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ONE of the most ill-treated, misused audiences in radio is the all night group in many of the large and small cities throughout the nation. Stay up some night and listen; you'll understand what I mean.
This unfortunate situation has been brought about either by a lack of imagination, understanding or enthusiasm. It's a pretty ghastly proposition to try to interest advertisers, and even radio executives, for that matter, in the idea of programing an all night show with the same ideas in mind as you would program a daytime session.
In the year and a half that I conducted the Moonlight Saving Time program on WOR, New York, I found many revealing things. One in partic ^H^H^^^^ ular was the appreciation of the audience, intelligent people, for variety, in their listening diet. I tried to incorporate within the bounds of 31/^ hours as much interesting and entertaining material, utilizing records, human interest and news, as possible. We even went so far as to have the first all night quiz session at 3:30 in the morning called Gee Whizz Another Quiz in which celebrities mingled with ordinary folks on topics of the day and questions that were appropriate, and as much live talent as our budget would permit.
The general thought has been for many years that the all night crowd is one of bar flies, lonely women, insomniacs and a few tired cab drivers. This is wrong thinking and mail reaction proves it. We now find that men who work at night in war production and their wives have been thrown into reverse because of
Sponsors All Thru The Night
24-hour production. Consequently, the pattern of listening is typically a crosssection of any daytime audience with just as many women listening as men.
Advertisers are missing one of the best bets in radio by not realizing this potential audience. They are one of the most neglected gioups of listeners we have, whether they be in Seattle, Washington, or Day ton a Beach. The feeling that just dance music is enough is not an intelligent approach to the subject and to prove sponsor value, we at WOR have some excellent examples. I. J. Fox, furrier, for over a year and a half has sponsored the first hour of Moonlight Saving Time with music labeled Strictly on the Sentimental Side; beautiful ^^^^^^^^^^ music reflects the beau^^^^^^^^^1 ty of the furs. An ironical incident in connection with the sponsorship was the arrival at an East Coast port of a group of sailors whose ship had been torpedoed and who had been listening to a compelling commercial on beautiful fur coats while practically freezing to death in mid-Atlantic in an open boat.
Philco Radio found our coverage to be perfect for their medium of advertising. We had replies from some 36 states including Canada, Mexico and South America. In every letter the name Philco was prominently featured and only war production and curtailment of materials brought this happy association to a close. The same was true of many other sponsors who tried the all night field and found it successful. They were the Pep Boys of Philadelphia, automotive supplies, who bought a quarterhour seven days a week. Marlin Razor
12 Sponsors Found Swing Shift Listening Pattern Typical Cross-Section of Daytime Audience Writes Jerry Lawrence
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