Radio showmanship (Jan-Dec 1943)

with the same offering since November 20, 1941. The pay-off: sponsor is now one of the leading jewelry stores in Southern Montana. With demand out running supply, Harry Miller, Jeweler, still bankrolls the show as an institutional offering. Commercials now deal strictly with the sale of War Bonds. Only touch of commercialism: the slogan, ''// you don't knoiu jewelry, knoiv your jeweler." AIR FAX: Recorded music selected for melody value is the backbone of the show. First Broadcast: November 20, 1941. Broadcast Schedule: Sunday, Wednesday, 9:00-9:15 P.M.; Friday, 7:15-7:30 P.M. Preceded By: Sunday, Parker Family; Wednesday, Kay Kyser; Friday, American Legion Auxiliary. Followed By: Sunday, Wednesday, News; Friday, Some Like It Hot. Sponsor: Harry Miller, Jeweler. Station: KRBM, Bozeman, Mont. Power: 250 watts. Population: 8,655. COMMENT: No matter how simple, or how pretentious a program may be, consistent use of radio is almost certain to pay dividends. Men's Wear LOCAL NEWS In small towns where family affairs are a matter of community interest, the welfare of each and every person in the vicinity is a matter of public record. Vital statistics and the welfare of hospital patients are stock-in-trade table talk. Of such stuff is the KGNF show made of in North Platte, Nebr. To families and friends of patients in the North Platte Hospital go daily bulletins on the health of each patient. Also a part of the daily ten minute show: items about local people and places. When Robert S. Conlin & Associates, Kansas City, Mo., made a survey, found that this program was tops in program preference throughout the KGNF territory, the Hirschfeld Clothing Co. knew that it was headed in the right direction. Since 1984, Hirschfeld, a men's clothing store, has had heads on Local Xews, can not be pried away from it. Not a sponsored program in the usual sense of the the word, heads and tails are sold on it. A home furniture store, an automotive firm, and a beverage company have played tail-back position. AIR FAX: First Broadcast: 1934. Broadcast Schedule: Daily. Sponsor: Hirschfeld Clothing Co., others. Station: KGNF, North Platte, Nebr. Power: 1,000 watts. Population: 12,429. COMMENT: Programs slanted at specific community interests are almost certain to catch hold, build to larger and larger listening audiences. The sponsor who year after year rides along with such a show woos and wins what less consistent advertisers might call a fickle public. Manufacturers WFIL KITCHEN CLUB Members of the WFIL Kitchen Club gather around the kitchen stove promptly at 11:30 A.M., five times a week, for homemaking and cooking hints from Jessie Young. Hint of what's cooking for participating sponsors: in one day, 69 Magic Washer box tops were received, 70 requests for Victory Bags. Frosting on the cake: Jessie Young is frequently top mail puller at the station. Throughout the program, participators receive special plugs in homemaking suggestions, shopping ideas and the like. Showmanstunts: newspaper advertisements, courtesy announcements, transit cards in subway cars, busses and trolleys. AIR FAX: First Broadcast: June 1, 1942. Broadcast Schedule: Monday through Friday, 11:30 11:45 A.M. Preceded By: Breakfast at Sardi's. Followed By: M-W-F, Shopper at the Mike; T-Thr, Little Jack Little. Sponsor: Magic Washer; Victory Bags; Lichty's. Station: WFIL, Philadelphia, Pa. Power: 1,000 watts. Population: 2,081,602. COMMENT: For the home product advertiser, the household forum has often been the appetizer which led to increased sales through the medium of a main dish show the sponsor himself dishes up under his own name. MARCH, 1943 105 L