Radio showmanship (Jan-Dec 1949)

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gh 2 KSL Programs An informative afternoon program aimed at women listeners is proving its commercial as well as entertainment value for audience, sponsor, and station. "At the Crossroads" being broadcast over KSL Salt Lake City, Utah under the sponsorship of Groves Laboratory Products of St. Louis, Missouri, is the program that is winning plaudits from every direction. Featured performer on the "At the Crossroads" show is Ethel Baker Callis, who presents before the microphone interesting personalities, people who are in Ethel Baker Callis, featured on "At the Crossroads," aired at 2:25 P. M. Monday through Friday on KSL, Salt Lake City, Utah the news, and those with something unusual or novel to talk about. Mrs. Callis' unusual ability for bringing out the ultimate in what is audience appealing and thought provoking is one of the factors which has made such a substantial contribution to the sparkle of the show. Mrs. Callis has had years of experience in radio interviewing. She knows what to say and how to say it — she has a faculty for getting at the roots of interest. In local drama and radio circles she is widely-known. As she sells herself and her guests, she also sells her sponsor's product. Groves Laboratory sponsors the show only on Monday, Wednesday, and Friday. The other two days are still sustaining. Aired for five minutes each day Monday through Friday at 2:25 P. M. over KSL, the costs of the show are at a minimum for AIR FAX: Featured woman star brings sponsor results for interviewing program. Broadcast Schedule: Monday through Friday, 2:25 P. M. Sponsor: Groves Laboratory Station: KSL, Salt Lake City, Utah Power: 50,000 watts Population: 149.934 sponsors. Talent costs run ten dollars for each show, which is certainly reasonable. Commercials vary in length; some are transcribed while others are live. The approach is the more the clincher kind of advertising. And it works amazingly well. This is an excellent example of the greatest benefit from the least in advertising outlay. (Continued on Page 29) MARCH, 1949 17