Radio showmanship (Jan-Dec 1949)

the commercial aspects of the program plus the application blanks to catch store traffic, are getting their money's worth in advertising. They are combining their variety of products, advertising them in an inexpensive manner, and reaching an extensive area of potential buyers. Popularity of the show is indicated by the fan mail the program receives. Daily an average of 150 letters on the "Magic Word" series arrives at the station. Once on a Friday the announcer made the mistake of stating: "We will see you tomorrow for another 'Magic Word' program." Since the show is broadcast only Monday through Friday, this was an error. But on Saturday WHBS received 172 telephone calls asking about the show. Additional indication of the tremendous appeal of the show maintains is how important it has become in the everyday lives of its listeners. During the holiday season, many persons phoned and asked if they might take an additional supply of application blanks with them on their trips and send their guesses in from whereever they might be. When they had returned from their holiday trips, many of these persons called the station immediately, asking for all the information they had missed. Even for the person who does not have a telephone, the program is an excellent advertising bet. Inasmuch as the judge never has any access to the application blanks, and the person without a telephone who fills out the blank at the store is the only one knowing the correct answer to the "magic word" the system has worked out very successfully for those contestants. The judge for the radio show listens on an extension to every telephone call. When the announcer asks for the identity of the "magic word," the judge replies "yes" or "no" so that not only the announcer can hear it, but also the person being called. In case of applications from the person without a telephone, the judge listens in on an inter-communication system and the announcer waits for his all-important buzz. General trend of the conversation following would be: "Mrs. Jones who re ceived her application blank at Smith's Grocery says she believes the magic word is 'down'." The announcer then says: "In a moment we will hear from our judge as to whether or not this answer is correct." Then on signal he says: "There is the buzzer which signifies that our judge is ready with a decision." The announcer then picks up the telephone extension and receives the information as to whether or not the answer is correct and passes the information on to the listening audience. Through this system of using the buzzer on the air, the program manages to maintain a suspense angle. Obviously the announcer does not know if the guess he is reading is correct and neither does the listening audience. It all hinges on the buzz and the word from the judge. This factor alone has been an important contribution to the ccntinuing popularity of the show. Several thousand batches of application blanks have been made up for the program . . . and one of the station's biggest jobs is keeping participating firms supplied with these blanks — another indication of how widespread is interest in this giveaway show. Preceding the "Magic Word" program in the morning is "Welcome Travelers" on the ABC network and following is "Baukage Speaking" also over ABC. Preceding in the afternoon is "Happy Wilson," a program over a state-wide network which features hillbilly music, and following the program is "Kay Kyser" over ABC. The diversity of these shows assures a varied listening group and is of advantage to the local sponsorship. Morning and afternoon periods for broadcasting were especially chosen by the station because a "shot in the arm" to boost their Hooper ratings was needed. Consequently the program was divided into the two half-hours rather than one complete hour. According to WHBS station manager Richard Warner, this plan has worked out very well for the station. For sponsor, station, and listener alike, this unique take-off on the local give-away program has paid off in every way. 30 RADIO SHOWMANSHIP