Radio showmanship (Sept 1940-May 1941)

WHAT THE PROGRAM DID FOR MEl This is the businessman's own department. Here, the advertisers of the nation exchange results and reactions of radio programs for their mutual benefit. Address all letters to What the Program Did for Me, Radio Showmanship, 11th at Glenwood, Minneapolis, Minn. Bakeries WORLD'S WORST PROGRAM 'Regarding the sponsorship of the World's Worst Program by the Fischer Baking Co. (Philadelphia), let me say that this program has produced unusually fine results — results, in this instance, which can be checked, because the area served by the station coincides with that territory in which the Fischer Baking Co. does retail selling, that is, door-to-door delivery. Therefore, a very close check on listeners and sales effectiveness can be and has been made." Walter J. Neff Pres., Neff-Rogow, Inc. Philadelphia, Pa. (Agency for Fischer Baking Co.) AIR FAX: (See Showmanship in Action, Page 32.) COMMENT: Proving, among other things, that a rose by any other name would smell as sweet. Beverages TAP TIME "The Tap Time radio program has been sponsored for two and one-half years by the Fort Pitt Brewing Co. of Pittsburgh, Pa. The program has been part of an extremely successful advertising and merchandising setup, which resulted last year in an increase in business of 92% and in further increases this year of 40% over last year. We know of no established moneymaking brewery in the entire country which has made such remarkable progress in the past two years. The laws in the state of Pennsylvania make the giving away of premiums impracticable on a beer program. However, we have ottered pictures <»f the on best ra with heavy response. Coincidental surveys on the program have indicated an extremely large listening audiero i I iris Feland Halt, n. Hart mi. Dm stun 'J O thorn, In,. Pittsburgh, Pa. in \ for I "i t Pitt Brewing ('".) AIR I \\ i laborata mmlcd production fr.nuririK Matirirr Sj>it.iln\\ onhnlra and four lopnoiih Pitt** burgh vocalists. Show originated on March 21, 1938. It has been presented weekly for three years (117 programs without a single miss). Meanwhile FORT PITT sales have tripled. Broadcast Schedule: Tuesday, 7:30-8:00 P.M. Preceded By: Mr. Keen (drama NBC). Followed By: Ray Sheilds Review (NBC). Competition: Second Husband (CBS drama); Dance orchestra (NBC). Sponsor: Fort Pitt Brewing Company. Station: KDKA, Pittsburgh, Pa. Power: 50,000 watts. Population: 665,384 (1940). Agency: BBD&O, Pittsburgh. COMMENT: Definitely a prestige program, Michael Barardino's Fort Pitt Brewing show is produced in extremely good taste. Part of success due to policy of limiting commercials. In no case do sales messages exceed two minutes on a half-hour show. For smaller cities, recordings could be substituted for talent, and by upholding high standards in selection of music and length and tone of commercial, prestige value could be retained. Finance MEET YOUR NEIGHBOR "When we started to sponsor the Meet Your Neighbor program in January, 1939, it was our intention to use it for not over a period of six months; however, we received such favorable comment about the program and have received such good advertising value from it for our company, that we have kept it on the air ever since. We are spending the greater part of our advertising appropriation on the radio program, and we feel that it is repaying us better than any other form of advertising that we are using." H. A. Thompson Mgr.t Gate City Building Is' Loan Association, Fata". \ . /). AIR FAX: Broadcast Schedule: Tuesday, 8:00-8:30 P.M. {'receded fl>. libber McGee &. Molly (NBC). r„lh>»cd #>. Uncle Walter'* Dog House (NBC). SpOntOTl Clair City Building Si Loan A«.-n. Smioui WDAY, Fargo, N. D., and Moorhead. Minn. Power i ">,ooo watu. Population: F«g« I 17,000; Moorhead: 8,000. lime I .../: 137.50. Produition ( <>»/ -f> .ni >,•.•: 510. 26 RADIO SHOWMANSHIP