Radio showmanship (Sept 1940-May 1941)

Groceries INTERNATIONAL KITCHEN After 10 years of broadcasting the favorite dishes of all nations on several Pacific Coast radio stations, popular Gladys Cronkhite and her International Kitchen came to San Francisco in January, 1939, to form a fifteen-minute program. One year later, the show was extended to half an hour. In its very first month, International Kitchen drew 1,090 letters without any special offer or contest. The next month, program climbed steeply to pull a total of 1,596 letters. Last October was tops as a letter-puller, with 4,893 letters to the program's credit. Furthermore, 1940 figures reveal double and triple increases over the same period the previous year. AIR FAX: Miss Cronkhite's recipe for a successful program includes: authentic information on modern, scientific methods of preparing appetizing dishes of all nations, news of home entertainment, fashions, clever party plans, novel table decoration schemes. She seasons the solid matter of the program with chatty comments and selections by NBC organists and pianists; adds consistency with advice on wise methods of purchasing table products and planning of balanced menus. To vary the program, Miss Cronkhite occasionally interviews people with a story to tell in the home economics field. Among those who have appeared on her program: restauranteur George Rector, research scientist Dr. Alice G. Hill, and an Alaskan miner who told of his sourdough cooking method. Broadcast Schedule: Monday thru Friday, 8:30-9:00 A.M. Preceded By: The O'Neills (NBC dramatic serial). Followed By: Adopted Daughter (NBC dramatic serial). Competition: Romance of Helen Trent (CBS dramatic serial); National Farm & Home Hour (NBC). Sponsor: Northwestern Yeast (makers of Maca yeast). (Others: Soil-Off Mfg., Scott Paper Co., Frank Food Co., Western Wax, Dr. Phillips Co.) Station: KPO, San Francisco, Calif. Power: 50,000 watts. Population: 629,553 (1940). COMMENT: Read the RS Air Analysis, Step Into My Kitchen, (Radio Showmanship, Sept., 1940, p. 18) for another story of a successful kitchen show. With the proper personality directing the program, with the right merchandising behind it, with theme and coherence, kitchen shows enjoy an enviable listener acceptance. Mens Wear TRUE STORIES OF THE NEW YORK STATE POLICE On October 1, 1934, this local counterpart of Gang Busters, minus the blood and thunder, debuted on Rochester's (X. Y.) WHAM. Five years later, (March, 1939) Boxd Clothes, Ixc. stepped in as sole sponsor. At one time, they boldly asked the public over the air if the shows should continue. Affirmative replies numbered 2,995. Bond's have maintained sponsorship ever since. Straight commercials tie in with sponsor's newspaper advertising. AIR FAX: Dramas are lifted from the files of the New York State Police. Excepting law enforcement officers involved, all names used are fictitious. Broadcast Schedule: Thursday, 7:30-8:00 P.M. Preceded By: Tracer of Lost Persons (NBC drama). Followed By: Pot O' Gold (NBC). Sponsor: Bond Clothes, Inc. Station: WHAM, Rochester, N. Y. Power: 50,000 watts. Population: 328,132. SAMPLE SCRIPT AVAILABLE. COMMENT: Advantages of walking in on a "grown up" show: Ready-made audience awaits sponsor's messages; sponsor does not risk time and money on a show whose pulling power has not been put to the test. (See What the Program Did for Me, page 150.) Music Stares MAJORING MUSIC Quiz shows have to be good, or they don't last. Letters containing questions (potential cash winners!) are solicited, pull response, give sponsor good check of program's appeal. In New Orleans (La.) joint sponsors Werlein Music Store and Philco Radio Company air a musical quiz show that's running in its second 13-week series. Testimony to show's outstanding success is mail pull from 30 odd states. Prizes per program: Two Philco radios, several cash awards to studio audience; all questions used net cash award to senders. AIR FAX: Four contestants vie for prizes^ on each show, which is conducted by the "Maestro." Broadcast Schedule: Sunday, 7:30-7:55 P.M. Preceded By: Elmer's Jingle Jamboree. Followed By: Elmer Davis (CBS). Competition: Sherlock Holmes (NBC-Red); One Man's Family (NBC-Blue). Sponsor: Werlein Music Store, Philco Radio Company. Station: WWL, New Orleans, La. Power: 50,000 watts. Population: 458,762. COMMENT: To pull the maximum audience in a show of this type, select questions that appeal to the average person. Don't get too technical! DECEMBER, 1940 155