. 


AIR  FAX:  117  transcribed  episodes  arc  now  complete- 
ly recorded  and  ready  for  delivery.  Minimum  con- 
tract, 65  episodes.  Sufficient  time  allowed  for  com- 
mercials. No  ASCAP  music  in  the  series.  Sponsors 
and  stations  must  be  prepared  for  English  accent  as 
the  entire  program  series  was  produced  in  Australia 
with  the  cooperation  of  the  Australian  Secret  Service. 
Because  of  the  limited  number  of  samples,  Kasper- 
Gordon  has  been  forced  to  restrict  length  of  time 
during  which  inquirers  may  hold  audition  discs.  Ad- 
dress all  inquiries  to  Kasper-Gordon,  Inc.,  140  Boyl- 
ston  Street,   Boston,   Mass. 


Both  Sponsor  Barton  in  Youngstown  (O.)  and  Sponsor 
Di-Mon-Glo  in  Los  Angeles  use  newspaper  copy  to 
herald  the  airing  of  The  Enemy  Within.  Particularly 
suited  to  newspaper  ballyhoo  is  this  unusual  dramatiza- 
tion of  espionage  agents  and  their  sinister  methods  of 
operation;  it  ties  in  perfectly  with  the  blaring  headlines 
on  the  same  subject  sure  to  be  on  the  front  pages  of 
the  same  newspapers.  This  grim  association  assured  for 
both  sponsors  an  unusually  large  listening  audience 
right  from  the  very  start  of  the  series. 


nmn'tcr 


WKBN  510KC 

SUNDAYS  andTUESDAYS   lO  RM. 


K   KFWB   i: 

MON.  thru  THURS. 

"THE  ENEMY  |  ^ 
WITHIN" 

I      ThrUUng!     I 

^      Stirringt      ^ 

Dramatic! 


B 


TRUE! 

Sponsored  by 

DI-MON-GLO 


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JANUARY,     1  941 


23 


WHAT  THE  PROGRAM  DID  FOR  MEi 


This  is  the  businessman's  own  department.  Here,  the  advertisers  of  the  nation  exchange 
results  and  reactions  of  radio  programs  for  their  mutual  benefit.  Address  all  letters  to 
What  the  Program  Did  for  Me,  Radio  Showmanship,  11th  at  Glenwood,  Minneapolis,  Minn. 


Churches 

FIRST    CONGREGATIONAL    CHURCH 

"The  First  Congregational  Church  in 
Battle  Creek  began  broadcasting  its  Sunday 
morning  service  in  September,  1930,  and  has 
been  continuously  on  the  air  each  Sunday 
since  that  time  with  the  exception  of  the 
Sundays  during  July  and  August.  This  is  the 
oldest  continued  broadcast  by  the  local  radio 
station. 

"Better  than  half  the  cost  of  the  broadcast- 
ing is  met  by  contributions  from  church  mem- 
bers and  church  groups.  Non-church  people 
are  not  habitual  givers,  and  consequently, 
only  a  few  members  of  the  radio  church 
send  in  contributions.  These  are  rarely  for 
more  than  one  dollar.  Nevertheless,  during 
the  darkest  days  of  the  depression  when 
church  income  fell  below  the  barest  run- 
ning expenses,  we  never  failed  to  meet  the 
cost  of  each  radio  broadcast  through  con- 
tributions. 

"Of  the  many  ways  in  which  our  seven- 
day-a-week  church  serves  this  community,  I 
place  near  the  top  the  good  done  by  radio 
broadcasting.  One  of  my  favorite  expressions 
about  the  Sunday  morning  broadcast  is  that 
'My  good  friend,  Mike,  is  the  best  home 
missionary  pastor  that  the  church  ever  em- 
ployed!* 

"Radio  broadcasting  is  like  the  poem  which 
begins,  'I  shot  an  arrow  into  the  air.'  We 
never  can  know  the  thousands  of  homes 
reached.  So  frequently  we  are  rewarded  by 
knowing  that  an  arrow  has  reached  home  that 
we  go  before  our  radio  church  with  the  same 
enthusiasm  and  high  expectation  with  which 
we  face  a  church  congregation." 

Carleton  Brooks  Miller 

Minister 

First  Congregational  Church 

Battle  Creek,  Mich. 


AIR  FAX:  Beneficial  effects  of  radio  broadcasting  as 
outlined  by  the  Rev.  Miller:  1)  Non-church  goers 
learn  about  the  church,  its  mission,  are  attracted  to 
attend.  2)  Members  of  other  churches  appreciate 
service  when  unable  to  attend  church.  3)  Regular 
church  members  can  listen  when  unable  to  attend. 
4)    Old  people  who  are  ill  are  not  deprived  of  church 


service.     5)     People    in    institutions     (hospitals,    con- 

valescetit   homes,   old   people's   homes)    gather   'round 

the  radio  in  groups   regularly.  6)    Families  having  no 

church    affiliation    call    on    the    rddio   minister   in    time 

of  serious   trouble. 

First  Broadcast:   September,    1930. 

Broadcast   Schedule:    Sunday,    10:45-12:00   noon. 

Preceded  By:  Southernaires    (NBC). 

Followed     By:     Children's     Theater     (Michigan     net- 
work). 

Sponsor:   First  Congregational  Church. 
Station:   WELL,  Battle  Creek,   Mich. 
Power:   250  watts. 
Population:    47,000. 


Drug  Products 

YE  OLD  STANBACKER  'This  program 
has  been  used  on  station  WBRC  in  Birming- 
ham, Ala.,  since  September,  1936.  Because  of 
its  popularity  both  with  consumers  and  deal- 
ers in  the  Birmingham  area,  it  has  run  con- 
sistently without  interruption.  This  consisten- 
cy has,  of  course,  reflected  favorably  on  our 
sales  in  that  section." 

T.  J.  Mathews 
District  Manager 
Stanback  Company,  Ltd. 
Salisbury,  N.  C. 


AIR    FAX:    Swinging    off    with    Tommy    Dorsey's    "I'm 
Getting     Sentimental     Over     You,"     this     show    plays 
hot    dance    recordings    in    response    to    mail    requests. 
Ye   Old   Stanbacker   slips    in   a    subtle    statement   that 
all  letters  containing  a  STANBACK  envelope  will  be 
given   preference.    Mail   pull:    50    daily   letters.    Occa- 
sional  give-away   of   tickets    for  theater,   public   events 
pull    as    many    as    500    letters    per    day.    Most    recent 
offer:    tickets    to   rodeo    for   identifying   mystery   tune. 
In    a    recent    telephone    survey    of    21,000    calls    put 
through,  program  polled  nine  out  of  ten  listeners. 
First  Broadcast:   September  27,    1936. 
Broadcast   Schedule:    Daily,    12:30-12:45    P.M. 
Preceded  By:   Musical  Galleries. 
Followed  By:   Hal  Burns  Crossroads  Varieties. 
Competition:    Rhythm   Four,    Farm    &   Family   Forum. 
Sponsor:     Stanback     Company     Limited      (makers     of 
headache  powders),  Salisbury,  N.  C. 
Station:   WBRC,   Birmingham,   Ala. 
Power:   5,000  watts. 
Population:   259,678. 

COMMENT:  A  program  doesn't  have  to  be 
complicated,  elaborate,  expensive  to  succeed. 
Find  a  show  that  has  a  wide  appeal,  stick 
with  it,  and  watch  the  sales  go  up! 


24 


RADIO     SHOWM  ANSH  IP 


Drug  Products 


HEALTH   DISCOVERIES     "From    the    first 

broadcast,    we    received    numerous    inquiries 

and  several  orders  from  druggists  and  health 

food  stores.  Calwhey  sales  through  jobbing 

outlets   and  direct  sales  have  increased  over 

800%  during  our  first  six  months  on  the  air," 

C.  L.  Neubert,  M.D. 

The  C ahull ey  Company 

San  Francisco,  Calif. 

AIR   FAX:    Dramatic   conflict   adds   the   punch   in   every 
health      discovery      narrative.      Writer-narrator      Frank 
Wright    ranges    his     subjects     from    the     Neanderthal 
man's    arthritis    to    the    discovery    of    sulphanilamide. 
Dealer    good    Avill    is    obtained    and    sales    are    upped 
by   mention   in   the   commercials    of   concerns    carrying 
CALWHEY.  Example:  A  leading  San  Francisco  drug 
concern    reported    a   sales    pick-up    from    3  1/6    dozen 
to  five  gross  per  month  in  a  brief  period. 
Broadcast   Schedule:    Sunday,    4:00-4:15    P.M. 
Preceded  By:  Show  of  the  Week   (MBS). 
Followed  By:    Musical. 
Competition:   News,   Prof.   Puzzlewit. 
Sponsor:     Calwhey     Company,     makers     of     Calwhey 
(aids    intestinal    ailments,    high    blood    pressure,    un- 
derweight) . 

Station:  KFRC,  San  Francisco,  Calif. 
Power:   5,000  watts. 
Population:    629,553    (1940). 
Agency:   Theodore  H.  Segall  Advertising  Agency. 

COMMENT:  If  you  can  make  your  product 
the  subject  of  an  entertaining  radio  program, 
the  sales  value  of  your  radio  time  will  be  im- 
measurably increased.  Health  Discoveries 
gives  sponsor  Calwhey  an  additional  advan- 
tage: In  the  public's  mind,  Calwhey  is  link- 
ed with  the  brilliant  health  discoveries  related 
on  the  program. 


Furs 

SHOPPING  CIRCLE  "We  have  used  the 
Shopping  Circle  over  KDKA  for  quite  some 
time.  The  program  extended  invitations  to 
many  women  to  visit  our  factory  and  actually 
see  fur  coats  in  production,  as  well  as  to 
acquaint  them  with  our  fine  quality  furs. 

"We  feel  this  purpose  has  been  accomplish- 
ed to  a  great  extent,  particularly  in  the  west- 
ern part  of  the  state  and  surrounding  states. 
The  increased  number  of  inquiries,  as  well 
as  sales,  from  that  section  of  the  country, 
shows  this  program  has  many  listeners  who 
are  interested  in  Clearfield  Furs." 

S.  K.  Williams 

President 

Clearfield  Taxidermy  Co. 

Clearfield,  Pa. 

AIR  FAX:  Employee  representatives  in  many  sur- 
rounding towns  make  personal  calls  on  prospects 
obtained  from  the  broadcasts.  Capable  Janet  Ross 
conducts  a  friendly,  informal  program  on  home  fur- 
nishing   and    decoration,    fashions,    shopping,    travel. 


parties.   Frequent  fillip  is  an  interview  with  a  visiting 
celebrity  or  a  review   of  an   outstanding   book. 
Broadcast   Schedule:    Monday   thru   Friday,    9:00-9:15 
A.M.    (Clearfield   Furs,   every  Tuesday.) 
Preceded  By:   Ma  Perkins    (NBC  dramatic  serial). 
Followed  By:   Linda's  First  Love. 
Competition:    Polly   Malone;    Yours   Sincerely. 
Sponsor:     Clearfield    Taxidermy    Co.     (manufacturing 
furriers ) . 

Station:   KDKA,  Pittsburgh,   Pa. 
Power:   50,000  watts. 
Population:  665,384   (1940). 

COMMENT:  Located  in  a  town  with  a  popu- 
lation of  10,000,  Clearfield  Taxidermy  Co. 
seeks  big  city  volume  by  advertising  on  a  big 
city  radio  station.  It's  unusual,  but  it  has  suc- 
ceeded! 

Groceries 

TONIGHT'S  BEST  BUYS  "We  first  tested 
our  program  on  two  stations  in  the  spring  of 
1938.  The  idea  blossomed  into  a  definite 
schedule  of  15  Pacific  Coast  stations  during 
the  fall  and  early  winter  of  the  same  year, 
and  the  scope  was  then  increased  to  22  sta- 
tions in  1939  when  a  definite  spring  and  fall 
schedule  was  arranged. 

"This  year  (1940)  we  have  made  even 
greater  use  of  these  broadcasts,  the  daytime 
shows  running  from  March  28  through  No- 
vember 29,  and  the  nighttime  shows  (Port- 
land, San  Francisco,  and  Los  Angeles)  con- 
tinuing throughout  the  entire  52  weeks  of 
the  year! 

"Our  opinion  of  the  sales  effectiveness  of 
these  broadcasts  is  reflected  in  the  steadily 
increasing  use  we  have  made  of  them.  More 
factual  is  the  record  of  returns  received 
through  the  stations  as  the  result  of  merchan- 
dising offers  and  contests  conducted  by  us  in 
the  last  few  years.  These  have  been  more 
than  gratifying. 

"In  the  final  analysis,  Folger's  Coffee 
sales  (and  distribution)  have  been  growing  by 
leaps  and  bounds  since  the  broadcasts  first 
were  aired.  1940  will  see  the  largest  total 
volume  of  Folger^s  Coffee  sales  in  our  90- 
year  history!" 

Porter  F.  Anderson 
Advertising  Manager 
J.  A.  Folger  &  Co. 
San  Francisco,  Calif. 

AIR  FAX:  Stiff  competition  to  the  local  newspaper's 
classified  want  ad  section  is  this  novel  audience 
participation  program.  Anyone  with  anything  to  sell 
may  telephone  the  station.  Operators  receive  the 
calls,  announcers  relay  the  information  to  the  radio 
audience.  Five-minute  daytime  counterpart  is  Today's 
Best  Buys  for  which  sale  information  must  be  mailed 
instead  of  telephoned. 

Broadcast  Schedule:   Thursday,   5:30-5:45   P.M. 
Preceded  By:   Bob  Andersen. 
Followed  By:   Bob   Andersen;    News. 


JANUARY,      194 


25 


Competition:   Bud  Barton    (NBC  dramatic  serial). 
Sponsor:    J.    A.    Folger    8C    Co.,    makers    of    Folger 
coffee. 

Station:  KSFO,  San  Francisco,  Calif.  (Others:  KNX, 
Los  Angeles;  KOIN,  Portland.  States  covered:  Cali- 
fornia, Oregon,  Washington,  Idaho,  Nevada,  Ari- 
zona.) 

Power:    5,000    (KSFO). 
Population:    629,553    (San   Francisco). 

COMMENT:  The  same  person  who  reads  the 
newspapers  listens  to  the  radio.  Often  a  test- 
ed newspaper  feature  can  easily  be  converted 
into  a  successful  radio  program. 

Tobaccos 

TOBACCO  MARKET  BROADCASTS 

"When  we  started  the  selling  season  for 
1938-1939,  we  anticipated  a  loss  in  poundage 
from  the  previous  year  of  well  over  a  million 
pounds.  This  feeling  was  due  to  the  early 
crop  as  well  as  the  effect  of  crop  control. 

"At  the  close  of  the  season,  we  found  that 
we  had  lost  only  about  two  per  cent,  whereas 
many  markets  were  under  from  15%  to  20%. 
We  firmly  believe  that  our  use  of  radio  was 
the  means  of  attaining  this  fine  record,  as 
many  producers  commented  to  us  personally 
on  our  splendid  daily  and  weekly  programs." 

William  S.  Mason 

Secretary 

Reidsville  Tobacco  Market 

Reidsville,  N.  C. 

AIR  FAX:    For  complete  story,   see  Proof   O'  the  Pud- 
ding, page  35. 

Women's  Wear 

GRAYSON'S  PRESENTS  "We  have  used 
the  radio  program,  Grayson's  Presents,  for 
the  past  five  years  and  find  that  this  type  of 
advertising  has  helped  build  up  marvelous 
good  will  and  prestige  for  Grayson's  in  San 
Antonio.  Periodical  check  ups  show  results 
extending  to  a  150-mile  radius.  Announce- 
ments of  special  promotions  that  extend  over 
a  period  of  time  get  excellent  sales  results. 

"During  the  time  this  program  has  been 
on  the  air,  Grayson's  have  taken  in  addi- 
tional space  three  times  the  original  size  of 
the  store  in  1935  and  continues  to  show  great- 
ly increased  sales  volume.  Customers  have  in- 
formed us  they  eagerly  look  forward  to  the 
program.  Written  and  oral  comments  have 
been  most  favorable." 

D.  A.  MacFarlane 

Manager 

Grayson's  Shops,  Inc. 

San  Antonio,  Texas 

AIR   FAX:    For  complete   story,   see  Proof  O'   the  Pud- 
ding, page  35. 


YOURS 


for  the  asking 


ADDRESS     RADIO    SHOWMANSHIP 
11th    at    Glenwood,    Minneapolis,    Minn. 

SAMPLE    SCRIPTS    AVAILABLE 

Automobiles — Mr.  Yes  and  No  (see 
Sept.    issue,   p.    32). 

Beverages — Gaslights  and  Bustles  (see 
Oct.  issue,  pp.   73,   74). 

Dairy  Products — Junior  Town  (see  Dec. 
issue,  p.   136). 

Dairy  Products — Young  American's  Club 
(see  Nov.  issue,  p.   110). 

Department  Stores — Hardytime  (see  Sept. 
issue,  p.  35). 

Drug  Stores — Five  Years  Ago  Today 
(see  Dec.  issue,  p.    146). 

Electric  Appliances — Listen  and  Win  (see 
Dec.   issue,   p.    151). 

Electric  Appliances — Prof-it  (see  Sept. 
issue,   p.    28;    Oct.   issue,   p.    65). 

Flowers — An  Orchid  to  You  (see  Sept 
issue,   p.   35). 

Fuel — Smoke  Rings  (see  Dec.  issue,  p. 
126). 

Gasoline — Home  Town  Editor  (see  Oct. 
issue,   pp.   73,   74). 

Gasoline — PDQ  Quiz  Court  (see  Dec. 
issue,   p.    134). 

Groceries — The  Carnival  of  Fun  (see 
Sept.   issue,   p.   27). 

Groceries — Food  Stamp  Quiz  (see  Sept. 
issue,   p.   33). 

Groceries — Imperial  Interlude  (see  Nov. 
issue,   p.    107). 

Groceries — Matrimonial  Market  Basket 
(see  Dec.  issue,  p.    154). 

Groceries  (Wholesale) — Hoxie  Fruit  Re- 
porter   (see  p.  34). 

Groceries  (Wholesale) — Market  Melodies 
(see  Oct.  issue,  pp.  73,  74). 

Groceries  (Wholesale) — Women's  News- 
reel  of  the  Air  (see  Oct.  issue,  p. 
63). 

Men's     Wear — Juster's     Styles     for    Men 

(see  Sept.    issue,   p.   8). 
Men's    Wear — True    Stories    of    the    New 

York  State  Police    (see  Dec.  issue,  pp. 

150,   155). 
Music  Stores — Meet  the  Team    (see  Dec. 

issue,  p.    151). 
Optometry — Good     Morning,     Neighbors 

(see  p.   35). 
Women's    Wear — Melodies    and    Fashions 

(see   Nov.   issue,   p.    112). 

SAMPLE    TRANSCRIPTIONS 

Adventures    in    Christmastree    Grove    (see 

p.    98). 
Betty   and   Bob    (see   Oct.   issue,   p.    53). 
The  Enemy  Within    (see  p.    18). 
Pinocchio    (see  Sept.   issue,  p.    11). 
Ray    Daughters    Health    Club     (see    Sept. 

issue,   p.    35). 
Secret    Agent    K-7     (see    Sept.    issue,    p. 

35). 


26 


RADIO      SHOWMANSHIP 


^^SHOWMANSHIP 


IN  ACTION 


Those    extra   promotions    and    merchandising    stunts 
that  lift  a  program  out  of  the  ordinary. 


Auto  Supplies 

FIGHT  BROADCASTS  Sliding  into  the  new 
year  with  a  new  promotion,  Cyclone  Auto 
Supply  Store  (White  Plains,  N.  Y.)  is  ap- 
plying the  installment  plan  to  auto  license 
plates,  offering  the  service  to  local  auto  own- 
ers. On  Friday,  December  27,  sportscaster 
John  Dillon  announced  the  plan  at  his 
CYCLONE-sponsored  blow-by-blow  description 
of  a  special  holiday  boxing  bout  from  the 
Westchester  County  Center. 

Proposal:  Sponsor  Cyclone  Auto  Supply 
Stores  of  Westchester  County  will  buy  the 
listeners'  1941  auto  license  tags  for  them,  col- 
lect the  fee  on  a  "time"  basis  during  the  year. 
Twofold  benefit  to  auto  owners:  1)  Avoid 
standing  in  line  to  get  license.  2)  Ease  the 
*bite"  of  the  lump  payment  demanded  by  the 
New  York  Motor  Vehicle  Bureau. 

AIR  FAX:  Cyclone  Auto  Supply  Stores  sponsor  the 
weekly  blow-by-blow  descriptions  of  the  local  box- 
ing shows. 

Broadcast   Schedule:    Tuesday,    9:45-11:00    P.M. 
Preceded  By:   Organ  Music. 
Followed  By:   Dance  Music. 
Sponsor:   Cyclone  Auto  Supply  Stores. 
Station:    WFAS,   White   Plains,   N.    Y. 
Power:   250  Watts. 
Population:    35,830. 

COMMENT:  Offering  an  article  on  the  in- 
stallment plan  with  absolutely  no  direct  profit 
in  view  is  definitely  something  new.  Resultant 
good  will  is  not  the  only  benefit  for  sponsor. 
Patrons'  regular  payment  calls  acquaint  them 
with  the  stores,  stimulate  traffic. 


\\ 


Bakeries 

KIDDIES  KLUB  Tops  in  commercial  pro- 
grams is  one  that  securely  ties  in  sponsor's 
product  with  body  of  show.  Noteworthy,  then, 
is  Log  Cabin  Bakery's  program.  Kiddies 
Klub,  aired  once  weekly  over  station  KHSL. 
Originating  on  Saturday  afternoons  from  the 


JANUARY,      194  1 


Stage  of  the  Senator  Theatre  (Chico,  Calif.), 
program  centers  around  apple-bobbing,  Log 
Cabin  pie-eating,  other  kid  contests,  plus 
amateur  singing,  acting,  playing,  etc.  Birth 
dates  of  Kiddies  Klub  members  are  cele- 
brated with  presentation  of  Log  Cabin  cakes. 
Point  of  show:  Pie-eating,  cake  gifts  leave 
perfect  openings  for  sponsor  plugs.  Show 
emcee  is  Uncle  Earl,  KHSL  staff  man,  who, 
with  aid  of  stooge,  keeps  party  patter  at  high 
pace.  Sponsor  Log  Cabin  Bakery  attributes 
great  gains  in  good  will  to  this  top-notch 
popular  show.  Outside  of  theater  displays, 
radio  announcements  are  sole  means  of  pro- 
moting the  program. 

AIR    FAX:     Broadcast    Schedule:    Saturday,    5:00-5:15 
P.M. 

Preceded   By:    Dance   orchestra. 
Followed  By:   Dance  orchestra. 

Competition:    Quiz    of    Two    Cities    (CBS)    and    danc« 
orchestra. 

Sponsor:    Log   Cabin   Bakery. 
Station:   KHSL,   Chico,   Calif. 
Power:    500   watts. 
Population:   7,961. 

COMMENT:  Sponsor  shows  double  show- 
manship in  his  natural  merchandise  tie-ins 
with  the  program.  Pie-eating  contests  and 
birthday  gift  cakes  can  go  farther  to  pro- 
mote Log  Cabin  products  than  double  the 
number  of  200-word  commercials. 


Public  Utilities 

MUSICAL  COFFEE  CUP     Lifting  this  show 

out  of  the  run  of  the  mill  morning  musicals 
is  its  accent  on  the  personal  lives  of  its  listen- 
ers. There  are  the  usual  radio  requests: 
birthday,  wedding  anniversary  announce- 
ments. But  there  are  also  the  unusual:  hello, 
farewells,  get-wells,  love  greetings!  Even  the 
transcribed  musical  numbers  are  requested. 
To  add  a  touch  of  humor,  emcee  shares 
laughs  with  his  early-rising  listeners  by  ridi- 
culing late  sleepers. 

AIR  FAX:   First   Broadcast:   January  2,    1940. 

Broadcast    Schedule:     Monday    thru    Saturday,     7:15- 

7:45   A.M. 

Preceded  By:   Band  Music. 

Followed  By:   Morning  Clock. 

Sponsor:    Pacific   Power  and   Light   Co. 

Station:   KBND,   Bend,  Oregon. 

Power:   250  watts. 

Population:   8,848. 

COMMENT:  The  success  of  this  program  de- 
pends upon  the  type  of  requests  that  are  ob- 
tained. The  more  unusual  the  announcements, 
the  better  the  show.  Incidentally,  the  use  of 
ridicule  on  the  air  may  become  dangerous 
business.  In  this  case,  the  emcee,  by  poking 
fun  at  late  sleepers,  takes  no  chances. 


27 


1 


Beverages 

PARADE  OF  ALL  NATIONS  To  timid 
prospective  radio  advertisers  who  flirt  with 
the  idea  of  a  five-  or  fifteen-minute  spot  on 
the  air,  The  Brewing  Corporation  of 
America's  new  program — two  and  a  quarter 
hours  in  length — comes  as  a  concentrated 
tonic. 

To  promote  the  show,  some  3,000  letters 
were  sent  to  Cuyahoga  County  beverage 
dealers  urging  them  to  be  ready  to  capitalize 
on  the  program  by  stocking  up  on  the  spon- 
sor's product  (Carling's  Ale). 

Popular  WCLE  emcee  Lew  Henry  really 
know^s  the  background  facts  on  Carling's 
Ale.  He  made  a  complete  tour  of  the  brew- 
ery, where  he  amassed  facts  for  commercial 
material.  He  continues  to  concentrate  on 
dealers  in  foreign  sections  by  periodic,  in- 
formal visits. 

AIR  FAX:  Originating  in  a  typical  American  melting 
pot  (Cleveland),  program  seeks  to  please  all  of  the 
people  with  a  series  of  recordings  ranging  from 
swing  to  classics,  starring  a  variety  of  folk  melodies 
to  appease  every  member  of  every  nationality.  Strug- 
gles of  announcer  Henry  with  pronunciations  of  for- 
eign song  titles  amuse  listeners,  win  him  the  sobri- 
quet,   "The  Polka  King." 

Broadcast  Schedule:   Saturday,   3:00-5:15   P.M. 
Preceded   By:    Hotel   Cleveland   orchestra. 
Followed   By:    News    (MBS). 

Competition:    Southwestern    Serenade     (NBC);    Time 
to  Take  It  Easy    (CBS). 

Sponsor:    Brewing   Corporation    of   America,    for   Carl- 
ing's  Ale. 

Station:   WCLE,  Cleveland,  Ohio. 
Power:    500  watts. 
Population:    878,429     (1940). 


James  Bohannon,  advertising  manager  of  the 
Brewing  Corporation  of  America  (with  arm  ex- 
tended) shows  announcer  Lew  Henry  of  station 
WCLE,  Cleveland,  how  Carling's  Ale  is  inspect- 
ed for  purity  and  cleanliness.  A  strong  light  shines 
through  the  freshly-capped  bottles  as  they  pass 
along  the  conveyor.  Announcer  Henry  thoroughly 
absorbed  this  and  many  other  pertinent  facts  and 
uses  this  background  information  when  he  ad- 
libs  on  the  radio  program. 


COMMENT:  The  unusual  length  of  this 
show  is  really  something  worth  talking  about 
(especially  to  impress  dealers).  Smart  spon- 
sors Brewing  Corporation  of  America 
thought  so  too! 

Women's  Wear 

RIGHT  OR  WRONG  To  seasoned  radio 
time-buyers  one  primary  criterion  of  a  suc- 
cessful program  is  its  power  to  pull  consistent 
traffic.  Sponsor  Mart,  Inc.,  found  the  an- 
swer three  years  ago  when  they  put  on  a 
quiz  show  with  a  novel  twist,  awarded  week- 
ly 100  double  guest  theater  passes  to  be  col- 
lected at  ALart,  Inc. 

Second  criterion:  Mail  pull.  Right  or 
Wrong's  customary  count  wavers  around 
the  1,000-mark  weekly. 

Here's  the  twist  that  makes  this  quiz  show 
different:  Announcer  Ralph  Powers  directs 
his  questions  not  to  five  or  six  people  selected 
from  the  studio  audience  but  to  every  listener 
at  home. 

Powers  asks  20  questions;  listeners  check 
questions  right  or  wrong,  mail  their  answers 


28 


RADIO     SHOWMANSHIP 


to  station  WFBR.  First  100  correct  answers 
get  double  passes  to  one  of  Baltimore's  four 
leading  downtown  theaters.  Sponsor  notifies 
winners  by  mail,  asks  them  to  collect  their 
awards  at  Mart,  Inc. 

AIR     FAX:     Broadcast    Schedule:     Sunday,     1:30-1:45 
P.M. 

Preceded  By:   Book   Review. 

Competition:    March    of    Games     (CBS);    Al    &    Lee 
Reiser's  Orchestra    (NBC). 
Sponsor:  Mart,  Inc. 
Station:  WFBR,  Baltimore,  Md. 
Power:    5,000  watts. 
Population:   854,144    (1940). 

COMMENT:  Home-participation  air  shows 
seem  to  be  gaining  increased  interest  through- 
out the  country.  Last  month,  two  other  pro- 
grams of  this  type  were  described.  (See 
Lucky  Gong  Contest,  December,  1940,  pp. 
150,  153;  Add  'Em  Up,  December,  1940,  p. 
152.) 

Shoes 

THE  SIDEWALK  REPORTER  Is  a  10-day 
shoe  sale  a  booming  success  if  a  merchant 
has  as  many  pairs  of  shoes  at  the  end  of  the 
sale  as  he  had  at  the  start?  The  answer  is 
an  emphatic  "yes" — if  this  is  the  case : 


Twice  daily,  chief  announcer,  Lowell  Smith 
(handling  mike),  interviewed  passersby  in  front  of 
the  Rowe  Shoe  Store  in  San  Bernardino,  Calif. 
For  ten  days,  he  asked  for  old  shoes  for  British 
War  Relief  as  part  of  an  unusual  Rowe  promo- 
tion. Over  a  dozen  barrels  of  shoes  were  collected 
as  a  result  of  the  show. 


In  San  Bernardino  (Calif.)  The  Rowe 
Shoe  Store  set  up  on  the  sidewalk  in  front 
of  their  store  two  barrels  painted  red,  white, 
and  blue  and  placed  a  microphone  between 
them.  Twice  daily  for  10  days  Rowe  offered 
via  the  airways  a  two-dollar  reduction  on  any 
sale  purchase  accompanied  by  an  old  pair  of 
shoes.  The  shoes  were  to  be  given  to  the 
British  War  Relief  fund.  Results:  For 
Britain,  a  dozen  barrels  of  shoes;  for  RowE, 
a  highly  successful  sale. 

AIR  FAX:  During  the  show,  emcee  Lowell  Smith  in- 
terviewed passersby,  discussed  the  war,  sought  par- 
ticularly for  a  concensus  of  opinion  on  whether 
America  should  give  every  possible  aid  to  Great 
Britain. 

Broadcast  Schedule:   Nov.  29-Dec.  13,  4:45-5:00  P.M. 
Competition:   Fletcher  Wiley    (CBS). 
Sponsor:   Rowe  Shoe  Store. 
Station:   KFXM,   San  Bernardino,   Calif. 
Power:  250  watts. 
Population:   37,481. 

COMMENT:  This  is  an  important  promo- 
tion. It  may  herald  the  beginning  of  a  series 
of  similar  attempts  to  use  radio  to  aid  the 
Allies.  Its  success,  of  course,  depends  on  pub- 
lic opinion  at  the  moment. 

Looking  at  it  from  a  strictly  business  point 
of  view,  the  sponsor  must  be  certain  that  the 
cause  he  is  aiding  is  the  cause  that  most  peo- 
ple in  his  community  favor.  Otherwise,  the 
entire  promotion  may  boomerang. 

The  idea  of  donating  clothes,  books,  toys, 
etc.,  is  not  new.  Before  Christmas,  many  busi- 
nessmen sponsored  programs  that  asked  for 
special  donations  to  help  the  underprivileged. 


JANUARY,      1941 


29 


SHOWMANSCOOPS 

RADIO   SHOWMANSHIP   welcomes    unusual    photographs   of   merchandising 

stunts   used   to   promote   radio   programs.    One   dollar  will   be   paid    for  pictures 

accepted.    If    you    wis.h    photographs    returned,    please    include    self-addressed, 

stamped    envelope. 


Left  .  .  .  Ever  since  1934,  the 
WILKENS  JEWELRY  CO.  has 
given  Pittsburgh  a  full-hour  amateur 
show  on  station  WJAS.  Last  month, 
they  observed  the  fifth  annual  All- 
Twin  Amateur  Show,  presented  14 
sets  of  talented  twins.  Beaming 
emcee  Brian  McDonald  is  surround- 
ed  by  a   group  of  the  stars. 


Right  ...  A  three  weeks' 
Christmas  Book  Drive  on 
popular  KFPY's  early 
morning  participation  pro- 
gram Good  Morning 
Neighbors,  pulled  3,800 
books  from  all  parts  o 
the  entire  Spokane-In 
land  Empire  section 
Books  were  sorted,  deliv 
ered  to  Spokane  socia 
agencies.  For  complete 
story,  see  Proof  O'  the 
Pudding,   page    35. 


30 


RADIO     SHOWMANSHIP 


Above  .  .  .  To  the  annual  St. 
Louis  Food  Show  went  station 
KMOX  with  a  cheerful  booth 
boasting  of  its  stars,  boosting  its 
sponsors.  An  entire  pantry  shelf 
was  devoted  to  KMOX  food  ad- 
vertisers. Note  to  sponsors:  The 
more  promotion-minded  a  station 
is,  the  more  opportunities  you 
will  have  to  put  your  program 
across   to   the   public. 


Author-lecturer  John  K.  Chapel 
discusses  stamps  with  a  youth- 
ful philatelist  during  the  stirring 
historical  program,  Rancho  Per- 
alta.  Sponsor  R.  A.  SHUEY 
CREAMERY  offers  free  of 
charge  a  40-page  Postamp  His- 
tory  album   to    all    listeners. 


"I'm  washed  up,"  cheerfully  ad- 
mits a  participant  in  WEST  END 
LAUNDRY'S  quiz  program. 
Meet  the  Ladies.  Thrice-weekly, 
various  women's  organizations 
congregate  in  the  sponsor's  large 
reception  room  at  the  plant,  join 
in  community  singing,  tour  the 
laundry,  partake  of  refreshments, 
participate  in  the  quiz  program 
emcecd   by   jocular   Wayne   West. 


JANUARY,      194  1 


31 


1 


PROOF 0' THE 


PUDDING 


Results  from  radio  programs,  based 
on  sales,  mails,  surveys,  long  runs, 
the  growth   of  the  business   itself. 


Amusements 

HELLZAPOPPIN  Sunday  night  on  Broad- 
way, and  nine  legitimate  theaters  junked 
precedent  to  hold  performances,  Olson  and 
Johnson's  famous  Hellzapoppin  among  them. 
Business  for  all  was  good;  business  for 
Hellzapoppin  was  better.  They  alone  were 
sold  out! 

Plausible  reason:  Though  all  nine  had  used 
equal  space  in  New  York  newspapers,  only 
Hellzapoppin  had  added  an  extra  kick  to  the 
punch — radio!  Thrice  weekly,  the  stage  show 
had  sponsored  a  radio  musical  program  with 
regular  commercials.  The  special  Sunday  per- 
formance had  been  plugged  a  full  week  on  the 
air. 

AIR  FAX:   Station:   WABC,  New  York,  N.  Y. 
Power:   50,000  watts. 
Population:   7,346,272    (1940). 
Agency:   Blaine-Thompson. 

COMMENT:  In  the  past  year,  local  stage  and 
screen  theater  owners  have  just  begun  to  rub 
their  eyes,  blink  at  the  untried  possibilities 
of  radio  as  a  method  of  promoting  their 
shows. 


vitation.  Sidewalks  are  almost  always  jam- 
med at  air  time. 

AIR  FAX:  Clever  questioners  compose  queries  to 
tie-in  with  the  times.  Example:  During  the  Christ- 
mas shopping  season,  participants  were  asked  what 
they   wanted    for   Christmas. 

To    every    sender    of    a    question    used    on    the    show 
goes     a     free     garment     cleaning     certificate.     Correct 
answers     from     passersby     net     them     theater     passes, 
SPUD   and   TWENTY   GRAND   CIGARETTES. 
First    Broadcast:    November,    1938. 

Broadcast    Schedule:    Monday    thru    Saturday,     11:45- 
12:00    noon. 

Preceded  By:   Parade  of  Bands. 
Followed  By:   Indiana  News. 
Competition:   Our  Gal   Sunday    (CBS). 
Sponsor:   William  M.   Leonard  Garment   Cleaners. 
Station:   WIBC,  Indianapolis,  Ind. 
Power:    1,000  watts. 
Population:    364,161. 

SAMPLE  COMMERCIALS  AVAILABLE 

COMMENT:  Once  in  a  great  while,  it  takes 
nothing  more  than  a  good  title  to  get  a  pro- 
gram off  to  a  good  start.  In  this  case,  the 
title  helped  to  build  the  announcers  into  real 
personalities,  thus  popularize  the  show. 


Department  Stares 

MICKEY  MOUSE  CLUB  This  month,  mam- 
moth Chattanooga  (Tenn.)  department  store, 
Loveman's,  Inc.,  celebrates  the  third  birth- 
day of  their  weekly  Saturday  program.  With 
the  accent  on  youth,  the  show  invites  local, 
jubilant  juveniles  to  perform,  sets  their  age 
limit  at  10  years. 

The  sponsor  views  with  delighted  alarm 
the  average  of  over  100  offers  to  perform 
per  week;  each  show  can  accommodate  a 
maximum  of  only  14.  So  eager  are  parents  to 
assure  their  little  Deanna's  and  Mickey's  a 
spot  on  the  program,  they  write  in  from 
small  surrounding  towns,  telephone  long  dis- 
tance. 


Cleaning-Laundry 


BOY  GREETS  GIRL  In  November,  1938, 
Bill  Schingel,  the  boy;  Jane  Day,  the  girl, 
went  on  the  air  to  ''clean"  the  town  (Indian- 
apolis) for  William  M.  Leonard  Garment 
Cleaners.  Last  month,  for  the  second 
straight  year,  sponsor  gave  them  the  "go" 
signal  to  keep  right  on. 

System:  Boy  greets  girl  every  day  under 
the  marquee  of  the  English  Theater  on 
Monument  Circle  in  downtown  Indianapolis. 
Jane  pops  the  questions  to  the  men  passersby; 
Bill,  to  the  women. 

Asked  to  come  downtown  and  meet  Jane 
and    Bill   personally,   listeners   accept   the   in- 


AIR    FAX:    Presented    each   week   is   a   complete   variety 
show     of     songs,     recitations,     instrumental     solos     or 
groups.    To    "sign   up,"    moppets    telephone   station   a 
week    in    advance,    describe    their    act.     Enlisting    the 
cooperation    of   the   Orange    Crush    Bottling   Company, 
LOVEMAN'S     celebrated     the     club's     birthday     suc- 
cessfully with  a   studio  party. 
First  Broadcast:   January   8,    1938. 
Broadcast  Schedule:   Saturday,    10:00. 
Sponsor:   Loveman's,   Inc. 
Station:   WAPO,   Chattanooga,  Tenn. 
Power:    1,000  watts. 
Population:    119,798. 

COMMENT:  Many  farsighted  department 
stores  believe  in  reaching  customers  when 
they  are  young.  For  another  department 
store's  program  (Bullocks,  Inc.,  Los  An- 
geles, Calif.),  which  sets  its  age  limit  at  10, 
see  Pf'hoa  Bill  Club,  Sept.,  1940,  page  31. 


32 


RADIO     SHOWM  ANSH  I 


Department  Stores 

QUESTION-AIR  Sherman-Clay  &  Co., 
leasers  of  the  fourth  floor  music-radio  de- 
partment in  Oakland's  (Calif.)  largest  store, 
the  H.  C.  Capwell  Co.,  stage  a  quiz  show 
right  in  their  department,  awarding  Philco 
portable  radios  as  first  prizes  each  week. 

Upshot:  150-odd  shoppers  gather  every 
Friday  to  participate,  thereby  creating  the 
first  merchandising  essential — traffic.  One 
model,  most  persistently  plugged  and  demon- 
strated on  the  program,  jumped  nearly  100% 
in  units  sold  since  the  initial  quiz  show. 

From  H.  C.  Capwell  Co.  has  come  full 
cooperation  with  scores  of  showcards  in  prom- 
inent positions  throughout  the  store,  window 
displays,  circulars  in  mailing  pieces. 

AIR    FAX:     Subject    range:     art,    travel,    music,    radio, 
theater,    stage,    etc.    Similar    to    network    Take    It    or 
Leave    It    is    the    final    question    put    to    each    contest- 
ant:   a    "toughie" — take    it    or    leave    it!    If    done    and 
won,   score  is  doubled;    error  halves   the  score. 
First  Broadcast:   October  4,    1940. 
Broadcast  Schedule:   Friday,   3:30-4:00  P.M. 
Preceded  By:   Concert  Hall. 
Followed  By:   Newspaper  of  the  Air. 
Competition:   Man  of  the  World;   Grand  Lake  Revue. 


Elaborate  window  displays  boost  Question-Air, 
KROW  Friday  afternoon  quiz  show  broadcast  di- 
rectly from  the  music-radio  department  of  Oak- 
land's (Calif.)  largest  department  store,  THE  H. 
C.  CAPWELL  CO.  First  prize  each  week  is  a 
PHILCO  portable  radio.  Second,  third,  and  fourth 
prizes  are  merchandise  orders  for  ten,  five,  and 
two  and   one-half  dollars. 


Sponsor:     Sherman-Clay     &     Co.     (leaser    in     H.     C. 
Capwell   Co.,   department  store). 
Station:   KROW,   Oakland,   Calif. 
Power:    1,000  watts. 
Population:    284,063. 

COMMENT:  Growing  tendency  among  de- 
partment stores  is  to  plan  radio  advertising 
in  a  series  of  progressive  stages:  Build  one 
program  around  one  department,  then  add 
more  programs,  more  departments,  as  in- 
creased volume  warrants.  Start  is  usually 
made  with  departments  featuring  high  mark- 
up goods. 

Thus,  the  department  store,  instead  of 
fluttering  about  from  item  to  item,  from 
department  to  department,  can  concentrate  on 
selling  one  thing  at  a  time  as  national  adver- 
tisers do.  Leased  departments  have  been  first 
to  break  the  ground  for  this  type  of  depart- 
ment store  advertising,  first  to  prove  it  can 
work  successfully. 

Drug  Products  (others) 

WJJD  SUPPERTIME  FROLIC  It's  a  root- 
in',  tootin',  good  old  hillbilly  show  when  the 
Cumberland  Ridge  Runners  come  a-jug  blow- 
in'  and  a-square  dancin'  every  night  at  8:30 
P.M.  Seven  days  a  week,  two  solid  hours 
daily,  for  six  consecutive  years,  the  public  has 
stood  by  this  hardy,  radio  perennial. 

Among  present  sponsors  is  Consolidated 
Drug  Trade  Products.  Results  obtained  for 
some   of   their   products:    1)    McCoy's    Cod 


QUESTION-AIR 


P 


s 


\lh/  A  5  TUBE  PHILCO  TABLk 
MODEL  RADIO 


f 


JANUARY,      1941 


33 


Liver  Oil  Tablets.  Offering  as  a  premium 
a  toy  balloon,  sponsor  received,  according  to 
station  figures,  163,953  letters  in  two  and 
one-half  weeks.  2)  Radio  Girl  Perfume. 
New  on  the  market,  in  five  months  of  15- 
minute  daily  participation,  product  received  a 
mail  response  of  1,302  carton  tops  per  week. 
3)  Acidine  (stomach  powder).  1,742  mail 
pieces  in  one  day  as  result  of  their  campaign 
on  the  program. 

Service  Life  Insurance  Co.  (Omaha, 
Neb.),  who  has  also  taken  time  on  this  par- 
ticipating show,  received,  at  the  end  of  the 
week  of  May  6,  1940,  584  requests  to  have 
their  salesmen  call. 

Total  mail  pull  for  WJJD  Suppertime 
Frolic:  In  one  year,  265,714  pieces  of  mail. 
Average  number  of  letters  per  week:  5,110. 

AIR  FAX:  Old  American  folk  tunes  sung  by  the  hill- 
billy Cumberland  Ridge  Runners  highlights  the  two- 
hour  show.  Other  features:  guest  performers,  novel- 
ty acts  (harmonica,  jug  blowing,  square  dance  call- 
ing, etc.) 

Broadcast   Schedule:    Daily,    8:30-10:30    P.M. 
Preceded   By:    News. 

Competition:     What's     My     Name?      (NBC);     Grand 
Central  Station    (CBS). 

Sponsor:    Consolidated    Drug   Trade   Products    (manu- 
facturers,   sales    agents    for    cosmetic,    medicinal    prod- 
ucts).   Others:    Olson    Rug    Co.,    Service    Life    Insur- 
ance Co.,  Vick  Chemical   Co.,  Kass  Clothes,   etc. 
Station:    WJJD,    Chicago,   111. 
Power:   20,000  watts. 
Population:     3,384,556     (1940). 

COMMENT:  Opinion  differs  whether  ex- 
postmaster  Jim  Farley  or  radio  premiums 
should  be  given  credit  for  the  greatly  in- 
creased consumption  of  postage  stamps  in  the 
past  decade.  Of  all  radio  listeners,  none  is  a 
more  prolific  and  constant  letter  writer  than 
the  hillbilly  fan. 

Groceries  (wholesale) 

HOXIE  FRUIT  REPORTER  Year  'round 
WHO  (Des  Moines)  program  is  Hoxie 
Fruit  Reporter,  not  only  the  apple  of  every 
local  grocer's  eye,  but  "appetizing"  to  the 
listening  audience  as  well. 

Since  its  initial  broadcast  back  in  August, 
1938,  for  sponsor  Hoxie  Fruit  Co.,  the  pro- 
gram has  had  a  series  of  notable  mail  re- 
sponses. Three  announcements  of  a  banana 
booklet  offer  open  for  only  one  week  netted 
over  3,500  requests;  six  announcements  for 
the  same  premium,  5,000  requests;  a  similar 
offer  with  a  one-week  limit  on  a  cranberry 
booklet,  2,915  calls. 

AIR  FAX:  After  the  theme  song,  Yes,  We  Have  No 
Bananas,  dapper,  mustached,  smooth-voiced  Ernie 
Sanders  gives  listeners  fruit  facts,  recipes,  romance 
in  the  development  of  various  fruit  products;  glides 
casually  into  the  history  and  superior  qualities  of  the 
sponsor's  own  brands. 
First  Broadcast:   August   1,   1938. 


Broadcast    Schedule:     Monday    thru    Saturday,     7:00- 
7:15   A.M. 

Preceded    By:     Captain     Hernc,     News     Commentator 
(NBC). 

Followed  By:   News. 

Sponsor:   Hoxie  Fruit  Co.    (Wholesale  fruit  and  vege- 
table  distributor). 
Station:    WHO,    Des    Moines,    la. 
Power:   50,000  watts. 
Population:    142,559. 

SAMPE  SCRIPT  AVAILABLE 

COMMENT:  Nothing  must  move  faster  off 
the  grocer's  shelves  than  perishables.  Time  is 
an  important  factor.  For  that  reason,  the 
Hoxie  Fruit  Reporter,  although  primarily 
aimed  at  the  homemakers,  offers  a  valuable 
aid  to  the  grocer.  It  tells  what  to  push 
when! 


Home  Furnishings 


THE    ROMANCE    OF    MERCHANDISING 

Faced  with  the  problem  of  attracting  busi- 
ness from  a  trade  territory  that  spent  most 
of  its  dollars  in  a  large  town  nearby,  Elk 
City  (Okla.)  furniture  dealer  Grubitz  & 
Son  tried  radio. 

Since  they  handled  nothing  but  nationally 
advertised  products,  merchandise  available 
anywhere,  the  success  they  achieved  has  been 
largely  attributed  to  their  radio  program. 

Mail  response  to  a  question-answer  con- 
test has  been  exceptionally  high.  Unprecedent- 
ed sales  increases  have  been  obtained  not  only 
from  the  immediate  vicinity  but  from  this 
large  trade  area  usually  serviced  by  the 
neighboring  town. 

Starting  with  a  once-weekly  program, 
Grubitz  soon  tripled  their  radio  appropria- 
tion, broadcast  thrice  weekly  direct  from  the 
store.  For  1941,  they  have  allotted  an  even 
larger  appropriation  for  special  radio  promo- 
tions. 

AIR  FAX:  Emphasizing  the  fact  that  they  carry  noth- 
ing but  nationally  advertised  products  (each  with  a 
history  as  old  as  the  country  itself!),  GRUBITZ 
plans  their  shows  to  link  each  product's  past  his- 
tory with  its  present  utility.  Method:  The  emcee 
discusses  a  product  informally  with  three  or  four 
customers,  via  rehearsed  question  form. 
Example:  To  build  up  GENERAL  ELECTRIC  ap- 
pliances, they  chat  about  the  life  of  Edison.  After 
the  history,  the  following  question  is  put  to  the 
interviewees  and  radio  listeners:  "What  do  you  think 
of  your  GENERAL  ELECTRIC  refrigerator?"  To 
the  best  answer  submitted  by  mail  goes  a  store 
prize.  To  the  customers  on  the  program,  souvenirs 
are  awarded. 

Broadcast   Schedule:    M-W-F. 
Sponsor:    Grubitz    8C    Son. 
Station:   KASA,  Elk  City,  Okla. 
Power:    250   watts. 
Population:   5,666. 

COMMENT:  Radio  affords  a  merchant  the 
opportunity  to  romanticize  the  products  he 
sells.  No  other  medium  can  do  this  job  as 
well. 


34 


RADIO     SHOWMANSH  IP 


Tobaccos 

TOBACCO  MARKET  BROADCASTS  With- 
in 50  miles  of  the  three  greatest  tobacco  man- 
ufacturing plants  in  the  world,  plants  pro- 
ducing 65%  of  American  cigarettes,  is  situ- 
ated The  Reidsville  Tobacco  Market. 

Not  content  to  rest  on  its  ideal  location, 
Reidsville  was  the  first  market  in  this  high- 
ly competitive  area  to  use  radio  as  a  method 
of  attracting  tobacco   raisers.    It  has   during 


the  past  six  years  regularly  increased  its 
radio  budget — and  as  a  result,  its  business 
transactions. 

Promotion  stutit:  In  honor  of  the  tobacco 
raisers,  a  picnic  is  held  every  year.  (Special 
display  cards  and  post  cards  are  used  to  plug 
the  program.) 

AIR  FAX:  Starting  in  the  early  fall,  programs  con- 
tinue until  the  end  of  the  tobacco  market  in  Janu- 
ary. This  year's  radio  appropriation:  Two  spot  an- 
nouncements, daily;  15-minute  noonday  news,  daily; 
a  special  Friday  program.  The  Ole'  Professor. 
Previous  to  the  opening  of  the  sale  season,  THE 
REIDSVILLE  MARKET  conducts  a  series  of  broad- 
casts giving  advice  to  growers  and  curers  of  tobacco. 
From  the  Department  of  Agriculture  and  other  rec- 
ognized, reliable  sources  comes  the  information  for 
these  programs. 

Opening  day  of  the  sales  auction  is  broadcast  directly 
from  the  market.  Farmers  are  called  to  the  mike. 
Said  one:  "I'm  the  happiest  man  on  this  warehouse 
floor;  I've  Just  sold  2,200  pounds  of  tobacco  for 
an  average  of  31  cents." 

During  the  sales  season,  the  market  broadcasts  the 
daily  schedule  of  sales,  actual  sales  and  prices,  out- 
look for  the  present  and  following  day.  Secretary 
W.  S.  Mason  conducts  the  Friday  program,  The  Ole' 
Professor. 

Broadcast  Schedule:  Spot  announcements,  daily,  6:15 
A.M.,  6:15  P.M.;  daily  news,  noon;  The  Ole' 
Professor,  Friday. 

Sponsor:  Reidsville  Tobacco  Market,  Reidsville,  N.  C. 
Station:  WBIG,  Greensboro,  N.  C. 
Power:    5,000    watts. 
Population:    53,569. 

COMMENT:  For  sponsor  comment,  see 
PFhat  the  Program  Did  for  Me,  page  26. 

Optometry  (others) 

GOOD  MORNING,  NEIGHBORS  Every 
merchant  has  a  certain  group  of  merchandise 
that  he  calls  staples.  Radio's  staples  are  early 
morning  participating  shows.  In  Spokane, 
Wash.,  Good  Morning,  Neighbors  has  been 
on  the  air  uninterruptedly  since  1931.  Fur- 
thermore, practically  all  of  the  present  spon- 


sors have  been  on  the  program  from  three 
to  eight  years! 

In  a  KFPY  survey  of  their  five  largest  un- 
solicited mail-pulling  program,  Good  Morn- 
ing, Neighbors  stacked  first,  took  48.2%  of 
the  total.  Despite  the  early  hour,  women's 
organizations  in  a  body  have  attended  the 
studio  broadcast,  helped  entertain  with  com- 
munity singing. 

AIR  FAX:  On  casual  observance,  this  oldtimer,  with 
its  sunny  round-the-breakfast-table  banter,  philosophy, 
weather  reports,  time  signals,  anniversary  announce- 
ments, might  appear  run  of  the  mill.  Claim  to  dis- 
tinction is  the  quality  of  the  music  rendered  by  two 
of  the  tegion's  finest  performers,  Norman  Thue  at 
the  organ,  Del  Yandon  at  the  piano. 
First  Broadcast:   May,    1931. 

Broadcast    Schedule:     Monday    thru    Saturday,    7:15- 
7:45   A.M. 
Preceded   By:    News. 
Followed  By:   Roving  Hillbillies. 

Competition:    Josh    Higgins     (NBC    dramatic    serial); 
Financial   Service    (NBC-Red). 
Sponsor:   Poux  Optical  Co.    (Others.) 
Station:  KFPY,  Spokane,  Wash. 
Power:    5,000   watts. 
Population:    115,514. 

SAMPLE  SCRIPT  AVAILABLE 

COMMENT:  Hard  to  find  is  a  radio  station 
without  its  early  morning  show.  Good  Morn- 
ing, Neighbors  has  pointed  out  one  way  to 
lift  these  shows  above  the  average — able 
musicians. 

Women's  Wear 

GRAYSON'S  PRESENTS  Always  the  back- 
bone of  radio,  musical  shows  continue  to  pull 
new  sponsors,  hold  old  ones.  Successful  old- 
timer:  Back  in  1934,  Grayson's  Shops 
(popular  priced  dresses,  women's  furnishings) 
went  on  the  air  with  a  15-minute  recorded 
musical  show.  Since  that  time  bands  and 
tunes  have  faded,  but  Grayson's  Presents 
continues  to  be  an  outstanding  KONO  pro- 
gram. It  has  delivered  a  steady  stream  of 
sales  to  the  sponsor  for  six  (6)  straight  years 
without  any  stops. 

AIR   FAX:    Program   features   recordings   of   all   popular 
dance  bands. 

Broadcast   Schedule:    M-W-F,    9:00-9:15    A.M. 
Preceded  By:   Morning  Merry-Go-Round. 
Followed   By:    Popular  music. 

Competition:     Houseboat     Hannah      (NBC     dramatic 
serial);   Hymns  of  All   Churches. 
Sponsor:   Grayson's  Shops,  Inc. 
Station:   KONO,  San  Antonio,  Texas. 
Power:   250   watts. 
Population:    231,542. 

COMMENT:  Popular  with  the  ladies  at  all 
times  is  music.  Once  having  found  that  this 
type  of  program  had  appeal,  smart  sponsor 
Grayson's  Shops  established  its  messages 
in  listeners'  minds  with  continual  repetition. 
See  What  the  Program  Did  for  Me,  page  26. 


JANUARY,      1941 


35 


JOHNNY 
ON  THE  SPOT 


If  you  use  spot  announcements,  you'll  be  interest- 
ed    in    the    news,     reviews,     and     tips     in     this     column. 

Sponsors  of  special  events  are  finding  spot 
announcements  a  splendid  method  of  arousing 
quick  public  interest. 

In  New  Orleans,  the  Pacific  Whaleing 
Company  staged  a  carnival  show  and  pur- 
chased a  series  of  spot  announcements  over 
WWL  to  exploit  the  show. 

To  introduce  the  series,  special  eventman 
Henry  Dupre  broadcast  from  the  mouth  of 
a  whale  at  the  show  grounds. 

In  Oklahoma  City,  the  advisory  committee 
of  the  Oklahoma  Independent  Retail 
Grocers  Association  announce  that  attend- 
ance at  this  year's  Food  Show  far  exceeded 
that  of  last  year.  The  show  also  broke  all 
existing  attendance  records  at  the  huge  Okla- 
homa City  Municipal  Auditorium. 

Spot  announcements  over  KOMA  were 
used  this  year,  as  well  as  broadcasts  direct 
from  the  show  and  from  the  studios  of 
KOMA. 

The  successful  use  of  spot  announcements 
for  promoting  special  events  is  dependent  on 
the  number  of  announcements  bought.  Usual- 
ly, the  promotion  time  is  so  short  that  the 
more  spot  announcements  purchased,  the  bet- 
ter. 

The  announcements  should  be  unusual, 
and  the  same  announcement  repeated  fre- 
quently to  gain  the  benefit  of  repetition.  The 
objective  of  the  entire  campaign  is  to  start 
people  talking,  so  give  them  something  worth 
talking  about. 

SYNDICATED  TRANSCRIBED  SPOTS 

Remember  those  clever  Ford  announce- 
ments? Their  catchy  tunes  really  started 
people  humming. 

Since  then,  a  few  of  the  progressive  trans- 
cription companies  have  produced  syndicated 
musical  and  dramatic  spots  for  local  spon- 
sors. 


Each  spot  runs  approximately  30  seconds. 
Following  the  transcription,  the  local  station 
announcer  ties  in  30  seconds  of  closing  com- 
mercial copy  with  the  sponsor's  individual 
sales  message,  name,  address,  etc.,  thus  com- 
pleting a  one-minute  announcement  that  is 
different  from  the  average  local  straight  com- 
mercial. 

Each  of  the  series  is  made  for  a  specific 
business  field  and  is  available  to  only  one 
r.ponsor  in  a  community. 

Through  syndication,  the  cost  of  each 
series  of  spots  to  the  individual  sponsor  is  but 
a  fraction  of  actual  production  expenses  which 
comprise  scripts,  talent,  direction,  original 
music,  and  recording. 

INTRODUCING 

New  business  fields  to  which 

radio   is   now   extending  its   services   .   .   . 

Bird  Seed  .  .  .  Justrite  Co.,  Milwaukee,  Wisconsin.  13- 
week  daily  participation  announcements.  Station 
WHN,  New  York  City. 

Biscuits  .  .  .  Merchant's  Biscuit  Co.,  Denver.  5  time 
signals  and  1  announcement  daily.  Station  KOA, 
Denver. 

Biscuits  .  .  .  Sawyer  Biscuit  Co.,  Chicago.  One  and  one- 
half  minute  announcements  preceding  European  News 
Roundup.   Station   WBBM,    Chicago. 

Dried  Fruit  .  .  .  Mission  Packing  Co.,  Los  Angeles.  13 
one  minute  transcriptions  to  be  used  seven  times  per 
week.  Station  KECA,   Los   Angeles. 

Express  .  .  .  Railway  Express  Agency,  New  York  City. 
36  announcements.  Station  KOA,  Denver. 

Peanut  Oil  .  .  .  Planters  Nut  8C  Chocolate  Co.,  San 
Francisco,  150  word  announcements.  Five  a  week  on 
Art   Baker's   Notebook.   Station   KFI,    Los   Angeles. 

Resort  .  .  .  Strawberry  Resort,  El  Dorado  County. 
California.  One  minute  transcribed  announcements 
Station    KPO,    San    Francisco. 

Roofing  .  .  .  Clarence  Hansen  8C  Sons,  Inc.  52-week 
contract  for  station  break  announcements.  Station 
WHN,  New  York  City. 

Wedding  Dresses  .  .  .  Marlene  Shop,  Pittsburgh,  Pa 
One  minute  announcements,  one  per  week  on  Wed- 
nesday. Station  KDKA,  Pittsburgh,  Pa. 

Wine  .  .  .  California  Wine  Co.  4  fifty-word  announce 
ments  daily   for   13  weeks.  Station  WIND,   Chicago. 


HINTS  TO  SPOT  BUYERS 

Big  unknown  factor  in  buying  spot  an- 
nouncements is  just  how  many  to  buy.  The 
proper  point  of  diminishing  returns  (if  there 
is  one),  can  only  be  determined  by  experi- 
menting. 

When  you  buy — start  with  a  quantity 
smaller  than  you  had  originally  planned — 
then  add  announcements  whether  your  orig- 
inal purchase  showed  results  or  not.  This 
increase  may  be  all  that  is  needed  to  turn 
failure  into  success.  If  the  first  increase 
proves  profitable,  you  may  find  it  wise  to  con- 
tinue adding  announcements. 


36 


RADIO     SHOWMANSH  I 


] 


TRENDS 


A  rating  of  program  patterns  based  on  a  special  survey  of 
outstanding,  locally-sponsored  radio  programs  throughout 
the  country.  Let  the  TREND  of  these  ratings,  month  to 
month,   be   your  guide   to   better  buying. 


PROGRAM  RATINGS,  DECEMBER,  1940 


WHAT  ABOUT  QUIZ  SHOWS? 


Type 

Rating 

Last 
Month 

Change 

MUSIC 

36% 

36% 

NEWS 

21% 

20% 

+  1% 

TALKS  & 
INTERVIEWS 

14% 

15% 

-1% 

QUIZ 

10% 

9% 

+  1% 

SPORTS 

7% 

7% 

DRAMA 

6% 

7% 

-1% 

COMEDY 

6% 

6% 

GROUPS          Men  Women  Children 

Music 30%  38%  41% 

News 26%  21%            7% 

Talks    8C 

Interviews       11%  18%  14% 

Quiz 10%  11%           8% 

Drama 5%  4%  18% 

Sports 13%  3%            4% 

Comedy 5%  5%           8% 


GOOD  NEWS  FOR  NEWS  SPONSORS 


TREND  OF  NEWS  SHOWS 


AUG.    SEPT.     OCT.    NOV.     DEC. 


The  end  of  1940  sees  locally-sponsored  news 
programs  receiving  the  highest  rating  since 
these  surveys  began.  This  means  that  more 
and  more  businessmen  are  finding  good  news 
broadcasts  pay! 


TREND  OF  QUIZ  SHOWS 


lllll 


AUG.    SEPT.     OCT.     NOV.     DEC. 


Figures  don't  lie — but  many  times  they  for- 
get to  tell  the  entire  story. 

Take  the  trend  of  quiz  programs  as  an  ex- 
ample. The  first  three  months  of  these  sur- 
veys showed  a  sharp  decline  for  shows  of  this 
type,  but  since  then  almost  a  complete  about- 
face  has  been  recorded. 

Now,  let's  examine  the  figures  a  little 
closer.  Since  October,  when  the  decline  stop- 
ped, it  has  been  noted  that  most  of  the  new 
successful  quiz  shows  reported  have  added 
twists  and  showman  stunts  that  make  them 
differ  entirely  from  the  straight  question  and 
answer  programs  that  marked  the  first  few 
months  of  this  survey. 

Dr.  Pepper  Bottling  Co.,  over  KFDA, 
Amarillo,  Texas,  reported  a  quiz  show,  only 
five  minutes  long  dealing  entirely  with  crime 
problems.  Hyde  Park  Brewing  Association, 
over  KMOX,  St.  Louis,  tell  of  their  sport 
quiz  featuring  a  board  of  sports  experts  with 
the  listeners  asking  the  questions,  much  on 
the  order  of  Information  Please. 

Kay  Jewelry,  over  KROW,  in  San  Fran- 
cisco, has  a  quiz  contest  between  two  teams; 
the  winning  team  continues  week  to  week 
until  beaten. 

Many  of  the  newer  quiz  shows  are  direct- 
ed at  the  listeners  themselves  instead  of  a 
selected  few  from  the  studio  audience. 

Hadley  Furniture  Co.,  over  WAPO, 
Chattanooga,  Tenn.,  has  the  listener  phone 
in  his  answer.  Quimby  Bakery,  over 
WWVA,  Wheeling,  W.  Va.,  asks  for  replies 
by  mail  and  requires  the  contestant  to  in- 
clude a  wrapper  of  their  bread. 

The  list  of  successful  quiz  shows  goes  on 
and  on,  but  they  all  prove  a  single  point: 
Today,  quiz  programs  have  to  be  different  to 
be  good! 


JANUARY,      194  1 


37 


THE  READERS 
WRITE 


HELLO,  MA! 

To  Edward  M.  Kirby,  director  of  pub- 
lic relations.  National  Association  of 
Broadcasters,  who  has  been  appointed 
to  the  Radio  Division  of  the  United 
States  Army,  we  recently  sent  an  inquiry 
regarding  the  part  that  the  local  radio 
sponsor  and  station  can  play  in  the  Army 
recreation  program.  We  were  particular- 
ly interested  in  locally-sponsored  pro- 
grams originating  at  the  camps,  record- 
ed, and  sent  back  to  the  station  for 
re-broadcast ;  the  kind  of  programs  that 
featured  informal  messages  from  the 
trainees  to  their  friends  back  home. 
Here  is  the  answer. — Ed. 


I  think  you  will  find  that  the  present  policy 
of  the  Army  with  reference  to  broadcasts  in- 
clude both  local  as 
well  as  network 
originations,  and 
also  include  the  use 
of  recordings  of  in- 
terviews with  lo- 
cal boys  at  distant 
camps,  prepared 
for  broadcast  over 
the  local  station. 
This  is  in  line 
with  the  thoughts 
expressed  in  your 
own  letter  of  De- 
cember 6.  Final 
determination  with  such  local  originations, 
we  understand,  rests  with  the  Commanding 
Officer  of  the  Army  camp. 

Certain  policies  with  reference  to  program 
material  and  endorsement  of  either  the  prod- 
uct or  sponsor  by  Army  personnel  or  the 
War  Department  are  necessary  prior  to  re- 
ceiving clearance  for  such  broadcasts.  Army 
regulations  prohibit  the  endorsement  of  any 
product  by  any  of  the  Army  personnel. 

If,  therefore,  a  commercial  program  de- 
sires   to    be    broadcast    from    an    Army    post, 


38 


EDWARD  M.   KIRBY 


care  must  be  exercised  that  in  no  way  shall 
the  inference  be  made  that  the  product  or 
sponsor  has  received  the  official  sanction  of 
the  War  Department  or  the  Army.  The 
sponsored  program  is  simply  placed  at  the 
position  of  broadcasting  from  the  Army  post 
in  its  usual  fashion,  without  particular  refer- 
ence or  advertising  tie-ins  which  might  vio- 
late the  existing  Army  policy. 

Edward  M.  Kirby 
Director  of  Public  Relations 
National  Association  of  Broadcasters 
Washington,  D.  C. 


A  NEW  SLANT  ON  NEWS 
(Continued  from  page  14) 

Here's  another  reason  that  I  believe  ac- 
counts for  the  program's  success.  It  is  under 
constant  surveillance.  The  daily  "policing"  is 
never  relaxed.  Two  homemakers,  an  agency 
representative,  and  at  least  one  official  from 
the  Atwood  Coffee  Company  check  the 
program  with  care.  They  do  more  than  just 
listen.  They  have  handy  a  scratch  pad  and 
pencil.  Notes  are  made  on  diction,  tempo, 
balance  of  one  item  against  another,  etc. 

The  only  reason  any  advertiser  uses  the 
radio  is  to  sell  his  product.  If  he  were  spend- 
ing his  money  on  newspaper  space,  he'd  get 
the  most  for  his  money  by  putting  a  specialist 
on  the  job  of  preparing  the  copy.  He'd  hire 
the  best  artist  and  layout  man  that  his  budget 
would  afford. 

He  should  do  the  same  thing  with  a  news- 
cast, but,  unfortunately,  this  does  not  always 
hold  true.  Naturally,  it  costs  more  to  do  it 
this  way.  But  the  sponsor  who  will  pay  such 
a  cost  will  get  every  penny  of  it  back  in  divi- 
dends. 

We  know  what  we're  talking  about. 

This  particular  program  has  done  exactly 
what  we  predicted  it  would.  It  has  diverted 
tremendous  numbers  of  listeners  to  WTCN. 
In  turn,  these  new  listeners  have  shown  their 
approval  for  Atwood's  Coffee  by  buying ' 
more  of  it. 

In  other  words,  we  have  again  proved  that 
hackneyed  axiom  of  Emerson's,  "Build  a  bet- 
ter mousetrap,  and  the  world  will  beat  a 
path  to  your  door."  We  have  no  copyright  on 
the  success  of  this  program.  It'll  work  for 
anybody  anywhere. 

Try  it  and  see! 

RADIO     S  H  OWMANSH  IP 


NEXT  MOXTII 


BEVERAGE  MAN  FRANK  J.  SCHNELLER,  Advertising  Manager  of  John 
Graf  Co.,  Milwaukee,  Wis.,  tells  the  dramatic  story  of  how  his  company  increased  their 
sales  volume  during  slack  months.  Whether  you're  beverage-minded  or  not,  you'll  want  to 
read  all  the  facts  and  figures  in  Beverage  Sales  Thru  the  Air! 


/lijIJLi  iJlti  llJLiii/llj/\y  the  Toledo  optometrist  whose  radio  spot  announcement  has 
been  changed  only  seven  times  in  seven  years  (and  then  just  to  change  a  single  word).  It's 
one  of  the  most  unusual  stories  ever  featured  in  Radio  Showmanship.  See  Johnny  on  the 
Spot! 

ADVERTISING  AGENT  A.  WESLEY  NEWBY  returns  to  radio  Showman- 
ship's  pages  with  the  important  story  of  how  the  Associated  Grocery  Industries' 
Council  of  Chicago  met  the  radio  promotion  of  large  grocery  chains. 


Plus  More  Than  35  Programs  and  Promotion  Ideas  You  Can  Use  in  Your   Own  Business! 


^ 


THIS  IS  YOUR  FIFTH  COPY  Ol 


HOWMANSHIP,  In  it  arc  articles  concerning,  and  detailed 
descriptions  of,  39  radio  programs  as  used  in  27  different  types  of  busi- 
ness fields.  One  of  these  program  presentations  may  prove  adaptable  in 
your  business.  The  Editors  of  Radio  Showmanship  &  Merchandising 
Review  welcome  and  will  promptly  answer  all  correspondence.  May  you 
enjoy  and  profit  from  this  issue. 


FEBRUARY  1941 


IN  THIS  ISSUE  . . .  PROGRAMS  AND  PROMOTIONS  FOR 


Amusements  *  Automohiles  *  Bakeries  *  Beverages  *  Building  Materials 
Bepartment  Stores  «  Electric  Appliances  *  Finance  *  Groceries 
flardware    ♦    Jewelry    ♦    Laundries    ♦    Men's  Wear    ♦    Bptometry 


■  ^MHBP    Tffaw    a    MARA7T1IE 


a   QPPVTrF 


MEET  MRS.  AMERICA 


^HE  is  queen  over  all  she  surveys.  Her  kitchen  is  her  kingdom, 
and  unto  her,  every  voice  must  bend!  .  .  .  Radio  advertisers,  spend- 
ing millions  of  dollars  each  year,  must  never  lose  sight  of  Mrs. 
America.  Her  likes  and  her  dislikes  decide  the  fate  of  the  business- 
es that  sponsor  the  various  radio  programs.  There  is  but  one  sure 
way  to  discover  Mrs.  America.  Find  out  how  other  men  in  your 
business  field  are  using  radio.  Their  experience  can  be  your  guide. 
Only  one  magazine  brings  you  briefly,  yet  accurately,  the  ever- 
changing  picture  of  radio  in  action!  .   .  .RADIO  SHOWMANSHIP. 


YOUR  BUSINESS  AT  A  GLANCE 

An  index,  clatsif^n^  by  businesses  the  various  articles  and  services  in  Radio  Showmanship. 
It's  the  quick  way  to  find  out  what  others  in  your  business  field  are  accomplishing  through  radio. 


FEBRUARY 


Business  PAGE 

Amusements 70 

Automobiles 64,  65,  71 

Bakeries 53,  72 

Beverages 72 

Building  Materials 58 

Cleaners 7d 

Department  Stores 70,  72 

Electric   Appliances 65,   73 

Farm  Supplies 65 

Finance 66 


Business  PAGE 

Garages 73 

Groceries 50,  53,  54,  73 

Hardware 66 

Ice 74 

Insurance 74 

Jewelry 67 

Laundries 47,  56 

Men's  Wear 67 

Optometry 76 

Plus  Ten  Other  Businesses 76 


JANUARY 


Business  FAGE 

Amusements 32 

Auto   Supplies 27 

Bakeries 27 

Beverages .28 

Churches 24 

Cleaners 18,  32 

£>«partment  Stores 32,  33 

Drug  Products  24,  25,  33 


Furs 


25 


Business  PAGE 

Groceries 12,  25,  34 

Flotne   Furnishings 34 

Laundries 10 

Men's  Wear 7 

Optometry 35 

PuWic   Utilities 27 

Shoes 29 

Tobaccos 26,   35 

Women's  Wear  26,  28,  35 


//  you  don't  have  the  January  issue  on  file,  order  now! 


FEBRUARY,      1941 


43 


EDITORIAL 


NEW   reader  from  Canada  wrote  for   a  radio  program  sug- 
gestion. 

We  sent  him  an  interesting  story  that  appeared  in  our 
December  issue  under  the  heading,  automobiles.  There  is 
nothing  unusual  about  this  procedure,  except  that  this  par- 
ticular reader  happened  to  be  in  the  shoe  business. 

This  action  may  appear  illogical,  especially  because  Radio  Show- 
manship is  classified  by  businesses!  But  let's  delve  a  little  deeper.  We 
have  classified  radio  programs  under  specific  business  headings  for 
only  one  reason :  To  describe  conveniently  how  a  program  has  been 
used  in  a  certain  selling  area;  not  how  it  can  be  used  in  other  mar- 
kets. 

It's  true,  there  are  certain  programs  that  are  designed  for  cer- 
tain businesses,  and  for  no  others.  For  example,  the  Farmer's  Hour 
(reviewed  on  page  65).  It's  a  market  report  show  and  would  be  com- 
mercially worthless  if  sponsored  by  anyone  but  a  dealer  in  farm  sup- 
plies. 

Good  programs  that  knit  the  show  idea  and  the  product  into  one 
complete  unit  are  the  exception. 

Entertainment  value  must  be  taken  into  account.  Although  en- 
tertainment can  be  classified  into  sex  or  age  divisions,  seldom,  if  ever, 
can  it  be  rigidly  confined  to  one  business  category.  Good  entertain- 
ment can  sell  gasoline  as  well  as  tooth  paste,  pancakes  as  well  as 
women's  hats. 

The  important  point  to  remember:  To  get  the  most  out  of  Radio 
Showmanship,  don't  pass  up  a  program  or  a  promotion  idea  simply 
because  it's  review^ed  under  the  heading  bakeries  when  you  happen 
to  be  in  the  dairy  business ! 


44  RADIO     SHOWMANSHIP 


toi*?^'*^' 


\\^^ 


V^O"^- 


CONTENTS 

FEBRUARY    1941 

VOL.  2  NO.  2 


Publisher 
Don  Paul  Nathanson 

Editor 
S.  H.  Kaufman 

Associate  Editor 
Norman  V.  Carlisle 


Research   D 

irector 

G.     M.     OSMAN 

Business  Manager 

William  A. 

HUSER 

Editorial  Advisory  Board 

Herbert  Pettey 

New  York 

Ralph  Atlass 

Chicapo 

William  Dolph 

Washington 

Henry  Johnston 

Birmingham 

Glenn  Snyder 

Chicago 

Philip  Lasky 

San  Francisco 

Roger   Clipp 

Philadelphia 

GusTAV  Flexner 

Louisville 

Maurice  M.  Chait 

Peoria 

J.  Hudson  Huffard 

Bluefield.   Va. 

J.  Harold  Ryan 

Toledo 

Lorenzo  Richards 

Ogden,   Utah 

Frank  J.  Ryan 

Kalamazoo 

Published  by  Showmanship  Publi- 
cations, Minneapolis,  Minn.  Subscrip- 
tion rate:  $2.50  a  year,  25c  a  copy. 
Address  editorial  correspondence  to 
Showmanship  Building,  Eleventh  at 
Glenwood,  Minneapolis,  Minn.  Tele- 
phone:  Bridgeport  6228. 

Copyright  1941,  by  Showmanship 
Publications,  publishers  of  Radio 
Showmanship, 


Editorial 44 


Nothing  New  Under  the   Sun 47 

Frank  J.   Ryan 

The  president  of  the  Kalamazoo  (Mich.) 
Laundry  Co.  played  a  hunch  and  rebuilt 
his  business  into  a  profit  winner! 


Grocery  Sales  Thru  the  Air 50 

A.  Wesley  Newby 

.  The  president  of  a  dynamic  Chicago  ad- 
vertising agency  describes  how  the  Inde- 
pendent Grocers  of  Chicago  met  the 
challenge  of  the  large  grocery  chains. 


Made   to   Measure   Coverage 
Roger  W.  Clipp 


53 


The  general  manager  of  Radio  Station 
WFIL  and  the  Quaker  Network  dis- 
cusses a  plan  of  radio  advertising  for  the 
"in-between"  businessman. 


Returns:   Almost  a  Million 54 

Paul    Helltnan 

Sportcasts  should  be  merchandised. 
Here's  the  interesting  account  of  one 
that  was,  and  how! 


(Continued  on  next  page) 


FEBRUARY,     1  94 


45 


1 


Stella,  Screen  Stars,  Sales 56 

An   RS  Air  Analysis 

Versatile  Stella  Unger  brings  local  busi- 
nessmen an  on-the-spot  program  of 
Hollywood  Headliners. 

Bangor  Business  Builder 58 

An   RS  Air  Analysis 

The  timely  story  of  the  house  that  radio 
built,  sponsored  by  eight  Bangor,  Maine, 
building  companies. 

Showmanship   in   Action 64 

A  collection  of  those  extra  promotions 
and  merchandising  ideas  that  lift  a  pro- 
gram out  of  the  ordinary. 

Showmanscoops 68 

Photographic  review  of  merchandising 
stunts,  and  the  personalities  behind  them. 

What  the  Program  Did  for  Me 70 

This  is  the  businessman's  own  depart- 
ment. Here,  the  radio  advertisers  of  the 
nation  exchange  results  and  reactions  of 
radio  programs  for  their  mutual  benefit. 

Proof  O'  the  Pudding 71 

Results  from  radio  programs,  based  on 
sales,  niails,  surveys,  long  runs  and  the 
growth  of  the  business  itself. 

Yours  for  the  Asking 71 

A  listing  of  sample  scripts  and  transcrip- 
tion availabilities  on  programs  reviewed 
in  this  and  preceding  issues. 

Special    Promotion 75 

Short  radio  promotions  that  run  but  a 
day,  a  week,  or  a  month  yet  leave  an  im- 
pression that  lasts  the  year  around. 

Johnny  On  the  Spot 76 

If  you  use  spot  announcements,  you'll  be 
interested  in  the  news,  reviews  and  tips 
in  this  department. 

Trends 78 

A  rating  of  program  patterns  based  on  a 
special  and  continuous  survey  of  out- 
standing, locally-sponsored  radio  pro- 
grams throughout  the  country. 


THE  READERS 
WRITE 

NEW  SLANT 


For  years  we  have  been  looking  for  a  book 
or  bulletin  that  would  serve  as  a  guide,  or 
clearing  house,  of  ideas,  suggestions,  and 
sales  helps  suitable  for  our  radio  programs 
and  announcements.  Radio  Showmanship 
fills  a  definite  need  for  information  of  this 
kind. 

While  we  have  been  on  station  WSPD 
(Toledo,  Ohio)  as  a  consistent  advertiser  for 
over  twelve  years,  starting  in  a  small  way 
and  building  up  to  our  present  program  of 
six  announcements  a  day,  (a  record  that 
speaks  for  itself!)  we  are  always  on  the 
lookout  for  a  new  slant  in  radio  advertising 
for  our  retail  department,  as  the  bulk  of  our 
advertising  appropriation  goes  to  this  me-, 
dium. 

John  B.  Carson 
Advertising  Director 
National  School  of  Meat  Cutting,  Inc. 
Toledo,  Ohio 


COFFEE  QUERY 


I  was  very  much  interested  in  the  article 
on  page  12  of  Radio  Showmanship,  in  the 
January  issue.  I  wonder  if  you  could  send 
me  a  sample  of  one  of  the  blackboards  dis- 
tributed by  the  Atwood  Coffee  Company 
in  the  Twin  Cities. 

G.  W.  Freeman 

Secretary 

Marschalk   &'  Pratt,  Inc. 
(Marketing  and  Advertising  Service) 
New  York,  N.  Y. 


(The  samples  are  on  their  way,  and  t€ 
anyone  else  interested,  they  are  yours  for  the 
asking  .  .  .   Ed.) 


46 


RADIO     SHOWM  ANSH  I 


othing' 
Under  Tlie 


By  FRANK  J.  RYAN,  President, 
Kalamazoo  (Mich.)  Laundry  Co. 


FEBRUARY,     1941 


There's  nothing  new  in  business.  Every- 
thing goes  back  to  the  old,  homely  logic  of  50 
years  ago;  good  sound  common  sense  that 
built  many  of  our  great  American  businesses 
of  today.  My  father  used  the  same  principles 
of  merchandising  to  build  this  laundry  busi- 
ness as  I  am  using  today.  The  difference  lies 
not  in  methods,  but  in  mediums. 

Back  in  1932,  I  put  The  Kalamazoo 
Laundry  Company  on  the  air  for  the  first 
time.  My  reason  for  doing  it  would  shock 
many  a  modern  advertising  expert  clear  out 
of  his  upholstered  swivel  chair.  So  prepare 
yourself.  For  mine  was  not  a  hifalutin'  rea- 
son, but  just  a  common  ordinary  hunch,  tied 
up,  of  course,  with  a  friendly  gesture. 

About  10  years  ago,  a  friend  of  mine,  John 
Fetzer,  started  a  radio  station  here  in  Kala- 
mazoo. I  believe  I  saw  the  future  of  radio  in 
those  days  (at  least  I  like  to  think  I  did), 
although  to  tell  the  truth  I  wasn't  sold  on 
small  local  programs.  I  felt,  like  many  anoth- 
er businessman,  that  radio  was   a  productive 


47 


Cigar-smoking,  sports- 
loving,  civic-minded 
Frank  John  Ryan  took 
over    the   reins    of   his 
Kalamazoo  Laundry 
business   from    his   fa- 
ther   some     15    years 
ago.   JVith   the  aid  of 
smart    promotions     in 
three  different   media, 
he  has  since  propelled 
the    40    year-old    establishment    into    the 
No.  2  spot  in  the  state  of  Michigan  (sec- 
ond largest  volu?neJ. 

Laundryman  Ryan  will  go  anywhere, 
anytime,  any  place,  for  a  good  sports 
event,  has  missed  no  major  athletic  hap- 
pening in  the  past  10  years.  His  sole  hob- 
by: Saving  the  stubs  of  the  admission 
ducats  he  has  bought  and  used.  Each  is 
dated,  carefully  filed  in  the  lower  left- 
hand  drawer  of  his  desk,  along  with  stubs 
ranging  from  the  Dempsey-Firpo  battle 
of  '25  to  the  All-Star  games  of  '30  to  '40 
inclusive.  Sports-follower  Ryan  is  also  a 
member  of  some  11  civic  organizations, 
on  the  Board  of  Directors  of  the  Kala- 
mazoo C.  ^  C,  treasurer  of  the  Com- 
munity Chest.  In  the  national  field,  he  is 
equally  as  prominent;  he  is  president  of 
the  Miraclean  Institute,  a  member  of  the 
board  of  the  American  Institute  of  Laun- 
dering, and  is  proud  as  a  peacock  of  his 
personal  friendship  with  hundreds  of  dry 
cleaners  and  laundrymen  whom  he  has 
visited  and  confabbed  with  in  many  a 
coast-to-coast  jaunt. 

Mr.  Ryan  is  married,  has  one  14  year- 
old  son  at  LaSalle  Military  academy 
(whom  he's  grooming  for  a  halfback  post 
on  some  major  college  team  in  '45). 


enough  medium   for  the  big  fellow,  but  not 
much  for  the  smaller  merchant. 

And  then  in  1932  our  business  hit  an  all- 
time  low.  The  years  1929  to  1932  had  taken 
their  toll  in  volume;  a  70%  drop  left  me 
breathless  and  searching  for  new  ways  and 
means  of  rejuvenating  it.  John  Fetzer  had 
been  in  my  office  many  times  with  the  story 
of  radio,  what  it  could  do  for  me  if  I  gave  it 
a  trial.  So  at  that  moment  I  made  up  my 
mind,  picked  up  the  phone  and  called  John. 

That  started  it,  and  I've  been  on  the  air 
ever  since.  Looking  back  over  the  figures,   I 


wasn't  a  bit  surprised  to  find  that  the  first 
year  in  radio  we  spent  only  5%  of  our  total 
advertising  appropriation  on  radio;  80%  of 
our  money  went  into  newspaper  advertising, 
the  rest  in  outdoor  boards.  Today,  radio  and 
newspaper  ads  take  a  fifty-fifty  cut  of  our  ad- 
vertising money,  that  is  about  $3,000  allocated 
for  each;  the  remainder  goes  into  outdoor 
display  signs  and  memorandum  advertising 
such  as  calendars,  matches,  etc. 

Before  I  go  into  an  explanation  of  what  we 
used  on  the  air,  and  how  we  merchandised 
our  programs,  let  me  give  you  a  result  figure: 
This  year  our  business,  in  dollars  and  cents, 
will  be  up  to  our  1929  volume ;  and  our  aver- 
age prices  are  32%  lower  than  they  were  11 
years  ago!  A  comeback  like  that  can  be  at- 
tributed only  to  one  thing  (after  deducting, 
of  course,  the  essentials  of  any  business,  such 
as  prompt  service,  expert  work,  etc.)  and  that 
is  proper  advertising  methods!  < 

Now  let  me  tell  you  something  about  our 
business  setup  in  Kalamazoo.  Our  town  has 
a  population  of  about  55,000.  With  the  sur- 
rounding population  included,  all  within  a 
radius  of  two  and  one-half  miles,  the  figure 
runs  around  78,000.  But  the  Kalamazoo 
Laundry  Company  services  31  other  towns 
besides  Kalamazoo;  towns  like  South  Haven, 
Three  Rivers,  Bangor  and  Galesburg,  all 
ranging  in  individual  population  from  200  to 
6,000.  In  these  towns,  we  have  service  sta- 
tions where  customers  can  leave  their  bundles. 
Thus,  our  prospective  customers  are  scattered 
around  and  about  us  in  a  circle  of,  roughly, 
one  hundred  miles. 

That  sort  of  widespread  customer  location 
can  be  covered  completely  only  by  radio! 

We've  had  a  good  many  different  types  of 
programs  on  the  air  since  1932,  so  I'm  going 
to  tell  you  about  our  present  schedule  in 
general  and  about  one  particular  program  in 
it. 

Ten  months  ago,  I  attended  a  laundry  con- 
vention in  Chicago.  Sitting  in  the  lounge  one 
evening,  I  mentioned  to  a  few  of  the  men 
present  that  I  intended  to  start  a  diaper  serv- 
ice when  I  got  back  home.  Some  of  them 
bushed,  others  seriously  warned  me  that  it 
wasn't  a  profitable  department  to  have  and 
illustrated  their  advice  with  examples  of  the 
difficulties  they  had  encountered  in  their  own 
towns.  But  I  guess  I'm  just  a  stubborn  Irish- 
man. So  when  I  returned  to  Kalamazoo,  I 
instituted   a  diaper  service! 

Knowing  that  the  new  service  would  need 
some  backing,  I  went  into  a  huddle  with  John 
O'Harrow,  WKZO's  salesmanager,   and  we 


48 


RADIO     SHOWMANSHIP 


came  up  with  a  show  called  Rock-a-bye  Lady. 
We  called  in  a  young  lady  by  the  name  of 
Margaret  Hootman  (Kalamazoo  College) 
and  put  her  on  the  air. 

Her  stock  in  trade  are  the  week's  birth 
announcements.  Congratulations  are  extended 
to  the  parents,  and  the  infants'  names  pro- 
claimed. 

Rock-a-bye  Lady  is  now  in  its  thirty-fourth 
week  on  the  air.  Our  diaper  service  is  not  the 
most  profitable  branch  of  our  business,  but 
it's  not  losing  money  either;  within  a  year  I'm 
confident  that  it  will  prove  a  marked  addition 
to  the  all-around  service  we  offer.  The  only 
assistance  we  gave  the  program  was  to  in- 
clude the  name  of  it  along  with  the  station 
and  the  time  it  was  on  the  air  in  our  news- 
paper advertisements.  But  whatever  growth 
our  diaper  service  may  have  will  be  due  en- 
tirely to  the  radio  program. 

But  Rock-a-bye  Lady  was  merely  an  addi- 
tion to  our  regular  radio  schedule.  For  over 
a  year  now,  ever  since  I  finally  got  around 
to  noticing  the  importance  of  newscasts  and 
what  a  flock  of  listeners  (and  customers) 
they  attracted,  we  have  been  sponsoring  the 
one  o'clock  news  period  on  Mondays,  Tues- 
days, Thursdays  and  Fridays.  (With  Rock-a- 
bye  Lady  on  the  air  Wednesday  morning,  that 
schedule  gives  us  a  full  five-day  week  of 
broadcasts.) 

Do  our  programs  have  listeners?  Are  we 
getting  our  money's  worth  on  the  air?  I  had 
often  asked  myself  these  questions.  Sure,  busi- 
ness was  up,  but  could  I  honestly  point  to 
radio  and  say,  "Mister,  that's  what  did  it?" 

We  have  had  any  number  of  good  shows 
on  the  air,  daytime  and  nighttime.  One  of 
them  was  Ida  Bailey  Allen,  the  home  eco- 
nomics expert's  program  (via  transcription) 
for  26  weeks.  Add  to  that,  the  fact  that  I 
know  small  town  listeners  are  more  critical 
of  radio  presentations,  as  a  whole,  than  resi- 


dents of  larger  cities.  (That's  one  of  my  pet 
theories  and  is  based  on  personal  observation. 
Small-towners,  for  example,  travel  three 
times  as  much  as  residents  in  bigger  towns, 
are  looking  toward  the  larger  centers  con- 
stantly. Everything  they  see  or  hear  is  compared 
to  their  own  standards  of  taste  and  living.) 
I  felt  that  perhaps  a  survey  would  give  me 
a  fair  indication  of  just  how  many  people 
heard  or  listened  to  The  Kalamazoo  Laun- 
dry message  on  the  air.  We  conducted  a  tele- 
phone survey   (non-coincidental). 

We  learned  that  46%  of  the  people  called 
had  heard  or  knew  of  The  Kalamazoo 
Laundry  program! 

We've  since  conducted  two  other  surveys. 
In  each,  we  found  that  by  the  standards  of 
our  own  community,  we  were  putting  good 
programs  on  the  air,  and  that  our  customers 
and  prospects  were  listening! 

You  know,  the  progressive  businessman  is 
easy  enough  to  convince.  That's  why  he  is 
called  progressive,  and  it's  two-to-one  his 
place  of  business  (and  his  books)  show  it.  But 
it's  the  fellow  who  sticks  his  head  in  the  sand 
and  yells,  "Business  is  bad,"  that's  tough  to 
convince.  In  the  first  place,  a  man  can't  see 
if  he  doesn't  look;  in  the  second  place,  even 
after  you  get  him  to  look,  he  may  have  one 
eye  shut. 

We  were  the  first  in  the  U.  S.  to  go  into 
the  rural  laundry  business ;  we  now  operate 
28  trucks  and  just  can't  afford  to  miss  any 
bets.  Radio  came  along  and  looked  like  a 
good  bet ;  I  put  my  money  on  it. 

Sure,  we've  had  a  few  stumbles.  But  it 
wasn't  the  fault  of  radio,  any  more  than  it 
was  the  fault  of  the  receiving  set.  We  just 
picked  the  wrong  kind  of  a  program  and  put 
it  on  the  air  at  the  wrong  time.  Plan  the 
right  program  for  you — and  you'll  get  busi- 
ness  from  radio! 


FEBRUARY,      1941 


49 


rocery  Sales  Thru  the  Air 


By  A.  WESLEY  NEWBY,  President  Newhy,  Peron  &  Flitcraft, 
Advertising  Agents  for  the  Independent  Grocers  of  Chicago 


About  two  years  ago, 
a  small  grocer  in  Chi- 
cago made  this  plea  to 
Sidney  M.  Libit,  sec- 
retary and  treasurer 
of  the  Associated 
Grocery  Industries 
Council:  "Why  not 
give  us  something  to 
offset  the  radio  pro- 
motions of  the  large  grocery  chain  stores?" 
The  plea  was  made  to  the  right  man.  It 
brought  home  to  Mr.  Libit  the  independent 
grocers'  tremendous  need  for  a  weapon  suf- 
ficiently powerful  to  overcome  the  challenge 
of  the  chain  stores. 

It  was  hard  work  to  find  such  a  weapon, 
requiring  plenty  of  imagination,  resourceful- 
ness, and  cooperation  from  the  wholesale 
houses.  After  almost  twelve  months  of  labor, 
the  complete  plan  was  ready  to  be  launched. 
It  called  upon  the  independent  grocers  to  con- 
solidate their  efforts  and  to  present  a  united 
front.  The  idea  was  worked  out  during  the 
course  of  innumerable  mass  meetings  with  the 
retailers  and  wholesalers. 

The  result  was  that  14  of  Chicago's  lead- 
ing wholesale  food  houses  pledged  their 
wholehearted  support.  1,253  independent  groc- 


ers signed  on  the  dotted  line.  The  name  de- 
signed for  these  stores  was  Your  Friendly 
Grocer.  The  stores  were  to  be  distinguish- 
able by  a  red,  white,  and  blue  decalcomania 
emblem. 

Opening  gun  was  fired  last  September  30 
with  a  15-minute  radio  show  on  station 
WAAF,  Monday,  Wednesday,  and  Friday, 
10:00  to  10:15  A.M.;  and  on  WBBM,  Tues- 
day, Thursday,  and  Saturday,  8:45  to  9:00 
A.M.  The  big  feature  of  the  show  was  the 
Friendly  Grocer's  Collecto  contest  featur- 
ing a  greater  number  of  prizes  than  had  ever 
before  been  given  away  within  so  small  an 
area. 

There  were  three  grand  prizes:  the  first, 
a  14-day  all-expense  Happiness  Tour  to 
Mexico  worth  $189.50;  the  second,  a  Ran- 
dolph Model  Roper  Range  with  a  new 
stagger  top  worth  $149.50;  the  third,  a  1941 
Console  Model  Zenith  Combination 
Radio  with  an  automatic  record  changer 
worth  $129.50.  In  addition,  over  12,000  bags 
of  groceries  were  awarded,  each  containing 
twelve  pounds  of  worthwhile  food  products 
and  merchandise. 

Key  to  success  in  the  distribution  of  these 
grocery  bags  was  the  fact  that  every  Friend- 
ly Grocer  store  gave  away  ten  prizes  to  cus- 


50 


RADIO      SHOWMANSHIP 


tomers  of  his  own  store.  This  had  the  psy- 
chological effect  of  bringing  the  contest  very 
close  to  the  home  of  practically  every  listener 
on  the  air. 

The  Friendly  Grocer  stores  were  sup- 
plied with  uniform  decorations,  primarily 
window  banners  and  placards.  After  each 
month's  contest,  every  store  was  given  a  spe- 
cial window  poster  listing  the  ten  winners  of 
that  store.  This  had  tremendous  local  inter- 
est-value. 

One  of  the  most  important  tie-ups  was  the 
publishing  of  Friendly  News,  a  four-page 
tabloid  size  weekly,  which  contains  features, 
articles,  news  items  of  interest  to  the  house- 
wife, full  details  and  rules  of  the  Collecto 
contest.  Space  in  this  publication  was  sold  to 
national  advertisers.  A  place  was  provided 
on  the  front  page  at  the  bottom,  right-hand 
corner  for  the  grocer  to  stamp  his  own  name 
and  address.  Every  store  was  supplied  with 
500  copies  each  week  and  2,000  Collecto  cou- 
pons. 

The  contest  itself  is  being  promoted  on  the 
basis  of  its  extreme  simplicity.  All  the  house- 
wife has  to  do  is  save  the  Collecto  coupons 
her  neighborhood  Friendly  Grocer  gives 
her.  She  receives  one  coupon  every  time  she 
shops  at  his  store  and  an  extra  coupon  for 
every  package  she  purchases  of  nationally- 
advertised  items  listed  in  Friendly  News  or 
on  the  placards  in  each  grocer's  store.  Those 
women  accumulating  the  largest  number  of 
coupons  are  awarded  prizes.  Three  major 
awards  and  over  12,000  bags  of  prize  groc- 
eries are  given  away  every  month. 

During  the  first  month  of  the  contest,  12,- 
000,000  coupons  were  distributed.  Approxi- 
mately 50%  of  them  were  turned  back  to  the 
grocers  by  over  75,000  contestants. 

Taking  into  consideration  the  difficulty  of 


FEBRUARY,     1941 


lll(^iilill^lllllpiii 

:||i;jH|^|i||illlii||li^^^^ 

liplillipi|i|j^llllli^ 

||||||i|||i|jp|  vv*-^  ■: 


attempting  to  unite  a  great  number  of  indi- 
vidual, independent  grocers,  and  the  response 
to  this  promotion,  the  results  have  been  ex- 
tremely gratifying.  Letters  have  been  received 
from  many  grocers  stating  that  their  business 
has  picked  up  as  much  as  20%  even  before 
the  en4  of  the  first  month  of  the  contest. 

Approval  in  the  grocery  field  has  been  so 
great  that  the  radio  stations  have  received 
many  inquiries  from  grocery  stores,  who  are 
not  participating,  to  find  out  how  they  can 
join  the  program.  Considerable  interest  has 
been  shown  by  the  general  public;  many 
housewives  have  actually  paid  a  visit  to  the 
headquarters  of  the  association,  and  many 
complimentary  letters  have  been  received. 

Each  grocer  signs  up  for  a  period  of  13 
weeks.  No  additional  enrollments  are  ac- 
cepted during  the  period.  To  weed  out  all 
but  the  liveliest  stores,  that  is,  those  who  have 
entered  wholeheartedly  into  the  promotion, 
fieldmen  are  busy  checking  up  on  all  partici- 
pating Friendly  Grocer  stores  and  grading 
them  on  their  general  interest  and  coopera- 
tion. 

Each  store's  rating  is  based  on  the  follow- 
ing points:  Proper  and  prominent  display  of 
window  banners,  placards,  decalcomania,  and 
other  interior  store  promotions.  For  example, 
the  Friendly  News  should  be  displayed  prom- 
inently on  the  counter,  and  the  Collecto  cou- 
pons should  be  properly  distributed. 

At  any  time,  a  Friendly  Grocer  may  call 
up  headquarters  to  ascertain  his  grading.  A 
fieldman  visits  each  grocer  twice  a  month.  By 
making  the  new  enrollment  more  selective, 
the  next  13  weeks  finds  the  Friendly  Groc- 
er's program  obtaining  even  better  results 
than  during  the  initial  period. 

This  is  the  first  real  promotion  by  the  in- 
dependent grocer  where  he  has  attempted  to 
employ  the  same  modern,  streamlined  weap- 
ons that  the  chain  stores  use  to  pull  in  busi- 
ness. The  program  has  attracted  attention  far 
and  wide  in  the  grocery  field.  Inquiries  are 
coming  in  from  other  cities  on  how  independ- 
ent grocers  can  put  this  promotion  over  in 
their  sales  area. 


^    By  ROGER  W.  CLIPP, 
1     General  Manager  WFIL 


and  the  Quaker  Network 


In  between  the  strictly  local  and 
the  coast-to-coast  network  adver- 
tisers lies  a  group  of  merchants 
and  manufacturers  who  cannot 
waste  money  on  coverage  where 
they  have  no  distribution.  Neither 
can  they  afford  to  build,  on  a  lo- 
cal station  in  each  market  they 
cover,  an  individual  program  good 
enough  to  compliment  the  prod- 
uct. For  these  in-betweeners,  the 
answer  lies  in  a  good  regional 
network  that  can  give  them  cov- 
erage in  selected  areas  where  dis- 
tribution is  sufficient  to  warrant 
the  additional  promotion. 

Throughout  the  United  States, 
there  are  many  such  networks, 
some  of  them  producing  shows 
and  results  on  a  par  with  the 
chains.  Just  to  mention  a  few, 
there  are  the  Michigan  Radio 
Network  with  its  key  station 
WXYZ  in  Detroit,  the  Kansas 
State  Network,  with  its  key  sta- 
tion WHB  in  Kansas  City,  the 
Don  Lee  Network  with,  its  key 
station  KHJ  in  Los  Angeles,  the 
West  Virginia  Network  with  its 
key  station  WBLK  in  Clarks- 
burg, and  the  Quaker  Network 
with  its  key  station  WFIL  at 
Philadelphia.  We  have  asked  Mr. 
Roger  Clipp,  general  manager  of 
WFIL  and  the  Quaker  Network, 
to  show  exactly  how  a  regional 
network  works  for  the  advertiser 
who  has  regional  distribution.  .  .  . 
Ed. 


52 


ade  To  Measure  Coverage 


Wee  Willie  Keeler,  baseball  star  of  anoth- 
er generation,  made  himself  famous  for  con- 
sistent base  hits  and  his  self-announced  form- 
ula, "I  hit  'em  where  they  ain't."  What  is 
true  in  baseball  is  not  true  in  advertising.  Es- 
pecially in  radio  advertising,  money  can  be 
wasted  by  "hitting  where  they  ain't." 

That's  where  the  regional  network  comes 
in.  With  a  key  station  equipped  to  produce 
shows,  an  advertiser  can  put  on  a  network- 
quality  program  at  a  minimum  expense.  He 
can  enjoy  the  economies  of  splitting  costs  over 
the  markets  where  he  has  distribution.  He 
can  keep  the  program  under  close  surveillance 
and  can  adapt  the  advertising  message  to  each 
community  in  which  the  program  is  heard. 

Cost  would  be  high  if  you  were  forced  to 
build  a  program  of  network  quality  on  a  sta- 
tion in  each  individual  market.  The  big  ex- 
pense is  talent,  and  you'll  find  the  average 
individual  station  cannot  pay  big  talent  fees. 
$1,200  put  into  talent  each  week  on  the  key 
station  of  a  regional  network  and  divided 
over  fifteen  stations  on  a  per  program  basis 
brings  costs  down  to  figures  that  make  sense. 

Telephone  line  charges  between  each  sta- 
tion also  cease  to  be  too  great  a  factor  when 
lines  are  ordered  thriftily,  and  costs  are 
spread  over  several  shows. 

At  present,  two  national  advertisers  are 
using  the  Quaker  Network,  each  with  a  dif- 
ferent type  of  show.  Fels  and  Company's 
Golden  Bars  of  Melody  is  a  15-minute  song 
and  chatter  program  built  upon  the  person- 
ality of  Rhonna  Lloyd.  The  program  was 
tried  out  for  several  months,  only  on  WFIL, 
Monday,  Wednesday  and  Friday.  After  the 
program  had  become  established  and  its  rat- 
ing continued  to  mount,  six  more  Quaker 
Network  stations  were  added.  The  program 
rating  has  continued  to  climb,  and  the  client 
has  now  extended  the  show  to  five  days  a 
week. 

Of  a  different  type  is  the  General  Bak- 
ing program  for  Bond  Bread,  a  national 
advertiser  with  a  regional  sales  problem. 
Through  Ivey  &  Ellington  Advertising 
Agency,  they  purchased  15  Quaker  Network 
stations  in  four  states  and  the  District  of 
Columbia. 

The  General  Baking  Company  in  the 
Quaker  Network  area  had  been  sponsoring 
a  quarter-hour  of  the  NBC  Breakfast  Club 
on  several  stations.  When   NBC  decided   to 


withdraw  all  sponsors  from  the  Breakfast 
Club,  it  was  suggested  that  the  station  build 
a  Breakfast  Club-type  program  for  Bond 
Bread's  exclusive  use  on  the  Quaker  Net- 
work. WFIL  built  the  show  with  network 
talent.  The  General  Baking  Company 
signed  a  52-week  contract  with  the  Quaker 
Network  for  an  expenditure  in  excess  of 
$200,000.  Though  the  talent  receives  a  gen- 
erous share  of  this  sum,  when  the  client  di- 
vides the  cost  over  the  15  Quaker  Network 
stations,  talent  cost  per  station  is  extremely 
low. 

In  handling  of  commercials,  the  program 
carries  a  definite  flavor  of  Bond  Bakers 
throughout,  but  the  unique  hook  that  appeals 
to  branch  plant  managers  is  the  local  cut- 
in  announcement.  On  long  musical  numbers 
the  program  is  faded  down,  and  the  local 
announcer  comes  in  with  a  commercial  an- 
nouncement peculiarly  adapted  to  the  local 
sales  problem.  These  announcements  are  pre- 
pared by  the  advertising  agency,  which  has 
contacted  the  men  in  the  field.  In  this  man- 
ner, the  Bond  Bakers  have  a  network  cali- 
bre program,  closely  identified  with  the  prod- 
uct they  advertise,  but  flexible  enough  to  be 
bent  to  the  local  sales  problem. 

Another  feature  of  the  regional  show  is 
the  promotion  the  advertiser  is  able  to  put 
behind  it.  Instead  of  enormous  printing  costs 
for  a  number  of  different  local  shows,  he  is 
able  to  bunch  car  card,  poster,  window  card, 
folder,  give-away,  insert,  packaging  and  oth- 
er printing  costs,  simply  imprinting  local  sta- 
tion call  letters.  The  same  is  possible  with 
newspaper  ads  and  copy. 

In  addition  to  covering  the  region  desired 
by  the  advertiser,  the  key  station  furnishes 
the  regional  network  stations  with  publicity 
stories  and  photographs  of  the  members  of 
the  casts  on  network  shows.  This  publicity  is 
followed  up  by  a  special  department,  and  the 
results  are  compiled  for  agency  and  client 
consideration. 

This  special  merchandising-publicity  service 
is  designed  to  make  the  network  a  better  buy 
for  the  regional  advertiser.  An  alert  regional 
network  has  a  very  definite  place  in  the  radio 
industry,  but  the  advertiser  must  be  certain 
that  network  is  constantly  on  its  toes  to  give 
extra  service,  extra  care,  extra  results.  When 
a  regional  network  becomes  just  a  group  of 
stations  linked  by  telephone  wire,  it  falls 
apart  and  fails  to  produce  results. 


eturns:  Almost  a  Million 


Sportcasts  Should  Be  Merchandised,  Writes  PAUL  HELLMAN. 
Here's  the  Interesting  Account  of  Due  That  Was,  and  How 


On  July  2,  1921,  be- 
fore a  cheering  crowd 
of  almost  100,000,  the 
"Manassa  Mauler," 
Jack  Dempsey,  knocked 
out  Georges  Carpen- 
tier  of  France  in  four 
rounds  at  Boyle's  Thir- 
ty Acres  in  Jersey  City. 
It  was  a  great  fight, 
made  greater  still  by 
the  fact  that  Major  J. 
Andrew  White  described,  blow  by  blow,  every 
bit  of  action  to  millions  who  couldn't  afford 
to  pay  $50  for  ringside  seats. 

From  that  early  beginning,  sports  broad- 
casts have  progressed  to  the  point  where  to- 
day they  are  a  regular  feature  on  most  U.  S. 
radio  stations.  Boxing,  baseball,  basketball, 
and  even  badminton  are  being  broadcast  at 
the  very  time  they  actually  happen. 

Throughout  the  country,  hundreds  of  spon- 
sors have  ridden  along  on  the  crest  of  the 
wave  of  public  interest  in  these  "on-the-spot" 
sportcasts.  There  was  a  time  when  all  a  busi- 
nessman had  to  do  was  identify  his  product 
with  the  sports  event  he  sponsored,  and  his 
sales  message  would  be  accepted  readily. 

But  that  doesn't  happen  anymore.  Sports 
shows  today,  despite  their  ever-increasing 
popularity,  must  be  merchandised  like  any 
other  radio  program.  Because  they  occur  less 
frequently,  cost  more,  the  promotions  must 
be  planned  carefully.  For  example,  broadcasts 
of  local  boxing  matches  may  be  held  but  once 
each  month,  but  interest  must  be  , sustained 
day  to  day. 

Good  radio  promotions  of  sports  events  are 
difficult  to  uncover.  I  happened  to  hear  of  one 
that's  worth  relating. 

Last  fall,  the  Worth  Food  Markets  of 
Fort  Worth  were  one  of  four  co-sponsors  of 
the  local,  high  school,  football  games  in  the 
Texas  Interscholastic  League. 

Faced  with  the  problem  of  linking  a  sales 


message  appealing  primarily  to  women  with 
football  appealing  more  to  men  than  to  wom- 
en, ace  KFJZ  sports  announcer  Zack  Hurt 
hit  upon  a  Popular  Players  Poll. 

It  was  simply  an  effort  to  determine  the 
most  popular  young  gridiron  star  in  the 
league,  but  it  became  one  of  the  most  success- 
ful promotions  ever  undertaken  by  any  local 
radio  sponsor,  if  returns  are  any  indication. 
When  the  last  ballot  was  counted,  there  had 
been  close  to  one  million  votes  cast,  but  we 
are  getting  ahead  of  our  story. 

During  the  game,  the  local  listeners  were 
instructed  how  to  vote  for  their  favorite 
player.  They  were  told  to  go  to  their  nearest 
Worth  Food  Store  and  make  a  purchase. 
The  sales  slips  they  received  could  be  used  as 
ballots,  and  they  could  cast  their  votes  by 
writing  the  name  of  the  player  they  preferred 
on  the  reverse  side.  Ballot  boxes  were  placed 
at  checking  stations  in  each  store. 

Only  one  "spot"  announcement  out  of  the 
four  announcements  during  the  football  broad- 
casts was  devoted  to  plugging  the  Popular 
Players  Poll.  No  other  medium  of  advertising 
was  used. 

At  the  completion  of  the  contest,  after  six 
weeks  of  balloting,  it  was  discovered  that  an 
amazing  total  of  934,007  votes  had  been  tab- 
ulated. The  winner  of  the  contest,  Ray  Coul- 
ter, star  end  of  the  Masonic  Home  football 
eleven,  had  received  144,324  votes.  He  was 
awarded  a  beautiful  trophy  as  the  most  popu- 
lar player  of  the  year. 

Most  unusual  fact  of  all:  A  further  care- 
ful check  of  the  votes  revealed  that  the  aver- 
age purchase  made  by  voters  was  $1.84.  Some 
stores  even  reported  an  average  of  $2.42  per 
person. 

In  analyzing  the  Popular  Players  Poll,  one 
finds  that  it  was  not  particularly  difficult  or 
different.  Perhaps,  its  very  simplicity  is  its 
strength.  This  kind  of  promotion  is  easily 
adaptable  to  almost  any  retail  business,  and 
to  any  kind  of  sport.  What's  more  it  works! 


54 


RADIO     SHOWM  ANSH  IP 


^4 


V 


1*-^ 


Homer  Covey,  president  of  the  WORTH  FOOD  MARKETS  in 
Fort  Worth,  is  shown  congratulating  Zack  Hurt  (left),  KFJZ 
sports  commentator,  and  Fred  L.  Edwards  (right),  commercial 
manager  of  KFJZ,  for  the  splendid  results  of  the  popular  foot- 
ball player  contest.  Stacked  on  the  table  in  front  of  the  group 
are  the  sales  slips  which  counted  as  votes — 934,007  of  them.  The 
trophy  on  the  table  was  presented  to  the  Masonic  Home,  whose 
Ray  Coulter  pulled  144,324  votes  to  become  the  most  popular 
player.  Edwards  is  holding  one  of  the  sales  slips  in  his  hand  show- 
ing the  relative  size  of  each  vote  placed. 


FEBRUARY,      1941 


55 


Versatile  Stella  Unge.r  Brings  Local  Businessmen 
An  Dn-the-Spot  Program  of  "Hollywood  Headliners" 


AIR  ANALYSIS 


Ask  the  average  American 
youngster  today,  "What  is 
the  biggest  star  in  the  heav- 


ens 


Ch 


ances     are, 


he'll 


answer  "Mickey  Rooney." 

The  clothes  we  wear,  the 
way  we  comb  our  hair,  even 
the  soap  we  use  to  wash 
our  faces  is  influenced  to  some  degree  by  Holly- 
wood. Eighty-five  million  people  spend  at 
least  two  hours  in  some  theater  each  week, 
and  most  of  them  spend  even  more  time  out- 
side talking  about  the  pictures  they  have  seen. 
The  movies  and  their  glamorous  stars  are 
news!  Is  it  any  wonder  that  radio  programs 
featuring  these  stars  are  among  the  most 
successful  on  the  air? 

In  the  past,  local  businessmen  have  spon- 
sored many  radio  programs  about  screenland's 
pictures  and  personalities,  but  more  often 
than  not,  the  material  used  was  newspaper 
re-hash,  Hollywood  publicity  releases,  or 
press  book  clippings.  The  only  place  to  get  the 
actual,  inside  stories  was  from  Hollywood  it- 
self. Few,  if  any,  businessmen  were  able  to 
afford  a  full-time,  on-the-spot  Hollywood 
radio  reporter. 

The  logical,  economical  solution  was  syn- 
dication, transcribed  movie  news  written,  pro- 
duced right  in  Hollywood  and  sponsored  in 
each  market  throughout  the  country  by  local 
radio  advertisers.  Among  the  first,  and  still 
the  most  successful  of  these  Hollywood  news- 
casters, is  versatile  Stella  Unger. 

Author,  director,  actress — Stella  Unger  is 
well-equipped  for  her  present  radio  work. 
From  the  theater,  where  she  wrote  special 
material  for  Ed  Wynn,  the  Shuberts,  and 
Earl  Carroll,  she  stepped  into  radio,  con- 
ducted many  successful  shows  including  the 
Borden  Dairy  Company's  Special  Edition, 
a  popular  half-hour  afternoon  variety  pro- 
gram. As  one-time  head  of  the  radio  writinj^; 
department  of  the  advertising  agency,  Erwin 
Wasey  &  Co.,  she  created  commercial  copy 
for  such  varied  products  as  cigars,  cold  rem- 
edy, tooth  paste,  and  many  others.  She  also 
developed  the  Springtime  in  Paris  promotion 


for  New  York  department  store,  Saks  34th 
Street. 

Her  present  radio  program,  Hollywood 
Headliners,  is  a  fast-moving,  five-minute,  be- 
hind-the-scene  picture  of  Hollywood.  The 
material  she  uses  is  informative  and  complete- 
ly up-to-date.  Personalities,  success  stories, 
bits  of  human  interest,  sentiment,  and  drama 
are  all  included  in  the  series,  with  petty  gos- 
sip or  keyhole   technique  omitted. 

Made  available  to  radio  advertisers  a  very 
short  time  ago,  the  program  is  now  on  more 
than  forty  stations  from  coast  to  coast.  156 
programs  are  ready,  3  a  week  for  52  weeks. 
Sponsors  include:  New  Method  Laundry — 
WCOL — Columbus,  Ohio;  Broobener's  Fur 
Shop— WBRK— Pittsfield,  Mass.;  Her- 
man's Apparel  Shop — WMFF — Plattsburg, 
N.  Y.;  BiLTMORE  Dairy  Farms— WSOC— 
Charlotte,  N.  C. ;  Tampa  Gas  Co.— WFLA 
— Tampa,  Fla. ;  Todd's  Bakery — CFCF — 
Montreal,  Canada;  Ray  Moore's  Drug 
Store — WGTM — Wilson,  N.  C. ;  Hudson 
Dealer — WBOW — Terre  Haute,  Indiana; 
Farmer's  Cooperative  Dairy — WSJS  — 
Winston  Salem,  N.  C. ;  Girard's  Salad 
Dressing — KGO — San  Francisco,  Calif. 

Most  lavish  in  his  praise  of  the  program  is 
Nlw  Method  Laundry's  general  manager, 
H.  M.  Siebold.  He  writes: 

"We  have  been  delighted  with  the  results 
this  program  has  accomplished  for  us  for  the 
period  of  time  we  have  been  on  the  air  with 
it.  We  feel  sure  that,  combined  with  our  oth- 
er forms  of  advertising,  it  fits,  very  nicely 
into  the  scheme  of  promotive  business.  We 
are  really  very  much  sold  on  it  as  an  adver- 
tising feature." 

Regardless  of  product,  Stella  Unger's 
Hollywood  Headliners  claims  attention! 

HOW  TO  USE  IT! 

No  program  subject  is  better  adapted  to 
intensive  merchandising  than  the  movies.  Pro- 
motions are  practically  unlimited.  At  the  pres- 
ent time,  Stella  Unger  syndicates  a  newsypaper 
column.  Camera  Closeups,  which  should  tie  in 


56 


RADIO     SHOWMANSHIP 


perfectly  with  the  radio  feature.  If  the  col- 
umn is  used  by  one  of  your  local  newspapers, 
get  them  to  call  attention  to  your  program 
at  the  bottom  of  each  column,  and  you,  in 
turn,  mention  the  newspaper. 

A  series  of  seven,  20-second,  dramatized 
announcements  have  been  recorded  which  can 
be  broadcast  prior  to  the  first  program  to 
build  the  listening  audience.  They  are  fur- 
nished to  advertisers  at  no  extra  cost. 

Although  Hollywood  Headl'mers  is  a  five- 
minute  feature  with  ample  time  for  opening 
and  closing  announcements,  a  specially  writ- 
ten script  is  available  for  use  with  music  to 
fill  out  a  full,  well-rounded,  15  minutes. 

AIR  FAX:  Stella  Unger's  Hollywood  Headliners  is 
available  to  only  one  station  in  each  market. 
Number  of  Programs:  156  (3  a  week  for  52  weeks.) 
Publicity  releases,  mats,  photographs,  merchandising 
suggestions  furnished.  The  programs  are  supplied 
eight  to  a  double-faced  record,  which  makes  them  un- 
usually low  in  price.  For  complete  rates,  availabilities, 
details,  write  to  NBC  Radio-Recording  Division,  Na- 
tional Broadcasting  Co.,  RCA  Building,  Radio  City, 
N.  Y. 


COMMENT:  Combine  Hollywood  with  a  prod- 
uct that   appeals  to  women,   and  you  have   a 
good  sales  formula.  For  proof,  ask  the  Lux      /^ 
soap  people ! 


A  feminine  dynamo  who  re- 
fuses to  do  anything  the  way 
other  people  do  it  is  Stella 
Unger.  As  the  Hollywood 
Newsgirl,  she  tells  listeners 
what's  happening  in  the  mov- 
ie capital  and  sells  a  lot  of 
her  sponsors'  products. 


FEBRUARY,      1  94  1 


m- 


ipBi 


mM 


The  Timely  Story  of  the  House  That  Radio  Built, 
Sponsored  hy  Eight  Bangor,  Maine,  Building  Companies 


In  Bangor,  Maine,  a  house  went  up — from 
hole  in  the  ground  to  cellar,  from  foundation 
to  structure,  brick  by  brick,  one  piece  of  lum- 
ber fastened  to  another,  up  to  the  shingled 
roof. 

It  was  not  an  unusual  house.  There  are 
probably  hundreds  of  others  like  it  through- 
out the  country.  Yet,  as  the  house  rose,  so 
followed  the  barometer  of  public  interest. 
Not  only  did  it  attract  its  share  of  "sidewalk 
engineers,"  but  people  came  from  miles 
around  just  to  watch.  They  passed  by  the  big 
$50,000  mansion  that  was  going  up  down  the 
block ;  they  didn't  even  give  a  second  glance 
to  the  half-finished  modern  bungalow  across 
the  street;  all  eyes  were  focused  on  this  house. 

And  here's  why!  Account  executive  Ru- 
dolph O.  Marcoux  of  radio  station  WABI 
got  the  idea  that  in  the  spring  a  radio  pro- 
gram revolving  around  the  building  of  a  house 
would  have  a  natural  appeal,  for  in  the  spring, 
most  people  revive  a  dormant  desire  to  own  a 
home,  or  at  least  to  make  their  old  home  a 
better  place  to  live  in.  Marcoux  went  out  and 
sold  his  idea  to  eight  Bangor  concerns  in,  or 
related  to,  the  building  trade. 

He  called  the  program  The  Homers  at 
Home  and  got  each  of  the  sponsors  to  take 
one  or  more  of  the  half-hour  shows  for  each 
product  he  wanted  to  feature.  They  also 
agreed  to  furnish  the  material  going  into  the 
house  at  cost.  Each  week's  show  carried  one 
long  commercial  in  the  middle,  selling  one 
particular  product,  and  at  the  end  of  the  show 
named  all  of  the  participating  firms  briefly. 

Bangor    residents    were    in    on    the    ground 


58 


RADIO     S  HOWM  ANSH  I  P 


\(f!--o(Mt^ 


'^  SST" .« 


Can  you  visualize  the  effect  of  a  message  liki 
this  from  you  to  your  chents  and  prospects 

'We  have  long  felt  that  you,  a  local  hiisiness 
man,  would  like  to  know  what  others  in  you 
same  field  throughout  the  country  are  doin^ 
in  radio  .  .  .  what  methods  they  are  using  U 
get  sales  through  the  air.  This  magazine  i: 
devoted  to  the  transmission  of  these  ideas 
plans  and  promotions  and  we  have  taken  the 
privilege  of  subscribing  to  it  for  you. 

"We  sincerely  hope  you  will  find  some  of  the 
tried  and  tested  m^erchandising  ideas  se\ 
forth  in  these  pages  adaptable  to  your  busi- 
ness. If  they  give  you  the  spark  of  an  idea, 
let  our  staff  assist  you  in  developing  it  into 
a  sound  radio  advertising  campaign.  Discus- 
sion can  be  had  at  your  convenience.  No 
obligation,  of  course." 


5511  LOCAL  KA9I 


Fifteen  cents  per  copy  sends  this  educational,  sales-stimulating, 
brilliantly  edited  magazine  to  a  selected  list  of  men  in  your  town. 

;  Every  month  your  clients,  your  salesmen's  prospects,  the  advertising 
agencies  in  your  community  will  ha^^e  you  to  thank  for  their  copy  of 
Radio  Showmanship  magazine.  Your  station  insert  (four  pages)  will 
be  bound  into  every  copy  mailed  by  us  to  your  city. 

The  price  (1 5  cents)  covers  cost  of  mailing,  stamps,  wrapping,  address- 
ing, binding  your  insert  into  the  center  of  the  magazine  ...  in  other 
words,  the  magazine  complete  —  delivered  to  whomever  you  wish. 
(The  insert  is  your  own  to  do  with  as  you  please;  you  make  it  up,  you 
print  it,  you  mail  it  to  us.  We  bind  one  into  every  magazine  mailed  to 
your  city.) 

In  addition,  your  salesmen  receive  at  their  home  the  RS  Sellogram 
every  month  ...  a  salesman's  guide  to  better  selling  through  the  pages 
of  Showmanship. 


[  I  The  overwhelming  acceptance  of  Radio  Showmanship  after  only  five 

I  j  months  of  publishing  is  proof  in  itself  of  the  effectiveness  of  the  maga- 
i\  zine.  .  .  .  Your  station  cannot  afford  to  be  without  it!  Because  Radio 
J '  Showmanship  is  exclusive  with  one  station  in  a  town,  why  not  fill  out 
t ;  the  enclosed  self-addressed  postcard  today?  Your  salesmen  will  appre- 
1 :  ciate  this  extra  selling  aid  you  give  them  .  .  .  your  clients  and  prospects 
'  '  will  appreciate  receiving  the  magazine. 

II  On  the  Next  Page  You  Will  Find  a  Partial  List  of   the 
Stations     Already     Using     Radio     Showmanship     Magazine 


THESE  ARS  SOME  OF  THE  STATIONS 
NOW  USING  RADIO  SHOWMANSHIP 


KDYL 

Salt  Lake  City,  Utah 

KMO 

Tacoma,  Washington 


KOA 


Denver,  Colorado 


KROW 


Oakland,  Calif. 


KFJZ 


Fort  Worth,  Texas 


WEBC 


WFBR 


WFIL 


WHB 


Duluth,  Minn. 


Baltimore,  Md. 


Philadelphia,  Pa. 


Kansas  City,  Mo. 


WHK-WCLE 

Cleveland,  Ohio 


WHN 

WIND 

WLAP 


New  York,  N.Y. 

Chicago,  111. 

Lexington,  Ky. 


WTCN 

Minneapolis,  Minn 


KDLR 

Devils  Lake,  N.  D. 

WBLK 

Clarksburg,  W.  Va. 


WXYZ 


WSPD 


WAGA 


Detroit,  Mich. 


Toledo,  Ohio 


Atlanta,  Ga. 


WEMP 


Milwaukee,  Wis. 


WCOP 


Boston,  Mass. 


WCHS 

Charleston,  W.  Va. 

WPAR 

Parkershurg,  W.  Va. 

WSAZ 

Huntington,  W.  Va. 

WOOD-WASH 

Grand  Rapids,  Mich. 

KOL 

Seattle,  Washington 

KFJM 

Grand  Forks,  N.  D. 
KLPM 


KRMC 

Jamestown,  N.  D. 

WWVA 

Wheeling,  W.  Va. 


WLOK 
WHIZ 


Lima,  Ohio 


Zanesville,  Ohio 


WMMN 

Fairmont,  W.  Va. 


WLEU 


Erie,  Pennsylvania 


KTUL 


WGR 


Tulsa,  Oklahoma 


KTSW 


Buffalo,  N.  Y. 


Emporia,  Kansas 


KOMA- 

Oklahoma  City,  OkU. 


WBRC 


Birmingham,  Ala. 


WGRC 


Louisville,  Ky. 


WORC 


KVFD 


Worcester,  Mass. 


Fort  Dodge,  Iowa 


Minot,  N.  D. 

Radio  Showmanship  Magazine  Is  Exclusive  With  One  Station  in  a  City. 
Give  Your  Salesmen  This  Extra  Lift  .  .  . 

Mail  the  Enclosed  Postcard  Today 


The  cast  and  orchestra  that  bring  Bangor  listeners   the   Homers   at  Home. 


floor,  for  week  by  week,  the  program  brought 
the  radio  audience  a  blow-by-blow  account  of 
the  building  of  the  house.  Listeners  were  also 
invited  to  visit  the  scene  and  watch  the  actual 
progress. 

Though  the  house  was  real,  and  the  scenes 
in  the  program  were  Bangor  scenes,  the  story 
of  the  Homers  at  Home  was  entirely  fiction- 
al. Like  many  American  families,  the  Homers 
were  building  a  new  home,  and  all  the  com- 
plications formed  the  plot  of  the  drama. 

In  spite  of  this,  the  story  never  becomes 
"commercial."  The  crises  the  Homers  faced 
were  humorous  rather  than  tragic.  The  char- 
acters were  Ambrose  Homer  and  his  wife; 
the  former,  a  retired  Shakespearian  actor,  and 
the  latter,  a  retired  trainer  of  an  educated 
seal.  The  air  at  their  breakfast  table  bristled 
with  barbed  wisecracks  about  their  artistic 
careers.  There  were  heroes,  heroines,  villains 
— all  the  typical  characters  that  run  rampant 
through  our  daytime  serials.  It  was  radio 
drama  as  the  American  audience  has  learned 
to  like  it,  made  surprisingly  real  by  the  fact 
that  the  house  in  the  script  was  actually  built. 

The  show  ran  1 1  weeks,  half-hourly. 
Proof  of  its  effectiveness:  Last  year  was  the 


FEBRUARY,      1941 


second  year  year  the  idea  was  carried  out,  and 
every  original  sponsor  returned  for  a  second 
time.  This  year  will  be  the  third. 

In  both  years,  the  homes  were  sold  before 
the  program  series  was  completed.  They  cost 
about  $8,000,  with  the  owners  saving  approxi- 
mately $1,000. 

Last  year's  model  home  was  built  accord- 
ing to  the  specifications  of  the  Johns-Man- 
viLLE  "Triple-Insulate"  plans,  has  forced 
air  heating,  fuel  oil,  fireplace  in  the  basement 
for  a  game  room,  many  other  outstanding 
features. 

HOW     YOU     CAN     USE 
A  PROGRAM  LIKE  THIS 

With  the  tremendous  appropriation  set 
aside  for  defense,  the  resultant  higher  wages 
to  skilled  workers,  and  the 
FHA  plan,  this  year  should 
find  America  going  through 
another  of  its  recurrent 
building  booms.  Quick  to 
capitalize  on  the  increased 
demand  will  be  the  busi- 
(Continue  on  next  page) 


AIR  ANALYSIS 


63 


nessmen  in  the  building  trades  who  undertake 
a  radio  project  as  elaborate  and  spectacular 
as  the  Homers  at  Home. 

Essential  for  the  program's  success  is  find- 
ing a  married  couple  who  will  buy  the  home 
that  you  and  other  sponsoring  firms  will 
build.  In  Bangor,  the  Bangor  Loan  and 
Building  Association  not  only  furnished 
a  tip  on  who  was  about  to  build  a  home,  but 
helped  sponsor  the  show  as  well.  The  fact 
that  the  owner  will  receive  his  home  at  the 
cost  of  the  building  materials  makes  selling 
relatively  easy. 

It  is  very  important  that  the  show  receive 
considerable  advance  promotion.  All  of  the 
sponsors'  trucks  should  carry  banners,  and 
their  show-  windows  should  tie  in  with  the 
promotion.  Both  newspaper  advertisements 
and  spot  announcements  should  be  used  for 
at  least  two  weeks  before  the  initial  broad- 
cast. An  elaborate  display  should  be  con- 
structed at  the  site  of  the  house,  calling  atten- 
tion to  the  radio  program. 

In  order  to  test  mail  response,  house  plans 
can  be  offered  to  those  writing  in.  This  give- 
away worked  very  successfully  in  Bangor. 

AIR  FAX:  The  dramatic  serial  was  written  and  pro- 
duced by  Maurice  W.  Dolbier,  performed  by  the 
WABI    players. 

Broadcast  Schedule:  Thursday,  7:00-7:30  P.M.,  for 
1 1   weeks. 

Sponsors:  (Lumber)  William  B.  Lewis  Co.;  (Plumb- 
ing, Heating,  Roofing,  Building  Materials,  Paint, 
Wallpaper)  R.  B.  Dunning  Co.;  (Builder)  Almon 
B.  Stewart;  (Builder's  Hardware)  Haynes  and  Chal- 
mers Co.;  (Furniture)  Bangor  Furniture  Co.;  (Elec- 
tricity) C.  H.  Bobb  and  Co.,  using  Hotpoint  electri- 
cal appliances;  (Modernization  Loans)  Eastern  Trust 
and  Banking  Co.;  (Home  Building  Loans)  Bangor 
Loan  8C  Building  Association. 

SAMPLE  SCRIPT  AVAILABLE 

COMMENT:  It  takes  daring  to  plan  a  pro- 
gram as  elaborate  as  this;  it  takes  work  to 
carry  it  out;  it  takes  show7nanship  to  put  it 
across. 


A  Ghost  of  an  Idea 

may  be  the  beginning  of  a  successful 
sales  campaign.  In  this  issue  there  is 
a  collection  of  some  of  the  best  tried 
and  tested  program  promotions  being 
used  in  the  country  today.  One  of 
them  may  be  adaptable  to  YOUR  busi- 
ness. We  will  be  glad  to  furnish  more 
detailed  information  on  any  of  the 
programs  listed. 


64 


SHOWMANSHIP 
IN  ACTION 


Those    extra   promotions    and    merchandising   stunts 
that  lift  a  program  out  of  the  ordinary. 


Automobiles 

SKY  REPORTER  In  the  December  issue, 
Radio  Showmanship  reviewed  Sky  Reporter, 
p.  153,  and  sponsor  Walter  Irvin,  Inc's. 
comment,  p.  150.  Considerable  interest  has 
been  created  by  the  program,  because  it  is  the 
first  regular  day  in  and  day  out  interview 
program  on  any  transcontinental  air  line. — Ed 

Just  concluded  was  a  letter-writing  contest 
with  listeners  asked  to  write  their  opinions  of 
the  program.  Prizes:  $16.50  spotlight,  five 
dollars  in  cash,  TWA  Stratoliner  ash  tray. 
Current  contest:  "Why  I  Like  the  FoRD  or 
Mercury  Ride  Best."  Twelve  prizes  will  be 
awarded,  the  first  prize,  $35  in  trade  at  any 
men's  or  women's  store  in  Amarillo   (Tex.) 

AIR   FAX:    Each  afternoon  at   5:35,   Sky   Reporter   Earl 
R.    Strandberg,    mike    in    hand,    greets    alighting    not- 
ables.   The    transcribed    program    is    aired    the    same 
evening.     Other     current     contest     prizes:     ^20. 00     in 
trade  at  any   jewelry   store  in   town,    ^15.00   worth  of 
drug    store    supplies,    ^10.00    worth    of    food,    $5.00 
worth   of  tnerchandise  from  store   of  winner's   choice 
sixth  to  twelfth  prizes,   two  and   one  dollars   each. 
Prominent    past    interviewees:    James    Stewart,    Orson 
Welles,    Ray    Milland,    Mary    Pickford,    Don    Wilson 
Rochester,  Gene  Autry,  Richard  Arlen,  Horace  Heidt, 
Lew  Holtz,   Henry  Armstrong,   Caesar  Romero. 
First   Broadcast:    November    1,    1939. 
Broadcast  Schedule:   Daily,   8:00-8:15   P.M. 
Followed  By:  News. 

Competition:    Walter    Winchell     (NBC);    Ford    Sun- 
day  Hour    (CBS). 

Sponsor:  Walter  Irvin,  Inc.    (Ford,  Mercury,  Lincoln 
Zephyr  distributor). 
Station:   KFDA,  Amarillo,  Tex. 
Power:   250  watts. 
Population:  43,132. 
Agency:  McCann-Erickson. 

SAMPLE    COMMERCIALS   AVAILABLE 

COMMENT:  Not  content  to  bask  in  the  glory 
of  a  successful  program  idea,  alert  sponsor 
Walter  Irvin,  Inc.  merchandises  the  Sky 
Reporter  to  the  hilt  with  his  series  of  contests. 
In  using  contests,  it  is  suggested  that  they  be 
extremely  simple  so  that  anyone  can  enter  and 
have  a  fairly  good  chance  of  winning.  It  is 
important  that  the  contest  be  promoted  for  at 


RADIO     SHOWM  ANSH  IP 


. 


least  two  weeks  on  a  daily  program.  If  the 
program  Is  aired  less  frequently,  the  contest 
should  be  continued  proportionally  longer. 


Automobiles  (others) 

SATURDAY  OPEN  HOUSE  Remember  the 
old  time  barber  shop  quartets?  One  often 
wonders  where  they  disappeared  to.  Perhaps 
the  answer  will  be  disclosed  in  a  new  radio 
stunt  conducted  by  the  Chicago  chapter  of  the 
Society  for  the  Preservation  and  Encourage- 
ment of  Barber  Shop  Quartet  Singing  in 
America,  Inc.  It's  all  part  of  the  fun  and  hi- 
larity in  Chicago's  multi-sponsored  Saturday 
Open  House.  Each  Saturday  afternoon,  Chi- 
cagoans  are  invited  to  a  two  and  a  quarter 
hour  star-studded  variety  show.  Current  high 
light  is  the  hotly-contested  attempt  to  deter- 
mine the  best  barber  shop  quartet  in  the  area, 
with  different  local  groups  auditioning  and 
appearing  weekly. 

AIR  FAX:  Other  features  of  the  show  include:  CBS 
orchestra  and  instrumentalists  Rhythm  Rascals;  mag- 
niloquent emcee  Eddie  Dunn,  who  magically  becomes 
Prof.  Anatole  Zilch  and  delivers  lectures  on  musical 
instruments;  Yogi  Yorgesson,  the  "Yenuine  Hindu 
Mystic,"  tormenting  the  piano;  organist  Dave  Bacal, 
songstresses  Fran  Allison,  Dale  Evans;  WBBM  ush- 
er-tenor Lloyd  Webb. 

Broadcast   Schedule:    Saturday,    1:45-4:00    P.M. 
Preceded  By:   Listening  Post    (European   News). 
Followed  By:  The  Story  of  Constance  Worth. 
Competition:   Sports   Edition. 

Sponsor:     Bird    Sykes    Motor    Co.,    Chicago     (Other: 
Agfa    Ansco    Division    of    General    Analine    8C    Film 
Corp.,    Binghamton,    N.   Y.). 
Station:  WBBM,   Chicago,  111. 
Power:    50,000    watts. 
Population:   3,384,556    (1940). 

Agency:   Young   dC   Rubicam,  New  York,  N.  Y.    (For 
Agfa  Ansco ) . 

COMMENT:  Saturday  afternoon  is  an  ideal 
"go  places  and  do  things"  day.  Many  stations 
plan  elaborate  variety  programs  to  lure  a 
large  studio  audience,  have  secured  surprising 
results. 


Electric  Appliances 

THE  JUNIOR  SHOWBOAT  When  new 
sponsor  Electric  Shop,  Inc.  recently  step- 
ped into  the  helm  of  the  decade-old  WHK 
Junior  Showboat,  they  didn't  sit  back,  wait 
for  the  current  to  carry  them  to  profits.  With 

ealous  ambition,  they  set  themselves  the  task 
of  selling  the  public  on  the  program  via  3,000 
letters  to  civic  leaders  (chairmen  of  church 
radio  groups,  officers,  schools,  etc.).  Stress 
these  letters:  the  good  musical  quality  of  the 

how,  the  excellent  opportunity  it  gives  for 
Ipromotion  of  youthful  talent. 

AIR    FAX:    Skipper    Duke    Lidyard    presents    Cleveland 


amateurs    as   though   they   are   part   of   a   professional 

show  aboard  a   river  steamer. 

Broadcast    Schedule:    Saturday,    12:30-1:30    P.M. 

Preceded  By:   Army  Recruiting  Program. 

Followed   By:    Concert   Music. 

Competition:    This    Might   Be    You    (MBS);    Concert 

Music   (NBC). 

Sponsor:    Electric   Shop,   Inc. 

Station:   WHK,  Cleveland,  Ohio. 

Power:    5,000   watts. 

COMMENT:  A  new  sponsor  on  an  old  show 
can  take  advantage  of  an  established  audience, 
but  credit  the  Electric  Shop,  Inc.  with 
going  further  than  this.  They  went  out  and, 
through  promotion,  added  neiu  listeners. 


Farm  Supplies 


THE  FARMERS'  HOUR  Last  month,  Des- 
chutes Grain  &  Feed  Co.  of  Redmond 
(Ore.)  rang  up  a  solid  year  of  radio  broad- 
casting, look  forward  to  another.  They  had 
established  a  regular  listening  audience  with 
daily  presentation  of  the  indispensable  market 
reports. 

But  the  sponsor  was  not  satisfied  to  give 
the  mere  necessities.  Each  Tuesday  and 
Thursday,  they  converted  their  program  into 
a  local  amateur  show  (and  a  pulmotor  of 
good  will!).  Most  important:  Talent  is  gath- 
ered from  the  various  Farm  Granges  of  the 
county. 

AIR  FAX:  Program  opens  with  lively  band  music,  pre- 
sents the  market  reports  from  the  U.  S.  Agricultural 
Marketing  Service,  and  the  United  Press.  Remainder 
of  time  is  devoted  to  reports  from  the  Oregon  Agri- 
cultural College  on  various  farm  problems. 
First  Broadcast:  January  15,  1940. 
Broadcast  Schedule:  Monday  thru  Saturday,  12:45. 
Preceded    By:    News. 

Sponsor:    Deschutes    Grain    8C    Feed    Co.,    Redmond, 
Ore.    (Dealers  in  feeds,  grains,  farm  implements). 
Station:    KBND,    Bend,   Ore. 
Power:    250    watts. 
Population:    8,848. 

COMMENT:  To  the  farmer,  radio  market 
reports  are  the  highest  form  of  public  serv- 
ice. To  the  sponsor  of  these  reports  goes  his 
appreciation.  In  recent  years,  stations  have 
either  sold  out  these  programs  or  refused  to 
sell  at  all.  If  you  have  a  product  that  appeals 
exclusively  to  farmers  and  an  available  mar- 
ket report  show  in  your  town,  you've  got  the 
start   of   a   profit-producing  combination. 


FEBRUARY,      1  941 


65 


Finance 

LIFE  IN  THE  ARMY  Among  the  first  to 
invade  the  army  for  radio  material  is  alert 
sponsor  First  Wisconsin  National  Bank. 
Last  month,  specially  assigned  scouts  turned 
up  at  Camp  Beauregard  (La.),  where  Mil- 
waukee and  Wisconsin  boys  are  stationed. 

Their  job  is  to  record  on  a  15-minute  disc, 
some  eight  or  ten  interviews  twice  weekly 
with  home-town  boys,  plane  them  back  to 
Milwaukee  for  immediate  broadcast.  To  the 
families  are  sent  advance  notices  of  the  time 
their  boys  are  scheduled  to  be  heard. 

Outstanding  good  will  token  given  by  the 
bank  to  the  boys'  parents  is  the  record  of 
their  own  son's  interview. 

Program  promotion:  Three  1x6  newspaper 
ads  in  the  radio  section,  publicity  stories  in 
newspapers,  poster  cards  in  bank  lobbies. 

AIR    FAX:    Virst   Broadcast:    January    23,    1941. 
Broadcast  Schedule:  T-Th.,  6:45-7:00  P.M. 
Preceded   By:    Frazier   Hunt    (CBS). 
Followed    By:    Coffee   Time. 
Sponsor:    First   Wisconsin    National    Bank. 
Station:   WTMJ,  Milwaukee,  Wis. 
Power:   5,000  watts. 
Population:    578,249. 

COMMENT:  Last  month  Radio  Showmanship 
printed  a  letter  received  by  them  from  Ed- 
ward M.  Kirby,  newly  appointed  to  the  Radio 
Division  of  the  United  States  Army.  Mr. 
Kirby  states  regulations  for  the  local  radio 
sponsor  regarding  army  camp  broadcasts.  See 
January  issue,  The  Readers  Write,  p.  38. 


Hardware  (9  others) 

COOKING  SCHOOL  AND  HOME-MAKER'S 
QUIZ  Duluth  (Minn.)  housewives  gather 
each  Monday  night  in  the  commodious  ball- 
room of  the  Spalding  Hotel,  where  ten  busi- 
nesses jointly  sponsor  a  combined  cooking 
school  and  quiz.  Alternated  during  the  course 
of  the  program  are  demonstrations  by  promi- 
nent Northwest  food  authority  Sally  Sandison 
and  a  "Dr.  I.  Q."  type  quiz.  Two  roving  mic- 
rophones zigzag  throughout  the  audience, 
followed  by  a  table  filled  to  the  brim  with 
merchandise  prizes  contributed  by  the  spon- 
sors. 

Program  pulls  some  400  housewives  week- 
ly, satisfied  all  10  sponsors  completely  after 
a  four-program  test  run.  To  plug  the  pro- 
gram, placards  are  placed  in  some  120  Du- 
luth-Superior  busses. 

AIR  FAX:  Quiz  questions  concern  cooking,  etiquette, 
home  economics,  home  problems,  women,  etc.  They 
are  solicited  from  the  radio  audience.  Demonstrator 
Sandison   opens   the  program  with    15    or  20  minutes 


Zigzagging  through  the  audience,  two  announcers 
ask  "easy  as  pie"  food  questions  as  part  of  the 
Home-maker's  Quiz.  Winners  get  a  table-full  of 
prizes.  The  program  is  jointly  sponsored  by  10 
businesses  ranging  from  a  hardware  store  to  a  but- 
ter manufacturer.  It  is  staged  weekly  in  the  Spald- 
ing Hotel  ballroom  in  Duluth,  Minn. 


of  school;  10  or  15  minutes  follow  of  the  first  por- 
tion of  the  quiz.  Same  cycle  repeated  completes  the 
hour  show.  The  Kitchenaires,  musical  quartet,  en- 
tertain. Assistant  Chef  Milo,  comedy  relief  of  the 
program,  gets  his  fingers  intp  every  culinary  and  quiz 
pie. 

First  Broadcast:   December   16,    1940. 
Broadcast  Schedule:    Monday,   7:00-8:00   P.M. 
Preceded  By:    Musical. 

Competition:  Telephone  Hour  (NBC). 
Sponsor:  Daugherty  Hardware  Co.  (Others:  Minn. 
Assn.  of  Butter  Manufacturers,  Duluth  Glass  Block 
Store,  Duluth  Universal  Milling,  Piggly  Wiggly  Store*;, 
Peerless  Laundry,  Klearflax  Rug  Co.,  Northern  Fruit 
Jobbers,  Andresen-Ryan  Coffee  Co.,  Twin  Ports  Co- 
op.   Dairy. ) 

Station:    WDSM,    Superior,    Wis. 
Power:    250    watts. 
Population:    Superior,    36,113;    Duluth,    101,463. 

COMMENT:  Orchids  to  the  cooperative  pro- 
gram with  a  genuine  entertainment  value! 
One  of  radio's  big  problems  is  to  sell  for  a 
large  group  of  sponsors  on  one  program,  at 
same  time  meet  public  standards  of  entertain- 
ment. Length  of  this  cooking  school-quiz  fea- 
ture (one  hour)  lessens  the  strain  of  squeez- 
ing commercials  too  closely  together.  Impor- 
tant added  feature:  Sponsors,  using  their 
products  as  quiz  prizes,  provide  motivation 
for  much  commercial  ad  libbing. 


66 


RADIO     SHOWMANSHIP 


Jewelry 


SKULLCRACKERS  Quiz-king  in  northern 
California  for  the  past  four  years  is  Oak- 
land's Kay  Jewelry  Co.,  who  takes  30  ex- 
plosive minutes  weekly  on  KROW  to  broad- 
cast Skullcrackers.  Formula:  Eminent  emcee 
Scott  Weakley  pits  two  local  organizations 
against  each  other.  Winning  team  appears  on 
subsequent  programs  until  eliminated  by 
another  higher  scoring  organization.  On  each 
program,  to  the  two  highest  personal  scorers, 
irrespective  of  side,  go  sponsor  merchandise 
awards. 

Much  of  the  credit 
for  the  success  of  Skull- 
crackers  is  due  to  off- 
the-air  sessions  of  the 
show,  staged  before  near- 
ly 100  schools,  fraternal 
organizations,  churches, 
and  civic  groups.  Rough 
estimate  of  total  off-the- 
air  audience  is  25,000. 
Audiences  range  from  50  to  8,000  at  one  time. 
(The  largest  group  gathered  at  a  special 
show  in  the  Oakland  Auditorium  during  Fire 
Prevention  Week,  held  under  the  auspices  of 
the  Junior  Chamber  of  Commerce  of  Oak- 
land.) 

During  Kay's  twenty-sixth  anniversary  sale 
last  September  and  October,  almost  the  sole 
sale  plugs  were  via  this  program.  Customer 
crowds  and  resultant  success  of  the  sale  tes- 
tified to  the  program's  pulling  power.  From 
time  to  time  the  program  is  aired  from  local 
theaters,  auditorium  to  satisfy  capacity  audi- 
ences. 

AIR  FAX:  Competing  teams  of  four  have  been  select- 
ed from  business,  industrial,  fraternal,  military,  soc- 
ial, racial,  and  religious  groups.  Approximately  50% 
of  the  teams  last  for  only  one  program;  35%  stick 
for  two  or  three  weeks;  10%  go  five  weeks;  a  bull- 
dog tenacious  5%  hang  up  records  from  seven  to 
twenty  weeks  before  tasting  defeat. 
The  title  theme,  Skullcrackers,  is  carried  out  through- 
out the  program:  Contestants  (figuratively)  "get  their 
skulls  cracked"  whenever  they  flunk  a  question.  Pros- 
ecutor Weakley  employs  a  real  skull  and  an  intri- 
cately arranged  sound  effects  device,  which  produces 
a  hollow,  cracking  sound  when  he  wields  his  mallet. 
To  judge  impartially  _  the  allotted  time  to  answer 
questions,  an  automatic  electric  timing  unit  is  em- 
ployed. 

Broadcast   Schedule:    Thursday,    9:00-9:30    P.M. 
Preceded  By:   Concert  Hall. 
Followed  By:    Hockey. 
Sponsor:   Kay  Jewelry   Co. 
Station:    KROW,    Oakland,    Calif. 
Power:    1,000   watts. 
Population:    284,063. 

COMMENT:  Some  quiz  programs  flourish 
and  others  fade  in  almost  every  U.  S.  radio 
town.  Always  sure  interest-arousers  are  ex- 
tra-promotions, such  as  Skullcrackers'  good 
will  off-the-air  performances. 


Men's  Wear 

MORN  PATROL  Last  April,  Cincinnati's 
go-getter  Bond  Clothes  Store,  regular  15- 
minute  time  buyer  on  WCKY's  Morn  Patrol, 
moved  into  the  Hotel  Gibson  roof  garden  to 
stage  the  "Bond  Clothes  Sports  Parade,"  a 
double  feature  bill  of  sports  bigwigs  and 
spring  styles  for  high  school  and  college  boys. 
Morn  Patrol  daily  announcements  for  one 
week  (the  show's  sole  publicity!)  invited  stu- 
dents to  get  their  tickets  at  Bond's. 

Pandemonium  followed,  as  1,800  students 
(prospective  buyers  of  commencement  cloth- 
ing) sardined  into  Bond's  for  tickets,  met  a 
store-full  of  suit  and  accessory  displays ! 

That  was  the  prelude!  The  actual  party 
was  a  dizzying  mixture  of  an  All-American 
football  player,  American  airlines  pilot,  "no- 
hit"  pitching  star,  and  a  men's  style  show  fea- 
turing clothes  from  Bond's. 

AIR    FAX:    Morn    Patrol    originator    Al    Bland    authors 
all    the   comedy   patter,    chameleonizes    himself   into   a 
blackface  character,    "Mose."   He  is   aided   by   straight 
man    Bernie    Johnson.    Blow    ups    of    Bland,    Johnson, 
and  ''Mose"  are  featured  in  BOND  display  windows. 
Last   summer    "Mose"    pen- 
ned   a    daily    "baseball 
pome,"     copies      of     which 
were    sent    to    fans    request- 
ing them.   Response  ran   in- 
to   thousands.    At    season's 
end.  Bland  printed  in  book 
form    the    "pomes,"    offered 
them    over    the    air    at    cost, 
35    cents.    Within    a    week, 
the  entire  printing  of  5,000 
had    disappeared,    sent    out 
by    mail    or    called    for    at 
the  BOND  store. 
First    Broadcast:    January 
26,    1937. 

Broadcast    Schedule:     Monday    thru    Saturday,     7:00- 
8:00  A.M.    (Bond  time:    7:45-8:00  A.M.). 
Preceded  By:  Hot  Coffee. 
Followed  By:  News  of  Europe    (CBS). 
Competition:   Sun-Up  Salute,  Schoolbus  Special. 
Sponsor:   Bond  Stores,   Inc. 
Station:   WCKY,   Cincinnati,  Ohio. 
Power:    50,000  watts. 
Population:  451,160. 

COMMENT:  There  are  two  ways  to  use 
radio  to  push  a  special  seasonal  promotion. 
Bond's  used  it  the  right  way.  Instead  of 
plunging  into  radio  spasmodically  to  promote 
commencement  clothing  and  other  seasonal 
sales.  Bond's  spent  their  dollars  evenly  on  a 
year-round  program.  When  the  extra-special 
occasion  arose,  they  used  their  regular  pro- 
gram to  pull  in  extra  business. 

So  many  men's  wear  merchants  are  flab- 
bergasted when  radio  salesmen  attempt  to 
sell  time  during  dull  February  or  mid-sum- 
mer. But  the  cumulative  value  of  a  consist- 
ent year-round  campaign  pays  out  dividends 
when  the  "chips  are  down." 


FEBRUARY,      1  941 


67 


SHOWMANSCOOPS 

RADIO   SHOWMANSHIP   welcomes    unusual    photographs    of   merchandising 

stunts   used   to   promote   radio   programs.    One   dollar  will    be   paid    for   pictures 

accepted.    If    you    wish    photographs    returned,    please    include    self-addressed, 

stamped    envelope. 


At  the  blow-by-blow  description 
of  a  special  holiday  boxing  bout, 
prominent  sportsc.ister  John  Dil- 
lon announced  over  station  WFAS 
(White  Plains,  N.  Y.)  the  Cy- 
clone Auto  Supply  Stores'  un- 
usual offer  to  buy  auto  owners' 
licenses  for  them  on  non-profit, 
installment  plan.  For  complete 
review,  see  Showmanship  in  Ac- 
lion,   January    issue,    p.    27. 


Typical  BOND  STORE  dis- 
play window  includes  blow- 
ups of  Bernie  Johnson,  Al 
Bland,  and  "Mose",  sponsor- 
pitchers  on  Cincinnati's  WCKY 
Morn  Patrol.  For  complete 
review  of  Morn  Patrol  and 
BOND'S  successful  spring 
promotion,  see  Showtnanshtp 
in    Action,   p.    67. 


68 


>♦     RADIO     SHOWMANSHIP 


Stepping  into  its  fourth  year  on  KROW, 
(Oakland,  Calif.)  is  Skidlcrackers.  San- 
guine skull  is  "Homer",  who  each  week 
grins  toothily  at  contestants,  but  actual- 
ly, wrong  answers  receive  a  sharp  stroke 
on  an  Oriental  temple  block,  seen  in  the 
extreme  left  of  the  picture,  which  makes 
a  bopping  sound  like  a  knock  on  the 
noggin.  For  complete  review  of  Skull- 
crackers,  see  Showmanship  in  Action,  p. 
67. 


Once  each  year,  sponsor  GUNTHER 
BREWING  CO.  hires  a  mammoth  audi- 
torium to  clear  up  back  requests  for 
tickets  for  Quiz,  of  Two  Cities  broadcasts, 
heard  weekly  on  Baltimore's  (Md.) 
WFBR  and  Washington's  (D.  C.) 
WMAL.  Henry  Hickman  quizzes  the 
Baltimore  contestants. 


KVEC  (San  Luis 
Obispo,  Calif.)  staff 
featherbrains  act  nat- 
ural on  daily,  half- 
hour-long  Boarding 
HoM.<e,  sponsored  joint- 
ly by  seven  sponsors. 
For  complete  review  of 
Boarding  House,  see 
Proof  O'  The  Pudding, 
p.    73. 


FEBRUARY,      1941 


69 


WHAT  THE  PROGRAM  DID  FOR  MEi 


This  is  the  businessman's  own  department.  Radio  advertisers  are  invited  to  exchange 
results  and  reactions  of  radio  programs  for  their  mutual  benefit.  Address  all  letters  to 
What  the  Program  Did  for  Me,  Radio  Showmanship,  11th  at  Glenwood,  Minneapolis,  Minn. 


Amusements 

STRICTLY  SWING  CLUB  'Last  year, 
Lake  Compounce  used  WDRC  exclusively 
on  a  four-time  a  week  program  basis  of  10 
minutes  duration,  sponsoring  Gil  Bayek's 
Strictly  Swing  show. 

"The  decision  was  more  than  justified  by 
an  increase  in  business  of  about  25%.  Gil 
Bayek  has  over  10,000  members  in  his  Strictly 
Swing  Club,  and  these  loyal  'swing  fans'  are 
boosters  of  Lake  Compounce  by  their  actual 
attendance  at  Connecticut's  outstanding  play- 
ground. 

"People  attending  the 
dance  at  Lake  Compounce 
have  told  me  they  came 
from  Mystic,  Norwich, New 
London  and  East  Hamp- 
ton, Conn.;  Holyoke, 
Springfield,  and  Worcester, 
Mass.  etc.  80  to  100  miles 
is  not  uncommon  for  sev- 
eral groups  to  come,  and 
they  all  get  their  feature 
attractions  for  the  coming 
week  by  listening  to  Gil  Bayek's  Strictly 
Swing  program. 

"Naturally,  we're  more  than  pleased  with 
our  results!" 

Julian  Norton 
Advertising  Manager 
Lake   Compounce 
Bristol,  Conn. 

AIR  FAX:  Prior  to  die  time  LAKE  COMPOUNCE 
(featuring  name  bands)  sponsored  Strictly  Swing, 
they  had  limited  their  radio  advertising  to  spots. 
Organization  of  the  club  last  year  brought  LAKE 
COMPOUNCE  the  best  business  in  its  40  years' 
history.  Band  leader,  trumpet  player,  WDRC  an- 
nouncer Gil  Bayek  leads  this  ad  lib-recordings  pro- 
gram. 

To  each  member  of  Strictly  Swing  Club  is  sent  a 
membership  card.  Special  attraction:  Reduced  rate  to 
club  members  to  hear  name  bands  at  Lake  Com- 
pounce. 

Sponsor:    Lake   Compounce,   Bristol,   Conn. 
Station:    WDRC,    Hartford,    Conn. 
Power:   5,000  watts. 
Population:    221,940. 

COMMENT:    Exceptionally    well-adapted    to 
dance   resorts   is   the   radio   swing  club.  The 


program  itself  need  not  be  expensive,  for 
sponsor  can  find  no  more  appealing  entertain- 
ment for  his  audience  than  musical  recording. 
With  a  popular  announcer  and  special  con- 
cessions to  members,  the  club  and  sponsor 
should  go  to  town. 


Department  Stares 


MICKEY  MOUSE  CLUB  "This  program 
has  been  an  outstanding  success  ever  since  its 
start  in  1933.  It  is  handled  through  the  local 
radio  station,  WAPO,  and  our  tie-up  is  en- 
tirely through  spot  announcements,  of  which 
there  are  four  or  five  during  the  half  hour. 
Children  up  to  10  years  of  age  are  invited  to 
take  part  on  the  program,  and  it  is  strictly 
amateur,  with  no  rehearsed  performance. 

"The  program  has  been  instrumental,  we 
are  sure,  in  building  up  our  children's  depart- 
ment, and  the  children  and  their  parents  still 
continue  to  show  a  great  deal  of  interest  in 
it." 

Mrs.  M.  P.  Barry 
Publicity  Director 
Lovemans,  Inc. 
Chattanooga,  Tenn. 

AIR  FAX:  With  the  accent  on  youth,  the  show  invites 
local,  jubilant  juveniles  to  perform,  sets  their  age 
limit  at  10  years.  Presented  each  week  is  a  complete 
variety  show  of  songs,  recitations,  instrumental  solos 
or  groups.  To  "sign  up,"  moppets  telephone  station 
a  week  in  advance, 
describe  their  act. 
First  Broadcast: 
January  8,  1938. 
Broadcast  Schedule: 
Saturday,  10:00- 
10:30  A.M. 
Sponsor:  Love- 
man's,  Inc. 
Station:  WAPO, 
Chattanooga,  Tenn. 
Power:  1,000  watts. 
Population:  119,- 
798. 

COMMENT:    For 

another  review  of 
Mickey  Mouse 
Club,  see  January 
issue,  p.  32. 


70 


RADIO     SHOWMANSH  IP 


YOURS 


for  the  asking 


ADDRESS     RADIO    SHOWMANSHIP 
11th    at    Glenwood,    Mitincapolis,    Minn. 

SAMPLE    SCRIPTS    AVAILABLE 

Automobiles — Mr.     Yes     and     No      (see 

Sept.    issue,    p.    32). 
Bakeries — Musical      Arithmetic      (see     p. 

72). 
Beverages — Gaslights     and     Bustles      (see 

Oct.  issue,  pp.   73,   74). 
Building     Materials — Homers     at     Home 

(see  p.   58). 
Dairy  Products — Junior   Town    (see   Dec. 

issue,  p.   136). 
Dairy  Products — Young  American's  Club 

(see  Nov.  issue,  p.   110). 
Department  Stores — Hardytime  (see  Sept. 

issue,  p.  35). 
Drug     Stores — Five     Years     Ago     Today 

(see  Dec.  issue,  p.   146). 

Electric  Appliances — Listen  and  Win  (see 
Dec.  issue,  p.    151). 

Electric  Appliances — Prof-it  (see  Sept. 
issue,   p.    28;    Oct.   issue,   p.    65). 

Flowers — An  Orchid  to  You  (see  Sept 
issue,   p.    35). 

Fuel — Smoke  Rings  (see  Dec.  issue,  p. 
126). 

Garages   (Others) — Boarding  House   (see 

p.  73). 
Gasoline — Home  Town  Editor    (see  Oct. 

issue,  pp.   73,   74). 

Gasoline — PDQ  Quiz  Court  (see  Dec. 
issue,   p.    134). 

Groceries — Food  Stamp  Quiz  (see  Sept. 
issue,   p.   33). 

Groceries — Imperial  Interlude  (see  Nov. 
issue,   p.    107). 

Groceries — Matrimonial  Market  Basket 
(see  Dec.  issue,  p.    154). 

Groceries  (Wholesale) — Hoxie  Fruit  Re- 
porter   (see  Jan.  issue,  p.   34). 

Groceries  (Wholesale) — Market  Melodies 
(see  Oct.  issue,  pp.   73,   74). 

Groceries  (Wholesale) — Women's  News- 
reel  of  the  Air  (see  Oct.  issue,  p. 
63). 

Laundries — Rock-a-bye  Lady   (see  p.  47). 
Men's     Wear — Juster's     Styles     for     Men 

(see   Sept.    issue,   p.   8). 
Music  Stores — Meet  the  Team    (see  Dec. 

issue,  p.    151). 

Optometry — Good  Morning,  Neighbors 
(see  Jan.  issue,  p.   35). 

Women's  Wear — Melodies  and  Fashions 
(see  Nov.  issue,  p.    112). 

SAMPLE    TRANSCRIPTIONS 

Adventures    in    Christmastree    Grove    (see 

Nov.  issue,  p.  98). 
Betty   and    Bob    (see   Oct.   issue,    p.    53). 

The    Enemy   Within    (see   Jan.    issue,    p. 

18). 

Pinocchio    (see  Sept.  issue,  p.   11). 

Secret    Agent    K-7     (see    Sept.    issue,    p. 

35). 

Stella  Unger    (see  p.  56). 


PROOF  0' THE 
PUDDING 


Results  from  radio  programs,  based 
on  sales,  mails,  surreys,  long  runs, 
the  growth   of  the  business   itself. 


