Radio showmanship (Jan-Dec 1943)

Implement Dealers FARM CIRCLE Not a closed circle is the Farm Circle, heard over WHBC, Canton, O., six times a week. Mail response to offers of farm bulletins, canning instructions, gardening advice, etc., indicates that the International Harvester Co., other parti-sponsors have a man-size urban audience. What such organizations as the Farm Woman's Club, Farm Bureau, Grange, et al, think of the offering is a matter of record: groups have written round robin thankyou letters, passed resolutions to the same tune. air FAX: A daily service program of entertainment and information streamlined to the farm audience, the show includes tips on better farming; stock, grain, poultry and egg market reports; interviews with local farmers; a homemaker's department; gratis announcements of rural activities, and talks. Music bisects the Farm Circle. First Broadcast: February 16, 1942. Broadcast Schedule: Monday through Saturday, 11:30-12:00 Noon. Preceded By: News. Followed By: News. Sponsor: International Harvester Co.; Farm Trading Co.; Sugardale Provision Co.; Greentown Lime Co.; Barker Chick Hatchery; Sicafoos Nurseries. Station: WHBC, Canton, O. Power: 250 watts. Population: 256,000. COMMENT: That advertisers who make service programs of this kind possible fill a real need is indicated by the recordbreaking time in which this offering built up a loyal listening audience. Milling GLF FARM AND HOME NEWS When the G.L.F. Cooperative Mills unfurled its banner over the GLF Farm and Home News on WKBW, Buffalo, N. Y., its candidate for listeners, Roland Foley, was no dark horse. His once-a-week WGR Sunday offering. Farmer's Musical Almanac was then a year old, had a service record to its credit a yard long, a listening audience guaranteed not to shrink. What G.L.F. Cooperative went to town on: a five-times-a-week quarterliour with news of interest to the farmer and his wife, market quotations and trends, notices of farm organization meetings, other items of that ilk. No small potatoes is the audience at which the show is beamed. In the 30,027 farms in the eight counties of Western New York are some 132,000 farm people. That farmer Foley reached this market was indicated by returns from postcard queries sent to 500 members of the Erie County Farm Bureau requesting information on listener preference to Farmer's Musical Almanac. Of the 112 responses, 83.9 per cent listened! All appreciated the service features, selected music and weekly comment on farm legislation. air FAX: First Broadcast: November 16, 1942. Broadcast Schedule: Monday throug'h Friday, 7:00-7:15 A.M. Sponsor: G.L.F. Cooperative Mills. Station: WKBW, Buffalo, N. Y. Power: 50,000 watts. Population: 613,506. COMMENT: Advertisers who hold to the concept that a farm is both a home and a place of business establish themselves with the rural citizenry. Sponsor, here, in program title, pays subtle compliment to the farm both as a place to live and a place to work. Participating SWAPPERS For the past nine years, the Swappers have come into the homes of KGNF listeners with informal chatter about everything from Capitol Hill to the Barn Dance in Dogpatch. But listeners in and around North Platte, Nebr. participate a-plenty in the program. All they need is something to sell, buy, find, swap, or rent. Fee for the service at regular rate card rates doesn't make listeners hold back: as many as 65 swaps have been handled in one day. Average: 30. Barter-bargains range from house to mousetrap, pups to bedsteads. Only hitch: swapper cannot be in business for profit as a competitor to North Platte merchants. air FAX: Program is tossed back and forth between originator and producer V. J. Le Barron and feminine help-mate First Broadcast: Spring, 1932. Broadcast Schedule: Daily, except Friday, 1:00-1:30 P.M. Preceded By: Music. 280 RADIO SHOWMANSH IP