Radio showmanship (Jan-Dec 1943)

PROOF 0' THE PUDDING Results based on sales, mails, surveys, long runs and the growth of the business itself. Cattle Dealers FARM FRONT While the farm family may rise with the sun, it doesn't scatter to the fields without getting the latest round-up of news. In Des Moines, la., listeners to the daily-except-Sunday Farm Front on WHO, get a brief resume of international developments, followed by a round-up of latest national, state, and regional farm news. What the John Wisdom Cattle Co. rounded-up from its three-times-a-week sponsorship: 12,000 replies to a three-time announcement! Other three times a week, listeners take the news packet with a grain of Carey Salt Co. salt. AIR FAX: Newsographer Herb Plambeck gathers his news harvest from meetings, letters, wires, personal contacts, farm reports, United Press and International News Service. First Broadcast: 1936. Broadcast Schedule: Daily, except Sunday, 6:30-6:45 A.M. Sponsor: John Wisdom Cattle Co.; Carey Salt Co. Station: WHO, Des Moines, la. Power: 50,000 watts. , Population: 167,048. COMMENT: In rural as well as in metropolitan areas, advertisers who put their money on news programs are today reaping a bonus listening audience due to increased interest in the who, what, why, when and where of world events. Farm Bureaus MISSOURI FARMER Down in the land where native sons boast of having to be shown,, the Missouri Farmers Association took to the KWTO airwaves in Springfield, Mo., to meet the show me challenge. Mail pull requesting information on membership in the M.F.A. convinced association board members that its musical program had the listener kick of a Missouri mule. Show has even pulled mail from Arkansas tillers-of-thesoil asking if they could join the Missouri Farmers Association. Seldom varied is the routine of the broadcast. An old popular tune played by an ensemble starts the ball rolling, is followed by a western, or hill billy song warbled by a girl vocalist. Musical pace is maintained by an accordionist. Program closes with a hymn. Between the accordion number and the hymn: the day's business session. Business session is given over to downto-earth farm problems with a commercial angle tying in the M.F.A.; one of its cooperatively manufactured products; grocery items the MFA handles for distribution to its various agencies scattered throughout the state; its feed and flour mills, or its own oil company. air FAX: When Missouri Farmers get together at one of their cooperative meetings, members of the KWTO cast are frequently on hand to provide entertainment. First Broadcast: June 2, 1941. Broadcast Schedule: Monday through Saturday, 12:15-12:30 P.M. Preceded By: The Haden Family. Followed By: Sunshine Coffee News. Sponsor: Missouri Farmers Association. Station: KWTO, Springfield, Mo. Power: 5,000 watts. Population: 57,527. Agency: Cecil B. Jolly Agcy. COMMENT: While shows may come and shows may go, the farm program potpourri goes on for ever. Since a farm is a place of business as well as a home, such programs draw the entire family circle to the mutual advantage of listener and sponsor. For advertisers with widespread dealer outlets, here is one of today's best buys. The farm market is booming, and because of the gasoline and rubber situation, the farmer goes to town less often, buys more goods closer to home. Feeds JOE DOAKES Hubbard Milling Co. introduced its Sunshine Salesman to its AUGUST, 1943 277