Radio showmanship (Jan-Dec 1942)

WHAT THE PROGRAM DID FOR MEi This is the businessman's own department. Radio advertisers are invited to exchange results and reactions of radio programs for their mutual benefit. Address all letters to What the Program Did far Me, Radio Showmanship, II rA at Glenwood, Minneapolis, Minn. Men's Wear MORNING NEWSPAPER OF THE AIR "The Carnahan-Shearer Morning Newspaper of the Air was started on WJTN when the local morning paper merged with the evening paper. We had considered radio for quite some time but had never really gone into it. With a definite need for news of local interest in the morning, we worked out the Morning Newspaper of the Air. It contains not only local news gathered by the staff of the radio station, but also United Press national news and features of interest at that time of the morning. "When we started this show we promoted it by means of newspaper ads, a special window display, and pre-announcements. Once the show got underway it gained momentum. Now the Carnahan-Shearer program is an established feature and comments from listeners have been very favorable. "Since the whole program is treated like a newspaper, our commercials are short and to the point, with plenty of time left for the actual news. We have used both institutional and specific article plugs. Since we tie commercials into our regular merchandising plan, the items advertised are also advertised in other media. However, the particular items advertised on the air have shown definite sales increases. "The show had such appeal both from a listener's standpoint and the advertising standpoint that recently the Jamestown Retail Merchants' Association asked Mr. Carnahan to let them take over the program as a Retail Merchants feature. But since the program had become so established and was doing its job so well, the management decided that it would be advantageous to keep the program for the CarnahanShearer Co. That, to my mind, was a true indication of how successful this radio promotion has been. "We expect to continue this program as long as present interest is maintained, and from our point of view that will be indefinite. The results in the past have been worthwhile and we know that with consistency those returns .will increase each week. Radio has a definite place in today's advertising activities, and without it no campaign is complete. It also ties-in with all other advertising and merchandising effort to make a wellrounded picture." CLAYTON NEWGREEN Advertising Department Carnahan-Shearer Co. Jamestown, N. Y. air FAX: This two-man job handled by Robert Peebles and William Winn includes national and local news, a weather box, a sports page and a feature page. First Broadcast: October 9, 1941. Broadcast Schedule: Monday through Friday, 7:307:45 A.M. Preceded By: Rhythms at Reveille. Followed By: Devotions. Sponsor: Carnahan-Shearer Co. Station: WJTN, Jamestown, N, Y. Power: 250 watts. Population: 45,155. COMMENT: Since much of the news of the world happens during the night, a prospective sponsor of the news might well grve serious consideration to an early morning broadcast of the news. In times like these, the latest developments in world affairs are among the first thing that most people want to hear. That a sponsor can perform this public service while promoting his own product is indicated by the success of CarnahanShearer. (For pic of the CarnahanShearer window display, see Showmanscoops, p. 62.) FEBRUARY, 1942 67