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ONE SPONSOR TAKES FOUR HOURS OF CHRISTMAS DAY TIME
V^ Uakland Federal Savings & Loan Association broadcast lour hours of tranjC scribed Christmas Day programs on KLX, Oakhind, Calil. Placed through f ^ the Ad Frikd Ai)VKRnsiN(; Agency , it was one of the largest blocks of time bought by a single sponsor for a Christmas Day broadcast. No commercial copy was used, other than institutional identification. Charles D. Bowman, president of Oakland Fkdi-.ral Savings K: Foan, on l)ehall of ilie fjoard of directors and personnel, used the commercial lime h)r wishing listeners season's greetings.
From 8:00-9:00 a.m., it was the Children's Hour, with sparkling (hildren's stories narrated by famous artists of radio and screen, and children's songs. Between 10:30 and 11:30 a.m., listeners heard such dramatic features as TJie Littlest Angel, and The Juggler of Our Lady. Christmas carols and music were broadcast from 1:00-2:00 p.m., and popular Christmas music was aired between 3:00-4:00 p.m.
HAND BILLS TO BUILD AUDIENCES
\^ When the Allen Dairy Company, Fort Wayne, Ind., decided
4^ to sponsor a Christmas Eve broadcast over WGL it set out f ^ to let the world know about it. A hand bill was distributed throughout the listening area giving time-and-station data. What Allen Dairy offered was A Christmas Carol, (KasperGordon, fnc), starring Tom Terris as Ebenezer Scrooge in the Dickens classic. Show^ was broadcast Christmas Eve at 10:30 p.m. as a 30-minute feature. (Same series was sponsored by YouNKERS Department Store, Des Moines, la., at 9:00 p.m., Christmas Day, over KRNT.)
SPECIAL SHOW FILLS REGULAR TIME SLOT
\^ 1 o celebrate the Yuletide, The Land We Live In changed from its
y^ usual weekly dramatizations of historical events to a presentation of ^ ^ a Christmas fantasy. The broadcast, titled A Legend of St. Louis, led listeners in the footsteps of a mythical stranger in the city on Christmas Eve. Sponsored by the Union Electric Company on a 52-week schedule, the series is aired Monday, 6:30-7:00 p.m., over KMOX. Christmas episode was written by Gini Beattie, directed by Ted Westcott. Script feattired 12 actors, a 23-piece orchestra.
COMMUNITY SYMBOL OF CHRISTMAS JOY
\^ J even Christmases ago, the Boston & Maine Railroad and WEEI, Boston,
■y^ Mass. staged the first Commuters Christmas Carol singing from the Grand ^ ^ Concourse of the Boston &: Maine station. It's now a Back Bay Christmas tradition. Carol singing by commuters passing 'through the Concourse on their way home starts at 5:00 p.m. The last 15 minutes of the singing is picked up by WEEI and aired at 5:30 p.m. Every day during the Christmas w^eek, station talent leads the group singing. Printed copies of the carols are given to commuters, one and all. Song fest is supplemented by daily organ recitals at 8: 15 a.m., which are not broadcast. Talent for 1945 included Gloria Carroll and the Wild Azaleas, a male trio, with Ray Girardin as emcee. At the organ was Doris Tirrell. Return engagement for 1946 is already scheduled.
OCTOBER, 1946 •337«