Radio showmanship (Jan-Dec 1941)

Tobaccos TOBACCO MARKET BROADCASTS Within 50 miles of the three greatest tobacco manufacturing plants in the world, plants producing 65% of American cigarettes, is situated The Reidsville Tobacco Market. Not content to rest on its ideal location, Reidsville was the first market in this highly competitive area to use radio as a method of attracting tobacco raisers. It has during the past six years regularly increased its radio budget — and as a result, its business transactions. Promotion stutit: In honor of the tobacco raisers, a picnic is held every year. (Special display cards and post cards are used to plug the program.) AIR FAX: Starting in the early fall, programs continue until the end of the tobacco market in January. This year's radio appropriation: Two spot announcements, daily; 15-minute noonday news, daily; a special Friday program. The Ole' Professor. Previous to the opening of the sale season, THE REIDSVILLE MARKET conducts a series of broadcasts giving advice to growers and curers of tobacco. From the Department of Agriculture and other recognized, reliable sources comes the information for these programs. Opening day of the sales auction is broadcast directly from the market. Farmers are called to the mike. Said one: "I'm the happiest man on this warehouse floor; I've Just sold 2,200 pounds of tobacco for an average of 31 cents." During the sales season, the market broadcasts the daily schedule of sales, actual sales and prices, outlook for the present and following day. Secretary W. S. Mason conducts the Friday program, The Ole' Professor. Broadcast Schedule: Spot announcements, daily, 6:15 A.M., 6:15 P.M.; daily news, noon; The Ole' Professor, Friday. Sponsor: Reidsville Tobacco Market, Reidsville, N. C. Station: WBIG, Greensboro, N. C. Power: 5,000 watts. Population: 53,569. COMMENT: For sponsor comment, see PFhat the Program Did for Me, page 26. Optometry (others) GOOD MORNING, NEIGHBORS Every merchant has a certain group of merchandise that he calls staples. Radio's staples are early morning participating shows. In Spokane, Wash., Good Morning, Neighbors has been on the air uninterruptedly since 1931. Furthermore, practically all of the present spon sors have been on the program from three to eight years! In a KFPY survey of their five largest unsolicited mail-pulling program, Good Morning, Neighbors stacked first, took 48.2% of the total. Despite the early hour, women's organizations in a body have attended the studio broadcast, helped entertain with community singing. AIR FAX: On casual observance, this oldtimer, with its sunny round-the-breakfast-table banter, philosophy, weather reports, time signals, anniversary announcements, might appear run of the mill. Claim to distinction is the quality of the music rendered by two of the tegion's finest performers, Norman Thue at the organ, Del Yandon at the piano. First Broadcast: May, 1931. Broadcast Schedule: Monday thru Saturday, 7:157:45 A.M. Preceded By: News. Followed By: Roving Hillbillies. Competition: Josh Higgins (NBC dramatic serial); Financial Service (NBC-Red). Sponsor: Poux Optical Co. (Others.) Station: KFPY, Spokane, Wash. Power: 5,000 watts. Population: 115,514. SAMPLE SCRIPT AVAILABLE COMMENT: Hard to find is a radio station without its early morning show. Good Morning, Neighbors has pointed out one way to lift these shows above the average — able musicians. Women's Wear GRAYSON'S PRESENTS Always the backbone of radio, musical shows continue to pull new sponsors, hold old ones. Successful oldtimer: Back in 1934, Grayson's Shops (popular priced dresses, women's furnishings) went on the air with a 15-minute recorded musical show. Since that time bands and tunes have faded, but Grayson's Presents continues to be an outstanding KONO program. It has delivered a steady stream of sales to the sponsor for six (6) straight years without any stops. AIR FAX: Program features recordings of all popular dance bands. Broadcast Schedule: M-W-F, 9:00-9:15 A.M. Preceded By: Morning Merry-Go-Round. Followed By: Popular music. Competition: Houseboat Hannah (NBC dramatic serial); Hymns of All Churches. Sponsor: Grayson's Shops, Inc. Station: KONO, San Antonio, Texas. Power: 250 watts. Population: 231,542. COMMENT: Popular with the ladies at all times is music. Once having found that this type of program had appeal, smart sponsor Grayson's Shops established its messages in listeners' minds with continual repetition. See What the Program Did for Me, page 26. JANUARY, 1941 35