Radio showmanship (Sept 1940-May 1941)

turn attached to a small rope fastened to the wagon. Results: The shows drew the largest crowds of any like show in Sioux City. AIR FAX: Broadcast Schedule: Monday thru Saturday. Aug. 26-31. Studio shows: 3:45 P.M. Street: 5:15 P.M. Preceded By: Studio: Little Brass Band (NBC); Street: Frankie Masters (NBC). Followed By: Studio: Rocky Gordon (NBC dramatic serial ) . Sponsor: Goodman Wonder Show. Station: KSCJ, Sioux City, Iowa. Power: 5,000 day; 1,000 — night. Population: 79,183. COMMENT: Since the halcyon days of P. T. Barnum, the circus has always set the pace presenting new promotional methods. Here an example of how they played their chips on radio and with success. Movie showmen take note: The same well-rounded tie-up with radio can be used to successfully exploit n outstanding A-feature premiere. ANCHO PERALTA Via the stirring, dramatic tales of author-lecturer John K. Chapel, Sergeant Jose Francisco de Ortego des again on the Rancho Peralta program, presented twice weekly by the R. A. Shuey Creamery over station KROW. de Ortego, elebrated East Bay historical figure, plays trincipal role in story-teller Chapel's narraive of the glamour and growth of the East Bay Empire, comprising present-day Oakland, Berkeley, Alameda, Piedmont, etc. (California). He adds a larrup to his tale by offering free of charge to Shuey customers and those who request it a 40-page Postamp History album, containing program synopsis and space for illustrative stamps. Shuey milkmen deliver the gift. Members of R. A. Shuey Postamp Club exchange coupons obtained on ponsor's dairy products for stamps. Comlete album includes 100 stamps representing ntire authentic history of Oakland, neigh boring cities. Response to date shows definite good wTill build-up and customer increase. AIR FAX: Series launched with the coming of Sergeant Jose Francisco de Ortega to the East Bay in 1769, continues through the part East Bay played in 1940 Golden Gate International Exposition. Program derives name from the old Spanish family who once owned entire territory. First Broadcast: September 23, 1940. Broadcast Schedule: Tuesday and Thursday, 6:156:30 P.M. Preceded By: Evening Edition of News. Followed By: Italian Daily News. Competition: Speed's Sports, Trio. Sponsor: R. A. Shiey Creamery. Station: KROW, Oakland, Calif. Power: 1,000 watts. Population: 284,063. Agency: Tomaschke-Elliott, Inc. COMMENT: Time buyers who seek a program idea that interests adults and juveniles {Rancho Peralta!) need not bemoan fact that they don't live in colorful California. Every section of the U. S. has its own vivid characters and traditions ! Perhaps out of this local background you can build a program that packs a sales wallop for your product. Restaurants (others) AT YOUR SERVICE Station KHSL (Chico-Marysville, Calif.) has devised a program which serves not only the radio audience but also the small advertiser. Aim of the program is to give radio's benefits to the small merchant at a nominal cost. Each program features a five-minute interview with an employee or the manager of a service con# cern. The service motif is stressed through Uairif PfOduCtS out. Since little production is involved, the cost is held at a low figure per participant. Tune-in plugs call attention to the program. Example: "Where can you have your suit cleaned and pressed when it must be ready for tonight's dance? Listen to At Your Service at 4:00 this afternoon." AIR FAX: Sponsor: Grace's Restaurant. (Others: Academy Billiard Parlor, Watson's Music Store, Service Pharmacy, etc.) Station: KHSL, Chico-Marysville, Calif. Power: 250 watts. Population: Chico, 7,961; Marysville, 5,763. COMMENT: Five minutes of straight commercial even in the form of an interview is a difficult task. The copy must be exceptionally alive, the conversation informal. The broadcast is jnore successful in smaller communities where each person interviewed is a wellknown personality. Shoe repair shops, cleaners, service stations, and restaurants are suitable sponsors. OVEMBER, 1940 115