Radio showmanship (Jan-Dec 1941)

AIRING THE NEW All the available data on new radio programs. No result figures, as yet, but worth reading about! Drug Products KID WIZARDS Local adaptations are quick to follow on the heels of flourishing network programs. Witness local Major Bowes Amateur Hours, Pot O' Golds, etc. Most recent network show to set the nation talking, Quiz Kids, already has olifspring scattered throughout U. S. cities. On New York's station WHN, Kid Wizards made its bow as a sustaining program December 3. Mid-February, New Vitamized Yeastfoam Tablets assumed sponsorship. Here's how the program works: Affable, tweed-wearing, Rutger alumnus Louis Wolfe established the permanent board of three boys — Jay Langner, aged 10, sports expert; James Keegan, 14, science authority; Chick Young, 9, history wizard. Each week two guests appear on the program. Their qualifications : They, or someone interested in having them appear on the program, must have sent in a question which stumped the experts; they must be less than 14 years old. Should the board come out with a 100% score, the same five repeat the following week. To every program guest goes a complete, 20-volume set of the Book of Knowledge. To those who submit questions that are correctly answered go books. If the Kid Wizards can't answer the question, sender gets five dollars besides the privilege of sending a guest on the program. air FAX: First Broadcast: December 3, 1940. Broadcast Schedule: Tuesday, 9:00-9:30 P.M. Preceded By: News. Competition: We, the People (CBS); Musical Americana (NBC). Sponsor: Royal Chemical Corp., for New Vitamized Yeastfoam Tablets. Station: WHN, New York, N. Y. Power: 5,000 watts. Population: 7,346,272 (1940). Agency: Benson & Dall, Inc., Chicago, 111. COMMENT: In order to secure high public interest in a program of this type, questions must be sufficiently difficult to baffle adult listeners. The harder the questions, the bigger your audience. Sample question: ''Identify the following famous streets: Downing Street, Baker Street, Gabby Street." Ingenious is Kid Wizard's method of getting questions and program talent with a single stroke. Shoes MR. FIXER In Yakima (Wash.) veteran KIT spot announcement buyer Economy Shoe Store resolved to try 15-minute programs, hired a man to do nothing but solve other people's problems. Selling a low priced shoe, seeking a large labor and farm audience, sponsor created Mr. Fixer, who twice weekly reads letters from Yakima families soliciting help. Requests span from triple twin beds to houses. Requests for shoes are investigated, donated by sponsor if case is found to be actually needy. In the waste basket go all money pleas. Every letter must be signed, but only initials are actually aired. Program format includes request readings and results. Letter and sales influx are leading sponsor to consider adding a third period to the program. A picture of Mr. Fixer under the caption, "Home of Mr. Fixer," embellishes sponsor's window. AIR FAX: First Broadcast: January 21, 1941. Broadcast Schedule: T-Th., 9:15-9:30 A.M. Followed By: Ma Perkins ( Don Lee Network dramatic serial ) . Sponsor: Economy Shoe Store. Station: KIT, Yakima, Wash. Power: 1,000 watts. Population: 36,326. SAMPLE SCRIPT AVAILABLE. COMMENT: Program's success depends on Mr. Fixer s ability to get results from his requests. The more results, the more requests. And so grows the show. Mr. Fixer's role must be handled by a resourceful person able to act in any kind of emergency. He must be well acquainted with the home town, have a host of connections to get results. Leatherette Binders for Radio Showmanship The compact way of keeping your issues in a permanent, chronological group. Holds 18 Issues One Dollar RADIO SHOWMANSHIP 11th at Glenwood MINNEAPOLIS MARCHAPRIL, 1941 103