Autamabiles 

SAY  IT  FOR  CASH  April  last,  Philadelphia 
Dodge  and  Plymouth  dealers,  Heinel 
Motors,  jolted  public  attention  with  Say  It 
For  Cash,  soon  found  other  forms  of  adver- 
tising unnecessary.  To  local  quiz  fanciers,  the 
show  means  a  cumulative,  unlimited,  cash 
award ;  to  sponsor,  a  cumulative,  unlimited 
listening  audience. 

Method:  Each  day  at  program's  start, 
emcee  Doug  Arthur  announces  a  "money  sen- 
tence." Then,  during  the  program,  Arthur 
calls  Philadelphians  at  large.  First  person 
called  who  can  repeat  the  "money  sentence" 
gets  the  five-dollar  award.  If  no  one  can  cite 
the  sentence,  sum  is  pyramided  onto  follow- 
ing day's  sum,  etc.,  ad  infinitum. 

Show  furnishes  own  check  of  effectiveness. 
As  more  and  more  people  become  avid  Say 
It  For  Cash  listeners,  the  sum  has  less  and 
less  chance  of  attaining  huge  proportions. 
Highest  amount  ever  reached:  $225  at  the 
start.  Only  once  since  has  it  hit  above  the 
hundred-mark. 

AIR  FAX:   Following  the  trend  to  more  radio  informal- 
ity, emcee  Arthur  ad  libs  even  the  commercials,  tying 
them    in    with    the    phone    calls,    money,    general    pro- 
gram patter.  Recorded  music  is  gap  filler. 
First   Broadcast:    April,    1940. 

Broadcast    Schedule:    Monday    thru    Saturday,    5:15- 
5:45    P.M. 

Preceded  By:   Sports   Cast. 

Competition:    Superman;    Concert    Ensemble. 
Sponsor:   Heinel  Motors    (Dodge,  Plymouth  dealers). 
Station:   WIBG,  Glenside,  Pa. 
Power:    1,000    watts. 

Population:       Suberb       of       Philadelphia — 1,935,086 
(1940). 

COMMENT:  Even  some  of  the  best  programs 
start  out  slowly.  Sponsor  Heinel  Motors 
didn't  frighten  easily  even  when  his  half-hour 
program  had  been  on  the  air  51  times  without 
hitting  a  winner!  He  kept  on  battering  at 
Philadelphia  radios,  adding  more  and  more 
dollar  prizes  each  week,  until  people  sat  up 
and  listened. 


FEBRUARY,      1941 


71 


Bakeries 

MUSICAL  ARITHMETIC  Soon  after  spon- 
sor Bart's  Bakery  dressed  arithmetic  into 
an  enticing  game,  put  it  on  the  air,  WSAV 
telephones  began  to  ring.  All  the  participants 
had  to  do  to  win  baskets  of  groceries  was  to 
phone  the  radio  sta- 
tion immediately 
with  the  answers  to 
simple  arithmetic 
problems. 

Calls  so  taxed  Sa- 
vannah telephone 
facilities  that  the 
phone  company  re- 
quired installation 
of  additional  tele- 
phones.   Even    the 

men  (in  mid-morning!)  liked  this  simple  way 
to  win  groceries!  Sponsor  and  station  soon 
had  to  make  the  request:   For  women  only! 


AIR   FAX:    A   hark   back   to   school    days   is   this   thrice- 
weekly    air    arithmetic    class,     where    the    emcee    asks 
simple   problems,    and    the    ''students"    phone  the   cor- 
rect  solution.    You   can't  eat   a   good    report   card,    so 
the     first    two    to    phone    the    right    answers     are     re- 
warded   with    baskets    of    groceries    from    any    grocer 
they   may   choose. 
First  Broadcast:   June  24,    1940. 
Broadcast    Schedule:     M-W-F,     (mid-morning). 
Preceded    By:    The    Gospel    Singer    (NBC). 
Followed   By:   Hank  Lawson    (NBC). 
Competition:    Secret    Diary. 
Sponsor:    Bart's    Bakery    (bread   and   cakes). 
Station:    WSAV,    Savannah,    Ga. 
Power:    250    watts. 
Population:    85,024. 

SAMPLE    SCRIPT   AVAILABLE 


COMMENT:  Important  merchandising  stunt: 
Giving  away  baskets  of  groceries  instead  of 
cash ;  this  makes  new  grocery  friends  for 
Bart's,  since  the  winners  can  choose  any 
grocery  they  wish. 


Beverages 


AUDITIONS  ON  THE  AIR  Back  in  De- 
cember, 1937,  salesmen  for  sponsor  Curran 
&  Joyce  scurried  about  their  sales  area  dis- 
tributing quarter-sheets.  They  told  of  a  new, 
half-hour  show  designed  to  aid  Lawrence 
(Mass.)  artists  find  a  place  for  their  talents. 
Over  the  air,  too,  went  the  glad  news  that 
all  amateurs  past  the  16-year  mark  were  in- 
vited to  participate. 

The  winner  was  to  be  determined  by  letters 
and  post  cards  sent  to  the  station.  Following 
the  first  broadcast  came  the  mail  deluge  that 
has  never  ceased,  averaging  some  2,000  letters 
weekly. 

Special    opportunity   to    trumpet    his    talent 


goes  to  the  people's  weekly  choice:  He  is  sole 
entertainer  on  a  15-minute  sustaining  show  at 
a  future  date;  at  which  time,  prospective  ad- 
vertisers are  advised  to  keep  tuned.  In  this 
way,  several  commercial  shows  have  been 
built  up  and  found  sponsors. 

AIR  FAX:  With  its  doors  thrown  wide  open,  the  pro- 
gram differs  from  purely  musical  amateur  shows  in 
that  comedians,  dramatists,  announcers  share  equal 
rights. 

First    Broadcast:    December    26,    1940. 

Broadcast    Schedule:    Sunday,    3:00-3:30    P.M. 

Preceded   By:    Have   You   Got   It? 

Followed   By:    News. 

Competition:     New     York     Philharmonic     Symphony 

(CBS);    NBC    String   Symphony. 

Sponsor:    Curran    &    Joyce     (makers    of    ginger    ale, 

soda   water). 

Station:    WLAW,   Lawrence,    Mass. 

Power:    1,000    watts. 

Population:    85,068. 

COMMENT:  Good  will  shows  allow  unlim- 
ited opportunity  for  promotions.  Curran  & 
Joyce  call  attention  to  their  program  by  dis- 
tributing hand  bills,  other  effective  publicity. 


Department  Stores 

SOCIAL  EDITOR  With  an  idea  stemming 
from  the  popular  women's  newspaper  section, 
the  society  page,  sponsor  G.  A.  Ducker  Co. 
Department  Store  fashioned  a  radio  pro- 
gram to  appeal  to  women.  Full  time  job  is 
capable  Gladys  Arbeiter  Erickson's,  who 
amasses,  writes,  and  airs  daily  a  Joliet  (111.) 
society  column. 

Since  its  debut  back  in  March,  1939,  social 
editor  Erickson  has  consistently  built  pro- 
gram's popularity;  at  present,  social  items 
pour  in  daily,  with  more  information  than  air 
time  available.  The  program  has  run  con- 
tinuously without  a  stop  six  days  a  week  for 
two  years ! 

Audience  builder-uppers :  Mail  pieces  in- 
serted in  monthly  billing,  program-reminder 
spot  in  regular  newspaper  ads.  During  special 
sales,  various  leased  departments  within  the 
store  buy  a  portion  of  the  program  from 
Ducker's. 

AIR    FAX:    First    Broadcast:    March,    1939. 

Broadcast    Schedule:    Monday    thru    Saturday,    11:15- 

11:30    A.M. 

Sponsor:   G.   A.   Ducker  Co. 

Station:    WCLS,    Joliet,    111. 

Power:   250  watts. 

Population:    42,993. 

COMMENT:  A  recent  study  of  the  depart- 
ment store's  use  of  radio  called  attention  to 
the  importance  of  centralizing  all  radio  work 
on  one  person.  Practical  proof:  G.  A.  Duck- 
er's Miss  Gladys  Arbeiter  Erickson. 


72 


RADIO     SHOWM  ANSH  I  P 


Electric  Appliances  (Others) 

MAN  ON  THE  STREET  Here's  an  inter- 
view program  with  a  past!  During  the  first 
year,  the  sole  sponsor  was  General  Baking 
Co.  for  their  Bond  Bread.  Today,  various 
sponsors  have  reserved  the  program  for  spe- 
cific days  in  the  week.  Monday  and  Wednes- 
day:  Kempf  Brothers  (electrical  appliances, 
radios,  pianos).  Sponsors  of  the  program  for 
two  years,  Kempf  put  the  show  to  a  store 
check,  found  that  three  out  of  four  custom- 
ers had  heard  the  program,  many  made  pur- 
chases because  of  it. 

Tuesday:  Harry  Heiman,  Inc.  (Chry- 
sler-Plymouth dealer).  Also  with  the  pro- 
gram for  two  years,  sponsor  Heiman  states 
that  radio  has  accounted  for  more  new  and 
used  cars  sold  than  any  other  medium  he  has 
used. 

Thursday:  Sears,  Roebuck  &  Co.  On  the 
show  for  the  past  18  months,  this  famous 
mail  order  department  store  renews  regu- 
larly. 

Friday:  Personal  Finance.  After  eight 
months  experience,  this  organization  con- 
cludes following  an  extensive  check-up  that 
the  program  has  netted  better  response  than 
all  other  advertising  media. 

Saturday:  Allen,  Schmidt  and  Pringle 
(men's  clothiers).  They  state  that  the  cumu- 
lative programs  made  many  people  in  Utica 
and  surrounding  territory  "conscious  of  the 
store  and  its  lay-away  plan." 

Record:  Since  show's  inception,  it  has  run 
steadily,  fully  sponsored;  renewal  contracts 
have  already  been  booked  till  next  summer. 
Weekly  barrage  of  letters  with  prospective 
prize-winning   questions:    350. 

Recently  sent  out  were  WIBX  question- 
naires to  various  Utica  business  places.  Cus- 
tomers were  to  check  most  popular  WIBX 
program.  Twenty  per  cent  of  the  2,000  filled- 
in  forms  voted  for  Man  on  the  Street.  Run- 
ner up  was  news,  with  a  six  per  cent  vote. 

AIR  FAX:  Friendly  emcee  Elliott  Stewart  conducts 
interviews  in  down-to-earth  manner,  avoids  all  con- 
troversial issues.  Novel  twist:  Interviewee  always  has 
the  last  word;  he  asks  emcee  Stewart  a  question! 
Program  boasts  of  at  least  one  interviewee  from 
every  city,  town,  hamlet  in  WIBX  listening  area. 
To  everyone  on  the  program  goes  a  pair  of  theater 
tickets. 

First   Broadcast:    October,    1937. 
Broadcast    Schedule:    Monday    thru    Saturday,    12:45- 

1:00  P.M. 

Preceded   By:    News. 

Followed    By:    Words    and    Music. 

Sponsor:    Kempf    Brothers.    (Others:    Harry    Heiman, 

Inc.;     Sears,     Roebuck     8C     Co.;     Personal     Finance; 

Allen,   Schmidt    &   Pringle.) 

Station:   WIBX,   Utica,    N.    Y. 

Power:    250   watts. 

Population:    101,740. 


cial   serial   numbei 


COMMENT:  Certainly  this  story  is  a  tribute 
to  man-on-the-street  broadcasts.  Five  differ- 
ent business  fields,  yet  all  have  found  success 
in  a  single  program  idea! 

Garages  (others) 

BOARDING  HOUSE  Strictly  as  a  routine 
matter,  a  script  is  written  daily  for  this  half- 
hour  babble-bedlam.  Even  its  seven  partici- 
pating sponsors  are  warned  in  advance  to  ex- 
pect anything.  Flabbergast  fact:  The  spon- 
sors are  satisfied! 

Cast  lineup  is  com- 
prised of  five  staff  feath- 
erbrains who  carp  about 
the  boarding  house  food, 
change  themselves  read- 
ily into  hillbillies,  Ne- 
groes, billy  goats,  etc. 

Membership  cards  in 
the  Boarding  House 
Club  are  sent  to  all 
those  requesting  them. 
Each  card  carries  a  spe- 
On  Friday,  one  of  the 
sponsors  gives  away  a  merchandise  certificate 
worth  five  dollars  in  radios,  service,  jewelry, 
etc.  Only  members  of  the  Boarding  House 
are  eligible  for  prizes. 

First  week's  requests  scaled  to  500;  some 
thousand-'*odd"  members  now  swell  the  roll 
call. 

AIR  FAX:   Names  of  new  members  and   birthday  cele- 
brants   are    announced    on    each    program. 
First   Broadcast:    September   30,    1940. 
Broadcast   Schedule:    Monday   thru   Friday,    5:00-5:30 
P.M. 

Sponsor:  Lucky's  Service  Center  (Others:  H.  C. 
Corey  Jewelry,  Badgeley's  Tour  City  Gasoline,  Val- 
ley Electric  Co.,  Del  Sight's  Radio  Sales  8C  Service, 
Strong's  Cleaning  Works,  Eagle  Cafe,  Montgomery 
Ward). 

Station:    KVEC,   San   Luis   Obispo,   Calif. 

Power:    250    watts. 
Population:   8,276. 

SAMPLE  SCRIPT  AVAILABLE 

COMMENT:  Providing  the  cast  knows  what 
it's  up  to,  "corn"  programs  can  win  wide 
popularity.  Often  the  biggest  difficulty  in  the 
success  of  a  program  that  follows  this  pat- 
tern is  that  the  sponsor  himself  doesn't  like 
it.  Strangely  enough,  surveys  have  proved 
that  there  are  millions  who  do. 


Insurance 

BLACK  AND  WHITE  REFLECTIONS  Fav- 
orite son  of  Palestine,  Texas,  is  dynamic 
local  notable  Leland  Adams.  Agent  for 
Amicable  Life  Insurance  Co.  in  adjoin- 
ing Waco    (Texas),   a  prominent  worker   in 


FEBRUARY,     1  941 


73 


Palestine's  Junior  Chamber  of  Commerce 
and  other  civic  organizations,  Adams  stacks 
a  record  of  10  years  on  the  air  for  his  em- 
ployer. 

In  1930,  he  sat  down  at  the  piano,  read, 
transposed,  and  faked  a  15-minute  musical 
interlude.  Almost  continuously  during  the 
last  decade,  he  has  continued  his  distinctive 
musicales. 

AIR  FAX:  Program  is  a  blend  of  new  and  old  tunes. 
Broadcast  Schedule:  Monday  thru  Saturday,  9:15- 
9:30   A.M. 

Preceded  By:   First   Baptist  Church. 
Sponsor:   Amicable  Life  Insurance  Co.,  Waco,  Tex. 
Station:   KNET,  Palestine,  Tex. 
Power:    250    watts. 
Population:    11,445. 

COMMENT:  There  are  arguments  pro  and 
con  regarding  the  use  of  a  popular  employee 
as  an  air  entertainer.  This  much  can  be  said: 
Certainly,  the  fact  that  he  works  for  the 
sponsoring  company  should  be  no  bar.  It  ties 
the  program  closer  to  the  sponsor.  The  de- 
ciding factor,  however,  is  the  employee's  abil- 
ity to  entertain.  If  he  does  have  popular 
appeal,  then  by  all  means  use  him. 

Ice 

JAKE'S  CHATTERBOX  In  mid-1939,  fa- 
mous soap  manufacturers  Proctor  &  Gam- 
ble bought  a  five-minute  package  on  Dan- 
ville's (111.)  station  WDAN,  converted  the 
citizenry  into  news- 
hawks trumpeting 
their  own  affairs, 
paid  a  brand  new 
dollar  bill  (Oxy- 
dollar)  for  the  best 
local  news  story  of 
the  week. 

Ready  successor 
to  P  &  G  was  local 
Beard  Ice  Co., 
dealing  in  air  con- 
ditioned ice  refrig- 
erators. Results: 
60  to  70  weekly 
mail  pieces.  More 
results :  Directly  at- 
tributed to  the  program  is  the  sale  last  Au- 
gust, during  a  seven-day  hot  weather  spell, 
of  seven  dozen  home  ice  cream  freezers, 
ranging  in  price  from  $3.60  to  $9.60  per  unit. 


AIR  FAX:  Slender,  fortyish  Francis  "Jake"  Higgins 
rapid-fires  the  news  in  a  friendly,  down-to-earth, 
mid-western  manner.  The  week's  best  story  may  deal 
in  marriages,  births,  birthdays,  parties,  anniversaries, 
new  pets,  lost  pets,  lost  clothing,  etc.  Prize  is  award- 
ed every  Friday  morning.  For  the  daily  programs, 
Higgins  combs  marriage  license  applications,  birth 
and    hospital    announcements,     fire    and    police    calls 


Francis     "Jake"     Higgins 


from    the   local    departments. 

First   Broadcast:    June    18,    1939. 

Broadcast   Schedule:    Monday   thru    Friday,    9:00-9:05 

A.M. 

Sponsor:   Beard  Ice  Co. 

Station:    WDAN,    Danville,    111. 

Power:    250    watts. 

Population:    36,765. 

COMMENT:  In  these  days  of  hysterical 
headlines,  program-seeking  sponsors  are  apt 
to  overlook  the  fundamental  fact  that  many 
folks  are  still  interested  in  home  town  news. 


Groceries 

WHAT'S  NEW?  And  everywhere  that 
Nancy  goes,  "Tyro"  is  sure  to  go.  For  eight 
(8)  years,  charming,  cosmopolitan  Nancy 
Gray  has  been  ambassador-at-large  for  Mil- 
waukee women.  She  has  visited  in  Europe, 
Bermuda,  various  Caribbean  ports,  New 
.  York,  Hollywood,  Denver,  Phoenix — and 
with  her  at  all  times  has  gone  "Tyro,"  her 
pet  recording  machine.  "Tyro"  enables  her  to 
get  "on  the  spot"  color  stories  and  interviews 
with  prominent  personalities.  The  wax  disks 
are  air  mailed  back  to  Milwaukee  for  im- 
mediate re-broadcast. 

In  between  trips,  Mrs.  Gray  has  found 
time  for  interviews  with  Milwaukee  visitors 
Eleanor  Roosevelt,  Schiaparelli,  Frances  Per- 
kins, Schumann-Heink,  Walter  Hampden. 
She  gives  her  listeners  style  information,  but 
it  is  no  secondhand  material  culled  from 
print;  it  comes  directly  from  interviews  with 
such  prominent  authorities  as  Adrian,  Helena 
Rubenstein,  Lucien  Lelong. 

AIR    FAX:    Besides    her    interviews,    Mrs.    Gray    brings 
her    listeners    a    dash    of    culture    with    principal    em- 
phasis on  the  arts  of  self-improvement. 
Broadcast  Schedule:  Daily,   10:30-11:00  A.M. 
Preceded  By:   Arnold   Grimm's   Daughter    (NBC  dra- 
matic serial). 

Followed  By:  Toby  8C  Susie. 
Competition:   Your  Treat. 

Sponsor:   Hormel   food  products.    (Others:    Rcid-Mur- 
doch,    Calavo    Growers,    Lehn    8C    Fink,    Maytag    wash- 
ers, Smartwear-Emma  Lange,  etc.) 
Station:   WTMJ,  Milwaukee,  Wis. 
Power:    5,000  watts. 
Population:    578,249. 

COMMENT:  What's  New?  is  not  to  be  con- 
fused with  the  usual  type  of  woman's  pro- 
gram that  is  comprised  of  a  few  style  hints 
and  a  handful  of  recipes.  Firstly,  Mrs.  Gray 
gives  her  audience  the  vicarious  thrill  of 
sharing  her  travels  and  experiences.  Second- 
ly, she  gives  them  information  that  has  the 
prestige  of  actually  being  voiced  by  authori- 
ties on  the  subject.  Cleverest  promotion 
stunt:  The  personalization  of  "Tyro,"  the  re- 
cording machine.  It  has  resulted  in  newspaper 
pictures,  stories,  other  invaluable  publicity. 


74 


RADIO     SHOWMANSHIP 


SPECIAL   PROMOTION 

Short   radio   promotions    that   run   but   a   day,    a   week,    or   a 
month  yet  leave  an   impression   that   lasts   the   year  around. 


Sustaining 

WHO  GOLDEN  GLOVES  TOURNAMENT 

In  1938,  radio  edged  into  another  newspaper 
activity  and  emerged  a  titan.  When  Des 
Moines  station  WHO  slapped  precedent,  an- 
nounced sponsorship  of  an  officially  sanctioned 
Golden  Gloves  (amateur  boxing)  Tourna- 
ment, experts  pooh-poohed  radio's  pulling 
power  in  a  heretofore  exclusive  newspaper 
sphere. 

But  the  smile  froze  on  their  faces,  for  the 
WHO  tournaments  clicked  significantly  be- 
fore the  first  blow.  Each  year's  meet  has 
burgeoned  forth  with  swelling  attendance. 
Entry  blank  requests  for  the  1940  tourna- 
ment totaled  1,000.  And  more  than  200  lowan 
youths,  thumped  and  pumped  by  attending 
physicians,  were  certified  to  enter  the  tourna- 
ment. 

During  three  nights  of  preliminaries,  mitts 
flew  assiduously  and  simultaneously  in  three 
rings.  Spectators  won  a  battle  with  a  15  be- 
low zero  temperature,  and  poured  by  thou- 
sands into  Des  Moines  Coliseum.  On  Feb- 
ruary 12,  big  night  of  semifinals  and  finals, 
6,500  eager,  cheering  spectators  hugged  the 
walls  of  the  building.  Hundreds  of  fans,  un- 
able to  purchase  tickets  at  the  last  minute, 
hustled  home,  pressed  their  ears  to  the  radio. 
It  was  a  complete  sellout! 

WHO  sports  editor  Bill  Brown  directs  the 
tournament;  program  director  Harold  Fair 
wields  production,  acts  as  clerk  of  the  tourna- 
ment, is  directly  responsible  for  activities  of 
a  working  crew  of  52  men  plus  an  aggregate 
of  39  doctors,  judges,  referees,  and  timers. 
House  staff,  comprising  doormen,  ushers,  po- 
lice officers,  stage  hands,  box  office  crew, 
totals  76  workers. 

Des  Moines  swells  its  chest  with  civic  pride 
over  the  Golden  Gloves.  As  practical  testi- 
mony of  its  recognition  of  the  tournament's 
worth,  the  Chamber  of  Commerce  volunteered 
cooperation  through  its  Special  Events  Com- 
mittee. Results:  Streetcars  displayed  with- 
out charge  a  series  of  outside  cards  exploit- 
ing the  tournament;  Retail  Merchants  Bur- 
eau ordered  two  large  display  advertisements 


FEBRUARY,      1941 


in  local  newspapers  over  the  signature  of  the 
"Des  Moines  Hospitality  Club;"  a  leading 
department  store  inserted  10,000  tournament 
pieces  in  their  deliveries ;  four  banks  used 
similar  inserts  in  outgoing  mail;  leading  ho- 
tels, at  their  own  expense,  printed  cardboard 
easels  for  their  dining  room  tables,  and  on 
tournament  days  put  cards  in  mail  boxes  of 
all  hotel  rooms;  a  large  restaurant  chain  rub- 
ber-stamped all  menus  a  week  prior  to  and 
during  the  tournament;  even  the  newspapers 
cooperated  with  publicity. 

What  about  the  profits?  In  other  towns, 
Golden  Glove  Tournament  sponsors  turn  the 
profits  over  to  specified  charities.  WHO  turns 
the  profits  back  to  young  American  manhood. 
Gymnasium  equipment  has  been  supplied  to 
community  centers,  gymnasiums,  settlement 
houses,  even  the  Junior  Chamber  of  Com- 
merce gymnasiums  in  Winterset,  Iowa. 

Practical,  dubious  businessmen  shake  their 
heads:  What's  there  in  it  for  the  promoter? 
Neither  Central  Broadcasting  Co.,  owner 
and  operator  of  station  WHO,  nor  WHO 
Radio  Enterprises,  Inc.,  which  operates  the 
Golden  Gloves,  has  ever  taken  a  penny  of 
profit  from  Golden  Gloves  tournaments. 

True,  undeniable  is  WHO's  glow  of  satis- 
faction in  helping  maintain  supervised  gym- 
nasiums for  sturdy  young  fellows  who  can- 
not pay  for  such  facilities. 

But  more  practical  satisfaction  is  the  boost 
it  gives  WHO  as  a  sports  station.  As  a  re- 
sult of  the  tournament,  fans  look  to  Bill 
Brown  and  company  for  news,  reviews  of  all 
sports;  sponsors  do,  too! 

AIR  FAX:   First   Broadcast:    1938. 
Station:   WHO,   Des   Moines,    la. 
Power:    50,000    watts. 
Population:    142,559. 

COMMENT:  Radio  proves  once  again  that  it 
can  hold  its  own  in  the  face  of  any  competi- 
tion. 


75 


JOHNNY 
ON  THE  SPOT 


If     you     use     spot     announcements,     you'll     be     interest- 
ed   in    the    news,     reviews,     and     tips     in     this    column. 


Last  month's  Hint  to  Spot  Buyers  suggest- 
ed that  when  you  buy  spot  announcements, 
start  with  a  quantity  smaller  than  you  had 
originally  planned,  then  add  announcements 
whether  or  not  j^our  original  purchase 
showed  results.  This  increase  may  be  all  that 
is  needed  to  turn  failure  into  success.  If  the 
first  increase  proves  profitable,  you  may  find 
it  wise  to  continue  adding  announcements. 

It's  a  method  of  experimentation,  and  it 
works!  Davis  Cleaners  in  Columbia,  Mo. 
started  a  small  campaign  on  KFRU,  three 
announcements  daily.  They  soon  found  it 
profitable  to  add  another  spot  daily,  then 
four  more.  Today,  they  are  using  ten  spots 
every  day. 

Most  important,  business  has  speeded  up 
considerably.  The  company  now  needs  a  new, 
larger  plant;  the  old  one,  which  was  recently 
remodeled,  has  already  been  found  inade- 
quate to  handle  the  increased  volume. 

Giving  radio  complete  credit  for  this  busi- 
ness rise,  Davis  Cleaners  are  now  using 
radio  in  other  cities  where  they  have  clean- 
ing plants. 


ABOUT  DR.  KENAGA 

The  amazing  story   of  an  announcement 
changed  only  seven  times  in  seven  years! 

When  baseball  fans  in  Toledo  are  annoyed 
by  an  umpire's  decision,  they  don't  cry  out: 
"Get  glasses!"  Their  admonition  is,  "See 
Doctor   Kenaga!" 

Dr.  Kenaga,  optometrist,  opened  his  busi- 
ness in  Toledo  in  1932.  During  the  first 
week,  20  patrons  visited  his  shop.  Today,  an 
average  of  100  to  150  people  are  fitted  each 
week.  Dr.  Kenaga  attributes  this  remark- 
able increase  entirely  to  a  spot  announcement 
campaign  over  radio  station  WSPD  in  To- 
ledo. 


76 


The  most  remarkable  fact  about  Dr.  Ke- 
naga's  amazing  radio  story  is  this:  In  his  seven 
years  of  radio  advertising,  his  original  copy 
(which  now  runs  1,820  times  a  year)  has 
been  changed  only  seven  times  (and  those 
were  annual  changes  of  a  single  word). 

Here's  the  magic  spot  announcement  that 
has  brought  fortune  and  no  little  fame  to  this 
radio    advertiser: 

"Dr.  Kenaga,  at  623  Adams  Street,  near 
Erie,  is  offering  genuine  Kryptock,  invis- 
ible bifocal  glasses  for  reading  and  dis- 
tant vision  for  only  $3.50.  Examination 
free  whether  you  buy  glasses  or  not.  These 
Kryptock  bifocals  are  the  well-known 
Kenaga  quality  and  are  the  deep-curve, 
spherical,  first-division  convex  type.  They 
are  complete  with  standard  size  frames, 
fitted  to  your  satisfaction  or  your  money 
refunded.  90  days'  trial.  Dr.  Kenaga  is  a 
graduate  optometrist  with  28  (the  one 
word    that's    changed    each    year)     years'  | 

practical  experience  in  the  examination  of 
eyes  and  fitting  of  glasses.  The  address: 
623  Adams  Street,  2  doors  off  Erie." 

This  commercial  may  sound  a  bit  techni- 
cal for  listener  consumption,  but  you'll  find 
hundreds  of  citizens  of  Toledo  and  North- 
western Ohio  who  can  recite  that  message 
from  memory.  WSPD  announcers  could,  if 
necessity  demanded  it,  broadcast  Dr.  Ke- 
naga's   announcement  without  copy. 

In  1932  and  1933  Dr.  Kenaga's  records 
show  he  advertised  in  two  newspapers.  His 
calls  per  week  during  that  period  averaged 
from  20  to  40.  That  year  a  chap  named  Jay 
Kelchner  (now  manager  of  WMMN,  Fair- 
mont, W.  Va.)  sold  Dr.  Kenaga  on  the  idea 
of   using   radio. 

A  campaign  was  started  calling  for  two 
announcements  a  day.  Dr.  Kenaga's  business 
began  growing.  His  calls  increased  to  an 
average  of  70  a  week.  The  next  year  he 
dropped  all  other  media,  boosted  his  budget 
for  radio.  His  calls  per  week  climbed  to  100. 
He  is  now  and  has  been  for  three  years  aver- 
aging between  100  and  150  examinations  a 
week.  Over  90  per  cent  of  those  examina- 
tions  result  in  sales. 

When  he  launched  his  business.  Dr.  Ke- 
naga fitted  glasses  by  day  and  ground  lenses 
by  night.  Now  he  employs  a  staff  of  five, 
operates  the  only  complete  retail  surfacing 
and  edging  shop  in  his  section  of  the  country. 
Kenaga  glasses  are  worn  from  coast  to  coast. 

The  Kenaga  commercial  has  been  bur- 
lesqued by  the  Junior  Bar  Association  in  its 

RADIO     SHO  WM  ANSH  IP 


Consistent  in  both  business  and 
pleasure,  Dr.  Kenaga's  favorite  pas- 
time is  boating.  He  owns  a  beautiful, 
29-foot  cruiser,  which  he  operates  on 
Lake  Erie  and  the  Maumee  River. 
Aptly  enough,  the  craft  is  named, 
"Miss  Kryptock,"  after  the  glasses 
he  has  made  famous. 


annual  gridiron  dinner;  it  has  been  thun- 
dered in  unison  by  Toledo  sports  fans  in 
baseball  and  football  stadiums;  it  has  been 
the  subject  of  all  sorts  of  conversations  re- 
motely related  to  vision. 

But  each  year,  it  goes  merrily  on  its  way. 
In  1941,  it  will  be  heard  at  least  1,820  times, 
and  the  only  change  in  its  text  will  be  "29" 
to  replace  "28,"  indicating  an  additional  year 
of  experience  for  Dr.  Kenaga. 


INTRODUCING 

New  business  fields  to  which 

radio   is  now  extending  its  services   .   .   . 

Beans  .  .  .  Rocky  Mountain  Bean  Dealers  Assn.,  Sta- 
tion KOA,    Denver. 

Eggs  .  .  .  Washington  Cooperative  Egg  and  Poultry 
Association,  Seattle,  participations  twice  weekly  on 
Home   Forum    (26).    Station   KGO,    San    Francisco. 

Hotel  .  .  .  Adams  Hotel.  Station  KOY,  Phoenix, 
Ariz. 


Ice    Show 
York. 


.    Center    Theatre,    Station    WHN,    New 


Inhaler  .  .  .  E.  Fougers  &  Co.,  New  York,  39  an- 
nouncements for  Vapex  Inhaler.  Three  times  week- 
ly.   Station    KGO,    San    Francisco. 

Movies  .  .  .  Roxy  Theatre  for  Tin  Pan  Alley,  13  an- 
nouncements.  Station   WHN,   New   York. 


Newspapers  .  .  .  PM,  four  days  of  spot  announcements 
(27).   Station  WHN,   New   York. 

Playing  Cards  .  .  .  United  States  Playing  Card  Co., 
one-minute  transcriptions  (76).  Station  KFI,  Los 
Angeles. 

Restaurants  .  .  .  Gene's  Restaurant,  six  spot  announce- 
ments   weekly.    Station    WIND,    Chicago. 

Starch  .  .  .  Faultless  Starch  Co.,  Kansas  City,  daily 
transcribed    announcements.    Station   KOA,    Denver. 


HINTS  TO  SPOT  BUYERS 

Certain  radio  programs  capture  the  atten- 
tion of  certain  radio  listeners,  others  leave 
the  same  listeners  cold. 

Be  sure  that  when  you  buy  announcements, 
you  select  your  spots  in  between  programs 
that  reach  the  listeners  you  want  to  reach. 


NEXT  MONTH 

Starting  next  month,  this  column  will  carry 
a  detailed  check  of  the  very  best  radio  spot 
announcement  campaigns.  It  will  give  a  com- 
plete break-down  of  these  spots  by  length,  by 
method  (live  and  transcribed),  and  by  com- 
mercial appeal  (men,  women,  or  children). 
The  survey  results  should  furnish  careful 
time  buyers  with  a  good  yardstick  to  measure 
spot  effectiveness. 


FEBRUARY,      194  1 


77 


TRENDS 


A  rating  of  program  patterns  based  on  a  special  survey  of 
outstanding,  locally-sponsored  radio  programs  throughout 
the  country.  Let  the  TREND  of  these  ratings,  month  to 
month,  be  your  guide  to  better  buying. 


PROGRAM   RATINGS,  JANUARY,   1941 


Type 

Rating 

Last 
Month 

Change 

MUSIC 

35% 

36% 

-1% 

NEWS 

22% 

21% 

+  1% 

TALKS  8C 
INTERVIEWS 

15% 

14% 

+  1% 

QUIZ 

10% 

10% 

SPORTS 

6% 

7% 

-1% 

DRAMA 

6% 

6% 

COMEDY 

6% 

6% 

GROUPS          Men  Women  Children 

Music 29%  38%  41% 

News 26%  21%  9% 

Talks   8C 

Interviews       12%  19%  14% 

Quiz 10%  11%  9% 

Drama 5%  4%  16% 

Sports 13%  2%  3% 

Comedy 5%  5%  8% 


SIX  MONTHS   REVIEW 


TREND  OF  NEWS  SHOWS 


22% 


AUG.    SEPT.     OCT.    NOV.     DEC.      JAN. 


Trends    of   program   patterns    move   slowly, 

and   in   six   months,   changes   that   may   have 

permanent  significance  are  hardly  discernible. 

News   has   been   the   one   exception.    From 


month  to  month,  as  these  surveys  proceeded, 
the  rating  of  news  shows  has  constantly  ad- 
vanced. 

This  rise  has  been  at  the  expense  of  dra- 
mas,  talks  and  interviews,  sports,  and  quiz 
programs,  all  of  which  showed  very  slight 
declines  during  the  six  months  period. 

Most  interesting  of  all  trends  to  follow  is 
music.  With  BMI  and  ASCAP  still  at 
swords  points  (as  we  go  to  press),  the  effect 
on  locally-sponsored  radio  is  worth  watching. 
As  yet,  no  important  conclusions  can  be 
reached.  The  rating  for  music  programs  to- 
day (35%)  is  exactly  the  same  as  it  was  six 
months  ago. 

Cofnedy  is  another  program  pattern  that 
has  shown  a  rise  in  the  past  half  year,  but 
not  as  much  as  had  been  anticipated.  This 
may  be  due  more  to  a  dearth  in  good  com- 
edy ideas  than  anything  else. 

LOOKING  AHEAD 

News  should  continue  its  steady  rise  in  the 
next  six  months.  Talks  and  interview  pro- 
grams (especially  those  with  a  military 
twist)  should  jump  in  importance,  and  the 
rise  will  not  be  due  to  any  battle  between 
musical  organizations. 

The  First  Wisconsin  National  Bank 
of  Milwaukee  is  among  the  first  to  use  inter- 
view programs  in  army  training  camps. 
(For  further  details  read  the  complete  story 
on  page  66.) 

EXPLANATIONS 

The  programs  used  in  this  survey  are 
sponsored  by  local  businessmen  only.  For  that 
reason,  relative  costs  of  the  different  types  of 
program  patterns  play  an  important  part  in 
the  net  results.  For  example,  drama  which  is 
undoubtedly  recognized  as  one  of  the  most 
important  phases  of  network  entertainment 
— and,  at  the  same  time,  one  of  the  most  ex- 
pensive, has  a  comparatively  low  ranking 
among  locally  sponsored  shows. 

It  may  be  possible  to  classify  your  cus- 
tomers into  age  or  sex  groups.  In  that 
case,  the  ratings  by  groups  (see  above) 
will  then  be  of  special  interest. 


78 


RADIO     SHOWM  ANSH  IP 


COMIXC 

How  do  U.  S.  furniture  dealers  use  radio?  How  often? 

How  much  do  they  spend?  With  what  results? 

You  II  find  a  complete,  authoritative  report  m  the  first 


tJKVlii 


r 


IIIJSII^K! 


In  cooperation  with  The  National  Furniture  Review,  the  editors  of  Showmanship 
are  conducting  a  survey  that  will  give  you  the  answer  to  selling  furniture  through  radio; 
its  use,  its  power,  its  place  in  furniture  advertising!  Watch  for  it  in  a  coming  issue  of 
Radio  Showmanship  Magazine. 


In  other  issues.  Radio  Showmanship  will  give  you  similar  reports   on   the  men's  wear 
business,  the  restaurant  field,  department  stores,  groceries,  auto  selling,  bakeries,  finance. 


THIS  IS  YOUR  SIXTH  COPY  OF 


s 

^^^^^^HOWMANSHIP.  In  it  are  articles  concerning,  and  detailed 
descriptions  of  34  radio  programs  as  used  in  29  different  types  of  busi- 
ness fields.  One  of  these  program  presentations  may  prove  adaptable  in 
your  business.  The  Editors  of  Radio  Showmanship  &  Merchandising 
Review  welcome  and  will  promptly  answer  all  correspondence.  May  you 
enjoy  and  profit  from  this  issue. 


MARCH-APRIL  1941 


IN  THIS  ISSUE  . . .  PROGRAMS  AND  PROMOTIONS  FOR 

Automobiles  *  Bakeries  *  Beverages  *  Bairy  Products 
Department  Stores  *  Electric  Appliances  *  Gasoline  *  Groceries 
Home  Furnishings     *  ^Men's  Wear     *     Shoes     *     Women's  Wear 


Unur     TPAM     Ji     UnPA7TM]? 


A    cruirTPr 


YOUR  BUSINESS  AT  A  GLANCE 


An  index,  classifying  by  businesses  the  various  articles  and  services  in  Radio  Showmanship. 
It's  the  quick  way  to  find  out  what  others  in  your  business  field  are  accomplishing  through  radio. 

MARCH-APRIL 


Business  PAGE 

Automobiles 104 

Bakeries  90 

Beverages 104,  112 

Chiropractic 110, .  112 

Dairy  Products  110,  113 

Department    Stores Ill 

Drug  Products  103,   114 

Electric  Appliances Ill 

Gasoline 105 


Business  PAGE 

Groceries 92 

Home    Furnishings 105 

Ice-Fuel Ill 

Livestock 106 

Meat  Products 106 

Men's  Wear 86,   114 

Shoes 95,  103 

Tobaccos 106,  115 

Women's  Wear  86,  107,  111,  114,  115 


FEB  R U  ARY 


Business  PAGE 

Amusements 70 

Automobiles 64,  65,  71 

Bakeries  53,  72 

Beverages 72 

Building  Materials 58 

Cleaners 76 

Department  Stores 70,  72 

Electric   Appliances 65,   73 

Farm  Supplies 65 

Finance 66 


Business 
Garages  .  . 
Groceries . 
Hardware 
Ice 


PAGE 

73 

50,  53,  54,  73 
66 

74 


Insurance 74 

Jewelry 67 

Laundries 47,   56 

Men's  Wear 67 

Optometry 76 

Plus  Ten  Other  Businesses  76 


If  you  don't  have   the  February   issue   on   file,  order  now! 


k^l^ 


CONTENTS 

MARCH-APRIL  1941 

VOL.  2  NO.  3 


Publisher 
Don  Paul  Nathanson 

Editor 
S.  H.  Kaufman 

Associate  Editor 
Norman   V.   Carlisle 

Research   Director 
G.  M.  Osman 


Business  Manager 

William  A. 

HUSER 

Editorial  Advisory  Board 

Radio 

Herbert  Pettey 

New  York 

Ralph  Atlass 

Chicago 

William  Dolph- 

Washington 

Henry  Johnston 

Birmingham 

Glenn  Snyder 

Chicago 

Philip  Lasky 

San  Francisco 

Roger  Clip? 

Philadelphia 

Business 

GuSTAv  Flexner 

Louisville 

Maurice  M.  Chait 

Peoria 

J.  Hudson  Huffard 

Blue  field,  Va. 

J.  Harold  Ryan 

Toledo 

Lorenzo  Richards 

Ogden,  Utah 

Frank  J.  Ryan 

Kalamazoo 

Published  by  Showmanship  Publi- 
cations, Minneapolis,  Minn.  Subscrip- 
tion rate:  $2.50  a  year,  25c  a  copy. 
Address  editorial  correspondence  to 
Showmanship  Building,  Eleventh  at 
Glenwood,  Minneapolis,  Minn.  Tele- 
phone:  Bridgeport  6228. 

Copyright  1941,  by  Showmanship 
Publications,  publishers  of  Radio 
Showmanship. 


Editorial 85 


86 


Talk  About  Luck 

Jeffrey   A.    Abel 

Henry  J.  Kaufman  Ad  Agency  man, 
Washington,  D.  C,  fashioned  a  Sunday 
morning  variety  show  that  packed  the 
Regal  Clothing  Co.  on  Monday  morn- 
ing! 


Bread  Sales  Thru  the  Air 90 

Carroll   Jones 

Sales  and  ad  manager  of  Baltimore's 
Koester  Bakery  salutes  Streamlined 
Fairy  Tales,  the  transcribed  modern 
version  of  Little  Red  Riding  Hood,  The 
Three  Bears,  etc.  portrayed  by  the  tal- 
ented Koralites. 


There's  Gold  in  These  Bars 92 

Cyril    I.    Fox 

Advertising  Manager  of  Fels-Naptha 
Soap  Co.  tells  of  a  regional  musical  pro- 
gram that  stole  the  show  from  the  morn- 
ing dramatic  serials! 

Putting  Unity  into  Community 93 

George  C.   Blackwell 

WBLK  Manager  suggests  one  way  of 
attracting  business  to  your  town. 


(Continued  on  next  Page) 


MARCH-APRIL,     1941 


83 


^0.  Alt  PoUUi,  0/  9*d&iUt 

New  York's  Popular 

HOTEL 

LINCOLN 

44th  TO  45th  STS.  AT  8th  AVE. 

1400  ROOMS 


from 


^3 


Each  with  Bath,  Servidor, 
and  Radio.  Four  fine  res- 
taurants acclaimed  for 
cuisine. 


MARIA  KRAMER 

PRESIDENT 


John  L.  Morgan 
Gen.  Mgr. 


HOTEL  EDISON 

Same   Ownership 


HlL^iilinii  ■••■juiiij 


IN    THE    CENTER    OF 
MID-TOWN  NEW  YORK 


Next? 94 

A   Showmanship   Success  Story 

Will  your  story  be  the  next?  A  Show- 
manship story  carried  out  in  one  place, 
adopted  successfully  in  another! 


By  Means  of  Transcription 96 

Aaron    Bloom 

Kasper-Gordon,  Inc.  executive  (Boston, 
Mass.)  tells  all  about  syndicated  radio 
programs  for  local  advertisers. 


Showmanship    in   Action 104 

A  collection  of  those  extra  promotions 
and  merchandising  ideas  that  lift  a  pro- 
gram out  of  the  ordinary. 


Showmanscoops 108 

Photographic    review    of    merchandising 
stunts,  and  the  personalities  behind  them. 


What  the  Program  Did  for  Me 110 

This  is  the  businessman's  own  depart- 
ment. Here,  the  radio  advertisers  of  the 
nation  exchange  results  and  reactions  of 
radio  programs  for  their  mutual  benefit. 


Proof  O'  the  Pudding 112 

Results  from  radio  programs,  based  on 
sales,  mails,  surveys,  long  runs  and  the 
growth  of  the  business  itself. 


Trends 116 

A  rating  of  program  patterns  based  on  a 
special  and  continuous  survey  of  out- 
standing, locally-sponsored  radio  pro- 
grams throughout  the  country. 


Yours  for  the  Asking 117 

A  listing  of  sample  scripts  and  transcrip- 
tion availabilities  on  programs  reviewed 
in  this  and  preceding  issues. 


Johnny  On  the  Spot 117 

If  you  use  spot  announcements,  you'll  be 
interested  in  the  news,  reviews  and  tips 
in  this  department. 


84 


RADIO     SHOWMANSH  IP 


EDITORIAL 


^fCENE:    Any    street    corner,    anywhere    in    the    United 
"^        States  or  Canada. 

Characters:  The  Inquiring  Reporter  and  you. 


Reporter:  Say,  mister,  do  you  by  any  chance  read  Radio 
Showmanship? 

You:  Certainly  I  do.  There's  a  collection  of  good  ideas  in 
that  magazine. 

Reporter:  Have  you  ever  used  any  of  them? 

You:  Well,  now,  let  me  think  .  .  . 


Just  what  would  your  answer  be?  In  the  past  seven 
months,  Radio  Showmanship  has  brought  to  your  atten- 
tion hundreds  of  tested  program  ideas  and  promotions. 
These  were  not,  in  any  sense  of  the  word,  figments  of  some- 
one's imagination,  but  actual,  real-life  stories  of  how  busi- 
nessmen in  your  field  successfully  use  radio  today! 

You  may  be  one  of  those  one-timers  that  gave  radio 
a  brief  whirl  back  in  the  distant  past  and  now  swear  off 
for  life.  In  radio,  it  pays  to  be  a  two-timer.  The  second 
time,  however,  be  sure  you  profit  by  the  experience  of 
some  businessman  in  your  field  or  in  a  related  field. 

Radio  Showmanship  brings  you  a  complete,  accu- 
rate, month-to-month  picture  of  radio  in  action,  tested 
program  ideas  and  promotions! 

Do  more  than  just  read  it,  use  it. 


MARCH-APRIL,      1941  85 


A  Credit  Clothing  Story 
of  Henry  J.  Kaufman  Ad 


Show  me  the  advertiser  who  doesn't 
say,  "Give  me  something  different, 
and  mister,  you've  got  an  Angel!" 

Five  years  ago,  maybe  longer,  a 
well-known  credit  store  in  Washing- 
ton called  us  in  to  "take  over,"  but 
with  the  stipulation  that  they  wanted 
something  different! 

After  thumbing  through  the  usual 
idea  files,  which  had  been  used  over 
and  over  again,  I  finally  got  the  rev- 
olutionary idea  of  building  a  full 
hour  Sunday  morning  variety  show. 
"The  idea  is  preposterous;  it's  too 
expensive!  Nobody  listens  on  Sunday 
morning.  What  can  you  give  to  make 
them  listen  and  still  keep  the  cost 
of  talent  down?"  raved  the  client! 

Well,  I  started  from  the  begin- 
ning! Sunday  morning  was  selected 
for  several  reasons:  First,  because 
from  10:30  to  11 :30  in  the  morning, 
our  only  competition  was  church 
services.  Secondly,  because  there 
must  be  some  kind  of  audience  that 
wants  to  hear  popular  music,  news, 


by  JEFFREY  A.  ABEL, 
Agency,  Washington,  D.C. 


get  in  on  a  contest,  hear  birthday 
and  anniversary  announcements  on 
Sunday  mornmg. 

How^  about  the  cost?  Well,  Sun- 
day morning  rates  are  usually  lower 
than  Sunday  afternoon.  Further- 
more, I  could  obtain  a  master  of 
ceremonies  who  was  well-known  the 
other  six  days  of  the  week  on  a  pop- 
ular WOL  Musical  Clock  program. 
He  could  play  the  piano,  the  Ham- 
mond organ,  and  really  punch  out  a 
commercial.  So,  there  was  my  an- 
swer! 

Client  Number  One  held  the  show 
for  three  years,  and  then  because  of 
a  manufacturer's  discontinuance  of 
an  allowance,  dropped  the  show. 

Here  is  where  my  story  for  the 
Regal  Clothing  Co.  really  begins! 

Pat  Regal,  a  well-known  figure  in 
local  amateur  sports  and  president 
(the  youngest,  incidentally)  of  one  of 
Washington's  leading  credit  clothing 
companies,  was  offered  the  show.  He 
bought  it   and  still  has   it   after   72 


86 


RADIO     SHOWMANSHIP 


Now  on  24  stations 
for  spot  and  local 
advertisers  selling: 

Starch  Products 
Toilet  Soap 
Crackers 
Canned  Foods 
Bread 
Coffee 
Beverages 
Laundry  Soaps 
House  Furnishings 
Hotels 
Theatres 

Department  Stores 
Refrigerators,  etc. 

Many  excellent  mar- 
kets still  available. 


For  8  Years  the  Network 

Favorite  of  Millions— Now 

Available  to  You  at  Low  Cost! 

You'd  spend  thousands  of  dollars  producing 
''Betty  and  Bob"  on  your  own,  but— thanks  to 
NBC  Radio-Recording— you  can  now  sponsor  this 
popular,  sales-producing  pair  at  a  cost  you'll  hardly 
believe  possible  for  a  program  of  this  calibre. 

The  recorded  ''Betty  and  Bob"  series  follows  the 
same  program  style  that  made  the  network  series 
such  a  smashing  success  for  General  Mills— with 
all  new  plot  sequences.  This  five-a-week,  15-min- 
ute  show  presents  a  heart-warming  family  story 
.  .  .  features  an  all-star  cast  of  name  talent  .  .  . 
directed  by  the  same  producer  who  brought  the 
network  show  to  the  highest  rating  in  eight  years 
on  the  air.  Includes  unique  showmanship  features 
seldom  found  in  a  recorded  program. 

Every  detail  has  been  carefully  planned  to  give  the 
program  all  the  flavor  and  character  of  a '  'live ' '  show, 
including  the  finest  recording— NBC  Orthacoustic* 


►Registered  Trademark 


Ask  your  local  station 
to  arrange  an  audition  or  write 

diO'Recording  Division 

NATIONAL  BROADCASTING  COMPANY 

A  Radio  Corporation  of  America  Service 

RCA  BIdg.,  Radio  City,  New  York  •  Merchandise  Mart,  Chicago 
Trans-Lux  BIdg.,  Washington,  D.  C.  •  Sunset  &  Vine,  Hollywood 


Thirty  -f  our 
years  old,  versa- 
tile Jeffrey  A. 
Abel  has  packed 
more  activity  into 
his  life  than  many 
a  man  does  with 
60  years  behind 
him.  For  the  past 
10  years  he  has 
been  radio  direc- 
tor of  the  Henry  J . 
Kaufman  Agency 
in  W ashington, 
D.  C.  Before  getting  into  advertising,  he 
held  the  position  of  foreign  exchange  tell- 
er in  one  of  the  local  banks  for  six  years. 
When  he  left  Maryland  University  in 
1925,  he  served  Uncle  Sam  as  a  rodman 
in  the  Geological  Survey. 

No  business  burrower  despite  his 
packed  career,  Abel  is  married,  has  a  son 
two  and  a  half  years  old.  Likes  to  putter 
around  the  house  and  garden  and  sneak 
in  an  occasional  game  of  golf.  Takes  both 
still  and  moving  pictures,  and  is  known 
to  have  one  of  the  most  photographed 
babies  in  the  world  (quote  Mrs.  Abel). 
He  had  his  own  Amateur  "Ham"  license 
and  can  still  pound  a  key  and  repair  the 
simple  sets.  He's  also  a  member  of  Har- 
mony Lodge  No.  17  F.A.A.M. 


weeks  of  continuous  broadcasting. 

The  Lucky  Regal  Hour,  as  it  is  known  to- 
day, has  changed  considerably.  However,  Art 
Brown  of  Rise  and  Shine  fame  at  WOL,  the 
local  Mutual  outlet  in  Washington,  continues 
as  the  "messer"  of  ceremonies. 

A  special  theme  song  was  written,  sung, 
and  recorded  by  Betty  and  Buddy  Arnold  of 
New  York.  It  is  used  as  an  opening  and  clos- 
ing signature.  We  went  to  all  this  trouble, 
because  a  theme  gives  the  first  impression  of 
a  show.  Often  it  is  the  difference  between 
keeping  a  listener  and  having  him  switch  to 
another  station.  We  wanted  to  make  ours  a 
good  impression.  After  a  short  opening  com- 
mercial in  which  the  station  announcer  intro- 
duces Art  Brown  and  outlines  the  program 
schedule,  Brown  takes  over  with  a  warm  and 
cordial  greeting  to  his  listeners  if  he  is  in  the 
mood,  or  if  he  is  tired  and  sleepy,  he  lets  them 
know  it  and  warns  them  that  anything  is 
liable  to  happen. 

The  informality  of  the  entire  program  is  a 
prime  factor  in  its  success. 

We  needed  a  contest  to  prove  to  Pat  Regal 


that  we  had  an  audience.  So  several  of  the 
larger  movie  chains  were  contacted  and  guest 
tickets  obtained,  200  in  all,  every  Sunday.  We 
started  a  Musical  Mystery  Contest  and  of- 
fered a  pair  of  movie  guest  tickets  to  the  first 
100  correct  answers  received.  Only  one  selec- 
tion was  played  on  the  Hammond  organ  by 
Art  Brown,  and  then  listeners  were  required 
to  name  the  title.  Simple!  Effective!  Mail 
response  has  never  dropped  below  500  a  week, 
and  many  weeks  brought  in  as  many  as  1,500 


pieces 


The  sponsor  mails  the  movie  guest  tickets 
to  the  winners  with  a  form  letter  which  pic- 
tures a  caricature  of  Art  Brown  and  Pat 
Regal  and  a  suitable  congratulatory  message. 

Last  minute  news  is  given  midway  in  the 
program  by  the  station  announcer.  This  is 
followed  immediately  by  a  red-hot  special  on 
sale  at  the  Regal  Clothing  Co.  Monday 
only/  A  total  of  three  commercials  are  used 
in  the  entire  hour  program,  and  they  average 
only  a  minute  in  length. 

The  station's  telephone  number  is  men- 
tioned throughout  the  show.  The  listeners  are 
asked  to  call  in  any  birthday,  anniversary,  or 
lost  pet  announcements.  Three  operators  are 
required  to  handle  the  calls  during  the  hour. 

It's  a  lucky  Sunday  morning  for  the  lis- 
tener! 

Recently,  we  started  a  Lucky  Silver  Con- 
test, in  addition  to  the  Musical  Mystery  Con- 
test! Five  silver  dollars  are  awarded  to  the 
person  whose  name  is  selected  from  the  city 
directory.  A  large  wheel  is  spun  three  times 
during  the  program  to  pick  the  selection,  page 
number,  and  listing  in  the  directory  (a  la  Pot 
O'  Gold).  After  the  person's  name  is  an- 
nounced, he  has  to  call  the  station  within  15 
minutes  and  then  identify  himself  at  the  store 
the  following  day  to  collect  his  five  silver  dol- 
lars. Only  once  during  the  past  26  weeks  have 
we  failed  to  be  called  by  the  proper  person! 
Who  says  we  don't  have  an  audience? 

In  addition  to  the  latest  recordings.  Art 
Brown  plays  a  number  of  selections  on  the 
Hammond  organ,  and  many  times  he  will 
play  .the  organ  right  along  with  a  popular  re- 
cording, a  novelty  that  always  brings  com- 
ments. 

Being  sports  minded,  Pat  Regal,  from  time 
to  time,  has  personally  interviewed  outstand- 
ing baseball,  football,  basketball,  hockey,  and 
golf  stars  on  the  program.  Announcements  of 
all  major  sports  events  are  given  without 
charge.  Last  fall,  an  effective  tie-in  was  made 
with  the  players  on  the  Washington  Profes- 
sional football  team.  After  every  home  game, 


88 


RADIO     SHOWMANSHIP 


Pat  Regal  offers  a  $50  Stratford  Suit  to  the 
Redskin  player  adjudged  the  outstanding  man 
by  local  sports  writers.  The  Manner's  name  is 
always  announced  on  the  Lucky  Regal  Hour. 

Large  placards,  set  on  easels,  are  promi- 
nently displayed  on  each  floor  of  Regal's. 
They  feature  a  picture  of  Art  Brown,  the 
station,  time,  and  remind  passersby  of  the  free 
movie  passes.  The  store's  entire  personnel  dis- 
cusses the  program  freely  with  the  customers, 
thus  helping  to  build  interest  from  week  to 
week. 

In  addition  to  writing  the  entire  show,  I 
take  an  active  part  in  heckling  Brown  and 
announcing    the    feature    attractions    at    the 


various   theaters   for   which  we   have   tickets. 

Other  than  the  commercials,  the  entire  pro- 
gram is  ad  lib. 

Without  inviting  a  studio  audience,  50  to 
100  persons  are  always  present  in  the  obser- 
vation room  every  Sunday  to  witness  the  pro- 
gram. 

As  evidence  of  the  pulling  power  of  the 
Lucky  Regal  Hour,  sixty  dozen  ladies'  slips 
were  sold  from  two  broadcasts.  Fifty  men's 
overcoats  were  sold  from  one  broadcast. 
Twenty-five  dozen  pairs  of  ladies'  hosiery 
were  sold  from  another  broadcast! 

It's  a  lucky  Sunday  morning  for  Regal's, 
too! 


L^    11 


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^-^'  ens'.    ^nVv^'^^^' 


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It's  the  little  things  that  count!  The  REGAL  CLOTHING  CO. 
takes  extra  effort  to  make  their  form  letters  interesting,  and  they 
are  rewarded  with  extra  results.  Note  REGAL'S  address,  "Lucky 
711  7th  Street  N.  W.";  it  follows  right  in  line  with  the  theme 
of  their  radio  show.  Often,  it  is  the  addition  of  a  simple  catch 
phrase  like  this  that  makes  the  difference  between  a  sponsor  being 
remembered   or  forgotten! 


MARCH-APRIL,     1941 


89 


read  Sales  Thru  the  Air 


By  CAHRDLL  JDNES,  Sales  and  Ad  Manager  of  Baltimore's 
Koester  Bakery,  Who  Salutes  "Streamlined  Fairy  Tales" 


Remember  all  the  excitement  that  was 
aroused  years  ago  when  the  theaters  an- 
nounced that  "Garbo  Talks"? 

Well,  that  will  give  you  just  an  inkling  of 
the  commotion  we  caused  recently  when  we 
took  a  full  page  in  the  Baltimore  News-Post 
to  announce  that  "Honey"  talks. 

We  believe  "Honey"  is  as  well-known  to 
Baltimore  housewives  as  Garbo  ever  was. 
Her  picture  appears  in  thousands  of  Baltimore 
homes  daily,  in  the  street  car  cards,  on  bill- 
boards,  and  now  she  is  heard  on  the   radio. 

You  see,  "Honey"  is  our  trade-mark,  and 
through  the  years,  as  her  popularity  increased, 
so  increased  the  sales  of  Koester  Bread.  To- 
day, 52-year-old  Koester  Bakery  is  one  of 
the  largest  independent  bakeries  in  the  United 
States. 

But  lots  of  things  happened  before  "Honey" 
talked.  We  wanted  something  different  in 
radio  programs,  something  that  would  tie  up 
effectively  with  our  trade-mark,  yet  have  gen- 
uine entertainment  value. 


We  examined  hundreds  of  show  ideas,  final- 
ly hit  upon  an  unusual  transcribed  series, 
Streamlined  Fairy   Tales. 

The  series  is  unlike  most  programs  de- 
signed for  children,  because  it  has  the  ex- 
tra appeal  of  being  equally  as  interesting  to 
adults.  From  the  title  of  the  show,  you  can 
get  an  idea  of  its  contents,  but  not  its  pro- 
duction. Featured  in  the  series  are  six  of 
the  most  unusual  youngsters  in  radio,  the 
Koralites. 

Last  year,  the  Koralites  introduced  choral 
speaking  on  the  air  in  a  program  series  for 
NBC.  Their  six  perfectly  matched  voices 
blend  poetry  and  prose  into  a  distinctive  pat- 
tern that  gives  each  utterance  life  and  action. 
Starred  on  the  Columbia  Workshop  and 
Hobby  Lobby,  featured  in  radio  programs 
with  Charles  Laughton  and  Burgess  Mere- 
dith, the  Koralites,  as  was  readily  recognized, 
were  really  something  new  in  radio. 

When  rotund,  energetic,  radio  producer 
Harry  S.  Goodman  was  wrinkling  his  brow 


90 


RADIO     SHOWMANSHIP! 


last  August  over  what  kind  of  Christmas 
show  to  prepare  for  release  to  local  adver- 
tisers in  December,  he  thought  of  the  Koral- 
ites. 

Under  the  masterly  direction  of  Jack  Wil- 
shire,  the  Koralites  created  for  Mr.  Good- 
man a  series  of  Christmas  shows,  each  dis- 
tinguished for  its  precision  and  harmony,  with 
an  obvious  attraction  for  kids  and  a  subtle 
but  equally  strong  attraction  for  adults.  In 
many  ways,  the  production  had  captured  the 
same  universal  appeal  of  the  Walt  Disney 
cartoons. 

Streamlined  Fairy  Tales  is  a  modern  ver- 
sion of  the  old,  well-known  fairy  tales — in 
other  words,  they  are  streamlined!  Some  of 
the  fairy  tales:  The  Lion  and  the  Mouse, 
Cinderella,  Little  Red  Riding  Hood,  Jack  and 
the  Beanstalk,  Three  Little  Pigs,  Boy  Who 
Called  Wolf,  etc.  In  addition,  well-known 
screen  and  radio  person- 
alities are  impersonated 
— W.  C.  Fields,  Kay 
Kayser,  Baby  Snooks, 
Joe  Penner,  Greta  Gar- 
bo.  > ^^      _ 

Last  fall,  we  made  3.\,         \\^^ 
contract   for   the   fifteen   \  /^n  \> 
programs    to    be    broad- 
cast over  two  Baltimore 
stations  between  Thanks- 
giving    and     Christmas. 
We    broadcast    on    one 
station    Monday,    Wed- 
nesday,   and    Friday    and    repeated    the    pro- 
grams on  the  other  station  Tuesday,  Thurs- 
day, and  Saturday. 

About  three  weeks  after  we  started  broad- 
casting this  program,  we  conducted  a  test  to 
see  whether  this  series  should  be  continued, 
a  test  that  proved  the  popularity  of  the  pro- 
grams. In  a  plain,  straightforward  manner, 
we  asked  the  public  if  they  wanted  the  series 
continued.  The  response  was  spontaneous, 
even  though  no  offer  was  made  to  those  writ- 
ing letters.  We  received  a  large  number  of 
letters  from  mothers  congratulating  us  on  the 
type  of  program  we  were  using.  We  then 
made  our  decision  to  extend  our  contract  for 
fifteen  more  programs.  At  the  expiration  of 
that  period,  we  contracted  again  for  thirty 
more,  or  a  total  of  sixty  in  all.  We  are  now 
in  the  middle  of  this  last  series  and  hope  that 
it  will  be  continued  indefinitely. 

Like  all  radio  programs,  no  matter  how 
expensively  produced,  or  impressively  pre- 
sented, the  worth  and  pulling  power  of 
Streamlined  Fairy  Tales  is  reflected  in  the 
merchandising  behind  the  show. 

For  years,  our  little  girl  "Honey"  has  ap- 
peared on  our  bread  wrappers,  on  our  trucks, 
on   street   car    advertising,    and    in    all    other 


Known  as  "Jonesey" 
to  everyone  in  the 
baking  trade,  sales 
and  advertising  man- 
ager Carroll  Jones, 
has  guided  success- 
fully the  Koester 
course  for  the  past 
15  years.  Came  into 
the  business  via  street 
car  ad  selling  for 
Barron  G.  Collier. 
Modest,   forty-ish, 

bespectacled,  Jones  is  easy  to  meet  and 
always  willing  to  listen.  He  makes  quick 
decisions — and  he's  usually  right.  Proof 
demonstrated  in  the  fact  that  Koester's 
today  outsell  all  their  competitors  com- 
bined in  the  Baltimore  area — and  the 
competition  is  stiff! 


advertising  we  have  used.  Streamlined  Fairy 
Tales  served  as  an  ideal  medium  for  bringing 
her  to  life.  She  is  impersonated  by  a  profes- 
sional actress  and  opens  and  closes  each  pro- 
gram. Radio  has  done  its  job  well.  There 
seems  to  be  a  new  and  much  more  personal 
interest  in  our  little  girl  than  ever  before. 
This  I  can  only  attribute  to  this  radio  pro- 
gram. Streamlined  Fairy  Tales,  for  our  trade- 
mark has  been  used  in  other  forms  of  adver- 
tising for  many  years. 

The  fact  that  we  have  just  renewed  for  the 
third  time  is  proof,  too,  of  how  we  feel  about 
the  entire  promotion.  Streamlined  Fairy  Tales 
epitomizes  the  best  in  children's  programs. 
With  it,  you  are  immediately  assured  of  the 
acceptance  and  cooperation  of  schools,  par- 
ents, and  children's  organizations  in  your  city. 
It's  one  of  the  few  programs  that  talks  to 
children  without  going  behind  the  parent's 
back.  The  grownups  have  expressed  them- 
selves as  being  just  as  enthusiastic  and  enter- 
tained as  the  kiddies,  and  that's  something 
that's  difficult  to  find — a  program  that  is  high- 
ly acceptable  and  good  listening  for  all  kids 
six  to  sixty! 


MARC  H  ■  AP  R  I  L,     194  1 


91 


1 


^ 


here's  Gold  in  These  Bars 


By  CYRIL  1.  FDX, 
Advertising  Manager 
Pels  and  Company 


There's  a  minor  revolution  going  on  in 
Philadelphia.  A  major  soap  manufacturer  is 
sponsoring  a  morning  show,  and  it's  not  a 
soap  opera. 

The  trials  and  tribulations  of  Susie  Scrab- 
ble, the  heart-rending  difficulties  of  Daphne 
Dawn,  etc.  take  a  back  seat  when  Golden 
Bars  of  Melody  comes  on  the  air.  Just  a  sim- 
ple twist  of  Madame  Housewife's  wrist,  and 
the  sob-sisters  give  way  to  a  friendly,  old- 
fashioned  program  of  song  and  story. 

Fels-Naptha  Soap  Co.,  sponsors  of  Gold- 
en Bars,  feel  that  a  program  of  gentle  songs 
has  a  definite  place  on  the  air.  Jitterbugs  call 
such  music  corny,  but  then,  jitterbugs  aren't 
the  world's  best  laundry  soap  customers. 

Housewives,  and  we'll  venture  to  call  them 
100%  of  the  Fels-Naptha  market,  seem  to 
enjoy  a  chance  to  relax  quietly  and  hear  the 
old  sweet  melodies.  The  songs  this  world  has 
hummed  and  whistled  for  generations  are 
finding  a  new  chance  to  reach  an  audience 
that's  just  a  little  tired  of  rush,  excitement, 
and  frenzy.  Home,  Sweel  Home  and  The 
Old  Oaken  Bucket  are  woven  into  a  new 
sales  pattern  with  homespun  anecdotes  and 
quiet  memories  of  the  past. 

To  call  the  program  a  complete  product  of 
one  person's  ideals  would  be  unfair  to  the 
sponsor.  Yet,  Golden  Bars  of  Melody  does 
owe  its  warmth  and  color  to  an  individual  of 
unusually  varied  abilities.  Rhona  Lloyd  is  her 
name — a  writer,  a  competent  musician,  and 
a  songstress  of  note. 

Miss  Lloyd  draws  on  her  experience  and 
her  recollections  of  friendly  evenings  around 
the  family  fireside  to  give  the  show  a  distinct- 
ly personal  touch.  Her  ability  to  swing  from 
anecdotes  to  golden  song  aids  in  forming  a 
well-rounded  15  minutes  of  entertainment. 

Strangely  enough,  if  a  13-year-girl  hadn't 
given  way  to  an  impulse  to  sing.  Golden  Bars 


Miss  Rhona  Lloyd 


might  never  have  reached  the  air.  Rhona 
Lloyd,  at  13,  was  an  accomplished  concert 
violinist  with  a  promising  career  before  her. 
But  she  had  an  urge  to  sing  and  developed 
that  urge  into  an  actuality.  Her  voice  studies 
led  her  to  the  musical  stage  and,  eventually, 
radio. 

Miss  Lloyd's  first  appearances  on  the  air 
were  not  as  a  singer,  but  as  an  ad  lib  emcee 
of  a  celebrities  program.  Her  vocal  talents 
lay  buried  until  by  chance  she  mentioned  her 
musical  background  on  a  broadcast.  A  flood 
of  letters  in  response  gave  her  a  cjiance  to 
sing,  and  Golden  Bars  of  Melody  was  born. 

Today,  the  program  has  become  almost  a 
morning  must  to  Philadelphia  listeners. 
WFIL,  its  original  single  outlet,  has  piped 
the  show  to  seven  companion  stations  on  the 
Quaker  Network.  Its  friendly,  homey  atmos- 
phere has  done  the  rest. 

Golden  Bars  is  definitely  a  reactionary  pro- 
gram. All  of  the  so-called  formula-patterns 
are  missing  from  it.  The  "heart-throbs"  it 
contains  come  from  an  old-fashioned  love  of 
good  music  and  a  good  story.  A  soap  opera 
(Please  turn  to  page  118) 


92 


RADIO      SHOWM  ANSH  IP 


ml  101  III 

nsQ  IS 

EOCl  tX  3 
-•  mil  III!  ill 


IP 


utting  Unity  into  Community 


Stimulate  Civic  Interest  in  Your  Town,  and  You  Attract 
Business,  Writes  WBLK  Manager,  GEDRGE  C.BLACKWELL 


There's  another  side  to  this  business  of  radio 
— a  broader  side. 

Radio  not  only  can  help  you  sell  more 
bread,  bricks,  brooms,  or  whatever  else  you 
have  to  sell,  but  it  also  can  help  sell  the  town 
in  which  you  live ! 

Today,  America  is  organizing  for  national 
defense,  and  each  little  section  of  America, 
yours  and  mine,  is  organizing  to  attract  some 
of  those  defense  mdustries.  The  more  indus- 
tries, the  more  people  with  money  to  spend, 
the  more  business  for  you  and  me. 

Radio  can  do  its  part.  In  the  role  of  an 
organizer,  it  becomes  a  voice  speaking  again 
and  again  for  progress  and  civic  improvement. 

By  molding  a  spirit  of  unity,  it  makes  the 
town  better  able  to  solicit  and  to  handle  more 
business. 

We,  in  Clarksburg,  W.  Va.,  believed  that 
by  encouraging  pride  in  the  home  town  and 
the  county,  we  would  reach  the  very  core  of 
unity.  And  so,  station  WBLK  undertook  to 
build  a  radio  program  that  would  honor  all 
civic  workers  and  designate  one  leader  as  the 
First   Citizen   of  Harrison   County  for   1940. 

For  three  weeks,  in  frequent  broadcasts, 
listeners  were  urged  to  make  nominations  and 
cite  reasons  for  their  choice  of  the  First  Citi- 
zen. The  appeal  served  to  summarize  all  the 
civic  progress  made  in   1940.   It  brought  out 


the  individual  effort  of  community  leaders. 
It  commended  those  who  actually  gave  un- 
selfishly toward  community  projects.  It  as- 
sured leaders  of  recognition  for  their  good 
work.  Many  of  those  nominated  were  the 
county's  prominent  retail  merchants,  and  in 
all  cases,  the  nominees  were  intimately  associ- 
ated with  all  other  businessmen  in  work  for 
civic  progress,  in  clubs  and  organizations. 

As  radio's  voice  discussed  1940  accomplish- 
ments, people  were  inspired  to  look  at  the 
past  and  also  to  plan  for  the  future.  Next 
year,  there  w^ill  be  a  First  Citizen  of  1941. 
We  hope  to  find  an  even  larger  interest  than 
in  1940,  and  new  ways  in  which  wider  ex- 
pression of  sentiment  can  be  recorded. 

Alert  and  lively  leadership  spells  progress. 
We  know  that  next  year  will  find  many  new 
nominees,  men  and  women  who  may  have 
been  inspired  to  participate  in  civic  projects 
through  no  other  stimulus  than  this  poll. 
Often,  the  only  reason  a  man  doesn't  become 
community-minded  is  because  he  wasn't  asked. 

First  Citizen  of  1940  was  Glenn  B.  Tinsley, 
a  past  Chamber  of  Commerce  president,  w^ho 
had  obtained  a  large  milk  condensory  as  a 
new  industry,  had  striven  to  bring  an  airliner 
service  to  this  county,  worked  for  new  high- 
ways, directed  community  drives,  and  served 
(Please  turn  to  page  118) 


MARCH-APRIL,      1941 


93 


SUGAR  COATED  SPOT 
ANNOUNCEMENTS 


If 


you're  tired  of  the  same 
old  spot  anouncement . . . 


H  you'd  like  to  give  your 
sales  message  on  the  air 
in  a  way  that'll  make  listeners 
remember  what  you're   selling  . . . 

HERE'S  THE  ANSWER! 
ONE  MINUTE 

Singing 

SPOT  ANNOUNCEMENTS 
for 

•  Furniture  Stores 

•  Jewelry  Stores 

•  Opticians    and   Optometrists 

•  Auto  Loan  Companies 

•  Credit  Clothiers 

•  Furriers 

Singing  Spots  are  being  used  suc- 
cessfully   by    national    advertisers. 

NOW  THE  LOCAL  SPONSOR 
CAN  AFFORD  THEM. 

You'll  have  to  hear  them  to  ap- 
preciate them  .  .  .  catchy,  tuneful 
sales  messages  that  make  listeners' 
ears  perk  up  .  .  .  that  make  sales 
in  your  store  go  up  .  .  .  that  give 
the  audience  something  to  remem- 
ber. 

"GO  BIG-TIME  TODAY!" 
USE  SINGING  SPOTS! 

Write  today  for  an  audition  disc. 
Exclusive  rights  granted. 


''^rti/l^  S.  (^oe^m€t^^^ 


S^ext? 


On  page  29  of  its  January  issue, 
Radio  Showmanship  told  in 
picture  and  paragraph  the  inter- 
esting story  of  how  San  Ber- 
nardino's (Calif.)  RowE  Shoe 
Store  set  up  two  barrels  in  front 
of  their  store,  and  twice  daily  for 
ten  days  offered,  via  the  airways, 
a  two  dollar  reduction  on  any 
sale  purchase  accompanied  by  an 
old  pair  of  shoes.  The  shoes  were 
to  be  donated  to  the  British  War 
Relief  Fund.  Results:  For  Brit- 
ain, a  dozen  barrels  of  shoes ;  for 
RowE,  a  highly  successful  sale. 

Commenting  at  the  time.  Radio 
Showmanship's  editor  wrote: 
"This  is  an  important  promotion. 
It  may  herald  the  beginning  of  a 
series  of  similar  attempts  to  use 
radio  to  aid  the  Allies." 

Recently  received  was  the  story 
of  how  Ted  Soloman,  manager 
of  the  D  &  S  Subway  Bootery 
in  Grand  Forks,  N.  D.,  incor- 
porated the  very  same  promotion 
on  his  own  Men  With  the  Mike 
program  on  KFJM.  He  added  a 
few  new  ideas,  including  phone 
calls  volunteering  donations,  with 
names  dropped  by  parachute  and 
read  on  the  program. 

The  response  to  the  drive  was 
immediate  and  enthusiastic.  With- 
out previous  plugging,  the  first 
day's  broadcast  brought  in  two 
barrels  of  shoes.  The  entire  cam- 
paign, which  ran  for  two  weeks, 
netted  ten  barrels  of  shoes. 

Thus,  we  record  two  success- 
ful sales  based  on  a  single  show- 
manstunt.  The  line  forms  at  the 
right.   Who  will  be  next? 


94 


. . ,  a  Showmanship  Success  Story 


above  .  .  ,  The  original  (appeared 
in  January  RADIO  SHOWMAN- 
SHIP). Lowell  Smith  (handling 
mike)  interviews  passersby  in  front 
of  the  Rowe  Shoe  Store  in  San 
Bernardino,  Calif.  For  ten  days,  he 
asked  for  old  shoes  for  British 
War  Relief  as  part  of  an  unusual 
Rowe  sale.  Results:  Over  a  dozen 
barrels  of   shoes   were  collected. 


right  .  .  .  The  follow-up:  Ted 
Soloman,  manager  of  the  D  &  S 
Subway  Bootery  of  Grand  Forks, 
N.  D.,  put  the  "Boots  for  Britain" 
idea  he  found  in  RADIO  SHOW- 
MANSHIP  to  good  use.  He  is 
shown  with  Jimmie  Valentine  and 
Bill  Walker,  announcers  on  KFJM's 
Men  With  the  Mike  show,  who 
helped  stage  a  successful  two  weeks 
drive  that  netted  ten  barrels  of 
shoes. 


EHIiiii 


Means  of  Transcript: 


All  About  Syndicated  Radio  Programs  tor  Local  Advertisers 
by  AARDN  BLDDM,  of  Kasper-Gordon  Inc.,  Boston,  Mass. 


"The  next  program  comes  to  you  by  means 
of  electrical  transcription."  Once  upon  a  time, 
there  was  something  of  a  stigma  attached  to 
this  phrase.  But  nothing  lasts  forever, 
"and  this,  too,  shall  pass  away."  It 
did.  Today,  there  are  more  and 
more  national,  regional,  and  lo 
cal  advertisers  using  tran- 
scribed radio  programs  than  at 
any  other  time  in  the  history 
of  radio,  and  the  number  of 
users  is  fast  increasing.  Every 
month,  every  week,  every  day 
finds  new  transcribed  radio 
programs,  varying  in  length 
from  30  words  to  30  minutes. 

National  advertisers  use  tran 
scribed  programs  to  open  new  ter- 
ritories and  back  up  dealers  in  a  concentrat- 
ed campaign  over  local  stations  not  affiliated 
with  networks.  Or  they  use  them  on  stations 
with  network  affiliations  where  time  cannot 
be  cleared  for  the  network  broadcast.  Or 
they  use  them  because  they  want  a  split  net- 
work or  certain  coverage,  and  can  best  obtain 
it  by  selecting  their  markets  and  broadcast- 
ing their  programs  via  discs. 

Regional    advertisers    use    transcribed    pro- 
grams for  the  same  reasonSj  saving  expensive 


line  charges,  very  often  turning  to  syndicated 
programs  which  have  been  thoroughly  tested 
and  are  generally  accompanied  by  complete 
merchandising  tie-ups.  Or  they  use  a 
spot  announcement  radio  campaign, 
transcribed,  buying  the  stations . 
and  markets  they  wish  to  con- 
centrate on. 

Local  advertisers  use  tran- 
scribed syndicated  programs, 
instead  of  specially  built  tran- 
scription shows.  This  type  of 
program  gives  the  local  adver- 
tiser entertainment  comparable 
to  the  networks,  at  cost  within 
local  budgets.  It  would  hardly 
pay  a  local  sponsor  to  build  a  show 
of  his  own  and  pay  for  a  transcription. 
In  a  syndicated  transcribed  program,  he  gen- 
erally gets  better  talent  than  is  available  local- 
ly, better  production,  better  direction,  and,  al- 
most invariably,  a  tested  program.  Local  ad- 
vertisers cannot  afford  to  "experiment,"  and 
syndicated  transcribed  programs  eliminate  un- 
necessary risk  to  a  great  degree. 

For  the  benefit  of  those  who  are  not  famil- 
iar with  how  a  syndicated  transcription  pro- 
gram producer  operates:  He  is  in  the  same 
position  as  the  motion  picture  producer  who 


invests  money  in  a  production  and  gets  it  back 
with  profit  (sometimes)  by  leasing  the  film 
to  theatres  throughout  the  country. 

No  single  theatre  could  have  afforded  the 
$3,000,000  it  took  to  produce  Gone  With  the 
Wind,  but  the  thousands  of  movie  houses 
which  have  and  will  play  the  picture  will 
earn,  through  weekly  leases,  the  $3,000,000 
and  more  for  the  producer.  And  the  pro- 
ducer is  entitled  to  any  profit  he  makes,  for 
he  gambled  the  money  to  bring  an  excellent 
production  to  the  screen  to  entertain  millions. 
The  same  is  true  of  the  syndicate  program 
producer  and  distributor. 

Yes,  the  transcribed  program,  un- 
til   something    better     and     more 
practical  comes  along  to  take  its 
place,  is  here  to  stay.  Once  re- 
corded,   there    are    no    more 
production     headaches.     No- 
body comes  late  to  rehearsal 
or    broadcast.    Nobody    gets 
sick. 

In  buying  syndicated  tran- 
scribed programs,  certain  fac- 
tors must  be  taken  into  consid 
eration.  It  costs  money  to  produce 
good  radio  programs,  to  obtain  good 
talent  to  do  the  recording.  And  while 
there  is  not  yet  a  national  method  or  yard- 
stick for  establishing  the  prices  of  syndicated 
transcribed  programs,  a  good  producer  and 
distributor  will  generally  base  his  charges 
on  one,  two,  or  all  of  the  following  fac- 
tors: 

1.  Population  of  the  city  in  which  the  series   is   to  be 
broadcast. 

2.  Power  of   the   station. 

3.  A    percentage   of    the    station    rates,    so    that    if    the 


sponsor  uses  the  most  powerful  and  expensive 
radio  station  in  a  city,  he  may  be  expected  to  pay 
more  for  the  program  because  of  the  generally 
greater  coverage  the  show  will  receive.  On  the 
other  hand,  if  the  advertiser's  budget  is  limited, 
and  he  must  confine  himself  to  stations  of  smaller 
power  and  lower  rates,  the  price  of  the  syndicated 
transcribed  series  is  correspondingly  lower.  This 
is  the  most  equitable  method  of  establishing  rates 
for    programs. 

Top  price,  of  course,  must  be  obtained 
from  major  markets  such  as  New  York,  Chi- 
cago, Detroit,  Los  Angeles,  Boston,  Philadel- 
phia, etc.  Prices  for  cities  up  to  about  25,000 
population  generally  take  a  minimum  price. 
It  has  all  been  worked  out  to  give  the  spon- 
sors good  programs  at  cost  within  their 
budgets. 

But  no  program,  transcribed  or 
'live,"  should  be  allowed  to  take 
to  the  airwaves  without  intel- 
ligent promotion  and  publicity 
behind  it  to  build  audience,  to 
create  first  the  desire  to  lis- 
ten, to  help  merchandise  and 
sell  the  sponsors'  products 
and  services.  Most  syndicated 
programs,  if  produced  by  a 
well-established  production  firm 
in  tl?e  syndicated  field,  are  ac- 
companied by  suggestions  for  mer- 
chandising, publicity,  and  promotion. 
While  some  programs  may  be  built  for,  say, 
the  bakery  field,  very  often  the  same  series  of 
program  may  be  used  for  department  stores, 
dairies,  candy  companies,  even  furniture 
stores.  The  thing  to  do  is  to  analyze  the  in- 
dividual program  and  apply  it  with  its  vari- 
ous and  diversified  tie-ups.  For  example. 
Information,  Please  will  undoubtedly  work 
as   well   for   Lucky   Strikes    as    it   did   for 


'The  Play's 
the  Thing,"  and  as  long  as  the  program  con- 
tains the  elements  of  entertainment  and  show- 
manship, and  is  well  done,  what  difference 
what  type  of  business  sponsors  it? 

But  bear  in  mind  these  things  when  pur- 
chasing (leasing)  a  syndicated  transcribed 
series: 

1.  Know  your  company  and  its  experience,  some  of 
the  sponsors  it  has  served,  how  long  it  has  been 
in  business. 

2.  Remember  that  a  syndicated  transcribed  program,  to 
be  good,   costs  money  to  produce.   Don't  expect  to 
buy    it    for   nothing    or    your    source    of    sup- 
ply   will     no     longer    be    able     to     invest 
money    in    other    programs. 

3.  When     you     take     on     a     program 
series,   be  prepared   to   back  it   up 
or  don't  start  it  at  all.  Keep  your 
radio     advertising     budget     flex- 
ible   enough     so     that    you     can 
add   other  promotional   ideas   to 
further    interest    in    your    cam- 
paign. 

4.  Find    out    in    advance    what    co- 
operation    the     producer     or     dis- 
tributor   is    prepared    to    give    you 
then  use  that  cooperation.   The  firm  ■ 
you   do   business    with    is    just   as    anx- 
ious,   or    should    be,    to    see    your    cam 
paign  a  successful   one  as   you  are  to  have 
it  so,   for  they  will  be  able  to  use  your  case 
history   in   selling  others. 

5.  Your  radio  station  will  undoubtedly  be  glad  to 
cooperate  with  you  in  contacting  dealers  and  may 
even  give  you  pre-broadcast  "teaser"  announce- 
ments to  help  build  up  listening  audience  to 
launch   your   radio   program   correctly. 

6.  If  you  work  with  an  advertising  agency,  give  them 
all  the  facts  they  really  need  to  serve  you  proper- 
ly. They  can  help  you  merchandise  the  show! 

7.  If  you  have  used  radio  before,  and  found  that 
your   first   campaign   didn't   "click,"    remember   that 


it  might  not  have  appealed  to  anybody  but  you! 
It's  human  nature,  of  course,  to  believe  in  one's 
own  judgment,  but  if  anybody  could  read  a  manu- 
script and  tell  in  advance  whether  a  play  to  be 
produced  on  Broadway  would  be  a  success,  he'd 
be  worth  a  million  dollars  to  some  producer! 
Don't  trust  your  judgment  alone,  or  that  of  your 
immediate  friends.  Put  it  up  to  the  listeners.  The 
audience  will  tell  you  soon  enough  whether  they 
like  your  program,  with  dollars  and  cents  sales! 
And  if  your  program  isn't  clicking,  don't  say, 
"radio  is  no  good."  It  isn't  radio.  For  radio  ad- 
vertising, intelligently  and  properly  used,  always 
pays  dividends  to  advertisers.  Ask  any  of  several 
thousand  sponsors,  and  they'll  tell  you  this  is  true. 

As  a  parting  shot,  bear  in  mind  that  there 
are  many  successful  programs  whose 
stars  you  cannot  name.  They  are 
not  Eddie  Cantor's  or  Jack  Ben- 
ny's or  Bob  Hope's,  but  they 
are  excellent  performers  who 
give  their  best  talents  to 
make  a  program  series  in- 
teresting and  entertaining. 
How  many  individuals  know 
the  names  of  the  performers 
in  The  Shadow,  Mr.  District 
Attorney,  or  even  The  Lone 
Ranger?  Big  names  help  to  get 
the  initial  audience,  but  if  the  pro- 
gram is  not  up  to  par,  even  the  big 
names  go  by  the  boards.  It's  the  program 
that  matters.  As  long  as  yours  is  good,  and 
you  back  it  up  with  promotion,  and  use  a 
station  with  an  established  listening  audi- 
ence, preceding  and  following  other  good 
programs  so  that  your  audience  isn't  driven 
away  from  the  station,  and  you  have  a  real 
story  to  tell,  you  can  use  radio  and  syndi- 
cated transcribed  programs  to  good  advan- 
tage.  It's  all  up  to  you. 


i 


ts& 


c^TttOS 


W  F I  L*  S    "MORNING  EXTRA" 


HEADLINE  NEWS —"BROUGHT  TO  LIFE"! 

"HEADLINES  IN  ACTION"  is  a  presentation  of  the  latest  headline 
news  in  its  most  thrilling  —  its  most  vivid  form  —  dramatization.    It's  a 
"morning  extra"  appealing  to  all  listeners  —  men  and  women,   young'; 
and  old  alike  —  because  it  runs  the  complete  gauntlet  of  every  human 
emotion.   It's  a  revitalized  "Five  Star  Final"  or  "March  of  Time." 


A  FAST-MOVING  SHOW 

Four  —  and  more  often  five  —  headline  features  are  presented  dur- 
ing the  fifteen  minutes  the  show  is  in  progress.  "HEADLINES  IN  ACTION"^ 
never  lags  —  interest  is  sustained  to  the  very  end  leaving  the  listener! 
"wanting  more". 


NEWS   BROADCASTS  GROWING  IN  INTEREST 

Listener  interest  in  news  broadcasts  has  grown  by  leaps  and  bounds 
during  the  last  two  to  three  years.  Raymond  Gram  Swing,  Edwin  C.  Hill 
or  even  H.  V.  Kaltenborn  would  never  have  beem  able  to  assume  the 
national  prestige  they  now  enjoy  except  for  the  present  unbelievably 
high  interest  in  news. 

Advertisers  are  beginning  to  realize  the  importance  of  news  broad- 
casting. In  the  summer  of  1939,  news  and  commentators  together  took  up; 
7.5%  of  sponsored  network  time.  The  same  period  of  1940  witnessed  aj 
jump  to  11.9%!  Another  convincing  factor  —  news  broadcasnng  ranked 
seventh  in  percent  of  time  during  1939.   In  1940  it  rose  to  fourth! 


WFIL 


HEADLINE  FEATURES  PRE -TESTED 


Only  the  most  interestirxg  —  the  most  appealing  —  newspaper  head- 
ines  are  selected  for  ''HEADLINES  IN  ACTION."  Before  passing  the 
Program  Board,  they  must  meet  with  several  pre-determined  require- 
ments. Then  —  and  only  then  —  are  they  approved  for  production.  The 
stories  are  completely  rewritten  for  radio  with  music,  narration  and 
dramatization  all  being  used  to  create  the  perfect  illusion. 


V.' 

1  \ 

) 

\ 

PROMOTION 

WFIL  will  promote  "HEADLINES  IN  ACTION"  through  newspaper 
advertising,  publicity,  inserts,  radio  dealer  window  and  counter  displays, 
courtesy  announcements,  letters  to  trade  and  highlight  listings. 


REGIONAL  COVERAGE  AVAILABLE 

"HEADLINES  IN  ACTION"  is  now  being  fed  on  a  sustaining  basis  to 
ieight  stations  of  the  Quaker  Network  —  WGAL  Lancaster,  WAZL  Hazle- 
feon,  WEST  Easton,  WORK  York,  WKBO  Harrisburg,  W^SAN  Allentown, 
|WRAW  Reading.  Advertisers  having  regional  distribution  should  inves- 
tigate advantages  offered  by  the  Quaker  Network  which  include  only 
one  cost  for  talent,  multiple  merchandising  and  promotion;  also  rate 
savings  as  high  as  7.5%  compared  to  national  spot  charges. 


MAY  BE  SPONSORED  3  OR  5  TIMES  WEEKLY 


Talent,  script  and  studio  direction  — 

Bicadcijsi  Times  WFIL 

3  times  weekly  $  60.00 

5  times  weekly  90.00 

Station  time  extra. 


Quaker  Network 

$  90.00 
150.00 


(UimAeA 


560 


ON 

YOUR 

DIAL 


A    RADIO    STATION    IS    KNOWN    BY   THE 
COMPANY    IT    KEEPS 


WFIL  Honor  Roll  by  Industry  and  Client 


AMUSEMENTS 

Homid's  Pi«r 

Philadelphia  Gardens 

Steel  Pier 

Worner  Brothers 

WoU,  Irving  Enterprises 

Woodside  Park 

20th  Century  Fox  Film 

APARTMEHTS 

Ogontz  Manor 
2G01  Parkway 

AUTOMOTIVE 
Chevrolet  Co. 
Chrysler  Corporation 

Chrysler  Division 

Dodge  Division 

Plymouth  Division 
De  Soto  Philadelphia  Group 
Ford  Dealers  of  Philadelphia 
Ford  Motor  Co. 

Krouse,  H. — Studebaker  Dealer 
Philadelphia  Motor  Car  Co. 

BEVERAGES 
AUas  Wine  Co. 
Booth  Bottling  Co. 
Canada  Dry  Co. 
Gomborelli  &  Da  Vitto 
Gretx,  Wm.,  Brewing  Co. 
Guth,  Ernest  C. 
Mission  Bell  Wines 
Renault,  L.  N.,  &  Sons,  Inc. 
Roma  Wine  Co. 
Scheidt,  Adorn.  Brewing  Co. 
Spatola  Importing  Co. 
Welsh's  Grape  Juice  Co. 

CLEANERS  AND  DYERS 
Cummer  Products — Energine 

Cleaning  Fluid 
Doriner,  Anton,  &  Sons 
Naylee  Chemical  Co. 
Ruex  Company 

COSMETICS 

Dr.  Ellis  Sales  Co. 

lergens,  Andrew,  Co. 

Woodbury's 

DEPARTMENT  STORES 
Lane  Bryant 
Lit  Brothers 
Strawbridge  &  Clothier 

DRUGS 
Alkine  Co. 

American  Home  Products 
B  C  Remedy  Co. 
Borbasol  Company 
Beaumont  Laboratories 
Berg-Williams  Corporation 
Carter  Products  Co. 

Arrid 

Liver  Pills 


Comstock  Co.  Ltd.,  W.  H. 

Consolidated  Royal  Chemical  Corp. 

Dill  Company 

Emerson  Drug  Co. 

Eno,  J.  C,  Ltd. 

Ex  Lax,  Inc. 

Grove  Laboratories 

Ironized  Yeast  Co. 

Mennen  Company 

Miles  Laboratories 

Pepsodent  Company 

Phillips  Chemical  Co. 

Pinex  Company 

Pinkham,  Lydia 

Semler,  R.  B.,  Co. 

Sloan's  Liniment 

Vicks  Chemical  Co. 

Watkins,  R.  L.,  Co. 

White  Laboratories 

Williams,  J.  B.,  Co. 

EDUCATION 

Air  Conditioning  Training  Corp. 

Better  Speech  Institute 

Industrial  Training 

Stroyer's 

ELECTRICAL  APPUANCES 

Connelly,  John 
Electrical  Association 
Electric  Storage  Battery 
Goldys  Radio  Co. 
Knapp  Monarch  Co. 
Nash  Kelvinator  Co. 
Philco  Distributors  of  Pa. 
Remington  Rand  Co. 
Westinghouse  Electric  Co. 


FOOD 

Abbott's  Dairies 
American  Dairy  Association 
American  Popcorn  Co. 
Burk,  Louis 

Contadina  Tomato  Paste 
Continental  Baking  Co. 
D'Arrigo  Brothers 
Franck  Chicory  Co. 
General  Baking  Co. 
General  Foods 
Goldenberg,  D. 
Hecker  Products  Corp. 
Horn  4  Hardart  Co. 
Ivins,  I.  S.,  Sons 
Kellog.  H.,  &  Sons 
Kellogg  Sales  Co. 
Lowe,  Joe,  Corp. 
Maltex  Company 
Mangol-Herold 
Morrell,  John,  &  Co. 
Morrison  Company 
Mueller's  Macaroni  Co. 
Parkway  Baking  Co. 
Peter  Paul.  Inc. 
Philadelphia  Dairy  Products 
Quaker  Oats  Co. 
Ralston  Purina  Co. 
Ritter,  P.  J. 


Rockwood  Candy 

Sharpless-Hendler  Ice  Cream  Co. 

Standard  Brands 

Strode  Meat  Products 

Supplee- Wills-Jones 

Swift  &  Company 

Virginia  Dare  Extract 

Vogt.  F.  G. 

Ward  Baking  Company 

Washington  Apples 

Whitman  Candies 

Zy-vo  Corporation 

FUELS 

D.  L.  &  W.  Coal  Company 
Keystone  Coal  &  Wood 
Patterson.  Jos.  M. 

HOUSE  FURNISHINGS 

Bailey's 

Bandlers' 

Davis,  John,  Furniture  Co. 

Fritt  and  LaRue 

Hurst,  Henry  A. 

Lichtey's 

Quaker  City  Home  Supply  Co. 

West  End  Furniture  Co. 

Will  Brothers 

LAUNDRIES 
Day  &  Frick  Co. 
Holland  Laundry 
Montrose  Laundry 
Sno-White  Laundry 

LAUNDRY  SOAPS.  ETC. 
Colgate-Palmolive-Peet  Co. 
Fels  Naphtha  Soap  Co. 
Iowa  Soap  Company 
Lever  Brothers 
Manhattan  Soap  Co. 
Pacific  Coast  Borax  Co. 
Proctor  &  Gamble 
Hershey  Estate* 

MISCELLANEOUS 

Ace  White  Shoe  PolUh 

Algase.  Dr. 

Bell  Telephone  Co. 

Benrus  Watch  Co. 

Cat's  Paw  Rubber  Co. 

Commonwealth  of  Pennsylvania 

Delaware  Pk.  St.  &  Race  Assn. 

Dreer,  Henry 

DuPont,  E.  I. 

Gardner  Nursery 

Gruen  Watch  Co. 

Lee  Tire  &  Rubber  Co. 

Mallas,  Dr. 

Marco  Dog  Food 

Morion's 

Northwestern  National  Bank 

Park  Distilling  Co. 

Pennsylvania  Rubber  Co. 

Shealler.  W.  A..  Pen  Co. 

Sherwin  V/illiams  Co. 

Standard  Coated  Products 


Tappins 

Wilson  Line,  The 

Wurlitzer.  Rudolph,  Co. 

OPnCIANS 

Commonwealth  Optical  Co. 
Criden.  Rosen  &  Sharp 
Gainsburg  Optical  Co. 

PUBUCA-nONS 
Crowell  Publishing  Co. 
Daily  News 
Evening  Bulletin 
Evening  Public  Ledger 
Friday  Magazine.  Inc. 
Liberty  Magazine 
MacFadden  Publications 
Philadelphia  Inquirer 
Philadelphia  Record 
Street  &  Smith 

PETROLEUM 
Atlantic  Refining  Co. 
Gulf  Refining  Co. 
Major  Oil  Co. 
Richfield  Oil  Co. 
Sun  Oil  Co. 
Texas  Co. 
Tidewater  Oil  Co. 

RESTAURANTS 
Fortside  Inn 
Mayflower  Restaurant 

TOBACCO 

American  Tobacco  Co. 
Axton-Fisher  Tobacco  Co. 
Bayuk  Cigars 
Brown  &  Williamson 
Grabosky  Cigars 
Lorillard.  P..  Co. 
Morris.  Philip.  Co. 
Reynolds  Tobacco  Co. 
Shubs 
Washington,  George 

TRANSPORTATION 
Canadian  Railways 
Greyhound  Lines 
Quaker  City  Bus  Co. 
Philadelphia  Transportation  Cc 
Public  Service  Co.  of  New  Jtne 
Yellow  Cab  Company 

WEARING  APPAREL 
Conformal  Footwear 
Diamond,  Bill 
Gerson.  Sam 
Goldman.  L. 
Locke,  Dr.,  Shoes 
Passon's 
Scholl.  Dr. 
Spencer  Shoes 
Stetson.  John  B. 
WUe,  Wm.  H..  Co 


II 


NBC  BLUE   •   KEY  STATION  QUAKER  NETWORK    •    MUTUAL 


REPRESENTED    BY    ED.    PETRY    &    CO..    NEW   YORK 


AIRING 
THE  NEW 


All  the  available  data  on  new  radio  programs.  No 
result    figures,    as    yet,    but    worth    reading    about! 


Drug  Products 


KID  WIZARDS  Local  adaptations  are  quick 
to  follow  on  the  heels  of  flourishing  network 
programs.  Witness  local  Major  Bowes  Ama- 
teur Hours,  Pot  O'  Golds,  etc.  Most  recent 
network  show  to  set  the  nation  talking,  Quiz 
Kids,  already  has  olifspring  scattered  through- 
out U.  S.  cities.  On  New  York's  station 
WHN,  Kid  Wizards  made  its  bow  as  a  sus- 
taining program  December  3.  Mid-February, 
New  Vitamized  Yeastfoam  Tablets  as- 
sumed sponsorship. 

Here's  how  the  program  works:  Affable, 
tweed-wearing,  Rutger  alumnus  Louis  Wolfe 
established  the  permanent  board  of  three  boys 
— Jay  Langner,  aged  10,  sports  expert;  James 
Keegan,  14,  science  authority;  Chick  Young, 
9,  history  wizard.  Each  week  two  guests  ap- 
pear on  the  program.  Their  qualifications : 
They,  or  someone  interested  in  having  them 
appear  on  the  program,  must  have  sent  in 
a  question  which  stumped  the  experts;  they 
must  be  less  than  14  years  old.  Should  the 
board  come  out  with  a  100%  score,  the  same 
five  repeat  the  following  week.  To  every  pro- 
gram guest  goes  a  complete,  20-volume  set 
of  the  Book   of  Knowledge. 

To  those  who  submit  questions  that  are 
correctly  answered  go  books.  If  the  Kid 
Wizards  can't  answer  the  question,  sender 
gets  five  dollars  besides  the  privilege  of  send- 
ing a  guest  on  the  program. 

air  FAX:   First  Broadcast:   December  3,    1940. 
Broadcast  Schedule:    Tuesday,   9:00-9:30   P.M. 
Preceded  By:   News. 

Competition:      We,      the     People      (CBS);      Musical 
Americana    (NBC). 
Sponsor:    Royal   Chemical   Corp.,   for  New   Vitamized 

Yeastfoam    Tablets. 
Station:   WHN,  New  York,  N.   Y. 
Power:    5,000    watts. 
Population:    7,346,272    (1940). 
Agency:   Benson   &   Dall,   Inc.,   Chicago,   111. 

COMMENT:   In  order  to  secure  high  public 


interest  in  a  program  of  this  type,  questions 
must  be  sufficiently  difficult  to  baffle  adult 
listeners.  The  harder  the  questions,  the  bigger 
your  audience.  Sample  question:  ''Identify  the 
following  famous  streets:  Downing  Street, 
Baker  Street,  Gabby  Street." 

Ingenious  is  Kid  Wizard's  method  of  get- 
ting questions  and  program  talent  with  a 
single  stroke. 

Shoes 

MR.  FIXER  In  Yakima  (Wash.)  veteran 
KIT  spot  announcement  buyer  Economy 
Shoe  Store  resolved  to  try  15-minute  pro- 
grams, hired  a  man  to  do  nothing  but  solve 
other  people's  problems.  Selling  a  low  priced 
shoe,  seeking  a  large  labor  and  farm  audience, 
sponsor  created  Mr.  Fixer,  who  twice  weekly 
reads  letters  from  Yakima  families  soliciting 
help. 

Requests  span  from  triple  twin  beds  to 
houses.  Requests  for  shoes  are  investigated, 
donated  by  sponsor  if  case  is  found  to  be 
actually  needy.  In  the  waste  basket  go  all 
money  pleas.  Every  letter  must  be  signed,  but 
only  initials  are  actually  aired. 

Program  format  includes  request  readings 
and  results.  Letter  and  sales  influx  are  lead- 
ing sponsor  to  consider  adding  a  third  period 
to  the  program.  A  picture  of  Mr.  Fixer  under 
the  caption,  "Home  of  Mr.  Fixer,"  embel- 
lishes sponsor's  window. 

AIR   FAX:    First  Broadcast:   January   21,    1941. 
Broadcast  Schedule:   T-Th.,   9:15-9:30   A.M. 
Followed    By:    Ma   Perkins    ( Don    Lee   Network    dra- 
matic   serial ) . 

Sponsor:   Economy  Shoe  Store. 
Station:   KIT,   Yakima,  Wash. 
Power:    1,000    watts. 
Population:    36,326. 

SAMPLE   SCRIPT  AVAILABLE. 

COMMENT:  Program's  success  depends  on 
Mr.  Fixer  s  ability  to  get  results  from  his  re- 
quests. The  more  results,  the  more  requests. 
And  so  grows  the  show.  Mr.  Fixer's  role 
must  be  handled  by  a  resourceful  person  able 
to  act  in  any  kind  of  emergency.  He  must  be 
well  acquainted  with  the  home  town,  have  a 
host  of  connections  to  get  results. 


Leatherette  Binders 

for 

Radio  Showmanship 

The   compact   way   of   keeping   your   issues    in    a 
permanent,   chronological   group. 

Holds   18  Issues  One  Dollar 

RADIO   SHOWMANSHIP 
11th   at  Glenwood  MINNEAPOLIS 


MARCH- APRIL,      1941 


103 


SHOWMANSHIP 
IN  ACTION 


Those    extra   promotions    and   merchandising   stunts 
that  lift  a  program  out  of  the  ordinary. 


Automobiles 

BITS  FROM  THE  BATTERIES  Joining  the 
ranks  of  army  program  sponsors  is  Cham- 
bers Motor  Co.,  who  brings  to  New  Castle 
(Pa.)  news  of  the  home  boys  stationed  at 
Camp  Shelby,  Miss. 

At  the  time  of  the  boys'  exodus,  cooperative 
station  WKST  broadcast  a  30-minute  pro- 
gram from  the  Pennsylvania  Railroad  station 
starting  from  the  time  the  boys  marched  into 
the  station  until  the 
train  conductor  warned, 
*'A11  aboard."  On  the 
spot  was  alert  sponsor 
Chambers  Motor  Co. 
to  present  the  battery 
with  the  recording  ma- 
chine to  be  used  for  the  « 
transcribed  shows.  /  \ 

Report  from  Cham-  ^ — ^ 
HERS  Motor  Co.:  Day 
following  first  broadcast 
(February  2)  a  custom- 
er strolled  in,  inquired  for  "the  car  advertised 
on  your  radio  program  yesterday."  One  hour 
later  he  drove  away  in  a  $700  used  car. 

AIR  FAX:  On  the  Monday,  Wednesday,  Friday  broad- 
casts, news  consists  of  telegraphed  information  (sent 
by  a  special  correspondent)  on  events  of  the  previous 
camp  day  and  night,  including  any  unusual  training 
and  activities.  On  Tuesday,  Thursday,  Saturday, 
transcribed  camp  interviews  are  aired,  wherein  son 
John  relates  his  part  in  the  training  program,  his 
impressions  of  camp  and  army.  Commanding  officers 
of  the  two  Batteries,  Captains  Mitchel  and  Goehring, 
personally  report  to  parents  and  friends  on  the 
men's    health,    general    conduct. 

Program    commercials    consist    of    a    30-word    intro- 
duction,   100-word  major  plug  on  a  specific  used  car, 
a    50-word    sign-off.     The    used    car,     not    advertised 
elsewhere,    is    changed    daily. 
First  Broadcast:   February  2,    1941. 
Broadcast   Schedule:    Daily,    5:40-5:45    P.M. 
Preceded    By:    News. 
Followed  By:  Ted  Steele. 
Sponsor:    Chambers   Motor   Co. 
Station:    WKST,    New    Castle,    Pa. 
Power:    1,000   watts. 
Population:    51,092. 

COMMENT:  No  fatigable  enthusiasm  is  that 


of  home  towners  for  army  programs.  Just  as 
long  as  home  boys  are  encamped,  so  long  will 
sponsor  have  an  attentive — and  appreciative 
home  audience.  For  regulations  for  local 
radio  sponsors  who  are  interested  in  army 
camp  broadcasts,  see  January  issue,  The 
Readers  Write,  p.  38,  for  an  interesting  letter 
by  Edward  M.  Kirby,  newly  appointed  to  the 
Radio  Division  of  the  United  States  Army. 
For  review  of  another  army  program,  see 
Life  in  the  Army,  February  issue,  p.  66. 


Beverages 

YOU'RE  THE  PLAYER  Purely  coincidental 
are  the  parallel  baseball  and  beverage  peak 
seasons,  but  the  results  the  Coca  Cola  Bot- 
tling Co.  of  Cincinnati  (Ohio)  reaped  were 
no  coincidence.  At  the  outset  of  the  National 
League  baseball  season  (about  April  15), 
sponsor  took  WKRC  air  time  with  a  baseball 
quiz  program  that  pulled  some  800  letters 
weekly,  gave  away  some  700  bottles  of  Coca 
Cola  daily.  Result:  A  Coca  Cola  conscious 
Cincinnati  throughout  a  hot  summer.  Spon- 
sor promoted  his  radio  promotion  with  news- 
paper ads,  moving  picture  "trailers"  in  30 
local  theaters. 

AIR  FAX:  Game  operation:  18  people  are  selected 
from  the  audience  gathered  to  witness  the  broadcast. 
As  in  a  regular  baseball  game,  nine  participants  are 
used  on  each  team.  WKRC  staff  men  Mike  Hun- 
nicutt  and  George  Sutherland  conduct  the  show,  act 
as  managers  of  the  two  teams,  each  asking  the  ques- 
tions of  the  batters  of  the  rival  teams.  A  correct 
answer  by  the  batter  scores  a  run;  a  wrong  answer 
retires   the   side. 

The  listening  audience  is  asked  to  send  in  ques- 
tions concerning  baseball.  If  a  question  is  used  on 
a  winning  team,  sender  receives  the  equivalent  of  a 
case  of  COCA  COLA;  if  question  is  used  on  a 
losing  team,  he  contents  himself  with  six  bottles  of 
COCA   COLA. 

After  each  game,  participants  on  the  winning  team 
get  six  free  bottles  of  COCA  COLA;  members  of 
the  losing  team  settle  for  two.  Star  participant  who 
drives  in  the  winning  or  tieing  run  gets  two  free 
tickets  to  a  Cincinnati  Reds  ball  game.  A  tally  is 
kept  of  the  number  of  games  won  by  each  team,  is 
displayed  for  the  audience  prior  to  and  during  each 
broadcast. 

First   Broadcast:   About  April    15,    1940. 
Broadcast     Schedule:     Monday     thru     Friday,     12:30- 
12:45   P.M. 

Sponsor:    Coca   Cola   Bottling   Co.   of  Cincinnati. 
Station:   WKRC,   Cincinnati,   Ohio. 
Power:    5,000   watts. 
Population:  685,945. 
Agency:   Chester  C.   Moreland  Co. 

COMMENT:  Timeliness  pays  big  dividends  in 
radio! 


Home  Furnishings 


BACKGROUNDS  FOR  LIVING  Ideally 
groomed  for  furniture  stores  anywhere  is  the 
outstanding  program  sponsored  by  Los  Ange- 
les' prominent  Barker  Brothers.  Originally 


104 


RADIO     SH  OWM  ANSH  IP 


initialed  to  boost  Barker  Brothers'  Small 
Home  Department,  the  show  has  increased 
general  traffic,  upped  sales  throughout  the 
entire  store. 

Thrice  weekly,  home  decoration  expert 
Edgar  Harrison  Wileman,  Barker  Broth- 
ers' consultant  in  charge  of  their  Home  Ad- 
visory Bureau,  schools  California  women  in 
tasteful  home  decoration  within  a  given  in- 
come. 

Results:  1)  Traffic  through  the  Small 
Home  Department  has  doubled;  personnel 
increased.  2)  Following  an  announcement 
made  at  the  end  of  just  three  15-minute  pro- 
grams, 1,500  requests  were  received  for  book- 
lets on  interior  decoration.  3)  A  two-day 
questioning  of  cash  customers  showed  a  58% 
listening  patronage.  4)  Sales  were  conclusive- 
ly traced  directly  to  the  program  through  the 
Home  Advisory  Bureau  manager's  conversa- 
sations  with  customers. 

But  mass  enthusiasm  for  a  program  just 
doesn't  sprout  overnight.  //  must  be  mustered. 
Barker  Brothers  promotion  is  persistent, 
consistent:  1)  For  the  first  five  or  six  weeks 
of  Backgrounds  for  Living,  every  bit  of  regu- 
lar newspaper  advertising  plugged  the  pro- 
gram. 2)  Every  elevator  in  the  store  has  its 
own  sign  repeating  the  story.  3)  Store  win- 
dows illustrate  ideas  discussed  on  the  pro- 
gram. 4)  Department  heads  are  advised  of 
subjects  currently  discussed.  5)  Audience 
shows  are  staged  from  the  Barker  Broth- 
ers' auditorium  at  eight-week  intervals.  6) 
Mr.  Wileman,  his  reputation  ever  expanding 
as  an  authority  with  furniture  facts  at  his 
fingertips,  accepts  engagements  to  address 
club  groups,  doesn't  overlook  the  opportunity 
to  boost  the  program. 

AIR  FAX:  Broadcasting  right  frotn  the  BARKER 
BROTHERS  stronghold,  specialist  Wileman  organizes 
his  program  broadly  to  include  Home  Planning  (se- 
lection of  building  lot,  architectural  forms,  floor 
plan,  points  on  convenience  of  layout,  etc.);  Home 
Decoration  (interior  wall  treatment,  etc.);  Home 
Furnishings  (furniture  placement  and  grouping,  se- 
lection of  draperies  and  upholstery  fabrics,  acces- 
sories, styles  of  furniture,  i.e.,  Eighteenth  Century, 
Early  American,  Maple,  etc.). 
First  Broadcast:  August  14,  1939. 
Broadcast  Schedule:  M-W-F,  2:15-2:30  P.M.  (Sum- 
mer  months    one    weekly    broadcast,    Wednesday). 


Followed     By:     Scattergood     Baines     (CBS     Dramatic 

Serial ) . 

Competition:   Lone  Journey    (NBC  Dramatic  Serial); 

News. 

Sponsor:    Barker    Brothers. 

Station:   KNX,   Los  Angeles,   Calif. 

Power:    50,000   watts. 

Population:    1,496,177    (1940). 

Agency:    Marion   Kyle   Advertising   Agency. 

COMMENT:  Emphasis  and  strength  of  this 
program  lies  in  its  service  to  women:  Valu- 
able ideas,  money-saving  suggestions,  aid  in 
tasteful  home  decoration  within  individual 
incomes.  A  functional  program  (i.e.,  one 
whose  entertainment  features  are  closely  in- 
tegrated with  the  product  it  is  selling)  has  a 
much  more  restricted  audience,  usually  falls 
down  on  most  general  surveys.  But  what  the 
survey  figures  don't  show  is  the  more  inten- 
sive selling  job  it  accomplishes  with  the  steady 
audience  it  does  pull. 

Gasoline 

D-X  SPECIAL  45-MINUTE  NEWS  BROAD- 
CAST On  January  24,  1941,  Mid-Conti- 
nent Petroleum  Corp.  stretched  its  15- 
minute  news  program  to  45  minutes,  congre- 
gated company  notables  from  sections  of  the 
country,  commemorated  its  1,200  broadcast 
of  the  regular  late  evening  news  on  Des 
Moines  (la.)  station  WHO. 

Dramatic  dedication  was  punctuated  by 
music  from  the  WHO  20-piece  studio  orches- 
tra. This  special  program  consisted  of  1 )  a 
resurrection  of  the  headline  (headache) 
world  events  since  inception  date  of  Mid- 
Continent's  broadcasts  (October  10,  1937)  ; 
2)  transcribed  excerpts  of  momentous  speech- 
es by  world  leaders;  3)  brief  remarks  by 
Harry  Flory,  European  manager  for  United 
Press,  just  returned  to  these  shores;  4)  other 
addresses  by  J.  O.  Maland,  vice-president 
and  manager  of  WHO,  Henry  Wurster, 
manager  of  Northern  Division  for  Mid- 
Continent;  R.  W.  McDowell,  vice-presi- 
dent of  Mid-Continent  Petroleum  Corp. 
Officiating  were  announcer  Jack  Kerrigan 
and  Diamond  D-X  news  reporter  Bob  Burl- 
ingame. 

AIR  FAX:  Broadcast  Schedule:  Regular  program: 
Daily,  10:15-10:30  P.M.  Special  broadcast:  10:00- 
10:45    P.M. 

Preceded  By:  Fred  Waring  in  Pleasure  Time    (NBC). 
Followed   By:   Woody   Herman's   Orchestra    (NBC). 
Sponsor:     Mid-Continent     Petroleum     Corp.,     Tulsa, 
Okla. 

Station:   WHO,    Des   Moines,   la. 
Power:    50,000   watts. 
Population:    142,559.  ' 

COMMENT:  Special  commemorations  not 
only  add  prestige  to  a  program  and  its  prod- 
uct, but  also  stimulate  interest  for  more  loyal 
listening. 


ARCH-APRIL,      1941 


105 


Livestock 

LIVESTOCK  AUCTIONS  Direct  from  the 
arena  of  the  Clovis  Livestock  Sales  Co. 
pavilion  has  come  the  voice  of  the  auctioneer 
over  Clovis'  (N.  M.)  station  KICA  for  the 
past  two  years. 

Twice  weekly  he  has  begun  with  a  descrip- 
tion of  the  sale  cattle,  horses,  mules,  wheedled 
his  audience  into  bidding,  successfully  con- 
cluded the  sale  during  air  time.  Mutual  ad- 
vantage of  broadcast  auctions  have  been  ex- 
pressed by  sponsor  and  farmers,  ranchers, 
livestock  men.  During  the  summer  months, 
when  livestock  is  scarce,  radio  time  is  cur- 
tailed to  a  weekly  half-hour,  the  horse-mule 
and  cattle  sale  combined. 

AIR    FAX:    Program   is    entirely   ad-libbed,    entrusted   in 
the  deft  hands  of  the  auctioneer. 

Broadcast  Schedule:  W-F,  2  Vi   hours  weekly. 
Preceded  By:   Moments  in  Melody. 
Followed  By:   What  Is  it? 
Sponsor:    Clovis   Livestock   Sales   Co. 
Station:   KICA,   Clovis,  N.   M. 
Power:    100  watts. 
Population:    13,590. 

COMMENT:  In  whatever  commercial  field 
auctions  have  been  used —  automobile,  tobac- 
co, livestock — they  have  been  found  to  be  ef- 
fective radio  material. 

Meat  Products 

KIDDY  CLUB  Just  to  bring  a  gift  of  food 
home  for  mother,  children  in  Little  Rock, 
Ark.  have  been  putting  on  a  kid  show  over 
KARK  for  two  years.  The  program  is  com- 
pletely unrehearsed.  Two  sponsors  share  time 
— C.  Finkbeiner,  Capital  Pride  Meat  Prod- 
ucts sponsors  the  first  half-hour.  Meyer's 
Bakery  handles  the  second  half-hour. 

Child  entertainers  are  picked  at  random 
from  the  Saturday  morning  audience.  They 
do  whatever  they  like  on  the  show.  Spon- 
taneity of  child  talent  turns  the  trick.  Like 
"Bright  Sayings  of  Children,"  one  never 
knows  what  will  come  out.  Versatile  Paul 
Godt,  KARK's  program  director,  accom- 
panies the  children  on  the  piano. 

Advertising  tie-ins  include  a  weekend  fea- 
ture of  special  items  in  the  stores  carrying 
Finkbeiner's  products  and  Meyer's  bakery 
goods.  One  of  the  items  featured — pound  of 
butter,  a  ham,  a  cake  or  loaf  of  bread — is 
given  to  each  child  who  entertains.  These 
gifts  for  the  family  larder,  plus  the  opportun- 
ity to  appear  over  the  air,  have  been  drawing 
a  full  audience  every  Saturday  morning  for 
two  years. 

Stores  throughout  Arkansas  carrying  these 
products  report  rushing  weekend  business. 
Truck  signs,  point  of  sale  signs  plug  the  show. 


AIR  FAX:  Two  half-hour  children's  shows  with  spon- 
taneous,  unrehearsed  entertainment  by  members  of  the 
audience. 

Broadcast    Schedule:    Saturday   morning. 

Sponsors:     Capital     Pride     Meat     Products,     Meyer's 

Bakery. 

Station:   KARK,   Little  Rock,  Ark. 

Power:    1,000    watts. 

Population:    110,000. 

COMMENT:  KUdy  Club  proves  two  things. 
1 )  You  don't  have  to  flaunt  dolls  and  bicycles 
in  children's  faces  to  attract  them.  2)  Juve- 
nile shows  bring  adult  sales  response. 


Tobaccos 

FARM  MARKET  REPORTER  No  gamble 
for  the  sponsor  desiring  an  "in"  on  farm 
radios  is  a  program  patterned  after  Farm 
Market  Reporter.  Tried,  tested,  the  program 
delivers  sure-fire  material — farm  news  about 
crops,  farming  in  general,  up-to-date  market 
prices  on  cattle,  dairy  products,  chickens,  etc. 
Not  content  merely  to  have  the  information 
there  for  the  turning  of  the  dial,  sponsor  P. 
LorillardCo.  focuses  attention  on  promotion, 
makes  certain  that  every  farmer  is  aware  of 
the  program.  Publicity  barrage:  Letters  to  all 
farm  bureaus  and  county  agenfs  in  Michigan 
calling  attention  to  the  program,  requesting 
they  call  it  to  attention  of  all  their  farmer 
contacts;  a  green  seal  ("Tune  in  Farm 
Market  News  Monday  thru  Friday,  etc.")  is 
attached  to  all  invoices  and  letters  released 
by  the  Michigan  Livestock  Exchange;  each 
station  of  the  Michigan  Radio  Network  plugs 
the  shows  with  special  announcements. 

AIR  FAX:  For  greater  program  prestige,  specialist 
George  J.  Boutell,  manager  of  Michigan  Livestock 
Exchange,  quotes  the  market  prices,  in  addition  to 
the  Farm  Market  Reporter  himself.  Musical  spice  is 
supplied  by  the  Hayloft  Serenaders  under  Pete 
Angel's  direction. 
First  Broadcast:   January   6,    1941. 

Broadcast     Schedule:     Monday     thru     Friday,     12:15- 
12:30   P.M. 

Sponsor:   P.   Lorillard   Co.    (makers  of  Union   Leader 
Tobacco ) . 

Stations:    WXYZ,  -Detroit     (key    station,    from    which 
program  originates);   WIBM,  Jackson;   WFDF,  Flint; 
WELL,   Batrie  Creek;   WJIM,  Lansing;   WBCM,   Bay 
City;   WOOD,  Grand   Rapids    (Mich.). 
Total  Population:   2,239,249. 
Agency:  Lennen  &  Mitchell,  New  York,  N.  Y. 

COMMENT:  Unique  problem  facing  the  na- 
tional sponsor  who  wants  to  reach  a  farm 
audience:  Realizing  that  farm  news  is  the 
farmers'  most  vital  interest,  he  nonetheless 
cannot  buy  network  time  to  reach  farmers 
throughout  the  nation  in  one  compact  pro- 
gram. Fruit  farmers  in  California  do  not 
have  the  same  interests  as  Minnesota  wheat 
growers ;  Carolina  tobacco  raisers  switch  off 
their  dials  at  Montana  cattle  prices.  Best  so- 
lution to  the  problem  is  the  regional  network. 


106 


RADIO     SHOWMANSH  IP 


Women's  Wear 

BOY  COMMENTATOR  While  hidebound 
wiseacres  wagged  their  heads,  common-sensi- 
cal  Charis  Corset  Shop  crowed  over  its 
brand  new  "ear-opener"  news  program.  De- 
termined to  lift  its  program  out  of  the  ruck, 
sponsor  signed  as  news  commentator  16-year- 
old,  tall,  lean,  quick-thinking  radioracle  Bud- 
dy Darezzo.  With  a  thirst  for  fresh  ideas, 
Darezzo  presents  a  vibrant  account  of  per- 
sonalities in  the  news,  human  interest  stories 
— "a  stereoscope  of  news  pictures  of  the  day, 
giving  a  new  dimension  to  events  affecting  our 
lives." 

No  oratorical  ingenue,  Darezzo  first  spoke 
on  "Americanism"  before  a  Los  Angeles 
American  Legion  group  at  the  age  of  three, 
has  since  addressed  Rotary,  Kiwanis,  Lions 
Club,  veteran  organizations.  At  the  ripe  age 
of  ten,  he  politicked  throughout  California 
delivering  30  campaign  speeches  for  former 
Governor  Frank  F.  Merriam. 

AIR  FAX:   First  Broadcast:   January  5,   1941. 
Broadcast  Schedule:  Sunday,  2:00-2:15   P.M. 
Preceded   By:    Home   Town    Harmony. 
Followed    By:    Dance    Matinee. 
Competition:    News,    Pianist. 

Sponsor:    Charis    Corset    Shop     (bay    region    distribu- 
tor of  women's    foundation   garments). 
Station:    KROW,   Oakland,    Calif. 


16-year-old  Buddy  Darezzo,  one  of  radio's 
youngest  commentators,  presents  "a  stereoscope 
of  news  pictures  of  the  day"  each  Sunday,  2:00 
to  2:15  P.M.  Buddy  does  all  his  own  research 
work  after  studies  at  Oakland  High  School, 
Oakland,    Calif.,    where    he    is    a    junior    student. 


Power:    1,000  watts. 
Population:    284,063. 

COMMENT:  These  days  when  news  pro- 
grams multiply  like  flies,  progressive  spon- 
sors seek  an  unusual  twist  to  lure  listeners. 
Sponsor  Charts  introduces  one  outstanding 
way. 


Leatherette  Binders 

for 

Radio  Showmanship 

The  compact  way  of  keeping  your  issues  in  a 
permanent,  chronological   group. 


Holds  18  Issues 


One  Dollar 


RADIO   SHOWMANSHIP 

11th  at   Glenwood  MINNEAPOLIS 


MARC  H  -  AP  R  I  L,      1941 


107 


SHOWMANSCOOPS 

RADIO   SHOWMANSHIP   welcomes   unusual   photographs   of   merchandising 
stunts  used  by  businessmen  to  promote  their  radio  programs.   One  dollar  will 
be   paid    for  pictures   accepted.    If   you    wish   photographs    returned,    please   in- 
clude self-addressed,  stamped  envelope. 


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Left  .  .  .  Into  Buffalo  (N.  Y.)  grocery 
stores  went  stations  WGR-WKBW  with 
an  impressive  display  of  products  pro- 
moted on  their  stations.  Shoppers  were 
asked  to  identify  the  program  from,  the 
product.  Housewives'  high  scores  pleased 
both   station   and   sponsors! 


Below  .  .  .  When  spot  announcement 
buyer  FIRST  NATIONAL  STORES 
opened  two  new  super-markets  in  New 
Rochelle  and  White  Plains  (N.  Y.),* 
they  sponsored  12  interview  programs  on 
station  WFAS.  Special  events  chief  John 
Dillon  quizzes  Mrs.  Robert  Wood  as 
proud  store  manager  Joseph  H.  Mc- 
Carthy looks  on.  Each  person  interviewed 
got  a  two-dollar  bag  of  groceries  with 
the  compliments  of  the  new  store. 


.^^mm  f 


Above  ...  A  happy  group  of  Kiddy  Club  partic- 
ipants pause  for  a  moment  during  the  Saturday 
morning  fun.  For  complete  story,  see  Showmanship 
in    Action,   p.    106. 

Right  .  .  .  Alice  Meredith  receives  a  call  on  the 
line,  2241,  made  famous  by  JULIE'S,  INC., 
Columbia  (Mo.)  women's  specialty  shop.  Pianist 
Carl  Stepp  intently  tries  to  catch  the  request. 
For  complete  story,  see  Proof  O'  the  Pudding, 
p.    115. 

Below  .  .  .  From  jampacked  KMOX  Play- 
house in  St.  Louis,  HYDE  PARK  BREW- 
ERIES broadcast  their  year  round  Hyde 
Park  Sports  Quiz.  For  complete  story,  see 
Proof   O'   the  Pudding,   p.    112. 


WHAT  THE  PROGRAM  DID  FOR  MEJ 


This  is  the  businessman's  own  department.  Radio  advertisers  are  invited  to  exchange 
results  and  reactions  of  radio  programs  for  their  mutual  benefit.  Address  all  letters  to 
What  the  Program  Did  for  Me,  Radio  Showmanship,  11th  at  Glenwood,  Minneapolis,  Minn. 


Chiropractic 

THE  GOOD  HEALTH  PROGRAM  'This 
program  went  on  the  air  over  station  KIT  in 
Yakima,  Wash.,  approximately  twelve  years 
ago.  We  believe  it  was  one  of  the  very  first 
commercial  chiropractic  broadcasts  to  be  used 
consistently  in  the  United  States. 

"We  have  stayed  regularly  and  persistent- 
ly on  the  air  since  that  time,  because  inquiries 
and  patients  have  come  to  us  in  great  num- 
bers from  a  radius  of  150  miles,  giving  The 
Good  Health  Program  as  their  source  of  in- 
formation in  regard  to  our  location  and  type 
of  health  work. 

"We  have  found  this  medium,  radio,  to 
produce  more  traceable  returns  than  any  oth- 
er we  have  ever  used,  including  display  news- 
paper advertising  and  extensive  direct  by  mail 
circulation.  Our  program  has  definitely  been 
the  answer  to  our  educational  and  publicity 
problem." 

F.  M.  Begg,  D.C.,  Ph.C. 
The  Chiropractic  Clinic 
Yakima,  Wash. 

AIR  FAX:   For  complete  information,  sec  Proof  O'  the 
Pudding,  page    112. 

Dairy  Products 

THE  BIRTHDAY  CLUB  "Our  radio  pro- 
gram. The  Birthday  Club,  originated  at  our 
home  office  in  Abilene,  Texas,  nearly  three 
years  ago.  We  have  had  in  the  neighborhood 
of  152  consecutive  broadcasts  over  the  Abi- 
lene station,  and  Saturday  was  our  47th  here 
in  Big  Spring. 


"While  we  have  enjoyed  a  nice  healthy  in- 
crease in  business  during  the  last  three  years 
in  Abilene,  our  paramount  idea  in  this  pro- 
gram is  a  definite  tie-up  with  the  milk  buyers 
of  tomorrow.  The  slogan  of  our  products  is 
'they  taste  better,'  and  we  firmly  believe  if 
these  children  are  given  an  opportunity  of 
shouting  that  slogan  at  least  twice  during  the 
30-minute  broadcast,  naturally,  when  they 
become  the  milk  buyers  of  tomorrow,  they 
will  turn  to  the  products  'that  taste  better.' 
"Our  Abilene  club  started  with  200  mem- 
bers and  now  has  over  1,800.  Our  club  here 
in  Big  Spring  started  with  150  almost  a  year 
ago  and  now  numbers  700." 

Eunice  Bennett  Hurd 
Educational  Director 
Banner  Creamery 
Big  Spring,  Texas 

AIR  FAX:  Every  Saturday  afternoon  The  Birthday 
Club  meets  at  a  local  theater.  Club  members  enter- 
tain from  the  stage,  have  an  informal  good  time, 
beam  with  excitement  when  their  birthdays  are  ac- 
knowledged. 

First  Broadcast:   July,    1940. 

Broadcast  Schedule:    Saturday,    1:30-2:00   P.M. 
Sponsor:    Banner   Creamery,   Abilene,   Texas. 
Station:    KBST,    Big   Spring,    Texas. 
Power:    100   watts. 
Population:    17,500. 

COMMENT:  Farsighted  sponsor  has  applied 
an  age-old  principle  to  business,  i.e.,  by  im- 
printing indelibly  certain  facts  on  impression- 
able young  minds,  those  facts  will  carry  over 
into  maturity.  It  recalls  to  mind  a  favorite 
saying  of  noted  educators:  "Give  us  a  child 
between  the  ages  of  five  and  nine,  and  you 
can  have  him  the  rest  of  his  life." 


Electric  Appliances 


c^^ 


KELVINATOR  KOMPOSITIONS  "This 
series  of  programs  started  February  10  (on 
WIS,  Columbia,  S.C.)  for  this  year  and  will 
continue  five  days  per  we^k  straight  through 
until  August  1,  1941.  Frankly,  the  results  we 
are  obtaining  are  astounding.  (Sponsor  has 
used  radio  continuously  in  the  immediate 
past.) 

"We  have  just  receive  the  following  wire: 


110 


RADIO     SH  OWM  ANSH  IP 


'Figures  just  released  show  Carolina  Sales 
Corporation  to  be  number  one  outlet  in  the 
United  States  with  238%  dealer  sales  against 
quota  October  through  January  stop  Con- 
gratulations to  you,  Ed  Rawl,  your  whole- 
salemen,  and  your  entire  organization  for 
this  fine  performance  stop  Let's  encourage 
everyone  of  your  dealers  old  and  new  to 
guard  this  lead  throughout  the  year' — signed 
Kelvinator  Tasker." 

E.  E.  Rawl 
Sales  Manager 
Carolina  Sales   Corp. 
Greenville,  N.  C. 

AIR  FAX:  The  same  popular  recording  program  is 
aired  in  other  towns  within  the  Carolina  Sales  Corp's. 
territory. 

Broadcast  Schedule:    M-W-F,   8:30-8:45   A.M. 
Preceded   By:    Rhythm    Makers. 
Followed    By:    Novelettes. 

Sponsor:     Carolina    Sales    Corp.,    Greenville,    N.    C., 
distributor  for  Kelvinator  refrigerators. 
Stations:    WIS,    Columbia,    S.    C;    WPTF,    Raleigh, 
N.  C. 

Power:   WIS,   5,000  watts;   WPTF,   5,000  watts. 
Population:   Columbia,   71,704;   Raleigh,   37,379. 

SAMPLE   SCRIPT  AVAILABLE. 

COMMENT:  Here  is  one  case  where  radio 
can  really  take  a  pat  on  the  back.  Kelvi- 
nator's  leading  wholesaler  considers  results 
from  radio  outstanding. 

Surprising  indeed  is  the  effectiveness  of  this 
simple  radio  campaign:  Popular  music,  re- 
peated daily  at  a  time  when  housewives  like 
to  hsten  to  music. 


Ice-Fuel 

MORNING  MATINEE  "This  program  was 
started  on  December  5,  1938,  to  sell  the  output 
of  a  newly  reopened  coal  mine  owned  by  Des 
Moines  Ice  and  Fuel  Co.  The  plan  is  sim- 
ple, involving  careful  selection  of  good  tran- 
scribed music.  During  the  program,  two 
straightforward,  factual  commercials  are 
used. 

"Within  a  month,  definite  selling  impact 
was  felt.  Coal  was  being  featured  exclusively. 
Voluntary  orders  came  in  on  the  strength  of 
the  program. 

"Following  this  early  success,  the  program 
was  switched  to  refrigerators  and  ice,  and 
again  proved  effective  in  getting  prospects  for 
ice  refrigerators,  and,  incidentally,  ice.  The 
program  also  has  had  an  excellent  inspiration- 
al effect  on  personnel,  particularly  the  ice  and 
fuel  service  men  who  are  constantly  in  touch 
with  the  consumers.  It  has  been  found  that  a 
housewife's  mention  of  the  program  has  a  fine 
effect  on  the  men. 

"No  definite  figures  on  sales  increase  are 
available  because  other  media,  as  well,  are 
used.  However,  the  fact  that  the  program  is 


now  in  its  third  year  is  evidence  of  its  value." 
David  Ainsworth 
Vice-President 

Cary-Ainsworth,  Inc.,  Advertising 
Des  Moines,  Iowa 

AIR  FAX:   First  Broadcast:    December   5,    1938. 

Broadcast    Schedule:     Monday    thru    Saturday,    8:30- 

8:45   A.M. 

Preceded  By:   Wake  Up   and  Live. 

Followed  By:   Newsreel  of  the  Air. 

Competition:     The     Breakfast     Club      (NBC);      The 

O'Neils    (NBC   Dramatic   Serial). 

Sponsor:   Des  Moines  Ice   &   Fuel   Co. 

Station:   KRNT,   Des   Moines,   la. 

Power:   5,000  watts. 

Population:    159,819    (1940). 

Agency:    Cary-Ainsworth,   Inc. 

SAMPLE   SCRIPT  AVAILABLE. 

COMMENT:  Interesting  is  Mr.  Ainsworth's 
comment  that  Morning  Matinee  has  had  ex- 
cellent effect  on  sponsor's  service  men. 


Women's  Wear 

2241  "Being  a  college  shop  in  a  college 
town,  we  have  long  been  faced  with  the  prob- 
lem of  reaching  students  who,  through  our 
observation,  pay  little  or  no  heed  to  news- 
paper or  direct  mail  advertising.  This  is 
understandable  since  a  student's  day  is  cram- 
med with  things  far  more  important  to  him 
than  the  reading  of  advertising  matter. 

"We  feel  that  2241  has  solved  our  prob- 
lem. We  know  it  has  a  large  student  audi- 
ence, and  through  the  use  of  light,  breezy 
copy,  we  feel  we  have  definitely  accomplished 
our  purpose.  We  know  we  have  firmly  estab- 
lished our  slogan,  'Truly  Columbia's  Domi- 
nant Shop,'  in  the  minds  of  thousands  of  stu- 
dents ;  and  if  that  fact  has  been  established, 
they  must  also  have  absorbed  at  least  portions 
of  the  copy  which  precedes  our  slogan. 

"One  thing  that  may  be  of  special  interest 
is  the  increased  men's  patronage  for  gifts.  Al- 
most every  owner  of  a  women's  shop  knows 
only  too  well  the  sheepish  expression  of  a 
man  as  he  walks  through  the  door.  We  can't 
claim  to  have  eliminated  that  expression,  but 
through  constant  plugging  on  2241,  we  have 
been  able  to  draw  more  and  more  men,  even 
though  they  band  together  in  threes,  fours, 
or  even  sixes  for  'protection.' 

"All  in  all,  we  cannot  help  but  feel  that 
2241  has  contributed  in  a  large  way  toward 
enabling  us  to  remain  'Truly  Columbia's 
Dominant  Shop'." 

S.  C.  Steinberg 

Owner,  Advertising  Manager 

Julie's,  Inc. 

Columbia,  Mo. 

AIR   FAX:    For  complete   story  of   2241,  see  Proof  O' 
the  Pudding,  page   115. 


MARCH-APRIL,     1941 


111 


1 


PROOF  0' THE 
PUDDING 


Results  from  radio  programs,  based 
on  sales,  mails,  surveys,  long  runs, 
the   growth   of   the   business    itself. 


Beverages 

QUIZ  OF  TWO  CITIES  Since  October, 
1938,  the  GuNTHER  Brewing  Co.  has  been 
keeping  residents  of  Baltimore,  Md.  and 
Washington  D.  C.  in  a  civic  hubbub.  They 
pit  the  rival  cities  against  each  other  in  a  quiz 
contest  aired  on  local  stations  WFBR  in  Bal- 
timore and  WMAL  in  Washington  D.  C. 

Program  popularity  evidence:  Each  year, 
Gunther's  is  forced  to  hire  a  mammoth 
auditorium  for  several  broadcasts  to  take  care 
of  back  requests  for  tickets,  which  have  pyra- 
mided into  the  thousands. 

Earnings:  Just  for  appearing  before  the 
mike,  contestant  gets  two  silver  dollars.  For 
the  right  answer  to  the  special  bonus  question, 
ten  more  silver  dollars  are  added;  if  all  four 
questions  are  answered  correctly,  three  more 
dollars  are  awarded — a  total  of  15  dollars 
for  each  participant,  120  dollars  in  all. 

Sole  show  promotion  is  the  air  of^er  of  a 
five-dollar  cash  award  for  every  bonus  ques- 
tion sent  in  and  used  on  the  program.  Mer- 
chandising tie-in  is  a  mass  display  of  the 
brewery  products,  artfully  arranged  in  the 
corridor  outside  the  studio  where  the  broad- 
cast originates. 

AIR    FAX:    With    the   two   competing   teams    located    in 
separate    cities,     quizzers    can    use    the    same    sets    of 
questions,    truly    test   contestants'    superiority.    For    the 
listening    audience,    it's    a    match    that    calls    for    keep- 
ing score  and  rooting  for  the  home  team  in  the  man- 
ner   of    an    athletic    contest.    Emcees    Henry    Hickman 
(Baltimore)     and    Bryson    Rash     (Washington)     deftly 
play   on   town   rivalry. 
First    Broadcast:    October,    1938. 
Broadcast    Schedule:    Thursday,    7:30-8:00    P.M. 
Preceded   By:    John    W.    Vandercook    (NBC    News). 
Followed  By:   Good   News    (NBC). 
Competition:    Vox  Pop    (CBS)  :    Confidentially  Yours 
(MBS). 

Sponsor:  Gunther  Brewing  Co.,  Baltimore,  Md. 
Station:   WFBR,   Baltimore,   Md. 
Power:    5,000   watts. 
Population:    854,144     (1940). 
Agency:    RuthraufT,    Ryan,    Inc. 
Patented  by  Albert  B.  Buffington,   station  WFBR. 

SAMPLE  SCRIPT  AVAILABLE. 


COMMENT:  Primary  function  of  most  quiz 
shows  is  to  promote  rivalry  between  individ- 
uals. Quiz  of  Two  Cities  is  one  of  the  out- 
standing examples  where  team  competition 
has  been  successfully  substituted.  Other  nat- 
ural rivalries:  Between  big  industries,  schools, 
organizations,  professions. 


Beverages 


HYDE  PARK  SPORTS  QUIZ  A  local  ap- 
plication of  network  Information,  Please  in 
the  sports  field  is  this  popular  St.  Louis  pro- 
gram broadcast  directly  from  the  KMOX 
Playhouse  studio  before  a  studio  audience. 
Now  in  its  second  year,  the  show  pulls  a 
heavy  mail  response  running  into  several  hun- 
dred weekly  questions  and  requests  for  studio 
tickets. 

A  strong  believer  in  merchandising  tie-ins, 
sponsor  Hyde  Park  promotes  its  sports  quiz 
with  outdoor  posters,  window  displays,  car 
cards,  newspaper  space,  announcements  on 
KMOX. 

AIR  FAX:  Recognized  sports  authority  France  Laux 
puts  the  questions  to  his  "board  of  sports  experts," 
consisting  of  Jim  Gould  and  C.  Roy  Stockton  of  the 
ST.  LOUIS  POST  DISPATCH  sports  staff  and 
former  All  American  half-back  Cy  Casper,  now  a 
St.  Louis  radio  sportscaster.  A  fourth  member  is  in- 
variably an  outstanding  figure  in  the  sports  world. 

Two  dollars   is   awarded   for  each   question   used   on 
the    program.    If    the    experts    can't    answer    the    ques- 
tion,   sender    gets    four   dollars,    and    the    question    is 
open    to    anyone    in    the    studio    audience    who    volun- 
teers to  answer  in  hopes  of  winning  a  cash  award. 
First  Broadcast:   January  23,    1940. 
Broadcast   Schedule:    Friday,    6:30-7:00   P.M. 
Sponsor:    Hyde   Park   Breweries   Assn.,    Inc. 
Station:   KMOX,   St.  Louis,   Mo. 
Power:   50,000  watts. 
Population:    1,141,593. 
Agency:   Ruthrauff   8C  Ryan. 

COMMENT:  Capitalizing  on  the  tremendous 
American  interest  in  sports,  this  type  of  pro- 
gram, when  properly  presented,  can  be 
adapted  to  almost  any  type  of  business  ap- 
pealing to  men  anywhere. 


Chiropractic 


THE  GOOD  HEALTH  PROGRAM  Some 
twelve  years  ago  in  Yakima  (Wash.),  a  nu- 
cleus of  chiropractors  organized  under  the 
supervision  of  Dr. 
F.  M.  Begg,  became 
known  as  The 
Ch  I  ropr  actic 
Clinic.  Three  years 
later  (1932)  the  or- 
ganization took  KIT 
air  time  with  an 
ambitious  program 
of  three  half-hours 
weekly,      became 


112 


RADIO     SH  OWM  ANSH  IP 


radio  pioneers  in  their  field.  Radio  crusader 
Dr.  Begg  went  on  the  air,  conducted  "cards 
on  the  table"  conversations  with  his  listeners, 
sought  to  explain  in  layman  language  the 
chiropractic  system,  its  operation  and  bene- 
fits. Today,  as  Yakima's  leading  chiroprac- 
tors, The  Chiropractic  Clinic  surveys 
nine  years  of  broadcasting,  attributes  success 
to  radio. 

AIR   FAX:    Light  classical    music  fills   the  interludes   be- 
tween  Dr.    Begg's   talks. 
First    Broadcast:     1932. 

Broadcast   Schedule:    M-W-F,    1:00-1:30    P.M. 
Preceded   By:   Muse   and   Music    (Don   Lee   Network). 
Sponsor:    The    Chiropractic    Clinic. 
Station:    KIT,    Yakima,   Wash. 
Power:     1,000    watts. 
Population:    36,326. 

SAMPLE  SCRIPT  AVAILABLE. 

COMMENT:  With  its  need  for  building  con- 
fidence, the  chiropractic  field  has  proved  fer- 
tile ground  for  radio  programs  which  explain 
its  methods  of  operation.  For  sponsor  com- 
ment, see  What  the  Program  Did  for  Me, 
page   110. 


Dairy  Products  (others 


TEN  O'CLOCK  CLUB  Six  nights  weekly, 
members  of  the  Ten  O'Clock  Club  meet  for 
a  two-hour,  recorded,  musical  session  on  sta- 
tion KVFD  (Fort  Dodge,  la.).  It's  a  late 
hour  show  that  has  netted  over  20  partici- 
pating sponsors  direct  results. 

With  inconsistency  its  sworn  policy,  the 
club  presents  in  the  course  of  the  musical 
program  a  newscast.  News  sponsor  Gold 
Bar  Dairy  &  Coxfectioxery,  using  no 
other  advertising  medium,  proudly  reports 
an  unprecedented  ice  cream-buttermilk  busi- 
ness. At  any  time,  "Dean"  Bob  Carson  is  apt 
to  bring  live  talent  to  the  mike.  To  high 
schools,  other  organizations  are  dedicated  oc- 
casional meetings.  Even  studio  visitors  are 
put  to  work — reading  commercials! 

Originally  aired  10:00-11:30  P.M.,  the 
club  is  now  called  to  order  half  an  hour 
earlier,  as  a  result  of  a  host  of  new  sponsors 
and  some  300  nightly  calls.  Revealed  by  tele- 
phone checks  is  a  steady  busy  signal  on  three, 
jampacked.  trunk  lines  during  the  two-hour 
program. 

AIR  FAX:  Introduction:  "The  ticket  of  admission, 
always,  is  just  a  smile  and  a  dial.  The  password,  our 
phone    number.    Walnut    3761." 

Broadcast    Schedule:     Monday     thru     Saturday,     9:30- 
11:30    P.M. 

Preceded  By:    Music  Box   Revue. 
Followed  By:   Slumber  Music. 


Sponsor:  Gold  Bar  Dairy  &  Confectionery  (Others: 
Gillman  Drug  Store,  Health  Kraft  Institute,  Hi  Ho 
Tap  Room,  Walrod  Clothing  Co.,  Mid  Bell  Music 
Co..  Ewald  Trost  Insurance  Service,  Scandia  Bak- 
ery,   etc.). 

Station:    KVFD,    Fort   Dodge,   la. 
Power:   250   watts. 
Population:    21,895. 

COMMENT:  One  solution  to  the  age-old 
radio  problem  of  providing  quality  advertis- 
ing at  low  cost  to  the  small  merchant  has 
been  found  in  the  nighttime  recorded  request 
program.  The  more  informal  that  program 
can  be,  the  greater  its  chance  for  success. 


Before  and  after,  the  KVFD  (Fort  Dodge,  Iowa)  Ten 
O'clock  Club.  Announcer  Bob  Carson  starts  the  two- 
hour  musical  request  session  fresh  as  the  proverbial 
daisy,   ends   up   in   a   somewhat  wilted   condition. 


1 


MARCH-APRIL,      194 


113 


1 


Department  Store 

TELEPHONE  QUIZ  Success  story:  On  one 
of  its  Telephone  Quiz  programs,  sponsor 
Earl  Groth  &  Co.  promoted  heavily  a  sale 
on  towels  for  the  following  day.  Pandemo- 
nium broke  loose  the  next  morning  when  Fort 
Wayne  (Ind.)  housewives  sardined  into  the 
department,  very  nearly  cleaned  it  out,  rang 
up  for  this  department  its  biggest  sale  day 
in  the  history  of  the  store. 

Efficient  sponsor  conducts  regular  store 
meetings,  which  include  important  discussions 
about  the  program  and  the  commercial  copy 
for  each  individual  show.  Clerks  are  directed 
to  remember  the  product  plugged  on  each 
program,  emphasize  these  products,  if  possi- 
ble, in  any  casual  consumer  conversations,  re- 
gardless of  their  own  department. 

AIR  FAX:  Each  Wednesday,  Friday  night  during  the 
program  the  announcer  invites  anyone  to  call  in;  he 
answers  the  telephone  on  the  air,  asks  a  typical  quiz 
question.  For  every  correct  answer,  a  merchandise 
prize  is  awarded.  Capable  emcee  connects  some  10 
to  15  calls  per  quarter  hour. 
First  Broadcast:  December  11,  1940. 
Broadcast  Schedule:  Wednesday,  Friday,  8:00-8:15 
P.M. 

Preceded   By:    Information,   Please    (NBC    Red). 
Followed    By:    Basketball. 
Competition:    Gang    Busters. 
Sponsor:    Earl   Groth    &    Co. 
Station:   WGL,   Fort  Wayne,   Ind. 
Power:    250    watts. 
Population:    117,246. 
Agency:   Louis   E.  Wade,   Inc. 

COMMENT:  Many  time  buyers,  new  to  radio, 
expect  the  program  to  do  it  all.  Their  atti- 
tude: "All  right,  I'm  buying  time.  Now  show 
me  what  it  can  do  for  me."  Cooperative  atti- 
tude like  sponsor  Groth's  oftentimes  means 
the  difference  between  failure  and  results. 
Sponsor  should  get  his  entire  staff  behind  the 
program,  make  them  aware  of  every  program 
promotion. 


Drug  Products 


PONY  EXPRESS  ROUNDUP  Flexible  unit 
on  station  KFEQ  is  this  three-year-old  va- 
riety show  varying  in  length  according  to  the 
number  of  products  sponsor  Consolidated 
Drug  Trade  Products  Co.  is  promoting. 
Originated  as  a  half-hour  show,  it  now  fills 
the  daily  hour  between  three  and  four  in  the 
afternoon. 

Sales  stunt:  Each  product  has  its  own 
premium.  Present  give-aways  in  return  for 
box  tops:  Peruna,  a  Bible  Story  Book; 
KoLOR  Bak,  a  dictionary;  F.  A.  Stuart  Tab- 
lets, a  gold  cross  and  chain;  Kelpamalt,  a 
liberal  sample  to  everyone  sending  in  a  post- 
card requesting  the  product.  Here's  what  the 
mail  man  brought  the  past  three  months: 


Nov. 

Dec. 

Jan. 

F.  A.  Stuart  Co. 

771 

1324 

1260 

Kelpamalt 

562 

1600 

1296 

Peruna 

337 

956 

1123 

Kolor  Bak 

41 

74 

108 

AIR  FAX:  Variety  is  the  policy.  Music  prances  from 
hillbilly  to  classical,  includes  popular,  instrumental, 
vocal.  Entire  KFEQ  staff  of  12  entertainers  is 
rounded  up,  oblige  with  musical  requests,  anniver- 
sary and  birthday  announcements,  friendly  humor. 
KFEQ  program  manager  Harry  Packard  is  in  the 
driver's   seat   of   the   pony   express. 

Broadcast    Schedule:     Monday    thru    Saturday,     3:00- 
4:00   P.M. 

Preceded  By:    Minor  Clites. 
Followed  By:   Donna   Lee. 

Sponsor:     Consolidated     Drug     Trade     Products     Co., 
Chicago,    111.    (makers   of   Peruna,    F.   A.    Stuart   Tab- 
lets,   Kelpamalt,    Kolor    Bak). 
Station:    KFEQ,   St.    Joseph,    Mo. 
Power:    2,500   watts. 
Population:    88,908. 
Agency:   Benson   &'Dall,  Inc.,  Chicago,  111. 

COMMENT:  Important  point  to  remember 
when  dealing  in  premiums  is  to  pick  the 
premium  with  appeal  for  the  audience  you 
want  to  reach.  For  successful  give-aways, 
study  your  location,  your  entertainment,  your 
product. 

It's  difficult  to  draw  conclusions  from  Con- 
solidated Drugs'  results  on  their  various 
premiums.  Most  interesting  and  certainly 
most  effective  is  their  attempt  to  sample 
Kelpamalt  by  mail. 

Men's  and  Women's  Wear 

PIN  PATTER  January  19,  1941  sponsor 
Graff's,  Inc.  launched  a  bowling  program 
on  New  Orleans  station  WWL.  One  month 
later,  they  viewed  with  eye-blinking  delight 
a  23%  sales  swell.  Furthermore,  bowling 
alley  proprietors  showed  their  gratitude  by 
dropping  sale  of  bowling  shoes,  similar  equip- 
ment, referring  fans  to  Graff's.  Indicative 
of  audience  scope  is  the  influx  into  Graff's 
of  bowling  addicts.  Approximately  400  of  the 
800  bowling  league  members  have  called 
at  the  store. 

Apt  promotion:  Enclosed  in  all  mail  leaving 
Graff's  are  mail  pieces  in  the  shape  of  bowl- 
ing balls,  trumpeting  Pin  Patter. 

AIR   FAX:    Bowling  expert   Al    Godwin   delivers   a   brief 
editorial,    announces    the    past    week's    honor    roll    of 
outstanding   bowlers,    interviews  a   big-name   bowler. 
Consistent     sponsor     sends     Godwin     to     all     strategic 
bowling  meets.   From  the  Southern   Bowling   Congress 
in   Nashville    (Tenn.)    Godwin    reported   to  home   fans 
by    direct    line.    In    April    he'll    make    a    bowling    pil- 
grimage  to    St.    Paul    (Minn.)    with    the    New   Orleans 
team     for     firsthand     information     on     the     American 
Bowling    Congress    convening    there. 
First   Broadcast:    January    19,    1941. 
Broadcast    Schedule:    Sunday.    12:15-12:30    noon. 
Preceded    By:    Mass    from    Holy    Name    Church. 
Followed    By:    News. 
Competition:    Vass    Family    (NBC    Musical    group). 


114 


RADIO     SHOWMANSH  IP 


sponsor:   Graff's,  Inc. 
Station:    WWL,    New    Orleans,    La. 
Power:  50,000  watts. 
Population:    473,225. 

COMMENT:  Here's  the  reasoning  which  set 
this  sponsor  on  the  profit  track:  If  a  store 
associates  itself  with  a  sport  enjoying  a  phe- 
nomenal popularity  rise,  can  it  cash  in  on  that 
popularity?  Sales  figures  were  quick  with  the 
answer ! 

Tobaccos 

BASEBALL  RE-CREATIONS  Important 
WIND  (Chicago,  111.)  program  throughout 
the  baseball  season  is  this  regular,  evening, 
half-hour  re-enactment  of  the  game  played 
that  day. 

Proof  of  audience:  In  1940,  a  baseball  pen- 
cil set  was  offered  for  six  La  Fendrick  cigar 
bands  and  ten  cents.  Response  to  this  offer, 
which  ran  four  weeks,  netted  an  average  of 
200  requests  weekly.  In  1938,  erstwhile  spon- 
sor Thompson's  Restaurants  conducted  a 
contest  to  select  the  most  popular  baseball 
player  on  the  two  Chicago  major  league 
teams,  offering  a  $500  prize  to  the  winner. 
In  10  days,  11,000  mail  pieces  came  to  the 
station,  27,000  votes  were  polled  in  stores. 

AIR  FAX:  Jack  Drees,  whose  sports  announcing  was 
preceded  by  an  athletic  career  at  the  University  of 
Iowa,  where  he  was  awarded  all-conference  honors 
in  the  Big  Ten,  reports  the  play-by-play  broadcasts 
from  a  WESTERN  UNION  ticker.  Days  when 
neither  the  Cubs  nor  Sox  are  in  the  field,  the  game 
of  chief  interest  played  by  two  other  Major  League 
teams    is    broadcast. 

Broadcast   Schedule:    Monday   thru    Friday,    7:00-7:30 
P.M. 

Sponsor:     For     1941:     Congress     Cigar     Co.,     for     La 
Palina    Cigars. 

Station:    WIND,    Chicago,    111. 
Power:    5,000    watts. 
Population:    3,384,556    (1940). 
Agency:    Marschalk    8C    Pratt. 

COMMENT:  While  on-the-scene  broadcasts 
of  Chicago  baseball  games  have  a  huge  audi- 
ence, at  least  a  million  employed  men  cannot 
hear  these  games.  Furthermore,  at  5 :00  or 
5:30  P.M.,  when  they  quit  work,  the  news- 
paper editions  then  on  sale  do  not  carry  the 
complete  play-by-play  account  of  that  day's 
game.  That  baseball  fans  want  this  play-by- 
play account  is  indicated  by  the  fact  that  it  is 
the  main  feature  of  the  sports  pages  on  both 
the  final  edition  of  the  evening  papers,  and 
the  early  morning  papers. 

Women's  Wear 

2241  First  indication  of  this  request  pro- 
gram's popularity  came  from  the  telephone 
company,  who  presented  the  ultimatum: 
"Change    the    program    or    the    time — you're 


loading  the  lines!"  Columbia's  (Mo.)  station 
KFRU  changed  the  time. 

Sponsor  Julie's,  Inc.,  women's  specialty 
shop,  also  made  changes — in  its  advertising 
appropriation.  Formerly,  its  entire  budget  had 
gone  to  newspapers,  direct  mail,  radio  spot 
announcements,  other  media.  September  last, 
cajoled  into  giving  radio  a  substantial  test, 
sponsor  presented  2241  on  a  month's  trial. 
Outcome :  A  six  months  renewal,  complete 
reshifting  of  the  advertising  appropriation. 
Today  radio  gets  80%  of  Julie's  budget, 
sponsor  reports  increases  over  last  year  in 
every  department  of  his  store. 

Specific  results:  An  announcement  for 
ScHiAPARELLi's  "Shocking"  perfume,  labeled 
"Scamp  Package"  and  tagged  $7.50,  sold  out 
complete  stock.  A  like  announcement  on 
Elizabeth  Arden  candy  cane  cosmetic  line 
brought  like  results.  Significant  fact  is  that 
neither  item  had  been  advertised  in  any  other 
medium,  nor  had  they  been  displayed  in  win- 
dow or  show  case.  They  were  sitting  on  the 
back  shelf  of  the  store.  Radio  had  beaten  a 
track   to   them. 

As  exclusive  Columbia  representative  for 
Mademoiselle  Magazine's  fashions,  spon- 
sor plugged  this  fact  for  the  benefit  of  wom- 
en at  the  University  of  Missouri,  Stephens 
College,  Christian  College.  2241  brought 
college  callers. 

AIR  FAX:  Girl  announcer  Alice  Meredith  sits  at  the 
telephone  directed  into  the  studio,  receives  requests 
for  musical  numbers  on  the  now  famous  telephone 
number,  2241.  At  her  elbow  sits  pianist  Carl  Stepp, 
prepared  to  play  anything  that  may  suit  the  fancy 
of  a  college  coed  or  a  Columbia  housewife.  In  its 
sophomore  days,  2241  played  requested  tunes  in 
their  entirety;  now  it  tries  to  satisfy  more  customers 
by  obliging  with  a  few  bars  of  each  song.  Miss 
Meredith  also  delivers  the  commercials  in  a  light, 
breezy    vein. 

First   Broadcast:    September,    1940. 

Broadcast     Schedule:      Monday     thru     Friday,      1:30- 
2:00  P.M 

Preceded  By:    Symphony   Music. 
Followed  By:    News. 
Sponsor:    Julie's,    Inc. 
Station:    KFRU,    Columbia,    Mo. 
Power:     1,000    watts. 
Population:    14,967. 

SAMPLE   COMMERCIALS   AVAILABLE. 

COMMENT:  The  importance  of  experiment- 
ing with  various  radio  program  ideas  until 
the  right  one  is  discovered  cannot  be  too 
often  repeated.  Risk  is  involved,  to  be  sure, 
but  the  possible  gains  are  worth  striving  for. 
While  other  media  are  doing  good  jobs 
for  retailers,  radio,  when  it  strikes  a  respon- 
sive audience,  does  an  outstanding  job.  In  al- 
most every  town,  you  can  find  businesses  that 
have  grown,  not  overnight,  but  after  nights 
and  days  of  consistent  radio  advertising.  For 
sponsor  comment,  see  What  the  Programs 
Did  for  Me,  page   111. 


MARCH-APRIL,      1941 


115 


TRENDS 


A  rating  of  program  patterns  based  on  a  special  survey  of 
outstanding,  locally-sponsored  radio  programs  throughout 
the  country.  Let  the  TREND  of  these  ratings,  month  to 
month,  be  your  guide  to  better  buying. 


PROGRAM  RATINGS,  FEBRUARY,  1941 


Type 

Rating 

Last 
Month 

Change 

MUSIC 

33% 

35% 

-2% 

NEWS 

21% 

22% 

-1% 

QUIZ 

11% 

10% 

+  1% 

INTERVIEWS 

9% 

* 

* 

TALKS 

7% 

* 

* 

SPORTS 

7% 

6% 

+  1% 

DRAMA 

6% 

6% 

COMEDY 

6% 

6% 

*See   story    below    for   complete   details. 


GROUPS 

Men 

Women 

Childr 

Music 

.  .28% 

36% 

37% 

News 

26% 

20% 

9% 

Talks 

..    5% 

10% 

3% 

Interviews  . 

.  .    8% 

10% 

12% 

Quiz 

.11% 

11% 

10% 

Drama  .  .  .  . 

..    4% 

5% 

15% 

Sports  .... 

..13% 

2% 

4% 

Comedy  .  .  . 

...5% 

6% 

10% 

BREAKDOWN 

To  define  more  clearly  each  of  the  classifica- 
tions used  in  these  surveys,  it  is  necessary 
from  time  to  time  to  break  them  down  into 
their  component  parts. 


TREND   OF   TALKS   AND   INTERVIEWS 


17%      17% 


O  Interviews — 9' 

■   Talks— 7% 


16% 


SEPT.      OCT.      NOV.     DEC.      JAN.       FEB. 


For  the  past  six  months,  talks  and  inter- 
views have  been  tabulated  under  a  single 
heading,  and  programs  included  in  the  group- 
ing ranged  from  cooking  lectures  to  man-on- 
the-street  broadcasts. 

Starting  this  month,  a  complete  separation 
has  been  undertaken.  Under  the  heading, 
talks,  will  come  all  locally-sponsored  cooking 
lectures,  shopping  columns,  shows  giving  fash- 
ion or  interior  decoration  hints,  swap  shows, 
etc. 

Under  the  heading,  interviews,  will  come 
that  very  popular  character  known  the  coun- 
try over  as  the  "man-on-the-street,"  alias  the 
man  who  meets  the  trains,  the  man  who  came 
to  dinner,  also  the  man  who  just  sits  in  his 
studio  and  interviews  visiting  celebrities.  Defi- 
nitely not  in  this  classification  are  programs 
where  competition  for  prizes  is  all-important. 
These  we  categorize  as  quiz  shows. 

Interesting  to  note  in  our  last  glance  at 
the  combined  heading,  talks  and  interviews, 
(see  graph)  is  that  there  has  been  a  definite 
upswing  in  the  trend  of  this  type  of  program 
pattern  in  the  past  few  months.  Which  of  the 
two  factors,  talks  or  interviews,  caused  this 
rise  will  be  disclosed  in  the  months  to  come. 


