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AIR FAX: Courtesy announcements call attention to the program. Other promotion: platform posters and car cards for distribution to trolley, El train, and bus. Newspaper advertisements are also regularly used.
First Broadcast: March 2, 1942. Broadcast Schedule: Monday, 7:00-7:30 P.M. Preceded By: Lowell Thomas. Followed By: The Lone Ranger. Sponsor: Strawbridge & Clothier. Station: WFIL, Philadelphia, Pa. Power: 1,000 watts. Population: 2,081,602.
COMMENT: Educational broadcasts of this type which also provide both listeners and studio participants with entertainment are coming into their own. As wartime restrictions tighten, the public will rely even more heavily on just such lorms of recreation. While straight singing lessons may appeal to a relatively small group, the entire listening airea is interested in how experts and amateurs alike do it.
Department Stores
STORY TELLER That radio can do both a selling and an institutional job for department stores is the experience of more than one merchandiser. Trick for the H. C. Capwell Co., Oakland, Cal., serving a metropolitan area of nearly
700,000 people: to use two separate and distinct KROW shows to fulfill two separate and distinct jobs.
For merchandising, Capwell uses Barbara Lee Hi-Lites each week-day morning at 10:30 A.M. Woven into the merchandise sales story are gossipy bits on this-and-that. Behind the femme chitchat stands the Barbara Lee personality that is Capwell's private trademark.
To achieve its institutional advertising, Capwell's reaches the home through the children, attracts attention to its efforts by stories for npteen sub-teen children. ^^^oven into the story is a thread of historical fact about music, composers, and opera. Combination of story telling and musical appreciation has won the plaudits of parents, and the support of libraries, other interested groups.
Pattern for each show is cut to fit the institutional cloth. Example: in the story of how Beethoven wrote the Moonlight Sonata was woven the story of a blind girl who could never see the sunshine and beauty around her. Beethoven met her, brought happiness to her in his musical story of the beauty of the night. As the tale is told, the particular musical composition fades in, is completed.
air FAX: Other programs which this sponsor has used include a Saturday morning Hobby Parade, and Great Sipging, featuring classical records. First Broadcast: September, 1942.
Broadcast Schedule: Monday through Friday, 5:005:15 P.M.
Sponsor: H. C. Capwell Co. Station: KROW, San Francisco-Oakland, Cal.
COMMENT: \Vhile sponsors of progiams of this kind can't count on children listening in big numbers, parents will and do listen with interest, also give the nod of approval to sponsor and his merchandise. Especially in these times, the institutional angle is no Hobson's choice.
• KROW story teller Nelda Ormiston beams the H. C. CAPWELL CO. series at the little tykes in the tnusic lesson taking stage.
RADIO S H OWM ANSH I P