Radio showmanship (Jan-Dec 1943)

Record Details:

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burgh, Pa., listeners through their calisthenics paces, audience is offered an extra-ctirricular health chart of 43 exercises. In jig-time, 1,000 requests indicated that the program was the polish needed to shine up homemakers' interest in Austin's Carpet Cleaner, A-1 Furniture Polish, Washing Solution and Shur-Glo Wax. air FAX: Exercises and music to build the body beautiful is the format here for the quarter-hour offering. First Broadcast: April 14, 1943. Broadcast Schedule: M-W-F, 8:45-9:00 A.M. Sponsor: Austin Products. Station: KDKA, Pittsburgh, Pa. Power: 50,000 watts. Population: 1,072,545. Agency: Ensign Adv. Agcy. COMMENT: With physical fitness a predominant civilian interest at the present time, a program of this kind is geared to wartime living. Responses indicate that the offering was a short-cut to general distribution among neighborhood stores. Manufacturers WERX JACKPOT When the Werx Soap Co.'s Jackpot floated on to the Cleveland, O. scene a year ago, Werx hoped its new WCLE program was 99 per cent pure showmanship. It was! Listener reaction and sales results were such that Werx doubled its time on the air, also look on WCLE's sister-station WHK. Program is now heard Monday through Friday, ten times a week on both stations. AIR FAX: Selected at random from the phone book by emcee Fred Smith are telephone numbers. Random harvest for those whose telephones ring, can prove that they have a package of Werx Soap in the house: five smackers. About-to-become winners must read different lines from the Werx box to reap the green-back harvest. Other contests keep listeners on their toes. Example: girls between 8 and 15 wrote 25 words or less on why they used, liked Werx soap. Hook for contest's school girl's complexion: the vast number of women working in defense plants whose household duties were taken over by their daughters. While the program is completely ad libbed, emcee Smith hues to the script line for the commercials. Banter between mikeman Smith and the fair ladies on his list of telephone numbers is the mortar which binds the show together. First Broadcast: September 28, 1942. Broadcast Schedule: Monday through Friday, 10 times weekly. Sponsor: Werx Soap Co. Station: WHK-WCLE, Cleveland, O. Population: 1,111,449. COMMENT: While shows come, shows go, the jackpot program seems destined to go on forever. Important in the success of a program of this kind is a personality announcer to pace the show, keep it from sagging in the middle. Wumen's Wear PARADE OF FASHION Everyone loves a parade, but the parade most interesting to women is the Parade of Fashion. Back in 1936 when sponsor Robbins Fashion Centre, Durham, N. C, first went on the air over WDNC, its display windows featured three-quarter length sleeves, other up-to-the-minute style points. Styles have come and gone since then, but Parade of Fashion listeners have remained constant to sponsor's program. Invitations to follow each program are addressed to all Robbins' customers. Another program pep-pill: radio tags calling attention to the show are used in fashion displays featured in sponsor's show windows. Sponsor H. E. Robbins has something to promote: a newspaper poll rates the show the most popular women's commentary on WDNC. air FAX: First Broadcast: September, 1936. Broadcast Schedule: Thursday, 8:00-8:15 P.M. Preceded By: Lest We Forget. Followed By: Dance Band. Sponsor: Robbins Fashion Centre. Station: WDNC, Durham, N. C. Power: 250 watts. Population: 52,037. COMMENT: It has been said before. It will probably be said again. Consistency plus extra promotion frequently spell the difference between success and failure for many a sponsor's radio offering. 420 RADIO SHOWMANSHIP