Radio showmanship (Jan-Dec 1946)

SHOWMANVIEWS Briefly noted here are new releases in the field of syndicated features. For a complete listing of syndicated features, refer to the RADIO SHOWBOOK. Informational YOUR BABY'S HEALTH For the young niolher and her equally anxious husband, there's nothing more important than Your Baby's Health. At afternoon bridge or at the dinner table, it's a subject of luifailing interest for those with wee ones. \Vhen a radio series comes along with its one purpose that of delving into the problems of Your Baby's Health it's certain to get the ear of the woman whose hand rocks the cradle. Just such a transcribed feature has been produced by an outstanding medical authority, Dr. Frederic Damrau, for local and regional sponsorship. No novice at the microphone, Dr. Damrau has made inntnnerable network appearances on medical subjects discussed in the layman's language. A 5-minute strip. Your Baby's Health follows a qtiestion-and-answer format with Adeline Maneery as interlocutor. Dr. Damrau's answers are simple and direct. A photographer was among the fust to take on sponsorship of the syndicated feature, with the series aired three times a week at 2:55 P.M. for 13 weeks over WSYR, Svracuse, X. Y. The Dr. Damrau approach: tin biased information to young mothers on the care of infants. No mention is made of the product or its use. Wisely, the editorial content is designed to attract listeners. It's the job of the commercial to sell the product, with U^^ minutes allotted for the selling message. AIRFAX: Two other 5-ininute strips have been produced by Dr. Damrau. Your Skin Problem, a 5-minute series sponsored by Teru Cream, is aired over WHKC, Columbus, O. Schedule: five days a week for eleven weeks. Another series. Your Stomach Problem, went on the air over WHGB, Harrisburg, Pa., January 7. Producer: Dr. Frederic Damrau. COMMENT: While these programs are suitable lor sponsorship by almost any business, these edticational broadcasts provide, in particular, a medical background for products which are suitable for self-medication. AVhile the audience will necessarily be a limited one, all who listen are potential users of the sponsor's product. Music REMINISCIN' WITH SINGIN' SAM Homespun philosophy and homespun music gets a big hand from a vast segment of the listening atidience, and that's what Siugin' Sam gives them in his mtisical reminiscences. Old standards and new favorites, tunes everybody loves, are played by Charles Magnante, accordion soloist and his orchestra with the Mullen Sisters Singing Trio. Open ends allow for the commercial message and sponsor identification either on a separate disc or for live announcement by the local station announcer. Optional: sponsor's announcement on a separate disc can be made by Singin' Sam. Except for flat minimum rates in 26 major markets, series is available on a 5-time weekly basis at the 1-time national class A qtiarter-hour quotation as of Standard Rate & Data. Series is now on .S9 stations. AIRFAX: Programs are available on a five-a-week-basis. Records are waxed on a five-times-per-week, 52-week basis, but the show can be scheduled for three times a week. Type: E.T. Time Unit: 15 Minutes. Producer: Transcription Sales, Inc. COMMENT: Musical offerings programmed for continuity is the current trend. Here the sponsor gets network talent and production at strictly local costs. FEBRUARY, 1946 • 69 •