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AIR FAX: Lively morning commentary
by woman with varied career proves
successful formula for national and local
sponsors
First Broadcast: September, 1947
Broadcast Schedule: Monday through
Friday, 10:15 to 10:30 A. M.
Sponsor: Cooperating
Station: WCSC Charleston, South Carolina
Power: 5,000 watts
Population: 71,275
Preceded by: News of the Movies
Followed by: Arthur Godfrey
Right kind of personality on the right kind of program usually makes a sure-fire hit for any sponsor. Using that formula, a group of cooperating sponsors, mostly national product manufacturers, have placed on the air a show featuring Mrs. Pear) Baum, one of the most versatile and gifted members of station WCSC in Charleston, South Carolina.
Written and presented by Mrs Baum, the program's effectiveness is measured by the wide scope it covers. Because conversation between Mrs. Baum and the program announcer includes every con
Pearl
Baum
Says
ceivable topic from how to stop junior from sucking his thumb, through recipes, housing, raising of children, parties, character traits, advice of all kinds, household hints, appeals for CARE, TB and Red Cross funds, to world affairs, the kind and number of listeners is unlimited.
Cooperating sponsors have found that Mrs. Baum's type of advertising has brought customers flocking into their stores, or on the national scale, begging for their name products. Success of her apparently magic sales talk has sold sponsors on radio as an advertising medium.
Called "Pearl Baum Says," the show features commercials woven right into the script. The plan is for the subject under discussion to build right up to the commercial, so that it doesn't sound like advertising, but rather like a part of the general, casual conversation. Participations are approximately 150 words. They are sold at a flat rate.
One of the biggest advantages for the original sponsors of the WCSC show was the little outlay needed for advance publicity for the show. Mrs. Baum's previous
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RADIO SHOWMANSHIP