Radio showmanship (Jan-Dec 1942)

plished by small boats; that loss of life would be small, and loss of heavy equipment was apt to be large. His statements proved to be correct. Born in Jerusalem 40 years ago, and having spent most of his life in Asia Minor, the Balkans and Eastern Europe, Sam is naturally steeped in all facts regarding the terrain and the maneuvers of Europe's past. That knowledge is serving him in good stead today. Each program in the series is a capsule commentary on one phase of the war most in the news at the time of the recording. How terrain, climate, resources, and other physical conditions involved in the theatre of war affect campaign plans and troop mo\ements are thoroughly analyzed. While almost half of the present sponsors of the program are financial institutions, it is being used with excellent results by businesses of all kinds. For banks who sponsor this news program, the American Express Co. absorbs 20 percent of the actual program cost, (excluding time charges) if that bank mentions in its commercials the fact that it carries American Express Traveling Checks. In addition, the bank will be supplied with 1,000 copies of a map booklet with their message imprinted on it, if they accept this arrangement. After sponsoring The Face of the War for several months over WCSC, Charleston, S. C, the Citizens & Southern National Bank reported that the program had brought in a considerable amount of direct business and that it had also done an excellent job of building good will for the institution. In Denver, Col., Sam Cuff sold new Ffirds and used cars for Hoover Motors, Inc:. Cars for cash or cars on the cuff were successfully distributed through the medium of this transcribed program. At the present time, United Fuel & Eqimpment Co. have taken over sponsorship in Denver. Sponsored by the Dallas Railway & i ERMiNAL Co., owners and operators of the Dallas common carrier systems, the five-minute program was first heard over KGKO, Dallas, Tex., November 24. Commercials for this long-time user of radio stress public service and are of an institutional nature. When Pennant Oil and Grease Co., Los Angeles, Cal., decided that the time had come for it to take its first plunge into radio, its program choice was The Face of the War. States Herb R. Beaven, staff executive of Brisacher, Davis & Staff, Inc., Advertising Engineers: "Pennant Oil used this program on the basis of two fiveminute spots per week for 26 weeks, over KECA, Los Angeles, Cal., and everyone concerned considered the campaign successful. "There was considerable favorable dealer reaction to the timeliness of the program. This, our client obtained through their crew of salesmen who were daily contacting the independent dealers." AIR FAX: The show is now available on a threetimes-per-week basis, and present contracts are acceptable for 26 weeks as well as for 13. Programs are recorded currently each Monday to take advantage of week-end news summaries, and shiptnents are made Wednesday or Thursday of the same week either by rail or air express. The series includes a separate record of opening and closing announcements with sound effects. Sponsorship may begin immediately after receipt of contract. Transcription Co.: NBC Radio-Recording Division, RCA Building, New York City. Promotional tie-ins: A News Commentator's World Atlas. Publicity available: A glossy photograph of Sam Cuff; single column newspaper mat; publicity releases; recorded advance announcements for broadcast prior to the start of the series, and for audition purposes, a recorded interview with Sam Cuff. COMMENT: Psychiatrists the country over have been warning the public that for the sake of civilian morale and its own nerves, not to heed too closely the wild rumors and unverified facts that are rampant in times of stress. Instead, their advice is to rely more fully on regular news schedules aired by reputable commentators. For prospective newsperiod sponsors, for present sponsors anxious to use additional periods, and for advertisers who may now be using spot announcements, here is a splendid opportunity to put theory into practice. 52 RADIO SHOWMANSHIP