Radio showmanship (Sept 1940-May 1941)

I. Lewis Manufacturing Company, makers of John Ruskin cigars; Studebaker Sales Company of Chicago.) In a coincidental telephone survey conducted in February, 1940, it scored an average of 23% of all radio listeners at the time, an outstanding average for a program competing in one of the hotbeds of American radio. A letterwriting contest (limit, 100 words) was conducted on the subject, "My Greatest Thrill at a Race Track." Prizes were 100 pairs of passes to the tracks. Resulting mail count for a two-weeks period: Week of September 25, 5,833; week of October 2, 3,455. Sponsor popularity is augmented by the fact that length of program provides for excellent opportunity to broadcast his product at a different time each day, rotating between the hours of 1:45 and 5:45 P.M. For example, a sponsor who has the first period on Monday will have the sixth on Saturday, thus catching different listeners each day. AIR FAX: This all-year sports program, the only afternoon show of its kind in the Chicago area, is a radio Utopia for the all-around sports fan. Staying tuned to WIND for the entire four hours, he'll get up-tothe-minute results on all baseball, football, golf, tennis, race track, and other sporting events. In addition, a running description direct from the track of the feature race in the Chicago area will be reported. The day's best races from other tracks are relayed by ticker. Each afternoon, a sporting celebrity is interviewed. Rounding out the program is a complete news flash service on all national and international events and the latest popular musical transcriptions. Broadcast Schedule: Monday thru Saturday, 1:45-5:45 P.M. Preceded By: Italian Hour. Followed By: Platter Chatter. Competition: Dramatic serials, dance orchestras. Sponsor: Axton-Fisher Tobacco Co., makers of Twenty Grand cigarettes. (Others: I. Lewis Manufacturing Co., makers of John Ruskin cigars; Studebaker Sales Co. of Chicago.) Station: WIND, Chicago, 111. Power: 5,000 watts. Population: 3,384,556 (1940). Cost: Half hour daily — #200 per week. COMMENT: Few radio stations would have the daring to devote four straight hours to one specialized subject. That WIND has accomplished this feat is a tribute to their excellent production staff. A modern Lincoln would have observed, "You can't attract all of the people all of the time, so why not attract some of the people all of the time." Women's Wear FASHION WINDOW Seriously, would you believe that a radio show that never mentions the sponsor's name could sell merchandise? It's happening every day on San Francisco station KPO's Fashion Window. It all began one Friday afternoon in June, when Gagnier, mono-monickered ace stylist, aired for the first time the results of her daily shopping tour in San Francisco's leading stores. One of her recommended bargains was a $9.50 dress at a small specialty shop (Livingston's). Consistent with her policy, Gagnier did not mention the name of the shop ; studio phones were flooded after the broadcast wTith listeners demanding that information. Thirty women were lined up outside the Livingston store at nine o'clock the next morning. The special had been advertised in no other way. Furthermore, sales of the item continued steadily for three days, according to store manager Mrs. Gertrude Scott. Another example of the program's success is the business pick-up of the City of Paris Department Store beauty salon. Manager Minerva Russ claims that her business tripled itself in less than three months as a result of mention on the program approximately every two weeks. Increase is doubly significant, because here again patrons obtain the name of the store only by phoning station, and because the increase is occurring in the traditional summer doldrums. Total calls received after the broadcasts for the past month: 717. Average per day: 40 calls. In addition, 136 women from surrounding towTns have written in asking for advice preceding a shopping trip to the city. AIR FAX: P.M. Broadcast Schedule: M-T-Th-F, 3:00-3:15 Preceded By: Guiding Light (NBC dramatic serial). Followed By: News. Competition: Editor's Daughter (transcribed serial), Fulton Lewis (MBS news), and Music. Sponsor: Livingston's (women's specialty shop) ; also, City of Paris Dept. Store Beauty Salon. Station: KPO, San Francisco. Power: 50,000 watts. Population: 629,553 (1940). COMMENT: Commercial radio's primary function is to entertain — and somehow the public (and the F.C.C.) resents shows that start off with a 100-word commercial, end with a 100-word commercial, and fill in between wTith more commercials. When is an overly commercial show not commercial? Evidently stylist Gagnier has discovered the answer. Hundreds of radio shows duplicate Fashion Window's program pattern — but add the sponsor's name. Mix curiosity with confidence, and you have a powerful selling combination. Will the public take the trouble to find out the sponsor's name? Yes — if they're interested enough in the item. After all, using the telephone to shop is nothing new to the average housewife. OCTOBER, 1940 69