Radio showmanship (Sept 1940-May 1941)

TRENDS Showmanship moves fast . . . what is good radio today— may become obsolescent tomorr on. Beginning in this issue, Radio Showmanship presents 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 Aug. 1940 MUSIC NEWS TALKS i ^fc M\ INTERVIEWS ^P ^J QUIZ b 35°° 17% 17% 1 1 % DRAMA -4f^ 8% SPORTS £) 8 °o COMEDY ((Q 4% GROUPS Men Women Children Music 32% 37% 31% News 20% 16% 1 % Talks. Interviews 12% 23% 14% Quiz 9% 12% 13% Drama 7 % 6 % 27 % Sports 16% 3% 8% Comedy 4% 3% 6% Radio Trends is not the master key to every radio buying problem. Statistical graphs, charts and bars cannot work miracles. They never did and probably never will. Trends has been written for the single purpose of simplifying the many complications that take place every time a businessman goes on the air. We base this column on the sound, fundamental principle that the likes and dislikes of radio listeners do change. Radio today is so much a part of life about us, that every famine, war. discovery, every variation in the average person's way of living is reflected immediately in his radio preferences. We sought a logical method of tracing these changes, and Trends was our answer. Trends can help you — because it is formulated on the clear-cut premise that it pays to buy a program whose Trend indicates an increase in popularity — rather than one that has reached its peak and, according to figures, is on the wane. Thus, through Trends, you, the buyer of radio time, will gain the benefit of more listeners per dollar spent. CLOTHING SALES THRU THE AIR (Continued from page 10) the voice nor the training." Xo need to. I happened to like radio broadcasting, got a big kick out of it. But any wide-awake advertising agency can prepare a style program that will create attention — without the owner of the store going on the air in person. The question is: What are you selling? Price or style? If you're tired of wrangling about price, switch to style — and tell your story via radio ! That job it has done for us, not in a day, in a month, but in years. And in so doing has helped our clothing sales, has made not only customers, but also lasting friends, dependent upon us and coming to us often for style advice. Radio is all-important to us. It lays the foundation for the public acceptance of our display advertisements, has built and continues to maintain Juster Bros, in its position of leadership as a Northwest men's style center. STEP INTO MY KITCHEN (Continued from page 18) Daily more aware of this essential, many a time salesman now starts his story wTith showmanship, ends with time, talent, powTer of station. Equally as aware of this essential, many a buyer of radio time now looks for showmanship first. AIR FAX: Broadcast Schedule: Monday thru Friday, 11:30-12:00 noon in Kitchen Auditorium. Saturdays at 11:00 to 11:30 in studio. Preceded By: Meet Miss Julia (CBS dramatic serial). Followed By: The Gadabouts. Competition: Arnold Grimm's Daughter (NBC dramatic serial ) . Sponsors: J. Allen Smith 8C Co., Kellogg Co., Dixie Coffee Co., Southern Cotton Oil Co., Birmingham Electric Co., Scott Paper Co., Frigidaire Corp., Dixie Syrup Co. Station: WAPI, Birmingham, Ala. SEPTEMBER, 1940 37