TREND  OF  LOCAL  MUSIC  PROGRAMS 


36%      36% 


SEPT.      OCT.      NOV.     DEC.       JAN.       FEB. 


In  the  light  of  current  developments  in  the 
radio  industry,  music  is  the  most  interesting 
of  all  trends  to  follow.  In  keeping  with  the 
purpose  of  this  survey,  this  graph  reflects  only 
outstanding,  locally-sponsored  programs. 


116 


RADIO     SHOWM  ANSH  I  P 


I 


JOHNNY 
ON  THE  SPOT 


If  you  use  spot  announcements,  you'll  be  interest- 
ed  in  the   news,   reviews,   and   tips   in   this   column. 

How  many  words  should  a  spot  announce- 
ment have  for  greatest  effectiveness?  Have 
you  ever  asked  yourself  that  question?  Well, 
we  did. 

We  turned  to  businessmen,  advertising 
agents,  and  radio  station  executives  through- 
out the  country  for  a  possible  answer.  Here 
are  the  first  returns  of  our  survey.  It  is  im- 
portant to  note  that  this  is  a  qualitative,  not 
a  quantitative  analysis.  It  doesn't  tabulate 
the  number  of  50-word  announcements  being 
used  today,  etc.  Instead,  it  tells  which  per- 
centage of  the  very  best  announcement  cam- 
paigns on  each  station  are  20  words,  which 
are  50  words,  etc.  It  is  confined,  of  course, 
only  to  local  sponsors. 

GENERAL   APPEAL 


^•0 

20  word  announcements 

11% 

•0 

50  word  announcements 

18% 

•0 

100-125    word    announcements 

Totar 

ANNOUNCEMENTS 
Directed   to   Women   Only 

71% 
100% 

'G 

20  word  announcements 

8% 

0 

50  word  announcements 

14% 

•0 

100-125    word    announcements 

78% 

Total 

100% 

ANNOUNCEMENTS 

Directed   to   Men   Only 

'  0 

20  word  announcements 

17% 

0 

50  word  announcements 

6% 

:.    0 

100-125    word    announcements 

77% 

Total     100% 


YOURS 


for  the  asking 


ADDRESS    RADIO    SHOWMANSHIP 
11th    at    Glenwood,    Minneapolis,    Minn. 

SAMPLE    SCRIPTS    AVAILABLE 

Automobiles— Mr.     Yes     and     No      (see 

Sept.   issue,   p.    32). 
Bakeries — Musical    Arithmetic     (see    Feb. 

issue,   p.   72). 
Building     Materials — Homers     at     Home 

(see  Feb.  issue,  p.  58). 
Chiropractic — The  Good  Health  Program 

(see  pp.   110,    112). 
Dairy  Products — Junior  Town    (see  Dec. 

issue,  p.   136). 
Dairy  Products — Young  American's  Club 

(sec  Nov.  issue,  p.   110). 
Department  Stores — Hardytime  (see  Sept. 

issue,  p.  35). 
Drug     Stores — Five     Years     Ago     Today 

(see  Dec.  issue,  p.   146). 

Electric  Appliances — Kelvinator  Kompo- 
sitions    (see  p.    111). 

Electric  Appliances — Listen  and  Win   (see 

Dec.  issue,  p.   151). 
Electric     Appliances — Prof-it      (see     Sept. 

issue,   p.   28;   Oct.   issue,  p.   65). 

Flowers — An  Orchid  to  You  (see  Sept 
issue,   p.   35). 

Fuel — Smoke  Rings  (see  Dec.  issue,  p. 
126). 

Garages  (Others) — Boarding  House  (see 
Feb.  issue,  p.   73). 

Gasoline — Home  Town  Editor  (sec  Oct. 
issue,  pp.   73,   74). 

Gasoline — PDQ  Quiz  Court  (see  Dec. 
issue,   p.    134). 

Groceries — Food  Stamp  Quiz  (see  Sept. 
issue,   p.   33). 

Groceries — Imperial  Interlude  (see  Nov. 
issue,   p.    107). 

Groceries — Matrimonial  Market  Basket 
(see  Dec.  issue,  p.    154). 

Groceries  (Wholesale) — Hoxie  Fruit  Re- 
porter   (see  Jan.  issue,  p.  34). 

Groceries  (Wholesale) — Market  Melodies 
(see  Oct.  issue,  pp.  73,  74). 

Groceries  (Wholesale) — Women's  News- 
reel  of  the  Air  (see  Oct.  issue,  p. 
63). 

Ice-Fuel — Morning  Matinee  (see  p.  111). 

Laundries — Rock-a-bye     Lady     (sec     Feb. 

issue,   p.   47). 
Optometry — Good     Morning,     Neighbors 

(see  Jan.  issue,  p.  35). 
Shoes — Mr.  Fixer    (see  p.    103). 
Women's    Wear — Melodies    and    Fashions 

(see  Nov.   issue,   p.    112). 

SAMPLE    TRANSCRIPTIONS 

Betty   and   Bob    (sec   Oct.   issue,   p.    53). 

The    Enemy   Within    (see   Jan.    issue,    p. 

18). 
Pinocchio    (see  Sept.  issue,  p.   11). 

Secret    Agent    K-7     (see    Sept.    issue,    p. 

35). 
Stella  Ung«»r   (sec  Feb.  issue,  p.  56). 
Streamlined    Fairy    Tales    (see   p.    90). 


MARCH-APRIL,     1941 


117 


THE  READERS 
WRITE 

STELLA  UNGER 


I  have  seen  the  story  of  Stella  Unger  In  the 
February  issue  of  your  magazine,  and  I  be- 
lieve it  is  a  fine  air  analysis.  I  do,  however, 
want  to  call  your  attention  to  something  in 
paragraph  three,  that  is,  the  reference  to  our 
writing  and  producing  these  shows  right  in 
Hollywood. 

It  is  true  that  Miss  Unger  has  made  some 
records  in  Hollywood,  and  makes  trips  out 
there  from  time  to  time  to  interview  stars 
and  get  material,  but  her  actual  recording  is 
generally  done  in  New  York. 

Edward  Price  Ehrich 
Syndicated  Program  Sales 
NBC  Radio-Recording  Division 

New  York,  N.  Y. 

(Based  on  her  long  experience  in  the  cine- 
ma capital,  Stella  Unger  presents  Hollywood 
Headliners,  an  outstanding,  fast-moving,  five- 
minute,  behind-the-scene  picture  of  Holly- 
wood, transcribed  by  NBC  Radio-Recording 
Division,  available  for  local  radio  advertisers. 
.  .  .  Ed.) 


SAVANNAH  CENSUS 

Sirs: 

Your  story  regarding  our  program,  Musi- 
cal Arithmetic,  on  page  73  of  the  February 
issue  of  Showmanship  was  much  appreciated 
by  us.  We  feel  considerable  pride  in  being 
represented  in  a  magazine  with  the  exacting 
standards  yours   has. 

However,  in  relation  to  the  population  of 
Savannah,  your  account  was  in  error.  The 
1940  census  gave  Savannah  a  corporate  popu- 
lation just  short  of  100,000.  Defense  activities 
have  swelled  this  figure  by  some  30,000  of- 
ficers and  men  in  the  immediate  area. 

N.  W.  Brandon 
Advertising  Manager 
Station  WSAV 
Savannah,  Ga. 


THERE'S  GOLD  IN  THESE  BARS 

(Continued  from   page  92) 

pulls  in  its  audience  with  suspense  and  excite- 
ment. Golden  Bars  attracts  and  holds  an 
audience  by  giving  them  gentle  memories  of 
the  past. 

Fels-Naptha  Soap  Co.  makes  no  special 
demands  of  Miss  Lloyd  in  the  writing  of  her 
show.  It  was  originally  bought  by  them  be- 
cause they  felt  it  to  have  an  honest  warmth 
and  a  definite  appeal.  The  program  creates 
a  golden  mood  in  accord  with  the  Fels- 
Naptha  slogan:  "Golden  bars  and  golden 
chip;  Fels-Naptha  banishes  Tattle-Tale 
Gray." 

Rhona  Lloyd's  golden  songs  are  taking  the 
gray  out  of  many  a  workaday  morning. 
What's  more  important  to  the  businessman 
with  an  eye  to  his  ledger,  those  same  golden 
songs  are  selling  Fels-Naptha  soap! 


PUTTING  UNITY  INTO  COMMUNITY 

(Continued  from  page  93) 

in  national  defense  endeavors.  Mr.  Tinsley  is 
an  executive  in  a  large  wholesale  grocery.  He 
was  honored  with  special  broadcasts,  pre- 
sented with  a  bronze  plaque  designating  him 
as  First  Citizen. 

Looking  at  the  poll  from  a  broad  perspec- 
tive, it  was  far  more  than  an  efifort  to  select 
just  one  First  Citizen.  In  many  ways,  our 
method  is  comparable  to  that  used  by  the 
Chicago  independent  grocers  who  conduct  a 
monthly  contest  to  determine  the  person  who 
has  made  the  most  purchases  at  their  store. 
From  a  strictly  business  point  of  view,  the 
grocers  aren't  primarily  interested  in  how 
many  purchases  the  winner  made,  but  instead, 
the  total  purchases  everybody  made.  Similarly, 
we  give  an  opportunity  to  the  people  of 
Clarksburg  to  commend  all  civic  work,  to  ap- 
peal for  more  community  progress,  and  to 
cement  that  spirit  of  home  town  unity  which, 
wherever  it  is  strong,  makes  businesses  of 
every  kind  prosper  and  flourish. 


118 


RADIO     SHOWMANSH  IP 


P? 


NEXT  MONTH 


WILLIAM  M.  HICKEYy  president  of  Jack,  the  Tire  Expert,  Hartford,  Conn., 
puts  in  his  nomination  for  the  first  question  and  answer  radio  program  ever  produced  in  the 
United  States.  You'll  want  to  read  all  the  facts  in  Tire  Sales  Thru  the  Air! 

SURVEY  OF  FDRlVITUflE  RETAILERS   Radio  showmanship  presents  the 

first  in  its  series  of  Business  Surveys.  In  this,  the  National  Association  of  Retail  Furniture 
Stores  has  helped  Radio  Showmanship  uncover  the  correct  answers  to  selling  furniture 
through  radio.  How  often  should  radio  be  used?  How  much  money  should  be  spent?  You 
find  the  answers  to  these  and  many  other  important  questions  next  month ! 


TIMELY  NOTE 

Because  Showmanship  carries  stories  that  are  timed  at  least  a  month  in  advance, 
this  month's  issue  has  been  dated  March-April.  Our  next  publication,  released  on 
April  15th,  will  be  dated  May. 


THIS  IS  YOUR  SEVENTH  COPY  OF 


s 

^^^^^r  HOWAIANSHIP.  In  it  are  articles  concerning,  and  detailed 
descriptions  of  34  radio  programs  as  used  in  18  different  types  of  busi- 
ness fields.  One  of  these  program  presentations  may  prove  adaptable  in 
your  business.  The  Editors  of  Radio  Showmanship  &  Merchandising 
Review  welcome  and  will  promptly  answer  all  correspondence.  May  you 
enjoy  and  profit  from  this  issue. 


MAY  1941 


IN  THIS  ISSUE  . . .  PROGRAMS  AND  PROMOTIONS  FOR 


Auto  Supplies 


Gasoline 


*     Beverages     *     Department  Stores     *     Finance 
Groceries        *        Jewelry        *        Manufacturers 
Report  No.  1     j"^^^     Furniture 


ifiiB^tllBBi 
iiiilMiillil 


MDRF    TTTAM    A    MARAZTNF 


A    SKBVTRF 


YODR  BUSINESS  AT  A  GLANCE 

An  index,  classifying  by  businesses  the  various  articles  and  services  in  Radio  Shonmanship. 
It's  the  quick  way  to  find  out  what  others  in  your  business  field  are  accon>plishing  through  radio. 


Business  PAGE 

Amusements  149 

Auto    Supplies  135 

Beverages                                      149,  151 

Books  150 

Department   Stores - .  144 

Finance  137 

Gasoline 143,  151 


Business  PAGE 

Groceries  143,    148,    150 

Home  Furnishings  127,  128,  130,  152 

Jewelry 132 

Manufacturers 145 

Milling  149 

Shoes  148 


The  RS  Survey  of  Business  Fields 
Report  No.  1:  Furniture  ....  Page  130 


MARCH-APRIL 


Business  PAGE 

Automobiles 104 

Bakeries  90 

Beverages 104,  112 

Chiropractic  110,    112 

Dairy  Products  110,  113 

Department    Stores Ill 

Drug  Products                             103,   114 
Electric  Appliances  111 

Gasoline 105 


Business  PAGE 

Groceries 92 

Home    Furnishings 105 

Ice-Fuel  111 

Livestock 106 

Meat  Products  106 

Men's   Wear  86,   114 

Shoes  95,  103 

Tobaccos  106,  115 

Women's  Wear  86,  107,  111,  114,  115 


//  you   don't   hare   the   March-April   issue,   order   nowl 


CONTENTS 

MAY        1941 

VOL.  2  NO.  4 


Editorial  Advisory  Board 
Radio 

Herbert  Pettey 

New  York 
Ralph  Atlass 

Chicago 

WlLLIAAI    DOLPH 

Washington 
Henry  Johnston 

Birmingham 
Glenn  Snyder 

Chicago 
Philip  Lasky 

San  Francisco 
Roger  Clipp 

Philadelphia 
J.  Harold  Ryan 

Toledo 

Business 

Lorenzo  Richards 

Ogden,  Utah 
GusTAV  Flexner 

Louisville 
J.  Hudson  Huffard 

Bluefield,  Va. 
Maurice  M.  Chait 

Peoria,  III. 
Frank  J.  Ryan 

Kalamasoo,  Mich. 

Editor  and  Publisher:  Don  Paul 
Xathanson  and  S.  H.  Kaufman.  As- 
sociate Editors:  Norman  V.  Carlisle, 
Harold  Kahm,  Paul  Hellman.  Re- 
search Director:  G.  M.  Osman.  Busi- 
ness   Manager:    Norman    Lunde. 

Published  by  Showmanship  Publi- 
cations, Minneapolis,  Minn.  Subscrip- 
tion rate:  $2.50  a  year,  25c  a  copy. 
Address  editorial  correspondence  to 
Showmanship  Building,  Eleventh  at 
Glenwood,  Minneapolis,  Minn.  Tele- 
phone: Bridgeport  6228. 

Copyright  1941,  by  Showmanship 
Publications,  publishers  of  Radio 
Showmanship. 


Editorial  126 

Furniture  Sales  Thru  the  Air 127 

Joseph  Mendleson 

The  president  of  the  Mendleson  Furni- 
ture Galleries,  Buffalo,  N.  Y.,  was  in- 
troduced to  radio  by  accident  nine  years 
ago,  has  employed  the  medium  with  good 
purpose  ever  since. 

Created  for  Furniture  Retailers  Only  128 

An   RS  Air  Analysis 

The  impressive  merchandising  plan  be- 
hind a  transcribed  radio  show! 

The  Radio  Showmanship  Survey  of  Busi- 
ness Fields:  Report  No.   1 131 

How  do  U.  S.  furniture  stores  use  radio? 
How  often?  In  what  quantities?  With 
what  results?  The  editors  of  Radio 
Showmanship  present  the  facts  based 
upon  answers  to  a  questionnaire  sent  to 
2,000  retailers. 


Selling  Jewelry  the  Year  Round 
Ruth  Lake 


132 


Started    as    a    pre-Christmas  promotion, 

the  Wilkens  Jewelry  Store's  program  is 

still   going   strong   after   281  continuous 
broadcasts. 


(Continued  on  next  page) 


MAY,      194  1 


123 


The  Daddy  of  Them  All 

William   Hickey 


135 


".  .  .  and  that's  the  way  sales  have  been  since 
we  started  using  those  syndicated  transcribed 
spot  announcements  produced  by  Kasper- 
Gordon,  Incorporated!" 

For  the  benefit  of  those  who  do  not  know, 
Kasper-Gordon,  Incorporated,  one  of  the 
country's  leading  program  producers  and  dis- 
tributors of  transcribed  radio  shows,  were 
the  first  in  America  to  really  promote  the 
transcribed  spot  announcement — were  the 
FIRST  to  produce  musical  transcribed  spots 
— and  the  first,  again,  to  produce  and  pro- 
mote the  use  of  the  jingle  type  of  radio  spot. 
We  have  copies  of  our  promotion  and  trade 
paper  advertising  to  back  up  this  statement. 

As  pioneers  and  producers  for  nine  years, 
we've  learned  a  lot — and  we  have  put  that 
knowledge  into  the  production  of  seven  dif- 
ferent series  of  syndicated  transcribed  spots 
for  various  businesses — which  are  meeting 
with  immediate  acceptance  throughout  all  of 
North  America.  Others  have  copied  the  origi- 
nal idea — but  our   spots  SELL! 

"FUR  STORAGE  SHORTS" 

26  spots  for  furriers  and  others  in  this  game. 
"THE  MERRY  MOTHS" 
30  more  spots  to  promote  fur  storage. 
"THE  CLOTHES  HARMONY  TWINS" 
30  spots   for  men's   or  women's  clothing  re- 
tailers— cash  business  or  credit. 
"THE  HOUSEWIFE'S  FRIEND" 
30    spots    for    laundries,    department    stores, 
food  products,  dairies,  et  cetera. 
*'BREAD  TIME  STORIES" 
30  spots  for  promotion-minded  bakers. 
"JEWELRY  JINGLES" 
30  spots  for  credit  jewelers  only. 
"SEEING  IS  BELIEVING" 
For  either  opticians  or  optometrists. 

Audition  samples,  $2.50  deposit,  refundable  on  return 
of  samples.    Only  one  sponsor   in  a  city  on  any  series. 

Kasper-Grordon,  i„c. 

140    BOYLSTON    STREET 

BOSTON,    MASSACHUSETTS 

One  of  the  Country's  Largest  Radio  Program  Producers 
and  Distributors  of  Syndicated  lilectrical  Transcriptions' 


The  president  of  Jack  the  Tire  Expert, 
Hartford,  Conn.,  describes  the  operation 
of  the  first  quiz  program  which  continues 
to  do  a  selling  job  after  13  broadcasting 
years. 

Banking   on   Radio 137 

Allen   C.   Knowles 

The  executive  vice-president  of  the  South 
Side  Federal  Savings  &  Loan  Association, 
Cleveland,  Ohio,  illustrates  some  of  the 
varied  methods  that  bring  results. 

Cowboys   Make  Good   Salesmen 140 

An   RS  Air  Analysis 

The  adventures  of  a  Wild  West  Week- 
ly hero  are  put  on  record  and  backed 
with  a  six-shooter's  merchandising  aim! 

Airing   the   New 143 

All  the  available  data  on  new  radio  pro- 
grams. No  result  figures,  as  yet,  but 
worth  reading  about! 

Special    Promotion 145 

Short  radio  promotions  that  run  but  a 
day,  a  week,  or  a  month  yet  leave  an  im- 
pression that  lasts  the  year  around. 

Showmanscoops 146 

Photographic  review  of  merchandising 
stunts,  and  the  personalities  behind  them. 

What  the  Program  Did  for  Me  148 

This  is  the  businessman's  own  depart- 
ment. Here,  the  radio  advertisers  of  the 
nation  exchange  results  and  reactions  of 
radio  programs  for  their  mutual  benefit. 

Showmanship    in   Action 149 

A  collection  of  those  extra  promotions 
and  merchandising  ideas  that  lift  a  pro- 
gram out  of  the  ordinary. 

Proof  O'  the  Pudding  151 

Results  from  radio  programs,  based  on 
sales,  mails,  surveys,  long  runs  and  the 
growth  of  the  business  itself. 

Trends  153 

A  rating  of  program  patterns  based  on  a 
special  and  continuous  survey  of  out- 
standing, locally-sponsored  radio  pro- 
grams throughout  the  country. 


124 


RADIO     SH  OWM  ANSH  I  P 


Dynamic  NEWS  for  Advertisers! 


There's  absolutely  nothing  like  this  new 
XBC  recorded  program.  It's  a  brand-new 
approach  to  war  news — a  clear,  informed 
explanation  of  developments  in  terms  of 
geography,  climate  and  resources — makes 
immediately  clear  to  the  listener  the  com- 
plicated strategies  of  the  w^arring  armies. 

Sam  Cuff,  author,  traveler,  lecturer,  really 
knows  his  subject.  In  brilliant  and  penetra- 
ting analyses  Mr.  Cuff  explains  not  only 
ichat  is  happening  but  why  . . .  takes  listeners 
behind  the  scenes  of  war-harried  Europe  to 
answer  the  scores  of  questions  millions  of 
news-hungrj'  Americans  are  asking  daily. 

"The  Face  of  the  War"  is  a  five-minute, 


two-a-week,  13-week  series  kept  abreast  oy 
events  by  current  recording.  It's  a  prograzn 
that's  picking  up  sponsor  after  sponsor,  and 
enjoj-ing  rave  notices  from  advertisers,  sta- 
tions  and  listeners  alike.  It's  selUng  banking 
service,  insurance,  oil,  men's  clothing — • 
everything!  And  it's  available  to  local  ad- 
vertisers at  a  cost  that's  only  a  fraction  ol 
what  it's  worth  in  selling  powder. 

The  finest  recording  available,  NBC  Or- 
thacoustic*,  sends  the  voice  of  Sam  Cuff  cut 
over  the  air  with  all  the  flavor  and  character 
of  ''live"  sound.  Investigate  this  program 
now  before  another  advertiser  "scoops"  you 

in  3'OUr  section.  *Reg.  Trademark 


Ask  your  local  station  to  arrange  an  audition  or  write 


adio-Recording  Division 

NATIONAL  BROADCASTING  COMPANY 

A  Radio  Corporation  of  America  Service 

RCA  BIdg.,  Radio  City,  N.  Y.  •  Merchandise  Mart,  Chicago  •  Trans-Lux  BIdg.,  Washington,  D.  C.  •  Sunset  &  Vine,  HollywoocE 


EDITORIAL 


MERCHANT  in  Old  Mexico,  when  the  sun  rose  high 
r  A  %  in  the  heavens,  closed  up  his  shop,  retired  with 
fan  and  protective  sombrero  to  the  nearest  and 
leafiest  tree  for  a  siesta.  When  the  shadows 
were  longer,  he  rose,  happy  and  relaxed.  But  when  he  put 
his  hand  in  his  pocket,  he  muttered,  "Diable!  Non  dinero! 
Non  pesos!"  (In  U.  S.  A.:  "Good  heavens!  No  money! 
Not  a  cent!") 

We  are  not  against  resting.  When  summer  comes,  the 
take-it-easy  inclination  is  strong  upon  all  of  us.  Our  Mexi- 
can friend  had  the  right  idea,  but  he  carried  it  too  far. 

Merely  because  he  was  tired,  it  didn't  necessarily 
follow  that  his  place  of  business  was  tired;  nor  that  the 
customers  who  usually  shopped  there  were  tired.  He  made 
the  mistake  of  thinking  that  his  point  of  view  represented 
the  whole  point  of  view. 

There  are  52,000,000  radio  sets  in  the  U.  S.  .  .  .  and 
summer's  coming. 

In  the  hot  months  ahead,  hottest  of  all  will  be  the 
developments  in  the  two-front  war  abroad.  Throughout 
the  world-crucial  days  to  come,  52,000,000  U.  S.  radio  sets 
will  be  bringing  the  events  of  the  world  to  the  ears  of 
130,000,000  listeners.  By  habit  this  nation  will  stay  tuned 
to  radio,  hot  weather  or  no.  You,  as  a  merchant,  can't  miss 
if  you  keep  it  at  work  for  you. 

We  hope  you  have  a  rest-full  vacation.  Don't  send 
your  radio  schedule  on  one  just  because  you  are  tired. 
Take  a  tip  from  Britain  for  your  summer  policy:  "Busi- 
ness as  usual." 


126  RADIO      SHOWMANSHIP 


w 


urniture  Sales  Thru  the  Air 


By  Joseph  Mendleson,  President,  Mendleson  Furniture  Galleries. 
Introduced  to  Radio  by  Accident  Nine  Years  Ago.  This  Buffalo 
Merchant  Has  Employed  the  Medium  with  Good  Purpose  Ever  Since 


Ix  1932.  an  unusually  good  buy  in  distinctive 
furniture  changed  my  whole  merchandising 
set-up  and  introduced  me  to  a  new  medium 
of  advertising.  Since  that  time  I  have  en- 
larged my  Buffalo  store  twice.  I  have  opened 
another  store  in  Niagara  Falls,  N.  Y.  I  have 
put  every  cent  of  my  advertising  appropria- 
tion, except  a  little  over  a  thousand  dollars, 
into   radio   advertising. 

Nine  years  ago  I  purchased  a  considerable 
amount  of  furniture  from  Irvine  Kittenger. 
then  president  of  the  famous  Kittenger  Fur- 
niture Company  of  Buffalo.  So  there  I  was 
with  a  lot  of  merchandise  on  my  hands.  The 
problem  was  how  to  move  it  out  fast.  Mr. 
Kittenger,  at  that  time,  was  also  a  stockholder 
in  the  Buffalo  Broadcasting  Corporation, 
operators  of  WGR  and  WKBW.  He  strong- 
ly advised   me   to   use   radio,   if   I   wanted   to 


Next  months  Furniture  Alerchant 
Joseph  ^[endleson  ulll  celebrate  his  28th 
wedding  anniversary ;  later  on  in  the  same 
month,  on  an  unobserved  date,  he  ivill 
begin  his  28th  year  in  the  furniture  busi- 
ness. Hailing  from  fVilkes-Barre,  Pa., 
he  opened  his  present  Buffalo  store  nine 
years  ago,  has  done  a  consistently  good 
job  ever  since.  A  confirmed  bridge  addict, 
he  also  takes  time  off  for  golf,  occasion- 
ally tries  his  hand  at  deep-sea  fishing. 
Mr.  Mendleson  is  a  32nd  degree  Mason, 
on  the  roll  call  of  the  Rotary  and  Monte- 
fore  club,  a  member  of  the  Wilmonte 
Country  Club.  He  has  two  daughters  and 
one  son,  Edwin,  who  is  active  in  the  man- 
agement of  the  Buffalo  store. 


dispose  of  the  enormous  stock.  So  rather  by 
accident  than  design,  I  turned  to  radio. 

Naturally,  I  was  unfamiliar  with  what  type 
of  radio  to  use,  how  many  programs  to  buy 
and  what  length  each  should  be.  For  that 
reason,  I  relied  on  the  advice  of  the  station 
personnel  and  took  advantage  of  the  planning 
and  merchandising  facilities  offered  by  the 
station. 

Needless  to  say,  we  used  every  trick  in  the 
book:  Full  length  programs  (15-min.),  spot 
announcements,  five  minute  shows  participa- 
tion spots,  station  breaks.  And  the  furniture 
moved  out! 

Since  the  first  big  and  varied  splash,  our 
programs  have  settled  down  into  more  of  a 
definite  pattern,  but  are  still  designed  to  give 
us  complete  coverage  every  day  of  the  week, 
in  forms  that  will  appeal  to  every  type  of 
listener. 

For  the  first  few  years,  we  experimented 
with  various  types  of  musical  program  and 
about  five  years  ago  decided  on  a  program 
which  is  known  as  The  Orchestra  of  the 
Week.  On  this  program,  which  goes  on 
WKBW  at  7:20  to  7:30  P.M.  every  evening 
except  Saturday,  we  have  an  identifying 
theme  song,  followed  by  a  live,  to  the  point, 
commercial  announcement.  Following  this 
we  use  transcribed  music  by  a  selected  or- 
chestra, all  in  the  modern  vein,  then  close  the 
program  with  another  timely  commercial  an- 
nouncement. 

To  augment  this  program,  I  use  a  great 
many  spot  announcements  yearly,  ranging 
from  30  to  100  words  in  length.  These  are 
all  timely,  packing  a  real  punch,  and  are 
spaced  approximatelv  three  to  four  a  dav 
over  each  station,  WGR  and  WKBW. 

These  two  types  constitute  the  major  por- 


M AY,      194  1 


127 


tion  of  our  set  formula.  From  time  to  time. 
these  are  further  aug:mented  by  participation 
in  various  cooperative  programs,  changing 
periodically  to  reach  everything  from  a  wom- 
en's audience  to  children's  audience. 

The  effectiveness  of  our  advertising  promo- 
tions is  reflected  in  the  tremendous  amount  of 
"lay-away"  business,  which  is  not  all  seasonal. 
The  volume  of  this  business  has  necessitated 
the  addition  of  a  three-floor  warehouse,  mere- 
ly to  store  furniture  which  has  been  pur- 
chased, and  put  away  for  future  delivery. 

Radio  advertising  opened  an  extremely  val- 
uable field  outside  the  immediate  cin.-  mar- 
ket. It  has  resulted  in  my  opening  a  second 
store  in  the  nearby  city  of  Niagara  Falls. 
X.  Y.  Perhaps  the  fact  that  I  have  always 
featured  the  statement  "free  delivery  within 
a  100-mile  radius  of  Buffalo''  has  been  in- 
strumental in  establishing  this  second  unit- 

In  both  stores,  we  handle  all  types  of  fur- 
niture from  the  least  expensive  to  the  finest 
grades  from  all  the  leading  manufacturers  in 

the  country. 

By  cooperating  closely  \^"ith  the  station 
management  in  selecting  programs  and  the 
type  of  commercial  copy  to  be  used.  I  have 
I  believe,  tried  practically  every  known  t>-pe 
of  advertising  promotion.  Up  until  recently, 
as  one  of  the  augmenting  programs.  I  was 
using  an  afternoon  variety.-  show  over 
WKBW  known  as  Stujf  'n  Xonsense.  This 
is  an  impromptu  show  dependent  largely  on  the 
quick-thinking  and  able  wit  of  Billy  Keaton. 
who  conducts  the  three-quarter  hour  long 
show.  On  this  particular  show  our  sponsored 
portion  opened  with  a  brief  commercial  an- 
nouncement. During  the  middle  of  the  15- 
minute  program,  a  dramatized  commercial 
was  inserted,  and  we  closed  with  another 
short  announcement. 

Unlike  many  merchants.  I  learned  my  les- 
son the  easy  way  by  rehing  on  the  good 
judgement  of  men  who  knew  radio  and  ho\\' 
to  use  it.  Gradually  I  learned  how  to  use  and 
evaluate  it  myself.  But  at  the  start.  I  watched 
only  for  the  proof,  not  the  method.  Today, 
we  just  let  radio  do  its  own  work.  We  hold 
sales  only  four  times  a  year,  do  not  use  prices 
in  our  commercials  often.  Radio  has  made 
our  name  familiar  to  every  family  in  the 
Buffalo  and  Niagara  Falls  sales  area. 

The  key  to  it,  of  course,  is  consistency, 
coupled  with  good  judgement  in  choice  of 
stations  and  times  and  material  used.  Any 
furniture  retailer  can  make  radio  pay,  if  he 
combines  these  elements  in  a  52-week  cam- 
paign. 


(g 


reated  For  Tu 


Most  producers  of  transcribed  radio  pr: 
grams  plan  shows  that  will  fit  the  needs  c : 
a  variety-  of  merchants:  that  will  be  as  ap 
plicable  to  the  selling  of  men's  suits  as  it  is 
to  the  selling  of  carbonated  beverages.  Once 
in  a  great  while,  one  of  these  program  cre- 
ators will  put  his  entire  thought,  effort  and 
production  into  building  a  show  for  a  partic- 
ular field.  The  program  will  be  so  created 
that  use  of  the  product  or  service  is  woven 
right  into  the  theme  of  its  action.  Naturally 
that  limits  the  sale  of  the  program  to  th^- 
particular  field  and  is  profitable  for  the  pro- 
ducer only  when  the  field  is  already  a  large 
one  and  tie  merchants  in  it  tried  and  tested 
users  of  radio  time.  One  example  of  such  a 
transcribed  series  is  Leisure  House,  the 
George  Logan  Price  program,  created  espe- 
cially for  public  utilitT.-  companies  and  used 
by  such  firms  as  The  Tampa  Electric  Co 
Tampa.  Fla..  and  Kxoxville  Electric 
Power  Board,  Knoxville.  Tenn. 

Last  month.  Kasper-Gordon.  Inc.  of  Bos- 
ton. Mass..  announced  the  release  of  Little 
by  Little  House,  a  15-minute  dramatic  serial 
show  created  solely  for  the  furniture  mer- 
chant ! 

Contact  with  over  100  furniture  retailers 
revealed  that  there  never  had  been  produced 
a  comprehensive  merchandising-radio  adver- 
tising campaign  especially  for  the  furniture 
field.  Into  this  program  series,  without  com- 
mercializing it  or  detracting  one  whit  from 
its  appeal,  has  been  built  a  natural  tie-up  for 
furniture  retailers  who  are  searching  for  a 


128 


RADIO      SHOWMANSHIP 


The  Impressive  Merchandising  Plan 
Behind  a  Transcribed  Radio  Show 

e  Hetailers  Only . 


new  means  of  presenting  an  old  story;  for 
here  the  little  by  little  method  of  payment 
supplants  trite,  overdone  and  ineffective 
phrases  such  as  "easy  credit,  easy  terms, 
budget  plan,   12-month  plan,  etc." 

In  Little  by  Little  House  there  is  a  special 
appeal  to  newlyweds  and  those  going  into 
housekeeping  to  furnish  their  homes  little  by 
little,  just  as  the  characters  in  the  drama  do. 
The  story  is  based  upon  a  formula  old  as 
radio  itself  and  proved  successful  by  such  net- 
work big-timers  as  Johns  Other  Wife,  The 
Story  of  Mary  Marlin,  Big  Sister,  or  any  one 
of  a  dozen  other  daytime  dramas  that  have 
attracted  millions  of  listeners  and  billions  of 
sales  for  Proctor-Gamble,  Lever  Brothers, 
PiLLSBURY  Flour. 

Because  women  select  and  buy  furniture, 
it  is  a  formula  just  as  applicable  to  the  fur- 
niture field  as  it  is  to  the  selling  of  soap, 
flour,  hair  wash  and  face  creams. 

From  the  name  itself  the  creators  of  the 
series  have  built  merchandising  tie-ups  for 
the  sponsor.  All  of  them  are  put  on  a  sug- 
gestion basis,  none  of  them  is  essential  to  the 
program.  Wise  merchants  will  use  one  or  all 
or  create  his  own,  for  a  radio  program  with- 
out a  merchandising  tie-up  is  a  house 
without  a  roof. 

If  you  sponsor  Little  by  Little 
House,  you  may  want  to  construct 
a  typical  little  by  little  house  in  your 
"Store,  showing  new  and  modern 
trends  in  furnishings  and  offering  a 
variety  of  plans   for  decorating  and 


furnishing  homes  of  all  types.  If  you  employ 
an  interior  decorator  or  home  furnishings 
advisor,  she  may  be  in  charge  of  your  little 
by  little  house  to  act  as  consultant  for  cus- 
tomers seeking  assistance  in  planning  the  re- 
furnishing or  complete  furnishing  of  homes. 
In  any  case,  the  program  theme  offers  an  ex- 
cellent opportunity  for  some  consumer  rela- 
tion work. 

Specific  merchandise  advertised  over  the  air 
in  the  commercial  copy  should  be  displayed 
in  your  own  store's  little  by  little  house  de- 
partment. You  might  even  label  it  the  Fea- 
ture of  the  Week,  which  will  thus  enable  you 
to  focus  attention  on  any  one  or  more  leading 
items.  Inasmuch  as  increased  traffic  and  ex- 
posure to  merchandise  means  greater  volume 
of  business,  you  should  find  this  tie-up  paying 
dividends. 

As  a  hook  or  premium,  the  producers  of 
the  program  have  prepared  a  64-page  booklet 
entitled  1003  Time  Savers  and  Household 
Hints.  This  booklet  can  be  offered  free  to 
Little  by  Little  House  listeners  who  come  to 
your  store  and  ask  for  it. 

Because  it  is  designed  to  attract  a  feminine 
audience,  the  program  should  be  aired  during 
the  daytime  on  a  three  or  five  time  a  week 
basis.  Daytime  airings  have  proved  most  suc- 
cessful for  network  serials.  In  addition,  of 
course,  daytime  rates  on  radio  stations  are 
generally  less  than  nighttime  rates. 

An  unusual  feature  of  the  merchandising 
plan  behind  the  program  is  a  series  of  teaser 
spot  announcements  especially  created  to 
herald  the  program.  Most  stations  will  co- 
operate with  sponsors  in  helping  build  an  audi- 
ence for  a  new  program  by  furnishing  time 
for  these  announcements  on  a  courtesy  basis, 
for  it  is  as  important  to  the  station  as  to  the 
sponsor  that  the  program  be  successful. 

The  transcribed  teaser  spots  feature  each 
of  the  main  characters  in  Little  by  Little 
House.  The  character  introduces  himself  (or 
herself)  and  ends  wnth:  "This  feller  stand- 
ing here  will  tell  you  what  time  and  what 
day  to  start  listening  to  Little  by  Little 
House  .  .  .",  thus  bringing  in  the  local  an- 
nouncer. 

The  producers  also  supply  newspaper  mats 
that  can  be  either  incorporated  into  your  reg- 
ular advertisements  or  used  on  the  radio 
pages  of  local  papers. 

There  are  39  quarter-hour  epi- 
sodes in  the  series.  Each  episode 
runs  about  11  minutes,  30  seconds, 
allowing  for  about  two  and  one-half 
minutes  of  commercial  copy,  split  up 
between  the  opening  and  closing  of 
each   program. 


MAY,      1  94  1 


129 


^ 


he  Radio  Showmansl 


V 


How  Do  U.  S.  Furniture  Stores  Use  Radio?  How  [j 
of  Radio  Showmanship  Present  the  Facts  Based 


Vj 


r-^ 


So  you're  interested  in  buying  radio  time  to  sell  furniture!  A  half-hour, 
15  minutes,  five  minutes  or  spot  announcements?  It  does  make  a  differ- 
ence! How  long  a  campaign  are  you  planning?  How  often  will  you  be  on 
the  air?  What  kind  of  commercial  copy  do  you  intend  to  use?  All  of 
these  are  important  questions.  You  should  know  the  answers  before  you 
spend  one  dollar  on  a  radio  broadcast.  Too  many  of  radio's  20  years  have 
been  devoted  to  proving  why  a  businessman  should  advertise ;  too  few  to 
what  methods  he  should  employ  when  he  does  advertise. 

Radio  isn't  hard  to  buy,  but  neither  is  a  cake  hard  to  bake.  Still  it  is 
easier  to  follow  a  tested  recipe  than  to  try  mixing  the  various  ingredients 
on  a  hit  and  miss  basis. 

In  an  attempt  to  find  out  what  makes  one  individual  program  suc- 
ceed where  another  fails,  the  editors  of  Radio  Showmanship  Magazine 
in  cooperation  with  the  National  Furniture  Review  and  the  National  Re- 
tail Furniture  Association  queried  over  2,000  furniture  retailers  through- 
out the  country. 

Replies  were  received  from  every  section  of  the  United  States,  from 
retailers  with  yearly  sales  volumes  as  high  as  $2,000,000  and  as  low  as 
$14,000. 

The  facts  and  figures  brought  out  in  this  research  may  well  prove  the 
first  step  towards  a  scientific  approach  to  radio  time-buying  and  a  more 
productive  use  of  the  time  bought.  Certainly,  for  a  man  about  to  adver- 
tise on  the  air,  there  are  no  better  methods  to  follow  than  those  based  on 
the  experience  of  other  radio  time  users  in  the  same  retail  field. 

Information  gathered  was  classified  according  to:  Type  and  length  of 
program  and/or  spot  announcements;  the  duration  and  frequency  of 
broadcast ;  the  choice  of  day  and  time ;  type  of  commercial  message.  We 
studied  these  factors  objectively  without  attempting  to  draw  a  rigid  con- 
clusion. Our  purpose  was  to  determine  which  of  these  factors,  when  added 
to  a  radio  campaign,  made  that  campaign  succeed  and  which  made  it  fail. 
Replies  were  divided  into  three  groups:  1)  good,  2)  fair,  3)  poor.  Con- 
clusions are  based  on  a  comparison  of  these  three  groups  as  well  as  the 
total  sample. 

Summary  of  Results: 

Of  U.  S.  furniture  retailers  replying  to  the  survey,  the  majority  (77%) 
in  radio  station  towns  use  radio  advertising. 

Thirty-seven  per  cent  of  the  retailers  reported  good  returns  on  their 
radio  expenditure;  37%    reported  fair   returns.  Total:   74%   satisfactory. 

The  length  of  a  program  is  an  impor- 
tant factor  in  its  success.  Most  produc- 
tive time  unit:  The  15-minute  program. 
Least  productive  time  unit:  The  five- 
minute  program. 

The    length    of    a    spot    announcement 
has  little  bearing  on  its  effectiveness. 
Consistency  is  a  major  factor  in  radio's 


RADIO      SHOWMANSHIP 


:vey  of  Business  Fields:  Report  No.  1 


lat  Quantities?  With  What  Resuhs?  The  Editors 
irs  to  a  Questionnaire  Sent  to  2,DDD  Retailers 


pulling  power.  Of  the  retailers  reporting 
highly  productive  results,  82%  were  on  the 
air  for  52  consecutive  weeks,  autumn,  winter, 
spring  and  summer! 

Of  these  same  retailers  reporting  results 
good,  37%  used  radio  every  day  in  the  week. 

The  broadcast  schedule  of  retailers  with 
good  results  follows  very  closely  the  pattern 
of  those  with  fair  and  poor  results,  which  in- 
dicates that  individual  days  are  not  important 
factors  in  assuring  radio's  effectiveness. 

However,  the  time  of  day  is  important. 
Actually  61%  of  the  retailers  who  reported 
satisfactory  results  broadcast  between  the 
hours  of  9-11  A.M.,  1-5  P.M.  and  7-10  P.M. 

In  a  question  to  determine  which  was  more 
effective,  programs  or  spot  announcements, 
we  found  a  slight  edge  in  favor  of  programs. 
There  are  strong  indications  from  this,  and 
supplementary  data,  that  many  retailers  who 
reported  results  poor  are  selecting  the  wrong 
type  of  program. 

Best  results  were  reported  by  retailers  who 
used    institutional    commercial    messages. 

Buying  radio  is  like  opening  a  safe:  the 
important  thing  is  to  have  the  right  combi- 
nation. If  your  radio  program  is  to  be  suc- 
cessful, you  should  coordinate  these  factors 
and  add  to  it  all  of  the  factors  peculiar  to 
your   establishment   and   locality. 

You  may  be  one  of  those  one-timers  who 
gave  radio  a  whirl  and  now  deny  its  sales- 
ability.  In  nine  cases  out  of  10,  you  will  find 
that  more  often  than  not,  the  failure  was 
not  the  fault  of  radio,  but  of  the  method  by 
which  you  employed  the  medium. 

Take  a  minute  to  check  your  campaign 
against  the  facts  and  figures  compiled  in  this 
survey.  Eventually,  you  will  discover  that  in 
using  radio,  it  pays  to  be  a  two-timer.  The 
second  time,  however,  be  sure  you  profit  by 
the  experiences  of  other  businessmen  in  your 
field  or  related  field. 


The  Questions  and  The  Answers 

1.  Question:  Did   you    use    radio    advertising 
during  the  past  12  months? 

77%   of  U.  S.  furniture  retailers  said  Yes. 
23%    answered  No. 

2.  Question:   What  type  of  broadcast  is  more 
effective,  programs   or  announcements? 

Of    the  retailers  who    used    spot    announce- 
ments: 

76%  reported  results    satisfactory. 

24%  reported  results   unsatisfactory. 

Of  the  retailers  who  used  programs: 
82%  reported  results  satisfactory. 
18%    reported    results   unsatisfactory. 

Although  more  furniture  retailers  are 
using  spot  announcements,  the  ones  who  spon- 
sor programs  reported  a  higher  percentage 
of  effectiveness. 

3.  Question:    How    long    is    your    radio    pro- 
gram? 

Retailers  reporting  results  good: 
64%    used  15-minute  time  units. 
22%    used  30-minute  time  units. 
14%    used     5-minute  time  units. 

Retailers  reporting  results  fair: 
64%    used   15-minute  time  units. 
18%    used  30-minute  time  units. 
18%    used     5-minute  time  units. 

Retailers  reporting  results  poor: 
51%    used   15-minute  time  units. 
20%    used  30-minute  time  units. 
29%    used     5-minute  time  units. 

The  15-minute  time  unit  is  used  by  most 
furniture  stores.  The  greatest  proportion  of 
good  and  fair  results  were  reported  in  this 
group.  Of  those  retailers  reporting  results 
poor  a  comparatively  high  percentage  used 
five-minute  time  units. 

(Continued  on  page  154) 


MAY,      194  1 


131 


m.  • 


oiling  Jewel 


By  Ruth  Lake  of  the  Wilkens  Jewelr 
Promotion,  This  Program  Is  Still  I 


In  the  December  last  Annual  All-Star  Twin  Show, 
14  sets  of  twins  vied  for  the  ^100  in  cash  prizes 
which  were  awarded  the  following  Sunday  by 
welterweight    champ    Fritzie    Zivic. 


Like  good  old  Aunt  Jennie,  The  Wilkens 
Amateur  Hour  came  for  a  short  visit  and 
today,  nearly  five  and  one-half  years  later, 
still  has  no  intention  of  packing  its  bags.  De- 
vised by  the  Wilkens  Jewelry  Co.  here  in 
Pittsburgh  as  a  Christmas  promotion  to  run 
for  eight  weeks,  the  show  took  to  the  air  on 
station  WJAS  in  November,  1935.  Since  that 
time  until  the  present,  it  has  continued,  win- 
ter and  summer,  missing  just  four  Sundays 
in  five  and  one-half  years.  (In  1936,  a  flood 
silenced  the  station  completely  for  two  weeks, 
but  didn't  dampen  the  spirits  of  the  program; 
two  other  Sundays,  the  program  graciously 
bowed  to  World  Series  games.) 

From  the  moment  the  Wilkens  Amateur 
Hour  debuted,  it  made  an  instantaneous  hit! 
There  has  never  been  a  Sunday  afternoon 
that  we  haven't  had  to  hang  out  the  SRO 
sign  at  the  Moose  Temple  Hall,  which  has 
a  seating  capacity  of  1,500.  Admission  is  by 
tickets  only,  which  are  available  at  any  of 
the  four  Wilkens  Jewelry  Stores. 

Surveyed  by  Ross  Federal  Research  Cor- 
poration at  regular  intervals,  the  Wilkens 
Amateur  Hour  has  been  found  to  have  a 
peak   radio  audience  of  77.44%,   many  times 


132 


RADIO     SHOWM  ANSH  I  P 


a  listening  audience  of  above  70%,  frequent- 
ly in  the  sixties,  practically  never  below  50%. 
The  surveyors  said  in  their  report:  "We  are 
able  to  comment  on  the  exceptionally  high 
percentage  of  listeners  that  this  particular 
program  commands.  There  are  very  few  pro- 
grams on  the  air  today  that  can  claim  as  high 
a  percentage  of  listeners." 

So  outstanding  has  been  the  response  to  the 
show  that  we  have,  at  various  intervals, 
bought  full  newspaper  pages,  at  a  cost  of 
$700  per  page,  solely  to  boost  the  program. 
In  these  ads,  we  never  mention  jewelry  or 
watch  specials;  the  entire  space  is  devoted  to 
the  radio  show. 

As  pilgrims  to  a  shrine,  jewelers  from  all 
over  the  east  and  middle  western  part  of  the 
country  have  come  to  see  this  show,  and  it 
has  been  instrumental  in  starting  half  a  doz- 


Upper  .  .  .  Genial  emcee  Brian  McDonald  presents 
amateurs    from    the    stage    of    Moose    Temple    Hall. 

Lower  .  .  .  More  than  400,000  Pittsburghites  have 
attended  Wilkens  Amateur  Hour  programs  during 
its   281    continuous   broadcasts. 


MMS 


3  Year  Ronnd 


orgh.  Started  as  a  Pre-Christmas 
After  2B1  Continuous  Broadcasts. 


en    jeweler-sponsored    amateur    programs    in 
other  U.  S.  cities. 

Here  are  some  facts  and  figures  that  illus- 
trate the  value  and  power  of  the  Wilkens 
Amateur  Hour.  More  than  400,000  have 
gathered  in  Moose  Temple  Hall  during  the 
281  broadcasts.  Thirteen  thousand  applicants 
have  auditioned  to  appear  on  the  program. 
Two  million,  five  hundred  thousand  listeners 
cast  votes  either  by  telephone  or  mail  ballot. 
The   Communitv    Fund    invited    the    show    to 


% 


1^1 


1 


appear  at  the  Syria  Mosque,  which  has  a 
seating  capacity  of  4,000.  (Big  as  that  hall 
was,  it  still  didn't  accommodate  all  comers!) 
The  Allegheny  County  Fair  invited  the  show 
to  be  presented  at  the  fair  grounds  where  it 
pulled  an  audience  of  more  than  60,000  peo- 
ple, the  largest  ever  to  attend  a  regularly 
scheduled  commercial  broadcast.  Warner 
Bros.  Stanley  Theater,  which  plays  only  star 
acts,  including  the  Major  Bowes  units,  en- 
gaged The  IVilkens  Amateur  Hour  for  one 
week  at  full  pay! 

Our  show  is  produced  with  the  same  pains- 
taking exactitude  as  though  it  were  going  on 
a  coast  to  coast  network  of  stations.  Brian 
McDonald,  master  of  ceremonies,  is  a  former 
singing  star,  for  three  years  a  member  of 
Earl  Carroll's  Vanities.  In  its  five  affluent 
years  of  existence,  it  has  awarded  more  than 
$14,500  in  cash,  in  addition  to  many  mer- 
chandising prizes.  Telephone  votes  are  re- 
ceived on  specially  installed  apparatus  sim- 
ilar to  that  used  on  Major  Bowes'  programs. 

By-product  and  a  special  feature  of  the 
program  is  the  Wilkens  Stock  Company,  a 
burlesque  skit,  presented  each  week  as  a 
means  of  cloaking  a  commercial.  Actors  are 
dressed  in  costumes.  During  some  ridiculous 
or  tense  moment  in  the  skit,  the  listeners 
find  themselves  involved  in  a  Wilkens  com- 
mercial. Participating  in  the  Stock  Company 
is  announcer  Jack  "E.  Z.  Credit"  Logan. 
Other  regular  cast  members  are  "Tiny" 
Ellen  Sutton,  250-pound,  Kate  Smith-ish  high 
school  singer;  Harry  Walton,  accompany- 
ing and   advising  the   amateurs   at  the  piano. 

Once  each  year,  a  couple  of  weeks  before 


Christmas,  the  Wilkens  Ajiiateur  Hour  at- 
tains climactic  heights  of  entertainment  when 
they  present  their  Annual  All-Star  Twin 
Show.  This  production  is  promoted  with  full 
page  newspaper  ads  chock  full  of  twin  pic- 
tures. Last  occasion  featured  14  sets  of  tal- 
ented twins,  vying  for  the  $100  in  cash  prizes 
to  be  awarded  the  following  Sunday  by  box 
champ  Fritzie  Zivic.  Demand  for  tickets  for 
this  show  zooms  to  even  greater  proportions, 
and  the  walls  of  Moose  Temple  Hall  bulge 
with  listeners.  Last  December,  325  sets  of 
twins  and  nine  sets  of  triplets  attended,  be- 
sides  the  enlarged,   regular   audience. 

\{  Mohammed  won't  go  to  the  mountain 
.  .  .  Major  Bowes  sent  talent  scouts  to  Pitts- 
burgh to  audition  some  200  amateur  acts 
culled  out  of  the  thousands  presented  by  The 
Wilkens  Amateur  Hour. 

Like  the  majority  of  other  U.  S.  retail 
jewelers,  we  used  to  have  the  idea  that  the 
only  time  to  use  radio  was  during  appropri- 
ate seasons,  such  as  June,  Christmas  and 
other  holidays.  But  the  Wilkens  Amateur 
Hour  taught  us  an  important  lesson  in  the 
profits  of  consistency.  We're  one  of  the  few 
jewelers  in  the  country  to  promote  contin- 
ually on   a  year  round  basis. 

Some  call  it  folly.  We  have  another  word 
for  it — fool-proof!  Frankly,  we  hope  that  our 
Aunt  Jenny  will  be  with  us,  52  weeks  out  of 
the  year,  for  some  time  to  come. 

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The  Annual  All-Star  Twin 
Show  is  promoted  with  full 
page  newspaper  ads  chock 
full  of  twin  pictures,  and 
plenty  of  free  publicity 
like  the  examples  shown 
here. 


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134 


RADIO      SHOWM  ANSH  IP 


he  Daddy  of  Them  All 


By  William  Hickey,  President  of  Jack  the  Tire  Expert, 
Hartford,  Conn.  The  First  Quiz  Program  Continues  to 
Do  a  Selling  Joh  for  Its  Sponsor  after  13  SoUd  Years 


Back  in  1928,  everyone  was  asking  questions. 
It  was  a  fad  that  at  its  height  rivaled  minia- 
ture golf  courses,  jig  saw  and  cross-word 
puzzles. 

"Who  discovered  America?" 
"Columbus   did — ask    me   another!" 
Remember? 

At  that  time,  the  newspapers  were  filled 
with  question  and  answer  columns.  One,  in 
particular,  caught  my  eye.  I  thought  it  would 
make  a  good  radio  program,  and  so,  on  Au- 
gust 27,  1928,  I  started  Jack  Says  Ask  Me 
Another  over  WTIC,  Hartford,  Conn.  Last 
fall  our  organization  began  its  13th  season 
on  the  air,  13  years  with  the  very  same  quiz 
program.  As  far  as  I  know,  this  is  not  only 
the  first  but  also  the  longest  running  question 
and  answer  show  in  radio  history! 

I  think  the  reason  for  this  amazing  record 
is    that   our    show   scorns    superficiality,    gets 


right  down  to  the  one  basic  requirement  for 
all  successful  quiz  shows.  We  don't  have  a 
board  of  quiz  experts,  we  don't  even  have  our 
master  of  ceremonies  interview  members 
from  the  studio  audience.  Jack,  the  inquisitor, 
directs  all  of  his  queries  to  the  listeners,  at 
their  homes.  He  pops  the  question,  then  after 
a  seven-second  interval,  gives  the  answer. 
Thus  the  listener,  the  all-important  factor  in 
any  radio  show,  is  given  a  chance  to  join  in 
the  game  at  once.  In  Jack  Says,  we  make 
every  listener,  wherever  he  is,  an  essential 
part  of  the  show! 

Perhaps  the  best  test  of  the  pulling  power 
of  a  quiz  show  is  its  ability  to  attract  ques- 
tion writers.  We  award  a  five  dollar  cash 
prize  for  the  best  question  submitted  each 
week.  For  over  10  years  now,  an  average  of 
IjOOO  letters  have  been  received  weekly. 
There  is  an  extra  heavy  response  to  the  an- 
nual spelling  bee  which  is  usually  held  in  April. 

The  main  volume  of  mail  comes  from  with- 


MAY,     1  941 


135 


in  a  30-mile  radius  of  Hartford,  but  during 
these  13  years,  we  have  accumulated  ques- 
tions from  all  parts  of  the  world.  Some  of 
our  regular  listeners  have  been  contributing 
since  the  program  first  began.  Just  before 
Valentine's  day  of  last  year.  Jack  mentioned 
an  87-year-old  lady  living  in  a  convalescent 
home  in  Hartford.  He  told  listeners  he  was 
planning  to  send  her  a  valentine,  and  that 
this  would  probably  be  the  only  one  she 
would  receive  unless  some  of  the  listeners  re- 
membered her,  too.  As  a  result,  she  found 
636  valentines  in  her  mailbox  on  February 
14th,  and  in  addition,  letters,  poems,  hand- 
kerchiefs, quantities  of  candy,  cookies,  and 
cakes. 

At  times,  we  have  offered  various  premi- 
ums to  re-stimulate  interest  in  our  family  of 
question-writers.  This  last  winter  during  just 
one  of  our  programs,  we  offered  a  photostatic 
copy  of  the  Declaration  of  Independence  to 
all  who  would  send  in  questions.  Fifteen 
hundred  listeners  responded. 

Mail  power  is  only  part  of  our  long  story. 
Certainly,  all  these  letters  would  have  been 
hardly  worth  receiving  had  not  sales  climbed 
along  with  mails.  Thirty  years  ago,  we  had 
just  one  small  store,  with  just  one  service  car 
and  a  few  helpers.  Today,  business  has  ex- 
panded to  include  two  large  stations,  10  serv- 
ice cars,  and  62  helpers. 

I  wouldn't  say  it's  all  due  to  radio.  We've 
always  tried  to  be  first  with  new  merchan- 
dising ideas.  We  were  first  to  offer  Hartford 
automobile  owners  free  air,  first  to  give  road 
map  service,  first  with  the  five-in-one  station, 
first  with  budget  payments,  first  with  prac- 
tically all  the  new  servicing  equipment. 

But  radio  has  done  its  part!  When  we 
started  our  quiz  show,  radio  received  about 
10%  of  our  total  advertising  appropriation, 
with  newspapers  getting  the  lion's  share.  To- 
day, 40%  of  our  advertising  dollars  are  spent 
in  radio,  40%  in  newspapers,  the  rest  in  di- 
rect mail   and  outdoor   signs. 

We  specialize  in  General  Tires,  and  we 
start  off  our  program  by  dramatically  illus- 
trating the  quick  stopping,  non-skid  feature 
of  the  tire  with  surprisingly  realistic  sound 
effects.  The  middle  of  our  program  is  usually 
a  dramatic  skit  featuring  two  or  three  actors 
and  a  sound  effects  man.  It  leads  into  our 
commercials. 

Biggest  single  point  we  stress  in  all  our 
commercials  is  how  easy  it  is  to  buy  under 
our  income  purchase  service  (budget  pay- 
ments). 


When  radio 
salesmen  ap- 
proached W  il- 
liam  H  i  c  k  e  y , 
president  of  Jack 
the  Tire  Expert, 
they  didn't  have 
to  sell  him  on  the 
idea  of  advertis- 
ing and  radio.  A 
former  Lord  & 
Thomas  adver- 
tising man,  Mick- 
ey left  there  to  become  assistant  adver- 
tising manager  of  the  Miller  Rubber  Co. 
When  World  War  I  came,  Hickey  en- 
listed, came  home  to  set  up  a  sales  pro- 
motion department  at  Miller's  and  han- 
dle foreign  advertising.  Four  more  years 
in  Akron,  and  then  to  Norivalk,  Conn., 
to  become  advertising  manager  of  the 
Xorwalk  Tire  &  Rubber  Co.  In  1925, 
Hickey  took  over  Jack  the  Tire  Expert 
in  Hartford,  Conn.,  and  in  the  past  16 
years  has  watched  his  company  blossom 
into  a  Connecticut  institution.  The  last 
sentence  in  his  story  on  this  page  is  no 
afterthought.  William  "Bill"  Hickey  be- 
lieves in  showing  personal  interest  in  his 
customers,  encourages  initiative  among 
his  employees. 


One  of  the  favorite  characters  who  appears 
each  year  on  the  program  is  Zike  Pick's  par- 
rot, (Zike  and  his  parrot  are  featured  on  a 
popular  rural  show  on  the  same  station.)  As 
the  parrot  rattles  off  a  commercial  for  us, 
the  listeners  are  asked  to  write  in  and  in- 
terpret the  parrot's  gibberish.  Hundreds  of 
different  sales  messages  are  sent  in  by  en- 
thusiastic listeners. 

In  many  ways,  I  consider  the  close  tie-up 
between  store  name  and  program  name  an 
outstanding  factor  in  our  success.  The  part 
of  Jack  on  the  radio  show  is  taken  by  Jack 
Whelan,  a  veteran  tire  man,  around  whose 
personality  our  store  name  has  been  built. 
Jack  is  an  unaffected  character  and  carries 
the  program  along  with  a  pleasant,  folksy  \ 
manner. 

What  we  have  accomplished  in  13  years 
isn't  difficult  to  duplicate.  It's  based  on  a 
sound  merchandising  plan,  a  sound  advertis- 
ing campaign,  and  perseverance.  Success  hap- 
pens overnight  only  in  story  books! 


136 


RADIO     SH  OWM  ANSH  I  P 


anking  on  Hadio 


By  Allen  C.  Knowles,  Executive  Vice  President,  South  Side 
Federal  Savings  £  Loan  Association,  Cleveland,  Ohio,  Who 
Illustrates  Some  of  the  Varied  Methods  That  Bring  Results 


There  was  a  time,  and  not  so  many  years 
ago,  when  advertising  by  a  financial  institu- 
tion meant  a  few  lines  or  column  inches  in  a 
newspaper  publication.  Happily  the  science 
has  progressed  to  the  point  where  today  a 
multitude  of  media  may  be  used  by  the  aver- 
age financial  organization,  affording  vastly  in- 
creased opportunities  for  promotion. 

It  remains,  however,  for  the  advertiser  to 
determine  which  one  or  how  many  to  use, 
how  much  of  it  to  use,  how  to  use  it  properly. 
Radio,  with  its  mass  appeal  is  springing  into 
prominence  as  a  medium  in  the  financial  field, 
and  so  rapid  has  been  its  growth  in  this  field, 
that  thousands  of  aggressive  banks  and  sav- 
ings and  loan  institutions  have  scarce  had  time 
to  analyze  and  appraise  it. 

Already  established  are  hundreds  of  un- 
recorded success  stories.  In  most  of  our  large 
cities  one,  two  or  more  financial  institutions 
have  "discovered"  radio  and  are  using  it 
properly  and  successfully. 

Note  that  word  properly.  That  cannot  be 
stressed  too  strongly,  because  therein  lies  the 
secret  of  successful  use  of  radio.  We've  just 
scratched  the  surface  in  research,  but  what 
we've  found  definitely  is  convincing.  We  do 
know  that  given  the  right  pro- 
gram or  announcements,  and 
the  right  correlated  promo- 
tions, radio  does  an  amazing 
job. 

And   so   the   question   arises 
in  the  minds  of  financial  ad- 
vertisers:   "How    can    I    use 
radio  to  the  best  advantage?" 
Your  radio  man  replies:  "What  are  you  sell- 
ing?"  And   your    answer   is    mortgage    loans. 
Or   small   loans.    Or   savings.    Or    a    general 
banking  service. 

The  first  thing  you  do  is  plan  your  cam- 
paign. The  plan  should  pointedly  drive  to- 
ward one  accomplishment;  side-issues  lead 
only  to  frustration  in  any  type  of  advertising. 
Once     you     have     decided     specifically    what 


you're  going  to  sell,  find  out  who  your  best 
prospects  are  and  when  they  listen  to  the 
radio.  Choose  the  program  or  announcement 
which  will  catch  their  interest  at  this  time. 
Put  it  on  the  air  and  keep  driving  your  mes- 
sage home  with  sufficient  frequency  to  make 
it  stick.  Your  local  radio  representative  will 
help.  Most  important  of  all — dont  relax! 
Not  yet!  Your  job  has  just  begun.  Radio  is 
the  hub  of  the  wheel  of  your  promotional 
vehicle — and  you  can't  ride  on  the  hub.  Put 
some  spokes  in — and  build  a  solid  rim.  Every 
employee  of  your  organization,  from  the  jan- 
itor to  the  chairman  of  the  board,  should  be 
thoroughly  familiar  and  helping  with  your 
radio  effort. 

Radio  advertising  breaks  down  into  two 
primary  types:  announcements  and  programs. 
There  is  infinite  variety  possible  in  the  pre- 
sentation of  each.  We'll  suggest  only  thoce 
types  which  have  already  been  used  success- 
fully by  financial  advertisers. 

If  you  decide  on  a  program,  there  are  a 
dozen  ways  you  can  call  attention  to  it,  each 
of  them  a  sales  point  in  itself.  Your  radio 
salesman  or  your  advertising  agency  will  tell 
you  about  them.  Once  you've  started  the  ve- 
hicle rolling,  and  gathered 
momentum,  you  keep  it  going 
by  the  same  method.  We'll  go 
into  that  in  just  a  minute. 
Right  now  let's  consider  a  few 
types  of  spot  announcements 
that   have    proven    effective. 

Announcements  varying  in 
length  from  fifty  to  one  hun- 
dred fifty  words,  judiciously  placed  in  the 
station  schedule  for  specific  audience  appeal, 
and  having  special  copy  appeal,  are  the  most 
widely-used  type  in  this  classification.  A  com- 
petent radio  copywriter  should  create  the  an- 
nouncements, and  here  again  your  local  radio 
representative  or  your  advertising  agent  can 
help  you  by  determining  where  on  the  sched- 
ule your  announcements  should  be  "spotted" 


MAY,      1  941 


137 


Influential  in  U.  S.  banking  develop- 
ments the  past  18  years  is  Allen  C. 
Knowles,  executive  vice  president-gen- 
eral manager  of  Cleveland's  South  Side 
Federal  Savings  &  Loan  Assn.  To  ini- 
tiates, the  savings  and  loan  industry  has 
undergone  a  marked  progressive  change, 
especially  in  the  last  decade.  Depression 
brought  out  in  bold  relief  the  pitfalls  of 
the  industry.  New  vehicles  to  prevent  re- 
currence were  born:  Federal  Home  Loan 
Bank  System,  Federal  Savings  and  Loan 
System,  Federal  Savings  and  Loan  In- 
surance Corporation.  Assisting  in  plan- 
ning their  practical  operation,  Knowles 
commuted  frequently  to  Washington,  gave 
special  attention  to  the  machinery  of  the 
Federal  Savings  and  Loan  System.  He's 
a  member  of  the  Committee  of  Federal 
Housing  Administration,  United  States 
Savings  and  Loan  League,  and  editor  of 
the  radio  section  of  the  Financial  Adver- 
tisers Association  Bulletin. 


for  optimum  results.  Dramatized  spot  an- 
nouncements are  coming  into  greater  use 
daily.  These  utilize  the  voices  of  two  or 
three  people  in  a  very  brief  sketch  illustrating 
the  need  for  the  service  offered,  and  showing 
how  the  advertiser  fills  the  need. 

This  same  idea  has  been  carried  over  into 
short  programs,  five  minutes  or  more  in 
length.  A  successful  five-minute  program  act- 
ually builds  an  audience,  but  to  do  so  it  must 
be  presented  at  fixed  times  to  create  a  dial- 
ing habit.  And  a  good  degree  of  artistry  is 
required  in  the  writing,  to  make  the  program 
attractive. 

Another  very  popular  and  effective  five- 
minute  program  idea  among  financial  adver- 
tisers is  the  talk  or  interview.  Either  may  be 
institutional  or  pointed  toward  specific  re- 
sults. The  interview  is  especially  good  where 
the  testimonial  type  of  advertising  is  effective. 
The  talk  works  best  where  the  audience  must 
be  informed  or  educated  in  a  direct  manner. 
Here,  if  possible,  the  program  should  be  built 
around  a  personality,  preferably  an  officer  of 
the  sponsoring  institution. 

Since  October  23,  1939,  I  have  been  on  the 
air  for  my  bank,  the  South  Side  Federal 
Savings  &  Loan  Co.  here  in  Cleveland  on 
station  WHK  with  a  program  called  Across 
the  Desk  Chat.  It's  a  five-minute,  daily  inti- 
mate chat  dealing  with  the  human  angle  of 
the  bank's  services.  The  title  is  no  misnomer, 
for  I  broadcast  by  means  of  remote  control 
from  my  office  at  the  bank.  I  tell  how  a  mort- 


gage loan  made  it  possible  for  the  head  of  a 
family  to  keep  his  home,  how  a  young  man 
was  enabled  to  get  a  college  education 
through  one  of  the  bank's  loan  plans,  how  the 
bank  performs  many  similar  valuable  services 
in  the  community.  Because  the  talks  are  built 
around  the  bank's  services,  I  omit  all  com- 
mercial material  as  such. 

Black  and  white  facts  prove  the  success 
of  this  policy.  Since  the  bank  has  used  radio, 
our  total  resources  have  increased  one  million 
dollars;  in  a  highly  competitive  market,  we 
have  made  two  and  one-half  millions  in  mort- 
gage loans ;  opened  a  thousand  new  savings 
accounts ;  and  taken  in  a  million  dollars  in 
savings. 

In  the  broader  program  field  new  possibil- 
ities are  being  revealed  every  day.  News 
broadcasts,  today  commanding  the  greatest 
audiences  in  radio  history,  have  proven  excel- 
lent for  financial  advertisers  because  of  the 
splendid   commercial    tie-in   possibilities. 

An  intrepid  trust  company  in  New  York 
City  has  decided  to  experiment,  and  has  gone 
into  the  radio  sports  field.  First  reports  indi- 
cate the  experiment  is  clicking. 

Music,  which  in  one  form  or  another  has 
universal  appeal,  is  being  used  in  a  number  of 
interesting  ways.  A  neighborhood  bank,  lo- 
cated in  a  section  of  a  large  city  where  the 
population  is  predominantly  Polish,  presents  a 
half-hour  program   of  popular   Polish  music. 


138 


RADIO     SH  OWM  ANSH  i  P 


...40%     of    $92,000,000.00 


WOODCARVING  COURTESY  THOMAS  CHAN  GALLERIES 


iDrother,  that  ain't  hay  I 


According  to  the  comhined  income  state- 
ment of  705  standard  broadcast  stations 
as  reported  to  the  FCC  in  1939,  radio  sta- 
tions received  a  total  income  of  $91,901,- 
955  from  all  U.  S.  advertisers.  This  in- 
formation, released  August-September  of 
1940,  is  the  latest  official  figure  available/ 

Local  advertisers  alone  were  respon- 
sible   for    $37,315,774    of    that    income! 


U.  S.  broadcasting  stations  derived  more 
income  from  local  advertisers  than  from 
either  the  national  networks  or  national 
and  regional  buyer  of  spot   advertising. 


This  means,  radio  stations  received  a 
greater  percentage  of  their  total  in- 
come from  local  radio  thne-huyers  (the 
laundry,  the  dairy,  the  bakery,  the  de- 
partment store,  the  clothier)  than  from 
any   other   single  group   of  time-huyersl 


Are    you    doing    a    sufficient    promotion    job    in    your    own    back    yard? 


'IJroadcastinsj   Yearbook    (1941)    Page   444. 


.^■MS  IS  T«C  * 


OUR  STORY  IN   10  SECONDS 

We  print  a  monthly  magazine  full  of  i/m 
ahle,  tested  radio  programs  and  promotion^ 
gathered  from  all  over  the  country  and  in- 
dexed hy  businesses. 

We  mail  it  to  your  clients. 
We  pay  for  postage. 
We  do  the  wrapping. 
We  do  the  addressing. 
We  hind  Your  Station  Insert  into  every 
copy. 

We  mail  your  station  salesmen  (to  their 
home  addresses)  the  RS  Sellogram  every 
month! 

All  this  for  just  15c  per  issue. 

All  you  do:  furnish  the  mailing  list  and  a 
four-page  insert  with  your  stations  story 
printed  on  it;  the  insert  is  hound  into  every 
copy  of  Radio  Showmanship  mailed  out  by 
lis  to  your  customers.  Radio  Showmanship 
is  Exclusive  with  one  station  in  a  selling 
area. 


This  is  a  partial  list  of  the  many  stations  having  Radio  Showmanship 
Magazine  mailed  to   their  clients,  prospects   and  station    salesmen: 

WXYZ  WIND  KOMA                                    WBNS 

Detroit,  Mich.  Chicago,   III.  Oklahoma  City,  Okla.                    Columbus,    Ohio 

WSPD  WHN  WGR-VVKBW                       WOL 

Toledo,    Ohio  New  York,  N.  Y.  Buffalo,  N.   Y.               Washington,  D.   C. 

KOA  KOL  WHK-WCLE                        WKRC 

Denver,    Colo.  Seattle,    IVash.  Cleveland,  Ohio                    Cincinnati,  Ohio 

WFBR  KDYL  WFIL                                      WFBM 

Baltimore,  Md.  Salt  Lake  City,   Utah  Philadelt^hia,  Pa.                Indianapolis,    Ind. 

KMO  KFJM  KGIR                                      KIT 

Tacoma,   Wash.  Grand  Forks,  N.  D.  Butte,  Mont.                       Yakima,   Wash. 

KROW  KLPM  KHBG                                     WELI 

Oakland,  Calif.  Minot,  N.  D.  Okmulgee,  Okla.             New   Haven,   Conn. 

WBLK  KRMC  KTSW                                    WNLC 

Clarksburg,   W.   Va.  Jamestown,  N.  D.  Emporia,  Kan.            New  London,   Conn. 

WCHS  WOOD  WORC                                    WNBC 

Charleston,   W.   Va.  Grand  Rapids,  Mich.  Worchester,  Mass.                    Hartford,  Conn. 

WPAR  WAGA  WGRC                                    KVAK 

Parkcrsburg,  W.  Va.  Atlanta,  Ga.  Louisville,  Ky.                      Atchison,  Kan. 

W'SAZ  WWVA  KVFD                                     WFCI 

Huntington,    W.   Va.  Wheeling,   W.    Va.  Fort  Dodge,  Iowa                   Pawtucket,   R.   I. 

KFJZ  WLOK  WCOP                                      WFBL 

Fort   Worth,  Te.vas  Lima,   Ohio  Boston,  Mass.                    Syracuse,  N.   Y. 

WEBC  WHIZ  KPDN                                     WHOP 

Duluth,  Minn.  Zancsvillc,   Ohio  Pampa,   Texas                  Hopkinsville,   Ky. 

WLAP  WMMN  WJPR                                     KDTH 

Lexington,  Ky.  Fairmont,    W.    Va.  Greenville,   Miss.                       Dubuque,  loiva 

WTCN  WT5RC  WSIX                                       KGDE 

Minneapolis,  Minn.  Birmingham,  Ala.  Nashville,   Tcnn.              Fergus  Falls,  Minn. 

KDLR  WLEU  WKST                                      WIBIM 

Devils  Lake,  N.  D.  Eric,   Pa.  .\'civ  Castle,  Pa.                       Jackson,   Mich. 

Radio  Showmanship  Magazine  Is  Exclusive  With  One  Station  in  a  City. 


^S4m/n 


AT  A  COST  OF  ONLY    15c  PER  COPY   PER  MONTH 

Mail  the  Enclosed  Postcard  Today! 


It  is  greatly  enjoyed  and  appreciated  by  the 
Poles,  who  love  their  traditional  polkas  and 
obereks. 

Another  city  has  many  people  who  love 
good  symphonic  music.  A  transcribed  pro- 
gram presenting  the  nation's  finest  symphony 
orchestras  here  commands  one  of  the  largest 
nighttime  audiences  in  the  history  of  the  sta- 
tion, 

A  savings  and  loan  institution  wanted  to 
build  itself  up  as  one  of  the  old,  reliable 
business  firms  of  a  particular  community.  So 
an  astute  advertising  man  conceived  a  half- 
hour  program  presenting  local  talent.  Large 
school  and  college  choral  groups  went  to  the 
firm  and  presented  radio  concerts  directly 
from  the  lobby.  The  programs  were  duly  im- 
pressive, the  popular  interest  tremendous. 

A  vox  pop  program,  broadcast  directly 
from  the  lobby  of  a  metropolitan  bank,  and 
using  questions  of  current  interest,  commands 
a  large  following  in  one  city.  Here  the  spon- 
sor has  cleverly  had  the  broadcasting  com- 
pany install  a  "travelling  mike,"  and  when 
time  for  the  commercial  announcement  rolls 
around,  the  announcer  just  walks  behind  the 
scenes  at  the  bank — into  the  tellers'  cages, 
into  the  safe-deposit  vault — and  all  over,  con- 
stantly chatting  in  a  friendly  manner  and  in- 
directly selling  the  radio  audience  on  the 
bank's  services.  He  talks  with  the  employees, 
the  clientele,  the  visitors,  everyone  within 
range  of  his  travelling  mike.  His  daily  trip 
around  the  bank  is  an  interesting  experience 
for  thousands  of  radio  listeners. 

These  are  just  a  few  examples  of  ways  in 
which  financial  advertisers  are  using  radio. 
Because  you  can  skillfully  weave  your  own 
advertising  into  any  kind  of  a  program,  be  it 
educational,  entertaining,  or  any  type,  a  limit- 
less field  lies  open. 

There  are  plenty  of  good  ideas  waiting  for 
someone  to  try  them  out.  One  thing  is  cer- 
tain, and  we  can't  repeat  it  too  often — when 
you  go  into  the  radio  program  field,  make  up 
your  mind  to  do  the  necessary  promotion 
work  which  is  a  part  of  successful  use  of  the 
medium. 

Every  piece  of  mail  you  send  out  should 
build  your  radio  program.  The  right  organi- 
zations and  clubs  in  your  city  should  have  it 
brought  to  their  attention  forcefully  and  reg- 
ularly. If  the  program  starts  out  with  ten 
thousand  listeners,  decide  that  you're  going  to 
try  to  add  a  good  number  at  every  new 
broadcast.  Every  person  who  comes  into  your 
place  of  business  should  be  made  acquainted 
with  your  radio  efEort.  These  are  all  spokes 
in  the  wheel.  The  more  of  them  there  are, 
the  stronger  the  promotion,  and  the  greater 
your  success. 


YOURS 


for  the  asking 


ADDRESS     RADIO    SHOWMANSHIP 
11th    at    Glenwood,    Minneapolis,    Minn. 

SAMPLE    SCRIPTS    AVAILABLE 

Automobiles — Mr.     Yes     and     No      (see 

Sept.   issue,   p.   32). 
Auto     Supplies — Jack,     the    Tire     Expert 

(see    p.    135). 
Bakeries — Musical    Arithmetic     (see    Feb. 

issue,   p.    72). 
Building     Materials — Homers     at     Home 

(see  Feb.  issue,  p.  58). 

Chiropractic — The  Good  Health  Program 

(see  March- April  issue,  pp.   110,   112). 
Dairy  Products — Junior  Town    (see   Dec. 

issue,  p.   136). 
Dairy  Products — Young  American's  Club 

(see  Nov.  issue,  p.   110). 
Department  Stores — Hardytime  (see  Sept. 

issue,  p.   35). 
Drug     Stores — Five     Years     Ago     Today 

(see  Dec.  issue,  p.   146). 
Electric     Appliances — Prof -it      (see     Sept. 

issue,   p.   28;    Oct.   issue,   p.   65). 
Flowers — An    Orchid    to    You    (see   Sept 

issue,   p.   35). 
Fuel — Smoke    Rings    (see    Dec.    issue,    p. 

126). 
Gasoline — Home  Town   Editor    (see  Oct. 

issue,  pp.   73,   74). 
Gasoline — PDQ    Quiz    Court     (see    Dec. 

issue,   p.    134). 
Groceries — Food   Stamp    Quiz    (see   Sept. 

issue,   p.   33). 
Groceries — Matrimonial      Market      Basket 

(see  Dec.  issue,  p.   154). 
Groceries    (Wholesale) — Hoxie   Fruit   Re- 
porter   (see  Jan.  issue,  p.   34). 
Groceries   (Wholesale) — Market  Melodies 

(see  Oct.  issue,  pp.   73,   74). 

Groceries  (Wholesale) — Women's  News- 
reel  of  the  Air  (see  Oct.  issue,  p. 
63). 

Laundries — Rock-a-bye  Lady  (see  Feb. 
issue,   p.   47). 

Milling — Adluh    Musical    Millers    (see   p. 

149). 
Optometry — Good     Morning,     Neighbors 

(see  Jan.  issue,  p.   35). 
Shoes — Mr.   Fixer    (see  p.    148). 
Women's    Wear — Melodies    and    Fashions 

(see  Nov.   issue,   p.    112). 

SAMPLE    TRANSCRIPTIONS 

Betty   and   Bob    (see   Oct.   issue,   p.    53). 

The   Enemy   Within    (see  Jan.   issue,   p. 

18). 

Little   by   Little  House    (see  p.    128). 

Pinocchio    (see  Sept.  issue,  p.    11). 

Secret  Agent  K-7  (see  Sept.  issue,  p. 
35). 

Sonny  Tabor    (see  p.    140). 

Stella  Unger    (see  Feb.  issue,  p.  56). 

Streamlined  Fairy  Tales  (see  March- 
April   issue,   p.    90). 


MAY,      1  941 


139 


(^owboys 


Make  Good  Salesmen 


The  Adventures  of  a  Wild  West  Weekly  Hero  Are  Put  on 
Record  and  Backed  with  a  Six-Shooter's  Merchandising  Aim 


It  seems  obvious  now  that  a  character  iii  a 
comic  strip  or  a  hero  of  magazine  stories, 
whose  name  and  adventures  already  have  a 
tremendous  circulation  and  popularity  in  its 
original  form,  can  be  converted  into  a  radio 
star  of  the  first  magnitude.  Today,  of  course, 
some  of  the  nation's  top  radio  shows  are 
based  on  characters  and  situations  that  first 
saw  the  light  of  day  in  the  pulp  magazine  or 
on  the  comic  pages. 

Little  Orphan  Annie  went  directly  from 
the  comic  strip  to  radio,  was  given  a  voice 
and  distinct  human  personality  and  today  is, 
and  has  been  for  the  past  years,  one  of  radio's 
better  kid  show^s.  The  producers  of  Superman 
w^ere  quick  to  see  the  possibilities  of  a  radio 
program  based  upon  the  popular  comic  strip. 

Such  programs  have  the  advantage  of  a 
loyal  group  of  followers  who  are  already 
familiar  with  the  character.  Superfluous  is 
the  usual  preliminary  build-up  period  neces- 
sary when  presenting  a  brand  new  radio  pro- 
gram. 

The  second  advantage  lies  in  the  usually 
huge  circulations  of  the  magazines  and  news- 
papers from  which  the  radio  program  origi- 
nated. It's  only  natural  that  Junior,  who  has 
been  follow^ing  Superman  in  the  local  paper, 
should  become  instantly  a  loyal  Superman 
radio  fan. 

A  pioneer  in  the  field  of  the  pre-sold  radio 
program  based  upon  magazine  characters  was 
the  old  and  established  Street  &  Smith  Pub- 
lishing Company,  whose  long  list  of  maga- 
zines boast  a  combined  circulation  up  in  the 
multi-million  class. 


Street  &  Smith's  entry  into  the 
radio  field,  was  not  based  upon  a 
child  hero.  Instead  they  angled  for 
an  adult  audience  with  a  radio  pro- 
gram revolving  around  a  character 
created  in  one  of  their  magazines 
called  The  Shadow.  That  was  in 
1931. 


The  Shadow  proved  to  be  a  popular  pro- 
gram, perhaps  because  the  principal  character 
was  portrayed  by  the  magical  voice  of  a 
youngster  named  Orson  Welles,  but  mostly, 
and  more  probably,  because  The  Shadow  was 
an  already  accepted  black  and  white  hero  be- 
fore he  was  given  a  voice  on  the  radio.  The 
magazine  had  a  circulation  of  400,000  when 
the  program  began. 

It  was  while  The  Shadow  was  rising  to  a 
Crossley  rating  of  17.7  that  William  De 
Grouchy,  broad,  burly,  affable,  200-pound 
Street  &  Smith  promotion  man,  decided  to 
convert  the  program  into  a  transcribed  series, 
air  it  live  over  eastern  stations,  then  offer  the 
program  to  local  merchants  in  exclusive,  non- 
competitive markets.  Its  success  as  a  tran- 
scribed show  in  the  hands  of  local  merchants 
led  him  into  his  next  venture. 

Street  &  Smith  standby  and  oldest  of  all- 
fiction  magazines  in  existence  is  Wild  West 
Weekly.  The  40-year-old  publication  is  read 
by  more  than  350,000  people  weekly.  It  has 
the  largest  circulation  of  any  all-fiction  week- 
ly western  magazine. 

Ace  character  in  Wild  West  Weekly  is  a 
lanky,  taciturn,  Robinhoodish  cowboy  named 
Sonny  Tabor.  With  350,000  people  awaiting 
breathlessly  his  next  week's  adventures,  Sonnyi 
Tabor  seemed  to  promotion  man  De  Grouchy 
an  ideal  character  for  radio.  But  on  the  other 
hand  he  was  not  content  in  bringing  to  the 
air  just  another  action-crammed  show,  even 
though  it  be  a  western,  a  phase  of  story  tell- 
ing as  yet  not  fully  exploited  by  radio.  He 
began  his  search  for  an  angle  that  would 
make  the  series  different,  applicable  to  the 
selling  of  a  variety  of  products,  fit- 
ting as  many  advertising  budgets  as 
possible. 

So  Sonny  Tabor's  adventures  were 
packed  into  a  five-minute  show!  Yet 
each  episode  was  so  arranged  that 
in  addition  to  its  five-minute  usage, 
two   of   the   programs   could   be   put 


140 


RADIO      SHOWMANSHIP 


Oldest  of  all-fiction  magazines  is 
the  40-year-oId  Wild  West  Week- 
ly,  boasting  a  readership  of  more 
than  350,000.  Most  popular  hero 
in  its  pages  is  Sonny  Tabor,  the 
gentleman  with  the  artillery  pic- 
tured here.  Cowboy  Tabor  is  now 
adventuring  into  radio  via  elec- 
trical transcriptions  in  a  series  of 
five-minute  programs. 


MAY,      1941 


141 


on  the  air  consecutively  in  a  well-rounded 
ten-minute  program;  and  three  of  the  epi- 
sodes could  be  strung  together  to  create  a 
full  fifteen-minute  presentation,  with  ample 
time  remaining  for  opening,  middle  and  clos- 
ing commercials ! 

In  that  idea,  Mr.  De  Grouchy  felt  and 
rightly  so,  that  he  had  a  program  plan  that 
almost  any  size  appropriation  could  handle. 

The  next  innovation  was  equally  as  new 
and  unusual.  Street  &  Smith  offered  Sonny 
Tabor  at  a  flat  price,  regardless  of  size  of 
town,  station  or  sponsor! 

The  syndicate  transcription  industry, 
whereby  programs  embodying  expensive  pro- 
duction, talent  and  script  are  made  available 
to  local  merchants  at  a  minimum  of  cost,  is 
a  comparatively  new  phase  of  radio.  In  the 
field  there  is  room  for  an  enormous  amount 
of  experimentation;  room  for  program  plan- 
ning that  is  different.  But  as  in  all  new  ideas, 
the  experiment  must  be  supported  by  the  logic 
of  good  merchandising. 

The  Sonny  Tabor  program  plan  has 
the  advantage  of: 

1.  A  ready-made  audience;  a  character 
whose  adventures  are  followed  weekly  by 
more  than  350,000  people. 

2.  A  flexibility  that  makes  the  program 
fit  with  equal  ease  into  large,  small  and 
medium-sized  radio  budgets. 

3.  A  standard  price  that  will  not  af- 
fect your  choice  of  stations  (usually  the 
price  of  a  transcribed  program  is  based 
upon  the  power  of  the  station  over  which 
it  will  be  presented;  thus,  the 

more  powerful  the  station  you 
select,  the  more  the  program 
costs). 

HOW  YOU  CAN  USE  IT 

Your  choice  of  Sonny  Tabor 
as  a  selling  vehicle  for  your 
product  or  service  depends  en- 
tirely upon  how  well  you  know 
your  customer,  your  product, 
and  your  store.  It's  an  all-age  group,  action- 
packed  program  with  a  masculine  appeal.  It 
has  the  romance  and  glamour  of  the  old  west 
that  has  made  more  men  spend  more  dimes 
for  reading  matter  than  they  have  for  mus- 
tache wax. 

Always  attuned  to  public  waves  of  interest, 
Hollywood  is  going  back  to  Westerns  in  a  big 
way;  not  the  Indian  tales  of  long  ago,  but 
big-time  productions  with  millions  invested  in 


them  are  playing  to  big  grosses  all  over  the 
country.  They  know  that  Gene  Autry,  the 
cowboy  star,  receives  more  mail  than  Clark 
Gable;  that  the  desire  for  adventure  is  strong 
in  everyone ;  radio  can  bring  to  each  of  them 
the  vicarious  thrills  of  the  old  west  in  a  more 
dramatic  and  satisfying  form  than  the  printed 
page. 

Behind  the  program  is  a  merchandising 
plan  applicable  to  almost  any  product. 

First  of  all.  Street  &  Smith  offers  sponsors 
mention  on  a  special  sponsor's  page  in  PVild 
West  Weekly.  Secondly,  because  Wild  West 
Weekly  is  on  sale  at  newsstands  in  your  city, 
you  have  an  excellent  opportunity  of  tieing  in 
with  display  cards  at  the  stands.  Street  & 
Smith  has  prepared  a  card  that  reads: 
"WILD  WEST  WEEKLY  OUT  TO- 
DAY! On  Sale  Here."  On  the  lower  half  of 
the  card  there  is  space  allowed  for  your  im- 
print of  a  message  that  would  read:  "LIS- 
TEN TO  THE  ADVENTURES  OF 
SONNY  TABOR  ON  THE  AIR.  MON- 
DAY, WEDNESDAY  &  FRIDAY  AT 
8:00.  STATION  WWWW.  BROUGHT 
TO  YOU   BY    (Your  Name  &  Product)". 

For  your  younger  listeners,  Street  &  Smith 
has  arranged  a  series  of  popular  premiums 
that  include  Sonny  Tabor  hats,  badges,  belts, 
etc. 

Backed  with  the  proper  promotion  and  if 
your  aim  is  sure.  Sonny  Tabor  can  shoot  his 
way  to  a  lot  of  profits  for  you! 

AIR  FAX:  Nurnber  of  Episodes  Avail- 
able: 39  five-minute  shows;  others  in  pro- 
duction; to  be  broadcast  on 
three-time  or  five-time  a  week 
basis  in  either  five,  ten  or  fifteen- 
minute  periods.  Minimum  Con- 
tract: 39  episodes.  No  music  in 
series.  Story  is  continuous  with 
cliff-hanger  at  end  of  each  epi- 
sode. The  programs  are  sup- 
plied eight  to  a  double  faced 
record. 

Conditions  of  Sale:  Use  of  broadcast  is 
restricted  to  one  store  in  a  city.  Standard 
price  regardless  of  size  of  town  or  power  of 
station  used.  Sponsorship  included  mention 
on  sponsor's  page  in  Wild  West  Weekly  for 
duration  of  program. 

Availability:  For  information  regarding 
availability,  audition  records  or  any  other  in- 
formation, write  directly  to  Charles  Michel- 
son,  67  West  44th  Street,  New  York  City. 


142 


RADIO     SHOWM  ANSH  I  P 


AIRING 
THE  NEW 


All  the  available  data  on  new  radio  programs.  No 
result    figures,    as    yet,    but    worth    reading    about! 

Gasoline 

RINGFREE  NEWSREEL  THEATER  Bound 
to  blast  a  new  precedent  in  radio  news  re- 
porting is  WHN's  Ringfree  Newsreel  Thea- 
ter. So  unusual  was  this  new  kind  of  news 
program  that  sponsor  MacMillan  Petro- 
leum Corp.  (Los  Angeles,  Calif,),  in  the 
interest  of  Ringfree  Oil,  bought  both  morn- 
ing and  evening  programs,  each  an  hour  in 
length,  without  hearing  it  on  the  air  or  audi- 
tioning it! 

For  the  first  time,  the  idea  of  the  movie 
newsreel  theater  has  been  adapted  for  radio, 
the  air  program  operating  in  the  same  man- 
ner as  the  regular  movie  news  theater.  Just 
as  the  same  newsreels  are  repeated  every 
hour  in  the  theater,  so  will  the  same  new^s 
be  repeated  every  ten  minutes  on  the  air, 
with  a  two-minute  Ringfree  commercial  be- 
tween each  repetition.  Just  as  in  motion  pic- 
tures, where  patrons  w^alk  in  the  middle  of 
a  feature  and  still  see  the  whole  show^  the 
Ringfree  Newsreel  Theater  will  operate  as 
a  continuous  news  broadcast.  Listeners  may 
tune  in  anytime  during  the  morning  or  eve- 
ning hour  period   and  hear  the  news. 

Custom  of  news  programs  now  is  to  an- 
nounce the  biggest  event  at  the  beginning, 
with  the  result  that  late  tuners  miss  the  im- 
portant reports.  With  the  Newsreel  idea, 
every  item  will  be  heard  as  long  as  the  listen- 
er remains  tuned  for  12  consecutive  minutes. 

While  the  program  will  consist  of  news 
periods  repeated  every  10  minutes,  late  flashes 
of  important  bulletins,  if  any,  will  be  inserted 
in  the  same  manner  as  they  are  included  in 
other  types  of  broadcasts. 

AIR    FAX:    First   Broadcast:    March    10,    1941. 

Broadcast   Schedule:    Daily,    6:00-7:00    A.M.;    11:00- 
12:00    midnight. 

Preceded   By:    Evening   program:    News. 
Followed    By:    Morning    program:    Opportunity;    Eve- 
ning program:    Cinderella  Hour. 


Competition:     Evening     program:     Dance     orchestras. 

News. 

Sponsor:    MacMillan    Petroleum    Corp.,    Los    Angeles, 

Calif. 

Station:    WHN,    New   York,    N.    Y. 

Power:    5,000    watts. 

Population:     7,346,272     (1940). 

COMMENT:  Welcome  another  form  of  news 
presentation  to  add  to  existing  forms:  Syn- 
dicated press  news,  hourly  headlines,  spot 
news,  authoritative  analysts.  Keep  your  eye 
on  this  one. 

GrDceries 

MEET  THE  CHEF  IVIany  a  recipe-hungry 
housewife,  exquisitely  befuddled  by  the  eva- 
sive flavor  of  a  savory  sauce,  a  tangy  salad, 
has  longed  to  pry  into  the  professional  files  of 
master  chefs.  In  Jacksonville,  Fla.,  sponsor 
S.  A.  Freel  Distrib- 
uting Co.,  in  the  interest 
)>  of  food  products  Hell- 
man's  Mayonnaise,  Kee- 
bler  Crackers,  Fannings 
Bread  and  Butter  Pick- 
les, and  New  Nuccoa,  set 
up  WJHP  microphones 
right  in  the  kitchens  of 
the  city's  five  largest 
hotels.  From  their  inner 
sanctums,  the  hotel  chefs 
alternate  in  serving  up  to 
local  housewives  a  succulent  banquet  of  rare 
but  seasoned  recipes  and  the  stories  behind 
the  dishes. 

Promotion:  Pictures  of  participating  chefs 
garnished  the  broadside  sent  all  grocers  to 
announce  the  program.  As  a  tie-in,  displays 
of  sponsor  products  were  arranged  in  local 
stores. 

AIR    FAX:    First   Broadcast:    January    15,    1941. 
Sponsor:    S.    A.    Freel    Distributing    Co. 
Station:    WJHP,    Jacksonville,    Fla. 
Power:    250   watts. 
Population:     148,202. 

COMMENT:  Recipes  have  been  dished  out  to 
housewives  in  many  a  varied  way,  but  it  takes 
a  program  like  WJHP's  Meet  the  Chef  to 
really  delight  sated  palates. 


Leatherette  Binders 

for 

Radio  Showmanship 

The    compact    way    of    keeping   your    issues    in    a 
permanent,    chronological    group. 

Holds    18  Issues  One  Dollar 

RADIO   SHOWMANSHIP 
11th  at  Glenwood  MINNEAPOLIS 


MAY,      1941 


143 


Department  Stores 


SPEAK  UP  In  the  radio  room  of  Cleve- 
land's new  Telenews  theater,  located  in  the 
downtown  shopping  section,  originates  the 
first  locally-sponsored  forum  broadcast  of  its 
kind.  Terminal  Tower  department  store 
Burt's,  Inc.,  invites  all  citizens  with  a  thirst 
for  argumentative  ideas  on  current  questions 
to  join  the  studio  audience  in  exchanging 
opinions,  clarify  the  miasma  of  misunder- 
standing camouflaging  vital  issues  in  local 
and  international  events. 

Rather  than  stay  the  barnstorming  public, 
L.  O.  Klivans,  president  and  general  manager 
of  Burt's,  largest  local  time  buyer  in  Cleve- 
land, original  radio  program  fancier,  father 
of  the  Speak  Up  idea,  doubled  the  WCLE 
broadcast  time  to  half  an  hour;  still  hasn't 
solved  the  problem  of  seating  space  to  ac- 
commodate the  nightly  overflow.  Burt's  pub- 
lic relations  director,  Mendel  Jones,  acts  as 
interlocutor;  Klivans  personally  appears  on 
the  programs,  gives  commercial  copy  a  direct- 
ness and  intimacy  that  sharpens  its  effective- 
ness. Material  plugs  particularly  the  ready- 
to-wear,  jewelry,  furniture  departments. 
Most  marked  has  been  direct  response  in 
the  ready-to-wear  section.  Klivanesque  ges- 
ture: Invitation  to  the  audience  to  bring  in 
short  scripts,  read  their  opinions  on  any  ques- 
tion. Discussion  topics  are  announced  well  in 
advance.    Without    a    single    solicitation    for 


In  the  streamlined  radio  room  of  Cleveland's  new 
Telenews  theater  gather  public  spirited  people 
nightly  to  air  (on  WHK)  their  views  on  current 
questions.  Burt's  public  relations  director  Mendel 
Jones  at  mike  conducts,  while  L.  O.  Klivans,  presi- 
dent and  general  manager,  left,  watches  with  inter- 
est. 


mail,  WCLE  has  received  some  100  letters 
weekly,  chiefly  suggestions  for  discussion 
topics. 

Giveaway :  To  each  participant  a  pair  of 
tickets  to  the  Telenews  theater,  located  up- 
stairs of  the  Telenews   radio  room. 

AIR    FAX:    Broadcast    Schedule:    Monday    thru    Friday, 
6:00-6:30  P.M. 

Preceded  By:   Training  Camp  News. 
Competition:    Captain    Midnight;    Sports. 
Sponsor:    Burt's,    Inc. 
Station:    WCLE,    Cleveland,    Ohio. 
Power:    500    watts. 
Population:    1,125,942     (1940). 
Agency:    Simons-Michelson,    Inc.,    Detroit,    Mich. 

COMMENT:  On  network  and  locally,  a 
world  affair-conscious  public  has  readily  re- 
sponded to  forum  broadcasts.  Yet  hesitant 
time  buyers  have  been  slow  to  step  to  the 
helm.  In  America  a  good  free-for-all  argu- 
ment will  always  draw  a  crowd — and  cus- 
tomers. 


144 


RADIO     SHOWM  ANSH  I  P 


Mi 


SPECIAL   PROMOTION 

Short   radio   promotions    that   run   but   a   day,   a   week,    or   a 
month   yet   leave   an   impression   that   lasts   the   year   around. 


Manufacturers 


A    CAVALCADE    OF    FREE    ENTERPRISE 

Recently  600  guests  sat  down  at  long  ribbons 
of  banquet  tables  in  Oakland,  Calif.,  ate 
heartily  in  commemoration  of  veteran  em- 
ployees of  Metropolitan  Oakland  firms  who 
have  been  working  for  the  same  companies 
for  35  years  or  longer. 

Host  was  the  National  Association  of 
Manufacturers,  who  also  took  45  minutes  of 
KROW  air  time  to  present  A  Cavalcade  of 
Free   Enterprise,  acquaint  the  citizenry  with 


KROW  staff  man  Bert  Winn  interviews  some  of 
the  veteran  employees  who  were  cast  in  the  pro- 
duction. Cavalcade  of  Free  Enterprise.  Left  to 
right:  C.  L.  Bates,  employed  by  Johns-Manville 
Products  Corp.  for  51  years;  Laura  C.  Moore, 
employed  by  Alameda  County-East  Bay  Title  In- 
surance Co.  for  49  years;  and  Joseph  Lewis,  em- 
ployed by  the  California  Cotton  Mills  for  48  years. 


the  unity  existing  between  employer,  em- 
ployee. Actually  cast  in  the  production  were 
the  10  individuals  with  the  longest  records 
of  employment.  Progress  of  industry,  main- 
tenance of  amicable  labor  relations  came  into 
their  own  in  the  impressive  review.  Emceeing 
were  KROW  staff  men  Bert  Winn  and  John 
K.  Chapel  under  director  Keith  Kerby.  Pro- 
duction collaboration  came  from  Edgar  B. 
Jessup,  president  of  the  Marchant  Calculat- 
ing Machine  Co.;  and  Alvin  Hewitt,  Pacific 
Coast  Manager  of  the  NAM. 

COMMENT:  Heaping  tribute  and  eulogy  on 
employees  who  have  spent  a  lifetime  in  serv- 
ice to  one  firm  also  serves  broader  objectives. 
In  mid-20th  century,  when  labor  and  capital 
are  lashing  each  other  viciously,  free  enter- 
prise and  the  NAM  do  well  to  counteract 
prevalent,  adverse  publicity.  Their  objectives: 
^Minimize  the  public's  opinion  of  the  cleav- 
age between  labor  and  capital  and  minimize 
the  actual  cleavage,  by  demonstrating  to  the 
public  and  employees  their  appreciation  and 
homage  to  faithful  service. 


MAY,     1941 


145 


SHOWMANSCOOPS 

RADIO   SHOWMANSHIP   welcomes   unusual   photographs   of   merchandising 
stunts  used  by  businessmen  to  promote  their  radio  programs.  One  dollar  will 
be   paid    for   pictures   accepted.    If   you   wish   photographs    returned,    please   in- 
clude self-addressed,  stamped  envelope. 


r 


\ 


ms\ 


United  States  Government 
bonds  were  presented  to  five 
Oklahoma  women,  winners  in 
Super  Suds'  $100,000  con- 
test, on  KOMA's  News  from 
the  Woman's  World.  Left  of 
"Uncle  Sam"  is  KOMA 
Woman's  Editor  Claudine 
French,  who  looks  on  while 
C.  W.  Elliot,  Oklahoma  State 
Supervisor  for  the  Colgate- 
Palmolive-Peet  Co.,  distrib- 
utes the  bonds.  Winners,  left 
to  right:  Mmes.  Eloise  Stokes, 
Shawnee;  Gertrude  Reese, 
Norman;  Grace  Wiley,  Miss 
Maurine  Gaskins,  and  Mrs. 
Mildred  Robertson,  Oklahoma 
City. 


Right  up  the  ladder  along 
with  firemen  went  WWL 
special  events  announcer  Al 
Godwin  to  bring  listeners  in 
the  Deep  South  an  on-the- 
scene  account  of  a  recent 
$3,000,000  warehouse  blaze, 
one  of  the  worst  in  New 
Orleans'  history.  WWL's  new 
mobile  unit  got  the  story  plus 
the    actual    sound    effects. 


146 


5,S.n/S.S 


Above  .   .    .   Fred   W.   Kress,   grand   prize  winner 
of    the    St.    Louis    Dodge    Jamboree   drove    home 
in   a   new    1941    Dodge   Luxury   Liner.    Jamboree 
was    the    climax    of   an    intensive,    exclusive    WIL 
spot  campaign  which   lifted  St.  Louis   retail  auto- 
mobile   sales    figures.    Left   to    right:    Jerry    Colt, 
emcee;     O.     J.     Rose,     city     manager     of     Dodge 
Brothers    Corp.;    Neil    Norman,   program   director 
of    WIL;     Ray    Manning,     announcer    of    WIL 
Bill    Durney,    merchandising    director    of    WIL 
Oscar    A.    Zahner,     Ruthrauff     8C     Ryan;     Kress 
Allister    Wylie,    musical    director    of    WIL;     Ray 
Strieker,   RuthrauflF   &   Ryan;    Ken  Bennett,   Ruth- 
rauff    8C    Ryan;    Bart    Slattery,    publicity    director 
of  WIL. 


Below  .  .  .  WCOP  sponsor  Summerfield's,  sell- 
ing furniture,  men's  and  women's  wear,  offers  a 
stopper  for  Bostonians  who  pass  their  windows. 
Announcer  Ray  Morgan  (now  with  WINX, 
Washington,  D.  C.)  is  seen  delivering  the  news 
right  from  the  store  window. 


WHAT  THE  PROGRAM  DID  FOR  MEJ 


This  is  the  businessman's  own  department.  Radio  advertisers  are  invited  to  exchange 
results  and  reactions  of  radio  programs  for  their  mutual  benefit.  Address  all  letters  to 
What  the  Program  Did  for  Me,  Radio  Showmanship,  II //i  at  Glenwood,  Minneapolis,  Minn. 


Groceries 

PANHANDLE  ON  PARADE  "We  began 
this  program  around  seven  weeks  ago,  and 
we  have  paraded  through  a  different  Pan- 
handle town  each  Sunday  during  the  past 
seven  weeks.  This  schedule  was  arranged  by 
contacting  the  Chamber  of  Commerce  in  each 
of  these  towns  and  having  them  co-sponsor 
this  program  with  us  by  inducing  them  to 
pay  the  line  charge  from  Amarillo  to  their 
town  and,  of  course,  we  paid  the  time  charges. 
The  program  continuity  was  jointly  prepared 
by  us  and  radio  station  KGNC. 

"It  is  our  assumption  that  the  chief  benefit 
derived  from  this  program  up  to  this  time  is 
the  good  will  that  has  been  established  by 
broadcasting  these  programs  remotely  from 
these  different  Panhandle  towns  and  by  hav- 
ing either  the  mayor  or  one  of  his  representa- 
tives make  a  brief  talk  on  the  program  telling 
the  advantages  of  his  community.  This  has 
inducted  a  local  atmosphere  into  the  shows, 
and  we  have  found  that  as  the  programs  are 
aired  from  different  communities,  the  mer- 
chants of  those  communities  have  been  much 
more  favorable  towards  pushing  the  sale  of 
our  product,  Golden  Light  Coffee. 

"The  fact  that  Golden  Light  Coffee  is 
the  only  coffee  roasted  and  packed  in  the 
Panhandle  of  Texas  makes  this  product  a 
'natural'  insofar  as  the  different  towns  are 
concerned  since  it  does  not  conflict  with  a 
similar  product  distributed  locally  in  the  in- 
dividual Panhandle  towns. 

"It  is  our  intention  to  continue  the  pro- 
gram. Panhandle  on  Parade,  until  we  have 
visited  all  of  the  main  Panhandle  of  Texas 
towns.  Afterwards  we  intend  to  follow  the 
program  up  with  a  return  engagement  to 
these  various  towns  by  having  the  grocers  of 
these  towns  co-sponsor  another  remote  con- 
trol broadcast.  We  will  tie  this  repeat  show 
in  with  the  Panhandle  on  Parade  program 
so  that  the  effect  of  the  initial  broadcast  will 
not  have  been  lost. 

"We  are  glad  to  say  that  this  particular 
program  has  received  more  comment  than 
any  we   have   sponsored   heretofore,    and   we 


are  advised  by  various  civic  leaders  that  it 
not  only  helps  build  good  will  insofar  as  our 
product,  Golden  Light  Coffee,  is  con- 
cerned but  also  it  helps  build  a  better  rela- 
tionship between  Amarillo  and  the  various 
Panhandle  towns  from  where  these  broad- 
casts originate." 

H.  C.  Donnell 
Owner   and  Manager 
Golden  Light  Coffee  Co. 
Amarillo,   Texas 


AIR    FAX:    For   complete    review,    see   Showmanship   in 
Action,  p.   150. 


Shoes 

MR.  FIXER  "This  program  has  been  and 
is  continuing  to  be  a  complete  success.  It  has 
brought  tangible  results  in  advertising  special 
buys.  Much  appreciation  has  been  shown  by 
people  who  have  come  into  our  store,  person- 
ally, to  congratulate  us  on  our  good  philan- 
thropic work.  In  both  a  business  and  social 
way,  Mr.  Fixer  has  succeeded  in  bringing  the 
name  of  the  Economy  Shoe  Store  before 
the  public.  I  sincerely  feel  that  this  program 
has  increased  sales  and  good  will." 

Harry  Glesin 
Economy  Shoe  Store 
Yakima,  Wash. 

AIR  FAX:  Veteran  KIT  spot  announcement  buyer 
Economy  Shoe  Store  bought  two,  weekly,  15 -minute 
programs,  hired  a  man  to  do  nothing  but  solve  other 
people's  problems.  Selling  a  low  priced  shoe,  seek- 
ing a  large  labor  and  farm  audience,  sponsor  created 
Mr.  Fixer,  who  reads  letters  from  Yakima  families 
soliciting   help. 

First   Broadcast:    January   21,    1941. 
Broadcast   Schedule:    T-Th.,   9:15-9:30   A.M. 
Followed   By:    Ma   Perkins    (Don   Lee    Network    Dra- 
matic  Serial). 

Sponsor:    Economy   Shoe  Store. 
Station:   KIT,  Yakima,  Wash. 
Power:    1,000   watts. 
Population:    36,326. 

SAMPLE  SCRIPT  AVAILABLE. 

COMMENT:  Program's  success  depends  on 
Mr.  Fixer's  ability  to  get  results  from  his  re- 
quests. For  complete  review  of  Mr.  Fixer, 
see  March-April  issue,  p.  103. 


148 


RADIO     SHOWMANSHIP 


Milling 

ADLUH  MUSICAL  MILLERS  "The  Adluli 
Musical  Millers  have  been  appearing  over 
WIS,  Columbia,  S.  C,  7:45  to  8:00  A.M. 
week  days  since  April,  1940.  This  is  a  hill- 
billy program  put  on  by  five  musicians.  They 
have  brought  excellent  results  in  the  form  of 
increased  Adluh  Flour  sales.  We  are  con- 
fident that  this  medium  of  advertising  is  as 
good  as  money  can  buy." 

R.  L.  Wingate 
Advertising  Manager 
Allen  Brothers  Milling   Co. 
Columbia,  S.   C. 

AIR  FAX:  Last  October  15,  Master  Miller  Sam  Poplin 
told  listeners  they  had  a  chance  to  win  a  bicycle. 
Method:  Send  in  the  longest  list  of  words  derived 
from  the  title,  Adluh  Musical  Millers,  plus  two  pic- 
tures of  the  Adluh  Girl  from  any  size  sack  of 
ADLUH  FLOUR.  Four  days  before  the  contest 
closed,  overwhelmed  sponsor  decided  that  one  prize 
was  not  sufficient  for  1,300  letters  each  bearing  two 
proofs  of  purchase!  Sum  total  prizes:  22. 
Showmanstunt:  During  the  course  of  the  contest 
Master  Poplin  and  accordianist  Red  Bennett  made  a 
deal:  If  a  boy  won  the  bicycle,  Sam  would  ride  it 
to  the  winner's  door,  regardless  of  the  distance  from 
Columbia.  If  a  girl  won,  Red  would  do  the  pedal- 
ling. Note:  One  sunny  morning  Poplin  was  seen  on 
a  shiny  new  bicycle  on  the  road  to  St.  Mathews 
(S.  C),  which  is  located  some  35  miles  from  Colum- 
bia. 

First  Broadcast:   April  22,    1940. 

Broadcast    Schedule:     Monday    thru    Saturday,     7:45- 
8:00  A.M. 

Preceded   By:    News;    Morning   Melodies. 
Followed  By:   News    (NBC). 
Sponsor:    Allen    Brothers    Milling    Co. 
Station:    WIS,    Columbia,   S.    C. 
Power:    5,000   watts. 
Population:    71,704. 

SAMPLE    SCRIPT    AVAILABLE. 

COMMENT:  Timeliness  in  commercials  is 
effective!  Adluh  example: 

"Now  then,  for  those  send-off  parties  to  see  the 
boys  off  to  camp.  It  seems  to  me  that  since  the 
boys  are  in  for  some  plain  but  honest  fare  for  the 
next  year,  they  ought  to  have  a  last  fling  et  lots 
of  things  that  are  just  plain  good  to  eat.  Plenty 
of  cakes  and  pies  .  .  .  and  I  said  plenty.  Any 
man,  anywhere,  anytime,  likes  apple  pie.  So  today 
sit  right  down  and  plan  your  party  and  menu. 
Order  a  big  bag  of  ADLUH  FLOUR  for  all  the 
baking   you're   going   to   do    .    .    .    and    get  busy." 


Leatherette  Binders 

for 

Radio  Showmanship 

The    compact    way    of   keeping    your    issues    in    a 
permanent,    chronological   group. 

Holds    18    Issues  One    Dollar 

RADIO    SHOWMANSHIP 
11th  at  Glenwood  MINNEAPOLIS 


SHOWMANSHIP 
IN  ACTION 


Those    extra   promotions    and    merchandising    stunts 
that  lift  a  program  out  of  the  ordinary. 


Amusements 

ELGIN  BIRTHDAY  CLUB  Unique  head- 
ache of  theater  managers  everywhere  is  hav- 
ing to  sell  a  brand  new  product  each  week. 
Whereas  butchers,  bakers  can  benefit  from  a 
cumulative,  week-to-week  build-up  of  name, 
location,  merchandise,  theater  men  must  sell 
the  public  on  a  completely  new  and  different 
item  each  week,  forget  what  they  were  plug- 
ging just  a  few  days  ago.  Ideally  adapted  to 
this  situation,  but  as  yet  very  little  exploited, 
is  radio. 

Packing  his  theater  to  capacity,  showman 
Lloyd  Mills  of  Ottawa,  Canada,  is  hacking 
a  new  path  by  applying  to  a  new  field  an  old 
idea — the  birthday  club.  The  Elgin  Birthday 
Club  goes  on  the  air  each  Wednesday,  when 
club  members  whose  birthdays  fall  during  the 
week  are  presented  with  pairs  of  guest  tick- 
ets. Greetings  are  extended  these  members, 
they  are  informed  they  are  to  be  guests  of 
the  theater  on  their  birthday.  To  become 
members  of  the  Elgin  Birthday  Club,  listen- 
ers must  sign  the  birthday  register  stationed 
in  the  theater  lobby. 

AIR   FAX:    Broadcast  Schedule:   Wednesday,    5:45-6:00 
P.M. 

Sponsor:    Elgin   Theater. 
Station:    CKCO,    Ottawa,    Canada. 
Power:    100  watts. 
Population:    126,872. 

COMMENT:  Manager  Mill's  popular  Birth- 
day Club  is  worth  its  cost  in  good  will  alone. 
Add  to  that  its  effectiveness  as  a  merchan- 
diser, and  you  have  real  returns.  Many  a 
U.  S.  picture  house  could  profit  by  the  ex- 
ample set  by  smart  showman  Lloyd  Mills. 


Beverages 


THE  WHOPPER  CLUB  Fish  program 
which  puts  the  weight  on  "whoppers,"  home- 
spun fishin'  yarns,  gives  back  seat  to  practical 


MAY,     1941 


149 


Information  is  presented  by  the  "Ol'  Timer" 
in  a  friendly,  folksy  manner.  Sponsor  Hyde 
Park  Breweries  (St.  Louis,  Mo.)  sends  a 
case  of  beer  for  the  best  "whopper"  of  the 
day. 

From  time  to  time,  listeners  who  report 
an  unusual  catch  are  invited  to  appear  on  the 
program. 

Program  fish  facts:  Use  of  various  rods, 
reels,  other  fishing  paraphernalia;  good  loca- 
tions. 

AIR   FAX:    Sponsor:    Hyde   Park    Breweries   Assn.,    Inc., 
St.    Louis,    Mo. 

Station:    KWOS,    Jefferson   City,   Mo. 
Power:    250   watts. 
Population:    26,200. 
Agency:    Ruthrauff    &    Ryan,    Inc. 

COMMENT:  Definitely  a  seasonal  promo- 
tion, but  if  it  fits  your  product,  it  sells  it! 


Books 

FISHERMEN'S  CORNER  Up  from  the 
streams  and  waters  in  the  Rochester  (N.  Y.) 
area  comes  oldtime  fisherman-author  Ferd 
Lomb  each  Thursday  night  to  broadcast  on  sta- 
tion WHAM  the  re- 
suits  of  his  hunt  for  an- 
glers' paradises.  Lomb 
does  not  stop  with 
strategic  angling  spots ; 
he's  ferreted  out  where 
to  get  the  best  boats, 
bait,  sleeping  quarters. 
Who's  the  sponsor? 
He  is.  Last  July,  his 
1940  Fishing  Guide 
was  in  its  second  edi- 
tion, on  sale  at  sport- 
ing goods  stores,  city 
newsstands  for  25 
cents.  During  the  pro- 
gram, he  sells  the  smart  booklet  that  gives 
a  whale  of  a  lot  of  information,  provides  fish- 
ing maps  singling  out  teeming  bass,  perch, 
or  muskie  waters  around  Western,  Central 
New  York  state. 

Interest  upped  considerably  when  Lomb 
introduced  the  "Liar's  Contest,"  awarded  a 
Taylor  Fishing  Barometer  to  the  fisherman 
sending  in  the  best  fish  story  of  the  week. 
Program    theme   song:    Three    Little   Fishes. 

AIR    FAX:    Broadcast    Schedule:    Thursday,    6:15-6:30 
P.M. 

Sponsor:    Ferd    Lomb. 
Station:   WHAM,    Rochester,  N.   Y. 
Power:    50,000   watts. 
Population:    357,689. 


COMMENT:  A  program  devoted  to  one  sport 
is  bound  to  have  a  limited  audience,  but  count 
on  it  for  steady  listening,  good  response  to 
commercial  messages. 


Groceries 

PANHANDLE  ON  PARADE  A  peregrin- 
ating program  is  Panhandle  on  Parade,  which 
originates  in  the  high  school  auditorium  of  a 
different  town  in  southern  Texas  each  Sun- 
day. Two  KGNC  announcers  deliver  a  rapid 
eulogy  of  the  host  city,  scan  agricultural  re- 
sources, sources  of  income,  etc.  Honor  guest 
is  the  town's  mayor.  Chamber  of  Commerce 
Secretary  or  other  big^vig  official,  who  de- 
livers a  three-or  four-minute  talk.  During 
the  remainder  of  the  program,  the  audience 
raises  its  voice  in  community  singing,  the 
emcee  responds  with  a  solo.  Three  or  four 
audience  guests  are  interviewed,  receive  a 
pound  of  sponsor's  Golden  Light  Coffee. 

As  the  program  moves  from  town  to  town, 
it  is  alw^ays  assured  of  an  auditorium  audi- 
ence of  some  400  people.  No  magic  involved, 
but  tried  and  true  joint  promotion  of  local 
Chamber  of  Commerce  and  Golden  Light 
Coffee  Co.  Placards  are  prominently  dis- 
played in  each  town  prior  to  the  broadcast. 
Local  newspapers  trumpet  the  program  with 
special  articles;  station  KGNC  plugs  con- 
tinuously. In  some  cities,  the  Chamber  of 
Commerce  mails  invitation  cards. 

Simultaneous  with  the  advance  program 
promotion  in  each  town  is  the  merchandising 
of  sponsor's  product  by  special  representa- 
tives, who  cash  in  on  the  boom  with  extra 
sales   and   prominent  product  displays. 

AIR  FAX:    First  Broadcast:    Feb.,    1941. 

Broadcast   Schedule:    Sunday,    4:30-5:00    P.M. 

Preceded  By:   NBC   Dance  Band. 

Followed   By:    The   Catholic   Hour. 

Competition:    The    Shadow. 

Sponsor:    Golden    Light    Coffee    Co.  , 

Station:    KGNC,    Amarillo,    Tex. 

Power:    2,500    watts. 

Population:    51,792. 

COMMENT:  For  the  sponsor  who  seeks  to 
build  his  product  in  small  neighboring  towns. 
Panhandle  on  Parade,  with  its  appeal  to  civic 
pride  and  its  cooperation  from  local  news- 
paper, Chamber  of  Commerce  has  much  to 
ofier.  For  sponsor  comment,  see  What  thi 
Program  Did  for  Me,  p.   148. 


150 


RADIO      SH  OWM  A  NSH  I  P 


PROOF 0' THE 


PUDDING 


Results  from  radio  programs,  based 
on  sales,  mails,  surveys,  long  runs, 
the  growth  of  the  business  itself. 


Gasoline 

30  SECONDS  TO  GO  On  Monday  and 
Wednesday  nights,  Hitler  and  Mussolini 
should  send  special  envoys  to  Denver,  Colo., 
to  try  out  on  KOA  program,  30  Seconds  to 
Go.  Sponsor  Bay  Petroleum  Corporation 
awards  as  much  as  300  gallons  of  gasoline  to 
one  contestant,  but  the  envoys  must  be  true 
blitzkrieg  boys,  for  it's  the  first  five  seconds 
that  count!  Being  fast  talkers  the  totalitarian 
boys  might  win  (and  besides  they  could  use 
the  gasoline). 

While  a  huge  clock  ticks  warningly  in  the 
background,  dapper,  slender  Wes  Battersea, 
a  veritable  arsenal  of  questions,  calls  contest- 
ants by  telephone,  fires  his  ammunition.  A 
bell  rings  each  five  seconds,  and  the  value  of 
the  question  shrivels  as  the  30  seconds  tick 
away.  To  pass  the  time,  Battersea  politely 
prods  his  befuddled  quizee  with  hints,  harm- 
less jibes. 

Since  30  Seconds  to  Go  began  exciting 
Denverites  last  November,  Bay  Service  Sta- 
tions have  averaged  six  new  customers  daily. 
As  a  direct  result  of  the  announcement: 
"Register  and  receive  hundreds  of  gallons  of 
Bay  Gas  FREE/'  more  than  8,654  cars  went 
over  Bay  Station  driveways  in  the  first  four 
weeks  of  the  program! 

Sponsor's  product  is  merchandised  every 
inch  of  the  way:  To  be  eligible  to  win  the 
free  gasoline  awards,  would-be  contestants 
must  register  at  any  Bay  service  station.  As 
they  register,  they  are  required  to  finish  the 
sentence,  "I  like  Bay  Gas,  because  .  .  ." 
Names  to  be  called  are  selected  on  the  basis 
of   the    answers    given. 

In  its  sapling  days,  the  program  offered  10 
gallons  of  Bay  gasoline  to  anyone  sending  in 
a  "Bay  Proverb"  that  was  read  on  the  air; 
now  listeners  are  requested  to  send  in  ques- 
tions instead  of  proverbs,  and  the  mail  re- 
turns have  doubled.  Short,  pithy  Bay  Pro- 
verbs   are    still    used    in    closing   commercial. 


Brief  commercials  sell  the  quality  and  "extra 
protection"  of  Bay  Gas.  Credit  certificates 
for  gasoline  are  delivered  to  the  homes  of 
winners  personally  by  representatives  of  the 
Bay  Petroleum  Corporation. 

Promoting  the  program  at  its  outset  were 
1 )  advertisement  on  the  radio  page  of  the 
local  newspaper  2)  Thirty  Seconds  to  Go 
banners  flying  from  all  Bay  service  stations. 
Instruction  letters  delivered  to  all  station  at- 
tendants and  salesmen  a  week  prior  to  the 
show's  debut  laid  a  firm  foundation  for  the 
first  influx  of  registrants.  Registration  books 
the  size  of  order  books  were  given  to  all  sta- 
tion managers.  Certificates  in  five  gallon 
purchase  denominations  for  convenient  use  at 
any  Bay  service  station  are  awarded  to  win- 
ners. 

AIR  FAX:   First   Broadcast:   November  5,    1940. 

Broadcast     Schedule:      Monday,     Wednesday,      6:45- 
7:00  P.M. 

Sponsor:    Bay   Petroleum    Corporation,    Denver,    Colo. 
Station:    KOA,    Denver,    Colo. 
Power:    50,000   watts. 
Population:    303,273. 

Agency:    Copyrighted    by    Raymond    Keane    Advertis- 
ing   Agency,    Denver,    Colo. 

COMMENT:  Intelligent  radio  planning  calls 
for  equal  attention  to  program  and  promo- 
tion. 


Beverages 

TOWN  TALK  Man-on-street  programs 
have  been  successfully  sponsored  by  optome- 
trists, jewelers,  automobile  distributors,  fur- 
niture dealers.  To  stimulate  interest,  they 
give  away  to  each  passerby  interviewed  pa- 
triotic emblems,  pocket  knives,  most  often, 
theater  tickets.  Newest  and  best  application 
of  the  man-on-street  show  is  to  a  product 
that  can  itself  be  merchandised  as  a  give- 
away! 

In  the  spring  of  1936,  Town  Talk  staged 
its  maiden  appearance  on  the  streets  of  Bir- 
mingham, (Ala.)  as  a  WBRC  sustainer.  Six 
months  later,  realizing  that  a  man-on-street 
show  might  be  an  important  avenue  to  sales 
increase.  Orange  Crush-7Up  Bottling 
Co.  bought  the  show,  has  staged  1,500  broad- 
casts since. 

At  first,  sponsor  used  the  bromide  give- 
away, theater  tickets,  but  last  year  they 
switched  to  a  six-bottle  carton  of  7Up  (their 
own  product).  Test  of  program's  continuous 
popularity:  A  free  picture  offer  to'  the  public 
of  a  Town  Talk  street  scene  netted  25,000 
requests  in  10  ditys.  Program's  success  has 
resulted  in  7Up  Co's.  adding  street  broadcasts 
in  many  other  cities. 


MAY,     1941 


151 


New  York's  Popular 

HOTEL 

LINCOLN 

44th  TO  45th  STS.  AT  8th  AVE. 

1400  ROOMS 


from 


»3 


Each  with  Bath,  Servidor, 
and  Radio.  Four  fine  res- 
taurants acclaimed  for 
cuisine. 


MARIA  KRAMER 

PRESIDENT 


John  L.   Morgan 
Gen.  Mgr. 

HOTEL  EDISON 

Same   Ownership 


IN    THE    CENTER    OF 
MID-TOWN  NEW  YORK 


AIR  FAX:  Round-faced,  jet-haired  Bill  McCain  has 
interviewed  some  25,000  people  in  his  six  years  of 
Town  Talk.  Most  street  broadcasts  are  informal. 
McCain  goes  one  step  farther;  he  even  ad  libs  the 
commercials! 

First    Broadcast:    Fall,    1936. 

Broadcast    Schedule:    Monday    thru    Saturday,    12:00- 

12:15    noon. 

Preceded    By:    Public    Health    Service. 

Followed  By:   Frankie  Masters'  Orchestra    (NBC). 

Competition:   Farm   8C   Family  Forum;   Public  Health. 

Sponsor:    Orange   Crush-7Up   Bottling   Co. 

Station:   WBRC.    Birmingham,   Ala. 

Power:    5,000   watts. 

Population:   259,678. 

COMMENT:  Most  merchandisers  recognize 
the  tremendous  effectiveness  of  sampling.  In 
Town  Talk,  use  of  7Up  as  a  give-away  not 
only  got  more  people  acquainted  with  the 
product  but  gave  the  emcee  an  excellent 
chance  for  a  commercial  plug  every  time  he 
2ave  awav  a  carton. 


Home  Furnishings 


TRIAL  OF  TALENT  Since  October,  1938, 
"court"  has  held  session  on  the  stage  of  Ell- 
wood  City's  Majestic  Theater  every  Sun- 
day afternoon;  talent  from  all  sections  of 
western  Pennsylvania  has  been  on  trial. 

Gavel-wielding  master  of  ceremonies  grave- 
ly charges  the  defendants  with  possessing 
talent,  grants  a  hearing  to  determine  their 
"guilt."  Comprising  the  jury  are  judicious 
members  from  the  visual  audience,  who  in 
conjunction  \A-ith  the  judge  decide  the  ver- 
dict. At  the  end  of  13  weeks,  each  winner  is 
ordered  to  return  to  court  to  compete  for 
the  grand  SlOO  prize. 

Sandwiched  into  the  show  is  a  five-minute 
comedy  skit,  which  finds  itself  slyly  involved 
into  a  commercial  message.  To  encourage  in- 
terest from  all  parts  of  Western  Pennsyl- 
vania, auditions  are  held  in  three  sister  cities 
each  week.  Admission  tickets  are  obtainable 
only  by  calling  at  sponsor  Ellwood  City 
Furniture  Co.  Each  child  requesting  a 
ticket  must  be  accompanied  by  one  parent. 

Average  weekly  mail  response  over  a  two- 
year  period:  3,000  letters   (votes). 

AIR   FAX:    First   Broadcast:    October,    1938. 

Broadcast    Schedule:    Sunday,     1:00-2:00    P.M. 

Preceded   By:    Hungarian    Hour. 

Followed    By:    Garden    of    Memories. 

Sponsor:    EUwood   Cit>'   Furniture   Co.,   Ellwood    City, 

Pa. 

Station:   WKST,   New   Castle,   Pa. 

Power:    1,000   watts. 

Population:    51,092. 

COMMENT:  I'endency  today  is  building  an 
amateur  show  around  an  interesting  theme — 
show  boats,  court  trials,  night  clubs.  See 
Junior  Showboat,  February  issue,  p.  65. 


152 


RADIO      SHOWM  ANSH  I  P 


TRENDS 


A  rating  of  program  patterns  based  on  a  special  survey  of 
outstanding,  locally-sponsored  radio  programs  throughout 
the  country.  Let  the  TREND  of  these  ratings,  month  to 
month,  be  your  guide  to  better  buying. 


PROGRAM  RATINGS,  MARCH-APRIL,  1941 


Type 

Rating 

Last 
Month 

Change 

MUSIC 

32% 

33% 

-1% 

NEWS 

22% 

21% 

+  1% 

QUIZ 

10% 

11% 

-1% 

INTERVIEWS 

9% 

9% 

TALKS 

8% 

7% 

+  1% 

SPORTS 

7% 

7% 

DRAMA 

6% 

6% 

COMEDY 

6% 

6% 

GROUPS          Men  Women  Children 

Music 27%  35%  36% 

News 27%  20%  9% 

Talks 5  %  1 1  %  3  % 

Interviews  ...     7%  10%  11% 

Quiz 11%  10%  11% 

Sports 13%  3%  5% 

Drama 5%  5%  16% 

Comedy 5%  6%  9% 


TREND  OF  LOCAL  NEWS  PROGRAMS   (General) 


AUG.  SEPT.  OCT.  NOV.  DEC.  JAN.   FEB.  MAR. 


The  trend  of  news  programs  seems  to  move 
almost  in  a  direct  correlation  with  the  course 
of  world  events.  Newest  reports  show  news 
has  once  again  clirnbed  to  its  January  high. 
The  peak  has  yet  to  be  reached. 


TREND  OF  LOCAL  NEWS  PROGRAMS 

(Commercial    Appeal    Directed    to    Men) 


AUG.  SEPT.  OCT.   NOV.   DEC.  JAN.  FEB.  MAR. 


If  you  are  merchandising  directly  to  men, 
you'll  be  interested  in  a  breakdown  of  the 
general  trend  of  news  programs.  Where  the 
commercial  message  is  primarily  for  men, 
news  programs  have  shown  a  steadier,  faster 
climb.  They  should  make  an  even  better  buy. 
At  no  time  in  the  past  eight  months  has  there 
been  a  decline  in  popularity,  only  in  two 
months  (January  and  February)  have  the 
ratings  remained  at  a  standstill! 


TREND   OF    LOCAL    MUSIC    PROGRAMS 


AUG.  SEPT.  OCT.  NOV.   DEC.  JAN.  FEB.  MAR. 


Locally  sponsored  music  programs  showed 
a  slight  increase  ap  and  through  December; 
but  starting  with  the  January  survey,  a  sharp 
decline  has  been  recorded. 


MAY,     1  941 


153 


The  RS  Furniture  Survey 


(Continued  from  Page  131) 


4.  Question:    Hoiu    long    is    your    spot    an- 
nouncement? 

Retailers  reporting  results  good: 

66%    used   one  minute   announcements. 
20%   used  less  than  one  minute  announce- 
ments. 
14%     used    more    than    one    minute    an- 
nouncements. 

Retailers  reporting  results  poor: 

66%    used  one  minute   announcements. 
22%   used  less  than  one  minute  announce- 
ments. 
12%     used    more    than    one    minute    an- 
nouncements. 

By  comparing  these  figures,  we  can  con- 
clude that  the  length  of  a  spot  announcement 
has  little  effect  on  its  pulling  power.  For  the 
answer  to  what  makes  a  good  spot  announce- 
ment, we  must  turn  to  other  factors,  such  as: 
1)  consistency,  2)  placement,  3)  the  mes- 
sage. 

5.  Question:  How    many    weeks    out    of    the 
year  did  you  use  radio? 

Retailers  reporting  results  good: 
Averaged  48  weeks  on  the  air. 

Retailers  reporting  results  fair: 
Averaged  29  weeks  on  the  air. 

Retailers  reporting  results  poor: 
Averaged  23  weeks  on  the  air. 

We  cannot  hastily  conclude  that  if  an  ad- 
vertiser stays  on  the  air  it  will  automatically 
assure  a  successful  campaign.  Consistency 
may  be  the  result  of  a  program's  effective- 
ness, as  well  as  the  cause  of  that  effective- 
ness. However,  there  is  strong  evidence  that 
consistency  does  materially  affect  the  pulling 
power  of  radio  advertising.  Further  proof: 
Of  all  retailers  reporting  results  good,  82% 
were  on  the  air  52  consecutive  weeks! 

6.  Question:  How  many  days  per  week  were 
you    on   the   air? 

Of  retailers  reporting  results  good: 

37%    used  radio  every  day  in  the  week. 

Of  retailers  reporting  results  fair: 

8%    used  radio  every  day  in  the  week. 

Of  retailers  reporting  results  poor: 

5%    used  radio  every  day  in  the  week. 
More  proof  of  the  value  of  consistency  in 
radio  advertising. 


7.  Question:   14^ hat  times  of  the  day  do  you 
use  radio? 


TIME 
O'    DAY 

GOOD 
RESULTS 

FAIR 
RESULTS 

POOR 
RESULTS 

oe.o  e 
9  A.M. 

15% 

7% 

10% 

9  to  11 

22% 

24% 

10% 

11  to  1  P.M. 

15% 

24% 

21% 

1  to  5 

15% 

3% 

29% 

5  to  7 

9% 

28% 

21% 

7  to  10 

24% 

7% 

9% 

After 
10  P.M. 

0% 

7% 

0% 

More  women  buy  furniture  than  men ; 
therefore,  the  most  effective  advertising  is 
timed  to  their  listening  hours. 


8.  Question:   What  type  of  commercial  copy 
(sales   message)   do  you   use? 

GOOD 

68  %  ^^^^^^^m^i 

32% 

FAIR 

68%  ^^^m^^^^^ 

32% 

POOR 

35%^^^^^ 

65% 

KEY 


INSTITUTIONAL   ■ 
PRICE   SELLING     D 


The  importance  of  using  institutional 
copy  to  obtain  best  radio  results  is  strongly 
indicated  by  these  figures.  Institutional  copy 
builds  sales  volume  as  readily  as  price  sell- 
ing copy  does ;  it  builds  a  day-by-day  volume 
instead  of  spasmodic  splurges. 

By  comparing  the  answers  to  each  ques- 
tion, you  will  have  a  basis  for  determining  the 
relative  importance  of  the  factor  discussed.  If 
a  certain  question  received  the  same  answer 
in  all  three  groups  (good,  fair  and  poor), 
you  can  assume  that  this  question  is  not  im- 
portant in  determining  radio  effectiveness.  On 
the  other  hand,  if  marked  differences  in  re- 
sults are  apparent,  then  the  factor  being  dis- 
cussed may  be  said  to  materially  effect  results. 


154 


RADIO     SH  OWM  ANSH  I  P 


QMfn^'' 


,../-"""'" 


JOI    Vik'il    TO    ENJOY  MUSK 


HOW  TO  PLAY  PIANO  WITHOUT  NOTES 


GAMES,  TRICKS  &  STUNTS  WITH  MUSIC 


TIPS  FOR  THE  AMATEUR  SONGWRITER 


40  POPULAR  OLD-TIME  FAVORITES 


THIS  IS  YOUR  EIGHTH  COPY  OF 


s 

^^^^^r  HOWMANSHIP.  In  it  are  articles  concerning,  and  detailed 
descriptions  of  23  radio  programs  as  used  in  13  different  types  of  busi- 
ness fields.  One  of  these  program  presentations  may  prove  adaptable  in 
your  business.  The  Editors  of  Radio  Showmanship  &  Merchandising 
Review  welcome  and  will  promptly  answer  all  correspondence.  May  you 
enjoy  and  profit  from  this  issue. 


owmans. 


NATIONAL  BROADCASTING  COMPANY, 

GENERAL  LIBRARY 

30  ROCKEFELLER  PLAZA,  NEW  YORK,  N.  Y. 

IN  THIS  ISSUE  . . .  PROGRAMS  AND  PROMOTIONS  FOR 


Automobiles    *    Beverages    *    Building  Materials    *    Brug  Products 


Bepartmeut  Stores    *    Gasoliue    -    Groceries    -    Home  Furuishings 


Men's  Wear 


Show  Cases 


Taxicabs 


Women's  Wear 


AU      \      UAPII7Tlir 


A     c  u  D  ir  T  p  r 


HOW  nia%4  _ 

THE  MOST  OUT  OF  |(^,^,  ^/t^mms/lijl 


^ — >./HIS  is  more  than  a  magazine   .    .    .    it's  a  service;  a  valuable 
^*^  aid  to  businessmen  who  are  using,  or  ever  expect  to  use  radio. 

For  convenience  in  reading,  RADIO  SHOWMANSHIP  has  been  divided 

into  two  sections. 

^  Section  I  is  devoted  to  articles  by  leading  retail  merchants, 
advertising  agency  men,  and  well-known  writers  in  the  sales  pro- 
motion field 

^  Section  II  is  made  up  of  11  departments  devoted  to  radio 
programs  and  promotions.  A  thorough  reader  will  find  in  SHOW- 
MANSHIP many  tested  ideas  that  he  can  apply  to  advantage  in  his 
own  business. 

^  However,  recognizing  the  fact  that  some  businessmen  are 
unusually  busy,  too  busy  to  do  anything  but  skim  through  the 
contents  of  a  magazine,  we  have  introduced  an  alternative  method 
of  reading.  Each  article,  each  program  idea,  in  every  department 
of  this  magazine,  is  classified  by  businesses.  These  businesses, 
yours  among  them,  are  listed  alphabetically  in  the  YOUR  BUSINESS 
At  a  Glance  index  on  the  next  page. 

^  Thus,  by  turning  to  YOUR  BUSINESS  AT  A  GLANCE,  you  can 
tell  at  a  glance  on  what  pages  there  are  sales  ideas  adaptable  to 
your  particular  field. 

^  To  get  the  most  out  of  RADIO  SHOWMANSHIP,  read  it  thor- 
oughly  at  your  leisure.  To  get  the  most  out  oi  it  fast,  see  next  page. 


CIRCULATION        THIS       ISSUE:        10,000        COPIES 


J 


YOUR  BUSINESS  AT  A  GLANCE 


An  index,  classifying  by  businesses  the  various  articles  and  services  in  Radio  Showmanship. 
It's  the  quick  way  to  find  out  what  others  in  your  business  field  are  accomplishing  through  radio. 


JUNE 


Business  PAGE 

Automobiles 186,    188 

Barber   Shops 177 

Beverages 176 

Building  Materials  166,  182 

Cemeteries 184 

Department  Stores  178,  180,  181,  189 

Drug  Products 184 

Finance  186,   187 

Gasoline  170,    182 

Groceries  163,    180,    188 


Business  PAGE 

Home    Furnishings 181 

Meat    Products 179 

Men's  Wear 178,  183,  184 

Public  Utilities  178,  187 

Scrap  Metals 183 

Shoe  Repairs 185 

Show  Cases 174 

Sporting    Goods 177 

Taxicabs 168 

Women's  Wear  186 


MAY 


Business  PAGE 

Amusements 149 

Auto    Supplies 135 

Beverages  149,    151 

Books  150 

Department  Stores 144 

Finance 137 

Gasoline 143,    151 


Business  PAGE 

Groceries  143,   148,   150 

Home  Furnishings  127,  128,  130,  152 

Jewelry 132 

Manufacturers 145 

Milling 149 

Shoes 148 


Page   130 


The  RS  Survey  of  Business  Fields — Report  No.   1:   Furniture 

//  you   don't  have  the  May  issue,  order  now! 


JUNE,      194 


159 


EDITORIAL 


!F  YOU'VE  ever  seen  a  hypnotist  in  action,  you  probably  walked   away 
a  little  bit  dubious  of  his  so-called  "powers."  Most  people  do. 

But  hypnotism  does  exist!  In  fact,  if  you're  a  normal  human  being, 
you  are  probably  hypnotized  a  hundred  times  a  day  (in  a  minor  way,  of 
course)  by  the  advertising  that  appears  in  newspapers,  radio,  billboards 
and  other  media. 

Strangely  enough,  the  staged  kind  of  hypnotism  and  the  everyday  kind 
have  much  in  common. 

For  one  thing  .  .  .  the  more  often  a  hypnotist  exerts  his  power  on  a 
subject,  the  less  resistance  that  subject  has  and  the  easier  he  falls  into  a 
hypnotic  state. 

In  advertising,  too,  consistent  repetition  is  an  important  factor  in  break- 
ing sales  resistance.  In  radio,  for  example,  one  sales  message  paves  the 
way  for  the  next  one.  Frequent  intervals  between  broadcasts  make  each 
message  less  effective. 

More  and  more  advertisers  are  taking  advantage  of  the  cumulative 
value  of  a  year-around  campaign,  a  campaign  that  doesn't  take  a  vacation 
during  the  summer  months  and  is  thus  forced  to  start  all  over  again  in 
September. 

Response  to  radio  advertising  doesn't  always  occur  overnight.  Most 
people  who  hear  a  broadcast  are  not  in  the  market  for  the  advertised 
product  at  the  moment.  By  consistent  repetition,  they  can  be  "sold"  on  a 
product  without  actually  buying  it  the  next  day  or  the  day  after.  Weeks, 
even  months  later,  they  make  the  actual  purchase. 

This  phenomenon  is  evident  in  all  forms  of  suggestibility.  Psychologists 
call  it  delayed  response. 

Most  interesting  is  the  use  of  the  same  principle  in  post-hypnotic  in- 
struction. 

While  in  a  hypnotic  state,  a  subject  can  be  given  an  instruction;  for 
example,  he  is  told  to  snap  his  fingers  three  times  when  the  clock  strikes 
twelve.  He  can  then  be  brought  out  of  this  state,  resume  his  normal  every- 
day habits ;  yet,  the  next  time  he  hears  the  clock  strike  twelve,  he  will  un- 
consciously snap  his  fingers  three  times. 

Psychologists  can  tell  you  Jiow  delayed  response  works.  It  works  in 
hypnotism;  it  works  in  radio  advertising! 

Don't  break  the  spell  your  advertising  message  is  weaving  daily  in 
the  minds  of  listeners  with  an  interruption  during  the  summer  months. 
Good  selling  is  constant  selling. 


160  RADIOSHOWMANSHIP 


\^ 


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CO^A?^^"^ 


\hg. 


CONTENTS 


JUNE       1941 

VOL.  2  NO.  5 


Editorial  Advisory  Board 
Radio 

Herbert  Pettey 


Ralph  Atlass 
William  Dolph 
Henry  Johnston 
Glenn  Snyder 
Philip  Lasky 
Roger  Clipp 
J.  Harold  Ryan 


New  York 
Chicago 
Washington 
Birmingham 
Chicago 
San  Francisco 
Philadelphia 
Toledo 


Business 

Lorenzo  Richards 

Ogden,   Utah 
GusTAV  Flexner 

Louisville 
J.  Hudson  Huffard 

Bluefield,  Va. 
Maurice  M.  Chait 

Peoria,  III. 
Frank  J.  Ryan 

Kalamazoo,  Mich. 
Allen  C.  Knowles 

Cleveland 

Editor  and  Publisher:  Don  Paul 
Xathanson  and  S.  H.  Kaufman.  As- 
sociate Editors:  Norman  V.  Carlisle, 
Harold  Kahm,  Paul  Hellman.  Re- 
search Director:  G.  M.  Osman.  Busi- 
ness   Manager:    Norman    Lunde. 

Published  by  Showmanship  Publi- 
cations, Minneapolis,  Minn.  Subscrip- 
tion rate:  $2.50  a  year,  25c  a  copy. 
Address  editorial  correspondence  to 
Showmanship  Building,  Eleventh  at 
Glenwood,  Minneapolis,  Minn.  Tele- 
phone:  Bridgeport  6228. 

Copyright  1941,  by  Showmanship 
Publications,  publishers  of  Radio 
Showmanship. 


Editorial 160 


Grocery  Sales  Thru  the  Air 
A.    A.    Bisstneyer 


163 


The  advertising  manager  of  the  35  Albers 
Super  Markets  in  Ohio  describes  the 
program  that  sells  their  groceries. 


Painting  the  Town 166 

Holland  E.   Engle 

The  radio  director  of  Cramer-Krasselt 
Advertising  Co.,  Milwaukee,  tells  how 
merchandising  assured  a  show's  success 
before  it  hit  the  air! 


CaUing  AU  Cabs 168 

Henry  J.  Kaufman 

In  1939,  the  Yellow  Cab  Co.  had  only  18 
out  of  Washington,  D.  C's.  5,000  taxis. 
The  president  of  the  advertising  agency 
that  handles  the  account  writes  about  the 
comeback! 


The    Nu-Pressure    Oil    Program:     How    to 
Win  Friends  and  Influence  Sales 170 

A  story  in  pictures  of  a  new  product 
launched  solely  on  radio  with  a  happy 
ending! 


(Continued  on  next  page) 


JUNE,     1941 


161 


Page  Mr.  Ripley  174 

R.  L.   Cole 

Sales  manager  of  the  Morton  Show  Case 
Co.,  Dayton,  Ohio,  shows  how  radio  spot 
announcements  sell  store  fixtures. 


Showmanship    in   Action  176 

A  collection  of  those  extra  promotions 
and  merchandising  ideas  that  lift  a  pro- 
gram out  of  the  ordinary. 

Yours  for  the  Asking 179 

A  listing  of  sample  scripts  and  transcrip- 
tion availabilities  on  programs  reviewed 
in  this  and  preceding  issues. 

Showmanscoops 180 

Photographic  review  of  merchandising 
stunts,  and  the  personalities  behind  them. 

What  the  Program  Did  for  Me  182 

This  is  the  businessman's  own  depart- 
ment. Here,  the  radio  advertisers  of  the 


nation  exchange  results  and  reactions  of 
radio  programs  for  their  mutual  benefit. 


Airing   the   New 183 

All  the  available  data  on  new  radio  pro- 
grams. No  result  figures  as  yet,  but 
worth  reading  about ! 

Proof  O'  the  Pudding  186 

Results  from  radio  programs,  based  on 
sales,  mails,  surveys,  long  runs  and  the 
growth  of  the  business  itself. 


Johnny  On  the  Spot 188 

If  you  use  spot  announcements,  you'll  be 
interested  in  the  news,  reviews  and  tips 
in  this  department. 

Trends 190 

A  rating  of  program  patterns  based  on  a 
special  and  continuous  survey  of  out- 
standing, locally-sponsored  radio  pro- 
grams throughout  the  country. 


\\ 


Presenting 

SIGMUND  SPAETH 

'The  Tune  Detective'— in 

FUN  WITH  MUSIC 


A  new  transcribed  series,  consisting  of  26  quarter- 
hour  episodes,  with  three  spots  for  commercials.  A 
merchandising  hook  that  will  produce  one  of  the 
biggest  mail  responses  of  ANY  radio  program, 
which  consists  of  a  new  64-page  book  by  Spaeth — 
also  entided  "FUN  WITH  MUSIC."  Newspaper 
ad  mats  for  radio  pages,  publicity  stories,  displays — 
a  COMPLETE  package  all  ready  to  go  to  work  for 
any  sponsor! 

Audition  samples  and  com- 
plete   data — $5.00   deposit. 


n 


PRODUCED  b  DISTRIBUTED  EXCLUSIVELY  BY 

KASPER-GORDON  Incorporated 

140  BOYLSTON  STREET        •        BOSTON        •        MASSACHUSETTS 

One  of  the  Country's  Largest  Program  Producers  and  Distributors  of  Tested  Transcribed  Syndicated  Shows 


162 


RADIO     SHOWM  ANSH  IP 


rocery  Sales  Thru  the  Air 


By  A.  A.  Bissmeyer,  Advertising  Manager  for  the  35  Albers 
Super  Markets  Located  in  Central  and  Southeastern  Ohio 


After  two  years  of  experimenting  with  radio, 
we  now  have  a  program  that  suits  our  re- 
quirements by  doing  three  essential  jobs: 

1.  It  increases  weekly  traffic. 

2.  It  skyrockets  sales  on  any  single  item  we 
want  to  move  each  week. 

3.  It  gets  listeners  to  scan  carefully  every 
item  in  our  newspaper  ads. 

With  this  program,  we've  lessened  the  gap 
between  advertising  and  sales. 

A  survey  made  by  the  A.  C.  Nielsen  Co., 
radio  researchers  of  Chicago,  informed  us 
that  42%  of  all  housewives  seldom  or  never 
read  retail  food  ads. 

Customary  media  used  in  our  industry  to 
induce  a  great  many  housewives  to  buy  a  lot 
of  items  are  newspapers  and  handbills.  These 
two  items  on  our  advertising  expense  analysis 
account  for  a  large  percentage  of  our  adver- 
tising dollar.   Our  competitors,   likewise,   use 


When  thirty-ish,  progressive  A.  A. 
Bissmeyer  left  school,  he  went  behind  a 
grocery  counter — but  not  for  long!  Store 
managers,  ever  alert  to  the  potentialities 
of  a  superior  worker,  began  shifting  him 
about  from  one  branch  of  the  business 
to  another. 

Today,  a  student  of  the  retail  food 
business,  Bissmeyer  is  advertising  man- 
ager of  Albers  Super  Markets,  has  di- 
rected all  ad  promotions  for  the  35  mar- 
kets in  central  and  southeastern  Ohio  for 
the  past  five  years. 

No  small  part  of  the  success  of 
Mystree  Tunes  is  due  to  the  fact  that  ad 
man  Bissmeyer  personally  takes  time  to 
work  out  the  complete  details  of  each 
broadcast  with  the  advertising  agency 
and  radio  station. 

Outside  of  business  hours,  he  has  two 
hobbies:  his  children. 


the  same  methods  and  means  of  advertising. 
Newspapers  and  handbills  give  the  housewife 
an  ideal  medium  for  a  comparison  of  food 
values,  but  the  question  that  bothered  us  was, 
"Do  all  housewives  read  food  ads  in  news- 
papers and  handbills ;  even  if  they  did,  do  they 
make  comparisons?"  The  Nielsen  survey  gave 
us  the  answer  to  this  question.  Our  next 
problem  was  finding  a  means  of  reaching 
those  housewives  who  do  not  read  ads,  and 
getting  them  into  our  stores. 

It  was  three  years  ago  that  we  first  ven- 
tured into  the  radio  field.  At  that  time,  the 
quiz  show  was  becoming  more  popular  every 
day,  so  our  first  effort  was  a  quiz  show  direct 
from  our  stores.  We  installed  lines  and  each 
morning  broadcast  from  a  different  store,  in- 
terviewing customers.  This  program  produced 
definite,  traceable  results.  We  were  getting 
our  message  to  the  listeners,  but,  as  in  most 
of  the  spot  quiz  shows,  we  were  merchandis- 
ing only  to  our  participating  audience  in  the 
store. 

The  next  year,  we  used  a  daytime  serial, 
the  same  type  of  program  used  so  successfully 
by  many  national  firms.  We  employed  many 
successful  merchandising  stunts  to  promote 
the  dramatic  serial  program.  On  one  offer, 
we  drew  7,500  pieces  of  mail  from  announce- 
ments made  on  two  days.  We  were  convinced 
our  program  had  a  following,  but  we  wanted 
to  do  an  even  bigger  merchandising  job. 

Building  a  large  audience  Is  only  half  the 
job.  The  other  half  is  equally  important — 
making  customers  out  of  the  many  listeners. 

On  the  other  hand,  we  were  equally  con- 
vinced that  the  first  essential  for  successful 
radio  advertising  is  to  have  a  program  that 
attracts  listeners.  Without  a  large  listening 
audience,  no  program,  no  matter  how  well  it 
may  be  merchandised,  can  be  successful.  A 
radio  program  must  first  of  all  attract  listen- 
ers. 

With  this  In  mind,  our  agency,  Frederic 
W.  Ziv,  Inc.,  worked  out  Mystree  Tunes,  a 
musical  game  In  which  the  entire  radio  audi- 
ence participates,  not  merely   a  small  studio 


JUNE,      1941 


163 


audience.  To  our  knowledge,  Mystree  Tunes 
is  the  only  legal  radio  musical  game  directed 
solely  to  the  radio  audience,  retaining  all  the 
necessary  elements  of  a  successful  musical 
game.  Its  legality  has  been  checked  by  the 
United  States  Post  Office. 

Here's  where  the  merchandising  tie-in 
comes  in.  In  order  to  play  the  game,  the 
listeners  must  have  a  mystree  tunes  card. 
This  card  is  absolutely  free  and  is  obtained 
from  any  of  our  stores.  At  present,  we  are 
distributing  some  140,000  cards  each  week. 
There  are  24  pictures  on  the  card,  four  on  a 
row,  and  there  are  six  rows.  Each  picture  on 
that  card  represents  the  title  of  a  song.  The 
listeners  recognize  the  title  of  the  song  as  it 
is  played  by  the  orchestra  over  the  air.  When 
they  recognize  the  title,  they  check  off  the 
picture  that  describes  the  title  of  that  song. 
Object  of  the  game  is  to  fill  a  row  across  the 
card,  not  down,  only  across.  Each  row  has 
one  square  with  a  question  mark  on  it.  That 
square  is  filled  by  the  mystree  tune  as  it  is 
played  by  the  orchestra.  Mystree  Tunes  are 
not  pictured  on  the  card.  Songs  pictured  on 
the  card  are  all  popular  songs  that  most 
everyone  knows,  both  current  hits  and  old 
favorites.  Hints  are  given  by  the  master  of 
ceremonies  to  help  locate  the  picture  describ- 
ing the  tunes.  Because  we  naturally  want  to 
hold  everyone's  interest,  the  pictured  tunes 
are  purposely  made  easy  to  recognize. 

The  Mystree  Tunes,  on  the  other  hand, 
usually  have  familiar  melodies  but  fairly  un- 
known titles  and  lyrics.  We  play  three  mystree 
tunes  on  each  program.  If  the  listeners  do  not 
recognize  the  first  mystree  tune,  they  continue 
to  follow  the  program,  confident  they  will 
recognize   one   of  the   others. 

Each  card  has  the  same  24  pictures  but 
with  many  different  combinations.  For  this 
reason,  the  customer  comes  to  the  store  often 
to  get  many  different  cards.  Each  card  will 
fill  one  row,  and  therefore  every  card  is  a 
potential  winning  card.  Since  we  play  three 
mystree  tunes  and  each  inystree  tune  will  fill 
a  different  row,  there  is  a  natural  incentive 
to  obtain  more  than  one  card. 

Near  the  close  of  the  program,  the  master 
of  ceremonies  reads  a  riddle  over  the  air.  The 
riddle  describes  an  item  in  our  newspaper  ad, 
which  appears  on  the  same  day.  To  be  a  win- 
ner, each  contestant  must,  in  addition  to  fill- 
ing a  row  across  on  the  card,  solve  the  riddle 
which  the  announcer  reads  over  the  air. 

Example: 

"You'll  often  find  me  in  a  stew 
And    here's    a    most    important    clue 
I'm  good  with  butter,  not  with  tea 
And  some  fresh  fruit  tastes  good  to  me." 
(Salt) 


^^^^^ 


Trade  mark 


UP  TO  $300.00  CASH 

AND  50  BAGS  OF  GROCERIES  EVERY  PROGRAM 

Tune  in  W.  K.  R.  C.  8:30  P.  M.,  Thursday 

Sponsored  By  ALBERS  SUPER  MARKETS 

SEE  REVERSE  SIDE  FOR  RULES 

COPY.    IB40   F.  W.   ZIV.  PAT.    APPLICD   FOR 


I     e  ^ 


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/) 


711 


CHATTER 


This  Card  Good  lor  February  29th  Program  Only 


About  140,000  of  these  Mystree  Tunes  cards  are  re- 
quested by  housewives  who  get  them  free  of  charge  at 
ALBERS'  35  SUPER  MARKETS.  Object  of  the  radio 
game  is  to  fill  a  row  across.  Mystree  Tunes  are  desig- 
nated by  question  marks. 


These  riddles  make  the  listener  check  care- 
fully through  the  ad  for  the  solution.  House- 
wives who  never  before  shopped  the  food  ads, 
and  many  who  never  before  looked  at  a 
grocery  ad,  now  read  our  ads  carefully.  You 
can  imagine  what  this  increased  listener  in- 
terest means! 

Everyone  filling  a  row  and  solving  the  rid- 


164 


RADIO     SHOWM  ANSH  I  P 


Originator  of  this  musical  radio  game,  in  which 
the  entire  radio  audience  participates,  is  beaming 
Frederic  W.  Ziv,  president  of  the  advertising 
agency-   of  the   same   name. 


Judging  by  the  broad  smiles  of  the  seated  winner 
and  the  Western  Union  delivery  boy  come  with 
the  prize  money,  the  man  on  the  receiving  end  had 
the  specified  ALBERS  product  in  the  house,  which 
entitles    htm    to    receive   double   the    original    award. 


die  phones  our  switchboard  some  time  within 
an  hour  following  the  program,  giving  the 
operator  the  correct  mystree  tune  and  the 
row  filled,  together  with  the  solution  to  the 
riddle.  After  an  hour's  time,  during  which 
phone  calls  are  accepted,  we  again  come  back 
on  the  air  and  announce  the  names  and  ad- 
dresses of  all  winners.  Every  winner  receives 
a  prize.  Popularity  of  the  program  has  neces- 
sitated the  installation  of  28  special  trunk 
lines  and  telephones,  and  28  operators. 

There  are  three  winning  rows  on  each  pro- 
gram. The  prize  we  give  on  each  row  is  $50. 
If  there  is  more  than  one  winner,  and  there 
usually  is.  the  winners  divide  the  S50  pro- 
portionately. All  in  all,  Albers  Markets 
give  away  $300  cash  in  prizes  each  week.  In 
addition,  each  winner  receives  a  big  bag  of 
groceries. 

Here's  another  merchandising  tie-in  that 
makes  people  who  are  interested  in  playing 
Mystree  Tunes  buy  the  item  we're  promoting 
that  particular  week.  If  the  winner  has  a 
certain  product  in  the  house  when  the  mes- 
senger arrives  with  the  prize  money,  the  prize 
is  doubled.  We  specif}-,  on  the  preceding  pro- 
gram, the  product  they  must  have.  During 
the  past  four  weeks.  86%  of  our  winners  re- 
ceived the  double  prize.  This  double  prize 
has  enabled  us  to  increase  sales  considerably 
on  specific  items.  For  example,  one  week  we 
increased  banana  sales  23%.  bread  sales  34%, 
a  certain  brand  of  fancy  canned  peas  46%, 
and  lamb  sales  60%.  All  these  sales,  of  course, 
were  above  our  normal  weeklv  turnover.   In 


all  cases,  the  food  products  we  specified  as 
the  double  prize  items  were  sold  at  our  regu- 
lar everyday  prices. 

The  week  we  promoted  lamb  we  gave  a 
commercial  on  lamb  pointing  out  its  health- 
fulness,  its  value,  its  fine  flavor,  and  told  the 
listeners  the  meat  cutter  would  give  them  a 
recipe  on  how  to  prepare  a  delicious  lamb 
roast.  This  promotion,  at  a  time  when  lamb 
was  at  its  peak,  resulted  in  the  60%  sales  in- 
crease over  normal  weeks. 

The  first  six  weeks  of  the  program  we  spe- 
cified that  winners  must  have  our  own  brand 
of  Alberly  Coffee.  During  this  period,  our 
coffee  sales  increased  22%.  And  you  know 
how  difficult  a  task  it  is  to  get  customers  to 
switch  from  one  brand  of  coffee  to  another  I 

Since  sponsoring  mystree  tunes,  we  have 
found  many  housewives  can  now  persuade 
their  husbands  or  sons  to  drive  them  to 
Albers  to  obtain  the  mystree  tunes  cards  and 
the  "special  item,"  whereas  formerly  house- 
wives had  no  way  of  getting  to  our  markets. 
They,  of  course,  then  buy  practically  all  their 
food  in  our  markets. 

The  Nielsen  Co.  survey  points  out  that 
79%  of  food  store  customers  purchase  their 
foods  at  the  same  store  for  a  period  of  more 
than  two  years.  Considering  the  profit  on  the 
average  family  food  purchases  for  two  years, 
we  can  afford  to  spend  a  little  more  to  reach 
the  non-ad  reading  housewife.  Mystree  Tunes 
has  well  paid  for  itself  in  increased  number 
of  customers  and  dollar  sales  volume  in  ad- 
dition to  tremendous  publicity. 


JUNE,      194  1 


165 


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ainting  the  Town 


How  Merchandising  Made  a  Show  Successful  Before  It  Hit  the  Air, 
By  Holland  E.  Engle  of  Cramer-Krasselt  Advertising  Co.,  Milwaukee 


Quiz  Auction  was  aired  for  the  first  time 
on  Sunday,  March  16.  From  the  first  it 
clicked  with  St.  Louis  audiences,  and  not  one 
man  behind  the  campaign  was  surprised! 
Weeks  in  advance  a  keenly  calculated  plan 
had  been  laid  and  carried  out.  The  key  to  the 
immediate  success  of  the  show,  both  from 
the  standpoint  of  program  popularity  and 
program  results,  was  advance  merchandising. 

A  radio  program  is  only  as  good  as  the 
job  it  does,  and  a  radio  department  that 
allows  a  program  to  do  the  whole  job  is 
often   courting   failure    for    a   trusting  client. 

Recently,  in  buying  radio  for  the  Phelan- 
Faust  Paint  Mfg.  Co.,  of  St.  Louis,  we 
were  faced  with  a  doubly  difficult  task.  The 
two  reasons  immediately  apparent  were:  1) 
This  client  had  used  radio  before  without 
too  much  success.  2)  Paint  products  are  just 
naturally  hard  to  sell,  whether  over  the  air 
or  through  printed  copy. 

Our  first  step  was  selection  of  a  program 
that  had  been  pre-tested.  We  knew  that  Quiz 
Auction  would  draw  listeners  before  we  ever 
auditioned  it.  After  lining  it  up,  we  drew  up 
the  presentation,  and  auditioned  it  for  our 
client.  We  were  prepared   to  show  him  just 


how  this  program  would  be  merchandised  to 
create  store  traffic  and  how,  through  that 
store  traffic,  the  dealers  could  sell  paint. 

