Radio showmanship (Jan-Dec 1944)

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Beverages SOLDIER SALUTE Fortunes of war may carry men in the service to any part of the globe, but, to take a leaf from the Coca Cola ad campaign, "Have a Coke" has become a universal language. Speaking in the language of the homefolks in its WIZE weekly feature is the Springfield (O.) Coca Cola Bottling Co. In its Soldier Salute, sponsor pays a weekly tribute to its ex-employees now in mufti. Each week the spot light brings some one Springfield fighter up stage to take his bow before the public. That the public is in its seat, anxious to break into applause is indicated by the number of station telephone calls each week before the broadcast from those who want to know who rates the kudos. Sign-off unites home and battleground in one solid front. Example: "It may be that will hear this tribute from his fellow workers at the Springfield Coca Cola Bottling Co. Carry on, .' Coca Cola will be with you all the way, providing the welcome pause that refreshes everywhere, bringing you a happy remembrance of home in canteens and service clubs overseas, giving you a friendly high sign that overcomes barriers of foreign languages where ever you are." AIR FAX: A musical salute to the soldier boy is included on each of the ten-minute features. First Broadcast: September 19, 1943. Broadcast Schedule: Sunday, 10:20-10:30 P.M. Preceded By: Something to Think About. Followed By: Music. Sponsor: Springfield Coca Cola Bottling Co. Station: WIZE, Springfield, Ohio. Power: 250 watts. Population: 70,662. COMMENT: Hitting on all eight is a program which builds a product and does a public relations job at the same time. With a relatively simple format, sponsor here does just that. It's a program that could be adapted for almost any business. Programs with a patriotic motif perform a valuable wartime service, and advertisers find them high in mike appeal. Dairies SPICE BOX Made of sugar and spice, everything nice for advertisers is the WHAI daily Spue Box. While household suggestions, recipes, etc. give bulk to this tested recipe for winning feminine listeners, book reviews, charm and beauty tips add the dash of spice. Blended together, the various ingredients make the Spice Box a must for feminine listening in Greenfield, Mass. Individually, each program unit gives specific sponsors a hook for commercial messages. Book review section made a place in the sun for book publishers. For drug stores, cosmetics, others in related fields, the charm and beauty department is a natural. Marked was the increase in the sale of Vitamin D milk when the Greenfield Dairy became a Spice Box host. AIR FAX: Spontaneous banter between program director Ann Erickson and the announcer keeps the program in the lighter vein. First Broadcast: June, 1941. Broadcast Schedule: Monday through Friday, 9:4510:15 A.M.; Saturday, 11:00-11:30 A.M. Preceded By: News. Followed By: Music. sponsor: Fruitland; Harvey Baking Co.; Solomon Market; Shattuck Park Grocery Store; Koch Grocery; Fish's Bakery; Greenfield Dairy Co. Station: WHAI, Greenfield, Mass. Power: 250 watts. Population: 15,672. COMMENT; National advertisers without niunber have found the woman's participation program the best bet for mass acceptance of their products. What works for national accounts works equally well for the local sponsor whose advertising budget has a crimp in it. An established announcer, real program content and limitation of the number of parti-sponsors are what it takes for success. Department Store HEROES OF THE U. S. NAVY A prophet may be without honor in his own country, but heroes are made of sterner stuff. In Denver, Col., KOA listeners are on hand to give Heroes of the U. S. Navy a rousing welcome. First half of the 30 JANUARY, 1 944 25