Radio showmanship (Jan-Dec 1949)

Program Pulls Mail Carter Ringlep, Assistant Manager of KMOX in charge of night operation reports that the "AD Night Frolic," the new KMOX 24-hour broadcasting schedule which started October 11 has already reached a high degree of popularity as attested by the hundreds of congratulatory letters and telegrams received from listeners all over the United States and such far away points as Hawaii. Ringlep reports that orders for commercial participations are being received daily. KMOX "All Night Frolics" starting at 1 1 :35 P. M., CST and running continuously until 6 A. M. Monday through Saturday and until 2 A. M. Sunday is a Disc Show made up largely cf Hillbilly and Western music with Irving Victor handling the emceeing and commercials. KMOX, St. Louis, broadcasts on 1120 kilocycles, 50,000 watts, clear channel. 5,123 Entries in Contest When KIXL Dallas offered a $100-prize for the best gioup of "Think It Overs" submitted by listeners, more than 5,123 entries arrived during the twoweek period. Station features the proverbs and bits of philosophy as station breaks: "Here's something to think about" — the thought — then, "Think it over," plus musical background. 7 Up Renews on WCOP Showing its satisfaction with its program, the 7 Up Bottling Company of Boston has renewed its sponsorship of "Let's Read the Funnies" on WCOP and WCOP-FM, Boston. New contract is for 52 weeks. Program, aired 8:30 to 9 A. M. Sundays, features Nelson Bragg reading the Boston Sunday Globe comics. GROUCHY GUS (Continued from Page 8) program arrangement, he also uses a small amount of newspaper advertising regularly. Commercials on the show aim for immediate sales. The opening and closing commercials are straight sales language with the middle commercial given in some foreign language with the pertinent facts in English. For instance, a Chinese will read a bona fide commercial in his own language, but will revert to English for the sponsor's name, his product, and any information about the product which the commercial department deems important enough to be read in English. Ideas of this type commercial is that "in any language our sponsor's product is tops." Mail pull on the show has been tremendously indicative of the success and popularity of "Grouchy Gus." Byars has found that sales have increased noticeably since the show has taken to the airwaves. Besides the clever nature of the program, its placement on the day's schedule puts it in a gocd spot for audience reception. It is preceded by Herb Schriner, a CBS airer, and followed by a local program of classified ads on the air. The pre-dinner quarter-hour is one which finds radios tuned on at home, and in the cars of homebound working men. A smart and timely gimmick for an imaginative sponsor, it is doing the job it was cut out to do. AWARD WINNER (Continued from Page 11) story of allegory." Several PTA groups expressed "wholeheatred approval of the series," and numerous mothers acclaimed the shows for their entertainment-pluseducation value. "Entertainment was the prime object," says writer Stern. "We wanted to take the curse off the so-called 'good' stories children are "supposed' to read." Judging from the response, "Days of the Giants" did all that and more. SPOTS MEAN SALES (Continued from Page 1 3) will be radio stations such as yours that will do it. During the past season we were on more than 60 stations. This coming season we can pick 30 and sell four times as many as we did. "We have found that a 1 ,000 watt station can bring in better results than a large number of the 50,000 watt stations. It doesn't seem possible but it is true." J A N U AR y, 119 4 9 31