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Children's shows need careful planning and
production, but once they're established you're in, because a listening audience composed of children is the most loyal in the world. And they'll l>ons t sales for any product you sponsor.
I he point to remember, and remember well, is that children's shows must please mother. If the show is not the sort she w ;mts her children to hear, with the click of a button she imposes a silence no prison can equal. There L'ocs your audience! On the other
hand, present something good for children's
minds, and mother will logicall] concludethat the product you otter reflect! the same
i oni <-i n ;u)(| good taste. ()t course, there are man] parents who do
id Show:
Sponsoring a Children's Program Is a Precarious but Profitable
not bother to supervise what their children hear; but since they do not discriminate in regard t( what their children hear, they probably do not discriminate in what products they buy.
The clever sponsor and advertising agent is one who studies child psychology. Cultured, educated, conscientious parents supervise their children's listening habits and see that they hear what they think they should. If the right programs aren't on the air, active parents will put them there or most certainly disregard a sponsor's message. Remember what they did with the movies ? In the old days, movie producers though] all the public wanted was pugnacity, passion and pastry. Cultured people criticized, campaigned and kept their children at home. Producers thought it over. Today, both young and old flock to see films like "Good-bye, Mr. Chips." In the old days, juvenile films portrayed such things as the delirium of a drunkard, at which children were expected to laugh. Today, they weep and rejoice and learn with Disney's "Ugly Duckling" and
others.
Fortunately, nothing in radio falls to the low level of those earlier movies, but listen in at any tea group and you will hear mothers announcing that they do not allow their children to hear this program or that.
What do mothers dislike in radio programs ?
Thej dislike marling gangsters. They dislike a h»t of gunfire, rough behavior, too
much supernatural. Even when the script
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RADIO SHOWMANSHIP