Radio showmanship (Jan-Dec 1943)

AIRING THE NEW New radio programs worth reading about. No result figures as yet. Beverages LINGER AWHILE Good companions are beer with the old fashioned flavor and music of the same vintage. In Davenport, la., ZoLLER Brewing Co., brewers of Old Blackhawk, invite WOC listeners to Linger Awhile with just such a combination. Favorite tunes of yesteryear are measured out by an organ-piano duo in the style and tempo that was current when the tunes were written. As the only program of its kind on the air, this quarterhour offering is the talk of the town, has built up a tremendous listening audience. Continuity is of nostalgic nature. Brief commercials stress Blackhawk as the beer with the old-fashioned flavor. Example: "Old Blackhawk's the beer with the old-fashioned flavor . . . and because it is old-fashioned, brewed from an old formula, Old Blackhawk is mellow to satisfy your taste; it's full-bodied to satisfy your thirst; it's welcome at any gathering of congenial friends. Make sure Old Blackhawk is on hand at your house, to welcome friends who drop in for the evening. Order it in regular size bottles, or the big, thrifty quart size. Call for it at your tavern tonight or your grocery tomorrow! To try Old Blackhawk is to buy it!" No rolling stone is the Zoller radio campaign. The 52-week contract is scheduled Monday through Friday. AIR FAX: Pianist George Sontag tickles the ivories and listeners' fancies. First Broadcast: March 22, 1943. Broadcast Schedule: Monday through Friday, 10:1010:25 P.M. Preceded By: News. Followed By: Sports. Sponsor: Zoller Brewing Co. Station: WOC, Davenport, la. Power: 5,000 watts. Population: 66,039. COMMENT: Planned radio pans out! Sponsor here took stock of product, and potential customers, used the right timcand-program combination to bring the twain together. Builders' Supplies MEMORY LANE While any place man hangs his hat may be home sweet Jiome even prehistoric man expressed the Clean Up, Paint Up urge with drawings of bison, other animals of the hunt, on the walls of his cave. And all the devious paths down Memory Lane end up in the castle that is man's home. To remind Baltimore, Md., homeowners that Phillips Roofers is the way to keep that castle in the pink of condition, owner Theodore Phillips takes WITH listeners down Memory Lane. Year-in, year-out since May, 1941, listeners get a full hour of nostalgic music each Sunday afternoon. Commercials drive home the fact that Phillips Roofers do roofing of all kinds, all home repairs, both inside and out. Original poems composed by sponsor Phillips are read on the program. Listeners may have copies by request. Musical medley dates back to the gay nineties. AIR FAX: Pianist Woody Frisino also plays the Solovox, does a medley of old show songs. Ray Baker provides the poetical background. First Broadcast: May, 1941. Broadcast Schedule: Sunday, 4:00-5:00 P.M. Preceded By: News. Followed By: Music. Sponsor: Phillips Roofers. Station: WITH, Baltimore, Md. Power: 250 watts. Population: 833,499. COMMENT: Off again, on again, gone again, Finnegan's don't have what it takes in the long pull. More than any other single factor, consistent use of radio is the drive wheel that builds up the steam, keeps the sales vehicle pounding ahead. Department Stares BEYOND THE LOOKING GLASS The old saw that "you can't teach an old dog new tricks" to the contrary, Loveman, SEPTEMBER, 1943 309