Radio showmanship (Jan-Dec 1943)

II With News • To serve 10,000 employees, COLORADO FUEL dC IRON maintains various retail outlets. Shown below are its department store, garage and gasoline station. jPusiness Coming Its Way ]olorado Supply Division serials, music and news. There was a time when music was the listener's favorite form of entertainment. Then serials stepped to the front. Now, news programs are reaching new peaks, and we are currently sponsoring Baukage, over the Blue Network, five times a week at 11:00 A.M. That sponsorship which began the first day Baukage was available for local sponsorship, is, we believe, the most successful program to date. The moral is this: continuous checks on the listening public by telephone, letter or card, is the best way to determine what is interesting to the public at a given time. Coordination with other programs on the air is another important factor. If there is an important program over another network at the same time, your program must be just as strong. Better yet, check the competition and see to it that your program stands out just a little more than the one at the same time on the other station. In addition to our newscasts, we use 36 spot announcements a week. All of them are short, and it is seldom that they are over 40 words. Some spot announcements the housewife listens to; others merely indicate a passing of time between programs. We have found that short announcements hold attention, and get better results than longer ones. During December, we add a number of children's programs to our regular schedule, since we carry a large stock of toys. Advertising in this department is confined entirely to radio, and we have a complete turn-over each season. Usually (Continued on page 5/j FEBRUARY, 1 943 49