Radio showmanship (Jan-Dec 1943)

questions contributed has been the chief incentive offered for radio listeners. Here is a show that gi\ es the come-on to both groups, keeps listener-interest at the boiling point through the show's last split second of time. Beverages BOWLING When king-pin Coca Cola Bottling Co. put 15 minutes of running description of the fastest bowling league in Parkersburg, W. Va., on the WPAR air lane, sponsor's follow-through put real English on the Coca Cola sales ball. Every bowler who makes a strike receives an ice-cold bottle of Coca Cola. On-thespot chatter with bowlers also net pinsetter sponsor enthusiastic plugs for Coca Cola. Simple as ABC are the results: program not only upped sales of sponsor's product, but also increased bowling fan attendance on Wednesday nights. AIR FAX: During this quarter-hour stint, scores of other leagues are also given. Broadcast Schedule: Wednesday, 8:30-8:45 P.M. Followed By: Local Variety Show. Sponsor: Parkersburg Coca Cola Bottling Co. Station: WPAR, Parkersburg, W. Va. Power: 250 watts. Population: 31,000. COMMENT: Always popular with sports fans are on-the-spot broadcasts. That this show also convinced listeners that sponsor's product hit-the-spot is indicated by increased sales. Sponsor's giveaway enabled him to get his sales message across with the minimum of listener resistance. Candies FURLOUGH FUN Service men in training the country over find that centers for Furlough Fun are the USO headquarters set up to provide fun and frolic for the fighting men. Adding to the fun in Milwaukee, Wis., The Robert A. Johnston Co., candy, cookies and cracker manufacturer, stages a free-for-all at USO headquarters each Sunday afternoon. An interview type of show restricted to servicemen, Furlough Fun packs its big wallop in its Call the Folks Back Home angle. Numbers pulled from a hat previous to the broadcast determine the half-dozen who go on the show each week. Each is interviewed by WTMJ's Johnnie Olson, then gets a free long distance telephone chat with his nearestof-kin. Orchid winning angle cooked up by The Robert A. Johnston Co.: a portion of the conversation goes out over the airwaves, but each service man is allowed to retire to a secluded corner to continue chinning with the homefolks out of range of the mike. Each interviewee gets ^ a sample package of Johnston cookies to satisfy his sweet tooth. Brief commercials read by Don Stanley are given over to Johnston cookies. Show is pointed up with dealer posters. AIR FAX: Series was set up for a 13 week run. First Broadcast: September 13, 1942. Broadcast Schedule: Sunday, 5:00-5:30 P.M. Preceded By: NBC Symphony. Followed By: Pate Civic Concert. Sponsor: Robert A. Johnston Co. Station: WTMJ, Milwaukee, Wis. Power: 5,000 watts. Population: 680,434. Agency: Klau-Van Pieterson-Dunlap Associates. COMMENT: While a show of this kind has a simple format, it is one that will have wide listener appeal because of its human interest angle. At the same time, the sponsor has a chance to build a loyal following for his products among the service men themselves, as well as with the radio public. Drug Stares PUBLIC OPINION Do newly-weds generally resent advice from their parents? Should the size of newspapers be reduced as a wartime measure? Customers of the Independent Druggists Alliance each week get ballots from I. D. A. outlets on which to check yes or no answers to ten questions, mail them to CKCL, Toronto, Can. Public Opinion determines the answers on which the radio program heard over CKCL, Toronto, CKOC, Hamilton, and CKTB, St. Catharines, is based. Contestants are selected from studio audiences at the w^eekly broadcasts, and FEBRUARY, 1943 63