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work success with such programs are their own best recommendation. One important point to put in the pipe, smoke: no hay-foot, straw-foot appeal explains the audience appeal. Advertisers whose products have mass appeal hit both rural and urban markets with such offerings.
Newspapers
SOUND-O Backbone for the children's party of yesteryear was the blindfold test. Object: to identify by taste a collection of sugar, salt, flour, other kitchen staples. When the kid party put up its hair, let down its skirts, it came out in a variety of costumes. Latest radio garb is Sound-O, broadcast five times a week by the Chicago Sun. New show tests listener's ability to identify sounds created in the studio by technical noise-makers.
To create the necessary sound and fury, drum up enthusiasm for something new under the Sun, listeners obtain information about the program, contest details, and entry blanks in pages of the newspaper. Half-hour, five-times-a-week offering is to run on a 52-week sked, is heard at 10:45 P.M. ^V^eekly prizes totaling $1,000 are divided between 38 daily winners.
Visual display of all kinds backed up the ear appeal. Used were newspaper space, car cards, window stickers, dealer posters, truck signs, everything else by which to beat the drums. Before show hit the airwaves, the Sun rose to the occasion, backed a special Sound-O premier at the Chicago Civic Opera building.
AIR FAX: Last five minutes of the show features a Clifton Utley news review as editor of the Sun's air edition. Broadcast host is Don McNeill, with vocal interludes by the Three Romeos. First Broadcast: May 10, 1943.
Broadcast Schedule: Monday through Friday, 10:4511:15 P.M.
Preceded By: News. FoUowed By: Music. Sponsor: Chicago Sun. Station: WBBM, Chicago. 111. Power: 50.000 watts. Population: 3,440,420. Agency: Leo Burnett Agency.
COMMENT: Advertisers after quick returns on the advertising dollar don't wade in, they jack-knife into deep water, make a big splash. ^Vhile the tortoise may win in an endiuance marathon, the hare is more apt to cross the sales line first.
Sustaining
DAILY NEWS LETTER Farmers tuned to \VO\VO, Fort \Vayne, Ind., sat up and took notice. Golden rod for rubber was the news flash that perked them up! Details of experimental work on 650 acres as a part of the emergency rubber program may ha\e sent cold chills down the spines of hay fever victims, but they held promise of a new source of revenue for the farmer. It was a part of Tom \Vheeler's Doily Xews Letter.
And for those vitally concerned with such news flashes, it isn't a matter of in one ear, out the other. To farmers who send name and address, goes a weekly digest of the program. Given in Tom Wheelefs Weekly Digest is a summary of the six ten-minute shots of the week.
AIR FAX: Program is in i corporated into the daily Farm House offering. First Broadcast: September, 1941.
Broadcast Schedule: Monday through Saturdav. 12:45-12:55 P.M. Preceded By: Music. Followed By: Music. Station: WOWO, Fort Wayne, Ind. Power: 10,000 watts. Population: 117,246.
COMMENT: Adver tiscrs who tie-in direct mail with radio offerings get an extra crack at the lis tening audience.
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RADIO SHOWMANSHIP