Radio showmanship (Jan-Dec 1943)

COMMENT: Sponsors whose sei-vices are an important part of their function perform another service in sponsorship of a news program. In times like these, dissemination of news is in itself a public service feature. AVisely, sponsor here stresses his business services in his commercials. Certainly, in times like these, when almost everyone has loved ones in the service, news takes on a personal nature which admirably adapts itself to sponsors who offer personal services. Public Service BENTLEY'S NEWS COMMENTARY \Vhile the da}'s headlines are the main diet for news hungry people, a balanced ration of news includes backgroimd material on the historical and political developments of the news hot-spots of the world. One such key center today is Alaska, and what was once known as Seward's Folly has become today a focal point. For nine consecutive broadcasts, Julian Bentley put Alaska on the map on his weekly program. On the last of these commentaries, commentator Bentley offered his 9:45 P.M. listeners a brand new map of Alaska edited by news editor Bentley and Ervin Lewis. Listeners were required to send in five cents to co\er cost. In response to two announcements, came 3,300 letters. Ordered were 4,200 maps, with some listeners ordering as many as 20. Among them was a request from Anchorage, Alaska I AIR FAX: First Broadcast: November, 1941. Broadcast Schedule: Saturday, 9:45-10:00 P.M. Preceded By: Community Singing. Followed by: National Barn Dance. Station: WLS, Chicago, III. Power: 50,000 watts. Population: 3,440,420. COMMENT: Going great guns are map offers of all kinds. Through this medium, people are discovering what once were to them uncharted lands. Such offers not only give sponsors a splendid check on listener appeal, but also help tie-in the newscast with its sponsor. JOHNNY ON THE SPOT News, reviews and tips on spot announcements in this column. OUT OF THE KIT BAG Pack Up Your Troubles in Your Old Kit Bag may be a carry-over from World \Var I, but today's sponsors of radio programs anxious to do a patriotic turn for Uncle Sam can do just that. When requests from radio stations for War Savings announcements and programs which might be sponsored poured in on AVar Savings Staff Director of Radio and Press Vincent F. Callahan, result w^as a Radio Sponsor's Kit. Prepared in cooperation with the National Association of Broadcasters, the kit contains sample announcements and suggestions for programs which will serve as a guide to those who wish to adapt Treasury messages for sponsorship. First aid contents of Radio Sponsor's Kit: 18 sample announcements for any sponsor; 4 adapted for Savings Institutions; 2 may be best used by firms with a Payroll Savings Plan; 1 is beamed for Electric Power Utilities; 1 is slanted at any firm whose business is curtailed due to the war; 2 are keyed to firms with a low-price policy; I is for firms wishing to cut down on deliveries; 3 lend a helping hand to firms selling war stamps; 1 is pegged for sponsorship on the behalf of any local church or group of churches; 9 are sample openings for sponsored announcements; closing availabilities for sponsored announcements number 6, and to round oiu the Radio Sponsor's Kit there are 3 opening announcements and 3 closings for sponsored programs. Material is intended as a pattern for announcements which may be tailored to suit local needs. 70 RADIO SHOWMANSHIP