Herein  lies  the  secret  of  radio  success: 
Before  the  program  was  even  sold,  we  knew 
just  how  we  would  merchandise  it.  After  a 
successful  audition,  we  set  the  first  merchan- 
dising date,  the  time  when  we  would  start 
merchandising  the  program  to  the  dealers.  A 
Tuesday  night  was  selected,  and  letters  were 
developed  to  get  the  dealers  out.  Not  one  let- 
ter but  several  were  drafted  to  follow  one 
another  so  as  to  stimulate  effectively  the  deal- 
ers' interest. 

Finally  came  the  night  when  the  meeting 
was  held.  We  had  told  the  dealers  they  were 
in  for  fun.  We  gave  them  just  that!  The  pro- 
gram was  set  up  so  that  they  got  a  preview 
of  the  actual  opening  program  due  to  take 
the  air  the  following  week.  We  further  had 
the  dealers  as  participants  in  the  program 
right  on  the  KMOX  stage.  Five  lucky  deal- 
ers went  home  that  night  with  from  five  to 
$16  won  in  the  Phelan  Quiz  Auction. 

Here  is  the  game  that  these  dealers  and 
subsequently  the  people  of  St.  Louis  have 
been   enjoying  every  Sunday   afternoon   since 


166 


RADIO     SHOWMANSH  IP 


^^>^ 


'■^. . 


last  March:  Contestants,  picked  by  lot  from 
the  studio  audience  prior  to  air  time,  are 
given  five  dollars  each.  This  money  belongs 
to  them,  to  bid  for  each  question  put  "on 
the  block"  by  the  auctioneer,  "Colonel"  Bob 
Dunham. 

The  auctioneer  "sells"  the  desirability  of 
each  question  by  telling,  in  general,  w^hat  it's 
about.  Contestants  may  bid  up  to  five  dollars 
for  the  privilege  of  trying  to  answer.  When 
the  question  is  "knocked  down"  and  the  an- 
swer given  correctly,  the  contestant  receives 
as  a  reward  the  same  amount  that  he  bid. 
If  his  answer  is  incorrect,  he  loses  this 
amount. 

At  the  close  of  the  half-hour  program,  each 
contestant  is  allowed  to  keep  whatever 
amount  is  in  his  possession.  An  additional 
prize  goes  to  the  one  who  has  correctly  an- 
swered the  most  questions. 

Needless  to  say,  this  preview  dramatized 
the  program  to  the  dealers  and  gave  them  an 
inside  interest  so  great  that  they  believed  in 
the  value  of  the  program  before  it  began  to 
exist. 

There  was  a  talk  by  W.  J.  Phelan,  presi- 
dent of  the  company,  that  started  the  ball 
rolling.  Then  we  started  the  real  merchan- 
dising heat.  Posters  were  shown — envelope 
stuffers,  mailers,  bulls-eyes,  window  stream- 
ers, all  the  printed  material  that  we  had  de- 
veloped to  publicize  the  program.  We  told  the 
dealers  of  the  accordian  portfolios,  to  be 
shown  them  during  the  coming  week  by  the 
salesmen.  We  showed  them  how  to  display 
this  material,  where  to  put  it,  and  how  to 
use  it! 

We  explained  how  they  would  participate 
in  mentions  on  the  program  by  getting  cards 


Left  ....  A  typical  PHELAN  window  display 
.  .  .  Note  the  round  Quiz  Auction  sticker  upper 
right,  and  the  streamer,  top  center,  advising  pass- 
ersby  to  "Get  your  entry  cards  here." 

Center  .  .  .  Quiz  Auction  gets  under  way  in  the 
lavish  KMOX  Playhouse  Studio  with  announcer 
Jack  Garrison  explaining  the  unusual  setup  to  the 
capacity  audience. 

Right  .  .  .  The  auctioneer,  at  left,  pays  off  one  of 
the  bidders  who  has  correctly  answered  the  ques- 
tion "knocked  down"  to  him  in  the  bidding.  Group 
is  typical  of  bidders  participating  in  the  Quiz 
Auction  on  KMOX  every  Sunday  afternoon. 


into  the  customers'  hands!  The  listening  pub- 
lic participates  by  sending  in  questions  to  be 
used  in  the  quiz.  Each  of  these  questions  must 
be  written  on  an  official  contest  blank  obtain- 
able only  from  Phelan-Faust  dealers. 
(Some  230  were  received  from  dealers  the 
week  before  the  first  program  was  aired. 
Exactly  485  were  received  the  following 
week  and  since  then,  the  count  has  remained 
steadily  in  excess  of  900  each  week.) 

After  the  complete  selling  talk,  we  led 
them  into  the  KMOX  Magic  Kitchen  where 
they  were  treated  to  a  light  lunch.  When 
those  dealers  left  KMOX  that  night,  they 
were  waiting  for  that  first  program  with  fire 
in  their  eyes!  A  small  survey  conducted  the 
following  week  showed  the  whole  town  cov- 
ered with  promotional  material  displayed,  as 
instructed,  by  the  dealers.  That  dealer  meet- 
ing paid  out  100%! 

Still  not  satisfied  with  our  merchandising 
job,  we  contracted  for  space  in  the  leading 
St.  Louis  newspapers.  We  developed  large 
impact  ads  and  scheduled  them  for  the  open- 
ing Sunday.  Follow-up  ads  are  appearing  each 
Sunday  during  the  campaign. 

Records  were  cut  of  a  prominent  auctioneer 

(Continued  on  next  page) 


JUNE,     1941 


167 


1 


(Continued  from  preceding  page) 

selling  questions  to  the  listeners,  as  the  signa- 
ture and  sign-off.  Our  audience  has  become 
auction  conscious  in  these  few  weeks,  as  is 
evidenced  by  the  overwhelming  demand  for 
admission  tickets  and  the  very  satisfactory 
return  of  cards,  showing  store  traffic  partici- 
pation. 

Our  commercials  are  designed  to  tell  a 
story  in  a  short  time;  they  are  long  on  qual- 
ity and  selling.  We  show  the  advantages  of 
the  Phelan  One-Two  House  Painting 
System,  how  the  first  coat  seals  the  wood  or 
old  surface  so  that  the  life-giving  oils  of  the 
second  coat  cannot  be  sucked  into  the  wood 
and  how  the  high  quality  protective  finish  of 
the  second  coat  beautifies  as  it  protects.  Strong 
emphasis  is  placed  upon  "your  Phelan  deal- 
er," and  no  program  is  presented  without 
suitable  plugs  for  the  experienced  painter. 

The  Phelan  Quiz  Auction  is  a  success.  It 
has  been  successful  since  it  first  took  the  air; 
in  fact,  it  was  successful  before  it  hit  the  air, 
because  it  was  merchandised! 


Thin-cheeked,  ??io- 
n  as  tic,  handsome  Hol- 
land Everett  Engle 
zvas  born  April  26, 
1907,  in  Fairmont,  W. 
Va.,  the  son  of  Olive 
and  Harry  Engle. 
Men  of  the  cloth 
seemed  to  run  in  his 
family:  One  grand- 
father was  a  Metho- 
dist minister,  '  another  an  elder  in  the 
Baptist  Church,  his  own  father  was  a 
deacon  in   the  Presbyterian   Church. 

But  young  Engle  in  his  junior  year  at 
college  heard  a  different  call — the  mic- 
rophone. Since  then  he's  had  his  finger 
in  many  a  major  radio  pie.  He's  managed 
stations  WMMN,  Fairmont,  W.  Va.; 
WWVA,  Wheeling,  W.  Va.;  WBBM, 
Chicago,  III.  As  a  free  lancer,  he  worked 
on  such  programs  as  PVrigley's  Myrt  & 
Marge,  Mars'  Milky  Way  Winners. 

In  1936  he  was  named  radio  director 
of  Erwin,  PVasey  Qsf  Co.,  Chicago,  took 
over  complete  direction  of  the  Carnation 
Contented   Hour. 

Now  radio  director  of  Cramer-Kras- 
selt  Co.,  Milwaukee,  Engle  directs  pro- 
duction of  NBC-Blue's  Ahead  of  the 
Headlines. 

Married  since  1929,  he's  the  father  of 
two  boys,  seven  and  three  years  old. 


(g 


ailing 


In  1939,  the  Yellow  Cab  Co. 
Ad  Exec  Henry  J  .Kaufman 


Washington,  D.  C.  is  recognized  as  the 
city  containing  the  most  taxicabs   per  capita. 

Yellow  Cabs  are  recognized  as  the  best 
known  throughout  the  country. 

Yet,  in  1939  The  Yellow  Cab  Co.  had 
but  18  of  the  city's  5,000  cabs.  Local  fran- 
chise holders  of  Yellow  had  permitted  com- 
petition to  run   away  with  the  market. 

At  that  time  several  enterprising  young 
men,  recognizing  the  importance  of  the  Yel- 
low franchise  in  a  city  filled  with  visitors 
and  strangers  from  sections  where  Yellow 
had  maintained  an  important  position,  bought 
the  Yellow  franchise. 

The  new  owners  had  a  double  job  to  per- 
form— selling  the  public  and  their  own  per- 
sonnel at  one  and  the  same  time. 

While  Washington  affords  rather  compact 
traffic  areas,  providing  ample  cruising  space 
for  street  pick-ups,  this  pick-up  business  is 
concentrated  during  the  rush  business  periods 
of  the  day.  The  new  owners  of  Yellow  real- 
ized they  had  to  create  a  24-hour  business  to 
make  the  cabs  profitable  to  the  drivers  who 
were  buying  them.  The  former  Yellow  man- 
agement had  allow^ed  their  "call"  business  to 
drop  as  low  as  their  number  of  cabs.  The 
new  drivers  wouldn't  "play"  the  phone  sta- 
tions, because  there  were  too  few,  and  "Ho- 
bart  1212"  was  seldom  dialed  by  the  public. 
Yet,  phone  business  was  the  only  business  for 
early  morning  and  night  drivers. 

The  Yellow  Cab  Co.  quickly  installed 
additional  call-boxes  in  key  spots  throughout 
the  city.  Our  agency  was  engaged  to  help 
solve  the  problem  of  immediately  establishing 
Yellow  Cab's  phone  number  in  the  public 
mind.  Our  job  was  to  provide  a  plan  whereby 
cab  drivers  would  be  inspired  to  give  call- 
boxes  the  attention  that  w^ould  insure  prompt 


168 


RADIO      SHOWMANSHIP 


,  All  Yellow  Cabs 


Had  Only  Eighteen  Out  of  Washington.  D.  C's.  5,DDD  Taxis. 
Writes  Ahout  the  Comeback  With  Short  Spot  Announcements 


service.  We  wanted  the  drivers  to  maintain 
and  expand  upon  any  call  business  created  by 
our  promotional  plan. 

We  prescribed  radio.  The  new  schedule 
called  for  station  break  announcements  of  20 
words  used  seven  days  a  week  at  5:59  P.M. 
over  WMAL:  announcements  three  times 
weekly  on  the  Timekeeper,  the  seven  to  nine 
A.M.  program  of  station  WRC :  announce- 
ments three  times  weekly  on  the  Coxktail 
Hour,  5:15  to  5:30  P.M.  program  of  WJSV: 
and  announcements  three  times  weekly  be- 
tween 10  and  11:00  A.M.  in  recorded  music 
periods  over  station  WOL. 

Within  a  few  months.  Yellow  Cab  Co. 
had  purchased  and  put  into  operation  over 
400  cabs.  Their  plan  called  for  several  hun- 
dred more  cabs  before  the  end  of  1940. 

Up  to  the  time  the  Yellow  Cab  Co.  start- 
ed using  radio  announcements,  the  greatest 
number  of  telephone  calls  for  cab  service  in 
any  one  month  was  2.354.  During  the  month 
of  December,  the  tirst  month  any  advertising 
was  used  by  the  company,  the  telephone  calls 
jumped  to  4.955.  an  increase  of  110^  in 
calls  over  November.  The  number  of  calls 
received  during  January  ^vas  7,759.  an  in- 
crease of  57*^t  over  December  and  230%  over 
November. 

The  company  was  elated  over  the  results 
obtained  for  several  reasons  I  1)  It  put  over 
the  telephone  number.  2)  Yellow  Cab  driv- 
ers stayed  by  the  call  boxes  and  gave  patrons 
better  and  quicker  service.  3)  It  boosted 
driver  morale  and  bettered  personnel  rela- 
tions. 4)  It  proved  to  the  company  officials 
that  radio  produced  desired  results  quickly 
and  economically.  The  cost  of  the  entire 
campaign  over  a  two-month  period  was  less 
than  Sf.200. 


Plucky,  farsighted 
Henry  J.  Kaufman 
founded  his  advertis- 
ing agency  the  year 
most  executives  icere 
losing  their  businesses. 
1929.  Unruffled  by 
subsequent  b  u  s i n e s s 
dounuard  zigzags,  he 
built  his  departmen- 
talized agency  to  cover 
local,  regional,  nation- 
al, and  trade  paper  accounts,  has  rated 
national  publicity  on  many  an  outstand- 
ing job.  At  present,  most  colorful  agency 
project  is  the  No  Politics  coast-to-coast 
ihow  on  the  Columbia  Network. 

\ou  34  years  old,  Kaufman  deserted 
!aii-  studies  for  a  job  on  the  Washington 
Tunes-Herald,  starting  in  the  classified 
advertising  department,  remained  for 
seven  years.  Ad  executive  Kaufman  is 
married,  dabbles  in  photography,  rides 
horseback,  devotes  a  good  deal  of  agency 
and  personal  time  to  the  promotion  of 
such  civic  and  charitable  projects  as  the 
Community  Chest.  President's  Birthday 
Ball,  JVashington  Board  of  Trade. 


A  non-cancellable  spot  radio  contract  for 
six  announcements  per  day.  seven  days  per 
week  was  obtained,  and  the  budget  for  radio 
greatly  increased.  We  attributed  the  success 
of  the  campaign  to  the  frequent  repetition 
of  the  phone  number,  together  with  an  em- 
phasis on  those  few  main  factors  upon  which 
(Continued  on  page  175) 


JUNE,      194  1 


169 


THE  NU-PRESSDRE  OIL  PROGRAM  :  H( 


ALSA   CLAGUE 


Twenty  weeks  ago,  ex- 
ecutives of  the  Oil 
Pressure  Corporation 
of  Cohoes,  N.  Y.,  had  a 
product  and  a  problem 
on  their  hands.  The 
product  was  good,  the 
problem  tough.  It  was 
a  twofold  poser.  1) 
How  to  introduce  Nu- 
Pressure  Oil  in  their 
market?  2)  How  to  get 
dealer  distribution?  They  all  agreed  the  an- 
swer was  advertising,  but  how,  what,  when 
and  where  needed  more  thought.  One  bright 
December  they  were  approached  by  a  young 
man  with  a  brighter  idea.  Harry  Goldman, 
fast-talking,  fast-thinking  WABY-WOKO 
commercial  manager,  had  a  presentation  for 
them.  He  spread  before  them  an  original, 
copyrighted  radio  program  called  Pick  Your 
Price;  one  word  lead  to  another  and  a  mer- 
chandising plan  was  built  around  the  show. 
Alsa  Clague,  president   of  the   Oil   Pres- 


sure Corporation,  all  other  officials,  stepped 
whole-heartedly  into  the  promotion,  spared 
no  expense,  overlooked  no  bet  to  give  their 
baby  the  proper  start  in  life.  Proof  of  spon- 
sor cooperation  is  the  fine  publicity  campaign 
that  traveled  hand-in-hand  with  the  program. 
The  American  Way,  a  song  written  by  two 
Albany  men,  dedicated  to  the  local  Kiwanis 
club,  was  introduced  for  the  first  time  on 
the  Pick  Your  Price  show.  It  was  sung  by 
the  Castleton  High  School  Glee  club,  a 
chorus  of  50  voices.  Every  Kiwanis  in  New 
York  State  received  an  announcement  that 
the  song  would  be  introduced  on  the  program. 
Kiwanis  clubs  in  the  area  attended  that 
week's  show  in  a  body.  Present  also  were 
eight  mayors  of  surrounding  towns  and  vil- 
lages, all  in  the  Nu-Pressure  oil  selling  area; 
each  mayor  was  introduced.  The  Pick  Your 
Price  Program  now  opens  and  closes  with 
The  American  Way.  That  new  promotion 
netted  the  program  (and  the  sponsor)  six  full 
columns  of  newspaper  space. 


Eugene  McCuc,  vice-president  of  the  NU-PRESSURE  SALES  CORPORATION,  Thomas  Brown,  inventor 
of  the  product,  and  Harry  Goldman,  station  sales  manager  gather  round  for  the  signing  of  the  contract. 
And  with  that  the  fireworks  started.  The  selling  area  about  to  be  entered  was  avalanched  with  air  and  news- 
paper publicity,  throwaways,  street  signs,  store  signs,  car  signs.  Gas  station  owners  were  contacted  »" 
person,   made   aware  of   the   tremendous   campaign    about  to   break. 


170 


RADIO      SHOWMANSHIP 


J  WIN  FRIENDS  AND  INFLUENCE  SALES 


Albany's  200  taxicabs  carry  this  buniper-sig:n. 
Four  theaters  distributed  15,000  heralds  week- 
ly that  include  mention  of  the  program.  At  the 
start,  to  every  Albany,  Troy,  Schenectady  ga- 
rage and  gas  sUtion  went  a  mailing  piece  an- 
nouncing the  start  of  the  program. 


In  400  Alban>  cigar-stores,  newsstands,  other  display  spots, 
these  colorful  posters  were  placed  before  the  program  s  initial 
airing.  In  exchange  for  sign  space,  tickets  to  the  broadcast 
were  given  away.  Meanwhile  on  the  Strand  theater  screen  a 
trailer  announcing  the  date,  time  and  place  of  the  program 
was  unrolling  itself.  Screen  announcements  continue  through- 
out entire  series. 


After  a  special  pre-program  13-minute  lobby  broadcast  from  the  Strand  theater  during  which  OIL  PRES- 
SURE CORP.  officials  spoke,  the  emcee  was  introduced,  a  few  of  the  by-standers  interviewed,  the  first 
Pick  Your  Price  program  went  on  the  air.  At  the  microphone.  Bill  Winnie,  the  Quiz  Master;  at  the 
piano,  Dick  Hartigan;  in  front,  the  Announcerettes.  In  the  lobby,  each  patron  was  handed  a  special 
Pick  Your  Price  program,  the  first  page  devoted  to  a  picture  of  the  cast,  the  next  two  to  an  introduction 
of  NU-PRESSURE  OIL,  the  last  page  to  a  listing  of  NU-PRESSURE  OIL  dealers  Aroughout  the  en- 
tire territory.   Given   away   in   cash   the   first   night:    S66.33. 


JUNE,     1941 


171 


If  the  contestant  answers  correctly,  he  selects 
a  number  from  the  Pick  Your  Price  board  on 
the  stage.  Underneath  is  the  amount  of  money 
he  wins.  Announcerette  Mary  Morse,  roving 
mike  in  hand,  bites  her  lip  as  the  stage  assist- 
ant  lifts   the   board. 


Played  with  four  wandering  mikes  carried  by  the  four  Announcer- 
ettes,  WABY  staff  girls  ask  mejibers  of  the  audience  for  name, 
address;  quiz  master  Winnie  asks  the  question  from  the  stage. 
At  the  left,  Announcerette  Sally  Martin  holds  the  mike  while 
Ruth   Leffler  waits   for  an  answer. 


THE  AMERICAN  WAY 


FSED  PrTER  jA^ 

^      NU-PRESSURE  m 

WAH 1  —\\\-d.  Eve.  - 8-8J0  ^' 

il 


RAND  THEATRE 


^:^.'^^^s^:^^:^ir5r^  ; 


Newspaper  advertisements  announce  the  program  weekly.  In  the  Strand  Theater  lobby  stands  a  permanent 
40  X  60  sign.  Each  person  answering  a  question  incorrectly  is  given  two  free  theater  tickets  plus  a 
Nu-Pressure  Oil  change  coupon.  Local  composers  Fred  Peter,  Jack  Reed  wrote  a  song  called.  The  Ameri- 
can Way.  Last  month  it  was  published  by  BMI,  became  the  official  theme  song  of  the  Pick  Your  Price 
program.  The  sponsor  had  thousands  of  cards  printed  of  the  song  lyrics,  is  giving  them  away  free  through 
Nu-Pressure   Oil   dealers. 


172 


RADIO      SHOWMANSHIP 


There  had  to  be  a  reason  besides  the  show,  preferably  monetary,  to  make  500  gasoline  dealers  place  a 
Nu-Pressure  container  stand,  poster  in  front  of  their  stations,  plug  the  program,  Nu-Pressure  Oil  qualities 
to  their  customers.  Therefore,  when  a  contestant  answers  incorrectly,  he  is  given  a  certificate  for  a  free 
Nu-Pressure  Oil  change  at  any  gasoline  station;  thaa  certificate  is  redeemed  by  the  Oil  Pressure  Corp.  for 
cash.  Each  broadcast  is  sponsored  by  a  group  of  six  dealers;  their  names  and  addresses  are  plugged  free 
during  the  commercial. 


Top  proof  of  a  program's  value  is  its  renewal  or  expansion.  Last  month  Pick  Your  Price  moved  into  Troy, 
N.  Y.,  originating  in  the  White  Room  of  the  Troy  hotel,  moved  up  to  two  broadcasts  per  week,  one 
Tuesday  evening,  the  other  Saturday  evening.  Both  broadcasts  are  identical  in  procedure.  Above,  the  White 
Room,  smaller  than  the  Strand  Theater,  is  jam-packed  for  the  opening  show;  ample  indication  of  smart 
merchandising. 


JUNE,      194  1 


173 


IP 


1 


age  Mr.  Hipley 


Sales  Manager  R.  L  Cole  of  the  Morton  Show  Case  Co..  Dayton, 
Ohio,  Shows  How  Radio  Spot  Announcements  Sell  Store  Fixtures 


We  had  been  in  business  for  eight  months 
and  on  the  radio  for  five  of  them  when  I 
wrote  the  following  letter: 

"When  we  decided  to  use  your  station  for 
advertising  commercial  fixtures,  we  knew 
that  more  than  95%  of  the  listening  audience 
were  consumers,  not  show  case  prospects. 
However,  we  felt  that  if  we  could  reach  the 
merchant  early  in  the  morning  while  he  was 
not  busy  with  his  trade,  we  could  gradually 
educate  him  to  the  fact  that  we  were  open 
until  9:00  P.M.  every  day  and  that  Morton 
show  cases  were  best  adapted  to  his  needs. 

"Our  salesmen  report  that  the  merchants 
he  calls  on  listen  to  the  news ;  our  spot  an- 
nouncement is  located  between  two  newscasts, 
one  local,  one  direct  from  Europe.  We  use 
only  one  announcement  per  day. 

"We  enjoy  a  large  volume  of  business, 
some  individual  sales  as  high  as  $2,500,  and 
we  have  asked  almost  every  buyer  how  he 
heard  of  our  company.  We  find  that  more 
than  50%  of  our  drop-in  customers  have 
heard  our  spot  announcement  on  your  sta- 
tion. 

"Amazing  as  it  may  seem,  the  gross  profit 
from  radio  sales  are  already  more  than 
enough  to  pay  our  entire  overhead. 

"Radio  has  proved  to  be  our  most  profit- 
able medium,  not  excluding  direct  mail,  news- 
paper and  other  types  of  advertising." 

This  is  the  story  behind  the  letter. 

When  we  opened  our  doors  in  September 
of  last  year,  we  spent  the  first  two  months 
getting  our  house  in  order.  We  made  no  di- 
rect selling  effort;  instead  we  concentrated  on 
merely  acquainting  our  prospects  with  the 
fact  that  we  were  in  business.  We  used  a 
postcard  direct-by-mail  campaign  to  meat 
markets,  grocery  stores,  and  super-markets 
in  our  selling  area. 

From  my  past  experience  in  the  selling  of 
store  fixtures,  I  knew  that  most  of  our  pros- 
pects had  radios  in  their  stores,  usually  in  the 
back  room ;  and  because  most  of  them  spent 
a  good  many  hours  at  the  store,  they  picked 


up  their  local  and  world  news  from  the  radio 
in  the  morning  or  at  other  times  when  cus- 
tomers didn't  demand   their   attention. 

This  fact  was  further  verified  by  our  sales- 
men's report.  They  were  asked  to  keep  their 
eyes  open  and  check  on  each  of  their  calls  just 
how  many  prospects  had  radios  in  their  stores 
and  how  many  they  found  listening  to  the 
radio  when  they  walked  in. 

Our  men  reported  that  practically  all  of 
the  store  owners  tuned  in  on  newscasts  in  the 
morning  on  radios  they  kept  right  in  the 
store/  As  a  matter  of  fact,  many  men  report- 
ed that  they  had  to  wait  around  until  after 
the  news  broadcast  was  over  before  the  mer- 
chant would  give  them  their  time. 

So,  although  we  knew  that  fully  90  per 
cent  of  the  listeners  who  would  catch  our 
announcement  would  not  be,  and  probably 
never  would  be,  in  the  market  for  a  Morton 
show  case,  we  kept  toying  with  the  idea  of 
going  on  the  air  just  to  see  what  reaction  it 
would  have  not  only  among  our  prospects 
but  also  with  our  salesmen! 

The  usual  methods  used  to  advertise  store 
fixtures  is  through  direct  mail  and  newspaper 
want  ads.  It  has  always  been  the  salesmen 
themselves  who  have  unearthed  the  best  leads: 
we  were  looking  for  a  means  of  furnishing 
leads  to  the  salesmen! 

After  discussing  the  matter  fully  and  com- 
pletely at  a  sales  meeting,  we  went  ahead, 
bought  radio  time  just  on  a  trial  basis.  We 
selected  a  spot  announcement  in  the  middle  of 
a  morning  newscast  over  station  WIXG. 

We  had  just  six  announcements  on  the  air 
when  a  man  walked  into  our  show  room  one 
day  and  asked  to  see  some  Morton  fixtures, 
adding  that  he  had  heard  about  them  on  the 
radio.  He  eventually  bought  show  cases  for 
six  super-markets!  An  order  amounting  to 
approximately  $6,000.  The  spot  announce- 
ments had  cost  us  $2.75  a  piece! 

That  settled  it. 

The  results  were  all  out  of  proportion  to 
anything  we  had  even  remotely  expected.  We 
signed    a    contract    for    more    announcements 


174 


RADIO     SHO  WM  ANSH  IP 


with  WING;  we  just  recently  have  con- 
tracted for  spot  announcements  before  and 
after  the  coming  baseball  broadcasts.  All  in 
all,  we  will  spend  $3,000  on  the  air  this  year. 

Our  announcements  to  date  have  been  ad- 
dressed to  the  merchant.  For  example,  one 
reads: 

"Mr.  Merchant:  A  word  from  the  Mor- 
ton Show  Case  Company,  Dayton's  largest 
distributor  of  store  fixtures,  bars,  booths, 
show  cases,  grocery  store  fixtures.  Morton 
will  design  and  remodel  your  store  from 
front  to  back,  no  money  down  .  .  .  prices  and 
terms  so  low  that  your  increased  profits  will 
pay  for  the  equipment.  Morton's  is  open 
daily  9  A.M.  'til  9  P.M.,  Sundays  too.  Go 
to  Morton's,  across  from  the  Herald,  11 
East  Fourth.   Hemlock  4093." 

Starting  this  month  though,  we  have 
changed  our  copy.  Now  we  are  going  to  talk 
to  the  housewife.  We  are  going  to  ask  her 
if  she  ever  notices  the  case  from  which  her 
butcher  takes  his  meat.  Is  it  clean,  white 
porcelain,   like   her   own   electric   refrigerator 


a  If  exceptions  prove 

the  rule,  then  hand- 
some, versatile,  store- 
planner  RohertL.  Cole 
is  the  exception  that 
strengthens  the  wis- 
dom of  an  axiom  once 
penned  by  Mr.  Ben- 
jamin Franklin,  i.e. 
"Early  to  bed  and 
early  to  rise,  etc.  and 
etc."  Bob  Cole  is  prob- 
ably one  of  the  few  successful  U.  S. 
salesmen  who  doesnt  give  a  hoot  who 
gets  the  worm  as  long  as  he  makes  the 
sale.  He  sleeps  'til  noon  daily.  But  this 
seeming  pitfall  to  success  is  overcome, 
of  course,  by  his  indefatigable  efforts  once 
he  does  get  on  the  job.  In  other  words,  he 
works  'til  all  hours   of  the  night. 

Thirty-three  years  old,  five  feet  10 
inches  tall.  Bob  Cole  is  today  considered 
one  of  the  best  planning  engineers  in 
Ohio.  He  spent  seven  years  as  a  Tyler 
distributor,  last  September  joined  Mor- 
ton Show  Case  Co.  Has  been  married 
for  five  years,  shoots  a  low  90  golf,  is  an 
ace  billiard  player.  Hobby:  teaching 
bridge.  Proof  of  his  talent:  He  averages 
$50  a  month  in  winnings  on  Air.  Cul- 
bertson's  card  game.  Cole  takes  no  credit 
for  the  use  of  radio,  was  as  much  sur- 
prised as  anyone  that  the  medium  pro- 
duced the  amazing  results  outlined  in  this 
story. 


at  home,  or  is  it  a  musty,  old-fashioned  wood 
box?  We  are  going  to  ask  her  to  look  for  the 
name  Morton  on  the  show  case  and  tell  her 
that  it  is  her  assurance  she  is  dealing  with 
an  up-to-date  modern  merchant  who  is  giving 
her  good  meat,  good  foods,  kept  fresh  and 
clean  in  Morton  show  cases. 

This  sort  of  approach  will  benefit  both  us 
and  the  merchant  to  whom  we  have  already 
sold  Morton  fixtures.  It  will  have  its  effect 
on  all  merchants,  for  our  news  broadcast  spot 
announcement  reaches  them  all.  Country 
merchants  get  into  town  only  once  a  week 
or  so;  but  they're  in  touch  with  news  daily 
on  their  radios.  We  speak  to  these  country 
merchants  every  day.  Good  fixtures  and  where 
to  buy  them  is  news  to  progressive  merchants. 
It  fits  right  in  with  what  they're  listening  for. 
I've  had  them  walk  into  the  showroom  and 
say  simply:  "Let  me  see  the  Morton  fixtures 
you  talk  about  on  the  radio!"  Fifty  per  cent 
of  them  tell  us  that  the  radio  message  was 
the  reminder  that  brought  them  to  our  door! 

I  believe  that  today  we  control  80%  of  the 
store  fixture  business  in  Western  Ohio.  I 
believe  that  it  is  due  to  our  unusual  use  of 
radio  time.  I  believe  it  so  much  that  within 
the  next  few  months  when  we  open  show- 
rooms in  Lima,  Columbus,  and  Pittsburgh, 
one  of  the  first  things  we  are  going  to  do 
is  buy  spot  announcements  on  the  radio! 


CALLING  ALL  YELLOW  CABS 

(Continued  from  page  169) 

confidence  in  cabs  can  be  built.  Most  of  the 
spot  announcements  were  very  short.  All  con- 
tained the  telephone  number  at  least  twice 
and  all  contained  some  reference  to  one  of 
the  following  factors — cleanliness,  safety, 
courtesy.  Following  are  examples  of  typical 
commercials : 

8  A.M.  Yellow  Cab  Time!  THE  MAGIC 
NUMBER  .  .  .  FOR  BETTER  TAXICAB 
SERVICE  .  .  .  HOBART  1212!  That's 
YELLOW  CAB!! 

10  A.M.  Yellow  Cab  Time!  Yellow  Cabs 
are  clean,  new,  inspected  for  safety!!  Call 
HOBART   1212! 

By  constant  repetition,  the  telephone  num- 
ber and  the  proper  impression  of  Yellow 
Cabs  have  become  indelibly  stamped  in  the 
public's  mind.  To  the  drivers,  most  of  whom 
have  radios  in  their  cars,  these  announce- 
ments and  the  description  of  the  Yellow  Cab 
Co.  is  a  challenge  to  assert  their  best  efforts 
in  giving  service  to  the  public. 

Today,  no  other  cab  passes  Yellow  Cabs 
in  Washington,  D.  C. 


JUNE,     194  1 


175 


riLE 

and  refer . . . 

1  OU'LL  note  by  the  Y our 
Business  at  a  Glance  index  that  all 
merchandising  plans    and   promotion 
ideas  in  Radio  Showmanship 
Magazine  are  classified  by  busi- 
nesses each  month.  Because  so  many 
readers  have  requested  it,  we  have 
created  a  leatherette  binder  in  which 
18  copies  of  Radio  Showmanship 
can  be  conveniently  filed  for  ready 
reference.  Here  is  a  compact  way 
of  keeping  your  issues  in  permanent, 
chronological  order.  The  binder  is 
available  at  only 


$Xoo 


RADIO  SHOWMANSHIP 

llth   at   Glenwood  MINNEAPOLIS 


MICHIGAN  AVENUE 


WHERE 

CHICAGO 


HiCAI 


•  The  pulse  of  the  city — Michigan  Ave- 
nue. Chicago  -work.s  anrt  play.s  to  the 
tune  of  it.s  rhythmic  hum.  In  the  most 
convenient  location  on  thi.s  famous 
thoroughfare,  Hotel  Auditorium  pro- 
vides spaciou.s  pleasant  rooms,  excellent 
service  and  superb  cuisine,  at  reason- 
able rates. 

WITH  BATH  FROM  $250  WITHOUT  BATH  $150 

*•  FROM      !• 


AUDITORIUM 


MICHIGAN  AT  CONGRESS     GEO.  H.  MINK,  Manager 


SHOWMANSHIP 
IN  ACTION 


Those    extra   promotions    and   merchandising   stunts 
that  lift  a  program  out  of  the  ordinary. 


Beverages 

MISSUS  GOES  A-SHOPPING  Bent  on 
flooding  New  York  and  neighborhood  with 
its  beverage,  the  Pepsi-Cola  Co.  took  air 
time  February  last,  sent  eminent  emcee  John 
Reed  King  into  metropolitan  area  grocery 
stores  to  transcribe  interviews  with  shopping 
housewives. 

For  a  solid  hour.  King  carries  on  his  ques- 
tion bee,  politely  parrying  with  the  ladies  on 
such  human  interest  questions  as,  "Does  your 
husband  snore,  and  how  loudly?",  "Who  does 
most  of  the  talking  in  your  family,  you  or 
your  husband?"  Grocery  gifts  and  Pepsi- 
Cola  cartons  are  awarded  for  correct  an- 
swers, with  an  additional  five-dollar  cash 
prize  going  to  the  shopper  who  nets  the  most 
applause  from  assembled  shoppers  for  sing- 
ing of  the  Pepsi-Cola  song. 

Afterwards  at  the  station,  the  record  is  cut 
to  15  minutes,  aired  at  a  later  date. 

Backstage  of  the  fun  of  Missus  Goes  A- 
Shopping  is  painstaking  preparation.  Weeks 
in  advance,  grocery  stores  selected  for  the 
interviews  are  sent  mimeographed  forms 
carrying  complete  information  on  the  pro- 
gram. Grocers  are  informed  of  the  benefits 
they  derive  from  having  the  broadcasts  in 
their  stores.  (Publicity  and  prestige.  When 
the  program  is  played  on  the  air,  the  store, 
its  name  and  location  are  fully  identified  at 
the  beginning  of  the  broadcast.) 

Stress  is  laid  on  the  fact  that  the  entire 
process  of  conducting  the  program  in  the 
store  entails  no  trouble  or  work  for  the  groc- 
er or  his  staff.  Recording  equipment  is  com- 
pact and  can  be  set  up  on  a  small  table 
brought  along  by  station  men.  He  is  informed 
that  his  regular  Pepsi-Cola  salesman  will 
soon  call  on  him  to  help  in  advance  prepara- 
tions for  the  program. 

Pepsi-Cola  lithographs  attractive  posters 
to  be  used  in  stores  in  which  the  program  is 
to  be  recorded.  Measuring  10  by  14  inches, 
they    feature   program   name,    time    and   date 


176 


RADIO      S  HOWM  ANSH  !P 


on  which  show  will  be  recorded  in  grocer's 
store;  they  may  be  displayed  on  counters  and 
pasted  in  store  windows. 

Along  with  these  posters  are  suggestions 
on  what  the  grocer  can  do  to  build  attendance 
in  his  store  the  day  of  the  program:  1) 
"Word-of-mouth"  publicity.  Every  member 
of  staff  should  be  informed  of  the  show^  and 
instructed  to  mention  it  to  every  customer. 
2)  Newspaper  publicity.  Grocers  should  call 
their  local  papers,  tell  them  they  w411  be  re- 
ceiving publicity  from  the  radio  station.  3) 
Mention  in  regular  newspaper  advertisements. 
4)  Inexpensive  handbills,  wnth  samples  en- 
closed in  the  mimeographed  forms,  etc. 

Results  for  Pepsi-Cola:  During  the  pro- 
gram's first  month,  February,  when  sales 
usually  fall  off,  they  rose  five  per  cent! 

AIR    FAX:    First    Broadcast:    February    10,    1941. 
Broadcast  Schedule:    M-W-F,   8:30-8:45    A.M. 
Preceded   By:    Ted   Steele;    News. 
Followed   By:    Harvey    dC    Dell;    News. 
Competition:      Goldbergs      (MBS     dramatic     serial); 
News. 

Sponsor:    Pepsi-Cola    Co.,    Long    Island    City,    N.    Y. 
Station:    WABC,    New    York,    N.    Y. 
Power:    50,000    watts. 
Population:    7,346,272    (1940). 
Agency:   Newell  Emmett  Co.,  Inc.,  New  York,  N.  Y. 

COMMENT:  Pepsi-Cola  Co.  builds  dealer 
good  will  while  deriving  benefit  from  the 
dealers! 

Barber  Shops  (others) 

MUSICAL  GRABBAG  Most  participating 
programs  (more  than  one  sponsor  per  pro- 
gram) are  broadcast  directly  for  the  house- 
wife sometime  in  the  morning  hours.  WFTC's 
Musical  Grabbag  decided  to  be  different.  It 
went  on  the  air  for  half  an  hour  in  the  eve- 
ning, dangled  bait  before  masculine  as  well 
as  feminine  eyes. 

Method:  Each  sponsor  had  a  100-word 
commercial  on  the  program.  Following  each 
announcement,  emcee  Don  Bell  asked  a  ques- 
tion. First  person  (woman,  if  sponsor  sought 
sole  housewife  audience)  to  call  the  radio 
station  with  the  right  answer  won  the  prize 
offered  by  the  merchant.  Important:  Ques- 
tions asked  didn't  require  a  Ph.D.  degree. 
Every  question  asked  on  the  program  was 
answered. 

AIR    FAX:    Broadcast   Schedule:    7:00-7:30   P.M. 

Sponsor:  Caswell  Barber  Shop  (Others:  Ideal  Dry 
Cleaners,  Whitfield  Jewelry,  Grant's  Department 
Store,  Bill's  Soda  Shop,  T.  W.  Dougherty's  Groc- 
ery). 

Station:    WFTC,    Kinston,    N.    C. 
Power:   250  watts. 
Population:    11,362. 

COMMENT:   One  big  advantage  the  partici- 


pating sponsor  has  over  the  single  sponsor  is 
the  popular  give-away.  Whereas  the  single 
sponsor  can  afford  to  give  away  perhaps  one 
prize  for  his  15-minute  program,  six  or  eight 
participating  sponsors  on  a  15-minute  pro- 
gram, each  giving  away  one  prize,  immeas- 
urably heightens   the  program's   appeal. 


Sporting  Goads 


ALLEY  DUST  When  is  merchandising 
smoothest?  Answer:  When  the  sponsor  sells 
merchandise  without  the  public  being  too  con- 
sciously aware  it  is  being  sold. 

Sponsor  Lockwood's  Sportixg  Goods  Co. 
conducts  a  smooth  merchandising  campaign 
along  with  their  bowling  program,  Alley- 
Dust.  Aiming  to  boost  Lockwood's  as  the 
bowling  headquarters  of  Jamestown  (X.  Y.), 
sponsor  conveys  the  impression  by  means  of 
prizes.  To  the  top  man  and  woman  bowler 
of  the  week  are  awarded  "a  new  canvas 
bowling  bag  with  a  leather  strap  and  han- 
dles, and  a  ring  in  the  bottom  for  your  bowl- 
ing bowl  ...  in  other  words  the  satchel  that 
carries  your  complete  bowling  equipment.  It's 
yours  simply  by  calling  at  Lockwood's." 

Auxiliary  competition  is  Lockwood's  Sea- 


Coordinating  their  radio  program  and  display  win- 
dow, LOCKWOOD'S  SPORTING  GOODS  ex- 
hibits the  bowling  bags  and  trophy  cup  they  offer 
as  prizes  in  their  air  contests.  Note  picture  of 
sportscaster    Al    Spokes,    lower    left. 


JUNE,      194  1 


177 


son    Bowling    Contest.    "To    the  high    triple 

game   scorers   in   both   the   men's  and   ladies' 

divisions  of  any  league  play  goes  a  beautiful 
cup.  .  .  .  It's  worth  trying  for!" 

AIR  FAX:    Remainder  of  program  is  local   alley  chatter. 
First  Broadcast:   January   5,    1941. 
Broadcast    Schedule:    Sunday,     1:30-1:45    P.M. 
Preceded   By:    Your   Sunday    Serenade. 
Followed    By:    Let's    Ask    the    Priest. 
Sponsor:    Lockwood's    Sporting   Goods    Store. 
Station:    WJTN,    Jamestown,    N.    Y. 
Power:    250    watts. 
Population:     45,155. 

SAMPLE   SCRIPT   AVAILABLE. 

COMMENT:  Lockwood's  conducts  two  con- 
tests. In  one,  they  award  weekly  a  canvas 
bowling  bag;  in  the  other,  a  beautiful  cup. 
Sponsor  emphasizes  prize  number  one  for 
a  sound  reason.  If  you've  ever  watched  a 
group  of  contestants  standing  around  a  prize, 
you'll  understand  why.  Their  conversation 
generally  runs  like  this:  "I'd  certainly  like  to 
have  that,"  "Say,  that's  a  nice  looking  bowl- 
ing bag!",  etc. 

The  contestants  sell  themselves  on  the 
product.  It's  easy  to  see  that  once  the  contest 
is  over,  the  desire  to  own  the  bowling  bag 
will  not  be  lost  simply  because  the  tourna- 
ment was.  One  good  prize  may  be  worth  a 
hundred  sales. 


Public  Utilities 

MUSICAL  MELANGE  On  their  musical 
program  each  Wednesday  night,  municipally 
owned  Fort  Wayne  City  Light  Co.  focuses 
attention  on  a  fish  bowl  overflowing  with 
lucky  numbers.  They're  the  telephone  num- 
bers of  City  Light  subscribers.  On  each  pro- 
gram the  announcer  pulls  several  lucky  num- 
bers, sponsor  City  Light  Co.  sends  winners 
sets  of  six  electric  light  bulbs  for  use  in  the 
home.  Transcriptions  from  the  NBC  The- 
saurus, Standard  Library  provide  the  musi- 
cal portion  of  the  program. 

AIR    FAX:    First    Broadcast:    December,    1940. 

Broadcast    Schedule:    Wednesday,    7:00-7:15    P.M. 

Preceded    By:    Gold    Star    Final. 

Followed    By:    The    Spelling    Bee. 

Sponsor:    City    Light    Co. 

Station:    WGL,    Fort    Wayne,    Ind. 

Power:    250    watts. 

Population:     117,246. 

Agency:    Carl   J.   Suedhoff   Advertising   Agency. 

COMMENT:  Municipally  owned  utilities  are 
gradually  wakening  to  the  need  of  advertis- 
ing for  successful  business  just  as  private 
enterprise  did  a  long  time  ago. 


Department  Stares 


WOMAN'S  HOUR  Most  housewives  are  on 
the  alert  for  inexpensive  means  of  transform- 
ing their  home  interiors.  Friendly  expert 
Winefred  Bradford  Bloom  rallies  this  audi- 
ence for  Sears  Roebuck 
with  a  program  brimming 
with  furnishing,  decorat- 
ing, gardening  abracadab- 
ra. 

Two  hours  every  after- 
noon Mrs.  Bloom  is  at 
the  store  to  unravel  knot- 
ty furnishing  problems  for 
her  listeners.  In  Febru- 
ary she  held  open  house 
at  her  home,  extended  a 
cordial  invitation  to  all 
listeners  to  visit  her  on 
Saturday  or  Sunday,  three 
to  five  P.M.  For  the  over- 
flow, the  invitation  was 
repeated  the  following  week. 

Merchandising  tie-in:  Each  week  Sears 
Roebuck  offers  a  program  special;  a  reduc- 
tion on  a  specific  item  if  the  patron  mentions 
hearing  about  it  on  the  program. 

AIR    FAX:    First    Broadcast:    November    12,    1940. 
Broadcast    Schedule:    M-W-F,     11:30-11:45    A.M. 
Preceded    By:    Against    the    Storm     (NBC    Dramatic 
Serial ) . 

Followed    By:    Thunder    Over    Paradise     (NBC    Dra- 
matic   Serial ) . 
Sponsor:    Sears    Roebuck. 
Station:   WIS,   Columbia,   S.   C. 
Power:    5,000   watts. 
Population:    71,704. 

SAMPLE    SCRIPT    AVAILABLE. 

COMMENT:  Many  a  program  has  reaped  a 
double  measure  of  success  by  establishing 
friendly  contact  between  the  program  per- 
sonality and  listeners. 

Men's  Wear 

HATS  OFF  Air  salvos  go  to  individuals  and 
organizations  in  a  sprightly,  dramatic  narra- 
tive presented  twice  weekly  by  El  Paso's 
(Texas)  The  Fashion,  men's  furnishings 
store.  With  sponsor  catering  primarily  to 
young  men,  able  narrator  Chapman  singles 
out  for  tribute  heroes  with  youthful  appeal. 
Typical  subjects:  Football  sportsmanship, 
Junior  Chamber  of  Commerce  civic-minded- 
ness,   Ham   radio  organizations. 

To  add  to  program  luster,  after  eulogy  to 
an  organization  is  delivered,  special  mention 
is  made  of  the  chairman's  tireless  efforts.  He 
is  thereupon  introduced,  briefly  interviewed, 
and,    as    a    token    of    appreciation,    presented 


178 


RADIO     SHOWM  ANSH  IP 


with  a  Mallory  hat  by  the  sponsor  himself. 
Merchandising  methods:  The  three  brief 
commercials  in  each  15-minute  program  are 
devoted  to  the  same  article,  a  radio  special. 
Hats  Off  specials  neatly  dovetail  with  pro- 
gram's Hats  Off  theme. 

AIR    FAX:    On    the    Wednesday    program,    eulogies    go 
to  an  individual;    on   Friday,   to  an   organization. 
Broadcast    Schedule:    Wednesday,    Friday,    7:00-7:15 
P.M. 

Preceded  By:   Musicale. 
Followed  By:  Secret  Agent  K-7. 
Competition:    7-Up    Spelling    Bee. 
Sponsor:    The   Fashion. 
Station:    KTSM,    El    Paso,    Texas. 
Power:   250   watts. 
Population:     105,136. 

SAMPLE    SCRIPT    AVAILABLE. 

COMMENT:  A  simple  program  idea,  but 
note  the  compactness,  effectiveness  of  theme 
and  merchandising  tie-in!  For  sponsor  com- 
ment, see  What  the  Program  Did  for  Me,  p. 
183. 

Meat  Products 

MAGNOLIA  MASTERMINDS  OF  TOMOR- 

ROW  "Sho  nuff  South'n  stufE"  is  a  trade- 
mark being  invited  into  more  and  more  Dixie 
homes  since  last  September.  Bolstering  the 
slogan  is  Eight  ball,  Magxolia  Packing  Go's. 
mascot,  a  live  little  Negro  boy.  Promoting 
both  is  sponsor's  hour  long  Sunday  afternoon 
program,  Magnolia  Masterminds  of  Tomor- 
row, giving  Shreveport,  La.  youngsters  a 
chance  to  boast  of  their  brain-power,  com- 
pete for  prizes.  On  hand  at  every  broadcast 
is  Eightball,  busying  himself  distributing  the 
prizes.  He  also  goes  calling  on  Magnolia 
dealers. 

air    FAX:     Twenty-five    children,     aged    eight    to     13, 
compete  on  each  program  in  four  sets  of  eliminating 
questions.     Final     set     of     questions     determine     prize 
winners.    Every    participant    gets    a    program    souvenir. 
Girl    winner's    first   prize   is   a   sweater;    second,    a   rain 
cape.   Boys   get   a   Slinging   Sammy   Baugh   football    as 
first  prize;    a   Boy   Scout  knife  as   second   prize. 
First   Broadcast:    September    15,    1940. 
Broadcast   Schedule:    Sunday,    3:00-4:00   P.M. 
Preceded  By:   NBC  Program. 
Followed    By:    Yvette,    Songs    (NBC). 
Competition:    Invitation   to   Learning    (CBS). 
Sponsor:    Magnolia   Packing   Co. 
Station:    KTBS,    Shreveport,    La. 
Power:    1,000  watts. 
Population:    82,162. 

COMMENT:  Ask  the  average  person  what 
kind  of  program  Philip  Morris  cigarettes 
sponsor  on  the  air.  Will  he  know?  Perhaps! 
One  phase  of  the  program,  however,  you  may 
feel  assured  he  will  be  familiar  with:  The 
clarion  call  of  Johnny!  Trade-marks,  partic- 
ularly live  ones,  pay! 


YOURS 


for  tlie  asking 


ADDRESS    RADIO    SHOWMANSHIP 

11th    at    Glenwood,    Minneapolis,    Minn. 

SAMPLE    SCRIPTS    AVAILABLE 

Automobiles — Mr.     Yes     and     No      (see 

Sept.   issue,   p.   32). 
Auto    Supplies — Jack,     the    Tire     Expert 

(see  May  issue,  p.    135). 
Bakeries — Musical    Arithmetic     (see    Feb. 

issue,  p.   72). 
Building     Materials — Homers     at     Home 

(see  Feb.  issue,  p.  58). 

Chiropractic — The  Good  Health  Program 

(see  March-April  issue,  pp.   110,   112). 
Dairy  Products — Junior  Town    (see  Dec. 

issue,  p.   136). 
Dairy  Products — Young  American's  Club 

(see  Nov.  issue,  p.   110). 
Department  Stores — Hardytime  (see  Sept. 

issue,  p.  35) . 
Department  Stores — Woman's  Hour    (cee 

p.    178). 
Drug     Stores — Five     Years     Ago     Today 

(see  Dec.  issue,  p.   146). 
Finance — Saga  of  Savannah   (see  p.  187). 

Flowers — An   Orchid   to   You    (see   Sept 

issue,   p.   35). 
Fuel — Smoke    Rings    (see   Dec.    issue,    p. 

126). 
Furs — Cocktail    Hour    (see    p.    187). 
Gasoline — Home  Town   Editor    (see   Oct. 

issue,  pp.   73,   74). 
Gasoline — Kendall    House    Party    (see   p. 
182). 

Gasoline — PDQ  Quiz  Court  (see  Dec. 
issue,   p.    134). 

Groceries — Food  Stamp  Quiz  (see  Sept. 
issue,    p.    33). 

Groceries — Matrimonial  Market  Basket 
(see  Dec.  issue,  p.    154). 

Groceries — Mystree  Tunes    (see  p.    162). 

Groceries  (Wholesale) — Hoxie  Fruit  Re- 
porter   (see  Jan.  issue,  p.   34). 

Groceries  (Wholesale) — Market  Melodies 
(see  Oct.  issue,  pp.   73,  74). 

Groceries  (Wholesale) — Women's  News- 
reel  of  the  Air  (see  Oct.  issue,  p. 
63). 

Laundries — Rock-a-bye  Lady  (see  Feb. 
issue,   p.   47). 

Men's  Wear— Hats  Off  (see  pp.  178, 
183). 

Optometry — Good  Morning,  Neighbors 
(see  Jan.  issue,  p.  35). 

Shoes — Mr.   Fixer    (see  p.    148). 

Sporting  Goods — Alley  Dust  (rec  p. 
177). 

Women's  Wear — Melodies  and  Fashions 
(see  Nov.   issue,   p.    112). 

SAMPLE    TRANSCRIPTIONS 

Betty    and    Bob    (see   Oct.   issue,    p.    53). 

The  Enemy  Within  (see  Jan.  issue,  p. 
18). 

Little  by  Little  House  (see  May  issue, 
p.    128). 

Pinocchio    (see  Sept.  issue,  p.   11). 

Secret  Agent  K-7  (see  Sept.  issue,  p. 
35). 

Sonny    Tabor    (see    May    issue,    p.    140). 

Stella  Unger   (see  Feb.  issue,  p.  56). 

Streamlined  Fairy  Tales  (see  March- 
April   issue,   p.   90). 


JUNE,     1941 


179 


SHOWMANSCOOPS 

RADIO   SHOWMANSHIP   welcomes   unusual   photographs   of   merchandising 
stunts   used   by  businessmen   to  promote  their  radio  programs.   One  dollar  will 
be    paid    for   pictures    accepted.    If    you    wish    photographs    returned,    please    in- 
clude self-addressed,   stamped  envelope. 


Left  .  .  .  Displays  in  conspicuous  spots  through- 
out Indianapolis  quality  store  H.  P.  WASSON  & 
CO.  stimulate  interest  in  their  WFBM  radio  cam- 
paign. Sponsor  built  a  dozen  specially  designed 
wooden  picture  frames  with  easels  to  stand  two 
feet  high.  Each  frame  had  two  distinct  items — a 
standard  8x10  glossy  photograph  of  some  radio 
personality  heard  over  WFBM  or  CBS;  beneath  it, 
a  small  hand-lettered  copy  panel,  briefly  tying  the 
picture  to  some  particular  merchandise  displayed 
in    the    same    department. 


Below  .  .  .  Thrice  weekly,  50  women  who  write  in, 
receive  invitations  to  KFWB  program.  Breakfast  at 
Sardi's.  Cabs  call  for  the  ladies,  drive  them  to  the 
famed  Hollywood  restaurant.  On.  arrival,  each  wom- 
an gets  a  greeting  from  emcee  Tom  Breneman,  a 
gardenia,  song  sheet,  breakfast.  Program  stunt  is 
the  Wishing  Ring,  wherein  a  woman  is  selected, 
and  both  the  air  and  restaurant  audience  wish  for 
her  wish  to  come  true.  Women  compete  for  the 
right  to  read  AUNT  JEMIMA  commercials,  par- 
ticipate in  the  PLANTERS  PEANUT  OIL  skit. 
Current  waiting  list  numbers   2,500. 


i 

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wmki 


Above  .  .  .  Musical  Clock  sponsor  WEIS  8C  FISHER, 
Rochester's  Showplace  of  Furniture  Fashion,  made  the 
beds  in  the  window  of  their  store — and  WHEC  con- 
trol man  Bob  Campbell  and  announcer  Jack  Barry  lay 
in  them  from  6:45  till  9:15  one  morning.  The  boys 
alternately  chatted,  gave  commercial  plugs,  slept 
through  musical  numbers  as  the  program  went  over 
the  air  and  out  by  way  of  loudspeaker  to  watching 
throngs.  Bacon  for  the  boys  was  breakfast  in  bed — 
ham,  eggs,  griddle-cakes;  for  sponsor,  sales  beyond  his 
highest   expectation! 


Below  .  .  .  Radio  "Movin'  Day"  was  dramatically 
publicized  by  this  cooperative  radio  window  at  Seattle 
department  store  FREDERICK  &  NELSON.  Besides 
calling  attention  to  frequency  changes,  display  pro- 
moted store's  KRSC  major  radio  program,  Frederick  & 
Nelson  Concert  Hour,  PHILCO  radios.  Window  also 
brought  calls  to  store's  radio  department  for  change- 
over service. 


"^m. 


1 


WHAT  THE  PROGRAM  DID  FORMED 


This  is  the  businessman's  own  department.  Radio  advertisers  are  invited  to  exchange 
results  and  reactions  of  radio  programs  for  their  mutual  benefit.  Address  all  letters  to 
What  the  Program  Did  for  Me,  Radio  Showmanship,  11/^  at  Glenwood,  Minneapolis,  Minn. 


Gasoline 

KENDALL  HOUSE  PARTY  'We  inaugu- 
rated the  Kendall  House  Party,  a  half-hour 
program  on  Wednesday  nights  at  7:30,  over 
WHAM  February  26. 

"Sponsored  by  the  Kendall  Refining  Co. 
of  Bradford,  Pa.,  refiners  of  Kendall  Polly 
Power  Gasoline  and  Kendall,  the  2,000 
Mile  Oil,  the  program  is  a  localized  version 
of  the  National  Barn  Dance  type  of  enter- 
tainment. 

"We  furnished  every  dealer  with  a  large 
window  card  announcing  the  program.  News- 
paper ads  helped  promote  the  program.  We 
opened  the  show  by  inviting  Kendall  dis- 
tributors and  their  employees  to  come  to  the 
studio  and  see  the  show  put  on.  There  were 
60  people  at  the  initial  performance.  Then, 
we  opened  it  up  to  dealers  and  their  families, 
and  finally  to  the  public. 

"At  the  start,  we  limited  tickets,  made 
them  hard  to  get.  The  psychology  worked. 
People  clamored  for  them.  Today,  from  the 
original  audience  of  60,  the  crowd  has  grown 
to  400  every  week,  and  a  larger  studio  is 
utilized. 

"A  jingle  contest  was  inaugurated  with  the 
only  reward  to  the  sender  being  the  thrill  of 
having  his  jingle  sung  over  the  air.  We  have 
been  swarmed  with  returns  on  this  offer. 

"Every  week  a  large  number  of  letters  are 
received   from  listeners  praising  the  show. 

"At  the  conclusion  of  the  thirteenth  week, 
when  the  House  Party  goes  off  the  air,  an 
offering  of  a  picture  of  the  cast  will  be  made, 
and  this  picture  will  announce  the  return  of 
the  show  in  the  fall,  proof  that  it  has  proved 
a  success   for  Kendall." 

Henry  L.  Barber 
Landsheft  ^  Warman,  Inc. 
Advertising-Merchandising 
Buffalo,  N.  y. 

AIR  FAX:  Emcee  Foster  Brooks  conducts  an  informal 
program  of  fun  featuring  instrumental  specialties. 
Monk's  Hillbillies  present  American  Folk  tunes; 
Carl  Anderson  and  "Beany"  Morgan  perform  banjo 
and  accordian  solos.  At  the  piano  is  songstress 
Suanna.  Neat  merchandising  tie-in:  Broadcast  tickets 
are  given  away  at  the  company's  pumps. 
First  Broadcast:  February  26,  1941. 
Broadcast    Schedule:    Wednesday,    7:30-8:00    P.M. 


Preceded  By:   Tracer  of  Lost  Persons    (NBC  Drama). 

Followed   By:   Quiz  Kids    (NBC). 

Sponsor:    Kendall    Refining    Co.,    Bradford,    Pa. 

Station:    WHAM,    Rochester,    N.    Y. 

Power:    50,000   watts. 

Population:    357,689. 

Agency:   Landsheft  8c   Warman,   Inc.,   Buffalo,  N.   Y. 

SAMPLE  SCRIPT  AVAILABLE. 

COMMENT:  When  a  radio  sponsor  under- 
takes the  promotion  of  a  "studio"  show,  he 
competes  against  "real  showmen"  in  every 
sense  of  the  word.  (Theater  exhibitors,  dance 
hall  proprietors,  etc.)  He  has  two  advan- 
tages to  start  with:  1)  No  admission  price. 
2)  Radio  publicity.  He  cannot,  however,  de- 
pend entirely  on  these  two  factors  to  attract 
his  audience.  Added  promotional  "tricks" 
like  those  Kendall  used  are  almost  a  neces- 
sity. 


Building  Materials 


MUSIC  FOR  YOUR  HOME  "Besides  fre- 
quent spot  announcements,  we  have  for  the 
past  several  months  sponsored  a  15-minute 
Sunday  evening  program,  Music  for  Your 
Home.  Our  advertising  on  this  program  is 
principally  institutional,  and  it  would  be  very 
difficult  to  check  against  the  direct  results 
obtained  therefrom. 

"It  is  our  belief,  however,  that  a  certain 
amount  of  good  will  advertising  is  important 
to  an  institution  such  as  ours,  and  judging 
from  the  comments  we  have  had  on  our  pro- 
gram, we  believe  it  to  be  very  much  worth- 
while." 

W.  L.  Johnson 

Credit  Manager 

Boise  Payette  Lumber  Co. 

Boise,  Idaho 

AIR    FAX:    Each    Sunday    evening,    sponsor   presents    a 
program   of   semi-classical   music. 
Broadcast  Schedule:   Sunday,   8:15-8:30  P.M. 
Preceded  By:   News  and  Music. 
Sponsor:    Boise  Payette  Lumber  Co. 
Station:   KIDO,   Boise,   Idaho. 
Power:    2,500   watts. 
Population:   21,644. 

COMMENT:  Should  an  advertiser  use  insti- 
tutional  or   direct,   price-selling  copy?   That 


182 


RADIO     SHOWMANSH  IP 


question  is  becoming  more  and  more  impor- 
tant as  advertisers  delve  deeper  into  the  prob- 
lem of  getting  the  most  out  of  radio.  One 
doubts  if  a  perfect  answer  can  be  discovered. 
Perhaps,  when  sociologists  advance  to  the 
point  where  they  can  conclusively  prove  en- 
vironment more  important  than  heredity, 
some  brilliant  scientist  in  advertising  research 
will  have  proved  institutional  copy  more  im- 
portant than  price-selling.  Let's  postpone 
final  judgement  until  that  time,  but  mean- 
while, let's  watch  with  interest  the  increasing 
tendency  toward  the  use  of  institutional  copy 
in  radio  advertising. 

Men  s  Wear 

HATS  OFF     "We  have  found  this  program 

exactly  suited  to  our  needs,  since  it  reaches 

just   the   audience   we   want   to    reach.    It   is 

made  to  order  for  our 

purpose,  and  when  we 

say  made  to  order,  we 

mean     just    that,     for 

KTSM's  production 

stafif   worked    with    us 

to  build  the  kind  of  a 

program  we  needed. 

"The  regular  salutes 
to  local  individuals  and 
organizations  has  given 
us  a  valuable  personal 
contact  with  commun- 
ity leaders.  Recently, 
this  contact  went  somewhat  beyond  the  com- 
munity when  we  had  the  pleasure  of  present- 
ing a  hat  to  H.  V.  Kaltenborn  while  he  was 
on  a  visit  to  El  Paso. 

"All  in  all,  we  can  say  that  Hats  Off  has 
been   greatly   responsible    for    a   constant   in- 
crease in  business  and  for  valuable  good  will 
that  will  continue  for  many  years  to  come." 
Jarvis  P.  Freiden 
Manager  and  Owner 
The   Fashion 
El  Paso,  Texas 

AIR   FAX:    For   complete   review,    see   Showmanship   in 
Action,  p.   178. 


Leatherette  Binders 

for 

Radio  Showmanship 

The   compact   way   of   keeping   your   issues   in   a 
permanent,    chronological   group. 


Holds    18   Issues 


One   Dollar 


RADIO   SHOWMANSHIP 
11th  at  Glenwood  MINNEAPOLIS 


AIRING 
THE  NEW 


All  the  available  data  on  new  radio  programs.  No 
result    figures,    as    yet,    but    worth    reading    about! 


Scrap  Metals 


NORTHWESTERN  IRON  &  METAL  CO. 
BROADCASTS  History  of  sponsor's  radio 
experience  dates  back  to  1937,  when  progres- 
sive president  Dan  Hill,  envisaging  the  possi- 
bilities of  broadcasting  in  connection  with  the 
scrap  iron  industry,  signed  a  KFAB  year- 
contract  for  a  news  program.  Commercial 
material  pounded  at  the  important  educa- 
tional phases  of  the  scrap  iron  business,  the 
conservation  of  natural  resources,  etc. 

For  the  past  three  years,  sponsor  has  uti- 
lized a  brief  broadcast  daily  to  continue  this 
missionary  work.  Recently,  programs  have 
become  patriotic  in  theme,  attempting  to  aid 
in  the  current  national  defense  emergency. 
Root  theme:  Crucial  dangers  to  armament 
program  of  price  inflation  and  metal  hoard- 
ing. 

Spirit  of  the  messages:  ''Remember, 
maximum  prices  have  been  established. 
Profiteering  will  not  be  allowed  to  slow 
up  the  defense  program  .  .  .  do  not  hold 
your  scrap  for  higher  prices.  There  won't 
be  any!  Where  you  ship  to  isn't  impor- 
tant. That  you  do  ship  is  important!  If 
Lincoln  is  your  closest  wholesale  collec- 
tion point,  ship  to  the  Northwestern 
Iron  &  Metal  Co.,  900  T.  Street.  Write 
for  prices  and  estimates  .  .  .  address 
Northwestern  care  of  KFAB,  Lincoln, 
Neb." 

AIR   FAX:    Broadcast  Schedule:    Daily. 

Sponsor:    Northwestern    Iron    &    Metal    Co.    and    Lin- 
coln Metal  Products  Co.,   Lincoln,  Neb. 
Station:    KFAB,   Lincoln,   Neb, 
Power:    10,000  watts. 
Population:  86,431. 

SAMPLE   COMMERCIALS  AVAILABLE. 

COMMENT:  Every  day,  everywhere,  new 
types  of  industries  are  finding  radio  the  an- 
swer to  their  merchandising  problems. 


JUNE 


94  1 


183 


To  RICHMAN  BROS.,  Cleveland  clothing  manu- 
facturers and  retailers,  went  the  WHK  award  for 
the  most  unusual  radio  window  display  of  the 
year.  This  attention-getter  window  plugs  simul- 
taneously the  merchandise  and  the  program.  For 
realistic  effect,  the  dummy  in  the  picture  is  hold- 
ing AP  copy. 


Men's  Wear 

RICHMAN  NEWSCASTS  In  the  stream- 
lined radio  room  of  Cleveland's  new  Tele- 
news  theater,  audiences  gather  nightly  to 
watch  ace  announcer  Bud  Richmond  "put 
the  newscast  to  bed." 

Astute  merchandisers  Richman  Brothers 
utilize  every  opportunity  to  sell  their  wares. 
Announcer  Richmond  himself  wears  the 
sponsor's  product  at  the  broadcasts,  and  on 
the  lapel  shines  the  well-know^n  Richman 
price   ticket— $22.50. 

Richman  Brothers  windows  are  promo- 
tion-minded attention-getters.  The  suit  and 
the  radio  series  come  in  for  equal  plugging. 
Copy  held  by  the  dummy  is  AP  copy,  espe- 
cially rewritten  for  the  program  by  veteran 
WHK  news  scripter  Lee  Otis. 

AIR    FAX:    Broadcast    Schedule:    Monday    thru    Friday, 
7:30-7:45    P.M. 

Preceded  By:   Mr.  Keen    (NBC). 
Followed   By:    Inside   of   Sports    (MBS). 
Competition:     Big     Town      (CBS);     Helen     Mencken 
(NBC). 

Sponsor:    Richman  Brothers. 
Station:    WHK,    Cleveland,    Ohio. 
Power:    5,000  watts. 
Population:    1,125,942     (1940). 
Agency:    McCann-Erickson,    Inc. 

COMMENT:  A  newscast  program  can  be  as 
limp   as   leftover   lettuce   or   as    fresh   as   the 


Richman  Newscasts/  Showmanship  spells  the 
difference.  In  which  category  is  your  news- 
cast? 

Cemeteries 

DR.  KINGDON'S  BIBLE  QUIZ  Even  be- 
yond the  solemn  doors  of  the  dead  has  filtered 
that  bounding,  bouncing,  irrepressible,  cur- 
rent American  craze,  the  radio  quiz.  On  New 
York's  station  WHN  began  March  last  the 
Cresthaven  Memorial  PARK-sponsored 
show.  Dr.  Kingdon's  Bible  Quiz,  drawing 
reluctant  approval  from  the  most  hidebound 
of  Mrs.  Grundy's. 

Eminent  lecturer,  author,  educator  Dr. 
Frank  Kingdon  is  headmaster.  Each  Sunday 
afternoon  at  the  Hotel  Edison,  audiences 
gather  to  watch  representatives  from  various 
churches  vie  for  $125  in  cash  by  answering 
listener-submitted  questions  pertaining  to  the 
Bible,  Old  and  New  Testament. 

AIR  FAX:  Churches  of  all  faiths  may  participate;  they 
are  represented  by  competing  teams  of  three  persons 
each.  Five  dollars  go  to  senders  of  used  questions. 
In  addition  to  the  prizes  awarded  to  the  individual 
winners,  representatives'  churches  reap  donations. 
First  Broadcast:  March,  1941. 
Broadcast  Schedule:  Sunday,  5:00-5:30  P.M. 
Followed  By:  News. 
Competition:  Design  for  Happiness  (CBS);  Young 
People's  Church. 

Sponsor:    Cresthaven    Memorial    Park. 
Station:    WHN,    New    York,    N.    Y. 
Power:    5,000   watts. 
Population:    7,346,272    (1940). 
Agency:   Klinger  Advertising  Corp. 

COMMENT:  Cemeteries  w^ant  to  live!  Like 
other  businesses,  for  maximum  success,  they 
must  make  themselves  known  to  the  public. 
Prototypes  of  Dr.  Kingdon  s  Bible  Quiz  are 
the  answer  to  the  brain-cudgeling  problem  of 
a  program  with  equal  parts  of  entertainment 
and  decorum. 


Drug  Products 


DOINGS  OF  THE  LEGISLATURE  Each 
city  has  its  Number  One  state  political  re- 
porter whose  accounts,  opinion,  prestige  merit 
interest  and  respect.  Raleigh,  N.  C.  has  Carl 
Goerch,  veteran  commentator,  editor  of  State 
Magazine. 

Sponsor  BC  Remedy  Co.  (Durham,  N.  C.) 
signed  Goerch  for  a  daily,  evening  review 
and  commentary  on  that  day's  session  of  the 
NC  legislature.  Station  WPTF  maintains  a 
daily,  10-minute,  supplementary  sustainer, 
through  which  Goerch  is  heard  during  the 
morning  session  of  the  congress  direct  from 
the  legislative  hall.  At  that  time,  the  radio 
audience  is  invited  to  hear  him  for  a  com- 
plete analysis  during  his  regular  evening 
(sponsored)  broadcast. 


184 


RADIO     SHOWM  A  NSH  IP 


AIR  FAX:  State  Magazine  does  its  part  with  writeups, 
receipt  of  reciprocal  newspaper  publicity,  courtesy 
announcements. 

First  Broadcast:    January   6,    1941, 
Broadcast   Schedule:    Monday   thru   Saturday,   6:35. 
Preceded    By:    Esso    Reporter. 
Followed  By:    Suppertime  Serenade. 
Sponsor:    BC   Remedy   Co.,   Durham,    N.   C.    (makers 
of  BC  Headache  Powders). 
Station:   WPTF,   Raleigh,   N.   C. 
Power:    5,000  watts. 
Population:    37,379. 
Agency:   Harvey-Massengale,   Durham,   N.  C. 

COMMENT:  Another  advantage  of  sponsor- 
ing an  outstanding  commentator  whose  name 
bears  respect  and  prestige  is  the  automatic 
association  of  respect  and  prestige  for  spon- 
sor's product. 


Shoe  Repairs 


HOMERUNS  AND  HAIRCUTS  Fledgeling 
WHK  program  is  Homeruns  and  Haircuts, 
which  comes  to  order  thrice  weekly  in  the 
well  worn,  comfortable  chairs  of  Cleveland's 
Terminal  Tower  Barber  Shop.  Its  spon- 
sor might  well  be  some  barber  supply  com- 
pany; instead,  it  is  the  makers  of  I.  T.  S. 
Rubber  Heels. 

Prior  to  the  broadcast,  any   10  volunteers 


Cleveland's  Mayor  Edward  Blythin  isn't  too  sure 
what  sportscaster  Jack  Graney  is  going  to  ask  him. 
He  keeps  a  firm  hold  on  the  WHK  mike,  while 
barber  Aladar  Rorak  stands  waiting  the  chance  for 
his  part  of  the  job. 


occupy  the  chairs.  Then,  while  sportscaster 
Jack  Graney  dispenses  with  the  opening  re- 
marks, deft  barbers  swathe  their  customers 
in  white  aprons,  proceed  to  douse  them  in 
lush  masks  of  shaving  cream.  While  the  bar- 
bers go  through  their  regular  routine,  Graney 
and  co-sports  announcer  Pinky  Hunter  dart 
from  chair  to  chair  with  portable  mikes,  carry 
on  baseball  chatter,  deliberate  on  hairsplitting 
diamond  theories.  At  the  end  of  each  show, 
the  customer  adjudged  the  best  interviewee 
gets  his  shave  or  haircut  free. 

Astute  sponsor  plugs  not  only  I.  T.  S. 
heels  but  also  the  services  of  the  neighbor- 
hood shoe  repairman.  To  swell  number  of 
shops  using  their  products,  I.  T.  S.  invites 
shoe  repairmen  to  participate  personally  in 
the  broadcasts. 

AIR    FAX:    First  Broadcast:    April    14,    1941. 

Broadcast    Schedule:    M-W-F,    12:45-1:00    P.M. 
Sponsor:    I.    T.    S.    Rubber    Heels. 
Station:   WHK,    Cleveland,    Ohio. 
Power:    5,000    watts. 
Population:    1,125,942     (1940). 

COMMENT:  Merchandising  rubber  heels  to 
the  public  is  a  difficult  feat.  Most  people 
never  demand  the  identity  of  the  materials 
used  in  the  shoes  they  have  repaired.  The  im- 
portant job,  then,  is  to  get  the  shoe  repairman 
interested.  I.  T.  S.  has  accomplished  its  pur- 
pose by  inviting  dealers  to  participate  person- 
ally on  the  program  and  by  plugging  their 
services  over  the  air. 


JUNE,     1941 


185 


PROOF  0' THE 


PUDDING 


Results  from  radio  programs,  based 
on  sales,  mails,  surreys,  long  runs, 
the  growth   of  the  business   itself. 


Women's  Wear 

THE  RADIO  GOSSIPER  While  many  a 
sensational  program  has  had  its  flare  upon 
the  radio  stage  but  soon  flickered  into  obliv- 
ion, The  Radio  Gossiper  continues  to  turn 
in  one  quietly  effective  performance  after 
another  for  the  past  nine  (9)  years.  Sponsor 
Colvig's  Ladies  Specialty  Shop,  catering 
to  middle  class  women,  concludes  that  The 
Radio  Gossiper  brings  results:  Their  busi- 
ness has  continued  to  grow,  they  use  no  other 
advertising! 

Each  evening,  Monday  through  Friday, 
CoLViG  sales  staffwoman  Jane  Morrison 
broadcasts  over  station  WWVA  a  five-min- 
ute interlude  bright  with  strictly  local  gossip 
and  events.  On  one  program  each  week,  she 
interviews  a  visiting  notable  or  a  localite  di- 
recting an  outstanding  activity. 


Monday    thru    Friday, 
( CBS    Commentator ) . 


AIR    FAX:    Broadcast    Schedule: 
6:15-6:20   P.M. 
Preceded    By:    Edwin    C.    Hill 
Followed  By:   Top  Tunes. 
Sponsor:    Colvig's    Ladies    Specialty   Shop. 
Station:    WWVA,    Wheeling,    W.    Va. 
Power:    50,000   watts. 
Population:    73,974. 

COMMENT:  Sterling  example  of  the  effec- 
tiveness of  consistency  in  radio  advertising 
is  The  Radio  Gossiper.  Sponsor  found  a  pro- 
gram pleasing  to  his  listeners,  was  content  to 
let  it  do  its  job,  gathering  friends  slowly  but 
surely  through  the  years. 

Automobiles 

MILEAGE  ROUNDUP  For  more  than  a 
twelvemonth,  sponsor  Boyd  Auto  Sales  has 
junked  stock  studio  commercials,  instead  has 
sold  used  cars  over  the  air  in  a  straight- 
forward manner  right  from  the  used  car  lot. 
Proof  of  effectiveness :  Sponsor  has  a  com- 
plete turnover  of  his  used  car  stock  every  30 
days! 


Each  broadcast,  four  outstanding  used  cars 
are  selected.  WKBZ  announcer  quizzes  the 
used  car  salesmanager  and  one  of  the  car 
salesmen  about  the  cars.  No  garbled  accounts, 
or  sugar-coated  sales  talks  ensue.  Both  men 
concede  flaws,  at  the  same  time  trumpet  the 
good  points.  Actual  mileage  is  given.  If  the 
upholstery  is  worn  in  places,  they  say  so. 
They  try  the  motor,  so  that  listeners  may 
hear  its  smooth  hum,  open  and  close  the 
doors,  turn  on  the  radio,  try  the  trunk. 

Interviews  with  motorists  who  have  pur- 
chased R  AND  G  used  cars  alternate  every 
other  program  with  WKBZ  staff  artists 
Rusty  and  his  Dude  Ranch  Cowhands.  To 
interviewed  purchasers  go  10  gallons  of  gaso- 
line. 

AIR    FAX:    Planned   copy    is    sparse.    The   opening   and 
closing,    car    facts,    and    questions    for    interviews    are 
typed   on  cards   for  the  announcer. 
Broadcast   Schedule:    M-Th-F,    5:45-6:00    P.M. 
Preceded   By:    Detroit   Tigers    Baseball   Game. 
Sponsor:    Boyd    Auto   Sales. 
Station:    WKBZ,    Muskegon,    Mich. 
Power:  250  watts. 
Population:    64,367. 

COMMENT:  Program  of  this  nature  will 
necessarily  have  a  limited  audience — it  will 
probably  be  composed  solely  of  potential  used 
car  buyers! 


Finance 

SPELLING  BEE  Tantamount  to  a  tradition 
is  the  11 -year-old  Spelling  Bee  on  Fort 
Wayne  (Ind.)  station  WGL.  Sponsor  for 
the  past  four  years  is  the  Fort  Wayne 
Morris  Plan,  who  stresses  its  services  on 
the  show. 

Like  robins  or  leaf  buds,  one  of  spring's 
first  hints  for  Fort  Wayne  Morris  Plan 
officials  is  school  kids'  asking  about  the  start- 
ing date  of  the  Spelling  Bee.  Seeking  the 
honor  awards — medals,  certificates,  and  small 
cash — come  representative  youngsters  from 
the  fifth  through  eighth  grades  of  practically 
every  school,  public  and  parochial,  in  Fort 
Wayne  and  Allen  County.  Cooperation  from 
school  officials  is  wholehearted.  An  impres- 
sive plaque  is  awarded  to  the  school  which 
the  winner  represents,  there  to  hang  proudly 
until  the  next  annual  tournament. 

R.  Nelson  Snider,  principal  of  South  Side 
High  School,  pronounces  the  words,  eases 
excited  word-bogglers. 

Apropos  promotion:  Customary  means  of 
opening  the  program  is  ringing  of  a  school 
bell.  This  year,  pre-program  contest  consisted 
of  finding  the  oldest  school  bell  in  Allen 
County.    Response    was    excellent,    provided 


186 


RADIO     SHOWMANSHIP 


sponsor  with  enough  bells  for  the  entire 
series. 

AIR    FAX:     Tentative    Broadcast    Term:    March    5     to 
May  10. 

Broadcast  Schedule:  Wednesday,  Saturday,  7:15-8:00 
P.M. 

Sponsor:  Fort  Wayne  Morris  Plan. 
Station:  WGL,  Fort  Wayne,  Ind. 
Power:  250  watts. 
Population :    1 1 7,246. 

COMMENT:  From  the  commercial  point  of 
view,  a  sponsor  can  find  no  more  vulnerable 
way  to  reach  the  heart  of  a  father  or  mother 
than  through  his  children.  And,  of  course, 
"the  heart  controls  the  purse  strings." 


Finance 

SAGA  OF  SAVANNAH  Uncovered  from 
the  musty,  municipal  archives,  aired  on  sta- 
tion WSAV,  was  the  deftly  written  drama  of 
early  Savannah.  Projected  as  an  institutional 
promotion  by  Savannah's  Liberty  National 
Bank  &  Trust  Co.,  Saga  of  Savannah  was 
presented  in  a  cycle  of  three  half-hour  pro- 
grams. 

After  myriad  telephone  calls,  personal  fav- 
orable mentions,  bank  officials  ranked  it  tops 
in  its  list  of  previous  institutional  advertising. 
Liberty  Magazine  wrote  of  Saga  of  Savannah 
— "One  of  the  outstanding  examples  of  pub- 
lic service  broadcasts  of  local  origination  in 
the  United  States." 

Program  interest  was  energized  by  letters 
to  principals  of  all  public  schools  and  colleges, 
historical  societies,  and  civic  groups.  In  ad- 
vance of  the  first  broadcast,  announcements 
were  made  in  all  schools.  On  the  screens  of 
all  Savannah  theaters  were  run  sound  trail- 
ers one  week  prior  to  prograhi's  start.  In- 
tensive station  plugs  filled  the  air  throughout 
the  day  of  the  program.  Spotlight  ads  in 
newspapers  corralled  more  listeners.  Copies 
of  scripts  were  made  available  to  faculties  of 
schools  and  colleges. 

AIR  FAX:   Illustrious  Georgian  ghosts  were  enacted  by 
members  of  the  faculty  of  Armstrong  Junior  College 
Playhouse,     other    local    dramatic    talent.     Production 
employed   music,    sound,    narration,   cast   of    15. 
First  Broadcast:    May    15,    1940. 

Broadcast    Schedule:    Wednesday,    8:30-9:00    P.M. 
Sponsor:   Liberty  National   Bank   8C   Trust  Co. 
Station:   WSAV,   Savannah,   Ga. 
Power:    250    watts. 
Population:    130,000. 

SAMPLE  SCRIPT  AVAILABLE. 

COMMENT:  To  the  average  community,  a 
program  of  this  scope  is  more  than  a  mere 
half  hour  entertainment.  It's  actually  a  civic 
event! 


Public  Utilities 

EVENING  CONCERT  Seven  nights  a  week, 
since  September  of  '39,  the  Pacific  Gas  & 
Electric  Co.  has  sponsored  impressive,  two- 
hour-long  Evening  Concert. 

Feasibility  of  such  an  ambitious  program 
becomes  more  apparent  when  the  facts  are 
known.  Neither  the  sponsor  nor  the  radio 
station  spends  one  cent  for  talent  cost.  The 
program  is  entirely  transcribed,  with  records 
generously  supplied  by  mammoth  San  Fran- 
cisco music  house  Sherman,  Clay  &  Co.,  in 
exchange  for  one  mention  at  the  beginning 
and  close  of  each  broadcast. 

Although  primarily  using  institutional  copy 
to  promote  good  will,  PG  &  E  frequently 
directs  attention  to  its  products — electric 
light  bulbs,  lamps,  heaters,  etc. 

Recognized  radio  surveys  continue  to  find 
Evening  Concert  surpassing  veteran  network 
programs  in  percentage  of  popularity. 

Mail  response  parallels  the  survey's  find- 
ings. PG  &  E  each  month  prints  a  booklet 
listing  the  Evening  Concert  programs  for  an 
entire  month  in  advance,  to  be  distributed 
free  of  charge  to  all  who  call  or  write  to 
sponsor's  various  offices  or  electrical  appli- 
ance stores  in  Northern  California.  Just  12 
days  after  the  first  public  offer,  the  supply  of 
advance  programs,  12,000  copies,  was  com- 
pletely exhausted. 

Celebrating  its  first  air  anniversary  Sep- 
tember last,  PG  &  E  announced  that  pro- 
grams for  the  entire  month  would  be  com- 
posed of  listener  requests.  Response  netted 
enough  requests  to  form  programs  until  Jan- 
uary. 

In  a  nationwide  contest  among  public  util- 
ities companies  using  radio,  the  PG  &  E 
carried  away  first  prize  in  the  Radio  Divis- 
ion of  the  Public  Utilities  Advertising  Asso- 
ciation. Said  judges:  "From  all  evidence,  they 
chose  a  method  and  a  program  and  then  bent 
every  angle  toward  unifying  the  idea,  and 
they  seem  to  have  succeeded.  The  regular 
program  that  PG  &  E  has  built  up  for  those 
listeners  who  prefer  and  who  are  being  edu- 
cated to  prefer  the  more  permanent  artistic 
qualities,  is  a  credit  to  the  Pacific  Gas  & 
Electric  Co." 

AIR  FAX:   Evening  Concert  features  the  world's  finest 
music,    presented    by    outstanding   music    artists. 
First   Broadcast:    September,    1939. 
Broadcast   Schedule:    Daily,    8:00-10:00   P.M. 
Preceded  By:   News. 
Followed  By:    Fights. 

Competition:    Ben    Cutler's    Orchestra     (NBC) ;    Pull 
Over   Neighbor. 

Sponsor:    Pacific   Gas    8C   Electric   Co. 
Station:   KYA,   San  Francisco,   Calif. 
Power:    5,000  watts. 
Population:    629,553     (1940). 


JUNE,     194  1 


187 


Agency:   McCann-Erickson,  Inc.,  San  Francisco,  Calif. 

COMMENT:  Expense  has  always  been  the 
big  prohibitive  factor  barring  good  music 
from  the  public.  One  sponsor  found  a  way 
around  the  difficulty! 


Groceries 

SHOPPERS'  JACKPOT  When  Shoppers' 
Jackpot  started  February  last,  all  six  of  its 
participating  sponsors  had  excellent  distribu- 
tion in  the  Glenside,  Pa.  area  with  the  excep- 
tion of  one — D.  Mann  Apple  Juice. 

Then  began  the  vicious  circle:  Listeners 
rang  radio  station  telephones,  demanding 
where  the  product  could  be  purchased.  In 
turn,  station  and  retailers  rang  distributors' 
telephones.  Two  months  after  the  first  broad- 
cast, D.  Mann  Apple  Juice  had  excellent 
distribution  not  only  among  independent 
stores  but  in  the  chains  as  well. 

AIR  FAX:  Each  of  the  six  products  has  its  "Its  Day" 
once  a  week,  when  it  dominates  the  program.  Every 
day,  emcee  Doug  Arthur  dials  a  telephone  number, 
chosen  at  random.  If  the  call  is  completed  on 
Product  A  Day,  the  person  called  must  furnish  proof 
that  she  has  the  product  in  the  house.  Genial  Doug 
Arthur  quizzes  her  on  its  shape,  color,  the  manu- 
facturer's name,  other  features  readily  identifying  the 
package.  If  person  called  can  prove  possession,  she 
receives  the  cash  award,  whether  it's  five  dollars  or 
a  sizeable  amount  grown  through  daily  pyramiding 
of  the  awards. 

Even  if  the  callee  loses,  she  wins!  Unable  to  prove 
possession  of  the  product,  she  is  nonetheless  award- 
ed   one   dollar. 

Each  product's  day  is  announced  two  days  in  ad- 
vance to  enable  listeners  to  acquaint  themselves 
with    the    packages    at    their    grocers'. 

Regardless  of  whether  it's  that  product's  "Day," 
each  account  is  mentioned  in  the  opening  and  clos- 
ing announcement,  as  well  as  in  a  daily  announce- 
ment of  some   125   words. 

Promotion:  Program  is  advertised  at  least  once  week- 
ly in  a  major  Philadelphia  daily  newspaper  plus 
frequent    plugs    in    local    weekly    newspapers. 

First    Broadcast:    February    3,    1941. 

Broadcast  Schedule:  Monday  thru  Saturday,  3:00- 
3:30  P.M. 

Preceded  By:    Chats   and   Choruses. 

Followed    By:    Doug   Arthur's    Danceland. 

Competition:  Orphans  of  Divorce  (NBC  Dramatic 
Serial )  ;    Baseball    Games. 

Sponsors:  D.  Mann  Apple  Juice,  Creamettes  Maca- 
roni, Knox  Gelatines,  Laundry  Gems  (soap),  Bisc- 
O-Bits    (crackers),    Turkey    Brand   Syrup. 

Station:    WIBG,    Glenside,    Pa. 

Power:    1,000    watts. 

Population:  Suburb  of  Philadelphia — 1,935,086 
(1940). 

COMMENT:  Sponsors  find  that  as  the  jack- 
pot grows,  so  rises  the  barometer  of  listener 
interest.  Therefore,  if  sponsors  see  no  results 
at  first,  they  have  the  consolation  that  in  time 
as  the  jackpot  grows,  the  returns  will  be 
more  than  compensatory. 


JOHNNY 
ON  THE  SPOT 


If  you  use  spot  announcements,  you'll   be  interest- 
ed  in  the   news,   reviews,   and   tips   in   this   column. 


St.  Louis  statistics:  February  last,  general 
automobile  retail  sales  parachuted  31%; 
Dodge  dealers  retail  sales  soared  58% ! 

Behind  the  27%  difference  in  these  figures 
lies  the  showmanstory  of  a  spot  campaign 
conducted  exclusively  on  station  WIL.  Feb- 
ruary 3,  ten  Dodge  dealers  of  Greater  St. 
Louis  instituted  a  cooperative  campaign. 
Schedule  called  for  30  electrically  transcribed 
spot  announcements  per  day  on  week  days 
and  18  on  Sundays.  Here's  what  they  plug- 
ged: A  daily  contest  for  the  best  letter,  "I 
Like  the  New  1941  Dodge,  Because  .  .  ." 
Dodge  dealers  paid  off  $5.00  bills  daily  for 
the  five  best  letters.  No  entry  blanks  were 
used,  but  participants  were  asked  to  visit 
their  neighborhood  Dodge  dealers,  see  the 
new  1941  Dodge  before  writing  their  letters. 

Unanimous  was  the  report  of  the  10  par- 
ticipating dealers.  Showroom  traffic  was  un- 
precedented— sometimes  as  many  as  30  or 
35  people  milling  a  single  sales  floor  at  one 
time. 

Climaxing  the  letter  campaign  was  the 
Dodge  Dealers  of  Greater  St.  Louis  Jam- 
boree, a  combination  stage  show,  movie,  audi- 
ence participation  contest,  culminating  in  a 
quiz  broadcast  over  WIL,  giving  away  as 
grand  prize  a  brand  new  1941  Dodge  Lux- 
ury Liner. 

Jamboree  tickets,  available  only  at  the 
showrooms  of  these  10  Dodge  dealers,  de- 
coyed such  masses  that  dealers  formed  lines 
to  avoid  a  general  fracas. 

Big  night  of  the  Jamboree  drew  4,299  peo- 
ple to  the  Opera  House  of  the  St.  Louis 
Municipal  Auditorium,  the  largest  number 
ever  to  attend  a  Jamboree.  Quiz  emcee  Ken 
Bennett  conducted  an  audience  participation 
contest  utilizing  four  roving  microphones. 
Some  25  to  30  members  of  the  audience  went 
home  with  their  pockets  jingling  silver  dol- 
lars totalling  $100. 

Most  important  question  of  the  evening 
was  fired  to  the  audience  at  large  from  the 


188 


RADIO     SHOWMANSHIP 


stage:  "How  many  Dodge  Motor  Cars  have 
been  produced  for  domestic  use  since  the  first 
Dodge  was  manufactured  in  1914  up  until 
the  close  of  business  at  the  Detroit  factory  on 
Wednesday  evening,  March  5th?" 

Five  members  of  the  audience  who  guessed 
the  closest  numbers  plus  the  five  (out  of 
115)  best  letter  writers  then  competed  in  a 
WIL-aired  stage  quiz,  vied  for  the  grand 
prize,  the  1941  Dodge  Luxury  Liner. 


;  SECOND  RETURNS 

Radio  Showmanship's  survey  to  deter- 
mine the  best  length  for  spot  announcements 
is  swinging  into  full  stride.  It's  a  qualitative 
analysis,  telling  which  percentage  of  the  very 
best  announcement  campaigns  on  each  station 
are  20  words,  which  are  50  words,  etc.  Im- 
portant fact:  Second  Returns  show  that  ^ne- 
minute  spot  announcements  are  not  as  domi- 
nant as  first  indicated. 


A. 


B. 


C. 


D. 


o 
o 

0 


GENERAL   APPEAL 

20  word  announcements  \2.^/o 

50  word  announcements  SS  ^/o 

100-125    word    announcements  45% 

150  word  participating  spot  8% 


C. 


D. 


Total 

100% 

ANNOUNCEMENTS 

Directed   to  Women   Only 

•0 

20  word  announcements 

16% 

0 

50  word  announcements 

25% 

•0 

100-125    word    announcements 

51% 

•0 

150  word  participating   spot 

8% 

Total 

100% 

ANNOUNCEMENTS 

Directed   to   Men   Only 

•0 

20  word  announcements 

8% 

•0 

50  word  announcements 

34% 

.0 

100-125    word    announcements 

51% 

'CD 

150   word  participating   spot 

7% 

Total     100% 


New  York's  Popular 

HOTEL 

LINCOLN 

44th  TO  45th  STS.  AT  8th  AVE. 

1400  ROOMS 


from 


»3 


Each  with  Bath,  Servidor, 
and  Radio.  Four  fine  res- 
taurants acclaimed  for 
cuisine. 


MARIA  KRAMER 

PRESIDENT 


John  L.  Morgan 
Gen.  Mgr. 


HOTEL  EDISON 

Same  Ownership 


IN    THE    CENTER    OF 
MID-TOWN  NEW  YORK 


JUNE,      194  1 


189 


TRENDS 


A  rating  of  program  patterns  based  on  a  special  survey  of 
outstanding,  locally-sponsored  radio  programs  throughout 
the  country.  Let  the  TREND  of  these  ratings,  month  to 
month,   be  your  guide  to  better  buying. 


PROGRAM  RATINGS,  MAY,  1941 


TREND  OF  QUIZ  SHOWS 


Type 

Rating 

Last 
Month 

Change 

MUSIC 

32% 

32% 

NEWS 

21% 

22% 

-1% 

QUIZ 

11% 

10% 

+  1% 

INTERVIEWS 

9% 

9% 

TALKS 

8% 

8% 

SPORTS 

7% 

7% 

DRAMA 

6% 

6% 

COMEDY 

6% 

6% 

GROUPS          Men  Women  Children 

Music                  28%  36%  34% 

News 27%  20%  10% 

Talks 5%  11%  4% 

Interviews...    7%  9%  11% 

Quiz 11%  11%  11% 

Sports 13%  3%  5% 

Drama 4%  4%  16% 

Comedy                 5%  6%  9% 


STABILIZATION? 

Important  news  in  the  trend  of  program 
patterns  this  month  is  the  almost  total  lack  of 
change.  May  shifts  in  ratings  are  the  small- 
est since  last  October.  The  trend  of  music 
programs,  which  has  been  downward  since 
January,  stopped  dropping.  News  stopped 
rising. 

Does  this  indicate  that  the  disturbing  fac- 
tors which  might  have  caused  the  shifts  (for 
example:  Europe's  war  of  nations  and  Ameri- 
ca's war  of  music)  have  ceased  disturbing 
the  trend?  It's  too  early  to  answer  that  ques- 
tion. Trends  of  program  patterns  move  slow- 
ly. Let's  watch  and  wait. 


LAST   5   MONTHS — 1940 


11% 


10%      9^^        9%       10% 


AUG.  SEPT.    OCT.    NOV.     DEC. 


GRAPH  A 


GRAPH  B 


FIRST   5    MONTHS — 1941 


10%   iii   10%    "^«    11^^ 


JAN.     FEB.     MAR.     APR.     MAY 


A  comparison  of  these  two  graphs  indicates 
a  slight  advance  in  recent  months  in  the  popu- 
larity of  quiz  shows.  But  that's  only  part  of 
the  story. 

The  most  interesting  part  is  the  almost 
straight,  steady  rise  that  has  been  recorded 
for  quiz  programs   appealing  to  children. 

Many  times  the  trend  of  local  radio  pro- 
grams is  influenced  to  a  great  degree  by  na- 
tional network  programs.  Here  is  one  case 
where  that  is  true.  Since  Alka-Seltzer's 
Quiz  Kids  have  become  a  regular  Wednes- 
day night  guest  in  U.  S.  homes,  localized 
versions  of  the  show  have  sprung  up  in  many 
radio-station  towns.  That  they  are  successful 
is  shown  by  our  survey,  for  Trends  reports 
only  outstanding  local  programs  that  have 
been  on  the  air  at  least  three  consecutive 
months. 


QUIZ   SHOWS 

(Children) 

9%    iS2^ 

III 

11%      11% 

JAN.      FEB.      MAR. 

APR.      MAY 

GRAPH  C 


190 


RADIO     SHOWMANSH  IP 


NEXT  MONTH 


uLilt^  /\.  itlZlj/lrry  General  Manager  of  A.  G.  Pollard  Co.,  Lowell,  Mass., 
shows  how  a  105-year-old  department  store  progresses.  'Most  recent  innovation  is  the  in- 
stallation of  a  broadcasting  studio  right  in  the  store! 

FHEDUEIVCY  MDDULATIDIV.  what  is  it?  is  it  practical?  How  does  it  affect  the 
local  time  buyer?  Fred  Dodge,  of  the  radio  department  of  Ward  Wheelock  Advertising 
Agency,  Philadelphia,  Pa.,  brings  the  cold,  concise  facts  to  the  pages  of  Radio  Showman- 
ship. 


AD  MANAGER  GEORGE  A.  STEINER   of  Browx  Thomson  s  Department 

Store,  Hartford,  Conn.,  outlines  a  radio  schedule  that  includes  an  85-week-old  Kiddie 
Revue,  a  brand  new  Musical  Quiz,  etc.  Their  programs  boost  every  department  from  the 
Luncheonette  to  Home  Furnishings! 


i-'f' 


INTH  COPY  OF 


HOWMANSI 
iescriptions  of  27  radio  pn 
mess  fields.  One  of  these  progrs 
lyour  business.  The  Editors  of  Rad« 
Review  welcome  and  will  promptly  anj 
icnjoy  and  profit  from  this  issue. 


\mmg,  and] 
int  types 
prove  ada] 
&  Mer( 
mdence. 


•  •••1 

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'LY  1941  ^^^^^^^iPiri^^rZSi: 


IN  THIS  ISSUE  . . .  PROGRAMS  AND  PROMOTIONS  FOR 

Auto  Supplies  *  Beverages  *  Dairy  Products  *  Department 
Stores  *  Fiuance  *  Gasoline  *  Groceries  *  Home 
Furnishings   *   Jewelry   *   Laundries   *   Men's  Wear   ^   Real  Estate 


MARAZT 


YOUR  BUSINESS  AT  A  GLANCE 


An  index,  classifying  by  businesses   the  various   articles   and   services   in   Radio   Showmanship. 
It's  the  quick  way  to  find  out  what  others  in  your  business  field  are  accomplishing  through  radio. 


JULY 


Business  PAGE 

Auto  Supplies 222 

Beverages 222 

Dairy  Products 214,  223 

Department  Stores  202,  221 

Finance  212,  221 

Gasoline 199,    212 


Business  PAGE 

Groceries 216,  220 

Home  Furnishings 217 

Jewelry 217,  218,  220 

Laundries 206 

Men's   Wear  215 

Real   Estate 219 


JUNE 


Business  PAGE 

Automobiles  186,    188 

Barber   Shops  177 

Beverages    176 

Building  Materials 166,  182 

Cemeteries 184 

Department  Stores  178,  180,  181,  189 
Drug   Products  184 

Finance  186,   187 

Gasoline  170,    182 

Groceries    163,   180,    188 


Business  PAGE 

Home    Furnishings 181 

Meat    Products  179 

Men's  Wear  178,  183,  184 

Public  Utilities  178,  187 

Scrap  Metals 183 

Shoe  Repairs 185 

Show  Cases 174 

Sporting    Goods 177 

Taxicabs 168 

Women's  Wear 186 


//  you  don't  have  the  June  issue  on  file,  order  newl 


CONTENTS 


JULY        1941 

VOL.  2  NO.  6 


Editorial  Advisory  Board 
Radio 

Herbert  Pettey 

New  York 
Ralph  Atlass 

Chicago 
William  Dolph 

Washingto7i 
Henry  Johnston 

Birmingham 
Glenn  Snyder 

Chicago 
Philip  Lasky 

San  Francisco 
Roger  Clipp 

Philadelphia 
J.  Harold  Ryan 

Toledo 
Business 
Lorenzo  Richards" 

Ogden,  Utah 
GusTAv  Flexner 

Louisville 
J.  Hudson  Huffard 

Bluefield,  Va. 
Maurice  M.  Chait 

Peoria,  III. 
Frank  J.  Ryan 

Kalaniasoo,  Mich. 
Allen  C.  Knowles 

Cleveland 

Editor  and  Publisher:  Don  Paul 
Xathanson  and  S.  H.  Kaufman.  As- 
sociate Editors:  Norman  V.  Carlisle, 
Harold  Kahm,  Paul  Hellman.  Re- 
search Director:  G.  M.  Osman.  Busi- 
ness   Manager:    Norman    Lunde. 

Published  by  Showmanship  Publi- 
cations, Minneapolis,  Minn.  Subscrip- 
tion rate:  $2.50  a  year,  25c  a  copy. 
Address  editorial  correspondence  to 
Showmanship  Building,  Eleventh  at 
Glenwood,  Minneapolis,  Minn.  Tele- 
phone: Bridgeport  6228. 

Copyright  1941,  by  Showmanship 
Publications,  publishers  of  Radio 
Showmanship. 


Editorial 198 

Gasoline  Sales  Thru  the  Air 199 

Francis   H.    Casey 

Sports  broadcasts  build  good  will  and 
sell  gasoline,  according  to  the  advertis- 
ing manager  of  Wadhams,  who  begin 
their  thirteenth  consecutive  season  of 
sponsoring  football  reports  this  fall  via 
WTMJ  in  Milwaukee. 

Variety  Is  the  Spice  of  Sales 202 

George   J.    Steiner 

The  advertising  director  of  Brown- 
Thomson,  Hartford,  Conn,  department 
store,  reports  that  programs  with  spe- 
cific appeal  have  greater  pulling  power. 


And  the  Ladies  Love  It! 

AI  J.   Salzer 


206 


The  president  of  Cleveland's  West 
End  Laundry  describes  an  unusual 
program  that  packs  his  plant  with  in- 
terested customers. 


What  Is  This  FM  Business? 
Fred   Dodge 


209 


Some  interesting  facts  about  frequency 
modulation,  the  much-discussed  new 
method  of  broadcasting. 

(Continued  on  next  page) 


JULY,     1  941 


195 


Chorus   of   Sales 212 

AI  J.  Hcrr 

A  letter  from  an  account  executive  of 
the  Barnes  advertising  agency  concern- 
ing a  program  sponsored  by  the  Pate 
Oil  Co.  of  Milwaukee. 

Four  Scores  in  a  Row 213 

Gordon  Schonfarber 

A  summary  of  four  highly  productive 
bank  promotions  by  the  president  of 
Lanpher  &  Schonfarber,  Inc.,  Provi- 
dence,  R.  I.,  advertising  agency. 

Airing  the  New 214 

All  the  available  data  on  new  radio 
programs.  No  result  figures,  as  yet,  but 
worth  reading  about ! 

Special    Promotion 216 

Short  radio  promotions  that  run  but  a 
day,  a  week,  or  a  month  yet  leave  an 
impression  that  lasts  the  year  around. 

Showmanship   in  Action 217 

A  collection  of  those  extra  promotions 


and    merchandising    ideas    that 
program  out  of  the  ordinary. 


lift 


What  the  Program  Did  for  Me 219 

This  is  the  businessman's  own  depart- 
ment. Here,  the  radio  advertisers  of 
the  nation  exchange  results  and  re- 
actions of  radio  programs  for  their 
mutual  benefit. 

Showmanscoops 220 

Photographic  review  of  merchandising 
stunts,  and  the  personalities  behind 
them. 

Proof  O'  the  Pudding 222 

Results  from  radio  programs,  based  on 
sales,  mails,  surveys,  long  runs  and  the 
growth  of  the  business  itself. 

Trends 224 

A  rating,  of  program  patterns  based  on 
a  special  and  continuous  survey  of  out- 
standing, locally-sponsored  radio  pro- 
grams throughout  the  country. 


Furniture 
Retailers! 

Here's  a  thoroughly  tested 
transcribed  radio  series 
ready  for  your  Fall  sales 
campaign.  It  is  now  selling 
more  furniture  for  some  of 
the  country's  leading  home 
furnishings  and  furniture 
stores.  It's  a  complete  pack- 
age, consisting  of  a  new 
and  splendid  radio  series 
plus  an  intelligent  mer- 
chandising campaign  that 
will  sell  furniture  for  YOU 
— at  an  amazingly  low 
radio  of  advertising  ex- 
penditure! 

Audition  Samples  and 
Complete  Manual — 
will  be  shipped  at 
$5,00  Deposit. 


Produced  and  Distributed  Exclusively  by 

KASPER-GORDON  Incorporated 


140  BOYLSTON   STREET 


BOSTON 


MASSACHUSETTS 


One  of  the  Country's  Leading  Proc/ram  Producers  and  Distributors   of   Tested  Syndicated 
Transcribed  Radio  Shozvs 


196 


RADIO     SHOWMANSH  IP 


Your  Store  and  Your  Radio  Audience  will  be... 

"GETTING  THE  MOST  OUT  OF  LIFE  TODAY" 
with  DR.  WILLIAM  L.  STIDGER 

. . .  the  program  that  makes  thousands  of  friends! 


Here's  a  tailor-made  series  that  finds  a 
ready-made  audience,  wherever  it  goes  on 
the  air!  To  a  world  bewildered  by  events, 
conditions  and  attitudes  unparalleled  in 
history — a  world  eagerly  seeking  a  common- 
sense  answer — the  sane,  clear,  forceful  voice 
of  Dr.  William  L.  Stidger  presents  his 
friendly,  helpful  philosophy.  He  speaks  to 
folks  everywhere  of  their  problems,  their 
lives.  No  wonder  "Getting  the  Most  Out  of 
Life  Today"  is  piling  up  sensational  listener 
loyalty! 

That's  showmanship — showmanship 
easily  transformed  into  salesmanship  for 
virtually  any  type  of  product.  For  Dr. 
Stidger  knows  how  to  keep  his  audiences 
noddinghin  agreement  .  .  .  the  best  possible 
build-up  for  your  commercial! 


Each  program  in  this  NBC  Recorded 
Series  lasts  5  minutes,  including  Dr.  Stidger's 
talk,  organ  theme  and  maximum  allowance 
for  commercials.  In  many  instances,  special 
music  and  scripts  are  available  to  adver- 
tisers who  wish  to  present  Dr.  Stidger  as 
a  15-minute  feature. 

And,  best  of  all,  the  39  programs  of  the 
series — arranged  for  presentation  3  times 
weekly  for  13  weeks — cost  very  little  indeed. 
Even  the  advertiser  with  a  limited  budget 
can  easily  afford  this  high-calibre  series, 
perfectly  recorded  NBC  Orth.a.coustic.  * 

Put  Dr.  William  L.  Stidger  to  work  for 
you — investigate  today,  before  another  ad- 
vertiser in  your  market  does! 

•Reg.  Trademark.    NBC  Orthacoastic  gives  live- 
sound  quality  to  transcribed  shows. 


ASK  YOUR  LOCAL  STATION  FOR  AN  AUDITION 

. . .  or  write  direct. 

diO'Recording  Division 

NATIONAL  BROADCASTING  COMPANY 

A  Radio  Corporation  of  America  Service 

RCA  BIdg.,  Radio  City,  New  York    •    Merchandise  Mart,  Chicago 
Trans-Lux  BIdg.,  Washington,  D.  C.    •    Sunset  and  Vine,  Hollywood 


EDITORIAL 


MAN  came  into  our  town  not  so  long  ago  with  a 
'A  %  big  radio  program  idea.  He  managed  to  get  one  of 
the  local  stations  interested.  Then,  with  the 
station's  permission,  he  went  out  and  sold  his 
program  to  20  or  30  local  businessmen.  (The  exact  number 
isn't  important,  it  was  much  too  much!) 

He  placed  all  of  these  accounts  on  the  single  program, 
using  about  eight  different  commercials  for  eight  different 
sponsors  wuthin  a  15-minute  period. 

It  w^as  mass  murder !  Twenty  or  30  perfectly  healthy  radio 
accounts  slaughtered  by  just  one  program  idea! 

We  sometimes  wonder  what  the  outcome  will  be  when  any 
one  of  these  businessmen  is  asked  again  to  buy  radio  time. 
Will  he  blame  radio  itself?  Certainly,  radio  should  not  be 
discarded  completely  just  because  it  happened  to  be  misused 
once. 

The  blame  lies  partly  with  the  radio  station,  mostly  with 
the  businessman  himself.  He  had  spent  his  own  valuable 
dollars  on  something  which  he  did  not  take  the  trouble  to 
understand. 

Radio  isn't  difficult  to  buy  nor  difficult  to  use  profitably. 
Just  follow  the  program  ideas  and  promotions  of  other  busi- 
nessmen in  your  field.  Let  their  experience  be  your  guide. 
Why  not  try  it  the  next  time  you  buy  radio  ? 


198  RADIO      SHOWMANSHIP 


asoline  Sales  Thru  The  Air 


By  Francis  H.  Casey.  Advertising  Manager  of  Wadhams  Who 
Begin  Their  Thirteenth  Consecutive  Season  of  Sponsoring 
Foothall  Broadcasts  This  Fall  via  WTMJ  in  Milwaukee.  Wis. 


When  the  mighty  Green  Bay  Packers, 
frequent  champions  and  perennial  title  con- 
tenders in  the  National  Professional  Foot- 
ball League,  line  up  to  battle  the  New 
York  Giants  in  an  exhibition  game  on  Au- 
gust 23,  uncounted  thousands  of  radio  lis- 
teners will  hear  something  like  this: 

"It's  football  time  again!  And  again  you  'get 
there  with  WADHAMS'!  Yes,  this  afternoon  we 
ring  up  the  curtain  on  WADHAMS'  thirteenth 
consecutive  season  of  football  broadcasting  ...  as 
the  Green  Bay  Packers  and  the  New  York  Giants 
tangle  on  the  gridiron.  Russ  Winnie  is  all  set  to 
describe  this  encounter  for  you,  play-by-play,  di- 
rect from  our  broadcasting  booth  high  up  on  the 
fifty-yard  line.  So  we  take  you  now  to  the  scene 
of  action  ...  as  a  radio  guest  of  your  nearby 
WADHAMS  dealer  or  station.  Here  we  go!  Okay, 
Russ  Winnie!" 

With  some  such  introduction,  Russ  Win- 
nie of  WTMJ,  Milwaukee,  one  of  Ameri- 
ca's top-flight  sports  announcers,  will  again 
go  on  the  air  for  Wadhams  this  fall,  re- 
porting all  Green  Bay  Packer  and  Univer- 
sity of  Wisconsin  gridiron  battles  on  behalf 
of  the  2,700  Mobilgas  and  Mobiloil 
dealers  throughout  Wisconsin,  Upper 
Michigan,  and  parts  of  Iowa  and  Minne- 
sota. 

In  addition,  all  Marquette  University 
football  games  will  be  aired  by  Wadhams 
over  Milwaukee's  CBS  outlet,  WISN.  The 


Francis  H.  Casey,  of  the  WADHAMS  DIVI- 
SION SOCONY-VACUUM  OIL  CO.  signs  a 
contract  for  WADHAMS'  13  th  consecutive 
year  of  sports  broadcasting  over  WTMJ.  Look- 
ing over  his  shoulder,  at  left,  is  WTMJ  sales 
manager  W.  F.  Dittmann;  at  right,  is  ace  sports- 
caster  Russ  Winnie,  who  has  handled  WAD- 
HAMS'   broadcasts   since  their  start. 


collegiate  phase  of  our  1941  football  broad- 
casting service  will  get  under  way  with  the 
traditional  Marquette-Wisconsin  battle  at 
Madison,  September  14. 

With  WTMJ  as  key  outlet,  most  Pack- 
er and  Badger  games  will  also  be  broadcast 
over  a  special  statewide  hook-up  comprising 
stations  such  as  WIBA,  Madison  ;  WKBH, 
La  Crosse,  and  probably  four  to  eight 
others,  as  yet  undetermined. 

Wadhams'  thirteenth  consecutive  season 
of  football  "on  the  air"  will  continue  an 
outstanding  record  of  public  service  pio- 
neered by  this  leading  petroleum  products 
sponsor  'way  back  in  1929. 

Why  do  we  continue  this  ambitious 
broadcasting  schedule?  How  do  we  tie  in 
with  publicity,  merchandising  and  special 
promotions?    What    results    do    we    get? 


JULY,      1941 


199 


What   do  our   dealers   think   of   this   radio 
support?  How  do  we  handle  commercials? 

Without  going  into  minute  detail,  the 
following  paragraphs  present  high-spot  an- 
swers to  these  and  other  pertinent  ques- 
tions. 

1.  We  keep  on  keeping  on  year  after 
year  because  we  believe  in  the  basic  value 
of  truly  consistent  advertising.  And  we 
keep  on  with  football  broadcasts  particular- 
ly, because  every  gridiron  season  is  a  new 
adventure,  a  new  "show"  with  an  all-star 
talent  and  unmatched  appeal  to  a  big,  re- 
sponsive audience  of  alert,  able-to-buy  sport 
fans — prime  prospects  for  our  products  and 
our  services. 

2.  We  tie  in  to  our  football  broadcasts 
with  seasonal  publicity  releases,  timely 
newspaper  ads,  service  station  display  signs, 
schedule  giveaways  and  other  incidentals. 
But  frankly,  play-by-play  broadcasting  of 
big-time  football  is  such  a  "natural"  that 
we  make  little  effort  to  concoct  special  pro- 
motions, stunts,  or  merchandising  tricks. 
Straightaway  plugging  seems  to  do  a  sound, 
effective  job  for  us. 

3.  What  results  do  we  getf  Because  of 
the  scope  and  broad  coverage  of  Wad- 
hams'  and  Socony-Vacuum's  advertising, 
not  only  on  the  air,  but  in  national  maga- 
zines, in  newspapers,  on  24-sheet  posters 
and  highway  bulletins,  plus  dealer-spon- 
sored direct  mail  and  continuous  point-of- 
sale  merchandising,  we  don't  attempt  to 
trace  sales  results  to  radio  alone.  But  we 
can  say  this:  Accurate,  on-the-spot  sport 
broadcasting  is  a  genuine  public  service  to 
thousands  of  radio  listeners,  and  we  are 
convinced  of  its  unique  power  as  a  potent 
good  will  builder.  We  know  that  our 
broadcasts  do  more  than  plug  our  products. 
They  win  loyal  friends  who  make  it  a 
point  to  "get  there  with  Wadhams,"  with 
MoBiLGAS  and  Mobiloil  "on  the  road"  as 
well  as  "on  the  air!" 

4.  M^hat  do  our  dealers  think?  Do  they 
like  this  type  of  good  will  promotion  ?  Here 
the  answer  is  an  emphatic  "yes."  At  season- 
al dealer  meetings  and  through  our  sales- 
men, the  men  who  actually  "pump  the  gas" 
repeatedly  re-affirm  their  faith  in,  and  their 
continuing  desire  for,  our  persistent  pro- 
gram of  sports  broadcasting.  (And  even  the 


general  public,  usually  considered  stubborn- 
ly apathetic,  has  "taken  up  arms"  upon  oc- 
casion when  station  schedule  conflicts  or 
special  emergencies  have  made  it  impos- 
sible for  Wadhams  to  air  some  popular 
sport  event.)  So  to  quote  an  old  bromide: 
"Where  there's  smoke,  there  must  be  fire." 

5.  How  do  we  handle  commercialsf  This 
question,   one  which  plagues  many  a  radio 


Typical  WADHAMS  SERVICE  STATION,  featuring 
MOBILGAS  and  MOBILOIL  at  the  familiar  sign  of 
the  Flying  Red  Horse.  More  than  2,700  similar  dealers 
and    stations    in    Wisconsin,    Upper    Michigan    and    parts 


Mobilga 


200 


RADIO      SHOWMANSHIP 


advertiser,  can  be  answered  in  two  simple 
sentences:  a)  We  keep  our  commercials  as 
brief,  factual,  and  interesting  as  possible, 
b)  We  never  permit  commercial  announce- 
ments to  break  into  or  otherwise  interfere 
with  the  actual  play-by-play  description  of 
the  games  we  sponsor. 

For     example,     our     main     commercial 
breaks    during   a    football    broadcast   occur 


of  Iowa  and  Minnesota  cash  in  on  WADHAMS'  con- 
sistent sponsorship  of  big-time  football  broadcasts  and 
other   sport   reports. 


between  halves  and  between  quarters,  with 
an  occasional  brief  announcement  during 
a  time-out  period.  Rarely  does  a  Wadhams 
commercial  read  longer  than  one  minute. 
While  we  are  on  the  air  from  two  to  two 
and  a  half  hours  for  the  average  football 
game,  our  total  commercial  time  during 
that  period  averages  from  about  eight  to 
10  minutes.  Maybe  this  is  leaning  over 
backward,  but  we  have  a  pretty  strong 
hunch  that  our  listeners  approve. 

In  this  connection,  we  try  never  to  insult 
the  intelligence  of  our  audience.  Similarly, 
we  try  never  to  wear  the  listener  down 
with  too  much  repetition  of  one  type  of 
announcement  or  one  set  of  catch  phrases. 
Frequently,  our  commercials  avoid  direct, 
hard-hitting,  selling  talk  entirely.  Instead, 
we  often  use  announcements  for  the  sole 
purpose  of  thanking  our  many  sport-fan 
customers  for  their  loyalty.  Just  as  they  ex- 
press their  appreciation  by  buying  Mobil- 
gas  and  IVIoiBiLOiL  at  the  sign  of  the  Fly- 
ing Red  Horse,  we,  in  turn,  express  our 
appreciation  for  their  friendship  and  pat- 
ronage. It  may  not  be  far  wrong  to  say 
that  this  spirit  of  mutuality  is  the  real  es- 
sence of  our  w^hole  sport  broadcasting  phi- 
losophy. 

I  believe  sport  broadcasting  ranks  right 
at  the  top  of  the  list  in  terms  of  effective 
radio  showmanship  and  effective  public  re- 
lations through  tangible  public  service.  All 
of  which  adds  up  to  a  worth-while  advertis- 
ing investment. 

air  FAX:  By  way  of  statistical  summary,  here  are  a 
few  quick  facts  and  figures  which  may  help  to  give 
a  more  vivid  picture  of  WADHAMS'  radio  activity 
and  the  long-continued  persistence  of  our  broadcast- 
ing efforts: 

a.  As  already  stated,  this  fall  (1941)  will  mark 
WADHAMS'  thirteenth  consecutive  season  of  foot- 
ball  broadcasting. 

b.  Since  1929,  we  have  sponsored  325  play-by-play 
reports  of  Green  Bay  Packer,  University  of  Wiscon- 
sin,   and    Marquette    University    football    games. 

c.  Counting  baseball,  basketball,  golf,  boxing  and 
regular  weekday  sport  news  programs,  as  well  as 
football,  our  total  number  of  sport  broadcasts  now 
exceeds    8,400. 

d.  These  broadcasts  account  for  a  staggering  total  of 
more  than  5,700  hours  on  the  air,  equivalent  to  237 
days  of  broadcasting,  nearly  8  solid  months,  24 
hours    a   day! 

e.  It  is  conservatively  estimated  that  sports  announc- 
ers have  spoken  approximately  67,900,000  words  in 
the  course  of  WADHAMS-sponsored  broadcasts. 
That's  enough  wordage  for  800  average  full-length 
novels,    equal    to   a   hundred-foot   shelf    of   books! 

f.  Our  commercials  alone  have  accounted  for  a  total 
of  some  2,400,000  words.  But  even  so,  this  com- 
mercial wordage  amounts  to  only  3  V2  per  cent  of 
the  total  words  broadcast.  Translated  into  time,  this 
is  equivalent  only  to  one  minute  in    14. 


JULY,      1941 


201 


W^ariety 


Is  the  Spice  of  Sales 


A  Report  on  a  Most  Unusual  Department  Store  Broadcast  Schedule 
Plus  a  Result  Analysis  That  Proves  This  Point:  Programs  with 
Specific  Appeal  Have  Greater  Pulling  Power  Than  General  Shows 


Should  department  stores  use  radio?  Let 
our  schedule  be  your  answer! 

For  the  past  100  weeks,  our  Kiddies 
Revue  has  been  aired  every  Saturday  morn- 
ing. Recently,  we  renew^ed  it  with  WNBC 
(Hartford)  for  another  52  weeks.  Every 
morning  we  sponsor  a  news  program ;  three 
times  weekly,  an  afternoon  organ  program. 
A  comparative  newcomer  is  our  three- 
month-old,  but  already  popular.  Musical 
Grab  Bag. 

Numerous  spot  announcements  round  out 
our  radio  schedule.  In  our  recent  75th  year 
anniversary  promotion,  one  of  our  impor- 
tant publicity  features  was  the  purchase  of 
all  the  spots  available  on  all  four  local  sta- 
tions for  a  two-week  period!  That's  one 
department  store's  use  of  radio — and  how! 

That's  not  all!  Sometime  ago,  we  decid- 
ed that  since  radio  results  were  so  satisfac- 
tory, the  smart  thing  to  do  would  be  to 
install  our  own  studio  right  in  the  store! 
In  the  basement  of  Brown-Thomson's, 
we  constructed  a  little  theater  to  accommo- 
date both  program  performers  and  audience. 
We  felt  a  visual  audience  contributed  to- 
ward making  our  broadcasts  more  successful. 
Radio  studio  quality  w^as  simulated  by  drap- 
ing and  carpeting  the  walls  and  floor  of  a 
recess  stage.  In  this  way,  the  entire  action 
of  the  performers  takes  place  at  the  eye 
level  of  the  seated  audience.  Piano,  voices, 
and  instruments  are  blended  by  the  WNBC 
operator,  always  on  hand,  and  studio  ap- 
plause is  picked  up  by  the  microphones. 
This  device  makes  for  an  interesting,  fast- 
moving  program  for  both  air  and  store 
audiences.    We    are    the    only    department 


store  in   Hartford  with  a  radio  studio  in 
constant  use. 

Brown-Thomson's  is  one  of  Hartford's 
largest  department  stores,  located  in  the 
heart  of  the  shopping  district.  Each  depart- 
ment shares  in  the  radio  publicity,  from  the 
luncheonette,  ready-to-wear  and  furniture, 
down  to  the  most  minor  service  depart- 
ments. 

I  would  like  to  add  here  (and  this  is  no 
"minor  service")  our  telephone  shopping 
service,  which  has  grown  to  be  quite  a  busi- 
ness in  itself,  receives  a  fair  share  of  radio 
publicity.  We  find  radio  and  telephone 
shopping  particularly  good  partners  on 
rainy  or  stormy  days  when  Mrs.  Customer 
would  rather  stay  home  than  shop.  Women 
in  Connecticut  have  a  great  deal  of  confi- 
dence in  our  telephone  shoppers.  It  is  not 
unusual  for  a  customer  to  call  asking  a 
shopper  to  select  a  wedding  present  for  her. 
We  have  even  sold  a  fur  coat  in  this  man- 
ner. This  fur  coat  purchase  was  the  direct 
result  of  a  spot  in  our  morning  news.  Hear- 
ing what  an  unusual  value  was  being  of- 
fered in  a  Persian  Lamb  Coat  at  $285,  the 
customer  phoned  us  and  asked  to  have  one 


When  BROWN-THOMSON'S  lOO-week- 
old  Kiddie  Revue  goes  on  the  air  over  sta- 
tion WNBC  each  Saturday  morning,  capac- 
ity audiences  jam  the  store  studio.  At  ex- 
treme left,  Morris  Sechtman,  who  has  in- 
dexed hundreds  of  names,  qualities  of  juve- 
nile performers.  Seated  next  him,  Ed  Begley, 
comfortable,  competent  emcee  for  Kiddie 
Revue  and   Musical  Grab  Bag. 


202 


RADIO     SHOWMANSH  IP 


By  George  J.  Stiener, 
Advertising  Manager,  Brown-Thomson  Department  Store,  Hartford,  Conn. 


JULY,      1  941 


203 


ll 


sent  out  on  approval.  Our  fur  department 
manager  was  rather  skeptical,  but  when 
this  customer  kept  the  coat,  he  changed  his 
mind  about  radio.  During  our  recent  fur 
storage  drive,  radio  was  used  daily  for  a 
period  of  five  weeks,  and  our  fur  storage  is 
27  per  cent  ahead  of  last  year. 

Our  most  successful  program,  from  the 
standpoint  of  store  traffic  and  publicity  is 
the  half -hour-long  Kiddies  Revue.  Inas- 
much as  Brown-Thomson's  uses  the  Kid- 
dies Revue  as  an  institutional  vehicle,  we 
have  in  no  way  tried  to  check  actual  results 
in  sales.  We're  satisfied  with  the  publicity 
value  and  good  will  that  is  being  built  up 
with  the  air  audiences,  parents,  relatives, 
and  friends  of  the  child  performers.  On 
this  program,  we  use  very  little  advertising 
matter.  The  programs  open  and  close  with 
a  musical  commercial  mentioning  Brown- 
Thomson's,  and  only  one  announcement 
of  lOQ  or  150  words  is  used  in  the  middle 
of  each  program.  Following  is  the  opening 


Garbed  in  battered  silk  hat,  shiny  black  coat,  and  a 
grab  bag  round  his  neck,  emcee  Ed  Begley  roves 
through  the  BROWN-THOMSON  studio  audience 
during  Musical  Grab  Bag,  invites  members  to  grab 
titles  of  musical  numbers  out  of  his  bag  oni  the  chance 
of  winning  a  free  luncheon  and  theater  ticket. 


musical  announcement,  sung  to  the  tune  of 
So  You're  the  One  by  a  score  of  young, 
lusty  voices: 

Hello,  Hello,  Well,  how  do  you  do 
Hello,  Hello,  From  the  Kiddies  Revue 
We    gathered    here    to    greet    you,    Brown- 
Thomson's   now   on   the   air 
Each   Saturday  at  half   past  ten,  you  will 
find  us  always  here. 

Greatest  difficulty  with  the  Kiddies 
Revue  is  controlling  the  size  of  the  visual 
audience.  Chairs  to  accommodate  a  few 
hundred  people  have  been  found  inadequate, 
and  more  are  to  be  added.  The  Kiddies 
Revue  is  under  the  direction  of  Morris 
Sechtman,  who  has  indexed  hundreds  of 
names,  addresses,  types,  and  qualities  of 
juvenile  performers.  He  has  never  had  dif- 
ficulty in  obtaining  talent  for  each  broad- 
cast. We  usually  feature  from  eight  to  12 
kiddies  on  each  program.  Singers  predomi- 
nate, with  novelties,  such  as  dancers  and 
instrumentalists,  interspersed  about  once 
every  five  weeks. 

Auditions  are  held  Saturdays  after  each 
program;  rehearsals  before  each  program. 
Naturally,  while  we  desire  the  best  avail- 
able talent,  neither  we  nor  station  WNBC 
care  to  rouse  parental  ire  by  setting  up  too 
high  a  standard. 


204 


RADIO     SHOWM  ANSH  I  P 


Important  to  Brown-Thomson's  Kid- 
dies Revue  is  the  announcer,  Ed  Begley, 
known  to  hundreds  of  Hartford  kids  as 
"Uncle  Ed."  Mature  in  age  as  well  as 
voice,  "Uncle  Ed"  has  the  rare  knack  of 
making  the  performers  feel  at  home  in  front 
of  the  microphone. 

Newspapers,  direct  mail,  and  interior 
store  displays  are  all  used  to  keep  our  Kid- 
dies Revue  constantly  in  the  public  eye. 

Our  fledgeling  program.  Musical  Grab 
Bag,  just  three  months  on  the  air,  promises 
to  give  the  Kiddies  Revue  a  run  for  its 
money  for  top  local  popularity.  "This  pro- 
gram is  a  lot  of  fun,"  was  the  simple,  but 
summarizing  statement  of  a  little  old  lady 
as  she  left  our  studio  last  week. 

And  she's  right!  Every  Tuesday,  Thurs- 
day, and  Saturday,  at  broadcast  time,  Ed 
Begley  garbs  himself  in  a  battered  silk  hat, 
a  shiny  black  coat,  and  a  grab  bag  round 
his  neck.  For  the  benefit  of  both  his  air 
and  studio  audience,  he  calls  into  play  all 
the  gags  and  tricks  of  his  old  vaudeville 
days. 

Feature  of  the  program  is  a  song-guess- 
ing contest,  produced  w^ith  the  aid  of  Mor- 
ris Sechtman  at  the  piano.  Members  of  the 
studio  audience  grab  musical  numbers  out 
of  Begley 's  bag  which  correspond  with 
numbers  at  the  piano.  After  the  song  is 
concluded,  the  participant  is  asked  to  iden- 
tify the  title.  If  the  correct  answer  is  given, 
he  gets  a  free  luncheon  at  the  Brown- 
Thomson  Luncheonette  plus  a  pass 
to  the  State  Theater.  If  an  incorrect  an- 
swer is  given,  or  none  at  all,  participant 
contents  himself  with  the  theater  pass. 
Everybody  wins!  When  an  incorrect  an- 
swer is  given,  the  general  audience  is  in- 
vited to  give  the  answer — an  invitation 
that's  accepted  w^th  enthusiasm. 

Even  our  news  program  takes  on  a  spark 
of  individuality  because  it  is  broadcast  from 
the  store.  We  give  Hartford  15  minutes  of 
scoop  events  every  morning  at  10  o'clock. 
Following  is  a  typical  commercial  used  on 
the  program: 

"Ladies  and  gentlemen,  I  feel  like  the 
barker  at  some  circus,  with  the  biggest 
news  on  the  runway!  And  this  is  news! 
Today  BROWN-THOMSON'S  starts  one 
of  the  biggest  coat  and  suit  sales  they've 
had  in  a  year,  yes,  in  years!  They  frankly 
admit  they've  bought  too  many  spring  and 
summer  coats  and  suits.  The  weather  was 


P**! 


> 


d 


In  George  J . 
Steiner,  adver- 
tising manager 
of  Hartford  de- 
partment store 
Brown-Thom- 
son's, radio  has 
a  tried  friend. 
Astute  show- 
man, Steiner  is 
among  the  few 
department  store 

promotion  directors  who  has  grasped 
the  value  of  using  radio  broadcasts 
from  within  the  store,  not  only  to  sell 
on  the  air,  but  also  to  create  traffic. 

Born  in  Detroit,  Mich.,  34  years 
ago,  Steiner  struck  out  early  in  the 
direction  of  advertising,  has  seen  ex- 
perience behind  the  advertising  desks 
of  Crowley-Miller  Co.,  Detroit;  J.  C. 
Penny  Co.,  New  York;  Shepard 
Stores,  Providence;  since  1937,  Brown- 
Thomson's,  Hartford. 

Steiner  is  ?narried,  has  three  daugh- 
ters, two,  six,  and  eight.  His  first  rec- 
reational love  in  summer  is  golf;  i?i 
winter,  skiing;  when  weather  keeps 
him  indoors,  entertaining  his  daughters 
or  woodworking. 


against  them,  so  now  the  profit  is  yours! 
Why,  you  can  buy  a  new  spring  coat  or 
suit  with  as  much  of  a  saving  as  50%  ! 
And  you  have  the  pick  of  the  lot,  for 
the  sale  started  only  this  morning.  It's  on 
BROWN-THOMSON'S  Second  Floor, 
and  the  sale  prices  of  the  coats  and  suits 
range  from  ^6.99  to  ^24.99,  so  there  are 
coats  and  suits  at  BROWN-THOMSON'S 
to  meet  any  budget!  Come  in  today  for  the 
best  selection!" 

Words  often  don't  mean  a  thing,  but 
contract  renewals  speak  a  language  all  of 
their  own.  We're  speaking  that  language 
fluently  now  and  in  the  future.  Yes,  we're 
sold  on  radio  for  department  stores  because 
radio  is  selling  for  us. 

We've  got  a  big  story  to  tell  over  the 
air.  Every  department  store  has.  There  are 
so  many  products  to  sell,  so  many  people 
to  sell  to  that  instead  of  crowding  a  hodge- 
podge of  different  items  into  one  single  pro- 
gram, we  use  different  programs  to  sell 
single  ideas.  And,  it  pays! 


JULY,      1  941 


205 


nd  the  Ladies  Love  It 


By  Al  J.  Salzer  of  Cleveland's  West  End  Laundry,  Who  Picked  a 
Prize  Program  That  Packs  His  Plant  with  Interested  Customers 


This  is  the  time  of  the  year  when  the  laun- 
dry business  usually  takes  a  nose  dive,  and 
most  of  us  in  the  industry  catch  up  on  our 
golf  or  start  preparing  for  a  fall  comeback. 
Last  July,  I  was  consoling  myself  with 
thoughts  that  the  following  fall  would  find 
business  swinging  up  again.  The  more  I 
thought  of  it,  the  more  determined  I  was  to 
make  certain  our  business  would  be  the  big- 
gest in  the  quarter-century  history  of  the 
West  End  Laundry. 

My  first  step  was  to  call  in  a  WHK 
salesman,  Bill  Brusman.  On  a  hot  July  day, 
we  sat  down,  and  pooled  ideas  to  create  a 
radio  program  that  would  cinch  laundry 
customers ! 

When  September  rolled  around,  our 
campaign  was  blueprinted  to  the  finest  de- 
tail. And  it  was  a  campaign  to  chase  the 
blues  out  of  the  laundry  business!  We  sent 
out  invitations  to  various  Cleveland  wom- 
en's organizations  inviting  them  to  partici- 
pate in  a  certain  broadcast  direct  from  the 
laundry!  (To  skip  ahead  of  the  story  for 
a  moment,  I  might  add  that  we  soon  elimi- 
nated the  invitations.  We  were  swamped 
with  requests  from  women's  organizations 
for  reservations,  and  before  long  were 
booked  solidly  into  1941.) 

Our  schedule  for  Meet  the  Ladies  called 
for  three  programs  weekly,  Tuesday,  Wed- 
nesday, and  Thursday,  from  2:15-2:30. 

Everything  was  in  readiness  for  the  ap- 
pearance of  our  first  guest  organization  on 
the  24th  of  September.  Wayne  West,  popu- 
lar and  bulbous  WHK  and  Mutual  Net- 
work singer,  was  the  emcee  and  mainstay 
of  the  entire  show.  About  the  time  the 
women  were  seated  comfortably  in  the 
visitor's  room  of  the  laundry,  we  went  on 
the  air.  Wayne  opened  the  program  with 
his  theme  song  and  then  switched  smooth- 


ly into  the  hilarious  part  of  the  program, 
the  quiz. 

Wayne  doesn't  go  in  for  stumper  ques- 
tions. His  approach  is  a  barrage  of  un- 
abashed queries  that  lead  to  comic  answers. 
The    quiz    makes    good    entertainment    not 


upper  .  .  .  Jovial,  240-pound  Wayne  West, 
emcee  of  popular  Meet  the  Ladies  program, 
proudly  poses  beside  one  of  WEST  END 
LAUNDRY'S   new    delivery   trucks. 

Lower  .  .  .  Wayne  West  pinch  hits  for  owner 
Al  J.  Salzer  in  taking  a  group  of  women  on  a 
tour  through  Ohio's  largest  laundry.  Tour  is 
a  regular  feature  of  afternoon  the  ladies  spend 
at   the  plant. 


only  for  those  present  but  also  for  our 
large  radio  audience.  Typical  questions  are, 
"When  you  were  married,  did  your  hus- 
band carry  you  across  the  threshold  into 
your  new  home?"  "Do  you  think  a  wife 
should  get  up  well  before  her  husband  in 
the  morning  to  prepare  a  nice,  hot  break- 


fast? Do 


you 


?"  "How  manv  children  are 


there  in  the  ideal  family?"  "What  is  your 
mental  picture  of  the  ideal  man?" 

Somew^here  in  those  jampacked  15  min- 
utes, Wayne  manages  to  insert  a  group 
song. 

After  everyone  of  our  guests  has  enjoyed 
the  informal  program  and  gets  to  feel  right 
at  home,  I  escort  them  through  the  laundry. 
The  tour  lasts  for  about  an  hour,  for  the 
West  End  Laundry  is  the  largest  in 
Ohio.  Words  aren't  necessary  to  convince 
the  women  of  the  advantages  of  sending 
their  laundry  to  us.  The  efifect  of  viewing 
with  their  own  eyes  the  orderly  and  sani- 
tary laundry  processes,  the  busy  rooms,  the 
snowy  piles,  is  all  and  more  than  any  man- 


206 


RADIO     SHOWM  ANSH  IP 


ager  could  possibly  want  in  the  way  of  a 
selling  message. 

After  the  tour,  we  return  to  the  visitor's 
room,  where  we  serve  light  refreshments 
(ice  cream  and  cake).  The  show  is  by  no 
means  over.  Immediately  after  the  program, 
a  special  messenger  had  been  dispatched 
from  the  station  with  a  transcription  of  the 
broadcast.  By  the  time  he  has  arrived  at  the 
laundr}-,  the  ladies  are  back  from  the 
tour,  have  lunched  and  are  ready  to 
hear  the  playback  of  the  program 
they  participated  in  just  an  hour 
ago.  This  phase  of  the  routine  is 
always  one  of  the  high  lights  of' 
the  afternoon.  Few  of  the  wom- 
en have  ever  heard  their  record- 
ed voices,   and   they  get  a   tre- 


mendous thrill  out  of  it. 

After  the  transcription  has  been  played, 
Wayne  presents  it  as  a  gift  to  the  organi- 
zation. To  top  it  all  off,  he  presents  each 
woman  with  a  personal  gift  of  a  fine, 
leather-bound,  five-year  diary,  complete 
with  lock  and  key.  Later,  on  behalf  of  the 


West  End  Laundry,  a  check  for  an 
amount  equalling  25  cents  for  each  member 
of  the  group  who  attended  the  broadcast 
is  sent  the  club's  treasurer. 

After  their  afternoon,  the  ladies,  having 
had  a  'Vhale  of  an  afternoon,"  are  brim- 
ming over  with  gratitude.  The  result: 
West  End  Laundry  has  had  to  put  on  a 
night  shift,  and  now  operates  13  hours  a 
day.  And  here's  one  for  Ripley :  There  have 
been  times  when  even  with  a  double  shift, 
we  have  been  unable  to  handle  all  the 
orders!  Our  business  has  improved  in  the 
entire  metropolitan  area.  Formerly  domi- 
nant only  in  Cleveland's  West  Side,  we  are 
now*  extending  our  activities  greatly  on  the 
East  Side,  where  our  routes  have  shown 
increases  of  approximately  30%  for  this 
period.  A  usual  day  in  the  West  End 
Laundry  means  handling  of  some  2,000 
bundles  by  240  employees. 

As  every  laundryman  in  the  country  well 
knows,  it's  a  sure  sign  of  a  program's  suc- 
cess, when  a  man  in  the  business  will  keep 
his  advertising;  going  full  speed  throughout 
the  supposedly  slack  season.  Well,  Meet 
the  Ladies  isn't  taking  a  summer  vacation. 
All  through  the  summer  of  1941,  it's  going 
to  continue  to  pack  'em  in — not  only  w^om- 
en's  organizations  but  laundry  bundles! 


Sneak  up  on 
founder-  man- 
ager-president 
Al  J.  Salzer  of 
the  West  End 
Laundry,  and 
you  will  prob- 
ably find  him, 
sleeves  rolled  up, 
grappling  with 
a  20-foot  rug,  or 
up    to    his    neck 

in  suds.  For  hard  work  has  always 
been  his  credo.  A  native  son  of  Cleve- 
land, stalwart,  black-tufted,  49-year- 
old  Salzer  first  eyed  the  laundry  busi- 
ness with  interest,  when  at  the  age  of 
24  he  watched  laundry  trucks  driving 
through  the  streets  stacked  high  with 
bundles.  Thereupon,  in  1916  he  hung 
up  a  sign  reading  the  ''West  End  Wet 
Wash.''  In  his  first  week  of  operation, 
he  went  out  and  solicited  business, 
washed  the  clothing  in  two  basement 
washers,  returned  the  18  bundles  and 
collected,  gave  jobs  to  a  few  relatives. 
Today,  West  End  Laundry  handles 
2,000  bundles  a  day,  e?nploys  240  peo- 
ple. 


FIIvE  AT^ID  MEFEM  to  each  copy  of  Radio  Showmanship 
Magazine.  Thus,  you  may  profit  by  the  experience  of  others.  The  promotion  plans 
carried  in  its  pages  ore  gathered  from  all  over  the  country.  You'll  note  by  the  "Your 
Business  at  a  Glance"  index  that  this  information  is  classified  by  businesses.  Avail- 
able now  is  a  sturdy,  leatherette  binder  in  which  1 8  copies  of  Radio  Showmanship 
Magazine  can  be  conveniently  filed  for  ready  reference.  It's  a  compact  way  of  keep- 
ing your  issues  in  permanent  chronological  order.  Order  one  today.  Price  per  binder, 
prepaid:  One  dollar. 


ELEVENTH  AT  CLENWOOD  AVE..  MINNEAPOLIS.  MINN. 


208 


RADIO      SHOWM  ANSH  I  P 


W: 


hat  Is  This  FM  Business? 


Here  Are  Some  Facts  About  a  New  Method  of  Radio  Broadcasting, 
by  Fred  Dodge,  Ward  Wheelock  Advertising  Agency,  Philadelpbia 


A  YEAR  ago,  swastika-marked  planes 
swooped  over  German  tanks  and  mobile 
units  that  were  racing  through  France, 
Belgium,  and  Holland  at  a  rate  amazing 
to  military  experts.  The  chief  cause  of  the 
expert's  astonishment  was  not  the  speed  of 
the  mobile  units  but  their  mysterious  com- 
munications methods.  Certainly,  the  ad- 
vancing armies  w^ere  not  stringing  tele- 
phone wires  and  no  radio  messages  were 
intercepted  by  the  listening  allies;  however, 
the  Germans  knew  where  their  units  were 
at  all  times,  regardless  of  the  speed  of  the 
penetration,  and  w^ere  able  to  communicate 
with  the  most  advanced  units. 

Since  the  capitulation  of  France,  it  has 
been  established  that  the  German  attacks 
were  directed  from  airplanes  by  command- 
ers who  used  static-free,  non-fading  Fre- 
quency Modulation  radio,  which  could  not 
be  heard  on  ordinary  radio  receivers. 

In  America  last  year,  the  Federal  Com- 
munications Commission,  after 
exhaustive  tests  and  hearings, 
took  the  Frequency  Modulation 
method  of  broadcasting  out  of 
the  experimental  class  and  for 
the  first  time  permitted  radio 
stations  to  license  themselves  for 
commercial  broadcasting. 

There  is  a  radical  difference 
between  the  present  method  of  radio  broad- 
casting, known  as  Amplitude  Modulation 
or  AM,  and  the  new  method  of  Frequency 
Modulation  or  FM.  No  better  explanation 
of  FM  for  the  layman  can  be  offered  than 
that  printed  in  the  booklet.  Radio's  Better 
Mousetrap,  published  by  FM  Broadcasters, 
Inc.,  from  which  we  quote  liberally. 

FM  is  the  next  logical  step  in  the  evolu- 
tion of  radio.  It  has  as  its  aims,  better, 
clearer  reception,  freedom  from  an  increas- 


ing barrage  of  man-made  static,  a  faithful- 
ness of  tone  quality  never  before  achieved 
and  a  capability  to  serve  every  corner  of 
the  nation  with  more  stations,  more  intense 
coverage. 

Aircraft,  police  calls,  short  w^ave  broad- 
casts, the  amateur  operator  down  the  street 
and  your  local  radio  station  all  depend  on 
the  Amplitude  Method  of  Modulation,  or 
AM.  However,  this  method  of  broadcast- 
ing has  definite  limitations.  For  instance, 
there  isn't  much  more  room  in  this  country 
for  additional  radio  stations  under  the  pres- 
ent scheme  of  things,  and  countless  com- 
munities eager  for  radio  stations  cannot 
have  them. 

Furthermore,  the  noises  from  oil  burners, 
elevators,  dial  phones.  X-rays,  diathermy 
machines,  and  a  thousand  other  devices 
that  contribute  clicks,  noises,  buzzes,  and 
roars  to  the  program  you  are  trying  to  hear 
are  eliminated  by  FM.  Static  from  electri- 
cal disturbances  in  summer 
time,  crashing  bursts  that  ruin 
reception  do  not  happen  with 
FM.  Reception  at  all  times  is 
silvery  smooth. 

Last  summer  I  listened  to  a 
CBS  program  in  mid-Philadel- 
phia emanating  from  a  50,000 
watt  station  at  a  point  15  miles 
from  the  transmitter.  A  heavy  thunder- 
storm was  in  progress.  Ninety  airline  miles 
from  me.  Major  Edw^in  H.  Armstrong's 
transmitter  (iVlajor  Armstrong  is  the  in- 
ventor of  FM)  in  Alpine,  N.  J.,  was  broad- 
casting the  same  program  with  30,000 
watts.  It  was  impossible  to  listen  to  the 
50,000  watt  station.  I  switched  over  to  my 
P"M  receiver  and  heard  the  program  clear- 
ly, without  static,  although  I  was  on  the 
extreme  edge  of  the  area  the  Alpine  station 


JULY,     1  941 


209 


might  be  expected  to  cover. 

Within  the  500  to  1,600  kilocycle  band 
on  which  amplitude  modulation,  the  pres- 
ent method,  is  used,  are  crowded  hundreds 
of  stations,  overlapping  each  other  and 
sometimes  causing  interference.  With  FM, 
when  one  station  predominates  over  anoth- 
er, you  hear  only  one  station,  not  both.  So 
sharp  is  the  distinction  between  two  FM 
stations  that  you  can  drive  your  car  from 
one  town  to  another  with  the  car's  FM 
receiver  operating  at  one  definite  location 
and  you  magically  stop  hearing  a  station, 
once  you're  out  of  its  range,  only  to  have 
it  replaced  by  another  without  even  re- 
tuning  your  receiver !  This  means  that  areas 
in  the  United  States  where  interference 
between  stations  makes  listening  difficult 
will  no  longer  exist.  Territory  for  hundreds 
of  new  stations  will  be  opened  up. 

A  peculiar  fact  about  the  ultra  short 
waves  on  which  FM  is  broadcast  is  that 
they  do  not  follow  the  curve  of  the  earth 
but  go  straight  out  into  space  from  the 
transmitter.  Contrary  to  AM,  the  FM 
method  therefore  gets  greater  coverage  by 
having  its  transmitter  built  at  the  highest 
point  possible. 

Now,  where  does  the  advertiser  fit  in? 

The  local  advertiser  can  forget  FM  for 
a  while.  It  is  not  a  vital  medium  for  his 
advertising  campaign  at  present.  The  na- 
tional advertisers  who  want  to  establish 
''firsts,"  perhaps  a  local  adver- 
tiser who  feels  the  publicity  at- 
tending a  "first"  merits  the  in- 
vestment, have  already  signed  a 
few  contracts  for  FM  broad- 
casting. A  gasoline  company  has 
bought  news  on  a  couple  of 
New  England  FM  stations 
which  are  linked  together.  The 
groundwork  for  a  coast-to-coast 
FM  network  has  been  laid,  but 
it  is  far  from  a  reality  at  the 
moment.  Commercially,  until 
there  are  hundreds  of  thousands 
of  FM  sets  in  use,  there  will 
be  little  advantage  to  sponsor 
FM  programs. 

The  FM  audience  is,  natu- 
rally, going  to  depend  upon  the 
number  of  FM  radio  sets  in 
use.    Present    day    receivers    of 


AM  broadcasts  cannot  receive  FM  pro- 
grams. Manufacturers  have  put  adapters  on 
the  market.  These  can  be  attached  to  AM 
receivers.  Many  1941  receivers  are  built 
with  both  AM  and  FM  receiving  units, 
and  the  listener  may  shift  from  AM  to 
FM  as  he  now  shifts  to  a  short-wave  band 
for  foreign  stations. 

According  to  FM  Broadcasters,  Inc.,  in 
March  there  were  an  estimated  20,000  FM 
sets  in  use.  These  included  sets  with  adap- 
ters and  combination  AM-FM  sets.  Of 
this  set  total,  an  estimated  8,000  to  9,000 
were  located  in  New  York's  metropolitan 
area.  The  second  largest  group  of  FM  re- 
ceivers is  thought  to  be  in  the  New  England 
states.  As  FM  stations  begin  operations  in 
other  sections  of  the  country,  FM  receivers 
will  come  into  use. 

FM  Broadcasters,  Inc.,  the  trade  associa- 
tion of  the  new  broadcasting  method,  stated 
on  FM  receiving  set  production,  "It  is  im- 
possible to  say  how  many  receivers  will  be 
produced  during  the  current  year,  since  any 
prediction  is  largely  dependent  upon  the 
number  of  FM  transmitters  to  go  into  regu- 
lar service  and  the  communities  in  which 
they  operate.  Estimates  for  1941  production 
run  all  the  way  from  50,000  to  5,000,000 
sets.  In  any  event  it  seems  safe  to  say  the 
number  will  exceed  any  previous  produc- 
tion many  times  over." 

From  the  prediction  on  sets  to  be  manu- 
factured, there  obviously  will  be  no  over- 
night shift  to  FM  listening.  The  change 
will  be  slow,  particularly  now  that  FM 
has  struck  a  snag  in  the  defense  program. 
Steel  for  towers  and  metals  that  go  into 
FM  station  equipment  are  in  heavy  de- 
mand. Incidentally,  the  government  is 
using  this  static-free  radio  method  in  its 
communications  system,  and 
Major  Armstrong  has  turned 
over  to  the  government  the 
free  use  of  all  his  FM  pat- 
ents during  the  present  emer- 
gency. 

One  condition  of  granting 
FM  licenses  by  the  Federal 
Communications  Commis- 
sion will  be  that  they  be 
granted  power  on  a  basis  of 
land  area  to  be  covered  and 
population  to  be  served.  That 
is,  there  will  be  a  ceiling  on 


21Q 


RADIO     SHOWM  ANSH  I  P 


PH 


IN 


ipHi^ 


WFIL 


SAYS  IT  WITH   Si 


IN  MERCHANDISING 


WFIL  says  it  with  the  first  mer- 
chandising bureau  estab- 
lished by  a  Philadelphia  sta- 
tion. WFIL  advertisers  are 
strongly  supported  through 
advertising  in: 

5  daily  newspapers 

L331  cards  in  trolleys, 
buses,  subway  and  sub- 
urban trains 

300  displays  in  radio 
dealers'  windows 

Generous  pre-announce- 
ments 

210  Transitads 

25  strategically  located 
billboards 

Also  trade  letters  —  store 
posters  —  consumer  sur- 
veys, etc. 

WFIL  extensive  activities  won 
Canada  Dry's  "Information 
Please"  award  for  the  second 
best  merchandising  plan  exe- 
cuted by  any  station. 


IN  PROGRAMME! 


WFIL  says  it  witlrD 
shows  and  specil 
tures  that  are  c 
building  ever-in'€ 
tening  audiences 

WFIL  is  now  fir 
choice  with  Phild 
teners  66V3%  bci 
night  as  shown  7 
Hooper  co-incica: 
phone  surveys. 

If  you  have  nc 
"NIGHT  AND  D.Y 
vey  of  radio  listai 
in    the    Philadeljii 
write  now  for  a  d] 


L 


OWMANSHIP 


standing 
^ent  fea- 
tantly 
mg    lis- 

second 
)hia  lis- 
ay  and 
le  C.  E. 
il    tele- 

t  seen 

•f|-a  sur- 
5"f  habits 
c  area  — 


PROOF  OF  THE  PUDDING? 


38.4%  more  advertisers  are 
now  using  WFIL's  facilities 
compared  to  a  year  ago, 
proving  that  advertisers  have 
found  WFIL  Showmanship  a 
profitable  investment. 

Still  another  reason  why  this 
new  army  of  advertisers  is 
using  WFIL  is  because  WFIL's 
extensive  promotion  and  mer- 
chandising services  are  defi- 
nitely helping  them  to  secure 
new  business  and  increase 
sales  to  present  customers. 


NBC  BLUE 


WFIL 


PHIIADELPHL 

MOST 

PROGRESSIVE 

STATION 
I  I 

■    ■ 

f 


QUAKER 


Ed.  Retry  and  Co. — National  Representatives 


MIGHTY  MIKE 
SAYS: 


Time  Buyers  count  these 
WFIL  points- 

NBC  Blue  Prestige  Programs 

Aggressive  Local  Showmanship 

Outstanding  Merchandising  Support 

Community  Service 

Pre-eminent  Metropolitan  Signal 

Lower  Rates 

Attractive  Daytime  Availabilities 


WFIL 


560  ON  YOUR  DIAL 


Key  Station  of  the  Quaker  Network 


the  power  granted  to  stations  in,  let  us  say, 
a  metropolitan  area.  There  will  not  be  a 
50,000  watt  and  1,000  watt  stations  there. 
All  may  have  the  same  power.  This  fact 
will  make  a  vast  difference  in  listener  pref- 
erence. No  longer  will  the  powerful  50,000 
watt  station  have  more  listeners  because  of 
power  alone.  The  program  will  be  the 
thing.  Under  FM,  almost  without  excep- 
tion, power  drops  out  of  the  picture  as  a 
listener  builder. 

With  each  station  as  powerful  as  the 
other,  only  as  a  station  offers  better  enter- 
tainment will  it  win  and  hold  listeners. 

To  summarize  then,  FM  is  the  next 
logical  advance  in  radio  broadcasting.  Only 
16  FM  stations  have  been  licensed  com- 
mercially, 46  additional  applications  have 
been  filed.  On  June  1st,  only  a  handful  of 
FM  stations  were  in  commercial  operation. 
The  local  advertiser  need  not  worry  about 
FM  until  stations  in  his  area  have  been 
broadcasting  by  this  method  for  some  time. 
Even  then,  the  burden  of  proof  of  listening 
preference  will  be  upon  the  radio  station 
selling  the  time. 

FM  does  not  require  any  different  treat- 
ment of  radio  program  preparation  than  at 
present,  though  it  will  make  the  program 
more  important  than  ever  before. 

AM  will  have  the  majority  of  listeners 
for  many  years,  because  of  the  millions  of 
AIM  receiving  sets  that  will  continue  in 
use.  We  may  expect  industrial  areas  to  have 
FM  receivers  in  quantities  before  other  sec- 
tions of  the  country.  It  is  in  these  areas,  for 
the  most  part,  that  FM  sending  stations 
first  will  be  located. 


The  career  of 
dimpled,  broad 
shouldered,  sin- 
c  e  r  e  Fred 
Dodge  has  been 
a  rapid  zigzag 
up  the  radio  lad- 
der. Now  liaison 
man  between  the 
New  York  and 
Philly  offices  of 
Ward  Wheelock  advertising  agency. 
Dodge  fled  the  family  printing  busi- 
ness, broke  into  advertising  via  N.  W. 
Ayer  &  Son,  Philadelphia.  After  three 
years  he  became  associated  with  the 
former  George  Batten  agency  before  it 
became  BED  &  O,  also  put  in  five 
years  as  ad  manager  for  d  department 
store. 

In  1934,  he  caught  up  with  the  radio 
business  at  Binghampton  as  commer- 
cial writer  at  WNBF,  stayed  to  learn 
the  business  inside  out.  In  1939,  he 
joined  WFIL,  Philadelphia,  soon  be- 
came assistant  general  manager  to  head 
man  Roger  Clipp. 

With  his  wife  and  two  daughters, 
12  and  six.  Dodge  makes  his  home  in 
Jenkintown,  Pa.  He  is  36  years  old, 
finds  relaxation  iw  reading,  recreation 
in  volleyball.  During  the  past  12  years, 
he  has  played  in  all  major  Eastern 
tournaments  and  two  national  tourneys 
with  the  Philly  Central  Y.  M.  C.  A. 
team. 


From  $900  to  a  Volume  o£  Hal£  a  Million  Dollars  in  Nine  Years 
Is  Quite  a  Climb  in  the  Food  Business,  or  Any  Other  Business! 

GROCERYMAN   BILL  LOVELACE    OF    FORT   WORTH 

Tells  You  What  Role  Radio  Played  in  That  Sensational  Growth 

^^You  Have  to  Give  Them  a  Reason  for  Coming  In^ 

by  W.  R.  Lovelace 

IN  THE  AUGUST  ISSUE  OF  RADIO  SHOWMANSHIP  MAGAZINE 


U  L Y,     1941 


21 


(g 


horus  of  Sales 


A  Letter  from  Al  J.  Herr, 
Barnes  Advertising  Agency, 
of  Milwaukee,  Wisconsin 


Regional  distributor  of  oilSj  greases, 
gasolines,  heating  oils,  etc..  Pate  Oil 
Co.  processes  a  motor  fuel  known  as 
Challenge — "Better  Than  Gasoline.'' 
These  products  are  retailed  through 
Pate  to  independently  owned  and  op- 
erated Hello  Neighbor  service  stations. 
During  jive  consecutive  seasons  of  radio 
usage,  their  program  format  has  been 
choral  music,  presented  by  different 
guest  choral  groups,  singing  a  cappella 
or  with  piano  accompaniment.  Coinci- 
dental survey  showed  Pate  Civic  Con- 
cert embracing  42%  of  the  listening 
audience  at  the  time. 

"Dedicated  to  the  proposition  that  local 
motoring  needs  can  best  be  met  with  a 
locally-blended,  premium  motor  fuel,  the 
Pate  Oil  Co.  has  pursued  a  program  of 
advertising  that  has  harmonized  with  local 
interests. 

"Pate's  Sunday  Civic  Concerts,  now  in 
their  fifth  season  over  WTMJ,  are  an  out- 
standing example.  These  concerts,  presented 
each  Sunday  evening  from  October  through 
March,  provide  local  choirs  and  choral 
groups  the  opportunity  to  give  widespread 
expression  to  their  accomplishments.  Since 
choral  music  is  among  the  foremost  of  a 
community's  activities,  Pate  Civic  Concerts 
not  only  afford  untold  enjoyment  and  satis- 
faction to  thousands  of  participants,  but 
also  lend  inspiration  and  pleasure  to  multi- 
plied thousands  of  listeners. 

"According  to  authoritative  comments 
and  year  by  year  comparisons  of  the  general 
tenor  of  the  programs,  these  concerts  have 
helped  in  great  measure  to  raise  the  stand- 
ard of  choral  groups  in  and  around  Mil- 
waukee. Represented  in  the  26  groups  ap- 
pearing in  each  series  of  Pate  Civic  Con- 
certs are  church  choirs,  school  singing  clubs, 
and  men's  and  women's  choral  groups." 


In  1932,  midstream  the  cowin,j 
depression,  dubious  but  determinet\ 
Old  Colony  Cooperative  Bani} 
(Providence,  R.  I.)  slashed  pub^> 
lie  apathy  with  bold  advertisinij 
strokes.  Since  that  date,  they  hav' 
sponsored  a  variety  of  program^ 
but  clung  steadfastly  to  the  medii 
u?n   they  found  successful — radio\ 

On  the  following  page  are  de 
scribed  four  of  the  shows  tha] 
brought  results.  In  addition  /ij 
these,  sponsor  has  maintained  (j 
persistent  schedule  of  one-minuti\ 
spot  announcements  throughoul 
their  nine  years  of  broadcastings 
Announcers  have  had  to  broadcast 
not  only  in  English,  but  in  French 
and  Italian  as  well  in  order  /t 
reach  all  of  the  local  population.    I 

All  around  radio  users,  01c 
Colony  Cooperative  Bank  has  alsd 
used  these  transcriptions:  Voices  o: 
Yesterday  (15  minutes);  Lives  o: 
the  Great  and  Makers  of  History 
both  15-?ninute  dramatized  histori\ 
cal  series;  Reporter  of  Odd  FactJ, 
(five  juinutes)  ;  and  Little  Dramas 
from  Real  Life,  five-minute  sav- 
ings and  loan  skits. 

Not  described  on  the  followin(,\ 
page  is  their  current  program 
Pursuit  of  Happiness.  This  fast-\ 
moving,  sparkling,  variety  shoul 
introduces  a  timely  patriotic  nott\ 
with'  a  three  and  one-half  7ninutt\ 
transcribed  historical  skit.  \ 


212 


S" 


our  Scores  In  A  Row 


A  Summary  of  Four  Highly  Productive  Bank  Promotions  by 
Gordon  Schonfarher,  Providence,  R.  I.  Ad  Agency  Executive 


The  Hi-And-Prep  School  Sports  Round-Up: 

Old  Coloxy  Cooperative  Bank  has  al- 
ways directed  a  good  deal  of  attention  to 
the  younger  element  of  the  population.  One 
of  their  first  programs  has  practically  be- 
come a  bank  institution — their  15-minute 
weekly  review  in  the  fall  of  Rhode  Island 
Interscholastic  sports — football,  baseball, 
hockey,  tank,  track,  with  an  occasional 
sprint  into  the  spring  season  for  a  run  on 
baseball.  A  WEAN  announcer  and  sports 
commentator  present  dramatic  reenactments 
of  the  Play  of  the  Week,  offer  Prophesies 
of  the  Coming  Week's  Victories,  introduce 
stars,  coaches,  captains  direct  from  the  play- 
ing fields,  and  from  time  to  time,  school 
bands.  Merchandising  is  given  impetus  with 
announcements  on  school  bulletin  boards, 
special  letters  to  team  members,  and  give- 
aways of  football  charts. 

School  Hobbies:  OlD  ColONY  COOPERA- 
TIVE Bank  earned  new  distinction  with  a 
weekly,  half-hour  program 
which  brought  to  light  talent 
in  the  Rhode  Island  high 
schools.  These  programs  were 
always  presented  before  a 
visual  audience  of  fellow  stu- 
dents and  teachers.  With  the 
assistance  of  their  own  teach- 
ers, participants  presented 
dramatic  skits,  debates,  round 
table  discussions,  sings,  phil- 
atelic work  discussions,  cam- 
era club  work,  music,  etc.  To  each  student 
who  participated,  a  highly  prized  certificate, 
tied  diploma  fashion  with  silk  ribbons  of 
the  school  colors,  was  presented.  They  also 
got  a  copy  of  Old  Colony's  folder,  Three 
Ways  to  Make  and  Save  Money. 


The  following  day,  the  teachers  who  had 
assisted  got  a  form  letter  on  Old  Colony 
stationery  thanking  them  for  their  coopera- 
tion. The  same  letter  included  selling  points 
for  the  bank  and  an  invitation  to  visit  the 
institution.  Further  merchandising  used 
were  large  posters  in  the  WJAR  studios, 
newspaper  ads  in  the  Providence  Evening 
Bulletin  the  night  of  the  broadcast,  and 
similar  ads  in  outlying  papers  when  out-of- 
town  schools  participated. 

