Radio showmanship (Jan-Dec 1949)

Record Details:

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M. E. Harlan, "Light and Mellow" advertiing agent; William Baker, president of Regal Amber Brewing Company, Herbert H. Kirsch.ier, senior vice-president of Advertising Association of the West with Vancouver Trophy LIGHT AND MELLOW WINS TROPHY AIR FAX: "Light and Mellow" a theme, a selling philosophy, and a way of life. First Broadcast: April, 1942 Broadcast Schedule: Tuesday, 7 to 7:30 P. M. Station: KNBC San Francisco, California Sponsor: Regal Amber Brewing Company Power: 50,000 watts Population: 634,530 "Light and Mellow," that's the name of a radio show but it's even more than that. It's the theme of the show — it's the selling philosophy of the commercials — it's the tempo of the musical selections. In fact, it's almost a way of life. Better than all that, "Light and Mellow" is superlative showmanship -and that's not just the producer or the advertising agent talking. "Light and Mellow" is a proven example of what can be done with a simple, basic formula and a little showmanship. It's proof that a prize winner is on top of the heap not necessarily because it is some thing new, but because it pleases. "Light and Mellow" is a prize winner. The Advertising Association of the West has honored the show by giving it the Vancouver Trophy. That trophy signifies that "Light and Mellow" did the best job of radio advertising in eleven western states, and western Canada. The half-hour program is sponsored over KNBC, San Francisco, at 7 P. M. on Tuesdays by the Regal Amber Brewing Company of San Francisco. RADIO SHOWMANSHIP