Radio showmanship (Jan-Dec 1946)

CLAIMS TO FAME To help create greater understanding of radio's contribution to community life, this series will highlight the development of stations who subscribe to RADIO SHOWMANSHIP for their advertisers in various parts of the country. STATION PROMOTION What promotes the station, creates listener interest, promotes the advertiser. KIDO, Boise, Idaho, came on the air for the first time on October 3, 1923, when it broadcast the Boise High School Opera. As far as is known, KIDO started the first regular broadcasting program west of the Mississippi. KIDO brings to its audiences features of educational value, subjects of national importance and matters of local interest. KIDO has consistently promoted Music Week and helped the move become a national observance. High schools, colleges, churches, civic groups and civic movements can always look to KIDO for promotional help. In 1937 KIDO broadcast the circumstances of the sinking of a farm at Buhl, Idaho, and started a chain of interest that circulated around the world. The same year President Roosevelt was presented to the radio audience over KIDO by Senator Borah, Idaho's great man. Blind, paralyzed Bill Carpenter, who became of national interest through the Believe It or A'Ot column spoke to the nation over KIDO. During the war, KIDO aggressively joined in the various war effort programs of the nation and the locality. Every War Bond drive was campaigned by KIDO with the result that the station became a purchase focal point. In over 17 years of commercial operation, KIDO has retained ten of its charter member sponsors. They are: Foster FuRNiiijRE Company, Reilly Atkinson & Company, C. C. Anderson's Department Store, Idaho Power Company, Baird's Dry Cleaners, Boise-Payette Lumber Company, Falk Mercantile Company, Fletcher Oil Company, and Green Grfefin Jewelers. NO PLACE LIKE HOME While brochures, folders, stuffers, et al, designed to catch the eye of the national advertiser are stock-in trade promotion for most local radio stations, brochures of interest to those who make such advertising profitable, namely, the listener, are something of a rarity. Not so, with KBIZ, Ottumwa, la. What sets the tone of 16-page booklet is a letter from KBIZ president, James J. Conroy, reproduced on the last page. Addressed to "Dear Friends," the letter points out that one year ago the new management and new staff pledged to constantly improve the service of KBIZ, and listeners are thanked for their letters which indicated their satisfaction with the various improvements. Writes President Conroy: "Your purchasing our advertisers products indicates your loyalty to them and to KBIZ. This revenue from our advertisers will enable us to constantly improve our program service to you." Booklet includes a historical sketch of the area, pictures of the community, its diversified industry and its retail center. The part played by KBIZ in the community life is explained in the laymen's language, and pictures of staff members and the studio personalize the station for those in the Ottumwa listening area. FRIENDSHIP BOND Women who work by day, listen by night, and the radio station that wants to win these workers to its entertainment hall must turn to out-of-the-usual promotion to get their ears. In New Haven, Conn., WELI comes up with a twist which did more than focus the attention of the women workers on the station. It also won the approval of the local advertisers who used WELI time. Each month, WELI awards a War Bond to the person who in the opinion of the WELI Shopper displays the most courtesy to the shopping public. During each four week period, WELI Shopper, Mildred Joseph, shops all New Haven's principal stores, then selects the salesgirl who in her opinion displayed the most solicitude, the greatest friendliness. BLUEPRINT FOR SALES To sell the market as a whole, rather than just as a local city area, WOWO, Fort Wayne, Ind., let time buyers have it with both barrels. First shot in the promotion campaign: a telegram sent to time buyers on the WOWO advertising agency list. Message delivered by WESTERN UNION: "Buy a market that represents best 50-50 rural-urban population in nation. Blueprint of this market has been compiled in booklet form and will be on its way to you soon. Hold placement of ritdio contracts until you see how this blueprint fits your needs in Indiana, Ohio and Michigan." Several days later time buyers received an 8-page blueprint, replete with facts and figures about both primary and secondary coverage. • 70 • RADIO SHOWMANSHIP