Radio showmanship (Sept 1940-May 1941)

Record Details:

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Thirty -four years old, versatile Jeffrey A. Abel has packed more activity into his life than many a man does with 60 years behind him. For the past 10 years he has been radio director of the Henry J. Kaufman Agency in W ashing ton, D. C. Before getting into advertising, he held the position of foreign exchange teller in one of the local banks for six years. When he left Maryland University in 1925, he served Uncle Sam as a rodman in the Geological Survey. No business burr ower despite his packed career, Abel is married, has a son two and a half years old. Likes to putter around the house and garden and sneak in an occasional game of golf. Takes both still and moving pictures, and is known to have one of the most photographed babies in the world (quote Mrs. Abel). He had his own Amateur "Ham" license and can still pound a key and repair the simple sets. He's also a member of Harmony Lodge No. 17 F.A.A.M. weeks of continuous broadcasting. The Lucky Regal Hour, as it is known today, has changed considerably. However, Art Brown of Rise and Shine fame at WOL, the local Mutual outlet in Washington, continues as the "messer" of ceremonies. A special theme song was written, sung, and recorded by Betty and Buddy Arnold of Nnv York. It is used as an opening and closing signature. We went to all this trouble, because a theme gives the first impression of a show. Often it is the difference between keeping a listener and having him switch to another station. We wanted to make ours a good impression. After a short opening nun iti( rcial in which the station announcer introduces Art Brown and outlines the program Schedule, Brown takes over with a warm and cordial greeting to his listeners if he is in the mood, or if he is tired and sleepy, he lets them know it and \v;,rih tiiem that anything is liable to happen. The informality of the entire program is a prime faCtOI in its BUI I I \\Y needed a contest to prove to Pat Regal that we had an audience. So several of the larger movie chains were contacted and guest tickets obtained, 200 in all, every Sunday. We started a Musical Mystery Contest and offered a pair of movie guest tickets to the first ICO correct answers received. Only one selection was played on the Hammond organ by Art Brown, and then listeners were required to name the title. Simple! Effective! Mail response has never dropped below 500 a week, and many weeks brought in as many as 1,500 pieces ! The sponsor mails the movie guest tickets to the winners with a form letter which pictures a caricature of Art Brown and Pat Regal and a suitable congratulatory message. Last minute news is given midway in the program by the station announcer. This is followed immediately by a red-hot special on sale at the Regal Clothing Co. Monday only! A total of three commercials are used in the entire hour program, and they average only a minute in length. The station's telephone number is mentioned throughout the show. The listeners are asked to call in any birthday, anniversary, or lost pet announcements. Three operators are required to handle the calls during the hour. It's a lucky Sunday morning for the listener! Recently, we started a Lucky Silver Contest, in addition to the Musical Mystery Contest! Five silver dollars are awarded to the person whose name is selected from the city directory. A large wheel is spun three times during the program to pick the selection, page number, and listing in the directory (a la Pot O' Gold). After the person's name is announced, he has to call the station within 15 minutes and then identify himself at the store the following day to collect his five silver dollars. Only once during the past 26 weeks have we failed to be called by the proper person! Who says we don't have an audience ? In addition to the latest recordings, Art Brown plays a number of selections on the Hammond organ, and many times he will play •the organ right along with a popular Cording, a novelty that always brings comments. Being sports minded, Pat Regal, from time to time, has personally interviewed outstanding baseball, football, basketball, hockey, and goli st. ns on the program. Announcements of all major S1,l,ts events are given without charge, l-ast fall, an effective tie in was made with the players on the Washington Professional football team, \tter every home game, ;t 88 RADIO SHOWMANSHIP