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lit Can Be Different!
by NORMAN V. CARLISLE, R. S. Field Editor, Who Reports a Simple Twist Can Make an Old Idea Sound New
"It isn't just the cooking — it's the seasoning." That familiar phrase hits the culinary nail on the head.
"It isn't just the program — it's the showmanship," is just as true in radio.
That little dash of showmanship-seasoning is often found in a simple twist that makes an old program idea seem new. Your program may follow popular trends, or time tried appeals, but it doesn't have to be just like the next fellow's. It can be different!
Many times you can achieve that difference by the trick of combining two ideas. The Sxo-White Creamery of San Luis Obispo, California, has combined the man-on-thestreet, the amateur program, and the studio party ideas. The result is a program for children that has a different slant. Once a week it broadcasts the SnoWhite Kids Party on station KVEC. It works this way: During the week children register at the creamery. The names of a number are then chosen by lot. These children are interviewed in front of the creamery. Then each of them sings a song, imitates somebody, as on any amateur program. After he's put on his little act, each of the performers draws a card. The color of the card tells him what kind of ice cream he gets as a prize.
There's nothing new about the man-on-thestreet idea, but the Johnson Chevrolet Company of Indianapolis has made the program The Man On Ice, thus giving it a different sound and slant. Over WIBC the "man on ice," a station announcer, mingles with the skaters at the Fairgrounds Coliseum Ice Rink, asking questions as he goes. Tickets for the next hockey games are the awards for correct answers.
Air-minded Walter Irvin, distributor of Ford Cars in Amarillo, Texas, carried his KFDA man-on-the-street broadcast into still a different locale. He has the station announcer conduct informal interviews with TWA passengers at the local airport.
Sports programs fall into a set pattern in the hands of most advertisers on most radio stations. Frankenberger & Company of Charleston, West Virginia, sponsors a program on WCHS which proves that sports programs don't have to be all alike. The program is on the air six times a week — but it's never the same.
One night a week is turned over to "Years Ago In Sports." Because the store is an old one, with a history extending back to Civil War days, there are many old employees. Each week the anniversary of one of these older employees is featured, by dramatizing the outstanding sports event of the year in which he entered the service of the store. Even the youngsters listen to this feature, for it rings in some of the grand old names of sports. And notice the neat way it ties in with a boost for the store.
Still another twist to the Frankenberger program is its "Salute to the Cities." Nothing new about that, either — except the way it's done. And that's the important thing. Instead of saluting a community, they salute a man — some prominent coach, athlete, or sportsman in a nearby city. The feature always gets
OCTOB E R, 1940
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