Radio showmanship (Sept 1940-May 1941)

WHAT THE PROGRAM DID FOR MEl 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. Finance TONIGHT IN NASHVILLE "We have been using radio advertising for the past three years and have found it very satisfactory, especially so in connection with personal loans. We are renewing our present radio contract, which should be evidence of what we think of radio advertising." H. C. Buquo Asst. Vice-President Nashville Trust Company Nashville, Tenn. AIR FAX: Program answers the average man's inquiry, "What am I going to do tonight?" Announcements describe all current movie features, wrestling matches, baseball games, lectures, road shows, club meetings, YMCA and YWCA meetings — in fact, any activity that might afford entertainment or diversion for listeners. Transcribed music of concert variety rounds out the time remaining. Broadcast Schedule: Monday thru Saturday, 6:306:45 P.M. Sponsor: Nashville Trust Co. Station: WSIX, Nashville, Tenn. Power: 250 watts. Population: 153,866. COMMENT: The program gives the listeners the information they want when they want it. It would he a good idea to include the highlights of the evening radio schedule of the station itself. Shoes MAN ON THE STREET "Our Man on the Street program is a rather new show with us, inasmuch as we've sponsored it for only live weeks. In that length of time, however, we've gained many favorable comments on the show itself and in the manner in which it is conducted. "I practically used this program as a sole means of advertising a summer shoe sale din ing July, and it brought amazing results. ()ur store showed a 39^5 increase over the same month a vear SgO. This program seems to have quite an extensive rural listening audience, and it's from them that we most of our direct results. "Jul) 31 through AugUSl 2, we tied in with a carnival that happened to be in Winona. We had a 28-foot python, acrobatic monkeys, midgets, and other carnival entertainers in front of our store, where the program is conducted. We had a street audience of approximately 300 people, mostly children, and enjoyed a fine business every day. "I contend that for a city the size of Winona (20,850), with a large, rural trading area, a man-on-the-street broadcast is the best local shot on the air and has many merits." B. W. Arenz Manager Arenz Shoe Co. Winona, Minn. AIR FAX: Sponsor: Arenz Shoe Co. Station: KWNO, Winona, Minn. Power: 250 watts. Population: 20,850. COMMENT: From monkeys, midgets, and man-on-the-street to shoe selling may be a long stride, but sponsor B. W. Arenz has proved the effectiveness of putting on a good show to put the sales across. Gasoline WADHAMS' FOOTBALL BROADCAST "Inasmuch as we have never had any merchandising efforts which directly necessitated the purchase of products, we, therefore, have no exact records of sales increases. However. in thousands of fan letters we repeatedh read the phrase. 'We huv at WaDH \ms' Stations because we appreciate the sports broadcasts.' Surveys made from time to time showas high as 82" , "t the sets tuned on in this territory, are tuned to Wadhams' football broadcasts. (Green Ha\ Packer, "U" of Wisconsin games.) This is a higher percentage of listening than even the large network shows receive in this territory at other hours."' M. Jay Stead dsst. Advertising Manager Wadhami < hi Co. Milwauki < . I1 \l\( PAXl [S— Lom$ Runs, page 70.) 64 RADIO SHOWMANSHIP