Radio showmanship (Sept 1940-May 1941)

Record Details:

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MEET YOUR NEIGHBOR 1111% AW WITH HOWARD NELSON SUNDAY IO:00 P.M. Gate CM u Bniid me & Loan Assn. * Well aware that a radio program must have promotion to make it click, the Gate Building & Loan Association uses newspaper ads, window displays, spot announcements and this huge sign attached to the front of Fargo busses to keep the name of the program, the time of its airing before the public. the Glacier Priest; and Dave Elman, who, too, has a radio program (Hobby Lobby). Mainly, though, the show sticks to local and familiar places, personalities, names, especially Fargo-ites who do something worthwhile or to whom something worthwhile happens. Top example of the last was an interview with a Fargo man who won $1,000 on the Pot O'Gold radio program. Especial interest is taken in civic events and projects. Thus, Meet Your Neighbor appeals to all ages, all classes. Informal interview is adlihhed, requires no script. Two or three such interviews plus transcribed music are used each broadcast. Smart sponsor uses only one commercial, that at end of program, plus short educational talk delivered by H. A. Thompson of the Gate City Building & Loan Assn. Typical Thompson talk (Time: 3 min.) : "Recently I ran across the following expression: 'No man can be conservative until he has something to lose.' I have been impressed by the force and meaning of that remark. Too many people are prone to consider a conservative as one who is old-fashioned, opposed to progress, or critical of any changes in social or economic endeavors. That is not so; and if you will analyze your feelings, you will realize that you are a conservative because you hart something. "That 'something' may be I home for which you are paying, it may be tin savings to which you are adding a small amount r.u h p.i% day, it may bt uh.it \<>u h.ivi .ilrr.ulv .m umul.itctl. it m.i\ )><• the feeling that what you save, or what you posIfl ><>ur heritage, or your right m provide for vour family, and to pass it on to your children. It do«-s not MM tll.lt \oil do not h.ll.\r III t.lk iin: i.irr of tin imfoiiim.iti-. or looking after the iincmpliiwd. or pftyiaf \<>nr rightful share of taxes to properly run our (•VMBOMttt, "In spite of all the strife and turmoil in other parti of the world, I still have f.iith and confidence in our American way of living and clonic thing*; and as an American citizen ami man of a building and loan association, I am interested in keeping it that way. . . . "The services of a savings and home financing institution can be compared somewhat to a bridge. An ordinary bridge is built of steel and concrete, and its foundations rest on solid bedrock; but the kind of a bridge that I am referring to is open to everyone. It spans the river of uncertainty and connects the thrifty present with the secure future. "Instead of steel and concrete, it is made of foresight and resolve. Its foundation rests on systematic saving and planning for the future. The door of your building and loan association is the entrance to this bridge." Announcer preludes his lone commercial with weekly safety hint and then a few punchy lines on the safety of accounts at Gate City Building & Loan. Meet Your Neighbor is sold to public via bus cards, newspaper ads, window displays, an occasional spot announcement on afternoon before program. When program started in January, 1939, Gate City was using 50% of ad appropriation in newspapers, rest in direct mail, miscellaneous. I oday, with M<it ) our Neighbor a proved success, radio is receiving 40% of total ad monej ; newspaper, 20$ ; direct mail, 10$ : all other. M)%. AIR FAX: Broadcast Schedule: Tuesday. 8:00-8:30 P.M. 1',. ndid 1U: fibber McGee & Molly (NBC). Follow*! By: Uncle Walter's Dog House (NBC). Sponsor I Gate City Building &. Loan Assn. siitiou: WDAY. Fargo. N. D.. and Moorhead. Minn. Powtrt 9,000 watt*. Popmlmtkmi I .irgo. 17,000] Moorhead. 8,000. ;„„,• I otti I37J0. I'lfdtK ttioi ( Q$t 7 > 9T0gtl | 1 0. COMMENT: There's nothing more interest to people than other people, especially if the) 're next door neighbors. 56 RADIO SHOWMANSHIP