Radio showmanship (Jan-Dec 1943)

directly tie-in with the war, listener interest zooms upward. Groceries CLOSE-UP OF THE FIGHTING FRONTS AMiile the outcome of battles on land, sea or air is of vital importance to every man, woman and child, the force which keeps listeners demanding more and more news is a personal, down-to-earth one. Few are the families who do not have a personal stake in the outcome of these battles; the lives of their men folk hang in the balance. To help bind the home ties. Chemicals, Inc., makers of Vano, a liquid household cleanser, offers a C lose-Up of the Fighting Fronts. Listeners to the ^veekly show are asked by commentator Deane Dickason, to send specific questions on the fighting fronts which most interest them. Answers to these queries fill in the quarter-hour. AIR FAX: When Chemicals, Inc. took on the Sunday offering, it had a Hooperating of 11.3. It is heard over KQW, San Francisco, Cal.; KNX, Hollywood; KARM, Fresno, and KROY, Sacramento. First Broadcast: January 24, 1943. Broadcast Schedule: Sunday, 9:15-9:30 P.M. Preceded By: William Winter. Followed By: The Whistler. Sponsor: Chemicals, Inc. Station: KQW, KNX, KARM, KROY. Agency: Sidney Garfinkel Advertising Agcy. COMMENT: There's a new day coming when the world will indeed be a small place. At war's end, new markets will open up in all parts of the globe, and the people of this continent will have new pastures to explore. Of real \ alue both for the present and for the future are broadcasts which help familiarize audiences with ^vhat were before, almost unknown sections of the world. Hardware Stores VICTORY GARDENER Food is the Number One subject on the home front, probably will be for some time to come. And one of the main methods of combatting food shortages is to bring the porch chair sitter down to earth, make him a Victory Gardener. Expert tillers of the soil estimate that some 18,000,000 Victory Gardens will be planted this spring. Many of these gardeners will have never grown their own vegetables before, won't know a seed from a seedling. To help increase the nation's food production, give the Victory Gardener seeds of wisdom planned to bear fruit in bigger and better gardens, the York (Pa.) Paint & Hardware Co. took to the WSBA air lanes. While the commercials are institutional in nature, sponsor took on the seasonal program to promote Schell seeds. Listeners in the ten minute series are offered 12 packet of seeds, and a book on Victory Crardening for one dollar. AIR FAX: Ten minute feature is a part of the WSBA women's hour, Don't Listen, Men. Theme song: Covent Garden Memories. Bulletins available from the WSBA wire service, Q.W.I, and Department of Agricultural releases are the cold frames out of which the seedlings of wisdom are uprooted. First Broadcast: March 1, 1943. Broadcast Schedule: Ten minutes daily. Preceded By: News. Followed By: Nutrition for Victory. sponsor: York Paint & Hardware Co. Station: WSBA, York, Pa. Power: 1,000 watts. Population: 56,712. COMMENT: Word of caution: timing is of vital significance in a seasonal program of this kind. If informational seeds are planted too early in the season before listeners get spring fever, results are apt to be slow in germinating. Too, -.^^ . if such programs are to t::y^J give maximum service, sponsor should plan to follow through the campaign with suggestions on garden care throughout the summer. Here is a sure-fire method of getting the backing of public minded citizens anxious to contribute to the war effort. MAY, 1943 167