Radio showmanship (Jan-Dec 1943)

WHAT THE PROGRAM DID FOR MEi This is the businessman's own department. RADIO SHOWMANSHIP invites radio advertisers to exchange results and reactions to radio programs for their mutual benefit. Beverages SONS OF FREEDOM "We ha\e been sponsoring Sons of Freedom on six stations in our operating territories. The response was immediate and gratifying. Letters and comments from our dealers, employees and radio audience were most enthusiastic. "^Ve think it not only a stimulating program because of its inspirational quality but it also carries prestige for our company. The production is network caliber; the voices, scripts and showmanship are all that could be desired." A. E. STROUSE Director of Public Relations Gunther Brewing Co. Baltimore, Md. AIR FAX: A salute to 65 famous Sons of Freedom from 1636 to World War II is featured angle on this transcribed series of five-minute episodes. Each episode is in the form of a toast. Background music is played by a full orchestra. Show was aired simultaneously on WBAL, Baltimore; WTBO. Cumberland: WBOC. Salisburv; WJEJ. Hagerstown: WRC, Washington, D. C: and WBLK. Clarksburg, W. Va. F'lTst Broadcast: July 4. 1942. Broadcast Schedule: Monday through Friday, 7:347:40 P.M. Preceded By: News. Followed By: Behind the War News. Sponsor: Gunther Brewing Co.. Baltimore, Md. Station: WTBO. Cumberland. Md. Power: 250 watts. Population: 39.483. Agency: H. E. Hudgins Co. Transcription Co.: Rockhill Radio, Inc. COMMENT: Timelv programs help the advertiser to fulfill his wartime obligation. Inspirational programs of this kind enhance the dignity and prestige of sponsor's name, service and product, may be used for better public relations in almost any business. Five minute transcribed programs of this kind may also be combined with music and li^e talent to make up a longer show. Dairy Products BENNIE WALKER'S TILLAMOOK KITCHEN "We have advertised since 1918 and ha\e always enjoyed wonderful consumer demand for our product, We are offering a recipe booklet to those who mail a request for it. and a rotary cheese grater to anyone who sends us 25 cents plus a rind of Tillamook cheese. "Last year we sent out over 31,000 copies of the booklet, Keynotes to Meal Planning, which means over a hundred letters a day for every business day." CARL HABERLACH Secretaiy-Manager Tillamook County Creamery Ass'n Tillamook, Ore. AIR FAX: Each year, the 17 f armed-owned factories of this cooperative make ten million pounds of cheese and butter, and each year, a low-cost, hard-working program, Bennie Walker's Tillamook Kitchen, does most of the selling. Regular as clock-work, listeners to KPO, KFI, KM J, KGW, KOMO, and KHQ hear this Friday morning program. Format: two people talk about recipes, and cheese. Plugs are an easy continuation of the free-and-easy patter of rotund, food-loving Bennie Walker. Sales, profits and premiums are Tillamook's checks. In the case of premiums, a sales slip or a trademarked cutting from a cheese rind are mailed in as proof-of-purchase. Over 10.000 recipe requests were received in one campaign. Response to cheese grinder offer: 10,000. First Broadcast: 1936. Broadcast Schedule: Friday, 9:00-9:15 A.M. Sponsor: Tillamook County Creamery Ass'n., Tillamook, Ore. COMMENT: That one 15-minute program a week can be an effective and economical basis for an advertising campaign is indicated by the remarkable success of this program. In its favor here is the natural correlation between program and its commercial content. Sales, profits and premiums go hand-in-hand on this program. That such demand is no flash-in-the-pan is proved by the fact that the same formula has been Tillamook Kitchen Tested for seven years! JANUARY, 1 943 33