Radio showmanship (Jan-Dec 1943)

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a minimum wear-and-tear on vehicles and tires. In this way, we will be able to make the summer season's broadcasting schedule an even greater public service than was the case in previous years. "We feel, too, that the extended use of news reports, which will be interjected in the game broadcasts so as not to interfere with the play-by-play descriptions, will enable the listening audience to keep fully abreast of developments in the nation's prosecution of the war and the progress of the war on the home front. This should substantially increase the value of the baseball broadcasts not only to the fans themselves, but also to the stations which carry the broadcasts and the local advertisers who use the stations to carry their messages to their own community." JOSEPH R. ROLLINS Advertising Manager Atlantic Refining Co. Philadelphia, Pa. AIR FAX: Broadcasts of major and minor league baseball games on 50 stations was the Atlantic schedule for 1942. Given over to game reports were more than 8,500 station hours. New feature: widespread use of news reports broadcast during game breaks so as not to interfere with play-by-play descriptions. Reports included games of three National and two American league clubs; three teams of the International league; six of the Eastern league; two of the South Atlantic league, and two of the Piedmont league. First Broadcast: April 14, 1942. Sponsor: Atlantic Refining Co. Agency: N. W. Ayer 8C Son, Inc., Philadelphia, Pa. COMMENT: Public service takes precedence these days even in the great American sport. Sponsors who keep commercial copy down to a minimum, give the fans entertainment which keep them glued to their radios, create inestimable good will which can and will be converted into sales dollars in the post-war days. Men's Wear LUCKY REGAL HOUR "Three down, fourth coming up! This month marks the beginning of the fourth year for the Lucky Regal Hour, Washington, D. C.'s only Sunday morning variety show heard over WOL. A telephone offer of a pair of tickets for a moonlight cruise jammed WOL's switchboard for two solid hours. "Informality is the prescription for the success of the Lucky Regal Hour, plus plenty of music. Being sports minded, Pat Regal, president of the Regal Clothing Co., from time to time has personally interviewed outstanding athletes on the program. Announcements of all major sports events are given without charge. Ever since the Redskins have called Washington their home, Pat Regal has awarded a 50 dollar Regal Stratford suit to the Redskin player selected as the outstanding player in each home game by the Washington sports writers. "This year, Regal Clothing also sponsors Gridiron Gossip, a 15-minute program preceding the broadcast of profootball games. Russ Hodges does a bit of pre-game gossip and on-the-spot interviews with members of both teams. Both at home and games away are covered." JEFFRY A. ABEL Radio Director Henry J. Kaufman Advertising Washington, D. C. AIR FAX: Emcee Art Brown keeps the ball rolling, mixes fast talking with the Hammond organ and barroom style singing. Recent addition to the show is sport commentator Russ Hodges who does a five-minute sports summary. Staff announcer Trafton Robertson opens and closes the show, is usually the fall guy for Brown and Hodges. Latest recordings fill in the time between organ ramblings and commercials. First Broadcast: November 8, 1939. Broadcast Schedule: Sunday, 10:30-11:30 A.M. Preceded By: Bible Class. Followed By: Church. Sponsor: Regal Clothing Co. Station: WOL, Washington, D. C. Power: 1,000 watts. Population: 521,886. Agency: Kaufman Advtsg. COMMENT: Consistency in program, time and station is almost a sure-fire formula for successful radio advertising. Sponsors who pick the type of show best suited to their business needs, stick to their guns, are almost certain to come out on top. (For previous story, see Mar.Apr., '41, p. 86.) Men's Wear THE ENEMY WITHIN "In former years, (1939 Captains of Industry, and 1940 Ports of Call) we completed our own MARCH, 1943 101