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WHAT THE PROGRAM DID FOR Ml
This is the businessman's own department. Radio advertisers are invited to exchange results and reactions of radio programs for their mutual benefit. Address all letters to What the Program Did for Me, Radio Showmanship, 11th at Glenwood, Minneapolis, Minn.
Chiropractic
THE GOOD HEALTH PROGRAM "This program went on the air over station KIT in Yakima, Wash., approximately twelve years ago. We believe it was one of the very first commercial chiropractic broadcasts to be used consistently in the United States.
"We have stayed regularly and persistently on the air since that time, because inquiries and patients have come to us in great numbers from a radius of 150 miles, giving The Good Health Program as their source of information in regard to our location and type of health work.
"We have found this medium, radio, to produce more traceable returns than any other we have ever used, including display newspaper advertising and extensive direct by mail circulation. Our program has definitely been the answer to our educational and publicity problem."
F. M. Begg, D.C., Ph.C. The Chiropractic Clinic Yakima, Wash.
AIR FAX: For complete information, see Proof O' the Pudding, page 112.
Dairy Products
THE BIRTHDAY CLUB "Our radio program. The Birthday Club, originated at our home office in Abilene, Texas, nearly three years ago. We have had in the neighborhood of 152 consecutive broadcasts over the Abilene Station, and Saturday was our 47th here in Big Spring.
"While we have enjoyed a nice healthy increase in business during the last three years in Abilene, our paramount idea in this program is a definite tie-up with the milk buyers of tomorrow. The slogan of our products is 'they taste better/ and we firmly believe if these children are given an opportunity of shouting that slogan at least twice during the 30-minute broadcast, naturally, when they become the milk buyers of tomorrow, they will turn to the products 'that taste better.' "Our Abilene club started with 200 members and now has over 1,800. Our club here in Big Spring started with 150 almost a year ago and now numbers 700."
Eunice Bennett Hurd Educational Director Banner Creamery Big Spring, Texas
AIR FAX: Every Saturday afternoon The Birthday Club meets at a local theater. Club members entertain from the stage, have an informal good time, beam with excitement when their birthdays are acknowledged.
First Broadcast: July, 1940.
Broadcast Schedule: Saturday, 1:30-2:00 P.M. Sponsor: Banner Creamery, Abilene, Texas. Station: KBST, Big Spring, Texas. Power: 100 watts. Population: 17,500.
COMMENT: Farsighted sponsor has applied an age-old principle to business, i.e., by imprinting indelibly certain facts on impressionable young minds, those facts will carry over into maturity. It recalls to mind a favorite saying of noted educators: "Give us a child between the ages of five and nine, and you can have him the rest of his life."
Electric Appliances
KELVINATOR [COMPOSITIONS "This scries of programs started February 10 (on WIS. Columbia, S.C.) for this year and "ill
Continue five day* per week straight through
until August I, 1941. Frankly, the results are obtaining are astounding. (Sponsor
used radio continuously in the immedi past.)
"\\Y have just receive the following wire
10
RADIO S H OWMANSH IP