Radio showmanship (Sept 1940-May 1941)

[t is greatly enjoyed and appreciated by the Poles, who love their traditional polkas and obereks. Another city has many people who love good symphonic music. A transcribed program presenting the nation's finest symphony orchestras here commands one of the largest nighttime audiences in the history of the station. A savings and loan institution wanted to build itself up as one of the old, reliable business firms of a particular community. So an astute advertising man conceived a halfhour program presenting local talent. Large school and college choral groups went to the firm and presented radio concerts directly from the lobby. The programs were duly impressive, the popular interest tremendous. A vox pop program, broadcast directly from the lobby of a metropolitan bank, and using questions of current interest, commands a large following in one city. Here the sponsor has cleverly had the broadcasting company install a "'travelling mike," and when time for the commercial announcement rolls around, the announcer just walks behind the scenes at the bank — into the tellers' cages, into the safe-deposit vault — and all over, constantly chatting in a friendly manner and indirectly selling the radio audience on the bank's services. He talks with the employees, the clientele, the visitors, everyone within range of his travelling mike. His daily trip around the bank is an interesting experience for thousands of radio listeners. These are just a few examples of ways in which financial advertisers are using radio. Because you can skillfully weave your own advertising into any kind of a program, be it educational, entertaining, or any type, a limitless held lies open. There are plenty of good ideas waiting for someone to try them out. One thing is certain, and we can't repeat it too often — when you go into the radio program field, make up your mind to do the necessary promotion work which is a part of successful use of the medium. Every piece of mail you send out should build your radio program. The right organizations and clubs in your city should have it brought to their attention forcefully and regularly. If the program starts out with ten thousand listeners, decide that you're going to try to add a good number at every new broadcast. Every person who comes into your place of business should be made acquainted with your radio effort. These are all spokes in the wheel. The more of them there are. the stronger the promotion, and the greater your success. YOURS for the asking ADDRESS RADIO SHOWMANSHIP 11th at Glenwood, Minneapolis, Minn. SAMPLE SCRIPTS AVAILABLE Automobiles — Mr. Yes and No (see Sept. issue, p. 32). Auto Supplies — Jack, the Tire Expert (see p. 135). Bakeries — Musical Arithmetic (see Feb. issue, p. 72). Building Materials — Homers at Home (see Feb. issue, p. 58). Chiropractic — The Good Health Program (see March-April issue, pp. 110, 112). Dairy Products — Junior Town (see Dec. issue, p. 136). Dairy Products — Young American's Club (see Nov. issue, p. 110). Department Stores — Hardy time (see Sept. issue, p. 35) . Drug Stores — Five Years Ago Today (see Dec. issue, p. 146). Electric Appliances — Prof -it (see Sept. issue, p. 28; Oct. issue, p. 65). Flowers — An Orchid to You (see Sept issue, p. 35). Fuel — Smoke Rings (see Dec. issue, p. 126). Gasoline — Home Town Editor (see Oct. issue, pp. 73, 74). Gasoline — PDQ Quiz Court (see Dec. issue, p. 134). Groceries — Food Stamp Quiz (see Sept. issue, p. 33). Groceries — Matrimonial Market Basket (see Dec. issue, p. 154). Groceries (Wholesale) — Hoxie Fruit Reporter (see Jan. issue, p. 34). Groceries (Wholesale) — Market Melodies (see Oct. issue, pp. 73, 74). Groceries (Wholesale) — Women's Newsreel of the Air (see Oct. issue, p. 63). Laundries — Rock-a-bye Lady (see Feb. issue, p. 47). Milling — Adluh Musical Millers (see p. 149). Optometry — Good Morning, Neighbors (see Jan. issue, p. 35). Shoes — Mr. Fixer (see p. 148). Women's Wear — Melodies and Fashions (see Nov. issue, p. 112). SAMPLE TRANSCRIPTIONS Betty and Bob (see Oct. issue, p. 53). The Enemy Within (see Jan. issue, p. 18). Little by Little House (see p. 128). Pinocchio (see Sept. issue, p. 11). Secret Agent K-7 (see Sept. issue, p. 35). Sonny Tabor (see p. 140). Stella Unger (see Feb. issue, p. 56). Streamlined Fairy Tales (see MarchApril issue, p. 90). MAY 194 1 139