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The program soon brought calls from women who wanted maids; from mothers who wanted baby strollers; from men u'ho wanted part time work, and from Avomen who left their handbags in taxis -'finders could keep the money but please return the ration books." Almost forgotten pieces of furniture found in attics were converted into cash.
The program started as a sustainer but after hearing the program for the first time, Joseph Schriver, ow^ner of Schriver's One-Stop Alto Service Station phoned, exclaimed "That's the radio program I want." It's a program that the public wanted, too; a simple format with service as its commercial theme, human interest and helpful information as the basis of the program content. Schriver's Classified Ads has become chief cook and bottle washer for every listener who has something to sell, buy or swap. No request is too trivial, no item too big for the program.
AIR FAX: Broadcast Schedule: Monday, Wednesday, Friday, 5:40 to 5:50 P.M. Preceded By: War Commentary. Followed By: Music.
Sponsor: Schriver's One-Stop Service Station. Station: WTBO, Cumberland, Md. Power: 250 watts. Population: 350,000.
COMMENT: Here is a definite wartime service which advertisers may perform for their communities. The advertiser
whose business ii is lo rcndci personal services and wlio picks a ser\ ice program ilure is definitely on the beam.
of this
Shoe Ruiiiiirs
FAMOUS YANKEES Since the Pilgrim Fathers landed on Plymouth Rock, the Yankee has become far-famed for shrewdness and ingenuity. Today those self-same traits stand ihe \'ankfk Shoemakers in good stead. As an old New England firm that re-builds worn-out shoes, makes them as good as new at a moderate cost, Yankee Shoemakers really has a talking point with ration coupon minded clients. To |)ut its point across to thrifty nn'nded Yankees, Yankee Shoemakers turned to W'HEB, Portsmouth, N. H.
With WHEB listeners, Yankee Shoemakers takes its place with other Famous Yankees who used Yankee ingenuity to achieve fame and fortune. In the week-day parade of famous New Englanders are Henry Cabot Lodge. John L. Sullivan, Jonathan Edwards, John Greenleaf Whittier, Calvin Coolidge, others whose efforts earned them a niche in the regional hall of fame.
Series was promoted through courtesy announcements. Letters to Hend Masters of all schools in Central New England gave time-and-station data ior the fi\eminute feattire.
air FAX: Scripted by Dal Wyant. each program consists of three-minute introductions to individual Famous Yankees. First Broadcast: August. 1943.
Broadcast Schedule: Monday through Saturday. 5:556:00 P.M.
Preceded By: Marching to Victoo'Followed By: News. sponsor: Yankee Shoemakers. Station: WHEB, Portsmouth. N. H. Pcfwer: 1.000 watts. Population: 25,000.
COMMENT: A\'hile regional traits have ne\er been fully exploited in radio programming, advertisers who have developed progiams of this nature have been almost universally successful. As good as five aces is a radio series in which the program title and content provide a natural tie-in with the advertiser's business.
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DECEMBER, 1943
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