Radio showmanship (Sept 1940-May 1941)

PROOF 0' THE PUDDING Results from radio programs, based on sales, mails, surveys, long runs, the growth of the business itself. FUEI (Others) ADD 'EM UP Cooperative sharing of expense in radio as in any other business reduces costs for the individual advertiser and, usually, without sacrificing results. For the large local merchant who hankers for, but cannot afford, a high calibre show with network talent and setup, the electrical transcription (ET) may be the answer. Here, cost of nroduction is divided among as many as 200 local advertisers throughout the country. For the small local merchant who desires effective advertising but thinks he cannot afford radio at all, the participating or cooperative program (one program shared by a number of sponsors) presents possibilities. N ecessarily, a half-hour cooperative show, boosting the products of perhaps six sponsors, will contain an average of one commercial per five minutes. Difficult to find is a program idea that allows each sponsor its full share of commercial time and still sustains listener interest. One such rarity is station WROK's Add 'Em Up, which holds the audience glued to the radio from the first to the last word, commercials and all. Method: Listeners must add up all numbers mentioned on the program, lor example, in an address such as 513 Blank Street, they will add five, one, and three for a total of nine. All numbers mentioned in addresses, phone numbers, and prices totalled in this manner. A pair of theater tickets L:oes to each ot the first 10 correct totals for each ii gram. 50 pairs ot ticki iwarded weeklj . /// addition: A one dollar cash award Lroes daily to the listener submitting with his Add 'I. m Up total the best decorated entrj playing up one or all ot the SpOnSOn. 'To the hest entry tender of the week goes five dollai d pri/e of $50 is presented to the hest flit l \ sender during the 13 week Miles. II, ml: Some 25,000 en' ri last January. No hastily scribbled post cards are turned in, but elaborate pillows embroidered with sponsors' names, handcarved plaques, miniature model homes, etc. At series' end (13 weeks) station WROK invites sponsors to studios to see entry display. Current exhibit consumes space on four large tables and five easels. At the beginning of the new series, each sponsor is supplied with a window card reminding patrons of the program. Station runs an advertisement in the local papers listing contest rules and co-sponsors. AIR FAX: Commercial announcements are sandwiched between musical numbers. First Broadcast: January 15, 1940. Broadcast Schedule: Monday thru Friday, 9:30-10:00 A.M. Preceded By: Town Crier. Followed By: Women's Forum. Sponsor: B & B Fuel Co. (Others: Hicks Coffee Shop, Wilson Electric Co., Rockford Dry Goods Co., Hart Oil Co., etc.) Station: WROK, Rockford, III. Power: 1,000 watts. Population: 85,864. Cost: To each sponsor, #15 per week. COMMENT: Note to the small businessman: Don't conclude that radio is too expensive for you, without first asking your local radio station about the price of a cooperative show similar to Add 'Em Up. Typewriters MUSICAL PROGRAM Chief appeal of quiz shows is chance to get something for nothing. Thrifty sponsor Southern Sales and Service lifted the appeal, left the quiz out. Their give-away: With each typewriter sold, regardless of price, new or reconditioned, they offered free typing instruction course in recognized Swayze Secretarial School. Upshot: 40% sales increase since program's start March 31, 1940. AIR FAX: Going on the air on day when workers are home (Sunday), show features popular recordings, offers specials on typewriters. First Broadcast: March 31, 1940. Broadcast Schedule: Sunday. 10:00-10:15 A.M. 1'iticdcd By: Dance recordings. Followed By: Dance recordings. SpotUOri Southern Sales & Servi..Si.ttion: KONO, San Antonio. Tex. /'on, r. 250 watts. Population: 2U, 542. COMMENT: Premiums are tricky. 'Their pos sibilitj ot catching on with the public is difficult to forecast in advance. No such gamble is Southern Sales \m> Service's offer. Certainly, anyone who buys a typewriter but can't type would want a free instruction course. 152 RADIO SHOWMANSHIP