Old  Colony  Fireside  Melodists:  Direct  ap- 
peal to  adults  isn't  overlooked.  For  three 
13-week  periods.  Old  Colony  presented 
a  half  hour  musical  variety  show  of  light 
operas  and  popular  ballads  each  Sunday 
night.  The  impressive  cast  included  a  12- 
piece  orchestra,  conductor,  vocal  trio,  male 
and  female  vocalists,  and  the  Old  Colony 
Advocate,  a  character  part,  plus  the  an- 
nouncer. At  one  point  we  decided  to  test 
program  response.  For  two  successive  weeks, 
w^e  offered  to  all  requesting 
them  jig  saw  puzzles.  These 
were  die-cut  from  an  en- 
larged newspaper  bank  ad 
mounted  on  cardboard, 
printed  in  two  colors,  and 
packed  in  mailing  boxes  with 
seasonal  labels.  Listeners  im- 
mediately asked  for  several 
thousand  puzzles! 

Care  of  Home  Grounds  and 
Gardens:  For  two  consecutive 
years,  Old  Colony  presented  Ernest  K. 
Thomas,  secretary  of  the  Rhode  Island 
Horticultural  Society,  who  schooled  gar- 
deners during  the  spring  preplanting  period 
and  explained  the  care  of  gardens  for  win- 
ter seasons  in  the  fall. 


AIRING 
THE  NEW 


All  the  available  data  on  new  radio  programs.  No 
result    figures,    as    yet,    but    worth    reading    about! 


Dairy  Products 


KIDDIE  QUIZ  Stumbling  block  to  many 
a  kid  talent  show  is  the  sad  fact  that  the 
local  town  doesn't  have  an  inexhaustible 
geyser  of  child  prodigies.  When  Visalia 
(Calif.)  station  KTKC  and  sponsor  Pea- 
cock Dairies  first  noted  dubious  dribbles 
of  talent  applicants,  they  put  their  heads 
together,  tussled  with  their  bafHing  prob- 
lem. Likeliest  change  to  whet  show  interest, 
they  decided,  was  to  revamp  their  kid  talent 
show  into  a  kid  quiz ! 

Deciding  upon  this  course  last  January, 
sponsor  gave  program  a  one-month  rest  for 
readjustment  purposes,  was  all  set  for 
action  the  beginning  of  February. 

Every  Saturday  afternoon  at  1 :30,  Vi- 
salia lads  and  lasses  squeeze  into  the  Fox 
Theater,  start  the  afternoon  in  true  red- 
white-blue  spirit  by  singing  My  Country 
'Tis  of  Thee.  On  the  stage  stands  a  large 
American  flag  flanked  by  a  Boy  Scout  on 
either  side.  After  singing,  the  audience  re- 
mains standing,  recites  the  pledge  of  allegi- 
ance to  the  flag. 

Following  the   Peacock   Dairies  com- 
mercial,   an    outstanding    Kiddie    is    intro- 
duced to  sing  or  entertain.  Then  the  quiz 
starts   with   Augie    Schultz 
introducing     the     children, 
and  Charles  P.  Scott  acting 
as    question-hurler.     Three 
boys  and  three  girls,  chosen 
in   the  half-hour   preceding 
the   show   are   subjected   to 
five     rounds     of     carefully 
culled  questions.   For  eligi- 
bility, Kiddies  may  be  any- 
where  up    to   or   including 
the  eighth  grade. 


Highest  scorer  gets  three  dollars;  second 
highest,  two  dollars.  In  addition,  all  con- 
testants get  free  tickets  to  the  theater.  Every 
seventh  week,  sponsor  takes  the  six  winners 
of  the  previous  programs  for  a  climactic 
competition  with  a  goal  of  10  dollars  for 
first  prize,  five  dollars  for  the  runner-up. 
While  Scott  busies  himself  adding  the 
scores,  Schultz  busies  himself  with  a  second 
Peacock  commercial. 

Further  catering  to  the  restless  interests 
of  his  audience,  sponsor  follows  the  quiz 
with  birthday  tributes.  Everyone  who  has 
had  a  birthday  within  the  week  is  called 
to  the  stage  and  interviewed.  A  birthday 
song,  written  specially  for  the  program, 
is  then  sung.  Each  kiddie  honored  is  ad- 
mitted free  to  the  show  with  four  guests. 
Prerequisite:  Their  birthdays  must  have 
been   registered  beforehand   at  the   theater. 

The  little  things  that  count:  Every  con- 
testant is  asked  w^hat  school  he  attends.  The 
blast  of  cheers  from  proud  fellow  school- 
mates rents  the  air.  Several  times  during 
the  show%  the  audience  is  asked  ''how  the 
old  pep  is."  The  kids  holler  their  lungs  out 
every  time! 

Nourishing  program  interest,  the  theater, 
in  exchange  for  a  plug  on  the  program, 
supplies  special  Kiddie  Club  buttons  to  all 
those  attending.  Peacock  Dairies  spread 
large  banners  on  their  trucks  and  window 
cards  in  their  dealers'  stores  throughout  the 
territory. 

Now  five  months  after  the  switch,  the 
show  has  a  swelling  attendance.  Peacock 
Dairies,  selling  dairy  products,  Bireley's 
Beverages,  and  frozen  foods,  reports  the 
program  is  doing  a  big  job — not  only  get- 
ting direct  sales  but  new  dealer  outlets. 

air   FAX:    First   Broadcast:    February  8,  1941. 
Broadcast   Schedule:    Saturday,    1:30-2:00   P.M. 
Preceded    By:    Vocal    Variety. 
Followed  By:    News;    Musical   Interlude, 
Sponsor:  Peacock  Dairies,  Tulare,  Calif. 

Station:    KTKC,   Visalia,   Calif. 
Power:    1,000  watts. 
Population:    10,560. 
SAMPLE  script  AVAILABLE. 

COMMENT:  Many  small- 
er U.  S.  cities,  hamlets, 
successful  with  kid  talent 
shows,  have  nonetheless  quit 
the  air  for  lack  of  fresh  par- 
ticipants. Visalia  points  the 
way  with  a  successful  solu- 
tion ! 


214 


RADIO     SHOWM  ANSH  IP 


Men's  Wear 

BUNDLES  FOR  OUR  BOYS  When  New 
Haven  (Conn.)  boys  go  to  camp,  they're 
not  forgotten.  A  program,  aired  on  WELI, 
keeps  them  suppled  with  the  small  luxuries 
that  make  the  going  easier. 

Natural  reaction  to  receiving  gifts  is 
sending  thank  you  letters;  each  week  they 
pile  into  sponsor  Enson's  Men's  Shop, 
where  they  are  carefully  assorted.  Reading 
of  these  letters,  which  are  rich  in  army 
color,  humor,  interest,  compose  the  body  of 
the  broadcasts. 

Crux  of  program  is  appeal  to  public  for 
gifts  for  the  boys  —  cigars,  cigarettes, 
candy,  smoking  tobac- 
co, razor  blades,  toilet 
articles,  games,  books, 
similar  items.  From  the 
Connecticut  branch  of 
Philip  Morris  arrives 
weekly  40  humidor  tins  a 
of  cigarettes;  from  the  /"\ 
Marlin  Firearms  — ^ 
Co.,  100  packages  of 
Marlin  razor  blades; 
from  the  Clark  Chewing  Gum  Co., 
boxes  of  Teaberry  Gum. 

Bundles  go  to  a  different  camp  every 
week,  in  care  of  some  responsible  boy,  who 
parcels  out  the  articles  to  his  New  Haven 
fellow  campers.  Each  program  the  public 
is  urged  to  stop  in  at  Enson's  Men's 
Shop  to  get  a  printed  list  of  items  which 
can  be  sent  and  bring  their  gifts  to  the 
store.  Bundles  are  shipped  direct  from  the 
store,  bearing  the  Enson's  Men's  Shop 
labels. 

At  program's  outset,  letters  were  sent  to 
clubs  throughout  New  Haven.  Now  spon- 
sor and  station  are  busy  receiving  letters  not 
only  from  the  boys  but  from  New  Haven 
enthusiasts. 

AIR  FAX:   firs/  Broadcast:   April   1,   1941. 
Broadcast   Schedule:    Tuesday,    7:15-7:30. 
Preceded  By:   Fulton  Lewis,  Jr.    (MBS). 
Followed  By:   Connecticut  Universities  Forum. 
Competition:    News;    Lanny    Ross    (CBS). 
Sponsor:    Enson's   Men's    Shop. 
Station:   WELI,   New   Haven,   Conn. 
Power:    500   watts. 
Population:    196,192. 

COMMENT:  Responsiveness  of  the  public 
to  worthy,  timely  causes  is  seen  every 
Christmas    in    the    tremendous   supplies    of 


books  that  flood  stations  requesting  them 
for  institutions.  Of  equal,  perhaps  even 
greater,  appeal  is  the  need  for  luxuries  for 
local,  encamped  boys. 

Men's  Wear 

ANYTHING  CAN  HAPPEN  Working  on 
the  theory  that  if  anything  can  happen,  it 
can  happen  in  San  Bernardino  (Calif.), 
sponsor  Federal  Outfitting  Co.  pre- 
sents a  narration  of  unusual  local  happen- 
ings. When  the  son  of  the  local  hardware 
man  falls  out  of  a  car  being  driven  50  miles 
an  hour,  escapes  with  mere  bruises,  it's  pro- 
gram material.  So  is  the  winning  of  the  Pot 
O'  Gold  by  a  localite.  Winding  up  each 
event  is  the  identifying  tag,  "And  doesn't 
that  prove  our  contention  that  just  anything 
can  happen?" 

Response:  To  Federal  Outfittng  Co. 
go  listeners  to  talk  about  the  program,  say, 
"Have  you  heard  about  .  .  .  etc.?"  Window 
cards  and  newspaper  ads  promote  the  pro- 
gram. 

air  FAX:    Broadcast  Schedule:   6:00   P.M. 
Sponsor:    Federal    Outfitting   Co. 
Station:    KFXM,   San   Bernardino,    Calif. 
Power:   250  watts. 
Population:    37,481. 

COMMENT:  A  natural  for  any  town 
where  everybody  knows  everybody  else!  By 
stimulating  interest  in  local  news,  sponsor 
builds  local  prestige. 


FILE 

and  refer . . . 

You'll  note  by  the  Your  Business  at  a 
Glance  index  that  all  merchandising  plans 
and  promotion  ideas  in  Radio  Showmanship 
Magazine  are  classified  by  businesses  each 
month.  Because  so  many  readers  have  re- 
quested it,  we  have  created  a  leatherette 
binder  in  which  18  copies  of  Radio  Show- 
manship can  be  conveniently  filed  for  ready 
reference.  Here  is  a  compact  way  of  keep- 
ing your  issues  in  permanent  chronological 
order.    The    binder    is    available    at    only 

$100 

RADIO   SHOWMANSHIP 
MAGAZINE 

Eleventh  at  Glenwood  •  Minneapolis,  Minn. 


JULY,      1  94 1 


215 


SPECIAL   PROMOTION 

Short   radio   promotions    that   run   but   a   day,   a   week,    or   a 
month  yet  leave  an   impression   that   lasts   the   year   around. 


Groceries 

MILLER  MONEY  PROGRAM  Lured  by  a 
Miller  Corn  Flakes  carton,  inhabitants 
of  Sioux  City  swarmed  the  bank  plaza  of 
the  Missouri  River  one  May  night,  ate  free 
hot  dogs,  saw  flames  leap  from  a  pyre  of 
cartons,  listened  to  the  mayor's  eulogies. 

This  Miller  May  Day  Party  climaxed 
a  KSCJ  test  period  which  netted  sponsor 
Miller  Cereal  Mills  100  percent  dis- 
tribution in  the  Sioux  City  market  and  car- 
load sales!  Besides  these  obvious  motives 
for  presenting  the  program,  sponsor  had 
another,  ulterior,  motive :  To  introduce  a  new 
product,  Miller's  Muffin  Mix.  Pro- 
gram pulling  power  was  tested  by  plugging 
Miller  Corn  Flakes  during  an  unheard 
of  time  for  cold  cereal  selling:  mid-winter. 

On  February  3,  popular  emcee  Charles 
Sebastian  started  Miller  Money  Program. 
During  the  broadcasts  he  calls 
homes  picked  at  random  from  tele- 
phone directories  of  Sioux  City, 
surrounding  towns.  If  the  person 
called  has  one  or  more  empty 
]\IiLLER  Cereal  boxes,  Sebastian 
dispatches  a  Western  Union  boy 
who  pays  a  dollar  for  each  empty 
carton!  If  the  person  doesn't  have 
a  box,  the  Western  Union  boy  de- 
livers two  free  full  Miller  boxes. 

Results:  Housewives  scurried  to  the  gro- 
cery store,  bought  several  boxes  of  Miller 
Corn  Flakes,  waited  for  their  phones  to 
ring.  If  grocers  weren't  stocked,  customers 
demanded  they  get  them  at  once. 

Said  one  large  brokerage  house:  In  a 
short  space  of  time  we  have  secured  dis- 
tribution in  every  class  A  and  H  store  in 
the  city  .  .  .  and  every  wholesale  distributor 
is  carrying  the  item." 

Said  one  small  grocer:  "I  operate  a  sub- 


urban grocery  store,  and  it  has  always  been 
my  policy  to  stock  only  those  items  which 
my  customers  demand.  Previously,  I  did 
not  find  it  necessary  to  handle  oVIiller's 
products,  but  after  the  third  day  of  your 
broadcast,  repeated  demands  for  Miller's 
Corn  Flakes  made  it  necessary  for  me  to 
stock  them.  That  was  only  a  few  weeks 
ago,  and  since  then  I  have  sold  several 
cases  of  Miller's  Corn  Flakes,  and 
Miller's  Wheat  Brandies.  At  the  pres- 
ent time,  I  have  31  different  types  of  break- 
fast food  in  stock,  and  I  am  glad  to  report 
that  Miller's  outsells  all  the  rest!" 

Currently  running  on  29  stations,  the 
program  is  rapidly  being  instituted  in  other 
U.  S.  cities! 

Sponsor  is  now  extending  the  same  offer 
to  Miller's  Wheat  Brandies  and  other 
Miller's  cereals. 

Miller  Cereal  Mills  is  not 
building  a  distribution  that  will 
plop  flat  the  moment  they  drop 
their  promotion.  Each  program 
presents  excellent  selling  oppor- 
tunities. Any  housewife  called  who 
doesn't  have  the  cartons  is  sent  her 
two  regular-sized  boxes  of  corn 
flakes  to  acquaint  her  with  their 
fine  quality.  The  program  type 
furnishes  the  chance  to  get  on-the- 
spot  testimonials — while  they're  hot!  At 
each  home  where  Miller's  Corn 
Flakes  are  found,  a  natural  phone  conver- 
sation is  struck  up  by  the  announcer,  where- 
in he  brings  out  the  housewife's  reaction  to 
the  product,  learns  why  she  prefers 
Miller's  to  other  brands,  repeats  her 
opinions  verbatim. 

Today  the  ready-to-mix  luxury  item, 
Miller's  Muffin  Mix,  a  prepared  mix- 
ture needing  only  eggs  and  milk  added  for 
muffins  or  wafliles,  is  at  the  mercy  of  the 


216 


RADIO      S  HOWM  A  NSH  IP 


Money  Show  promotion,  which  is  creating 
a  demand  forcing  100  percent  distribution. 

Persistent  promotion  continues:  public- 
ity in  the  papers ;  daily  spot  announcements, 
including  one  in  mid-afternoon  at  which 
time  program  winners  of  the  day  are  re- 
peated ;  screen  trailers ;  calls  on  grocers  ; 
distribution  of  display  material;  window 
displays. 

It  was  at  the  end  of  a  13-week  period 
that  emcee  Sebastian  broadcast  an  invita- 
tion to  attend  the  Miller  May  Day  Party. 
All  those  w^ho  brought  an  empty  carton 
could  exchange  it  for  a  free  hot  dog. 
(Swift  &  Co.  supplied  Swift's  Premium 
Dinner-size  Frankfurters.) 

Piled  high  was  the  mass  of  empty 
Miller  Cereal  cartons  which  had  been 
purchased,  one  dollar  apiece,  during  the  13- 
week  stint.  At  nine  P.M.,  Mayor  D.  F. 
Loepp  opened  the  ceremonies  officially  by 
brief  comments  w^hich  were  broadcast  over 
KSCJ,  then  applied  a  torch  to  the  cartons. 
In  the  light  of  the  flames,  Sebastian  inter- 
viewed attending  officials,  persons  picked 
at  random  from  the  gathering,  announced 
winners  of  prizes  for  those  who  had  made 
the  best  May  Baskets  from  empty  Miller 
cartons. 

Officials  of  the  Miller  Cereal  Mills 
Co.  came  from  Omaha  for  the  affair,  wit- 
nessed ceremonies  along  with  local  Swift 
Co.  officials. 

AIR  FAX:    First   Broadcast:    February  3,    1941. 

Broadcast    Schedule:     Monday    thru    Saturday,    9:15- 

9:30  A.M. 

Preceded   By:    Viennese    Ensemble. 

Followed    By:     Vagabonds. 

Competition:   Martha  Webster    (CBS  dramatic  serial); 

and    Pepper    Young    (NBC    dramatic    serial). 

Sponsor:    Miller   Cereal    Mills    Co.,    Omaha,    Nebr. 

Power:    5,000    watts. 

Population:   83,110. 

Agency:    Allen    &    Reynolds,    Omaha,    Neb. 

COMMENT:     From    empty    cartons    grow 
carload  sales! 

Showman-minded,  the  Miller  Cereal 
people  are  not  content  with  ordinary  radio 
programs,  their  money  show  is  unusual  in 
itself;  the  May  Day  Party  daring  and  dif- 
ferent. 

Here's  a  good  rule  to  follow  if  you  plan 
a  similar  promotion:  Do  it  right  or  dont 
do  it  at  all! 


JULY,      1  94  1 


SHOWMANSHIP 
IN  ACTION 


Those   extra   promotions    and   merchandising   stunts 
that  lift  a  program  out  of  the  ordinary. 


Home  Furnishings  and  Jewelers 

MOVIE  QUIZ  Sober-sided  citizens  may 
lift  eyebrows,  frown  on  the  rambunctious 
antics  engaged  in  by  the  cast  of  Movie 
Quiz,  but  station  WHMA,  no  novice  to 
showmanship's  hurlyburly,  knows  the  way 
to  wangle  capacity  audiences. 

From  the  stage  of  the  Noble  Theater 
each  Tuesday  night  originates  this  heavily 
promoted  quiz  show  jointly  sponsored  by 
Warnock  Furniture  Co.  and  Gunter's 
Jewelry  Store.  Unique  setup:  Emcee 
Allen  Brown's  two  assistants  are  local  not- 
ables in  their  own  right — ]\lr.  "B"  of  the 
WHMA  Breakfast  Club,  early  morning 
platter  and  chatter;  and  "J.  C."  of  the 
WHMA  All  Request  Hour  in  the  late 
afternoon.  (Both  are  popular  WHMA  pro- 
grams.) 

Mr.  ''B"  and  ''J.  C."  w^ander  through 
the  theater  with  portable  mikes,  ask  vari- 
ous members  of  the  audience  their  names ; 
emcee  Brow^n  remains  on  the  stage,  asks  the 
movie  questions.  Each  contestant  is  asked 
one  question,  w^hich,  correctly  answ^ered, 
nets  him  50  cents.  If  quizee  doesn't  get  the 
coin,  it  clinks  into  the  jackpot  for  the  next 
contestant.  Audience  glee  grows  with  the 
size  of  the  jackpot,  and  the  applause  is  tre- 
mendous. 

As  important  to  the  success  of  the  show^ 
as  the  above  mechanics  are  the  routine  of 
comedy,  gags,  stunts,  horseplay.  Typical 
promotion  introduced  one  night  was  the  at- 
tempt 'to  gauge  whether  more  fans  were 
present  from  the  Breakfast  Club  or  the  All 
Request  Hour.  Foser  "J.  C."  brought 
down  the  house  in  roars  of  laughter  when 
he  bravely  underwent  a  vigorous  paddling 


217 


on  the  stage.  In  the  same  promotion,  re- 
peated a  few  weeks  later,  the  battle  see- 
sawed, ended  in  a  spanking  for  Mr.  "B." 

Another  time,  a  Spelling  Bee  was  in- 
corporated into  the  quiz  show,  and  con- 
testants were  chosen  in  advance  from  listen- 
ers of  the  Breakfast  Club  and  All  Request 
Hour.  When  the  Breakfast  Club  fans  out- 
spelled  the  All  Request  fans,  the  losing 
side's  leader,  "J.  C,"  took  the  punishment. 

The  following  Tuesday  night  before 
broadcast  time,  he  stepped  out  of  the  sta- 
tion, snugly  bedecked  in  baby  gown  and 
bonnet,  fortified  by  a  bottle  of  milk,  other 
accessories.  Gingerly  sitting  himself  down 
in  a  wheel  barrow,  he  relaxed  while  his 
drivers  threaded  through  a  gaping  vanguard 
of  some  3,000-strong  fans,  down  four 
blocks  of  the  main  thoroughfare  to  the 
theater.  At  the  outset  of  the  wheel  barrow 
ride,  emcee  Brown  broadcast  details  of  the 
proceedings  to  radio  listeners.  One  thou- 
sand fans  squeezed  into  the  theater  that 
night;  the  rest  were  turned  away.  It's  a 
rare  performance  that  doesn't  play  to 
"Standing  Room  Only." 

Promotions  aren't  limited  to  antics.  The 
Noble  Theater  runs  continuous  screen  ads, 
features  big  displays  on  each  side  of  the 
stage  during  the  performance,  several  large 
displays  in  the  lobby,  a  huge  banner  under 
the  marquee. 

Emcee  Brown,  conductor  of  a  regular 
Man  on  the  Street  show,  interviews  Mr. 
"B"  and  "J.  C."  from  time  to  time  regard- 
ing the  tricks  they  are  going  to  play  on 
each  other.  Movie  Quiz  gets  its  share  of 
plugs  on  the  street  broadcast  at  the  request 
of  Gunter's  Jewelry  Store,  who  is  also 
a  sponsor.  Both  Gunter's  and  the  War- 
nock  Furniture  Co.  carry  large  displays 
in  their  show  windows. 

AIR    FAX:     Broadcast    Schedule:     Tuesday,    8:00-8:45 
P.M. 

Preceded  By:   Final   Edition. 
Followed    By:    Dancing    Party. 

Sponsor:     Gunter's     Jewelry     Store,     Warnock     Furni- 
ture   Co. 

Station:    WHMA,    Anniston,   Ala. 
Power:    250    Watts. 
Population:    30,000. 

COMMENT:  Interchange  of  program  chat- 
ter, involving  four  distinct  programs,  re- 
sults in  a  lot  of  promotion  for  a  lot  of  spon- 
sors. 


Jewelers 

TOUCHDOWN  TIPS  Every  local  sponsor 
would  like  to  feature  a  Paul  Sullivan  on 
his  news  program.  Only  through  transcrip- 
tions can  local  sponsors  afford  nationally 
known  figures.  In  the  sports  field,  Colum- 
bia, S.  C.  sponsor  Reyner  Jewelry  Co. 
bought  transcribed  Touchdown  Tips,  fea- 
turing outstanding  sports  and  news  com- 
mentator Sam  Hayes.  Football  forecasting 


system  employed  by  Ha^es  has  a  record  of 
82%  in  picking  winners.  He  discusses  and 
analyzes  some  30-odd  games  during  each 
broadcast. 

air  FAX:  reyner  merchandising  stunt:  Each  com- 
mercial starts  out  with  football  information,  slides 
into  the  direct  information:  "The  Bowl  choices  are 
practically  all  made  and  have  been  announced.  It's 
to  be  Stanford  and  Nebraska  in  the  Rose  Bowl  in 
Pasadena;  Tennessee  and  Boston  College  in  the 
Sugar  Bowl  in  New  Orleans  and  other  top-flight 
teams  of  the  country  in  the  various  other  New  Year's 
Day  football  classics.  But,  speaking  of  choice,  have 
you  seen  the  choice  of  fine  gift  suggestions  to  be 
found  at  REYNER'S,  1610  Main  Street?  REYNER'S 
can   help   you,    etc." 

Broadcast    Schedule:    Friday,    Sept.    20    to    December 

13. 

Sponsor:    Reyner's,    Inc.,    Jewelers. 

Station:   WIS,   Columbia,  S.   C. 

Power:    5,000   watts. 

Population:    71,704. 

Availability:     NBC     Radio-Recording     Division,     RCA 

Bldg.,    New    York,   N.   Y. 

COMMENT:  A  football  program  is  ideal 
for  jewelers.  Beginning  in  September,  pro- 
gram continues,  with  ever-rising  tempo, 
right  through  to  the  peak  Christmas  season. 

Low  cost  transcribed  shows  bring  au- 
thentic reports,  top-notch  announcers,  lose 
nothing  in  timeliness  since  recordings  are 
not  made  until  very  last  minute,  then  air- 
mailed to  sponsor. 


218 


RADIO      SHOWMANSHIP 


WHAT  THE  PROGRAM  DID  FOR  MEj 


This  is  the  businessman's  own  department.  Radio  advertisers  are  invited  to  exchange 
results  and  reactions  of  radio  programs  for  their  mutual  benefit.  Address  all  letters  to 
What  the  Program  Did  for  Me,  RadioShowmanship,  II f A  at  Glenwood,  Minneapolis,  Minn. 


Real  Estate 

TRADER  FRED  "The  program  is  current- 
ly scheduled  on  radio  station  KROW  at 
12:30  to  12:35,  daily  except  Sunday.  It 
went  on  the  air  for  the  first  time,  March 
14,  1941,  and  this  is  my  first  adventure  in 
radio  advertising.  It  is  a  five-minute  pro- 
gram, in  the  form  of  a  dialogue  between 
Trader  Fred,  a  homey,  small  town,  hill- 
billy type  acted  by  Lee  McLendon  of  the 
KROW  staff,  and  the  announcer. 

"During  the  five-minute  script.  Trader 
Fred  brings  out  the  many  real  estate  trades 
being  offered  by  L.  B.  Frederick,  and 
urges  the  listener  either  to  stop  in,  write, 
or  phone  if  interested  in  these  properties, 
and  to  list  their  properties  with  our  organi- 
zation. 

"It  has  been  a  success  from  the  very 
start.  Immediately  follow^ing  the  broadcast, 
we  are  almost  sure  of  receiving  from  15  to 
20  or  more  telephone  calls.  Besides  the 
many  drop-in  calls  during  the  day,  we  also 
receive  on  an  average  of  20  to  30  letters  a 
week,  either  from  people  requesting  more 
information  about  the  property  advertised 
or  from  those  desiring  to  list  their  holdings. 

"You  might  be  interested  to  learn  that 
during  my  16  years  in  the  real  estate  busi- 
ness, I  have  always  been  a  believer  in  ad- 
vertising, and  have  spent  better  than  $500 
per  month  in  newspaper  classified  advertis- 
ing in  the  past  12  years.  Advertising  is  like 
any  other  form  of  investment;  it  is  worth 
only  what  it  brings  you.  And,  of  course, 
advertising  is  measured  by  results,  and  that 
brings  me  up  to  the  dividends  which  I  have 
actually  received  through  my  program, 
Trader  Fred. 

"First,  the  type  of  prospects  I  have  re- 
ceived   are?    mostly    classified    as    excellent 


leads,  who  are  not  only  interested  and 
anxious  to  do  business,  but  financially  cap- 
able. Second,  deals  actually  closed  show  a 
profit  of  better  than  $1,400  or  an  average 
of  better  than  $40  per  day.  Besides  this, 
many  deals  are  now  pending,  and  we  have 
obtained  excellent  property  listings  for  fu- 
ture sales.  And  that  isn't  all.  This  program 
has  given  my  business  a  new  human  interest 
appeal  to  the  point  that,  wherever  I  go, 
people  are  beginning  to  call  me  Trader 
Fred,  and  naturally,  it  creates  confidence 
and  good  will,  which  helps  my  sales  force 
close  deals  with  the  least  possible  friction. 

"Before  I  started  this  program,  I  was  a 
little  afraid  that  I  would  continually  be  ap- 
pealing to  the  same  audience  every  day,  and 
my  venture  would  blow  up  like  a  bubble; 
but  I  find  this  incorrect.  I  am  now  consid- 
ering shifting  my  advertising  budget  in 
order  to  give  radio  more  representation." 

L.  B.  Frederick 

L.  B.  Frederick  Co.,  Inc. 

Oakland,  Calif. 

AIR  FAX:   First  Broadcast:   March   14,   1941. 

Broadcast    Schedule:    Monday    thru    Saturday,    12:30- 

12:35. 

Preceded   By:    Man    On   Street. 

Followed  By:    Dance. 

Competition:    Noonday    Program. 

Sponsor:    L.    B.    Frederick   Co.,    Inc. 

Station:    KROW,    Oakland,    Calif. 

Power:    1,000. 

Population:   284,063. 

COMMENT::  Sponsor  Frederick's  experi- 
ence represents  the  ideal  in  radio  advertising 
— sizeable,  traceable  sales  from  the  start. 
Yet  a  word  of  caution :  Many  a  sponsor  has 
found  that  a  program  that  started  slow 
gradually  swelled  in  sales  returns;  still 
others  have  found  that  though  they  can't 
trace  direct  sales,  good  will,  prestige,  and 
publicity  value  merit  continued  broadcast- 
ing. 


JU  LY,      1  94  1 


219 


SHOWMANSCOOPS 

RADIO  SHOWMANSHIP   welcomes   unusual   photographs   of  merchandising 
stunts  used  by  businessmen  to  promote  their  radio  programs.  One  dollar  will 
be   paid    for  pictures   accepted.   If   you   wish   photographs    returned,    please   in- 
clude self-addressed,  stamped  envelope. 


Right  .  .  .  When  emcee  Doug 
Arthur  on  Shoppers'  Jackpot  (see 
June  issue,  p.  188)  announced 
that  sponsor  D.  MANN'S 
APPLE  JUICE  was  as  delightful 
as  a  kiss  from  a  beautiful  girl, 
he  had  to  prove  it.  Using  a  Thrill- 
O-Meter,  WIBG  (Glenside,  Pa.) 
receptionist  Marjorie  (Angel) 
Cake  performed  the  test  during 
the  program  on  guinea  pig  an- 
nouncer Tom  Moore.  The  apple 
juice  rode  the  needle  to  the  high- 
est point  on  the  dial.  The  kiss 
blew  out  the  machine.  Miss  Cake 
admitted  she  had  imbibed  sev- 
eral glasses  of  D.  MANN 
APPLE    JUICE    before    the    test. 


Left  .  .  .  After  a  four  monti 
^53,000  remodeling  job,  Oak^ 
land  (Calif.)  credit  jewelerij 
MILENS  staged  a  Hollywooc 
opening  replete  with  gigantii 
searchlights,  loudspeakers,  ( 
mentators,  orchestras,  public  fig 
ures.  KROW  radio  progran 
opened  with  greetings  from  th< 
Mayor,  City  Manager,  and  Chie 
of  Police.  Pleased  as  punch  an 
(left  to  right)  Ben  Shane,  co- 
owner;  Theodore  H.  Segall,  head 
of  the  Segall  Advertising  Agency, 
San  Francisco;  Frank  Wright, 
emcee;  and  L.  J.  Milenbach,  co- 
owner. 


220 


RADIO     SHOWMANSH  IP 


Above  .  .  .  Big  event  for  Allen  County 
(Ind.)  school  children  is  MORRIS 
PLAN  BANK'S  Spelling  Bee.  Left  to 
right,  James  Studer,  sponsor's  advertis- 
ing manager  and  show's  commercial  an- 
nouncer; Rosemary  Stanger,  Spelling 
secretary;  Elmo  Snavely,  Erma 
Dochterman,  and  Father  Leonard  Cross, 
judges;  Al  Becker,  who  introduces  the 
children;  R.  Nelson  Snider,  school  prin- 
cipal and  word  pronouncer;  Jeane  Brown, 
organist.    Sponsor   used    station   — . 


Right  .  .  .  Showmanship  and  merchan- 
dising burst  into  song  on  Cleveland 
station  WHK,  when  the  Singing  Powers 
models,  in  town  with  a  vaudeville  unit, 
costumed  in  clothes  from  HALLE 
BROTHERS  DEPARTMENT  STORE, 
put  on  their  own  style  show  and  radio 
program  in  the  studios. 


Left  .  .  .  When  Rhode  Island's 
new  station,  WFCI,  wanted  to 
collar  juvenile  attention  in  par- 
ticular, public  interest  in  general 
for  their  kiddy  program.  Buddy 
and  His  Gang,  they  negotiated 
a  tie-up  with  a  Rodeo  playing  in 
town,  offered  to  the  youngster 
sending  in  the  best  50-word 
letter  on  why  he  likes  a  Rodeo,  a 
$130  pony,  saddle,  and  bridle. 
After  the  one-week  offer,  which 
netted  100%  response,  the  award 
was  made  direct  from  the  Rodeo. 
Seen  in  front  of  the  WFCI  studio 
is  the  winning  youngster  astride 
the  pony;  in  center,  Paul  Oury, 
WFCI  general  manager,  surround- 
ed   by    four    Rodeo    members. 


221 


PROOF  0' THE 
PUDDING 


Results  from  radio  programs,  based 
on  sales,  mails,  surreys,  long  runs, 
the  growth   of  the   business   itself. 


Auto  Supplies 

WHITE'S  SCHOOL  OF  THE  AIR  Monday 
through  Saturday,  class  meets  every  noon 
on  Midland's  (Tex.)  Main  Street,  where 
passers-by  tarry  in  the  chance  of  picking 
up  a  lot  of  fun,  a  little  change.  So  well  do 
pupils  learn  their  lessons  that  sponsor 
White's  Stores,  Inc.,  confine  their  ad- 
vertising solely  to  radio ! 

KRLH  emcee  parcels  out  the  questions 
in  sets  of  four ;  contestants  pluck  a  set  at 
random.  In  the  manner  of  network  Take 
It  or  Leave  It,  they're  paid  progressively, 
i.e.,  10  cents  for  the  first  correct  answer; 
second  correct  answer  hikes  the  price  to  20 
cents;  third,  to  40  cents;  and  fourth,  to  80 
cents;  or  down  to  nothing  if  a  question  is 
missed.  Contestant  has  the  privilege  of 
stopping  at  any  point. 

Friday  aperitif  is  a  grand  prize  given 
away  by  means  of  a  drawing  held  during 
the  program.  Listeners  are  always  told  to 
bring  or  send  in  their  names  and  addresses 
on  post  cards,  w^hich  are  placed  in  a  box 
for  the  drawing.  The  person 
whose  name  is  draw^n  must  call 
station  KRLH  within  five  min- 
utes to  be  eligible  for  the  gift, 
usually  a  table  model  radio,  a 
set  of  dinner  ware,  an  electric 
food  mixer.  In  a  six-week  pe- 
riod, from  starting  date  of 
grand  prize,  sponsor  White 
grossed     some     1,500     cards. 

AIR      FAX:      Emcee      creates      informal, 
humorous    atmosphere. 

Broadcast      Schedule:       Monday      thru 
Saturday,    11:45-12:00    noon. 


Preceded      By:      Helen      Holden,      Government     Girl 
(MBS   dramatic   serial). 
Followed   By:    News    (TSN). 

Sponsor:  White's  Stores,  Inc.  (Retail  automobile 
parts  and  supplies,  and  home  and  electrical  appli- 
ances.) 

Station:    KRLH,    Midland,    Texas. 
Power:   250   watts. 
Population:    5,484. 

COMMENT:  It's  been  proved  time  and 
again  that  it's  not  the  cost  of  the  entertain- 
ment, but  the  idea  that  brings  success  to  a 
program ! 


Beverages 


PIGSKIN  PREVUE  Fall  U.  S.  radio  per- 
ennial is  the  Friday  night  football  "dope- 
show,"  fitting  forerunner  of  the  Saturday 
contests.  Past  six  years,  Duquesne  Brew- 
ing Co.  has  sponsored  Pigskin  Frevue,  fea- 
turing crack  expertiser  Les  Biederman,  who 
tackles  the  ticklish  business  of  predictions, 
confounds  Pittsburgh  fans  with  his  uner- 
ring scoops. 

Duquesne  had  an  added  incentive  for 
sponsoring  Pigskin  Prevue:  They  were 
capitalizing  on  a  newspaper  promotion,  en- 
tirely independent  of  them,  sponsored  by 
three  Pittsburgh  newspapers.  Each  week 
the  papers  listed  20  football  games  to  be 
played  over  the  week  end.  To  the  one  sub- 
mitting the  most  correct  list,  a  $100  prize 
was  awarded.  Since  deadline  for  turning 
in  the  weekly  newspaper  tallies  was  Satur- 
day noon,  station  \VWSW  designed  Pig- 
skin Prevue  for  Friday  night  to  lure  the 
vast  audience  participating  in  the  newspaper 
promotion. 

Taking  the  lead  in  the  program  predic- 
tions are  the  three  local  colleges,  Tech, 
Pitt,  and  Duquesne,  but  some 
48  other  nationally  known 
schools  get  their  due  share  of 
attention.  Test  of  program's 
power:  The  three  newspapers 
got  close  to  1,000  tally  sheets 
each  week. 

Only  broadcast  requesting 
mail  was  the  first  program  last 
fall.  In  just  one  announcement, 
sponsor  offered  to  send  anyone 
interested  in  sending  his  name 
to  the  Duquesne  Brewing 
Co.  a  booklet  titled  Know  Your 


222 


RADIO      SHOWMANSHIP 


Presidents.    Received:    237    requests. 

AIR  FAX:   First  Broadcast:    1936. 

Broadcast  Schedule:  Friday,  8:00-8:30  P.M.  (Pro- 
gram starts  mid-September,  continues  for  10  weeks.) 
Preceded   By:    Musicale. 

Followed   By:    Duquesnc   University    Football    Games. 
Sponsor:   Duquesne  Brewing  Co. 
Station:   WWSW,   Pittsburgh,   Pa. 
Power:    250    watts. 
Population:    665,384    (1940). 
Agency:     Walker    8C     Downing    Advertising    Agency. 

SAMPLE  SCRIPT  AVAILABLE. 

COMMENT:  It's  safe  to  say,  that  all  other 
factors  being  favorable  (station,  time,  staff) 
a  football  prediction  program  is  sure  fire. 
Suggestion :  Keep  your  eyes  open  for  extra 
promotions  in  your  town  that  you  can  cash 
in  on! 


Dairy  Products 

MEADOW  GOLD  TITLE  TUNES  Lifted 
out  of  the  ordinary  by  the  w^eight  of  its 
weekly  mail  intake  is  this  clever  musical 
quiz  show  sponsored  on  WLOK  (Lima, 
Ohio)  by  the  Beatrice  Creamery  Co. 
for  Meadow  Gold  Dairy  products.  In  the 
original  26  weeks  of  the  contest,  telephone 
answers  were  accepted.  But  local  telephone 
company,  indignantly  claiming  their  entire 
facilities  were  being  tied  up  with  busy  sig- 
nals, threatened  to  hamstring  this  success- 
ful radio  program  with  an  injunction  pro- 
ceedings. Sponsor  switched  to  post  card  re- 
plies, soon  was  blizzarded  by  from  500  to 
4,000  pieces  per  program. 

AIR   FAX:    At   the   conclusion   of   each   musical   record- 
ing,  nine  names   are   announced;    only  one   is   correct. 
Contestant  pens  on  a  post  card  the  number  he  thinks 
represents    the   title    of    the    selection.    After   this    pro- 
cedure  is    repeated    four   times   during   the   half   hour, 
contestant    has    a    number    consisting    of    five    digits, 
which  is  the  Title  Tune  number  for  the  broadcast. 
If   only   one   contestant   sends    in   the  correct   number, 
he    gets*    50    dollars.     If    two    send    correct    answers, 
each   gets   25    dollars,    with   the   pay-off  decreasing   on 
the    pari-mutuel    system — the    more    correct    answers, 
the    smaller     the     prizes.     As     minor    prizes,     sponsor 
awards    ice    cream,    other   dairy    products. 
Broadcast   Schedule:    Monday,    7:15-7:45    P.M. 
Preceded  By:   High  Speed  Factfinder. 
Followed   By:    15    Minute   Participating. 
Sponsor:    Beatrice    Creamery    Co.,    for    Meadow    Gold 
Dairy   Products. 

Station:    WLOK,    Lima,    Ohio. 
Power:   250   watts. 
Population:    42,287. 

COMMENT:  Prime  factors  in  Meadow 
Gold  Title  Tunes'  success:  1)  Simplicity. 
2)  Anyone  can  compete  for  the  prizes.  The 
entry  fee  is  simply  a  penny  post  card. 


YODRS 


for  the  asking 


address    radio    SHOWMANSHIP 
11th    at    Glenwood,    Minneapolis,    Minn. 

SAMPLE  SCRIPTS  AVAILABLE 

Automobiles — Mr.     Yes     and     No      (see 

Sept.   issue,   p.    32). 
Auto    Supplies — Jack,     the    Tire     Expert 

(see   May   issue,   p.    135). 
Bakeries — Musical    Arithmetic     (see    Feb. 

issue,   p.    72). 
Beverages — Pigskin  Prevue   (see  p.  222). 
Building     Materials — Homers     at     Home 

(see  Feb.   issue,  p.   58). 
Chiropractic — The  Good  Health  Program 

(see  March-April  issue,  pp.  110,   112). 
Dairy  Products — Junior  Town    (see  Dec. 

issue,   p.    136). 
Dairy     Products — Kiddie     Quiz     (see     p. 

214). 
Dairy  Products — Young  American's  Club 

(see  Nov.  issue,   p.    110). 
Department  Stores — Hardytime  (see  Sept. 

issue,   p.    35). 
Department  Stores — Woman's  Hour    (see 

June  issue,  p.    178). 
Drug     Stores — Five     Years     Ago     Today 

(see   Dec.   issue,   p.    146). 
Finance — Saga    of    Savannah     (see    June 

issue,    p.    187). 
Flowers — An   Orchid    to    You    (see   Sept. 

issue,  p.  35). 
Fuel — Smoke    Rings     (see    Dec.    irsue,    p. 

126). 
Gasoline — Home  Town   Editor    (see  Oct. 

issue,  pp.   73,   74). 
Gasoline — PDQ    Quiz    Court     (see    Dec. 

issue,   p.    134). 
Groceries — Food    Stamp    Quiz    (see   Sept. 

issue,   p.    33). 
Groceries — Matrimonial      Market      Basket 

(see  Dec.  issue,  p.    154). 
Groceries — Mystree      Tunes       (see      June 

issue,  p.   162). 
Groceries    (Wholesale) — Hoxie  Fruit  Re- 
porter   (see  Jan.   issue,   p.    34). 
Groceries  (Wholesale) — Market  Melodies 

(see  Oct.  issue,  pp.  73,   74). 
Groceries    (Wholesale) — Women's  News- 
reel    of    the    Air     (see    Oct.    issue,    p. 

63). 
Laundries — Rock-a-bye     Lady     (see     Feb. 

issue,   p.   47). 
Men's   Wear — Hats  Off    (see  June  issue, 

pp.    178,    183). 
Optometry — Good     Morning,     Neighbors 

(see  Jan.   issue,  p.   35). 
Shoes — Mr.    Fixer     (see    June    issue,     p. 

148). 
Sporting    Goods — Alley    Dust    (see    June 

issue,  p.    177). 
Women's    Wear — Melodies   and    Fashions 

(see  Nov.  issue,  p.   112). 

SAMPLE    TRANSCRIPTIONS 

Betty   and    Bob    (see   Oct.   issue,   p.    53). 

The  Enemy  Within  (see  Jan.  issue,  p. 
18). 

The  Face  of  the  War  (see  May  issue, 
p.    125). 

Little  by  Little  House  (see  May  issue, 
p.    128). 

Pinocchio    (see   Sept.    issue,   p.    11). 

Secret  Agent  K-7  (see  Sept.  issue,  p. 
35). 

Sonny    Tabor    (see    May    issue,    p.    140). 

Stella   Unger    (see   Feb.   issue,   p.    56). 

Streamlined  Fairy  Tales  (see  March- 
April   issue,   p.   90). 


JULY,      1941 


223 


TRENDS 


A  rating  of  program  patterns  based  on  a  special  survey  of 
outstanding,  locally-sponsored  radio  programs  throughout 
the  country.  Let  the  TREND  of  these  ratings,  month  to 
month,   be  your  guide  to  better  buying. 


PROGRAM    RATINGS,    MAY,    1941 


Type 

Rating 

Last 
Month 

Change 

MUSIC 

32% 

32% 

NEWS 

22%   ' 

21% 

+  1% 

QUIZ 

12% 

11% 

+  1% 

INTERVIEWS 

8% 

9% 

-1% 

TALKS 

7% 

8% 

-1% 

SPORTS 

7% 

7% 

DRAMA 

6% 

6% 

COMEDY 

6% 

6% 

GROUPS          Men  Women  Children 

Music 28%  36%  33% 

News 27%  20%  10% 

Talks 5  %  1 1  %  3  % 

nterviews  ...     7%  9%  10% 

Quiz 12%  12%  14% 

Sports 13%  3%  4% 

Drama 4%  4%  16% 

Comedy 4%  5%  10% 

INTRODUCTION 

Do  you  want  to  use  radio  to  sell  tobacco 
to  men,  or  perhaps,  hosiery  to  women,  or 
breakfast  food  to  the  kiddies?  Maybe  you'd 
rather  reach  all  of  the  people  all  of  the 
time.  The  choice  is  yours.  There  are  some 
program  patterns  with  general  appeal,  oth- 
ers, with  greater  effect  upon  one  group  than 
another. 

First,  study  your  customers,  decide  whom 
you  wish  to  reach,  then,  read  the  following 
analysis  of  our  Trend  figures. 

PROCEDURE 

For  many  months  now,  we  have  been 
separating  our  total  ratings  of  program  pat- 
terns into  groups  with  the  commercial  ap- 
peal directed  to  1 )  men  2)  women  3)  chil- 


dren. As  would  be  expected,  the  ratings  for 
each  group  varies  considerably  from  the 
average  rating  for  the  whole.  The  follow- 
ing graphs  illustrate  how  small  or  great 
that  deviation  actually  is  from  the  general 
average.  For  example,  in  Graph  I,  average 
rating  for  juusical  programs  is  32%  ;  the 
rating  for  jiiusical  programs  appealing  to 
men  is  4%  less  than  average. 


I.   MUSIC 


Ave. 
Rating 


32% 


+  4% 

■ 

+  1% 

■ 

-4% 

Men 

Women 

Children  | 

Most  successful  musical  programs  are 
heard  during  the  daytime  when  the  house- 
wife is  near  the  speaker  and  the  husband 
deep  in  his  business  problems.  This  graph 
indicates  why.  If  you're  appealing  to  wom- 
en, music  can  play  a  merry  tune  on  your 
cash  register. 


II.  QUIZ 


Ave. 

Rating  ...  12% 


-2% 


0%  0% 


Men  Women        Children 


Interesting  indeed  is  the  fact  that  quiz 
shows  have  less  variance  from  the  general 
average  than  any  other  type  of  program  pat- 
tern. Wide  general  appeal  is  an  attribute 
many  sponsors  are  looking  for.  The  popu- 
larity of  kiddie  quiz  shows  is  also  indicated 
by  these  figures. 


224 


RADIO      SHOWMANSHIP 


A 


III.  NEWS 


Ave. 
Rating  . 


Certainly,  in  these  times  everybody  is 
interested  in  news,  but  the  wisest  buyer  of 
news  broadcasts  is  the  man  with  a  product 
to  sell  to  men.  Probable  reason  for  the  low 
rating  for  news  shows  for  children:  It  just 
isn't  being  done! 


IV.  INTERVIEWS 


Ave. 
Rating  . 


8% 


+  1% 

+2% 

-1% 

Men 

1    Women 

Children  | 

Informal  interview  programs  (the  man 
on  the  street,  etc.)  is  another  type  of  pro- 
gram with  wide  general  appeal  since  ratings 
by  groups  vary  little  from  average. 


V.  TALKS 

Ave. 

.  7% 

+4% 

■ 

Rating  . 

-2% 

-4% 

Men 

1    Women 

Children 

New  York's  Popular 

HOTEL 

LINCOLN 

44th  TO  45th  STS.  AT  8th  AVE. 

1400  ROOMS 
from  5  j 

Each  with  Bath,  Servidor, 
and  Radio.  Four  fine  res- 
taurants   acclaimed    for 


cuisine. 


MARIA  KRAMER 

PRESIDENT 


John  L.  Morgan 
Gen.  Mgr. 


HOTEL  EDISON 

Same  Ownership 


IN    THE    CENTER    OF 
MID-TOWN  NEW  YORK 


JU  LY,      194  1 


225 


This  rather  wide  classification  (which 
includes  household  hints,  recipe  programs, 
fashions,  lectures,  etc.)  is  most  successful 
when  the  commercial  appeal  is  directed  to 
women.  Men  don't  seem  to  appreciate  too 
much  talk:  and  children,  even  less. 


shown  as  the  kiddies'  love  for  drama.  If 
you're  thinking  of  reaching  the  parents 
through  their  children,  you'll  be  wisest  if 
you  place  your  money  on  a  syndicated, 
transcribed,  dra/natic  show. 


VI.  SPORTS 


VIII.  COMEDY 


Ave. 

Rating  . 


There's  nothing  new  about  advising  a 
sponsor  w^ith  a  product  for  men  to  use  a 
sports  broadcast.  He  knew  it  all  the  time. 
But  if  you've  been  hesitating  about  sports 
show^s,  compare  these  graphs.  You'll  find 
they  still  remain  the  men's  favorite.  Inci- 
dentally, actual  figures  indicate  that  sports 
shows  have  a  wider  general  appeal  than  one 
might  suppose. 


VII.  DRAMA 


Ave. 

Rating  ...  6% 


Only  locally-sponsored  drama  is  com- 
puted in  this  graph.  Here,  we  find  that 
dramatic  shows  appealing  to  men  or  to 
women  vary  slightly  from  average,  but 
dramatic  programs  for  children  show 
marked  deviation.  In  fact,  nowhere  in  this 
entire  survey  is  such  a  decided   preference 


Ave. 
Rating  . 


6% 

+4% 

■ 

-2% 

-1% 

Men 

1    Women 

Children 

Everybody  loves  a  good  laugh!  These 
figures  prove  that — no  separate  group  de- 
viates very  much  from  average.  However, 
the  children  seem  to  enjoy  their  laughs 
most,  if  these  figures  are  any  indication. 


CONCLUSION 

In  order  to  simplify  this  survey,  each 
program  pattern  is  broad  and  holds  within 
its  boundaries  hundreds  of  different  pro- 
gram ideas.  In  sojjie  cases,  it  may  even  be 
better  to  mix  patterns,  rather  than  hold  to 
one  entirely.  For  example,  music  can  find 
a  place  for  itself  in  almost  any  pro  grain 
structure. 

1.  If  you're  seeking  a  program  with  the 
least  variance  among  sex  or  age  groupings, 
or  (putting  the  same  thing  in  a  different 
way)  the  widest  general  appeal,  try  quiz  or 
interview  programs. 

2.  If  you're  seeking  a  women's  audience, 
try  ?uusic  or  talks  about  women  and  their 
problems,  delivered  by  an  outstanding  wom- 
an personality. 

3.  If  you're  seeking  a  men's  audience,  try 
news  or  sports  broadcasts. 

4.  If  you're  seeking  a  children's  audience, 
try  dra?na  or  comedy.  As  a  suggestion,  com- 
bine them  both  and  thus  avoid  the  wrath  of 
parent-teacher  groups  that  frown  upon 
"blood  and  thunder"  drama. 


226 


RADIO      S  HO  WM  ANSH  IP 


XEXT  MOXTIl 


SUPERMAN'S  ALLEN  DUCOVNY  presents  an  interesting  analysis  of  radio  for 
children  based  on  a  recently  completed  national  survey.  You'll  find  all  the  facts  and 
figures  in  You  Cant  Fool  the  Kids. 


AD  MAN  S.  JOHN  SCHILE,  of  S  &  L  department  Store  chain,  lets  down 
what's  left  of  his  hair  to  bring  Radio  Showmanship  readers  a  few  of  his  pet  theories 
on  writing  better  script  for  radio.  He  calls  his  article,  Sugar  Coating  Commercials — 
and  it  makes  "sweet"  reading! 


JUHNNY  DN  THE  SFDT  returns  to  Showmanship's  pages  with  more  results 
on  a  national  survey  of  radio  spot  announcements.  If  you  want  to  know  what  to  buy, 
and  why,  watch  for  Johnny's  report. 


77/5  IS  YOUR  TENTH  COPV  (h 


arc  articles  concerning,  and  clcrailc( 

IS  used  in  12  different  types  of  hiisi 

program  presentations  niav  prove  adaptahl 

itors  of  Radio  Showmanship  \  Mfkch; 

dll  promptly  answer  all  c()rres[)oiidciice 

lis  issue. 


xrwrnanSi 


IN  THIS  ISSUE  . . .  PROGRAMS  AND  PROMOTIONS  FOR 


Automobiles      -     Beverages      *      Dairy  Products 


Department 


Stares 


Finance 


Furs 


Groceries 


Home 


Furnisliings    *   Jewelers    *   Meat  Pruducts    «    Men's  Wear   *   Shoes 


gFBVTPF 


YOUR  BUSINESS  AT  A  GLANCE 


An  index,   classifying  by   businesses   the  various   articles   and   services    in   Radio   Showmanship. 
It's  the  quick  way  to  find  out  what  others  in  your  business  field  are  accomplishing  through  radio. 


AUGUST 


business  PAGE 

Automobiles 256 

Beverages 255,  256 

Building   Materials 258 

Cemeteries 250 

Dairy  Products  252,  254,  257 

Dentistry 250 

Department  Stores  238,  250,  261 

Drug  Products 234,  258 

Electrical    Supplies 261 


Business  PAGE 

Finance 237,  249,  253 

Furs 258 

Groceries  234,  240,  259,  261 

Home  Furnishings 231,  254,  261 

Jewelers 255 

Meat  Products  248 

Men's  Wear  249,  257 

Optometry 251 

Shoes  248,  251 


JULY 


Business  PAGE 

Auto  Supplies 222 

Beverages 222 

Dairy  Products  214,  223 

Department  Stores 202,  221 

Finance  212,  221 

Gasoline 199,    212 


Business  PAGE 

Groceries 216,  220 

Home  Furnishings 217 

Jewelry  217,  218,  220 

Laundries 206 

Men's   Wear  215 

Real   Estate 219 


CONTENTS 


!    AUGUST      1941 

I      VOL.  2  NO.  7 


Editorial  Advisory  Board 
Radio 

Herbert  Pettey 

New  York 
Ralph  Atlass 

Chicago 
William  Dolph 

Washington 
Henry  Johnston 

Birmingham 
Glenn  Snyder 

Chicago 
Philip  Lasky 

San  Francisco 
Roger  Clipp 

Philadelphia 
J.  Harold  Ryan 

Toledo 
Business 
Lorenzo  Richards 

Ogden,  Utah 
Gustav  Flexner 

Louisville 
J.  Hudson  Huffard 

Blue  field,  Va. 
Maurice  M.  Chait 

Peoria,  III. 
Frank  J.  Ryan 

Kalamazoo,  Mich. 
Allen  C  Knowles 

Cleveland 

Editor  and  Publisher:  Don  Paul 
Nathanson  and  S.  H.  Kaufman.  As- 
sociate Editors:  Norman  V.  Carlisle, 
Harold  Kahm,  Paul  Hellman.  Re- 
search Director:  G.  M.  Osman.  Busi- 
ness   Manager:    Norman    Lunde. 

Published  by  Showmanship  Publi- 
cations, Minneapolis,  Minn.  Subscrip- 
tion rate:  $2.50  a  year,  25c  a  copy. 
Address  editorial  correspondence  to 
Showmanship  Building,  Eleventh  at 
Glenwood,  Minneapolis,  Minn.  Tele- 
phone: Bridgeport  6228. 

Copyright  1941,  by  Showmanship 
Publications,  publishers  of  Radio 
Showmanship. 


Portrait  of  My  Best  Salesman 235 

Frank   Reardon 

The  operator  of  the  Pay'n  Save 
Super  Market  of  Butte,  Montana, 
relates  the  amazing  story  of  how  radio 
advertising  built  a  million  dollar  busi- 
ness. 

The  First  100  Years  Are  the  Hardest  238 

J.   Paul   Doherty 

On  its  105th  anniversary,  the  A.  G. 
Pollard  Department  Store  of 
Lowell,  Mass.,  experimented  with 
radio  as  a  good-will  builder  and  dis- 
covered a  new  direct-selling  medium. 

Give  Them  a  Reason  for  Coming  In 240 

W.  R.  Lovelace 

With  $900  and  smart  merchandising, 
this  enterprising  grocery  was  built  up 
to  a  half  million  dollar  volume  in  nine 
exciting  years. 

Sugar  Coating  Commercials 243 

S.   John  Schile 

Words  that  sell  and  cast  a  spell,  put 
the  "sing"  into  advertising.  A  study  in 
romanticizing  commercials. 

Something  to  Think  About 245 

An  RS  Air  Analysis 

Adman  Harfield  Weedin  of  Houston, 
Texas,  places  the  stamp  of  approval  on 
a  five-minute  script  show  that  gives  the 
listener  something  to  think  about. 


AUG  U  ST,      194  1 


231 


You  Can't  Fool  the  Kids 247 

Allen  Ducovny 

Some  facts  and  figures  by  the  produc- 
tion director  of  the  Superman  radio 
show  that  further  illustrates  the  value 
of  a  children's  audience. 

Mama  Bloom's  Brood 248 

An  RS  Air  Analysis 

Can  a  transcribed  dramatic  serial  do  a 
selling  job  for  your  store  or  product  or 
service?  Here's  the  answer  by  three 
sponsors  who  have  tried  it. 

Airing  the  New 250 

All  the  available  data  on  new  radio 
programs.  No  result  figures,  as  yet,  but 
worth  reading  about ! 

Special   Promotion 253 

Short  radio  promotions  that  run  but  a 
day,  a  week,  or  a  month  yet  leave  an 
impression  that  lasts  the  year  around. 

Showmanscoops 254 

Photographic  review  of  merchandising 
stunts,  and  the  personalities  behind 
them. 


What  the  Program  Did  for  Me 256 

This  is  the  businessman's  own  depart- 
ment. Here,  the  radio  advertisers  of 
the  nation  exchange  results  and  re- 
actions of  radio  programs  for  their 
mutual  benefit. 

Proof  O'  the  Pudding 257 

Results  from  radio  programs,  based  on 
sales,  mails,  surveys,  long  runs  and  the 
growth  of  the  business  itself. 

Johnny  On  the  Spot 260 

If  you  use  spot  announcements,  you'll 
be  interested  in  the  news,  reviews  and 
tips  in  this  department. 

Trends 261 

A  rating  of  program  patterns  based  on 
a  special  and  continuous  survey  of  out- 
standing, locally-sponsored  radio  pro- 
grams throughout  the  country. 

Yours  for  the  Asking 262 

A  listing  of  sample  scripts  and  tran- 
scription availabilities  on  programs  re- 
viewed in  this  and  preceding  issues. 


Furniture 
Retailers! 

Here's  a  thoroughly  tested 
transcribed  radio  series 
ready  for  your  Fall  sales 
campaign.  It  is  now  selling 
more  furniture  for  some  of 
the  country's  leading  home 
furnishings  and  furniture 
stores.  It's  a  complete  pack- 
age, consisting  of  a  new 
and  splendid  radio  series 
plus  an  intelligent  mer- 
chandising campaign  that 
will  sell  furniture  for  YOU 
— at  an  amazingly  low 
radio  of  advertising  ex- 
penditure! 

Audition  Samples  and 
Complete  Manual — 
will  be  shipped  at 
$5.00  Deposit. 


Produced  and  Distributed  Exclusively  by 

KASPER-GORDON  Incorporated 


140  BOYLSTON  STREET 


BOSTON 


MASSACHUSETTS 


One  of  the  Country's  Leading  Program  Producers  and  Distributors  of  Tested  Syndicated 
Transcribed  Radio  Shows 


111 


RADIO     SHOWMANSH 


T 


ON   PUBLIC  SERVICE 


HE  average  American  business  man  would  never 
make  a  good  story  book  hero.  In  fiction,  the  hero, 
upon  rescuing  the  pretty  maiden,  retires  modestly  into 
the  background  and  shuns  the  plaudits  of  his  admirers. 


On  the  other  hand,  our  average  American  business  man 
isn't  modest  at  all.  When  he  does  a  good  deed  or  a  public 
service,  he  shouts  the  fact  to  the  sky.  He  has  learned  long 
ago  that  good  public  service  is  good  business. 

Are  we  blaming  him?  Not  at  all!  For  in  these  troubled 
times,  the  important  thing  is  the  deed,  not  the  reason. 

No  other  medium  of  advertising  presents  better  oppor- 
tunities to  serve  the  public  than  radio.  Last  minute  news 
flashes,  weather  and  market  reports,  even  comedy  and  musical 
entertainment  are  services  the  public  appreciates.  The  most 
elaborate  newspaper  advertisement  won't  build  a  tenth  the 
good  will  that  a  blow-by-blow  description  of  a  champion- 
ship heavyweight  boxing  match  will. 

Today,  many  a  radio  program  sponsor  has  gone  a  step 
further,  has  introduced  a  new  and  deeper  kind  of  public 
good,  a  service  that  ties  in  with  all  U.  S.  efforts  toward 
national  defense. 

Some  advertisers  are  giving  their  time  for  army  camp 
programs,  for  promoting  Bundles  for  Britain;  others  have 
turned  over  their  entire  broadcast  periods  to  appeals  for 
U.  S.  O,  funds  and  Defense  Savings  Bonds.  Many  national 
advertisers  are  taking  the  lead  in  this  new  kind  of  radio 
good  will  advertising.  Some  of  the  more  progressive  local 
business  men  are  following  suit. 

As  you  read  this,  you  may  decide  you  would  like  to  do 
your  part,  but  just  don't  know  how  or  where  to  start; 
here's  a  suggestion: 

Right  now,  there  are  many  important  and  worthwhile 
government  sponsored  drives  in  progress.  (The  civilian  de- 
fense drive  for  old  aluminum,  the  U.  S.  O.,  Defense  Savings 
Bonds  appeals,  etc.)  Each  organization  handling  these  cam- 
paigns has  prepared  a  series  of  spot  announcements  designed 
especially  for  local  radio  programs. 

(Continued  on  page  262) 


UGUST,     194  1  233 


This  latter  department,  I  understand,  is 
the  only  self-help  ladies'  wearing  apparel 
store  in  the  entire  West. 

The  store  did  over  a  million  dollars 
worth  of  business  last  year  and  will  prob- 
ably go  somewhere  between  a  million  and 
a  quarter  and  a  million  and  a  half  this 
year. 

We  leave  our  radio  programs  entirely  to 
Ed  Craney  of  KGIR. 

Every  trick  in  the  book  is  used.  We 
sponsor  our  own  orchestra.  We  use  15- 
minute  programs,  spot  announcements,  30- 
minute  shows,  and  station  breaks.  We  offer 
prizes  and  put  on  quiz  programs. 

Opening  KGIR  program  in  the  morn- 
ing is  our  Musical  Clock.  In  this  show,  we 
have  reduced  the  popular  quiz  to  its  sim- 
plest form — a  What  Time  Is  Itf  contest. 
We're  not  out  to  educate  nor  ascertain  I. 
Q's. — all  we  want  to  do  is  sell,  and  we've 
found  that  the  best  way  is  to  keep  the  pro- 
gram at  a  level  in  which  every  housewife 
without  exception  can  participate.  All  that 
listeners  have  to  do  is  write  in  the  correct 
time  when  without  warning,  a  gong  is  rung 
sometime  during  the  program.  The  prizes 
are  always  merchandise  that  is  featured  by 


some  national  advertiser  on  KGIR.  For 
instance,  we  give  Lucky  Strike,  Chester- 
field, Avalon,  Camels  and  Phillip  Morris 
Cigarettes,  Kraft  Cheese,  You  and  I  Sugar, 
Occident  or  Rex  Flour. 

We  leave  it  up  to  the  station  to  decide 
what  the  prizes  shall  be.  In  case  of  ties, 
we  give  duplicate  prizes.  At  one  time,  it 
was  necessary  to  tell  listeners  what  the  gong 
was  all  about,  but  now  we  never  have  to 
say  a  word.  All  we  do  now  is  say  (at  the 
end  of  the  musical  number  or  announce- 
ment in  which  the  gong  was  rung)  "Did 
you  hear  the  gong  that  was  rung?  Put 
down  the  exact  time  on  a  post  card  to  en- 
ter the  Pay'n  Save  What  Time  Is  It  Con- 
test/' 

Pay'n  Save  also  sponsors  the  last  com- 
mercial program  on  KGIR  in  the  evening. 
In  addition,  we  have  a  talent  show  that  is 
broadcast  every  Sunday  from  the  station 
studio,  and  once  or  twice  a  week  this  same 
show  is  broadcast  from  the  store.  In  addi- 
tion to  this,  we  sponsor  a  flock  of  an- 
nouncements. Incidentally,  we  use  just  as 
many  announcements  to  tell  the  folks  that 
this  or  that  item  is  completely  sold  out  and 
they'll  have  to  wait  until  the  new  stock 
arrives,  as  we  do  to  advertise  the  stock 
when  it  first  comes  in. 

Although  KGIR  of  Butte  handles  most 


This  is  the  largest  self  help 
drug  store  and  super  market  in 
the  Pacific  Northwest.  It  was 
built  by  Frank  Reardon  with 
the  aid  of  radio  advertising  in 
Butte,  Montana,  a  town  of  only 
39,000  population.  Last  year 
Reardon's  PAY'N  SAVE  SU- 
PER MARKET  handled  a  mil- 
lion dollars  in  sales. 


Wmmm,mn-:t^r,msM:r^urK..,r^,  ..r"? 


236 


RADIO     S  HOWM  ANSH  I  P 


of  our  advertising,  sales  are  also  broadcast 
over  the  entire  Z  Net,  which  includes 
Bozeman  and  Helena  as  well  as  the  Mining 
City.  This  is  done  principally  to  attract 
rural  trade. 

During  the  winter  and  rainy  seasons, 
hundreds  of  Montana  farmers  and  ranch- 
ers are  trapped  in  the  country.  Listening  to 
radio  is  their  principal  pastime.  They  are 
attracted  by  the  Pay'n  Save  specials,  and 
although  they  are  unable  to  profit  by  them 
at  the  time,  they  start  for  Butte  and  the 
Pay'n  Save  when  the  weather  brightens. 

Sales  from  this  type  of  customer  often 
add  up  to  from  $50  to  $700  at  a  time. 

Radio  advertising,  I  have  found,  brings 
speedier  results  than  newspaper  advertis- 
ing. It  results  in  volume  sales  at  a  low  cost. 
In  the  summer,  for  example,  we  can  re- 
ceive a  30,000  lb.  truck  load  of  perishable 
peaches  or  cherries  at  2  o'clock  in  the 
afternoon  and  have  them  all  sold  out  by  5 
o'clock.  If  we  depended  on  the  newspaper, 
our  ad  would  not  appear  until  the  next 
morning.  The  public,  at  the  same  time, 
benefits  by  fresher  fruit. 

Radio  specials  have  produced  phenomenal 
turnovers  for  us.  During  the  Christmas 
season,  we  sold  a  carload  of  toys.  We  han- 
dle more  Sweet's  candy  than  any  other  re- 
tailer in  the  world.  We  sold  an  entire  car 
of  eggs  and  two  cars  of  sugar  in  less  than 
a  week  recently.  We  sell  more  than  a  ton 
of  Kraft  cheese  and  sandwich  spread  every 
week.  In  fact,  we  order  Kraft  products  in 
10,000  lb.  lots. 

Our  advertising  alone  does  not  do  this. 
We  have  learned  to  feature  all  national 
merchandise  that  is  advertised  on  the  Z 
Net.  It  sells  far  easier  than  any  other  mer- 
chandise we  can  buy.  With  Kraft  cheese 
we  are  merely  "cashing  in"  on  the  Kraft 
Music  Hall  show  now  carried  by  KGIR. 

Pay'n  Save  recently  conducted  a  week- 
ly quiz  program  on  the  surplus  commodities 
food  stamp  plan.  Weekly  stamp  sales  tow- 
ered from  $200  to  $1,300  almost  immedi- 
ately. 

Pay'n  Save  stocks  only  standard  goods 
in  order  to  capitalize  on  double  advertising. 
It  is  poor  merchandising,  I  feel,  to  push 
goods  that  people  are  not  familiar  with 
when  one  can  sell  merchandise  that  people 
have  heard  over  the  radio.  We  have  found 
that  radio  advertised  products  move  more 


A  horse,  buggy,  and  25  dollars 
worth  of  groceries  were  the  stock  in 
trade  of  Frank  Reardon  at  the  age  of 
18.  Left  on  his  own  when  but  10  years 
old,  young  Reardon  realized,  with  the 
same  clear-headedness  that  guides  his 
decisions  today  "that  if  I  wanted  to 
eat  I  had  to  get  a  job  somewhere."  By 
the  age  of  18,  he  had  saved  the  mag- 
nificent sum  of  85  dollars  with  which 
to  buy  the  aforementioned  articles.  Out 
he  went  on  a  peddling  route.  In  90 
days,  he  had  cleared  over  $3,000.  This 
a?nount  was  invested  in  the  first  store 
of  the  Eclipse  chain,  which  he  man- 
aged for  17  years.  In  1935,  he  sold  out 
his  interest  in  the  ECLIPSE  chain  and 
opened  the  Pay'n  Save  Super  Mar- 
ket. Last  year,  Pay'n  Save  grossed 
over  a  million  dollars! 

Apple  of  Grocer  Reardon  s  eye  is 
his  dancing  daughter,  aged  10,  who 
has  scooped  up  prizes  in  piano  and 
dance  contests.  To  the  Montana  moun- 
tain streams  sportsman  Reardon  goes 
for  his  favorite  trout. 


rapidly  than  non-radio  advertised  goods. 

Throughout  our  store,  you  w^ill  see  one 
display  after  another  tying  up  the  product 
with  the  national  network  program  pro- 
moting it.  We  have  displays  of  Rinso,  with 
a  sign  attached,  "KGIR,  Big  Town,  with 
Edward  G.  Robinson,  Tuesdays,  8 :00 
P.M.";  ''Ma  Perkins,  for  Oxvdol,  Mon- 
day thru  Friday,  1:15  P.M.";  "KGIR, 
Vic  and  Sade,  Crisco,  Monday  thru  Friday, 
1:45  P.M.";  "Jack  Benny  for  Jello, 
KGIR,  Sundays;  Maxwell  House  Coffee, 
Good  News  of  1941 ;  Dr.  I.  Q.  for  Mars 
Candy,  etc.,  etc. 

When  I  first  started  in  business  I  drew 
a  mental  picture  of  the  man  I  wanted  to 
fill  a  sales  position  in  my  organization.  I 
wanted  a  man  who  would  be  equal  to  any 
task  I  set  out  for  him  to  do ;  I  wanted  a 
man  who  could  talk  to  a  customer  and 
gain  a  friend ;  a  man  who  did  the  right 
thing  at  the  right  time;  who  could  get 
results  in  a  hurry. 

I  never  found  that  man.  I  found,  in- 
stead, a  perfect  substitute:  Radio! 


AUGUST,      1  941 


237 


^ 


he  First  Hundred  Yea 


Dn  Its  ID 5th  Anniversary  the 
Radio  with  Hemarkahle  Succes 


After  105  years  of  serv- 
ice, Pollard's  Depart- 
ment Store  in  Lowell, 
Mass.,  decided  to  use 
radio  advertising.  That 
sounds  like  a  summarizing 
sentence  to  end  a  story; 
actually,  it  is  the  begin- 
ning of  one. 

For  over  a  century. 
Pollard  of  Low^ell  has  faithfully  served 
the  department  store  needs  of  thousands 
of  Merrimack  Valley  families.  Managed 
through  these  years  by  descendants  of  the 
founding  Pollard  family,  the  store  survived 
wars,  floods,  and  depressions  with  an  ever 
growing  group  of  customers  .  .  .  customers 
whose  parents,  grandparents,  and  even  great 
grandparents  found  satisfaction  and  relia- 
bility in  their  purchases. 

As  December,  1940,  approached,  we  felt 
that  we  should  do  something  different  for 
our    105th    Anniversary    Celebration    Sale, 


Forty  -  eight-  year -old  advert  ising 
manager  J.  Paul  Doherty  has  been  as- 
sociated with  the  A.  G.  Pollard  de- 
partnient  store  for  37  years.  He  join- 
ed the  firm  as  a  stock  boy  in  1907  upon 
his  graduation  from  Moody  school  in 
Lowell.  In  the  interim,  he  worked  in 
practically  every  department  of  the 
store,  a  background  which  has  served 
hi?n  well  in  his  present  position. 

Mr.  Doherty  is  an  active  member  of 
Post  87,  American  Legion,  spent  18 
months  in  the  army  during  World 
War  I,  is  ?iiarried,  has  three  children, 
Nancy,  Jan  Paula  and  J.  Paul,  Jr. 


scheduled  for  March  of 
1941 ;  something  more 
than  our  customary  news- 
paper advertising,  window 
displays,  store  banners, 
and  similar  types  of  de- 
partment store  promotion. 
We  had  often  considered 
radio,  but  not  seriously; 
to  us  it  was  an  unproved 
medium  for  our  type  of  business.  However, 
at  this  time  a  series  of  coincidental  events 
made  us  reconsider  the  medium  and  per- 
suaded us  to  try  a  program — A  Pollard's 
Anniversary  Program. 

In  December,  1940,  Station  WLAW  of 
Lawrence,  Mass.,  celebrated  its  third  an- 
niversary of  broadcasting.  Since  1937,  how- 
ever, WLAW  had  been  operating  on  a  lim- 
ited local  sunset  license  with  1,000  watts 
power.  This  third  anniversary  for  the  sta- 
tion marked  the  beginning  of  vastly  im- 
proved service  to  its  listeners.  The  Fed- 
eral Communications  Commission  granted 
WLAW  a  construction  permit  for  in- 
creased power  and  time;  so,  on  their  third 
anniversary  WLAW  inaugurated  their 
new  service  as  a  5,000  watt,  full-time  af- 
filiate of  the  Columbia  Broadcasting  Sys- 
tem. The  programs  for  this  anniversary 
date  featured  many  leading  New  England 
men  and  women  as  well  as  outstanding  en- 
tertainers. This,  we  felt,  was  the  time  for 
us  to  try  radio. 

Pollard's  presented  a  half-hour  pro- 
gram over  WLAW  on  that  anniversary 
day.  We  felt  it  was  just  a  good  will 
builder,  institutional  advertising,  an  out-of- 
the-ordinary  something  to  mark  Pollard's 
105th  Anniversary.  We  found  out  in  that 
one  program  that  radio  could  produce  real 
results  for  our  business. 


238 


RADIO      S  HOWM  ANSH  IP 


re  the  Hardest  .  .  . 

rd  Department  Store  Turned  to 
jl  Doherty,  Advertising  Manager 


I  could  tell  you  of  the  hundreds  of  peo- 
ple who  mentioned  the  program  when  they 
came  to  the  store.  I  could  tell  you  of  stocks 
mentioned  on  the  broadcast  that  moved  like 
proverbial  hotcakes.  Instead,  let  me  tell 
you  that  we've  a  year's  contract  for  pro- 
grams ;  we've  built  a  regulation  studio  right 
in  our  store  and  now^  regularly  broadcast 
our  shows  direct  from  Pollard's. 

For  our  programs,  we  evolved  a  show 
that  honors  and  salutes  local  organizations. 
The  show  features  one  of  the  honored  or- 
ganization's officers  as  a  speaker.  Guest 
artists  are  used  as  often  as  possible  and  are 
selected  from  talent  among  the  members  of 
these  civic  and  social  groups.  Pollard's 
interests  are  taken  care  of  by  "Polly  Pal- 
mer— Pollard's  Personal  Shopper"  who  in- 
terviews department  heads  and  store  buy- 
ers, asking  them  for  information  on  the 
best  "buys"  in  their  departments  for  the 
coming  week.  The  formula  for  the  show  is 
simple  and  very  flexible. 

Through  this  radio  program,  we  have 
reached  suburban  patrons  and  prospective 
customers  who  are  out  of  the  range  of  our 
other  advertising  media.  One  woman  shop- 
per from  Haverhill,  Mass.,  said  that  she 
was  just  leaving  her  home  to  go  shopping 
in  Boston  when  she  heard  Polly  Palmer 
talking  about  children's  clothes  bargains. 
She  stayed  to  listen  and  then  came  to 
Pollard's  in  Lowell  to  buy,  instead  of 
going  to  Boston.  She  was  pleased  with 
what  she  saw  in  the  store  and  now  has  be- 
come a  regular  customer ;  what  is  more  im- 
portant, she  has  become  a  regular  booster 
for  our  store.  We  would  never  have  made 
contact  with  this  valuable  customer  except 
for  our  radio  program  over  WLAW,  and 
we  feel  that  she  is  only  one  of  many  new 


customers  that  the  broadcasts  have  brought 
to  us. 

Any  retail  store  executive  will  agree 
with  me  when  I  say  that  you  ordinarily 
recognize  your  regular  customers.  Walking 
around  the  various  floors  of  the  store  you 
see  these  people  going  from  one  department 
to  another.  They  know  where  they're  going. 
You  recognize  them  by  appearance  even 
though  you  may  not  know  their  names. 

Since  the  start  of  our  broadcasts,  I,  and 


From  this  model  studio  right  in  the  department 
store  emanate  all  POLLARD  programs.  In  pic- 
ture below,  store  buyers  are  being  interviewed 
in  person,  given  opportunity  to  plug  their  de- 
partment's "best  buy."  Ad  manager  Doherty, 
sporting  black  bowtie,  is  almost  visible  in  the 
back    of    the    studio. 


AUGUST,      1941 


239 


1 


other  executives  of  the  store,  have  remarked 
at  the  number  of  new  customers  w^ho  come 
into  our  store ;  people  who  have  to  ask  their 
way  around ;  people  who  must  be  directed 
to  the  various  departments;  people  who  are 
strangers  in  our  cit}'  and  store,  but  who 
have  heard  of  both  through  our  radio  pro- 
grams. 

Testing  our  program  by  placing  special 
prices  on  special  articles  not  advertised  in 
any  other  medium,  we  have  found  radio 
has  done  a  tremendous  selling  job  for  Pol- 
lard's. In  the  case  of  one  nationally  adver- 
tised line  of  women's  beauty  aids,  this  year's 
annual  sale  showed  a  200%  increase  over 
any  previous  annual  sale  for  this  product. 
The  only  change  in  our  customary  plan  of 
promotion  was  the  use  of  radio.  Our  furni- 
ture department  has  a  success  story  to  tell 
for  our  program,  too,  a  story  of  beds  and 
mattresses  that  were  moved  by  radio  broad- 
casts alone. 

There  are  many  other  examples  of  sales 
directly  attributable  to  radio  that  I  could 
mention,  but  these  will  suffice  for  purposes 
of  illustration. 

We  have  discovered  another  advantage 
in  radio.  As  I  mentioned  earlier  in  this  arti- 
cle, Polly  Palmer,  our  personal  shopper,  in- 
terviews various  department  heads  on  the 
air.  The  increased  spirit  and  enthusiasm  of 
the  personnel  and  the  rivalry  between  de- 
partments to  talk  and  feature  the  products 
mentioned  in  the  radio  program  resulted  in 
improved  employee  morale  and  sharply  in- 
creased sales. 

We,  at  Pollard's  entered  radio  think- 
ing of  it  chiefly  as  a  medium  for  building 
more  institutional  good  will  and  to  do  some- 
thing a  little  different  for  our  105th  Anni- 
versary. We've  found,  by  experience,  that 
radio  can  be  used  to  produce  direct  sales 
and  that  it  can,  and  does,  pay.  We  certain- 
ly had  a  "whale"  of  a  105th  Anniversary, 
and  feel  quite  sure  radio  vv^ill  play  an  even 
greater  role  in  our  future  advertising  plans. 


Graphic  indeed  is  the  story  told  in  these  two 
photographs.  Pic  No.  1  is  an  ancient  and  blurred 
print  of  the  first  LOVELACE  market,  taken 
some  nine  years  ago.  Pic  No.  2  is  the  fine, 
modern  LOVELACE  market  of  today,  built  by 
enterprise,  ingenuity  and  smart  radio  merchan- 
dising. 


ive  The; 


By  W.  R.  Lovelace  of  the  Lovelace 
Grocery  &  Market,  Fort  Worth,  Texas 


This  is  probably  describable  as  a  Cin- 
derella business  story,  for  it  involves  a  poor 
individual,  a  couple  of  villains,  a  P'airy 
Godmother  and  a  Prince  Charming.  I  was 
the  poor  individual,  the  villains  were  the 
forces  of  the  Great  Depression  that  began 
in  1929,  the  Fairy  Godmother  was  Radio 
Broadcasting  as  personified  by  Station 
KFJZ,  and  Prince  Charming — he's  the 
grocery-buying  Fort  Worth  public. 

The  Depression  broke  me  into  small 
pieces.  To  make  an  attempt  to  get  back  on 
my  feet  I  borrowed  $900  in  April,  1932, 
with  which  to  set  myself  up  in  the  grocery 
business.  In  an  effort  to  make  the  most  of 
my  small  enterprise,  I  adopted  radio  adver- 
tising, using  a  small  program  once  a  week. 
It  didn't  cost  much,  and  it  seemed  to  bring 
good  results  because  my  business  throve 
nicely  and  kept  increasing.  I  was  sure  that 
radio  had  a  great  deal  to  do  with  the 
growth  of  my  business  because  I  used  little 
other  advertising,  and  my  customers  fre- 
quently commented  on  my  radio  program. 

But  that's  all  history,  and  the  details  of 
that  early  program  and  my  business  efforts 


W,e*  LOVELACE 


Z9C 


240 


RADIO     SHOWM  ANSH  IP 


Reason  for  Coining  In 


From  59DD  to  a  Volume  of  a  Half  a  Million  Dollars  in  Nine  Years 
Is  Quite  a  Climb  in  the  Grocery  Business,  or  Any  Other  Business 


make  routine  reading.  The  important  and 
significant  fact  is  that  I  started  in  business 
in  1932  with  $900  of  borrowed  money,  and 
today,  in  1941,  I  am  doing  half-a-million 
dollars  worth  of  business.  That's  w^hat  I 
did  in  1940,  and  I'm  sure  that  it  will  be 
still  better  this  year.  It's  all  cash,  too. 

Lately  my  radio  programs  have  become 
more  frequent,  and  more  effective.  In  1939, 
I  was  on  the  air  six  days  a  week,  from 
7:00  to  7:15  A.M.,  using  a  HiH-billy 
band.  The  first  six  months  of  1940  I 
switched  to  a  program  idea  with  a  stronger 
merchandising  slant. 

It  was  called  the  "Gifty  Basket  Pro- 
gram" and  it  operated  as  follows:  Names 
were  picked  at  random  from  the  city  direc- 
tory, and  the  lucky  person  whose  name  was 
drawn  was  sent  a  certificate  good  for  $5 
worth  of  groceries.  The  winner  did  not 
have  to  take  out  his  $5  all  at  once;  he 
could  buy  a  dollar's  worth  today,  two  dol- 
lar's worth  later,  and  so  on,  according  to 
his  needs. 

One  "basket"  was  given  away  daily.  A 


UCE  GROCERY 'MARKET 


total  of  450  were  awarded  to  lucky  winners. 

In  1941,  the  program  was  changed  to 
the  "Four  Bell  Special";  the  show  consists 
of  transcribed  music,  an  announcer  (Mar- 
shall Pope)  w^ho  ad-libs  his  stuff  very  clev- 
erly, and  a  daily  announcement  of  four 
"super  specials" — special  bargains — 
changed  daily. 

My  other  advertising  consists  of  a  two- 
column  ad  in  a  local  newspaper  every 
Thursday — one  newspaper  ad  per  week. 
My  total  advertising  cost  runs  about  one- 
and-a-half  percent.  The  "Four-bell  Spe- 
cials" are  advertised  exclusively  on  the  air. 

My  business  has  been  constantly  increas- 
ing without  a  corresponding  increase  in  ad- 
vertising costs.  So  far  there  has  been  a 
21%    increase    in    1941    over    1940.    And 


■*■«■■»■  ,«■{■■„  ,„ 


■H 


241 


radio  has  been  the  biggest  factor  in  building 
the  business.  That  certainly  puts  radio  in 
the  Fairy  Godmother  class,  in  my  opinion. 

One  great  advantage  in  radio,  I  find,  is 
the  fact  that  I  can  change  my  "specials"  at 
the  last  minute;  I  can  decide  what  specials 
to  run  as  late  as  the  morning  of  the  same 
day,  and  base  my  selection  on  a  survey  of 
the  stock  on  hand.  You  can  get  to  the  peo- 
ple quicker  w^ith  radio  than  any  other  form 
of  advertising. 

Of  course,  radio  alone  is  not  responsible 
for  my  success.  Advertising  alone  cannot 
build  a  business;  the  business  must  have  a 
foundation — a  special  reason  for  its  exist- 
ence ;  you  must  give  the  public  a  reason  for 
patronizing  you.  When  you  have  establish- 
ed this,  or  are  trying  to  establish  it,  radio 
is  an  excellent  means  of  letting  the  public 
know  of  your  existence,  and  getting  them 
to  come  in  to  look  you  over. 

I  have  tried  to  give  the  people  of  Fort 
Worth  a  good  reason  for  coming  in ;  for 
giving  my  store  preference.  To  this  end  I 
have  used  great  care  in  the  selection  of  my 
employees.  I  started  with  four  of  them  in 
1932,  and  now  I  have  sixty.  They  are 
hand-picked  for  intelligence  and  personal- 
ity, courtesy  and  good-nature.  I  do  my  best 
to  make  things  pleasant  for  them,  so  they 
will  not  have  to  force  themselves  to  smile 
and  be  good-natured.  People  like  to  go  to  a 
store  that  has  pleasing,  attractive,  attentive 
employees. 

I  have  also  endeavored  to  give  the  peo- 
ple the  utmost  possible  for  their  money.  I 
now  have  my  own  bakery,  and  am  able  to 
sell  good  bread  for  4c  a  loaf.  Every  time  I 
give  somebody  a  good  bargain  the  store 
makes  a  friend  and  steady  customer.  I  am 
able  to  do  this  and  still  make  a  satisfactory 
margin  of  profit.  It  is  a  sound  foundation 
for  business ;  it  gives  the  people  another  rea- 
son for  coming  to  my  store. 

Spotless  cleanliness  is  another  factor  in 
bringing  business,  and  still  another  is  the 
constant  introduction  of  new  novelties.  A 
doughnut  machine  is  one  of  these;  people 
like  to  watch  doughnuts  being  made,  and 
they  like  to  buy  them  warm  and  fresh. 

It's  simply  a  matter  of  knowing  what 
the  people  want,  and  giving  it  to  them. 
And  what  they  want  above  all — perhaps 
even  more  than  low  prices — is  friendliness. 


William  R.  Lovelace  started  in  the 
grocery  business  in  1920.  Eleven  years 
later  on  December  11th  he  went 
broke. 

The  story  of  his  comeback,  if  ever 
written,  would  be  a  fine  example  of 
American  courage,  faith  and  ingenuity. 
For  in  April  of  1932,  less  than  four 
months  after  his  affairs  went  boom. 
Bill  Lovelace  started  all  over  again  on 
900  dollars  borrowed  capital.  In  1940, 
the  Lovelace  Grocery  &  Market 
did  a  hefty  half  ?nillion  dollars  worth 
of  business.  That  sizeable  gross  will 
probably  be  topped  this  year. 

Bill  Lovelace's  hobby  is  his  busi- 
ness. He  employs  60  people.  Married 
some  26  years,  he  has  two  children,  a 
boy  and  a  girl.  The  girl  is  12  years 
old.  The  boy,  Adis,  24,  is  his  assistant. 


Those  clerks  of  mine  know  everybody ;  they 
call  people  by  name  and  joke  with  them  and 
listen  to  them;  they're  not  just  clerks, 
they're  friends.  When  my  radio  program 
brings  people  into  the  store,  it's  the  clerks 
who  have  the  real  responsibility  of  turning 
those  people  into  friendly  customers.  My 
store  is  a  kind  of  a  big  family  proposition, 
and  everybody  who  comes  in  is  made  to  feel 
at  home.  I'm  there  to  meet  them,  too,  and 
so  is  my  son,  Adis. 

This  system  of  doing  business,  combined 
with  excellent,  constant  radio  advertising, 
is  responsible  for  my  success  story.  It's  re- 
sponsible for  the  constant  increase  in  busi- 
ness. Let  me  mention  a  bit  more  about  that 
increase:  I  did  $30,000  worth  of  business 
in  January,  1940,  and  $41,000  in  January, 
1941.  Things  have  been  going  at  that  rate 
for  some  time,  as  would  be  naturally  essen- 
tial to  building  up  a  half-million  dollar 
business  from  virtually  nothing  in  a  short 
space  of  nine  years.  A  cash  business,  too! 
Not  even  any  deliveries. 

Radio  advertising  has  done  a  wonderful 
job  for  me,  and  if  anyone  asks  me  if  I  am 
really  "sold"  on  radio,  my  only  answer  is, 
"You're  darn  right  I  am!" 

There  you  have  my  story.  The  difference 
between  my  story  and  Cinderella's  is  that 
mine  is  real. 


242 


RADIO     SHOWM  ANSH  I  P 


ugar  Coating  Commercials 


Words  that  Sell  and  Cast  a  Spell  Put  the  "Sing"  in  Advertising 
By  S.  John  Schile,  Advertising  Manager  of  S  S.  L  Company  Stores 


Just  suppose  someone  came  to  your  door, 
knocked,  and  after  being  admitted  started  a 
barrage  of  conversation  something  like  this: 
"Do  you  want  to  buy  a  six  months'  sub- 
scription to  the  'Searchlight'  ...  it  costs 
only  five  cents  .  .  .  we  guarantee  you'll  like 
it  and  etc."  Personally,  I  think  at  this  point 
you  would  be  ready  to  toss  the  over- 
zealous  salesman  out  on  his  "sample  case" 
and  with  good  reason. 

Yet,  many  of  us  w^ill  "barge"  into  a 
living  room  via  radio  and  use  the  same 
high-pressure  approach  to  our  prospective 
customers.  Is  it  any  wonder  "hot  spots" 
sometimes  grow  cold?  Is  it  any  wonder 
Mrs.  Jones  doesn't  come  posthaste  to  our 
store  to  buy  the  ninety-eight  cent  corset 
lacers  we'd  advertised  over  the  air  at  sixty- 
three  cents? 

You  should  know  Mrs.  Jones.  Her  day 
begins  and  ends  with  "soap  operas"  and 
"you  tell  me  your  dream  and  I'll  tell  you 
mine"  programs.  She  has  become  accustom- 
ed to  drama,  but  more  than  that  she  has 
become  accustomed  to  sugar  coatings.  In 
selling  your  product  to  her,  you  should 
maintain  a  soft,  easy  tempo.  Oh,  I  know 
you  have  only  a  limited  number  of  w^ords, 
and  words  cost  money;  but  if  the  words 
don't  reach  the  ears  of  your  listeners,  then 
sink  in,  they  cost  you  a  great  deal  more. 

Every  item  in  your  "line"  can  be  roman- 
ticized. It  can  be  described  in  such  alluring 
terms  that  the  listener  is  led  to  believe  the 
announcement  is  almost  a  part  of  a  drama. 


With  words,  you  must  first  set  the  stage 
before  the  "principals"  are  brought  into 
play.  Your  "characters"  must  have  a  set- 
ting, in  which  they  can  come  to  life. 

In  demonstrative  or  display  selling,  it  is 
easy  to  show  the  functions  or  adaptabilities 
of  a  certain  item,  since  we  are  at  liberty 
to  use  color,  animation,  third  dimension  and 
other  attention-compelling  factors.  In  radio, 
we  must  create  the  same  setting  with  a 
ivord  picture.  We  must  strive  to  create  an 
illusion  that  will  show  the  advertised  item 
in  the  correct  atmosphere  or  proper  sur- 
roundings. With  a  little  creative  thinking, 
this  can  be  accomplished  many  times  with 
a  single  opening  sentence. 

Let  me  illustrate  with  an  example  from 
one  of  the  commercials  written  for  Myn- 
dall  Cain  beauty  oils.  The  object  of  the 
commercials  were  to  show  how  modern 
beauty  oils  had  replaced  "old-fashioned" 
surface  creams  that  came  in  jars:  Here's 
the  way  it  was  handled : 

"Rummaging  through  the  attic  last 
night,  my  w^ife  and  I  had  a  few  hearty 
laughs    over    some    of    our    stowed-away 


memories  ...  an  old  pair  of  high-topped 
shoes  with  pearl  buttons  ...  a  plumed  hat 
for  which  some  poor  ostrich  probably  was 
the  victim  .  .  .  and  an  empty  jar  that  once 
held  face  cream,  etc.,  etc." 

The  point  I  want  to  bring  out  is  this.  In 
the  above  paragraph  the  jar  of  cream  is  im- 
mediately placed  in  an  old-fashioned  atmos- 
phere. So  you  see,  by  writing  a  bit  of  drama 
into  commercial  announcements,  we  im- 
mediately put  the  advertised  item  to  work. 

Famous  quotations  or  opening  lines  of 
popular  verse  will  sometimes  give  you  a 
lead  without  "jarring."  For  example: 
"Mark  Twain  once  said  .  .  .  everybody 
talks  about  the  weather  but  nobody  does 
anything  about  it.  .  .  .  Ladies,  Mark  Twain 
didn't  know  about  Myndall  Cain  cosmetics 
.  .  .  because  the  makers  of  these  famous 
skin  tonics  have  developed  a  cream  powder 
base  especially  suited  to  hot,  sultry  weather 
.  .  .  etc." 

Many  network  shows  today  employ 
subtle  drama  in  presenting  their  sales  mes- 
sage. I  don't  believe,  however,  that  this 
method  should  be  confined  entirely  to  pro- 
grams. Announcements  that  "sing"  may  be 
used  with  equal  effectiveness  as  a  "spot"  or 
"station  break."  Mrs.  Jones  is  interested 
only  in  what  your  commodity  will  do  for 
her,  and  it's  up  to  you  to  give  her  a  clear, 
concise,  complete  word  picture.  Mrs.  Jones 
has  a  "photographic"  mind.  She  will  not 
readily  remember  each  individual  word  of 
your  sales  story,  but  the  next  time  she  goes 
shopping  she  will  remember  the  picture  as 
a  whole,  if  you  "paint"  it  carefully,  vividly 
and  with  conviction. 


J^^  Trim,  young, 

^BR^  baldish    S.    (for 

■fe  Sylvester)    John 

^Bfe^  Schile    (rhymes 

B^W(|j?'  with  really)  has 

Wm^f  y^cirs  in  the  study 

^E^  and    practice    of 

^  retail  advertising 

iCTJl^  and  merchandis- 

ing. As  ad  man- 
ager of  the  S  &  L  Co.  Stores  (Salkin 
^  Linoff,  operators  of  a  chain  of  small 
town  department  stores  throughout  the 
Northwest)  he  has  had  ample  oppor- 
tunity to  test  and  prove,  has  done  just 
that.  From  the  process,  S.  John  has 
emerged  with  a  set  of  worthwhile, 
sales-making  convictions. 

As  a  prelude  to  purchasing  radio 
time  for  a  few  S  &  L  stores,  progres- 
sive Adman  Schile  enrolled  in  night 
classes  at  the  University  of  Minnesota, 
studied  radio  script  and  commercial 
writing. 

Active  in  many  a  civic  club,  S.  John 
Schile  is  past  president  of  the  Minne- 
apolis Display  Guild,  secretary  of  the 
Normandale  Club  in  Edina  (Minne- 
apolis' suburb),  has  two  hobbies: 
'  music  and  dramatics.  An  easy,  witty 
speaker,  he  receives  many  invitations 
to  address  civic  functions,  obliges  more 
often  than  not. 

S.  John  will  observe  his  seventh 
wedding  anniversary  next  September, 
his  31st  birthday  in  Nove'mber,  has 
three  boys,  shoots  golf  in  the  low  80's. 


FIILE  AI^D  MEFEM  to  eoch  copy  of  Rodio  Showmonship 
Mogazine.  Thus,  you  may  profit  by  the  experience  of  others.  The  promotion  plans 
carried  in  its  pages  are  gathered  from  all  over  the  country.  You'll  note  by  the  "Your 
Business  at  a  Glance"  Index  that  this  information  is  classified  by  businesses.  Avail- 
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ing your  issues  in  permanent  chronological  order.  Order  one  today.  Price  per  binder, 
prepaid:  One  dollar.  Address:  Radio  Showmanship  Magazine,  Eleventh  at  Glenwood, 
Minneapolis,  Minn. 


244 


RADIO     SHOWMANSHIP 


Adman  Harfield  Weedin  of  Houston  Pins  His  Seal  of  Approval 
Upon  This  Highly  Informative  Five-Minute  Script  Program 


Did  you  know  that  in  Tokyo,  Japan,  you 
wouldn't  go  to  the  telephone  company  to 
have  a  telephone  installed?  Instead,  you'd 
buy  your  phone  service  from  a  broker! 
What's  more,  you'd  pay  about  $225  for  the 
installation. 

Did  you  know  that  in  1837,  a  young  lady 
attending  the  famous  Mt.  Holyoke  College 
was  expected  to  abide  by  this  rule:  "No 
young  lady  is  expected  to  have  gentlemen 
acquaintances  unless  they  are  returned 
missionaries  or  agents  of  benevolent  socie- 
ties!" 

Did  you  know  that  Cadmus,  the  Phoe- 
nician, invented  the  alphabet?  That's  Some- 
thing to  Think  About! 

Something  to  Think  About  is  a  five- 
minute  script  show  crammed  full  of  inter- 
esting information.  What's  more,  the  title 
affords  a  natural  tie-up  for  commercial 
copy  for  any  business  field.  Al- 
ready using  this  program  are  dry 
cleaners,  florists,  bakers,  refriger- 
ator dealers,  grocers,  clothiers, 
etc. 


The  facts  and  interesting  items 
in  Something  to  Think  About  are 
not  to  be  found  in  the  average 
newspaper  column.  Over  a  year 
of  research  went  into  digging  up  facts, 
checking  them,  weeding  out  dry,  uninter- 
esting material.  The  scripts  are  not  "dated" 
with  material  that  will  be  uninteresting  six 
months  from  now. 

That  the  public  is  anxious  to  learn  things 
these  days  is  evidenced  by  the  success  of 
quiz  programs  Information  Please,  Ask-It 
Basket,  Professor  Quiz,  Dr.  I.  O.,  The 
Quiz  Kids.  Provided  that  information  is 
presented  in  sugar-coated,  easily  digested 
bits! 


AIR  ANALVSM 


Next  to  buying  a  complete  transcribed 
program,  best  bet  for  many  a  local  mer- 
chant in  search  of  a  program  to  sponsor  is  a 
looksee  at  the  great  variety  of  script  pro- 
grams dished  up  by  idea  men  who  put  their 
programs  on  paper  instead  of  records. 

Top  advantage  of  script  shows  (as  con- 
trasted with  transcribed  programs)  is  the 
low  cost.  But  here  again,  as  in  all  things, 
you  get  what  you  pay  for. 

A  transcribed  program  gives  you  a  fin- 
ished program  on  discs;  a  script  show  gives 
you  a  mimeographed  script.  This  script,  if 
it  includes  more  than  one  character,  has  to 
be  acted  out  by  the  talent  of  your  local  sta- 
tion. 

Two  things  to  keep  in  mind  when  buy- 
ing a  script  show:  1)  Simplicity.  2)  Adapt- 
ability. 

The  program  has  to  be  simple  enough  in 
production  so  that  no  matter  how 
it  is  handled  it  will  still  get  its 
message  across ;  the  idea  has  to 
be  adaptable  to  the  product  or 
store  or  service  that  you're  sell- 
ing. Something  to  Think  About 
has  both  of  these  qualities. 


The  Editors  of  Radio  Show- 
manship selected  10  sponsors  of 
the  program  at  random,  wrote  each  a  letter 
requesting  a  reaction  on  the  pulling  power 
of  the  program,  its  popularity,  its  adapt- 
ability. 

Typical  of  the  replies  is  the  report  of 
Adman  Harfield  Weedin  of  Segall  & 
Weedin,  Inc.,  Houston,  Tex.  Wrote  Mr. 
Weedin:  "Having  completed  our  fifth  con- 
secutive week  of  Something  to  Think  About 
broadcasts  over  KTRH,  Houston  (Tex.), 
(Continued  p.  257 ,  ''What  the  Program 
Did  for  Me'') 


AUGUST,      1  94 1 


245 


^ 


ou  Can't  Fool  the  Kids 


By  Allen  Ducovny,  Director  of  Production,  Superman,  Inc..  New 
York  City,  Who  Presents  Facts  and  Figures  to  Prove  His  Point 


A  LISTENING  audience  composed  of  chil- 
dren is  the  most  loyal  group  of  prospective 
purchasers  any  radio  program  sponsor  could 
be  blessed  with.  Such  an  audience  is  both  a 
trust  and  a  responsibility,  and  sponsors 
should  therefore  treat  their  young  listeners 
with  the  respect  and  concern  given  any  val- 
uable investment. 

This  does  not  necessarily  imply  that  a 
sponsor's  responsibility  is  any  less  when  pre- 
senting an  adult  program.  It  does  mean  that 
because  children's  minds  are  more  receptive 
to  ideas  and  commands,  the  sponsor  has  to 
exercise  greater  care  in  the  selection  of  a 
program,  and  greater  care  yet  in  its  presen- 
tation. 

To  illustrate  how  important  a  segment  of 
buying  power  the  sponsor  is  addressing  with 
his  children's  program,  I  have  borrowed  a 
page  from  a  survey  conducted  on  be- 
half of  the  Juvenile  Market  Group  o 
(comic  magazines)  by  the  Ross  Fed- 
eral Research  Corporation  last  May. 
The  Juvenile  Market  Group  includes 
Super?nan  Magazine  and  Action 
Comics,  from  which,  in  turn,  the 
radio  serial,  Superman,  originated. 

The  survey  was  conducted  on  a  na- 
tional basis,  and  the  answers  came 
from  the  1,100,000  readers  of  Super- 
man Magazine  and  Action  Comics, 
readers  who  purchase  these  magazines 
each  month. 

If  these  are  the  results  compiled  on  a  na- 
tional survey,  it  is  reasonable  to  assume  that 
-they  retain  their  worth  when  applied  to 
your  local  or  regional  market. 

To  illustrate,  among  the  questions  asked 
were  these  six: 

"Do  your  parents  usually  buy  you  things 
you  ask  for?" 


77.3%  of  the  boys  and  girls  said  "Yes." 
4%  said  "Sometimes." 

"If  your  child  asks  for  something  within 
reason,  do  you  buy  it?" 

91.5%  of  the  parents  answered  "Yes." 
2.3%  said  "Sometimes." 

"What  kind  of  cereal  do  you  eat?" 

To  this,  the  children  gave  some  25  dif- 
ferent brand  names  as  answers,  with 
Wheaties  leading,  oatmeal  (no  brand 
name)  second,  and  Ralston,  third. 

The  next  question  was:  "Why  this  kind 
of  cereal?" 

74.6%  of  the  boys  and  girls  answered, 
"Because  I  ask  for  it." 

,\\i(i[^  The  next  question,  although  not  ap- 

plicable to  radio  directly,  serves  in  in- 
troducing the  question  that  followed: 

"Do  you  read  the  ads?" 

90%  said  "Yes." 

"Have  you  ever  sent  for  anything 
advertised  ?" 

24%  answered  "Yes." 

And  to  the  parents  went  this  ques- 
tion :    "Have   you    ever   bought    any- 
thing advertised  for  your  child?" 
59%  said  "Yes." 

With  child  influence  on  purchases  so 
great,  you  can  readily  understand  why  it 
does  not  pay  to  trifle  with  the  affections  of 
youngsters.  You  must  be  honest  with  them  ; 
you  can't  use  subterfuge  to  excite  their  inter- 
est, for  they'll  repay  you  with  a  lack  of  in- 
terest that'll  make  your  cash  register  shrink. 


246 


RAD  rO     SHOWMANSH  IP 


! 


ing%pcal  T 


*If  you  would  like  to  see  the 
complete  letters,  or  some  of  the 
many  others  we  had  no  space  to 
quote,  just  drop  us  a  note  today. 
Or  ask  the  managrers  of  any 
station  now  usine  SHOWMAN- 
SHIP. You'll  find  a  partial  list- 
ing on  the  next  page. 


S 


. 


HOWMANSHIP  ma^ 
by  pre-selling  the  busint 
manship  from  the  man) 
Here  are  a  few  quotes  fi 
WFIL,  Philadelphia:  ".  , 
Radio  Showmanship  m; 
helpful."  KDYL,  Sc 

contained  in  your  maga 
good  many  instances,  i 
KOMA,  Oklahoma  City 
have  made  favorable  cor 
zine  to  good  advantage  i 
''Radio  Showmanship  hi 
Radio  Showmanship  is  ' 
consider  Radio  Showm 
KOL,  Seattle:  "One  of  o 
more:  "We  have  had  ve 
more  sold  on  Radio  Sho^ 


ne  Is  Tougher  .  .  . 


OUR  STORY  IN  10  SECONDS:  We  print  a  monthly  magazine  full  of  useable^  tested  radio 
programs  and  promotions  gathered  from  all  over  the  country  and  indexed  by  businesses. 
We  mail  it  to  the  men  and  firms  you  want  to  reach.  We  pay  the  postage.  We  bind  your 
station  insert  into  every  copy  mailed  to  your  town.  We  mail  the  magazine  in  an  attractive 
envelope.  We  address  it.  We  mail  your  station  salesmen  (to  their  home  address)  the 
RS  Sellogram  each  month!  We  give  you  a  beautiful  Gift  Subscription  Card^  imprinted 
with  your  station  call  letters^  that  you  can  mail  to  each  of  the  men  and  firms  who  are  going 
to  receive  Radio  Showmanship  each  month  through  the  courtesy  of  your  station! 

All  this  for  just  15  cents  per  copy,  per  month. 

All  you  do:  Send  us  the  names  and  addresses  of  the  businessmen  and  agencies  in 
your  town  who  should  receive  Radio  Showmanship,  send  us  your  station  insert.  The 
insert    is    bound    into    every    copy    of    Showmanship   mailed  out   by   us   to  your  customers. 


makes  your  local  selling  job  easier.    It  paves  the  way  for  your  salesmen;  helps  them 

I  they  call  on.  We  have  a  file-full  of  proof  of  the  promotional  power  of  Radio  Show- 
9ns  who  subscribe  to  it  on  behalf  of  their  clients,  prospects  and  station  salesmen. 

ose  letters* : 

e  received  numerous  letters  from  agencies  and  advertisers  commenting  favorably  on 
'^i.  The  members  of  our  Sales  and  Program  Department  have  also  found  (it)  most 
\e  City:  ''We  have  already  been  approached  by  two  of  our  clients  and  asked  that  ideas 

•e  developed  for  their  own  use  on  the  air."  WBLK,  Clarksburg,  W,  Va,:  "In  a 

V  Showmanship  has  specifically  been  the  clinching  argument  to  the  close  the  sale." 
I  salesmen  report  that  many  of  our  prospective  clients  as  well  as  current  advertisers 
1  about  the  magazine."  WCHS,  Charleston,  W,  Va,:  "Our  salesmen  use  the  maga- 

ihas  done  a  lot  to  make  a  picked   mailing  list   radio   conscious."  KMO,   Tacoma: 

^ri  of  inestimable  value  to  this  station."  WHK,  Cleveland:  "For  the  cost  involved, 

i|'  the  best  promotions  we  have   ever   undertaken."  WBRC,   Birmingham:    "We 

i  a  good  investment  and  are  more  than  pleased  with  results  we  have  obtained." 
ijesmen  has  turned  two  of  your   merchandising    ideas    into    sales."  WFBR,    Balti- 

1e  comments  from  our  prospects  and  our  salesmen."  WIND,  Chicago:   "We  are 


THESE  ARE  SOME  OF  THE  STATIONS  NOW  USING 

Radio  Showmmship  Magazim 

e  mail  Kadio  stiowmaifstiip  to  t neir  cnentfj 

prospects  and  station  salesmen  each  mont] 


WXYZ 


WSPD 


KOA 


WFBR 


KMO 


KROW 


Detroit,   Mich. 


Toledo,   Ohio 


Denver,    Colo. 


Baltimore,  Md. 


Tacoma,  Wash. 


Oakland,  Calif. 


WBLK 

Clarksburg,    W.    Va. 

WCHS 

Charleston,    W.    Va. 

WPAR 

Parkersburg,   W.  Va. 

WSAZ 

Huntington,   W.   Va. 

KFJZ 

Fort   Worth,  Texas 


WEBC 


WLAP 


D ninth,  Minn. 


Lexington,  Ky 


WTCN 

Minneapolis,  Minn. 

KDLR 

Devils  Lake,  N.  D. 


|H      Rad 


WIND 


Chicago,   III. 


WHN 


KOL 


New  York.  N.   Y. 


Seattle,    Wash. 


KDYL 

Salt  Lake   City,   Utah 

KFJM 

Grand  Forks,  N.  D. 


KLPM 


Minot,  N.  D. 


KRMC 

Jamestown,  N.   D. 

WOOD 

Grand  Rapids,  Mich. 


WAGA 


Atlanta,  Ga. 


WWVA 

Wheeling,   W.   Va. 


WLOK 


WHIZ 


Lima,   Ohio 


Zanesville,    Ohio 

WMMN 

Fairmont,   W.   Va. 

WBRC 

Birmingham,   Ala. 


WING 


Dayton,   Ohio 


KOMA 

Oklahoma  City,  Okla. 

WGR-WKBW 

Buffalo,  N.  Y. 

WHK-WCLE 

Cleveland,   Ohio 


WFIL 


Philadelphia,   Pa. 


KGIR 


Butte,  Mont. 


KHBG 


Okmulgee,    Okla. 


KTSW 


Emporia,  Kan. 


WORC 

Worchester,  Mass. 


WGRC 


Louisville,  Ky. 


KVFD 

Fort  Dodge,  Iowa 


WCOP 


KPDN 


Boston,  Mass. 


Pampa,  Texas 


WTPR 


Greenville,  Miss. 


WSIX 


Nashville,    Tenn. 


WKST 


New   Castle,   Pa. 


WBNS 

Columbus,   Ohio 

WOL 

Washington,   D.    C. 

WKRC 

Cincinnati,    Ohio 

WFBM 

Indianapolis,   Ind. 


KIT 


Yakima,  Wash. 


WELI 

New    Haven,    Conn. 

WNLC 

New    London,    Conn. 


WNBC 


Hartford,    Conn. 


KVAK 


Atchison,  Kan. 


WFCI 


Pawtucket,  R.  I. 


WFBL 

Syracuse,  N .   Y. 

WHOP 

Hopkinsville,   Ky. 


KDTH 


Dubuque,  Iowa 


KGDE 

Fergus  Falls,  Minn. 


WIBM 


Jackson,  Mich. 


Radio  Showmanship  Magazine  Is  Exclusive  with  One 
ion  ni  ^^Ot¥^^]|rE^J^^A|i]^^aleM||fi]^0|ijg^E2ti*^  Lift 


Meu/  Uie.  C*tcloAed  Po4ica^  ^odcuf, 


These  points  are  worth  remembering  and 
applying : 

1)  Dont  over-sell  a  premium. 

Don't  tell  your  audience  that  for  10  cents 
and  a  box  top  you  will  send  them  a  gold 
badge  and  then  send  out  instead  one  made 
of  gold  paper. 

2)  Dont  ask  them  to  ask  their  parents 
for  too  much  too  often. 

If  you  over-use  the  statement:  ''Ask  your 

mother  to  buy milk  today!"  you'll  get 

mother  upset  sooner  or  later,  not  that  the 
child  won't  ask;  he  will.  By  subtle  selling 
you  can  make  him  want  your  cereal  or  milk 
or  bread  without  actually  using  that  form 
of  request. 

3)  Give  the  kids  a  chance  to  catch  their 
breath  between  premiums. 

The  length  of  time  that  should  be  al- 
lowed to  pass  in  between  premium  offers 
varies  of  course  with  the  program,  product 
and  market ;  but  announcing  them  too  rapid- 
ly is  one  sure  way  of  wearing  out  your  wel- 
come, or  at  the  very  least,  not  getting  a 
maximum  return  on  each  offer. 

4)  Dont  allow  your  commercials  to  be 
Presented  in  a  condescending  manner. 

Child  psychologists  agree  that  children 
respond  best  when  treated  as  equals.  Too 
often  an  announcer  or  the  wording  of  a 
commercial  will  stoop  to  an  adult-baby  talk 
level  that  even  leaves  the  kids  yawning. 

5)  Dont  forget  the  parents. 

To  quote  the  JMG  survey  again  (for  al- 
though it  concerns  magazine  readership,  it 
carries  with  it  a  strong  moral  for  radio 
sponsors  also)  :  86.1%  of  the  parents  enjoy 
reading  these  magazines  themselves. 

25.5%  approve  of  their  children  reading 
these  magazines. 

In  radio,  more  than  in  any  other  medium, 
the  parent  is  watchful  of  the  fare.  Keeping 
the  parents  in  mind  can  help  assure  your 
program  of  success,  if  you  have  the  right 
program.  That,  of  course,  is  a  different 
chapter  in  itself. 

The  children's  program  is  one  type  of 
radio  on  which  U.  S.  local  merchants  com- 
bined are  spending  more  money  and  using 
more  extensively  than  network  advertisers. 

AUGUST,      194  1 


Modest,  me- 
dium-sized, and 
married  is  Allen 
Harold  Du- 
covny,  alert  pro- 
duction director 
of  the  amazing 
Superman  radio 
serial.  A  perfect 
lookalike  for  cin- 
efua-hero  George 
Raft,  Mr.  D. 

sports  spectacles,  is  often  bothered  by 
autograph  seekers  in  hicktown  New 
York,  who  mistake  him  for  the  slick- 
haired  Raft. 

Hailing  from  JVilkes-Barre,  Pa., 
wherg  he  unleashed  his  first  lusty  yell 
some  31  years  ago,  Ducovny  drifted 
into  selling  at  an  early  age,  peddled 
everything  from  autos  to  zippers,  found 
ti?7ie  in  between  to  polish  off  an  educa- 
tion at  Temple  University,  where  he 
jjiajored  in  merchandising  (Class  of 
'33). 

College  done,  he  drifted  into  news- 
paper work,  soon  headed  for  the  Big 
City,  where  after  three  months  of  try- 
ing to  avoid  it,  he  became  a  press  agent. 
For  five  years  he  haunted  columnists 
for  plugs  on  behalf  of  his  clients;  at 
the  same  ti?ne  studying  radio  direction 
and  production  at  NYU  and  spending 
all  spare  ti?ne  at  radio  rehearsals. 

Today,  Mr.  Ducovny  is  knee-deep 
in  Superman  promotion  and  produc- 
tion, yet  finds  time  for  books  and  talk 
and  playing  around  with  automobiles; 
time  for  tennis,  swimming,  hunting; 
occasional  time  for  his  lovely,  brunette 
bride,  Roslyn,  who  keeps  dinner  wait- 
ing many  a  night.  (Further  proof  of 
D.'s  modesty:  The  white  space  in  the 
upper  right  hand  corner;  he  sent  no 
photograph.) 


Because  of  the  widespread  use  of  this  type 
of  selling  and  the  watchful  eye  of  PTA  and 
other  parent  groups,  it  is  doubly  necessary 
to  use  care  and  forethought  before  entering 
the  field. 

A  children's  audience  is  a  valuable  one 
and  should  be  treated  as  any  valuable  piece 
of  property  with  care  and  thought. 


247 


1 


Among  the  10  most  listened-to  daytime 
serial  programs  on  the  radio  networks  is  a 
warm-hearted,  serio-comic  life  drama  called 
The  Goldbergs.  In  The  Motion  Picture 
Daily  poll  of  1940,  the  life  and  times  of 
the  Goldbergs  placed  third  in  popularity  of 
all  network  daytime  serials. 

Transcribed  counterpart  of  The  Gold- 
bergs, available  for  local  time  buyers,  is  the 
engaging  serial,  Mama  Bloom's  Brood. 
Radio  Showmanship  examined  the  rec- 
ords of  some  of  the  advertisers  who  spon- 
sored the  program.  From  these,  we  selected 
three  cases,  typical  of  the  response  that  came 
from  all  parts  of  the  country. 

Interesting,  beyond  the  specific  examples 
of  selling-power,  is  the  proof  that  a  locally 
sponsored,  transcribed,  continuous-plot  radio 
program  can  achieve  a  popularity  and  do  a 
selling  job  comparable  (in  its  own  local 
way)  to  the  networks'  highly-publicized, 
highly-merchandised  efforts. 

So,  once  again  here  is  a  three-part  answer 
to  the  merchant  who  says:  "Procter  & 
Gamble  can  do  it,  but  I  can't." 

The  example  set  by  big-time  network 
serial  sponsors  such  as  P  &  G,  Lever  Bros., 
General  Mills,  Pillsbury  Flour  is  a  good 
example.  The  formula  of  its  success  can 
be  followed  to  the  very  letter  by  any  local 


Can  a  Transcribed  Dramiic 
Here's  the  Answer  from  le 


merchant  who  sets  his  mind  and 
his  appropriation  to  it.  Listen  to 
the  facts: 


Phoenix,  Ariz.: 

When  DeVaney's  Conformal  Shoe 
Store  (featuring  comfort  footgear)  were 
groping  for  a  satisfactory  advertising  medi- 
um, newspapers  got  their  first  appropria- 
tions. Despite  average  returns.  Manager  J. 
H.  McClurkin  felt  it  necessary  for  their 
business  life  to  strengthen  their  position  and 
increase  sales  much  more  rapidly. 

After  auditioning  a  number  of  shows  at 
KTAR,  they  chose  Mama  Bloom's  Brood 
and  contracted  for  15  minutes  night  time 
once  a  week.  Promotion  went  forward  im- 
mediately. Conformal  News,  the  small 
pamphlet  published  by  the  advertiser  boost- 
ing their  shoes,  now  had  the  additional 
function  of  boosting  Mama  Bloom's  Brood. 
In  its  paid  newspaper  advertisements,  sta- 
tion KTAR  carried  the  name  of  sponsor, 
title  of  show,  and  broadcast  time.  Plugs 
also  ran  in  their  publicity  sheets  mailed 
throughout  Arizona.  On  the  day  of  the 
broadcast,  the  station  cooperated  with  sev- 
eral free  air  announcements. 

Then  sponsor  DeVaney's  Conformal 
Shoe  Store  watched  for  results.  Soon  cus- 
tomers and  passersby  dropped  in  to  discuss 
the  program.  Localities  came  to  regard  the 
company  as  Mama  Bloom's  store.  Manager 
McClurkin  began  to  realize  that  the  pro- 
gram was  reaching  people  no  other  medium 
had  been  successful  with,  for  sales  began  an 
ever  swelling  trickle  from  all  parts  of 
Arizona. 


248 


RADIO     SHOWMANSH  IP 


M 


Story  Do  a  Job  for  Your  Store? 
Point  of  View  of  Three  Sponsors 


During  its  first  year,  Mama  Bloom's 
Brood  was  directly  responsible  for  65  %  of 
the  store's  business!  Sponsor's  means  of  ar- 
riving at  this  figure  was  to  question  cus- 
tomers. After  exhausting  the  complete  sup- 
ply of  Mama  Bloom's  Brood  records,  De- 
Van  ey's  viewed  with  satisfaction  its  sales 
record,  the  acceptance  and  rapid  growth  of 
its  company,  viewed  with  alarm  the  end  of 
the  Mama  Bloom's  Brood  series. 

Roanoke,  Va.: 

The  Neuhoff  Packing  Co.  is  a  con- 
servative organization.  Progressive  enough 
to  envisage  the  selling  potentialities  of  radio, 
they  utilize  sound  forms  of  promotion,  side- 
step the  spectacular.  After 
deciding  to  sponsor  Mama 
Bloom's  Brood,  the  Neu- 
hoff Packing  Co.  pur- 
chased space  in  the  local 
newspaper,  announced  the 
beginning  of  their  new 
radio  show. 

Station  WDBJ  plug- 
ged the  show  with  spot 
announcements  the  week 
prior  to  its  debut.  The  local  newspaper's 
Sunday  radio  page  also  trumpeted  the  news, 
with  a  brief  synopsis  of  the  plot.  Further 
promotion  by  WDBJ  included  a  window 
display  in  the  studio  building  exhibiting  the 
products  to  be  advertised  and  appropriate 
literature  on  the  program  itself.  The  station 
also  bought  newspaper  space  for  program 
promotion. 


Although  the  Neuhoff  Packing  Co. 
shuns  spectacular  promotion  devices,  they 
welcomed  the  sensational  sales  results! 

They  began  immediately  offering  free 
packages  of  bacon  and  sausage  in  a  simple 
participating  contest  that  sent  listeners  scur- 
rying to  the  neighborhood  stores  that  han- 
dled Neuhoff  Products.  In  order  to  get 
their  free  package  of  bacon  or  sausage, 
people  had  to  go  to  the  store  to  pick  it  up 
in  person. 

Veteran  radio  advertisers,  the  Neuhoff 
Packing  Co.  regarded  Mama  Bloom's 
Brood  as  their  best  air  investment ! 

El  Paso,  Texas: 

In  November  of  1939,  the  First  Fed- 
eral Savings  &  Loan  Association  of 
El  Paso  introduced  Mama  Bloom's  Brood 
on  station  KTSM.  At  the  expiration  of  the 
39-week  period,  sponsor  paid  mute  tribute 
to  the  effectiveness  of  the  program  by  re- 
newing for  another  39-week  period.  Results 
figures:  Of  all  new  accounts  received  since 
the  Mama  Bloom's  Brood  broadcast  began, 
45%  were  traceable  to  the  show! 

Sponsor's  commercial  messages  never  lost 
sight  of  the  program  contest  and  spirit. 
Typical  commercial  opening:  "Tonight,  the 
Bloom's,  who  have  never  before  been  west 
of  New  Jersey,  find  themselves  away  out  in 
Arizona,  with  Indians  and  everything!  If 
they  get  lost,  remember  that  the  Indians 
would  probably  get  lost  in  New  York. 
Everyone  knows  his  own  part  of  the  coun- 
try best  .  .  .  and  that 
brings  us  to  the  very  im- 
portant fact  that  the  First 
Federal  Savings  &  Loan 
Association  know^s  home 
building  in  El  Paso!"  and 
then  into  the  message. 

COMMENT;  The  most 
interesting  fact  to  remem- 
ber about  Ma?na  Bloom's 
Brood  is  that  three  sponsors  in  three  highly 
dissimilar  fields  of  business  had  almost  equal 
success  with  the  program.  The  reason :  Each 
advertiser  wisely  adapted  a  good  show  idea 
to  his  own  particular  product.  They  didn't 
allow  the  program  alone  to  bear  the  burden 
of  attracting  customers;  they  followed 
through.  In  radio,  as  in  golf,  follow  through 
is  all  important. 


k 


AUGUST,      1  941 


249 


AIRING 
THE  NEW 


All  the  available  data  on  new  radio  programs.  No 
result    figures,    as    yet,    but    worth    reading    about! 


Cemeteries 

BOWERY  MISSION  Each  Sunday  after- 
noon, to  the  microphone  in  New  York's 
famous  Bowery  Mission  flock  homeless 
men  to  tell  director  Dr.  Charles  St.  John, 
shepherd  of  the  program,  their  life  stories, 
ask  for  jobs,  participate  in  group  singing, 
hear  an  inspirational  talk  by  Dr.  St.  John. 

December,  1939,  sponsor  Restland 
Memorial  Park,  a  cemetery  located  near 
Hanover,  N.  J.,  started  to  sponsor  WHN's 
Bowery  Mission.  The  following  November, 
after  a  two-month  summer  pause,  they  again 
signed,  in  conjunction  with  Graceland 
Memorial  Park,  for  another  39  weeks  of 
Bowery  Mission. 

A  WHN  feature  since  October,  1935, 
Bozvery  Mission  was  sponsored  for  two 
years  by  Adams  Hats,  then  by  Gottfried 
Baking  Co.  (Golden  Crust  Bread)  for 
19  months. 

Men  who  come  to  the  Mission  are  un- 
der strict  guidance  and  subject  to  regula- 
tions regarding  habits  and  cleanliness.  Com- 
pensation: a  bed,  food,  clothing,  registra- 
tion with  the  employment  service  which  dis- 
penses some  6,000  jobs  a  year. 

air  FAX:    First  Broadcast:   October,    1935. 

Broadcast   Schedule:   Sunday,    3:00-4:00   P.M. 

Preceded  By:   United   Press   News. 

Followed  By:   Art  Green's  Music. 

Sponsor:    Restland    8C   Graceland    Management   Corp. 

Station:   WHN,   New   York,   N.   Y. 

Power:   5,000  watts. 

Population:    7,346,272    (1940). 

Agency:    Jasper,   Lynch   &  Fishel. 

COMMENT:  Memorial  parks  in  cities 
large  enough  to  have  missions  have  a  nat- 
ural in  this  kind  of  program.  Compassion 


and  curiosity  will  assure  a  strong  listen- 
ing audience. 

Department  Stores 

CAMPUS  SCOUT  CRADDOCK  During 
the  grid  season,  WWSW  sports  commen- 
tator. Jack  Craddock  goes  pigskin  prowling 
on  the  campuses  of  the  four  local  colleges, 
snoops  at  practice  sessions,  hob  nobs  with 
the  boys  in  the  locker  rooms  before  and 
after  the  games.  Then,  on  sponsor  GiM- 
bel's  Department  Store's  program,  in- 
stituted to  boost  sales  in  the  men's  depart- 
ment, Craddock  feeds  interesting  items 
about  the  boys'  condition,  training  progress, 
activities  associated  with  the  four  teams — 
Pitt,  Carnegie  Tech,  Duquesne,  and  the 
Pittsburgh  Professional  football  team. 

Week  days,  the  program  is  broadcast  at 
6 :45  from  the  WWSW  studios ;  each  team 
has  its  own  day,  when  one  of  its  own  stars 
is  interviewed.  The  Friday  program,  broad- 
cast at  noon,  originates  in  Gimbel's  Men's 
Clothing  Department  attracts  men  to 
the  department.  Average  attendance :  75  to 
150.  At  this  show,  popular  scout  Craddock 
predicts  scores  for  the  weekend  games,  in- 
terviews coaches  and  players  from  the  three 
school  teams  and  the  professional  team. 

air  FAX:   First  Broadcast:  Middle  of  September   (con- 
tinued for   10  weeks). 

Broadcast  Schedule:  Tuesday  thru  Friday,  M.  T.  Th, 
6:45    P.M.;    Friday,    12:15-12:30  P.M. 
Sponsor:    Gimbel's    Department    Store,    on    behalf    of 
men's  clothing  department. 
Station:  WWSW,  Pittsburgh,  Pa, 
Power:   250  watts. 
Population:    665,384    (1940). 


COMMENT:  Watch 
the  growing  trend  (of 
multi-department  con- 
cerns) to  plug  single 
departments  with  a  sin- 
gle radio  program  idea. 


Shoes 

THE  CAMPUS  RE- 
PORTERS Problem 
furrowing  the  brows  of 
most  college  town  merchants  today  is:  How 
to  pierce  the  indifference  of  a  group  com- 
pletely absorbed  in  activities  within  the 
campus  walls.  Psychologically  smart  Fresno 
(Calif.)  shoe  sponsor  Neil  White  &  Co. 


250 


RADIO     SHOWMANSH  IP 


found  a  simple  formula.  He  burrowed  from 
within  with  a  program  guest-starring  cam- 
pus personalities,  boosting  campus  activities. 
Within  a  few  weeks  The  Campus  Re- 
porters became  a  vital  organ  of  Fresno 
State  College  publicity.  A  typical  program 
features  an  interview  with  an  outstanding 
boy  and  girl,  trivial  gossip  about  football 
hero  Red  Jones'  comic  catastrophe,  plea  for 
cooperation  w^ith  the  w^omen's  honorary 
society,  sponsors  of  a  sale  of  Jingle  bells. 

AIR  FAX:   First  Broadcast:   September   19,    1940. 
Broadcast  Schedule:  Thursday,  5:15-5:30  P.M. 
Preceded  By:    Bruce  Gregory    (NBC). 
Sponsor:  Neil  White  8C  Co. 
Station:   KMJ,  Fresno,   Calif. 
Power:    1,000   watts. 
Population:    66,513. 

SAMPLE   SCRIPT  AVAILABLE. 

COMMENT:  No  more  avid  listening  group 
can  be  found  than  a  college  population — 
when  the  subject  matter  is  their  own  activi- 
ties! 

Dentistry 

LOST  AND  FOUND  Drs.  Naff  and  Van 
Valzah,  credit  dentists,  Olympia,  Wash., 
have  incorporated  in  a  five-minute,  KGY 
radio  program,  the  two  factors  essential  to 
building  clientele :  good  will  and  public 
familiarity  with  their  telephone  number. 

Method:  Program  consists  of  an  opening 
and  closing  commercial  of  some  125  words. 
Between  times,  announcer  broadcasts  infor- 
mation on  lost  and  found  articles,  finds 
homes  for  pets,  etc.  Listeners  are  asked  to 
telephone  their  requests  to  sponsor's  office 
(requests  are  then  relayed  to  station  KGY). 
On  each  broadcast,  people  are  advised  that 
the  use  of  the  Lost  and  Found  service  is 
free,  that  the  doctors  are  glad  to  be  of 
assistance  to  people  who  can  use  the  service. 

AIR  FAX:    First  Broadcast:   July,    1940. 

Broadcast   Schedule:    Daily,    7:15-7:20    P.M. 
Sponsor:    Drs.   Naff   and   Van   Valzah,   credit  dentists. 
Station:   KGY,  Olympia,  Wash. 
Power:   250  watts. 
Population:    14,500. 

COMMENT:  It's  the  little  things  that 
count!  The  simple,  effective  stunt  of  han- 
dling lost  and  found  requests  through  their 
own  telephone  number  is  the  factor  that 
contributes  most  to  the  success  of  this  pro- 
gram idea.  It  means  extra  work,  but  it 
means  extra  customers,  too! 


SHOWMANSHIP 
IN  ACTION 


Those   extra   promotions    and   merchandising   stunts 
that  lift  a  program  out  of  the  ordinary. 


Optometry 

LEARNING  TO  SEE  Eye-opener  program 
that  batters  at  people's  natural  tendency  to 
neglect  eye  examinations  is  KROW's  Learn- 
ing to  See.  Before  trying  radio  February 
last,  sponsor  had  used  no  advertising  medi- 
um, so  any  increased  business  may  be  laid 
directly  at  radio's  door.  Average  mail  re- 
sponse per  broadcast  is  35  letters,  many  of 
them  asking  for  the  free  booklet.  Learning 
to  See,  offered  at  the  conclusion  of  each 
program.  In  addition  to  the  new  patients 
attracted  by  the  broadcasts,  many  customers 
have  been  reminded  to  return  for  re-exam- 
ination. Sponsor  has  renewed  contract  on 
the  program  twice. 

Under  the  cool,  able  handling  of  narra- 
tor Philip  Van  Slyck,  "true  stories  in  the 
science  of  vision,"  or  casebook  histories  from 
the  files  of  the  optometrists,  are  dramatized. 

In  addition,  program  is  further  merchan- 
dised by  Dr.  A.  R.  Reinke  in  personal  ap- 
pearances before  civic  and  service  clubs  in 
northern  California.  At  end  of  lecture,  Dr. 
Reinke  usually  plugs  program. 

AIR  FAX:   First  Broadcast:   February  2,   1941. 

Broadcast   Schedule:    Saturday,    11:15-11:30   A.M. 
Sponsor:    Dr.   A.   R.    Reinke,   Oakland,   Calif.;    Dr.   A. 
Sutton  Nichols,  Oakland  and  Stockton,  Calif.,  optom- 
etrists. 

Station:    KROW,    Oakland,    Calif. 
Power:    1,000    watts. 
Population:    284,063. 

COMMENT:  Drama  is  obviously  not  the 
primary  consideration  in  a  program  of  this 
nature,  a  skillfully  written  script  provides 
the  opportunity  to  sell  the  need  of  optom- 
etric  examination  in  layman's  terms.  Learn- 
ing to  See  is  effective  salesmanship,  because 
its  natural,  absorbing  dialogue  sugar-coats 
the  commerical  message. 


AUG  UST,      194  1 


251 


Dairy  Products 

STORK  EXPRESS  When  Stork  Express 
was  born  on  Owensboro  (Ky.)  station 
WOMI  last  September,  Homogenized 
Milk  was  just  being  introduced  by  spon- 
sor Owensboro  Ice  Cream  &  Dairy 
Products  Co.  They  made  good  traveling 
companions.  Today  many  babies  in  the  area 
are  using  Homogenized  Milk  daily,  many 
adults  have  substituted  it  for  the  usual  kind 
of  milk. 

Scripter,  program  conductor,  ambassador 
of  good  will  is  "Joanna,"  chief  character 
of  the  show.  Her  beat  is  the  local  hospital, 
the  homes  of  new  mothers,  where  she  gleans 
the  vital  statistics,  gets  the  parents'  permis- 
sion to  describe  the  tot,  leaves  a  baby  book 
bearing  sponsor's  name.  Record:  Out  of 
more  than  300  visits  to  hospital  rooms  and 
homes  since  program's  beginning,  "Joanna" 
has  found  only  one  home  in  which  she  was 
not  expected. 

"Joanna"  tells  about  the  color  of  the 
baby's  eyes,  how  much  he  weighs,  who  he 
resembles,  how  happy  the  proud  parents 
and  grandparents  were  to  tell  about  him. 
Each  program  usually  features  the  story 
of  three  babies,  interspersed  with  tran- 
scribed musical  numbers  dedicated  to  the  in- 
fants under  discussion. 


After  three  months  of  WOMI  airing,  sponsor  OWENS- 
BORO ICE  cream  &  DAIRY  PRODUCTS  made  a 
party  for  all  their  young  fan^  who  had  at  some  time 
requested  that  songs  be  dedicated  to  them.  Many  of 
the  moppets  are  brothers  and  sisters  of  babies  who  have 
been  officially  brought  to  Owensboro  (Ky.)  via  the 
Stork  Express.  Standing  in  rear  are  (left  to  right): 
W.  W.  Binford.  program's  "Bill";  Mrs.  Elmyra  Mont- 
gomer>,  OWENSBORO  DAIRY  PRODUCTS  official; 
Mrs.   Hugh   O.   Potter,   "Joanna." 


AIR   FAX:    First  Broadcast:    September   1,    1940. 
Broadcast   Schedule:    T-Th-S,    11:15-11:30   A.M. 
Preceded   By:    T-Th,    Jack   Berch   and   His   Gulfspray 
Gang;    S,   Milady's   Melody. 

Followed  By:   T-Th,  Milady's  Melody;  S,  Tex  Justus 
and   His   Texas   Cowboys. 

Sponsor:    Owensboro   Ice   Cream    8C    Dairy   Products. 
Station:   WOMI,   Owensboro,  Ky. 
Power:    250   watts. 
Population:   22,861. 

COMMENT:  Every  sponsor  must  study 
the  audience  he  wants  to  reach.  Dairy  con- 
cerns throughout  the  country  favor  child 
audiences.  Within  this  classification  even 
finer  distinctions  can  be  made:  Dairy  con- 
cerns intent  on  promoting  ice  cream,  choco- 
late milk,  regular  milk,  etc.,  aim  at  grade 
school  children,  usually  with  kid  quiz,  kid 
talent  shows.  Sponsor  Owensboro  Ice 
Cream  &  Dairy  Products,  in  this  case 
intent  on  plugging  Homogenized  Milk, 
with  dairy  and  frozen  products  of  secondary 
interest,  aimed  their  program  with  success 
at  mothers  of  newly-born  infants. 


252 


RADIO     SHOWMANSH  IP 


SPECIAL  PROMOTION 

Short  radio   promotions   that   run  but  a  day,   a   week,   or  a 
month  yet  leave  an  impression   that  lasts   the  year  around. 


Finance 

JUMPING    FROG    JUBILEE     The    Bank 

OF  America  pops  up  all  over  the  Califor- 
nia scene,  with  a  web  of  495  branches. 
Seeking  to  dispel  any  idea  that  the  institu- 
tion is  a  great  financial  giant  with  no  local 
interests,  the  Bank  of  America  is  buy- 
ing radio  broadcasts  of  special  California 
events  similar  to  Jumping  Frog  Jubilee  on 
an  "if  and  when"  basis  throughout  the  sum- 
mer, seeking  each  time  to  build  local  inter- 
est in  the  various  branch  banks. 

One  of  the  most  colorful  of  the  mining 
country  fiestas,  attracting  people  and  frogs 
from  far  and  wide,  is  the  tradition-steeped 
Jumping  Frog  Jubilee,  held  each  May  at 
Angel's  Camp,  Calif.  Vestige  of  a  haler, 
tougher  time,  the  Jumping  Frog  contests 
were  made  immortal  by  a  prominent  visitor 
to  Angel's  Camp  in  1864 — yarn-spinning 
Mark  Twain.  Long  in  advance,  trainers 
nurture  their  frogs  in  preparation  for  the 
big  event,  coax  them  toward  record-break- 
ing leaps. 

At  program's  outset,  manager  Charles 
Crespi  of  the  Angel's  Camp  branch  of  the 
Bank  of  America  was  introduced  as  the 
radio  host  of  the  evening,  tendered  brief 
words  of  welcome.  The  bank  advertised  the 
program  on  the  radio  pages  of  all  the  news- 
papers and  printed  several  thousand  hand- 
bills which  were  distributed  throughout  the 
area  surrounding  Angel's  Camp. 

Up  from  San  Francisco  came  KSFO's 
special  events  department  head  R.  W. 
Dumm,  with  a  troupe  of  radio  entertainers 
to  stage  an  hour  long  show  on  the  fair 
grounds.  On  the  night  preceding  the  broad- 
cast, more  of  the  show's  entertainment  was 
picked  by  audition  of  local  talent  from 
Angel's  Camp  and  the  Mother  Lode  coun- 
try. 

AIR  FAX:  Half  an  hour  preceding  the  broadcast, 
DUMM  and  KSFO  man  Tro  Harper  engaged  in  a 
dress  rehearsal  for  the  assembled  audience,  presented 
the   talent,    who    entertained.    Dumm   and    Harper   in- 


dulged in  horse  play,  adroit  antics,  stock  jokes,  end- 
ed up  with  slapstick.  But  they  got  what  they  wanted, 
for  by  air  time  their  audience  was  ready  with  loud 
salvos,   vigorous   applause. 

Broadcast  Schedule:    May    17,  8:45-9:15    P.M. 
Sponsor:   Bank  of  America. 
Station:   KSFO,   San   Francisco,   Calif. 
Power:   5,000  watts. 
Population:   629,553    (1940). 

SAMPLE  script  AVAILABLE. 

COMMENT:  In  these  local,  colorful  events, 
sponsor  Bank  of  America  is  also  getting 
exactly  what  they  want — the  solution  to 
their  unusual  problem.  Radio  is  a  flexible 
unit,  which  can  be  bent  to  serve  diverse 
purposes.  Study  your  problem  and  prowl 
around  for  its  radio  solution! 


MICHIGAN  AVENUE 


WHERE 

CHiCAGO 


•  The  pulse  of  the  city— Micliigran  Ave- 
nue. Chicago  ^vorks  and  plays  to  the 
tune  of  its  rhythmic  lium.  In  the  most 
convenient  location  on  this  famous 
thoroughfare.  Hotel  Auditorium  pro- 
vides spacious  pleasant  rooms,  excellent 
service  and  superb  cuisine,  at  reason- 
able rates. 

WITH  BATH  FROM  $950  WITHOUT  BATH  $150 

■■•  FROM     ■• 


AUDITORIUM 


MICHIGAN  AT  CONGRESS     GEO.  H.  MINK,  Manager 


AUGUST,      1  941 


253 


SHOWMANSCOOPS 

RADIO   SHOWMANSHIP   welcomes   unusual   photographs   of  merchandising 
stunts  used  by  businessmen  to  promote  their  radio  programs.  One  dollar  will 
be   paid    for   pictures   accepted.    If   you   wish   photographs   returned,   please   in- 
clude  self-addressed,  stamped   envelope. 


.  .  The  balloon-faced  clown  wags  his 
tongue,  rolls  his  eyes  with  delight  in 
MEYER'S  animated  billboard,  erected  to 
promote  their  15 -minute,  WCLE  (Cleve- 
land, Ohio)  show.  Streamlined  Fairy  Tales, 
featuring   the   famed   Koralites. 

Below  .  .  .  More  than  100  women  accepted 
Elma  Latta  Hackett's  invitation  to  visit  the 
KROW  studios  (Oakland,  Calif.),  see  a 
demonstration  of  the  new  THOR  GLAD- 
IRON,  advertised  on  her  Friendly  Home- 
maker  program.  So  pleased  were  Mrs.  Hack- 
ett  (center,  facing  camera)  and  Helen  Nel- 
son (seated)  of  sponsor's  sales  promotion 
department  that  they  repeated  the  stunt  in 
the  studio,  then  moved  to  several  of  the 
larger  local   stores. 


Below  .  .  .  Rollicking  Toby  Dowdy  and 
his  Barn  Dance  Gang  now  have  the 
musical  chore  of  working  up  St.  Peters- 
burg (Fla.)  folks'  thirst  for  SOUTH- 
ERN BREWING  CO.'s  beer.  To  all 
dealers  in  the  state  are  going  16x20 
lithographs  of  the  Barn  Dance  Gang. 
Post  cards  of  the  troupe  are  also  being 
sent  out  on   request   by   station   WSUN. 


Above  .  .  .  To  Hollywood,  a 
contract  in  her  cap,  went  "Tiny" 
Ellen  Sutton,  for  three  years  the 
featured  warbler  on  Pittsburgh's 
Wilkens  Amateur  Hour,  heard 
on  station  WJAS.  Emcee  Brian 
McDonald  wishes  "Tiny"  good 
luck  with  her  new  boss,  Gene 
Autry.  "Tiny"  will  not  only  sing 
on  Cowboy  Autry 's  network  show; 
she's  to  have  the  role  of  Smiley 
Burnette's  little  sister  in  Autry 
cinemas.  (For  a  complete  review 
of  the  WILKENS  JEWELRY 
CO.'s  outstanding  program,  see 
Selling  Jewelry  the  Year  Round, 
May   issue,   p.    132.) 


Right  .  .  .  KFJM  special  events 
director  Bill  Walker  really  went 
to  the  fair.  During  the  com- 
bined Goodman  Wonder  Show 
and  State  Fair  at  Grand  Forks 
(N.  D.),  Walker  broadcast  10 
remotes  from  the  carnival.  At 
right,  he  is  interviewing  world 
champ  rider  Earl  Ketring.  Walker 
went  on  a  ride  with  him  in  the 
seat  where  the  lion  usually  sits, 
described  his  own  sensations  of 
driving  60  miles  per  hour  on  a 
perpendicular  wall  35  feet  in  di- 
ameter. 


TORY 
DWOY 

V  AND  HIS 


'^^  ^^^. .  _ 


WHAT  THE  PROGRAM  DID  FORMED 


This  is  the  businessman's  own  department.  Radio  advertisers  are  invited  .to  exchange 
results  and  reactions  of  radio  programs  for  their  mutual  benefit.  Address  all  letters  to 
What  the  Program  Did  for  Me,  Radio  Showmanship,  II  ^A  at  Glenwood,  Minneapolis,  Minn. 


Automobiles 

SPORTS  MIRROR  "We  feel  this  program 
has  been  very  popular  and  has  been  very 
good  institutional  advertising.  We  intend 
to  continue  the  program  every  fall  during 
football  season." 

Paul  A.  Skinner 

Sales  Manager 
Lee  J.  Hobbs  Co. 
Wichita,  Kans. 

AIR  FAX:  In  Wichita,  Kans.,  sports  fans  turn  to 
Sports  Mirror  for  scoop  stories,  scores,  slants.  For 
punch,  sponsor  HOBBS  adds  contests,  offers  free 
tickets  to  sports  events.  In  one  contest,  listeners 
were  invited  to  relate  their  greatest  thrill  while  at- 
tending a  sport  event.  In  another,  they  were  asked 
to  guess  the  name  of  a  sports  celebrity  whose  career 
and  personality  was  sketched  briefly  in  a  contest 
called,  What  Is  My  Name?  In  a  third,  sponsor 
called     for    a     statement    of     50     words     or     less     on 

" is    my    favorite    sport   because    " 

For  all  three  contests,  first  prize  was  a  $25  baseball 
ticket;  second  and  third  prizes,  four-dollar  baseball 
tickets;  fourth,  fifth,  sixth,  and  seventh  place  win- 
ners got  two  box  seats  to  the  American  Association 
Ice  Hockey  games.  Prizes  were  awarded  weekly. 
Program  ballyhoo:  Bus  cards. 
First  Broadcast:   March,    1938. 

Broadcast    Schedule:    Monday    thru    Saturday,    6:15- 
6:30  P.M. 

Preceded  By:   Fred  Waring  in  Pleasure  Time   (NBC). 
Followed  By:   European  News   Round   Robin. 
Competition:   Sports  Salute,  Boots  in  Bouquets. 
Sponsor:   Lee  J.   Hobbs  Co.,  Chevrolet  distributor. 
Station:   KANS,  Wichita,  Kans. 
Power:   250  watts. 
Population:    111,110. 

COMMENT:  If  you  sponsor  a  sports  show, 
you'll  be  interested  in  Hobbs'  contest  ideas. 
They  can  add  punch  to  your  program ! 

Beverages 

PEARL  TROUBADOURS  ''The  show  is 
strictly  a  Mexican  program  involving  the 
playing  of  request  numbers.  We  have  been 
using  this  show  about  three  years,  and  its 
drawing  power  is  really  astounding.  It  has 
pulled  as  many  as  450  requests  in  one  day 
and  averages  at  least  1,000  per  week. 

"It  is  difficult  to  determine  what  the 
program  has  actually  done  for  us,  but  its 
pulling   power    proves    its    popularity,    and 


knowing  that  we  enjoy  a  nice  business  from 
the  Latin  American  trade,  we  feel  that  it 
definitely  has  its  place  in  our  advertising 
set-up." 

H.  B.  O'Brien 

Sales  Manager 

San  Antonio  Brewing  Assn. 

San  Antonio,  Texas 

AIR    FAX:    All    continuity,    including    the    commercial, 
is  announced   in  Spanish.   Songs   and  music,   typically 
Mexican,   are   delivered   by   two   boys   and   a   girl,    two 
guitars  and  three  voices. 
First   Broadcast:    October   1,    1938. 
Broadcast   Schedule:    Daily,    7:30-8:00   P.M. 
Sponsor:    San    Antonio    Brewing    Assn.     (Bottlers    of 
Pearl   Beer. ) 

Station:  KM  AC,   San  Antonio,  Texas. 

Power:    250    watts. 

Population:    254,562, 

Agency:   Pitluk  Advertising  Co. 

COMMENT:  A  program  idea  meriting  in- 
vestigation in  many  sections  of  southwestern 
U.  S. 

Men's  Wear 

BUNDLES  FOR  OUR  BOYS  "We  have 
sponsored  this  program  for  more  than  two 
months,  and  have  received  many  letters 
from  the  boys  at  camp  telling  of  their  ap- 
preciation. The  families  of  the  boys  all  lis- 
ten to  hear  if  a  letter  from  someone  they 
know  is  read.  In  all,  there  is  a  very  favor- 
able public  reaction  to  a  program  of  this 
type. 

"After  a  short  time,  some  of  the  local 
manufacturers  donated  products  to  be  in- 
cluded every  week  in  the  bundles.  This 
made  the  bundles  more  welcome,  as  they 
included  cigarettes,  razor  blades,  and  chew- 
ing gum.  (Things  most  welcome  at  camp!) 

"The  program  is  a  great  publicity  build- 
er for  the  store  and  brings  people  in  to 
leave  bundles  and  to  get  lists  of  things  to 
send." 

Samuel  Enson 

Owner 

Enson  s  Clothing,  Furnishings 

New  Haven,  Conn. 


256 


RADIO     SHOWMANSHIP 


AIR  FAX:   First  Broadcast:  April    1,   1941. 

Broadcast  Schedule:  Tuesday,   7:15-7:30  P.M. 
Preceded  By:   Fulton  Lewis,  Jr.    (MBS). 
Followed  By:   Connecticut  Universities'   Forum. 
Competition:   News;   Lanny  Ross    (CBS). 
Sponsor:    Enson's   Men's   Shop. 
Station:   WELI,  New   Haven,   Conn. 
Power:  500  watts. 
Population:    196,192. 

COMMENT:  For  complete  review  of  this 
outstanding  and  timely  program,  see  July 
issue,  p.  215. 


SOMETHING  TO  THINK  ABOUT 

(Continued  from  page  245) 

we  are  now  in  a  position  to  report  accurate- 
ly on  the  results  obtained  for  our  client,  the 
Merchants  and  Employes  Industrial 
Bank. 

''The  commercials  on  these  broadcasts 
have  featured  personal  loans  exclusively, 
and  in  this  comparatively  short  time,  an 
excellent  increase  has  taken  place  in  the 
number  of  loans  made.  A  number  of  their 
old  customers  have  returned  to  take  advan- 
tage of  the  M.  &  E.  Bank's  financial  serv- 
ice, stating  that  they  had  been  reminded 
by  listening  to  So?nething  to  Think  About. 

"Even  more  encouraging  is  the  report 
that  a  number  of  loans  have  been  made  to 
new  clients  whose  business  is  directly  at- 
tributable to  the  program.  Many  people 
openly  state  that  they  were  sold  by  listening 
to  Something  to  Think  About.  In  addition, 
you  may  be  interested  to  learn  that  we  re- 
ceived a  number  of  telephone  calls  request- 
ing information  incorporated  in  the  scripts. 
We  sincerely  feel  that  Something  to  Think 
About  is  doing  a  good  job  for  our  client." 

Harfield  Weedin 

Segall  &  Weedin,  Inc. 
Houston,  Texas 

air   FAX:    Number  of  episodes   available:    260.   Mini- 
mum contract  episodes:   65. 

Commercial  Time:  Program  allows  for  one  minute, 
30  seconds  for  commercial  copy.  Arranged  in  five- 
minute  scripts. 

Availability:  For  sample  scripts,  details,  write  RADIO 
SHOWMANSHIP,  11th  at  Glenwood,  Minneapolis, 
Minn. 

COMMENT:  For  low  cost,  simple  produc- 
tion, syndicated  script  shows  are  hard  to 
beat.  If  you've  never  investigated  this  meth- 
od of  programing,  it'll  pay  you  to  look  into 
it. 


PROOF  0' THE 


PUDDING 


Results  from  radio  programs,  based 
on  sales,  mails,  surveys,  long  runs, 
the  growth  of  the  business   itself. 


Dairy  Products 

FOOTBALL  FORECAST  In  Durham,  N. 
C,  hub  of  football-frantic  colleges,  Dur- 
ham Ice  Cream  Co.,  manufacturers  of 
Blue  Ribbon  Ice  Cream,  have  sponsored 
Football  Forecast  every  fall  since  station 
WDNC  started  operation  in  1934.  Last 
fall  sports  commentator  Woody  Wood- 
house  used  the  Evans  system  of  forecasting 
with  remarkable  accuracy,  maintained  an 
average  of  89.5  per  cent.  Accordingly, 
astounded  grid  fans  rallied  round  this  pro- 
gram without  fail — surveys  showed  as  high 
as  67  %  audience !  Sponsor  had  his  own 
check.  When  recently  he  introduced  a  new 
product,  Re-Vel,  he  got  the  best  results  he 
had  ever  attained  by  advertising! 

AIR  FAX:  Surrounded  by  Duke  University,  Univer- 
sity of  North  Carolina,  North  Carolina  State  College, 
and  Wake  Forest  College,  sponsor's  program  is  a 
natural.  On  Wednesdays,  announcer  Woodhouse  re- 
views the  high  light  games;  on  Fridays,  he  fore- 
casts the  scores  of  the  morrow's  games.  Sponsor 
DURHAM  ICE  CREAM  posts  each  week  through- 
out city  and  surrounding  sections  in  dealer  locations 
special  forecast  sheets,  window  cards.  Crowd  noise 
and  band  music  background  commentator. 
First  Broadcast:    1934. 

Broadcast    Schedule:    W-F,    6:45-7:00    P.M.     (Begins 
September    11,   continues   for    13    weeks.) 
Preceded   By:    Wednesday,    The   Squared    Circle;    Fri- 
day, Jungle  Jim. 

Followed   By:   The  World  Today. 

Sponsor:    Durham    Ice    Cream    Co.,    manufacturers    of 
Blue  Ribbon  Ice  Cream. 
Station:   WDNC,   Durham,  N.   C. 
Power:   250  watts. 
Population:    52,037. 

COMMENT:  Here  is  one  of  the  many  suc- 
cessful cases  where  a  local  sponsor  has  taken 
a  nationally  syndicated  idea  and  applied  it 
to  his  own  home  town.  The  Evans  Forecast 
is  a  national  script  service  sold  exclusively 
to  one  local  sponsor  in  a  town.  (There  are 
several  other  similar  football   forecast  sys- 


AUGUST,      1  94 1 


257 


terns  distributed  in  this  way.)  The  local 
announcer  reads  the  "dope  sheet"  supplied 
him,  and  to  all  intents  and  purposes,  he  is 
the  expert.  It's  a  good  way  to  get  the  most 
out  of  local  radio  during  the  football  sea- 
son, an  excellent  method  of  building  a  re- 
spected personality  for  your  program. 


Building  Materials 

MODERN  HOME  IDEAS  HoME  Insula- 
tion Co.,  Champaign  (111.),  outlet  for 
Johns  Manville  Rock-Wool  Home 
Insulation,  has  sponsored  Modern  Home 
Ideas  for  four  consecutive  years  on  Tus- 
cola station  WDZ.  What's  more,  it 
credits  Modern  Home  Ideas  with  19%  of 
total  sales  volume  for  the  year  1940! 

The  program  is  an  about-face  of  cus- 
tomary selling  procedures:  Here  the  cus- 
tomer  tells  the  sponsor  the  merits  of  the 
product !  Presented  by  electrical  transcrip- 
tion, program  features  the  personal  testi- 
monial of  the  home  owner  who  has  already 
purchased  Johns  Manville  Home  In- 
sulation. The  portable  transcription 
equipment  is  taken  to  the  users'  homes  each 
week,  and  the  broadcast,  to  all  appearances, 
emanates  from  the  scene. 

air    FAX:    First   Broadcast:    1937. 

Broadcast    Schedule:    Sunday,     12:30-12:45    P.M. 

Preceded    By:    Hoosier   Harmony   Pals. 

Followed  By:   Oil   News. 

Sponsor:     Home     Insulation     Co.,     Champaign,     111., 

dealer    outlet    for    Johns    Manville    Rock-Wool    Home 

Insulation. 

Station:    WDZ,   Tuscola,    111. 

Power:    1,000    watts. 

Population:   2,569. 

COMMENT:  Multifold  concerns,  aware  of 
the  selling  potency  of  user-testimonials, 
have  built  newspaper,  magazine,  radio 
campaigns  around  them.  However,  in  the 
radio  field,  these  testimonials  have  hereto- 
fore been  limited  to  the 
program's  outright 
commercial  material. 
Home  Insulation 
Co.  has  built  a  com- 
plete program  around 
interviews  with  satis- 
fied product  users.  It's 
true,  a  program  of  this 
type  limits  its  audience, 
but  on  the  other  hand, 


that   audience   consists   primarily  of  people 
interested  in  home  insulation. 


Drug  Products 

B-C  SPORTS  REVIEW  Decade-old,  year- 
round  B-C  Sports  Review  has  been  feeding 
Birmingham  (Ala.)  fans  the  scoop  news, 
via  International  News  Service  and  local 
sources,  since  1931.  WBRC  emcee  John 
Connolly  religiously  covers  all  branches  of 
sports  interesting  to  his  listeners,  under- 
lining the  sport  of  the  season.  He  also 
brings  to  the  microphone  local  and  nation- 
ally known  celebrities. 

During  the  fall  season,  sponsor  B.  C. 
Remedy  Co.  conducts  a  football  contest, 
gives  away  two  all-expense  paid  trips  to  the 
Sugar  Bowl  game  to  the  person  picking  the 
winning  teams,  the  nearest  correct  scores. 
Contest  usually  pulls  around  1,000  letters, 
and  each  one  includes  a  B-C  envelope! 
(Proof  of  purchase.) 

air    FAX:    First    Broadcast:    1931. 

Broadcast  Schedule:    Daily,   5:45-5:55   P.M. 
Preceded   By:    INS    News. 

Followed  By:   What's   Doing   in   Birmingham. 
Competition:    Men   in   the  News;    Comic  Club. 
Sponsor:   B.   C.   Remedy  Co.,   Durham,  N.   C.    (Head- 
ache  Powders.) 

Station:    WBRC,    Birmingham,   Ala. 
Power:    5,000   watts. 
Population:    259,678. 
Agency:    Harvey   Massengale,    Durham,    N.    C. 

COMMENT:  After  10  years  of  continuous 
broadcasting,  B.  C.  Remedy  Co.  has  made 
B-C  Headache  Powders  a  household 
word  in  Birmingham.  Many  of  its  people 
have  heard  the  name  since  childhood,  accept 
its  place  in  their  cabinets  as  they  do  bread 
and  butter  on  their  tables. 

Furs 

COCKTAIL  HOUR  Seven  years  ago,  Port- 
land's (Ore.)  largest  exclusive  furrier, 
Milton  L.  Gum- 
BERT,  presented  upper- 
crust,  in-the-know 
Gladys  Bowen,  society 
editor  of  The  Ore- 
gonian,  on  station 
^  KGW.  Year  in,  year 
out,  she  continues  to 
get  sponsor's  principal 
yearly  advertising  ap- 
propriation, gives  local 


258 


RADIO     S  HO  WM  ANSH  I  P 


women,  via  a  running  dialogue  with  a 
staff  announcer,  a  glamor-full  account  of 
Portland  society — weddings,  big  parties, 
teas,  etc. 

Shunning  all  merchandising  tie-ins  in  the 
belief  that  they  are  discordant  with  exclu- 
sive fur  selling,  sponsor  Gumbert  seeks 
good  will  by  offering  his  program  at  all 
times  for  use  by  speakers  from  the  Com- 
munity Chest,  Portland  Symphony  Society, 
other  philanthropic  organizations  with  a 
legitimate  appeal  to  the  public  at  large. 


M-W-F,     4:45-5:00 


AIR     FAX:     Broadcast    Schedule: 
P.M. 

Preceded    By:    Stars    of   Today. 
Followed  By:    Dr.   I.   Q.    (NBC). 

Competition:    The    Bartons     (NBC    Dramatic    Serial). 
Sponsor:   Milton   L.   Gumbert. 
Station:    KGW,   Portland,   Ore. 
Power:    5,000   watts. 
Population:    314,785. 

SAMPLE   SCRIPT   AVAILABLE. 


Groceries 

CRESCENT  GUEST  OF  HONOR  CRES- 
CENT Macaroni  &  Cracker  Co.  of 
Davenport,  la.,  is  "radio's  oldest  con- 
sistent advertiser."  Their  claim  to  the  title: 
Since  they  signed  their  first  radio  contract 
on  June  5,  1925,  they  have  never  missed  a 
week  on  the  air!  Consistency  has  carried 
over  to  the  station;  WOC  has  always  car- 
ried their  broadcasts. 

Year  ago  this  month,  sponsor  started 
Crescent  Guest  of  Honor,  now  regards  it 
as  the  most  satisfactory  program  in  their  16 
years  of  radio  broadcasting. 

air  FAX:    Sponsor  bucks   threat  of   audience   boredom 
with    a    barrage    of    "guests":    Music    by    a    guest    or- 
chestra,   songs    by    a    guest    soloist,    commercial    copy 
on    a    guest    cookie,    movie    guests,    interview    with    a 
guest     grocer.     Each     broadcast     a     different     grocery 
store    is    honored.    Sometimes    the    grocer    himself    is 
interviewed;     other     times,     two     CRESCENT     scouts 
tell    the    story.    On    each    broadcast,    six    pairs    of    free 
movie    tickets    are    given    to    customers    seen    in    the 
grocery  honored   that  day. 
First   Broadcast:    August,    1940. 
Broadcast   Schedule:    Monday   thru    Saturday. 
Sponsor:    Crescent    Macaroni    8C    Cracker   Co.,    Daven- 
port,    la.      (Makers     of     cookies,     crackers,     spaghetti, 
etc.) 
"    Station:   WOC,    Davenport,    Iowa. 
Power:   250  watts. 
Population:    148,332. 

COMMENT:  It's  no  surprise  that  16  con- 
secutive years  of  good  will  building,  typified 
in  sponsor's  present  program,  reaps  divi- 
dends ! 


%  All  PaUiii  o/  Onte^e^i 

New  York's  Popular 

HOTEL 

LINCOLN 

44th  TO  45th  STS.  AT  8th  AVE. 

1400  ROOMS 


from 


»3 


Each  with  Bath,  Servidor, 
and  Radio.  Four  fine  res- 
taurants   acclaimed    for 


cuisine. 


MARIA  KRAMER 

PRESIDENT 


John  L.  Morgan 
Gen.  Mgr. 


HOTEL  EDISON 

Same  Ownership 


IN    THE    CENTER    OF 
MID-TOWN  NEW  YORK 


AUGUST,      1  941 


259 


^      JOHNNY 
ON  THE  SPOT 


If  you  use  spot  announcements,  you'll  be  interest* 
ed   in  the  news,   reviews,   and   tips   in   this   column. 


PEACHES!  PEACHES!  PEACHES! 

You've  all  read  the  story  about  how 
radio  came  to  the  aid  of  many  people  in  the 
Ohio  River  Flood.  Here's  another  rescue 
story  .  .  .  only  this  time,  it  isn't  a  flood,  it's 
peaches. 

Manager  J.  Levy  of  the  Rural  Street 
Market  on  the  outskirts  of  Indianapolis 
found  himself  in  dire  trouble  one  Sunday 
morning.  He  had  on  hand  about  two  thou- 
sand bushels  of  peaches,  just  arrived  via 
large  overland  motor  trailers  from  Michi- 
gan. It  was  an  unusually  warm  Sunday 
morning,  and  the  peaches  w^re  ripening  too 
soon.  Levy  wanted  some  help,  and  he  want- 
ed it  right  then. 

