Radio showmanship (Jan-Dec 1946)

COMMENT: In I he iniercsls of program unity, its all to the good wlien there is a strong relationship between the product or service offered and the editorial content ot the program itself. Department Stores R.F.D. 1540 While the postman on his route may or may not leave a newsy letter from the outside world, KXEL, Waterloo, la., listeners always know there is something for them on R.F.D. ]5-fO. Sponsored by the James Black Dry Goods Co., the week-day series features farm and hometown news, with items about local events, announcements of special meetings and general news of a personal nature. Interviews with special guests give listeners an additional reason for tuning in, and the public is urged to contribute news stories and announcements. Commercials are worked into scripts, tie-in with news items to make them an integral part of the program. To reach the all-family noontime audience, a series of high school broadcasts was lined up for the Friday slot, with a quarter-hour wire recording broadcast from high school assemblies. Each week farm director, Hugh Muncy, visits a different school, records interviews, school cheers, bands, etc. AIRFAX: First Broadcast: September, 1945. Broadcast Schedule: Monday through Saturday, 12:45-1:00 P.M. Sponsor: James Black Dry Goods Co. Station: KXEL, Waterloo. la. Power: 50,000 watts. Population: 61,092. COMMENT: Time is a tremendously important element in the successful use of broadcast advertising. Program here is strong in local appeal and it is broadcast at a time when radio is at one of its peak listening periods. It's a combination of factors that's hard to beat. Finance SOUTHWEST MAGAZINE OF THE AIR The clatter of presses and teletypes heralds the Southwest Magazine of the Air each TucsdaN (AciiiiiL; on W'l" \.\ loi Texas listeners. Sponsored by the FiKsr Naiio.nai Hank in Dallas, the program is j^iesented as a public service broadcast. I he Iriendly offer of specific; bank services is given at the opening and close <){ the program, as the only connnercial liavor of the quarter-hour. Personalities in the news, iolklore. and features of interest to the South west are presented in dramatized lornL A typical broadcast may feature, as Page One, the current appeal of a local orj^hanage, ^sith dramatic story of the founder. The opening of the historic Old Chisholm Trail, with sound of cattle herds and yippees of cowboys, mav be on Page Two. The next item perhaps deals with Texas servicemen overseas, or some tall tale from Texas braggards. AIRFAX: A dramatic cast of eight to ten is on hand for each broadcast. Sound effects and organ set the background for the widely varied themes. Produced by WFAA, the series is scripted by Mrs. Mary Ann Bacchus. First Broadcast: October 9, 1945. Broadcast Schedule: Tuesday. 6:45-7:00 P.M. Preceded By: Evening News Roundup. Followed By: Johnny Presents. Sponsor: First National Bank in Dallas. Station: WFAA, Dallas, Tex. Power: 50,000 watts. Agency: Rogers dC Smith Agcy. COMMENT: In a public service feature of this kind the sponsor takes full advantage of local pride and garners good will in full measure from the civic organizations whose work is dramatized in the air series. Finance SERVICEMEN The fighting may be o\er, but to cotuitless families the day when Johnny comes marching home is still unnamed. For such people and their friends, the who, what, why, when and ^vhere of local boys is page one news. In the Willamette Valley, KSLM listeners get just such a parcel of news from the Pioneer Trust Company. Program is divided into Army, Navy and Marines, with appropriate music. Dispatches from far flung points on the globe are read with dramatic terseness. After each broadcast, the dispatch is FEBRUARY, 1 946 59