Radio showmanship (Jan-Dec 1943)

Surveying the role of private enterprise in our war effort, the broad opportunity for still more local sponsors, especially of news programs, immediately suggests itself. There is no better weapon with which to defeat our enemies' fantastic lies than with simple, unvarnished truth. This truth manifests itself most powerfully in the stiperb, objective news coverage ftnnished by oiu' press associations. Manufacturer EARLY BIRDS On March 30, 1930, a 13 piece orchestra made its debut over WFAA, Dallas, Tex. Acting as master of ceremonies and comedian were two Early Birds, Eddie Dunn and Jimmy Jefferies. Today that self-same forty-five minute early morning stretch is something for householders to set their watches by. Personnel has changed, more variety has been added to the show, but come what may, the show goes on. Currently it is aired on a three-way split sponsorship, with the Taylor Bedding Co., Taylor, Tex., bankrolling a quarter-hour stint four times a week. Field survey among the 1,500 Southwest dealers for Taylor mattresses, bed divans, living room furniture, upholstery felts, quilt bedding and comforters revealed 100 per cent approval of The Early Birds. Each broadcast includes drum-beating for three dealers who get air mention as headquarters for Taylor merchandise. Prior to dealer puff, distributor receives letters from Taylor President D. F. Forwood, and emcee Jimmy Jefferies calling attention to the forthcoming broadcast. Dealers feature display sheets tying in the broadcast with merchandise in their establishments. air FAX: Jam-packed for every broadcast is WFAA's largest studio. Taylor quarter-hour stretch is aired over the Texas Quality Network, heard over the entire southwestern area. Tuesday through Saturday sponsors of the 7:15-7:30 A.M. period are General Mills, Inc. Armstrong Packing Co. is the Early Bird on the Saturday, 7:30-7:45 A.M. stint. First Broadcast: March 30, 1930. Broadcast Schedule: Monday through Saturday, 7:007:45 A.M. Preceded By: Cedar Ridge Boys. Followed By: News. Sponsor: Taylor Bedding Co., Taylor, Tex. Station: WFAA, Dallas, Tex. Power: 50,000 watts. Population: 273,297. Agency: Rogers 8C Smith Agcy. COMMENT: National advertisers who use local radio pay listeners a subtle compliment by using their own medium. And local stations belong to the people of the community they serve just as surely as do the newspapers, theatres, churches, ball parks, and other civic interests. (For pic, see SJiowmanscoops, p. Pharmacies EIGHT O'CLOCK NEWS In November, 1940, Kings Pharmacy, Des Moines, la., set out to do an institutional job of advertising its store and its prescription department. A 15-minute program three times a week over radio station KSO was chosen for the task. Compounded For You, a musical program heard at 7:15 A.M. turned the trick. In May of this year, Kings upped its radio schedule, went on a six-a-week sked of morning news. Manager Elmer King had reasons for his increased expenditure: increased prescription volume and good wall. Commercials stress the importance of seeing one's doctor when ill, and listeners are urged to avoid self-medication. Also stressed: King's complete line of drugs in the prescription department and the service offered to both doctors and the ptiblic. Because so many doctors have now gone into government service, thus throwing a real burden upon the remaining practitioners, program listeners are urged to make appointments with their doctors early, to eliminate unnecessary calls. AVhen sponsor switched shows, a flier telling about King's Eight O'Clock News Vv'ent oiu to all leading physicians in Des Moines. air FAX: First Broadcast: May 18, 1942. Broadcast Schedule: Monday through Saturday, 8:00 8:15 A.M. Sponsor: King's Pharmacy. Station: KSO, Des Moines, la. Power: 5,000 watts. Population: 167,048. FEBRUARY, 1943 69