Radio showmanship (Jan-Dec 1943)

Followed By: News. Station: KGNF, North Platte, Nebr. Power: 1,000 watts. Population: 12,429. COMMENT: The longer a program has been established, the deeper the groove it cuts in the listening pattern o£ the community. Advertisers who not only want to win friends, but to keep them, direct the sum total of all advertising effort toward this very end. Seeds SUNDAY GET-TOGETHER With the seventh day, a day of rest, the Sunday Get-Together is established habit throughout the countryside. In Yankton, So. Dak., the Sunday Get-Together has been nurtured over WNAX for three long years, has pulled mail for seeds, feeds, hosiery, various other sundry items. A 45-minute studio show sold in 15-minute packages, it is currently doing a job for Michael-Leonard Seed Co., and Lane Bryant. AIR FAX: Produced and directed by Herb Howard, the program utilizes the full WNAX staff talent. First Broadcast: 1940. Broadcast Schedule: Sunday, 4:00-4:45 P.M. Preceded By: Baseball. Followed By: Pause That Refreshes on the Air. Sponsor: Michael-Leonard Seed Co.; Lane Bryant. Station: WNAX, Yankton, (So. Dak.) -Sioux City, (la.). Power: 5,000 watts (d). COMMENT: While the farm family is usually pictured under working conditions, advertisers find that the vocational angle isn't the only approach to farm sales. Friendly entertainment also works magic. Sustaining POULTRY SCHOOL OF THE AIR Hoosier poultrymen didn't turn chickenhearted when Uncle Sam asked them to raise 33i/4 million chickens, 150 million eggs in 1943. Instead, the Poultry School of the Air was hatched. While rock-bottom gas and rubber supplies ruled out a short course on how to raise poultry, the agricultural department of Purdue University found a nest for a transcribed course of instruction on WGBF-WEOA, Evansville, Ind., nine other Indiana, Kentucky radio stations. When farm listeners began sending in registration cards to Purdue, results were something to crow about. More than 5,000 farmers became quarter-hour scholars, received weekly leaflets and bulletins to supplement radio classes. School consisted of a series of ten lessons, with free enrollment. A test for prospective poultrymen rounded out the series. Those who passed the final examination rated a certificate signed by a Purdue official, their county agent and the farm director of the radio station through which they received the course. AIR FAX: A choir of cheeping chicks introduces each program. First Broadcast: February 15, 1943. Broadcast Schedule: T-Th, 12:00-12:15 P.M., for five weeks. Preceded By: Navy Salute. Followed By: Curb Stone Reporter. Station: WGBF-WEOA, Evansville, Ind. Population: 97,062. COMMENT: While little has been done commercially with educational programs of this kind, it is a field that the advertiser might well test for its productivity. Sustaining SWAP FOR VICTORY \\^ith priorities shutting down the production lines for what in normal times are considered essential civilian needs, farm and rural folk in Southern New England have found a solution to their problem. It's Swap for Victory. Each week-day, up-with-the sunners tuned to WNBC, Hartford, Conn., make known their wants. When JDL, a farmer living in near-by Wethersfield dropped emcee Ed Begley a line to the effect he had an old tractor to swap for chickens, JDL received nine telephone calls within 12 hours after the air announcement. Mrs. ES, of Westfield, Mass., had some spare farm house windows, a plentiful supply of lumber to exchange for a quantity of paint. Deal was consummated with a listener 40 miles away. From Hazardville came a request that EB had a one-horse hay rake to exchange for a one-horse weeder. To listeners with AUGUST, 1 943 281