Radio showmanship (Sept 1940-May 1941)

Record Details:

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scripts are on file at local libraries, and transcriptions are used in schools. AIR FAX: Over 727 different stories have been told by Factfinder Osgood since 1935. Subjects range from "accidents to zinc." Music by Benny Kyte's Serenaders fills the crevices between the facts. Broadcast Schedule: M-W-F, 6:15-6:30 P.M. Preceded By: NBC Dance Orchestra. Followed By: The Lone Ranger (MBS Dramatic Serial ) . Competition: Sports, Musical. Sponsor: Hi-Speed Gasoline. Station: WXYZ, Detroit, and the Michigan Radio Network. Power: 5,000, day; 1,000, night. Population: 1,618,549 (1940). COMMENT: Psychologists tell us that among man's higher yearnings is the decire to learn. Witness the success of quiz shows. The Factfinder directs itself to the same desire, but through telling, not asking. Program easily adaptable to almost any product, especially those with youthful appeal. SHOWMANSHIP IN ACTION Those extra promotions and merchandising stunts that lift a program out of the ordinary. Auto Supplies MR. YES AND NO Almost too numerous to count is the parade of powerful, punchy promotions designed to bring the listeners to the radio. Knterprising C. C. Stephens, Jr. (STEPHENS Auto Supply, Shawnee, Oklahoma) goes one step further. He brings the radio to the listener. Program makes double terrain of large audience by placing portable radios, tuned to Stephens Show, at strategic points in the City where pedestrian traffic 19 heaviest. As a follow-up, Mr. Stephens has posters, advertising the program, displayed in many crowded spots about town All of his out going mail and packages earn Mr, Yet and No stamps. Radio station (Mi II) has added free newspaper public it\ and annouiu e ments. AIR I \\ l'i"nnm in a man-on-the-*treet i|m/. (,)"«•••■ lion*. hIikIi imiki be amwerable by either "Yes" or "No" are Milunitti-d l>\ listrncrv Thr.itre tickets ■warded to tenders u lios< i|ii«-tioiis .ire .nuptcd for DM I 'U tJMWajring questions inrnf free ticket! or sample merchandi Program Started: May 1, 1939. Broadcast Schedule: M-W-F 12:15 to 12:30 P.M. Preceded By: The Swing Billies (Oklahoma Network) . Followed By: Abner Pinfeather. Competition: News; Music. Sponsor: Stephens Auto Supply — auto supplies, sporting goods, radios, electrical appliances. Station: KGFF, Shawnee, Oklahoma. Power: 250 watts. Population: 25,000. COMMENT: Program lifted above ordinary man-on-the-street shows by extra promotions. Sponsor has recently renewed for another 52 weeks. Mail averages more than two month's supply of questions in advance. SAMPLE SCRIPT AVAILABLE (including commercials) . Bakeries WORLD'S WORST PROGRAM Many a program claiming to be the "world's best" is not given the all-around merchandising aid with which this oddly named air-show is surrounded. There is a direct tie-in between Fischer Bakeries' house-to-house salesmen and Philadelphia housewives. Route salesmen on regular runs collect birthday, wedding, and other announcements from Fischer customers to be broadcast on the air. Listeners are informed by post card (sent by station) when their name is to be used. In addition, program is advertised in local newspaper (3" display) once weekly. Guest theater tickets are awarded daily to listeners. Special features: Open house in the spring. Once a year radio fans are invited to breakfast with cast of show and handle the broadcast themselves. Of course, the sponsor furnishes the baked goods. Showmanship Stunt: High school teams are invited to compete in a bread-eating contest every fall. All they have to do is eat a loaf of bread in the least possible time ; 23 school teams vied for beautiful loving cup offered by sponsor in last fall's contest. AIR FAX: Program as bad as it sounds, but listenable. Rupe Werling, the emcee, spends an hour feuding with whatever control room engineer is on duty that morning about everything from weather reports to time signals. The entire show, including commercials, is ad-libbed. Of course, music and social announcements (mentioned above) manage to edge in. Broadcast Schedule: Monday thru Saturday, 6:457:45 A.M. Followed By: United Press Newscast. Competition News; Music. Sponsor: Fischer Baking Co. Si.it, on: WIBG. Glenside (Philadelphia suburb). Power: 100. l>„FuLttton: 1,935,086 (1940). />:.»;.>. N#jft>RogOW| liu.. Now York. COMMENT: Man] programs stop witb a good name. This <>ne begins. (See If hat the Program Did fot M( . Page -V ) 32 RADIO SHOWMANSHIP