Radio showmanship (Sept 1940-May 1941)

PROOF 0' THE PUDDING Results from radio programs, based on sales, mails, surreys, the growth of the business itself. Cleaning -Laundry MAIN STREET-HARTFORD Among the most successful radio programs over a period of years (if properly promoted) are the socalled "Vox Pop" or "Man-on-the-Street" broadcasts. Effect to the sponsor is seldom immediate, usually being reflected in an institutional growth. About a year and a half ago, Hartford's Howard Cleaners undertook sponsoring the Monday's broadcast of Main Street-Hartford. Since that time the sponsors have enlarged their Hartford plant three different times. To radio is attributed much of the credit for this rapid growth, as Howard's do practically no other advertising. AIR FAX: This is the usual man-on-the-street broadcast with these twists: Only questions of opinions are asked; no tricky questions. Interviewees receive a coupon good for 49-cent cleaning job. Special Open House broadcast is held once a year with listeners invited to studio and quizzed on radio likes and dislikes. Broadcast Schedule: Monday thru Friday, 1:45-2:00 P.M. Preceded By: "The Right to Happiness" (CBS dramatic serial). Followed By: "Young Doctor Malone" (CBS dramatic serial). Competition: "Marjorie Mills" (dramatic serial — Yankee network ) . Sponsor: (Monday) Howard Cleaners. (Other sponsors on other days: Gould Witch Hazel Co., Harry's Clothing store.) Station: WDRC, Hartford, Conn. Power: 5,000 day; 1,000 night. Population: 221,940 (1930 census). COMMENT: Success of program is due to its informality and its Consideration for the interviewee. Policy of confining questions to opinions avoids embarrassment; also lays foundation for interesting public surve\s. Example: At a recent broadcast, people were asked t0 name their favorite presidential candidate. Drug Products THE BRIARHOPPBftS From the mails for the past pear, squeak] voiced "Pappy" Briar hopper and Ins tarniK ot cut ups nave avei I 10,222 letters per month, iccordin WBT figures. Elaborate premium offers in exchange for wrappers of products (Kelpamalt, Blondex, etc.) are responsible for pull. Premiums ranged from war maps to bibles. AIR FAX: Informal, ad-lib gag show with distinctly rural pattern. Songs and music complete the full hour. Broadcast Schedule: Monday thru Saturday, 3:304:30 P.M., for the past three years except during summer months. Sponsor: Drug Trade Products, Inc., manufacturers of Kelpamalt, Blondex, Moonlight cosmetics and others. Station: WBT, Charlotte, N. C. Power: 50,000. Population: 82,675. Agency: Benson and Dall, Inc., Chicago. COMMENT: Premium offers are tricky to handle. The premium itself must be carefully selected and once selected, all the program's selling weapons must be focused on the promotion. Frequency and length of broadcast are important factors. The most successful premium promotions are usually made on shows of at least 15 minutes' duration scheduled every day. The offer should last at least two weeks. Farm Supplies FARMER'S SPECIAL When the "old despatches" Jim Piatt, starts the Farmer's Special rolling along each morning, he really travels through 87 towns, villages, and cities — all within half an hour. That is, if results from his mail are any proof. Along with weather forecasts, time signals, and market data, informal, neighborly Farmer's Special closely resembles the classified page of your local newspapers. Jim Piatt gives free helpwanted, buy-swap-sell announcements, and adds a bit of philosophical advice. Average mail: 135 letters a month. Since its first run, September 4, 1939, sponsor's dairy and poultry feeds have shown steady sales increases. AIR FAX: In addition to reports, philosophy, and swaps, program includes two fast-moving musical numbers on each broadcast. Broadcast Schedule: Monday thru Friday, 7:00-7:30 A.M. Preceded By: News and Bar-None Ranch (hillbilly musical ) . Followed By: Trans-radio News. Sponsor: E. W. Bailey 6C Co., Montpelier, Vt. Station: WQDM, St. Albans, Vt. Power: 1,000 watts. Population: 8,020. COMMENT: Service programs are splendidly suited for institutional advertising. In this i ;ise, where decisions to change feeds are seldom made overnight, the program follows ;i ver\ logical pattern. From an entertainment standpoint, it m.i\ seem too much of a "Jaekot ill trades," \ct it is important to note that commercial copy tor any one broadcast 11 onlined to only one ot sponsor's many products. 30 RADIO SHOWMANSHIP