Radio showmanship (Jan-Dec 1943)

Putting out the helpful hand to the Charleston, W. Va., Home Front is the Sherwin AVilliams Paint Co., in the interests of its product, Chemco. Questions arising out of the war are answered either over \VCHS or by mail. While the show was intended for once a week airing, the volume of questions on soldiers pay allotments, gas rationing, rent control, enlisting information, et al was so great that Sherwin Williams upped its schedule. All answers are checked to include the latest correct information. Questions which stump scripter Bill Adams and officials are worked on until a positive answer is tracked down. Government agencies cooperate to insure accuracy in all replies. air FAX: First Broadcast: September 24, 1942. Broadcast Schedule: Thursday, 8:30-8:45 P.M.; Sunday, 9:009:15 P.M. Preceded By: Thursday, I Am An American; Sunday, News. Followed By: Thursday, Dinning Sisters; Sunday, Academy Award. Sponsor: Sherwin Williams Paint Co. Station: WCHS, Charleston, W. Va. Power: 5,000 watts. Population: 80,996. COMMENT: ^Vhile sponsorship of such programs is of real public service, accuracy in each and every reply is a first essential. Too, if listener interest is to be maintained, questions aired must be of such a universal nature that they will appeal to all. Restaurants LAMPLIGHTER When the missus gets into her best bib-8c-tucker, gets set for an evening out, she has to know "what's what" along the main stem if she's going to paint the town red. In Los Angeles, Cal., Daily News columnist T. E. Yerxa gives night-spot bound listeners the lowdown on life after dark. Over KHJ he gives a weekly forecast on new night spot entertainment, comments on food and licjuid refreshments. passes out the gossip on frequenters of specific night spots. Into the quarterhour go two musical selections by current performers in one of the nighteries. Plugs for some twenty eateries are worked into the 15-minute stint. In a Daily A^ezvs column similar to the KHJ show, a tag-line plugs the air-show. air FAX: First Broadcast: August 30, 1939. Broadcast Schedule: Monday, 10:45-11:00 P.M. Preceded By: Continuous Newsreel. Followed By: Music. Sponsor: Daily News. Station: KHJ, Los Angeles, Cal. Power: 5,000 watts. Population: 1,497,074. COMMENT: Network success of such a night-spot chronicleer as Walter Winchell can be duplicated locally in other metropolitan centers. Interest in such gossip items is not confined solely to frequenters of such night spots. In this case, newspaper and radio work hand-in-hand in creating a new and larger clientele for restauranteers. Laundries PRINE'S SOCIAL REGISTER Instead of hanging out the Monday morning w^ash, milady can listen to the latest local social news, thanks to the Prine Dry Cleaners & Laundry Co., Ilion, N. Y. Schools, churches and clubs in and around Utica, N. Y., hear their activities chronicled twice weekly over \VIBX. When the program was ushered in on WIBX, a direct mail campaign was directed at schools, churches and clubs. Since then items have come in such volume that no reminder campaign is necessary. air FAX: Emcee of the ten-minute offering is Betty Cushing GrifHn. First Broadcast: 1940. Broadcast Schedule: Monday, Thursday, 10:45-10:55 A.M. Preceded By: Brush Creek Follies. Followed By: Socony News. Sponsor: Prine Cleaners and Dyers, Ilion, N. Y. Station: WIBX, Utica, N. Y. Power: 250 watts. Population: 114,412. COMMENT: Programs of this kind are especially adapted to the sponsor with a limited budget, work eqtially well in smaller communities and in metropolitan centers. 22 RADIO SH OWM AN SHIP