Radio showmanship (Jan-Dec 1943)

WHAT THE PROGRAM DID FOR ME This is the businessman's own department. RADIO SHOWMANSHIP invites radio advertisers to exchange results and reactions to radio programs for their mutual benefit. Dry Goods JOSLIN'S INQUIRING REPORTER "The year that we began using daily KOA programs, our sales went up steadily. W^^e started with three quarter-hour programs per week and increased it to 5-aweek. While increasing our KOA budget, we reduced our total advertising budget materially, but our sales increased sharply due to KOA's excellent productivity. "Results completely justified us in devoting a major portion of our advertising appropriation to KOA broadcasting." C. F. BEAGLEHOLE President Joslin Dry Goods Co. AIR FAX: Show which did the trick for sponsor was Joslin's Inquiring Reporter. First Broadcast: 1939. Broadcast Schedule: Monday through Friday. Sponsor: Joslin Dry Goods Co. Station: KOA, Denver, Col. Power: 50,000 watts. Population: 303,273. Agency: Raymond Keane Adv. COMMENT: To those in the department store and related fields, actual results speak with the voice of authority. Programs need not be elaborate nor pretentious to pack a real sales wallop. Manufacturers SMILE IN THE MORNING "The program Sfiiile in the Morning is built on the theory that if we can produce a smile in the heart and on the lips of a few listeners we have accomplished our purpose. Such a show must have a very competent master of ceremonies, as well as carefully selected music of the lighter type. "Response to this show was quite astounding. No other direct consumer advertising was used in November and December, 1942, and sales of Turco cleaning compound to retail outlets in Soiuhern California was greater in the month of December than any previous month since it had been on the market, although it has been available through grocery stores in this area for over five years. "We have used no special promotion to sell the show to the public and very few merchandise tie-ins have been used. We have not felt this necessary because retail sales have steadily increased since the show started. Today it is more than double what it was normally before S7nile in the Morning w^nt on the air." WARREN P. FEHLMAN Account Executive Los Angeles, Cal. AIR FAX: Man who puts the smile into the morning is Mark Breneman. Smile-the-while Brencman makes a laugh-raiser talk as a curtain raiser. Material, based on humorous incidents in the life of an average boy, is tied-up with Breneman's own boyhood. Listeners are given the elementary steps in how to derive a chuckle or a laugh by practicing light philosophy. Music intended to make listeners tap their feet or hum the tune provides the chorus for the smile-inthe-morning refrain. First Broadcast: November 10, 1943. Broadcast Schedule: T-Th-S, 8:45-9:00 A.M. Preceded By: McNeill's Breakfast Club. Followed By: News. Sponsor: Turco Products, Inc. Station: KECA, Los Angeles, Cal. Power: 5,000 watts. Population: 1,504,277. Agency: Warren P. Fehlman. COMMENT: Homey broadcasts presented in the same spirit by a just-folks announcer are quick to reach the heart of the listening audience. That the distance between heart and purse string is a shortest-distance-between-two-pointscombination is sponsor's experience here. 284 RADIO SHOWMANSH IP