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equipment and wave length adjustment is its gold star service record.
Seasonal information for Florida rural people, sweet music, agricultural news and market reports have won its tried-and-true farm audience. On-thespot broadcasts from a citrus grove, citrus packing house, strawberry packing shed, tung oil mill, peanut shelling plant, Sea Island cotton gin, hog show, fairs, et al, keep the pot brewing. To stimulate farmers to plant more clover, it once strung lines into a pasture. Interviews with Latin-American guests have contributed to hemispheric solidarity. Farmers, farm women, boys and girls, others, have told about their work, given advice, sung or played instruments.
Wartime tenor of the program: war and war needs. More food and how to produce it is a daily thesis.
AIR FAX: Arranged and directed by Clyde Beale, program series includes regular talks by research, extension and teaching members of the College of Agriculture, University of Florida. First Broadcast: November 11, 1928. Broadcast Schedule: Monday through Saturday, 12:00-12:55 P.M. Preceded By: News. Followed By: News. Station: WRUF, Gainesville, Fla. Power: 5,000 watts. Population: 13,757.
COMMENT: AVhile no one advertiser profits here, long established service programs of this kind build up a tremendous farm audience, help establish all advertisers with the farm market in a given community.
Sustaining
UNCLE ELMER'S PLEASANTVILLE To
brighten the corner where the listener is comes a cheery good morning from Uncle Elmey-'s Pleasantville, broadcast over WEEI, Boston, Mass. While mythical people in the mythical town of Pleasantville chin about town gossip, not mythical was the response to Uncle
Elmer s free offer. Listeners were offered a brochure, Rays of Sunshine from Pleasantville, composed of poems from Uncle Elmer's Scrap Book. Response reached flood level proportions: 1,469 in a single day! Pleasantville goingson include inspirational music, poetry, philosophy and good cheer with a background of charity. Known to Sunday morning listeners for his Song Circle since 1932 is Uncle Elmer. Letters by the bushel basket ask for help, offer it, extend personal appearance invitations to Uncle Elmer and his young people, express appreciation. With no differentiation because of race, color or creed. Uncle Elmer has filled over 1,000 requests for help each year. His own truck calls for, delivers needed articles.
AIR FAX: First Broadcast: July 21, 1941.
Broadcast Schedule: Monday through Friday, 7:15
7:30 A.M.
Preceded By: Top O* the Morning.
Followed By: Aunt Jemima.
Station: WEEI, Boston, Mass.
Powerj 5,000 watts.
Population: 1,924,642.
COMMENT: When kindly, personalities rich in the milk of human kindness pull out the human interest stops, lean heavily on that which is simple and homey, listener resistance to sales messages is reduced to a minimum. Such programs offer a wide market to advertisers whose products have mass appeal.
AUGUST, 1943
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