Radio showmanship (Jan-Dec 1943)

Power: 1,000 watts. Population: 2,081,602. Agency: Steward Jordan Agency. COMMENT: While showmanship defies definition, it is one of the main ingredients for successful radio advertising. If, as experts maintain, showmanship is giving listeners that which interests them, here is a program format which ties in with current and top civilian interests. Especially good are the rumor boxes which get listeners actively interested in the problem. Jewelry GEMS OF MELODY Times are changing and old things give way to the new. Fortunes are in a state of flux, and not even King Solomon himself could predict the direction from which sales are most apt to come. But because radio knows no class lines, reaches all types of people, the Selle Jewelry Co. picked radio as its advertising medium, took to the airwaves for the first time in seven years. Its exclusive outlet: KSD, St. Louis, Mo. No shot-in-the-dark for sponsor Oliver Selle was Gems of Melody. War workers too busy to read newspaper advertisements carefully do listen to radio. Newcomers engaged in defense work fall back on radio as an old friend in a new environment. For these reasons, radio was no uncut diamond for Selle Jewelry. To reach the hidden customers that are a part of radio's great family, Selle stresses American cut diamonds, other merchandise of similar quality. AIR FAX: Quality recordings of popular musical comedy hits, and favorites in semi-classical and light operatic music carry the commercial tune of quality merchandise in this weekly offering. First Broadcast: October 18, 1942. Broadcast Schedule: Sunday, 3:45-4:00 P.M. Preceded By: The Army Hour. Followed By: Symphony. Sponsor: Selle Jewelry Co. Station: KSD, St. Louis, Mo. Power: 5,000 (d). Population: 1,141,593. COMMENT: With all surveys indicating a h'sicning audience that is greater than ever before, radio is indeed a straight 20 to-the-mark arrow for attracting attention and pinning down sales. And for reaching the greatest possible number of radio's hidden customers, music is one of the most simple and least expensive avenues down which to travel. Manufacturer FAMILY PARTY Because Corning Glass Works, Corning, N. ¥., wants to maintain and stimulate workers' morale, intensify their natural pride in their achievements, it has a weekly family get-together over WHCU, Ithaca, N. Y. Talent at the Family Party is selected from Corning Glass employees. Not scheduled for the purpose of promoting Corning Glass, the program has one intent and purpose, namely, to give entertainment and recreation to employees. Music and comedy is cooked up by talented employees, with former CBS and Mutual emcee Bob Smith keeping the entertainment dish hot. With the assistance of WHCU program director Joe Short, emcee Smith holds auditions at the plant. air FAX: Corning employees, their families and friends are offered free tickets to the broadcasts. Script includes plugs for War Bonds and Stamps, other drives in the national defense picture. First Broadcast: August 20, 1942. Broadcast Schedule: Sunday, 2:30-3:00 P.M. Preceded By: Those We Love. Followed By: Music. sponsor: Corning Glass Works. Station: WHCU, Ithaca, N. Y. Power: 1,000 watts. Population: 21,147. Agency: Batten, Barton, Durstine 8C Osborne. COMMENT: Typical of the broad public spirit that develops as the country's all-out war effort grows is sponsorship of programs of this kind by manufacturers who at the moment have nothing to sell direct to the consumer. Such a series performs a definite public service which the consumer will later remember. RADIO SHOWMANSH I P