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AIRING THE NEW
All the available data on new radio programs. No result figures, as yet, but worth reading about!
Automobiles
WHO'S NEWS News isn't an impersonal thing, nor the mystical brew of international witch-doctors. Behind every news event, there are people with the same hopes and aspirations, the same drives and urges as the common man. News is a thing of flesh-and-blood and subject to all its frailities. The key to many important news flashes is the personalities behind them. The question isn't what's news but Who's News?
Names make news, and the Cheshire Motors, Yakima, Wash., is putting that fact to good use over KIT. Through the medium of this transcribed program, listeners meet people whose adventures, day-to-day doings, opinions or statements make the headlines.
Typical of the personalities who complete the Who's News list are Admiral Richard E. Byrd, Pierre Van Paassen, Dr. George Gallup, and Walter Duranty. The field of art is represented by such celebrities as Leopold Stokowski, Tony Sarg, Clifford Odets, Irina Baronova, and Thomas Hart Benton. Rich in feminine appeal are the interviews with hat designer Lilly Dache, fashionist Mary Lewis, and beauty authority John Robert Powers.
Spot announcements made up the bulk of P. L. Cheshire's radio advertising until Who's News was auditioned for him. His reaction: a contract for the entire series of .S9 five-minute (ranscrip
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tions. Because he wanted an audience evenly divided between men and women, business-wise Cheshire chose a spot which was preceded by news and followed by fashion notes. Commercials promote not only car sales but also shop repair service.
AIR FAX: From one minute and 30 seconds to two minutes are allowed for commercials on this NBC informal interview show. A manual of stories and photographs about the featured celebrities is available to sponsors.
First Broadcast: December 2, 1941. Broadcast Schedule: Tuesday, Thursday and Saturday, 12:45-12:50 P.M. Preceded By: News. Followed By: Fashion Notes. Sponsor: Cheshire Motors. Station: KIT, Yakima, Wash. Power: 1,000 watts. Population: 36,326.
COMMENT: Here is a show with allfamily appeal in which the local or regional sponsor may present worldfamed personalities seldom available except in metropolitan centers. That the show may be used either as a five-minute feature or as a highlight for a longer program is an added advantage. It merits the attention of sponsors in almost any type of business.
Laundries
I AM AN AMERICAN A year ago, a gentleman from Richmond, Virginia, if asked what he was, would have said that he was a Southerner. To the same question, a politician would have answered either that he was a Democrat or a Republican. Today, the answer of every citizen of this country is this: / Am An American.
This 15-minute show with ten minlUes live and five transcribed marks the return of Oriental Laundry and Cleaning Co., Dallas, Tex., to the air for the first time in several years. Featuring a five-minute transcription of dramatized historical events, the ten-minute period consists of direct telephone calls from the studio to listeners registered in the I Am An American Club.
Recipients of the telephone calls are asked a question pertinent to the broad
RADIO SHOWMANSHIP