Radio showmanship (Jan-Dec 1943)

Merchant's Associations FULTON LEWIS, JR. That radio audiences can't get too much of a good thing is the experience of three KFRC sponsors who bankroll the Mutual network news commentator, Fulton Lewis, Jr., in San Francisco, Cal. When news commentator Lewis skims off the "top of the news from the nation's Capitol" he does so in the interest of Langendorf Bakeries, makers of Langendorf Bread, Italian-Swiss Colony Wines, and the Northern California Association of Federal Insured Building %z Loan and Savings & Loan Banks. Broadcast on KFRC twice daily, Langendorf Bakeries sponsors the 4:00 P.M. live show. When the news is rebroadcast at 9:30 P.M. for the convenience of West Coast listeners, the Italian-Swiss Colony Wines sponsors the TuesdayThursday offerings. Monday, Wednesday and Friday broadcasts are presented by the Northern California Association of Federal Insured Building & Saving & Loan Banks. Newspapers SILVER AND GOLD Even though war news crowds much copy with a local angle out of the daily press, pictures and stories on those who have lived in wedded bliss for twenty-five or more years still warrant space. In Rochester, N. Y., the Democrat and Chronicle go established procedure one better. "When you and I were young, Maggie" might well be the theme song of the weekly WHEC show. Those with "silver threads among the gold'' celebrating twenty-fifth and fiftieth wedding anniversaries are saluted by fellow citizens. Checked before each broadcast are the names of silver and golden wedding anniversary celebrants. Musical favorites in waltz tempo bring back memories of earlier days to round out the program. Working hand-in-glove with its WHEC radio announcers, the Democrat and Chronicle give the program Hilite Column mention. Special mention in the Democrat includes the names of those who are to be saluted. air FAX: Langendorf sponsorship of the afternoon broadcasts began February 9, continued until the end of the year. Italian-Swiss Colony Wine contract runs until February 4, 1943. Broadcast Schedule: Monday through Friday, 4:004:15 P.M.; 9:30-9:45 P.M. Preceded By: 4:00 P.M.: Housewives' Protective League; 9:30 P.M.: Monday, Wednesday, Friday, Cal Tinney; Tuesday and Thursday, The California Story Teller. Followed By: 4:00 P.M.: The Johnson Family; 9:30 P.M.: Dance Orchestra, sponsor: Langendorf Bakeries; Italian-Swiss Colony Wines; Northern California Association of Federal Insured Building dC Loan and Savings & Loan Banks. Station: KFRC, San Francisco, Cal. Power: 5,000 watts. Population: 637,212. Agency: Ruthrauff & Ryan, for Langendorf; Leon Livingston Advertising, for Italian Swiss, and Ass'n of Federal Savings SC Loan. Producer: Mutual Network. COMMENT: With most of the key news events originating from Washington, D. C, news broadcasts from the nation's capitol find eager, responsive audiences. Here is a name personality tailor-made for the regional sponsor. Cooperative sponsorship brings the cost within the budget of almost any advertiser. air FAX: Featured are the muted strings of the WHEC staff orchestra. First Broadcast: February 1, 1939. Broadcast Schedule: Tuesday, 6:45-7:00 P.M. Preceded By: Frazier Hunt. Followed By: Amos and Andy. Sponsor: Democrat and Chronicle. Station: WHEC, Rochester, N. Y. Power: 1,000 watts (d). Population: 437,027. COMMENT: Strong in human interest value is a program of this kind. Not to be overlooked is the interest created locally in local events of this nature. Appropriate music also widens the circle of listener appeal. Paint Supplies THE HOME FRONT John Doe and his family are having to move fast these days to keep up with the times. There are lots of questions relating to the war that need good answers, but with many issues confused, it is hard to get Yes or No answers. JANUARY, 1943 21