Radio showmanship (Jan-Dec 1942)

SHOWMANSHIP IN ACTION Promotions and merchandising stunts that will lift a program out of the ordinary. Athletic Associations LET'S GO BOWLING To one Milwaukee, Wis., bowling addict, a moon shaped scar on his nose is a constant reminder of the folly of bouncing a ball instead of rolling it. Years later, that once-in-amillion bounce that caught the bowler smack-on-the-nose w^hen he tried to pick up the dropped ball in a quick leanover, netted him a Brunswick MineraliTE bowling ball. Every second week, the Milw^aukee Bowling Proprietors' Association awards a bowling ball to the WTMJ listener who submits the best bowling oddity. Contestants have nothing to buy, there's no obligation of any kind, and anyone may enter. A sponsor's committee of three aiuhenticates the oddities submitted in this free-for-all contest. AIR FAX: Sponsored by the Milwaukee Bowling Proprietors' Association not to sell anything other than bowling as a sport, the program features The Milwaukee Journal's bowling editor, Billy Sixty. While up-to-the-minute news and views of the bowling world are the stock-in-trade of the show, guest bowling celebrities and personalities help make for good listening. Example: Father Michael Wasniewski, who had things to say on Bowling and Its Relation to the Church. Told on one program by Richard S. Falk, personnel manager of the Falk Corp., large defense industry: the relation between the company's sponsorship of bowling teams to employee health and morale. Announcer Bill Evans' brief commercials extol the benefits of bowling for health, entertainment and sports. First Broadcast: November, 1941. Broadcast Schedule: Saturday, 5:30-5:45 P.M. Preceded By: News. Followed By: Wadhams Sport Flash. Sponsor: Milwaukee Bowling Proprietors' Association. Station: WTMJ, Milwaukee, Wis. Power: 5,000 watts. Population: 680,434. COMMENT: \Vhile there are sports shows galore, scaice as hen's leelh are those which incorporate sJioicwnnship into the format of the program. For sponsors who do employ that ingredient for added spice extra sales dividends are almost certainly in the bag. Beauticians BRIDGE GAME Favorite indoor sport of most Americans is the after dinner game of bridge. Regional differences may create varied opinions, but when North and South sit down to a rubber of bridge, it is a different deal. Du Bois, Pa., bridge players have an opportunity to match wits with the best within a 50-mile radius. Once a week two teams sit down before the WCED microphone in a 45-minute rubber. Winners receive free manicures from sponsor Ann's Beaut\' Salon, card tables from co-sponsor Du Bois Furniture store. AV^eekly winners meet a new challenging team the following week. Announcer Le Roy Schenck explains the plays to the listening audience. In another studio is announcer Virginia \Vade, with a type-written copy of the hand that is to be played. AVhcn one hand is completed, the engineer switches from the players to the adjoining studio. From that vantage point announcer \Vade reads the next hand to be played. Advantage: the radio audience may follow plays with actual cards. Grand slain for co-sponsors: marked business pick-up. ^Vrite-ups in a daily newspaper radio column, and courtesy spot announcements plug the show. AIR FAX: First Broadcast: March 19, 1942. Broadcast Schedule: Thursday, 8:00-8:45 P.M. Preceded By: Song Quizz. Followed By: Adam and Eve Club. Sponsor: Ann's Beauty Salon; Du Bois Furniture. Station: WCED, Du Bois. Pa. Power: 250 watts. Population: 24,149. COMMENT: Always near and dear to man's heart is competition. \Vhen this competition involves a popular enthusiasm, interest is almost certain to run high. (For pic, see Showmanscoops, p. 387.) NOVEMBER, 1 942 391