Radio showmanship (Jan-Dec 1941)

Further, we judiciously employ the use of colloquialism. To us a jail can be a "clink," "bastile," or "hokey-poke." Police officers are "The Law," "gendarmes," or just plain "cops." The one thing to bear in mind in connection with the use of slang terms in radio is that they should be used as sparingly as salt in a cake. Too much can spoil the batter. None leaves the taste flat. Our "woman's page" consists of a market report which is provided by the largest fruit and vegetable distributor in the city. Each morning, he calls with the information as to the best fruit and vegetable buy of the day. Tied to this is a recommendation for its use, or a recipe. If, for example, the market is loaded with grapefruit, we plug it and then suggest that the listening housewife serve baked grapefruit. We follow with a concise recipe for its preparation. A home economist prepares recipes in advance. These are kept looseleaf, and as the various fruits and vegetables appear they can be incorporated into the program readily. To merchandise this feature of the program, we had a series of small blackboards prepared. Across the top is a headline, "The Atwood Radio News Recommends Today's Best Buys." Then, there is plenty of space for the grocer to chalk in the items and the prices. On the bottom of the card is a reproduction of our coffee can and a price spot. These blackboards have been installed over the fruit and vegetable bins throughout the territory. Grocers are eager to have them put up. What's more, they listen to the program themselves so they'll be ready to serve the women who come and ask for "today's special." Through the cooperation of the leading film producers, advance showings of all the top pictures are scrutinized. On the day that a picture opens in the "loop," it gets a sendoff. A movie is never criticized. The exhibitor is in business to make money just as we are. There's no use condemning his show if we don't happen to like it. Better to say nothing than to carp. The "comics" are embodied in the tagline. We sign off each day by saying: "And that's about all for today except for this:" (and then pop with some pert saying, for example) "the biggest mystery to a married man is what a bachelor does with his money." Time and temperature are given every two minutes or as close thereto as possible. I admit that frequently a long story can To chubby-cheeked, broiun-haired ad manager Miles Tod Williams, newswriting is no new venture. Six years ago he was with the old Minneapolis Journal, left the Fourth Estate to join the Hutchinson Advertising Company, agents for Pillsbury Flour, other big-time accounts. The Hutchinson-to-Atwood switch took place last year, gave Williams a chance to show his wares and concentrate his merchandising ideas on a single product, an opportunity to learn the fine art of coffee-tasting from Atwood's husky, publicity-shy president, veteran coffee connoisseur W. W. fVilcox. Thirty-five year old newscaster Williams has been in front of a microphone off and on since his agency days, takes no voice lessons, teaches himself by listening to network experts. He has two children, Gregory, 14 years old, and Virginia, 11. On October next he and Mrs. Williams will celebrate 16 years of ivedded bliss. Addicted to tweedsy suits, brown brogue shoes, pudding desserts, Williams wakes at 4:10 A.M. daily except Sunday, shuts off the alarm clock (which is set for 4:20), drives to studio (12 minutes) to prepare script from INS despatches as they come off teletype at WTCN. Three hours later he goes on the air with his version of the news. By 8:30 he's at his desk at Atwood's enjoying his second cup of morning coffee. For diversion: Oil painting. not be successfully interrupted for this service, but the frequency of this feature is important. Above all, emphasis is laid on keeping the commercial copy short and interesting. Too many advertisers feel that they must clutter up their program with talk about the product. Many local shows have been clocked, using from three to five minutes in a quarterhour period to "sell the stuff." We lean just as heavily the other way. Including the opening announcement (10 words) through the close (14 words) we insist on a maximum of 50 seconds. C/r/> The one short plug for the product is put in the middle of the program, and I deliver that myself. Does it sell Atwood's Coffee? You can bet your sweet life it does! (Continued on page 38) 14 RADIO SHOWMANSH IP