Radio showmanship (Sept 1940-May 1941)

SHOWMANSHIP IN ACTION Those extra promotions and merchandising stunts that lift a program out of the ordinary. Automobiles YOUR MUSICAL NIGHT-CAP In Los Angeles, Calif., where it is said there are more cars per population than in any other U. S. city, one-fifth of all available air time is bought by used car sponsors. Joscelyn Motors, local Dodge and Plymouth dealer, plunged into the field last summer with a popular recording program that has smashed all recording program records at station KMPC. One reason: Popular emcee Bill McCrystal has connections. During the past year he has interviewed such big name guest artists as the Andrews Sisters, Smoothies, Six Hits and a Miss, Charioteers, Ray Noble, Will Osborne, Bob Crosby, Count Basie, Henry Busse. Another: McCrystal writes his own commercials and ties them up effectively with the broadcast. In a town that must hear more different reasons for buying a used car, Joscelyn copy stands out as conversational, logical, and effective. AIR FAX: Program revolves around the theme of a Musical Bar, with bartender McCrystal mixing up the songs. Sponsor: Joscelyn Motors (Dodge, Plymouth dealer). Station: KMPC, Beverly Hills, Calif. Power: 500 watts. Population: Suburb of Los Angeles, which has 1,496,177 (1940). SAMPLE COMMERCIALS AVAILABLE. COMMENT: Anyone can play a record. But by giving a recorded show theme and coherence, by adding an interview with some outstanding visitor to your town, by making your sales message part of the show, not just separate announcements, you have a distinctive musical program that you can really call your own. Aoto Supplies EXIDE WEATHER REPORTER The weather is important to Exide Batteries. So they built a breezy, five-minute show around the time-old subject on Philadelphia's WFIL. Weather oracle Roy La Plante blends forecasts for the vicinity, aviation weather bulletins, curious weather trivia, odd happenings the weather has occasioned, winds up with subtle reminders that Exide Batteries can withstand all kinds of weather. To plug the program: All service stations featuring Exide Batteries display huge thermometers as tune-in reminders. Results: Exide dealers in Philadelphia, southern New Jersey report sales upswing. AIR FAX: Broadcast Schedule: Monday thru Saturday, 7:55-8:00 A.M. Preceded By: News. Followed By: News (NBC). Sponsor: Exide Batteries. Station: WFIL, Philadelphia, Pa. Power: 1,000 watts. Population: 1,935,086 (1940). Advertising Agency: Geare-Marston, Philadelphia, Pa. COMMENT: There is nothing unusual about weather broadcasts. All U. S. radio stations blare out latest temperature readings day and night. But if you have a product whose sales depend on weather conditions, are you taking advantage of a natural tie-up? Dairy Products TWILIGHT TALES Seeking a juvenile program that would supply children with entertainment, at the same time be welcomed by parents and teachers as meeting wholesome requirements, sponsor Knudsen Creamery Company introduced Twilight Tales. Renewal of this story-telling program this year indicates its wholesale reception. To promote the broadcasts, the cooperation of schools, Parent-Teacher organizations, other educational groups was sought and obtained. Their endorsement has played major role in securing a large and faithful audience. Not only have thousands of letters been received from parents, teachers, and educational organizations, but also from the children themselves. AIR FAX: Trained adapter-narrator Elinor Gene tells stories selected from the literature of classic fairy tale writers Hans Christian Andersen, Grimm, etc. Musical backgrounds of appropriate selections help to add interest. Broadcast Schedule: Monday and Thursday, 5:005:15 P.M. Preceded By: Russ Morgan's Orchestra. followed By: Tarzan. Competition: Telephone Hour (NBC-Red); European Round-up. Sponsor: Knudsen Creamery Co. Station: KECA, Los Angeles, Calif. Power: 5,000 watts. Population: 1,496,177 (1940). COMMENT: Since the formation of the National Radio Council on Children's Programs DECEMBER, 1 940 145