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SPONSOR PLUS: (I. to r.) Ed Slusarczylc, WIBX, Utica, is civil defense leader; B. Maye-, WGAR, Cleve., appears in stores; Don Bell, KRNT. Des Moines, throws anni
Certain products seem to sell better than others, however. Says Harry E. Travis, production supervisor of WKZO, Kalamazoo: "'We feel that it is most effective to advertise the type i>f item which the listener can go right out and buy during the day, after hearing about it on the air."
WKY, Oklahoma City expands on this: "We advertise almost wholly those products which deal with the household (not TV sets, etc.) but items such as cereals, pastry products, laxatives, toothpaste, shampoos, tea, etc. We try to stay with those products which will interest housewives, since they are our greatest listeners during this time."
WTIC. Hartford, reports: "'Because ours is a breakfast-time program we
are careful to restrict the commercial content to products palatable to breakfast-table listening. Present sponsors include a soap, bank, shaving preparation, coal company, salt, and sodacracker."
Key factor in the success of an early-morning program is the personality of the performer who runs it. Practically all of them are men — except for a few man and woman combinations (usually husband and wife). One station manager explains the male supremacy by saying: "When people get out of bed half-awake, they prefer the more soothing tones of a man's baritone voice."
Possessed of the proper voice, a "morning man" needs a friendly, informal manner; ability to "be him
self" while he ad libs his way through continuity and commercial. Good humor is a quality often mentioned, without corny attempts to gag up the program and impose on listeners. The "smart aleck," egotistical type who talks down to the audience is universally regarded as poison by experienced broadcasters.
Irwin Cowper. assistant sales manager of WTIC, Hartford, describes the ideal morning man: "An m.c. should be a distinct individualist, chosen for his ability to turn a phrase, his natural wit, and above all, his salesmanship. These qualities are hard to define, but they are worth waiting for and seeking. This job calls for an all-around man who is good at everything, for the (Please turn to page 49)
flow Morning Men programs "sets-in-use" compares with other times of dag
Boston
New York
Philadelphia Washington, D.C. Atlanta
Chicago
New Orleans
Cincinna
6:00
3.6
6.7
4.5
11.2
8.7
8.0
7.7
5.9
6:30 o.m.
7.0
11.6
6.9
14.8
10.7
13.1
9.5
8.2
7:00 a.m.
17.2
24.3
17.5
22.2
16.2
24.0
17.7
7.6
7:30 a.m.
20.8
25.7
20.5
25.9
17.0
23.4
20.4
16.0
8:00 a.m.
22.4
25.3
18.6
24.6
25.6
25.2
25.9
20.6
8:30 a.m.
22.3
22.3
17.3
25.2
24.3
23.4
25.0
21.7
9:00 a.m.
27.8
24.5
22.2
26.6
27.7
25.6
30.4
1 1 00 a.m.
29.3
30.5
27.5
25.4
26.2
22.2
28.3
27.5
3:00 p.m.
25.8
20.6
22.5
21.7
24.9
19.2
25.8
22.6 '
J.
8:00 p.m.
25.0
24.7
19.3
24.8
30.0
23.0
44.3
20.3
Source: Pulse (figures are for Much-April 1951 except New York which is May 1951