Radio showmanship (Jan-Dec 1946)

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PROOF 0' THE PUDDING Results based on sales, mails, surveys, long runs and the growth of the business itself. Automobile Supplies SPORTS REVIEW For 11 years, Portsmouth, O., listeners have got their Sports Review from WPAY. Last March, the Western Auto Store decided to tiein ''The Sign of the Circle Arrow" with this long-established dinner-hour show. Results show that "the place in town where you can find everything for the automobile" made no mistake. In July, three commercials on one broadcast informed radio listeners that the Western Auto Store had table model radios at $23.95 to be put on sale the next morning. Before the close of business the following day, Western Auto reported that WPAY had sold 40 radios for it before 6:00 p.m., at an item advertising cost of only 1.6 per cent. The preceding month. Western Auto had used one middle commercial to announce the arrival of 30 bicycles. Dav following, a half holiday, 450 wouldbe-buyers appeared at the store in the three morninghours it was open. The bicyles were sold in the first half lioui at an item advertising (ost of 0.4 per cent! AIRFAX: Three commercials are used on each quarterhour broadcast, with sportscaster, Rusty Marshall, reading the middle commercial. Broadcast Schedule: M-W-F, 6:30-6:45 p.m. Sponsor: Western Auto Store. Station: WPAY, Portsmouth, O. Power: 250 watts. Population: 5 3,304. ^^n 0r/. A ^/. COMMENT: While the sale of hard-to get merchandise is no test of radio's sales-ability, it does point up with dramatic effectiveness, the tremendous listenership built up by long established programs. Beverages NEWS Back in 1934, the Kingsbury Breweries Company took on the noontime news over WOMT, Manitowoc, Wis. It has never given up that six-aweek show, but in the intervening years, Kingsbury has branched out to use radio stations in the surrounding territory with the same type of program. One year ago, Kingsbury increased its radio coverage to include WMAQ, Chicago. 111., with a quarter-hour of vocal varieties. At the same time, August Kingsbury signed on the dotted line for the Fulton Lewis, Jr., co-operative broadcasts over WOMT, in addition to the noon hour news. Both programs have now been renewed for another year. During the 12 years the brewery has used radio, it has found broadcast advertising to be one of the foremost sales mediums of its products. That conviction is backed up with consistent and concentrated use of the medium. Broadcast advertising has, of course, been backed with other types of promotions. Three 50 or 100-word commercials are used on each broadcast and public service annoimcements are frequently used as part of the commercial copy. No direct appeal is ever made to drink l^eer. AIRFAX: Newscaster George Erdman, WOMT program director, has miked the show for the past three and a half years. First Broadcast: August, 1934. Broadcast Schedule: (Noon News) Monday through Saturday, 12:15-12:30 p.m.; (Fulton Lewis, Jr.) 6:00-6:15 p.m. Sponsor: Kingsbury Breweries Co. Station: WOMT, Manitowoc, Wis. Power: 250 watts. Population: 24,404. COMMENT: In radio, loo, great oaks Irom lilllc acorns grow. By consistent t'liort and (oncentrated coverage, adverliser here has been able to expand his inarkel ihrough the application on a regional basis of what proved lo l)e a successliil lonnula, locally. ♦ 388 • RADIO SHOWMANSHIP