Radio showmanship (Sept 1940-May 1941)

SHOWMANSHIP IN ACTION Those extra promotions and merchandising stunts that lift a program out of the ordinary. Bakeries THE HOSTESS ROOM In sponsor Remar Baking Company's Oakland (California) plant is the spacious Hostess Room, accommodating 100 women at a time. Presiding is capable, home economics expert Kathleen Jensen. Prior to broadcast, guests are served a luncheon. Fifteen-minute show is sliced two ways — first half demonstrating the creation of the fancy sandwich, proper traying, different effects obtainable. (Of particular interest during festive holiday season!) During last half of show Miss Jensen answers questions of Hostess Room participants regarding food, homemaking problems, kitchen hints. Open to public only by invitation, show is booked solid at present till July, 1941. Result: Renewed and continuous interest of Oakland housewives in all Remar products. (For sponsor's opinion, see What the Program Did for Me, page 110.) AIR FAX: Broadcast Schedule: Monday thru Friday, 2:45-3:00 P.M. Preceded By: Afternoon Edition of News. Followed By: Concert Hall. Competition: Ed Tabor, Popular Music. Sponsor: Remar Baking Co. Station: KROW, Oakland, Calif. Power: 1,000 watts. Population: 284,063. Agency: Sidney Garfinkel Advertising Agency, San I r.mc isi <>, Calif. COMMENT: 91. Si Sti a St age. Page Bakeries OUN TICE, NEWSCASTER "It's not uh.it you do; it's the way that you do it!"' might well be the motto oi sponsor Claussbn's ii afternoon, with tin exception Olin I presents the latest edi tioii nsradio News. He broadcast* (i local st'it, window! The Eckbrd Drug Company's Main Street display window, from where the show originates, is attractively decorated. Profile of Tice is revealed behind a special beaver-board booth made with a shadow box front. The newscast receives a daily build-up over the air prior to the broadcast time and several tie-ups with the Columbia Record (newspaper). AIR FAX: Broadcast Schedule: Monday thru Saturday, 3:00-3:15 P.M. Sponsor: Claussen's Bakery. Station: WCOS, Columbia, S. C. Power: 250 watts. Population: 51,581. Agency: Nachman-Rhodes Advertising Agency, Augusta, Ga. COMMENT: To many sponsors of news broadcasts, mere presentation of the news is thought sufficient to net results. And they probably get them. However, to get that added measure of returns — enter showmanship. Building up the personality of the newscaster is of tremendous importance in securing a loyal news audience. News broadcasts are thrust at the public almost continuously from dawn to midnight. (See page 118.) What will bring a newscaster the largest audience in his area (as does Tice in Columbia, Richland, and several neighboring counties) is the continual promotion of the personality. To be able to see the newscaster as well as hear him is an important factor in this build-up. Amusements GOODMAN WONDER SHOW BROADCASTS The Goodman Wonder Show is coming to town! That, in so many words, was the repeated theme of announcements on station KSCJ before the circus came to Sioux City (Iowa). Using this station for the bulk of its publicity, the sponsor began three days before the opening with 30-second spots at opportune times and an interview with GoODMAN publicity man "Chick." Franklin. According to Franklin, "Our opening night in Sioux City drew the largest crowd we have experienced." During the week of the show, daily 15-minute spots were engaged for interviews with tin various showmen ant concessioners, who related interesting experiences. Some of these programs wen conducted from the studio and featured musical numbers by the show band. The remainder were street broadcasts on the town's busiest corner at 5:15 P.M. One unusual broadcast was made as special events man Charles Sebastian rode in a wagon pulled by one ot the slu>wmen. whose specialty is attaching hooks to his e\ elitls, which are in 114 RADIO SHOWMANSHIP