Radio showmanship (Jan-Dec 1943)

AIRING THE NEW New radio programs worth reading about. No result figures as yet. Beverages TUNE FACTORY More than music is manufactured in AVCAE's week-day Time Factory. \Vhat's on tap for the Pittsburgh Brewing Co., its Iron City I Beer, is Waker Compton's Background for News. An on-the-hour news quarterhour, the broadcast is part and parcel of a news and music afternoon format. Not one to put his money on a good thing, leave results to chance, is Pittsburgh Brewtng's admanager Ben \Veiser. Courtesy station announcements, publicity notices to more than 50 newspapers, plus a 3 X 10 ad in the Sun-Telegraph got the audience hep to the new show. Letters to liquor dealers, mention in the \VCAE monthly news-letter to retailers, and mike-merchandisers all built dealer good will. air FAX: First Broadcast: May 3, 1943. Broadcast Schedule: Monday through Friday, 4:00 4:15 P.M. Preceded By: Music. Followed By: Music. Sponsor: Pittsburgh Brewing Co. Station: WCAE, Pittsburgh, Pa. Power: 5,000 watts. Agency: Smith, Taylor &. Jenkins Adv. Agcy. COMMENT: Things are happening on the radio programming front. No longer does the soap opera have the afternoon field to itself. In metropolitan centers, advertisers are finding that the news and music combination gets results. With war work changing the listening pattern, the afternoon audience is no longer almost entirely feminine. With emphasis on news and music advertisers get both groups. Builders' Su|i|ilie.s DAILY WAR JOURNAL 1 hal whal helps one, helps all. was the (()o|)eraM\c spirit of five Augusta, (.;i.. < ompctilivc buikhng supply dealers uluii they buried the sales hatdiet in a daily WGAC radio offering. Lheir choice of weapons with which to keep up the fight on the home front: Blue Xeiworks Daily War Journal. Sales anmiunition was direded at home repair, painting, insulation, other within-the-law wartime inipro\emeius. Evidence that the bullets found their target: a second 13-week renewal. Campaign strategy was based on opening, middle and closing conunercials. AIR FAX: Ace war reporter Martin Agronsky does the daily commentary on this Blue Network cooperative sponsorship program. First Broadcast: February 20, 1943. Broadcast Schedule: Monday through Friday. 8:008:15 A.M. Sponsor: Bowen Bros. Hardware Co.; Burum Co.; Augusta Building Supply Co.; Whaiey Bros., and Satcher Co. Station: WGAC. Augusta. Ga. Power: 250 watts. Population: 65,919. Producer: Blue Network. COMMENT: 1 hat competitive firms may advertise for their mutual benefit is the evidence here. Cooperative eHort reduces costs for the individual advertiser, makes it possible to offer a more pretentious program than each could present singly. Department Stares BILL HINDS NEWS While definitions of news vary, that which is differeiu and unusual is one of the elements. Definitely in that category is information on where to find those hard-to-get articles for civilian use. News of the world and news of just such merchandise are teammates for GiMBEL Bros., Pittsburgh, Pa., department store. Contract over KDKA made Gimbel's the first of Pittsburgh's large department stores to place a continuous full year daily program on a 50.000 watt station. Prior to the first broadcast, 50 display cards featuring Bill Hinds, as well as time-and-station data, were given prominent spots throughout the store. DECEMBER, 1943 415