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AIRING
THE NEW
New radio programs worth reading about. No result figures as yet.
Bakeries
TOP 0' THE MORNING McGavin's, Ltd., bakers of good bread and fine cakes, can see tfie day in tfie not too distant future when raisins, sugar, shortening, wrapping paper and manpower will be sufficiently plentiful to set out on a campaign for increased sales, especially house-to-house sales.
With this in mind, the firm decided to sell the bill of goods to the housewives by way of a sprightly quarterhour program over CJCA every weekday morning at 8:15.
Titled Top o' the Morning, the program is designed to set the housewives in the right frame of mind; to give them plenty of ammunition for chatting when the breadman calls.
Ihe program also serves as a convenient oiit for the boys making the houseto-house calls. Previously, their major complaint was that it seemed so difficult to talk to the housewives about anything but the weather. Now they have plenty to talk about.
To acquaint the boys with the program set-up, CJCA invited the drivers to the studios. They heard the program, indulged in a bull session, discussed the pros and cons, and left the studios feeling that Top o' the Morning was tJieir program. Now they are making the program (not the weather) the subject of their morning chats.
The program format calls for lively music, lime checks, and temperatures, a "(iood, (iood, Good" theme, and a pub
lic ser\ ic c announcement all wrapped up in a quarter-hour, six mornings each ^veek.
AIRFAX: Walter Rutherford wields the peti and Paul Guy does a livewire job of announcing. First Broadcast: October 8, 1945.
Broadcast Schedule: Monday through Saturday, 8:15
8:30 A.M.
Preceded By: News.
Followed By: South Side Show.
sponsor: McGavin's, Ltd.
Station: CJCA, Edmonton, Alb.
Power: 1,000 watts.
Population: 112,400.
COMMENT: Series here has what it takes to build good will, also increase sales. One of the important aspects of this broadcast is its effect on employee morale.
Book Stores
VAGABOND OF THE AIR Books bring ad\enture, and the people of Salem, Ore., are reminded of that fact in a weekly quarter-hour program aired over KSLM for the Commercial Book Store. Poetry and music for restful enjoyment is the Commercial Book Store's reminder to listeners to come in and browse around. AV^ith AVes McAVain cast as the Vagabond, the program features material for young and old. For yoiuhful listeners, Vagabond McW'ain reads excerpts from popular story books featured at the sponsor's store. Tie-in with excerpts from prose and poetry constitutes a commercial message from Commercial which makes a straight commercial unnecessary.
AIRFAX: First Broadcast: October, 1945.
Broadcast Schedule: Tuesday, 8:30-8:45 P.M.
Preceded By: Hollywood Preview.
Followed By: Music.
Sponsor: Commercial Book Store.
Station: KSLM, Salem. Ore.
Power: 1,000 watts.
Population: 36,000.
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RADIO SHOWMANSHIP