Radio showmanship (Jan-Dec 1943)

Men s Wear TOP O' THE MORNING "Our campaign of fi\e announcements per week has resulted in making hundreds of new customers for our store. Hardly a day passes without someone new coming into the store directly as a result of these effective sales messages. And scores of people like these, in time, become old customers and old friends. ^w "No one can tell exactly the amount of increased patronage directly attributable to our radio advertising, but I will say, without any reservation at all, that it is extremely satisfactory." BERT BAGLEY Bert Bagley Co. Milwaukee, Wis. AIR FAX: Participaring sponsors who believe that the early bird catches the worm, begin their advertising campaigns at sun-up on this WTMJ early morning feature. Series begins at 6:00 A.M. with Top O' the Morning, becomes Morning Serenade at 6:34 A.M., switches to Morning Bandstand at 7:35 A.M., and goes into the Home Stretch at 8:05 A.M. While sponsor Bert Bagley has been on the air since March 30, 1935, has continued this unbroken run exclusively on WTMJ, the program has a variety of non-competitive sponsors. First Broadcast: 1935. Broadcast Schedule: Monday through Saturday, 6:008:30 A.M. Followed By: Nancy Grey. Sponsor: Bert Bagley; Blatz Brewing Co.; Gross Coal Co.; Rank dC Motteram Co., jewelers; Badger Paint Co.; Welfare Building & Loan; others. Station: WTMJ, Milwaukee, Wis. Power: 5,000 watts. Population: 680,434. COMMENT: Making sales is one part of the advertising job. Making friends is the other. Radio assists its advertisers in both. It does more than bring merchandise or service to the attention of listeners; it also gives these wares a figurative pat on the back, a friendly word-ofmouth introduction to its listeners. INTRODUCING New-to-radio accounts worth reading about. EXPRESS COMPANIES Cheque Your Music A 12-station campaign to promote travellers checks for American Express Co. Musical drive is directed at wartime travellers. Contract is for 17 weeks. INSURANCE Symphony Trio For summer listening, the Western 8C Southern Life Insurance Co. presents a weekly series by the Cincinnati Symphony Trio over WKRC. Time Clock Campaign for Westland Life Insurance Co. is timed for daily quarter hours on KECA's Time Clock. Sponsor also used a twice weekly quarter-hour conunentary. Between the Lines. Upton Close Sunday quarter-hour news commentary on KHJ, Los Angeles, Cal., 10 other stations, sponsored by Lumbermen's Mutual Casualty Co., from Nov. 22, 1942, to August 22, 1943. 3:30-3:45 P.M. Company also sponsored a Saturday night series, 5:30-5:45 P.M. by same commentator. INVESTMENT BROKERS Builders of Industry Over KECA, investment brokers, Searl Merrick Co., began the quarterhour series on a once-a-week, 52-week sked. REAL ESTATE Radio House Market Program based on narrator's previous day's visit to a selected house where a salesman "sells" it to him is the Chamberlain-Kirk & Co.'s KSO thrice-weekly offering in Des Moines, la., at 8:45-9:00 A.M., Monday, Wednesday, Friday. Interpretation To explain rent control, other related brow knitters, the Phoenix (Ariz.) Real Estate Board used a series of half-hour programs on KOY. SCHOOLS Information On CFRB, Toronto, Can., the Radio College of Canada presents a quarterhour offering to explain the use of electronics. Aviation Round Table To enroll clients, the Embry Riddle School of Aviation, Miami, Fla., used its signature cut on the WKAT program featuring aviation news and views as dished up by those in-the-know. UNIONS Goodwill To explain social and economic contributions to the community and to the nation, the Shipbuilders Union, CIO Local 802, used ten 15 -minute programs on WIBG, Philadelphia, Pa. AUGUST, 1943 285