Radio showmanship (Sept 1940-May 1941)

information is presented by the "CM' Timer" in a friendly, folksy manner. Sponsor Hyde Park Breweries (St. Louis, Mo.) sends a case of beer for the best "whopper" of the day. From time to time, listeners who report an unusual catch are invited to appear on the program. Program fish facts: Use of various rods, reels, other fishing paraphernalia; good locations. AIR FAX: Sponsor: Hyde Park Breweries Assn., Inc., St. Louis, Mo. Station: KWOS, Jefferson City, Mo. Power: 250 watts. Population: 26,200. Agency: Ruthrauff 8C Ryan, Inc. COMMENT: Definitely a seasonal promotion, but if it fits your product, it sells it! Books FISHERMEN'S CORNER Up from the streams and waters in the Rochester (N. Y.) area comes oldtime fisherman-author Ferd Lomb each Thursday night to broadcast on station WHAM the results of his hunt for anglers' paradises. Lomb does not stop with strategic angling spots ; he's ferreted out where to get the best boats, bait, sleeping quarters. Who's the sponsor? He is. Last July, his 1940 Fishing Guide was in its second edition, on sale at sporting goods stores, city newsstands for 25 cents. During the program, he sells the smart booklet that gives a whale of a lot of information, provides fishing maps singling out teeming bass, perch, or muskie waters around Western, Central New York state. Interest lipped considerably when Lomb introduced the "Liar's Contest," awarded a Taylor Fishing Barometer to the fisherman lending in the best fish story oi the week. Program theme soul:: Tint, Little Fishes. AIR I AX: BmadcaM Schedule: Thursday, 6tlS«6t)0 P.M. SpOHSOl I I <t<1 I ombi SUtiOBI WHAM. Ro.h.-.t.-.. N ^ /'.... ,-r: 50,000 wait*. PoptdsHom 157,669. COMMENT: A program devoted to one sport is bound to have a limited audience, but count on it for steady listening, good response to commercial messages. Groceries PANHANDLE ON PARADE A peregrinating program is Panhandle on Parade, which originates in the high school auditorium of a different town in southern Texas each Sunday. Two KGNC announcers deliver a rapid eulogy of the host city, scan agricultural resources, sources of income, etc. Honor guest is the town's mayor, Chamber of Commerce Secretary or other bigwig official, who delivers a three-or four-minute talk. During the remainder of the program, the audience raises its voice in community singing, the emcee responds with a solo. Three or four audience guests are interviewed, receive a pound of sponsor's Golden Light Coffee. As the program moves from town to town, it is always assured of an auditorium audience of some 400 people. No magic involved, but tried and true joint promotion of local Chamber of Commerce and Golden Light Coffee Co. Placards are prominently displayed in each town prior to the broadcast. Local newspapers trumpet the program with special articles; station KGNC plugs continuously. In some cities, the Chamber of Commerce mails invitation cards. Simultaneous with the advance program promotion in each town is the merchandising of sponsor's product by special representatives, who cash in on the boom with extra sales and prominent product displays. AIR FAX: First Broadcast: Feb., 1941. Broadcast Schedule: Sunday, 4:30-5:00 P.M. Preceded By: NBC Dance Band. Followed By: The Catholic Hour. Competition: The Shadow. Sponsor: Golden Light Coffee Co. # Station: KGNC, Amarillo, Tex. Power: 2,500 watts. Population: 5 1,792. COMMENT: For the sponsor who seeks to build his product in small neighboring towns. Panhandle on Parade, with its appeal to civic pride ami its cooperation from local news paper, Chamber oi Commerce has much to offer. For sponsor comment, see ll'hat the Program Di<l for M<. p. 148. 150 RADIO SHOWMANSHIP