Radio showmanship (Jan-Dec 1946)

PROOF 0' THE PUDDING Results based on sales, mails, surveys, long runs and the growth of the business itself. inilh drah'} .' 'Ilial's <i valiiahlr ( rcdit Inic joy you (IS a dralrr and an rx( optionally fine way for you to tie-in your seniic es as a Hairc's dealer." Lcltcr was signed by KGB's tonimcrcial manager, W^illiain A. Evans. When the extra daily broadcast ol the same show was added to the sdiedide, the slation sent another letter to Hagk's dealers, pointing out the fact that the new schedule made Hage's the largest radio advertiser in San Diego and one of the biggest users of radio time in the entire West. Dairies CASA CUGAT Hack's Dairy, San Diego, Calif., stresses its product as being "delightfully different." It wanted a radio series about which the KGB listening audience would say the same thing. It got it in Casa Cugat, a program made up of Xavier Cugat recordings by World Broadcasting. Program started as a 5:00-5:15 p.m. strip. When, after three months, it came up with a 6.4 hooperating, Hack's, San Diego's oldest dairy, added a second strip, same station, same talent. Ten quarter hours a week for this program, 8:15 a.m., '5:00 p.m., Monday through Friday! For 12 years. Hack's Dairy has used KGB exclusively, and prior to Casa Cugat it sponsored a news program, 7:45-8:00 a.m., Monday through Saturday. Series is directed toward the housewife, and since Hack's milk is sold only through grocery stores, commercials stress the idea that the housewife should "make fyour grocer your milkman." Only two \ commercials are used on each quarterhour period, with a 100-word limit. Intent and purpose: to build sales and good will for dealers. When the series first went on the air, J Hack's Dairy used half-page newspaper ads in all San Diego dailies, once a week, for four weeks. Station followed up with a letter to the approximately 1,000 Hack's dealers. Letter gave details about the program, and pointed out the fact that "an outstanding feature of Casa Cugat is the credit giioen for your sponsorship. Every broadcast is introduced as 'brought to you by Hage's and your Hage's ice cream and AIRFAX: KGB's mellow man, Paul Jones, does the Hage's commercials. Combination which gave Casa Cugat more listeners than any other daytime musical program broadcast in the area, according to a radio listening survey: top-flight production, careful timing and smooth announcing. First Broadcast: January, 1946. Broadcast Schedule: Monday through Friday, 8:158:30 a.m., 5:00-5:15 p.m. Preceded By: (a.m.) Cecil Brown News; (p.m.) Melody Time. Followed By: (a.m.) Take It Easy Time; (p.m.) Superman. Sponsor: Hage's Dairy. Station: KGB, San Diego, Calif. Power: 1,000 watts. Population: 232,093. Producer: World Broadcasting Co. COMMENT: Here's one way to simplify production aspects of broadcast advertising, while at the same time taking full advantage of the opportunity to establish air dominance among listeners. Finance OPEN FORUM A sponsored broadcast that doesn't attempt to sell anything on the air is somewhat unique in the annals of radio, but the Floyd A. Allkn InvkstMKNT Company, sponsors of the Open Forum, have been doing just that for over ten years. On June 9 the Open Forum began its eleventh year on the air. Since Jidv 1, 1944, it has been aired over KMPC, Hollywood, Calif. Sponsor uses the program to keep its name before the public, and the broadcast appeal of the series is directed at investors and persons interested in a discussion of local, state, national and international problems. The sponsor is particularly interested in protecting free enterprise and the American system of go\ SEPTEMBER, 1946 • 315 •