Radio showmanship (Sept 1940-May 1941)

Department Stores SCHOLASTIC SPORTS Obvious proof of a program's worth is sponsor's renewal. September last, Joseph Horne Company renewed their Scholastic Sports program over Pittsburgh station WWSW. Catering to boys and girls of high school age, show makes no attempt to sell specific merchandise, primarily builds good will for Joseph Horne's "Floor of Youth" department (entire floor of store devoted to young wear). Commercial talk limited to very brief announcements at the beginning, middle, and the end of the program. Commentator is popular scholastic sports editor Paul Kurtz of the Pittsburgh Press. Program is scheduled for Friday evenings, 6:30 to 6:45. Acting as a Walter Winchell of local scholastic activities, Kurtz reports the scores of the games (held on Friday afternoons), and the latest high school gossip and news scoops. Important feature of the program is "Parade of Personalities." Each week a prominent scholastic coach or athlete is introduced on the program, comments authoritatively on events of local interest. In addition, on each program Kurtz poses a question on scholastic sports for high school listeners to answer. To the writers of the three best answers goes a pair of admission tickets for an outstanding collegiate or professional football game. AIR FAX: Broadcast Schedule: Friday, 6:30 to 6:45 P.M. Sponsor: Joseph Horne Co. Station: WWSW, Pittsburgh, Pa. Power: 250 watts. Population: 665,384 (1940). COMMENT: Smart sponsor Joseph Horne Company has not only taken into consideration the interests of the audience he seeks to reach; he also considers the common disregard for lengthy commercials. Looking ahead, he realizes that creating good will over a long period of time will prove far more profitable than immediate sale of specific items. Impatient sponsors, please note. Gasoline SPORT FLASH As their year-round program, Wadhams Oil Co. has aired this resume of the day's happenings in the sports world for more than ten (10) years. (For information regarding Wadhams' sponsorship of football games, see October issue of Radio Showmanship, page 70.) To vary the show, a "board of experts" was set up last spring, consisting of emcee Russ Winnie and Milwaukee Journal sports writer Ollie Kuechle. Listeners were invited to send in questions to stump the experts. One dollar was paid for each question used on the program ; another dollar going to each person who "stumped" the experts. For duration of this six-weeks' stunt, approximately 300 entry letters came in weekly from all parts of Milwaukee and Wisconsin. Always attuned to the trends of the times, at present Wadhams is giving away metal replica of U. S. flag to be attached to license plate holder. Demand runs into thousands each week. AIR FAX: Broadcast Schedule: Monday thru Friday, 5:45-6:00 P.M. Preceded By: Song Doctor. Followed By: Telephone Hour (NBC). Competition: Inside of Sports (MBS); Rhythm Off the Record. Sponsor: Wadhams (Division of SoconyVacuum OH Co., Inc.). Station: WTMJ, Milwaukee, Wis. Power: 5,000 watts. Population: 578,249. Agency: Scott-Telander, Inc. COMMENT: Wadhams consistently merchandise these spot broadcasts to their dealers and through their dealers (bulletin boards in filling stations, etc.) to the general public. Meat Products BALENTINE'S ARISTOCRATIC PIGS Influenced by their meat packing sponsors, the "Pigs" also pack a wallop, for they have been on the air for present sponsor six (6) years (except for two months out of each summer). The "Pigs" (a six-piece orchestra combine headed by Fisher Hendley) own more than $3,000 worth of musical instruments, costumes, stage equipment. Mail count for year ending March, 1940: 8,106. For the broadcast completing last year's series, nearly 1,500 people packed WIS studios. AIR FAX: The "Pigs" give out with anything from hillbilly to light classics. Complete repertoire: 1,400 tunes. Broadcast Schedule: Monday thru Saturday, 12:1512:30 P.M. Preceded By: News. Followed By: National Farm & Home Hour (NBC). Sponsor: Balentine Packing Co., Greenville, S. C. Station: WIS, Columbia, S. C. Power: 5,000 watts. Population: 51,581. COMMENT: If you're considering sponsorship of a similar show, be sure your hillbillys are original enough to meet or surpass the high competitive standard. NOVEMBER, 1940 113