Radio showmanship (Jan-Dec 1946)

Record Details:

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ihc air al jiisl the right time. Particiihu ("inphasis was to be put on the Bahiiiiore Orioles, International League pennant winners in 1914, whose fight to get into the first division of the International League contest had plenty of staunch local support. Lou Rosenbush came to WFBR with his problem, and time was made available at 9:45 p.m., Monday through Saturday, and at 6: 15 p.m. Sunday for a five-minute lesume of the latest liappenings in the l)aseball world. Nick Campofreda, ace WFBR sports announcer, was picked to air the show, and the first program was broadcast June 24. Series is scheduled to run through September 28, and on September 30, Earl Marshal Amber Tip Cigars begins sponsorship of Nick Campofreda in a 15-minute sports program at ():15 p.m., Monday through Saturday. AIRFAX: First Broadcast: June 24, 1946. Broadcast Schedule: Monday tlirough Saturday, 9:45 9:50 p.m., Sunday, 6:15-6:20 p.m. June 24 through September 28. Sponsor: Amb-A-Tip Cigar Co. Station: WFBR, Baltimore, Md. Power: 5,000 watts. Population: 1,207,000. Agency: Joseph Katz Co. COMMENT: The first step in the successful use of broadcast advertising is to know the market potential and then select a program that will appeal to that particular audience. Here's an advertiser who is doing just that, and with excellent results. GOAL TO GO To carry the ball across the sales goal set for this year's fall season, a variety of sponsors have found in previous years that "Touchdown Tips," with Sam Hayes, has ivhat it takes. Winners and scores forecast for 30 games weekly, coast-to-coast. For complete details, write to NBCRadio Recording Division, New York 20, N. Y. S#s#s#s#s#v#si iSEPTEMBER. 1946 SHOWMANSHIP IN ACTION Promotions and merchandising stunts that will lift a program out of the ordinary. Dairies KIDDIE QUIZ Since 1940, Saturday morning has been a red letter time for youngsters in and around KWLM, Willmar, Minn. When the hands of the clock point to 10:00 a.m., it's Kiddie Quiz time, with the Central Dairy Products Company as party host. At the beginning of each broadcast, each child is given a number, and each is called before the microphone by number, with the choice of answering questions or singing a song. With cash prizes for correct answers, and a Dainty ice cream cone or bar coupon for each contestant, there's plenty of incentive for facing the microphone. Money for missed questions goes into the jack-pot. Every child in the audience has a chance at the jack-pot question, with each given pencil and paper on which to write the answer. The answer nearest being correct rates the money in the jack-pot. Mid-program, there is an announcer's contest, in which two children read Central Dairy commercials. AIRFAX: First Broadcast: 1940. Broadcast Schedule: Saturday, 10:00-10:30 a.m. Sponsor: Central Dairy Products Co. Station: KWLM, Willmar, Minn. Power: 250 watts. COMMENT: I o reach the family through its children, programs of this kind have proved to be very effective for a wide variety of sponsors. Six years of continuous sponsorship speaks for itself. • 313 •