Radio showmanship (Sept 1940-May 1941)

cations followed suit. Today, without as much ballyhoo, most dailies still include puzzles in their columns, not as a fad but as standard entertainment. Last May, Clarence Sullivan, advertising director for Benevolent Society of America, Phoenix, Ariz., searched his mind and files for a suitable radio program. Long a tough nut for radio to crack, insurance had so far been represented on the air with three network shows, few locals. Sullivan's problem: How to create an audience that would listen to an insurance sales story without turning the dial. Aware of the fact that escapism had become, because of World War II's constant and threatening headlines, an increasing need in the lives of American radio listeners, ad manager Sullivan turned to crossword puzzles. With Joe Dana, Phoenixtation KOY announcer, and Roberta Bragden, pianist, as sole talent, Musical Crossiuord Puzzle opens, after brief explanation by announcer Dana, with key song. From key song, audience has to select key word. Example: If key word is "happiness" piano player Bragden plays, "It's A Hap-Hap-Happy Day" as key song. Remainder of program consists of a number of songs whose titles audience must guess and at the same time use the first letter of each title to form key word. On first program, when key word was "happiness " these songs made up rest of show: H ome Sweet Home A merica P eggy O'Neil P ardon My Southern Accent I f You Knew Susie N o Regrets E specially for You S ay It S ummertime Novel Give-away : 60 days free insurance for the correct solution to the puzzle. The policy may be any one of the three types handled by the sponsor. It gives full protection, absolutely free, if the person is eligible for insurance. AIR FAX: Program Started: May 30, 1940. Broadcast Schedule: Tuesday and Thursday, 9:309:45 P.M. Preceded By: The Guiding Light (CBS dramatic serial ) . Followed By: Ma Perkins (CBS dramatic serial). Competition: National Farm 8C Home Hour. Sponsor: National Benevolent Society of America. Covering three types of policies — family group, accident, and individual life. Station: KOY, Phoenix, Arizona. Power: 1,000 watts. Population: 50,000. COMMENT: Too early to judge results but program has pulled 1,068 letters since start. Average 100 prospects per program. Inexpensive to produce. Easily adaptable to any business, but success depends greatly on strength of give-away offer. Unions THE UNITED MINE WORKERS OF IOWA began a series of programs August 16 — the idea being to promote the use of Iowa coal through a series of educational talks. AIR FAX: Station: KSO-KRNT, Des Moines. Power: 5,000 watts. Population: 142,559. Sustaining BALLOON BUSTERS That man-on-thestreet shows are turning to new methods of attracting paseers-by is evidenced by WHK's new Balloon Busters. Show is staged in front of Cleveland's Terminal Tower with a portable microphone and a dozen inflated balloons. Each of the balloons contains a small, folded note bearing a question. Spectator is given balloon — told to puncture it. The question inside is the one he must answer. Correct answers win one dollar. Broadcast Schedule: M-W-F, 1:15-1:30 AIR FAX: P.M. Preceded By: Matinee Minstrel. Followed By: NBC concert. Competition: Girl Interne (CBS dramatic serial); Arnold Grimm's Daughter (NBC dramatic serial). Station: WHK. Power: 5,000 watts. Population: 878,429 (1940). Sustaininq TUNE OUT TIME Despite the advice in the title nobody does tune out, for anything can happen on this amateur hour. Suspense is always high during program, because participants have had no previous audition. Show is emceed by Willard "Doc" Hall, who is no amateur at conducting amateur shows. Originator of the first California amateur radio show, Doc's program boosted to stardom Virginia Verrill, Kay Thompson, Bing Crosby. AIR FAX: Broadcast Schedule: Saturday, 8:00-9:00 P.M. Preceded By: Musical Mirror. Followed By: Marriage Club. Competition: Your Hit Parade (CBS), News. Station: KECA, Los Angeles. Power: 5,000 watts. Population: 1,496,177 (1940). Note to business men: Sample scripts, more inforformation about any program — yours for the asking! SEPTEMBER, 1 940 25