Radio showmanship (Sept 1940-May 1941)

Automobiles JOLIET AND WILL COUNTY NEWS Leaving the world and national scene to competitive news broadcasts, this news show cuts its own small slice of the world's news — happenings in Joliet and Will County. Nearly four hours before the local newspaper is on the stands, the local headlines, gathered by station WCLS's own news department, are reported over the air. From the start, back in January, 1938, sales swelled from 25 to 40 new units per month. Personal messages by the sales representatives used from time to time acquaint potential buyers with individual salesmen, pave the way for personal contact. AIR FAX: First Broadcast: January, 1938. Broadcast Schedule: Monday thru Saturday, 12:15 12:30 P.M. Preceded By: Noonday Bandstand. Followed By: Ten Pin Chatter. Competition: Woman in White (NBC dramatic serial); Tunes and Tips; Voice of Romance. Sponsor: Henneberry Buick Company. Station: WCLS, Joliet, 111. Power: 250 watts. Population: 42,993. COMMENT: Specialization is the modern trend — in medicine, motors, men's wear. And now in news ! Preceded By: Musical Clock. Followed By: Log Cabin Gang. Sponsor: Quimby Baking Co., Uhrichsville, Ohio. Station: WWVA, Wheeling, W. Va. Power: 5,000 watts. Population: 61,659. COMMENT: Program seems particularly adaptable to a new product that needs trade name build-up. (See What the Program Did for Me, page 150.) On the job every afternoon at 5:35 when the big TWA transport lands is Amarillo's (Texas) inquiring Sky Reporter Earl R. Strandberg. He is seen interviewing Charles "Andy" Correll, of the famous radio team, Amos and Andy. Bakeries LUCKY GONG CONTEST It's news when a listener sits through a program just to hear commercials. An interesting variation of the cooperative show, Add 'Em Up, is singlesponsored Lucky Gong Contest. After first musical number, the "Lucky Gong" is sounded. From then to program's end, listener must count the number of times "Holsum" is mentioned. To everyone sending in the correct total {and a Holsum bread wrapper!) goes a set of teaspoons. Sponsor Quimby Baking Company awards anywhere from three to 35 sets daily. Average: 10 per day. Sponsor harvest: Direct mail response zooms upward. Sales, checked by bread wrappers turned in, increases at similar rate. Two hundred or more bread wrappers, received daily in letters, show many new customers obtained in low volume Quimby Bread selling areas. Show was plugged by an insertion in every bread package. Grocers also pasted them on store windows. AIR FAX: Silver-voiced Bill Jones yodels old song favorites aimed to appeal to middle-aged housewife. First Broadcast: May 2, 1940. Broadcast Schedule: Monday thru Friday, 9:00-9:15 A.M. Automobiles SKY REPORTER When big TWA transport plane "Flight 2" nose dives onto the Amarillo (Texas) airfield every afternoon at 5:35, up soar sales for Walter Irvin, Inc. (Ford, Mercury, Lincoln-Zephyr distributor). The tie-up? It's a radio program. Each afternoon, mike in hand, KFDA's Sky Reporter quizzes visiting bigwigs at the airport; each evening at eight o'clock Mr. and Mrs. Radio Listener, in easy-chair comfort, hear the transcribed interviews. Since program's start back in November, 1939, sponsor Walter Irvin, Inc. attributes half of car sales to Sky Reporter listeners. Not merely depending on human love of travel or interest in notables, astute sponsor constantly showmanizes his program with contests, prizes for best program comments. Merchandising tie-ins: Placards placed inside salesmen's cars, newspaper ads, publicity stories about celebrities interviewed. AIR FAX: Sky Reporter asks passengers' names, where they are from, destination, type of business, hobbies. First Broadcast: November 1, 1939. Broadcast Schedule: Daily, 8:00-8:15 P.M. Followed By: News. Competition: Walter Winchell (NBC); Ford Sunday DECEMBER, 1940 153