WFBM  salesman  Bill  Kiley  had  a  sug- 
gestion. He  told  Levy  to  buy  two  40-word 
spots  that  day  on  WFBM,  following  Gil- 
bert Forbes  News  (local)  at  12:15  P.M. 
and  the  World  Today  (CBS)  at  5:30. 

Mr.  Levy  decided  to  risk  $30.  Kiley 
went  down  to  the  station,  wrote  up  the 
copy  himself,  starting  with  'Teaches! 
Peaches!  Peaches!  etc." 

The  price  per  bushel  was  85  cents,  and 
listeners  were  advised  to  bring  their  own 
containers.  That  afternoon,  Rural  Street 
Market  disposed  of  more  than  1500 
bushels  of  peaches,  and  the  next  day  clean- 
ed out  their  entire  stock. 

Chalk  up  another  score  for  radio.  When 
timeliness  is  an  important  factor  in  selling, 
radio  has  no  peer! 

SHORT  SHORT  STORY 

A  few  minutes  before  three  P.M  Thurs- 
day, March  27th,  Montgomery  Ward  & 
Co.'s  local  store  telephoned  station  KWBG 


(Hutchinson,  Kans.).  They  wanted  to  dis- 
pose of  1,000  baby  chicks.  One  spot  an- 
nouncement on  the  three  o'clock  station 
break  was  used.  At  5:30,  store  closing  time, 
nary  a  chick  was  left. 

FROM  CAR  TO  YOU 

Here's  another  story  where  speed  played 
its  part. 

The  Fluorescent  Fixture  &  Supply 
Co.  started  a  three-a-week  announcement 
schedule  at  6:15  P.M.  on  Cleveland  station 
WCLE,  following  Pinky  Hunter's  base- 
ball review.  Immediately  after  the  first 
announcement,  a  man  walked  into  the  com- 
pany's store  and  placed  an  order.  He  had 
been  driving  by  on  his  way  to  a  competi- 
tor's store  and  heard  the  announcement  on 
his  car  radio. 

THIRD  RETURNS 

The  best  announcement  campaigns  on  a 
large  sample  of  U.  S.  radio  stations  are 
classified  in  this  return.  It  is  a  qualitative 
not  a  quantitative  analysis,  and  only  cam- 
paigns running  at  least  three  consecutive 
months  are  included.  Remember,  too:  only 
locally  sponsored  announcements  were 
tabulated. 


ANNOUNCEMENTS 
Directed  to  Women  Only 


A. 

0 

20  word  announcements 

13% 

B. 

0 

50  word  onnouncements 

26% 

C. 

0 

100-125    word   announcements 

52% 

D. 

0 

150  word  participating  spot 

9% 

Total 

100% 

announcements 

Directed   to   Men   Only 

A. 

0 

20  word  announcements 

8% 

B. 

o 

50  word  onnouncements 

34% 

c. 

0 

100-125    word   announcements 

48% 

D. 

(D 

150  word  participating  spot 

10% 

Total     100% 
(Next  Month:  General  Returns) 


260 


RADIO     SHOWMANSH  IP 


TRENDS 


A  rating  of  program  patterns  based  on  a  special  survey  of 
outstanding,  locally  sponsored  radio  programs  throughout 
the  country.  Let  the  TREND  of  these  ratings,  month  to 
month,  be  your  guide  to  better  buying. 


PROGRAM  RATINGS,  JUNE,  1941 


Type 

Rating 

Last 
Month 

Change 

MUSIC 

32% 

32% 

NEWS 

22% 

22% 

QUIZ 

12% 

12% 

INTERVIEWS 

8% 

8% 

TALKS 

8% 

7% 

+  1% 

SPORTS 

7% 

7% 

DRAMA 

6% 

6% 

COMEDY 

5% 

6% 

-1% 

GROUPS 


Men     Women      Children 


35% 
21% 

12% 
8% 

12% 
3% 
4% 
5% 


32% 
10% 

5% 
10% 
14% 

4% 
16% 

9% 


SIX  MONTHS  REVIEW 

A  comparison  of  the  last  five  months  of 
1940  with  the  first  six  months  of  this  year 
uncovers  many  interesting  facts: 

1)  Less  variation  recorded  in  the  first 
six  months  of  1941.  Program  ratings 
(1940,  last  half)  varied  an  average  of 
plus  or  minus  2%  ;  ratings  (1941,  first 
half)  varied  an  average  of  plus  or  minus 
1.33%. 

2)  Biggest  single  rise  in  the  1940  fig- 
ures was  in  news  programs  (4%  rise); 
biggest  single  rise  in  the  1941  figures 
was  in  quiz  programs  (2%  rise). 

3)  Biggest  single  drop  in  the  1940 
figures  was  in  talks  and  interview  pro- 
grams (3%  drop);  biggest  single  drop 
in  the  1941  figures  was  in  music  pro- 
grams (3%  drop). 


NEWS  SHOWS — 1940 


22% 


AUG.     SEPT.     OCT.     NOV.     DEC.      JAN. 


NEWS  SHOWS — 1941 


22%      21%      22%      21%      22%      22% 


JAN.       FEB.      MAR.      APR.      MAY     JUNE 


A  general  leveling  off  of  the  trend  of  news 
shows  is  indicated  from  these  two  graphs! 
Increasing  world  tension  may  push  the  trend 
up  in  future  months. 


QUIZ  SHOWS — 1941 


11%  11%       12%       12% 

llllll 


JAN.       FEB.      MAR.      APR.      MAY     JUNE 


Quiz  programs  have  shown  a  steady  rise  ever 
since  last  October.  The  popularity  of  locally 
sponsored  kid  quizzes  has  been  partially  re- 
sponsible  for  this  increase. 


AUGUST,      1  941 


261 


ON  PUBLIC  SERVICE 


CONTINUED  FROM  PAGE  233 


All  you  have  to  do  is  ask  your  radio  sta- 
tion for  a  copy  of  any  or  all  of  these  an- 
nouncements. If  the  station  doesn't  have 
them  on  hand,  they  can  be  obtained  by 
writing  to  the  publicity  departments  of  the 
organizations. 

Set  aside  a  little  time  in  the  middle  or  at 
the  end  of  your  program  so  your  announcer 
can  read  the  appeal.  Thirty  seconds  is  all 
that's  needed  in  most  cases.  (Please  don't 
make  the  mistake  of  adding  the  announce- 
ments on  to  an  already  well-filled  program, 
running  your  show  over  and  thus,  merely 
take  up  the  station's  time.  U.  S.  radio  sta- 


tions are  already  doing  their  part.) 

You'll  find  this  new  way  of  using  radio 
different  from  the  methods  of  the  past.  The 
results  are  the  same.  Today,  you  can  sell  a 
lot  of  furniture  with  a  radio  message  an- 
nouncing a  big  discount  sale.  You  can  also 
sell  a  lot  of  furniture  by  using  your  radio 
program  to  sell  for  your  country. 


YOURS  FOR  THE  ASKING 

ADDRESS  RADIO  SHOWMANSHIP  11th  at  Glenwood,   Minneapolis,   Minn. 

Please  enclose  10  cents  in  stamps   to  cover  the  cost  of  mailing  and  handling. 


SAMPLE  SCRIPTS  AVAILABLE 

Automobiles — Mr.     Yes     and     No      (see 

Sept.   issue,  p.   32). 
Auto    Supplies — Jack,     the    Tire    Expert 

(see   May   issue,   p.    135). 
Bakeries — Musical    Arithmetic     (see    Feb. 

issue,  p.    72). 
Beyerages — Pigskin    Prevue    (see   July   is- 
sue,   p.    222). 
Building     Materials — Homers     at     Home 

(see  Feb.  issue,  p.  58). 
Chiropractic — The  Good  Health  Program 

(see  March-April  issue,  pp.  110,  112). 
Dairy  Products — Junior  Town    (see  Dec. 

issue,  p.    136). 
Dairy    Products — Kiddie    Quiz    (see    July 

issue,  p.  214). 
Dairy  Products — Young  American's  Club 

(see  Nov.  issue,  p.    110). 
Department  Stores — Hardytime  (see  Sept. 

issue,  p.   35). 
Department     Stores — The     Pollard     Pro- 
gram   (see  p.  238). 
Department  Stores — Woman's  Hour    (see 

June  issue,  p.    178). 
Drug     Stores — Five     Years     Ago     Today 

(see   Dec.    issue,    p.    146). 
Finance — Jumping    Frog    Jubilee    (see   p. 

253). 
Finance — Saga    of    Savannah     (see    June 

issue,    p.    187). 
Flowers — An    Orchid    to    You    (see   Sept. 

issue,  p.   35) . 
Fuel — Smoke    Rings     (see    Dec.    issue,    p. 

126). 
Furs — Cocktail    Hour    (see   p.   258). 
Gasoline — Home  Town   Editor    (see  Oct. 

issue,  pp.   73,   74). 
Gasoline — PDQ    Quiz    Court     (see    Dec. 

issue,   p.    134). 
Groceries — Food    Stamp    Quiz    (see   Sept. 

issue,  p.   33). 
Groceries — Matrimonial      Market      Basket 

(see  Dec.  issue,  p.   154). 


Groceries — Mystree  Tunes  (see  June 
issue,  p.   162). 

Groceries  (Wholesale) — Hoxie  Fruit  Re- 
porter   (see  Jan.  issue,  p.   34). 

Groceries  (Wholesale) — Market  Melodies 
(see  Oct.  issue,  pp.  73,  74). 

Groceries  (Wholesale) — Women's  News- 
reel  of  the  Air  (see  Oct.  issue,  p. 
63). 

Laundries — Rock-a-bye  Lady  (see  Feb. 
issue,  p.   47). 

Men's  Wear — Hats  Off  (see  June  issue, 
pp.    178,    183). 

Optometry — Good  Morning,  Neighbors 
(see  Jan.  issue,  p.   35). 

Shoes — Campus   Reporters    (see  p.  251). 

Shoes — Mr.  Fixer  (see  June  issue,  p. 
148). 

Sporting  Goods — Alley  Dust  (see  June 
issue,  p.    177). 

Women's  Wear — Melodies  and  Fashions 
(see  Nov.  issue,  p.   112). 

SAMPLE    TRANSCRIPTIONS 

Betty   and    Bob    (see  Oct.   issue,   p.    53). 
The    Enemy   Within    (see   Jan.    issue,    p. 

18). 
The    Face    of    the   War    (see    May    issue, 

p.    125). 
Fun    With    Music     (see    June    issue,    p. 

162). 
Getting    the    Most    Out    of    Life    Today 

(see  July  issue,   p.    196). 
Little    by    Little    House    (see    May    issue, 

p.    128). 
Mama   Bloom's   Brood    (see  p.  248). 
Pinocchio    (see   Sept.    issue,    p.    11). 
Secret    Agent    K-7     (see    Sept.    issue,    p. 

35). 
Sonny   Tabor    (see   May   issue,    p.    140). 
Stella   Unger    (see  Feb.   issue,  p.   56). 
Streamlined     Fairy     Tales      (see     March- 
April   issue,  p.  90). 


262 


RADIO     S  HOWM  A  NSH  I  P 


NEXT  MOXTII 


GROCERMAN  ARTHUR  TWEET,  Grand  Forks,  N  D  ,  used  radio  five  years 
before  he  found  a  program  that  filled  the  bill.  In  the  September  issue,  he  presents  a 
complete  analysis  of  Tell  On  Your  Neighbor. 


AD  MAN  ALVIN  0.  EHHLICH,  Kal  Advertising,  Inc.,  Washington,  D.  C,  de- 
scribes radio's  part  in  the  phenomenal  growth  of  the  Cherner  Motor  Co. — from 
hole  in  the  wall  to  one  of  the  world's  largest  Ford  dealers  in  11  years! 


SALES  MANAGER  BOR  REINHART,  Jules  Chain  Stores  Corp.,  New 

York,  N.  Y.,  sets  forth  suggestions  on  how^  to  pull  the  small  wage  earner  into  your 
clothing  store. 


\  ynrR  ri.ir I:\tu  copy  or 


IIOWMANSIII 


arnclci 


ucscnprioiis  ot    ^o  nulio  programs  iis  used  in 
ncss  lickls.  One  ot   these  program 
vour  business.  "I'he   I'Aiirors  of 
Ri  viKvv  welcome  and  will  proi 
enjoy  and  prolir  from  this  issue. 


IN  THIS  ISSUE  . . .  PROGRAMS  AND  PROMOTIONS  FOR 


Automobiles    *    Bakeries    *    Beverages    *    Candies    *    Bepartment 


Stores  *  Brag  Products  *  Finance  *  Groceries   *  Borne  Furnishings 


Men's  Wear  *  Music  Stares   *   Shoes   *   Tobaccos  -  Women's  Wear 


MORE  THAN    A    MARAZTNE       ,   ,    A    .qFRVir.F.        1 


YOUR  BUSINESS  AT  A  GLANCE 


An  index,  classifying  by  businesses  the  various  articles  and  services  in   Radio  Showmanship. 
It's  the  quick  way  to  find  out  what  others  in  your  business  field  are  accomplishing  through  radio. 


SEPTEMBER 


Business  PAGE 

Automobiles 272 

Bakeries  289 

Beverages  290,  294 

Candies 278 

Department   Stores 295 

Drug    Products  287 

Drug    Stores  289 

Electrical   Appliances 291 

Finance 280 


Business  PAGE 

Groceries  275,  291 

Home  Furnishings  287,  292 

Men's  Wear  282,  288 

Music    Stores  284 

Newspapers 292 

Produce  295,    296 

Shoes  286 

Tobaccos  287 

Women's  Wear  282 


AUGUST 


Business  PAGE 

Automobiles 256 

Beverages 255,  256 

Building   Materials  258 

Cemeteries 250 

Dairy  Products  252,  254,  257 

Dentistry  250 

Department  Stores  238,  250,  261 

Drug  Products  234,  258 

Electrical    Supplies  261 


Business  PAGE 

Finance  237,  249,  253 

Furs  258 

Groceries  234,  240,  259,  261 

Home  Furnishings 231,  254,  261 

Jewelers 255 

Meat  Products  248 

Men's  Wear  249,  257 

Optometry 251 

Shoes  248,  251 


//  you  don't  have  the  August  issue  on   file,  order   nowl 


CONTENTS 

SEPTEMBER  1941 

VOL.  2  NO.  8 


Editorial  Advisory  Board 
Radio 

Herbert  Pettey 

New  York 
Ralph  Atlass 

Chicago 
William  Dolph 

Washington 
Henry  Johnston 

Birmingham 
Glenn  Snyder 

Chicago 
Philip  Lasky 

San  Francisco 
Roger  Clipp 

Philadelphia 
].  Harold  Ryan 

Toledo 
Business 
Lorenzo  Richards 

Ogden,  Utah 
GusTAv  Flexner 

Louisville 
J.  Hudson  Huffard 

Bluefield,  Va. 
Maurice  M.  Chait 

Peoria,  III. 
Frank  J.  Ryan 

Kalamasoo,  Mich. 
Allen  C.  Knowles 

Cleveland 

Editor  and  Publisher:  Don  Paul 
Nathanson  and  S.  H.  Kaufman.  As- 
sociate Editors:  Norman  V.  Carlisle, 
Harold  Kahm,  Paul  Hellman.  Re- 
search Director:  G.  M.  Osman.  Busi- 
ness: N.  Lunde  Circulation:  T.  Kay. 

Published  by  Showmanship  Publi- 
cations, Minneapolis,  Minn.  Subscrip- 
tion rate:  $2.50  a  year,  25c  a  copy. 
Address  editorial  correspondence  to 
Showmanship  Building,  Eleventh  at 
Glenwood,  Minneapolis,  Minn.  Tele- 
phone: Bridgeport  6228. 

Copyright  1941,  by  Showmanship 
Publications,  publishers  of  Radio 
Showmanship. 


Automobile  Sales  Thru  the  Air 272 

Alvin  Q.   Ehrlich 

Unorthodox  but  potent  are  the  ad- 
vertising methods  described  by  the 
Vice-President  of  Kal  Advertising, 
Inc.,  Washington,  D.  C,  and  used 
on  behalf  of  the  Cherner  Motor  Co., 
one  of  the  country's  largest  Ford, 
Mercury,  Lincoln-Zephyr  dealers. 

Meet  Mr.  Tweet 275 

Arthur  Tweet 

The  name's  the  thing,  writes  Grand 
Forks,  N.  D.'s  most  successful  food 
store  operator,  who  has  built  his 
name  into  a  powerful  selling  force. 


No   Sweet   Mystery 

Mrs.   Margaret  G.   Anderson 


278 


Just  as  in  making  candy,  the  right 
mixture  of  the  proper  ingredients 
means  good  radio,  writes  the  adver- 
tising director  of  the  Maud  Muller 
Candv  Co.,  Davton,  O. 


Captains  of  Industry 280 

An  RS   Air  Analysis 

The  lives  of  men  who  have  been 
outstanding  in  the  development  of 
American  business,  industry,  culture 
are  basis  for  a  dramatic,  transcribed, 
quarter-hour,  syndicated  program. 


SEPTEMBER,      1941 


267 


Yes,  We  Have  No  Bananas  282 

Bob   Reinhart 

The  sales  manager  of  the  45  units 
of  the  Jules  Chain  Stores  Corpora- 
tion illustrates  one  of  its  methods  of 
selling  credit  clothing  and  jewelry 
over  the  air. 

Symphony  of  Selling 284 

O.  M.  Smith 

The  managing  owner  of  the  Berk- 
eley Music  House,  Berkeley,  Calif., 
has  discovered  the  cumulative  value 
of  consistency.  His  co-sponsored  pro- 
gram is  now  in  its  tenth  year. 

Showmanship    in   Action 286 

A  collection  of  those  extra  promo- 
tions and  merchandising  ideas  that 
lift  a  program  out  of  the  ordinary. 

Proof  O'  the  Pudding 289 

Results  from  radio  programs,  based 
on  sales,  mails,  surveys,  long  runs 
and  the  growth  of  the  business  itself. 

Yours  for  the  Asking 293 

A  listing  of  sample  scripts  and  tran- 


scription availabilities  on  programs 
reviewed  in  this  and  preceding  issues. 

Showmanscoops 294 

Photographic  review  of  merchandis- 
ing stunts,  and  the  personalities  be- 
hind them. 


What  the  Program  Did  for  Me 296 

This  is  the  businessman's  own  de- 
partment. Here,  the  radio  advertis- 
ers of  the  nation  exchange  results 
and  reactions  of  radio  programs  for 
their  mutual  benefit. 


Johnny  On  the  Spot 297 

If  you  use  spot  announcements, 
you'll  be  interested  in  the  news,  re- 
views and  tips  in  this  department. 

Trends 298 

A  rating  of  program  patterns  based 
on  a  special  and  continuous  survey 
of  outstanding,  locally-sponsored 
radio  programs  throughout  the 
country. 


A  Brilliant  Life  .  .  .     Brilliantly  Dramatized  , 


w 


IMPERIAL  LEADER 


rr 


THE  STORY  OF  WINSTON  CHURCHILL 

England's  Fighting  Prime  Minister 

52  one-fourth  hour   transcribed  episodes 

The  man  himself,  his  life  and  work.  The  man  who  faced  end- 
less disappointments  .  .  .  only  to  rise  again;  who  determined 
to  become  Prime  Minister  of  England,  nearly  succeeded  many 
times,  and  then  finally  won  the  position  when  he  had  appar- 
ently ended  his   active  life! 

Approved  by  a  personal  representative  of  Winston  Churchill, 
passed  by  the  Australian  and  New  Zealand  Governments. 
Available  on  a  national,  regional  or  local  basis.  Just  sold  for 
Coast-to-Coast  broadcast  in  Canada  by  GEORGE  WESTON, 
LIMITED,    cracker  manufacturer. 

Produced  in  Australia  with  an  all-star  British  cast.  Audition  sam- 
ples shipped  express  collect,  on  a  deposit  of  $5.00  which  will  be 
rebated   upon   their   return   within    15   days. 


KASPER-GORDON  Incorporated 


140  BOYLSTON  STREET 


BOSTON 


MASSACHUSETTS 


One  of  the  Country's  Leading  Program  Producers  and  Distributors  of   Tested  Syndicated 
Transcribed  Radio  Shows 


268 


RADIO     SHOWM  ANSH  IP 


.y^m 


^ 


wtsts 


MO«tO  tt 


p»Wt 


Superman  cam- 
paign going  great  guns 
.  .  .  53.04%  saies  gain 
:."  ^th  week  of  cam- 
paign ..." 

—  Normand  Brothers, 
Manchester,  N.  H. 

.  .  .  Superman  show 
so  satisfactory  .  .  .  de- 
cided to  replace  news- 
paper campaign  ..." 

-Rosefield  Packing  Co., 
San  Francisco,  Calif. 


"  .  .  .  whoJeheartedJy 
endorse  Superman  pro- 
cram  and  fully  recom- 
~.end  its  use." 

—White  Belt  Dairy, 
Mian\i,  Fla. 

...  it  has  built  up  tne 

'argest    juvenile    listen- 

r.g    audience    this    sta- 

':on,has   ever   known." 

—Station  KVOD, 

Denver,  Colorado 


"...  radio  program. 
Superman,  doing  a 
splendid  job  for  our 
clients  .  .  .  Dairyland 
Products  Co." 

—  Evans  and  LeMay 

Adv.  Agency, 

Forth  Worth.  Tex. 


V^  jp  After  10  weeks  on  the  air,  the  Superman  Radio  Show 
broke  all  Crossley  rating  records  for  quarter-hour 
juvenile  shows.  Every  one  of  40  regional  sponsors 
reports  increased  business! 

TREMENDOUS   5-POINT    BACKINGI 

^Superman  magazine  circulation  over  2,200,000! 

<  Superman  syndication  in  385  papers -over  20,000,000! 

<  Superman   in   24    monthly  technicolor   screen  shorts 
by  Paramount! 

<  Superman  promotion   in  key  city  department  stores! 

<  Superman's   promotion  staff  building   publicity! 


in  Cinciftficrti— Ons  We€k~6;00P.W.fo6:li 
(after  oniy  t2  H^eeks  on  the  air} 


of  flit  rtKlio  llsteoers  fcecr d 
.4%  was  next  htgl^st  individual  progrom  listenersfBp 

COMPARATIVE  CINCINKATI  USTENERSHIP 
ib  Progrom  A  .  .  28.9%,    B  .  .  18.7%,    C  .  .  18.6%^ 


195  RECORDED  EPISODES  AVAILABLE 
TO  LOCAL  AND  REGIONAL  SPONSORS 
Write!  Wire!  Phone!  for  detailed  information 

480  Lexington  Avenue  •  New  York  City 
PLaza  3-0740 


il 


ON  BUYING  RADIO 


CAN  you  remember  way  back  when  you  first  stum- 
bled onto  the  rudiments  of  readin',  writin'  and 
rithmetic?  Turning  back  to  those  first  few  years 
in  grammar  school,  remember  how  difficult  it  was  to 
learn  to  print  your  first  letter  O,  and  then,  how  simple 
it  was  to  change  that  O  into  the  letter  Q? 

You  know,  buying  radio  is  like  that.  The  first  step 
seems  so  difficult  to  take,  many  of  us  never  take  it  at  all; 
if  we  do,  the  second  comes  almost  automatically. 

Radio  advertising  is  simple  enough  to  buy  if  you 
just  keep  your  mind  wide  open.  Find  out  how  other 
businessmen  in  your  field  are  using  radio.  Let  their  ex- 
perience guide  you.  It's  old,  old  advice,  but  it  bears  re- 
peating. 

And,  remember,  too.  Radio  Showmanship  is  the 
only  magazine  that  brings  you  a  month-to-month  pic- 
ture of  the  newest,  tested  radio  programs  and  promotion 
ideas.  It's  written  by  businessmen  for  businessmen. 
Radio  Showmanship  is  valuable  to  radio-users  and  non- 
users  alike. 

Epitomizing  this  very  thought  was  a  letter  from  Jesse 
C.  Neill,  Vice  President  of  the  Buffalo  Industrial 
Bank,  to  radio  station  WGR-WKBH,  Buffalo.  Wrote 
Mr.  Neill,  "Radio  Showmanship  proved  most  interest- 
ing and  valuable  in  analyzing  and  studying  different 
mediums  for  advertising  .  .  .  trust  that  in  the  near  fu- 
ture, we  will  be  able  to  capitalize  on  the  material  con- 
tained in  the  publication." 

If  you're  thinking  of  buying  radio,  don't  buy  blind! 
A  Radio  Showmanship  reader  is  a  better  radio  buyer. 


270  RADIOSHOWMANSHIP 


■■^>''^J^^ 


Here's  a  winsome,  sales -winning 
show — cheery  and  charming — built 
around  romantic  duets  and  instru- 
mental interludes,  woven  together 
by  sparkling  dialogue,  that  finds 
enthusiastic  audiences  everywhere. 
Ted  Steele,  radio's  acknowledged 
master  of  the  Novachord,  is  aided 
and  abetted  by  lovely  Grace  Albert 
in  26  fifteen-minute  programs  of 
song  and  banter. 

Gay,  intimate  and  decidedly  in- 
formal, this  series  makes  friends 
easily  and  quickly  .  .  .  the  kind  of 
friends  whose  loyalty  to  a  product 
is  persistent   and  unswerving.   Its 


appeal  and  selling-power  are  tested 
and  proved  ...  it  will  work  equally 
well  for  yoiir  products. 

Take '  'time  out"  to  find  out  about 
this  sales-making  series  from  your 
local  radio  station.  It  has  all  the 
earmarks  of  a  live  show*  because 
provision  is  made  for  three  com- 
mercial announcements  with  Ted 
and  Grace  themselves  setting  the 
stage  for  each  .  .  .  helping  to  reflect 
to  your  message  the  friendly  charm 
that  this  program  establishes  so 
readily.  Hear  it  soon  —  you'll  be 
charmed  yourself! 
•Recorded  NBC  Orthacoustic 


Ask  your  local  station  for  an  audition 
. . .  or  write  direct  to 


diO'Recording  Division 


RCA  BIdg.,  Radio  City,  New  Yoric 


NATIONAL  BROADCASTING  COMPANY 

A  Radio  Corporation  of  America  Service 
Merchandise  Mart,  Chicago  •  Trans-Lux  BIdg.,  Washington,  D.  C.  •  Sunset  and  Vine,  Hollywood 


utomobile  Sales  Thi 


By  Alvin  Q.  Ehrlich,  Vice-President,  Kal  Advertising,  Inc., 
scribes  the  Unorthodox  but  Potent  Advertising  Used  on  hi 
Company,  One  of  the  Country's  Largest  Ford,  Mercui 


When  Joseph  Cherner,  affectionately 
known  in  Washington,  D.  C.  as  "Uncle 
Joe,"  decided  to  enter  the  automobile 
business  eleven  years  ago  as  a  Ford  deal- 
er, his  finances  enabled  him  to  open 
only  in  a  hole-in-the-wall. 

Today,  by  advertising  methods  and 
expenditures  which  his  competitors  de- 
clared suicidal  and  which  gave  his  bank- 
ers cold  chills,  he  is  one  of  the  largest 
Ford,  Mercury  and  Lincoln-Zephyr 
dealers  in  the  world,  one  of  the  biggest 
advertisers  in  Washington  and  the  big- 
gest retail  automobile  advertiser  in  the 
country. 

He  was  the  first  automobile  dealer  in 
Washington  to  recognize  the  value  of 
radio,  and  today  he  is  far  and  away  the 
city's  biggest  user  of  that  medium,  being 
represented  on  all  six  stations  and  on 
every  participating  program  on  the  air 
locally. 

He  was  the  first  advertiser  in  the  city 
to  bring  big  name  talent  to  Washington, 
and  his  Show  of  the  Week  over  Mutual 
Broadcasting  System  brought  to  town 
such  big  timers  as  George  Jessel,  Red 
Skclton,  Lew  Holtz,  Benny  Youngman, 
Roy  Atwill,  Col.  Stoopnagle,  Pick  and 
Pat,  Lionel  Stander  and  a  liost  of  others. 

Among  the  radio  personalities  Uncle 
Joe  has  helped  to  develop  is  Arthur 
Godfrey.  He  was  one  of  Godfrey's  first 
advertisers  and  sponsored  another  ex- 
pensive variety  show  which  first  brought 
Godfrey  to  the  attention  of  network  ad- 
vertisers. 

He  was  one  of  the  first  to  recognize  the 


value  of  news  broadcasts  and  today  spon- 
sors a  daily  newscast  over  WOL. 

In  line  with  this,  he  was  one  of  the 
first  to  realize  the  sales  pull  of  Walter 
Compton  over  Mutual  Station  WOL. 
Since  appearing  on  Uncle  Joe's  Shoiv  of 
the  Week,  Walter  Compton  has  become 
one  of  the  best  known  and  highest  paid 
news  announcers  in  the  business,  and  his 
Double  or  Nothing  Show  is  one  of  the 
most  popular  on  the  air. 

In  the  interest  of  public  service,  he 
sponsors  daily  time  signals  and  weather 
reports  for  the  benefit  of  early  risers. 

For  three  years,  he  sponsored  Tony 
Wakeman's  Sports  Review  on  WOL.  To 
promote  the  program,  he  staged  a  big 
horse-race  guessing  contest,  and  to  the 
five  winners  he  awarded  free  trips,  all 
expenses  paid,  to  the  Kentucky  Derby. 
So  widespread  was  the  response  to  the 
contest  that  over  100,000  pieces  of  mail 
were  received,  and  12  girls  were  kept 
constantly  busy  checking  entries.  In  con- 
nection with  this  contest,  Uncle  Joe 
sponsored  a  special  railroad  excursion 
to  the  Derby,  sold  tickets  through  the 
program  at  his  showrooms,  chartered, 
and  filled  13  cars  that  comprised  the 
Uncle  Joe  Derby  Special. 

Entering  a  field  already  well  covered 
by  Ford  representatives,  several  of  which 


upper  right  .  .  .  Joseph  Cherner,  President  of  the 
Cherner  Motor  Co.,  affectionately  known  in  Washing- 
ton, D.  C.  as  "Uncle  Joe." 

Lower  right  .  .  .  From  this  used  car  lot  of  the  Cherner 
Motor  Co.  are  sold  the  famous  Chernerized  cars,  syno- 
nym   for    guaranteed    reconditioning. 


272 


RADIO     SHO  WM  ANSH  I  P 


le  Air 

m,  D.C.,  Who  De- 
le Cherner  Motor 
[-Zephyr    Dealers 


had  been  dealers  since  the  days  of  the 
first  "Tin  Lizzie,"  Mr.  Cherner  soon 
figured  out  that  in  order  to  become  a 
competitor  he  must  be  different;  and 
the  sooner  the  better. 

His  first  step  was  to  coin  a  name  for 
his  used  cars  and  develop  a  sure-fire 
method  of  moving  them  quickly,  because 
he  couldn't  afford  to  carry  a  large  used 
car  inventory. 


This  name  was  Chernerized  Cars,  a 
name  now  so  familiar  to  Washington 
that  it  bids  fair  to  displace  the  common 
term  reconditioned. 

Chernerizing,  he  explains  to  Wash- 
ington six  times  a  day  over  six  radio  sta- 
tions and  four  times  a  day  through  four 
newspapers,  consists  of  30  Famous  Re- 
conditioning Operations,  all  of  which 
are  performed  on  every  used  car  he  sells 
as  a  Chernerized  car.  Every  radio  pro- 
gram, every  radio  spot,  every  newspaper 
ad  tells  Washington  over  and  over  again 
that,  "Next  to  a  new 
car  ...  a  Cherner- 
ized car  is  best." 

How  successful  he 
has  been  in  convinc- 
ing his  community 
that  this  is  true  is 
attested  by  the  fact 
that  in  11  years  he 
has  sold  more  than 
32,000  Chernerized 
cars  clear in.sj  the  way 


SEPTEMBER,      1941 


273 


for  sales  of  new  cars  in  such  numbers  as 
to  place  him  in  his  position  among  the 
top  flight  Ford  dealers  of  the  world. 

The  result  is  that  from  a  hole  in  the 
wall,  the  Cherner  Motor  Co.  has  ex- 
panded to  the  point  where  it  occupies  a 
total  of  more  than  150,000  square  feet 
of  property  at  17th  and  Florida  Avenue, 
Northwest,  with  a  branch  in  Chevy 
Chase  for  uptown  trade. 

The  Chernerizing  plant  is  actually  a 
used  car  factory.  In  addition  there  is  a 
new  car  building,  a  service  building,  a 
combination  gas  and  service  station  and 
a  used  car  lot. 

Every  Chernerized  car  is  guaranteed 
in  writing,  and  the  guarantee  is  scrupu- 
lously adhered  to.  His  prices  and  terms 
set  the  standard  for  the  city.  His  used 
car  sales  force  is  his  pride  and  joy.  Every 
man  is  hand  picked,  containing  even 
better  men  than  his  new  car  sales  force, 
from  which  it  is  entirely  separated. 

His  success  has  been  so  phenomenal 
that  he  is  cited  as  an  example  to  dealers 
by  the  Ford  Motor  Co.  He  has  won 
every  Washington  sales  prize  offered  by 
the  Ford  Motor  Co.  He  won  trips  to  the 
Chicago  World's  Fair  in  1934,  the  San 
Diego  Exposition  in  1935,  the  Fort 
Worth  and  Dallas  Fairs  in  1936,  to  De- 
troit in  1937,  (in  1938  there  was  no 
prize)  then  in  1939  to  the  New  York 
World's  Fair,  in  1940  to  the  Golden 
Gate  Exposition,  and  he  is  well  on  his 
way  to  another  trip  this  year. 

He  is  a  great  believer  in  stunts. 

At  the  Third  Term  Inaugural,  more 
than  150  new  Fords  appeared  in  the 
parade,  bearing  the  special  Inaugural 
Parade  license  plates.  Sensing  the  tre- 
mendous publicity  value  of  such  a  move, 
Uncle  Joe  purchased  these  cars  outright 
from  the  Ford  Motor  Co.,  sold  them 
out  within  three  days  through  a  barrage 
of  radio  announcements.  The  last  car 
had  scarcely  passed  the  reviewing  stand 
when  the  papers  appeared  bearing  a  full 
page  ad  and  the  radio  stations  poured 
into  every  home  the  news  that  those  cars 
were  on  sale  at  Cherner  Motor  Com- 
pany, including  the  tags  which  were 
valuable  souvenirs,  being  the  first  ever 
used  in  a  Third  Term  Inaugural  Parade. 


J'  ice  -Presi- 
dent Alvin  Q. 
Ehrlich,  of  Kal 
Advertising, 
Inc.,  Washing- 
ton, D.  C,  was 
born  back  in 
^.  ^-^.^^.^^^  i^^J  1 '^ithafire- 
^|t  *  ;4^^H  eating  desire  to 
m^^lg^.  ^  |B  get  things  done 
HL  mk,  ^  Jl  .  .  .  and  quick- 
ly. His  capacity 
for  realizing  his  ambition  is  attested 
by  the  fact  that,  in  a  space  of  time 
usually  consumed  in  learning  to  be- 
come an  acceptable  copy  boy,  he 
sprinted  from  that  position  to  the 
job  of  Advertising  Manager  of 
Raleigh  Haberdasher,  Washington's 
largest  and  finest  men's  wear  store. 
Leaving  there  to  open  his  own 
agency,  he  soon  rounded  up  enough 
important  clients  to  become  a  part- 
ner and  later  Vice-President  of  one 
of  Washington's  largest  advertising 
agencies,  a  position  he  still  holds. 
Twice  president  of  the  Advertising 
Club  of  Washington,  he  is  now  a 
jnember  of  its  Board  of  Directors. 
His  rapid  rise  in  his  chosen  field 
parallels  that  of  his  largest  account, 
the  largest  retail  automobile  adver- 
tiser in  the  world. 


Another  stunt  was  to  stage  a  series  of 
30  programs  dramatizing  his  30  recondi- 
tioning operations,  with  leading  an- 
nouncers and  the  manager  of  his  used 
car  factory  as  the  characters. 

His  programs,  his  spots,  and  his  news- 
paper ads  are  changed  every  day. 

The  agency  which  handles  his  account 
and  his  promotions  keeps  one  writer 
busy  for  half  of  every  day  writing  his 
spots  and  his  programs,  while  still 
another  writer  does  his  newspaper  ads 
and  his  promotions. 

There  has  been  endless  talk  among 
advertising  and  merchandise  experts 
about  showmanship  in  selling. 

While  the  talk  has  been  going  on, 
"Uncle  Joe"  has  been  doing  something 
about  it. 


274 


RADIO      SHOWM  ANSH  IP 


eet  Mr.  Tweet 


The  Name's  the  Important  Thing  in  Radio,  Writes  Successful 
Program  Sponsor  Arthur  Tweet,  Grand  Forks,  N.D.,  Groceryman 


Someone  (you  aH  remember  his  name) 
once  wrote:  "What's  in  a  name?  A  rose 
by  any  other  name  would  smell  as 
sweet." 

Had  Mr.  Shakespeare  known  anything 
about  radio,  I'm  certain  that  Juliet 
would  never  have  spoken  as  she  did. 
Today,  all  America  is  ear-minded.  Chil- 
dren don't  face  fierce  animals  anymore 
as  they  tramp  through  the  woods  to 
school.  They  hear  their  adventures  over 
the  radio.  Women  experience  emotional 
bursts  of  love,  hate,  and  fear,  influenced 
only  by  words  on  a  15-minute  daytime 
serial. 

Even  more  important  is  the  fact  that, 
today,  many  housewives  don't  buy  the 
crisp  lettuce,  the  sun-ripened  bananas 
that  are  displayed  in  grocery  windows. 
Instead,  they  phone  in  their 
grocery  orders,  never  seeing 
the  vegetables  until  they  ar- 
rive at  their  hovises,  actually 
purchasing  nothing  more 
than  some  radio  announcer's 
glib  word-description. 

It's  words  that  we  must 
deal  with  these  days,  words 
that  go  sailing  off  into  un- 
known space,  and  words 
that  hit  the  mark  and  leave 
an  indelible  impression. 

Of  all  the  words  we  use 
on    a    radio    program,    the 
most    important,    by    far,    is    your 
store's  name. 

My  five  years'  experience  as  a  success- 
ful radio  sponsor  has  proved  to  me  time 
and  time  again  this  fact:  you  can't  em- 
phasize your  name  too  strongly  ...  or 


Arthur  Tweet 


own 


too  often.  Of  course,  some  names  are 
easier  to  remember  than  others,  but  any 
name  that  can  be  understood  can  be 
sold  to  radio  listeners.  Now,  my  own 
name,  Tweet,  is  rather  unusual;  it's  sim- 
ple to  say  and  easy  to  remember.  It  al- 
ways seems  to  me  to  be  something  out 
of  the  Dickens'  period,  certainly  noth- 
ing that  is  commonly  associated  with 
twentieth  century  food  merchandising. 

Be  that  as  it  may,  I  have  gone  into 
radio  with  the  single  purpose  of  making 
Tweet  stand  for  groceries  in  the  minds 
of  Grand  Forks  housewives.  That  I  have 
succeeded  may  be  indicated  by  the  fact 
that  today  I  have  three  profitable  food 
markets  in  greater  Grand  Forks.  Five 
years  ago,  when  I  first  started  with  a 
radio  campaign,  I  had  only  one.  My 
sales  volume  has  increased  more  than 
38%  in  this  period. 

The  tactics  that  I  have 
used  during  these  five  years 
aren't  spectacular;  more 
often  than  not,  they  were 
just  the  obvious  thing  to  do. 
For  example,  you  all  re- 
member the  famous  song 
that  starts  like  this:  "Let's 
all  sing  like  the  birdies  sing 
—Tweet,  tweet,  tweet,  tweet, 
tweet."  I  use  that  song  to 
begin  and  end  every  radio 
program  I  sponsor.  It  has 
become  my  identification  on 
the  air,  a  trademark  as  close- 
ly tied  to  my  store  as  Johnny  is  tied  to 
Philip  Morris.  A  parody  of  the  origi- 
nal song  has  been  written,  and  we  have 
the  children  sing  it  during  our  Stars  of 
Tomorrow  amateur  show.  Here  are  the 
^vords: 


SEPTEMBER,      1941 


275 


Who's  the  man  who  sells  things  to  eat? 
TWEET  TWEET  TWEET  TWEET 

TWEET. 
The  man  who's  prices  just  can't  be  beat! 
TWEET  TWEET  TWEET  TWEET 

TWEET. 
Let's  all  follow  those  great  big  crowds 
And  give  ourselves  a  treat, 
That  IGA  Brand 
The  Best  in  the  Land, 
You  always  save  at  TWEET'S. 

-  Some  advertisers  fear  that  too  mtich 
repetition  of  the  store's  name  hampers 
a  progiam's  effectiveness.  Here  is  an  il- 
lustration where  a  simple  song  repeats 
the  store's  name  eleven  times,  and  with- 
out any  undue  strain.  The  same  thing 
can  be  accomplished  with  your  name, 
if  you  study  it  a  bit,  and  find  the  twist 
that  clicks. 

There's  more  to  selling  a  name  than 
a  good  theme  song.  Most  important  is 
finding  the  right  vehicle  to  drive  that 
name  into  the  public's  mind.  I  experi- 
mented for  five  years  w^ith  various  radio 
ideas  before  I  found  one  that  answered 
my  purpose. 

It  is  called  Tell  on  Your  Neighbor. 

Now,  five  years  may  seem  like  a  long 
time  to  "waste",  but,  actually,  experi- 
menting is  not  a  waste,  for  each  program 
tested  and  then  discarded  onlv  served  as 


a  buildup  for  the  program  that  fol- 
lowed. In  fact,  I  still  use  my  Stars  of 
Tomorrow  show,  but  only  as  a  supple- 
ment to  my  regular  schedule. 

All  the  show  ideas  I  have  used  had 
one  thing  in  common:  I  appeared  on  the 
program  personally  in  one  capacity  or 
another.  In  Stars  of  Tomorrow,  an  ama- 
teur variety  progiam  for  children,  I  ap- 
pear as  "Uncle  Art."  In  analyzing  this 
show  institutionally,  I  would  say  it  has 
gained  considerable  good  will  for  mv 
store,  because  it  has  given  talented 
voung  Grand  Forks  children  a  chance 
to  "strut  their  wares." 

Every  spring  at  the  close  of  the  school 
year  we  invite  all  the  childien  who  have 
appeared  on  the  Stars  of  Tomorrow  pro- 
gram during  the  year  to  the  Annual 
Stars  of  Tomorrow  Picnic.  Last  spring 
some  700  childien  partook  of  the  free 
lunch,  free  prizes  for  races  and  g^ames. 

Biu  I  Avanted  a  show  with  even  wider 
appeal,  with  gieater  opportunitv  to  rec- 


At  their  Annual  Stars  of  Tomorrow  Picnic  last  spring. 
Tweet's  entertained  some  700  moppets,  past  partici- 
pants on  its  Stars  of  Tomorrow  amateur  talent  show 
broadcast  over  Grand  Forks,  N.  D.  station  KFJM.  Free 
lunches  and  prizes  for  races  and  games  brought  loud 
salvos. 


276 


RADIO      SHOWMANSHIP 


ognize  Grand  Forks  people.  TcII  on 
Your  Xeiglibor  answered  this  purpose. 
It's  a  program  that  entertains  and  sells 
my  institution  at  one  and  the  same  time. 
It's  a  program  that  almost  any  store  in 
any  size  town  can  use  with  good  results. 
The  announcer  and  myself  spend  two 
15-minute  periods  each  week  chatting 
informally  about  people,  our  home  town 
people.  AVe  play  up  the  old-fashioned 
spirit  of  good  neighborliness.  the  golden 
rule  with  all  its  trimmings.  It  ^sorks  to- 
day just  as  it  ahvays  has. 

The  material  for  our  anecdotes  comes 
from  the  listeners  themselves.  They  are 
asked  to  tell  some  good  deed  that  their 
neighbor  has  done  for  them  or  for  some- 
one they  know.  To  the  wTiter  of  each 
letter  used  on  the  air  goes  one  dollar  in 
merchandise.  To  the  good  neighbor  goes 
an  Award  of  Merit  in  recognition  of  his 
act  of  kindness.  There  is  always  an 
ample  supply  of  letters  on  hand,  usually 
enough  to  fill  many  weeks'  programs  in 
advance.  Five  letters  are  read  on  each 
shoAv.  All  are  human  interest  stories 
people  enjoy  hearing. 

The  program  has  done  an  excellent 
good-^s'ill  job  for  my  store.  It  has  helped 
counteract  the  influence  of  chain  stores 
with  one  of  the  best  arguments  inde- 
pendent   grocers    can    use:    "^Ve    are    a 


\ital  part  of  the  commiuiity."  Special 
items  are  brought  into  the  program 
smoothly.  "Tell  your  good  neighbor 
about  the  special  value  on  canned  beans 
this  week  at  Tweet's  .  .  .",  etc. 

Most  important.  Tell  on  Yoiii-  Neigh- 
bor has  served  to  build  up  my  name, 
which,  of  course,  means  building  up  my 
store  and  my  entire  organization.  After 
each  letter  is  read,  I  add  a  short  com- 
ment. It  is  these  comments  which  make 
the  program  tnine  instead  of  just  any- 
one's. As  a  result,  when  I  speak  at 
churches  and  club  meetings,  I  find  I  am 
known  to  hundreds  of  people  that  I 
would  have  had  no  other  way  of  meet- 
ing. 

To  get  the  show  started,  I  sent  25 
good  neighbor  awards  to  famous  per- 
sonalities: AVendell  AVillkie,  Jack  Benny, 
Bing  Crosby,  Herbert  Hoover,  Dorothy 
Thompson,  Lowell  Thomas,  and  many 
others.  These  "important  names"  all 
took  the  time  to  send  acknowledgments. 
I  have  used  their  letters  to  form  a  store 
display  that  has  really  helped  add  pres- 
tige to  the  program. 

Xafnes  sell  merchandise  over  the  air 
these  days— famous  names  e\'erybody 
knows,  local  names  you  make  worth 
knowing,  and  your  own  name.  Yes,  by 
all  means,  play  up  yoiu-  own  name. 


SEPTEMBER,      1941 


1 


0  Sweet  Mystery 


By  Mrs.  Margaret  G.  Anderson,  Advertising  Director,  Maud  Muller 
Candy  Co.,  Dayton,  D.,  Who  Uses  the  Lure  of  Travel  to  Sell  Sweets 


At  about  the  time  Maud  Muller  Candy 
began  sponsoring  its  Train  Reporter 
program  on  Station  WING,  one  of  the 
four  stores  we  then  operated  in  Dayton, 
Ohio  had  to  be  closed.  (The  entire 
ground  floor  of  the  building  in  which 
the  store  was  located  had  been  leased.) 
Naturally,  because  we  had  eliminated 
one  outlet,  company  officials  expected  a 
decrease  in  total  sales  volume. 

On  the  contrary,  and  to  our  pleasant 
amazement,  the  combined  volume  of  the 
three  stores  soon  was  higher  than  when 
we  had  a  fourth  outlet!  The  only  pos- 
sible explanation  was  the  grand  selling 
job  being  done  at  the  time  via  the  Train 
Reporter. 

The  18  Maud  Muller  Candy  Shops 
are  located  in  10  cities  of  four  middle 
western  states,  Ohio,  Indi- 
ana, West  Virginia,  and 
Kentucky.  While  the  sales  of 
Maud  Muller  candies  has 
steadily  increased  in  many  of 
the  cities  in  which  we  have 
shops,  our  books  show  an 
outstanding  increase  for  the 
Dayton  stores.  The  upswing 
in  Dayton  sales  was  coinci- 
dent with  the  start  of  the 
Train  Reporter  program! 

The  story  of  the  Train 
Reporter  is  the  story  of  a 
hunt  for  a  suitable  air  ve- 
hicle that  has  probably  gone  on  in  many 
an  advertising  department.  I  knew  that 
radio  was  a  good  medium.  But  I  also 
knew  that  there  was  more  to  radio  than 
just  buying  the  time.  We  needed  some- 
thing to  occupy  the  time  that  would  build 
listener  interest  and,  at  the  same  time,  fit 
in  with  the  selling  job  we  had  to  do. 


Mrs.  M.  G.  Anderson 


In  the  past,  we  had  used  radio  adver- 
tising sporadically  and  with  indifferent 
results.  We  wanted  a  program  that 
would  complement  our  commercial 
copy.  And  that's  why  we  hit  upon  the 
Train  Reporter.  Here  was  romance,  here 
was  adventure,  here  was  the  ever-present 
lure  of  travel  and  the  gift  box  of  candy 
that  went  with  departures  and  arrivals. 
This  was  the  show! 

The  human  interest  value  of  travel 
stories,  the  stories  of  men  and  women 
from  all  walks  of  life,  in  every  kind  of 
business,  brought  out  in  interview  style, 
as  they  arrived  or  departed  from  Day- 
ton's railway  station  became  our  vehicle. 
Last  October,  we  started  the  series  with 
a  quarter-hour  from  7:00  to  7:15  P.M. 
We  began  with  a  three  times  a  week  pro- 
gram, are  now  using  the 
show  six  times  a  week. 

The  trick  of  the  program 
probably    lies    in    how    the 
Train  Reporter  handles  the 
people  he  interviews.  In 
charge  of  our  Dayton  show 
is  Ronald  Woodyard,  WING 
station  manager.  His  friend- 
ly,   informal,    easy-to-get-ac- 
quainted-with   personality 
has  done  much  to  make  the 
program  as  popular  as  it  is. 
After    a    few    minutes    of 
chatting,  our  Train  Report- 
er thanks  the  interviewee,  presents  him 
with  a  box  of  Maud  Muller  candy. 

And  so,  the  Maud  Muller  Train  Re- 
porter has  today  become  an  accepted 
and  welcome  visitor  in  Dayton  homes. 
We  know  our  brightly-worded  commer- 
cials are  effective,  because  increased  sales 
prove  it  daily.  We  usually  can  feel  the 


278 


RADIO     SHOWMANSHIP 


Above  .  .  .  Eighteen  Maud  MuIIer  Candy  Shops,  equal 
ly  attractive  as  this  Dayton  model,  form  a  web  through 
out  10  cities  of  four  middle  western  states,  Ohio,  Indi 
ana.  West  Virginia,  and  Kentucky. 


Right  .  .  .  Each  evening  at  7:15,  Ronald  B.  Wood- 
yard  (at  left)  drops  his  identity  as  WING  station  man- 
ager, becomes  the  Train  Reporter,  broadcasting  inter- 
views with  travelers  arriving  and  leaving  Dayton's  Union 
Station. 


SEPTEMBER,      1941 


279 


demand  for  a  particular  unit  of  candy 
talked  about  in  a  commercial  the  night 
before,  or  we  can  check  the  calls  for 
some  menu  specialty  featured  in  the 
Maud  Muller  Tea  Shops,  as  advertised 
the  day  before. 

It's  small  wonder,  then,  that  we  are 
introducing  similar  programs  in  other 
cities.  For  example,  in  Indianapolis,  we 
sponsor  a  program  in  which  the  Maud 
Muller  reporter.  Bill  Schingle,  meets 
the  bus  daily  at  12:45  for  a  quarter-hour 
quiz  session  with  bus  travelers  arriving 
and  leaving  Indianapolis.  Especially 
well-located  in  downtown  Indianapolis, 
the  bus  depot  forms  an  ideal  locale  for 
an  interesting  program. 

Naturally,  the  bigger  audience  you 
can  attract  at  the  scene  of  broadcast  the 
better  the  program.  Not  only  does  the 
announcer  deliver  a  smoother  patter 
when  the  SRO  sign  is  out,  but  also  an 
atmosphere  of  authentic  excitement  is 
added  by  the  incessant  buzzing  of  voices 
in  the  background  plus  the  roar  of  ve- 
hicles starting  and  stopping,  which 
makes  the  program  live  to  the  people 
on  the  other  end  of  the  air  waves. 

Our  selling  is  confined  to  one  com- 
mercial in  the  program;  but  the  presen- 
tation of  a  gift  box  of  Maud  Muller 
candy  to  each  person  interviewed  keeps 
the  name  of  the  product  before  our  lis- 
teners throughout  the  entire  show. 

The  Train  Reporter  does  a  selling  job 
for  us  pretty  much  on  his  own.  In  the 
Maud  Muller  restaurants  we  have  place 
cards  on  each  table  on  behalf  of  the  pro- 
gram. The  card  carries  a  picture  of  a 
train  with  the  message:  "Tune  In,  7 
P.M.  for  Maud  Muller  Train  Reporter." 

That  the  program  is  paying  its  way  is 
proved  by  the  fact  that  we  increased  it 
to  a  six  time  a  week  feature. 

It  seems  to  me  that  almost  any  good 
merchant  with  a  flair  for  showmanship 
(and  a  good  product  to  sell)  may  do 
well  on  the  air  if  he  selects  the  right 
program  to  present,  puts  it  on  the  air  at 
the  right  time,  and  is  consistent  enough 
in  his  efforts. 

Planning  a  successful  commercial 
radio  program  is  very  much  like  prepar- 
ing a  delicious  bit  of  candy.  In  each 
case,  you  must  have  the  right  ingre- 
dients really  to  make  it  good. 


The  Lives  of  Men  W 
Industry,  Culture  Is '. 


Frank  W. 
Woolworth 


That  people  like  to 
know  about  people  is 
a  tried  and  true  for- 
mula. 

One  of  the  nation's 
most  successful  maga- 
zines has  built  a  huge 
circulation  and  a  loy- 
al   following    simply 
on    the    re-telling   of 
the    lives    of    famous 
persons. 
The  movies  have  turned  a  pretty  pen- 
ny through  the  production  of  biographi- 
cal films. 

It  was  quite  logical  that  a  medium  as 
expressive  as  radio  should  soon  turn  to 
the  drama  of  biography. 

Captains  of  Industry  is  a  series  of  52, 
transcribed,  15-minute  programs  dra- 
matizing the  lives  of  men  who  have  been 
outstanding  in  the  development  of 
American  business,  industry,  and  cul- 
tural life. 

The  episodes,  each  complete  in  15 
minutes,  are  factual  throughout,  but, 
like  the  well-known  proverb,  they  bring 
to  light  truths  that  are  stranger  than 
fiction. 

Did  you,  for  example,  know  that  Cor- 
nelius Vanderbilt  plowed  his  mother's 
farm  on  Staten  Island  to  earn  enough 
hard  cash  to  buy  the 
first  small  boat  that 
was  the  beginning  of 
a  transportation  em- 
pire? 
^im%^.  i^  /f^  Did  you  know  that 

'^■^^l^  Frank    W.    Wool- 

^^IbJpSk  .L        worth's   first  job  was 
V^^P^      in   a  grocery  store 
\   X  where    he    worked 

Henry   Englehard         ^^ree  months  without 

Steinway  pay?   At   the   end  ot 


H<< 


280 


RADIO     SHOWM  A  NSH  I  P 


een  Outstanding  in  the  Development  of  American  Business, 
a  Dramatic  Transcribed  Quarter-Hour  Syndicated  Program 


two  and  one-half  years,  he  was  drawing 
six  doUars  a  week. 

Some  of  the  others  whose  lives  are 
dramatized  include  Carnegie,  Pulitzer, 
Westinghouse,  Astor,  Diamond  Jim 
Brady,  Pullman,  Weyerhauser,  Morgan, 
Dupont,  Gould,  Rockefeller. 

A  tremendous  amount  of  research  has 
gone  into  the  series,  and  the  completed 
recordings  are  smoothly  and  efficiently 
enacted  by  an  experienced  dramatic 
cast.  A  symphony  orchestra  provides 
musical  background, 
and  special  sound  ef- 
fects have  been  devel- 
oped for  several  of 
the  more  difficult  pre- 
sentations. 

The  program  is 
especially  designed 
for  financial  houses, 
savings  and  loan  com- 
panies, banks,  and  morticians.  Among 
the  most  recent  sponsors  was  the  Com- 
mercial National  Bank  of  Chatta- 
nooga, who  presented  the  program  every 
Tuesday  and  Thursday  at  7:15  P.M. 
over  station  WDEF.  The  bank  promoted 
the  program  with  typical  theatrical  tech- 
nique using  an  interesting  four-page 
folder,  describing  the  men  who  dreamed 
and  made  their  dreams  come  true! 

They  called  the  program  a  "who's 
who  of  American  industry"  and  sug- 
gested that  listeners  "learn  about  suc- 
cess from  men  who  knew  the  secret." 

Another  sponsor  declares:  "The  most 
merchandisable  program  we  have  ever 
used.  We  gave  away  copies  of  the  bio- 
graphical ibooklet  which  we  purchased 
from  the  transcription  makers.  We  used 
lavish  window  displays.  We  scheduled  as 
many  of  the  programs  as  possible  to  come 
near  the  birth  date  of  the  industrialist 


Lewis  Edson 
Waterman 


whose  life's  story  was 
being  broadcast,  and 
then  tied  this  up  to 
our  displays.  'All  lis- 
teners whose  birth- 
days came  on  the 
same  day  were  given 
a  small  gift  if  they 
called  in  person  at 
the  office. 

It  is  also  possible 
to  establish  a  local 
"Hall  of  Fame"  in  a  public  building, 
annually  honor  the  city's  "Citizen  of 
the  Year."  Almost  any  patriotic  organ- 
ization will  take  over  the  details  and 
keep  it  going.  Meantime  the  sponsor 
ties  into  the  deal  and  the  program  is 
given  a  maximum  of  publicity  at  the 
kickoff. 

The  whole  package  is  extremely  mer- 
chandisable. In  the  Minneapolis-St.  Paul 
market,  the  Twin  City  Federal  Savings 
&  Loan  Association  sent  out  a  letter  de- 
scribing the  program  to  every  public 
school  teacher.  PTA's  recommend  it  for 
youthful  listeners  because  Captains  of 
Industry  has  proved  accurate,  instruc- 
tive. Yes,  the  story  of  Big  Business  can 
mean  good  business  for  you! 

COMMENT:  Smashy  handling  of  dra- 
matic episodes  auto- 
matically suggests  the 
pronounced  use  of 
understatement  in 
preparing  the  com- 
mercials. By  very  con- 
trast they  will  lunge 
at  the  listener. 

Institutional  copy 
takes  time  to  work 
best,  so  if  you  buy, 
plan  to  stay  with  it. 


Julius 
Rosenwald 


SEPTEMBER,      1941 


281 


^ 


es,  We  Have  No  Bananas 


Boh  Reinhart,  Sales  Manager  for  45  Jules  Stores,  Tells 
How  He  Sells  Credit  Clothing  and  Jewelry  Over  the  Air 


All  oi  us  have  vivid  memories  that  we 
bring  from  childhood. 

When  I  was  a  kid  in  grammar  school, 
for  example,  I  remember  very  distinctly 
seeing  a  picture  in  a  travel  book  or  mag- 
azine showing  a  group  of  little  children 
in  some  far  off  country. 

These  kids  had  lived  to  a  great  extent 
on  bananas.  Their  tummies  were  terri- 
bly swollen.  To  this  day,  that  picture  re- 
mains in  my  mind's  eye! 

In  assembling  my  thoughts  for  this 
article,  I  telephoned  my  doctor,  an  emi- 
nent Brooklyn  physician,  to  ask  him  if 
a  diet  of  one  specific  thing  is  really 
harmful.  He  replied  very  definitely  in 
the  affirmative,  and  said  that  in  any 
country  where  the  people  have  an  un- 
balanced diet,  (or,  in  other 
words,  too  much  of  one  thing) 
there  are  always  varied  compli- 
cations. 

What    has    this    to    do    with 
radio  advertising? 

Really  a  great  deal.  In  our 
type  of  business,  an  advertiser 
using  a  concentrated  radio  cam- 
paign and  no  other  media  would 
not  likely  swell  up  as  the  kids  in 
the  picture  that  I  remember  so 
distinctly,  but  the  diet  would  nonethe- 
less be  unhealthy. 

A  doctor  of  advertising  would  pre- 
scribe otherwise! 

Don't  ask  me  aboiu  selling  bananas 
on  the  air.  But  ask  me,  what  job  radio 
has  done  for  our  chain  of  retail  clothing 
stores,  and  I  have  quite  a  story  to  tell. 
It  isn't  a  story  of  big  appropriations  and 
important  shows  but  a  story  of  the  abil- 
ity of  radio  to  do  the  job  of  drawing 
customers. 


No  one  form  of  advertising  would 
give  us  the  well-rounded  appeal  we  have. 
In  our  operation,  which  is  retail  sell- 
ing, we  use  three  advertising  media.  We 
would  like  to  use  a  dozen.  We  would 
like  billboards,  motion  picture  slides, 
and  even  sandwich  men,  to  say  nothing 
of  spectacular  sky  writing.  But  advertis- 
ing budgets  must  be  adhered  to,  and 
we,  therefore,  concentrate  our  advertis- 
ing. 

In  this  studied  concentration,  radio 
plays  a  very  important  part. 

Our  type  of  clientele  is  the  small 
wage  earner,  the  man  or  woman  of  lim- 
ited income,  who,  desiring  good  clothes, 
cannot  afford  to  pay  for  them  in  ad- 
vance in  a  lump  sum.  This  type  of  per- 
son enjoys  the  facility  of  paying 
for  his  apparel  easily  and  con- 
veniently over  a  period  of  sev- 
eral months. 

In  many  instances,  our  cus- 
tomers constitute  a  complete 
family  where  a  mother,  father, 
and  children  purchase  all  their 
wearing  apparel  in  our  store. 
The  complete  amounts  are  cal- 
culated so  that  for  two  or  three 
dollars  a  week,  the  entire  fam- 
ily can  budget  its  clothing  expense  and 
still  dress  well. 

Radio  puts  over  a  selling  message  for 
us  in  a  way  that  no  other  medium  can. 
Radio  can  tell  a  story  and  deliver  it  in 
such  a  manner  as  to  cause  the  listener  to 
draw  the  conclusion  for  himself.  To  ac- 
complish this,  we  purchase  electrical 
transcription  records,  prepared  for  us  by 
The  Charles  Michelson  Co. 

These  records  consist  of  26  individual 
spot  announcements.  Each  spot  plays  for 


282 


RADIO      SHOWMANSHIP 


"Thirty  days  hath  September. . ." 


that  rhyme  we  don't  remember. 


Dill  anyway  those  thirty  days 

Are  ones  when  careful  planning  pays. 

A(IV6rtiS6rS   on  WHN  now  save  lots 
And  soon  will  have  as  well  50,000  WATTSl 


Turn  the  page  please. 
No   more   poetry   .   .   . 


^ 


^  /  4-^  / 


MAXIMUM  POWER 

The  only  independent  station 
anywhere  with  top  power  of 
50,000  watts. 

CLEAR    CHANNEL 

1050  KC.  in  the  very  heart  of  the 
dial,  the  only  full-time  station  on 
that  channel. 

AMERICA'S   FIRST 
MARKET 

The  new  WHN  Primary  Area 
will  embrace  10%  of  the  entire 
U.  S.  population — and  14%  of 
the  nation's  buying  power! 


1540  BROADV 
NEW  YORK   < 

Bryant  9-7800 
Chicago  Office  -  360  N.  Mi. 
Randolph  5254 


r 


GUARANTEED    TIME 

The  only  50,000-watt  station  in  the 
country  that  can  offer  spot  advertisers 
guaranteed  time  availabilities  24  hours 
a  day — 52  weeks  a  year! 

TOP     PROGRAMS 

Feature  productions  through  Loew's- 
MGM  affiliation — but  still  first  in  News, 
Sports,  and  Popular  Musical  shows 
that  have  built  New  York's  greatest 
independent  station  audiences. 

LOW  COST  PER  LISTENER 

Anyway  you  figure  it — in  listeners  per 
dollar,  watts  per  dollar,  mail  returns, 
sales  results — fifty  thousand  watts  and 
WHN  mean  top  value. 


A  word  to 
TIME  BUYERS... 
ACCOUNT  EXECUTIVES... 
ADVERTISING  MANAGERS... 

WHN's  new  Rate  Card  No.  9  for 
50,000  Watts  is  already  in  dis- 
tribution, although  not  effective 
until  in  October.  Advertisers 
using  WHN  before  that  date  are 
entitled  to  great  savings  at  the 
increased  pov^er.  Ask  your 
WHN  representative  to  give 
you  full  details. 


1540    Broadway 
BRvant  9-7800 


Chicago  Office 
360  N.  Michigan 
Randolph  5254 


WHN 

NEW      YORK 

50,000  Watts 

IPRACTICALLY  COMPLETED) 


a  half-minute,  and  at  the  expiation  of 
this  half-minute,  the  local  announcer 
follows  through  for  another  half-minute. 
The  spots  are  little  stories,  well-acted, 
dramatizing  everyday  conditions  in  aver- 
age families  where  the  facilities  of  credit 
made  possible  advantages  of  dressing 
well.  Each  episode  dramatizes  the  im- 
portance of  appearance  in  social,  busi- 
ness, and  other  activities— little  stories 
ol  home  life  showing  that  Mary  can't  go 
to  the  party  because  she  hasn't  a  suit- 
able dress,  and  therefore,  she  must  stay 
home,  feeling  pretty  cut  up  about  it. 
This  takes  30  seconds. 

Then  the  local  announcer  comes  in. 
"Why,  Mary  can  get  that  dress.  Mary 
can  go  to  the  party.  All  Mary  has  to  do 
is  go  to  the  MosKiNs  Credit  Clothing 
Co.  and  for  50  cents  a  week  she  can  get 
the  nicest  dress  and  be  the  belle  of  the 
ball,  etc." 

Depending  on  the  stations  and  ap- 
propriations for  each  store,  these  records 
\N  ere  run  from  a  minimum  of  once  a  day 
to  four  times  a  day,  and  inasmuch  as 
there  were  26  different  plots  they  were 
run  alternately. 

People  learn  that  this  credit  service  is 
a\ailable  through  the  constant  repeti- 
tion of  our  message  on  the  air.  But  on 
Friday,  when  they  pick  up  their  news- 
papers, they  see  our  advertisement  of  a 
special  value.  Something  unusual.  Some 
combination  of  clothes  they've  been 
looking  for.  The  newspaper  doesn't 
create  the  demand.  Radio  has  laid  the 
groundwork  by  its  constant  message. 
The  newspaper  just  clinches  the  sale  by 
being  specific  each  particular  time. 

W^e  also  use  direct  mail.  Circulars, 
well-printed,  and  colorful,  deliver  a  real 
message,  and  we  send  them  out  in  large 
quantities.  Newspapers,  direct  mail,  and 
on-the-spot  selling  displays  all  back  up 
radio. 

At  the  end  of  this  season's  broadcast- 
ing schedule,  a  questionnaire  was  sent 
out  to  our  complete  chain  of  45  stores. 

In  every  case,  the  managers  of  the 
stores  in  the  "radio"  cities  requested  the 
use  of  radio  in  the  next  season.  Many 
managers  wanted  heavier  air  schedules 
despite  the  fact  that  it  would  mean  cut- 
ting down  on  other  forms  of  advertising. 


Slick- haired^ 
bubbly  sales 
manager  Rob- 
ert Reinhart , 
of  the  Jules 
Chain  Stores 
Corp.,  decries 
the  fact  he  Jias 
no  particular 
hobby,  enjoys 
m  o  s  t  ev ery- 
ihing.  Nearest 
thing  to  a  systematized  ax)ocaiion  is 
his  recipe  collection,  an  interest  he 
shares  with  his  charming  wife,  Alice. 
Between  tJiem,  the  ReinJmrts  have 
dished  up  a  slick  system  for  uncov- 
ering new  dishes.  Living  in  New 
York,  a  gourmet's  paradise,  they 
have  searched  out  many  a  hide-away 
eat  spot,  tossed  the  chef  a  shameless 
pot  of  praise  and  made  him  part 
with  his  most  prized  recipes. 

Having  no  children.  Bob  Rein- 
liart  still  does  not  spare  the  rod, 
fishes;  loves  horseback  riding,  does 
a  bit  of  shooting,  gets  a  big  kick 
out  of  golf. 


Following  are  a  list  of  the  stations 
we  used  this  last  season:  \\^CHS,  Charles- 
ton, W.  Va.;  WHBU,  Anderson,  Ind. 
WHBF,  Moline,  111.;  WLOK,  Lima 
Ohio;  WTBO,  Cumberland,  Md. 
WFDF,  Flint,  Mich.;  WIBA,  Madison 
Wis.;  AVTBM,  Jackson,  Mich.;  WFBG 
Altoona,  Pa.;  WCAR,  Pontiac,  Mich. 
WHLS,  Port  Huron,  Mich.;  WMBD 
Peoria,  111.;  WOL,  Washington,  D.  C. 
WINX,  Washington,  D.  C;  WOLF 
Syracuse,  N.  Y.;  WMFR,  Fligh  Point 
N.  C. 

AV^here  stores  were  not  getting  the 
benefit  of  radio  this  past  spring,  the 
managers  felt  that  radio  could  be  of 
material  aid,  and  they  have  asked  that  a 
substantial  sum  be  spent  in  the  coming 
season. 

Thus,  as  we  budget  each  advertising 
dollar  and  carefully  calculate  our  full 
dollar's  worth,  we  find  radio  assuming  a 
more  important  place  on  our  schedule. 


SEPTEMBER,      1941 


283 


i 


We  believe  transcription  records  af- 
ford us  the  best  type  of  program  for 
these  reasons: 

Firstly,  our  stores  are  small  units  and 
therefore  have  small  appropriations.  We 
cannot  afford  to  spend  a  lot  of  money 
to  compete  with  important  evening  pro- 
grams being  fed  over  the  networks. 

Secondly,  our  stores  operate  under 
various  names,  and  we  cannot  employ 
the  identity  that  would  come  from  hav- 
ing one  name. 

Radio  is  our  No.  1  medium.  The  con- 
stant repetition  of  the  idea  of  credit 
linked  with  the  name  of  the  local  store 
and  our  merchandise  has  made  a  tre- 
mendous impression  in  the  minds  of  our 
public. 

Our  records  bear  the  proof  of  these 
statements.  Not  only  do  we  get  immedi- 
ate results  but  the  cumulative  gain  is 
also  noteworthy.  Our  story  is  borne  out 
by  the  numbers  of  people  who  come  in 
to  buy  and  tell  us  of  our  program. 
When  they  wanted  to  buy  clothes  on 
credit,  they  came  to  us,  they  knew  us. 

We  talk  about  credit,  not  specific 
items  of  the  day.  That's  long  pull  ad- 
vertising. And  for  the  long  pull,  it's 
radio  for  us. 

Our  organization  is  completely  sold 
on  broadcast  advertising.  We  find  it  pro- 
duces best  results  when  it  is  part  of  a 
well-balanced  diet. 

I  know  that  in  some  fields  radio  alone 
has  done  a  standout  job.  In  our  line,  it's 
a  combination  of  several  media,  with  a 
healthy  helping  of  radio,  that  makes  a 
successful  advertising  promotion. 

In  the  last  week  or  so,  we  have  given 
considerable  thought  to  what  effect,  if 
any,  the  federal  credit  curb  will  have  on 
our  sales.  If  it  will  affect  our  sales,  it  will 
also,  quite  naturally,  affect  our  advertis- 
ing procedure. 

As  far  as  we're  concerned,  the  federal 
credit  regulations  will  not  affect  our 
radio  schedules,  because  the  regulations 
are  not  affecting  the  clothing  industry, 
such  regulations  being  limited  to  metals 
and  other  products  which  contain  mate- 
rial essential  to  defense  work. 

Our  plans  mirror  our  ever-increasing 
radio  enthusiasm.  It's  going  to  be  a  ban- 
ner radio  vcar  for  us! 


ympho] 


By  D.  M.  Smith,  Managing  I 
California,  Who  Weighed  t 
Not  Wanting.  His  Co-spon 


•^'-v/ 


Back  in  Novem- 


m  ^tjK^d  iJjL       fi'^st   signed   the 
^^nl^    ^JO       contract    for    a 
V^I^Q^^L    y  daily,  half-hour 

A^^I^^^Ar  #L      program.  Music 
^tK^^^^^^^y      of  the  Masters, 
M^H^^^I^HL      ventured  a  pre- 
^t        A  A        diction:    "This 

program  won't  || 
begin  to  be  felt 
for  about  18  months."  In  June  of  this 
year,  after  completing  our  phonograph 
record  inventory,  I  uncovered  these 
facts:  Our  record  business  showed  a  leap 
from  $2,000  in  1932  to  weU  over  $10,000 
this  year— and  most  of  it  in  serious  mu- 
sic! Our  program.  Music  of  the  Masters, 
deserves  the  credit. 

Music  of  the  Masters  is  a  program  of 
serious  music  drawing  for  its  material 
on  the  wealth  of  great  works  in  recorded 
form.  Before  Berkeley  (Calif.)  music 
lovers  heard  one  program,  its  policy  was 
firmly  defined  in  my  mind.  (That  policy 
has  not  been  altered  to  this  date.)  Music 
of  the  Masters  was  not  to  be  commer- 
cialized. 

During  the  first  year,  a  short  commer- 
cial plug  for  the  store  was  used  at  the 
end  of  each  program.  It  served  its  pur- 
pose, chiefly  to  establish  the  name  and 
address  of  the  Berkeley  Music  House. 
Music  of  the  Masters  was  not  to  be  in- 
terrupted in  the  midst  of  performances 
for  any  reason.  Symphonies,  concerti, 
overtures,  tone  poems,  quartets,  etc., 
have  always  been  presented  complete, 
just  as  they  would  be  at  a  formal  con- 
cert. Only  exceptions  have  been  in  cases 


284 


RADIO     SHOWMANSH  IP 


Selling 


iley  Music  House,  Berkeley, 

of  Waiting  and  Found  It 

am  Is  Now  in  Its  Ninth  Year 


of  extremely  long  works,  notably  operas. 
In  such  cases  the  work  has  been  present- 
ed on  consecutive  programs,  divided 
according  to  acts  or  movements. 

At  the  program's  outset  a  musical 
mentor  presented  a  brief  commentary 
on  the  work  to  be  performed.  Our  audi- 
ence turned  thumbs  down  on  this  phase 
of  the  program  after  the  first  year.  Berk- 
eley wanted  its  music  straight! 

So  passed  the  first  year.  The  second 
year,  sufficiently  impressed  with  our 
modest  results,  I  added  a  quarter  hour 
to  our  daily  program,  thereby  improv- 
ing its  quality  through  the  use  of  longer 
works.  Shucked  off  were  the  commen- 
tary and  the  commercial  plug,  except 
on  occasions  of  special  sales,  when  a 
word  to  that  effect  was  added. 

The  program  was  introduced  as  sim- 
ply as  this:  "The  Berkeley  Music 
House  presents  Music  of  the  Masters,  a 
program  of  great  music  from  records  by 
great  artists.  This  evening  we  hear  .  .  ." 
Included  are  title,  composer,  opus  num- 
ber, artists  performing,  tempo  markings 
of  titles  of  movements. 

The  45-minute  program  thus  contin- 
ued for  three  years.  Meanwhile  new 
faces  began  appearing  in  the  music 
store.  People  in  the  higher  income 
brackets  became  steady  customers,  buy- 


Managing  Owner  O.  M.  Smith,  Berkeley  Music  House, 
surveys  a  comer  of  his  stock  of  serious  music.  Large 
cabinet  is  devoted  only  to  albums  of  records  of  com- 
positions by  Bach  and  Brahms.  Small  cabinet  in  back- 
ground holds  a   few  of  the  modern  works. 


ing  good  recorded  music  in  considerable 
quantity.  The  stock  of  this  type  of  music 
began  to  grow. 

At  this  time  Stone-Pierce,  Inc.,  qual- 
ity furniture  store,  noting  the  growing 
reputation  of  Music  of  the  Masters  for 
dependability,  consistency,  good  taste, 
arranged  to  co-sponsor  the  program. 
Music  of  the  Masters  was  enlarged  to  a 
full  hour  concert  Monday  through  Sat- 
urday, with  a  Sunday  afternoon  3:00- 
4:00  P.M.  period.  Names  and  addresses 
of  the  sponsors  were  used  only  at  the 
conclusion  of  the  various  works. 

This  arrangement  continued  for  five 
years,  with  both  institutions  noting  fav- 
orable results.  Best  results  were  reported 
to  us  by  virtue  of  the  records  being  the 
best  self-plug,  but  the  furniture  store 
got  occasional  business  in  large  orders, 
such  as  complete  rooms,  even  complete 
house  furnishings. 

Last  February,  Music  of  the  Masters 
faced  a  new  crisis.  A  new  management 
in  the  furniture  store  decided  to  go  in 
for  a  lower  priced  field,  and  consequent- 
ly diverted  their  advertising  appropria- 
tion elsewhere.  The  total  cost  of  seven 
hours  a  week,  stiff  for  us  alone,  brought 
me  face  to  face  with  the  prospect  of  a 
musical  retreat  unless  a  new  co-sponsor 
could  be  found. 

Normally,  a  program  like  Music  of  the 


SEPTEMBER,      1941 


285 


Masters  is  not  a  mail  puller.  No  attempt 
is  made  to  get  mail,  and  a  satisfied  lis- 
tener to  serious  music  seldom  writes. 
Nonetheless,  evidence  was  needed  to 
submit  to  new  prospects. 

The  solution  was  this:  Our  forthright 
program  announcer  radioed  the  truth 
unvarnished.  In  one  announcement  each 
night  for  a  week,  he  told  the  radio  audi- 
ence that  a  new  sponsor  was  required, 
and  their  letters  would  help.  They  were 
asked  simply  to  write  if  they  thought 
the  program  should  stay  on  the  air.  To 
the  tune  of  3,000  mail  pieces,  listeners 
chorused  their  approval  of  Music  of  the 
Masters!  Quality  characterized  the  mail, 
which  represented  the  finest  segment  of 
the  local  population  of  the  East  Bay  and 
the  San  Francisco  side. 

After  that,  it  was  easy  coasting!  With- 
in a  fortnight,  the  program  had  a  new 
co-sponsor  —  Stephenson-Leydecker  & 
Co.,  Investment  Bankers  in  Oakland. 

The  program,  now  in  its  ninth  year, 
o^oes  on  much  as  before.  The  onlv  dif- 
ference  is  that  Stephenson-Leydecker 
have  a  45-second  institutional  message 
in  each  program,  offering  the  bank's 
services. 

Following  are  a  few  of  the  other  con- 
siderations in  the  success  of  Music  of  the 
Masters:  Artistic  taste.  A  musician  for 
many  years,  I  program  each  broadcast 
myself.  The  days  of  the  week  are  classi- 
fied, with  every  program  true  to  type: 
Sunday's,  17th  and  early  18th  century 
composers;  Monday's,  chamber  music; 
Tuesday's,  Wednesday's,  Thursday's, 
general  programs  of  symphonies,  con- 
certi,  shorter  works;  Friday's,  modern 
music;  Saturday's,  "pop"  concerts. 

Publicity.  Local  newspapers  have  been 
generous  with  unsolicited  praise  of  pro- 
gram's minimized  commercialism  and 
presentation  of  works  complete. 

Serious  music  can  win  a  host  of  loyal 
friends  in  the  right  cities  (any  commun- 
ity where  there's  evidence  of  musical  in- 
terest will  do)  if  the  sponsor  has  the  in- 
testinal fortitude  to  stick  to  it  and  never 
give  the  impression  that  his  commercial 
is  more  important  to  the  listener  than 
the  intrinsic  artistry  of  the  music.  Re- 
read the  first  paragraph  of  this  article 
for  proof  that  it  pays! 


SHOWMANSHIP 
IN  ACTION 


Those    extra   promotions    and    merchandising    stunts 
that  lift  a  program  out  of  the  ordinary. 


Shoes 

DAWSON'S    SPELLING    BEE     For   many 

miles  encircling  Owensboro  (Ky.) , 
Dawson's  Shoe  Store  harnesses  listener 
interest  with  an  old-fashioned  spelling 
bee.  Sixteen  high  schools  in  western 
Kentucky  and  southern  Indiana  provide 
fodder  for  this  barrage  of  words  by 
sending  spelling  teams  of  two  boys  and 
two  girls  to  Owensboro.  Avid  listeners 
supply  batches  of  questions.  As  the  teams 
garble  their  i's  and  e's,  they  are  elimi- 
nated in  tournament  fashion;  a  draw- 
ing for  opponents  is  held  and  a  bracket 
is  drawn  up.  Each  Tuesday  night,  the 
teams  meet  for  a  30-minute,  WOMI 
broadcast-bout  on  the  final  round,  the 
two  surviving  teams  meet  for  the  cham- 
pionship. 

Booty:  To  the  girls  on  both  teams 
participating  on  the  progiam,  the  spon- 
sor, last  year,  forked  up  peacetime  lux- 
uries of  silk  hose;  to  the  boys,  gifts  of 
like  value.  As  an  award  for  the  winning 
team,  sponsor  gave  20  dollars  in  cash, 
and  in  addition,  a  portable  radio  or  lug- 
gage to  the  individual  high  point  maker 
of  the  tomnament.  Scoring  was  con- 
ducted on  the  basis  of  one  point  for  the 
individual  and  his  team  for  each  word 
correctly  spelled. 

All  words  submitted  are  placed  in  a 
box  from  which  the  spelling-master 
draws  his  lists.  AVhen  a  list  is  completed, 
interlocutor  Earl  Dawson,  who  wallops 
home  his  own  commercials  on  the  pro- 
gram, announces  the  names  of  word 
senders,  each  of  whom  receive  diction- 
aries the  following  day. 


286 


RADIO      SHOWMANSHIP 


Word  pull:  As  many  as  125  per  single 
progi'am. 

AIR  FAX:    First  Broadcast:   October    1,    1939. 

Broadcast  Schedule:   Tuesday.   7:00-7:30  P.M.    (Con- 
tinues  for   15    weeks.) 
Preceded  By:    Owensboro   Today. 
Followed  By:   Ken-Rad  Tubeadors. 
Sponsor:   Dawson's  Shoe  Store. 
Station:   WOMI,   Owensboro,   Ky. 
Power:    250    watts. 
Population:    22,861. 

COMMENT:  According  to  sponsor  Daw- 
son, his  spelling  bee  is  the  best  interest- 
arouser  he  has  ever  used  in  advertising. 
It  capitalizes  on  one  of  the  essentials  of 
good  sho\vm3.nship— conflict ! 


Home  Furnishings 

THE  OLD  COUNTRY  STORE  While 
Mercury  perched  at  the  top  of  the  ther- 
mometer and  watched  the  populace  of 
Nashville  perspire  through 
the  baking  heat  of  Tennessee 
summer  days,  bulging  May- 
fair  Furniture  Co.  elevators 
hoisted  larky,  fun-loving 
crowds  to  the  store's  fifth 
Hoor  each  Saturday  afternoon. 
They  came  to  see  a  AVSIX, 
hour  long,  remote  broadcast 
of  strictly  hillbilly  dance  mu- 
sic and  two  black-faced  co- 
medians. Old  Country  Store's 
popularity  rojeets  another 
test:  It  is  station  AVSIX's  greatest  mail 
puller. 

Mayfair  Furniture  learned  a  lesson 
on  the  second  Saturday;  they  had  to 
clear  the  fourth  floor  for  the  benefit  of 
the  overflowing  crowd,  put  on  another 
show  there.  Since  that  time,  they  curb 
the  crowd  to  800  by  means  of  tickets 
obtainable  for  the  asking  at  the  May- 
fair  Furniture  Co.  any  time  during  the 
week.  AVhen  one  week's  supply  of  tickets 
has  been  given  out,  patrons  are  given 
tickets  for  the  following  Saturday. 

Firemen  are  on  hand  to  take  up 
tickets,  guard  the  safety  of  the  crowd. 
On  each  program,  sponsor  delivers  a 
brief  "thank  you"  message. 

air   FAX:    First  Broadcast:    March  22,    1941. 
Broadcast  Schedule:    Saturday,    1:45-2:45    P.M. 
Preceded    By:    Make    Believe    Theater. 
Followed  By:   Dance  Orchestra    (MBS). 


Competition:     Moments     of     Melody;     Vera     Brodsky 

(CBS). 

Sponsor:   Mayfair  Furniture   Co. 

Station:    WSIX,    Nashville,    Tcnn. 

Power:   250   watts. 

Population:    184,353. 

COMMENT:  Once  upon  a  time,  a  store- 
keeper kept  the  good  will  of  his  custom- 
ers by  a  cheery  personal  greeting  or  a 
cordial  handshake.  Expansion  and  bustle 
balk  the  old  ways.  For  modern  good 
will,  194rs  storekeeper  invites  folks  into 
the  store  for  an  hour  of  free  rambunc- 
tious entertainment. 


Tnfaaccns 

EDGEWORTH    DANCING    PARTY     One 

night  a  week,  sponsor  Larus  &  Brother 
Co.,  manufacturers  of  Edgeworth  To- 
bacco, send  a  dance  orchestra  trucking 
to  a  different  army  post  in  the  Rich- 
mond area.  Sponsor  rations 
out  an  evening's  jam  session 
to  the  men,  broadcasts  a  slice 
of  it  on  station  WRVA.  Spice 
of  the  program:  Service  men 
become  guest  singers  on  the 
show. 


air  FAX:  sponsor:  Larus  8C  Brother 
Co.,  manufacturers  of  Edgeworth  To- 
bacco. 

Station:   WRVA,   Richmond,   Va. 
Power:    50,000   watts. 
Population:    195,696. 


COMMENT:  Throughout  the  nation, 
businessmen  in  every  field  are  utilizing 
army  programs  to  foster  sales  at  home. 
It  seems  everyone  must  get  on  the  "pub- 
lic-service-program" bandwagon.  Fortu- 
nate is  the  sponsor  who  happens  to  have 
a  product  that  appeals  to  army  men  and 
a  program  that  goes  directly  into  the 
army  camp. 


Drug  Products 

THE  OPPORTUNITY  HOUR  Hidden 
behind  the  skirts  of  its  retail  drug  store 
outlets  in  the  St.  Louis  area,  pulling  the 
strings  as  deftly  as  a  marionette  manipu- 
lator, giant  McKesson  &  Robbins,  whole- 
sale drugs  and  sundries,  boosts  drug 
product  sales  with  KMOX-broadcast 
Opportunity  Hour.  To  the  ptiblic,  spon- 


SEPTEMBER,      1941 


287 


""^— — it HULL. 

"THFTlPWWHIHMVHfH/f?" 


B^.-s^ 


:il-'tur 


M,ir>. 


Popular  KMOX  amateur  show  Opportunity 
Hour  draws  multi-moppet  participants  each 
Saturday  morning.  They  are  watching  an- 
nouncer Jack  Garrison,  standing  beside  sound 
effect  cash  register  at  left,  and  announcer  Gay- 
lord  Avery,  seated  momentarily  beside  piano 
at   right. 


sorship  is  credited  to  the  retail  druggists 
of  the  St.  Louis  area. 

The  program  beckons  amateur  talent, 
largely  juvenile.  Many  participants  act 
as  representatives  of  the  retail  druggist 
in  their  neighborhood.  For  the  go-get- 
ting performer,  appearance  on  the  pro- 
gram is  only  the  initial  step.  Thereon, 
it's  a  feverish  race  to  pile  up  votes  se- 
cured in  exchange  for  purchases  of  10 
cents  each  at  drug  stores  blazoning  The 
Opportunity  Hour  banner.  Votes  are 
dropped  in  a  container  in  each  of  these 
stores;  sales  on  McKesson  &  Robbins 
products  rate  double  votes.  Every  Friday 
afternoon,  Western  Union  messengers 
deliver  the  satisfying  loads  to  KMOX 
for  tabulation. 

Displaying  smart  showmanship,  some 
astute  druggists  allow  contestants  to 
make  personal  appearances  in  their 
stores;  customers  then  make  purchases 
to  vote  for  the  act  just  performed  for 
them.  Other  enterprising  druggists  have 
included  their  neighborhood's  entry  in 
their  advertising  handbills,  have  urged 
customers  to  come  and  cast  a  vote  for 
their  contestant.  In  outlying  territory, 
some  druggists  hold  their  own  amateur 


elimination  contests  in  cooperation  with 
local  theaters.  The  prize:  A  trip  to  St. 
Louis  to  take  part  in  The  Opportunity 
Hour  auditions. 

Auditions  are  held  every  Wednesday 
evening  at  KMOX  studios,  where  those 
considered  sufficiently  talented  are 
picked  for  the  Saturday  show. 

What  the  Western  Union  boys  brought 
to  KMOX:  The  first  week,  132,000  votes: 
the  fifth  week,  292,000. 

AIR    FAX:    Broadcast   Schedule:    Saturday. 
Sponsor:   McKesson   &   Robbins. 
Station:    KMOX,    St.    Louis,    Mo. 
Power:   50,000  watts. 
Population:    1,141,593. 

COMMENT:  Because  McKesson  &  Rob- 
bins kicks  up  a  lot  of  business  for  drug- 
gists other  than  McKesson  &  Robbins 
products,  general  good-will  is  enhanced. 


Men's  Wear 

COMMUNITY     NEWS     ROUND-UP     For 

Straus  Clothing  Co.,  for  Valley  City's 
curious  citizens,  October  18,  1936,  was 
an  interesting  day.  Straus'  made  the 
initial  broadcast  of  strictly  local  news 
from  their  spanking-new  newsroom  lo- 
cated right  in  the  store.  What  w^as  then 
a  novelty  has  now  become  a  local  insti- 
tution. Voted  KOVC's  most  popular 
program.  Community  News  Round-Up 
has  local  merchants  fighting  for  avail- 
able openings  near  it. 

Announcer  Bob  Ingstad  splashes  the 
10-miniue  newsperiod  with  plenty  of 
local  color,  occasionally  includes  local 
interview's  on  timely  subjects.  Stunt: 
Public  is  invited  to  send  in  news  releases. 
Store  displays  tie  in  with  the  newscast. 

air   FAX:    First  Broadcast:    October    18,    1936. 

Broadcast    Schedule:    Monday    thru    Saturday,    12:40- 

12:50    Noon. 

Preceded  By:   Bulletin  Board  of  the  Air. 

Followed    By:    Mystery    Tunes. 

Sponsor:   Straus   Clothing   Co. 

Station:    KOVC,   Valley   City,   N.    D. 

Power:    250   watts. 

Population:    7,500. 

COMMENT:  Surveys  show  that  news 
programs'  biggest  audiences  are  men. 
Excellent  tie-up,  then,  is  the  use  of  a 
news  show  to  draw  traffic  right  into  a 
store  selling  men's  wear. 


288 


RADIO      SHOWMANSHIP 


PROOF  0' THE 


PUDDING 


Results  from  radio  programs,  based 
on  sales,  mails,  surveys,  long  runs, 
the  growth  of  the  business   itself. 


Bakeries 

SOUTHERN  PLANTATION  W^ay  down 
below  the  Mason-Dixon  line,  where  the 
tradition  of  the  old  plantation  is  as  firm- 
ly entrenched  as  a  weevil  in  a  cotton 
boll,  Durham  Baking  Co.,  producers  of 
Dixie  and  Made  Rite  breads  and  rolls, 
sponsor  peaceful,  hospitable,  lazy  South- 
ern Plantation.  In  a  tVDNC  survey  con- 
ducted February  last,  which  included 
CBS  network  as  well  as  local  shows. 
Southern  Plantation  ranked  fourth  in 
listener  appeal. 

Authored,  produced,  performed  bv 
WDNC's  Norfly  Whitted,  Southern 
Plantation  keeps  a  studio  audience  en- 
tertained for  30  minutes  each  Sunday 
evening.  The  cast  of  18,  with  the  excep- 
tion of  the  organist,  is  all  male;  the 
scene,  strictly  southern.  At  the  close  of 
the  day.  Uncle  Dave  (Norfly  AVhitted) 
invites  tired  hearts  seeking  rest  and 
peace  from  the  cares  of  the  long  day  to 
come,  to  the  mythical  plantation  for  the 
comfort  that  is  to  be  found  in  the  Songs 
of  the  Swaneers  (Quartet)  and  "Clif" 
and  his  boys  (Chorus)  .  Between  times. 
Uncle  Dave  dispenses  philosophy;  the 
announcer  dispenses  commercials.  For 
atmosphere:  The  theme,  Deep  River, 
and  the  old-fashioned  pump  organ 
which  accompanies  as  background  Uncle 
Dave's  improvisations. 

air    FAX:    First    Broadcast:    March    9,     1941. 
Broadcast  Schedule:    Sunday,    7:00-7:30    P.M. 
Preceded   By:    Meet   the   Band    (CBS). 
Followed   By:    World    News    Tonight    (CBS). 
Competition:    Reg'Iar    Fellows    (NBC). 
Sponsor:    Durham   Baking  Co. 
Station:   WDNC,   Durham,    N.   C. 
Power:    250   watts. 


Population:    52,037. 
SAMPLE   SCRIPT   AVAILABLE. 

COMMENT:  Setting  a  scene  and  a 
theme  for  musical  entertainment  adds 
interest.  If  you're  planning  to  sponsor 
a  series  of  musical  arrangements,  you'll 
find  a  few  words  can  bind  the  entire 
broadcast  period  together.  Imagine  if 
you  will,  that  your  entertainment  is 
being  played  in  a  music  hall,  a  ballroom, 
or  a  southern  plantation. 

Drug  Stores 

PANTAZE  NOVELTY  REVUE  Daytime 
variety  shows  have  gone  by  the  board 
for  the  most  part  both  as  local  and  net- 
work programs  because  of  the  expense 
involved  in  creating  one.  Outstanding 
network  exception  is  the  fast-moving, 
morning  variety  show.  The  Breakfast 
Club  (NBC-Blue)  which,  in  Radio 
Guide's  1940  Popularity  Poll  ranked 
first,  superseding  in  popularity  by  more 
than  double  votes  such  evening  variety 
shows  as  the  Boh  Hope  Show,  Jack  Ben- 
ny Show,  Town  Hall  Tonight,  Kate 
Smith  Hour,  etc. 

So  it  can  be  done  nationally,  and 
here's  proof  that  it  can  be  done  locally, 
too.  Two  years  ago,  in  Memphis,  Tenn., 
the  three  Pantaze  Drug  Stores  started 


At  work  preparing  another  Pantaze  Novelty 
Revue  are  left  to  right.  Bill  Fielding,  pro- 
ducer; Dorothy  Dwyer,  Little  Boy  Cedric;  Len 
McEwen,  musical  director;  Julie  Hies,  actress; 
and   Tony   Berander,   script  writer. 


SEPTEMBER,      1941 


289 


the  Pantaze  Novelty  Revue.  It's  still 
going  strong. 

The  program  features  music  by  the 
WMC  Staff  Ensemble,  comedy  by  Little 
Boy  Cedric  and  emcee-scriptor-producer 
Bill  Fielding,  songs  by  popular  local 
singers  of  note,  guest  speakers  from  Civic 
Clubs,  interviews  from  time  to  time  with 
itinerant  sports  celebrities.  Gags  are 
written  into  the  script  about  the  boys 
in  the  Ensemble;  occasionally,  they  are 
called  on  to  read  lines. 

Promotion:  All  of  sponsor's  newspaper 
copy  mentions  the  program  and  time. 
Sponsor  gets  additional  publicity  in 
news  and  radio  papers. 

AIR   FAX:   First  Broadcast:    1939. 

Broadcast  Schedule:  M-W-F,  11:30  A.M.- 12:00 
Noon. 

Preceded  By:  Vincent  Lopez'  Orchestra    (NBC). 
Followed   By:    Music. 

Competition:  The  Right  to  Happiness  (CBS  Dra- 
matic Serial);  Front  Page  Farrell  (MBS  Dramatic 
Serial). 

Sponsor:   Pantaze   Drug   Stores. 
Station:   WMC,  Memphis,  Tenn. 
Power:    5,000  watts. 
Population:   260,049. 
Agency:    Lake-Spiro-Shurman    Advertising    Agency. 

COMMENT:  Rare  spice  in  most  local 
radio  station's  schedules  is  the  daytime 
variety  show.  Like  Mother  Goose's  Mary, 
when  they're  good,  they're  very  very 
good;  and  when  they're  bad,  they're  hor- 
rid. 

A  good  variety  show  is  well  worth  that 
extra  effort  and  expense,  for  all  national 
surveys  have  shown  that  mixed  enter- 
tainment with  the  accent  on  comedy 
holds  all  top  listener  ratings. 


prize  is  a  free  pass  to  see  another  WCHS 
prime  sports  event  of  the  day,  it  covers 
the  entire  sports  world  on  each  byroad- 
cast. 

AIR   FAX:    First   Broadcast:    January    1,    1941. 

Broadcast    Schedule:    Monday    thru    Saturday,    5:55- 

6:00  P.M.,    10:15-10:20  P.M. 

Sponsor:   Dr.  Pepper  Bottling  Co.    ( for  Seven  Up ) . 

Station:  WSAV,  Savannah,  Ga. 

Power:  250  watts. 

Population:    130,000. 

COMMENT:  Typical  sports  broadcast  is 
the  15-minute  period  aired  during  the 
dinner  hour  or  late-evening.  Dr.  Pepper 
wanted  to  cash  in  on  both  these  times, 
used  two  five-minute  periods,  found  it 
could  lap  up  sales  doing  it. 

Groceries 

MYSTERY  MELODY  As  the  organ  plays 
for  15  minutes  on  Heekin  Baking 
Powder  Co's.  program,  listeners  have  a 
chance  at  more  than  their  music's  worth. 
All  numbers  are  announced  straight, 
with  the  exception  of  the  third,  the 
Mystery  Melody.  From  program's  start, 
announcer  pyramids  the  importance  of 
the  mystery  tune.  Listeners  are  told  to 
ready  themselves  with  pencil,  paper.  All 
they  have  to  do  is  guess  the  title  of  the 
Mystery  Melody. 


SPORTS  MONTAGE  Last  January,  spon- 
sor Dr.  Pepper  Bottling  Co.  of  Savan- 
nah, Ga.,  started  the  year  out  right  for 
one  of  its  soft  drink  products.  Seven  Up, 
by  buying  WSAV's  Sports  Montage— two, 
five-minute  periods  daily  except  Sunday. 
They  gambled  on  confining  all  their  ad- 
vertising to  these  programs.  Results: 
Program  prodded  Seven  Up  sales  80% 
above  corresponding  month  of  last  year! 

Using  INS  sports  coverage.  Sports 
Montage  presents  a  rapid-fire  series  of 
word  pictures  of  the  sports  news,  local 
and    national.    Always    underlining   the 


Prizes:  To  the  first  10  people  submit- 
ting the  correct  title  by  letter  are  sent 
one-pound  cans  of  Happy  Family  Bak- 
ing Powder;  the  next  20  letters  with 
correct  titles  get  passes  to  the  WCHS 
Old  Farm  Hour.  Outcome:  Mail  reached 
a  high  of  700  letters  per  program.  Spon- 
Beveraaes  ^^^  showmanized  Mystery  Melody  with 
spot  announcements,  window  cards  in 
grocery  stores. 


air  FAX:   First  Broadcast:   December   3,   1940. 
Broadcast  Schedule:   T-Th-S,    12:35-12:50  P.M. 
Preceded   By:    Esso  Reporter. 
Followed   By:    Daily   Mail    Newscast. 
Sponsor:    Heekin    Baking    Powder    Co. 
Station:    WCHS,    Charleston,    W.    Va. 
Power:   5,000  watts. 
Population:  80,996. 
Agency:    Midland   Advertising   Co.,    Cincinnati,    Ohio. 

SAMPLE   SCRIPT   AVAILABLE. 

COMMENT:    An    inexpensive    pep    pill 
for  your  musical  program! 

Interesting    and    appreciated    second 


290 


RADIO     SHOWM  ANSH  I  P 


pri/^e  is  a  free  pass  lo  see  another  WCHS 
radio  program.  This  is  a  neat  way  to 
"kill  two  birds  with  one  stone." 


Groceries 

SPELL  IT  AND  WIN  Like  grocers  the 
country  over,  Trio  Food  Mart  of  Kel- 
logg, Idaho,  wanted  to  sell  its  own  brand 
of  coffee,  unpackaged;  problem  was  to 
get  the  story  across  to  the  public.  Once 
again,  radio  proved  the  means! 

By  a  simple,  easy-to-produce  show, 
coffee  sales  were  increased  200%  in  the 
first  two  months,  and  at  the  end  of  the 
program  period,  sales  were  up  four  times 
over  what  they  had  been  before  the 
Trio  Food  Mart  went  on  the  air. 

Already  signed  up  for  the  next  school 
year,  Trio's  program  presents  a  group 
of  five  students  from  two  different  grades 
of  the  Kellogg  School  district  in  a  regu- 
lar spelling  bee  every  Thursday  after- 
noon for  a  half-hour  from  2:30  P.M. 
After  a  preliminary  warm-up,  five  stu- 
dents are  chosen  from  each  grade,  and 
under  the  supervision  of  their  own 
teachers  they  go  on  the  air.  The  teachers 
select  the  words,  grade,  and  judge  the 
contest.  Points  are  awarded  to  the  teams 
on  the  basis  of  10  points  per  word 
spelled  correctly;  and  then  when  a  word 
is  missed,  an  extra  value  of  10  points  is 
placed  on  that  word  until  someone 
spells  it  correctly. 

AIR  FAX:   First  Broadcast:   October,    1940. 

Broadcast    Schedule:    Thursday    2:30-3:00    P.M. 
Sponsor:   Trio   Food   Mart. 
Station:   KWAL,   Kellogg,    Idaho. 
Power:    250   watts. 
Population:    4,224. 

COMMENT:  Coffee  and  kids  have  never 
been  a  combination  fostered  by  school 
authorities,  but  spelling  bees  and  the 
fun  of  clean  competition  evidently  out- 
weigh the  slight  disadvantage  of  the 
former. 


Electrical  Appliances 

ODD  QUIRKS  IN  THE  NEWS  "Get  the 
'personality'  and  you'll  get  the  sales,"  is 
borne  out  by  results  obtained  in  using 
an  ace  local  air  personality  to  plug  Hot- 


AMERICA'S  BIGGEST 
LITTLE  RADIO  SHOW! 

It's  a  series  of  260  5-minute  scripts 
(with  about  Ij^  minutes  allowed  for 
commercials)  that  is  selling  more  mer- 
chandise and  services  than  any  other 
5-minute  radio  show  in  the  country! 
Minimum  contract  is  for  65  episodes. 
Available  to  only  one  sponsor  in  a  city. 

This  is  not  a  transcribed  series — but  is 
used  as  a  "live"  program,  requiring 
only  one  man  and  announcer  for  pro- 
duction. The  copy  tie-up  with  the  title 
enables  sponsors  to  give  audiences 
"something  to  think  about"  their  prod- 
uct and  services,  and  drive  the  message 
home. 

So7ne  of  the  sponsors  include: 
DENTYNE  GUM 

Station  WLW 5  times  weekly. 

MERCHANTS  &  EMPLOYES  BANK 

Station    KTRH 5  times  weekly. 

SINCLAIR  OIL  PRODUCTS 

Station    WFMD 5  times  weekly. 

Station    WSFA 5  times  weekly. 

HONOLULU  FINANCE  & 
THRIFT  CO. 

Station    KGMB 5  times  weekly. 

PAUL  BROTHERS 
OLDSMOBILE  CO. 

Station    WINX 3  times  weekly. 

VINCENNES  FEDERAL  SAVINGS 

&  LOAN 
Station  WOAV 5  times  weekly. 

Write  for  sample  scripts  and  full  data, 
including  combination  rate-card  order- 
form.  If  you  want  results  from  radio 
at  low  cost  —  investigate  "SOME- 
THING TO  THINK  ABOUT!" 

SPECIAL  FEATURES  SYNDICATE 

563  Northwestern  National  Bank  BIdg. 
MINNEAPOLIS.  MINNESOTA 


SEPTEMBER,      1941 


291 


POINT  Refrigerators  on  K\VKH,  Shreve- 
port,  La. 

Medium  used  by  popular  Jerry  Boze- 
man,  sports  commentator,  to  point  sales 
for  Interstate  Electric  Co.  is  "newsy" 
quirks.  There  has  been  flashy  coopera- 
tion with  newspaper  ads  and  dealer  dis- 
play cards  together  with  personal  ap- 
pearances by  Bozeman.  (One  retailer  re- 
ports person  asking  for  Jerry  Bozeman's 

HOTPOINT.) 

AIR  FAX:    Broadcast  Schedule:   Monday   thru  Saturday. 
1:00-1:05    P.M. 

Sponsor:   Interstate  Electric  Co. 
Station:   KWKH,  Shreveport,  La. 
Power:    50,000    watts. 
Population:    100,000. 

COMMENT:  Get  a  good  man,  work  out 
your  tie-ups;  the  subjects  that  people 
will  listen  to  are  legion.  This  proves 
again  that  good  merchandising  is  not 
due  to  a  single  factor  but  thoughtful  at- 
tention to  'details.' 


Home  Furnishings 

COOEY  BENTZ  CALLING  Dccade-long 
radio  users  Cooey  Bentz  Furniture  Co., 
AVest  Virginia's  largest  furniture  store, 
is  located  in  the  out-of-the-high-rent 
district  of  the  city  of  AVheeling. 

To  let  Mr.  and  Mrs.  Public  in  on  this 
important  sales  fact,  sponsor  employs  on 
station  AVA VVA  the  fast-mo\  ing  telephone 
quiz,  Cooey  Bentz  Calling.  And  accord- 
ing to  present  returns,  Cooey  Bentz 
will  keep  the  program  calling.  Success 
examples:  AVinning  an  18  dollar  mer- 
chandise award,  one  woman  walked  in- 
to the  store,  purchased  SI 80  worth  of 
furniture,  using  her  18  dollar  award  as 
a  do^vn  payment. 

Important:  Cooey  Bentz  merchan- 
dise awards  are  not  limited  to  applica- 
tion on  more  expensive  purchases;  it  is 
stressed  on  the  program  that  winners 
will  receive  the  amount  in  merchandise 
which  they  have  won  merely  by  stopping 
in  at  the  store.  Despite  this  fact,  sponso) 
reports  that  in  almost  every  case  the  win- 
ner of  a  merchandise  award  purchases 
something  of  considerably  more  vahie 
than  the  merchandise  credit  which  he 
has  been  given. 

In  one  case,  a  woman  who  answered 
a  (ju  est  ion  correctly  and  therefore  "^von 


an  award,  received  90  telephone  calls 
from  friends  and  listeners  from  the  time 
the  program  went  off  the  air  until  mid- 
night, congiatulating  her  on  her  good 
fortune. 

Qiiiz  procedure:  Emcee  Lou  Clawson 
and    an    assisting    telephone    operator 
work  together.  Clawson  has  beside  him 
a  city  telephone.  The  operator  calls  four 
numbers  selected  from  telephone  direc- 
tories of  towns  within  50  miles  of  ^Vhecl- 
ing.   If   the   number   called  receives   no 
ans-\ver  or  a  busy  signal,  Clawson  calls 
the  number  immediately  below  it  in  the 
telephone   book.   Two   cash   prizes   and     ] 
two  merchandise  prizes  are  awarded  on     \ 
each  broadcast.  If  the  person  called  is 
unable    to   answer   the   question   which     , 
quizzer  Clawson  puts  to  him,  the  amount     , 
of  cash  or  merchandise  award  is  carr'cd     i 
over  to  the  next  program  so  that  awards     ; 
build  up  to  sizable  proportions. 

Punch  program  opener:  A  vocal  theme 
simulating  a  telephone  operator  calling 
all  listeners,  making  the  connection  for 
Lou  Clawson  to  speak  to  them. 

air   FAX:   First  Broadcast:    December   30,    1940. 
Broadcast   Schedule:    M-W-F,    7:30-7:45    P.M. 
Preceded  By:  Best  of  the  Week    (NBC).  \ 

Followed   By:    News.  j 

Competition:    News.  ] 

Sponsor:    Cooey   Bentz    Furniture   Co. 
Station:    WWVA.    Wheeling.    W.    Va. 
Power:    5,000   watts. 
Population:   73,974. 

COMMENT:  In  putting  over  this  type 
of  progi'am,  many  sponsors  make  the 
mistake  of  interspersing  musical  nimi- 
bers.  Sponsor  Cooey  Bentz  found 
through  experience  that  telephone  quiz 
calls  can  not  be  rushed.  All  music,  ex- 
cepting a  chaser  at  the  end,  was  elimi- 
nated. 

It  is  not  always  wise  to  judge  a  pro- 
gram's merit  by  size  of  mail  pull.  Often 
the  type  of  the  award  determines  the 
extent  of  returns.  Cash,  of  course,  is 
number  one  magnet,  but  merchandise 
certificates  may  draw  in  more  good  pros-  I 
pects.  . 

Newspapers    | 

DOROTHY  DIX  Back  in  1934,  w^ien 
front  page  headlines  were  screaming  de- 
pression panic,  a  sprightly,  authoritative 


292 


RADIO      SHOWMANSHIP 


expert  on  the  inside  woman's  page  was 
dealing  with  the  endless,  changeless,  baf- 
fling upsies  and  dazies  of  the  love  enig- 
ma. It  was  then  the  Philadelphia  Pub- 
lic Ledger  newspaper  brought  famed 
heart-throb  adviser  Dorothy  Dix  to  the 
WFIL  airwaves  in  three,  complete,  15- 
minute  dramatizations  per  week,  based 
on  actual  letters  received  by  her.  Now 
in  graying  1941,  while  front  page  head- 
lines shriek  a  new  cacophany,  Dorothy 
Dix  quietly  chalks  up  some  2,400  broad- 
casts of  love  advice. 


AIR   FAX:    First   Broadcast:    1934. 

Broadcast   Schedule:    M-W-F,    10:30-10:45    A.M 
Preceded  By:   News;    Solo  Vox   &   Piano. 
Followed    By:    Toastchee    Time    (NBC). 
Competition:    Dailing    for    Dollars. 
Sponsor:    Philadelphia    Evening    Public    Ledger. 
Station:    WFIL,   Philadelphia,   Pa. 
Power:    1,000  watts. 
Population:    1,935,086. 

COMMENT:  For  circulation  buildup, 
the  wise  old  Philadelphia  Evening 
Public  Ledger  appeals  to  the  women- 
folks by  wielding  that  potent  weapon, 
human  emotion. 


YOURS  FOR  THE  ASKING 

Address   Radio  Showmanship  11th  at  Glenwood,   Minneapolis,   Minn. 

Please  enclose   10   cents   in   stamps   to   cover   the   cost  of   mailing   and   handling. 

SAMPLE  SCRIPTS  AVAILABLE 


Automobiles — Mr.     Yes     and     No      (sec 

Sept.   issue,   p.    32). 
Auto    Supplies — Jack,     the    Tire    Expert 

(see  May  issue,   p.    135). 
Bakeries — Musical    Arithmetic     (see    Feb. 

issue,  p.   72). 
Bakeries — Southern    Plantation    (see    Sep- 
tember issue,   '41,  p.  289). 
Beverages — Pigskin   Prevue    (see  July  is- 
sue,  p.   222). 
Building     Materials — Homers     at     Home 

(see  Feb.  issue,  p.   58). 
Chiropractic — The  Good  Health  Program 

(see  March- April  issue,  pp.  110,  112). 
Dairy  Products — Junior  Town    (see  Dec. 

issue,  p.    136). 
Dairy   Products — Kiddie    Quiz    (see   July 

issue,  p.  214). 
Dairy  Products — Young  American's  Club 

(see  Nov.  issue,  p.    110). 
Department  Stores — Hardytime  (sec  Sept. 

issue,  p.   35). 
Department     Stores — The     Pollard     Pro- 
gram   (see  August  issue,  p.  238). 
Department  Stores — Woman's  Hour   (see 

June  issue,  p.   178). 
Drug     Stores — Five     Years     Ago     Today 

(see  Dec.   issue,  p.    146). 
Finance — Jumping      Frog      Jubilee       (see 

August  issue,   p.    253). 
Finance — Saga    of    Savannah     (see    June 

issue,    p.    187). 
Finance — Something      to      Think      About 

(see  August  issue,   p.  245). 
Flowers — An   Orchid   to   You    (see   Sept. 

issue,  p.  35). 
Fuel — Smoke    Rings    (see   Dec.    issue,    p. 

126). 
Furs — Cocktail   Hour    (see  August  issue, 

p.  258). 
Gasoline — Home  Town  Editor    (see  Oct. 

issue,  pp.  73,  74). 
Gasoline — PDQ    Quiz    Court     (sec    Dec. 

issue,  p.    134). 
Groceries — Food   Stamp   Quiz    (see  Sept. 

issue,  p.   33). 
Groceries — Matrimonial      Market      Basket 

(see  Dec.  issue,  p.   154). 
Groceries — Mystery     Melody      (see     Sep- 
tember issue,   '41,   p.   290). 


Groceries — Mystrce  Tunes  (see  June 
issue,  p.   162) . 

Groceries  (Wholesale) — Hoxie  Fruit  Re- 
porter   (see  Jan.  issue,  p.   34). 

Groceries  (Wholesale) — Market  Melodies 
(see  Oct.  issue,  pp.  73,  74). 

Groceries  (Wholesale) — Women's  News- 
reel  of  the  Air  (sec  Oct.  issue,  p. 
63). 

Laundries — Rock-a-bye  Lady  (sec  Feb. 
issue,   p.    47). 

Men's  Wear — Hats  Off  (sec  June  issue, 
pp.   178,    183). 

Optometry — Good  Morning,  Neighbors 
(see  Jan.  issue,  p.  35). 

Shoes — Campus  Reporters  (see  August 
issue,    p.    251). 

Shoes — Mr.  Fixer  (see  June  issue,  p. 
148). 

Sporting  Goods — Alley  Dust  (see  June 
issue,  p.    177). 

Women's  Wear — Melodies  and  Fashions 
(see  Nov.  issue,  p.  112). 

SAMPLE    TRANSCRIPTIONS 

Betty   and   Bob    (see  Oct.   issue,   p.    53). 

Captains  of  Industry  (see  September  is- 
sue, p.  284). 

The  Enemy  Within  (see  Jan.  issue,  p. 
18). 

The  Face  of  the  War  (see  May  issue, 
p.    125). 

Fun  With  Music  (see  June  issue,  p. 
162). 

Getting  the  Most  Out  of  Life  Today 
(see  July  issue,  p.   196). 

Little  by  Little  House  (see  May  issue, 
p.    128). 

Mama  Bloom's  Brood  (see  August  issue, 
p.    248). 

Pinocchio    (see   Sept.    issue,   p.    11). 

Secret  Agent  K-7  (sec  Sept.  issue,  p. 
35). 

Sonny    Tabor    (see    May    issue,    p.    140). 

Superman    (see  September  issue,  p.  271). 

Stella   Unger    (sec  Feb.   issue,   p.    56). 

Streamlined  Fairy  Tales  (see  March- 
April  issue,  p.  90). 


SEPTEMBER,      1941 


293 


SHOWMANSCOOPS 

RADIO   SHOWMANSHIP   welcomes   unusual   photographs   of   merchandising 
stunts  used  by  businessmen  to  promote  their  radio  programs.  One  dollar  will 
be   paid    for  pictures   accepted.    If   you   wish   photographs    returned,    please   in- 
clude self-addressed,  stamped  envelope. 


left   .   .   .   British  War   Relief  Society  n» 
WHN     songstress     Gloria     Whitney  i 
Thumbs     Up     Girl     in     their    drive    to 
Thumbs     Up    pins.    For    the    campaign 
tion   WHN    (New   York   City)    donated 
show    weekly.    Miss    Thumbs    Up    interv  i 
topnotch    movie     stars,     appears     in    cou  i 
clubs,   makes   the  rounds  in  special  costij 
Here    she    is    shown    at    the    mike    with 
enrollee,   Merle  Oberon. 


below  .  .  .  BBD&O  officials  join  a  "fai 
group"  tintype  taken  after  the  initial  bn 
cast  of  old-tyme  variety  program.  Those  n 
the  Days.  Sponsor  is  GRIESEDIECK  BR 
BREWERY.  Standing  (left  to  rigl 
"Cindy"  Martin  (Bonnie  King),  soubrc 
Lee  Williams,  BBD&O,  Chicago;  Roy  SI 
non,  sponsor's  ad  manager;  Jim  Dougl 
KMOX  producer;  James  Cominos,  BBD£ 
and  Patsy  Woodward,  comedienne.  Seaij 
Bert  Granville,  lyric  tenor;  Harry  Chest 
emcee;    and   Bill    Rader,    comedian. 


/^ 


^^ 


i       .    ik 


'"% 


\m%. 


I 


lop  .  .  .  Announcer  of  WWL's  Shut-in-Shepherd 
program  (New  Orleans)  Mrs.  Camilla  Frank  pre- 
sents 13-year-old  Burgets  LaBauve  with  a  25-dollar 
check  after  her  Monday  morning  broadcast.  Via  her 
program,  Mrs.  Frank  provided  young  LaBauve  with 
a  wheel  chair  and  25  dollars  to  buy  crutches,  shoes, 
transportation  for  treatments.  Program  is  designed 
to  buoy  up  courage  of  shut-ins  throughout  the  deep 
South. 


center  .  .  .  Full-fledged  WRDW 
radio  user  is  Augusta  (Ga.)  big  de- 
partment store,  J.  B.  WHITE.  Its 
current  programs:  Two-year-old 
Shopper's  Guide,  Daily  Morning 
Newscast,  plus  news  flashes  through- 
out the  day  as  they  are  received 
through  UP  news  service.  Progres- 
sive J.  B.  WHITE  store  links  all 
its  promotions.  Illustrated  is  a  win- 
dow display  covering  all  of  its  radio 
features. 


f  «r 


lower  left  .  .  •  Salesman  Bob 
Goodman  receives  a  contract  re- 
newal for  spot  announcements 
from  Mrs.  M.  A.  Krum,  KRUM 
TURKEY  FARM,  Castro  Valley, 
Calif.  KROW  (Oakland)  proved 
that  turkeys  can  be  sold  direct  from  the  farm  to  the  con- 
sumer. Sponsor  doubled  her  usual  Thanksgiving  sales  over 
last  year,  attributes  the  rise  directly  to  radio.  Radio  had 
the  added  task  of  instructing  the  public  how  to  reach  the 
farm,  an  out-of-the-way  spot,  15  miles  from  Oakland. 
The  difference  in  price  between  Krum  turkeys  and  those 
sold  in  stores  is  only  five  cents  a  pound,  but  the  oral  de- 
scription of  the  benefits  of  buying  directly  from  the  pro- 
ducer brought  customers  from  as  far  away  as  San  Fran- 
cisco,   30    niiles    across    the    Bay. 


WHAT  THE  PROGRAM  DID  FOR  MEl 


This  is  the  businessman's  own  department.  Radio  advertisers  are  invited  to  exchange 
results  and  reactions  of  radio  programs  for  their  mutual  benefit.  Address  all  letters  to 
What  the  Program  Did  for  Me,  Radio  Showmanship,  11th  at  Glenwood,  Minneapolis,  Minn. 


Produce 

GRADY  COLE'S  SUNDAY  FARM  CLUB 

"Around  the  first  of  tfie  year  I  was  per- 
suaded, against  my  better  judgement,  to 
assume  financial  control  and  active  man- 
agership of  Leonard's  Hatchery,  Char- 
lotte. I  say,  'against  my  better  judge- 
ment' because  through  a  series  of  un- 
fortunate incidents,  this  establishment 
had  not  only  lost  most  of  its  former  busi- 
ness, but  even  worse,  had  sustained  a 
rather  bad  reputation  among  its  former 
customers.  You  know,  as  well  as  I,  that 
it  is  a  great  deal  harder  to  revive  a  busi- 
ness that  has  been  allowed  to  degenerate 
completely  than  it  is  to  start  with  an 
absolutely  fresh  organization  and  a  new 
name— even  with  Fox  System  Quality 
Baby  Chicks! 

"I  decided  to  sponsor  a  quarter-hour 
block  (7:45-8:00  A.M.)  of  Grady  Cole's 
Sunday  Farm  C/m&— realizing  too,  that 
such  an  early  hour  on  Sunday  morning 
was  indeed  an  acid  test  for  the  selling 
power  of  radio.  I  believe  I  am  the  first 
radio  advertiser  in  the  country  to  use 
so  early  a  time  Sunday  morning  for  pre- 
sentation of  a  sales  message. 

"But  here's  the  real  story.  Since  Feb- 
ruary 16,  when  Fox  System  Chick's  one- 
quarter  hour  a  week  program  began, 
business  at  Leonard's  Hatchery  has 
steadily  been  on  the  upgrade.  It  would 
be  misleading  to  state  the  tremendous 
percentage  of  actual  increase,  since  I've 
already  mentioned  that  when  we  began, 
business  was  practically  nil.  Suffice  it  to 
say  that  we  are  now  operating  at  peak  ca- 
pacity, and  really  having  difficulty  keep- 
ing pace  with  new  orders  being  booked 
daily.  Remarkable,  too,  when  you  con- 


sider that  'Fox  System  Chicks  are  Qual- 
ity Chicks,  selling  at  Premium  Prices!' 
P.  S.  We  have  just  been  tabulating  mail 
response.  Thought  you  might  be  inter- 
ested in  these  figures:  To  this  date 
(April  11)— 8  programs— 3,184  inquir- 
ies, and  320,000  chicks  sold!" 

Charles  G.  Fox 

President 

Fox  System  Chicks 

Leonard's  Hatchery,  Charlotte,  N.  C. 

Raleigh  Hatchery,  Raleigh,  N.  C. 


air  FAX:  Second  climax.  Two  weeks  after  the  above 
letter  was  penned,  emcee  Grady  Cole  snatched  a 
minute  to  ask  his  audience  to  send  in  an  approp- 
riate name  for  the  FOX  SYSTEM  CHICK  in  the 
trade  mark.  Listeners  had  until  Wednesday,  April 
30,  to  send  in  their  names.  Prize  offered  was  100' 
FOX  SYSTEM  CHICKS.  This  one-minute  announce- 
ment, made  one  time  only,  without  any  previous 
build-up  whatsoever,  yielded  1,643  letters!  Two- 
hour-long  Grady  Cole  Sunday  Farm  Club  features 
farm  news,  notes,  market  information,  organist  Clar- 
ence Etters,  Rangers  Quartet,  Oklahoma  Sweethearts 
(singing  duo   with   guitar),   and   guest   artists. 

The   brief   chatty   commercials    are   woven   into   the 
program   continuity,    emphasize   FOX   SYSTEM   qual- 
ity,   the  value   of   starting  a   flock   with   quality  rather 
than    cheaper    or    inferior    chicks.    Listener    is    shown 
where   quality    fowl   at   a   higher  price   are   more  eco- 
nomical   in    the    long    run.    They    are    requested    to 
write    for    The   Proper    Care   of    Baby    Chicks   written 
by   the   president   of   FOX   SYSTEM    CHICKS,   who 
is  an  authority  on  the  subject. 
First   Broadcast:    February    16,    1941. 
Broadcast  Schedule:   Sunday,    7:45-8:00  A.M. 
Sponsor:    Leonard's    Hatchery. 
Station:   WBT,   Charlotte,   N.   C. 
Power:    50,000    watts. 
Population:   82,675. 

COMMENT:  Select- 
ing the  right  time 
for  your  message 
is  of  utmost  im- 
portance. Best 
guide  is  studying 
the  habits  of  the 
listeners  you  want 
to  reach.  In  this  instance,  agriculturists 
are  up  and  doing  bright  and  early.  Fox 
showed  astuteness  in  glauming  on  to  this 
hour. 


296 


RADIO     SHOWM  ANSH  I  P 


JOHNNY 
ON  THE  SPOT 


If  you  use  spot  announcements,  you'll  be  interest- 
ed  in   the  news,   reviews,   and   tips   in  this   column. 

You  can  be  certain  that  local  sponsors 
are  quick  to  follow  trends  set  by  na- 
tional advertisers.  This  has  been  espe- 
cially true  of  short  spot  announcements. 
Carters,  Ford,  Pepsi-Cola,  and  other 
national  leaders  started  the  vogue  for 
transcribed  musical  and  dramatic  spots 
some  time  ago,  and  now  leading  tran- 
scription producers  are  supplying  local 
businessmen  with  syndicated,  one-min- 
ute announcements— 30  seconds  devoted 
to  the  dramatic  or  musical  introduction, 
30  seconds  to  your  own  localized  sales 
message. 

Following  are  the  business  fields  now 
covered  by  the  better  transcription  pro- 
ducers. If  yours  is  one  of  them,  write  to 
Radio  Showmanship  for  more  complete 
information.  Address:  Johnny -on -the - 
Spot,  Radio  Showmanship,  11th  and 
Glenwood,  Minneapolis. 


BUSINESS  FIELDS 
Auto  Loans 
Bakeries 
Dairies 
Dry  Cleaners 
Furniture 
Furriers 
Jewelry 


Laundries 

Loan  Companies 

Men's  Clothing 

Optometrists 

Used  Car  Dealers 

Women's  Clothing 


GENERAL  RETURNS 

Classified  by  time  units  are  the  best 
locally-sponsored  spot  campaigns. 


O 
O 

o 

(D 


20  word  announcements 
50  word  announcements 
100-125    word    announcements 


150  word  participating  spot 


10% 

28% 

53% 

9% 

Total     100% 


New  York's  Popular 

HOTEL 

LINCOLN 


44th  TO  45th  STS.  AT  8th  AVE. 

1400  ROOMS 
from 


»3 


Each  with  Bath,  Servidor, 
and  Radio.  Four  fine  res- 
taurants   acclaimed    for 


cuisine. 


MARIA  KRAMER 

PRESIDENT 


John  L.  Morgan 
Gen.  Mgr. 


HOTEL  EDISON 

Same  Ownership 


IN    THE    CENTER   OF 
MID-TOWN  NEW  YORK 


SEPTEMBER,      1941 


297 


TRENDS 


A  rating  of  program  patterns  based  on  a  special  survey  of 
outstanding,  locally  sponsored  radio  programs  throughout 
the  country.  Let  the  TREND  of  these  ratings,  month  to 
month,  be  your  guide  to  better  buying. 


PROGRAM  RATINGS,  JULY,  1941 


Type                    Rating 

Last 
Month 

Change 

MUSIC 

.311 

.318 

-.007 

NEWS 

.224 

.222 

+  .002 

QUIZ 

.125 

.122 

+  .003 

TALKS 

.085 

.084 

+  .001 

INTERVIEWS 

.079 

.078 

+  .001 

SPORTS 

.070 

.068 

+  .002 

DRAMA 

.053 

.055 

-.002 

COMEDY 

.053 

.053 

TOTAL 

1.000 

1.000 

To  get  an  even  more  accurate  picture 
of  the  trend  of  locally-sponsored  radio 
programs,  we  have  carried  mathematical 
compilations  out  to  the  thousandth 
place.  This  will  enable  us  to  catch  val- 
uations within  a  tenth  of  a  per  cent. 

THIS  MONTH 

Biggest  single  rise  was  recorded  in  the 
trend  of  quiz  shows.  Since  way  last  Oc- 
tober, quiz  shows  have  shown  a  steady 
increase.  Let's  peek  behind  the  figures 
once  again  and  try  to  uncover  the  rea- 
sons for  this  rise. 

Only  news  shows  have  shown  as  high 
an  increase  over  this  same  10  months' 
period.  Perhaps  that  accounts  for  the 
success  of  Dodge  City  Co-op  Exchange's 
Battle  of  Headlines  over  KGNO,  Dodge 
City,  Kans.  This  quiz  show  features 
questions  from  the  current  news. 

Alexander  Bell  discovered  the  tele- 
phone quite  a  few  years  ago,  but  it  seems 
that  today  radio  sponsors  are  discover- 
ing some  new  uses  for  his  invention. 
Horace    Heidt    started    phone    ringing 


with  his  Pot  O'  Gold.  Now,  there  are 
some  entirely  new  variations  of  quiz 
shows  featuring  the  telephone.  Hudgins- 
LuHRiNG,  used  car  dealers  in  Newport 
News,  Va.,  have  one  of  the  most  popu- 
lar of  these  quiz  shows  over  Station 
WGH.  It's  called  Repeat  It,  Please,  and 
all  the  participants  have  to  do  is  listen 
to  the  radio  and  repeat  what  they  hear, 
if  they  are  called. 

Elaborately  produced  quiz  shows  like 
Albers  Super  Market's  Mystree  Tunes 
over  WKRC,  Cincinnati,  are  also  ex- 
tremely successful  according  to  our  sur- 
vey returns. 

What  does  all  this  mean?  Simply  this: 
(We've  said  it  before  and  we  say  it 
again.)  Qiiiz  shows  have  to  be  different 
to  be  good.  If  you're  planning  to  spon- 
sor a  quiz  show  this  fall,  don't  expect 
immediate  success  just  because  you  ask 
a  few  questions  and  get  a  few  answers. 
Look  for  a  brand  new  approach,  or  fol- 
low the  experience  of  successful  pro- 
grams in  other  towns  that  have  some- 
thing new  to  offer  your  town. 


QUIZ   SHOWS — OCT.-FEB. 


.090      .090 


.100      .100 


.110 


OCT.     NOV.      DEC.      JAN.       FEB. 


QUIZ  SHOWS — MAR.-JULY 


.122      .:125 


MAR.      APR.      MAY     JUNE     JULY 


298 


RADIO     SHOWM  ANSH  IP 


>;r;r«-'" 


at  vour  ftng^'^- 

Jne  F.I.  Bmd      a  glance  t;?cial  intere^ 
vou  can  teU  nal  ot  ^^^^^enieni  com 

Iditions  ca^Y  "     ^^-^  the  con^     -gj  in  per- 


sGo  ahead  and  cut  out  the  coupon!  Don't 
worry  about  ruining  the  magazine  cover; 
we'll  send  you  a  new  copy  for  your  file. 


GeniVetnen: 


Send 


1  «an>  ^^r;,\„'  Sho«mansWp 


.Vien 


CbecVt  enci  .... 


d. 


"Same  .  • 
Address  .  • 

position 
City  •  •  •  • 


State 


FB-l 


IN  NEXT  MONTH'S  ISSUE  OF 


s 

^^j^FHOWMANSHIP,  Publicity  Director  Russell  E.  Risley, 
Schuster's  Department  Store,  Milwaukee,  describes  its  amazing  1 1  -year- 
old  Christmas  promotion,  Billie  the  Brownie,  which  pulls  50,000  letters 
and  turns  the  whole  town  topsy-turvy.  Plus  a  host  of  tested  Christmas 
promotions  as  used  by  clothiers,  jewelers,  grocers,  banks,  etc.    it    it    if 


>  ^\^« 


IN  THIS  I^tt.  . .  PROGRAMS  AND  PROMOTIONS  FOR 

Bakeries    *    Beverages     *     Dairies     •     Drug  Stores     *     Electrical 


Appliances     *     Home  Fornishings 


Hestaurants 


Sporting 


Goods      *     Theatres     «      Plus  Six  Pages  About  Department  Stores! 

SPECIAL  CHRISTMAS  PROMOTIONS 


YOUR  BUSINESS  AT  A  GLANCE 


An  index,   classifying  by  businesses  the  various   articles  and   services    in   Radio   Showmanship. 
It's  the  quick  way  to  find  out  what  others  in  your  business  field  are  accomplishing  through  radio. 


OCTOBER 


Business 

Bakeries 
Beverages 
Dairies .  . 


PAGE 

320,  329 

329,   330 

322,   328,   332 


Department 

Stores  312,  314,  320,  323,  324,  325 

Drug    Stores  333 

Electrical    Appliances  332 


Business  PAGE 

Home  Furnishings  326,  328 

Music    Stores  306 

Merchant's  Associations  319 
Restaurants                          325,  329,  330 

Sporting    Goods  326 

Sustaining  310,  317 

Theatres  327,  328 


SEPTEMBER 


Business  PAGE 

Automobiles 272 

Bakeries  289 

Beverages  290,  294 

Candies  278 

Department   Stores  295 

Drug    Products  287 

Drug    Stores  289 

Electrical   Appliances  291 

Finance  280 


Business  PAGE 

Groceries  275,  291 

Home  Furnishings  287,  292 

Men's  Wear  282,  288 

Music   Stores 284 

Newspapers 292 

Produce  295,    296 

Shoes  286 

Tobaccos 287 

Women's  Wear  282 


'<•  jiiNo  bUiVirANY,  ING 

80  ROCkEFiLLER  PUZA,  N 


CONTENTS 

OCTOBER    1941 

VOL.  2  NO.  9 


Editorial  Advisory  Board 
Radio 

Herbert  Pettey 


Ralph  Atlass 
William  Dolph 
Henry  Johnston 
Glenn  Snyder 
Philip  Lasky 
Roger  Clipp 
J.  Harold  Ryan 


New  York 
Chicago 
IVashington 
Binningham 
Chicago 
San  Francisco 
Philadelphia 
Toledo 


Business 

Lorenzo  Richards 

Ogden,  Utah 
GusTAV  Flexner 

Louisville 
J.  Hudson  Huffaj^d 

Bluefield,  Va. 
Maurice  M.  Chait 

Peoria,  III. 
Frank  J.  Ryan 

Kalamazoo,  Mich. 
Allen  C.  Knowles 

Cleveland 

Editor  and  Publisher:  Don  Paul 
Nathanson  and  S.  H.  Kaufman. 
Managing  Editor:  Tod  Williams.  As- 
sociate Editors:  Norman  V.  Carlisle, 
Harold  Kahm,  Paul  Hellman.  Re- 
search Director:  Marie  Ford.  Busi- 
ness: X.  Lunde.  Circulation:  T.  Kay. 

Published  by  Showmanship  Publi- 
cations, Minneapolis,  Minn.  Subscrip- 
tion rate:  $2.50  a  year,  25c  a  copy. 
Address  editorial  correspondence  to 
Showmanship  Building,  Eleventh  at 
Glenwood,  Minneapolis,  Minn.  Tele- 
phone:  Bridgeport  6228. 

Copyright  1941,  by  Showmanship 
Publications,  publishers  of  Radio 
Showmanship. 


Music  Sales  Thru  the  Air 306 

John  W.   Jenkins   III 

Nine  straight  years  before  capacity 
audiences— that's  the  record  of  Jen- 
kin's  Music  Company's  Kiddies' 
Revue! 


Calling  All  Camps 310 

Here's  the  story  of  one  of  the  first 
local  radio  shows  designed  for  the 
boys  in  army  camps. 

Store  in  the  Sky 312 

No  more  remarkable  story  has  ever 
been  told  on  these  pages  than  the 
story  of  Burt's,  the  department  store 
that  radio  built. 


Ten  Years  of  Billy  the  Brownie 
Paul    Hellman 


314 


How  a  radio  show  and  parade  have 
boosted  the  Christmas  sales  of 
Schuster's  three  Milwaukee  depart- 
ment stores. 


Kid  Show  Extraordinary 317 

The  interest  in  U.  S.  defense  has  be- 
come the  theme  for  a  top  notch 
children's  program. 


OCTOBER,      1941 


303 


5B 


Christmas  Sugar  'n  Spice ...  .319 

An  RS  Air  Analysis 

The  adventures  of  the  Barton  Twins 
are  the  basis  for  a  dramatic,  tran- 
scribed quarter-hour  Christmas  pro- 
gram for  children. 

Christmas    Promotions 323 

To  help  you  get  the  most  out  of 
radio  in  the  peak  retail  buying 
months,  here  is  a  collection  of  suc- 
cessful merchandising  stunts  and 
programs  used  last  Christmas. 

Proof  O'  the  Pudding  326 

Results  from  radio  programs,  based 
on  sales,  mails,  surveys,  long  runs, 
the  growth  of  the  business  itself. 

Showmanscoops 328 

Photographic  review  of  merchandis- 
ing stunts,  and  the  personalities  be- 
hind them. 


Showmanship    in   Action 330 

A  collection  of  those  extra  promo- 
tions and  merchandising  ideas  that 
lift  a  program  out  of  the  ordinary. 

Yours  for  the  Asking 331 

A  listing  of  sample  scripts  and  tran- 
scription availabilities  on  programs 
reviewed  in  this  and  preceding  is- 
sues. 

What  the  Program  Did  for  Me 332 

This  is  the  businessman's  own  de- 
partment. Here,  the  radio  advertis- 
ers of  the  nation  exchange  results 
and  reactions  of  radio  programs  for 
their  mutual  benefit. 

Trends  333 

A  rating  of  program  patterns  based 
on  a  special  and  continuous  survey 
of  outstanding,  locally-sponsored 
radio  programs  throughout  the 
country. 


miRRY  CHRISTHIHS 


It  s  a  Little  Early  for 

Christmas  Greetings.  But 

Not  Too  Early  To  Audition 

THE  BEST  CHRISTMAS  SHOW 
YOU'VE  EVER  HEARD! 

SO  EXCEPTIONAL  •  SO  AMUSING 

SO  INTERESTING  to  Adults  as  well  as  Kiddies 

that  one  Sponsor  in  each  City  will  grab  it. 


THE  TITLE:  STREAMLINED  FAIRY  TALES 

15  Quarter  Hour  Xmas  Programs  ond  45  more 

without     XMAS     "tie-in"     that     can     follow. 

COMPLETE   BROCHURE  ON   REQUEST. 


Produced  like  the  ever-POPULAR  CARTOON  MOVIES 
with  impersonations — DRAMATIZATIONS — sound  ef- 
fects, etc.  Modern  versions  of  well  known  fairy  tales. 
An  outstanding  program — hear  it  and  be  convinced. 


19  EAST  53rd  STREET  at  Madison  Avenue..  .NEWYORK  CITY 


304 


RADIO     SHOWM  ANSH  I  P 


OUR  FIRST  EDITORIAL 


One  year  passes  quickly  in  radio.  When  our  first 
editorial  appeared  on  this  page,  it  brought  to  light 
an  important  problem  for  radio-minded  business- 
men. Today^  to  thousands  of  Radio  Showmanship 
readers,  that  problem  has  been  completely  solved! 


NCE  upon  a  time,  an  ingenious  business  exec- 
utive decided  he  could  write  better  selling  ad- 
vertising copy  with  a  scissors!  He  not  only  cut 
out  some  of  the  best  advertisements  he  could 
find,  but  he  also  cut  out  a  lot  of  wasted  effort. 

When  radio  came  along,  the  businessman  discov- 
ered he  again  had  to  sharpen  his  wits— for,  unfortunate- 
ly, you  can't  cut  air! 

Radio  waddled  through  babyhood  and  into  ripe 
adolescence  without  any  visible  means  of  exchanging 
knowledge  and  experience.  Local  radio  advertisers  be- 
came as  isolated  from  one  another  as  Switzerland  is  to 
a  democracy. 

The  industry  was  progressing  rapidly,  and  the  faster 
it  grew  the  more  urgent  this  need  became.  Radio  was 
like  a  full  grown  man  still  dressed  in  short  pants. 

To  supply  the  information  that  was  so  important 
was  the  task  of  radio  stations,  business  trade  journals, 
and  now  Radio  Showmanship. 

As  coldly  analytical  and  impartial  as  the  steel  blades 
of  the  scissors,  Radio  Showmanship  brings  local  radio 
advertisers  an  accurate,  independent  account  of  pro- 
grams and  promotions  collected  from  businessmen  in 
all  types  of  enterprise. 

Radio  Showmanship  offers  a  new,  greater  radio  with 
its  first  pair  of  long  pants.  Through  the  exchange  of  in- 
formation. Radio  Showmanship  will  strive  to  raise  the 
calibre  of  local  radio  presentations.  Thus,  it  will  benefit 
both  the  businessman  and  the  radio  station,  for  as 
F.  C.  C.  chairman,  Major  James  L.  Fly,  so  aptly  stated: 
"Good  radio,  besides  being  good  public  service  is  good 
business." 


O  C  T  O  B  E  R,      1  9  4  1  305 


SOMEONE  once  said  that  children 
"should  be  seen  and  not  heard!" 

We  of  the  Jenkins  Music  Company 
in  Kansas  City,  Missouri,  disagreed  with 
that  idea;  and  as  a  result,  we  are  now 
in  our  tenth  year  as  sponsors  of  one  of 
the  most  successful  music-sales-promo- 
tion radio  shows  heard  anywhere  in 
these  United  States. 

On  August  16,  1941,  "The  Kansas 
City  Kiddies'  Revue"  celebrated  its  9th 
birthday  by  twice  filling  our  500-seat 
auditorium  with  enthusiastic  children, 
proud  mothers,  beaming  fathers,  inter- 
ested relatives  and  amazed  friends.  The 
Kiddies'  Revue  has  been  filling  that 
same  auditorium  to  capacity  every  Sat- 
urday morning  for  the  past  nine  years— 
and  when  a  broadcast  creates  "store 
traffic"  in  such  volume,  it  is  a  success! 

We  expect  it  to  keep  right  on  draw- 
ing such  crowds,  because  our  broadcast 
over  WHB  is  composed  of  permanently 
popular  ingredients:  sprightly  music, 
well-performed;  attractive,  talented  chil- 
dren having  a  good  time;  and  colorful 
stage  spectacles,  expertly  produced. 

Jenkins'  Kansas  City  Kiddies'  Revue 
is  the  outgrowth  of  a  carefully-planned 
idea.  Back  in  1932,  Donald  D wight 
Davis,  the  dynamic  president  of  WHB, 
had  long  wanted  an  unusual  "kid  show" 
for  his  station.  But  it  was  not  until 
Charles  Lee  Adams,  an  accomplished 
producer  of  "home  talent"  shows,  came 
to  Kansas  City  that  Davis  found  the  cor- 
rect pattern  for  a  juvenile  program. 
Adams,  as  a  stage-show  producer,  sought 
to  adapt  stage  presentation  technique  to 
radio— and  the  Kiddies'  Revue  is  the  out- 
growth of  that  idea. 

Adams  held  the  conviction  that  most 
children's  programs  are  "written  down" 
to  youngsters,  and  that  in  the  process 
they  lost  most  of  their  appeal— both  to 
the  performers  and  the  listeners.  So  the 
Kansas  City  Kiddies'  Revue  was  designed 
to  fit  an  adult-show  pattern,  yet  remain 
within  the  capabilities  of  children.  The 


The  Kansas  City  Kiddies'  Revue  Christinas  broadcast  is 
usually  a  super-production.  To  accommodate  the 
crowds  it  is  frequently  necessary  to  give  two  perform- 
ances. 


usic  Sal 


By  John  W.  Jenkins  III,  Jenkins  I 
Produced  "Kiddies'  Revue"  Has  P 


306 


RADIO     SHOWMANSH  IP 


iru  the  Air 

if  Kansas  City,  Mo.  His  Smartly 
nding  Rgdiii  Only  for  Nine  Years 


youngsters  sang  and  danced  to  familiar 
popular  music  instead  of  performing 
simple  selections  written  for  beginners. 
And  the  results  were  tremendously  grat- 
ifying. The  children  felt  that  they  were 
performing  important  music  and  im- 
bued every  minute  of  the  show  with 
their  gay  enthusiasm;  the  audience  in 
the  studio  and  on  the  air  heard  favorite 
popular  music  and  found,  to  its  amaze- 
ment, that  children  frequently  were  bet- 
ter performers  than  grown-ups. 

Shortly  after  the  Kiddies'  Revue  com- 
pleted its  initial  test  period  on  WHB, 
the  Jenkins  Music  Company  assumed  a 
sponsorship  which  has  now  covered  a 
record  period  for  such  a  program.  And 
although  other  producers  have  followed 
in  the  footsteps  of  the  program's  origi- 
nator, the  basic  pattern  has  never  been 
changed.  Today,  as  it  did  nine  years  ago, 
the  Kansas  City  Kiddies'  Revue  carries 
its  own  special  brand  of  "punch"  for 
the  listener,  and  our  audience  has  in- 
creased steadily  in  size  and  loyalty.  The 
program  has  been  imitated  elsewhere, 
and  if  imitation  is  flattery,  then  we  have 
a  right  to  feel  flattered. 

Our  commercial  announcements  are 
written  to  do  a  moderate  job  of  direct 
selling,  but  our  chief  aim  is  to  sell  the 
idea  of  music-for-children.  We  know  that 
the  difficulty  of  selling  a  piano  simply 
by  talking  about  its  technical  excellence 
is  much  greater  than  selling  a  piano  to 
a  Mother  and  Dad  who  have  just  seen 
their  child  win  honors  and  applause  up- 
on the  stage  of  our  auditorium.  We  esti- 
mate that  a  large  percentage  of  all  the 
people  who  come  to  our  store  to  witness 
a  broadcast  have  become  our  customers; 
and  of  course  the  patronage  we  receive 
from  listeners  is  a  steadily  growing  part 
of  our  volume.  The  slogan  of  our  show 
is,  "When -you  think  of  things  in  the 
music  line,  think  of  Jenkins  every  time," 
and  it  is  obvious  that  the  slogan  has 
done  its  job  well. 

Pictures  accompanying  this  article  il- 
lustrate the  "grown-up"  atmosphere  of 
the  Kansas  City  Kiddies'  Revue.  Our 
young  performers  are  selected  at  weekly 
auditions;  and  of  course  we  pay  nothing 
to  those  who  participate  in  the  program. 
The  children  are  delighted  to  appear  in 
public,  and  parents  are  proud  to  help 


OCTOBER,      1941 


307 


Roy    Engel    of    WHB,    director-announcer    approves    the 
performance  of  two  young  stars. 


them  toward  this  goal.  Standards  o£  per- 
formance are  high,  competition  is  vigor- 
ous, and  young  musicians  and  dancers 
practice  earnestly  to  be  accepted.  We 
know  that  in  many  a  home  the  Kiddies' 
Revue  has  transformed  music  practice 
from  drudgery  into  a  zestful  opportunity 
for  achievement. 

This,  of  course,  delights  teachers  and 
parents,  who  are  quick  to  take  full  ad- 
vantage of  the  child's  enthusiasm.  Noth- 
ing could  be  more  gratifying  to  teacher 
and  parent  alike  than  to  watch  a  young 
student's  growth.  You  see  the  child  de- 
velop personality,  stage  presence,  and 
ability  to  "project,"  along  with  constant 
improvement  in  technical  musical  skill. 

Parents  have  told  us  repeatedly  that 
they  greatly  appreciate  the  unparalleled 
opportunity  offered  by  the  Kiddies' 
Revue.  They  realize  that  such  an  oppor- 
tunity to  appear  in  public  and  on  an 
actual  broadcast  is  of  priceless  value  and 
that,  if  it  were  sold  on  a  commercial 
basis,  the  cost  would  be  prohibitive. 

One  of  the  most  powerful  appeals  ex- 
tended to  children  and  parents  by  the 
Revue  is  the  fact  that  it  is  built  as  a 
"show"  and  not  as  a  recital.  The  urge 


to  act  is  as  old  as  the  race,  and  every 
child  has  the  desire  to  perfect  himself  in 
some  art  and  appear  before  his  friends 
and  fellows.  In  the  Kiddies'  Revue,  we 
give  them  an  opportunity  to  act  under 
thrilling,  professional  circumstances. 
The  spotlights  are  there,  the  make-up  is 
put  on,  the  curtains  are  drawn,  the  stage 
set,  just  as  they  see  it  all  when  they  at- 
tend the  theatre. 

Teachers  of  voice  and  of  all  the  musi- 
cal instruments  maintain  studios  in  our 
building,  adjacent  to  the  auditorium; 
biu  performers  on  the  program  are  not 
limited  to  students  of  these  teachers.  We 
welcome  students  from  all  teachers  every- 
where at  auditions.  Ability  to  perform 
is  our  only  qualification  for  actual  ap- 
pearance on  a  program.  The  dancing 
schools  of  the  two  Kansas  Cities  are  eag- 
er to  have  their  students  in  the  Revue, 
not  only  because  of  the  experience  it 
gives  the  pupils,  but  also  because  a  good 
performance  is  the  teacher's  best  adver- 
tisement. 

The  success  of  each  program  stems 
from  six  factors: 

1)  The  ability,  personality  and 
"showmanship"  of  the  young  perform- 
ers. 

2)  The  production  "pace,"  by  which 
acts  are  carefully  spotted  and  expertly 
routined  to  provide  contrast  and  cli- 
max. 

3)  The  willingness  of  teachers  to 
prepare  special  numbers  such  as  violin 
or  accordion  ensembles,  band  instru- 
ment specialties,  etc. 

4)  The  co-operation  of  dancing 
schools  in  supplying  "lines"  of  young 
dancers  in  cute  routines,  properly  re- 
hearsed and  cleverly  costumed. 

5)  The  eagerness  of  parents  to  have 
their  children  gain  this  valuable  ex- 
perience, and  the  willingness  of  par- 
ents to  help  stage  the  shows. 

6)  The  "teamwork"  of  our  entire 
store  staff  concerned  with  the  pro- 
gram: the  floor- walker  downstairs  who 
directs  traffic  to  the  auditorium;  the 
elevator  girls  who  handle  the  crowds; 
our  studio  receptionist  who  welcomes 
each  audience  in  a  weekly  speech  from 
the  stage;  our  merchandise  depart- 
ment heads  who  co-operate  with  teach- 


308 


RADIO     SH  OWM  A  NSH  I  P 


ers  in  building  well-balanced  pro- 
grams; our  advertising  and  display 
people  who  plan  stage  settings  and 
program  exploitation;  and  the  co-op- 
eration of  WHB's  personnel  in  pro- 
ducing and  broadcasting  each  show. 

In  all  my  years  in  the  music  business, 
I  have  never  enjoyed  any  experience 
quite  so  much  as  my  relations  with  par- 
ents and  their  children  who  have  ap- 
peared on  our  program.  (And  there  have 
been  hundreds  of  children  in  nine  years!) 
They  call  me  "Uncle  Johnny."  We  re- 
member them  with  appropriate  gifts  at 
Christmas-time,  and  our  annual  "birth- 
day party"  is  always  a  joyous  event, 
complete  with  refreshments  and  birth- 
day cake! 

Each  weekly  program  is  well-balanced 
with  piano,  accordion  and  violin  num- 
bers, plus  song-and-dance  and  comedy 
routines.  The  orchestra  (which  remains 
intact  from  week  to  week  except  as  chil- 
dren grow  older  than  the  14-year  age 
limit,  or  move  away  from  town)  sup- 
ports the  program  and  introduces  the 
now-famous  theme  song: 

"We're  Kansas  City's  talented  Kiddies, 
Our   girls    are   pretty,    our    hoys    are 

witty; 
We  come  to  you  by  radio,  and  hope  to 

please  you  so. 
We  hope  you  like  our  songs  and  chat- 
ter, 
And  the  dancing  feet  that  patter  .  .  . 
"We  are  the  Kiddies  from  Kansas  City, 
Tomorrow's  Stars  on  WHB; 
At  ten-fifteen  each  Saturday 
We'll  sing  and  dance  and  play 
At  the  Jenkins  Music  Company!" 

Regularly  our  program  runs  thirty 
minutes.  Our  anniversary  broadcast  was 
a  special  45-minute  production,  staged 
and  broadcast,  then  repeated  (without 
a  broadcast)  for  the  "overflow"  audi- 
ence which  attended  the  second  show. 
On  holidays  such  as  Hallowe'en,  Thanks- 
giving, Christmas,  Valentine's  Day,  we 
usually  build  special  productions— and 
frequently  have  to  give  two  perform- 
ances to  accommodate  the  crowds. 

The  Kansas  City  Kiddies'  Revue  was 
a  radical  promotion  step  when  the 
Jenkins  Music  Company  first  assumed 
sponsorship  nine  years  ago.  But  in  those 


John  William  Jenkins,  III,  au- 
thor of  this  article,  and  vice-presi- 
dent of  the  J.  W.  Jenkins  Music 
Company,  in  Kansas  City,  Mo.,  ad- 
dresses the  enthusiastic  auditorium- 
and-radio  audience  of  proud 
mothers,  beaming  fathers,  interested 
relatives  and  amazed  friends.  Heavy- 
set,  friendly,  intense  "Uncle  John- 
ny," as  he  is  known  to  children  who 
have  appeared  on  the  program, 
speaks  in  a  terse,  pointed  manner, 
handles  the  Kiddies  Revue  himself 
because  he  is  personally  interested 
in  children  and  in  the  program 
which  he  considers  one  of  the  most 
enjoyable  experiences  of  his  life. 
Oldest  of  the  3rd-generation  Jen- 
kins',  he  has  been  in  business  for  26 
years.  Present  incumbents  of  offices 
in  the  63  year  old  music  company 
which  operates  stores  in  Missouri, 
Kansas,  Oklahoma,  Arkansas,  Texas 
and  New  Mexico,  are  all  members 
of  the  second  and  third  generation. 


nine  years  it  has  come  to  be  a  solid,  sure 
and  effective  advertising  medium  sup- 
plementing all  store  activity  and  doing- 
its  own  special  job  in  a  direct  and  force- 
ful way  which  could  not  be  duplicated 
through  any  other  medium. 


OCTOBER,      1941 


309 


(g 


ailing  All  Camps 


Here's  the  Story  of  One  of  Radio's  First  Programs  Designed 
for  the  Boys  in  Military  Camps.  PuhUc  Shows  Interest,  Too 


WITH  thousands  of  men  called  to 
the  colors,  army  camps  have  the 
spotlight  of  national  attention  focused 
on  them.  Mothers,  fathers,  sweethearts, 
brothers,  sisters,  wives,  aunts  and  uncles 
have  all  become  military  minded.  Hun- 
dreds of  thousands  of  men  now  in  khaki 
also  compose  a  large  listening  public. 
Alert  men  with  merchandise  to  promote 
have  been  quick  to  get  on  the  bandwagon 
by  playing  up  the  military  and  naval 
theme  in  broadsides,  direct  mail  and 
inserts,  on  billboards  and  other  forms 
of  promotion. 

For  the  radio-minded  advertiser,  the 
question  is  how  to  capitalize  on  what  is 
uppermost  in  the  minds  of  the  people 
of  the  nation,  the  welfare  and  progress 
of  the  armed  forces.  There  are  many 
answers  to  the  question,  but  one  that 
has  12  successful  broadcasts  to  its  credit 
already  is  Calling  All  Camps. 

Station  KFI,  Los  Angeles, 
Calif.,  has  taken  upwards  of  a 
100,000  service  men  to  its  bosom 
with  a  half-hour  weekly  pro- 
gram prepared  especially  for 
them  and  broadcast  each  Friday 
at  6:30  P.M.  Although  a  sustain- 
ing show,  it  is  one  that  any 
sponsor  might  well  use  as  a 
model.  The  show  is  a  smashing 
success  with  men  in  uniform 
from  San  Diego  to  Paso  Rabies. 

Features  of  the  unique  public 
service   show   include   music   by 
Claude  Sweeten  and  the  staff  orchestra, 
a  drama  about  the  "Hard  Luck  Guy" 
of  the  week,  a  limerick  contest,  a  salute 
to  the  Outstanding  Man  of  the  Week, 


and  various  contests  with  cash  prizes 
totaling  $50.00. 

Public  Relations  Officers  in  the  18 
camps  inchided  in  the  area  have  voiced 
their  enthusiastic  approval  of  the  series 
as  a  morale  builder  for  the  men  and 
have  promised  full  cooperation  in  sup- 
plying pertinent  news  items  concerning 
all  phases  of  camp  life.  Designed  for 
men  in  army  training  camps,  navy  train- 
ing stations  and  Marine  Corps  depots, 
the  show  also  attracts  the  general  listen- 
ing public  because  its  emphasis  is  on 
human  interest. 

The  most  attractive  feature  of  the 
series,  as  far  as  the  men  themselves  are 
concerned,  comes  with  the  introduction 
of  "The  Girl  Friend,"  pretty,  young 
Nancy  Mar  low.  As  "The  Girl  Friend" 
she  is  heard  throughout  each  progiam  in 
humorous  skits,   songs  and  banter. 

Personal  contact  with  the  out- 
side world  is  what  men  in  camp 
want.  Calling  All  Camps  gives 
it  to  them!  When  the  "Girl 
Friend"  offered  (on  the  air)  to 
answer  personally  all  letters  ad- 
dressed to  her  by  the  boys  in 
uniform,  she  was  swamped  after 
the  first  show  with  letters  from 
homesick  boys  in  need  of  a  bud- 
dy. The  idea  of  the  "Girl  Friend" 
feature  is  to  help  build  morale. 
Oddly  enough,  not  only  men  in 
the  armed  service  are  letter- 
writers.  Dozens  of  ordinary  males 
who  wanted  to  strike  up  an  acquaint- 
anceship have  joined  in  the  fun.  Latest 
batch  of  letters  included  several  from 
CCC  workers,  two  from  a  local  univer- 


310 


RADIO      SHOWMANSHIP 


sity  and  one  from  a  farmer.  All  the  men 
were  lonesome! 

Two  thousand  men  stationed  at  the 
Marine  Corps  base  in  San  Diego  took 
time  off  from  drilling,  inspection,  gun 
cleaning,  eating  and  sleeping  to  submit 
entries  in  the  contest  for  the  best  origi- 
nal limerick  of  the  week.  It  was  the  first 
time  in  the  program's  history  that  every 
enlisted  man  at  a  single  camp  had  writ- 
ten to  the  program. 

"Dear  Mr.  Murray:  I  probably  won't 
win  anything  with  this  letter,  but  I'm 
sending  it  along  to  you  anyway.  It  might 
hand  you  a  laugh  .  .  ."  So  began  a  letter 
which  won  for  a  Marine  Corps  private 
a  new  Philco  portable  radio,  the  prize 
awarded  each  week  for  the  story  about 
"The  Funniest  Thing  Happened."  A 
total  of  $50  in  cash  prizes  are  awarded 
each  week  together  with  a  new  portable 
radio  and  cartons  of  cigarettes. 

Station  KFI  pays  all  the  bills  for  art- 
ists, musical  arrangements  and  the  cash 
prize  money,  with  the  cost  of  each  pro- 
gram running  in  the  neighborhood  of 
|250,  which  includes  orchestra,  actors 
and  prizes. 

Calling  All  Camps  was  the  idea  of 
Harrison  Holliway,  General  Manager  of 
KFI,  who  figured  that  the  boys  in  serv- 
ice were  entitled  to  every  possible  means 
of  entertainment  and  recreation  that 
radio  could  afford. 

Future  promotional  plans  call  for 
personal  appearances  at  the  various 
camps  by  Miss  Marlow  and  other  mem- 
bers of  the  cast.  Posters,  complete  with 
pictures  of  the  artists  and  details  of  the 
contest  rules  are  being  printed  and  will 
be  displayed  in  prominent  places  in  mil- 
itary centers. 


Two  huskies  from  Uncle  Sam's  Army  post  at  San 
Pedro,  Calif.,  Fort  McArthur,  literally  show  their  sup- 
port for  one  of  the  stars  of  KFI's  new  public  service 
feature,  "Calling  All  Camps."  Perched  up  there  by  the 
Battery  B  standard,  is  pretty  young  Nancy  Marlow, 
"The  Girl  Friend"  of  the  more  than  100,000  men  in 
service  in  Southern  California  who  make  up  the  audi- 
ence  to    the   program. 


OCTOBER,      1941 


STEP  into  the  department  store  that 
radio  buiU— it's  Burt's,  up  on  the 
sixth  floor  of  the  Terminal  Tower  in 
Cleveland.  And  like  its  counterpart,  the 
proverbial  House  That  Jack  Built, 
Burt's  was  constructed  through  a  series 
of  progressive  ideas,  mostly  radio  ideas. 
This  department  store  was  weaned  on 
radio,  continued  to  thrive  on  radio,  and 
at  the  age  of  ten  is  approaching  full- 
fledged  maturity. 

Here's  how  it  all  happened:  In  1935 
after    five    years    of    radio    advertising. 


garded  as  foolhardy.  He  left  busy  Euclid 
Avenue  for  the  present  Terminal  Tower 
location.  It  was  a  comparatively  remote 
site  in  an  office  building  location.  At 
first,  Burt's  occupied  4,000  square  feet  on 
the  sixth  floor  of  the  building.  But  the 
store  clicked  immediately  and  began  to 
expand  to  its  present  78,000  square  feet 
of  floor  space.  This  is  nearly  the  entire 
sixth  floor  of  Cleveland's  Terminal 
Tower,  and  also  a  four-story  building 
nearby  which  holds  Burt's  modern  fur- 
niture store.  This,  more  than  anything 


The    office     building     which     houses     Burt's,     Inc. — the        Pretty,    blonde    Elsi    Kilbane,    Burt's    model,    displays    a 
Terminal   Tower.   Burt's   occupies   the  entire  sixth   floor.         fur   coat,    cap    and   muflf   in   the    ultra-modern    fur   shop. 


Lewis  O.  Klivans,  president  and  general 
manager  of  Burt's,  decided  that  there 
were  many  possibilities  for  expansion  of 
his  modest  jewelry  store,  then  located  on 
Euclid  Avenue,  Cleveland's  main  artery. 
His  jewelry  store,  although  small,  had 
great  potentialities.  It  was  one  of  the 
most  progressive  shops  in  the  city,  main- 
taining popular  prices  and  high  service 
standards. 

But  expansion  in  the  expensive  Euclid 
Avenue  location  was  impossible.  So 
Klivans    did   something   which   was   re- 


else,  demonstrates  the  remarkable  pull- 
ing power  of  radio.  The  medium  brought 
thousands  of  customers  up  six  floors  to 
get  merchandise. 

The  growth  of  Burt's,  unlike  that  of 
Jack's  beanstalk,  wasn't  due  to  unfore- 
seen miracles.  Instead,  it  came  as  a  di- 
rect result  of  skillfully  planned  radio 
promotion.  Klivans'  advent  in  radio  ad- 
vertising came  when  he  started  using 
participation  spots.  That  was  in  1931. 
Soon  he  was  sponsoring  a  daily  15-min- 
ute  program;  this  grew  to  two  30-minute 


312 


RADIO     SH  OWM  ANSH  I  P 


daily  programs.  As  the  radio  time  on 
station  AVCLE  increased,  the  store  grew; 
and  as  the  store  grew,  more  radio  time 
was  used.  It  proved  a  most  profitable 
circle. 

In  September,  1936  Burt's  began  spon- 
soring its  now-famous  Sunday  Amateur 
Show.  In  Mr.  Klivans'  words:  "I  fully 
appreciate  what  Major  Bowes  and  others 
who  arrange  amateur  shows  go  through. 
I  rented  the  leading  legitimate  theater 
for  the  home  of  the  broadcast,  where  it 
was  staged  just  the  same  as  any  quality 


About  5,000  amateurs  have  appeared  on 
the  show  since  it  began.  At  least  500,000 
people  comprise  the  total  visible  audi- 
ence of  past  amateur  shows.  The  radio 
audience  has  been  estimated  at  over 
10,000,000  people. 

