Radio showmanship (Jan-Dec 1941)

THE READERS WRITE HELLO, MA! To Edward M. Kirby, director of public relations. National Association of Broadcasters, who has been appointed to the Radio Division of the United States Army, we recently sent an inquiry regarding the part that the local radio sponsor and station can play in the Army recreation program. We were particularly interested in locally-sponsored programs originating at the camps, recorded, and sent back to the station for re-broadcast ; the kind of programs that featured informal messages from the trainees to their friends back home. Here is the answer. — Ed. I think you will find that the present policy of the Army with reference to broadcasts include both local as well as network originations, and also include the use of recordings of interviews with local boys at distant camps, prepared for broadcast over the local station. This is in line with the thoughts expressed in your own letter of December 6. Final determination with such local originations, we understand, rests with the Commanding Officer of the Army camp. Certain policies with reference to program material and endorsement of either the product or sponsor by Army personnel or the War Department are necessary prior to receiving clearance for such broadcasts. Army regulations prohibit the endorsement of any product by any of the Army personnel. If, therefore, a commercial program desires to be broadcast from an Army post, 38 EDWARD M. KIRBY care must be exercised that in no way shall the inference be made that the product or sponsor has received the official sanction of the War Department or the Army. The sponsored program is simply placed at the position of broadcasting from the Army post in its usual fashion, without particular reference or advertising tie-ins which might violate the existing Army policy. Edward M. Kirby Director of Public Relations National Association of Broadcasters Washington, D. C. A NEW SLANT ON NEWS (Continued from page 14) Here's another reason that I believe accounts for the program's success. It is under constant surveillance. The daily "policing" is never relaxed. Two homemakers, an agency representative, and at least one official from the Atwood Coffee Company check the program with care. They do more than just listen. They have handy a scratch pad and pencil. Notes are made on diction, tempo, balance of one item against another, etc. The only reason any advertiser uses the radio is to sell his product. If he were spending his money on newspaper space, he'd get the most for his money by putting a specialist on the job of preparing the copy. He'd hire the best artist and layout man that his budget would afford. He should do the same thing with a newscast, but, unfortunately, this does not always hold true. Naturally, it costs more to do it this way. But the sponsor who will pay such a cost will get every penny of it back in dividends. We know what we're talking about. This particular program has done exactly what we predicted it would. It has diverted tremendous numbers of listeners to WTCN. In turn, these new listeners have shown their approval for Atwood's Coffee by buying ' more of it. In other words, we have again proved that hackneyed axiom of Emerson's, "Build a better mousetrap, and the world will beat a path to your door." We have no copyright on the success of this program. It'll work for anybody anywhere. Try it and see! RADIO S H OWMANSH IP