Radio showmanship (Jan-Dec 1943)

Record Details:

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start a movement to encourage a promoter or athletic committee to remember the spectator, who, after all, pays the freight. Tom Moorehead, who provides the other half of the WFIL sports picture, offers listeners a well-rounded sports menu on a thrice weekly quarter hour. He covers virtually all sports and interviews not only players, but also coaches, trainers, promoters and other vital behind-the-scenes figures. Unique in that he does not restrict his interviews to experts, he makes it a point to get .the views of the man in the bleachers. While this show has no connection with Erlanger's advertising campaign, it does tie-in with it to some extent. When a station presents a well rounded sports picture, and becomes established with the public for accurate information in the field, the sponsor of each of these programs reaps individual and separate gains from the general set up. It was Erlanger's theory that a sports program could entertain and inform, and it could also perform an actual civic service by making a real contribution to sports life in the city. What looked well in theory, worked even better in practice. The 6:30 P.M. thrice weekly presentation does just that! It may seem strange to find a commercial sponsor putting his name to a show in which the sportscaster is apt to put athletes or promoters on the carpet for any deviation from the straight and narrow path. Stevens pulls no punches, and he strives to air the things which John Q. Fan himself says and thinks privately. Although some local promoters have accused him of being the Westhrook Pegler of Sports, Al does not fail to give credit where credit is due, and he has on occasion given half a broadcast to an insignificant figure in the sports world whom he considers deserving. As a matter of policy, he has carefully avoided any mention of wrestling or wrestlers in his two years of sportscasting. The Erlanger Brewing Co. is satisfied. It has never asked to have a script submitted, and it has never criticized a broadcast. Erlanger lets the editorial content of its program work for it. After all, people don't want to know why a product is best. They've been swamped with this typeof appeal for years. They just need to know what the product is, and they need to be reminded of the product as frequently as possible. The sports fan plays fair with his sponsor, and his appreciation for Erlanger's part in furthering Philadelphia sporting activities is the reason why Erlanger continues to sign its name to this program. JULY, 1943 233