Broadcasting (July - Dec 1942)

ON THE PREMISE that a, knowledge of racial customs is essential to the Jewish mar ket broadcaster WBNX, New York, has issued a guide to the religious holidays, ritual and dietary laws of the Jewish people, titled The Jewish Radio Market. The booklet is written by Abe Lyman, producer of Jewish programs on WBNX, checked and approved by leading rabbis, and distributed to agency executives, time buyers, writers and advertisers. A five-year calendar of important Jewish holidays is followed by an analysis of the Jewish listening audience, particularly from the point of view of language preferences. Here the author estimates that at least 60% of the Jewish radio audience understands Yid Jewish Market Guide — Nothing to Sell — Newscast Timetable — Eyes Aloft — Audience Survey dish although unable to speak it fluently or at all. A section on definitions and requirements of acceptable food products follows: Holidays, and a detailed account of attendant ceremonies and customs, are described in an "Introduction to the Holidays." Suggestions for appropriate commercials and products suitable for promotion at various times of the year are found at the conclusion of the guide. WIT'S A GIFT, FEttERS-IUST iIKE THE WAV WDAY HAS OF WM.T>\HQ VP RED RIVER VALLEY BVSIHESS FER SMART ADVERTISERS. THY WDAy, AND SEE FER VERSEiF."' WDAY Sewing Class WITH NOTHING to sell, G. TambljTi Ltd., Toronto drug store chain, is sponsoring sewing classes on CFRB, that city, in cooperation with the clothing administration of the Canadian Wartime Prices & Trade Board. Planned to aid the firm's customers in remodeling old garments for additional wear, the drug chain provides expert instructors and the women bring their own garments to work on. Other firms with merchandise to sell to the women attending sewing classes may later sponsor the program. Giveaway A WAR STAMP giveaway highlights the Dunn's Lucky Shoe Box quarter-hour programs scheduled daily on WPEN, Philadelphia. Listeners are invited to register their names each week at any Dunn store in the city. All the coupons are placed in a shoe-box and three names are called during each broadcast. If the selected registrant calls the station within 15 minutes he or she is awarded $5 in War Stamps, the money pyramiding. A new registration list is used each week. Bob Roberts, announcer, handles the program. CBS Advance Promotion ALL CBS aflfiliates carrying the network's sustaining series Daytime Showcase, Mondays, 10:3011 p.m., recently received from the CBS promotion department a special envelope containing sample announcements and advertisements to be spotted locally as advance promotion for each week's broadcast, through Dec. 28. Newscast Timetable POCKET-SIZE timetable cards are issued weekly by WGBFWEOA, Evansville. The cards contain listings of stations' newscasts and a hint to refrain from disturbing friends with phone calls while news is on the air. .FARGO, N. D.-5000 WATTS-N.B.C. AND BLUE AFFILIATED WITH THE FARGO FORUM FREE & PETERS, NAT'L REPRESENTATIVES Pacific Eyes Aloft DESIGNED as a reminder, red white and blue 8% x 11-inch announcements of the weekly halfhour NBC Eyes Aloft, moralebuilding program presented under auspices of the Fourth Fighter Command, have been forwarded to more than 150,000 volunteer observers and workers on the West Coast. Announcements, which feature photograph of the NBC gold trophy awarded to an outstanding observation post or filter center each week, were distributed through cooperation of Brig. Gen. William E. Kepner, commanding general of the Fourth Fighter Command. * * * Theatre Tieup IN A TIEUP with a Hellzapoppin' unit running at the Forrest Theatre, Philadelphia, recently WPEN, that city, used display advertisements daily in the Philadelphia Daily News to publicize its Night Club of the Air show which presented various members of the cast of Hellzapoppin'. During the entire performance of the stage show, WPEN microphones were prominently displayed and station call letters were announced during the Radio Rogues' act. Audience Study A RECENT SURVEY of the economic background of WQXR, New York, listeners to enable sponsors to know how much money is spent on food, drink and taxes, indicated that all WQXR families "live neither on Park Avenue nor in the slums". The research agency. The Pulse of New York, analyzed a random group of listeners, 1,348 families in the five boroughs of Greater New York, in Northern Jersey, Westchester and Nassau. * * * British War, Peace Aims BOOKLETS containing official statements on British war and peace aims, are offered to listeners free by Sydney Moseley, commentator heard on WMCA, New York. WALTER TETLEY who portrays Leroy, the nephew in the weekly NBC Great Gildersleeve, sponsored by Kraft Cheese Co. (Parkay margarine ) , plays a cockney role in the Warner Bros, film, "Gorilla Man". Dale Evans and Connie Haines, radio vocalists, have been added to the cast of "Stage Door Canteen", being produced by Sol Lesser Productions. Miss Evans is featured on the weekly NBC Chase & Sanborn Show, sponsored by Standard Brands Inc. (coffee, Tenderleaf tea). Miss Haines is soloist on the NBG Ahhott & Costello Show, sponsored by R. J. Reynolds Tobacco Co. (Camel cigarettes). THE 5000 WATT Voice of the Tri-Cities ROCK ISLAND ■ DAVENPORT ■ MOUNE I "Radio homes coverage? — more than the whole state of Maine." J Affiliate .-Rock island ARGUS Basic Mutual Network ^ 1270 KC FULL TIIVIE J Page 36 • December 21, 1942 BROADCASTING • Broadcast Advertising