Radio showmanship (Jan-Dec 1941)

Bakeries MUSICAL ARITHMETIC Soon after sponsor Bart's Bakery dressed arithmetic into an enticing game, put it on the air, WSAV telephones began to ring. All the participants had to do to win baskets of groceries was to phone the radio station immediately with the answers to simple arithmetic problems. Calls so taxed Savannah telephone facilities that the phone company required installation of additional telephones. Even the men (in mid-morning!) liked this simple way to win groceries! Sponsor and station soon had to make the request: For women only! AIR FAX: A hark back to school days is this thriceweekly air arithmetic class, where the emcee asks simple problems, and the ''students" phone the correct solution. You can't eat a good report card, so the first two to phone the right answers are rewarded with baskets of groceries from any grocer they may choose. First Broadcast: June 24, 1940. Broadcast Schedule: M-W-F, (mid-morning). Preceded By: The Gospel Singer (NBC). Followed By: Hank Lawson (NBC). Competition: Secret Diary. Sponsor: Bart's Bakery (bread and cakes). Station: WSAV, Savannah, Ga. Power: 250 watts. Population: 85,024. SAMPLE SCRIPT AVAILABLE COMMENT: Important merchandising stunt: Giving away baskets of groceries instead of cash ; this makes new grocery friends for Bart's, since the winners can choose any grocery they wish. Beverages AUDITIONS ON THE AIR Back in December, 1937, salesmen for sponsor Curran & Joyce scurried about their sales area distributing quarter-sheets. They told of a new, half-hour show designed to aid Lawrence (Mass.) artists find a place for their talents. Over the air, too, went the glad news that all amateurs past the 16-year mark were invited to participate. The winner was to be determined by letters and post cards sent to the station. Following the first broadcast came the mail deluge that has never ceased, averaging some 2,000 letters weekly. Special opportunity to trumpet his talent goes to the people's weekly choice: He is sole entertainer on a 15-minute sustaining show at a future date; at which time, prospective advertisers are advised to keep tuned. In this way, several commercial shows have been built up and found sponsors. AIR FAX: With its doors thrown wide open, the program differs from purely musical amateur shows in that comedians, dramatists, announcers share equal rights. First Broadcast: December 26, 1940. Broadcast Schedule: Sunday, 3:00-3:30 P.M. Preceded By: Have You Got It? Followed By: News. Competition: New York Philharmonic Symphony (CBS); NBC String Symphony. Sponsor: Curran & Joyce (makers of ginger ale, soda water). Station: WLAW, Lawrence, Mass. Power: 1,000 watts. Population: 85,068. COMMENT: Good will shows allow unlimited opportunity for promotions. Curran & Joyce call attention to their program by distributing hand bills, other effective publicity. Department Stores SOCIAL EDITOR With an idea stemming from the popular women's newspaper section, the society page, sponsor G. A. Ducker Co. Department Store fashioned a radio program to appeal to women. Full time job is capable Gladys Arbeiter Erickson's, who amasses, writes, and airs daily a Joliet (111.) society column. Since its debut back in March, 1939, social editor Erickson has consistently built program's popularity; at present, social items pour in daily, with more information than air time available. The program has run continuously without a stop six days a week for two years ! Audience builder-uppers : Mail pieces inserted in monthly billing, program-reminder spot in regular newspaper ads. During special sales, various leased departments within the store buy a portion of the program from Ducker's. AIR FAX: First Broadcast: March, 1939. Broadcast Schedule: Monday thru Saturday, 11:15 11:30 A.M. Sponsor: G. A. Ducker Co. Station: WCLS, Joliet, 111. Power: 250 watts. Population: 42,993. COMMENT: A recent study of the department store's use of radio called attention to the importance of centralizing all radio work on one person. Practical proof: G. A. Ducker's Miss Gladys Arbeiter Erickson. 72 RADIO SHOWM ANSH I P