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AIRING THE NEW
New radio programs worth reading about. No result figures as yet.
Bakeries
THE LADY NEXT DOOR AVhen the ladies of Fort AVorth and Dallas, Tex., sit down for a rubber of bridge of an afternoon these days, there's a new topic of conversation which lends spice and interest to humdrum chit-chat. It's The Lady Next Door, a KGKO neighbor who makes a daily week-day morning call on each and everyone for Cliff Maid Bread, who has made them sit up, take notice.
Dorothy Krone, by name. The Lady Next Door combines playing the organ and piano at the same time to put the housewife in a receptive mood. AVartime recipes, budget saving advice, and the latest news of interest to women are given in a spirit of neighborliness. Painlessly woven into the conversational script are Cliff Maid Bread commercials. Helpmate Harfield \Veedin back-stops the show, does a convincing job of pretending to understand the daily problems that beset busy housewives.
air FAX: First Broadcast: January 18, 1943.
Broadcast Schedule: Monday through Friday, 9:45
10:00 A.M.
Sponsor: Cliff Maid Bread.
Station: KGKO, Fort Worth-Dallas, Tex.
Power: 5,000 watts.
Population: 350,000.
COMMENT: To break up the monotony of a single voice, add spice and piquancy to the main dish, a combination of headliner and announcer is often the quickest method of building a large listening audience for a new program offering.
Beverages
SONGS FOR SERVICE MEN Men on the march find that song gives a lift to their feet. New songs hot off Tin Pan Alley and old ones dragged out of the barrel help while away the weary miles. Barrack room ballads also help pass the time away.
Giving service men what they want over KDKA, Pittsburgh, Pa., is the Pittsburgh Brewing Co. in two separate and distinct shows both designed with a single aim. Numbers to make the soldier happy are featured in Songs for Service Men, heard thrice weekly at 6:30 P.M. Soldier, sailor or marine may request tunes. On alternate nights vocalists fill the spot under the Buzz and Jeannie banner. Saturday night offering gives a spot to a resume of the week's sport news.
air FAX: Tech Lassies and a Lad get the highspot three times a week, share the limelight on alternate nights with Jeanne Baxter and Buzz Aston. First Broadcast: December, 1942.
Broadcast Schedule: Monday through Saturday, 6:306:45 P.M.
Sponsor: Pittsburgh Brewing Co. Station: KDKA, Pittsburgh, Pa. Power: 50,000 watts. Population: 1,072,545.
COMMENT: While advertisers with plenty of folding money can afford to present live talent, the businessman with relatively little to spend can present a reasonable facsimile of this format with a minimum expenditure.
Beverages
GARDENING FOR VICTORY A year ago was the good old days as far as civilian living is concerned. At that time, milady tended her petunias and sweet peas, left the growing of cabbages and corn to the truck gardener. Notes on the progress of each flower were exchanged at garden club meetings.
At that time, the Norka Beverage Co., Akron, O., manufacturer and distributor of carbonated drinks, took to the WJ\V airlanes with Garden Club of the Air. Program was devoted to flow
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