Radio showmanship (Jan-Dec 1944)

sponsor: Art Frost, Glendale, Cal. Station: KHJ, Los Angeles, Cal. Agency: Lockwood-Shackelford Adv. Agcy. COMMENT: ^\llile automobile advertising \vas among the first to fall by the wayside at war's outbreak, this same industry was among the first to take a leaf from the pages of the first World War, stage a come-back into the channels of radio advertising. Aviation BOEING HOUR Up in the air as to how to recruit desperately needed war workers for its Seattle, Wash., plant was Boeing Aircraft until it took to the air over KOMO with a weekly half-hour feature. While the Boeing flight in its radio propelled drive for workers reached the listener target, plant officers found that prospective workers weren't the only cargo Boeing appeals carried. Public relations soared with the human interest anecdotes about the people who build flying fortresses, and scries now ranks at the top for local radio productions. With emphasis on semi-classical music, the program features Bob Harvey and a 20-piece orchestra. Dramatic, true-to-life stories from ''inside Boeing's" provide the spark that keeps the good will motors turning. AIR FAX: Produced by KOMO's John Pearson, the show is written by Boeing's KIRO radio-trained Al Amundsen, narrated by Boeing's public relations man Bill Sandiford. First Broadcast: Tuesday, August 17, 1943. Broadcast: Tuesday, 9:30-10:00 P.M. Preceded By: Salute to Youth. Followed By: News. sponsor: Boeing Aircraft. Station: KOMO, Seattle, Wash. Power: 5,000 watts. Pop elation 4'52,637. Agency: N. W. Ayer. COMMENT: With the influx: of new workers into already crowded communities, manufac turers engaged in war work lace a public relations problem that is liisloi i{ ally iini(|ue. Unless })i()du( lion is to sillier, bolh jjiiblic and employee relations must be kept tuned to the perlec 1 j>il(li. With programs of this kind, one slonc docs lor two birds. Bakeries HATS OFF TO MR. GROCER Not one to leave a friend in the lurch is the HolsuM Baking Co., Springfield, O. To local grocers Holsum is a friend in need in its weekly qtiarter-hour feature over VV'IZE. In its musical tribute, Holsum has but one intent and purpose, namely, to plead the cause of the neighborhood grocer to the public. Example: "Imagine yourself in his shoes . . . you have your hands pretty full, don't you, with food shortages, rationing and impatient customers. Anyway you look at it, it's a difficult job these days, but your grocer is doing everything he can to supply you with your share. So try to help him out. Your cooperation zuill help a lot." To build consumer preference Holsum ptus in a good word for its product, reminds listeners that bread is not rationed, is a victory food. Slogan that gives listeners something by which to remember sponsor: "Don't say Bread, say Holsum." Mention in WIZE ads and letters to Springfield area grocers put both dealer and consumer hep to the musical offering. air FAX: Music of popular appeal is the program's staflf of life. First Broadcast: August 15, 1943. Broadcast Schedule: Sunday, 1:00-1:15 P.M. Preceded By: News. Followed By: Victory Tabernacle. Sponsor: Holsum Baking Co. Station: WIZE, Springfield, O. Power: 250 watts. Population: 70,662. COMMENT: On the horns of a twohorned dilema are most advertisers whose products are distributed through dealers. The trick is to build dealer good will and to establish consumer prelereiue at one and the same time. Here is an inexiJensive-to-produce series whic h does just that. Dealer helps of this kind represent a type of progressive advertising thought that food manufacturers are stressing today. ^ %^ A ^ 24 RADIO SHOWM ANSH I P