Radio showmanship (Jan-Dec 1944)

\IR FAX: Even before the Woman's Exchange was set up on WJZ, it had existed as an American institution. In every major American community housewives had banded together in a non-profit organization to facilitate the exchange of everything from recipes, cakes and jams, to information on vacation planning. The idea of exchange with purpose and direction is the keynote to the WJZ series. A specific subject is covered each day, although only a section of each program is limited to the topic of the day. Guest experts lend authority to the exchange of ideas. Good will builder for sponsors and program is the selection of the Woman of the Week. To the listener who has that week contributed the most to the program goes one dozen roses. A civic recognition angle that builds listeners is the daily salute to a leading woman or woman's club in the WJZ area. Listeners themselves nominate candidates for honors. V^Uien the program was pitched, letters to 500 women's club presidents got it off to a good start. Fanfare also included spot announcements and station breaks, ads in all New York daily newspapers, magazine ads. hotel desk displays, tune-in reminders, luncheons and window displays. First Broadcast: June 21, 1943. Broadcast Schedule: Monday through Friday, 1:15-1:45 P.M. Preceded By: Baukhage Talking. Followed By: Music. Sponsor: Soy Food Mills, others. Station: WJZ, New York city. Power: 50,000 watts. COMMENT: Definitely an institution is the woman's participation program. While Rome wasn't, audiences can't be built in a day, showmanship of the right kind can produce a reasonable facsimile thereof. First and foremost requirement is an established radio personality. Plenty of program promotion will do the rest. That this ^combination has what it takes is indicated by the amazing success of this series here. Public Utilities MODERN KITCHEN While the Modern Kitchen is the pride and joy of the little woman who ekes out three meals per diem, what most interests her right now are practical, down-to-earth suggestions for saving money, getting the upper hand on ration points and coming out on top with a balanced meal. WGR's Modern Kitchen hostess Helen Neville serves just that in a tasty quarter-hour morning snack five times weekly. Evidence that there are plenty of listeners to break bread with participating sponsors were the returns from a Labor Day offer for a WGR Victory Shopping Bag for two-bits. By the following Monday, 1,092 quarters had rolled in from listeners. Response-ability represented 106 different post office districts in Western New York and Northern Pennsylvania. Listeners have more than their own notes by which to remember hostess Neville. Twice monthly, bulletins are mailed to listeners on request. Tie-in for participating sponsors: along with menus, recipes and household short-cuts, parti-sponsors get prominent mention. Immediate and direct is the tiein for the Niagara-Hudson Power Co., Buffalo, N. Y. Every recipe used on the program is tested in Niagara-Hudson's own kitchen, and live broadcasts from its auditorium are scheduled bimonthly. Frequent personal appearances before local women's organizations, plus street car and bus car cards help the mistress of the Modern Kitchen win new friends and followers. Listeners know that when hostess Neville speaks, it is with the voice of authority. University training both as an under-grad and as a post-graduate taught her the dangers of the academic approach. As a widow with three small children and a budget problem she learned by first-hand experience what was needed in the Modern Kitchen. Part of her service to housewives includes a morning shopping tour of the Buffalo food markets. air FAX: A regular WGR feature for six years, the show today is geared to war-time meal planning. Sponsorship is on a non-competitive basis, is sold not by the clock but on the basis of major and minor announcements. First Broadcast: October 1, 1937. Broadcast Schedule: Monday through Friday, 9:15 9:45 A.M. Preceded By: News. Followed By: Music. Station: WGR, Buffalo, N. Y. Power: 5,000 watts (d). Population: 613,506. JANUARY, 1 944 31