Radio showmanship (Jan-Dec 1944)

Record Details:

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COMMENT: Local advertisers can take a tip here from national advertisers. Many big time operators have found that the women's participation program is their most productive radio sales bait. Restaurants SCOREBOARD \\'hen the shouting and the tumult dies away, the fans want to know the answer to one question. What's the score? Because Tiny Heller's Restaurant AND Cocktail Lounge, Oakland, Cal., knows the score when it comes to keeping its name before the public, it gives KROW listeners the hilites of sports events in the limelight. For three long years, season after season, fans have got the scores, game hi-lites, descriptions of exciting plays, sideglances at star players and music in the sports tempo on a weekly quarter-hour schedule. Series scores a direct hit with sports fans and since the show is tuned in direct to Tiny Heller's, the spot has become home plate for those who want to obtain score information. Football, basketball and baseball each has its innings on the show. Miked by KRO\V's sportscaster Hal Parkes, the Scoreboard has chalked up national scores for Tiny Hkli.kr for three long years. air FAX: First Broadcast: 1940. Broadcast Schedule: Saturday, 4:30-5:00 P.M. Preceded By: Music. Followed By: Music. Sponsor: Tiny Heller's Restaurant. Station: KROW, San Francisco-Oakland, Cal. Power: 1,000 watts. COMMENT: Here's additional proof that consistency is the right signal for advertising's quarterbacks to call for a scoring play. It's an essential if the sales ball is lo be kept in play. Wearing Apparel GENE AUTRY SINGS Wlun (uiic Auli v sings lor W'lIKH bsuiurs. Portsmouth, N. H.. ilic Family (j.oiiii.nc; Siore carries the melody. Reason: sale of a suit to a man who hadn't purchased one in 20 years indicated that the platters weren't spun in vain. AX'hile the recorded show was first taken on for a test period, Family Clothing renewed after its first 13 weeks. Commercials are in the same spirit as the recorded music. Example: ''It's gettin' SO you can hardly step out the door to do a hit of shoppiu' without lugging along a handful of ration books. But that's all right . . . this is war . . . and rationing seems a fair and square thing to do. Just nudge your noggin, though, friends . . . you'll recall one happy fact . . . clothes aren't rationed. No, sir! That means you can gallop into the Family Clothing Store, and slip a rope about whatever new duds strike your fancy . . . the Family Clothing Store can outfit your whole dog-gone family! You don't need to take along a suitcase full of cash, either. Use the simple, family budget plan . . .and pay as you get paid!" air FAX: First Broadcast: April 19, 1943. Broadcast Schedule: Saturday, 11:30-11:45 A.M. Preceded By: Salon Music. Followed By: Band Music. Sponsor: Family Clothing Store. Station: WHEB, Portsmouth, N. H. Power: 1,000 watts. Population: 25,000. COMMENT: Easily produced, a program of this kind is also inexpensive. B\ limiting the musical variety to one particular type of music the ad\ertiser quickly establishes himself with the particular audience group he wants to reach. 32 RADIO SHOWM ANSH IP