Radio showmanship (Jan-Dec 1946)

Record Details:

Something wrong or inaccurate about this page? Let us Know!

Thanks for helping us continually improve the quality of the Lantern search engine for all of our users! We have millions of scanned pages, so user reports are incredibly helpful for us to identify places where we can improve and update the metadata.

Please describe the issue below, and click "Submit" to send your comments to our team! If you'd prefer, you can also send us an email to mhdl@commarts.wisc.edu with your comments.




We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.

Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.

PROOF 0' THE PUDDING Results based on sales, mails, surveys, long runs and the growth of the business itself. Bakeries so THE STORY GOES AVheii a sponsor renews his contract it means that he is satisfied with the program results, the program itself and the station. But when he renews and asks for a complete repeat of the same show for a full )ear that's news! Such is the case of So the Story Goes, sponsored on KQW, San Francisco, Calif., by Kilpatrick's Bakery, through the Emil Reinhardt Advertising Agency. So the Story Goes first bowed in on September, 1944, at 10:15 P.M. At the end of the year, the sponsor asked that completely repeated for another In order to reach a different audience, the program was moved to 5:15 P.M., where it will be heard for a total of 52 weeks. Series was originally launched to augment Kilpatoick's newspaper and outdoor advertising in connection with a new bread the sponsor was intiodiicing in tlie Bay area. (>)inmercials arc ])iiih to stej) up the sale of bread, "the number one food of everyone's diet." An opening and middle (ommcrcial arc geneial in apjn-oadi, (leal ])iiniarily with Kh.pairic;k's, "the jvcsli bread." Example: "Fresh foods lasle betler . . . especially fresh bread. Try Kilpalri( l{\s . . . you (an feel the freshness." Kilpatrick's winds up for a direct-sales pildi for a specific Kiipatrick bread, ie, Kilpatrick's Flavor-Baked or Kilpatrick's Prize Winning Wliite Bread. AIRFAX: Transcribed series features story-teller Johnnie Neblett, in a dramatic narration of different and unusual stories of general interest to all listeners. Available episodes: 260. First Broadcast: September, 1944. Broadcast Schedule: Monday through Friday, 5:155:30 P.M. Preceded By: Knox Manning Reports. Followed By: Harry W. Flannery News. Sponsor: Kilpatrick's Bakery. Station: KQW. San Francisco, Calif. Power: 5,000 watts. Agency: Emil Reinhardt Adv. Agcy. COMMENT: The importance of the time element in a broadcast series is dramatically illustrated here. AMiile this sponsor needed a program of general interest to all listeners, young and old, it was possible to tap a completely new audience W'ith the same program through the judicious choice of time. Bakeries NEWS Back in 1934 when KOTN, Pine Bluff, Ark., opened its doors, one of the first to w^alk in was the HolsuM Baking Co. Holsum's founder and general manager, C. H. Ahrens, saw that the new medium had tremendous advertising possibilities, was quick to take advantage of them. Ever since, Holsum has won new friends via KOTN. At the outset, Holsum selected spot announcements to carry its sales message. It's still strong for spots, but the schedule is now supplemented with an early morning newscast and participation in a cooperative women's feature, Are You Listening? Its spot schedule consists of eight annoimcements dailv. AIRFAX: Sponsor: Holsum Baking Co. Station: KOTN, Pine Bluff, Ark. COMMENT: (>:)nsistency of effort is what it takes to earn a full measure of broadcast success. Those who early saw the .Khertising potential of the medium, ha\e stuck with it through the years, have turned in ihc most outstanding success stories. • 30 • RADIO SHOWMANSHIP