Radio showmanship (Jan-Dec 1941)

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WHAT THE PROGRAM DID FOR MEi This is the businessman's own department. Here, the advertisers of the nation exchange results and reactions of radio programs for their mutual benefit. Address all letters to What the Program Did for Me, Radio Showmanship, 11th at Glenwood, Minneapolis, Minn. Churches FIRST CONGREGATIONAL CHURCH "The First Congregational Church in Battle Creek began broadcasting its Sunday morning service in September, 1930, and has been continuously on the air each Sunday since that time with the exception of the Sundays during July and August. This is the oldest continued broadcast by the local radio station. "Better than half the cost of the broadcasting is met by contributions from church members and church groups. Non-church people are not habitual givers, and consequently, only a few members of the radio church send in contributions. These are rarely for more than one dollar. Nevertheless, during the darkest days of the depression when church income fell below the barest running expenses, we never failed to meet the cost of each radio broadcast through contributions. "Of the many ways in which our sevenday-a-week church serves this community, I place near the top the good done by radio broadcasting. One of my favorite expressions about the Sunday morning broadcast is that 'My good friend, Mike, is the best home missionary pastor that the church ever employed!* "Radio broadcasting is like the poem which begins, 'I shot an arrow into the air.' We never can know the thousands of homes reached. So frequently we are rewarded by knowing that an arrow has reached home that we go before our radio church with the same enthusiasm and high expectation with which we face a church congregation." Carleton Brooks Miller Minister First Congregational Church Battle Creek, Mich. AIR FAX: Beneficial effects of radio broadcasting as outlined by the Rev. Miller: 1) Non-church goers learn about the church, its mission, are attracted to attend. 2) Members of other churches appreciate service when unable to attend church. 3) Regular church members can listen when unable to attend. 4) Old people who are ill are not deprived of church service. 5) People in institutions (hospitals, con valescetit homes, old people's homes) gather 'round the radio in groups regularly. 6) Families having no church affiliation call on the rddio minister in time of serious trouble. First Broadcast: September, 1930. Broadcast Schedule: Sunday, 10:45-12:00 noon. Preceded By: Southernaires (NBC). Followed By: Children's Theater (Michigan network). Sponsor: First Congregational Church. Station: WELL, Battle Creek, Mich. Power: 250 watts. Population: 47,000. Drug Products YE OLD STANBACKER 'This program has been used on station WBRC in Birmingham, Ala., since September, 1936. Because of its popularity both with consumers and dealers in the Birmingham area, it has run consistently without interruption. This consistency has, of course, reflected favorably on our sales in that section." T. J. Mathews District Manager Stanback Company, Ltd. Salisbury, N. C. AIR FAX: Swinging off with Tommy Dorsey's "I'm Getting Sentimental Over You," this show plays hot dance recordings in response to mail requests. Ye Old Stanbacker slips in a subtle statement that all letters containing a STANBACK envelope will be given preference. Mail pull: 50 daily letters. Occasional give-away of tickets for theater, public events pull as many as 500 letters per day. Most recent offer: tickets to rodeo for identifying mystery tune. In a recent telephone survey of 21,000 calls put through, program polled nine out of ten listeners. First Broadcast: September 27, 1936. Broadcast Schedule: Daily, 12:30-12:45 P.M. Preceded By: Musical Galleries. Followed By: Hal Burns Crossroads Varieties. Competition: Rhythm Four, Farm & Family Forum. Sponsor: Stanback Company Limited (makers of headache powders), Salisbury, N. C. Station: WBRC, Birmingham, Ala. Power: 5,000 watts. Population: 259,678. COMMENT: A program doesn't have to be complicated, elaborate, expensive to succeed. Find a show that has a wide appeal, stick with it, and watch the sales go up! 24 RADIO SHOWM ANSH IP