Radio showmanship (Jan-Dec 1946)

After each broadcast, a winner is declared through votes from the radio audience. At the end of three months, all winners from each broadcast compete for the grand prize. Weekly mail pull: 500 letters. Commercial content is almost nil. HEmER's is content to let an occasional reminder that the audience is listening to Heider's Showcase carry the ball, saleswise. AIRFAX: First Broadcast: November, 1945. Broadcast Schedule: Saturday, 11:00-11:30 A.M. Sponsor: Heider's Music Store. Station: KSLM, Salem, Ore. Power: 1,000 watts. Population: 36,000. COMMENT: Especially in smaller communities, a program of this type creates a tremendous amount of local listening appeal. The weekly vote-by-mail idea gives the advertiser a listener check. Public Utilities THE BLUE FLAME While it's true that the scope of women's interest has increased beyond the confines of the home, the job of making the family comfortable and of providing appetizing, nutritious meals is still of prime importance to the average housewife. To provide assistance in the neverending problem of what to serve, the Water and Gas Department of the City of Duluth (Minn.) recently concluded a series of programs. The Blue Flame, over WEBC. Offering also acquainted homemakers with new products and conveniences utilizing gas, gave them tips on how to receive optimum results from gas appliances. Ihc program was planned to promote the use of gas and gas appliances, by stressing the "magic of the Blue Flame." In addition to telling listeners about new ideas in cooking with gas, the scripts also included feattires about home decoration, fashions, other t id-bits from the women's world. AIRFAX: Scripts were prepared and delivered by Elgie Carter. News of seasonal foods, good food buys and recipes were all a part of the format. A complete menu for the day closed each broadcast. • 62 • First Broadcast: January 4, 1944. Broadcast Schedule: T-Th, 4:45-5:00 P.M. Preceded By: Rhythm Matinee. Followed By: News. Sponsor: City of Duluth, Water 8C Gas Dept. Station: WEBC, Duluth, Minn.-Superior, Wis. Power: 5,000 watts. COMMENT: Women's interest in food is more than a matter of a one-time special cooking school, other events of that kind. It's a year-around proposition and the sponsor here rendered a valuable service on a long-time basis. Sustaining STORY ROAD Binghamton, N. Y., youngsters travel new and pleasant roads every Thursday afternoon. Under the direction of a radio committee, the English department of the Binghamton City School system has taken moppets down the Story Road for three years. Using school children for cast, teachers for script and narration, Story Road presents English and American classics, other literature familiar to the average listener. A thorough rehearsal with appropriate sound effects and dramatic production precedes each broadcast. In preparation for the programs, teachers and pupils have been made more aware of the need of good oral reading and correct speech habits. Emphasis is given to attentive and discriminating listening to radio programs. Between the programs are class discussions, oral and written compositions, letter writing, dramatizations, further reading of similar stories, library trips, acquaintance with authors and illustrators and simulated programs within the classroom. Thus the radio is used to enrich, diversify and focus the teaching of speech, English and reading. Except for one season the program has been carried on a sustaining basis. A druggist sponsored the series for one \eai , but used no commercial message. Story Road enjoys a large listening ;iudience, both adult and juvenile. The Boaid of Education went to consid R AD 10 SHOWMANSH IP