Radio showmanship (Jan-Dec 1943)

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PROOF O'THE PUDDING Results based on sales, mails, surveys, long runs and the growth of the business itself. Chiropractor THE WAR THIS WEEK Weekly news magazines are one indication that people want more than day-by-day summaries of current news events. Especially in crucial times, the weekly picture becomes almost more important than 24hour shifts in the tide of battle. Radio success with weekly summaries of the news is another indication that the public wants this type of reporting. When Dr. W. G. Edwards, Chiropractor, took to the air lanes over KOH, Reno, Nev., his choice was The War This Week. Morning after the show's year-and-a-half ago premiere, Dr. Edwards had more business than he could shake a stick at. In his waiting room were 50 new patients, all traceable to the program! No flash in the pan was that first experience. A year ago. Dr. Edwards was forced to discontinue the program for a month. Reason: he had to move into larger quarters to handle his increased clientele. In January of this year he had to add another chiropractor to his staff to help him keep up with his appointments. AIR FAX: Scripter and announcer of the weekly quarter-hour is Merrill Inch. First Broadcast: 1940. Broadcast Schedule: Sunday, 5:00-5:15 P.M. Preceded By: Fitch Bandwagon. Followed By: Local transcription. Sponsor: Dr. W. G. Edwards, Chiropractor. Station: KOH, Reno, Nev. Power: 1,000 watts. Population: 18,529. COMMENT: While news listening has reached new peaks since Pearl Harbor, FEBRUARY, 1943 sponsors of newcasts who were on the bandwagon prior to America's entry into the war reap an extra dividend in the terms of new listeners to an already established program. Bakeries NEWS FOR WOMEN With war opening up what were previously almost unheard of parts of the world for most Americans, those who want to follow the course of battle find that war has also made the family atlas obsolete. That the so-called weaker sex is interested in getting a visual picture of the war zones is the experience of the Campbell-Sell Baking Co., wholesale bakers. Offered to its News For Women listeners over KOA, Denver, Col., was a United Press war map of the far eastern war zone. Swamped with more calls than could be handled for an hour were the KOA switchboard girls. Flash from WooLEY & Hunter Advertising Agency account executive, Ed Hunter: "This is the finest program we've ever had!" Showmanstunt: on-the-spot transcribed interviews with various retail dealers handling Butternut Bread are later played back over the program. Goodwill gesture by Campbell-Sell: interviewed grocers are presented with a recording of their interview. Special promotions used to sell the show to the public include the use of screen trailers in 12 Denver Fox Theatres, reaching an approximate weekly audience of 167,000; display cards on the entire fleet of the Yellow Cab Co.'s taxi cabs, and a window display in the entrance-way to KOA's studios. air FAX: To insure a woman's slant, scripts based on KOA's AP, UP, and INS wire services are prepared by staff writer Evadna Hammersley. Gil Verda newscasts the show. First Broadcast: 1940. Broadcast Schedule: Tuesday, Thursday, Saturday, 10:30-10:45 A.M. Sponsor: Campbell-Sell Baking Co. Station: KOA, Denver, Col. Power: 50,000 watts. Population: 303,273. Agency: Woolley 8C Hunter Advertising. COMMENT: News makes an excellent mid-morning show for women, and sponsors generally have had excellent results 67