Radio showmanship (Jan-Dec 1941)

SHOWMANSHIP IN ACTION Those extra promotions and merchandising stunts that lift a program out of the ordinary. Automobiles BITS FROM THE BATTERIES Joining the ranks of army program sponsors is Chambers Motor Co., who brings to New Castle (Pa.) news of the home boys stationed at Camp Shelby, Miss. At the time of the boys' exodus, cooperative station WKST broadcast a 30-minute program from the Pennsylvania Railroad station starting from the time the boys marched into the station until the train conductor warned, *'A11 aboard." On the spot was alert sponsor Chambers Motor Co. to present the battery with the recording machine to be used for the « transcribed shows. / \ Report from Cham ^ — ^ HERS Motor Co.: Day following first broadcast (February 2) a customer strolled in, inquired for "the car advertised on your radio program yesterday." One hour later he drove away in a $700 used car. AIR FAX: On the Monday, Wednesday, Friday broadcasts, news consists of telegraphed information (sent by a special correspondent) on events of the previous camp day and night, including any unusual training and activities. On Tuesday, Thursday, Saturday, transcribed camp interviews are aired, wherein son John relates his part in the training program, his impressions of camp and army. Commanding officers of the two Batteries, Captains Mitchel and Goehring, personally report to parents and friends on the men's health, general conduct. Program commercials consist of a 30-word introduction, 100-word major plug on a specific used car, a 50-word sign-off. The used car, not advertised elsewhere, is changed daily. First Broadcast: February 2, 1941. Broadcast Schedule: Daily, 5:40-5:45 P.M. Preceded By: News. Followed By: Ted Steele. Sponsor: Chambers Motor Co. Station: WKST, New Castle, Pa. Power: 1,000 watts. Population: 51,092. COMMENT: No fatigable enthusiasm is that of home towners for army programs. Just as long as home boys are encamped, so long will sponsor have an attentive — and appreciative home audience. For regulations for local radio sponsors who are interested in army camp broadcasts, see January issue, The Readers Write, p. 38, for an interesting letter by Edward M. Kirby, newly appointed to the Radio Division of the United States Army. For review of another army program, see Life in the Army, February issue, p. 66. Beverages YOU'RE THE PLAYER Purely coincidental are the parallel baseball and beverage peak seasons, but the results the Coca Cola Bottling Co. of Cincinnati (Ohio) reaped were no coincidence. At the outset of the National League baseball season (about April 15), sponsor took WKRC air time with a baseball quiz program that pulled some 800 letters weekly, gave away some 700 bottles of Coca Cola daily. Result: A Coca Cola conscious Cincinnati throughout a hot summer. Sponsor promoted his radio promotion with newspaper ads, moving picture "trailers" in 30 local theaters. AIR FAX: Game operation: 18 people are selected from the audience gathered to witness the broadcast. As in a regular baseball game, nine participants are used on each team. WKRC staff men Mike Hunnicutt and George Sutherland conduct the show, act as managers of the two teams, each asking the questions of the batters of the rival teams. A correct answer by the batter scores a run; a wrong answer retires the side. The listening audience is asked to send in questions concerning baseball. If a question is used on a winning team, sender receives the equivalent of a case of COCA COLA; if question is used on a losing team, he contents himself with six bottles of COCA COLA. After each game, participants on the winning team get six free bottles of COCA COLA; members of the losing team settle for two. Star participant who drives in the winning or tieing run gets two free tickets to a Cincinnati Reds ball game. A tally is kept of the number of games won by each team, is displayed for the audience prior to and during each broadcast. First Broadcast: About April 15, 1940. Broadcast Schedule: Monday thru Friday, 12:3012:45 P.M. Sponsor: Coca Cola Bottling Co. of Cincinnati. Station: WKRC, Cincinnati, Ohio. Power: 5,000 watts. Population: 685,945. Agency: Chester C. Moreland Co. COMMENT: Timeliness pays big dividends in radio! Home Furnishings BACKGROUNDS FOR LIVING Ideally groomed for furniture stores anywhere is the outstanding program sponsored by Los Angeles' prominent Barker Brothers. Originally 104 RADIO SH OWM ANSH IP