Radio showmanship (Jan-Dec 1941)

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1 Stella, Screen Stars, Sales 56 An RS Air Analysis Versatile Stella Unger brings local businessmen an on-the-spot program of Hollywood Headliners. Bangor Business Builder 58 An RS Air Analysis The timely story of the house that radio built, sponsored by eight Bangor, Maine, building companies. Showmanship in Action 64 A collection of those extra promotions and merchandising ideas that lift a program out of the ordinary. Showmanscoops 68 Photographic review of merchandising stunts, and the personalities behind them. What the Program Did for Me 70 This is the businessman's own department. Here, the radio advertisers of the nation exchange results and reactions of radio programs for their mutual benefit. Proof O' the Pudding 71 Results from radio programs, based on sales, niails, surveys, long runs and the growth of the business itself. Yours for the Asking 71 A listing of sample scripts and transcription availabilities on programs reviewed in this and preceding issues. Special Promotion 75 Short radio promotions that run but a day, a week, or a month yet leave an impression that lasts the year around. Johnny On the Spot 76 If you use spot announcements, you'll be interested in the news, reviews and tips in this department. Trends 78 A rating of program patterns based on a special and continuous survey of outstanding, locally-sponsored radio programs throughout the country. THE READERS WRITE NEW SLANT For years we have been looking for a book or bulletin that would serve as a guide, or clearing house, of ideas, suggestions, and sales helps suitable for our radio programs and announcements. Radio Showmanship fills a definite need for information of this kind. While we have been on station WSPD (Toledo, Ohio) as a consistent advertiser for over twelve years, starting in a small way and building up to our present program of six announcements a day, (a record that speaks for itself!) we are always on the lookout for a new slant in radio advertising for our retail department, as the bulk of our advertising appropriation goes to this me-, dium. John B. Carson Advertising Director National School of Meat Cutting, Inc. Toledo, Ohio COFFEE QUERY I was very much interested in the article on page 12 of Radio Showmanship, in the January issue. I wonder if you could send me a sample of one of the blackboards distributed by the Atwood Coffee Company in the Twin Cities. G. W. Freeman Secretary Marschalk &' Pratt, Inc. (Marketing and Advertising Service) New York, N. Y. (The samples are on their way, and t€ anyone else interested, they are yours for the asking . . . Ed.) 46 RADIO SHOWM ANSH I