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er gardening, and interviews with the NoRKA hostess and prominent garden club women were featured. Publicity was given to the program in the Forum Bulletin, distributed to the membership of 78 garden clubs in Akron and its environs. NoRKA furnished carbonated drinks for various garden club parties and meetings as a merchandising promotion. An honored guest at all Garden Forum functions was the Norka hostess.
In 12 short months a growing food shortage made interest in flowers wither. The Victory Gardener became a symbol of home front activity. For Norka it was a golden opportunity for public service. Gardening for Victory came to flower.
To reach a different audience, there was a time switch from 1:15 P.M. to 5:15 P.M. Harvest of new listeners coincided with shift changes in the various war industries.
Guest gardeners include O.C.D. Victory Garden Division chairmen, agricultural station experts, representatives from commercial gardening and supply companies, others duly qualified. Subject matter is restricted to actual problems confronting Victory Gardeners at the moment. Interviews and round table discussions are the rule.
Promotionotions: plugs in garden columns and articles are run in such company publications as Firestone Tire and Rubber, Goodyear, Goodrich, and General Tire. Farmers and community
garden committees read plugs in news letters from Summit County O.C.D. Six outside billboards in prominent places in town and country advertise Norka and Gardening for Victory. All city street cars and buses have transit cards.
Owner and manager of Norka Beverage, Clare Mantz, goes all-out to back the show. His claim: "It is an institutional program that is serving as an outstanding public service feature for the people of one of the country's largest and most important defense areas, and it is the only program of the kind on any of the local stations."
air FAX: Emcee of the series is Jean Long. First Broadcast: February 17, 1942. Broadcast Schedule: Tuesday, Thursday, 5:15-5:30 P.M.
Sponsor: Norka Beverage Co. Station: WJW, Akron, O. Power: 250 watts. Population: 309,504.
COMMENT: Because sponsor here was well established with gardening enthusiasts before necessity turned white collar workers into dirt farmers, its current offering builds up a following among all classes of listeners. Secret of success: all-out merchandising and promotion. It isn't enough to offer the public a service. The public must be made aware of a service before it can appreciate it.
SAMPLE script AVAILABLE.
Department Stares
HOT SPOT ON THE MAP In the concentrated drive of the United Nations to give the Nazi forces the hot foot, each day brings forth a new Hot Spot on the Map. To many radio listeners, the city, river, factory, fortification that is under the spotlight may be hot, but as a spot on the map it is more or less Quantity X.
To serve as a background of intimate details against which current happenings are spotlighted, Lit Brothers' Department Store, Philadelphia, Pa., created WFIL's Hot Spot on the Map. Each broadcast in this new-angle-on-the-news series features a story built around what
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