Radio showmanship (Jan-Dec 1946)

Groceries MUSIC MASQUERADE Popular songs come and they go. Some linger in the shadowy halls of memory. To bring them out into the open sunlight, the KlauberWangenheim Co. offers KFSD, San Diego, Calif., listeners Music Masquerade. Unannounced numbers, vintage 1920-1930, are played on the piano and solovox, and listeners write in guesses to the six mystery tunes. Prizes for winners: Point Loma Foods. Show plugs such items as Point Loma Coffee, has been used for other Point Loma products ranging from frozen foods to canned fruits and vegetables. Commercials are short and to the point, stress the Point Loma brand name. AIRFAX: Popular local entertainer, Pauline Gleason, tickles the ivories. Announcer, Allan Kent exchanges banter and clues with Ted Burrell, who sets background for the music. Mikeman Burrell also scripts and produces the show. First Broadcast: September 17, 1944. Broadcast Schedule: Sunday, 3:45-4:00 P.M. Preceded By: News. Followed By: Jack Benny. Sponsor: Klauber-Wangenheim Co. Station: KFSD, San Diego, Calif. Power: 1,000 watts. Population: 609,701. Agency: Barnes-Chase Co. COMMENT: Since sponsor identification is essential for maximum success with the broadcast medium, product tie-ins wdth a program series are all to the good. Word of caution: the product tie-in must be an integral part of the progiam itself or the sponsor defeats his own purpose. Home Furnishings PUBLIC SCHOOLS SPELLING BEE While the Public Schools Spelling Bee has been sponsored for three years, currently by GiJSTKE k Son, Battle Creek, Mich., furniture store, sponsorship is incidental lo the main })iisiness at liand. Now in its sixth season, the series is designed to interest (hildren in school work, and to inleiesi parents in tlie work of their children. A public service lealiiif. I he J'uhlu Schools Spcllinir Bee is a ■)()-ininute weekly broadcast, aired for a period of 30 weeks. Twenty-four youngsters compete on each program, w^ith tw'O winners, one boy and one girl, from each of 12 classrooms in the fifth and sixth grades. No formal script is used, and the conductor of the Bee is a teacher who adlibs with contestants. Contestants begin with words on the school spelling lists for the fifth and sixth grades, progress through seventh and eighth grade words. Long, difficult words on blue slips drawn at random from a bowl complete the spell-down. About 100 words are used on each show. Weekly winners receive small gold lapel pins, w^ith the w^ords, ''Expert Speller" on them. Weekly winners compete on the final bee of the season, wath the two grand champions receiving prizes from the sponsor. At the start of each show, children are gi'ouped in a circle, alternately boy and girl. Those who fail to spell a word correctly drop out of the circle and the rest carry on. At the mid-point, the station announcer presents a center commercial. Opening and closing commercials help set the stage for the sponsor. AIRFAX: Appropriate theme: School Days. No Spelling Bees ate held during the summer months. First Broadcast: 1939. Broadcast Schedule: Saturday, 1:00-1:30 P.M., for 30 weeks. Sponsor: Gustke &, Son. Station: WELL, Battle Creek, Mich. Power: 250 watts. Population: 67,953. COMMENT: Public service doesn't leave oif where commercial sponsorship begins. Sponsored, or on the house, such jjrograms contribute to community welfare and the adxertiser ^vho backs such features gains immeasiuably. For complete information about an autlioritative transcribed series of interest to mothers of young children, xvrite Frederic Damrau, M.D. (See p. 31.) 28 RADIO SHOWMANSHIP