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SHOWMANVIEWS
Opinions of Current Radio Productions
Backed With Showmantips on Next Page
Beverages
GASLIGHTS AND BUSTLES (Music, comedy, live talent.) The Gay Nineties must have been a dramatic period in history; showmen never grow tired of taking it out of the mothballs. In Gaslights and Bustles at the old-time Variety Hall, it's off with the new — and on with the old right from the start, and good old Leisy's beer is your host for the evening. The orchestra, aided by soprano star Mildred Kolar, revives some of the songs of yesterday and, incidentally makes perfect foils for the entrance of Leisy's "old-timer" commercials. People love it. Attendance averages 1.000 each week. Show is fast moving and features the not-so-old Musical Quiz Bee. People from the studio audience attempt to identify a familiar ballad from its first six notes and some easy word clues.
Gasoline
HOME TOWN EDITOR (State-wide news, salutes to cities.) Sticking to the old, recognized fact that people are interested in their own activities, home town editor Ward Lang devotes the major part of his air time to South Texas affairs. Information is furnished him by 60 small town papers and Chambers of Commerce. Program salutes a different town each day. A "Trip of the Week" is featured on Friday's program, listing scenic points en route. Sponsor is Magnolia gasoline, whose dealer surveys show favorable comment from all South Texas towns. Program starts with U. P. news of statewide scope and works in human interest bits about the individual towns. Show reaches its climax with a salute to one particular town. Gasoline commercials tie in naturally with entire show idea.
Groceries
(Wholesale) MARKET MELODIES Progressive merchandising is in the air — and on the air! Far-sighted Pittsburgh Produce Wholesalers are setting a precedent for fruit and vegetable wholesalers throughout the country with a brand new radio program, Market Melodies. More than 300 wholesalers and brokers have united for this concentrated radio advertising campaign. Program was designed to get rid of surplus commodities for wholesalers and to benefit all dealers in fresh fruits and vegetables. Appeal is to a feminine audience. Transcribed music is alternated with interesting and unusual facts about fruits and vegetables, tips on buying and preparation, and news of peak supplies and special prices. Gradually increasing sales of peak supply commodities indicate that the program is taking hold.
Sustaininq
TONIGHT'S BEST STORY (Transcribed drama.) High ranking favorite of network entertainment is drama. Witness the established success of Lux Theater, long run of First Nighter (Campana), and profusion of daytime dramatic serials. With rare exceptions, local plays lack the high calibre production, acting, and writing talent so essential to this most difficult and costly form of radio expression. Just such a rare exception is WHN's Tonight's Best Story, which is available for local sponsorship via transcription throughout the country. Each complete-in-one drama is adapted from stories which have appeared in brilliantly edited Story Magazine, penned by authors such as William Saroyan (1939 Pulitzer winner) and Richard Wright (author of Native Son); each program has a famous author as guest of honor.
OCTOBE R, 1940
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