Radio showmanship (Sept 1940-May 1941)

a year ago, parents and educational organizations have become increasingly aware of their potential influence in the selection of juvenile radio programs. With this awareness has come active resentment of sensational terror and thrill programs for children. Outstanding, then, is the program that has won the approval of parents and educational groups without sacrificing audience entertainment value. AIR FAX: Broadcast Schedule: M. Saturday, 11:45-12:00 Six carefully selected juniors from Omaha schools gather 'round the table for a lively discussion. Groceries JUNIOR ROUND TABLE Every Saturday morning a Yellow Cab draws up before the homes of a selected number of Omaha boys and girls of grade school age. They are driven to station WOW by cabman James Grant, who delivers them safely into the hands of the station's ace air emcee Lyle De Moss. For half an hour or so De Moss helps the youngsters get acquainted with the radio station and each other. Then on the air the group goes in an unrehearsed, friendly round table conference. The juniors, who are picked by the school authorities, discuss anything of local or national interest. De M<»ss finds that by gaining the confidence of the youngsters, aged 8 to 12 years, and keeping them in an easy frame of mind. they talk fluently, show they are broader in their thinking and interests than one would expect. (In order to allay parental worries as to transportation safety, regular cabman James Grant was interviewed on the pro .»f his transport.! tion. plugged Yellow Cab.) Proof of pro gran is sponsor I wcli Sam Break : I ood's continuance of ihow since its into, 1938. Preceded By: News. Followed By: Dance Rhythms. Sponsor: Uncle Sam Breakfast Food Co. Station: WOW, Omaha, Neb. Power: 5,000 watts. Population: 214,006. Agency: Bozell & Jacobs, Inc. COMMENT: This semi-institutional program was designed to build acceptance of Uncle Sam foods through direct association with the children of the community, the PTA organizations, and the city schools. No attempt is made to commercialize the program strongly, the sponsors bearing in mind the "long haul" objective of good will and public acceptance, an important merchandising factor that can be built faster, stronger with radio than any other media. Drug Stares FIVE YEARS AGO TODAY Here's a show that gyrates around a unique promotion theme — the number five. Opening with five salutes, featuring five outstanding values, lasting five minutes — Five Years Ago Today hammers home the super-fact: Five Economy Drug Stores! Ingenuity does not end with a good idea. Clever presentation puts it over! The five salutes emanate dramatically from a "cannon"; an announcer tones emphatically, "Five Years Ago Today." Two announcers then report staccatically events of local interest — five years ago today. In the middle of the show comes the five outstanding values reported by the two announcers. Economy Drug Store windows tie in with the show, playing up the five values of the day and the radio program. AIR FAX: In the files of your local newspaper will be all the material you need on happenings Five Years Ago Today. Broadcast Schedule: Monday thru Saturday. Sponsor: Economy Drug Stores. Station: KARK, Little Rock, Ark. Pomcrt ">.000 watts. Papulation: 81,679. SAMPLE SCRIPT AVAILABLE. COMMENT: Don't he deceived by the simplicity <»t /, Yean Ago Today. It points out a formula for radio smvess: Select the super tait you want to put aeross : then hammer it on the public's mind with drumlike persistence in various ways. It's never failed vet! 146 RADIO SHO WM A NSH I P