Radio showmanship (Sept 1940-May 1941)

Men's Wear MUSIC OFF THE RECORD "Once our program was on the air, every one of my salesmen was instructed to question every customer. The results were more than gratifying. We found that approximately 50% of all people coming into the store heard our program regularly. We also found that a good many of these people came in directly as a result of our program. Further, we found that we were reaching people with our program who were ordinarily considered outside the range of our advertising; people our newspaper ads didn't reach ; people from as far as 50 or 60 miles from Hartford. I'm sold on radio." William Ronnick Manager Bond Clothes Hartford, Conn. AIR FAX: Expert ad libbing by chief announcer Ray Barrett (Station WDRC) creates the "friendly neighbor" atmosphere. Recordings are in the quieter mood, avoiding hot and heavy swing. Barrett is a former legitimate and vaudeville actor. Broadcast Schedule: Monday thru Saturday, 7:40-7:55 A.M. Preceded By: Studio Matinee. Followed By: The Ad-Liner. Competition: Club Matinee (NBC Blue); Music (MBS). Sponsor: Bond Clothes. Station: WDRC, Hartford, Conn. Power: 5,000 day; 1,000 night. Population: 221,940. Agency: Neff-Rogow Agency. COMMENT: Music is the staff of life— to most radio stations. Adding a clever announcer to brighten up the music is like painting the staff a pretty color. The paint job, according to Mr. Ronnick, pays. Optometry JOSHUA SPAULDING'S SCRAPBOOK "Our radio program, Joshua S Paulding' s Scrapbook, has been most successful. We first broadcast this program on a schedule of two ten-minute periods per week. The results were outstanding in two respects, namely: new business and secondly, the increase in traffic of old accounts that we had not seen for a long time. We have recently increased our radio appropriation so that we have three fifteen-minute periods weekly." Wilbur H. Gilbert Advertising Manager Gilbert, the Optometrist Troy, N. Y. AIR FAX: A bit about a smile, an anecdote concerning traffic in Troy (N. Y.), some friendly advice about country hiking — these are smatterings of the homely philosophy that come from the pages of Joshua Spaulding's Scrapbook. Organ music sets a restful background. First Broadcast: May 13, 1940. Broadcast Schedule: M-W-F, 11:00-11:15 A.M. Preceded By: News. Followed By: Evelyn Johnson, pianist. Competition: Short, Short Story (CBS); Dick Lie bert, organist. Sponsor: Gilbert, The Optometrist. Station: WTRY, Troy, N. Y. Power: 1,000 watts. Population: 72,763. COMMENT: Sponsor Gilbert's success illustrates an important point in radio buying: Don't "bite off too large a chunk" at the beginning. It's far better to start small with an idea — let it grow — and then grow along with it. YOURS for the asking ADDRESS RADIO SHOWMANSHIP 11th at Glenwood, Minneapolis, Minn. SAMPLE SCRIPTS AVAILABLE Automobiles — Mr. Yes and No (see Sept. issue, p. 32). Beverages — Gaslights and Bustles (see pp. 73, 74). Department Stores — Hardytime (see Sept. issue, p. 35). Electric Appliances — Prof -it. (Aired from the stage of Albany's RKO Palace Theater, this quiz show awarded cash and merchandise prizes, including $25 credits on any HOTPOINT appliance. Three announcers carried the show — Tip Corning emceeing from the stage and a man in the orchestra and in the balcony, both with portable mikes. See Sept. issue, p. 28.) Flowers — An Orchid to You (see Sept. issue, p. 35). Gasoline — Home Town Editor (see pp. 73, 74). Groceries — The Carnival of Fun (see Sept. issue, p. 27). Groceries — Food Stamp Quiz (see Sept. issue, p. 33). Groceries (Wholesale) — Market Melodies (see pp. 73, 74). Groceries (Wholesale) — Women's News Reel of the Air (see p. 63). Men's Wear — Juster's Styles for Men (Sept. issue, p. 8). SAMPLE TRANSCRIPTIONS Automobiles'— Ray Daughters Health Club (see Sept. issue, p. 35). Beverages — Secret Agent K-7 (see Sept. issue, p. 35). Department Stores — Pinocchio (see Sept. issue, p. 11). Sustaining 73, 74). -Tonight's Best Story (see pp. OCTOB ER, 1940 65