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Fargo's Gate City Building and Loan Association Capitalize on the Important Fact That Most People Are Interested In Their Oion Next Door Neighbors
Going into its eighteenth month on the air over Fargo station WDAY is a human, folksy-wolksy, weekly, radio show entitled simply: Meet Your Neighbor. Prepared and emceed by WDAY staffman Howard Nelson, Meet Your Neighbor illustrates this important factor in radio advertising: A small town program can compete, and many times surpass, network shows in listening audience popularity by merely being a local program, by trading on the use of well-known community names.
Using that principle as a base, Howard Nelson takes half an hour every Tuesday evening to interview the butcher, the baker, the candlestick maker — Fargo "names" that mean more to Fargo listeners than Jack Benny or Fred Allen.
Fitting like a well-made glove, the program is sponsored by the Gate City Building & Loan Association.
Seldom departing from the form he set up last January, Nelson still brings variety into his show. One of his prize broadcasts was an interview with a Fargo couple celebrating their 60th marriage »year by taking an airplane ride for the first time!
On other programs, Meet Your Neighbor has visited the Fargo dog hospital, interviewed the veterinarian, had one dog bark "hello" into the microphone; gone calling at the North Dakota Agricultural college bee farm where instructor explained intricacies of bee-raising, and bees buzzed for sound effect; strolled through the Fargo waterworks; visited an x-ray laboratory.
Visiting "names" are seldom overlooked. Meet Your Neighbor has guest-starred Fargo-visitors Max Baer, escorted to the mike by the local fight promoter; Father Hubbard,
Celebrating their 60th wedding anniversary, this charming Fargo couple took a ride, for the first time in their lives, in a flying machine. At the microphone, Howard Nelson reports their reaction on the Meet Your Neighbor program.
OCTOBER, 1940
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