AVhen  the  show  celebrated  its  Fifth 
Anniversary  on  WCLE,  September  21st, 
it  was  a  gala  occasion  with  a  salute  from 
the  Mutual  Network,  and  greetings  from 
the  Cleveland  mayor.  The  theme  of  the 
show  when  it  opened  from  the  stage  of 
the  Masonic  Theater  was  a  tribute  to 


in  the  Sky 


Mendel    Jones,    left,    and    L.    O.    Klivans   transcribe   a   di- 
rect,    personal     message    in     Burt's     own     broadcast    and 


transcription    studio.    As    radio    time    increased,    the    store 
grew.    As   the   store   grew   more   radio   time   was    used. 


theatrical  production.  This  involved  re- 
served seats,  uniformed  ushers,  a  staff 
of  forty  people,  and  other  production 
details  which  helped  us  turn  out  a  show 
of  near-professional  caliber."  Burt's 
outgrew  this  theater,  and  now  uses  a 
larger  one  which  seats  over  3,000  people. 
Nearly  2,000  persons  call  at  the  store 
every  week  to  get  tickets  to  these  shows. 

During  the  past  few  years,  network 
shows  have  had  a  difficidt  time  compet- 
ing with  this  local  show.  It  boasts  of  a 
remarkable  record.  Look  at  these  figures: 


radio  as  an  advertising  medium  which 
built  a  major  business  in  five  years. 

Not  that  the  amateur  show  has  done 
all  this  alone.  Last  winter  Burt's  spon- 
sored six  morning  shows,  five  evening 
shows,  a  musical  program  of  polkas,  and 
several  nationality  programs,  all  on 
WCLE.  The  nationality  programs 
brought  an  unexpected  turn  to  Burt's 
expansion.  For  in  addition  to  the  usual 
type  of  customer  response,  Burt's  re- 
ceived many  requests  from  listeners  for 
records   of   the   music   played   on   these 


OCTOBER,      1941 


313 


nationality  shows.  The  demand  was  met, 
and  today,  as  a  direct  resuk,  Burt's 
is  one  of  the  world's  largest  retail  dis- 
tributors of  nationality  records  for  the 
Victor  Record  Company. 

Today  Klivans  is  the  largest  individ- 
ual user  of  local  radio  time  in  the  city, 
possibly  in  all  the  country.  The  exact 
amount  varies  but  the  total  program 
time  has  been  as  high  as  16  hours  a 
week,  including  21  programs  of  every 
known  variety,  not  counting  spot  an- 
nouncements. Shrewd  and  always  re- 
sourceful, Klivans  has  spent  more  than 
$500,000  on  radio  time,  most  of  it  in  the 
last  five  years.  But  it's  been  a  most  worth- 
while investment,  for  fully  one-half  of 
Burt's  dollar  volume  comes  from  radio 
advertising. 

The  radio  success  of  Burt's  is  largely 
due  to  Klivans'  ability  to  adapt  his 
shows  to  the  times,  always  keeping  a  step 
ahead  of  current  radio  trends.  "When 
the  air  becomes  saturated  with  programs 
of  any  type,  it's  time  for  me  to  change 
to  another  type  of  show,"  says  Klivans. 
"A  few  years  ago,  for  example,  I  was 
trying  to  determine  what  would  con- 
stitute an  ideal  radio  program.  I  ana- 
lyzed newspapers  and  magazines  and 
came  to  the  conclusion  that  human  in- 
terest stories  had  the  power  to  command 
attention. 

"That  was  just  before  the  Voice  of 
Experience  became  so  popular.  I  figured 
that  in  order  to  present  human  interest 
in  the  proper  manner  and  to  hold  lis- 
tener interest,  the  story  must  be  true  and 
the  person  who  broadcast  it  must  be  de- 
pendable and  must  know  how  to  handle 
every  situation.  In  my  mind,  there  was 
only  one  such  individual  qualified,  a 
most  remarkable  woman  who  had  been 
very  active  in  public  life  for  the  past 
twenty  years. 

"After  many  months'  negotiations,  she 
agreed,  with  reluctance,  to  handle  the 
program.  It  finally  went  on  the  air  and 
was  known  as  the  'Guide  To  Happiness.' 
Hundreds  of  problems  poured  in,  con- 
taining the  most  remarkable  stories. 
What  a  world  of  wisdom,  what  remark- 
(Continued  on  page  322) 


IT 


en  Years  of 


Schuster's,  Milwaukee  Department  S 
an  Exciting  Radio  Promation  that  Att 


BEGINNING  the  first  week  in  November, 
Milwaukee  mothers  won't  have  to 
look  at  the  alarm  clock  to  know  when 
five  o'clock  rolls  around.  That's  the  time 
the  children  troop  in  from  play,  march 
straight  to  the  radio,  settle  down  for 
their  favorite  program.  For  fifteen  min- 
utes the  house  will  be  "quiet  as  a 
mouse."  Billie  the  Brownie  is  on  the  air. 
I  didn't  go  from  house  to  house  to 
find  out  if  that's  the  way  things  are  in 
Milwaukee  at  five  o'clock,  but  judging 
from  the  response  to  this  remarkable 
radio  promotion,  I'd  say  I'm  not  far 
wrong.  In  fact,  Schuster's  thought 
enough  of  Billie  the  Broiunie,  to  recent- 
ly send  in  an  order  for  its  tenth  consecu- 


.IIKflPP'^W^  ^ 


'-i^-'* 


■.--.•*         .'5 


314 


RADIO     SHOWM  ANSH  I  P 


ie  the  Brownie 

p  the  Profits  of  Showmanship  with 
Young  and  Did.  By  Paul  Hellman 


tive  year  of  sponsorship.  Starting  Novem- 
ber 6th,  the  series  wiU  be  broadcast 
every  day,  up  to  and  inchiding  Christ- 
mas Eve  over  radio  station  \\  TMJ. 

Billie  the  Brownie  is  more  than  a 
radio  program;  it's  a  merchandising 
plan  buik  around  a  radio  program.  The 
big  event  takes  place  abotit  10  days  after 
the  beginning  of  the  air  series. 

It  is  a  spectacular  parade  which  her- 
alds the  coming  of  Santa  Claus  to  Mil- 
waukee for  both  young  and  old.  Six  live 
reindeer,  Me-Tik,  an  Eskimo  in  charge 
of  the  reindeer,  and  action  floats  mount- 
ed on  fotir  street  railway  flat  cars  are 
paraded  through  all  parts  of  Milwaukee 
in  celebration  of  Santa's  arrival. 


To  Schuster's  way  of  thinking,  the 
radio  program  and  the  parade  sum  up 
one  of  the  greatest  Christmas  promotion 
sttmts  in  the  country. 

Schuster's  believe  that  this  program 
is  the  most  widely  listened  to  Christmas 
program  on  the  air.  As  a  matter  of  fact, 
up  to  a  year  ago,  it  was  the  only  chil- 
dren's Christmas  program  on  the  air  in 
Milwaukee,  and  it  has  a  tremendous  lis- 
tening audience. 

After  the  parade,  and  for  the  remain- 
ing weeks  before  Christmas,  emphasis  is 
placed  on  writing  to  Santa.  Schuster's 
receive  an  average  of  40,000  letters  each 
season.  Almost  every  letter  the  young- 
sters send  in  tells  Santa  that  lunch  will 
be  left  for  him,  and  that  there  will  be 
"sugar  for  the  reindeer,"  and  a  "bone 
for  Willy  Wagtail,"  (Billie's  special 
dog).   . 

To  make  the  broadcast  of  Santa  and 
Billie  more  real,  each  dav,  a  few  min- 
utes before  broadcasting  time,  Santa  ex- 
cuses himeslf  so  that  he  can  "hurry"  to 
the  studio.  There  are  two  Brownies, 
(Billie's  Helpers)  in  the  toy  department 
to  lend  atmosphere  and  to  help  Santa 
distribute  the  siu-prise  packages. 


OCTOBER,      1941 


315 


Naturally,  alter  hearing  about  Santa 
and  "Billie"  over  WTMJ,  after  seeing 
the  parade,  after  writing  to  Santa  and 
getting  a  reply,  it's  no  great  trick  to 
get  the  youngsters  (and  their  parents) 
to  go  to  Schuster's.  They  do,  in  vast 
numbers,  much  to  Schuster's  continued 
satisfaction. 


All  of  which  illustrates  the  value  of 
showmanship  in  building  a  children's 
audience  at  Christmastime.  Ten  consecu- 
tive years  of  Billie  the  Brownie  is  graphic 
testimonial  to  the  value  of  drama  in  ap- 
pealing to  children.  Good,  clean  drama 
rates  applause  and  approval  from  par- 
ents, PTA's— and  pocketbooks. 


316 


RADIO     SHOWMANSH  IP 


IR^ 


#.Mifl|\\M 


ilfiiiiBliaif 


Capitalizing  on  the  Interest  in  U.  S.  Defense,  Philadelphia's 
Colonel  Bill  Has  Inducted  Thousands  into  His  "Signal  Corps" 


ASK  the  average  American  boy  what 
he  wants  to  be,  chances  are  his  ans- 
wer win  have  something  to  do  with  the 
army  or  navy.  The  clothes  he  wears, 
the  games  he  plays,  the  books  he  reads 
are  influenced  by  the  fact  that  the 
United  States  is  living  in  a  state  of  na- 
tional emergency. 

Is  it  any  wonder  that  a  radio  program 
that  dramatizes  the  story  of  how  com- 
munications are  made  under  most  dif- 
ficult conditions,  WFIL's  Signal  Corps, 
is  one  of  the  most  successful  children's 
shows  on  the  air?  Is  it  any  wonder  that 
Colonel  Bill  is  WFIL's  Ambassador  of 
Good  Will?  His  name  is  William  C. 
Galleher,  but  to  the  boys  and  girls  of 
Philadelphia  he  is  known  as  Colonel 
Bill. 

His  current  program  is 
Kerry  Drake  of  the  Signal 
Corps,  and  the  kids  have  tak- 
en to  it  in  a  way  that  exceeds 
Colonel  Bill's  fondest  expec- 
tations. Kerry  Drake  of  the 
Signal  Corps  is  a  serial  for 
young  and  old  and  is  unique 
in  that  it  is  completely  devoid 
of  blood  and  thunder.  The 
episodes  are  stirring  and  fast- 
moving  and  they  emphasize 
the  importance  of  communi- 
cations in  time  of  national 
conflict. 

Following  the  dramatization,  Colonel 
Bill  sends  out  a  code  message  using  the 
International  Code.  Signal  Corps  mem- 
bers have  been  supplied  with  a  copy  of 
the  code  and  they  translate  the  dot  and 
dash  messages,  using  their  code  cards. 

Saturday  afternoons,  three  classes, 
usually  about  two  hundred  and  fifty 
boys   each,   receive   instructions   in   the 


studio  in  various  methods  of  communi- 
cations including  wjg-wagging,  sema- 
phoring, blinker-signalling  and  radio 
technique.  The  instruction  course  is 
conducted  in  cooperation  with  members 
of  the  Army,  Navy,  Western  Union, 
RCA  and  Bell  Telephone  Company. 

No  radio  personality  in  Philadelphia 
is  better  known  than  Colonel  Bill.  The 
kids  love  him,  and  over  the  years  he  has 
learned  the  names  of  thousands  of  them. 
His  mail-pull,  day  in  and  day  out,  far 
exceeds  that  of  any  other  radio  perform- 
er in  Philadelphia.  There  are  no  give- 
aways, no  prizes,  no  solicitations  for 
mail,  but  letters  from  his  youthful  ad- 
mirers pour  in  as  an  avalanche.  Two 
secretaries  spend  all  their  time  answer- 
ing his  letters  and  usually 
they  are  from  ten  days  to  two 
weeks  behind  in  getting  out 
replies. 

"A  strange  thing  about  this 
work  of  dealing  with  chil- 
dren," says  Colonel  Bill,  "you 
can't  fool  them.  You  either 
like  children  or  you  don't  like 
them.  Youngsters  recognize 
some  indefinable  quality  in 
your  voice.  You  can't  talk 
down  to  them.  You  can't  talk 
at  them.  You  have  to  talk 
with  them.  When  I  talk  to 
children  I  talk  to  them  as  if  I  were  talk- 
ing to  my  young  nieces  and  nephews  in 
my  own  home.  I  like  to  be  with  young- 
sters, and  I  think  my  young  audience 
knows  it." 

Kerry  Drake  of  the  Signal  Corps  is 
Colonel  Bill's  own  idea.  Colonel  Bill  be- 
lieves that  every  boy  should  be  trained 
to  defend  his  country  and  he  believes  it 
from  the  bottom  of  his  heart.  He  feels 


OCTOBER,     1941 


317 


Philadelphia  youngsters  snow  him  under  with  fan-mail.  He's  Colo- 
nel Bill    (William  C.  Galleher),  WFIL's  ambassador  of  good  will. 


that  the  Signal  Corps  program  will  do 
much  to  teach  children  the  importance 
of  modern  communication  methods  so 
essential  on  land,  sea  and  air. 

HOW  TO  USE  IT 

No  program  subject  is  better  adapted 
to  intensive  merchandising  than  one  of 
this  type.  Especially  because  the  program 
ties  in  with  national  defense  and  nation- 
al unity,  merchandising  and  promotion 
possibilities  are  practically  unlimited. 
Interest  may  be  sustained  indefinitely 
through  corps  membership,  give-a-ways, 
group  meetings,  promotions  from  one 
grade  to  another,  practical  signal  in- 
structions and  related  activities. 

AIR    FAX:     Broadcast    Schedule:    The    fifteen    minute 
show  is   aired   three   times   a  week.   Monday,   Wednes- 
day and    Friday  at  4:00   P.M.    (EST). 
Station:   WFIL,   Philadelphia,   Pa. 
Power:    1,000   watts. 
Population:    2,081,602. 


COMMENT?  Combine  national 
defense  with  a  product  that  ap- 
peals to  boys  and  you  have  a 
good  sales  formula.  In  Phila- 
delphia the  children  have  taken 


to  it  like  ducks  to  water,  and  already 
WFIL's  Signal  Corps  numbers  thous- 
ands and  is  showing  daily  increases. 

The  tremendous  success  scored  by  the 
Lone  Ranger  is  a  matter  of  public  rec- 
ord. In  Philadelphia  alone,  an  army  of 
more  than  52,000  boys  were  organized 
into  Lone  Ranger  Clubs  under  the  guid- 
ance of  Colonel  Bill.  If  early  indications 
are  any  criterion  Signal  Corps  will  ulti- 
mately rival  the  success  attained  by  the 
famous  Lone  Ranger. 

A  show  of  this  kind  not  only  capital- 
izes upon  the  defense  measures  now 
being  taken  for  the  safety  of  this  coun- 
try, but  it  scores  a  direct  hit  by  the  fact 
that  it  is  built  around  one  of  the  most 
thrilling  branches  of  the  service,  the 
Signal  Corps. 

From  the  sponsor's  point  of 
view,  promotional  activities  are 
unlimited.  Courtesy  announce- 
ments, letters  to  the  trade,  radio 
dealer  window  and  counter  dis- 
plays, newspaper  advertising, 
publicity,  and  school  merchan- 
dising are  all  possibilities. 


318 


RADIO     SH  OWM  A  NSH  I  P 


ANY  DAY 
NOW! 


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WATTS 


■:^i- 


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WITH  Me  IV  Programs 
POWERED  FOR  RESULTS 


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Washing+ons    Ace    Radio 
Commentator 

Capital  via 


V/HN's  own  Wash- 
under    sponsorship 


ington 

of  Beech  Nut  Ogarettes. 

Monday  +Hru  Friday 
7.45_8:00   P.M. 


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histories 


--^^■;^  '^"'aaWU-.es   ana   SPY 


These    new    shows,    and    still 

more  to  come,  are  being 

added  to  the  already  brilliant 

W  H  N 
schedule. 


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fXir^^rls^-'-'S"^.:. 


1 


THESE  WHN  PROGRAM  FEATURES 
WILL  BE  GREATER  THAN  EVER 
WITH    FIFTY  THOUSAND   WATTS 


NEWSREEL  THEATRE  OF  THE  AIR 

KID  WIZARDS 

A.  L  ALEXANDER'S   MEDIATION 

MUSIC   TO   READ   BY 

GEORGE   HAMILTON   COMBS,  Jr. 

Participation  Programs 
BRUCE   WENDELL'S  MUSIC  SHOP 
THE   BYRON   HOUR 
CINDERELLA   HOUR 

Sports   Features 

CLEM  McCarthy 

DICK   FISHELL'S  SPORTS   REVIEW 
BERT  LEE'S  SPORTS   FANFARE 
HOUR   OF  CHAMPIONS 
MARTY   GLICKMAN 


WHN  50,000  ..,r. 

■  Willi     NEW      YORK 

1540  Broadway — BRyant  9-7800     •     Chicago  Office:  360  North  Michigan 


(g 


hristmas  Sugar  'n  Spice 


What  Can  a  Transcribed  Christmas  Program  Do  for  Your  Store? 
Here's  the  Answer  from  the  Point  of  View  of  Five  Sponsors 


Constantly  on  the 
look-out  for  a  complete 
pre-Christmas  series  of 
programs  for  children 
are  advertising  agencies 
and  businessmen.  (Like 
plum-pudding  without 
the  plums,  or  fruit- 
cake without  the  fruit  is  one  that  doesn't 
provide  holiday  promotional  tie-ins.) 
At  the  same  time,  the  contents  of  the 
transcribed  series  must  satisfy  both  chil- 
dren and  the  guardians  of  the  home. 
Parents  squawk  over  the  "blood  and 
thunder"  program  presented  on  the  air 
in  the  after-school  period;  children  rebel 
when  the  program  is  too  sweet.  It  isn't 
an  easy  bill  to  fill.  The  transcribed 
series  must  strike  a  happy  medium. 

In  the  past,  department  stores,  cham- 
bers of  commerce  groups,  bakeries, 
dairies,  utility  companies,  and  many 
others  have  attracted  Christmas  dollars 
through  the  medium  of  various  tran- 
scribed series.  In  some  cases  the  promo- 
tional activities  used  in  connection  with 
such  a  program  has  run  into  thousands 
of  dollars.  In  other  instances,  outstand- 
ing results  have  been  achieved  with  a 
minimum  investment. 

The  Cinnamon  Bear  is  just  such  a 
transcribed  series.  For  sponsors  from 
New  York  to  California  who  wished  to 
direct  their  appeal  to  the  juvenile  audi- 
ence and  indirectly  influence  the  buying 
preference  of  parents  it  has  already  done 
splendid  service.  It  is  the  purpose  of  this 
article  to  illustrate  how  it  has  been  used 
bv  a  varietv  of  merchants. 


LOS  ANGELES,  CALIF. 

(Merchant's  Association) 

For  the  downtown  merchants,  the 
1938  Christmas  season  was  not  success- 
ful. George  W.  S.  Reed,  president  of  the 
W'^ESTAMERiCA  Cc,  who  haudlcs  all  of  the 
promotion  for  the  Downtown  Mer- 
chant's Association,  was  called  upon 
to  plan  a  campaign  that  would  make 
the  buying  public  "Downtown"  con- 
scious. When  The  Cinnamon  Bear  took 
over  the  following  year,  gift  buying  ex- 
ceeded in  volume  that  of  any  previous 
Christmas  season  during  the  preceding 
ten  years! 

Decorations  for  the  entire  downtown 
area  were  centered  around  the  charac- 
ters portrayed  in  the  program.  Child 
listeners  readily  aligned  the  pictures  dis- 
played with  the  radio  program.  On  De- 
cember 11,  Ross-Federal  was  authorized 
to  make  a  telephone  coincidental  survey 
between  the  hours  of  4:30  and  6:00  P.M. 
Results?  From  4:45  to  5:00  P.M.,  the 
quarter-hour  occupied  by  The  Cinna- 
mon Bear,  there  were  more  children 
listening  to  KECA  than  to  any  other 
station  in  the  area. 

Illuminated  boxes  with  the  various 
characters  of  The  Cinnamon  Bear  were 
suspended  from  cables  above  the  trolley 
lines  34  feet  above  street  level.  In  the 
center  of  each  garland  was  an  immense 
silver  star,  (which  is  the  object  of  the 
search  by  Judy  and  Jimmie  in  their  ad- 
ventures with  Paddy  O 'Cinnamon  in 
Maybe-land)  . 

Each  of  the  lighting  standards  at  the 
main  street  intersections  was  topped  by 
an  immense  metal  reproduction  of  a 
Christmas  tree.  A  wide  band  on  which 


OCTOBER,     1941 


319 


were  lettered  the  words  of  the  song  of 
The  Cinnamon  Bear  spiralled  from  the 
base  of  the  standard  to  the  lower 
branches  of  the  tree. 

Every  known  method  for  pepping  up 
the  campaign  was  used.  On  the  opening 
day  of  the  program  over  KECA,  the 
Downtown  Shopping  News  came  out 
with  a  special  edition  with  a  three  color 
front  page  devoted  to  the  story  of  The 
Cinnamon  Bear.  In  each  successive  issue 
of  the  paper  was  a  synopsis  of  the  story. 

Advertisements  in  all  the  local  papers 
announced  the  official  opening  of  the 
campaign.  The  night  the  decorations 
were  first  lighted,  Mayor  Bowren  rode 
through  the  downtown  streets  on  a  tally- 
ho  drawn  by  four  white  horses  driven 
by  Santa  Claus.  Paddy  O'Cinnamon  was 
an  honored  guest.  More  than  100,000 
people  turned  out  for  the  occasion. 

Paddy  O'Cinnamon  rode  the  street 
car  and  buses  as  a  decorative  character. 
A  caption  on  the  street  car  and  bus 
cards  said:  "Paddy  O'Cinnamon  says: 
'Shop  in  Downtown  Los  Angeles  where 
.  .  .'  "  with  various  reasons  given  for  the 
advantage  of  doing  so.  Billboard  space 
was  used  at  vantage  points  on  which 
Judy,  Jimmie  and  Paddy  O'Cinnamon 
were  shown  inviting  the  shopper  to  make 
Downtown  Los  Angeles  their  Christmas 
headquarters. 

When  the  Downtown  Merchants 
wanted  to  plan  another  campaign  the 
following  year,  they  turned  once  more 
to  Paddy  O'Cinnamon. 

SACRAMENTO,  CALIF. 
(Department  Store) 

Admanager  of  Weinstock-Lubin  Sc 
Co.,  Mrs.  Marion  Armstrong,  first  used 
The  Cinnamon  Bear  series  in  1937.  By 
popular  demand  it  was  repeated  in 
1940! 

''The  Cinnamon  Bear  type  of  show  is 
keyed  to  do  a  specified  job  and  if  it  is 
handled  properly  will  bring  its  sponsor 
a  good  return  on  his  investment,"  says 
Leo  O.  Ricketts,  sales  manager  of  KFBK. 

The  first  year  the  program  ran,  young- 
sters were  asked  to  go  into  the  sponsor's 
toy  department  and  ask  Santa  for  a  free 
copy  of  The  Cinnamon  Bear  song  book. 
None  were  given  out  unless  the  child 


was  able  to  identify  the  program  and 
tell  Santa  that  he  had  been  listening  to 
it.  Proof  that  the  children  were  listening 
was  the  fact  that  5,000  song  books  were 
given  away. 

Teaser  announcements  on  the  air  and 
in  the  newspapers,  as  well  as  window 
displays,  news  stories  and  art  work  in  the 
radio  column,  show  cards  in  the  store 
and  tie-ins  in  the  store's  newspaper  ad- 
vertising were  all  used  to  promote  lis- 
tening interest. 

LYNN,  MASSACHUSETTS 
(Bakery) 

Notoriously  bad  months  for  the  bak- 
ing industry  are  November  and  Decem- 
ber. But  in  26  daytime  broadcasts  in  one 
month,  covering  Thanksgiving  and 
Christmas,  The  Cinnamon  Bear  pulled 
751  new  accounts  for  the  Cushman 
Bakery.  For  a  total  cost  of  $1,690,  Cush- 
man's  achieved  an  annual  sales  increase 
of  $27,974.44. 

After  the  first  week  of  daily,  except 
Sunday,  broadcasts  over  WAAB,  (Bos- 
ton) ,  the  sponsor  received  6,000  replies 
in  response  to  an  announcement  which 
stated  that  any  child  writing  in  would 
receive  a  free  gift.  The  free  gift  was  a 
Cinnamon  Bear  cookie,  baked  to  a  rich, 
golden  brown,  neatly  wrapped  in  oil 
paper,  and  enclosed  in  an  attractive  car- 
ton. Cushman's  estimated  that  one-third 
of  all  the  letters  were  from  new  pros- 
pects. 

During  only  four  weeks  of  broadcast- 
ing over  WAAB,  222  bakery  drivers 
called  on  15,073  homes  to  deliver  21,611 
cinnamon  bears  to  8,173  new  prospect 
homes,  7,530  old  customer  homes. 

SPOKANE,  WASHINGTON 

(Department  Store) 

Because  youngsters,  and  their  mothers, 
too,  clamor  for  it.  Sears,  Roebuck  &  Co., 
have  sponsored  the  series  over  KFPY  for 
the  last  four  years.  In  the  words  of 
Glenn  Waugh,   Sears'   advertising  man- 


Santa  plus  Paddy  O'Cinnamon  have  done  a  bang-up  job 
for  Sears,  Roebuck  8C  Co.,  and  KFPY,  Spokane,  Wash., 
for  four  years. 


320 


RADIO     SHOWMANSHIP     Ig 


J 


I 


OCTOBER,      1941 


321 


ager,  "It  sold  Sears,  and  sold  it  well." 
In  the  opinion  of  adman  Waugh,  a 
show  such  as  The  Cinnamon  Bear  can 
do  an  even  better  job  of  selling  locally 
than  the  bigtime  network  series  do  for 
their  national  sponsors  because  "we  are 
in  complete  command  of  the  local  sit- 
uation, inject  our  local  commercials  to 
fit  the  local  needs." 

OTTAWA,  CANADA 

(Dairies) 

Two  weeks  behind  schedule  in  getting 
frozen  strawberries  on  the  local  market 
as  the  result  of  extremely  mild  weather, 
sponsors  (Ottawa  Dairy)  report  that 
sales  of  the  product  were  effectively 
boosted  to  an  all  time  high  level  through 
merchandising  announcements  on  this 
program,  aired  over  CKCO.  Ice  cream 
sales  also  recorded  a  high  return  from 
broadcasts,  and  the  sponsor  is  satisfied 
that  the  program  did  a  splendid  addi- 
tional good-will  job  for  the  entire  busi- 
ness. 

Cinnamon  Bear  publicity  engineered 
by  Alex  Steel,  sales  manager  of  the  Milk 
Division,  included  such  stunts  as  a  6-foot 
Cinnamon  Bear  who  visited  each  school 
during  the  week  preceding  the  program. 
The  walking,  talking  bear  distributed 
some  50,000  radiograms  to  the  same 
number  of  boys  and  girls.  Seventy-five 
thousand  publicity  stickers  were  affixed 
to  milk  bottles  and  were  delivered  on 
three  different  occasions  to  some  25,000 
Ottawa  homes.  The  Cinnamon  Bear  also 
figured  prominently  in  the  Christmas 
Santa  Claus  Parade  conducted  by  an 
Ottawa  department  store. 

To  check  on  the  exact  circulation  of 
his  program,  adman  Steel  used  his  75 
route  men  who  daily  call  on  thousands 
of  Ottawa  homes,  to  conduct  a  radio  sur- 
vey. Of  the  15,000  housewives  inter- 
viewed, almost  10,000  stated  that  the 
Ottawa  Dairy  program  was  being  lis- 
tened to  every  day  in  their  home. 

For  a  statement  from  adman  Steel, 
see  "What  the  Program  Did  for  Me, 
page  332. 

air  FAX:  This  program  is  designed  to  be  used  by 
sponsors  beginning  with  the  week  of  Thanksgiving 
and  continuing  on  a  six-day  per  week  basis,  Sundays 
excepted,  up  to  and  including  Christmas  Day.  How- 
ever, this  26  quarter-hour  series  of  episodes  may 
run  on  a  three,  four,  or  five  per  week  basis  if  an 
earlier    starting    date    is    used. 


STORE  IN  THE  SKY 

(Continued  from  page  314) 

able  advice  the  'Guide  To  Happiness' 
gave  to  our  listeners!  Soon  other  pro- 
grams of  this  type  were  begun,  so  I  de- 
cided to  change." 

Burt's  original  Master  of  Ceremonies, 
whose  official  title  is  now  "Public  Rela- 
tions Executive,"  is  Mendel  Jones.  For 
the  past  two  years  he  has  arranged  a 
"Cleveland  Industries  Day"  for  each 
amateur  program.  One  of  Cleveland's 
major  industries  is  featured  on  the  pro- 
gram each  week,  and  employees  associ- 
ated with  the  featured  industry  are  ex- 
tended special  invitations  to  attend  the 
program.  This  policy  is  backed  by  Jones' 
belief  that  "institutional  advertising  is 
one  of  our  best  bets." 


As  evidence  of  the  direct  results  of  his 
wide  audience  range,  Klivans  tells  of  a 
Santa  Claus  announcement  one  Christ- 
mas season  which  brought  15,000  people 
into  the  store  the  following  day.  An 
audience  survey  later  revealed  that  near- 
ly all  homes  tune  in  on  the  Sunday 
afternoon  amateur  show,  especially  in 
Cleveland's  suburbs  and  the  small  com- 
munities within  50  miles  of  Cleveland. 

Today,  Klivans  looks  back  fondly  on 
his  experiences  as  a  radio  sponsor. 
"There  are  varied  experiences,  trials, 
and  tribulations  which  go  along  with 
sponsoring  radio  shows.  But  under  the 
laws  of  nature,"  according  to  Klivans, 
"there  is  a  compensation  for  everything. 
I  get  a  big  kick  out  of  my  experiences, 
and  have  been  rewarded  with  both  the 
pleasure  my  radio  sponsorship  affords, 
me,  and  the  more  tangible  financial  re- 
turns which  it  has  brought  to  our  store." 


322 


RADIO     SHOWMANSH  IP 


CHRISTMAS  PROMOTIONS 

To  help  you  get  the  most  out  of  radio  in  the  peak  retail  buying  months,  here  is  a  collec- 
tion of  successful  merchandising  stunts  used  last  Christmas  in  a  variety  of  business  fields. 


Department  Stares 

THE  CHRISTMAS  TREE  Not  all  Christ- 
mas shows  must  be  children's  shows,  so 
thought  Des  Moines,  la.  merchants, 
and  radio  station  KSO's  sales  promotion 
manager,  Wayne  Welch.  The  Christmas 
Tree,  is  a  45-minute  program  sold  on  a 
cooperative  basis  to  non-competitive  ac- 
counts. It  has  been  sponsored  by  nearly 
every  type  of  advertiser  in  the  corn-belt 
city,  has  been  used  continuously  for  five 
(5)  long  years.  It  returns  again  this  year. 
How  Christmas  is  observed  in  other 
countries,  Yuletide  stories  for  children, 
special  recipes  for  the  festal  boards,  oth- 
er facts  about  the  season  are  dished  up 
by  emcee  Marian  Schissel,  director  of 
women's  affairs.  Mixed  in  is  a  dash  of 
transcribed  music  by  famous  orchestras, 
singers,  soloists. 

During  the  second  and  third  weeks  of 
this  four  w^ek  program,  listeners  com- 
pete in  daily  contests.  Letters  on  "Why 
I  Like  the  Christmas  Season,"  poems, 
and  recipes  are  entered  in  competition. 
Each  sponsor  offers  his  own  prizes. 

AIR  FAX:  Aired  daily  for  24  programs,  The  Christmas 
.  .  Tree  begins  on  Thanksgiving  Day,  ends  on  Christmas 

Day.    100   word   commercials,  daily,    for  each   sponsor, 

pepped    up   business,   kept   store   merchandise   moving. 

First  Broadcast:    November  28,    1933. 

Broadcast     Schedule:     Mondays     thru     Saturdays,     45 

minutes,    from   Nov.   28   thru    Dec.   25. 

Sponsor:    Merchants    of    all    types. 

Station:    KSO,    Des    Moines,    la. 

Power:    5,000   watts. 

Population:     167,048. 

COMMENT:  The  Christmas  Tree  is  a 
hardy  perennial  that  is  worth  analyzing. 
Its  success  is  primarily  due  to  combin- 
ing sponsors  in  one  big  community  drive 
for  business.  Each  prize  offering  by  it- 
self would  arouse  little  interest  among 
the  average  "contest  deluged"  listener. 
Together,  they  deliver  a  powerful  im- 
pact. 


Department  Stares 

THE  PIED  PIPER  Not  a  Santa  Claus, 
but  a  Pied  Piper  served  Sears,  Roebuck 
&  Co.,  of  Lawrence,  Mass.,  over  radio 
station  WLAW  last  Yuletide.  Credited 
by  Sears'  manager,  L.  B.  Weaver,  for  a 
very  substantial  increase  in  business  over 
the  previous  year,  the  Pied  Piper  lived 
up  to  his  name,  had  a  way  with  the  chil- 
dren. Manager  Weaver  said  that  radio 
"was  more  than  75%  of  the  advertising 
used,  and  summing  up  the  entire  toy 
business  for  the  weeks  involved  showed 
a  very  substantial  increase  over  last 
year." 

The  Pied  Piper  kept  New  England 
moppets  spell-bound  with  thrilling  dram- 
atizations of  famous  fairy  stories.  Lis- 
teners of  school  age  were  offered  mem- 
bership in  the  Pied  Piper  Club,  had  only 
to  write  in  for  membership  pins. 

To  the  3,100  Christmas  minded  tots 
who  made  up  the  bulky  membership 
files  went  a  written  invitation  from  Sears 
to  visit  their  store,  admire  the  heavily 
stocked  toy  department.  Pleased  as 
punch  were  the  sponsors  when  850  defi- 
nite toy  sales  were  made  to  parents  who 
accepted  the  invitation  extended  to  their 
children  to  visit  the  store. 

AIR    FAX:    Enacted    by    a    station    staff    announcer    who 
had  a  remarkable  faculty  of  taking  six  or  seven  parts, 
the  Pied   Piper  dealt   primarily   with   the   sale   of  toys, 
told   fairy   tales.   No  fairy   tale  was   the  fine  results! 
Sponsor:    Sears,    Roebuck    &    Co. 
Station:    WLAW,    Lawrence,    Mass. 
Power:    5,000   watts. 
Population:    85,068. 

COMMENT:  Santa  may  be  a  Christmas- 
time big-shot,  but  what  interests  kids 
most  is  what's  going  to  be  in  the  sock. 
Santa's  Northpole  workshop  is  a  long 
way  off,  whereas  the  Pied  Piper  starts 
tooting  his  horns  early.  All  this  proves, 
among  other  things,  that  there  is  more 
than  one  wav  to  create  store  traffic. 


OCTOBER,      1941 


323 


Department  Stores 

SANTA  CLAUS  CHARACTER     For  14 

years,  youngsters  of  Birmingham,  Ala., 
have  followed  the  radio  adventures  of 
Santa  Claus  under  the  direction  of  Ed 
Hunvald,  sales  manager  of  the  Louis 
PiziTiz  Dry  Goods  Company.  First 
under  the  wire  in  the  use  of  radio  for 
Christmas  merchandising,  adman  Hun- 
vald begins  his  show  around  the  first  of 
November,  runs  it  through  Christmas 
Eve. 

Santa  Claus  starts  out  from  his  home 
in  Icy  Cape  by  sleigh,  changes  to  air- 
plane, talks  to  Birmingham  children 
everyday  by  shortwave  from  different 
cities  enroute.  Five  minute  periods  Mon- 
days through  Saturdays  late  in  the  after- 
noon suffices  for  the  short  wave  contacts. 
Throngs  of  children  meet  his  plane  at 
the  Birmingham  airport,  hundreds  rush 
the  plane  for  autographs,  small  gifts  and 
candy. 

Stay-at-homes  hear  the  excited  cries  of 
joyful  children  over  the  air,  follow 
the  hilarious  procession  as  Santa  Claus 
is  whisked  off  in  a  waiting  automobile 
for  a  triumphal  visit  to  each  neighbor- 
hood and  park.  Later,  Santa  goes  to  the 
sponsor's  toyland,  remains  there  until 
Christmas,  uses  a  nightly  fifteen  minute 
period  to  read  Santagrams  sent  in  by 
children  to  the  sponsor. 

AIR    FAX:    Santa    Claus    is    the    featured    performer    on 
this    program. 

Broadcast     Schedule:      Five     minute     broadcasts     and 
fifteen  minute  periods  daily  are  used  from  the  first  of 
November   thru  Christmas   Eve. 
Sponsor:    Louis   Pizitiz   Dry  Goods   Co. 
Station:   WBRC,   Birmingham,  Ala. 
Power:    5,000  watts. 
Population:     383,157. 

COMMENT:  Twentieth  century  mop- 
pets thrill  to  a  twentieth  century  Santa. 
For  another  Santa's  arrival  by  plane,  see 
Showmanship  in  Action^  P^S^  ^^^^  ^^^ 
Showmanscoops,  page  329. 


Department  Stores 


SANTA  CLAUS' 
HELPER  Sears, 
Roebuck  &  Co.,  with 
stores  everywhere, 
utilize  local  radio 
time    to    increase 


sales,  build  good-will  during  the  Christ- 
mas season.  Following  is  a  brief  resume 
of  outstanding  Sears'  Christmas  promo- 
tions throughout  the  country,  which 
were  used  last  year. 

Among  the  most  successful  was  Santa 
Clans'  Helper  aired  over  WHJB  in 
Greensburg,  Pa.;  so  successful,  in  fact, 
that  ten  days  before  Christmas  the  toy 
department  was  almost  cleared  out.  The 
pleased  sponsor  switched  to  other  de- 
partments, reported  that  following  a 
sewing  machine  broadcast  the  cash  reg- 
ister rang  up  three  direct  sales  the  fol- 
lowing day. 

Since  the  sponsor  did  not  feature 
Santa  Claus  himself,  a  AVHJB  announcer 
pinchhitted,  was  known  as  Santa's  Help- 
er. He  found  out  for  Santa  just  what 
each  child  wanted  for  Christmas.  In  his 
tour  of  the  wonder-ladened  toy  depart- 
ment, the  announcer  had  ample  oppor- 
tunity to  describe  many  of  the  interest- 
ing toys  displayed  and  quote  prices;  he 
used  speaking  dolls,  railroads,  other  me- 
chanical toys  to  create  amusing  sound 
effects. 

Broadcast  five  days  a  week,  Mondays 
through  Fridays  for  three  weeks  before 
Christmas,  the  program  attracted  large 
numbers  of  children  and  fond  parents. 
Santa's  Helper  was  also  Sears'  Helper. 
Sears'  complete  stock  of  a  mechanical 
train  set  that  had  been  a  particularly 
slow  mover  was  sold  out  the  day  after 
it  was  featiuxd  on  the  broadcast. 

In  addition  to  the  regular  broadcasts, 
J.  H.  Fanney,  Sears'  advertising  man- 
ager, installed  a  Santa  Claus  booth. 
Wide  eyed  youngsters  spoke  directly  to 
Santa  Claus  by  means  of  a  loud  speaker 
installation.  They  were  wider  eyed  to 
receive  a  direct  reply  through  a  pair  of 
earphones  from  Santa  Claus  who  was 
stationed  in  an  adjacent  room  and  was 
not  visible. 

AIR  FAX:   Program  is  a  Santa's  Helper  show  aired  five 
days    a   week. 

sponsor:    Sears,    Roebuck    8C   Co. 
Station:    WHJB,    Greensburg,    Pa. 
Power:    250   watts. 
Population:    22,133. 

Department  Stores 

SEARS  VARIANT  NO.  2  Sponsors  of  a 
Santa    Claus    interview    program    over 


324 


RADIO     SH  OWM  ANSH  I  P 


KOH  for  the  past  three  years,  Sears, 
Roebuck  &  Co.,  of  Reno,  Nevada,  have 
built  a  platform  in  their  basement  toy 
wonderland  from  which  the  programs 
are  aired.  With  audiences  of  from  three 
to  four  hundred,  Santa  Glaus  interviews 
children  accompanied  by  parents;  asks 
questions  about  what  they  want  for 
Christmas,  probes  deeper  to  unearth  the 
humorous  or  timely. 

Not  one  to  let  grass  grow  under  its 
feet.  Sears'  presents  its  first  broadcast 
immediately  after  Thanksgiving,  con- 
tinues on  a  six  times  a  week  schedule 
until  the  day  before  Christmas.  News- 
paper advertisements,  posters  and  direct 
mail  publicize  the  program. 

AIR  FAX:   Santa  Claus'  broadcasts  were  aired  Mondays 
through   Fridays   in   late   afternoon.    A   sixth  broadcast 
was  presented  Saturday  mornings. 
Sponsor:    Sears,    Roebuck    &    Co. 
Station:    KOH,    Reno,    Nev. 
Power:    1,000   watts. 
Population:    18,529. 

SEARS  VARIANT  NO.  3  Over  WOW  O- 
WGL,  Fort  Wayne,  Indiana,  Sears,  Roe- 
buck &  Co.,  sponsored  a  program  called 
Santa's  Mail  Box,  created  store  traffic  by 
requiring  that  letters  be  left  at  the  store. 
To  children  who  wrote  the  best  letters 
went  bicycles,  dolls,  electric  trains, 
enough  other  playthings  to  pull  a  record 
breaking  response.  Not  until  Christmas 
drew  near  did  Santa  Claus  himself  ap- 
pear, but  a  mythical  trip  to  Santa  Land 
kept  juveniles  alert,  and  listening. 

AIR  FAX:   Letters  to  Santa  Claus  from  the  children  of 
Fort    Wayne,    Ind.,    were    aired    daily    over    WOWO- 
WGL    for    several    weeks    preceding    Christmas. 
Sponsor:   Sears,    Roebuck   8C   Co. 
Station:    WOWO-WGL,    Fort  Wayne,   Ind. 
Power:  50,000. 
Population:    117,246. 

Santa    Clans'" 


bag  was  the  variant  used  for  Sears 


SEARS    VARIANT    NO.    4 

mai 

in  Albuquerque,  New  Mexico,  over  radio 
station  KOB.  Santa,  his  assistant.  Merry 
Holiday,  and  an^  imaginary  elf  dug  deep 
into  their  over-stuffed  mail-bag  every 
afternoon,  Monday  thru  Saturdays  at 
5:30.  Letters  from  children  to  Santa 
Claus  were  read  in  connection  with  a 
short  daily  dramatization  featuring 
Santa  Claus  and  his  helpers.  The  elf's 
conversation  was  simulated  by  the  use  of 


a  38  R.P.M.  transcrip- 
tion run  at  78  R.P.M. 
revolutions  and  trans- 
lated to  the  audience 
by  Merry  Holiday. 

AIR  FAX:   Santa  Claus'  Mail 
Bag     was     a     simple     affair 
during    which    letters    from 
children      to      Santa      Claus 
were  read. 
Broadcast    Schedule:    Mon- 
days  thru   Saturdays,    5:30   P.M. 
Sponsor:   Sears,  Roebuck   8C  Co. 
Station:    KOB,    Albuquerque,    New    Mex. 
Power:    50,000   watts. 
Population:   40,027. 

COMMENT:  To  create  store  traffic  at 
Christmas  shopping  time  thru  the  aid  of 
Santa  Claus  is  an  old  merchandising 
trick  that  seems  never  to  grow  old.  Chil- 
dren love  to  see  the  colorful,  bewhisk- 
ered  old  gent,  to  unlock  the  door  to 
their  air  castle  for  him,  knowing  full 
well  mamma  or  papa  is  listening,  too. 

Big  problem,  of  course,  is  concentrat- 
ing the  youngster's  attention  on  your 
Santa  and  on  no  one  else's.  For  that  im- 
portant task.  Sears  and  other  leading 
merchants  have  turned  to  radio. 

And  radio  has  done  its  job  well.  It 
brings  Santa  to  life  as  no  other  mass- 
medium  can  do!  Adaptable  to  any  type 
of  business  featuring  children's  Christ- 
mas items,  Santa  Claus  shows  are  inex- 
pensive, easily  produced,  usually  well 
received. 

Restaurants  (others) 

CHRISTMAS  BOOK  DRIVE  Into  special 
bins  at  various  holiday-crowded  Childs 
Restaurants  in  New  York  City  were 
tossed  11,465  books  last  Christmas.  Grat- 
ifying were  the  results  to  Phil  Cook 
whose  1940  Christmas  Book  Drive,  his 
third,  snared  42,351  books  for  hospital 
shut-ins,  and  draftees  in  army  camps  in 
the  New  York  State  area. 

Cook  asked  listeners  to  put  their 
books  into  receptacles  in  hotels,  railway 
terminals,  and  the  lobby  of  WABC  head- 
quarters. Postal  Telegraph  boys  picked 
up  books,  delivered  them  to  headquar- 
ters without  charge.  Boy  Scouts  canvas- 
sed their  neighborhoods,  staggered  out 
with  arms  full  of  books.  Bookstores  dis- 
played placards  bearing  a  picture  of 
drive-sparker  Cook  at  the  microphone. 


OCTOBER,      1941 


325 


1 


suggested  to  customers  they  "Buy  a  Book 
for  Phil  Cook." 

AIR  FAX:  Cook  emcees  a  morning  show.  Morning 
Almanac,  six  days  a  week.  Childs  Restaurant,  one  o£ 
the  sponsors  of  the  program,  cashed  in  on  his  Book 
Drive,  which   Cook  plugged  daily. 

Broadcast    Schedule:    Mondays    thru    Saturdays,    7:00- 
7:45    A.M.,    from    Thanksgiving   thru    Christmas. 
Sponsor:     Participating     sponsors     included     Liggett's 
Drugs,      Bond      Clothes,      Beardsley's      Codfish,      and 
Quaker  Oats,   Childs   Restaurants. 
Station:    WABC,   New   York   City. 
Power:    50,000  watts. 
Population:    1,800,000. 

COMMENT:  Philanthropy  and  good 
business  can  go  hand  in  hand.  Sponsors 
in  cities  where  similar  book  drives  are 
already  established  might  investigate  a 
possible  tie-up. 


PROOF  0' THE 


Sporting  Goods 


DOWN  SANTA  CLAUS  LANE  "Puritan 
forefathers  made  it  a  special  point  to  do 
their  hardest  work  on  Christmas  day 
just  to  show  their  dislike  for  what  they 
considered  a  pagan  festival." 

That  is  the  sort  of  interesting  Christ- 
mas fact  that  was  dished  up  by  nine 
sponsors  in  the  participating  program, 
Down  Santa  Claus  Lane,  over  KOB, 
Albuquerque,  N.  M.,  last  Christmas- 
shopping  time.  Appropriate  Christmas 
music,  and  interesting  facts  about  the 
festivity  were  broadcast  in  two  15-min- 
ute  units  at  9:30  A.M.,  and  1:15  P.M. 
Participating  sponsors  could  split  their 
announcements  between  the  shows  or 
could  buy  announcements  on  each  one. 

AIR   FAX:    Broadcast   Schedule:    9:30    A.M.,    and    1:15 
P.M.,   Mondays   thru  Saturdays. 

Sponsors:  B.  F.  Goodrich  Stores,  Spitzmesser's  Cloth- 
ing Store,  Huning-Testman  Electric  Company,  Cook's 
Sporting    Goods,    J.    C.    Penney    Company,    Manya's 
Gift    Shop,     Ridlon's     Shoe     Store,     Keleher    Leather 
Company  and  the  Frazier  Photography  Shop. 
Station:    KOB,   Albuquerque,   New   Mex. 
Power:    50,000   watts. 
Population:    40,027. 

COMMENT:  If  you've  never  tried  radio, 
but  would  like  to  join  a  Christmas  pro- 
motion along  with  other  non-competi- 
tive merchants  in  your  town,  ask  your 
favorite  local  station.  They'll  be  glad 
to  work  out  the  details  for  you.  Cooper- 
ative shows  like  this  are  not  expensive, 
are  usually  effective  around  Christmas 
time. 

SAMPLE  SCRIPT  AVAILABLE. 


PUDDING 


Results  from  radio  programs,  based 
on  sales,  mails,  surveys,  long  runs, 
the  growth   of  the   business   itself. 


Home  Furnishings 

YAWN  PATROL  Many  a  pint-volume 
merchant  squints  warily  at  radio,  sighs, 
"Stuff  like  that  is  for  guys  like  Adam 
Hats."  But  radio,  flexible  as  a  rubber 
band,  stretches  or  shrinks  to  the  needs 
of  all  business.  At  the  present  time,  24 
sponsors  are  using  Yawn  Patrol  with  an- 
nouncements ranging  from  35,  50  words 
to  five  and  15-minute  periods. 

In  Lawrence,  Mass.,  station  WLAW 
started  Yawn  Patrol  last  October.  This 
multi-sponsored  dawn  request  program 
plays  favorite  tunes  requested  by  tele- 
phone, gives  a  nod  to  friends  and  rela- 
tives' birthdays,  anniversaries,  new  ar- 
rivals. 

Scooped  from  the  show:  1)  First  week 
of  broadcast  grossed  300  telephone  calls; 
now,  2,000  calls  weekly  keep  three  oper- 
ators hopping  to  prevent  switchboard 
jam-up.  High  for  a  single  program  was 
529  calls.  From  October  1  to  February 
15,  show  pulled  the  hair  raising  total  of 
26,027  telephone  requests.  2)  Advertis- 
ers must  purchase  six  days  a  week  for 
at  least  a  month. 

Except  for  two  misses,  every  advertiser 
who  has  used  the  program  has  snapped 
up  renewal  at  the  contract's  expiration. 
In  the  period  of  almost  a  year  85%  of 
the  advertisers  have  renewed  from 
month  to  month.  3)  Originally  set  for 
the  period,  7:30-8:45,  clamoring  clients 
swelled  the  period  to  7:00-8:45.  At  the 
last  report,  program  got  up  earlier,  now 
starts  at  6:30  A.M.  4)  Specific  instance: 
Even  during  their  slack  season,  when 
expenditure  curtailments  were  the  up- 


326 


RADIO     SH  OWM  A  NSH  I  P 


permost  consideration,  Summerfields 
Furniture  Co.  held  fast  to  Yawn  Patrol. 
Declared  ad  manager  Jesse  Stern,  "The 
period  is  really  paying  out  for  us." 

AIR   FAX:    First   Broadcast:    October,    1940. 

Broadcast    Schedule:    Monday    thru    Saturday,    6:30- 

8:45    A.M. 

Competition:    Musical    Roundup;    Agricultural    Market 

Reports;    News. 

Sponsor:    Summerfields    Furniture   Co.    (Others.) 

Station:   WLAW,    Lawrence,   Mass. 

Power:    5,000    watts. 

Population:   85,068.  > 

COMMENT:  85%  renewals  speak  for 
themselves! 


Theatres 

CURB  CLUB  Monday  through  Saturday, 
Curb  Club  convenes  in  midtown  Hart- 
ford (Conn.) ,  where  all  comers  are  in- 
vited to  test  their  skill  on  brain  twisters, 
sage  sayings,  quips  and  smart  cracks.  So 
faithfully  do  members  attend  meetings 
that  sponsors  Webster  Neighborhood 
Theatre  and  South  Green  Furniture 
Company  are  forever  fending  off  inter- 
loping sponsors.  Not  in  two  years  has 
Curb  Club  been  without  a  sponsor. 

WNBC  emcee,  Jack  Lacy,  parcels  out 
the  questions,  shells  out  anywhere  from 
a  quarter  to  a  crisp,  new  dollar  bill  de- 
pending on  the  value  of  the  question. 
Guess  'em  wrongers  get  consolation  tick- 
ets to  Webster  theatre. 

Currently  the  show  is  running  on  a 
split  sponsorship;  three  days  devoted  to 
each  sponsor. 

air     FAX:     Broadcast     Schedule:     Quarter-hour     daily, 
12:45    P.M. 

Preceded  By:    Recorded   Varieties. 
Followed  By:  News. 

Sponsor:    Split    Sponsorship:    Webster    Neighborhood 
Theatre,   and   South  Green   Furniture   Co. 
Station:    WNBC,    Hartford,    Conn. 
Power:    5,000   watts. 
Population:    221,940. 

COMMENT:  For  picture  of  Curb  Club 
in  action  and  its  informal,  smart-cracker 
emcee,  Jack  Lacy,  see  Showmanscoops, 
page  328.  With  the  exception  of  two  100 
word  commercials  and  a  short  identify- 
ing commercial  at  the  opening  and  close 
of  the  program  Lacy  puts  on  a  blood- 
hound act,  follows  any  lead  or  novel 
situation  that  may  be  encountered. 


AMERICA'S  BIGGEST 
LITTLE  RADIO  SHOW! 

It's  a  series  of  260  5-minute  scripts 
(with  about  1^  minutes  allowed  for 
commercials)  that  is  selling  more  mer- 
chandise and  services  than  any  other 
5-minute  radio  show  in  the  country! 
Minimum  contract  is  for  65  episodes. 
Available  to  only  one  sponsor  in  a  city. 

This  is  not  a  transcribed  series — but  is 
used  as  a  "live"  program,  requiring 
only  one  man  and  announcer  for  pro- 
duction. The  copy  tie-up  with  the  title 
enables  sponsors  to  give  audiences 
"something  to  think  about"  their  prod- 
uct and  services,  and  drive  the  message 
home. 

Some  of  the  sponsors  include: 
DENTYNE  GUM 

Station  WLW 5  times  weekly. 

MERCHANTS  &  EMPLOYES  BANK 

Station    KTRH 5  times  weekly. 

SINCLAIR  OIL  PRODUCTS 

Station    WFMD 5  times  weekly. 

Station    WSFA 5  times  weekly. 

HONOLULU  FINANCE  & 
THRIFT  CO. 

Station    KGMB 5  times  weekly. 

PAUL  BROTHERS 
OLDSMOBILE  CO. 

Station    WINX 3  times  weekly. 

VINCENNES  FEDERAL  SAVINGS 
&  LOAN 

Station  WOAV 5  times  weekly. 

Write  for  sample  scripts  and  full  data, 
including  combination  rate-card  order- 
form.  If  you  want  results  from  radio 
at  low  cost  —  investigate  "SOME- 
THING TO  THINK  ABOUT!" 

SPECIAL  FEATURES  SYNDICATE 

563  Northwestern  National  Bank  BIdg. 
MINNEAPOLIS.  MINNESOTA 


OCTOBER,      1941 


327 


1 


SHOWMANSCOOPS 

RADIO   SHOWMANSHIP   welcomes   unusual   photographs   of   merchandising 
stunts  used  by  businessmen  to  promote  their  radio  programs.  One  dollar  will 
be   paid    for  pictures   accepted.    If   you   wish   photographs    returned,    please   in- 
clude self-addressed,  stamped  envelope. 


Medosweet  Dairies'  latest  Gold  Medal 
award  was  received  by  Bert  Sweeting, 
of  the  Dairy,  from  Doreen  Hopper, 
conductor  of  the  KMO-Pcnthouse 
Cooking  School  of  the  Air,  now  in 
its  24th  week  in  Tacoma,  Wash.  It 
is  conducted  on  the  7th  floor  of 
Fisher's  Department  store,  Tuesdays 
and  Fridays,  from  3:15  to  3:45  P.M. 


WNBC's  emcee.  Jack  Lacy  holding 
open  house  for  his  Curb  Club  in 
midtown  Hartford,  Conn,  where  all 
comers  are  invited  to  test  their  skill 
on  brain  twisters.  (See  Proof  of  the 
Pudding,  page  327.) 


•^*%Wirm 


#1.  ▼^.'i 


Announcer  Carl  Mark  interviews  Santa  Ciaus  on 
his  arrival  at  Cleveland  airport.  Santa  was  WHK 
announcer,  Nicki  Burnett.  Sponsor  was  Cleveland's 
Coca  Cola  Bottling  Co.  (See  Showmanship  in  Ac- 
tion,  page  330.) 


left  .  .  .  Melvin  Burka  and  saleswoman,  Princene 
Merendino  dressed  in  typical  '17  costumes  for  their 
personal  appearance  in  connection  with  the  Memory 
Day  program  aired  over  WBLK,  Clarksburg,  W. 
Va.    (See  Showmanship   in    Action,   page  330.) 


right  .  .  .  Mayor  Terrell  of  Pocatello, 
Idaho  cut  the  ribbon  which  admitted 
5,000  people  to  a  direct-from-the- 
bakery  broadcast  over  KSEI  for  Eddy 
Bakery's    big   Open    House. 


OCTOBER,      1941 


329 


SHOWMANSHIP 
IN  ACTION 


Those   extra   promotions   and   merchandising   stunts 
that  lift  a  program  out  of  the  ordinary. 


Beverages 

SANTA    CLAUS    AND    TWINKLE    TOES 

Santa  Glaus  is  coming  to  town!  That  mes- 
sage heard  daily  over  WHK  drew  10,000 
children  to  the  Cleveland  airport  last 
year  for  a  holidayminded  sponsor:  The 
Cleveland  Coca  Cola  Bottling  Co. 
For  two  hours  after  the  arrival  of  Santa 
Claus  in  a  United  Air  Lines  plane,  chil- 
dren and  parents  by  the  thousands 
poured  into  the  airport.  A  special  detail 
of  20  Cleveland  policemen  were  kept 
busy  roiuing  an  estimated  3,500  cars. 

After  he  was  presented  with  a  key  to 
the  city,  Saint  Nicholas  was  interviewed 
via  a  public  address  system,  and  later 
handed  out  10,000  miniatiue  bottles  of 
Coca  Cola.  It  was  Santa  who  led  a  tri- 
umphant procession  from  the  airport  to 
midtown  Cleveland. 

Done  in  a  light,  humorous  vein,  the 
program  featured  Santa  Claus  and  his 
helper.  Twinkle  Toes,  reading  letters 
from  the  kiddies.  Just  before  Christmas 
the  commercials  were  devoted  to  sug- 
gestions as  to  how  Coca  Cola  might  be 
used  as  an  excellent  refreshment  at  holi- 
day parties.  For  the  abnormally  high 
sales  during  the  season  the  local  Coca 
Cola  Bottllng  Co.  gave  all  credit  to  the 
radio  campaign. 

air    FAX:    Program   started   a   month   before    Christmas 
and    was    continued    until    Christmas    Day.    Mid-after- 
noon   time,    each    day,    Monday    thru    Saturday    for    a 
half  hour,   was  the  time  picked  by  the  sponsor. 
Sponsor:    Cleveland    Coca    Cola   Bottling    Co. 
Station:    WHK,    Cleveland,    Ohio. 
Power:    5,000   watts. 
Population:    1,111,449. 

COMMENT:  Not  new  are  personal  ap- 
pearances of  the  centuries-old  saint,  but 


for  sure-fire  appeal  to  kiddies  of  all  ages, 
there's  nothing  better  on  the  books, 
especially  when  Santa  flies  in  on  the 
latest  United  airliner.  When  a  sponsor 
can  dramatize  one  of  these  appearances 
sufficiently,  his  appeal  is  as  large  as  the 
territory  he  covers.  Successful  sponsors 
find  plenty  in  their  socks  on  Christmas 
morn.  (For  picture,  see  Showtnanscoops, 
page  328.) 

Restaurants 

MEMORY  DAY  People  thumbing  thru 
family  picture  albums  oh!  and  ah!,  soon 
begin  to  laugh  at  the  quaint  costumes. 
From  a  feminine  point  of  view,  anything 
older  than  last  year's  hat  falls  into  that 
category.  When  the  Gore  Hotel,  Clarks- 
burg, W.  Va.,  presents  one  of  its  series 
of  Memory  Day  programs  over  WBLK, 
it  gives  its  audience  something  to  laugh 
about. 

Idea  behind  the  show  was  to  present 
28  years  from  the  life  of  an  average 
couple  whose  memories  were  tied  up 
with  Sunday  night  suppers  at  the  old, 
conservative  hostelry  whose  reputation 
for  traditional  dishes  is  far  spread.  Each 
broadcast  represented  the  passage  of  two 
years'  time  in  the 
lives  of  the  Mem- 
ory Day  couple,  as 
well  as  two  years 
in  the  hotel's  ca- 
reer. Tied  in  with 
each  broadcast  was 
the  changing  pat- 
tern of  American 
history.  For  color 
and  background, 
transcribed  musi- 
cal selections  representing  the  top  tunes 
of  the  various  years  were  used. 

The  program  was  written,  produced 
and  directed  by  imaginative,  alert  WBLK 
saleswoman,  Anne  Lorentz  Southern. 

Special  Memory  Day  supper  cards 
were  printed  and  attached  to  the  menu 
which  was  built  around  the  food  de- 
scribed on  the  Memory  Day  program. 
Tantalizing  to  passers-by  was  the  display 
in  a  special  hotel  window  of  a  pair  of 
puppets  dressed  in  the  styles  of  the  year 
to  be  featured  in  the  next  broadcast. 
Twice  during  the  run  of  the  program 


330 


RADIO     SH  OWM  ANSH  I  P 


did  Melvin  Burka,  WBLK  announcer, 
and  saleswoman  Princene  Merendino, 
don  out-moded  costumes  and  rattle  thru 
the  city  in  a  1920  car  to  make  a  person- 
al appearance  at  the  Gore  Hotel  Mem- 
ory Grill. 

AIR   FAX:    A   series    of    13    Memory   Day   programs   are 
presented. 

Broadcast  Schedule:  Sunday  afternoons  at  1:30  P.M., 
for  5   minutes. 

Preceded  By:   Matinee  with  Lytell. 
Followed    By:    Radio    City    Music    Hall. 
Sponsor:    Gore   Hotel   Memory  Grilh 
Station:   WBLK,   Clarksburg,   W.   Va. 
Power:    250   watts. 
Population:    43,643. 


COMMENT:  Often  does  a  would-be 
sponsor  remark,  "If  the  station  could 
show  me  something  absolutely  suited  to 
my  business,  I  would  be  interested." 
Sponsor  Gore  was  shown!  The  idea  be- 
hind the  show  was  to  use  the  most  pow- 
erful appeal  the  hotel  had,  its  tradition 
of  fine  food,  its  conservative  reputation; 
and  to  present  this  idea  in  an  appealing 
way.  As  a  means  of  introducing  a  spon- 
sor to  the  possibilities  and  economy  of 
radio  advertising,  the  show  was  com- 
pletely successful.  For  picture,  see  Show- 
manscoops,  page  328. 


YOURS  FOR  THE  ASKING 

Address   Radio  Showmanship  11th   at  Glenwood,    Minneapolis,   Minn. 

Please  enclose  10  cents  in  stamps  for  each  script  to  cover  the  cost  of  mailing  and  handling. 

SAMPLE  SCRIPTS  AVAILABLE 


Automobiles — Mr.     Yes     and     No      (see 

Sept.   issue,   '40,  p.   32). 
Auto    Supplies — Jack,     the    Tire    Expert 

(see   May  issue,  p.    135). 
Bakeries — Musical    Arithmetic     (see    Feb. 

issue,  p.   72 ) . 
Bakeries — Southern   Plantation    (see   Sep- 
tember issue,  '41,  p.  289). 
Beverages — Pigskin  Prevuc    (see  July  is- 
sue,  p.   222). 
Building     Materials — Homers     at     Home 

(see  Feb.  issue,  p.  58). 
Chiropractic — The  Good  Health  Program 

(see  March-April  issue,  pp.  110,  112). 
Dairy  Products — Junior  Town    (see  Dec. 

issue,  p.    136). 
Dairy   Products — Kiddie   Quiz    (see   July 

issue,  p.  214). 
Dairy  Products — Young  American's  Club 

(see  Nov.  issue,  p.    110). 
Department  Stores — Hardytime  (see  Sept. 

issue,   '40,  p.   35). 
Department     Stores — The     Pollard     Pro- 
gram   (see  August  issue,  p.  238). 
Department  Stores — Woman's  Hour   (see 

June  issue,  p.   178). 
Department    Stores — Down    Santa    Claus 

Lane    (see   p.    326). 
Department    Stores — Billie    the     Brownie 

(see  p.    318). 
Drug     Stores — Five     Years     Ago     Today 

(see  Dec.   issue,  p.    146). 
Finance — Jumping      Frog      Jubilee       (see 

August   issue,   p.    253). 
Finance — Saga    of    Savannah     (see    June 

issue,    p.    187). 
Finance — Something     to      Think      About 

(see   August   issue,   p.   245). 
Flowers — An   Orchid   to   You    (see  Sept. 

issue,  '40,  p.   35). 
Fuel — Smoke    Rings    (see   Dec.    issue,   p. 

126). 
Furs — Cocktail   Hour    (see  August  issue, 

p.  258). 
Gasoline — Home  Town  Editor    (see  Oct. 

issue,  '40,  pp.  73,  74). 
Gasoline — PDQ    Quiz    Court     (see    Dec. 

issue,  p.    134). 
Groceries — Food   Stamp   Quiz    (see  Sept. 

issue,    '40,   p.    33). 
Groceries — Matrimonial      Market     Basket 

(see  Dec.  issue,  p.   154). 


Groceries — Mystery  Melody  (see  Sep- 
tember issue,  '41,  p.  290). 

Groceries — Mystree  Tunes  (see  June 
issue,  p.   162). 

Groceries  (Wholesale) — Hoxie  Fruit  Re- 
porter   (sec  Jan.  issue,  p.   34). 

Groceries  (Wholesale) — Market  Melodies 
(see  Oct.  issue,   '40,  pp.   73,   74). 

Groceries  (Wholesale) — Women's  News- 
reel  of  the  Air  (see  Oct.  issue,  '40, 
p.    63). 

Laundries — Rock-a-byc  Lady  (sec  Feb. 
issue,  p.  47). 

Men's  Wear — Hats  Off  (see  June  issue, 
pp.   178,    183). 

Music  Stores — Kiddies'  Revue  (see  p. 
306). 

Optometry — Good  Morning,  Neighbors 
(see  Jan.  issue,  p.   35). 

Shoes — Campus  Reporters  (see  August 
issue,    p.    251). 

Shoes — Mr.  Fixer  (see  June  issue,  p. 
148). 

Sporting  Goods — Alley  Dust  (see  June 
issue,  p.    177). 

Sustaining — Calling  All  Camps  (see  p. 
310). 

Women's  Wear — Melodies  and  Fashions 
(see  Nov.  issue,  p.   112). 

SAMPLE    TRANSCRIPTIONS 

Betty  and  Bob  (see  Oct.  issue,  '40,  p. 
53). 

Captains  of  Industry  (sec  September  is- 
sue,  '41,  p.  284). 

The  Enemy  Within  (see  Jan.  issue,  p. 
18). 

The  Face  of  the  War  (see  May  issue, 
p.    125). 

Fun  With  Music  (see  June  issue,  p. 
162). 

Getting  the  Most  Out  of  Life  Today 
(see  July  issue,  p.   196). 

Little  by  Little  House  (see  May  issue, 
p.    128). 

Mama  Bloom's  Brood  (see  August  issue, 
p.   248). 

Pinocchio    (see   Sept.    issue,    '40,    p.    11). 

Secret  Agent  K-7  (see  Sept.  issue,  '40, 
p.    35). 

Sonny   Tabor    (see   May   issue,   p.    140). 

Superman  (see  September  issue,  '41, 
p.    271). 

Stella  Unger    (sec  Feb.  issue,  p.   56). 

Streamlined  Fairy  Tales  (see  March- 
April   issue,  p.   90). 


OCTOBER,      1941 


331 


1 


WHAT  THE  PROGRAM  DID  FOR  MEJ 


This  is  the  businessman's  own  department.  Radio  advertisers  are  invited  to  exchange 
results  and  reactions  of  radio  programs  for  their  mutual  benefit.  Address  all  letters  to 
What  the  Program  Did  for  Me,  Radia  Showmanship,  II /A  at  Glenwood,  Minneapolis,  Minn. 


Dairies 

CINNAMON  BEAR  "Unfortunately  our 
supply  of  Cinnamon  Bear  Bottle  Stick- 
ers and  Miniature  Telegrams  is  com- 
pletely exhausted  and  we  are  unable  to 
forward  any  samples  to  you.  The  bottle 
stickers  were  distributed  through  the 
medium  of  our  bottled  products  to  ap- 
proximately 13,000  of  our  regular  cus- 
tomers advising  them  of  our  plans  to 
broadcast  the  Adventures  of  the  Cinna- 
mon Bear.  The  same  applies  to  our 
Miniature  Telegram  forms,  only  they 
were  distributed  directly  to  the  school 
children  when  going  home  from  school. 
The  majority  of  the  schools  in  Ottawa 
were  covered  at  various  periods. 

"Upon  completion  of  this  broadcast  a 
general  survey  was  made  and  from  all 
indications  it  was  a  great  success.  The 
children  enjoyed  it  immensely,  and  so 
did  the  older  folks. 

"We  also  feel  a  great  amount  of  good 
will  was  derived  from  this  broadcast." 

A.  STEEL 

Sales  Manager,  Milk  Division 

Ottawa  Dairy  Company 

Ottawa,  Canada 

AIR  FAX:   Broadcast  Schedule:   Quarter  hour  daily  ex- 
cept  Sunday,    between   Thanksgiving   and    Christmas. 
Sponsor:   Ottawa    (Ca. )    Dairy  Milk. 
Station:    CKCO,    Ottawa,    Ca. 
Power:   100  watts. 

COMMENT:  For  a  complete  description 
of  The  Cinnamon  Bear,  see  page  319. 


Electrical  Appliances 

ODD  QUIRKS  IN  THE  NEWS  "This 
program  has  paid  for  itself  in  direct  re- 
sults from  the  first  week.  The  only  thing 
that  will  ever  cause  its  discontinuance 
will  be  our  inability  to  secure  enough 
merchandise  to  serve  our  existing  dealers. 


"The  program  is  our  only  medium  of 
informing  customers  of  some  special 
opening,  celebration,  or  offer  that  one 
of  our  dealers  was  having.  The  results 
obtained  have  convinced  us  that  in  a 
short  period  we  have  not  only  a  vast 
listening  audience,  but  also  a  responsive 
one. 

"Our  dealers  are  very  enthusiastic 
about  this  program.  Each  day,  two  deal- 
ers receive  mention  at  the  beginning  and 
at  the  conclusion  of  the  five  minute 
period.  This  identifies  the  product  with 
the  dealer.  The  dealer  is  not  asked  to 
apply  any  of  his  cooperative  advertising 
allowance  against  the  cost  of  this  pro- 
gram. That  cost  is  shared  by  Hot  Point, 
the  manufacturer,  and  Interstate,  the 
distributor.  Dealers  relate  any  number 
of  direct  sales  as  a  result  of  this  pro- 
gram." 

CLYDE  FANT 

Manager,  Appliance  Department 

Interstate  Electric  Company 

Shreveport,  La, 

AIR  FAX:  First  Broadcast:  February,   1941. 
Broadcast   Schedule:    Daily,    5    minutes. 
Followed  By:   News. 
Sponsor:   Interstate  Electric  Company. 
Station:    KWKH,    Shreveport,   La. 
Power:   50,000  watts. 
Population:    82,162. 

COMMENT:  Wholesalers  and  distribu- 
tors should  take  a  leaf  from  Interstate's 
book.  Idea  of  mentioning  dealer's  name 
on  each  show  builds  consumer  sales, 
dealer  good  will  at  one  and  the  same 
time. 

To  many  listeners  a  news  show  with  a 
lighter  touch  is  a  welcome  relief.  It's 
easy  to  produce,  too.  The  news  staff  of 
any  radio  station  can  clip  enough  odd 
quirks  during  the  day  for  a  very  interest- 
ing short  program. 


332 


RADIO     SH  OWM  A  NSH  I  P 


TRENDS 


A  tating  of  program  patterns  based  on  a  special  survey  of 
outstanding,  locally  sponsored  radio  programs  throughout 
the  country.  Let  the  TREND  of  these  ratings,  month  to 
month,   be   your  guide  to   better  buying. 


PROGRAM  RATINGS 

AUGUST,  1941 

Type 

Rating 

Last 
Month 

1  Month 
Change 

Last 
Year 

1  Year 
Change 

MUSIC 

.306 

.311 

-.005 

.350 

-.044 

NEWS 

.225 

.224 

+.001 

.170 

+.055 

QUIZ 

.120 

.125 

-.005 

.110 

+  .010 

TALKS 

.097 

.035 

+.012 

No 
Rating 

INTERVIEWS 

.085 

.079 

+  .006 

No 
Rating 

SPORTS 

.065 

.070 

-.005 

.080 

-.015 

DRAMA 

.051 

.053 

-.002 

.080 

-.029 

COMEDY 

.051 

.053 

-.002 

.040 

+.011 

TOTAL 

1.000 

1.000 

1  Mo. 

GROUPS                  Men  Change 

Music 264  -.006 

News 281  +.011 

Talks 070  +.010 

Interviews  .  .  .          .067  -.003 

Quiz 123  +.003 

Sports 124  -.006 

Drama 033  -.007 

Comedy 038  -.002 


THIS  YEAR 

One  year  of  Trends  has  brought  to 
light  many  interesting  facts.  1)  The 
spectacular  rise  in  the  rating  of  news 
shows.  More  and  more  good  news  pro- 
grams have  reached  the  airways,  but  the 
saturation  point  is  still  in  the  distant 
future.  2)  The  drop  in  musical  pro- 
grams starting  from  January  1st.  3)  Sec- 
ond biggest  rise  of  the  year  was  in  pro- 
grams with  a  comedy  appeal;  indicat- 
ing, perhaps,  that  while  most  people 
like  to  keep  up  with  world  events,  they 
still  seek  emotional  relief.  4)  Smallest 
variation  shown  in  quiz  programs,  ex- 
cept in  kid  quizzes  which  have  steadily 
increased. 


Women 
.336 
.217 
.136 
.089 
.111 
.028 
.033 
.050 


1  Mo. 
Change 

-.014 

+  .007 

+  .016 

+  .009 

-.009 

-.002 

-.007 


Children 
.302 
.099 
.057 
.114 
.141 
.046 
.155 
.085 


1  Mo. 
Change 

-.017 

-.001 

+  .007 

+  .014 

+  .001 

+  .006 

-.005 

-.005 


THIS  MONTH 

Biggest  advance  of  the  month  (bigger 
than  any  other  single  rise  in  several 
months)  was  in  talks.  It  is  difficult  to 
determine  what  factor  actually  caused 
this  rise.  One  thing  is  certain,  talks  have 
become  much  more  interesting  than  ever 
before.  AVhat's  more:  the  better  talk 
programs  have  been  confined  to  five 
minutes,  or  fifteen  minutes  with  music. 
Stoick  Cut  Rate  Drugs  include  odd 
facts  in  history,  beauty  and  household 
hints,  weather  reports— all  within  a  fast- 
moving  daily  five  minute  program  over 
station  KGVO,  Missoula,  Mont.  They 
call  it  Stoick's  Radio  Almanac. 


OCTOBER,      1941 


333 


CHRISTMAS  FILE 


Recommended  for  use  around 
Christmas  time  because  they  are 
especially  designed  for  children  are 
the  following  tested  radio  shows  and 
transcribed  series  which  have  been 
reviewed  in  previous  issues  of  Radio 
Showmanship.  They  are  listed  by 
the  title  of  the  article  that  appeared 
in  Showmanship. 

(1)  SOMETHING  VENTURED,  Sept.,  1940, 
p.  11. 

Advertisers  all  over  America  (32  of 
them)  have  seized  the  chance  to  sponsor 
the  Adventures  of  Pinocchio  in  tran- 
scription form.  Advertisers  who  got  the 
biggest  results  were  those  who  recog- 
nized in  Pinocchio  a  natural  opportun- 
ity to  employ  added  showmanship. 

(2)  A  CHRISTMAS  SALES  STORY,  Nov., 
1940,   p.    102. 

August  last,  in  the  Boston  office  of 
Kasper-Gordon,  Inc.,  makers  and  sellers 
of  electrical  transcription  programs, 
ideaman  Aaron  Bloom  put  the  finishing 
touches  on  this  year's  version  of  a  suc- 
cessful radio  promotion  called  Adven- 
tures in  Christmastree  Grove. 

(3)  THE  WFBR-READ'S  TOY  SCOUT  PA- 
RADE, Nov.,  1940,  p.  107. 

Last  Christmas  40,000  toys  marched  in 
steady  parade  into  Baltimore's  Read 
Drug  stores.  A  plea  was  aired  for  toys, 
old  and  new.  To  draw  juvenile  response, 
toy  Scout  buttons  bearing  Read's  name 
were  distributed  to  those  contributing 
toys. 

(4)  YOUR  TOWN  CAN  WORK  FOR  YOU, 
Dec,  1940,  p.  136. 

Junior  Town  has  been  a  success.  Ap- 
pearing before  the  microphone  three 
times  weekly  are  boys  and  girls  with 
ambitions,  hobbies  and  experiences, 
which  they  relate  in  unrehearsed,  im- 
promptu interviews. 

(5)  JUNIOR   ROUND   TABLE,   Dec,    1940, 
p.  146. 

Youngsters  picked  by  school  authorities 


go  on  the  air  in  an  unrehearsed,  friend- 
ly round  table  conference.  They  discuss 
anything  of  local  or  national  interest. 
Christmas  festivities  certainly  come  in 
that  category. 

(6)  MICKEY  MOUSE  CLUB,  Jan.,  1941,  p. 
32. 

With  the  accent  on  youth,  the  show  in- 
vites local,  jubilant  juveniles  to  perform, 
sets  their  age  limit  at  10  years. 

(7)  THE  JUNIOR  SHOWBOAT,  Feb.,  1941, 
p.  65. 

Cleveland    amateurs    are    presented    as 
though  they  are  a  part  of  a  professional 
show  aboard  a  river  steamer.  Stress  is  on    j 
the  good  musical  quality  of  the  show,    j 
Christmas  offers  splendid  possibilities  for    | 
the  use  of  familiar,  well-known  songs. 

(8)  BREAD     SALES     THRU     THE     AIR,     i 
March-April,  1941,  p.  90. 

Streamlined  Fairy  Tales  is  unlike  most 
programs  designed  for  children,  because 
it  has  the  extra  appeal  of  being  equally 
as  interesting  to  adults.  A  transcribed 
series,  featuring  the  famous  singers,  the 
"Koralites,"  who  offer  modern  versions 
of  popular  children  stories. 

(9)  KIDDY  CLUB,  March- April,  p.  106. 

Child  entertainers  are  picked  at  random 
from  the  Saturday  morning  audience, 
do  whatever  they  like  on  the  show.  Spon- 
taneity of  child  talent  turns  the  trick. 
Store  broadcast  would  be  an  angle  on  a 
show  of  this  kind  to  create  store  traffic. 

(10)  KIDDIE  QUIZ,  July,  1941,  p.  214. 

A  kid  talent  show  revamped  into  a  kid 
quiz.  Lads  and  lassies  squeeze  into  the 
theatre,  start  the  afternoon  in  a  true  red- 
white-blue  spirit  by  singing  My  Country 
'Tis  of  Thee.  Three  boys  and  three  girls 
are  subjected  to  five  rounds  of  carefully 
culled  questions. 

(11)  DAWSON'S    SPELLING     BEE,    Sept., 
1941,  p.  286. 

Listener  interest  is  harnessed  with  an 
old-fashioned  spelling  bee.  Avid  listeners 
supply  batches  of  questions. 


334 


RADIO     SHOWMANSH  IP 


eyi  /  Your  Fingertips 


RADIO  SHOWMANSHIP 


Holds   18   magazines.   The   convenient^   compact   method   of 


keeping    your    copies    in    permanent^    chronological    order. 


Order  today.  Use  the  coupon  below.  Only  $1.50  postpaid. 


Radio  Showmanship  Magazine 
eleventh  at  glen  wood  aventf 
Minneapolis,  Minnesota 

Gentlemen: 

Send  me  □  copies  of  the  Radio  Showmanship 
Magazine  File  Binders,  at  Si. 50  per  binder,  postage 
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Name  .  .  . 
Address .  . 
Company 
Position  . 
City 


State. 


s 

Furniture  0)nipaii\ 
in  volume  sincx 
most  remarkahl 


^EX  /     \!()\  /  f  r\    !-,\i  I     '  )i 


^   ncic      I  )  Slack,     FVcsidcnr 

Icscribcs  how  his  business 


BER  19. 


<• 


25 


)C    IN   CANADA 


^- 


^ 


IN  THIS  ISSUE  .  .  .  PROGRAMS  AND  PROMOTIONS  FOR 


Bakeries 


Beverages 


Bairies 


Bruq  Stores 


Farm  Supplies 


Gasoline 


Groceries 


Hardware  Stores 


Home  Furnishings 


Jewelry      *      Men's  Wear 


Theatres 


MMIL 


YOUR  BUSINESS  AT  A  GLANCE 


An   index,   classifying  by  businesses   the  various   articles   and   services    in   Radio  Showmanship. 
It's  the  quick  way  to  find  out  what  others  in  your  business  field  are  accomplishing  through  radio. 


NOVEMBER 


Business  PAGE 

Bakeries  355 

Beverages  356,  361,  364,  368 

Dairies  361,  365 

Drug  Stores  347 

Farm  Supplies  359,  364,  365,  366 

Gasoline 350 

Groceries 355 


Business  PAGE 

Hardv/are  Stores  360 

Home  Furnishings  343,  362,  366 

Jewelry 362 

Men's  Wear 367 

Repair  Shops  367 

Shoes  360 

Theatres 352 


OCTOBER 


Business  PAGE 

Bakeries 320,  329 

Beverages .    329,   330 

Dairies  322,   328,   332 

Department 

Stores  312,  314,  320,  323,  324,  325 


Business  PAGE 

Home  Furnishings 326,  328 

Music   Stores 306 

Merchant's  Associations  319 

Restaurants  325,  329,  330 

Sporting    Goods    326 

Sustaining  310,  317 

Theatres  327,  328 


CONTENTS 

NOVEMBER   1941 

VOL.  2  NO.  10 


Editorial  Advisory  Board 
Radio 

Herbert  Pettey 

New  York 
Ralph  Atlass 

Chicago 
William  Dolph 

Washington 
Henry  Johnston 

Birmingham 
Glenn  Snyder 

Chicago 
Philip  Lasky 

San  Francisco 
Roger  Clipp 

Philadelphia 
J.  Harold  Ryan 

Toledo 
Business 
Lorenzo  Richards 

Ogden,  Utah 
GusTAv  Flexner 

Louisville 
J.  Hudson  Huffaud 

Bluefield,  Va. 
Maurice  M.  Chait 

Peoria,  III 
Frank  J.  Ryan 

Kalamazoo,  Mich. 
Allen  C.  Knowixs 

Cleveland 

Editor  and  Publisher:  Don  Paul 
Xathanson.  Managing  Editor:  Tod 
Williams.  Associate  Editors:  Marie 
Ford,  Norman  \'.  Carlisle,  Harold 
Kahm,  Paul  Hell  man.  Business: 
N.  Lunde.   Circulation:  Thelma  Kay. 

Published  by  Showmanship  Publi- 
cations, Minneapolis,  Minn.  Subscrip- 
tion rate:  $2.50  a  year,  25c  a  copy. 
Address  editorial  correspondence  to 
Showmanship  Building,  Eleventh  at 
Glenwood,  Minneapolis,  Minn.  Tele- 
phone: Bridgeport  6228. 

Copyright  1941,  by  Showmanship 
Publications,  publishers  of  Radio 
Showmanship. 


Editorial 342 

Radio  Sells  Furniture 343 

R.  A.  Slack 

It  takes  a  lot  of  radio  time  to  sell 
furniture,  but  it's  worth  it  in  terms 
of  sales  increases,  writes  the  presi- 
dent of  the  Slack  Furniture  Co.,  St. 
Louis,  Mo. 

Drug  Sales  Thru  the  Air 347 

James  Shapiro 

That  community  news  heard  over 
the  air  sells  merchandise  is  the  testi- 
mony of  James  Shapiro,  president  of 
the  Shapiro  Cut  Rate  Drug  Store, 
Hibbing,  Minn. 

Attack   from   the  Air  350 

O.  M.  Harness 

How  radio  promotion  boosted  480 
dealer  outlets  to  3,000  is  told  by  O. 
M.  Harness,  sales  manager,  Macmil- 
lan  Petroleum  Corporation. 

Radio  Salutes  a  New  Theatre  352 

Al    Anson 

How  radio  participated  in  Nor- 
shor's  grand  opening  is  described 
by  Al  Anson,  Duluth  district  man- 
ager of  the  Minnesota  Amusement 
Co. 


NOVEMBER,      1941 


339 


AMERICA'S  BIGGEST 
LITTLE  RADIO  SHOW! 

It's  a  series  of  260  5-minute  scripts 
(with  about  1^  minutes  allowed  for 
commercials)  that  is  selling  more  mer- 
chandise and  services  than  any  other 
5-minute  radio  show  in  the  country! 
Minimum  contract  is  for  65  episodes. 
Available  to  only  one  sponsor  in  a  city. 

This  is  not  a  transcribed  series — but  is 
used  as  a  "live"  program,  requiring 
only  one  man  and  announcer  for  pro- 
duction. The  copy  tie-up  with  the  title 
enables  sponsors  to  give  audiences 
"something  to  think  about"  their  prod- 
uct and  services,  and  drive  the  message 
home. 

Some  of  the  sponsors  include: 
DENTYNE  GUM 

Station  WLW 5  times  weekly. 

MERCHANTS  &  EMPLOYES  BANK 

Station    KTRH 5  times  weekly. 

SINCLAIR  OIL  PRODUCTS 

Station    WFMD 5  times  weekly. 

Station    WSFA 5  times  weekly. 

HONOLULU  FINANCE  & 
THRIFT  CO. 

Station   KGMB 5  times  weekly. 

PAUL  BROTHERS 
OLDSMOBILE  CO. 

Station    WINX 3  times  weekly. 

VINCENNES  FEDERAL  SAVINGS 

&  LOAN 
Station  WOAV 5  times  weekly. 

Write  for  sample  scripts  and  full  data, 
including  combination  rate-card  order- 
form.  If  you  want  results  from  radio' 
at  low  cost  —  investigate  "SOME- 
THING TO  THINK  ABOUT!" 

SPECIAL  FEATURES  SYNDICATE 

563  Northwestern  National  Bank  BIdg. 
MINNEAPOLIS.  MINNESOTA 


Dearest   Mother 354 

An  RS  Air  Analysis 

Adman  Bertram  May  puts  his  stamp 
of  approval  on  this  dramatic  elec- 
trical transcription  series. 

Dollars  for  Consistency 357 

Tod   Williams 

Here  is  the  first  in  a  series  of  arti- 
cles by  Tod  Williams  designed  to 
help  chart  a  course  for  actual  or 
potential  radio  advertisers. 

Airing  the  New 359 

All  the  available  data  on  new  radio 
programs.  No  result  figures,  as  yet, 
but  worth  reading  about! 

Showmanship  in  Action 361 

Those  extra  promotions  and  mer- 
chandising stunts  that  lift  a  program 
out  of  the  ordinary. 

Yours  for  the  Asking 363 

A  listing  of  sample  scripts  and  tran- 
scription availabilities  on  programs 
reviewed  in  this  and  preceding  is- 
sues. 

Showmanscoops 364 

Photographic  review  of  merchandis- 
ing stunts,  and  the  personalities  be- 
hind them. 

Proof  O'  the  Pudding 366 

Results  from  radio  programs,  based 
on  sales,  mails,  surveys,  long  runs, 
and  the  growth  of  the  business  itself. 

What  the  Program  Did  for  Me 368 

This  is  the  businessman's  own  de- 
partment. Here,  the  radio  adver- 
tisers of  the  nation  exchange  results 
and  reactions  of  radio  programs  for 
their  mutual  benefit. 

Johnny  on  the  Spot 369 

If  you  use  spot  announcements, 
you'll  be  interested  in  the  news,  re- 
views and  tips  in  this  department. 

Trends 370 

A  rating  of  program  patterns  based 
on  a  special  and  continuous  survey 
of  outstanding,  locally-sponsored 
radio  programs  throughout  the 
country. 


340 


RADIO     SHOWM  ANSH  I  P 


This  page  can  SAVE  you 
thousands  of  dollars  •  •  • 

and  MAKE  you  thousands  of  SALES! 


PRODUCTIVE,  audience-building,  tested 
shows  . .  .  show  s  that  w  ould  cost  you  thou- 
sands of  dollars  if  you  had  to  produce 
them  for  yourself  .  .  .  are  yours  at  surpris- 
ingly low  cost  through  the  facilities  of  the 
NBC  Radio-Recording  Division. 

Not  once,  but  dozens  of  times,  these 
NBC  Syndicated  Recorded  Programs  have 
proved  their  ability  to  skyrocket  sales  for 


sponsors  in  any  American  market. 

Send  for  the  facts  .  . .  today.  Just  check 
below  the  programs  that  interest  vou, 
then  tear  this  page  out  and  mail  it  (with 
your  letterhead,  please)  to  NBC  Radio- 
Recording  Division.  It  will  bring  vou  a 
complete  presentation  —  information  on 
rates,  schedules,  current  availability,  and 
audition  records. 


Check 

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Betty  and  Bob.  Outstanding  dra- 
matic programs  with  name  stars  who 
are  favorites  of  millions.  Five  quar- 
ter-hours per  week. 

The  Face  of  the  War — as  seen  by- 
Sam  Cuff.  Keen,  timely,  penetrat- 
ing analysis  of  the  stories  behind 
war  headlines.  Three  5-minutes  per 
week. 

Who's  News.  Revealing,  informal 
5-minute  chats  with  America's  head- 
line personalities  in  the  arts,  sciences, 
sports,  business,  music,  theatre,  etc. 
Three  programs  per  week. 

Getting  the  Most  Out  of  Life 
Today  with  Dr.  William  L. 
Stidger.  Forceful,  down-to-earth 
philosophy  every  man  and  woman 
can  understand  and  enjoy.  Three 
5-minutes  per  week. 


Check 

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Time  Out — with  Ted  Steele  and 
Grace  Albert.  Bright,  gay  boy-and- 
girl  songs  and  banter  with  interludes 
featuring  ''Nellie  the  Novachord." 
Twenty-six  quarter-hour  programs. 

Five  -  Minute  Mysteries.  Unique 
series  of  thrilling,  dramatized  mys- 
teries— complete  in  each  5-minute 
episode,  three  to  five  per  week. 

Hollywood  Headliners.  Intimate 

inside  stories  about  Hollywood  Stars 
told  by  Stella  Unger.  Three  to  six 
5-minutes  per  week. 

Produced  at  "Broadcasting  Headquar- 
ters,'" these  programs  have  all  the  flavor 
and  character  of  live  shows,  and  the  finest 
recording— NBC  ORTHACOUSTIC. 
.  .  .  AND  complete  production  and  re- 
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grams— from  script  to  finished  pressings. 


diO'Recording  Division 

NATIONAL  BROADCASTING  COMPANY 

A  Radio  Corporation  of  America  Service 
RCA  Building,  Radio  City,  New  York    •    Merchandise  Mart,  Chicago 
Trans-Lux  Building,  Washington,  D.  C.  •  Sunset  and  Vine,  Hollywood 


A  MODERN  FABLE 


A  Neanderthal  Man,  so  the  story  goes,  walked  up  to  a 
roaring  fire  one  day,  stuck  his  fingers  right  into  the  hot 
flames,  burned  them. 

From  that  time  on,  our  "wise"  friend  made  mighty 
sure  there  luas  plenty  of  space  between  him  and  another 
fire. 

And  so,  the  following  winter,  he  froze  to  death. 


I  IKE  all  fables,  this  one  has  an  application!  Take  radio 
I  as  an  example. 

I  know  of  more  than  one  man  who  has  burned  his 
fingers  by  trying  a  short  radio  campaign  in  the  distant 
past  and,  from  that  time  on,  has  placed  his  advertising 
dollars  elsewhere. 

One  clothier,  in  particular,  was  offered  an  exception- 
ally good  radio  buy  the  other  day.  He  refused.  Why?  Be- 
cause, way  back  in  1925,  he  had  purchased  a  few  spot  an- 
nouncements and  they  didn't  happen  to  sell. 

Wasn't  it  Dr.  Ehrlich  who  had  605  failures?  But  the 
606th  was  the  formula  he  was  looking  for. 

Business  men  have  learned  a  great  deal  about  radio  in 
the  past  twenty  years.  Most  important,  they  have  learned 
that  it  pays  to  experiment  until  a  good  program  is 
found. 

What's  more:  They  have  also  learned  that  it  is  also 
wise  to  experiment  on  the  other  fellow's  dollar.  There 
are  hundreds  of  business  men  in  your  field  who  have 
already  discovered  a  profit-making  radio  program. 

Follow  their  formula! 

It  works  for  them.  The  odds  are  all  in  your  favor  that 
it  will  work  for  you! 


342  RADIOSHOWMANSHIP 


adio  Sells  FnrnitiLre 


"It  Takes  a  Lot  of  Time'  But  It's  Worth  It,"  Writes  "Uncle 
Dick"  Slack,  President,  Slack  Furniture  Co.,  of  St.  Louis,  Mo. 


IF  you'd  like  my  opinion  on  radio  as  a 
useful  advertising  medium,  I  could 
answer  in  no  more  certain  manner  than 
to  point  out  that  my  own  business  has 
more  than  tripled  in  volume  since  I  first 
went  on  the  air. 

This  will  be  my  ninth  year  as  a  major 
radio  advertiser.  Each  year  I  invest  more 
dollars,  and  each  year  I  find  it  more  pro- 
ductive. 

Basically,  my  entire  advertising  policy 
rests  on  the  theory  of  telling  my  sales 
story  as  often  as  possible  to  the  great- 
est number  of  listeners.  Really,  it's  as 
simple  as  that. 

I  have  used  KMOX  exclusively,  I  have 
also  used  the  facilities  of  more  than  one 
station.  In  fact,  I  have  used  as  many  as 
four  stations,  not  only  many  times  a 
week  but  also  continuously  throughout 
the  year. 

My  programs  are  purposely  not  pre- 
tentious. They  appeal  to  fun-loving,  en- 
tertainment-seeking folks  of  all  ages  and 
every  walk  of  life.  I  have  given  them 
this  type  of  entertainment  in  both  daily 
and  weekly  shows.  Sometimes  I  have  put 
the  shows  on  the  stage  as  I  did  at  the 
Mattoon  City  building,  Mattoon,  111. 
for  nearly  one  entire  winter,  and  this 
past    season    from    the    KMOX-WBBM 


show  tent  at  the  Illinois  State  Fair.  At 
times  I  have  used  spot  announcements. 
They  all  fit  into  the  pattern  of  telling 
my  sales  story  as  often  as  possible  to  the 
greatest  number  of  listeners.  If  it  seems 
to  me  that  an  hour  show  is  the  best,  I 
use  it.  When  announcements  seem  to  be 
in  order,  I  use  them. 

When  it  comes  to  my  own  personal 
preference  as  to  the  most  effective  type 
of  radio  show,  I  would  unquestionably 
give  first  place  to  "western"  and  "hill- 
billy" entertainment.  This  type  of  pro- 
gram has  worked  wonders  for  my  own 
business.  Certainly,  I  have  found  noth- 
ing that  has  done  more  for  me  than  a 
variety  "hillbilly"  show  with  music,  vo- 
cals, jokes,  and  of  course  the  commer- 
cials. 

Frequent  mentions  of  our  free  de- 
livery service  even  to  distant  points  are 
made  in  the  commercials  on  all  shows. 
The  much  repeated  fact  that  I  do  not 
charge  any  interest  on  time  purchases  is 
also  an  appealing  factor  to  many  a  sal- 
aried man  and  woman.  There  is  one 
message  that  is  heard  constantly  in  all 
my  commercials,  and  this  is  it:  ''No  mat- 
ter how  low  the  prices  are  on  any  tiling 
the  Jolly  Irishman  advertises,  you  never 
have  to  pay  one  single  cent  extra  for 
time  payments." 

It  is  said  that  sentiment  has  no  place 
in  business,  but  I  have  built  my  busi- 
ness largely  by  a  plentiful  admixture  of 
sentiment,  honest  dealing,  and  lots  of 
radio  advertising.  To  St.  Louisans,  I  am 
known  as  Uncle  Dick  Slack,  the  Jolly 
Irishman. 

Here  is  a  sample  commercial  which,  I 
think,  is  fairly  typical  of  the  type  of 
copy  I  have  found  to  be  most  success- 
ful: 


NOVEMBER,     1941 


343 


"Less  than  a  week  left  to  one  of 
the  greatest  sales  the  Jolly  Irish- 
man has  ever  held.  The  owner  of 
one  of  the  biggest  warehouses  where 
Uncle  Dick  Slack's  new  furniture  is 
stored  has  taken  up  the  lease  and 
ordered  the  Jolly  Irishman  to  va- 
cate. And  so  Uncle  Dick  Slack  is 
stuck.  It'll  cost  a  fortune  to  move 
this  huge  stock.  He  decided  it  would 
be  cheaper  for  him  to  sell  the  con- 
tents of  this  warehouse.  But  his  loss 
is  your  gain.  There  are  still  many 
bargains  left  but  we  urge  you  to 
take  advantage  of  them  now.  There 
are  only  six  more  days  to  this  sale. 
Understand  now,  everything  is  on 
sale.  They  have  to  be  moved  fast- 
rugs,  radios,  couches,  heaters,  furni- 
ture-everything." 

I  have  always  featured  "free  gifts."  I 
remember  that  on  one  100-word  an- 
nouncement for  a  pencil  give-a-way,  over 
WDZ,  Tuscola,  111.,  we  received  4,383 
requests. 

My  business  grew  up  in  East  St.  Louis, 
where  I  was  able  to  attract  thousands 
of  Central  Illinois  farm  folks  and  small- 
town people.  Soon  I  noticed  that  trade 
was  crossing  the  Mississippi  from  St. 
Louis  and  from  many  other  Missouri 
towns.  The  St.  Louis  trade  grew  to  such 
proportions  that  I  recently  found  it  nec- 
essary to  open  a  large  store  in  that  city 
to  help  me  handle  my  Missouri  trade 
with  more  speed.  And  much  of  the  local 
St.  Louis  trade  has  come  to  me,  I  am 
sure,  through  hearing  the  constant  rep- 
etition on  the  air  of  one  offer  after  an- 
other. 

The  Slack  schedule  on  KMOX  now 
amounts  to  a  total  of  30  quarter-hours 
per  six-day  week,  making  us  the  largest 
user  of  radio  time  among  all  St.  Louis 
retail  establishments. 

My  major  effort,  at  present,  is  the 
Ozark  Varieties,  a  half-hour  program  of 
"western"  and  "hillbilly"  tunes,  with  a 
large  cast  of  entertainers.  "Pappy"  Ches- 
hire presides  over  the  good-natured  do- 
ings each  morning  at  6:30,  Mondays 
through  Fridays. 

Saturday  is  always  the  busiest  day  of 
the  week  at  both  my  St.  Louis  and  East 


^ 

0^'^^ 


344 


RADIO     SHOWMANSH  IP 


Here's  the  whole  gang  of  'em,  the  cast  of  "Uncle 
Dick"  Slack's  early  morning  show,  Ozark  Varieties. 
"Pappy"   Cheshire   is   shown   at   the   extreme   left. 


,^ 


r 


y 


•N. 


a 


V         \ 


^ 


w 


NOVEMBER,      194 


4 


345 


Proud  of  his  Irish  ancestry  (to  the 
extent  of  adorning  the  loalls  of  his 
store  with  giant  shamrocks)  is  Rich- 
ard Alexander  Slack  (shown  above 
at  The  Old  Corral  with  Hal  Chois- 
ser).  Few  St.  Louisans  would  fail  to 
identify  him  as  Uncle  Dick,  ''the 
Jolly  Irishman." 

He  started  his  activities  in  the 
furniture  business  at  a  very  early 
age,  and  after  learning  the  business 
selling  for  others  he  opened  his  own 
retail  store  on  the  proverbial  "shoe- 
string." Married  at  19,  his  great  de- 
light these  days  is  a  grandson  and 
a  granddaughter,  the  children  of 
Randall  (Rex)  Slack,  his  only  son. 

Apart  from  his  business,  baseball 
is  Uncle  Dick's  greatest  hobby.  Ever 
since  boyhood  days  he  has  loved  the 
great  American  sport.  At  one  time 
he  managed  a  semi-professional 
team.  Largely  through  his  tireless 
work,  the  first  baseball  park  in  East 
St.  Louis  was  built.  Big  league  cir- 
cles are  well  aware  of  his  close  and 
enduring  friendship  with  some  of 
baseball's  immortals.  (For  many 
years  it  was  said  that  "Dizzy"  Dean 
signed  no  contracts  until  he  had 
consulted  Uncle  Dick.) 

Another  close  personal  friend  of 


Slack's  was  the  late  motion  picture 
coxuboy  star,  Tom  Mix.  Many  other 
prominent  figures  of  the  sports  and 
theatrical  world  count  themselves 
among  admirers  of  this  friendly  fur- 
niture man. 


Continued  from  page  344 
St.  Louis  stores.  So  on  that  day  I  always 
plan  an  especially  big  program.  My  pres- 
ent Saturday  schedule  calls  for  a  full 
hour  Jolly  Jamboree,  8:00  to  9:00  A.M., 
and  we  return  again  that  same  evening 
with  our  Old-Fashioned  Barn  Dance, 
10:30  P.M.  to  12:15  A.M. 

We  always  welcome  a  studio  audience 
to  both  the  Jolly  Jamboree  and  the  Old- 
Fashioned  Barn  Dance.  A  huge  demand 
for  admissions  to  the  latter  show  has  re- 
sulted in  a  sizeable  waiting  list  for  tick- 
ets. Every  Saturday  night  we  are  forced 
to  hang  out  the  S.R.O.  sign  at  the 
KMOX  Playhouse  studio! 

I  have  two  more  programs  at  the  pres- 
ent time.  One  is  called  Moonlight  Sere- 
nade. It  is  a  simple,  quiet  sort  of 
homey  quarter-hour  of  old-fashioned 
songs  which  usually  features  the  voices 
of  the  top  favorites  from  my  daytime 
programs.  Moonlight  Serenade  is  a  wel- 
come visitor  to  many  thousands  of 
homes  in  the  late  evening,  at  10:15, 
Mondays  through  Fridays.  We  figure 
that  we  might  be  missing  many  stay-up- 
late  town  and  city  folks.  So,  for  their 
special  benefit  we  present  this  pro- 
gram. In  this  way,  I  add  greatly  to  the 
total  number  of  impressions  my  com- 
mercials make  on  the  listeners  and  in- 
sure against  missing  any  considerable 
part  of  the  total  radio  audience. 

Newest  of  my  air  shows  is  The  Old 
Corral,  which  features  the  western  songs 
of  Hal  Choisser,  The  Smilin'  Cowboy; 
the  yarns  of  "Pappy"  Cheshire;  and  the 
music  of  The  Boys  of  the  West.  It  is 
heard  at  5:30  P.M.  Monday,  Wednesday 
and  Friday. 

I  think  you  will  agree  that  radio  must 
sell  furniture  and  appliances,  for  we 
have  built  ourselves  an  ever-growing  vol- 
ume of  sales,  in  direct  proportion  to  our 
increasing  investment  in  radio  time  and 
talent. 


346 


RADIO     SHO  WM  ANSH  I  P 


© 


rug  Store  Sales  Thru  the  Air 


That  CDmmunity  News  Sells  Merchandise  is  the  Testimony  of 
James  Shapiro,  President  of  the  Shapiro  Cut  Rate  Drug  Store 


BACK  in  September  4,  1935,  I  signed 
a  contract  with  AVMFG,  Hibbing, 
Minn,  for  my  first  broadcast.  Up  until 
that  time,  while  I  was  ahvays  a  strong 
ad^ertiser,  I  had  used  newspapers  ex- 
clusi\ely.  Now  I  was  ready  for  some- 
thing more.  The  time  was  ripe  for  an 
extra  appeal  and  coverage  not  handled 
by  the  local  newspaper.  I  decided  upon 
a  spot  radio  campaign.  I  have  never  re- 
gretted my  decision.  Up  until  August, 
1940,  not  a  week  day  went  by  without 
a  message  from  the  Shapiro  Cut  Rate 
Drug  Store  on  WMFG. 

It  looked  as  though  this  new  medium 
was  the  best  thing  that  had  ever  happen- 
ed to  me.  In  1938,  three  years  after  that 
first  broadcast,  I  moved  my  drug  store 
into  a  brand-new  Super  Drug  Store 
building  that  had  been  especially  de- 
signed for  my  needs.  New  buildings  and 
things  like  that  don't  just  happen! 
Radio  was  a  very  important  factor  in  the 
new  Shapiro  Super  Cut  Rate 
Drug  Store. 

By  this  time,  I  knew  from 
many  different  sources  that  I  had 
a  huge  radio  avidience,  and  I 
was  looking  for  stronger  means  by 
which  to  reach  them.  In  the  fall 
of  1940  I  was  ready  to  increase 
our  radio  budget.  I  wanted  a 
unique  program,  one  that  all 
types  of  listeners  would  want. 
Hibbing  in  the  Xews  was  the 
answer.  The  program  was  open- 
ed for  sponsorship  September,  1940,  and 
in  no  time  at  all  I  was  convinced  that  it 
was  ideal  for  Shapiro's.  From  the  start, 
it  was  perfectlv  obvious  that  the  money 
spent  on  talent  and  air  time  more  than 


justified  itself  from  the  standpoint  of 
listener  appeal  and  sales  increase.  To- 
day, Shapiro's  is  enjoying  the  best 
business  in  its  history,  showing  monthly 
increases  over  last  year  for  all  twelve 
months. 

Hibbing's  15,000  inhabitants  and  peo- 
ple in  other  small  surrounding  towns 
find  local  news  programs  with  gossip, 
humorous  incidents,  politics  of  local  in- 
terest, and  other  news  items  of  that  kind 
a  leisure-time  necessity.  In  small  towns, 
particularly  where  everyone  of  any  sig- 
nificance is  known  by  almost  the  entire 
radio  audience,  names  make  news.  So 
Shapiro's  uses  names  as  frequently  as 
possible,  including  not  only  so-called 
prominent  men  and  women  but  also 
local-color  characters. 

Franz  Naeseth,  son  of  the  local  chief 
of  police,  is  the  reporter  of  Hibbing  in 
the  News.  Everyone  in  town  kno^vs 
Franz,  and  it  is  no  trick  at  all  for  him 


Franz  Naeseth,  weaned  away 
from  newsprint  by  the  micro- 
phone, is  the  reporter  of 
Hibbing  in  the  News.  Audi- 
ences like  his  newsy,  intimate 
style,  keep  him  posted  on 
the  town's   latest  news   events. 


to  get  the  news.  In  fact,  hundreds  of 
people  telephone  items  to  him  and  he 
spends  a  lot  of  time  gathering  additional 
information.  His  program  time,  12:45 
noon,     alwavs     beats     the     local     news- 


NOVEMBER,      1941 


347 


1? 


paper  deadline  by  three  hours.  This 
gives  Shapiro's  program  frequent 
"scoops."  Our  customers  like  it.  They 
tell  us  that  for  five  minutes,  foiu'  days  a 
week,  Monday,  AVednesday,  Thursday 
and  Friday,  almost  everyone  in  the  iron 
range  towns  tune  in  Hibbing  in  the 
News  to  get  the  latest  in  local  happen- 
ings. 

One  minute  and  a  half  "strictly  sell- 
ing" commercial  is  used  half-^^vay  through 
the  show.  Never  institiuional  in  any 
sense  of  the  word,  the  commercial  ad- 
vertises the  Super  Cut  Rate  prices  of 
nationally  known  drugs,  cosmetics  and 
tobaccos.  In  addition,  it  usually  includes 
"Super  Specials"  of  especial  bargain  at- 
traction. Aboiu  ten  items  are  used  on 
each  commercial. 

One  of  the  most  interesting  and  good 
will  building  features  of  Hibbing  in  the 


News  is  our  "Lost  and  Found"  column. 
Coming  at  the  end  of  the  program,  this 
portion  ad\ertises  lost  and  found  arti- 
cles free  of  charge.  In  the  Shapiro  Drug 
Store  we  have  organized  a  special  de- 
partment as  a  sort  of  a  clearing  house 
for  such  items.  Key  rings,  books,  pocket- 
books  and  gloves  are  prime  fa\orites. 
\\^e  receive  so  many  calls  from  persons 
asking  if  our  Lost  and  Found  depart- 
ment has  this  or  that,  that  sometimes  it 
seems  as  if  the  telephone  never  stops 
ringing. 

A  free  give-away  service  is  also  offered 
on  the  program  when  the  occasion  arises. 
Almost  every  day  Xaeseth  has  a  cat,  a 
homeless  puppy,  or  some  other  such 
pathetic  creature  to  give  away.  A  home 
is  invariably  foiuid  within  a  half  hour! 

Up  until  this  time,  Shapiro's  reporter 
has   never  taken   part   in   "commercial" 


The    store    that    radio    built    is    the    brand-new    Shapiro    Cut    Rate    Drug    Store.    Housed    in    it    is    a    special 
Lost   and   Found   department   where   customers    may    claim    lost   articles,    turn    in    articles    they    have    found. 


348 


RADIO     SHOWMANSHIP 


talk  on  the  program.  But  with  the  ad- 
vent of  colder  weather,  "flu"  and  "cold" 
time,  he  is  going  to  frequently  inform 
the  public  on  new  developments  in  the 
vitamin  field,  in  a  strictly  news-like 
fashion.  It  is  hoped  that  through  this 
means  Shapiro's  vitamin  department 
^\ill  become  (even  more  than  it  is  now) 
vitamin  headquarters  for  the  entire  iron 
range.  Already  it  enjoys  the  best  busi- 
ness in  the  territory. 

We  also  devote  time  on  the  commer- 
cials to  familiarize  the  public  with  the 
vai'ious  departments  of  our  drug  store. 
The  cosmetic  department,  with  constant 
help  from  two  trained  beauty  experts,  is 
a  very  popular  section.  There  is  a  liquor 
department  and  a  tobacco  counter  that 
are  also  brought  out  to  advantage  in 
commercial  copy.  Nor  is  this  guesswork! 
When  we  advertise  a  "special,"  we  realize 
immediate  returns.  Business  increases  a 
half  hour  after  airing!  Anything  that 
creates  store  traffic  in  that  volume  is  good 
business. 

Our  customers  agree  with  us.  Our 
files  are  full  of  unsolicited  letters  con- 
gratulating us  on  our  choice  of  program. 
At  one  time  a  petition  crammed  with 
hundreds  of  names  was  addressed  to  us. 
It  was  an  entirely  voluntary,  unsolicited 
expression  of  appreciation  the  signers 
felt  toward  Hibbifig  in  the  Xews.  They 
hoped  the  program  would  continue,  and 
said  so.  As  far  as  I  am  concerned,  it  will! 
The  program  has  just  completed  its 
first  year  under  our  sponsorship  and 
there  is  no  question  in  my  mind  but 
that  once  more  radio  has  "paid-out." 
Unlike  mushrooms,  monthly  sales  in- 
creases don't  "just  grow." 

COMMENT:  Top  radio  buy,  in  the  eyes 
of  hundreds  of  U.  S.  advertisers,  is  news. 
Climbing  onto  the  band  wagon,  thev 
have  assumed  sponsorship  of  news  flash- 
es, newscasts,  sometimes  news  commenta- 
tors. Is  the  ne\vs  enough? 

The  answer:  For  the  established  spon- 
sor, yes.  For  sponsors  new  to  news,  no. 
Thunderous  events,  whether  on  the  in- 
ternational scale  or  scaled  to  a  single 
community,  have  plenty  of  pulling  pow- 
er in  themsehes,  of  course.  The  audi- 
ence is  news  conscious.  But  it  must  also 


James  Eu- 
gene Shapiro 
has  been  in  the 
retail  drug  busi- 
ness 19  years, 
started  out  with 
LiGGETTS  in  Du- 
luth,Minn.  His 
favorite  weak- 
ness is  playing 
the  daily  dou- 
ble at  Hialeah 

Park  in  Miami,  Florida.  Biggest 
thrill:  winning  more  than  $200  last 
year  on  one  double  pick. 

One  of  the  hardest  workers  in 
Hibbing  for  ten  and  a  half  months 
a  year,  "Jim"  really  lets  down  for 
the  other  month  and  a  half.  Goes 
to  Florida,  comes  home  in  the 
spring  with  an  Indian's  tan  that  is 
the  envy  of  the  entire  town. 

He  loves  good  food,  Chinese  chop 
suey  in  particular.  His  wife.  Rose, 
who  spends  part  of  her  time  super- 
vising the  cosmetic  department  in 
the  store,  is  also  an  exceptionally 
fine  cook  and  hostess. 

Drugman  Shapiro  is  a  graduate 
of  the  University  of  Minnesota 
School  of  Pharmacy.  Today,  he  is 
an  active  member  of  the  Elk's  Club, 
Chamber  of  Commerce,  Junior 
Chamber  of  Commerce.  His  spare 
time  is  spent  with  his  two  sons, 
Jackie  and  Jay. 


be  made  sponsor  conscious. 

Direct  mail,  store  hand-outs,  window 
displays,  truck  streamers,  billboards, 
theatre  tie-ups  are  among  the  ways  in 
which  you  can  identify  the  news  with 
you. 

To  nail  'em  with  news,  let  'em  know 
vou're  sponsoring  it. 

Certainly  a  news  program  having  to 
do  with  local  events  is  a  good  bet  for 
any  sponsor.  The  average  listener  would 
rather  know  that  neighbor  Joe  Doakes 
was  sent  to  the  hospital  with  a  broken 
leg,  than  to  hear  about  the  latest  didos 
of  the  Axis  powers. 


NOVEMBER,      1941 


349 


ttack  From  the  Air! 


How  Radio  Promotion  Boosted  4BD  Outlets  to  3,DDD  is  Told  by 
D.  M.  Harness,  Sales  Manager,  Macmillan  Petroleum  Corporation 


OUR  company  is  located  on  the  West 
Coast.  We  have  been  in  the  petro- 
leum business  for  20  years.  One  of  our 
products,  Macmillan  Ring-Free  Motor 
Oil,  has  been  on  the  market  less  than 
ten  years;  during  this  time  we  have  gain- 
ed national  distribution. 

This  ring-free  motor  oil  is  different 
from  all  other  oils  because  of  what  it 
does.  It  removes  carbon  formed  by  other 
motor  oils  and  fuels.  It  reduces  friction. 
It  affords  greater  gas  mileage  and  power. 
It  affords  a  smoother  running  motor, 
made  possible  by  the  greater  reduction 
of  friction. 

On  March  25,  1941,  we  decided  to 
expand  our  distribution,  one  of  our 
principal  objectives  being  the  Greater 
New  York  market.  Our  decision  to  ex- 
pand was  based  largely  on  the  quantity 
and  nature  of  letters  that  were  coming 
in  from  people  asking  where  our  oil 
could  be  purchased.  The  480  outlets  we 
had  in  this  territory  were  inadequate, 
for  this  area  included  New  York  City, 
Jersey,  Westchester,  Nassau  County  and 
other  districts. 

That  this  rich  market  is  a  highly  com- 
petitive one  goes  with- 
out saying.  It  wasn't  an 
easy  assignment  to  bring 
a  new  brand  of  motor 
oil  into  markets  already 
crowded  with  a  hundred 
other  brands.  Firmly  en- 
trenched were  such  com- 
panies as  Standard  Oil, 
Shell,  Sinclair,  Sun, 
Gulf,  Pennzoil,  Quaker 
State  and  a  host  of 
others.  But  apparently 
there  was  enough  busi- 


ness for  all  comers,  and  our  problem  was 
to  get  suitable  distribution. 

We  knew  that  the  New  York  Metro- 
politan area  embraced  14  percent  of  the 
entire  nation's  buying  power.  There 
was  a  healthy  slice  of  the  national  mar- 
ket right  there  in  one  blow  if  we  crack- 
ed it  successfully.  But  any  advertiser  who 
has  ever  tried  to  break  into  New  York 
knows  that  is  a  pretty  big  "if."  With  a 
quality  product  to  start  with,  careful 
selection  of  the  advertising  medium,  and 
forcefully  planned  copy  backing  Mac- 
millan's  marketing  organization,  we 
were  sure  it  could  be  done. 

We  decided  to  attack  from  the  air.  In 
the  first  place,  the  greater  share  of  New 
York's  motoring  public  lives  outside  the 
Manhattan  limits,  or  at  least  make  their 
gasoline  and  oil  purchases  from  filling 
stations  located  outside  these  limits. 
(And  in  a  campaign  like  this  Macmil- 
lan was  not  forgetting  that  they  first 
had  to  sell  service  station  proprietors.) 

In  an  area  where  93  percent  of  all 
homes  are  equipped  with  radio  sets,  and 
where  the  average  set  is  turned  on  over 
five  hours  a  day,  none  of  the  popular 
newspapers  or  combina- 
tion of  newspapers,  had 
the  potential  grip  on 
this  suburban  market 
that  radio  had,  especial- 
ly when  costs  were  con- 
sidered. Moreover,  thou- 
sands of  New  Yorkers 
had  motor  car  radios, 
and  there  was  strategic 
value  in  speaking  to 
them  about  their  car 
motors  right  while  they 
were  driving. 


350 


RADIO     SHOWM  ANSH  I  P 


The  next  question  was  what  station 
to  use?  AVhat  station  offered  the  best 
program  idea  to  catch  the  attention  of 
the  audience  that  we  wanted  to  reach? 
The  mass  New  York  audience  is  a  cross 
section  of  all  types  of  people,  and  class- 
es from  all  parts  of  the  world.  Conse- 
quently, we  wanted  a  program  with  a 
wide,  diversified  appeal. 

One  station,  \VHX,  had  developed  a 
program  idea  that  had  clicked  with  lis- 
teners. It  was  a  news  program  with  a 
brand  new  approach. 

News  broadcasts  are  admittedly  the 
most-listened-to  type  of  program  on  the 
air.  Yet  despite  their  popularity,  the 
usual  form  of  news  broadcasts  have  their 
drawbacks.  For  one  thing,  the  listener 
has  to  tune  in  at  a  specified  time  in 
order  to  catch  the  news.  For  another 
thing,  radio  news  reports  are  given  only 
once.  If  a  listener  misses  an  item,  or  mis- 
interprets it,  there  is  no  chance  for  a 
second  hearing. 

Newsreel  Theatre  of  the  Air  was  de- 
signed to  allay  these  problems.  WHN 
cleared  two  hours  each  day  for  us;  be- 
tween six  and  seven  in  the  morning,  and 
ele\en  and  twelve  at  night,  hours  when 
listeners  prefer  their  first  and  last  com- 
plete news  broadcasts  each  day.  Twelve 
minute  news  scripts  were  prepared  and 
repeated  five  times  during  the  hour  in 
much  the  same  manner  as  a  newsreel 
theatre  presents  its  continuous  perform- 
ances. A  special  opening  for  each  per- 
formance was  recorded,  with  the  strains 

NOVEMBER,      1941 


of  Maryland,  My  Maryland  as  a  back- 
ground. 

We  felt  that  not  only  was  this  pro- 
gram unlike  anything  else  on  the  air,  but 
also  it  would  attract  a  tremendous 
listenership.  We  decided  to  sponsor  the 
program  starting  April  15,  1941.  Before 
our  first  sponsored  show  got  underway, 
we  sent  out  a  crew  of  15  picked  men, 
some  of  them  brought  from  the  West 
Coast,  to  begin  lining  up  dealers.  One 
of  our  most  effective  sales  arguments  was 
the  fact  that  we  were  going  on  the  air 
over  W^HN  as  sponsors  of  the  Newsreel 
Theatre  of  the  Air.  Most  of  these  pro- 
spective distributors  were  already  fa- 
miliar with  the  show. 

^\^ithin  a  month  after  we  began  our 
radio  campaign,  our  distribution  in  the 
metropolitan  area  had  increased  from 
480  outlets  to  3,000.  There  is  no  doubt 
in  our  minds  that  the  radio  program  did 
a  fine  job.  Of  course,  this  has  been  only 
a  start. 

Reinforcing  the  radio  campaign,  we 
arranged  dealer  meetings,  and  so  far 
these  have  been  very  successful.  Fifty  to 
a  hundred  dealers  attend  the  average 
meeting.  Talks  on  why  Macmillan 
Ring-Free  Motor  Oil  is  the  best  oil  on 
the  market  today  are  supplemented  by 
actual  tests  where  mechanical  equip- 
ment is  used  to  show  how  our  ring-free 
oil  lives  up  to  the  claims  made  for  it. 
These  tests  take  place  at  the  dealer's, 
or  at  one  of  the  group  meetings,  and  the 
public  is  invited  to  attend.   Some   tests 


351 


are  made  on   the  road  in   the   dealer's 
own  automobile. 

The  effectiveness  of  the  Macmillan 
Ring-Free  Motor  Oil  Newsreel  Theatre 
is  based  on  several  factors,  and  one  of 
these  is  a  psychological  one:  being  on 
the  air  from  six  to  seven  A.M.  and  from 
eleven  P.M.  to  midnight,  it  means  that 
this  program  is  the  first  thing  the  listen- 
er hears  in  the  morning,  and  the  last 
thing  he  hears  before  he  goes  to  bed  at 
night,  seven  days  a  week.  The  effective- 
ness of  this  principle  is  based  on  the 
soundest  modern  psychology. 

Another  factor  is  that  such  a  large 
proportion  of  the  dealers  we  wanted  to 
reach  were  themselves  listeners  of  this 
program  when  it  was  on  without  a  spon- 
sor. It  is  not  difficult  to  convince  a  man 
that  a  radio  program  that  he  listens  to 
and  enjoys  himself  is  going  to  be  listen- 
ed to  by  others.  It  definitely  helped  our 
crew  men  to  be  able  to  say  that  we  were 
taking  over  the  Newsreel  Theatre. 

Letters  from  listeners  pour  in  con- 
stantly from  all  parts  of  the  metropoli- 
tan area,  from  the  Bronx,  Brooklyn, 
Sands  Point,  Newport,  Englewood  Cliffs, 
and  from  as  far  as  Marlboro,  Massa- 
chusetts. And,  of  course,  from  New  York 
City  itself.  There  is  apparently  no  dis- 
trict in  this  territory  that  has  not  pro- 
duced letters  from  listeners  comment- 
ing favorably  on  the  program,  and,  of 
course,  this  is  encouraging  and  indicates 
the  extent  of  our  audience. 

Supplementing  the  radio  program  are 
Macmillan  Ring-Free  Motor  Oil  signs 
which  the  dealers  display.  These  signs, 
now  displayed  in  three  thousand  loca- 
tions in  the  metropolitan  area,  are  a 
campaign  in  themselves,  and  they  tie  in 
well  with  the  radio  program.  The  listen- 
er hears  the  name  again  and  again,  day 
after  day,  when  he  is  at  home.  When  he 
leaves  the  house  the  name  is  visually  im- 
pressed on  his  mind. 

Our  agency,  Stack-Goble,  and  WHN 
are  doing  a  great  job.  From  480  distribu- 
tors to  3,000  in  a  single  month  speaks 
for  itself. 


adio  Salut 

How  Radio  Participated 
By  Al  Anson,  Duluth  D: 


When  the  Norshor  theatre  was 
ready  to  open  we  looked  about 
for  some  unusual  way  to  introduce  it 
to  the  public.  Not  only  did  we  want  the 
people  of  Duluth,  Minn.,  to  participate 
in  the  important  event,  but  we  also 
wanted  persons  from  all  parts  of  North- 
ern Minnesota  to  share  in  the  big  open- 
ing. Radio  was  one  of  the  principal  an- 
swers to  our  problem. 

We  put  on  a  three-day  Opening  by 
Radio  that  drew  crowds  from  all  the 
cities  surrounding  Duluth,  and  while 
the  visible  audience  for  the  opening  was 
impressive,  the  listener  audience  was 
even  larger.  A  total  of  12  special  event 
remote  programs  were  broadcast  to 
WEBC's  half  million  listeners!  As  a  re- 
sult we  created  much  public  interest  and 
good  will  through  the  medium  of  our 
radio  shows. 

Our  premiere  performance  on  the 
screen  was  the  Paramount  picture, 
Caught  in  the  Draft,  an  attraction  in 
which  Bob  Hope  and  Dorothy  Lamour 
starred.  So,  in  Hollywood's  Radio  City, 
the  two  of  them  got  together  with  di- 
rector, David  Butler,  and  through  the 
facilities  of  NBC  voiced  a  transcription 
that  was  airmailed  to  Duluth.  It  was  one 
of  the  star  attractions  when  WEBC 
presented  the  Norshor  Theatre,  newest 
operation  of  the  Minnesota  Amusement 
Co.,  to  the  movie  patrons  of  Duluth, 
northern  Minnesota,  Wisconsin  and 
Michigan. 


Don  McCall  is  ZINSMASTER'S  Man  on  the  Street. 
For  NORSHOR'S  grand  opening,  he  interviewed 
passers-by  from  in  front  of  the  theatre,  drew  a  large 
crowd  of  interested  spectators. 


352 


RADIO     SHOWMANSH  IP 


t  New  Theatre 

Theatre's  Grand  Opening 
Minnesota  Amusement  Co. 


The  first  broadcast  took  place  about 
10  A.M.  the  opening  day,  two  hours  be- 
fore the  theatre  opened  its  doors.  Other 
shows  during  the  afternoon  led  up  to, 
and  called  attention  to  the  number  one 
broadcast,  the  formal  opening  at  8:00 
P.M.  that  evening. 

For  the  big  show  of  that  first  day,  the 
Mayor  of  Duluth,  Edward  H.  Hatch, 
and  numerous  other  local  and  theatre 
dignitaries  were  heard  on  the  air.  From 
the     AVEBC     studios,     the     Hollywood 


Salute  record  was  "dubbed  in."  There 
was  standing  room  only  for  the  entire 
performance! 

We  are  tremendously  proud  of  our 
new  house,  and  there  are  an  abundance 
of  innovations. 

Nor  are  we  alone  in  the  pride  we 
take  in  the  new  theatre.  Duluth  business 
men  showed  their  interest  and  enthusi- 
asm when  they,  too,  put  on  special 
broadcasts  in  connection  with  our  grand 
opening.  Freimuth's,  the  oldest  depart- 
ment store  at  the  Head  of  the  Lakes, 
took  over  four  15-minute  broadcasts. 
During  the  7-minute  intermissions  be- 
tween    shows,      the     BRmCEMAN-RuSSELL 

Dairy  Co.  sponsored  several  5-minute 
interviews  from  our  Milk  Bar.  Zinsmas- 
TER  Bakery  aired  its  regular  noontime 
broadcast  of  Don  McCall,  the  Man  on 
the  Street,  from  in  front  of  the  theatre. 
When  it  was  all  over,  we  were  con- 
vinced that  we  had  succeeded  in  intro- 
ducing our  new  theatre  to  the  public  in  a 
grand  manner.  Radio  did  a  bang-up  job! 


NOVEMBER,      1941 


353 


Adman  Bertram  May  Puts  His  Stamp  of  Approval 
Upon  This  Dramatic  Electrical  Transcription 


SPONSORS  like  Procter  Sc  Gamble,  Col- 
gate-Palmolive, General  Mills  and 
General  Foods  have  proved  con 
clusively,  to  their  own  satisfac 
tion,  that  the  best  and  least 
expensive  way  of  selling 
the  housewife  is  to  talk  to 
her  during  the  day  when 
she  is  alone.  Such  adver- 
tisers spend  literally  mil- 
lions of  dollars  every  year 
to  sell  to  the  same  women 
the  local  sponsor  is  interest- 
ed in  selling.  The  continued 
use  of  this  technique  year  in  and 
year  out,  plus  a  glance  at  the  financial 
earnings  of  these  companies,  indicates 
that  the  daytime  story  has  been  success- 
ful for  them. 

Many  a  local  advertiser,  familiar  with 
the  sensational  strides  made  by  these 
national  advertisers  via  their  continued 
stories,  knows  that  obviously  the  tech- 
nique that  sells  one  food  product  over 
the  grocers'  counters  should  sell  the  local 
manufacturer's   food  product  over   that 


same  grocer's  counter.  Transcribed  seri- 
als are  one  way  in  which  these  local 
sponsors  can  capitalize  on  this 
proved  technique  for  selling  to 
the  housewife  in  successful 
competition  with  these  net- 
work programs. 

Dearest  Mother  is  one 
such  transcription  avail- 
able to  the  local  sponsor. 
It  is  the  story  of  Rita  Mor- 
gan, a  young  girl  of  twenty, 
who  seeks  to  find  a  place  for 
herself  in  the  business  world 
without  the  aid  of  her  family.  The 
suspense  and  mystery  of  the  story  is  en- 
hanced through  the  use  of  a  letter  which 
Rita  writes  to  her  mother  every  day. 
Various  hopes,  thoughts  and  suspicions 
that  Rita  has  are  revealed  only  in  these 
letters.  In  them  are  contained  behind 
the  scenes  information  that  is  not  re- 
vealed on  the  air  at  the  time  of  the 
broadcast.  That  is  where  the  merchan- 
dising hook  comes  in. 

At  various  times  during  the  course  of 


So  He  Med  the  'Tour 

//  You  Sent  a  Letter  to  All  the  Radio  Prospects  in  Your  Tow 
Your  Station  Salesman  Should  Continue  to  Call .  .  .  What  Sort 


ONE  DAY  last  month,  John  Anderson  Ba- 
con, stocky,  young,  hustUng-busthng  di- 
rector of  sales  for  Buffalo's  mighty  WKBW 
and  WGR,  leaned  back  in  his  chair,  gazed  out 
of  his  17th-floor  Rand  Tower  office  window. 
Below,  Lafayette  Square  was  thronged  with 
white  -  clad,  busy  shoppers ;  Kleinhans, 
Buffalo's  mammoth  men's  store,  just  across 
the  way,  gazed  back  at  him  through  its  mul- 
tiple, merchandise-full,  masculine  windows. 
It  was  two  o'clock  on  a  summer  afternoon. 
The  breeze  from  the  Niagara  river  was 
slight.    Buffalo  bubbled  in  the  sun. 

Mr.  Bacon  was  thinking. 

No  moment  of  respite  this.  Mr.  Bacon  was 
thinking  of  $60. 

Sixty  dollars  is  the  monthly  cost  of  400 
copies  of  Radio  Showmanship  Magazine 
which  Mr.  Bacon  had  ordered  sent  to  a 
selected  list  of  clients,  prospects  and  agencies 
in  the  Buifalo  sales  area  on  behalf  of  WGR- 
WKBW. 

As  a  service  to  business  men,  as  an  aid  to 
station  salesmen.  Radio  Showmanship 
Magazine  had  been  mailed  out  by  its  pub- 
lishers in  Minneapolis  on  behalf  of  Station 
WGR- WKBW  for  the  past  four  months  to 
400  Buffalo  business  and  agency  men. 

Was  it,  pondered  Bacon,  bringing  home 
the  bacon?  Was  it,  in  other  words,  worth  the 
60  bucks  ? 

Mr.  Bacon  wanted  to  know : 

1 )  Did  the  Buffalo  business  men  and  agen- 
cy executives  appreciate  the  fact  that  he  was 
paying  out  good  American  cash  so  they  could 
receive  Radio  Showmanship  every  month? 

2)  Was  it  interesting  to  them?  Did  they 
read  it? 


answers  to  these  questions  via  a  persona 
letter  to  each  of  the  400  men  on  his  Radi^ 
Showmanship  mailing  list. 

To  them  he  wrote: 

''Several  months  ago  we  notified  you  tha 
we  were  having  sent  to  you,  each  month, 
copy  of  Radio  Showmanship  Magazine.  . . 

"Since  this  magazine  is  intended  as  a  serv 
ice  to  you,  and  other  business  men  in  Buffak 
we  should  very  much  like  to  know  ...  if  yd 
find  it  interesting,  and  if  it  is  providing  an 
ideas  that  might  be  helpful  to  you  in  you 
business  ? 

"Finally,  we  would  like  to  know  if  yo 
care  to  have  the  magazine  continued?" 


11 


NIFORMLY,   the   answers*    came   back 
"Interesting  .  .   .  novel  .   .   .  useful  .  . 
please   continue    sending   it,"    said    Buffalo' 
business  men. 

Pleasant  surprise :  A  number  of  replie 
stated  that  while  they  didn't  use  radio  at  pre;, 
ent,  RS  might  lead  the  way  by  providing  th^, 
all-important  ingredient  ...  an  idea. 

Typical,  also,  were  the  number  of  enthus: 
astic  adjectives  such  as  "welcome  .  .  .  helpfi 
.  .  .  stimulating,"  applied  to  the  monthly  gif  i 

"Radio  Showmanship  has  given  us  mucj 
information  which  seems  to  be  unavailablj 
from  any  other  sources,"  said  Herbert  Voge| 
sang,  president  of  the  Niagara  National  Banlj 

Where  a  Buflfalo  business  man  was  alread; 
plunking  cold  cash  on  the  line  for  radio  tinn, 
it  was  especially  welcome. 

Wrote  Richard  S.  Levy,  of  the  Bergma 
Company  (Appliance  Wholesalers)  :  "I  ai 
. 1 


*78%  were  enthusiastic  letters  of  thanks,  sta] 
ing  they  would  like  to  continue  receiving  Radi 
Showmanship  Magazine. 


3)   Would  they  like  to  have  their  subscrip 
tion  continue  ? 
If  so,  why?  „^,r 

He  sought  the        A  RADIO  SHOWMANSHIP  READER  IS  A  BETTI 


indred 


V 


•    •    • 


^king  Them  Whether  or  Not 
nswers  Would  You  Receive? 

\-ateful   for  a  publication  where   I   can   see 
hat  the  other  fellow  is  doing." 

Stated  Joseph  Bettinger,  president  of  the 
ettinger  Coal  and  Coke  Corp. ;  "I  do  ap- 
reciate  receiving  the  magazine  and  go 
rough  each  issue  carefully,  having  in  mind 

some  time  I  might  hit  upon  a  program  suit- 
•)le  for  our  use.  ...  I  would  surely  be  dis- 
)pointed  if  I  were  to  be  eliminated  from 
j)ur  mailing  list." 

Big  or  small,  peanut  stands  or  institutions 

long  standing,  ever}'  business  and   every 

an  who  can  use  radio  to  sell  can  use  Radio 

OWMANSHIP  Magazine  and  the  informa- 

Dn  it  carries. 

Epitomizing  this  vers-  thought  was  the 
ply  from  Jesse  C.  Neill,  vice-president  of 
e  Buffalo  Industrial  Bank.  Said  he:  "RS 
■Qved  most  interesting  and  valuable  in  an- 
yzing  and  studying  different  mediums  for 
vertising  .  .  .  trust  that  in  the  near  future, 
i  will  be  able  to  capitalize  on  the  material 
ntained  in  the  publication.  .  .  .  We  would 

e  verv  much  to  receive  the  magazine  each 

nth."' 

Sales  Promotion  Manager  J.  F.  Cain 
rigidaire  Division,  General  Motors)  likes 
;  fact  that :  "The  magazine  gives  a  very 
mprehensive  picture  of  the  other  fellow's 
siness,  and  this  overall  picture  helps  tre- 
indously  in  our  own  advertising  problems." 

Requests  to  discontinue,  and,  of  course, 
£re  were  some,  are  attributable  primarily  to 

almost  inbred  prejudice  against  radio  it- 
f.    In  most  of  such  cases,  WGR-WKBW 

ded  to  keep  right  on  having  Showman- 
ip  sent  to  these  hard-to-please  prospects. 

If  anything  can  break  the  barrier  down, 
OWMANSHIP  can.  WGR-WKBW's  once- 
nonth  good-will  ambassador  slips  in 
through  closed 
doors  and  closed 
^DIO   BUYER  minds  with  disarm- 


ing ease.  It's  one  business  man  talking  to  an- 
other, selling  radio  for  your  station. 

WGR-WKBW  then  revised  its  mailing  list, 
blue-penciled  very  few  names,  added  some 
new  ones.  Mr.  Bacon  was  certain  his  sixty 
rocks  were  being  spent  wisely.   Wrote  he : 

**We  are  more  than  pleased  with  the  results 
of  our  inquiry  to  the  recipients  of  RS.  Their 
letters  prove  conclusively  that  RS  is  an  in- 
formative organ  .  .  .  helpful  in  increasing  the 
service  and  types  of  programs  of  our  present 
clients.  It  will  be  instrumental  in  aiding  our 
sales  representatives  develop  new  business/' 

THIS  marks  Radio  Showmanship^s  first 
anniversary.  For  12  consecutive  months 
you  have  been  receiving  with  our  compliments 
a  special  copy  of  Showmanship  with  our 
sales  message  where  yours  should  be.  This 
four-page  insert  is  yours;  your  station's  sales 
story  occupies  this  space  when  you  subscribe 
to  Radio  Showmanship  on  behalf  of  the 
clients  and  prospects  in  your  market. 

For  only  15  cents  per  copy  you  can  put  RS 
to  work  for  you  at  once.  It's  exclusive  with 
one  station  in  a  selling  area.  Remember :  A 
Radio  Showmanship  reader  is  a  better 
radio  buyer. 

Why  not  fill  out  and  mail  the  self-addressed 
postcard  on  the  next  page  right  now? 


You're  Welcome  with 


Radio 


Showmanship 

Magazine 


THESE  ARE  SOME  OF  THE  STATIONS  NOW  USING 

Rndio  Showmmship  Mugnzim 


WXYZ 


WSPD 


KOA 


WFBR 


KMO 


KROW 


WIND 


Detroit,   Mich. 


Toledo,   Ohio 


Denver,    Colo. 


Baltimore  J  Md. 


Tacoma,  Wash. 


Oakland,  Calif. 


WBLK 

Clarksburg,    W.    Va. 

WCHS 

Charleston,    W.    Va. 

WPAR 

Parkersburg,  W.   Va. 

WSAZ 

Huntington,   W.   Va. 

KFJZ 

Fort   Worth,   Texas 


WEBC 


WLAP 


Duluth,  Minn. 


Lexington,  Ky. 


WTCN 

Minneapolis,  Minn. 

KDLR 

Devils  Lake,  N.  D. 


Chicago,   III. 


WHN 


KOL 


New  York,  N.  Y. 


Seattle,   Wash. 


KDYL 

Salt  Lake  City,   Utah 

KFJM 

Grand  Forks,  N.  D. 


WOPI 


Bristol,    Tenn. 


KRMC 

Jamestown,  N.  D. 

WOOD 

Grand  Rapids,  Mich. 


WAGA 


Atlanta.  Ga. 


WWVA 

Wheeling,   W.   Va. 

WLOK 

Lima,   Ohio 

WHIZ 

Zanesville,    Ohio 

WMMN 

Fairmont,   W.   Va. 

WBRC 

Birmingham,  Ala. 

WING 

Dayton,  Ohio 


KOMA 

Oklahoma  City,  Okla. 

WGR-WKBW 

Buffalo,  N.  Y. 

WHK-WCLE 

Cleveland,   Ohio 

WFIL 


Philadelphia,   Pa. 


KGIR 


KHBG 


Butte,  Mont. 


Okmulgee,    Okla. 

KTSW 

Emporia,  Kan. 

WTBO 

Cumberland,  Md. 


WGRC 


Louisville,  Ky. 


KVFD 

Fort  Dodge,  Iowa 

WTSP 

St.  Petersburg,  Fla. 


KPDN 


Pampa,  Texas 


WJPR 


Greenville,  Miss. 


WSIX 


Nashville,    Tenn. 


WKST 


WBNS 

Columbus,   Ohio 

WOL 

Washington,  D.    C. 

WKRC 

Cincinnati,    Ohio 

WFBM 

Indianapolis,   Ind, 

KIT 

Yakima,  Wash. 

WELI 

New    Haven,    Conn. 

WNLC 

New   London,    Conn. 


WNBC 


Hartford,    Conn. 


KVAK 


Atchison,  Kan. 


WFCI 


Pawtucket,  R.  I. 


WFBL 

Syraciise,  N.  Y. 

WHOP 

Hopkinsville,   Ky. 

KDTH 

Dubuque,  Iowa 

KGDE 

Fergus  Falls,  Minn. 


WIBM 


New   Castle,   Pa. 


Jackson,  Mich. 


OUR  STORY  IN  10  SECONDS:  We  print  a  monthly  magazine  full  of  useable,  tested  radio 
programs  and  promotions  gathered  from  all  over  the  country  and  indexed  by  businesses. 
We  mail  it  to  the  men  and  firms  you  want  to  reach.  We  pay  the  postage.  We  bind  your 
station  insert  into  every  copy  mailed  to  your  town.  We  mail  the  magazine  in  an  attractive 
envelope.  We  address  it.  We  mail  your  station  salesmen  (to  their  home  address)  the 
RS  Sellogram  each  month!  We  give  you  a  beautiful  Gift  Subscription  Card,  imprinted 
with  your  station  call  letters,  that  you  can  mail  to  each  of  the  men  and  firms  who  are  going 
to  receive  Radio  Showmanship  each  month  through  the  courtesy  of  your  station! 

All  this  for  just  15  cents  per  copy,  per  month. 

All  you  do:  Send  us  the  names  and  addresses  of  the  businessmen  and  agencies  in 
your  town  who  should  receive  Radio  Showmanship,  send  us  your  station  insert.  The 
insert    is    bound    into    every    copy    of    Showmanship   mailed  out   by   us   to  your  customers. 

Mad  Ute.  &Hclo^  Po'doaAxIt  ^odaif. 


!^ 


the  show  the  listening  audience  is  offer- 
ed copies  o£  Rita's  letters  in  her  own 
handwriting.  Through  the  medium  of 
this  device  sponsors  have  had  an  oppor- 
tunity to  check-up  on  the  extent  of  their 
listening  audience,  and  to  create  further 
sales  increases.  As  an  example  of  the 
pulling  power  of  this  offer,  3,600  women 
in  Cincinnati,  O.,  wrote  in  for  the  open- 
ing letters  after  only  two  announcements 
were  made.  In  Knoxville,  Tenn.,  1,162 
requests  were  received  the  first  time  the 
offer  was  made.  Rita  quickly  captivated 
the  feminine  listening  audience  in  both 
areas. 

The  experiences  of  six  sponsors  who 
have  used  this  transcription  series  are 
related  below. 

PHILADELPHIA,  PA. 

(Mayonnaise) 

Mrs.  Schlorer's,  Inc.,  are  the  manu- 
facturers of  the  first  commer- 
cial mayonnaise  ever  marketed 
in  the  United  States  and  are 
also  the  packers  of  pickle  prod- 
ucts, relishes  and  canned  pota- 
to salad.  Three  months  after 
the  program's  start,  the  client 
reported  an  advance  of  67  per- 
cent in  sales  for  April.  "We 
must  concede  that  the  Dearest  Mother 
program  has  raised  this  increase  in  sales 
considerably  above  what  could  be 
charged  off  to  normal  increase,"  writes 
Bertram  May,  president  of  the  May  Ad- 
vertising, Inc.,  client's  advertising  agen- 
cy. 

"From  the  very  outset,  we  seemed  to 
secure  public  interest  to  an  amazing  ex- 
tent," Mr.  May  writes.  "Our  broadcasts 
were  preceded  by  the  mailing  of  a  per- 
sonalized script  letter  directed  to  about 
6,500  retail  grocers  and  wholesalers  in 
the  Philadelphia  metropolitan  territory. 

"As  the  program  got  under  way,  a 
premium  consisting  of  a  15-piece  Plat- 
ONiTE  set  of  dishes  was  offered  to  women 
enclosing  the  tumbler  top  sealing  Mrs. 
Schlorer's  half-pint  size  mayonnaise,  to- 
gether with  a  dollar  bill. 

"AVhile  we  had  never  before  exploited 
a  dollar  premium,  the  offer  pulled  to 
such  an  extent  that  long  after  the  pro- 


gram went  off  the  air  we  were  still  re- 
ceiving tumbler  tops  and  dollar  bills. 

"The  seasonal  nature  of  our  client's 
business  took  us  off  the  air  in  July,  but 
we  hope  to  renew  the  contract  for  Dear- 
est Mother  at  the  beginning  of  our  1942 
season." 

CINCINNATI,  O. 

(Groceries) 
"During  the  one  year  we  sponsored 
this  program,  we  made  only  one  test," 
writes  A.  A.  Bissmeyer  of  the  Albers 
Super  Markets,  Inc.  "We  offered  a  cake 
plate  to  anyone  writing  in  commenting 
on  the  Dearest  Mother  program.  On 
only  two  announcements  made  over 
WSAI  we  distributed  3,600  cake  plates, 
which  we  consider  phenomenal." 

BLUEFIELD,  W.  VA. 

(Bakeries) 

Two  years  ago  the  Feuch- 
fenberger  Bakeries  first  start- 
ed using  Dearest  Mother  over 
WHIS.  They  have  been  using 
it  ever  since.  Quoting  Mr. 
Lloyd  Feuchtenberger,  Jr.,  head 
of  the  bakery,  "We  consider 
this  the  most  successful  radio 
program  we  have  ever  used." 
Week  after  week  the  program  pulls 
mail.  In  fact,  it  averages  a  letter  a  week 
from  every  other  family  in  the  entire 
population  of  Bluefield.  All  these  letters 
were  for  a  reproduction  of  the  letter 
written  bv  Rita  to  her  mother. 


NORFOLK,  VA. 
(Bakeries) 
The  Norfolk  market  had  always  been 
a  weak  one  for  the  Nolde  Brothers 
Bakery  of  Richmond  and  Norfolk. 
Never  had  they  been  able  to  get  grocer 
cooperation  and  consinner  acceptance  in 
Norfolk  because  they  were  known  as  a 
Richmond  bakery.  Within  six  months 
after  Dearest  Mother  first  started  in 
Norfolk,  they  had  decided  to  use  it  also 
on  50,000  watt  WRVA,  Richmond.  Now 
the  Norfolk  market  has  been  built  up  to 
such  a  point  as  to  justify  the  building 
of  a  new  bakery.  Nolde's  still  continue 


NOVEMBER,      1941 


355 


1m  Pita.  I  dieakd  iKe  lllan  I  love 
V  tokelbHienian  i  <lesf>iser -^ 


Follow  radio's  newest 
thrill  story  I 


TffP/Ui/f&mMAffCByOUWfUlO/f&JfmSMSBR 


to  sell  bread  in  Richmond  and  Norfolk 
as  well  as  the  surrounding  territories 
with  Dearest  Mother. 


LOUISVILLE,  KY. 

(Ginger  Ale) 
When  the  High  Rock  Ginger  Ale 
Co.  sponsored  the  program,  they  raised 
one  question  at  the  end  of  a  broadcast 
over  WAVE.  Did  the  radio  audience  en- 
joy the  program?  Nothing  was  offered, 
there  was  no  contest,  no  prize  and  no 
gift.  From  that  single  announcement 
there  were  600  letters. 

YOUNGSTOWN,  O. 

(Bakeries) 

Dora  Schwebel,  president  of  the 
Schwebel  Baking  Co.,  felt  that  the  pro- 
gram was  very  successful  from  the  point 
of  view  of  sales.  "It  appealed  to  the 
mothers,,  who  are  after  all,  the  ones  most 
interested  in  bread,"  Miss  Schwebel 
says.  "We  have  had  many,  many  favor- 
able comments  from  our  listeners,  all  of 
them  unsolicited. 

"It  is  impossible  to  state  just  how 
much  this  program  increased  sales  since 
we  advertise  heavily  and  the  broadcast- 
ing is  only  one  item  of  our  advertising 
program.   However,   tied  in  with  news- 


paper and  outdoor  advertising,  our  sales 
showed  a  progressive  increase. 

"All  in  all,  we  feel  that  Dearest  Moth- 
er is  one  of  the  most  productive  and 
resultful  radio  programs  we  have  ever 
used." 

HOW  TO  USE  IT! 

Here  is  the  way  the  give-a-way  works: 
Each  letter  covers  four  episodes  in  the 
story.  Letter  No.  1  covers  episodes  one 
thru  four,  Letter  No.  2  includes  episodes 
five  thru  eight,  etc.  Letters  are  not  offer- 
ed on  the  air  until  the  first  16  episodes 
have  been  played.  Then  the  sponsor  of- 
fers Letters  No.  1  thru  No.  4  which  cover 
the  first  16  episodes.  Sponsor  needs  only 
one  envelope  for  every  four  letters. 

The  manner  of  the  distribution  of  the 
letters  varies.  Some  sponsors  mail  them 
out,  others  place  them  in  their  retail 
outlets,  some  require  a  proof  of  pur- 
chase. 

AIR  FAX:  Dearest  Mother  is  available  to  only  one 
station  in  each  market.  Program  can  be  used  either 
twice  or  three  times  a  week.  Publicity  releases,  mer- 
chandising suggestions  and  letters  furnished.  For 
rates,  availabilities,  details,  write  to  FREDERIC  W. 
ZIV,  INC.,  ADVERTISING,  2436  Reading  Road, 
Cincinnati,  Ohio. 

COMMENT:  Dramatic  serials  of  this 
kind  frequently  compare  favorably  in 
size  of  audience,  fan-mail  with  network 
competitors. 


356 


RADIO     SHO  WM  ANSH  I  P 


< 


No.  I  in  a  Series  on 

HOW  TO  GET  THE  MOST  FOR  YOUR  RADIO  DOLLAR 


Dollars  lor  Consistency 

By  Tod  Williams 


NOT  long  ago,  I  bumped  into  an  advertiser  who  snapped:  "Radio  advertising 
is  the  bunk.  I  tried  it  and  I  know!" 

Speculatively  I  asked  this  poor,  misguided  creature,  "Just  how  long  were 
you  on  the  air?" 

"Ten  weeks,"  he  replied,  "and  I  might  just  as  well  have  poured  my  money 
down  a  rat  hole." 

And  I  heartily  concur. 

Anyone  who  attempts  to  do  a  "quickie"  such  as  this  is  spending,  not  invest- 
ing his  money. 

But  let  me  explain  what  I  mean. 

Back  in  the  early  days  of  radio  when  we  fiddled  around  with  a  cat's  whisker 
and  a  galena  crystal,  then  heard  words  and  music  crackle  through  tight-clamped 
head  sets,  the  products  mentioned  made  some  spectacular  sales  records.  Which  is 
not  at  all  surprising. 

The  very  novelty  of  the  medium  caused  listeners  to  soak  up  every  single 
word.  Never  before  had  they  had  the  merits  of  a  product  extolled  by  the  human 
voice. 

"Bonanza!"  gloated  the  pioneers  in  this  medium.  Two  decades  later  that 
myth  still  prevails,  and  what  radio  needs  is  a  ghost  breaker! 

Radio  can,  without  any  question,  do  an  emphatic  job  of  selling  any  kind  of 
merchandise  from  aspirin  to  zithers,  but  those  who  have  lived  with  it  from  the 
days  of  three-cornered  pants,  through  adolescence,  and  into  sturdy  maturity  have 
come  to  know  that  the  most  imperative  thing  is  Consistency. . 

Several  years  ago  I  was  called  in  as  an  advisor  by  a  unit  of  the  Goodwill 
Industries.  This  organization,  devoted  to  the  charitable  work  of  providing  help 
for  the  handicapped,  was  faced  with  two  problems:  (1)  The  executive  secretary 
earnestly  desired  to  increase  the  placement  of  Goodwill  Bags  in  homes  in  order 
to  step  up  the  organization's  income  and  thus  provide  for  a  greater  number  of 
handicapped  workers;  (2)  to  keep  the  public  appraised  of  the  fact  that  privately 
owned  firms,  operating  for  a  personal  profit,  were  incorporating  the  name 
"Goodwill"  into  the  company  name  in  the  hope  of  chiselling  in  on  Goodwill 
Industries'  contributions. 

Considering  that  no  expenditure  could  be  lavish,  I  recommended  the  use  of 
one  15-minute  radio  program  a  week.  Then  I  added,  "Don't  expect  a  miracle.  It 
will  take  time  to  do  this  job." 

It  might  be  well  to  explain  that  the  Industries'  budget  for  wages  for  the 
handicapped,  at  this  time,  was  $20,000  annually. 

The  first  52  weeks  rolled  away.  The  Board  of  Directors  met  to  pass  on  a 
further  expenditure  for  radio  and  simultaneously  set  up  the  annual  salary 
budget.  They  were  delighted  when  the  secretary  informed  them  that  this  could 
be  stepped  up  to  $30,000  because  of  the  job  that  radio  had  done. 

NOVEMBER,      1941  357 


I  conclude  this  instance  by  pointing  to  the  fact  that  the  Industries  are  now 
beginning  their  sixth  consecutive  year  in  the  same  spot  on  the  same  station  and 
the  new  budget  of  wages  for  the  handicapped  has  just  been  set  at  |125,000! 

A  success  story? 

Absolutely!  But  don't  overlook  the  fact  that  this  astounding  increase  was 
made  because  the  Industries  plugged  along  week-after-week. 

To  further  elaborate,  take  the  case  of  the  Pillsbury  Flour  Mills  Co.  They 
were  offered  a  strip  show  titled  Today's  Children. 

This  was  back  in  the  days  before  the  efficacy  of  the  box-topper  was  really 
discovered. 

No  one  knew  what  a  daily  drama  would  do.  Pillsbury  decided  to  pioneer 
it.  Prior  to  signing  the  show,  the  agency  learned  that  two  manufacturers  had 
previously  sponsored  this  w^ashtub  weeper  for  13-wTek  periods  and  dropped  it. 

Like  the  gentleman  who  took  a  ten-week  flier  in  radio  and  declared  he 
found  it  foul,  these  advertisers  had  dropped  their  options.  Nevertheless  Pills- 
bury went  ahead. 

At  the  end  of  the  first  stanza,  results  might  have  made  a  less  thorough  or- 
ganization follow  the  suit  of  the  first  two  sponsors.  But  the  milling  company 
felt  that  the  show  had  merit  and  so  signed  a  long-termer. 

And  how  that  decision  paid  out! 

Today's  Children  caught  on.  It  established  radio  history.  For  more  than 
four  years  it  was  ranked  as  the  No.  1  daytime  program.  Sales  zoomed. 

All  of  which  sums  up  to  one  thing:  When  you  go  into  radio,  scale  your  ap- 
propriation to  do  a  long-haul  job. 

If  yours  is  a  seasonal  product,  plan  to  start  well  in  advance  of  the  sales 
period.  Have  potential  customers  accustomed  to  your  name  and  product  so  that 
when  the  first  purchase  is  made,  your  product  is  established. 

If  you're  doing  a  year  'round  job,  plot  your  expenditure  to  span  a  full  52 
weeks.  Any  field-hardened  general  will  tell  you  that  he'd  rather  advance  his 
troops  behind  a  small  but  withering  curtain  of  lead  than  follow  the  explosion  of 
a  single,  multi-calibre  shell. 

And  the  same  thing  is  true  of  radio! 

By  steadily,  consistently  banging  away  at  the  listening  public,  you  invest 
your  money.  As  the  months  roll  on,  you'll  note  a  steady,  substantial  rise  in 
sales  figures  and  you'll  realize  that  radio,  intelligently  used,  will  produce  gratify- 
ing results. 

In  bringing  this  chapter  to  a  close,  I'd  like  to  point  out  an  example  of  this 
that  comes  to  mind. 

My  esteemed  wife  had,  for  a  score  of  years,  purchased  a  certain  brand  of 
cooked  cereal.  The  family  liked  it;  there  seemed  to  be  no  reason  for  change. 

And  then  a  daily  drama  featuring  a  Swedish  comedienne  attracted  the 
younger  generation.  Daily  the  children  would  cluster  before  the  radio  to  listen 
to  the  trials  and  tribulations  of  this  handmaiden.  Mama  heard  the  show  only 
distantly. 

Daily  the  merits  of  the  sponsor's  product,  a  cooked  cereal,  were  hammered 
home.  Months  passed. 

One  day  the  joy  of  my  life  leaned  against  the  neighborhood  grocer's  coun- 
ter. She  tallied  off  the  items  she  needed  to  restock  her  pantry.  At  this  point  her 
mouth  flew  open  and  she  asked  for  the  cereal  she  had  hard  about  day  after  day. 

That  evening  she  asked  me,  reproachfully  as  if  I  were  to  blame  for  it,  "What 
in  the  world  did  I  do  that  for?  Why,  I've  used  Whooziz  breakfast  food  for  years!" 

I  just  smiled  indulgently. 

Consistency  paid  again. 

358  RADIO     SHOWMANSHIP 


AIRING 
THE  NEW 


All   the  available  data  on  new  radio  programs.  No 
result    figures,    as    yet,    but    worth    reading    about! 


Farm  Supplies 

FEED  LOT  QUESTION  BOX  Milady, 
contemplating  a  nine-day  reducing  diet, 
isn't  the  only  one  to  watch  her  carbo- 
hydrates. Hog  breeders,  too,  have  to 
watch  the  diets  of  their  porcine  charges, 
cut  down  fats,  step  up  proteins.  The 
hows,  whats  and  whys  are  aired  for  them 
by  Acme  Feeding  Co. 

Three  times  a  week,  Al  Tiffany,  W^LS 
farm  expert,  and  George  H.  Simpson, 
president  of  Acme  Feeds,  "chew  the  fat" 
in  a  five  minute  transcribed  interview: 
They  discuss  feeding  problems  of  all 
sorts  and  offer  suggestions  for  better 
farming. 

Live  commercials  are  prepared  by 
Frank  McBride,  radio  director,  Shepard 
Ad^'ertising  Agency,  Chicago,  Acme's 
representative.  The  interviews  are  also 
broadcast  on  AV^MT,  Waterloo-Cedar 
Rapids,  la. 

AIR    FAX:    A    transcribed    interview    program    on    feed- 
ing problems. 

Pint  Broadcast:   February  24,    1941. 
Broadcast  Schedule:    12:30-12:35  P.M.    (GST),  Mon- 
day,  Wednesday,    Friday. 
Preceded  By:   Noontime  News. 
Followed  By:    Closing  Livestock   Markets. 
Sponsor:   Acme  Feeds,  Inc.,   Forest  Park,   III. 
Station:   WLS,   Chicago,   III. 
Power:   50,000  watts. 
Population:   3,440,420. 
Agency:    Shepard    Advertising    Agency,    Chicago,    111. 

SAMPLE  SCRIPT  AVAILABLE 

COMMENT:  Next  in  importance  after 
picking  the  right  show  is  the  selection 
of  the  right  time.  Sponsors  here  selected 
a  spot  between  news  and  market  reports 
at  a  time  when  stock-minded  farmers  are 


digesting  their  own  dinners,  planning 
the  rest  of  their  day. 

Farm  Supplies 

WIN  WITH  THE  WEATHER  North  Da- 
kota farmers  watch  the  sky  to  count 
their  profits  or  losses.  With  the  weather 
such  a  vital  factor  in  farm  income,  the 
McCoRMicK  Deering  store  and  radio 
station  KRMC,  Jamestown,  No.  Dak., 
adopted  Mark  Twain's  suggestion  and 
"did  something  about  it."  On  a  cold, 
wintry  day,  Tuesday,  February  11,  the 
McCoRMicK  Deering  store  inaugurated 
a  unique  weather  forecast  program.  Fea- 
tured was  the  forecast  for  the  week,  sup- 
plied by  a  North  Dakota  commercial 
forecasting  company.  A  six-weeks'  pre- 
diction highlights  the  program  on  the 
last  Tuesday  of  each  month.  Listeners 
are  offered  free  pamphlets  on  long  range 
planning. 

Figuring  everybody  likes  to  know  ev- 
eryone else's  business,  sponsor  also  pre- 
sents news  of  who  bought  what  in  farm 
machinery  during  the  week.  The  Mc- 
CoRMicK  Deering  store's  news  of  the 
week  vies  with  weather  forecast  as  an 
interest-getter!  Hillbilly  music  is  also 
used  on  the  program. 

As  a  special  promotion,  McCormick 
Deering  store  offered  $225  in  merchan- 
dise credits  as  prizes  for  an  essay  contest 
open  to  all  farm  boys  and  girls.  Contest 
details  on  The  Best  Tillage  Methods  to 
Conserue  Soil  and  Moisture  went  to  4-H 
clubs,  county  agents,  and  rural  schools. 
To  the  school  producing  a  first  prize 
winner  went  a  cash  prize  for  a  special 
activities  fund.  Over  200  essays  were  en- 
tered in  the  contest.  All  entrants  re- 
ceived an  automatic  pencil  bearing  spon- 
sor's name. 

Sponsor  has  just  renewed  for  the  third 
13-week  contract,  will  continue  to  dish 
out  the  weather  dope  to  crop-dependent, 
weather-anxious  North  Dakota  farmers. 

AIR  FAX:  Program  features  hillbilly  music,  weather 
forecast  and  McCormick  Deering  store's  news  of  the 
week. 

First  Broadcast:  February  11,  1941. 
Broadcast  Schedule:   Tuesdays,    12:45-12:55   P.M. 
Preceded  By:    News. 

Followed   By:    Music   and    Market   Reports. 
Sponsor:    McCormick   Deering  store. 
Station:   KRMC,   Jamestown,   No.   Dak. 


NOVEMBER,      1941 


359 


Power:  250  watts. 
Population:   8,864. 

COMMENT:  To  the  farmer  with  his 
year's  crops  at  stake,  forecasts  are  an  im- 
portant form  of  public  service.  To  the 
sponsors  of  such  reports  goes  the  farm- 
er's appreciation,  and  a  good  chance  at 
his  fiUure  business  for  replacements  and 
new  equipment.  Since  decisions  to  buy 
new  machinery  are  seldom  made  over 
night,  the  program's  consistency  leaves 
an  indelible  impression.  (For  pix,  see 
Shownianscoops,  page  36y) 


Hardware  Stares 

DR.  FIXIT  Success  of  magazines  de- 
voted to  mechanics  and  popular  science 
is  indicated  by  the  fact  that  Popular 
Science  has  a  circulation  of  645,314  and 
Popular  Mechanics  a  circulation  of 
600,646.  Certainly,  a  radio  adaptation  of 
this  type  of  information  is  a  good  bet. 
And  who  would  be  a  more  logical  spon- 
sor for  such  a  show  than  a  hardware 
store?  Louis  Hanssen's  Sons,  hardware 
dealers  in  Davenport,  la.,  put  good 
theory  into  actual  practice. 

They  sponsor  a  fast-moving,  five  min- 
ute program  of  shop  hints,  and  short 
cuts  for  the  home  mechanic,  woodwork- 
er, gardener,  fisherman,  etc.  Names  of 
local  people  are  frequently  mentioned 
in  connection  with  anything  they  have 
learned  from  experience  in  their  own 
workshops.  Not  uncommonly  do  men 
drop  into  the  store  to  suggest  ideas  that 
might  be  used  on  the  show.  Frequent 
mention  of  the  show  by  Hanssen's  cus- 
tomers indicates  high  interest  where  in- 
terest counts. 

