Radio showmanship (Jan-Dec 1942)

Station: KGGF, Coffey ville, Ka. Power: 5,000 watts. Population: 20,000. COMMENT: The public loves a good show; amateurs have proved they can provide it. (Witness the success of Major Bowes.) Such a program locally produced has a good chance for success if it can draw its talent from a sufficiently large area to provide an ample supply of good entertainers. Usually good prizes attract good performers. Furs HELLO GORGEOUS Well versed in the art of making friends and influencing customers is J. Russof, advertising manager for the House of Morris Gold, Philadelphia, Pa., furrier. By means of verse, sponsor sells mink coats, persian lamb, sable-dyed muskrat and other furs to its air audience. Program consists of Hawaiian music and one rhymed commercial read to a musical background in the middle of the show. Only other words spoken during the program are the opening and closing announcements which are also rhymed. Doubling in brass is WIBG's promotion manager, Rupe Werling, who is also the show's poet laureate. AIR FAX: Music featured is the records of the Paradise Island Trio. First Broadcast: September 1, 1941. Broadcast Schedule: Monday through Saturday, 4:304:45 P.M. Preceded By: Danceland. Followed By: Station Sign-off. Sponsor: House of Morris Gold, Philadalphia, Pa. Station: WIBG, Glenside, Pa. Power: 1,000 watts. COMMENT: Loud is the listener's lament when commercials intrude too much into a program. Here is one way of sugar-coating the commercial message, making it not only palatable but actually enjoyable. SAMPLE SCRIPT AVAILABLE. Home Furnishings NEWSCAST Bombs, bombers and battleships! War zones! The battle of Russia! Trouble with Japan! For most people these world problems are just so much confusion. An easy way to keep track of these fast-moving events is made 32 available by the Granite Furniture Newscast heard six days a week over KDYL, Salt Lake City, Utah. Listeners are offered a new International Radio News Map in four colors prepared by the famous map-makers, Rand McNally. This up-to-the-minute map, two by three feet in size, shows in detail every point on the globe. Axis occupations, British conquests, Japanese influence and many other important details are also given. For a thin dime, listeners get the map plus a folder on the strategy of geography, and a calendar of world events from 1935 to the present. In merchandising the map offered during each daily broadcast over KDYL, every attempt is made to tie-in Granite Furniture with the giveaway. And of the first 500 requests for maps, 95 percent were addressed to the sponsor. Several hundred persons have also called at the Granite Furniture store in Salt Lake City to receive maps, although no mention was made on the program that maps were available there. Offer is being plugged through every medium available to the sponsor: first, direct plugs on the newscasts; second, Granite stores are bannered with large, lithographed posters; third, stickers on all letterheads and statements; fourth, envelopes imprinted with details of the offer, and fijth, special sales meetings to acquaint sales force with the plan. air FAX: KDYL utilizes United Press and International News Service, with all copy handled through the KDYL News Bureau. First Broadcast: September 29, 1941. Broadcast Schedule: Monday through Saturday, 10:30-10:45 A.M. (MST). Preceded By: Monday and Friday, For Housewives Only; Tuesday, Wednesday and Thursday, Local Participating; Saturday, Quiz for Kids. Followed By: Monday through Friday, Road of Life; Saturday, KDYL Farm and Home Hour. Sponsor: Granite Furniture Co. Station: KDYL, Salt Lake City, Utah. Power: 5,000 watts. Population: 145,267. COMMENT: While Straight newscasts are definitely successful, some sponsors have found that extra mercJiandising effort is both worthwhile and effective. Through the medium of this campaign, Granite Furniture has definitely identified itself with its news program. RADIO SHOWMANSHIP