Radio annual (1938)

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heavy play recently in one of store's series of editorialized advertisements in the Bakersfield Californian, newspaper. Piece was headed "Shopping via Radio" and told how store was using the airwaves over Station KPMC. Included were pictures of Lois Burke, KPMC, air personality who conducts the store's daily "Women in the News," and of "Uncle Mel" Dreyfus, skipper of the "Kid's Club," airing weekly for the same sponsor. Guiding light of stunt was Tames Stevens, store ad manager, who is keenly interested in radio. At one time he handled his own program for the outfit. "Around the Dial" ir Something different in station info-dispensers has just been issued by WDGY, Minneapolis-St. Paul. New mailing piece measures 3V2 x 8 and has sixteen pages. "Around the Dial with WDGY" is the title, and at top of each page is a small clock, each set at halfhour intervals of day. Under the clocks, type of program airing at that time is listed, plus dope on sponsor, mail-pull, etc. Last page has clock without hands, where special programs can be shown. Job enables time prospects to tell instantly type of stuff station is airing, and when. Reprints every three weeks are planned, according to Edward P. Shurick, assistant general manager who devised the mailing piece. KIDO Supplies Column ^ KIDO, Boise, Idaho, has produced "Ben Peekin" who writes a weekly column in the state's leading newspaper. The Statesman. Column is slugged "Thru the Kiddo Keyhole." "Kiddo" is nickname for KIDO in Boise as well as for manager C. G. Phillips — and column title clicks. National network as well as local sponsors are given healthy plugs under cover of Ben Peekin's" comments. High spots in week's dials are condensed into "Cheering Section" which praises in terse vignette. Large space given to major programs, which are rotated through the weeks. "Thru the Kiddo Keyhole" is written by a member of KIDO's promotion staff. Regular Newspaper Ads ■^T In a planned promotion effort to keep its listening audience constant throughout thq daytime hours as it is at night, WTMJ, Milwaukee, will carry a regular schedule of newspaper advertising during 1938. The advertising will promote specific daytime shows over periods of a week to ten days, but during the entire year's campaign all features will receive their share of ballyhoo. All will be treated indiscriminately/ whether commercial or sustaining. Advertising will be carried daily, with "radio page requested." Welcome to Dayton •fa A "Welcome to Dayton" letter is received from WHIO by every family that moves to Dayton. This letter invites them to become members of the great family of WHIO's listeners. Also inclosed is a guest card, personally signed by the manager, extending an invitation to them to visit WHIO's studios. Approximately 30 letters are sent daily. 2,500 Orders Weekly lAr Angelo Palange, airing over WPEN, Philadelphia, in a two-hour Sunday spot for u New York mail order house, has been averaging 2,500 orders weekly, with sales made right over the telephone at 50c apiece. Program is called "The 920 Club," with Palange dubbed "The Gloom Chaser," and style is of the Martin Block variety. Weather Conditions jt Miles Laboratories, Elkhart, Ind., through Wade Advertising Agency, will use 150 radio stations as part of the promotional setup for the distribution of twenty million Dr. Miles Weather Calendars. Last year, about 18,500,000 were distributed. Dorsey Records for Coupons •Jf Under arrangements just concluded with the Victor Recording Co., records of the Tommy Dorsey orchestra will be made available to tuners-in of the bandsman's cigaret program. Disks will go for 75 cig coupons each. WSVA's "Radio Auction" ^ The "Radio Auction Sales" launched Nov. 27 over WSVA, Harrisonburg, Va., has built up into quite a program with a big following. In these auction sales, the audience is invited to bid. Valuable items of merchandise, mostly suitable gifts, are offered at auction by the program announcer, and the audience send in their bids by mail. Actual sales are held on Mondays, Wednesdays and Fridays at 12:45 p.m., while at the same time on alternating days, and at 10 a.m. daily, details regarding the progress of the sales and brief commercials for participating stores are given, together with popular recorded music. Parnel Thompson, employed especially for the purpose, sold the participation idea to 58 stores in four towns in the WSVA area immediate to the studios. Included among those participating were local drug stores, service stations, jewelers, grocers, beauty parlors, alto and auto supply dealers. Each of the participants gave Radio Auction Money with all cash purchases, and high bids awarded to listeners were payable in this auction money only. High bids up to this time have ranged from as low as Si5 to a recent high one for a S12.95 auto heater bringing $715 in Radio Auction Money. Charles Ballou is announcing-auctioneer. 535