Radio showmanship (Jan-Dec 1946)

sent as received to each parent or wife of the boy mentioned on the program. With each dispatch goes a short personal note. AIRFAX: First Broadcast: July. 1945. Broadcait Schedule: Tuesday, 8:00-8:45 P.M. Preceded By: City of the Dead. Followed By: Hollywood Preview. Sponsor: Pioneer Trust Co. Station: KSLM. Saletn. Ote. Power: 1,000 watts. Population: 36,000. COMMENT: .A good will builder of this kind brings radio and its achertisers (loser to the hearts of e\erv famih. Finance LOUISE MASSEY AND THE WESTERNERS On first consideration, pop tunes, western ballads and standard songs might not seem to be the most appropriate one for sponsorship by the Davenport Bank & 1 RUST Co., Davenport, la. But when tlie officers of the bank gave the nod of approval to Louise Massey and the Westerners, tliere was a reason for calling that particular ttine. .A program with widespread listenerappeal, one designed to give the WOC audience what it wanted, thus put it in a receptive mood, was the first essential. What the Davenport Bank Sc Trust hoped to accomplish: to erase from the minds of the public, the fallacious but generally held view that banks in general are forbidding and awesome. With Louise Massey and the Westeriiers it sought to present the Davenport Bank Sc Trust C^o. as an institution of friendliness. AIRFAX: Transcribed feature is used here as nettingup or breakfast time entertainment. Broadcast Schedule: T-Th-S, 7:45-8:00 A.M. Sponsor: Davenport Bank 3C Trust Co. Station: WOC, Davenport, la. Power: 5.000 watts. Population: 218,000. Prodiinr: Neblcte Radio Productions. COMMENT: Hanking institutions will j)la\ an important part in post-war expansion, and those who present their story to the general public now will be thai miirh ahead ol tlie <>ame. • 60 Home Furnishings ONE MAN'S DESTINY Even though merchandise was scarce, it wasn't One Man's Desdiiy to be forgotten by the buying public. In Portland, Me., the Atherton Furniture Company used the transcribed syndicated feattire, One Man's Destiny to keep its name before the public, build up good will as a backlog for future business expansion. Aired over W'CSH, One Man's Destiny replaced an earlier LIntted Press feature, Soldiers of the Press for this chain of seven stores whose headquarters are in Brockton, Mass. The new series consists of dramatized incidents in the li\es and careers of men who make front page news. Broadcast once a week for the Ather TON Stores of Maine (Portland, Lewiston and Waterville) the program is publicized by a newspaper advertisement in morning and evening newspapers on the day of tlie broadcast each week. During the war, all copy was institutional, with at least one commercial devoted to Red Cross, USO appeals. War Bonds, other such patriotic causes. Currently, merchandising announcements are combined with institutional appeals. Commercials are slanted to home audiences, with a total allotment of one minute, 45-seconds for the sales pitch. AIRFAX: First Broadcast: November 17, 1943. Broadcast Schedule: Wednesday, 7:30-7:45 P.M. Preceded By: News of the World. Followed By: H. V. Kaltenborn. Sponsor: Atherton Furniture Co. Station: WCSH, Portland, Me. Power: 5,000 watts. Population: 106,566. Producer: United Press. COMMENT: Thoi ough coverage of world events is not enough. There's still mtich to be done in covering the human interest angle ol the news and the j)e()})le who make it. Series here lepresenls one \c'j\ interesting and elleciixe aj^proadi to the |)roi)lem. Laundries MASTERS OF RHYTHM When listeners tune-in a musical piogram, ihey want music with as few inlerrupticjus as possible. In Oakland. Calif., the Market RADIO S H OWM ANSH I P