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An interlude of music comes at 11:20, and for 10 minutes listeners hear the World's Greatest Music through the courtesy of Olivo Products, makers of hair and face preparations. An example of how businesses are converting their products for wartime use is the new Serviceman's Shaving Kit, distributed by Olivo. Before the w^ar, Olivo sold these preparations individually, through the usual drug, department and 5 & 10c store outlets. Now, when a great portion of the market moves to Army camps, Olivo moves with the customers.
As promoted over Olivo's WFIL program Monday through Saturday, Olivo is offering this Serviceman's Kit to relatives of boys at camp. The kit contains a jar of Olivo pomade, a tin of Djer-Kiss talcum powder, a bottle of Olivo hair tonic, a jar of Olivo brushless shaving cream, and a bottle of after-shaving lotion. A $2.50 value, Olivo sends this kit to any serviceman stationed in the U. S. for only $1, with Olivo paying the postage.
At 11:30 P.M. is a half-hour program of dance recordings for Dr. Shor, Dentist, in a Radio Salute to Industry. Each night a different group of defense workers is saluted by the sponsor, and the program is directed primarily at war workers. It is not, however, one of the booming, flag-waving, brass band playing programs. Rather, it aims to fill the workers' need for easy listening. Popular music of the sweet swing variety interspersed with light comment is the menu.
News, music and entertainment, programs with appeal for almost every adult, form the most balanced menu for the late listening appetite. The pre-war
format of semi-sophisticate program, is out for the duration. We believe that future surveys will show definitely what the present can only hint; that right now, 11-to-midnight listening is reaching a peak of general interest it has never before achieved.
In line with this same plan, is the 10:80 to 10:45 P.M. newscasts for the
Morris Plan Bank of Philadelphia, featuring John Corcoran, Monday through Saturday, over WFIL. Plan behind the Morris Plan's use of radio preceding the March 15 income tax reports: its plan for helping to finance taxes. In the opinion of its president, Ralph W. Pitman, taxes are high now, won't be any less next year, probably will be increased, and John Q. Public in many cases, is going to need a helping hand to get him over the hump. In the case of each of these sponsors, it is interesting to note that each is consistently on the air, each has adapted his business to new conditions, and each has selected a radio program which will appeal to the greatest possible number of potential listeners. It is planned radio! And regardless of the time o' day, planned radio is what produces results.
In the use of late evening time, these sponsors are reaching an audience that for the present could be topped in almost no other way. And it is an exceedingly profitable market! Defense workers have money a-plenty with few places for spending it. As long as goods or services are available, it is a cash market. When supplies dwindle, as dwindle they may, it will be a mass audience extremely suggestible to educational campaigns.
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RADIO SHOWMANSHIP