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Consistency Does It.
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Same Program, Ditto for Time arid Station, Fi'ue Times Weekly Is Eight Year Party Record Over KYShA for Hubbard Millmg Co,
by VERNARD E LliNDIN, advertising manager
WAY back on July 18, 1938, when KYSM, Mankato, Minn., cleared all FCC hurdles and began broadcasting at 1230 on the dial, it was 12:30 (noon) on the clock when the Hubbard Milling Company, pioneer Mankato flour milling and feed manufacturing concern, went on the air with its Hubbard Sunshine Dinnertime Party to promote the sale of Hubbard's Sunshine Concentrate and feeds and mashes for all livestock and poultry made the Hubbard Sunshine way. And Hubbard has occupied that same 15-minute spot five days a week, Monday through Friday, ever since.
Nor has the basic theme of the Dinnertime Party changed in those eight years. Old-time music (waltzes, polkas, schottisches, landlers) has been aired day after day, year in and year out, with no apparent decrease in listeners. Frequent surveys through the years have Droved the Sunshine Dinnertime program one of the most popular carried on KYSM.
Two of the musicians, Maury Piche on the violin and Curtis (Swede) Johnson on the piano-accordion, have been with the ensemble continuously since 1939. Bass fiddles, steel guitars and other instruments have been used from time to time to complete the group.
To add a bit of variation to the oldtime music, the Dinnertime Boys toss in a popular ballad with vocal on each broadcast.
To introduce the program, the desired sound effect was the clarion call of an oldtime dinner bell, but various substitutions of the hand bell type were used un
til a genuine old gong was found in a pile of scrap iron being salvaged lor the war effort. The bell became a dinnertime and KYSM institiuion until it cracked.
Requests for personal appearance of the Hubbard Sunshine Dinnertime entertainers are frequent, and the boys have appeared before nimierous farm elevator meetings and similar rural gatherings each year. Broadcasts are originated each fall from several county fairs in Soiuhern Minnesota and crowds which gather for the broadcast and show reflect the popularity of the program.
Station KROC, Rochester, Minn., was tied into the broadcast by wire from Mankato in 1942, and that station has also carried the program since then.
The single body commercial, injected in the middle of the program, is devoted to the gospel of good sanitation and balanced feeding for greater profits in livestock and poultry production. Just before the sign-off, KROC and KYSNl individually plug the names of several Hubbard dealers in their primary areas, further increasing the value of the program.
Prior to the war, one remote broadcast each week was made from the town and place of business of some Hubbard dealer and hundreds who witnessed these broadcasts are still among the devoted followers.
The Hubbard Sunshine Dinnertime Party is produced without agency assistance with Maury Piche handling music, and Loretta Ulmen of KYSM writing continuitv and commercials.
OCTOBER, 1946
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