Radio showmanship (Jan-Dec 1943)

WHAT THE PROGRAM DID FOR ME This is the businessman's own department. RADIO SHOWMANSHIP invites radio advertisers to exchange results and reactions to radio programs for their mutual benefit. Merchants' Associations RAY SMITH COMMENTARY "Ray W. Smith's weekly radio program on KECA, Los Angeles, Cal., is introduced as a one-way conversation to stimulate more interest in the leading business center of the West. Formerly, Mr. Smith presented a similar type of program over KFVVB. It is an informal program, in which Mr. Smith discusses in a folksey way the general problems of the day in Los Angeles, as well as nationally and internationally. He works into his remarks various subjects which enable him to emphasize the particular advantages and assets of the Downtown Los Angeles business area as a center of retail and other commercial activity. • "The program does not aim at any specific sales results, and is more of a prestige and institutional effort. The Downtown Business Men's Association sponsors a number of other hard-hitting j^romotion drives on retail subjects at different times of the year, and of course this program ties-in to whatever is current in the association's promotion activity." HERBERT M. BAUS Downtown Business Men's Association Los Angeles, Cal. AIR FAX: Friday evening quarter-hour fills the spot which on other nights of the week features the news commentaries of Raymond Gram Swing. Series was placed on a 13-week sked. First Broadcast: September 17, 1943. Broadcast Schedule: Friday, 7:00-7:15 P.M. Preceded By: News. Sponsor: Downtown Business Men's Association. Station: KECA, Los Angeles, Cal. Power: 5,000 watts. Population: 1,504,277. COMMENT: What radio can do for specific businesses, it can also do for busi ness collectively. Sponsor here follows the rules of the game. Success is spelled not by sporadic radio promotions but by consistent, hard-hitting promotion. Groceries WOMEN'S PARTICIPATION "Our RocKwooD 8c Co. radio schedule for the fall of 1943 consists of women's participation programs in most of the main cities throughout the United States. 7 hese women present the product in their own particular manner, in each instance emphasizing the advantages in speed and time gained by using Rockwood's Chocolate Bits in their cooking recipes." JOHN S. DAVIDSON, Radio Director Federal Advertising Agency, Inc. New York city AIR FAX: Annual seasonal campaign began in October on 21 stations. Despite limited supply, the spot schedule is largest in Rockwood's history. Point of departure for Rockwood's: institutional commercials to reinforce its brand in anticipation of the post-war period. Announcements explain that while Chocolate Bits may not always be available, each dealer will get some frotn time to time. Home economics programs have produced best results for Rockwood, and this year's schedule consists of three to five weekly participations in coast-to-coast selected markets. Drive continues until May, 1944. First Broadcast: October 4, 1943. Broadcast Schedule: Three to five spots daily in 21 markets. Sponsor: Rockwood & Co., Brooklyn. Agency: Federal Adv. Agcy., New York. COMMENT: If there were any doubt of the pulling power of the established women's program, the experiences of this national advertiser in the field of spot operations would be a powerful answer to the Doubting Thomas. It's additional proof of the tremendous importance of radio programs of local origin. 418 RADIO SHOWMANSHIP