Radio showmanship (Jan-Dec 1946)

SHOWMANSHIP IN ACTION Promotions and merchandising stunts that will lift a program out of the ordinary. Bakeries SWAN'S SWAP SHOP Horse trading may no longer be a national pastime, but the spirit lingers on. In Knoxville, Tenn., Swan's Bakery caters to that instinct, helps WNOX listeners unload white elephants for something that better fits their needs. Two announcements unearthed not one but three old fashioned steel ribbed corsets. As the result of a single announcement a cow was exchanged for an electric washing machine. Canaries, boxwood hedges, items for soldiers overseas have all changed hands. Four swap announcements is the limit for each broadcast, with organ music to space the swaps. At the Swap Shop, nothing is sold for cash, each swap is listed by number. Each listor is sent the name and address of swappers who write or telephone the station. Effected to date: 600 swaps. AIRFAX: Jerry Collins handles the electric organ, with Charles Greenhood dishing up the ad lib chatter. Lady behind the Swap Shop desk: Barbara Draper. First Broadcast: November 20, 1944. Broadcast Schedule: M-W-F. Preceded By: Swan Soap. Followed By: Curbstone College. Sponsor: Swan's Bakery. Station: WNOX, Knoxville, Tenn. Power: 10,000 watts. Population: 321,850. COMMENT: Even before the war such programs performed a public service, were also high in human interest value, but wartime shortages created a bonus audience for advertisers who took on sponsorship of a series of this type. Department fitores FAMILY PARTY PROGRAM For advcrlisers who want lo leach the entire family in both rural and city localiiies, the WiVrj Family Parly has been a place to get acquainted for over six years. Broadcast from 12:30 P.M. to 1:30 P.M. each Saturday, the Family Parly is divided into quarter-hour participation sponsors. Current sponsors: Murphy Products, Gordon Hatchery, Sears Roebuck & Co., and the Cedar Rapids Bakery. What Sears Roebuck puts into its quarter-hour unit: an audience participation feature. Each Saturday, emcee Bob Leefers, in the role of Uncle Si Perkins, invites one man and one woman in the Cedar Rapids, la., audience to join him on the stage. Then Tom Owen's Cowboys, who provide the music on the show, play a tune. The first person who correctly names the ditty wins a prize. Prize is always a store special for that particular day, may be a 10-quart can of oil, a Hilex Mixing Bowl or what-have-you. AIRFAX: Music of the cowboy type is the mainstay of the show, with the exception of one semi-classical solo. Series originates from crammed Radio Theatre. Tickets offered over the air for this weekly barn-dance type show are given away weeks in advance. Requests come in by mail and in person. First Broadcast: September 22, 1939. Broadcast Schedule: Saturday, 12:30-1:30 P.M. Preceded By: Noonday News. Followed By: Grand Central Sation. Sponsor: Sears, Roebuck 8C Co.; Murphy Products; Gordon Hatchery; Cedar Rapids Bakery. Station: WMT, Cedar Rapids-Waterloo, la. Power: 5,000 watts. Population: 55,000. COMMENT: As long as radio and its advertisers think of programming in terms of 15 minutes, there can be little unity in the over-all program structure. Each advertiser here profits individually from the cumulative value of a full-hour of programming for a particular segment of the listening audience. In the interests of audience building, it's good. Looking for a rib-tickling comedy feature that's certain to hold its own against any competition? See what Frederic W. Ziv offers on page 4. JANUARY, 1946 • 27 •