Radio showmanship (Jan-Dec 1946)

ernineiu, and broadcasts are slanted in that direction. Four guest speakers are presented on each Sunday evening program, with selections made from among business and civic leaders in Los Angeles. AIRFAX: Program was conceived by Mel Uhl, who acts as producer. First Broadcast: June 9, 1936. Broadcast Schedule: Sunday evening. Sponsor: Floyd A. Allen Investment Company. Station: KMPC, Hollywood, Calif. Power: 10,000 watts. Population: 1.805,687. COMMENT: Public service doesn't have to be merely a civic gesture. It can also create good will for the sponsor, with business expansion the next step. Here's an advertiser for whom good will and public confidence is all important, and ten years of continuous sponsorship indicates that this public service feature has created just that. on each broadcast, with a combined wor( count of 180 words. Sponsor identificii tion and the rtdes for listeners wanting t( air classifieds make up the opening an( closing of each broadcast. In its loin sponsorship of the series \Vestphal's ha combined ptiblic service with merchan dising to create store traffic. AIRFAX: First Broadcast: 1928. Broadcast Schedule: Monday through Saturday, 11:451 12:00 (noon). Preceded By: Farm News. Followed By: Melodies at High Noon. Sponsor: Westphal's Paint & Hardware. Station: WOMT, Manitowoc, Wis. Power: 250 watts. Population: 24,404. COMMENT: Sponsored or sustaining, pub lie service is still public service. When such a series is sponsored, it usualh merits that much more attention from station personnel. The net result: a bet ter show. I Hardware Dealers AIR EXCHANGE Listeners may be prodded into expressing reactions to a radio program, btit all too often, even for a program they enjoy, when it is taken off the air, too few do anything about it to do any good. That's w^here Air Exchange has it on many other types of programs. A mail check during the month of May revealed an average of 107 pieces of mail at WOMT, Manitowoc, Wis., plus an average of 30 walk-ins at the station and 70 walk-ins at the sponsor's place of business. And this record has been maintained over a ten-year period of continuous sponsorship! AVhat pulls the mail and creates store traffic for Wkstphai/s Paint & Hardwark Store is a classified page of the air format, with the a 25-word limit on all want ads aired on the program. Want ads are rini for approximately three days, and include rentals, sales, employment, lost and found and exchanges. CoNLAN surveys also indicate that the program pulls listeners lor WOMT. For the past ten years. Air Ex( luuigc has been in the top three in listener interest. Directed at the general public, the show is aired Monday through Saturday at 11:45 a.m. I'wo rommercials are used Men's Wear NEWS Of course westerners still wear ten gallon hats, Levi's and chaps. When there's a job of work or a day's riding to be done, they dress accordingly. But inbetween-times, they wear the same clothes that metropolitans go for. \Vhat that meant for AVagner's, Bozeman, Mont., men's wear store, was a complete stock of merchandise for both townsmen and countrymen, men and women, yotuig and old. But it wasn't enough to just stock the merchandise. There also had to be a con tinual turnover. AVagner's gets its sales by radio advertising, with copy changed to j take advantage of new merchandise or I changed conditions on a day-to-day basis. After trying sexeral types of programs, as well as using spot announcements, AV'AGNEr's finally settled down to sponsoring newscasts on KRBM. Seven nights a week, 52 weeks a year, the people of the Gallatin Valley region get their news from \V^\gner's. (Comments Louis H. Wagnei : "Out here, people like to look you in the eye, grasp yoiu' hand, hear the tone of your \ oice. The friendly voice of radio brings j people into our store where they can size lip both us and our merchandise. For a 316 RADIO SHOWMANSHIP