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Beverages
PARADE OF ALL NATIONS To timid prospective radio advertisers who flirt with the idea of a five or fifteen-minute spot on the air, The Brewing Corporation of America's new program — two and a quarter hours in length — comes as a concentrated tonic.
To promote the show, some 3,000 letters were sent to Cuyahoga County beverage dealers urging them to be ready to capitalize on the program by stocking up on the sponsor's product (Carling's Ale).
Popular WCLE emcee Lew Henry really know^s the background facts on Carling's Ale. He made a complete tour of the brewery, where he amassed facts for commercial material. He continues to concentrate on dealers in foreign sections by periodic, informal visits.
AIR FAX: Originating in a typical American melting pot (Cleveland), program seeks to please all of the people with a series of recordings ranging from swing to classics, starring a variety of folk melodies to appease every member of every nationality. Struggles of announcer Henry with pronunciations of foreign song titles amuse listeners, win him the sobriquet, "The Polka King."
Broadcast Schedule: Saturday, 3:00-5:15 P.M. Preceded By: Hotel Cleveland orchestra. Followed By: News (MBS).
Competition: Southwestern Serenade (NBC); Time to Take It Easy (CBS).
Sponsor: Brewing Corporation of America, for Carling's Ale.
Station: WCLE, Cleveland, Ohio. Power: 500 watts. Population: 878,429 (1940).
James Bohannon, advertising manager of the Brewing Corporation of America (with arm extended) shows announcer Lew Henry of station WCLE, Cleveland, how Carling's Ale is inspected for purity and cleanliness. A strong light shines through the freshly-capped bottles as they pass along the conveyor. Announcer Henry thoroughly absorbed this and many other pertinent facts and uses this background information when he adlibs on the radio program.
COMMENT: The unusual length of this show is really something worth talking about (especially to impress dealers). Smart sponsors Brewing Corporation of America thought so too!
Women's Wear
RIGHT OR WRONG To seasoned radio time-buyers one primary criterion of a successful program is its power to pull consistent traffic. Sponsor Mart, Inc., found the answer three years ago when they put on a quiz show with a novel twist, awarded weekly 100 double guest theater passes to be collected at ALart, Inc.
Second criterion: Mail pull. Right or Wrong's customary count wavers around the 1,000-mark weekly.
Here's the twist that makes this quiz show different: Announcer Ralph Powers directs his questions not to five or six people selected from the studio audience but to every listener at home.
Powers asks 20 questions; listeners check questions right or wrong, mail their answers
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RADIO SHOWMANSHIP