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moke Out Night Owls
Balanced Menu for Swing Shift Listeners Essential Maintains Philip Klein, President of the Philip Klein Advertising Agency
RECENT research has led to the development of a new point of view I concerning the 11:00 P.M. to Midnight hour. Before the war, it was one of the lowest listening points on the dial. A survey by a joint committee on N.A.B., C.B.S., and N.B.C., in November, 1941, gave the annual average of percentage of sets in use in the East as 24.8 per cent between 10:30 and 11:00 P.M., 12.6 per cent between 11:00 and 11:30 P.M., and between 11:30 P.M. and Midnight the percentage was only 6.7. When 55.9 per cent of sets were in use during peak listening hours (7:00 to 9:00 P.M.), the statistics after 10:30 P.M. were not impressive from the point of view of audience potentialities.
But look at the picture now! A recent survey of war plant shift changes in Philadelphia, Pa., reveals that nearly 75 per cent of the plants have a shift change at Midnight; that another 25 per cent have change of shift at 11:00 P.M. For war-working Philadelphians, this means a mass reorganization of the dinner hour, a reorganization that has not yet been recognized in completed listening surveys. But this is the group which must be kept in mind in building 11:00 P.M. to Midnight shows.
Five Philip Klein Advertising Agency clients were among the first to see the potentialities of this 60-minute interval, and on October 12, 1942, their sponsorship of programs of wide general appeal began on WFIL.
From 11:00 to 11:10 P.M. there is news hot off the teletype for men dashing off to work, or tumbling into bed, who want to get the news in advance of the morning headlines. Sponsored by Atlas Import & Export Co. for its Atlas Wines, The Editor Speaks Monday through Saturday. Included is an air-editorial by newscaster John Scheuer, which boils heterogeneous facts into concise analyses of current trends.
At 11:10, Home Front Heroes take the spotlight for five minutes under sponsorship of the Old Original Bookbinder's Restaurant on a six-a-week schedule. Owner Harmon Blackburn donates this time to volunteer war workers, so that they may explain their needs and aims to the public.
It's Celebrity Time from 11:15 to 11:20 P.M. Under the sponsorship of Music Village, a place to eat, dance and relax, Celebrity Time presents interviews with famous folk in and about the Philadelphia scene. Listeners, for example, have heard Gloria Swanson, the Andrew Sisters, and Tommy Tucker.
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114 RADIO SHOWMANSHIP