Radio showmanship (Jan-Dec 1943)

gion to region, the program which serves a specific region is an advertiser's green pasture. Groceries STUMP US Not up a stump for mail was the Manchester Biscuit Co. when it took on the WNAX thrice-weekly series for Manchester AValdorf Crackers. Tn its first 13 ^^eeks, show drew 13,013 letters! Listeners send in song titles and box tops, attempt to stump five studio musicians by calling for songs the maestros can't play at the drop of a hat. Those who succeed receive a gift. A set of silverware, a rayon taffeta quilt, a 32-piece set of Salem China, a AIyndall Cain Beauty Kit, and five dollars in cash have gone across the boards. \\^hile the music goes 'round and 'round, admanager John H. Nelson is in his counting house, counting up his good-as-gold box tops w^hich continue to come in at the rate of 875 weekly! AIR FAX: First Broadcast: September 9, 1943. Broadcast Schedule: M-W-F, 8:15-8:30 A.M. Preceded By: Poultry Talk. Followed By: Gospel Hour. Sponsor: Manchester Biscuit Co. Station: WNAX, Yankton, (So. Dak.) -Sioux City, (la.). Power: 5,000 watts (d). Agency: George Hartman Adv., Chicago, III. COMMENT: \Vhile careful planning is a first requirement for merchandising of this kind, the time-tested fact remains that proof-of-purchase premium offers serve a variety of useful purposes. Groceries RADIO FARMER That the Reilly Atkinson & Co., food brokers, knew its groceries when it cast its lot with the Radio Farmer and KIDO, Boise, Id., is true, without shadow of doubt. Twelve years ago it entered the sales race with the Radio Farmer, has been in the saddle ever since. Ten-minute offering beamed at noon-time listening is localized for farmers in its area, is heard six times a week. air FAX: From the Extension Division of the University of Idaho, the U. S. Department of Agriculture and the United Press come the facts and figures for this year-in-year-out radio-fare. First Broadcast: 1930. Broadcast Schedule: Monday through Saturday, 12:35-12:45 P.M. Preceded By: News. Followed By: Music. Sponsor: Reilly Atkinson 8C Co. Station: KIDO, Boise, Idaho. Power: 2,500 (d). Population: 160,000. COMMENT: It's the long haul that counts in the long run. For a real success story, consistency is still one of the first essentials. Rome wasn't built in a day, and neither are radio sales! Hatcheries RFD REVIEW Advertisers -in -the -know get up early to tap the farm market, and those who pass in RFD Review over AVMBD, Peoria, 111., find that getting up with the chickens becomes a habit. Veteran of them all is Critic Feeds whose ten-minute news spot has been warmed by the suns of seven summers. Regular as clock-work is the Farrow Chicks three-year-old seasonal participation. Others who put out the hand of friendship on the 5:45 A.M. progiam in fiveminute stretches include New^ \Vay 40% Hog Supplement, and the Peoria Producers Creamery. Together, Emil (Farmer) Bill and sponsors pretty well cover the farm work front in music, farm news and markets. air FAX: Backing up the eight-year-old waker-upper is the Saturday half-hour On the Farm, and a quarterhour Farmer Fieldwomen broadcast, both sustainers. First Broadcast: 1940. Broadcast Schedule: Daily except Sunday, 545-6:30 A.M. Sponsors: Critic Feeds; Farrow Chicks; Peoria Producers Creamery; New Way 40% Hog Supplement. Station: WMBD, Peoria, 111. Power: 5,000 watts. Population: 105,087. COMMENT: There's more than meets the eye to performance records of well established farm programs. Listener preference surveys usually find such programs in the clover when it comes to sets in use. Advertisers find that in buying time on such programs, it's usually a sure-fire investment. AUGUST, 1943 279