Radio showmanship (Sept 1940-May 1941)

Record Details:

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Hour (CBS). Sponsor: Walter Irvin, Inc. (Ford, Mercury, LincolnZephyr distributor). Station: KFDA, Amarillo, Texas. Power: 250 watts. Population: 43,132. COMMENT: Commercial tie-ins are naturals: "Planes' wings of Mercury," "Mercury automobiles' speed." See What the Program Did for Me, page 150 for an interesting personal reaction to The Sky Reporter by the manager of Walter Irvin, Inc. Dairy Products THE WORD HUNTERS Once their past is revealed, words emerge as meat for interesting radio stories. This educational entertainment feature is penned by Betty Stulla and conducted by her and Bill Stulla. The radio listeners provide the words; 10 are selected for origin-airing on each broadcast. "Frizzy the Calf" is a stock character used by the narrators in tying up the product with the program and adding a touch of comedy to the proceedings. One dollar goes to senders of words used on the show. Golden State Limited (dairy products) started sponsorship July 15, 1940, but show has been aired for past two years. Average fan mail: over 200 letters per broadcast; over 600 weekly. Time has been too brief to determine sales re ults or to conduct surveys for current sponsor. Billboards, mailing pieces, radio column plugs in newspapers, and sponsor advertising in newspapers all combine to make "Frizzy the Calf" the glamor girl of radio. AIR FAX: Broadcast Schedule: M-W-F, 12:15-12:30 P.M. Preceded By: News. Followed By: Club Matinee (NBC). Competition: Stella Dallas (NBC dramatic serial); Myrt and Marge (CBS dramatic serial). Sponsor: Golden State Limited (dairy products). Station: KECA, Los Angeles, Calif. Power I "j.OOO watts. Papulation: 1,496,177 (1940). COMMENT: It education can also be entertainment, an audience it almost assured. Qui/. programs proved tins statement. Word Huntreaffirms it in an entirel) different man ncr. Groceries MATRIMONIA1 MARKET BASKET A this month sponsor ( rIBSON*8 M i vi Markei bought \\ I \ K tii tunc foi .i four week trial period. Design: To attract Yuletide grocery shoppers with special Saturday broadcasts. Today, Gibson's is still broadcasting Matrimonial Market Basket. Every Saturday, right from Gibsox's own super market comes cheerful Gordon Fletcher's interviews with Lakeland (Florida) housewives. Presenting three women per program, Fletcher asks about anything from, "Do you think all husbands like to be babied?" to "Would you vote for a woman for president of the United States?", ending always with the inevitable, "Now tell us, what is it that you like most about shopping at Gibson's?" To each woman interviewed goes a large basket of groceries. Canny emcee never misses the opportunity for a punch commercial: "I notice your basket contains many good things, and I am sure that you'll be especially pleased with that can of Snowdrift. I know that you will find this new, satin-creamed Snow drift aids in preparing better tasting meals. Snowdrift is featured at Gibson's today — a big three-pound can for only 49 cents. Any Lakeland housewife may register for an appearance on the show either at the market or by calling station WLAK. Of show's selling success, the fact that the sponsor bought a four-week show but stayed year is the best testimonial. Reported is Steady business increase. AIR FAX: First Broadcast: December 1, 1939. Broadcast Schedule: Saturday, 9:00-9:15 A.M. Preceded By: Musical Tete-a-Tetc (NBC). Followed /*>: Household Institute. Sponsor: Gibson's Food Market. St.it, on: WLAK, lakeland, Fla. Power: 2 50 wattt. Population: 21»017. SAMPL1 SCRIPT AVAILABLE. COMMENT: Very seldom can a tour-week trial period prove anything. That Matrimonial Market Basket has been an excepl is i tribute to this "man-in-the-store" I ot broadcast, where the increase of store ti ' fie becomes an effective barometer of the i gram's draw ing power. 154 RADIO SHOWMANSHIP