Commercials  usually  consist  of  a  list 
of  up  to  20  items  tied  in  with  Hanssen's 
slogan— "from  the  best  that  is  made  to 
the  cheapest  that  is  good,  Hanssen's 
have  it— see  Hanssen's  first." 

air  FAX:  Script  is  written  by  WOC  program  director, 
Charles   Freburg. 
First  Broadcast:    March,    1941. 
Broadcast   Schedule:    7:10-7:15    P.M.    daily. 
Preceded  By:   News. 
Followed  By:   Sports   Review. 

Competition:    NBC,    Red,    CBS    and    Mutual    network 
shows. 

Sponsor:   Louis   Hanssen's   Sons,   hardware  merchants. 

Station:  WOC,  Davenport,  la. 


Power:   250  watts. 
Population:   148,332. 

SAMPLE  SCRIPT  AVAILABLE 


1 


COMMENT:  Place  the  people  who  buy 
your  merchandise  into  special-interest 
groups  if  you  can.  Then,  plan  a  program 
that  will  attract  and  hold  their  atten- 
tion. Concentration  on  a  limited  audi- 
ence often  proves  far  more  effective  than 
scattering  your  sales  messages  to  the 
winds. 

Shoes 

RED  GOOSE  CLUB  Lament  of  many  a 
parent  is  that  Junior  wears  out  a  pair  of 
shoes  in  a  month.  Using  this  fact  to  put 
Red  Goose  shoes  on  the  scampering  feet 
of  Nashville,  Tenn.  youngsters  is  the 
Junior  Booterie. 

Kiddies  are  invited  to  join  the  Red 
Goose  Club,  send  in  their  names,  ad- 
dresses and  ages.  Each  receives  a  mem- 
bership card,  a  Red  Goose  pin  and  pen- 
cil. Membership  cards  presented  at  the 
Junior  Booterie  gets  each  kiddie  a  68- 
page  comic  book.  Trade  wise  sponsor 
issues  a  new  edition  monthly. 

With  an  approximate  enrollment  of 
1,000  members,  the  club  circle  widens 
weekly. 

AIR  FAX:  The  quarter  hour  show  opens  with  the 
Club's  own  theme  song,  features  one  club  member, 
two  musical  numbers,  and  a  brief  skit.  Young  hope- 
fuls wishing  to  appear  on  the  program  leave  their 
names  at  the  JUNIOR  BOOTERIE.  The  show  is 
written  and  handled  by  Jack  Wolever,  WSIX's 
energetic,   alert  program   director. 

Broadcast  Schedule:   Saturday  morning,    10:45-11:00 
A.M. 

Preceded  By:  Transradio  News. 
Followed   By:    Popular   Music,   sustaining. 
Competition:   "Our  Bam,"    (NBC,   sustaining),   "The 
Hillbilly  Champs,"    (CBS,  sustaining). 
Sponsor:     Junior     Booterie      (featuring     Red     Goose 
Shoes ) . 

Station:   WSIX,   Nashville,  Tenn. 
Power:  250  watts. 
Population:   184,353. 

COMMENT:  Exceptionally  well  adapted 
to  merchants  featuring  children's  wear- 
ing apparel  is  some  variation  of  the  Red 
Goose  Club.  Children  go  for  club  mem- 
berships, seldom  let  the  sponsor  down. 
But  the  sponsor  often  lets  the  kiddies 
down.  If  you're  planning  a  club  promo- 
tion, plan  to  spend  that  extra  money  for 
prizes,  insignias,  etc.,  otherwise  don't 
waste  your  time. 


360 


RADIO     SHOWM  ANSH  IP 


SHOWMANSHIP 
IN  ACTION 


Those    extra   promotions    and    merchandising    stunts 
that  lift  a  program  out  of  the  ordinary. 


Beverages 

MONEY  FOR  YOU  Youngsters  love  to 
go  places  and  do  things.  That  fact  was 
illustrated  to  the  satisfaction  of  Spark- 
ETTA  Beverage  Co.,  Los  Angeles,  Calif., 
when  it  arranged  to  have  the  Ocean 
Park  ride  concessions  turned  over  to 
children.  Attendants  at  the  amusement 
park  gave  out  55,000  rides  to  kiddies 
who  paid  Sparklett  or  Sparketta  bot- 
tle caps  for  trips  on  the  Roller  Coaster, 
High  Boy  and  other  thrill  devices.  More 
than  900,000  coupons  (good  in  exchange 
for  rides  at  the  park  when  accompanied 
by  bottle  caps)  were  distributed  by 
grocery  stores  and  merchandise  pack- 
ages. A  crew  of  laborers  shovelled  270,- 
000  collected  bottle  caps  into  a  truck 
when  the  day  at  the  park  was  over. 

AIR  FAX:  Format  of  the  show  is  simple.  Emcee  Eddie 
Stanley  dials  a  telephone  number  from  the  Los  An- 
geles directory.  If  the  person  answers  with  SPARK- 
LETTS  he  gets  the  Money  for  You  jackpot.  Tele- 
phone subscriber  who  blurts  out  a  mere  "hello" 
gets  a  case  of  SPARKEETA.  Each  time  money-man 
Stanley  is  greeted  with  anything  other  than  SPARK- 
LETTS,   SIO   is   added   to  the  kitty. 

In  addition,  emcee  Stanley  plays  the  piano  and  or- 
gan. On  each  broadcast  he  offers  a  Guessit  Tune  to 
listeners.  To  those  who  guess  the  tune  goes  a  bottle 
of  SPARKEETA.  Tuners-in  also  send  in  original 
limericks  and  poems.  Those  read  on  the  air  net  their 
authors   a  sample  of  SPARKEETA. 

Broadcast  Schedule:  Mondays  thru  Fridays,  7:15- 
7:30    A.M. 

Preceded   By:    Rise  and   Shine. 
Followed  By:   Broadway  News. 
Sponsor:   Sparkeeta   Beverage   Co. 
Station:    KHJ,    Los   Angeles,    Cal. 
Power:    5,000   watts. 
Population:    1,497,074. 

COMMENT:  Promise  of  a  good  time 
with  plenty  of  excitement  is  one  sure 
way  of  arousing  the  interest  of  children. 
When  you  can  tie-in  with  something  like 
this  it  is  one  of  the  best  possible  ways  of 


promoting  your  product.  (See  pix,  Show- 
manscoops,  page  364.) 

Dairy  Products 

WEALTH  ON  WHEELS  Fair  or  foul 
weather,  suspense  rides  the  streets  of 
Baltimore  (Md.)  each  Tuesday  and 
Thursday  night  at  5:45  when  Clover- 
LAND  Farms  Dairy's  Dollar  Dan  teas- 
ingly  cruises  through  the  city  in  his 
Cash  Car.  A  renovated  counterpart  of 
network  Pot  O'  Gold,  Wealth  on  Wheels 
drives  the  cash  prize  right  to  the  front 
door  of  the  listener's  home. 

Just  prior  to  the  WFBR  broadcast, 
Dollar  Dan  ventures  forth  on  his  aim- 
less odyssey  through  the  streets.  The  an- 
nouncer tells  his  listening  audience  that 
the  Cash  Car  carrying  Dollar  Dan,  the 
money  man,  may  even  now  be  nearing 
their  home,  that  he  is  carrying  10,  20, 
or  100  dollars  (whatever  the  sum  may 
be  that  evening) ,  adds  that  at  a  given 
signal  from  the  studio,  Dollar  Dan  will 
pull  over  to  the  curb  and  stop— exactly 
where,  no  one  knows. 

Here's  where  the  advertiser  comes  in: 
The  audience  is  instructed  to  pay  par- 
ticular attention  to  a  75-word  story  about 
the  sponsor's  product  for  it  reveals  the 
key  word.  Without  it.  Dollar  Dan 
doesn't  turn  over  his  cash. 

Here's  where  the  milk  dealer  comes 
in:  Dollar  Dan  phones  the  results  of  the 
evening's  Wealth  on  Wheels  directly  to 
the  announcer  in  the  studio  during  the 
program,  so  that  listeners  know  who 
won  the  money,  and  how  much  the  next 
broadcast  will  pay.  If  the  person's  home 
where  Dollar  Dan  stops  has  a  phone,  he 
uses  it  to  call  in  results.  If  not,  he  goes 
quickly  to  the  nearest  dealer  selling  the 
sponsor's  product,  calls  from  there,  giv- 
ing the  dealer  a  consolation  prize  of  one 
dollar,  plus  a  plug  over  the  air. 

AIR   FAX:    First  Broadcast:   April   29,    1941. 
Broadcast  Schedule:   T-Th,    5:45-6:00   P.M. 
Preceded    By:    Five- Thirty    Revue. 

Followed      By:      Fred      Waring's      Chesterfield      Time 
(NBC). 

Competition:      Lowell      Thomas       (NBC-Blue);      The 
World   Today    (CBS). 
Sponsor:    Cloverland    Farms    Dairy. 
Station:   WFBR,   Baltimore,   Md. 
Power:    5,000   watts. 
Population:    854,144. 


NOVEMBER,      1941 


361 


COMMENT:  It's  not  so  easy  to  give 
away  money,  these  days,  and  get  it  back 
in  extra  sales.  The  original  cash-award 
shows  were  too  matter  of  fact,  the  pres- 
ent versions  have  added  glamour,  have 
turned  each  give-away  into  an  epoch 
event. 

Home  Furnishings 

LOONEY  AUCTION  Betrothed,  newly 
weds,  and  the  long-time  married  give  up 
bridge,  dancing,  other  recreation  when 
Looney  Auction  goes  on  the  air  Monday 
evenings  over  \VCBS,  Springfield,  111., 
for  A.  DiRKSEN  &  Sons,  furniture  dealers. 
The  program  emanates  from  the  Lin- 
coln theatre.  Up  for  auction  go  portable 
radios,  ladies'  fur  hats,  wTist  watches, 
hams,  men's  sweaters,  other  items  con- 
tributed for  the  air-plug  by  local  busi- 
ness establishments. 

Each  program  offers  from  S75  to  SI 25 
worth  of  merchandise  auctioned  off  by 
Luke  J.  Gaule.  Part  of  the  money  re- 
ceived from  the  auction  of  these  items 
is  used  to  buy  odd  things  from  the 
theatre  and  radio  audience;  the  rest  is 
contributed  to  the  U.  S.  armed  forces. 

From  the  laps  of  theatre  customers 
emerge  suitcases  and  boxes  filled  with 
"scraps"  and  "dust-collectors"  to  "sell" 
to  the  auctioneer.  By  special  delivery, 
airmail,  express  come  white-elephant 
household  goods  from  the  radio  pub- 
lic. Fun-loving  Gaule,  Looney  Auction- 
eer, buys  .the  odd  assortment  with  cold 
cash. 

A.  DiRKSEN  &  Sons  has  just  come 
through  its  annual  Anniversary  sale.  Be- 
cause response  and  sales  exceeded  any 
previous  year,  they  have  just  renewed 
for  a  second  period  of  13  weeks.  Particu- 
larly in  view  of  recent  curtailments  of 
installment  buying,  Joe  Phillips,  spon- 
sor's advertising  manager,  attributes  the 
sales  increase  entirely  to  Looney  Auc- 
tion. 

AIR    FAX:    A    half-hour    show    broadcast    from    Spring- 
field's Lincoln  theatre. 

Broadcau   Schedule:    Mondays,    7:00-7:30    P.M. 
Preceded   By:    Network    Sports. 
Followed    By:    Network    Request    Party. 
Sponun:    A.    Oirksen    8C    Sons,    Furniture,    and    Lin- 
coln   Theatre. 

Station:   WCBS,   Springfield,   111. 
Power:   250  watts. 
Population:   80,029. 


COMMENT:  To  drive  away  Monday 
blues,  pep  up  business,  Looney  Auction, 
other  programs  of  this  type  tickle  the 
fancy  of  fun-loving  Americans.  It  takes 
showmanship  to  put  it  across,  but  skill- 
ful promotion  lures  a  large  theatre  audi- 
ence, a  larger  radio  public.  A  good  show 
with  a  good  emcee  keeps  the  listeners 
howling,  slapping  their  sides.  (For  pix, 
see  Shoivmanscoops,  page  36 y) 


Jewelry 

KAY  TREASURE  CHEST  Eeny,  meeny, 
minni,  mo!  Through  some  such  abraca- 
dabra does  the  man-on-the-street  decide 
which  of  six  small,  fiat  Yale  keys  opens 
the  Kay  Treasure  Chest.  With  odds  six 
to  one,  the  first  lucky  person  to  select 
the  correct  key  gets  (1)  award  cards,  re- 
deemable for  cash  at  the  Kay  Jewelry 
Co.,  Toledo,  O.,  or  (2)  defense  savings 
stamps. 

Any  person  who  is  interviewed  on  the 
program  is  entitled  to  take  his  or  her 
chance  on  selecting  the  correct  key.  All 
look  alike  except  to  the  one  in  the  know, 
emcee  Bob  Evans.  To  all  who  face  the 
bairage  of  current  events  and  catch 
questions  go  two  tickets  to  the  local 
Paramount  motion  picture  theatre. 

Kay's  advertising  manager,  Berne 
Friedman,  reports:  "The  pulling  power 
of  our  program  has  been  {proved  time 
and  time  again  by  featuring  special  buys 
on  the  air  and  checking  the  sales.  Re- 
sults have  always  been  more  than  satis- 
factory." 

AIR  FAX:  This  adlibbed,  sidewalk  interview  program 
is  set  up  each  day  in  the  lobby  of  the  Paramount 
theatre. 

First  Broadcast:   July    16,    1940. 

Broadcast  Schedule:    Mondays   thru   Saturdays,    12:15- 
12:30   P.M. 

Preceded   By:    High  Noon  and  Time  for  News. 
Followed   By:    Participating  E.   T.   Show. 
sponsor:    Kay  Jewelry  Co. 
Station:  WSPD,  Toledo,  O. 
Power:    5,000   watts. 
Population:    320,484. 

COMMENT;  Stop!  Look!  Listen!  That 
is  the  goal  of  the  man-on-the-street 
broadcast.  Today  such  programs  need 
an  extra  promotion  twist  to  waylay  the 
bustling  pedestrian.  A  real  discovery  is 
Kay's  Treasure  Chest. 


RADIO     SHOWMANSHIP 


YOURS  FOR  THE  ASKING 

Address   Radio  Showmanship  11th  at  Glenwood,   Minneapolis,    Minn. 

Please  enclose  10  cents  in  stamps  for  each  script  to  cover  the  cost  of  mailing  and  handling. 


SAMPLE  SCRIPTS  AVAILABLE 

Automobiles — Mr.  Yes  and  No  (see 
Sept.  issue,  '40,  p.   32). 

Auto  Supplies — Jack,  "the  Tire  Expert 
(see   May   issue,   p.    135). 

Bakeries — Musical  Arithmetic  (see  Feb. 
issue,   p.    72). 

Bakeries — Southern  Plantation  (see  Sep- 
tember issue,   '41,   p.   289). 

Beverages — Pigskin  Prevue  (see  July  is- 
sue,  p.   222). 

Building  Materials — Homers  at  Home 
(see  Feb.  bsue,  p.  58). 

Chiropractic — The  Good  Health  Program 
(see  March-April  issue,  pp.  110,  112). 

Dairy  Products — Junior  Town    (see  Dec. 

issue,  p.    136). 
Dairy   Products — Kiddie   Quiz    (see  July 

issue,  p.  214). 

Dairy  Products — Young  American's  Club 
(see   Nov.   issue,    '40,   p.    110). 

Department  Stores — Hardytime  (see  Sept. 
issue,  '40,  p.   35  ) . 

Department  Stores — The  Pollard  Pro- 
gram   (see  August  issue,  p.  238). 

Department  Stores — Woman's  Hour    (sec 

June  issue,  p.    178). 
Department    Stores — Down    Santa    Claus 

Lane    (see  Oct.  issue,  '41,  p.   326). 

Department  Stores — Billie  the  Brownie 
(see  Oct.   issue,   '41,  p.    318). 

Drug     Stores — Five     Years     Ago     Today 

(see   Dec.   issue,   p.    146). 
Farm    Supplies — Feed    Lot    Question    Box 

(see  p.  359). 

Finance — Jumping  Frog  Jubilee  (see 
August   issue,    p.    253). 

Finance Saga    of    Savannah     (see    June 

issue,    p.    187). 
Finance Something      to      Think      About 

(see   August  issue,   p.   245). 
Flowers — An    Orchid    to    You    (sec   Sept. 

issue,  '40,  p.   35). 
Fuel — Smoke    Rings    (see   Dec.    issue,   p. 

126). 
Furs — Cocktail   Hour    (see  August  issue, 

p.  258). 
Gasoline — Home  Town  Editor    (see  Oct. 

issue,  '40,  pp.  73,  74). 
Gasoline — PDQ    Quiz    Court     (sec    Dec. 

issue,  p.    134). 
Groceries — Food    Stamp    Quiz    (see   Sept. 

issue,    '40,   p.    33). 
Groceries — Matrimonial      Market      Basket 

(see  Dec.  issue,  p.    154). 
Groceries — Mystery     Melody      (see     Sep- 
tember issue,   '41,   p.   290). 
Groceries — Mystree      Tunes       (sec      June 

issue,  p.  162). 


Groceries  (Wholesale) — Hoxic  Fruit  Re- 
porter   (see  Jan.   issue,   p.    34). 

Groceries  (Wholesale) — Market  Melodies 
(see  Oct.  issue,   '40,  pp.   73,   74). 

Groceries  (Wholesale) — Women's  News- 
reel  of  the  Air  (see  Oct.  issue,  '40, 
p.    63). 

Hardware  Stores — Dr.  Fixit  (see  p. 
360). 

Laundries — Rock-a-bye  Lady  (see  Feb. 
issue,  p.   47). 

Men's  Wear — Hats  Off  (see  June  issue, 
pp.   178,    183). 

Music  Stores — Kiddies'  Revue  (see  Oct. 
issue,   '41,  p.   306). 

Optometry — Good  Morning,  Neighbors 
(see  Jan.  issue,  p.   35). 

Shoes — Campus  Reporters  (see  August 
issue,    p.    251). 

Shoes — Mr.  Fixer  (see  June  issue,  p. 
148). 

Sporting  Goods — Alley  Dust  (see  June 
issue,  p.    177). 

Sustaining — Calling  All  Camps  (see  Oct. 
issue,    '41,   p.    310). 

Women's  Wear — Melodies  and  Fashions 
(see  Nov.  issue,   '40,  p.   112). 


SAMPLE    TRANSCRIPTIONS 

Betty    and    Bob     (see    Oct.    issue.    '40,    p. 
53). 

Captains   of   Industry    (see   September   is- 
sue, '41,  p.  284). 

Cinnamon    Bear    (see    Oct.    issue.    '41,    p. 
315). 

Dearest  Mother    (see  p.   354). 

The    Enemy    Within    (sec   Jan.    issue,    p. 
18). 

The    Face    of    the    War     (see    May    issue, 
p.    125). 

Fun    With    Music     (see    June    issue,    p. 
162). 

Getting    the    Most    Out    of    Life    Today 
(see  July  issue,  p.    196). 

Little    by    Little    House    (see    May    issue, 
p.    128). 

Mama  Bloom's  Brood    (see  August  issue, 
p.   248). 

Pinocchio    (see   Sept.    issue,    '40,    p.    11). 

Secret  Agent  K-7    (see   Sept.   issue,    '40. 
p.   35). 

Sonny   Tabor    (see   May   issue,   p.    140). 

Superman      (see     September     issue,     '41. 
p.   271). 

Stella  Unger    (see  Feb.   issue,  p.   56). 

Streamlined     Fairy     Tales      (see     March- 
April  issue,  p.   90). 


NOVEMBER,      1941 


363 


SHOWMANSCOOPS 

RADIO   SHOWMANSHIP   welcomes   unusual   photographs   of   merchandising 
stunts  used  by  businessmen  to  promote  their  radio  programs.   One  dollar  will 
be   paid    for   pictures   accepted.    If   you   wish   photographs   returned,    please   in- 
clude self-addressed,  stamped  envelope. 


LEFT  .  .  .  Kids  came  from  26 
cities  carrying  gunny  sacks,  box- 
es and  toy  wagons  loaded  with 
bottle  caps.  OCEAN  PARK  ride 
concessions  were  turned  over  to 
youngsters  who  paid  SPARK- 
LETT  or  SPARKEETA  bottle 
caps  for  trips  on  the  Roller 
Coaster,  High  Boy  and  other 
thrill  devices.  (For  story  on  the 
KHJ  program,  see  Showmanship 
in   Action,  p.  361.) 


m-^m 


RIGHT  .  .  .  Each  year 
the  boys  and  girls  of 
Sunset  Corners  have 
their  own  Christmas 
Party  after  the  Iowa 
Barn  Dance  Frolic, 
either  before  or  fol- 
lowing Christmas  Day. 
Heard  over  WHO, 
Des  Moines,  la.,  the 
show  is  sponsored  by 
MANTLE  LAMP 
COMPANY  OF 
AMERICA,  among 
others.  (See  Proof  O' 
the  Pudding,  p.  366.) 


364 


RADIO     SHOWMANSHIP 


RIGHT  ,  .  .  Mammoth  sign 
in  the  lobby  of  Lincoln  Theatre, 
Springfield,  111.,  is  a  plug  for 
Looney  Auction.  C.  W.  Neeld, 
of  the  sales  department  of  WCBS, 
left;  C.  C.  Murray,  Fox-Lincoln 
manager,  right.  (See  Showman- 
ship in  Action,  p.  362.) 


ABOVE  .  .  .  Saturday  morning 
entertainment  for  Junior  and  his 
sister  is  no  problem  in  Albuquer- 
que, N.  M.  Broadcast  time  finds 
them  settled  in  the  plush  seats 
of  the  KIMO  theatre.  VALLEY 
GOLD  DAIRIES'  Big  Brother 
Club  is  in  session  over  KGGM! 
Cash  weekly  prizes  and  a  grand 
prize  of  a  bicycle  are  offered  to 
the  Big  Brother  who  brings  in 
the  most   bottle  caps. 


NOVEMBER,      1941 


365 


PROOF  0' THE 


PUDDING 


Results  from  radio  programs,  based 
on  sales,  mails,  surveys,  long  runs, 
the  growth  of  the  business   itself. 


Farm  Supplies 

IOWA  BARN  DANCE  FROLIC  Lights! 
Camera!  Action!  When  the  loiua  Barn 
Dance  Frolic  opens  its  11th  theatre  sea- 
son this  month,  it  will  again  be  spon- 
sored by  the  Mantle  Lamp  Co.  Per- 
manent cast  has  grown  from  16  in  1931 
to  91  today.  Baseball  heroes,  vaudeville 
teams,  a  40-piece  accordion  band,  ven- 
triloquists, other  guest  stars  are  thrown 
in  for  good  measure. 

American  folk  music  at  its  best,  plus 
a  goodly  assortment  of  modern  airs  and 
occasional  flights  into  semi-classical  mel- 
odies make  up  the  three  hour  show. 
With  these  ingredients,  Iowa  Barn 
Dance  Frolic  has  played  to  a  top  theatre 
audience  of  4,700  paid  admissions.  Esti- 
mated radio  listening  audience  based  on 
mail  response  is  a  million  and  a  half. 

Setting  of  the  show  is  Sunset  Corners, 
a  mythical,  typical  small  town  in  Iowa, 
or  any  other  middlewestern  state.  Broad- 
casts purport  to  come  from  the  main 
street  or  village  square. 

Not  a  participating  broadcast,  each 
half-hour  or  15-minute  period  is  devoted 
to  one  sponsor. 

AIR    FAX:    Show    is    broadcast    from    the    stage    of   the 
Shrine   auditorium. 
First   Broadcast:    1930. 

Broadcast     Schedule:     8:00-11:00     P.M.,     Saturdays. 
Preceded    By:    Abe    Lyman's    Orchestra. 
Followed  By:   Arturo  Arturo's  Orchestra. 
Sponsors:     Mantle    Lamp    Co.    of    America,    Murphy 
Products   Co.,   Miles   Laboratories,   Consolidated  Prod- 
ucts Co.,  and  Flex-O-Glass  Manufacturing  Co. 
Station:   WHO,   Des  Moines,  la. 
Power:    50,000   watts. 
Population:    167,048. 


COMMENT:  It  is  to  be  noted  that  the 
Mantle  Lamp  Co.,  original  sponsor, 
enters  its  11th  season.  Murphy  Products 
Co.,  Burlington,  Wis.,  manufacturers  of 
stock  and  poultry  foods,  enters  its  fifth 
season.  The  makers  of  Flex-O-Glass 
have  sold  their  products  on  this  show 
for  six  years.  CoNsoLmATED  Products 
Co.,  Danville,  111.,  and  Des  Moines,  la., 
manufacturers  of  SEMi-Soum  Butter- 
milk E  Emulsion  and  allied  products, 
are  starting  their  second  season.  Makers 
of  Alka  Seltzer  have  just  signed  a  52- 
week  contract.  Few  local  programs  in 
U.  S.  today  can  boast  of  such  a  distin- 
guished record  of  continued  sponsor- 
ship. 


Home  Furnishings 

COMMUNITY  NEWS  Well-known  jour- 
nalistic fact  is  that  one  way  to  interest 
people  is  to  give  them  the  low-down  on 
people  they  know.  Chief  pulling  power 
of  any  society  page  is  the  inclusion  of 
local  names,  and  the  more  the  merrier. 
A  radio  adaptation  of  that  fact  is  Com- 
rnunity  News,  sponsored  by  Stowers 
Furniture  Co.,  over  KPAB,  Laredo, 
Tex. 

Success  of  the  show  is  indicated  by 
the  fact  that  it  has  been  on  the  air  daily, 
except  Sunday,  since  February  1,  1939. 
From  Laredo  and  near-by  towns  come 
news  and  announcements  of  social 
events,  other  personal  items.  To  Stow- 
ers, whose  sales  have  steadily  increased 
since  they  began  the  program,  come  pro- 
spective furniture  buyers  from  the  entire 
area. 

A  telephone  survey  of  all  persons  list- 
ed in  the  Laredo  telephone  directory  re- 
vealed that  almost  every  person  has  lis- 
tened to  Community  News  at  some  time 
or  another.  To  test  listener  appeal  when 
the  show  first  went  on  the  air,  the  names 
of  three  persons  (chosen  at  random  from 
the  city  directory)  were  announced  each 
day  as  the  winners  of  door  mats.  Hook: 
winner  had  to  pick  up  mat  at  store  in 
person.  Well  pleased  was  sponsor's  ad- 
vertising manager.  Hector  G.  Cox,  when 


366 


RADIO     SHOWM  ANSH  I  P 


in  two  months,  the  response  to  the  give- 
a-way  averaged  95  percent. 

AIR  FAX:  News  doesn't  have  to  be  epochal.  To  keep 
Laredo  citizens  posted  on  what  is  happening  to  their 
neighbors,  the  quarter-hour  program  is  aired  daily, 
except  Sunday.  Three  commercials  are  given  each 
day. 

First  Broadcast:   February   1,    1939. 

Broadcast    Schedule:     Daily,    except    Sunday,     12:15- 
12:30    (noon). 
Preceded  By:   News. 
Followed   By:   We   Are   Americans. 
Sponsor:   Stowers  Furniture  Co. 
Station:   KPAB,  Laredo,  Tex. 
Power:   250  watts. 
Population:    32,618. 

COMMENT:  The  size  of  the  community 
is  a  factor  in  the  successful  presentation 
of  such  a  program.  Best  chances  are  in 
a  moderately  sized  city.  No  special  pro- 
motion is  needed  to  sell  this  popular 
show  to  the  public,  although  showman- 
ship sells  it  faster,  makes  its  power  felt 
quicker. 

Men's  Wear 

SHOOT  THE  WORKS  Horatio  Algier 
had  nothing  on  this  quiz  show  for  sud- 
den success.  Shoot  the  Works  started  in 
a  small  studio,  soon  was  transplanted  to 
a  much  larger  auditorium  to  hold  over- 
flow spectators.  At  first  only  one  an- 
nouncer was  used.  Today,  he  is  aided 
by  two  additional  announcers  who  travel 
through  the  audience  with  portable 
mikes  while  emcee  Marvin  Mueller  fires 
the  questions  from  the  stage. 

Grown  also  has  the  sponsor's  business. 
Sales  in  the  Hirsch  Clothing  Co.  stores, 
Chicago,  111.,  have  increased  by  a  large 
margin  since  the  program's  beginning. 

Each  person  is  asked  a  series  of  ques- 
tions on  one  topic,  gets  a  crisp  dollar 
bill  for  the  first  correct  answer.  Quiz- 
testants  can  Shoot  the  Works,  double 
their  money  until  they  have  $32  for  an- 
swering additional  questions  correctly. 
If  they  lose  after  the  first  dollar,  they 
pocket  only  the  one  smacker,  or  they 
may  stop  at  any  time  and  keep  their 
winnings. 

Newspaper  ads  used  to  build  up  an 
audience  when  the  show  was  young  are 
no  longer  necessary.  Listeners  baited  by 
the  |5  award  for  all  questions  used  on 


the  air  send  in  1,000  plus  letters  per 
week. 

AIR    FAX:    A    quiz    show    emceed    by    genial,    roly-poly 
Marvin    Mueller,    who    lifts    interviews    out-of-the-or- 
dinary  by  encouraging  studio-audience  excitement. 
First   Broadcast:    April    4,    1941. 
Broadcast  Schedule:   Fridays,  9:30-10:00  P.M. 
Preceded   By:   Who   Knows. 
Sponsor:  Hirsch  Clothing  Co. 
Station:   WGN,   Chicago,  111. 
Power:    50,000  watts. 
Population:    3,440,420. 
Agency:   Schwimmer  8C  Scott. 

COMMENT:  Good  formulas  are  hard  to 
find,  are  certainly  worth  following: 
Hirsch  has  adapted  Take  It  or  Leave 
It  question  pattern.  Dr.  I.  Q.  travelling 
mike  technique,  uses  both  to  give  pace 
and  thrills  to  this  topnotch  production. 


Repair  Shops 


SONGS  OF  THE  ISLAND  Three -plus 
years  ago,  sponsor  Eubanks  Body  %z 
Fender  Shop,  who  paint  and  repair  fur- 
niture upholstering,  awnings,  tarps, 
Venetian  blinds,  needlepoint,  auto  and 
window  glass  work,  associated  lines, 
began  to  help  Centralia  citizens  peace- 
fully digest  their  evening  dinners  with 
slow,  dreamy  Hawaiian  string  music. 
They  aggressively  promoted  the  pro- 
gram as  restful,  easy-to-listen-to  while 
relaxing,  reading,  etc.  Commercial  copy 
is  brief,  and  plugs  persistently  for  im- 
provement, with  an  emotional  approach 
toward  the  living  value  of  things  in  good 
repair. 

Results:  No  quick  sales,  but  consistent 
pull  of  new  customers  from  distant  dis- 
tricts formerly  not  coming  in  to  Cen- 
tralia. 

air  FAX:    First  Broadcast:   January   1,    1938. 
Broadcast  Schedule:    T-W-F,    8:15-8:30   P.M. 
Preceded  By:    United  Press   on  the  Air. 
Followed      By:      News;      Johnny      Davis'      Orchestra 
(MBS). 

Sponsor:   Eubanks   Body   &  Fender  Shop. 
Station:   KELA,  Centralia,  Wash. 
Power:    1,000   watts. 
Population:    10,349. 

COMMENT:  Psychologists  claim  the  best 
time  to  approach  people  is  when  they 
are  relaxing  after  a  satisfying  meal. 
Here's  a  sponsor  who  applied  the  theory, 
I  found  it  fact! 


NOVEMBER,      1941 


367 


WHAT  THE  PROGRAM  DID  FOR  MEJ 


This  is  the  businessman's  own  department.  Radio  advertisers  are  invited  to  exchange 
results  and  reactions  of  radio  programs  for  their  mutual  benefit.  Address  all  letters  to 
What  the  Program  Did  for  Me,  Radio  Showmanship,  1 1 /A  at  Glenwood,  Minneapolis,  Minn. 


Beverages 

BURGERS  LIARS'  CLUB  "When  we  start- 
ed in  business  early  in  1941  we  immedi- 
ately began  to  search  for  a  radio  pro- 
gram that  would  attract  and  hold  listen- 
er interest. 

"Frankly,  at  first  we  doubted  the  abil- 
ity of  a  new  type  program  to  get  im- 
mediate results,  especially  since  the  pro- 
gram required  listeners  to  write  in  their 
'tall  stories.'  Unless  we  could  get  the 
proper  type  of  stories  in  sufficient  num- 
bers we  would  have  difficulties  in  run- 
ning the  program. 

"Our  doubts  were  soon  dis- 
pelled since  stories  poured  in 
from  many  parts  of  Alabama 
and  Florida,  and  we  were  able 
to  make  a  wide  choice  of  mate- 
rial. The  flood  of  letters  con- 
tinues, and  after  two  months 
our  program  appears  to  be  a 
regular  part  of  the  radio  diet 
of  thousands  of  listeners  in  this 
area. 

"We  are  well  pleased  to  ad- 
vise you  that  Burger  sales  in  this  area 
have  increased  33  1/3  percent  over  the 
same  period  last  year." 

Harold  Basch 
President 
Burger  Beer  Co. 
Montgomery,  Ala. 

AIR  FAX:  Ordinarily,  the  radio  public  is  asked  to 
take  as  gospel  fact  what  it  hears  over  the  air.  Here's 
one  show  that  nobody  believes,  but  everyone  enjoys. 
Now  I'll  tell  one  is  the  idea  behind  the  program 
heard  daily  over  WSFA,  Montgomery,  Ala.  Listen- 
ers send  in  their  best  whoppers.  Daily,  three  dis- 
ciples of  Ananias  become  eligible  for  membership 
in  the  Burgers  Liars  Club  when  their  tall  tales  are 
retold. 

Membership  in  the  club  nets  yarn-swappers  one 
dozen  beverage  glasses.  Engraved  on  them:  Mem- 
ber Burgers  Liars'  Club  Post  No.  1. 
During  the  month  of  September  BURGER  DIS- 
TRIBUTING CO.  offered  a  trip  to  the  World 
Series  with  all  expenses  paid  including  two  tickets 
to  the  first  two  games  for  the  Best  Lie  of  the 
Month.  An  army  sergeant  copped  the  honors! 


Because  "it  ain't  right  to  tell  lies  on  the  Sabbath" 
no  lies  are  read  on  Sunday  night.  Program  is  then 
devoted  entirely  to  transcribed  music.  Three  com- 
mercials of  about  20  words  each  are  read  during 
the  course  of  each  quarter-hour.  The  show  is  now 
in  its  29th  week.  Tall  stories  are  still  pouring  in. 
First  Broadcast:   April,   1941. 

Broadcast  Schedule:  Daily,  7:15-7:30  P.M.  (CDST). 
Preceded  By:  Ted  Steele  Novatime,  week  days;  NBC 
Sports,   Sundays. 

Followed    By:     Army    Show,     Mondays;     Pepsi    Cola 
Treasure    Hunt,     Tuesdays     and    Thursdays;     Bugler 
Tobacco    Show,    Wednesdays;    NBC    Gargoyle    Show, 
Saturdays;   Local  Transcription  Show,  Sundays. 
Sponsor:    Burger   Distributing   Co. 
Station:   WSFA,   Montgomery,   Ala. 
Power:    1,000  watts. 
Population:   69,738. 


COMMENT:  Ability  to  over- 
come listener  inertia  in  large 
enough  numbers  marks  the  dif- 
ference between  success  and 
failure  here.  Figures  don't  lie, 
and  a  whopping  sales  increase 
of  33  1/3  percent  over  the 
same  period  the  preceding  year 
is  a  splendid  tribute  to  the 
efficacy  of  this  unique  pro- 
gram. 


Showmanship  is  no  small 
factor  in  the  remarkable  sales  increase 
attributed  to  this  program.  Giveaways 
that  are  directly  associated  with  the 
sponsor's  product  provide  a  constant 
reminder  to  recipients.  In  this  case, 
members  of  the  Burgers  Liars'  Club  are 
reminded  of  the  sponsor  whenever  glasses 
are  lifted  in  good-fellowship. 

Showmanship  in  presenting  the  pro- 
gram is  another  explanation.  Down  in 
the  deep  South  who  would  be  a  better 
character  to  associate  with  this  show 
than  a  Southern  colonel?  Quick  to  capi- 
talize on  local  custom  and  tradition, 
Burger  Distributing  Co.  has  such  a 
person  tell  the  whoppers  in  the  musical 
drawl  of  the  southland. 


368 


RADIO     SHOWMANSH  IP 


JOHNNY 
ON  THE  SPOT 


If  you  use  spot  announcements,  you'll  be  interest- 
ed  in  the  news,   reviews,   and   tips   in  this   column. 


RADIO  PLAYS  NO  BIG  FAVORITES! 

If  you're  one  of  those  skeptics  that  has 
said,  "My  business  is  different.  Radio 
may  work  in  other  fields  but  not  in 
mine,"  perhaps  this  survey  will  help  you 
change  your  opinion. 

Every  radio  station  was  asked  to  select 
the  one  outstanding  spot  announcement 
campaign  on  their  station.  They  gave 
the  name  of  the  sponsor  and  his  busi- 
ness. All  information  was  confidential. 

Results  showed  that  25  different  busi- 
ness fields  were  mentioned.  No  one  field 
overshadowed  the  rest.  That's  proof,  in- 
deed, that  radio  can  work  successfully 
no  matter  what  your  business  is.  Here 
is  a  list  of  the  businesses  reported,  with 
percentages  of  total  mentions: 


Automobiles 4.8% 

Bakeries 7.1% 

Beauty    Shops  ....  1.2% 

Beverages    (including 
carbonated,   beer, 
wine) 16.7% 

Dairies 2.4% 

Department  Stores  8.3  % 

Drug  Stores 3.6% 

Electrical 

Appliances 3.6% 

Farm   Supplies.  .  .  .  1.2% 

Finance 2.4% 

Fuel 1.2% 


Funeral    Homes.  .  .  1.2' 

Furs 1.2< 

Gasoline 1.2' 

Groceries 8,3' 

Home  Furnishings    10.7' 

Ice 1.2' 

Jewelry 3.6' 

Laundry 2.4' 

Men's  Wear 8.3' 

Public    Utilities    .  1.2' 

Shoes 1.2< 

Theatres 2.4' 

Women's  Wear  .  .  .  3.6' 


EVOLUTION 

Back  in  the  days  of  radio's  infancy, 
all  an  advertiser  had  to  do  to  attract 
attention  was  to  advertise. 

Whatever  was  said,  was  heard,  be- 
cause the  mere  act  of  transmitting 
sound  via  the  air  waves  was  a  novelty. 

However,  time  wore  off  the  lustre. 
Before  long,  advertisers,  in  order  to 
arouse  interest,  were  forced  to  introduce 
such  openers  as  "Attention  .  .  .  for  an 
important  announcement!"  or  "Here's 
news  for  everybody!" 

Soon,  listeners  began  to  accustom 
themselves  to  these  so-called  "thrill" 
openers.  Instead  of  startling  anybody, 
they  merely  became  a  cue  for  a  one 
minute  siesta. 

Progressive  advertisers  began  to  look 
for  other,  more  novel  ways  of  attracting 
attention.  They  tried  "singing"  an- 
nouncements, then  dramatic  announce- 
ments. Both  attained  exceptional  suc- 
cess. 

But  even  straight  singing  and  straight 
dramatic  announcements  weren't  un- 
usual enough.  So,  the  singing  got  wackier, 
the  dramatic  situations  more  fantastic. 

Leading  producers  began  to  search  for 
still  more  unique  ways  of  attracting  at- 
tention. Double  talk  was  born;  quiz  an- 
nouncements popularized,  old  jokes  re- 
vived. And  now,  along  comes  the  most 
unusual  idea  of  all. 

The  Gordon  Jewelry  Store  in  Mon- 
tana has  ordered  it,  and  other  jewelers 
are  expected  to  follow.  It's  a  series  of 
one  minute  jewelry  spots  written  in  the 
lesser  known  and  more  startling  foreign 
languages,  including  such  lingual  curi- 
osities as  Icelandic,  Gypsy,  Persian,  etc. 
The  idea  is  not  to  appeal  to  the  lan- 
guage group,  but  rather  to  attract  the 
attention  of  the  listener  by  the  weird 
quality  of  the  announcements. 

Script  calls  for  the  "foreigner"  to 
speak  his  native  tongue,  then  speak  in 
broken  English  with  an  American  an- 
nouncer assisting  him. 

AIRFAX:  Spots  are  created  by  Harry  S.  Goodman, 
New  York  transcription  producer  and  are  available 
for  sponsorship  by  jewelers  throughout  the  country. 
Thirty   different    foreign    languages   are   used. 


NOVEMBER.      194  1 


369 


TRENDS 


A  rating  of  program  patterns  based  on  a  special  survey  of 
outstanding,  locally  sponsored  radio  programs  throughout 
the  country.  Let  the  TREND  of  these  ratings,  month  to 
month,  be  your  guide  to  better  buying. 


PROGRAM  RATINGS, 

SEPTEMBER,  1941 

Type 

Rating 

Last 
Month 

1    Month 
Change 

Last 
Year 

1  Year 
Change 

MUSIC 

.309 

.306 

+  .003 

.350 

-.041 

NEWS 

.222 

.225 

-.003 

.180 

+  .042 

QUIZ 

.119 

.120 

-.001 

.100 

+  .019 

TALKS 

.095 

.097 

-.002 

No 
Rating 

.... 

INTERVIEWS 

.082 

.085 

-.003 

No 
Rating 

.... 

SPORTS 

.067 

.065 

+  .002 

.070 

-.003 

COMEDY 

.056 

.051 

+  .005 

.060 

-.004 

DRAMA 

.050 

.051 

-.001 

.070 

-.020 

TOTAL 

1.000 

1.000 

1   Month  1   Month  1   Month 

GROUPS                  Men  Change  Women  Change  Children  Change 

Music 269  +.005  .341  +.005  .299  -.004 

News 279  -  .002  .214  -  .003  .095  -  .004 

Talks 069  -.001  .133  -.003  .058  +.001 

Interviews     .   .          .065  +.002  .088  -.001  .110  -.004 

Quiz 120  -.003  .110  -.001  .148  +.007 

Sports 123  -.001  .028  ....  .048  +.002 

Drama 032  -  .006  .032  -  .001  .149  -  .006 

Comedy 043  +  .005  .054  +  .004  .093  +  .008 


THIS  MONTH 

There  is  a  popular  theory  that  in 
times  of  stress  people  seek  emotional  re- 
lief. Light  entertainment  replaces  trag- 
edy and  pathos.  To  date,  local  radio 
sponsors,  according  to  our  figures,  have 
not  put  this  theory  into  practice.  In 
spite  of  the  highly  keyed  period  we  are 
now  experiencing,  comedy  has  shown 
just  a  slight  variation  from  its  rating 
one  year  ago.  This  month,  however, 
there  are  definite  signs  that  programs 
with  a  touch  of  humor  are  gaining  in 
popularity.  Whether  that  rise  will  be 
maintained  remains  to  be  seen. 


It  is  interesting  to  note  that  a  year 
ago,  a  rise  in  the  rating  of  comedy  pro- 
grams was  recorded  in  September  as 
compared  with  August.  Again,  this  year, 
a  definite  increase  is  noted. 

1941  1940 

August 051  .040 

September 056  .060 

The  exact  cause  of  this  change  is  dif- 
ficult to  determine.  One  answer  might 
be  that  school  starts  again  in  September, 
and  children's  shows  gain  in  popularity. 
And,  of  course,  comedy  is  an  important 
factor  in  many  successful  children's 
shows. 


370 


RADIO     SHOWM  ANSH  I  P 


n 


SL^t  Your 


RADIO  SHOWMANSHIP 


Holds   18    magazines.   The   convenient,   compact   method   of 


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Order  today.  Use  the  coupon  below.  Only  $1.50  postpaid. 


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we'll  send  you  a  new  copy  for  your  file. 


Radio  Showmanship  Magazine 
eleventh  at  glen^vood  avenue 
Minneapolis,  Minnesota 

Gentlemen: 

Send  me  □  copies  of  the  Radio  Showmanship 
Magazine  File  Binders,  at  $1.50  per  binder,  postage 
paid.  Check  enclosed  Q.  Bill  me  later  □• 

Name 


Address. . 
Company 
Position  . 
City 


State. 


NEXT  MONTH'S  ISSUE  Oi 


HOWMANSHIP,  A.  M.  Nordtvedt,  manager  of  the  Mont- 
gomery Ward  store  in  Des  Moines,  la.,  maps  out  a  three-point  prograi 
for  radio  merchandisers.  Here  is  a  remarkable  story  on  how  radio  sells 
merchandise,  builds  good  will  and  promotes  various  store  services. 


*\1^  ^^^^  •VV*  ••V 
^VJ!A?A«  •••  ••V, 

\o ->  Ojo  ejd  •'•  Of 


DECEMBER  1941  iMtP^V^'^^        25c 

^(^\^^  ^^,^r^^i\    ^Hl        3te   IN   CANADA 

IN  THIS  ISSUE  . . .  PROGRAMS  AND  PROMOTIONS  FOR 


Automobiles 


Bakeries 


Dairies 


Department  Stores 


Finance  *  Groceries  *  Home  Furnishings  *  Manufacturers  *  Men's 


Wear    «     Schools    «    plus  Year-End  Index     «     57  Business  Fields 


MORE  THAN   A   MAGAZINE 


.   A   SERVICE 


YODR  BUSINESS  AT  A  GLANCE 


An  index,   classifying  by  businesses   the  various   articles   and   services   in   Radio   Showmanship. 
It's  the  quick  way  to  find  out  what  others  in  your  business  field  are  accomplishing  through  radio. 


DECEMBER 


Business  PAGE 

Automobiles  397,  400,  402 

Bakeries  386,   402 

Beverages 398 

Cemeteries 390 

Dairies  383,  395 

Department 

Stores  379,  393,  395,  401 

Finance  390,  397 


Business  PAGE 

Groceries  396,  399,  401 

Home  Furnishings 393 

Insurance 390 

Manufacturers  390,  399,  400 

Men's  Wear  396 

Milling  390 

Schools  394 


5l^ 


Business  PAGE 

Bakeries 355 

Beverages  356,  361,  364,  368 

Dairies  361,  365 

Drug  Stores 347 

Farm  Supplies  359,  364,  365,  366 

Gasoline 350 

Groceries 355 


NOVEMBER 

Business  PAGE 

Hardv/are  Stores    360 

Home  Furnishings  343,  362,  366 

Jewelry 362 

Men's  Wear  367 

Repair  Shops 367 

Shoes 360 

Theatres 352 


//  you  don't  have  the  November  issue,  order  it  nowi 


CONTENTS 

DECEMBER     1941 

VOL.2  NO.  11 


Editorial  Advisory  Board 
Radio 

Herbert  Pettey 

New  York 
Ralph  Atlass 

Chicago 
William  Dolph 

Washington 
Henry  Johnston 

Birmingham 
Glenn"  Snyder 

Chicago 
Philip  Lasky 

San  Francisco 
Roger  Clipp 

Philadelphia 
J.  Harold  Ryan 

Toledo 
Business 
Lorenzo  Richards 

Ogden,  Utah 
GusTAV  Flexner 

Louisville 
J.  Hudson  Huffard 

Bluefield,  Va. 
Maurice  M.  Chait 

Peoria,  III. 
Frank  J.  Ryan 

Kalamazoo,  Mich. 
Allen  C  Knowles 

Cleveland 

Editor  and  Publisher:  Don  Paul 
Xathanson.  Managing  Editor:  Tod 
Williams.  Associate  Editors:  Marie 
Ford,  Norman  V.  Carlisle,  Harold 
Kahm,  Paul  Hellman.  Business: 
N.  Lunde.  Circulation:  Thelma  Kay. 

Published  by  Showmanship  Publi- 
cations, Minneapolis,  Minn.  Subscrip- 
tion rate:  $2.50  a  year,  25c  a  copy. 
Address  editorial  correspondence  to 
Showmanship  Building,  Eleventh  at 
Glenwood,  Minneapolis,  Minn.  Tele- 
phone: Bridgeport  6228. 

Copyright  1941,  by  Showmanship 
Publications,  publishers  of  Radio 
Showmanship. 


Editorial 378 

On  the  Ward  Front 379 

A.  M.  Nordtvedt 

To  boost  sales  put  radio  program  on 
a  three-point  basis  advises  the  man- 
ager of  Montgomery  Ward's  Des 
Moines,  la.,  retail  store. 


Sales  from  Bedtime  Tales 382 

Wm.   T.    Pickering 

This  kid  show  even  attracts  mothers 
says  the  president  of  the  advertising 
agency,  Heintz,  Pickering  &:  Co., 
Inc.,  Los  Angeles,  Cal. 


Dough  Makes  'Dough'  on  Radio 386 

W.  A.  Macpherson 

Bread  brings  50%  of  our  retail  vol- 
ume thanks  to  radio,  says  the  presi- 
dent of  Federal  Bakeries,  Tacoma, 
^Vash. 


Prestige  Program:  Sunday  Players 388 

An  RS  Air  Analysts 

Three  business  executives  reveal 
their  merchandising  ideas  that  help- 
ed this  interesting  transcription 
series  increase  good  will  for  their  or- 
ganizations. 


DECEMBER,      1941 


375 


AMERICA'S  BIGGEST 
LITTLE  RADIO  SHOW! 

It's  a  series  of  260  5-minute  scripts 
(with  about  1>^  minutes  allowed  for 
commercials)  that  is  selling  more  mer- 
chandise and  services  than  any  other 
5-minute  radio  show  in  the  country! 
Minimum  contract  is  for  65  episodes. 
Available  to  only  one  sponsor  in  a  city. 

This  is  not  a  transcribed  series — but  is 
used  as  a  "live"  program,  requiring 
only  one  man  and  announcer  for  pro- 
duction. The  copy  tie-up  with  the  title 
enables  sponsors  to  give  audiences 
"something  to  think  about"  their  prod- 
uct and  services,  and  drive  the  message 
home. 

Some  of  the  sponsors  include: 
DENTYNE  GUM 

Station  WLW 5  times  weekly. 

MERCHANTS  &  EMPLOYES  BANK 

Station    KTRH 5  times  weekly. 

SINCLAIR  OIL  PRODUCTS 

Station    WFMD 5  times  weekly. 

Station    WSFA 5  times  weekly. 

HONOLULU  FINANCE  & 

THRIFT  CO. 

Station   KGMB 5  times  weekly. 

PAUL  BROTHERS 
OLDSMOBILE  CO. 

Station    WINX 3  times  weekly. 

VINCENNES  FEDERAL  SAVINGS 
&  LOAN 

Station  WOAV 5  times  weekly. 

Write  for  sample  scripts  and  full  data, 
including  combination  rate-card  order- 
form.  If  you  want  results  from  radio 
at  low  cost  —  investigate  "SOME- 
THING TO  THINK  ABOUT!" 

SPECIAL  FEATURES  SYNDICATE 

563  Northwestern  National  Bank  BIdg. 
MINNEAPOLIS.  MINNESOTA 


An  Investment  in  Prestige 391 

Tod  Williams 

No.  2  in  a  series  telling  how  to  get 
the  most  for  your  radio  dollar. 

Airing  the  New 393 

All  the  available  data  on  new  radio 
programs.  No  result  figures,  as  yet, 
but  worth  reading  about! 

Showmanship  in  Action 395 

A  collection  of  those  extra  promo- 
tions and  merchandising  ideas  that 
lift  a  program  out  of  the  ordinary. 

Special  Promotion 397 

Short  radio  promotions  that  run  but 
a  day,  a  week,  or  a  month  yet  leave 
an  impression  that  lasts  the  year 
around. 

Proof  O'  the  Pudding 398 

Results  from  radio  programs,  based 
on  sales,  mails,  surveys,  long  runs 
and  the  growth  of  the  business  it- 
self. 

Showmanscoops 400 

Photographic  review  of  merchandis- 
ing stunts,  and  the  personalities  be- 
hind them. 

What  the  Program  Did  for  Me  402 

This  is  the  businessman's  own  de- 
partment. Here  the  radio  advertisers 
of  the  nation  exchange  results  and 
reactions  of  radio  programs  for  their 
mutual  benefit. 

Trends  403 

A  rating  of  program  patterns  based 
on  a  special  and  continuous  survey 
of  outstanding,  locally-sponsored 
radio  programs  throughout  the 
country. 

Johnny  on  the  Spot 404 

If  you  use  spot  announcements, 
you'll  be  interested  in  the  news,  re- 
views and  tips  in  this  department. 

Year-End  Index 405 

Summary  of  programs  and  promo- 
tions appearing  in  Radio  Showman- 
ship for  the  last  year,  classified  by 
businesses. 


376 


RADIO     SHOWM  ANSH  I  P 


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^%, . 


/»/ 


Holds   18   magazines.  The   convenient^  compact  method  of 


keeping    your    copies    in    permanent,    chronological    order. 


Order  today.  Use  the  coupon  below.  Only  $1.50  postpaid. 


Radio  Showmanship  Magazine 
eleventh  at  glenwood  avenue 
Minneapolis,  Minnesota 

Gentlemen: 

Send  me  □  copies  of  the  Radio  Showmanship 
Magazine  File  Binders,  at  $1.50  per  binder,  postage 
paid.  Check  enclosed  □•  Bill  me  later  Q. 


Name  ... 
Address . . 
Company 
Position  . . 

City 


State. 


EDITORIAL 


WE  often  wander  so  far  into  the  labyrinth  that  is 
our  business,  that  sometimes,  we  lose  all  perspec- 
tive of  what  lies  outside. 

A  businessman  pointed  out  this  fact  to  us.  "I've  got 
15,000  to  spend  in  advertising,"  he  said,  "and  while  I've 
heard  wondrous  tales  of  radio's  successes,  I  still  must 
consider  the  respective  merits  of  other  forms  of  adver- 
tising." 

Other  advertising!  So  engrossed  had  we  become  in 
radio  during  the  past  few  years,  that  we  had  almost  for- 
gotten that  any  other  form  of  advertising  existed. 

What  about  other  advertising?  How  did  radio  stack 
up? 

One  could  cite  hundreds  of  actual  examples  that  show 
radio's  comparatively  low  cost  per  inquiry,  per  premium 
offer,  and  most  important,  per  sale.  But  perhaps,  you'd 
be  more  interested  in  the  simple  but  logical  reason  why, 
after  due  consideration,  our  friend  chose  to  spend  his 
entire  |5,000  in  radio. 

Like  most  retailers,  he  first  considered  using  news- 
papers, but  soon  found  that  even  his  entire  total  of 
|5,000  would  shrivel  by  comparison  with  the  huge  ex- 
penditures of  the  big  retail  stores  in  his  town. 

Radio  presented  almost  a  direct  contrast.  Every  fifteen 
minutes,  one  minute  or  even  20  seconds  that  he  caught 
the  attention  of  the  radio  listener  was  his  time— /oc^^ 
stock  and  barrel.  What  he  had  to  say  was  accepted  on 
its  merits,  not  on  its  size. 

With  $5,000  in  radio.  He  got  domination.  With  $5,000 
in  newspapers,  he  got  lost. 

When  you  consider  buying  any  form  of  advertising, 
stop  a  minute  and  figure  out  just  how  much  money  it 
will  cost  you  to  dominate  your  competitors. 

Every  minute  is  your  minute  in  radio.  There's  not 
another  competitor  within  hearing  distance. 


378  RADIO     SHOWMANSHIP 


©n 


OQ 


^OCi^r 


I'sIS 


the  Ward  Front 


'^A, 


'^£W 


To  Boost  Sales  Put  Radio  on  a  Three-Point  Basis  Advises 
A.  M.  Nordtvedt,  Montgomery  Ward's  Des  Moines,  la.,  Mgr. 


">HK.  ,, 


FOR  sale:  100,000  different  items. 
That  is  the  assignment  of  a  man- 
ager of  a  Montgomery  Ward  store.  It  is 
a  large  order,  but  not  an  unusual  one. 
There  are  thousands  of  businessmen  in 
the  field  of  department  store  merchan- 
dising who  are  confronted  with  the 
same  problems  which  confront  us  every 
day  of  the  year. 

\Vhat  interests  all  of  us  is  this  one 
question:  how^  to  keep  our  merchandise 
moving.  Obviously,  one  of  the  prime 
essentials  is  advertising.  The  old  "saw" 
to  the  contrary,  the  world  does  not  come 
to  your  doorstep  just  because  you  make 
a  better  mouse-trap. 

Today,  it  is  apt  to  be  the  man  with 
the  best  merchandising  plan  w^io  sells 
the  most  goods.  And,  what  can  radio  do 
to  help  make  that  plan  most  effective? 
That  is  a  question  to  which  there  are 
many  answers.  I  have  only  one  of  them. 
We  learned  that  answer  in  the  school  of 
experience. 

Back  in  the  good  old  days,  urban  cen- 
ters were  few  and  widely  scattered.  It 
w^as  a  red  letter  event  for  farm  people 
the  country  over  to  enjoy  the  latest  and 
newest  edition  of  the  Montgomery 
Ward  catalogue.  Fa- 
ther poured  over  the 
harness  and  farm  ma- 
chinery sections.  Moth- 
er got  out  her  egg- 
money  to  see  if  she 
could  get  that  new  silk 
taffeta.  Buddy  and  his 
sister  built  up  a  dream 
world  based  on  the 
pages  devoted  to  toys. 

Times  have  changed 


since  then.  There  is  still  the  mail-order 
business  which  serves  hundreds  of  thou- 
sands of  customers.  In  fact,  a  rostrum  of 
these  patrons  reads  like  an  international 
"Who's  AVho."  His  Highness,  the  Ma- 
haraja of  Nepal,  sent  to  AV^ard's  for  a 
large  order  of  tents.  From  the  Dominican 
Republic  came  an  order  for  clothing 
from  the  wife  of  the  Dictator  Presidente. 
The  Governor  of  Venezuela  has  evident- 
ly established  a  hospital.  His  order  call- 
ed for  cots,  mattresses,  blankets,  sheets 
and  pillow  cases. 

But  in  addition  to  the  mail-order  busi- 
ness, there  are  also  retail  stores.  W^ith 
the  advent  of  the  automobile,  farmers,  in 
ever-increasing  numbers,  began  coming 
to  town  to  do  their  buying.  Quick  to  see 
the  change.  Ward's  went  into  the  retail 
field.  Radio  has  helped  to  correlate  these 
two  inter-related  units. 

Our  Des  Moines,  la.,  store  is  one  of 
these  many  retail  outlets.  It  was  opened 
in  1930,  and  radio  has  been  an  impor- 
tant factor  in  building  up  both  the  re- 
tail store  and  the  mail-order  department 
in  this  area. 

one  program.  We  feel 
need.  It  is  on  the  basis 
of  our  experience  with 
this  one  show  that  I 
ha\e  formed  my  opin- 
ions on  the  value  of 
radio  for  department 
store  merchandising. 

Radio  advertising 
can  be  put  on  a  three- 
point  program.  In  the 
first  place,  it  must  sell 
merchandise.  On  both 
higher  cost  items  and 


We 

that 


use   only 
it  is  all 


we 


DECEMBER,      1941 


379 


bargain  specials  it  has  sold  merchandise 
for  us  in  large  volume.  Radio  has  con- 
sistently helped  us  sell  plumbing,  refrig- 
eration, heating  plants,  and  roofing.  We 
attribute  much  of  our  success  with  Hall- 
mark furniture  to  radio,  and  certainly 
this  comes  in  the  category  of  higher  cost 
items. 

Early  in  the  spring  of  1941  the  Mont- 
gomery Ward  Co.  introduced  its  Hall- 
mark period  furniture.  Hallmark  comes 
in  three  groups.  There  is  the  eighteenth 
century  furniture  which  follows  the  de- 
signs made  famous  by  the  names  of  Chip- 
pendale, Sheraton,  Hepplewhite  and 
Duncan  Phyfe.  Then,  there  is  the  group 
of  Modern  American  furniture  in  related 
pieces.  The  third  group  is  in  early 
American  solid  maple.  In  June,  we  ar- 
ranged these  three  groups  of  furniture 


in  appropriate  settings  in  our  furniture 
department.  We  then  devoted  one  entire 
program  per  week  to  this  merchandise. 
Result:  while  the  quality  and  price  of 
this  line  of  furniture  is  above  the  aver- 
age, it  has  enjoyed  a  splendid  acceptance 
in  the  short  time  since  it  was  introduced. 

But  in  one  and  the  same  program, 
radio  can  do  more  than  sell  merchan- 
dise. It  can  also  promote  various  store 
services.  Lastly,  it  can  be  effective  from 
the  standpoint  of  institutional  advertis- 
ing. We  have  proof  that  it  has  increased 
customer  usage  of  such  special  services 
as  free  estimates,  carpet  laying  and 
budget  plans.  To  complete  the  picture, 
the  letters  and  comments  we  receive  in- 
dicate that  through  the  medium  of 
radio  we  have  considerably  increased 
the  store's  prestige;  no  department  store 


Miss  Ristvedt  and  Mr.  Nordtvedt  plan  copy  for  a  future  Waker-Uppers 
program.  Show  is  heard  every  day  of  the  week  except  Sunday  over  KSO, 
Des    Moines,     for    the    MONTGOMERY    WARD     &     CO.     retail     store. 


380 


RADIO     SHOWMANSHIP 


can  afford  to  ignore  the  value  of  insti- 
tutional   promotion    that    creates    good 

To  achieve  this  threefold  goal,  con- 
siderable time  and  thought  must  be 
given  to  the  problem  of  how  to  use 
radio.  It  can't  be  done  over  night.  Our 
own  program,  for  example,  has  become 
more  and  more  effective  as  time  has  gone 
along. 

And  time  is  an  important  factor.  Dol- 
lar returns  from  single  programs  are 
possible,  but  not  probable.  It  is  the  day- 
after-day  reminder  that  gains  customers. 
For  our  purposes,  it  is  not  good  practice- 
to  use  radio  only  during  store-wide  sales 
or  for  special  events.  To  gain  maximum 
value  from  radio  you  have  to  use  it  con- 
sistently! 

When  such  consistent  use  is  made  of 
radio,  it  is  sometimes  hard  to  evaluate 
its  total  effect.  However,  we  have  had 
frequent  examples  of  direct  sales  from 
our  program.  It  is  not  uncommon  to 
receive  calls  from  customers  who  want 
further  information  immediately  after  a 
broadcast. 

Can  radio  sell  department  store  mer- 
chandise? Our  answer  is  yes! 

We  concentrate  on  (1)  the  style 
rightness  of  our  fashion  merchandise, 
(2)  F.H.A.  service,  and  (3)  our  budget 
plan.  It  ties  in  with  the  fact  that  our 
customers  are  interested  in  quality,  price 
and  style. 

To  our  way  of  thinking,  it  is  a  mis- 
take to  use  radio  merely  as  a  bargain 
medium  or  a  recital  of  items.  We  believe 
in  brevity,  and  avoid  a  long  listing  of 
iteras  and  prices.  High  pressure  or 
lengthy  commercials  are  not  used  on  the 
show.  Instead,  they  are  short  and  con- 
versational in  style. 

Harriet  Ristvedt,  KSO  staff  continuity 
writer,  has  \\Titten  the  Montgomerv 
W^VRD  program  here  since  the  first  year 
it  was  broadcast.  Today,  the  Chicago  and 
St.  Paul  stores  pattern  their  radio  com- 
mercials after  the  ones  we  use. 


Thin,  graying,  spectacled  Arne 
Magnus  Xordtvedt,  can  trace  his 
record  with  Ward's  back  18  years. 
Four  times  during  this  period,  he 
has  helped  W^ard's  open  new  stores, 
stayed  as  manager  until  the  new 
outlets  were  on  their  respective  jeet. 

In  1929  he  opened  their  Sioux 
City  store,  moved  on  to  Des  Moines 
in  1930.  After  2i/^  years,  he  was  on 
the  move  again,  this  time  bound  for 
La  Crosse,  Wis.,  and  then  on  to  Fair- 
mont, Minn.  In  1936,  he  returned 
to  Des  Moines,  has  been  there  ever 
since. 

Very  much  a  prominent  member 
of  the  community,  he  is  (1)  a  mem- 
ber of  the  Board  of  Directors  of  the 
Retailers  of  Des  Moines;  (2)  a  mem- 
ber of  the  Ad  Club,  and  (3)  a 
Shriner,  Za-Za-Zig  Temple. 

In  his  spare  time,  if  and  when 
there  is  any,  he  takes  colored  movies. 
Chief  characters  in  the  one  reelers: 
Jack  (his  five-year-old  son)  and  Bet- 
ty (his  ten-year-old  daughter). 


It  seems  to  us  that  a  commercial  has 
to  be  ver}'  direct  and  to  the  point  so 
that  the  listener  will  catch  the  story  in 
between  the  music  and  time  signals. 
Short  and  sweet— that's  our  theory  of 
the  effective  commercial.  We  don't  be- 
lieve in  giving  our  listeners  too  much 
copy.  After  all,  the  important  thing  is 
to  sell  the  institution.  When  that  is 
done,  sales  take  care  of  themselves. 

We  are  convinced  of  the  importance 
of  the  policies  outlined  in  this  article. 
The  proof?  For  four  and  one-half  years, 
every  day  of  the  week,  Monday  through 
Saturday,  week-in  and  week-out,  we 
have  used  The  Waker-Uppers  over  KSO. 
This  fifteen-minute  program  features 
popular  recorded  music  which  appeals 
to  the  majority  of  radio  listeners.  For 
us.  The  Waker-Uppers  has  proved  itself 
to  be  a  sales  pepper-upper. 


DECEMBER,      1941 


381 


Much   of  the  appeal   of   Twilight   Tales   is   attributed   to 
Elinor    Gene's    friendly    voice    and    pleasant    personality. 


THIS  is  no  fairy  tale.  It  is  cold,  objec- 
tive fact.  The  American  Association 
of  Broadcasters  in  a  pamphlet,  Broad- 
casting to  the  Youth  of  America,  point 
out  that  there  are  1,479  children's  pro- 
grams or  program  series  broadcast  over 
372  stations  in  168  cities  in  39  states.  No 
less  than  40%  of  the  total  number  of 
programs  are  of  local  origin,  while  12% 
are  transcribed  series.  Network  shows 
take  care  of  the  rest. 

Yet  civic  leaders,  parents  and  educa- 
tors are  constantly  complaining  of  the 
lack  of  variety  and  of  the  low  quality  in 
children's  shows.  There  is  some  justifica- 
tion for  the  complaint  that  there  are  so 
few  new  ideas  in  the  field.  But  from  our 
point  of  view,  it  is  a  fact  that  represents 
a  real  challenge,  not  only  to  us,  but  to 
all  advertisers  everywhere. 

While  I  am  no  expert  on  children's 
programs,  I  should  like  to  present  the 
experience  we  and  our  client,  the  Knud- 
SEN  Creamery  Co.,  Los  Angeles,  Cal., 
had  with  a  children's  program.  Our  ex- 
perience may  be  of  vahie  to  other  spon- 


ales  froi 


This  Kid  Show  Even  Att 
President  of  Heintz,  Pick 


sors  who  have  a  product  which  appeals 
to  the  juvenile  atidience. 

Perhaps  we  had  an  extra  advantage! 
in  that  out  here  in  the  West  more  time' 
is  given  to  children's  programs  than  in 
any    other    section    of    the    country.    In! 
fact,  Los  Angeles,  with  its  approximate 
juvenile  population  of  220,641  children 
between  the  ages  of  five  and  thirteen, 
has  a  tremendous  audience  for  shows  of 
this  kind.   It  is   little  wonder   that   the 
combined  time  given  to  children's  pro- 
grams on  all  our  radio  stations  in  this 
area  amotints  to  12  to  13  hours  a  week, 
a  record  that  no  other  city  in  the  coun- 
try can  equal. 

At  the  same  time,  this  very  fact  was  a 
direct  challenge  to  us.  Our  show  had  to 
meet  greater  competition  here  than  it 
would  in  any  other  section  of  the  coun- 
try. 

Naturally,  Problem  No.  1  was  to  de- 
termine what  type  of  show  to  use.  Story 
tellers  are  the  prime  favorites  with  spon- 
sors throughout  the  nation;  and  since 
story  telling  is  the  most  ancient  form  of 
entertainment,  it  is  little  wonder  that 
this  type  of  program  surpasses  dramas, 
quiz  shows,  comics  and  music  when 
slanted  at  youthful  America. 

In  reality.  Twilight  Tales  is  more  the 
baby  of  the  Knudsen  Creamery  than  it 
is  ours.  Mr.  Knudsen  himself  liked  the 
basic  idea  of  the  show,  and  asked  us 
what  we  thought  of  it.  From  there  on, 
we  tried  to  make  the  best  possible  pro- 
gram out  of  it  from  an  ad\'ertising  and 
merchandising  viewpoint. 

We  were  well  aware  of  the  responsi- 


382 


RADIO     SHOWM  ANSH  I  P 


oKdtime  Tales 

3rs  Says  Wm.  T.  Pickering, 
(.,  Inc.,  Lds  Angeles,  Cal. 


bilities  which  such  a  choice  entailed. 
Programs  designed  specifically  for  chil- 
dren reach  impressionable  minds  and  in- 
fluence social  aptitudes  and  approaches. 
In  addition,  they  must  be  (1)  entertain- 
ing; (2)  be  of  high  artistic  quality  and 
integrity;  (3)  be  within  the  child's 
scope  of  imagination,  and  (4)  stress  in- 
tercultural  understanding  and  apprecia- 
tion. 

We  felt  that  Twilight  Tales,  a  radio 
program  appealing  to  adults  as  well  as 
children,  met  these  standards.  It  fea- 
tured the  stories  of  Hans  Christian  An- 
derson, primarily,  plus  others  by  Oscar 
Wilde,  and  Jacob  Grim.  (A  number  of 
the  Anderson  stories  were  translated 
from  the  original  Danish.) 

The  start  of  the  program  was  cloaked 
by  the  misgivings  of  many  friends  from 
whom  advice  had  been  asked.  The  ap- 
peal of  such  a  program  differed  radical- 
ly from  that  of  many  so-called  "kid 
shows"  currently  being  aired.  This  type 
of  entertainment  was  unusual  in  the  ab- 
sence of  sensationalism.  Would  the  radio 
audience  listen  to  such  stories?  AVhat 
would  be  the  reaction  of  children  to 
this  kind  of  entertainment  when  they 
could  listen  to  other  more  exciting 
shows?  These  and  many  more  questions 
stood  in  our  way. 

In  contrast  to  the  misgivings  about 
the  success  of  Twilight  Tales  stood  the 
example  of  the  Knudsen  Creamery  Co. 
itself.  One  of  the  identifying  marks  of 
the  company  that  had  become  a  part  of 
the  production  and  sales  arguments  of 
the  firm  for  years  was  the  policy  of  pro- 
ducing only  "The  Very  Best."  Why, 
Continued  on  p.  384 


In  the  far  distant  year  of  1915, 
lean,  lanky  William  Thurston  Pick- 
ering, shown  above,  entered  the  ad- 
vertising agency  business,  became  a 
member  of  the  advertising  depart- 
ment of  Raymond  &  Whitcomb, 
tourist  agency,  Boston,  Mass.  Qiiick 
on  the  pick-up,  he  became  their  ad- 
vertising manager  the  following  year. 
With  occasional  outbursts  into  sell- 
ing and  merchandising,  he  has  been 
in  the  advertising  game  ever  since. 

Modest  in  the  extreme,  he  had  to 
be  convinced  at  the  point  of  a  type- 
writer that  his  life  story  held  any- 
thing of  possible  interest  to  the 
world  at  large. 

While  he  is  a  Harvard  graduate 
and  has  been  president  of  the  Har- 
vard Club  of  Southern  California, 
he  lost  his  Harvard  accent  many 
years  ago.  Adman  Pickering  is  now 
vice-president  of  tlie  Advertising 
Club  of  Los  Angeles. 

An  ardent  sailor,  he  is  a  member 
of  the  U.  S.  Coast  Auxiliary;  also 
plays  a  deplorable  game  of  tennis 
which  he  thoroughly  enjoys.  He  is 
married;  and  this  being  the  age  of 
specialization,  he  specializes  in 
daughters,  of  which  he  has  four. 


DECEMBER,      1941 


383 


Continued  jrom  p.  383 
then,  should  not  the  Knudsen  Creamery 
Co.  become  identified  on  the  air  by  fine 
quality    script    material    and    presenta- 
tion? 

Mr.  Knudsen's  one  idea  in  sponsoring 
this  type  of  program  was  to  present 
wholesome,  beautiful  entertainment  for 
children  in  a  manner  which  would 
please  the  parents  and  interest  the  chil- 
dren. He  had  faith  in  Twilight  Tales, 
and  so  did  we. 

The  program  went  on  the  air  over 
KECA  in  December,  1939,  and  has  been 
running  continuously  ever  since  on  a 
twice-weekly  basis.  We  chose  5:00  P.M. 
as  the  time  for  our  quarter-hour  show, 
Mondays  and  Fridays,  since  a  cross  sec- 
tion of  250  programs  in  all  parts  of  the 
country  revealed  the  fact  that  this  hour 
is  one  of  the  most  popular  weekday 
times  for  broadcasting  children's  pro- 
grams. 

Elinor  Gene,  a  young  actress  who  first 
presented  the  idea  to  our  client,  has 
adapted,  written  and  presented  all  of 
the  scripts.  She  uses  changes  of  voice  to 
suit  the  characters  in  her  stories.  To  fur- 
ther heighten  the  dramatic  effect,  she 
has  especially  written  piano  accompani- 
ments and  orchestrations  in  the  back- 
ground at  strategic  intervals. 

Of  course,  a  good  show  is  not  enough. 
Merchandising  is  an  equally  important 
factor,  and  while  it  has  caused  much 
controversy  on  the  part  of  parents,  it 
remains  the  key  to  successfully  sponsor- 
ed programs.  (In  the  case  of  Twilight 
Tales,  most  of  the  gift  offers  and  con- 
tests are  developed  by  the  advertising 
department  of  our  client.  They  also 
judge  all  entries.) 


There  should  be  certain  types  of  mer- 
chandising for  children's  programs.  First 
and  foremost,  it  must  appeal  to  their 
age  level.  Commercials  should  be  writ- 
ten for  the  child  mind.  They  must  also 
make  good  sense  and  carry  conviction  to 
the  mothers  who  are  listening.  All  too 
frequently  so  much  attention  is  given  to 
the  child  that  the  mother,  who  after  all 
is  the  one  who  actually  makes  the  pur- 
chases, is  entirely  overlooked. 

AVhile  the  field  of  radio  merchandis- 
ing requirements  for  children  is  largely 
confined  to  box  tops,  bottle  caps,  blanks. 


empty  cartons,  letters  and  meetings,  it  is 
up  to  the  individual  sponsor  to  decide 
which  of  these  methods  best  serves  his 
purpose.  However,  it  is  well  to  remem- 
ber that  due  to  their  desire  to  accumu- 
late "things,"  children  usually  like  pre- 
miums best  as  prizes. 

Mothers  seldom  object  to  a  collection 
of  box  tops  and  the  like  that  can  be  ac- 
quired in  the  house.  They  do  object  to 
scavenger  hunts  that  lead  from  trash  can 
to  trash  can  in  search  of  the  elusive  bot- 
tle cap  or  what  have  you.  Therefore,  we 
cLvoid  the  type  of  contest  where  it  is  nec- 
essary for  children  to  pester  the  neigh- 
bors and  make  general  nuisances  of 
themselves.  To  our  way  of  thinking, 
these  methods  do  more  harm  than  good. 

Likewise,  any  gift  offers  made  in  re- 
turn for  carton  tops  are  selected  for  real 
value.  Example:  a  pencil  and  an  Ugly 


384 


RADIO     SHOWMANSH  I  P 


Duckling  writing  tablet.  The  tablet  was 
interspersed  with  especially  drawn  pic- 
tures illustrating  scenes  from  this  famous 
Anderson  story.  The  cover  was  a  colored 
drawing  of  the  Ugly  Duckling  itself.  An- 
other time  a  "home  secretary"  was  offer- 
ed to  children  for  keeping  home  or 
school  notes,  snapshots  and  other  treas- 
ures. 

Nor  have  we  entirely  overlooked  that 
part  of  our  audience  which  consists  of 
mothers.  For  them,  we  frequently  offer 
recipes   (in  folders  or  on  file  cards) . 

This  policy  of  offering  giveaways  not 
only  to  the  children  but  also  to  their 
mothers  has  served  our  client,  the  Knud- 
SEN  Creamery,  well.  It  should  be  equal- 
ly successful  for  other  sponsors. 

Putting  theory  to  practice,  the  results 
from  this  one  show  may  be  summarized 
briefly.  A  one-time  announcement,  for 
example,  of  a  free  recipe  offer  drew  100 
telephone  calls  in  30  minutes.  (More 
would  have  been  taken  if  there  had  been 
the  facilities  for  handling  them.)  That 
is  a  strong  indication  that  we  have  the 


Mill. 


mothers  with  us.  And  the  children?  A 
puzzle  contest  requiring  carton  tops 
drew  2,394  requests  in  four  weeks.  Un- 
solicited letters  of  praise  are  regularly 
received  from  children,  their  parents 
and  educators. 

To  refer  once  again  to  Broadcasting  to 
Youth  of  America,  a  suggestion  is  made 
in  that  pamphlet  with  which  we  heartily 
agree.  The  point  is  made  in  that  study 
that  too  frequently  a  good  program  is 


limited  entirely  to  one  community.  Cer- 
tainly, the  suggestion  that  these  pro- 
grams be  made  available  to  large  audi- 
ences throughout  the  country  is  an  ex- 
cellent idea. 

Quite  by  accident,  we  have  been  able 
to  suit  action  to  word.  During  the  first 
few  months  of  Twilight  Tales,  Elinor 
Gene  told  the  stories  in  person.  As 
months  went  by,  she  found  it  necessary 
to  make  transcriptions,  and  to  date  has 
produced  60  quarter-hour  records  which 
are  now  available  for  sponsorship  else- 
where in  the  country.  Of  course,  these 
are  without  commercial  messages. 

Promotional  activities  are  almost  en- 
tirely restricted  to  contacting  teachers 
and  educational  groups.  Here  again  it 
is  the  Knudsen  Creamery  who  is  largely 
responsible  for  building  up  the  listening 
audience  by  personally  getting  in  touch 
with  these  groups.  Titles  of  forthcoming 
programs  are  sent  to  Parent-Teacher 
groups  and  printed  in  school  bulletins. 
At  the  beginning,  and  on  the  occasion 
of  time  changes,  announcements  have 
been  inserted  on  the  radio  pages  of  the 
local  newspapers.  Point-of-purchase  post- 
ers, icebox  stickers  and  banners  have  also 
been  used  to  announce  the  program. 

Certainly  our  formula  has  not  been  an 
elaborate  one.  It  need  not  be.  Results,  in 
view  of  the  fact  that  the  show  necessarily 
has  a  limited  audience  appeal,  have  been 
very  good.  We  have  not  tried  to  put  a 
dollars  and  cents  value  on  it.  We  have 
remembered  this  fact:  that  advertising 
directed  to  the  child  offers  a  unique  op- 
portunity to  companies  valueing  good 
will  who  are  operating  on  a  long  range 
plan. 


DECEMBER,      1941 


385 


D 


ID  you  know  .  .  . 

that  bread  is  considered  sacred  by 
millions  of  peoples  of  the  world? 

that  temples  in  parts  of  India  are 
built  in  the  shape  of  loaves  of 
bread? 

that  a  few  centuries  ago  in  England 
only  the  Royal  Family  were  permit- 
ted to  eat  fresh  bread,  while  the 
nobility  had  to  wait  until  it  was  a 
day  old;  the  gentry,  two  days; 
scholars  and  friars,  three  days;  and 
peasants  had  to  be  content  with  get- 
ting it  on  the  fourth  day? 

Thousands  of  similarly  interesting 
facts  about  the  products  of  our  industry 
are  unknown  to  many  bakers.  They  were 
unknown  to  me  until  a  few  years  ago 
when  I  spent  several  months  searching 
libraries  and  other  sources  for  this  type 
of  information. 

My  purpose  was  to  obtain  material 
for  my  own  advertising  on  the  radio,  in 
newspapers  and  for  package  inserts.  I 
felt  that  facts  of  this  sort  would  be  of 
real  interest  to  the  public.  Results  since 
have  proved  that  they  are. 

Mine  is  the  largest  retail  bakery  busi- 
ness in  Tacoma,  Wash.  In  fact,  its  vol- 
ume is  almost  as  large  as  some  of  the  big 
wholesale  bakery  plants  in  this  area. 
More  than  anything  else,  I  have  tried  to 
increase  our  bread  sales. 

In  the  average  retail  bakery  the  vol- 
ume of  bread  business  is  generally  only 
10  to  20  percent  of  the  entire  business, 
the  balance  being  cookies,  cakes,  pies, 
coffee-cakes  and  other  things  which  ap- 
peal to  the  American  sweet-tooth.  In  our 


m 


ough  Make 


Bread  Brings  5D%  of  Dur  I 
W.  A.  Macpherson,  Presidei 


business   over   50   percent   of   the   sales 
volume  is  bread. 

Many  bakers  have  asked  me  how  we 
have  attained  such  a  large  volume  of 
bread  business,  particularly  in  view  of 
the  fact  that  only  one  other  bakery  in 
Tacoma  gets  as  high  prices  for  bread  as 
we  do.  I  have  only  one  answer  to  them. 
Quality  is  important,  of  course;  but  the 
real  secret  of  our  success  lies  in  constant, 
daily  radio  advertising  on  the  values  of 
our  breads. 

Competition  in  the  baking  business 
today  is  swiftly  becoming  competition 
in  smart  advertising.  Almost  every  baker 
in  the  country  has  met  up  with  com- 
petitors whose  volume  is  larger  than  his 
even  though  their  products  are  actually 
inferior.  Smart  advertising  is  usually  the 
explanation  for  this  phenomenon. 

Federal  Bakery,  which  I  own  and 
operate,  consists  of  a  chain  of  five  retail 
stores  in  Tacoma.  When  the  first  radio 
station,  KMO,  came  to  Tacoma  15  years 
ago,  I  was  one  of  its  first  customers.  For 
a  quarter-hour  every  day  I  went  on  the 
air  with  Carl  Raymond,  owner  of  the 
station.  Together,  we  discussed  informal- 


386 


RADIO      SHO  WMA  NSH  I  P 


Ifough'  on  Hadio 

ui  |ime  Thanks  to  Radio  Says 
iJi  eral  Bakeries,  Tacoma,  Wash. 


ly  and  extemporaneously"  the  many  in- 
teresting items  that  had  to  do  with  bread 
and  bakery  products.  While  many  inno- 
vations have  been  introduced  into  our 
program  since  then,  we  still  continue  to 
go  on  the  air  every  day  from  12:00  noon 
until  12:15  P.M.  This  program,  which  I 
myself  present,  is  the  oldest  daily  com- 
mercial program  in  Tacoma.  A  recent 
survey  showed  that  it  had  a  29  percent 
listening  audience. 

I  have  been  of  the  opinion  for  a  long 
time  that  bakeries  should  put  more  edu- 
cational and  informational  appeal  into 
their  radio  programs.  I  think  it  sound 
policy  to  give  people  the  necessary  infor- 
mation and  education  that  will  lead 
them  to  respect  and  eat  more  bread. 

And  mark  the  truth  of  this  statement: 
the  more  the  people  in  a  community 
know  about  bread  and  bakery  products, 
the  more  bread  will  be  sold.  Our  radio 
program  is  meant  for  that  purpose. 

It  begins  with  two  or  three  rhymes 
about  Federal  Bakery  products  which 
are  sent  in  by  boys  and  girls  as  a  regular 
contest  feature  of  the  show. 

The  verses  are  followed  by  a  feature 


that  has  been  going  on  for  years.  Every 
day  I  bring  down  to  the  radio  station  a 
dozen  or  two  bakery  products  hot  out  of 
the  oven.  After  opening  the  box  of  dain- 
ties in  front  of  the  "mike,"  I  invite  the 
always  hungry  station  employees  to  de- 
vour the  goodies  right  in  front  of  the 
microphone.  The  audible  "ums  and 
aws"  with  which  it  is  done  does  sell 
bakery  products.  It  makes  people  gen- 
uinely hungry  to  hear  otliers  eating 
products  which  are  described  in  sucii 
glowing  terms. 

At  this  point  we  present  the  high- 
light of  our  program,  the  Toast  to 
Bread.  These  are  a  series  of  five-minute 
talks  which  tell  of  quaint  customs  and 
laws  that  have  grown  up  around  man's 
staff  of  life. 

Following  that,  five  minutes  are  de- 
voted to  the  readings  of  birthdays,  the 
Vitality  Club  section  of  our  program. 
Children  send  in  their  names  and  birth- 
day dates,  and  we  play  special  birthday 
songs  for  them  and  extend  our  greetings. 
There  are  over  8,000  names  in  our  birth- 
day books,  a  figure  which  constitutes 
about  40  percent  of  all  the  boys  and 
girls  in  Tacoma.  Twice  a  week  we  read 
a  list  of  newcomers  to  Tacoma  and  ex- 
tend a  welcome  to  them. 

With  the  skirling  of  the  bagpipes 
(which  introduces  our  program) ,  Ta- 
coma listeners  know  that  Federal 
Bakery  is  on  the  air.  We've  been  on  the 
air  for  a  long  time  now.  We  intend  to 
go  on  using  radio  far  into  the  future. 

air  FAX:  A  series  of  75  Toasts  to  Bread  are  available 
to  other  bakers.  Seventy-five  Toasts  to  Bread  con- 
stitute a  six  months'  program  on  a  three  a  week 
basis,  or  a  three  months'  program  on  a  daily  sched- 
ule. Toasts  are  prepared  as  five-minute  talks,  may  be 
presented  in  themselves  or  as  a  part  of  a  longer  pro- 

Continued  on  p.  388 


DECEMBER,      1941 


387 


Native  son 
of  T  aco  ma, 
Wash.,  is  Wal- 
lace Alexander 
Macpherson. 
Educated  in 
Law  at  Drake 
University,  Des 
Moines,  la.;  at 
the  College  of 
Puget  Sound, 
Tacoma,  and  at 
the  University  of  Washington,  Seat- 
tle, he  preferred  operating  a  bakery 
business  to  tangling  with  legal  prob- 
lems. This,  in  spite  of  the  fact  that 
when  he  took  his  Law  exams  be- 
fore the  Supreme  Court  of  the  State 
of  Washington,  he  passed  the  rigid 
three  days  of  examinations  to  be- 
come the  youngest  lawyer  in  his 
State. 

His  educational  period  was  so 
busy  and  strenuous  that  he  insists 
he  has  been  tired  ever  since;  so 
much  so  that  he  is  barely  able  to 
enjoy  his  annual  game  of  golf. 
When  he  feels  the  lure  of  exercise 
coming  on,  he  either  sits  down 
determinedly  or  goes  to  see  a  basket- 
ball, football  or  baseball  game. 

For  eight  years  he  was  President 
of  the  Washington  State  Bakers'  As- 
sociation, and  for  six  years  he  was 
on  the  Board  of  Directors  of  the 
National  Bakers'  Association. 

His  hobby  is  radio;  his  recreation, 
his  wife  and  four  children;  his  in- 
terests, largely  his  business  and 
bakery  association  affairs.  His  only 
play  time  is  trying  to  beat  at  ping- 
pong  the  college  boys  his  children 
bring  home  to  beat  ''Dad." 


Continued  from  p.  387 

gram.  Sponsors  may  use  these  Toasts  as  many  times 
as  they  wish  for  a  period  of  one  year,  tnay  still  use 
them  in  written  form  after  the  expiration  of  that 
year. 

Merchandising  tie-ins:  Toasts  may  be  printed  on  a 
small  two-page  leaflet  and  passed  out  over  grocery 
and  bakery  counters  as  a  promotion  stunt.  They 
may  be  used  as  a  basis  for  prize  contests  on  Why 
We  Should  Eat  More  of  Blank's  Bakery  Bread. 
They  may  also  be  used  in  school  contests,  as  essays, 
and  as  source  material  for  advertising  and  speeches. 
Inserts,  "handouts,"  direct-by-mail  letters  can  all  be 
built  around  this  series. 


Three  Business 
Interesting  Tra 


THE  Old  Woman  Who  Lived  in  a  Shoe 
has  nothing  on  some  businessmen 
who  find  it  good  practice  to  use  radio 
advertising.  For  bakeries,  dairies,  depart- 
ment stores  and  other  concerns  appeal- 
ing to  all  classes  of  people  regardless  of 
incomes,  there  are  so  many  possibilities 
in  the  field  of  radio  showmanship  that 
sometimes  the  would-be  sponsor  hardly 
knows  what  to  do. 

But  the  story  is  entirely  different  for 
the  radio-minded  life  insurance  com- 
pany, bank,  trust  company,  funeral 
home,  memorial  park,  cemetery,  and 
marble  and  granite  works.  They  are 
faced  with  a  real  scarcity  problem,  a 
scarcity  in  good  radio  ideas. 

Comedy  is  out  for  several  reasons. 
True,  the  appeal  of  comedy  is  far-spread. 


Left  ...  A  pictorial  concept  of  the  three  Marys  at  the 
tomb.  Sadie  Crockett,  Diana  Marsh  and  Victoria  Vola 
of  The  Sunday  Players  are  superimposed  on  a  photo- 
graph  of   the   actual    Calvary   taken   in   the   Holy    Land. 


388 


^ 


Jj:j 


^lJ3jU>itf     jd^^~\l^ 


Reveal  Their  Merchandising  Ideas  That  Helped  This 
Series  Increase  Good  Will  for  Their  Organizations 


tv#^^^'^ 


\\t^ 


SjO^'^' 


w. 


but  popular  appeal  is  not  the  only  con- 
cern of  such  establishments.  Where  pres- 
tige is  a  major  merchandising  factor, 
dignity  must  be  maintained  at  all  costs. 
At  the  same  time,  the  radio  program 
must  lend  itself  to  profitable  merchan- 
dising. 

Sunday  Players,  a  transcribed  series 
that  has  been  used  by  all  kinds  of  spon- 
sors in  many  businesses,  has  been  used 
to  particularly  good  advantage  by  busi- 
ness establishments  where  dignity  is  a 
prime  factor  and  good  will  an  essential. 

The  Sunday  Players  call  their  Bible 
dramas  Immortal  Stories  from  the  Book 
of  Books,  and  they  proceed  in  chrono- 
logical order  through  the  Old  and  New 
Testaments.  Each  Bible  drama  is  of  a 


half-ho^B  (Tlifation. 

Particular  advantage  in  this  series 
from  the  sponsor's  standpoint:  with  a 
total  of  156  transcriptions  available,  the 
program  may  be  used  in  the  same  com- 
munity for  a  period  of  three  years. 

The  experiences  of  three  sponsors  are 
presented  here. 

NASHVILLE,  TENN. 
(Finance) 

In  bank  advertising,  the  type  of  audi- 
ence reached  through  radio  is  an  impor- 
tant factor.  When  the  American  Na- 
tional Bank  decided  to  go  on  the  air 
over  WLAC,  it  wanted  to  reach  people 
who  w^ould  be  the  logical  prospects  for 
the  bank's  services.  For  its  radio  debut, 


Center  .  .  .  Here's  the  cast  of  the  only  permanent- 
ly incorporated  group  engaged  in  producing 
Biblical  drama,  exclusively.  They  call  their  plays 
Immortal     Stories      from      the     Book      of     Books. 


Right  .  .  .  Arthur  Heineman,  as  Joseph  of  Nazareth, 
and  Victoria  Vola,  ^s  Mary,  are  shown  in  the  courtyard 
of  a  Holy  Land  inn.  These  composite  pictures  were 
made    by    Adelbert    Bartlett,    Santa    Monica,    California. 


C.  H.  Wetterau,  vice  president  of  the 
bank,  selected  Sunday  Players. 

"Before  signing  the  contract  for  Sun- 
day Players/'  WTites  Mr.  \Vetterau,  "we 
had  a  special  audition  for  representa- 
tives from  three  religious  groups.  When 
a  Jewish  Rabbi,  a  Catholic  Priest  and  a 
Protestant  Minister  all  endorsed  it,  we 
were  ready  to  start  the  build  up. 

"A  letter  was  mailed  to  all  local  min- 
isters advising  them  of  the  series  to  be 
given  and  inviting  them  to  a  special 
audition.  Lobby  displays  showing  mem- 
bers of  the  cast  in  costume  were  used  in 
the  main  office  of  the  bank  and  in  our 
ten  branches.  A  printed  schedule  of  the 
plays  with  dates,  together  with  the  book 
and  chapter  upon  which  each  drama- 
tization was  based  was  circulated.  Many 
ministers  listed  the  program  in  their 
church  bulletins  and  leaflets.  In  several 
instances,  ministers  used  the 
same  text  for  their  evening 
service  after  it  was  dramatized 
on  the  air  in  the  afternoon. 

"In  addition  to  this  tie-in 
with  the  churches,  we  played 
up  the  program  in  our  month- 
ly statement  enclosures,  and  in 
newspaper  advertisements.  Be- 
fore beginning  the  series,  we  questioned 
the  advisability  of  using  a  commercial 
announcement  with  Biblical  drama  for 
fear  of  being  criticized  for  commercial- 
izing religion.  But  by  keeping  our  com- 
mercials on  a  high  plane,  we  were  com- 
plimented on  the  nature  of  the  commer- 
cials." 


CHATTANOOGA,  TENN. 
(Life  Insurance) 

Back  in  1937  Provident  Life  and  Ac- 
cident Insurance  Co.  was  celebrating 
its  Golden  Jubilee  year.  Sunday  Players 
proved  to  be  one  of  the  most  outstand- 
ing contributions  to  the  celebration,  ac- 
cording to  Bart  Leiper,  advertising  and 
sales  promotion  manager. 

"Promotion  of  this  feature,  calling  for 
a  half-hour  every  Sunday  afternoon,  em- 
braced the  use  of  newspaper  advertising 
space  on  the  Saturday  church  page,  and 
especially  the  personal  appearance  in 
\arious    churches,    Sunday   schools    and 


other  religious  groups  of  a  young  man 
presenting  by  electrical  transcription 
some  previous  program  from  the  series," 
writes  Mr.  Leiper. 

"Calls  for  this  personalized  service 
were  very  numerous.  Practically  every 
church  group  within  a  reasonable  radius 
of  the  city  was  reached  in  the  six 
months'  period  we  used  the  program 
over  WDOD." 


WASHINGTON,  D.  C. 

(Milling) 
(Cemeteries) 
"The  series  was  first  used  in  1938  un- 
der the  sponsorship  of  Washington 
Flour  (Wilkins-Rogers  Milling  Co.)  ," 
-writes  Jim  Hurlbut,  WJSV.  "Six  months 
later,  Cedar  Hill  Cemetery  sponsored 
the  show  for  a  26-week  period. 

"Promotion  tie-in  for  both 
Cedar  Hill  and  Washington 
Flour  was  an  offer  of  private 
playings  to  church  and  civic 
groups.  Requests  poured  in 
from  all  over  the  District  of 
Columbia  and  nearby  Mary- 
land and  Virginia. 

"Announcement  of  the 
sponsor's  name  and  the  private  show- 
ing offer  constituted  the  commercial 
copy.  No  mention  of  prices  or  long- 
winded  selling  harangues  were  included 
in  the  air  copy.  However,  both  Cedar 
Hill  and  Washington  Flour  reported 
marked  sales  increases  attributable  to 
the  program." 

air  FAX:  Two  commercials  written  to  sponsor's  speci- 
fications are  included  with  each  program.  Transcrip- 
tion Co.:  George  Logan  Price,  Inc.,  3902  West  6th 
St.,  Los  Angeles,  Cal.  Promotional  tie-ins:  Souvenir 
gift  booklets;  Baby  Bibles  or  Catholic  Prayer  Books; 
24-page  reprints  of  the  most  popular  plays. 

COMMENT:  Good  will  is  an  important 
factor  in  radio  promotion,  but  merely 
to  be  on  the  air  does  not  accomplish 
what  a  sponsor  has  a  right  to  expect 
from  his  expenditure.  Naturally,  any 
radio  program  to  be  effective  must  ap- 
peal to  the  listening  audience.  The  spe- 
cial advantage  of  Sunday  Players  is  that 
it  is  based  on  stories  that  everyone  more 
or  less  knows,  plus  the  extra  advantage 
of  having  splendid  merchandising  possi- 
bilities for  almost  any  type  of  business. 


390 


RADIO     SHOWMANSHIP 


< 


Xo.  2  in  a  Series  on 

HOW  TO  GET  THE  MOST  FOR  YOUR  RADIO  DOLLAR 


An  Investment  in  Prestige 

By  Tod  Williams 

WHENEVER  a  sponsor  is  urged  to  bear  in  mind  the  prestige  ot  his  radio  ad- 
vertising, he's  apt   to  giunt:    "Deliver  me   from   anv  of  that   lah-de-dah 
stuff!" 

Therefore,  let  us  quickly  dispel  the  idea  that  prestige  and  laJi-de-dah  have 
anything  in  common. 

According  to  Mr.  A\  ebster,  the  words  "admiration."  or  "esteem"  are  syn- 
onyms for  prestige.  Let  us  base  our  thinking  along  that  line  to  start  with. 

And,  for  a  first  example,  let  us  consider  the  Ford  Sunday  Evening  Hour. 
This  is  the  most  prestigeful  program  on  the  airwaves. 

It  has  dignity.  And  because  it  does  have  dignity,  an  abundance  of  listeners 
hold  the  program  in  high  esteem. 

Meanwhile  \\\  J.  Cameron  seldom,  if  ever,  mentions  Ford  products  spe- 
cifically. Yet  e^  ery  time  he  opens  his  mouth  he  sells  Ford  cars. 

There  are  few  sponsors  who  can  afford  to  do  this  kind  of  a  job.  It  takes  a 
long  haul  and  hefty  spending.  I  point  to  it  simply  as  an  illustration  of  one 
method  by  -^diich  an  ad\ertiser  markets  his  product  ^vith  prestige. 

On  the  other  hand  we  have  a  small,  biu  alert  merchant  -^vho  -wants  to  make 
eveiy  advertising  dollar  he  spends  produce  dividends  fast. 

Let's  call  this  man  Joe  Doakes.  He  has  a  small  shop  on  a  side  street.  Joe  is 
proud  of  his  small  jewelry  store.  It  took  him  a  long  time,  working  as  a  clerk,  to 
save  up  enough  money  and  to  establish  sufficient  credit  to  open  the  doors  of  this 
niche. 

Now  Joe  is  in  no  position  to  hire  a  symphony  orchestra  ^vith  Big  Name  con- 
cert-stage artists,  yet  he  can  still  purvey  the  idea  of  prestige  just  as  well  as  Mr. 
Ford. 

In  other  words,  it's  not  how  much  you  spend;  it's  how  you  spend  it! 

If  Joe  buys  a  bundle  of  station-break  announcements,  he  would  do  well  to 
emphasize  in  them  that  he  offers  Personal  Service:  a  de-centralized  location 
away  from  the  distraction  of  the  hurly-biuly  intersection,  and  a  choice  stock 
of  carefully-selected  merchandise.  By  taking  pride  in  his  small  establishment, 
and  by  highlighting  its  good  points,  he  makes  friends. 

On  the  other  hand,  the  moment  that  Joe  starts  screaming  blatently  about 
"cut  prices,  '  diawing  disparaging  price  comparisons,  and  apologizing  about  be- 
ing a^vay  from  the  main  diag,  he  dii\ es  a\vay  potential  big  buyers  because  they'd 
be  wary  of  doing  business  with  a  "cut  thioat  artist." 

I  have  in  mind  a  laige  department  store  that  gobbles  up  chunks  of  radio 
time.  For  months,  all  script  hammered  away  at  invidious  price  comparisons. 

"Look,"  the  store  exulted,  "we  will  sell  you  a  fine,  all-wool  suit  for  SI 6.85.  A 
similar  suit,  anywhere  else  in  town,  would  cost  at  least  S25.00.  And  it's  quite 

DECEMBER,      1941  391 


true  that  this  raucous  price  comparison  drew  a  large  group  of  purely  price  shop- 
pers. 

But,  to  coin  a  phrase,  Came  the  Dawn. 

The  store  actually  made  a  tremendous  purchase  of  really  valuable  fur  coats. 
A  manufacturer,  faced  with  bankruptcy,  dumped  a  lot  of  quality  merchandise 
at  a  loss.  And  the  store  was  quite  willing  to  pass  the  saving  along  to  its  customers. 

Abruptly  the  store  that  had  been  screaming  price  began  to  shout  quality. 

And  what  happened? 

Mrs.  Price  Shopper  took  one  look  at  the  garments  on  the  racks.  They  cost 
far  more  than  she  planned  to  pay  for  a  winter  coat.  So  she  reached  for  another 
rack. 

Mrs.  Quality  Buyer,  who  would  have  paid  any  other  furrier  on  the  avenue 
at  least  25  percent  more  for  the  same  coat,  passed  up  what  was  a  genuine  bar- 
gain because  she  had  been  previously  made  distrustful  by  invidious  price  com- 
parison. 

Which,  to  my  mind,  sets  up  an  inviolate  rule:  If  you  want  to  quote  price  at 
all,  let  your  values  stand  on  their  own  legs! 

Can  you,  in  your  wildest  moment,  imagine  Paramount  Pictures  flashing  a 
trailer  on  the  theatre  screen  declaring  "Dawn's  Rosebud  is  infinitely  superior  to 
MGM's  Orchids  in  the  Mire?"  Can  you  imagine  Packard  paying  for  full-page 
ads,  or  buying  radio  time,  to  declare:  "We're  a  better  buy  than  Cadillac?" 

Certainly  not.  And  yet  that  is  exactly  what  a  radio  advertiser  does  who  draws 
a  stinging  price  comparison. 

I  believe  that  one  of  the  cleverest  station-break  announcements  I  have  ever 
heard  was  produced  by  a  canny  merchant  specializing  in  rock-bottom  prices  in 
an  out-of-the-way  location. 

After  quoting  a  special  value,  he  always  concluded  his  break  with  the  never- 
changing  phrase:  the  world's  largest  individual  retailer  of  work  gloves. 

First  of  all  these  breaks  sold  a  value.  Then  they  established  in  the  listener's 
mind  the  importance  of  the  store. 

I  know  from  first-hand  investigation  that  this  policy  paid  dividends.  More 
than  one  haughty,  bargain-hunting  dowager  was  chauffered  up  to  this  establish- 
ment to  buy  largely  of  tempting  bargains.  These  women  had  no  hesitancy  doing 
business  with  this  merchant  because  he  had  firmly  planted  an  idea  that  he  was 
Big  Time  with  his  phrase,  the  world's  largest  individual  retailer  of  work  gloves. 

Another  retailer  told  me  that  he  considered  his  slogan:  "The  Workingman's 
Furniture  Store  worth  $50,000  to  him.  "Aren't  we  all  workingmen?"  he  asked 
seriously.  The  banker,  the  baker  and  the  high-powered  salesmen  are  all  just  as 
much  workingmen  as  pick-swinging  Bill  Jones. 

Next,  in  bringing  prestige  to  radio  advertising  of  any  kind  is  the  matter  of 
brevity.  Verbosity  is  its  greatest  enemy. 

Keep  your  message  short.  Be  ruthless  with  a  blue-pencil  when  going  over  a 
copywriter's  exclamations.  Bear  in  mind  that  script  writers  are  paid  to  turn  out 
words.  So  they  grind  them  out. 

But  it's  the  shrewd  advertiser  who  salvages  the  best  for  the  listener.  Such  a 
policy,  in  a  very  short  time,  will  enhance  the  reputation  of  your  firm  and  its 
products. 

To  sum  it  up:  Communicate  to  the  potential  customer  your  pride  in  your 
establishment  and  its  merchandise  in  the  fewest  possible  words. 
By  so  doing  you  invest  your  money;  not  spend  it! 

392  RADIOSHOWMANSHIP 


AIRING 
THE  NEW 


All  the  available  data  on  new  radio  programs.  No 
result    figures,    as    yet,    but    worth    reading    about! 


Department  Stores 

WORKER  OF  THE  DAY  Today,  Amer- 
ica is  more  aware  of  the  part  Labor  is 
playing  in  the  welfare  of  the  nation  than 
at  any  other  time  in  its  history.  Posters 
paying  graphic  tribute  to  this  fact  sprout 
overnight  on  billboards,  in  show  win- 
dows and  on  handbills.  Radio,  too,  is 
playing  its  part  in  conveying  this  mes- 
sage across  the  breadth  and  length  of  the 
country. 

Dramatic  tribute  to  the  American 
worker,  "in  whose  hand  and  heart  lies 
the  future  of  these,  our  United  States," 
is  paid  in  a  15-minute  air  show  sponsor- 
ed by  John  Shillito  Co.,  Cincinnati's 
largest  and  oldest  department  store.  Sig- 
nificance of  the  America  of  today,  with 
the  emphasis  on  defense  activities,  is 
dramatized  in  this  weekly  feature. 

Participating  indirectly  are  Cincinnati 
firms  connected  with  the  national  de- 
fense effort.  Each  week  officials  and  per- 
sonnel of  one  of  these  firms  select  the 
typical  Worker  of  the  Day  to  be  honor- 
ed on  the  broadcast. 

Basic  format:  highlights  of  the  select- 
ed industrial  concern's  history  and  prod- 
ucts, plus  an  interview  with  the  Worker 
of  the  Day.  Climax  is  the  presentation 
of  the  Chamber  of  Commerce-Shillito 
citation  for  meritorious  service  to  the 
featured  worker. 

Show  uses  two  male  voices  and  a  female 
voice,  The  Voice  of  Shillito's,  who  in- 
terviews the  employee.  Scripts  prepared 
a  week  in  advance  describe  the  worker, 
his  firm,  his  job  and  his  own  personal 


idiosyncrasies. 

Street  car  and  bus  car  cards  promotion 
is  being  used,  as  well  as  direct  mail, 
window  displays,  and  an  illuminated 
billboard.  Movie  trailers  are  also  ex- 
hibited through  22  neighborhood  thea- 
tres. Radio  promotion:  regular  plug- 
program  announcements.  To  herald  the 
start  of  the  series,  the  station  arranged 
a  half-hour  quiz  show  using  the  client's 
own  employees  as  contestants. 

AIR  FAX:  The  show  is  a  dramatic  tribute  to  some  out- 
standing employee  in  one  of  Cincinnati's  largest  busi- 
ness  houses. 

First  Broadcast:   September  4,    1941. 
Broadcast  Schedule:    7:30-7:45    P.M.,   Thursdays. 
Preceded  By:   Mr.  Keen,  Tracer  of  Lost  Persons. 
Followed  By:    News   Room   of   the  Air. 
Sponsor:   John  Shillito  Co. 
Station:   WSAI,   Cincinnati,  O. 
Power:  5,000  watts. 
Population:   685,945. 

COMMENT:  Good  institutional  promo- 
tion, especially  for  companies  interested 
in  labor  good  will,  is  a  show  of  this 
kind.  Participating  industries  give  Shil- 
lito's intensive  publicity  in  the  form  of 
posters  in  their  plants  plugging  the 
broadcasts;  pay-envelope  stuffers,  and 
house  organ  write-ups.  Not  only  is  this 
valuable  promotion,  but  it  is  the  kind  of 
personal  promotion  that  radio  can  best 
make  fully  successful. 

Home  Furnisliings 

UNCLE  BOB'S  BIBLE  STORIES  Super- 
man, and  other  adventure  series  are  the 
week-day  diet  of  thrill-seeking  youngsters 
throughout  the  United  States.  Sundays 
are  different.  On  that  day,  freshly  scrub- 
bed moppets  don  clean  bibs  and  tuck- 
ers; with  pennies  clutched  in  stubby 
fingers,  they  march  off  to  Sunday  School. 
There,  they  listen  to  Bible  stories  which 
constitute  the  most  beautiful  of  all 
literature  in  the  English  language. 

Little  Rock,  Ark.,  children  needn't 
wait  until  they  get  to  Sunday  School  to 
hear  these  centuries-old  stories.  Sponsor- 
ed by  the  Routh  Furniture  Co.,  Uncle 
Bob's  Bible  Stories  are  presented  each 
Sunday  morning  over  KARK  at  9:15 
A.M.  The  program  is  written  and  han- 
dled entirely  by  Bob  Buice,  KARK  staff 
announcer. 


DECEMBER,      1941 


393 


Scripts  have  only  a  brief  opening  and 
closing  commercial,  both  purely  institu- 
tional in  content.  Only  once  is  the  name 
of  the  RouTH  Furniture  Co.  mention- 
ed. At  all  other  times,  story-teller  Buice 
says  that  the  program  is  presented 
through  the  courtesy  of  Mr.  and  Mrs. 
Will  Routh  and  their  personnel. 


AIR    FAX:    Program    is    based    on    Hulbert's    Stories    of 
the  Bible. 

First   Broadcast:    August   3,    1941. 

Broadcast  Schedule:  Sunday,  9:15-9:30  A.M.    (CST). 
Preceded  By:  Hymns  You  Love. 
Followed  By:  NBC  Sustaining. 
Sponsor:    Routh   Furniture   Co. 
Station:   KARK,  Little  Rock,   Ark. 
Power:   5,000  watts. 
Population:    110,000. 

COMMENT:  Although  any 
attempt  at  direct-selling 
would  undoubtedly  create 
audience  antagonism,  there 
are  definite  possibilities 
here  for  a  sponsor  who 
wishes  to  build  good  will. 
However,  farsighted  spon- 
sors will  give  more  than  a 
passing  nod  to  this  type  of 
advertising.  If  institutional 
promotion  is  soundly  developed,  sales 
take  care  of  themselves  to  a  large  degree. 
Letters  to  Sunday  School  superintend- 
ents and  to  Parent-Teacher  Association 
groups  are  an  excellent  way  of  building 
up  a  large  listener  group.  While  care 
must  be  taken  not  to  offend  any  one  re- 
ligious sect,  a  show  of  this  kind  can  at- 
tract all  ages,  and  all  creeds. 


Schools 

HOW  TO  GET  AHEAD  Go  West,  young 
man,  go  West!  That  was  Horace  Gree- 
ley's advice  to  ambitious  young  men  of 
the  eighties  anxious  to  get  ahead  in  the 
world.  Today's  horizon  is  more  limited. 
Home-town  boys  must  turn  to  other 
paths  to  make  good  and  achieve  fame. 

For  them  a  new  weekly  program  is  be- 
ing aired  over  WCAU,  Philadelphia,  Pa., 
by  the  International  Correspondence 
Schools.  How  to  Get  Ahead  is  a  new 
series  of  educational  programs  designed 
to  help  American  workers  solve  their 
problems,  and  climb  the  ladder  of  suc- 
cess. The  emcee:  Dale  Carnegie,  author, 


educator,  and  master  of  the  subtle  art  of 
winning  friends  and  influencing  people! 
Listeners  are  taken  into  some  of  Amer- 
ica's largest  industrial  plants.  Personal 
interviews  reveal  the  interesting  success 
stories  of  men  who  have  forged  ahead  in 
a  highly  competitive  world.  First  com- 
pany story  to  be  dramatized  by  expert- 
on-human-relations  Carnegie  was  the 
giant  Wright  Aeronautical  plant,  Pat- 
erson,  N.  J.  Stories  told  by  a  tool  maker, 
a  production  engineer,  and  the  Director 
of  Training  brought  home 
to  listeners  the  new  re- 
quirements of  present-day 
labor. 

Other  firm-stories  drama- 
tized include  Colgate- 
Palmolive-Peet  Co.,  Ana- 
conda Copper  Co.,  Radio 
Corporation  of  America, 
New  York  Central  Rail- 
road, VicK  Chemical  Co., 
United  States  Navy  Yard 
and  Mutual  Life  Insur- 
ance Co. 

The  show  got  off  to  a 
good  start  with  a  tie-in 
newspaper  advertisement  on  the  day  of 
the  broadcast.  Other  promotions:  mail- 
ing cards  to  all  I.C.S.  students  in  the 
area;  mailing  cards  and  announcements 
to  all  I.C.S.  representatives;  special  in- 
troductory advertising  and  sales  confer- 
ences, and  employee  bulletin  board 
cards  for  industries  in  the  area. 

air  FAX:  Irrespective  of  any  I.C.S.  training  experi- 
ence, on-the-job  interviews  are  conducted  with  typical 
workers  in  this  series  of  13  weekly  half -hour  pro- 
grams. Not  resorted  to:  actors  or  artificial  dramatiza- 
tions. 

First    Broadcast:    September    18,    1941. 
Broadcast      Schedule:      Thursday,      7:30-8:00      P.M. 
(EDST). 

Preceded  By:  Lanny  Ross. 
Followed  By:   Death  Valley  Days. 
Sponsor:   International   Correspondence  Schools. 
Station:   WCAU,   Philadelphia,   Pa. 
Power:    50,000   watts. 
Population:   2,081,602. 
Agency:  N.  W.  Ayer  8C  Son. 

COMMENT:  Problem  for  schools  is  to 
dramatize  the  services  they  offer.  With 
a  good  announcer  and  real  showman- 
ship it  can  be  done.  Not  limited  to 
schools,  however,  is  a  program  of  this 
kind.  Workers  in  participating  indus- 
tries constitute  a  tremendous  listening 
audience  important  to  many  different 
types  of  radio  sponsors. 


394 


RADIO     S  HOWM  AN  SHIP 


SHOWMANSHIP 
IN  ACTION 


Those   extra   promotions   and    merchandising   stunts 
that  lift  a  program  out  of  the  ordinary. 


Dairy  Products 

BIRTHDAY  BOX  AV^hat  is  more  impor- 
tant to  the  great  majority  of  people  than 
birthdays  and  such  special  events  as 
wedding  anniversaries?  Governments 
may  fall  and  wars  may  be  declared  but 
the  homey  things  still  make  deep  im- 
pressions. Putting  this  fact  to  good  use 
is  Benjamin  R.  Center,  advertising 
manager  for  the  Greenfield  Dairy  Co., 
Greenfield,  Mass. 

Birthday  greetings  and  wedding  an- 
niversary congratulations  are  extended 
in  this  daily  feature  heard  over  WHAI. 
Names  of  the  persons  to  be  congratu- 
lated, their  ages,  addresses,  whom  the 
greetings  are  from,  and  personal  touch- 
es that  are  sometimes  included  in  the 
letters  listeners  send  in,  are  read  by  the 
announcer. 

To  the  youngest  and  oldest  recipients 
of  greetings  go  cards  that  entitle  them 
to  free  pints  of  ice  cream  when  present- 
ed to  their  dealer.  People  having  first, 
fifth,  twenty-fifth  and  fiftieth  wedding 
anniversaries  also  get  free  cartons  of  ice 
cream.  Average  mail  pull  per  month: 
750  cards  and  letters. 

Showmanstunt:  Sponsor  Greenfield 
Dairy  Co.  installed  window  displays  at 
each  of  his  dealers.  Included  were  the 
usual  ice  cream  display  dishes,  plus  mail 
received  from  Birthday  Box  listeners  and 
a  card  telling  about  the  program. 

While  the  sponsor's  business  is  dairy 
products,  commercials  on  the  program 
have  featured  Snow's  Ice  Cream,  a 
Greenfield  Dairy  Co.  product. 


AIR   FAX:    Birthday   greetings   are   sung   to   the   tune   of 
For  He's  A   Jolly  Good  Fellow. 
First   Broadcast:    March    18,    1940. 

Broadcast      Schedule:      Monday      through      Saturday, 
12:35-12:45    P.M.    (EST). 
Preceded   by:    Stock   Quotations. 
Followed   by:    Noonday    Review. 
Sponsor:   Greenfield   Dairy  Co. 
Station:  WHAI,  Greenfield,  Mass. 
Power:    250    watts. 
Population:    25,583. 

COMMENT:  While  dairy  concerns 
throughout  the  country  favor  children's 
audiences  as  a  means  of  promoting  their 
merchandise,  here  is  a  show  that  has  no 
age  restrictions.  Neither  does  the  prod- 
uct that  is  mainly  featured  on  the  pro- 
gram, to-wit,  ice  creauL  Wise,  too,  is  the 
sponsor  in  plugging  one  item. 


Department  Stores 

YOUNG  AMERICA  SINGS  Once  each 
week  in  Memphis,  Tenn.,  talented  mid- 
south  boys  and  girls  between  the  ages  of 
8  and  15  dress  up  in  patriotic  red,  white 
and  blue  uniforms  to  step  out  on  WMC's 
auditorium  stage.  Every  Saturday  after- 
noon at  1:00  P.M.,  Young  America  Sings. 

Applauding  the  results  is  M.  J.  Vosse, 
advertising  manager  of  the  Memphis  re- 
tail store  of  Sears,  Roebuck  k  Co.  Each 
week  customers  request  1,000  Annie  Oak- 
ley's from  Sears'  clerks.  Approximately 
44,000  people  have  seen  the  program 
since  its  first  broadcast.  Now  nearing  its 
third  year  for  the  sponsor,  the  program 
is  still  going  strong.  Admission  is  free 
but  by  ticket  only. 

At  least  six  moppets  step  out  in  solo 
parts  at  each  broadcast.  Auditions  are 
held  weekly,  and  a  dress  rehearsal  pre- 
cedes the  broadcast.  Guiding  hand  and 
musical  director  is  "Uncle  John"  Cleg- 
horn,  WMC's  program  director. 

As  compensation  for  participating  in 
a  sponsored  program,  the  chorus  is  paid 
a  weekly  sum  which  goes  into  its  own 
treasury.  Money  is  used  to  provide  mem- 
bers of  the  chorus  with  picnics,  swims, 
movies  and  other  kinds  of  entertain- 
ment almost  every  Saturday. 

air  FAX:  Program  consists  of  four  choral  numbers, 
each  featuring  a  soloist.  Frequently  a  trio,  plus 
three  soloists  are  headlined.  Best  in  show  get  solo 
parts.    Music    ranges    from    semi-classics    to   swing   hits. 


DECEMBER,      1941 


395 


First  Broadcast:    January   27,    1939. 

Broadcast  Schedule:   Saturday,    1:00-1:30  P.M. 

Preceded  by:    Man  on  the   Farm. 

Followed  by:   Football. 

Competition:    WMPS,    News;    WREC,    CBS    Musical 

Sustaining. 

Sponsor:   Sears,   Roebuck    SC  Co.,   retail   store. 

Station:   WMC,    Memphis,   Tcnn. 

Power:   5,000  watts. 

Population:    260,049. 

COMMENT:  There's  true  community 
pride  in  the  success  of  a  radio  program 
as  pretentious  as  this.  It  reflects  favor- 
ably on  its  sponsor,  Sears,  Roebuck  & 
Co.  (For  pix,  see  Showmanscoops,  p. 
401.) 


Groceries 

INQUIRING  MIKE  When  Farmer  Joe 
comes  to  town  for  his  weekly  supply  of 
grocery  staples,  high  on  his  list  of  "must" 
items  is  an  order  for  flour. 

Quick  to  capitalize  on  this  fact  was 
Ralph  Potter,  manager  of  the  James- 
town, N.  D.,  Red  Owl  Super  Market. 
Contestants  on  Red  Owl's  man-in-the- 
street  quiz  show  heard  over  KRMC  cur- 
rently have  a  chance  to  keep  doubling 
Dakota  Maid  Flour  awards  for  succes- 
sive correct  answers.  Questions  are  select- 
ed by  a  spinning  wheel. 

Quiztestants  may  stop  at  any  time, 
win  a  241/^,  49  or  98  pound  bag  of  flour. 
An  incorrect  answer  loses  everything  for 
contestant. 

Commercials  are  adlibbed  by  store 
manager  Potter.  Farmers  and  rival  gro- 
cers listen  intently  for  ^g'g  prices,  etc. 

AIR    FAX:     By    occasionally    changing    the    manner    of 
the   give-away,   rural    interest   in   the  program   is   main- 
tained even  during  the  busy  harvest  season. 
First   Broadcast:    October,    1939. 

Broadcast     Schedule:     Monday,     Wednesday,     Friday, 
12-45-12:55    P.M. 
Preceded   by:    News. 
Followed  by:   Market  Quotations. 
Sponsor:    Red   Owl   Super   Market. 
Station:   KRMC,   Jamestown,   N.   D. 
Power:    250    watts. 
Population:   8,864. 

COMMENT:  In  this  community,  where 
the  market  is  85%  rural,  the  sponsor  has 
wisely  styled  this  popular  "double-up" 
(juiz  contest  to  the  farmer's  taste. 


Men's  Wear 

QUESTION  WHEEL  Service  men  peg- 
ging it  down  roads  around  Oakland, 
Cal.,  don't  have  to  thumb  lifts  from 
passing  cars.  Motorists  with  room  for  an- 
other passenger  do  their  part  for  nation- 
al defense  in  two  ways.  First,  they  paste 
this  sticker  on  their  windshields: 

Climb  in,  Buddy.  You  Defend  the 

U.  S.  A. 
Here's  a  Lift  Along  the  Way! 

Secondly,  they  suit  action  to  word. 

Stickers  are  given  away  to  interviewees 
on  Money-Back  Smith's  Question  Wheel 
program  broadcast  daily  over  KROW. 
They  may  also  be  obtained  at  the  store. 
AVhile  no  special  promotional  pressure 
was  put  behind  the  offer,  several  thou- 
sands were  distributed  in  a  two- week 
period. 

Not  wishing  to  do  anything  that  might 
be  considered  in  bad  taste,  Monev-Back 
Smith  does  not  use  its  name  on  the 
sticker.  Sponsor  reasons  that  those  who 
obtain  these  six  by  three  inches  long 
stickers  printed  in  red  and  blue  on  white 
know  where  they  got  them. 

air  FAX:  Show  is  an  informal  quiz  program  aired 
five  times  a  week  in  front  of  the  main  entrance  of 
the    sponsor's    store. 

Date  of  First  Broadcast:   April  28,   1940. 
Broadcast   Schedule:    Daily,    Monday    through   Friday, 
11:00-11:15  A.M. 
Preceded  by:    Sustaining. 

Followed     by:     Theatre     Ballroom,     variety     musical 
show. 

Sponsor:    Money-Back   Smith,   men's   clothier. 
Station:   KROW,  Oakland,   Cal. 
Power:    5,000    watts. 
Population:   432,898. 
Agency:  Sidney  Garfinkel,  San  Francisco. 

COMMENT:  Merchants  anxious  to  climb 
aboard  the  advertising  band-wagon,  and 
develop  a  twist  to  their  radio  shows 
which  ties  in  with  national  defense  will 
find  the  sticker  idea  a  good  one.  It  is 
inexpensive,  yet  still  gives  a  program 
that  extra  promotion  that  is  worth 
while.  Certainly  as  a  good  will  builder 
it  merits  attention.  (Question  Wheel  re- 
viewed, Sept.,  1941,  p.  33.) 


396 


RADIO      SHOWM  ANSH  I  P 


SPECIAL    PROMOTION 

Short   radio   promotions    that   run    but   a   day,   a   week,    or   a 
month   yet   leave  an   impression   that    lasts    the   year  around. 


Automobiles 

TRAFFIC  RACE  For  greater  convenience 
in  dodging  congested  downtown  traffic, 
get  a  horse!  It's  faster. 

That  was  the  conclusion  drawn  as  a 
result  of  a  race  between  an  automobile 
and  a  horse  and  buggy.  The  race  around 
the  busiest  block  in  downtown  Sioux 
City,  la.,  was  staged  at 
5:00  P.M.  when  traffic 
was  at  its  dizziest. 

Five  times  around  the 
block  raced  King  Pilot, 
five-gaited  thoroughbred 
horse,  his  hoofs  flying. 
In  and  out  of  traffic 
wound  his  competitor,  a 
spanking-new  Stude- 
BAKER  automobile. 

Cheering  on  the  competitors  was  an 
audience  of  several  thousands  of  pedes- 
trians. Pandemonium  broke  loose  when 
at  the  halfway  mark  the  horse  w^as  in  the 
lead.  On  the  last  lap,  in  the  fifth  block, 
the  car  caught  up  with  the  horse  for  the 
first  time,  but  it  was  King  Pilot  who 
broke  the  tape  at  the  finish.  Time:  three 
minutes,  35  seconds. 

Radio  station  KSCJ,  Sioux  City,  la., 
and  the  K.  A.  Murray  Motor  Co.  spon- 
sored the  special  event.  At  the  wheel  of 
the  car:  Mrs.  Julia  Matteson,  secretary 
of  the  Sioux  City  Automobile  Club. 
On  the  seat  of  the  four-wheel  showbike, 
behind  King  Pilot,  was  Orville  (Porky) 
Port,  expert  horse  handler. 

Charles  Sebastian,  KSCJ  announcer, 
described  the  race  for  radio  listeners  via 
a  shortwave  portable  transmitter  broad- 


cast from  an  aiuomobile  w 
the  contestants. 


ich  trailed 


AIR   FAX:    Gene   Milner,    KSCJ    sportscaster,    broadcast 
the  start  and  the  finish  of  the  event. 
Broadcast   Schedule:    5:00-5:04   P.M. 
Sponsor:  K.  A.  Murray  Motor  Company. 
Station:  KSCJ,  Sioux  City,  la. 
Power:   5,000  watts    (day). 
Population:    83,110. 

COMMENT:  Sure-fire  formula  for  a  suc- 
cessful radio  program  is 
one  that  involves  show- 
manship. For  just  that, 
here  is  a  special  event 
that  abounds  in  it!  (See 
What  the  Program  Did 
for  Me,  p.  402  for  letter 
from  K.  A.  Murray, 
president  of  the  Mur- 
ray Motor  Co.) 

Finance 

TOUCHDOWN  PARADE  It's  3  to  0  in 
the  fourth  quarter!  The  ball  is  in  the 
center  of  the  field  on  the  Blue's  20-yard 
line!  Reds  have  the  ball!  What  would 
you  do  at  this  crucial  moment  in  a  foot- 
ball game? 

Tuners-in  on  the  WTMJ  Touch- 
down Parade  are  given  10  seconds  to 
call  the  signal  on  the  play. 

The  announcer  describes  a  situation 
exactly  as  it  occurred  in  some  famous 
pigskin  classic  of  the  past.  Score,  period 
and  the  previous  few  plays  leading  into 
a  crucial  selection  of  plays  by  the  quar- 
terback are  given.  Three  different  plays 
are  mentioned  as  possibilities  in  this 
mental  signal  calling.  With  Russ  Winnie 
holding   the   stop-watch,   radio   quarter- 


DECEMBER,      1941 


397 


backs  are  told  at  the  end  o£  10  seconds 
which  play  was  used. 

In  addition  to  the  Play  Quarterback 
portion  of  the  show,  the  program  (aired 
for  rhe  First  Wisconsin  National 
Bank)  consists  of  (1)  transcribed  col- 
lege songs  and  (2)  a  three  to  five  min- 
ute transcribed  re-creation  of  an  excit- 
ing incident  from  a  football  game  of  the 
past.  Example:  when  the  Green  Bay 
Packers  play  the  Chicago  Bears,  referee 
Winnie  (who  has  been  broadcasting 
football  for  10  years)  digs  back  in  his 
memories  for  a  thrilling  moment  from  a 
previous  game  played  by  the  two  teams. 

Promotion:  Posters  and  window  cards 
in  the  banks  of  the  First  Wisconsin 
National  Bank  chain. 


air  FAX:  Program  immediately  precedes  the  play-by- 
play broadcast  of  the  football  games  of  the  Green 
Bay  Packers  in  the  national  professional  league.  At 
the  time  of  the  actual  broadcast,  sports  announcer 
Winnie  is  already  in  his  broadcast  booth  at  the 
gridiron. 

First  Broadcast:  September  7,   1941. 

Broadcast    Schedule:    Sunday,    September    7    through 

November  30,    1:45-2:00  P.M. 

Preceded  By:   Sunday  Salon,  Local  Musical  Program. 

Followed  By:  Football,  Green  Bay  Packers. 

Sponsor:    First  Wisconsin   National   Bank. 

Station:   WTMJ,   Milwaukee,   Wis. 

Power:   5,000  watts. 

Population:   680,434. 

Agency:   Scott-Telander. 

COMMENT:  It's  a  little  late  in  the  sea- 
son to  talk  of  football  broadcasts,  but 
this  WTMJ  idea  is  hard  to  beat.  File  it 
away  for  future  reference.  Sport  shows 
as  good  as  this  don't  come  along  very 
often.  Because  listener  attention  is  at  its 
sharpest,  most  impressionable  state  just 
before  a  big  game,  here  is  an  excellent 
way  to  entertain  the  sports  fans  and  pro- 
mote your  own  business  at  one  and  the 
same  time. 


PROOF  0' THE 
PUDDING 


Results  from  radio  programs,  based 
on  sales,  mails,  surveys,  long  runs, 
the  growth  of  the  business  itself. 


Beverages 

THIS  WILL  HAPPEN  When  the  Hamm 
Brewing  Co.  account  came  up  for  re- 
newal on  September  1,  no  one  knew 
what  would  happen.  A  telephone  sur- 
vey made  from  6:00-6:30  P.M.,  in  which 
512  completed  calls  were  made  in  a  one- 
week  period  divulged  the  answer.  Of  the 
32.4  per  cent  of  the  sets  in  use  in  the 
territory  at  that  time,  70.5  per  cent  were 
listening  to  KSOO,  Sioux  Falls,  S.  D. 
Because  that  was  the  time  on  which  This 
Will  Happen  was  heard,  sponsor  renew- 
ed for  another  six  months.  (Since  the 
KSOO  sign-off  is  at  sunset,  the  program 
is  now  heard  at  12:30  P.M.) 

Same  show  with  the  same  sponsor  is 
also  heard  over  WD  AY,  Fargo,  N.  D. 
First  broadcast  was  aired  March  3.  Re- 
sult: sponsor  has  just  renewed  for  a 
series  of  156  broadcasts. 

AIR  FAX:  Hill  Sanders  came  to  the  airlanes  last  March 
in  a  radio  show  entitled  This  Will  Happen.  From 
that  date  to  August  9,  he  made  138  predictions.  Ex- 
amples: more  rigid  price  control,  a  super-co-ordinator 
for  defense  program,  U.  S.  limit  of  railroad  service. 
Of  these  predictions,  53  have  come  true.  Percentage: 
38.4.  The  part  of  Hill  Sanders  over  KSOO  is  taken 
by  announcer  Russell  Van  Dyke.  This  5-minute 
script  show  is  available  for  local  sponsorship,  has 
been  aired  over  eight  stations  with  remarkable  re- 
sults. 

First  Broadcast:  June  2,   1941. 

Broadcast    Schedule:    Daily,    Monday    through    Satur- 
day,   12:30-12:35   P.M. 
Preceded  By:  Y-B  Sports  Review. 
Followed  By:   Local  participating  show. 
Sponsor:   Hamm  Brewing  Co. 
Station:   KSOO,  Sioux  Falls,  S.  D. 
Power:    5,000   watts. 
Population:    33,644. 
Agency:    Mitchell-Faust,   Chicago,   III. 

COMMENT:  There  is,  of  course,  great 
interest  in  news  at  present,  but  in  these 
uncertain  times  almost  everyone  is  con- 
cerned with  future  happenings.  Right  or 
wrong,  they  make  interesting  listening. 


398 


RADIO     SHOWMANSH  IP 


Groceries 

MODERN  HOME  FORUM  A  woman's 
work  is  ne\'er  done!  Every  day  of  the 
week  the  housewife  is  confronted  with 
new  problems.  And  for  six  days  a  week, 
Modern  Home  Forum,  conducted  by 
Jane  Weston  over  WO  WO,  Fort  Wayne, 
Ind.,  helps  the  homemaker  solve  these 
problems. 

Since  January  1,  listeners  have  sent  in 
12,000  letters,  exclusive  of  those  obtain- 
ed through  special  offers  by  sponsors  of 
this  participating  show.  Hook:  Jane 
^Veston's  talks  are  reproduced  in  leaflet 
form  and  are  offered  daily  on  her  broad- 
casts. For  the  sponsor:  an  additional 
plug  for  his  product. 

Listeners  are  invited  to  visit  the  broad- 
cast and  afterwards  tour  the  studio. 
Since  the  program's  start,  10,000  women 
have  R.S.V.P.'d,  accepted  with  pleasure. 
Over  300  women's  clubs,  church  groups, 
sewing  circles  and  study  groups  have 
personally  visited  the  Modern  Home 
Forum  in  the  last  four  years. 

Three  groups  are  entertained  each 
week.  Hostess  Jane  Weston  serves  re- 
freshments in  the  Westinghouse  model 
kitchens.  Chief  topics  of  discussion: 
Jane's  cooking,  and  the  products  she  ad- 
vertises. 


AIR    FAX:     Modern    Home    Forum    is    a    participating 
show  broadcast  six  days  a  week. 

First   Broadcast:    May    1,    1937. 

Broadcast  Schedule:  Monday  through  Saturday,  9:45- 
10:15   A.M. 

Preceded  By:  Monday  through  Friday,  Clark  Dennis 
(NBC);   Saturday,   Four  Polka  Dots    (NBC). 

Followed  By:  Monday  through  Thursday,  Viennese 
Ensembles;  Friday,  Minor  Problems;  Saturday,  U.  S. 
Recruiting  Office    (NBC). 

Sponsors:  Little  Crow  Milling  Co.  (Coco-Wheats)  ; 
Neverub  Furniture  Polish;  No  Rub  Floor  Polish;  Lit- 
tle Elf  Products,   Quaker  Oats,   etc. 

Station:   WOWO,    Fort  Wayne,   Ind. 

Power:   50,000  watts. 

Population:    117,246. 


COMMENT:  Look  before  you  leap  is  the 
attitude  of  many  a  businessman  new  to 
radio.  For  such  a  person,  a  participating 
show  is  a  good  introduction  to  radio  pro- 
motion. When  such  a  program  has  an 
already    well-developed    listening    audi- 


ence, sales  messages  can  be  put  across 
at  a  minimum  of  expense.  (For  pix,  sec 
Showmanscoops,  p.  401.) 

Manufacturers 

HOME  FOR  PETS  Gone  to  the  dogs:  500 
pounds  of  Mi(;hton  dog  food  in  an 
eight-hour  period!  Old  Mother  Hub- 
bard would  have  had  a  field  day  when 
WCLE's  mobile  studio  went  on  a  cruise 
around  the  streets  of  Cleveland,  O.  Ob- 
ject was  to  feed  every  dog  encountered, 
stray  or  otherwise. 

Free  doggie  dinners  were  the  extra 
promotion  used  on  a  weekly  Home  for 
Pets  sponsored  by  Mighton's,  nationally 
distributed  manufacturers  of  dog  food. 
Listeners  who  wanted  pets  or  who  want- 
er  to  dispose  of  pets  were  invited  to  tele- 
phone the  studio.  Calls  averaged  200  per 
broadcast.  During  a  26-week  campaign, 
new  homes  were  found  for  some  2,000 
dogs,  as  well  as  for  many  cats  and  birds. 
Even  a  raccoon  changed  owners. 

Middleman's  reward:  Metropolitan 
Cleveland  sales  of  the  various  brands  of 
dog  food  manufactured  by  Mighton's 
increased  in  some  districts  as  much  as 
30  percent. 

Promotion:  In  addition  to  the  tour  of 
the  city  by  the  WCLE  mobile  studio, 
letters  were  sent  to  pet  shops  and  veter- 
inarians. Displays  of  the  product  were 
also  set  up  in  prominent  places  in  Cleve- 
land's midtown. 


AIR    FAX:    Good    Samaritan    to    the    canine    world    was 
Mary    Ellen    Keller,    who    aired    the    weekly    plea    for 
homes     for    dogs    and     other    animals    whose    owners 
no  longer  wanted  them. 
First   Broadcast:    May    5,    1941. 
Broadcast  Schedule:    Friday,   6:30-6:45    P.M. 
Preceded  By:   The   Lone   Ranger. 
Followed  By:   Local   musical   program. 
Sponsor:    Mighton,    manufacturers    of   dog   food,    Bed- 
ford,  O. 

Station:    WCLE,    Cleveland,   O. 
Power:   500  watts. 
Population:    1,111,449. 

COMMENT:  AVhen  the  right  sponsor 
picks  the  right  show,  the  battle  is  half 
won.  A  30  percent  sales  increase  speaks 
for  itself.  (For  pix,  see  Showmanscoops, 
p.  400.) 


DECEMBER,      1941 


399 


^ 


SHOWMANSCOOPS 

RADIO   SHOWMANSHIP   welcomes   unusual   photographs   of   merchandising 
stunts  used  by  businessmen  to  promote  their  radio  programs.  One  dollar  will 
be   paid    for   pictures   accepted.    If   you   wish   photographs    returned,    please   in- 
clude self-addressed,  stamped  envelope. 


1^           -^itfj^       ^Mk 

'"^^^ 

r 

■11 

ll^^-^ 


LEFT  .  .  .  The  municipal  dog  pound  was 
one  of  the  ten  feeding  stations  when 
WCLE's  mobile  studio  toured  Cleveland,  O., 
for  MIGHTON,  dog  food  manufacturer. 
(For  story,  see  Proof  O'  the  Pudding,  p. 
399.) 


BELOW  .  .  .  Remote  interviews  from  each 
of  ten  dealers'  showrooms  were  the  feature 
of  a  three  and  one-half  hour  FORD  DEAL- 
ERS ASSOCIATION  broadcast  over  WIBC, 
Indianapolis,  Ind.  This  picture  was  taken 
during  the  broadcast  at  HATFIELD  MO- 
TORS, INC.  Facing  the  camera  is  Bill 
Schingle,  announcer.  On  the  other  side  of 
the  mike  is  Cliff  Hart,  president  of  HAT- 
FIELD  MOTORS. 


%.w> 


ABOVE  .  .  .  Young  America  Sings  for 
SEARS,  ROEBUCK  &  CO.,  over  WMC, 
Memphis,  Tenn.  (For  story,  see  Showman- 
ship in  Action,  p.  395.) 


LEFT  ...  A  window  display  in  TRANS- 
CONTINENTAL WESTERN  AIRWAY'S 
office  features  the  WLW  Mail  Bag  Club. 
The  program  is  devoted  to  benefiting  handi- 
capped persons  and  shut-ins.  A  sustaining 
program,  it  has  been  heard  each  Saturday  at 
9:00  A.M.  (EST),  for  13  years.  Member- 
ship has  grown  to  several  thousands.  Mem- 
bership dues:  one  letter  a  month.  Postmis- 
tress is  Minabelle  Abbot,  WLW  staff  mem- 
ber. 


RIGHT  .  .  .  Franklin  Tooke,  ad  lib 
announcer  extraordinary,  surrounded 
by  a  small  part  of  the  crowd  of  100 
women  who  drove  54  miles  from 
Marion,  Ind..  to  see  WOWO's 
Modem  Home  Forum.  (For  story, 
see  Proof   O'   the  Pudding,   p.   399.) 


DECEMBER,      1941 


401 


WHAT  THE  PROGRAM  DID  FOR  MEJ 


This  is  the  businessman's  own  department.  Radio  advertisers  are  invited  to  exchange 
results  and  reactions  of  radio  programs  for  their  mutual  benefit.  Address  all  letters  to 
What  the  Program  Did  for  Me,  Radio  Showmanship,  11th  at  Glenwood,  Minneapolis,  Minn. 


Automabiles 

TRAFFIC  RACE  "We  started  publicizing 
the  event  two  weeks  prior  to  the  race  in 
the  form  of  a  teaser  on  the  radio  and  in 
the  local  newspaper.  Little  by  little  we 
divulged  the  idea.  It  created  so  much 
enthusiasm  that  on  the  day  of  the  race, 
it  took  30  policemen  to  handle  the  traf- 
fic, and  thousands  of  pedestrians  lined 
the  sidewalks.  In  fact,  the  old-time  circus 
parade  did  no  more  to  hold  the  atten- 
tion of  the  public. 

"The  car  and  horse  raced  around  the 
block  five  times.  The  horse  captured  the 
affection  of  the  crowd  and  made  the 
race  very  one-sided  as  the  onlookers  did 
everything  possible  to  help  the  horse 
win.  The  car,  being  the  more  flexible 
of  the  two,  lost  by  only  a  length  in  spite 
of  handicaps. 

"Reaction  was  tremendous.  We  re- 
ceived hundreds  of  phone  calls  of  vari- 
ous types,  and  people  still  come  in  ad- 
miring the  car  they  saw  on  the  street 
racing  the  horse.  In  our  19  years  of 
business,  it  is  one  of  the  best  pieces  of 
publicity  we  have  ever  had,  and  the  least 
expensive.  We  furnished  the  horse,  bug- 
gy and  car;  our  stableman  drove  the 
horse  and  the  AAA  secretary  drove  the 
car." 

K.  A.  MURRAY 

President 

K.  A.  Murray  Motor  Company 

Sioux  City,  la. 

AIR  FAX:  A  special  event  broadcast  by  short  wave  of 
a  race  between  a  horse  and  an  automobile,  staged 
in   midtown   at   the   busiest   time   of  the   day. 

Sponsor:   K.   A.   Murray   Motor  Co. 

Station:   KSCJ,   Sioux  City,   la. 

Power:    5,000   watts    (day). 

Population:    83,110. 


COMMENT:  (For  a  complete  descrip- 
tion of  this  race,  see  Special  Promotion, 
p.  397.) 

Bakeries 

MAN  ON  THE  STREET  "We  use  news- 
paper advertising,  house-to-house  can- 
vassing, outdoor  advertising  and  point- 
of-purchase  material.  We  spend  more  for 
radio  advertising  than  all  other  media. 

"We  get  a  direct  response  on  special 
items.  Route  men  report  favorably  on 
each  broadcast  as  orders  are  placed  be- 
fore they  have  a  chance  to  tell  their 
story. 

"We  cannot  say  too  much  for  the  ef- 
fectiveness of  our  radio  program!" 

W.  E.  WINKLER 

Sales  Manager 

T.  H.  Bueter  Baking  Company 

Quincy,  III. 


AIR  FAX:  Passersby  are  interviewed  on  questions  of 
opinion  and  not  of  fact  on  this  quarter-hour  man- 
on-the-street  show.  Each  person  interviewed  receives 
a  loaf  of  bread  direct  from  one  of  BUETER'S 
trucks  parked  along  the  curb.  People  whose  ques- 
tions are  used  on  the  program  receive  an  order  for 
two  loaves  of  bread  from  one  of  their  nearest 
dealers. 

First  Broadcast:    February   19,    1940. 
Broadcast      Schedule:      Monday      through      Saturday, 
12:15-12:30  P.M. 

Preceded  by:   Gene  Terry's  Community  News. 
Followed  by:  United  Press  News. 
Sponsor:   T.  H.  Bueter  Baking  Co. 
Station:   WTAD,  Quincy,  111. 
Power:    1,000   watts. 
Population:   43,741. 

COMMENT:  It's  an  old  story!  A  man- 
on-the-street  show  does  draw  a  crowd. 
That  sales  result  from  such  programs  is 
indicated  by  the  fact  that  Bueter's  have 
already  sponsored  600  continuous  pro- 
grams, are  still  going  strong. 


402 


RADIO     SHOWMANSHIP 


TRENDS 


A  rating  of  program  patterns  based  on  a  special  survey  of 
outstanding,  locally  sponsored  radio  programs  throughout 
the  country.  Let  the  TREND  of  these  ratings,  month  to 
month,   be  your  guide  to  better  buying. 


PROGRAM  RATINGS,  OCTOBER,  1941 


Type 

Rating 

Last 
Month 

1    Month 
Change 

Last 
Year 

1   Year 
Change 

MUSIC 

.317 

.309 

+  .008 

.350 

-.033 

NEWS 

.212 

.222 

-.010 

.180 

+  .032 

QUIZ 

.125 

.119 

+  .006 

.090 

+  .035 

TALKS 

.092 

.095 

-.003 

No 
Rating 

.... 

INTERVIEWS 

.083 

.082 

+  .001 

No 
Rating 

.... 

SPORTS 

.066 

.067 

-.001 

.080 

-.014 

COMEDY 

.057 

.056 

+  .001 

.060 

-.003 

DRAMA 

.048 

.050 

-.002 

.070 

-.022 

TOTAL 

1.000 

1.000 

- 

1  Mo. 

GROUPS                   Men  Change 

Music 275  +  -006 

News 271  -.008 

Quiz 121  +  .001 

Talks 070  +  .001 

Interviews 070  +  -005 

Sports 117  -.006 

Comedy 044  +  .001 

Drama 032  .... 


THIS  MONTH 

You  can  call  October  a  period  of  "con- 
tinued change,"  for  trends  that  started 
in  earlier  months  have  continued  to  fol- 
low the  same  paths  this  month. 

1)  The  rating  of  music  programs  began 
a  long  decline  way  last  January.  It 
reached  a  low  in  August  of  .306.  In 
September,  a  slight  about-face  was  re- 
corded. This  month,  music  took  its 
biggest  climb  in  over  a  year.  It  now 
is  rated  at  .317,  and  seems  headed 
back  toward  the  heights  of  last  year. 

2)  In  musical  programs  where  the  com- 
mercial appeal  is  directed  at  children, 
we  find  the  biggest  single  trend 
chansre  of  the  entire  month.  Kid  mus- 


Women 
.343 
.202 
.120 
.127 
.088 
.028 
.054 
.038 


1  Mo. 
Change 

+  .002 
-.012 

+  .010 
-.006 


.006 


Children 
.322 
.088 
.154 
.046 
.107 
.051 
.102 
.130 


1  Mo. 
Change 

+  .023 
-.007 

+  .006 
-.012 
-.003 

+  .003 

+  .009 
-.019 


icals  are  definitely  on  the  rise. 

3)  Second  biggest  increase  of  the  month 
was  in  the  rating  of  quiz  slioius.  Right 
now,  locally-sponsored  quiz  shows 
have  reached  their  highest  peak  since 
these  surveys  began.  There  is  a  two- 
fold reason  for  this  unusual  increase. 
EvERSHARp's  popular  network  show 
"Take  It  Or  Leave  It"  is  one.  This 
fast  moving,  "double-up"  program 
has  many  local  counterparts  through- 
out the  country.  One  is  Hirsh 
Clothing  Company's  (Chicago) 
Shoot  the  Works.  Another  is  the  Red 
Owl  Grocery  Stores'  (KRMC, 
Jamestown,  N.  D.)  Inquiring  Mike. 
Red  Owl's  quiz  differs  from  the  orig- 


DECEMBER,      1941 


403 


inal  in  that  bags  of  flour  are  used  as 
prizes  instead  of  money.  It  has  proved 
very  effective. 

Second  big  reason  for  the  increase 
in  the  rating  of  quiz  shows  is  Alka- 
Seltzer's  Quiz  Kids.  This  program 
has  started  scores  of  radio  sponsors 
throughout  the  country  looking  for 
infant  proteges  in  their  towns. 
The  rating  of  quiz  shoius  where  the 
commercial  is  directed  to  children 
has  naturally  been  affected  most  by 

TREND  OF  QUIZ  SHOWS 
(Commercial    Directed   to   Children) 


OCTOBER    1940 — MARCH    1941 


.080       .080       .080      ■■■     ■■      ^H 

null 


OCT.   NOV.    DEC.    JAN.     FEB.    MAR. 


APRIL    1940 — OCTOBER    1941 


,.,  148         .154 

.140        .140        -141        ^^       |^_ 

IIIU 


APRIL  MAY  JUNE  AUG.  SEPT.    OCT. 


the  success  of  the  many  local  editions 
of  the  Alka-Seltzer  program.  It 
seems  children  like  to  listen  to  other 
children  on  the  air. 
4)  Comedy  which  began  a  sharp  climb 
last  month,  continued  upward  but  at 
a  slower  pace.  Again,  comedy  pro- 
grams where  the  appeal  is  directed  to 
children  showed  the  largest  rise  when 
we  classify  by  groups. 

SUMMARY:  Youth  takes  all  the  honors 
this  month.  Largest  rises  are  recorded 
where  commercial  appeal  is  directed  to 
children.  Music,  quiz  and  comedy  pro- 
grams showed  the  big  gains.  Note:  For 
the  answer  to  what  is  happening  to  News 
shows,  watch  future  Trends.  News  is  still 
far  ahead  of  its  last  year's  rating. 


JOHNNY 
ON  THE  SPOT 


If  you  use  spot  annouticements,  you'll  be  interest- 
ed in  the  news,   reviews,  and  tips  in  this  column. 

Johnny— 

What  is  the  best  length  for  a  spot  an- 
nouncement? I've  heard  that  question  so 
often,  I'm  inclined  to  give  it  more  im- 
portance than  it  actually  deserves. 

The  fact  is  a  spot  announcement  can 
be  a  successful  seller  no  matter  what  its 
length  may  be. 

Many  advocates  of  longer  announce- 
ments claim  you  can  say  more  in  a  100 
or  150  words.  We  can't  dispute  that,  but 
can  you  sell  more? 

The  gentlemen  on  the  short  side  of 
the  fence  are  of  the  opinion  that  longer 
announcements  tend  to  confuse;  that  all 
you  need  is  20  to  50  words  to  tell  a  sales 
message  that  will  be  remembered. 

I,  personally,  place  my  vote  with  the 
"shorties."  The  important  thing  to  buy 
is  position,  and  invariably  the  shorter 
announcement  gets  the  better  position. 

Now,  what  do  you  think? 

INTRODUCING 

A^ew  business  fields  to  which 

Radio  is  now  extending  its  services  .  .  . 

APPLES  .  .  .  Washington  State  Apple  Commission, 
100  word  announcements,  station  KFI,  Los  Angeles, 
California. 

CATTLE  AUCTION  .  .  .  Alliance  Livestock  Commis- 
sion  Co.,  Alliance,  Nebraska,  one  minute  participa- 
tion spots,  station  KOA,  Denver,  Colorado. 

GOLD  BUYING  .  .  .  Empire  Gold  Buying  Service, 
spot  announcements  started  October  1,  station  WHN, 
New  York   City. 

GOVERNMENT  .  .  .  Department  of  Internal  Revenue, 
4  spot  announcements,  station  CKGB,  Timmins,  On- 
tario. 

ICE  RINK  .  .  .  Winterland,  56  announcements,  twice 
daily,   station   KGO,   San   Francisco,   California. 

ROOFING  .  .  .  Iowa  Roofing  Co.,  participation  spots 
on  Andy's  "Farm  Circle,"  station  KRNT,  Des 
Moines,   Iowa. 

VITAMIN  MILK  ...  Golden  State  Co.,  transcribed 
announcements,  station  KROW,  San  Francisco  and 
Oakland,   California. 


404 


RADIO     SHOWMANSH  I  P 


YEAR-END    INDEX 


Business 
Amusements 


Automobiles 


Issue 


Page 


Auto  Supplies 


Bakeries 


Barber    Shops . 
Beverages  .  .  .  . 


Books 

Building    Materials . 

Candies 

Cemeteries 

Chiropractic 

Churches 

Cleaning-Laundry .  . 


Jan 32 

Feb 70 

May 149 

Oct 327,    328 

Nov r 352 

Feb 64,  65,  71 

Mar.-Apr 104 

June 186,    188 

Aug 256 

Sept 272 

Dec 397,    400,    402 

Jan 27 

May 135 

July 222 

Jan 27 

Feb 53,   72 

Mar.-Apr 90 

Sept. 289 

Oct 320,    329 

Nov 355 

Dec 386,   402 

June 177 

Jan 28 

Feb 72 

Mar.-Apr 104,     112 

May 149,   151 

June 176 

July 222 

Aug 255,   256 

Sept 290,   294 

Oct 329,    330 

Nov 356,  361,   364,   368 

Dec 398 

May 150 

Feb 58 

June 166,    182 

Aug 255,   256 

Sept 278 

June 184 

Aug 250 

Dec 390 

Mar.-Apr 110,     112 

Jan 24 

Jan 10,   18,  32 

Feb 47,  56,  76 

July 206 


Business 
Dairy   Products 


Issue 


Page 


Mar.-Apr.  110,     113 

July 214,    223 

Aug 252,  254,  257 

Oct 322,   328,   332 

Nov 361,    365 

Dec 383,    395 


Dentistry Aug. 


250 


Department    Stores 


Drug    Products 


Drug   Stores 


Jan 32,    33 

Feb. 70,  72 

Mar.-Apr Ill 

May 144 

June 178,   180,   181,   189 

July 202,    221 

Aug 238,   250,   261 

Sept 295 

Oct 312,   314,   320, 

323,   324,   325 
Dec 379,   393,   395,   401 

Jan 24,  25,   33 

Mar.-Apr 103,     114 

June 184 

Aug 234,    258 

Sept 287 


Sept. 

Oct. 

Nov. 


289 
333 

347 


Electric    Appliances 


Farm   Supplies 


Fuel 
Finance 


Feb 65,  73 

Mar.-Apr Ill 

Aug 261 

Sept 291 

Oct 332 

Feb 65 

Nov 359,   364,   365,   366 

Mar.-Apr. Ill 


Feb. 
May  . 
June 
July 


66 

137 

186,    187 
212,  221 


Aug 237,    249,    253 

Sept 280 

Dec 390,    397 


Furs  . 


Garages 


Jan. 
Aug. 

Feb. 


25 
258 


DECEMBER,      1941 


405 


Business 


Issue 


Page        Business 


Issue 


Page 


Gasoline 


Groceries 


Hardware    Stores 


Home   Furnishings 


Ice 


Insurance 


Jewelry 


Livestock 


Manufacturers 


Meat   Products 


Men's  Wear 


Mar.Apr 105 

May 143,   151 

June 170,    182 

July 199,    212 

Nov 350 

Jan 12,  25,   34 

Feb 50,    53,    54,    73 

Mar.-Apr 92 

May 143,   148,   150 

June  163,   180,   188 

July 216,   220 

Aug 234,   240,   259,  261 

Sept 275,   291 

Nov 355 

Dec 396,   399,   401 

Feb 66 

Nov 360 

Jan 34 

Mar.-Apr 105 

May 127,    128,    130,    152 

June  .     .     181 

July 217 

Aug 231,  254,  261 

Sept 287,   292 

Oct 326,    328 

Nov 343,    362,    366 

Dec 393 

,  Feb :    74 

Mar.-Apr. Ill 

.  Feb 74 

Dec 390 

Feb 67 

May 132 

July 217,  218,  220 

Aug 255 

Nov 362 

Mar.-Apr 106 

.  May 145 

Dec 390,   399,   400 

.  Mar.-Apr 106 

June 179 

Aug 248 

Jan 7 

Feb. 67 

Mar.-Apr 86,    114 

June 178,   183,   184 

July 215 

Aug 249,    257 

Sept. 282,   288 

Nov 367 

Dec 396 


Merchants' 

Associations Oct 319 


Milling May 

Dec. 


149 
390 


Music  Stores Sept. 

Oct. 


284 
306 


Newspapers Sept. 

Optometry Jan.  . 

Feb.. 
Aug. 

Produce Sept. 


292 


35 
76 

251 


295,  296 


Public    Utilities Jan 27 

June 178,   187 

Real    Estate July 219 

Repair    Shops Nov 367 

Restaurants Oct 325,  329,   330 

Schools Dec 394 

Scrap    Metals June 183 


Shoes 


Jan 29 

Mar.-Apr 95,    103 

May 148 

Aug 248,    25 1 

Sept 286 

Nov 360 


Shoe    Repairs June 

Show    Cases June 


185 
174 


Sporting   Goods June 177 

Oct 326 


Sustaining Oct 310,    317 

Dec 401 


Taxicabs June 


168 


Tobaccos 


Jan 26,    35 

Mar.-Apr 106,    115 

Sept 287 


Women's    Wear  Jan 26,  28,   35 

Mar.-Apr.   86,  107,  111,  114,  115 

June 186 

Sept 282 


406 


RADIO      SHOWMANSHIP 


YOURS  FOR  THE  ASKING 


Address:    Radio   Showmanship.   Showmanship    Bldg.. 
Please  enclose  10  cents  in  stamps  for  each  script  to 


11th   at   Glenvvood,    Minneapolis,    Minn. 
cover  the  cost  of   mailing   and  handling. 


SAMPLE  SCRIPTS  AVAILABLE 

Automobiles — Mr.      Yes     and      No      (see 

Sept..   '40,   p.  32). 
Auto     Supplies — jack,  -the     Tire     Expert 

(see  May.   '41.  p.   135  ). 
Bakeries — Musical    Arithmetic    (see    Feb., 

'41,   p.    72). 
Bakeries — Southern  Plantation    (see  Sept., 

'41,  p.   289). 
Bakeries — Toasts     to     Bread      (see     Dec, 

'41,  p.   386). 
Beverages — Pigskin  Prevue    (see  Ju..  '41, 

p.   222). 
Building     Materials — Homers     at      Ho:r.c 

(see   Feb.,    '41,    p.    58). 
Chiropractic — The  Good  Health  Program 

(see   Mar.-Apr.),    '41,    pp.    110.    112). 
Dairy  Products — Junior  Town    (see  Dec. 

'41,   p.    136). 
Dairy    Products — Kiddie    Quiz     (see    Ju., 

'41,   p.  214). 
Dairy  Products — Young  American's  Club 

(see  Nov.,  '40,  p.    110). 
Department     Stores  —  Hardytime     (see 

Sept.,   '40,  p.   35). 
Department     Stores — The     Pollard     Pro- 
gram   (see   Aug..    '41,   p.   238). 
Department  Stores — Woman's  Hour    (see 

June,  '41,  p.    178). 
Department    Stores — Down     Santa     Claus 

Lane    (see  Oct..   '41,  p.   326). 
Department     Stores — Billie     the     Brownie 

(see  Oct..   '41,  p.   318). 
Department    Stores — The     Waker-Uppers 

(see  Dec.  '41,  p.   379). 
Drwg     Stores — Five     Years     Ago     Today 

(see   Dec,    '40,   p.    146). 
Farm    Supplies— Feed    Lot    Question    Box 

(see  Nov.,   '41.  p.    359). 
Finance — Jumping      Frog      Jubilee       (see 

Aug.,   '41,  p.  253). 
Finance Saga    of    Savannah     (see    June, 

'41,   p.    187). 
Finance — Something      to      Think      About 

(see  Aug.,  '41,  p.  245). 
Flowers — An   Orchid    to    You    (see  Sept., 

'40.  p.   35). 
Fuel — Smoke    Rings     (see    Dec,    '40,    p. 

126). 
Furs — Cocktail    Hour    (see   Aug.,    '41,    p. 

258). 
Gasoline — Home  Town  Editor    (see  Oct., 

'40,  pp.   73,  74). 
Gasoline — PDQ    Quiz    Court     (see    Dec, 

'40,   p.    134). 
Groceries — Food    Stamp    Quiz    (see   Sept., 

'40,  p.   33). 
Groceries — Matrimonial      Market      Basket 

(see   Dec,    '40,   p.    154). 
Groceries — Myster>-    Melody     (see    Sept., 

'41,  p.   290). 
Groceries — Mystree     Tunes      (see     June. 

'41.  p.    163). 


Groceries    (Wholesale) — Hoxie   Fruit   Re 
porter    (see  Jan.,   '41,   p.    34). 

Groceries  (Wholesale) — Market  Melodies 
(see   Oct.,   '40.   pp.    73,    74). 

Groceries    (Wholesale) — Women's    Newi- 
reel   of  the  Air    (see  Oct.,   '40.  p.  63). 

Hardnare    Stores — Dr.    Fixit     (see    Nov., 
'41,   p.   360). 

Laundries — Rock-a-bye    Lady     (  see     Feb., 
'41,  p.   47). 

Men's    W^ar — Hats    Off    (see    June.    '41. 
pp.    178,    183). 

Music   Stores — Kiddies'    Revue    (see   Oct., 
'41,  p.   306). 

Optometry Good     Morning,     Neighbors 

(see  Jan.,   '41,  p.   35). 

Shoes — Campus      Reporters      (see     Aug., 
'41.   p.    251). 

Shoes — Mr.     Fixer     (sec     June,     '41,     p. 
148). 

Sporting    Goods — Alley    Dust    (see   June, 
'41,    p.    177). 

Sustaining — Calling       All       Camps       (see 
Oct.,   '41.   p.    310). 

Women's    Wear Melodies    and    Fashions 

(see    Nov..    '40,    p.    112). 


SAMPLE    TRAXSCRIPTIONS 

Betty   and   Bob    (see  Oct..   '40,   p.   53). 

Captains    of   Industry-    (see   Sept..    '41,   p. 
284). 

Cinnamon   Bear    (see   Oct.,   '41,   p.   315). 

Dearest  Mother    (see  Nov.,  '41,  p.  354). 

The    Enemv    Within     (see    Jan.,    '41,    p. 
18). 

The   Face   of  the   War    (see   May,    '41,   p. 
125). 

Fun     With     Music     (see     June.     '41,     p. 
162). 

Getting    the    Most    Out    of    Life    Today 
(see  Ju.,  '41,  p.    196). 

Little    by    Litde    House     (see    May,    '41, 
p.    128). 

Mama    Bloom's    Brood     (see    Aug.,     '41, 
p.    248). 

Pinocchio    (see   Sept.,    '40.    p.    11). 

Secret    Agent    K-7     (see    Sept.,     '40,     p. 
35). 

Sonny  Tabor    (see  May,  '41,  p.   140). 

Superman    (see  Sept.,    '41,   p.   271). 

Sunday  Players    (see   Dec,   '41,  p.   388). 

Stella   Unger    (see   Feb.,   '41.   p.   56). 

Streamlined    Fairy    Tales    (see    Mar.-Apr.. 
'41,  p.   90). 

Twilight   Tales    (see    Dec.    '41.   p.    382). 


IN  NEXT  MONTH'S  ISSUE  OF 


s 

^^^^r  HOWMANSHIP,  Edward  H.  Hunvald,  sales  manager  for 
Alabama's  largest  retail  store,  the  Pizitz  Department  Store,  Birming- 
ham, presents  an  astonishing  story  of  how  yearly  expenditures  for  radio 
time  have  grown  from  $6,000  in  1938  to  $30,000  in  1941.  Today  Pizitz 
is  one  of  the  largest  users  of  radio  time  for  retail  stores  in  America. 


RADIO  SHOMANSHI? 


Vols.l-P..    1940-41 


V.  l--^ 


ri  ^rj-i4j 


LIBRARY  of  the 
NATIONAL  BROADCASTING  CO.,  Inc. 

RCA  BUILDING 

30  ROCKEFELLER  PLAZA 
NEW  YORK,  N.  Y. 


LIBBABY  BUBEAU  CAT.  NO.  1169.6 


■%^i^.^: