Radio showmanship (Jan-Dec 1941)

PROOF 0' THE PUDDING Results from radio programs, based on sales, mails, surveys, long runs, the growth of the business itself. Amusements HELLZAPOPPIN Sunday night on Broadway, and nine legitimate theaters junked precedent to hold performances, Olson and Johnson's famous Hellzapoppin among them. Business for all was good; business for Hellzapoppin was better. They alone were sold out! Plausible reason: Though all nine had used equal space in New York newspapers, only Hellzapoppin had added an extra kick to the punch — radio! Thrice weekly, the stage show had sponsored a radio musical program with regular commercials. The special Sunday performance had been plugged a full week on the air. AIR FAX: Station: WABC, New York, N. Y. Power: 50,000 watts. Population: 7,346,272 (1940). Agency: Blaine-Thompson. COMMENT: In the past year, local stage and screen theater owners have just begun to rub their eyes, blink at the untried possibilities of radio as a method of promoting their shows. vitation. Sidewalks are almost always jammed at air time. AIR FAX: Clever questioners compose queries to tie-in with the times. Example: During the Christmas shopping season, participants were asked what they wanted for Christmas. To every sender of a question used on the show goes a free garment cleaning certificate. Correct answers from passersby net them theater passes, SPUD and TWENTY GRAND CIGARETTES. First Broadcast: November, 1938. Broadcast Schedule: Monday thru Saturday, 11:4512:00 noon. Preceded By: Parade of Bands. Followed By: Indiana News. Competition: Our Gal Sunday (CBS). Sponsor: William M. Leonard Garment Cleaners. Station: WIBC, Indianapolis, Ind. Power: 1,000 watts. Population: 364,161. SAMPLE COMMERCIALS AVAILABLE COMMENT: Once in a great while, it takes nothing more than a good title to get a program off to a good start. In this case, the title helped to build the announcers into real personalities, thus popularize the show. Department Stares MICKEY MOUSE CLUB This month, mammoth Chattanooga (Tenn.) department store, Loveman's, Inc., celebrates the third birthday of their weekly Saturday program. With the accent on youth, the show invites local, jubilant juveniles to perform, sets their age limit at 10 years. The sponsor views with delighted alarm the average of over 100 offers to perform per week; each show can accommodate a maximum of only 14. So eager are parents to assure their little Deanna's and Mickey's a spot on the program, they write in from small surrounding towns, telephone long distance. Cleaning-Laundry BOY GREETS GIRL In November, 1938, Bill Schingel, the boy; Jane Day, the girl, went on the air to ''clean" the town (Indianapolis) for William M. Leonard Garment Cleaners. Last month, for the second straight year, sponsor gave them the "go" signal to keep right on. System: Boy greets girl every day under the marquee of the English Theater on Monument Circle in downtown Indianapolis. Jane pops the questions to the men passersby; Bill, to the women. Asked to come downtown and meet Jane and Bill personally, listeners accept the in AIR FAX: Presented each week is a complete variety show of songs, recitations, instrumental solos or groups. To "sign up," moppets telephone station a week in advance, describe their act. Enlisting the cooperation of the Orange Crush Bottling Company, LOVEMAN'S celebrated the club's birthday successfully with a studio party. First Broadcast: January 8, 1938. Broadcast Schedule: Saturday, 10:00. Sponsor: Loveman's, Inc. Station: WAPO, Chattanooga, Tenn. Power: 1,000 watts. Population: 119,798. COMMENT: Many farsighted department stores believe in reaching customers when they are young. For another department store's program (Bullocks, Inc., Los Angeles, Calif.), which sets its age limit at 10, see Pf'hoa Bill Club, Sept., 1940, page 31. 32 RADIO SHOWM ANSH I