Radio showmanship (Jan-Dec 1946)

AIRFAX: Program idea was originated by the Al Newman Advertising Co., is owned and produced by the agency. Interested radio stations may secure the right to use the format, scripts, commercials and continuity as a weekly ser\'ice. Narrator on the KMAC feature is Tony Bessan. First Broadcast: August 19. 1945. Broadcast Schedule: Sunday, 2:45-3:00 P.M. Preceded By: Music for Dreaming. Followed By: Murder is My Hobby. Sponsor: Bobby's Flower Shop. Station: KMAC. San Antonio, Tex. Power: 250 watts. Pofmlation: 350,000. Agency: Al Newman Adv. Co. COMMENT: Sponsors don't need a Jack Benny or a Bob Hope to produce sales. Here's evidence that an easily produced feature that's well within the budget of almost any advertiser will produce results if it meets the listening interests of the audience the sponsor wants to reach. SHOWMANTIPS New program ideas briefly noted. Jewelers NEW HAVEN HEROES SPEAK A new series of programs, under the guidance of Bob Savitt, has been • naueu'-ated over WELI, New Haven, Conn., by SAVITT JEWELERS. New Haven Heroes Speak is presented iSunday, 10:30-11:30 A.M. New Haven servicemen and women, stationed in all parts of the world, write to Bob Savitt to have special musical selections played and dedicated to their special people back home. Furriers Home Furnishings WOMEN TODAY Back in 1944, the J. W. Rowlands Co., one of the largest furniture houses in northwestern Ohio, knocked on the door of WLOK, Lima, O., in search of a program to interest the housewife. Women Today was born, with WLOK chief announcer, John Daniels, as emcee. A quarter-hotir, fivea-week show, the series is a news-andmusic combination slanted at Women Today. News of outstanding figures in the feminine world, as well as bits from Hollywood, and the theatre world keep listeners posted on what's what. Each l)ro<idcast concludes with a poem, many ol iliem original verse contributed by h'sleners. When h'steners were offered a free hook ol \erse, 1,000 copies were dis11 ihiited by request in jigtime. Evidence ol salesability: Rowlands promoted some rather expensive mercury-ray siui lamps through radio alone, was extremeh ''lal ificd at ihc luiinhcr sold. FASHION SHOW An added stimulant for the sale of furs was the special promotion conceived by WELI, New Haven, Conn., for the I. J. FOX FURRIERS of that city. The special event took the form of a fur fashion contest and was presented as an added presentation at the LOEW-POLI THEATRE. A capacity audience of 3,700 people saw 20 of New Haven's most beautiful girls model a quarter of a million dollars in fur coats ranging from mink and sable down to the more popular Hudson seal and lapin. The full score of young ladies were in competition for the title of Miss Fur Fashion and a first prize of a S500 I. J. FOX fur coat. Second and third prizes: GRUEN wrist watches. All who appeared in the contest received CURLOX permanent waves. The feature was entirely a radio promotion. I. J. FOX bought spot announcements in quantity two weeks in advance of the contest plugging for entries and inviting listeners to attend the fur showing. A record number of 200 contestants applied and the 20 models were selected from this group. No newspaper advertising was used. Sustaining ADVENTURES FOR YOUTH Scripts that arc written and played by Saginaw, Mich., citizens entertain and educate the local children for the quarter-hour beginning at 5:15 Monday afternoons. The WSAM program is designed to create and foster an understanding and appreciation of the arts among the local children of school age. A community project, the Radio Council, the Junior League, the Parent-Teachers Association, the local dramatic society, the libraries, and the children take turns presenting the program. First broadcast: September, 1944. AIRFAX: First Broadcast: October, 1944. Sponsor: J. W. Rowlands Co. Station: WLOK, Lima, O. Power: 250 watts. Population: 44,71 1. COMMENT: Ihc use ol gi\e-avva\s gixcs I he a(l\(ilis(i an inxaluable gaii.^c ol lisicnci iiiicK si ill a radio scries. Realtors OFF THE BEATEN TRACK Commentaries on great and little people, oddities of Canadian history and stories from every corner of the world are aired for five nights a week at 8:05 P.M. by Dick Dicspecker. Sponsored by the H. A. ROBERTS CO., LTD., over CJOR, Vancouver, B. C, the show plugs higher-priced real estate. Diespecker sees the houses, writes his own tlescriptions and personal reactions to deliver the commercial. World-traveler Diespecker augments the show with material sent in by listeners or gleaned by reading. • 68 RADIO SHOWMANSHIP