Radio showmanship (Jan-Dec 1943)

Record Details:

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friends on June 15, 1936. Joe Doakes had a job to do; to introduce and create a greater demand for Hubbard's Sunshine Concentrate (an all-purpose grain balancer for livestock and poultry). If it weren't love at first sight, it was something like it. Sponsor is now going into the seventh year of continuous sponsorship over WMT. Ed Cashman, sponsor's advertising manager has found that Joe Doakes does a good job not only in northwest and central Iowa, but also in western Illinois, southwestern Wisconsin and southern Minnesota. Will Joe continue to sell Sunshine Concentrate? Adman Cashman gives an emphatic ''Yesl" Reason: Hubbard's believes in consistency on any good medium. air FAX: Jokes, funny stories, and often a one-minute p'ay depicting a peculiar situation sell Joe Doakes (Lyle Harvey in real life) and Hubbard Sunshine Concentrate to rural listeners. A three-piece band accompanies Joe when he sings hill billy songs. First Broadcast: June 15, 1936. Broadcast Schedule: Monday through Friday, 12:501:00 P.M. Preceded By: Farm Markets. Followed By: Curbstone Forum. Sponsor: Hubbard Milling Co., Mankato, Minn. Station: WMT, Cedar Rapids-Waterloo, la. Power: 5,000 watts. Population: 54,300. COMMENT: By its own testimony, the Hubbard Milling Co. believes in consistency. It practices what it preaches, has made consistent use of Joe Doakes for seven long years. Feeds MISCO MARKET REPORTS When something new was added to the ether waves 12 years ago, and KGVO, Missoula, Mont., came into being, the Feed and Grain Department of the Missoula Mercantile Co. saw the dawn of a new day. One of the first sponsors to sign on the dotted line, Missoula Mercantile became a year-in-year-outer! An old friend is the five-minute Misco Market Report heard six times a week at the noon hour. Current livestock quotations from the Spokane market, grain futures from Minneapolis, as well as stocks and bond quotations supplied by a Missoula brokerage house are the staples upon which Missoula Mp:rcantile staked its future. Not one to go high-hat, sponsor's commercials are chatty, informative, educational. Advice and solutions to current farm problems get preference over merchandise plugs. air FAX: First Broadcast: Spring, 1931. Broadcast Schedule: Monday through Saturday, 12:55-1:00 P.M. Sponsor: Misco Feeds. Station: KGVO, Missoula, Mont. Power: 5,000 watts (d). Population: 18,512. COMMENT: Advertisers who give breadand-butter advice know which side their bread is buttered on, who butters it. In radio, too, cultivation means production. It cultivates friendship and good will of farm and small town listeners. Farm Products FARMER'S ALMANAC Green and gold fields are battlegrounds, too. Tanks are tractors; bayonets are pitchforks. Biggest battlefield in the world is the farm land of the country. But wheat, oats, barley and corn are one thing. Important to the farm family is its own individual vegetable garden. Last year, Jess Buffum told Farmer's Almanac listeners they ought to grow table vegetables. This year he really told off WEEI's listeners: they had to grow table vegetables. At 6:30 A.M. one March morning. Buff asked listeners to write in for a copy of a manual sanctioned by the official Boston Victory Garden Committee. From one casual announcement, on one broadcast came 1,079! After seven announcements: 6,136 requests! AIR FAX: Heard six times a week, the program caters to rural-minded New England. Built in two editions, the program takes on parti-sponsors only in the second. First Broadcast: March, 1940. Broadcast Schedule: Monday through Saturday, 6:156:45 A.M. Preceded By: Music. Followed By: Tip-Top C the Morning. Sponsor: Varied. Station: WEEI, Boston, Mass. Power: 5,000 watts. Population: 1,924,642. COMMENT: Of major importance to the advertiser with a rural appeal is the listener's regional bias and preferences. Since tastes and interests vary from re 278 RADIO SHOWMANSHIP